634: Marketing Measurement: What Most Marketers Are Doing Wrong (and How to Fix It) w/ Ryan Bonnici

ABOUT THIS EPISODE

In this episode we talk to Ryan Bonnici, the CMO of G2 Crowd.

LinkedIn: https://www.linkedin.com/in/ryanbonnici/

There's a ton of noise out there. So how do you get decision makers to pay attention to your brand? Start a podcast and invite your ideal clients to be guests on your show. Learn more at sweet fish Mediacom. You're listening to the B tob growth 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 come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BEDB growth show. We are here today with Ryan Beneici. He is the CMO At g two crowd. Ryan, how you doing today? I'm doing absolutely well. Thank how are you? I am really excited to be to be chatting with you today. Ryan, been looking forward to this conversation for a while. We're going to be talking about three very specific things today. We're going to be talking about marketing measurement, we're going to be talking about buyer intent and then we're going to be talking about leveraging the customers voice across the entire funnel. I think you've got a lot of value to add and all three, all three of these things are going to be talking about. But before we do that, Ryan, I'd love for you to just give a little bit of context for the few people listening that don't already know what g two crowd is. Tell us a little bit about what you and your team are up to over there. Absolutely same. And so GC crowd of the community where uses submit reviews on the business solutions that they use at work to help other businesses and other business professionals make the inform purchasing divisions. So I think we're at the leading site now based on review data. But think like three hundred fifty thousand reviews of business products. So different see around tools, different marking automation tools, different social media tools, different fin and still different, all sorts of tools really for the different areas in a business. So what we've put like tens of thousands of people leading reviews every day and every week and millions of visitors coming through us by every month to help them work out...

...what software to buy. So if you think of Yelp, helps me work at what restaurants to that tonight, Amazon's reviews helped me work at what different products I want to buy dog grads doing the same to helping businesses select the riot software for their businesses. Awesome, right. So I we've got a lot to cover today. So I want to dive right into this first part of the conversation in talking about marketing measurement. As we're talking off fline, you said you just see a lot of folks doing this wrong. Talk to us a little bit about your thoughts on on marketing measurement and then I want to dive into how folks can start doing it the right way. Yeah, absolutely so, because I think like a really long time marketers have been siloed into different channels. Think of, you know, an email marketer vers a social media marketer versus a blogging person on the team, and so over time, because market is specialized typically around channels, what I find happens is themos and marketing leaders have a tendency to measures success of marketing by a channels and I think what's really, really interesting is actually the channel isn't the thing that's indicating or driving success. Oftentimes it's actually the content that is being published on the different channels. So one thing that I talk with a lot of marketers and I do a lot of consulting. Is Basically the difference about focusing on a content centric way of measuring marketing as opposed to a channel centric way of measuring it. And so the first step to really do and to start to think about marketing and measurement in the sense of content versus channels is to conduct a content audience Udit of your existing digital assets. So, if you're creating content on a blog or on your website or on social basically going back and looking at what are all the different content topics that we create content about? So you'll have lots of different topics that will vary for every different industry, but likely these topics will aligned around the different personas that your business is trying...

...to sell to. But what I recommend people do, in the easiest way, do you have a blog, is basically to export your Google analytics data for all of your blog post you are a level and then start to categorize and so all of your blog posts around a similar topic, tag them with that topic name, and then what you want to then start doing is looking at those categories or those topics as a whole and saying, okay, every single topic, every single both voice on topic a. So let's just say the topic was email marketing that you are creating blog posts about. You look at that and then you start to see, okay, how many people are visiting all of that content on email marketing and what is the average visitor to lead rate for that kind of content? You would do that for all of your different topics. And then what you find, and we did this big and now, since the hub, the spot, with just done this again now ADC crowd, is that the content that working really well on social is the same content that worked really, really well and your blog. And it comes back down to these different topics as opposed to the specifics a time of day that you published on social things like that. So, because I want to make sense at a high level, James kind of thinking about these content topics versus channel. So basically, once you make that determination, it becomes shifting, shifting your content strategy to really just doubling down on creating more of the content that under kind of the under the topic umbrellas that end up driving more leads. Is that correct? Exactly. Yeah, and it comes into is like, ultimately you can decide what that thing is you want to measure these bikesle might be lead, that might be sailed up the Che really, you know, might be visitors. That's kind of up to you, but yeah, exactly. That's kind of the goal. And I think the way I think about it is most people, you know, creating, most businesses today, especially BB businesses, for creating a lot of content right, they understand it. Content marketing works really, really well and they're creating content. But then a lot of the time they don't take a step back and look at, okay, like what content within all of my blogging content is doing?...

Well, I'll just look at, you know, the monthly organic visitors to their blog, and if they take that step back and actually start to identify these different topics, they can then start to work out not only which topics are generating lots of organic visitors and having the best like visitors to lead race, but you can then also start to work out like a feeling for a certain topic. And what I mean by that is you might now be ranking, if you've done a good job with all of your content research and content strategy, you might be ranking on the first page of Google for all of the key terms under a certain topic. Now, if you are there might not be as many benefits of continuing to create more content about that topic because you're already ranking really well for it. It might be time to start to look for different topics that you can start to build out, and that's something that I always have people do as an exercise, that to start think about those the things. Yeah, as they're building out their content marketing strategy. And if anyone wants to learn more about this, I pretty much have like a step by step guide and process for how to do this that it's tagged on my twitter account. I think it's like the pin toast at the top of my twitter which is at Ryan Bench, just my name, are Ya and Theo nn I si, because this is something they get off a lot about and it's just something that most market is never take that step back and think about, because most markets organized by channel and so when they're actually trying to measure, okay, how much you know, what were the results of this specific blog post or this specific piece of content? Are there any tools that that you've used that kind of help, or is that just is it baked into the marketing automation platform that they're using to be able to just tag accordingly so that you're actually measuring. Okay, what? Yeah, alts to this specifical great, that's a great question. I mean, some SMS is will allow you to do it. So hub spot MS allows you to do it, and I know a bunch of others lay to do it. And you know, to some degree, you can just use the tags that...

...you probably already using for your blog today. So when you're riding your blog post, you're probably tagging them a different tag. Ultimately, the what you do need to do is, once we export all of that data, so the urls with then the number of visits, as well as them leads and customers that you've generated, you then want to actually start to group those different blog tags under more holistic groupings. So, for example, you know you might have of a tag that's like email marketing optimization, and you may have another tag that's like sell marketing, quick through rates and all those things. Like all of those tags, you would one of them loop them up under the email marketing topics, for example, that if that's a topic that you're creating content about. So then look at all of those smaller posts and aggregate and then what you can also start to do right, is the same with your facebook or your twitter or your social strategy is looking at then all of the shares of those content topics by post. So explore all of your post data from facebook, m twitter and then do the same thing. Categorize each of those posts around the content topic that was in the post, and what you'll start to find over time is actually that, yeah, the success of these posts is far less to do with the specific line and text that you use in the twitter post or the facebook post and will be more actually about the content topic itself, and you'll start to realize what content topic your audience is engaging with in the ones who they aren't engaging with. So, yeah, I feel like you don't really necessarily need a hold of free tools here, other than exporting all of the data from Google analytics and then being able to use Google sheets to start the tag and then build averages out those different topics. All right. So this next piece that we're going to talk about, Ryan, is buyer intense and just talking about some different ways to learn more about your buyers and where they're at in kind of the buying journey. Talk to us about how you think about that. Yeah, absolutely, I...

...mean so one of the things that I think about and I've always done with my team, you know, whether that was itself force or when I was an upsport or analogy to crowd is I always make my team do a bit of a tagging process of our website in terms of, like, we're content. It's within the buying funnel and we align that then to buying intent. So what pages in our website are awareness content, what pages on our website are for consideration content, and what pages on our website and what decision based content? Right, so that's using a very basic buying journey of awareness, consideration decision. But then what you can start to do is you then want to start to fold all of that content and tagging into your marketing automation and your behaviorally driven marketing communication. So, for example, you know your website homepage might be an awareness page that you tag. So anyone coming to our homepage probably don't know a whole lot about the company. They're learning about the company that's trying to find out more. Now someone's going to your pricing page on your website or your contact up page. That's probably like consideration or decision style content. And so based off of those different types of pages on your site. You then want to start to send signals that your sales thing to do different things with those people. So, you know, one really basic automation that we have set up for sales is it anyone comes to the git crowd website and they are reviewing the get crowd marketing solutions page where they're learning about the different premium products that they can buy on get crowd, whether it's, you know, a premium profile or, you know, buying intense data or reports, will then automatically send an email on behalf of the sales rapid phones the account, assuming there is a Selles at their owns that account. We know who they are that sends an email to that person on the page saying hey, hey, Jane, for that you were checking out. You know, the marketing solutions page and Betokto calm, would you like to send you some time to think up and talk some talk through some of these different marketing solutions? Let me know, Ryan. Little will be personalized for the...

...person that was on the page as well as the sales person that owns that account. And what we see is you see like a fifty percent on emails send to meeting booked rate from those emails. So roll during yeah, which is ridiculously high. Right, for email marketing, like email marketing, if people get saying email marketing said and mass email marketing where you're spraying and praying. Absolutely is that. But when you're doing really targeted email marketing that you know, is very behaviorally driven, if that person is still on the web page when there is seeing that email from you, they're still in that mindset. They're much more willing to engage. So, say, there's like a lot of things people can do in terms of buy ntem with their own website. But I think people will always reach a certain ceiling where they're also like a there's any so many people that know about us and now products or service. What about the people that don't know about us? And that's where I say, you know, companies that aren't already should be on GT crowd, right, if they sell software or they sell services, they should create a free profile and get crowd and start to generate reviews of their products or service from their customers. Because once you start, once you generated ten reviews from your customers, that then makes you illegible to sit on all of the different grids on get crowd that your product or service is relevant to, which helps you then get in front of more and more buyers of those different products or services. Today be kind of like the other step. I say to people wanting to start, you know, leverage buying inten bit differently is, you know, get that free tech grab profile and once you start to do that, then you can upgrade some more premium versions of tech crowd where we actually start to give you much more granular data about the people that are doing your page and your category. So, you know, let's say you are a marketing automation company, cell software, and you're on the marketing automation get crab grid. If you're paying for our buying intent data, we're helping you understand the different companies that are in the market right now for the products or service...

...or category that you sell. And you know, if you're using sales force, you can think that D to crowd buying intent data with your crm, so the reps that own certain accounts that are visiting your category or your profile and D to crab that will all show up in sales for so your reps and know which of their accounts are currently in the market and buying or researching. So, you know, necessarily a new product that we launched so only a few months ago. Now that we've had really great reception to product so far, lots of software companies and service companies are starting to buy that now, which is exciting that we can start move into that data space. I love it. This last piece, Ryan, that we're going to talk about is leveraging the voice of your customer across the full funnel. Explain to us what this looks like for you guys. Yeah, absolutely. To look, I think, like most market is still think of leveraging the customer voice from the perspective of putting up a customer testimonial on your website and creating a customer case study video or, you know, invent data sheet with learning and I see that's like a great stuff. But buyers are becoming more and more, I guess, confident, maybe and confident in buying software without, you know, necessarily needing to engage a sales reps. but they're also becoming more, I think, weary of trusting content and brands are publishing about themselves. And so one of the things that I think and one of the areas where a lot of market is especially D to be marketers are missing out is by leveraging third party customer content. Right. So when you know people are viewing content about your product or service on a platform I G to crowd, there's a much higher level of trust in the data because that data can't be edited by a marketer at the company, right like it's generated by customers of the product or service. So I'd say you know, if you are a product a company to sell the product or server, whether it's software or you know,...

...start getting your customers to leave information about you your business on contom sites like GT crowd, and we're not the only one. You should just do it for us. But you know, for all of those different sides, because you know there's millions of buyers that are coming to type like ours and others every month and they're wanting the the real truth from real customers. And you know having just a perfect five star rating on site by G crawd actually isn't the best for your brand. You know, you really want customers on their telling the truth about, you know, your product or service and if they were in a certain segment where the products or service wasn't good enough, you want that there because it's helping your future buyers learn what is the best it for your product or service. So it's Ay, like you know, leveraging customer boy from Third Buddy side is one area where a lot of brands aren't enough about and are putting prior proactive programs in place, but then also leveraging that data for your product or your development teams to write. So you know, we have a lot of engineering teams and product teams and executives that come to GC crowd every day to actually learn from their customers and from the reviews of their customers to start to indicate and drive the product road map for their business and based off of what they're existing customers have told GC crowds website, because a lot of the time, I think you know marketers or people that have bought your product to service. They might not still as comfortable saying it to you. You know the account manager, a health person what they like and don't like, especially if you're asking them. But they sold much more willing, I guess, to share content on GC crowd around what they like and didn't last and so I'd a smart product teams are leveraging the customer voice to start to gain new inside how they should develop their product or service even further. Bryan, this has been fantastic. If there is somebody listening to this, they want to stay connected with you, they want to learn more about you two crowd. What's the best way for them to go about doing that? I mean, the best thing to go about doing that would probably be to either add me on twitter. You know, I'll you know,...

...anyone can be me or treat me and I get back to everyone. So my handle is at and then just my name, Bryan Benizi, and if he says Ryan Viny GGG crowd, you'll you'll find me on twitter. But then I say also, just connect with me on Linkedin. You know, I am super happy to accept connection request. Belem, the industry things to lean where I'm always sitting a lot of content there. So yeah, and you know, connect with TT crowd as well, as said in. Anybody can help with awesome R I will again. This has been incredible. I really appreciate your time this morning sharing these sharing these really valuable insights and looking forward to to go and live with this. So I appreciate it him. Thanks so much, saying he said, it's great to connect. that. Yeah, looking forward to watching what everything you're doing to the great thing there are lots of ways to build a community and we've chosen to build the beadd growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, will talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a BOB growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be to be growth dinnerscom. Thank you so much for listening. Until next time.

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