Luana Andrade – Marketing Agencies and Growing Businesses
In this inaugural sixth episode, Lee interviews Luana Andrade, Partnership Manager for Pinchforth. They discuss the role a marketing agency plays in a growing business and working directly with clients. Luana brings in depth insight over her time working in marketing and her ideas on community and media.
Have a guest recommendation, a question or just want to connect? Go here: https://www.harvardmurray.com/explori...
00:50:13:01 - 00:50:32:17
Lee Murray
Welcome back to the Explorer and Growth podcast. I'm so glad you're here. I just had an amazing conversation with an agency colleague, LinkedIn friend Luana Andrade, a and she is the partnerships manager at Pinch for Marketing Agency. You're really going to enjoy this one. Hey, Luana, how are you?
00:50:32:19 - 00:50:35:05
Luana Andrade
I'm doing amazing. Very excited to be here.
00:50:36:10 - 00:51:04:12
Lee Murray
Good. Thanks for being here. Let me give you a quick intro and I want to jump right back into our discussions we've been having, because I think it's going to be very valuable for our audience. So I met with one on LinkedIn in the comment section of a post and was intrigued that what her agency was doing. So I dug a little deeper, you know, as it goes with meeting people on LinkedIn and we got a really good conversation going about her company pitch forth and all that.
00:51:04:12 - 00:51:31:23
Lee Murray
Her kind of explain more about that here in a second. Luana Andrade is a partnerships manager for Pitch Forth, and she works with consultants, clients directly, helping them with a number of deliverables like an agency would, and. And anyways, so she invited me on to do an interview with her company and they wrote a blog article. You could find it out there somewhere on the current state of media and among other topics.
00:51:32:07 - 00:52:01:12
Lee Murray
And that was a lot of fun. And since then we've been kind of periodically having these deep discussions about community media and other topics through DM on LinkedIn. And so I said, Hey, just make sense, let's bring your own here. I think that's such an interesting perspective. A lot of small and mid-sized companies are using agencies to some degree, and I think a lot of them don't really know, you know, best practices and when an agency should be brought in and how they should utilize so that's why we have a little on it here.
00:52:01:12 - 00:52:04:14
Lee Murray
I'm super excited to chat with her, so welcome.
00:52:04:14 - 00:52:22:19
Luana Andrade
Luana Yeah, I'm so excited to be here. Like you said, we've been talking over on Wikipedia and when you first brought up the idea of this podcast, I was like, Oh my God, I need to listen to this. So when you invited me and I was like, That's amazing. I was like, already a fan before I even started.
00:52:22:19 - 00:52:25:09
Luana Andrade
So being here is a place. I really appreciate it.
00:52:25:22 - 00:52:31:06
Lee Murray
I love it. I love it. Yes. Let's jump into it. Go. Yeah, yeah. What's up.
00:52:33:02 - 00:52:35:24
Luana Andrade
Now? Yeah, what's up? I was just going to say something about being sure.
00:52:37:04 - 00:52:39:11
Lee Murray
Oh, yeah, that's. That was my question. Let's go for it.
00:52:41:08 - 00:53:06:05
Luana Andrade
Yeah. So before, is digital marketing execution there? Yes. And people, whenever I say, you start to use it usually for like, so what are you a digital marketing agency? And yes, in terms of the services that we provide, we do provide the services that any regular marketing agency will do. The difference is that we focus on execution, meaning we are the muscles, not the head.
00:53:06:13 - 00:53:28:07
Luana Andrade
That's what I always tell people. So we figure out that there's a lot of really smart people there and that companies usually have already a CMO or even the business owners and CIOs itself have a pretty good idea of who they are and what they want to do and are usually they have a strategist or a consultant working with them that has a really good idea of what they want to do.
00:53:28:11 - 00:53:48:14
Luana Andrade
They just don't have the bandwidth traffic on it, and that's where we come in instead of, you know, trying to do everything ourselves from the strategizing part to this know, we just focus on getting people's idea out of the paper and making it into a reality. And that's what we do. We are the muscles. We just come in and get things done.
00:53:50:11 - 00:54:06:15
Lee Murray
I love it. I love it. And it's a great you know, we've already kind of got kicked off to a good relationship because as you can see and as you pointed out prior to our jumping on here, I'm an idea guy, right? Like I, you know, I bring the ideas and then we need people who know how to execute.
00:54:06:15 - 00:54:27:17
Lee Murray
So so I'm super excited about this discussion. Let's start with this this concept of like what's the role that you think that an agency should play inside of a growing business? I'm interested to see from your perspective, I mean, I know I have my ideas, but from your perspective, like where does an agency like the execution part? Right, where does that fit in?
00:54:27:17 - 00:54:31:22
Lee Murray
Is the right a certain right timing or let's let's chat about that.
00:54:33:04 - 00:54:57:18
Luana Andrade
Yeah. So if you asked me that question two years ago before the pandemic, I would say that marketing is is supposed to come in when a business is already growing and successful and has a good idea of what they want to do and just have that kind of scale. This is actually I already have. And that's not because I don't think that startups and small businesses could have any use for us.
00:54:57:18 - 00:55:23:06
Luana Andrade
But because before the pandemic it was really hard to make them understand that they needed us. So we kind of just focused on businesses that were already established because they had a pretty good notion of what we could offer them. But since the pandemic started and everyone had to suddenly move into these, so you had to learn how to deal with that word and suddenly had to compete with everyone in the planet at once.
00:55:23:16 - 00:55:42:18
Luana Andrade
It became free and then to them that they needed extra hands and that they needed someone who had a good notion of the digital world to guide them to everything, to help them put the passion in your life. So nowadays what I would say is that digital marketing agents role is to be kind of the Google translator of businesses.
00:55:43:01 - 00:56:08:02
Luana Andrade
What we have do is help translate someone's passion product and culture into something that will resonate with whoever they want to connect with. And that's that's where I tell people that I do. I just translate things for people. I get my knowledge and I get your passion. I put it together and then we find a way to connect with whoever you're trying to connect.
00:56:08:02 - 00:56:34:02
Lee Murray
I love that. Yeah, and that makes so much sense, especially from my side where I'm sitting in, you know, setting, setting strategy and systems, you know, from the systems side. I mean, I know I am talking to you and your team that you guys do have strategic mind, right? Like it's not that you guys don't think strategically, it's just that's not one of your offerings primarily, right?
00:56:34:09 - 00:57:03:10
Lee Murray
So that's really cool because you know, when if a company does have a strategist or they have an internal marketing director that is, you know, trying to roll out the, you know, the marketing campaigns around the vision of the owner or the CEO. They they they need some help to, like you said, translate what it is that they're trying to accomplish with their audience to the technical how to execution part.
00:57:03:10 - 00:57:35:07
Lee Murray
So, you know, it's very critical because you can sit in the boardroom or, you know, in your office all day long and talk about strategy. But how it actually gets executed is where you're what you're going to be looking at when you're trying to optimize. So I'm curious, though, if you if all the companies you guys have worked with, where would you say like, you know, is there is there a pinpoint time where it's the best time for a company to bring you in on the executions execution side?
00:57:35:07 - 00:57:53:17
Lee Murray
I mean, it's there's so many ways to slice how a company is set up and their path to growth and, you know, their team size and all of that. I'm curious if there's a time that is that they should be thinking about sooner or later or how what do you think?
00:57:53:17 - 00:58:18:05
Luana Andrade
Yeah, I think the first thing they should focus on is, of course, the strategy. So bringing someone like you who can do all the thinking, understand what they're trying to achieve and how would be a good way to achieve it. And then once they have that locked in and some companies will be able to achieve that on week one because they just have a really good notion of who they want to be and what they want to do.
00:58:18:10 - 00:58:45:14
Luana Andrade
But some companies, it will take a year. They'll have to do a lot of product research and customer research, so etc. like a time or moment. I would say it's way, you know, your strategy when you know who you are and what you want to bring into the plan. And then I would say bringing on the ideas to help you get those ideas out of the paper and tell you how, like you said, basically how to implement that into a like an email marketing campaign.
00:58:45:21 - 00:59:18:10
Luana Andrade
So Bay, whatever it is, the channel that you're going to use, I think that's the best moment when you know who you want to be. So I would say the first focus should be getting a really good ally on your side, a really good strategy use consultant that will help you feel solid. They you know that passion. It's a really nice package that you can solve then once you have that figured out, bringing on the who can help you get those five out of the door and the people's house most definitely.
00:59:18:10 - 00:59:42:02
Lee Murray
You know and we've talked you and I have talked a lot about Google ads and paid media. And that's what comes to mind when you're talking about this. Because I think if I've I've just I've been brought in to companies so many times where they're they're looking at the tactic. Right. And they're saying, my Google ad campaign is not running.
00:59:42:09 - 01:00:01:19
Lee Murray
Well, we're we're wasting money. And it's true. Right. Or Facebook ads or whatever it may be, just kind of singling out the paid media side of it. And it's because they they well, a lot of times it's because they haven't thought through the strategy, you know, deploying their business model into them, go to marketing campaigns like all the campaigns.
01:00:03:11 - 01:00:29:13
Lee Murray
But, you know, execution is such a big part of it that I think that they a lot of times don't know how to execute on a Google ad campaign. So let's say they had the strategy together, but they're trying to do it internally to save money. Well, in fact, they're losing a lot of money, right? I mean, I've seen companies lose tens of thousands of dollars over the short periods of time running Google ads and not getting very much traction.
01:00:29:13 - 01:00:54:15
Lee Murray
So I don't know. That's something we've talked about. You guys do really well. And looking at that objectively, all the data and everything, you have to have someone that does that every day, you know, toe to toe, sit in front of that account and look at it. Otherwise, it's going to be a small, leaky drip, you know, off the faucet of money or it's going to be a completely, you know, wide open tap.
01:00:54:21 - 01:01:18:02
Lee Murray
Either way, you're going to be losing money. So I couldn't agree more. I think, you know, once you kind of have your thoughts together on how you're actually going to deploy your product or service in front of your audience, I think that's when you need to start talking to someone to execute well.
01:01:18:02 - 01:01:43:21
Luana Andrade
Exactly. And in what you just described, there is actually the perfect dynamic in how you site teams. And I'll take teams to work together. I think from my experience being on both sides, being the agents and being a client of a league is I can see that when you get really good results is when each party realizes that the other side is an asset in a competition.
01:01:44:06 - 01:02:21:12
Luana Andrade
So when the outside agents realizes that the inside team is the best resource to getting to know the company, getting to know the problem, getting to know the customers, getting to know what they're trying to build. And the inside team realizes that the agency is the best resource to understand how the technical side goes, because, you know, the outside see that they daily with several industries, with several channels, they have all the expertize and the inside team is 24/7 involved with the product, with the company, with the culture, with everything they're trying to build.
01:02:21:13 - 01:02:44:14
Luana Andrade
So when each party understands that the are assets and not competitors, because sometimes the agents will be like if the internal team can do things by themselves, they will fire us and they like like if the outside does it better than we do, then we get to lose our jobs. But if you put your ego in front of it, then the company is not going to grow.
01:02:44:14 - 01:03:04:01
Luana Andrade
And that's a fact. That's right. But when you realize that you can leverage each other's strengths and actually combine those strengths to generate better results, then that's a Q Are you going to hit your goals? You're going to double your goals. You're going to have real performance being generated all the time just because you're focusing on what you do best.
01:03:04:01 - 01:03:14:12
Luana Andrade
It's each side is focusing on what they do best, and then getting that together into this nice little plan will always bring you the results.
01:03:14:12 - 01:03:45:03
Lee Murray
Yeah. You know, in what? Into your title. Like, the word partnership comes up in my mind as you're talking about this. It's the best way to describe what you're talking about. And I think that a lot of companies I know that I see they don't have a true partnership with the agency either they're working with. Right. Because the agency I put it on the agency, the agency is not coming to them and setting leading them, setting them in the right way.
01:03:46:10 - 01:04:06:22
Lee Murray
I think a lot of times that's what it is. But, you know, for owners and CEOs and marketers are listening to this, you have to understand that I think a lot of agencies don't understand how to lead the client. And so you have to lead them. You have to say, okay, we want this to be a partnership. We we know our strengths.
01:04:07:02 - 01:04:37:05
Lee Murray
We want to know what your strengths are. Let's really get all this out on the table so we know who's doing what and how it's all going to come together, right? I see it all the time where an agency will basically be doing, you know, delivery work, where it's just order taking. You know, they'll deliver a video or they deliver a marketing, you know, graphic or they'll be doing the the work of creatives, you know, or the or even the work of paid media.
01:04:37:05 - 01:04:59:03
Lee Murray
But they're really just sort of pulling levers. They're not there's no strategy behind it. There's no partnership thinking. So, you know, to me, I think the partnership aspect is is super important to for a company to be thinking about how they're approaching an agency. And any agencies that are listening, you know, you should be leading your clients, right?
01:04:59:03 - 01:05:22:16
Lee Murray
You should be looking at their business, understanding their business. Oh, I'm I had a client not too long ago and they had an agency working for them doing, you know, kind of just surface level delivery work. And they're like, you know, they're talking to me and, you know, kind of, you know, open to me and saying, we they do good work in terms of like graphic design and the practitioner type of work.
01:05:23:07 - 01:05:41:17
Lee Murray
But I really think that they understand what we do. I don't think they get our business. And what they were really saying is they don't understand the message. Like our business, we were lost and we need to have a better message. So we connect with our audience. That's where they were at that time in our agency is not doing that for us.
01:05:42:00 - 01:06:13:13
Lee Murray
And to me that's the partnership part. Like the agencies should be digging and doing research and understanding that that product, that service, that company, the culture, everything and and if there is or isn't strategy there one or another, they're they're bringing that sort of strategic mind to lead that client, you know. So I think that partnership is a huge thing and it's probably over said but but you know people listening to that have agencies right now that are not not living up to what they thought it was going to be that's what they're thinking.
01:06:13:13 - 01:06:16:24
Lee Murray
There's no partnership here.
01:06:16:24 - 01:06:37:19
Luana Andrade
Exactly. And and I think that's like any relationship communication is key. So you should be communicating with your partner, your clients, however you want to call it. You should be talking to them and being very open and being honest, being vulnerable and being like, Hey, I know that, you know, this product and this brand, by the way, anyone.
01:06:37:19 - 01:06:59:08
Luana Andrade
So please share it with me. Please tell me and teach me how I can, you know, have as much passion about this brand as you have. Because if I can figure that out and if I can figure out why you are so in love with your brand, I can help you make others figure that out. And that's the conversation that should be happening on day one.
01:06:59:09 - 01:07:25:24
Luana Andrade
We should be talking a lot about goals but about, you know, more of a holistic warby look what we want people to feel when they see your brand while they want to, you know, when they hear your name, what do they want them to think and understand the passion that people are trying to to convey. And then once you figure that out, then the technical part is easy because you love what you're trying to build.
01:07:25:24 - 01:07:29:01
Luana Andrade
You know what you're trying to to share with others.
01:07:29:20 - 01:08:03:13
Lee Murray
I mean, if if an agency took the time to understand a product or service and then they could they could critically think about that and say, okay, well, that's for this particular audience. And then when you actually run the campaign, this is where the true partnership comes in, you get results back, you know, good or bad. Then they should be able to look at those with a critical eye and say, you know, I think that the reason why this didn't do as well is because if we have our audience in mind, we said it this way, and I think what they're really thinking is this.
01:08:03:18 - 01:08:21:00
Lee Murray
So if we change the messaging or change the headline or whatever it may be, the copy, the creative, I think it might strike them in a different way if we do it this way. Right. And that's the feedback, just those simple things. That's what the clients looking for.
01:08:21:00 - 01:08:47:10
Luana Andrade
Exactly. And I think that's the biggest mistake that companies and the agencies make is that company owners and followers and you know, when you create a company, you have an idea in mind that you are usually passionate about something specific and you are trying to share that with others. But a lot of times how the customer sees it is different than what you think they are.
01:08:47:11 - 01:09:15:20
Luana Andrade
They they are seeing. So they try to kind of push their message into people without realizing that what they are looking for is something else. So I think if I could change, you know, business owners and CEOs mind about something, I would say I understand your passion, but let's take a step back and actually talk to customers and understand their vision.
01:09:16:06 - 01:09:37:18
Luana Andrade
And then let's find a middle ground where, you know, the company culture can be our own, your passion, but at the same time connect with your inspiration, expression others in what they are trying to buy. Because sometimes you know, a lot of products are sold that first as something and then companies quickly realize that people are buying them because of something else.
01:09:38:04 - 01:10:02:14
Luana Andrade
And the quicker you understand why the customer is buying it, the quicker you can, you know, address your message, address your marketing campaigns. I just every day two feet as likely. Well, the customer wants it wants to find that sweet spot, which is what they want. Then, you know, just go home, become that up and be happy. You have a business that you want.
01:10:03:12 - 01:10:07:24
Lee Murray
Because be happy because your business is growing right?
01:10:07:24 - 01:10:12:04
Luana Andrade
Exactly. Is complaining because they don't use your copy.
01:10:12:17 - 01:10:36:21
Lee Murray
Yes, exactly. You know, it makes me think of something I always tell my clients. And how do you achieve messaging? Because messaging is such a critical component to your marketing campaigns. It's like the bridge between brand and brand and vision. But you have like you're talking about their passion and the need or problem that you're trying to solve because they don't care about you and your company.
01:10:36:21 - 01:10:53:11
Lee Murray
Right? I mean, think of any company like you don't really care about that company, but you start to care more when they start talking about your need or your problem that you know that you actually have and you want to solve. And then when you see that they have a vision for not only doing that, but taking you to a level that you hadn't thought about before.
01:10:53:20 - 01:11:19:18
Lee Murray
That's the vision of the company. That's where they really care and that's where the messaging, their messaging comes sandwiched between those two things that, you know, problem solving and vision of the company. You think of all the different types of companies of all sizes, and you see that the companies that have vision but also understand the need are winning and they're being able to translate that or communicate that express in their messaging.
01:11:20:08 - 01:11:41:18
Lee Murray
So I'm interested now let's switch gears a little bit because we feel like we're kind of hating on agencies a little bit, you know, I mean, be clear. Like your agency does care. I mean, you want to have a partnership with your with your clients. But I have seen a lot of these are not. But let's be off the agency for a minute and think about the inside team.
01:11:41:18 - 01:12:04:10
Lee Murray
Right. What can insight inside of teams do better? And I'm asking you sort of like from an agencies perspective, obviously, the agency has to come over to their side and understand their product and their audience and all that. It's actually well, but what can a an inside team do better when they're working with an agency?
01:12:04:10 - 01:12:27:09
Luana Andrade
Yeah, I think the first thing is think of the ages as a male, I love someone. Like I said, lose your job or not so long that you're just paying for results. Because a lot of times what I see is inside teams will be like, okay, we paid them to do this, let them do it. And then they're like, disappear.
01:12:27:09 - 01:12:47:08
Luana Andrade
And they'll just come back like one month later to see results. Yes. Yeah. And they'll be like, what are the results? But what they do understand is we need your guidance. If you don't provide us the information we need, you don't provide us with the guidance we need because you are the expert on the brand. You were the expert on that product.
01:12:47:22 - 01:13:12:07
Luana Andrade
You should be our number one resource. So if you are not there to be that resource, then you can't actually, you know, complain that we didn't figure out your message correctly because you should be the one providing me with that information. So the more that the psyche can work as a partner, the best in that is from day one you were like, Hey, this is what we understand.
01:13:12:07 - 01:13:39:00
Luana Andrade
This is what we do great. This is what our team excels at and this is where we need help the best. The rule is to work because the agents will now have a clear vision of where they need to support you and where they can leave you. The how along because of the job. And then instead of wasting your time and bother you with things that you already are good, that they'll just focus on, give you that extra hand and give you the support that you actually need.
01:13:39:10 - 01:14:04:19
Luana Andrade
So the more open the more honest, and the more a partner you can be, the best outcome will be. So like you said, it's a relationship. Oh, we got it. It's a two way street, but it needs work. Of course, that's our job. But I need your guidance. If I can't have your guidance, then you know you can't complain that I didn't get your message right because you didn't tell me.
01:14:05:02 - 01:14:14:23
Luana Andrade
I can't. We don't remind guys. I know that you think that because we have the data, because we have analytics, we read minds. But that's not how it happens. Of course, that's.
01:14:14:23 - 01:14:15:19
Lee Murray
Not The Matrix.
01:14:17:14 - 01:14:18:10
Luana Andrade
Exactly.
01:14:19:05 - 01:14:51:16
Lee Murray
Yeah, I couldn't agree more. And, you know, it brings to mind this a very critical component of any marketing strategy. And then as you're executing in through your campaign and that's a subject matter expert inside your company. Right. It's more critical today than ever because we're moving rapidly into communities and, you know, these kind of places where it's it's it's hard to to really track what where where people are sending this sharing content.
01:14:51:16 - 01:15:11:20
Lee Murray
But so on the internal, internal side, I think that if they brought a subject matter expert or two and I think for smaller companies this could be the owner if they started the company or it could be the right hand person that, you know, maybe isn't part of marketing and sales, but they just know the product inside and out.
01:15:12:13 - 01:15:46:09
Lee Murray
Having that person for an hour every week or every couple of weeks or whatever in a marketing meeting and having the marketing internal team in the agency all on all on the phone, right. And saying, okay, here's, here's what we're trying to communicate to our audience and having the product person there to validate that. Yes. In fact, that that is true or, you know, you should think about this because we were just dealing with the customer yesterday and they did X and they didn't like the product, did what it did.
01:15:47:06 - 01:16:11:04
Lee Murray
So, you know, let's communicate that so that feedback loop will make your messaging so much more robust. But it takes having those other people in your in your internal team that are knowledgeable. And so you're not just marketing, you know, you're not just putting a marketing spin on something. You're you're actually talking about it intelligently to the audience.
01:16:11:04 - 01:16:16:00
Lee Murray
And they're basically like, hey, they get us.
01:16:16:00 - 01:16:38:19
Luana Andrade
Yeah, I would say, you know, bring your best sales rep. Let me understand why you're so good. Why is the message that they are selling that is making such an impact on all those? Bring me our lead developer. If you are selling a hardware or, you know, a software, let me understand what he sees. What are the issues that the customers keep telling him?
01:16:39:01 - 01:17:07:11
Luana Andrade
What are the issues he's having when developing, why things are made a certain way? Let me understand you. And I guarantee if you are honest and open with me, I'll do a good job at marketing because I'll understand you. And when I understand you, I understand your message and I can make it very clear to others. So yeah, I'll definitely say bring your team, will be friends, will have coffee and will be great and nice.
01:17:07:16 - 01:17:36:19
Lee Murray
But yeah, the sales, the sales rep, you know, approach is an amazing, practical but effective way of going about it. Because if you have successful reps that really know the product and the customers are there on the front lines, they have objections they're getting. So you can address those in your content, you know, in your messaging. That's the kind of thing if if all those people in the same room consistently having this conversation, it's going to work, right?
01:17:37:16 - 01:18:01:01
Lee Murray
And then, you know, thinking about the execution part, maybe even to the optimization side of it, like, okay, you've run that first campaign or 10th campaign and you're optimizing toward a better result for whatever it may be. And I'm interested to see like from that perspective, what do you see as far as mistakes that companies make with their marketing?
01:18:01:01 - 01:18:17:20
Lee Murray
Right. Like what mistakes are they making on the execution side that maybe you guys can step in and help them with our handle or even when you're working with them? What are some of those typical practical things that they just fail at?
01:18:17:20 - 01:18:47:02
Luana Andrade
Yeah, I would say that, number one, they and it's something that we constantly have to try to find workarounds is so actually when we are doing lead generation types of B2B generation for our clients, we have an issue where the clients will say, oh, we need 100 numbers. Let's say we'll give them those 100 numbers and then their sales team will go back and say, Oh, those are not good, but they haven't called a single one of them to actually figure out if.
01:18:47:02 - 01:19:12:23
Luana Andrade
And that unfortunately happens more often than not and usually happens with really big companies. Small companies like it's the CEO, it's his life. So you go on the phone and call those people right away. That's right. That's right. But big company's sales teams, especially because sales teams feel like marketing teams are kind of against them. And the marketing will blame the sales team.
01:19:12:23 - 01:19:41:12
Luana Andrade
The sales team will win the marketing team. And because of that, whenever the marketing team generates leads to them, they usually go on to use it. They want to use their own so they can say, Hey, the marketing leads don't work, but always do. But if you can't create a culture in your company where sales and marketing are the same thing and they all just out to support each other, you have something like the sales rep who all those people who go back to the marketing team and say, Hey, I called them.
01:19:41:13 - 01:20:06:05
Luana Andrade
These are the objections I'm getting. And then the marketing team will be like, okay, our next gen company, we to address those objections and then the sales team will be like, Great, this time I didn't have those objections, so it was easier to connect with those people. But I'm having these issues and they'll be now create the circle where the marketing team will be constantly optimizing based on the sales team feedback.
01:20:06:14 - 01:20:32:24
Luana Andrade
The sales team will be constantly optimizing their results because they are feeding the marketing campaigns, and that's the that's the number one issue we always face is literally having a sales team don't want to work with marketing teams. That's no fun at the end of the day, it's unfortunately yeah, it's insane. Any time that we have those things, you're like, Do we have a call with your sales team?
01:20:33:07 - 01:21:01:17
Luana Andrade
You just like try to talk to them and make them understand that, like you said, leave the conversation that we are partners or enemies and be like, Hey guys, if you can help us, the whole point is that we'll be able to help you get better results because at the end of the day, I'll be doing my job, I'll get you the leads, but you'll be summarizing the company's results and at the end of the day, we'll both be out of jobs because the company will fail.
01:21:02:13 - 01:21:03:13
Lee Murray
So what you're saying.
01:21:04:08 - 01:21:04:13
Luana Andrade
So.
01:21:04:14 - 01:21:28:17
Lee Murray
Saying is that you it just comes down to simple communication, right? And it's like I was actually read an article about a a software company the other day and they were talking about how their teams work together and internal marketing and sales teams. And they have all of their they're a smaller company, right? Well, I'm probably a mid-sized company.
01:21:28:17 - 01:21:55:10
Lee Murray
Right. And they have maybe, I don't know, four or five salespeople and a marketing team of like 6 to 8. And they all work in the same room physically. And if they're not able to be there physically, they will be remotely accessible by whatever teams or GM or whatever they use. But the point is to say, okay, we're basically all on the same team, we're not separate, okay?
01:21:55:10 - 01:22:26:23
Lee Murray
And we're all going to meet together. We're all going to go have lunch together. We're all going to like basically be pretty much on the same team. So we're forced to communicate because we're communicating about everything. And I think the obviously the physical virtual thing is something everyone's working through or working around depending on your company. But I think the serendipity of that where I mean to get very in my new you have a salesperson and he's on the phone let's say on a zoom call with Prospect.
01:22:27:07 - 01:22:48:22
Lee Murray
And they are saying what they're saying and they're getting feedback from that person in the marketer's overhearing that conversation. I mean, it's you can't really do that every day because it's not productive to be doing, you know, on every sales call. But essentially they're on the sales call with them and they're picking up things and they're while they're working on building campaigns.
01:22:48:22 - 01:23:10:09
Lee Murray
So I mean, to me, I think that's the best picture of an internal team working together and communicating is where you're sharing that entire responsibility together. And the other thing they said, too, is that they all drive, all their goals are driven towards revenue. So it's not like marketing is driving the sales and sales drive into revenue. They're all driving towards the same goal.
01:23:10:09 - 01:23:34:13
Lee Murray
So I think it's super interesting when you when you frame it like that and you stop to stop having this sort of divisive nature between the roles, I think it works better, you know, I mean, we're in a weird spot right now where we're I think companies are redefining and redefining, redefining roles in both sales and marketing by a lot and sales.
01:23:34:23 - 01:23:53:17
Lee Murray
And I think that we're going to end up finding some kind of discipline or some kind of skill that is a hybrid more than not. Right. Like I think about it almost like you go to a Chick fil A or you go to, I don't know, maybe just a restaurant, probably a good example. And they're all cross-trained, right?
01:23:53:17 - 01:24:16:17
Lee Murray
You can go in and you stand at the counter there and if someone's doing drive thru is the only person there, they can come over and take your order or someone's refilling drinks. They can take your exact turn on how to take your order. And I kind of look at it similarly. It's not the same, but for sales and marketing marketers need to sort of be trained on sales to some degree because they can take inbound leads right away, right.
01:24:16:18 - 01:24:40:24
Lee Murray
And do something with them while they're in the process doing what they're doing. And sales need to be trained with a marketing mind. You know, being like, this is something I need to send right over to create a piece of content about. Because we could, we could generate this content in 24 hours, put it out on LinkedIn, then I can share it with the prospect and say, you know, we were talking about this yesterday and we wrote this article and thought you might want to read it.
01:24:40:24 - 01:24:54:14
Lee Murray
I mean, that kind of feedback loop is amazing. And I think from the from the client or the audience side, seeing that is impressive. So yeah, you know, I think communication is so important. I agree.
01:24:55:21 - 01:25:32:23
Luana Andrade
And I'll go even further. I think that, you know, product development, customer success, marketing and sales should be all in the same room because the more those channels communicate, the better the results will be. Imagine that the loop. Imagine our Customer Success Rep getting our feedback from a client sharing with sales. Hey, people who bought us are complaining about this, so this is something to worry about in sharing with the product development team and being like, Hey, I got this feedback before, I'm not having any of this, so let's release on the next update note.
01:25:33:01 - 01:25:59:04
Luana Andrade
Let's put on there, see, hey, we don't have this. We see that you guys suffer with this. And then marketing is looking at all of that and being like, You know what, let's create some content teaching people about how they can use the app so they don't have those problems and more. Let's create marketing materials that we can use to say people that we listen to them and that we keep evolving based on their feedback.
01:25:59:04 - 01:26:23:11
Luana Andrade
Like if those four people can be in the same room and just share the information, imagine the power that a company can have, like you literally can phone thing right away and imagine as a customer to like the company listens to me and then we add coming back to it like, hey, I actually listened to what you said.
01:26:23:11 - 01:26:42:09
Luana Andrade
I would just laugh with that company. Oh, yes. Become exactly. I'll become I'll become obsessed with that company. I would share my LinkedIn and be like, guys, these guys last week, they already took action on that. That's right so imagine the power of just communicating.
01:26:43:02 - 01:27:07:07
Lee Murray
It's true. And that filters back up to the culture that you're building internally and the brand you're building externally. It all plays together in that that loop of communications. Really interesting. All right. So we're going to start winding this down here now. So I wanted to get from you before I let you go. What resources would you extend to the audience?
01:27:07:22 - 01:27:19:05
Lee Murray
You know, where can they go to? They're learning about growth, right. And they want to think about it from an agency perspective. What kind of books do you read, podcasts you listen to, etc.?
01:27:19:05 - 01:27:47:17
Luana Andrade
Yeah, I would actually say do exactly what I did, which what I recommend is going to be find people likely literally message them and be like, I think you're doing amazing work and I'll also learn more about what you're doing and talk to them. I mean, I'm literally Brazil right now in this conversation. We have this we have this amazing world out there that we can reach from any place.
01:27:47:17 - 01:28:12:16
Luana Andrade
Just take advantage of that. Talk to people. Find people that you love, that work in there to be brave enough to go and talk to them and get conversations going and talk to as many people as you can because it is we have billions of people in our individual person is very good at something. Imagine if you can talk to billions of people who are very good at a specific thing.
01:28:13:02 - 01:28:37:01
Luana Andrade
You've become a God of knowledge, you become someone. So extraordinary just by listening to others. So that's what I would say the best resource is. Actually, your friend is actually going out there and talking to people and then you'll find people like Lee that would say, Hey, I'm actually creating a podcast that I'm going to be doing about this, that you are trying to work, and you go to the podcast.
01:28:37:01 - 01:28:58:12
Luana Andrade
You have a very different view when you listen to it, because usually you know where he's coming from, you know what he's trying to build, and he just becomes a whole different experience. I'm listening. I'm reading books because partners that I'm reconnecting with are telling me to go read this book because they read this book when they are traveling to Europe and they had this.
01:28:58:18 - 01:29:21:04
Luana Andrade
So when they go read that book, it becomes something else. There's a whole background, there is a whole context around the book. So I would say go out there and talk to people. As you know, I admire Lee. I think he's a really big ideas guy. So anything he says, I'm always following very closely. So go to someone that you admire and ask them what's their favorite book?
01:29:21:08 - 01:29:42:03
Luana Andrade
And then go read that book because you you get a great insight into that person's life. So go do that. Don't go to like a New York Times top ten bestsellers list and read those books, but go to the top thing. People that you love to learn from investing what books you should read.
01:29:42:23 - 01:30:19:00
Lee Murray
Yes. And you know what? I think we're going to have to have another have you on again, because this leads right into that whole community discussion that we're starting to have. Because what you're describing is and I appreciate that very kind words, it's that you're describing real relationships with real people, but just using modern tools and a KAREN Right and that's community and and so I love that as a as a directive because it's not just consuming information from unknown people, it's interacting.
01:30:19:00 - 01:30:41:01
Lee Murray
It's like in a relationship take work. It's, it's doing the work on the front end to get to know people for real and understand not only what they know that you can glean, but also how, what, where that information is in context to that person is. Exactly. I think that's amazing. If if I could do that once a week, I would be, you know, 1% better, as they say.
01:30:42:01 - 01:31:11:23
Luana Andrade
Exactly. Imagine to do that once a month in a year. That's, you know, 20,000 new, unique perspectives that you got to learn in that that already plays into a huge evolution trauma for you as a person and for your business, because your work will benefit from your personal growth. It's a direct relationship. So yeah, just community. I can tell you this, that's my big gamble for the next years.
01:31:11:23 - 01:31:25:15
Luana Andrade
I think community will be the thing that will make anyone grow not only personally and professionally and as a business, because we have a lot to gain from each other if we just take the time to learn.
01:31:26:17 - 01:31:52:08
Lee Murray
That's good. I love it and I think we should have you back in time. And let's drill deeper on topic of community, because I think you're right. I think marketing, it's going to become communities more community centric. You know, communities are a part of it. But I think it's going to be more community centric to being a primary, the the primary directive of how we do marketing.
01:31:53:03 - 01:32:14:09
Lee Murray
And so, you know, growing businesses are going to have to think about how are they engaging in community, how are they hosting or leading a community? You're depending on your industry and your your audience. You may want to be the leader. You may want to be engaged in one more. So and let someone else lead. But what are you doing?
01:32:14:09 - 01:32:19:22
Lee Murray
You know, is this part of your strategy? That's that's I think that'd be such an interesting conversation. Let's. Let's do that.
01:32:20:08 - 01:32:41:04
Luana Andrade
Yeah. Yeah. I'm excited, I might say. And everyone who is listening to this podcast, just watch out, because I think really is to some something huge, not only for this podcast, but, you know, messaging. I'm only kidding. I tried to find out what he's building because he'll be pressed. I think he's going to be one of those names that you're going to hear a lot in the next years.
01:32:41:14 - 01:32:48:17
Luana Andrade
I'm just going to shut up now. Otherwise, people's lives are very much for me. But yeah.
01:32:48:17 - 01:33:04:02
Lee Murray
Thank you very much. Okay. So lastly, let's let's tell them if they want to contact you and your agency, where can they find you? Contact information and then explain to us what Pinch four mean or what is that all about? That's the name of the company.
01:33:04:02 - 01:33:39:00
Luana Andrade
Yeah. So you can find those only giving your any form LRP fr and you can go to our website which is B for us dot com. And what actually our founder the Federer's he's very big into sailing and Beechcraft is actually a technique where even when the wind is against you, you can kind of get the perfect strategy on your boat to page against the wind in a way that even though the wind is against you, it actually favors you.
01:33:39:15 - 01:34:05:23
Luana Andrade
So that's the whole mindset behind our company is that it doesn't matter the situation or if the customer receives against you for saying, we can always find a way to take advantage of that. We can always find a way to leverage everything that you have. And that's the mentality that we have in our company is let's be partners and let's find a way to grow together and let's find a way to break to the bad times together.
01:34:06:04 - 01:34:18:08
Luana Andrade
And that's why we love doing we love getting to learn about people and getting to learn how to leverage what they do. So no matter what happens, all sides don't succeed. But that four.
01:34:19:02 - 01:34:33:09
Lee Murray
That's so great. I love it. Thank you so much. I very much enjoyed it. We're going to have you back and jump to the community topic. But for now, thanks again and I'll see you back on LinkedIn.
01:34:33:09 - 01:34:35:08
Luana Andrade
Thank you. Have a great week, everyone.
01:34:35:16 - 01:34:57:00
Lee Murray
Hey, I really appreciate you tuning into this episode of Explore and Growth. I'm trying to get this in the hands of as many growing businesses as possible so they can take this practical wisdom in deployed in their companies or with their teams. If you're getting some value out of this show and know someone who should listen as well, would you consider sharing with them or leave a positive review on the platform in which you're listening or watching YouTube?
01:34:57:00 - 01:35:07:03
Lee Murray
Audience Leave a comment below something you liked or your perspective on what we discussed. I'm grateful for everyone that tunes in every week. Let's keep exploring.