547: A Proven Strategy That B2B Marketers Need to Implement w/ Steve Pratt

ABOUT THIS EPISODE

In this episode we talk to Steve Pratt, Partner at Pacific Content.

A relationship with the right referralpartner could be a game changer for any B to be company. So what if you couldreverse engineer these relationships at a moment's notice, start a podcastinvite potential referral partners to be guess on your show and grow yourreferral network faster than ever learn more at sweetfish media. DOTCOM, you're listening to the Beta, be growth,show a podcast dedicated to help hin bee to be executive, Achiev, explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show all right. I am here today with StevePrat, his the CO founder one of the cofounders at Pacific content, steeve.How R you doing today, I'm good so Steve, we've talked we've had you, Ithink we had you on Bto B grorth a while back. We've also talked to you mone of our summits that we did earlier in the years, so you and I have havejammed on the topic of podcasting. A few different times were here atmarketing, proevent be to be marketing for Hem, and you just did a talk onreally questions. That brand should be asking about podcasting th they're notasking- and I was I was in the session and th. U H you and your Client Dell,the marketing director for Del did a phenomenal job of o presenting theupside to podcasting, but, as we were talking right before, we hit record onthis just really interested. You know with us being a a potcast agency,specifically selling, to B to be marketers. We've just seen a lot ofpushback in selling to you know CMO or vpv marketing and a BEAUTB company. Itjust seemed to not really get why they should be doing bodcasting.You guys felt not just exclusively to Berebrands, but you have some buty Bcompanies that that are leveraging...

...broadcasting and seeing results, andyou had some really interesting ideas on why more btbe marketers aren'tembracing the medium I'd love for you to Ju kind, O unpack, those for yeahsure Um. I think, there's a few. I mean one, the type of podcast T, a that we do isis designed to be kind of like, like a show, an original show. It's not reallydesigned to be a piece of marketing, and it's not meant to talk about yourproducts and services. Overtly most people don't want to downloadinfomercials. So in a way it's at that top of funel brand level. When you doit right and if you're a company that wants to do brand level, you know marketing youwill be hardpressed to find a better medium than doing an original podcast. I think mostpeople when they think about it, potcast want short term businessresults. They want something in the next quarter. Um Iaeso many peopleasking me well do people give me their email address to download the potgastjust because there's a lack of education or on what pacasiing is, andso, if that is the question, you're asking me, then clearly you're Wan,like to your point, you're, wanting that a short term result. You want theemail address, so you cand, nurture them to direct response. Advertising in otherpodcast is a great way to do that. Like you know, you can just look at theadvertisers ind the poncosting space, there's a ton of direct responseadvertisers. They would not be staying there if it wasn't driving on resultsfor them, yea, but actually creating your own podcast. I think, is wayfurther up the funnel and I think that probably discourages some people fromgetting into the space. I think also there's you know, there'sso much talk about video in the BTB marketing space y right now, Um thataudio kinda gets overshadowed and in a way I totally get it like. Videoworks really really well On facebook or you know, going live on instangram orsnap Chot, but itis. Interesting though, because would be to B, you don't see alot of B to be marketers talking about...

...facebooks snapchat instagram. Yet theyare all talking about video, yes yeh, and so you had mentioned. You had areally great explanation around it's so white hot now that you mentionedearlier, like audios. Just kind of getting passed over, which I totallyagree with Garyv seems to be the only guy. That's really saying audio iswhere you absolutely need to be Alex of voice podcasting, because you can do itpassively. That's how I consume contentlie. We were talkng when we weretalking before like you're in the car you're driving like you're, producingtwenty five minute shows because the average commute is twenty six minutesor you know some of the numbers you were saring earlier yeah. I an like,like everything else like video like this is obvious, but is a screen base,medium yeah and there's so much video they're, notdisputing the videos, a great tool, but there is so much video out there and itis tied to being on a screen all the time. It's a really competitive spacelike you've got to make really fantastic video content, able to standout and and get noticed in that space audio is, is a nonscreen based mediumit it there's, no competition for it when you're driving a car when you'reworking out when you're walking your dog when you're cooking dinner, all thethings when you cannot look at a screen- and you know if you think about theamount of time that somebody might spend watching a video abot BTB. It'sprobably a couple of minutes- tops itpodcasts. When you do it right. Youknow people will listen for twenty five minutes. If you tell a great story andyou do a great job and it's compelling valuable content, you've got an amazingopportunity to captivate and really engage an audience at a different level,and you know as a brand when you start really thinking like okay, I can get into a less crowdedchannel. If I make a fantastic show,...

...there's an opportunity to cut throughmuch more easily than there isin a video side, and would I like toactually have my brand voice come to life in an actual voice and have itinside somebody's ears for half an hour every week or two or daily, or wheneverpublishing schedule it's it's a remarkably compelling space for brands.I just don't think that all of them fully understand what the opportunityis yet so wanting short term results, being one reason that baby marketersaren't, you know seemingly ar not embracing podcasting like they shouldbe, video being so white hot and everybody being focused on video, thataudio is just kind of getting swipped undo the rug. One thing that youmentioned is the way that dells show that you guys produce is calledTrailblazers and Walter Isaacs in the guy that wrote the Steve Jobs biographyhosts that show which is incredible. I've been a subscribe to that show andlove the content, but they an episode too. I think you guy said you did a astory about the guy that basically invented the digital camera. He workedfor a CODAC, he presented it to executives there and they essentiallypapood the idea like no like this. This it looks weird like, and it doesn'tlook as good as being able to take them into the Photoshop and print you out.Yeah no value in in in this digital camera thing, twenty years later,they're out of business because they didn't you takin out of business bydistal cameras on a technology. They were literally sitting on and and it'sfascinating, you know, O you know, hearing the real perspectives of theperson who Hanvendet the camera, but also of CODAC executives are like. Iknow it sounds dumb now, but in Igight, when you were there like it, you knowit's a very different story, not kind of get dunked into this. So all that tosay you know that specific episode Del had a communication plan, specificallyfor that episode with intogram tapping into a lot ofdifferent photography, Hash Tags, and the third point that that I took awayin our kind of our preconversation.

It's just thinking about distribution.They you know del originally went into it. Thinking cxos were who you knowthis this, so we need to have content that directly correlates to a CX O, butther're adjacent topics all over the tixs all over the place. Tha C xos areinteshumanous yeah ye right, and so I think not thinking widely enough aboutwhat your target buyer is actually interested in and thinking, and thereare actually a lot of really compelling ideas that we can build a show aroundthat aren't necessarily directly about. I T security that we could get an IP securityexecutive that we want to buy our be to be product to buy by producing a compelling show about abigger idea. I guess, like, like the trailblazer show, is designed for cxosH, who are not sure about how to deal with all the digital disruption intheir industry. They're worried that, like you know what is going to be theUber of Ur Industry that comes along and disrupts us so del Technologies. Is this relativelynew brand? That's kind of been crated by the merger of Dellam EMC they've gota suite of companies that are experts, indidial transformation, but it's a new company. So they want toAssociet it their company and just let people know this. This group of youknow senior C sweet executives, but that's what they stand for. Every episode is the story of adifferent industry being disrupted and where the innovation comes from andgoing inside those stories of the people who are there, it opens U to being able to we're ointo do one about the car industry. We're going to do one about the musicindustry, about healthcare or finance industries, or you know, like movies, musicphotography. You know things that are you know. A lot of people would beinterested in, but the core of it is there'r stories of innovation anddisruption and how people dealt with it when you take that little bit of adistance around like we're going to tell stories with a theme, but theactual individual stories can be very...

...different. All of a sudden you e got avery broadly apper. Appealing show that people get what you stand for withouthaving to tell them overtly about it like just when you're talking about I,it security we're doing a show with macafe, and you know you probably haveconceptions about what their brand is based on their history ind there theyhave some really seriously deep expertise in cibrer security, and youknow one of the hottest topics and current events in the last couple ofyears has been hackers and cyber security. The obvious path to what a show formacate would be. Oh, let's get some cibrer security experts to sit down andtalk and tell people the information they need to know to protect themselvesin this era of hacking and leaks, and all these sorts of things right. The leap that we kind o took to findthat gap was, let's create a firmat that gives you that information, but isactually telling stories that are interesting to listen to. So the formatis more like mythbusters for CIBER security, where we'll take somethingthat you may have seen in a movie or a T v show than involves hacking and saylike well. How hard is that to do in the real life like I, should I reallybe worried about somebody taking over my Webcam? Should I really be worriedabout using Public Wifi, you know: Is there any resk that somebody's reallygoing to hack my car and we actually go and get real hackers to go? Do that toour host, and so he gets hacked all the time. It's great am, but you knowsuddenly you take something t at may not be something u're like. I wouldlike to sign up and listen to a CIBRE security, podcast tos, something that,like like honestly tons and tons of people, are listening to the show and it's created by maccathe and a lot of their target market yeahand it', giving people the information that they need to know, but it' tellingthat it's giving it to them in a way that they're really enjoy getting theinformation and talk about it. And you know your you know, mother to the DEL,show the trailblazer show or the...

...macofeee show a bunch of them now likethe audience reaction is treating it like a real show, and I think that'sthe big opportunity that most marketers don't understand is that, like B to BYouare still talking to real people who are going to make decisions, but yougotta, there has to be a level of entertainment and and quality in theprogramming you're creating B'cause you're competing with all their sparetime M, and you know there it's like. Well, I could listen to this Americanlife or I could listen to my playlist of favorite music on spotify, regularcat, video, yeah um or I could listen to a B to be pod CAS,so the be to be pod cast had better be pretty pretty great you're competingwith that styl. I just think that that's, maybe the the hurdle peoplehaven't been able to get over is like what is our show. That's going to beable to have that impact and Um, you know, or even having considered that that's apossibility. So we another thing you talked about in your talk, was measurement and how Brans shouldthink about measuring the success of the show M. You- and I are are similarin that that you know most people think oh well, you measure it and downloadsyou and I both agree that that's that's actually not the first thing you shouldbe looking at talk to us about how you think brand should be looking atmeasurement yeah I mean I, we always tir when Rwhen we're working with aclient to say, like you, K, Ow, why do you want to make a podcast like whatare there? What are the reasons that that you're talking to us about this?What are the important business schools you're trying to achieve, and whatwould success actually look like for you? Almost nobody says like well I'dlike a million downloads and that's it right. Like they're likewell, we have abusiness problem, we're trying to solve so again just use the Dell example,it's they're relatively new brand and theywant to establish themselves as experts and digital transformation to cxos. So,fundamentally, it's a Brando, we're...

...innocent positioning problem to solveand we e we have three big areas of measurement, so the first one is at thebrand level like. Are you actually letting more people know who you areand what you stand for and are they getting it? The second one is the audience reactionlike wh. Are People Liking? The show are they talking about it? Are yougetting kind of tha sentiment, an the engagement levels that you want withthe show, and then the last one is consumption 'cause the consumption.Obviously, matters like how mady downloads you're getting how manysubscribers you have, but that's more a measure of the success of your reachingyour target Outonto, something that they really enjoy doing. Yeah Um we've been really lucky to find a anaudience: Research Partner that a company called audience insights inTorondo. That has done a huge amount of audio testing with audiences in thepast and they've been doing a lot more podcasting work with us Um to be ableto actually get panels of the target audience for the shows. Have themlisten to a show or two fellow O survey Um and the results are pretty. Likesurprisingly, awesome like the brand recall is like you know,aided and unaided is usually in the seventy to eight Yo know Hig. Eightypercent range th on the dull survey. It was like over ninety percent of themlearned something new loved or like the show, and would tell somebody elseabout it, and the brand favorability for dela went uplike eighty two basis points or something like that from Tesinte show,and people like directly connected. I understand Dell technologies stands forinnovation and transformation. After listening to this show, that is a bigger success than thenumber of downloads, even though the downloads have been far beyondanybody's expectation, but I think it's really like. Are you actuallyconnecting? You know the goals of the show with theaudience and what they're taking away from it see? This has been awesome. Ifsomebody listening to this wants to...

...stay connected with you, they want tolearn more about Pacific content. How can they go abo doing at ecause? I Ahyphen content. Dot coms is the best way and then you're on Lino Yeah, I'mon Lindon twitter at Stve, Prat Ca, I'm not a churter Ta count, and there wassome I'm from Canada. If you can't tell from my hoser accent, but it asomething to do with the Canadian thing of ste a S. Yes, be you so much o your time think shameit's always a pleasure talking. If you'RE ABE TO BE MARKETER, we wantto feature you on sites like Puffington, post, social media, Examar and chiefmarket. Every week we send down a question related to be to be marketing.We use the responses to those questions to fuel the content. We write forreally popular websites en over to sweetfish, metiand, tcom, baklashquestions and sign up today. Thank you so much for listening until next time.

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