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 with original content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most and never run out of content ideas again. Learn more at sweetfish MEDIACOM. You're listening to the BETB growth show, a podcast dedicated to helping betb 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. Welcome back to the BB growth show. We are here today with David Kerr. He is the CEO at octave. David, how you doing today, James? I'm great, having a great day. I'm looking forward to chatting with you today. Day We we're going to be talking about consistency in our marketing, particularly internal documents is as well as external documents, and this is a very great new other topic...

...that we haven't talked about before, and so I'm excited to talk about the impact that it can have on the business whenever you don't do this right and obviously when you when you do it right, the the positive impact that it can have. Before we do that, I'd love to give a little bit of context for our listeners. Can you explain what you and your team are up to over there at octave? Absolutely. First of all, thanks, James, for having me on pre shape the B tob growth podcast. Listened to several of your episodes and I'm always impressed by by the folks you have on and the types of things you share. Thanks octive just very straightforward. We help sales teams at some of the largest companies in the world create, share, sign and store documents, and these documents typically are going to be around sales proposals, they can be around sales presentations or they can be around contracts. So that oftentimes leads us to bleed into legal and compliance and a couple of these other areas. So we're automating these document workflows and we integrate...

...with a variety of back end system so with CRM, with CPQ, with ARP or a whole variety of other systems that help inform and shape these documents to ensure that they're the right right type of document at the right place for that salesperson and then ultimately for the prospect or for the customer club. It all right, they would. So, yeah, as we were talking offline, we mentioned that. As we're talking about this idea, I think I think we're going to spend the first part of this of our chat talking about is the consistency of your internal marketing. Talk to us about why this is something that people need to be paying attention to. Sure. So we work with, as I mentioned, a number of large enter price customers, some of that fortune hundred, some of the fortune ten end, and I was struck. I never thought this was that meaningful part of what we did. I always thought it was around time savings and these types of things for salespeople, and I was struck by this fortune ten company that they came to us...

...and you would think that they would have everybody in lockstep with their logo and their brand that's been around for years and years and years. And they had actually attached a financial number to the inconsistency and their branding when they had team sending out proposals that might be for tens of thousands or it might be for tens of millions of dollars and across the globe they had inconsistency and how they branded their proposals, their contracts and their documents and they had put a number on it that ran into the millions, while in how that impacted their brand and how people perceive it. So when you think about, you know, the large notable brands, whether it be Amazon or Netflix or Cocacola, you think about how well those companies protect those brands, it's it was really shocking to me to hear that this number on the simple proposals really impacted their brand, in the value of their brand, in their hearts, and so obviously octave being a solution that can that can help you ensure that you're staying consistent,...

...you know, with those pieces of collateral other other pieces of advice that you would have that could help people make sure that they keep that stuff consistent. Well, yeah, and again I was mentioning some of the top brands that we think of in the world and you think about some of the most notable ones now, the Amazons, the goobers and others. I mean everything from when you walk in their office door to the logo on the iphone or on your Google phone or whatever it might be. There they're very intent on keeping that branding consistent in the whole reason is because there's a look of field, there's a culture to it and so forth and so again, octave is focused on the the sales side of things, but we quickly recognize with our type of solution how supporting that brand and helping support that brand consistency just goes along with that entire flow of the experience. So as a prospect or as an end customer, you feel like, from the first time you've been contacted by the company to the time they close the business, to the time you're...

...on boarded and then you begin to use their solution, that that brand is consistent the entire way along because you associate some type of reputation with that brand. All right, and so in talking about Ao, we we're talking about this offline. David, you had mentioned a lot of time, within amount of dollars that are spent on marketing collateral, you found that a lot of that collateral gets largely unused. You know, sales teams just get comfortable using collateral that they've, you know, been accustomed to sending. Talk to us about the problem and then how we can about making sure that that that doesn't happen moving forward. Sure, I think a couple things. So one just an example and then I'll then I'll come back to the broader question as well. I was on the leadership team at at Angie's list for a number of years, or first period of time, and had a lot of sales people. In the sales people were responsible for a more transactional type of sale,...

...and so they're selling to service providers, they're selling the plumbers and electricians and painters and folks like that. And on the sales team I was always struck by it would take one person fifteen minutes to create a proposal and they might use the old logo because that's what they had in their presentation, and another person might take forty five minutes but they might use the new logo because they're they're seeing what marketing's doing and they're they're going out and accessing it and availing themselves of it, and so I was always struck by the inconsistency of that. Brandon for a company that really promoted its brand. Well, we wanted to get it, you know, all the way through the sales team from that perspective. But the other thing that it gave me insight into was how much time and effort, energy, money and resources marketing teams go to to create first call decks, to create collater materials, to create case studies and to make sure that they're all branded appropriately. And on sales people revert to their comfort zone. What is it that they've got on their laptop when they're on the plane that they can pull up real rapidly and just attached to an...

...email or that is always work for them. So they're not going to use the new marketing things have been used, and so you just find a lot of this almost like a rogue nature, and it's it's not necessarily the fault of the sales people. It's because they haven't had the two tools to maintain and drive that consistency. Got It, and so obviously having those tools in place is going to mitigate, you know, that issue from happening. I can you talk to us about a little bit gray neiler, into you know how a tool like octave actually helps solve that problem? Sure, yeah, you know, obviously I want to promote and be proud of octave, but just kind of trying to be a little bit more generic here. As you look across the sales text sac and you think about whether it's dialing solutions, or you think about account based marketing solutions, or you think about other types of solutions like octave, that might be presentation software and so forth. A lot of it is built around driving that consistency in messaging and carrying that brand...

...through. And so what companies we would encourage sales operations people to do, sales leaders to do and marketing leaders to do? Obviously there's always a discourse around the alignment between sales and marketing, that they're never totally sinked in alignment. We think marketing tech as well as sales tech can help drive that alignment because it makes it easier, it makes it simpler, it makes it just, you know, essentially the click of a button when you're using these types of sales technologies to drive that consistent messaging, to drive that consistent branding. But you've got to make sure that you're driving adoption and you're getting buy in in alignment across both both that sales in that marketing team. I'm happy to you know if you want to do a follow up there, but I'm happy to get a little more granular in terms of how this works as well, if that's helpful. Yeah, yeah, I would love that. Sure. So most companies now mission critical software for them is going to be crm. We're seeing more and more mission critical software being configure price quoting software or even then content management type of solution. So typically you're going to see marketers pull...

...their materials together and they're going to put them into some type of repository and and they're going to hope, which is not usually a good strategy, but they're going to hold. People will go to that repository or they will pull up the latest type of collateral material or pull up the latest logo or style guide for that matter, for their proposal to make sure they're using the right font and the right color and these types of things. Octave as well, as you know, competitors and other similar types of solutions. What they will do is they will integrate with sales, sports, still integrate with dynamics or whatever whatever crm you might have, and it allows marketing to have an impact on it. What templates are used. So what logos are going to come up? What background might be on that proposal? What Font, what color, all those kinds of things that you're matching that entire style guy again seems simple, but having that consistent that consistent flow in that consistency makes a huge...

...impact in terms of that buying experience. I'm hearing more and more people talk about the need to have to make sure that every element of the customers, you know, buying experience is is excellent, and so that's that's obviously a key part of it. This last point that I want to talk to you about, David, is you had mentioned offline this idea of having a feedback loop in place to make sure that, you know, to kind of reiterate all that, all the things we've just talked about, that there's not being a lot of collateral created 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 to ensure that that the stuff is happening? So one of the most impactful ones to octive 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 backed technology company, and you go out and you talk to number these different companies and you make your pitch and so forth. Well,...

...in the middle of doing that, a wellknown venture fun from La contacted us and said we've got three or four other portfolio companies that just keep raving about that. They've been on the receiving end of these documents that are simple to use, they're clean, they've got the branding of the people selling to them on it, and it turns out they were octave documents that their portfolio companies were signing deals with other companies that were selling to them, and it was having that consistency in terms of stylistically, how the solution works, the seamless nature of it that caught the eye of this investor, which then they subsequently invested in us. That's that's at a very kind of high level. But in terms of that overall feedback loop, there's all kinds of signals that can occur with this type of solution. So when we have salespeople send a sales proposal out, we know immediately, when the prospect is open, that what they've looked at. Did they spend time on the video portion of the proposal, on the use cases or case studies that they look go right to pricing...

...and then you get notifications the entire way along on that feedback loop that that only helps the salesperson know when to engage, did they? They Ford the document onto compliance or to legal or to finance. So it gives the salesperson a number of notifications. But then also, when you think about marketing, if they've created all kinds of video content going into proposal that's never looked at, it never viewed and never form perhaps it's not the right material to have, but as if a use case, gets a lot of attention. So those types of signals can help inform how you how you put your materials together going forward. That makes a lot of sense. I love the idea of being able to track. Hey, if we're so, if we're spending all these resources putting in videos that aren't being looked at, then we should we should really look at at swapping that out with content that's actually going to be looked at. Makes Perfect Sense. David, this has been a fantastic conversation. It's been super helpful for me. If there's somebody listening to this they want to die deeper on this or they want to learn more about octave,...

...what's the best way for them to go about staying connected with you and also learning more about octave? Sure, first of all, it's octave, OCT IV, Oct IV, so you can go to octavecom linkedin. You can just find us an octave. Twitter is octave, ink I ANDC. We're on facebook, we're on Instagram as well, and then folks are welcome to reach out to me as well at Linkedin. David Kerk, are are awesome day. Will thank you so much for your time today. This is been fantastic, so I really appreciate it great. Thanks so much, James. If you're a BEDB marketer, we want to feature you on sites like the Huffington post social media examiner and chief marketer. Every week we send that a question related to be to be marketing. We use the responses to those questions to feel the content we write for really popular websites. So head over to sweet fish Mediacom slash questions and sign up today. Thank you so much for listening. Until next done.

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