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 referral partner could be a game changer for any be to be company. So what if you could reverse engineer these relationships at a moment's notice, start a podcast, invite potential referral partners to be guests on your show and grow your referral network faster than ever? Learn more. At Sweet Fish Mediacom you're listening to the be tob growth show, a podcast dedicated to helping be to be executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. All right. I am here today with Steve Pratt, is the cofounder, one of the CO founders, at Pacific content. Steve, how you doing today? I'm good. So, Steve, we've talked. We've had you. I think we had you on BB growth a while back. We've also talked to you one of our summits that we did earlier in the year. So you and I have have jammed on the topic of podcasting a few different times. We're here at marketing PROPS EVENT BE TOB marketing for him and you just did a talk on really questions that brands should be asking about podcasting that they're not asking, and I was I was in the session. I thought you and in your Client Dell, the marketing director for Del did a phenomenal job of presenting the upside to podcasting. But, as we were talking right before we hit record on this, just really interested at you know, with us being a PODCAST agency specifically selling to be to be marketers, we've just seen a lot of pushback in selling to the CMO or VP of marketing and a BB company. They just seem to not really get why they should be doing podcasting. You guys felt not just exclusively to be rebrands, but you have some...

...betb companies that that are leveraging podcasting and seeing results and you had some really interesting ideas on why more beatb marketers aren't embracing the medium. I'd love for you to just kind of unpack those for us. Yeah, sure, I think there's a few. I mean one, the type of podcast that we do is designed to be kind of a like like a show. It's an original show. It's not really designed to be a piece of marketing and it's not meant to talk about your products and services overtly. Most people don't want to download infommercials. So in a way it's at that top of funnel brand level when you do it right, and if you're a company that wants to do brand level, you know marketing, you will be hard pressed to find a better medium than doing an original podcast. I think most people in they think, but a podcast, want short term business results. They want something in the next quarter. It's so many people asking me, well, do people give me their email address to download the podcast just because there's a lack of education or what podcasting is? And so if that's the question you're asking me, then clearly your want, like to your point, you're wanting that short term result. You want the email address so you can nurture them to and you went and direct response advertising, in other podcast is a great way to do that. Like there's you know, you can just look at the advertisers in the podcasting space. There's a ton of direct response advertisers. They would not be staying there if it wasn't driving results for them. Yep, but actually creating your own podcast, I think, is way further up the funnel and I think that probably discourages some people from getting into the space. I think also there's you know, there's so much talk about video in the BB marketing space right now that audio kind of gets overshadowed. And you know, way, I totally get it. Like video works really, really well On facebook or, you know, going live on instagram or Snapchat, which is interesting, though, because would be to be you don't see a lot...

...of B tob marketers talking about facebook, snapchat, instagram, yet they are all talking about video. Yes, yeah, and so you had mentioned you had a really great explanation around it's so white hot now that you mentioned earlier, like audios just kind of getting passed over, which I totally agree with. Gary v seems to be the only guy that's really saying audio is where you absolutely need to be a Lexi voice podcasting, because you can do it passively. That's how I consume content, like we were talking, we were talking before, like you're in the car, you're driving, like you're producing twenty five minute shows, because the average commute is twenty six minutes. So you know some of the numbers you were sharing earlier. Yeah, I'm like like everything else, like video like this is obvious. But is a screen based medium. Yeah, and there's so much videos that. I'm not disputing the videos a great tool, but there's so much video out there and it is tied to being on a screen all the time. It's a really competitive space, like you've got to make really fantastic video content to be able to stand out and and get noticed in that space. Audio is and is a non screen based medium. It there's no competition for it. When you're driving a car, when you're working out, when you're walking your dog, when you're cooking dinner, all the things when you cannot look at a screen. Yeah, and you know, if you think about the amount of time that somebody might spend watching a video about B to be, it's probably a couple minutes tops. Right podcasts, when you do it right, you know people will listen for twenty five minutes. If you tell a great story and you do a great job and it's compelling, valuable content, you've got an amazing opportunity 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 crowded channel. If I make a fantastic show, there's...

...an opportunity to cut through much more easily than there is in the video side. And would I like to actually have my brand voice come to life in an actual voice and have it inside somebody's ears for half an hour every week or two or daily or whatever publishing schedule is. It's a remarkably compelling space for brands. I just don't think that all of them fully understand what the opportunity is yet. So wanting short term results being one reason that bb markers aren't you seemingly are not embracing podcasting like they should be. Video being so white hot and everybody being focused on video that audios just kind of getting swoket under the rug. One thing that you mentioned is the way that delves. Show that you guys produce is called Trailblazers, and Walter Isaacs in, the guy that wrote the Steve Jobs biography, hosts that show, which is incredible. I've been a subscriber to that show and love the content. But they in episode two, I think you guys said, you did a story about the guy that basically invented the digital camera. He worked for Kodak presented it to executives there and they essentially putpoo the idea like no, like this, this looks weird, like and then doesn't look as good as being able to take them to the Photoshop and print them out. You no value and in this digital camera thing. And in twenty years later they're out of business because they didn't you take it out of business. Bi digital cameras on a technology they were literally sitting on kind of and as fascinating, you know, on you know, hearing the real perspectives of the person who invented the camera, but also of CODAC executives are like, I know it sounds dumb now, but in a hime sight when you were there, like it. You know, it's a very different story. How kind of get dunked into this. So all that to say, you know that specific episode Dell had a communication plan specifically for that episode with Instagram, tapping into a lot of different photography hashtags. And the third point that I took away in our kind of our...

...pre conversation it's just thinking about distribution. They, you know, Dell originally went into it thinking cxos or who. You know this this. So we need to have content that directly correlates to a CX Oh, but there are adjacent topics also over the pans, all over the place, that the sex, those are interest humans. Yeah, right, and so I think not thinking widely enough about what you were target buyer is actually interested in and thinking and they're actually a lot of really compelling ideas that we can build a show around that aren't necessarily directly about it security, that we could get an IP security executive that we want to buy our BB product to buy by producing a compelling show about a bigger idea. I guess sounds like like the trailblazer show is designed for cxos who are not sure about how to deal with all the digital disruption in their industry. They're worried that, like, you know, what is going to be the Uber of our industry that comes along and disrupts us? Yeah, so dell technologies is this relatively new brand that's kind of been created by the merger of Dellan AMC. They've got a suite of companies that are experts in digital transformation, but it's a new company. So they want to associate their company and just let people know this. This group of you know, senior sea sweet executives, but that's what they stand for. Every episode is the story of a different industry being disrupted and where the innovation comes from and going inside those stories of the people who were there. It opens up to being able to say we're going to do one about the car industry, we're going to do one about the music industry, about healthcare or finance industries or that you know like movies, music, photography, you know, things that are you know a lot of people would be interested in, but at the core of it is their stories of innovation and disruption and how people dealt with it. When you take that little bit of a distance around, like we're going to tell stories with the theme, but the actual individual...

...stories can be very different, all of a sudden you got a very broadly appear appealing show that people get what you stand for without having to tell them overtly about it. Like, you know, just when you're talking about it security, we're doing a show with macafee and you know you probably have conceptions about what their brand is based on their history in there. They have some really seriously deep expertise in cybersecurity and you know one of the hottest topics and current events in the last couple of years has been hackers and cybersecurity. The obvious path to what a show for macafee would be. Well, let's get some cybersecurity experts to sit down and talk and tell people the information they need to know to protect themselves in this era of hacking and leaks and all these sorts of things. Right, the leap that we kind of took to find that gap was let's create a firmat that gives you that information but is actually telling stories that are interesting to listen to. So the format is more like mythbusters for Cybersecurity, where will take something that you may have seen in a movie or TV show that involves hacking and say like, well, how hard is that to do in the real life? Like it? Should I really be worried about somebody taking over my Webcam? Should I really be worried about using Public Wifi? I you know, is there any risk that somebody's really going to hack my car? And we actually go and get real hackers to go do that to our host and so he gets hacked all the time. It's great, but you know, suddenly you take something that may not be something you're like, I would like to sign up and listen to a cyber security podcast. Is something that like, I like. Honestly, tons and tons of people are listening to this show. Yeah, and it's created by McAfee and a lot of their target market. Yeah, and it's giving people the information that they need to know, but it's telling it's giving it to them in a way that they're really enjoy getting information. Yeah, and talk about it and you know, we're you know, whether it's the Dell show,...

...the trailblazer show or the macafee show, a bunch of them now, like the audience reaction is treating it like a real show, and I think that's the big opportunity that most marketers don't understand is that like be to be you're you're still talking to real people who are going to make decisions, but you gotta there has to be a level of entertainment and and quality in the programming you're creating, because you're competing with all their spare time and you know they're it's like, well, I could listen to this American life or I could listen to my playlist of favorite music on spotify, rightelist cat video, yeah, or I could listen to a BB podcast. So the BB podcast better be pretty, pretty great if you're competing with that stuff. I just think that that's maybe the hurdle people haven't been able to get over as like, what is our show that's going to be able to have that impact and you know, or even having consider that that's a possibility. Yeah, so we another thing you talked about in your talk was measurement and how brands should think about measuring the success of the show. You and I are similar in that that you know, most people think, Oh, you measure it in downloads. You and I both agree that that's that's actually not the first thing you should be looking at. Talk to us about how you think brands should be looking at measurement. Yeah, I mean, I I we always start when we're when we're working with a client, to say like, you know, why do you want to make a podcast, like what are the what are the reasons that that you're talking to us about this? What are the important business goals you're trying to achieve and what would success actually look like for you? Almost nobody says like well, I'd like a million downloads and that's it right, like they're like, well, we have a business problem or trying to solve. So again, just use the duel example. It's there a relatively new brand and they want to establish themselves as experts and digital transformation to see EXOS. So fundamentally it's a brand awareness and positioning problem to solve...

...and we have three big areas of measurements. So the first one is at the brand level, like are you actually letting more people know who you are and what you stand for, and are they getting it? The second one is the audience reaction, like what are people liking the show? Are they talking about it? Are you getting kind of the sentiment and the engagement levels that you want with the show? And then the last one is consumption, because it the consumption obviously matters, like how many downloads you're getting, how many subscribers you have, but that's more a measure of the success of you're reaching your target audience. Is something that they really enjoy doing. Yeah, we've been really lucky to find a an audience research partner, that a company called audience in sights in Toronto that has done a huge amount of audio testing with audiences in the past and they've been doing a lot more podcasting work with us to be able to actually get panels of the target audience for the show's have them listen to a show or two, fillow to survey and the results are pretty like surprisingly awesome. Like the brand recall is like, you know, aided and unaided is usually in the seventy two, eight, you know, high eighty percent range. That on the Dell survey it was like over ninety percent of them learn something new, loved or like the show and would tell somebody else about it. And the brand favorability for all went up like eighty two basis points or something like that from listening to the show and people like directly connected. I understand Dell technologies stands for innovation and transformation and after listening to this show, that is a bigger success than the number of downloads, even though the downloads have been far beyond anybody's expectation. But I think it's really like, are you actually connecting, you know, the goals of the show with the audience and what they're taking away from it? I love it, stee. This has been awesome. If somebody listening to this wants to stay connected with you, they want to learn more about Pacific content.

How can they go about doing that? Because of a contentcoms it is the best way. And then you're on Linkedin. Yeah, I'm on Linkedin twitter at Steve Pratt's sea. I'm not a chartered account and there was some I'm from Canada. If you can't tell from my user accent, it has something to do with a Canadian thing of Steve Patsy. Yes, love it. awesviously. Thank you so much for your time, Kah. Thanks, James, it's always a pleasure talking. If you're a be tob markeeter, we want to feature you on sites like Uffington Post, social media examiner and chief marketer. Every week we send out a question related to be to be marketing. We use the responses to those questions to fuel the content we write for really popular websites. So head over to sweet fish MEDIACOM backslash questions and sign up today. Thank you so much for listening. Until next time,.

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