What's a Demand Funnel? ft. David Lewis

WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah, 2 00:00:05.140 --> 00:00:09.940 welcome back to VDV growth for another installment into our deep dive into 3 00:00:09.940 --> 00:00:13.740 demand generation. I'm Leslie Cruise with Sweet Fish Media and today I'm 4 00:00:13.740 --> 00:00:18.510 joined by David Lewis Ceo and founder of demands in international and for our 5 00:00:18.510 --> 00:00:21.970 listeners, demands an international is a global consulting and services 6 00:00:21.970 --> 00:00:27.010 company that helps sales and marketing teams achieve alignment, defined demand 7 00:00:27.010 --> 00:00:31.310 generation processes and create maximum advantage from marketing and sales 8 00:00:31.310 --> 00:00:34.960 technology systems. David thanks so much for coming onto the show. You 9 00:00:34.960 --> 00:00:37.610 started off this year actually with some big news. If you'd like to share 10 00:00:37.610 --> 00:00:41.740 that with our audience. We did. Thank you so much for having me, Leslie. So 11 00:00:41.740 --> 00:00:45.550 good to see your smiling face. Happy New Year. I don't I don't know if we 12 00:00:45.550 --> 00:00:48.430 can still say that because it's, you know, it's almost well it is april now, 13 00:00:48.430 --> 00:00:51.650 but I haven't seen you since the new year and it is good to see you. You 14 00:00:51.650 --> 00:00:55.550 know, we've all been so locked up. Yeah, we started the news the year with some 15 00:00:55.550 --> 00:01:01.620 really big news. Um we join forces with a company called Bdo Digital. So after 16 00:01:01.620 --> 00:01:07.170 13.5 years uh starting and running demand jin I really felt for our next 17 00:01:07.180 --> 00:01:12.140 phase of growth that it would be great to join forces with video and so we can 18 00:01:12.140 --> 00:01:15.610 go more into that if you want. But for your audience you'll still be able to 19 00:01:15.610 --> 00:01:21.100 find us for a while at demand shin dot com. But we are going to, it's an 20 00:01:21.100 --> 00:01:24.510 interesting topic for another time but we are going to eventually sunset the 21 00:01:24.510 --> 00:01:29.610 brand and just focus on video digital. Um, but yeah, that's our entire team 22 00:01:29.620 --> 00:01:33.480 joined the new organization. I am running the demand Generation groups. 23 00:01:33.480 --> 00:01:36.730 I'm staying on as a partner. I'm still gonna be doing my podcast which is 24 00:01:36.730 --> 00:01:41.390 demanded in radio and our Youtube channel which is demanded in tv. So not 25 00:01:41.400 --> 00:01:46.430 a lot has changed and yet everything has changed in terms of our ability to 26 00:01:46.440 --> 00:01:51.430 be global and to grow in scale with the tremendous demands that we've had on on 27 00:01:51.430 --> 00:01:55.380 the business. So it was really a growth strategy and we've been organically 28 00:01:55.380 --> 00:01:59.700 growing client funded type of agency for over 13 years and we decided to 29 00:01:59.700 --> 00:02:03.170 really take advantage of the next level of growth. The experiences that we were 30 00:02:03.170 --> 00:02:06.720 having, we needed to join forces with a company that could help us accelerate 31 00:02:06.720 --> 00:02:10.580 our own growth and help our clients on a broader scale good stuff. Growth is 32 00:02:10.580 --> 00:02:13.070 always the goal and that's that's really exciting news for you guys to 33 00:02:13.070 --> 00:02:17.900 congratulations on that. Yeah. And so today we're gonna be talking about 34 00:02:17.900 --> 00:02:22.580 demand generation of course and I personally would definitely consider 35 00:02:22.580 --> 00:02:27.160 demanding to be I guess a trending topic in the industry right now. And 36 00:02:27.170 --> 00:02:31.680 about a month ago we asked on linkedin for a real definition of demand jin. 37 00:02:31.680 --> 00:02:35.370 And everyone in the comments pretty much gave a different answer. So David 38 00:02:35.370 --> 00:02:40.460 as someone who is, you know, an expert in this field and you actually coined 39 00:02:40.460 --> 00:02:45.160 the phrase demand gen, Could you define demand generation in your own words? 40 00:02:45.640 --> 00:02:48.390 Yeah, I'm gonna I'm gonna give you a two part answer first. I think it's 41 00:02:48.400 --> 00:02:53.510 it's interesting for people to know where the term came from because so 42 00:02:53.510 --> 00:02:56.510 many people like yourself leslie know how passionate I am for sales and 43 00:02:56.510 --> 00:02:59.620 marketing alignment. Let's start off with the definition though. And then 44 00:02:59.620 --> 00:03:03.830 I'll then I'll give that little uh the legend story behind where dimension 45 00:03:03.830 --> 00:03:09.810 came from. So a lot of people mistakenly refer to demand gen and 46 00:03:09.810 --> 00:03:15.680 demand generation as like top of the funnel lee generation. And it was, I 47 00:03:15.680 --> 00:03:19.780 think for a lot of people, because it was an evolutionary term for them, 48 00:03:19.780 --> 00:03:24.410 right? They talked about legion in marketing and then lead became a very 49 00:03:24.410 --> 00:03:28.090 bad word in some ways because of what a misnomer it is and how it means 50 00:03:28.090 --> 00:03:31.550 different things to different people. So it's been a natural evolution for 51 00:03:31.550 --> 00:03:36.140 people to go from legion to demand chin. But like you said, let's really define 52 00:03:36.150 --> 00:03:39.920 what it is and and feel like I'm in a good position to do that. It's really 53 00:03:39.920 --> 00:03:45.670 the focus of targeted marketing programs to drive awareness and 54 00:03:45.680 --> 00:03:51.510 interest in a company's products and services. It's just that the focus of 55 00:03:51.520 --> 00:03:55.790 targeted marketing programs to drive awareness and interest in the company's 56 00:03:55.790 --> 00:04:00.540 products and or services. And I say marketing programs, some people might 57 00:04:00.540 --> 00:04:04.260 say, well that sounds a little narrow because what about the role of sales 58 00:04:04.270 --> 00:04:08.850 and the role of customer success in all that? And those are good points. But 59 00:04:08.850 --> 00:04:14.270 let's just really underscore it's about driving awareness and interest. That's 60 00:04:14.270 --> 00:04:18.899 what demand generation is. And to those other points, yes, it is not just a 61 00:04:18.899 --> 00:04:23.060 siloed function within marketing and that's why I want to make sure I told 62 00:04:23.070 --> 00:04:28.550 the story Leslie of where the term came to be. So we used to have this friday 63 00:04:29.040 --> 00:04:33.820 sales and marketing meeting. It was 11 o'clock every single friday at my last 64 00:04:33.820 --> 00:04:39.760 company at Ellie Mae. So this is circa 2000 and two from 2000 to 2000 and 65 00:04:39.760 --> 00:04:45.040 seven that period. And I noticed that like in that room when people sat down 66 00:04:45.040 --> 00:04:49.090 at the conference table, sales would sit on one side and marketing would sit 67 00:04:49.090 --> 00:04:52.310 on the other side of this big huge conference table. It was very much like 68 00:04:52.310 --> 00:04:58.410 boys and girls, cats and dogs, A separation of these two teams. And even 69 00:04:58.410 --> 00:05:02.850 the title of the meeting was the sales and marketing meeting. So I thought, 70 00:05:02.850 --> 00:05:07.960 you know what, we're one team, one focus on that driving awareness and 71 00:05:07.960 --> 00:05:14.530 interest. One team. So I rebranded the meeting the demand gen meeting and 72 00:05:14.540 --> 00:05:18.810 that's how we started using the term. Over and over that were the demand gen 73 00:05:18.810 --> 00:05:22.380 team. We're not sales were not marketing. We actually even had product 74 00:05:22.380 --> 00:05:25.960 marketing would attend at times in customer success. So that's that's 75 00:05:25.960 --> 00:05:31.970 really where the term came from. And one day I just decided I would register 76 00:05:31.980 --> 00:05:36.470 that domain and write a blog or something at some point about the 77 00:05:36.470 --> 00:05:39.710 importance of bringing sales and marketing together and the 78 00:05:39.710 --> 00:05:42.910 methodologies that we were practicing at Ellie Mae. What little did we know 79 00:05:42.910 --> 00:05:46.540 at that time that, you know, kind of the rest is history. I would start an 80 00:05:46.550 --> 00:05:50.070 agency called demand gen and that was the original name of the agency. Was 81 00:05:50.070 --> 00:05:53.630 demanding that later became demand in international when we went global and 82 00:05:53.630 --> 00:05:57.360 we re incorporated the name. But it was originally just demanding comma, inc 83 00:05:57.740 --> 00:06:01.760 and uh the rest the rest is kind of history. And so it's a little sad to 84 00:06:01.760 --> 00:06:06.060 think that we might, you know what, we are going to sunset the brand at some 85 00:06:06.060 --> 00:06:08.880 point as we become video digital. But it's really important from a marketing 86 00:06:08.880 --> 00:06:12.690 standpoint, as you know, to uh, you know, be one thing in the mind of the 87 00:06:12.690 --> 00:06:15.820 customer. We want to be video digital over time. But that will, that will 88 00:06:15.820 --> 00:06:19.090 happen over time. Yeah, thank you so much for sharing that story. That's, 89 00:06:19.090 --> 00:06:22.380 that's really interesting and it's exciting and I like where you guys are 90 00:06:22.380 --> 00:06:25.640 headed and where you're moving and you know, you talked a lot about sales and 91 00:06:25.640 --> 00:06:28.480 marketing alignment there and that's kind of where demand gen started and 92 00:06:28.480 --> 00:06:32.620 can you talk about why this is so important and you know what this means 93 00:06:32.620 --> 00:06:38.490 for success of a demand gen process. You can't grow a business without 94 00:06:38.490 --> 00:06:43.670 having a marketing function and a selling function. I want a caveat that 95 00:06:43.670 --> 00:06:49.450 which means the selling function might actually be your website that has an e 96 00:06:49.450 --> 00:06:53.810 commerce capability where someone puts in their credit card or their Apple Pay 97 00:06:53.820 --> 00:06:58.060 or what have you and conducts the transaction of the purchase. What I 98 00:06:58.060 --> 00:07:02.770 mean really is like in the buying process there is a purchase point and 99 00:07:02.770 --> 00:07:07.370 it's normally done by the sales function. And the reason it has 100 00:07:07.370 --> 00:07:11.260 historically been done by the sales function was because we didn't have the 101 00:07:11.260 --> 00:07:16.870 web, we didn't have e commerce and an individual person had to communicate 102 00:07:16.870 --> 00:07:20.610 the value and benefits of the product and then eventually get them to make 103 00:07:20.610 --> 00:07:28.010 the purchase. Now, I really believe the role of marketing has dramatically 104 00:07:28.010 --> 00:07:32.890 expanded and marketing in many organizations can provide the entire 105 00:07:32.890 --> 00:07:37.740 spectrum from awareness, interest, desire and the call to action and the 106 00:07:37.740 --> 00:07:41.880 action on the website and B two C. We see this every single day, but as a BdB 107 00:07:41.890 --> 00:07:47.010 focused podcast uh to be, to be focused community, there is still the need for 108 00:07:47.010 --> 00:07:52.330 sales, but they're more solve than sales right there. A trusted advisor, 109 00:07:52.340 --> 00:07:56.090 if they're in the right role to help that by or understand maybe the 110 00:07:56.090 --> 00:08:01.700 different versions of a solution or the different options and they will help 111 00:08:01.710 --> 00:08:05.600 facilitate that that process, interestingly enough palette on which 112 00:08:05.600 --> 00:08:09.900 is a leader right now and B two C company if you want to purchase their 113 00:08:09.900 --> 00:08:13.230 product, their bike, you actually still call somebody, I don't know if that 114 00:08:13.230 --> 00:08:17.650 sales or its marketing right? It's very gray area these days, but you don't 115 00:08:17.650 --> 00:08:21.370 actually make that purchase on the web because they want to make sure you will 116 00:08:21.380 --> 00:08:24.620 answer all your questions and ultimately buying the right device for 117 00:08:24.620 --> 00:08:28.720 it. But I imagine even that will change over time, but uh, market is in the 118 00:08:28.720 --> 00:08:32.220 pole position and a lot of people say after the acquisition, Dave, are you 119 00:08:32.220 --> 00:08:36.400 sticking around? I am so sticking around this because I'm not done with 120 00:08:36.400 --> 00:08:40.380 my mission. And the only time that I'm going to be done with my mission is 121 00:08:40.380 --> 00:08:46.880 when marketing really is responsible for the revenue of an organization and 122 00:08:46.880 --> 00:08:51.640 has the responsibility for the revenue growth of an organization and on a 123 00:08:51.640 --> 00:08:55.250 personal level is actually paid more than sales, which may be a little 124 00:08:55.250 --> 00:08:58.590 controversial, but I believe that marketing should be paid more than 125 00:08:58.590 --> 00:09:03.480 sales when they're at the point when they are driving the revenue and 126 00:09:03.480 --> 00:09:07.020 showing the revenue that they're driving. Yeah, that's good stuff. And 127 00:09:07.020 --> 00:09:10.190 this kind of you touched on this a little bit but I want to lean into for 128 00:09:10.190 --> 00:09:15.240 just a minute the future of marketing in the future of customer experience, 129 00:09:15.250 --> 00:09:19.010 you know, in the past year and a half or so the buying an engagement 130 00:09:19.010 --> 00:09:21.980 experience has completely transformed in the space, obviously due to the 131 00:09:21.980 --> 00:09:26.560 pandemic but also due to the fact of the constant evolution of marketing and 132 00:09:26.640 --> 00:09:30.570 what do you predict for the future of customer engagement and the buying 133 00:09:30.570 --> 00:09:36.560 experience? Yeah. Well, so I'm a huge technologist. I I've always been a 134 00:09:36.560 --> 00:09:41.050 technologist since I was 11 years old and started using a computer. I love 135 00:09:41.050 --> 00:09:46.420 technology. In fact if you look at my career, all my career really is helping 136 00:09:46.420 --> 00:09:51.710 people discover, learn and apply technology for their business for 137 00:09:51.710 --> 00:09:55.560 driving growth. If you if you unpack really what dave is all about at every 138 00:09:55.560 --> 00:09:59.250 company that I've been for the last couple decades, I'm all about embracing 139 00:09:59.250 --> 00:10:03.590 technology to drive growth in the nineties, it was the web and in 2000 140 00:10:03.590 --> 00:10:08.560 and beyond it's been Martek and sales tech. So in terms of what's happening, 141 00:10:09.040 --> 00:10:12.230 take a look at the role of technology. I'll just pick up my phone for a second. 142 00:10:12.240 --> 00:10:16.370 Okay, you can see my phone right here. Little tick tock message popped up, 143 00:10:16.380 --> 00:10:20.360 there's my phone, a bunch of different apps on it. This device changed 144 00:10:20.360 --> 00:10:24.520 everything, steve jobs and apple because they put the power of a 145 00:10:24.520 --> 00:10:31.670 supercomputer with Gps, e commerce, really. A tremendous set of core 146 00:10:31.670 --> 00:10:37.140 technologies in our hands. We can order a car while we're finishing up our 147 00:10:37.140 --> 00:10:41.240 dinner, we can order food. I right now, what I'm talking with you, I could 148 00:10:41.240 --> 00:10:45.100 either go to the subway app or I could go to door dash and order a meal. Have 149 00:10:45.100 --> 00:10:49.300 it delivered without ever talking to anybody? I can make a hotel reservation, 150 00:10:49.310 --> 00:10:54.320 I can get directions right. So we have, There's an entire generation of 151 00:10:54.320 --> 00:10:58.350 consumers that have grown up with a handheld device that can have a 152 00:10:58.350 --> 00:11:03.900 frictionless buying and delivery experience and I believe that just 153 00:11:03.900 --> 00:11:10.330 accelerated the web was the 1.0 version of really accelerating and creating a 154 00:11:10.330 --> 00:11:14.260 frictionless buying experience for knowledge and information. But now we 155 00:11:14.260 --> 00:11:20.530 have devices in our hands so that forced every company to rethink what 156 00:11:20.530 --> 00:11:24.170 their customer experience should look like wal mart started doing it years 157 00:11:24.170 --> 00:11:28.740 ago with the walmart greeter. When you walked in the store, a massive store 158 00:11:28.740 --> 00:11:33.510 like walmart said, let's have your very first touch. Be someone who can help 159 00:11:33.520 --> 00:11:37.680 direct you to where you want to go inside the store. Nordstrom was a 160 00:11:37.680 --> 00:11:41.790 trendsetter with saying, you know what? No questions asked. You buy something 161 00:11:41.790 --> 00:11:45.410 here, maybe you didn't even buy it here, but you come and return it. No 162 00:11:45.410 --> 00:11:48.730 questions asked, We will take the product back. And they looked at 163 00:11:48.730 --> 00:11:53.110 customer experience is like become frictionless and you have to, that is 164 00:11:53.110 --> 00:11:58.230 the word. You have to have a warlike mentality, warlike, kill it, Get rid of 165 00:11:58.230 --> 00:12:02.440 it, Get rid of friction in your engagement process, in your buying 166 00:12:02.440 --> 00:12:05.770 process and your customer experience and companies that don't do that. I 167 00:12:05.770 --> 00:12:09.860 don't care how good their product is going to be. They will go by one of the 168 00:12:09.860 --> 00:12:13.710 reasons I said, even the palatine has not not sponsored by Hilton right. 169 00:12:13.710 --> 00:12:20.220 Lastly, no, but the as why I predict that palatine at some point won't have 170 00:12:20.220 --> 00:12:24.650 to have you call somebody because I couldn't order a peloton bike over the 171 00:12:24.650 --> 00:12:27.590 weekend. They're missing two of the seven days of the week to make a 172 00:12:27.590 --> 00:12:31.140 purchase. Craziness. Right? So they'll get there. But they've decided that 173 00:12:31.140 --> 00:12:35.800 that's their, that's their go to market strategy for right now. So look, doc 174 00:12:35.800 --> 00:12:41.770 you signing is a place to remove friction, the length of your S. Ow even 175 00:12:41.770 --> 00:12:47.500 you're the number of call it flavors of your product can become friction. If 176 00:12:47.500 --> 00:12:51.690 you go to the story Leslie right? And you go and buy jelly. I was up in napa 177 00:12:51.700 --> 00:12:54.850 this week, I was at the Carneros Resort and Spa. I went into their little 178 00:12:54.850 --> 00:12:59.460 market, they had like 50 flavors of jelly. That could be actually too much 179 00:12:59.460 --> 00:13:03.360 because you as a consumer have too many options and I ended up buying nothing. 180 00:13:03.440 --> 00:13:08.070 But if they maybe had five different flavors of jelly, maybe it would have 181 00:13:08.070 --> 00:13:11.000 been easier for me to make a buying decision. And there's been tons of 182 00:13:11.000 --> 00:13:14.730 books and thought leadership on, you know, having variety. But too much 183 00:13:14.730 --> 00:13:18.790 variety is actually a bad thing. So customer experience, if I say going 184 00:13:18.790 --> 00:13:23.150 into 2021 beyond marketing sales, customer success, look at every point 185 00:13:23.150 --> 00:13:27.820 of friction in your business, in your marketing, in your sales process and 186 00:13:27.820 --> 00:13:31.800 get rid of it. And you will thrive if you do nothing else, you'll delight and 187 00:13:31.800 --> 00:13:35.840 keep more clients um let alone attract more to your business because you're 188 00:13:35.850 --> 00:13:39.990 easier to buy from becoming frictionless. I love that. And I wanted 189 00:13:39.990 --> 00:13:43.870 to talk also about, we could dive into this for a while, but I want to talk 190 00:13:43.870 --> 00:13:48.270 about the D three methodology that you talk about a lot on the podcast. And 191 00:13:48.280 --> 00:13:51.770 the D. Three methodology for those listening is a holistic model for 192 00:13:51.770 --> 00:13:56.140 maximizing revenue. And what I really want to discuss here is the demand 193 00:13:56.140 --> 00:14:00.410 funnel. And can you just tell me a little about what exactly that demand 194 00:14:00.410 --> 00:14:05.540 funnel is and why it lies in the analytic section of this model? Yeah, 195 00:14:05.550 --> 00:14:10.870 for sure. It is a like an anchor tenant within the D Three methodology for 196 00:14:10.870 --> 00:14:14.520 those that haven't seen it. Maybe you guys can put some links to it. If not, 197 00:14:14.520 --> 00:14:18.880 I'll just I'll just tell you guys you can look up D. Three methodology, 198 00:14:18.880 --> 00:14:25.500 letter D. Three. And and the reason I created it, Leslie is because there is 199 00:14:25.510 --> 00:14:30.180 always every year or every couple years, some shiny new methodology. Right? 200 00:14:30.180 --> 00:14:33.950 There was a B. M. There was content marketing, right? We keep every year 201 00:14:33.950 --> 00:14:38.780 having a new methodology that you should embrace. And oftentimes people 202 00:14:38.780 --> 00:14:42.620 think, well, do I sunset and stop doing something else or do I start, you know, 203 00:14:42.620 --> 00:14:46.540 do this. So the D three methodology, like you said, holistic model. It is 204 00:14:46.540 --> 00:14:50.150 here to stay. It will never go away and encourage people to check it out. If 205 00:14:50.150 --> 00:14:54.410 you want to see like a primer video on it on our Youtube channel. Demand jin 206 00:14:54.410 --> 00:14:58.920 dot tv is a fast pass to our Youtube channel and just look for the D three 207 00:14:58.920 --> 00:15:02.920 methodology. You guys maybe drop a link in the comments and it will give you in 208 00:15:02.920 --> 00:15:08.310 10 minutes the overview of it. It's very simple. The three D stanford 209 00:15:08.310 --> 00:15:13.640 demand creation, demand management and demand expansion because doing all of 210 00:15:13.640 --> 00:15:17.820 those three things right is what you're going to need to do to maximize revenue, 211 00:15:17.820 --> 00:15:22.490 maximize growth. But I unpack all that. And as you touched on, there's the 212 00:15:22.490 --> 00:15:26.610 demand funnel which is part of demand management, the second D area. And the 213 00:15:26.610 --> 00:15:31.260 demand funnel was also a topic that I wrote about in my book, which you want 214 00:15:31.260 --> 00:15:34.450 to download a copy of the book, feel free if you want to reach out to me on 215 00:15:34.450 --> 00:15:38.680 linkedin, I've got like an entire closet full of books. So if you want a 216 00:15:38.680 --> 00:15:42.770 physical one, I'm on the new york times best giver list. So I'm happy to give 217 00:15:42.770 --> 00:15:47.350 you a copy of it. But the demand funnel is really this, it's an inventory 218 00:15:47.350 --> 00:15:53.750 management system unless it's instead of the old approach of marketing, 219 00:15:53.750 --> 00:15:57.960 generating leads and throwing them over the wall to sales and hoping that they 220 00:15:57.960 --> 00:16:04.660 get followed up on the demand funnel was In a demand management system. It 221 00:16:04.660 --> 00:16:08.950 was the very like I said, the cornerstone of it and the idea was this, 222 00:16:08.950 --> 00:16:13.710 I took a look at the series decision demand waterfall that they called it 223 00:16:13.720 --> 00:16:17.910 going back maybe 10 years. And I saw their power point slides with the 224 00:16:17.920 --> 00:16:23.520 inquiry and MQ. Well, you know this, this funnel shaped strata inquiries at 225 00:16:23.520 --> 00:16:27.790 the top and then marketing qualified lead cells, acceptably as etcetera. And 226 00:16:27.790 --> 00:16:32.340 I said, I've been to the jelly belly factory actually near my house, which 227 00:16:32.340 --> 00:16:37.350 is like going to Willy Wonka's factory. And I was sitting there and I was 228 00:16:37.360 --> 00:16:42.200 taking a tour with my kids and I looked at the production process of these 229 00:16:42.200 --> 00:16:47.660 little tiny jelly beans. You know what I saw Leslie in one bin was the sugar 230 00:16:47.940 --> 00:16:52.510 and the other raw materials to actually make a jelly bean. And then in the next 231 00:16:52.510 --> 00:16:57.450 bin where all the jelly beans getting manufactured uh, in these, in these 232 00:16:57.450 --> 00:17:01.980 tanks. and then in the next set of bins, they were getting the color and flavor 233 00:17:01.980 --> 00:17:05.660 applied and they kept going through this process until they were packaged 234 00:17:05.660 --> 00:17:10.270 and done. And I said, you know what? Those little tiny jelly beans are leads, 235 00:17:10.640 --> 00:17:14.599 those little tiny jelly beans or leased? So why don't we bring a methodology? 236 00:17:14.609 --> 00:17:17.700 That's the name of my book manufacturing demand? Why don't we 237 00:17:17.700 --> 00:17:21.619 bring a methodology that enables marketing to say I've got this much in 238 00:17:21.619 --> 00:17:25.970 this, been this much in this bin and this much in this bin. I know the 239 00:17:25.970 --> 00:17:30.490 conversion rate from been Tubin Tubin, I know the manufacturing time it takes 240 00:17:30.500 --> 00:17:34.930 to go from being Tubin Tubin. So we took a very, you know, classic 241 00:17:34.930 --> 00:17:40.220 manufacturing approach to finish goods and the raw materials are leads and the 242 00:17:40.220 --> 00:17:43.220 Finnish good as a customer and that's where it came from. But of course we 243 00:17:43.220 --> 00:17:46.890 had to operationalize that in a marketing automation system, in the Crm 244 00:17:46.890 --> 00:17:49.910 system. And that's what we've done, you know, hundreds and hundreds of times 245 00:17:49.920 --> 00:17:53.750 for our clients. And it's, it's a game changer. It's, it's the way to generate 246 00:17:53.750 --> 00:17:58.220 demand. Fantastic. Makes sense when you brought up the thing about the jelly 247 00:17:58.220 --> 00:18:03.470 beans. Oh man. It's crazy. It's crazy how you were like, you know, you were 248 00:18:03.470 --> 00:18:07.510 so inspired by that, just going there and seeing that those are leads. But 249 00:18:07.510 --> 00:18:12.080 that's great. You recorded an episode on your podcast lately and I found it 250 00:18:12.080 --> 00:18:16.900 really valuable. And I think a lot of our listeners will too. And it was an 251 00:18:16.900 --> 00:18:21.930 episode about how to excel as a new marketer. So for anyone listening, who 252 00:18:21.930 --> 00:18:26.840 is a new marketer and who is looking to become an expert in demand gen, maybe 253 00:18:26.850 --> 00:18:30.600 eventually seeking a role as a director of demand gen or something along those 254 00:18:30.600 --> 00:18:35.700 lines. What are some tactical steps that you think are completely necessary 255 00:18:35.700 --> 00:18:39.200 in order to get there for the new marketer for the person who is just 256 00:18:39.200 --> 00:18:42.350 starting in their career marketing. I don't know if you realize but I love 257 00:18:42.350 --> 00:18:46.030 that you picked that episode because that was with my daughter Audrey and it 258 00:18:46.030 --> 00:18:50.100 was, it was a daddy daughter moment or I would say about a half hour of 259 00:18:50.100 --> 00:18:55.760 moments and it was really cool because I was talking with her as I do often 260 00:18:55.760 --> 00:19:00.440 about her role in her work and she had just graduated SAN Diego state, which 261 00:19:00.440 --> 00:19:03.260 graduation is kind of like an overstatement. I mean she did but there 262 00:19:03.260 --> 00:19:09.090 was no graduation tough year for Covid and she joined uh helium first as an 263 00:19:09.090 --> 00:19:15.220 intern and then full time. And I said to her, I said how's everything going? 264 00:19:15.220 --> 00:19:18.490 She started talking to me and I said you know what a great podcast episode 265 00:19:18.490 --> 00:19:21.440 that would make, like would you be up for that? She goes I've been asking you 266 00:19:21.440 --> 00:19:26.450 to be on the podcast of course. So we did this episode and we really unpacked 267 00:19:26.460 --> 00:19:30.160 the things that she has learned and done. The first thing I want to tell 268 00:19:30.640 --> 00:19:35.630 everybody and Audrey would not mind this at all is there is a very, very 269 00:19:35.630 --> 00:19:40.790 high degree of insecurity and marketing Leslie. I mean I don't know if it's in 270 00:19:40.800 --> 00:19:45.830 every other role because I haven't worked in my career in other roles. But 271 00:19:45.830 --> 00:19:49.920 I know some of the smartest, most talented chief marketing officers on 272 00:19:49.920 --> 00:19:54.700 the planet and they have impostor syndrome. They have fear and 273 00:19:54.700 --> 00:19:58.710 uncertainty and doubt about their own capabilities. And I think it's it's 274 00:19:58.710 --> 00:20:04.410 been I don't know if accelerated its more happening these years than any 275 00:20:04.410 --> 00:20:08.110 other time that I've witnessed it in my career because of the tremendous 276 00:20:08.110 --> 00:20:14.860 demands on marketers. You've got to be, you know, artsy fartsy and you've got 277 00:20:14.860 --> 00:20:19.080 to be a real geek, you know, you've got to understand technology and and 278 00:20:19.090 --> 00:20:22.540 everything in between. You've got to be a leader, you've got to be a coach, 279 00:20:22.550 --> 00:20:27.080 you've got to be a project manager, you have to have finance, you have to have 280 00:20:27.080 --> 00:20:34.130 data acumen you in many ways a CMO and a marketing leader has a lot of the 281 00:20:34.130 --> 00:20:38.650 responsibilities that I have had to have as a Ceo for the last 13.5 years. 282 00:20:38.660 --> 00:20:42.920 And I think that marketers would probably make some of the best ceos 283 00:20:42.920 --> 00:20:46.500 going forward because of that broad range of skills. So I encourage 284 00:20:46.500 --> 00:20:50.050 everybody listen to the podcast with with Audrey and I because she talks 285 00:20:50.050 --> 00:20:53.900 about some of those vulnerabilities that she's had and she's talked about 286 00:20:53.900 --> 00:20:58.330 what she's had to learn. And by the way, even after that podcast, she had an 287 00:20:58.330 --> 00:21:03.350 experience where she had to push a webinar live and you know, made a 288 00:21:03.350 --> 00:21:07.600 mistake as as we all do, we've all sent out the email with the bad hyperlink or 289 00:21:07.600 --> 00:21:10.730 we've sent out an email to the wrong segment or we've, you know, we've done 290 00:21:10.730 --> 00:21:14.770 something in marketing that we can't claw back and pull back in this case, 291 00:21:14.770 --> 00:21:18.010 you just need to hit the push button to publish it at the time they need to. 292 00:21:18.010 --> 00:21:23.190 But she was really hard on herself. And so my advice to marketers is first of 293 00:21:23.190 --> 00:21:28.310 all, get a peer group, get a peer group, throw me in it if you want it. Have a 294 00:21:28.310 --> 00:21:32.600 peer group of people who can help you with your journey. You are going to be 295 00:21:32.600 --> 00:21:37.220 learned and challenged with things. Well beyond that you ever expected as 296 00:21:37.220 --> 00:21:40.840 you go through and if you're just starting out, you might feel like, oh, 297 00:21:40.840 --> 00:21:45.610 would any CMO or marketing leader ever want to mentor or coach me? Absolutely. 298 00:21:45.620 --> 00:21:49.250 Because there's people like me who love to help you. That's why we do these 299 00:21:49.250 --> 00:21:51.430 podcasts, that's what we do the Youtube channel. That's why I have an 300 00:21:51.430 --> 00:21:55.540 organization to help marketers, literally the mission to become heroes. 301 00:21:55.550 --> 00:22:01.310 So first get a peer group and then second is try to become Jack of all, 302 00:22:01.320 --> 00:22:05.360 master of None literally have that as a goal. If you want to master one thing 303 00:22:05.360 --> 00:22:11.890 really, really well you can, but then you're a saw or a wrench or a hammer 304 00:22:11.900 --> 00:22:15.660 and you're gonna be really good at pounding in nails. But if you're take 305 00:22:15.660 --> 00:22:18.940 the approach of being a toolbox and know a little bit about everything and 306 00:22:18.940 --> 00:22:22.740 not a lot about too much, I believe you're going to be much more successful 307 00:22:22.740 --> 00:22:26.530 in your career. You'll also find where your passions lie and then, you know, 308 00:22:26.530 --> 00:22:30.330 spend the majority of your time doing those things that are really giving you 309 00:22:30.330 --> 00:22:34.430 energy, those things that give you energy, I'm sure Leslie, I love to ask 310 00:22:34.430 --> 00:22:37.950 you, like, flip a question back to you, of all the things that you get to do, 311 00:22:37.960 --> 00:22:41.550 how much is creating the podcast in terms of your happiness scale versus 312 00:22:41.550 --> 00:22:45.190 the other things that that you have to do. Yeah, that's a great question I was 313 00:22:45.190 --> 00:22:48.710 going to tell you, imposter syndrome is so real and I'm so glad you brought 314 00:22:48.710 --> 00:22:53.940 that up, because in my role it's real too. I mean I'm a producer, so I have 315 00:22:53.950 --> 00:22:58.640 multiple different clients I talked to every single day I have um not only 316 00:22:58.640 --> 00:23:02.370 that, but I also produced GDP Growth and now I'm hosting GDP Growth as well 317 00:23:02.380 --> 00:23:04.760 and I've found that hosting is something that I'm really, really 318 00:23:04.760 --> 00:23:07.580 passionate about because I get to learn from people all day long, I get to talk 319 00:23:07.580 --> 00:23:10.520 to different people in these industries, so that's what brings me joy and that's 320 00:23:10.520 --> 00:23:15.190 what I enjoy doing. So it's it is interesting though, how you said, 321 00:23:15.190 --> 00:23:18.100 become, you know, a Jack of all, master of none and I love that, I love that 322 00:23:18.100 --> 00:23:24.390 advice. Yeah. And and you've learned this too, like I'm on your podcast 323 00:23:24.390 --> 00:23:29.250 today, so I'm the guest and I showed up to give all of you listening as much 324 00:23:29.250 --> 00:23:32.680 knowledge as I possibly can in the short time that we have together. 325 00:23:32.690 --> 00:23:36.160 That's what I'm here to do. You guys are the hero listening. I'm here to 326 00:23:36.160 --> 00:23:39.750 just give you as much knowledge as I can spew out to you guys. Maybe you'll 327 00:23:39.750 --> 00:23:44.190 grab a nugget or two, right. Leslie is not the hero, I'm not the hero, you 328 00:23:44.190 --> 00:23:48.120 guys are the hero. And when you create content, if you just have that mindset, 329 00:23:48.130 --> 00:23:52.370 whether your public speaking and on stage that the audience is the hero, it 330 00:23:52.370 --> 00:23:55.860 takes this huge burden off of you to think that you gotta show up and be the 331 00:23:55.860 --> 00:23:58.920 star of the show because we are not the star of the show. You guys are, we're 332 00:23:58.920 --> 00:24:01.590 just here to get this knowledge out to you. So think about that, if you're 333 00:24:01.590 --> 00:24:05.700 creating content or doing some of the things that Leslie and I do, people in 334 00:24:05.700 --> 00:24:09.010 the room or the people in your that are listening to and you're there, the hero, 335 00:24:09.010 --> 00:24:13.440 not you. And that will help with this impostor syndrome a bit because um, the 336 00:24:13.440 --> 00:24:16.780 spotlight's not on you. It may feel like it is, but it's it's really on 337 00:24:16.780 --> 00:24:20.500 them and light up their lives, Light up their brains with the knowledge and 338 00:24:20.500 --> 00:24:24.340 experience that you have. That's great. That's tremendous advice to me. I know 339 00:24:24.340 --> 00:24:27.100 that our listeners are going to take that as well, so thank you so much, and 340 00:24:27.100 --> 00:24:32.020 David, this has been great. Um where can our listeners find you online if 341 00:24:32.020 --> 00:24:36.200 they're interested in learning more? Yeah, I didn't just throw out my 342 00:24:36.210 --> 00:24:41.100 accessibility. Everyone on my team knows that I am the I try to brand 343 00:24:41.100 --> 00:24:47.180 myself as the most accessible Ceo on the planet and to all of you. I wake up 344 00:24:47.190 --> 00:24:50.970 every single morning passionate about connecting with you and creating 345 00:24:50.970 --> 00:24:55.990 content for you guys so wholeheartedly. Um look me up on linkedin. Um you don't 346 00:24:55.990 --> 00:24:59.890 even have to write something if you add the connection, but it would be better 347 00:24:59.900 --> 00:25:05.310 if you just said something like listen to you on the podcast and then I know 348 00:25:05.310 --> 00:25:08.330 that there's a connection between us, that you're not some Rando just 349 00:25:08.330 --> 00:25:11.140 reaching out and why did you not write a longer message? But if you don't 350 00:25:11.140 --> 00:25:14.860 write a message, chances are I'm still gonna click connect and then if I can 351 00:25:14.860 --> 00:25:19.560 help you direct you to some content or have a conversation with you, I wanna 352 00:25:19.560 --> 00:25:22.920 help you advance your career. So start with linkedin and then the best places 353 00:25:22.920 --> 00:25:27.780 to consume the content that I have, and putting out, as you know, Leslie's on 354 00:25:27.780 --> 00:25:31.620 the podcast, which is demanding radio dot com. And I want to thank Sweet fish 355 00:25:31.620 --> 00:25:36.220 for help me get the podcast off the ground and then demand gen dot tv, 356 00:25:36.220 --> 00:25:39.400 which is the Youtube channel, which just let's say this Leslie on the 357 00:25:39.410 --> 00:25:42.860 imposter syndrome. I was with my daughter this weekend whose great 358 00:25:42.860 --> 00:25:47.420 influencer, very active on social media and I'm asking her advice on how to 359 00:25:47.420 --> 00:25:51.400 build my Youtube channel. I have not figured it all out. It's a new journey 360 00:25:51.400 --> 00:25:55.190 for me. I just started within the last year were up to about 700 subscribers, 361 00:25:55.190 --> 00:26:00.130 which to me like insecurity. That's nothing like I want to get 2000 and 362 00:26:00.130 --> 00:26:04.510 10,000, maybe even 100,000 subscribers because very niche, but I'm getting 363 00:26:04.510 --> 00:26:07.700 there. So if you guys have advice for me on how to make the Youtube channel 364 00:26:07.700 --> 00:26:11.090 that much more valuable to you, I'd love to hear what you'd like to see 365 00:26:11.090 --> 00:26:15.140 because it's a show and tell about Martek and sales tech and I love doing 366 00:26:15.140 --> 00:26:18.050 it. So hopefully you guys give me some advice and I'll give you plenty of 367 00:26:18.050 --> 00:26:22.020 advice in your career. It's easy to find. Look forward to connecting. Great, 368 00:26:22.030 --> 00:26:25.130 Fantastic. Well, thank you, David again, so much for joining us here on GDP 369 00:26:25.130 --> 00:26:30.690 growth. Thank you guys. Thank you guys for tuning in. Are you on linkedin? 370 00:26:30.700 --> 00:26:34.500 That's a stupid question. Of course, you're on linkedin here. Sweet fish. 371 00:26:34.500 --> 00:26:38.550 We've gone all in on the platform. Multiple people from our team are 372 00:26:38.550 --> 00:26:42.710 creating content there. Sometimes it's a funny gift for many other times. It's 373 00:26:42.710 --> 00:26:46.530 a micro video or a slide deck and sometimes it's just a regular old 374 00:26:46.530 --> 00:26:50.620 status update that shares their unique point of view on B two B marketing 375 00:26:50.630 --> 00:26:54.500 leadership or their job function. We're posting this content through their 376 00:26:54.500 --> 00:26:59.950 personal profile, not our company page. And it would warm my heart and soul if 377 00:26:59.950 --> 00:27:03.820 you connected with each of our evangelists, we'll be adding more down 378 00:27:03.820 --> 00:27:08.530 the road. But for now you should connect with Bill Reed, r C 00 calc 379 00:27:08.530 --> 00:27:12.490 Montgomery. Our creative director, dan Sanchez, our director of audience 380 00:27:12.490 --> 00:27:16.920 growth Logan Lyles, our director of partnerships and me, James Carberry. 381 00:27:16.930 --> 00:27:20.840 We're having a whole lot of fun on linked in pretty much every single day 382 00:27:20.920 --> 00:27:22.350 and we'd love for you to be a part of it.