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Interviews with top marketers sharing tactical tips, strategies, and lessons learned to help you grow your business. Hosted by Dave Gerhardt, founder of Exit Five, former CMO, and author of Founder Brand. Learn more at exitfive.com
Dave [0:00:01]: You're listening to the Dave Ga show.
Jess [0:00:17]: Alright.
Jess [0:00:17]: Hey, everybody.
Jess [0:00:18]: Excited to be here.
Jess [0:00:19]: My name
Dave [0:00:19]: is Dave.
Dave [0:00:19]: I am the founder
Jess [0:00:21]: of Eggs Exit Five.
Jess [0:00:21]: We run the top community in the world for B2B marketing professionals, and I might just stayed on the record because I wanna do this, but we really wanna do this every Friday.
Jess [0:00:30]: And we had this hypothesis.
Jess [0:00:32]: So, twice a month, we do these Exit Five live sessions where we bring on subject matter experts, and we talk about important stuff in B2B marketing beyond the hype from Linkedin because I think one of the most challenging things right now is man.
Jess [0:00:44]: Going when I open up Linkedin, nothing makes me feel more insufficient, or not capable as a marketer, like, I cannot keep up with the rate of change.
Jess [0:00:52]: But then there's just weird gap because then when I actually talk to marketers and Cmos and people inside of community...
Jess [0:00:57]: Of our community, the gap between what people are actually saying what the Ai creators are saying they're doing and generating millions in revenue on Linkedin.
Jess [0:01:05]: And actually, what's happening inside of marketing teams are two completely different things.
Jess [0:01:08]: And so our job here is to help you separate the signal from the noise, And I think our live sessions are a great way to do that.
Jess [0:01:14]: Today's topic is paid.
Jess [0:01:16]: We're gonna talk about a bunch of great B2B ad campaigns that we have.
Jess [0:01:20]: How many do we have We have want?
Jess [0:01:21]: Two, Three, four, five.
Jess [0:01:23]: We have five marketers on here that are doing real stuff.
Jess [0:01:25]: They're not they're not Ai creators.
Jess [0:01:27]: They're not Linkedin thought leaders who just host podcasts like me.
Jess [0:01:30]: They're actually doing the work in marketing right now.
Jess [0:01:32]: They're gonna show you a bunch of great examples.
Jess [0:01:34]: The best part about this though is that this is live.
Jess [0:01:37]: Like, this is real and the chat is usually busy with other marketers just like you and me.
Jess [0:01:42]: So put your name in the chat right now.
Jess [0:01:43]: Let me know I wanna know where you're writing it, like, your name, where you're writing in from, and I also wanna know why did you join?
Jess [0:01:48]: Why take the time out of the day to give us an hour and hang out with us on this session.
Jess [0:01:52]: And I got a really fun guest host today.
Jess [0:01:56]: Will bring her up in a second, Jess Cook, she runs marketing at Vector.
Jess [0:02:00]: And before we get into this session, I just wanna give a shout out to Vector for sponsoring this, you probably have anonymous buyers lurking in your funnel people you can't identify or follow up with people you can't target with any real precision, and you end up throwing ads at job titles and hoping the right person seen it.
Jess [0:02:16]: By the way, made a joke Last night.
Jess [0:02:18]: This is unrelated, but we got a a Cmo of a multi billion dollar company came through our funnel last night and applied for one of our products.
Jess [0:02:23]: But they use their Gmail.
Jess [0:02:25]: Does that count?
Jess [0:02:26]: Does that count as a lead or not?
Jess [0:02:28]: Like, I need to go get the work email.
Jess [0:02:29]: Anyway, vector fixes this problem not that problem specifically.
Jess [0:02:32]: But instead of targeting job titles and crossing your fingers, vector lets you build audience.
Jess [0:02:36]: Is from actual people the ones visiting your website, clicking your ads and checking out your competitors.
Jess [0:02:41]: Vector lets you preview exactly who will see your ads before spending a dime.
Jess [0:02:45]: And when someone clicks, you know who it was by name, not just the company that's so important B2B buying cycles.
Jess [0:02:51]: I learned just the other day on a podcast with the guy at linkedin, two hundred eleven days is the average buying cycle.
Jess [0:02:56]: Right?
Jess [0:02:56]: It's important to know these signals.
Jess [0:02:57]: So finally, you can stop reporting cost per click and start reporting cost per ICP, click.
Jess [0:03:02]: That's a great little nugget right there.
Jess [0:03:04]: The result is paid ads that operate, like, Ab only smarter targeted, personalized and connected to real pipeline.
Jess [0:03:10]: So you may have heard of vector before this.
Jess [0:03:11]: You can go check them out vector.co.
Jess [0:03:14]: They have a special offer for you.
Jess [0:03:15]: They have an exclusive offer for anyone here today.
Jess [0:03:17]: So you can test this out for yourself to see if this is just good ad copier or or, you know, bogus, go and check it out after the session, they'll send you...
Jess [0:03:24]: Oh, actually, no I have right here.
Jess [0:03:25]: Go to vector.co and punch in the code e five reveal, and they're gonna give you a free month of their reveal plan to let you see who's on your site and clicking your ads by name.
Jess [0:03:36]: Alright.
Jess [0:03:36]: We did it.
Jess [0:03:37]: Where's Jess Cook at?
Jess [0:03:38]: Bring her up here.
Jess [0:03:39]: So super excited for this session.
Jess [0:03:40]: Jess, We got?
Jess [0:03:41]: Would you think of my ads?
Jess [0:03:42]: Could you...
Jess [0:03:42]: Would you hire?
Jess [0:03:43]: It was fabulous, and I will tell you that we can actually fix that problem of somebody using their Gmail.
Jess [0:03:48]: We can match right up with their work email.
Jess [0:03:51]: So no longer a problem.
Jess [0:03:53]: Love that.
Jess [0:03:53]: Weekend can cold call that guy and be, like, what was your work email real quick?
Jess [0:03:57]: Right.
Jess [0:03:58]: Super excited to have you c hosting.
Jess [0:04:01]: Thanks for helping us put all this together.
Jess [0:04:03]: Before we get in today, we...
Jess [0:04:04]: In your words, Let's just give you them, like mike Tee up.
Jess [0:04:06]: What do we got?
Jess [0:04:07]: We got five marketers.
Jess [0:04:08]: What's the plan?
Jess [0:04:08]: What's the format for today?
Jess [0:04:10]: Running incredible plays with ads, all very different from one another.
Jess [0:04:13]: Every single one of them is working?
Jess [0:04:15]: None of it is magic.
Jess [0:04:17]: All of it is real stuff everyone here can do.
Jess [0:04:19]: Which is so exciting.
Jess [0:04:20]: And yeah, We did a little driver run at the other day and I was blown away at what people are doing with ads.
Jess [0:04:26]: It's amazing.
Jess [0:04:27]: Me too.
Jess [0:04:27]: I I was on the phone listening in and I was blowing up dan because I was like, this is the stuff people want, You don't want the real examples.
Jess [0:04:34]: Literally, every week, I get emails from people, we need real examples.
Jess [0:04:37]: We need real examples.
Jess [0:04:38]: So without further ado.
Jess [0:04:39]: Let's get it.
Jess [0:04:40]: So every person is gonna have how many minutes that we decide.
Jess [0:04:43]: Seven.
Jess [0:04:44]: Very show what they're actually doing.
Jess [0:04:46]: Now this is where I need audience participation.
Jess [0:04:49]: Number one, I want you asking questions in the chat.
Jess [0:04:51]: Sure, but put them in the q and a.
Jess [0:04:53]: We have questions that we're gonna do with everyone at the end.
Jess [0:04:55]: So not only do we wanna show you examples today, but we wanna help you with your ads.
Jess [0:04:59]: And so we have amazing group of people here who can do.
Jess [0:05:01]: So put them in the Q A.
Jess [0:05:03]: We can sort them by up votes and we'll do that.
Jess [0:05:04]: Add your feedback questions, comments, notes in the chat.
Jess [0:05:07]: And then, also, we're gonna pick a winner today, and we have a prize at the end that we're gonna give them.
Jess [0:05:13]: And so I want you all to, like, help us vote at the end there.
Jess [0:05:16]: Now one last thing, I just shout it to anybody that's here today.
Jess [0:05:21]: I wanna try something new.
Jess [0:05:22]: We all use Linkedin, We love Linkedin.
Jess [0:05:24]: If you go to Linkedin, take a screenshot during this session today posted on Linkedin that you're here right now.
Jess [0:05:31]: Like, hey, I was on the Exit Five live session about, you know B2B ads, and I learned x y and z, and we'll pick three people.
Jess [0:05:37]: We're gonna send you hook you up with a bunch of Exit Five swag.
Jess [0:05:40]: We have these really cute swag boxes that we send out and I wanna do that to you.
Jess [0:05:43]: So Alright.
Jess [0:05:44]: Without further ado, We got Cindy first up on the clock.
Jess [0:05:48]: Jess and I are hanging out.
Jess [0:05:50]: Sarah Reese Yay.
Jess [0:05:51]: Price.
Cindy [0:05:52]: You guys.
Cindy [0:05:52]: Do it.
Cindy [0:05:53]: Thanks sir.
Cindy [0:05:53]: Things are.
Cindy [0:05:53]: Thanks having me.
Jess [0:05:56]: You're welcome.
Jess [0:05:56]: You're welcome.
Jess [0:05:56]: You're welcome.
Cindy [0:05:57]: No.
Cindy [0:05:57]: That was like, I'm my guessing.
Cindy [0:05:58]: And you hear me Right?
Cindy [0:05:59]: Awesome.
Cindy [0:05:59]: Thanks.
Cindy [0:06:00]: I'm gonna go first some o'clock time.
Cindy [0:06:02]: We're at six minutes.
Cindy [0:06:03]: Okay.
Cindy [0:06:04]: Let's go.
Cindy [0:06:05]: I'm Cindy J.
Cindy [0:06:06]: I you may know me from Cold cast, where we are in video content platform.
Cindy [0:06:12]: So I'm so excited to walk you through, an eight thousand dollar campaign that generated seven hundred thousand in pipeline, and I'm just gonna break down what we did.
Cindy [0:06:23]: So to start, This is oriented around a product launch, pre relaunch, if you will.
Cindy [0:06:29]: So we have a product called content lab.
Cindy [0:06:31]: It helps you repurpose all of your video content.
Cindy [0:06:33]: If you have not tried it, please go and try it and send me out your feedback.
Cindy [0:06:37]: But our thinking here is, like, product launches.
Cindy [0:06:40]: There's a typical motion, you're like, hey, this is our new product.
Cindy [0:06:43]: Here's all the cool stories that we source ourselves.
Cindy [0:06:45]: And so we could post it from our brand accounts.
Cindy [0:06:47]: But Aha, we mark to marketers.
Cindy [0:06:50]: And as it'll being in a ring of marketers.
Cindy [0:06:52]: We all know how fun it is to market ourselves picky we are and how we're just, like, no, no.
Cindy [0:06:57]: No No.
Cindy [0:06:57]: You don't deserve my time.
Cindy [0:06:59]: We've all run the the play.
Cindy [0:07:01]: Right?
Cindy [0:07:01]: So funny enough, I was, like, walking to this role and I happened to, also over oversee influencer marketing, and we were in, I'll plays in the business where we're trying to connect the dots in terms of like, how to make influencer marketing working.
Cindy [0:07:13]: And so we're like, hey, how do we buy?
Cindy [0:07:15]: How do you consume content?
Cindy [0:07:16]: And basically distilled it down to the fact that we tend to buy from people we know, we spend a lot of time on linkedin, And so let's see what we can do here.
Cindy [0:07:26]: Keep us moving.
Cindy [0:07:27]: So the the way we kinda hurts this is, like, product launch, plus influencer program, and then how do we pair that with paid distribution because, you know, I can easily just post from the organic or the Gold cast page and just promote that as an ad.
Cindy [0:07:41]: The reality is, like, I ever really engage with that.
Cindy [0:07:44]: It has to be a really, really good ad to engage with it.
Cindy [0:07:47]: And, typically, I'm engaging from folks like Jess.
Cindy [0:07:49]: And Dave, I'm seeing what people are commenting on their post.
Cindy [0:07:51]: And so we're like, let's see if we can, you know, kinda hack that and make that work for us.
Cindy [0:07:56]: I got money to spend.
Cindy [0:07:58]: I gotta spend it on ads.
Cindy [0:07:59]: And so maybe we can make sense.
Jess [0:08:00]: If you can't...
Jess [0:08:00]: If you keep we k and just eight k at seven hundred k.
Jess [0:08:04]: You're gonna have more money to spend.
Cindy [0:08:06]: I mean, this is the problem.
Cindy [0:08:07]: You know, once you start throwing numbers like this, you know, the Ceo and everyone's like, so if I give you more.
Cindy [0:08:12]: Quiet.
Cindy [0:08:13]: You're in the full.
Cindy [0:08:14]: I triple.
Cindy [0:08:15]: Right?
Cindy [0:08:15]: And I'm like, I'm like, don't look at all the other campaigns that didn't yield this.
Cindy [0:08:18]: So this is actually our top...
Cindy [0:08:21]: Our top...
Cindy [0:08:22]: We we did, like, analysis.
Cindy [0:08:23]: There's five top performing campaigns.
Cindy [0:08:25]: This was the one that generated, like, the highest, Roi from spend to pipeline and then to revenue.
Cindy [0:08:30]: We run a number of experiments but this one.
Cindy [0:08:33]: We're looking for people who use the product.
Cindy [0:08:35]: You can easily, we've definitely tried using people who don't use the product it doesn't work as well.
Cindy [0:08:39]: We wanna find people genuinely love the product.
Cindy [0:08:41]: We left them post it themselves.
Cindy [0:08:43]: We get a lot of questions of, like, are you telling them what to post.
Cindy [0:08:46]: We've tell them to know.
Cindy [0:08:47]: It's very a loose brief.
Cindy [0:08:48]: Here's why we think content labs is great.
Cindy [0:08:51]: We'd like you to talk about it.
Cindy [0:08:53]: Talk about how you'd use...
Cindy [0:08:54]: How you use it in your day to day.
Cindy [0:08:56]: And then we're really tight our point of view for ads is we do not wanna spend a dollar on account that sales is not prioritizing.
Cindy [0:09:02]: And so for the most part, bulk of our spend is spent on target accounts, and then the rest of it is on retargeting.
Cindy [0:09:08]: Keep going.
Cindy [0:09:10]: So we send a brief with talking points.
Cindy [0:09:12]: We agree on a timing.
Cindy [0:09:13]: Right?
Cindy [0:09:14]: Because you don't want people posting, like, three months later, we're all kinda targeting the same window.
Cindy [0:09:17]: And then the target account.
Cindy [0:09:19]: So we picked four folks, one of which is our very own, Kelly.
Cindy [0:09:22]: I'm gonna show you two ads, but it's from Nick and Dylan, and then Devin Reid is also, a big content leader in this space, and they are kind of...
Cindy [0:09:30]: They have unique point of view on how they use the product and how they are encouraging others to think through it.
Cindy [0:09:35]: But our audience here are marketers, senior manager bob, demand gen events, marketing, typically at mid market and above companies.
Cindy [0:09:43]: We quantify that by employees, I'll take a A pause here.
Cindy [0:09:47]: So I mentioned we do target accounts.
Cindy [0:09:49]: How we do that is we use intense signals, the six cents.
Cindy [0:09:52]: We actually don't use six cents anymore, but we have six cents.
Cindy [0:09:54]: We use Play to search for criteria that we think our ICP tends to have. They video on their web side, They did webinars, they're active in events.
Cindy [0:10:02]: Job changers were tracking those things.
Cindy [0:10:04]: I would do a quick plug for vector, our sponsor, Just because I...
Cindy [0:10:08]: I'm a very, very happy customer.
Cindy [0:10:09]: Since we've gotten vector, we...
Cindy [0:10:12]: Our initial use case was d optimizing visitors, I And I think we've moved beyond that.
Cindy [0:10:17]: Like, that's great that, you know, we only pay for the traffic that we wanna see.
Cindy [0:10:20]: But vector has really allowed us to take another at that at our audience.
Cindy [0:10:25]: And so our mindset has really shifted from just, like, optimizing visitors and going after them and instead building target audiences.
Cindy [0:10:33]: And, you know, if they didn't convert for that webinar, and they didn't register, like, how can I mark it to them again?
Cindy [0:10:38]: Can I take my webinar content and make maybe produce a guide and promote that guide?
Cindy [0:10:42]: And maybe get a blog, So all that to say, we're really challenging our thinking behind, like, just a not d visitors and creating segments and creating ad segments and brand specific ads to them.
Cindy [0:10:55]: And then, of course, like, we've already got their business we're suppressing that.
Cindy [0:10:59]: Oh my gosh.
Cindy [0:10:59]: Gonna be on time.
Cindy [0:11:00]: So these are two examples of the ads on...
Jess [0:11:04]: Rule real quick.
Jess [0:11:04]: What was it tote?
Jess [0:11:06]: Like you spent seven seven grand on the total camp.
Jess [0:11:10]: Was that influencers and ad spend?
Cindy [0:11:13]: No.
Cindy [0:11:13]: That's just ad spend.
Cindy [0:11:14]: So influencers, I will be honest.
Cindy [0:11:16]: Like, sometimes you ask people and they'll do it for free.
Cindy [0:11:19]: I advocate for paying for people, especially ones that are gonna amplify your product, but it rains.
Cindy [0:11:24]: So for this one specifically, I believe we did like, five hundred for a text post, static post, and then we gave...
Cindy [0:11:30]: I wanna say a thousand for, post with a video.
Cindy [0:11:33]: These both both actually have videos.
Cindy [0:11:35]: I'll drop the link you can see later and say, no, I lot have time to go through it.
Cindy [0:11:37]: But, like, very natural.
Cindy [0:11:39]: These are things they normally post, This is not gold cast prescribing, what to boast.
Cindy [0:11:44]: All we asked was, like, talk about content lab and talk about your experience with Brand voice, which is a new feature within Content lab.
Cindy [0:11:50]: And so you can see here both of their approaches.
Cindy [0:11:53]: So we wanted the audience to try themselves with one the task here was, like, what was offer.
Cindy [0:11:57]: Literally, All we wanted to do is like promote content lab and go check out content lab.
Cindy [0:12:01]: You go to content lab and you sign up for a free trial.
Cindy [0:12:03]: No sales conversations needed.
Cindy [0:12:05]: I don't wanna talk to salesperson even though I'm myself and telling a product a lot of the times.
Cindy [0:12:10]: But we knew...
Cindy [0:12:11]: We have the confidence that once you try it, you will like it and and appreciate for yourself.
Cindy [0:12:15]: And then we are able to track the trials with the Lens we gave to our influencers.
Cindy [0:12:19]: So Tech stack I mentioned six cents pedal clay Vector, Linkedin.
Cindy [0:12:23]: These are thought leadership ads, and then we are able to track attribution from a source standpoint through Salesforce, and then we now have Hockey stack to give us, like, the holistic picture of all of them through the journey.
Cindy [0:12:33]: And so to recap, eight thousand seven hundred k and pipeline stores, four hundred thousand one.
Cindy [0:12:38]: I will say the gap is for the entire year.
Cindy [0:12:40]: This is one campaign of many that we want ran.
Cindy [0:12:43]: So ton of failures, but also, like, very, very proud of this.
Cindy [0:12:47]: So I think three recap, I think who you pick matters, letting them do their thing.
Cindy [0:12:51]: Matters, people can sniff out sales stuff.
Cindy [0:12:53]: If you're very prescribed, you lose the impact of it.
Cindy [0:12:56]: We weren't spraying.
Cindy [0:12:58]: We're really tight on the list, and we're retargeting folks that we know are on our website, engage with our bands, think about it Like, these are people that have I've interacted with your brand.
Cindy [0:13:05]: Here's another app bat with them.
Cindy [0:13:07]: And then, ultimately, like, the offer match the ass, and so, like, we're promoting content lab.
Cindy [0:13:11]: Go try it for yourself.
Cindy [0:13:12]: And that was it.
Cindy [0:13:13]: Any questions drop link have a share.
Jess [0:13:17]: You've have no idea how hard this is.
Jess [0:13:18]: I'm crippling down questions.
Jess [0:13:19]: I'm typing into the team in Slack.
Jess [0:13:21]: I have fifteen questions and I'm not allowed to Dave.
Jess [0:13:24]: This was a mistake.
Jess [0:13:25]: So format mad of this was a mistake.
Jess [0:13:28]: I should Should be a allowed to ask questions right now, but we can't.
Jess [0:13:31]: We'll come back to it, Cindy, I got questions for you are gonna come back.
Jess [0:13:34]: Great job.
Cindy [0:13:35]: Thanks, guys.
Jess [0:13:36]: Okay.
Jess [0:13:36]: By the way, another great feature of this, like, these are all real people, like, go find them on Linkedin.
Jess [0:13:41]: If you we don't get their your question answer directly, go find Cindy, connect with our Linkedin center a message there, and alright.
Jess [0:13:47]: Let's keep it moving.
Jess [0:13:49]: Next to the stage.
Jess [0:13:50]: We got Kelly.
Jess [0:13:51]: A vector...
Jess [0:13:52]: We called the vector...
Jess [0:13:53]: When you call vector vector victorian, vector,
Kelly [0:13:56]: you all
Jess [0:13:57]: have the name.
Tess [0:13:57]: With the good names.
Jess [0:13:58]: I, you don't.
Jess [0:13:59]: I think that's the most overrated thing in the world.
Cindy [0:14:01]: Yeah.
Cindy [0:14:01]: Yeah.
Jeremy [0:14:02]: That's go.
Jess [0:14:03]: Alright.
Jess [0:14:03]: Let's go.
Jess [0:14:03]: Kelly's gonna talk about B2B surround sound.
Jess [0:14:05]: I love that framing, set it off.
Kelly [0:14:08]: Awesome.
Kelly [0:14:08]: I've got seven minutes to take you through my first seven weeks doctor week.
Jess [0:14:14]: Let's go.
Kelly [0:14:14]: This campaign right here.
Kelly [0:14:15]: We're...
Kelly [0:14:15]: Yeah.
Kelly [0:14:16]: We're gonna...
Kelly [0:14:16]: We're just gonna tackle.
Kelly [0:14:17]: And, honestly, we're mid flight.
Kelly [0:14:19]: Like, this campaign is live and it's already producing results, but we're still running it for a bit.
Kelly [0:14:23]: So we'll we'll put more on that as it develops.
Kelly [0:14:26]: We developed a hypothesis around...
Kelly [0:14:29]: Ticketing to from B, kind of the idea of surround, sound strategy, hyper targeting towards your buyer persona, And we did a cost connected Tv, Youtube Linkedin.
Kelly [0:14:39]: So I'm gonna talk about how we set that up and some of the results that we saw.
Kelly [0:14:42]: Our hypothesis was that surround sound towards a precise contact level audience with really sharp creative with produced pipeline and a has for us.
Kelly [0:14:52]: And and actually, in the month that we weren't expecting to have a lot of pipeline.
Kelly [0:14:55]: So Surround sound means showing up across multiple formats with a hyper targeted audience, contact level precision, and the the unlock here is having one targeting layer that extends across multiple campaigns, multiple channels.
Kelly [0:15:07]: So the setup for us is is one core ICP audience across four campaigns.
Kelly [0:15:13]: So when I say ICP, Vector has a data source of millions of contacts.
Kelly [0:15:17]: And essentially, we we take that, and we give it sort of the dimensions of who are by are.
Kelly [0:15:23]: Who are the people have to be interested understood in the type of things we solve for.
Kelly [0:15:26]: I optimized for about hundred and twenty to a hundred and eighty thousand in target size, just to control our spends and to try get best reach as possible, we ran connected Tv, via Linkedin.
Kelly [0:15:36]: Not a lot of people know that you can do that.
Kelly [0:15:38]: The advantage of doing that is you get to use hyper targeting on Linkedin book native controls and with third party audiences like Vector.
Kelly [0:15:46]: And then we also use that same audience across Youtube ads, brand solution ads, thought your ads.
Kelly [0:15:51]: So we're using the same audience, hitting them with different messaging, different content, all at the same time, building kind of that surround sound idea.
Kelly [0:15:59]: And then one other their kind of pro tip is we also...
Kelly [0:16:02]: Because Linkedin connected Tv has a a slight augmenting of the audience that gets included, we also got very tight on what we allowed and then targeted those CTV viewers into other campaigns as well.
Kelly [0:16:15]: On the creative.
Kelly [0:16:17]: So, we had a couple of different that we went with it.
Kelly [0:16:19]: The first thing is we worked with an agency.
Kelly [0:16:21]: We spent about thirty five k to develop four videos.
Kelly [0:16:23]: We felt really confident in those videos because they landed it really well on organic.
Kelly [0:16:28]: And also when we ran them in Youtube, we could see we're over thirty two percent, which is fantastic for B2B.
Kelly [0:16:34]: So we...
Kelly [0:16:35]: That was instead of the the anchor for a pulled audience it's, like, we wanted to start with this, you know, that was really oriented around our brand home.
Kelly [0:16:42]: Your humorous, the big theme was marketers will go at any lengths to get a lead.
Kelly [0:16:48]: And then, as, at the same time, we also hit them with our kind of brand solution ads and thought your leadership odds.
Kelly [0:16:54]: So at the same time, they're kind of getting credibility from thought leadership, but also learning about, like, really what our solution does in a a more granular way.
Kelly [0:17:02]: And I think these three play really well together actually.
Kelly [0:17:05]: But the to me, the the biggest thing, like, we could talk about optimizing campaigns.
Kelly [0:17:08]: We can talk about all the sort of things you need to do to be set up structurally, but creative as king.
Kelly [0:17:13]: I think in B2B in particular.
Kelly [0:17:15]: And I think the reality is if you're gonna show up everywhere, you better be with Worth Washington.
Kelly [0:17:19]: So, we we even invested a lot of time into making sure our creative actually represented our brand well, but I think that's actually why it's doing so well.
Kelly [0:17:27]: The results here early, but promising, we've had about thirty four percent net new traffic.
Kelly [0:17:33]: We've had about twenty two percent, increased sales dental requests and an increase of forty one percent on pipeline month every month.
Kelly [0:17:40]: We also delivered on premium channels in CTV.
Kelly [0:17:43]: That's another kind of thing with Linkedin that I really like.
Kelly [0:17:46]: You have about a thousand channels.
Kelly [0:17:47]: You can broadcast you through Linkedin Connected Tv, but you can also use inclusion and exclusion list to really narrow that down to premium channels.
Kelly [0:17:55]: So you know that you're hitting your ICP directly on the right kind of channels that provide the best kind of brand recall and brand affiliation.
Kelly [0:18:03]: So the playbook is really simple to get started.
Kelly [0:18:06]: Start with one core audience.
Kelly [0:18:07]: We use doctor ICP to do that optimize at that one thirty to one ninety kind of scale invest d in creative, and another thing to know there...
Kelly [0:18:16]: That we not only to be up to budget kind of for the video itself, but we all send the budget for actor renewal rights, something just keep in mind.
Kelly [0:18:23]: We can talk about that if you don't anyone it wants to hit me up on Linkedin.
Kelly [0:18:26]: Go multi channel simultaneously, close the loop on your retargeting to make sure that any kind of adjacent buyer committee that gets included in Ct, gets targeted as well.
Kelly [0:18:35]: And then control your placements.
Kelly [0:18:37]: So we can pick premium CTV channels, and and you can learn about that on move your Linkedin marketing reps if or you can reach out to us.
Kelly [0:18:45]: And then, obviously, like, we try to measure what what matters.
Kelly [0:18:48]: So for us, like, we were looking specifically on the effect of How much traffic are we driving the website?
Kelly [0:18:54]: And how much of about traffic
Jess [0:18:56]: is emergency something link?
Jess [0:18:57]: Link?
Kelly [0:18:57]: You did the Seats About the Ct
Jess [0:19:00]: directly, Linkedin has a integration that you...
Jess [0:19:02]: Do you do it all through Linkedin?
Jess [0:19:04]: Yeah.
Jess [0:19:04]: Because I I was gonna exactly.
Jess [0:19:06]: How do you...
Jess [0:19:07]: Actually re target, like, who viewed your...
Jess [0:19:09]: You know, if I'm sitting on my couch watch in the golf on a Sunday, and I see a vector ad.
Jess [0:19:13]: How do you know that I saw that, then you re target me?
Kelly [0:19:16]: Yeah.
Kelly [0:19:16]: So, you can build a retargeting list based off of who user your ads on connected Tv directly through Linkedin.
Kelly [0:19:22]: So the two things to know about CTV is you build that on brand awareness as the core campaign objective in Linkedin, but then as that as you have yours that view it, you build a server...
Kelly [0:19:32]: A retargeting audience within Linkedin as well.
Jess [0:19:35]: Hey, Kelly.
Jess [0:19:36]: Can you share with everybody your, the budget that we had on this?
Jess [0:19:39]: Because I think the assumption is you have to have hundreds of thousands of dollars to do something like this.
Kelly [0:19:43]: Yeah.
Kelly [0:19:43]: Yeah answer a great question.
Kelly [0:19:44]: We were aiming to spend thirty to sixty day on connected Tv over a couple of months.
Kelly [0:19:49]: We started seeing momentum pretty earlier on Ting bay.
Kelly [0:19:52]: And right now, the campaign is spent about fifteen.
Jess [0:19:55]: It's so interesting.
Jess [0:19:56]: This is just a meta observation.
Jess [0:19:58]: We've been doing these for a long time.
Jess [0:19:59]: Now.
Jess [0:20:00]: I've been doing this for four or five years.
Jess [0:20:01]: Host a million podcast webinars like, We all the number one question always is, like, how much did it cost.
Jess [0:20:07]: Right?
Jess [0:20:08]: Whether it's a P agency Linkedin app...
Jess [0:20:11]: Like, it just...
Jess [0:20:13]: I, we we just think budget first, I guess, you know, it's like it that matters.
Jess [0:20:16]: What is...
Jess [0:20:16]: What did it cost?
Jess [0:20:17]: Cost
Jess [0:20:18]: is, like, could I do that?
Jess [0:20:19]: Is it re...
Jess [0:20:20]: Is it, like, realistic for me to be able to do something like?
Jess [0:20:22]: Do I have that kind of money.
Jess [0:20:23]: Right?
Jess [0:20:24]: I'm about to go fire up some some...
Jess [0:20:26]: I'm gonna to growth hacks some CTV, exit pine ads myself on the flight to Arizona.
Jess [0:20:31]: Let's go, let's get this thing up on Tv.
Jess [0:20:33]: Last thing.
Jess [0:20:35]: I'm sorry dan.
Jess [0:20:35]: I got my Am x, by the way, I'm rogue.
Jess [0:20:37]: I'm not on ramp.
Jess [0:20:38]: I also think a another variable here.
Jess [0:20:40]: Just wanna say this out I was like, this...
Jess [0:20:42]: One of the reasons my guess why this is working is, like, you, your brand stands out.
Jess [0:20:46]: Go the the whole ghost mascot thing.
Jess [0:20:48]: It doesn't feel like these highly branded on brand CTV ads, which is a entirely different topic.
Jess [0:20:55]: So, great job, Kelly will be in the chat in the Cindy just set us off with a great thing.
Jess [0:21:00]: She's been in the chat going hard answering everybody's questions.
Jess [0:21:02]: So, Kelly, now your your turn.
Jess [0:21:04]: Go get drink of water, go backstage, go answer everybody's questions in the chat, and we'll bring up we'll bring up Jeremy here for For next at.
Jess [0:21:12]: John.
Jess [0:21:12]: Jesse can.
Jess [0:21:13]: You can vote on that one.
Jess [0:21:14]: We're Rum I'm removing you being able to...
Jess [0:21:16]: I'm excluded.
Jess [0:21:17]: I get Alright, Jeremy.
Jess [0:21:19]: Thanks for joining us here live on the Exit Five live with date.
Jeremy [0:21:23]: Thanks so much, Dave, And said, I'm really excited to be here.
Jeremy [0:21:26]: I'm Jeremy Chung, and I'm the founder of Va by J, a performance marketing agency where we build revenue focused paid media programs for B2B that want every dollar tied to pipeline and Ar.
Jeremy [0:21:39]: We've worked with a lot of brands, door dash, post made, harvey.ai.
Jeremy [0:21:44]: Really excited to share the playbook, but just wanna say huge thank you to Exit Five for putting this together and huge thanks to vector for having me on this.
Jeremy [0:21:53]: Excited to share the place, just gonna run through the agenda here, and we are gonna start with the tactic.
Jeremy [0:22:00]: And so the tactic tactic is that we built this sort of similar to Kelly's this surround sound campaign to book meetings with venture capital, general partners, managing directors, operating partners, the people who decide which agencies their port work with.
Jeremy [0:22:19]: And so the whole strategy is that we have these different touch points that we engage with them.
Jeremy [0:22:24]: We're never going to give them that book a demo kind of add or, you know, talk to us right now, but we wanna aim to keep it cut conversational.
Jeremy [0:22:34]: So never pitch, always show value upfront.
Jeremy [0:22:37]: And so the whole strategy is to actually do the audit of a portfolio company within their...
Jeremy [0:22:44]: There's ecosystem.
Jeremy [0:22:46]: We use Claude to do the entire audit, make it look at...
Jeremy [0:22:50]: The Meta ads library, the Google Ad transparency library.
Jeremy [0:22:53]: No.
Jeremy [0:22:54]: My approach here is a bit different.
Jeremy [0:22:56]: It's very scrappy.
Jeremy [0:22:56]: It's really going much deeper into.
Jeremy [0:22:59]: What do we see within those portfolio companies.
Jeremy [0:23:02]: What are this sort of maybe the data lake, the data infrastructure issues, the conversion action issues.
Jeremy [0:23:08]: What type of Mart tech are they using that's maybe antiquated that kinda speaks to their issues.
Jeremy [0:23:15]: Sometimes we see that their Mart tech stack is redundant and that those those Mart tech signals are actually very public and you can actually see what are the issues going on, even from the outside.
Jeremy [0:23:27]: So we take a look.
Jeremy [0:23:28]: We do this audit.
Jeremy [0:23:29]: It's a very kind of a mixture of a manual process as well as automatic being that we have called to look into those.
Jeremy [0:23:36]: We have five channels.
Jeremy [0:23:37]: The main channel here is the direct mail piece.
Jeremy [0:23:40]: And so over this twenty one day sequence, we have the Loom audit that we serve them via email.
Jeremy [0:23:47]: We also serve them that, on our first touch point, which is the postcard and that postcard is what they receive to to basically have the first touch point introduce ourselves, but I also have a Qr code in there, which will, really monitor elements.
Jeremy [0:24:04]: So I'm gonna go through the full system, what triggers the outreach.
Jeremy [0:24:08]: We're targeting what we actually send them where it converts and the tools that run it.
Jeremy [0:24:13]: Audience here pretty straightforward is general partner level decision make makers at Vc firms, p firms as well.
Jeremy [0:24:20]: And the pain is really knowing what portfolio companies, They know portfolio companies waste ad spend, but don't know who to trust to bring down the cost.
Jeremy [0:24:30]: And so that's where we step in.
Jeremy [0:24:32]: We step in and we say, hey.
Jeremy [0:24:34]: We've seen stuff about your portfolio companies, and we know exactly what are the pain points that they're that that they're experiencing where they're wasting spend and where we can step to, essentially help them save money.
Jeremy [0:24:46]: We typically work with companies that spend about a hundred k a month on the very low end.
Jeremy [0:24:52]: And so these these companies are really looking to save a lot of money.
Jeremy [0:24:56]: We use Clay as well as Claude to enrich the data so that we can collect everything.
Jeremy [0:25:02]: And Claude is a very, very important part so that basically that connector and you have to be very careful with this, of, what accounts you're connecting, but cloud is that connection between the ad libraries as well as basically, getting into deep into the ad libraries so that you could figure out what the heck is going on.
Jeremy [0:25:20]: For the ad creative, We use two touch points here.
Jeremy [0:25:23]: This is the main thing I wanna highlight upon, postcard card one dollar fifty per.
Jeremy [0:25:28]: We sent out about twelve hundred of those.
Jeremy [0:25:30]: We have the booklet, which is thirty five in thirty five dollars.
Jeremy [0:25:33]: That is not received by everyone.
Jeremy [0:25:35]: That's only received by people who, scan the Qr code.
Jeremy [0:25:38]: So we're tracking for Qr code.
Jeremy [0:25:40]: We're having a unique link to each of these qr codes, and then we're sending those people who view our Loom link to...
Jeremy [0:25:48]: Basically get this audit that appears at their front desk.
Jeremy [0:25:51]: Appears at the Hq.
Jeremy [0:25:53]: So, yeah.
Jeremy [0:25:54]: After that, we have that surround sound part, which is the retargeting ads, the email sequence that continues to push forward that value.
Jeremy [0:26:03]: The Linkedin retargeting, we invested, I believe it was about three k or so into that, thought leader ads, sharing specifics about what they received in our paid media tear down, kind of being almost like, you know, creepy as to what we're seeing in the back end there, with their data infrastructure with their creative, with their targeting, etcetera.
Jeremy [0:26:23]: And then we have social proofs from our our Cmos that we work with about the specific results.
Jeremy [0:26:29]: So I'm just gonna skip this for sake of time, tools, clay for the enrichment of the data, Apollo for the outbound email kind of concerning instantly as well, Loom is very key here in Claude is...
Jeremy [0:26:43]: Really deep into the research there.
Jeremy [0:26:45]: Use Vista print for the direct mail as well.
Jeremy [0:26:47]: And here are we...
Jeremy [0:26:49]: We are at the results coming up at time.
Jeremy [0:26:51]: We sent out twelve hundred.
Jeremy [0:26:53]: We got Meetings booked in front of these Vcs with twenty two of them We spent about eleven point five k and close one, you is about three hundred twenty four k with each deal, averaging at about nine thousand per month.
Jeremy [0:27:08]: So...
Jeremy [0:27:09]: Yeah, we have cost per meeting booked at around five hundred.
Jeremy [0:27:12]: So this is something that has considered contributed a considerable amount of revenue to our agency and, definitely going to experiment with it a bit more and see what we can do to tap into more intense signals and kind of move the pipeline velocity a bit faster.
Jess [0:27:32]: Nice work, Dude.
Jess [0:27:32]: Yeah.
Jess [0:27:33]: Question down on the direct mail.
Jess [0:27:35]: So to direct mails hitting, I think the hypothesis on why my hypothesis makes a all of sense.
Jess [0:27:42]: Mail is still Mail is still exciting for some reason.
Jess [0:27:44]: My kids run and get the mail.
Jess [0:27:45]: I get the mail.
Jess [0:27:46]: Direct mail works.
Jess [0:27:47]: We did some direct mail recently.
Jess [0:27:49]: One of the challenges for us was, like, how do you know a lot so many people, especially in B, like, they're working from home?
Jess [0:27:55]: How do you know the home versus office.
Jess [0:27:57]: What did you use to get the the address match.
Jeremy [0:28:00]: So I just use Clay to enrich the data.
Jeremy [0:28:03]: So the C, basically, you can get their Hq.
Jeremy [0:28:06]: In terms of the home address, there's different tactics.
Jeremy [0:28:09]: I mean, we can you can use S to the ask them for their home address.
Jeremy [0:28:14]: We prefer not to help.
Jess [0:28:17]: I you...
Jess [0:28:18]: I'm this is a cold email, but just curious.
Jeremy [0:28:20]: What's your home address?
Jeremy [0:28:21]: Right.
Jeremy [0:28:22]: Right.
Jeremy [0:28:22]: Exactly.
Jeremy [0:28:23]: Yeah.
Jeremy [0:28:24]: You don't want to do that.
Jeremy [0:28:25]: It really depends on how much she warmed them up and how much...
Jeremy [0:28:29]: This particular audience would be so close to doing that.
Jeremy [0:28:32]: So definitely very be very careful with that.
Jess [0:28:35]: Alright.
Jess [0:28:35]: Jeremy will pop in the chat right now.
Jess [0:28:37]: A bunch of questions in there.
Jess [0:28:38]: He can get in there this job.
Jess [0:28:39]: Waiting great Jeremy.
Jess [0:28:40]: Thanks for bringing some Dan all, Dan all hot bothered, CTV and direct mail, not your average B2B to advertising cans.
Jess [0:28:48]: I unexpected.
Jess [0:28:48]: I feel like it's like, yeah.
Jess [0:28:50]: I disagree with both of you.
Jess [0:28:52]: Like, everyone talk about direct mail B2B for forever.
Jess [0:28:54]: There was, like, fifteen gifting companies that were created in the twenty tents.
Jess [0:28:58]: Anyway, side note, alright.
Jess [0:29:00]: Let's get tests up here.
Tess [0:29:01]: So I'm Tess, the Associate director of marketing over at Ara vet.
Tess [0:29:05]: If you haven't heard of Ara vet, we're, like, tel doc, but for pets.
Tess [0:29:09]: So better than Tel?
Jess [0:29:11]: Just just a quick question.
Jess [0:29:12]: How do the pets call you?
Tess [0:29:15]: Nets are calling you.
Tess [0:29:16]: So basically, similar to Tel, you can get connected to a vet in a minute or less.
Tess [0:29:23]: Via chat or video, and it works as a work benefit just like tel.
Jess [0:29:28]: Okay.
Jess [0:29:28]: Dad that joke.
Jess [0:29:29]: Yeah.
Jess [0:29:29]: Right over your head.
Jess [0:29:30]: Keep going.
Tess [0:29:31]: I know.
Tess [0:29:31]: I know.
Tess [0:29:32]: No kids just for baby.
Jess [0:29:34]: Well, you could still appreciate it terrible sense the humor.
Jess [0:29:36]: Kid jill throw chat very incredible.
Tess [0:29:39]: But I will get into it.
Tess [0:29:41]: I'm glad we probably don't have any salespeople on the call because I'm about to share one of their worst nightmares.
Tess [0:29:46]: What happens and pens are very relevant here.
Tess [0:29:50]: When you don't have a booth at a conference.
Tess [0:29:52]: So every sales perceived worse fear, and it was my job to convince them.
Tess [0:29:59]: It wouldn't be.
Tess [0:30:00]: And featured here some of our our Air swag, the most beloved of which are these which are little docks and pens.
Tess [0:30:08]: So you wiggle their butts.
Tess [0:30:10]: They have pens.
Tess [0:30:11]: It's like the best thing ever kind of.
Tess [0:30:14]: Yeah.
Tess [0:30:15]: I know we talk a lot about marketing to marketers, but marketing for pets also kinda rocks.
Tess [0:30:19]: I'm pretty fun.
Tess [0:30:20]: So the problem in the tactic.
Tess [0:30:22]: We were going to an event and we didn't have a booth?
Tess [0:30:25]: Sales team freaks out.
Tess [0:30:27]: How are we gonna tell people where we are?
Tess [0:30:29]: What's the point of this?
Tess [0:30:30]: Why are we even going?
Tess [0:30:32]: How are they gonna recognize us?
Tess [0:30:34]: My answer, They're gonna recognize this the same way that they'd recognize a booth through branding.
Tess [0:30:39]: So that beautiful air vent blue, our pens, our logo.
Tess [0:30:44]: We're just gonna to do it all digitally before.
Tess [0:30:47]: So I thought let's use our pens.
Tess [0:30:50]: Let's use our creative.
Tess [0:30:51]: Let's use our logo and our swag.
Tess [0:30:54]: Hr leaders are our main audience.
Tess [0:30:56]: So we tested two ads, one, Let's talk at Ib, which was the conference.
Tess [0:31:01]: And two, one a dog pen.
Tess [0:31:04]: Guess which one did better on Linkedin ads.
Tess [0:31:07]: It was one a dog pen.
Tess [0:31:09]: We spent about a thousand dollars on ads.
Tess [0:31:11]: It was a super small list.
Tess [0:31:13]: Of course, like, every conference You are absolutely contractually not allowed to email the attendees before, but we got a full list.
Tess [0:31:22]: So we uploaded all of those into Linkedin ads and vector.
Tess [0:31:27]: And we also ran kind of like, all of our target accounts in the area.
Tess [0:31:31]: This was happening in Chicago and did some look stuff in the area to kind of broaden that list because they're only about five hundred attendees, not the best targeting list.
Tess [0:31:42]: And then we made a landing page, so to that slightly extended list.
Tess [0:31:47]: But don't use this landing page.
Tess [0:31:50]: It was a total failure.
Tess [0:31:51]: We got zero conversions.
Tess [0:31:53]: So even though we got tons of traffic and we know that through vector, we got zero conversions on this page.
Tess [0:32:02]: And if we did not have vector, and if I was not as stalker of bad word.
Tess [0:32:08]: But if I was not as dedicated of a marketer as I am, we would not know the great results.
Tess [0:32:14]: We had about sixty five percent of all conference attendees visit the web.
Jess [0:32:20]: May you think do you think sixty five percent of attendees would have gone to your booth?
Tess [0:32:25]: No.
Tess [0:32:25]: No way.
Tess [0:32:26]: We usually aim for about thirty five percent.
Tess [0:32:28]: Right?
Tess [0:32:29]: And I think it's all because of this beautiful, but very simple.
Tess [0:32:32]: Can you tell we of, like, a one person marketing team with that hadn't created?
Jess [0:32:37]: We got canvas.
Tess [0:32:39]: We deaf...
Tess [0:32:40]: That's all Canvas maybe And so this is lead pages, so shout out lead pages.
Tess [0:32:43]: But they had all seen this page.
Tess [0:32:46]: We grab them, and we sent them individual emails because we could kind of...
Tess [0:32:50]: Prove that they had visited us.
Tess [0:32:52]: They had poked at us.
Tess [0:32:53]: And so we let them know sugar, one of our team members, dogs would be on sight.
Tess [0:32:58]: We offered to get coffee, and we got that kind of intel beforehand.
Tess [0:33:01]: The results, and there's our beloved sugar and some of our sales team members.
Tess [0:33:06]: Everyone was looking for the air vet booth when they got there.
Tess [0:33:10]: There were rumors that they were approaching some pet insurance were not pet insurance for pet Telehealth.
Tess [0:33:15]: They were approaching other pet insurance booths being, like, where are the dog pens?
Tess [0:33:20]: Where's Air vet?
Tess [0:33:21]: Why are you green and non blue asking for contacts, asking for our salespeople people by name.
Tess [0:33:27]: The sales team showed up with Clear of Air vet branding?
Tess [0:33:31]: Everyone was wearing blue.
Tess [0:33:32]: Everyone was wearing and had swag featured in the ads.
Tess [0:33:36]: And, of course, a dog and all those dog pens ready to hand out.
Tess [0:33:40]: So despite not having a home base at the conference, The sales team managed to have on site meetings.
Tess [0:33:46]: They weren't distracted by having to booth baby set, and they were busy throughout the two and a half day conference, even completely filling out the post event happy hour that we hosted.
Tess [0:33:55]: So the real thing everyone cares about.
Tess [0:33:58]: What were the results.
Tess [0:33:58]: We had eleven on site meetings, post event meetings.
Tess [0:34:02]: We had five, we have three open deals.
Tess [0:34:04]: The rest of all closed.
Tess [0:34:05]: Our total Roi was over two thousand percent, but proving to sales, they don't need a booth.
Tess [0:34:11]: Absolutely priceless.
Tess [0:34:13]: And total spend, it was eleven thousand for, like, sponsorship and T e and this ad campaign was a brand?
Jess [0:34:21]: What was sales response after all this?
Jess [0:34:23]: I wanna know, like, what did they actually say?
Jess [0:34:25]: Thank you, Tess.
Jess [0:34:26]: Which is, like, it never happened.
Jess [0:34:29]: Was the
Jess [0:34:29]: last of the sales No.
Tess [0:34:30]: And it and it built that trust.
Tess [0:34:32]: I always say I come from a family that believes in the sales marketing, partnership.
Tess [0:34:36]: My dad works in sales my mom worked in marketing.
Tess [0:34:39]: My sister works in sales at an Ai company.
Tess [0:34:42]: I work in marketing, in pet Telehealth.
Tess [0:34:44]: So proof that we can all live harmonious in one home.
Tess [0:34:49]: It's how we grow up.
Tess [0:34:50]: It's the career choices we continued on.
Tess [0:34:52]: So, yeah.
Tess [0:34:53]: I think it's just a booth is branding out its core.
Tess [0:34:56]: It's just branding, you can kinda stand around.
Tess [0:34:59]: And if your branding is good enough.
Tess [0:35:00]: You can still stand around it online.
Jess [0:35:04]: Love minute.
Jess [0:35:04]: I think there just two things on, you said, number one.
Jess [0:35:06]: I think this is so important regardless, like, this you test just use this one example.
Jess [0:35:10]: But when you can actually do something that generates risk...
Jess [0:35:13]: Results for the sales team when those are your counterparts that is a number one way to gain credibility.
Jess [0:35:16]: It's like, you can show them all the Pdfs and all the blog posts and all that blah of a...
Jess [0:35:21]: Nope.
Jess [0:35:21]: This is how you do it.
Jess [0:35:22]: We create an idea.
Jess [0:35:23]: We booked eleven meetings.
Jess [0:35:24]: So, like, out of thin air.
Jess [0:35:25]: Like, that's how they get you to work with you on more stuff next time.
Jess [0:35:28]: And then I love the scrap ness of...
Jess [0:35:31]: I don't remember if you said why you didn't have a booth, but I I would...
Jess [0:35:34]: In my career it I'd be, like, we're going this event.
Jess [0:35:36]: Okay.
Jess [0:35:36]: It's this would cost for the booth.
Jess [0:35:37]: Like, is there like, a gorilla marketing play that we could do we could do here?
Jess [0:35:40]: Like, we're sending three salespeople.
Jess [0:35:41]: What could we do?
Jess [0:35:42]: This is a stuff that I love B2B marketing, B2B marketing, whatever, like, this is a perfect example.
Jess [0:35:48]: It's scrappy, creative results driven, like, awesome job.
Jess [0:35:52]: Love it.
Tess [0:35:53]: Thank you so much.
Jess [0:35:54]: Yeah.
Jess [0:35:54]: Alright.
Jess [0:35:55]: We got one more.
Jess [0:35:58]: We got Richard.
Jess [0:35:59]: And then we're gonna have some time.
Jess [0:36:00]: So we got Richard, and then we got a bunch of questions.
Jess [0:36:02]: I I love the guest being in the chat right now, but we'll, Aaron has collected some of the questions we didn't get to, and I'll I'll make sure we bring everybody up, and we have time to try to rip through any of those as we can.
Jess [0:36:12]: So, Richard, Welcome.
Jess [0:36:13]: Welcome to the show.
Speaker_7 [0:36:15]: Thank you.
Speaker_7 [0:36:15]: Thank you.
Speaker_7 [0:36:15]: I'm I'm happy to be here.
Speaker_7 [0:36:17]: Hey, everybody.
Speaker_7 [0:36:18]: I'm richard I'm the director of Go to market growth at Go happy.
Speaker_7 [0:36:20]: I'm here to talk to us today about how we created a multi channel signal based strategy.
Speaker_7 [0:36:24]: So we could stop overs spending on Linkedin.
Speaker_7 [0:36:27]: So basically, we just wanted to stop giving Linkedin all of our money.
Speaker_7 [0:36:30]: Right?
Speaker_7 [0:36:30]: But before I get into it, I just wanna give a quick anecdote.
Speaker_7 [0:36:33]: And, Dave, I hope you're okay with me sharing this.
Speaker_7 [0:36:35]: I didn't ask.
Speaker_7 [0:36:36]: But I first heard about Dave when he was still drift.
Speaker_7 [0:36:39]: One of my colleagues time had emailed me so many times trying to book you for a podcast.
Speaker_7 [0:36:44]: That you finally responded with, like, police stop this is getting me.
Speaker_7 [0:36:48]: See this is not
Jeremy [0:36:49]: real and makes that...
Speaker_7 [0:36:51]: You know
Jess [0:36:51]: what what's so funny?
Jess [0:36:52]: Okay.
Jess [0:36:52]: So can I just tell you something?
Jess [0:36:53]: Like, I...
Jess [0:36:54]: Yeah.
Jess [0:36:54]: Ninety nine percent of the time I have learned now like, whether it's a...
Jess [0:36:59]: Comment online or whether it's email, just, like, do not respond, do not respond.
Jess [0:37:02]: Nothing good comes responding.
Jess [0:37:04]: And every now and then, I slip up, and I just, like, have to say something, and this must have been a perfect of, I had a guy the other day, this guy, I know what coming is, but someone has emailed me with the subject line lunch question mark for the last three weeks in a row every single Monday.
Jess [0:37:19]: And I just replied to the there.
Jess [0:37:21]: I do not wanna have a goddamn lunch with you take me off your list, and I didn't even mean to send it.
Jess [0:37:26]: And then I get all these spam, like these robo robots...
Jess [0:37:28]: Do you ever get these robo tech text like.
Jess [0:37:30]: Hey.
Jess [0:37:30]: It's been a while.
Jess [0:37:31]: How are you doing?
Jess [0:37:32]: And.
Jess [0:37:32]: The other day, I just wrote back to someone?
Jess [0:37:35]: I'm doing really, really, really bad.
Jess [0:37:37]: This is not.
Jess [0:37:38]: Good.
Jess [0:37:39]: And I just wanted to see where it goes.
Jess [0:37:40]: And I made the huge mistake that I go on Reddit, and what I learned is, that confirmed that I'm real and then now I get more text.
Jess [0:37:46]: So lesson the number you don't respond.
Jess [0:37:47]: Oh who.
Jess [0:37:49]: Thanks.
Jess [0:37:49]: I'm gonna borrow with the line though.
Jess [0:37:51]: Please stop.
Jess [0:37:51]: This is getting weird.
Jess [0:37:52]: Every pitch slap.
Jess [0:37:53]: Good Every...
Jess [0:37:54]: Yeah.
Jess [0:37:55]: I'm kidding...
Jess [0:37:56]: The problem is like, the...
Jess [0:37:56]: A lot of sales people would try to then flip this.
Jess [0:37:59]: Like, oh, I got a response signal
Kelly [0:38:01]: Yeah.
Jess [0:38:01]: At a
Speaker_7 [0:38:02]: don't, like, it's for a podcast appearance.
Speaker_7 [0:38:04]: Like, I don't know if you actually ever appeared on that podcast.
Speaker_7 [0:38:06]: I would assume not.
Speaker_7 [0:38:08]: But one thing that they called bitch for something, but it's almost worse to be called pitch Fry.
Speaker_7 [0:38:11]: Yes.
Jess [0:38:12]: Looks my bad.
Jess [0:38:13]: I didn't know that one day you're gonna be here, so my bad Key.
Speaker_7 [0:38:16]: I no.
Speaker_7 [0:38:16]: It was it for me.
Speaker_7 [0:38:17]: It was for somebody in senior leadership at the organization.
Speaker_7 [0:38:19]: Was at the time, so it actually became like, a running Joe kind of be humbled of some people a little bit.
Speaker_7 [0:38:24]: Yeah.
Speaker_7 [0:38:25]: This the email circulated as a mean for months boss.
Speaker_7 [0:38:27]: So trying to get back on track here.
Speaker_7 [0:38:30]: I'd been work with gone happy for two and a half years now.
Speaker_7 [0:38:32]: Our mission is to help offer frontline line workers feel more valued and connected, so they can reach their full potential.
Speaker_7 [0:38:36]: And live more fulfilling lives.
Speaker_7 [0:38:38]: We've been working in the frontline tech space since two thousand.
Speaker_7 [0:38:41]: So it's in our Dna, and, like, a lot of B2B brands.
Speaker_7 [0:38:44]: We have a very hard to define very niche ICP, which presents self and all sorts of really fun problems despite the fact that frontline employees make up eighty percent of the United States workforce, you think that the people actually manage them and are responsible of them are actually very difficult to reach and you wouldn't think you could reached them in traditional manners.
Speaker_7 [0:39:02]: So that takes us to our problem, which our problem was, like, a lot of other B2B brands, ninety percent of our ads then on Linkedin.
Speaker_7 [0:39:09]: And when ninety percent of your ad spend is on a single channel, it means you are increased at risk if there's any ad platform changes.
Speaker_7 [0:39:17]: Which we have.
Speaker_7 [0:39:18]: Lucky us, we had a ninety one percent increase in Cpm from q to Q four of last year.
Speaker_7 [0:39:23]: So our ad budget going significantly less than it was previously, and already in penetration had dropped all the way to twenty three percent.
Speaker_7 [0:39:31]: So in any given month, we're only reaching about a fifth of our total audience.
Speaker_7 [0:39:35]: So combating all that, we also saw another metric that really concerned us, which is at our meeting booking rate from Linkedin, which had historically been pretty good.
Speaker_7 [0:39:44]: Started to really decline and declined thirty six percent.
Speaker_7 [0:39:47]: So I'm reaching a lot less people, I'm paying a lot more for my ads, and my booking rates declining, that's kind of the worst combination of things.
Speaker_7 [0:39:54]: Right?
Speaker_7 [0:39:54]: So I kinda summarized this problem as if we needed more at bats.
Speaker_7 [0:39:58]: Right?
Speaker_7 [0:39:59]: We needed to get more reach against our ICP to really try to resolve this problem.
Speaker_7 [0:40:03]: So to address it, we took a three step process to make sure that we're doing it the right way.
Speaker_7 [0:40:07]: The first is we locked in our positioning.
Speaker_7 [0:40:09]: We work with an a company called pitch maps.
Speaker_7 [0:40:11]: Really work with stakeholders and key partners yet really good Po on how we should go to market with our message.
Speaker_7 [0:40:17]: And we rolled out into creative and testing plan that I'll show here just a second.
Speaker_7 [0:40:21]: We then also worked with our head of sales.
Speaker_7 [0:40:23]: Do we rework our Ab approach.
Speaker_7 [0:40:24]: So we took our ICP definitions in the play.
Speaker_7 [0:40:26]: We scored accounts on two dimensions, which is our ICP fit, all the fun demographic location for demographic data.
Speaker_7 [0:40:32]: And then our first party intent, and third party intent from tools like Vector.
Speaker_7 [0:40:37]: We're up having, like, thirteen different sources to, like, measure intent, and we scored up this crazy table.
Speaker_7 [0:40:44]: And we decided alright sales, like, we're ready.
Speaker_7 [0:40:47]: We're ready to go.
Speaker_7 [0:40:47]: So we decided to test new channels.
Speaker_7 [0:40:51]: And use vector, in particular to expand it to other channels like Facebook and and Google display.
Speaker_7 [0:40:56]: Before we did that, we wanted to make sure that Vector was not full of it though.
Speaker_7 [0:41:00]: And so we did do a small pilot on Linkedin, use the company insights tab, and then also use other D optimization platforms to verify that the information that we're getting from vector was actually the right.
Speaker_7 [0:41:10]: Right?
Speaker_7 [0:41:10]: So if they're telling me, I'm I'm targeting director plus in these functions, that that's actually who I'm I'm seeing.
Speaker_7 [0:41:15]: So when that pilot worked really well.
Speaker_7 [0:41:17]: We decided to scale.
Speaker_7 [0:41:18]: With scaling, we created what I call the intent flywheel.
Speaker_7 [0:41:21]: And this is basically really B2B retargeting, but it sounds cooler because I'm calling it the intense flywheel wheel.
Speaker_7 [0:41:28]: We take our first party intent data sources, like vector.
Speaker_7 [0:41:31]: Key visits on our page, like pricing page, like, on our guided tours that we do via a storyline, When that happens, we send, hey, the signal to clay, and we put it on the company record in the Clay table.
Speaker_7 [0:41:41]: That clay table then sinks back in the Hubspot, and we send that into our ad channels often through vector.
Speaker_7 [0:41:46]: The crazy thing is is we're adding more ad budget to the accounts are showing us intent.
Speaker_7 [0:41:51]: Those accounts show even more intent.
Speaker_7 [0:41:53]: So it's like kind of, like a circling the drain type of effect to really build up that type of engagement with our our bottom funnel accounts.
Speaker_7 [0:41:59]: I did mention we did expand our creative and web experiences.
Speaker_7 [0:42:04]: So we started off with tone and intent, you know, moving away from some the traditional B2B language.
Speaker_7 [0:42:09]: That's a a little less friendly to more friendly tone such as, like, texting on the job.
Speaker_7 [0:42:14]: Actually, that's what we want them to do.
Speaker_7 [0:42:15]: You're making them download an app?
Speaker_7 [0:42:17]: Like, have you thought that they might not need an app at all or think outside the inbox, which is my favorite and it actually grown really well.
Speaker_7 [0:42:23]: We also did multi variant web testing with Crazy egg, with Landing page, layout, copy, all that fun stuff.
Speaker_7 [0:42:29]: But the results really did kinda catch our team by surprise.
Speaker_7 [0:42:33]: The first thing is from an delivery perspective by, you know, moving just twenty percent of our ad spend to other channels outside of Linkedin.
Speaker_7 [0:42:41]: We actually generated two times the impressions in February, than we did all of q four.
Speaker_7 [0:42:46]: We get a million impressions for the first time ever, which is really, really cool.
Speaker_7 [0:42:49]: Our Cpm decreased by seventy five percent.
Speaker_7 [0:42:52]: And simply getting your ads in front of your target audience more can really help.
Speaker_7 [0:42:56]: And in this case, we generate three point five times, the average amount of pipeline that we would normally generate a month.
Speaker_7 [0:43:00]: And from paid channels directly is five point two times.
Speaker_7 [0:43:03]: So if that any final thoughts for y'all is set don't overthink it.
Speaker_7 [0:43:06]: First of all, if you aren't able to have adequate account coverage in your Ab strategy, you're...
Speaker_7 [0:43:11]: It's not really an Ab strategy.
Speaker_7 [0:43:13]: So if you're only getting twenty three percent of your audience reach in a single month, you need to figure out other ways to reach him.
Speaker_7 [0:43:18]: Second, validate, then scale, really like the Vector team, but once Again wanna make sure that they're right.
Speaker_7 [0:43:23]: Whenever you're trying to make sure that you're reaching the right people, it it helps before you put a ton of money behind it to make sure that's actually the right people.
Speaker_7 [0:43:29]: And then last is first party intent data I love Vectors third party intent data, but I treat second.
Speaker_7 [0:43:35]: What's happening with me in my website and the signals that we're able to send when they're interacting directly with me is much more valuable, and that's really the difference between creating that intent flywheel.
Speaker_7 [0:43:44]: Thanks so much for the time Y'all?
Jess [0:43:46]: Beautiful.
Jess [0:43:46]: Richard, which ad creative was your top performer.
Jess [0:43:50]: Do you know?
Speaker_7 [0:43:51]: Anytime we featured a phone to really make the point that, like, we text your front frontline employees, you don't have to download an app or anything like that.
Speaker_7 [0:43:57]: Actually really performed well.
Speaker_7 [0:43:59]: So we...
Speaker_7 [0:43:59]: Our new creative fastest is, like, if we're doing same copy with the phone featured or not a feature, just kinda to that quick visual queue.
Speaker_7 [0:44:06]: But, like, the really quick wit copy specifically about avoiding an app download, really perform well.
Cindy [0:44:12]: So...
Cindy [0:44:12]: Mh.
Speaker_7 [0:44:12]: Little sassy.
Speaker_7 [0:44:13]: So good.
Cindy [0:44:14]: Heck
Jess [0:44:15]: yeah.
Jess [0:44:15]: I didn't attention anything after the first slide if I'm weighing on us.
Jess [0:44:18]: Nice she's all.
Jess [0:44:19]: Just kidding.
Jess [0:44:20]: Maxed out.
Jess [0:44:21]: Oh, it's great job.
Jess [0:44:23]: Great job.
Jess [0:44:23]: I love the headline.
Jess [0:44:25]: That feels very like, it was on your breath but, like, the copy was very intentional and he did a great job.
Jess [0:44:30]: Let's bring the crew up, producer Aaron, send to everybody up here.
Jess [0:44:33]: Send the marketers up here real quick.
Jess [0:44:36]: This this is an expensive meeting really quickly.
Jess [0:44:38]: Look at this.
Jess [0:44:39]: There's a lot of pipeline and skills in this room, So couple things.
Jess [0:44:44]: Let's do rapid fire.
Jess [0:44:45]: Aaron kinda recap a bunch of the questions, and I will...
Jess [0:44:48]: I'm just gonna see if you can give me, like, one or two sentence answers.
Jess [0:44:51]: We'll give this to you all after, and we can try to follow up.
Jess [0:44:54]: Specifically.
Jess [0:44:55]: So, Cindy, we kinda hit on this, like, how much of the influencers caught...
Jess [0:44:58]: Let me just rifle through this?
Jess [0:44:59]: You can decide with cancer?
Jess [0:45:00]: How much of the influencers cost?
Jess [0:45:01]: What was the total spend?
Jess [0:45:02]: Why did you guys stop using six cents.
Jess [0:45:05]: Did you build all of your target audience lists outside of Linkedin?
Jess [0:45:08]: My question most important.
Jess [0:45:10]: You mentioned Ut here and tracking success with influencers.
Jess [0:45:14]: And we've done a bunch of stuff like this in the past, and I've always kinda wondered.
Jess [0:45:18]: My only issue with the influencer play in Linkedin, and the Is, like, we're only now getting attribution on if they click that specific link where it could be like, oh, I I saw a Gold cast content lab three months ago from Devin Reed.
Jess [0:45:31]: Do you think about that in your Roi analysis on influencers at all.
Cindy [0:45:35]: Yeah.
Cindy [0:45:35]: So a lot of the other questions have already answered in the chat.
Cindy [0:45:37]: So I'm gonna, just take that last one, Dave.
Cindy [0:45:40]: Ut at the beginning were, like, all we had, and so literally straight line.
Cindy [0:45:44]: Right?
Cindy [0:45:44]: Did they...
Cindy [0:45:45]: Like, what was engagement on the post and then how many people signed up for the trial via the link.
Cindy [0:45:48]: But now we have vector where you layer on top of the page.
Cindy [0:45:52]: So you can create another ad segment.
Cindy [0:45:53]: You can d.
Cindy [0:45:54]: You can see that.
Cindy [0:45:55]: The other piece of it is, like, we have hockey sack now.
Cindy [0:45:57]: So it's, like, giving us the holistic list to picture beyond that one.
Cindy [0:46:00]: You sound like the, like, one hundred percent.
Cindy [0:46:02]: If you're trying to look for, like, specifics, you're gonna lose?
Cindy [0:46:04]: It's gonna be a failing program.
Cindy [0:46:06]: But when you're able to connect the broader things like, was there fucking traffic during this time.
Cindy [0:46:10]: Did you notice more hits your website Sql else, etcetera, etcetera.
Cindy [0:46:14]: Right?
Cindy [0:46:15]: And then, again, like, like I mentioned, now it's more of...
Cindy [0:46:17]: You now have this target audience that's engaged through this.
Cindy [0:46:20]: They may have not signed up for content live, but you'd have other ad ads with them.
Cindy [0:46:23]: So maybe saw content lab.
Cindy [0:46:25]: Maybe it's like, a webinar on content repurposing.
Cindy [0:46:27]: And that's where you're running an ad for that event or you're den and targeting in that way throughout that even.
Jess [0:46:33]: Good job, Cindy and good job in the chat?
Jess [0:46:35]: By the way.
Jess [0:46:35]: Kelly, what was your total budget?
Jess [0:46:37]: And is there a demand capture aspect to your campaign?
Jess [0:46:39]: Is there a sales touch or book a demo retargeting?
Kelly [0:46:42]: Yeah.
Kelly [0:46:42]: Great question.
Kelly [0:46:43]: For the first flight, again, we're kinda of mid flight with this campaign so it's still ongoing, but...
Kelly [0:46:47]: Our total budget for everything for the quarter was sixty k, roughly, and we're on track to hit that right now.
Kelly [0:46:56]: And then the second question was on the demand capture.
Kelly [0:46:59]: Yes.
Kelly [0:46:59]: So actually, both the thought leader campaign and the brand solution campaign leads to a book of demo form.
Kelly [0:47:04]: So we talked quite a few conversions come through there as well.
Jess [0:47:07]: Cool.
Jess [0:47:07]: Jeremy, how did you match your target audience for direct email and your direct mail providers provide matched the audience Yeah.
Jeremy [0:47:16]: So I used clay to make sure that the audiences were enriched and make sure that the...
Jeremy [0:47:22]: Everything is very accurate.
Jeremy [0:47:23]: So really relying on clay for everything there.
Jess [0:47:27]: Clay.
Jess [0:47:27]: Okay.
Jess [0:47:28]: Previously.
Jess [0:47:29]: Click put that and send it to a test.
Jess [0:47:33]: How did you get the full list before the event without being a sponsor?
Tess [0:47:36]: We did sponsor.
Tess [0:47:37]: We just didn't have a booth.
Tess [0:47:38]: So we sponsored the happy hour, the night before.
Jess [0:47:44]: Nice.
Jess [0:47:44]: I thought you're...
Jess [0:47:45]: You brought you like, hey, You like a dog pan?
Tess [0:47:48]: You be surprised so much that does where.
Jess [0:47:51]: I know
Tess [0:47:52]: dog fence turn numbers.
Jess [0:47:54]: What tool did you to create the look like onions?
Tess [0:47:57]: Linkedin ads has, like an embed tool.
Jess [0:48:00]: Cool.
Jess [0:48:00]: Okay.
Jess [0:48:01]: Alright.
Jess [0:48:02]: Folks.
Jess [0:48:02]: We need your help.
Jess [0:48:03]: We're gonna roll a poll right now.
Jess [0:48:04]: I'd like to pick a winner.
Jess [0:48:05]: So Aaron, let's roll that poll.
Jess [0:48:07]: No pressure.
Jess [0:48:08]: Look.
Jess [0:48:08]: Just like, am I...
Jess [0:48:09]: You know, we love you all.
Jess [0:48:10]: Everyone's a winner here at Exit Five, but, like, there is a winner, Like, someone's in a win.
Jess [0:48:14]: So favorite campaign.
Jess [0:48:16]: Do we know the prize?
Jess [0:48:17]: What is the prize?
Jess [0:48:19]: And the prize dave is a vector swag pack.
Jess [0:48:23]: A v earth swag pack.
Jess [0:48:24]: That's.
Tess [0:48:26]: And eric ghost plush.
Jess [0:48:29]: Oh, nice.
Jess [0:48:29]: I have two of those dog destroyed one of them.
Jess [0:48:32]: You say some favorite campaign.
Jess [0:48:34]: Wow.
Jess [0:48:34]: Look, Shout out to all you.
Jess [0:48:36]: You brought the heat.
Jess [0:48:37]: We're gonna turn this...
Jess [0:48:37]: This is gonna be a podcast episode.
Jess [0:48:39]: We'll share all this.
Jess [0:48:40]: Later be on Youtube.
Jess [0:48:41]: Everybody can watch later, but tests.
Jess [0:48:43]: Way to go test.
Jess [0:48:44]: No booth in person, B2B play, wei dog, butt shaking pants, you'd nailed it.
Tess [0:48:51]: It's the dog pens.
Tess [0:48:52]: It's the dogs.
Jess [0:48:53]: Way to go.
Jess [0:48:53]: Congrats.
Jess [0:48:54]: You're the proud new owner.
Jess [0:48:55]: Of a bunch of vector swag.
Jess [0:48:58]: Now we are addicted to measurement.
Jess [0:49:00]: Demand jed folks.
Jess [0:49:01]: You all can appreciate it here.
Jess [0:49:02]: I have one more last poll before you.
Jess [0:49:04]: We wrap up.
Jess [0:49:04]: I just wanna get a quick rating on today's session.
Jess [0:49:07]: If you attended this, This really helps us figure it out the right content, the right topic.
Jess [0:49:10]: So producer, Aaron.
Jess [0:49:11]: Let's roll the last poll here before we let everybody jump.
Jess [0:49:14]: Give us a rating here.
Jess [0:49:15]: We do this in all our meetings, So you could do this to five.
Jess [0:49:17]: It's really uncomfortable if you have to do it in front of everybody.
Jess [0:49:20]: But here, we'll do it.
Jess [0:49:21]: What would you rate today session, holy smokes.
Jess [0:49:24]: That's great.
Jess [0:49:24]: Lots of fives.
Jess [0:49:25]: Really good.
Jess [0:49:26]: Alright.
Jess [0:49:26]: Let...
Jess [0:49:26]: Let's give a shout.
Jess [0:49:27]: One last time, Cindy Kelly, Test Richard, Jeremy, Jess Cook.
Jess [0:49:31]: I'm Dave Bur, founder here at Exit Five.
Jess [0:49:34]: We'll have this on Youtube.
Jess [0:49:35]: Spotify.
Jess [0:49:36]: It's on my podcast, Dave's Podcast also be in our newsletter in a couple of weeks.
Jess [0:49:39]: And go find all these people connect with them on Linkedin, and we'll see you on the next one of these.
Jess [0:49:44]: Alright.
Jess [0:49:44]: We'll be back.
Jess [0:49:45]: Six month, they will do another one more ads.
Jess [0:49:47]: Okay?
Jess [0:49:47]: Alright.
Jess [0:49:48]: See you all.
Dave [0:49:52]: Hey.
Dave [0:49:52]: Thanks for listening to this podcast.
Dave [0:49:54]: If you like this episode.
Dave [0:49:55]: You know what?
Dave [0:49:56]: I'm not even gonna ask you to subscribe and leave a review because I don't really care about that.
Dave [0:50:00]: I have something better for you.
Dave [0:50:02]: So we've built the number one private community for B2B marketers at Exit Five, and you can go check that out instead of leaving a rating a review, go check it out right now on our website, exitfive.com.
Dave [0:50:13]: Our mission at Exit Five is to help you grow your career in B2B marketing, and there's no better place to do that than with us check at Exit Five.
Dave [0:50:20]: There's nearly five thousand members now in our community, People are in their posting every day asking questions about things like marketing planning.
Dave [0:50:28]: Ideas, inspiration, asking questions and getting feedback from your peers, building your own network of marketers who do the same thing you are so you can have a peer group, or maybe just venting about your boss when you need to get in there and get something off your chest.
Dave [0:50:41]: It's a hundred percent free you to join for seven days so you can go and check it out risk free, and then there's a small annual fee to pay if you wanna become a member for the year.
Dave [0:50:50]: Go check it out, learn more, exitfive.com, and I will see you over there in the community.