751: How to Leverage Data & Creative Throughout the Buyer Journey w/ Brian Phillips

ABOUT THIS EPISODE

In this episode we talk to Brian Phillips, CEO at The Basement.

Also in this episode, an exclusive promo code for B2B Growth listeners to get 50% off tickets to the upcoming #FlipMyFunnel ConferenceB2BGROWTH

Click here to connect with this guest on LinkedIn.

Looking for a guaranteed way to create content that resonates with your audience? Start a podcast, interview your ideal clients and let them choose the topic of the interview, because if your ideal clients care about the topic, there's a good chance the rest of your audience will care about it too. Learn more at sweet fish Mediacom. You're listening to be tob growth, a daily podcast for B TOB leaders. We've interviewed names you've probably heard before, like Gary Vander truck and Simon Senek, but you've probably never heard from the majority of our guests. That's because the bulk of our interviews aren't with professional speakers and authors. Most of our guests are in the trenches leading sales and marketing teams. They're implementing strategy, they're experimenting with packets, they're building the fastest growing BB companies in the world. My name is James Carberry. I'm the founder of sweet fish media, a podcast agency for BB brands, and I'm also one of the CO hosts of this show. When we're not interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our own business. Will share the ups and downs of our journey as we attempt to take over the world. Just getting well, maybe let's get into the show. Welcome back to the B tob growth show. We're here today with Brian Phillips, CEO at the basement. Ryan, how are you doing today, man, wonderful. Good Morning. Good morning, Hey, it's great to have you on the show, Brian. Really excited to dive into how some strategies that you guys have help customers employ integrating data and creative throughout the customer journey. I think you know some strategies that you can share on using both of those together are going to be really helpful for our audience. Before we jump right into the content that you want to share today, Brian, I'd love to let our listeners know a little bit about you and the team at the basement. So if you could share with us what you and the team are up to these days. Sure. So the basement. We're in Indianapolis, marketing and...

...advertising agency that focuses on integrating digital, creative and media strategies for consumer brands, but also be to B companies. The company's been around for about eleven years. We've had some significant growth and I think that we're riding the trend and advertising and marketing that is, that is moving towards the integration of data and where we've had a lot of success and and ultimately, at the the day are our clients are having success. So we're driving real business impact with them and that's that's what we set out to do. Yeah, yeah, I love were these two meet. You know, I'd sometimes call myself a little bit of an analytical nerd. I love digging into data, but I love good creative at the same time. So this is a topic that I'm excited to talk about and I think you know, as you mentioned, getting getting this right, blending these two together in the right way, can really yield a lot of results, just like you're talking about with some of your clients. So with that, I love to to jump right in. As we were talking a little bit offline brand, you were sharing some of the challenges that you're seeing customers face in this area of blending data and creative and one of the first ones is just the complexity that exists today in the marketing world. Talk to us a little bit about, you know, that complexity that you guys are seeing. Yeah, there's, I think, one of the primary challenges we're seeing is just the number of channels and I think you're I think a lot of marketers are dealing with this as well. And as the consumers are engaging with brands within a fragmented journey and there's a lot of opportunities for them to engage via social via the web, on premise, you know, in store, there with sales teams, there's a lot of engagement points and in the consumers are looking for information in a various in a variety...

...of ways. So that just presents a lot of challenges that we're seeing and specifically bringing a narrative across that. So how do you engage with a consumer from let's say the top of the funnel through some type of transaction or conversion and have a clear and concise narrative that continuity across the channels? Is is where we see a lot of challenges. And then we also provide a lot of value. Yeah, I mean the channel landscape is only getting more complex. You've got different social media channels, you've got different messaging channels, from chat bots to email to texting with with clients, depending on, you know, what your sales team's methodology is. I mean it's so varied, you know, and being able to provide a consistent message across those channels can can really be a challenge. The other thing we were talking about a little bit, Brian, was, you know, you're seeing a lot with clients that, with all these channels, one of the challenges is continuity of the message, but it's also just providing enough content in each of those channels. Once you've kind of figured out the complexity and figured out where your buyers are living, there's this disconnect of of budget versus the content needs. Yeah, absolutely, you nailed it. Where we're seeing, you know, budgets, you know flat budgets, but greater needs for content, and that's that's both written, that's video educational content. I think the can consumers are doing a lot of research, they're doing a lot of pretailing before they make purchases and brands need to support them and are having challenges just finding an opportunity from a budgeting standpoint to ful fill the content needs, but then also understanding the consumer enough. And this is where we start tapping in through the data and the creative is the consumers engage with channels differently and their expectations from a content, a...

...creative standpoint are different. It's not. It's not just putting a thirty two TV spot out there and running it on TV and then, you know, blasting it through all your other channel that expecting the results. It's just the consumers are engaged differently in the creative needs to adapt to that, to the consumer really yeah, and that probably makes it even more challenging because you know the content needs are there across multiple channels. But to your point, you can't just take the same content and blasted across multiple channels. What are you seeing where you know? Maybe some of your customers have successfully done that? Maybe they've they've started to scale up on one channel that they've really seen as as crucial where their audience is living. Yeah, I can give an example of this. Starts to get into more of the integrating the data and creative purple round and we have a client who's in the CPG. There a CPG climb, but we also may manage their their coop and their retail partnerships and one of the keys in our opinion as an agency is to to build an infrastructure and to build a when I say infrastructure, I'm talking about a data infrastructure across the entire marketing funnel. So looking at everything from awareness tactics all the way down to more of your intent tactics, getting into what we call destinations. So understanding where a con you know, how the engagement point with the consumer, whether that be a website, whether that be in a retail location, whether the on your social channels, those are in our world, those are destination. Those are places that we're driving consumers and at the end of the day we're trying to get to some type of transactions or conversion. So one of the things that we found success is is is to build an...

...data infrastructure throughout that funnel. So put yourself in a position to provide tactics or deploy tactics that extract the data. That is necessary and that is important for you, but you must analyze it up and down the funnel. So if you're if you're extracting information from your social channels and your you're extracting information from your awareness level tactics, those need to be analyzed together and I think a lot of times that the analysis is silo and brands and marketers don't look up and down and to your point about an example. One of the things that we did with a client that I said I thought was extremely successful was we deployed a programmatic display campaign and we put out over a thousand ads, but that the ads were all varied. So this was for a door hardware brand and the back we had a series of ads that had different background images, different headlines, different doorback core colors, different for hardware R and this is where we used ai and machine learning to auto optimize. So we deploy all these and we try to extract from the market in the consumer what brand do they want to engage with, what are they what's driving engagement based on those variables, and they created exactly based all those variables so that we can start to see, not necessarily what they're buying, because we're not trying to ultimately we're trying to sell the product, but at this point we're trying to influence them to take action. So what's the what's driving their action at this point? And we were able to extract performance, product mix, the driving engagement and re apply that when we were doing our TV by so we were working on a national TV campaign and we finished the pitch, the creative the...

...direction was in place and then it come down to what products do we use and are starting point was that consumer truth of what is driving the engagement. And what was interesting about that is that that was not a product that was sold across their retail partners. This was something that wasn't the highest selling product, it was probably one of the lower selling products, but it got the consumers attention and the consumer took took action on it. So we want to use that at the upper at the top of our funnel, because we knew from quantitative data that that has driven action. So I love that kind of applying that theme that you mentioned earlier of taking data from one channel applying it to another, not just looking at how do we continue to make this channel better, but taking the data and applying it to multiple channels. I definitely see how that, you know, can provide some clarity to you know the complexity of the multiple channels. I think that's a great example, Brian. Today's gross story is about a computer software and hardware firm with a footprint of over one hundred thou employees. This company was struggling to engage with partners across a variety of territories and sales focuses. So, with a goal of penetrating white space accounts and growing their premier partner base, this company implemented a solution rooted in data intelligence and channel enablement to engage with over four hundred partners. This resulted in one hundred and twenty two percent partner growth the year over a year, coupled with an mql to esqo conversion rate of over seventy eight percent. So what was this magical solution that produced such amazing results? MRP politics. Mrp politics is an insights powered, account based marketing platform with streaming predictive...

...analytics baked into its core, integrating multi channel ABM execution. On these insights, mrp politics triggers display email, direct mail and global inside sales in real time, helping the largest marketing departments in the world deliver the right message to their customers at just the right time. So could MRP politics work for Youtube? There's a real good chance it could find out by visiting mrpfdcom or click the link in the episode description of this in you. All right, let's get back to the show. You mentioned something that that you guys do in creating a visual outline. Yeah, your funnel architecture and kind of overlaying the the data on top of that. I hope that would be really very valuable for you to share a little bit on with our audience here. Sure. So this is a framework that we work with our our clients are around and building their strategy into. So it starts off with your influence. So your influence strategy. So how are we driving demand generation? And that falls into a your typical awareness, consideration and intense and I mentioned earlier that that drives to some type of destination. So within this framework we look at the destinations as well and outline those. So we're looking at the website, we're looking at the retail locations, we're looking at all the places where your consumers are engaging. Can we can we extract information from your sales teams if that's applicable, and at the end of the day, that drives to some type of transaction. So we're actually working with brands now to see how that's driving performance. So we're seeing we're getting pos data. We want to look at the POS data and at the end of the day we want to start with that pos data and work backwards. So we want to build a data infrastructure throughout all of this that allows us to extract what we need but then visually allows...

...the team to see exactly what we are anticipating or what we're trying to do from a consumer journey standpoint. So we all, on within our agency and with the client, can collaborate around this, this framework to see the ideal consumer journey, the strategy, but then also the messaging in the narrative that gets integrated into and I'm a I'm of the opinion that from my team standpoint, regardless of where you're working with a brand, whether you're on the design team or you're at the strategic level or you're a media buyer, is if we can all rally around the same strategy and understand and clearly understand the same strategy, it's going to make it's going to gain efficiencies for our clients. It's going to gain efficiencies and effectiveness for us because we're able to understand the de decisions that we're making with the consumer. From a creative standpoint, we look at it love. Where's the consumer coming from and where the going and I think when you have as in and out points visible, makes much more informed creative decisions right, right and visible to the whole team, not just created, you know, all the members of your team. Again, kind of going back to that pointing of you need some clarity through the complexity, you know, and we're talking about that, you know from the outside, but now talking about you know, how do you do it internally as well? So those are all great points, Brian, and I love the story you shared in you know, taking data from from one channel, applying it to another, you know, and seeing that effectiveness because you know, obviously a completely different decision would have been made in that story had the data not really been applied. So that's yeah, that's great, solutely. Well, Brian, it has been a pleasure having you on the show. Really appreciate you sharing your thoughts on this topic and I think our audience is going to get a ton of value from this. If they want us stay connected with...

...you, reach out to you, any follow up questions, what would be the best way for them to go about doing that? Sure they can, they can reach us. They certainly can. Go see the the website, the basementcom and available and constantly on Linkedin. So easy, easy to connect with me. Are there as well. Awesome. Well, Brian, thanks so much. Before we let our audience go today, we want to remind you guys one more time. The Flip my funnel conference is fast approaching. August eight in Boston. We're getting really close. If you haven't gotten your tickets yet, we want to make sure you use this Promo code to get fifty percent off the tickets you're going to buy and for yourself or for your team. So that Promo Code is be to be growth, just like the show named. Be The number to the letter. Be Growth, no hyphens, no spaces. So go to flip my funnelcom use the two thousand and eighteen conference link when you go to get your tickets. Use that Promo Code be to be growth to get fifty percent off. Part of our team will be there. Will have a lot of past guests and a lot of our listeners, a lot of great marketing topics, a lot on account based marketing. So looking forward to seeing you in Boston soon. There are lots of ways to build a community and we've chosen to build the be tob 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 be tob 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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