Transcript
WEBVTT 1 00:00:00.040 --> 00:00:00.250 Mhm. 2 00:00:02.540 --> 00:00:02.740 Yeah. 3 00:00:04.340 --> 00:00:08.300 Hey everybody Logan with sweet fish here first of all, whether you are a 4 00:00:08.310 --> 00:00:12.050 regular subscriber of GDP growth or new to the show. Thank you so much for 5 00:00:12.050 --> 00:00:17.110 hitting play on this episode, a little bit about what to expect. Over the next 6 00:00:17.110 --> 00:00:20.230 several weeks, we're going to be replaying some of our best episodes 7 00:00:20.230 --> 00:00:24.940 from a deep dive we did earlier this year, all about a B. M. Or account 8 00:00:24.940 --> 00:00:28.910 based marketing. If you are new to be, to be or you're trying to get your A. B. 9 00:00:28.910 --> 00:00:33.430 M. Efforts off the ground or really gain some traction in what you've 10 00:00:33.430 --> 00:00:37.740 started to do with a B. M. Within your organization. You are going to love 11 00:00:37.750 --> 00:00:41.320 these episodes. So over the next several weeks, expect to see two 12 00:00:41.320 --> 00:00:45.650 episodes a week here in your B two B growth feed and they will all be 13 00:00:45.650 --> 00:00:50.380 focused around a B. M. From our account based marketing. Deep dive. All right, 14 00:00:50.390 --> 00:00:52.550 let's get into the episode. 15 00:00:54.440 --> 00:00:54.640 Yeah, 16 00:00:57.640 --> 00:01:02.080 welcome back to BBB growth. I'm dan Sanchez with sweet fish media And today 17 00:01:02.090 --> 00:01:06.110 we are continuing the journey into account based marketing though with 18 18 00:01:06.120 --> 00:01:10.390 episodes in. I feel like we've talked about everything there is the talk 19 00:01:10.390 --> 00:01:15.000 about account based marketing and still more and more nuances, more and more 20 00:01:15.010 --> 00:01:20.850 ways to target and engage and activate an account is coming up and it's been 21 00:01:20.850 --> 00:01:24.640 fascinating to learn from all the thought leaders that practitioners and 22 00:01:24.640 --> 00:01:29.030 the resources that I've been reviewing here on the show. One thing I want to 23 00:01:29.030 --> 00:01:33.340 take a break from in the learning process is to actually promote a 24 00:01:33.340 --> 00:01:38.460 methodology. we've been pioneering here at sweet fish media and if you've been 25 00:01:38.460 --> 00:01:41.890 listening to the show for a long time, you kind of know how it goes. James 26 00:01:41.890 --> 00:01:46.520 wrote the book called content based networking. Not content marketing, but 27 00:01:46.520 --> 00:01:53.010 content based networking. And really this book is a fantastic outline of not 28 00:01:53.010 --> 00:01:57.030 how to do content marketing, but how to do account based marketing. It is an 29 00:01:57.030 --> 00:02:01.730 account based marketing playbook. Even though it sounds like content marketing, 30 00:02:01.730 --> 00:02:05.870 when you hear content based networking, it's more on the networking than it is 31 00:02:05.870 --> 00:02:12.860 on the content because really it is a 1 to 1 account based marketing type play. 32 00:02:12.870 --> 00:02:16.410 And it is the biggest thing that's driven the revenue for sweet fish media 33 00:02:16.410 --> 00:02:22.910 and we've driven $3 million in revenue just on this strategy alone. And that's 34 00:02:22.910 --> 00:02:27.070 what I wanted to share with you in this podcast episode was how you can use a 35 00:02:27.070 --> 00:02:31.800 podcast like we do in order to drive revenue for your account based 36 00:02:31.800 --> 00:02:36.890 marketing initiatives going on. So here's a few reasons why you would want 37 00:02:36.890 --> 00:02:43.050 to use a podcast to do it and why it works so well. For starters using a 38 00:02:43.050 --> 00:02:46.540 podcast to test the A. B. M. Strategy, even if you're not implementing A B. M. 39 00:02:46.540 --> 00:02:49.690 Currently is a fantastic way to start one, you're already doing it for 40 00:02:49.690 --> 00:02:55.150 content marketing and it's easy to come up with a list of super small 5, 10 key 41 00:02:55.150 --> 00:03:00.300 accounts in order to invite on your podcast as a guest in order to build 42 00:03:00.300 --> 00:03:04.960 that 11 type of engagement. It's a very A Bm thing to do. And it works 43 00:03:04.960 --> 00:03:08.790 remarkably well, hardly anybody says no to being on a podcast and you might be 44 00:03:08.790 --> 00:03:12.140 listening to be like well dan if the only reason why you're having them on 45 00:03:12.140 --> 00:03:16.680 the podcast is because you want to because there are potential customer 46 00:03:16.680 --> 00:03:20.590 and they might buy from you someday. That's kind of it's kind of misleading 47 00:03:20.590 --> 00:03:24.650 dan. If that's you right now and you're thinking that then let me tell you, 48 00:03:25.040 --> 00:03:28.430 even as a customer even before I worked for a sweet fish and somebody asked me 49 00:03:28.430 --> 00:03:33.070 to be on their podcast and I knew they wanted to sell to me. It still worked. 50 00:03:33.070 --> 00:03:36.690 I still wanted to be on their podcast. You know, at that time I was like, I 51 00:03:36.690 --> 00:03:40.450 don't know if we're going to buy from them or not, Maybe we do, but I still 52 00:03:40.450 --> 00:03:44.950 wanted to be on their podcast. It still adds value. Even if they know that's 53 00:03:44.950 --> 00:03:50.120 the game you're playing. So To that I just say like go ahead and ask him, yes, 54 00:03:50.120 --> 00:03:54.840 there might be like 101 and 200 who say, Hey that's disingenuous. I can't 55 00:03:54.840 --> 00:03:57.620 believe you invited me so far. I haven't experienced that. I've not 56 00:03:57.630 --> 00:04:01.730 experienced a single person. Even though we talk about it all the time. I 57 00:04:01.730 --> 00:04:06.710 have not experienced a single person giving me pushback on inviting them to 58 00:04:06.710 --> 00:04:11.430 be on a podcast. Even though they fit R. I. C. P. Because we always make it 59 00:04:11.430 --> 00:04:14.230 about them. We always talk about how they're winning and we always try to 60 00:04:14.230 --> 00:04:17.750 pull the best insights out of them for their peers right? So it works. 61 00:04:18.839 --> 00:04:22.260 The other thing that works so well is that even though you're using this 62 00:04:22.260 --> 00:04:26.770 primarily as an account based marketing strategy mainly to build one on one 63 00:04:26.770 --> 00:04:31.170 engagement. It also produces amazing content. Like it actually you can this 64 00:04:31.170 --> 00:04:34.800 is the only place I know of where you can do an equal amount of content 65 00:04:34.800 --> 00:04:38.310 marketing and A B. M. With the same amount of time and I don't know about 66 00:04:38.310 --> 00:04:41.590 you but I'm busy so I need to be able to double dip my time. And this is a 67 00:04:41.590 --> 00:04:46.450 great way to double dip the effort. So how do you do it? Here's our exact 68 00:04:46.450 --> 00:04:49.310 playbook and what we're currently implementing and getting better and 69 00:04:49.310 --> 00:04:51.930 better at. And I'm sure after this series I'll have a whole better 70 00:04:51.930 --> 00:04:56.250 playbook on it. But I wanted to give you a sneak peek at what we're doing 71 00:04:56.260 --> 00:05:01.630 with podcasting in order to drive our own account based marketing engine. And 72 00:05:01.630 --> 00:05:06.610 I'm going to use Sand Graham's team model in order to flush it out. So team 73 00:05:06.620 --> 00:05:10.530 is an acronym. It starts with Target and then moves on to engage them to 74 00:05:10.530 --> 00:05:14.170 activate and to measure and I'm what I'm going to use to drive the structure 75 00:05:14.170 --> 00:05:18.030 of this episode. So first with targeting targeting accounts it is 76 00:05:18.030 --> 00:05:22.220 important if you're gonna do account based marketing with your podcast for 77 00:05:22.220 --> 00:05:26.860 do just good account based marketing and identify the right target accounts. 78 00:05:27.340 --> 00:05:31.680 And as you know from previous episodes that goes down it could be as simple as 79 00:05:31.680 --> 00:05:37.370 you coming up with 10 to 100 different accounts that are your ideal customer 80 00:05:37.370 --> 00:05:41.970 profile. Your I. C. P. Right? So you can sit down with your sales team and 81 00:05:41.970 --> 00:05:45.410 be like what are the best customers? And if you have multiple products and 82 00:05:45.410 --> 00:05:50.060 different Sales units and stuff you can just kind of pick one to launch it off 83 00:05:50.060 --> 00:05:55.280 with and get started that way and come down with some really strict criteria 84 00:05:55.290 --> 00:05:59.630 to who is the best. What kind of companies would we love to do business 85 00:05:59.630 --> 00:06:02.620 with that we currently aren't doing business with and we know they're not 86 00:06:02.620 --> 00:06:05.380 working with our competitors and even if they are you might want to add them 87 00:06:05.380 --> 00:06:09.570 to the list. So come up with that list and the second part is you need to find 88 00:06:09.570 --> 00:06:13.730 their contact information. You need a way to reach out to them And from there 89 00:06:13.730 --> 00:06:16.800 it's not it's just not that hard. I usually just use linkedin right? And 90 00:06:16.800 --> 00:06:19.950 you can do this with an excel sheet. Even if you have your whole contact 91 00:06:19.950 --> 00:06:23.440 list you can use your crm that would probably be better. But it doesn't have 92 00:06:23.440 --> 00:06:26.510 to be that complicated. You could literally come up with an excel sheet 93 00:06:26.520 --> 00:06:30.560 and just logged them all log 10 an excel sheet. If this is your first time 94 00:06:30.940 --> 00:06:34.860 and just have a few columns for the different parts that I'm going to 95 00:06:34.860 --> 00:06:39.220 outline to you in the next step, which is engaged. So we just covered target, 96 00:06:39.230 --> 00:06:42.830 the next part of the team model is engaged. Even if you have your list, 97 00:06:42.830 --> 00:06:46.100 you got to move to engage at some point, right? You, they have to know about you 98 00:06:46.100 --> 00:06:50.240 and the way we get in front of people just by inviting them onto the podcast. 99 00:06:50.240 --> 00:06:54.220 So there's a few different steps to that. There is guest outreach. So you 100 00:06:54.220 --> 00:06:57.440 have your contact information already. So it's actually reaching out to them 101 00:06:57.450 --> 00:07:00.240 in their contact information could just be their linkedin profile. You can just 102 00:07:00.240 --> 00:07:04.040 shoot them a message. That's what I do. Um, some people do our very successful 103 00:07:04.040 --> 00:07:07.700 using twitter DM So if you know they're active on twitter, if not then finding 104 00:07:07.700 --> 00:07:11.180 their email and there's multiple places you can go and buy their their work 105 00:07:11.180 --> 00:07:14.240 email from or you can just kind of figure out what their email is based on 106 00:07:14.240 --> 00:07:17.760 their company's domain name and you know, it's first off last or first 107 00:07:17.760 --> 00:07:22.190 initial last or if it's a small company than just first name, right? We all 108 00:07:22.190 --> 00:07:26.690 kind of know how company emails work and then shooting them a message. 109 00:07:26.700 --> 00:07:32.010 Usually a really simple message. No more than 3 to 4 sentences, something 110 00:07:32.010 --> 00:07:36.710 the lines along the lines of high first name, so that you were doing this cool 111 00:07:36.710 --> 00:07:41.030 stuff that I noticed for X, y, z. Corp would love to talk to you about it on 112 00:07:41.030 --> 00:07:45.480 our podcast interested. Of course, it always helps if you can customize it a 113 00:07:45.480 --> 00:07:48.210 little bit, if you've known them, if you know who they are and you've seen 114 00:07:48.210 --> 00:07:51.770 them do some cool stuff, tell them about it, they're going to be more 115 00:07:51.770 --> 00:07:54.420 likely to reply if you mentioned something that you've noticed on their 116 00:07:54.420 --> 00:07:57.900 profile or that they've posted about recently, especially if it leads to 117 00:07:57.900 --> 00:08:02.800 what you would like to interview them about and they're on the, on the 118 00:08:02.800 --> 00:08:06.920 podcast itself. I've had people reach out to me before and say like, hey, I 119 00:08:06.920 --> 00:08:10.380 noticed you're killing in A B and C, would you like to talk about one of 120 00:08:10.380 --> 00:08:14.580 those on our podcast? And I'm like, yeah, I love talking about be, let's 121 00:08:14.580 --> 00:08:17.780 talk about that. Um so there's a couple of different ways to do it, but keeping 122 00:08:17.780 --> 00:08:22.540 it simple is key. Keeping it simple and short and quick to the point After the 123 00:08:22.540 --> 00:08:25.830 reply, then you have to move onto the second step. So that was the first step 124 00:08:25.830 --> 00:08:30.480 is guest outreach. 2nd step is scheduling and that's as simple as just 125 00:08:30.480 --> 00:08:33.690 shooting the Mcallen, li link, I love cal only just makes everything simpler 126 00:08:33.690 --> 00:08:35.860 and it doesn't have to be calendar, could be whatever appointment 127 00:08:35.860 --> 00:08:39.700 scheduling tool you use actually use hubspot now but cal only works great 128 00:08:39.710 --> 00:08:43.919 just to get it on your calendar and then you have to do a pre interview and 129 00:08:43.919 --> 00:08:47.460 I recommend a pre interview while you could. I sometimes I do my interviews 130 00:08:47.460 --> 00:08:51.060 and pre interviews all in one meeting. If you're doing account based marketing 131 00:08:51.540 --> 00:08:54.490 to the fullest extent that it can be done in podcast and you definitely want 132 00:08:54.490 --> 00:08:56.970 to do a pre interview because it's more face time. Like if you get to meet with 133 00:08:56.970 --> 00:09:00.050 them twice, then that's just more time to get to spend together. That's more 134 00:09:00.050 --> 00:09:04.280 trust that's more time to share how things are going. Like even I did an 135 00:09:04.280 --> 00:09:09.710 interview today. I just jumped off an interview actually with Amber bogey and 136 00:09:09.710 --> 00:09:12.900 she was, we were just catching up from the last time we had talked only a 137 00:09:12.900 --> 00:09:16.460 couple of days ago from our pre interview. Right. And so that more face 138 00:09:16.460 --> 00:09:22.970 time means you can build more relationship with your guests a. K. A. 139 00:09:22.980 --> 00:09:27.680 Your ideal buyer. So that's the third step. The fourth step is having the 140 00:09:27.680 --> 00:09:30.560 interview after you have the pre interview and you kind of walk through 141 00:09:30.560 --> 00:09:32.970 all the steps and things that you're going to talk about in your interview. 142 00:09:32.970 --> 00:09:36.240 You have the actual interview and the interview split up into three different 143 00:09:36.240 --> 00:09:39.720 parts. There's the pre interview before you start recording where you kind of 144 00:09:39.720 --> 00:09:42.140 brief them. Like, hey remember this is what we're going to talk about. This is 145 00:09:42.140 --> 00:09:44.810 what we discussed in the pre interview is the points. Hopefully you've had 146 00:09:44.810 --> 00:09:47.530 some time to meditate on the question, is there any questions you have for me 147 00:09:47.540 --> 00:09:50.860 know? Okay I'm gonna push, I'm gonna push record and here's what you can 148 00:09:50.860 --> 00:09:54.380 expect and then you push record and you move on to the second part of the 149 00:09:54.380 --> 00:09:57.170 interview which is the interview itself and then you stop recording and have 150 00:09:57.170 --> 00:10:01.080 the post interview right? Which is just kind of wrapping things up, answering 151 00:10:01.080 --> 00:10:06.980 any last questions saying thank you multiple times, you know and ultimately 152 00:10:06.980 --> 00:10:10.830 making them feel like a rock star for sharing and giving their expertise on 153 00:10:10.830 --> 00:10:15.190 your podcast right? Because again this is about building relationship more 154 00:10:15.190 --> 00:10:18.570 than it is about creating good content that hopefully you're creating both. 155 00:10:18.580 --> 00:10:24.950 Hey everybody Logan was sweet fish here. If you're a regular listener of GDP 156 00:10:24.950 --> 00:10:28.960 growth, you know that I'm one of the co hosts of the show but you may not know 157 00:10:28.960 --> 00:10:32.850 that. I also head up the sales team here is sweet fish. So for those of you 158 00:10:32.850 --> 00:10:37.050 in sales or sales ops, I wanted to take a second to share something that's made 159 00:10:37.050 --> 00:10:41.630 us insanely more efficient lately our team has been using lead I. Q. For the 160 00:10:41.630 --> 00:10:46.040 past few months and what used to take us four hours gathering contact data 161 00:10:46.050 --> 00:10:51.580 now takes us only one where 75% more efficient were able to move faster with 162 00:10:51.580 --> 00:10:56.350 outbound prospecting and organizing our campaigns is so much easier than before. 163 00:10:56.540 --> 00:11:00.600 I highly suggest you guys check out lead I. Q. As well. You can check them 164 00:11:00.600 --> 00:11:08.180 out at lead I. Q dot com. That's L E A D Q dot com. All right, let's get back 165 00:11:08.180 --> 00:11:14.830 to the show. So the next part after that is just sending a thank you email 166 00:11:14.840 --> 00:11:18.280 just following up with them quickly with a quick email saying, hey, just 167 00:11:18.280 --> 00:11:20.950 wanted to mention again, thank you so much for joining me. I really love what 168 00:11:20.950 --> 00:11:26.280 you had to say about X again, we'll reach out to you when the episode goes 169 00:11:26.280 --> 00:11:30.380 live, bam. Another touch point again. It's all about increasing touchpoints, 170 00:11:30.380 --> 00:11:35.130 right? Building trust. And then of course the second thank you around when 171 00:11:35.130 --> 00:11:39.180 the episode actually goes live and of course if you above and beyond you have 172 00:11:39.180 --> 00:11:42.100 some assets to make it easy for them to share with their face on it. Right, 173 00:11:42.110 --> 00:11:46.130 Because they're the star of the episode and making it easy and that's how we do 174 00:11:46.130 --> 00:11:52.310 engagement in this whole A. B. M podcasting model. Right? So we've done 175 00:11:52.310 --> 00:11:55.970 all our work and engaging them and I promise if you only do that, I don't 176 00:11:55.970 --> 00:12:00.230 even move on to the activate stage. You will build relationships faster and 177 00:12:00.230 --> 00:12:04.350 with more ideal buyers than you could imagine. And of course this could 178 00:12:04.350 --> 00:12:07.560 either fit into what you're already doing with account based marketing. If 179 00:12:07.560 --> 00:12:10.860 you have all this fancy stuff with terminus or demand based or success 180 00:12:10.860 --> 00:12:14.440 going on and you know, you're got the one too many wonder if you, if you just 181 00:12:14.440 --> 00:12:18.270 mix this into that, it'll work fantastic or you could do this solo and 182 00:12:18.270 --> 00:12:22.990 it will work just as well. Okay, so let's move on to the third step of 183 00:12:22.990 --> 00:12:27.060 account based marketing, which is to activate and this is a question we get 184 00:12:27.060 --> 00:12:30.240 from our own customers all the time. Like okay, like great. We had the 185 00:12:30.240 --> 00:12:34.520 interview, we made them look awesome. We thank the multiple times we with the 186 00:12:34.530 --> 00:12:38.630 episode went live like when do we get to sell to them? Right? And that 187 00:12:38.630 --> 00:12:41.690 becomes the hard part because you're like, well I don't want to like just 188 00:12:41.690 --> 00:12:44.850 finish the interview will be like, okay, so are you in the market for this? 189 00:12:44.860 --> 00:12:47.340 Right? It's gonna feel like a bait and switch and you don't want them to feel 190 00:12:47.340 --> 00:12:51.240 like that and truly like we want to be a good human, decent humans, right? And 191 00:12:51.240 --> 00:12:54.860 even if you don't have any sales conversations, chances are they're 192 00:12:54.860 --> 00:12:57.630 going to find out what you do. You probably have some ads in the podcast 193 00:12:57.630 --> 00:13:01.100 about yourself. They're going to ask about it. Even if you do nothing. A lot 194 00:13:01.100 --> 00:13:04.720 of these people will turn into customers, but we still want to have a 195 00:13:04.720 --> 00:13:09.710 strategy for activating them. We still want to have a specific best route you 196 00:13:09.710 --> 00:13:14.470 can go or best path you can take in order to get the right people into your 197 00:13:14.470 --> 00:13:18.170 sales pipeline if they're ready. So here's what we do a sweet fish media in 198 00:13:18.170 --> 00:13:23.490 order to activate um guests into customers. First step is actually takes 199 00:13:23.490 --> 00:13:27.190 place in the interview itself and you have to qualify the guest during the 200 00:13:27.190 --> 00:13:30.800 interview process. You can actually do it live in the interview or just in the 201 00:13:30.800 --> 00:13:35.260 post interview. Um and I actually like to ask a multiple questions, some of 202 00:13:35.260 --> 00:13:40.400 which are good for me to know for just market research, but some of them are 203 00:13:40.400 --> 00:13:44.010 actually buying indicators right? And we all have those questions that we can 204 00:13:44.010 --> 00:13:49.060 ask that like the answer to those from our customers or our deal customers 205 00:13:49.640 --> 00:13:53.730 will indicate to us that there in the market for what we're selling for me. I 206 00:13:53.730 --> 00:13:56.330 like to ask people like what they're doing at A B. M. Because again, 207 00:13:56.330 --> 00:13:59.540 podcasting, the way we do podcasting is so good for a B. M. Or what they're 208 00:13:59.540 --> 00:14:03.380 going on in their content marketing, right? If there if for example, they're 209 00:14:03.380 --> 00:14:06.680 not into blogging and they're not doing a B. M. The chances are they probably 210 00:14:06.680 --> 00:14:10.610 don't want to buy a podcasting services like what sweet fish offers, right? So 211 00:14:10.610 --> 00:14:14.390 you can sneak in a few questions into the episode, even make them rapid fire 212 00:14:14.390 --> 00:14:18.060 questions all your guests answer. And that creates good content because some 213 00:14:18.060 --> 00:14:22.100 of those questions might be things that appears want to know or you can do it 214 00:14:22.100 --> 00:14:25.100 in the post interview if the content isn't as good enough for the interview 215 00:14:25.110 --> 00:14:27.920 and you can just do like, hey, you just tell them, hey, we like to do some 216 00:14:27.920 --> 00:14:30.380 market research after every single podcast. Trust me, they're going to say 217 00:14:30.380 --> 00:14:33.700 yes and be like, I'm just gonna ask you some rapid fire questions. Just give me 218 00:14:33.710 --> 00:14:37.690 a short response. So we could do this research and then, but you have to 219 00:14:37.690 --> 00:14:41.520 actually use it for research just to say to qualify them and not do research. 220 00:14:41.520 --> 00:14:44.740 And it actually is a great way to do first hand research which is another 221 00:14:44.740 --> 00:14:47.900 episode for another time though. I think we've covered it before um 222 00:14:47.900 --> 00:14:51.730 podcast is a great way to do original research with all your guests. But I 223 00:14:51.730 --> 00:14:54.580 still sneak in a few qualifying questions just to see if they're in the 224 00:14:54.580 --> 00:14:58.190 market. If I find out they're qualified and it kind of fits into three 225 00:14:58.200 --> 00:15:02.330 categories from there. Right? If they answer the questions and I'm like, oh 226 00:15:02.330 --> 00:15:06.160 yeah, they're in the market, they're a good fit. Now there's, I have a 227 00:15:06.170 --> 00:15:10.030 greatest segment for those guys. I have a segment for future fit people that 228 00:15:10.030 --> 00:15:12.630 I'm like, they might be interested someday. They're probably not going to 229 00:15:12.630 --> 00:15:16.110 be interested in the next a couple of months though. That's fine. I put them 230 00:15:16.110 --> 00:15:19.290 in a future fit segment and then there's some people, this is kind of 231 00:15:19.290 --> 00:15:23.440 rare if you've done a good job in creating the account list but there's 232 00:15:23.440 --> 00:15:25.980 always going to be a few people just based on the interview and then the 233 00:15:25.980 --> 00:15:28.580 base the way they answer the questions you're like, yeah, this is a no go 234 00:15:28.580 --> 00:15:30.790 there. They're never going to be interested or maybe we don't even want 235 00:15:30.790 --> 00:15:34.090 to work with this person like this. This was not a fun interview. We want 236 00:15:34.090 --> 00:15:37.770 to stay far away from people like this. You know what those, those people are, 237 00:15:37.780 --> 00:15:41.300 what those things are for you. Like what kind of accounts you want to stay 238 00:15:41.300 --> 00:15:46.900 far away from is just as important. Today's episode is sponsored by 239 00:15:46.900 --> 00:15:51.790 linkedin. Did you know over 62 million decision makers are on linkedin. It's 240 00:15:51.790 --> 00:15:56.300 the reason why I and a ton of other B two B marketers spend hours marketing 241 00:15:56.300 --> 00:16:00.420 on linkedin every week. In fact, recently I just pulled a report that 242 00:16:00.420 --> 00:16:04.830 informed our team had sweet fish that Lincoln had produced three times the 243 00:16:04.830 --> 00:16:09.050 amount of new customers in the last 90 days. Then the next lead source three 244 00:16:09.050 --> 00:16:14.460 times guys, it was a lot. There is not a better platform to research your key 245 00:16:14.460 --> 00:16:18.350 accounts, Find the exact people you want to connect with and actually 246 00:16:18.350 --> 00:16:23.840 engage them in a variety of meaningful ways. Do business where business is 247 00:16:23.840 --> 00:16:28.720 done. Get a $100 advertising credit toward your first Lincoln campaign 248 00:16:28.730 --> 00:16:36.150 visit linkedin dot com slash GDP growth linkedin dot com slash BtB growth terms 249 00:16:36.150 --> 00:16:41.110 and conditions apply so you have that third segment and this is what I do 250 00:16:41.110 --> 00:16:44.520 with each of the segments, depending on which one they fall into, based on how 251 00:16:44.520 --> 00:16:48.310 they answer the questions in the interview. First is the for the people 252 00:16:48.310 --> 00:16:52.940 that fit and I feel like are in the market, I pushed them to a value driven 253 00:16:52.940 --> 00:16:57.210 consultation. So maybe like a week after we pushed the episode live and 254 00:16:57.210 --> 00:17:01.350 thank them for that, I'll follow up with, I like to send a bomb bomb video 255 00:17:01.350 --> 00:17:06.730 in the email and says, hey, I noticed you mentioned such and such and such 256 00:17:06.730 --> 00:17:09.480 and such during our interview based on these two questions and I wanted to 257 00:17:09.480 --> 00:17:12.319 give some ideas to that. I thought this might be helpful to you and then give 258 00:17:12.319 --> 00:17:16.010 my best advice and content, which usually is to start a podcast because 259 00:17:16.010 --> 00:17:19.619 of this and this and this, they said, and then I just shoot them over the 260 00:17:19.619 --> 00:17:23.030 email and be like, hey, if you'd like to talk about it more, uh schedule time 261 00:17:23.030 --> 00:17:27.290 with me in the link below, you know, so that becomes consultative selling and 262 00:17:27.290 --> 00:17:32.000 that's a way to get them onto the sales path. So that works out well for us. 263 00:17:32.010 --> 00:17:35.170 There's different ways to do it. Like a friend of mine is a Children's book 264 00:17:35.170 --> 00:17:39.980 author and sells people on and to me, you know, to me, he's been on the show, 265 00:17:39.980 --> 00:17:44.000 he sells people on creating a Children's book for themselves or he 266 00:17:44.000 --> 00:17:47.960 sells those services. So he has people that want to leave a legacy 267 00:17:47.960 --> 00:17:51.970 entrepreneurs usually and asked them like, hey, if you were to ever write a 268 00:17:51.970 --> 00:17:54.370 kid's book, what would it be about? It would be about that. And then he 269 00:17:54.370 --> 00:17:57.550 follows up a couple of weeks later with the cover art for that exact book and 270 00:17:57.550 --> 00:18:01.030 then moves on to a sales conversation about whether they'd like to work with 271 00:18:01.030 --> 00:18:04.750 them to make that book of reality. Right? So that's like his way of doing 272 00:18:04.750 --> 00:18:08.720 it. Although I think offering a consultation, offering advice and then 273 00:18:08.720 --> 00:18:12.510 a consultation is probably the one that fits with most people listening to this 274 00:18:12.520 --> 00:18:16.580 show right now. So that's the people that fit the second segment is future 275 00:18:16.580 --> 00:18:20.070 fit, right, what do you do with the people? You know, aren't ready to buy 276 00:18:20.070 --> 00:18:24.010 now, but probably will be someday. I like to put them in the queue for a 277 00:18:24.010 --> 00:18:27.870 second collaboration. And in fact, I think the second best collaboration you 278 00:18:27.870 --> 00:18:33.330 can do with them after you've had them as a guest on the podcast, is to do a 279 00:18:33.340 --> 00:18:36.730 blog roundup. You know, it's very tried and true way to get a lot of people to 280 00:18:36.730 --> 00:18:40.930 speak into one piece of content. You can take your last 10 or 15 guests and 281 00:18:40.930 --> 00:18:44.880 have them all contribute to 11 blog asked them all. The one question, get 282 00:18:44.880 --> 00:18:49.450 them all back on zoom because again, Facetime Matters and then have them all 283 00:18:49.450 --> 00:18:52.380 make the contribution, have your blog writers take all their answers and put 284 00:18:52.380 --> 00:18:55.650 it into the blog post with their name on it and then put them all together, 285 00:18:55.650 --> 00:18:59.520 publish it, tell them all about it. Not only is this just good content because 286 00:18:59.520 --> 00:19:01.670 they're all going to share it, some people might link to it because now 287 00:19:01.670 --> 00:19:05.630 it's good, valuable thought, leadership, peace having them all together. Um, but 288 00:19:05.630 --> 00:19:09.690 you've just increased, you've given them more exposure. You've made them 289 00:19:09.700 --> 00:19:14.020 feel like a rock star twice now. So it's just a great way for you to 290 00:19:14.020 --> 00:19:17.840 continue to build that relationship with them. So that's what I like to do 291 00:19:17.840 --> 00:19:21.300 with the future fit is just continue building the relationship and the blog 292 00:19:21.300 --> 00:19:25.130 post, The roundup blog post is probably the second best thing you can do though. 293 00:19:25.130 --> 00:19:28.880 There's many, many more, somebody who does this really well is narrative 294 00:19:28.880 --> 00:19:33.110 science. Um, the guys who are coming up with interesting reports, so you don't 295 00:19:33.110 --> 00:19:37.250 have to look at dashboards all the day. They have collapsed all the time, 296 00:19:37.250 --> 00:19:41.070 whether it's webinars or e books or blog post, they're great at getting 297 00:19:41.070 --> 00:19:44.470 their prospective buyers to do collab with them all the time. And they do 298 00:19:44.470 --> 00:19:47.520 podcasting too. And I know it's working for them. The last step is for the 299 00:19:47.520 --> 00:19:51.920 people that do not fit and for those, those are easy, you finish the episode 300 00:19:51.920 --> 00:19:54.580 recording, you think them, you let them know when the episode goes live and you 301 00:19:54.580 --> 00:19:57.280 just, you just never follow up with them again. You just close them down on 302 00:19:57.280 --> 00:20:01.560 the account list marketing, your Excel sheet or your crm as a not a good fit 303 00:20:01.570 --> 00:20:06.050 and then you let that account die and that's okay. So for the last step in 304 00:20:06.540 --> 00:20:12.170 the team model is measure, right? And this is Pretty straightforward since 305 00:20:12.180 --> 00:20:15.600 you're doing this on a 1-1 basis, unless you're a daily show like GDP 306 00:20:15.600 --> 00:20:18.730 growth, you're not doing this with a ton of accounts you're doing this is 307 00:20:18.730 --> 00:20:21.980 probably a small handful of accounts. Ones that are the most valuable to you 308 00:20:21.980 --> 00:20:26.290 are ones you are most excited to build a relationship with. So you have those 309 00:20:26.300 --> 00:20:29.550 and then there's a few things that I like to measure is the target list 310 00:20:29.550 --> 00:20:33.790 conversion rates. So we like to measure from every stage of like they're on the 311 00:20:33.790 --> 00:20:37.680 list too. Did they get scheduled to an interview? Did they show up to the 312 00:20:37.680 --> 00:20:42.370 interview? Did they from the interview? Did they get put in one of the three 313 00:20:42.370 --> 00:20:46.050 buckets? Right. I measure the conversion rates from each point. Right. 314 00:20:46.060 --> 00:20:48.960 I like to measure from the whole a countless that we're doing with our 315 00:20:48.960 --> 00:20:53.410 podcast. What is it contributing to our pipeline? What percentage of pipeline 316 00:20:53.420 --> 00:20:57.600 is this A B. M strategy contributing right now and then of course, what is 317 00:20:57.600 --> 00:21:02.510 the total amount of revenue being generated from the podcast TBM because 318 00:21:02.510 --> 00:21:06.420 it's our primary way of doing business. It's always gone really well for us. 319 00:21:06.430 --> 00:21:09.090 We're actually now just starting to offset it with things like linkedin 320 00:21:09.090 --> 00:21:12.900 marketing and other avenues for our podcast and other other channels were 321 00:21:12.900 --> 00:21:16.710 activating now. But this has been a primary driver for our company, this is 322 00:21:16.710 --> 00:21:20.410 our main thing, this is our gig, this is our, our main way of doing business 323 00:21:20.410 --> 00:21:23.740 and helping our customers do business. So naturally it would be the biggest 324 00:21:23.740 --> 00:21:29.030 driver for our revenue and that's it, that is the full team model and how to 325 00:21:29.030 --> 00:21:33.820 utilize a podcast for your account based marketing strategy from targeting, 326 00:21:33.820 --> 00:21:37.960 engaging, activating and measuring. And I'll tell you what it is a heck of a 327 00:21:37.960 --> 00:21:42.690 lot more fun to go and meet everybody face to face as a marketer, it's way 328 00:21:42.690 --> 00:21:46.400 more fun to record the episodes and meet them all. But it's also more 329 00:21:46.400 --> 00:21:50.580 insightful because I get to hear our customers talk about what they're 330 00:21:50.580 --> 00:21:53.680 passionate about. I feel like I'm getting informed and just kind of 331 00:21:53.680 --> 00:21:56.460 informing my own intuition as a marketer all the time because I'm 332 00:21:56.460 --> 00:22:00.130 constantly having conversations with the customers on the podcast as well as 333 00:22:00.130 --> 00:22:02.730 like linkedin and all those kinds of things. But it's the one on one 334 00:22:02.730 --> 00:22:06.160 conversations that are the most insightful to me, especially with the 335 00:22:06.170 --> 00:22:12.420 original research. So if you are interested in this please tell me about 336 00:22:12.420 --> 00:22:16.090 it. Find me on linkedin and even if you don't become a sweet fish customer? 337 00:22:16.090 --> 00:22:20.240 Like find me on linkedin at linkedin dot com slash I N slash digital 338 00:22:20.250 --> 00:22:24.560 marketing dan. And I will ask to answer any questions you have about this 339 00:22:24.560 --> 00:22:29.090 process that there's anything you want to know. I would try to do my best to 340 00:22:29.090 --> 00:22:33.260 shoot you as many like bom bom or loom videos on linkedin to help you 341 00:22:33.260 --> 00:22:37.550 understand the strategy because I think it is the one of the best marketing 342 00:22:37.550 --> 00:22:41.350 strategies I've ever come in contact with. And I've tried lots of different 343 00:22:41.350 --> 00:22:44.520 channels, lots of different strategies and techniques for utilizing all these, 344 00:22:44.530 --> 00:22:47.700 all these things. And this is why I work here at Sweet fish Media when I 345 00:22:47.710 --> 00:22:51.310 discovered this model was like, I have to get into this full time working with 346 00:22:51.310 --> 00:22:56.410 it and it has been the ride of a lifetime. It is so much fun and so much 347 00:22:56.420 --> 00:23:00.850 and so impactful for the business as well as even my own personal brand here. 348 00:23:00.850 --> 00:23:04.620 I'm sitting here talking to you now that I promise you will not regret 349 00:23:04.630 --> 00:23:09.860 implementing a podcast to meet with your ideal customers. So find me on 350 00:23:09.860 --> 00:23:13.090 linkedin. If you want to see what it's like to work with Sweet fish Media, 351 00:23:13.090 --> 00:23:17.850 then set up a meeting with us, go to sweet fish media dot com and just click 352 00:23:17.850 --> 00:23:21.860 the schedule a call button or link that's all over the web site so you 353 00:23:21.860 --> 00:23:26.140 can't miss it and set up a time with us and we can talk about it. We can see if 354 00:23:26.140 --> 00:23:30.590 we are a good fit for each other and we will be the first to tell you if you 355 00:23:30.590 --> 00:23:34.030 were not a good fit and we would be happy to recommend you to a competitor, 356 00:23:34.040 --> 00:23:38.530 whether it's down market or up market. Um, if you want really, really high end 357 00:23:38.530 --> 00:23:41.940 podcast production or if you want to try to figure out how to get by with 358 00:23:41.940 --> 00:23:45.880 just your in house team, you know, talk to us anyway, we will point you in the 359 00:23:45.880 --> 00:23:48.700 right direction or just come find me on linkedin and I will help you 360 00:23:48.710 --> 00:23:53.210 troubleshoot any little piece. Whether it's what microphone should I buy or 361 00:23:53.220 --> 00:23:56.830 what do you say to customers to get them on your podcast or what about in 362 00:23:56.830 --> 00:24:00.520 this situation with this type of customer? Would you still recommend 363 00:24:00.520 --> 00:24:03.440 using a podcast? If so, how would you do it? Those are the kinds of questions 364 00:24:03.440 --> 00:24:06.760 I answer on linkedin all the time. Shoot me A PM come by me. 365 00:24:09.140 --> 00:24:09.480 Yeah. 366 00:24:11.940 --> 00:24:16.860 Okay. Is your buyer at BdP marketer? If so you should think about sponsoring 367 00:24:16.860 --> 00:24:21.160 this podcast. BdB growth gets downloaded over 130,000 times each 368 00:24:21.160 --> 00:24:24.700 month. And our listeners are marketing decision makers. If it sounds 369 00:24:24.700 --> 00:24:28.460 interesting, send Logan and email Logan at sweet fish media dot com
