B2B Industrial Marketing with Mary Keough
Get ready to dive into the exciting world of B2B industrial marketing with Mary Keough from Gorilla 76 Marketing Agency. Host Lee Murray and Mary delve into the impact of COVID-19 on B2B businesses and how the pandemic has put marketing on its toes. They discuss the challenge of gathering customer insights and how the internal culture of companies has become just as important as their external image.
With a focus on how to approach marketing from a customer perspective, this podcast is a must-watch for anyone interested in the evolution of marketing during these uncertain times.
Have a guest recommendation, question, or just want to connect?
Go here: https://www.harvardmurray.com/exploring-growth-podcast
Connect with Mary -
https://www.linkedin.com/in/mary-keough-437824a2
00:00:00:05 - 00:00:18:07
Speaker 1
Welcome back to Exploring Growth Podcast. My guest today is Mary Kilgore with Guerilla 76 Marketing Agency. We talk to all things B2B, industrial marketing and it was a fun one. So tune in. All right, Mary, thank you for coming on the Explorer and Growth podcast.
00:00:19:00 - 00:00:21:04
Speaker 2
Yeah, thanks for having me, Lee. I'm really excited to be here.
00:00:21:16 - 00:00:47:16
Speaker 1
Yeah, as we were talking before, I'm excited to talk to you because you're in the industrial marketing space and I have not really worked in that space in the States, but I've done a lot of traveling and work with smaller companies that are like kind of rudimentary businesses in third world countries. Like it's more of like missions type of type of work and consulting with them, with their businesses and such a such a great experience.
00:00:48:00 - 00:01:05:09
Speaker 1
But I love the process of like how something goes from nothing to to a product or, you know, something that can be shipped. And, you know, our world has been kind of turned upside down with COVID lately. So I'm sure that your clients are, you know, probably looking to you to saying you know, what do we do? You know?
00:01:05:18 - 00:01:06:22
Speaker 1
So yeah.
00:01:07:22 - 00:01:36:08
Speaker 2
Yeah. It's been interesting time. Like we have a clients like who span the spectrum. So we've had clients who have had so much business because of COVID that they are like, we can't do too much marketing for all. We want to do marketing from like a brand perspective or even there's been a really interesting shift with those customers who have had an explosion of growth during COVID is then labor can't keep up.
00:01:36:14 - 00:01:47:18
Speaker 2
So they've been really looking to marketing in to our agencies specifically to help with like culture. So how can I improve internal culture and get, you know, better quality labor into my facilities?
00:01:48:08 - 00:02:09:20
Speaker 1
Yeah, yeah. I'm seeing that too, on my side in the professional services world where they maybe have a big contract, it's kind of similar to, you know, all the businesses there. But now we have to do marketing around filling a pipeline of candidates, you know, to be able to fulfill those contracts. And that's that's more difficult.
00:02:10:15 - 00:02:33:20
Speaker 2
Yeah, it is. You have to approach it from a completely different perspective. Right. So in marketing for B2B and we take it from the customer perspective, so we're gathering customer insights. Now you have to take it and you have to look internally, which is really scary for a lot of these companies to like, Hey, what do your employees say about you or what do they like about you?
00:02:33:23 - 00:02:41:06
Speaker 2
What are your core values? Those are kind of actually more uncomfortable conversations for them to have than even just talking to their own customers.
00:02:41:13 - 00:02:56:06
Speaker 1
I can I can imagine because, you know, when you're it's almost like getting vulnerable with someone that you trust, you know, like you want these people to be happy. You want to do it. You know what you need to do to add value. But to have that honest conversation can be can can be difficult.
00:02:56:19 - 00:02:58:06
Speaker 2
Yeah, absolutely.
00:02:59:11 - 00:03:33:07
Speaker 1
Yeah. So it's interesting to see what covid's done to our businesses. And I think as marketers, it has really put us on our on our toes, you know, to to be better, because we're thrown all kinds of curveballs, everything from remote work to filling pipelines for candidates or to finding new customers, filling pipelines and and also understanding how marketing is evolving because of the customer or even on the candidate side, because of the candidate, because the you know, the candidate side is like there's so much work has changed so much.
00:03:33:07 - 00:03:50:07
Speaker 1
And it's hard to find people who want to work and that are skilled to work and on and on and on. Yes, you know, on the marketing side, it's the same type of thing, but it's a different problem. You have consumers that are coming to the table that are buying in different ways. They have different behaviors than before.
00:03:50:07 - 00:04:06:01
Speaker 1
They they're, you know, looking they have different problems to solve. So, you know, product market fit is a thing. So this is a lot it's a lot for marketers to to digest and be able to to to say, yes, this is what we should do.
00:04:06:10 - 00:04:37:21
Speaker 2
Yes. I think I saw an interesting thing, too. So I work at an agency now called Girls Send Me Six. I love my work there, but I actually didn't start working there until September of last year. So during COVID and when COVID hit, I was working for an industrial manufacturer in the market on the marketing side. And what I think was so super interesting about COVID for industrial companies specifically, they rely heavily on trade shows like that's a huge marketing play and they rely heavily on email.
00:04:38:04 - 00:05:05:11
Speaker 2
And those are two things that COVID basically just crushed your trade show shut down, email shut down in a very different way. So because trade shows were shut down and customer contact was closed, sales reps are blasting customers, marketing is blasting customers. And all of a sudden you're running into this issue where you're getting blocked, you're getting firewalled by some of these large companies because you're just increasing email send rates, right?
00:05:05:16 - 00:05:23:16
Speaker 2
Mm hmm. Yeah. Expose marketing for. And hopefully, I mean, in my instance, I was lucky to have a pretty progressive leader who let me kind of take the reins a little bit because it let you experiment if you had the opportunity to do it.
00:05:24:05 - 00:05:26:20
Speaker 1
Sure. And experimentation is the name of the game.
00:05:27:00 - 00:05:27:12
Speaker 2
Yes.
00:05:27:12 - 00:06:00:05
Speaker 1
Especially in the I would think in the industrial space where it hasn't been experimentation hasn't been. I mean, actually, I'd be interested to know, you know, and kind of following some of the content you're putting on LinkedIn, it seems like marketers that work for industrial manufacturers, so not those in the agencies, but those that are at companies, it seems like they're still they're kind of far behind in terms of marketing, you know, of the.
00:06:00:05 - 00:06:08:16
Speaker 1
Now, is that true or I mean, it seems like if they're still doing trade shows, they're just basically getting things printed, getting on a plane, going to the place and coming back.
00:06:09:00 - 00:06:32:08
Speaker 2
Yep. That's yeah. Like 100% it and it's not for lack of trying. So the problem is the internal, the infrastructure isn't set up in these companies for marketing to make an impact. So what will we have a event we do called industrial marketing live. We get in-house marketers at industrial companies together twice a month and we just talk about stuff, you know, it's really great.
00:06:32:08 - 00:06:49:15
Speaker 2
We call it therapy for marketers. It's really fun. Yeah. And one of the biggest issues they have is they're coming with these ideas like paid social, you know, how can we put positioning out there? How can we tell a better story online? How can we even just be online versus these companies.
00:06:49:17 - 00:06:50:16
Speaker 1
Like set up an account?
00:06:50:22 - 00:07:16:01
Speaker 2
Yeah, exactly. Like, how do we even start with social media? Right. And the question they always get and it's really frustrating is, well, what's the ROI? When can I expect to see ROI? When is no, I look like and I can show you it if you have the tools internally set up. So I'll need a CRM, I'll need a marketing automation platform like and it doesn't have to be anything crazy.
00:07:16:01 - 00:07:39:11
Speaker 2
It doesn't have to be, you know, a Salesforce plus Marketo. I just need. Sure. Right. HubSpot, you know, or. Yeah, Pipedrive, you know, something pretty simple. And unfortunately, I think it crushes the confidence of these in-house marketers a little bit because they're hit with that ROI question and they haven't been hit with that question before because these are all experiments that they want to run into.
00:07:39:17 - 00:07:47:23
Speaker 2
So it's difficult to push back and say, Well, I don't have the infrastructure to track these programs, you know?
00:07:48:21 - 00:08:24:23
Speaker 1
Yeah, yeah, that's really interesting because you're right, they haven't been asked to produce ROI because the owners and or shareholder stakeholders already know there's going to be an hour. Right. They go to this trade show, these orders come in. Yep. And it may not be they may not ever have tracked it before or know what that is, which would kind of be interesting, you know, for marketers that are new, right, are new meaning to the new way to say maybe take this conversation back to your your stakeholders and say, can you tell me what kind of ROI I need to like benchmark this against?
00:08:25:05 - 00:09:00:19
Speaker 1
And then they're going to be left holding the bag, trying to determine, well, we don't know what their ROI was on the trade show, actually. Yeah, we know. Maybe we spent X and we got these orders, but you know, it's going to be a little bit of a exercise to get there. But but yeah, that's so, that's so interesting that today we have marketers that are that have such a steep learning curve for when it comes to tools, platforms, formats, styles, all the different ways that you have to put creative out there and publish content.
00:09:02:00 - 00:09:12:23
Speaker 1
So it's, it's good that your agency's there. And actually, it's kind of interesting the, the role that you're playing to as that guide or the the the coach or the, you know, support. I like that.
00:09:13:09 - 00:09:39:19
Speaker 2
Yeah, absolutely. Yeah. We really enjoy our position too. So we work with mostly midsize manufacturers and we run the gamut of how we play a marketing role within these companies. So for example, we're working directly with their marketing manager. Maybe they have a team of marketers. For some, our agency is their marketing team. Like they just don't have the internal expertize for it.
00:09:39:19 - 00:09:43:02
Speaker 2
So it's like, go ahead girl. Like do whatever you'd like to do.
00:09:43:04 - 00:10:08:02
Speaker 1
Yeah, well, so it's so I have single media, which is a content agency and we work with mid-market companies and I don't think we've actually ever worked with any industrial type of companies, but so it's, it's a little bit different mentality. But I'm curious, the ones that you're working with where you're lifting a lot of the load, I mean, is fully outsourced.
00:10:08:02 - 00:10:18:12
Speaker 1
Are they looking for more of an hour away from you or are they or is it kind of an equal balance of that ROI question if you're not lifting a lot of that?
00:10:19:07 - 00:10:31:21
Speaker 2
That's actually such a fantastic question. I think you're the first person that's ever asked me that, and I would say no, which is really interesting. So the one where we are, the marketing team, it's more like they're just so happy with just.
00:10:31:21 - 00:10:32:11
Speaker 1
Trusting you.
00:10:32:13 - 00:10:47:13
Speaker 2
Doing anything. Yeah, yeah. So we're doing stuff like revamping their website, creating essential content, like making sure they have a decent social media presence that's not, you know, too gimmicky or salesy, and they're just so grateful.
00:10:48:04 - 00:11:09:17
Speaker 1
So then in that instance where they're not asking you for the offer, why are you offering it up? Meaning, you know, are you saying like, you know, okay, you're trusting us and you maybe don't know that you should be asking for the ROI of said metric? Oh, we're going to offer that up to you and give you a framework of how we report and everything.
00:11:09:17 - 00:11:13:14
Speaker 1
Or do you just sort of let them guide like lead the path?
00:11:14:05 - 00:11:37:09
Speaker 2
Yeah, so we, we do. We bring them into our reporting style, our reporting structure. So our kind of goldstar metric is website source pipeline. So any pipeline sourced in through the website and a couple of our clients who we are, their marketing team, they don't have a CRM. So we're really just tracking maybe high content leads and conversions on the website and that's fine with them.
00:11:37:09 - 00:11:53:23
Speaker 2
They're like, okay, great, this is awesome. Yeah, but mostly they just love to see they can see it in their business. And that's what the feedback that we love to hear is, Hey, we know you guys are doing all this stuff. I'm glad you guys are reporting on it. But we see it. We see it in our business.
00:11:53:23 - 00:12:09:10
Speaker 2
And for a lot of those clients that we talked about earlier where they're getting so much business just the fact that they're out there and putting out educational, helpful content is bringing in people like the people coming to the company saying, I want to work here.
00:12:09:10 - 00:12:10:12
Speaker 1
Yeah, that's awesome.
00:12:10:22 - 00:12:11:05
Speaker 2
Yeah.
00:12:11:10 - 00:12:32:07
Speaker 1
And I love that. As a just as a side note, I think podcasts do a really good job of doing that because it allows people to tune in and they can listen to two or 315 episodes and they feel like they have a good grasp for the culture and for, you know, what's happening at the company. So I think company podcasts could be for marketing, but they're also good recruitment tools as well.
00:12:32:16 - 00:12:52:23
Speaker 2
Yes, I love that. I can't tell you how many people have come after like reading my you know, I just post on LinkedIn, you know, I don't do too much. And yeah, I've had people say, I feel like I know you and that's so cool. Like podcasting, LinkedIn, putting out content like that. It gives people insights to you, which is so neat.
00:12:53:11 - 00:13:20:04
Speaker 1
Well, I will say that your style is very personable and not everybody's style is like that. I would like to the people that would say that they know you. I think that that does come through in your in your writing, like your style of writing. Yeah. And I think you've you've posted some videos. I haven't seen all of your content, but I know you posted some videos and you're, you're very real about, you know, it's not overly produced or it's not overly thought, you know, overthinking everything.
00:13:20:12 - 00:13:43:14
Speaker 1
And I think that is a testament to to good marketing because it's about messaging, but then it's about the delivery. And and I think the goal for a podcast and just content at any part of the funnel is for it to be relatable enough that people do feel like they have kind of met you before they met met you.
00:13:43:14 - 00:14:03:03
Speaker 1
You know, I mean, we do a lot of video on the social media side, video production. And that's the goal is that we want people to feel like they have met someone from the company and they feel like they know the company so that when they get there in person or when they meet online or they interact with the salesperson, the trust is already started to form.
00:14:03:23 - 00:14:05:09
Speaker 2
Yeah, I totally agree with that.
00:14:05:09 - 00:14:08:17
Speaker 1
And I'm saying that you're doing that. I see that on LinkedIn. You're doing a good job of that.
00:14:08:17 - 00:14:10:02
Speaker 2
Yeah. Thank you. I appreciate it.
00:14:10:22 - 00:14:37:21
Speaker 1
Yeah. So it's interesting, you know, this this whole educational curve these marketers have to lift. And I think that the role you guys are playing is the right one, being the guide, you know, stepping them through it. I'm sure there's probably a lot of educational material. I mean, I see that on your LinkedIn content to stuffing people through it, does it get more or do you feel like it's going to get more formalized for the educational part, like building courses?
00:14:38:06 - 00:15:00:23
Speaker 1
And you know, because it sounds like there's a gap that needs to be filled where it's almost like we need to teach the 100 ones. Here's the terms, you know, here's what you need to know about the social world, about SEO, about, you know, whatever the layers of their strategy that's going to be there. Do you see your agency formalizing that more where they get paid to be part of a course or is it just going to stay informal?
00:15:01:09 - 00:15:25:11
Speaker 2
Yeah, I think we'll probably keep it pretty informal from a agency side perspective. I don't think we would ever formalize any courses. You know, maybe I'm speaking too soon, but I just haven't seen it yet. As far as our clients go, though, that's really interesting and I think there is a huge opportunity for industrial and manufacturing companies to take advantage of engineers need continuing education unit units.
00:15:25:11 - 00:15:46:00
Speaker 2
These use so they there is a potential to create some course content for you know client side. Yeah since most of our clients are kind of like midmarket finding a subject matter expert dedicated to that would be really difficult. So we'd have to tell a pretty clear ROI story, I think. But I love even just thinking about stuff like that.
00:15:46:14 - 00:16:33:00
Speaker 1
Yeah. You know, something else that came to mind when you were talking about working with manufacturers and ROI and it's really like trying to speak their language. And marketing is a different language and there's lots of, you know, derivatives of that language in the marketing domain because marketing is split a million different ways. I wonder if if I'm asking you like when you're talking to them and you're trying to relate to them, let's let's say that you're going to get to our ally, but really it's just relating to them what they need to do from a marketing standpoint, do you use kind of systems, language or like an approach that would help them understand marketing
00:16:33:00 - 00:16:35:02
Speaker 1
from a system standpoint?
00:16:35:02 - 00:16:57:01
Speaker 2
Yes, absolutely. So we before we made a huge shift in 2021 to start talking in terms of frameworks, because I think that works really well for an engineering operations mindset. A lot of these CEOs come from an engineering or operations background, so we frame ours in a very specific like five step framework and we make it like a process.
00:16:57:01 - 00:17:17:01
Speaker 2
So it's, you know, work on your messaging, create content, distribute that content, analyze and iterate. And we make sure that that measure, analyze and iterate goes right back into messaging with like a little hero. So we create that really nice circular framework and especially that analyze and iterate the engineers are like, Oh, okay, cool. So they're something we're measuring.
00:17:17:02 - 00:17:49:22
Speaker 1
They get that. Yeah, yeah, yeah. That's awesome because I want so I work with middle mid level companies and we'll do will set strategy, but we also build systems for their team and it's all geared around marketing systems or sales or sales process. And so I just thinking about the work that I do, I would think that'd be very beneficial for a systems oriented person to hear, okay, maybe, maybe ROI is the next topic or the next conversation down the road, phase two.
00:17:50:01 - 00:17:58:04
Speaker 1
But phase one, we're going to map we're going to help you understand marketing as it works today, but in your language. Yes. So it's great to hear you guys are doing that.
00:17:58:21 - 00:18:06:21
Speaker 2
Yeah, we only started doing it recently and we've just gotten such positive feedback from both current customers and prospects, which has been really exciting.
00:18:07:11 - 00:18:08:08
Speaker 1
I could see that working.
00:18:08:13 - 00:18:08:21
Speaker 2
Yeah.
00:18:10:17 - 00:18:33:23
Speaker 1
So just like total like this came to mind. I wanted to shift gears here for a minute because I wanted to get your perspective on tick tock for me to be oh nice. Okay. I am not personally on tick tock and I don't have any clients that are on tick tock yet. I sort of do. But it's not really any work that I'm directly involved in at the moment.
00:18:34:10 - 00:18:34:17
Speaker 2
Sure.
00:18:35:00 - 00:19:02:19
Speaker 1
I'm very hesitant about tick tock. All right. For various reasons, both business and personal were mostly personal. And I've talked to some marketers on LinkedIn where we've connected like this and maybe a message back and forth about this topic. And I've shared some of my concerns and they have said I've just directly asked them like, are you getting results from your from your tick tock, you know, content?
00:19:02:19 - 00:19:04:09
Speaker 1
And they're basically saying no.
00:19:05:06 - 00:19:05:22
Speaker 2
Oh, interesting.
00:19:06:05 - 00:19:22:04
Speaker 1
Yeah. And so I'm really interested to hear what you think about it, you know, as a as an a new platform to add to the mix any kind of results of your success you've had with it or non success. And just kind of from the B2B industrial side.
00:19:22:04 - 00:19:42:05
Speaker 2
Yeah. So I haven't done anything B2B industrial specific. I have done B2B industrial marketing specific. Okay. So most of the videos that I posted on my LinkedIn I originally created on TikTok, now I'm not going to speak on TikTok from like a data privacy perspective turned over to other can of worms. Yes, I'm just going to talk about it from like pure platform.
00:19:42:05 - 00:19:42:18
Speaker 1
Yeah, sure.
00:19:43:19 - 00:20:04:02
Speaker 2
The engagement is phenomenal there. So I will say that is a huge benefit to Tik Tok right now. And I think that's true with most social media platforms. Like if you go back to the early days of LinkedIn, early days of Twitter, Facebook, the the early adopters, the early content creators get rewarded, right?
00:20:04:10 - 00:20:04:17
Speaker 1
Yeah.
00:20:05:03 - 00:20:30:07
Speaker 2
And I will say that now that more people are getting on LinkedIn, I would say my quote unquote engagement rate is dropping. So my likes and comments ratio to impressions is lower than it is on tik tok. So Tik Tok, you know, I'm getting a 10th of the views share or impressions I would get in LinkedIn, but the engagement rate is so much higher.
00:20:30:07 - 00:20:34:04
Speaker 2
So I have more people liking and commenting on my on my stuff there. Yeah.
00:20:34:16 - 00:20:40:05
Speaker 1
Okay. So are they quality is it a qualified audience? Like, is it the audience you're going after?
00:20:40:14 - 00:20:54:20
Speaker 2
Yes. Yeah. I get a lot of people who are already following me on LinkedIn, but I did have one person find me on Tik Tok originally and then started attending our industrial marketing live event, which is really cool.
00:20:54:20 - 00:21:08:07
Speaker 1
That's great. Yeah. So the conversion conversion happened. Yeah. So I guess the question is, do you think more of the audience is going to be driven from LinkedIn to Tik Tok to follow you or will Tik Tok kind of create its own spinning wheel at some point?
00:21:08:13 - 00:21:30:10
Speaker 2
Yeah, that's a great question. I think it honestly just depends on my dedication to the channel. So am I going to start creating original content more on Tik Tok than I do on LinkedIn right now? LinkedIn is such a powerful business driver right now that I'm not seeing it yet, but I'm going to keep experimenting on Tik Tok.
00:21:31:03 - 00:21:35:03
Speaker 2
I just I highly doubt it's anything that's going to happen in the next 6 to 9 months.
00:21:35:12 - 00:22:04:17
Speaker 1
Sure. Yeah. I think that your position as if you're going after industrial companies like let's say that's your target audience that you're trying to reach ultimately personally and through your agency kind of having a blended target there. I think it's very interesting position that you have to work out because I can't think of another one that would be so.
00:22:05:12 - 00:22:29:08
Speaker 1
It would it would seem at first glance so far removed from Tik Tok. Right. Like I would think that your audience would definitely not be the people that were there. And so if they are, then I think that says a lot about the platform and where it's headed and what you and marketers that are that are definitely more generally B2B could, could how they could utilize it.
00:22:29:23 - 00:22:50:18
Speaker 2
Yeah, I think that's so true. And most of my audience right now on Tik Tok are marketers. So I will say that on LinkedIn I have a pretty solid following of both executives and marketers, and Tik Tok so far has been pure marketer engagement, which means it could.
00:22:50:18 - 00:23:19:18
Speaker 1
Be, yeah, it does, it does. And that's I think that works. And it could be that there they are, they're watching you and trying to see what it is that you're doing, almost as not. Not that they would convert through that channel, but they're getting to know you and your brand. You know, you know, taking in the content and they're trying to almost see what should I do if this is what she's doing and then what should I do?
00:23:19:18 - 00:23:24:20
Speaker 1
And how is that? What does that look like? So as a you know, again, as a teacher, as the guide.
00:23:25:07 - 00:23:30:12
Speaker 2
Yeah, I completely agree with you there. I could definitely see that being a huge benefit to the to it.
00:23:30:18 - 00:23:34:20
Speaker 1
Yeah. Interesting, very interesting position. Yeah. I love it.
00:23:35:14 - 00:23:54:22
Speaker 2
Yeah, it's been really fun like TechEd I will say because I used to do some very minor video editing in my in-house marketing job. They talk as a platform itself, like from a user experience perspective is for now at all. It is so easy to record and edit videos in class.
00:23:55:11 - 00:24:16:01
Speaker 1
Yes I playing around with a little bit and I agree yeah it that they do make that part easy they want the content to seamlessly come on. So we're talking about LinkedIn a little bit. Let's jump to that. So I have noticed or at least from my observation, it looks like you're doing a little bit of LinkedIn SEO for yourself.
00:24:16:09 - 00:24:17:17
Speaker 1
Are you intentionally doing that?
00:24:18:04 - 00:24:35:23
Speaker 2
Not intentionally, but I play that. I do use the hashtags intentionally for you because hashtags on LinkedIn seem to be almost like a very high searchable feature. So when you go into the search bar, a lot of people will actually search a particular hashtag. So I will use those for search results.
00:24:36:15 - 00:24:52:17
Speaker 1
Okay, that's cool. Yeah, well, it's good to know because I'm I'm actually looking personally into a LinkedIn strategy for myself on LinkedIn. And so I was looking for any tips or tricks you have there on, you know, approaching your content with keywords in mind.
00:24:53:10 - 00:25:07:02
Speaker 2
Yeah. So I do use a lot of customer insights, which I mean I think is one of the best SEO strategies you can use. So I'll use real client feedback, real prospect questions and just answer them in LinkedIn.
00:25:07:22 - 00:25:34:04
Speaker 1
I love it. That's cool. Yeah. One thing I just gave a lecture over at a local university and I did it a digital marketing department, and I did it mainly just to document my kind of thesis on like my why or my, my thesis about marketing and where it's headed. And, and the, the long and the short of it is that I think all companies should become publishers.
00:25:35:05 - 00:25:46:10
Speaker 1
And I'm really saying they should come off of advertising and become publishers more as a priority. Now, advertising always it's always going to have its place and it's an amplification lever to pull.
00:25:46:16 - 00:25:47:09
Speaker 2
Yes.
00:25:47:09 - 00:26:17:03
Speaker 1
But publishing when you get into it is not just, you know, printing a blog post or a book or a podcast or whatever. It's all of those things. But it also is engaging with post on LinkedIn and writing an insightful comment. You know, something that is actually adding value to the thread, you know, things like that. And and I think the whole kind of full circle loop of the thesis is that we need to create by publishing allows us to create feedback loops.
00:26:17:12 - 00:26:36:18
Speaker 1
So to your point of customer insights, I mean, I really think that feedback loops wherever you can create them, even if they're in their that one comment on that one thread that, you know, it cycles. I think that is where you do have the rich ness of what to do next.
00:26:37:14 - 00:26:57:16
Speaker 2
Yes. Could not could not agree more. Absolutely. And honestly, just responding. I think a lot of people missed the opportunity to respond to people on their own posts. Like you should be responding thoughtfully to every single person who comments on one of your posts because that's such valuable feedback.
00:26:58:06 - 00:27:15:01
Speaker 1
And I think on the personal side, it goes back to what I was saying before, that you're very personable, you know, and I think when you respond like a real human, where if someone says something that is a little bit jarring, you call them out on it. Or if they say something that's funny, you laugh, you know? Yeah.
00:27:15:12 - 00:27:22:14
Speaker 1
I mean, it's such a concept that we would be a human with other humans, you know, socially on a social platform.
00:27:24:01 - 00:27:44:23
Speaker 2
Yeah, exactly. Yeah. That's really funny. You said that one of my really good friends in our industrial marketing live community commented on one of my posts and said something funny like, I don't know what a smile is. And at this point it's like almost too late for me to ask without being embarrassed. And I think I responded like sushi master expert or something.
00:27:44:23 - 00:27:47:03
Speaker 1
Yeah, yeah, that's it. That's what it.
00:27:47:03 - 00:27:47:19
Speaker 2
Is. Yeah.
00:27:48:12 - 00:27:54:18
Speaker 1
And you get, you get the white codes printed up with the little smile on there and the chef.
00:27:54:18 - 00:27:55:09
Speaker 2
Exactly.
00:27:55:17 - 00:28:22:10
Speaker 1
You're getting the knives. There was one of the thing that I wanted to just throw it out to you, because obviously you guys are in the business of educating marketers. I think it's so it's just wonderfully psychotic where we're at right now with marketers and all of these stupid terms that they keep coming up with. I mean, it's like it's like a meme at this point.
00:28:22:10 - 00:28:45:06
Speaker 1
And I think there's so many marketers that get caught up in. Here's another way to describe marketing, and I don't know what it is, so I must not know marketing. Yes, I'm kind of getting fed up with the whole thing, you know, and I'm on LinkedIn. There's so many way, like so many terms and people will throw these new terms out there and they'll act like, Oh, this has been around since the beginning of time, and why don't you know what it is?
00:28:45:18 - 00:28:46:03
Speaker 2
Right.
00:28:46:21 - 00:28:54:02
Speaker 1
I think it's it's unbelievably it's just getting it's just getting too much. And I'm I'm interested to hear from your side, like, if you're seeing that.
00:28:54:05 - 00:29:11:19
Speaker 2
Oh, absolutely. We it happens more so. We were talking about, you know, the spectrum of clients that girl. And we have the ones where we are their marketing department or we work really closely with their internal team. And the internal team is the one that's usually the source of the Hey, should we try ABM like we're doing enough SEO?
00:29:12:02 - 00:29:28:05
Speaker 2
You know, it looks like, like casually throwing out acronyms and you know, it's usually just asking thoughtful, probing questions from that perspective of a consultant or someone who's trying to educate, it's like, okay, what do you mean by ABM?
00:29:28:05 - 00:29:30:08
Speaker 1
If you can define ABM, we can do it.
00:29:30:15 - 00:29:32:11
Speaker 2
Yeah, yeah, exactly.
00:29:33:00 - 00:29:37:19
Speaker 1
Well, I can't. Okay, so let's take a step back.
00:29:37:19 - 00:29:42:15
Speaker 2
Why do we think we need to do ABM right? Yeah.
00:29:44:12 - 00:29:50:07
Speaker 1
I could. I would see that ABM would be a good strategy, by the way, in the industrial marketing space. I think that that that would be a good approach.
00:29:50:19 - 00:29:51:11
Speaker 2
Proactively.
00:29:51:12 - 00:29:52:10
Speaker 1
Or thinking about it.
00:29:52:19 - 00:30:04:12
Speaker 2
Yeah, we have a lot of customers who just have like their target to our total addressable markets are just so tiny. So like really in account based marketing play is the only one they can do for sure. Yeah.
00:30:05:20 - 00:30:17:13
Speaker 1
Yeah, I'm, I'm over it. Every time I can get on LinkedIn, I see a new term and I hate it for all the marketers that haven't been around long enough to be able to say, wait, like this, this is the same thing, is that you're just calling it something different.
00:30:18:09 - 00:30:34:15
Speaker 2
Oh, man, I was just talking about this with one of my other marketing friends, and we were we were totally saying, like, LinkedIn is becoming such an echo chamber. And in some ways it's really great because they get to meet people like you and like we have these podcasts, but in a lot of ways it kind of defeats the original purpose.
00:30:34:15 - 00:30:47:18
Speaker 2
I went on the platform, which is to further my knowledge about marketing and even sales to a certain extent, because they're in such close alignment. And it just I'm not finding the value that I once found on a daily basis.
00:30:47:22 - 00:30:54:00
Speaker 1
Yeah, yeah, I agree. It's like to the point where I want to get T-shirts made, you know, let's say like, yeah.
00:30:54:00 - 00:30:56:04
Speaker 2
And you know, it's like, yeah.
00:30:56:15 - 00:31:08:08
Speaker 1
Yeah, I think we need to start a coup or something. Something we like when we identify stuff we need to flag. Yes, I, I don't know if I'd have enough power on LinkedIn to do that, but somebody's got to.
00:31:08:22 - 00:31:09:20
Speaker 2
Maybe Chris Walker.
00:31:10:17 - 00:31:28:22
Speaker 1
Yeah, maybe. Well, now that you mention it, no, we're not going to go down that. Oh, well, it's been great talking with you. Thank you so much for coming on. And I will definitely have you back in the future.
00:31:28:22 - 00:31:30:06
Speaker 2
That would be awesome. We would love to.
00:31:31:03 - 00:31:48:00
Speaker 1
All right. If anybody wants to find Mary, I will put all the links and everything down in the description to her agency and to her LinkedIn and everything. Go there. She's got a lot of great content, especially if you are a B2B industrial marketer who is learning what's the name of your life?
00:31:48:00 - 00:31:49:13
Speaker 2
Industrial marketing live.
00:31:50:00 - 00:31:51:09
Speaker 1
Okay. And is that on LinkedIn?
00:31:52:07 - 00:32:00:02
Speaker 2
It's not on LinkedIn. I have it in like my little profile. But if you on the we own the URL too. So just industrial marketing Lidcombe. Perfect. Yep.
00:32:00:20 - 00:32:01:21
Speaker 1
Awesome, awesome people there.
00:32:02:06 - 00:32:02:14
Speaker 2
Nice.
00:32:03:00 - 00:32:03:15
Speaker 1
Thanks a lot.
00:32:04:04 - 00:32:05:05
Speaker 2
Thank you, Lee. Appreciate it.
00:32:05:11 - 00:32:26:18
Speaker 1
All right. Thank you. Thanks for listening to the Exploring Growth podcast. If you are getting any kind of value out of this, please feel free to share this with a colleague up here a friend, a neighbor, a stranger, anyone. We want to get this out to as many B2B mid-market B2C growth leaders as possible so they can get value as well.
00:32:26:18 - 00:32:34:14
Speaker 1
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