How to Supercharge Your ABM Engagement - ABM Basics with Dan Sanchez - Part 2

ABOUT THIS EPISODE

ABM Basics with Dan Sanchez - Part 2

Mhm. Yeah. Hey everybody Logan with sweet fish here first of all, whether you are a regular subscriber of GDP growth or new to the show. Thank you so much for hitting play on this episode, a little bit about what to expect. Over the next several weeks, we're going to be replaying some of our best episodes from a deep dive we did earlier this year, all about a B. M. Or account based marketing. If you are new to be, to be or you're trying to get your A. B. M. Efforts off the ground or really gain some traction in what you've started to do with a B. M. Within your organization. You are going to love these episodes. So over the next several weeks, expect to see two episodes a week here in your B two B growth feed and they will all be focused around a B. M. From our account based marketing. Deep dive. All right, let's get into the episode. Yeah, welcome back to BBB growth. I'm dan Sanchez with sweet fish media And today we are continuing the journey into account based marketing though with 18 episodes in. I feel like we've talked about everything there is the talk about account based marketing and still more and more nuances, more and more ways to target and engage and activate an account is coming up and it's been fascinating to learn from all the thought leaders that practitioners and the resources that I've been reviewing here on the show. One thing I want to take a break from in the learning process is to actually promote a methodology. we've been pioneering here at sweet fish media and if you've been listening to the show for a long time, you kind of know how it goes. James wrote the book called content based networking. Not content marketing, but content based networking. And really this book is a fantastic outline of not how to do content marketing, but how to do account based marketing. It is an account based marketing playbook. Even though it sounds like content marketing, when you hear content based networking, it's more on the networking than it is on the content because really it is a 1 to 1 account based marketing type play. And it is the biggest thing that's driven the revenue for sweet fish media and we've driven $3 million in revenue just on this strategy alone. And that's what I wanted to share with you in this podcast episode was how you can use a podcast like we do in order to drive revenue for your account based marketing initiatives going on. So here's a few reasons why you would want to use a podcast to do it and why it works so well. For starters using a podcast to test the A. B. M. Strategy, even if you're not implementing A B. M. Currently is a fantastic way to start one, you're already doing it for content marketing and it's easy to come up with a list of super small 5, 10 key accounts in order to invite on your podcast as a guest in order to build...

...that 11 type of engagement. It's a very A Bm thing to do. And it works remarkably well, hardly anybody says no to being on a podcast and you might be listening to be like well dan if the only reason why you're having them on the podcast is because you want to because there are potential customer and they might buy from you someday. That's kind of it's kind of misleading dan. If that's you right now and you're thinking that then let me tell you, even as a customer even before I worked for a sweet fish and somebody asked me to be on their podcast and I knew they wanted to sell to me. It still worked. I still wanted to be on their podcast. You know, at that time I was like, I don't know if we're going to buy from them or not, Maybe we do, but I still wanted to be on their podcast. It still adds value. Even if they know that's the game you're playing. So To that I just say like go ahead and ask him, yes, there might be like 101 and 200 who say, Hey that's disingenuous. I can't believe you invited me so far. I haven't experienced that. I've not experienced a single person. Even though we talk about it all the time. I have not experienced a single person giving me pushback on inviting them to be on a podcast. Even though they fit R. I. C. P. Because we always make it about them. We always talk about how they're winning and we always try to pull the best insights out of them for their peers right? So it works. The other thing that works so well is that even though you're using this primarily as an account based marketing strategy mainly to build one on one engagement. It also produces amazing content. Like it actually you can this is the only place I know of where you can do an equal amount of content marketing and A B. M. With the same amount of time and I don't know about you but I'm busy so I need to be able to double dip my time. And this is a great way to double dip the effort. So how do you do it? Here's our exact playbook and what we're currently implementing and getting better and better at. And I'm sure after this series I'll have a whole better playbook on it. But I wanted to give you a sneak peek at what we're doing with podcasting in order to drive our own account based marketing engine. And I'm going to use Sand Graham's team model in order to flush it out. So team is an acronym. It starts with Target and then moves on to engage them to activate and to measure and I'm what I'm going to use to drive the structure of this episode. So first with targeting targeting accounts it is important if you're gonna do account based marketing with your podcast for do just good account based marketing and identify the right target accounts. And as you know from previous episodes that goes down it could be as simple as you coming up with 10 to 100 different accounts that are your ideal customer profile. Your I. C. P. Right? So you can sit down with your sales team and be like what are the best customers? And if you have multiple products and different Sales units and stuff you can just kind of pick one to launch it off with and get started that way and come down with some really strict criteria to who is the best. What kind of companies would we love to do business with that we currently aren't doing business with and we know they're not...

...working with our competitors and even if they are you might want to add them to the list. So come up with that list and the second part is you need to find their contact information. You need a way to reach out to them And from there it's not it's just not that hard. I usually just use linkedin right? And you can do this with an excel sheet. Even if you have your whole contact list you can use your crm that would probably be better. But it doesn't have to be that complicated. You could literally come up with an excel sheet and just logged them all log 10 an excel sheet. If this is your first time and just have a few columns for the different parts that I'm going to outline to you in the next step, which is engaged. So we just covered target, the next part of the team model is engaged. Even if you have your list, you got to move to engage at some point, right? You, they have to know about you and the way we get in front of people just by inviting them onto the podcast. So there's a few different steps to that. There is guest outreach. So you have your contact information already. So it's actually reaching out to them in their contact information could just be their linkedin profile. You can just shoot them a message. That's what I do. Um, some people do our very successful using twitter DM So if you know they're active on twitter, if not then finding their email and there's multiple places you can go and buy their their work email from or you can just kind of figure out what their email is based on their company's domain name and you know, it's first off last or first initial last or if it's a small company than just first name, right? We all kind of know how company emails work and then shooting them a message. Usually a really simple message. No more than 3 to 4 sentences, something the lines along the lines of high first name, so that you were doing this cool stuff that I noticed for X, y, z. Corp would love to talk to you about it on our podcast interested. Of course, it always helps if you can customize it a little bit, if you've known them, if you know who they are and you've seen them do some cool stuff, tell them about it, they're going to be more likely to reply if you mentioned something that you've noticed on their profile or that they've posted about recently, especially if it leads to what you would like to interview them about and they're on the, on the podcast itself. I've had people reach out to me before and say like, hey, I noticed you're killing in A B and C, would you like to talk about one of those on our podcast? And I'm like, yeah, I love talking about be, let's talk about that. Um so there's a couple of different ways to do it, but keeping it simple is key. Keeping it simple and short and quick to the point After the reply, then you have to move onto the second step. So that was the first step is guest outreach. 2nd step is scheduling and that's as simple as just shooting the Mcallen, li link, I love cal only just makes everything simpler and it doesn't have to be calendar, could be whatever appointment scheduling tool you use actually use hubspot now but cal only works great just to get it on your calendar and then you have to do a pre interview and I recommend a pre interview while you could. I sometimes I do my interviews and pre interviews all in one meeting. If you're doing account based marketing to the fullest extent that it can be done in podcast and you definitely want to do a pre interview because it's more face time. Like if you get to meet with them twice, then that's just more time to get to spend together. That's more...

...trust that's more time to share how things are going. Like even I did an interview today. I just jumped off an interview actually with Amber bogey and she was, we were just catching up from the last time we had talked only a couple of days ago from our pre interview. Right. And so that more face time means you can build more relationship with your guests a. K. A. Your ideal buyer. So that's the third step. The fourth step is having the interview after you have the pre interview and you kind of walk through all the steps and things that you're going to talk about in your interview. You have the actual interview and the interview split up into three different parts. There's the pre interview before you start recording where you kind of brief them. Like, hey remember this is what we're going to talk about. This is what we discussed in the pre interview is the points. Hopefully you've had some time to meditate on the question, is there any questions you have for me know? Okay I'm gonna push, I'm gonna push record and here's what you can expect and then you push record and you move on to the second part of the interview which is the interview itself and then you stop recording and have the post interview right? Which is just kind of wrapping things up, answering any last questions saying thank you multiple times, you know and ultimately making them feel like a rock star for sharing and giving their expertise on your podcast right? Because again this is about building relationship more than it is about creating good content that hopefully you're creating both. Hey everybody Logan was sweet fish here. If you're a regular listener of GDP growth, you know that I'm one of the co hosts of the show but you may not know that. I also head up the sales team here is sweet fish. So for those of you in sales or sales ops, I wanted to take a second to share something that's made us insanely more efficient lately our team has been using lead I. Q. For the past few months and what used to take us four hours gathering contact data now takes us only one where 75% more efficient were able to move faster with outbound prospecting and organizing our campaigns is so much easier than before. I highly suggest you guys check out lead I. Q. As well. You can check them out at lead I. Q dot com. That's L E A D Q dot com. All right, let's get back to the show. So the next part after that is just sending a thank you email just following up with them quickly with a quick email saying, hey, just wanted to mention again, thank you so much for joining me. I really love what you had to say about X again, we'll reach out to you when the episode goes live, bam. Another touch point again. It's all about increasing touchpoints, right? Building trust. And then of course the second thank you around when the episode actually goes live and of course if you above and beyond you have some assets to make it easy for them to share with their face on it. Right, Because they're the star of the episode and making it easy and that's how we do engagement in this whole A. B. M podcasting model. Right? So we've done all our work and engaging them and I promise if you only do that, I don't even move on to the activate stage. You will build relationships faster and...

...with more ideal buyers than you could imagine. And of course this could either fit into what you're already doing with account based marketing. If you have all this fancy stuff with terminus or demand based or success going on and you know, you're got the one too many wonder if you, if you just mix this into that, it'll work fantastic or you could do this solo and it will work just as well. Okay, so let's move on to the third step of account based marketing, which is to activate and this is a question we get from our own customers all the time. Like okay, like great. We had the interview, we made them look awesome. We thank the multiple times we with the episode went live like when do we get to sell to them? Right? And that becomes the hard part because you're like, well I don't want to like just finish the interview will be like, okay, so are you in the market for this? Right? It's gonna feel like a bait and switch and you don't want them to feel like that and truly like we want to be a good human, decent humans, right? And even if you don't have any sales conversations, chances are they're going to find out what you do. You probably have some ads in the podcast about yourself. They're going to ask about it. Even if you do nothing. A lot of these people will turn into customers, but we still want to have a strategy for activating them. We still want to have a specific best route you can go or best path you can take in order to get the right people into your sales pipeline if they're ready. So here's what we do a sweet fish media in order to activate um guests into customers. First step is actually takes place in the interview itself and you have to qualify the guest during the interview process. You can actually do it live in the interview or just in the post interview. Um and I actually like to ask a multiple questions, some of which are good for me to know for just market research, but some of them are actually buying indicators right? And we all have those questions that we can ask that like the answer to those from our customers or our deal customers will indicate to us that there in the market for what we're selling for me. I like to ask people like what they're doing at A B. M. Because again, podcasting, the way we do podcasting is so good for a B. M. Or what they're going on in their content marketing, right? If there if for example, they're not into blogging and they're not doing a B. M. The chances are they probably don't want to buy a podcasting services like what sweet fish offers, right? So you can sneak in a few questions into the episode, even make them rapid fire questions all your guests answer. And that creates good content because some of those questions might be things that appears want to know or you can do it in the post interview if the content isn't as good enough for the interview and you can just do like, hey, you just tell them, hey, we like to do some market research after every single podcast. Trust me, they're going to say yes and be like, I'm just gonna ask you some rapid fire questions. Just give me a short response. So we could do this research and then, but you have to actually use it for research just to say to qualify them and not do research. And it actually is a great way to do first hand research which is another episode for another time though. I think we've covered it before um podcast is a great way to do original research with all your guests. But I still sneak in a few qualifying questions just to see if they're in the market. If I find out they're qualified and it kind of fits into three categories from there. Right? If they answer the questions and I'm like, oh...

...yeah, they're in the market, they're a good fit. Now there's, I have a greatest segment for those guys. I have a segment for future fit people that I'm like, they might be interested someday. They're probably not going to be interested in the next a couple of months though. That's fine. I put them in a future fit segment and then there's some people, this is kind of rare if you've done a good job in creating the account list but there's always going to be a few people just based on the interview and then the base the way they answer the questions you're like, yeah, this is a no go there. They're never going to be interested or maybe we don't even want to work with this person like this. This was not a fun interview. We want to stay far away from people like this. You know what those, those people are, what those things are for you. Like what kind of accounts you want to stay far away from is just as important. Today's episode is sponsored by linkedin. Did you know over 62 million decision makers are on linkedin. It's the reason why I and a ton of other B two B marketers spend hours marketing on linkedin every week. In fact, recently I just pulled a report that informed our team had sweet fish that Lincoln had produced three times the amount of new customers in the last 90 days. Then the next lead source three times guys, it was a lot. There is not a better platform to research your key accounts, Find the exact people you want to connect with and actually engage them in a variety of meaningful ways. Do business where business is done. Get a $100 advertising credit toward your first Lincoln campaign visit linkedin dot com slash GDP growth linkedin dot com slash BtB growth terms and conditions apply so you have that third segment and this is what I do with each of the segments, depending on which one they fall into, based on how they answer the questions in the interview. First is the for the people that fit and I feel like are in the market, I pushed them to a value driven consultation. So maybe like a week after we pushed the episode live and thank them for that, I'll follow up with, I like to send a bomb bomb video in the email and says, hey, I noticed you mentioned such and such and such and such during our interview based on these two questions and I wanted to give some ideas to that. I thought this might be helpful to you and then give my best advice and content, which usually is to start a podcast because of this and this and this, they said, and then I just shoot them over the email and be like, hey, if you'd like to talk about it more, uh schedule time with me in the link below, you know, so that becomes consultative selling and that's a way to get them onto the sales path. So that works out well for us. There's different ways to do it. Like a friend of mine is a Children's book author and sells people on and to me, you know, to me, he's been on the show, he sells people on creating a Children's book for themselves or he sells those services. So he has people that want to leave a legacy entrepreneurs usually and asked them like, hey, if you were to ever write a kid's book, what would it be about? It would be about that. And then he follows up a couple of weeks later with the cover art for that exact book and then moves on to a sales conversation about whether they'd like to work with...

...them to make that book of reality. Right? So that's like his way of doing it. Although I think offering a consultation, offering advice and then a consultation is probably the one that fits with most people listening to this show right now. So that's the people that fit the second segment is future fit, right, what do you do with the people? You know, aren't ready to buy now, but probably will be someday. I like to put them in the queue for a second collaboration. And in fact, I think the second best collaboration you can do with them after you've had them as a guest on the podcast, is to do a blog roundup. You know, it's very tried and true way to get a lot of people to speak into one piece of content. You can take your last 10 or 15 guests and have them all contribute to 11 blog asked them all. The one question, get them all back on zoom because again, Facetime Matters and then have them all make the contribution, have your blog writers take all their answers and put it into the blog post with their name on it and then put them all together, publish it, tell them all about it. Not only is this just good content because they're all going to share it, some people might link to it because now it's good, valuable thought, leadership, peace having them all together. Um, but you've just increased, you've given them more exposure. You've made them feel like a rock star twice now. So it's just a great way for you to continue to build that relationship with them. So that's what I like to do with the future fit is just continue building the relationship and the blog post, The roundup blog post is probably the second best thing you can do though. There's many, many more, somebody who does this really well is narrative science. Um, the guys who are coming up with interesting reports, so you don't have to look at dashboards all the day. They have collapsed all the time, whether it's webinars or e books or blog post, they're great at getting their prospective buyers to do collab with them all the time. And they do podcasting too. And I know it's working for them. The last step is for the people that do not fit and for those, those are easy, you finish the episode recording, you think them, you let them know when the episode goes live and you just, you just never follow up with them again. You just close them down on the account list marketing, your Excel sheet or your crm as a not a good fit and then you let that account die and that's okay. So for the last step in the team model is measure, right? And this is Pretty straightforward since you're doing this on a 1-1 basis, unless you're a daily show like GDP growth, you're not doing this with a ton of accounts you're doing this is probably a small handful of accounts. Ones that are the most valuable to you are ones you are most excited to build a relationship with. So you have those and then there's a few things that I like to measure is the target list conversion rates. So we like to measure from every stage of like they're on the list too. Did they get scheduled to an interview? Did they show up to the interview? Did they from the interview? Did they get put in one of the three buckets? Right. I measure the conversion rates from each point. Right. I like to measure from the whole a countless that we're doing with our podcast. What is it contributing to our pipeline? What percentage of pipeline is this A B. M strategy contributing right now and then of course, what is the total amount of revenue being generated from the podcast TBM because...

...it's our primary way of doing business. It's always gone really well for us. We're actually now just starting to offset it with things like linkedin marketing and other avenues for our podcast and other other channels were activating now. But this has been a primary driver for our company, this is our main thing, this is our gig, this is our, our main way of doing business and helping our customers do business. So naturally it would be the biggest driver for our revenue and that's it, that is the full team model and how to utilize a podcast for your account based marketing strategy from targeting, engaging, activating and measuring. And I'll tell you what it is a heck of a lot more fun to go and meet everybody face to face as a marketer, it's way more fun to record the episodes and meet them all. But it's also more insightful because I get to hear our customers talk about what they're passionate about. I feel like I'm getting informed and just kind of informing my own intuition as a marketer all the time because I'm constantly having conversations with the customers on the podcast as well as like linkedin and all those kinds of things. But it's the one on one conversations that are the most insightful to me, especially with the original research. So if you are interested in this please tell me about it. Find me on linkedin and even if you don't become a sweet fish customer? Like find me on linkedin at linkedin dot com slash I N slash digital marketing dan. And I will ask to answer any questions you have about this process that there's anything you want to know. I would try to do my best to shoot you as many like bom bom or loom videos on linkedin to help you understand the strategy because I think it is the one of the best marketing strategies I've ever come in contact with. And I've tried lots of different channels, lots of different strategies and techniques for utilizing all these, all these things. And this is why I work here at Sweet fish Media when I discovered this model was like, I have to get into this full time working with it and it has been the ride of a lifetime. It is so much fun and so much and so impactful for the business as well as even my own personal brand here. I'm sitting here talking to you now that I promise you will not regret implementing a podcast to meet with your ideal customers. So find me on linkedin. If you want to see what it's like to work with Sweet fish Media, then set up a meeting with us, go to sweet fish media dot com and just click the schedule a call button or link that's all over the web site so you can't miss it and set up a time with us and we can talk about it. We can see if we are a good fit for each other and we will be the first to tell you if you were not a good fit and we would be happy to recommend you to a competitor, whether it's down market or up market. Um, if you want really, really high end podcast production or if you want to try to figure out how to get by with just your in house team, you know, talk to us anyway, we will point you in the right direction or just come find me on linkedin and I will help you troubleshoot any little piece. Whether it's what microphone should I buy or what do you say to customers to get them on your podcast or what about in this situation with this type of customer? Would you still recommend...

...using a podcast? If so, how would you do it? Those are the kinds of questions I answer on linkedin all the time. Shoot me A PM come by me. Yeah. Okay. Is your buyer at BdP marketer? If so you should think about sponsoring this podcast. BdB growth gets downloaded over 130,000 times each month. And our listeners are marketing decision makers. If it sounds interesting, send Logan and email Logan at sweet fish media dot com.

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