578: How You Can Own the 1:1 Conversation in Your Industry w/ Jack Kosakowski

ABOUT THIS EPISODE

In this episode we talk to Jack Kosakowski, CEO of Creation Agency (US Division).

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, youere, listening to the beatobe GrosShir patcast dedicated to help be to be executive, achieve explosive growt,whether you're looking for techniques and strategies or tools and resources.You've come to the right place, I'm Janes Carberry and I'm Jonathan Green.Let's get into the show. Welcome back to the Beauto by growth.Show we are here today with Jack. Kazakowski is the CEO of the? U S:Division of Creation Agency, Jack, how YOU DOING IT AA! Oh Man, couldn't behappier Ossof dayits one day before Thanksgiving ss Iam Iam superstokedabout that and Jack Ih've been seeing you all over the place, particularly onLincon you've been incredibly active there and Ibstoke to to dive into howCreation Agency your company is really owning the one to one conversation inthe industry. I'm seeing you all over the place. Clearly, the business isgrowing from what I can tell is an outsider and the same methonology thatthat you and your business partner are using your helping your clientchese aswell, so I'm stoke to dive into that, but before we do I'll, take a step backand ND. Just briefly explain what is creation agency? What are what are youguys all about over there yeh so we're a full scale, multichanel marketing,automation agency, so we kind of incorporate. We do different things fordifferent clients, but really know it comes down to. How do we get ourclients in Sfront of the right people that drives action and a lot of times?That's y? U Know kind of a digital, a multichannel digital strategy so B.Typically, we run everything through marketing, automation, software. So ifyou're using you know hop spot Acdon,...

Marqetto Hardat, you were running thoseplatforms and were running all the little different pieces of the platformto make it Ticke so that it actually drives Repituve God. I love it. I Jackso you came onboard with creation aancy about almost two years ago and I'd lovefor you to kind of walk us through you were. You were tashed with Okay Jack,come on and and build our business in the US which, which could be, I don'tknow I would imagine its a relatively daunting task, but you've you'vecrushed it from what I can see. I would love for you to just kind of share shawthe story about you coming on board and Kindof what what you did to to get thebusiness to the place where it is today? Yes, so when I started this, I actuallycame over from act on software, so I I'm a longtime salesperson and actually,when I started adon about five years ago, I was a reginal sales bar wit, myfirst SAST job. It was the first time I'd ever sold. Anything in marketingtha had no clue what marketing was didn't believe in Markin thought it wasso fluffy. You know jargon that sales people drove kno all of the revenue andUm. You know started to sell the sea. Bothe directors of barking sewing them.Some pretty robus technology and really didn't know what I was talking about,how to Seao tell me one day: Jack. If you're going to sell me this thing wyou're one HOUOF, he sales gay, but you don't know marketing, and so it was really weird, but thatday forward, I said you know what I'm Gointa learn marketing and I I was GetaLear it because you know. Obviously I wasn't going to run marketing aut thecompany, but I said I'll just H, you know run my own marketing for myselfand I didn't even know what the time that's, what they call I peroal brand 'cause. I was actually leveragingtrying to figure out ways the leverage social to get into sales conversationswithout having to do it. The traditional way, which is col calling,which I absolutely hate, COL calling and I don't hate it because I'm notgood at it, because I can quot calday. I hate it because I hate what I'm coldcalled. So, if I' selling the way that...

I'd ever buy it just doesn't feel good.So I'm like there's got to be a better way to do this. So started the leverage,social, an Acton, you know w top with e top reps at eighty wit. The president'sClub really had a lot of success and I was just using Linton twitter and I wasjust you finding new innovative ways to just get connected with people get intoconversations and then get off line well act on. You know I kind of grew. Mypersonal grand pretty well Yo had a lot of engagement with the revenue was kindof following that, and then I was talking to one of my customers an Isaid. You know I kinda want to do something bigger and better. I don'tknow what that is Aun, he said. Well, we've got a successful agency. Ot, the?U K, we really want to open up the US division 'cause. They have a huge clients, tot the UK by businesspartner, the HAV IBM Sam Son Janagada. So he's like I'd like to be able tofigure out how we coul do this in the? U S, so I started in the. U S, I wasone: employee had never run a markete agency and you know had a lot of mentorshipfrom him, but you really figured it out now we have h six employees in the US.We have fifteen customers, and you know just loving every minute of it anddoing this we're doing this all through a whole different ideology of Markting,which is were really leveraging. Our personal brands to you know kind of own,the conversation around marketing innovation and marketing in sales andso so practically Jack. What does that look like you know from a from a day today what are the activities that you and and the six folks on the? U S, teamare doing to drive those kind of results in a matter of a couple ofyears, bringing on you know, fifteen customers that that have trusted youwith their brand. Any insights you could share around kind of the tacticalday to day things you're doing, I think, would be really helpful. Yes, so justthink of you, a really quick over bee, so kind of one of our principles of theagency is that we preached our clients, but we preach internally. Is You got TA,get visible, valuable and connected to people the right people six monthsbefore they' before they know, they're...

...ready to buy, and I think that that'sreally tough, because most sales people want to get condected to you when theyneed you to buy. So we wantd to go Y, we kind of go with the whole Paderias.We need to be proactd about this, so we've got a team in the: U K team: Inthe: U S: We've got about five people that actually do selling my businesspartner, Jason, my other business part of Pte n, the UK. They do the UK sails.I do the? U S and then we've got two other guys to support US and the goal.Is You know? How can we be so visible, so valuable and so connected thatpeople want to have a sales conversation with us? And you know thetactical stuff, there's so many different ways that would do this, butit's really a bulti channel approach, and that is what kind of content re you right nowdoing a podgast. So this is exactly what I love to use to get visible value.What ectit is how Coald I get people you, educate people, inspire people,you'W, motivate them to want to learn more and to want to be better in theirsales and marketing channels and then, when they figure out that they have.That pain is how do I drive that conversation to me versus everybodyelse? Mm got it, and so some of the stuff that I've noticed, particularlyin in the stuff you're doing on linkon you're, putting out great content onLinon. But I think the thing that stands out to me about you inparticular is the way you engage with other people's content on Linton, andso I think, Y A. I don't have hard data to back this up, but I'm fairly certainyou show up more in my feed because it says you know Jack Kazakowski commentedon. U Know Whatever Gay viaazars status or you know you, you you' commentit, onsomething from Tim Sanders. I've jest seen a lot of stuff pop up in my feet:'cause I'm connected to both UN tm and so a lot of the stuff that I'm seeingis based on your engagement, but I can...

...see how a lot of people listening to this. Yousay whil sitting around on Lincon and commenting on other people' stuff allday. You know, surely that can't be a productive use of my time. Talk to usabout. Do you kind of block time for engagement in the way you're engagingon Linton? Does it just kind of happen, naturally, because you enjoy doing thatstuff and so you're, just naturally in the apple throughout the day, like talkis through kind of your mindset and how you think about engagement on thatplatform, so you know there's two different ways. You know what is thisstrategic approach, which is you know the Cind of the avium approach? Ifyou're in sales or marketing is hey, I need U to engage with these peopleright. I need to show up and get visible valuable these people, becauseat some point I need to make a phone call, and you know I have that strategy,which is a lot less tow, because you know quote unquote. You get a littlebit of influence and people start to like pay attention, but you know theaverage person doesn't get that so you got to be strategic. I say that youhave to love to be social. You know social in the sales process. If youdon't like being on Linton, then you know you need t to do what you do liketo do. I mean whatever feels natural to you, but I think you know co, callingif you look at the statistics Youkoko for two hours to get one person on thephone right. So you know, if you think, engaging with people that could buyfrom you and engaging we one to many verse. One to one is a waste of time.Well, you probably want to rethink you know how many touches can you do likeif we think about sales or marking, it's touches. How many times can we getin front of people and do it in a way? That's value verse ask, and I really Ireally focus on that, because I would rather spend two hours of my dayhelping amplfy somebody else's message or helping. Somebody else createconversation, because that's what people care about rather than you know,just calling and begging people for business all day yeah. No, I I Icompletely agree. I feel like, as I you know these last four or five months asI've been getting more active on Linon seems like every sales call I am on nowit's somehow y. u the person always...

...mentions how much they've been seeingme on Lydin, I'm not even necessarily aware because they're not you know,this will be somebody that I haven't seen necessarily comment on my stuff oreven like it, but they're, seeing it in their newsfeed over and over and overagain on top of mine. So when I do reach out- and I engage a salesconversation because we've you know had 'em on our podcast in the past or ive-you know whatever Wev we've engaged, we've built a relationship, our reachot,to engage that sales conversation. It always ends up coming up that, like man,I m I'm seeing you all over the place, and so I'm totally bought in on thatidea. Are there certain ways that you think about as you're training other people, theseother? You said, there's five other there're five folks on your team t atthat do the selling, if they don't have quite as strong of a personal brand, asas you have you eluded earlier to maybe needing to be more specific, more moretargeted. How Are you coaching, the folks on your team to do something thatgets results on social without necessarily having the brand that youyourself have? You know it comes down to efficiency so and h that YourePlaceino the tools right so using sales navigator, and you know, buildingtitter list and understanding? Okay, you know here's the people that I needto talk to and here's where they live. So a lot of a lot of decision makers.Don't live on social, so you know there's a whole different strategy thatwe com, you know, use the tools for which is okay. Let's get intoconversation with the influencers to that decision, make correht and Sothece that we want to talk to and he's not really social. Well, there's nothing!We can do about that right, but at the same point, what if there's a millenialthat it works for them? That actually makes the decisions on some of thisstuff that we do so you know, there's there's multiple ways to do it. I thinkthere's three components to this. You know the number one is that most peopledon't understand content. So they don't understand that you don't have to shareyour own content to drive conversation.

If you look at a lot of my strategy,like today, I shared a marke Cuban video right yesterday, I shared a Gary V. Yo, don'tbe like Gary Dvideotoit's got twenty thousand views on it y. If youunderstand that you don't always have to talk about yourself and you don'talways have to talk about what you do or even your industry at times that youcan create conversation through inspiration, motivation, education,humor and you've got to have a well ballaned strategy to do that, becauseit's really hard to get anybody to engage with all the noise. If you don'thave a strategy, that's fully designed around contat that you know dragsconversation and you've really got to go and you've got engaged with thosepeople. And it's not a quick win right. I think everybody thinks social is like.Oh, I gwant to start on social and everybody's going to start. Like my teCA start commoning. No, it's like it's Gotto, be like consistent you' got tomake a commitment to it and it takes some time. But you know you can getlittle winds just by going and sharing other people's content. I mean. I knowit sounds so simple, but it is yeah yeah an and I think the thing that thatstands out. You know obviously you're you're commenting on a lot of otherpeople's stuff and you're, not just curating your own content and thencommenting on other people's content. But when people comment on your stuffyou're actively engaging in that conversation and- and I heard AlanGannet from track Ma en talk about this the other day about how so much F ofsocial is, we think of it as above the fold and we think of it as we've got to create this content orwe've got to go, find great content to curate. But really the action is isbelow the fold and in the conversation happening underneath that content, andI think, if you're intentional, about putting out content that that you knowis going to drive some conversation and then actively engaging in thatconversation. From from my perspective, that seems to be where it seems likeyou're, crushing it and it drives. This point of you know owning that one toone conversation, you know replying to...

...every comment and extending theconversation beyond the piece of content into the comment thread, and soI don't know just hats off to you in executing that it comes down to foronce in sales and marketing. We can scale conversation at a rapid pace, soyou know it used to be that you had to pick up the phone and Youd to call oneperson talk to one person. Call One person talk to one person and now whatsocial allows us to do, especially it sales? It allows us to scaleconversation and an llotless time. So if I post something- and I have tencomments on it- I've created ten conversations now. Are they all goingto be targeted and want to be able to buy? For me no, but Y, you got to startlooking at the referral aspect right, I can't tell you wbody o times I get amessage on Linden or twitter instagramlately, where they say no s so,and so s told me to follow you. I've been youo following some of your workand Youad loved to talk you about how you could help us do X, Y and Z right,and I think that's where a lot of people get lost is they think? Well,you know the immediate direct conversation. That's happening rightnow, isn't somebody that could buy. For me it's a waste of time, and I that'sabsolutely absurd, because I could show you you three or four of my clientsright now that are pretty good playing clients that were referrals fromsomebody who had followed me on social and referred me over and they reachedout, and I had no idea who they were yeah. I totally agree we're in themidst of closing two deals right now that are directly correlated to myactivity on social in the last few months, they're going to be huge forfor our business, because 'cause I've bought into the same mindset that thatyou and your team have bought into and just consistently executed against it.This has been fantastic Jack. I really appreciate you sharing this with us.I've been closing the interviews out with with one question the last coupleof weeks and so I'd love to ask you this this question Jack. What do youwant your legacy to be you? My legacy...

...would be that people could get wisdomfrom me in a way that would make them better. Personally and professionally.You know from business to my faith and all that I mean. I just think thatthere's so many good people out there with potential and one of the thingsI'm trying to do is challenge the norm enough to let people know that theydon't have to do things the way that they that feels uncomfortable when itcomes to business in life. I love it that Jack. If there'se somebodylistening to this, they want to stay connected with you. They want to learnmore about creation agency. What's the best way for them to go abou, doing ityeah so check out skills, lapped out io, that's a supset of creation agency,where we give away tons of precourses tons of free, good, actionable content,'cause, that's what we believe in and then you know on the agenty cide. Youcould just go to creation agency, DOT COM and make sure to follow Jack onLincoln and Twitteras Well Jack. What's your titter handle it's Ist, my name,Jack, Azekavki, Awsome Jack would think you so much for your time to Damman.This is Ben, fantastic, so Reyprucianit! Well, thank you. Youreihuffintom Post Sociallyd,examineer Chie worer. Every week we send that a question really rwe use theresponses to those questions to feel the content. We write for reallypopular websites so hed over to sweetish, MEDA otcom, slash questionsand sign up today. Thank you so much for listening until next time.

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