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

Episode 2102 · 4 months ago

Have a brand? Measure these 3 things

ABOUT THIS EPISODE

In this episode, we talk to Tanya Shumilovich, Marketing Director at airSlate.

Yeah, hi everyone, welcome back to be to begrowth. I'm Olivia Hurley with sweet fish media and I'm joined today byTanya Sharma Ludovic, who is the marketing director at air slate. Tanya,how are you doing today? Great and happy to be here today. Oh, great. WellI'm thrilled that we get to chat Tanya, you have seen a lot, you haveexperienced a lot, you've been in a lot of different seats and um one of thethings that you were telling me you were really passionate about is you'venoticed that people are really willing to jump into developing the emotionalspace and experience of building a brand, but that you would caution thatbrand development needs to be coupled with measurable outcomes. People whoare building brands need to understand how to measure it. So if we were tostart at the very beginning of this, when We would go to build out a brandwhen somebody in a B2B company starts building out their brand, what do youthink they need to be measuring? You know, like you mentioned the exactlyright about this emotional attributes and his father of advertising andmarketing. David ogilvy facade that brand is uh you know, it's mix of bills,emotional and rational attributes of the product. So definitely if brandprovokes and provokes emotions, how do you measure them? You know, it'ssomething like, you know, you say, why do you love something? Right? It'sabout emotions and uh we're all about, you know, like brand delivers and uh,you know, Love Marks is such a sad, definitely branch should impact yourbusiness and in BtB, when you say like, what do you want to measure at the end?You want to measure your revenue, your business growth, right? And when youtalk with your sales team, they don't...

...want to see all of those, you know,Love Marks, they want to see leads coming into the pipelines and uh, deals,converting. So then definitely you will be measuring your revenue. So tounderstand how that goes, you need to understand how strong your brand is.And uh, first of all, we talk about brand awareness basically, like uh, doyour prospect, no, you out there in the market ocean, right? So before theyhave to know you and ideally you should be top of mind in consideration. Likewhen we say about like video chatting, right? You know what video chat youwould pick? A zoom? Yeah, great. That's, that's top of mind. So, or at least youwant to be um, in aided brand awareness, like, you know what video chatterproducts do, you know, and you can name a few and you want to be on that listafter you, you get on the, at least at least your prospects can consider you.Uh, So that's definitely something you want to measure. Uh, So getting back towhere I started, uh, you would love to measure your brand awareness, you know,how, you know, on the market? Yeah, absolutely. So how exactly do youpropose that we measure brand awareness? So they will go directly to yourwebsite, You can see that in traffic spikes and obviously they will besearching uh, your brand um, over the internet. So you can track also brandsearch uh as a parameters when we talk about brand awareness. It's not only,you know, like how they know your brand, but also how they take your brandfurther. You know, is it going through social media? Does it go through mediachannels and on that you will be...

...measuring the share of voice, basicallyhow much of that space your brand occupies comparing to your composition.That's so helpful. So we want to be measuring brand awareness throughtraffic spikes on the website. We want to be looking at how people furthertheir discovery of your brand through social channels, ultimately to end upon that top of mind or top three on your mind list. So Tanya, why is it soimportant to be measuring these things just for the business? To understandwhere the growth come from? You want to build predictable growth. You want tounderstand what channels or what elements of your marketing areimpacting your sales, so you can build that for the future. Absolutely. So I'mcurious if we could hop into the minds of marketers who are eager to build outtheir brand, but maybe don't know as much about measuring these elements yet.Why do you think marketers generally neglect measuring brand elements? Itcould be, you know, like when you're in a hurry and you need to deliver number,so you need to deliver, you know, you need to build its pipeline for yoursales team and you just, you know, do do do that, and then you're notmeasuring uh in details would help you to build that pipeline, That could be,you know, one marketing teams neglected, um might be the case uh to thebeginning of our discussion, you know, brand is so emotional when we go toslack, let's say, I don't know if you remember they had on twitter this wallof love where they, you know, users were coming and saying, you know, whyis it of slack and so on? You know, uh...

...from one side, that's a great sampleand that maybe we will talk about it a little bit later, you know, this isbrand development driven by Product Lead BTB company, which is a greatexample as we at Aarhus Late, you know, we're product lad company from UnitedSide, you know, how would you measure that laugh? Right, but still you canmeasure it because you know this is twitter, you can measure it, you know,a number of course you can see the, you know, at least you can measure anengagement and then you can see if that has an impact on conversions andfurther sales right? Basically, you know, like if you need you can go andmeasure each channel performance in in details. Absolutely. So bringing yourmarket onto the channels that you can measure for them to have theopportunity to share their brand affinity. Oh, that's that's brilliant,yeah, absolutely. And even if you talk about sales, you can measure that evenif there is a sales process because you know when your sales team talk toprospects, right? They know who else is on consideration list. They know whycustomers choose you and customers can simply choose you because you are, youknow, on top of mind of their consideration list, that's, you know,that's where marketing did a good job for sales folks. So I'm curious to diveinto a little bit of your experience and get inside your mind, what resultshave you seen from measuring brand? It's sad, you know, like when you startbuilding awareness, you can see, you know that more users are coming to yourwebsite, more users are searching for you. So if you have more traffic toyour website, basically you will have more leads get into sales. That's how,you know, look at the funnel and measure it. I can see you know, whatactivities I'm doing uh in regards to...

...brand building brand development, brandawareness and I can, you know, measure it at the top of the funnel and thenhow we drive through the funnel in, watch out here. You know, like when yourun multiple activities, right? You have a podcast, you have youtube videos,you have, I don't know, like press realist, you have conference andluckily we are starting to have offline events again. So you have all of those,you have people coming to your website and you, you know, you obviouslyunderstand that because you invest money and you you do something, but youcannot build relation to any of that particular source of users coming toyou. And uh, let's get into sales. So the child here, you know, to understandif you are able to measure each channel separately or you just say, you know,like, yeah, okay, I'm not doing that. You know, that's my investment. And Iwill measure ri uh, you know, a little bit later, like at the end of thequarter. So depending on your business model, dependent on your reporting andhow you do it within your business, you can understand, you can set foryourself, girls, how do you want to measure it at, you know, in details oris a bulk? I'm curious if we can go down a rabbit trail together for asecond as you're talking and just I'm curious. Um, have you ever seen a timewhen measuring brand has taken away from the emotional experience of thebrand? Uh, you know, all of those tricky questions, I wouldn't be that concerned and I justdon't want, you know, market is to be really full. Uh, you know about thisgoing too far into emotional space, It's sad. Uh I must strongly believe inproduct last let companies. So, you...

...know, you can build all these nicestories around the brand and then, you know, if product doesn't fit right, uhit could be a rejection which could make a negative impact on a brand. Soeven if you build emotions, they should go from like, you know, what needs yourproduct satisfy what your case is your product solve. And you can buildemotions on top of that layer, you know, and still be connected to to yourproduct to category. And what drove this product play in your um customerslife? Oh wow, well thank you for one explaining that to me and going downthat rabbit trail to get back on, kind of our main thought here. If somebodywanted to start measuring their brand, what would you say is step one, Whatstep to kind of walk us through the first action items? If you justlaunching your brand, you know, you can start from, let's say, you know, 0.0,understand where you are in terms of, you know, like awareness andrecognition. Uh said uh, you know, you can always compare like when you grow,when you start doing some activities, let's say, you know, here is june 1stright? Our starting point. And then we started launching some markets andactivities like press releases, let's say social media, whatever channel youchoose to drive brand depending on your budget and your goals for your business.You can measure at the end of the month and let's see, you know, if this hasincreased and boost to your traffic, you know, if more people are coming toyour website, uh, if you have more leads, get into your sales team, ifthere's a good leads and if those leads...

...came because they know you right,because they learned about you from particular channel, from activitiesthat you have launched. So that that would be probably the baseline tounderstand if this works out for you as well, because you can build a brand,you know, and people can know you, but it might not trigger any actions, right?I know Apple and I will go and buy iphone and I know whatever re Apple andI will not go and buy them, right, because it doesn't fit into my, youknow, space. Yeah, absolutely. Well, talk to me a little bit about thedownstream effects of measuring brand. What results could listeners expect ifthey implemented what you're suggesting again? This is tricky question becauseit depends. Where are they now? Well, obviously they can come to your productbecause they have particular need, right? And you know, having that need,they can discover your product and then they will be amazed by your product.And they then they could go and research on the consideration stage andgo to review platforms, read about your product and discover it. And that'salso you know, part of brand building exercise, you see if there is an impactto your traffic and definitely there will be an impact to understand, youknow, how big the impact should be. I assume it correlates with investments,so you can start tracking and just on the girl, you know, by testing yourdifferent activities and whatever you do, you can understand like whichactivity impacts traffic, like more less which activity impacts leads.Hello, But that goes, you know, further down the funnel. So it's very top ofthe funnel, you can just understand, you know, like you pull triggers, youjust, you know, launch different activities and see, you know, how itdrives. And then you can build an...

...understanding what impact it makes toyour pipeline. Absolutely. So for somebody trying to follow what you'resaying and somebody is now in motion of doing this, what's a warning sign thatthey're getting it wrong? You know, this is a case where it's better tostart doing something and uh testing and experimenting than not doinganything at all, especially in B two B space when, you know such where I'mjust like, you know, brand awareness and image and reputation, right?They're very important to conduct the sales and also they help a lot to salesteam to talk to customers. You know, it's much easier to get to someone uhthat know you, so whatever you know, you start doing, just start doing andtesting and see what works in particular for you, for your businessand in your category, comparing on what your competitor is doing and here weget to the point. You know, you should also go and check what competition isdoing. So you can differentiate yourself on the market Tony. If therewas one big takeaway you would want listeners to get from this episode,what do you think it would be? I would encourage better be marketers to bebrave to get out and built. A brand Brent is uh, something uh, you know,it's tangible and intangible. That's something that definitely you want yourcustomers to love and uh, come to you use your products and stay with you fora couple of years and even more before doing that, just set a baseline foryourself. How do you wanna measure it...

...and just realize that you have tomeasure it because you need to justify your investments, your spending and youneed to understand why you grow and how and just go out there and do it andencourage your colleagues do it as well because you know, it's not only aboutmarketers to bring brand to the market, it's also on product shoulders to makeit happen. It's also on your colleagues, your ceo to go out there, you know, bevisible uh in social media and on events and in different space. WellTanya, thank you so much for joining me today and sharing so much of yourexperience and insight. Where can people go to learn more about you andair slate? Definitely they can go to link them my profile and I would behappy to accept connections and chat with more marketing folks over thereand go to seriously dot com to discover our beautiful products portfolio. Well,I love it. Well, thank you again for joining me on PTV growth. Thanks Alina. Yeah. Gary V says it all the time and weagree every company should think of themselves as a media company first,then whatever it is they actually do. If you know this is true, but your teamis already maxed out and you can't produce any more content in house. Wecan help we produce podcasts for some of the most innovative BB brands in theworld and we also help them turn the content from the podcast and blog posts,micro videos and slide decks that work really well on linked in. If you wantto learn more, go to Sweet fish Media dot com slash launch or email Logan atsweet fish Media dot com.

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