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I think this is a step that marketers
don't often necessarily think about.

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I think it's happening more, but
it's like you've got this whole webinar,

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you can turn this into a downloadable PDF.

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Absolutely. Why wouldn't you?

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So this is one that that we did
with 3CLogic

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And we've done with, with other,
customers.

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And it's really seen a lot of success
there.

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Hello marketers,

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listeners, leaders, all those out there
in the world tuning in today.

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Thanks for joining us.

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I'm Janet Mesh, CEO of Aimtal
and this is Called to Action.

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In each episode, we are going to analyze

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and discuss the latest trends, tactics,
and hot takes in B2B marketing.

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So we also conclude every episode
with one call to action.

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So that means an actionable steps
you can take to your own business

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with your team and implement
and try something new.

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This episode though,
we're taking you a little bit different.

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My co-host and I, Tucker, we're testing,
you know, we have some longer form

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content, or we talk for
way too long about all things marketing.

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But we're content on shorter format,
so definitely let us know what you think.

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And this one, I will
it will be a little bit more tactical.

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We'll definitely share
some strategic direction and insights,

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but using this to kind of share
a little bit more behind the scenes

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of what we actually do for clients
and the success that they've had.

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So with that, Tucker, 
do you want to share

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kind of what we're going to focus on
of our overall topic for today's episode?

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Absolutely. Janet.
Yeah, happy to be here. Today.

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We are going to talk about how to drive
visibility and awareness using customer

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stories and customer marketing campaigns,
a theme very near and dear to my heart.

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You know, there's yeah,

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if you're not talking to customers,
then that's step one.

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Okay. Yeah, I know exactly.

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And I was thinking about kind of like,
you know, three questions I often get from

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from marketers, like,
how can we generate awareness?

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One, two.

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How can we run an actual campaign?

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Like what's the basis behind,

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you know, a real,
fully integrated campaign we should run?

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And then something else we often hear
is, oh, we have all these great customers.

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What what can we do with that?

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We know we need to do something,
but what can we

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actually do with these customers
and how can we leverage those?

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So the answer to all three,
just a bit of a spoiler

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alert, is fully integrated customer
marketing campaigns.

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So that's
why we'll be taking a look at today,

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kind of poking around, understanding
how that works, the why behind it,

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and how you can actually leverage
and deploy customer marketing campaigns.

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Yeah, I think another term
maybe people don't understand,

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like integrated campaign.

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It would be the similar
the omnichannel campaign is another term

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getting, flown around in the industry.

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So pretty much one on the same,

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they're all mean, the same thing
that you're across multiple channels.

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You're not only just focusing on,
you know, one, I mean, it's

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showing up in a where your audience is
across, multiple platforms and channels.

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Exactly.

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I feel like every five years
there's a new term for the same thing.

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It was like omni channel
and then integrated.

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So I feel like we need to figure out
what the holistic is coming out now too.

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So I would say
they're all pretty much the same.

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Do things in coordination?

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Yes. Coordinated across your different
channels?

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Yeah, I think so. Completely agree.

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So yeah, before we dive into the campaign
proper, though, Janet,

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I'd be curious to hear from you.

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Like, why are we focusing on customer
stories specifically?

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Why why is there
you know, we're talking about B2B.

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So business and business marketing
businesses working with other businesses.

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But at the end of the day,
it's still human to human like.

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It's humans working with humans.

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We're not

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at the point where we've built all these
AI agents that can just work together

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on our behalf.

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So with

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that, you know, humans,
we are social people.

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We we want we need to understand.

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And we're going to trust something
if someone else has made done it

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or tried it or said that this works.

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So really that's that's the core of
it is like showing that social proof.

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And also like,
you know, in this industry,

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like these purchase decisions aren't,
you know, a flash in the pan,

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even I mean, in some cases, you know,
there are some products and platforms

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that, you know, with the SAS model
can be pretty manageable at the same time,

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if you're, you know, implementing

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a new CRM system,
it's a it's a pretty massive commitment.

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And you have a lot of people involved
in the buying committee who,

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you know, are going to participate
and make sure that they feel like that

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they're represented and that it's going
to be a good investment for the company.

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So really, that's where,

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you know,
making sure that that is considered.

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And if you're hearing that other
customers, especially in your industry,

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have done that or have had success
with your product or even your services,

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then you're just, you know, really helping
to facilitate that social proof

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make it pretty clear, like,
hey, we do have expertise in this,

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any other thing is that like kind of
when it comes down to it, like people,

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you know,

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if someone's going in
and advocating internal,

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I think that's like
a very emotional part of this to you.

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You have to think of that like,
what are people protecting or not?

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So I guess an example would be like,

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I think a lot of people
probably will consider if you're part

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of that buying community, like,
are you the one going to advocate

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for purchasing something
but you don't want your,

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you know, maybe like your job
to be on the line or something?

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Like it can be pretty intense, you know,
like you don't want to be the one

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that makes the mistake or feels like, 
you kind of invented the wrong solution.

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So that's why I think
also considering like, that's why buying

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cycles are so long,
because it does take a lot of analysis

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and time, to convince folks internally.

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But we've

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definitely seen
when we incorporate the customer voice

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into our clients marketing,
that really helps to kind of shorten

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those conversations,
bring that social proof

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and, really give those
like pretty concrete examples.

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Really, at the end of the day,
it just still works.

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Totally. Yeah.

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I feel like the only other analogy
I would say.

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Tucker, I'm curious of you.

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Like, do you,
when you go out to a restaurant, like,

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what's one of the first things you do
before you like go to the restaurant?

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Probably go on Yelp and say, look up.

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Exactly. Yeah, totally.

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Yeah, exactly.

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It's like exactly like you're
looking at here,

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you know, you're going to go
check out what the maybe their menu is

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and their social media and their pictures,
but then you really get like the truth

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of the situation

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through the customers who love to review
and and talking about the experience.

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That's a great point.
That's 100% what I do every time. Like

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a little bit.

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And then therefore,
am I going to have a good time, right?

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Or like someone recommended like,
oh, you got to go check out that place.

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Like you're going to miss out.

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So it's kind of that what we're saying
here is like it's kind of the same,

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the same thing. But just. Yeah,
I think so.

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Yeah.

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I kind of think of your own like kind of
day to day experience as a consumer.

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It applies in business and, and yeah,
I mean I love that.

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Love that. Yeah.

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So I can't do you have any other thing
anything else to add?

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I'm just like kind of why
customer stories.

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And then you can kind of
bring us into the example we have to share

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how we turn this into a campaign. Tucker.
But I love to hear your why.

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You have a different one
three on the spot a little bit.

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No, I like that.

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I it's funny, your your description
made me think about the term social proof.

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And I feel like

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ever since I learned the term, it
immediately always felt like a buzzword.

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And like I get I know what it means.

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But when you actually think
about the two words

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proof,
like oh, proof that a word like I want,

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I want proof,

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especially what you're saying,
where there's jobs on the line,

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it's like these people,
the buyer needs to show proof

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to their buying committee,
which might be ten, maybe even 15.

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Oh yeah, especially a big company.
So they need proof.

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And it's social, right?

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It's other people,
other companies that I know.

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It's like, oh, social proof.
This actually makes a lot of sense.

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And I thinking
about it that way. It's like

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as you

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said, other people
want to know that it works beforehand

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so that then they can go back
to their team and be like, we have proof,

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you know, this works.

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So yeah, I just think that's a great way
of putting it and thinking about it.

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Let's share. Get right into it.

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Kind of how we,
we think about this for clients.

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And we have an example, campaign
that we ran

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that was very successful
and actually turned

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into kind of a whole program
that we did for them of, yes.

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Not even just a campaign,
but I actually ran up into a program

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that we're doing pretty consistently
of quarterly campaign.

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Right. Tucker. So, exactly.

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I want you to walk us through that.

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Walk us through.

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Yeah.

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It's almost
now I'm thinking it's kind of like a

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we had kind of a social proof
campaign engine we were running.

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Yeah.

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What we're talking about
is fully integrated customer

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marketing campaigns or social proof
campaigns.

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We're going to look at one

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that was run by Aimtal for your,
3Clogic and three sale.

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Logic is a service. Now, partner.

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For those of you who know service now,
it's a very crowded space for partners.

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There's a lot of technology partners,

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consulting partners,
and they're all trying to stand out.

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So a big question was, okay, well, how
can we help the three see logic stand out?

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And receiving a technology partner

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and AI powered contact center solution
that's purpose built for service.

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Now, they had a ton of great customers and
have a ton of great customers worldwide.

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They've done a great job
and continue to do so.

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Growing their brand,
growing their business.

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One customer they had with Nissan,
a very well known brand,

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and you might not know three C logic.

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But you certainly know Nissan.

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So you know the talk with three
theological as well.

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How do we tell this story

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of how three C logic supported
Nissan to leverage service?

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Now specifically

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streamlining global air operations
with both service down three C logic.

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So let's take a look at, how we did that.

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So what we've got here

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is, yeah, the the kind of outline
of our customer campaign.

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And you talked about earlier, Janna,
when we were saying that the omnichannel

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or integrated or holistic,
but this is an example of how you can take

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one customer story and repurpose it
for many different channels

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and many different content formats,
and ultimately many different stages

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of the funnel, all using that one
same customer story, but in different ways

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to kind of attract customers, convert them
and move them down the funnel.

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Also, just plug real quick,
if you want the deep dive

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of how to use video
as like the centerpiece of your campaigns,

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I mean, we're going to talk about it right
now, but even further, like really

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in the weeds of exactly how and why
to do that, we have another episode

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all about video marketing
and repurposing your content that way.

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So we'll link it in the show notes.

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Great plug. Great plug. Yeah. Right.

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Absolutely.

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I think and I think what
we've touched on there and a great place

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to start
here is with any integrated campaign.

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And I mean, you know, there's the bastion.

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You kind of need something to anchor
the entire ground.

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Right.

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And obviously
we're talking about a customer story,

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but I think a great anchor
and even entry point, there

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is a webinar with a customer.

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And I guess just to flip it

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back to you, Jen,
and not to put you on the spot, but,

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do you want to share
a little bit about like,

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why kind of a webinar is a great format
to start with,

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especially with a customer,
just to tease out that customer story?

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Yeah, definitely.

233
00:11:27,103 --> 00:11:30,981
I mean, I think it in a way
it's a bit of a lower effort

234
00:11:30,981 --> 00:11:34,026
for the customer to come on
and like speak to their experience.

235
00:11:34,193 --> 00:11:34,527
Yeah.

236
00:11:34,527 --> 00:11:37,530
It also really like

237
00:11:37,613 --> 00:11:41,033
spotlights, like their thought leadership
and their success in the industry.

238
00:11:41,033 --> 00:11:42,159
It's not just about like

239
00:11:42,159 --> 00:11:46,664
your company, it's about their company
and how they're growing and excelling.

240
00:11:46,664 --> 00:11:49,875
Like for Nissan,
like the topic was like how Nissan Nissan

241
00:11:49,875 --> 00:11:53,170
streamlined global air operations
with service sound really logic.

242
00:11:53,421 --> 00:11:56,090
So that's just really showing
that they're like a leader in that space.

243
00:11:56,090 --> 00:12:00,511
And and you know, they're a car company,
but like they're going to be like, no,

244
00:12:00,511 --> 00:12:05,141
we actually we've really structured things
in a way to support our people.

245
00:12:05,266 --> 00:12:08,269
And that's really important
for a large organization.

246
00:12:08,352 --> 00:12:09,854
Any company, of course.

247
00:12:09,854 --> 00:12:14,150
So, I think then,
I mean, what we're going to get into

248
00:12:14,150 --> 00:12:16,777
is that you can then take that webinar,
you kind of,

249
00:12:16,777 --> 00:12:21,282
you know, build out the programing,
bring them on, but then it just becomes

250
00:12:21,282 --> 00:12:24,744
a ton of content
that you can share across channels.

251
00:12:24,744 --> 00:12:29,749
So, as you can see here, and what we're
gonna talk was like, we promoted em.

252
00:12:29,832 --> 00:12:30,416
We did it.

253
00:12:30,416 --> 00:12:32,501
You have to do promotion via email.

254
00:12:32,501 --> 00:12:33,627
Really like sharing.

255
00:12:33,627 --> 00:12:36,380
And it's not just be like this webinar
or attend this webinar.

256
00:12:36,380 --> 00:12:39,383
I think that's like
we're in the got creative, right?

257
00:12:39,383 --> 00:12:40,718
And saying like,

258
00:12:40,718 --> 00:12:43,179
obviously we want to drive registrations
for the webinar,

259
00:12:43,179 --> 00:12:46,307
but also use that as an opportunity
to maybe

260
00:12:46,307 --> 00:12:50,102
like share different types of content,
like maybe showing the speaker

261
00:12:50,144 --> 00:12:53,856
or sharing a little bit of their story
on social before the webinar to get

262
00:12:53,981 --> 00:12:56,859
a little bit more engaged,
instead of just being like, sign up here.

263
00:12:56,859 --> 00:12:59,028
It's like you really to provide the value.
Like what?

264
00:12:59,028 --> 00:13:00,821
What am I going to get from this?
What am I going to learn?

265
00:13:00,821 --> 00:13:02,198
Why should I show up?

266
00:13:02,198 --> 00:13:04,825
And then after the webinar,
which you can talk through, Tucker,

267
00:13:04,825 --> 00:13:09,079
is like it just turns
into a ton of content for email,

268
00:13:09,121 --> 00:13:10,664
like nurturing the leads.

269
00:13:10,664 --> 00:13:14,710
Just kind of resharing it
just kind of especially

270
00:13:14,752 --> 00:13:18,130
what I like about it
is that that customer story just becomes

271
00:13:18,130 --> 00:13:20,925
part of your overall,
like messaging and marketing,

272
00:13:20,925 --> 00:13:23,969
and it allows to just be very consistent
in what you're saying.

273
00:13:24,512 --> 00:13:28,599
And not as hopefully not as confusing
to your audience.

274
00:13:28,849 --> 00:13:31,602
Or if you have,
this is a really good place to

275
00:13:31,602 --> 00:13:36,941
if you have several audience segments,
then you can target it better too.

276
00:13:36,941 --> 00:13:38,984
But these types of webinars actually.

277
00:13:38,984 --> 00:13:40,194
Oh yeah. Wow.

278
00:13:40,194 --> 00:13:41,904
You touched on so many great things.

279
00:13:41,904 --> 00:13:45,115
But I think just going back
to what you said kind of at the jump

280
00:13:45,115 --> 00:13:48,118
is like with a customer webinar,
you basically

281
00:13:48,160 --> 00:13:51,455
it allows you to get your customer
in the room with someone from your team

282
00:13:51,705 --> 00:13:53,582
and just talk and kind of hash it out.

283
00:13:53,582 --> 00:13:54,875
And obviously there's structure

284
00:13:54,875 --> 00:13:57,878
you behind there,
but it's a little bit loose in that.

285
00:13:57,878 --> 00:13:58,921
You just allow people

286
00:13:58,921 --> 00:14:02,591
to have a natural conversation
about the problem they were facing,

287
00:14:02,800 --> 00:14:07,096
how they leveraged your company's solution
or consulting services,

288
00:14:07,388 --> 00:14:09,890
and then the results
that they were able to drive.

289
00:14:09,890 --> 00:14:12,977
So having that webinar be
the first piece is great.

290
00:14:13,310 --> 00:14:17,147
And as you touched on already,
okay, we've got a bit of a campaign here.

291
00:14:17,147 --> 00:14:19,525
We're doing things like email,

292
00:14:19,525 --> 00:14:23,654
and organic social on LinkedIn
to promote the webinar.

293
00:14:23,654 --> 00:14:27,700
And the second thing I love that
you said too, is, you know, gone

294
00:14:27,700 --> 00:14:30,703
are the days of just being like webinars
happening attended.

295
00:14:31,036 --> 00:14:33,747
We yeah to the why right.

296
00:14:33,747 --> 00:14:34,748
Right. Yeah.

297
00:14:34,748 --> 00:14:35,958
Like share a little bit of the story.

298
00:14:35,958 --> 00:14:37,918
Not like too much but give some teasers.

299
00:14:37,918 --> 00:14:41,881
Like everyone doesn't need to just be like
the webinar graphic, but like honestly

300
00:14:41,922 --> 00:14:46,844
visioning it like in show like the
the guest and like share their story

301
00:14:46,844 --> 00:14:47,469
in a carousel

302
00:14:47,469 --> 00:14:50,890
on LinkedIn for example, like like swipe
through and get a little bit of like

303
00:14:51,390 --> 00:14:53,517
the context of the company
and what they're doing

304
00:14:53,517 --> 00:14:55,936
and how they're kind of
leading in their industry.

305
00:14:55,936 --> 00:14:58,689
And when I say in the company,
I'm saying the customer, it's like,

306
00:14:58,689 --> 00:15:01,317
put the focus on the customer.
That's the point.

307
00:15:01,317 --> 00:15:03,193
Exactly, exactly.

308
00:15:03,193 --> 00:15:03,485
Okay.

309
00:15:03,485 --> 00:15:06,655
So we've talked about we've
got the webinar and you do a campaign.

310
00:15:06,655 --> 00:15:08,449
Part of the first part of the campaign

311
00:15:08,449 --> 00:15:12,536
is kind of both preparing the webinar
and then also the promotion of it.

312
00:15:12,536 --> 00:15:14,079
So get gearing up, getting

313
00:15:14,079 --> 00:15:17,708
driving as many registrations
to the live webinar as you can.

314
00:15:18,250 --> 00:15:20,294
So that's kind of just the beginning.

315
00:15:20,294 --> 00:15:24,757
So after we have the webinar,
what's great is that then

316
00:15:25,090 --> 00:15:28,302
if we're doing our integrated
kind of repurposing strategy,

317
00:15:28,510 --> 00:15:32,139
we can repurpose this and produce
an on demand,

318
00:15:32,556 --> 00:15:35,225
YouTube video or an on demand webinar

319
00:15:35,225 --> 00:15:39,188
that you can put on your website
and you can, you know, share throughout.

320
00:15:39,188 --> 00:15:42,191
And this is now you have, 
an evergreen asset

321
00:15:42,524 --> 00:15:46,403
that, you know, all the people
who weren't able to attend your hour

322
00:15:46,445 --> 00:15:51,575
is most of the people, they can access it
any time, and you've immediately

323
00:15:51,575 --> 00:15:55,371
got an asset that can be shared,
and tell that story for you.

324
00:15:55,371 --> 00:15:59,291
So this is just another piece that I think
is one thing I want to touch on.

325
00:15:59,625 --> 00:16:02,169
Actually, real quick on that
with the on demand webinar.

326
00:16:02,169 --> 00:16:04,129
I think we get this question
a lot from clients.

327
00:16:04,129 --> 00:16:07,549
It's like,
well, should be gated or un gated.

328
00:16:07,549 --> 00:16:11,553
And what that means is, like we're saying
to put it on YouTube off of the webinar.

329
00:16:11,553 --> 00:16:15,557
And we do recommend that
because I, we found that like,

330
00:16:15,766 --> 00:16:20,312
even if you open it up and
give access to it pretty much for free,

331
00:16:20,938 --> 00:16:23,983
it's much better because you're increasing
your visibility and chances

332
00:16:24,400 --> 00:16:27,236
pretty much for it
to, like organically rank on YouTube

333
00:16:27,236 --> 00:16:30,698
and Google for more discoverability
of your brand and content.

334
00:16:31,073 --> 00:16:34,034
I find that we haven't found as much like

335
00:16:35,244 --> 00:16:38,622
the benefits of that
outweigh maybe a couple leads coming in

336
00:16:38,622 --> 00:16:43,210
after the webinar, if that makes sense
of like people registering afterward.

337
00:16:43,502 --> 00:16:46,630
And I think a lot of people register
because they want to get the recording

338
00:16:46,630 --> 00:16:47,464
and watch it later.

339
00:16:47,464 --> 00:16:51,927
So you're just it just helps
to kind of land and expand further.

340
00:16:52,219 --> 00:16:55,889
I think also, usually people
are finding you in different channels.

341
00:16:55,931 --> 00:17:00,436
So as we're saying, as many channels
as you can be to be aware, invisible

342
00:17:00,436 --> 00:17:03,772
and show up in those places
where people are searching the better.

343
00:17:04,481 --> 00:17:05,065
Totally.

344
00:17:05,065 --> 00:17:08,986
And I've even seen places where, like,
I remember having this conversation

345
00:17:08,986 --> 00:17:11,989
with, with a customer
a while back where they're like,

346
00:17:12,573 --> 00:17:14,450
you know, we kind of landed on, well,
what if we do both?

347
00:17:14,450 --> 00:17:16,827
Like, let's put the on demand webinar
on you, right?

348
00:17:16,827 --> 00:17:20,622
That's also works better than blogs,
but on your website you can still get it.

349
00:17:20,622 --> 00:17:23,250
And I don't think that's like nefarious.

350
00:17:23,250 --> 00:17:24,793
I think it's depending on the channel.

351
00:17:24,793 --> 00:17:27,588
If they're on your website,
you still want to use it as a lead magnet.

352
00:17:27,588 --> 00:17:31,133
You can do it there, but you're also
capturing the SEO traffic, as you said.

353
00:17:31,133 --> 00:17:35,554
So yeah, I think that just, you know,
great strategies all around.

354
00:17:36,346 --> 00:17:37,389
That brings us to the next point.

355
00:17:37,389 --> 00:17:40,976
I actually want to talk about the next
area where we repurpose the content.

356
00:17:41,185 --> 00:17:41,935
Absolutely.

357
00:17:41,935 --> 00:17:44,897
So I think this is a big
a big transition here. Right.

358
00:17:44,897 --> 00:17:47,775
It's like you've got a webinar,
you've promoted it.

359
00:17:47,775 --> 00:17:52,613
You now you have an on demand asset,
but then you can convert

360
00:17:52,613 --> 00:17:57,409
that video into a downloadable
written, designed case study.

361
00:17:57,409 --> 00:18:00,412
So what we're looking at here
is that same customer story,

362
00:18:00,454 --> 00:18:05,000
but it's now,
a beautifully designed, PDF that,

363
00:18:05,375 --> 00:18:09,129
you know, your sales team can share as
kind of a leave behind after a sales call.

364
00:18:09,129 --> 00:18:13,175
It's also something that you can
and should absolutely make available

365
00:18:13,175 --> 00:18:13,926
on your website.

366
00:18:13,926 --> 00:18:14,927
Again, can be dated,

367
00:18:14,927 --> 00:18:18,097
could not be, definitely sharing it
through different channels.

368
00:18:18,097 --> 00:18:22,351
But having now
you've got basically a video asset

369
00:18:22,351 --> 00:18:26,230
and a more designed
branded asset that you can share.

370
00:18:26,230 --> 00:18:28,023
So this is really key.

371
00:18:28,023 --> 00:18:32,986
And I think this is a step that marketers
don't often necessarily think about.

372
00:18:32,986 --> 00:18:35,989
I think it's happening more, but
it's like you've got this whole webinar,

373
00:18:35,989 --> 00:18:38,992
you can turn this into a downloadable PDF.

374
00:18:39,159 --> 00:18:40,327
Absolutely. Why wouldn't you?

375
00:18:40,327 --> 00:18:43,455
So this is one that, that we did
with through logic.

376
00:18:43,455 --> 00:18:47,292
And we've done with, with other,
customers and has really seen a lot of

377
00:18:47,292 --> 00:18:48,168
success there.

378
00:18:49,294 --> 00:18:49,586
Yeah.

379
00:18:49,586 --> 00:18:53,340
And of course, once you have this
downloadable case study, absolutely.

380
00:18:53,340 --> 00:18:56,510
You want to put it on the website,
you want to have a landing page,

381
00:18:56,593 --> 00:18:59,429
and again, it's
that's kind of a strategy conversation

382
00:18:59,429 --> 00:19:01,390
you would have with your team about
do we get it or not.

383
00:19:01,390 --> 00:19:04,268
But certainly then using it for nurture.

384
00:19:04,268 --> 00:19:07,646
We haven't even said the nurture word yet,
but that's a huge piece.

385
00:19:07,729 --> 00:19:10,232
That's not just attracting new leads.

386
00:19:10,232 --> 00:19:14,528
I would say the majority of the B2B cycle
is nurturing the leads you have, right?

387
00:19:14,611 --> 00:19:14,903
Right.

388
00:19:14,903 --> 00:19:19,241
These are the kind of assets
where you can put it in an email and,

389
00:19:19,241 --> 00:19:20,868
you know, share it out with people.

390
00:19:20,868 --> 00:19:22,536
And the other thing
we haven't even talked about

391
00:19:22,536 --> 00:19:25,330
is the back end of tracking
and lead scoring.

392
00:19:25,330 --> 00:19:28,333
But everything we're talking about here
gets assigned a score.

393
00:19:28,417 --> 00:19:30,669
Do you have a call
action episode about that?

394
00:19:33,046 --> 00:19:34,631
Attribution? Yes.

395
00:19:34,631 --> 00:19:36,175
Yes. So how it's changing.

396
00:19:36,175 --> 00:19:39,178
That's a very important part to 100%.

397
00:19:39,178 --> 00:19:40,262
But if you have all the leads.

398
00:19:40,262 --> 00:19:44,766
But to your point,
like if you have them already in your CRM,

399
00:19:45,809 --> 00:19:48,937
then yeah, you can and you can track,

400
00:19:49,605 --> 00:19:53,192
like their activity if you have all your
everything set up properly. So.

401
00:19:53,817 --> 00:19:54,902
Right, right.

402
00:19:54,902 --> 00:19:58,864
And I think historically here
what we saw was, you know, yes,

403
00:19:58,864 --> 00:20:00,616
a lot of new leads came in here.

404
00:20:00,616 --> 00:20:04,036
But the ability to use this to engage

405
00:20:04,036 --> 00:20:07,497
existing leads and nurture existing leads
was just as key, if not more.

406
00:20:07,497 --> 00:20:09,958
And the final piece here too is okay.

407
00:20:09,958 --> 00:20:11,877
We've got an on demand webinar asset.

408
00:20:11,877 --> 00:20:15,339
We've now got a, designed
branded case study asset.

409
00:20:15,589 --> 00:20:19,301
Both of these are now lead magnets
that you can use to generate

410
00:20:19,426 --> 00:20:22,596
leads and nurture
existing leads, promoting them on

411
00:20:22,638 --> 00:20:25,641
organic, social, but also in ads as well.

412
00:20:25,724 --> 00:20:28,810
So I mean, if we go back here, it's

413
00:20:28,810 --> 00:20:32,272
like we've had a live webinar,
we've promoted it via email and social.

414
00:20:32,272 --> 00:20:34,566
We've turned it into an on demand webinar.

415
00:20:34,566 --> 00:20:36,777
We turned that into a downloadable case
study.

416
00:20:36,777 --> 00:20:39,154
We promoted
both on the website and landing pages.

417
00:20:39,154 --> 00:20:40,447
We use them in email nurture.

418
00:20:40,447 --> 00:20:43,242
We put them in ads and social. Right.

419
00:20:43,242 --> 00:20:44,993
That's an integrated campaign for you.

420
00:20:44,993 --> 00:20:47,746
And I think what we're looking at too, is,

421
00:20:47,746 --> 00:20:50,874
again, those questions at the beginning,
how do we leverage these customer stories?

422
00:20:50,874 --> 00:20:53,502
How can we do a campaign
that uses all the channels?

423
00:20:53,502 --> 00:20:57,464
This is how and I think I'm curious
to hear what you think, Jenna,

424
00:20:57,464 --> 00:21:01,802
but I think when you have one
single customer story, that's your anchor

425
00:21:01,802 --> 00:21:05,889
for a campaign, even from an operation
standpoint, it becomes so much easier

426
00:21:06,181 --> 00:21:07,516
to do all this stuff.

427
00:21:07,516 --> 00:21:09,851
You don't have to build
anything from scratch.

428
00:21:09,851 --> 00:21:11,770
You've got something to go off of.

429
00:21:11,770 --> 00:21:13,438
It just it's just awesome

430
00:21:13,438 --> 00:21:17,109
in that it's it's not like your brand
talking about your brand all the time.

431
00:21:17,359 --> 00:21:20,612
Yes, yes, like place no one loves.

432
00:21:20,696 --> 00:21:22,114
No one loves the person at the party.

433
00:21:22,114 --> 00:21:24,950
That just doesn't
stop talking about themselves, right?

434
00:21:24,950 --> 00:21:25,492
Right.

435
00:21:25,492 --> 00:21:27,911
Oh, you're bringing in those folks

436
00:21:27,911 --> 00:21:31,707
who trust you and like
you and already have had success.

437
00:21:31,707 --> 00:21:36,920
So you know much better experience
and comes back to that.

438
00:21:36,962 --> 00:21:39,589
Yeah, the trust factor really in the day.

439
00:21:39,589 --> 00:21:42,592
So I guess just to recap all this
because we had a lot of talk or like

440
00:21:42,676 --> 00:21:46,722
how like we had a lot of like area.

441
00:21:46,722 --> 00:21:51,226
So how do you look at this and how does it
fit into like every stage of the funnel?

442
00:21:51,226 --> 00:21:55,188
Because you talked about lead generation
nurturing to conversion.

443
00:21:55,188 --> 00:21:58,775
Like it's pretty much just it's a it's
holistic and across

444
00:21:58,775 --> 00:22:01,778
channels,
but also like the life cycle of a lead.

445
00:22:02,070 --> 00:22:06,491
So curious for you to kind of just recap
that of the start to finish briefly

446
00:22:06,491 --> 00:22:07,868
if you can. Sure.

447
00:22:07,868 --> 00:22:11,496
So what I would say is most marketers
and even sales folks

448
00:22:11,496 --> 00:22:15,292
that I've talked to don't
think of a customer story

449
00:22:15,292 --> 00:22:18,795
as a driving force for an entire campaign
across the funnel.

450
00:22:19,338 --> 00:22:21,256
They think of it as a one off, right?

451
00:22:21,256 --> 00:22:22,883
They're like, oh, we have it.

452
00:22:22,883 --> 00:22:27,220
We'll just put it on our website or oh,
we can share with prospects

453
00:22:27,220 --> 00:22:28,305
that we talked to.

454
00:22:28,305 --> 00:22:32,601
What we have here is basically the idea
that you can use customer stories

455
00:22:32,601 --> 00:22:37,647
to activate buyers at every stage
of the journey across the entire funnel.

456
00:22:37,939 --> 00:22:39,733
So, you know, we've got a chart here

457
00:22:39,733 --> 00:22:42,736
where we're looking at everything
from prospects to customers, right?

458
00:22:43,236 --> 00:22:45,655
There's different tactics
and different strategies

459
00:22:45,655 --> 00:22:48,075
you want to employ for those buyers

460
00:22:48,075 --> 00:22:51,036
that each stage they're at
as they move through the funnel.

461
00:22:51,453 --> 00:22:56,792
And all we're saying here is that you can
truly use customer stories in each place.

462
00:22:56,792 --> 00:22:58,627
And we just gave a bunch of examples.

463
00:22:58,627 --> 00:23:02,172
But, you know, there's even more
we didn't talk about retargeting ads

464
00:23:02,172 --> 00:23:05,926
and how it might make sense, especially
maybe if you're doing an ABM strategy,

465
00:23:06,301 --> 00:23:10,430
to retarget folks with a customer story
that are midway down the funnel

466
00:23:10,430 --> 00:23:13,517
so that they can get that social
proof that moves the needle.

467
00:23:14,810 --> 00:23:15,936
Sales enablement, we

468
00:23:15,936 --> 00:23:18,939
we talked about a little bit,
but having customer stories that,

469
00:23:19,398 --> 00:23:22,901
teams can use that trade shows
they know or on a

470
00:23:22,901 --> 00:23:25,570
sit on a call like,
we want to be able to speak to it

471
00:23:25,570 --> 00:23:27,989
like, hey,
we did this in the other thing, right?

472
00:23:27,989 --> 00:23:30,450
Put it right in the sales deck.
You know, like, yeah.

473
00:23:30,450 --> 00:23:32,202
Huge. Absolutely.

474
00:23:32,202 --> 00:23:33,036
Yeah. Yeah.

475
00:23:33,036 --> 00:23:37,958
So I think that is just to say
we're very passionate about using customer

476
00:23:37,958 --> 00:23:42,129
stories as kind of the, the driving
vehicle across the entire funnel.

477
00:23:42,129 --> 00:23:45,882
Not the only thing you need to do,
but it's a great way to really build

478
00:23:46,091 --> 00:23:50,387
successful campaigns
that everybody can kind of rally around,

479
00:23:50,387 --> 00:23:53,932
including sales, too, because I think
they brought in the customer.

480
00:23:53,932 --> 00:23:55,100
They're excited about it, too.

481
00:23:55,100 --> 00:23:57,185
It's a great way to unify marketing sales.

482
00:23:57,185 --> 00:23:58,478
Another thing

483
00:23:59,563 --> 00:24:00,355
for sure.

484
00:24:00,355 --> 00:24:01,314
Yeah.

485
00:24:01,314 --> 00:24:03,900
Awesome. Thanks, Tucker. Good stuff.

486
00:24:03,900 --> 00:24:04,192
Of course.

487
00:24:04,192 --> 00:24:08,655
I guess we got to close it out with our
one call to action to the audience.

488
00:24:08,655 --> 00:24:10,574
And I think we hit them
with a lot of good things.

489
00:24:10,574 --> 00:24:13,577
But what's your
what would be your number one,

490
00:24:13,660 --> 00:24:16,830
takeaway for those listening in today?

491
00:24:17,372 --> 00:24:18,331
Yeah.

492
00:24:18,331 --> 00:24:21,418
You know,
in the spirit of starting small, I would

493
00:24:21,418 --> 00:24:26,631
I would challenge listeners
if you have a customer story already,

494
00:24:27,466 --> 00:24:30,552
you know, trying to take the action
of thinking what's one way

495
00:24:30,552 --> 00:24:34,347
I can repurpose it into another channel
that would help nurture prospects?

496
00:24:34,347 --> 00:24:35,682
Just one. Just start with one.

497
00:24:35,682 --> 00:24:38,477
That would be my, 
my call to action for folks.

498
00:24:38,477 --> 00:24:40,270
What about you, Janet?

499
00:24:40,270 --> 00:24:41,104
I like it.

500
00:24:41,104 --> 00:24:44,774
I think if you don't have
a customer story, my local action would be

501
00:24:44,774 --> 00:24:48,487
go identify those customers.

502
00:24:48,487 --> 00:24:49,654
Meet with your sales team.

503
00:24:49,654 --> 00:24:53,325
If you don't have, you know,
a couple from Friendly's that you can,

504
00:24:53,700 --> 00:24:57,412
email today, but I don't know, you know,
reach out to 1 or 2,

505
00:24:57,412 --> 00:25:00,040
you see if they're interested in proposed,
like, pitch it, pitch it to them.

506
00:25:00,040 --> 00:25:03,793
See, if they would like, you know,
everyone wants visibility

507
00:25:03,793 --> 00:25:06,963
and to be promoting their expertise
and their services.

508
00:25:06,963 --> 00:25:09,841
So thank you. Don't have a cause.
You have a customer. Sorry.

509
00:25:09,841 --> 00:25:10,592
Do you have a tiger side?

510
00:25:10,592 --> 00:25:15,430
If you don't go talk to your customer,
get them to at least jump on a video

511
00:25:15,430 --> 00:25:19,059
or on a call that you can then turn that
into some content for your audience.

512
00:25:20,310 --> 00:25:21,811
Love it.

513
00:25:21,811 --> 00:25:22,687
Awesome.

514
00:25:22,687 --> 00:25:26,525
Well thank you, Tucker, as always,
for joining me to drop all that knowledge.

515
00:25:26,525 --> 00:25:29,444
We hope that you enjoyed today's episode.

516
00:25:29,444 --> 00:25:30,987
A little bit of a shorter format.

517
00:25:30,987 --> 00:25:33,073
Very kind of wanting to share

518
00:25:33,073 --> 00:25:36,076
a little bit more of behind the scenes
of how we think about and do these things.

519
00:25:36,368 --> 00:25:38,286
So if you've enjoyed the call to action,

520
00:25:38,286 --> 00:25:41,289
please, you know, definitely
like subscribe, share with your network.

521
00:25:41,498 --> 00:25:44,626
And let us know if you're any other topics
or things that you're seeing

522
00:25:44,626 --> 00:25:48,755
that's working well or that you'd like us
to research and kind of, dive into,

523
00:25:48,755 --> 00:25:50,423
we would love to do that.

524
00:25:50,423 --> 00:25:53,301
So, please
let us know. And thanks for tuning in.