How Do I Tailor Content to the Enterprise?
Should you change the way you create content based on the persona or ICP you're going after? And if so, how should it change? Obaid discusses that
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Unless someone's actively looking for that thing right now,
you're not gonna give a shit about purely product based content.
You're gonna tune it out.
But if you make it conceptual, make it a little fun,
then more people care about it,
not necessarily just the ones that are in market right now for your shit.
Do you remember zombies?
>> No, what the hell is this?
>> Like zombies come out of these holes and then you just, what game is this?
Call of Duty?
>> I don't know.
>> One question we got is how do I tailor my content if my ICP is enterprise B2
B sex?
What are your thoughts on that?
>> So I guess one of my first thoughts on it is are they trying to create,
is this coming from a marketer, like in terms of- >> Yeah.
>> Yeah.
>> Marketer, content creator, even a salesperson.
If there's someone like you that they're in sales but they create content and
stuff.
>> Yeah, cuz I think about it, so
I'm gonna, my answers will be more from the sales perspective.
Cuz I've obviously never been in a marketing content specific role.
But I get that question a lot in sales where it's like, my ICP is enterprise.
It's much higher up executives, they're not consuming content like that.
They're not compared to like S&B maybe where it's a little bit easier.
But I think for me it still comes down to or like when I created content where
my ICP is enterprise.
Like breaking down if you're a rep, the conversations you're having in sales
calls.
And the common problems you hear from them and just sharing those stories.
Again, this is coming from a sales perspective.
Like after every single sales call, what I used to do is just break down what
were
the common problems with things that came up or interesting conversations.
And then just start kind of sharing those, like let's say through LinkedIn or
create videos around it.
Cuz it's a really easy way to create content, you always have ideas.
>> Yeah.
>> I don't know, I mean, I don't know if it directly relates to enterprise.
But I think it's, it's kind of like it's applicable to enterprise, right?
Like, yeah, I guess the ultimate thing is that from the sales perspective,
it's not that big of a difference, right?
Like, if they're active on the platforms, we're even pretty confident.
>> Exactly, yeah.
I don't know, I mean, which I feel like my answer is pretty much kind of the
same.
Like, I think the only difference it makes with like an enterprise client and
like a smaller SMB client is there's just a lot more stuff in the sales cycle.
There's legal, there's security compliance, there's this, there's that,
there's a lot of red tape, got to get stuff signed off by the finance
department.
>> Yeah.
>> So it's just things like that when it comes to enterprise that are different
When it comes to content consumption and marketing to them, it's really,
like again, we say this all the time, like,
B2B still marketing to people.
But it's like, it's all it is, dude, like that 45 year old CMOCFO,
like he or she likes to laugh at stuff too.
Like, it's not any different.
I think, like if you look at like easy mode,
I do a podcast and like I curse like a sailor, you know what I mean?
And you would think like if you're targeting B2B, SaaS, enterprise,
you should be very professional, not cursed.
>> Yeah.
>> But you would be so surprised how many like CMOs I run into,
that they're like, hey, I listen to your podcast every day on my daily commute
to work.
And even it blows me away because I'm like, damn,
I cuss a lot on there.
Like, I think listen to this.
And when I ask them about it, they're like, yeah, dude,
it sounds like I'm just talking to a friend who just so happens to be talking
about marketing.
You are, you're always going to need a blend of stuff,
but you can't just make strictly entertaining content.
>> Yeah.
>> And expect that the drive stuff, like the insightful shit has to be there.
I think with enterprise, you just need to make sure that you're really doing
that.
Like, they're going to consume like the shows and the series and entertaining
content and stuff.
But it's just going to be straightforward.
>> Yeah.
Like things like white papers and stuff, they still have their place in
learning.
>> Yeah.
>> A lot of times, depending on the nature of what you're trying to learn,
you may want to watch someone explain it to you or you may want to read about
it in depth.
So I think with enterprise, it's just you got to make sure you're kind of just
taking all these boxes.
You can't just do one or the other thing.
You can't just do like only old school content or like only new school content.
Like it has to be everything.
The only thing I love to do with these guys, you probably know it too.
Just run around in a big circle and then just get them all in a straight line.
And then kind of just line them up and then aim at their heads.
>> Yeah, I was getting cooked.
>> I'm out of ammo crap.
Also, you have like one special weapon.
If you press these two buttons together, I'm just going to drop like this bomb
thing on the ground that like,
see like this.
>> Oh, shoot.
>> And when you get them all like gathered up, that's like really effective.
>> Oh, God.
>> That's good to know.
>> What are you guys doing with the, what's the plan with all the self-better
stuff?
What are you all doing?
>> Yeah, so we run a daily sales show.
So like every weekday to the last two or three years.
Or I guess two years now.
>> Wow.
>> We've been running, yeah, every weekday.
And so we did a couple of live shows in studio.
>> I think we hit like a registration record.
Oh, I'm dead.
>> Oh, I'm dead.
>> Oh, damn.
You actually got away.
Holy shit.
Holy shit.
>> I'm cooked.
I'm fucked.
>> Manship.
>> I'm dead.
>> Wanna run it back?
>> Yeah, I was run about.
>> Let's do it.
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