Episode Transcript
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You were listening to bb revenue acceleration, a podcast dedicated to helping software executive
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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 Joan M with Tier
and I'm here today with some grum Vasher
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from terminus. Are you doing today
and Grum, I am fantastic. How
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are you? I am very good. Thank you, very very good.
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So today we will be discussing the
power of business communities, but first I'd
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like you to show a little bit
more about yourself, but also the company
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that you represent, terminus. Yeah, sure, so I'm the cofounder and
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chief evangelist of Terminus. Most recently
I ran marketing at par lot and went
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to the acquisition of exact orget and
then sales force. It's all of a
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sudden event from this hundred people company
based here in Atlanta to this ten billion
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iconic brand sales hold. That was
one uriens for me. And then along
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the wall alium has become kind of
my passion things. So I end up
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writing a book on Accountas marketing that, while he is published in two thousand
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and sixteen and it's been really good. Terminus started in around two thousand and
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fifteen. We started as three colos
founders, where about two hundred people based
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here in Atlanta. Wow, that's
been a fun journey and along the way
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also started I wrote a crazy blood
flop, myth full of the jump.
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Sure we'll talk about that. Turn
into a pretty awesome community of ten thousand
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people in plus people in the community
with the nine conferences called flip my funnel,
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and we also do a daily podcast
called flip my funnel talking about all
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things marketing, sales and life's wonderful
for the thanks for that, sand grome.
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So on yarding team profile. You're
the title and you mentioned that actually
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in your introduction of the accidental evangelist, and I believe that that may come
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from the Ug success of building up
the flip my phone or community that you
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also mentioned. Can you please share
with us what motivated you to create this
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community and and what you had chiefts
of our yeah, I mean, I
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honestly didn't think of building a community. That wasn't the goal in the beginning.
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It was more of like I just
wanted more people to come together and
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talk about the problem and what I
realized in the early days was we were
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three first time founders based in Atlanta, haven't raised a lot of money,
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trying to build something that nobody's really
talked about, accountass marketing until two thousand
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and fifteen. So it really was
like, how do we make noise?
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How do we get people talking about
it? And none of the analysts or
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all these turbo and all these analyst
from none of them were talking about it.
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So it wasn't really uphill do or
and I realized at that time that
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until we make the math to believe
in it and talk about it, nobody's
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going to pay attend. And that
really started this this idea of flip my
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funnel, which was, quite honestly, was a was a flight from San
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Francis is good. Atlanta was in
the middle seat and I was drawing this
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this funnel on a piece of paper
and I just flipped it and came up
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with these new stages and that became
the philosophy and by the time I landed,
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produced a blog and I just launched
it and many people said Hey,
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this is a great idea. That
just put an event together and that led
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to another event, that led to
another events really putting one step ahead of
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another. We kind of somehow stumbled
on this building a community, which honestly,
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is is really the people in the
community are building and making it happen.
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That's wonderful. Is Always love such
an organic story, you know when
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things happen because you start with something
and something else upon you don't make.
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It's an element of look, an
element of doing things, but that's wonderful.
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What you managed to achieve means it's
very, very, very impressive.
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I believe that flip my funnel is
a multiplatform community, from from what I've
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been able to see, so people
can interact through your website, through the
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podcast that you run, through events
that you promote and so on. Which
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of those, from your perspective,
is the most powerful channel to bring the
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community together? And if you had
to pick one, which one read?
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It's a tough question, because there
is a there is this thing they said
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the event is. I feel like
it's absolutely the most powerful because it brings
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people together and there's nothing better when
you have two people connecting an event and
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you build relationship and you now meet
people that you're just seeing online and all
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of a sudden you feel like you're
best friends event right. So to event
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is definitely one of the last conference
we did in Boston. We had over
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thousand people attended and it was just
the energy was incredible. So it's fun,
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but but you can't do an event
every single day or month or week,
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so having making sure that you do
once a year event. That's one
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of the reasons why we started this
slip off dot org, which is an
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online community where people are able to
communicate back and forth. But then also
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there's are all people who are doing
some incredible things. So we said,
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well, why don't just start a
podcast, which obviously is one of the
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most amazing passive way of listening to
content, and literally the content that we
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create on a podcast, I put
it on the linkedin platform and then there's
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a lot more engagement on that on
a regular basis, almost daily. So
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I feel like all of these kind
of feed each other. But if I
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have to say that what I love
the most, more than anything, is
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really meeting people facetoface and seeing their
face light up when they meet somebody they
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really wanted to connect when loan from. Yeah, so the event would be
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your favorite, then, I believe. But they all connected in a way
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so you recommend a frequency because I
guess the community. I'm being part of
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a few communities and you've got communities
that sometimes US collidered to be too much.
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I believe, from the members.
I've got some community as out set
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of walk and I'm on the slug
group as the moment. Is a few
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people who we've got the same whole
bit and there is people absolutely commencing the
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whole days, which mean that we
can of miss the most important place.
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So I think I just want question
to you is that. Do you have
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recommendation in not overloading, on not
on the loading your member bells, you
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come a frequency or in theme of
Inc of the try to you use that?
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Is it? Again, a really
good question, because I think about
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it quite a time, especially because
we started daily podcast. Yeah, and
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I think what what really what I
found out is that people are going to
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engage on the things that they like. So, for example, emails,
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we do not send more than once
every two weeks because we know everybody gets
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terms of emails. So we don't
need to send daily weekly emails. We're
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sending you once every other week.
Now podcast, nobody has to do anything.
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There is no Bush of content.
If people can subscribe and they can
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listen on their community so that has
been great. The flip map on Thet
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Org, we try to post a
question or something, maybe every week,
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but literally let it be organically.
Some weeks there's a lot of conversations,
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some week there's a little conversation and
we are okay with that, because people
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in and out. They have real
jobs. We can expect people to be
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a hanging out all day all along
in the community. So I think we
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have just made sure we are not
doing overly doing something or pushing it too
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much. But if somebody wants to
consume conversation and happy post conversations, they
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have options through our podcasts as being
a daily come oversation. Okay. And
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do you use your members as as
with the RTO, I guess, or
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as people who participate? Sure content
through a different channel that you use,
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or is it just your contents really, and they're more I'm not seeing as
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a as a listener, if you
will. Yeah, now, I think
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a lot. I mean if you
listen to the Philopathal podcast, like ninety
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nine percent of the conversations are interviews
with conditioners out there in the play in
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the market place who are doing something
learning something, finding some issues or challenges.
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Those are pretty much the topics we
will I really think communities are built
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when they are run by the community
as opposed to a figurehead. And so
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as much as I would like to
say, yeah, I'm the found of
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Sun, but my involvement is pretty
much making sure there are tools, there
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are events, that are activities of
happening, but the conversations have to be
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literally led by the people in the
community. That's really when it becomes super
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vibrant. Great that. That's really
what's pull off for because you also will
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touch to things that we people will
care about, the guests in the community,
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which which is much more meaningful than
going out with with your own idea
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that may not be what the community
wants to do about the guess. So
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I mean, you know, the
other point of that is that I don't
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have that many ideas, being very
honest, why? You know, there
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are few ideas that I have and
I feel like I've had to talk about
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them like maybe that a community or
commodity, or here's the best practices,
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wh I think I abm. Framework
would beyond that. It is incredibly humbling
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and amazing to hear people who are
actually in the trenches and actually fighting the
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fight, the good fight, who
are actually trying to do something new and
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there some somebody might be in a
small company and somebody may be in a
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billon doll company, and how they're
all trying to fix the problem their organizations.
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There is no way that I can
ever bring that level of intensity in
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the conversation without hearing from them.
So I enjoy the solid dator. Yeah,
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that's that's so true, very,
very trund and I guess we do
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exactly the same. And this is
so I was. I was saying to
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the team I walk with to organize
the post guests how enriched I feel after
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each conversation. You know, since
we start is I've a long so much
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from people and there is the conversation
during the podcast, but there is also
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the conduction, I'll say, the
podcast, the preparation, things like that.
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It's so, so insightful. To
finalize, I've got a question for
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you about about written on investments in
the way, but I'll do you see,
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flip my fun or community generating business
for what company terminus, and I'll
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do you measure it. Yeah,
it's really hard to really look at it
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that way. And when I take
a step back, I didn't realize this
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before, but I have been I've
been learning about building categories and and I
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feel like every single category leader out
there in the marketplace has a community.
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They're leading by the community. We
can look at examples like sales force.
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Well, look at they didn't create
a sales force, only community. They
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could call it reinforce. You look
at hop spot. They didn't call a
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hop spot community, they call it
in bound. You look at gainside.
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They called it pulse, and we
can go on and on. So,
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like terminus, it is plip my
funnel, which means we have to be
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incredibly honest making sure that we are
not using the community as a bait.
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To deep close are more of terminus. But community allows us to create narratives
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in the marketplace that we believe are
important for people to know and in some
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way, shape or form, obviously
it helps us because people know who is
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connected with those. So almost every
single category leader out there in the marketplace,
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when you look back and the blueprint
of their leadership style, is that
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they are led by community. It's
not. They're not let by product,
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because somebody can build a better product
than what we have today. So I
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feel like community gives you almost incredible
opportunity to own the market narrative. And
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once you start owning the market narrative, then you have an opportunity to win
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based on the fact that you are
a bigger brand awareness and brand presence and
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if you have any good of a
product, which obviously we feel we have
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it, so to sales force and
help spot and others, then you will
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win, and I think it that's
how it's really help. been a remarkable
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thing for us because almost every single
competitor of terminus sponsors. Flip my phone
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either or not they are an attendance
or they're sponsoring and has a built or
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they are speaking at the conference.
So we made sure that this is like
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an industry conference. So everybody wants
to run around learn about a canvass marketing
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is coming to the conferences because everybody
is here and we did not exclude anybody,
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we just invited everybody. So many
ways it really allowed us to own
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the narrative from the top and build
a community from the bottom. Absolutely we
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had a we had the guest who
is three, the person with helping us
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to put all this podcasts together,
James Carberry at a street fish media and
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we discuss about how can you just
for the podcast. I'm not talking about
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events and I'm not talking about the
use of bits and pieces, but we
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discuss about how can you actually generate
business from the podcast and we realize that
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there is three things there is.
The first one is true listener. So
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people, someone new, find stueball
upon your podcast somewhere on the Internet,
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listen to it, loves what you've
got to say, wants to get in
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touch with you. The chancel that
of that are probably a little bits slim,
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but it could happen. The other
way is potentially to invite people that
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you believe could become your customers or
could become partners who could be insightful for
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your community. So you kind of
get in touch with your and US always
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the person that you want to sell
to. And the third one is read.
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That so clear. There ship type
of image that I believe you gift
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to yourself, which means that you
may start the prospective conversation with a new
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clients completely outside of the community that
you build, but when those people start
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to research you, they find that
community, they find that you are part
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of a community, they find that
you are talking about subject matter at a
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quite interesting to them, to the
appeals, but also as a mention or
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radio. Few time you cannot have
that sort leadership or are around you,
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and we believe that it's probably for
us that's what has been the most successful
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and what we've seen the most,
the most feedback from prospect becoming clients,
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for people said well, look,
we are looking at you guys and potentially
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a fewers of companies, but when
we need some research about your company,
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when we did some research about the
management, and we so all the article,
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sort leadership, contend, the podcast, the conversation, the people you
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are connected with, that just gives
us confidence to move forward. So I
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think the community can be actually very
powerful, not only acquisition or for acceleration
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or but yeah, it is.
It is, as you said, it
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is out. It's you should not
expect to and maybe you can comment on
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that, but I don't know what
will be the timeframe from starting to build
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up a community to get a first
revenue from it, but I would expect
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that this a good few months.
Yeah, I mean I think for us
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that happened immediately, right like,
even if I have to really trace almost
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in the earth days. When we
did the first conference we had about ten
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customers and the conference had three hundred
and two to people that travel from all
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over the place to attend. And
for us, like right after that I
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remember, like you know, end
of month we were like over past fifty
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customers and I feel like the event
had a lot to do because it's not
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just the people who are attending the
event but the above that it created across
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the whole industry around. Oh there
is an event happening here and these are
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all amazing people. They're sending to
their people, a lot of the people
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who are sponsoring the sending emails to
their distribution list. So the hell effect
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of what it can do is is
more than the one day or two days
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when you have the event. So
I know that from a revenue perspective it
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has it's not just the net new
revenue. I feel like you know,
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I think sales forts has this case
study with their trial brazer community that I
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00:15:13.799 --> 00:15:16.559
was starting to Matthew Sweezy, who
runs their thought leadership at sales force.
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He said that every single person who
is in the trail Lazer community of sales
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force spends two times more and stays
four times longer than other customers. So
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if you even think from a retention
perspective, when you think from the overall
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value of the customer for you,
if they are part of a community,
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you know that they're having conversations and
in that means that they have a higher
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chance of being successful and that they're
successful, they were stay with you.
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So I think paty has a much
bigger part than this acquisition. Yeah,
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00:15:48.340 --> 00:15:52.809
no, I think that's that's a
very, very point. Or thank you
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00:15:52.850 --> 00:15:56.690
very much for sharing or your insight
with us today. Some grum now,
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00:15:56.129 --> 00:16:00.289
if anyone was listening to that podcast
would like to get in touch with you
231
00:16:00.570 --> 00:16:04.279
or getting touch about Iminis to a
more about what's your gays can do for
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00:16:04.399 --> 00:16:07.480
them. What is the best way
to get in touch? Well, I'm
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00:16:07.759 --> 00:16:11.480
doing personally. I'm on Linkedin,
post something daily over there. I love
234
00:16:11.559 --> 00:16:15.759
it. You can definitely with me
on that. Linkedin, on sang on
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00:16:15.840 --> 00:16:18.389
wager on to German as you can
get fremiscom. If you want to be
236
00:16:18.389 --> 00:16:22.909
a part of community that is seeking
different ideas, are on the APM.
237
00:16:22.190 --> 00:16:26.470
You can join the flip of Font
Malcom community or listen to the podcast.
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00:16:26.830 --> 00:16:30.629
That's wonderful. Well, that's great. Mini thanks once again on gram for
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00:16:30.710 --> 00:16:34.179
your playing today. It was fantastic
to a jumber show. Thank you.
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operatics has redefined the meaning of revenue
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00:16:42.220 --> 00:16:48.889
traditional concepts of building and managing inside
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your company accelerate pipeline at operatics dotnet. You've been listening to be tob revenue
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