Ian Faison & Nina Butler & Sidney Waterfall & Natalie Johnson & Mai Green & Kris Rudeegraap 51 min

Pipeline Power Hour - Spring 2023


Join Ian Faison, Founder & CEO of Caspian Studios, and five pipeline powerhouses in back to back quick hit sessions where they’ll share their playbooks, hot takes, and best secrets in key marketing channels.



0:00

Welcome to the spring 2023 pipeline power hour.

0:05

I'm Ian Faison, CEO of Caspian Studios

0:08

and the host of pipeline visionaries.

0:10

And today over the next hour,

0:12

we are going to dive into five channels

0:15

with five experts to hear their playbooks

0:18

for generating pipeline.

0:20

We're gonna talk about AI,

0:22

unlearning the marketing funnel,

0:24

top three outbound marketing plays,

0:26

driving brand engagement,

0:27

and driving pipeline with direct mail.

0:29

So buckle up, get your notebooks ready.

0:32

These sessions will move fast

0:34

and we're gonna cover a lot of ground.

0:36

Start doing those calf raises, get your mocktails ready.

0:38

Let's get into it.

0:40

First up, Nina Butler, talking about AI.

0:43

Pipeline power hour.

0:47

Nina Butler, head of marketing, redg.ai.

0:50

We're talking AI.

0:52

Nina, how are you?

0:53

- I'm great, Ian.

0:54

I'm so happy to be here this morning.

0:56

- So excited to have you today.

0:59

Let's talk AI.

1:00

Obviously we've seen an explosion

1:02

over the last few weeks and months.

1:05

Tell me about what do you think the landscape is

1:07

for AI right now?

1:09

- Yeah, so the great question,

1:11

it's a seeming overnight sensation,

1:13

but an actuality generative AI technology

1:16

has been being worked on for decades.

1:18

But it's only with the introduction of Chachi BT,

1:21

which I'm sure is a household name at this point,

1:23

has it really kind of captured mainstream attention,

1:25

which I think gives this false sense of illusion

1:27

that this technology sprouted up overnight.

1:30

But that's far from the truth.

1:31

And when I kind of think about

1:33

what the landscape looks like today,

1:35

I think about it in two different axes.

1:37

The first axis is you have models

1:39

that are very generally applicable, right?

1:42

Open AI is what powers Chachi BT,

1:44

and that makes it very good for kind of

1:46

the everyday use case.

1:48

You may have a list of ingredients in your fridge

1:50

and you want to figure out a recipe to create.

1:52

A general model like Open AI is going to be great for that.

1:56

But then you start to have your other end of the spectrum.

1:58

And those are models that are starting to be trained

2:00

in sales speak, in messaging speak, for marketers, right?

2:04

And that's what I think is really relevant

2:05

for our conversation today is if you're a revenue professional,

2:08

if you're looking to build pipeline

2:10

and you're thinking of generative AI can be a way

2:12

to help boost that productivity and improve those outcomes,

2:15

those are the models that are going to give you

2:17

better outputs to meet your buyers.

2:19

And then the second thing worth kind of mentioning

2:21

when you think about the landscape as a whole

2:24

is what are the use cases, right?

2:25

Are you looking to create sales messaging?

2:27

Are you looking to create blog posts,

2:29

social posts, Amazon product descriptions, right?

2:32

There are all these different flavors

2:33

that generative AI tools are taking right now.

2:35

So it's really important you kind of pick the one

2:38

that's going to be the best fit for you

2:39

in your go-to-market motion.

2:40

- Yeah, it's so interesting.

2:42

I mean, obviously,

2:44

y'all at Reggie are doing this by saving time

2:49

with personalized sales emails using AI.

2:52

And that's something that like is so obvious.

2:54

I mean, it's like one of those things that you see at

2:56

and you're like, of course,

2:58

this is like the best use case ever

2:59

as a former salesperson,

3:02

sitting there writing personalized emails

3:04

is about the worst thing you can possibly feel

3:06

like you're doing, but it's so critical and important.

3:10

So like clearly we see the use case for sales,

3:12

clearly we see the use case for marketing,

3:14

that having this superpower technology at our fingertips,

3:18

obviously some people are nervous about this

3:20

and how it shapes, but generally speaking,

3:24

it seems like this exponential technology

3:26

is gonna be put at the hands of humans

3:29

and allow us to do our work better.

3:31

- It's totally right.

3:32

When you think about what is the role then of the human

3:35

in this technological evolution,

3:37

well, the human still plays a really critical part

3:39

to that experience, right?

3:41

And you just talked about AI can help us be great at things

3:44

that humans are not trained to be great at naturally, right?

3:48

We're not great researchers on day one.

3:51

We're not great writers on day one.

3:52

And when you kind of think about the requirements

3:55

of a sales professional today, the job description,

3:58

even though it's sell, sell, sell,

3:59

it's actually this litany of things you have to excel at, right?

4:02

And so AI can help circumnavigate some of those

4:05

more manual tasks to give you more time back in your day

4:07

to be what you're great at,

4:08

which is a relationship builder at the end of the day.

4:11

- Yeah, what are some of the things that y'all are seeing

4:14

at Reggie that is really at the cutting edge,

4:17

that are things that marketers or sales teams

4:21

are able to use right now?

4:23

- Yeah, it's a great question.

4:25

When I think about sort of the evolution

4:27

of messaging, if you will,

4:29

when you think back decades ago,

4:31

it was really marketing driven language, right?

4:33

It was one to many, it was trying to appeal to as many people

4:36

as you can with some sort of templated blanket communication.

4:40

But then you had the emergence of sales engagement platforms

4:43

like the Outreaches of the World,

4:44

the Sales Offs of the World,

4:46

and that really started to take that one to many

4:48

down to one to few, right?

4:49

It was persona based, templated language.

4:51

It helped greatly scale your outreach,

4:54

but your ability to personalize dwindled over time.

4:56

And so now we're in this really beautiful intersection

4:59

of where human meets computer,

5:00

and you can actually start to personalize at scale.

5:03

And I think the concept personalization at scale

5:05

has been kind of dragged through the mud over the past decade.

5:08

Everybody's claimed they've done some version of it,

5:10

but only with new technology,

5:12

can you actually start to create personalization at point?

5:16

And when I say at point,

5:17

that's like true one to you messaging,

5:19

like hyper-researched, hyper-personalized

5:22

and personal outreach to an individual at a company,

5:25

and at scale, which is still allowing you

5:27

to leverage sequence and kind of templated emails,

5:30

making sure you're infusing personalization

5:32

at those right moments in time.

5:34

So when I think about what's kind of cutting edge,

5:36

it's that you can have your cake and eat it too.

5:37

You don't have to sacrifice scalability,

5:39

but you can still provide almost an AVM experience

5:42

to all accounts, not just your tier ones

5:45

and not just your top prospects anymore.

5:47

- Yeah, and what are some examples of ways

5:51

that that stuff is so personalized?

5:55

- Yeah, I can give you a great example

5:56

of how AI kind of helps enhance that overall experience.

5:59

So specifically speaking to our own SDR team,

6:02

they utilize Reggie to help shortcut

6:05

what we call a three by three workflow,

6:06

which has become very popular

6:08

in terms of sales methodology.

6:10

The intention behind the three by three

6:12

is how can you find three pieces

6:14

of relevant personal data points on your buyer

6:17

to then help craft a personalized message

6:19

in under three minutes?

6:21

Even the best irreps, that can take upwards

6:23

of 10 to 15 minutes, right?

6:24

To do all that reconnaissance, pull in the right data points,

6:28

and then not just use it to say like,

6:30

hey, ENC, you work at X Company,

6:32

thought you might like my product,

6:34

but really take it that step farther

6:35

to kind of wow the prospect or wow the reader.

6:39

All of that is streamlined with AI.

6:40

So all you have to do is open up your sales engagement platform

6:43

and that email's already been created for you.

6:45

And I think the real example here

6:46

is it finally puts sellers into the editing seat,

6:49

not into the constant content creator seat,

6:52

which I'm sure many folks listening in today

6:54

would much prefer to edit a piece of content

6:56

than to stare at a blank white screen

6:58

or with bracketed tokens that say personalized here

7:01

and you're sort of like,

7:02

I got 20 personalized emails to get out today

7:04

or I have two ADM campaigns to stand up.

7:08

This is really like the cognitive load required

7:10

is very intense and now it's not with technologies like AI.

7:15

- Yeah, and ultimately like we know that the best reps

7:18

in the world are the ones that can create

7:20

the most personalized experience that listen the most,

7:25

that try to get as much information from the person

7:29

to be able to solve their problems

7:30

to make sure that it's right fit.

7:32

So it only makes sense that giving those type of people

7:35

superpowers is obviously, we always say superpowers,

7:39

but it's the easiest way to talk about it.

7:42

Superpowers is really gonna help them do it a lot faster,

7:47

but for the folks that might not be that good at that,

7:50

going from that writer's block moment

7:53

that just staring at the screen to,

7:55

hey, I have a 90% solution that now I just need to edit

7:58

is like our dream come true.

8:01

- Well, it's right, you have,

8:02

you can make great reps phenomenal,

8:05

but then you can take mediocre reps and make them great,

8:07

right?

8:08

It doesn't matter what your familiarity

8:09

is with personalization or what your predefined skill set is,

8:14

you can either go from zero to 50

8:15

or to get from that 50 to 100 if you're like,

8:18

I know how to personalize,

8:19

but I wanna make sure that I am getting an A+

8:21

on every email I send out.

8:23

AI can now start to read it and just performant data

8:27

and localize data to your audience to figure out

8:29

like what are the exact words and value propositions

8:31

and personas that are gonna net you the best outcome.

8:34

And now you can start to optimize to that.

8:36

And that's a level of insight that sales engagement

8:38

providers don't provide, right?

8:39

You see superficial things like opens and clicks and replies,

8:43

but it tells you what's going on,

8:45

but not what you're doing to inform the output, right?

8:48

And so that's really when AI can start

8:49

to be super helpful for frontline teams.

8:51

- Yeah, I think if you sat down with the CRO

8:54

and you said what's the number one thing

8:56

that you wanna do to say,

8:57

hey, if I could make all of my below average reps,

9:00

you know, average or above average,

9:02

that'd be number one.

9:04

But the thing that they've never been able to do,

9:05

which they actually wish and they say all the time is,

9:07

I wish I could just duplicate my best reps, right?

9:11

I wish I could just clone them.

9:13

And it's like, yeah, you can't clone them,

9:14

but if you can make 20% more productive,

9:17

like you said, if you can say,

9:18

take a 15 minute email and make it a three minute process,

9:22

like it's not doubling, that's, you know, math, 5xing.

9:26

- Yeah, that's right.

9:29

Yeah, really exciting. Any other thoughts on sort of

9:34

this AI conversation and being, obviously, you know,

9:37

this is, we're talking about it from a sales perspective,

9:39

but there's all sorts of sociotegal ramifications,

9:42

which we definitely can't get to here in 10 minutes.

9:45

But any other thoughts on how the proliferation

9:47

of AI tools is happening?

9:50

- Yeah, I would say, as a word to the wise, again,

9:53

no matter what seat you are currently in

9:55

as a revenue leader or individual contributor,

9:57

do your homework, right?

9:59

Understand much like all new technology,

10:01

it solves problems, but then it creates opportunity

10:04

to solve things in the future, right?

10:05

And I think that we're at this intersection right now

10:08

where we have all this great tech at our disposal,

10:10

but now the reality is how do we put it into our workflows,

10:13

right? How do we introduce this into our marketing motion,

10:16

our sales motion in a way that's actually gonna give us

10:19

that productivity lift?

10:20

So I guess my final parting thought for everybody listening

10:22

in today is make sure that you're understanding whether

10:25

you rely on your marketing team to create

10:27

all your go-to-market content or your frontline reps

10:30

or more times than that, it's a content committee

10:32

and somewhere in the middle that you're understanding

10:34

what all those checks and balances are

10:35

and then how to infuse integrated AI into a way

10:39

that helps you get better, faster and farther together.

10:42

- Thank you, Nina.

10:44

Next up, we're gonna be talking about

10:45

unlearning the marketing funnel with Sydney Waterfall.

10:48

Pipeline, power, hour, Sydney Waterfall,

10:53

SVP of growth at refined labs, how are you?

10:56

- I'm doing great.

10:57

That was a hype up intro, I like it.

10:59

- Yeah, we're not messing around.

11:02

It's power hour, people are doing pushups, ripping shots.

11:05

It's a crazy day here with Qualified.

11:09

We're super excited to have you on the show.

11:11

We're gonna talk about unlearning the marketing funnel.

11:14

Obviously the modern buyer journey has changed completely.

11:20

How do you think it's changed?

11:21

- Yeah, I think the, there's a lot of assumptions

11:26

that we make with buyer journeys.

11:29

We assume we know people

11:32

and what their buyer journey should look like

11:35

and then how it should map into a funnel.

11:38

We kind of try to reverse engineer that.

11:40

But it's a lot of based on assumptions

11:43

and obviously buyers have changed a lot

11:47

in the last few years and will continue to rapidly change.

11:51

So, I mean, when I think about the buyer journey,

11:54

I like to focus on using first party data

11:58

when I think about the buyer journey

12:00

rather than other types of data sources out there.

12:04

So, I look at it as not in buying mode,

12:09

which I can go into subcategory there

12:12

and then in purchasing mode.

12:13

So, not in buying mode,

12:15

underneath that huge bucket,

12:18

which is gonna be the majority

12:20

of probably your total addressable market

12:23

that you're going after.

12:25

I wanna look at are they brand engaged, right?

12:28

So, when I mean brand engage,

12:31

are they actively like telling your brand,

12:35

I wanna hear from you and letting you

12:38

kind of distribute content to them

12:40

in those different mediums.

12:42

And then in purchasing mode,

12:45

I think about it is they're researching your solution,

12:50

your product, pre-declaring intent,

12:55

and then once they declare intent,

12:57

AKA, raise their hand, say,

12:59

"I wanna have a sales conversation."

13:01

That's kind of post-conversion

13:03

and then you have a lot of journey over there

13:06

and then you've got convert demand, expand demand.

13:11

So, those journey is huge. (laughs)

13:14

- Yeah, I like to think of it as like buyer's journey

13:16

and learner's journey, right?

13:18

Where it's like this learner's journey of,

13:21

and they sometimes overlap,

13:23

but sometimes they're very different

13:24

and I love the way that you phrase it there

13:27

where it's someone who's not looking to buy

13:29

that are they brand engaged?

13:32

Because at the end of the day,

13:33

if they have no idea who you are

13:36

throughout that entire time,

13:38

it's gonna be really hard to convince them

13:41

to take a sales meeting when they flip the switch

13:44

and say, "Yep, I'm ready to buy now."

13:47

- 100%.

13:47

- So, if the funnel is out, then what's in?

13:51

- Ooh, this is a good one.

13:55

So, you really don't see any like persona-specific

14:00

kind of funnels anymore

14:04

or at least I don't really believe

14:05

in like persona-specific funnels.

14:07

So, I like to think about, like I said,

14:13

not in buying mode, buying mode

14:15

and then once they actually convert,

14:17

how we measure it is we understand how they're converting.

14:22

So, we call this concept pipeline sources

14:25

and if they're declaring intent,

14:27

we call that a pipe conversion,

14:29

goes through a pipe framework

14:30

and we're understanding, okay,

14:33

they converted, raise their hand, qualified meeting,

14:36

high intent revenue opportunity and close.

14:38

The other way we're looking at that

14:39

is other ways that they convert.

14:43

So, maybe they converted through outbound

14:47

or through an event or through a,

14:51

maybe like an AVM or intent triggered outreach

14:55

that was personalized and came in that way.

14:57

When we look at the same type of things

14:59

across all of those pipeline sources,

15:02

which is going to be the conversion,

15:04

the meeting, the high intent revenue opportunity

15:08

and then obviously close one.

15:10

So, that's the simplified funnel that we like to look at.

15:14

- Yeah, so sort of digging in there a little bit

15:20

into those measurements.

15:21

If someone were to be a listener of the podcast, for example,

15:26

or comment on something on one of your social posts

15:30

that's in your buying persona,

15:31

like what is that measured as?

15:33

- Yeah, so I would say that it's categorized

15:38

in not buying mode and we look at brand engaged.

15:40

So, brand engaged could be they would sign up

15:44

and learn from our brand.

15:46

So, you know, you can't, I don't think it's really realistic

15:50

to get out and measure every single social media comment.

15:52

It's great that you're seeing those comments come in.

15:54

That's like a lot of the qualitative feedback,

15:57

but we want people to attend our events,

16:01

sign up for our newsletter, give us permission

16:04

to proactively distribute content to them.

16:08

And obviously we execute on a lot of dark social platforms

16:12

and we run a lot of kind of dark social content distribution

16:17

methodologies so that we can drive people

16:20

to becoming brand engaged.

16:22

- When you say dark social, what is that?

16:27

- Yes, dark social.

16:29

So, dark social as a concept is

16:34

where you would educate and distribute content

16:37

on platforms and channels that cannot be tracked

16:41

by traditional software, attribution,

16:44

and also don't create third party intent.

16:47

So, think of podcast platforms like YouTube, Spotify

16:52

and Apple Music, right?

16:55

And also think of communities, private communities,

16:59

social media, DMs, things where you'll never be able

17:03

to actually capture a trackable touch point

17:08

to the individual person.

17:10

All of that is considered dark social.

17:13

- Yeah, so for example, when I see one of

17:17

Chris Walker's videos on LinkedIn

17:20

and I DM it to someone on our team and go,

17:23

oh, hey, this is awesome.

17:25

He said this on revenue vitals.

17:27

Like you have no idea that I did that, right?

17:29

Like you have no idea that Ian engaged with this thing.

17:32

And there's no way to know that right now,

17:35

but I am in fact now, you know, brand engaged.

17:38

- Yes, and you know, you can't measure all of brand engaged.

17:44

We rely on hybrid attribution and self-report attribution

17:48

to really understand how are these programs

17:52

like podcast and LinkedIn and how are these even YouTube?

17:57

Like YouTube shorts were pretty heavy in.

17:59

How are all of that actually contributing

18:01

and impacting our funnel?

18:03

So spoiler alert, podcast makes up the highest percent

18:08

of revenue for our business and has the highest win rate

18:13

from conversion to close one.

18:16

So great channel for us.

18:18

- Yeah, I mean, you're preaching to the choir

18:22

because Caspian does podcast service.

18:24

So obviously love to hear that.

18:26

But that's what we see as well, right?

18:27

Is like these very human centric type shows

18:31

work really well for that.

18:32

And it's interesting that you spoke about

18:36

a self-reported attribution.

18:38

So we actually started doing this at Caspian

18:40

based off of y'all's advice.

18:43

I forget maybe a year ago.

18:47

And guess what?

18:49

A ton of our ad words that we were paying for

18:53

when the person put where they found out about it,

18:55

it wasn't Google, right?

18:57

It was, it was, "Hey, we listen to your podcast,"

18:59

or, "Hey, it was a referral from a friend,"

19:02

or something like that.

19:03

And if we hadn't had done self-reported attribution,

19:05

we would have thought that all those leads

19:07

were people searching for it in Google

19:08

and it turns out that they weren't.

19:10

And I'm like, "Huh, that's pretty fascinating."

19:13

And so I thank you so much for coming up with that

19:16

and evangelizing the self-reported attribution.

19:19

- Yeah, 100%.

19:20

We learn, it really depends on your persona,

19:22

but we learn so much from that field

19:24

because people will put in like four things.

19:28

I started following so-and-so on a personal brand,

19:31

then I started following your actual brand,

19:34

then I listened to your podcast

19:36

and then I saw you present at this event.

19:39

And you're like, "Okay, the journey's not linear,

19:42

but at least I'm getting insights

19:44

into how people are consuming

19:46

and interacting with the content."

19:48

- Yeah, and if you're using like a listening tool,

19:51

maybe that stuff comes up in your sales conversations

19:54

and that's great, obviously great too.

19:56

And hopefully you have both of those things,

19:59

but self-reported attribution shows you

20:02

at least a little bit of a glimpse.

20:04

And one of the things that y'all talk about

20:06

is making it a mandatory field,

20:07

which is any mandatory field is always a no-go

20:10

in marketing world,

20:12

but I think it's just given us a lot of insight there.

20:17

So I think it's something really interesting.

20:21

Any other final thoughts on pipeline

20:25

as it relates to not having a funnel

20:27

or this new sort of framework?

20:31

- Yeah, I just think, can I keep it simple?

20:36

And especially when you're thinking about

20:40

distributing content,

20:41

you need to think about the content you're making.

20:45

Is it right for your buyer?

20:46

How valuable is it going to be?

20:49

Distributing that in the right way

20:51

and then allowing your buyer to engage with you

20:55

on their terms, not your terms.

20:57

And then when they are ready to engage in self-identify,

21:00

you know, who they are and what they want from you,

21:04

then to be able to track that through the funnel

21:06

in a very simple way to understand what's creating demand

21:10

and what is capturing demand.

21:12

- Sydney, thanks so much for joining.

21:16

We really appreciate it and we'll talk soon.

21:19

Thank you, Sydney.

21:20

Next up, we're gonna be talking about

21:22

the top three outbound marketing plays

21:25

with Natalie Johnson-Charles.

21:27

Pipeline, power, hour.

21:31

Natalie Johnson-Charles VP of Revenue Marketing

21:33

at Outreach, how are you?

21:35

- I'm doing great.

21:36

How are you doing, Nian?

21:37

- I am so excited to chat about outbound strategies

21:41

to drive demand, but first,

21:43

what is revenue marketing at Outreach?

21:45

- Yeah, for sure.

21:46

So as the VP of Revenue Marketing at Outreach,

21:49

I'm actually responsible for overall top line

21:52

pipeline growth and creation in addition

21:55

to customer retention, so that includes net ARR.

21:58

So my team is actually organized

21:59

around a demand center of excellence.

22:01

We have campaigns and integrated campaigns

22:03

and then I have a newly formed ABM and field marketing team

22:06

that is more aligned to sales

22:08

to make sure that they are hitting their numbers.

22:11

- Yeah, it feels kind of like this is,

22:13

you know, perhaps the sign of a new normal in demand.

22:17

- Yeah, definitely in this economic environment, I think.

22:21

- All right, so what is your definition

22:23

of an outbound program?

22:24

- So to me, I hear a lot of nuanced definitions

22:27

and for me, it's really more of a coordinated effort

22:30

across marketing and sales.

22:32

You have to have the sales buy in from the get go,

22:34

otherwise I don't think that you're gonna see success.

22:37

But basically marketing is gonna do the due diligence,

22:39

get the input, identify the cohort of accounts,

22:42

and make sure they understand the strategy

22:44

of what they're trying to achieve.

22:45

And today we're gonna talk about

22:46

a couple different approaches that you can take.

22:49

It could be around net new logo creation,

22:51

it can be around pipeline expansion

22:52

and cross-sell opportunities,

22:54

or it can even be around retention.

22:56

But the overall premise is that you're together

22:58

jointly identifying what you wanted to take down,

23:00

you're pulling the list of accounts

23:02

and pulling all the data intelligence

23:03

to get you to the right contacts,

23:05

the right target account list.

23:06

And then you're building out the programmatic bill

23:08

of materials that you will then operationalize

23:10

through sales with an agreed upon, you know,

23:13

KPI cadence as well as what you're trying to achieve.

23:16

- Awesome, so let's get into it.

23:19

Natalie's three plays, let's start with the first one.

23:22

- All right, so I mentioned that there's three different

23:25

approaches, so I'm bringing three different examples.

23:27

So one of my favorite ones for net new logo acquisition

23:30

is around the concept of change agent.

23:32

And I've run this a couple of different times

23:34

at a couple of different companies,

23:35

but the premise is that so many people are changing jobs

23:38

these days and age, I think there's a stat,

23:40

around 40% are changing each year.

23:43

But typically your company already knows

23:45

who their champions are.

23:46

So you're able to identify that,

23:48

you look at the skill set,

23:49

you can use vendors like user gems to identify,

23:51

you know, where that change might be happening.

23:54

And if they fit within the criteria

23:56

of your net new logo universe,

23:57

you're then designing the programming to go after them.

24:00

So this could be anything from a concerted effort of welcoming

24:04

gift packages that you're sending

24:05

through your outreach sequences through Cinzo,

24:08

so our postal, it can be making sure

24:10

that they are set up for success.

24:11

So this is run again through the SDR, the AE,

24:14

complimenting them with any content

24:16

that you might customize on your end,

24:18

just to make them more successful in their new role.

24:20

So the overall gist of this is just to get that first meeting

24:23

when that, you know, existing champion is in a new space.

24:26

- All right, play number two.

24:30

- Play number two.

24:31

All right, so this one's gonna be around expansion,

24:33

and it can also be used for new logo.

24:35

But this is what I'm calling as the deferment trigger.

24:38

So in any sales cycle,

24:39

you're always gonna have the reason why a deal

24:42

is being deferred or a meeting is being deferred.

24:44

It could be anything from budget,

24:45

not being available until later in the year.

24:48

It could be just because decision-making processing

24:50

is taking too long.

24:51

But the point of this is that there's always that reason,

24:54

and there's a way for marketing and sales to work together

24:56

to get the right messaging in front of that individual

24:58

when the deferment period has lapsed.

25:01

So you can actually automate this throughout each,

25:04

so that you're actually hitting at the right compelling time.

25:06

And if you wanna just quickly get started,

25:08

you can pull a list of accounts

25:10

where you know that it's happening within the next six months

25:12

and make sure that you guys are on top

25:14

of getting that messaging in front of that audience.

25:18

I think some of the more exciting advancements

25:20

that are gonna be happening around this

25:21

is around some of the advancements within Generative AI.

25:24

So we now offer Smart Email Exist,

25:27

which is gonna be able to actually dynamically propagate

25:30

those emails to look back at previous behaviors

25:33

to look at the reasons why they deferred.

25:35

And it really won't require that much interaction

25:37

from marketing.

25:39

So we'll be able to set that up alongside of our sales teams

25:41

and I'm really excited to get that going

25:43

now that this is in beta.

25:44

- Yeah, this is one of those things

25:46

that we've talked about on our podcast,

25:49

which is these sort of Black Swan events that happen

25:53

and then you have all these deferments, right?

25:55

It's like the tech apocalypse stuff or when it was COVID

25:59

or all these sort of events that happen where it's like,

26:02

okay, everybody's, there's like a reason for deferment.

26:04

So how are we gonna message this?

26:06

How are we gonna message it?

26:07

And there's all the normal reasons

26:09

and there's these sort of other events

26:10

and I love the idea of just planning ahead,

26:13

thinking about these deferments,

26:14

thinking about the way that you're messaging them,

26:16

because it's like so often done in a very clunky way

26:20

and it's often just left up to the rep.

26:22

And like, if the rep is just sort of like seven straight emails,

26:25

like checking in, checking in, checking in,

26:26

it can be a little frustrating.

26:29

- Yeah, for sure.

26:31

The other thing I failed to mention

26:32

is that marketing obviously can warm me the counts up.

26:34

So once we know who these people are,

26:36

we can move through some IP targeted messaging

26:38

to make sure that they were getting the marketing air cover

26:41

just to make that conversation

26:42

and that potential deferment trigger

26:47

actually precipitate into something worth a meeting.

26:50

- Yeah, one of the things that we do for that

26:53

is invite them on to podcasts.

26:56

So if you have a podcast channel,

26:58

it's a great way to do a nurture.

27:00

It's like, hey, we're not ready to buy

27:01

and eight months we're ready to buy.

27:02

It's like, hey, I bought in two months,

27:03

you come on and co-create some content with us.

27:06

So yeah, I love that, I love that play.

27:09

All right, number three.

27:11

- All right.

27:12

- Number three, getting into competitive intelligence.

27:15

So I'm actually gonna parlay this one more

27:17

to the retention, but you can use this across any strategy.

27:20

You've probably run this before,

27:22

but I'm really into the one where you're actually looking

27:25

at competitive intelligence of, let's say that some competitors

27:29

coming after you and they're saying that their product is free.

27:32

So what you're doing is you're actually scrubbing against

27:34

Sixth Sense or demand-based intelligence looking at GQ crowd

27:37

and seeing where potential customers of your base

27:40

are comparing your capabilities to that competitor.

27:44

You're pulling that list and then you're more proactively

27:47

going after them from an air cover standpoint again

27:51

through what marketing can do.

27:52

And then also feeding the right prescriptive

27:55

and proactive messaging with that value message

27:58

through the sales teams, through the sequences

28:00

to make sure that you're proactively getting

28:02

against that potential retention slip.

28:05

- I love that, that's really cool.

28:09

These three things obviously working in concert together

28:14

and not just for the sort of demand acquisition play,

28:17

but also like this whole customer lifecycle journey.

28:21

Demand is changing the idea that this other side

28:24

that you've taken over as well.

28:27

I'm curious just how do you sort of stay up with the trends?

28:30

How do you stay up on all this stuff

28:32

to be able to create new plays?

28:35

- Well, I've actually really enjoyed listening

28:37

to the band-aid visitors.

28:38

(laughs)

28:40

And there's a couple other great podcasts

28:42

that I do listen to on a recurring basis.

28:44

But for the most part, you know,

28:47

reading up, staying on top of LinkedIn conversations,

28:50

I'm really into the chat, GPT, all the prompts

28:52

have been coming out in terms of

28:54

how to better operationalize that has been intriguing to me.

28:58

But I think we're at a really pivotal point

29:00

in terms of where we can automate a lot of this

29:02

more successfully to make our teams more effective.

29:05

It can still be personalized.

29:07

It's just a matter of putting the time in and the input

29:10

and making sure you're strategic

29:11

and that you're all aligned in terms of what the outcome should be.

29:14

- This has been awesome, Natalie.

29:18

Any final thoughts?

29:19

Anything that outreach is up to?

29:21

- Well, I would encourage everyone

29:24

to listen to our Explore Plus recording.

29:26

The last week, we announced a lot of new announcements

29:28

that we're really excited about.

29:31

I think we've got a great momentum around

29:34

what we're looking to deliver from my true,

29:36

you know, creating close platform

29:38

and everything that sellers can do within One UI.

29:41

Everything from creating conversations,

29:43

automating those to listening to call recordings

29:45

with the conversational AI pipeline management

29:48

all the way to forecasting.

29:49

So it's a really exciting year for outreach

29:51

and encouraging the sellers that are on this call.

29:54

Let's take a look.

29:56

- Fast and furious, pipeline power hour, Natalie.

29:59

Thanks so much for joining.

30:00

We really appreciate it.

30:01

Thank you, Natalie.

30:04

Next up, we're gonna be talking about

30:06

the power of brand engagement with MyGreen.

30:09

Pipeline power hour, MyGreen,

30:14

SVP brand engagement at Salesforce.

30:16

My, how are you?

30:18

- Good.

30:18

Thanks for having me.

30:20

- Excited to have you on today

30:21

and excited to talk about brand engagement.

30:25

So My, how do you think about brand engagement?

30:27

- Brand engagement is obviously near and dear to my heart

30:31

and doing it for a really long time.

30:33

I'm at Salesforce and I brought this team together

30:36

that encompasses the 3D primary functions,

30:38

which is customer marketing and engagement,

30:41

sponsorship marketing and Salesforce Plus,

30:44

which is our streaming platform.

30:46

It's exciting because it's a way that we connect

30:50

and develop relationships with our customers and partners.

30:53

And it's a way how we engage with them in unique ways.

30:56

- Yeah, so let's start off with the first one there.

30:58

Customer marketing, obviously,

31:00

you're one of the pioneers of this new phase

31:03

of customer marketing.

31:04

How do you think about it?

31:06

- Well, customer marketing is unique because, you know,

31:09

I originally came from entertainment and sports.

31:11

And so taking a page out of the B2C space

31:14

and bring it to the B2B and how we leverage

31:16

influential voices, we think about like the Be Like My campaign

31:21

from Nike, it's like athletes and celebrities,

31:23

you wanna be like them, you inspire to be like them.

31:26

There's this FOMO effect.

31:28

And so what we created at Salesforce was customer marketing

31:31

and how do we leverage the voices of our successful customers

31:34

that are usually Salesforce and connecting with customers

31:37

in a whole new way.

31:38

So brands like Coca-Cola and Bank of America and Disney

31:42

and they're connecting with their customers

31:43

using the Salesforce platform.

31:45

And being able to tell that story,

31:48

we provide that opportunity to give them a stage

31:52

throughout our events and programming.

31:55

So it reaches new audiences,

31:57

this inspires these audiences.

31:59

And at the end of the day,

32:00

influences buying behavior.

32:03

- Yeah, I mean, Salesforce really like again,

32:05

pioneered this customer marketing sort of revolution

32:10

is probably a strong word, but really pushing it out.

32:14

And I think that like so many companies have seen that

32:17

and sort of seen the power of it.

32:19

How do you think about it from like a like an ROI standpoint

32:23

or like how does it impact pipeline?

32:27

- Well, you know, we are like a sales organization.

32:30

We model the team like a sales organization.

32:32

We have a BDR team, we have the AE team.

32:35

We're calling all the recent deals close to understand,

32:38

hey, AE, you sold this deal.

32:40

How are they implementing it?

32:41

When are they live?

32:42

Are they happy?

32:43

Are they a lead to actually tell a great story?

32:47

And so then once they are a lead,

32:49

we pass it to our customer marketer AE, right?

32:52

And they call them and talk to them about the opportunity

32:54

to do co-marketing, celebrate their story on stage,

32:58

do a demo, highlight their success.

33:01

And ultimately it, you know, aligns to various different

33:04

programs that we have out there

33:08

that align to our industries.

33:10

And we think about these stories that align to our total

33:14

of the decimal market within a single industry

33:17

or program to drive pipeline.

33:20

So.

33:21

- Yeah, so obviously tons of rigor in that.

33:24

I mean, how many organizations of your peers

33:28

think about brand engagement and customer marketing

33:31

like that?

33:32

Or do you feel like it's pretty unique

33:33

the way you do it at Salesforce?

33:35

- I think that we're starting to see it more.

33:38

When I first started the team 10 years ago,

33:41

there wasn't a customer marketing profile out there.

33:45

You know, so I started hiring from the sales organization.

33:48

We hired BDRs and AEs and the SMB States for instance.

33:52

They knew how to do discovery and understand what,

33:57

you know, how to sell to a customer

33:59

and idea of marketing together.

34:02

And so I think people are starting to see that,

34:05

companies are starting to see that.

34:06

And they're, they're catching on

34:08

and we're trying to see customer marketers

34:10

all over the place, which is amazing.

34:12

- And then for sponsorship, how do you think about like ROI

34:16

and pipeline building with sponsorship activities?

34:21

- So sponsorship is built to fuel our partner ecosystem

34:24

and drive lead gen opportunities

34:26

through our strategic event portfolio.

34:28

So we deeply are invested in our Salesforce ecosystem

34:31

to drive growth and customer success

34:33

that benefits all of us.

34:34

So we have inventory across all of our events.

34:38

We sell, you know, whether it's booth or an experience

34:42

to our partners in the ecosystem

34:44

that's able to capture lead gen opportunities

34:47

that is built on the Salesforce platform.

34:51

So it's a really unique way,

34:53

but it's kind of keeping it within the family,

34:56

which works out really well.

34:58

And it also helps us offset our budgets,

35:00

which is really important during this current climate.

35:03

- Yeah, it's so cool to see how you all not only like

35:08

co-market, but also, you know, I love that.

35:11

Like the co-creation strategy

35:13

where you're creating content with your customers

35:15

and with prospects and with all sorts

35:17

of different people that drive brand engagement

35:19

seems like that's like should be table stakes

35:22

for every marketing team now is like that co-creation

35:24

and co-marketing strategy.

35:26

Do you kind of feel like it should be table stakes?

35:29

- Oh, absolutely.

35:30

I mean, I think there's so much opportunity

35:32

to do more partnerships out there.

35:34

When I saw, you know, Nike launch a partnership

35:38

with Tiffany, I'm like, okay,

35:40

this is the next level to be to be marketing

35:43

and how we can partner with various different brands

35:46

to go to market because there's audiences

35:48

that they have access to that we may not have access to.

35:51

And this is the opportunity to bridge that gap

35:53

and bring it together.

35:54

- And then for Salesforce Plus,

35:58

obviously a revolutionary thing again, using revolutionary.

36:02

(laughs)

36:03

But truly, I mean, it's a cutting edge initiative

36:07

from Salesforce.

36:08

Can you explain sort of how that fits into pipeline?

36:13

- You know, it is our opportunity

36:15

to drive our first party data strategy, right?

36:18

It is the subscription based streaming service

36:21

where we're super focused, hyper focused

36:23

on delivering relevant content to the audiences that matter,

36:26

right?

36:27

We think about our personas, sales, persona, sales buyer,

36:30

marketing buyer, service buyer.

36:31

We support our first party data strategy

36:34

by delivering really great content,

36:37

hooking them and interesting them,

36:40

or you just see them,

36:41

interest them from audiences on platforms like YouTube

36:44

or other social channels to hook them

36:46

and drive them to Salesforce Plus

36:49

and drive our subscriber base.

36:51

- Yeah, I always think about this as sort of

36:53

multi-channel, multi-format content, right?

36:56

It's like people might consume on a bunch

36:58

of different channels, might be Spotify,

37:00

might be YouTube, might be wherever,

37:01

or it might be directly on your website.

37:04

But sort of painting the sky in the Salesforce color

37:08

so that everywhere they look,

37:09

they're seeing content and customer stories

37:11

and sponsorships and all that stuff from Salesforce.

37:15

- Yeah.

37:16

- Any core creative ways that you sort of think

37:23

about those sponsorships and think about how you can

37:26

sort of co-create or any lessons for our listeners?

37:30

- Yeah, I mean, you know, I think it's interesting

37:33

'cause our core business for sponsorships

37:36

is within our partner ecosystem, as I mentioned earlier.

37:40

But as we start to see the current measured

37:42

buying environment, budgets being cut,

37:45

how we spend dollars, all the things,

37:48

our budgets are shrinking, our TAM is shrinking

37:51

in regards to like our opportunity

37:53

to bring in that sponsorship revenue.

37:56

So with the increased goal to bring in more revenue,

38:01

we are looking at new category of buyers.

38:04

So this means how are we opening up opportunities

38:08

to attract B2C companies?

38:10

How are we looking at brands that are interested

38:13

in our audiences at Dreamforce?

38:15

One of the things that I think about is how do we just

38:17

elevate the experience for our executive experience, right?

38:22

Keeping on authentic and not making it salesy,

38:25

but back in the day when I used to do NBA All-Stars,

38:29

there used to be these suites with hospitality suites.

38:31

All these brands would come in

38:33

and deliver these great experiences

38:36

for these athletes and celebrities.

38:38

That's a motion that we haven't unlocked at our experiences.

38:43

And that's an easy way to bring in additional revenue

38:47

in a different category outside of our partner ecosystem

38:50

while still adding value to our attendees.

38:53

- Yeah, it seems like with this mantra

38:56

of do more with less, that we're kinda all under right now,

38:59

that being creative and thinking more like the B2C world

39:03

and finding those integrations

39:05

seems like it can be a winning strategy.

39:08

- Yeah, absolutely.

39:09

I mean, when we say two more with less,

39:12

it's like do less with less is what we typically say.

39:15

It's like really do more with less.

39:18

But I think it's ruthless prioritization.

39:21

It's focusing on the things that matter,

39:23

they're gonna move the needle.

39:25

I'm sure you guys know of the B2MOM

39:27

that really anchors us on how we prioritize our priorities.

39:31

If it's on the B2MOM, it shouldn't be happening.

39:35

Last year, we did thousands of customer story brands

39:40

or featured thousands of them.

39:42

And we did a number, like a handful of assets

39:45

for each of those brands.

39:47

So this year, what we're doing is actually doing less.

39:52

So maybe it's just a few hundred of customer brands

39:54

that we're gonna feature.

39:55

But we're gonna go deeper with them.

39:57

And we're gonna merchandise those stories.

39:59

That's kind of the new lingo these days

40:01

faring for the B2C space.

40:02

We're gonna merchandise those stories

40:04

to all the various different channels

40:06

and various different formats,

40:07

attracting the various different audiences.

40:09

So wherever you come from or whatever channel you're on,

40:13

you'll see a variety or variation of a customer story

40:17

that's specific to that channel.

40:18

- My, it's been absolutely awesome

40:21

having you on the show today.

40:22

Thanks so much and we'll talk soon.

40:24

Thank you, my.

40:27

Next up, we're gonna be talking about driving pipeline

40:29

with direct mail with Chris Rudigrap.

40:33

Pipeline power, our final session.

40:38

Chris Rudigrap CEO of Sindoso.

40:40

How are you?

40:42

- I'm doing great.

40:43

Thank you.

40:44

- Glad to be here.

40:45

- Yeah, so excited to have you here.

40:47

Excited to chat about driving pipeline with direct mail.

40:49

So first off, how the heck do people do it?

40:53

What does a direct mail program look like

40:56

that is wildly successful?

40:57

- Great question.

41:00

I think the beauty of direct mail

41:02

and gifting in general is that it is one of the most

41:05

creative mediums out there.

41:06

And I think that you could be as creative as you need to be

41:09

and you can solve a lot of different things with direct mail.

41:13

Whether you're optimizing for top of funnel,

41:16

driving leads in, whether you're trying to drive attendees

41:19

to a vent or in a post-event conversion,

41:22

whether you're trying to accelerate pipeline through

41:25

and help AEs with deal progression.

41:28

I think the beauty of it is it's really just another channel

41:31

and another medium to break into an account

41:34

or to really communicate to that prospect or that customer,

41:38

which I think we're seeing a lot of marketers refocus

41:40

some other energies on the customer marketing

41:43

to really drive net revenue retention in these days.

41:47

- I'm a huge fan of Cindoso.

41:48

I use Cindoso to send something to the CMO of qualified,

41:52

in fact, more so I think it's such a brilliant channel

42:00

for a lot of different things.

42:01

Gifting is really cool and y'all are at the forefront.

42:05

How do you think people should look at like KPIs

42:08

for gifting in direct mail?

42:11

- Yeah, so what I usually like to suggest for that is one

42:15

is Naira, what's your objective?

42:17

What are you trying to influence conversion on

42:20

or what type of campaign or program are you trying to run?

42:23

From there, you could then look at specific,

42:26

you know, gifting in direct mail related metrics,

42:29

whether that's something related

42:31

if it's a digital gift and the open and the engagement rate,

42:35

whether it's a physical delivery item

42:37

and you're asking for their address

42:38

and the attempted address delivery,

42:42

or if you're just looking at the overall picture

42:45

of your campaign and looking at the cost per pipeline,

42:50

if you're looking at some efficiency metrics

42:53

and seeing how much you're spending on the direct mailer

42:56

and then the outcome in pipeline influenced

42:58

or a pipeline created from it.

43:00

So again, it really depends,

43:02

but my biggest thing that I'd suggest is really looking

43:05

at what you're trying to affect, what change

43:07

or what metric you're trying to drive conversion on

43:10

and then using direct mail and other channels alongside it.

43:14

- Yeah, talk about sort of like the other channels

43:18

are obviously we're doing a lot of stuff,

43:19

but a lot of times that stuff just like

43:21

doesn't really rise above the noise

43:23

or cut through the noise the way that direct mail does.

43:26

So I'm curious like how does it fit into the total

43:29

sort of go to market?

43:31

- Yeah, I mean, in today's market,

43:34

it's really, there's a lot of noise

43:36

and buyers are tuned out at times

43:40

and so you really got to grab their attention

43:43

and then convert their attention,

43:44

which is one of the things I talked to Craig

43:46

I got qualified recently about is this like one, two punch

43:49

where direct mail can grab their attention

43:52

and then maybe it's directing them to your website

43:54

where you're then using qualified

43:55

to then grab that attention and convert that

43:57

into your pipeline.

43:58

So I like to think about direct mail

44:02

as just another way to grab someone's attention

44:04

and then hopefully move them through your pipeline funnel

44:07

if you're focused on more of the demand gen side,

44:10

but again, it can work well in field marketing

44:12

and AVM programs and in customer marketing,

44:15

all those different areas as well as enabling sales teams

44:18

to being able to have another tool in their tool belt

44:20

to be able to break into accounts

44:23

or accelerate their own opportunities.

44:27

- Yeah, it's so tough because when you think about

44:29

being thoughtful, being remarkable,

44:31

telling someone no matter how good an email is,

44:35

I'm probably not gonna share it with like,

44:37

I'm gonna go home and talk to my wife and be like,

44:39

I got a really great email today.

44:40

When you get something in the mail,

44:42

you talk about it, you tell your friends,

44:44

if it's at work, other people see it.

44:46

It's such a physical thing obviously

44:50

that it is something that's remarkable

44:51

and then when it's personalized,

44:53

it just goes that much further.

44:55

- Exactly, yeah, I think it's because of the creativity

44:58

that you can incorporate with the item you're sending,

45:01

the note that's associated with the sending

45:03

that before you and after you send it,

45:05

all those things can just make it stand out.

45:08

I will say though that I have a sales nerd

45:11

so when I get a really good email that's personalized

45:13

and really hits me, I do share those at times with my sales team,

45:18

but I think it's even easier to wanna share

45:20

a really good gift or a direct mail item.

45:22

That's really creative.

45:24

- Yeah, no, I mean, for sure, I think that those are probably

45:28

one in a thousand for most CEOs.

45:32

- Exactly, 'cause we get a good amount.

45:36

- The other thing with gifting and direct mail

45:38

is that because there's a cost associated with it,

45:41

you actually end up spending more time,

45:43

you're not just blasting out a gazillion emails,

45:46

you're really staying a bit more focused on saying,

45:48

"Yeah, I gotta spend money on this,

45:49

"there's limited resources for this."

45:50

So you're gonna build the extra mile to personalize it

45:53

and to find the right thing to send to the right person

45:55

at the right time.

45:56

And so that in itself makes the channel

46:00

that just that much more remarking it.

46:02

- There is no traffic on the extra mile,

46:04

that is for sure.

46:06

- Exactly.

46:06

- Yeah, I mean, I think that it also,

46:09

there's just much less competition, right?

46:11

Like a lot of your competitors might not be doing it

46:13

because it is more expensive and it's cheaper

46:16

to just send out a bunch of emails

46:18

or to do other things that might scale

46:21

but just not be as personalized and targeted.

46:24

What are some examples of some ways

46:26

that you've seen folks personalize really effectively?

46:29

- Yeah, so you can personalize to the person.

46:33

So I've seen people do their homework

46:35

and see that someone went to a college

46:38

or see that someone tweeted about playing golf

46:40

and sent something related to your hobbies,

46:42

your interests, I've seen people personalize

46:46

based on like a larger campaign and program

46:49

so that it's related to the brand.

46:51

There's personalization based on life moments.

46:53

Like if somebody's having a kid

46:55

or they're celebrating a promotion

46:57

or their company got funding,

46:59

there's ways to really personalize the handwritten notes

47:04

or the digital note along with the item

47:07

and as it relates to like the value proposition

47:09

of your company.

47:11

And then there's personalization too

47:13

as it relates to that person's,

47:17

really their day to day

47:17

and what they do at their job too.

47:19

So again, I really keep pounding on the power of creativity

47:24

and in this crazy busy digital world we live in today,

47:28

creativity stands out and it's a skill set

47:30

and a soft skill that I think marketers

47:33

have always been more creative

47:34

and I think salespeople are increasingly needing

47:37

to lean in and be more creative in their processes.

47:41

- Yeah, I mean, I think that the downside

47:44

that you hear like on occasion is someone like,

47:46

"Okay, everybody, I don't need another Patagonia

47:51

or something like that."

47:52

And you hear that sometimes

47:54

and that is so, so rare

47:56

that that is actually happening, right?

47:58

And we all have a bunch of swag

48:01

from a bunch of different conferences and things for sure.

48:04

But at the end of the day,

48:06

you give it to somebody else,

48:08

like it's not a real concern, I don't think.

48:11

- I 100% agree, but to that regard,

48:14

one of the things that we really strive to do

48:16

is have this like infinite marketplace

48:18

and I say infinite because we also tap into

48:21

a really cool integration with Amazon

48:23

and Amazon is like hundreds of millions of items

48:25

that you can personalize and send out through our platform.

48:28

And so based on that, you have the ability

48:30

to one day send that Patagonia

48:32

but the next day maybe it's a digital gift card for lunch

48:35

and the next day it's a really cool themed printed booklet.

48:38

And the next day it's a targeted gift

48:41

that's related to a campaign you're running.

48:43

And so I think, yes indeed, there's certain things

48:47

that people say, "Ah, do I want another one?"

48:49

In reality, most people do and they gift it

48:51

to their kids and their family members.

48:54

But with our platform too, the beauty is really

48:57

you can decide amongst an almost unlimited amount of items.

49:01

And so for different stages of the sales funnel,

49:04

for different stages of the customer lifecycle,

49:06

you can get creative of what you want to send

49:08

and what you want to send it.

49:10

- Any mistakes that people make

49:16

with corporate gifting or sending?

49:19

- Yeah, so I'd say some of the things that I see one

49:23

is just thinking of the silver bullet,

49:26

sending it and closing their eyes

49:27

and just waiting for their phone to ring.

49:29

I think that it is like everything else

49:31

so you have to be diligent and following up

49:33

and you have to really make sure

49:35

that you are putting effort into the entire process.

49:39

It's not a silver bullet that you're gonna send

49:41

a thousand mailers out, get a thousand phone calls immediately.

49:45

So that's one thing.

49:47

Two is I think there's making sure that you're tracking it

49:50

and being data driven around the campaign

49:53

and automating some of the reporting through that.

49:56

So I think that's important.

49:58

And then I think the other is just the ability

50:02

and or the thought that you want to empower your team more.

50:06

I think some, we do go across some marketers that are just saying,

50:09

hey, I'm only gonna be the ones that are gonna send it.

50:11

We really think of it as another tool

50:14

that you can use at the market,

50:15

but also have sales reps, SDRs, CalVanagers,

50:20

use that and really create a tool and a platform

50:24

that's used by people in real time

50:26

and allowing reps to send on their own too.

50:29

- Chris, this has been absolutely awesome.

50:31

Thanks so much for joining.

50:32

My final piece of advice is send people toys

50:35

and treats for their dogs.

50:36

If you know they have a dog or a pet,

50:38

send that, never, never gets out of style.

50:40

And every time they see it, they'll thank you.

50:42

Chris, any follow-ups?

50:44

- Nope, I agree.

50:45

I think that's an awesome thing.

50:46

And if anyone wants to connect with me personally,

50:48

I love chatting sales in Martek.

50:50

So find me a link, Dan, and let's connect.

50:53

- Thank you, Chris.

50:54

And to all of our amazing speakers here today,

50:57

that does it for our Spring 2023 pipeline power hour.

51:00

I hope you are all drunk on knowledge.

51:03

And if you'd like these pipeline generating tips,

51:05

you can listen or watch our podcast,

51:07

pipeline visionaries every single week.

51:10

Just head to qualify.com/podcast.

51:14

Thanks again and take care.