June 22, 2022

Increase Your TAM and Warm a New Market, with Will Lyon

In this episode Benji talks to Will Lyon, Sr. Manager of Strategic Marketing and Industry Solutions at 6 Sense. 
Discussed in this episode: 
Increasing your TAM effectively with Data
Using data to discern resonance and inform strategy
How to warm a...

In this episode Benji talks to Will Lyon, Sr. Manager of Strategic Marketing and Industry Solutions at 6 Sense. 
Discussed in this episode: 
Increasing your TAM effectively with Data
Using data to discern resonance and inform strategy
How to warm a new market
Transcript
WEBVTT 1 00:00:08.160 --> 00:00:13.320 Conversations from the front lines of marketing. This is be to be growth. 2 00:00:17.280 --> 00:00:22.239 Today I am joined by Will Lyon. He's the senior manager a strategic marketing 3 00:00:22.280 --> 00:00:25.839 and industry solutions at six cents. Glad to have them on the show. 4 00:00:25.879 --> 00:00:30.480 Will welcome in. Hey, Benjy, really excited to beer. Yeah, 5 00:00:30.480 --> 00:00:35.039 it's fun to have you here and I know our audience knows sixth sense well. 6 00:00:35.079 --> 00:00:41.640 You come up in conversations and because we talked to so many tech companies 7 00:00:41.640 --> 00:00:46.039 and tech cells to tech you man. It's just gonna be fun to have 8 00:00:46.119 --> 00:00:51.719 this chat with you and really what we got into talking about offline was the 9 00:00:51.719 --> 00:00:55.880 fact that you've been helping branch six sens out and start to try to rock 10 00:00:55.920 --> 00:00:59.920 it in some other markets. So tell me a bit for you, will 11 00:01:00.000 --> 00:01:03.599 what you've been focused on in your role at six months. Yeah, absolutely. 12 00:01:03.640 --> 00:01:08.599 So my my role and my team is an absolute mouthful and what we 13 00:01:08.719 --> 00:01:14.079 focus on it is kind of go to market growth and non our industry. 14 00:01:14.079 --> 00:01:19.760 So anything that's kind of outside of high tech is our team's focus. So 15 00:01:19.920 --> 00:01:25.439 think kind of more lacquered industries like manufacturing and healthcare financial services, as well 16 00:01:25.480 --> 00:01:30.680 as even kind of new geographies that we don't necessarily have employees and like Agia 17 00:01:30.680 --> 00:01:34.840 Pacific. So that's kind of everything that falls under kind of our team's per 18 00:01:34.920 --> 00:01:41.359 view and it's a pretty applicable topic for to have like a team around this, 19 00:01:41.519 --> 00:01:45.560 and that's kind of why our team is kind of formed that its inception 20 00:01:45.640 --> 00:01:49.680 is to have kind of a go to market team that that's not necessarily driving. 21 00:01:49.680 --> 00:01:53.319 Were kind of the the rocket ship is headed and can constantly kind of 22 00:01:53.519 --> 00:02:00.000 surveying the field of new opportunities as they kind of arise. Yep, so 23 00:02:00.200 --> 00:02:04.799 as you've sought to increase the total addressable market, what do you think some 24 00:02:04.799 --> 00:02:07.599 of then you were like largest learning? What's the thing that maybe through a 25 00:02:07.639 --> 00:02:12.000 curveball at you initially that you're just like now aware of? Like, I'm 26 00:02:12.039 --> 00:02:16.840 sure there's been a lot of lessons learned through this process. Totally. I 27 00:02:16.840 --> 00:02:23.800 think that kind of not fighting off more than you can chew it is probably 28 00:02:23.039 --> 00:02:29.000 the biggest learning and and there's probably a time and place for through every company 29 00:02:29.039 --> 00:02:34.520 to look at how they can be expanding their their total addressable market, their 30 00:02:34.599 --> 00:02:39.000 audience and those new opportunities will exist for everything, whether that's kind of a 31 00:02:39.039 --> 00:02:43.639 new product you launch, an industry launch, which is kind of primarily we're 32 00:02:43.879 --> 00:02:49.439 focused on a geography or even like a new way to kind of market to 33 00:02:49.479 --> 00:02:53.719 a current audience. So I'd say like those kind of tidbits exist kind of 34 00:02:53.960 --> 00:02:58.080 any and everywhere, no matter kind of what company. It's easy to fight 35 00:02:58.159 --> 00:03:02.520 off a huge chunk and try to after entire segment, entire audience, and 36 00:03:02.719 --> 00:03:09.039 kind of rationalizing those kind of baby steps that call a walt run to actually 37 00:03:09.120 --> 00:03:15.639 kind of achieve success is really key, so that you kind of got overstep 38 00:03:15.639 --> 00:03:20.680 your bounds and can actually achieve something that's measurable and comes out as successful in 39 00:03:20.680 --> 00:03:25.680 man totally. So let's talk about your move into manufacturing specifically, and as 40 00:03:25.719 --> 00:03:30.759 you kind of sought to make that move, I would say the traditional step 41 00:03:30.879 --> 00:03:34.400 might be to bring in a consulting firm. Right, you are right. 42 00:03:34.439 --> 00:03:36.919 We have all this white space, we need a guide, we need a 43 00:03:36.960 --> 00:03:40.319 consultant. Not a bad thought, but actually you think this is kind of 44 00:03:40.360 --> 00:03:44.919 like the old way of thinking. Now tell me a little bit about what 45 00:03:44.960 --> 00:03:47.120 you would identify before we go to the new. Any of that. Like 46 00:03:47.199 --> 00:03:53.199 let's talk about what you believe the old way was. When you're moving into 47 00:03:53.199 --> 00:03:57.840 this white space, sure, and I'll preface this with six sense has some 48 00:03:57.919 --> 00:04:03.080 amazing kind of consulting partners that help you tactically kind of scale up your strategy 49 00:04:03.280 --> 00:04:08.960 and in consulting firms are needed in a lot of scenarios, whether it's kind 50 00:04:08.960 --> 00:04:12.319 of coming up with your marketing mix, your creative strategy, kind of whatever 51 00:04:12.360 --> 00:04:15.680 that that may be. In sixth sense has a ton of those partners in 52 00:04:15.719 --> 00:04:19.480 our network that have help our customers kind of leverage six sense to the best 53 00:04:19.519 --> 00:04:24.399 of their abilities. But kind of previously, kind of strategically, I think 54 00:04:24.439 --> 00:04:30.000 there's a new way that expanding into a new market, expand to new indust 55 00:04:30.040 --> 00:04:32.959 for you're expending your kind of product offering, can be done leveraging data, 56 00:04:33.040 --> 00:04:39.120 and that's exactly how kind of we have used sixth sense to do this previously. 57 00:04:39.639 --> 00:04:44.519 You'll kind of you could outsource this to a consulting company. They'll come 58 00:04:44.560 --> 00:04:47.800 in, they'll do some discovery, he'll give you a bunch of recommendations, 59 00:04:47.839 --> 00:04:51.560 but kind of the missing link there, that that that I've seen kind of 60 00:04:51.600 --> 00:04:56.920 firsthand, coming from a consulting company before this, is that live data is 61 00:04:56.959 --> 00:05:02.480 often missing. It's a lot of qualitative information that they're just going out and 62 00:05:02.519 --> 00:05:08.120 giving recommendations, but a huge part of that is that living, breathing data, 63 00:05:08.199 --> 00:05:12.759 that that's kind of hitting your eyes, computer eaching every day from customers, 64 00:05:12.759 --> 00:05:15.680 from prospects in the form of customer data, opportunity to website data, 65 00:05:15.759 --> 00:05:19.879 emails, you name it. There's evidence sources that just kind of is not 66 00:05:19.920 --> 00:05:26.040 even in that mix and into that kind of strategic recommendation. Yeah, I 67 00:05:26.160 --> 00:05:29.800 mean the the real time updates, right, because our world is moving so 68 00:05:29.959 --> 00:05:32.920 fast and the way you can pivot messaging, the way you can pivot how 69 00:05:32.920 --> 00:05:38.480 you do marketing if you're getting those real time insights is so important. I 70 00:05:38.519 --> 00:05:41.519 wonder, like you kind of touched on it there, but maybe drilled down 71 00:05:41.560 --> 00:05:45.399 a bit more. What would you say when you're going all right, like 72 00:05:45.399 --> 00:05:49.800 where is data ultimately just beneficial, and then also where is the third party 73 00:05:49.879 --> 00:05:55.000 bringing in that more beneficial? Like could you compare and contrast those a little 74 00:05:55.040 --> 00:05:59.279 bit more for us? Totally. Yeah, so I think in this is 75 00:05:59.319 --> 00:06:02.240 kind of like the up one of how we attacked kind of entering a new 76 00:06:02.279 --> 00:06:06.040 industry in this in this case manufacturing, is is kind of looking at all 77 00:06:06.040 --> 00:06:11.240 the data around you, and so six sense was great because it compiled all 78 00:06:11.279 --> 00:06:14.720 that first, second third party data for us into a single layer. But 79 00:06:14.800 --> 00:06:16.759 you don't necessarily, depending on kind of where you are and your journey. 80 00:06:16.759 --> 00:06:20.199 It helps to scale and it helps for ease. But even if you didn't 81 00:06:20.279 --> 00:06:25.720 have a revenue platform and accompany's marking platform like six cons, you can still 82 00:06:25.800 --> 00:06:30.399 kind of subs out of like a strategy on how to attack this via these 83 00:06:30.439 --> 00:06:34.160 like digital footprints. We call them almost like revenue moments there. They're kind 84 00:06:34.160 --> 00:06:39.759 of little things that the companies leave behind for you to pick up and come 85 00:06:39.839 --> 00:06:43.759 up with a thesis. So these things can exist for a company that doesn't 86 00:06:43.759 --> 00:06:47.160 have a technology platform that wants to try to kind of introduce strategy like an 87 00:06:47.160 --> 00:06:53.279 opportunity data. So going into your crm and looking at win loss records, 88 00:06:53.319 --> 00:06:57.720 like kind of what are key thematic events within those that could indicate that maybe 89 00:06:57.720 --> 00:07:02.120 a new industry and new geography, a new product offering two week existing audience 90 00:07:02.240 --> 00:07:06.040 could be a good play. So that's that's looking at kind of customer data. 91 00:07:06.120 --> 00:07:10.439 You could also kind of dive deeper there and look at contact data. 92 00:07:10.480 --> 00:07:14.240 So what type of personas and these are all things that we did to just 93 00:07:14.319 --> 00:07:17.079 kind of within six sense contact data, like are you targeting kind of the 94 00:07:17.120 --> 00:07:21.279 right personas within these opportunities, within these kind of audience layers that you're spitting 95 00:07:21.279 --> 00:07:27.360 out? There might be a new we we uncovered kind of new audiences and 96 00:07:27.399 --> 00:07:30.079 personas that we wanted to add to the next to kind of infiltrate that in 97 00:07:30.160 --> 00:07:33.560 multi threatning. To that that by and committee a little bit more. You 98 00:07:33.560 --> 00:07:36.879 could look at website data, emails, like all, there's a bunch of 99 00:07:36.959 --> 00:07:41.560 data sources that exist for you and I, no matter if we have a 100 00:07:41.560 --> 00:07:46.800 technology platform or not that captures this that technology platform. I think a key 101 00:07:46.839 --> 00:07:49.639 aspect is that third party layer, which is tough to capture. So those 102 00:07:49.680 --> 00:07:53.879 are all things that you and I could do without a success, without a 103 00:07:53.920 --> 00:07:58.800 Cowpas market platform. But that third party layers really powerful as well and it 104 00:07:58.839 --> 00:08:03.879 was really critical for influencing our strategy to see to d anonymize kind of WHO's 105 00:08:03.879 --> 00:08:07.920 sitting our website based on kind of our audience thesis and who we wanted to 106 00:08:07.000 --> 00:08:11.040 attack, then also see what they were searching for. So that comes in 107 00:08:11.079 --> 00:08:16.319 the form of that third party data. Think keywords on the wider web and 108 00:08:16.480 --> 00:08:20.319 of all of our trade, trade publication partnerships, what they're googling. We 109 00:08:20.399 --> 00:08:26.319 have hundreds of kind of custom keywords, we have hundreds of generic keywords that 110 00:08:26.360 --> 00:08:28.839 we're tracking at an overall level. Then if you think about kind of this 111 00:08:28.879 --> 00:08:33.279 audience thesis manufacturing, what do they care about compared to kind of that core 112 00:08:33.320 --> 00:08:37.240 ideal customer profile? How should we kind of frame up this kind of thesis 113 00:08:37.240 --> 00:08:41.480 differently compared to Howard attack in overall market, and that I think that third 114 00:08:41.519 --> 00:08:46.799 party did. It is probably the biggest missing link when it comes to kind 115 00:08:46.840 --> 00:08:50.200 of coming up with this thesis. Where then, the thesis is kind of 116 00:08:50.320 --> 00:08:54.240 jumping off point to start to kind of test it or and that that step 117 00:08:54.360 --> 00:08:58.639 one. Right. Yeah, that's a good, good breakdown. Right there. 118 00:08:58.720 --> 00:09:01.320 You kind of LID right into where I want to go for a second, 119 00:09:01.399 --> 00:09:05.879 which is how you begin to actually warm the market, because once you 120 00:09:05.960 --> 00:09:07.799 have the data, that's one side of it. Then you got to go, 121 00:09:07.879 --> 00:09:11.039 okay, this is what we read into this and this is what we 122 00:09:11.120 --> 00:09:15.240 create to begin to warm the market. Talk a little bit about that. 123 00:09:15.279 --> 00:09:18.639 And then how you started to iterate to find residents and what was working. 124 00:09:20.039 --> 00:09:26.120 Totally. Yeah, so for six sense we had a good amount of manufacturing 125 00:09:26.120 --> 00:09:31.000 customers are ready so enough to know that this investment was warranted. We just 126 00:09:31.080 --> 00:09:35.039 kind of wanted to widen up that that audience layer. There's almost a half 127 00:09:35.039 --> 00:09:39.240 a million kind of manufacturing companies within just the United States alone. So that's 128 00:09:39.279 --> 00:09:43.600 a huge audience. So we needed to kind of filter down this audience to 129 00:09:43.679 --> 00:09:48.639 even get to kind of talking about the channel plays that that matter. So 130 00:09:48.919 --> 00:09:54.840 we determine kind of this audience. We filtered down using again our own technology, 131 00:09:54.960 --> 00:10:01.039 on things like technology, like technographics, technology that cooperates well with six 132 00:10:01.080 --> 00:10:03.720 sense. We integrate with a wide variety of CRM's, a wide variety of 133 00:10:03.759 --> 00:10:09.200 maps. Manufacturing by and large, it's a digital laggered. So having that 134 00:10:09.240 --> 00:10:11.799 step up said, both our marketing team and our sales team upward success in 135 00:10:11.840 --> 00:10:16.679 the long run by filtering down these five hundred thousand manufacturers into a more bite 136 00:10:16.720 --> 00:10:20.759 size list, at least for This v one that we knew they a little 137 00:10:20.799 --> 00:10:26.279 bit like farther along their technology journey, their digitization journey, so we could 138 00:10:26.320 --> 00:10:30.639 sell them a little bit easier. They'd be more receptive tout of the messaging 139 00:10:30.679 --> 00:10:33.919 that we would test. We then kind of figured out. So we create 140 00:10:33.960 --> 00:10:39.399 that audience, figure out those roles again through kind of opportunity data discovery, 141 00:10:39.399 --> 00:10:41.600 interviews with sales reps, with our CSMS, to figure out kind of the 142 00:10:41.679 --> 00:10:45.320 roles that matter, and then we kind of looked at the channel play. 143 00:10:45.399 --> 00:10:48.879 So that's, I think, where we wanted to go here and for us 144 00:10:48.919 --> 00:10:54.159 we took a pretty lightweight to approach at first and kind of low cost investment 145 00:10:54.240 --> 00:10:58.159 using display auts. I think that's a great way to kind of Gage, 146 00:10:58.720 --> 00:11:05.559 gage a new audience sit without spending too much money. In that onset, 147 00:11:05.840 --> 00:11:11.120 you can benchmark kind of your display ads versus how they're performing. That's kind 148 00:11:11.120 --> 00:11:13.720 of that core audience, to see if it's if it's hitting kind of on 149 00:11:13.919 --> 00:11:18.440 part, if it's blowing out of the water or if it's drastically kind of 150 00:11:18.440 --> 00:11:20.200 missing the mark, and you can do that in a super reasonable fashion. 151 00:11:20.240 --> 00:11:24.639 That's kind of exactly what we did and we saw that the audience which relates 152 00:11:24.799 --> 00:11:28.840 receptive. We're engaging them, we're reaching them, and then you can later 153 00:11:28.919 --> 00:11:35.600 on kind of more kind of more costly kind of channels like a Webin are 154 00:11:35.720 --> 00:11:39.399 like Linkedin, ads in and also some of these kind of other channels that 155 00:11:39.440 --> 00:11:43.039 we can eventually get to our more time intensive. Like your team is only 156 00:11:43.080 --> 00:11:48.159 so big. For me it is myself and like arms and legs of kind 157 00:11:48.159 --> 00:11:50.759 of the rest of the marketing team. So you got to be strategic and 158 00:11:50.840 --> 00:11:54.879 kind of what you're spending your time on. Like it can take hours, 159 00:11:54.000 --> 00:11:58.720 hours, days and day to spend up a Webinar and if the audience isn't 160 00:11:58.759 --> 00:12:01.159 receptive engage, you can't reach them. Like what's the point? At what 161 00:12:01.240 --> 00:12:05.159 point did you jump into something like a Webinar? I'd love to know that. 162 00:12:05.240 --> 00:12:07.960 Just bunny trail in here for a second. Yeah, yeah, yeah, 163 00:12:09.000 --> 00:12:11.679 so we started kind of our journey with lead, with ads. So 164 00:12:11.799 --> 00:12:18.720 display we a be tested I think three or four different versions of display that 165 00:12:18.759 --> 00:12:22.799 influence kind of our messaging for Linkedin, which again is a higher spend more 166 00:12:22.919 --> 00:12:26.679 targeted form. So again we're kind of maximizing or spend to this new industry 167 00:12:26.720 --> 00:12:30.720 for Linkedin. That's kind of warming the market. We're starting to reach, 168 00:12:30.759 --> 00:12:35.320 we're starting to engage. Then we started to do some kind of nurture, 169 00:12:35.440 --> 00:12:37.919 so starting to educate, taking their interests. We knew that they, this 170 00:12:37.960 --> 00:12:43.120 new kind of audience, was aware of six sense or the concept of what 171 00:12:43.159 --> 00:12:46.519 we do. This revenue technology, Account Base Marketing and we started to activate 172 00:12:46.600 --> 00:12:52.799 channels like bed our nurtures, peer to peer nurtures, things that started to 173 00:12:52.960 --> 00:13:00.360 educate them further keep their interest. And then lastly, and again that's relatively 174 00:13:00.399 --> 00:13:05.279 low lift in terms of time, you can reach a large audience and then, 175 00:13:05.360 --> 00:13:07.480 once you kind of can collect all that data, again, we were 176 00:13:07.559 --> 00:13:11.080 viewing all this lie within six sense and kind of the journey at this segment 177 00:13:11.159 --> 00:13:16.759 kind of as if progressed from from reach to eventually close one. Then we 178 00:13:16.759 --> 00:13:20.000 can layer in kind of those more time intensive things like a Webinarre. So 179 00:13:20.279 --> 00:13:24.759 that kind of occurred more at the end. We were informed on kind of 180 00:13:24.799 --> 00:13:28.919 what they were engaging with, what kind of emails they're open and what could 181 00:13:28.919 --> 00:13:33.120 have add. He resoning at weren't resonating, and then that can inform and 182 00:13:33.240 --> 00:13:37.559 of our talk, track the WHO, the one and the time and of 183 00:13:37.679 --> 00:13:41.039 kind of that more time intensive Webin are and it proved pretty successful overall. 184 00:13:41.080 --> 00:13:43.480 I love that and I always tell people to like, once you're at the 185 00:13:43.519 --> 00:13:48.799 point where your past like display at some of those initial low bar things, 186 00:13:48.879 --> 00:13:50.759 if you're going to take the time to put on a Webinar just this is 187 00:13:50.799 --> 00:13:56.639 my content marketing brain that like make that that content something that then can live 188 00:13:56.720 --> 00:14:01.960 on and maybe you then use the video as targeted add when linkedin. Like 189 00:14:01.039 --> 00:14:05.039 there's so much that can come on at a point where you're ready for more 190 00:14:05.080 --> 00:14:07.480 buying, and a lot of us are thinking that way already. But for 191 00:14:07.559 --> 00:14:11.240 those that may not live in content marketing world, what a great way, 192 00:14:11.240 --> 00:14:15.600 once you have that amount of time and you're ready for a bigger ask, 193 00:14:15.720 --> 00:14:18.080 like use that to its fullest extent. There's a lot that you can do 194 00:14:18.480 --> 00:14:22.440 once you're ready for but I love that in steps and how you broke that 195 00:14:22.440 --> 00:14:24.879 down will there's a lot, a lot there. One thing I wanted to 196 00:14:24.960 --> 00:14:28.480 hit on here because you're so data heavy and you're in your brain. I 197 00:14:28.519 --> 00:14:31.080 know we're in a time where a lot of the bigger companies, the Google's 198 00:14:31.480 --> 00:14:35.600 and the apples of the world, are crack in the whip. I would 199 00:14:35.600 --> 00:14:39.799 say a little bit on data. We got some bigger questions on what that's 200 00:14:39.799 --> 00:14:43.519 going to look like going forward. So what's your take on that? It 201 00:14:43.600 --> 00:14:46.080 does it change our approach at all? What do you think the future of 202 00:14:46.440 --> 00:14:52.960 data looks like? As companies are starting to to reframe some things yeah, 203 00:14:54.000 --> 00:14:56.639 no, and that's a great question, something that we definitely think about it 204 00:14:56.639 --> 00:15:01.480 and talk about often. Whether our customers at sixth sense kind of realistically, 205 00:15:01.519 --> 00:15:05.240 it won't affect be to be as much, in my opinion, as it 206 00:15:05.279 --> 00:15:11.720 would. It will affect kind of be to see the crackdown and cookies and 207 00:15:11.799 --> 00:15:15.480 all that. It is much more kind of at the individual, that the 208 00:15:15.480 --> 00:15:20.919 personal identification level, and less so at kind of the overall account level, 209 00:15:20.039 --> 00:15:26.240 and that's kind of where we play the I also think that kind of the 210 00:15:26.279 --> 00:15:30.480 restrictions that will kind of crack down, whether it's eliminating cookies or more severe, 211 00:15:30.519 --> 00:15:33.879 it's going to affect kind of everyone. It's not going to be like 212 00:15:33.120 --> 00:15:39.320 one company will be affected more so than the other. So the playing field. 213 00:15:39.879 --> 00:15:45.159 Playing field will be leveled. It might change kind of how effective some 214 00:15:45.200 --> 00:15:48.039 solutions are over others, but everyone still will have there still will be a 215 00:15:48.120 --> 00:15:52.440 peak in a best best in class kind of tech platform to do exactly what 216 00:15:52.799 --> 00:15:56.559 you're trying to do, whether it's kind of anonymizing a website or or sending 217 00:15:56.559 --> 00:16:00.000 out kind of audience based adds, whatever that is. There's going to still 218 00:16:00.000 --> 00:16:04.399 be a best in class and what we've found that, like just customers cannot 219 00:16:04.399 --> 00:16:08.840 do without kind of a these types of platforms that allowed to personalize, to 220 00:16:08.879 --> 00:16:12.399 send it, as to measure, as scale like. That's that's never going 221 00:16:12.440 --> 00:16:17.279 to go away. Yep, and you had mentioned a stat that's stuck with 222 00:16:17.320 --> 00:16:19.759 me and I wrote it in my notes here, because it's seventy percent of 223 00:16:19.759 --> 00:16:22.519 the buying journey now and be to be is done in what, and you 224 00:16:22.559 --> 00:16:25.799 guys kind of coined this. I hear it a lot now. It's a 225 00:16:25.879 --> 00:16:27.840 dark funnel and we talked about that on B to be growth from time to 226 00:16:27.919 --> 00:16:32.200 time. And this is like a real, real deal. So when you're 227 00:16:32.279 --> 00:16:37.480 doubling down on trying to personalize, on trying to get as much information as 228 00:16:37.519 --> 00:16:41.080 you can so that you can make that buy your journey as smooth as possible, 229 00:16:41.159 --> 00:16:45.240 right like day to becomes like this holy grail in a sense of like 230 00:16:45.279 --> 00:16:47.960 we need to know as much as we can about our customers so that we 231 00:16:48.000 --> 00:16:49.840 can actually make this experience as great as possible, and that's where you see 232 00:16:49.879 --> 00:16:56.960 the gap in between best in class and the rest. Absolutely yeah, and 233 00:16:56.159 --> 00:17:03.519 kind of a side plug is we've been working alongside kind of Boston consulting group 234 00:17:03.559 --> 00:17:07.160 by on a study that they've are about to publish, no, probably be 235 00:17:07.240 --> 00:17:11.039 published by the time that this this comes out, on what they're coining the 236 00:17:11.160 --> 00:17:15.680 two trillion dollar opportunity, and it's a missed opportunity for kind of sales and 237 00:17:15.680 --> 00:17:23.119 revenue teams and a wholly kind of relates to kind of this dark funnel sales 238 00:17:23.119 --> 00:17:29.839 and revenue teams kind of working better together, inefficial, inefficient sales prospecting and 239 00:17:29.920 --> 00:17:34.400 efficient marketing efforts and holds to kind of revenue leakitch. And a lot of 240 00:17:34.440 --> 00:17:38.640 that I would kind of personally attribute to how we're targeting our audience, kind 241 00:17:38.640 --> 00:17:42.319 of capturing those kind of revenue moments, as we say, and then being 242 00:17:42.359 --> 00:17:45.559 able to action off them. As a marketer, as a sales up, 243 00:17:45.640 --> 00:17:49.640 as a BEDR and and whatever your role is. Having the insight to know 244 00:17:49.759 --> 00:17:55.400 kind of when someone is in market, what they care about and how to 245 00:17:55.480 --> 00:18:00.319 kind of communicate. Those are keys that not every company does. It's table 246 00:18:00.359 --> 00:18:03.640 stakes at the end of the day and is a huge reason why kind of 247 00:18:03.680 --> 00:18:07.359 auto consulting group is writing about this. This to trillion dollar kind of missed 248 00:18:07.400 --> 00:18:11.480 opportunity or opportunity to pending and kind of how you look at it. Well, 249 00:18:11.519 --> 00:18:15.400 we started this episode by talking about your kind of key learnings as you 250 00:18:15.440 --> 00:18:19.240 went into the white space. I want to end the episode by going okay, 251 00:18:19.319 --> 00:18:23.160 like let's take all that we've been talking about here around data and make 252 00:18:23.200 --> 00:18:27.319 it applicable beyond just maybe the text ac we have there. I know there's 253 00:18:27.319 --> 00:18:30.720 part of our audience that already uses six sense, but there's also going to 254 00:18:30.720 --> 00:18:33.279 be those that are going, okay, I'm not ready for that. So 255 00:18:33.319 --> 00:18:34.839 if we were just boiling it down and you were going there a little bit 256 00:18:34.839 --> 00:18:38.559 before, but I want us to like hyper practicalize this. Give you a 257 00:18:38.559 --> 00:18:44.559 moment to go. Here's the takeaway, here's what you should do leaving this 258 00:18:44.599 --> 00:18:47.799 episode. What would you tell us is like our step? What would you 259 00:18:47.839 --> 00:18:52.240 invite us to do leaving this conversation? Will Yeah, I think there's an 260 00:18:52.279 --> 00:18:57.119 opportunity for anyone, whether you're in a marketing or sales roll, to to 261 00:18:57.160 --> 00:19:02.440 just take a deeper or notation roll even, to take a deeper look at 262 00:19:02.480 --> 00:19:06.000 kind of your data and whatever data you have, a be alable everyone has 263 00:19:06.119 --> 00:19:11.200 that at their disposal, and see what opportunities kind of exists. Like we're 264 00:19:11.240 --> 00:19:12.759 in it. We're in a time like right now, especially for tech companies, 265 00:19:12.759 --> 00:19:18.039 where there's there's a lot of layoffs and it's really unfortunate, but there's 266 00:19:18.079 --> 00:19:22.200 a ton of opportunities that exist kind of under the surface that could open up 267 00:19:22.240 --> 00:19:26.880 a little bit of Tam to create that extra job, that actual opportunity to 268 00:19:26.920 --> 00:19:29.559 open up kind of a new segment. That's kind of how we've approached it. 269 00:19:29.640 --> 00:19:33.920 Is whenever kind of our pipeline or high growth as dwindled a little bit, 270 00:19:33.920 --> 00:19:36.319 we're like, all right, it's time to kind of open up, 271 00:19:36.319 --> 00:19:38.680 like what other opportunities, whether that's opening up a new office in the new 272 00:19:38.680 --> 00:19:44.960 geography and new industry, just be spinning off a product to a new audience. 273 00:19:45.319 --> 00:19:49.119 All that exists kind of within whatever data you have and there's limitless opportunities 274 00:19:49.160 --> 00:19:53.160 to kind of penetrate that, make a thesis tested out, an action off 275 00:19:53.279 --> 00:19:56.000 that, to create kind of a new weaponic stream. Love that. Make 276 00:19:56.079 --> 00:20:00.799 a thesis based on the data and who knows what comes from that. Will 277 00:20:00.799 --> 00:20:03.720 thanks for taking time and breaking this down with us. For those that want 278 00:20:03.720 --> 00:20:07.079 to stay connected to you and to six cents to the any of the work 279 00:20:07.119 --> 00:20:11.759 you're doing, just tell us how we can do that. Yeah, I 280 00:20:12.279 --> 00:20:17.599 love to kind of talk about kind of total adjustable market expansion and then engage 281 00:20:17.599 --> 00:20:21.880 with a couple of our partners, with with kind of also kind of companies 282 00:20:21.880 --> 00:20:23.799 that are going to blaze in the trail, like a clary and sales off 283 00:20:23.799 --> 00:20:29.000 people ai. Those are a couple companies that I kind of exchange thoughts with 284 00:20:29.079 --> 00:20:30.839 and happy to do that. If you exist kind of within this space you're 285 00:20:30.839 --> 00:20:34.680 just want to learn more. Will Dot lion at Scom is how you can 286 00:20:34.799 --> 00:20:38.319 reach me. Love to talk about this kind of all day and then you 287 00:20:38.319 --> 00:20:44.599 can find me on linked in as well, at will lie perfect well, 288 00:20:45.000 --> 00:20:47.680 I would love to connect with you as well. If we're not connecting on 289 00:20:47.720 --> 00:20:49.880 Linkedin, you can search Benjie Block talking marketing, business and life over there. 290 00:20:49.960 --> 00:20:55.240 Thanks for all of our listeners listening to this episode and if you have 291 00:20:55.319 --> 00:20:59.799 yet to follow the show on spotify, on Itunes, wherever you listen to 292 00:21:00.000 --> 00:21:03.279 podcast, be sure to do that so you don't Miss Future shows. Will 293 00:21:03.319 --> 00:21:07.240 thanks again for for joining us today. We really appreciate it. Thanks for 294 00:21:07.279 --> 00:21:22.960 having a bag. If you enjoyed a day show, hit subscribe for more 295 00:21:22.039 --> 00:21:26.920 marketing goodness and if you really enjoyed today show, take a second to rate 296 00:21:26.960 --> 00:21:30.880 and review the podcast on the platform you're listening to it on right now. 297 00:21:30.920 --> 00:21:34.039 If you really really enjoyed this episode, share the love by texting you to 298 00:21:34.079 --> 00:21:38.079 a friend who would find it insightful. Thanks for listening and thanks for sharing.