Leverage ABM and Creativity to Thrive with Christine Switzer

WEBVTT 1 00:00:08.160 --> 00:00:17.559 Conversations from the front lines and marketing. This is be tob growth. Welcome 2 00:00:17.640 --> 00:00:20.920 back to be tob growth. I'm your host, Benjie Block. Today I 3 00:00:20.960 --> 00:00:27.399 am joined by Christine Switzer. She is over marketing and communications at Ridgeline. 4 00:00:27.480 --> 00:00:31.399 Christine, welcome to be tob growth. Hi, Benjie, great to be 5 00:00:31.440 --> 00:00:35.560 here. Thank you for having me. Yeah, so you have worked with 6 00:00:35.679 --> 00:00:42.200 a number of large, old notable companies and you are in the midst of 7 00:00:42.240 --> 00:00:45.840 a new challenge, a start up, and you're looking to bring some much 8 00:00:45.840 --> 00:00:50.840 needed change and kind of overhaul really to an industry. So tell us right 9 00:00:50.880 --> 00:00:54.119 here at the top, Christine, what you're working on this new venture and 10 00:00:54.119 --> 00:00:58.000 maybe what excites you most about about the work you're doing. Sure. Yeah, 11 00:00:58.079 --> 00:01:02.600 so I spend probably the last decade a combination of some fortune, five 12 00:01:02.679 --> 00:01:07.519 hundred like total household names, tons of heritage, lots of brand recognition there 13 00:01:07.560 --> 00:01:10.560 and in the for the last year I've been at Ridge Line, which is 14 00:01:10.640 --> 00:01:15.959 a early stage financial technology startup, so a little bit different just from just 15 00:01:17.040 --> 00:01:23.120 from a marketing standpoint, but it's an incredibly exciting opportunity. So Ridgeline is 16 00:01:23.200 --> 00:01:27.920 the industry cloud platform for investment management. So we are offering the investment management 17 00:01:27.959 --> 00:01:34.120 industry something that has not previously been available to them, a completely holistic solution 18 00:01:34.120 --> 00:01:40.319 for their technology on a single platform. HMM. Prior to Ridgeline, their 19 00:01:40.439 --> 00:01:44.799 options have been much more disparate and disjointed and they've had to come up with 20 00:01:44.879 --> 00:01:49.560 different sort of like patches and workarounds and things that lead to a lot of 21 00:01:49.560 --> 00:01:57.560 frustration in their day to day operations. So one thing that's been incredibly exciting 22 00:01:57.640 --> 00:02:00.920 and just energizaying about coming to rich lines is that I don't think I've ever 23 00:02:00.959 --> 00:02:07.200 been part of an organization that the audience, our target audience, is just 24 00:02:07.319 --> 00:02:13.000 so receptive to what we're doing, like when we tell them our value preposition, 25 00:02:13.039 --> 00:02:17.960 I mean we see genuine excitement and there's just this like we're all sort 26 00:02:19.000 --> 00:02:23.280 of just like levitating from this this like level of anticipation that we're feeling from 27 00:02:23.280 --> 00:02:28.560 our target and you know, it's just it's really motivating as a BEDB marketer 28 00:02:28.759 --> 00:02:32.400 to to feel like you are authentically filling a void in a landscape for your 29 00:02:32.400 --> 00:02:37.199 target audience. They actually they need this and they recognize that they need this, 30 00:02:37.280 --> 00:02:39.520 and that doesn't end. I should cough yet because that doesn't mean it's 31 00:02:39.560 --> 00:02:44.479 easy to sell this product and we'll t I know we'll talk about that today, 32 00:02:44.520 --> 00:02:47.240 but I think what it does is sort of remedy some of that cognitive 33 00:02:47.240 --> 00:02:53.000 dissonance that as a marketer, we sometimes have around selling something that maybe your 34 00:02:53.000 --> 00:02:57.919 hearts aren't like fully in. But I just that is not been the case 35 00:02:58.000 --> 00:03:04.000 with regine. It's it's very easy to see our value proposition is very compelling 36 00:03:04.080 --> 00:03:07.520 toward target and that, you know, that makes it a little bit easier 37 00:03:07.639 --> 00:03:08.599 for me to sleep at night and for me to get up and go to 38 00:03:08.599 --> 00:03:12.400 work in the morning and that kind of thing. Yeah, so it's energizing 39 00:03:12.400 --> 00:03:15.879 for sure. Okay, so, on one hand people know that they need 40 00:03:15.960 --> 00:03:20.560 it, but I'll quote you here because you said that much of the work 41 00:03:20.560 --> 00:03:24.039 you're doing in marketing and communications these days is and this is I love how 42 00:03:24.039 --> 00:03:28.159 you said this. You said we're trying to figure out how do we sell 43 00:03:28.159 --> 00:03:32.759 a brain transplant and heart surgery, and I think that'll resonate with our audience. 44 00:03:32.800 --> 00:03:38.319 Who has has to convince an industry may be kind of set in their 45 00:03:38.360 --> 00:03:42.080 ways or just because it could be slow moving and there can be multiple people 46 00:03:42.080 --> 00:03:45.400 in the decisionmaking process. Man, we have this new tool, this new 47 00:03:45.400 --> 00:03:50.960 tech, like it's helpful, but how do we actually navigate messaging and targeting? 48 00:03:51.039 --> 00:03:53.759 Right? So, expand on what you meant by that statement. How 49 00:03:53.800 --> 00:03:58.960 do I sell brain transplant and heart surgery? Wait, you don't want to 50 00:03:58.960 --> 00:04:02.000 sign up for them? Right, I'M gonna go ahead and pass, I 51 00:04:02.039 --> 00:04:05.000 think, in the immediate but I'm sure you'll convince me otherwise. Right, 52 00:04:05.280 --> 00:04:09.360 yeah, so, so, yeah, I feel like I opened just very 53 00:04:09.400 --> 00:04:12.879 strong on how our audience are, our market, sort of recognize this. 54 00:04:12.919 --> 00:04:15.879 They need this. But at the same time, even if you, even 55 00:04:15.879 --> 00:04:18.680 if your doctor says, Hey, you need the surgery, you're not thrilled 56 00:04:18.879 --> 00:04:21.839 about it right now. What you're going to go to it together. So 57 00:04:21.920 --> 00:04:26.839 I actually let me give a little background on kind of the history of rich 58 00:04:26.920 --> 00:04:29.480 line. We have been round all that long, but I think it's helpful 59 00:04:29.519 --> 00:04:32.199 to know that for for your listener. So, ridgime is founded by an 60 00:04:32.199 --> 00:04:38.920 individual named Dave Daffield. He's an iconic software entrepreneur. He founded people soft, 61 00:04:38.959 --> 00:04:43.720 he founded work day, and what he is really successfulat is recognizing these 62 00:04:43.759 --> 00:04:48.759 like very juicy business problems, these sort of like systemic to an industry issues 63 00:04:48.759 --> 00:04:55.040 and throwing all the necessary resources against them to to solve it with like very 64 00:04:55.079 --> 00:05:00.399 cutting edge, sort of like nascent technologies that maybe have not had universal adoption 65 00:05:00.519 --> 00:05:04.480 yet. So what we're doing for investment management is not like a band aid 66 00:05:04.560 --> 00:05:09.319 fix. It's not like we're taking tech towards like a little bit of some 67 00:05:09.399 --> 00:05:13.040 of the pain or some of the issues in the industry. It's really this 68 00:05:13.120 --> 00:05:18.000 like enterprise scale, kind of like the whole and Chilata reimagining of what could 69 00:05:18.040 --> 00:05:21.160 we do if we could do this better? And so originally we call this 70 00:05:21.199 --> 00:05:27.439 like the hard stuff, but we certainly recognize that for our customers, for 71 00:05:27.519 --> 00:05:30.279 our target audience, this is also very hard for them in the sense that 72 00:05:30.319 --> 00:05:35.439 it's it's really daunting that even if we're giving them change that they're asking for, 73 00:05:35.600 --> 00:05:40.639 in change that they want, it still feels scary. So I think, 74 00:05:41.480 --> 00:05:45.199 long answer to your question, I think that what we're doing is akin 75 00:05:45.240 --> 00:05:46.720 to like what a doctor would have to do, right, we would have 76 00:05:46.800 --> 00:05:50.079 to explain that it's really a matter of survival, like you need this because 77 00:05:50.079 --> 00:05:53.480 it's a matter of survival. Right. So, like, yes, there're 78 00:05:53.480 --> 00:05:57.800 a short term discomfort that I think anyone that is in the business of selling 79 00:05:57.839 --> 00:06:02.680 technology would be familiar with because companies get so entrenched in the technology that they 80 00:06:02.759 --> 00:06:06.600 use. In a lot of our customers and a lot of this industry have 81 00:06:06.639 --> 00:06:12.399 been using the same tech for decades, decades, and so you know, 82 00:06:12.480 --> 00:06:16.680 like you just understand inherently without having to explain like why that's so challenging. 83 00:06:16.720 --> 00:06:20.040 But I think, like when I say matter of survival, a lot of 84 00:06:20.079 --> 00:06:27.800 that is that the industry is beginning to recognize that like digital transformation is coming 85 00:06:27.920 --> 00:06:32.800 right and it's unavoidable. So they are realizing that there is a possibility of 86 00:06:33.360 --> 00:06:36.600 that kind of idea of like being left behind if you don't embrace that and 87 00:06:36.680 --> 00:06:42.920 you don't recognize this change that's coming and that's being really embraced by the earlier 88 00:06:42.959 --> 00:06:46.399 doctors of the industry, that you will be a little bit left out in 89 00:06:46.439 --> 00:06:50.920 the cold potentially. So so that helps, I think, is is being 90 00:06:50.959 --> 00:06:58.079 able to talk to people who see that coming and who understands that. The 91 00:06:58.079 --> 00:07:03.800 other thing is just really like knowing their pain and being super fluent in that. 92 00:07:03.920 --> 00:07:09.399 So understanding their pain is really what our role is. Is a marketer, 93 00:07:09.560 --> 00:07:13.959 right, so that we can translate into the solution to that pain, 94 00:07:14.079 --> 00:07:16.720 and so we're kind of trying to convince them that we understand that pain, 95 00:07:16.720 --> 00:07:20.560 we are the right people to do it, and that sort of gives a 96 00:07:20.600 --> 00:07:27.680 foundation to like become an easier proposition to go through this like really brutal surgery. 97 00:07:27.920 --> 00:07:30.120 Well, yeah, so the industry feels the Tendin they they have this 98 00:07:30.199 --> 00:07:34.079 lack of technology. You got good marketing can help put that finger on the 99 00:07:34.079 --> 00:07:39.079 tension leads them in a better way, right. But much of your work, 100 00:07:39.240 --> 00:07:42.759 and you're alluding to this, is convincing companies that it's worth the change, 101 00:07:42.800 --> 00:07:46.800 it's worth the risk. Everyone kind of has maybe their unique approach to 102 00:07:46.839 --> 00:07:51.319 address some of those splinters that their ICP is feeling. I'd love to hear 103 00:07:51.839 --> 00:07:57.120 what you guys are learning around that, what you're trying around that to remove 104 00:07:57.199 --> 00:08:00.800 some of those splinters that they may feel. Yeah, I think. I 105 00:08:00.800 --> 00:08:05.480 think principally we consider this a bit of like a three legged stool. So 106 00:08:05.040 --> 00:08:09.519 the first one is is our product, right, so the actual the actual 107 00:08:09.519 --> 00:08:13.519 product that we are selling to them. We built this product in collaboration with 108 00:08:13.560 --> 00:08:20.079 our early customer, so it reflects their voice because it was built in collaboration 109 00:08:20.079 --> 00:08:22.639 with them. This is not us telling them what they need, this is 110 00:08:22.680 --> 00:08:26.519 them telling us what they need, what's painful to them, what is driving 111 00:08:26.519 --> 00:08:33.039 them crazy about their legacy platforms, and then us, you know, developing 112 00:08:33.080 --> 00:08:35.159 that solution that they can test, that they can feel, that they can 113 00:08:35.159 --> 00:08:41.519 experience for themselves, and then continuing through that development stage with us, through 114 00:08:41.559 --> 00:08:46.159 Beta testing and refining it with us to deliver them what they have told us 115 00:08:46.159 --> 00:08:48.080 that they need. So that's part of it. Is, you know, 116 00:08:48.200 --> 00:08:54.080 a really, really informed product development, product process. The second thing is, 117 00:08:54.120 --> 00:08:58.679 I think, our hiring. We have been able to be super intentional 118 00:08:58.720 --> 00:09:05.039 about hiring a mix of talent from like big tech, you know, like 119 00:09:05.080 --> 00:09:09.279 big tech world, in combination with domain experts that have like lived and breathe 120 00:09:09.320 --> 00:09:13.720 the stuff, usually at in companies that are that are now considered competitors of 121 00:09:13.759 --> 00:09:18.240 ours, but that have done this for like three years. And then we 122 00:09:18.279 --> 00:09:22.039 throw in a mix of a lot of really young, fresh talent that just 123 00:09:22.240 --> 00:09:28.039 is innovative by nature, like doesn't have any baggage because they haven't necessarily been 124 00:09:28.120 --> 00:09:33.679 in this world very long, that just infudse all this like really fresh thinking. 125 00:09:33.720 --> 00:09:37.799 And so I think that the third part of it is like we say 126 00:09:37.840 --> 00:09:41.840 that we are a clean sheet of paper Type Company. So what's been really 127 00:09:41.840 --> 00:09:46.000 cool is that some of these they're now leadership at our company, but before 128 00:09:46.080 --> 00:09:50.320 joining Ridge Line they've told us that they used to have these like water cooler 129 00:09:50.440 --> 00:09:56.360 daydream chatter with each other about like you know what if we just like start 130 00:09:56.399 --> 00:10:01.360 over on this, and Ridge Line is giving them that opportunity and it is 131 00:10:01.399 --> 00:10:05.320 like it is a very strong gravitational pull for people who have lived in this 132 00:10:05.360 --> 00:10:11.399 industry for a long time and seeing sort of the faults and have dreamed about 133 00:10:11.480 --> 00:10:15.840 the opportunity to kind of rehambish in it and take a fresh approach. So 134 00:10:16.320 --> 00:10:22.399 it's compelling for talent and then it's also very compelling once we sort of explain 135 00:10:22.639 --> 00:10:26.000 this approach and what Ridge Line has been doing in the way we've gone after 136 00:10:26.039 --> 00:10:31.399 this, like the audience gets it, like our prospects have been burned by 137 00:10:31.519 --> 00:10:37.279 legacy technology and can feel that Reginas is doing something quite different. Like you 138 00:10:37.320 --> 00:10:39.360 know, we're kind of I think, I hope that like we're kind of 139 00:10:39.360 --> 00:10:41.960 passing the sniff test a little bit, because everyone can smell be as when 140 00:10:43.000 --> 00:10:46.039 it comes smarting right, like we're all conditioned to to not a cell, 141 00:10:46.080 --> 00:10:50.720 but I think and hope that Rigina is delivering them something that that feels compelling 142 00:10:50.759 --> 00:10:52.519 and different. Let me ask you a follow up question because, as a 143 00:10:52.919 --> 00:10:56.840 marketer who has worked for some of these bigger, older companies and now having 144 00:10:56.879 --> 00:11:01.279 this experience with these three areas that you just identified, is there one that's 145 00:11:01.320 --> 00:11:05.320 extremely refreshing to you specifically right now as a marker, that you just feel 146 00:11:05.360 --> 00:11:07.720 like, man, this is this, is nice to be in this space 147 00:11:07.840 --> 00:11:13.360 and being a startup culture or whatever. I think they're all refreshing, but 148 00:11:13.440 --> 00:11:20.559 probably probably the one that is going to be the most powerful for us, 149 00:11:20.600 --> 00:11:24.440 I think, in the long run, is that collaborative development process, right, 150 00:11:24.559 --> 00:11:30.399 so, like building this with your end user. Nothing can can add 151 00:11:30.440 --> 00:11:33.320 more value to a product than that, right, like we didn't create this 152 00:11:33.639 --> 00:11:37.679 in a vacuum and then say here, take this, you want this? 153 00:11:37.039 --> 00:11:41.759 We ask them and we said build this with us. Like share our vision? 154 00:11:41.840 --> 00:11:43.759 Do you share a vision? If you do, like, would you 155 00:11:43.840 --> 00:11:48.240 be willing to participate in what we really see is kind of like revolutions in 156 00:11:48.279 --> 00:11:52.240 their industry and rewriting that future together, and not everyone's going to be into 157 00:11:52.279 --> 00:11:56.600 that, right, like that's much more of an early a doctor mindset and 158 00:11:56.639 --> 00:12:01.120 mentality the practict the pragmatists are going to be like, hold on, need 159 00:12:01.120 --> 00:12:03.600 more evidence. I'll be over here when you see how this turns out. 160 00:12:03.639 --> 00:12:09.639 But but there there is enough sort of like critical mass and critical interest in 161 00:12:09.000 --> 00:12:13.600 doing this that we have been able to build traction. So that's been very 162 00:12:13.600 --> 00:12:20.240 cool to say. You mentioned early adopters. I believe there's seventeen early adopters. 163 00:12:20.559 --> 00:12:24.200 Correct me if I'm wrong. Okay, but it's it's kind of too 164 00:12:24.240 --> 00:12:30.120 early for case studies or be like here's our showcase. Right. I imagine 165 00:12:30.200 --> 00:12:33.399 that makes this a bit challenging and people will resonate with that. How has 166 00:12:33.519 --> 00:12:39.679 that been to like identify those early adopters and then basically, what are you? 167 00:12:39.720 --> 00:12:43.919 What's the next stage from there? Yeah, yeah, it's right. 168 00:12:43.960 --> 00:12:48.639 I mean we don't have that gold standard. We are pretty far away from 169 00:12:48.639 --> 00:12:54.159 being able to do true value engineering and like land on a nice neat case 170 00:12:54.279 --> 00:12:56.799 study. Would love to be there. Will hopefully, you know, will 171 00:12:56.840 --> 00:13:01.840 reconnect in a year and we will have that, but in the meantime I 172 00:13:01.879 --> 00:13:07.559 think that we are just thinking of each customer as the potential for a very 173 00:13:07.559 --> 00:13:11.039 long term relationships. So, like with Ridgeline, this is the type. 174 00:13:11.159 --> 00:13:15.799 Again I mentioned that the legacy technology. A lot of cases these customers have 175 00:13:15.919 --> 00:13:20.399 been sitting with this technology for decades and when Ridgeline replaces that technology, we 176 00:13:20.440 --> 00:13:24.759 will be with them for decades. Is the hope in the goal. So 177 00:13:24.840 --> 00:13:28.480 this is not an impulse by we recognize that this is like a really long 178 00:13:28.559 --> 00:13:31.919 term and considered process us. So I think we approach it that way to 179 00:13:31.080 --> 00:13:35.159 like we see this as a partnership. It's going to last for a lot 180 00:13:35.159 --> 00:13:37.200 of years and you know, your audience knowsis you know this. Like you 181 00:13:37.200 --> 00:13:41.159 can't ask someone to trust you right like. You have to earn that trust 182 00:13:41.360 --> 00:13:46.080 and I think that we are fortunate because we can actually be a bit more 183 00:13:46.120 --> 00:13:50.559 patient about that process of earning trust. And big component of that is that 184 00:13:50.600 --> 00:13:54.840 we're privately funded, so we don't have, unlike, a lot of status. 185 00:13:54.960 --> 00:13:58.919 We don't have like investors who are breathing down our neck and asking us 186 00:13:58.919 --> 00:14:05.120 to deliver upsides immediately, like there's there's some freedom in that because, while 187 00:14:05.200 --> 00:14:09.480 we're pushing extremely hard, we aren't going to put out a product that isn't 188 00:14:09.480 --> 00:14:16.159 ready and we're not going to put something out that won't bring significant value to 189 00:14:16.240 --> 00:14:18.639 our customers, and so, like we feel that our reputation is staked on 190 00:14:18.720 --> 00:14:22.639 that and ultimate our customers reputation is take done that. So it's in our 191 00:14:22.679 --> 00:14:28.480 best interest to execute with excellence and it's an our best interest to earn their 192 00:14:28.559 --> 00:14:31.840 trust. So I think, like we call it taking along view at Ridge 193 00:14:31.840 --> 00:14:37.840 line, this this sort of like unique, like slow burn make sure the 194 00:14:37.879 --> 00:14:43.840 technology is just absolutely polished before kind of like putting our foot on the gas 195 00:14:43.879 --> 00:14:50.679 too hard and acquiring too many customers too early on or like just, you 196 00:14:50.720 --> 00:14:54.120 know, growing a little bit big for our breaches when we're not quite ready 197 00:14:54.200 --> 00:14:58.039 for that. So again we've been fortunate it to tap into some early doptors 198 00:14:58.039 --> 00:15:03.200 who just reck is how transformative this will be and like they're all in right, 199 00:15:03.320 --> 00:15:05.639 like they see that we're taking a patient approach. Like a lot of 200 00:15:05.639 --> 00:15:09.759 times the contracts in this industry are years long. So that's a benefit to 201 00:15:09.840 --> 00:15:15.080 us too. is like they're willing to extend some of that patients back to 202 00:15:15.200 --> 00:15:20.240 us because because they you know, they may not need to RFP their current 203 00:15:20.240 --> 00:15:26.360 technology for a couple of years. Hey, everybody, Olivia here as a 204 00:15:26.399 --> 00:15:28.879 member of the sweet fish sales team, I wanted to take a second and 205 00:15:28.919 --> 00:15:35.799 share something that makes us insanely more efficient. Our team uses lead Iq. 206 00:15:35.399 --> 00:15:39.519 So for those of you who are in sales or sales ups, let me 207 00:15:39.559 --> 00:15:43.679 give you some context. You know how long gathering contact data can take so 208 00:15:43.759 --> 00:15:48.039 long, and with lead Iq, what once took us four hours to do 209 00:15:48.240 --> 00:15:52.720 now takes us just one. That is seventy five percent more efficient. We 210 00:15:52.759 --> 00:15:58.320 are so much quicker with outbound prospecting and organizing our campaigns so much easier than 211 00:15:58.360 --> 00:16:02.919 before. I suggest you guys check it out as well. You can find 212 00:16:02.960 --> 00:16:10.519 them at lead iqcom. That's La d iqcom already. Let's jump back into 213 00:16:10.519 --> 00:16:14.200 the show. A lot of times the contracts of this industry are years long. 214 00:16:14.240 --> 00:16:18.799 So that's a benefit to us too. It's like they're willing to extend 215 00:16:18.840 --> 00:16:22.159 some of that patients back to us because because they you know, they may 216 00:16:22.200 --> 00:16:26.360 not need to URFP their current technology for a couple years. Okay, so 217 00:16:26.360 --> 00:16:32.320 we're these early adopters from previous relationship. Or what was the marketing strategy there, 218 00:16:32.320 --> 00:16:37.120 and how does that maybe change from these first seventeen to like the next 219 00:16:37.120 --> 00:16:40.840 wave that you're going to go after. Yes, great question. We'd think 220 00:16:40.879 --> 00:16:44.759 about that a lot our customer adoption curve. Actually, our entire company thinks 221 00:16:44.799 --> 00:16:45.919 about it, which is which is kind of Nice. We're coming about three 222 00:16:47.039 --> 00:16:51.080 hundred, but we were all given a copy of the Jeffrey Moore book called 223 00:16:51.120 --> 00:16:52.480 crossing the Chasm. No, no, if you know, audience has read 224 00:16:52.519 --> 00:16:57.000 this, but it's like classic, Classic Marketing Book, and he actually came 225 00:16:57.039 --> 00:17:00.519 and spoke, I should say remotely. He's put remotely to originline last year, 226 00:17:00.919 --> 00:17:07.279 and so the whole company, which is eighty five percent engineers and product 227 00:17:07.319 --> 00:17:11.160 development folks like got to hear this is sort of like icon of marketing. 228 00:17:11.200 --> 00:17:17.400 Explain to them that there is a gulf between the early adopter mindset and then 229 00:17:17.480 --> 00:17:22.000 the folks who are just by nature more visionary don't require that more traditional evidence, 230 00:17:22.119 --> 00:17:26.440 and then that second wave, which are the pragmatists, like they need 231 00:17:26.480 --> 00:17:27.799 proof, right. So, like, as a marketer, what do we 232 00:17:27.839 --> 00:17:32.279 do? So we're getting a little bit, I would say, creative. 233 00:17:32.279 --> 00:17:36.720 And what constitutes proof? Like we're pre value engineering. We don't have the 234 00:17:36.759 --> 00:17:38.920 case study, but what we do have is, you know, we have 235 00:17:40.359 --> 00:17:44.839 very proven track records from the people that are running our company. So these 236 00:17:44.880 --> 00:17:48.680 are not young kids read of school with a cool idea. These are people 237 00:17:48.680 --> 00:17:55.359 that have really like led different industries with technology before. So I think that's 238 00:17:55.359 --> 00:17:59.400 comforting. That's very helpful in your industry specifically as well. I think that's 239 00:17:59.440 --> 00:18:03.279 extremely important to note. In finance you need like financial services. Yeah, 240 00:18:03.400 --> 00:18:07.359 yes, I agree. I agree, because they they're more conservaive by nature, 241 00:18:07.440 --> 00:18:10.720 right. So, like they want all, use the phrase, like 242 00:18:10.759 --> 00:18:12.079 they want adults in the room, right, like they want to know that 243 00:18:12.119 --> 00:18:17.480 the company has been is being run by people to experience. So there's that. 244 00:18:17.599 --> 00:18:22.960 We do have testimonials. We're actually using testimonial is anonymously right now with 245 00:18:22.000 --> 00:18:25.960 permission. Were using them an ount ofously, but they do. They're just 246 00:18:26.160 --> 00:18:30.920 very powerful. You can really feel the enthusiasm and excitement we are also, 247 00:18:30.000 --> 00:18:33.279 you know, we've won a couple of a words, which has been Nice. 248 00:18:33.319 --> 00:18:36.519 Linkedin recognized us as the top startup. So that's something that, you 249 00:18:36.559 --> 00:18:40.799 know, we obviously communicate as workers. And then, lastly, I think 250 00:18:40.839 --> 00:18:45.039 it's it gets the product right, like what we're building is very complex and 251 00:18:45.240 --> 00:18:48.839 very hard to do, and if it, if it wasn't hard, like 252 00:18:48.920 --> 00:18:52.519 we wouldn't be a threat to the incumbents. But we have like someone has 253 00:18:52.559 --> 00:18:55.880 decided to tackle this. Originally, it's tackling this. So when you show 254 00:18:55.960 --> 00:18:59.799 them a demo of the product, I think they're, you know, their 255 00:18:59.880 --> 00:19:03.279 jaws just dropped because they're like wow, you're really doing it, you're really 256 00:19:03.319 --> 00:19:08.680 taking on these like really just knotty, messy, complicated parts of financial services, 257 00:19:08.720 --> 00:19:11.319 like accounting. I mean you need to work in financial service to know 258 00:19:11.400 --> 00:19:15.480 that like an entire accounting system would be like a very hard to create from 259 00:19:15.480 --> 00:19:19.160 scratch and to join that with other functional areas so that all of us could 260 00:19:19.160 --> 00:19:22.279 be done on one platform. And I will give a slight plug because I 261 00:19:22.279 --> 00:19:26.440 think your audience will appreciate this and think maybe it's kind of funny. We've 262 00:19:26.480 --> 00:19:29.720 recently launched a new website. So just within like the last months we launch 263 00:19:29.720 --> 00:19:33.119 a webs s and as a marketer, you know that like optics matter, 264 00:19:33.279 --> 00:19:38.400 right. So my part of my early process was developing the the site. 265 00:19:38.559 --> 00:19:45.279 was like looking just doing an analysis of maybe twenty five like big tech, 266 00:19:45.559 --> 00:19:49.200 big industry, big enterprise side it's, as well as like big names in 267 00:19:49.240 --> 00:19:52.640 the in the tech and startup space, just to feel like what are these 268 00:19:52.640 --> 00:19:56.720 guys. Do you know? So? And I did this this analysis to 269 00:19:56.759 --> 00:20:00.240 be like how do you lay out your home page and like, w where 270 00:20:00.240 --> 00:20:03.920 are you putting? What's in your footer and what is your drop down now 271 00:20:03.039 --> 00:20:07.519 consist of? And so I started to recognize these patterns, in these commonalities 272 00:20:07.599 --> 00:20:12.640 that we I kind of created this model for our website based on that, 273 00:20:12.759 --> 00:20:18.440 because we're a new company. But I wanted to create the first impression, 274 00:20:18.559 --> 00:20:22.279 if you come to our website, like look, the websites not closing in 275 00:20:22.279 --> 00:20:25.160 the sale right. These are very long term, considered purchase both the what 276 00:20:25.240 --> 00:20:30.359 the website can do is create that surface, subliminal first impression of like okay, 277 00:20:30.480 --> 00:20:33.559 this isn't a flash in the PAN, like it's a startup, but 278 00:20:33.640 --> 00:20:37.720 these people are serious about it, and it was important to me to create 279 00:20:37.720 --> 00:20:41.240 a website for ridgeline that reflects where we want to be, the kind of 280 00:20:41.240 --> 00:20:45.880 reflects our aspirations of sort of the future state of our company, even if 281 00:20:45.960 --> 00:20:49.759 maybe the current state is like if it would maybe feel like a little premature 282 00:20:49.880 --> 00:20:53.759 to put us in the same categories of those companies right now. HMM, 283 00:20:55.200 --> 00:20:57.880 I wonder. How do you balance at how do you balance where you are 284 00:20:57.920 --> 00:21:03.880 with because as a marketing is partially like you're pulling people into a future, 285 00:21:03.880 --> 00:21:06.440 but you're also I mean, they're going to get behind the marketing and they're 286 00:21:06.440 --> 00:21:08.240 going to get to just like where you guys are right now. Like that's 287 00:21:08.400 --> 00:21:11.119 that's always the the push of Bull. How do you think about that? 288 00:21:11.359 --> 00:21:15.480 Where you are now versus where you want to be? Does that make sense? 289 00:21:15.720 --> 00:21:21.839 It does. I think we're so fortunate because we have leadership that has 290 00:21:21.839 --> 00:21:25.119 been there, like whenever things start to feel a little bit hairy, like 291 00:21:25.160 --> 00:21:30.119 a little bit like that, that's just feels so challenging and potentially insurmountable. 292 00:21:30.279 --> 00:21:34.039 And this is just like the biggest, hardest thing. It's really comforting for 293 00:21:34.160 --> 00:21:38.359 US internally to have leadership that can say look, we've been there, right, 294 00:21:38.440 --> 00:21:41.559 like this is part of it. Like going from zero to one is 295 00:21:41.599 --> 00:21:45.759 the biggest thing in software right. So, like once you've gone from zero 296 00:21:45.839 --> 00:21:52.079 to one, going from one to four, going from four to twenty, 297 00:21:52.119 --> 00:21:55.720 it's just it's not as hard. You've kind of like started rolling down hill 298 00:21:55.759 --> 00:21:59.359 at that point. So I think there's that sort of you know, I 299 00:21:59.440 --> 00:22:02.640 keep saying comfort, but there is that sort of element of like okay, 300 00:22:02.680 --> 00:22:07.599 there's we are surrounded by people who have been through this before and are here 301 00:22:07.640 --> 00:22:10.920 to like be on the other side saying it's okay, we're going to get 302 00:22:10.960 --> 00:22:15.119 there, and I think, I think an aspect of that extends to how 303 00:22:15.160 --> 00:22:17.680 we communicate with our customers. To again, I said, like one of 304 00:22:17.960 --> 00:22:21.640 you know, one of our strategic legs here is is talking about our leadership 305 00:22:21.680 --> 00:22:26.799 and our domain expertise, and I think for the early adopters that's something they 306 00:22:26.799 --> 00:22:29.440 gravitate towards too. Is like, okay, you guys have done this before. 307 00:22:29.480 --> 00:22:32.839 Like you, you're not going to be caught off guard, there's not 308 00:22:32.839 --> 00:22:37.079 going to be as many surprises and you will you will like navigate through those 309 00:22:37.319 --> 00:22:41.319 in a way that unsuccessfully. HMM, okay. So we move from the 310 00:22:41.359 --> 00:22:47.279 seventeen or so that you guys are at right now to moving forward. It's 311 00:22:47.319 --> 00:22:52.680 a hyper targeted approach. Basically two hundred accounts we're going to we know who 312 00:22:52.720 --> 00:22:57.000 we want to go after. Essentially. What is that type of personalization look 313 00:22:57.079 --> 00:23:02.119 like? Because so, I mean there's going to be listeners that are in 314 00:23:02.160 --> 00:23:06.839 an account based marketing approach, but this is this is hyper targeted. So 315 00:23:06.839 --> 00:23:08.640 so talk to me a little bit about what that looks like in the personalization. 316 00:23:08.680 --> 00:23:14.000 They're sure. Yeah, I mean you know we're talking in like low 317 00:23:14.160 --> 00:23:18.160 double digits right now as far as customers and that that will change like that 318 00:23:18.160 --> 00:23:22.319 will change by factors of ten, factors of a hundred within the next couple 319 00:23:22.319 --> 00:23:26.079 of years. But right now I think we want to set ourselves in our 320 00:23:26.720 --> 00:23:30.200 early customers, up for success and so we have created kind of a methodology 321 00:23:30.319 --> 00:23:37.319 using publicly available data to say this is what our target firm looks like like. 322 00:23:37.319 --> 00:23:41.440 We have these profiles that are very tightly defined on for our industry, 323 00:23:41.440 --> 00:23:45.559 at things like assets under management, at things like number accounts. They have 324 00:23:45.599 --> 00:23:49.880 a their firm. But but we we feel confident that if we're able to 325 00:23:49.880 --> 00:23:55.200 engage them in a conversation, that we can say, like the product we 326 00:23:55.240 --> 00:23:57.759 have right now is ready for you. The product we've built right now was 327 00:23:57.799 --> 00:24:03.920 built for you by people that do the exact thing that you do and that 328 00:24:03.079 --> 00:24:07.960 look quite a bit like you. So you know, that might be an 329 00:24:07.279 --> 00:24:12.240 interesting principally for your audience, just to think sort of about like solving don't 330 00:24:12.279 --> 00:24:18.839 trying to be everything to everyone, but like be comfortable with embracing a very 331 00:24:18.839 --> 00:24:26.559 small target audience and like precisely attuned to their needs and build success there before 332 00:24:26.599 --> 00:24:30.519 trying more of like a mass marker blanket approach. And you ask about personization, 333 00:24:32.079 --> 00:24:36.680 so that's something that you know right now. Like, yes, we 334 00:24:36.680 --> 00:24:41.680 are dialing up our brand profile in general and we want we want the industry 335 00:24:41.720 --> 00:24:45.519 to be aware of her richliness. But at the same time we're not quite 336 00:24:45.559 --> 00:24:52.279 ready for our door to be beaten down by perspective firms because we may not 337 00:24:52.359 --> 00:24:55.559 have a product that's ready for them quite yet. We will get there, 338 00:24:55.599 --> 00:24:59.039 but we want to ensure that it's like a great experience for them. So 339 00:24:59.160 --> 00:25:03.400 we don't want them to necessarily queue up with US and have to wait for 340 00:25:03.519 --> 00:25:04.880 years. Like we want to talk to the frips that are that are kind 341 00:25:04.880 --> 00:25:08.000 of ready for us and where as versa. So but when we do find 342 00:25:08.000 --> 00:25:11.880 a firm that feels like it's in, that sweets but we really like move 343 00:25:11.920 --> 00:25:18.359 them. We joke internally that we just get sort of like very creepy with 344 00:25:18.400 --> 00:25:22.039 these firms. It's because of the amount of research that we do. So 345 00:25:22.079 --> 00:25:25.839 we get around a table, like our go to market team. Are Marketing 346 00:25:25.839 --> 00:25:27.559 teams only three people, but our go to market team will join us in 347 00:25:27.599 --> 00:25:32.839 these brain storms and we just we do as much research and then just throw 348 00:25:32.880 --> 00:25:37.160 ideas out about like thoughtful and clever ways that we can make a connection. 349 00:25:37.319 --> 00:25:42.400 I mean I think it's a little bit akin to like if you met someone 350 00:25:42.440 --> 00:25:47.039 at a hocktail party and you're trying to find that common ground with them, 351 00:25:47.079 --> 00:25:52.440 to just be relatable and to to like build something that you can potentially start 352 00:25:52.519 --> 00:25:56.359 relationship with. Like that's how that's how we think about how our approach it. 353 00:25:56.440 --> 00:26:00.000 Or early coust give me an example. Okay, yes, so this 354 00:26:00.039 --> 00:26:04.640 one's really notorious in our company. So we are headquartered in like Tahoe. 355 00:26:04.720 --> 00:26:10.119 If your listeners have have had the opportunity to be there, hopefully they know 356 00:26:10.200 --> 00:26:14.440 it's like a it's just an esthetic gem in this country, like it's an 357 00:26:14.519 --> 00:26:18.400 instagram gold mine, like you can't take a bad picture. So we live 358 00:26:18.440 --> 00:26:22.839 in this world of like very tall pine trees and mountains and big boulders in 359 00:26:22.880 --> 00:26:27.200 the Blue Lake and but we happen to have the world's largest pine cones. 360 00:26:27.240 --> 00:26:32.920 Their native to this area, and I mean I shouldn't say large, stay 361 00:26:33.000 --> 00:26:36.640 long. So basically, like from your elbow to your fingertips. That is 362 00:26:37.039 --> 00:26:41.519 a good approximation of the size of the part. That's crazy, and so 363 00:26:41.720 --> 00:26:45.599 we so we actually package some up and send them to firms that we were 364 00:26:45.599 --> 00:26:51.640 really interested in connected with and, fun fact, it has worked for us. 365 00:26:51.880 --> 00:26:56.200 So in our early coheart of customers, we have a customer who we 366 00:26:56.279 --> 00:27:00.480 send a pipe code to and they're now one of our customers and they're signing 367 00:27:00.559 --> 00:27:03.160 up for the surgery right then we talked about earlier. So obviously it's become 368 00:27:03.200 --> 00:27:07.640 like a huge inside joke with them. But it is just kind of funny 369 00:27:07.720 --> 00:27:11.000 that as a marketer, like if you, if you just sort of like 370 00:27:11.079 --> 00:27:14.200 break the mold and step back and think about like, I'm just a human 371 00:27:14.279 --> 00:27:18.119 talking to another human, like what would interest them? What would be fun, 372 00:27:18.119 --> 00:27:21.799 what would be suppose? What would surprise into like them, you really 373 00:27:21.880 --> 00:27:26.079 like break into this new creative space. It's like surprised, delight and sometimes 374 00:27:26.119 --> 00:27:32.000 like what the heck? We call that the the kind of what the heck, 375 00:27:32.039 --> 00:27:34.440 maybe not as nice terms but as vice language, but we call that 376 00:27:34.440 --> 00:27:37.640 that, you know, a little bit of a head scratcher. It's some 377 00:27:37.720 --> 00:27:41.279 times work to you mentioned. You guys have three marketers right now. Yes, 378 00:27:41.519 --> 00:27:45.680 okay. So with a team like that, like how, when you're 379 00:27:45.680 --> 00:27:48.599 thinking of I mean because personalization takes time, you're mentioning these meetings. Let's 380 00:27:48.599 --> 00:27:52.799 just go practical for a second, like how are you actually executing on this, 381 00:27:52.799 --> 00:27:57.759 this strategy? Like alotting time when there's Yeh, you hands on the 382 00:27:57.759 --> 00:28:03.160 team? Yeah, super small team. Actually, there's only three of us. 383 00:28:03.160 --> 00:28:07.799 One of them just joined and then myself and the other marketer. We've 384 00:28:07.799 --> 00:28:10.599 been on the team for just a year. So this is like kind of 385 00:28:10.599 --> 00:28:15.319 a new restion of her bridge line in general to have a dedicated marketing presence. 386 00:28:15.359 --> 00:28:18.640 But I think what's great is that, I've mentioned earlier, we have 387 00:28:18.680 --> 00:28:22.680 a larger go to market team that's inclusive of business swellman and corporate strategy, 388 00:28:22.759 --> 00:28:27.039 and one of the things I really have appreciate about Regina is everyone just so 389 00:28:27.680 --> 00:28:33.720 in it, and by that I mean they share the sense of accountability and 390 00:28:33.799 --> 00:28:38.400 the imperative that we're doing it right at each touch point, that like no 391 00:28:38.440 --> 00:28:44.160 one is voting in it, like everyone is executing with excellence along the way. 392 00:28:44.240 --> 00:28:48.680 So it is in their best interest to to partner with marketing to make 393 00:28:48.680 --> 00:28:52.519 sure that our ideas are on target to make sure that the work that we're 394 00:28:52.559 --> 00:28:57.440 doing, if it eventually translates to them in sales, like, they'll be 395 00:28:57.480 --> 00:29:02.440 proud to sort of like represent the work that we've done. So we work 396 00:29:02.599 --> 00:29:04.640 very collaboratively in that regard. But, you know, aside from that, 397 00:29:04.680 --> 00:29:10.119 we we've set up processes around us to write because, like any time you're 398 00:29:10.279 --> 00:29:12.119 launching into something like that, it's going to feel a little bit intimidated if 399 00:29:12.119 --> 00:29:15.960 you haven't sort of like set up, you know, if you have an 400 00:29:15.960 --> 00:29:18.680 infuse some discipline in there too. So we do have. You know, 401 00:29:18.720 --> 00:29:22.440 we've weekly meetings and we have lots of spreadsheets that help keep us honest all 402 00:29:22.480 --> 00:29:26.359 the stuff. But we're making it work. I love following the current back 403 00:29:26.480 --> 00:29:30.079 I love hearing about what you guys are thinking on this, trying on this. 404 00:29:30.680 --> 00:29:34.319 I want to end hyper practical here for our listeners to take this and 405 00:29:34.599 --> 00:29:38.400 be able to run with it. So let's go first. What are some 406 00:29:38.440 --> 00:29:45.359 of the results that you've seen from this approach versus? Maybe you know there's 407 00:29:45.400 --> 00:29:48.559 going to be listeners that are more into the content marketing side, or you 408 00:29:48.599 --> 00:29:52.000 know there's different approaches. What are some of the results you've seen? Sure, 409 00:29:52.119 --> 00:29:56.880 well, I think it's might be interesting to mention that I actually in 410 00:29:56.920 --> 00:30:00.440 my last role I did content marketing, right like that was my that was 411 00:30:00.480 --> 00:30:04.640 my job like five years. So it's funny to now be at regine where 412 00:30:04.680 --> 00:30:10.480 in some ways I've really returned to these this very like fundamental place of thinking. 413 00:30:10.519 --> 00:30:12.279 Like a marketer, all I think about all day long is connect with 414 00:30:12.279 --> 00:30:17.279 our target, which, if you're leading a market organization, that should be 415 00:30:17.319 --> 00:30:19.359 what you're doing all day. But we all know that that is not what 416 00:30:19.519 --> 00:30:22.839 True Day looks like. So easy aside tracked, yeah, so easy in 417 00:30:22.880 --> 00:30:27.279 your day gets filled up with all the other stuff. So I think from 418 00:30:27.279 --> 00:30:33.480 a result standpoint, part of it is just is trusting the people that you 419 00:30:33.559 --> 00:30:37.279 work with. So our founder, deaped field, really beliefs in like hiring 420 00:30:37.319 --> 00:30:41.079 the right people and getting out of their way. And there is a it's 421 00:30:41.119 --> 00:30:45.880 really imputed or culture. There's this, there's an openness to try new things, 422 00:30:45.920 --> 00:30:49.759 and I think sometimes that's a good reminder to just be like look, 423 00:30:49.799 --> 00:30:53.240 it's okay to try new things and it may not work out, because when 424 00:30:53.240 --> 00:30:56.240 you're at a start up everything is kind of new, like yes, you've 425 00:30:56.279 --> 00:31:00.799 maybe done it in a former role, but like you're there's a there's a 426 00:31:00.880 --> 00:31:04.759 forgiveness, I think, for a try and stuff and maybe not knowing exactly 427 00:31:04.880 --> 00:31:08.839 how it's going to work out. Yeah, and I think something else from 428 00:31:08.880 --> 00:31:14.240 from like a result standpoint, is if you're coming from a place of like 429 00:31:14.279 --> 00:31:19.160 real authenticity and honesty, it's going to work out well for you in general. 430 00:31:19.200 --> 00:31:23.359 I think that's maybe a life principle too. For sure, like we, 431 00:31:23.519 --> 00:31:27.799 you know I mentioned earlier, like we see this as an opportunity build 432 00:31:27.799 --> 00:31:32.839 relationships with these really forms and we know this is a long term proposition for 433 00:31:32.880 --> 00:31:37.279 them. So what we're trying to do right now is not just build, 434 00:31:37.359 --> 00:31:41.279 not just earn their loyalty, but we want to do the best thing that 435 00:31:41.319 --> 00:31:45.079 you could possibly do as a worker or which is create evangelist. Like we 436 00:31:45.160 --> 00:31:51.119 want to turn this early subset of influencers in their industry into evangelist for original 437 00:31:51.599 --> 00:31:55.440 to talk about how great of an experience are having with us. And that 438 00:31:55.480 --> 00:32:00.079 may be the case even before they are operating off of our technology. So 439 00:32:00.200 --> 00:32:05.359 you can sort of in gender, that sense of trust, in that sense 440 00:32:05.400 --> 00:32:09.799 of just sort of like competence in the industry, even before you're like you're 441 00:32:09.880 --> 00:32:15.759 offering your technology to the entire industry. So I think that's where we're seeing 442 00:32:15.839 --> 00:32:19.960 positive results, is just just being really genuine and thinking of these says as 443 00:32:20.039 --> 00:32:23.480 relationships. You mentioned your background and content marketing. I wonder if you could 444 00:32:23.480 --> 00:32:27.839 go back to that version of yourself, Christine, like is there a piece 445 00:32:27.880 --> 00:32:31.319 of advice that you would would give to those that are, you know, 446 00:32:31.359 --> 00:32:37.160 in that space or the all that the younger version of you? Right? 447 00:32:37.279 --> 00:32:42.640 Yes, well, younger Christine. So well, yes, I think there's 448 00:32:42.720 --> 00:32:45.799 some. There's a concept that we talked about it rich one called radical candor, 449 00:32:45.160 --> 00:32:51.920 and what that is is like this sort of respectful honesty about what is, 450 00:32:52.000 --> 00:32:53.559 what is still serving us, what is continuing to serve us, what 451 00:32:53.680 --> 00:32:58.680 is maybe not serving us as well anymore, and where do we need to 452 00:32:58.720 --> 00:33:04.559 focus to be successful? And if you are out of alignment with what the 453 00:33:04.599 --> 00:33:09.200 core business needs are, then I think that's a really like healthy principle that 454 00:33:09.240 --> 00:33:13.279 I would have liked to have known maybe earlier in my career. Is like, 455 00:33:13.720 --> 00:33:16.519 is what I'm doing a box check or is what I'm doing truly driving? 456 00:33:16.559 --> 00:33:20.799 This is value, because just day to day it's going to be more 457 00:33:20.880 --> 00:33:25.240 satisfying, meaningful to you to know that the efforts that you're making are contributing 458 00:33:25.319 --> 00:33:30.599 to sort of the greater good and you don't have to like twist yourself into 459 00:33:30.680 --> 00:33:32.319 nuts to justify, like, well, I'm doing this which like kind of 460 00:33:32.359 --> 00:33:36.920 contributes towards this, that there's KPI hear which latters up kind of to this. 461 00:33:37.119 --> 00:33:40.440 HMM, if it feels a little bit closer and more autheptic to the 462 00:33:40.440 --> 00:33:45.359 mission of your company, then I think you're going to drive more satisfaction out 463 00:33:45.359 --> 00:33:49.880 of your efforts. Last question for you before we close it out. But 464 00:33:49.920 --> 00:33:54.240 if someone is listening to this whole conversation and they're going to walk away with 465 00:33:54.240 --> 00:33:58.680 an action item from Christine, what do you want that action item to be? 466 00:33:58.720 --> 00:34:01.559 What should we be focused on as as we leave this episode? Okay, 467 00:34:01.680 --> 00:34:05.400 so maybe two things, I feel allow me two things. I think 468 00:34:05.440 --> 00:34:09.719 one is just a reminder that being authentic and genuine and understanding that you're just 469 00:34:09.800 --> 00:34:14.400 a person talking to another person at the end of the day and that, 470 00:34:14.440 --> 00:34:19.199 like, if it doesn't, if what you're if your tactic, is not 471 00:34:19.239 --> 00:34:22.280 going to work on you, then like it's probably not going to work on 472 00:34:22.320 --> 00:34:24.880 anyone else right. So I think that's that's healthy because we sort of like 473 00:34:24.920 --> 00:34:28.679 get ourselves into the space where we're talking about like, oh well, I'm 474 00:34:28.719 --> 00:34:30.960 just gonna I'm going to change the color on the span or ad or whatever. 475 00:34:31.079 --> 00:34:37.079 That'll that'll change you know, that'll like change performance dramatically, and sometimes 476 00:34:37.079 --> 00:34:40.239 it's healthy just to step back and and see like, okay, you know, 477 00:34:40.280 --> 00:34:44.000 a marketers, we really have an advantage, right, like we have 478 00:34:44.159 --> 00:34:47.400 performance data. So there's no way that any of us should get complacent and 479 00:34:47.480 --> 00:34:54.280 what we're doing. We should always be just hypercritical and vigilant about how we're 480 00:34:54.280 --> 00:35:00.239 spending in our days and whether it's working, because if you're not doing that, 481 00:35:00.280 --> 00:35:07.119 then you're settling for mediocrity and you are probably spending time on things that 482 00:35:07.159 --> 00:35:10.920 are not serving you any longer. And I also just I just want to 483 00:35:10.960 --> 00:35:15.639 sort of encourage people that, like if you're a marketer. Yet in my 484 00:35:15.719 --> 00:35:19.480 opinion we are a very sort of clever and strategic group, and so, 485 00:35:19.719 --> 00:35:23.119 you know, we do sort of deserve a seat at the table in an 486 00:35:23.199 --> 00:35:28.000 organization, because I like to think that if you put a marketer up against 487 00:35:28.079 --> 00:35:30.800 just about any business challenge, we're going to think of may be interesting and 488 00:35:30.920 --> 00:35:36.679 creative and unexpected ways to approach it. So, you know, give yourself 489 00:35:36.719 --> 00:35:39.639 a little bit, a little bit of credit, for you're not just a 490 00:35:39.639 --> 00:35:44.480 marketer, you're like a business strategist and you should really think about your role 491 00:35:44.639 --> 00:35:47.880 as such. HMM, it's great. I love this conversation. Thank you 492 00:35:47.960 --> 00:35:52.639 for spending time and given away some of your wisdom and what you guys are 493 00:35:52.679 --> 00:35:55.519 learning at rigeline right now. For those that want to connect with you and 494 00:35:55.559 --> 00:36:00.079 the company, what's the best way to go about that? Yeah, so 495 00:36:00.239 --> 00:36:04.079 would welcome connections. Look me up on Linkedin at Christine Switzer, and you 496 00:36:04.079 --> 00:36:07.599 know, I mentioned we recently launched a new website, so check out ridgeline 497 00:36:07.599 --> 00:36:10.280 appscom. With love to know what your listeners think about that. I kind 498 00:36:10.320 --> 00:36:15.239 of divulge my secrets about how we got to that place. So welcome feedback. 499 00:36:15.280 --> 00:36:19.880 They're great. Well, thank you so much for spending time on be 500 00:36:20.000 --> 00:36:23.039 tob growth and for our listeners. If you have yet to subscribe to the 501 00:36:23.039 --> 00:36:25.960 PODCAST, make sure you do that on whatever platform you're on right now. 502 00:36:27.000 --> 00:36:30.920 You can connect with me on Linkedin as well, having conversations about marketing, 503 00:36:30.920 --> 00:36:36.000 business in life over there all the time, and we love these conversations because 504 00:36:36.079 --> 00:36:39.960 hopefully it's helping fuel your growth and innovation. Ultimately, that's why we're here 505 00:36:40.000 --> 00:36:44.239 as a show. That's why Christine and I showed up today and took the 506 00:36:44.280 --> 00:36:46.880 time to record this and so, hey, keep doing work that matters and 507 00:36:46.880 --> 00:36:51.559 we'll be back real soon with another episode. Thanks, Christine. Thank you, 508 00:36:51.599 --> 00:37:19.760 Benjay. That was a pleasure.