Customer Marketing: It's Not What You Think, with Tara Pawlak

WEBVTT 1 00:00:00.080 --> 00:00:03.240 Hey be to be growth listeners. We want to hear from you. In 2 00:00:03.240 --> 00:00:06.559 fact, we will pay you for it. Just head over to betb growth 3 00:00:06.599 --> 00:00:11.919 podcom and complete a short survey about the show to enter for a chance to 4 00:00:11.960 --> 00:00:16.719 win two hundred and fifty dollars. Plus. The first fifty participants will receive 5 00:00:16.760 --> 00:00:21.359 twenty five dollars as our way of saying thank you so much one more time. 6 00:00:21.640 --> 00:00:27.079 That's be tob growth podcom, letter B, number two, letter be 7 00:00:27.399 --> 00:00:34.039 growth podcom. One entry per person must be an active listener of the show 8 00:00:34.039 --> 00:00:46.560 to enter, and look forward to hearing from you conversations from the front lines 9 00:00:46.600 --> 00:00:55.159 of marketing. This is be tob growth, this is B tob growth, 10 00:00:55.159 --> 00:00:58.880 coming to you from just outside Austin, Texas. I'm your host, Benjie 11 00:00:58.880 --> 00:01:03.799 Block, and joining me from Nashville, Tennessee director of growth here at sweet 12 00:01:03.799 --> 00:01:07.280 fish, Dan Sanchez, and from Louisville, Kentucky, our creative content lead, 13 00:01:07.319 --> 00:01:11.359 Emily Brady. How you guys doing today? Just page pump. Today 14 00:01:12.480 --> 00:01:18.920 Dan is on his sugar rush, is caffeine high, and so we're gonna 15 00:01:18.959 --> 00:01:23.120 hand it right off to him here because we are here for another segment and 16 00:01:23.400 --> 00:01:26.760 we want to talk about what we're seeing in the news or on Linkedin today 17 00:01:26.840 --> 00:01:30.439 is definitely a linkedin update. Dan, take it a dang man. I 18 00:01:30.439 --> 00:01:34.280 feel like one of the best parts in the worst parts of the morning is 19 00:01:34.280 --> 00:01:37.200 when you've had your last sip of your coffee. In my case, I 20 00:01:37.280 --> 00:01:42.519 drank Yourba mate, my caffeinated tea, and you're like Oh, it's gone, 21 00:01:44.519 --> 00:01:47.319 but at the same time you're on your full caffeine high, which is 22 00:01:47.319 --> 00:01:49.599 where I was like just two minutes ago. So I'm still filling the effects. 23 00:01:49.599 --> 00:01:55.000 I'm still feeling pumped and I'm feeling really pumped about a change that I'm 24 00:01:55.000 --> 00:01:59.079 seeing, and Linkedin, then I'm really excited for. So, as everybody 25 00:01:59.079 --> 00:02:00.879 WHO's listening. If you're into Linkedin at all, you kind of know that 26 00:02:00.920 --> 00:02:07.000 Linkedin's been like copycatting facebook for forever. Like anything facebook does, linkedin usually 27 00:02:07.039 --> 00:02:13.039 adopts later on at least the big features that were like actually worked for facebook, 28 00:02:13.120 --> 00:02:15.840 not at their features that didn't work as much. And sometimes it goes 29 00:02:15.840 --> 00:02:20.479 well for Linkedin, sometimes it doesn't. One thing we've all been anticipating is 30 00:02:20.479 --> 00:02:23.159 that groups on facebook have been freaking killing it. It's the only thing kind 31 00:02:23.159 --> 00:02:27.039 of working on that platform other than it's ads, which have been kind of 32 00:02:27.039 --> 00:02:30.280 phasing out to groups. have been doing really well on facebook, but they 33 00:02:30.280 --> 00:02:35.840 don't do well on Linkedin because whatever happens in a group on linkedin stays in 34 00:02:35.879 --> 00:02:39.439 the group on Linkedin, and while that's good p privacy, it's horrible for 35 00:02:39.560 --> 00:02:44.360 marketing because people would join a group and never hear from it again because they 36 00:02:44.360 --> 00:02:46.319 would forget to go back and log in and check the group. There for 37 00:02:46.439 --> 00:02:51.479 people have been starting communities all over the place, slack, private communities, 38 00:02:51.479 --> 00:02:53.879 facebook groups, you know, all over the place. Linkedin groups. You 39 00:02:53.919 --> 00:02:57.879 were kind of forgotten. I remember they were talked about over a decade ago. 40 00:02:57.919 --> 00:03:00.960 They were cool. But I've been hearing rumblings, little, tiny rumors, 41 00:03:01.039 --> 00:03:05.479 not even big ones. No, no big shoutouts, but little rumors 42 00:03:05.479 --> 00:03:09.840 and comments and in the conversations of linkedin groups starting to come back. And 43 00:03:09.879 --> 00:03:14.039 because we're starting this community called MIC club, we're like, Gosh, we 44 00:03:14.080 --> 00:03:15.719 need a place for people to be able to hang out, to chat, 45 00:03:15.759 --> 00:03:19.719 to have some water cooler moments about be tob podcasting. Where is it going 46 00:03:19.759 --> 00:03:22.280 to be? We went back and forth and I was probably going to do 47 00:03:22.319 --> 00:03:25.159 it on slack, like everybody else but I just kind of a hunch and 48 00:03:25.199 --> 00:03:28.000 kind of the whispers I was hearing. I'm like, you know what, 49 00:03:28.280 --> 00:03:30.960 I live on Linkedin. Let's do it on Linkedin. Everybody, most of 50 00:03:30.960 --> 00:03:35.599 our community that we already know of like already spends a lot of time on 51 00:03:35.599 --> 00:03:38.319 linkedin. At least they can get the notifications if they're mentioned there right versus 52 00:03:38.360 --> 00:03:43.280 on slack you have to log into the private slack channel. So we launched 53 00:03:43.319 --> 00:03:46.199 it there and I saw something that was so exciting this morning. I logged 54 00:03:46.240 --> 00:03:52.120 into linkedin and Bam there was a post. Someone had posted, not me, 55 00:03:52.199 --> 00:03:55.280 some some member had posted into the MIC club group, but it was 56 00:03:55.360 --> 00:04:00.360 on my main feed and I was so happy. I was like, Gosh, 57 00:04:00.400 --> 00:04:01.919 did I log into the MIC club group and didn't know? I'm not 58 00:04:01.919 --> 00:04:05.039 logged into my club. This is my feed. This changes the game, 59 00:04:05.400 --> 00:04:09.840 Ladies and gentlemen, that's a whole new era for linked it. It is 60 00:04:09.879 --> 00:04:15.039 because it's so easy for things to get hidden right like I've joined groups and 61 00:04:15.639 --> 00:04:17.680 I'm guilty of exactly what you said, Dan, like I never saw a 62 00:04:17.680 --> 00:04:20.920 post from them again and then I just totally forgot that I was even in 63 00:04:20.959 --> 00:04:27.639 that thing. So those this danger or this feeling like we can't really create 64 00:04:27.680 --> 00:04:30.560 community here because no one is going to be that bought in from the get 65 00:04:30.560 --> 00:04:33.959 you like the day you join it, maybe, but like you, you 66 00:04:33.959 --> 00:04:36.879 don't have a rhythm established, you don't have a routine establish. Something has 67 00:04:36.879 --> 00:04:42.439 to call you back to it, and so I think many people have stayed 68 00:04:42.439 --> 00:04:46.319 away. I think a lot of people are part of dead groups. If 69 00:04:46.360 --> 00:04:48.360 you're on Linkedin, you've spent any considerable amount of time on Linkedin, you 70 00:04:48.360 --> 00:04:50.680 probably went through a phase in your own journey where you're like, I'm going 71 00:04:50.720 --> 00:04:54.360 to optimize my profile, this is going to be good for my career. 72 00:04:54.480 --> 00:04:58.079 Right. Maybe you were hunt job hunting and you wanted to optimize your profile, 73 00:04:58.120 --> 00:05:00.839 maybe you wanted to grow your network, maybe you just decided to set 74 00:05:00.879 --> 00:05:04.600 it up one day. But most people going join a few groups as like 75 00:05:04.680 --> 00:05:09.000 you want to be associated with the thing, and so you're like, oh, 76 00:05:09.040 --> 00:05:11.079 yeah, these are my people, these are my things, I'm part 77 00:05:11.079 --> 00:05:14.240 of I'm in this club, I'm in the embattle marketing club, I'm in 78 00:05:14.319 --> 00:05:17.279 the users of this product. Everybody appreciates club, because I need to show 79 00:05:17.279 --> 00:05:21.199 that on my profile. And maybe those groups were good one time, but 80 00:05:21.199 --> 00:05:25.519 people are joined part all of all these groups, but they're all dead. 81 00:05:25.560 --> 00:05:29.160 No one even posted the most of these groups anymore. So while most people 82 00:05:29.199 --> 00:05:31.360 are in groups, they've forgotten there in groups and no one's been part of 83 00:05:31.360 --> 00:05:35.439 like a live group in a long time. So I'm excited to see where 84 00:05:35.439 --> 00:05:40.040 it goes. Actually went unfollowed all the groups that I had been before previously, 85 00:05:40.279 --> 00:05:43.399 other than like my Alma Mater. I'm still in that group, but 86 00:05:43.480 --> 00:05:46.519 now I'm excited to see where it can go. And there's one caveat to 87 00:05:46.560 --> 00:05:49.759 the way I saw at work this morning that I'm still testing and still figuring 88 00:05:49.839 --> 00:05:53.519 out. Again, this is early so I'm still figuring it out. But 89 00:05:53.519 --> 00:05:56.879 one of the reasons why I think it was on my why this post was 90 00:05:56.920 --> 00:06:00.720 on my feed, was because James Carberry had commented on it. Now, 91 00:06:00.720 --> 00:06:02.240 as the found he's the founder of sweet fish. I'm a first connection with 92 00:06:02.360 --> 00:06:06.399 James carberry right so generally things that he comments on in general I'll show up 93 00:06:06.439 --> 00:06:10.399 in my feed. But this is the first time I saw something from a 94 00:06:11.040 --> 00:06:14.480 group and it had the little group logo on it and add the profile photo 95 00:06:14.560 --> 00:06:17.319 of the person who'd left the comment or the post and then it had james 96 00:06:17.319 --> 00:06:21.279 had comments on and of course it showed his comment down below. So while 97 00:06:21.319 --> 00:06:25.800 that's still a hurdled overcome. So not. It's not going to everybody's feeds 98 00:06:25.800 --> 00:06:30.319 automatically, I think. Yet still it's an easy hurdle to overcome because if 99 00:06:30.319 --> 00:06:33.279 you have a few prominent people in your group that are connected to most of 100 00:06:33.319 --> 00:06:38.680 the other group members, all it takes is two, three people, even 101 00:06:38.720 --> 00:06:42.480 one person. If you're as the group Creator, are just going and making 102 00:06:42.480 --> 00:06:46.199 sure you're leaving substantial engagement and all these and you're connected to all the other 103 00:06:46.199 --> 00:06:48.600 group members, that's going to really increase the likelihood that it's going to get 104 00:06:48.600 --> 00:06:51.279 in their feed. And if you have a couple of people in the group 105 00:06:51.319 --> 00:06:55.079 that are doing that and they're connected to most of the group members, then 106 00:06:55.120 --> 00:06:59.319 you're going to almost guarantee that that contents going into their feed because of the 107 00:06:59.319 --> 00:07:03.120 engagement Famili what excites you about this? Any thoughts here? Yeah, I 108 00:07:03.160 --> 00:07:08.000 mean I just have a lot of questions, I think because I wasn't active 109 00:07:08.040 --> 00:07:11.879 on Linkedin when groups were first hot, and so I'm wondering, like, 110 00:07:11.920 --> 00:07:16.360 what was the hype back then and why? Why is it becoming popular now 111 00:07:16.480 --> 00:07:20.759 or maybe you know it's still new, but why it would linkedin be optimizing 112 00:07:20.800 --> 00:07:25.759 for groups? I missed the first wave. To I remember some of the 113 00:07:25.759 --> 00:07:30.000 first original like og's on Linkedin that don't even do linkedin anymore. I can't 114 00:07:30.000 --> 00:07:33.240 remember. There was like a I think her name was Vivica, and she 115 00:07:33.319 --> 00:07:36.399 was the linkedin expert. She had a whole twitter following and called the linkedin 116 00:07:36.439 --> 00:07:41.600 expert, and Lewis Howe's who's now kind of moved on from linkedin. What 117 00:07:41.839 --> 00:07:45.240 they were both big and the linkedin groups. But since then, like like 118 00:07:45.600 --> 00:07:46.920 Lewis, you hear about every once in a while, the VICA, I 119 00:07:46.920 --> 00:07:49.720 don't even know what she does anymore. I mean Lus it was like you 120 00:07:49.879 --> 00:07:53.439 probably was a long time ago and they were doing it in the early, 121 00:07:53.480 --> 00:07:56.680 like mid two thousands. To show you like this was when this was a 122 00:07:56.720 --> 00:08:00.439 thing. Linkedin's been around a long time. So I've only it's almost like 123 00:08:00.480 --> 00:08:03.319 reading history book, like what happened back then, right, I don't know. 124 00:08:03.560 --> 00:08:05.839 I've only read about it, but I wasn't a part of it. 125 00:08:05.920 --> 00:08:13.040 Now it's just exciting because what happened with facebook is likely to happen with Linkedin. 126 00:08:13.560 --> 00:08:16.120 There was a time where pages worked on facebook. There was a time 127 00:08:16.120 --> 00:08:20.439 when profiles worked and then there came an era of when groups worked on Facebook, 128 00:08:20.480 --> 00:08:24.639 and it's still true today. We're groups are pretty pretty strong on facebook, 129 00:08:26.399 --> 00:08:31.240 which means people collect around interests more than the less less social graph, 130 00:08:31.320 --> 00:08:37.200 more interest graph. You think about tick tock, it's pure interest graph versus 131 00:08:37.279 --> 00:08:43.840 were twitter is today. It's pure social graph. Right, you only see 132 00:08:43.840 --> 00:08:46.720 content because of who you follow and who you follow follow, who you the 133 00:08:46.720 --> 00:08:52.039 the the in the interactions of the people you follow right because they like, 134 00:08:52.159 --> 00:08:58.600 retweet or reply to things. You see those right. So that social graph. 135 00:08:58.639 --> 00:09:00.720 Tick Tock, on the other side, is pure your interest graph. 136 00:09:00.759 --> 00:09:03.279 It only serves you topics that you like. Hence you can follow somebody, 137 00:09:03.320 --> 00:09:07.720 but you might not necessarily get any of their content. Right, it's way 138 00:09:07.720 --> 00:09:11.320 closer to the interest graph. Groups brings it closer to the interest graph, 139 00:09:11.399 --> 00:09:15.720 which means if you're a company targeting a specific topic and want to be known 140 00:09:15.799 --> 00:09:18.000 for that topic, it's going to be easier to do it than ever before. 141 00:09:18.399 --> 00:09:22.600 It's going to be easier for sweetfish to be known for be Tob podcasting 142 00:09:22.639 --> 00:09:24.320 and then ever before, because we're going to start my club all for BEDB 143 00:09:24.440 --> 00:09:30.000 podcasters, which will attract those people, and then we'll have our content, 144 00:09:30.080 --> 00:09:31.960 our expertise, in front of them all the time, because won't be engaging 145 00:09:31.960 --> 00:09:37.759 in this community called the linkedin group. I love the potential here from a 146 00:09:37.759 --> 00:09:41.919 marketing perspective, to like so many active marketers on Linkedin, but, like 147 00:09:43.399 --> 00:09:48.759 groups, would give you an opportunity to connect in just a further way in 148 00:09:48.799 --> 00:09:52.679 the place you already go to connect with other people outside your company. Anyway, 149 00:09:52.720 --> 00:09:56.279 that's what I hate about slack. Slack as an option for community is 150 00:09:56.320 --> 00:10:01.480 weird in that I'm I'm usually interacting with people that I need to do tasks, 151 00:10:01.519 --> 00:10:07.720 and it's a brain switch right and it's so distracting to have notification set 152 00:10:07.840 --> 00:10:11.440 up. So when I'm in a slack that's like that, I usually turn 153 00:10:11.559 --> 00:10:16.360 notifications off, which then now that's just as effective as a linkedin group in 154 00:10:16.399 --> 00:10:22.519 its old form. So I think when you can get a community to gather 155 00:10:22.639 --> 00:10:26.440 where it makes the most sense for them, like their brains already in the 156 00:10:26.440 --> 00:10:31.320 mode of connecting, in the mode of networking. That's why, even in 157 00:10:31.360 --> 00:10:35.559 a facebook situation, you're already there to see things that are entertaining or interesting 158 00:10:35.600 --> 00:10:39.960 to you and groups took off because people started niching down into I only want 159 00:10:41.000 --> 00:10:45.440 to see posts about whatever, and then you form community there and you start 160 00:10:45.480 --> 00:10:50.080 meeting people and it's like it's a room that you walked into that's all talking 161 00:10:50.120 --> 00:10:54.480 about the hobby or whatever the thing is that you all enjoy. I'm really 162 00:10:54.519 --> 00:11:01.919 interested to track this and hopefully they don't move too slow, but we will, 163 00:11:01.919 --> 00:11:05.840 we will see and you'll have to keep us posted on this one, 164 00:11:05.879 --> 00:11:11.320 because to me it's like, if you're connected with everyone and you're commenting actively, 165 00:11:11.559 --> 00:11:13.240 that has to be happening to other people where now it's like this first 166 00:11:13.240 --> 00:11:18.480 connection POPs up in their feed and it's already happening to other people. Other 167 00:11:18.480 --> 00:11:20.480 people have commented on this post because I of course, took a screenshot and 168 00:11:20.480 --> 00:11:24.000 talked about it on Linkedin, and other people by like, Oh, it's 169 00:11:24.000 --> 00:11:26.320 happened to me too, and I'm like, oh great, this is this 170 00:11:26.399 --> 00:11:30.559 is a thing. So linkedin's either in a pretty large test phase, if 171 00:11:30.679 --> 00:11:33.960 enough of my connections are saying it's happening to them too, or they've already 172 00:11:35.039 --> 00:11:37.799 rolled this out. No one's really noticed yet, or at least none of 173 00:11:37.840 --> 00:11:41.279 my connections of notice, otherwise I would have heard about it already. So 174 00:11:41.879 --> 00:11:43.360 you're right. You're totally right. When you said, Benjie, it's like 175 00:11:45.159 --> 00:11:50.120 they the old phrase, like the medium is the message rings true, because 176 00:11:50.159 --> 00:11:52.679 I find that it's partly true. But I'd say every medium has a bias 177 00:11:52.799 --> 00:11:58.679 to it. You have associations with different content platforms and with slack. From 178 00:11:58.679 --> 00:12:05.559 most of us it's collaboration and tasks. For linkedin it's content and interaction, 179 00:12:05.799 --> 00:12:09.919 right, so it's better to form your community around a channel that has a 180 00:12:09.960 --> 00:12:16.559 bias for content and engagement with people outside of your company, and that's what 181 00:12:16.600 --> 00:12:18.759 I like about Linkedin. Well, we'll be keep an eye on it and 182 00:12:18.799 --> 00:12:22.519 now, everybody that's listening to this, you can keep an eye on it 183 00:12:22.559 --> 00:12:24.919 too. Maybe go back through, look at dead groups you're a part of 184 00:12:24.960 --> 00:12:28.879 and do some spring cleaning and maybe join a new one. And obviously, 185 00:12:28.960 --> 00:12:35.000 if you are a be to be podcaster, then we want you to join 186 00:12:35.080 --> 00:12:41.240 my club. So be sure to do that. And today on be to 187 00:12:41.320 --> 00:12:45.320 be growth, we're about to share a interview that I did with Tara pollock. 188 00:12:45.399 --> 00:12:48.080 She has the head of US marketing at get accept and we're going to 189 00:12:48.080 --> 00:12:54.200 talk all about creating a customer centric mantra at your organization and also talk about 190 00:12:54.279 --> 00:13:00.879 building a customer marketing team. Love Tara's heart for customers and connecting them really 191 00:13:00.919 --> 00:13:03.559 in any way that she can to make sure that they're being as helpful as 192 00:13:03.600 --> 00:13:07.960 possible. She's done this from what for multiple organizations and is doing a great 193 00:13:07.039 --> 00:13:11.960 job at get except. You're going to enjoy this conversation, Dan Emily, 194 00:13:11.080 --> 00:13:16.240 thanks for jumping on here, and now let's head to our full interview with 195 00:13:16.240 --> 00:13:22.519 Tara Pollick. Welcome in, everybody, welcome back to be to be growth. 196 00:13:22.679 --> 00:13:26.240 Today I am joined by Tara Pollack. She is the head of US 197 00:13:26.240 --> 00:13:31.480 marketing at get except and we're thrilled to have Tara. Welcome in to be 198 00:13:31.559 --> 00:13:33.720 to be growth. Thank you so much for having me. I'm excited to 199 00:13:33.840 --> 00:13:39.279 chat today. Yeah, me too. So where I want to start is 200 00:13:39.559 --> 00:13:45.679 we were talking offline and we were talking about customer marketing and I feel like 201 00:13:45.679 --> 00:13:48.879 when that phrase customer marketing gets tossed around, there is kind of this gap 202 00:13:48.960 --> 00:13:54.559 right between the good it could provide and often maybe like what it is in 203 00:13:54.600 --> 00:14:01.759 reality. Customer Marketing shouldn't be US like marketing at our customers for your businesses 204 00:14:01.840 --> 00:14:07.279 like am media benefit, but pretty often I think that's essentially what it ends 205 00:14:07.360 --> 00:14:09.519 up being. I'm sure you feel this tension. I've heard you talk about 206 00:14:09.559 --> 00:14:13.039 a little bit, but bring that here to this conversation, Tara. How 207 00:14:13.080 --> 00:14:18.440 are you seeing that tension play itself out? Yeah, totally, I feel 208 00:14:18.519 --> 00:14:22.639 this a lot. I agree. So I started thinking about this after we 209 00:14:22.720 --> 00:14:30.120 chatted and you know, I think just the term itself, customer marketing right 210 00:14:30.159 --> 00:14:35.519 can be confused almost from like a traditional marketing mindset of like learning about marketing 211 00:14:35.519 --> 00:14:39.200 and what that is and the target market and who you're going after in the 212 00:14:39.200 --> 00:14:46.039 pain points that you're solving. But the my mindset of a custo customer marketing 213 00:14:46.120 --> 00:14:50.679 is really marketing for your customers. So the soul goal of helping add value 214 00:14:50.799 --> 00:14:56.080 to them and their own experience and how you can help them achieve goals. 215 00:14:56.120 --> 00:15:01.879 So you really should not be thinking about what else can I get out of 216 00:15:01.919 --> 00:15:07.039 my customers? It's not an expansion like growth model play and it's something that 217 00:15:07.080 --> 00:15:11.000 I've seen a lot and marketers in the way they talk about it or the 218 00:15:11.000 --> 00:15:15.720 way they structure their teams or they think that, okay, this is like 219 00:15:15.799 --> 00:15:18.240 the next thing that we need to do and we need to build a customer 220 00:15:18.320 --> 00:15:24.960 marketing team because it's expansion and what else can we do for US verse them? 221 00:15:24.159 --> 00:15:28.240 So I think it needs to be flipped. Yeah, let's go down 222 00:15:28.360 --> 00:15:31.399 let's go down the road of it going wrong a little bit further. So, 223 00:15:31.519 --> 00:15:37.279 like because we carry traditional marketing, marketing out into the world, into 224 00:15:37.360 --> 00:15:43.879 customer marketing, we almost have to like detach our our thoughts on marketing at 225 00:15:43.919 --> 00:15:48.279 people right and we have to think about it completely differently. How do you 226 00:15:48.320 --> 00:15:52.840 see this going wrong? Like what are some of the beyond just we do 227 00:15:52.879 --> 00:15:56.039 it selfishly, kind of naturally, but some of the ways that companies actually 228 00:15:56.240 --> 00:16:00.399 do customer marketing wrong? What are some of the ways they do that? 229 00:16:00.080 --> 00:16:07.279 Yeah, great question. So I think it has to all go back to 230 00:16:07.320 --> 00:16:12.200 the goal and where customer marketing can live or sit. So if it's sitting 231 00:16:12.279 --> 00:16:21.279 in like a traditional demand and structure and someone like is overseeing that, sometimes 232 00:16:21.279 --> 00:16:26.159 with customer success it can completely go wrong from the get go, from that 233 00:16:26.320 --> 00:16:32.919 goal, because customer market and my mind is the goal is not demand jet, 234 00:16:33.320 --> 00:16:37.840 it's not capturing more out of your customers. It's the simple goal of 235 00:16:37.879 --> 00:16:45.200 providing more value and happiness and experience. So, you know, at for 236 00:16:45.240 --> 00:16:48.519 an example, I see a lot of companies say, okay, great, 237 00:16:48.559 --> 00:16:53.440 we're going to have a customer newsletter and, you know, like a customer 238 00:16:53.919 --> 00:16:57.360 group and we're going to tell them all about our product releases and we're going 239 00:16:57.399 --> 00:17:02.440 to tell them and it's all about we and the company at the end of 240 00:17:02.440 --> 00:17:07.880 the day. Where it's should be looked at as the complete opposite and where 241 00:17:07.880 --> 00:17:11.680 you should start is where your customers are at. Them without you, without 242 00:17:11.720 --> 00:17:15.759 your service, without your tech, whatever you're selling, on their own and 243 00:17:15.799 --> 00:17:21.319 what are they experiencing? What is their daytoday? What a success look like 244 00:17:21.440 --> 00:17:25.079 for them? And that's when you can kind of flip it on the on 245 00:17:25.240 --> 00:17:27.960 its side, because you can't treat them all of the same right and that's 246 00:17:29.000 --> 00:17:33.440 what we're doing a lot of the Times. So it's interesting because it's really 247 00:17:33.480 --> 00:17:37.279 hard to sometimes prove out the value of this if it doesn't sit in a 248 00:17:37.319 --> 00:17:41.039 demandin play and you can't like prove it to the board room that, like, 249 00:17:41.200 --> 00:17:45.799 this is a worthwhile investment, because how are you going to show on 250 00:17:45.839 --> 00:17:51.160 the bottom line that this was worth it? Yet all intuitively we know, 251 00:17:51.720 --> 00:17:56.279 like we need happy customers and we want to add value to them in greater 252 00:17:56.319 --> 00:18:00.440 measure than just here's our core product and that's it right, like hope you 253 00:18:00.480 --> 00:18:03.559 know how to use it. But so for you guys at get, except 254 00:18:03.559 --> 00:18:07.359 specifically, like where would this function sort of sit? Where are you having 255 00:18:07.400 --> 00:18:11.519 these types of conversations like in the ORC chart? Yeah, that's a great 256 00:18:11.599 --> 00:18:18.160 question. So forget accept right now, since we're a global company, the 257 00:18:18.200 --> 00:18:23.799 responsibility of customer marketing is shared and its shared with in that regional market, 258 00:18:23.880 --> 00:18:27.480 since we're in like fifty plus countries, and you can imagine, market by 259 00:18:27.480 --> 00:18:33.359 market things are different, just from language expectations, adoption engagement. But it's 260 00:18:33.400 --> 00:18:37.359 all deliver with the same mindset of excellence of the way that we go to 261 00:18:37.400 --> 00:18:41.880 market and serve our customers and really it's all about them at the end of 262 00:18:41.880 --> 00:18:45.119 the day. So, for example, in the US market, we work 263 00:18:45.160 --> 00:18:52.480 as a team between marketing customer success, but in conjunction with product and product 264 00:18:52.519 --> 00:18:56.160 marketing. And so for me, the Best I can explain it to somebody 265 00:18:56.200 --> 00:19:02.680 else is almost like we're parduct marketing. I've worked with a lot of product 266 00:19:02.680 --> 00:19:06.000 marketers and they like where do I fit in? Right, it's like sometimes 267 00:19:06.000 --> 00:19:10.559 they report it to marketing, sometimes they report into product, but they have 268 00:19:10.680 --> 00:19:15.160 to be able to work with all these internal teams. I view customer marketing 269 00:19:15.200 --> 00:19:19.839 the exact same way. They usually roll up into marketing just by tradition, 270 00:19:21.279 --> 00:19:29.000 but they have to work really closely with customer success and product because they need 271 00:19:29.079 --> 00:19:32.400 to become the voice of the customer, but not the voice of the customer 272 00:19:32.480 --> 00:19:37.039 from a product standpoint, the voice of the customer, of knowing the customer 273 00:19:37.079 --> 00:19:40.680 and who they are and what else you can do to add value. And 274 00:19:40.759 --> 00:19:44.200 so that's why I see it as a share of responsibility. Someone will drive 275 00:19:44.240 --> 00:19:48.960 it. So usually you'll build out a role or a team, but right 276 00:19:48.960 --> 00:19:52.559 now at least, that got accept it's a share responsibility between marketing and customer 277 00:19:52.640 --> 00:19:56.400 success and the US market. Interesting. Yeah, it's going to be trying 278 00:19:56.480 --> 00:20:03.160 to sit slightly different places in different organizations. So if customer marketing is basically 279 00:20:03.200 --> 00:20:10.599 the customer experience and you're thinking about it throughout their life cycle, right there's 280 00:20:10.680 --> 00:20:15.440 definitely different ways that we can add value and I wonder what are some of 281 00:20:15.519 --> 00:20:19.319 the ways that you think about that, because we've brought up this word value 282 00:20:19.359 --> 00:20:23.599 several times already in our conversation, Tara so I when you think of adding 283 00:20:23.680 --> 00:20:29.359 value to the customer, how are you doing that in like and how are 284 00:20:29.359 --> 00:20:33.759 you facilitating it? I Guess I personally think the place you need to start 285 00:20:33.839 --> 00:20:38.599 and the first place in the life cycle is, I mean, you can 286 00:20:38.640 --> 00:20:42.559 start, I'm demanded marketer by heart. So I would say before they become 287 00:20:42.599 --> 00:20:47.759 a customer. Yep, yes, so for sure, from that end, 288 00:20:47.799 --> 00:20:52.440 in the communities that your customers are when they're still prospects, right. But 289 00:20:52.480 --> 00:20:59.200 for this conversation, I will absolutely say during onboarding and implementation. It's their 290 00:20:59.279 --> 00:21:03.319 first experience ants with you, you know, and that isn't just implementation, 291 00:21:03.359 --> 00:21:08.880 on board and Customer Success Team, right, they should really be experiencing the 292 00:21:10.079 --> 00:21:15.960 entire you know, engagement and what you stand for as a company. So 293 00:21:15.119 --> 00:21:18.519 I would say to start there, you need to build out, like, 294 00:21:18.640 --> 00:21:22.880 you know, a traditional three thousand and sixty ninety day plan. But then 295 00:21:22.920 --> 00:21:26.799 beyond that, I would say, at the bare minimum, on a quarterly 296 00:21:26.839 --> 00:21:33.160 basis, your customers should be hearing from you. I don't think you should 297 00:21:33.279 --> 00:21:37.000 ever think that you can overcommunicate with them, and what they should be hearing 298 00:21:37.039 --> 00:21:42.200 from you is additional value. When I say value from a customer marketing stample 299 00:21:42.279 --> 00:21:49.079 and I typically need programs. So building out a program that is not tied 300 00:21:49.400 --> 00:21:56.839 to your service or your software or whatever they've really bought from you. So 301 00:21:56.559 --> 00:22:02.920 a good example of this would be, you know, a customer advisory group 302 00:22:03.039 --> 00:22:07.119 or a user group that you could add to them and has. It shouldn't 303 00:22:07.119 --> 00:22:11.920 be fueled around your service or software, like I mentioned. So it should 304 00:22:11.960 --> 00:22:18.480 be a neutral forum for your customers or users to add, you know, 305 00:22:18.559 --> 00:22:23.720 their thoughts, their opinions, and really the whole point is to allow them 306 00:22:23.759 --> 00:22:29.680 to have the opportunity to be surrounded by others that they feel have the same 307 00:22:29.720 --> 00:22:33.759 challenges or pain points, and I just think that's like the biggest opportunity in 308 00:22:33.799 --> 00:22:41.799 today's world is more of the kind of community networking, and it's typically not 309 00:22:41.880 --> 00:22:45.640 even talked about software and products, which I find so interesting. And there's 310 00:22:45.680 --> 00:22:49.920 been some big brands that have done this really well in community. So Hmm, 311 00:22:51.079 --> 00:22:56.359 yeah, it does feel like the two biggest ways that companies are doing 312 00:22:56.400 --> 00:23:02.160 this and trying to add value is around events and community. So you can 313 00:23:02.240 --> 00:23:07.000 facilitate those two things in different ways. Some events are going to foster community, 314 00:23:07.079 --> 00:23:11.400 naturally, so we're going to be more like a talking head or you 315 00:23:11.440 --> 00:23:15.480 know, but that person is adding value to you. And then community. 316 00:23:17.160 --> 00:23:22.000 That word is like every five posts on linkedin right now, so good luck 317 00:23:22.000 --> 00:23:23.880 getting away from it right but I do want to go down the road of 318 00:23:23.920 --> 00:23:27.039 maybe both of those and I have some follow up questions for you. When 319 00:23:27.079 --> 00:23:33.160 you think of customer marketing done well when it comes to community specifically, do 320 00:23:33.200 --> 00:23:37.279 you have an example of that? Could you flesh that out a little bit 321 00:23:37.279 --> 00:23:45.720 more for us? Sure. So I think people community, they go to 322 00:23:45.920 --> 00:23:51.400 like forums or like flack channels and that type of community. You know, 323 00:23:51.480 --> 00:23:55.279 Linkedin of course, as a community on a larger scale, or groups or 324 00:23:55.279 --> 00:24:03.160 something like that, but there's also some smaller way to really rally your your 325 00:24:03.279 --> 00:24:08.319 audience. I would say, could be customers and or prospects together. So 326 00:24:08.599 --> 00:24:15.640 one that I absolutely love. That's typically a more traditional marketing in tactic. 327 00:24:15.839 --> 00:24:18.960 I guess you could look at or program. Is a loyalty program or rewards 328 00:24:19.039 --> 00:24:25.799 program that I've seen done really, really well. So I've seen companies give 329 00:24:25.839 --> 00:24:32.319 out even if it's just like earning badges or earning swag, but for me 330 00:24:32.400 --> 00:24:37.839 it's the whole idea when it's done well, is surprise and delight. So 331 00:24:37.880 --> 00:24:41.000 the customers don't really know that this is happening for a little while, and 332 00:24:41.319 --> 00:24:45.759 I'll tell you a little bit of what we've been thinking about here. I 333 00:24:45.799 --> 00:24:49.160 get except for the US market is developing right now. We're just kind of 334 00:24:49.160 --> 00:24:56.839 calling it like an Allstar program of rewarding and celebrating our customers. And you 335 00:24:56.880 --> 00:25:00.119 know, it's just because if you really know your customers and you're listening to 336 00:25:00.200 --> 00:25:03.319 them and your customers success, a customer support in your customer marketing is doing 337 00:25:03.319 --> 00:25:07.799 a really good job, then you really get to know your customers, at 338 00:25:07.880 --> 00:25:11.680 least a handful of them that are open and transparent, and you know, 339 00:25:11.880 --> 00:25:15.480 we know a lot about them. So it's, you know, developing that 340 00:25:15.519 --> 00:25:21.880 they're the hero and really appreciating what they do at the end of the day, 341 00:25:21.920 --> 00:25:26.200 every single day, and that their work matters. So, you know, 342 00:25:26.359 --> 00:25:33.279 really developing a program and sharing that through social or many different channels like 343 00:25:33.359 --> 00:25:40.599 email and different groups that we have, but inviting others to see how they 344 00:25:40.680 --> 00:25:47.039 got there and having them to be very human. So it's not perfect. 345 00:25:47.079 --> 00:25:49.599 So it's beyond like a customer case study where there's, you know, the 346 00:25:49.640 --> 00:25:55.359 shiny quote and the results and all of that, but it's really understanding their 347 00:25:55.440 --> 00:26:00.440 journey and from our vantage point, we saw them through the journey, so 348 00:26:00.480 --> 00:26:04.480 we have a different perspective on it. So we can celebrate them and say, 349 00:26:04.519 --> 00:26:07.920 Hey, what you're doing in your own industry and at your company is 350 00:26:07.960 --> 00:26:12.559 amazing because we've seen you for the last year do this this mess for, 351 00:26:14.000 --> 00:26:18.279 you know, whatever they're doing and their vision and their goals at their company. 352 00:26:18.279 --> 00:26:22.519 So, and I think that extra little cherry that everyone should think about 353 00:26:22.559 --> 00:26:26.240 is making it very personal, so you can think about kind of all stars, 354 00:26:26.279 --> 00:26:30.240 of like most dedicated, like best teamwork, things like that. You're 355 00:26:30.279 --> 00:26:34.839 not necessarily comparing your customers to each other, because it's very difficult, but 356 00:26:34.880 --> 00:26:41.279 you're really just celebrating them. So, for us, we sell sales technology 357 00:26:41.519 --> 00:26:45.720 and you know, is it something that we say closer of the quarter or 358 00:26:45.799 --> 00:26:51.599 the most one deals or you know, something like that. But just make 359 00:26:51.640 --> 00:26:56.079 it fun and make it creative and say like hey, we've been watching you, 360 00:26:56.160 --> 00:27:00.799 we see you, and to be to get that type of reward and 361 00:27:00.839 --> 00:27:07.319 recognition and kind of big storytelling from a vendor, it's just very rare. 362 00:27:07.480 --> 00:27:11.039 Yep, I think it's rare and there's so many ways that you can connect, 363 00:27:11.119 --> 00:27:15.920 like both privately and publicly, personalizing it, making it human. So 364 00:27:17.759 --> 00:27:22.559 it could be sending them something privately that recognizes them, while attaching that as 365 00:27:22.559 --> 00:27:26.160 well to something very public, like I love the idea of something posted on 366 00:27:26.240 --> 00:27:30.799 social where you're able to highlight a win that that company's experiencing, and it 367 00:27:30.839 --> 00:27:34.400 had me thinking of like in this example, you guys are the Guide and 368 00:27:34.519 --> 00:27:37.640 though, the person that are, the company that you're highlighting there, the 369 00:27:37.640 --> 00:27:41.720 hero, right. So you're able to say something and you were able to 370 00:27:41.759 --> 00:27:45.880 help facilitate that because of the service you provide, but at the same time, 371 00:27:47.000 --> 00:27:49.160 like, ultimately, you're shining a spotlight on them and that grows in 372 00:27:49.200 --> 00:27:55.400 foster's community in the long run, because community ultimately is like recognizing the golden 373 00:27:55.440 --> 00:27:57.559 other people, the golden their company and calling that and bring that to the 374 00:27:57.559 --> 00:28:03.000 surface. I think that's a fantastic way of facilitating this. Anything else on 375 00:28:03.039 --> 00:28:06.799 community specifically that you would you would highlight ways that you think we can do 376 00:28:06.839 --> 00:28:11.319 that well to to foster this idea of customer marketing. Yeah, I mean 377 00:28:11.680 --> 00:28:18.599 it kind of goes into like events a little bit, but I think yeah, 378 00:28:18.640 --> 00:28:22.200 okay, because it's like community events kind of go hand in hand a 379 00:28:22.200 --> 00:28:26.720 little bit there in my mind, but I personally think that, okay, 380 00:28:26.839 --> 00:28:30.519 networking, of course, that's like immediately what people think of when you think 381 00:28:30.599 --> 00:28:34.920 of events, right, it's just that's how it is typically. But the 382 00:28:36.000 --> 00:28:45.240 career development path and career pathing and allowing people to have super transparent conversations with 383 00:28:45.279 --> 00:28:51.799 like likeminded people. I just think this is I don't know, this is 384 00:28:51.839 --> 00:28:56.920 the way of like open, open forums of really, at the end of 385 00:28:56.039 --> 00:29:03.039 you're helping other people that understand and it doesn't matter. You know your service. 386 00:29:03.079 --> 00:29:06.400 Again, it's like you have probably some of the same types of roles 387 00:29:06.440 --> 00:29:08.920 that use use your product. Right, usually you're selling to somewhat of the 388 00:29:08.960 --> 00:29:15.759 same personas or a set of personas. So I think people crave that, 389 00:29:15.039 --> 00:29:22.720 and especially if they have that commonality. And it's just something that I've seen 390 00:29:22.759 --> 00:29:26.799 again and again, even just from our own internal teams and me being a 391 00:29:26.880 --> 00:29:34.279 leader, of constantly people wanting career development, passing, open conversations and just 392 00:29:34.359 --> 00:29:40.000 lifelong learning. I think I think that's the thing on that one. It's 393 00:29:40.039 --> 00:29:41.839 just constant. I would I wonder what you would say, because people think 394 00:29:41.880 --> 00:29:45.079 about this one differently. Right. So when you think of creating events, 395 00:29:45.160 --> 00:29:52.400 sometimes it's something where you would invite potential customers and customers to that and everyone 396 00:29:52.440 --> 00:29:56.759 would have equal access. Some are going to be listening to us and they're 397 00:29:56.759 --> 00:29:59.640 thinking, okay, well, this is gated and this is for those that 398 00:29:59.680 --> 00:30:03.640 are already within our community of sorts. There are already customers and we're adding 399 00:30:03.720 --> 00:30:08.240 value only to them, because that's another way that we provide value. How 400 00:30:08.279 --> 00:30:12.400 do you think about that and maybe even balance it? Would love to go 401 00:30:12.440 --> 00:30:18.599 down that road a little. Yeah, that's a great question. So I've 402 00:30:18.640 --> 00:30:25.759 done, I would say, every way, both ways, but when I 403 00:30:25.839 --> 00:30:30.240 think of that, I guess I would tell people to test and try it 404 00:30:30.319 --> 00:30:37.839 out. I'm a huge fan of pretty much everything ungated from a marketing standpoint 405 00:30:37.920 --> 00:30:41.039 because again, if you go back to what comes of our marketing is it's 406 00:30:41.079 --> 00:30:48.599 delivering value with no expectation of anything in return. So as far as like 407 00:30:48.640 --> 00:30:55.240 your brand identity, if you're developing say, you know, Half Day virtual 408 00:30:55.240 --> 00:30:57.799 conference or a full day, you know, why not open that up to 409 00:30:57.880 --> 00:31:03.440 prospects, or maybe not competitors, but you know like other people in your 410 00:31:03.480 --> 00:31:08.359 industry or thought leader is at verse, like keeping them out. If you're 411 00:31:08.359 --> 00:31:11.000 really going to talk about your product and your product roadmap, that's like a 412 00:31:11.000 --> 00:31:15.839 whole other you know, we're not here to sell in communities. We are 413 00:31:15.880 --> 00:31:19.319 not here. Is Not selfserving. So for me, if you're really doing 414 00:31:19.319 --> 00:31:25.680 what you should be doing and providing value and not having it be done for 415 00:31:25.759 --> 00:31:32.480 any benefit of yourself, I think it's fair game that everything is pretty much 416 00:31:32.480 --> 00:31:34.640 open. And yeah, it's costly. Like to your point, it's hard. 417 00:31:34.839 --> 00:31:38.640 It's a hard sell internally. It's a hard cell to a board sometimes 418 00:31:38.759 --> 00:31:44.160 with investment, but you have to keep pushing and I think you can test 419 00:31:44.200 --> 00:31:47.559 and try it out on a small scale to get some winds. Okay, 420 00:31:47.559 --> 00:31:49.920 so let's just go down a thought experiment road for a second and let's go 421 00:31:49.960 --> 00:31:53.720 to the gated side of things, because I I think we're a lot of 422 00:31:53.720 --> 00:31:57.960 these conversations. I find myself like ending up in a space where I go 423 00:31:59.039 --> 00:32:02.519 everything should be ungated, like I'm very much where you are. So this 424 00:32:02.599 --> 00:32:06.000 isn't really push back on your way of thinking. It's more like, let's 425 00:32:06.039 --> 00:32:08.599 just run the other side real quick, because you've done all of this right. 426 00:32:09.240 --> 00:32:14.880 I could see the that side being well, they're already our customers, 427 00:32:14.960 --> 00:32:20.799 so it's beneficial to them specifically. It's a smaller community, so we can 428 00:32:20.839 --> 00:32:23.160 foster it in a different way, whereas maybe different people are coming in and 429 00:32:23.160 --> 00:32:27.920 out every time. Like what do you see as the potential benefits to doing 430 00:32:27.960 --> 00:32:31.240 it the opposite way of what you just explained? Yeah, I mean I 431 00:32:31.720 --> 00:32:38.480 do see that side for sure. I just think there's a long term benefit. 432 00:32:38.880 --> 00:32:43.960 I'll tell you that I did. We have run in the past and 433 00:32:44.200 --> 00:32:49.480 a previous role that I was at a customer conference where we did one day 434 00:32:49.599 --> 00:32:55.079 was prospects customers and then next day was just customers, and the reason we 435 00:32:55.119 --> 00:33:01.680 did that was more around content and really trying to know the audience because, 436 00:33:01.759 --> 00:33:07.160 as you can imagine that I've done this before and speaking engagements, it's hard 437 00:33:07.160 --> 00:33:12.640 when you have customers and people that are not on your product. Yeah, 438 00:33:12.680 --> 00:33:15.759 because even just speaking, you know, as your language. Wait, yes, 439 00:33:15.799 --> 00:33:17.880 you like I can't, I can't say that, or I should say 440 00:33:17.920 --> 00:33:21.880 that, or you know, like you're just you can get it's hard and 441 00:33:21.880 --> 00:33:24.119 you have to prep a ton of people, you have to have those crazy 442 00:33:24.160 --> 00:33:31.079 content committee and it just gets more complicated. So from a simplistic standpoint. 443 00:33:31.240 --> 00:33:35.319 I totally get that and I would be on board with that. I would 444 00:33:35.359 --> 00:33:39.319 also say, if this is something you've never done before, take the easy 445 00:33:39.400 --> 00:33:45.000 road. Try It with customers, because the most critical part of customer marketing 446 00:33:45.039 --> 00:33:51.160 to me is feedback. That's how you know how you doing. Otherwise you're 447 00:33:51.240 --> 00:33:55.400 providing this value with not not charging anybody. And where you know, like 448 00:33:55.400 --> 00:34:00.160 where's the Roi? Where you know, like how our howls you supposed to 449 00:34:00.160 --> 00:34:01.400 know? Yeah, I think there's a lot there, and testing is a 450 00:34:01.480 --> 00:34:05.240 huge thing because, company to company, you might I mean, I've heard 451 00:34:05.279 --> 00:34:07.719 success stories all over the map of what we're talking about with you could build 452 00:34:07.719 --> 00:34:12.840 community with just customers and see success there, because you're adding tremendous value. 453 00:34:12.880 --> 00:34:15.840 Mixing them together. Of course there's going to be value because now you have 454 00:34:15.880 --> 00:34:20.400 people that are essentially evangelists for your company because they're already having a great experience 455 00:34:20.440 --> 00:34:24.400 with people that you know are new and maybe still wondering. So I think 456 00:34:24.440 --> 00:34:30.039 across the map there is a spectrum of potential goodness with comes from community and 457 00:34:30.039 --> 00:34:34.440 events and I love the way that you you break that down. I do 458 00:34:34.480 --> 00:34:38.199 want to I want to camp out on the Roy side of things real quick, 459 00:34:38.320 --> 00:34:43.960 because when we think about it as marketers, I think the word resonance 460 00:34:44.000 --> 00:34:46.920 would come up, like does this resonate with the people that are attending these 461 00:34:46.920 --> 00:34:50.840 events, that are a part of this community? That's a huge win, 462 00:34:51.360 --> 00:34:53.480 but that's really you can't put that on a spreadsheet. You might be able 463 00:34:53.480 --> 00:34:58.760 to get a testimonial, but beyond that, good luck. So how are 464 00:34:58.760 --> 00:35:04.679 we ultimately thinking about the Roi of events and community? Like Tara, break 465 00:35:04.719 --> 00:35:08.079 that down for me at what would you be thinking about when you're maybe having 466 00:35:08.159 --> 00:35:14.199 to sell this to the boardroom? Yeah, now, it's a great question. 467 00:35:14.440 --> 00:35:16.480 It's, you know, I think a marketer relying if you would say 468 00:35:16.480 --> 00:35:21.719 it's easy, right, it's it's an ongoing challenge because you're testing and trying 469 00:35:21.719 --> 00:35:24.840 new things and new events and new content. So I mean I would break 470 00:35:24.920 --> 00:35:31.199 it into different categories and, of course, getting the feedback from the customers 471 00:35:31.440 --> 00:35:37.559 is absolutely crucial. Of asking them everything, like the good, the bad, 472 00:35:37.599 --> 00:35:43.320 the ugly, what you could improve, what they were surprised by, 473 00:35:43.679 --> 00:35:45.840 you know, like really getting all of that feedback, I think, is 474 00:35:45.880 --> 00:35:51.559 super important. And of yeah, that's kind of like we're on the customer 475 00:35:51.599 --> 00:35:55.320 feedback the quotes, the experience, like showing some of that. But I 476 00:35:55.360 --> 00:36:01.679 also think it's super important to bring up other things as far as engagement. 477 00:36:02.239 --> 00:36:07.159 If you didn't have this event, or you know this, you know micro 478 00:36:07.239 --> 00:36:14.440 event or community Powell, whatever you you held, how many people did attend? 479 00:36:14.639 --> 00:36:19.679 How long did they stay? Did they go back into your product with 480 00:36:19.920 --> 00:36:25.719 there some inferences that you could make? was there an increase of traffic to, 481 00:36:27.039 --> 00:36:29.960 I don't know, certain pages on your site that just happen to come 482 00:36:29.960 --> 00:36:34.239 direct during that exact window? You know, like there's other ways that you 483 00:36:34.239 --> 00:36:37.920 can look through, like key kpis that you typically talk about almost from the 484 00:36:37.960 --> 00:36:42.920 demand Gen side, but you can also look at them from a customer side 485 00:36:42.960 --> 00:36:45.440 to did like you have a log in, say it's software, or did 486 00:36:45.440 --> 00:36:52.159 you get more conversations happening with sales or customer success? So it's like identifying 487 00:36:52.239 --> 00:36:59.880 all of those signals beforehand. Is Is I think that take his key verse, 488 00:37:00.039 --> 00:37:02.960 just like a post event. How's everybody feeling? How do we think 489 00:37:04.000 --> 00:37:07.719 it went? That then it gets really tricky, but it's like defining your 490 00:37:07.760 --> 00:37:10.920 success up front, and that'll look different for everybody, but some of those 491 00:37:10.960 --> 00:37:15.280 that I just mentioned I think are two things to hone in on. Oh 492 00:37:15.400 --> 00:37:19.840 yeah, for sure, having clear signals and knowing those ahead of time then 493 00:37:19.880 --> 00:37:23.000 allows you to track throughout that whole process and come back with that feedback and 494 00:37:23.000 --> 00:37:25.920 then you can adjust the signals for the next event or the next community thing 495 00:37:25.960 --> 00:37:30.519 you do. But that's always, I think, the tension and point is 496 00:37:30.519 --> 00:37:35.920 where unsure what to measure so then like we don't measure instead of let's pick 497 00:37:35.960 --> 00:37:37.719 a few things and then we'll test something else next time. And I love 498 00:37:37.800 --> 00:37:42.199 that you said if you didn't have it, like what, essentially, what 499 00:37:42.199 --> 00:37:46.159 would happen? Right and looking for the negatives if we didn't have this community 500 00:37:46.199 --> 00:37:50.719 event, like what's the whole right? What's the hole that this is plugging? 501 00:37:50.800 --> 00:37:53.559 What's the customer experience that we're creating? And I think that's crucial. 502 00:37:53.599 --> 00:37:58.880 And also want to throw in the point that I think for early stage companies, 503 00:37:59.039 --> 00:38:01.400 customer marketing is something that is not really paid a whole lot of attention 504 00:38:01.519 --> 00:38:04.960 to. It's like a nice to have, not a need to have. 505 00:38:05.039 --> 00:38:08.320 And if you're looking for something to differentiate on, these are ways that you 506 00:38:08.320 --> 00:38:15.440 could potentially differentiate. Differentiate by starting with events, starting with community and I've 507 00:38:15.440 --> 00:38:19.039 heard some of those success stories that come from that, because you just you 508 00:38:19.079 --> 00:38:22.440 go down a road that and you create that and then demand comes because because 509 00:38:22.480 --> 00:38:25.199 of it, and I know Tara loves demand. Jen that's one thing that 510 00:38:25.239 --> 00:38:30.920 I learned in this conversation, for sure. Okay, let's let's end the 511 00:38:30.920 --> 00:38:35.559 conversation here. Tara, if listeners are kind of looking and they're going maybe 512 00:38:35.639 --> 00:38:39.440 they're taking an audit because of our conversation today on customer marketing and they're going 513 00:38:39.440 --> 00:38:43.800 to identify some things after listening to that this episode, that they want to 514 00:38:43.800 --> 00:38:49.440 take action on. Some up this conversation by giving people, maybe it's some 515 00:38:49.480 --> 00:38:52.519 sort of action item or question they should be asking. What should we be 516 00:38:52.559 --> 00:38:57.599 doing and thinking about as we leave this episode and the way we think about 517 00:38:57.639 --> 00:39:04.159 customer marketing? Yeah, I mean I would start with listening to your customers, 518 00:39:04.159 --> 00:39:07.599 if you're not already doing that, gathering the research, get their feedbacks, 519 00:39:07.599 --> 00:39:12.000 opinions. They'll tell you, if you ask them, what could aid 520 00:39:12.079 --> 00:39:15.519 in their day to day roles at their Org, what success looks like to 521 00:39:15.559 --> 00:39:21.239 them and their business and their role. And then start small. Think of 522 00:39:21.400 --> 00:39:28.000 one program think of one initiative that you could work together with other teams that 523 00:39:28.079 --> 00:39:32.320 your organization, because it should be a share of responsibility and test and try 524 00:39:32.320 --> 00:39:37.880 it out. Is that, you know, a customer Ambassador Program? Is 525 00:39:37.920 --> 00:39:40.599 that a user group? Is it that half day meet up? You know, 526 00:39:40.719 --> 00:39:45.719 something that's really gathering your customers together and some type of community that you're 527 00:39:45.760 --> 00:39:51.840 adding more value to. And also don't forget the surprise and delight, because 528 00:39:51.920 --> 00:39:55.360 everybody wants to see that their hard work every day. We work really hard 529 00:39:55.360 --> 00:40:00.239 all day. You know, they want to see that their their work atters 530 00:40:00.480 --> 00:40:04.880 and you need to show that to your customers. Fun Conversation today here with 531 00:40:04.920 --> 00:40:08.840 Tara for those that want to stay connected with you and also the work that 532 00:40:09.039 --> 00:40:13.559 you guys are doing at get accept. Tell us a little bit about the 533 00:40:13.559 --> 00:40:16.760 company and then ways that people can stay connected. Yeah, for sure. 534 00:40:16.800 --> 00:40:22.000 So get except. We are a digital sales room platform category leaders which came 535 00:40:22.000 --> 00:40:29.119 out from dtwo. So please go check us out. Get ACCEPTCOM and we'd 536 00:40:29.159 --> 00:40:31.599 love to chat with you. But you can also find me on Linkedin. 537 00:40:31.840 --> 00:40:36.599 So I'd love to connect with anyone listening, for sure, and you can 538 00:40:36.639 --> 00:40:40.039 connect with me as well on Linkedin. Love to chat with people about be 539 00:40:40.159 --> 00:40:45.320 tob growth, maybe something you learned in this episode with Tara always chatting about 540 00:40:45.360 --> 00:40:49.960 marketing business life over there, so just search Benjy bock for that. Tara, 541 00:40:50.119 --> 00:40:52.360 it has been a pleasure to have you here with us on on this 542 00:40:52.440 --> 00:40:57.079 episode. Thanks so much for sharing your wisdom with us. Yeah, of 543 00:40:57.079 --> 00:40:59.800 course, thanks so much for having me. For our listeners, if you 544 00:40:59.880 --> 00:41:02.360 have yet to subscribe to the PODCAST, be sure to do that on whatever 545 00:41:02.360 --> 00:41:07.920 your favorite podcast player is. We're having conversations like this to help fuel your 546 00:41:07.960 --> 00:41:12.119 growth and your innovation, and so we want you to never miss an episode. 547 00:41:12.199 --> 00:41:27.920 Keep doing worked that matters. Will be back real soon with another episode. 548 00:41:28.039 --> 00:41:30.119 Be Tob growth is brought to you by the team at sweet fish medium. 549 00:41:30.159 --> 00:41:34.400 Here at sweet fish, we produce podcasts for some of the most innovative 550 00:41:34.400 --> 00:41:38.559 brands in the world and we help them turn those podcasts into Microvideos linkedin content, 551 00:41:38.719 --> 00:41:43.559 blog post and more. We're on a mission to produce every leader's favorite 552 00:41:43.599 --> 00:41:46.440 show. Want more information, visit sweet PHISH MEDIACOM