B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 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 and marketing in their industry. Let's give into the show. Hi, welcome to be to be a rever acceleration. My name is already M with you and I'm here today with Adam Smith, founder and director, Adam take. How are you today, Adam? I'm very thank you. I'm very, very busy. All is good. Thought there was going to be some time for a holiday or something this summer, but it's been really, really busy. So No, no, were time to do that. But yeah, really excited to have a conversation and have a little chat. I've feel for you because I'm French and I think that I'm actually going off for two months in Julie and August, and I have absolutely Zer Roliday this summer. So I know what you mean. When it is really warm outside and you've got to be 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 is business, same absolutely, and you need to be on the on the deck. So the topic of today's episode is why not. All marketing is a 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 more about them? Take the company that you found it, of course. Yeah, so I created them. Take way back in two thousand and six and I was entering the space where they were literally hundreds of marketing and website design companies starting up. Back in two thousand and six, I was only sixteen and I supported a little bit of a gap in the market where create an organization focused on customer experience and business growth was far better than just creating another web design agency that was focusing on the same thing, and I really wanted to offer something unique. Fast forward to now. We've now grown into one of the lead in digital agencies and thought leaders into growth techniques. As a company, we're no accelerating growth by doubling in size. We're looking at heavily investing in understanding the future trends of marketing and our whole missip mission is based around creating a unique experience for our clients...

...and strategically delivering campaigns, on really scaling much smarter and better, and that's really, really a unique selling point for us. Really, absolutely. That's the wonderful mission as well, which is kind offlingk to a the big we're going to discuss today. So that's a good bridge to my first question, which free I expi, and so I do believe, because we've met, that run at sixteen anymore. I'm believe that you made. You may have a few of explain now, Wi sometimes, you've been working in the digital marketing space for a little while now and 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 this one is ever changing, and what we feel at operas, when we we look sometimes at our clients or what we see in the markets or when we go 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 digital trends, but they often fail because they are just following what everyone else is doing. And we do feel that he doesn't really mean that they're doing the right thing for their brand. So that's a statement. What they would look to on those on the from you. And if you are to speak to a net new clients, what would you recommend them as to what the company need to do in order to keep in what a company should keep in mind before the invest in new, different type of digital marketing strategy? Yeah, totally so. And to your first point, and you're really right. And back five years ago, even into a two thousand and fourteen business owners, marketing teams were becoming and developing. This sort of scatter gun approach to marketing and 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 anything and 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 can truly build a marketing strategy to age your...

...business growth around what is going to work for you. My first bit of advice for that would be, you know, start by outlining your future goals and then think about who your most successful customers have been today. Ultimately, that information and that company historic data will really benefit you and truly help you understand where your actual audience and targeting of your marketing needs to be. Once you find this out, you'll be then able to define the actual audience you need to reach and then also this will help your sort of marketing activities sort of reach the audience, and the right audience who has the intent to purchase products and services. When you're sort of planning and running your marketing, you need to remember that each of the platforms and strategies that you run will have different intense and different outcomes, and the golden always really is not to get disheartened about if some strategies don't go as well as planned, because at the end of the day, marketing is progressive and you need to learn to test different strategies and campaign models to see what works best for you. But ultimately, and you know, by folks in things more strategically and looking back at has stroke data, you can really then plan your future campaigns and then have some that not just focused around sort of 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 the same. I'm a firm believer in sort of, you know, focus in your marketing efforts on campaigns that will grow your business, rather than wasting time and 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 teams are avoid a part of any business. You know, your sales and marketing teams, 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 on relevant prospects to build a veterans from the pipeline and ultimately, that's something that every business needs to achieve far more efficiently with their marketing in this day and age. 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 your product, in order to define what your marketing strategy should be? What what is leading the digital marketing strategy is in both all the product of the end us are. It's both. So everything should be totally aligned and aligning your products to, you know, to work more closely with your marketing and also look at things like historic data, looking at future trends and really understand and get a grip. At the end of the day, the whole thing should should work together. It should be its own engine in a way, and move foot move forward positively into the right direction of then obviously generating more revenue for businesses. Yeah, like what you had to say, also around the trial and test, that sort of marketing lab or. You've got to try things, you've got to potentially train your platform. You've got to guard there and measure the real results and results is funny. I remember you mentioned five years ago. I don't know if he was exactly five years ago, but we were in lots of meetings while people were considering the STU wrength of the marketing on the strength of the brand. By looking at our many lake they were getting on facebook for agation. FACEBOOK was trendy. Now it seems that everybody has been migrating from facebook to instagram or sum was our bloodform, but we 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 marketing lab when you decay to stop, when you decay to double, what are the Kepis that you should look at to really make decision on what's walking's not working from a digital marketing strategy, and so we would always sort of put metrics in place to understand the data, both monthly, quarterly and annually. By assessing, you know, which strategies that you're going to be running all the time, you're going to be able to really strategically report on what is and what isn't working, better qualifying leads and really looking at what is going to drive tract of it. Ultimately, it's all well and good getting a thousand, 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 and the cells coming in, then it is it just you're wasting resources on a task that is just a vanity figure. You know, it's not anything that's going to going to grow your business. So ultimately you need to almost step back 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 look sometimes, you know, on the flip side of that, you do need to learn how to sort of sit back and let it run its course and because sometimes it's a short term go on a short term KPI. Sometimes it's a much wider and longer, longer sort of part of marketing in terms of brand awareness building. You know, the more like you do get that are qualified 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 that as well. Absolutely, I think the brain is something that came to reality two minutes so long ago. And and by the way, for all our audience at them and then take out the company that operatics are selected to ELP US 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 going to give you a life feed back as a customer, an Adam, I was sitting in front of a CEO of the Cloud Infrastructure Company at an event a few months ago in North America and but that day told me actually was made me probably brought a massive smile on my face. He just said to me, look a thought about the paratics. I thought, I know full lot of very good things about operatics and really only question that I'm good for you is can I afford your services? And that's really got me very happy because I am the sort of person that will always not complain but ask question to the marketing team about results, while my leads was the business as how can we try? How can it is that, and I've got my marketing team 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 the brand and all the sort of things that...

...you can perceive or just measure catch and as kind of the real first time that he actually slapped me back in the face and I really, really you know, it's an underable feeling when you feel that you know you build up your own company and you start to have a brand, people start to speak about your brand and I think it is critical. Now coming back to my next question. I was just a little 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 are what you want to do as a business, is really to look at the future trends and what's happening in the future. So if we were to take out the crystal ball and if you are to predict or give me some insight as 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 keep our eyes and thanking from a train. Yeah, and because the thing is, you know, everyone uses the Internet differently and even how we all did a few years ago and at the end of the day, is still constantly evolving. And you know, we're seeing the huge trend at the moment around sort of the conversational marketing and people, at the end of the day nowadays don't want to be sold to. You know, they know it's important that business has need functioned as a marketing company, but ultimately, you know, sells a marketing approach neat needs to become more humanized and what we seen it's a huge upward trend in this whole conversational marketing piece. Off The back of that, and you know, as humans, we all want to feel special and touch points in our marketing need to be aligned with this. People want things now. Everything is become instant, if you think about instant messaging and communication, and there's almost a laziness to laziness amongst us now, when no one wants to wait for anything. So marketing needs to become more aligned with this 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 thought leaders in the fields that we're in, and that is a huge part of growing your business now, where you know not to be sold too like I said just now, and ultimately every business should learn how to think outside the box, go that extra mile and make...

...their marketing more personal and human cent trick, and that's a huge trend now, but we're seeing a huge upward trend where this is going to continue and become normal over the next three to five years. But it's hugely important part of marketing that people need to understand that they need to they need to learn how to change their marketing in line of that if they're going to be successful in the next sort of three five years. Absolutely. I think it's right on target. As you may have from some of the previously piece of that we recorded under on the need to be 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 is probably super open question because I appreciated depending on the type of services you're fur depending on the type of audience you want to Ridge, there is not a right on, sir. But how do you actually do it, or what would be the two or three rules that you would you would advise to people listening 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 cuff sort of talking and discussion and I think in this dendinge people expect that type of marketing where, you know, a few years ago it was all about scheduling at the right times, the right days, making sure it goes out at 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 WHO rulers would just be, you know, do it regularly, consistently and have that authenticity behind it where you know it doesn't feel so rigid and it just feels 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 is a huge part of what I would say is, you know, that is would be my first approach to it. Okay, that sounds pretty much pretty much 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 bit and coming back to Kepis and kind of...

...the same question again, wide open because ends use are change services and solutions on the friends. So I preshad there isn't not one simple rule, but if you're well to give us some very key Kepa is that every single market are should look at what we did be and first I would say about sort of measuring the marketing is super important and you know, reporting in this day and age has become far easier and with things like daytimealytics and things, you can very easily set up gold completions and and all different cut types of call tracking and things like that. And and 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 for you 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 way you can really define who your perfect customer is and understand whether the lead quality that is coming in and the measuring of that performance, you know, make sure that when, when you're getting the right quality leads in, they are being servet in right way to the right team and things like that as well. So, for example, and you know, with them tech, we score every single lead out of ten and is and guess work. It's not personal opinion and that determines to score. We use data such as you know, who is a decision maker? Are we talking to see level, or are 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've created in our own equation. We do this with a lot of our clients and that actually then that school that comes off the back 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 quality, it means that you're marketing plan in your strategy is not aligned correctly, and you know you're easily be able to determine whether your market at marketing efforts are aligned, whether the terminology you're using, whether the content you're delivering is ultimately going to grow you more effectively, you're not, or you know, more efficiently. So measuring your own campaigns carefully only help you keep close...

...eye on it, and I think that'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. Of course, of course, but I like the third you speak about. The topic was a really fashion in your voice. So that's that's really good to earn and sank to rank, but for you are insight today. I don't know, 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 are growing as a business and as you're in between recruiting and doing lots of Bitch preass. So really up with the fact that you're thinking the thing to speak to me, and no yesterday on the show today. But if anyone would like to get in touch with you, is got to push you the conversation round, you know, for shore tends, etc. Etc. Are Do like operatics, 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. To be honest, I'd love to have a conversation with anyone around this topic and if anyone's to get in touch, please do. And Yeah, we can start a conversation and go from there. That sounds good. Profit and then take is the Amteq. Don't misspeaded, but you will find them in the the 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. While the traditional concepts of building and managing inside sales teams inhouse has existed for many years, companies are struggling with a lack of focus, agility and scale required in today's fast and complex world of enterprise technology sales. See How operatics can help your company accelerate pipeline at operatics dotnet. You've been listening to be tob revenue acceleration. To ensure that you never...

...miss an episode, subscribe to the show in your favorite podcast player. Thank you so much for listening. Until next time,.

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