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 were listening to bb revenue acceleration, a podcast dedicated helping software executive stay on the cutting edge of sales andmarketing in their industry. Let's give into the show. Hi, welcome tobe to be a rever acceleration. My name is already M with you andI'm here today with Adam Smith, founder and director, Adam take. Howare you today, Adam? I'm very thank you. I'm very, verybusy. All is good. Thought there was going to be some time fora holiday or something this summer, but it's been really, really busy.So No, no, were time to do that. But yeah, reallyexcited to have a conversation and have a little chat. I've feel for youbecause I'm French and I think that I'm actually going off for two months inJulie and August, and I have absolutely Zer Roliday this summer. So Iknow what you mean. When it is really warm outside and you've got tobe working, it's it's a little bit of a little bit of a shame, but that you got business is good. That's the most important so business isbusiness, same absolutely, and you need to be on the on thedeck. So the topic of today's episode is why not. All marketing isa right for you. But before we go into that conversation, Adam,could you please introduce yourself to audience and also tell us a little bit moreabout them? Take the company that you found it, of course. Yeah, so I created them. Take way back in two thousand and six andI was entering the space where they were literally hundreds of marketing and website designcompanies starting up. Back in two thousand and six, I was only sixteenand I supported a little bit of a gap in the market where create anorganization focused on customer experience and business growth was far better than just creating anotherweb design agency that was focusing on the same thing, and I really wantedto offer something unique. Fast forward to now. We've now grown into oneof the lead in digital agencies and thought leaders into growth techniques. As acompany, we're no accelerating growth by doubling in size. We're looking at heavilyinvesting in understanding the future trends of marketing and our whole missip mission is basedaround creating a unique experience for our clients...

...and strategically delivering campaigns, on reallyscaling much smarter and better, and that's really, really a unique selling pointfor us. Really, absolutely. That's the wonderful mission as well, whichis kind offlingk to a the big we're going to discuss today. So that'sa good bridge to my first question, which free I expi, and soI do believe, because we've met, that run at sixteen anymore. I'mbelieve that you made. You may have a few of explain now, Wisometimes, you've been working in the digital marketing space for a little while nowand and I'm sure that's through that time you've witnessed mini shifts in social media, as you're INBOM marketing strategy. theital about aiding and Exter and why thisone is ever changing, and what we feel at operas, when we welook sometimes at our clients or what we see in the markets or when wego to a sells meeting and speak to people about what accelerating digital activity,is that most companies try to follow the flow and keep up with a digitaltrends, but they often fail because they are just following what everyone else isdoing. And we do feel that he doesn't really mean that they're doing theright thing for their brand. So that's a statement. What they would lookto on those on the from you. And if you are to speak toa net new clients, what would you recommend them as to what the companyneed to do in order to keep in what a company should keep in mindbefore the invest in new, different type of digital marketing strategy? Yeah,totally so. And to your first point, and you're really right. And backfive years ago, even into a two thousand and fourteen business owners,marketing teams were becoming and developing. This sort of scatter gun approach to marketingand marketing back then was extremely experimental and was only sort of done with,with very little direction and everything like that. And businesses seem to just try anythingand everything rather than being strategically actually over what would work for them.And nowadays there are so many insights and so much data available that you cantruly build a marketing strategy to age your...

...business growth around what is going towork for you. My first bit of advice for that would be, youknow, start by outlining your future goals and then think about who your mostsuccessful customers have been today. Ultimately, that information and that company historic datawill really benefit you and truly help you understand where your actual audience and targetingof your marketing needs to be. Once you find this out, you'll bethen able to define the actual audience you need to reach and then also thiswill help your sort of marketing activities sort of reach the audience, and theright audience who has the intent to purchase products and services. When you're sortof planning and running your marketing, you need to remember that each of theplatforms and strategies that you run will have different intense and different outcomes, andthe golden always really is not to get disheartened about if some strategies don't goas well as planned, because at the end of the day, marketing isprogressive and you need to learn to test different strategies and campaign models to seewhat works best for you. But ultimately, and you know, by folks inthings more strategically and looking back at has stroke data, you can reallythen plan your future campaigns and then have some that not just focused around sortof brand awareness, but some will be then based around Lee generation and actually, you know, every platform will perform differently and no platform will perform thesame. I'm a firm believer in sort of, you know, focus inyour marketing efforts on campaigns that will grow your business, rather than wasting timeand effort and resources on weaker opportunities that aren't going to work. And ultimately, time this into a cell's approach, you know, and your sales teamsare avoid a part of any business. You know, your sales and marketingteams, team should be totally aligned. By getting a better marketing strategy,which will qualify better quality leads yourself team will spend them more time working onrelevant prospects to build a veterans from the pipeline and ultimately, that's something thatevery business needs to achieve far more efficiently with their marketing in this day andage. Really Yeah, I agree. I agree with you. And then, based on a couple of points of a couple of stages that you mentioned, what do you think, if there is one that is the most important, between the actual end use or your...

...trained to sell to, versus yourproduct, in order to define what your marketing strategy should be? What whatis leading the digital marketing strategy is in both all the product of the endus are. It's both. So everything should be totally aligned and aligning yourproducts to, you know, to work more closely with your marketing and alsolook at things like historic data, looking at future trends and really understand andget a grip. At the end of the day, the whole thing shouldshould work together. It should be its own engine in a way, andmove foot move forward positively into the right direction of then obviously generating more revenuefor businesses. Yeah, like what you had to say, also around thetrial and test, that sort of marketing lab or. You've got to trythings, you've got to potentially train your platform. You've got to guard thereand measure the real results and results is funny. I remember you mentioned fiveyears ago. I don't know if he was exactly five years ago, butwe were in lots of meetings while people were considering the STU wrength of themarketing on the strength of the brand. By looking at our many lake theywere getting on facebook for agation. FACEBOOK was trendy. Now it seems thateverybody has been migrating from facebook to instagram or sum was our bloodform, butwe always have the question of saying will look good? Tenzero like fantastics.Are Many deals have you actually close at the back of that? Okay,so the question I've good for you is when you run that sort of marketinglab when you decay to stop, when you decay to double, what arethe Kepis that you should look at to really make decision on what's walking's notworking from a digital marketing strategy, and so we would always sort of putmetrics in place to understand the data, both monthly, quarterly and annually.By assessing, you know, which strategies that you're going to be running allthe time, you're going to be able to really strategically report on what isand what isn't working, better qualifying leads and really looking at what is goingto drive tract of it. Ultimately, it's all well and good getting athousand, Tenzero, a hundred thousand likes,...

...but at the end of day,if you don't get the engagement, don't obviously get the lead and andthe cells coming in, then it is it just you're wasting resources on atask that is just a vanity figure. You know, it's not anything that'sgoing to going to grow your business. So ultimately you need to almost stepback out of it and for a lot of our customers we do that quarterly, where we'll sit there and look over every strategy to date and really looksometimes, you know, on the flip side of that, you do needto learn how to sort of sit back and let it run its course andbecause sometimes it's a short term go on a short term KPI. Sometimes it'sa much wider and longer, longer sort of part of marketing in terms ofbrand awareness building. You know, the more like you do get that arequalified and until engage with your brand, there is a long term benefit.Then it isn't necessarily about getting short term leads every single month straight away,and then you do need to think about the bigger picture as part of thatas well. Absolutely, I think the brain is something that came to realitytwo minutes so long ago. And and by the way, for all ouraudience at them and then take out the company that operatics are selected to ELPUS in running our all our digital activity from website is hers and everything.So we've been working to get off a little while now. But I'm goingto give you a life feed back as a customer, an Adam, Iwas sitting in front of a CEO of the Cloud Infrastructure Company at an eventa few months ago in North America and but that day told me actually wasmade me probably brought a massive smile on my face. He just said tome, look a thought about the paratics. I thought, I know full lotof very good things about operatics and really only question that I'm good foryou is can I afford your services? And that's really got me very happybecause I am the sort of person that will always not complain but ask questionto the marketing team about results, while my leads was the business as howcan we try? How can it is that, and I've got my marketingteam tell him it's not just that. This is the tip of the iceberg, but you've got to look at the rest and what we're doing for thebrand and all the sort of things that...

...you can perceive or just measure catchand as kind of the real first time that he actually slapped me back inthe face and I really, really you know, it's an underable feeling whenyou feel that you know you build up your own company and you start tohave a brand, people start to speak about your brand and I think itis critical. Now coming back to my next question. I was just alittle bit of an a party, but coming back to my next question.You did mention in your introduction that a big part of what you do arewhat you want to do as a business, is really to look at the futuretrends and what's happening in the future. So if we were to take outthe crystal ball and if you are to predict or give me some insightas to what you believe will be successful in the future, could you,could you show that with the audience? What do you think we should keepour eyes and thanking from a train. Yeah, and because the thing is, you know, everyone uses the Internet differently and even how we all dida few years ago and at the end of the day, is still constantlyevolving. And you know, we're seeing the huge trend at the moment aroundsort of the conversational marketing and people, at the end of the day nowadaysdon't want to be sold to. You know, they know it's important thatbusiness has need functioned as a marketing company, but ultimately, you know, sellsa marketing approach neat needs to become more humanized and what we seen it'sa huge upward trend in this whole conversational marketing piece. Off The back ofthat, and you know, as humans, we all want to feel special andtouch points in our marketing need to be aligned with this. People wantthings now. Everything is become instant, if you think about instant messaging andcommunication, and there's almost a laziness to laziness amongst us now, when noone wants to wait for anything. So marketing needs to become more aligned withthis and we need to learn how to add more value to customers and prospects. And it's even things like, you know, very similar to this podcast, where we're creating new content, insights that we can share and become thoughtleaders in the fields that we're in, and that is a huge part ofgrowing your business now, where you know not to be sold too like Isaid just now, and ultimately every business should learn how to think outside thebox, go that extra mile and make...

...their marketing more personal and human centtrick, and that's a huge trend now, but we're seeing a huge upward trendwhere this is going to continue and become normal over the next three tofive years. But it's hugely important part of marketing that people need to understandthat they need to they need to learn how to change their marketing in lineof that if they're going to be successful in the next sort of three fiveyears. Absolutely. I think it's right on target. As you may havefrom some of the previously piece of that we recorded under on the need tobe a riving your acceleration short and there is a lot of conversation are on. I can days everything I come these marketing a gun base saying which,yeah, which is Convulsa an all conversation or marketing. In a way,now it's a toping. But I guess made question to you and it isprobably super open question because I appreciated depending on the type of services you're furdepending on the type of audience you want to Ridge, there is not aright on, sir. But how do you actually do it, or whatwould be the two or three rules that you would you would advise to peoplelistening to us? They'm out to actually do it? Yeah, totally,and firstly I would say don't overthink it. You know, conversation is exactly this. It's it's, you know, very sort of just on the cuffsort of talking and discussion and I think in this dendinge people expect that typeof marketing where, you know, a few years ago it was all aboutscheduling at the right times, the right days, making sure it goes outat the right times and having this strategy and all those strategy is important,I think, from real basic level, I think my number on the WHOrulers would just be, you know, do it regularly, consistently and havethat authenticity behind it where you know it doesn't feel so rigid and it justfeels that feels like more caring and to make every person that you're dealing with, every prospect, every customer, feel special, and I think that isa huge part of what I would say is, you know, that iswould be my first approach to it. Okay, that sounds pretty much prettymuch for lane with what we trot, all of us are trying to do. So I appreciate that. So coming back to measure Mont a little bitand coming back to Kepis and kind of...

...the same question again, wide openbecause ends use are change services and solutions on the friends. So I preshadthere isn't not one simple rule, but if you're well to give us somevery key Kepa is that every single market are should look at what we didbe and first I would say about sort of measuring the marketing is super importantand you know, reporting in this day and age has become far easier andwith things like daytimealytics and things, you can very easily set up gold completionsand and all different cut types of call tracking and things like that. Andand that way you also back to the original question of, you know,making marketing, you know, less scattergon and more strategic. You know,that will really really help those campaigns, find out which campaigns are working foryou and which ones aren't. Another core element of this, I would say, would be to set up a lead quality score metric, and that wayyou can really define who your perfect customer is and understand whether the lead qualitythat is coming in and the measuring of that performance, you know, makesure that when, when you're getting the right quality leads in, they arebeing servet in right way to the right team and things like that as well. So, for example, and you know, with them tech, wescore every single lead out of ten and is and guess work. It's notpersonal opinion and that determines to score. We use data such as you know, who is a decision maker? Are we talking to see level, orare we talking to to sells director? Are we talking to marketing assistant?You know, you know what is the the turnover of that company and we'vecreated in our own equation. We do this with a lot of our clientsand that actually then that school that comes off the back of that defines thequality of the leads. And then what you can do with that is,if you notice that you're constantly getting low quality, it means that you're marketingplan in your strategy is not aligned correctly, and you know you're easily be ableto determine whether your market at marketing efforts are aligned, whether the terminologyyou're using, whether the content you're delivering is ultimately going to grow you moreeffectively, you're not, or you know, more efficiently. So measuring your owncampaigns carefully only help you keep close...

...eye on it, and I thinkthat's one huge important path that everyone needs to look at rather than having,you know, that scas kind approach. So I spoke about earlier. Ofcourse, of course, but I like the third you speak about. Thetopic was a really fashion in your voice. So that's that's really good to earnand sank to rank, but for you are insight today. I don'tknow, I really appreciated to the time to speak to us at all.I know I'm busy you are, I know, I'll quickly. You aregrowing as a business and as you're in between recruiting and doing lots of Bitchpreass. So really up with the fact that you're thinking the thing to speakto me, and no yesterday on the show today. But if anyone wouldlike to get in touch with you, is got to push you the conversationround, you know, for shore tends, etc. Etc. Are Do likeoperatics, which is using your services. Are then take to generate needs.Be More presents in front off with ensured by as online exits like Ce. Oh, do we get old of you at a? Yeah, totally. Anyone can add me on linkedin. My handles, Adam Smith, Biz, bized and all visit our website. Damn Tech Cod to UK. Tobe honest, I'd love to have a conversation with anyone around this topic andif anyone's to get in touch, please do. And Yeah, we canstart a conversation and go from there. That sounds good. Profit and thentake is the Amteq. Don't misspeaded, but you will find them in thethe only one on the Internet. But again, thank you very much.Of them know where. I think Glasa having on this today. Thank you. operatics has redefined the meaning of revenue generation for technology companies worldwide. Whilethe traditional concepts of building and managing inside sales teams inhouse has existed for manyyears, companies are struggling with a lack of focus, agility and scale requiredin today's fast and complex world of enterprise technology sales. See How operatics canhelp your company accelerate pipeline at operatics dotnet. You've been listening to be tob revenueacceleration. To ensure that you never...

...miss an episode, subscribe to theshow in your favorite podcast player. Thank you so much for listening. Untilnext time,.

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