583: How B2B Marketers Can Think Like B2C Marketers w/ Adam Kleinberg

ABOUT THIS EPISODE

In this episode we talk to Adam Kleinberg, Co-Founder & CEO at Traction.

Before we get into Teday's interview, Iwant to tell you about another pot cass that I think you're really going tolove. It's called the marketing book podcast and it was named by Lintin asone of Tin pod casts that will make you a better marketer. It's hosted by myfriend Douglas Berdatt, who we've had on the podcast in the past and Douglasdoes weekly interviews with authors of best selling marketing and salesbooksaccording to an a DOBI survey of marketers. Seventy six percent of themsaid that marketing has changed more hin, the last two years than in theprevious fifty. So when you subscribe to this Podgass, the marketing bootcodtast you're going to be able to keep up with the quickly changing landscapeof of modern marketing in sales. One thing that is unique about this that Ithink is really interesting. Is that Douglas reads every single book beforeevery interview, and you can tell that in the engagement that he is able tohave with each of the authors that he interviews you can just tell he knowsthis content because he's read the entire book. He hasn't just read thecliff notes, as so he has done over a hundred interviews. I think they're atone episode, one thirty four right now by the time you're hearing this theymight be at one hundred and thirty five, but I want you to head over you'realready in the podcast tap had over and search for the marketing book. Podcastget subscribe, download a few episodes. You can check out the website,marketing B, PODCAST DOT com. You can follow them on twitter at marketingbook. I really really really want you to subscribe to this podcast. This isone that I get a ton of value from it. I think you will as well you're listening to the B TB Grove,show pod jast dedicated to helping B to b executives achiev explosive grownwhen do you're looking for techniques and strategies or tools and resources.You've come to the right place, I'm Jonathan Green and I'm James Carbury.Let's get it into the show.

Welcome back to the beatby growth show.We are here today with Adam Kleinberg Heis, the cofounder and ce O aftractionAdam. How you doing ia great great thanks for having me so Adam we'regoing to be talking about why BTB marketers need to think like bet to seamarketers. This is something I am very alined with you on, but before we getinto the topic, I'd live for you to explain to our listeners. What istraction? What are you guys doing over there? So attraction is a digitatlyfocused, Pul, stervice, creative agency in San Francisco. That's really good atuncovering insights about customers and aligning them to the work that wecreate for brands. We do that group, branding advertising content anddigital experiences. We were named in two thousand and sixteen by theBusiness Marketing Association, one of the top three small agencies which theyfind is under twenty five million in revenue in the United States. So a lotof periencs would be to be as well as consumer, but you know, some of ourclients include Apple Lenogo sap into it Intel dol B fairwork in a lot of beto be grants, Tofo the brands that we've got the good fortune to help loveit Ai Adam. So I want to dive into the the meat of what we're going to betalking about today and, as we were talking about it offline, one of thefirst things that you brought up was this idea of talking to people liketheir people. So as we're as we're thinking about you know why btobemarketers need to think like be to see marketers. Why is this idea th thefirst thing that pops into your head, that that we need to be talking topeople like their people. You know, I think, when I talk about, whyattraction exists and why we have the approach that we do Whi. We focus sohard on really uncovering insight about customers, because across the board,advertising today in marketing...

...consudrasare actively ignoringmarketing they're turning it out. Not only are they, you know inundated withmessages and across just a pollhost of devices. They are actively installing adbockers. You knowSKIP ADS on TV. You know switching to streaming options for how they consumetelevision YEP, so in order to break through marketers need to think aboutlike creating marketing that people actually want to consume. Yeah Ats, assimple as that like, if you don't bring it today, people are just going to tuneyou out yeah. We we're really focused on creating that and you know sometimesthat's creating utility or or value andsert. Some, you know functional way.Sometimes that's creating content, that's engaging and entertaining youknow. We had a campaign. We developed Robert Half internationals on leavingstaffing, ferms lowbally and their biggest subdivision as account tents,and they had a campaign. They were running of bopen from accountempts andit was just a radio campain that theyhad been running for like fifteenyears and they were seeing diminishing returns on and they had tried number oftimes at couldn't get any traction from other executions that they tried to doso. They approached us and we did some research. We actually uncovered thatpeople did have an affinity. You know Bob wasn't well known, but t e peoplewho knew IMD loved him. So we're like. Okay, let's see what we can do withthis, and we created a series of of videos and and billboards and reallykind of with great headlines that connected with people there were. Youknow: Bob's payroll reports are better than Bigol Monday. Nobody rocks t e red sheet likebobrocks spreadshee. We had videos that felt like wimany episodes of the officewith th F, a Lova telling him stories bout, Bob, a d Bob as never present,inthese things. There was always...

...someone talking about him, but thatentertaining content. You could like literally sit through a reallycompelling two or three minute: Video Online yeah people with D or Commitioconplution rates were AFL, the Charts Yep they put that on social media. Wesaw seventeen hundred percent left Inicolicadia, that's incredible! It'sIT'S FUNNY! You mentioned that atom because back in May of this year, Iinterviewed Gary V for a virtual summit that we were doing so. I drove up toChatanooga from Orlando, got to do an Imperson to interview with them and,and I one of the questions I asked and said: What's the biggest growthopportunity for B to be brands, and he told me he said it's basically creative.That makes your ideal byer laugh and I, as I thought about it, he said you know,think about what a dollar shave club did and if btabiebrand started thinkinglike that tr thinking about who their buyer is even though they're, not BetoC. But thinking about who that buyer is, if you can make them, laugh if you canengage them with laughe or similar to what it sounds like you guys did withwith the Bob Campaign, then they're going to actually want to consume thecontent and they're going ta see your message at the at the end of it orthey're, going to associate that with your brand, and so I was driving backfrom that interview, and I had. I had an idea that night, actually thinkingabout okay, if our audience is B to b marketers, that's who we sell ourservice to all of our audience. Most of the people that are make up be to bemarketers, have at least heard of Garry Vannerchuck, a lot of 'em love Gary V,and I'm I'm obsessed with Keryv, and so I said what, if we did a funny videoseries that kind ave made fun poked fun at my obsession with Gary V, and soyesterday we actually launched this th S. Gary v Wannabe video series. Wereleased episode, one on Lingten and the responses were phenomenal andalready it's produced. I think three qualified leads for us. ONE IS ALREADY:We've already got a sales call on the...

GALENDER, but it's the first type ofmarketing that I've done. That is a long the lines of what you guys didwith account TEPs, and I think it's so powerful that when you create creativethat people actually want to consume, it doesnit feel like a commercial andhave that negative connotation people enjoy consuming it because you've spenttime in developing creative that your audience actually wants to consume. SoI I I love t e the story of account TEPs o what what you guys did thereAdam Desr? Is there anything else kind of around that idea that that you thinkis important for the being marketers listening to this to understand, lemiconnect the DOS for you on this, because the path to doing that you knowit's easy to say you know, make something that's funny, but in order toreally get people to engage ou now, there's you need a formula to be ableto do that. Yeaut on going cases and the formula is to connect the dotsbetween insight, a d o most marketer. Stop that position of Linobo is one ofour clients, be to be clients Ho. Do Their commercial marketing as TA people,Buying wit, their servers or laptops by athe, hundreds or thousands, a yep, andyou know when we started working with them, we were doing work on the firstassignment they gave us was the launch the yoga pro latop, and you know whenwe did quantitative research with their customers. Online wev found that youknow the perception of unique perception of Linovo in the marketplacewas kind of wearned its durability or this product. It was aboutflexiblebecause. It was a laptop that converted into a tablet type of thing,O our positioning statement, who was obviously flexible. Surprisingly Toug,that was the product story that we wanted: ttel, Yep and most marketers, Ithink kind of stoped there and what we did was. We also included in thissurvey, which went out t ithink three hundred respondents. Some poben ended questions right, so igotgt responsesand our strategy team uncovered a trend...

...of people. It guys telling war storiesabout their users H, so we created a campaign called users habit like where this is going. We just hadlike you know it guys telling war stories about. You know people bumbling bumbling withtheir laptops Yep, and you know that became the Kolnel. For you know twoyears of I'm going creative that we produced and used that court insight.You know some of then of the videos kind of the first wave was around thisuser's half end, but then we had like I fixed it. You're welcome you knowe,actually gid a video it gus singing that put did everything from you know:Users happy and survival guds, like PTV stepped Yep for lower funnel contentthat we had like this really engaging got an illustrator Han all thesenumerous illustrations at kind of had that style of like an airplane, the guides that they put in the backWut. I Yeh you know kind of but funny illustrations, kind of bringing selifethe strategic points about the Bota and, coupled that with you, know, everything from likelittle. I fixed it. You're welcome Cocfee, muts HM, let at you on thebottom. You know creating an entire subbrand around the campaign. Yeaharound that insight Yep, I love it. I allowed you know, Linovo to increasethe engagement KPIS, an average by about three hundred percent over theirbenchmarks and some instances we had four hundred percent left over there.Previous fenchmark Cape, the eyes for video completion rates, then translatedinto a two hundred and fifty percent lift ind qous wow, and that's that'swhat we care about right. I think it's...

...easy to discount Inof, the top of funel.Like Y. u the brand awareness pieces like that because it's it's easy to say.Well, you know, that's where's, the Roy. Why should we be investing this heavilyand things that are bottom of funnel tha that are that are turning intosales? That's what we're that's what we're all after! But unless you understand that you e you'vegot to capture someone's attention in the way to do that is is exactly whatwhat you've just light out. I mean you, there's an art too figuring out. How dowe capture the attention of the exact people that were trying to capture? And I love these stories that you'resharing so one one other thing that we talked about Adam Yo? You mentionedthis idea of kind of like what makes good creative, based on what you justsaid. Would you say that and of the variable to good creative is theinsight I I mean, there's always the execution yeah, but I think that thefoundation of good creative is the insight is making sure that there'ssomething that it's going to be that Al Tat that hit tre that kind of constructthat lives in your prospect's brain. You know it's easier to if, if there'ssomething that lives in your prospects, Braam fond an construct, an idea totake that and portray in a slightly different way and leveraged ad tocommunicate your points that it is to build an idea Ofcom scratch m got T.are there anythings that your team does Adam to as you're working with newclients ore theree things that are helpful for you, guys as you're digginginto a new account and you're trying to figure out what these insights are anybest practices or or a frameworks that you guys do to do that? You know itreally depends on the client and the opportunity we've done. You know, likeI jestdrive one wesearch project that was more of an online focus. You knowwe looke to always have a qualitative aspect to our research so that we canpro and kind of get that free form response. Sometimes we've done thingslike conflict analysis groups for for...

...larger projects, where we actuallyfocus group to groups with different diamegically ar closed views onsomething and then bring them together and watch the sparkfly to doing thingslike online surveys. I think having that is important. I think it's alsoreally important to have stateholders Rou. The organization have a voice inthat another campaign that we just launched: Er Somethin Virtue Stream.You know one of the executions Eton exact tokyline, but I remember us beingin a stateholder interview and the client, the Heado sails wit, theleading sales guys that look when you know they askd that their cloud serviceis company. That does enterprise cloud. So when they Ashd it, we run go downplain airplanes, well out of the sky, O wow yeah. So we kind of like thecreative, that kind of brought tat to back point to life and like talk aboutmission critical as a or when failure is just not an option, got it aloand.You know, I think, having people throughout theorganization from the CBO, particularly the sales team 'cause, it's soimportant. You know just for long term, success of a marketing program forsales and marketing to feel like they're, working together and and in insilos. Yeah P, not not a not bumping, bumping heads but but cruly alined. Youknow one of the things we've done is an agency internally. That makes usdistinct, I think, is how we funstructure. We actually have ourstrategy team reports into our executive, creative director, OASUNIQUININ agency, usually they'r separate departments, Wbat, we've seenand wit many clients of experience. Theres often he'll approve a strategy go of to the Creatt who didn't Y, haveownership and creating that Shatety,...

...and it will not be reflected in thework, but when the creative team has ownership of of what the high levelstrategy is they're much more, I guess I'd. Imagine the execution ends upcoming out a lot, a lot cleaner, there's one other thing that we talkedabout off flying Atam, that love to touch mit. You before I let you go it's.I idea that you mentioned something about marketing automation, notaligning with consumers. Can you expand on that a little bit yeah? You know, Ithink one of the challenges that worked your space is thinking too hard about kind of theKPIS that are associated with a marketing automation, platwormAASTRACTLY, instead of really asking what or they mead and maybe redefindingthem or we are chontecting them. For example, you know with a marketingautomation platform you're looking at how do I get something to go from, youknow, being a prospect to an MT l to e saleslead and when you kind of thinkthat way, that's very brand centric yearight and you wind up trying to youknow, we've seen is like just drive. Engagement for engagement, say oose ofthat score, rather than really think about like okay. What is the customersjourney right? Artehave? They identifie the nee within their organization. Arethey in the research phase? Are they in the comparison case, and if you think,in terms of the customer you know, then you will. You know inherently make the rightconscience yeah, and you know, I think one of the big core things is oftenyou'll have engagement, drive, togh sight and then you'll kind of have alift in your MTLS, but they won't be converted. So Yo need tote analyze.What is the content on these pages that were missing to get? You know an mql to become assailslea a that question? It's notjust atbot engagement at that point.

It's not just not clicking on stuff.You know taking the boxes on your margeting automation, plaform itsreally about thinking about where he is this customer in their journey, and howdo we make sure that we're answering the questions that they have t doing anage pay at the stage, Yeah N Ilow that Adam this has been fantastic. I want toclose with one last question that I love asking 'cause. It allows ourlisteners to get to know our gas O on another level so Adam. What would yousay is the legacy that you want to leave. Tration made national news thissummer, when we introduced a policy called days of action, foreverweum gameemployees, two days of papenty per year to participate in democracy. However,they seek tha interesting, regardless of their political affiliation. Wefound Thad Yiu, O Weird, appoint in society where we need to companies needto really kind of take on Thi. This notion in corporate responsibility to agreater degree nd, we wound up getting pretty heavily trolled and we were onBright Bart and the Fox News. It was kind of a crazy thing, wow thatliterally touzans of stories about our little agency here- and you know, ourmission here is as an agency is to be a place where the experience gettingthere is as great as the work itself. I think that really I want us, you knowme and the founders Agray this company- All I believe, want to leave behind a company much an agencybut gatny that fills that mission, that it delivers great work and delivers agreat experience to our teem and to Ar Orboyes and does it. You know bybreaking the old, and you know in some cases, setting an example for others,Loheloa Adam. If, if there's somebody listening to this, they want to stayconnected with you. They want to learn...

...more about traction. What's the bestway for them to go about do on both of those things, our website is attraction code, com, Traton, sotcom, bat. Of course you cal contact us there, I'mavailable! U I' Lindon and Switter, I'm Adam Kleinberg on both so pretty easyto findo awesome animal! Thank you so much for your time today. This has beenfantastic and I'm really looking forward to go a live with it me too,look Howard to hearnet. If you've been getting value from thispodcast, you can help us reach more people by reviewing the show in itunes.Here's how you can leave a review in less than a minute open your pod castout and tap the search icon in the bottom ray corner type in B to b growththen select our shol once you're there tap the revews thave and tell us whatyou think of the show. These reviews help us out of time. Thank you so muchfor listening until next time.

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