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 weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most and never run out ofcontent ideas again. Learn more at sweetfish MEDIACOM. You're listening to the BETBgrowth 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 cometo the right place. I'm James Carberry and I'm Jonathan Green. Let's getinto the show. Welcome back to the B tob growth show. We arehere today with Jack Kazakowski, is the CEO of the US division of CreationAgency. Jack, How you doing it? A man, Oh man, couldn'tbe happier. Awesome Day. It's a one day before thanksgivings us.I'm super stoked about that. And Jack, I've been seeing you all over theplace, particularly on Linkedin. You've been incredibly active there and I've stokedto dive into and of how Creation Agency, your company, is really owning theone to one conversation in the industry. I'm seeing you all over the place. Clearly the business is growing, from what I can tell as anoutsider, and the same methodology that you and your business partner are using yourhelping your clients use as well. So I'm stoked to dive into that.But before we do, I'll take a step back and just briefly explain.What is creation agency? What are what are you guys all about over there? Yeah, so we're a full scale multi Channel Marketing Automation Agency. Sowe kind of incorporate you. We do different things for different clients, butreally, you know, it comes down to how do we get our clientsin front of the right people? That drives action and a lot of timesthat's you kind of a digital, multi channel digital strategy. So, buttypically we've run everything through marketing automation software. So if you're using you up spotact on Marquetto Har Dot you,...

...we're running those platforms and we're runningall the little different pieces of the platform to make it tike so that itactually drives revenue. Got It. I love it all right, Jack.So you came on board with creation agency about almost two years ago and I'dlove for you to kind of walk us through and if you were, youwere tasked with okay, you know, Jack, come on and build ourbusiness in the US, which which can be I don't know. I wouldimagine it is a relatively daunting task, but you've you've crushed it from whatI can see. I would love for you to just kind of share,share the story about you coming on board and kind of what what you didto get the business to the place where it is today. Yeah, sowhat I started this? I actually came over from act on software. SoI'm a I'm a longtime salesperson and actually, when I started acton about five yearsago, I was a regional sales bag. Was My first SASS joband it was the first time I've ever sold anything in marketing. I hadno clue what marketing was. Didn't you believe in marketing. Thought it wasso fluffy, you know, jargon that sales people drove, you know,all of the revenue and you know, started to sell the CBOS of directorsof marketing, selling them some pretty robust technology and really didn't know what Iwas talking about. How to CEMO. Tell me one day, Jack,if you're going to sell me this thing. You know you're one hell of thesales gap, but you don't know marketing, and so it was reallyweird. But from that day forward, I said, you know what,I'm gonna Learn Marketing and I was gonna learn it because I, you know, obviously wasn't going to run marketing at the company, but I said I'lljust, you know, run my own marketing for myself, and I didn'teven know at the time that's what they call a personal brand, because Iwas actually leveraging trying to figure out ways to leverage social to get into salesconversations without having to do it the traditional way, which is cooled calling,which I absolutely hate cool calling, and I don't hate it because I'm notgood at it, because I can cool call day. I hate it becauseI hate what I'm cooled called. So if I'm selling the way that I'dever buy, it just doesn't feel good.

So I'm like there's got to bea better way to do this. So started to leverage social ad acton, you know, was to with a top reps, I eighty whatto President's club really had a lot of success and I was just using linkedintwitter and I was just, you you, finding new innovative ways to just getconnected with people, get into conversations and then get offline. Well,at act on. You know, I kind of grew my personal brand prettywell. You've had a lot of engagement with the revenue. was kind offollowing that and then I was talking to one of my customers and I said, you know, I kind of want to do something bigger and better.I don't know what that is that. He said, well, we've gota successful agency the UK. We really want to open up the US divisionbecause they have huge clients in the UK by business partner, they have IBM, Samsung, Yadda Yah. Yeah, so he's like, I'd like tobe able to figure out how we can do this in the US. SoI started in the US. I was one employee, had never run amarketing agency and, you know, I had a lot of mentorship from him, but it really figured it out. Now we have a six employees inthe US, we have fifteen customers and, you know, just loving every minuteof it. And I'm doing this. We're doing this all through a wholedifferent ideology of marketing, which is we're really leveraging our personal brands to, you know, kind of own the conversation around marketing, innovation and marketingand sales and so so practically, Jack, what does that look like, youknow, from a from a day to day what are the activities thatyou and and the six folks on the US team are doing to drive thosekind of results in a matter of a couple years, bringing on fifteen customersthat have trusted you with their brand? Any insights you could share around kindof the tactical, day to day things you're doing, I think would bereally helpful. Yeah, so just think of you a really quick overview.So kind of one of our principles of the agency is that we preached ourclients, but we preach internally is you get to get visible, valuable andconnected to people, the right people,...

...six months before they're before they knowthey're ready to buy, and I think that that's really tough because most salespeople want to get connected to you when they need you to buy. Sowe wanted to go you. We kind of go with the whole different theoryis, you know, we need to be proactive about this. So we'vegot a team in the UK, team in the US. We've got aboutfive people that actually do selling, my business partner Jason, my other businesspartner Pete in the UK. They do the UK sales, I do theUS and then we've got two other guys to support us. And the goalis, you know, how can we be so visible, so valuable andso connected that people want to have a sales conversation with us? And,you know, the tactical stuff. There's so many different ways that we dothis, but you know, it's really a multi channel approach and that iswhat kind of content you right now I'm doing a podcast. So this isexactly what I love to use to get visible value. What connected is howcould I get people, educate people, inspire people, you know, motivatethem to want to learn more and to want to be better in their salesand marketing channels. And then when they figure out that they have that painis how do I drive that conversation to me versus everybody else? HMM,got it. And so some of the stuff that I've noticed, particularly inin the stuff you're doing on Linkedin. You're putting out great content on Linkedin, but I think the thing that stands out to me about you in particularis the way you engage with other people's content on Linkedin. And so Ithink you know, I don't I don't have hard data to back this up, but I'm fairly certain you show up more in my feed because it says, you know, Jack Kazakowski commented on whatever gave Viamazar's status, or youknow, your you, you, you know, commented on something from TimSanders. I'm just seeing a lot of stuff pop up in my feed becauseI'm connected to both you and Tim, and so a lot of the stuffthat I'm seeing is based on your engagement. But I can see how a lotof people listening to this you say...

...well, sitting around on Linkedin andcommenting on other people's stuff all day. You know, surely that can't bea productive use of my time. Talk to us about do you kind ofblock time for engagement and the way you're engaging on Linkedin? Does it justkind of happen naturally because you enjoy doing that stuff and so you're just naturallyin the apple out throughout the day. Like, talk us through kind ofyour mindset and how you think about engagement on that platform. So you know, there's two different ways. You know what is a strategic approach, whichis, you know, the kind of be abium approach. If you're insales or marketing is, hey, I need to engage with these people,right, I need to show up and get visible and valuable these people,because at some point I need to make a phone call. And you knowI have that strategy, which it's a lot less now because, you know, quote unquote, you get a little bit of influence and people start tolike pay attention, but you know the average person doesn't get that. Soyou got to be strategic. I say that you have to love to besocial. You know, social in the sales process. If you don't likebeing on Linkedin, then you know you need to do what you do liketo do. I mean whatever feels natural to you. But I think youknow cold calling, if you look at the statistics, you know you coldcall for two hours to get one person on the phone. Right. Soyou know, if you think engaging with people that could buy from you andengaging we a one too many verse one to one is a waste of time. Well, you probably want to rethink. You know, how many touches canyou do? Like, if we think about sales or marketing, it'stouches. How many times can we get in front of people and do itin a way that's value verse asked and I really, I really focus onthat because I would rather spend two hours of my day helping amplify somebody else'smessage or helping somebody else create conversation, because that's what people care about,rather than, you know, just calling and begging people for business all day. Yeah, no, I completely agree. I feel like as I've these lastfour or five months, as I've been getting more active on Linkedin,seems like e every sales call I am...

...on now it's somehow, you know, the person always mentions how much they've been seeing me on Linkedin. I'mnot even necessarily aware, because they're not, you know, this will be somebodythat I haven't seen necessary like comment on my stuff or even like it, but they're seeing it in their news feed over and over and over again. I'm top of mine. So when I do reach out and I engagea sales conversation, because we've had them on our podcast in the past orI've whatever, we've engaged, we've built a relationship, are reach out toengage a sales conversation, it always ends up coming up that like, man, I'm seeing you all over the place, and so I'm totally bought in onthat idea. Are there certain ways that you think about as you're trainingother people? These other you said there's five other there's five folks on yourteam that do the selling. If they don't have quite as strong of apersonal brands as you have. You alluded earlier to, you know, maybeneeding to be more specific, more targeted. How Are you coaching the folks onyour team to do something that gets results on social without necessarily having thebrand that you yourself have? You know, it comes down to efficiency. Soand that, you know, plays into the tools, right. Sousing sales navigator and, you know, building twitter lists and understanding. Okay, you know, here's the people that I need to talk to and here'swhere they live. So a lot of you know, a lot of decisionmakers don't live on social. So you know, there's a whole different strategythat we come you know, use the tool sport, which is okay,let's get into conversation with the influencers, to that decisionmaker, right. Soif they're see, you know that we want to talk to and he's notreally social, well, there's nothing we can do about that, right.But at the same point, what if there's a millennial that you know worksfor them, that actually makes the decisions on some of this stuff that wedo. So you know, there's there's multiple ways to do it. Ithink there's three components to this. You know. The number one is thatmost people don't understand content. So they don't understand that you don't have toshare your own content to drive conversation.

If you look at a lot ofmy strategy, like today I shared a mark Cuban video. Right yesterday Ishared a Gary v. You know, don't be like Gary v Video.That's gone. It's got twentyzero views on it. Yeah, and if youunderstand that you don't always have to talk about yourself and you don't always haveto talk about what you do or even your industry at times, that youcan create conversation through inspiration, motivation, education, humor. And you've gotto have a well balanced strategy to do that, because it's really hard toget anybody to engage with all the noise if you don't have a strategy that'sfully designed around content that you know the drives conversation and you've really got togo and you've got engage with those people and it's not a quick win right. I think everybody thinks social is like, Oh, I'm going to start onsocial and everybody's going to start like myself then start commenting. No,it's like it's got to be like consistent. You got to make a commitment toit and it takes some time, but you know, you can getlittle winds just by going and sharing other people's content. I mean, Iknow it sounds so simple, but it is. Yeah, yeah, andI think the thing that that stands out you know, obviously your commending ona lot of other people's stuff and you're not just curating your own content andthen commenting on other people's content. But when people comment on your stuff,you're actively engaging in that conversation. And I heard Alan Gannett from track maventalk about this the other day about how so much of social is we thinkof it as above the fold and we think of it as and we've gotto create this content or we've got to go find great content to curate,but really the action is is below the fold and then the conversation happening underneaththat content. And I think if you're intentional about putting out content that youknow is going to drive some conversation and then actively engaging in that conversation.From from my perspective, that seems to be where it seems like you're crushingit and it drives this point of, you know, owning that one toone conversation, you know, replying to...

...every comment and extending the conversation beyondthe piece of content into the comment thread. And so I don't know you,it just hats off to you in executing that. It comes down to. For once in sales and marketing, we can scale conversation at a rapidpace. So, you know, it used to be that you had topick up the phone and you know you're to call one person, talk toone person, call one person, talk to one person. And now whatsocial allows us to do, especially at sales, is it allows us toscale conversation and and a lotless time. So if you know, if Ipost something and I have ten comments on it, I've created ten conversations.Now, are they all going to be targeted and want to be able tobuy from me? No, but you know, you got to start lookingat the referral aspect. Right. I can't tell everybody times I get amessage on Linkedin or twitter, instagram, lately where they say, you know, some so and so's told me to follow you. I mean you know, following some of your work and I'd love to talk to you about howyou could help us do X, Y and Z right. And I thinkthat's where a lot of people get lost is they think, well, youknow, the immediate direct conversation that's happening right now isn't somebody that could buyfor me. It's a waste of time, and I think that's absolutely absurd,because I could show you you three or four of my clients right nowthat are pretty good playing clients that were referrals from somebody who had followed meon social and referred me over and they reached out and I had no ideawho they were. Yeah, I totally agree. We're in the midst ofclosing two deals right now that are directly correlated to my activity on social inthe last few months. They're going to be huge for our business because becauseI've bought into the same mindset that that you and your team have bought intoand just consistently executed against it. This has been fantastic, Jack, Ireally appreciate you sharing this with us. I've been closing the interviews out withwith one question the last couple weeks, and so I'd love to ask youthis. This question, Jack. What...

...do you want your legacy to be? You know, my legacy would be that people could get wisdom from mein a way that would make them better personally and professionally, you know,from business to my faith and all that. I mean. Yeah, I justthink that there's so many good people out there with potential and one ofthe things I'm trying to do is challenge the norm enough to let people knowthat they don't have to do things the way that they that feels uncomfortable whenit comes to business in life. I love it that, Jack, ifthere's somebody listening to this, they want to stay connected with you, theywant to learn more about creation agency. What's the best way for them togo about doing it? Yeah, so check out skills lab dot I.Oh, that's a subset of creation agency where we give away tons of Frecourses, tons of free, good actionable content, because that's what we believe in.And then, you know, on the agency side, you can justgo to creation AGENCYCOM and make sure to follow Jack on Linkedin and twitter aswell. Jack what's your twitter handle? It's just my name, Jack Kazakowski. Awesome, Jack with thank you so much for your time to day man, this has been fantastic, so I real appreciate it well. Thank you. If you're a BETB marketer, we want to feature you on sites likethe Huffington post social media examiner and chief marketer. Every week we send thata question related to be to be marketing. We use the responses to those questionsto feel the content we write for really popular websites. So head overto sweet fish Mediacom questions and sign up today. Thank you so much forlistening. Until next done.

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