B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 2 years ago

55: Why Not All Marketing Is Right for You w/ Adam Smith

ABOUT THIS EPISODE

It's an unbelievable feeling when you build your own company, have a brand, and hear people speak about your brand.

You think: My digital marketing team was actually right!

Then you think: I should do like 50 times more digital marketing.

Well... not necessarily.

I had the chance to chat with Adam Smith, Founder and Director at Damteq, about digital marketing, how to stay agile (and aligned), and future trends in marketing.

 

You're listening to be to B RevenueAcceleration, a podcast, dedicated elping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show hi welcome to be to be Eveyouaccederation. My name is Oliam with her and I'm yere today with Adam Smith,fonder and Directo Adamtik. How are you today Athem, I'm very well? Thank you.I'm very, very busy. All is good. I thought there was going to be some timefor a holiday or something this summer, but it's been really really busy. So nono rall time to do that, but yeah really excited to have a conversationand have a little chat, iive fealed for you, because I'm French and I think,Ebody thin that I'm actually going off for two months in Julia and August, andI have absolutely your Oaly Datis Sumel. So I know what you mean when it's reallywarm outside and you got to be working. It's it's a little bit of little bit ofa shame, but that you go. Business is good that most important, so businessis the same absolutely and to be on he on the deck. So the topic of of today'sepisode is why not all marketing is right for you, but before we go intothat conversation Adem, could you please introduce yourself to audienceand also tell us a little bit more about them? Tak, the company that y youfounded, of course yeah. So I created THEMTEC way back in two thousand andsix and I was entering a space where there were literally hundreds ofmarketing a website design company starting up back into thousand and six.I was only sixteen and I spopted a little bit of a gap in the market wherecreat an organization focused on customer experience and business growthwas far better than just creating another web design agency. That wasfocusing on the same thing and I really wanted to offer something unique fastforward to now. We've now grown into one of the leading digial agencies andthought leaders, INSO growth techniques as a company with out acceleratinggrowth by Doublin insize, we're looking at heavily investing in understandingthe future trends of marketing and our hole. MISSIP mission is based aroundcreating a unique experience, forour...

...clients and strategically deliveringcampaigns on really scaling, much smarter and better, and that's reallyreally a unique selen. Poin Cross, really absolutely that's a wonderfulmusician as well, which is kind of fling to topic we're going to discusstoday. So that's a good bridge to my first question, which you know ReaExpiran, so I do believe because we've met that you hunded sixteen anymore. Ibelieve that you may you may have a sheeal of Explan, no yeah Wi. Sometimes you've been wolking in h in the digitalmarketing space for for a little while now nd and I'm sure that through thattime, you've witnessed many shifts in social media S in bomb marketingstrategy, digital advertising and etc, and well. This wote is eveut changingand what we feel at Operatis when we look sometimes at our clients or whatwe see in the market O when we go to Selles meeting and speak to peopleabout what accelerating dutal activity is that most companies try to followthe flow and keep up with gital friends, but they often fail because they arejust following what everyone else is doing, and we do feel that he doesn'treally mean that theyare doing the right thing for their briend. So that'sa statement. What te would like to Wan Ose on from you and if you are to speakto a net new clients? What would you recommend them as to what the companyneed to do in order to keeping what a company should keep in mind before theyinvest in new different type of digital marketing, Sprategy yeah totally so,and to your first point and you're, really right and back five years ago,even in so two thousand and fourteen business on as market and teams werebecoming and developing this sort of scatter gun approach to marketing andmarketing back then was extremely experimental and was only so done withwith very little direction, and everything like that and businessesseem to just try anything in everything rather than being strategic. Actuallyoverwhap would work for them, and nowadays there are so many insights andso much dater available that you can...

...truly build a marketing strategy to age.Our Business Grove around what is going to work for you, my first bit ofAdvince, for that would be. You know, start by outlining your future goalsand then think about who your most successful customers have been today,ultimately that information and that company historic data will reallybenefit you and truly help. You understand where your actual audienceand Targetin, if your marketer needs to be once you find this out you'll, bethen able to define the actual audience you need to reach and then also it willhelp your sort of marketing activities and sort of reach the audience and theroyt audience. Who has the intent, purchal, product and services whenyou're sort of Plann en branding your market in you need to remember the eachof the platforms and stratagiisthat you run, will have different intents anddifferent outcomes, and the golden walways really is not to getdishartened about. If some strateies don't go as well as planned, because atthe end of the day, Marke and it is progressive- and you need to learn totest different strategies and campaign models to see what works best for you.But ultimately you know by Folksnin things more strategically and andlooking back at historic dayto. You can really thencline your future campaignsand then have some that not just focused around sort of rand awareness,but some will be then based around Le Generation and actually en knough.Every platform will perform differently and no patform wil will perform thesame on a firm believer in sort of you know: Focusin your marketing efforts oncampaigns that will brow your business rather than waiting time and effort andresources on weaker opportunities that aren't going to work and ultimatelyTine this into a cells approach. You know and your sales teams are avoidpart of any business. You know your Selles ad marked in Jens team should betotally aligned by getting a better marketing stratey, which will qualifybetter quality leads. Your sells team will spend them more time, working onrelevant prospects to build a better, an strong e papeline and at Nol to me.That's something that every business needs to achieve a far more efficientlywith their marketin in this day and age really yeah. I agree, I agree with youand then based only a couple of points of the couple of stages that youmentioned. What do you think if there is one that is the most importantbetween the actual and USAL? You are...

...strying to sell to Teish your productin order to define what your marketing strategy should be at. What is leadingthe dital marketing Fu is in both or the product of Tjenjusa is both, soeverything should be totally aligned and aligning your products to. You knowto work more closely with your marketing and also look at things likehistoric data, looking at future trends and really understanding Gein the gripat the end of the day, the whole thing should should work together. It shouldbe its own engine in a way and mood foot move forward positively into theright direction of then obviously generated more revenue R for businessesyeah. I like what you had to say also around he, the Trialand test that sortof marketing lab or you've got to thry things. You've got to potentially trainyou platform, you've got to God there and Mersure. The real resurts andreserce is funny. I remember you mentioned five years ago. I don't knowif it was exactly five years ago, but we were in lots of meetings wherepeople were considering the strength of the marketing or the strength of thebrand. By looking at how many light they were getting on facebook fraction,ipasboo questrendy. Now it seems that everybodyhas been migrating fromfacebook to instagram or SOMO a platform. But we already the questionof saying: Well: Look you at tenthousand likes fantastics. How manyDans have you actually closed at the back of that? Okay, so the questionI've got for you is when you run that sort of marketing lab. When do youdecide to stop when you decide to double what or the KPIS that you shouldlook at to really make decision on? What's working was not working from agital marketing frategy, and so we would always sort of of metrics inplace to understand the data, both monthly qarterly and angely. Byassessing you know which strategies that you're going to be running all thetime, you're going to be able to really strategically report on what is andwhat isn't working, better qualifying leads and really looking at what isgoing to drive tack, because, ultimately, it's all will and goodgetting a thousand ten thousand a...

...hundred thousand likes, but t the endof the. If you don't get the engagement at, don't, obviously get bleed and thecells coming in then it is it just you're wasting resource on a task. Thatis just a vanity figure. You know it's not anything! That's going to o goingto grow your business, so, ultimately you need to almost step back out of itfor a lot of our customers. We do that quarterly, where we'll sit there andand look over every stretch, ofyou todate and really look. Sometimes youknow on the flipsider that you do need to learn how to sort of sit back andlet it run its course and because sometimes it's a short term going ashort term KPI. Sometimes it's a much wider and longer longer sort of part ofmarketing. In terms of brand wereness building, you know the more likes youdo, get better qualified and thesort of engagement with your brand. There is alongterm benefit, then it isn't necessarily about etting short termleads every single month straightaway, and then you do need to think about thebigger picture as part of that as well. Absolutely, I think, I think the brandis something that came to to reality to Meno so long ago and by the way fallour audience ademn and them take out the company that operatics are selectedto twelve person running out all ou digital activity from website a use andeverything. So we've been working to get off fa a little while now, but 'mgoing to give you a life in back as as a customal Inatem, I was sitting infront of Ta Cea of e Cloud Infrastructure Company at an event fewmonths ago in North America, and what that Gay told me actually was made meprobably brought a massy mile on my face. He just said to me: Look Ivethougt about the poratics, I hot a knowful lot of very good things aboutthoporatics and really the only question that I've got for you is. CanI offer your services and that's really got me very happy, because I am thesort of person that will always not complain but ask question to themarketing team about resurts. While my lids was the business, how can we try?How can we this that and I've got my backetting tintelling me? It's not justthat this is the the tip of the Izbu, but you've got to look at the rest andwhat we're doing for the brand and or...

...thos sort of things that you canperceive or just measure or catch and that's kind of the real first time hat.He actually slappd me back in the face and I really really O K O it's anunjoyable theling when you feel that you know you build up your company andyou storp to have a brand people starp to speak about Courbrin, and I thinkthis is critical. Now, coming back to my next question, I was just a littlebit of an apathy, but coming back to my next question, you did mention in yourintroduction that a big part of whath you do or what you want to do as abusiness is ready to look at the future trends and what's happening in thefutshol. So if we were to take out the crystal ball and if you are to predic O,give me some insight as to what you believe will be successful in thefuture, could you could you show that with aujience h t? What do you think weshould keep our eyes an bafly on Ta, Tran Yeah and because the thing is youknow, everyone uses the Internet differently and even how we alded a fewyears ago and at the end of the day, is still constantly evolving, and you knowwe're seeing a huge trend at the moment around sort of the conversationalmarketing and people at the end of the day. Nowadays, don't want to be sold toyou know. They know it's important that businesses the function as a marketingcompany, but ultimately you know, cells and marketing approach need needs tobecome more humanized and what we Sain is a huge upward trend in this wholeconversational, Marketin pieace off the back of that, and you know as humans.We alwant o feel special and top points in my market. An need to be alignedwith this people want things now. Everything has become instant if youthink about instant messaging and communication and there's almost alaziness, an laziness amongst us now, when no one wants to wait for anythingso marked in these tocome wore religned woth this, and we need to learn how toadd more value to customers and prospects, and it's even things likeyou know very similar to this podcast. Where were creating new content insihes,that we can share and become thought leaders in the fields that we're in and-and that is a huge part of growing your business. Now, where you know no onewant to be sold to, like I said just now, and ultimately, every businessshould learn how to think outside the box. Go their extra male and make themmarketin more personal and human...

...centric, and that's a huge trend now,but we're seing a huge upper trend where this is going to continue andbecome normal over the next three five years but N. it's hugely important partof marting that people need to understand that they need to. They needto learn how to change thei market in in line of that, if they're don't to besuccessful in the next or three five years. absoltely, I think, is right onTageta, as you may have head from some of the previous episode that willrecord it. Oneonthe Metobe, revenew acceleration show there is a lot ofconversation ar on accountnt days everything I come base marketing a conBasa Eah, which is conveational conversational marketing in a way. Nowit's a topic, but I guess my question to you. Andi is probably ship up openquestion because I appreciate, depending on the type of services Youredepending on the type of Ogence you want to reach. There is not a right onser, but how do you actually do it or what would be the two or three rulesthat you would? You would advise to people listening to US theam out toactually do it yeah, Toklik and Certnlly, I would say, don't overthinkit. You know. Conversation is exactly this. It's it's. You know very sort ofjust on the cuff sort of talking and discussion, and I think in this daythese people expect that type of marketing. Where you know a few yearsago, it was all about scheduling at the right times the right dates, makingsure it goes out of the right times and having this stratt and all thougestratety is important, I think, from a real basic level. I think my number onGod rol was, would just be you know: Do it regularly consistently and have thatauthenticity behind it where you know it doesn't feel so rigid. It just feelsthat feels like more caring and to make every person that your dealing withevery prospect every customer feel special, and I think that is a hugepart of what I would say is you know that is, would be my first approach toit. Okay, that sounds pretty much pretty much alin with what we try. Allof us are traying to dee, so appreciate that so coming back to my jomandolittle bit and coming back to Kpis and...

...can Hov the same question again wideopen because andusop change, stuvities and solutions of different soappreciate, there is not one simple rule, but if you got to give us somevery key tpiis that every single marketer should look at what would hiybe, and first I would say, about sort of measuring the marketing. It's superimportant, and you know, reporting in this day and age has become far easierand with things like date, analytics and things you can very easily set up,Gol, completions and and all different citypes of cool tacking and things likethat, and- and that way you also back to the original question of you know,making market in you know less scategon and more strategic. You know that willreally really help those campaigns find out which campaigns are working, foryo,an which ones aren't. Another core element of this, I would say, would beto up alique quality score metric, and that way you can really define who yourperfect customers and understand whether the leaue quality that iscoming in and the measuring of that performance. You know making sure thatwhen, when you're you know getting the right quality leav in they arbieneTostin right way to the right team and things like that as well. So, forexample- and you know with Damn Tech, wescore every single lead out of tenand it isn't guest work, it's not personal opinion and that determines toschool. We use data such as you know. Who is a decision make out? Are wetalking to seeleven? What are we talking to to salves director? Are wetalking to marketing assistant? You know, you know what is the the turnoverof that company and we've created then our own equation, and we do this with alot of our clients and that actually, then, that score that comes off theback of that defines the quality of the leads and then what you can do with.That is, if you notice that you're constantly getting low uality, it meansthat you're marked in plan in your stratute is not a Ligne corectly, andyou know you'll easily be able to determine whether your marketermarketing efforts are aligned, whether the terminology you're, using whetherthe content you're delivering, is ultimately going to grow you moreeffectively or not, or you know more efficiently, so measuring y. your owncampaigns carefully, will only help you...

...keep close eye on it and I think that'sone huge important path that everyone needs t to look at rather than having.You know that Scat Gan approach, as I spoke about earlier course, of course,what like the first, you speak about the topic wish a reall pashion in yourvoice. That's that's really good to it and and San you ra for your insighttoday. I don't really get really appreciated to the time to to speak tous a now. I know how busy you are. I know how quickly you are growing as abusiness and IA soin between recruiting and doing lots of big paces, so reayapprecia e, the fact that you're taking the time to speak to me and ion theshow today, but if anyone would like to get in touch with you esor to Pustouthe conversation around you know, Fithal, trens, etc, etc, or do likeoparatics, which is using your sebvioce. A Dem Tak to generate leads, be morepresent in front of potential BIOS on Lin, exet, etc. Owdo we get old of you,Aa yeahtigtly. Anyone can add me on Blinkton my handles Adam Smith, Biz, BI,zed and Althis at or website damn techdocody UK- to be honest, tard loveto have a conversation with aveyone around this topic and, if anywants toget in touch, please do and yeah. We can start ou conversation and go fromthere. That sounds good PAFEC and Tam Tin is Damteq, do mis Sparrit, but youwill find them and 'r the only one on the on Internet. But again, thank youvery much of them Atam. You know where I think whos Amothing, O Isr today.Thank you. operatics has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and managing inside 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. Seeow operatics can help your company accelerate pipelineat Operatics, dot net you've been listening to B, to b revenueacceleration to ensure that you never...

...miss an episode subscribe to the showin your favorite bodcast player. Thank you so much for listening until nexttime.

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