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

Episode 2102 · 10 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 be growth. I'm Olivia Hurley with sweet fish media and I'm joined today by Tanya 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. Well I'm thrilled that we get to chat Tanya, you have seen a lot, you have experienced a lot, you've been in a lot of different seats and um one of the things that you were telling me you were really passionate about is you've noticed that people are really willing to jump into developing the emotional space and experience of building a brand, but that you would caution that brand development needs to be coupled with measurable outcomes. People who are building brands need to understand how to measure it. So if we were to start at the very beginning of this, when We would go to build out a brand when somebody in a B2B company starts building out their brand, what do you think they need to be measuring? You know, like you mentioned the exactly right about this emotional attributes and his father of advertising and marketing. David ogilvy facade that brand is uh you know, it's mix of bills, emotional and rational attributes of the product. So definitely if brand provokes and provokes emotions, how do you measure them? You know, it's something like, you know, you say, why do you love something? Right? It's about 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 your business 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 you talk 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 to understand 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, do your prospect, no, you out there in the market ocean, right? So before they have to know you and ideally you should be top of mind in consideration. Like when we say about like video chatting, right? You know what video chat you would pick? A zoom? Yeah, great. That's, that's top of mind. So, or at least you want to be um, in aided brand awareness, like, you know what video chatter products do, you know, and you can name a few and you want to be on that list after 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 to where 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 you propose that we measure brand awareness? So they will go directly to your website, You can see that in traffic spikes and obviously they will be searching uh, your brand um, over the internet. So you can track also brand search 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 brand further. You know, is it going through social media? Does it go through media channels and on that you will be...

...measuring the share of voice, basically how much of that space your brand occupies comparing to your composition. That's so helpful. So we want to be measuring brand awareness through traffic spikes on the website. We want to be looking at how people further their discovery of your brand through social channels, ultimately to end up on that top of mind or top three on your mind list. So Tanya, why is it so important to be measuring these things just for the business? To understand where the growth come from? You want to build predictable growth. You want to understand what channels or what elements of your marketing are impacting your sales, so you can build that for the future. Absolutely. So I'm curious if we could hop into the minds of marketers who are eager to build out their brand, but maybe don't know as much about measuring these elements yet. Why do you think marketers generally neglect measuring brand elements? It could 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 your sales team and you just, you know, do do do that, and then you're not measuring 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 the beginning of our discussion, you know, brand is so emotional when we go to slack, let's say, I don't know if you remember they had on twitter this wall of love where they, you know, users were coming and saying, you know, why is it of slack and so on? You know, uh...

...from one side, that's a great sample and that maybe we will talk about it a little bit later, you know, this is brand development driven by Product Lead BTB company, which is a great example as we at Aarhus Late, you know, we're product lad company from United Side, you know, how would you measure that laugh? Right, but still you can measure 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 an engagement and then you can see if that has an impact on conversions and further sales right? Basically, you know, like if you need you can go and measure each channel performance in in details. Absolutely. So bringing your market onto the channels that you can measure for them to have the opportunity to share their brand affinity. Oh, that's that's brilliant, yeah, absolutely. And even if you talk about sales, you can measure that even if there is a sales process because you know when your sales team talk to prospects, right? They know who else is on consideration list. They know why customers choose you and customers can simply choose you because you are, you know, 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 dive into a little bit of your experience and get inside your mind, what results have you seen from measuring brand? It's sad, you know, like when you start building awareness, you can see, you know that more users are coming to your website, more users are searching for you. So if you have more traffic to your 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, what activities I'm doing uh in regards to...

...brand building brand development, brand awareness and I can, you know, measure it at the top of the funnel and then how we drive through the funnel in, watch out here. You know, like when you run multiple activities, right? You have a podcast, you have youtube videos, you have, I don't know, like press realist, you have conference and luckily 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 obviously understand that because you invest money and you you do something, but you cannot build relation to any of that particular source of users coming to you. And uh, let's get into sales. So the child here, you know, to understand if 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 I will measure ri uh, you know, a little bit later, like at the end of the quarter. So depending on your business model, dependent on your reporting and how you do it within your business, you can understand, you can set for yourself, girls, how do you want to measure it at, you know, in details or is a bulk? I'm curious if we can go down a rabbit trail together for a second as you're talking and just I'm curious. Um, have you ever seen a time when measuring brand has taken away from the emotional experience of the brand? Uh, you know, all of those tricky questions, I wouldn't be that concerned and I just don't want, you know, market is to be really full. Uh, you know about this going too far into emotional space, It's sad. Uh I must strongly believe in product last let companies. So, you...

...know, you can build all these nice stories around the brand and then, you know, if product doesn't fit right, uh it could be a rejection which could make a negative impact on a brand. So even if you build emotions, they should go from like, you know, what needs your product satisfy what your case is your product solve. And you can build emotions on top of that layer, you know, and still be connected to to your product to category. And what drove this product play in your um customers life? Oh wow, well thank you for one explaining that to me and going down that rabbit trail to get back on, kind of our main thought here. If somebody wanted to start measuring their brand, what would you say is step one, What step to kind of walk us through the first action items? If you just launching 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 and recognition. 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 1st right? Our starting point. And then we started launching some markets and activities like press releases, let's say social media, whatever channel you choose 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 has increased and boost to your traffic, you know, if more people are coming to your website, uh, if you have more leads, get into your sales team, if there's a good leads and if those leads...

...came because they know you right, because they learned about you from particular channel, from activities that you have launched. So that that would be probably the baseline to understand 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 and I will not go and buy them, right, because it doesn't fit into my, you know, space. Yeah, absolutely. Well, talk to me a little bit about the downstream effects of measuring brand. What results could listeners expect if they implemented what you're suggesting again? This is tricky question because it depends. Where are they now? Well, obviously they can come to your product because 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 and go to review platforms, read about your product and discover it. And that's also you know, part of brand building exercise, you see if there is an impact to your traffic and definitely there will be an impact to understand, you know, 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 your different activities and whatever you do, you can understand like which activity impacts traffic, like more less which activity impacts leads. Hello, But that goes, you know, further down the funnel. So it's very top of the funnel, you can just understand, you know, like you pull triggers, you just, you know, launch different activities and see, you know, how it drives. And then you can build an...

...understanding what impact it makes to your pipeline. Absolutely. So for somebody trying to follow what you're saying and somebody is now in motion of doing this, what's a warning sign that they're getting it wrong? You know, this is a case where it's better to start doing something and uh testing and experimenting than not doing anything at all, especially in B two B space when, you know such where I'm just 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 sales team to talk to customers. You know, it's much easier to get to someone uh that know you, so whatever you know, you start doing, just start doing and testing and see what works in particular for you, for your business and in your category, comparing on what your competitor is doing and here we get to the point. You know, you should also go and check what competition is doing. So you can differentiate yourself on the market Tony. If there was 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 be brave 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 your customers to love and uh, come to you use your products and stay with you for a couple of years and even more before doing that, just set a baseline for yourself. How do you wanna measure it...

...and just realize that you have to measure it because you need to justify your investments, your spending and you need to understand why you grow and how and just go out there and do it and encourage your colleagues do it as well because you know, it's not only about marketers to bring brand to the market, it's also on product shoulders to make it happen. It's also on your colleagues, your ceo to go out there, you know, be visible uh in social media and on events and in different space. Well Tanya, thank you so much for joining me today and sharing so much of your experience and insight. Where can people go to learn more about you and air slate? Definitely they can go to link them my profile and I would be happy to accept connections and chat with more marketing folks over there and 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 we agree 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 team is already maxed out and you can't produce any more content in house. We can help we produce podcasts for some of the most innovative BB brands in the world 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 want to learn more, go to Sweet fish Media dot com slash launch or email Logan at sweet fish Media dot com.

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