B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 years ago

20: The Power of Business Communities w/ Sangram Vajre

ABOUT THIS EPISODE

Does building a community actually generate business? Sangram Vajre, co-founder and Chief Evangelist for Terminus and host of the daily #FlipMyFunnel podcast,  came on the B2B Revenue Acceleration show to discuss building and evaluating business communities.

You're listening to be to B RevenueAcceleration, a podcast dedicated helping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show, I welcome to be to be a reveneecceleration. My name is Hoanam wit ter, and I'm here today with son Gram,vagere from temitus are you doing today and gram? I am fantastic. How are youyou? I am very good. Thank you very, very good. So today we will bediscussing the power of business communities, but first I'd like you toshow a little bit more about yourself, but also the company that you represent:Taminets, yeah, sure sn, the cofounder and chief evangelist of Terminus, mostrecently, Iran marketing at Forlat and mental, the acquisition of exacthorrvat and and sales force. So all of a sudden ave went from this hundredpeople company, based here in Atlanta to this ten billion iconic brands SallCor. That was the one urience for me and then along Teo abium has becomekind of my passion thing, so I ended up writing a book on a comnvas marketingthat Wale is published in two thousand and sixteen and its been really good.Germana started in around two thousand and fifteen ow. He started as threecotonders where about two hundred people based here Atlanta wow, that wsbeen a fun journey in along the way also started. I wrote a crazy blog flip,my phone of which I'm sure well talk about that turn into a pretty awesomecommunity with ten tousand people in plus people in the community with beennine conferences, Call Fot Ma follow, and we also do a daily podcast calledflip. Ba funnel talking about all things. Marketing sales and life wasfonderful for thanks for that Sangram. So on your lintin profit Youare thetitle, a d. You mentioned that actually in your introduction of the accidentallevangelist, and I believe that may come from the success of building up theFRIP, my finral community, that you also mentioned. Can you pres share withus? What motivated you to crate this community and what you achieve so faryeah I mean, I honestly didn't think of...

...building a community that wasn't thegoal in the beginning. It was more of like I just wanted more people to cometogether and talk about the problem and what I realized in the early days was.We were three first time founders based in in Atlanta haven't raised a lot ofmoney trying to build something that nobody, as really talked about Congismarketing until two thousand and fifteen yeah. So it really was like howdo we make noiise? How do we get people talking about it and none of theanalysts or all these tepo and all these analysts from none of them weretalking about it? So it wasn't really uptil do, and I realized at that timethat until we make the mask to believe in it and talk about it, nobody's goingto payten and that really started this ticidy of flipma funnel, which wasquite honestly, was a was a flight from San Franciso. Atlanta was stitl in themiddle seat and I was dowing this this funnel on a piece of paper, and I justflipped it and came up with these new stages, and that became the philosophyand by f the time I landed produced a blog and I just launched itand many peopos that hey. This is a great idea to just put an eventtogether and Thatl led you another event: Theyl let Yo on other event,really putting one step ahead of another. We kind of somehow stumbled on thisbuilding a community which honestly is really the people in the community. Woare building and making it AP. That's one of Feris, always love such anorganic story. You know when things happen, because you start withsomething, then something else happen. You Dont Mi its it's an Nammond offluck and the limit of doing things, but that's wonderful. What you ManatTratiun mean it's very, very, very impressive D. I believe that flick. Myfunal is a multiple from community. From from what I've been able to see,so people can interact wit, your website, through the podcast that yourun through events that you promote and so on, which of goose from yourperspective, is the most powerful channel to bring the community togetherand if you hade, to pick one...

...which ound re. It's a tough question,because there is a EIS. This thing te Soi. The event is, I feel, like it'sabsolutely the most patful, because it bronings people together and there'snothing better when you have two people connecting an event and you buildrelationship, and you now meet people that you're just Seeng online and allof a sudden, you feel like your best friends, Oh Wyeah, bat right. So theevent is Jeffrete one of the last conference. We did in Boston, OB,weaters thousand people attended, and it was just the energy was incredible.So it's fun, but but you can't do an event every single day or month a week,so having making sure that you do once a your event. That's one of the reasonswhy we started this CLIPA FOM dot org, which is an online community wherepeople are able to communicate back and forth, but then also theres, an allpeople who are doing some inredible thing. So we said well when I'm justTarta podcast, which obviously is one of the most amazing passive way oflistening to content and literally the countent that we create on the PODCASTAPP on the Lincon platform and then then there's a lot more engagement onthat on a regular basis is almost daily. So I feel like all of these kind offeed each other. But if I have t say that what I love the most more thananything, is really needing people face to pace and seeing their face light upwhen they meet somebody y. They really wanted to connect Wen Lon, fom yeas, sothe gvent would be your favorite and I believe, but they all connecting in away. So you recommend of frequency because Igueis the community, I'm beingpart of few communities and you've got community that some sometimes asAlitera bit too much a believe from the members. I've got some community asoutset of work and I'm on a slik group as at the moment wis, because a fewpeople wo l we've got the same hoby and Teris people absolutely commencing thewhole days which mean that Yo kind of miss the most important pace. I think Iguess my question Toyou is that do you have recommendation in that overloagingor O onteloaging, your memberols...

...yeafequency or intem of interm of theChannele us? That is again a really good question, because I think about itquite a time, especially because we started daily podcast yeah and I think what what really what Ifound out is that people are going to engage on the things that they like. So,for example, emails. We do not send more than once every two week becausewe know everybody gets toncs of email, so we don't need to send daily weeklyemails. We are sending e once every other week now podcast, nobody as to doanything. There is no push of content if people can subscribe and they canlisten on their commute, so that has been graye the Flipnat or dot Org. Wetry to post a question or something maybe every week, but literally let itbe organically. Some weeks, there's a lot of conversation some week, there'sa little conversation and we are okay, tith that because people in and outthey have real jobs, we can expect people to be hanging out all day alongin the community. So I think we have just made sure we are not doing overlydoing something or pushing too much. But if somebody wants to consumeconversation and have be partof conversations, they have optionsthrough our podcast as being a daily conversation. Okay, and do you use yourmembers as as Moterato, I guess, as people woparticipate, SHAC onten through a different channel that you use, or isit just Youk contentally and Teare, more whot siing is as a listener. Ifyou Wul yeah. No, I think a lot I mean O if you listen to the flipancalpodcast like ninety. Nine percent of the conversations are interviews withthe ditioners out there in the play in a marketplace who are doing something,learning something finding some issues or challenges. So those are pretty muchthe topics W. I wl e think communities are built whenthey are run by the community as opposed to a a figure head, and so asmuch as I would like to say, yeah, I'm...

...the tonol fo Ba Pon, but my involvementis pretty much making sure there are tools. There are events there areactivities of happening, but the conversations have to be literally ledby the people in the community that' ruly, when it becomes super vibrant, nogreat that that's really what's poerful, because you also will touch the thingsthat wet people will care. Thot autheres in the community, Hich, whichI is much more meaningful than going out with with your own idea. It may notbe what Wat the community wants to Ye. I guess so I mean you know. The otherpoint of that is that I don't have that many ideas, beaking very honest. Whycoul know t there are few ideas that I have and I feel like I've Ike to wetalk about them like without a community or commodity or here's. Thebest practice is what I think around ABM framework would be on that it isincredibly humbling and amazing to hear people who are actin in the trenchesand actually filing the fight, the good five who are actually trying to dosomething new and theyre isone. Somebody might be in a small companyand somebody may be in a billion doll company and how they're all trying tofix the problem. Their organizations there's no way that I can ever bringthat level of intensity in the conversation without hearing from them.So I just e Tu Silidator yeah, that's that's so true, very very trunand. Iguess we do exactly the SA, and this is so I was. I was saying to the the team.I walk with Doganis the postcast o enriched. I still havetoageconversation. No, since we started have leaned so much from people, and thereis e conversation during the podcast. There is also the conduction outside ofpodcast the preparation things like that and so so insightful to finalize.I've got a question for you about, but Frett man investment in a way. But howdo you see if Frip my fenar community generating business for Yo company,Terminus and Ow? Do you measure it yeah? It's really hard o to really look at it.That way, and when I take a step back, I didn't realize this before, but Ihave ben I've been learning about builing categories and- and I feel likeevery single category leader out there...

...in the marketplace- has a communitythey're leading Badic me. We can look at examples like sales force. Well, oay,Hey, they didn't create a sales for only commary. They could call a greenforce. You look at hop, SPAT THEY IIN call a hopspart community, they call itinbound, you look at Ainside, they call it pause and we can go on and on solike teminuts. It is plot my funnel, which means we have to be incrediblyhonest, making sure that we are not using the community as a bait tocloseor more of Tarminus, but community allows us to create narratives in themarketplace that we believe are important for people to know and insome way shep perform. Obviously t helps us because people know who isconnected with dogs. So almost every single category, leader out there inthe marketplace when you look back and the blueprint of the leaderstip style,is that they are led by our community. It's not they're, not led bat product,because somebody can buil a better product than what we have today. So Ifeel like community, gives you almost incredible opportunity to own themarket narrative and once you start owning the market narrative, then youhave an opportunity to win based on the fact that you hare a bigger brand ofvarness and brand presence, and if you have any beautiful product whichobviously we feel we have it sortof sales force and have spot an othirt.Then you will win and I think t that's how it's really has been a remarkablething for us, because almost every single comparitor of Germin is poncorsfloot Pafun, either hat theyre in attendance or theyre sponsoring and hasa built or they are speaking of the conference. So Bu. We made sure thatthis is like an industry conference. So everybody who wants to known aroundloan about a canbish marketing is coming to these concrents, becauseeverybody is here and we di not exclude anybody. We just invited everybody somany ways it willy allow us to own the narrative from the tap and buildtecommunity from the parter absoutey. We had, we had guest, who is actually theperson with helping us to put on to podcast together Tam Scaboryat, tat,fent fish media, and we discuss about...

...how can you just for the podcast nottalking about evens and I'm not talking about Tdeos, O bits and bises, but wediscuss ahout. How can you actually generate business from the podcast andrealize that there is threethings? There is the first one is Truliseno, sopeople someone knew finds stunbole upon your podcast somewhere on the Internet,listen to it lovs. What you've got to say, wonce to get in touch with you,the CHENCOL. That of that are probably a little bits slim, but it could happen.There'ser way is potentially to invite people that you believe could becomeyour customers or could become partners. What could be insightful for yourcommunity? So you you canhave, get in touch with your and Ouso is the personthat you want to sell to, and the third one is read that so cleadeur shap typeof image that that a binit to give toyourself, which means that you may start a prospective conversation with anew crient completely outside of the Commutian that you built. But whenthese people stort to research you they find that community they find the truarpart of the community. They find that you are talking about subject matter.TAT are quite interresting to them to the appears, but also Ou, a amentionalradio of your time. You cannot have that SOT leadership or around you, andwe believe that it's probably for us, that's, what's been the most successfuland then, where we send the moster the most fit back from prospect becomingclients. whor people said well, Look E, are looking at you guys and potentiallya fewesor companies, but when need some research about your company when we eedsome research about the management and we so oldeatical soidership contend thepodcast the conversation, the people you are connected with that just geveshus confidence to bove forward Bu. I think the community can be actuallyvery powerfor, notony acquisition or for acceleration or but yeah it is. Itis, as you said, it is Olse it's you...

...should not expect to. Maybe you cancomment on that, but I don't know what woill be the time frame from startingto build up a community to get a fist provenue from it. But I would expectthat Mr a good few months yeah I mean I think for us it happene immediateyright like even if I have to really trade. It's almost in the earth dayswhen we did the fullest conference we had about ten customers, and theconference had three hundred and fifty people that traveled from all over theplace to atend on and for us like right. After that, I remember I e you know endof month we were like over past fifty gustumers and I feel like the they venthad a lot to do, because it's not just the people who are attending the event,but the burd that it created across the pole industry around. Oh, there is inamen happening here, and these are all amazing people they're sending to theirpeople. A lot of the People Ho are sponsoring sending game us to theirdistribution list. So the hell effect of what it can do is is more than wisthe one day, a or two days when you have the event, so I know they're fromaredi perspective. It has it's not just the Ne New revenue I feel, like youknow, I think. Sale Cors has this case study with their preal Brazer communitythat I was Stalkin t matkew Sueezy, who runs their thought cledership at salesports. He said that every single person who is in the trail playsercommunity of sales force, spends two times more and stays four times longerthan other customers. So if you even think from a retention perspective,even you think from the overall value of the customer for you if they areportific community, you know that they're having conversations and inthat means that they have a higher chance of being successful att. Theyare successful. They wil stay with you, so I really coity has a much biggerpart than Deis acquisition yeah. No, I think that's that's a very, very point.Well, thank you, ver much foor sharing or your insight with us today's Angram.Now, if anyone whois listen into that, podcast would like to get in touch withyou or get in touch about terminus, to...

...know more about what EGAS cand do forthem. What is the best way to get in touch? Well, I'mdoing, a personally I'mon Linton and I post something jaily over there. I love it. You candefinitely put me on that Lincon on Sanga bagery determinas. You can likeat tromicom. If you want to be Por Mudy, that is seeking different ideas aroundthe APM. You can join the Flippas onnall that m community AL, listen tothe PODCAST. That's wonderful! Well, that's great many things once againSongrom for your thing! Today it was fantastic to a jonishow. Thank you. OPARADICS has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and managing insize sales teams in househas existed for many years. Companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales see how operatics can help your company accelerate pipelineat operatics, dot net you've been listening to be to be revenueacceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank you so much for listening until nexttime.

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