Episode Transcript
WEBVTT
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When your customers coming to you having
that conversation. They probably already done about
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sixty percent of the work, so
they already know that they oi don't want
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to buy from you. Have A
conversation. You were listening to bb revenue
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acceleration, a podcast dedicated helping software
executive stay on the cutting edge of sales
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and marketing in their industry. Let's
get into the show. Hi, welcome
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to be, to be a reven
new acceleration. My name is Onim with
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you and I'm here today with that
more more side from pioneer. Are You
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doing today? Back Maw, wonderful, Ordia, thanks very much for the
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opportunity to speak to you and to
everybody today. That's a pleasure. That's
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a pleasure. So today to be
at we want you to discuss with you
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that mice really around aligning your content
with your good to market strategy. But
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before we dive into the details,
before we stopped sharing best practices and all
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that, it would be fromtastic if
you can show a little bit more about
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yourself, as well as your role
within pioneer and and what what the company
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does. So be very useful to
give us a little bit of background.
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US to will. You are what
you do and we walk for basically,
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yeah, absolutely no problem at all. So I've been operating within Business Development
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and marketing for over fifteen years now. That's both at a domestic level,
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when I was working Canada, as
well as internationally, and I focus on
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setting and executing business strategy. I've
been involved with in the health care space,
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marketing tech and technology, working with
enterprise clients primarily, but I've also
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had a lot of exposure to the
small and medium enterprises, and so I
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recently found myself with an opportunity to
join payoneer. They're a Fintag worn organization.
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It's essentially an innovative cross border payment
company that helps businesses of all sizes,
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so whether they be merchants or large
organizations like Airbnb, it helps them
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all of the world pay and get
paid. So it's pretty wonderful and we
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connect about six different vertocols. So
it's a great thing that I'm doing here
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and I'm working as head of partnership, basically to spread the word and to
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help the businesses in the ecosystem to
grow their business, develop the grow to
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market strategy and primarily leveraging content.
Ephilent excellent, but I saw that sounds
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fantastic even they will have to look
at bione and in a little bit more
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detail myself because, as you know, we've got operation on both side of
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the Atlantic and be interesting to see
how we could. Sometimes we struggle to
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transfer money. Is that as easy
as as we would like to think about?
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No problem, I know that part
of your expertise, and you know
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the conversation that you and I did
in the past when what did the opportunity
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to meet your passion. Your expert
is is really around walking on the good
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to market strategy, particularly for Vendo, while looking at growing and expending.
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Okay, so we know that in
bond marketing and a and a strong countin
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strategy is suddenly key and it's planning
in alignment with your role market strategy.
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Could you please show your sort on
why this alignment is so important? Yeah,
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well, I really noticed this from, you know, having worked in
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the sales area dealing with customers,
but then also having that experience in marketing
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and actually building out strategies. What
I noticed is that those two departments send
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to be quite siloed and organizations,
and you know they're both sides of the
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same coin. There're so the different
side, sorry, of the same coin,
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meaning that you might be measured on
different things. But the end of
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the day it's all about customer acquisition
and retention, and if you don't have
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that alignment from understanding who your customer
is, where they are and then effectively
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why they want to do business with
you, then you're losing a lot of
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data and, as we know,
there's so many strategies now in terms of
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digital coming in. That really means
that when your customers coming to you having
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that conversation, they probably already done
about sixty percent of the work. So
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they already know that they either want
to buy from you a have a conversation.
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But you need to build that relationship
and help them during their research period,
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and that's where understanding what marketing needs
to deliver to those customers, based
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on feedback from your frontline sales force
and then also your sales force being supported
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by doing that, let's say,
have you lifting initially to get those people
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interested, is really where the alignment
is quite critical. That makes sense.
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So so it's really yeah, it's
it's almost like an orchestra. You need
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to have everybody to play at the
same time. Obviously everybody does have a
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different kind of instrument that they're playing
with, but it's about if you want
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to get the symphony, you need
to have everybody playing their part to get
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the musical together. So in some
of the in some of the that old
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planning and if we wire to break
down the planning of content strategy, particularly
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when you are building your good market, what would be, from your perspective,
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the steps to follow and to take
into consideration? Yeah, so you
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really do need to understand. You
know, what is your unique selling proposition.
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You know what do you want to
offer? You can't be ten things
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and and try to service an entire
market. You know, there's a particular
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phrase now called niching down. If
you decide that you're going to go for
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that one vertical, focus on that, do it well, understand your customer
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and then expand out your additional verticals
where you see opportunities. Don't try to
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do everything at once because your message
will become diluted. So in my experience
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the steps would be to really understand
the customer and it's very easy to create
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what you call it a customer Avatar, which is a representation of your ideal
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client who are they, you know, even from the age they are to
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what kind of company, what kind
of material do they like to read?
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So you can get a voice.
So once marketing is creating content, you're
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putting together email campaigns, are speaking
them into in the language. You're putting
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yourself on platforms where they're likely to
find your information. So that step one
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is really built out that customer Avatar
and then create the awareness on those platforms.
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So we know a lot about social
so linkedin, for instance, is
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a great bedb platform, really under
utilized, and it's not just about paying
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to play meeting doing the advertising.
Now, that will get you a lot
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of reach, of course, but
you have to figure out what your budget
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is and maybe you want to see
what you can get organically. That means
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just by getting, you know,
putting a post on your profile or writing
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a blog, that you can now
do and Linkedin and see how many people
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share that. And once you start
being creating that awareness about who you are,
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then you want to make sure that
you get them off of that platform
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and onto your website. So that's
the next step. Don't completely, you
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know, put all of your eggs
in one basket and think, okay,
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linkedin twitter like these the ways I'm
going to acquire they're just ways to create
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the awareness. We had. We
had to client that we probably met a
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few a few weeks ago now.
Yeah, and one of the big stuff
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was speaking about how much engagement day
at through social and yeah, yeah,
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but talking of like that. Got
Of Follow Worlds, they've got a Fritweet,
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they've got lots of people following the
blogs. Me, this is quite
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incredible. The privat difficult and I
think that's that's the point that you just
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bought to approach. Is that conversion. I mean absolutely, I would love
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to have tenzero followers on million followers
on twitter, instagram or facebook. But
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what's the point? I've done of
those guys actually people who can buy your
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stuff, because at the end of
the day, let's face it, sells
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marketing. Well, in the same
boat. We need to create by planning
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me to create revenue. We need
to wait to convect customers. And while
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we need to conduct prospect into customacial, to say so, absolutely, yeah,
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now, you're completely right, and
that's the problem. Initially, I
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think organizations are getting better at it, and so what you discussed, you
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know, the likes, the shares, those things are called vanity metrics.
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Those were things that at the beginning
of digital and social everybody was looking at,
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but then they realized what actually that
doesn't convert. Just because somebody's following
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on a page or you know they're
one of your fans, maybe they're not
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the people you should be paying attention
to. So the people who are responding,
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the people who are now going clicking
on that link that you've shared that
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brings them back to your website where
they decide to download a piece of that
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content that you've given a little teaser
in on your social post. That's the
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person you want to focus on.
And if you have a thousand followers and
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I don't know and ten of them
are going to be converting yourselves. That's
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what you have to be working on, is how many more people can you
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can you know, do the same
things that you did with those initial ten
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people and replicate that across those thousand? Because, yeah, at the end
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of the day you're going to waste
your time and then the Roli just doesn't
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there. You're paying for a person's
time to post and be online. You
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might as well bring them through the
funnel and get them to the point where
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they're ready for a sale. Absolutely, and it's extremely thing consuming. I
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don't think when we speak about content, we we try to build content false.
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I mean, look at what we're
doing right now. It is a
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form of content. It's time consuming. We enjoy doing it, but it
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is time consuming. So it's important
to make sure that you can value the
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time that you've invested and get some
sort of writ on around it. So,
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you know, the rethm could be
creating a community. Doesn't need to
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be linked to revenue straight to were. But I do agree with you did
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there is a need for value because
having for the walls of follow worlds,
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I think people liking or, you
know, engagement for nothing. It doesn't
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really make sense for me. Yeah, and I think the other important thing
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that I've certainly noticed, especially when
you speak to you know, your more
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your senior stakeholders, your board members, and you say content and you know
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they really don't understand what that means. So content means you might be doing
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a blog post, but it could
also be what we used to call a
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white paper. It could be,
as you say, this podcast, it
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could be doing a youtube and content
is really your engine. You know,
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it's the engine of your website.
It's other than that. If you don't
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have this content that dynamic and you're
constantly updating it and you're actually looking at
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the analytics behind your website in terms
of what people are looking at, why
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they're looking at it and actually if
you get them into your email sequence as
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well. I mean that's the that's
another form of conversion. If you're finding
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your content is not actually doing anything, then you need to change that and
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that's why it's very important to have
google analytics set up behind your website and
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be monitoring that, look at it
every week. Now have somebody that that's
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dedicated to kind of see the peaks
and the and the falls, and then
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you can just swap something around.
Another really great way is to get a
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guest post. So look at somebody
in your ecosystem that's very aligned to what
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you're doing, maybe has the same
audience, but you're not in competition,
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and post on each other's website and
then have a link back to each other's
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website because you're now in front of
their audience and vice versa. And then
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also you get a better google ranking
because google seeing that other people are posting
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stuff about you, you know that
you have a link to your website,
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so you get a much better quality
score at the end of the day.
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So think about your content, make
it relevant, plan and measure it.
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That's wonderful. So on the measureman
piece. So yes, I am myself
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to see you off. operatics.
Obviously have good people working for me and
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says marketing and operation. Operation,
says, I find it's pretty straightforward to
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measure people. He's very straightful lot
because you do a said or you know
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you did eve something for a client. So it's just this is straightforward.
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Sometimes a bit complex, but I
think you know with yels fixed bience you
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find a formula it's there any specific
best practices that you could show with us
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all around what seemed what you need
to look at? First of all,
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maybe in the measurement and I think
you called the read some of it in
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your previous sons. But most importantly, do you have any like best practices
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income of what consussion rate should be
expected? And I know that you will
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vary from one one company to one
ass so maybe you very difficult question to
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answer, but I'd like to get
your sorts on that in term of what
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what best practice are from your perspective. That is very difficult to say because
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it's all going to be based on
how you know your market and you know
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how you built your audience. You
know, for instance, if you're doing
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an email campaign, you know,
anything from ten percent to like twenty five
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percent could be a good open rate, right. And it's also if you
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look at if you have five people
and that you're open right. Well,
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that's very different to having now a
huge list of you know, maybe Twentyzero
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and that's your open rate. Yeah, so I would say that, you
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know, what you want to do
is look at the industry and try to
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benchmark yourself against that. But even
if you say, okay, listen,
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I I've bench marked it and I'm
going to do a ten percent, so
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maybe everybody that comes to my website, you know, I want ten percent
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to sign up, you know,
leave their details, may be sign up
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to my website, download something,
so I get their email and then when
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I get their email, means that
they've given me permission. You know,
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ideally we have GDB are that we
have to be very conscious about that.
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So that is something that you need
get to get permitten from. So I
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mean it's a very good way to
start to, you know, really validate
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your email list. But you know, so, like I said, if
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we get ten percent from your website
signing up to your email list, then
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it's really good to be able to
start tracking the measurement from your emails,
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meaning like the open rate or,
you know who is come back and said
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that they want to have a conversation
or who has requested some additional information.
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So you know that can you know, I've spoken to somebody in the financial
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industry and they get open rates of
twenty five to thirty percent. But then
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I've worked with an organization in the
sauce and technology, you know, very
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early stage organization. You know we
were probably getting about that. You know,
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five percent open right in the beginning, and then every month you just
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try to build up and build it
up, and it's all about changing what
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you say in the in the email. You know, sometimes they show that
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people like images or maybe like videos, but you know it can't look to
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canned, it can't look like it's
just something that there's no thought too.
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Very General. You can also look
at the people in your email lists and
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segment them based on some of the
information that you might have, like maybe
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company turnover or job title. How
you speak to see you, it is
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going to be very different to how
you speak to a middle manager. So
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maybe that's the first test that you
do have different you know, slightly tweak
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the language and measure the difference in
terms of the response. Is it mostly
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your middle managers coming back to you, or does it is it your senior
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people know? So that's a good
way to then decide. Okay, what
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strategy do I need to have?
And maybe you know that the middle managers
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the one who are doing all of
the initial research and gathering and then they're
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going to bring in this the CEO. But then I've had the same situation
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we're the CEO has been so excited
by the information they have because it fits
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right into a strategy that they're planning. At that we had no idea they
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were even planning and they contacted me
directly. So it really is about just
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understanding who your audiences and trust,
trying to be as personalized as possible and
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then looking at each campaign and seeing
what was the impact and what what really
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resonated, and keep doing the same
of that. Absolutely I think this is
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this is making a lot of sense
to us because we do a lot of
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it. We do a lot of
marketing we do. We do it for
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us, we do it for clients. Yeah, we look at open rate.
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If we don't have a good open
right, will probably look at the
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title of the email or the title
of the add or the title of the
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first thing that people see. Basically, okay. That's because opening means that
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you've got you open your open a
box, if it's a nice box,
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if it's a few exactly, means
you have a good subject line. Right,
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absolutely, and then the conversion.
It's ready around the contents. And
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you know what we found fascinating is
that we've been spending lots of time in
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the past putting some very nice htmail
content. I'm talking about team, because
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of us. Yeah, different,
but you know, content. But just
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to for the most basic which is
the email. It's actually having a simple
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content. It's having so content that
is simple, bullet pointed, potentially a
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message that is from someone to someone. You don't have that thing about.
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You know, Click here to open
in your browser eye. So something that
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is very simple. At films personal
and I think that's that's what people tend
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to respond the best, at least
for what we do, and at least
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found campaigns. I do appreciate that. When we speak about measuring, I
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think we could speak almost about measuring
in our position, measuring cells and measuring
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operation. When it comes to marketing
is more about tracking rezards, because what
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we also realize. Realize that someone
will come back to us through the website
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from a chat, from an article
that was written last year. But yeah,
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they were doing a research that article
popped up from mining team profile or
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someone who is thinking profile and they
decide to get into through the routs website
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for than nating. So it's quite
interesting to see the journey, because the
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journey is is is you need to
track it and and and, yeah,
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to two of the measurement. It's
quite a lot of work just that measurement
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is from. Yeah, and what
you mentioned is it's really valuable. Actually,
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once you start to invest in the
campaign, into this content, people
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think, oh, this is the
cost of it. What am I going
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to do? I want to see
something right away. I mean it's all
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about patients. Yeah, probably,
as you say, you know you're waiting
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about three months to six months for
traction because you have to think about how
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many eyes is that going to cross? And maybe somebody sees it, but
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they have they don't have the decision
or the need right now. But the
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great thing about content is now there's
the ability to make it evergreen, meaning
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that you know it's going to be
timeless really. So you can create something
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today and then repurpose it. You
know next year just updated or a lot
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of people have their things, like
I'm podcast like this will be last for
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you know, many months, still
be relevant as well. As you know,
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you think about Youtube, that type
of stuff. Somebody's looking at you
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know that the latest microphone and so
they go to an unboxing video and I
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mean it's from three or four years
ago, but it's still there. It's
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still bringing people to that individual.
So that's the thing. Is your content.
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The cost is not just that upfront
cost. You have to think about
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the value over time. You're really
creating almost like a filing cabinet of all
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your best works. Completely agree and
if it's the way, the way I
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took about it with my team,
and obviously we've put this spot gusts to
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get us, we, I'm you, are thought of all content strategy.
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I guess that mouth yeah, I
see I see it too. Main reason
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why content is important from my very
eigh level perspective. The first one is
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potentially acquisition of new guestomel. So, someone come across fires on part this
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podcast. Yeah, and would think
what that's interesting. Maybe listen to as
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a one and and kind of think, well, okay, what those cays
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seems to be involved with lots of
people that you know. Is that SALT
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leader ship type of explain that you
want to give them, speaking about topics
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that is subject matter and and people
almost kind of profile. You are thought
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leader. They may not time.
We need to use your stavice is now
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to engage with you, now,
to engage with the people we do the
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podcast with, but maybe in six
months and they will come back. So'St
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Number One is acquisition. Number two
it's also to accelerate the conversion. I
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was really short prised, but we
meet with lots of prospects and this prospect
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don't know that we do the podcast, they don't know that we do artical
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they don't know that we worctually spend
quite a fair off time, a fair
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amount of timesial, I say,
to to speak about what we see in
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the market, are we feel about
the market and share best practices, but
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when you start the cell cycle with
a prospect and the start to look at
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you and they check you up online, or the CEO will go and check
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you up online. I think having
a fair amount of content available there in
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the right format give them the confidence
of engaging with you potentially. So I
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think it's maybe not a tool for
acquisition, I think it's also a tool
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for accelerating a cell cycle potentially,
and we've seen it. We've seen our
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content strategy be successful in doing both. But again, the trucking is is
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all the better. The tracking is
what we find very difficult and we've got
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a lady marketing at does a fantastic
job, but it's but, but it's
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complex. Appreciate what you are what
you are going through. A minute ago
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that so. So we spoke a
lot about the content strategy and the steps
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to take the good to market running. I think we mainly kind of coverd
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the acquisition, about how you go
out there and speak about your said.
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Well, what I'd like to get
your soult to around now is fretly around.
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Do you see content helping an increasing
customer retention rate? I absolutely do.
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When you look at you know,
we call this there's a funnel,
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a marketing funnel. You know it's
basically like an inverted triangle. So at
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the top you know that will be
your awareness, but then right when you
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start to get to the you know
that the tip where the salesperson comes in
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and converts them and now they're a
customer. Will Hey, now the funnel
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flips upside down and you still need
to do the onboarding, validate their decision
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that they've made the right call working
with you as a supplier or as a
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partner and the information that you're providing. So remember now they're at a different
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stage. So things that you are
adding to their day to help them be
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successful, and it might just be
around the industry, not even necessarily related
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to your product or your service,
but you become that credible source of information
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because you understand, as I was
saying, that ecosystem or the things that
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interconnect with what they need and they
will be very happy to have that source
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or that channel with you. So
I think it's absolutely critical and you get
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even more information from your customers because
you then have an account manager that's talking
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to them. Sometimes you can do
joint things together, and so they're actually
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helping populate your content so absolutely what
you said around thought leadership, credibility,
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and another thing I've seen it very
good for is when it comes up to
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renewing any kind of business, it
helps them to build their business case.
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It's all about what is that sharable
content? It's so hard to share a
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text back or product, for sure, and you're trying to show a bunch
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of stakeholders you know or you're bored. These are the reasons why we need
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to continue to work with these people. But people like stories, so if
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your content tells a story about it
could even be a use case or a
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case study. Of this was a
challenge. This is what we did to
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approach it with our solution, and
this was the outcome. That will be
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excellent for your customer. You're going
to help them be more successful in selling
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that solution internally. So do invest
that acquisition stage as well as retention stage.
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Absolutely, okay, what's startly interesting, and again coming back to the
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point that was formulating late, I
think you also I who get clients involved.
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So obviously seen involving clients in your
content a good technique also between increase
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loyalty increased customer retention. Yeah,
so there can be you know a couple
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ways. Sometimes it's a it's about
brand building, and you know, both
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sides are very happy with that because
it you can reach a wider audience.
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Sometimes it might be a commercial agree
met where there's some type of, you
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know, affiliate referral scheme tied to
it. So it can happen in any
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form. But definitely if you're working
with high profile customer and you know you're
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a high profile supplier to them,
you want this is how you elevate and
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get that relationship her next step,
even if it's something like a joint press
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release or they're talking about doing an
interview of how you help them. I
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mean we can see that social proof, and this is where we look at
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reviews that happen in the sort of
be the C space. That's very relevant
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for a Bob. So somebody that
another organization has decided a partner with you
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and publicly working on a piece of
content with you, then other organizations will
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really see that as a sign.
FK, you guys are okay, because
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it's not just you saying it,
it's their peers in the industry saying it
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about you as well. So that's
also a very good strategy. But make
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sure your values are aligned, because
you don't want to have, you know,
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sort of egg on your face if
you decide to write something you're advocating
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and then you find you find you're
really not aligned on some things. Yeah,
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absolutely, that's that's very useful.
Will again that, Moll thank you
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very much for that and sharing your
opinion, point of view and best practicism
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on the subject matter. But obviously
we really enjoy the conversation to this few
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points I will take away myself and
which in place actually and some of the
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Germans that you discuss. What very
interesting. And now, obviously, if
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any of our listener would like to
get in touch as you and pulls you
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00:25:03.589 --> 00:25:07.059
that conversation, HMM, and engage
with you directly, what would be the
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best way to get in touch with
your that now? Yeah, so my
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email would be the best, the
best route. And so that is my
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first name, Dagmar Mo at poneercom
and that's spelt P A yo n w
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e R. Perfect. We thank
you very much, deck mail. Once
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again, team put that your shot
to day was very, very able.
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00:25:29.849 --> 00:25:32.250
It was great to have you owned
the show and we hope to have you
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00:25:32.289 --> 00:25:34.720
sen again. Thanks ever so much, it's a brilliant topic and I think
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what you guys are doing are really
valuable and, you know, continued success
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00:25:40.119 --> 00:25:44.279
in going global and helping your clients
to do the same absolutely what. Thank
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00:25:44.279 --> 00:25:49.829
you very much for jumfouragements. operatics
has redefined the meaning of revenue generation for
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00:25:49.990 --> 00:25:56.309
technology companies worldwide. While the traditional
concepts of building and managing inside sales teams
373
00:25:56.390 --> 00:26:02.150
inhouse has existed for many years,
companies are struggling with a lack of focus,
374
00:26:02.390 --> 00:26:07.900
agility and scale required in today's fast
and complex world of enterprise technology sales.
375
00:26:08.539 --> 00:26:15.059
See O operatics can help your company
accelerate pipeline at operatics dotnet. You've
376
00:26:15.140 --> 00:26:19.809
been listening to BEDB revenue acceleration.
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377
00:26:21.049 --> 00:26:23.769
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378
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