The Cheat Code for Hope and Connection in B2B Marketing

WEBVTT 1 00:00:00.040 --> 00:00:00.240 Yeah, 2 00:00:06.240 --> 00:00:11.900 Hey everyone welcome back to be to be growth. I'm Olivia Hurley and today I'm 3 00:00:11.900 --> 00:00:16.510 joined by Jonathan mentor who is the founder and ceo of Success Mint Bold 4 00:00:16.520 --> 00:00:21.250 growth marketing Jonathan. How are you doing today? I'm doing wonderful. 5 00:00:21.250 --> 00:00:25.220 Olivia is great to see you again. I'm really excited to be here. Me too. I'm 6 00:00:25.220 --> 00:00:30.670 so glad that we get to talk. We have just a really, really exciting 7 00:00:30.680 --> 00:00:34.240 discussion up ahead. I think I've learned so much in in my time that I've 8 00:00:34.250 --> 00:00:38.500 been chatting with you and I'm excited for our listeners to here. You have to 9 00:00:38.500 --> 00:00:42.880 say Before we, we jump in, we're going to talk about your journey into B two B 10 00:00:42.880 --> 00:00:46.740 marketing and just a bunch of advice you have and things you've encountered 11 00:00:46.750 --> 00:00:50.870 um in your analysis on the, you know, the industry today. But before we do 12 00:00:50.870 --> 00:00:55.270 that, can you bring us into your world and talk to us a little bit about what 13 00:00:55.270 --> 00:01:00.350 you're doing at Success Mint and why you're doing it. Sure. So Success Mint 14 00:01:00.360 --> 00:01:06.650 is a boutique uh, growth marketing agency based in new york. And then 15 00:01:06.650 --> 00:01:13.220 Miami, uh, we're a growing team of eight core team members and we have a 16 00:01:13.220 --> 00:01:17.340 large bench of freelancers that assist us on larger projects. We focused on 17 00:01:17.350 --> 00:01:23.100 minority led and owned enterprise. So most of the startups and scallops in 18 00:01:23.100 --> 00:01:27.060 the world of tech and related industries that are moving forward with 19 00:01:27.240 --> 00:01:32.480 purpose that are uh, mission led and driven. We're supporting those folks 20 00:01:32.480 --> 00:01:36.290 and it's been a record year for us to Success Mint, we've got some really 21 00:01:36.290 --> 00:01:40.900 exciting clients and different spaces that are talking about really important 22 00:01:40.900 --> 00:01:44.330 things. And we've been around to help amplify their message and help them get 23 00:01:44.330 --> 00:01:47.690 organized and really just change the world. And I'm just excited to be alone 24 00:01:47.690 --> 00:01:52.970 for the journey. Oh my gosh, that's awesome. So Let's go back. I think 10 25 00:01:52.970 --> 00:01:59.980 years you said, How did you get your start and B2B marketing? Right. So I 26 00:01:59.980 --> 00:02:03.480 believe in leading with vulnerability. I believe that it's really important in 27 00:02:03.480 --> 00:02:07.970 leadership, especially an industry as flashy as marketing, I think. So, I 28 00:02:07.970 --> 00:02:12.060 always start by, you know, speaking my vulnerable truth. So about 10 years ago 29 00:02:12.440 --> 00:02:15.910 um I was in a totally different industry, I was in HR and employee 30 00:02:15.910 --> 00:02:20.900 benefits and sitting in that seat. It was a privilege because somebody that 31 00:02:20.910 --> 00:02:24.260 gave me the opportunity to step into that industry had no formal training 32 00:02:24.260 --> 00:02:27.640 and I had no formal training and marketing either. Um what I found was 33 00:02:27.640 --> 00:02:33.870 is that my mindset put me in a position for success within that industry. But 34 00:02:33.870 --> 00:02:37.720 what I found was is that in HR and an employee benefits. What I loved about 35 00:02:37.720 --> 00:02:42.610 it was the people rather than the projects. And I got really excited 36 00:02:42.610 --> 00:02:47.940 about promoting the different and the unique ideas within the space, which at 37 00:02:47.940 --> 00:02:52.460 the soul is what marketing is. So, I started forming relationships with 38 00:02:52.460 --> 00:02:56.180 different vendors and speaking about different projects I was involved in 39 00:02:56.180 --> 00:03:02.810 and before I knew it, I realized, oh, I'm marketing myself and I'm marketing 40 00:03:02.820 --> 00:03:06.590 my vendors and I'm marketing the projects that were involved in. And 41 00:03:06.590 --> 00:03:10.850 that involved uh speaking at some national conferences that involved 42 00:03:10.860 --> 00:03:15.410 publishing a few books that involved speaking to the media that involved 43 00:03:15.420 --> 00:03:18.930 coaching and mentoring my colleagues within that industry and quickly 44 00:03:18.930 --> 00:03:22.740 throughout the industry, I gained a reputation for being a marketer. Mind 45 00:03:22.740 --> 00:03:28.030 you, my official title at that time 10 years ago was like account executive at 46 00:03:28.030 --> 00:03:31.080 this firm that I was working at. Nothing to do with marketing. So what I 47 00:03:31.080 --> 00:03:37.510 did was is I presented a marketing proposal to my line manager at the time 48 00:03:37.510 --> 00:03:41.260 and I said, hey, I want to step out of account management and I really like to 49 00:03:41.260 --> 00:03:45.510 introduce a marketing leg to the department, you know, I think I've got 50 00:03:45.510 --> 00:03:49.570 some really great ideas, I have some data to back it up and I still keep 51 00:03:49.570 --> 00:03:54.400 that marketing strategy and plan in my google drive to remind me how far I've 52 00:03:54.400 --> 00:03:57.950 come because it was really, it was really mickey mouse our Olivia. It was 53 00:03:57.950 --> 00:04:04.320 so funny to look at how I thought about marketing back then as a novice and how 54 00:04:04.330 --> 00:04:07.950 I think about marketing now. So what happened was it was a turning point 55 00:04:07.950 --> 00:04:10.620 because my line manager at the time, she was like, you're nuts, you know, 56 00:04:10.620 --> 00:04:13.400 you got these crazy ideas, this is not that kind of industry, we're not 57 00:04:13.400 --> 00:04:17.060 creative here where a sales driven, you know, industry and we don't need 58 00:04:17.060 --> 00:04:21.950 marketing. So you really knocked the wind out of my sails. So what I did was 59 00:04:22.340 --> 00:04:27.040 as I decided to go directly to the Ceo who had an open door policy at the time 60 00:04:27.040 --> 00:04:31.710 and I said, hey, I'd love to take you out to lunch. And at the time I was in 61 00:04:31.720 --> 00:04:35.740 um I was in new york and I worked in the Westchester office, the Ceo worked 62 00:04:35.740 --> 00:04:40.280 in the Manhattan office, took him out to lunch and here I was in my best suit 63 00:04:40.290 --> 00:04:45.910 pocket square my briefcase, my printed out marketing plan of 24 slides and I 64 00:04:45.910 --> 00:04:50.040 said, the reason I invited you out was because, you know, I'd like to 65 00:04:50.040 --> 00:04:52.610 challenge my line manager because I have this really good idea that would 66 00:04:52.610 --> 00:04:57.040 bring revenue to our firm and here's my plan and I presented it to him and he 67 00:04:57.040 --> 00:05:00.940 was blown away and there was a little bit of blowback because he approached 68 00:05:00.940 --> 00:05:04.520 my line manager and he was like, hey, you know, we got this employee who has 69 00:05:04.520 --> 00:05:08.210 taken initiative, he's presented this plan, I'll be at mickey mouse our, but 70 00:05:08.210 --> 00:05:11.290 it's a plan. You know, that the intention is in the right place. Why 71 00:05:11.290 --> 00:05:14.540 haven't I heard about this from you? Why am I hearing about it from him? So 72 00:05:14.540 --> 00:05:20.540 it was this thing where a I did not get to do the marketing plan with them be, 73 00:05:20.550 --> 00:05:23.950 you know, eventually the, the environment, 74 00:05:25.030 --> 00:05:29.990 the environment forced me to rethink where I wanted to be at the time. And 75 00:05:29.990 --> 00:05:32.990 what I did was, as I said, okay, I got to spread my wings, I gotta do 76 00:05:32.990 --> 00:05:36.340 something else. So the vendors in the industry that I was working with 77 00:05:36.350 --> 00:05:41.240 because again, I was working as an HR and play benefits consultancy, Right? 78 00:05:41.240 --> 00:05:44.940 So my whole job was vendor management to put solutions together for the end 79 00:05:44.940 --> 00:05:48.420 client, whatever. So the relationships that I have with the vendors I 80 00:05:48.420 --> 00:05:51.720 approached them and I said, hey, you know, I know that you're trying to 81 00:05:51.720 --> 00:05:54.510 penetrate this industry, this is a sales channel for you, etcetera, 82 00:05:54.510 --> 00:05:57.660 etcetera. But who understands what it is that you're doing as an HR 83 00:05:57.660 --> 00:06:02.430 technology, or um a Bennett Tech technology or an insured tech 84 00:06:02.430 --> 00:06:06.970 technology better than me, because I'm the one who has to take it us system 85 00:06:06.970 --> 00:06:11.160 with selling it internally, and then I presented to the client. So once I did 86 00:06:11.160 --> 00:06:15.000 that, you know, I picked up a couple of gigs and what ended up happening was is 87 00:06:15.010 --> 00:06:19.790 I just could not go to sleep at night with as excited as I was to work, I'm 88 00:06:19.790 --> 00:06:25.100 telling the story of innovative new technologies in the space. So whatever 89 00:06:25.100 --> 00:06:27.850 ended up happening, the firm that I was working with, you know, they gave me 90 00:06:27.850 --> 00:06:31.540 the ultimatum, hey we have to part ways because you know where a consultancy 91 00:06:31.540 --> 00:06:35.020 and you're trying to do this other thing and so I threw out the peacetime 92 00:06:35.030 --> 00:06:40.120 Olivia and that's where success meant was born. And so when I found its 93 00:06:40.120 --> 00:06:45.470 success mint back then, it was before the pandemic and again I decided to be 94 00:06:45.470 --> 00:06:49.420 vulnerable and bre with myself and I took myself and my six year old 95 00:06:49.420 --> 00:06:53.160 daughter, Zora Rose and I relocated from new york city to Miami florida 96 00:06:53.160 --> 00:06:58.790 without a plan and I said I'm going to do this market, I'm gonna make this 97 00:06:58.790 --> 00:07:05.670 thing work and from there the pandemic hit and I took a very unscientific 98 00:07:05.670 --> 00:07:09.670 approach to things and I said, you know what if people are trust at home, that 99 00:07:09.670 --> 00:07:13.370 means that they're going to consume a lot more content in the digital space 100 00:07:13.370 --> 00:07:17.090 because now they're a captive audience. I don't have to compete with other 101 00:07:17.090 --> 00:07:22.470 channels, like they are living on digital and um I approached some Miami 102 00:07:22.470 --> 00:07:26.800 based businesses and businesses across the US and business just grew from 103 00:07:26.800 --> 00:07:32.250 there and here we are, many years later with um with a very profitable, uh 104 00:07:32.260 --> 00:07:38.690 purposeful, impactful agency. I love that mickey mouse our and all. I want 105 00:07:38.690 --> 00:07:44.830 to get inside your mind a little bit. 10 years ago, What was the B2B space 106 00:07:44.830 --> 00:07:51.170 like for my minorities? Can you speak specifically to part of that? Sure. I 107 00:07:51.170 --> 00:07:58.080 think that 10 years ago I don't think that entrepreneurship was such a 108 00:07:58.080 --> 00:08:01.960 buzzword, I don't think that it was as glamorous, I don't think that it was as 109 00:08:02.340 --> 00:08:08.420 interesting or as even as accessible as it is now with a much more remote brave 110 00:08:08.420 --> 00:08:13.830 new world that we're in. So minorities didn't have a lot of visibility and I 111 00:08:13.830 --> 00:08:17.800 was in I mean, Olivia to be quite frank, I was in a very old boys industry, it 112 00:08:17.800 --> 00:08:22.900 was insurance, it was hr they weren't a lot of people that looked or sounded 113 00:08:22.910 --> 00:08:27.430 like me in the industry. And when I say minority again, you know, I believe in 114 00:08:27.430 --> 00:08:30.900 leading with vulnerability. I was a minority in the space because not only 115 00:08:30.900 --> 00:08:35.480 was I a brown person, I was a person from from a lower economic class, I'm 116 00:08:35.480 --> 00:08:41.210 from the L G B. T. Q community, I'm a college drop out. You know, I came from, 117 00:08:41.210 --> 00:08:44.090 you know, I didn't come from the Hamptons or I didn't come from, you 118 00:08:44.090 --> 00:08:48.350 know, uh you know, the coast of san Jose California, you know, there was a 119 00:08:48.350 --> 00:08:54.930 lot of barriers in my mind at the time that when I finally was able to connect 120 00:08:54.930 --> 00:08:58.970 with other people, helped me to understand like, oh yeah, like these 121 00:08:58.970 --> 00:09:05.360 kind of like mental barriers are shared by myself and with other people as well. 122 00:09:05.640 --> 00:09:09.710 The turning point for me in my mind 10 years that well on this 10 year journey 123 00:09:09.710 --> 00:09:13.730 was I was able to speak at business insurance magazines, DND leadership 124 00:09:13.730 --> 00:09:18.050 conference and I was I was in a room full of you know, white insurance 125 00:09:18.050 --> 00:09:21.360 professionals because remember I came from the E. B. Space or whatever. And 126 00:09:21.360 --> 00:09:26.120 finally there was a room of people that shared the concern that there was kind 127 00:09:26.120 --> 00:09:29.410 of like a talent crisis within that specific industry. And they said we 128 00:09:29.410 --> 00:09:34.100 need more diversity of color and thought and religion and gender and 129 00:09:34.100 --> 00:09:39.310 ability and age in order to move this industry forward on an innovative, on 130 00:09:39.310 --> 00:09:43.500 an innovative path. And my participation there and the way that I 131 00:09:43.500 --> 00:09:47.330 really got the crowd up out of their seats with my personal journey. I've 132 00:09:47.330 --> 00:09:51.470 carried it with me throughout my entire career into marketing. And it's part of 133 00:09:51.470 --> 00:09:55.830 why, you know, I like to empower other minorities and power and minority is a 134 00:09:55.830 --> 00:09:59.290 very powerful word, but it's also diluted on the other hand, because 135 00:09:59.290 --> 00:10:03.140 minority can mean so many things to different people. And I feel that there 136 00:10:03.140 --> 00:10:07.220 is no limit to you feeling like the minority in the room. And when you have 137 00:10:07.220 --> 00:10:12.060 to tell your story as a business, especially to other businesses. And 138 00:10:12.060 --> 00:10:15.910 you're competing with Um with a hotshot procurement department or you're 139 00:10:15.910 --> 00:10:20.800 competing with other marketing resources, internal and external. And, 140 00:10:20.810 --> 00:10:26.040 you know, a B2B business plan that, you know, has a specific idea or theory in 141 00:10:26.040 --> 00:10:29.320 mind for their marketing strategy you have to penetrate by being the human 142 00:10:29.320 --> 00:10:34.190 being first. And I have found that in more recent years especially following 143 00:10:34.190 --> 00:10:38.050 the issues surrounding of George Floyd and the way it kind of woke up the 144 00:10:38.050 --> 00:10:42.010 nation in terms of brands really starting to examine their D. N. A. 145 00:10:42.010 --> 00:10:46.200 Initiative, their multicultural stances. I believe that it's a much more 146 00:10:46.200 --> 00:10:50.910 prevalent and poignant topic that brands are attaching numbers and 147 00:10:50.910 --> 00:10:55.910 metrics and data and resources to. Whereas before it was kind of like you 148 00:10:55.910 --> 00:10:59.650 know we'll we'll get there when we get there or you know we'll hire this woman 149 00:10:59.650 --> 00:11:02.720 or this black person for optics and keep everybody happy. It's like now 150 00:11:02.720 --> 00:11:07.070 it's like no we we we need to understand their unique point of view 151 00:11:07.080 --> 00:11:11.150 anecdotally compare that to data scientifically and this is a more 152 00:11:11.150 --> 00:11:16.300 appropriate way to approach new markets. You mentioned shifting your mindset and 153 00:11:16.300 --> 00:11:22.930 the barriers that you encountered. Some of them external. Absolutely. And some 154 00:11:22.930 --> 00:11:27.790 of them internal in your in your mental space. Can you tell me a little bit 155 00:11:27.790 --> 00:11:32.660 about your mindset when you started the impetus for shifting your mindset and 156 00:11:32.660 --> 00:11:37.370 where you are now? Yeah, the impetus for for me starting her name is Maria 157 00:11:37.370 --> 00:11:43.230 Rose, she's turning six and she's very loud and bossy. So becoming a father 158 00:11:43.230 --> 00:11:46.950 for me changed my perspective in terms of where I wanted to be in my career 159 00:11:46.950 --> 00:11:51.300 and what lifestyle I wanted to afford her and what experiences and exposures 160 00:11:51.300 --> 00:11:56.150 I wanted to get her. So that was the mindset shift on a personal level. I 161 00:11:56.150 --> 00:12:01.600 had a lot of barriers when I came into corporate America in general, but even 162 00:12:01.600 --> 00:12:06.870 more so in marketing, because I saw so many things that counted against me and 163 00:12:06.870 --> 00:12:11.300 I didn't see a lot of people that were successful sitting in the seat where I 164 00:12:11.300 --> 00:12:16.020 wanted to be. So what I had to do was like the first thing I did was I read I 165 00:12:16.020 --> 00:12:20.480 consumed contents on the topic and I said I need to understand how to be 166 00:12:20.480 --> 00:12:23.530 better, I need to understand how to be smarter because I have a, you know, at 167 00:12:23.530 --> 00:12:26.350 the time I had a chip on my shoulder, I'm like, they're gonna, you know, 168 00:12:26.360 --> 00:12:28.660 they're not going to work with me because I don't have a college degree, 169 00:12:28.660 --> 00:12:30.870 they're not going to work with me because I have tattoos, they're not 170 00:12:30.870 --> 00:12:33.060 going to work with me because I'm younger, they're not going to work with 171 00:12:33.060 --> 00:12:36.780 me because um I have a new york accent, they're not going to work with me and 172 00:12:36.790 --> 00:12:42.110 all the knots. I turned them into butts, right, Like it's amazing what can 173 00:12:42.110 --> 00:12:46.420 happen when you stop saying the no or can't or whatever and then you turn 174 00:12:46.420 --> 00:12:52.070 that into a but or an ant. So I would say I'm brown and I bring a 175 00:12:52.070 --> 00:12:57.200 multicultural perspective to the marketing plan. I'm young and I know a 176 00:12:57.200 --> 00:13:02.310 little bit more about millennial marketing than they do. I'm LGBT and I 177 00:13:02.310 --> 00:13:06.810 know what, I know what it is to walk into a room full of trauma and try to 178 00:13:06.810 --> 00:13:12.820 hide it in conversation. So originally it was me kind of overcompensating for 179 00:13:12.820 --> 00:13:16.800 all the barriers that I had in my head. But you know, I looked back and then I 180 00:13:16.800 --> 00:13:20.400 looked at where I was and I was like, wait a minute. I've spoken to national 181 00:13:20.400 --> 00:13:23.940 stages. I get recruited for different positions all the time. I'm working on 182 00:13:23.940 --> 00:13:28.000 multimillion dollar businesses. I'm talking to the investors, I'm talking 183 00:13:28.000 --> 00:13:32.330 to a board like, no, no, no, no, no, I belong here and I need to look back at 184 00:13:32.330 --> 00:13:35.910 the people who are watching me for success because I want to inspire them. 185 00:13:35.920 --> 00:13:40.160 So for me it was about shifting the mindset from barriers and seeing 186 00:13:40.160 --> 00:13:44.680 opportunities there and these opportunities turned into a very, um, a 187 00:13:44.680 --> 00:13:50.970 very successful agency. In fact, one of the things that I present to people in 188 00:13:50.970 --> 00:13:53.670 terms of my agency, when I'm positioning, you know, what's so 189 00:13:53.670 --> 00:13:58.640 different about your agency success, Mint Actually means the combination of 190 00:13:58.640 --> 00:14:05.320 two words, success and commitment. Success plus commitment equals success 191 00:14:05.320 --> 00:14:10.250 Mint. So if you're committed to success in your mindset, this is how you're 192 00:14:10.250 --> 00:14:13.290 going to move forward as a B two B marketing because it's a tough, very 193 00:14:13.290 --> 00:14:21.020 competitive industry. Absolutely. It sounds like so much of overcoming those 194 00:14:21.020 --> 00:14:27.660 barriers was seeing the results. And I'm curious did that not only did that 195 00:14:27.660 --> 00:14:31.690 bolster your confidence, but it did it bolster other people's confidence in 196 00:14:31.690 --> 00:14:35.750 you and give you more opportunities when you're able to say like, you might 197 00:14:35.750 --> 00:14:40.430 not see all this other stuff about me that's very important or you might want 198 00:14:40.430 --> 00:14:44.270 to overlook me because of this, these things about me. But look at the 199 00:14:44.270 --> 00:14:48.990 results. Is that maybe some advice that you would give Yourself back then or 200 00:14:48.990 --> 00:14:54.310 anybody trying to start now of like the results are what speaks. Yeah. I think 201 00:14:54.310 --> 00:15:00.820 that I think that B2B marketers have a pr problem. No pun intended. Or maybe 202 00:15:00.820 --> 00:15:04.520 there is a pun intended, but there's a public relations issue with market is 203 00:15:04.520 --> 00:15:10.020 that we do a lot of stuff. It's fluffy. The timelines are so long. You need all 204 00:15:10.020 --> 00:15:13.770 of these things, they're all of these processes, We need this lead time, we 205 00:15:13.770 --> 00:15:17.800 need to understand, we need to test, we need to and it's just like it's all 206 00:15:17.800 --> 00:15:24.720 bullshit Olivia. Like if you have a process and you set goals and you set 207 00:15:24.720 --> 00:15:31.040 metrics that ladder up to KPs and you measure each step of the way, then 208 00:15:31.040 --> 00:15:35.910 there's nothing ambiguous. There's nothing clandestine about what you're 209 00:15:35.910 --> 00:15:43.830 doing as a marketer. So for me, it's yes. Get the results okay. Quantifying 210 00:15:43.830 --> 00:15:47.380 them. But also understand different people, like information in a lot of 211 00:15:47.380 --> 00:15:51.100 different ways, You know, and you got to speak at people's level because not 212 00:15:51.100 --> 00:15:55.650 everybody is ready to be vulnerable. You can have a CMO who literally, you 213 00:15:55.650 --> 00:15:59.540 know, they're supposed to be data driven. They're supposed to be 214 00:15:59.550 --> 00:16:03.990 scientific. They're supposed to look at spreadsheets and graphs and numbers all 215 00:16:03.990 --> 00:16:07.750 day, but really what they want, they want to be presented a slide show. They 216 00:16:07.750 --> 00:16:12.120 want pictures, they want to see, you know, a cartoon character taking them 217 00:16:12.120 --> 00:16:15.350 through the journey of their marketing funnel and they will connect with you 218 00:16:15.350 --> 00:16:20.760 and this will allow them to connect to you in a much better way. So it's less 219 00:16:20.760 --> 00:16:23.970 about all of the things that you're supposed to be and the results that you 220 00:16:23.970 --> 00:16:27.790 can bring to the table and how you present that information. One of the 221 00:16:27.790 --> 00:16:31.440 things that was a turning point with success, Mint was being able to build 222 00:16:31.450 --> 00:16:37.350 our proprietary process for two reasons. Number one, if I can unpack a 223 00:16:37.350 --> 00:16:43.180 discipline as complicated and sophisticated as a marketing strategy 224 00:16:43.190 --> 00:16:47.140 and help you understand it in a minute or two, then I always turn around and I 225 00:16:47.140 --> 00:16:50.350 say, you know, if you can understand what we do at success meant that easily 226 00:16:50.350 --> 00:16:52.820 imagine what I can do for the story you're trying to tell your target 227 00:16:52.820 --> 00:16:56.290 market, imagine the businesses that you're trying to penetrate with these 228 00:16:56.300 --> 00:17:01.090 enormous boards of decision makers to decide if they want to hire or engage 229 00:17:01.090 --> 00:17:04.329 your services. They have to you know you have to educate that there's so 230 00:17:04.329 --> 00:17:08.880 many steps let's break it down. And the four step process that we use that 231 00:17:08.880 --> 00:17:13.530 success meant to kind of transfer this information is called boom. It's a four 232 00:17:13.530 --> 00:17:18.140 step process and each step of the game has a goal and an action and boom 233 00:17:18.140 --> 00:17:24.710 stands for begin operate. Obviate and maximize so in step one our goal is to 234 00:17:24.710 --> 00:17:27.950 develop a targeted data and for marketing and distribution strategy. 235 00:17:28.040 --> 00:17:32.860 The action that we take to to make that happen is we do a webinar content audit. 236 00:17:33.140 --> 00:17:37.020 Um We do a competitive analysis we do by our segmentation is and we do a 237 00:17:37.020 --> 00:17:41.870 market research report to inform strategy in step number to operate, we 238 00:17:41.870 --> 00:17:45.340 develop an optimized, we develop optimized content, we activate 239 00:17:45.340 --> 00:17:50.160 distribution channels and then we we amplify brand influence the action that 240 00:17:50.160 --> 00:17:54.830 we take to support. This goal is to deploy strategic content. We develop an 241 00:17:54.830 --> 00:17:58.680 influencer outreach strategy and we will find any automation technologies 242 00:17:58.690 --> 00:18:02.770 in step number three. Obviate. The goal is amplified brand influence to 243 00:18:02.770 --> 00:18:06.530 generate a high volume of quality new business leads. What do we do to get 244 00:18:06.530 --> 00:18:11.710 there? We take action by deploying paid advertisements, placing earns media and 245 00:18:11.720 --> 00:18:16.720 activating brand allies and influencers to share content. In the final step, 246 00:18:16.730 --> 00:18:20.770 maximize the goal is to identify and improve the most effective marketing 247 00:18:20.770 --> 00:18:24.660 tactics that lead to success and the action that we take to get there is we 248 00:18:24.660 --> 00:18:29.010 analyze campaigns, we refined tactics and we increase lead exposure. Those 249 00:18:29.010 --> 00:18:32.560 are the four steps boom began operating via to maximize and Olivia. You're 250 00:18:32.560 --> 00:18:34.780 gonna remember this when you're going to sleep tonight with your peanut 251 00:18:34.780 --> 00:18:38.300 butter and jelly in your glass of milk. It's easy to remember. And we, it's 252 00:18:38.300 --> 00:18:42.320 kind of a flywheel very similar to, you know, the big guys help spot. They use 253 00:18:42.320 --> 00:18:47.180 a flywheel and success in our flywheel is boom. Boom is an iterative process 254 00:18:47.180 --> 00:18:51.570 that we apply to marketing strategy day over day, week over week, month over 255 00:18:51.570 --> 00:18:55.700 month, quarter over quarter. And it all ladders up to the kind of KPI is that a 256 00:18:55.700 --> 00:19:01.130 CMO or CEO wants to see? It's a very simple kind of like master dashboard, 257 00:19:01.130 --> 00:19:04.750 they are sitting in the driver's seat. They see everything that they need to 258 00:19:04.750 --> 00:19:08.320 see. But if something is broken or something doesn't add up, we have the 259 00:19:08.320 --> 00:19:12.290 data to back it up and we can always go back to step for maximize and decide as 260 00:19:12.290 --> 00:19:17.200 a team cooperatively. Hey, this is broken, This is what we hypothesize is 261 00:19:17.200 --> 00:19:20.940 going to fix the marketing strategy. How about we, you know, we partner with 262 00:19:20.940 --> 00:19:24.630 each other and decide, hey, is this right for your specific business? I've 263 00:19:24.630 --> 00:19:30.360 seen a super targeted, I've seen super targeted marketing results in clarity 264 00:19:30.370 --> 00:19:35.390 on what it is that we're working on because again, like marketing means so 265 00:19:35.390 --> 00:19:40.210 many things to so many different people. Like marketing can mean, um, you know, 266 00:19:40.210 --> 00:19:44.000 sales enablement marketing can mean content development, marketing can mean 267 00:19:44.010 --> 00:19:47.900 lee generation marketing can mean brand equity and awareness marketing can mean 268 00:19:47.900 --> 00:19:52.560 pr or a combination of some of the two or you know, but everybody like 269 00:19:52.940 --> 00:19:57.370 everybody thinks about marketing differently. So if you don't first 270 00:19:57.380 --> 00:20:01.310 identify what are the, I don't care about your marketing goals. What are 271 00:20:01.310 --> 00:20:06.180 your business goals? What are your revenue goals? What are your investors 272 00:20:06.180 --> 00:20:10.040 breathing down your back about? What are your mentors telling you that you 273 00:20:10.040 --> 00:20:14.870 need to improve upon within your operation? These are the things I want 274 00:20:14.870 --> 00:20:19.090 to know because then I will back into how can marketing help those things 275 00:20:19.100 --> 00:20:22.670 because marketing cannot cure all of the problems, right? We can treat 276 00:20:22.670 --> 00:20:26.670 symptoms but we can't cure a disease unless we know what's causing it within 277 00:20:26.670 --> 00:20:31.150 the marketing strategy. So if it's an operational thing again, based on my 278 00:20:31.150 --> 00:20:35.920 experience being a human facing person, being vulnerable, I'll say that sounds 279 00:20:35.920 --> 00:20:39.940 like an HR issue or that sounds like an L. N. D. Issue or that maybe that 280 00:20:39.940 --> 00:20:43.770 sounds like an operational issue. You know that's not our specialty. But you 281 00:20:43.770 --> 00:20:46.670 know this is what we've seen from our other clients that will help to 282 00:20:46.670 --> 00:20:51.250 accelerate what's going on in marketing. And if a marketer goes in, you know, 283 00:20:51.250 --> 00:20:55.730 with their deck and where a legion agency and we'll do your S Ceo. And 284 00:20:55.740 --> 00:20:59.980 it's just like you're you're not, you're leading with what, you know and 285 00:20:59.980 --> 00:21:04.030 what you've done is like a template for success rather than listening to what 286 00:21:04.030 --> 00:21:08.170 the client needs, tuning into what their goals are and attacking them very 287 00:21:08.170 --> 00:21:13.530 strategically josh. What do you think is the most irritating thing for me to 288 00:21:13.530 --> 00:21:17.070 be buyers right now, anne Logan, I love talking to you about this. You know 289 00:21:17.070 --> 00:21:21.870 that the number one challenge right now is that many customer facing teams in 290 00:21:21.870 --> 00:21:26.610 the B two B space right now are forcing their potential buyers too, by the way 291 00:21:26.620 --> 00:21:29.870 that they want to sell, buyers don't want to buy that way. Right now, they 292 00:21:29.870 --> 00:21:34.580 want to, by the way they want to buy. We need to enable those buyers, we call 293 00:21:34.580 --> 00:21:38.730 this buyer enablement at sales reach. We need to enable those buyers to make 294 00:21:38.730 --> 00:21:42.780 better decisions quicker in a comfortable environment that's more 295 00:21:42.780 --> 00:21:46.480 personalized for them to move forward with that process. Dude, that's awesome. 296 00:21:46.480 --> 00:21:50.040 I couldn't agree more since I've been using sales reach in my own sales 297 00:21:50.040 --> 00:21:54.540 process. It's allowed me to really enable the buyer to move more quickly 298 00:21:54.540 --> 00:21:58.140 in really two ways. One, they don't have to download a bunch of attachments. 299 00:21:58.140 --> 00:22:02.360 I can send them to one page with the proposal case studies different 300 00:22:02.360 --> 00:22:06.110 resources because let's face it, the proposal is just one part of the sales 301 00:22:06.110 --> 00:22:10.250 conversation and probably only one sales enablement piece of content that 302 00:22:10.250 --> 00:22:13.950 you're sending. So it makes it easier on them. And then the other thing is, 303 00:22:13.960 --> 00:22:17.130 you know, we're selling to our champions and then we're making them 304 00:22:17.130 --> 00:22:21.100 have to re give our pitch to the entire buying committee. So one thing I do is 305 00:22:21.100 --> 00:22:25.420 put a custom 2 to 3 minute video on the top of my sales reach page that says, 306 00:22:25.420 --> 00:22:28.710 hey, here's all the resources, tie it back to the conversation. Here's the 307 00:22:28.710 --> 00:22:32.150 proposal. Let me know if you have any questions and it allows me to give a 308 00:22:32.150 --> 00:22:35.490 little bit of kind of a mini pitch to the rest of the buying committee, 309 00:22:35.500 --> 00:22:39.390 introduce myself, which helps me build trust and credibility and helps the 310 00:22:39.390 --> 00:22:44.220 buyer not have to repeat the entire pitch from scratch. So if anybody is 311 00:22:44.220 --> 00:22:47.460 looking to do the same thing in their own sales process, I'd highly suggest 312 00:22:47.460 --> 00:22:50.700 they reach out to you and the team over at sales, reach for anybody listening. 313 00:22:50.700 --> 00:22:57.600 Just go to sales reach dot IO to talk to josh and the team. Absolutely. And 314 00:22:57.600 --> 00:23:02.820 what a way to build trust too. I think everybody wants to be listen to him to 315 00:23:02.820 --> 00:23:09.120 be seen holistically. Even as a, like a representative of a company to, I'm 316 00:23:09.120 --> 00:23:15.070 curious to jump onto another track here in your tenure in the B two B marketing 317 00:23:15.080 --> 00:23:20.670 world and especially in your, in your tenure as the founder of success Mint, 318 00:23:20.680 --> 00:23:24.950 how have you seen the landscape change for my minorities and B two B marketing? 319 00:23:25.540 --> 00:23:30.830 That's a great question because the challenges are always going to be there, 320 00:23:30.840 --> 00:23:33.480 right. I think that the challenge is always gonna be there. But the big 321 00:23:33.480 --> 00:23:38.440 difference, at least that I see personally is that for me, the biggest 322 00:23:38.450 --> 00:23:42.830 cheat sheet in life, if there is anything by way of a shortcut in life 323 00:23:42.830 --> 00:23:47.580 or career or marketing, it's to have somebody that you can rely on that you 324 00:23:47.580 --> 00:23:51.650 trust that's sitting in the seat where you want to be and they're willing to 325 00:23:51.650 --> 00:23:56.930 share their journey with you in a very vulnerable and purposeful way. And 10 326 00:23:56.930 --> 00:24:02.800 years ago there were not latin X and gay and black and brown and poor folks 327 00:24:02.800 --> 00:24:09.420 that are leading enormous global enterprise marketing operations. Now 328 00:24:09.430 --> 00:24:14.490 you see a few more of them, we need to be doing better. Okay. It's a start, 329 00:24:14.500 --> 00:24:17.910 you know, we want to see more women leading, we want to see more black and 330 00:24:17.910 --> 00:24:22.730 brown leading, we want to see more LGBT leading, we want to hear more about at 331 00:24:22.730 --> 00:24:27.190 least I because I'm just nosy Olivia, I want to hear those folks that came from 332 00:24:27.200 --> 00:24:34.680 Detroit michigan or Bronx new york or opa locka Miami or uh you know Oakland 333 00:24:34.680 --> 00:24:38.080 California, I want to hear those stories, you know don't conceal them 334 00:24:38.090 --> 00:24:43.960 because People need to know that there's diversity of thoughts within 335 00:24:43.960 --> 00:24:49.450 the world of B2B marketing, you know, and one of the things that I see that's 336 00:24:49.450 --> 00:24:52.830 slowly shifting is that people are having braver conversations and 337 00:24:52.830 --> 00:24:56.870 marketing and it just connects you to people. And I know that, you know, 338 00:24:56.870 --> 00:25:00.750 there's a school of marketing that it's all data, it's a science, but there's 339 00:25:00.750 --> 00:25:04.270 something to be said about connecting with someone who looks like you and 340 00:25:04.270 --> 00:25:07.930 things like you and can relate to you because at the end of the day, B two B 341 00:25:07.930 --> 00:25:12.310 marketing or B two B supply chain or you know, shoe salesman, you want to 342 00:25:12.320 --> 00:25:18.200 relate to people and you have a larger opportunity to relate to people if they 343 00:25:18.200 --> 00:25:23.110 share something in their journey that they can connect with to you. And I 344 00:25:23.110 --> 00:25:28.300 think that in business people are becoming braver and especially in a 345 00:25:28.300 --> 00:25:32.280 category as formal as B two B marketing is becoming less formal. You know, 346 00:25:32.280 --> 00:25:37.250 people used to show up in suits and ties to zooms and meetings and now 347 00:25:37.250 --> 00:25:41.980 people are showing up in t shirts with, you know, a man bun To me, you know, 348 00:25:41.980 --> 00:25:46.360 I'm just, you know, shouting myself out here. Um and people are still like, you 349 00:25:46.360 --> 00:25:50.780 know what? Let me not judge this person, They're here for a reason, OK? They've 350 00:25:50.780 --> 00:25:56.700 compelled me to get to this point, let me allow them to share their expertise. 351 00:25:56.710 --> 00:26:00.830 And as soon as you share the expertise, as soon as you give them that ah ha 352 00:26:00.830 --> 00:26:05.350 moment, the doubt sort of melts away and you can connect with them and you 353 00:26:05.350 --> 00:26:08.980 can really start delivering them results for. And instead of coming from 354 00:26:08.980 --> 00:26:13.210 a place where it's the, you know, us versus them. It's like the client is 355 00:26:13.220 --> 00:26:16.340 trying to find holes in our marketing theory and, you know, we're trying to, 356 00:26:16.350 --> 00:26:20.250 you know, hold on to the client. It's like, no, this is collaborative. You 357 00:26:20.250 --> 00:26:24.310 know, we're an agency and yes, there are those who would consider me, you 358 00:26:24.310 --> 00:26:28.530 know, a thought leader within marketing and all of that, but I'm the first to 359 00:26:28.530 --> 00:26:33.380 admit, I like to be the stupidest guy in the room. I give all the credit to 360 00:26:33.380 --> 00:26:37.950 my team and I asked all of the questions I've gotten off of um 361 00:26:37.960 --> 00:26:44.000 pictures with prospects or I've come in to troubleshoot existing client 362 00:26:44.000 --> 00:26:49.170 projects and ask the silliest question. You know, there was a communication 363 00:26:49.170 --> 00:26:53.430 issue. I wonder why do you have wifi messed up in your house or something? 364 00:26:53.430 --> 00:26:56.940 Like we sent you three emails. I'm just trying to figure out what's going and 365 00:26:56.940 --> 00:26:59.960 you know, it will diffuse the situation. Everybody laughs and then you have a 366 00:26:59.960 --> 00:27:03.700 vulnerable moment, you find out what the problem is, you get rid of it and 367 00:27:03.700 --> 00:27:07.050 then it's just like and then my team are coming. I cannot believe you asked 368 00:27:07.050 --> 00:27:09.930 them that Jonathan and I'm like, well if I don't, we're either going to lose 369 00:27:09.930 --> 00:27:13.520 the client, we're going to continue tip someone around the thing, sneaking in 370 00:27:13.520 --> 00:27:17.430 the bushes and my feet are too soft for eggshells. So let's let's rock and roll. 371 00:27:17.430 --> 00:27:21.650 Let's move through this difficult thing and move on to the fun thing. I love 372 00:27:21.650 --> 00:27:25.520 that. I love that you called it a cheat code two. And the way that I've kind of 373 00:27:25.520 --> 00:27:29.080 been turning this over in my head as you're talking is like the cheat code 374 00:27:29.080 --> 00:27:35.050 for hope and connection and B two B marketing is mentorship. It's it's 375 00:27:35.060 --> 00:27:40.670 there's no, I mean you can do it a million other ways Olivia, but it's 376 00:27:40.670 --> 00:27:44.680 gonna take you longer, it's gonna be harder and you're gonna make more 377 00:27:44.680 --> 00:27:48.230 mistakes and there's nothing wrong with mistakes. But if you're a perfectionist 378 00:27:48.230 --> 00:27:52.710 like me you don't like to make them if you can avoid them. So you just have to 379 00:27:52.720 --> 00:27:56.020 I mean the mentors are gonna know they're gonna warn you about the 380 00:27:56.020 --> 00:27:59.260 pitfalls, they can provide you with the templates, they can make the 381 00:27:59.260 --> 00:28:02.560 introductions to the resources, they can tell you the software that works, 382 00:28:02.640 --> 00:28:06.370 they can tell you the agencies that are real and then the agencies that are 383 00:28:06.380 --> 00:28:10.380 mickey mouse, they can tell you who's really making a living off of up works 384 00:28:10.380 --> 00:28:14.260 and who's really working with me to be enterprise. They can open all of the 385 00:28:14.260 --> 00:28:18.050 doors if you're vulnerable with them. And if they have the time to do it 386 00:28:18.050 --> 00:28:21.920 because nothing feels better than seeing someone else that you have 387 00:28:21.920 --> 00:28:26.820 advised to thrive. As a matter of fact Olivia, one of my New Year's 388 00:28:26.820 --> 00:28:29.800 resolutions and this is the middle of the year and I'm still talking about it 389 00:28:29.800 --> 00:28:33.730 because it was so impactful for me was, you know, aside from all the things, 390 00:28:33.730 --> 00:28:37.900 you know, I want to vote. You know, I want to have, you know, five, I want to 391 00:28:37.900 --> 00:28:40.740 get this because I live in Miami. So every day I, you know, I look at the 392 00:28:40.750 --> 00:28:48.670 ocean. Yeah, I live in a nice, okay, so maybe we'll share a boat. So what you 393 00:28:49.050 --> 00:28:53.630 write, what, you know, I want to vote, you know, I want to grow the agency by 394 00:28:53.630 --> 00:28:58.280 X amount. I want to evangelize the mission of these three things. I want 395 00:28:58.280 --> 00:29:00.960 to change that, you know, but one of them, the one that stood out, the one 396 00:29:00.960 --> 00:29:05.180 that's relevant to this specific question is Is one of my new year's 397 00:29:05.180 --> 00:29:10.160 resolutions was I wanted to mentor six young kings in marketing And I want 398 00:29:10.160 --> 00:29:15.000 them to be from the background that I came from. Because you asked me 10 399 00:29:15.000 --> 00:29:19.430 years ago, but you didn't ask me 15 years ago Olivia 15 years ago. Olivia, 400 00:29:19.440 --> 00:29:23.980 you would have gotten up in the morning going down to Starbucks and I would 401 00:29:23.980 --> 00:29:27.830 have been the guy on the other end of the counter handing you your um what is 402 00:29:27.830 --> 00:29:31.520 it your mocha frappuccino. Okay. That was me. And then, you know, five years 403 00:29:31.520 --> 00:29:35.950 later, you know, I penetrated different but I love to take people from the 404 00:29:35.950 --> 00:29:39.910 different walks of life or that marketing specialists that he's really 405 00:29:39.920 --> 00:29:44.450 somebody's assistant but he knows the Ceo he just doesn't have the confidence 406 00:29:44.450 --> 00:29:49.080 to say no, no. I know S Ceo and I can be more than this marketing specialist 407 00:29:49.090 --> 00:29:54.000 or if I see, you know, a young woman entering uh marketing and they know 408 00:29:54.000 --> 00:29:57.650 what the salary bracket is, and they're negotiating a new contract as you know, 409 00:29:57.650 --> 00:30:00.860 as a consultant, as an employee, whatever it is, you know, they don't 410 00:30:00.860 --> 00:30:05.890 have the confidence to say no, no, this is 120,000, that's what I'm worth, not 411 00:30:05.890 --> 00:30:10.320 75 I'm 100 and 20,000, That's that's who I am, and that's what I bring to 412 00:30:10.320 --> 00:30:15.910 the table, and I'm not afraid to walk away. Walk your truth and don't shrink 413 00:30:15.910 --> 00:30:21.490 yourself in order to get by because I did that. And it slowed me down for a 414 00:30:21.490 --> 00:30:25.550 long time in this 10 year journey that we're talking about, because the more I 415 00:30:25.550 --> 00:30:29.810 try to conceal the tattoos, you know, I'd be in a meeting and I'm up to here 416 00:30:29.810 --> 00:30:32.210 and I'm like, oh my god, I can barely breathe and I'm sweating. And they're 417 00:30:32.210 --> 00:30:35.310 like, are you okay? And I'm like, I want some water or you know, I would 418 00:30:35.310 --> 00:30:39.490 talk more slowly to conceal my accent or I would wear my hair a certain way 419 00:30:39.500 --> 00:30:43.890 or um you know, I would, you know, I would tap dance around the issue of 420 00:30:43.890 --> 00:30:48.820 college. No, no. Now I leave with these things and it earns me enormous respect 421 00:30:48.820 --> 00:30:53.270 within the industry, I have to work much harder. Okay? And when somebody 422 00:30:53.270 --> 00:30:57.370 walks into the room judgy and they say, oh well, you know, I have this war in N. 423 00:30:57.370 --> 00:31:01.940 B. A. And you know, I worked with IBM and Microsoft and JetBlue on their 424 00:31:01.940 --> 00:31:05.880 marketing strategy. I'm like, yeah, congratulations, I made an impact for 425 00:31:05.960 --> 00:31:09.960 100,000 people this year. The companies that I work with, they might not be the 426 00:31:09.960 --> 00:31:15.430 size of IBM. But you know what? There combating inequality between genders. 427 00:31:15.440 --> 00:31:20.270 They're combating um the barriers that face Children in economically depressed 428 00:31:20.270 --> 00:31:25.390 communities to access education. They are taking on difficult conversations 429 00:31:25.390 --> 00:31:28.590 about leadership and racism in the workplace. That's not the kind of work 430 00:31:28.590 --> 00:31:31.830 that IBM and JetBlue does. So congratulations on your M. B. A. 431 00:31:31.840 --> 00:31:37.020 Congratulations for having gone to um that I believe college. Congratulations 432 00:31:37.020 --> 00:31:41.330 for having grown up in. I don't know the stamford Connecticut. I didn't and 433 00:31:41.330 --> 00:31:44.320 I'm still making an impact and we can walk in this room together and still 434 00:31:44.320 --> 00:31:51.960 add value as pierce. Yeah. Very cool. I think I think it's it really you know, 435 00:31:51.960 --> 00:31:57.690 even in in the like teaspoon of a way that I can relate to you in these 436 00:31:57.690 --> 00:32:02.730 things. Yeah. Because I think it would be totally, totally false for me to try 437 00:32:02.730 --> 00:32:06.980 and relate to these things more than is appropriate. But in the teaspoon of the 438 00:32:06.980 --> 00:32:11.740 way that I can, I think that the thing that in my experience kind of makes me 439 00:32:11.740 --> 00:32:16.890 like rest easy is knowing like we can both be players in the room when we can 440 00:32:16.890 --> 00:32:22.770 both have success and there's no like, success is not a limited resource and 441 00:32:23.240 --> 00:32:28.300 and you totally are speaking that and I I love that. So, one thing I'm curious 442 00:32:28.300 --> 00:32:33.270 about it is who you work with now, like who are the people who are, you know, 443 00:32:33.270 --> 00:32:37.190 the the profile of the people who are coming to success Mint and and that 444 00:32:37.190 --> 00:32:41.190 you're just helping make those waves and those, those impacts that you were 445 00:32:41.190 --> 00:32:45.470 talking about. Sure. So one of the first things that we look at before 446 00:32:45.470 --> 00:32:50.530 edit anything is mission alignment. Okay, the mission of success Mint is 447 00:32:50.530 --> 00:32:55.670 purpose. So if you're not leading with a purpose, if you're not, if you're not 448 00:32:55.670 --> 00:33:00.530 an organization who has pledged to allocate real resources, real dollars, 449 00:33:00.530 --> 00:33:05.520 real teams to diversity and inclusion. Um, if you're not leading with 450 00:33:05.520 --> 00:33:09.580 awareness and empowerment and mindfulness in addition to contributing 451 00:33:09.580 --> 00:33:15.100 to the economy, if you're not committed to rooting for the underdog of your 452 00:33:15.110 --> 00:33:20.360 business does not impact people positively and it simply turns a profit, 453 00:33:20.370 --> 00:33:24.090 you're just not the client for us. You know, we have partners who are happy. 454 00:33:24.100 --> 00:33:28.060 You know, if you want to sell spatulas, great, we have a great, you know, 455 00:33:28.070 --> 00:33:31.840 sister agency that will help you sell spatulas. You know, if you want to, you 456 00:33:31.840 --> 00:33:35.950 know, sell tobacco awesome, we won't do tobacco, but you know, these people 457 00:33:35.950 --> 00:33:39.610 will. Um, so that's the first thing that we look at. The second thing that 458 00:33:39.610 --> 00:33:43.630 we look at is we really like to walk our work and we will evaluate your 459 00:33:43.630 --> 00:33:46.460 leadership team, will take a look on linkedin and we'll take a look at your 460 00:33:46.460 --> 00:33:51.090 website and we want to see the women and we want to see black men and we 461 00:33:51.090 --> 00:33:55.420 want to see LGBT representation and we want to ask you questions about who it 462 00:33:55.420 --> 00:33:59.390 is that's contributing to the thought process behind the marketing. These are 463 00:33:59.390 --> 00:34:03.920 the two biggest criteria that we have a success mint. And although yeah, Olivia, 464 00:34:03.920 --> 00:34:06.640 we have pissed some people off by telling them we're not going to work 465 00:34:06.640 --> 00:34:11.570 with you for this reason. And we have turned down major business. But in 466 00:34:11.570 --> 00:34:16.790 return, what we get is we get to work with people that we love. We get to 467 00:34:16.790 --> 00:34:21.530 work with people that share our ideals. And we get to work with people that are 468 00:34:21.530 --> 00:34:25.139 really changing the world and saying that we are a party to this change that 469 00:34:25.139 --> 00:34:30.239 you're making. Uh we have one client that we're working with that is working 470 00:34:30.239 --> 00:34:36.670 on improving okay, intersectional gender inequity. And I found that so 471 00:34:36.670 --> 00:34:40.010 interesting because at the same time that we're growing their mission and 472 00:34:40.010 --> 00:34:43.980 changing the world, our team is always being educated on what this means and 473 00:34:43.980 --> 00:34:48.520 how impactful it is and how nuanced it is. And although, you know, your mental 474 00:34:48.520 --> 00:34:51.639 real estate is only but so large, you know, you always want an opportunity to 475 00:34:51.639 --> 00:34:55.690 learn about things. But that's what I like to do. I'm voracious in the way 476 00:34:55.690 --> 00:34:59.850 that I like to learn. So when we're looking at clients, we look at, First 477 00:34:59.850 --> 00:35:03.240 of all, how is your leadership represented? Tell me a little bit about 478 00:35:03.240 --> 00:35:06.190 your journey, what changes are you trying to make? And then from there 479 00:35:06.190 --> 00:35:10.190 we'll decide, Hey, can we help you, you know, based on the goals that you have, 480 00:35:10.200 --> 00:35:14.560 are they realistic? You want to do a million next year or excuse me in a 481 00:35:14.560 --> 00:35:17.770 million additional next year or you want to do 100 million or you're 482 00:35:17.770 --> 00:35:20.520 seeking to investment or you want to get on, you know, you want to sit down 483 00:35:20.520 --> 00:35:23.780 with Oprah, you know, whatever it is, you know, let us know what your goals 484 00:35:23.780 --> 00:35:28.120 are and will definitely apply our boom process. So what is that you're trying 485 00:35:28.120 --> 00:35:31.990 to accomplish? And one will quickly unravel what the barriers are, what the 486 00:35:31.990 --> 00:35:35.210 resources are that we need and the timelines. And if you're cool with that, 487 00:35:35.210 --> 00:35:38.700 we're cool with you. And we always say, let's rock and roll, I love that. Let's 488 00:35:38.700 --> 00:35:45.640 rock and roll. So Jonathan, what tactics do you deploy that success Mint 489 00:35:45.650 --> 00:35:49.430 to bring about the results that you've been seeing, right? So first things 490 00:35:49.430 --> 00:35:56.380 first we apply boom to identify opportunities, identify channels and 491 00:35:56.380 --> 00:36:01.150 identify tactics but the lanes that success and plays within that. We're 492 00:36:01.150 --> 00:36:06.660 really good at our strategy, digital marketing, contents, Creative and Web. 493 00:36:07.030 --> 00:36:11.220 Um, a lot of clients come to us for a lot of different things and there are 494 00:36:11.220 --> 00:36:16.360 breakout services and projects that we handle. Um, but we always like try to 495 00:36:16.360 --> 00:36:21.900 lead with strategy because I feel as though when clients come to us and they 496 00:36:21.900 --> 00:36:27.480 tell us what they need and what they want, that's typically a sign that it's 497 00:36:27.480 --> 00:36:31.920 not the best client because there's a million different ways to slice of pie. 498 00:36:31.920 --> 00:36:35.890 And if you come to me and say we have a lead generation problem, we need more 499 00:36:35.890 --> 00:36:41.610 blogs. It's like, wait, let's diagnose the issue first. And in order to do 500 00:36:41.610 --> 00:36:44.960 that, we need to come up with a strategy because you wouldn't go to a 501 00:36:44.960 --> 00:36:49.020 doctor and say, hey, my knee hurts. Maybe I need lung surgery. It's like 502 00:36:49.020 --> 00:36:53.960 what, like, you know, you have to trust your expert to diagnose and treat 503 00:36:53.960 --> 00:36:57.780 whatever it is that your B two B marketing need is. So we leave with 504 00:36:57.780 --> 00:37:02.680 strategy. Then we do, you know, we go into the content generation piece, we 505 00:37:02.680 --> 00:37:07.100 form the com strategy. How are we approaching different conversations, 506 00:37:07.100 --> 00:37:10.340 where are folks having these conversations? What are the questions 507 00:37:10.340 --> 00:37:15.950 that come up? Let's make answer content that um that C. R. O. Conversion rate 508 00:37:15.950 --> 00:37:20.050 uh conversion rate optimized. And then we'll take that content and then we'll 509 00:37:20.050 --> 00:37:24.060 break it down into the asset classes. What channels are we deploying on? Make 510 00:37:24.060 --> 00:37:28.390 sure that they all work, put an evergreen campaign together. And then 511 00:37:28.390 --> 00:37:31.770 we start looking at, you know, day to day, week to week, quarter over quarter 512 00:37:31.770 --> 00:37:35.520 and really approaching different topics. And then that goes into the creative 513 00:37:35.520 --> 00:37:39.570 because the way that we approach it is, hey, once you have your strategy, once 514 00:37:39.570 --> 00:37:43.870 you have your um your contents pillars, once you have your deployment channels, 515 00:37:43.880 --> 00:37:47.750 it's very easy for creative to interpret these kind of things. And 516 00:37:47.760 --> 00:37:52.540 that's a combination of knowing what assets go on, what channel and a 517 00:37:52.540 --> 00:37:57.370 combination of making those things pop and really, really concise because I'm 518 00:37:57.370 --> 00:38:01.640 going to be marketing. You know, it's not as quote unquote fun as like e 519 00:38:01.640 --> 00:38:06.200 commerce or B two C. You can't get as cheeky, you can't have as much fun as 520 00:38:06.200 --> 00:38:09.860 like Wendy's twitter for example, you might look a little funny, but you know, 521 00:38:09.860 --> 00:38:13.110 there are ways to connect with the audience because at the end of the day, 522 00:38:13.110 --> 00:38:16.000 these are, yeah, they're B two B marketers, but there are also people, 523 00:38:16.000 --> 00:38:19.600 they want to laugh during their work day or think during their work day or 524 00:38:19.600 --> 00:38:23.710 be challenged during their work day. Um and then from there anything that's web 525 00:38:23.720 --> 00:38:29.780 related. So um you know top of funnel ceo, middle of funnel S. E. O. Sales 526 00:38:29.780 --> 00:38:33.360 enablement pieces when you're getting down to the bottom of the funnel, that 527 00:38:33.360 --> 00:38:37.280 kind of things and you know and then we tie a bow on it depending on what the 528 00:38:37.280 --> 00:38:41.750 resources are internally and what they need from us. So success meant we 529 00:38:41.760 --> 00:38:45.260 separate strategy from deployment depending on the size of the team 530 00:38:45.260 --> 00:38:49.170 because the strategy, you know based on boom because we run everything through 531 00:38:49.170 --> 00:38:52.200 boom boom is like our our central processing unit, right? We run 532 00:38:52.200 --> 00:38:55.310 everything through boom. We come up with a strategy, we make 533 00:38:55.310 --> 00:38:58.760 recommendations in terms of tactics and then it's you know, we have to sit down 534 00:38:58.760 --> 00:39:03.200 with the client and what resources can you commit internally? What resources 535 00:39:03.200 --> 00:39:07.550 do you want to or you know, how big of this operation do you want success 536 00:39:07.550 --> 00:39:10.870 meant to take over in terms of deployment? We marry those two together 537 00:39:10.880 --> 00:39:14.800 and then we make the brand famous and then they changed the world Jonathan. 538 00:39:14.800 --> 00:39:22.160 One of the things I admire so much about your work ethic and your mode of 539 00:39:22.160 --> 00:39:26.870 operation is how thorough you are. And I think that's so obvious in the 540 00:39:26.880 --> 00:39:33.480 processes in boom in all that. And I'm curious if you were to apply that, that 541 00:39:33.480 --> 00:39:41.760 thoroughness to Maybe like three tips, you would offer someone who is wanting 542 00:39:41.760 --> 00:39:46.200 similar opportunities that you've had, who's, who's hoping to land? Where you 543 00:39:46.200 --> 00:39:50.460 land. What would you say man? These are the three things and here's how to do 544 00:39:50.460 --> 00:39:56.040 them, wow, that's a great question. The first thing and the most important is 545 00:39:56.040 --> 00:40:01.590 give yourself permission, give yourself permission. And whenever that little 546 00:40:01.590 --> 00:40:05.830 voice of doubt in the back of your head says, well, Gary V didn't do it this 547 00:40:05.830 --> 00:40:11.260 way, Neil Patel didn't do it that way, Jonathan J mentor did have mentioned 548 00:40:11.260 --> 00:40:16.330 that at the B two B growth podcast. You know, give yourself permission to 549 00:40:16.330 --> 00:40:21.460 understand that none of the people that you listen to or consume content from. 550 00:40:21.460 --> 00:40:25.840 None of us are uniforms. You know, maybe some of us had more advantages 551 00:40:25.840 --> 00:40:29.700 than the other but give yourself permission and realize that there's 552 00:40:29.700 --> 00:40:34.000 nothing stopping you from moving forward other than the things in your 553 00:40:34.000 --> 00:40:36.930 head. And when you hear the things in your head always turned the but or they 554 00:40:36.930 --> 00:40:42.470 can't wear the note into the why and the end and the but always change those 555 00:40:42.470 --> 00:40:46.650 things and it will change the internal narrative that you have for yourself. I 556 00:40:46.650 --> 00:40:51.920 don't have a college degree but my boss is a jerk but you know, I'm a black 557 00:40:51.920 --> 00:40:56.380 woman in this industry surrounded by all these white guys and I have a 558 00:40:56.380 --> 00:40:59.230 distinct advantage because now we're going multicultural. Like I broke my 559 00:40:59.230 --> 00:41:03.340 ideas to the table, like always change the narrative in your head and give 560 00:41:03.340 --> 00:41:08.360 yourself permission to approach the market because remember, I don't care 561 00:41:08.360 --> 00:41:13.780 what anybody tells. Your marketing is just as much about science and data as 562 00:41:13.780 --> 00:41:16.850 it is about being unique and creative and you have to have a unique 563 00:41:16.860 --> 00:41:20.790 combination of both. And your unique cocktail of marketing is what's gonna 564 00:41:20.790 --> 00:41:27.300 make you special and no supervisor or terrible clients or any of the other 565 00:41:27.300 --> 00:41:30.610 barriers are. And they don't let that take away from giving yourself 566 00:41:30.610 --> 00:41:34.400 permission to understand that you have a unique perspective. Just know that 567 00:41:34.410 --> 00:41:37.530 you got to hold yourself accountable to the results of your unique perspective. 568 00:41:38.010 --> 00:41:45.100 Number two, get yourself mentors and respect them and listen. And if you're, 569 00:41:45.110 --> 00:41:49.530 if you're a chatterbox like me almost hold your hand over your mouth and stop 570 00:41:49.540 --> 00:41:55.670 and take notes because this person, if you choose the mentor correctly, should 571 00:41:55.670 --> 00:42:00.210 be a person. You see yourself becoming they're sitting where you want them, 572 00:42:00.210 --> 00:42:04.680 where you would like to be, they have the resources that you're looking for, 573 00:42:04.680 --> 00:42:08.320 they have the relationships that you're looking for, they have the expertise 574 00:42:08.320 --> 00:42:12.650 that you're looking for and this person might look like an overnight success to 575 00:42:12.650 --> 00:42:16.320 you, but I guarantee you it took them years to get there of mistakes, trials, 576 00:42:16.320 --> 00:42:20.300 tribulations, people telling them no people telling them you can't, people 577 00:42:20.300 --> 00:42:23.200 telling them you're crazy, people telling them this is not the way that 578 00:42:23.200 --> 00:42:26.320 things are done and they made it to a place where you're sitting there like 579 00:42:26.900 --> 00:42:35.130 wow, this person is freaking awesome, understands that they have more to 580 00:42:35.140 --> 00:42:39.790 offer you buy you listening and asking the right questions than it is for you 581 00:42:39.790 --> 00:42:44.620 to vent to them or complaint to them or I mean and this might be because I have 582 00:42:44.620 --> 00:42:47.650 folks like that to mostly my daughter show color and I'll just sit there 583 00:42:47.650 --> 00:42:52.180 complaining to her but your mentor should be your sounding board and 584 00:42:52.180 --> 00:42:55.250 whenever you come across the barrier they're always going to help you to 585 00:42:55.250 --> 00:42:57.960 entangle because they've been where you are before and if they have it 586 00:42:57.960 --> 00:43:05.310 shouldn't be a mentor. Third would be to educate and prepare yourself because 587 00:43:05.900 --> 00:43:12.960 again for me stepping into marketing without formal marketing training and 588 00:43:12.960 --> 00:43:16.270 Olivia, listen, I am definitely not one to brag, I don't think I brag this 589 00:43:16.270 --> 00:43:21.130 entire interview, but I've been able to be a party to generating hundreds of 590 00:43:21.130 --> 00:43:26.450 millions of dollars in new business for the clients that success mint without 591 00:43:26.450 --> 00:43:31.090 any formal training. Okay, so that's just one fun fact that I'll give about 592 00:43:31.090 --> 00:43:35.420 Jonathan personally and successful as an agency um against all the wealth of 593 00:43:35.420 --> 00:43:38.920 knowledge that I've tried to provide your listeners Olivia during this 594 00:43:38.920 --> 00:43:44.740 conversation. But that was not magic. That was me saying to myself, like I 595 00:43:44.750 --> 00:43:48.000 have all of these barriers in front of me and I still got to make it to point 596 00:43:48.000 --> 00:43:51.690 B where these other guys are, they've been there for longer, they've been 597 00:43:51.690 --> 00:43:54.820 there and they're stronger, they've been there and they have more resources. 598 00:43:54.900 --> 00:43:58.020 I have this chip on my shoulder telling me you can't do it because you're not 599 00:43:58.020 --> 00:44:03.250 them and I was that guy, but I'm not Gary. The, I'll never be Gary. I'm john 600 00:44:03.260 --> 00:44:09.570 you know, don't allow those things to become the internal conversation that 601 00:44:09.570 --> 00:44:12.590 you have with yourself. If there is not something that you know, you have two 602 00:44:12.590 --> 00:44:16.990 options, you can either learn it or you can partner with somebody that loves it 603 00:44:17.000 --> 00:44:20.690 and then you'll always have that resource covered. For example, one of 604 00:44:20.690 --> 00:44:25.190 my biggest areas of opportunity with successful is I cannot don't put me in 605 00:44:25.190 --> 00:44:31.490 front of Martek. I don't like systems, I don't like coding, asked me to do any 606 00:44:31.490 --> 00:44:34.770 of these things and I will be like, I don't know, but you know what, I gotta 607 00:44:34.770 --> 00:44:37.730 have year over here and I've got, I knelt over there and we can get this 608 00:44:37.730 --> 00:44:42.480 done like learn how to, to give yourself permission to lean into the 609 00:44:42.480 --> 00:44:46.360 things that you're really, really good at, learn about the things that you're 610 00:44:46.370 --> 00:44:50.260 not so good at or you don't love and learn how to, you know if you're just 611 00:44:50.260 --> 00:44:53.430 starting out, learn how to partner with somebody that doesn't really really 612 00:44:53.430 --> 00:44:57.110 well or if you're an agency owner listening to this, give yourself 613 00:44:57.110 --> 00:45:01.730 permission please to let go of these things, you are an owner of a business, 614 00:45:01.730 --> 00:45:06.350 you are not an individual contributor, it's okay to say to a client literally 615 00:45:06.360 --> 00:45:10.250 in a conversation because they run their own business to, I don't know how 616 00:45:10.250 --> 00:45:15.940 to do that Greg but you know who does on my team is Javier here so I will 617 00:45:15.940 --> 00:45:19.540 connect you with Xavier and I will join the conversation to make sure all the 618 00:45:19.540 --> 00:45:23.560 dots connect. If I had to give three pieces of advice, it would be those 619 00:45:23.560 --> 00:45:28.010 three. Number one, give yourself permission Olivia number to find 620 00:45:28.010 --> 00:45:32.370 yourself a sounding board of great mentors And # three learn about the 621 00:45:32.370 --> 00:45:36.590 things that challenge you. Oh my gosh, well if I were to give a summary of 622 00:45:36.590 --> 00:45:42.940 your summary, it would be hope confidence and a dose of reality in PDB 623 00:45:42.940 --> 00:45:48.560 marketing. That is, that is so actionable. And I think that's, I think 624 00:45:48.560 --> 00:45:52.640 my favorite part of this is just how hopeful the spaces and how hopeful you 625 00:45:52.640 --> 00:45:58.790 are about, about what people can achieve. Oh my gosh, I have so much to 626 00:45:58.790 --> 00:46:02.110 think through. I'm so glad we got to talk and I'm and I'm really excited for 627 00:46:02.110 --> 00:46:07.780 our, for our listeners to um come along with us on this journey Jonathan. How 628 00:46:07.780 --> 00:46:12.470 can people learn more about success Mint and where can they go to connect 629 00:46:12.470 --> 00:46:17.280 with you and learn more about you? Um Well, success Mint dot C O is the best 630 00:46:17.280 --> 00:46:20.970 place not successful dot com. You'll end up on some, I don't know some 631 00:46:20.980 --> 00:46:26.090 domain but successful dot Ceo is probably the best Olivia. There's 632 00:46:26.090 --> 00:46:29.370 actually a video that I'll send you. It's about a minute and a half that 633 00:46:29.370 --> 00:46:34.140 describes boom. Um, so if you're not a person who likes to peruse through 634 00:46:34.140 --> 00:46:37.170 websites and you'd rather just get the abridged version of today's 635 00:46:37.170 --> 00:46:40.890 conversation, I think that the boom overview video is going to work really, 636 00:46:40.890 --> 00:46:44.670 really well or you know, hey, google, you know, google my name. See if I'm 637 00:46:44.670 --> 00:46:47.590 full of crap or not, you know, and you can decide for yourself if I'm worth 638 00:46:47.590 --> 00:46:53.600 listening to. I love that. Oh my gosh, well can people find you anywhere on 639 00:46:53.600 --> 00:46:56.980 social media or anything like that if they want to reach out to learn more. 640 00:46:56.990 --> 00:47:03.400 Yeah, absolutely. So all my handles are at Jonathan, J. Mentor jail, N A T H A 641 00:47:03.400 --> 00:47:08.610 N, the letter J and then mentor M E N T O R. That's my real last name. It's not 642 00:47:08.610 --> 00:47:13.490 like a moniker so that's on twitter and instagram I think you can find me on 643 00:47:13.490 --> 00:47:18.350 facebook the same way um, and then on linkedin, Jonathan J mentor, I love 644 00:47:18.360 --> 00:47:22.120 literally I am the most approachable person. Your message is not going to 645 00:47:22.120 --> 00:47:26.490 sit in my inbox for like you know seven days if you reach out and you're like 646 00:47:26.680 --> 00:47:30.960 you are the mentor there but or you know I want you to work with my company 647 00:47:30.960 --> 00:47:34.880 on market. Like I will answer like I'm literally sitting at my socialist so 648 00:47:34.890 --> 00:47:39.900 you can always reach me oh my gosh, well I am so so glad you joined me 649 00:47:39.900 --> 00:47:43.600 today on GDP growth and I'm so glad we know each other. 650 00:47:44.680 --> 00:47:45.700 Yeah, yeah. 651 00:47:46.880 --> 00:47:50.880 Is the decision maker for your product or service of BB marketer. Are you 652 00:47:50.880 --> 00:47:55.090 looking to reach those buyers through the medium of podcasting? Considered 653 00:47:55.090 --> 00:48:00.310 becoming a co host of GDP growth. This show is consistently ranked as a top 654 00:48:00.310 --> 00:48:04.460 100 podcast in the marketing category of apple podcasts, And the show gets 655 00:48:04.460 --> 00:48:10.040 more than 130,000 downloads each month. We've already done the work of building 656 00:48:10.040 --> 00:48:14.060 the audience so you can focus on delivering incredible content to our 657 00:48:14.060 --> 00:48:18.490 listeners if you're interested, email Logan at Sweet Fish Media dot com.