Transcript
WEBVTT
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Mhm.
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Yeah.
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Hey everybody Logan with sweet fish
here first of all, whether you are a
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regular subscriber of GDP growth or new
to the show. Thank you so much for
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hitting play on this episode, a little
bit about what to expect. Over the next
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several weeks, we're going to be
replaying some of our best episodes
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from a deep dive we did earlier this
year, all about a B. M. Or account
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based marketing. If you are new to be,
to be or you're trying to get your A. B.
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M. Efforts off the ground or really
gain some traction in what you've
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started to do with a B. M. Within your
organization. You are going to love
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these episodes. So over the next
several weeks, expect to see two
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episodes a week here in your B two B
growth feed and they will all be
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focused around a B. M. From our account
based marketing. Deep dive. All right,
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let's get into the episode.
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Yeah,
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welcome back to BBB growth. I'm dan
Sanchez with sweet fish media And today
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we are continuing the journey into
account based marketing though with 18
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episodes in. I feel like we've talked
about everything there is the talk
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about account based marketing and still
more and more nuances, more and more
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ways to target and engage and activate
an account is coming up and it's been
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fascinating to learn from all the
thought leaders that practitioners and
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the resources that I've been reviewing
here on the show. One thing I want to
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take a break from in the learning
process is to actually promote a
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methodology. we've been pioneering here
at sweet fish media and if you've been
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listening to the show for a long time,
you kind of know how it goes. James
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wrote the book called content based
networking. Not content marketing, but
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content based networking. And really
this book is a fantastic outline of not
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how to do content marketing, but how to
do account based marketing. It is an
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account based marketing playbook. Even
though it sounds like content marketing,
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when you hear content based networking,
it's more on the networking than it is
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on the content because really it is a 1
to 1 account based marketing type play.
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And it is the biggest thing that's
driven the revenue for sweet fish media
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and we've driven $3 million in revenue
just on this strategy alone. And that's
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what I wanted to share with you in this
podcast episode was how you can use a
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podcast like we do in order to drive
revenue for your account based
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marketing initiatives going on. So
here's a few reasons why you would want
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to use a podcast to do it and why it
works so well. For starters using a
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podcast to test the A. B. M. Strategy,
even if you're not implementing A B. M.
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Currently is a fantastic way to start
one, you're already doing it for
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content marketing and it's easy to come
up with a list of super small 5, 10 key
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accounts in order to invite on your
podcast as a guest in order to build
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that 11 type of engagement. It's a very
A Bm thing to do. And it works
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remarkably well, hardly anybody says no
to being on a podcast and you might be
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listening to be like well dan if the
only reason why you're having them on
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the podcast is because you want to
because there are potential customer
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and they might buy from you someday.
That's kind of it's kind of misleading
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dan. If that's you right now and you're
thinking that then let me tell you,
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even as a customer even before I worked
for a sweet fish and somebody asked me
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to be on their podcast and I knew they
wanted to sell to me. It still worked.
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I still wanted to be on their podcast.
You know, at that time I was like, I
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don't know if we're going to buy from
them or not, Maybe we do, but I still
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wanted to be on their podcast. It still
adds value. Even if they know that's
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the game you're playing. So To that I
just say like go ahead and ask him, yes,
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there might be like 101 and 200 who say,
Hey that's disingenuous. I can't
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believe you invited me so far. I
haven't experienced that. I've not
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experienced a single person. Even
though we talk about it all the time. I
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have not experienced a single person
giving me pushback on inviting them to
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be on a podcast. Even though they fit R.
I. C. P. Because we always make it
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about them. We always talk about how
they're winning and we always try to
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pull the best insights out of them for
their peers right? So it works.
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The other thing that works so well is
that even though you're using this
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primarily as an account based marketing
strategy mainly to build one on one
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engagement. It also produces amazing
content. Like it actually you can this
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is the only place I know of where you
can do an equal amount of content
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marketing and A B. M. With the same
amount of time and I don't know about
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you but I'm busy so I need to be able
to double dip my time. And this is a
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great way to double dip the effort. So
how do you do it? Here's our exact
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playbook and what we're currently
implementing and getting better and
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better at. And I'm sure after this
series I'll have a whole better
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playbook on it. But I wanted to give
you a sneak peek at what we're doing
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with podcasting in order to drive our
own account based marketing engine. And
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I'm going to use Sand Graham's team
model in order to flush it out. So team
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is an acronym. It starts with Target
and then moves on to engage them to
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activate and to measure and I'm what
I'm going to use to drive the structure
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of this episode. So first with
targeting targeting accounts it is
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important if you're gonna do account
based marketing with your podcast for
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do just good account based marketing
and identify the right target accounts.
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And as you know from previous episodes
that goes down it could be as simple as
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you coming up with 10 to 100 different
accounts that are your ideal customer
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profile. Your I. C. P. Right? So you
can sit down with your sales team and
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be like what are the best customers?
And if you have multiple products and
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different Sales units and stuff you can
just kind of pick one to launch it off
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with and get started that way and come
down with some really strict criteria
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to who is the best. What kind of
companies would we love to do business
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with that we currently aren't doing
business with and we know they're not
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working with our competitors and even
if they are you might want to add them
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to the list. So come up with that list
and the second part is you need to find
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their contact information. You need a
way to reach out to them And from there
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it's not it's just not that hard. I
usually just use linkedin right? And
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you can do this with an excel sheet.
Even if you have your whole contact
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list you can use your crm that would
probably be better. But it doesn't have
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to be that complicated. You could
literally come up with an excel sheet
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and just logged them all log 10 an
excel sheet. If this is your first time
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and just have a few columns for the
different parts that I'm going to
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outline to you in the next step, which
is engaged. So we just covered target,
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the next part of the team model is
engaged. Even if you have your list,
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you got to move to engage at some point,
right? You, they have to know about you
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and the way we get in front of people
just by inviting them onto the podcast.
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So there's a few different steps to
that. There is guest outreach. So you
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have your contact information already.
So it's actually reaching out to them
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in their contact information could just
be their linkedin profile. You can just
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shoot them a message. That's what I do.
Um, some people do our very successful
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using twitter DM So if you know they're
active on twitter, if not then finding
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their email and there's multiple places
you can go and buy their their work
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email from or you can just kind of
figure out what their email is based on
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their company's domain name and you
know, it's first off last or first
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initial last or if it's a small company
than just first name, right? We all
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kind of know how company emails work
and then shooting them a message.
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Usually a really simple message. No
more than 3 to 4 sentences, something
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the lines along the lines of high first
name, so that you were doing this cool
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stuff that I noticed for X, y, z. Corp
would love to talk to you about it on
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our podcast interested. Of course, it
always helps if you can customize it a
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little bit, if you've known them, if
you know who they are and you've seen
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them do some cool stuff, tell them
about it, they're going to be more
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likely to reply if you mentioned
something that you've noticed on their
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profile or that they've posted about
recently, especially if it leads to
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what you would like to interview them
about and they're on the, on the
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podcast itself. I've had people reach
out to me before and say like, hey, I
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noticed you're killing in A B and C,
would you like to talk about one of
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those on our podcast? And I'm like,
yeah, I love talking about be, let's
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talk about that. Um so there's a couple
of different ways to do it, but keeping
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it simple is key. Keeping it simple and
short and quick to the point After the
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reply, then you have to move onto the
second step. So that was the first step
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is guest outreach. 2nd step is
scheduling and that's as simple as just
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shooting the Mcallen, li link, I love
cal only just makes everything simpler
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and it doesn't have to be calendar,
could be whatever appointment
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scheduling tool you use actually use
hubspot now but cal only works great
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just to get it on your calendar and
then you have to do a pre interview and
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I recommend a pre interview while you
could. I sometimes I do my interviews
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and pre interviews all in one meeting.
If you're doing account based marketing
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to the fullest extent that it can be
done in podcast and you definitely want
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to do a pre interview because it's more
face time. Like if you get to meet with
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them twice, then that's just more time
to get to spend together. That's more
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trust that's more time to share how
things are going. Like even I did an
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interview today. I just jumped off an
interview actually with Amber bogey and
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she was, we were just catching up from
the last time we had talked only a
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couple of days ago from our pre
interview. Right. And so that more face
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time means you can build more
relationship with your guests a. K. A.
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Your ideal buyer. So that's the third
step. The fourth step is having the
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interview after you have the pre
interview and you kind of walk through
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all the steps and things that you're
going to talk about in your interview.
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You have the actual interview and the
interview split up into three different
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parts. There's the pre interview before
you start recording where you kind of
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brief them. Like, hey remember this is
what we're going to talk about. This is
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what we discussed in the pre interview
is the points. Hopefully you've had
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some time to meditate on the question,
is there any questions you have for me
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know? Okay I'm gonna push, I'm gonna
push record and here's what you can
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expect and then you push record and you
move on to the second part of the
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interview which is the interview itself
and then you stop recording and have
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the post interview right? Which is just
kind of wrapping things up, answering
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any last questions saying thank you
multiple times, you know and ultimately
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making them feel like a rock star for
sharing and giving their expertise on
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your podcast right? Because again this
is about building relationship more
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than it is about creating good content
that hopefully you're creating both.
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Hey everybody Logan was sweet fish here.
If you're a regular listener of GDP
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growth, you know that I'm one of the co
hosts of the show but you may not know
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that. I also head up the sales team
here is sweet fish. So for those of you
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in sales or sales ops, I wanted to take
a second to share something that's made
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us insanely more efficient lately our
team has been using lead I. Q. For the
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past few months and what used to take
us four hours gathering contact data
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now takes us only one where 75% more
efficient were able to move faster with
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outbound prospecting and organizing our
campaigns is so much easier than before.
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I highly suggest you guys check out
lead I. Q. As well. You can check them
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out at lead I. Q dot com. That's L E A
D Q dot com. All right, let's get back
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to the show. So the next part after
that is just sending a thank you email
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just following up with them quickly
with a quick email saying, hey, just
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wanted to mention again, thank you so
much for joining me. I really love what
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you had to say about X again, we'll
reach out to you when the episode goes
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live, bam. Another touch point again.
It's all about increasing touchpoints,
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right? Building trust. And then of
course the second thank you around when
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the episode actually goes live and of
course if you above and beyond you have
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some assets to make it easy for them to
share with their face on it. Right,
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Because they're the star of the episode
and making it easy and that's how we do
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engagement in this whole A. B. M
podcasting model. Right? So we've done
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all our work and engaging them and I
promise if you only do that, I don't
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even move on to the activate stage. You
will build relationships faster and
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with more ideal buyers than you could
imagine. And of course this could
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either fit into what you're already
doing with account based marketing. If
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you have all this fancy stuff with
terminus or demand based or success
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going on and you know, you're got the
one too many wonder if you, if you just
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mix this into that, it'll work
fantastic or you could do this solo and
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it will work just as well. Okay, so
let's move on to the third step of
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account based marketing, which is to
activate and this is a question we get
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from our own customers all the time.
Like okay, like great. We had the
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interview, we made them look awesome.
We thank the multiple times we with the
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episode went live like when do we get
to sell to them? Right? And that
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becomes the hard part because you're
like, well I don't want to like just
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finish the interview will be like, okay,
so are you in the market for this?
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Right? It's gonna feel like a bait and
switch and you don't want them to feel
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like that and truly like we want to be
a good human, decent humans, right? And
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even if you don't have any sales
conversations, chances are they're
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going to find out what you do. You
probably have some ads in the podcast
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about yourself. They're going to ask
about it. Even if you do nothing. A lot
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of these people will turn into
customers, but we still want to have a
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strategy for activating them. We still
want to have a specific best route you
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can go or best path you can take in
order to get the right people into your
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sales pipeline if they're ready. So
here's what we do a sweet fish media in
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order to activate um guests into
customers. First step is actually takes
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place in the interview itself and you
have to qualify the guest during the
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interview process. You can actually do
it live in the interview or just in the
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post interview. Um and I actually like
to ask a multiple questions, some of
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which are good for me to know for just
market research, but some of them are
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actually buying indicators right? And
we all have those questions that we can
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ask that like the answer to those from
our customers or our deal customers
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will indicate to us that there in the
market for what we're selling for me. I
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like to ask people like what they're
doing at A B. M. Because again,
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podcasting, the way we do podcasting is
so good for a B. M. Or what they're
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going on in their content marketing,
right? If there if for example, they're
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not into blogging and they're not doing
a B. M. The chances are they probably
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don't want to buy a podcasting services
like what sweet fish offers, right? So
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you can sneak in a few questions into
the episode, even make them rapid fire
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questions all your guests answer. And
that creates good content because some
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of those questions might be things that
appears want to know or you can do it
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in the post interview if the content
isn't as good enough for the interview
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and you can just do like, hey, you just
tell them, hey, we like to do some
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market research after every single
podcast. Trust me, they're going to say
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yes and be like, I'm just gonna ask you
some rapid fire questions. Just give me
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a short response. So we could do this
research and then, but you have to
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actually use it for research just to
say to qualify them and not do research.
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And it actually is a great way to do
first hand research which is another
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episode for another time though. I
think we've covered it before um
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podcast is a great way to do original
research with all your guests. But I
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still sneak in a few qualifying
questions just to see if they're in the
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market. If I find out they're qualified
and it kind of fits into three
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categories from there. Right? If they
answer the questions and I'm like, oh
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yeah, they're in the market, they're a
good fit. Now there's, I have a
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greatest segment for those guys. I have
a segment for future fit people that
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I'm like, they might be interested
someday. They're probably not going to
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be interested in the next a couple of
months though. That's fine. I put them
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in a future fit segment and then
there's some people, this is kind of
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rare if you've done a good job in
creating the account list but there's
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always going to be a few people just
based on the interview and then the
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base the way they answer the questions
you're like, yeah, this is a no go
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there. They're never going to be
interested or maybe we don't even want
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to work with this person like this.
This was not a fun interview. We want
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to stay far away from people like this.
You know what those, those people are,
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what those things are for you. Like
what kind of accounts you want to stay
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far away from is just as important.
Today's episode is sponsored by
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00:15:46.900 --> 00:15:51.790
linkedin. Did you know over 62 million
decision makers are on linkedin. It's
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the reason why I and a ton of other B
two B marketers spend hours marketing
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on linkedin every week. In fact,
recently I just pulled a report that
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informed our team had sweet fish that
Lincoln had produced three times the
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amount of new customers in the last 90
days. Then the next lead source three
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times guys, it was a lot. There is not
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visit linkedin dot com slash GDP growth
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and conditions apply so you have that
third segment and this is what I do
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00:16:41.110 --> 00:16:44.520
with each of the segments, depending on
which one they fall into, based on how
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they answer the questions in the
interview. First is the for the people
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that fit and I feel like are in the
market, I pushed them to a value driven
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consultation. So maybe like a week
after we pushed the episode live and
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thank them for that, I'll follow up
with, I like to send a bomb bomb video
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in the email and says, hey, I noticed
you mentioned such and such and such
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and such during our interview based on
these two questions and I wanted to
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give some ideas to that. I thought this
might be helpful to you and then give
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my best advice and content, which
usually is to start a podcast because
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of this and this and this, they said,
and then I just shoot them over the
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email and be like, hey, if you'd like
to talk about it more, uh schedule time
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with me in the link below, you know, so
that becomes consultative selling and
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that's a way to get them onto the sales
path. So that works out well for us.
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There's different ways to do it. Like a
friend of mine is a Children's book
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author and sells people on and to me,
you know, to me, he's been on the show,
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he sells people on creating a
Children's book for themselves or he
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sells those services. So he has people
that want to leave a legacy
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entrepreneurs usually and asked them
like, hey, if you were to ever write a
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kid's book, what would it be about? It
would be about that. And then he
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follows up a couple of weeks later with
the cover art for that exact book and
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then moves on to a sales conversation
about whether they'd like to work with
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them to make that book of reality.
Right? So that's like his way of doing
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it. Although I think offering a
consultation, offering advice and then
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a consultation is probably the one that
fits with most people listening to this
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show right now. So that's the people
that fit the second segment is future
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fit, right, what do you do with the
people? You know, aren't ready to buy
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now, but probably will be someday. I
like to put them in the queue for a
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second collaboration. And in fact, I
think the second best collaboration you
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can do with them after you've had them
as a guest on the podcast, is to do a
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blog roundup. You know, it's very tried
and true way to get a lot of people to
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speak into one piece of content. You
can take your last 10 or 15 guests and
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have them all contribute to 11 blog
asked them all. The one question, get
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them all back on zoom because again,
Facetime Matters and then have them all
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make the contribution, have your blog
writers take all their answers and put
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it into the blog post with their name
on it and then put them all together,
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publish it, tell them all about it. Not
only is this just good content because
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they're all going to share it, some
people might link to it because now
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it's good, valuable thought, leadership,
peace having them all together. Um, but
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you've just increased, you've given
them more exposure. You've made them
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feel like a rock star twice now. So
it's just a great way for you to
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continue to build that relationship
with them. So that's what I like to do
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with the future fit is just continue
building the relationship and the blog
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post, The roundup blog post is probably
the second best thing you can do though.
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There's many, many more, somebody who
does this really well is narrative
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science. Um, the guys who are coming up
with interesting reports, so you don't
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have to look at dashboards all the day.
They have collapsed all the time,
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whether it's webinars or e books or
blog post, they're great at getting
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their prospective buyers to do collab
with them all the time. And they do
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podcasting too. And I know it's working
for them. The last step is for the
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people that do not fit and for those,
those are easy, you finish the episode
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recording, you think them, you let them
know when the episode goes live and you
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just, you just never follow up with
them again. You just close them down on
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the account list marketing, your Excel
sheet or your crm as a not a good fit
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and then you let that account die and
that's okay. So for the last step in
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the team model is measure, right? And
this is Pretty straightforward since
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you're doing this on a 1-1 basis,
unless you're a daily show like GDP
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growth, you're not doing this with a
ton of accounts you're doing this is
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probably a small handful of accounts.
Ones that are the most valuable to you
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are ones you are most excited to build
a relationship with. So you have those
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and then there's a few things that I
like to measure is the target list
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conversion rates. So we like to measure
from every stage of like they're on the
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list too. Did they get scheduled to an
interview? Did they show up to the
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interview? Did they from the interview?
Did they get put in one of the three
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buckets? Right. I measure the
conversion rates from each point. Right.
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I like to measure from the whole a
countless that we're doing with our
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podcast. What is it contributing to our
pipeline? What percentage of pipeline
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is this A B. M strategy contributing
right now and then of course, what is
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the total amount of revenue being
generated from the podcast TBM because
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it's our primary way of doing business.
It's always gone really well for us.
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We're actually now just starting to
offset it with things like linkedin
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marketing and other avenues for our
podcast and other other channels were
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activating now. But this has been a
primary driver for our company, this is
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our main thing, this is our gig, this
is our, our main way of doing business
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and helping our customers do business.
So naturally it would be the biggest
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driver for our revenue and that's it,
that is the full team model and how to
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utilize a podcast for your account
based marketing strategy from targeting,
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engaging, activating and measuring. And
I'll tell you what it is a heck of a
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lot more fun to go and meet everybody
face to face as a marketer, it's way
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more fun to record the episodes and
meet them all. But it's also more
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insightful because I get to hear our
customers talk about what they're
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passionate about. I feel like I'm
getting informed and just kind of
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informing my own intuition as a
marketer all the time because I'm
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constantly having conversations with
the customers on the podcast as well as
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like linkedin and all those kinds of
things. But it's the one on one
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conversations that are the most
insightful to me, especially with the
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original research. So if you are
interested in this please tell me about
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it. Find me on linkedin and even if you
don't become a sweet fish customer?
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Like find me on linkedin at linkedin
dot com slash I N slash digital
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marketing dan. And I will ask to answer
any questions you have about this
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process that there's anything you want
to know. I would try to do my best to
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00:22:29.090 --> 00:22:33.260
shoot you as many like bom bom or loom
videos on linkedin to help you
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understand the strategy because I think
it is the one of the best marketing
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strategies I've ever come in contact
with. And I've tried lots of different
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channels, lots of different strategies
and techniques for utilizing all these,
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all these things. And this is why I
work here at Sweet fish Media when I
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discovered this model was like, I have
to get into this full time working with
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it and it has been the ride of a
lifetime. It is so much fun and so much
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and so impactful for the business as
well as even my own personal brand here.
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I'm sitting here talking to you now
that I promise you will not regret
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implementing a podcast to meet with
your ideal customers. So find me on
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linkedin. If you want to see what it's
like to work with Sweet fish Media,
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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
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00:23:17.850 --> 00:23:21.860
the schedule a call button or link
that's all over the web site so you
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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
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we are a good fit for each other and we
will be the first to tell you if you
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were not a good fit and we would be
happy to recommend you to a competitor,
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whether it's down market or up market.
Um, if you want really, really high end
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podcast production or if you want to
try to figure out how to get by with
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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
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right direction or just come find me on
linkedin and I will help you
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troubleshoot any little piece. Whether
it's what microphone should I buy or
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what do you say to customers to get
them on your podcast or what about in
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00:23:56.830 --> 00:24:00.520
this situation with this type of
customer? Would you still recommend
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00:24:00.520 --> 00:24:03.440
using a podcast? If so, how would you
do it? Those are the kinds of questions
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00:24:03.440 --> 00:24:06.760
I answer on linkedin all the time.
Shoot me A PM come by me.
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00:24:09.140 --> 00:24:09.480
Yeah.
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00:24:11.940 --> 00:24:16.860
Okay. Is your buyer at BdP marketer? If
so you should think about sponsoring
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00:24:16.860 --> 00:24:21.160
this podcast. BdB growth gets
downloaded over 130,000 times each
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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