Episode Transcript
WEBVTT
1
00:00:02.560 --> 00:00:07.549
You were listening to be tob revenue
acceleration, a podcast dedicated to helping software
2
00:00:07.589 --> 00:00:11.789
executives stay on the cutting edge of
sales and marketing in their industry. Let's
3
00:00:11.789 --> 00:00:17.750
get into the show. Hi,
welcome to beat the revenue acceneration. My
4
00:00:17.870 --> 00:00:21.500
Name is owing them with K and
I'm up today with Jeremy Brown, content
5
00:00:21.620 --> 00:00:26.059
pocketing manager at crunch base. How
are you today, Jeremy? I'm doing
6
00:00:26.100 --> 00:00:28.820
amazing. Ray. Thank you so
much for having me. Happy to be
7
00:00:28.940 --> 00:00:33.380
here. It's an absolute pleasure.
So today we won't to speak about how
8
00:00:33.500 --> 00:00:38.570
to tell you'll sense team into silk
lead us. But before we go into
9
00:00:38.570 --> 00:00:42.130
the details, before we still the
conversation, Jeremy, could you Preaz Intron,
10
00:00:42.170 --> 00:00:45.570
just show side of to all audience
and tell us small about your role
11
00:00:45.850 --> 00:00:49.369
at crunch base? Sure. So. I've been in the content marketing game
12
00:00:49.490 --> 00:00:53.960
for now over eight years. So
I've been working with large enterprises and even
13
00:00:54.039 --> 00:01:00.600
smaller startups, essentially helping them build
Lee generation kind of teams to ultimately drive
14
00:01:00.640 --> 00:01:03.629
more revenue, and that's what I
do at crunch base. So, as
15
00:01:03.629 --> 00:01:07.629
you mentioned, on the content marking
manager at crunch base, I focus on
16
00:01:07.870 --> 00:01:11.430
our bb side of things. We
actually have two sides of the business.
17
00:01:11.510 --> 00:01:14.989
We have our B Tob and BTC. Most people know crunch base for the
18
00:01:15.069 --> 00:01:18.189
BTC side of things. So when
you go to crunch Bascom and you interact
19
00:01:18.189 --> 00:01:21.459
with the data that we have,
that's our BC offering. And so crunch
20
00:01:21.540 --> 00:01:26.500
base is a platform that's over fifty
five million people are re single year rely
21
00:01:26.659 --> 00:01:30.540
on to prospect for new business opportunities. Now what does that mean? If
22
00:01:30.579 --> 00:01:34.569
you're a salesperson, you can actually
use crunch base to find opportunities, to
23
00:01:34.609 --> 00:01:37.409
actually find companies to sell to.
So, for example, we have this
24
00:01:37.609 --> 00:01:42.569
really great signal around funding, and
so we track all the funding that company
25
00:01:42.650 --> 00:01:48.799
is raised. And so let's say
that your salesperson in London and you are
26
00:01:48.920 --> 00:01:53.280
interested in uncovering companies who raise capital
on the past let's say six months.
27
00:01:53.560 --> 00:01:57.000
You can use crunch base for that
and actually find companies that are a good
28
00:01:57.040 --> 00:02:02.150
position to actually buy your product service. And so that's that's how people interact
29
00:02:02.189 --> 00:02:05.989
with crunch base. If you're an
investor, you can find companies invest in.
30
00:02:05.989 --> 00:02:07.989
If you're a founder, you can
find them. Bet You can find
31
00:02:07.030 --> 00:02:10.389
investors. So there's a lot of
ways to actually use the crunch base data.
32
00:02:10.629 --> 00:02:14.710
Yeah, we've been a we very, very, very familiar. I
33
00:02:14.789 --> 00:02:16.860
think we've been a relying on crunch
base alert and, as you say,
34
00:02:16.900 --> 00:02:23.979
the others in term of people getting
fund of Investment and everything. I've been
35
00:02:24.099 --> 00:02:29.099
super useful for us. So we've
definitely used your solution as a trigger out
36
00:02:29.099 --> 00:02:31.969
to engage risk prospect so so,
yeah, I to hear. Yeah,
37
00:02:32.129 --> 00:02:37.169
it's great and yeah, definitely.
Are you very sorrow as well? You
38
00:02:37.210 --> 00:02:39.050
know, there is some AL solution
that we've seen out there over the yearl's
39
00:02:39.090 --> 00:02:43.689
probably that anymore now we really put
all eyes in this and let's get with
40
00:02:43.889 --> 00:02:46.719
this crunch base. But I guess
there's a solution. Will Not a sorrow
41
00:02:46.800 --> 00:02:50.639
in time of getting all the foundings
in one place. Really all that the
42
00:02:50.719 --> 00:02:53.719
basis. This is super cool,
guys. Yeah, so coming back to
43
00:02:53.759 --> 00:02:57.360
you to pick down enough about crunch
based. Are Fantastic as a company.
44
00:02:57.439 --> 00:03:04.909
You are guys. We often see
CEOS and Cems and also, I level
45
00:03:05.030 --> 00:03:08.949
executive in general, investing in that
personal brand and, you know, being
46
00:03:09.069 --> 00:03:14.740
seen as so cleader in their own
industry. It's powerful to help them to
47
00:03:14.780 --> 00:03:19.819
promote the companies but also to build
up authority and trust within within that business
48
00:03:19.860 --> 00:03:23.300
communities. But we don't. I
don't believe that you need to really be
49
00:03:23.419 --> 00:03:27.770
an e level exact to be a
soclet on your industry. Actually, the
50
00:03:27.849 --> 00:03:31.250
fact that you are walking in the
trenches with clients every day would potentially put
51
00:03:31.330 --> 00:03:35.289
you in a better place to be, to be also created up in your
52
00:03:35.370 --> 00:03:39.610
industry and you can have multiple people
working within your organization generating or even content
53
00:03:39.729 --> 00:03:46.479
that will positively impact the company reputation. So, as my first question,
54
00:03:46.560 --> 00:03:51.639
could you please elaborate a little bit
on what I just mention and share your
55
00:03:51.759 --> 00:03:55.110
thoughts on the topic of not just
getting the exact but more people in the
56
00:03:55.150 --> 00:04:00.550
organization to be so leader and pushing
that personal brand absolutely. Just to give
57
00:04:00.590 --> 00:04:03.990
some examples, and you know not
that that you don't have to be an
58
00:04:04.030 --> 00:04:06.469
executive to be a thought leader.
mean the reason you want to be a
59
00:04:06.550 --> 00:04:10.659
father is is pretty simple. It's
about building trust, and so an easy
60
00:04:10.699 --> 00:04:14.939
example to illustrate that point is,
let's say Bill Gates. When Bill Gates
61
00:04:14.939 --> 00:04:19.060
speaks, everyone listens because we trust
what he's saying. Now, obviously he's
62
00:04:19.060 --> 00:04:24.290
a billionaire, wellknown, so that's
an obvious example. Now here's another example.
63
00:04:24.370 --> 00:04:26.850
Let's say my dad. So my
dad's a real estate agent. He's
64
00:04:26.850 --> 00:04:30.649
been a real estate agent for over
thirty years. When I have questions about
65
00:04:30.730 --> 00:04:33.810
real estate, or if people around
me that know me or connected with me
66
00:04:33.889 --> 00:04:38.639
have questions about real estate, they
go to him and ask him questions because
67
00:04:38.680 --> 00:04:42.399
they trust that what he's saying is
the truth and he's very transparent about that.
68
00:04:42.839 --> 00:04:48.079
And so imagine if your sales team
had that same level of thought leadership
69
00:04:48.160 --> 00:04:55.189
within their own networks. Now you
don't have to rely on some of the
70
00:04:55.589 --> 00:05:00.829
tactics that sells people do to actually
sell, and an example of this is
71
00:05:00.870 --> 00:05:05.269
here in the United States. Use
Car sales people. So use car seals.
72
00:05:05.310 --> 00:05:11.300
People have a bad reputation of being
individuals who are not very transparent about
73
00:05:11.699 --> 00:05:16.259
selling. Use Cards. Now,
if you were a person that wanted to
74
00:05:16.379 --> 00:05:21.410
build your thought leadership, leadership up
in that space, imagine if, instead
75
00:05:21.449 --> 00:05:26.889
of not being transparent, you were
transparent. Imagine if you talked about the
76
00:05:27.050 --> 00:05:31.689
cost of a car and why it
cost that particular number. Imagine if you
77
00:05:31.970 --> 00:05:36.439
talked about the deans and the dents
and the history of the car. Imagine
78
00:05:36.439 --> 00:05:41.759
the transparency that you're exhibiting that way. Now, from a consumer perspective.
79
00:05:42.800 --> 00:05:46.680
That trust is extremely important. At
the end of the day, we want
80
00:05:46.680 --> 00:05:51.709
to buy from people that we trust. Now, it's interesting about business is
81
00:05:53.709 --> 00:05:58.629
that, from sales to marketing,
we tend to either sell a product or
82
00:05:58.750 --> 00:06:04.819
market a product in a way that
we as consumers would not be attracted to.
83
00:06:05.100 --> 00:06:09.740
We would not be interested in that
particular way of selling or marketing.
84
00:06:10.259 --> 00:06:15.300
And so what's interesting is why don't
we sell or market a product in a
85
00:06:15.379 --> 00:06:19.009
way that we would want to be
sold to or marketed towards? And so
86
00:06:19.250 --> 00:06:24.290
being a thought leader at the end
the day it's building that trust with a
87
00:06:24.370 --> 00:06:30.889
particular target audience and an an effort
to help you sell more down down theod
88
00:06:30.930 --> 00:06:33.160
down the road. It's not a
quick a quick win or anything like that.
89
00:06:33.279 --> 00:06:36.360
It does take time to become a
thought leader, but when you do
90
00:06:36.519 --> 00:06:41.439
become a thought leader, you're in
a plain a very good place. Yeah,
91
00:06:42.160 --> 00:06:46.360
so, and would you said transparencies
a big pot, as he does,
92
00:06:46.560 --> 00:06:49.069
because you mentioned that the couple of
time. Use the example a few
93
00:06:49.149 --> 00:06:54.230
skills sets people, which you know
it's kind of a Cliche, but I
94
00:06:54.310 --> 00:06:59.629
think a Crechiet we speak to all
again. So how much it's transparency VLSIS
95
00:06:59.709 --> 00:07:02.379
acture, technic Orde, notedge,
and that's maybe a tough question because I
96
00:07:02.379 --> 00:07:04.860
guess he depends on the industry.
But just to get you also so it
97
00:07:04.980 --> 00:07:09.779
was them, both of Trum sparencies
vels, to Pew Up Calm Knowledge.
98
00:07:10.579 --> 00:07:14.779
I think that the other come need
a combination of both. I do put
99
00:07:15.019 --> 00:07:17.930
the this is me in in my
my personal opinion, but I do wait
100
00:07:18.089 --> 00:07:24.250
transparency over anything else, a person
that I trust and is being honest with
101
00:07:24.329 --> 00:07:27.930
me about certain things that's putting me
in a position to make the best possible
102
00:07:28.050 --> 00:07:30.000
purchasing decision for myself. At the
end of the day, that's what consumers
103
00:07:30.079 --> 00:07:33.600
want. You know, put yourself
in a consumer shoe. Would you rather
104
00:07:34.240 --> 00:07:39.680
make a purchase that you're confident in
because you have the knowledge around that,
105
00:07:39.800 --> 00:07:43.800
because the individual share the knowledge with
you, or would you rather purchase something
106
00:07:44.470 --> 00:07:46.550
that you're not really confident and you
don't know whether or not it was the
107
00:07:46.589 --> 00:07:50.629
best possible decision for you? And
that's why transparent it really matters, and
108
00:07:50.829 --> 00:07:55.910
I agree with you. I think
it's spot of a spot of all call
109
00:07:56.069 --> 00:08:00.379
strategy when we when we set our
sense, so when we set our slifiches,
110
00:08:00.420 --> 00:08:03.660
but also when we represent our clients, to to a very transparent to
111
00:08:03.860 --> 00:08:07.500
the to the to the gold,
you know, to the objective type of
112
00:08:07.620 --> 00:08:11.819
message. Can the chase. Basically, so if you're on a very competitive
113
00:08:11.860 --> 00:08:16.449
landscape, instead of going or on
and beating around the Bushess just given us
114
00:08:16.529 --> 00:08:18.970
with it, and so well,
I mean a very competitive landscape, I
115
00:08:18.089 --> 00:08:22.610
am selling something, you've already got
one. So let me tell you why.
116
00:08:22.769 --> 00:08:26.250
Whatever good is, he's like,
let me tell you the strim reason
117
00:08:26.329 --> 00:08:28.399
why, all the three things that
makes us different. Let's get the chase,
118
00:08:28.600 --> 00:08:31.639
you know. But also, I've
been say, Psychs, with some
119
00:08:31.799 --> 00:08:37.039
of my my sex people. We
are about you've been very to the point.
120
00:08:37.080 --> 00:08:39.639
You tell you said no, we
can't do it, and I was
121
00:08:39.679 --> 00:08:41.470
like yeah, we if we can
do if we've got to say no,
122
00:08:41.590 --> 00:08:43.350
we can't do it, you know
you can't. And I think like you.
123
00:08:43.429 --> 00:08:48.429
I think when you get into that
sort of situation and you develop a
124
00:08:48.470 --> 00:08:52.230
relationship and from the beginning of your
cells relationship or professional relationship, you start
125
00:08:52.269 --> 00:08:58.379
with that extreme level of transparency and
honesty, you end up being the advisor
126
00:08:58.580 --> 00:09:01.299
people will call next time they need
something. That may not be rely generating
127
00:09:01.419 --> 00:09:05.659
for you, but you become that
cool guy that knows about stuff and that
128
00:09:07.500 --> 00:09:11.929
unseclopedy or Cyclopedia of knowledge that people
want to get to when they want to
129
00:09:11.009 --> 00:09:15.289
have been done network, and that's
I find it very useful. Now,
130
00:09:16.090 --> 00:09:24.169
coming back to the seals people and
the benefits from the tactics. Basically,
131
00:09:24.169 --> 00:09:30.559
alogies sells people benefiting from the tactic
and and and it texts time to build
132
00:09:30.600 --> 00:09:33.120
up a profile, texting to become
as salt leader. I's not just about
133
00:09:33.159 --> 00:09:37.320
posting a couple of things once a
week or inspirational quote or pictures on your
134
00:09:37.360 --> 00:09:43.029
instagram that you grab from someone else. But would you say that they can
135
00:09:43.870 --> 00:09:50.110
sell people when I mean they build
their own inboundly generation engine by investing in
136
00:09:50.190 --> 00:09:54.700
their personal brand and and and delivering
valuable content to the appears and customers?
137
00:09:56.659 --> 00:10:01.940
Oh absolutely. And by doing that, by building their own in valley generation
138
00:10:01.179 --> 00:10:05.899
engine, they don't have to rely
so much on the cold emailing and the
139
00:10:07.059 --> 00:10:11.210
cold calling. So now, instead
of having to do that, they have
140
00:10:11.330 --> 00:10:15.690
people coming to them. And you
mentioned something a little while ago that was
141
00:10:15.889 --> 00:10:22.440
really important, and it's just this
idea of having people come to you right,
142
00:10:22.559 --> 00:10:28.600
having people rely on the things that
you're telling them and trusting that you
143
00:10:28.679 --> 00:10:33.279
know what you're sharing with them is
valuable information to help them make a decision.
144
00:10:33.600 --> 00:10:39.389
And I will say over the course
of my career the best sells people
145
00:10:39.509 --> 00:10:45.629
that I've ever worked with were very
good at building trust very quickly and they
146
00:10:45.669 --> 00:10:50.539
had that kind of kind of kind
of like a consultant type of approach to
147
00:10:50.779 --> 00:10:54.059
the prospects that they were having conversations
with. And so now the prospects never
148
00:10:54.259 --> 00:10:58.659
really looked at them as a salesperson. They looked at at them as someone
149
00:10:58.700 --> 00:11:01.379
that they knew and trusted that they
would give him information that would be valuable
150
00:11:01.419 --> 00:11:05.889
to help them make a perching to
purchase decision. At times that made it
151
00:11:05.970 --> 00:11:09.850
say that might that may be as
simple as, hey, you're not going
152
00:11:09.889 --> 00:11:11.250
to get any value out of our
product, and I know from a sales
153
00:11:11.250 --> 00:11:15.610
perspective that that hurts because you're trying
to make a cell. But that level
154
00:11:15.649 --> 00:11:22.639
of transparency and honesty, while it
may not lead to a purchase right then
155
00:11:22.679 --> 00:11:26.600
and there, that that consumer is
going to take note of that. They're
156
00:11:26.600 --> 00:11:30.120
going to they're going to take note
of the fact that you told them,
157
00:11:30.159 --> 00:11:33.309
Hey, you know he we're are
probably is not. It's not going to
158
00:11:33.350 --> 00:11:35.870
be valuable for you. And now
that you never know, that prospect might
159
00:11:35.909 --> 00:11:41.789
go to another company next year and
all of a sudden they need your product.
160
00:11:41.789 --> 00:11:43.149
Now, who do you think you're
going to go to? Are they
161
00:11:43.149 --> 00:11:45.950
going to go to some random company
or they going to go to the person
162
00:11:46.070 --> 00:11:50.340
that they interacted with before that was
really transparent with them? So putting out
163
00:11:50.500 --> 00:11:54.620
content and, like you mentioned,
not just doing, you know, inspirational
164
00:11:54.659 --> 00:11:58.740
quotes, of putting out valuable content, is extremely important. Now what does
165
00:11:58.740 --> 00:12:03.009
valuable content mean it? Let's take
for a second example. Let's say your
166
00:12:03.049 --> 00:12:07.929
company manufactures furniture. Now, putting
out valuable content isn't talking about your company.
167
00:12:09.009 --> 00:12:13.169
Isn't talking about your pricing or how
amazing your products are. Good content
168
00:12:13.450 --> 00:12:20.679
in this situation is things like what's
the best wood for kids? What's the
169
00:12:20.799 --> 00:12:26.000
best scratch proof would what about the
types of fabric? What type of fabric
170
00:12:26.200 --> 00:12:30.429
is good for homes that have dogs? Is there a waterproof fabric? What's
171
00:12:30.470 --> 00:12:33.669
the best type of water proof fabric? So putting out content, blog posts,
172
00:12:35.070 --> 00:12:39.590
podcast videos about things like that is
valuable because, again, you're helping
173
00:12:39.669 --> 00:12:43.899
a consumer make a decision. That's
the at the end of the day.
174
00:12:43.980 --> 00:12:48.860
That's what producing content is meant to
do, is to help that individual get
175
00:12:48.899 --> 00:12:54.860
enough information and so that are coughing
and making purchasing decision and hopefully that purchasing
176
00:12:54.899 --> 00:13:00.529
decision is your company. Yeah,
absolutely. And then, and coming back
177
00:13:00.570 --> 00:13:05.610
to a point you made about again
the transparency and and and people coming back
178
00:13:05.610 --> 00:13:09.210
to you and all that, I've
got for a ton of example. So
179
00:13:09.769 --> 00:13:13.799
part of our sales cycles, when
we engage with with a new prospect of
180
00:13:13.919 --> 00:13:18.200
an existing clients, even to the
expansion or whatever, we always go through
181
00:13:18.279 --> 00:13:20.720
breading up a business case and often
of all the course of the business case
182
00:13:20.799 --> 00:13:24.000
we realize that things don't said,
don't add and we will say to the
183
00:13:24.200 --> 00:13:28.750
clients or the prospect which he look, I'm sorry, but we can support
184
00:13:28.789 --> 00:13:31.990
you the numbers on matchup. So
what we will do? Let us look
185
00:13:33.110 --> 00:13:37.789
at other solution and will recommend use
our solution. That will bring you bad
186
00:13:37.830 --> 00:13:43.100
maybe a better written on investment or
more aligned with your expectation or more line
187
00:13:43.139 --> 00:13:46.299
with your market or more lingues which
you want to achieve, and you'll be
188
00:13:46.379 --> 00:13:50.139
shot prized. And I don't know
what it is. If it's if it's
189
00:13:50.220 --> 00:13:54.220
reverse psychology, if it's if it's
if it's a fact that they get pushed
190
00:13:54.259 --> 00:13:56.529
back on the fact that you say
new to them. But sometimes the more
191
00:13:56.570 --> 00:14:01.570
you say no, I can't help
you to people by explaining and I've been
192
00:14:01.649 --> 00:14:05.809
going through a process, so you
know it's mathematical. It's very clear as
193
00:14:05.850 --> 00:14:09.080
to why things don't work, walk
up or don't adder. The more they
194
00:14:09.120 --> 00:14:13.399
want you to work with them and
define the way. And you're right,
195
00:14:13.559 --> 00:14:16.120
it may not be now, but
if I take them amounts two months from
196
00:14:16.159 --> 00:14:20.360
non six months or actually then moving
to another company to then come back to
197
00:14:20.399 --> 00:14:24.000
you and re engaging with you,
and they will always called that moment where
198
00:14:24.039 --> 00:14:26.590
you said no to that, because
it's so it's almost like he feels refreshing
199
00:14:26.669 --> 00:14:31.110
for prospect when someone was trying to
send them some things and I'm sorry,
200
00:14:31.149 --> 00:14:35.389
it's not the right fit. I
think that's really your way and it's a
201
00:14:35.470 --> 00:14:39.100
war that we've not we've not used
so far in the podcast, but to
202
00:14:39.220 --> 00:14:43.139
create a sort of respect, which
I think is also you know, I
203
00:14:43.220 --> 00:14:48.620
think knowledge, transparency and respects are
probably the free, you know, the
204
00:14:48.860 --> 00:14:54.809
three main things that I would say
would gravitate around. So the leadership,
205
00:14:54.929 --> 00:14:58.250
but but yet that that that's respect
it when it's when it's but it's put
206
00:14:58.370 --> 00:15:01.490
in place because it's so difficult to
get when it's in there. You know,
207
00:15:01.529 --> 00:15:05.289
it's just that pull, the confidence
and everything else that makes some beautiful
208
00:15:05.289 --> 00:15:09.399
things happen. So more practically,
now, how do we make this happen?
209
00:15:09.960 --> 00:15:15.120
Okay, what would you say or
what would be your tips for audience
210
00:15:15.440 --> 00:15:20.559
in terms of actionable things that you
can do for sells people that are looking
211
00:15:20.639 --> 00:15:24.629
to get into that CIRC leadership mindset? Where do you start? Was the
212
00:15:24.789 --> 00:15:28.750
frequency of the content? Well,
to post out to make sure to keep
213
00:15:28.750 --> 00:15:33.389
the consistency. It's a wide open
question. I'm socially Jervy, but I'm
214
00:15:33.470 --> 00:15:39.100
gonna let you take it from here. Yeah, so the good thing is
215
00:15:39.899 --> 00:15:43.980
nowadays pretty much everything is free to
get started. You don't need, you
216
00:15:45.100 --> 00:15:46.980
know, you don't need to spend
money on a website or think that you
217
00:15:48.059 --> 00:15:50.929
can use linkedin or Mediumcom to actually
get started. Or if you have your
218
00:15:50.970 --> 00:15:54.649
own company blog, you can get
started there too. Now I will say
219
00:15:56.250 --> 00:16:00.169
not everyone is a good writer or
even wants to write. So you have
220
00:16:00.250 --> 00:16:02.809
to audit yourself and what you like
and what you're you know what you're good
221
00:16:02.809 --> 00:16:06.159
at and it sometimes it's comes with
trial on error. So if you know
222
00:16:06.320 --> 00:16:08.320
that you hate being in front of
video, then don't do video. You
223
00:16:08.639 --> 00:16:12.120
can do a podcast like this,
for example, or you can you can
224
00:16:12.200 --> 00:16:15.600
write if you're if you don't like
writing, then you can try something else.
225
00:16:17.399 --> 00:16:21.350
So that's where I would start.
First is audit yourself and what you're
226
00:16:21.350 --> 00:16:23.070
interested in and what you're not interested
in and go from there. If you
227
00:16:23.230 --> 00:16:26.870
work at a company that has a
marketing team, already, work with that
228
00:16:26.990 --> 00:16:32.389
marketing team instead of having you manage
everything, you can have them manage things.
229
00:16:32.710 --> 00:16:36.539
They can share topics with you that
they might want you to produce content
230
00:16:36.580 --> 00:16:38.820
around. That way you don't have
to think about all this because obviously you're
231
00:16:38.860 --> 00:16:41.899
trying to sell. But if you
do have the time to be able to
232
00:16:42.220 --> 00:16:48.169
dedicate to carving out, to my
some time to idate and come up with
233
00:16:48.250 --> 00:16:52.730
some ideas that would be beneficial for
you as a thought leader and then obviously
234
00:16:52.090 --> 00:16:56.649
your company, then definitely bring those
to the surface and work with your marketing
235
00:16:56.690 --> 00:17:00.210
team. So that would be number
two. You mentioned frequency. Now this
236
00:17:00.559 --> 00:17:04.240
is this is really going to be
dependent on a lot of different factors,
237
00:17:04.400 --> 00:17:10.559
mainly the individual. Some people are
proficient writers, and they can write a
238
00:17:10.680 --> 00:17:14.839
blog post every week or every couple
of weeks. I wouldn't suggest starting there.
239
00:17:15.359 --> 00:17:17.470
If you, if you this is
the first time you're getting into the
240
00:17:17.509 --> 00:17:21.509
content marketing game as a salesperson,
I would do maybe one thing a month
241
00:17:21.549 --> 00:17:26.309
or one thing a quarter, and
then from there gaged how much time it
242
00:17:26.430 --> 00:17:29.269
takes you to produce a particular piece
of content. Let's say it took you
243
00:17:29.390 --> 00:17:32.500
three days. Okay, now you
know you have a you have a bench
244
00:17:32.579 --> 00:17:36.900
park in terms of how long it
takes to produce something. So now you
245
00:17:36.940 --> 00:17:40.579
might want to increase that. Maybe
it's twice a month or maybe it's twice
246
00:17:40.579 --> 00:17:42.940
a quarter, and then just go
from there and then before you know it,
247
00:17:44.180 --> 00:17:45.769
because you've been doing it for so
long, you're very proficient at it
248
00:17:47.250 --> 00:17:51.130
and now you can just continue to
increase that. That number are the frequency
249
00:17:51.130 --> 00:17:55.009
number, and frequency is important in
the long run because being a thought leader,
250
00:17:55.369 --> 00:17:57.960
you need to be putting your thoughts
out there. So again I would
251
00:17:59.000 --> 00:18:02.799
I would start there, and then
where to post it again. It is
252
00:18:03.160 --> 00:18:07.680
it's going to really depend on on
the individual, the company and the industry
253
00:18:07.680 --> 00:18:10.640
itself. So, for example,
if like crunch based, for example,
254
00:18:10.640 --> 00:18:14.349
if I'm writing about because one of
the again, one of the personas that
255
00:18:14.430 --> 00:18:18.789
uses crunch base are salespeople. If
I'm going to write something that I want
256
00:18:18.829 --> 00:18:22.670
to focus around thought Leyership, I'm
going to probably post it on Linkedin because
257
00:18:22.710 --> 00:18:26.460
that's where audience lives every single day. So chances are I'll have the highest
258
00:18:26.500 --> 00:18:32.059
opportunity to reach the largest crowd by
posting on Linkedin. So it. And
259
00:18:32.099 --> 00:18:37.779
then you mention also consistency and,
like I said, consistency and frequency really
260
00:18:37.859 --> 00:18:41.849
really matter, just because if your
thought leader, you need be putting your
261
00:18:41.890 --> 00:18:45.690
thoughts out there on a very consistent
basis. You know so, but at
262
00:18:45.730 --> 00:18:48.970
the same time it's just a tricky
thing. So being a folly, you
263
00:18:49.049 --> 00:18:52.769
need to be consistent and have high
frequency. However, if this is the
264
00:18:52.890 --> 00:18:56.359
first time you're producing content, you
need to start slow, unless you've been
265
00:18:56.359 --> 00:19:00.279
doing it for some time and in
you're comfortable producing more. But you also
266
00:19:00.279 --> 00:19:03.960
got to keep in mind that the
more you produce, that might take you
267
00:19:04.079 --> 00:19:08.480
away from some of your corresponsibilities in
terms of cold email and cold calling,
268
00:19:08.519 --> 00:19:12.589
etc. But if you do it
right, you will have more people coming
269
00:19:12.630 --> 00:19:17.109
to you, which means you can
kind of offset the the fact that you're
270
00:19:17.109 --> 00:19:19.390
not cold calling as much. Yeah, and what'St of all, you have
271
00:19:19.509 --> 00:19:23.539
destructive content, because we se's what
we see something. You know, I'll
272
00:19:23.579 --> 00:19:29.299
tea courts whatever, very destructive titles. You really want to read them.
273
00:19:29.339 --> 00:19:32.460
And often I look at a title
and I'm not, Oh my God,
274
00:19:32.460 --> 00:19:34.259
that's gonna get interesting, when I'm
just looking at the top of his eight
275
00:19:34.339 --> 00:19:37.019
minute street. Okay, let's go
right and I'm going to free St when
276
00:19:37.059 --> 00:19:41.009
I'm Oh my God, this he's
barring. I just got cold back.
277
00:19:41.049 --> 00:19:45.769
When when someone sends you an email
with ever do you two duts? When
278
00:19:45.970 --> 00:19:48.809
did ever fall would do something?
They just send it to you because they
279
00:19:48.849 --> 00:19:52.730
want you to believe that someone was
something was for Waldy, but it's it's
280
00:19:52.279 --> 00:19:57.440
it's a tactical feel was violated,
because I'm like, will you mean do
281
00:19:57.519 --> 00:20:00.400
a trap so I won't buy from
you? And now this is terebor.
282
00:20:00.720 --> 00:20:04.640
But what do you think about that? Because I think, I think again,
283
00:20:04.839 --> 00:20:10.549
he's coming back to a transparency it. But but these destructive, good
284
00:20:10.589 --> 00:20:14.869
fossilad sheep. But do you need
to keep it DC planes need to keep
285
00:20:14.869 --> 00:20:17.710
it, you know, low key, to the point? What was what
286
00:20:17.869 --> 00:20:19.309
are your thoughts in that I don't
think you need to be disruptive. I
287
00:20:19.390 --> 00:20:22.740
think you need to be practical.
I think the content that you produce has
288
00:20:22.859 --> 00:20:26.779
to be practical. Now you might
come across, you know, maybe a
289
00:20:26.859 --> 00:20:30.940
title, for example, that you
put out that is that does kind of
290
00:20:30.980 --> 00:20:33.980
go viral. That's fine, but
I don't think you should go into it
291
00:20:33.579 --> 00:20:37.529
in terms of producing content with the
idea of, Oh, I want to
292
00:20:37.569 --> 00:20:40.849
go viral because I can also,
depending on the article, that can also
293
00:20:40.890 --> 00:20:45.769
be detriment to your company's reputation.
I think, I believe that, especially
294
00:20:45.809 --> 00:20:48.250
if you're just getting started in this, you to focus on the practicality of
295
00:20:48.329 --> 00:20:52.559
things. So, again, going
back to example that I use of a
296
00:20:53.160 --> 00:21:00.480
manufacturing company that produces furniture, being
practical is talking about the difference furnitures that
297
00:21:02.200 --> 00:21:06.509
your company produces and why one furniture, in terms of let's say, the
298
00:21:06.589 --> 00:21:11.470
wood, is better than another type
of furniture, why one fabrics better for
299
00:21:11.549 --> 00:21:17.230
another better than another type of fabric
for kids or homes with dogs. That's
300
00:21:17.269 --> 00:21:21.259
a very practical and that's very valuable
to the people that you want to be
301
00:21:21.380 --> 00:21:25.819
buying from you. That it's valuable. That's what they want. So that's
302
00:21:25.859 --> 00:21:30.059
what you produce. So being disruptive, yeah, you might get, you
303
00:21:30.140 --> 00:21:33.369
know, so in a nice spike
in traffic to your website, for example,
304
00:21:33.410 --> 00:21:36.730
if you do post that particular block
post on your website. That's cool
305
00:21:36.890 --> 00:21:38.450
now, but at the end of
the day, that's not really going to
306
00:21:38.529 --> 00:21:41.529
move the needle for you. What's
going to move the needle is being very
307
00:21:41.609 --> 00:21:45.490
practical and being and producing content that's
very valuable to the people that you're trying
308
00:21:45.490 --> 00:21:49.880
to sell to. Yeah, let's
question that have got for you with it's
309
00:21:49.960 --> 00:21:55.880
the truly linked to the to the
to being a salt leader in its sense,
310
00:21:56.160 --> 00:22:00.880
but it's lime to engaging with the
audience that sees you as a soclet
311
00:22:00.920 --> 00:22:04.069
out. The rest of the time, what we've seen recently and Bot purely
312
00:22:04.109 --> 00:22:08.509
since the kind of flood down that
we're going through. So we are recording
313
00:22:08.589 --> 00:22:11.950
that. It des Ad it's well
on the twenty eight of April, Two
314
00:22:11.990 --> 00:22:17.779
thousand and twenty right now. So
in the midst of covid nineteen, we
315
00:22:17.859 --> 00:22:22.059
are all down. We were having
so much fun and we contway to go
316
00:22:22.259 --> 00:22:27.180
out. It's see each but you
know, what we've seen walking with skeet
317
00:22:27.220 --> 00:22:32.609
arena, my marketing manager, is
that we did decide to put a few
318
00:22:32.730 --> 00:22:37.609
personal professional post as such, a
bit monuct personal, kind of fredated post.
319
00:22:37.049 --> 00:22:41.049
So, for example, of a
put a bust up on linkedin about
320
00:22:41.890 --> 00:22:45.240
my wife drew a schedule about how
she will look after the kids. Blessed
321
00:22:45.279 --> 00:22:48.160
out. She's looking care for the
kids for ten, twelve hours a day
322
00:22:48.160 --> 00:22:51.119
when I'm work and so, so
lucky. But she we've got this three
323
00:22:51.200 --> 00:22:55.400
other than six months old as well
as it's that it's not really easy age
324
00:22:55.640 --> 00:22:59.470
to deal with kids. So so
bless her. But you know, that's
325
00:22:59.589 --> 00:23:03.869
went absolutely crazy. People have been
sharing it, people have been commenting on
326
00:23:03.990 --> 00:23:07.549
it, people, we had you
mongus amounts of views on that and and
327
00:23:07.789 --> 00:23:12.619
that's really easy pose. That probably
took five minutes to create. It was
328
00:23:12.740 --> 00:23:17.940
me looking at something on my own, my own my teaching table, liking
329
00:23:17.980 --> 00:23:21.019
it, taking a picture of it, sending it to catarinaw. We worked
330
00:23:21.019 --> 00:23:23.299
on a quick thing because caterine helped
me to put all my linked in person.
331
00:23:23.380 --> 00:23:29.009
She get access to everything and literally
I went crazy very quickly and people
332
00:23:29.170 --> 00:23:33.849
speak to me about it. So
I've got prospect of got existing clients all
333
00:23:33.970 --> 00:23:36.769
send the things from your wife.
It's been it's been an ongoing things and
334
00:23:36.890 --> 00:23:41.440
kind of famous for that now and
and I guess my question to you is,
335
00:23:41.599 --> 00:23:44.680
you know, would you say is
a good again, I don't know
336
00:23:44.720 --> 00:23:47.599
if it's a tactic because he was
the deity was not to get people to
337
00:23:47.759 --> 00:23:49.559
like me for it. I guess
it's just like showing stuff and I found
338
00:23:49.599 --> 00:23:52.720
it funny and as I would share
it. But you think is good to
339
00:23:53.279 --> 00:23:57.589
to have some sort of a not
just focus on practical content all the time,
340
00:23:57.670 --> 00:24:02.710
but also, as you're developing your
personal brand, to put some more
341
00:24:02.789 --> 00:24:07.750
personal stuff, so you've got some
sort of new alternating very sot lead are
342
00:24:07.789 --> 00:24:12.220
very useful for your industry content,
with some things like, well, let
343
00:24:12.299 --> 00:24:15.740
me let you shouldn't really to be
mobile play said let me show you what
344
00:24:15.819 --> 00:24:19.980
I am when I'm the talking type
of content you you keep valuing that I
345
00:24:21.140 --> 00:24:25.890
do and it goes back to something
that you kind of touched on and the
346
00:24:25.930 --> 00:24:29.970
fact that people are talking to you
about it and ultimately that humanizes you.
347
00:24:30.089 --> 00:24:32.970
I know that's it's a it's a
funny word to say, right, you're
348
00:24:32.970 --> 00:24:36.609
humanizing your personal brand. Yeah,
so you know, when it comes to
349
00:24:36.690 --> 00:24:41.319
a business it can be difficult because
if you're only talking about one particular thing,
350
00:24:41.480 --> 00:24:45.880
people know you for that one particular
thing, and if you're only talking
351
00:24:45.920 --> 00:24:52.359
about business, you don't come across
as a human you know you're no one
352
00:24:52.440 --> 00:24:56.109
knows information about you. And so
this goes back to what I say,
353
00:24:56.190 --> 00:25:00.589
what I mentioned the beginning of this
podcast, around people buy from people they
354
00:25:00.630 --> 00:25:07.859
like and trust, and so the
trust element comes when you're producing that valuable
355
00:25:07.299 --> 00:25:12.700
content about you know, again going
back to the manufacturing example, about let's
356
00:25:12.700 --> 00:25:19.660
say, producing furniture the like.
Portion comes when you're humanizing your brand,
357
00:25:19.700 --> 00:25:23.490
your personal brand, and people have
some context around who you are as an
358
00:25:23.529 --> 00:25:27.650
individual. And it's and the Internet
it's amazing. You know, we can
359
00:25:27.849 --> 00:25:32.890
interact with people on twitter or Linkedin
and it feels like we've known them our
360
00:25:32.890 --> 00:25:36.799
entire lives that we've never met in
person. And the the way to get
361
00:25:36.839 --> 00:25:41.440
to that point is to not be
afraid to showcase, you know, content,
362
00:25:41.880 --> 00:25:45.920
whether it's a blog or or image
or video, that has some personal
363
00:25:47.000 --> 00:25:49.710
element to it. There's nothing wrong
with that. Just know that every time
364
00:25:49.789 --> 00:25:56.150
you do that that is creating a
perception of who you are as a person.
365
00:25:56.309 --> 00:25:57.390
So, if you're putting out something
you want to make sure that you
366
00:25:57.470 --> 00:26:02.269
want to be known for that thing. So that. So yeah, to
367
00:26:02.349 --> 00:26:07.460
answer your question, I don't see
any any problem with the producing content that
368
00:26:07.700 --> 00:26:12.259
has some personal element to it.
It's good. Okay, what e's so
369
00:26:12.420 --> 00:26:15.539
or is a bit kg to shut
things about personal life, but who saway
370
00:26:15.579 --> 00:26:19.890
not to give it a go because
we think it's cool and that went where.
371
00:26:19.930 --> 00:26:23.089
So we'll try that every even a
little bit furs and we keep you
372
00:26:23.170 --> 00:26:26.650
post it on the on the development. Jeremy, we getting to the end
373
00:26:26.690 --> 00:26:30.089
of the episodes, but I had
a fantastic time with you today, Jeremy.
374
00:26:30.250 --> 00:26:34.039
It was a very good conversation.
He actually really like the example of
375
00:26:34.079 --> 00:26:40.240
the funny show shops or from this
stopping he makes you makes perfect sense and
376
00:26:40.440 --> 00:26:44.519
definitely we'll take some of the will
definitely have some takeaway from myself and form
377
00:26:44.559 --> 00:26:48.430
a base based on some of the
example and and tips that you you gave
378
00:26:48.589 --> 00:26:52.549
today. But if anyone wants to
connect with you to L more about crunch
379
00:26:52.630 --> 00:26:56.029
base, you don't know about crunch
base, that you know, please case
380
00:26:56.150 --> 00:27:00.230
come out. You know it's all
over us. You find you've gotten good
381
00:27:00.269 --> 00:27:03.660
at it. It's a great at
the base or if they want to talk
382
00:27:03.660 --> 00:27:06.099
to you at conversation or flying with
you. Were wrong. You know,
383
00:27:06.180 --> 00:27:08.019
I want to make us no bread
and I want to be a sucdio.
384
00:27:08.700 --> 00:27:12.859
What is the best way to get
into trees journey? The best way is
385
00:27:14.180 --> 00:27:18.450
connect with me across social media.
So my social media hands Social Jeremy,
386
00:27:18.529 --> 00:27:22.369
on all major platforms. I'm very, very active on all the major platforms.
387
00:27:22.450 --> 00:27:26.089
So that's the easiest way to engage
with me and to continue the conversation.
388
00:27:26.289 --> 00:27:29.009
And if you want to learn more
about crunch base, easiest way is
389
00:27:29.049 --> 00:27:33.000
to go to crunch basedcom and you
sorry free trial and just interact with the
390
00:27:33.519 --> 00:27:37.000
data and see what it can do
for your for you and your business.
391
00:27:37.920 --> 00:27:40.960
That's enough for why aren't many?
Thanks once again, Jeremy. It was
392
00:27:40.960 --> 00:27:42.440
an absolute visual took in the show. Thank you so much, ry.
393
00:27:42.480 --> 00:27:49.109
Thank you for having me. operatics
has redefined the meaning of revenue generation for
394
00:27:49.269 --> 00:27:56.589
technology companies worldwide. While the traditional
concepts of building and managing inside sales teams
395
00:27:56.670 --> 00:28:00.420
inhouse has existed for many years,
companies are struggling with a lack of focus,
396
00:28:00.660 --> 00:28:07.180
agility and scale required in today's fast
and complex world of enterprise technology sales.
397
00:28:07.819 --> 00:28:15.329
See How operatics can help your company
accelerate pipeline at operatics dotnet. You've
398
00:28:15.369 --> 00:28:18.650
been listening to be tob revenue acceleration. To ensure that you never miss an
399
00:28:18.650 --> 00:28:22.690
episode, subscribe to the show in
your favorite podcast player. Thank you so
400
00:28:22.849 --> 00:28:25.650
much for listening. Until next time.
