554: The Cost of Inconsistent Marketing Collateral w/ David Kerr

ABOUT THIS EPISODE

In this episode we talk to David Kerr, CEO at Octiv.

Are you struggling to come up withoriginal content, weaken and weak out start a poncast interview, your idealclients? Let them talk about what they care about most and never run out ofcontent ideas again: Learn more at sweetfish media dotcom, Youwere, listening to the BEATOB growthshow, podcast dedicated to Helpi bee to be executive, achieve explosive growth,whether you're looking for techniques and strategies or tools and resources.You've come to the right place, I'm Jane's Carberry and I'm Jonathan Green.Let's get into the show. Welcome back to the beautyby growthshow we're here today with David Kur. He is the CEO and octave David, how youdoing today, James a'm gran, having a great day, I'm looking forward tochatting with you today David we're going to be talking about consistencyin our marketing, particularly internal documents as as well as externaldocuments, and this is a very grainte...

...topic that we haven't talked aboutbefore, and so I'm excited to talk about the the impact that it can haveon the business. Whatever you don't do this right and obviously when you, whenyou do it right, the the positive impact that I can have, but before wedo that I'd love to give a little bit of context for r listeners, can youexplain what unior team we're up to over there? An octive? Absolutely firstof all, thanks James for having me on appreciate the be to be growth. PODCAST.I've listened to several of your episodes and I'm always impressed h byby the folks you have on and and the types of things you share. Thanks,octave, just very straightforward. We help sales teams at some of the largestcompanies in the world, create share, sign and store documents, and thesedocuments typically are going to be around sales proposals. They can bearound sales presentations or they can be around contracts D, so thatoftentimes leads us to bleed into legal and compliance in a couple of theseother areas. So we're automating these...

...document work flows and we integratewith a variety of back en system so with crm with CPT, with Erp or a wholevarity of other systems that help inform and shape. These documents toensure that they're the right right type of document at the right place,but that salesperson and thenultimately for the prospector for the customer O,I all right, David, so yea we were talking of FYING. We mentioned that aswe're talking about this idea, I think I think we're going to spend the firstpart of this of our chat. Talking about is the consistency of your internalmarketing. Talk to us about why this is something that people need to be payingattention to sure. So we work with, as I mentioned, a number of largeenterprise customers Someton at fortune hundred some of the fortune. Ten and Iwas struck. I never thought this was that meaningful part of what we did. Ialways thought it was around time savings and a D, these types of thingsfor salespeople- and I was struck by this fortune, ten company, that theycame to us, and you would think that...

...they would have everybody in lockstepwith their logo and their brand hat's been around for years and years andyears, and they had actually attached a financial number to the inconsistencyind their branding. When they had teams sending oup proposals that might be fortens of thousands or it might be for tens of millions of dollars and acrossthe globe, they had inconsistency and how they branded their proposals, theircontracts and their documents, and they had put a a number on it that ran intothe millions while of how that impacted their brand and how people perceive it.So when you think about the large notable brands, whether it be Amazon orNetflix or Cocacola, you think about how well those companies protect thosebrands, and so it was really shocking to me to hear that this number on thesesimple proposals really impacted their brand in the value of their brand intheir heyes and so obviously octave being a solution that can that can help.You ensure that you're staying...

...consistent. You know with those piecesof collateral, othere other pieces of advice that you would have that couldhelp people make sure that they keep that stuff consistent well yeah again,I was mentioning some of the Taprans that we think of in the world and tothink about some of the most notable ones. Now the Amazons F, the oobers andothers- I mean everything from when you walk in their office door to be logo onthe iphone or on your googlephone or whatever it might be. There they'revery intent on keeping that granding consistent and the whole reason isbecause there's a look of feel, there's a culture to it and so forth, and so again, octabus focused on the salesside of things, but we quickly recognized with our type of solution.How supporting that brand and helping support that brain consistency justgoes along withaut entire flow of the experience so as a prospector as an endcustomer, you feel like from the first time you've been contacted by thecompany to the time they close the...

...business to the time you're on Boardid,and then you begin to use their solution that that brand is consistent,the entire way along, because you associate some type of reputation withthat brand mm allright, and so in talking about, we were We'ere talking about thisoffline David. You had mentioned a lot of time with an amount of dollars thatare spent on marketing collateral. Youv found that a lot of that collateralgets largely unused. You know sales teams just get comfortable usingcollateral. That they've, you know been accustomed to Sindng talk to us about tthe problem and then how we can go about making sure t at that. Thatdoesn't happen. Moving forard sure, a couple of things so one just an exampleand then Il then I'll. Come back to to the broader question as well. I was onthe leadership Teamin at Anngi's list for a number of years or for a periodof time and and a lot of salespeople and the salespeople were responsiblefor a more transactional type of sale...

...and so they're selling two serviceproviders, they're selling to plumbers and electricians and painters, andfolks, like that and on the sales seam I was always struck by it- would takeone person, fifteen minutes to create a proposal and they might use the oldlogo ecause, that's what they had in their presentation and another personmight take forty five minutes, but they might use the new logo, 'cause they'rethey're, seeing what marketing's doing and they're they're going out andaccessing it and availing themselves of it. And so I was always struck by theinconsistency of that Brandon for a company that really promoted its brand.Well, we wanted to get it ye all all the way through the Sales Tam from thatperspectve. But the other thing that it gave me insight into was how much time,effort, energy, money and resources. Marketing teams go to to create firstcaldecs, to create collatera materials, to create case studies and to make surethat they're all branded appropriately and on salespeople revert to theircomfort zone. What is it that they've got in their laptop when they're on theplane that they can pull up real...

...rapidly and just attached to an emailwhor that is always working for them? So they're not going to use the newmarketing things thathave been used, and so you just find a lot of thisalmost like a row of nature and it's it's not necessarily the fault of thesalespeople. It's because they haven't had the two schools to maintain anddrave that consistency got it and so obviously having those tools in placeis going to mitigate. You know that issue from happening. Can you talk tous about a little bit gray, neeler into know how a tool like octave actuallyhelps solve that problem. Sure Yeah, you know. Obviously I woantt promoteand be proud of octive, but just kind of trying to be a little bit more.Generic are, as you look across the sales textstack and you think aboutwhether it's dialing solutions or you think about on account based marketingsolutions or you think about other types of solutions like octive thatmight be presentation, software and so forth. A lot of it is built arounddragging that consistency in messaging...

...and carrying that brand through and sowhat companies, what we would encourage sales operations, people to do,salesleaders to do and marketing leaders to do obviously, there's alwaysa discourse around the alignment between sales and marketing thatthey're never totally sinked in alignment. We think marketing tech aswell as sales teck, can help drive that alignment, because it makes it easier.It makes it simpler. It makes it just Y, essentially the click of a button whenyou're using these types of sales technologies to drive that consistentmessaging to drive that consistent branding but you've got to make surethat you're driving adoption and you're getting bying an alinment across cothboth that sales in that marketing team. I'm happy O know if you want to do afello up there, but I'm happy to get a little more gramular in terms of howthis works as well. If that's helpful, yeah yeah, I would love that sure. Somost companies now mission critical software for them is going to be crm.We're seeing more and more mission, critical software being can figureprice, quoting software or even a...

...content management type of solution. Sotypically you're going to see marketers pull their materials together andthey're going to put them into some type of repository and they're going to hope, which is not usually a good strategy,but they're going to hold on six people will go to that repository or they willpull up the latest type of collaterate material or pull up the latest logo oror style guide for that matter, for their proposal to make sure they'reusing the right font on the right color and these types of things octave aswell. As you know, competitors and other similar types of solutions. Whatthey will do is they will integrate with stansports Ti, integrate with dynamics or whatever whatever sryemight have, and it allows marketing to have an impact on what templates areused. So what logos are going to come up? What background might be on thatproposal? What Fond? What color, all those kinds of things that you'rematching the entire stylga again seems simple, but having that consistent,that consistent flow in that...

...consistency makes a huge impact interms of tha that buying experience. I'm hearing more and more people talkabout the need to have to make sure that every element of the the customersyou know buying experience is is excellent, and so that's that'sobviously a key part of it. This last point that I want to talk to you aboutDavid. Is You w you? You had mentioned offline, this idea of having a feedbackloop in place to make sure that you know to kind of reiterate all tha allthe things we've just talked about that there's not being a lot of collateralcreated. That's going unused that things are consistent across the board.Can you talk to us about? You know what that feedback loop can look like toensure that that this stuff is happening. So one of the most impactfulones to octave a few years ago was actually an investor that came to us.We were. We were looking to raise some money as a as a venture back technologycompany and you go out and you talk to member these different companies andyou make your pitch and so forth. Well,...

...in the middle of doing that, a wellknown, Venture Fund, Fromla contacted US and said: We've got three or fourother Porquelo companies that just keep raving about that they've been on thereceiving end of these documents that are simple to use their clean they'vegot the branding of the people selling to them on it, and it turns out theywere active documents that their potfolio companies were assigning dealswith other companies that were selling to them and it was having a consistencyin terms of stylistically. Have a solution worked the seamless nature ofit that caught the eye of this investor, which then they subsequently investedin US t? That's at a very kind of high level, but in terms of that overallfeedback, loop, there's all kinds of signals that can occur with this typeof solution. So when we have sales, people send a sale proposal out. Weknow immediately when the prospect has opened that what they've looked at didthey spend time on the video portion of the proposal on the use cases or CSEstudies? Did they go right to pricing,...

...and then you get notifications theentire way along on that feedback, Lok that thatonly helps the salesperson nowhend to engage. They did they ford the document on to compliance or Olegal orto finance. So it gives a salesperson a number of notifications, but then alsowhen you think about marketing, if they've created all kinds of videocontent going into proposal, that's never looked at and never viewed andnever for perhaps it's not the right material they have, but o the usecasegets a lot of attention. So those types of signals can help inform how you howyou put your materials together going forward. That makes a lot of sense. Ilove the idea of being able to track O hey if we're we're spending all theseresources, putting in videos that aren't being looked at then weshweshould really look at at swapping that out with content, that's actually goingto be looked at, makes perfect sense David. This has been a fantasticconversation. Hat's been superhelpeful for me. If there's somebody listeningto this, they want to die deeper on this, where they want to learn moreabout octave. What's the best way for...

...them to go about stayin connected with you and alsolearning more about octisure. First of all, its octive o CTIV OCTIV seing GooOCTV tcom Lincoln an just find us an octave twitter, his octive ink INC R onFacebook, erones te Gra as well, and then folks are welcome to reach out tome as well, at Linkin, David Kurkay or R awesome dable. To thank you so muchfor your time today. This has been fantastic, so I really appreciate aprayer think so much tames ifyou're a buby rwe want to feature youon site. Like the Hufkington Post, socialme TA EXAMINE OUR ECHIEF workerevery week. We seen that a question really in be Tobe marketing. We use theresponses to those questions to feel the content. We write for reallypopular websites so hed over to sweetdish me de Notcom, slash questionsand sign up today. Thank you so much for listening until next time.

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