Episode Transcript
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So you were listening to bb revenue
acceleration, a podcast dedicated helping software executives
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stay on the cutting edge of sales
and marketing in their industry. Let's get
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into the show. Hi, welcome
to be to be a revenue acceleration.
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My name is union, with you
and I'm here today. We still have
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been from kickfire. How are you
to date now? I'm fantastic. Thank
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you. Right, great, great. So it's you know, I'm very
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excited to have you today because we
are about to speak about it to appy,
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as is really close to my heart. I'm herring a lot about step
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the moment, so con't way to
pick your brain up on it, but
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it's about the importance of sales and
marketing alignment in an account base, marketing
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blood. But before we go into
that conversation, I am very interested for
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you to tell us small but not
only yourself, but also your role at
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kick fire and what does kick fire
does as an organization? Please sure.
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Yeah, I'm happy to. Well, first of all, I'm so happy
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to be here because this is a
topic that's near and dear to my heart
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as well. I am one of
the founders of kick fire. So we
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have two platforms that kick fire.
The first one to software is a service
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platform, and that identifies companies in
the market to buy products or services.
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Really, any company that sells to
other companies would benefit from using our product.
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The typical persona of that product,
the buyer, is the of marketing
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and also the head of sales.
It benefits both because they both want to
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remain an alignment about who the companies
are that are displaying those high value actions.
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They also want to understand companies showing
buying intent and engagement on the website,
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validating did those companies we're looking at
come to the website? We also
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have a data as a service platform
which operates off the same core intelligence,
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and that is ip address intelligence.
It allows other companies to make requests of
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our database, to call our database, to translate IP addresses, to power
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their processes, and so the typical
buyer for that product is the head of
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product and the data is a service
usually powers their application. So there are
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a lot of far reaching capabilities within
this product. The type of company that
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would benefit from it is any company
that sits inside of the account based marketing
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spectrum. The data is a service
platform is used by companies that do targeted
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display, website content, personalization,
predictive intelligence, form enrichment, intent and
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so much more. Now to transition
a bit about myself. I am in
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charge of sales here at Cape Fire
and also strategic partnership, and so over
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the years I started from being the
only person in sales for the first four
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years of our companies existence to growing
a sales team which consisted of about twenty
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as if you add scrs and as. And so we have also transitioned over
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time similar to how the product has. We have begun to work through that
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account base marketing approach and found tremendous
success. So we can really speak to
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what our individual users are doing because
it's what we are doing and finding success
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through. As an individual myself,
I like to say on the front line,
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I like to talk with customers.
I still form the strategic partnerships from
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the beginning to the end and I
maintain the relationships. My job is primarily
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top line revenue, anything that focuses
around top line revenue and anything that focuses
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on the strategy of the product and
how we fit in the market. So
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it's very common that I would come
to our CTO and our development team with
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new product ideas that then come to
market, and I have been in charge
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solely for our go to market plans
for not only our analytics platform, which
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came to market before Google analytics,
which was a Sass before Sass was an
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acronym, and brought that to market
successfully, and then also then when our
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data is a service marketplace came out, we additionally then had to establish that
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go to market plan and I was
in charge of that and in charge of
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bringing that product to market, establishing
the value, understanding who are buyer was
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and then really transitioning the rest of
the team into that salesperson that could work
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in that different data as a service
world. And so I touch a lot
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of different avenues here at the company, but I'm very passionate about everything that
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I do. That's wonderful tune.
I thank you very much for that.
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So, ABM Oh, I can't
base marketing seems to be a bit of
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a Buzz Wad at the moment.
We hearing a lot of people talking about
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it where we hearing a lots of
people telling us that they are doing account
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based marketing, but then when we
look at what they're doing, it smart
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type of marketing, but still not. I count based really from our perspective
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and and obviously the conversation today's about
the importance of seals and marketing alignment in
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that account base strategy. To be
completely don as with you, I don't
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know if I'm sitting on for table
with just I can't base marketing as a
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definition of the process. We we
tend to cool it. I can base
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everything because we believe that the cells
element of a nab and strategies extreme really
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important, getting those feedback from the
failed having yourselves people, your cells rights
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are yourselves your I cant manager,
if you will, being able to bring
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you back feedback. You know the
to accelerate, you know the to fine
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tune in all the to better your
ibam approached from all perspectivity is very,
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very, very important and and and
the only way to make it very successful.
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So I'm very interested to not to
on those on your thought on that.
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Sure. Yeah, absolutely well,
sales and marketing alignment, I think,
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is actually even easier with the account
based marketing approach when you have tools
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that speak to both mindsets. And
so when we talk about account based marketing,
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it traditionally starts with the strategy of
identifying key accounts and that is a
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collaborative effort between sales and marketing.
It's important to get the sales people's buyoff
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on what is a good account then
to create that marketing approach. Traditionally it
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can be in the form of a
marketing automation drip campaign, it can be
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targeted display, it can be anything
around understanding intent. Data all going into
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the identification of that account. Are
they engaging? So really the most important
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thing, if we talk about KPIS
with if accountbase marketing is engagement, engagement,
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engagement, and that engagement can come
in the form of, of course,
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activity on the website or in the
broader Internet of the whole kick fire
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understands through its listening agent are live
leads platform, are software as a service
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platform. We can understand all types
of an engagements to the website in the
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good news is we can segment that
engagement, engagement that came through a marketing
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automation campaign or through paper click or
any type of a retargeting or campaign that
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could be out there. So the
beautiful part of the web is it's trackable.
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Every action can be recorded and traced
and that then indicates engagement and spikes
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and engagement or surges and engagement could
indicate buying intent. That's really where the
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handoff from marketing to sales takes place. Then, within that it's up to
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the prowess of the salesperson and their
approach into the buying center of the company
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to then take that through to the
close. Now there are multiple messages that
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marketing can create as buyers get into
different stages of the sales process, as
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they go deeper down the funnel,
content can be syndicated that can speak to
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their different sections of the buying journey, and so what you're trying to do
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is foster additional engagement, keep the
buyer interested from the marketing point of view
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by sending different points pieces of information, and then meanwhile the sales team is
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working through that process as well and
trying to create that value prop construct the
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right solution and then work towards that
sale. So I see a tandem process
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happening. I see first of all
the joint effort of sales and marketing to
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create that target list. Then you
take a parallel approach marketing creating the content
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to get the buyer to the website
and then to create different content messages as
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they flow through the journey there,
buying journey, all the while sales then
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in contact with the buying centers within
the company and we know through the series
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decisions waterfall that was recently released that
is very typical that there would be multiple
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decision makers in that buying committee on
it within the company. As that buying
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committee is working through the process with
the salesperson they are getting also that messaging
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from marketing and that should align all
the way through the sales cycle to the
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close. Okay, well, that's
that's that's a very sorrow approach at I
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think you, Co et, actually
everything that we do have all we do
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suggest. You know our process.
That's that's a very sorrow very clear way
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to put it to get us.
Thank you very much enough for that.
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Oh sure, yours, and I
should just mention if I could. You
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know, there are additional tools,
of course, that can be added and
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inserted into the marketing stack, and
all of those tools, you know,
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whether it's predicted at the top or
whether it's a solution in the middle,
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that's really doing attribution. But really
the most important thing is to get those
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eyes and ears into the website to
understand engagement and of course everything sitting in
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that here. Absolutely it's about it's
about it's about joining the duts. I
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guess in a way it's about it's
about making sense of information and in indication
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that you could have from a different
channel, fall from one channel to another,
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trying to put them together, trying
to make sense of it and then
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communicating intentity to make sure, I
did, that information is shouted with the
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right individual. So is a marketing
ourselves, but giving that information to empower
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people's conversation with the prospect at the
end of the day and make that conversation
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more and more targets it so,
but that's wonderful. Thank you very much
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enough for that. We also add
conversation around ABM at scale. So I'll
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do you skate up your IBM process
and, and I think it's becoming of
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yes, that ABM at scale can
be done without the suppot of a good
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technology tool. All good technology stack, because you could be a stuck off
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tools walking to get off course.
I'm right. How can a company make
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sure that they choose the right Textac
to support the ABM comping without having to
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manage too many providers are getting lost
in that compigs. Well, that's a
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good question. That relates to the
size, the relative size, of the
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company you're talking about, because if
we have a large enterprise, you're going
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to be talking about predictive companies that
are going to be deploying AI, right,
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so artificial intelligence, to then choose
that next best customer or the next
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best company they should be going after. And that's all based on algorithms that
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are fed through on boarded crm data
or continually updated and fed through real time
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information. So I can speak particularly
to a predictive company that's using our technology
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to identify in real time the companies
that are engaging on their customers websites.
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Who are the companies? What is
their intent journey look like? What is
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their journey through the website look like, and what kind of a company are
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there? What's their industry, what's
their revenue, what's their number of employees?
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So that they can understand relative size? They're taking that data and then
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feeding it back into their predictive modeling
at in real time to then produce look
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alikes who could also be like this
to expand that footprint of the target audience.
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Now, typically, then they would
deploy a methodology from there could be
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targeted display to try to go after
them. Could be a nurture campaign.
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Could be a content syndication company,
anything like integrate or look book, who
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is now path factory to be able
to go and customized content at whatever part
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of their journey and whatever industry specific
information they need. So there are certainly
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companies that can work towards that automation. One in particular that I like is
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idio platform, and they use our
technology. One thing I like very much
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about them is they have the ability
to recommend next best content, recommendations based
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on what they called topic clouds or
or topics of information that this user has
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consumed previously as they journey throughout the
Internet, and so that has the ability
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to suggest recommended content, not only
content but all so recommended emails for a
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salesperson. So that then enables ABM
at scale. Right, it takes ai,
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it takes machine learning to understand habits
and then it takes the artificial intelligence
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then to put together other possible candidates
or companies. Now, when we talk
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about midsize companies, we're going to
be thinking differently because oftent times they're not
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going to have a seven figure budget
to deploy those platforms that I was previously
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talking about. They're going to be
looking at a text act that would include
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marketing automation, right, to get
that in bound lead. They're going to
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be looking at a analytics tool like
ours to identify the companies, telling them
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who is on the website and about
their journey, so understanding and identifying the
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anonymous companies coming to the website to
then broaden their footprint. And then they're
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going to be looking at other tools
through crm and possibly other look alike data
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through some data modeling. Right,
if it looks like it's a quacks like
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a duck, then must be our
next possible customer, right, if it
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fits all of this information. The
part I want to point out that so
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many companies missed is that it's important
that you have the continuity of the same
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data provider up and down the data
stack. And when I'm talking about data
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provider, I mean if you're doing
IP intelligence, if you're resolving ips across
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any of your platforms, then you
want to have the same provider or it's
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possible you could lose attribution. And
what I mean by that is if at
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the top of the stack, let's
take let's start it predicted. If at
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the top of the stack you are
using a company, if you're using,
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for example, kick fire to resolve
ips, to identify Ip the companies coming
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that are displaying those high value actions, and as you move down the stack
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you're using other companies, for example, we work with intent companies to you're
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continuing that journey down the stack into
then that website analyzation and also content syndication
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and be to be targeted display.
As long as each of those vendors are
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translating the IPS two companies the same
continuously down the stack you will continue to
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call that Ip the same company and
because kickfire has the highest Ip to company
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match rate in the industry, you
will see more companies and you will continue
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to see that I p address be
called the same company all the way through
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the buyers journey. That way,
if a predictive company at the top of
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the stack has identified Apple Computer,
for example, you want to be sure
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that at every step in the journey
you're seeing that same visitor as apple computer,
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because if suddenly we're calling them comcast, you would not have the knowledge
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that they made it down through the
next part of your cycle or the next
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technology and your stack and so very
important when we're at trade shows and companies
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come up to us and say,
you know, we're using kickfire on our
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website, we're using them with our
content syndication company. Now I need a
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predictive vendor. Who Do I choose? Now I need a BEDB, I
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need a DSP that will advertise by
Ip. Who Do I choose? That
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uses kickfire? And so it's very
important that they continue up and down the
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stack with best in class IP intelligence
and they have that continuous flow. And
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because we have such a stronghold in
the market place and because we are the
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industry standard, we have that ability
to just be everywhere. Yes, wonderful.
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Well, thank you. Thank you
very much. But you know,
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that's a lot of information. That's
sort so very quite insightful about what you
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do at a kick fire. But
I think it is useful to be that
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sorrel in explaining all things well because
again, this is nuts a seam board
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process and I like the fight that
sure mentioning tour such as alt issue intelligence,
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and you know, I'll the stack
can walk together because often we've got
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we've got one solution and and I
do believe that solution in isolation contrually do
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much. You know you would limit
me dates yourself if you just was use
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one, one, one type of
solution. I've got a final question for
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you, and that's final question is
is what mirroring the widest range of fun
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cells? So I'd like to you
know from your experience all these sells that
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you spent that leading the cell steam, leading the top LINET, kick fire.
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I would expect that you've got a
good feel for it. But that
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question is around the main kpis that
that's you see as being required to be
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measured in order to assess the success
of an ABM compaign? You know,
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it is simply engagement, engagement,
engagement, and that engagement can come on
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the individual companies website or it can
come through content consumption on the broader internet
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as a whole. And so that's
where we get into the intent vertical of
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the industry, and that is companies
that offer intent have the ability to identify
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when a company is consuming content on
a BB publisher website. So, for
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example, if you sell a very
targeted BEDB product or service and there are
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companies engaging consuming multiple pieces of content
around this with indicating that they could be
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in a beginning a buying cycle.
That's really where you want to begin,
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right. You want to begin with
predictive is great. Predictive relies of traditional,
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old school predictive relies on what happened
in the past. Right that on
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board a crum data. The predictive
companies that are succeeding now are the ones
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that also have that real time feed
into the website and they join intent data.
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So really getting their fingers on the
pulse of engagement. Our companies engaging.
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Are Multiple decision makers within that company
engaging? What kind of content are
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they engaging in? With that in
mind, then targeting that journey and that
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experience towards exactly what that company is
looking for and the type of content.
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So really, engagement is the best
KPI that I can see as I look
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to the market. Okay, very
good, very good. Do you have
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you have a way to measure that? You, suggist, you are absolutely
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that's what we do. So yeah, absolutely, you. Definitely. You
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definitely need to get a tag on
your website, if you don't, and
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intelligent tag that translates anonymous visitors to
companies, because you need to know who's
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engaging and you need to understand then, based on for example, we have
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what we call a watch list report
that can identify relative engagement and a period
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over two period time frame, for
example from this month to last month.
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Is there a surge in activity?
If so, then we surmise a this
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could be a buying engagement or a
buying interest. Is there potentially a decline
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in activity, and then you might
have a different issue. For example,
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if they're a current customer, you
could have a retention problem. And so
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engagement, especially over high value pieces
of website property, are particularly important and
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real time is everything. We don't
need a report from two weeks ago.
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That's old. We need a report
today and we need it in real time
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is possible, and to me real
time is within a tenth of a second.
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To other companies real times means something
different, but real time is at
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the point of engagement and that's what
we offer. Okay, that's wonderful.
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Thank you very much. Now that's
again very insightful and I guess one of
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the question that though, always us
to any of our guests these all.
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Can we get in touch with you? I'll can all agents rich shoot you
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now to discuss any of the things
that we go vote today. Know and
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you of the details if we go
vote today or even engage with your twin
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us know, kick fire off with
super bad them and the business to Gol
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Oh, you bet. If you
want to speak with me personally, it's
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Tina Tiana at kickfirecom, or you
can go to kick firecom and submit a
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form if you have general interest in
the technology and would like someone from our
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sales team to reach out. I'm
always happy to engage and hopefully we can
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work together in the near future.
Absolutely well, thank you very much.
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Now equals great having you on this
show today, so I hope we're going
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to have the opportunity to get to
get a guide and carry on this conversations.
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Thank you so much. I appreciate
your interest. I appreciate you calling
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me. operatics has redefined the meaning
of revenue generation for technology companies worldwide.
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00:24:00.509 --> 00:24:07.349
While the traditional concepts of building and
managing inside sales teams inhouse has existed for
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00:24:07.470 --> 00:24:11.220
many years, companies are struggling with
a lack of focus, agility and scale
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00:24:11.619 --> 00:24:18.140
required in today's fast and complex world
of enterprise technology sales. See How operatics
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00:24:18.259 --> 00:24:25.170
can help your company accelerate pipeline.
At operatics DOTNET. You've been listening to
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BEDB revenue acceleration. To ensure that
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the show in your favorite podcast player. Thank you so much for listening.
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Until next time.
