Transcript
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Welcome back to GDP growth. I'm Dan
Sanchez with sweet Fish Media, and
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today I'm joined again by Tiffany
Heiple, who is the sales manager at
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LinkedIn. We talked not long ago about
how to e don't know, manage imbalance,
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family life with work. And now I
haven't are back to talk about. Lincoln
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is offering a B M Solutions. As you
know, we're on a Siri's to dive deep
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into account based marketing. I've been
learning a lot as a guy coming from B
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to C. It's been very enlightening to me
to jump in to be to be learned about
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how this whole thing is evolved where
it's come from. I've talked to multiple
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vendors practitioners, but I'm excited
to talk to Tiffany today because
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Lincoln a smudges they advertise. It is
not usually the first vendor or
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solutions provider out there. When
people are talking about account based
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marketing, you usually hear about the
big software companies that are
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pioneering the category. But it was
thought to be fun to talkto linked in
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the social network and advertising
provider for many about what they offer
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and what we can use linked in for I
know we use that a lot ourselves, That
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sweet fish media, even just for the
free, like organic version. Just
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finding the key accounts and reaching
out to people. But I'm excited to talk
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today about what we possibly could be
doing in addition to that already. So,
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Tiffany, before we dive into, like, all
the things that linked Incan do, tell
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us a little bit about how you see a B m.
Sure. First of all, Dan, thanks for
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having me. I'm very excited to be here,
so I think of a B. M and I, as I was
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telling you earlier that I don't
believe that I should be able to
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explain anything unless I can explain
it. Simply don't explain it simply, I
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don't understand it. So to me, A B M is
ultimately what sales people have been
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doing forever. It is looking at your
book of business the way we salespeople
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dio looking at your book of business.
Determining which ones have the most
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opportunity are the lowest hanging
fruit. Which ones need a little more
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time? Which ones need some nurturing on
which ones air far off, prioritizing
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those and saying Great. I'm gonna
prospect into this one. I'm going to do
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a demo with this one. I'm going to put
this one into a drip campaign and that
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one I'll get to those guys in a bit.
And so to me that is ultimately what
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account based marketing is, except for
on the other end, where its sales you
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used to be like people. It's accounts.
And so to me, I have to humanize the
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accounts and say, Okay, what accounts
are ready for me right now? What
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accounts need a little bit of nurturing
and what accounts are a little bit ways
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away and probably just need a very high
level awareness and need to know I
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exist? So that, to me, is account based
marketing? I mean, that seems to be
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like the trend, like sales has been on
this train for a long time. B two B
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marketing is finally getting on as a B
to see God and even know this was a
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thing, because even my limited sales
experience selling to consumers, there
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are no accounts. You don't really know
who the people are until they've called
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in or walked into a store or you have
their contact information. Somehow you
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don't know who these people are. I
guess I guess the old school way is
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just to get the Yellow Pages and just
cold. Call the list. But you had no way
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of knowing anything about them other
than their name and phone number, right?
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Right. But I think what's interesting
is, and I did the same thing like I did
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sales to consumer. You still buck. It'd
those consumer buckets where you were
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like All right, My talk track for this
person who is Ah, Mom of Young to kids
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is going to be a different talk track
than this person who is the C. M. O of
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a company and is currently Super time
strapped and doesn't want the details
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and my talk track for it. So, like, we
actually did do it. And I think that's
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the jump I had to make in my head when
I started thinking about a B M
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marketing was, Oh, okay. So basically,
the way I used to treat people or
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prospects is the way we're now thinking
about accounts. And ultimately it's
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like we're just parting that whole
sales funnel that we used tohave and
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marketing is taking a piece of that now
and then handing it back to us when
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it's time to actually close. So I see
what you're saying there. But it sounds
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like you didn't mean that you are
customizing it or like personal izing.
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It does that make sense. It's kind of a
different shades there between the two.
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Totally So I think customized and
personalized, right? Like if I was
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targeting obviously health care with a
solution, I was going to pitch it
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differently, and I was going to
prospect differently than if I was
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targeting auto. And then once I met
those people and have that conversation
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with them, I was also going to
personalize it differently contingent
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on who those people were. So I think
that's interesting. You say that
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because I think the customizing pie is
the A B M piece right now, whereas the
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personalizing part, once they get in
the door, is still going to live with
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sales to figure out. Who is that human,
and how do I connect with them? Oh,
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unless you start a podcast and invite
them to be a guest on your show, then
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marketing could start entering the
personals section. That's what we Dio.
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So that's the one place I get to do it
as a marketer. Talk to guest. I love it.
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I know I'm I'm very impressed with
people who run podcast. People always
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say, like If you do podcast like I
don't know, man, like I love listening
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to all of them. I used to listen to a
lot of them, and I didn't realize how
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easy it was. It's just like having
people on zoom meetings, right? I mean,
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you and I are on a different device
other than Zoom, but it's very similar.
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Oh, yeah, I guess so. So with LinkedIn,
I always like to be released. The a lot
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of these conversations, I like to use
sand grams like four points account
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based marketing around targeting
accounts, engaging accounts, activating
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accounts of the measuring success. How
other than just me having access to
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information through my LinkedIn profile?
How can LinkedIn help me better target
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accounts? It's a really great question,
so we have to start with what is the
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data that Lincoln has? So I think where
London has a huge leg up for lack of
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better term is all of Lincoln's data is
first party it's not inferred, right?
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And so when you look at other social
platforms that are looking to do this,
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they may be many of them are inferring
your persona based on your search
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habits based on the content you consume,
etcetera. LinkedIn. I literally have
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your work history, your name, your
school, your office, your company, the
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size, the revenue. I have it all there
so that in itself, I feel like gives us
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a huge leg up because we have first
party data that we're not inferring to
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target on its massive. It's massive. I
mean most the other a bm platforms air
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literally relying on their ad networks
and pixels firing across the lot of
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sites. And so they know like, Oh, if
it's firing on article, that looks kind
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of like this and maybe the artificial
intelligence knows there, but it's
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still a lot of assumptions. The AI has
to dio versus Lincoln. Are we gonna be
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a little closer? Is they just have more
data? So how does that help me? Target
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accounts better on LinkedIn. So on
LinkedIn because now I was talking
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about the individual. But think on the
company level. We also have all of that
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first party data. So we have your
revenue size. We have your number of
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employees. We have your website linked.
We have. I'm actually going through
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this. Now we have your contact lists.
We have the employees who are linked to
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your company Page on Linked in. So as
far as accounts are concerned, we have
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all the first party data as well. Right
there. And so again, I'm not inferring
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on account. I literally have the
company that you want to talk, Thio.
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Yep. So I know a lot of us doing a B m
are trying toe identify what are the
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right account. So we still have to come
up with our ideal customer profile and,
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you know, probably come up with our
list of 100. Some people come up a
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bigger list of 1000. If you're gonna be
on 1000 then you usually need some
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fairly sophisticated software to help
you keep track of them. But let's say I
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have I have my list of 100 people. Like
what would be some of the next steps I
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would take with Lincoln? Is there like,
a way? I tell Lincoln these These are
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the people I'm targeting. So let me
just These are the guys I want. Yeah.
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So there actually is. Yes. So But let
me double click on that first, because
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I think you make a good point. So
depending on the size of your business,
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you're right. You can infer your own
account list and your own target. Um,
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but you can also use We have obviously
plug ins with all of the third party
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tools a married of them. So whether
you're using, like, von Bora or lattice
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or engage geo or six cents, that is
ultimately doing what you said so
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inferring based on data and search and
figuring out your accounts and then
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building that audience list for you,
whether that be 100 or whether that be
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1000 like you said. And so we do have
those plug ins, obviously, to make sure
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that we can work with whatever tools
you're working with. So once I have my
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list, like you said, what do I do? Cool.
You uploaded into Lincoln, so you
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upload your company list, and
ultimately, that's where you start
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setting out those targeting parameters
based on. Okay, So what do I do at this
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point? Who do I target? And that's
where I think the content strategy is
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obviously so important. Right? Because
all of those 100 accounts, Sure, we'd
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like to think they're all in the same
spot in your funnel, but they're not.
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Some of them are much more familiar
with your products. And some of them
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never heard of you before, right? So
the key accounts are all over the place,
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you know, maybe know exactly where
they're at. So what is linked to do?
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What is it like fill in the data sheet
for you with, like, some information on?
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I don't know how you would even
determine the parameters or where
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they're at in your funnel, but so we
actually have something. We have a
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report at Lincoln that allows you to
see what companies are engaging with
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your content and at one level so that
you can quantify Where are they? So
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that you can then start to So once
you've uploaded your audience list,
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Great. You start with your campaign,
you start to learn. And then actually
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you can look at this proprietary report
where we can see okay to your point.
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This person's actually further down the
funnel. This person is not, and it
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helps you segment. Where should they be?
Based in my account, based in my a B M
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strategy. Do you know how far they are
down the funnel based on the types of
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content you've designated down, like
farther down the funnel, like Imagine I
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put a a sale sheet down the on
collington and people and engage with
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that that would indicate that there,
further down the funnel right is a
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three year contract. I mean, totally,
it's not rocket science. Like you said,
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It's based on the type of content you
engage with, but then also the
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frequency in which you engage in it and
the frequency in which you actually
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connect and learn and click and all of
those things that will allow us to see.
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Okay, where are you? How interested are
you? So I'm sure Lincoln adds, plays a
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big role into this. How much does like
the organic side play into this? If I'm
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posting content regularly through
multiple profiles, do I get to see on
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that report if they're interacting with
me on on the organic cider? Just that
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paid ads side. So right now it's
predominantly. The paid side is where
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we get to see that. But I do believe
that eventually we will move to a side
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where there is a hybrid between organic
and paid. Right now it is predominantly
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paid is where you see this. It makes it
makes sense, so that kind of gets into
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how to engage accounts. So this is
where we can set up the reports. We
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could set up the target accounts and
linked in, but then to engage them,
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we're going to primarily use linked in
advertising, which works. Essentially,
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I like that. It kind of makes a way for
us to do to a large degree, account
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based marketing style advertising
without even having to go through
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someone like a terminus or whatever,
too use the ads. Now, of course, you're
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limited to just the one platform
instead of, ah, broader network. But
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I'm like, you know, sometimes keeping
it simpler is better and easier to dip
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your toe into it without making these
huge software commitments. So tell me,
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what does it look like to run run the
ads with this kind of methodology? Yeah.
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So, ultimately like you said. So if
you're using a third party and if you
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are a larger scale business and you're
using, like hub spot like roll works,
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whatever it is, then obviously you will
be looking at the engagement report
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across various channels to come up with
that answer. If you're just looking at
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LinkedIn to your point, you're going to
be able to see Okay, what kind of
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content are they engaging with? And
ideally, if you're working with someone
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at linked in there helping you a B test
through each stage so that you can
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start to see yes, what content is
driving more awareness? What content is
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driving mawr engagement? And then as
you start to learn that, hopefully you
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can continue to replicate the learnings
from those pieces of content contention
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in the level. And ideally, I mean in a
perfect world, get them to speed up and
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move them a little bit faster, right
through your funnel. That's always the
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pole. What I like about is you could
just get the right ads in front of the
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right people at the right time, right?
I don't know. I no longer have to just,
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you know, get people toe click on the E
book, fill out a form, download it you
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can actually measure whether you know X
Y Z Corp is interacting with your video,
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right? It doesn't have to be like the
whole eBook download, which I don't
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feel like people download it, and then
half don't even really read it most of
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the time, right? But that's kind of
been the entire B two B play.
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Especially still. A lot of people are
paying a lot of money to link in to run
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those. But I like that we can actually
run different types of content and
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still track to see if the right people
are engaging it well. And, like you
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said, like different formats, right
carousel video images, text, whatever
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it ISS. They all have their place,
obviously. And so I imagine it probably
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doesn't give you like the personal. It
probably doesn't give you names of the
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people engaging with it, right? Or does
it? It doesn't give, you know, so it
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won't give you and no and honestly,
because of the fact that Lincoln is so
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adamant and invested in our member
privacy, it's one of the things that's
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one of the tent poles of our, um right.
And so yeah, With all due respect, you
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don't want that either. But it will
give you the company, right? And so, as
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a sales person, then you have the
opportunity to go through and see what
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accounts came through, like what
accounts came through. And then,
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obviously, if you're using Navigator,
you could go through. And you can
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prospect those people in those key
accounts. That's cool. So you could see
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interaction by company, probably not by
department or roll type, but mainly is
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it just by company, by company rates?
Okay, and that's you go too much more
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granular would probably be infringing
on privacy. So e o give you an amount
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of like people who have interacted with
it like individuals within the company,
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or just say like this cos interacted
with it 50 times. So yeah, well,
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basically say like exactly this company
engaged with it a lot more than this
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company on. Then again, this vertical
engaged with it a lot more. This
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company engaged with this topic of your
content. So what I like about that, for
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example, is we all start our marketing
mix assuming we know who our customer
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is. We went out. We did our research.
We did our, you know, tests. And this
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is what we've decided. What's really
interesting, Especially when you look
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at B two B because there's this idea
that the final person like that guy
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that I don't know, let's use like,
legal right? The head of legal is the
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guy who signs off on this. Okay, great.
But is the head of legal really the
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person who's feeling the most pain on
that initiative? Whatever it ISS, right?
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No, absolutely not. It's probably
someone in like middle management. So
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that's the person who you want to see
got the ad and engaged with it. So what?
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I really like it, but that is where you
can start to see, like the kinds of
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content they're engaging with. So, for
example, if you had a solution like
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that and whereas before you only talk
to legal, let's say you put like a
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revenue slant on it like Oh, you don't
know you can't get these contracts
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through quick enough sales leader isn't
this challenging and you start to see,
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like, wow, a lot of that content being
engaged with, huh? Maybe I should have
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had revenue leaders into my target pool.
So I really like the I like the Lincoln
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reports for those those kind of nuances,
So I'm getting excited. Sounds like a
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lot of fun to be able to interact with
that report and kind of see which
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target account, sir are moving because
usually as an advertiser, especially
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coming from B to C, it's like you saw
activity. But you had no idea who was
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interacting with ads. Not until they
came to your site filled out that form
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unless you had some kind of like crazy
software that would steal their
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information without filling out a form.
I know that's out there, but you just
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you're just kind of playing in the dark,
but linked. It allows you to see a
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little bit more, especially because the
company level provides enough privacy
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but enough to give marketers a little
bit more room to play again. It allows
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you to me. It's a very good it's like
you said. It's a very good testing and
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learning ground, so you don't have to
go in with everything known up front.
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You can learn you can see you can pivot
and especially right now in the world
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were in, like the ability to be agile
is absolutely so important. It's
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interesting. It's almost like those
reports would actually be helpful for
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sales. To actually see see which,
essentially, what companies air
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engaging with what content would kind
of show you where they're at in their
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their buying journey. Right, so funny
you mentioned that. Then we actually do
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have another report that answers that
So I really I mean, obviously like
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having been in sales. And I've sat on
both sides much like you. But I think
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that report is I don't know, the
coolest report where you can actually
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see Okay, Well, what did I do? Where
are they? How far along are they? And
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then marketing could literally hand
those to sales and say, Hey, you know,
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Doug, this company that is in your book
of business, they're ready now. I know
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you've talked to them a year ago and
they said, Hold off, but they're ready
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now. Go ahead, go talk to them. That's
that's valuable information, especially
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for sales. Eso you talked about how
linked in this marketing set up can
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actually help you activate accounts.
And you said that there's a smooth
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handoff from marketing to sales. Tell
me a little bit more about that, so I
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mean the smooth handoff. I would love
to say it happens all digitally, but of
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course, that's where you do need
marketing and sales alignment right in
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the organization. First of all, you
have to align upfront on who we're
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going to target, period, right, because
marketing might have an idea. But then
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sales is like, Oh, but those aren't the
people who end up calling me right. So
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you have toe a line in the beginning on
who these audiences are that you are
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going to try to target. Then once that
handoff happens, ultimately it's
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marketing who's very likely looking at
this report. They're the ones who are
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gonna have to pull it and hand it over
to you and say, Okay, these are ready
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to go now, So there does have to be
that alignment, and that proper hand
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off is there, like insight from
marketing to see how well sales is
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following up with them. But maybe
that's probably in your own crm past
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that point. Yeah, that's in your own
CRM again. I can't work miracles, but I
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do like what you're saying, of course.
So that's kind of interesting. I've
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kind of gotten a full picture here. Is
there anything else that any other use
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cases that other people are using
linked in for with this this ecosystem?
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Well, I think the last one really like
we went through Target engaged.
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Activate. We didn't go through measure
yet. So the ability to see, ideally, if
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Lincoln is plugged into your CRM system,
the ability to then see how much did
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this a B M campaign generate revenue
wise, right? I mean, that's every sales
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and marketer's dream is being able Well,
certainly every marketer's dream being
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able to see. Okay, how do I plug into
this? And how do I see how much money I
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spent on this campaign? What it meant
for sales makes a lot of sense. I know
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hub spots able to do it. I imagine
Salesforce and all the other big ones
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they're able to do it to Hub Spot can
do it right. So right now I'm even
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thinking about my own ad campaigns and
thinking about how this could be
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plugged into what we're doing. That is
the kind of the dream to be able to
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track from first impression all the way
down to revenue. And it's only getting
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closer and closer. I remember thinking
about five years ago I'm like, Oh,
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someday. But it seems like that day is
like we're pretty close. Of course,
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attribution is always a hard thing to
measure, but we're getting pretty close
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to seeing how it interacts there. Yeah,
it's pretty. I don't know. It's an
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exciting time. And the more alignment.
I mean, we all know this right, Like
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the more alignment you could drive, the
better off you are. But like to
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actually like you said, be able to
really see it and say I'll be able to
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marketing, walk to sales and say, If
you could tell me, just tell me who you
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want. I can put them in this campaign
and I can get them to you. I promise.
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And I can save you time because you
won't have to send out the education
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materials. I conserve that to them. I
can make sure they see that. Wow, as a
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sales person, I'm like, That's amazing.
I get to save all this time on the flip
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side, sales, you're like, Oh, God, I
really wish I could get that account.
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That's why that's my golden dream. I
really want that one. Hey, marketing,
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can you put these guys in? Are they
even looking at our stuff? Are they
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even interested? Can you please target
them and see, Like to be able to have
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those insights on both sides of the
table? I think it's so valuable, So I'm
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even imagining how I'm going to use
this. But essentially, I think the
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thing that makes it different, the
thing that Facebook will probably never
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be able to dio or even AdWords there's
no way to actually upload a list of
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companies that you want to run ads to
and then be able to track the progress
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of those ads. It's impossible currently
with any other paper click platform out
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there. And remember that even if it
waas, even if they decide to do that at
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some point, it realistically has to be
inferred. Unless someone has updated
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their Facebook profile right. And with
all due respect, I'm pretty sure the
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last time I updated my profile might
have been eight years ago. I'm sure
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Google figure it out. What? The amount
of data having controlling chrome and
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all that kind of stuff, but totally
don't know. But they they currently
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don't they probably I don't know if
they think about it, but be interesting.
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I'm sure they're Google. They're
thinking about everything. Tiffany, If
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somebody wanted to learn more about and
get a demo of, like how this works and
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to see it with our own eyes, what would
be the best way toe either contact you
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or somebody at LinkedIn in order to
learn more about Lincoln's, A B and
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Solutions? Yeah, definitely. Call me.
Why not contact me on LinkedIn Tiffany
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High Poll on Lincoln. But send me a
message and I will do my best to find
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out who the right point person is for
you internally and get you connected to
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that person. Fantastic, definitely.
Thank you so much for joining me on
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another episode. It's been enlightening
to learn about Lincoln's A B M
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00:22:19.110 --> 00:22:22.750
solutions. Well, thank you so much for
having me. Damn, It has been a pleasure
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00:22:22.750 --> 00:22:23.550
to chat about It
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00:22:27.440 --> 00:22:31.390
is the decision maker for your product
or service? Abebe Marketer. Are you
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00:22:31.390 --> 00:22:35.570
looking to reach those buyers through
the medium of podcasting, consider
325
00:22:35.570 --> 00:22:40.540
becoming a co host of B two B growth.
This show is consistently ranked as a
326
00:22:40.540 --> 00:22:44.480
top 100 podcast in the marketing
category of Apple podcasts, and this
327
00:22:44.480 --> 00:22:50.050
show gets more than 130 1000 downloads
each month. We've already done the work
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00:22:50.060 --> 00:22:54.270
of building the audience so you can
focus on delivering incredible content
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00:22:54.280 --> 00:23:00.460
to our listeners if you're interested.
Email Logan at sweet fish media dot com.