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 fishhere first of all, whether you are a regular subscriber of GDP growth or newto the show. Thank you so much for hitting play on this episode, a littlebit about what to expect. Over the next several weeks, we're going to bereplaying some of our best episodes from a deep dive we did earlier thisyear, 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 reallygain some traction in what you've started to do with a B. M. Within yourorganization. You are going to love these episodes. So over the nextseveral weeks, expect to see two episodes a week here in your B two Bgrowth feed and they will all be focused around a B. M. From our accountbased marketing. Deep dive. All right, let's get into the episode. Yeah, welcome back to BBB growth. I'm danSanchez with sweet fish media And today we are continuing the journey intoaccount based marketing though with 18 episodes in. I feel like we've talkedabout everything there is the talk about account based marketing and stillmore and more nuances, more and more ways to target and engage and activatean account is coming up and it's been fascinating to learn from all thethought leaders that practitioners and the resources that I've been reviewinghere on the show. One thing I want to take a break from in the learningprocess is to actually promote a methodology. we've been pioneering hereat 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 basednetworking. Not content marketing, but content based networking. And reallythis book is a fantastic outline of not how to do content marketing, but how todo account based marketing. It is an account based marketing playbook. Eventhough 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 1to 1 account based marketing type play. And it is the biggest thing that'sdriven the revenue for sweet fish media and we've driven $3 million in revenuejust on this strategy alone. And that's what I wanted to share with you in thispodcast episode was how you can use a podcast like we do in order to driverevenue for your account based marketing initiatives going on. Sohere's a few reasons why you would want to use a podcast to do it and why itworks 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 startone, you're already doing it for content marketing and it's easy to comeup with a list of super small 5, 10 key accounts in order to invite on yourpodcast as a guest in order to build...

...that 11 type of engagement. It's a veryA Bm thing to do. And it works remarkably well, hardly anybody says noto being on a podcast and you might be listening to be like well dan if theonly reason why you're having them on the podcast is because you want tobecause 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'rethinking that then let me tell you, even as a customer even before I workedfor a sweet fish and somebody asked me to be on their podcast and I knew theywanted 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 fromthem or not, Maybe we do, but I still wanted to be on their podcast. It stilladds value. Even if they know that's the game you're playing. So To that Ijust 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. Ihaven't experienced that. I've not experienced a single person. Eventhough we talk about it all the time. I have not experienced a single persongiving 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 howthey're winning and we always try to pull the best insights out of them fortheir peers right? So it works. The other thing that works so well isthat even though you're using this primarily as an account based marketingstrategy mainly to build one on one engagement. It also produces amazingcontent. Like it actually you can this is the only place I know of where youcan do an equal amount of content marketing and A B. M. With the sameamount of time and I don't know about you but I'm busy so I need to be ableto double dip my time. And this is a great way to double dip the effort. Sohow do you do it? Here's our exact playbook and what we're currentlyimplementing and getting better and better at. And I'm sure after thisseries I'll have a whole better playbook on it. But I wanted to giveyou a sneak peek at what we're doing with podcasting in order to drive ourown account based marketing engine. And I'm going to use Sand Graham's teammodel in order to flush it out. So team is an acronym. It starts with Targetand then moves on to engage them to activate and to measure and I'm whatI'm going to use to drive the structure of this episode. So first withtargeting targeting accounts it is important if you're gonna do accountbased marketing with your podcast for do just good account based marketingand identify the right target accounts. And as you know from previous episodesthat goes down it could be as simple as you coming up with 10 to 100 differentaccounts that are your ideal customer profile. Your I. C. P. Right? So youcan 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 canjust kind of pick one to launch it off with and get started that way and comedown with some really strict criteria to who is the best. What kind ofcompanies would we love to do business with that we currently aren't doingbusiness with and we know they're not...

...working with our competitors and evenif they are you might want to add them to the list. So come up with that listand the second part is you need to find their contact information. You need away to reach out to them And from there it's not it's just not that hard. Iusually 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 wouldprobably be better. But it doesn't have to be that complicated. You couldliterally come up with an excel sheet and just logged them all log 10 anexcel sheet. If this is your first time and just have a few columns for thedifferent parts that I'm going to outline to you in the next step, whichis engaged. So we just covered target, the next part of the team model isengaged. 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 peoplejust by inviting them onto the podcast. So there's a few different steps tothat. There is guest outreach. So you have your contact information already.So it's actually reaching out to them in their contact information could justbe 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'reactive on twitter, if not then finding their email and there's multiple placesyou can go and buy their their work email from or you can just kind offigure out what their email is based on their company's domain name and youknow, it's first off last or first initial last or if it's a small companythan just first name, right? We all kind of know how company emails workand then shooting them a message. Usually a really simple message. Nomore than 3 to 4 sentences, something the lines along the lines of high firstname, so that you were doing this cool stuff that I noticed for X, y, z. Corpwould love to talk to you about it on our podcast interested. Of course, italways helps if you can customize it a little bit, if you've known them, ifyou know who they are and you've seen them do some cool stuff, tell themabout it, they're going to be more likely to reply if you mentionedsomething that you've noticed on their profile or that they've posted aboutrecently, especially if it leads to what you would like to interview themabout and they're on the, on the podcast itself. I've had people reachout 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 coupleof different ways to do it, but keeping it simple is key. Keeping it simple andshort and quick to the point After the reply, then you have to move onto thesecond step. So that was the first step is guest outreach. 2nd step isscheduling and that's as simple as just shooting the Mcallen, li link, I lovecal only just makes everything simpler and it doesn't have to be calendar,could be whatever appointment scheduling tool you use actually usehubspot now but cal only works great just to get it on your calendar andthen you have to do a pre interview and I recommend a pre interview while youcould. 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 bedone in podcast and you definitely want to do a pre interview because it's moreface time. Like if you get to meet with them twice, then that's just more timeto get to spend together. That's more...

...trust that's more time to share howthings are going. Like even I did an interview today. I just jumped off aninterview actually with Amber bogey and she was, we were just catching up fromthe last time we had talked only a couple of days ago from our preinterview. Right. And so that more face time means you can build morerelationship with your guests a. K. A. Your ideal buyer. So that's the thirdstep. The fourth step is having the interview after you have the preinterview and you kind of walk through all the steps and things that you'regoing to talk about in your interview. You have the actual interview and theinterview split up into three different parts. There's the pre interview beforeyou start recording where you kind of brief them. Like, hey remember this iswhat we're going to talk about. This is what we discussed in the pre interviewis 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 gonnapush record and here's what you can expect and then you push record and youmove on to the second part of the interview which is the interview itselfand then you stop recording and have the post interview right? Which is justkind of wrapping things up, answering any last questions saying thank youmultiple times, you know and ultimately making them feel like a rock star forsharing and giving their expertise on your podcast right? Because again thisis about building relationship more than it is about creating good contentthat 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 cohosts of the show but you may not know that. I also head up the sales teamhere is sweet fish. So for those of you in sales or sales ops, I wanted to takea second to share something that's made us insanely more efficient lately ourteam has been using lead I. Q. For the past few months and what used to takeus four hours gathering contact data now takes us only one where 75% moreefficient were able to move faster with outbound prospecting and organizing ourcampaigns is so much easier than before. I highly suggest you guys check outlead I. Q. As well. You can check them out at lead I. Q dot com. That's L E AD Q dot com. All right, let's get back to the show. So the next part afterthat is just sending a thank you email just following up with them quicklywith a quick email saying, hey, just wanted to mention again, thank you somuch for joining me. I really love what you had to say about X again, we'llreach out to you when the episode goes live, bam. Another touch point again.It's all about increasing touchpoints, right? Building trust. And then ofcourse the second thank you around when the episode actually goes live and ofcourse if you above and beyond you have some assets to make it easy for them toshare with their face on it. Right, Because they're the star of the episodeand making it easy and that's how we do engagement in this whole A. B. Mpodcasting model. Right? So we've done all our work and engaging them and Ipromise if you only do that, I don't even move on to the activate stage. Youwill build relationships faster and...

...with more ideal buyers than you couldimagine. And of course this could either fit into what you're alreadydoing with account based marketing. If you have all this fancy stuff withterminus or demand based or success going on and you know, you're got theone too many wonder if you, if you just mix this into that, it'll workfantastic or you could do this solo and it will work just as well. Okay, solet's move on to the third step of account based marketing, which is toactivate 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 getto sell to them? Right? And that becomes the hard part because you'relike, 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 andswitch and you don't want them to feel like that and truly like we want to bea good human, decent humans, right? And even if you don't have any salesconversations, chances are they're going to find out what you do. Youprobably have some ads in the podcast about yourself. They're going to askabout it. Even if you do nothing. A lot of these people will turn intocustomers, but we still want to have a strategy for activating them. We stillwant to have a specific best route you can go or best path you can take inorder to get the right people into your sales pipeline if they're ready. Sohere's what we do a sweet fish media in order to activate um guests intocustomers. First step is actually takes place in the interview itself and youhave to qualify the guest during the interview process. You can actually doit live in the interview or just in the post interview. Um and I actually liketo ask a multiple questions, some of which are good for me to know for justmarket research, but some of them are actually buying indicators right? Andwe all have those questions that we can ask that like the answer to those fromour customers or our deal customers will indicate to us that there in themarket for what we're selling for me. I like to ask people like what they'redoing at A B. M. Because again, podcasting, the way we do podcasting isso 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 doinga B. M. The chances are they probably don't want to buy a podcasting serviceslike what sweet fish offers, right? So you can sneak in a few questions intothe episode, even make them rapid fire questions all your guests answer. Andthat creates good content because some of those questions might be things thatappears want to know or you can do it in the post interview if the contentisn't as good enough for the interview and you can just do like, hey, you justtell them, hey, we like to do some market research after every singlepodcast. Trust me, they're going to say yes and be like, I'm just gonna ask yousome rapid fire questions. Just give me a short response. So we could do thisresearch and then, but you have to actually use it for research just tosay to qualify them and not do research. And it actually is a great way to dofirst hand research which is another episode for another time though. Ithink we've covered it before um podcast is a great way to do originalresearch with all your guests. But I still sneak in a few qualifyingquestions just to see if they're in the market. If I find out they're qualifiedand it kind of fits into three categories from there. Right? If theyanswer the questions and I'm like, oh...

...yeah, they're in the market, they're agood fit. Now there's, I have a greatest segment for those guys. I havea segment for future fit people that I'm like, they might be interestedsomeday. They're probably not going to be interested in the next a couple ofmonths though. That's fine. I put them in a future fit segment and thenthere's some people, this is kind of rare if you've done a good job increating the account list but there's always going to be a few people justbased on the interview and then the base the way they answer the questionsyou're like, yeah, this is a no go there. They're never going to beinterested 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. Likewhat 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 milliondecision makers are on linkedin. It's the reason why I and a ton of other Btwo B marketers spend hours marketing on linkedin every week. In fact,recently I just pulled a report that informed our team had sweet fish thatLincoln had produced three times the amount of new customers in the last 90days. Then the next lead source three times guys, it was a lot. There is nota better platform to research your key accounts, Find the exact people youwant to connect with and actually engage them in a variety of meaningfulways. Do business where business is done. Get a $100 advertising credittoward your first Lincoln campaign visit linkedin dot com slash GDP growthlinkedin dot com slash BtB growth terms and conditions apply so you have thatthird segment and this is what I do with each of the segments, depending onwhich one they fall into, based on how they answer the questions in theinterview. First is the for the people that fit and I feel like are in themarket, I pushed them to a value driven consultation. So maybe like a weekafter we pushed the episode live and thank them for that, I'll follow upwith, I like to send a bomb bomb video in the email and says, hey, I noticedyou mentioned such and such and such and such during our interview based onthese two questions and I wanted to give some ideas to that. I thought thismight be helpful to you and then give my best advice and content, whichusually 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 liketo talk about it more, uh schedule time with me in the link below, you know, sothat becomes consultative selling and that's a way to get them onto the salespath. So that works out well for us. There's different ways to do it. Like afriend 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 aChildren's book for themselves or he sells those services. So he has peoplethat want to leave a legacy entrepreneurs usually and asked themlike, hey, if you were to ever write a kid's book, what would it be about? Itwould be about that. And then he follows up a couple of weeks later withthe cover art for that exact book and then moves on to a sales conversationabout 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 aconsultation, offering advice and then a consultation is probably the one thatfits with most people listening to this show right now. So that's the peoplethat fit the second segment is future fit, right, what do you do with thepeople? You know, aren't ready to buy now, but probably will be someday. Ilike to put them in the queue for a second collaboration. And in fact, Ithink the second best collaboration you can do with them after you've had themas a guest on the podcast, is to do a blog roundup. You know, it's very triedand true way to get a lot of people to speak into one piece of content. Youcan take your last 10 or 15 guests and have them all contribute to 11 blogasked 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 blogwriters take all their answers and put it into the blog post with their nameon it and then put them all together, publish it, tell them all about it. Notonly is this just good content because they're all going to share it, somepeople 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 giventhem more exposure. You've made them feel like a rock star twice now. Soit's just a great way for you to continue to build that relationshipwith them. So that's what I like to do with the future fit is just continuebuilding the relationship and the blog post, The roundup blog post is probablythe second best thing you can do though. There's many, many more, somebody whodoes this really well is narrative science. Um, the guys who are coming upwith 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 orblog post, they're great at getting their prospective buyers to do collabwith them all the time. And they do podcasting too. And I know it's workingfor 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 themknow when the episode goes live and you just, you just never follow up withthem again. You just close them down on the account list marketing, your Excelsheet or your crm as a not a good fit and then you let that account die andthat's okay. So for the last step in the team model is measure, right? Andthis 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 aton 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 builda relationship with. So you have those and then there's a few things that Ilike to measure is the target list conversion rates. So we like to measurefrom every stage of like they're on the list too. Did they get scheduled to aninterview? 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 theconversion rates from each point. Right. I like to measure from the whole acountless that we're doing with our podcast. What is it contributing to ourpipeline? What percentage of pipeline is this A B. M strategy contributingright now and then of course, what is the total amount of revenue beinggenerated 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 tooffset it with things like linkedin marketing and other avenues for ourpodcast and other other channels were activating now. But this has been aprimary driver for our company, this is our main thing, this is our gig, thisis 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 accountbased marketing strategy from targeting, engaging, activating and measuring. AndI'll tell you what it is a heck of a lot more fun to go and meet everybodyface to face as a marketer, it's way more fun to record the episodes andmeet them all. But it's also more insightful because I get to hear ourcustomers talk about what they're passionate about. I feel like I'mgetting informed and just kind of informing my own intuition as amarketer all the time because I'm constantly having conversations withthe customers on the podcast as well as like linkedin and all those kinds ofthings. But it's the one on one conversations that are the mostinsightful to me, especially with the original research. So if you areinterested in this please tell me about it. Find me on linkedin and even if youdon't become a sweet fish customer? Like find me on linkedin at linkedindot com slash I N slash digital marketing dan. And I will ask to answerany questions you have about this process that there's anything you wantto know. I would try to do my best to shoot you as many like bom bom or loomvideos on linkedin to help you understand the strategy because I thinkit is the one of the best marketing strategies I've ever come in contactwith. And I've tried lots of different channels, lots of different strategiesand techniques for utilizing all these, all these things. And this is why Iwork here at Sweet fish Media when I discovered this model was like, I haveto get into this full time working with it and it has been the ride of alifetime. It is so much fun and so much and so impactful for the business aswell as even my own personal brand here. I'm sitting here talking to you nowthat I promise you will not regret implementing a podcast to meet withyour ideal customers. So find me on linkedin. If you want to see what it'slike to work with Sweet fish Media, then set up a meeting with us, go tosweet fish media dot com and just click the schedule a call button or linkthat's all over the web site so you can't miss it and set up a time with usand we can talk about it. We can see if we are a good fit for each other and wewill be the first to tell you if you were not a good fit and we would behappy 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 totry to figure out how to get by with just your in house team, you know, talkto us anyway, we will point you in the right direction or just come find me onlinkedin and I will help you troubleshoot any little piece. Whetherit's what microphone should I buy or what do you say to customers to getthem on your podcast or what about in this situation with this type ofcustomer? Would you still recommend...

...using a podcast? If so, how would youdo 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? Ifso you should think about sponsoring this podcast. BdB growth getsdownloaded over 130,000 times each month. And our listeners are marketingdecision makers. If it sounds interesting, send Logan and email Loganat sweet fish media dot com.

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