ABM That Works: 4 Marketers Show Their Best Campaigns

Dave [0:00:01]: You're listening to the Exit Five podcast.

Dave [0:00:02]: Ladies and gentlemen, thank you for being here.

Dave [0:00:14]: It is every other Friday in my books.

Dave [0:00:16]: I'm in Vermont, which is a small state in the northern eastern region of the United States.

Dave [0:00:21]: I'm here.

Dave [0:00:21]: My name is Dave Geerhardt.

Dave [0:00:22]: I'm the founder of Exit Five.

Dave [0:00:24]: Here with my co-host, Dasha, we do these every other Friday.

Dave [0:00:28]: It's called Exit Five live, and the whole goal here is to give you something that's you can actually take back to your job.

Dave [0:00:34]: So not fluff, like, specific examples from real marketers doing the work because I think right now, It's harder to separate the signal from the noise.

Dave [0:00:42]: That's our job at Exit Five.

Dave [0:00:43]: We've done a bunch of different topics today.

Dave [0:00:45]: We're switching gears from A I a I a I a I a I a to Ab.

Dave [0:00:49]: We're gonna talk about Ab networks.

Dave [0:00:51]: We have four marketers here that are gonna show their best campaigns live, Dasha.

Dave [0:00:55]: How are you doing?

Dave [0:00:55]: How's everything?

Dasha [0:00:57]: I'm good.

Dasha [0:00:57]: I just moved homes, some I'm surrounded by boxes, and this very, very bland background.

Dasha [0:01:02]: So hopefully, two Fridays from now, we'll see me in a different environment, But I'm in Ontario, a province.

Joicee [0:01:08]: Okay.

Dasha [0:01:08]: On the other side of the border from you Dave.

Dave [0:01:10]: Alright.

Dave [0:01:10]: Alright.

Dave [0:01:10]: That's right.

Dave [0:01:11]: Just make sure you take the right when you get here and take the right border.

Dave [0:01:13]: You're a VP marketing.

Dave [0:01:15]: You're in the seat right now.

Dave [0:01:16]: What do you know about Pm?

Dasha [0:01:17]: Yeah.

Dasha [0:01:17]: Actually, we run an Ab program at Proton where I work, and it's going really well.

Dasha [0:01:24]: I'm a big fan of Ab, and I'm very excited to hear these plays.

Dasha [0:01:26]: I'm sure there's gonna be something that I can take back to our team.

Dasha [0:01:29]: But I think for anyone that, like, knows who they want as customers.

Dasha [0:01:33]: Ab is a no brainer, And that's we're

Dave [0:01:37]: to I love this topic because I think a lot of times, it's the one thing that really, you know, so much of what we talk about.

Dave [0:01:42]: It's like, how do you get marketing and sales on the same page and Ab does that unifying sales and marketing.

Dave [0:01:47]: Producer Maria, who…

Dave [0:01:49]: This our first show today.

Dave [0:01:50]: I'm gonna shout her out embarrass.

Dave [0:01:51]: Head producer, Marissa is out right now, which is great taking a well earned vacation, producer Maria behind the scenes say filling in.

Dave [0:01:58]: And so we got a great show she's already in my ear, like, enough of the Bs.

Dave [0:02:01]: Let's get going.

Dave [0:02:02]: So before we get into this Ab session today, I just wanna give a quick shout out to vector for sponsoring this session.

Dave [0:02:08]: If you run Ab, let me know if this sounds familiar.

Dave [0:02:10]: You pick the accounts map the channels get budget approved and then launch.

Dave [0:02:13]: But then somewhere in the middle it stalls, you're not sure which accounts to prioritize.

Dave [0:02:16]: Sales isn't bought in.

Dave [0:02:18]: Personalization is hard to scale.

Dave [0:02:19]: By the time you act on a buying signal the moment has passed.

Dave [0:02:22]: And when your Cro asks what it actually drove, you can't prove any of it work that would ever happen.

Dave [0:02:26]: Obviously, right?

Dave [0:02:27]: If that's you, your Ab strategy probably is in the problem.

Dave [0:02:30]: It's the system underneath it.

Dave [0:02:31]: That's what Vector fixes instead of targeting job titles and hoping the right person sees ad, Vector blends contact level signals transparent scores every account, put your ads in front of the buying committee proves that they moved pipeline.

Dave [0:02:43]: This is Ab that finally works the way that you thought it would And if you wanna see how your program stacks up, checkout out vectors, new report.

Dave [0:02:49]: It's called the reality of Ab.

Dave [0:02:51]: They surveyed over two hundred marketers running Ab to find where programs break down.

Dave [0:02:55]: It's in the resources tab on your screen.

Dave [0:02:57]: We'll drop the link in there, check it out the reality of Ab.

Dave [0:03:00]: Speaking of Ab surveys.

Dave [0:03:02]: We love data, a little data here at Exit Five, and we did a little poll before this.

Dave [0:03:07]: We got a little survey data of our own Dasha.

Dave [0:03:09]: What did we learn about the folks here and what they're doing with Ab?

Dasha [0:03:12]: Yeah.

Dasha [0:03:12]: Just call me data Dasha reporting lives.

Dave [0:03:15]: I like that.

Dave [0:03:15]: Data Dasha.

Dasha [0:03:16]: Data Dasha.

Dasha [0:03:17]: Okay.

Dasha [0:03:17]: So we surveyed a bunch of you guys, six hundred and fourteen marketers to be precise.

Dasha [0:03:21]: And, I mean, the good news is that a lot of you are here to learn about Ab.

Dasha [0:03:26]: The bad news is that only nine percent of marketers can actually prove that their are Ab strategy is working.

Dasha [0:03:33]: So that's what today is all about getting more people in that ninety percent, growing.

Dasha [0:03:38]: Yeah.

Dasha [0:03:39]: You're in

Dave [0:03:40]: the chat right now.

Dave [0:03:40]: If you didn't participate in this survey, but you feel this Like, only…

Dave [0:03:43]: Is this true only not?

Dave [0:03:44]: Can you prove Ab is working in your company?

Dave [0:03:46]: Right now, we'd love to get your quick reaction there.

Dave [0:03:49]: Then we have this next piece of this, which is interesting if you would just wanna hit us the next slide.

Dave [0:03:53]: So how do the nine percent judge whether Ab works or not?

Dave [0:03:56]: Obviously, it's pipeline.

Dave [0:03:58]: Right?

Dave [0:03:58]: But I think this is interesting because it…

Dave [0:04:00]: We…

Dave [0:04:00]: Were only measuring this it only…

Dave [0:04:02]: Did this generate pipeline or not, and I think so much of us know out there.

Dave [0:04:05]: There's a lot more nuance to the effectiveness of marketing other than, like, did this.

Dave [0:04:09]: Can you directly show that this podcast episode drove pipeline.

Dave [0:04:13]: So there's a lot we're gonna get into today.

Dave [0:04:15]: I'm excited.

Dave [0:04:16]: Dasha, kick us off.

Dave [0:04:17]: Tell us what to expect today, and we're gonna get into it.

Dave [0:04:19]: We're minutes away from getting into this today.

Dave [0:04:21]: So give us the overview, please.

Dasha [0:04:23]: Let's do it.

Dasha [0:04:23]: Okay.

Dasha [0:04:24]: So first, we're gonna introduce our four Ab marketers, rapid fire.

Dasha [0:04:28]: Then each marketer is gonna get seven minutes to walk through their Ab play.

Dasha [0:04:34]: And what I love about this session is that every marketer here has a very different take on Ab and a very different tactic that you're gonna learn, which is awesome.

Dasha [0:04:42]: We're gonna spend some time on Q&A with each presenter.

Dasha [0:04:45]: So if you have specific questions, please, please drop them in the chat or the Q&A box and we will get to them.

Dasha [0:04:50]: And then, my favorite part is someone who's very competitive we're gonna pick a winner.

Dasha [0:04:56]: So the Ab play that you're stealing and bringing back to your team, you're gonna vote for for that person, and they are gonna get, Dave.

Dasha [0:05:03]: What are they gonna get?

Dave [0:05:05]: The world famous the now world famous Exit Five.

Dave [0:05:08]: Trophy, which is actually making its way around the Internet.

Dave [0:05:11]: So for a while, people didn't believe this is real, but we do.

Dave [0:05:14]: We send you a trophy.

Dave [0:05:15]: Dan actually hand in graves these in his office in Arizona because we believe in doing things that don't scale.

Dave [0:05:21]: There's Logan who won.

Dave [0:05:23]: I think the last one, Molly from Custom, one that plus featured in the newsletter, bunch of social love, all the fame and glory.

Dave [0:05:30]: And, hey, one last thing.

Dave [0:05:31]: This is a little bit different format.

Dave [0:05:32]: We've been doing a bunch of these more rapid fire.

Dave [0:05:35]: Just wanna show you that we're listening.

Dave [0:05:37]: Bunch of the feedback was like, wow, That was really good, but I I want more.

Dave [0:05:40]: It was almost too fast.

Dave [0:05:41]: And so that's why today we have four speakers seven minutes.

Dave [0:05:43]: We're gonna get deeper into these Ab tactics for you.

Dave [0:05:46]: So let's say, hi to our speakers for today, please.

Dasha [0:05:49]: Alright.

Dasha [0:05:49]: Okay.

Dasha [0:05:50]: So Lets meet our speakers are seven minutes in Ab heaven.

Dasha [0:05:54]: We've got Joyce.

Dasha [0:05:56]: Joyce.

Dasha [0:05:57]: Why don't you introduce yourself and give us, like, one teaser of your play.

Joicee [0:06:01]: Hi.

Joicee [0:06:01]: My name is Jo.

Joicee [0:06:02]: I do account based marketing at Stiff, and I'll be talking about scaling one to one customized personalized videos.

Joicee [0:06:09]: So super excited to chat about that.

Dasha [0:06:11]: Awesome.

Dasha [0:06:11]: Jordan.

Jordan [0:06:13]: Hey, Everyone.

Jordan [0:06:13]: I am Jordan Vas.

Jordan [0:06:15]: I work for a company called Amps.

Jordan [0:06:16]: I'm our head of Marketing.

Jordan [0:06:18]: What I'm gonna share today is a little bit different.

Jordan [0:06:20]: It's flipping Ab around where it's starting with an end with no plan and building a plan as we go, and it's more a one to one Ab rather than more of a one to many programmatic approach.

Jordan [0:06:30]: Jen?

Jen [0:06:32]: Hi, guys.

Jen [0:06:32]: I'm Jen Lever.

Jen [0:06:33]: I'm the senior director of demand gen at Ra recur, and my theme for today's campaign is awake the dead approach, which I think is very appropriate considering we're in October in Halloween days away.

Jen [0:06:45]: So really excited to get in the weeds with you guys today.

Dasha [0:06:49]: And round us out Shawn White with a w.

Shawn [0:06:52]: That's right.

Shawn [0:06:52]: Oh, guys.

Shawn [0:06:54]: I'm Shawn senior lifecycle marketing manager at Lend.

Shawn [0:06:57]: I worked directly with sp rule and Jake N to cook up an Av campaign that activated.

Shawn [0:07:01]: Cold accounts at a sea level and why it changed our perspective and why we think most gifting campaigns are bread.

Dave [0:07:09]: Oh.

Dave [0:07:09]: That's good.

Dave [0:07:10]: Love that.

Dasha [0:07:11]: Goosebumps.

Dasha [0:07:11]: Okay.

Dasha [0:07:12]: Alright.

Dasha [0:07:12]: Well, are we ready?

Dasha [0:07:14]: I feel like we're ready.

Dasha [0:07:15]: Joyce…

Dave [0:07:16]: Hey, Rupert.

Dave [0:07:17]: I'm gonna give you a challenge at home before you go.

Dave [0:07:18]: I want you to be here.

Dave [0:07:19]: You're here.

Dave [0:07:20]: Take notes, do something with the information that you're gonna get today.

Dave [0:07:23]: Otherwise, there's no need to be here.

Dave [0:07:24]: Right?

Dave [0:07:25]: So we got some good stuff coming for you.

Dave [0:07:26]: Joyce is gonna

Dasha [0:07:27]: set us off right now.

Joicee [0:07:28]: Yeah.

Joicee [0:07:28]: No crusher should go first, you know?

Joicee [0:07:30]: You gotta kick it off.

Joicee [0:07:31]: What he's gotta

Dave [0:07:33]: go first, you know?

Joicee [0:07:34]: I know.

Joicee [0:07:34]: Really excited to chat with you all today.

Joicee [0:07:37]: I like to post the question of what if you could replicate your C suite your executive and have them talk to your top twenty five accounts all at once.

Joicee [0:07:46]: And so that's what we did with this play.

Joicee [0:07:48]: We created one to one personalized CMO demos that we sent out digitally across our digital checks.

Joicee [0:07:55]: Great.

Joicee [0:07:56]: I wanna start off by saying I am really lucky to be a part of the Snowflake team.

Joicee [0:08:00]: I wanna do a big shout out to Amanda way, who strategize, operationalize and allowed us to execute out against this day.

Joicee [0:08:06]: So why videos?

Joicee [0:08:08]: Why did we wanna do this?

Joicee [0:08:09]: What was the purpose?

Joicee [0:08:10]: In the beginning, the real problem that we wanted to solve for is we're launching a new feature.

Joicee [0:08:15]: And for the first time, this feature was for a non technical audience.

Joicee [0:08:19]: So we're breaking into business personas.

Joicee [0:08:21]: We were marketing to marketers like You and I.

Joicee [0:08:24]: And as a marketer, we know that we need to show the product rather than tell them via text what it can look like.

Joicee [0:08:30]: So we wanted to find a way to break above the noise to stand out be creative to bring in a human element and to really cut above what we normally do and market to a new non traditional audience.

Joicee [0:08:42]: So we thought what if we can take our CMO, take her charismatic way of speaking and replicate that across our top accounts.

Joicee [0:08:50]: So when you got her into studio, we had a record, I'll walk through the process We really wanted to focus on if we could only look at decision makers and bp piece only, how can we operationalize against that?

Joicee [0:09:02]: So on my end, what do I mean when I say one zero one personalized video campaigns one zero one ads, how did we do it?

Joicee [0:09:08]: So we started with, like, all great Ab campaigns is picking up the right accounts.

Joicee [0:09:13]: We wanted to start small, I think our instinct is to pick fifty accounts and really go big with something where we're involving our executive, but we realized that by starting small, we're able to centralize our efforts and actually utilize for time in the best way.

Joicee [0:09:27]: We worked with sales to look at past pipeline opportunities to look at open engagement and product signals to actually pick those top twenty five accounts and we worked with not only the account owner, but also the sales VP of that region, so we had top down alignment on the program at the very beginning.

Joicee [0:09:45]: Then we brought her into our studio, we had her record these custom account intros that our team worked with sales to write independently.

Joicee [0:09:54]: So each account owner wrote a custom script and introduction for that account that was relevant to our partnership to the use case to maybe something they were already doing with the company themselves.

Joicee [0:10:05]: So there's that personalized element upfront.

Joicee [0:10:08]: We then had the middle of the actual video was a base demo that our CMO used to talk about how she leveraged the feature for her team.

Joicee [0:10:16]: Remember, we're selling to VPs of marketing, we're selling to demand generation leaders, we're selling to business personas.

Joicee [0:10:22]: And so having our CMO come in to talk about how she used the feature, allowed us to establish credibility within the space.

Joicee [0:10:30]: And then lastly, it's not a good one to one Ab campaign unless you're multi threading, and so we built along with the videos themselves, custom landing pages that allowed us to add in more account personalized data.

Joicee [0:10:42]: From the account executive based off of relevant content that we know.

Joicee [0:10:46]: So from the first ad engagement where our CMO is calling out the account directly to the landing page that they end on that has the account relevant information to the sales outreach that we follow up with, there is that one to one personalization thread that is pulled through.

Joicee [0:11:02]: And so as we scaled it out, as we launched the campaigns, we made sure sales was bought in every step of the way So as the accounts and contacts engaged, we handed those contacts back to sales, they were then able to have conversations bring up the conversations and continue to drive and convert over.

Joicee [0:11:19]: Usually, at this point, people go, what happened, How did we operationalize it what were the results was this fruitful?

Joicee [0:11:27]: It seems like a lot of effort to bring people into a studio and someone go through and talk through some of the results?

Joicee [0:11:32]: We saw it compared to the rest of our static ads.

Joicee [0:11:36]: That we had a three point three x engagement.

Joicee [0:11:38]: So as a marketer, I'm laws really…

Joicee [0:11:40]: Always really stoked to say do see this.

Joicee [0:11:42]: This means that our investment and trying a new channel landed with the audience that we wanted.

Joicee [0:11:46]: But, ultimately, when you're talking about a program when you're going to sales, It's really what are the meetings?

Joicee [0:11:52]: What are the conversion, and what is the impact to pipeline.

Joicee [0:11:54]: And so we saw that forty two percent of all the accounts that we targeted actually had VP plus meetings come in.

Joicee [0:12:02]: We actually had some of those meetings come inbound where the VP of an how will email our CMO or their account owner and say, hey, we saw your ad with your CMO.

Joicee [0:12:11]: We sell this on Linkedin.

Joicee [0:12:12]: We actually want to talk about this and have a conversation, and that really allowed is to get that increased buy in with sales and show improved value and work.

Joicee [0:12:20]: Why it worked.

Joicee [0:12:22]: One human connection, it's peer to peer.

Joicee [0:12:24]: On a video, you're able to see someone actually talk to you as an individual.

Joicee [0:12:29]: And as our executive and CMO, she already has credibility that we can really tap into for that decision maker.

Joicee [0:12:36]: I think what's also really important is that our base demo for our non technical audience came from someone who's non technical herself, and it's marketing for marketers.

Joicee [0:12:45]: Right?

Joicee [0:12:46]: We didn't bring in a technical Cio to talk about the very many benefits and features that we can.

Joicee [0:12:51]: Had our samuel talked about how she leveraged it internally within her board.

Joicee [0:12:55]: And lastly, sales buy, we have sales minds from the very beginning.

Joicee [0:13:00]: They came in at the very beginning with account selection.

Joicee [0:13:03]: They were there with the right accounts.

Joicee [0:13:05]: They helped to write the script.

Joicee [0:13:07]: We they were really excited that Rc CMO was working with them on this big account of theirs.

Joicee [0:13:12]: And so they were really excited to actually do the following and continue the conversation pulled it right through.

Joicee [0:13:17]: Lastly, how we scaling this out?

Joicee [0:13:19]: So we are taking on a new vendor called capsule.

Joicee [0:13:23]: That's a lot going to allow us to take that base demo, but really personalized additional account intros from our sales teams themselves.

Joicee [0:13:30]: We can't pull our sam to do fifty sixty seven new count intros.

Joicee [0:13:34]: But we can't ask that account team and then we'll additionally skip that out As we can.

Dave [0:13:39]: Okay.

Dave [0:13:39]: So my team, just real quick, we did get a bunch of questions submitted, but like, now that we're on this live.

Dave [0:13:44]: It feels like the more relevant thing is to do the live questions Dasha are you good with that.

Dasha [0:13:48]: Yeah.

Dasha [0:13:48]: Totally.

Dave [0:13:50]: Can I kick us off real quickly?

Shawn [0:13:51]: A bunch

Dave [0:13:51]: of our.

Dave [0:13:51]: Like, let's…

Dave [0:13:52]: Maybe while I do that, Dasha, you, like, summarize some of the trends in the chat right now.

Dave [0:13:56]: One question I had is just why do this with a human?

Dave [0:13:59]: I think everyone right now is, like, look, you could do an Ai?

Dave [0:14:02]: You know, I could use one of these tools to do an Ai avatar of the CMO, Like, what does it matter to actually have a real human.

Dave [0:14:09]: You guys are all very, you know, tech forward at Snowflake?

Dave [0:14:12]: Was that part of the decision at all?

Dave [0:14:14]: And is that matter?

Joicee [0:14:16]: Yeah.

Joicee [0:14:16]: I think that's a great question.

Joicee [0:14:17]: I actually think because there's so much content being created by Ai and so much content that is focused around Ai, we don't want to lose that human element.

Joicee [0:14:27]: I also still think that as AB and as marketing overall becomes more and more automated, What's going to actually stand out is a human connection.

Joicee [0:14:35]: Right?

Joicee [0:14:35]: Is that face is that individual that's taken the time to walk through why this was beneficial further or why this was beneficial as a product?

Joicee [0:14:42]: And allows us just connect a little bit more.

Joicee [0:14:44]: So we were really testing to see if this allows us to break them out.

Joicee [0:14:47]: But, yes, I think as Ai kind of continues, having that human touch is gonna be great.

Joicee [0:14:53]: And then we can use ai to help us scale the ads out and scale digitally how we get there.

Dasha [0:14:58]: One theme in the chat, a bunch of people are asking how the videos were delivered.

Dasha [0:15:03]: It sounds like you were in them as ads, what ad platforms were you using, talk a little bit more about how you were serving up these videos that you created.

Dasha [0:15:11]: And then once you're off the Q&A, If you can drop a link to one of the videos in the chat, a lot of people just Come see the video the script, how it looks and how we all came together.

Joicee [0:15:21]: Yeah.

Joicee [0:15:21]: We launched them primarily on Linkedin because we found that we had the best control understanding who our audience was and delivering directly to the account that we wanted to, and I could share a version of the video as well, the base demo we then Ran.

Joicee [0:15:33]: There's is one to many across more of our, like, general marketing ones businesses.

Dasha [0:15:39]: Awesome.

Dasha [0:15:39]: And then one other theme is like, on account action and the stage of the accounts.

Dasha [0:15:44]: So there's some confusion around whether these were existing customers and you were running an upsell campaign or net new accounts, give us a sense of where things were at.

Joicee [0:15:54]: We actually did both So primarily, a lot of them were existing customers where there was white space where we identified that we would potentially be able to break into a new line of business new opportunity.

Joicee [0:16:03]: And then for the accounts that were evergreen and prospects, they were accounts that we saw we're really interested in shown a lot of engagement already or in late stage pipeline opportunities with us.

Dasha [0:16:15]: Amazing.

Dasha [0:16:15]: Alright.

Dasha [0:16:15]: Jordan up next.

Dave [0:16:17]: Who approved this slide.

Dave [0:16:18]: I did not…

Dave [0:16:19]: This slide my desk before this presentation.

Jordan [0:16:23]: Okay.

Jordan [0:16:23]: Let's be honest here.

Jordan [0:16:23]: So this is something that most people don't know.

Jordan [0:16:26]: This is iconic photo of Dave, which is probably out of books.

Jordan [0:16:29]: It's probably on podcast.

Jordan [0:16:30]: You actually use Claude to put this space on my body.

Jordan [0:16:33]: So I just wanted to here.

Jordan [0:16:35]: Okay Totally untrue Dave's fit.

Jordan [0:16:37]: I'm not…

Jordan [0:16:38]: So…

Jordan [0:16:39]: Okay.

Jordan [0:16:39]: So what I'm talking about is how we learned our way into an account.

Jordan [0:16:43]: So we do do programmatic Amortization.

Jordan [0:16:47]: We do do one to few campaigns, but we also have a budget for stuff that just happens randomly, like, a signal happens or, you know, door opens.

Jordan [0:16:55]: And so I have a random acts of Ab budget in place.

Jordan [0:16:59]: So doesn't always start with a perfect plan.

Jordan [0:17:02]: In this case, there really was one…

Jordan [0:17:03]: Wasn't one at all.

Jordan [0:17:04]: Something I like to think about too is that when I first started doing an Ab, I was doing one to one Ab.

Jordan [0:17:09]: It took me two weeks to build the thing.

Jordan [0:17:12]: I was running demand gen.

Jordan [0:17:14]: I was also head of marketing up, so a small software software company.

Jordan [0:17:17]: It's a lot.

Jordan [0:17:17]: Doing one to one requires a lot of work.

Jordan [0:17:19]: There are job specifically dedicated to this.

Jordan [0:17:22]: Doesn't mean it's not possible.

Jordan [0:17:23]: I just sometimes think that we over complicate it, and there…

Jordan [0:17:26]: There's a space for over for making very thorough plans, but there's also opportunity to do things really simple.

Dave [0:17:33]: Can we just collectively hear that and go.

Dave [0:17:35]: Yeah.

Dave [0:17:37]: You know, like, that is such an important message, Marie is gonna kill me because Gonna take time, but I've read this book chat homes.

Dave [0:17:43]: The ultimate sales.

Dave [0:17:43]: You ever read that book?

Dave [0:17:44]: He was basically…

Dave [0:17:45]: I think the first person to coin, like, even Ab, and he just called it, like, the dream one hundred, which is, like, hey, these are the top a hundred people we wanna sell to.

Dave [0:17:53]: Let's just, like, just try to call them individually.

Dave [0:17:55]: And I think sometimes we get lost in the sauce on, like, the what Ab actually is.

Dave [0:17:59]: So that's a very encouraging message there.

Jordan [0:18:01]: Yeah.

Jordan [0:18:01]: I mean, real I mean the first Ab I'm program I…

Jordan [0:18:03]: I did it involves target a media company.

Jordan [0:18:06]: I hired Ernie Hudson, who's a ghost faster and the move ghost for all of the forty plus people on this call.

Jordan [0:18:12]: You'll know what I'm talking about.

Jordan [0:18:14]: He recorded a video.

Jordan [0:18:15]: We'd create landing pages.

Jordan [0:18:17]: We set up a private cocktail event with Death and in New York City

Dave [0:18:22]: is great.

Jordan [0:18:22]: It's awesome.

Jordan [0:18:23]: And thankfully it worked, but it took a lot of time.

Jordan [0:18:26]: And so what I'm trying to say is doesn't know Always that to be that way.

Jordan [0:18:28]: So coincidentally, when I first started at this organization, this is another conversation entirely, but I helped set up a referral program for our own employees who could refer leads.

Jordan [0:18:39]: And we created a meaningful bonuses for it up to ten thousand dollars, which has happened at organization where there I've been a few folks who have gotten that.

Jordan [0:18:47]: Second, I wanted to lead by example, so I…

Jordan [0:18:50]: I made my own list in Linkedin, figured out who I wanted to reach out to.

Jordan [0:18:53]: So I one of my former colleagues that one of my previous organizations who's now the head of Hr the organization.

Jordan [0:18:58]: I just messenger.

Jordan [0:18:59]: I said, hey.

Jordan [0:19:00]: Do you mind intro me to the person that manages the marketing team?

Jordan [0:19:03]: And she said, yeah.

Jordan [0:19:04]: That's it?

Jordan [0:19:05]: No.

Jordan [0:19:06]: I'm just kidding.

Jordan [0:19:06]: So That was just the start of really kind of a twelve month program, but it opened the door, and the important part about opening that door is what I Another big conversation obviously, is this marketing sales alignment thing, whole bigger conversation.

Jordan [0:19:19]: We can talk about a different time, but it's important, very important to and do things side by side and be a collective revenue team together.

Jordan [0:19:25]: We've built Cam by dan wu with our sales team, we rally around events, etcetera, etcetera.

Jordan [0:19:31]: I jumped on this call with sales.

Jordan [0:19:33]: So sales could do what they did.

Jordan [0:19:34]: I got to do it what I did.

Jordan [0:19:35]: Sales got to do their medic, that, whatever you're doing, we figured out some of the challenges.

Jordan [0:19:40]: I got to be the person who's likes to talk to people.

Jordan [0:19:43]: I'm I'm a relationship person.

Jordan [0:19:45]: I'm a psych grad.

Jordan [0:19:46]: I just like people.

Jordan [0:19:48]: And a friend called me a golden retriever, which I would say, I don't quite see, but it actually really true.

Jordan [0:19:56]: I'm very much like, a man's best friend type of thing.

Jordan [0:19:59]: I just…

Jordan [0:19:59]: That's just who I am.

Jordan [0:20:02]: What I learned on the call too.

Jordan [0:20:04]: It's like, he's a new dad.

Jordan [0:20:05]: He's up for promotion.

Jordan [0:20:05]: We got some mutual connections in the city we live in, he's passionate about underserved neighborhoods and part of the organization itself focuses on underserved neighborhoods, and I happen to volunteer here and live in that same community at one point in my time in my life.

Jordan [0:20:20]: So, like, there's this connection that was created because it's really…

Jordan [0:20:23]: As Dan mentioned that I think before this call started when we were in the back, how important empathy is.

Jordan [0:20:28]: This wasn't just Knicks for Knicks tickets.

Jordan [0:20:30]: It was nick's because it mattered to him.

Jordan [0:20:33]: This really matter to him, which is different from being like, invited to a next game, even though you casually watch basketball, but, like, for someone who's passionate, it does matter.

Jordan [0:20:42]: Next to creative familiarity, I wanna can kind of pick up the pace here a little bit.

Jordan [0:20:46]: Obviously, we wanna do air coverage.

Jordan [0:20:48]: So we got webinars.

Jordan [0:20:49]: We've got emails.

Jordan [0:20:50]: We've got Linkedin ads.

Jordan [0:20:51]: We got reason programmatic advertising.

Jordan [0:20:53]: We're…

Jordan [0:20:53]: We're hitting them on all different fronts.

Jordan [0:20:55]: But the next important thing is to layer in that credibility and provide value.

Jordan [0:20:59]: So there's familiarity, but then there's credibility.

Jordan [0:21:01]: My colleague, I think he's on the call.

Jordan [0:21:04]: He created this gem of a offer, which helps do Ae assessments, and then he personalize that we did an Assessment for them so they they could really understand where their challenges are against competitors.

Jordan [0:21:15]: And then something that coincidentally happened which it's not luck because we put ourselves in that position, which was built partnership marketing program authorization this year.

Jordan [0:21:25]: And one of our shared partners was a client of theirs, they plugged us for them.

Jordan [0:21:31]: I mean, that's incredible.

Jordan [0:21:32]: Right?

Jordan [0:21:32]: I mean, it's about relationships and building trust and that was a home run for us.

Jordan [0:21:36]: Then I became a patient.

Jordan [0:21:38]: So the company that we were targeting.

Jordan [0:21:39]: This is not a real urgent care.

Jordan [0:21:41]: The company we are targeting is an urgent care, we have not closed to this deal yet.

Jordan [0:21:44]: We're in the final conversations, So, hopefully, fingers crossed it does.

Jordan [0:21:48]: So keeping it private here.

Jordan [0:21:49]: But this urgent care also happens to be right in my neighborhood.

Jordan [0:21:52]: So I took my son there because everything else is closed.

Jordan [0:21:55]: He had to…

Jordan [0:21:56]: We turned out to be an ear infection.

Jordan [0:21:58]: We really enjoy the process.

Jordan [0:21:59]: And gave a good review.

Jordan [0:22:01]: I go there now and I've got some minor things going on.

Jordan [0:22:05]: I'm pretty accident prone.

Jordan [0:22:06]: You probably can't quite see it, but I hit my head when I was in a lighthouse recently, and I had to get stitches liquid stitches.

Jordan [0:22:11]: That's just who Am.

Jordan [0:22:13]: Better thing is sometimes we do nothing.

Jordan [0:22:15]: Right?

Jordan [0:22:15]: Like, this is a twelve month program for us, it turned into twelve month program.

Jordan [0:22:19]: Because I built that relationship with that person.

Jordan [0:22:22]: I also kind of understood when was the right time to ease off the gas and when to actually accelerate?

Jordan [0:22:26]: We're kinda here at the last stage.

Jordan [0:22:29]: So hopefully, it does close one, so I'd love to build a relationship with these people.

Jordan [0:22:32]: I think it'd work really well on both sides and I'm just excited about what they do.

Jordan [0:22:35]: So end of that, what worked?

Jordan [0:22:37]: It wasn't a single…

Jordan [0:22:38]: One of these things, like the next tickets, the audit, whatever.

Jordan [0:22:41]: Again, high level nets.

Jordan [0:22:43]: Familiarity credibility, being patient and having human attention.

Jordan [0:22:48]: And then the tactics involved as a relationship evolves.

Jordan [0:22:52]: And that's why I like having a flexible plan is that you're not building a campaign, you're just hitting run and then assuming, like, the leads are gonna start coming in so start I closing deals.

Jordan [0:23:00]: It's like, now, pay attention to the person and let them lead.

Jordan [0:23:03]: And that's it.

Dasha [0:23:05]: Okay.

Dasha [0:23:05]: One question for you.

Dasha [0:23:06]: So because this was a twelve month effort, you mentioned, like, backing off at times, How did you pick when to back off?

Dasha [0:23:14]: And, I guess, how did you report on that progress internally too of like hey, like, we're deliberately taking a step back right now?

Dasha [0:23:20]: When did you decide when to move back versus push harder?

Dave [0:23:24]: Let me let me build on that too.

Dave [0:23:25]: And just because, like, the number one thing people these things take time.

Dave [0:23:28]: Right?

Dave [0:23:28]: Especially your world, like, you have the ultimate B2b buying example and, like, selling into health care.

Dave [0:23:32]: How does marketing show progress when…

Dave [0:23:35]: We gotta wait.

Dave [0:23:36]: We just gotta wait.

Dave [0:23:36]: We gotta wait.

Dave [0:23:37]: We need some leading indicator to show that things are working and just kinda mash those two things up and give us a good answer.

Jordan [0:23:43]: I mean, short answer is I work for marketing agency and the CEO is the founder of agency It's so I'm like, she doesn't really like he knows marketing works.

Jordan [0:23:50]: So I don't have that same pressure.

Jordan [0:23:52]: A lot of folks on this call.

Jordan [0:23:53]: Now how how do I know what is working and how did I make that decision.

Jordan [0:23:56]: Again, it comes from working closely with sales.

Jordan [0:23:58]: Date did all the band, the, like, they understood timing.

Jordan [0:24:01]: I also understood who the incumbent was.

Jordan [0:24:03]: We started to build a personal relationship.

Jordan [0:24:05]: So, like, I understood at that point when timing is right.

Jordan [0:24:08]: And if I wasn't hearing from them.

Jordan [0:24:10]: I wasn't saying, I'm just gonna hey.

Jordan [0:24:12]: Just send that follow and, hey, did you get my message You get message?

Jordan [0:24:14]: I'm just like, cool.

Jordan [0:24:15]: Doesn't really matter.

Jordan [0:24:15]: I buy all the time.

Jordan [0:24:16]: I understand that I ignore people and people are gonna ignore me.

Jordan [0:24:19]: And when the time is right, they will reach out.

Jordan [0:24:22]: So it was kind of series of decisions that were made.

Jordan [0:24:26]: And then more recently, I'd just reach out again and just said, hey, Do you wanna meet myself and one of my colleagues for our cocktails in Chicago?

Jordan [0:24:32]: Because we're gonna be there.

Jordan [0:24:34]: And He replied and said, sorry.

Jordan [0:24:38]: Normally I would, but I can't, but I have him He need to talk to you about x y and z.

Jordan [0:24:43]: Can we get a pause me next to week a people style out there.

Jordan [0:24:45]: So…

Dave [0:24:46]: One more thing speaking of a the connection about in person and things that take time.

Dave [0:24:49]: We're doing an event next week.

Dave [0:24:50]: I'm getting on a plane again I still have the drive flu.

Dave [0:24:53]: It wasn't a fluke.

Dave [0:24:54]: We didn't…

Dave [0:24:54]: It wasn't a super spreader event.

Dave [0:24:55]: I don't wanna…

Dave [0:24:56]: I gotta stop that.

Dave [0:24:56]: We're doing an event in New York a week from today.

Dave [0:25:00]: I'll be there.

Dave [0:25:00]: It's next Thursday night exitfive.com/nyc if you wanna come hang out with us and We're doing a live podcast recording with Rob Sober.

Dave [0:25:07]: He's a CMO var ron, really cool story about how we took them from startup to Ipo seven hundred million dollar cybersecurity company plus networking, Bingo, good apps, more events or five exitfive.com/nyc.

Dave [0:25:20]: Okay.

Dave [0:25:20]: Let's kick it over to Jen.

Dave [0:25:22]: Jordan.

Dave [0:25:22]: Thank you.

Dave [0:25:23]: More Ab stuff.

Dave [0:25:24]: Let's get Jen popping up.

Dave [0:25:26]: Jen's ready to go.

Jen [0:25:27]: Alright.

Jen [0:25:27]: I am ready.

Jen [0:25:28]: So as we've talked a couple times on this call already, most Ab programs started…

Jen [0:25:34]: Same way marketing picks the accounts.

Jen [0:25:36]: We build the creative.

Jen [0:25:37]: We launched the campaign, and then sales never touches it.

Jen [0:25:42]: So we took a slightly different approach at Ra recur.

Jen [0:25:45]: And we asked actually listen to some of the feedback that we were getting from our sales team.

Jen [0:25:49]: They had a hunch around an opening with large enterprise brands that we were never able to crack in the past.

Jen [0:25:55]: So there was a bigger question that we were trying to answer here, and that was whether or not we could take one of our larger product offerings and actually take pieces of that to offer it as a stand alone, which would be a much slower risk for some of these larger brands to come on onboard with us.

Jen [0:26:10]: So we didn't wanna start on that hunch though.

Jen [0:26:12]: And so we used Ab to test the market first.

Jen [0:26:15]: And so what I'm gonna walk you guys through is how we reached them, how we landed on those accounts?

Jen [0:26:20]: What was this hand off to sales, and then what did we actually see in terms of return.

Jen [0:26:24]: So like I mentioned at the beginning of the call, we called this campaign the wake the dead campaign, this was targeting close loss opportunities over the last two years.

Jen [0:26:33]: So these are accounts that evaluated our full platform, got pricing or a demo, but ultimately said, no.

Jen [0:26:40]: So we looked at why, and it wasn't because of the product.

Jen [0:26:44]: It was really breaking it down by the personas that we were talking to.

Jen [0:26:48]: So for some, the Cto vetted that touching the core billing structure, some of these subscription brands was gonna be too much of a lift.

Jen [0:26:57]: Others were saying, you know, we don't have the budget.

Jen [0:27:00]: This is gonna require board approval or some, it was just simply our billing already works.

Jen [0:27:05]: We just have a payments problem.

Jen [0:27:06]: So the insight was that these accounts didn't say no to us.

Jen [0:27:09]: They said no to a full rip and replace migration.

Jen [0:27:13]: So we had a standalone offering with no migration, a couple of Api calls, and then we also looked at, okay, What sort of pricing strategy?

Jen [0:27:21]: Can we also put in place to really make this seem as if it's a win win for both us and those merchants that we're working with.

Jen [0:27:27]: So our core message for this campaign was really a around, you know, you said node ripping and replacing your full billing system, this is not that.

Jen [0:27:35]: The closed loss pool for us was a great place for us to start to test this offering.

Jen [0:27:40]: These buyers already knew us.

Jen [0:27:42]: They already felt the pain, and we had that intel from the closed loss reasons that we got from.

Jen [0:27:48]: Our sales team around K What was that reason?

Jen [0:27:51]: So really helped us kind of reframe versus having to re educate or educate for the first time a brand new market.

Jen [0:27:57]: So when we looked at during the accounts, we built a list of two hundred accounts, again, closed loss in the last two years Then we tiered it.

Jen [0:28:05]: So we work with sales to identify our top fifty accounts that we wanted to get into.

Jen [0:28:09]: These are the ones that got the high personalized touch from our Aes.

Jen [0:28:13]: Aes and Sdr str work together as one team to do a lot of deep account research, understand the stakeholders within the accounts, and then leveraging things like event invites.

Jen [0:28:24]: We also created a Claude skill around kind of a back of the Napkin bath around how much revenue they could recover with the standalone alone product.

Jen [0:28:32]: And then tiers two and three were the other hundred and fifty accounts in this mix, and they got digital air cover, S seo also led outreach backed by persona level research, the accounts got digital surround sound.

Jen [0:28:46]: Persona specific content, email, nurture, etcetera.

Jen [0:28:49]: So tier the accounts and having those dedicated swim lanes really helped us heavy up on the spend where we saw the biggest upside without completely blowing our budget.

Jen [0:28:59]: Again, since this was kind of our test in the market for this new offering.

Jen [0:29:04]: So what I would push you guys to copy today is that we did not go deep in terms of industry.

Jen [0:29:11]: We went deep in terms of the persona.

Jen [0:29:12]: And we talked about this a couple times too.

Jen [0:29:15]: It's all about that human.

Jen [0:29:16]: Right?

Jen [0:29:16]: And at the end of the day.

Jen [0:29:17]: And what is that pain that they're really trying to solve.

Jen [0:29:19]: So we didn't just target accounts.

Jen [0:29:22]: We targeted those buying committees.

Jen [0:29:23]: So the CFO is our economic buyer in this instance, the VP of growth was the champion.

Jen [0:29:29]: This is actually somewhat of a new persona for us to break into.

Jen [0:29:32]: The Cto is the gatekeeper both of the times, again, kind of veto towing that full migration, the resources and things that would hit his team if they were to do a full rip and replace, and then the product lead was our influencer.

Jen [0:29:45]: In terms of how we started to kinda structure this for the sales team.

Jen [0:29:51]: So we really wanted to take a step back and understand okay, who are these stakeholders?

Jen [0:29:55]: What really makes them tick?

Jen [0:29:56]: And then why does it matter for sales to have them a part of that sales conversation?

Jen [0:30:01]: We also wanted to be very, very specific around what is that re reentry hook, but sales needs to lean into if they're talking to the VP of finance versus the VP of engineering or growth or product.

Jen [0:30:13]: So made it very, very prescriptive and easy for the sales team to debate in the field when they started those conversations.

Jen [0:30:19]: And then signals that we listened for around, you know, deciding when sales was gonna step in.

Jen [0:30:26]: So marketing ran six things in parallel, so we had persona map display and Linkedin adds c level content, we had that revenue recovery benchmark Claude skill that we created that the sales team was leveraging, email nurture from problem to offer, and then again, leveraged events, and listen for all of those signals to understand okay.

Jen [0:30:47]: When is that sweet spot for sales to enter into that conversation.

Jen [0:30:51]: Then we worked with sales to build a very coordinated outbound sequence.

Jen [0:30:56]: So sales owned that outreach, marketing helped to make that easy.

Jen [0:31:00]: So, again, we use that Claude skill to research the company, do that back or the napkin math and provide a high level estimate of that revenue that folks could recover if they were able to recover that revenue from some of the failed payments that were happening on the subscriber side.

Jen [0:31:16]: So the Ae opened that up with a personalized email to those stakeholders, so they walk in with the prospects specific number instead of just a generalized sales pitch.

Jen [0:31:26]: Then we had Sdr str and Aes followed up with a very tailored version by persona.

Jen [0:31:31]: So very specific messaging for the CFO versus the VP of growth, and then third, marketing never stopped.

Jen [0:31:38]: Not only to bring those accounts further down the buyer funnel, but also once those opportunities are opened, how did we continue to, you know, have that study drum in the market to maintain that top of mind awareness for them as those deals progressed forward?

Jen [0:31:52]: To give you guys a glimpse of kind of how we activated this in the market?

Jen [0:31:56]: This is, like one of my favorite slides in our campaign decks?

Jen [0:31:58]: It's called campaign on a page, this shows you guys how we activate across all of the different funnels, channels that we leveraged, etcetera, To wanna just kinda give you a glimpse of how we activate it across everything.

Jen [0:32:11]: Within the first two quarters of us launching this, we were able to open up twenty net new opportunities with accounts again that we had had previous conversations with or had never had a conversation before, and we were able to open up around three point three million dollars in total pipeline.

Jen [0:32:26]: So Overall, this is a huge success.

Jen [0:32:29]: I know I'm at time.

Jen [0:32:30]: So I will end on this slide of the five key moves that you can take back to your team today.

Jen [0:32:36]: Again, I think it really comes down to the strategy, the alignment with your sales team.

Jen [0:32:41]: You can have the best technology in the world.

Jen [0:32:43]: But if you don't have that strategy and that alignment knocked down, then again, Ab is only gonna go so far.

Dave [0:32:51]: Good job, Jen.

Dave [0:32:51]: Good energy at, Jen.

Dave [0:32:52]: We got a bunch of questions in the chad.

Dave [0:32:54]: That actually you wanna pick your favorite here and set us off.

Dasha [0:32:57]: Yeah.

Dasha [0:32:57]: Jen, I think across a lot of the presentations.

Dasha [0:33:00]: One question that we're getting consistently is, like, how the account selection process happens.

Dasha [0:33:04]: How do you pick which one is going to which tier?

Dasha [0:33:07]: Can you give us a little bit of color like, how did that process happen?

Dasha [0:33:10]: If someone wants to sit down tomorrow with their sales team and pick accounts and put them into different buckets?

Dasha [0:33:15]: What would your suggestion on how to do that right?

Jen [0:33:19]: So couple things.

Jen [0:33:19]: So all of our accounts and our Crm tiered regardless.

Jen [0:33:22]: What we did then is we looked back at accounts that we had closed loss opportunities with around our subscription management platform.

Jen [0:33:30]: So that helped narrow the universe down that way.

Jen [0:33:33]: Then we back into close loss reason?

Jen [0:33:37]: And, okay.

Jen [0:33:38]: Did we have a previous conversation with them?

Jen [0:33:40]: Or are we going out after them net, you know, cold completely.

Jen [0:33:44]: So that allowed us to select those top fifty accounts versus the other hundred and fifty that again, had the digital air cover.

Jen [0:33:52]: There are also firm demographic data points that we pulled in as well, so this offering was not gonna work for anyone who is a shopify merchant, so that also allowed us because we wanted to make sure that from a tech purse…

Jen [0:34:04]: Effective because this was such a low lift and an easy win for these merchants.

Jen [0:34:07]: We wanted to make sure that we going after the ones that this would actually, you know, help push the needle forward for.

Jen [0:34:13]: So that was how we backed in that account selection.

Jen [0:34:15]: We are now expanding this campaign though because we saw so much success with it.

Jen [0:34:19]: In the first two quarters.

Jen [0:34:20]: So, you know, expanding that target audience and giving sales more at bats with some of these larger brands.

Dasha [0:34:26]: Love it.

Dasha [0:34:26]: That's like such a win with for a marketing team to be able to say we're gonna double down on this because this experiment freaking worked.

Dasha [0:34:32]: Nice job.

Dasha [0:34:33]: Yep.

Dasha [0:34:33]: Alright, Dave.

Dasha [0:34:34]: Shall we pass it over to Shawn to Shred Shawn's Na?

Dave [0:34:39]: Shawn's Shawn's is gonna close it down.

Dave [0:34:41]: Right?

Dave [0:34:41]: Shawn's our a cleanup header for today.

Dave [0:34:42]: So let's go.

Shawn [0:34:44]: Like I said, Shawn, lifelike marketing manager here at Lend.

Shawn [0:34:46]: Most Ab gifting campaigns are bribe.

Shawn [0:34:49]: You might be wondering why an Lc guy would have such a bold claim.

Shawn [0:34:53]: Number one to nail a headline.

Shawn [0:34:54]: The number two, this campaign crushed it and completely shifted our perspective.

Shawn [0:34:59]: On direct mail and gifting at Lend.

Shawn [0:35:01]: High level in case I run out of time.

Shawn [0:35:04]: There was a personalized five minute podcast with customer pods sent to the c level at all of our top counts that we identified in sales.

Shawn [0:35:11]: Eight thousand dollars in spend and three hundred k as source as pipeline a third percent account book meeting rate.

Shawn [0:35:17]: I would encourage anybody.

Shawn [0:35:18]: Feel free to draw any skepticism throughout this entire presentation.

Shawn [0:35:22]: You can roast me whether it's the…

Shawn [0:35:24]: What I'm sharing or who has the best haircut between me and Dave.

Shawn [0:35:28]: Okay.

Shawn [0:35:29]: Me and Jake N, at Lend, we're trying to think of a way to stand out amongst noise.

Shawn [0:35:33]: Everybody else is.

Shawn [0:35:34]: We're really inspired by wild, but we wanted to test something similar ourselves.

Shawn [0:35:38]: So we landed on this headphone idea, which a lot of people do and we know that, you know, when it comes to gifting, one of the issues that we've seen is it's purely transactional.

Shawn [0:35:47]: When somebody books a demo, and we get a gift or the gift is gated behind a demo, they usually show up out of guilt.

Shawn [0:35:53]: So it kinda feels like a bribe, So we wanted to shift the narrative.

Shawn [0:35:56]: We wanted to send…

Shawn [0:35:57]: Un the gift and the content, just identify the context, send it directly to them, make the gift personalized the account, use it as a way to educate them, establish relevancy and start the conversation and highlight the fact that specifically about the selfish benefit for the account that we're targeting that talks about, like, what their needs are what their customer needs are and how Lin fits into that narrative.

Shawn [0:36:18]: So what the gift was, like I said, it was custom engraved airpods, a handwritten card using the handwritten software.

Shawn [0:36:25]: With a Qr code to a five minute podcast we built notebook L and eighties contact info.

Shawn [0:36:31]: The podcast high level covered why the company a fit, what they're focused on right now and with the external signals that we had available and the research that we've done, what their customers need, and where Lend fits in with their story and the narrative, which this it basically took a sixty minute business case all this data and compressed it into five minutes.

Shawn [0:36:49]: You also might be wondering why do we target C level, mainly knowing that they're so una engaged, hard to get hold of, on number one, we know that the buck stops at the sea level.

Shawn [0:36:58]: We also know…

Shawn [0:37:00]: We sent us all the members of the sea level, and we knew that at least one of them got it, Min caught the attention, then knows likely to make it around at the other Sea level members or the heads of the departments of that are usually in our buying committee.

Shawn [0:37:10]: At the very least, they would think it was annoying, but clever and I potentially have a small exchange of words about Lend.

Shawn [0:37:15]: Just to get five minutes of a c levels attention as a goal.

Shawn [0:37:18]: The other piece of it is, you know, corner addresses are super easy to find.

Shawn [0:37:21]: And since it's is un gated, you know, we were able to find that.

Shawn [0:37:24]: We were on the bed that most C level are either in office or nearby, which was your high level this is the campaign.

Shawn [0:37:30]: I think this is a very similar theme to what you've heard with every presentation today is our sales team was super involved.

Shawn [0:37:36]: And that was the only way we could pulled this off, and the only reason it worked so well, both internally at Lend, but also, like, how the out the campaign and perform.

Shawn [0:37:44]: So starting with how we selected the accounts, we identified our highest value accounts close to the sales.

Shawn [0:37:50]: We looked across all hard accounts and realized that our home service platform.

Shawn [0:37:53]: We're likely to be our highest Ac.

Shawn [0:37:55]: We then, like, spent a lot of time with our sales team, each Ae and hand selected, which accounts wanna go after.

Shawn [0:38:01]: We landed it on ten.

Shawn [0:38:02]: One thing I wanna emphasize here is these ten accounts were ice cold.

Shawn [0:38:06]: There was absolutely zero engagement and hardly any prior outreach.

Shawn [0:38:09]: The reason for that is we wanted to test to see, can we activate cold accounts with a campaign like this.

Shawn [0:38:15]: Prior to sending anything, we had three to four weeks of kind of a surround sound approach.

Shawn [0:38:20]: I heard that time before.

Shawn [0:38:22]: It's just basic marketing coverage.

Shawn [0:38:23]: Linkedin plus Ct atv, doubled down on vertical specific content and outreach.

Shawn [0:38:27]: We targeted the executive teams, heads of departments, and anybody in the buying me weeks before anything got sent.

Shawn [0:38:33]: We had the additional data, we used Vector to track which context we're engaging with our campaigns, visiting our page, etcetera.

Shawn [0:38:41]: And once we knew that the account was warmed up and familiar with not just the product in the brand, but also the person and the Ae who's is gonna be talking to them.

Shawn [0:38:50]: And then from there, we sent the gift and then follow podcast podcasts.

Shawn [0:38:54]: One thing that's, you know, is very clear throughout this is this is a concept that you…

Shawn [0:38:59]: Some of you might be familiar with.

Shawn [0:39:00]: At, we make the Ae account of center of our marketing.

Shawn [0:39:04]: So they're the person that's in the ads in feed, they're the person cold outreach all the nurture campaign.

Shawn [0:39:11]: So the one who hand wrote the gift that was sent, and I'll the follow.

Shawn [0:39:14]: And then when they're on the call The first person they see and some of the self attribution there has been really cool saying, like, oh, senior your face everywhere.

Shawn [0:39:20]: Several people in the company have heard from me, Yada.

Shawn [0:39:22]: But the idea there is to build awareness and trust, not just at a company level, but, like, a person to person level.

Shawn [0:39:27]: Here's how we built it.

Shawn [0:39:29]: We use Claude, generate the brief.

Shawn [0:39:31]: Claude has all the context of our go to market motion.

Shawn [0:39:34]: Our product features, why it's fit.

Shawn [0:39:36]: Obviously, did research on the company in the Url of each account and created a brief that we gave Notebook L.

Shawn [0:39:42]: That created a five minute podcast.

Shawn [0:39:43]: We put on a Qr code and use handwritten software to actually use hand notes with a Qr code from the Ae and then sent it to the prospect.

Shawn [0:39:52]: And then both before during and after we use Vector to track any sort of buying intent And then by time it got to the sales team, it was, you know, the right person at the right time.

Shawn [0:40:00]: So, obviously, an And guy I'm stoked about this.

Shawn [0:40:02]: Here's what it did.

Shawn [0:40:04]: Thirty percent in book meeting rate and thirty percent pipe, which to be honest with you, it totally looks awesome, and it is really cool.

Shawn [0:40:11]: I'm just personally stoked about it.

Shawn [0:40:12]: What I'm really stoked about is we just wanted to see if we could activate one account.

Shawn [0:40:15]: That was all we were trying to do.

Shawn [0:40:16]: When the fact that we got so much feedback and replies.

Shawn [0:40:19]: In fact, that all these are still in later stages of our pipeline and nobody's closed lost is huge and is only eight thousand dollars in spend, which is sweet.

Shawn [0:40:26]: But this is one thing I, as an Lc guy and personally stoked about.

Shawn [0:40:29]: We got cold replies from C suite directly back to our, like, they emailed us and…

Shawn [0:40:35]: Most of these weren't replies to an email to the rep that we sent that was on the gift.

Shawn [0:40:39]: And, you know, it's, like, maybe not the most exciting emails, but they was warm handoff offs to the right person buying committee.

Shawn [0:40:46]: Some of them did call out how this is really cool marketing.

Shawn [0:40:49]: I remember on one of the calls that we were on.

Shawn [0:40:51]: They were like, wow, we're gonna try to teach our marketing team how to do this.

Shawn [0:40:54]: So another big win is the fact that this worked great from a campaign perspective, but also internally to get sales alignment and the executive team bought.

Shawn [0:41:02]: Last thing I'll say, this, I would love to take credit, but this was from the two brilliant minds of Jake N and Sp rule and all of the team that was a part of pulling this off.

Shawn [0:41:11]: This was not just the me.

Shawn [0:41:12]: Anybody could probably be presenting on this way better than I can, but those two guys were where this idea came from.

Dasha [0:41:18]: And he's humble.

Dasha [0:41:19]: Okay, Shawn.

Dasha [0:41:20]: I hope you read the love in the chat after after you're done presenting.

Dasha [0:41:24]: I promised R in the chat that I would ask her questions.

Dasha [0:41:27]: She says this is a stupid question.

Dasha [0:41:30]: I disagree.

Dasha [0:41:30]: I had the same question, so it can't be stupid.

Dasha [0:41:33]: How did

Dave [0:41:34]: you No.

Dave [0:41:34]: That may…

Dave [0:41:35]: No.

Dave [0:41:35]: No.

Dave [0:41:35]: Sorry.

Dave [0:41:35]: That means it's definitely stupid.

Dave [0:41:36]: Okay.

Dasha [0:41:37]: Yeah.

Dasha [0:41:37]: Sorry.

Dasha [0:41:37]: Sorry.

Dasha [0:41:38]: But at least we're both stupid together?

Dasha [0:41:39]: So how did you get the addresses for the folks that you were sending the gifts to?

Dasha [0:41:44]: And did they know the gift was arriving or not derive cold to arrive warm?

Shawn [0:41:49]: Yep.

Shawn [0:41:49]: It's a fantastic question.

Shawn [0:41:50]: We used Clay.

Shawn [0:41:51]: I was always we used for everything.

Shawn [0:41:51]: We've to I'd to I'd identify the contacts to validate, you know, that they were in the Us and that find the Hq address.

Shawn [0:41:58]: And as far as did they know they're getting the gift.

Shawn [0:42:01]: So I didn't have time to jump it but in that…

Shawn [0:42:04]: Camp, that slide, we had part of our sequence from the sales team was sending a tracking link with the the picture of the gift that was coming in the mail So basically said, hey, We got something coming to you.

Shawn [0:42:15]: And then we…

Shawn [0:42:16]: The day We'd send a tracking link, and then we'd follow up saying, Hey, did you get this if not, here's the link to the podcast we've created with No kill.

Dasha [0:42:24]: Sick.

Dasha [0:42:24]: One other question.

Dasha [0:42:25]: Sorry on addresses is we also use Clay Proton.

Dasha [0:42:27]: We always struggled to figure out, K.

Dasha [0:42:30]: Like, is this person working from home or from Hq.

Dasha [0:42:32]: Did you think

Dave [0:42:33]: about that?

Jen [0:42:34]: What did you do?

Shawn [0:42:35]: We gamble.

Shawn [0:42:35]: Okay.

Shawn [0:42:36]: They're just, like, shot from the hip fingers crossed that they're close by.

Shawn [0:42:39]: And also, like, if one of the ideas that Sp had is that we send it to, like, the…

Shawn [0:42:44]: Knowing that there's probably a some sort of, like, secretary at the office, like, addressing it to them to then give to the C suite, so we're almost marketing to them that we know is in person so we don't have to worry about getting an address.

Dasha [0:42:58]: Smart.

Dasha [0:42:58]: Really smart.

Dasha [0:43:00]: Okay.

Dasha [0:43:00]: This is awesome.

Dave [0:43:02]: Do we have questions for the…

Dave [0:43:03]: Do we wanna bring everybody up real quick?

Dave [0:43:04]: We have a couple minutes before we…

Dave [0:43:06]: I wanna wanna keep the momentum going.

Dave [0:43:08]: So if we have a bunch of questions for the group here.

Dave [0:43:10]: I know our team is trying to pull some of these up right here, but let's get the panel list up right here.

Dave [0:43:14]: Says there's so much to learn and absorb from this webinar.

Dave [0:43:17]: I have a question for all of you.

Dave [0:43:19]: What's the biggest mistake that you think that people think or make with an Ab campaign.

Dave [0:43:24]: Like, hey, We're gonna do an Ab campaign.

Dave [0:43:25]: It's either a false belief or something that they think feel through whoever wants to take that with a strong opinion.

Jen [0:43:30]: I'll take that one.

Jen [0:43:31]: So like I said before, I think that people sometimes can get over reliant on the tech.

Jen [0:43:36]: And if you don't have the strategy in place, it doesn't matter how solid your tech sack is, you will not be able to…

Jen [0:43:42]: Scale it if you don't have the strategy in the alignment from sales.

Jen [0:43:45]: I think that's number one.

Jen [0:43:46]: And then, Jordan, when you were going through your presentation, you had said this is a twelve month initiative.

Jen [0:43:52]: Ab is absolutely a long game.

Jen [0:43:55]: But I think that sometimes people get very decided that we're gonna do Ab and it's gonna bring in all this pipeline, which it will, if it's done right, but sometimes it does take time for you to start to see the results.

Jen [0:44:07]: So I think it's important to understand those early indicators of success and then what those long term goals are that you're trying to solve for.

Dasha [0:44:14]: One other question in the chat throughout throughout all of the presentations is a lot of this…

Dasha [0:44:19]: Like, a lot of Ab is rooted in experimentation.

Dasha [0:44:21]: A lot of companies are not running Ab and running Ab sounds like this big scary experiment.

Dasha [0:44:26]: And some people might see the value.

Dasha [0:44:28]: Some people might not.

Dasha [0:44:29]: How did you all go about convincing whoever that this is worth the experiment, what can you share with the class?

Jordan [0:44:36]: Yeah.

Jordan [0:44:36]: I can go first.

Jordan [0:44:37]: I mean, I think on our end what my CEO likes to hear is I'm not commit into this.

Jordan [0:44:41]: I'm creating a pilot.

Jordan [0:44:43]: Two to three months.

Jordan [0:44:44]: We'll see where what it goes.

Jordan [0:44:46]: Some of the stuff needs to go longer.

Jordan [0:44:47]: Like, you know, if it's, like, a long tail play, like, twelve months.

Jordan [0:44:50]: Like, obviously, that's longer.

Jordan [0:44:51]: But, like, frame it as a pilot.

Jordan [0:44:54]: Be clear about progress, own the mistakes.

Jordan [0:44:58]: And because let mistakes happen.

Jordan [0:45:00]: I overall human.

Jordan [0:45:01]: Like, I mean, mistakes all the time.

Jordan [0:45:02]: I can do an entire webinar and all the mistakes I've made.

Jordan [0:45:05]: But, like, you'll learn for mistakes.

Jordan [0:45:07]: Right?

Jordan [0:45:07]: I mean, and you learn more about the person you're mark into when you make mistakes as well.

Jordan [0:45:11]: So, yeah, I mean, I think part of it is just framing as a pilot and that it's…

Jordan [0:45:15]: You're you're not investing.

Jordan [0:45:16]: We're not saying spend thirty, forty, fifty thousand dollars on a new Ab platform.

Jordan [0:45:22]: Those things are valid and good and Obviously, vector a sponsor.

Jordan [0:45:25]: I love vector.

Jordan [0:45:26]: I love Jazz.

Jordan [0:45:27]: All the folks that Vector and shout out to them.

Jordan [0:45:29]: I I'm gonna try and think about doing that next year.

Jordan [0:45:31]: But at the end of the day, you can do things that are meaningful without spending a whole lot of money.

Jordan [0:45:36]: So try that first.

Jordan [0:45:37]: Before you invest a lot of money to tech.

Joicee [0:45:41]: It used to start small.

Joicee [0:45:42]: Sometimes the Ab win is not actually the ultimately the deal at the end of day.

Joicee [0:45:46]: It's finding that internal sales champion, that's gonna say, I tried this really cool thing with my Ab it got me a meeting with someone I hadn't got in front of, and I want to replicate that out.

Joicee [0:45:56]: And that internal sales excitement is what then gets the rest of the leadership team to say, hey, you did that from one account.

Joicee [0:46:04]: What did your two do it for ten.

Joicee [0:46:06]: Now let's try fifty.

Joicee [0:46:07]: So start small, find your internal champion.

Joicee [0:46:09]: Remember that the wind doesn't have to be this big being you're delivering?

Joicee [0:46:12]: It could be that one meeting that we were trying to get in front of.

Jordan [0:46:16]: Yeah.

Jordan [0:46:16]: Joseph, I think Brings a great point.

Jordan [0:46:18]: Is, like, Ab doesn't necessarily mean revenue for the business, Close one.

Jordan [0:46:23]: It can mean just a small step.

Jordan [0:46:24]: It's like, it's cold.

Jordan [0:46:26]: We've never been able to get in front of them, a booked to meeting kennedy be the goal.

Jordan [0:46:30]: I think that's important too to think about it.

Jordan [0:46:31]: It's, like, steps.

Jordan [0:46:32]: Yeah.

Dasha [0:46:34]: Love it.

Dasha [0:46:34]: Alright.

Dasha [0:46:35]: Let's run the poll, Ben from backstage is gonna set the poll live.

Dasha [0:46:40]: You should see it in front of you now.

Dasha [0:46:41]: Which Ab idea are you gonna try with your team?

Dave [0:46:45]: Who's staying home the trophy.

Dave [0:46:46]: That's our Ab campaign.

Dave [0:46:47]: We're gonna do an Ab campaign to one of these who's gonna one to one.

Dave [0:46:51]: I one to one Dasha and I will record a personalized podcast.

Dave [0:46:54]: Talking about how great the winner is.

Dave [0:46:56]: But not who is the best presenter, not who with the best slides or best haircut which of these plays did you learn the most from that you're gonna take and take some inspiration and ideas from and go run at your company as a Joyce, Jordan.

Dave [0:47:07]: Jen, we got the triple J's and Shawn out there.

Dave [0:47:11]: I don't know.

Dave [0:47:12]: This is tough.

Dave [0:47:13]: Look.

Dave [0:47:13]: I'm biased.

Dave [0:47:14]: Maybe it's the head.

Dave [0:47:15]: On Shawn, But look, I love the tactical specific ness of of Shawn at the end, and I think I think the math, my team is in my ear telling me.

Dave [0:47:22]: Looks like Shawn is our winner.

Dave [0:47:23]: Way to go, Shawn.

Dave [0:47:24]: Oh, congratulations.

Dave [0:47:26]: Speech, speech, speech, speech.

Dave [0:47:27]: Just, you know, holding it down for the sp and team, good job.

Dave [0:47:31]: You did a good job giving credit to other people.

Dave [0:47:33]: I liked your presentation by the way because you had a strong hook right away.

Dave [0:47:37]: It was like, boom.

Dave [0:47:38]: Here's what I thought about this.

Dave [0:47:39]: Here's what I did.

Dave [0:47:40]: All the example screenshots specifics you nailed it.

Dave [0:47:42]: Great job.

Dave [0:47:43]: Why do you think people like this, sir.

Dave [0:47:45]: That's my one question for you

Dave [0:47:47]: the wrap.

Shawn [0:47:47]: Well, thanks Dave.

Shawn [0:47:47]: Yeah.

Shawn [0:47:48]: I was I was gonna cash see if you caught any easter eggs.

Shawn [0:47:50]: I quoted laws of copywriting a couple times throughout the whole presentation.

Shawn [0:47:54]: I almost put him in the slide, but I was like I'm not gonna do.

Dave [0:47:57]: I I don't I don't vote.

Dave [0:47:57]: I don't vote.

Dave [0:47:58]: So it's okay.

Shawn [0:47:59]: Right.

Shawn [0:47:59]: Right.

Shawn [0:47:59]: Man.

Shawn [0:48:00]: I don't know.

Shawn [0:48:00]: Everybody else's presentation was incredible.

Shawn [0:48:02]: I I have no idea why mine one.

Shawn [0:48:04]: I think honestly, it's just maybe it's just, like, the practical steps from the beginning to the end.

Shawn [0:48:08]: Yeah.

Shawn [0:48:08]: Like, you know, isn't a super scalable campaign because of how manual it is, but well, how we're planning to reiterate on it.

Shawn [0:48:15]: We'll make it more scalable.

Shawn [0:48:16]: But from the beginning, it was, you know, ten accounts and we literally hand package these and wrote…

Shawn [0:48:23]: And I manually ordered each one of the customer.

Shawn [0:48:26]: Like I it took a shit ton on time.

Shawn [0:48:27]: Good things Take us.

Shawn [0:48:29]: Okay.

Dave [0:48:30]: Good job.

Dave [0:48:30]: You want.

Dave [0:48:30]: Congratulations.

Dave [0:48:31]: Way to go.

Dave [0:48:32]: Good job.

Dave [0:48:32]: Okay.

Dave [0:48:32]: We got one more.

Dave [0:48:33]: We measure everything.

Dave [0:48:34]: Okay.

Dave [0:48:34]: So a couple things.

Dave [0:48:35]: I'll get to the poll pole in a second.

Dave [0:48:36]: We're gonna try to get all these smart Ab apm folks.

Dave [0:48:39]: If you have more specific questions, Maria is gonna get them in the community, This is a nice little extension of this Where if you wanna go back, take all this information.

Dave [0:48:46]: You have a specific question about your company that you want one of these great Ab b, Ab to answer.

Dave [0:48:51]: They'll do it inside of the community.

Dave [0:48:53]: And then real quick, just we measure everything that gives us some data.

Dave [0:48:56]: What do you want more of less of So from one to five, was this a good use of your hour?

Dave [0:49:01]: A great use.

Dave [0:49:02]: Very good?

Dave [0:49:02]: Was it okay?

Dave [0:49:03]: I didn't get much from this?

Dave [0:49:04]: Was it a huge waste of your time?

Dave [0:49:05]: Just give us some data here?

Dave [0:49:06]: We look at all these?

Dave [0:49:07]: We figure out what we wanna do more of less of how we wanna change these in the future?

Dave [0:49:11]: Where marketers too feedback, you know, you're only as good as the feedback and how you can action on it.

Dave [0:49:15]: So, okay.

Dave [0:49:16]: We got what we need out of this.

Dave [0:49:17]: Thank everybody.

Dave [0:49:18]: I hope I'll see a bunch of you in New York next week.

Dave [0:49:20]: If you wanna be on one of our future sessions, You can get in there their exitfive.com/network.

Dave [0:49:24]: Our whole thing is driven on, like, the real marketing stuff that you're doing real humans, doing real marketing, just like our great crew today.

Dave [0:49:31]: Thank you all for giving us an hour of your day today.

Dave [0:49:34]: I'll see in New york next week, and then two weeks from now.

Dave [0:49:36]: We're gonna be back here.

Dave [0:49:37]: Our next live session is all about Ae.

Dave [0:49:39]: So Thank you everybody.

Dave [0:49:41]: I appreciate it.

Dave [0:49:41]: We got everything we need.

Dave [0:49:43]: I hope this was useful.

Dave [0:49:43]: Go put some this stuff into play though.

Dave [0:49:45]: Don't just be on the webinar asking about.

Dave [0:49:47]: Questions go.

Dave [0:49:48]: Take some of this stuff, put it in play in your business Dasha.

Dave [0:49:50]: Good to see you.

Dave [0:49:51]: Panel is great to see you.

Dave [0:49:54]: Appreciate all.

Dave [0:49:54]: Okay.

Dave [0:49:54]: We're out of here.

Dave [0:49:55]: Hey, real quick before we wrap up, I just wanna give a quick shout out to all the stuff that we're doing at exitfive.com.

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