B2B Growth: Your Daily B2B Marketing Podcast
B2B Growth: Your Daily B2B Marketing Podcast

Episode 2027 · 7 months ago

How to Generate CONSISTENT Revenue Growth in Your Organization

ABOUT THIS EPISODE

In this episode, Lesley Crews talks with Nemanja Zivkovic, CEO of Funky Marketing, on implementing demand gen strategies into a small business, the future of sales & marketing roles, and shortening the sales cycle.

He also shared how Funky Marketing describes demand gen to their customers (hint: they don't)!

Yeah, what's up everybody? Welcome back toGDP Growth. I'm Leslie Cruise with Sweet Fish Media. And today I am joinedby No. Monye Zivkovic, the founder and ceo of Funky Marketing. Funky marketinghelps fast growing B two B tech based companies generate consistent revenuegrowth, which is why I thought that you would be the perfect person tointerview on demand generation. So, pneumonia thank you so much for joiningme. Thank you for inviting me. It's it's a pleasure. And uh that was reallywell pronounced name, pneumonia. Thank you. I practice um awesome. Well, thefirst question I have for you before we dive, you know, too deep is based on arecent Q and A. You did over on Lincoln live. And um you answered this question,how do you define demand generation to your customers in a simple way? Andyour response was actually, I don't so can you dive into that a little bit?Yeah, it's because demand generation is what we do and this is how we get, getour clients. So, uh, we, we basically don't talk with customers withpotential clients that aren't already interested in what we're doing andthose clients are coming inbound. So when they come to us, they shouldalready know what we are doing. What do they need from us and what actuallydemand generation is. But to be able to get them to that point, we need to kindof get into the education, we need to to have kind of uh, strategy thatcreates awareness and interest of our services. And basically what, how Ilook at the like real dimension strategy is that it accounts for everysingle touch points in the buyer's journey. So all the way from thosepeople that we are seeing on the website as unknown visitors to thecustomers that are delighted from our services and our recommended us to the,I don't know, it can be other companies or recently it's uh, it's even theirinvestors that are then recommending us to to the other companies that areinvesting it. So it's it's all like pieces of a puzzle. And I see the wholestrategy that it shouldn't ever be looked as like separate entities. Andjust by that, I'm seeing a lot of, a lot of companies doing it differentlyback in today's, it was like demand generation was equal to the S. E. O.Now it's a little bit different. But basically what we are trying to uh,teach others and to change is that it's the whole the whole package the wholecycle. Yeah. And you know, leaning into that a little bit. What would you sayis the most difficult part about implementing those demands instrategies into say like a start up or even a scale up organization? Yeah,that's always interesting because they...

...want it all, you know, when we start,they want it all and they want it fast. So instead of, you know, kind of thelogical steps would be uh going in with analyzing the current situation andseeing like, Okay, we are getting, I don't know, 10 inbound leads per month,three of them and converting, let's see who those people are, how they are.They different from those seven that aren't converting and just, you know,using that data to kind of build up the strategy and everything. But when westart working with companies, they're like, okay, lets, can you do thecontent, can you do the advertising, you know, can we just keep theanalyzing part And actually I found that this party is essential if youwant to have a successful strategy. Besides that, there are a few morethings that I find it really interesting and usually for us are thethings that we don't work with, the companies we stop at that moment. So ifthey don't have the clear vision, you don't have, they don't have the cultureif they don't have the identity and they don't know how to differentiatethemselves. Because why are these things is important? Because a lot ofthings that we are doing are related to bringing emotions feelings, humanityfrom B to C. And to be to be so to be able to do that, we need the companythat has people who understands who are there willingly and who understandswhat it takes to get to the next level. So not having a clear goal or uh, thegoal that is uh, I don't know either to get investments or to police investors.It's not something that that works well because when you are doing that, uh,you know, working with startups, a lot of them are like C. B or C. D. Or likeCB. Going after C day. And uh, basically, uh, they're measuring thingsand trying to create the reports and everything based on the investor's, youknow, trying to please them and if they aren't careful enough, it can take themin totally different directions and long term it will make a lot of damage.Yeah, that's really interesting. So would you say, like in whenever you'remeasuring success in a dimension strategy, you know, it's important notto look at the investors and things like that, but how would you measurethat success? Well, you know, it's it's important to know what what are somethings that will work in a long term and what are some things that can workin a short term, you know, So you need to, to use first demanded over thereand kind of get the results out of that. But at the same time, you need tocreate the new demand and go along with that. Because if you're just using thenew demand and the things that is over there, you're basically going with themarket and going with the market for the most companies looks like they areactually being successful, you know,...

...because, okay, we're growing as themarket is growing, the competitors are going in the same in the same pace aswe are, but we actually don't know what the competitors are doing, you know,and if they innovate and come up with something different, they changed theperspective, they create the new demand, we will end up losing. So those thingscan be tricky. And when it comes to the investors, you know, they just want tosee the numbers that are going up and, uh, you know, it's, it's easy to showin a way. Okay. We're doing advertising. These are the results. It should go upwhen we look at the content. Okay. These are the things that we aremeasuring if you know, even brand can be measured. So in the long term, youknow, how many are people actually consider us as as a different company?Are they mentioned us when they are mentioning companies that are changingthe industry? Making the difference? Are they, you know, bugging us as abrand when we see it at the google search, do we see the names of thepeople from the company and the company name? Uh, in a search in the query ishow people are coming to the website. You know, a lot of small things can be,can be now measured and when we present the big picture to the investors, theyshould be able to understand. Yeah, that's great switching gears a littlebit here. You know, marketing and sales have both evolved so much in the pastfew years over time and in a sense that the two have almost had to intertwine,you know, marketing is now closer than ever to revenue and sales people arereally becoming marketers. So can you just talk a little bit about what youforesee for the future of these roles? Yeah, that's that's a great topic andtopic that I see a lot of people are talking about and when it comes to thesales, I think they adopted quite nicely, especially when when we had thelockdown, we had the pandemic and most of them were already there. But some ofthem that they didn't realize that they need to actually start creatingrelationship with potential clients and customers. So in other way they startedto behave like marketers. So putting out their content, getting intomeaningful conversations and actually showing that they care. You know,they're not just calling out people out of the sudden outbound, started stoppedworking that good. So they needed to switch gears and go to do somethingelse. And I think it's working great for them. On the other hand, marketing,I'm considering myself as market area as well and we are always like, youknow, a little hesitate when it comes to, uh, changes. So okay, we keepourselves inside our safe space. What does it mean for us? Like working on,on events, working on on, you know, social media, pause those kind of stuffand going after the, the new shiny...

...things when it comes to technology. Butwhat should we do instead? I think we are entering the as David cancel fromdrift said the revenue marketing era. Actually that's happening because weget a chance to now measure what marketing is doing. Until now. We could just measure thembased on on elites. Right? So we had this like uh, management and Ceo islooking at marketing like, okay, so the sale cycle is nine months long. Andwhat is marketing doing during that time? So they needed to measuremarketing in some way. So leads came up at something that is pretty cool tomeasure. So when they already have measure mental leads, they came up with,okay, now when you have that as a measurement, you need to increase itevery month. And when we created every month, then, you know, we have a lot ofshit leads. Not many quality ones. And when they go to the sales they sell,this is saying marketing isn't doing their job because marketing actuallyisn't doing their job. And marketing need to understand that its job is tocreate the quantum machine, the machine that will bring the quality leads tothe company. And uh, in that way they need to get closer to the revenue,which means that they need to have, like at least that's how I see it, theseat on the board, because they need to be accountablealso for the for the revenue. And I mean, uh, by making this happen, Ithink it aligns marketing and customer success into one roof and it's underthe revenue. Hey, everybody Logan with sweet fish here. If you've beenlistening to the show for a while, you know, where big proponents of puttingout original organic content on linked in. But one thing that's always been astruggle for a team like ours is to easily track the reach of that linkedin content. That's why I was really excited when I heard about Shield theother day from a connection on you guessed it linked in. Since our teamstarted using Shield, I've loved how it's led us easily track and analyzethe performance of Arlington content without having to manually log itourselves. It automatically creates reports and generate some dashboardsthat are incredibly useful to see things like what contents beenperforming the best and what days of the week are we getting the mostengagement and our average views per post. I highly suggest you guys checkout this tool. If you're putting out content on linkedin and if you're not,you should be. It's been a game changer for us. If you go to shield app dot Aiand check out the 10 day free trial, you can even use our promo code B two Bgrowth to get a 25% discount again, that's shield app dot Ai. And thatpromo code is B the number to be growth. All one word. All right, let's get backto the show. That's really interesting.

Yeah, I I completely agree that, youknow, especially here lately content is king and it's what's going to driverevenue in the long run. This kind of leads into my next question actually.And you know, you talked a little bit about how marketers are always kind ofscared of change and they always want to stay in their in their zone. But wekind of used to focus on this specific marketing funnel and it seems like thatfunnel starting to die out a little and marketers are starting to see itdifferently actually. So, can you talk a little bit about shortening salecycles in that funnel? Yeah, for sure. And I agree about about the funnel, Ithink we cannot put things inside the funnel today as as we did before,because people are having so many touch points before they got to the salesthat we cannot even measure all of them. So let me tell you a little bit how,how we do it. So because we are in B2B and we're working with the bigcompanies, so we focus on linkedin and by focusing on indian, what do I meanwhen we come to the company, we usually, what we're seeing is that companieshave main pillars in written broadcast and usually those, that content isquite okay, meaning that they have uh, keywords, they know the persona andthey were using the tone of voice which is right for the, for the company. Soinstead of writing like coming up and writing new post for the, for thelinden, we use those articles, transform them into the, into the postand just adopt them to the people that we are using it to distribute. It takesme to the next point. So we are using actually people from the company todistribute the content Ceo, we'll talk about the leadership about theinvestment Ceo, we'll talk about business development, head of continueto talk about the content etcetera. So we adopt their tone of voice andeverything. So it means if somebody is uh, not funny, we will add that to the,to the content and by doing that, we are hammering over pain points. Sousing that content is already existing when we don't have it, we startcreating new ones. So, additional thing that will happen is that even after twoweeks, maybe a little bit more, it will become boring. So we need to addpersonal uh views personal stories and everything. So we do the interview ofhalf an hour a month with everybody involved in the strategy so they canshare their, you know, uh their personal stories, How do they see theirpositions? What are their views of the things that are changing in theindustry? All kind of things. And we had that as well. So, we are kind ofbuilding the company brand by building the personal brands of the people infront of the company into that way. We are also educating the potentialclients because we are constantly adding new people to defeat in beingengaged in the comments and when they...

...are educated enough, they come to theLincoln diem's or they find the link in the featured section or they go to thegoogle and convert to your website. On the other hand, when it comes to thecompany pages, what we found out that his working is adding another contentpillar, which is like podcast like this one or the video interviews orsomething like that. When if the company don't have the authority yet,so we start building people who are, let's call them influencers orauthority in the field to talk about themselves for an hour. And so wecannot build the authority of the host. If if they already have the authority,we go directly to the people who are from the companies were targeting. So Idon't know if we are going after CFO, we invite the CFO to the podcast totalk about. I don't know how they hire vendors, how the firebenders, how thedecision making process going, also uh how the buyer's journey is going. So weask all the questions that we need in order to kind of get into theconversation after the podcast. And basically when we have this long pillarof content, we go to Youtube video, we go to anchor or any other uh body ofplatform to distribute it. We sort of one hour, let's say of content. We cancome up with 3-8 smaller pieces of content where we target each points inby a journey and we share that with with the guest, right? So they canshare it on their profiles. We share it on the company page where we taggedthem and basically we build our brands by building the brands of the of ourcustomers or potential clients and we send it to them so they can share it.And while they're doing this, we are from the personal profiles, we areadding more people from the, from the company, so the visibility is biggerand that's how we do it organically. Okay. But you know, as you know howthings are going, Quantum takes time to work and uh sale cycle is still longone, so the customer will say, okay, so we still need to wait how long thistakes for that to work. So we need to come up with something that will, youknow, shortened to be able to do that. We use a bit see metal, so from thatperspective we use facebook and instagram else to amplify the contentdistribution. So we create a different kind of contents or news like articlesor testimonials or case studies, anything that can be consumed in likethree minutes. And we target uh, to kind of Targets. So one is the decisionmaker and other is somebody who will actually use the service or the product,let's say if we are running against for...

...camera, it will be social media manager.So we uh watch what's happening on the channel level is the right peoplereacting, then we see what's going on on on the website. So is the, are theyactually reading the article and if it's happening then we wait just what'sgoing to happen? Like the decision making process to be finished insidethe company they come and convert. If you know the next step can be, that'snot happening. We know now which piece of content they were interested in. Weknow their position and everything. So we can come up with retargeting and getthe specific offers or you know, if they want to have results right away,then we move into the PBC, I mean we can always add linden, it's to theequation, but all depends like what they want to do, but how big is thecompany, how big budget, etcetera. Yeah, that's great. I, I love you gave somuch good advice in that in that minute there and I think one thing I love thatyou talked about was kind of building your brand and I think that we've kindof done this that Swedish accidentally. Actually, we've had a lot of peoplefrom, you know, people who work in our company who have just been posting onlinkedin lately just because it's something that we all collectively kindof agreed we wanted to get involved in. It's not something anyone made us do,it was just, hey, I want to start posting on linkedin more often and it'sreally helped to build the Swedish brand as a whole. So it's been reallycool to kind of see that in motion and see how that's been working for us andour company. Um, but I also like what you said about building your brand bybuilding your customers brand as well, and kind of like sharing them on yourpersonal page and getting them to share and kind of like vice versa. I thinkthat's, those are really, really great methods. Yeah, I, I see that you'redoing a really great stuff, really like it and I like that all of you have, youknow, have a unique saying underneath the brand, you know, because you aredifferent people telling different things, but it all comes down to onestory that the brain is trying to tell. That's great. Also, Yeah, I didn't, Ididn't mention, but just doing this, what I explained, focus only onlinkedin. Now it's like five of us inside the company, but it was eventhree of us. We managed to get 33 deals closed in a year, wow. So and it's notlike just small companies, some of the Denver companies with With now 750people, 500 people and they all came inbound, wow. That's crazy. What issomething that you think marketers in this space tend to get wrong? That's aninteresting question. But the basics, marketers tend to ignore the basics andthey move, as we mentioned, to the, you know, which tools are we going to use?How are we going to implement certain...

...things? What are some small changesthat we need to to add? But instead they should actually focus on thebasics. Check the analytics, checks what are the things that are actuallyworking and focusing on that. And when I say uh, finding out what's working.And we also mean like talking to the customers somehow as marketeers tend torun away from that. But I think now even even the people who are reallylike shy and don't want to, you know, jump on the call and call customers. Imean they can listen to the websites when their target customers are talking,sharing all kinds of things, not only business related but also personalthings. They can jump into Twitter when they can find out. Also things Iremember like back in 2017, I closed the linkedin lead just by by talkingwith the guy about basketball and NBA on twitter. So uh, doing those kind ofthings really helps. But we need to get out of the circle when we are andactually start talking with the customers. I think that's, that's theone thing that needs to happen and uh, we need to get closer to the revenue.That's uh, that's also the thing that a lot of marketers are trying to skipbecause you know, they don't want to be accountable for the number. It's easierlike this. You know, we are creating events. We are giving, you know, leadsto the sales and it's up to them what they will do with them. You know, andyour, you don't have responsibility and it's all summer, you know, but that'sactually far away from reality. And uh, we need to change this a little bitbecause if we are changing, I think that the whole system in the companywill change and the company will prosper. Absolutely pneumonia. This hasbeen so insightful. Thank you so much for joining me here. And if ourlisteners have questions or want to learn more about you or your company,where can they find you online? Yeah, it's me on leading or any otherplatform. And funky marketing dot net is always our website is always a goodplace to start. Perfect. Fantastic. Well, thank you again so much forjoining me here on GDP growth. Thank you for having me. Is the decision maker for your productor service of VTB marketer. Are you looking to reach those buyers throughthe medium of podcasting? Considered becoming a co host of GDP growth. Thisshow is consistently ranked as a top 100 podcast in the marketing categoryof apple podcasts And the show gets more than 130,000 downloads each month.We've already done the work of building the audience so you can focus ondelivering incredible content to our listeners if you're interested, emailLogan at sweet fish Media dot com. Yeah.

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