Content-Led Account Based Marketing

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>> So you focus a lot on ADM and stuff?

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>> I do.

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So a lot of what we're focused on is actually a content led to

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account based program because admittedly there's a lot of noise in

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the market around you need this appropriate tech stack.

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You need like just honestly so much crap.

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So we're largely focused on a content led ADM program in order to validate your

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message and then scale it out through some of the tech stack.

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And inevitably through some of the paid channels.

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>> Nice, that's sick man.

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>> For any program that we're building, we've got a framework that we're using.

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That helps us to ensure that we are really mapping everything out appropriately

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So we've got first is the data piece.

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So the data piece is just who we're going after.

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We think through a lot of our programs is trigger based programs.

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So then the question is, why are we reaching out to the people in the first

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place?

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And for our sales teams that we partner up with,

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we're super focused in on you're gonna take my tail here.

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But we know we're just super focused in on like what's our reason to reach out.

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So if we don't have a clear reason, we should not be reaching out.

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That's why I love again, own content, own media.

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Because based on the own components, you can actually get really great trigger

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and

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signals.

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So.

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>> So all day we talked about all the media, all this stuff, building out shows

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Todd and I did a presentation, we even talked about building ABM shows.

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How do you see like all this own media stuff impacting ABM moving forward?

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>> Yeah, I mean, for an example, I run my own ABM programs.

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And largely what this turns into is we have potential clients that come in.

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And instead of focusing so much on education in the sales process,

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what we end up doing is they've come in having listened to 50 episodes at this

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point.

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So they're already bought in on the thought process and the approach.

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>> Yeah. >> Now it's just okay,

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I think I need this, what's the price?

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>> Right.

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>> So on this, didn't even know that it was an option.

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>> I mean either.

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>> So for us, what this turns into is our sales process is more of just,

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hey, this is the education that you already know.

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Now here's the price tag.

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And they already come in very well educated.

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Our sales cycles are now 30 to 45 days for $100,000 product.

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Or really a service.

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So again, you put all that together.

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That is the value of again,

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owns media in the perspective of how do we actually engage these target

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accounts.

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And as far as like how we actually get them in the podcast.

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Well, that was down with me.

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We run an outbound LinkedIn DM campaign that is entirely focused on audience

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growth.

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>> Okay. >> Okay.

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People can't buy from you if they don't know that you exist.

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So yes, you can leverage third party intent data.

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But what really is incredible is first party engagement data.

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>> Yeah.

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>> Has been a mechanism around.

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>> No, no thank you.

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>> Thank you.

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>> Around triggering your outbound program or your AVM program.

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So when you think about it from that perspective, again,

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the depth of the audience that you're going after intentionally plus

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marrying that up with the engagement signals that you'll get.

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I think it's the best way to actually have a rebuild an AVM program.

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>> Nice.

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I love that.

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>> Hey.

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>> Hey.

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Blue Beetle is really like sexy in his moves, but

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they're not good damage.

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That's where I think own media leads into is on that data piece.

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And then inevitably kind of the third part of our framework is the

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destination.

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And destination is all around content.

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So there are only the four parts to any AVM program.

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25% of it is what's the content we're using.

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The other 25% of it is actually the distribution components.

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And yes, own media can be a four part of that as a part of how you actually

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distribute information and keep an audience engaged.

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All right, you got me.

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>> One of the areas for you as far as how do you think own media land in the

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AVM program, what are your thoughts on it?

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>> I think the way that we use internal and external creators,

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specifically external creators, I think a great way to build that relationship

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over time is to reach out to people that you want to build those relationships

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with.

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And usually we would just invite them on a podcast,

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interview them.

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But I think we should go one step beyond that and

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say you're building a good customer success show or something.

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Have someone, like a customer success expert from one of the companies that

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you're trying to build a relationship, reach out to them and have them build

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this show.

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And pay them as a creator, as an influencer, as a creator,

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as an episode for you.

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>> Well, even in the context of an AVM program through a podcast,

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that's all great.

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But at some point, the show just becomes this new business channel and

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you kind of start to feel it.

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And that play alone is becoming a fairly decently known play.

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So it's losing its effectiveness overall.

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Whereas when you treat it as a relationship starting point,

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I ran a show for about two years called The Marketing Ladder and Unintentioning

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And I want to be super clear, this is unintentional at the time.

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It was all around helping CMOs and BP's marketing hire for their companies.

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And that what turned into is on a monthly basis,

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I would showcase all the CMOs and leaders that they've previously been on the

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show and

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were actively hiring.

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And as a result, I then had a monthly touch point that was a pure value add,

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where they enjoyed continuing to be here from me.

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Most people don't have any kind of mechanism after a podcast to keep engaged

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outside of, hey, by the way, we offer this product and

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the solution, would you want to come buy it?

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So it's not just how do you have the initial engagement,

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how do you have the ongoing inevitably meaningful engagement with these

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accounts

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that truly leads to them actually considering you for a buying decision.

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>> Yeah, holy shit, you're really good with this guy.

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So at the flash, I either do incredible or horrible.

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