Transcript
WEBVTT
1
00:00:02.540 --> 00:00:02.740
Yeah,
2
00:00:05.240 --> 00:00:08.960
welcome back to BTB growth. I'm dan
Sanchez with sweet fish media and I'm
3
00:00:08.960 --> 00:00:13.900
here with Christina jaramillo, who is
the president of personal A B. M.
4
00:00:13.900 --> 00:00:17.630
Christina, welcome to the show. Thanks
for having me dan, I appreciate it and
5
00:00:17.630 --> 00:00:22.270
I was excited to talk to Christina
because she focuses on my kind of
6
00:00:22.270 --> 00:00:27.700
favorite version of A B. M. But before
we break into it, I wanted to kick it
7
00:00:27.700 --> 00:00:33.400
off, just dive right into the questions
as far as how you define a B in and in
8
00:00:33.400 --> 00:00:36.400
and of itself because there's lots of
different definitions of their, some
9
00:00:36.400 --> 00:00:39.800
people define it broadly, some people
define it narrowly and there's all
10
00:00:39.800 --> 00:00:43.280
kinds of things in between. So
Christina, let's jump into like how do
11
00:00:43.280 --> 00:00:47.710
you define it? What is it, what is it
not? Okay, so to me, A B M should be
12
00:00:47.710 --> 00:00:51.390
defined as a business strategy,
focusing on fixing the challenges and
13
00:00:51.390 --> 00:00:54.890
revenue leaks that an organization
might have, it's about getting more
14
00:00:54.890 --> 00:00:59.550
tier one I. C. P accounts that can
provide more maximum lifetime value and
15
00:00:59.550 --> 00:01:04.709
greater revenue growth as well as
growing existing accounts. But as you
16
00:01:04.709 --> 00:01:08.390
mentioned, a BMS definitions kind of
all over the place. I think people are
17
00:01:08.390 --> 00:01:12.490
just taking in different directions and
trying to fit where they think it fits
18
00:01:12.490 --> 00:01:17.150
and so it's gotten diluted and I think
more recently the term A B. M has kind
19
00:01:17.150 --> 00:01:21.860
of been synonymous with the technology
that enables it. So we're doing A B. M.
20
00:01:21.860 --> 00:01:25.040
Because we have demand base or we have
six cents or we have terminus or
21
00:01:25.040 --> 00:01:30.400
whatever. A BM technology and I think
those tech tools are seen as, you know,
22
00:01:30.400 --> 00:01:35.300
as a silver bullet, which is not the
case. And so because of that, I think a
23
00:01:35.300 --> 00:01:38.530
lot of companies are treating A B. M as
marketing as usual, but just with shiny
24
00:01:38.530 --> 00:01:42.720
new tools, they're not focused on how A
B. M should be that business strategy
25
00:01:42.720 --> 00:01:46.270
to fix those problems beyond just
pipeline. So it's become about
26
00:01:46.270 --> 00:01:50.580
technology and tactics. Like last a
couple of weeks ago I was talking to
27
00:01:50.580 --> 00:01:56.020
CMO of a channel sales and tech company
and you know, her Ceo had introduced us
28
00:01:56.020 --> 00:02:00.130
because I shared with him that I
believe their a B. M. program was
29
00:02:00.130 --> 00:02:04.620
missing 60% of the market because I
knew that they were using six cents. So
30
00:02:04.620 --> 00:02:08.840
when I got on the call with this CMO, I
asked her automatically, what is your A
31
00:02:08.840 --> 00:02:12.550
B. M strategy, what does it look like?
And she started off by mentioning their
32
00:02:12.550 --> 00:02:16.600
textract, she said we use outreach we
use and we use six cents marcato zoom
33
00:02:16.600 --> 00:02:20.910
info. So basically she was just talking
about the tools they were using and she
34
00:02:20.910 --> 00:02:23.630
even mentioned that they were a case
study for six months because they were
35
00:02:23.630 --> 00:02:28.700
using the platform correctly. And to me
using six cents platform correctly,
36
00:02:28.700 --> 00:02:34.090
it's different from a B. M effective
strategy. So what I really heard in her
37
00:02:34.090 --> 00:02:39.070
conversation was similar to a stat that
I saw from I T S M A. I believe it was,
38
00:02:39.080 --> 00:02:41.950
it said about two thirds of a BM
organizations are not seeing
39
00:02:41.950 --> 00:02:46.360
significant business impact or
improvement with their A B. M. Program.
40
00:02:46.370 --> 00:02:50.830
So I think she kind of fits into that
because they might be treating it again
41
00:02:50.830 --> 00:02:54.500
as marketing unusual and just kind of
using tools and saying that they're
42
00:02:54.500 --> 00:02:58.460
doing it. And she also mentioned that
they were having a lot of deals going
43
00:02:58.460 --> 00:03:01.830
to their safer competitor, more
comfortable choice, which was
44
00:03:01.840 --> 00:03:07.500
Salesforce. And I think because they
were treating A B. M. As a technology
45
00:03:07.500 --> 00:03:12.230
versus a strategy, that was the problem
that that was, you know, exacerbated by
46
00:03:12.230 --> 00:03:17.150
the fact. So I think it comes down to
the fact that a lot of people think of
47
00:03:17.150 --> 00:03:21.580
technology as fitting as a B. M. And
the tech being synonymous. But it's
48
00:03:21.580 --> 00:03:25.200
only one piece of the puzzle. To me, A
B. M. Is not about campaigns and
49
00:03:25.200 --> 00:03:28.880
marketing unusual as usual. Like you
start off strategic when you start
50
00:03:28.880 --> 00:03:32.580
campaigns, but the minute you focus on
tech and then just those massive
51
00:03:32.580 --> 00:03:36.590
campaigns it's going to become tactical.
Um and then you're not be able to get
52
00:03:36.590 --> 00:03:41.850
accounts to revenue. And you know, I
think A B. M. Should really be focused
53
00:03:41.850 --> 00:03:45.180
on how you're going to get those tier
one accounts to revenue, especially the
54
00:03:45.180 --> 00:03:48.780
ones that are disengaging with sales
and marketing and put a strategy for
55
00:03:48.780 --> 00:03:54.170
getting those, you know, accounts to
revenue. Technology just like content
56
00:03:54.170 --> 00:03:58.460
message is just a piece of the puzzle.
Yeah, I do find it's an interesting
57
00:03:58.460 --> 00:04:02.500
case that I don't know there's two
different approaches that I've seen and
58
00:04:02.500 --> 00:04:06.680
I've had this with I I have these
conversations I t most of all because I
59
00:04:06.690 --> 00:04:10.390
almost feel like some people are like,
no, we decide what we want to have
60
00:04:10.390 --> 00:04:14.390
happen and then we go and find tools to
accomplish that versus I'm actually
61
00:04:14.390 --> 00:04:18.269
going to reverse a lot as I find out
what most of the tools can accomplish
62
00:04:18.279 --> 00:04:22.240
and then based on what's possible. I go
in reverse engineer what I think will
63
00:04:22.240 --> 00:04:26.160
work best two different approaches. I
find that I like to just kind of start
64
00:04:26.160 --> 00:04:29.570
with what's possible and then kind of
map a strategy to that. So I can kind
65
00:04:29.570 --> 00:04:32.440
of See them like using something like
six cents and trying to get the most
66
00:04:32.440 --> 00:04:36.340
out of it. But at the same time I can
certainly lead you astray because it
67
00:04:36.340 --> 00:04:39.900
can lead you doing things that you
hadn't necessarily thought or that are
68
00:04:39.910 --> 00:04:43.400
actually going to lead you to your
revenue goal. So that makes a ton of
69
00:04:43.400 --> 00:04:48.530
sense. And maybe maybe it was better
than what they did before and just mass
70
00:04:48.530 --> 00:04:54.540
advertising across a huge, huge segment
or persona, right? So at least they're
71
00:04:54.540 --> 00:04:59.940
focusing in on a few more accounts, but
at the same time, hopefully they're
72
00:04:59.940 --> 00:05:04.070
tracking towards revenue, otherwise it
could be a massive miss, right? And I'm
73
00:05:04.070 --> 00:05:07.320
sure across big organizations
implementing these A B. M. Campaigns,
74
00:05:07.320 --> 00:05:10.690
it's it's it's hard to know if what
you're doing is all mapping towards
75
00:05:10.690 --> 00:05:14.050
revenue, but I'd love to hear more like
there's a lot of people that like to
76
00:05:14.050 --> 00:05:18.800
take the the one too many approach and
the one too few approach, but where I
77
00:05:18.800 --> 00:05:24.500
know you specialize in Is in that
personal 1 - one approach. So I'd love
78
00:05:24.500 --> 00:05:28.290
to hear more about what you guys are
doing that personal A B. M as far as
79
00:05:28.300 --> 00:05:32.030
those 1 to 1 approaches. I know we have
a few things we've done at sweet fish,
80
00:05:32.040 --> 00:05:35.900
but I'm always looking to hear about
how do we make marketing more personal?
81
00:05:35.910 --> 00:05:39.660
It's one thing to personalize it, but
it's a whole different thing. It's like
82
00:05:39.670 --> 00:05:44.330
a totally it's a massive jump away from
just personalization to be actually
83
00:05:44.330 --> 00:05:48.080
personal. Right? So what are the things
that you guys are working on that you
84
00:05:48.080 --> 00:05:51.750
found works well there. Yeah,
absolutely. I it's interesting that you
85
00:05:51.750 --> 00:05:55.530
mentioned personalization being
different than being personal because I
86
00:05:55.540 --> 00:05:59.290
see a lot of people confusing the words
and to me, personalization is maybe
87
00:05:59.290 --> 00:06:03.990
adding industry relevance or company
relevance or role relevance or maybe
88
00:06:03.990 --> 00:06:08.050
even someone's name in a campaign
versus getting to know what's what
89
00:06:08.050 --> 00:06:11.860
matters to them as a person, what
matters to them as part of a smaller
90
00:06:11.860 --> 00:06:15.080
team with an organization and what
matters to them as an organization as a
91
00:06:15.080 --> 00:06:20.220
whole that's that's to me is personal.
And with a B. M, the one too few one
92
00:06:20.220 --> 00:06:24.680
too many and 1 to 1 it needs to be a
balance and I feel like people play
93
00:06:24.690 --> 00:06:28.630
really well, maybe in the one too few
and one too many. And that 1 to 1 is
94
00:06:28.630 --> 00:06:33.660
where we saw a lack of programs. So
that's what we focus. For example, we
95
00:06:33.940 --> 00:06:38.390
we're working with a company called
Schneider national. There a three pl or
96
00:06:38.390 --> 00:06:41.730
a third party logistics firm out of
Wisconsin, they have the big orange
97
00:06:41.730 --> 00:06:46.680
trucks with their name on it, you know,
so they had a their messaging was about
98
00:06:46.690 --> 00:06:50.290
better people, better process and
better technology. They were stuck in
99
00:06:50.290 --> 00:06:55.860
that kind of messaging and campaign
framework for over five years and they
100
00:06:55.860 --> 00:07:00.840
were trying to gain traction with an
organization called Sigma, which is a
101
00:07:00.840 --> 00:07:05.880
offshoot I believe of Cisco, Cisco with
an S policy. And this particular
102
00:07:05.880 --> 00:07:10.280
company had heard Schneider's messaging
that better people process tech from
103
00:07:10.280 --> 00:07:14.350
Schneider, but also from competitors
because it was very similar to what
104
00:07:14.350 --> 00:07:18.160
everybody else was saying in the
industry and they didn't see how that
105
00:07:18.540 --> 00:07:22.180
was filling the gaps or personal
impacts to give them a reason to change.
106
00:07:22.180 --> 00:07:25.310
They didn't see themselves in that
story that was being told, which is why
107
00:07:25.310 --> 00:07:29.110
they were ignoring any type of outreach.
They were already ignoring email,
108
00:07:29.110 --> 00:07:34.490
social live phone conversations. So we
took a look at their contacts and we
109
00:07:34.490 --> 00:07:38.310
started on linkedin, we saw that the
Schneider's team had the right context.
110
00:07:38.310 --> 00:07:42.640
The VP of sales even was connected to
Sigma's VP of logistics on Lincoln,
111
00:07:42.640 --> 00:07:47.020
which is someone they would have to get
in the decision making committee. But
112
00:07:47.020 --> 00:07:49.930
we noticed that sales did not have the
right content and messaging to make
113
00:07:49.930 --> 00:07:54.320
that human to human connection. So we
redesigned profiles and content to show
114
00:07:54.320 --> 00:07:58.250
mid market firms like Sigma, how they
were being underserved by their
115
00:07:58.250 --> 00:08:01.610
transportation management system, which
is the TMS it's a solution or one of
116
00:08:01.610 --> 00:08:05.210
the many solutions that Schneider
provides Schneider needed to show sigma
117
00:08:05.210 --> 00:08:09.030
that they were and other target
accounts that were similar to them that
118
00:08:09.030 --> 00:08:11.810
they were kind of being treated like
that middle child by their service
119
00:08:11.810 --> 00:08:15.040
providers because they weren't big
enough to get the huge service
120
00:08:15.040 --> 00:08:17.480
providers and get a lot of attention
and they weren't small enough to go
121
00:08:17.480 --> 00:08:22.470
with the more boutique kind of firms.
They needed the team at sigma to
122
00:08:22.470 --> 00:08:27.160
acknowledge the gaps they had and how
they were impacting everything across
123
00:08:27.340 --> 00:08:32.240
uh the organization from operations to
supply chain to the P. N. L. How is it
124
00:08:32.240 --> 00:08:36.880
affecting employees any kind of KPI S
They had service performance and
125
00:08:36.880 --> 00:08:41.700
customer performance. So ultimately, we
created by Eurocentric profiles on
126
00:08:41.700 --> 00:08:45.360
linkedin bio centric content and
messaging that spoke to the human
127
00:08:45.370 --> 00:08:49.410
buyers versus at them within key
accounts that they wanted to win,
128
00:08:49.410 --> 00:08:53.790
protect and expand this particular case.
We were talking to sigma, you know,
129
00:08:53.800 --> 00:09:00.040
when you're speak to human buyers, you
have to have industry, company rank
130
00:09:00.040 --> 00:09:03.880
role and even personal relevance. But
we've seen that a lot of sales and
131
00:09:03.880 --> 00:09:07.860
marketing communications kind of stops
at what we said earlier, the the
132
00:09:08.540 --> 00:09:13.060
personalized which industry and company
relevance and then personals when you
133
00:09:13.060 --> 00:09:17.410
add all of them together. And so once
we were able to increase the relevance
134
00:09:17.420 --> 00:09:21.600
in, you know, across the board for
Schneider, sigma and others that were
135
00:09:21.600 --> 00:09:25.600
mid market targets for them were kind
of pulling business development through
136
00:09:25.600 --> 00:09:30.120
the sale cycle versus trying to like
push them through. So we were able to
137
00:09:30.120 --> 00:09:34.870
cut The sale cycle down to six months
and Snyder was typically used to seeing
138
00:09:34.870 --> 00:09:39.280
12 to 18 months and then the account
was they won the account and it was
139
00:09:39.280 --> 00:09:43.540
worth anywhere from 2 to 6 million
depending on how they, how long they
140
00:09:43.540 --> 00:09:46.710
can retain them as a client and how
long they keep up that personal
141
00:09:46.710 --> 00:09:51.230
relevance throughout the journey. It's
a massive deal. So it sounds like they
142
00:09:51.230 --> 00:09:54.760
kind of had a positioning problem but
they're probably like a very, I mean
143
00:09:54.760 --> 00:09:57.720
it's hard to position when you're like
fully customizable, right? And lots of
144
00:09:57.720 --> 00:10:00.960
people are playing that game. So I
really like how you did the research to
145
00:10:00.960 --> 00:10:06.020
find what I believe it, you said it was
sigma, right? The customer they were
146
00:10:06.020 --> 00:10:11.070
targeting was they just did enough
research on it to find and prove to
147
00:10:11.070 --> 00:10:14.510
sigma that what they could do would
save them time would save the money
148
00:10:14.510 --> 00:10:18.360
would be beneficial for them. By doing
enough research on sigma to be able to
149
00:10:18.360 --> 00:10:23.000
say like this is how we can help you
specifically how we help in general.
150
00:10:23.010 --> 00:10:27.310
How we can help you. Right. And that
makes a massive difference. Does that
151
00:10:27.310 --> 00:10:30.890
mean you or like the marketing team
just had to do a massive amount of
152
00:10:30.890 --> 00:10:33.700
research to figure out what they were
using and how they were losing money
153
00:10:33.700 --> 00:10:37.110
and all that kind of stuff. Do you are
you doing that with just sigma or do
154
00:10:37.110 --> 00:10:41.020
you do it with like 10-20 accounts?
Like how much how deep did you go to do
155
00:10:41.020 --> 00:10:44.490
that? And how with how many accounts?
We typically work with a couple of
156
00:10:44.490 --> 00:10:48.010
dozen accounts but it's you know it's
it's the goals that they were looking
157
00:10:48.010 --> 00:10:52.880
at. So we when we chose sigma we knew
that it was going to have what kind of
158
00:10:52.880 --> 00:10:56.040
revenue potential it was going to have.
So we only choose accounts that are
159
00:10:56.040 --> 00:11:01.130
worth 67 plus figures. Otherwise it
requires so much time and so much
160
00:11:01.140 --> 00:11:05.350
effort and so much research and so much
content creators. The message creation
161
00:11:05.360 --> 00:11:10.280
we make sure that we know that they fit
the I. C. P. To a. T. And that what is
162
00:11:10.280 --> 00:11:14.980
going on internally in that target
account is going to fit really well. So
163
00:11:14.980 --> 00:11:18.810
we always go backwards and start with
well what are you doing best with your
164
00:11:18.810 --> 00:11:21.460
current clients and not what you think
you're doing best with your current
165
00:11:21.460 --> 00:11:25.200
clients, what do your clients think
that you're doing best for them? And
166
00:11:25.200 --> 00:11:28.750
then we, like you said reverse engineer
who would be a target that you know
167
00:11:28.750 --> 00:11:32.120
what's an organ organization that looks
very similar and might have similar
168
00:11:32.130 --> 00:11:36.040
things happening behind the scenes that
we're not aware of. So that's why we
169
00:11:36.040 --> 00:11:40.010
work with a limited number of accounts
and 1 to 1. But whatever we learn from
170
00:11:40.010 --> 00:11:45.030
our 1 to 1, we then can scale it by
applying it to the one too few and one
171
00:11:45.030 --> 00:11:48.410
too many and those that are running
maybe an A B. M. Tech or some other
172
00:11:48.410 --> 00:11:53.710
kind of campaign. And so that's the,
when we play in that 1 to 1, how many,
173
00:11:53.710 --> 00:12:00.420
how many did you do? Like sigma? Was it
just like just Yeah, no, there was a
174
00:12:00.430 --> 00:12:04.380
couple of handfuls, but that was the
quarter where they wanted to win. Their
175
00:12:04.380 --> 00:12:08.840
particular Snyder's goal was to
increase revenue with a new client
176
00:12:08.840 --> 00:12:13.340
versus another time we had done it with
an existing client that they wanted to
177
00:12:13.340 --> 00:12:16.650
expand and just make sure that they
retained. So it depends on the quarters,
178
00:12:16.940 --> 00:12:19.210
you know what their goals are. Each
company has goals. Do we want to
179
00:12:19.210 --> 00:12:22.820
protect our at risk accounts? Do we
want to expand current accounts? Do we
180
00:12:22.820 --> 00:12:26.900
want new logos, but again, they have to
be really lucrative accounts because
181
00:12:26.900 --> 00:12:31.720
this is a time heavy approach, that
makes sense. And so you're saying, what
182
00:12:31.720 --> 00:12:35.590
I'm hearing you say is your kind of
handling 12 at a time, whatever the
183
00:12:35.590 --> 00:12:40.240
priority is for that quarter you're
kind of going after. I mean this, I
184
00:12:40.240 --> 00:12:43.600
mean this is like the top of the
pyramid, right? This is the 1 to 2
185
00:12:43.600 --> 00:12:47.760
accounts that you really want to focus
on are going all in on. So that makes a
186
00:12:47.760 --> 00:12:52.920
ton of sense. What do you do, let's say
for audiences listening who have some
187
00:12:52.920 --> 00:12:56.300
really big contracts but they're not
millions were in the high hundreds of
188
00:12:56.300 --> 00:12:59.950
thousands. What do you typically do
with your own clients that are in that
189
00:12:59.950 --> 00:13:04.420
size? That's a similar approach? You
know, what our focus is also is, you
190
00:13:04.420 --> 00:13:07.150
know, are we trying to shorten sail
cycle times? Like another thing, not
191
00:13:07.150 --> 00:13:11.360
only do we get a good big deal with
that particular story told, but we did
192
00:13:11.370 --> 00:13:16.330
cut the sale cycle by a third, which is
awesome in itself. So it depends if
193
00:13:16.330 --> 00:13:19.440
that's their goal. Do we want to even
expand deal sizes? Do we see that
194
00:13:19.440 --> 00:13:23.580
there's an opportunity for that because
it's a similar approach, but it is,
195
00:13:23.580 --> 00:13:27.700
take a lot of research into what's
going on. So what do we use intent data
196
00:13:27.700 --> 00:13:32.270
depending on if that's something that's
available to us? Do we see what's going
197
00:13:32.270 --> 00:13:36.820
on? Are they an acquisition mode? Are
they just get a lot of funding so that
198
00:13:36.830 --> 00:13:41.030
it's a similar approach. It's just a
case by case but it does require a lot
199
00:13:41.030 --> 00:13:45.360
of, lot of research. So what we do is
we're not a stand alone marketing were
200
00:13:45.360 --> 00:13:48.570
usually like a supplement to marketing
because they can't necessarily have
201
00:13:48.570 --> 00:13:54.260
time or the resources to do what we do.
What aspect to usually help assistant.
202
00:13:54.270 --> 00:13:56.930
Do you do the research or do you just
kind of set up like the overall
203
00:13:56.930 --> 00:14:01.050
framework of like, well here's the
problem and here are some solutions of
204
00:14:01.050 --> 00:14:05.650
how we can help guide. Yeah, we do
strategy and execution. So we'll start
205
00:14:05.660 --> 00:14:10.620
of you know what the problems that we
are that we see again depending on what
206
00:14:10.620 --> 00:14:16.630
their goal is expansion retention, new
logo but we do the research, we create
207
00:14:16.630 --> 00:14:20.540
the content to support that research
and we kind of, we work with sales
208
00:14:20.540 --> 00:14:25.740
really well because we our marketing
specifically for sales conversations
209
00:14:25.740 --> 00:14:29.050
that they want to have. So we will
create case studies, we will create
210
00:14:29.050 --> 00:14:32.790
white papers, we will create row actual
articles to support the selling
211
00:14:32.790 --> 00:14:36.940
conversation. Um and I actually have an
example of that when we can get to a
212
00:14:36.940 --> 00:14:41.740
little later but that's what we do. So
we do it from start to finish and then
213
00:14:41.750 --> 00:14:46.020
then whatever we use or what we create
can be used in the campaign. So like if
214
00:14:46.020 --> 00:14:49.860
we create a case study or an article we
can use it in the one too few or one to
215
00:14:49.860 --> 00:14:53.710
many campaigns and see, you know, this
is this is the framework that really
216
00:14:53.710 --> 00:14:58.580
worked along with this segment of this
industry. What are some other
217
00:14:58.580 --> 00:15:01.710
approaches? It sounds like you're
really heavy and like essentially
218
00:15:01.710 --> 00:15:05.740
putting together custom proposals is
how you're becoming the most personal,
219
00:15:05.750 --> 00:15:10.320
so you're creating marketing collateral,
maybe even landing pages and stuff that
220
00:15:10.320 --> 00:15:15.240
are completely customized for the one
account which is highly personal. Tell
221
00:15:15.240 --> 00:15:18.080
me a little bit like what that looks
like tactically like what are the kinds
222
00:15:18.080 --> 00:15:21.260
of elements you're producing or in
collaboration with these marketing
223
00:15:21.260 --> 00:15:25.610
teams in order to get these things in
front of the a counter or you sending
224
00:15:25.610 --> 00:15:31.050
it pretty much is like a customized
white paper to the main account. Um, we
225
00:15:31.050 --> 00:15:34.130
might be sending customized content of
the main account, but we don't
226
00:15:34.130 --> 00:15:39.590
necessarily call them out by name. So
we kind of allude to what we know is
227
00:15:39.590 --> 00:15:43.740
going on, what we've heard is going on
in the company. Um, you know, if we've
228
00:15:43.740 --> 00:15:48.750
heard it from news or research that we
found or even from Champions, Internal
229
00:15:48.750 --> 00:15:51.520
Champions in the organization that
might not be decision makers, but are
230
00:15:51.520 --> 00:15:54.720
telling us, you know, we're having
problems with X, Y, Z. And we really
231
00:15:54.720 --> 00:15:58.630
think that you can help us and we'd
show how what they're doing right now
232
00:15:58.630 --> 00:16:02.960
can better be either improved or if
they need to switch vendors or whatever
233
00:16:02.960 --> 00:16:08.130
the case may be. So we're doing it that
way. We're not actually. So it's it's
234
00:16:08.130 --> 00:16:14.730
more, it's not necessarily customize as
it names the the prospective client,
235
00:16:14.730 --> 00:16:18.800
but it can be used as an evergreen
piece later on. If that makes sense.
236
00:16:18.810 --> 00:16:22.210
Makes a ton of sense. And it sounds
like it's really, it's almost like
237
00:16:22.210 --> 00:16:25.800
farther, it's much farther down the
funnel where you're working probably as
238
00:16:25.800 --> 00:16:28.270
much with sales as you are with the
marketing at that point. I mean if
239
00:16:28.270 --> 00:16:31.840
you're focusing on one or two accounts
at the time than sales probably speaks
240
00:16:31.840 --> 00:16:36.450
a lot into it and but you're still
generating marketing assets that can be
241
00:16:36.450 --> 00:16:41.900
used up the funnel. So that's what are
some other approaches you've taken that
242
00:16:41.900 --> 00:16:46.490
you found work well Personal, A. B. M.
So one thing that we're really big on
243
00:16:46.490 --> 00:16:51.360
and a lot of our clients are kind of
either just getting started with this
244
00:16:51.360 --> 00:16:54.490
or they see that it's an issue, they
just don't know how to address it. We
245
00:16:54.500 --> 00:16:59.550
have shown them that there can't be a
handoff between sales and marketing. So
246
00:16:59.550 --> 00:17:03.520
once the selling conversation begins,
marketing needs to be there along the
247
00:17:03.520 --> 00:17:08.200
way. So whatever sales learns, um,
during their internal conversation or
248
00:17:08.200 --> 00:17:12.190
their conversations with the prospects
or maybe a demo call whatever they need
249
00:17:12.190 --> 00:17:15.470
to share that information so that
marketing can come along and support
250
00:17:15.470 --> 00:17:20.060
them with another piece of collateral
that might or maybe even some talking
251
00:17:20.060 --> 00:17:23.950
points for the next time. So I'll give
you an example. We were working with an
252
00:17:23.960 --> 00:17:28.900
e commerce tech firm that learned in a
good way. Not the hard way um that
253
00:17:28.900 --> 00:17:33.130
sales and marketing has to continue to
work hand in hand. They were using a
254
00:17:33.130 --> 00:17:37.410
BMT conversations with the health care
health care product firm and this
255
00:17:37.410 --> 00:17:43.090
product firm served long term care
facilities, skilled nursing assisted
256
00:17:43.090 --> 00:17:47.770
living hospice V. A. Hospitals. And the
firm wanted to move from a traditional
257
00:17:48.140 --> 00:17:52.760
old school phone and fax system to
modern self service e commerce platform.
258
00:17:53.140 --> 00:17:57.610
But the firm had two sides of the
business to support the new purchases
259
00:17:57.610 --> 00:18:02.370
that were strong demand uh And rentals.
And our client software was designed
260
00:18:02.370 --> 00:18:06.570
specifically to integrate with S. A. P.
C. R. P. Um That didn't have the
261
00:18:06.570 --> 00:18:10.870
capability at the time to meet the
needs of the rental business. So
262
00:18:10.880 --> 00:18:15.480
despite having these teams team calls,
seeing a demo executing the executive
263
00:18:15.480 --> 00:18:19.360
buying committee at the health care
product firm was still hung up on the
264
00:18:19.360 --> 00:18:23.930
rental side of the business. What they
didn't see is the risks, the costs um
265
00:18:23.940 --> 00:18:28.770
impacts of choosing an e commerce
platform that sat outside their er P.
266
00:18:28.770 --> 00:18:33.360
But would accommodate both sides of the
business. So instead of keeping them,
267
00:18:33.370 --> 00:18:36.900
what they were looking to do is get
everything under one solution. And it
268
00:18:36.900 --> 00:18:40.150
was going to be difficult because there
was gonna be some holes. Sales was
269
00:18:40.150 --> 00:18:43.510
trying to have further conversations
with the team but the VP of I. T. Was
270
00:18:43.510 --> 00:18:47.630
basically acting as their gatekeeper
and kept the distance between sales and
271
00:18:47.630 --> 00:18:51.150
the buying team. So it was really hard
you know to have these internal
272
00:18:51.150 --> 00:18:53.860
conversations because all the
requirements were being collected in a
273
00:18:53.860 --> 00:18:57.260
vacuum so instead of giving them the
time to make the wrong decision,
274
00:18:57.260 --> 00:19:01.040
marketing sales work together to create
a consensus in their favor. So what we
275
00:19:01.040 --> 00:19:05.680
did was we created content to show the
effect of working outside ASAP with a
276
00:19:05.680 --> 00:19:10.900
platform like maybe magenta and the
impact that it would have on go to live
277
00:19:10.900 --> 00:19:15.500
on performance on P. N. L. And on
corporate initiatives because I. T.
278
00:19:15.500 --> 00:19:20.090
Would have to be tied up for at least 6
to 12 months on this e commerce project.
279
00:19:20.100 --> 00:19:24.450
So by showing how their decision to go
the other way was going to affect them
280
00:19:24.450 --> 00:19:30.030
in different ways They were able to
work together to ensure when with sales
281
00:19:30.030 --> 00:19:33.810
and marketing versus going that 5050
chance that the buying team would make
282
00:19:33.810 --> 00:19:38.110
their decision in their favor. So we
kind of help them see the bigger
283
00:19:38.110 --> 00:19:42.390
picture as opposed to one little piece
of the puzzle and that was made it
284
00:19:42.390 --> 00:19:45.950
easier for them to make the right
decision or in our favor. I should say
285
00:19:45.960 --> 00:19:50.200
makes a lot of sense. I've been not in
huge company has been some mid sized
286
00:19:50.200 --> 00:19:53.690
companies. I've been the decision maker.
I'm like large Crm purchases and
287
00:19:53.690 --> 00:19:57.520
different things like that and I'm like
man if I would have had a sales where
288
00:19:57.520 --> 00:20:00.360
it would have been delivering me that
information to help make a case to my,
289
00:20:00.370 --> 00:20:04.220
to my people who are arguing against me.
I would have been like so much, it
290
00:20:04.220 --> 00:20:08.020
would have been so much easier. That
makes a ton of sense from being that
291
00:20:08.270 --> 00:20:11.610
you're just kind of like you're, you're
asking me all these questions. I don't
292
00:20:11.610 --> 00:20:14.560
have all the answers. But if my vendor
who's trying to sell to me, he's
293
00:20:14.560 --> 00:20:19.260
actually like, there you go. You're
just like Just do this. You're
294
00:20:19.270 --> 00:20:21.910
interesting that one person who's
really rooting for you inside that
295
00:20:21.910 --> 00:20:26.160
organization. Right. Exactly. That's
the idea. I'm curious to know if you
296
00:20:26.160 --> 00:20:30.760
have any campaign ideas for people who
want to do personal A B. M. Who are
297
00:20:30.760 --> 00:20:35.390
like in the way, way down like their
average contract sizes are in the tens
298
00:20:35.390 --> 00:20:39.440
of thousands and a. R. R. And maybe
over the long long haul if they have
299
00:20:39.440 --> 00:20:42.150
annual recurrent revenue can add up to
a lot, but generally they're not,
300
00:20:42.150 --> 00:20:45.510
they're not making that big of a game
with each new customer. How do you
301
00:20:45.510 --> 00:20:51.010
become more personal with a B. M. If
your, if your contract sizes and that
302
00:20:51.010 --> 00:20:55.400
tens of thousands range. So first of
all I would talk to these sales people
303
00:20:55.400 --> 00:20:59.430
and tell them to take a look at their
linkedin profile. Does it look like
304
00:20:59.430 --> 00:21:03.720
you're looking for a new role because
you're talking to me about your
305
00:21:03.720 --> 00:21:08.330
President Club awards quote after quote
unquote attainments, how much you've
306
00:21:08.330 --> 00:21:12.790
made in the last couple of years for
your company because me as a prospect
307
00:21:12.790 --> 00:21:16.620
and I know my clients have said this as
well the minute they see that, you know,
308
00:21:16.630 --> 00:21:19.290
a wall goes up because they know
they're going to be sold, the minute
309
00:21:19.290 --> 00:21:24.140
they accept the connection, change it
to be story based. How are you helping
310
00:21:24.140 --> 00:21:27.430
your buyers? How have you helped them
recently so that other people can kind
311
00:21:27.430 --> 00:21:32.040
of see themselves in that story. So if
you come across as a seller, it's
312
00:21:32.040 --> 00:21:35.030
harder. But if you come across as
someone that's developing or sharing
313
00:21:35.030 --> 00:21:38.690
value and giving relevant value, it
will make it much easier to open that
314
00:21:38.690 --> 00:21:43.860
door to a connection and possibly a
conversation down the line. If you can
315
00:21:43.870 --> 00:21:48.030
teach people they're going to be much
more open to, you know, speaking with
316
00:21:48.030 --> 00:21:53.810
you. So it makes a lot of sense. And
rewriting linked in profiles is good. I
317
00:21:53.820 --> 00:21:56.840
still want to put that in like the
personal category, right? You're
318
00:21:56.840 --> 00:22:01.820
offering content to be more relevant
for sure. But are there any ways to
319
00:22:01.820 --> 00:22:05.270
make it more personal where you've
actually customize something to that
320
00:22:05.270 --> 00:22:10.370
company? Customsize that to the company?
Yeah, I think just before you send like
321
00:22:10.370 --> 00:22:13.510
if you know that you're trying to win a
specific organization or just get even
322
00:22:13.510 --> 00:22:17.050
closer towards a deal with an
organization? Think about what you're
323
00:22:17.050 --> 00:22:20.940
sending them. Are you sending them just
that next piece or that next touch in
324
00:22:20.940 --> 00:22:23.640
your cadence. So you know, we need to
have 10 touches before they're going to
325
00:22:23.640 --> 00:22:29.320
get to this stage in the buying journey
or is it actually relevant to them? Or
326
00:22:29.320 --> 00:22:32.780
if you're going to send them a piece of
collateral, I've been sent white papers
327
00:22:32.790 --> 00:22:37.750
or case studies or e books that are
hundreds of pages long and I'm not
328
00:22:37.750 --> 00:22:41.360
going to read the entire thing before
you pick me again next week. So if
329
00:22:41.360 --> 00:22:44.420
you're going to send me that, tell me
to read page five through 10 or
330
00:22:44.420 --> 00:22:47.530
whatever and say, I want you to read
this because I know you're going to be
331
00:22:47.530 --> 00:22:51.430
interested in X, Y, Z. So that gives
you that other layer of relevance as
332
00:22:51.430 --> 00:22:55.010
opposed to a copy and pasted email that
looks like you just sent it to everyone.
333
00:22:55.020 --> 00:22:58.440
You took the time to know well I'm
interested in this, this is going to
334
00:22:58.440 --> 00:23:02.880
help me do my job better and make me
better and you took that extra time.
335
00:23:02.890 --> 00:23:05.760
You know, it's not a lot of effort. I
think people just think it's gonna be
336
00:23:05.760 --> 00:23:09.000
too time consuming so they
automatically don't want to do it. But
337
00:23:09.000 --> 00:23:11.900
if you take that extra couple of
minutes to say that I know this is
338
00:23:11.900 --> 00:23:15.430
going to be important to you because
and I'm not just reaching out to you to
339
00:23:15.430 --> 00:23:19.550
add to my number of touches in
Salesforce or whatever it is, people
340
00:23:19.550 --> 00:23:23.130
are gonna know the difference. Yeah, it
does make a huge difference. And even
341
00:23:23.140 --> 00:23:26.170
think about it is on linkedin now have,
342
00:23:27.240 --> 00:23:29.810
I don't know, I'm pretty active on
linkedin. So people ask me questions
343
00:23:29.810 --> 00:23:32.970
about podcasting, but I'll take the
time to go to Sweet Fish Media dot com.
344
00:23:32.970 --> 00:23:35.920
Search for an episode we've done on
that find and send it to him. Right?
345
00:23:35.920 --> 00:23:39.660
That's that little customized touch
that says like, hey, I heard you, I saw
346
00:23:39.660 --> 00:23:44.560
you and uh, here's, here's my best way
I can help you in a short amount of
347
00:23:44.560 --> 00:23:49.790
times. I can't spend too much time on
like an individual account, but you can
348
00:23:49.790 --> 00:23:53.420
still customize it. You can still make
it personal. Yeah, you can still put in
349
00:23:53.420 --> 00:23:57.270
the extra effort and people notice it
right away. Is there anything else you
350
00:23:57.270 --> 00:24:02.770
do with large accounts that help it to
become more person? All more human?
351
00:24:04.140 --> 00:24:10.030
Yeah, I mean you have to well, let me
just put it put it this way, I, we
352
00:24:10.030 --> 00:24:14.130
think of every interaction. So every
touch point, whether it's an invite to
353
00:24:14.130 --> 00:24:17.380
connect, it's an email, it's a phone
call, it's a voicemail, whatever it is
354
00:24:17.380 --> 00:24:23.020
that you're doing. However you, you run
your sales or marketing team, Every
355
00:24:23.020 --> 00:24:29.090
touch point has to be relevant because
it has to talk to what the people are
356
00:24:29.090 --> 00:24:32.630
interested or speak to the person and
what's interesting to them or what's
357
00:24:32.640 --> 00:24:39.600
what's happening in their world and if
it's not relevant then you can set
358
00:24:39.600 --> 00:24:44.750
yourself back because every person,
every every interaction is kind of like
359
00:24:44.750 --> 00:24:48.470
a sales conversation. If you're not
adding value in building layer upon
360
00:24:48.470 --> 00:24:52.840
layer each time then people are gonna
notice. And like you said it shows that
361
00:24:52.840 --> 00:24:56.910
you've actually taken the time to to
hear what they had to say to learn a
362
00:24:56.910 --> 00:25:00.230
little bit about them. Um And wherever
you're getting your info, if you're
363
00:25:00.230 --> 00:25:02.810
getting it from the news, if you're
getting it from intent data, if you're
364
00:25:02.810 --> 00:25:05.790
getting it from zoom info, if you're
getting it even from their website
365
00:25:05.800 --> 00:25:09.610
because a lot of websites put their
press releases and what they're their
366
00:25:09.610 --> 00:25:13.100
bosses are. You know like if you're
looking at a mid market company and it
367
00:25:13.100 --> 00:25:18.500
says the Ceos goal for the next year is
to increase new increase revenue by X.
368
00:25:18.500 --> 00:25:20.590
Percent. That's something that's
relevant to them because you know that
369
00:25:20.590 --> 00:25:23.020
that's going to be trickling down to
them eventually. So see how you can
370
00:25:23.020 --> 00:25:27.690
speak to that and it just it shows that
you're actually interested and you're
371
00:25:27.690 --> 00:25:30.760
not just wanting to sell them, you want
to actually become a partner to them.
372
00:25:30.770 --> 00:25:35.160
Um And every single interaction has to
answer that. So don't just hit send,
373
00:25:35.160 --> 00:25:38.830
don't just do something for the sake of
doing it. Don't just make a phone call
374
00:25:38.830 --> 00:25:41.950
to make a phone call figure out what
the intent is behind it because the
375
00:25:41.950 --> 00:25:47.610
intent is really important. Fantastic.
I want to ask one last question. If
376
00:25:47.610 --> 00:25:51.430
somebody wanted to get started with
personal A B. M. And I don't have a
377
00:25:51.430 --> 00:25:55.360
full A. B. M. Program implemented
already. What's the way they can kind
378
00:25:55.360 --> 00:25:59.330
of like start and get tests and test
the idea before they start to develop
379
00:25:59.330 --> 00:26:03.920
something that's more robust? Yeah. So
let's do it from the sales point of
380
00:26:03.920 --> 00:26:07.180
view. Pick a couple accounts that you
want. That note that you fit your I. C.
381
00:26:07.180 --> 00:26:10.690
P. Don't just pay accounts you said oh
these will look good on my ball of
382
00:26:10.690 --> 00:26:14.750
clients. Do they fit you? Do they fit
your company? Can you solve their
383
00:26:14.750 --> 00:26:18.450
problems better than other people? Can
you address the issues that they're
384
00:26:18.450 --> 00:26:21.770
having and then kind of do a little bit
of research and do a little bit of
385
00:26:21.770 --> 00:26:25.000
homework even if you have to do it on
your down time about those accounts and
386
00:26:25.000 --> 00:26:29.400
who are they, who are the target people
that you need to connect with and reach
387
00:26:29.400 --> 00:26:33.030
out to them and however you reach out,
If you use linkedin, if you use email,
388
00:26:33.040 --> 00:26:37.570
make sure that you have some relevance
and test it out with one or two
389
00:26:37.570 --> 00:26:40.690
accounts at first and see how it goes.
And you might have to put a little time
390
00:26:40.690 --> 00:26:43.990
and effort into it and see how that
goes and then you can try to scale it a
391
00:26:43.990 --> 00:26:47.040
little bigger and then hopefully get a
little more buy in for maybe the rest
392
00:26:47.040 --> 00:26:50.760
of your team. Um see if you can kind of
launch a pilot program that's a little
393
00:26:50.760 --> 00:26:54.670
bigger than that based on your findings
are, but I think take time to teach
394
00:26:54.670 --> 00:26:58.870
yourself to always learn what's going
on in your target accounts because I'm
395
00:26:58.870 --> 00:27:03.560
sure if one account is having an issue,
then more accounts are going to be
396
00:27:03.560 --> 00:27:06.030
having that issue and it's just going
to help you in the long run because
397
00:27:06.030 --> 00:27:10.480
this, the personally BM approach the 1
to 1 approaches the long game. It's not
398
00:27:10.480 --> 00:27:15.720
gonna be, I'm gonna get results since
30 days, it's more like 60 9100 and 20
399
00:27:15.720 --> 00:27:19.050
days. So think of it that way. Don't
think of, you know, instant
400
00:27:19.050 --> 00:27:22.660
gratification because that's not the
way this is gonna work. That's perfect.
401
00:27:22.940 --> 00:27:26.350
So Christina, thank you so much for
joining me on GDP growth. Where can
402
00:27:26.350 --> 00:27:32.450
people go to learn more about personal
a b M and connect with you online? Yeah,
403
00:27:32.460 --> 00:27:36.490
personally BM dot com is great. We also
have another resource called Stop the
404
00:27:36.490 --> 00:27:41.170
sales drop dot com. It's a podcast.
We've done some events, We've done some
405
00:27:41.170 --> 00:27:46.220
videos, there's articles from our team
as well as guest posts. So it's a free
406
00:27:46.220 --> 00:27:51.700
community that people can just kind of
learn from and reach out to me on
407
00:27:51.710 --> 00:27:55.830
linkedin. I'm there all the time and
give me some relevant reason as why we
408
00:27:55.830 --> 00:27:59.360
should connect, not just you listen to
me on the podcast and it's Kristina
409
00:27:59.360 --> 00:28:03.330
with a K. Fantastic. Thanks again for
joining me on GDP growth. Thanks so
410
00:28:03.330 --> 00:28:03.860
much dan
411
00:28:05.840 --> 00:28:12.840
Gary V says it all the time and we
agree every company should think of
412
00:28:12.840 --> 00:28:17.850
themselves as a media company first,
then whatever it is they actually do.
413
00:28:18.340 --> 00:28:22.150
If you know this is true, but your team
is already maxed out and you can't
414
00:28:22.150 --> 00:28:26.550
produce any more content in house. We
can help, we produce podcasts for some
415
00:28:26.550 --> 00:28:30.470
of the most innovative BB brands in the
world and we also help them turn the
416
00:28:30.470 --> 00:28:35.500
content from the podcast and blog posts,
micro videos and slide decks that work
417
00:28:35.500 --> 00:28:38.890
really well on linked in. If you want
to learn more, go to Sweet fish Media
418
00:28:38.890 --> 00:28:44.560
dot com slash launch or email Logan at
sweet fish Media dot com.