Hey everyone! Today, I share the mic with RJ Taylor, the CEO and Founder of Pattern89, the AI platform for digital ads.
Tune in to hear how Pattern89 uses AI unlike any other marketer, how RJ uses his B2B SaaS background to grow his business and why he makes sure to go to bed by 9pm.
Time-Stamped Show Notes:
Before we jump into today’s interview, please rate, review, and subscribe to the Growth Everywhere Podcast!
[01:40] RJ’s background is in B2B SaaS.
[02:20] He now lives in a Midwest tech hub.
[03:10] Right now, everyone is trying to distinguish themselves with AI functionality, because it’s new.
[04:40] The Pattern89 platform looks at your Facebook and Instagram ads and identify 2900 different dimensions about those ads.
[05:00] It will show you what’s driving improvement, for example.
[07:00] They mostly deal in e-commerce businesses, rather than B2B.
[09:45] Typically, their customers spend $10,000/month on Facebook or Instagram ads.
[10:02] Pattern89 has an annual contract that kicks off with a 14 day free pilot program.
[10:13] Contracts start at $1000-$3000/month depending on what the customer’s goals are.
[13:00] There are 650 brands connected to the platform.
[13:15] Their first customers were acquired through door-to-door sales, in a sense.
[15:07] Their algorithm goes through a huge data set on a daily basis.
[17:30] They already retired the first version of Pattern89.
[19:20] Pattern89 made sure to build something customers really wanted.
[22:15] One tool that RJ thinks has added value to his life is the bus.
[23:40] Indianapolis is not known for public transportation, however, RJ found he didn’t have a lot of personal time. So, instead of driving, he now takes the bus to work, so he has time to read and reflect.
[24:22] RJ goes to bed by 9, but sometimes before 8, just like his children.
[24:40] RJ recommends the book The Book of Why by Judea Pearl.
[26:30] RJ thinks it’s important to read and attend coding schools, if you want to become a more technically-minded person.
Hey everyone! In today’s episode, I share the mic with Tyson Quick, the CEO of Instapage, which turns your ad clicks into conversions by providing an end-to-end solution for optimizing post click experiences at scale.
Tune in to hear Tyson discuss how Instapage was founded based off a common problem they faced, how the company figured out how to improve ad conversion rates and why serving to a larger market might benefit your company.
Time-Stamped Show Notes:
[00:41] Before we jump into today’s interview, please rate, review, and subscribe to the Growth Everywhere Podcast!
[01:45] Almost 7 years ago, when Tyson was working at another company, they ran a digital ad campaign when they were kicking off.
[02:10] What they found was that their conversions were low.
[02:35] So they spent time building more unique, relevant pages and saw their conversions increase.
[03:00] They figured building out a solution to this conversion problem would be more lucrative than what they were currently working on.
[05:25] When they pivoted, Tyson told investors that they discovered a more obvious product and business model that would serve a larger market.
[06:47] Instapage charges monthly or annually.
[06:56] One model is self-service and the other is model is enterprise.
[07:30] They manage to increase conversions significantly for their clients.
[10:00] Experimentation is an important part of informing your results.
[11:10] Unique content is more important than custom design.
[14:55] Instapage is planning on releasing more products in the coming months.
[15:25] The company is valued at over 9 figures.
[17:45] Bootstrapping proved difficult and was a big challenge.
[19:30] They hired their VP’s when they were still bootstrapping.
[20:57] One tool that Tyson thinks has added value to their product organization is Product Board.
[24:07] One must-read book that Tyson recommends is The Sales Acceleration Formula.
Hey, everyone! Today I share the mic with Guy Kawasaki, author of Wise Guy: Lessons from a Life and the Chief Evangelist for Canva.
Tune in to hear how Guy passed the “Steve Job test” (and what that is), what the difference between evangelism and sales is, and why building a brand might not be the right focus.
Time-Stamped Show Notes:
[01:00] Before we jump into today’s interview, please rate, review, and subscribe to the Growth Everywhere Podcast!
[02:30] Guy has worked for Apple in the past, before starting his own software companies and then moving on to Canva.
[03:07] His job is to “bring the good news” of the products he sells.
[03:22] Canva is trying to democratize design, so he claims his job is to spread the good word about this product.
[04:30] Steve Jobs and Melanie Perkins didn’t sit around trying to build a brand, they wanted to build the best products.
[06:20] Guy passed the “Steve Jobs test” once, by being honest about a product that wasn’t great.
[07:15] Guy travels the world telling people about Canva.
[07:30] Sales and evangelism are different.
[07:55] The focus of evangelism is trying to get people to use something that would be in their best interests.
[10:50] Evangelists work for stock options.
[12:10] Guy’s assistant really understands social media and tipped him off to Canva.
[12:38] How many stock options you get should be dependent on the business and your needs.
[15:30] Guy says an evangelist gives his or her life to the product, service, or company.
[15:50] In writing his book, he sought to help and empower people.
[17:25] Guy assumed he was so recognizable that a car full of teenage girls knew who he was, but in reality, they thought he was Jackie Chan.
[20:17] He writes a book every few years, when he inevitably has something new to say.
[22:15] Eric asked Guy for career advice years ago and at 26 became VP of Marketing at a start-up.
[24:15] In his estimation, Guy has lead a very fortunate life.
[24:50] Guy relies on Evernote, Dropbox, LinkedIn, and Mac products.
[25:30] He wishes Logitech would make a keyboard cover for the iPad.
[26:05] As of right now, he uses the Apple Magic Keyboard.
[26:58] Guy recommends the book If You Want to Write by Brenda Ueland.
Hey everyone! Today, I share the mic with Garrett Moon, one of the Co-founders of CoSchedule, a marketing management platform.
Tune in to hear about Garrett’s 10 years’ experience in the advertising/marketing industry, how he believes he’s solved the makeshift marketing problem and why it’s important to have a separate growth marketing team from the content marketing team.
Time-Stamped Show Notes:
[00:50] Before we jump into today’s interview, please rate, review, and subscribe to the Growth Everywhere Podcast!
[01:35] Garrett has been in marketing and advertising for over a decade. He got his start at an ad agency as a Creative Director.
[01:50] He met his Co-Founder for CoSchedule at the ad agency.
[02:20] They made the switch from a service-based company to a product-based company, which is how they ended up creating CoSchedule.
[04:22] The first iteration of CoSchedule was intended to connect WordPress and social media accounts. It was a plug-in that only worked with WordPress.
[05:00] The goal of CoSchedule was to automate the promotion process as much as possible.
[05:30] As they moved up-market, the product continued to develop.
[06:25] They wanted to create a product that could combine all the information into one marketing calendar, so you could easily manage marketing teams.
[06:58] It gives a great bird’s-eye view.
[07:52] Garrett believes there is a makeshift marketing problem.
[07:58] Makeshift marketing is using a ton of different tools to get one job done.
[08:35] CoSchedule sought to create a way to erase the need for tons of tools and bring all the information together in one place.
[09:55] The least expensive plan is $50/month and gives you everything you need to integrate blog posts, manage email marketing, and social promotion.
[10:47] Plans go up to six digits per year for larger, enterprise companies.
[11:42] Garrett started his agency in Bismarck, ND.
[12:15] When they launched in 2013, they had four angel investors.
[12:30] The company consisted of two engineers and the co-founders.
[15:45] CoSchedule provides 60 tech jobs that wouldn’t otherwise exist in North Dakota.
[17:40] Garrett likes to ask what the one thing that a given company is focused on and will they get the right results using metrics?
[18:15] Even though people say not to take stock in page views, Garrett still thought it was important to track.
[20:50] CoSchedule focused on getting traffic more so than conversions, because they knew they could make conversions happen once they had a solid amount of traffic.
[22:10] The metric they focused on was how to get more traffic.
[22:33] By focusing on page views, they were able to generate results rather quickly.
[25:00] Garrett and his team looking into what their competitors were doing to see what they could do better.
[27:30] It’s important to check comments on your marketing content to see how people are reacting.
[28:10] High-performing content has up to a 20% conversion rate for CoSchedule.
[29:10] Garrett’s team is working on improving calls-to-action to increase conversions.
[30:10] Whenever they launched a new feature, they would create content about it.
[30:35] They are not shy about using their email list and social accounts.
[31:28] They have both a growth marketing team and a content marketing team.
[33:00] Garrett has written a book called The 10X Marketing Formula.
Hey everyone! In today’s episode, I share the mic with Rick Perreault, the CEO and Co-Founder of Unbounce, a landing page building tool that makes it easy to build and test landing pages quickly. This is his second time being a guest on Growth Everywhere! Check out the first episode with him here!
Tune in to hear Rick’s thoughts on how Unbounce brought in $30 million this fiscal year by going upmarket, why organization is a challenge for his growing company and how word of mouth is what drives conversions for them.
Time-Stamped Show Notes:
[00:39] Before we jump into today’s interview, please rate, review, and subscribe to the Growth Everywhere Podcast!
[01:45] Unbounce is a market-leading landing page and conversion platform.
[02:05] The company started in 2009, when Rick wanted help creating landing pages, because he wasn’t a technical person.
[03:00] Rick thinks he was naive five years ago, when the company was in its infancy.
[03:39] Once you get past 70 employees, it becomes a different kind of company.
[04:20] It used to be a lot easier to do an all-hands meeting on the fly.
[04:40] This fiscal year, they made $30 million in revenue and 15,000 paying customers.
[05:59] Unbounce went upmarket, because they already had those customers, but it was easier to keep them on.
[06:23] By going upmarket, they found they were more successful.
[07:42] A people-first business means that they are focused on company culture.
[09:38] Unbounce has a great parental leave policy, so everyone can be with their children during those first few months.
[10:03] Rick believes it is inexpensive and necessary to support your employees with great policies.
[11:50] Unbounce holds a marketing conference every year in Vancouver.
[12:03] They fly every employee in and they spend the week together at the conference.
[13:33] One-on-one’s are encouraged for all employees with their respective managers.
[15:55] Rick says he wants people to do great work, but not at the expense of respect for others. Not everyone is capable of handling this.
[16:45] Word of mouth is still what drives conversions for Unbounce.
[17:15] They have also published an ebook, run Google Ads, and other paid advertising methods.
[18:20] Unbounce is launching a revenue share program called their Partner Program.
[19:20] Unbounce looks for partnerships with like-minded companies.
[19:30] They have done integration partnerships with Marketo, HubSpot, and Zapier.
[21:45] Rick wanted to set a good example for his kids, so he wanted to create a great workplace for everyone, especially women.
[23:45] Hiring the right talent is a challenge.
[24:05] When you come to work and people tell you they are proud to work there, you’re doing it right.
[24:25] One big struggle Rick faced when growing Unbounce, was alignment.
[24:47] It’s hard to keep an organization the same as it grows.
[25:20] Communication remains a challenge.
[26:40] One tool Rick thinks has added value is getting an executive coach.
[28:12] One book Rick would recommend is Lost and Founder.
Hey everyone! In today’s episode, I share the mic with David Barrett, CEO of Expensify, the world’s leading application for expense management with 6 million users.
Tune in to hear David share why Expensify relies only on word-of-mouth advertising, why he believes that focusing on top-line revenue growth isn’t actually good for business, and how the Expensify team proved the naysayers wrong when they said the business couldn’t scale.
Time-Stamped Show Notes:
[00:39] Before we jump into today’s interview, please rate, review, and subscribe to the Growth Everywhere Podcast!
[01:25] Expensify does expense reports that “don’t suck”.
[01:33] Impressively, David has been programming since he was six years-old.
[01:40] At University of Michigan, he worked in the VR lab.
[02:10] Expensify is built for business travelers.
[02:30] They were the first mobile app for expense reporting and the first to integrate receipt scanning.
[03:02] Expensify reads receipts, categorizes it automatically, and analyzes the information.
[03:23] It is a completely automated service.
[03:57] Expensify charges $9/month/active user.
[04:12] You only pay for active users, not all registered users.
[04:27] They have 6 million users.
[04:57] Expensify is used by more businesses than anyone else in their industry.
[05:42] David thinks there is a playbook and everyone has been focused on top-line revenue growth, but that this isn’t actually good for business.
[07:50] Profitability is just as important as revenue growth.
[08:09] You don’t need to go IPO when you aren’t solely focused on raising money.
[08:50] Check out Fuel x McKinsey.
[09:20] When you maintain total ownership of your business, your most valuable asset is a successful business.
[11:15] Expensify does not advertise. Everything is word-of-mouth.
[11:34] Acquiring their first customers entailed focusing on what was effective and ignoring bad advice.
[13:35] Even though everyone thought the business couldn’t scale, the Expensify team proved the naysayers wrong.
[15:30] Initially, they weren’t charging, because they were trying to find product-market fit.
[15:50] Not charging was actually what was hindering their growth.
[18:04] Everyone else loses their nerve and hires on advertisers.
[20:15] Developers often grapple with Imposter Syndrome.
[22:06] David’s approach to culture is the same as his approach to programming: he asks, “what would be the most amazing system possible?”
[22:20] It’s often hard to travel when you have a job, so Expensify takes the whole country overseas for a month every year.
[24:18] They are the only company that does it, even though it’s not hard to do.
[26:25] Expensify offices are modeled after cafes they have been to around the world.
[27:09] They feel that fair compensation is important.
[27:26] In theory, you shouldn’t have to ask for raises, because you should just be paid fairly.
[27:44] Expensify has a committee that handles the assessment of salaries.
[28:10] They put a lot of effort into competition, culture, and fairness.
[30:48] One major struggle Expensify had was during a time when they set out to raise money and could not.
[31:15] People they were pitching had trouble understanding the business model.
[33:08] David prefers to cut down on app use instead of adding more in. Gmail, Google Docs, Github, and other basics are the best tools for him and his team.
[33:45] They dropped CRM and javascript apps.
[34:09] David thinks business books are all garbage, except for The Innovator Dilemma. He also likes the books, Guns, Germs, and Steel and Carnage and Culture.
Hey everyone, in today’s episode I share the mic with Bettina Hein, founder and CEO of Pixability, a video advertising platform.
Tune in to hear Bettina share how they’ve grown Pixability over 100% a year for the last five years in a row, what they use for successful customer acquisition, and how she started her first software company (text-to-speech software, which lives on in all Android phones and a lot of car navigation systems) right out of graduate school and sold it for $125 million.
[00:47]Before we begin, please leave a review and rating and subscribe to the Growth Everywhere Podcast!
[01:32] Bettina is a lifelong entrepreneur and has never held a real job.
[01:39] She started her first software company right after graduate school. It was a speech-technology software company, which was ahead of its time.
[02:00] That tech lives on in Android phones and navigation systems.
[02:24] They sold the company for $125 million
[02:32] Bettina then became a Sloan Fellow at MIT, where she founded Pixability.
[03:35] Bettina says entrepreneurs should have insatiable curiosity.
[04:14] She thinks she lost a few years when building Pixability because she had to learn on the go.
[04:54] Bettina tries to learn as much as she can by reading, asking questions, and speaking with leaders in the field of whatever she is trying to learn.
[05:23] You have to launch experiments to see if your idea has legs.
[06:14] Pixability helps brands and agencies with video advertising and finding channels for profit.
[07:23] They also help them find their proper audience.
[07:36] Fewer people are watching TV, so companies have to look at digital media.
[08:08] $260 billion is spent on advertising worldwide, every year.
[08:32] Younger people do not watch live TV anymore.
[09:17] There has been a flight to closed platforms for advertising.
[10:38] It’s now easier to track who has seen your ad and if they actually went to your store or site.
[11:00] It’s a confusing time for marketers because digital is so much more complex than just buying a newspaper or TV ad.
[11:31] Pixability makes it easier to buy ads on digital platforms.
[12:09] During the planning phase, Pixability looks at your target audience in order to see who is actually watching videos around the product you are trying to sell.
[12:37] They also look at what inventory is available, the location of your stores, and times of day the company is getting hits.
[13:06] Through that planning process, they find your audience and proper ad placements within your budget and for your geographical location.
[13:32] The campaign is broken into sub-campaigns so Pixability can test every variable.
[14:31] Pixability charges a percentage of the ad-spend.
[14:43] They have grown over 100% and are a team of just over 80 people, spread over five locations in the US and abroad.
[15:18] They start with “thought leadership”.
[16:31] Pixability uses their social media channels to create a large email list, but they also directly contact prospects.
[16:56] There are maybe 10,000-15,000 people worldwide who are in the business of executing brand advertising spend.
[18:10] There are a lot of industry conferences that make their money by selling sponsorships. Often, as a sponsor you are granted a speaking slot.
[18:55] They have had success speaking in the women’s fashion sector.
[19:25] The cost varies, but it’s anywhere between $5,000 and $50,000 to be a conference sponsor.
[20:10] The key to being successful is to not run out of money, which is a continual struggle for an entrepreneur.
[20:33] You have to be very strategic with the money you raise.
[21:25] “The most wonderful thing” is when your company becomes profitable.
[22:00] Bettina starts her day getting her two kids fed and off to school, then she heads to the office (where she eats her breakfast), and then starts her day of meetings (customer, internal, or one-on-ones).
[22:44] Bettina has a great assistant that helps her stay on schedule.
[22:55] She does her best to get home by 7pm, so she can eat with her family and put her kids to bed.
[23:13] Spring through Fall is a crazy time for her business and she ends up travelling a lot during this time.
[24:05] It’s hard to have a work-life balance when you’re a CEO of a startup.
[25:49] Bettina recommends Thinking, Fast and Slow, Behave, and The Sympathizer
Hey everyone! On today’s episode, I share the mic with John Hall, author of Top of Mind and CEO of Influence & Co., a content marketing agency.
Tune in to hear John explain why amplification works, how Influence & Co. has helped numerous startups become successful name brands, why goal-setting is key to successfully marketing your company, and how he funneled his expertise into the bestselling book Top of Mind.
[00:38] Before we begin, please leave a review and rating and subscribe to the Growth Everywhere Podcast
[00:59] Today we have John Hall on the show. John is the CEO of Influence & Co. and author of the book, Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter to You
[01:30] John helped to create Influence & Co. in order to help entrepreneurs build an audience.
[02:41] Now Influence & Co. is the largest creator and distributor of expert content.
[03:03] John discusses the importance and influence of his book.
[04:29] Influence & Co. helps businesses set their goals and achieve them.
[04:45] Knowing a company’s marketing and general goals helps Influence & Co. to plan their method of attack.
[06:30] Influence & Co. is not retainer-based, but a service fee model. They’re trying to focus on deliverables and structure payments around that.
[07:35] They want to price things so that companies feel confident in the expectations and outcome.
[08:10] For those looking to figure it out on their own, look for sites that make the most sense to target with your articles and advertising.
[08:45] You want to consistently stay “top of mind” with your content, then you can create a larger event or “moment”.
[09:43] Do everything you can to earn and amplify content.
[10:10] Amplifying or disseminating content is key to your success.
[10:52] Make sure in your contributor agreement that you can run paid ads and amplify your content that way.
[11:54] Start off earning your status before you pay to play.
[12:15] Track your internet and social media traffic, so you know what’s working.
[12:35] Because an email software was mentioned in an article in Forbes, the company got traction. The article reached four million views.
[14:15] The idea behind Top of Mind is about learning to engage people in different ways and build relationships using different techniques.
[15:14] John wanted to make sure he engaged people consistently and in the right way.
[15:36] When writing the book, John looked at all the things people do to engage people at different times, so that they “connect” in better ways.
[16:17] In order to amplify Top of Mind, they spaced out their press in order to stay on people’s minds.
[17:15] John also sees an uptick in sales of the book after his speaking engagements.
[18:07] John used Influence & Co. to develop his book.
[19:30] John dedicated the book to his co-author and everyone that helped with the creation of the book, because he believes that a strong team can produce great work.
[20:02] As Influence & Co. began to grow, the company’s MO had to adapt to the influx of new people.
[21:04] It’s important to have great middle-managers.
[21:30] John swears by MixMax, because it saved him a lot of time and energy; it doubled his effectiveness at email marketing.
[22:28] John recommends 50 Signs that You Might Be an Entrepreneur, Giftology, and Essentialism.
Hey everyone! On today’s episode, I share the mic with Aaron Bird, co-founder and CEO of Bizible, a B2B marketing site that helps companies with their marketing plans and attributions.
Tune in to hear Aaron discuss why Bizible is dominating the industry, how they enable businesses to measure and plan for revenue, why solving the “right problem” is so important when founding a company, and what the only reason that startups fail is.
[00:28] Before we begin, please leave a review and rating and subscribe to the Growth Everywhere Podcast
[00:51] Aaron Bird, the co-founder and CEO of Bizible, introduces himself.
[01:42] Before he started the company, he was working at Microsoft on their ad platform.
[02:10] There were companies who weren’t selling online, but rather just advertising their business or wares.
[02:52] Aaron knew that the marketing issues theses types of companies faced were different and they weren’t getting what they needed. Someone needed to solve this problem.
[05:18] Bizible pulls data from a lot of different systems (a unit of data is called a “touchpoint”).
[05:43] They want to get all the touchpoint data across all of the channels in which someone is marketing.
[05:54] They integrate with all the major ad platforms. They even track data through a scanned badge at a conference. Even dinners, phone calls, and other interpersonal events count as a touchpoint.
[06:50] Bizible is a market leader because they are able to analyze an wide swathe of data.
[07:23] Marketing attribution is the process of quantifying analysis of touchpoints into revenue.
[08:20] Based on the money coming in, you can allocate a certain amount of money to each touchpoint (they use a complicated algorithm).
[09:06] Bizible is a SaaS platform and they sell subscriptions in order to access their data (this is how they make money).
[09:48] This year Bizible was on Inc. 500’s Fastest Growing Companies in the U.S. list
They just about double their profits every year.
[10:26] Targeting is different depending on whether you are targeting companies or individuals.
[11:27] Direct marketing mailers are making a comeback; Bizible will ship a full package, not just a flyer.
[11:50] PFL is a great direct marketing vendor. Because they are integrated, you can track your direct mail shipment through Salesforce.
[12:57] Bizible has 60 people in sales out of a total 105 employees; 16 account execs; 43 people doing qualified leads.
[13:45] If you benchmark it against the industry at large, they have a high outbound to AE ratio.
[13:57] In the early days of Bizible, they set out to follow the lean startup methodology.
[14:59] The only reason startups fail is because they run out of money.
[15:29] Aaron’s biggest piece of advice is to really make sure you are setting out to solve the “right problem” when it comes to founding a startup.
[16:11] Aaron makes sure to block off some time at the end of the day to get through his e-mails and other correspondence. Other than that, he doesn’t have a workflow cadence.
[17:05] Bizible started using Slack recently, which they find very helpful.
[17:24] Aaron recommends The Fifth Discipline, a book about organizational behavior.
[18:19] Aaron also reads Geekwire, Techmeme, and the New York Times to stay abreast of industry and national news.
Hey everyone, today I share the mic with Rodrigo Fuentes, CEO of ListenLoop, which zeroes in on account-based marketing for B2B companies.
Tune in to hear Rodrigo break down how account-based marketing works, how a background in electrical engineering and law led him to a B2B retargeting startup, how one ListenLoop client saw a 22% increase in web traffic engagement with ABM, and what their most effective customer acquisition method is.
01:31 – Rodrigo thinks ABM or account-based marketing is now past the hype curve and people are executing campaigns
01:44 – ListenLoop primarily helps B2B marketers who want to go after a specific set of companies
02:02 – The software will place ads directly on the target companies and targeted job titles as they browse the web
02:31 – Rodrigo is an electrical engineer from Yale, went to Columbia Law School focusing on patent litigation and IP rights, and he practiced law for almost 3 years at Fish and Richardson
02:54 – Rodrigo says law was mentally stimulating, but he found himself more curious about his client’s business problems
03:12 – Rodrigo was asked by a friend to join his startup while he was still at the law firm; he decided to jump into the business
04:17 – Rodrigo is a visual learner and is currently into courses at Udemy because of how visual they are
05:12 – Rodrigo watches videos about marketing, outreach and other business related topics
06:52 – Rodrigo shares an example of a company that uses ListenLoop, called Engagio
07:07 – Charlie Liang, Engagio’s Director of Marketing, uses ListenLoop to combine their marketing activities and advertising with a specific list of target accounts
08:02 – Engagio saw increased engagement with their target accounts when they were exposed to the ads
08:17 – Account-based marketing together with advertising saw a 22% increase in web-traffic engagement
09:32 – Account-based marketing is a strategy that a sales marketing team will use to influence and close a specific set of accounts
10:07 – It is a strategy whereby sales and marketing teams are aligned on a specific list of accounts they want to go after; they use one or more communication channels to reach those accounts and measure the results of the campaign at the account level
11:32 – In a company, people are delegated with the task to research and compare information and this is shared internally
12:12 – Results are measured at the account level of the company and not per individual – you get a holistic picture of how the account is engaging
13:15 – ListenLoop works by getting the domains of a target account; specifically a location of where those contacts will fit
14:28 – ListenLoop has pre-roll personalization that adds animation on top of the ads; this includes a logo of the company you are targeting
14:59 – Ads can be segmented to the bio persona—there can be a different sets of ads that will resonate to the marketer and another to the sales person
15:34 – There can also be a segment across industries or companies
16:19 – ListenLoop is a different channel from Facebook or LinkedIn
17:47 – A CRM retargeting tool works for B2C or business-to-consumer marketing
17:59 – If you are in B2B, the match rate is lower compared to those who are in B2C
18:27 – The problem here is people do not use their business accounts for online transactions
19:28 – ListenLoop uses the triangulation method: the first party data, third party data and the geolocation data is overlapped to create a model; the tiny area of overlap of all these three that represents a B2B persona
20:26 – They were able to generate a 70% match rate in North America and 62% across all the campaigns
20:59 – The price is $99 per month and that includes targeting for 100 accounts that have received impressions
21:41 – Rodrigo says they are friendly to those who are still new to this strategy and pricing will increase for those who are targeting hundreds and thousands of accounts
22:13 – The most effective method in customer acquisition for ListenLoop is using account-based marketing
22:32 – They use ads one month prior to an email campaign, targeting individual contacts from top to bottom. They phone the people who opened the email at least three times, and send direct mail to those with whom they connected
23:06 – They also try to meet these people in person at conferences
23:33 – ListenLoop is managed through outreach and other different tools
24:12 – What’s one big struggle you’ve faced growing this business? – When the business first began, they had to make sure there was a product market fit
25:11 – They had to make two independent bets: prove they had a product market fit for investments and they had to generate enough sales
26:58 – They only had a few clients at this stage in terms of a sample size
27:33 – There is a correct path to do a business and it starts with the product
28:03 – The pressure to show product market fit in a short amount of time forced them to do two different things; they ended up being wrong
29:10 – What’s one must read book you’d recommend to everyone? – The Hard Thing About Hard Things
29:49 – Check out ListenLoop and email Rodrigo at rod@listenloop.com, you can also contact him via LinkedIn
30:31– End of today’s episode
3 Key Points:
Account-based marketing is a strategy that will target specific accounts and it can be segmented into different bio personas.
Account-based marketing can be done alongside other advertising campaigns.
The type of marketing campaigns you need depends on whether you’re a B2C or B2B company and the type of accounts you’ll be pursuing.
Hey, everyone! Today I share the mic with Guy Kawasaki, author of Wise Guy: Lessons from a Life and the Chief Evangelist for Canva.
Hey everyone! Today, I share the mic with Garrett Moon, one of the Co-founders of CoSchedule, a marketing management platform.
