Transcript
WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah, 2 00:00:04.940 --> 00:00:09.680 hi everyone, welcome back to be to be growth. I'm Olivia Hurley with sweet 3 00:00:09.680 --> 00:00:14.140 fish media and I'm joined today by Tanya Sharma Ludovic, who is the 4 00:00:14.140 --> 00:00:19.830 marketing director at air slate. Tanya, how are you doing today? Great and 5 00:00:19.840 --> 00:00:26.250 happy to be here today. Oh, great. Well I'm thrilled that we get to chat Tanya, 6 00:00:26.250 --> 00:00:31.150 you have seen a lot, you have experienced a lot, you've been in a lot 7 00:00:31.150 --> 00:00:34.530 of different seats and um one of the things that you were telling me you 8 00:00:34.530 --> 00:00:38.530 were really passionate about is you've noticed that people are really willing 9 00:00:38.530 --> 00:00:43.820 to jump into developing the emotional space and experience of building a 10 00:00:43.820 --> 00:00:52.280 brand, but that you would caution that brand development needs to be coupled 11 00:00:52.280 --> 00:00:56.730 with measurable outcomes. People who are building brands need to understand 12 00:00:56.730 --> 00:01:01.910 how to measure it. So if we were to start at the very beginning of this, 13 00:01:02.740 --> 00:01:08.720 when We would go to build out a brand when somebody in a B2B company starts 14 00:01:08.720 --> 00:01:12.910 building out their brand, what do you think they need to be measuring? You 15 00:01:12.910 --> 00:01:17.280 know, like you mentioned the exactly right about this emotional attributes 16 00:01:17.280 --> 00:01:22.600 and his father of advertising and marketing. David ogilvy facade that 17 00:01:22.600 --> 00:01:28.670 brand is uh you know, it's mix of bills, emotional and rational attributes of 18 00:01:28.670 --> 00:01:34.260 the product. So definitely if brand provokes and provokes emotions, how do 19 00:01:34.260 --> 00:01:38.300 you measure them? You know, it's something like, you know, you say, why 20 00:01:38.300 --> 00:01:43.170 do you love something? Right? It's about emotions and uh we're all about, 21 00:01:43.180 --> 00:01:48.710 you know, like brand delivers and uh, you know, Love Marks is such a sad, 22 00:01:48.720 --> 00:01:53.980 definitely branch should impact your business and in BtB, when you say like, 23 00:01:53.980 --> 00:01:58.320 what do you want to measure at the end? You want to measure your revenue, your 24 00:01:58.330 --> 00:02:03.710 business growth, right? And when you talk with your sales team, they don't 25 00:02:03.710 --> 00:02:08.070 want to see all of those, you know, Love Marks, they want to see leads 26 00:02:08.070 --> 00:02:15.310 coming into the pipelines and uh, deals, converting. So then definitely you will 27 00:02:15.310 --> 00:02:21.160 be measuring your revenue. So to understand how that goes, you need to 28 00:02:21.160 --> 00:02:27.020 understand how strong your brand is. And uh, first of all, we talk about 29 00:02:27.020 --> 00:02:32.970 brand awareness basically, like uh, do your prospect, no, you out there in the 30 00:02:32.980 --> 00:02:38.970 market ocean, right? So before they have to know you and ideally you should 31 00:02:38.970 --> 00:02:43.270 be top of mind in consideration. Like when we say about like video chatting, 32 00:02:43.270 --> 00:02:47.940 right? You know what video chat you would pick? A zoom? Yeah, great. That's, 33 00:02:47.940 --> 00:02:53.860 that's top of mind. So, or at least you want to be um, in aided brand awareness, 34 00:02:53.860 --> 00:02:59.060 like, you know what video chatter products do, you know, and you can name 35 00:02:59.060 --> 00:03:04.610 a few and you want to be on that list after you, you get on the, at least at 36 00:03:04.610 --> 00:03:09.810 least your prospects can consider you. Uh, So that's definitely something you 37 00:03:09.810 --> 00:03:15.710 want to measure. Uh, So getting back to where I started, uh, you would love to 38 00:03:15.710 --> 00:03:21.630 measure your brand awareness, you know, how, you know, on the market? Yeah, 39 00:03:21.640 --> 00:03:26.740 absolutely. So how exactly do you propose that we measure brand awareness? 40 00:03:26.750 --> 00:03:32.930 So they will go directly to your website, You can see that in traffic 41 00:03:32.930 --> 00:03:40.200 spikes and obviously they will be searching uh, your brand um, over the 42 00:03:40.200 --> 00:03:48.020 internet. So you can track also brand search uh as a parameters when we talk 43 00:03:48.020 --> 00:03:52.730 about brand awareness. It's not only, you know, like how they know your brand, 44 00:03:52.740 --> 00:03:59.250 but also how they take your brand further. You know, is it going through 45 00:03:59.250 --> 00:04:06.610 social media? Does it go through media channels and on that you will be 46 00:04:06.610 --> 00:04:12.620 measuring the share of voice, basically how much of that space your brand 47 00:04:12.630 --> 00:04:17.700 occupies comparing to your composition. That's so helpful. So we want to be 48 00:04:17.700 --> 00:04:22.360 measuring brand awareness through traffic spikes on the website. We want 49 00:04:22.360 --> 00:04:28.430 to be looking at how people further their discovery of your brand through 50 00:04:28.430 --> 00:04:34.290 social channels, ultimately to end up on that top of mind or top three on 51 00:04:34.290 --> 00:04:40.860 your mind list. So Tanya, why is it so important to be measuring these things 52 00:04:41.240 --> 00:04:45.400 just for the business? To understand where the growth come from? You want to 53 00:04:45.400 --> 00:04:50.480 build predictable growth. You want to understand what channels or what 54 00:04:50.490 --> 00:04:57.250 elements of your marketing are impacting your sales, so you can build 55 00:04:57.250 --> 00:05:03.870 that for the future. Absolutely. So I'm curious if we could hop into the minds 56 00:05:03.880 --> 00:05:09.020 of marketers who are eager to build out their brand, but maybe don't know as 57 00:05:09.020 --> 00:05:15.230 much about measuring these elements yet. Why do you think marketers generally 58 00:05:15.240 --> 00:05:21.420 neglect measuring brand elements? It could be, you know, like when you're in 59 00:05:21.420 --> 00:05:25.720 a hurry and you need to deliver number, so you need to deliver, you know, you 60 00:05:25.720 --> 00:05:32.590 need to build its pipeline for your sales team and you just, you know, do 61 00:05:32.590 --> 00:05:38.430 do do that, and then you're not measuring uh in details would help you 62 00:05:38.430 --> 00:05:44.350 to build that pipeline, That could be, you know, one marketing teams neglected, 63 00:05:44.360 --> 00:05:49.210 um might be the case uh to the beginning of our discussion, you know, 64 00:05:49.210 --> 00:05:54.570 brand is so emotional when we go to slack, let's say, I don't know if you 65 00:05:54.570 --> 00:05:59.480 remember they had on twitter this wall of love where they, you know, users 66 00:05:59.480 --> 00:06:05.380 were coming and saying, you know, why is it of slack and so on? You know, uh 67 00:06:05.390 --> 00:06:08.780 from one side, that's a great sample and that maybe we will talk about it a 68 00:06:08.780 --> 00:06:13.300 little bit later, you know, this is brand development driven by Product 69 00:06:13.300 --> 00:06:18.040 Lead BTB company, which is a great example as we at Aarhus Late, you know, 70 00:06:18.040 --> 00:06:22.110 we're product lad company from United Side, you know, how would you measure 71 00:06:22.110 --> 00:06:26.170 that laugh? Right, but still you can measure it because you know this is 72 00:06:26.170 --> 00:06:29.780 twitter, you can measure it, you know, a number of course you can see the, you 73 00:06:29.780 --> 00:06:34.130 know, at least you can measure an engagement and then you can see if that 74 00:06:34.140 --> 00:06:40.240 has an impact on conversions and further sales right? Basically, you 75 00:06:40.240 --> 00:06:44.890 know, like if you need you can go and measure each channel performance in in 76 00:06:44.890 --> 00:06:51.710 details. Absolutely. So bringing your market onto the channels that you can 77 00:06:51.710 --> 00:06:54.770 measure for them to have the opportunity to share their brand 78 00:06:54.770 --> 00:07:00.680 affinity. Oh, that's that's brilliant, yeah, absolutely. And even if you talk 79 00:07:00.680 --> 00:07:06.230 about sales, you can measure that even if there is a sales process because you 80 00:07:06.230 --> 00:07:12.240 know when your sales team talk to prospects, right? They know who else is 81 00:07:12.240 --> 00:07:16.960 on consideration list. They know why customers choose you and customers can 82 00:07:16.960 --> 00:07:20.280 simply choose you because you are, you know, on top of mind of their 83 00:07:20.280 --> 00:07:25.230 consideration list, that's, you know, that's where marketing did a good job 84 00:07:25.240 --> 00:07:31.700 for sales folks. So I'm curious to dive into a little bit of your experience 85 00:07:31.700 --> 00:07:37.260 and get inside your mind, what results have you seen from measuring brand? 86 00:07:38.040 --> 00:07:42.510 It's sad, you know, like when you start building awareness, you can see, you 87 00:07:42.510 --> 00:07:47.960 know that more users are coming to your website, more users are searching for 88 00:07:47.960 --> 00:07:53.750 you. So if you have more traffic to your website, basically you will have 89 00:07:53.760 --> 00:07:59.800 more leads get into sales. That's how, you know, look at the funnel and 90 00:07:59.810 --> 00:08:05.580 measure it. I can see you know, what activities I'm doing uh in regards to 91 00:08:05.590 --> 00:08:10.860 brand building brand development, brand awareness and I can, you know, measure 92 00:08:10.860 --> 00:08:16.030 it at the top of the funnel and then how we drive through the funnel in, 93 00:08:16.040 --> 00:08:20.530 watch out here. You know, like when you run multiple activities, right? You 94 00:08:20.530 --> 00:08:25.520 have a podcast, you have youtube videos, you have, I don't know, like press 95 00:08:25.520 --> 00:08:31.300 realist, you have conference and luckily we are starting to have offline 96 00:08:31.300 --> 00:08:36.340 events again. So you have all of those, you have people coming to your website 97 00:08:36.350 --> 00:08:39.360 and you, you know, you obviously understand that because you invest 98 00:08:39.360 --> 00:08:45.890 money and you you do something, but you cannot build relation to any of that 99 00:08:45.890 --> 00:08:52.250 particular source of users coming to you. And uh, let's get into sales. So 100 00:08:52.250 --> 00:08:58.440 the child here, you know, to understand if you are able to measure each channel 101 00:08:58.450 --> 00:09:03.060 separately or you just say, you know, like, yeah, okay, I'm not doing that. 102 00:09:03.440 --> 00:09:08.350 You know, that's my investment. And I will measure ri uh, you know, a little 103 00:09:08.350 --> 00:09:11.840 bit later, like at the end of the quarter. So depending on your business 104 00:09:11.840 --> 00:09:17.260 model, dependent on your reporting and how you do it within your business, you 105 00:09:17.260 --> 00:09:22.030 can understand, you can set for yourself, girls, how do you want to 106 00:09:22.030 --> 00:09:28.340 measure it at, you know, in details or is a bulk? I'm curious if we can go 107 00:09:28.340 --> 00:09:32.210 down a rabbit trail together for a second as you're talking and just I'm 108 00:09:32.210 --> 00:09:39.260 curious. Um, have you ever seen a time when measuring brand has taken away 109 00:09:39.260 --> 00:09:44.220 from the emotional experience of the brand? Uh, you know, all of those 110 00:09:44.220 --> 00:09:46.150 tricky questions, 111 00:09:47.440 --> 00:09:53.190 I wouldn't be that concerned and I just don't want, you know, market is to be 112 00:09:53.190 --> 00:09:59.050 really full. Uh, you know about this going too far into emotional space, 113 00:09:59.640 --> 00:10:05.520 It's sad. Uh I must strongly believe in product last let companies. So, you 114 00:10:05.520 --> 00:10:09.610 know, you can build all these nice stories around the brand and then, you 115 00:10:09.610 --> 00:10:17.110 know, if product doesn't fit right, uh it could be a rejection which could 116 00:10:17.120 --> 00:10:22.400 make a negative impact on a brand. So even if you build emotions, they should 117 00:10:22.400 --> 00:10:28.090 go from like, you know, what needs your product satisfy what your case is your 118 00:10:28.090 --> 00:10:32.530 product solve. And you can build emotions on top of that layer, you know, 119 00:10:32.540 --> 00:10:38.710 and still be connected to to your product to category. And what drove 120 00:10:38.710 --> 00:10:46.880 this product play in your um customers life? Oh wow, well thank you for one 121 00:10:46.880 --> 00:10:51.590 explaining that to me and going down that rabbit trail to get back on, kind 122 00:10:51.590 --> 00:10:58.460 of our main thought here. If somebody wanted to start measuring their brand, 123 00:10:58.840 --> 00:11:04.690 what would you say is step one, What step to kind of walk us through the 124 00:11:04.690 --> 00:11:11.260 first action items? If you just launching your brand, you know, you can 125 00:11:11.640 --> 00:11:17.050 start from, let's say, you know, 0.0, understand where you are in terms of, 126 00:11:17.060 --> 00:11:22.130 you know, like awareness and recognition. Uh said uh, you know, you 127 00:11:22.130 --> 00:11:25.660 can always compare like when you grow, when you start doing some activities, 128 00:11:25.660 --> 00:11:31.360 let's say, you know, here is june 1st right? Our starting point. And then we 129 00:11:31.360 --> 00:11:36.130 started launching some markets and activities like press releases, let's 130 00:11:36.130 --> 00:11:42.320 say social media, whatever channel you choose to drive brand depending on your 131 00:11:42.320 --> 00:11:48.210 budget and your goals for your business. You can measure at the end of the month 132 00:11:48.210 --> 00:11:52.740 and let's see, you know, if this has increased and boost to your traffic, 133 00:11:52.750 --> 00:11:57.440 you know, if more people are coming to your website, uh, if you have more 134 00:11:57.440 --> 00:12:03.840 leads, get into your sales team, if there's a good leads and if those leads 135 00:12:03.840 --> 00:12:08.700 came because they know you right, because they learned about you from 136 00:12:08.700 --> 00:12:13.430 particular channel, from activities that you have launched. So that that 137 00:12:13.430 --> 00:12:17.400 would be probably the baseline to understand if this works out for you as 138 00:12:17.400 --> 00:12:21.340 well, because you can build a brand, you know, and people can know you, but 139 00:12:21.350 --> 00:12:26.700 it might not trigger any actions, right? I know Apple and I will go and buy 140 00:12:26.700 --> 00:12:33.060 iphone and I know whatever re Apple and I will not go and buy them, right, 141 00:12:33.060 --> 00:12:39.580 because it doesn't fit into my, you know, space. Yeah, absolutely. Well, 142 00:12:39.590 --> 00:12:43.290 talk to me a little bit about the downstream effects of measuring brand. 143 00:12:43.290 --> 00:12:48.660 What results could listeners expect if they implemented what you're suggesting 144 00:12:49.140 --> 00:12:54.960 again? This is tricky question because it depends. Where are they now? Well, 145 00:12:54.970 --> 00:12:59.790 obviously they can come to your product because they have particular need, 146 00:12:59.800 --> 00:13:03.960 right? And you know, having that need, they can discover your product and then 147 00:13:03.960 --> 00:13:07.400 they will be amazed by your product. And they then they could go and 148 00:13:07.400 --> 00:13:12.220 research on the consideration stage and go to review platforms, read about your 149 00:13:12.220 --> 00:13:16.920 product and discover it. And that's also you know, part of brand building 150 00:13:16.920 --> 00:13:23.630 exercise, you see if there is an impact to your traffic and definitely there 151 00:13:23.630 --> 00:13:28.790 will be an impact to understand, you know, how big the impact should be. I 152 00:13:28.790 --> 00:13:35.690 assume it correlates with investments, so you can start tracking and just on 153 00:13:35.690 --> 00:13:39.170 the girl, you know, by testing your different activities and whatever you 154 00:13:39.170 --> 00:13:45.170 do, you can understand like which activity impacts traffic, like more 155 00:13:45.180 --> 00:13:51.770 less which activity impacts leads. Hello, But that goes, you know, further 156 00:13:51.770 --> 00:13:56.050 down the funnel. So it's very top of the funnel, you can just understand, 157 00:13:56.050 --> 00:13:59.450 you know, like you pull triggers, you just, you know, launch different 158 00:13:59.450 --> 00:14:03.580 activities and see, you know, how it drives. And then you can build an 159 00:14:03.580 --> 00:14:11.930 understanding what impact it makes to your pipeline. Absolutely. So for 160 00:14:11.930 --> 00:14:18.170 somebody trying to follow what you're saying and somebody is now in motion of 161 00:14:18.170 --> 00:14:23.010 doing this, what's a warning sign that they're getting it wrong? You know, 162 00:14:23.010 --> 00:14:28.970 this is a case where it's better to start doing something and uh testing 163 00:14:28.970 --> 00:14:33.570 and experimenting than not doing anything at all, especially in B two B 164 00:14:33.570 --> 00:14:38.570 space when, you know such where I'm just like, you know, brand awareness 165 00:14:38.570 --> 00:14:43.670 and image and reputation, right? They're very important to conduct the 166 00:14:43.680 --> 00:14:48.260 sales and also they help a lot to sales team to talk to customers. You know, 167 00:14:48.260 --> 00:14:54.440 it's much easier to get to someone uh that know you, so whatever you know, 168 00:14:54.440 --> 00:14:58.920 you start doing, just start doing and testing and see what works in 169 00:14:58.920 --> 00:15:04.030 particular for you, for your business and in your category, comparing on what 170 00:15:04.030 --> 00:15:09.250 your competitor is doing and here we get to the point. You know, you should 171 00:15:09.250 --> 00:15:14.060 also go and check what competition is doing. So you can differentiate 172 00:15:14.070 --> 00:15:19.410 yourself on the market Tony. If there was one big takeaway you would want 173 00:15:19.410 --> 00:15:24.470 listeners to get from this episode, what do you think it would be? I would 174 00:15:24.480 --> 00:15:34.150 encourage better be marketers to be brave to get out and built. A brand 175 00:15:34.640 --> 00:15:40.070 Brent is uh, something uh, you know, it's tangible and intangible. That's 176 00:15:40.070 --> 00:15:47.140 something that definitely you want your customers to love and uh, come to you 177 00:15:47.150 --> 00:15:54.280 use your products and stay with you for a couple of years and even more before 178 00:15:54.280 --> 00:16:01.130 doing that, just set a baseline for yourself. How do you wanna measure it 179 00:16:01.140 --> 00:16:06.050 and just realize that you have to measure it because you need to justify 180 00:16:06.050 --> 00:16:11.560 your investments, your spending and you need to understand why you grow and how 181 00:16:12.140 --> 00:16:17.570 and just go out there and do it and encourage your colleagues do it as well 182 00:16:17.570 --> 00:16:22.810 because you know, it's not only about marketers to bring brand to the market, 183 00:16:22.820 --> 00:16:29.710 it's also on product shoulders to make it happen. It's also on your colleagues, 184 00:16:29.710 --> 00:16:37.030 your ceo to go out there, you know, be visible uh in social media and on 185 00:16:37.030 --> 00:16:42.090 events and in different space. Well Tanya, thank you so much for joining me 186 00:16:42.090 --> 00:16:46.030 today and sharing so much of your experience and insight. Where can 187 00:16:46.030 --> 00:16:52.810 people go to learn more about you and air slate? Definitely they can go to 188 00:16:52.820 --> 00:16:59.000 link them my profile and I would be happy to accept connections and chat 189 00:16:59.000 --> 00:17:04.839 with more marketing folks over there and go to seriously dot com to discover 190 00:17:04.849 --> 00:17:10.260 our beautiful products portfolio. Well, I love it. Well, thank you again for 191 00:17:10.260 --> 00:17:13.660 joining me on PTV growth. Thanks Alina. 192 00:17:15.140 --> 00:17:15.339 Yeah. 193 00:17:16.440 --> 00:17:21.839 Gary V says it all the time and we agree every company should think of 194 00:17:21.839 --> 00:17:26.859 themselves as a media company first, then whatever it is they actually do. 195 00:17:27.339 --> 00:17:31.160 If you know this is true, but your team is already maxed out and you can't 196 00:17:31.160 --> 00:17:35.550 produce any more content in house. We can help we produce podcasts for some 197 00:17:35.550 --> 00:17:39.480 of the most innovative BB brands in the world and we also help them turn the 198 00:17:39.480 --> 00:17:44.510 content from the podcast and blog posts, micro videos and slide decks that work 199 00:17:44.510 --> 00:17:47.890 really well on linked in. If you want to learn more, go to Sweet fish Media 200 00:17:47.890 --> 00:17:53.860 dot com slash launch or email Logan at sweet fish Media dot com.
