770: Reducing Luck In Your Account-Based Marketing w/ Daniel Gaugler

ABOUT THIS EPISODE

Recorded on location at the 2018 #FlipMyFunnel Conference in Boston, in this episode we talk to Daniel Gaugler, CMO at PFL.

He shares what he calls the perfect storm of factors making it harder for B2B marketers today, how to reduce the luck making it through that storm & doing things that DON'T scale that actually lead to business growth.

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 sweetfish 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 Pactics, they're building the fastest growing BB companies in the world. My name is James Carberry. I'm the founder of sweetish 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 Daniel Goggler. He is the CMO at pfl. Daniel, how you doing today, man, I'm doing great. Thanks for having me, Logan. Awesome. Well, we are here. We're recording this while we're at the flip my funnel conference talking everything account based marketing these days. This will go live a little after so for folks listening to this to give them a little bit of context. For you, Daniel, before we jump into this topic of humanizing account based marketing, I'd love for you to take a second let our audience know what you in the team at Pfl or up to these days. Pfils and marking Technology Company. We provide solutions and integrate direct mail with your marking animation platform or your crm to really add another channel and help orchestrate that experience across multiple channels.

We're targeting be tob accounts, implementing account based marketing on our own team, as well as helping a lot of our customers launch account based marketing programs. MMM. So you guys do a lot more than just the printing itself, right, but that was kind of the foundation of the business. Absolutely. So at our roots we are printing and fulfillment logistics company, right, but with a strong background technology. We've been building technology systems to be the Amazon of B TOB personalized, customized collateral since one thousand nine hundred and ninety nine, and now we've just taken to their level where we integrate into the systems of people are already using to do their otherwise digital only marketing, on that mix of old school and new school, where you guys are kind of converging the to with, you know, with print and digital at the same time. Yeah, absolutely, and taking the best practices from digital and applying them to a physical medium so we can consume it on a device other than just our foam, and so making it so every single piece can be as dynamic...

...as an email or the banner ad it's into personalized for the individual, the timing can be right, all of those sorts of things to really bring out a different experience with that with our future customers. Yeah, awesome. Well, you were one of the presenters here this week at flip my funnel and you were talking a little bit about this perfect storm of conditions. It's making it tough for BB sales people be to be marketers. Tell us a little bit about how you see that perfect storm playing out right now. Yeah, the perfect storm is we live in a world where the BEDB buyer biers in general have completely changed. Netflix, Pandora, those have changed our expectations as consumers, and that's bills over into our business lives as well. And the we're pretty much intolerable of irrelevant, non personalized communications. Yeah, no matter what channel it is. And then you combine that with just how markers have...

...responded to this influx and in decline in response rates. They've responded by upping the volume. And so we're just making it harder on ourselves. Right, and this is pretty ironic, given we're marking technology is today and what it allows hows us to do and the millions of dollars or billions of dollars that have been invested in technology and media, that it's actually harder to do our jobs than it used to be. Right, right, I love that analogy of Netflix. We were having dinner, you know, our team went to the ABMME's last night and we're grabbing dinner with some other marketers here at the flip my funnel conference and we were talking about shows we like on Netflix and someone brought up the topic of you know, I almost get mad when Netflix recommends a show that doesn't fit me, like you said, like we're so conditioned to get hyper personalized on point messaging that when something doesn't fit, whether we're a BTC consumer or a B Tob buyer, we're all humans and we're...

...facing these same conditions. Right, for me, it's when my wife doesn't switch the netflix account and then my recommendations are a little are not quite up my alley. Nice, Nice. So tell me a little bit about this topic or your take on humanizing be to be. It's a theme here this week. You know, what's your take on that and how you guys are approaching that at pfl? Yeah, so that is the way we need to respond to this perfect storm of conditions. That's not a perfect dorm in a positive way at all. Right, we need to think about how do we have meaningful, intimate connections with our our future customers and what our current customers and the way that we are deploying that at pfl and helping our clients boy, that is by really using the data that we have to refine the message that we were given them, making that personalize to them. So it comes down to recommending the right movie, but then also to look at across me it was the right channel for us to engage with them. Okay, and obviously we're very passionate about direct mail and the impact that can have because it...

...it does have a tangible feel to it. There's also lots of psychology and neuroscience on why it elicits, of the response and different emotion. But it's also about how do we integrate the human touches within that as well, and so making that direct mail piece personal create a human connection and then also coordinate it with a well timed phone call and that is orchestrated and we're on message and on point with that customer around their needs and what they care about, not just serving ourselves. All Right, today's growth story revolves around search engine marketing and we'll be shining the spotlight on ages software, a company that makes software for manufacturing operations. Ages was one of the first companies in their space to invest in search marketing. But as competition grew, their performance plateaued. To counter this, they hired directive consulting, the B Tob Search Marketing Agency with unparalleled experience in in bent legend. For BDB companies, directive was able...

...to increase ages monthly online leads by four hundred and fifty seven percent, while at the same time lowering their cost per lead by a hundred and forty seven percent. I have a hunch that directive can get these kind of results tree to. So head over to directive consultingcom and request a totally free custom proposal. That's directive consultingcom. All right, let's get back to this interview and so to you. As we were talking a little bit offline, you mentioned that, you know, for ABM, for you guys, you've been doing that on the marketing side for a while, kind of integrating the the sales and marketing approach to this account based strategy, and it's really been, for you guys, about reducing luck in in your strategies, for your customers, in for yourselves. Right. Yeah, so just a little history about pfl is our root in e commerce business. We had a traditional funnel and it...

...was very much an inbound model, right. How do we get more eyeballs on our stuff, create more leads which then, certain percentage, become customers, and that we're fine in the ECOMMERCE model and still works well today. But if you look at it, we're look to acquire a higher lifetime value customers, of better customers. For us we're at the mercy or the luck that the right person searches for the phrase that we're optimizing for that they then become a lead, or the right person comes by our trade show booth and says hi and they become a lead, whereas with account base marketing we get to choose, and now that we've served hundreds of undreds of clients, we know what a good customer looks like, from their marketing sophistication to their company size to maybe some of the intent data we have on them. That will know and maybe puts them at a certain level. And so we can reduce that luck by going after those target accounts with our marketing and sales efforts coordinated together. HMM. Yeah, and so the last thing I know you wanted to talk about a little bit was in the ways that you guys are doing...

...account based marketing and focusing on things that necessarily don't scale and how that has attributed to some growth. Tell us a little bit about, you know, something you guys are doing. There something that folks should be thinking about. In doing things that don't scale, the actually lead to growth. Yeah, so I think that's one of the biggest challenges. You hear an organization probably fast grow, authoritization. It's a common excuse on why not to do something. Is that will never scale right, you'll never figure it out. And they're one of my favorite podcast masters of scale. There's an interview in there. There's an interview with the founders of Air BMB and about how they owners. The founders were going out and taking photos of apartments or houses to put on the site. Obviously that didn't scale, but they did that to a point to they prove the model and then it works. And we, I think about how we take that back to our marketing is, how do we start with the hypothesis? How do we test improven but something on the market place to learn from it, because the companies that adapt the fastest and learn...

...from their programs are the ones that are ultimately going to whin. Yeah, and for us that looks like every campaign that we that we're deploying and testing and and doing iterations. My favorite just actual takeaway tip that I can give you is you have to do lots of overcommunicate and have lots of stand ups, since this is not you're not doing this in the side that when you doing account based marketing, you need to be working with your sales team. So we do daily stand ups there fifteen minutes what's working, what's not, and so you can iterate the process, no matter what program was were running. And sometimes you just got to pick up the lifting through root force rather than saying I'm going to have an integration with my mark animation, with my sales force and with three other Martek vendors. Yeah, you just do it through it excel, spreadsheets, email and hard work. Yeah, I love that. You kind of flip in that instead of, you know, just doing stuff that scales because it scales, find out what works not at scale and then figure out a way to scaling because you're scaling the wrong things,...

...then you're not really doing any good and long run anyway. Exactly. And you do it in a situation where you get too big to fail, like in our marketing we get emotionally attached. Right, we put so much effort right, we're going to squint and try and work the numbers and fight. Even though it wasn't the original success metric, we're going to make sure we find some win out of that right, because we we've invested so much in it. And if you can think about how you can quickly iterate and publishing go to market m you don't have that attachment and you can create better marking and a better customer experience. Yeah, awesome. Well, Daniel, thank you for being on the show. This was a great conversation. If people listening to this want to reach out to you, ask any questions, find out more about PFL or just stay connected with you, what's the best way for them to go about doing that? Yeah, find me on Linkedin. Message me there. Also, go to pflcom and you can find out lots about our products and services. Awesome, thanks for being on the shelf. Yeah, thank you, Logan. There are lots of ways to build a...

...community and we've chosen to build the bed to be 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 would 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 to be 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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