April 19, 2021

How to Generate CONSISTENT Revenue Growth in Your Organization

In this episode, Lesley Crews talks with Nemanja Zivkovic, CEO of Funky Marketing, on implementing demand gen strategies into a small business, the future of sales & marketing roles, and shortening the sales cycle.

He also shared how Funky Marketing describes demand gen to their customers (hint: they don't)!

Transcript
WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah, 2 00:00:05.640 --> 00:00:08.870 what's up everybody? Welcome back to GDP Growth. I'm Leslie Cruise with 3 00:00:08.870 --> 00:00:14.670 Sweet Fish Media. And today I am joined by No. Monye Zivkovic, the founder and 4 00:00:14.670 --> 00:00:19.460 ceo of Funky Marketing. Funky marketing helps fast growing B two B tech based 5 00:00:19.460 --> 00:00:23.190 companies generate consistent revenue growth, which is why I thought that you 6 00:00:23.190 --> 00:00:27.200 would be the perfect person to interview on demand generation. So, 7 00:00:27.210 --> 00:00:31.100 pneumonia thank you so much for joining me. Thank you for inviting me. It's 8 00:00:31.110 --> 00:00:37.700 it's a pleasure. And uh that was really well pronounced name, pneumonia. Thank 9 00:00:37.700 --> 00:00:43.380 you. I practice um awesome. Well, the first question I have for you before we 10 00:00:43.380 --> 00:00:48.570 dive, you know, too deep is based on a recent Q and A. You did over on Lincoln 11 00:00:48.570 --> 00:00:53.510 live. And um you answered this question, how do you define demand generation to 12 00:00:53.510 --> 00:00:57.450 your customers in a simple way? And your response was actually, I don't so 13 00:00:57.450 --> 00:01:02.610 can you dive into that a little bit? Yeah, it's because demand generation is 14 00:01:02.610 --> 00:01:08.480 what we do and this is how we get, get our clients. So, uh, we, we basically 15 00:01:08.480 --> 00:01:13.260 don't talk with customers with potential clients that aren't already 16 00:01:13.260 --> 00:01:18.230 interested in what we're doing and those clients are coming inbound. So 17 00:01:18.240 --> 00:01:22.840 when they come to us, they should already know what we are doing. What do 18 00:01:22.840 --> 00:01:28.610 they need from us and what actually demand generation is. But to be able to 19 00:01:28.610 --> 00:01:34.060 get them to that point, we need to kind of get into the education, we need to 20 00:01:34.540 --> 00:01:39.780 to have kind of uh, strategy that creates awareness and interest of our 21 00:01:39.780 --> 00:01:45.420 services. And basically what, how I look at the like real dimension 22 00:01:45.420 --> 00:01:49.650 strategy is that it accounts for every single touch points in the buyer's 23 00:01:49.650 --> 00:01:54.080 journey. So all the way from those people that we are seeing on the 24 00:01:54.080 --> 00:02:00.410 website as unknown visitors to the customers that are delighted from our 25 00:02:00.410 --> 00:02:06.470 services and our recommended us to the, I don't know, it can be other companies 26 00:02:06.480 --> 00:02:12.690 or recently it's uh, it's even their investors that are then recommending us 27 00:02:12.690 --> 00:02:17.040 to to the other companies that are investing it. So it's it's all like 28 00:02:17.050 --> 00:02:22.120 pieces of a puzzle. And I see the whole strategy that it shouldn't ever be 29 00:02:22.120 --> 00:02:29.310 looked as like separate entities. And just by that, I'm seeing a lot of, a 30 00:02:29.310 --> 00:02:33.660 lot of companies doing it differently back in today's, it was like demand 31 00:02:33.660 --> 00:02:38.780 generation was equal to the S. E. O. Now it's a little bit different. But 32 00:02:38.790 --> 00:02:44.180 basically what we are trying to uh, teach others and to change is that it's 33 00:02:44.180 --> 00:02:50.220 the whole the whole package the whole cycle. Yeah. And you know, leaning into 34 00:02:50.220 --> 00:02:53.840 that a little bit. What would you say is the most difficult part about 35 00:02:53.850 --> 00:02:57.750 implementing those demands in strategies into say like a start up or 36 00:02:57.750 --> 00:03:02.870 even a scale up organization? Yeah, that's always interesting because they 37 00:03:02.880 --> 00:03:06.850 want it all, you know, when we start, they want it all and they want it fast. 38 00:03:06.860 --> 00:03:14.200 So instead of, you know, kind of the logical steps would be uh going in with 39 00:03:14.200 --> 00:03:19.670 analyzing the current situation and seeing like, Okay, we are getting, I 40 00:03:19.670 --> 00:03:23.870 don't know, 10 inbound leads per month, three of them and converting, let's see 41 00:03:23.870 --> 00:03:28.010 who those people are, how they are. They different from those seven that 42 00:03:28.010 --> 00:03:33.580 aren't converting and just, you know, using that data to kind of build up the 43 00:03:33.580 --> 00:03:37.360 strategy and everything. But when we start working with companies, they're 44 00:03:37.360 --> 00:03:41.980 like, okay, lets, can you do the content, can you do the advertising, 45 00:03:41.990 --> 00:03:45.440 you know, can we just keep the analyzing part And actually I found 46 00:03:45.440 --> 00:03:49.910 that this party is essential if you want to have a successful strategy. 47 00:03:49.920 --> 00:03:54.210 Besides that, there are a few more things that I find it really 48 00:03:54.220 --> 00:04:00.260 interesting and usually for us are the things that we don't work with, the 49 00:04:00.260 --> 00:04:04.610 companies we stop at that moment. So if they don't have the clear vision, you 50 00:04:04.610 --> 00:04:09.590 don't have, they don't have the culture if they don't have the identity and 51 00:04:09.590 --> 00:04:13.700 they don't know how to differentiate themselves. Because why are these 52 00:04:13.700 --> 00:04:17.709 things is important? Because a lot of things that we are doing are related to 53 00:04:17.720 --> 00:04:23.300 bringing emotions feelings, humanity from B to C. And to be to be so to be 54 00:04:23.300 --> 00:04:28.460 able to do that, we need the company that has people who understands who are 55 00:04:28.470 --> 00:04:32.360 there willingly and who understands what it takes to get to the next level. 56 00:04:32.370 --> 00:04:38.710 So not having a clear goal or uh, the goal that is uh, I don't know either to 57 00:04:38.710 --> 00:04:44.940 get investments or to police investors. It's not something that that works well 58 00:04:44.950 --> 00:04:50.040 because when you are doing that, uh, you know, working with startups, a lot 59 00:04:50.040 --> 00:04:56.750 of them are like C. B or C. D. Or like CB. Going after C day. And uh, 60 00:04:56.760 --> 00:05:03.140 basically, uh, they're measuring things and trying to create the reports and 61 00:05:03.140 --> 00:05:07.620 everything based on the investor's, you know, trying to please them and if they 62 00:05:07.620 --> 00:05:12.130 aren't careful enough, it can take them in totally different directions and 63 00:05:12.140 --> 00:05:17.080 long term it will make a lot of damage. Yeah, that's really interesting. So 64 00:05:17.080 --> 00:05:21.380 would you say, like in whenever you're measuring success in a dimension 65 00:05:21.380 --> 00:05:24.950 strategy, you know, it's important not to look at the investors and things 66 00:05:24.950 --> 00:05:28.780 like that, but how would you measure that success? Well, you know, it's it's 67 00:05:28.780 --> 00:05:33.540 important to know what what are some things that will work in a long term 68 00:05:33.550 --> 00:05:37.270 and what are some things that can work in a short term, you know, So you need 69 00:05:37.270 --> 00:05:43.410 to, to use first demanded over there and kind of get the results out of that. 70 00:05:43.410 --> 00:05:48.320 But at the same time, you need to create the new demand and go along with 71 00:05:48.320 --> 00:05:52.920 that. Because if you're just using the new demand and the things that is over 72 00:05:52.920 --> 00:05:57.610 there, you're basically going with the market and going with the market for 73 00:05:57.610 --> 00:06:01.870 the most companies looks like they are actually being successful, you know, 74 00:06:01.880 --> 00:06:06.160 because, okay, we're growing as the market is growing, the competitors are 75 00:06:06.160 --> 00:06:12.150 going in the same in the same pace as we are, but we actually don't know what 76 00:06:12.150 --> 00:06:16.090 the competitors are doing, you know, and if they innovate and come up with 77 00:06:16.090 --> 00:06:19.840 something different, they changed the perspective, they create the new demand, 78 00:06:20.040 --> 00:06:26.140 we will end up losing. So those things can be tricky. And when it comes to the 79 00:06:26.140 --> 00:06:31.180 investors, you know, they just want to see the numbers that are going up and, 80 00:06:31.190 --> 00:06:36.170 uh, you know, it's, it's easy to show in a way. Okay. We're doing advertising. 81 00:06:36.170 --> 00:06:40.650 These are the results. It should go up when we look at the content. Okay. 82 00:06:40.660 --> 00:06:44.920 These are the things that we are measuring if you know, even brand can 83 00:06:44.920 --> 00:06:49.560 be measured. So in the long term, you know, how many are people actually 84 00:06:49.560 --> 00:06:53.930 consider us as as a different company? Are they mentioned us when they are 85 00:06:53.930 --> 00:06:57.870 mentioning companies that are changing the industry? Making the difference? 86 00:06:57.880 --> 00:07:04.990 Are they, you know, bugging us as a brand when we see it at the google 87 00:07:04.990 --> 00:07:09.450 search, do we see the names of the people from the company and the company 88 00:07:09.450 --> 00:07:13.650 name? Uh, in a search in the query is how people are coming to the website. 89 00:07:13.660 --> 00:07:19.640 You know, a lot of small things can be, can be now measured and when we present 90 00:07:19.640 --> 00:07:23.930 the big picture to the investors, they should be able to understand. Yeah, 91 00:07:23.940 --> 00:07:28.280 that's great switching gears a little bit here. You know, marketing and sales 92 00:07:28.280 --> 00:07:33.230 have both evolved so much in the past few years over time and in a sense that 93 00:07:33.230 --> 00:07:37.400 the two have almost had to intertwine, you know, marketing is now closer than 94 00:07:37.400 --> 00:07:41.280 ever to revenue and sales people are really becoming marketers. So can you 95 00:07:41.280 --> 00:07:45.150 just talk a little bit about what you foresee for the future of these roles? 96 00:07:45.640 --> 00:07:50.630 Yeah, that's that's a great topic and topic that I see a lot of people are 97 00:07:50.640 --> 00:07:55.890 talking about and when it comes to the sales, I think they adopted quite 98 00:07:55.890 --> 00:08:01.460 nicely, especially when when we had the lockdown, we had the pandemic and most 99 00:08:01.460 --> 00:08:05.570 of them were already there. But some of them that they didn't realize that they 100 00:08:05.570 --> 00:08:10.220 need to actually start creating relationship with potential clients and 101 00:08:10.220 --> 00:08:16.030 customers. So in other way they started to behave like marketers. So putting 102 00:08:16.030 --> 00:08:21.770 out their content, getting into meaningful conversations and actually 103 00:08:21.770 --> 00:08:26.210 showing that they care. You know, they're not just calling out people out 104 00:08:26.210 --> 00:08:30.570 of the sudden outbound, started stopped working that good. So they needed to 105 00:08:30.570 --> 00:08:33.850 switch gears and go to do something else. And I think it's working great 106 00:08:33.850 --> 00:08:38.500 for them. On the other hand, marketing, I'm considering myself as market area 107 00:08:38.500 --> 00:08:44.210 as well and we are always like, you know, a little hesitate when it comes 108 00:08:44.210 --> 00:08:51.110 to, uh, changes. So okay, we keep ourselves inside our safe space. What 109 00:08:51.110 --> 00:08:57.950 does it mean for us? Like working on, on events, working on on, you know, 110 00:08:57.960 --> 00:09:03.150 social media, pause those kind of stuff and going after the, the new shiny 111 00:09:03.150 --> 00:09:08.390 things when it comes to technology. But what should we do instead? I think we 112 00:09:08.390 --> 00:09:14.460 are entering the as David cancel from drift said the revenue marketing era. 113 00:09:14.940 --> 00:09:18.810 Actually that's happening because we get a chance to now measure what 114 00:09:18.810 --> 00:09:19.760 marketing is doing. 115 00:09:20.940 --> 00:09:27.670 Until now. We could just measure them based on on elites. Right? So we had 116 00:09:27.680 --> 00:09:33.200 this like uh, management and Ceo is looking at marketing like, okay, so the 117 00:09:33.200 --> 00:09:38.250 sale cycle is nine months long. And what is marketing doing during that 118 00:09:38.250 --> 00:09:43.490 time? So they needed to measure marketing in some way. So leads came up 119 00:09:43.500 --> 00:09:48.900 at something that is pretty cool to measure. So when they already have 120 00:09:48.910 --> 00:09:54.400 measure mental leads, they came up with, okay, now when you have that as a 121 00:09:54.400 --> 00:09:58.220 measurement, you need to increase it every month. And when we created every 122 00:09:58.220 --> 00:10:03.210 month, then, you know, we have a lot of shit leads. Not many quality ones. And 123 00:10:03.220 --> 00:10:07.130 when they go to the sales they sell, this is saying marketing isn't doing 124 00:10:07.130 --> 00:10:12.650 their job because marketing actually isn't doing their job. And marketing 125 00:10:12.650 --> 00:10:18.800 need to understand that its job is to create the quantum machine, the machine 126 00:10:18.800 --> 00:10:24.770 that will bring the quality leads to the company. And uh, in that way they 127 00:10:24.770 --> 00:10:27.940 need to get closer to the revenue, which means that they need to have, 128 00:10:27.940 --> 00:10:31.060 like at least that's how I see it, the seat on the board, 129 00:10:32.140 --> 00:10:36.620 because they need to be accountable also for the for the revenue. And I 130 00:10:36.620 --> 00:10:44.440 mean, uh, by making this happen, I think it aligns marketing and customer 131 00:10:44.440 --> 00:10:50.720 success into one roof and it's under the revenue. Hey, everybody Logan with 132 00:10:50.720 --> 00:10:53.790 sweet fish here. If you've been listening to the show for a while, you 133 00:10:53.790 --> 00:10:58.210 know, where big proponents of putting out original organic content on linked 134 00:10:58.210 --> 00:11:02.220 in. But one thing that's always been a struggle for a team like ours is to 135 00:11:02.230 --> 00:11:06.160 easily track the reach of that linked in content. That's why I was really 136 00:11:06.160 --> 00:11:09.770 excited when I heard about Shield the other day from a connection on you 137 00:11:09.770 --> 00:11:14.030 guessed it linked in. Since our team started using Shield, I've loved how 138 00:11:14.030 --> 00:11:18.660 it's led us easily track and analyze the performance of Arlington content 139 00:11:18.670 --> 00:11:22.860 without having to manually log it ourselves. It automatically creates 140 00:11:22.860 --> 00:11:26.640 reports and generate some dashboards that are incredibly useful to see 141 00:11:26.640 --> 00:11:30.070 things like what contents been performing the best and what days of 142 00:11:30.070 --> 00:11:33.700 the week are we getting the most engagement and our average views per 143 00:11:33.700 --> 00:11:37.470 post. I highly suggest you guys check out this tool. If you're putting out 144 00:11:37.470 --> 00:11:41.700 content on linkedin and if you're not, you should be. It's been a game changer 145 00:11:41.700 --> 00:11:46.970 for us. If you go to shield app dot Ai and check out the 10 day free trial, 146 00:11:46.970 --> 00:11:52.590 you can even use our promo code B two B growth to get a 25% discount again, 147 00:11:52.590 --> 00:11:59.050 that's shield app dot Ai. And that promo code is B the number to be growth. 148 00:11:59.060 --> 00:12:05.900 All one word. All right, let's get back to the show. That's really interesting. 149 00:12:05.900 --> 00:12:09.420 Yeah, I I completely agree that, you know, especially here lately content is 150 00:12:09.420 --> 00:12:13.530 king and it's what's going to drive revenue in the long run. This kind of 151 00:12:13.530 --> 00:12:16.550 leads into my next question actually. And you know, you talked a little bit 152 00:12:16.550 --> 00:12:19.470 about how marketers are always kind of scared of change and they always want 153 00:12:19.470 --> 00:12:24.600 to stay in their in their zone. But we kind of used to focus on this specific 154 00:12:24.600 --> 00:12:28.540 marketing funnel and it seems like that funnel starting to die out a little and 155 00:12:28.540 --> 00:12:32.120 marketers are starting to see it differently actually. So, can you talk 156 00:12:32.120 --> 00:12:37.040 a little bit about shortening sale cycles in that funnel? Yeah, for sure. 157 00:12:37.050 --> 00:12:42.660 And I agree about about the funnel, I think we cannot put things inside the 158 00:12:42.660 --> 00:12:49.370 funnel today as as we did before, because people are having so many touch 159 00:12:49.370 --> 00:12:53.660 points before they got to the sales that we cannot even measure all of them. 160 00:12:53.670 --> 00:12:59.440 So let me tell you a little bit how, how we do it. So because we are in B2B 161 00:12:59.440 --> 00:13:03.970 and we're working with the big companies, so we focus on linkedin and 162 00:13:03.980 --> 00:13:08.690 by focusing on indian, what do I mean when we come to the company, we usually, 163 00:13:08.690 --> 00:13:15.130 what we're seeing is that companies have main pillars in written broadcast 164 00:13:15.140 --> 00:13:20.760 and usually those, that content is quite okay, meaning that they have uh, 165 00:13:20.770 --> 00:13:25.680 keywords, they know the persona and they were using the tone of voice which 166 00:13:25.680 --> 00:13:30.460 is right for the, for the company. So instead of writing like coming up and 167 00:13:30.460 --> 00:13:35.020 writing new post for the, for the linden, we use those articles, 168 00:13:35.030 --> 00:13:39.620 transform them into the, into the post and just adopt them to the people that 169 00:13:39.630 --> 00:13:43.470 we are using it to distribute. It takes me to the next point. So we are using 170 00:13:43.470 --> 00:13:47.580 actually people from the company to distribute the content Ceo, we'll talk 171 00:13:47.580 --> 00:13:51.420 about the leadership about the investment Ceo, we'll talk about 172 00:13:51.420 --> 00:13:56.690 business development, head of continue to talk about the content etcetera. So 173 00:13:56.700 --> 00:14:00.970 we adopt their tone of voice and everything. So it means if somebody is 174 00:14:00.980 --> 00:14:07.330 uh, not funny, we will add that to the, to the content and by doing that, we 175 00:14:07.330 --> 00:14:12.500 are hammering over pain points. So using that content is already existing 176 00:14:12.510 --> 00:14:16.810 when we don't have it, we start creating new ones. So, additional thing 177 00:14:16.820 --> 00:14:22.610 that will happen is that even after two weeks, maybe a little bit more, it will 178 00:14:22.610 --> 00:14:28.600 become boring. So we need to add personal uh views personal stories and 179 00:14:28.600 --> 00:14:33.100 everything. So we do the interview of half an hour a month with everybody 180 00:14:33.100 --> 00:14:37.480 involved in the strategy so they can share their, you know, uh their 181 00:14:37.480 --> 00:14:41.660 personal stories, How do they see their positions? What are their views of the 182 00:14:41.660 --> 00:14:45.180 things that are changing in the industry? All kind of things. And we 183 00:14:45.180 --> 00:14:49.630 had that as well. So, we are kind of building the company brand by building 184 00:14:49.630 --> 00:14:54.650 the personal brands of the people in front of the company into that way. We 185 00:14:54.650 --> 00:14:59.410 are also educating the potential clients because we are constantly 186 00:14:59.410 --> 00:15:04.180 adding new people to defeat in being engaged in the comments and when they 187 00:15:04.180 --> 00:15:08.450 are educated enough, they come to the Lincoln diem's or they find the link in 188 00:15:08.450 --> 00:15:15.050 the featured section or they go to the google and convert to your website. On 189 00:15:15.050 --> 00:15:21.640 the other hand, when it comes to the company pages, what we found out that 190 00:15:21.650 --> 00:15:26.150 his working is adding another content pillar, which is like podcast like this 191 00:15:26.150 --> 00:15:29.580 one or the video interviews or something like that. When if the 192 00:15:29.580 --> 00:15:36.500 company don't have the authority yet, so we start building people who are, 193 00:15:36.510 --> 00:15:40.790 let's call them influencers or authority in the field to talk about 194 00:15:40.790 --> 00:15:44.860 themselves for an hour. And so we cannot build the authority of the host. 195 00:15:45.240 --> 00:15:49.190 If if they already have the authority, we go directly to the people who are 196 00:15:49.190 --> 00:15:54.690 from the companies were targeting. So I don't know if we are going after CFO, 197 00:15:54.690 --> 00:15:59.880 we invite the CFO to the podcast to talk about. I don't know how they hire 198 00:15:59.880 --> 00:16:05.560 vendors, how the firebenders, how the decision making process going, also uh 199 00:16:05.940 --> 00:16:10.880 how the buyer's journey is going. So we ask all the questions that we need in 200 00:16:10.880 --> 00:16:16.350 order to kind of get into the conversation after the podcast. And 201 00:16:16.350 --> 00:16:20.930 basically when we have this long pillar of content, we go to Youtube video, we 202 00:16:20.930 --> 00:16:27.410 go to anchor or any other uh body of platform to distribute it. We sort of 203 00:16:27.420 --> 00:16:33.150 one hour, let's say of content. We can come up with 3-8 smaller pieces of 204 00:16:33.150 --> 00:16:38.840 content where we target each points in by a journey and we share that with 205 00:16:39.840 --> 00:16:42.890 with the guest, right? So they can share it on their profiles. We share it 206 00:16:42.890 --> 00:16:46.560 on the company page where we tagged them and basically we build our brands 207 00:16:46.560 --> 00:16:53.550 by building the brands of the of our customers or potential clients and we 208 00:16:53.550 --> 00:16:57.070 send it to them so they can share it. And while they're doing this, we are 209 00:16:57.080 --> 00:17:01.130 from the personal profiles, we are adding more people from the, from the 210 00:17:01.130 --> 00:17:05.859 company, so the visibility is bigger and that's how we do it organically. 211 00:17:06.339 --> 00:17:11.200 Okay. But you know, as you know how things are going, Quantum takes time to 212 00:17:11.200 --> 00:17:19.770 work and uh sale cycle is still long one, so the customer will say, okay, so 213 00:17:20.240 --> 00:17:24.420 we still need to wait how long this takes for that to work. So we need to 214 00:17:24.420 --> 00:17:29.190 come up with something that will, you know, shortened to be able to do that. 215 00:17:29.200 --> 00:17:34.020 We use a bit see metal, so from that perspective we use facebook and 216 00:17:34.020 --> 00:17:40.560 instagram else to amplify the content distribution. So we create a different 217 00:17:40.560 --> 00:17:45.310 kind of contents or news like articles or testimonials or case studies, 218 00:17:45.320 --> 00:17:49.980 anything that can be consumed in like three minutes. And we target uh, to 219 00:17:49.990 --> 00:17:57.710 kind of Targets. So one is the decision maker and other is somebody who will 220 00:17:57.710 --> 00:18:03.280 actually use the service or the product, let's say if we are running against for 221 00:18:03.280 --> 00:18:09.340 camera, it will be social media manager. So we uh watch what's happening on the 222 00:18:09.340 --> 00:18:13.960 channel level is the right people reacting, then we see what's going on 223 00:18:13.960 --> 00:18:18.960 on on the website. So is the, are they actually reading the article and if 224 00:18:18.960 --> 00:18:23.290 it's happening then we wait just what's going to happen? Like the decision 225 00:18:23.290 --> 00:18:29.190 making process to be finished inside the company they come and convert. If 226 00:18:29.200 --> 00:18:34.240 you know the next step can be, that's not happening. We know now which piece 227 00:18:34.240 --> 00:18:37.850 of content they were interested in. We know their position and everything. So 228 00:18:37.850 --> 00:18:43.550 we can come up with retargeting and get the specific offers or you know, if 229 00:18:43.550 --> 00:18:48.820 they want to have results right away, then we move into the PBC, I mean we 230 00:18:48.820 --> 00:18:52.010 can always add linden, it's to the equation, but all depends like what 231 00:18:52.010 --> 00:18:56.880 they want to do, but how big is the company, how big budget, etcetera. Yeah, 232 00:18:56.890 --> 00:19:01.800 that's great. I, I love you gave so much good advice in that in that minute 233 00:19:01.800 --> 00:19:06.310 there and I think one thing I love that you talked about was kind of building 234 00:19:06.310 --> 00:19:10.740 your brand and I think that we've kind of done this that Swedish accidentally. 235 00:19:10.740 --> 00:19:15.110 Actually, we've had a lot of people from, you know, people who work in our 236 00:19:15.110 --> 00:19:19.210 company who have just been posting on linkedin lately just because it's 237 00:19:19.210 --> 00:19:22.940 something that we all collectively kind of agreed we wanted to get involved in. 238 00:19:22.940 --> 00:19:26.310 It's not something anyone made us do, it was just, hey, I want to start 239 00:19:26.310 --> 00:19:30.750 posting on linkedin more often and it's really helped to build the Swedish 240 00:19:30.750 --> 00:19:34.870 brand as a whole. So it's been really cool to kind of see that in motion and 241 00:19:34.870 --> 00:19:38.610 see how that's been working for us and our company. Um, but I also like what 242 00:19:38.610 --> 00:19:43.460 you said about building your brand by building your customers brand as well, 243 00:19:43.470 --> 00:19:49.440 and kind of like sharing them on your personal page and getting them to share 244 00:19:49.440 --> 00:19:53.090 and kind of like vice versa. I think that's, those are really, really great 245 00:19:53.100 --> 00:19:58.980 methods. Yeah, I, I see that you're doing a really great stuff, really like 246 00:19:58.980 --> 00:20:04.180 it and I like that all of you have, you know, have a unique saying underneath 247 00:20:04.180 --> 00:20:09.010 the brand, you know, because you are different people telling different 248 00:20:09.010 --> 00:20:13.770 things, but it all comes down to one story that the brain is trying to tell. 249 00:20:13.780 --> 00:20:17.850 That's great. Also, Yeah, I didn't, I didn't mention, but just doing this, 250 00:20:17.850 --> 00:20:22.670 what I explained, focus only on linkedin. Now it's like five of us 251 00:20:22.670 --> 00:20:27.660 inside the company, but it was even three of us. We managed to get 33 deals 252 00:20:27.660 --> 00:20:32.760 closed in a year, wow. So and it's not like just small companies, some of the 253 00:20:32.760 --> 00:20:38.490 Denver companies with With now 750 people, 500 people and they all came 254 00:20:38.490 --> 00:20:44.730 inbound, wow. That's crazy. What is something that you think marketers in 255 00:20:44.730 --> 00:20:50.050 this space tend to get wrong? That's an interesting question. But the basics, 256 00:20:50.640 --> 00:20:56.700 marketers tend to ignore the basics and they move, as we mentioned, to the, you 257 00:20:56.700 --> 00:21:01.570 know, which tools are we going to use? How are we going to implement certain 258 00:21:01.570 --> 00:21:06.880 things? What are some small changes that we need to to add? But instead 259 00:21:06.890 --> 00:21:11.120 they should actually focus on the basics. Check the analytics, checks 260 00:21:11.130 --> 00:21:16.320 what are the things that are actually working and focusing on that. And when 261 00:21:16.320 --> 00:21:20.860 I say uh, finding out what's working. And we also mean like talking to the 262 00:21:20.860 --> 00:21:27.250 customers somehow as marketeers tend to run away from that. But I think now 263 00:21:27.250 --> 00:21:32.290 even even the people who are really like shy and don't want to, you know, 264 00:21:32.290 --> 00:21:38.200 jump on the call and call customers. I mean they can listen to the websites 265 00:21:38.210 --> 00:21:42.930 when their target customers are talking, sharing all kinds of things, not only 266 00:21:42.930 --> 00:21:48.000 business related but also personal things. They can jump into Twitter when 267 00:21:48.000 --> 00:21:54.190 they can find out. Also things I remember like back in 2017, I closed 268 00:21:54.190 --> 00:21:59.620 the linkedin lead just by by talking with the guy about basketball and NBA 269 00:21:59.620 --> 00:22:05.190 on twitter. So uh, doing those kind of things really helps. But we need to get 270 00:22:05.200 --> 00:22:10.750 out of the circle when we are and actually start talking with the 271 00:22:10.750 --> 00:22:15.730 customers. I think that's, that's the one thing that needs to happen and uh, 272 00:22:15.740 --> 00:22:19.870 we need to get closer to the revenue. That's uh, that's also the thing that a 273 00:22:19.870 --> 00:22:24.080 lot of marketers are trying to skip because you know, they don't want to be 274 00:22:24.080 --> 00:22:28.810 accountable for the number. It's easier like this. You know, we are creating 275 00:22:28.810 --> 00:22:33.350 events. We are giving, you know, leads to the sales and it's up to them what 276 00:22:33.350 --> 00:22:38.220 they will do with them. You know, and your, you don't have responsibility and 277 00:22:38.220 --> 00:22:44.820 it's all summer, you know, but that's actually far away from reality. And uh, 278 00:22:44.830 --> 00:22:49.000 we need to change this a little bit because if we are changing, I think 279 00:22:49.000 --> 00:22:52.480 that the whole system in the company will change and the company will 280 00:22:52.480 --> 00:22:57.720 prosper. Absolutely pneumonia. This has been so insightful. Thank you so much 281 00:22:57.720 --> 00:23:01.510 for joining me here. And if our listeners have questions or want to 282 00:23:01.510 --> 00:23:05.690 learn more about you or your company, where can they find you online? Yeah, 283 00:23:05.700 --> 00:23:10.120 it's me on leading or any other platform. And funky marketing dot net 284 00:23:10.130 --> 00:23:15.270 is always our website is always a good place to start. Perfect. Fantastic. 285 00:23:15.280 --> 00:23:18.460 Well, thank you again so much for joining me here on GDP growth. Thank 286 00:23:18.460 --> 00:23:19.050 you for having me. 287 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 the medium of podcasting? Considered 289 00:23:29.260 --> 00:23:34.480 becoming a co host of GDP growth. This show is consistently ranked as a top 290 00:23:34.480 --> 00:23:38.630 100 podcast in the marketing category of apple podcasts And the show gets 291 00:23:38.630 --> 00:23:44.210 more than 130,000 downloads each month. We've already done the work of building 292 00:23:44.210 --> 00:23:48.240 the audience so you can focus on delivering incredible content to our 293 00:23:48.240 --> 00:23:56.350 listeners if you're interested, email Logan at sweet fish Media dot com. Yeah.