789: Strategies for Shifting to an Account-Based Marketing Approach w/ Janel Laravie

ABOUT THIS EPISODE

In this episode we talk to Janel Laravie, Founder & CEO at Chacka Marketing.

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Wouldn't it be nice to have several thought leaders in your industry know and Love Your brand? Start a podcast, invite your industries thought leaders to be guests on your show and start reaping the benefits of having a network full of industry influencers? 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 vanner 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 tactics, they're building the fastest growing BTB 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 cohosts 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 grows show. We're here today with Janelle Laravie. She is the founder and CEO of Chocol Marketing. Janelle, how you doing today? I'm doing great, Logan, thanks for having me on. Hey, we are very excited to have you guys on. Janelle, thanks so much for joining us. Really excited to dive into some specific strategies that you're recommending to folks and that you guys have shifted to in your account based marketing approach. Very top of mind for our team. We just got back from the flip my funnel conference in Boston last week at the time of this show recording, so excited to hear your strategies and tactics and thoughts on this hot topic for a lot of marketers these days. Before we do...

...that, though, Janelle, I would love for you to share a little bit of background on yourself and what you and the team at Chocolm marketing or up to these days. Great, yeah, absolutely so. You know, here Chaka we're focused on partnering with like minded goal or in a client and what that does is it a now. It allows us to usually focus on growing together, and that has been just, I mean a a tremendous come out component to not only having amazing retention rate among our clients but also having high retension within our employee dates as well. We find our work rewarding and it's that type of relationship that I think has really sold our own growth as an agency and ultimately resulting, and we just found out yesterday, we ranks three hundred and sixty seven on the ink five hundred, so their second year on the ink five thousand list, when we were super excited to crack the the five hundred marks this year. Awesome. Well, congratulations on that,...

Janel. You know, I know when I initially reached out, part of why we wanted to talk to you was, you know, we love talking to fast growing teams and hearing about what they're doing that they could share with the audience, and knew that you guys were on the ink five thousand list last year and then, with that just being dropped this week, very excited to hear that you guys crack the the top five hundred and even in the three hundred rains. CONGRATS. That is that's quite a feat. Yes, thank you so much. All right. Well, Janel, we wanted today to talk about, you know, closing the loop between your ad efforts, your demandain efforts and close deals to to try and find that that solid line between those those two efforts, which can be a challenge. And you know, as we were talking offline, you mentioned, you know, the first change that you need to typically make that helps in closing that loop is,...

...you know, adopting an ABM approach. Tell us a little bit about what you guys have been seeing in in making that shift, and I think the first thing you mentioned to me was, you know, understanding lead quality at multiple touch points. Tell us a little bit about the shift to ABM and how that plays into it. Yeah, so I think historically what marketers would do in association with their digital effort is they would optimize them staged on conversion and conversions would be a lead form and then at the highest level they started saying, okay, I can afford x amount of dollars for a lead based on the rate at which those leads were closing. The problem with that is that there are so many touch points throughout a sale cycle and business to business sales that some of these different. You know, businesses are looking at sale cycles of weeks, months and even years to turn a lead into a customer,...

...and so when you're looking at these high considerations, business to business purchases, the sales funnel is longer and you're also not dealing with one decisionmaker. The person, the individual that completes that form that that makes them an initial lead in your system is most likely not the decisionmaker that is going to sign the contract. And so not only are their multiple steps for the business that is pitching, there are multiple people on the business that is receiving the pitch. It's story time, and this growth story is about search engine marketing. Okay, so the story revolves around e sub, a project management SASS company specifically for subcontractors. Even though he sub had incredible customer attention, they struggled with growth. Being a niche service, they discovered that there was little demand expressed for their solutions within search engines. To take on this challenge, E...

...sub hired directive, consulting the BB search marketing agency. After refining targeting, pre qualifying clicks with an add copy and developing custom landing pages, directive was able to increase, e. subs marketing qualified leads by seventy one percent while decreasing their cost per lead by sixty five percent. I have a hunch that directive can get these kind of results from you 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. Yeah, definitely. I know that a lot of folks in our audience could definitely understand that thought process that you know there are so many touch points and how do you track that over a longer period? And Janelle, I know one of the things you mentioned is that you know there's this increased demand for not necessarily changing your text act, but changing the the way that your text act is integrated and the way...

...that it's deployed to account for this. You know, multiple touch attribution. Tell us a little bit about what you guys are recommending for for your clients and what you guys are doing to make that shift in line with understanding, you know, these multiple touch points over longer deal cycles. Yeah, so the first thing is this account based marketing concepts. So you're really marketing to a new account and turning that lead and associating that lead into an account. Happens within your RM system, within sales or or Marquetto or hups, but wherever you're housing your lead data and your sales reptor nurturing them through the process. And so what we're seeing an increased demand for is integrating those system into our text Dec that were utilizing to manage and optimize digital media. And so we're seeing integrations not only between providers like Cain toe with sales force. That...

...has a severarate diserver integration between these two systems, but there are I mean even add words, or Google ads as it's now called. It has a sales force integration. That is something you can essentially do even on your own. So you know, these are things that are in high demand. But we are integrating with these systems so that we can see not what happened to the individual that converted into a lead, but what happens to that lead as an account over time. And one of the things you mentioned as we were talking about this offline was creating a scoring system across stages. Tell us a little bit more about that. Yeah, so the very first thing, and what a lot of advertisers will refer to as an MPL. Marketing Qualified Weed is pretty standard thing go and typically a sales rep in most cases is able...

...to determine whether or not a lead is qualified pretty quickly, I would say within a day and most organizations. So it's it's kind of bringing in not only your initial conversion but of those conversions which ones are qualified, because that's an initial, very high value stage in the process and these are things that you can begin to optimize off of. The more real time you can make your optimizations, the better. We can't take the leads that convert today and then look at something that closes six months from now and have had an impact on our optimization. So we need to get more real time indicators as to how things are going to close. So it's kind of a constant updating by bringing in these different stages through the sales funnel. And what are some of the ways that you guys have seen or you've helped clients implement this, you know, real time optimizing for leads over over longer period of time? Yeah,...

...so I mean the initial the initial thing that we do is we take their aggregate numbers and then we start going from aggregate numbers to channel specific numbers, to say the lead to marketing qualified lead rate is x. You know and how many? You know what the percentage is that advances from each stage and then, as we you know, become a little bit I would say that's a little bit more react to. We can become more coactive as we have these integrations with backend system and start having near real time access to the qualification level of these leaves. I love that to know if anybody listening to this would would like to hear more from you or follow what you guys are up to a Chaca, follow your continued growth or just ask some follow up questions on the ABM approach that you guys are implementing and helping your clients with. What would be the best way for them to go about doing that,...

...to reach out or to stay connected with you after this interview? Yeah, absolutely. They can obviously visit our website, Chacol Marketingcom, and Chaca is the AJA BKA, click on contact us and Rica there. You can also email us at Info at Chocola Marketingcom. Awesome, I love it. And just before I let you go, to know where did the name Chocola come from. I just have to ask out of my own curiosity before we let you go. Yeah, so when I was naming the company, I wanted to come up with something that had punch and possess and I found a website that had hawaiian surfer lingo on it, and Chaca means better than narly. So if you think about surfer saying Yaca Bro, that's where it comes from. Awesome, I love it. Well, Jane, congrats again on moving up in the ink five thousand less that just got released, and best of luck with the continued growth. And thanks for sharing your your thoughts on shifting...

...to an ABM strategy with our audience. We really appreciate you coming on the show. Thanks for had any logan. Becoming a thought leader doesn't just happen. If you want to build a strong personal brand and extend your reach online and offline, you need a plan. Want help developing yours. CHECK OUT IMPACT Summit. This one day event is bringing together best selling authors, professional athletes, influential CEOS and emerging entrepreneurs, all for one purpose, to equip you to lead, influence and inspire. Whether you're looking to build a lasting legacy with your business or extend the reach of your brand. Impact Summit speakers will share inspiring stories and practical lessons to help you on your way. Did we mention a session on launching and growing a podcast? You guessed it. You'll hear from sweetish media's own James Carberry during that session. You won't want to miss all of these influencers and leaders coming together in Salt Lake City on October thirteen. Ready to learn more? CHECK OUT INFLUENCER INK DOT Co.

IMPACT SUMMIT BE TOB growth listeners can get fifteen percent off the price of their tickets for this event by using the Promo Code Sweet Fish. Sweet Fish, so use that code, get your tickets today and get ready to grow your brand and your influence at impact summit. Two Thousand and Eighteen.

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