Transcript
WEBVTT
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Yeah,
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what's up everybody? Welcome back to
GDP Growth. I'm Leslie Cruise with
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Sweet Fish Media. And today I am joined
by No. Monye Zivkovic, the founder and
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ceo of Funky Marketing. Funky marketing
helps fast growing B two B tech based
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companies generate consistent revenue
growth, which is why I thought that you
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would be the perfect person to
interview on demand generation. So,
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pneumonia thank you so much for joining
me. Thank you for inviting me. It's
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it's a pleasure. And uh that was really
well pronounced name, pneumonia. Thank
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you. I practice um awesome. Well, the
first question I have for you before we
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dive, you know, too deep is based on a
recent Q and A. You did over on Lincoln
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live. And um you answered this question,
how do you define demand generation to
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your customers in a simple way? And
your response was actually, I don't so
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can you dive into that a little bit?
Yeah, it's because demand generation is
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what we do and this is how we get, get
our clients. So, uh, we, we basically
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don't talk with customers with
potential clients that aren't already
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interested in what we're doing and
those clients are coming inbound. So
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when they come to us, they should
already know what we are doing. What do
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they need from us and what actually
demand generation is. But to be able to
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get them to that point, we need to kind
of get into the education, we need to
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to have kind of uh, strategy that
creates awareness and interest of our
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services. And basically what, how I
look at the like real dimension
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strategy is that it accounts for every
single touch points in the buyer's
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journey. So all the way from those
people that we are seeing on the
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website as unknown visitors to the
customers that are delighted from our
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services and our recommended us to the,
I don't know, it can be other companies
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or recently it's uh, it's even their
investors that are then recommending us
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to to the other companies that are
investing it. So it's it's all like
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pieces of a puzzle. And I see the whole
strategy that it shouldn't ever be
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looked as like separate entities. And
just by that, I'm seeing a lot of, a
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lot of companies doing it differently
back in today's, it was like demand
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generation was equal to the S. E. O.
Now it's a little bit different. But
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basically what we are trying to uh,
teach others and to change is that it's
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the whole the whole package the whole
cycle. Yeah. And you know, leaning into
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that a little bit. What would you say
is the most difficult part about
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implementing those demands in
strategies into say like a start up or
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even a scale up organization? Yeah,
that's always interesting because they
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want it all, you know, when we start,
they want it all and they want it fast.
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So instead of, you know, kind of the
logical steps would be uh going in with
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analyzing the current situation and
seeing like, Okay, we are getting, I
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don't know, 10 inbound leads per month,
three of them and converting, let's see
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who those people are, how they are.
They different from those seven that
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aren't converting and just, you know,
using that data to kind of build up the
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strategy and everything. But when we
start working with companies, they're
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like, okay, lets, can you do the
content, can you do the advertising,
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you know, can we just keep the
analyzing part And actually I found
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that this party is essential if you
want to have a successful strategy.
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Besides that, there are a few more
things that I find it really
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interesting and usually for us are the
things that we don't work with, the
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companies we stop at that moment. So if
they don't have the clear vision, you
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don't have, they don't have the culture
if they don't have the identity and
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they don't know how to differentiate
themselves. Because why are these
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things is important? Because a lot of
things that we are doing are related to
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bringing emotions feelings, humanity
from B to C. And to be to be so to be
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able to do that, we need the company
that has people who understands who are
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there willingly and who understands
what it takes to get to the next level.
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So not having a clear goal or uh, the
goal that is uh, I don't know either to
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get investments or to police investors.
It's not something that that works well
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because when you are doing that, uh,
you know, working with startups, a lot
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of them are like C. B or C. D. Or like
CB. Going after C day. And uh,
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basically, uh, they're measuring things
and trying to create the reports and
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everything based on the investor's, you
know, trying to please them and if they
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aren't careful enough, it can take them
in totally different directions and
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long term it will make a lot of damage.
Yeah, that's really interesting. So
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would you say, like in whenever you're
measuring success in a dimension
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strategy, you know, it's important not
to look at the investors and things
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like that, but how would you measure
that success? Well, you know, it's it's
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important to know what what are some
things that will work in a long term
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and what are some things that can work
in a short term, you know, So you need
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to, to use first demanded over there
and kind of get the results out of that.
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But at the same time, you need to
create the new demand and go along with
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that. Because if you're just using the
new demand and the things that is over
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there, you're basically going with the
market and going with the market for
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the most companies looks like they are
actually being successful, you know,
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because, okay, we're growing as the
market is growing, the competitors are
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going in the same in the same pace as
we are, but we actually don't know what
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the competitors are doing, you know,
and if they innovate and come up with
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something different, they changed the
perspective, they create the new demand,
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we will end up losing. So those things
can be tricky. And when it comes to the
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investors, you know, they just want to
see the numbers that are going up and,
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uh, you know, it's, it's easy to show
in a way. Okay. We're doing advertising.
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These are the results. It should go up
when we look at the content. Okay.
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These are the things that we are
measuring if you know, even brand can
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be measured. So in the long term, you
know, how many are people actually
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consider us as as a different company?
Are they mentioned us when they are
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mentioning companies that are changing
the industry? Making the difference?
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Are they, you know, bugging us as a
brand when we see it at the google
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search, do we see the names of the
people from the company and the company
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name? Uh, in a search in the query is
how people are coming to the website.
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You know, a lot of small things can be,
can be now measured and when we present
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the big picture to the investors, they
should be able to understand. Yeah,
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that's great switching gears a little
bit here. You know, marketing and sales
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have both evolved so much in the past
few years over time and in a sense that
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the two have almost had to intertwine,
you know, marketing is now closer than
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ever to revenue and sales people are
really becoming marketers. So can you
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just talk a little bit about what you
foresee for the future of these roles?
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Yeah, that's that's a great topic and
topic that I see a lot of people are
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talking about and when it comes to the
sales, I think they adopted quite
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nicely, especially when when we had the
lockdown, we had the pandemic and most
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of them were already there. But some of
them that they didn't realize that they
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need to actually start creating
relationship with potential clients and
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customers. So in other way they started
to behave like marketers. So putting
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out their content, getting into
meaningful conversations and actually
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showing that they care. You know,
they're not just calling out people out
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of the sudden outbound, started stopped
working that good. So they needed to
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switch gears and go to do something
else. And I think it's working great
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for them. On the other hand, marketing,
I'm considering myself as market area
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as well and we are always like, you
know, a little hesitate when it comes
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to, uh, changes. So okay, we keep
ourselves inside our safe space. What
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does it mean for us? Like working on,
on events, working on on, you know,
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social media, pause those kind of stuff
and going after the, the new shiny
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things when it comes to technology. But
what should we do instead? I think we
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are entering the as David cancel from
drift said the revenue marketing era.
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Actually that's happening because we
get a chance to now measure what
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marketing is doing.
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Until now. We could just measure them
based on on elites. Right? So we had
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this like uh, management and Ceo is
looking at marketing like, okay, so the
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sale cycle is nine months long. And
what is marketing doing during that
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time? So they needed to measure
marketing in some way. So leads came up
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at something that is pretty cool to
measure. So when they already have
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measure mental leads, they came up with,
okay, now when you have that as a
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measurement, you need to increase it
every month. And when we created every
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month, then, you know, we have a lot of
shit leads. Not many quality ones. And
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when they go to the sales they sell,
this is saying marketing isn't doing
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their job because marketing actually
isn't doing their job. And marketing
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need to understand that its job is to
create the quantum machine, the machine
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that will bring the quality leads to
the company. And uh, in that way they
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need to get closer to the revenue,
which means that they need to have,
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like at least that's how I see it, the
seat on the board,
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because they need to be accountable
also for the for the revenue. And I
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mean, uh, by making this happen, I
think it aligns marketing and customer
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success into one roof and it's under
the revenue. Hey, everybody Logan with
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sweet fish here. If you've been
listening to the show for a while, you
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know, where big proponents of putting
out original organic content on linked
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in. But one thing that's always been a
struggle for a team like ours is to
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easily track the reach of that linked
in content. That's why I was really
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excited when I heard about Shield the
other day from a connection on you
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guessed it linked in. Since our team
started using Shield, I've loved how
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it's led us easily track and analyze
the performance of Arlington content
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without having to manually log it
ourselves. It automatically creates
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reports and generate some dashboards
that are incredibly useful to see
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things like what contents been
performing the best and what days of
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the week are we getting the most
engagement and our average views per
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post. I highly suggest you guys check
out this tool. If you're putting out
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content on linkedin and if you're not,
you should be. It's been a game changer
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for us. If you go to shield app dot Ai
and check out the 10 day free trial,
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you can even use our promo code B two B
growth to get a 25% discount again,
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that's shield app dot Ai. And that
promo code is B the number to be growth.
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All one word. All right, let's get back
to the show. That's really interesting.
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Yeah, I I completely agree that, you
know, especially here lately content is
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king and it's what's going to drive
revenue in the long run. This kind of
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leads into my next question actually.
And you know, you talked a little bit
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about how marketers are always kind of
scared of change and they always want
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to stay in their in their zone. But we
kind of used to focus on this specific
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marketing funnel and it seems like that
funnel starting to die out a little and
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marketers are starting to see it
differently actually. So, can you talk
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a little bit about shortening sale
cycles in that funnel? Yeah, for sure.
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And I agree about about the funnel, I
think we cannot put things inside the
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funnel today as as we did before,
because people are having so many touch
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points before they got to the sales
that we cannot even measure all of them.
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So let me tell you a little bit how,
how we do it. So because we are in B2B
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and we're working with the big
companies, so we focus on linkedin and
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by focusing on indian, what do I mean
when we come to the company, we usually,
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what we're seeing is that companies
have main pillars in written broadcast
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and usually those, that content is
quite okay, meaning that they have uh,
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keywords, they know the persona and
they were using the tone of voice which
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is right for the, for the company. So
instead of writing like coming up and
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writing new post for the, for the
linden, we use those articles,
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transform them into the, into the post
and just adopt them to the people that
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we are using it to distribute. It takes
me to the next point. So we are using
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actually people from the company to
distribute the content Ceo, we'll talk
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about the leadership about the
investment Ceo, we'll talk about
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business development, head of continue
to talk about the content etcetera. So
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we adopt their tone of voice and
everything. So it means if somebody is
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uh, not funny, we will add that to the,
to the content and by doing that, we
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are hammering over pain points. So
using that content is already existing
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when we don't have it, we start
creating new ones. So, additional thing
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that will happen is that even after two
weeks, maybe a little bit more, it will
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become boring. So we need to add
personal uh views personal stories and
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everything. So we do the interview of
half an hour a month with everybody
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involved in the strategy so they can
share their, you know, uh their
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personal stories, How do they see their
positions? What are their views of the
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things that are changing in the
industry? All kind of things. And we
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had that as well. So, we are kind of
building the company brand by building
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the personal brands of the people in
front of the company into that way. We
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are also educating the potential
clients because we are constantly
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adding new people to defeat in being
engaged in the comments and when they
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are educated enough, they come to the
Lincoln diem's or they find the link in
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the featured section or they go to the
google and convert to your website. On
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the other hand, when it comes to the
company pages, what we found out that
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his working is adding another content
pillar, which is like podcast like this
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one or the video interviews or
something like that. When if the
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company don't have the authority yet,
so we start building people who are,
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let's call them influencers or
authority in the field to talk about
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themselves for an hour. And so we
cannot build the authority of the host.
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If if they already have the authority,
we go directly to the people who are
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from the companies were targeting. So I
don't know if we are going after CFO,
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we invite the CFO to the podcast to
talk about. I don't know how they hire
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vendors, how the firebenders, how the
decision making process going, also uh
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how the buyer's journey is going. So we
ask all the questions that we need in
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order to kind of get into the
conversation after the podcast. And
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basically when we have this long pillar
of content, we go to Youtube video, we
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go to anchor or any other uh body of
platform to distribute it. We sort of
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one hour, let's say of content. We can
come up with 3-8 smaller pieces of
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content where we target each points in
by a journey and we share that with
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with the guest, right? So they can
share it on their profiles. We share it
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on the company page where we tagged
them and basically we build our brands
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by building the brands of the of our
customers or potential clients and we
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send it to them so they can share it.
And while they're doing this, we are
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from the personal profiles, we are
adding more people from the, from the
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company, so the visibility is bigger
and that's how we do it organically.
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Okay. But you know, as you know how
things are going, Quantum takes time to
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work and uh sale cycle is still long
one, so the customer will say, okay, so
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we still need to wait how long this
takes for that to work. So we need to
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come up with something that will, you
know, shortened to be able to do that.
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We use a bit see metal, so from that
perspective we use facebook and
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instagram else to amplify the content
distribution. So we create a different
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kind of contents or news like articles
or testimonials or case studies,
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anything that can be consumed in like
three minutes. And we target uh, to
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kind of Targets. So one is the decision
maker and other is somebody who will
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actually use the service or the product,
let's say if we are running against for
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camera, it will be social media manager.
So we uh watch what's happening on the
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channel level is the right people
reacting, then we see what's going on
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on on the website. So is the, are they
actually reading the article and if
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it's happening then we wait just what's
going to happen? Like the decision
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making process to be finished inside
the company they come and convert. If
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you know the next step can be, that's
not happening. We know now which piece
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of content they were interested in. We
know their position and everything. So
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we can come up with retargeting and get
the specific offers or you know, if
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they want to have results right away,
then we move into the PBC, I mean we
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can always add linden, it's to the
equation, but all depends like what
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they want to do, but how big is the
company, how big budget, etcetera. Yeah,
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that's great. I, I love you gave so
much good advice in that in that minute
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there and I think one thing I love that
you talked about was kind of building
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your brand and I think that we've kind
of done this that Swedish accidentally.
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Actually, we've had a lot of people
from, you know, people who work in our
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company who have just been posting on
linkedin lately just because it's
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something that we all collectively kind
of agreed we wanted to get involved in.
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It's not something anyone made us do,
it was just, hey, I want to start
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posting on linkedin more often and it's
really helped to build the Swedish
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brand as a whole. So it's been really
cool to kind of see that in motion and
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see how that's been working for us and
our company. Um, but I also like what
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you said about building your brand by
building your customers brand as well,
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and kind of like sharing them on your
personal page and getting them to share
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and kind of like vice versa. I think
that's, those are really, really great
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methods. Yeah, I, I see that you're
doing a really great stuff, really like
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it and I like that all of you have, you
know, have a unique saying underneath
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the brand, you know, because you are
different people telling different
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things, but it all comes down to one
story that the brain is trying to tell.
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That's great. Also, Yeah, I didn't, I
didn't mention, but just doing this,
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what I explained, focus only on
linkedin. Now it's like five of us
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inside the company, but it was even
three of us. We managed to get 33 deals
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closed in a year, wow. So and it's not
like just small companies, some of the
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Denver companies with With now 750
people, 500 people and they all came
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inbound, wow. That's crazy. What is
something that you think marketers in
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this space tend to get wrong? That's an
interesting question. But the basics,
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marketers tend to ignore the basics and
they move, as we mentioned, to the, you
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know, which tools are we going to use?
How are we going to implement certain
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things? What are some small changes
that we need to to add? But instead
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they should actually focus on the
basics. Check the analytics, checks
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what are the things that are actually
working and focusing on that. And when
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I say uh, finding out what's working.
And we also mean like talking to the
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customers somehow as marketeers tend to
run away from that. But I think now
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even even the people who are really
like shy and don't want to, you know,
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jump on the call and call customers. I
mean they can listen to the websites
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when their target customers are talking,
sharing all kinds of things, not only
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business related but also personal
things. They can jump into Twitter when
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they can find out. Also things I
remember like back in 2017, I closed
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the linkedin lead just by by talking
with the guy about basketball and NBA
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on twitter. So uh, doing those kind of
things really helps. But we need to get
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out of the circle when we are and
actually start talking with the
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customers. I think that's, that's the
one thing that needs to happen and uh,
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we need to get closer to the revenue.
That's uh, that's also the thing that a
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lot of marketers are trying to skip
because you know, they don't want to be
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accountable for the number. It's easier
like this. You know, we are creating
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events. We are giving, you know, leads
to the sales and it's up to them what
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they will do with them. You know, and
your, you don't have responsibility and
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it's all summer, you know, but that's
actually far away from reality. And uh,
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we need to change this a little bit
because if we are changing, I think
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that the whole system in the company
will change and the company will
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prosper. Absolutely pneumonia. This has
been so insightful. Thank you so much
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00:22:57.720 --> 00:23:01.510
for joining me here. And if our
listeners have questions or want to
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00:23:01.510 --> 00:23:05.690
learn more about you or your company,
where can they find you online? Yeah,
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00:23:05.700 --> 00:23:10.120
it's me on leading or any other
platform. And funky marketing dot net
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00:23:10.130 --> 00:23:15.270
is always our website is always a good
place to start. Perfect. Fantastic.
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00:23:15.280 --> 00:23:18.460
Well, thank you again so much for
joining me here on GDP growth. Thank
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00:23:18.460 --> 00:23:19.050
you for having me.
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00:23:20.940 --> 00:23:25.050
Is the decision maker for your product
or service of VTB marketer. Are you
288
00:23:25.050 --> 00:23:29.260
looking to reach those buyers through
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289
00:23:29.260 --> 00:23:34.480
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more than 130,000 downloads each month.
We've already done the work of building
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the audience so you can focus on
delivering incredible content to our
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00:23:48.240 --> 00:23:56.350
listeners if you're interested, email
Logan at sweet fish Media dot com. Yeah.