Transcript
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Welcome back to BTB Growth. I'm Dan
Sanchez with Sweet Fish Media, and
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today we are continuing the journey
into account based marketing, though
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with 18 episodes in I Feel Like We've
Talked about everything, there is the
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talk about account based marketing and
still Mawr and more Nuances, Mawr and
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Mawr. Ways to target and engage and
activate a new account is coming up,
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and it's been fascinating to learn from
all the thought leaders that
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practitioners and the resource is that
I've been reviewing here on this show.
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One thing I want to take a break from
in the learning process is to actually
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promote a methodology we've been
pioneering here at sweet fish media,
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and if you've been listening to the
show for a long time, you kind of know
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how it goes. James wrote the book,
called Content Based Networking. Not
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content marketing, but content based
networking. And really, this book is a
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fantastic outline of not how to do
content marketing, but how to do
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account based marketing. It is an
account based marketing playbook, even
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though it sounds like content marketing.
When you hear content based networking,
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it's more on the networking than it is
on the content because really it is a 1
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to 1 account based marketing type play,
and it is the biggest thing that's
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driven the revenue for sweet fish media.
And we've driven $3 million in revenue
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just on this strategy alone. And that's
what I wanted to share with you in this
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podcast episode was how you can use a
podcast like we do in order to drive
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revenue for your account based
marketing initiatives going on. So
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here's a few reasons why you would want
to use a podcast to do it and why it
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works so well. For starters, using a
podcast to test the A B M strategy even
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if you're not implementing a B M
currently is a fantastic way to start
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one. You're already doing it for
content marketing, and it's easy to
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come up with a list of super small 5 10
key accounts in order to invite on your
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podcast as a guest in order to build
that one with one type of engagement.
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It's a very a b m thing to do, and it
works remarkably well. Hardly anybody
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says no to being on a podcast, and you
might be listening to be like. Well,
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Dan, if the only reason why you're
having them on the podcast is because
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you wanna because there are potential
customer and they might buy from you
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someday, that's kind of it's kind of
misleading. Damn if that's you right
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now and you're thinking that, Then let
me tell you, even as a customer, even
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before I worked for a sweet fish and
somebody asked me to be on their
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podcast and I knew they wanted to sell
to me, it still worked. I still wanted
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to be on their podcast. You know, at
that time I was like, I don't know if
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we're gonna buy from them or not. Maybe
we do. But I still wanted to be on
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their podcast. It still adds value,
even if they know that's the game
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you're playing. So, to that, I just say,
like, go ahead and ask him. Yes, there
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might be like one in 100 1 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 have
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not experienced a single person giving
me push back on, inviting them to be on
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a podcast even though they fit R I C P.
Because we always make it about them.
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We always talk about how they're
winning, and we always try to pull the
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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 get. This
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is the only place I know of where you
could do an equal amount of content
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marketing and a B M with the same
amount of time. I don't know about you,
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but I'm busy, so I need to be able to
double dip my time, and this is a great
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way to double dip the effort. So how do
you do it? Here's our exact playbook
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and what we're currently implementing
and getting better and better at, and
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I'm sure after the Siri's I'll have a
whole better playbook on it. But I
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wanted to give you a sneak peek at what
we're doing with podcasting in order to
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drive our own account based marketing
engine. And I'm gonna use Sand Graham's
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team model in order to flush it out. So
team is an acronym. It starts with
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Target and then moves on to engage them
to activate and to measure. And I'm so
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what? I'm gonna use toe drive the
structure of this episode. So first,
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with targeting targeting accounts, it
is important if you're going to do
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account based marketing with your
podcast for do just good account based
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marketing and identify the right target
accounts. And as you know, from
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previous episodes that goes down, it
could be a simple Is you coming up with
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10 to 100 different accounts that are
your ideal customer profile? Your i C p
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right. So you can sit down with your
sales team and be like, what are the
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best customers? And if you have
multiple products and different the
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sales units and stuff, you could just
kind of pick one tow, 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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Toe 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
in 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
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there it's not. It's just not that hard.
I usually just use LinkedIn, right, And
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you could 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 and
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 gonna outline
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to you in the next step, which is
engaged. So we just covered Target. The
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next part of the team model is engage.
Even if you have your list, you gotta
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move to engage at some point, right.
You they have to know about you and the
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way we get get in front of people just
by inviting them onto the podcast. So
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there's a few different steps to that.
There is guest outreach, so you have
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your contact information already, so
it's actually reaching out to them.
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You're in their contact information.
Could just be there, linked in profile.
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You could just shoot them a message.
That's what Ideo, um, some people do
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are very successful using Twitter DMC.
If you know they're active on Twitter,
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if not, then finding their email and
there's multiple places you could go
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and buy their their work email from
where you could just kind of figure out
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what their email is based on their
companies. Domain name. And you know
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it's first dot last or first initial
last, or if it's a small company that
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just first name right. We all kind of
know how company emails work and then
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shooting them a message, usually a
really simple message. No more than 3
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to 4 sentences, something the lines
along the lines of high first name, so
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that you were doing this cool stuff
that I noticed for X Y Z Corp would
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love to talk to you about it on our
podcast interested? Of course, it
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always helps if you can customize it a
little bit if you've known them. If you
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know who they are and you've seen them
do some cool stuff, tell them about it.
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They're gonna be more likely to reply
if you mentioned something that you've
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noticed on their profile or that
they've posted about recently,
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especially if it leads to what you
would like to interview them about. And
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there on the on the podcast itself.
I've had people reach out to me before
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and say like, Hey, I noticed you're
killing it in a B and C Would you like
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to talk about one of those on our
podcast? And I'm like, Yeah, I love
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talking about be Let's talk about that.
Eso There's a couple different ways to
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do it, but keeping it simple, Askey
keeping it simple and short and quick
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to the point after the reply. Then you
have to move on to the second step. So
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that was the first step is guest
outreach. Second step is scheduling,
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and that's a simple is just shooting
the McAllen Lee Link. I love Callin Lee.
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It just makes everything simpler and It
doesn't have to be callin They could be
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Whatever appointment scheduling tool
you use actually use Hub spot now. But
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callin Lee works great just to get it
on your calendar. And then you have to
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do a pre interview and I recommend a
pre interview while you could. I
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Sometimes I do my interviews and pre
interviews all in one meeting. If
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you're doing account based marketing to
the fullest extent that it can't be
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done in podcasting, you definitely want
to do a pre interview because it's more
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face time. Like if you get to meet with
them twice than that's just more time
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you get to spend together. That's more
trust that's more timeto share how
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things were going like even I did an
interview today. I just jumped off in
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interview, actually with Amber Bogey.
And she was We were just catching up
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from the last time we had talked only a
couple of days ago from our pre
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interview right, and so that more face
time means you can build more
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relationship with your guest, a k a.
Your ideal buyer s. Oh, that's the
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third step. The four step is having the
interview after you have the pre
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interview and you kind of walk through
all the steps and things that you're
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gonna talk about in your interview, you
have the actual interview and the
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interview split up into three different
parts. There's the pre interview before
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you start recording where you kind of
brief them like, Hey, remember, this is
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what we're gonna talk about This. What
we discussed in the pre interview is
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the points. Hopefully you've had some
time to meditate on the question. Is
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there any questions you have for me now?
Okay, I'm gonna push. I'm gonna push
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record. And here's what you can expect.
And then you push record and you move
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on to the second part of the interview,
which is the interview itself. And then
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you stop recording and have the post
interview, right? Which is just kind of
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wrapping things up, answering any last
questions, saying thank you multiple
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times, you know, and ultimately making
them feel like a rock star for sharing
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and giving their expertise on your
podcast. Right? Because again, this is
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about building relationships more than
it is about creating good content that
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hopefully you're creating both. So the
next part after that is just sending a
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thank you email just following up with
them quickly with a quick email saying,
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Hey, just wanted to mention again,
Thank you so much for joining me. I
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really love what you had to say about X
again. We'll reach out to you when the
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episode goes alive. Bam! Another touch
point again. It's all about increasing
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touchpoints, right building trust. And
then, of course, the second thank you
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around when the episode actually goes
live. And, of course, if you above and
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beyond you have some assets to make it
easy for them to share with their face
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on it, right, because they're the star
of the episode and making it easy. And
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that's how we do engagement in this
whole A B M podcasting model, right? So
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we've done all our work and engaging
them, and I promise, if you only do
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that and don't even move on to the
activate stage, you will build
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relationships faster and with more
ideal buyer's than you could imagine on.
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Of course, this could either fit into
what you're already doing with account
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based marketing. If you have all this
fancy stuff with Terminus or demand
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base or success going on. And, you know,
you're you've got the one too many
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Wonder if you if you just mix this into
that, it'll work. Fantastic. Or you
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could do this solo, and it will work.
Justus. Well, okay, so but let's move
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on to the third step of account based
marketing, which is toe activate. And
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this is a question we get from our own
customers all the time. Like Okay, Like,
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great. We had the interview. We made
them look awesome. We thank them
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multiple times we with the episode went
live. Like, when do we get to sell to
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them? Right. And that becomes the hard
part because you're like, Well, I don't
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wanna, like, just finished the
interview would be like, Okay, so are
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you in the market for this, right? It's
gonna feel like a bait and switch, and
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you don't want them to feel like that
And truly like, we wanna be good human,
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decent humans. Right? And even if you
don't have any sales conversations,
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chances are they're gonna find out what
you do. You probably have some ads in
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the podcast about yourself. They're
gonna ask about it even if you do
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nothing, a lot of these people will
turn into customers, but we still wanna
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have a strategy for activating them. We
still wanna have a specific best route
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you could go or best path you could
take in. Orderto get the right people
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into your sales pipeline if they're
ready. So here's what we do. A sweet
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fish media in orderto activate, Um,
guess into customers. First step is
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actually takes place in the interview
itself, and you have to qualify the
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guest during the interview process. You
can actually do it live in the
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interview where just in the Post
interview on I actually like to ask a
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multiple questions, some of which are
good for me to know for just market
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research. But some of them are actually
buying indicators, right? And we all
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have those questions that we can ask
that, like the answer to those from our
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customers or our deal, customers will
indicate to us that they're in the
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market for what we're selling for me. I
like to ask people like what they're
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doing in a B M because again,
podcasting, the way we do podcasting is
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so good for a B M or what they're going
on in their content marketing, right?
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If there If, for example, they're not
into blogging and they're not doing a B
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M, the chances are they probably don't
wanna buy a podcasting Services like
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what sweet fish offers, right? So you
could fit, sneak in a few questions
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into the episode, even make them rapid
fire questions. All your guests answer.
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And that creates good content because
some of those questions might be things
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there appears. Want to know? Um, or you
could do it in the Post interview. If
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the content isn't is good enough for
the interview. And you could just do
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like, hey, we you just tell them. Hey,
we like to do some market research
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after every single podcast. Trust me,
they're going to say yes and be like,
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I'm just gonna ask you some rapid fire
questions. Just give me a short
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response so we could do this research
and then But you have to actually use
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it for research just to say to qualify
them and not do research. And it
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actually is a great way to do firsthand
research, which is another episode for
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another time, so I think we've covered
it before. Podcast is a great way to do
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original research with all your guests.
But I still sneak in a few qualifying
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questions just to see if they're in the
market. If I find out they're qualified
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and it kind of fits into three
categories from there, right, if they
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answer the questions and I'm like, Oh,
yeah, they're in the market, they're a
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good fit. Now there's I have, ah,
create a segment for those guys. I have
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a segment for future fit people that
I'm like they might be interested
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someday. They're probably not gonna be
interested in the next couple months,
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though. That's fine. I put him in a
future fit segment. And then there's
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some people. This is kind of rare if
you've done a good job in creating the
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account list. But there's always gonna
be a few people just based on the
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interview and then the base. The way
they answer the questions, you're like,
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Yeah, this is a no go there. They're
never gonna be interested. Or maybe we
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don't even want to work with this
person like this. This was not a fun
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interview. We want to stay far away
from people like this. You know what
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those those people are, what those
things are for you like what kind of
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account do you want to stay far away
from is just a important. Today's
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episode is sponsored by Lincoln. Did
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conditions apply on so you have that
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third segment, and this is what I do
with each of the segments, depending on
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which one they fall into, based on how
they answer the questions in the
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interview. First is the for the people
that fit and I feel like are in the
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market. I pushed them to a value driven
consultation. So maybe, like a week
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after we pushed the episode live and
thank them for that I'll follow up with.
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I like to send a bomb bomb video in the
email and says, Hey, I noticed you
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mentioned such and such and such and
such during their interview based on
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these two questions, and I wanted to
give some ideas to that. I thought this
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might be helpful to you and then give
my best advice and content, which
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usually is to start a podcast because
of this and this and this, they said.
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And then I just shoot him over the
email and be like, Hey, if you'd like
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to talk about it more schedule time
with me in the link below, you know, So
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that becomes Consul Tate of selling,
and that's the way to get them onto the
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sales path. So that works out well for
us. There's different ways to do it
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like a friend of mine, is a Children's
book author and sells people on and to
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me, you know, to me he's been on the
show. He sells people on creating a
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Children's book for themselves, or he
sells those services. So he has people
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that want to leave a legacy.
Entrepreneurs usually, and asked them
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like, Hey, if you were to ever write a
kids book, what would it be about? It
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would be about that. And then he
follows up a couple of weeks later with
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the cover art for that exact book and
then moves on to a sales conversation
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about whether they'd like to work with
him to make that book of reality right.
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So that's like his way of doing it.
Although I think offering a
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consultation, offering advice and then
a consultation is probably the one that
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fits with most people listening to this
show right now. So that's the people
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that fit. The second segment is future
fit right? What do you do with the
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people you know aren't ready to buy now,
but probably will be someday? I like to
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put them in the queue for a second
collaboration and in fact, that. I
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think the second best collaboration you
could do with them after you've had
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them as a guest on the podcast is to do
Ah, blah ground up. You know, it's very
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tried and true way to get a lot of
people to speak in tow. One piece of
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content you could take your last 10 or
15 guests and have them all contribute
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to 11 blogged. Asked them all the one
question. Get them all back on Zoom
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because again facetime matters and then
have them all. Make the contribution.
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Have your blogged writers take all
their answers and put it into the block
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post with their name on it and then put
them all together. Publish it. Tell
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them all about it. Not only is this
just good content because they're all
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going to share it, some people might
link to it, cause now it's good,
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valuable thought, leadership peace,
having them altogether. But you've just
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increased. You've given them MAWR
exposure. You've made them feel like a
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rock star twice now, so it's just a
great way for you to continue to build
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that relationship with them. So that's
what I like to do with the future fit
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is just continue building the
relationship and the block post of the
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the roundup Block Post is probably the
second best thing you could 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 you're coming up
with. Interesting reports that so you
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don't have to look at dashboards all
the day. They have collapse all the
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time, whether it's webinars or e books
or block posts are 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. It's
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for the people that do not fit. And for
those those air easy, you finish the
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episode recording, you think them You
let them know when the episode goes
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live and you just you just never follow
up with them again. You just close them
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down on the account list market in your
Excel sheet or your CRM is that not a
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good fit? And then you let that account
die, and that's okay. So for the last
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step in the team model is measure right,
and this is pretty straightforward
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since you're doing this on a 1 to 1
basis. Unless you're a daily show like
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B two B growth, you're not doing this
with a ton of accounts you're doing.
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This is probably a small handful of
accounts. Ones that are the most
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valuable to you are ones you are most
excited to build a relationship with.
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So you have those. And then there's a
few things that I like to measure. Is
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the target list conversion rates? So we
like to measure from every stage of
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like, they're on the list, too? Did
they get scheduled to an interview? Did
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they show up to the interview? Did they
from the interview? Did they get put in
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one of the three buckets? Right? And I
measured the conversion rates from each
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point right? I like to measure from the
whole a countless that we're doing with
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our podcast. What is it contributing to
our pipeline? What percentage of
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pipeline is this? A B M strategy
contributing right now? And then, Of
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course, what is the total amount of
revenue being generated from the
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podcast? A. B M. Because it's our
primary way of doing business. It's
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always gone really well for us. We're
actually now just starting to offset it
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with things like linked in marketing
and other avenues for our podcast and
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other other channels were activating
now. But this has been a primary driver
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for our company because this is our
main thing. This is our gig. This is
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our our main way of doing business and
helping our customers do business. So
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naturally it would be the biggest
driver for our revenue. And that's it.
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That is the full team model. And how to
utilize a podcast for your account
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based marketing strategy from targeting,
engaging, activating and measuring. And
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I'll tell you what it is a heck of a
lot more fun to go and meet everybody
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face to face. As a marketer, it's way
more fun to record the episodes and
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meet them all. Um, but it's also more
insightful because I get to hear our
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customers talk about what they're
passionate about. I feel like I'm
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getting informed and just kind of
informing my own intuition as a market
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or all the time, because I'm constantly
having conversations with the customers
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on the podcast as well as like LinkedIn
and all those kinds of things, but it's
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the one on one conversations that are
the most insightful to me, especially
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with the original research. So if you
are interested in this, please tell me
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about it. Find me on LinkedIn. And even
if you don't become a sweet fish
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customer like find me on LinkedIn at
Lincoln dot com slash i n slash digital
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marketing Dan on I will ask to answer
any questions you have about this
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process. If there's anything you want
to know, I would try to do my best to
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00:20:44.410 --> 00:20:48.570
shoot you, as many like bomb bomber
Loom videos on LinkedIn to help you
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understand this strategy because I
think it is the one of the best
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marketing strategies I've ever come in
contact with. And I've tried lots of
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different channels, lots of different
strategies and techniques for utilizing
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all these all these things. And this is
why I work here in Swedish media when I
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discovered this model is like I have to
get into this full time working with it,
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and it has been the ride of a lifetime.
It is so much fun and so much and so
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impactful for the business as well as
even my own personal brand here. I'm
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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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00:21:28.420 --> 00:21:33.190
then set up a meeting with us. Go to
sweet Fish media dot com and just click
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00:21:33.190 --> 00:21:37.200
the schedule a call button or link
that's all over the Web site so you
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00:21:37.200 --> 00:21:41.300
can't miss it and set up a time with us
and we could talk about it. We can see
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if we are a good fit for each other,
and we will be the first to tell you if
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you are not a good fit, we would be
happy to recommend you to a competitors,
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whether it's downmarket 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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00:21:57.260 --> 00:22:01.110
just your in house team, don't know,
talk to us anyway. We will point you in
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00:22:01.110 --> 00:22:04.030
the right direction, or just come find
me on LinkedIn and I will help you
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00:22:04.040 --> 00:22:08.540
troubleshoot any little piece. Whether
it's what microphone should I buy, or
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00:22:08.550 --> 00:22:12.170
what do you say to customers to get
them on your podcast? Or what about in
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this situation with this type of
customer? Would you still recommend
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00:22:15.840 --> 00:22:18.770
using a podcast? If so, how would you
do it? Those are the kinds of questions
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I answer on LinkedIn all the time.
Shoot me a d m come by me
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00:22:24.040 --> 00:22:28.250
and sweet fish were on a mission to
create the most helpful content on the
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00:22:28.250 --> 00:22:32.810
Internet for every job, function and
industry on the planet. For the B two B
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00:22:32.810 --> 00:22:36.850
marketing industry, this show is how
we're executing on that mission. If you
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know a marketing leader, that would be
an awesome guest for this podcast.
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00:22:40.370 --> 00:22:43.900
Shoot me a text message. Don't call me
because I don't answer unknown numbers,
347
00:22:43.910 --> 00:22:50.630
but text me at 4074903328 Just shoot me.
Their name may be a link to their
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00:22:50.630 --> 00:22:54.460
linked in profile, and I'd love to
check him out to see if we can get them
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on the show. Thanks a lot