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What's really common is this disconnect
between the marketing department,

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sales department
and just kind of departments overall

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and what we have heard constantly and like
struggles, especially like in person,

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that these events throughout
the year was like marketers, one needs to

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do a better job of communicating the value
and effectiveness of marketing to sales.

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And but then on the flip side,
like sales needs to do a better job

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at communicating like their insights
to the marketing team in this moment

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when they were trying to rank fives
all the time and it's collaboration.

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And if you just say you're aligned,
it doesn't hold you accountable

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to saying that you're actually, like,
working together, just like we're aligned.

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But it's like, are you really?

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Hello, fellow marketers and listeners,
and Happy New Year.

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Thanks for tuning in
to this episode of Call to Action.

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I'm Janet Mesh and the CEO of Aimtal
and the host of the show.

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Aimtal is the integrated marketing agency.

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We specialize in building

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marketing processes
and strategies for B2B companies.

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And then we launched their first marketing
campaigns and programs.

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So super excited this year
to do a lot of that in this show.

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And each episode of Called to Action,
we analyze and discuss the latest trends,

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and research in B2B marketing
and across the industry as a whole.

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So we conclude every episode of Called
to Action

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with one call to action to you,
the viewer, that means you'll get

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some ideas and tactics from myself
and my, co-hosts and our guests today

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on what you can do, in your own
marketing in 2025.

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So I'm thrilled to be joined by my co-host
Tucker Delaney Winn, Growth

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Marketing Lead at Aimtal,
and our special guest, Dylan Rhudd,

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our integrated marketing strategies
that aim to sell.

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Dylan, if you remember, he was in episode
three where we dived into all things

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video marketing.

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So if you didn't catch that episode,
definitely check it out.

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We shared a lot of really interesting
insights across

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creating a video series into webinars.

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So it's a goldmine of, tactics
and, strategies

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that you can apply to your own
marketing and plans this year.

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But today we're going to be chatting
about some top highlights from 2024.

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So, taking kind of a look back
and what that means of a look

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forward into 2025,
and especially how marketing and sales,

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leaders need to prioritize their own,
you know, plans,

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their own strategies together
and what that will look like

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for the growth of your business.

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Awesome.

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All right.

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I'm going to pass it
over. Let's do some brief intros. Just.

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There may be some folks listening in
who don't know who we are.

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So we always like to share
a little context so you can, kick us off.

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Tucker.

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Hey there.

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Tucker.

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Delaney in Aimtal's growth
marketing lead and a name.

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Telfer. Almost four years based in Boston.

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Yeah.

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Been, lately focused on creating marketing
strategies,

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running lots of campaigns
and driving marketing and sales

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alignment, which I know
we'll be talking a lot about today.

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But yeah, very excited for this one
and very excited for Dylan

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you to be back on the program.

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I'll, pass it over to you.

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Yeah. Thank you so much, Tucker.

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Glad to be back as well.

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Yeah.

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My name is Dylan Rutt, and I'm Aimtal's
integrated marketing strategist.

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Also just past my four year
mark back in November, I believe.

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Yeah, time really flies.

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Really pretty crazy stuff.

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I work very closely with Janet and Tucker
and the rest of our internal team

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to create full scale digital marketing
strategies for our clients, across

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a variety of different service lines
email, social media, paid ads, and more.

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And yet

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2024 was a pretty big agency year for us
and for the industry as a whole.

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So I'm really looking forward
to taking those learnings and using them

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to, like, really strategize

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and plan for 2025 with our clients
and our community overall.

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So yeah, should be a fun episode.

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Yeah, yeah, definitely a ton of takeaways.

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2024 I think, you know, there's only
so much we can cover in less than an hour.

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And so definitely check out past episodes
that we've,

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this is episode six as of today,
which is really exciting.

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2024 was a year of great change,
in my opinion, and and honestly,

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I think a little bit turbulent
and a lot of uncertainty, unfortunately.

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But there were a lot there was a lot of,
you know, innovation throughout the year.

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So past episodes was an overall,
you know, the rise of AI and marketing.

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I feel like, you know, generative
AI has been out for a few years, but

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we really saw it come to people actually
like starting to use and apply it.

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And really kind of

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taking a more like critical look of how
to incorporate it into their marketing.

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Video continue to be center stage.

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I think we've been saying this for years.

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I just like,
you know, you invest in video,

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if you do invest
in video, it's pretty much,

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integral must have of

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any content strategy
and marketing strategy.

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And I think it's we're seeing like there's
the search engines are changing

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with the impact of AI
and just the traditional ways that we saw

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that, things worked
kind of got a little bit

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flipped on its head, especially with
the Google ads that came out this year.

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Shout out is always a spark.

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Toriel and the data team,
who did like, a lot of, analysis on that,

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you can go like, take a look at all

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the content they put out this year
for, like, a deeper dive into, well,

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the kind of impact of SEO and,
website traffic.

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So in terms of this episode, we'll,
we'll talk through some of our predictions

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and share some of our lessons and stories
from 2024.

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And from that,
what we're seeing will kind of

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evolve and continue into 2025.

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So, some areas
what we're going to cover today

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are the continue to rise of in-person
events.

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You know, it's four
years since we all survived,

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global pandemic.

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And, you know,
we really noticed that there's a

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continued strong desire for more in-person
connection and community, very much

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this kind of concept of personalizing
your messaging.

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There's a little bit of a rabbit
hole will go into, when you're, you know,

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connecting with your prospects
and customers.

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And I think the third one here,
which will also share

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kind of what I actually like, how and why

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and what it actually looks like
to like align marketing and sales teams.

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So I think we talk a lot
about like alignment, alignment.

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But what do you actually need to do
for that to actually happen

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for your team in 2025?

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And then finally, which is one of my
I love this topic, is just,

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you know, we all talk about the actual
like, technical aspects of marketing,

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but really like what are the operations
people, communication channels

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of these teams that are working together
and how that can lead to success.

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So we're going to share a lot around that.

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Excited to dive in.

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But before we get there,
we'd love to hear from you both.

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Tucker and Dylan.

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What is your, like B2B
marketing resolution of the New Year?

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Like, what's something that you're

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is even something that you want to focus
on professionally going into 2025?

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I'd love to

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to hear from both of you of like,
kind of what you're thinking through

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and what you're going to
prioritize in the new year.

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Yes. I would

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like to focus on creating HubSpot
AI agents,

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and specifically ones that make sales reps
like, easier.

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I'm still pretty fired up
by Dharmesh is keynote

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from HubSpot inbound, even though that's
almost three months ago.

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At this point, it's still ringing
in my ears, buzzing in my head where he,

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we actually talked about this
on a past episode, Janet,

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but where he talked about
there used to be that phrase.

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There's an app for that,
but now it's there's an agent for that.

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We've been poking around and HubSpot
starting to use breeze,

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starting to play with HubSpot AI.

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And I'm really fired up to start
building some agents for their team.

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Of course, that can support the sales
team,

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doing things like buyer intent,
competitive intelligence.

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I think there's some great opportunities
there.

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And we're going to get into
how marketing and sales can better

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align
and better collaborate with each other.

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And this is one area where I feel like
marketing can bring some real value

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that will really help sales in the sales
team.

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And I'm excited, excited to explore that.

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So, Dylan, what about you?

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Yeah, I think you actually touched on this
a little bit earlier.

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Jenna, in terms of like that urge

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for like in-person connection
and connecting with community and stuff,

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I definitely think that's something
I want to lean into a lot more in 2025,

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just leveraging the marketing community
in my city more often,

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you know, attending more events,
connecting with some of my alumni

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from my school, connecting with Philly's
marketing experts on a more regular basis.

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I think over the past couple of years,
I was really laser focused on building up

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more of my online presence, you know,
because a lot of things did shift online.

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So naturally there's that pivot of like,
okay, maybe let me be more active

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on LinkedIn, more intentional
with my socials and things,

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but I really don't want to neglect
the connections and the resources

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right here in the city of Philadelphia
either.

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So I really, you know, fired up about
just getting more involved in general,

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you know, connecting with

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maybe the chapter of the American
Marketing Association that's near me.

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And, you know, overall, this is really fun
to like, learn from other marketers

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and share some knowledge as well
is definitely the to insight.

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But yeah, I'll pass it back to you.

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Actually, Jen, I'm curious to hear
your answer to this question as well.

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So I'm going to start with mine's
kind of similar to yours actually done.

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I think I just sharing knowledge forward
and more expansively,

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especially to larger audiences
like continuing call to action and civil

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and professional and overall goal.

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And also I would I would love

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to speak at like in person conferences
and events this year.

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So I think that's like
one of my goals is like,

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if I can get, you know,

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like a speaking or like a workshop
or something would be really exciting.

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But I think a part of that too,
is not just like a

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professional goal is like,
I want to help amplify

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like other people in the industry to,
I think would be really exciting.

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And that's what we're part of our vision
for call to action, as well as to bring on

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some guests, industry leaders to like,
speak and share, like, their own opinions.

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So, yeah,
I think I'm, I'm, I'm similar to you

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00:10:06,314 --> 00:10:09,317
or sharing
that knowledge forward and wider.

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And if you're if you're listening
this watching I guess I got a plug.

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Anyone who's listening,
watching, following us.

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If you want to be a guest
and hang out with us for an hour and talk

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00:10:18,409 --> 00:10:21,495
shop, hit us up,
we would love to have you on on here.

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Well, I guess in terms of

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the trends, learnings from 2024
and then trends

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we're seeing going into 2025,
I think a big one is, around

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people want to connect with other people,
especially back to in-person.

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And of course, it's like,
you know, there's very much

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the online community is important.

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And, you know, this is a where we focus,
but where we're seeing

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is kind of that trend
and what's going to be really important

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for marketing and sales teams
is that integration

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between that online and in-person
experience, you can't just do

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00:11:00,159 --> 00:11:03,245
like one or the other really should
think of it like holistically.

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00:11:03,245 --> 00:11:06,874
It's like kind of where those keystone
moments of events that you have

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00:11:06,874 --> 00:11:11,295
throughout the year and then like,
how do you kind of do the before, during

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00:11:11,295 --> 00:11:14,965
and after as part of your whole, like
marketing campaign messaging and plan?

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00:11:15,383 --> 00:11:16,717
As well as on the sales team?

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So, I mean, I guess in terms of
like what we did, like in 2025,

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00:11:22,264 --> 00:11:26,143
a that was I, we took some big
bets is what I'm referring to, what I am.

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So like we attended a number of events.

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I feel like I was traveling
for like straight up for like three months

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00:11:32,274 --> 00:11:35,319
straight, went from to Boston, New York
City,

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00:11:35,319 --> 00:11:38,864
California, Washington, all over.

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We tended, Toronto with Toronto.

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We went a lot of places.

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And so everything we really saw that,
you know, across the HubSpot

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inbound conference,
the B2B marketing process,

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summit and then just a range of,

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you know, events, small ones,
to where I'm based here in Boston.

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So there's always a lot going on as well.

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So as we saw this year,
there are a lot of events

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we went to a lot.

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00:12:03,848 --> 00:12:04,598
I know, like

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00:12:04,598 --> 00:12:08,602
companies were investing a lot,
kind of this big return for years later.

228
00:12:08,602 --> 00:12:11,981
And I think this is what we're just going
to continue to see this going into 2025.

229
00:12:12,148 --> 00:12:15,192
So curious to hear what your thoughts
are around this as well.

230
00:12:15,484 --> 00:12:15,943
Tucker.

231
00:12:15,943 --> 00:12:20,531
And a little bit of, you know, from
your experience or what you're seeing.

232
00:12:20,531 --> 00:12:22,867
And for you, Dylan too,
you guys can jump in and,

233
00:12:22,867 --> 00:12:25,995
share what your predictions
are based on what we saw in 2024.

234
00:12:26,746 --> 00:12:28,664
Yeah, I'm right there with you, Janet.
It was.

235
00:12:28,664 --> 00:12:32,168
It was nice to hop around to different
cities, get on planes,

236
00:12:32,168 --> 00:12:35,171
trains and automobiles
to, go to different events.

237
00:12:35,171 --> 00:12:40,676
And just echoing your sentiment
that I think we saw and felt a real

238
00:12:40,676 --> 00:12:44,472
a hunger from other people
to also be connecting face to face,

239
00:12:44,472 --> 00:12:46,515
especially in the sales
and marketing world.

240
00:12:46,515 --> 00:12:49,685
In the tech industry where we work,
there's a lot of people who work remote

241
00:12:49,685 --> 00:12:53,981
or maybe work in hybrid environments,
but I think there was a real enthusiasm

242
00:12:53,981 --> 00:12:54,774
and warmth that

243
00:12:54,774 --> 00:12:58,569
I certainly felt from people to be like,
oh, finally, let's really connect again.

244
00:12:58,569 --> 00:13:01,489
Let's get a drink,
let's talk to other people.

245
00:13:01,489 --> 00:13:05,409
So that face to face time that people
are craving, I think is really happening.

246
00:13:05,409 --> 00:13:07,119
And I just totally agree that I think

247
00:13:07,119 --> 00:13:10,956
we're going to see more and more of that
as we head into 2025, as well.

248
00:13:11,540 --> 00:13:12,124
Yeah.

249
00:13:12,124 --> 00:13:14,335
Dylan,
I know you were at a few events as well.

250
00:13:14,335 --> 00:13:16,170
Know if there's anything
you'd want to add.

251
00:13:16,170 --> 00:13:18,214
Yeah, no, I would
I would absolutely agree with that.

252
00:13:18,214 --> 00:13:19,965
I think just from the events
that I've attended

253
00:13:19,965 --> 00:13:21,759
in the past couple of months,
I've definitely felt

254
00:13:21,759 --> 00:13:25,596
a big difference between those in-person
interactions versus, you know,

255
00:13:25,596 --> 00:13:26,305
being able to tune

256
00:13:26,305 --> 00:13:30,643
into a webinar and kind of attend and get
that same information virtually, I think.

257
00:13:30,643 --> 00:13:32,144
And as we'll talk about a little later,

258
00:13:32,144 --> 00:13:34,146
there is value
in, you know, both approaches.

259
00:13:34,146 --> 00:13:36,732
But I think there's definitely
just having that in-person

260
00:13:36,732 --> 00:13:39,652
human interaction
is a huge, huge difference.

261
00:13:39,652 --> 00:13:42,988
Being able to learn from other marketers
and have those conversations

262
00:13:42,988 --> 00:13:45,991
face to face and, you know,
being able to exchange information,

263
00:13:46,450 --> 00:13:49,119
I think there's just a lot of value there
that that just really doesn't

264
00:13:49,119 --> 00:13:50,621
always translate fully

265
00:13:50,621 --> 00:13:53,916
when it comes to like, online, events
and networking conferences and things.

266
00:13:53,916 --> 00:13:59,797
So, I could see that being a huge, huge
surge going into 2025 as, people

267
00:13:59,797 --> 00:14:03,342
kind of do a little bit more of a safe
way back into the in-person experience.

268
00:14:03,342 --> 00:14:05,052
So, yeah.

269
00:14:05,052 --> 00:14:08,764
And I applaud this, kind of first report

270
00:14:08,764 --> 00:14:11,767
research from visible the event company.

271
00:14:12,309 --> 00:14:15,312
They so they haven't come up with our 2025

272
00:14:15,479 --> 00:14:18,023
trends report
as of the moment of us recording this.

273
00:14:18,023 --> 00:14:22,236
So it might be live and we'll share it
in the show notes, once it is live.

274
00:14:22,736 --> 00:14:25,614
But one of the they did do like a webinar.

275
00:14:25,614 --> 00:14:29,535
So something they did like online
kind of to share some of the data already.

276
00:14:29,535 --> 00:14:33,706
And the question is like what do you think
will be the top event trend in 2025?

277
00:14:33,914 --> 00:14:36,834
And two of the ones of the five
listed here

278
00:14:36,834 --> 00:14:39,837
that are like our standing out
are one networking opportunities.

279
00:14:39,837 --> 00:14:43,841
So, you know, folks want to network,
create meaningful connections with others.

280
00:14:44,049 --> 00:14:46,051
And then the other one is micro events.

281
00:14:46,051 --> 00:14:48,554
So communities are more
you know, they want to

282
00:14:48,554 --> 00:14:51,640
people want to be attending
almost like smaller, more local events.

283
00:14:51,932 --> 00:14:54,935
So I think we're you know,
we definitely saw a lot of that.

284
00:14:55,185 --> 00:14:57,479
And we even hosted some of that as well.

285
00:14:57,479 --> 00:14:59,356
We'll get into in a moment,

286
00:14:59,356 --> 00:15:02,484
and share some real lessons learned
and what people can do in 2025.

287
00:15:03,694 --> 00:15:06,363
But yeah, I think what you're saying,
Dylan, is true,

288
00:15:06,363 --> 00:15:10,034
like a hybrid or a hybrid approach
is still going to be a thing.

289
00:15:10,034 --> 00:15:14,038
And you, you do really need to do both
because you want to

290
00:15:14,288 --> 00:15:18,042
you can't just only,
you know, focus on a local community.

291
00:15:18,042 --> 00:15:21,962
You you know, most companies,
they want to not across United States

292
00:15:21,962 --> 00:15:23,088
but multiple countries.

293
00:15:23,088 --> 00:15:26,634
So having that hybrid approach really does
help with that kind of convenience

294
00:15:26,634 --> 00:15:30,179
of the virtual events, but also bringing
that in-person connection.

295
00:15:31,180 --> 00:15:31,805
Yeah, it's

296
00:15:31,805 --> 00:15:34,266
definitely really helpful to kind of
have the best of both worlds there

297
00:15:34,266 --> 00:15:37,061
because there are pros and cons
to to both sides of the coin. Right.

298
00:15:37,061 --> 00:15:40,356
But I will say
you miss that hybrid approach.

299
00:15:40,356 --> 00:15:43,359
I think there's also going to be
an increased importance in

300
00:15:43,442 --> 00:15:46,153
like the integrated communications,
you know, before, during

301
00:15:46,153 --> 00:15:48,489
and after each event,
just to make sure that

302
00:15:48,489 --> 00:15:51,951
the online experience and the in-person
experience, they all feel very seamless.

303
00:15:51,951 --> 00:15:54,954
You know, like what
with your in-person interactions,

304
00:15:55,162 --> 00:15:57,957
the online interactions
shouldn't feel siloed from those

305
00:15:57,957 --> 00:16:01,710
you really want it to feel, again,
very seamless and personable in order

306
00:16:01,710 --> 00:16:06,423
to really have the desired impact on,
you know, both sides in-person and online.

307
00:16:07,341 --> 00:16:10,511
And there's actually some, research
from McKinsey and company.

308
00:16:10,511 --> 00:16:12,721
I go ahead and pull up that well,

309
00:16:12,721 --> 00:16:17,017
they mentioned that 78% of consumers
have already said that, like, personalized

310
00:16:17,017 --> 00:16:21,105
content makes them more likely to revisit
and repurchase from a company.

311
00:16:21,105 --> 00:16:24,900
So, you know, the way that people
are communicating, it influences not

312
00:16:24,900 --> 00:16:28,988
only their initial decision to purchase
to engage with the organization,

313
00:16:28,988 --> 00:16:31,991
but also can lead to long term
brand loyalty.

314
00:16:32,032 --> 00:16:34,118
And even,
as you can see in the bottom left, like,

315
00:16:35,202 --> 00:16:37,955
you know, referring and recommending
to other employees

316
00:16:37,955 --> 00:16:41,875
to their, family
and to other lender, networking thing.

317
00:16:41,875 --> 00:16:45,796
So there's a lot of, value that comes from

318
00:16:46,088 --> 00:16:49,049
just really being intentional
with your communication.

319
00:16:49,049 --> 00:16:52,094
When it comes to events
like audiences can really see through

320
00:16:52,386 --> 00:16:53,846
the more generic responses.

321
00:16:53,846 --> 00:16:57,016
If you think about like, you know, like
the automated message you might get after

322
00:16:57,016 --> 00:17:00,227
an event or something like that,
or if it just feels very copy paste.

323
00:17:00,227 --> 00:17:02,062
Thank you blank for attending blank.

324
00:17:02,062 --> 00:17:05,149
You know, like audiences are really
starting to see through that a lot more.

325
00:17:05,149 --> 00:17:09,069
So I think, you know, going back to kind
of what we're seeing going into 2025

326
00:17:09,236 --> 00:17:12,156
for the event experience,
I really believe that words

327
00:17:12,156 --> 00:17:15,159
are going to matter a lot more
in the follow up correspondence.

328
00:17:15,159 --> 00:17:16,952
And, you know, being able to take the time

329
00:17:16,952 --> 00:17:18,912
to personalize that experience
a little bit more

330
00:17:18,912 --> 00:17:20,372
is definitely going to go a long way.

331
00:17:20,372 --> 00:17:24,126
Yeah, we have some examples
because I feel like I've experienced that

332
00:17:24,126 --> 00:17:27,796
firsthand, attending other people's events
this year and I know talking to.

333
00:17:28,338 --> 00:17:31,508
But the personalization thing,
I want to sit here for a moment

334
00:17:31,508 --> 00:17:35,721
because the personalization, topic
is an important one

335
00:17:35,721 --> 00:17:41,143
because this is a trend that is confusing
in my opinion and contradictory.

336
00:17:41,393 --> 00:17:43,979
So, for example, I'll pull this up.

337
00:17:43,979 --> 00:17:45,814
This is from, Qualtrics.

338
00:17:45,814 --> 00:17:48,817
They did a 2025 Global Consumer
Trend report.

339
00:17:49,068 --> 00:17:52,863
And yes, it is true that consumers

340
00:17:52,863 --> 00:17:56,283
want personalized interactions
with brands.

341
00:17:56,283 --> 00:18:00,037
So 64% of consumers
prefer to buy from companies that tailor

342
00:18:00,037 --> 00:18:03,248
their experience
their wants and needs, however,

343
00:18:03,248 --> 00:18:07,669
and they call this the personalization
paradox, which I love. And

344
00:18:08,796 --> 00:18:11,507
on of so 64%
of people say they want personalization.

345
00:18:11,507 --> 00:18:15,844
However, 53% of those same people
surveyed are concerned

346
00:18:15,844 --> 00:18:19,348
and not willing to share information
about themselves

347
00:18:20,140 --> 00:18:23,352
in order to receive
that personalized experience.

348
00:18:23,685 --> 00:18:26,647
So it's really interesting because,

349
00:18:26,814 --> 00:18:29,316
you know, on the one hand,
people are saying like, no, I want this.

350
00:18:29,316 --> 00:18:30,692
It needs to be personalized.

351
00:18:30,692 --> 00:18:32,986
You need to know who I am and get me.

352
00:18:32,986 --> 00:18:36,198
But then with data privacy laws,
I'm just not even sharing this data.

353
00:18:36,615 --> 00:18:38,075
People.

354
00:18:38,075 --> 00:18:39,118
There's no way for brands

355
00:18:39,118 --> 00:18:41,787
even have that information
to be able to like personalize.

356
00:18:41,787 --> 00:18:43,163
We do have some ideas in mind.

357
00:18:43,163 --> 00:18:46,750
I don't know how like
I think this is a scalability issue.

358
00:18:47,042 --> 00:18:50,212
I think the trend that we're going to see
and the challenge

359
00:18:50,212 --> 00:18:54,216
that brands will navigate is that it's
going to become harder and harder

360
00:18:54,216 --> 00:19:00,639
to navigate this kind of personalization
paradox at scale, you know,

361
00:19:00,639 --> 00:19:04,226
and making sure that you're kind of,
you know, hearing and understanding what,

362
00:19:05,435 --> 00:19:07,396
the person you know, your prospect

363
00:19:07,396 --> 00:19:10,691
or your customer really does want
without them giving you that information.

364
00:19:10,691 --> 00:19:13,777
And so I think, you know, unfortunately,
we're kind of almost maybe

365
00:19:13,777 --> 00:19:15,988
we're going into the dark ages
a little bit.

366
00:19:15,988 --> 00:19:18,824
Oh, lot more guessing it's 2025.

367
00:19:18,824 --> 00:19:19,741
Could be the dark ages.

368
00:19:19,741 --> 00:19:22,619
Unfortunately.

369
00:19:22,619 --> 00:19:24,621
I like medieval history,
so I'm okay with dark.

370
00:19:24,621 --> 00:19:25,914
Yeah, right.

371
00:19:25,914 --> 00:19:28,333
Well, there are pandemics.
And now look at that.

372
00:19:28,333 --> 00:19:30,043
We're just pretty much reliving history.

373
00:19:30,043 --> 00:19:32,713
Friends circle like themselves.

374
00:19:32,713 --> 00:19:33,964
Yeah, yeah.

375
00:19:33,964 --> 00:19:36,049
Pretty much. Yeah.
That's what we're going to.

376
00:19:36,049 --> 00:19:39,052
We're going to learn from it
and not repeat the mistakes.

377
00:19:39,344 --> 00:19:39,845
Yeah.

378
00:19:39,845 --> 00:19:42,848
I mean,
I was on the receiving end of this lately.

379
00:19:43,807 --> 00:19:46,518
I think if you start
with a personal connection,

380
00:19:46,518 --> 00:19:48,270
you have to kind of keep it personal

381
00:19:48,270 --> 00:19:51,607
for a little while before you go into,
like, the branded experience.

382
00:19:51,607 --> 00:19:56,111
So I went to a marketing conference,
recently, attended a great presentation

383
00:19:56,111 --> 00:19:59,948
from this guy once I who okay,
keep names out of the situation.

384
00:20:01,325 --> 00:20:02,326
Loved his presentation.

385
00:20:02,326 --> 00:20:03,619
Yeah, me hook, line and sinker.

386
00:20:03,619 --> 00:20:04,620
I was writing down notes.

387
00:20:04,620 --> 00:20:07,539
I was ready to go, so I sent him
a LinkedIn message afterwards.

388
00:20:07,539 --> 00:20:09,249
Been like, hey, I loved your presentation.

389
00:20:09,249 --> 00:20:11,335
That was awesome.

390
00:20:11,335 --> 00:20:13,295
And the only thing I got back

391
00:20:13,295 --> 00:20:16,298
was, it's just a thumbs up emoji.

392
00:20:17,216 --> 00:20:21,178
Those are like not no, no lines of text,
just a thumbs up emoji.

393
00:20:21,178 --> 00:20:25,474
And it it brought me back to
maybe my like high school and college days

394
00:20:25,474 --> 00:20:29,019
where you're texting someone
and they text you back just the letter K.

395
00:20:29,770 --> 00:20:32,022
Yeah. Like, you guys have got that right.

396
00:20:32,022 --> 00:20:34,566
You know, you're like,
I okay. So we're like, not friends.

397
00:20:34,566 --> 00:20:36,610
Like you and offender conversation.

398
00:20:36,610 --> 00:20:39,238
And the conversation is okay,
we're never texting again.

399
00:20:39,238 --> 00:20:40,906
You're not going to come to my barbecue.

400
00:20:42,824 --> 00:20:43,450
So yeah.

401
00:20:43,450 --> 00:20:46,453
But then the funny thing
is, the very next day, after my

402
00:20:46,453 --> 00:20:49,456
my thumbs up emoji message back,

403
00:20:49,539 --> 00:20:51,750
I got a marketing email
from the same company,

404
00:20:51,750 --> 00:20:54,253
this person's company
asking me to request a demo.

405
00:20:54,253 --> 00:20:59,049
And I was like, come on, you know,
I think that's your email.

406
00:20:59,174 --> 00:21:02,135
Did you give your email from the event?

407
00:21:02,177 --> 00:21:03,011
That must have been it.

408
00:21:03,011 --> 00:21:05,472
It must have been from me. Okay.

409
00:21:05,472 --> 00:21:07,641
But it was just such
like a cold experience.

410
00:21:07,641 --> 00:21:10,978
Like, I think I wanted to connect a little
more with this person, or at least.

411
00:21:11,186 --> 00:21:14,189
And I actually did this with several,

412
00:21:14,231 --> 00:21:17,025
several events
that I went to or several sessions.

413
00:21:17,025 --> 00:21:18,986
And I was just like,
hey, loved your event,

414
00:21:18,986 --> 00:21:20,529
you know, connection request on LinkedIn.

415
00:21:20,529 --> 00:21:24,366
And the other even just a simple like,
thanks, like, great seeing you

416
00:21:24,992 --> 00:21:25,993
makes me totally happy.

417
00:21:25,993 --> 00:21:29,204
But just something about
just the thumbs up emoji just basically

418
00:21:29,246 --> 00:21:30,247
felt like I was getting ghosted.

419
00:21:30,247 --> 00:21:35,335
Followed up by this like very branded,
not personal request a demo.

420
00:21:35,335 --> 00:21:38,088
I'm definitely not ready
for that kind of thing.

421
00:21:38,088 --> 00:21:41,091
I think to what you're saying, Janet,
it's like if you

422
00:21:41,591 --> 00:21:43,927
we know
we need to create a personal experience

423
00:21:43,927 --> 00:21:44,803
and if you want to do that,

424
00:21:44,803 --> 00:21:48,724
you have to put in some human effort
in there and some human communication.

425
00:21:48,724 --> 00:21:52,853
It can't just be, you know,
oh, immediately put them into this list.

426
00:21:52,853 --> 00:21:56,648
That's an automated email from the brand
that really rubbed me the wrong way.

427
00:21:56,648 --> 00:22:00,068
And I know that a lot of other people
would feel the same way.

428
00:22:00,068 --> 00:22:02,654
And I know, Janet,
that you've had similar experience.

429
00:22:02,654 --> 00:22:06,074
Yeah, yeah,
I did have a similar one in the

430
00:22:06,408 --> 00:22:09,369
like the event season this fall.

431
00:22:09,369 --> 00:22:13,206
It was in between inbound
and the marketing Profs

432
00:22:13,206 --> 00:22:17,336
conference here in Boston
and a company read.

433
00:22:17,336 --> 00:22:20,339
So actually it was like
so the thing that was interesting is like,

434
00:22:20,714 --> 00:22:23,675
I mean, as a marketer,
I can tell obviously,

435
00:22:24,301 --> 00:22:27,387
the 1 to 1 email looks like a real person,

436
00:22:27,387 --> 00:22:30,515
but it's kind of a mass email,
which we do as well.

437
00:22:30,515 --> 00:22:33,226
Like obviously like you're
sending it to multiple people,

438
00:22:33,226 --> 00:22:36,730
but it was like a plain text email
that was like an invitation to a dinner.

439
00:22:38,273 --> 00:22:39,107
And so I, I was pretty excited.

440
00:22:39,107 --> 00:22:40,025
I was like, oh, cool.

441
00:22:40,025 --> 00:22:43,028
Like I go to a dinner like,
that's really nice.

442
00:22:43,987 --> 00:22:46,031
And so I responded.

443
00:22:46,031 --> 00:22:49,910
So the, the messaging I would say in
the invitation was confusing

444
00:22:49,910 --> 00:22:51,912
where it was like, hey, you're invited.

445
00:22:51,912 --> 00:22:54,373
And then like the landing page
was also like, you're invited.

446
00:22:54,373 --> 00:22:56,333
Register here.

447
00:22:56,333 --> 00:23:00,962
It didn't say to the effect of like, it
didn't give any like context of thought,

448
00:23:00,962 --> 00:23:05,842
like you need to be like approved for
it was the dinner like real?

449
00:23:06,259 --> 00:23:08,053
It was like the invited. Yeah.

450
00:23:08,053 --> 00:23:11,139
But then like, I didn't
get any other communication after that.

451
00:23:11,139 --> 00:23:15,811
And to be honest, like I'm busy
and I didn't really like

452
00:23:15,811 --> 00:23:18,230
I just kind of assumed like,

453
00:23:18,230 --> 00:23:21,900
I mean, I can think this has happened
to me before, so I do have the context.

454
00:23:21,900 --> 00:23:24,653
But when I think of someone
who's never experienced

455
00:23:24,653 --> 00:23:26,863
something like this, you're
kind of like waiting around, like,

456
00:23:26,863 --> 00:23:27,823
am I invited to this dinner?

457
00:23:27,823 --> 00:23:30,450
Should I block off my calendar
for Tuesday night?

458
00:23:30,450 --> 00:23:34,913
Like trying to arrange for childcare,
like what's going on?

459
00:23:35,205 --> 00:23:38,708
And then what happened
was that the day of the

460
00:23:38,708 --> 00:23:42,671
morning of the event,
I got an email that said, like, hey,

461
00:23:42,671 --> 00:23:47,509
unfortunately like this, due to demand
and like, like capacity, like we can't,

462
00:23:48,135 --> 00:23:52,305
have you like, you're like pretty much
like you don't have a seat at the table.

463
00:23:52,556 --> 00:23:54,433
And it was like, okay, interesting.

464
00:23:54,433 --> 00:23:57,811
But it was like
the communication wasn't like that.

465
00:23:57,811 --> 00:23:59,813
It was like,
you're going to like, analyze the list.

466
00:23:59,813 --> 00:24:03,316
And it's like you reach out to me
and kind of situation.

467
00:24:03,608 --> 00:24:05,193
And it's one of those things
where they're like,

468
00:24:05,193 --> 00:24:09,197
you know, they're looking at,
I think like title and location

469
00:24:09,197 --> 00:24:11,908
and probably like mass send it out.

470
00:24:11,908 --> 00:24:15,620
However, similar thing happened to you
that happened to me.

471
00:24:15,787 --> 00:24:18,790
I received the pretty much like the know

472
00:24:19,374 --> 00:24:22,669
that morning and then three hours later
from the same company,

473
00:24:22,878 --> 00:24:25,547
I received their email newsletter
promoting,

474
00:24:25,547 --> 00:24:28,383
like all the things that the company
and all their product stuff.

475
00:24:28,383 --> 00:24:31,011
And I was like, that's a poor experience.

476
00:24:31,011 --> 00:24:34,097
Like, I agree, like we need to automate
and like do things

477
00:24:34,097 --> 00:24:37,267
at like scale,
but just like think for a moment.

478
00:24:37,267 --> 00:24:37,934
Like what?

479
00:24:37,934 --> 00:24:38,351
That like

480
00:24:38,351 --> 00:24:41,646
take an empathetic approach of like,
what is that experience for that person?

481
00:24:41,646 --> 00:24:45,400
Like, you can't, you know,
it's like this fine balance.

482
00:24:45,484 --> 00:24:48,487
I think in 2025 people
you need to figure out.

483
00:24:48,695 --> 00:24:50,697
And if anything, it's
just like having a conversation

484
00:24:50,697 --> 00:24:53,408
with your internal team,
like what time is that going out?

485
00:24:53,408 --> 00:24:55,827
Should we, you know, like,
are you like that?

486
00:24:55,827 --> 00:24:59,372
Just show to me that, like regardless
of the size of the company, big or small,

487
00:24:59,372 --> 00:25:02,501
they're just not connecting the dots
between like they're event people

488
00:25:02,751 --> 00:25:06,671
and then like their email, whoever's
writing their email newsletter of like,

489
00:25:07,005 --> 00:25:08,173
when are we sending these things out?

490
00:25:08,173 --> 00:25:11,176
Is it the same day or not or whatever?

491
00:25:11,259 --> 00:25:13,970
Absolutely. Yeah. Pretty pretty. And

492
00:25:15,430 --> 00:25:17,516
that is a wow.

493
00:25:17,516 --> 00:25:19,267
It's there. I feel like. Yeah.

494
00:25:19,267 --> 00:25:21,102
But as you both kind of alluded to it,

495
00:25:21,102 --> 00:25:23,230
it's those little details
that really go a long way.

496
00:25:23,230 --> 00:25:25,065
You know,
you can't overlook the small things,

497
00:25:25,065 --> 00:25:28,235
even down to the timing of when certain
correspondence is going out,

498
00:25:28,443 --> 00:25:32,197
as you mentioned, Janet, like,
you know, with the whole paradox idea,

499
00:25:32,197 --> 00:25:34,074
I think that's definitely important
to keep in mind,

500
00:25:34,074 --> 00:25:38,078
like personalization is getting harder
just because of like the general lack of

501
00:25:38,203 --> 00:25:40,247
voluntarily, like share data and stuff.

502
00:25:40,247 --> 00:25:44,000
But like as you can see from both,
your example is like when that like

503
00:25:44,000 --> 00:25:48,129
one on one interaction and that like post
impacts online experience.

504
00:25:48,129 --> 00:25:49,965
When they don't agree with one another,
you're left

505
00:25:49,965 --> 00:25:53,760
with like this weird awkward communication
that just misses the mark when it comes

506
00:25:53,760 --> 00:25:56,846
to like interacting with someone
who could have been a hug, you know?

507
00:25:56,846 --> 00:26:01,268
So I think and one thing you mentioned,
Tucker, that I wanted to circle back too

508
00:26:01,268 --> 00:26:04,771
quickly was just the idea of like starting
and leading with personal connection.

509
00:26:04,771 --> 00:26:08,650
I think that's a good way to circumvent
that paradox a little bit.

510
00:26:08,650 --> 00:26:12,404
You know, even just calling back
to one of our previous call

511
00:26:12,404 --> 00:26:16,116
to action episodes where you kind of get
that balance between like, automation

512
00:26:16,116 --> 00:26:19,661
and the human touch, I think that's like
so, so important to kind of find

513
00:26:19,661 --> 00:26:22,664
that like, you know,
fine line between the two because again,

514
00:26:22,747 --> 00:26:25,125
it's impossible
to personalize everything at scale.

515
00:26:25,125 --> 00:26:27,127
But you also don't
want to just like hit the button

516
00:26:27,127 --> 00:26:29,296
and send the same thing
to everybody on your list.

517
00:26:29,296 --> 00:26:29,921
Like there's

518
00:26:29,921 --> 00:26:32,048
some there's like a happy medium
that you really want to hit

519
00:26:32,048 --> 00:26:32,924
in order to really, like,

520
00:26:32,924 --> 00:26:35,927
get a good balance and get some good,
consistent communication out there,

521
00:26:36,469 --> 00:26:37,304
I totally agree.

522
00:26:37,304 --> 00:26:39,347
I mean, I think I've heard this phrase

523
00:26:39,347 --> 00:26:42,809
before that like sales is 1 to 1
and marketing is one to many.

524
00:26:43,268 --> 00:26:44,311
But I think even like

525
00:26:45,270 --> 00:26:48,398
even just getting rid of the sales versus
what sales versus what the marketing.

526
00:26:48,398 --> 00:26:50,900
But think about that 1 to 1 versus
one to many.

527
00:26:50,900 --> 00:26:52,777
And maybe a good way of thinking about
it is like, well,

528
00:26:52,777 --> 00:26:55,363
how did they come to interact
with your brand initially?

529
00:26:55,363 --> 00:26:58,491
Did they meet a certain person
because you might want to keep that 1 to 1

530
00:26:58,491 --> 00:27:00,744
connection and conversation
going a little bit,

531
00:27:00,744 --> 00:27:02,621
or did
they come and sign up for our newsletter?

532
00:27:02,621 --> 00:27:05,582
That's kind of a one to many interaction
that they're finding you.

533
00:27:05,582 --> 00:27:06,458
Maybe that's okay

534
00:27:06,458 --> 00:27:09,961
to kind of first keep interacting
with them from a one to many standpoint.

535
00:27:10,712 --> 00:27:11,671
But regardless, I think

536
00:27:11,671 --> 00:27:14,716
the thing we're thinking about here
is that you have to be really thoughtful

537
00:27:14,716 --> 00:27:17,677
about when to do 1 to 1 versus
when to do one to many.

538
00:27:17,844 --> 00:27:21,014
Otherwise, you can very quickly
make people upset and a little bit,

539
00:27:21,806 --> 00:27:26,895
just disenchanted with, with your brand
and your personal brand too.

540
00:27:26,895 --> 00:27:29,898
So yeah. Absolutely. Great point. Yeah,

541
00:27:31,066 --> 00:27:32,233
I wanted to share.

542
00:27:32,233 --> 00:27:36,071
I can show ask about a little
because I wanted to show how we did this

543
00:27:36,071 --> 00:27:37,238
at Ames Hall, actually.

544
00:27:37,238 --> 00:27:41,910
So we did host our own events
and, this year.

545
00:27:41,910 --> 00:27:43,453
So we attended a lot of conferences
and events.

546
00:27:43,453 --> 00:27:44,079
What we did

547
00:27:44,079 --> 00:27:48,416
was like the first time this year
we like like I said, we did some big bets.

548
00:27:48,750 --> 00:27:52,087
We hosted a mixer, inbound.

549
00:27:52,087 --> 00:27:55,924
And then we also did
a mastermind dinner here in Boston

550
00:27:55,924 --> 00:27:59,427
as well by in
November of this year of 2024.

551
00:27:59,636 --> 00:28:03,139
So I wanted to kind of show
you kind of just concerns

552
00:28:03,139 --> 00:28:05,475
we're talking about like what
that follow up looks like.

553
00:28:05,475 --> 00:28:08,436
So we realized that,

554
00:28:09,521 --> 00:28:12,357
like it's a little hard
to read here, but like,

555
00:28:12,357 --> 00:28:16,027
so we obviously like as you can see, like
this is a branded email that we send.

556
00:28:16,027 --> 00:28:19,406
It's like from me, but it is like stylize
and our brand and everything.

557
00:28:19,739 --> 00:28:22,033
However,
like we didn't send it like automated like

558
00:28:22,033 --> 00:28:23,201
thanks for attending our event.

559
00:28:23,201 --> 00:28:26,579
Like great to see you took the time to

560
00:28:27,997 --> 00:28:30,792
like we
built it out, but then the next day

561
00:28:30,792 --> 00:28:33,878
we like thought about like, okay,
how like it wasn't even the next.

562
00:28:33,878 --> 00:28:35,672
I think we sent it out like 1 or 2 days
later.

563
00:28:35,672 --> 00:28:37,132
Like,
I think that's something to keep in mind.

564
00:28:37,132 --> 00:28:38,883
Like, it doesn't always have to be this,
like, immediate.

565
00:28:38,883 --> 00:28:42,053
Like the person walks out of the room,
they get an email from your company.

566
00:28:42,053 --> 00:28:45,056
Like you can give it a little space
to be honest.

567
00:28:45,849 --> 00:28:49,018
But also like what I wrote in here
was like for the dinner was like,

568
00:28:49,060 --> 00:28:50,019
thanks for attending.

569
00:28:50,019 --> 00:28:53,773
Like our dinner debates on everything
from thought leadership to brand vision

570
00:28:53,898 --> 00:28:56,901
to reducing reducing friction
between sales and marketing.

571
00:28:57,485 --> 00:29:00,113
We're full of laughter
and helpful solutions.

572
00:29:00,113 --> 00:29:01,948
I hope you're fired up about 20, 25.

573
00:29:01,948 --> 00:29:03,116
You know we are.

574
00:29:03,116 --> 00:29:04,242
And then, you know,

575
00:29:04,242 --> 00:29:08,079
we just add a little bit more like first,
like we even added pictures on the event.

576
00:29:08,079 --> 00:29:11,207
Like we want to be able to do any of that
or like do a little bit of a recap

577
00:29:11,207 --> 00:29:14,210
of the discussion
or what was talked about, unless we like,

578
00:29:14,252 --> 00:29:18,590
took a moment, met internally again
as a team and then revised this and like

579
00:29:18,590 --> 00:29:22,719
shared it out from after the call,
like after the event in person.

580
00:29:22,844 --> 00:29:25,138
So I guess the point is like we didn't
schedule out everything.

581
00:29:25,138 --> 00:29:28,141
There was obviously reminder schedules,
but then the follow up

582
00:29:28,141 --> 00:29:31,019
we made sure this is another one was our,

583
00:29:31,019 --> 00:29:34,022
B2B marketing and sales mixer
we did at the inbound conference.

584
00:29:34,189 --> 00:29:38,151
And I also added in here
and wrote like a very specific thing

585
00:29:38,193 --> 00:29:41,613
to the topic of what
what came out of the how spot conference

586
00:29:41,613 --> 00:29:43,990
and also the conversations
we had in person.

587
00:29:43,990 --> 00:29:47,619
And for example, I wrote here, I was happy
to hear many conversations about

588
00:29:47,619 --> 00:29:50,622
I focus on the concept of the quote
unquote human touch.

589
00:29:50,914 --> 00:29:55,001
Like AI isn't going to replace the role,
the marketer or the sales leader founder.

590
00:29:55,001 --> 00:29:57,545
It's really going to help, like,
you know, make things,

591
00:29:57,545 --> 00:30:00,673
you know, more efficient
and really bring our expertise forward.

592
00:30:00,924 --> 00:30:04,803
So we wanted to be able to do something
like this and personalize it without,

593
00:30:05,804 --> 00:30:06,179
you know,

594
00:30:06,179 --> 00:30:09,182
taking a moment to like, pause and then

595
00:30:09,641 --> 00:30:12,936
like having a discussion internally
and making sure also making sure

596
00:30:12,936 --> 00:30:15,939
that other emails weren't going out
to the same people at the same time,

597
00:30:16,064 --> 00:30:17,273
because that's just confusing there.

598
00:30:17,273 --> 00:30:20,735
People will expect you
to give them something as a follow up,

599
00:30:20,735 --> 00:30:21,903
but if you're hitting them like

600
00:30:21,903 --> 00:30:24,823
we experienced with like a product demo
or totally different

601
00:30:24,823 --> 00:30:28,243
email newsletter, you know, it's
just going to kind of go a little.

602
00:30:28,660 --> 00:30:29,911
It just it's confusing.

603
00:30:29,911 --> 00:30:33,081
It's confusing, and it just seems
a little tone deaf in a way.

604
00:30:33,832 --> 00:30:36,084
Yeah. No, I totally agree.

605
00:30:36,084 --> 00:30:39,921
Well, and I think as we're talking
about this, it's like personalization.

606
00:30:39,921 --> 00:30:42,006
How do you how do you actually make
personalization happen.

607
00:30:42,006 --> 00:30:42,924
We're talking about it.

608
00:30:42,924 --> 00:30:45,051
You're mentioning it in the communications
Janet,

609
00:30:45,051 --> 00:30:48,054
both before and after to make sure
that it feels personal.

610
00:30:48,304 --> 00:30:52,392
I think even in the networking itself
in the report, one of the reports

611
00:30:52,392 --> 00:30:56,729
we looked a little at a little bit
earlier, the concept of micro networking,

612
00:30:57,313 --> 00:30:58,565
has really stuck out to me.

613
00:30:58,565 --> 00:31:01,526
I think that's what we did
with our mastermind dinner.

614
00:31:01,526 --> 00:31:04,696
There was another larger event,
hundreds of people going,

615
00:31:05,280 --> 00:31:08,575
I'm kind of getting into this phrase
of bio networking, right?

616
00:31:08,575 --> 00:31:11,744
If you want to have a little more
of an intimate networking experience,

617
00:31:12,245 --> 00:31:14,664
go out and create that.
That's that's exactly what we did.

618
00:31:14,664 --> 00:31:18,459
And shout out to to you, Janet
and the email team for making that happen.

619
00:31:19,210 --> 00:31:23,381
But that's one trend that I really see
happening more and more.

620
00:31:23,381 --> 00:31:26,384
And I think it's a really good opportunity
for marketing and sales teams

621
00:31:26,384 --> 00:31:29,512
to start thinking about,
even at HubSpot, inbound,

622
00:31:29,929 --> 00:31:33,099
within inbound,
they had these smaller meet ups.

623
00:31:33,099 --> 00:31:35,894
There was a small but mighty
marketers meetup.

624
00:31:35,894 --> 00:31:39,314
There's a working parents meetup
I loved, you know, get some tips on

625
00:31:39,689 --> 00:31:42,525
what to do when your baby naps,
how to get some work done, then,

626
00:31:43,902 --> 00:31:45,695
and, you know, inbound to it's crazy.

627
00:31:45,695 --> 00:31:47,906
There's a DJ going,
you feel like you're in a club.

628
00:31:47,906 --> 00:31:52,327
So to have a little bit of a smaller,
kind of meetup is really nice.

629
00:31:52,327 --> 00:31:55,330
And I actually made
some of my best connections and,

630
00:31:55,580 --> 00:31:58,875
contacts that I've continued
to have relationships with afterwards.

631
00:31:59,083 --> 00:32:02,378
So I think that's structured networking,
that micro networking

632
00:32:02,378 --> 00:32:05,381
is something that we're really going
to see, moving forward.

633
00:32:05,381 --> 00:32:09,344
And they even that these meetups
had some kind of cued up questions for us,

634
00:32:09,344 --> 00:32:11,554
which as a Virgo,
I love some good structure.

635
00:32:11,554 --> 00:32:14,182
So that was really nice.

636
00:32:14,182 --> 00:32:17,185
The one other thing that I wanted to say,

637
00:32:17,226 --> 00:32:20,021
you know, you're talking about Janet
spending some time

638
00:32:20,021 --> 00:32:22,774
afterwards to think
through the conversations that you had

639
00:32:22,774 --> 00:32:26,277
at these meetups and, you know,
right out a little bit of what happened,

640
00:32:27,070 --> 00:32:30,490
but that also requires
people at the meetups to go

641
00:32:30,490 --> 00:32:33,868
and really have
a personal connection to say, hi.

642
00:32:33,910 --> 00:32:37,455
So you and I went to a couple parties
this year, a couple of mixers, Janet,

643
00:32:37,455 --> 00:32:41,376
where the the hosts of the party
never even went and talked to us.

644
00:32:41,542 --> 00:32:43,586
Yeah. Crazy, right?

645
00:32:43,586 --> 00:32:45,463
We were so we were standing in there
like a networking.

646
00:32:45,463 --> 00:32:48,132
It was like a happy hour,
but it was like small.

647
00:32:48,132 --> 00:32:50,176
It was like,
not that it was like a small space.

648
00:32:50,176 --> 00:32:53,429
Like you could see
everyone in the room, right? And

649
00:32:54,430 --> 00:32:58,017
we like we were saying there for about

650
00:32:58,810 --> 00:33:01,980
I think it was like at least ten minutes,
maybe not more.

651
00:33:02,230 --> 00:33:02,438
Yeah.

652
00:33:02,438 --> 00:33:03,898
And like someone didn't from that

653
00:33:03,898 --> 00:33:06,567
their company didn't walk up
and like greet us and say like, welcome.

654
00:33:06,567 --> 00:33:07,527
Do you get a drink?

655
00:33:07,527 --> 00:33:10,905
You know, and we only ended up
like talking to someone.

656
00:33:10,905 --> 00:33:12,115
The first person we talked to

657
00:33:12,115 --> 00:33:15,451
is like, because they walked in
and they were from that company,

658
00:33:15,451 --> 00:33:16,995
but it's because, like,
they kind of walk in the space

659
00:33:16,995 --> 00:33:19,622
when we were in that general area. Yeah.

660
00:33:19,622 --> 00:33:20,957
And then I think they, you know,

661
00:33:20,957 --> 00:33:23,292
kind of start a flow a little bit,
but it just it's something

662
00:33:23,292 --> 00:33:26,379
that's like that makes a difference,
like feel, make people feel welcome.

663
00:33:26,379 --> 00:33:29,716
Like you went well
and there was another party

664
00:33:29,716 --> 00:33:32,802
where there was probably 4
or 5 people from the company hosting it.

665
00:33:32,802 --> 00:33:34,595
There were like checking us in

666
00:33:34,595 --> 00:33:37,890
and they were all clumped there and said
like a two second hand walked in,

667
00:33:38,433 --> 00:33:41,269
and then no one from that group
ever came in and talk to us.

668
00:33:41,269 --> 00:33:42,770
We played darts for like an hour.

669
00:33:42,770 --> 00:33:44,856
I would have loved to
for someone to come in.

670
00:33:44,856 --> 00:33:46,149
I was very interested in this company.

671
00:33:46,149 --> 00:33:48,401
What they did right,
never given and talk to us.

672
00:33:48,401 --> 00:33:51,571
And so it's kind of like, well,
why are you even hosting this mixer?

673
00:33:51,571 --> 00:33:53,197
Why are you spending money?

674
00:33:53,197 --> 00:33:56,492
Yeah, they sent me an email
the next day to request the demo, but

675
00:33:57,201 --> 00:34:00,413
there was such a great opportunity
to forge a real connection,

676
00:34:00,413 --> 00:34:04,667
to build some trust and to share,
you know, some actual real info

677
00:34:04,667 --> 00:34:08,129
and gather some info
about the people who are attending.

678
00:34:08,880 --> 00:34:09,547
None of them.

679
00:34:09,547 --> 00:34:11,382
I'm not just talking about work either.

680
00:34:11,382 --> 00:34:12,967
Like, it's not just about like,
what's your pain point

681
00:34:12,967 --> 00:34:15,344
solution challenge show
like your day to day job.

682
00:34:15,344 --> 00:34:17,138
It's like,
do you want to talk about darts?

683
00:34:17,138 --> 00:34:19,098
Like you want fact?

684
00:34:19,098 --> 00:34:20,850
I was I was in a dart league.

685
00:34:20,850 --> 00:34:24,020
Like, you want to figure that out
if you play darts with me now you know,

686
00:34:25,313 --> 00:34:26,522
what's your dart strategy.

687
00:34:26,522 --> 00:34:28,566
What's your dog walking strategy.

688
00:34:28,566 --> 00:34:30,610
What's your favorite musical
theater number?

689
00:34:30,610 --> 00:34:33,196
If it's not defying gravity,
what's wrong with you?

690
00:34:33,196 --> 00:34:36,157
You know, these are the kind of things
that you're not going to get

691
00:34:36,240 --> 00:34:39,577
from a schedule a demo with us
marketing email the next day.

692
00:34:40,661 --> 00:34:42,580
So yeah,
I think it's a real lost opportunity.

693
00:34:42,580 --> 00:34:46,751
So understanding how to approach
these structured networking,

694
00:34:46,751 --> 00:34:50,004
these micro networking opportunities
is going to be key for both marketing

695
00:34:50,004 --> 00:34:53,007
and sales, as we for sure that.

696
00:34:53,341 --> 00:34:56,135
So that brings us to our next topic.

697
00:34:56,135 --> 00:35:00,389
And I think what we've seen
in 2024 industry and for 2025, I find that

698
00:35:00,389 --> 00:35:04,268
unfortunately this is like always
like something that everyone really like

699
00:35:05,436 --> 00:35:07,188
says and needs to happen.

700
00:35:07,188 --> 00:35:10,233
But I think it's gotten like worse
and worse over the years, unfortunately,

701
00:35:10,233 --> 00:35:13,820
which is marketing and sales alignment
in an organization.

702
00:35:14,570 --> 00:35:16,906
So let's switch gears to this.

703
00:35:18,241 --> 00:35:19,283
And kind of

704
00:35:19,283 --> 00:35:22,245
we can kind of we started touching
on some tactical things.

705
00:35:22,245 --> 00:35:24,997
I think that some of the issues that

706
00:35:24,997 --> 00:35:28,209
they're people maybe it's like very kind
of this like high level conversation,

707
00:35:28,209 --> 00:35:30,128
but people are like, well,
what do we actually do together?

708
00:35:30,128 --> 00:35:31,504
Like, how does this actually work?

709
00:35:31,504 --> 00:35:34,715
So hopefully that's we want to share
some ideas for 2025 for you,

710
00:35:35,424 --> 00:35:37,385
and reflection of the past year as well.

711
00:35:37,385 --> 00:35:41,222
But I think what, you know,
what's really common is this disconnect

712
00:35:41,222 --> 00:35:43,224
between the marketing department,
sales department

713
00:35:43,224 --> 00:35:45,059
and just kind of departments overall.

714
00:35:45,059 --> 00:35:47,728
And what we have heard constantly
and like struggles,

715
00:35:47,728 --> 00:35:51,691
especially like in person at these events
throughout the year, it's like marketers,

716
00:35:51,691 --> 00:35:52,900
one needs to do a better job

717
00:35:52,900 --> 00:35:55,987
of communicating the value
and effectiveness of marketing to sales.

718
00:35:56,529 --> 00:35:59,198
And but then on the flip side,
like sales needs to do a better job

719
00:35:59,198 --> 00:36:01,534
at communicating
like their insights to the marketing team,

720
00:36:01,534 --> 00:36:04,120
but can't really communicate the value
without understanding

721
00:36:04,120 --> 00:36:05,538
what are these conversations like?

722
00:36:05,538 --> 00:36:09,083
What I, you know, the sales
salespeople are having those like direct

723
00:36:09,375 --> 00:36:11,752
conversations
with prospects and customers.

724
00:36:11,752 --> 00:36:14,172
Sometimes marketing doesn't
even have access to that information.

725
00:36:14,172 --> 00:36:15,882
So it's a two way street.

726
00:36:17,008 --> 00:36:17,884
And it's something

727
00:36:17,884 --> 00:36:22,263
becoming more and more of a priority,
and like necessity of 2025.

728
00:36:22,305 --> 00:36:25,725
So yeah, let's open up to you guys
of kind of what your, what you've seen.

729
00:36:25,725 --> 00:36:28,811
I think, Dylan, you wanted to pull up
a little research from Data Box.

730
00:36:29,353 --> 00:36:32,356
Just to emphasize
what we're talking about.

731
00:36:32,607 --> 00:36:33,316
Absolutely.

732
00:36:33,316 --> 00:36:36,194
They actually just had a great deep
dive into this same topic.

733
00:36:36,194 --> 00:36:39,488
They surveyed over
like 170 different companies about like

734
00:36:39,697 --> 00:36:42,783
how they approached their sales
and marketing, alignment on their own.

735
00:36:42,783 --> 00:36:45,786
And they compiled a bunch of key takeaways
from their teams as well.

736
00:36:46,245 --> 00:36:48,331
I do agree, by the way, Janet,
that just like that

737
00:36:48,331 --> 00:36:50,166
alignment is more important than ever.

738
00:36:50,166 --> 00:36:54,212
That's like the real foundation of strong
synergy between sales and marketing team

739
00:36:54,212 --> 00:36:56,797
to just really make sure
that that and marketing decisions

740
00:36:56,797 --> 00:37:00,927
are able to impact the bottom line,
but also that, like any sales insights,

741
00:37:00,968 --> 00:37:03,179
are helping
to inform the marketing efforts in return.

742
00:37:03,179 --> 00:37:06,766
It definitely is a two way street,
so I don't know, maybe we should change.

743
00:37:06,766 --> 00:37:09,936
I think like in this moment, we need
a safe return to if it was on alignment.

744
00:37:09,936 --> 00:37:12,063
It's collaboration. Yeah.

745
00:37:12,063 --> 00:37:13,356
And if you just say you're aligned,

746
00:37:13,356 --> 00:37:16,025
it doesn't hold you accountable to say
that you're actually,

747
00:37:16,025 --> 00:37:17,985
like working together,
just like we're aligned.

748
00:37:17,985 --> 00:37:19,862
But it's like, are you really.

749
00:37:19,862 --> 00:37:21,530
That's true. Just understanding it.

750
00:37:21,530 --> 00:37:22,281
That's a good point.

751
00:37:22,281 --> 00:37:25,117
I like collaborating. Yeah,
I mean me anyways.

752
00:37:25,117 --> 00:37:26,535
But everyone uses the word alignment.

753
00:37:26,535 --> 00:37:29,413
But it's like it
almost is like to surface level in a way

754
00:37:30,665 --> 00:37:32,875
that's that's a good like global of 2025.

755
00:37:32,875 --> 00:37:34,377
Yeah. I think everyone should. Yeah.

756
00:37:34,377 --> 00:37:36,545
Use that one for sure.

757
00:37:36,545 --> 00:37:39,966
But yeah, looking into some of the data
that we've seen from data backs here,

758
00:37:40,132 --> 00:37:44,262
one that really stood out to me as like,
you know, a very common strategy

759
00:37:44,262 --> 00:37:48,307
that a lot of people are using is,
you know, the idea of data platform

760
00:37:48,307 --> 00:37:51,894
and CRM sharing as a strategy for sales
and marketing alignment.

761
00:37:51,894 --> 00:37:55,356
You can see here that integrated CRM
and marketing automation tools,

762
00:37:55,356 --> 00:37:58,567
I think that's a huge one,
because being able to have the same data

763
00:37:58,567 --> 00:37:59,819
between the two departments

764
00:37:59,819 --> 00:38:03,823
just really allows for a more cohesive
performance tracking and goal setting.

765
00:38:03,823 --> 00:38:06,242
We're all working towards
the same thing that way, you know,

766
00:38:06,242 --> 00:38:08,828
you don't get stuck in the silos
between marketing and sales.

767
00:38:08,828 --> 00:38:11,956
Everyone's looking at the same information
and reacting to the same information.

768
00:38:12,832 --> 00:38:16,836
In that same vein, just having shared
goals and metrics, you know, like when

769
00:38:16,836 --> 00:38:18,254
when sales and marketing teams

770
00:38:18,254 --> 00:38:20,673
have different ideas of the right path
to take or what

771
00:38:20,673 --> 00:38:23,676
their goals are, it just really becomes
challenging to please both sides.

772
00:38:23,676 --> 00:38:27,096
So being able to mitigate this issue
by just

773
00:38:27,096 --> 00:38:30,599
from the very beginning, giving both teams
the same KPIs to work from.

774
00:38:30,850 --> 00:38:34,687
I think that's a huge, huge step towards
making sure that companies can,

775
00:38:35,187 --> 00:38:38,107
align their sales and marketing efforts
with one another.

776
00:38:38,107 --> 00:38:39,025
And the other one, okay.

777
00:38:39,025 --> 00:38:41,902
The other ones are interesting
because, like, regular sales and marketing

778
00:38:41,902 --> 00:38:45,489
means isn't the top then collaborative
content creation and cross-departmental

779
00:38:45,489 --> 00:38:49,744
training sessions, collaboration, like
people just need to talk to one another.

780
00:38:49,994 --> 00:38:51,662
It's not groundbreaking.

781
00:38:52,663 --> 00:38:53,789
It's not innovative.

782
00:38:53,789 --> 00:38:58,252
You just need to like, talk in person
and online and just make sure

783
00:38:58,252 --> 00:39:02,548
everyone is on the same page
in the same CRM as you just described.

784
00:39:02,548 --> 00:39:03,466
Dylan.

785
00:39:03,466 --> 00:39:06,010
Like, I feel like sometimes I'm like,
this is not

786
00:39:06,010 --> 00:39:07,386
this shouldn't be that difficult.

787
00:39:07,386 --> 00:39:10,806
But I understand, like,
it can be like there's, you know, politics

788
00:39:10,806 --> 00:39:14,226
and turf wars and confusion and time
zone issues and all that good stuff.

789
00:39:14,226 --> 00:39:16,729
But it's like there's one thing

790
00:39:16,729 --> 00:39:20,566
get people in the same room
physically or virtually, to talk

791
00:39:20,566 --> 00:39:23,736
and look at the same information
and plan together.

792
00:39:24,236 --> 00:39:25,029
For sure.

793
00:39:25,029 --> 00:39:27,073
For sure, it is
easier said than done, to your point.

794
00:39:27,073 --> 00:39:30,826
But I do think that like taking that
step back and just realizing like,

795
00:39:31,077 --> 00:39:34,497
oh, it's just about having a conversation
to start instead of thinking like

796
00:39:34,747 --> 00:39:36,999
to granular about like how to solve
this big issue

797
00:39:36,999 --> 00:39:38,834
really is just about communication,
as you mentioned.

798
00:39:38,834 --> 00:39:40,836
And I think it's a good
way to frame it for sure.

799
00:39:42,004 --> 00:39:45,049
And, Tucker, I
know you actually had a lot of information

800
00:39:45,049 --> 00:39:48,552
coming from the marketing perspective
before, about this same topic.

801
00:39:48,552 --> 00:39:50,262
So if you want to talk us through
some of those key

802
00:39:50,262 --> 00:39:53,265
takeaways, we'd love to hear from you
on that topic as well.

803
00:39:53,307 --> 00:39:54,308
Absolutely. Yeah.

804
00:39:54,308 --> 00:39:56,560
And I think as we're like,
I think everybody listening

805
00:39:56,560 --> 00:39:59,855
would probably agree with us or like, oh,
we need to align, we need to collaborate.

806
00:39:59,855 --> 00:40:01,899
But I feel like so

807
00:40:01,899 --> 00:40:04,193
got to go to the Marketing Profs
B2B forum.

808
00:40:04,193 --> 00:40:07,738
Shout out to and Hanley
for just created an incredible,

809
00:40:08,656 --> 00:40:12,159
an incredible conference and really
bringing in tons of great speakers,

810
00:40:12,827 --> 00:40:18,124
including this guy named Kyle Lacey,
the CMO of jellyfish, who had a lot to say

811
00:40:18,124 --> 00:40:21,836
on how to get marketing and sales
to collaborate more effectively.

812
00:40:22,545 --> 00:40:24,088
So Kyle had this quote,

813
00:40:25,089 --> 00:40:27,007
pretty straightforward, kind of aligned
with what we're saying.

814
00:40:27,007 --> 00:40:30,344
But sales and marketing
alignment is built around revenue.

815
00:40:30,636 --> 00:40:36,517
So just to make things really concrete
here, using revenue as the primary metric,

816
00:40:36,684 --> 00:40:40,146
primary thing that sales and marketing
teams are aligned on.

817
00:40:40,146 --> 00:40:43,816
And he said, look,
the ultimate goal of marketing is the same

818
00:40:43,816 --> 00:40:47,319
as the ultimate goal of sales,
which is the same as the ultimate goal

819
00:40:47,319 --> 00:40:51,157
of every single business side
from non profits, which is to make money.

820
00:40:51,490 --> 00:40:55,536
So you should align yourselves around
the largest business outcome you can.

821
00:40:55,536 --> 00:40:56,287
Right.

822
00:40:56,287 --> 00:41:01,167
And I think when marketing and sales
are tracking different metrics,

823
00:41:01,333 --> 00:41:04,336
we know that that causes huge frustration.

824
00:41:04,545 --> 00:41:07,298
And honestly,
when marketing isn't analyzing,

825
00:41:07,298 --> 00:41:10,301
revenue isn't even trying
to make those connections.

826
00:41:10,593 --> 00:41:12,553
It makes marketing look really bad.

827
00:41:12,553 --> 00:41:16,140
We talked a lot about transitioning
marketing from being seen

828
00:41:16,140 --> 00:41:19,143
as a cost center to a profit center.

829
00:41:19,393 --> 00:41:20,102
Start there.

830
00:41:20,102 --> 00:41:24,148
Start with trying to analyze
and show the impact on revenue.

831
00:41:24,815 --> 00:41:27,276
I know it can be hard,
especially in big organizations.

832
00:41:27,276 --> 00:41:30,696
I know it can be hard, but it is possible
and you really have to do it.

833
00:41:31,822 --> 00:41:34,033
So just
to help make this a little more concrete,

834
00:41:34,033 --> 00:41:37,995
the other thing that that Kyle said
that I thought was so interesting

835
00:41:38,537 --> 00:41:42,208
is, yes, of course, sales and marketing
should be meeting either

836
00:41:42,208 --> 00:41:44,001
weekly, bi weekly or monthly.

837
00:41:44,001 --> 00:41:45,544
But who owns that meeting?

838
00:41:45,544 --> 00:41:48,547
This is where it got interesting for me,
he said the team that should

839
00:41:48,547 --> 00:41:52,593
actually own and lead those meetings
isn't marketing, it isn't sales.

840
00:41:52,593 --> 00:41:54,178
It's the ops team.

841
00:41:54,178 --> 00:41:57,681
So that would be marketing
ops or rev ops revenue operations

842
00:41:57,973 --> 00:42:01,268
because that team typically owns the CRM.

843
00:42:01,268 --> 00:42:04,271
They're the ones we're kind of in charge
of setting up the processes,

844
00:42:04,313 --> 00:42:06,273
and they're also going to be
a little more objective.

845
00:42:06,273 --> 00:42:08,692
I think sales is going to bring their own
biases.

846
00:42:08,692 --> 00:42:11,028
Marketing is going to bring
their own biases to those meetings.

847
00:42:11,028 --> 00:42:14,490
They might be jockeying for credit and
their armor, like the different, you know,

848
00:42:15,491 --> 00:42:17,243
marketing aspect.

849
00:42:17,243 --> 00:42:19,453
A diplomat at the table, pretty much.

850
00:42:19,453 --> 00:42:20,788
Yeah, ops is the diplomat.

851
00:42:20,788 --> 00:42:24,959
Ops has a little bit more clear headed
objective view of this is what's going on.

852
00:42:25,960 --> 00:42:28,295
But I will say that I think
is we're going to get into

853
00:42:28,295 --> 00:42:31,799
marketing teams, have an opportunity,

854
00:42:32,424 --> 00:42:38,347
to be a little more in the operations,
starting to really take charge of the CRM.

855
00:42:38,347 --> 00:42:40,933
We know sales teams don't necessarily
want to be,

856
00:42:40,933 --> 00:42:43,227
you know, messing around in the CRM
all day.

857
00:42:43,227 --> 00:42:44,645
They want to be going out and doing sales.

858
00:42:44,645 --> 00:42:48,482
So if marketing teams can get a little
more savvy, a little more technical,

859
00:42:48,774 --> 00:42:52,987
that may be an inroad for them
to start collaborating more effectively

860
00:42:53,195 --> 00:42:54,989
with sales teams. Yeah.

861
00:42:54,989 --> 00:42:57,491
Oh, I feel bad though, on the sell side,
honestly.

862
00:42:57,491 --> 00:43:00,578
Like if you're out all day
having these in-person conversations

863
00:43:00,578 --> 00:43:02,329
or like on calls all day, like

864
00:43:02,329 --> 00:43:03,789
you don't want to turn around
and having to like

865
00:43:03,789 --> 00:43:07,126
do a bunch of like data management,
uploading, cleaning, all that.

866
00:43:07,126 --> 00:43:11,505
There's two different brains I was there
to keep keep track of your stuff.

867
00:43:11,505 --> 00:43:15,551
But I love that concept of like
marketing us being that kind of like

868
00:43:15,551 --> 00:43:19,388
linchpin of the teams
and driving that collaboration

869
00:43:19,388 --> 00:43:21,765
and bringing the full picture together.

870
00:43:21,765 --> 00:43:23,767
Yes. Absolutely no, of course.

871
00:43:23,767 --> 00:43:27,730
And I think marketing really should be
helping sales make their lives easier.

872
00:43:27,730 --> 00:43:30,733
Kind of like what I was saying
at the beginning of the call.

873
00:43:30,816 --> 00:43:33,736
One other great speaker
I really loved was,

874
00:43:33,736 --> 00:43:38,032
was this guy a judge who had an awesome
presentation, similar things.

875
00:43:38,824 --> 00:43:40,242
You know, how do we make this concrete?

876
00:43:40,242 --> 00:43:43,120
How do we make marketing and sales
collaboration actually concrete?

877
00:43:43,120 --> 00:43:46,624
He also talked about using the CRM as that

878
00:43:46,624 --> 00:43:49,710
command center where marketing and sales
is collaborating.

879
00:43:49,710 --> 00:43:53,714
Obviously, that means they're
both using that CRM, not different CRMs.

880
00:43:54,632 --> 00:43:57,885
He also talked about how do we transition
marketing from a cost center

881
00:43:57,885 --> 00:43:59,595
to a profit center.

882
00:43:59,595 --> 00:44:02,598
I loved what he said to that.

883
00:44:02,765 --> 00:44:06,769
As marketers, you need to push yourself
into sales meetings.

884
00:44:06,769 --> 00:44:09,438
And it reminded me of the latest Batman
movie where he's talking about

885
00:44:09,438 --> 00:44:11,732
got push myself. I felt all fired up.

886
00:44:12,775 --> 00:44:13,484
But, you know, push

887
00:44:13,484 --> 00:44:17,404
yourselves into those sales meetings,
understand what's driving revenue,

888
00:44:17,696 --> 00:44:21,825
share your prospects pane their language,
how they're talking about things.

889
00:44:22,701 --> 00:44:26,205
The one other little nugget that
that Ali Judge said that I thought was so

890
00:44:26,205 --> 00:44:30,084
good was if you're trying to figure out
how to show marketing's

891
00:44:30,084 --> 00:44:33,879
impact on sales, start
with a sales report.

892
00:44:33,879 --> 00:44:35,798
Take an existing sales report.

893
00:44:35,798 --> 00:44:38,008
If you can add a column
into that spreadsheet,

894
00:44:38,008 --> 00:44:42,012
or add a widget into that dashboard
that's already exists that the sales team

895
00:44:42,012 --> 00:44:44,098
already looks at, that starts to show

896
00:44:44,098 --> 00:44:46,975
what was going on earlier up
in the top of the funnel in that journey,

897
00:44:46,975 --> 00:44:49,436
what website pages
were they visiting, what,

898
00:44:49,436 --> 00:44:52,106
you know, whitepapers
where they're downloading that

899
00:44:52,106 --> 00:44:55,609
that eventually, you know, this person,
then, you know, signed a deal.

900
00:44:56,068 --> 00:45:00,030
Also you what is like a timeline to where
it's like what events are be hosted.

901
00:45:00,030 --> 00:45:01,365
Then we saw this like increase here.

902
00:45:01,365 --> 00:45:02,449
Like where where those buttons come from.

903
00:45:02,449 --> 00:45:05,452
Oh, because a lot of people like the sales
team was talking to a bunch of people.

904
00:45:05,452 --> 00:45:06,578
If you were going to a website

905
00:45:06,578 --> 00:45:09,998
that were hitting all these other channels
and like showing that correlation.

906
00:45:10,457 --> 00:45:11,959
Yeah, absolutely.

907
00:45:11,959 --> 00:45:15,129
Another one comes to mind is like
when we were talking about events earlier.

908
00:45:15,129 --> 00:45:15,337
Right.

909
00:45:15,337 --> 00:45:18,716
So sales teams were like, oh, you know, we
we met these people, this event.

910
00:45:18,882 --> 00:45:19,675
Awesome.

911
00:45:19,675 --> 00:45:23,262
Did you know that this person, you know,
had opened and clicked

912
00:45:23,262 --> 00:45:25,556
and read seven emails prior to the event?

913
00:45:25,556 --> 00:45:27,307
Did you know that they booked a meeting

914
00:45:27,307 --> 00:45:29,768
from an email
to meet with you at the conference?

915
00:45:29,768 --> 00:45:33,564
That's just helpful things to bring
in the full picture of that journey.

916
00:45:33,564 --> 00:45:35,858
And it's not a marketing journey. It's
not a sales journey.

917
00:45:35,858 --> 00:45:38,527
It's a customer journey,
you know? Right. Exactly.

918
00:45:38,527 --> 00:45:40,988
What was interesting about that
too, though, like kind of is,

919
00:45:42,072 --> 00:45:44,408
I think, you know, talking about like,
marketing is help sales,

920
00:45:44,408 --> 00:45:48,162
but sales also needs to help marketing
and understand that, like, not everyone is

921
00:45:48,162 --> 00:45:51,331
ready to be like,
pitch to and ready to buy.

922
00:45:51,457 --> 00:45:55,169
Like we just explained that like we met
someone for the first time, we weren't

923
00:45:55,169 --> 00:45:56,920
ready for a demo of their product.

924
00:45:56,920 --> 00:46:00,132
Like, we didn't even really have
a full conversation or anything.

925
00:46:00,424 --> 00:46:05,763
And there was another at the B2B marketing
forum conference by marketing process.

926
00:46:06,096 --> 00:46:08,474
There was another,
I think it was in the keynote.

927
00:46:08,474 --> 00:46:09,767
Tucker. Right.

928
00:46:09,767 --> 00:46:13,312
Hi ho from the B2B Institute,
like LinkedIn's think tank,

929
00:46:13,562 --> 00:46:17,316
they were sharing this or this,
which we, we we grabbed that.

930
00:46:18,150 --> 00:46:21,111
You're a future buyers like 95%.

931
00:46:21,111 --> 00:46:23,489
It's like they call the 95 to 5 rule.

932
00:46:23,489 --> 00:46:27,367
And 95% of your potential buyers
aren't ready to buy it.

933
00:46:27,785 --> 00:46:30,829
And that just comes back to like,
there's why you need to, like, nurture

934
00:46:30,829 --> 00:46:34,541
and create content
and educate them, entertain them.

935
00:46:34,833 --> 00:46:38,337
And then you can activate them into,
you know, a sales qualified lead

936
00:46:38,337 --> 00:46:39,546
and pass them over to sales.

937
00:46:39,546 --> 00:46:43,050
But just because someone takes
some sort of action, like one

938
00:46:43,050 --> 00:46:46,220
action
does not mean that they're ready to like,

939
00:46:46,220 --> 00:46:50,140
I mean, there will always be, I think an
anomalies like someone might see something

940
00:46:50,140 --> 00:46:53,143
and they they're ready to buy,
but that's very rare.

941
00:46:53,143 --> 00:46:56,939
I think overall like what you see more
so is that you really need to nurture,

942
00:46:57,105 --> 00:47:00,609
build that relationship, plant
those seeds, educate them,

943
00:47:00,818 --> 00:47:03,862
and then they'll be ready
to like talk to sales like people.

944
00:47:04,112 --> 00:47:06,323
We talk about this in other
call it action episodes.

945
00:47:06,323 --> 00:47:10,452
Like it's a known fact that like buyers
want to educate themselves.

946
00:47:10,452 --> 00:47:13,497
They want to come to these meetings
feeling like they can, like,

947
00:47:13,539 --> 00:47:17,626
pretty much meet the salesperson
at the table and have like a next level

948
00:47:17,626 --> 00:47:21,505
conversation about, like the solutions
and offerings of your product or service.

949
00:47:21,505 --> 00:47:25,926
They don't want to like go through the
like introductory pitch or you know what,

950
00:47:25,926 --> 00:47:30,013
they can just get on YouTube from a video
they want to like go right into it.

951
00:47:30,013 --> 00:47:31,557
So I think this is,

952
00:47:32,766 --> 00:47:35,811
something that we constantly see.

953
00:47:35,811 --> 00:47:38,689
And, you know,
if you can start to try to build out your

954
00:47:38,689 --> 00:47:42,067
you can build these things out with, like,
visualize your pipeline in HubSpot

955
00:47:42,067 --> 00:47:45,279
and start to show this,
like we have 75 marketing qualified leads.

956
00:47:45,279 --> 00:47:47,489
And out of that
we have five sales qualified leads

957
00:47:47,489 --> 00:47:50,200
and that we got one opportunity
or whatever.

958
00:47:50,200 --> 00:47:52,661
Like it is bringing that together.

959
00:47:52,661 --> 00:47:55,956
And like visualizing
that as a team will be really important.

960
00:47:56,582 --> 00:47:58,375
In 2025.

961
00:47:58,375 --> 00:48:00,669
Totally agree. Absolutely.

962
00:48:00,669 --> 00:48:01,003
Yeah.

963
00:48:01,003 --> 00:48:04,298
So I love this is you
talk all day about this but I think recap

964
00:48:04,298 --> 00:48:08,427
in this this section, when we think about
the three priority areas for marketing

965
00:48:08,427 --> 00:48:12,222
sales teams to prioritize and focus
on, we head into 2025.

966
00:48:12,639 --> 00:48:17,144
Let's facilitate consistent meetings
to like a pipeline to review activities,

967
00:48:17,352 --> 00:48:20,856
really connect between marketing
and sales, have those consistent meetings

968
00:48:21,064 --> 00:48:23,025
weekly, biweekly or monthly.

969
00:48:23,025 --> 00:48:25,861
Number two, using one collaborative space.

970
00:48:25,861 --> 00:48:30,073
Ideally, that's one CRM for marketing
and sales to use together.

971
00:48:30,449 --> 00:48:31,950
Could be HubSpot.

972
00:48:31,950 --> 00:48:32,659
Could be others.

973
00:48:32,659 --> 00:48:34,244
But that way we're making sure everyone's

974
00:48:34,244 --> 00:48:38,290
looking at the same data in the same
place, talking about the same things.

975
00:48:39,041 --> 00:48:41,835
And then finally, I think
especially for marketing, being able

976
00:48:41,835 --> 00:48:46,006
to measure and even, well,
just as importantly, measure and show

977
00:48:46,298 --> 00:48:49,301
how marketing is affecting
and impacting sales.

978
00:48:49,718 --> 00:48:50,886
Really?

979
00:48:50,886 --> 00:48:51,178
Yeah.

980
00:48:51,178 --> 00:48:52,346
Like the goals, the KPIs.

981
00:48:52,346 --> 00:48:53,639
So like I think what we're saying is like
it shouldn't

982
00:48:53,639 --> 00:48:55,390
be like just marketing versus sales goals.

983
00:48:55,390 --> 00:48:59,144
It should be like business goals,
like what are the business goals

984
00:48:59,144 --> 00:49:00,604
and how our teams like

985
00:49:00,604 --> 00:49:03,941
individually and collectively
helping to influence and achieve those.

986
00:49:04,691 --> 00:49:05,108
All right.

987
00:49:05,108 --> 00:49:07,778
Our final like observation from 2024.

988
00:49:07,778 --> 00:49:11,698
And then just like I think priority goal
like maybe priorities

989
00:49:12,074 --> 00:49:13,867
for 2025 also like trends.

990
00:49:13,867 --> 00:49:17,746
But you know we always think about
and talk about like the very tactical

991
00:49:17,746 --> 00:49:18,622
like specific things

992
00:49:18,622 --> 00:49:22,250
you can do in your pipeline
and your strategy and in person online.

993
00:49:22,250 --> 00:49:25,545
But I think what we see
is one of the most integral

994
00:49:25,545 --> 00:49:28,507
things and needs to be prioritize
and try to drive is like

995
00:49:28,840 --> 00:49:31,718
the collaboration, communication
and even like technology

996
00:49:31,718 --> 00:49:35,347
that supports that teamwork
and that you can actually like operate

997
00:49:35,389 --> 00:49:39,226
as these teams together and as a business.

998
00:49:40,143 --> 00:49:42,980
So I like to kick it over to you, Dylan,
just to share and kind of

999
00:49:42,980 --> 00:49:44,690
get your thoughts
like you have a lot of our clients

1000
00:49:44,690 --> 00:49:45,899
also think through the kind of

1001
00:49:45,899 --> 00:49:49,903
the process side of how we're going to do
and achieve these things together.

1002
00:49:50,070 --> 00:49:53,073
And a lot of the time we find that
they're just

1003
00:49:53,115 --> 00:49:56,118
they're using they're
they're all over the place sometimes.

1004
00:49:56,326 --> 00:50:01,331
So let's jump in and kind of conclude
this, call it action episode of all around

1005
00:50:01,331 --> 00:50:02,499
the collaboration, communication

1006
00:50:02,499 --> 00:50:05,502
and teamwork necessary
to achieve this level of success.

1007
00:50:05,585 --> 00:50:06,670
Absolutely. Yeah.

1008
00:50:06,670 --> 00:50:08,797
This is actually something
I know we touched on this a little bit

1009
00:50:08,797 --> 00:50:13,093
earlier as well, but I think just the idea
of clear, intentional collaboration,

1010
00:50:13,093 --> 00:50:15,137
even outside of just sales
and marketing teams,

1011
00:50:15,137 --> 00:50:18,098
that's a priority across all departments
in order to make sure that the work

1012
00:50:18,098 --> 00:50:21,351
is just being done in a consistent
and seamless way.

1013
00:50:21,351 --> 00:50:24,396
I think, just as you mentioned,
with the strategy work

1014
00:50:24,396 --> 00:50:26,565
that I've done,
this is something I've definitely realized

1015
00:50:26,565 --> 00:50:30,318
over time in our collaborations
with our clients that like the operations,

1016
00:50:30,360 --> 00:50:34,114
the people, and the collaboration tactic
that really serves the foundation

1017
00:50:34,448 --> 00:50:38,702
for success, across all departments
of any organization, really.

1018
00:50:39,161 --> 00:50:41,830
Again, we mentioned it a little bit
in the context of marketing and sales,

1019
00:50:41,830 --> 00:50:45,000
but going into 2025,
I definitely think that this is something

1020
00:50:45,000 --> 00:50:46,293
that all organizations

1021
00:50:46,293 --> 00:50:50,047
should think of at scale in terms of,
just like how departments can work, with,

1022
00:50:50,047 --> 00:50:53,050
with one another,
in the most seamless way possible.

1023
00:50:53,800 --> 00:50:55,510
I know there's a report from Gartner,
actually,

1024
00:50:55,510 --> 00:50:58,513
that I definitely wanted to pull up
because they do a great job of that,

1025
00:50:58,513 --> 00:51:01,641
breaking down three key priorities
that people can kind of consider

1026
00:51:01,975 --> 00:51:05,896
for how they will look to deliver market
excellence in 2025.

1027
00:51:05,896 --> 00:51:09,191
You can see there's like all three
different parts of the same machine.

1028
00:51:09,191 --> 00:51:11,234
All of these cogs like, work
within one another,

1029
00:51:11,234 --> 00:51:14,112
which I thought was a really cool way
to illustrate it.

1030
00:51:14,112 --> 00:51:17,449
Number one, you can see the idea
of bridging marketing strategy

1031
00:51:17,449 --> 00:51:21,495
and operations by really dedicating
resources to strategy management.

1032
00:51:22,120 --> 00:51:25,248
I think that's a huge one, just like
the short term and long term approach

1033
00:51:25,248 --> 00:51:27,584
to how you get the work done,
you really want to bridge

1034
00:51:27,584 --> 00:51:30,045
that gap between the marketing strategy
and the operations.

1035
00:51:30,045 --> 00:51:32,839
And, I think you just mentioned this
earlier as well.

1036
00:51:32,839 --> 00:51:35,717
Kind of having that is like the linchpin
between two teams.

1037
00:51:35,717 --> 00:51:38,845
I think that's like a really great way
to think about things in terms of making

1038
00:51:38,845 --> 00:51:42,432
sure that the work is being done
in an efficient way on a consistent basis,

1039
00:51:43,600 --> 00:51:44,684
leading marketing to

1040
00:51:44,684 --> 00:51:47,771
deliver differentiation
as well by really infusing

1041
00:51:48,021 --> 00:51:51,983
like brand and customer insights
into the strategic business decisions.

1042
00:51:52,234 --> 00:51:55,445
Again, something that we kind of saw with
that marketing and sales conversation,

1043
00:51:55,445 --> 00:51:58,573
like making sure that sales was able
to bring their insights back to the table

1044
00:51:58,573 --> 00:52:02,994
for marketing teams, the same goes
across multiple different teams as well.

1045
00:52:02,994 --> 00:52:04,996
Just having those brand
and customer insights

1046
00:52:04,996 --> 00:52:07,916
at the center of your strategy
is always going to be vital to make sure

1047
00:52:07,916 --> 00:52:10,919
that your audience
is consistently being seen and heard.

1048
00:52:11,795 --> 00:52:15,549
And then finally prioritizing customer
journey investments is a huge one as well.

1049
00:52:15,841 --> 00:52:19,177
You really want to audit
those existing touchpoints and understand,

1050
00:52:19,177 --> 00:52:22,347
like what can be improved,
what needs to be polished a little bit

1051
00:52:22,347 --> 00:52:25,350
more to make the work, happen
a little bit more seamlessly?

1052
00:52:25,600 --> 00:52:28,061
This is something you say a lot, Janet,
that always resonated with me

1053
00:52:28,061 --> 00:52:29,437
since I kind of started with the team.

1054
00:52:29,437 --> 00:52:32,983
Like if you are kind of looking
at a process, you're like, oh, that's it.

1055
00:52:32,983 --> 00:52:33,984
We've always done that.

1056
00:52:33,984 --> 00:52:36,695
Your first time to say like, okay,
let me visit this

1057
00:52:36,695 --> 00:52:38,530
and see what can be changed a little bit,
you know?

1058
00:52:38,530 --> 00:52:41,616
So, yeah, I think that's really,
really important as well

1059
00:52:41,616 --> 00:52:45,704
to just have those existing touchpoints
audited on a regular basis and understand,

1060
00:52:45,704 --> 00:52:48,790
like how you need to work
cross-functionally to really deliver that

1061
00:52:48,790 --> 00:52:52,085
value to, to your team
and to, external parties as well.

1062
00:52:52,085 --> 00:52:55,005
So, yeah,
this is a great, great find from Gartner.

1063
00:52:55,005 --> 00:52:56,923
I thought this was a great graphic that,
you know,

1064
00:52:56,923 --> 00:53:00,135
teams should always kind of have
in the back of their mind going into 2025.

1065
00:53:00,886 --> 00:53:01,303
Yeah.

1066
00:53:01,303 --> 00:53:03,555
We brought this up in the call to action.

1067
00:53:03,555 --> 00:53:06,725
Someone actually,
our first ever episode was all about this

1068
00:53:06,725 --> 00:53:08,143
cross-functional collaboration.

1069
00:53:08,143 --> 00:53:11,188
And this was a report by CMO.

1070
00:53:11,188 --> 00:53:12,189
So curious.

1071
00:53:12,189 --> 00:53:15,734
Tucker, going to kind of like, elaborate
on this one as well, because I think

1072
00:53:16,151 --> 00:53:18,820
this was very much
kind of like a prediction for 2024.

1073
00:53:18,820 --> 00:53:19,237
Definitely.

1074
00:53:19,237 --> 00:53:23,450
We saw that, with our clients and,
and it's going to definitely continue

1075
00:53:23,450 --> 00:53:26,161
into 2025
as like something that's overlooked

1076
00:53:26,161 --> 00:53:28,997
but really integral
to the success of a company.

1077
00:53:28,997 --> 00:53:29,581
Yeah.

1078
00:53:29,581 --> 00:53:33,335
And I think about the word
cross-functional collaboration.

1079
00:53:33,335 --> 00:53:34,211
I feel like a through

1080
00:53:34,211 --> 00:53:35,045
we all love where it's,

1081
00:53:35,045 --> 00:53:38,048
you know, it's just thinking about that
specifically cross-functional.

1082
00:53:38,089 --> 00:53:41,927
I feel like teams understand
and team leaders understand, like my team

1083
00:53:42,177 --> 00:53:43,428
needs to have great processes.

1084
00:53:43,428 --> 00:53:46,306
My team needs to, like,
really be structured really well,

1085
00:53:46,306 --> 00:53:48,767
but they don't necessarily
think about how their team

1086
00:53:48,767 --> 00:53:53,313
needs to work with other teams,
and that your cross-functional cross team

1087
00:53:53,313 --> 00:53:55,148
collaboration needs to have the same level

1088
00:53:55,148 --> 00:53:58,985
of processes and structure
that you've developed for your own teams.

1089
00:53:59,194 --> 00:54:02,572
And so I think one of the big takeaways
from this report that we had looked at,

1090
00:54:02,614 --> 00:54:06,117
Janet,
was that marketers have the opportunity

1091
00:54:06,326 --> 00:54:11,164
to be the pioneer
for developing and shaping and driving

1092
00:54:11,164 --> 00:54:13,083
cross-functional collaboration

1093
00:54:13,083 --> 00:54:15,961
so that it's not just
a beautiful structure within your team.

1094
00:54:15,961 --> 00:54:18,964
It's a beautiful structure
that's happening across teams.

1095
00:54:19,005 --> 00:54:22,801
And they, you know, they had this phrase
to collaboration drag.

1096
00:54:23,093 --> 00:54:27,138
And it made me think of teams I've worked
with where, you know, there's a demand

1097
00:54:27,138 --> 00:54:29,849
gen team
that's doing ads and they're driving leads

1098
00:54:29,849 --> 00:54:33,728
and they're driving mql, but then they're
not really talking to the sales team.

1099
00:54:33,770 --> 00:54:34,562
They're not having

1100
00:54:34,562 --> 00:54:37,941
cross-functional collaboration
and conversations with the sales team.

1101
00:54:38,400 --> 00:54:42,445
So you've got thousands of Michaels,
but you're not really understanding

1102
00:54:42,445 --> 00:54:45,448
that none of them are very effective
for the sales team.

1103
00:54:45,865 --> 00:54:50,829
And what's happening in sales is just
like, all these leads are terrible, right?

1104
00:54:50,829 --> 00:54:51,705
And why?

1105
00:54:51,705 --> 00:54:54,374
Because those two teams
are not in the same platforms.

1106
00:54:54,374 --> 00:54:57,877
They're looking at data in different
places, and they're not meeting regularly.

1107
00:54:58,086 --> 00:55:02,632
So suddenly the Demand Gen team is getting
a ton of scrutiny, a ton of frustration,

1108
00:55:02,966 --> 00:55:07,137
understandably, because they're cold,
because it's kind of not working

1109
00:55:07,387 --> 00:55:08,346
and budget pulled.

1110
00:55:08,346 --> 00:55:09,848
Ultimately, the end of the day,

1111
00:55:09,848 --> 00:55:12,517
six months down the line, CFO comes
along is like, well,

1112
00:55:12,517 --> 00:55:17,022
I don't see how this is resulting in
anything because it does often end up

1113
00:55:17,230 --> 00:55:20,233
looking at sales numbers,
which are more hard and concrete.

1114
00:55:20,567 --> 00:55:23,945
And if they're not seeing anything,
then boom, budget gets pulled away.

1115
00:55:23,945 --> 00:55:29,200
So that to me, I think as the marketers
like we said, have the opportunity,

1116
00:55:29,200 --> 00:55:33,288
but maybe even the necessity
to drive cross-functional collaboration.

1117
00:55:33,288 --> 00:55:36,291
And and I do love,
I think the, the following,

1118
00:55:36,916 --> 00:55:39,878
another graphic
that was from this same report,

1119
00:55:40,086 --> 00:55:43,298
you know, looking at these, these leaders
who are standing next to their,

1120
00:55:43,840 --> 00:55:48,845
you know, their direct reports and chairs
and helping drive strategic clarity,

1121
00:55:48,845 --> 00:55:53,391
helping them drive strong processes,
not letting them take it for granted.

1122
00:55:53,767 --> 00:55:57,062
Because as we've seen,
you know, if, if, if,

1123
00:55:57,604 --> 00:56:00,315
collaborative processes get neglected,

1124
00:56:00,315 --> 00:56:03,318
that can be a real negative impact
on revenue and profits.

1125
00:56:03,485 --> 00:56:07,781
So those marketing leaders can really be
the ones who are giving their teams,

1126
00:56:07,781 --> 00:56:11,409
given entire departments, the tools
and processes to work effectively

1127
00:56:11,618 --> 00:56:12,577
and cross-functionally.

1128
00:56:12,577 --> 00:56:17,082
And that's that is absolutely paramount
for avoiding that collaboration.

1129
00:56:17,082 --> 00:56:20,585
Drag 100%. Now, I like this
this one a lot.

1130
00:56:20,585 --> 00:56:21,628
Definitely shout out to Gartner.

1131
00:56:21,628 --> 00:56:24,130
I really like how they think
about the idea of,

1132
00:56:24,130 --> 00:56:26,049
organizational barriers
and how teams can work.

1133
00:56:26,049 --> 00:56:29,511
Cross-functionally I would say definitely
this third bullet stands out to me

1134
00:56:29,511 --> 00:56:33,723
a lot about the idea of aligning
your rules, roles, and processes to like,

1135
00:56:33,765 --> 00:56:36,726
really reinforce
that desired culture change.

1136
00:56:37,185 --> 00:56:39,396
And I think that also speaks to the idea

1137
00:56:39,396 --> 00:56:42,816
of keeping that tech stack
consistent across departments as well.

1138
00:56:42,816 --> 00:56:44,984
I've seen so many different organizations

1139
00:56:44,984 --> 00:56:48,905
have like one team using one tool
to track their work in progress.

1140
00:56:49,155 --> 00:56:52,742
Another team is facilitating their day
to day within a completely different tool.

1141
00:56:52,742 --> 00:56:55,370
You know,
like having that really help. Like not.

1142
00:56:55,370 --> 00:56:57,038
I've come across a lot of companies.

1143
00:56:57,038 --> 00:56:59,374
I have different knowledge bases,
which is insane.

1144
00:56:59,374 --> 00:57:02,377
Like your knowledge is in different places
in the same company.

1145
00:57:02,585 --> 00:57:03,962
Exactly.

1146
00:57:03,962 --> 00:57:06,965
How to how to make Janet's head
explode at multiple.

1147
00:57:07,674 --> 00:57:10,927
It's I it's like really hard for me
to fathom.

1148
00:57:11,344 --> 00:57:13,888
Yes. I got multiple knowledge bases.

1149
00:57:13,888 --> 00:57:15,265
You're off base.

1150
00:57:17,308 --> 00:57:20,186
Well, it's funny, because then there's
a tool to then connect all of them.

1151
00:57:20,186 --> 00:57:22,147
So it's like instead
you could just have the one tool

1152
00:57:22,147 --> 00:57:25,150
instead of having, like multiple tools
with another tool on top of it.

1153
00:57:25,233 --> 00:57:27,485
Exactly.
Like why even add the extra layer?

1154
00:57:27,485 --> 00:57:29,612
Exactly, exactly.

1155
00:57:29,612 --> 00:57:32,615
It just makes it such a pain to, like,
find information and like.

1156
00:57:32,699 --> 00:57:35,743
Yeah, to that point, I think just having
that shared collective visibility,

1157
00:57:36,161 --> 00:57:39,831
it's the best way to prevent
any communication from getting trapped

1158
00:57:39,831 --> 00:57:42,625
in those silos again,
you know. So for sure.

1159
00:57:42,625 --> 00:57:45,628
All right. Well, we covered a ton today.

1160
00:57:45,670 --> 00:57:48,756
I think there's like so much that changes
in marketing.

1161
00:57:49,591 --> 00:57:52,594
And sales in the industry
as a whole and B2B.

1162
00:57:52,635 --> 00:57:56,639
And so we try to just give a little bit
of focus and prioritization

1163
00:57:56,639 --> 00:57:57,557
of where you should look.

1164
00:57:57,557 --> 00:58:00,852
So we hope you all have a very successful
year.

1165
00:58:01,102 --> 00:58:02,395
Definitely let us know.

1166
00:58:02,395 --> 00:58:05,106
Like what you want to see this year.

1167
00:58:05,106 --> 00:58:08,443
If you want to be a guest on the show,
we will be inviting us to join Call

1168
00:58:08,443 --> 00:58:11,446
to Action and share your industry
knowledge and insights.

1169
00:58:11,946 --> 00:58:14,616
But as we always do,
we're going to conclude

1170
00:58:14,616 --> 00:58:16,493
the episode with one call to action.

1171
00:58:16,493 --> 00:58:19,329
So, I'll kick it over to Tucker to,

1172
00:58:19,329 --> 00:58:21,706
let us know,
what's your call to action for viewers

1173
00:58:21,706 --> 00:58:24,709
and really, what should they prioritize
across marketing sales this year?

1174
00:58:25,335 --> 00:58:27,462
Okay, so it is garlic season.

1175
00:58:27,462 --> 00:58:30,882
And while I haven't seen Gladiator two,
one of my favorite things

1176
00:58:30,882 --> 00:58:34,636
from Gladiator
one was the strength and honor.

1177
00:58:34,844 --> 00:58:37,305
So shout out to Russell
Crowe. Let's tag him on LinkedIn.

1178
00:58:38,348 --> 00:58:39,390
But I think about

1179
00:58:39,390 --> 00:58:42,727
marketing and sales unity needs to happen.

1180
00:58:42,977 --> 00:58:46,481
Gotta make sure that we're not working
in silos, that marketing and sales teams

1181
00:58:46,481 --> 00:58:47,982
have shared insights

1182
00:58:47,982 --> 00:58:51,694
and shared KPIs and are working
in a shared collaborative space.

1183
00:58:52,111 --> 00:58:53,863
That's key. That's my call to action.

1184
00:58:53,863 --> 00:58:55,865
Whether you're on a marketing team
or a sales team.

1185
00:58:55,865 --> 00:58:57,951
Make it happen.

1186
00:58:57,951 --> 00:59:00,245
Dylan, how about you?

1187
00:59:00,245 --> 00:59:03,581
This one is not from Gladiator,
but, with that,

1188
00:59:03,831 --> 00:59:05,542
I think my big takeaway from this,

1189
00:59:05,542 --> 00:59:09,379
this whole episode would be
just not neglecting your operations like

1190
00:59:09,587 --> 00:59:11,631
that has to be the foundation
of everything you do.

1191
00:59:11,631 --> 00:59:15,385
How you do the work is, in my opinion,
just as important, if not more important

1192
00:59:15,385 --> 00:59:18,346
than simply being able to like,
finish and complete the deliver.

1193
00:59:18,346 --> 00:59:21,432
You need to make sure that,
like each segment, each

1194
00:59:21,432 --> 00:59:24,519
handoff, within a process
is as seamless as possible.

1195
00:59:24,519 --> 00:59:27,939
Everybody within your workflow
knows exactly what they're jumping into.

1196
00:59:27,939 --> 00:59:30,942
They have all of the full context
behind the project you're working on,

1197
00:59:31,067 --> 00:59:32,652
just really making sure
that your operations

1198
00:59:32,652 --> 00:59:34,529
are the centerpiece of all of the work
you do.

1199
00:59:34,529 --> 00:59:38,533
I think that's going to be a vital part
of a really successful, operation

1200
00:59:38,533 --> 00:59:40,618
going into 2025, and I'll pass it to you.

1201
00:59:40,618 --> 00:59:42,745
Janet, would love to hear
your takeaway as well.

1202
00:59:42,745 --> 00:59:43,037
All right.

1203
00:59:43,037 --> 00:59:45,540
My call to action to the audience,

1204
00:59:46,666 --> 00:59:47,250
I think it's

1205
00:59:47,250 --> 00:59:50,587
I think this is my call to action
for episode one.

1206
00:59:50,587 --> 00:59:52,297
So I'm start trying to find
five of the similar.

1207
00:59:52,297 --> 00:59:54,549
I want to just talk to each other.

1208
00:59:54,549 --> 00:59:56,092
Yeah. Talk to people.

1209
00:59:56,092 --> 00:59:57,969
Not just like internally either.

1210
00:59:57,969 --> 01:00:02,557
I think talk to the people who were like,
if you're going to events this year like

1211
01:00:02,724 --> 01:00:05,727
get in the same room
as them, like go up to people like

1212
01:00:05,727 --> 01:00:07,270
get out of your comfort zone.

1213
01:00:07,270 --> 01:00:11,441
Like, don't be the people who had
a bunch of folks showing up to happy hour

1214
01:00:11,441 --> 01:00:14,319
and never even introduce themselves.
You know?

1215
01:00:14,319 --> 01:00:15,445
But also like

1216
01:00:15,445 --> 01:00:18,865
kind of put yourself out there
trying to make connections internally.

1217
01:00:18,865 --> 01:00:22,535
Like if you're doing off
sites like as an internal team,

1218
01:00:22,535 --> 01:00:24,746
make sure that you're like setting up
time to like,

1219
01:00:24,746 --> 01:00:26,247
strategize, get to know one another.

1220
01:00:26,247 --> 01:00:28,791
So it's it's a little bit easier online

1221
01:00:28,791 --> 01:00:32,045
once you go back online
if you're doing a hybrid work or whatever.

1222
01:00:32,795 --> 01:00:35,006
But really, at the end of the day,
I think it's just like

1223
01:00:35,006 --> 01:00:38,009
making sure you're having the right
conversations and the right people are

1224
01:00:38,134 --> 01:00:39,469
in those rooms as well.

1225
01:00:40,511 --> 01:00:41,095
And I think that

1226
01:00:41,095 --> 01:00:41,888
touch on all

1227
01:00:41,888 --> 01:00:45,433
the trends that we talked about and all
the priorities across marketing and sales,

1228
01:00:45,808 --> 01:00:50,063
your own internal operations
and just events as a whole, as a

1229
01:00:51,064 --> 01:00:54,067
pick up the phone, pick up the response,
but don't give, don't give.

1230
01:00:54,067 --> 01:00:56,152
Tucker. Okay. Text.

1231
01:00:56,152 --> 01:00:57,236
No. Yeah.

1232
01:00:57,236 --> 01:00:59,822
Okay. Well, thank you for listening.

1233
01:00:59,822 --> 01:01:01,574
Have you been with us
till the end of this episode?

1234
01:01:01,574 --> 01:01:03,242
We really appreciate it.

1235
01:01:03,242 --> 01:01:04,494
Do let us know in the comments.

1236
01:01:04,494 --> 01:01:05,745
Like, what's working for you?

1237
01:01:05,745 --> 01:01:08,748
What do you plan
to take action on in 2025?

1238
01:01:08,748 --> 01:01:11,209
Where do you need to prioritize
and what are you planning?

1239
01:01:11,209 --> 01:01:14,212
We'd love to hear it,
so reach out in the comments.

1240
01:01:14,462 --> 01:01:16,422
Reach out to us directly.

1241
01:01:16,422 --> 01:01:19,926
We have an exciting year coming up
for Call to action, as I already mentioned

1242
01:01:19,926 --> 01:01:21,886
that have been teasing
throughout the episode.

1243
01:01:21,886 --> 01:01:24,764
We are planning to bring on guests
this year.

1244
01:01:24,764 --> 01:01:26,140
So an industry leader.

1245
01:01:26,140 --> 01:01:29,727
So if you have like research reports
or trends that you're seeing that

1246
01:01:29,727 --> 01:01:33,981
you really want to bring forward to
an audience of marketers and sales leaders

1247
01:01:33,981 --> 01:01:37,110
like we would, this is your invitation
to reach out to us.

1248
01:01:37,110 --> 01:01:39,487
We would love to have you on the show.

1249
01:01:39,487 --> 01:01:40,488
Thank you, Tucker,

1250
01:01:40,488 --> 01:01:43,866
and thank you, Dylan, for joining me
on this first episode of 2025.

1251
01:01:44,659 --> 01:01:48,454
I feel feel confident and excited,
with a little bit

1252
01:01:48,454 --> 01:01:51,791
of undertone of still, you know,
a little like, how's it going to go?

1253
01:01:51,999 --> 01:01:53,292
But I think that's kind of the point.

1254
01:01:53,292 --> 01:01:56,379
And why we created
this show is to keep a pulse.

1255
01:01:56,587 --> 01:02:00,007
To really have is open
conversations, share what we're seeing

1256
01:02:00,216 --> 01:02:02,427
and hope that you all share that back
with us as well.

1257
01:02:02,427 --> 01:02:06,931
So share the knowledge,
like and subscribe to, the channel.

1258
01:02:06,973 --> 01:02:09,726
We're going to be sharing episodes
every month.

1259
01:02:09,726 --> 01:02:10,810
And we don't want you to miss one.

1260
01:02:10,810 --> 01:02:14,856
So until next time, we'll see you
on the next episode of Call to Action.

1261
01:02:15,148 --> 01:02:15,648
Thank you.