Episode Transcript
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You were listening to bb revenue acceleration, a podcast dedicated helping software executive stay
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on the cutting edge of sales and
marketing in their industry. Let's get into
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the show. Hi, welcome to
be. To be a revenue acceleration.
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My name is Alim, with you, and I'm here today with Robin Emili
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any, funder and partner at catalyst
marketing. How are you today, Robin?
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I'm doing very well. Thank you
for asking. No problem at all.
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So today we are talking about how
to do be, to be marketing
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in the midst of covid nineteen.
I think we all getting a little bit
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fed up of covid nineteen. This
real painful of us and and unfortunately,
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we need to addapt. So you
and I, Robin, W on to
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call lest way to discuss a Mosa
matter and you know, we decided,
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and the through some of the information
that you exchange with me, as Wey
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with you, a great topic and
quite quite an interesting one for audience.
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So let's go with it. But
before we go into the topic, would
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you man introducing yourself, as well
as your company, Catalyst Marketing, to
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audience? Yes, so I am
Robbin Emiliani and I am one of the
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CO founders and partners at Catala's marketing
agency and we are a full service marketing
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agency and we have a specialty and
BEDB tack. So we do last of
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campaign creation, lots of strategy,
lots of content development, Lutch, lots
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of digital advertising for our clients.
But our sweet spot really is be be
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tax. So we have clients like
a Jobie A and Microsoft, Intel and
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Arrow electronics are a couple of the
big names you might know. Yes,
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I'm smaller one, but yeah,
we know about then the young startups.
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So, Robin, we are living
currently in a pretty much sure we had
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time and and and the market needs
to quickly adapt to the new reality.
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I don't think anyone knows when things
will go back to normality, but unfortunately,
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in business we can't wait. We
are speaking in the preparation of this
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this this podcast, that all the
Elf stuff, Nasi's doctor walking extra shift
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to try to save life, and
the fact we believe that US, being
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very small cogs of the economy,
also need to go to the extreme.
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I and Work Ouder to support the
the economy in this difficult time. But
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from a marketing perspective, what are
the main changes that you've seen happening since
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the covid nineteen outbreak and and our
companies adapting cash. We are a lot
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to talk about, don't we all
really? Yeah, yeah, so speaking
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first and foremost about what's changed,
and Beb marketing is the obvious. So
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first of which is messaging. So
I think I can speak for all marketers
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at this time that we have this
terrible fear of sounding tone death during these
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times, and of course that peers
legitimate, because I'm sure we've all gotten
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that email, you know, in
the last couple weeks, where it felt
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that it was a complete turnoff because
it didn't strike the right tone or the
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messaging was off and it just didn't
feel right during this time. But what
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we're finding that's really fascinating to me
is this shift to right brain messaging.
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So let me back up. So
in the last couple years, be to
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be advertising has largely appeal to the
left brain, so messaging that's very black
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and white and very features and benefits
focused. I know you know exactly what
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I'm talking about talking about. Yeah, and what we're finding is that the
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messaging that's really resonating relates to the
right brain. So what does that mean
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exactly? Well, right, brain
messaging is more empathetic. It strikes on
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human connection, it can use irony
or metaphors and even human humor. So
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imagine that, like be to be
brands using humor, and be to be
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brands really need to embrace this new
way of talking and this new way of
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messaging so that they can get ahead
of the curve. The other thing too,
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as you all know, is this
big shift from in person events that
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have transformed to virtual events overnight,
you know, because all of the imperfect
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in person conferences have been canceled and
some of the bigger shows like adobe summit,
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have been replaced with these virtual events. And there are two sides of
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this and we deal with clients on
both of these sides. So the first
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of which is are the companies that
are the ones that are putting on the
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shows. There are the companies that
are the exhibitors at these shows, and
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what we're seeing is some of these
folks are doing these really well and some
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are not. Then we have a
couple recommendations. So the companies that are
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putting on the events, you know
a lot of people are scrambling to make
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the virtual event happen the same time
the in person event was supposed to happen,
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and this is this can be a
mistake if you're not fully prepared.
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So making sure you're giving you and
your team plenty of time to prepare for
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this. You don't have to match
that date of the in person in person
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event and try not to pre record
the majority of the event. Do as
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much as you can live. And
what's great about this, and when I
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love is that right now everyone is
more forgiving, so being polished and perfect
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is being replaced by frankly good enough
and authentic people are. You know,
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everyone's got their kids in the background
and they have background noise and they're sitting
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in their home offices. So really
growing up and being authentic, I think
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is become really effective. And then
for exhibitors, you know, the folks
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that are actually exhibiting at these events. It's a really interesting time and what's
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cool is I actually had, when
I was client side, I had the
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opportunity to be an exhibitor at one
of these virtual conferences and I really enjoyed
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it. And we had a digital
booth and we had digital graphics within the
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booth. We also had videos running
in the booth. But one of the
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cool things about it was the engagement
that we had and the number of Lee's
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that we drove, because what we
found was with our online chat, the
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shy people are more apt to have
conversations with yeah, absolutely right, and
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so I was able to field questions
as as a marketer, but then,
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you know, some of the more
technical questions I could hand off to my
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sales engineer and he could continue or
she could continue the online chat with these
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folks and we actually drove a lot
of leads out of the event. So
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people can really do a lot with
these virtual events. Yeah, okay,
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says you. Almost feels like well, relaxing it. I know it sounds
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Bas out to say that, but
yeah, what we feel from what we
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are doing. We've got we've got
some of our stuff, you know,
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sending US skype or slack and say, yeah, I just poke to the
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CIO of such and such company,
as Real Large Organization. Yeah, and
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you know, yeah, he's dog
on his lap. It took kids backing
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behind him and it this and that, and you know, he was telling
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me how is managing the daytime with
his wife and people will spend five minutes
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the opener is really is very human, is personal things that you would not
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talk about, you would never start
to calling say up. You know,
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by the way, I've got my
kids. They may come at any time
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now and one of them is dressed
as a million so don't just pop in.
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And I think, you know,
weird way, things that probably would
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not have been acceptable two months three
months ago in a professional discipline way are
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now quite charming and it's something to
realize. Actually, you know, what
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we're trying very odd, but we
all human speaking to humans and and I
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think everybody's on jowing the conversation a
little bit more, because it's not just
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business. People are more relaxed.
They would actually tell you why they would
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not be interested by something or tell
you what step they would want. So
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it's it's almost more it's more relaxed, more honest, more human and and
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we're actually really enjoying it at the
moment. You know, lots of our
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stuff are telling as this is.
It's obviously not a good moment in the
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look of face. You know,
if you look at on the what's happening
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on the planet, but from what
we are doing and from the way people
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are feels that one was that.
That's solidarity, the fact that, you
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know, we are all in that's
an issue we are sharing. We've got
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something in common and that's something on
common in a way we feel is bringing
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us close off to the prospect and
that's that's that's I found it very interesting.
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Coming back to the topic and what
you are seeing in the market and
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and what you're seeing your clients doing. All you advising your clients? Well,
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do you think market should focus that
time and budget to be able to
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survive but also come out of that
crazy strong? Yeah, I think first
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and foremost is don't stop marketing.
So there was a study done by the
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Harbor Business Review and looking at the
recession and how did companies perform and what
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were they attributes and what were some
of the behaviors that that were common in
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the companies that thrived? And you
know, the companies that didn't make drastic
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cuts were the ones that actually fared
better. So if you make too many
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cuts you're less likely to survive later. So these companies continue to invest in
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marketing and research and development and I
think one of the other things that we're
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seeing to that is fascinating is the
is more emphasis on digital yes, we're
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really helping our clients double down on
media and digital advertising spans because everyone's on
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their computers now and these social channels, I mean, they're experiencing record usage
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because we're all sitting in front of
our computers and as marketers and as baby
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companies, we have got to show
up where customers are and since everyone's on
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their computers, digital really has really
increased in the last couple weeks, which
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I which I find really interesting.
It is interesting and we see the sign
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by the way, we've seen a
decrease of of connection via fun when we
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engage with prospect or when we engage
with clients or anyone in particular. So
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we've got different type of compaigns.
We've got channel compaigns, we've got productive
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companies, we've got follow up companies, whatever you you can think of compaigns,
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but basically we speak to prospect on
the daily basis or to channel partners
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on the daily basis, and we
saw dropping them of connection via fun by
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approximatively seventeen percent, which is a
which is major right. So must twenty
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percent. So you know, it's
you need to walk twenty percent Aal door
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to speak to us. Many people. However, we've seen email going up
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by certain person and we've seen social
media going up by approximatively twenty two percent,
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mainly being linkedin, of course,
but people seems to be on Linkedin.
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This seems to be active. We
see people at well, I kind
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of you don't know where they were. They are starting to post again.
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We've got some clients who are posting
about things that are doing with their keys
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and all that. So it seems
to be like the the right platform.
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But in back, I think you
made the statement that I really, really
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like. You know, you should
not stop marketing, and I think I
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am, I am so, so
much in agreement with you on that one.
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I've had some, unfortunately some some
conversation with clients who asked us to
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know, relax what we are doing
or pose what we were doing. And
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you know what I'm telling them.
As look, with the way we work,
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if we pose what we are doing, when you will want to resume,
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we won't be able to allocate the
same resources back to the project.
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No, but we confert people sitting
on the bench for amounts and then starting
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again in May or mid May or
whatever. So we will have to ramp
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up again and and I think we
also have. We've had some most our
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clients who ask us to actually pose, maybe for three months, what we
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were doing. And fundamentally, I
think, you know, I can get
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it. You are concerned, you'll
see fools. Okay, you know what,
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less freeze everything, but you're going
to lose a faire yeah, it's
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three months time when you want to
resume. It's like marketing. What we
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do is like marketing. It takes
a little bit of time to go back
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to that momentum, to go back
to producing that volume of pipeline on a
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monthly basis and having that, you
know, that's rock rolling, you know,
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pushing. You need to push the
Rock a little bit and when you
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get the momentum then it becomes easier
and if you stop pushing the Rock,
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it's not good. So we trying
to discuss that with crime. It's a
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very small minority that have asked us
to stop things. Some of them may
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be short of action, you know, they've got to be careful with what
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what they're doing. It as maybe
right for the smaller companies, but some
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of the biggest one. We actually
managed to convince a good part of them
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to not stop but but to reduce
what they were doing so we can keep
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the team taking we can take everything
going. And you know, at the
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end of the day, look,
we've been locked down for what, three
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weeks now? I don't know for
a long you've been locked down in a
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in Denver, but therea yes,
freaks as well. Look, is it's
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don new normal will get. The
first week everybody was figuring it out.
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The second way people are like,
okay, well, that's annoying. So
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the work is like, okay,
well, we need to go by this
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the new normal. Let's carry on. We can't stop, you know.
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Is that so? So? So, you know, with the new normal,
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I think. I think things will
come back to normal. But I
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do a hundred percent agree with you. Stopping Marketing, stopping silly selling,
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is is, I think. That's
my opinion, is a mistake. So
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with mistake, and you know the
company you want, your company, won't
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see the impact right away. But
to your point, you know, with
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our longer sales, like goes,
you're going to feel it later. It's
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oat bringing you for when you don't
have the truck rolling that you're going to
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feel the impact of this. Yeah, and I think that that's particularly true
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if you are. But there is
two types of organization. You've got organization
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with a business models almost as a
pay as you go and if they've got
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lots of customers in a specific article
that is impacted, then there really and
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you will get down. But I
think most of focused. The most probably
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a kills. They would have two
years, threels a month to bear recurring
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contract monthtly, you know, streels
of contract basically already planned out. So
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the revenue is that going is probably
that grows. That could be impacted.
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But what you know ven you grows. Doub was important and I think invests
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the market. They may allow fall
back Qualto, but I don't think they
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will all for it. Everybody.
YEA, and the company that will increase
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the value and and the the attraction
would probably be doing when that that don't
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stop. But there you go.
So to be a bit more specific,
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could you, could you show some
example of campaigns or program that you are
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running from for your clients that have
been a successful in these new times,
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if I shout called them that way. Yeah, absolutely. So adobe comes
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to mind first and one of the
things that we're doing to help them is
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we're really acting as their triash team
to assess a lot of you know,
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because we have a lot of campaigns
running for adobe at the moment. But
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we're going back and reevaluating all of
the content to make sure it's appropriate for
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distribution and how do we need to
modify that content so that it's current it,
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you know, so that it's more
relative to these current times. Yeah,
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we're also helping them a lot with
virtual events. You know, there's
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there's some discomfort from a lot of
our clients about how to execute a lot
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of the virtual events, how to
promote them, how to drive registrants.
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So, you know, we're supporting
them with a lot of the campaigns associated
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associated with that. One of the
other clients that we have, so MCA
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connect, is a Microsoft partner,
okay, and they're one of the things
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that we're helping them do is step
out of the box and provide their clients
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with services that are outside of their
typical services. So, for example,
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you know, they're they're helping their
clients with implementations and upgrades of Microsoft products.
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But one of the things that we're
helping them do is put on these
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webinars on how to work from home, because a lot of their clients work
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on premise, so they're not used
to this working from home. So we're
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coaching them through via these webinars on
how to work from home, how to
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be more productive, how to be
more effective, and then explaining to them,
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you know, how they're going to
be a good partner to them.
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So going out of the you know, out of the box and really being
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of service to their clients and then
to other clients that I think I should
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mention, one of which is errow
electronics. One of the things that is
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fascinating during this time is how the
sales people are and what they're doing has
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changed. So we're helping Arrow electronics
with a lot of their sales enablement tool
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so, you know, because they're
no longer having these in person, these
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facetoface meeting, so we have to
have really powerful, compelling digital materials that
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they can share with their folks.
So what I love about that is everybody's
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up there creativity game. This is
really a time to flex your creative muscle,
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because that's what's going to resonate with
your audiences. More interactive, more
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interesting, more engaging types of content. So we're doing a lot of that
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for Arrow. We're also doing a
lot of that for Intel. So we've
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seen this crazy spike in video,
as you can imagine. You know,
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creating lots of video for our clients, both to be incorporated into campaigns but
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also be created for you know,
helping the sales team and creating tools for
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them. Okay, that sounds cool, very, very good. Very good,
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very good. Let's talk about the
future and the light at the end
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of the tunnel. Okay, how
do you think the bit to be marketing
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world will look like when the lockdown
is over? Yeah, I you know,
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what I would what I would advise
marketers is to, you know,
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like we talked about earlier, is
keep this momentum. Your marketing efforts,
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in your lead generation efforts may need
to be modified, but continue this this
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push forward. The other thing too, that's coming that has waned a little
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bit at this time time as account
base marketing. Yeah, so things like
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intent data, you know, which
is heavily reliant on Ip addresses of corporations
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direct me out. Some of those
things have scale back significantly during this time,
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but that's going to come roaring back, so be prepared for that.
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Plan for that now. Be Ready
to ramp your ABM campaigns back up,
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because that's going to be critical,
and then also addressing like from here on
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now we're going to talk differently and
people are transformed as a result of this,
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and I think in a good way. and BB marketers have got to,
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you know, show up authentically and
talk human and stop talking about features
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and benefits and really focus on this
right brain type messaging, because we're all
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walking away from this transformed. I
think it's a great time to build up
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relationship. You know, what we
what we believe is opening that you you
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eat. May Be Difficult FO sales
people to actually collect to freshly printed touches,
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although from their clients, but they
believe. You know, the conversation
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still goes on and I think from
a marketing perspective, carrying on marketing,
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carrying on selling, but I'm talking
about the top of the Phonolia is absolutely
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key. Even for us. You
know, we had a couple of new
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contract so we've been able to bring
seven new clients since since the beginning of
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the lockdown, but we had two
or three that didn't come in because,
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despite the fact that who are towards
the endge just about. Basically we are
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the docuside stage of the contract,
which usually we've got a hundred percent conversion,
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then we are the CFO sing.
Look, we know what. Don't
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believe it is the right time to
start and, you know, let's posit.
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And I think that's what it is
it's supposed. I think, as
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we carry on what we are doing, we are actually nurturing conversation, we
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are putting those conversation. They are
in the bag and I think they're going
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nowhere. And as soon as the
lockdowne is over, and I don't know
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if it's really a question of the
log on is being over, but as
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soon as people adapt towards the new
is, whatever the you is, lock
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down being over or, you know, people having to work in a different
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way and stuff like that, I
think that all those conversation would result in
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opportunities moving forward. So almost see
it as an investment. is about carrying
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on making your investment and and and
you're going to collect the fruit of that
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Labor later on in the year.
But but yeah, I do agree with
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you and it was actually wonderful and
refreshing to have you on the podcast.
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So they ever been, even if
I'm fed up to speak about covid nineteen.
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It was good to speak, to
speak about it with you in that
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sense. So so thank you so
much for your insight today. I really
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appreciate you. You to the time
to be with me on the PODCAST and
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share some of yourselfs and share also
exam on board off what you've been doing,
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which I think he's he's really with
all agience. He's F t.
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Now if anyone's wants to connects you
discuss about potentially out Kett least marketing canst
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00:21:26.819 --> 00:21:30.539
you bought them in the marketing journey
and and Tak that conversation of flying.
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What is the best way to get
rid of your were Bein? Yes,
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so the best way is probably email. So my email addresses robin at catalyst
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marketing dot IO, or they can
visit the website catalyst marketing dot IO and
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00:21:47.049 --> 00:21:48.720
they can fill up the contact form
and I'll be sure to reach back out.
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Well, the fun. Once again, he was great to have you
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on the show. So thank you
for coming and joining us today. We're
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00:21:55.599 --> 00:22:00.670
thank you so much. operatics has
redefined the meaning of revenue generation for technology
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00:22:00.750 --> 00:22:07.910
companies worldwide. While the traditional concepts
of building and managing inside sales teams inhouse
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00:22:07.230 --> 00:22:11.230
has existed, for many years.
Companies are struggling with a lack of focus,
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00:22:11.470 --> 00:22:18.980
agility and scale required in today's fast
and complex world of enterprise technology sales.
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00:22:18.619 --> 00:22:26.140
See O operatics can help your company
accelerate pipeline at operatics dotnet. You've
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been listening to BEDB revenue acceleration.
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