Episode Description:
Join us as we dive deep into advanced marketing strategies with our special guest, Javi. In this insightful episode, we unpack:
- Event Marketing: The upsides and downsides of leveraging events to boost brand visibility and generate leads, including best practices and potential pitfalls.
- Niche Targeting: Master the art of identifying and carving out your ideal market niche, which can lead to higher ROI and a more focused marketing approach.
- Demand Generation: Discover innovative ways to drive demand, especially when traditional methods like Google Ads hit a wall, and learn to navigate the platform’s ever-changing algorithms effectively.
Whether you're a seasoned marketing pro or just stepping into the B2B world, this episode is packed with actionable insights that can propel your marketing game to new heights. Tune in and discover the secrets to standing out in a saturated market!
Summary: Javi discusses how the B2B marketing landscape is shifting, sharing his experience in developing high-impact Go-To-Market strategies. He also highlights the challenges and opportunities in moving toward consulting and freelance work in the marketing space, offering valuable insights for professionals looking to make that leap. Tune in to gain practical tips on optimizing your digital advertising spend and standing out in a competitive market.
[Read the full transcript]
pharosiq: Welcome, welcome, welcome to this week's episode. The podcast where we dive in, talk to B2B demand, and, uh, shit, shit. The podcast where we dive in and talk to B2B demand experts about, you know, trends. What's happening in marketing, but most importantly, we bring you a new and fresh idea.
Every single week, what campaigns have been created, what campaigns are not what's working for your peers out there. Lots of inspiration, um, come from listening and talking to those experts. So we'll bring it to you every week. This week, we have. Javi, right? Javi has been crushing B2B marketing for over a decade and a half.
His journey in the Demand Generation Expert has been defined really by continually evolving strategies and creating environments where marketing source pipeline turns into revenue at a high clip. So Javi currently runs Husky Creative. Um, where he consults with all types of businesses that need help creating more demand for their marketing.
Um, you guys can visit them by the way at thehusky. agency. Javi, welcome. Hey,
Javi: thanks for having me.
pharosiq: So I have to know, have to know, where does the, the name The Husky Creative come from?
Javi: So I, when I was uh, forming my LLC, my actual form of LLC, I I come up with a lot of creative ideas for campaigns and things like that, but one of the hardest things to do is like come up with a name for your, your business, your business.
And so I have two, uh, Siberian Huskies and they were staring at me when I was thinking about it. And I was like, Hey, I'm going to name it after you guys. Awesome.
pharosiq: It is the naming process is so hard, right? I was, I've, I've been part of like a rebrand or like, and like a product naming sessions over my career.
And it's, it's always like, I find myself Googling constantly, right. Just like, or go into the thesaurus for the only time that you'll ever use it. The thesaurus synonyms for, you know, cause then it's like, okay. You know, I have a good name is the domain available, right? How much is the domain? Can I find the domain?
Do I redirect it? And there's just so many different levels that happens with that, but I'm glad you were able to settle on that. Um, it sounds like you were, you had to battle a little bit with the domains by going through a dot agency one as well.
Javi: Yeah, same thing. And I think I kind of equated to, uh, I don't have a tattoo, but I don't think I would, I don't have a tattoo because I can't decide it's so difficult for me to decide something to commit to.
And it's just, I feel like it's the same thing with like choosing a company name.
pharosiq: Well, I mean, I can tell you from a fair amount of experience that it really, once you get like, The amount of the amount of the amount of commitment that you put into them really isn't as much as it used to be right now.
I'm to the point where, you know, somebody would be like, hey, let's just go do this. And I'm like, all right, it just depends on if I have a spot, right? I have like, very specific, like, very specific concepts of where I want to do what and where. So it's not about what I put on me anymore. It's really. Like what, whether I can fit it in a spot that it would work with the general theme of that area.
So it's, that was way too much information on tattoos, but I do understand that it's a, it's, it's a very big commitment. So, um, it's been an exciting week in B2B marketing. Um, you know, I'll say exciting week or past couple of weeks, mostly with, um, a lot of huge B2B events happening right now, right? So last week was the battle of inbound and saster.
Um, this week kicks off dreamforce. So first off, did you attend any of those?
Javi: No, I didn't.
pharosiq: That makes two of us. Too big, too many people, too much collaboration. So, um, leading forward though, there's been a lot of buzz on social, on LinkedIn, about the events. A lot of people, you know, talking about some of the things that come out of it.
Curious, you've been in B2B marketing forever. What are your thoughts about it? Events as a tactic, um, for demand generation.
Javi: So I, I mean, I've been to a number of events throughout my career and I think for, it just depends on what do you want, what type of outcome you wanna get out of it. If you're, um.
Like say if you're part of the ecosystem as a, as a company or as a brand. And, uh, for example, I'll just say like with, with AWS and like my most recent employer admission, it's like it, it absolutely makes sense for us to have a booth presence there. Um, just because our competitors are there, like we need to just be known.
It's, it's from that awareness perspective in terms of. Getting like revenue out of it in terms of like sponsoring events. That's always a, uh, a thing where it's like, Oh, you know, hopefully we can attribute something to that event. It doesn't always, it doesn't always happen. But, um, and then I would say from an attendee perspective for like, uh, going to B2B events, I've been to a number of them.
I'm on the fence about it. There's only probably been less than a handful in my entire career where I thought like, wow, I actually like learned a lot from there. Um, a lot of the. Uh, like sessions that I would go to, they talk about things at a very, very high level, like for like marketing or demand gen just didn't like in my, in my experience.
And I'm, I'm like, I don't know if I could really take that home with me. Like they don't, people don't really like talk about some, somewhat of like that. What's that special sauce or what was that, that real, that, that key thing, um, that, that helped you be successful on this like particular track you're
pharosiq: always found.
Events that I've wanted to attend almost exclusively correlate to the keynote speaker, right? If it's somebody that like I've always wanted, like I went to years ago, I went to outreaches, uh, event when they had that big one. I can't remember what they call it, but, uh, they had Jocko Willink as their, as their primary keynote.
I've read Extreme Ownership, loved the book, always wanted to know, so I definitely, it's one of the few events I actually sought out and said like, I'm going to go to this event. To your point, most of the sessions after the keynote were somewhat blah, you know, like, but a lot of what, a lot of what I found is just being able to connect with people.
You know, other industry folks, not necessarily selling, right. You know, because obviously the booths, the marketplaces, those areas, like just attracting people to your booth is so tough, but just being able to connect with other companies, you might be able to collaborate with, um, build out partner marketing relationships.
Like, you know, some of those things I found a ton of value in, but I mean, man, the costs add up from a vendor perspective though, right? It's not just the, it's not just the. The booth fee, right, which, which can get up there for some of these big B2B events. But you have the travel and TD to get your team there.
You've got the shipping of the swag, you've got the creative and design. And that's just for a basic booth, not even, I mean, some of these, some of these higher end Experiential type boosts can be seven figures, you know? So I'm always like that was, it's, it still strikes me that the B2B event space is still so massive, right?
When there's so many great digital options out there, have you seen, have you seen a, a trend over, over the past couple of years with more, with more folks moving away from events and into more digital or has it kept
Javi: pretty strong. I've seen, I would say I've seen more of a shift, at least in like my practice, like the practice that I've been doing has been more like smaller, like field type events.
So once we're like, we as the company run it, uh, instead of participating in a really large, um, event or it's like attending a really large event, um, they're just, they're a lot more affordable. You can probably. Do these field events for a nice one to with a nice venue and up to like, you know, 35 people for like some around 5k.
And that's a lot easier to swallow versus like a, you know, 100k booth investment plus the team, like you mentioned there, I feel like, um, I feel like field is a little bit, um, a bit, it's becoming, it's, I feel like it's like, it's coming like more of a popular thing right now. Um, versus like some of these big, big shows.
pharosiq: Yeah. It's the more intimate settings, right. Where you can create revenue opportunities, you know, in a more one to one engagement versus, you know, come here, let me scan your badge. And hopefully at some point you engage down the road. So
Javi: yeah, and then part two was like for the field event, you can have like, especially working with your partners or, you know, um, other technology partners that you work with, you can also like get them to co sponsor and co host, um, as well.
And it just makes it like a really affordable option to do.
pharosiq: Awesome. Yeah, I agree. It's it's it's growing in popularity definitely as I'm looking at our budgets for our upcoming fiscal year right that that that shift from big large events to the smaller, you know, even when you know web events and investing more into some solid keynote speakers, you know, virtually right to smaller intimate types, you know, shows or dinners or roundtables or things of that nature is kind of where I've been.
You know, working with my team to focus on that side. So really cool stuff. So, um, you're recently going out of your own Husky creative, right? Doing some consulting work, right? Um, do you see, it's obviously a trend that's happening a lot right now, right? Do you see it as kind of a, a trend that will stick and mark and marketers will continue marketing, you know, marketing and sellers will continue to take that road, or do you think it's kind of a, a short term, you know, kind of a fad, if you will?
Javi: I think it's a trend that's going to continue. I think the, the most difficult part of it is, it really isn't like a, uh, a blueprint that's like available for it. Just if somebody wants to make the, the jump to like doing like, you know, consulting or freelance type work and having consistent like work, um, there's, you're kind of on your, on your own.
You can like research things and, and, and online. And, but you get so many different, um, pieces of advice and stuff like that, but there's really not like, um, I feel like a, a solid like roadmap or blueprint for, for people to follow to, um, to go down that path. But I think it is, I think it's a trend people, people are moving towards.
pharosiq: It's an interesting point, right? Like, um, I'm surprised no one is created like a franchising opportunity around, you know, consultant or gig work, right? Where, you know, similar to like, hey, you could, here's the roadmap and battle plan to start a coffee shop, right? Through our brand at that, you know, like, you know, The looking at core functions across creative agencies, demand agencies, SEO, PPC, somebody putting together kind of like a franchise vibe where those looking to be solopreneurs, you can buy the playbook and invest in that.
Yeah. It's an interesting concept because it is, it's the hardest. I mean, it's, I've had that question asked to me many times, right? Why do you, why do you work corporate, right? Why do you, why don't you consult? Why haven't you kind of started your own thing? And I don't know, there's, there's something to say about that.
Debt paycheck, you know, i've got you know for kids. Yeah College educations Travel to leading school. There's something to just say about like hey, it's like one less thing to worry about right where you just have That yeah, um that side of things. So what what? Tell me about some of the cool stuff you're doing with your current customers at uh
Javi: Um, so right now it is, uh, primarily like go to market strategies for, um, uh, this like cloud based company.
Um, I can't go into too much details about them because I, I have an NDA with them. I can't, so I can't name them specifically. Um, but they just, they need help optimizing, um, like their, their, uh, Go to market like primarily run like Google ads and their their digital advertising. Um, just to kind of just basically to get to get more out of their existing spend.
So, um, I've come coming in, taking a look under the hood and understanding like, okay. Here's our, here are avenues. I could definitely see where we can start, uh, the plan to, um, optimize and get more as well as like build up a plan as a predictable plan, essentially of, Hey, if we're going to put X amount of dollars in, there's what we're going to get out of it in terms of like leads and bookings.
pharosiq: Why is, excuse me to my next, why is Google paid, you know, paid advertising so complicated, right? Why is it, it's, it seems like a puzzle. Like I've been, I've been working with either as a marketer with, you know, leading marketing teams or, or, you know, leading marketing leaders, right. For many, many years. And it's, it always seems to be This like dance between, Oh, Google has to learn something and it's going to take a couple more weeks.
And then we're going to change something with it. Google has to learn again, but we have to spend a certain amount or the Google won't like us anymore. It seems like, it seems like almost black magic, right? Is it, is this something everybody experiences or just, Yes.
Javi: So no, it's not just you. I would say, uh, I think my funny thing I like to say is like, I think, I think they just, I think they hate their customers.
Advertisers like like, so it's not just it's not just the PPC side. It's also their the most recently GA for rollout that they did as well. And it's just like what why in the world that you make this even more difficult for businesses to do, especially if You don't have an outside agency to, to work with.
So like now with, um, with this rollout of like the new GA4, I know, I know it's different from, from the PBC side, but, um, a lot of businesses now are just, they're moving away from, from using GA4 and they're just like bringing on some other like SAS tool to do the, the analytics piece because it's just so complicated, um, with the, the new rollout there.
pharosiq: Yeah, I've read that too. I've read, I've heard a lot of, you know, there's been a lot of buzz on LinkedIn about people just being. Just baffled by the new analytics platform. So, um, it's, it's just, it's, it's crazy to me, [00:14:00] right? It's just crazy to me that like one of my tenants with my team is, is both from a sales and marketing perspective is the word frictionless, right?
Like we like making, making it as easy as humanly possible to buy and work with us. Right. And exactly where you were, maybe, you know, where you're at a trillion dollar scale. Right. Where it becomes so unfrictionless, right. So it's, at least it's not just me. So I feel somewhat comfortable knowing that I'm not on an Island by myself.
So, so that being said, you know, we're, we're talking a little bit about frictionless and strategy and go to markets, right. You know, like one of the things I'm fascinated with, and I like to talk through, um, on this podcast with all of my guests is leadership styles. Right. Um, everybody's had good bosses, bad bosses, right?
Especially in, I want to say, especially in sales and marketing, but that's where we tend to see the highest boss turnover, right? You know, the, the expectations are the biggest, right? The timeline to the shortest. So question for you. And again, I've asked this many times, I'm curious, tell me about, um, one of the best bosses that you had.
Right. And if you could, what made them awesome?
Javi: Yeah, so I would say this goes back to my early Rackspace days and my, one of my first, my first, actually my first boss at Rackspace, his name was Wes and he was a, he was a former army ranger. And, uh, so he, his, I just, I loved, he was so structured and I think that's what I didn't serve, I didn't serve in the military or anything like that.
But the way he approached everything, um, uh, from a high level, uh, to, and, and, and, and communicating it to me was, it was, it was frictionless. Like you said, it was like, it's really simple. I know these objectives that I need to as an individual. Uh, and then as well as a team. need to hit in order to hit the overall company goals that we're all striving for.
And every quarter it was like that where he had these, um, these goals like outlined, and then it was up to, uh, like up to me to determine like what are the tactics that I'm going to execute on in order to like get those that go up to there. And he was just, um, amazed. And that's just, that's one of the things that has like followed.
Like I. copied, you know, for, for me throughout my, my entire career, uh, to, to, to kind of like emulate that, that process that he, um, instilled in me.
pharosiq: It's, it's interesting. And then I found it fascinating. Interesting. You bring up the serve, you know, the armed services, right? The, the amount of research and investment that the U S government has put into leadership, leadership training, leadership studies, people management studies, human work, like, um, over the, you know, the generally let's call it a hundred years that, that we've been heavily investing in, you know, our, our defense, if you will, is astounding, right?
Like from a leadership and people management perspective, You know, the armed services do a fast, phenomenal job, especially at the elite levels, seals, rangers, et cetera, like even down to, like, I built historically, I built my selling organizations with teams of six to seven. Right? Like six to seven sellers into one.
Let's call the middle manager or leader. And that comes from, you know, Navy SEAL practice, right? Where they never, they never, if, if outside of an emergency, they never go into any tactical situation with a team of larger than six to seven per a singular leader. Right, because it's just that's that where all of the data and all the evidence will show over the years makes that most optimal.
It's the perfect balance between just enough leadership, but just enough independence of the team without having too much or one side of the other. So it's interesting that, um, you know, your, your early boss was military. I've always loved working with folks who've served, again, for that very simple reason, they're very process oriented, they execute really, really well, but there's just so much data that backs into it.
Good feedback, good chat. So, Um, we are, we are on Pharosiq’s podcast to talk about the big hitting questions, right? And at one of the, my favorite parts about the podcast is the part that we're coming into now where we talk a little bit about campaigns and creativity, right? And for whatever reason, over the years, I don't know, Javi, enterprise B2B especially has become, has, has just been so mundane, right?
Same strategies, same creative, same look. And feel say buzzwords. Everybody's just it almost feels like companies are just playing not to lose, right? But I think there's a shift happening. Um in b2b marketing where where companies are bracing That you can you can have a little bit more edge personality creativity On the b2b side of the fence and that's what we're here for right?
So My big question to you is tell me, tell me about a time or a campaign where, you know, you had a little, you took a little of a creative approach to your go to market and I'd love to know about that campaign and, uh, [00:19:00] you know, how it went, how it worked and all the details.
Javi: Yeah. So this one probably isn't, um, so much enterprise, but, um, it did involve risk taking and so this was, uh, back at my, uh, at liquid web when I was in the web web hosting space.
And, um, we had launched this product called managed, managed rule commerce, which was like a, it's part of WordPress. And, um, we launched it. It was getting a little bit of traction, really not too much. And, and because again, there's just so many. Other posters out there that also have the same product. And, um, there was just one day we, uh, you know, I keep a close eye on the data and one day we had like three or four signups, like just back to back, like.
One, two, three, and with like two different sales reps. And so I went, I walked over to go talk to the sales reps and ask them, Hey, like, where did these come from? And so we found out talking to the sales reps was like, oh, they were, um, these CBD brands and they had got booted off of Shopify because Shopify told them, Hey, you can't sell this product.
And granted, this was back in like 2018 where it was kind of the wild west. For, for CBD and, um, and Shopify said, Hey, you can't sell this stuff on here with our, with Shopify payments. And so they came over to us and asked us one, are we comfortable with them being on our platform? Yes. And then the other one, the other question he asked was, um, could you help us find, um, a merchant processor?
And so that's where. The label like went off in my head. So like at the time, like liquid web was probably about 20 years old or 21 years old, and, uh, we had partnerships with merchant, a bunch of different processors. So that's when I was like, okay, if I found a couple of processors who deal with like high risk type customers and just package it up with our existing, um, WooCommerce product, there's no changes need to be made, uh, to it.
Um, we could have really have something here. And so, um, I pitched it to my, uh, executives and they at first were very, uh, scared about it. And I had to like educate them like, Hey, CBD is different from THC. It's not, it's not, it's not the same thing. Um, and so after months of, Um, I got allowed to like, Hey, okay.
So you're able to go ahead and like, do like field events, uh, or, or speak, uh, at, at shows and as, as part of marketing this thing. And so I was like, okay, so I went to my first small show that was local. And, uh, out of like 85. Uh, entrepreneurs that were there. Um, I ended up signing like 15 up. And so from there, it was kind of when I brought those results back, then our team was like, Oh, okay.
So like, are there bigger events that you could, you could go to? And so sure enough. So then I'm in, um, and to larger event, like to larger events. And then our, our value proposition was so, uh, just so key. And it was one of those things where it was a bit of like that, that, uh, Right place at right time in the sense of, uh, again, like the hosting space had been like everybody, like there's 5 hosting plans and it's really difficult to like, get someone to choose you over somebody else.
And at that time it was like, there was a, a unique pain point that we could solve for. And then at the same time, I was like, Hey, we had a message. So like my, the branding that I would put on our booth was like CBD commerce, CBD e commerce made easy. And people would see that and be like, They'd have to come talk to us because they're like, everybody had that pain of like, this is not an easy thing to sell online.
How do you guys make it easy to sell? And so eventually, then I, I was speaking, um, at a bunch of, I got asked to speak at a bunch of shows about like, the hurdles that they had to face to, in order to, to sell online. And so then in terms of just, you know, Like fast forward months later, um, in terms of the results, like I believe it was like 14 acts of return on investment of, of the, the shows that we, uh, the spend, like the, the booth presence, the, the T and E and that type of stuff.
Um, that's, that, Was easily the most successful like event, um, like campaign that I've had ever ran in terms of, and even after like I left the good web, um, my, some of my sales folks would reach out to me and say, Hey, we still get leads in and they ask like for CBD and actually ask, they ask about, uh, still outside of that was really, really cool that we actually made a presence, like a permanent presence there, um, in that space.
Um, fast forward to today. It's a lot easier. Like Shopify does allow it, BigCommerce allows it, uh, now. So it was just a really like unique, uh, point of time where that was just a wildly successful, uh, campaign, which is like messaging and listening to your, your customers.
pharosiq: I mean, it's sticky too, even if now the shout out Shopify learns its lesson, other big commerce platforms learn theirs, right?
Like just being the vendor that spoke directly to the customer, right? At a time where they probably felt that they weren't being listened to, right? That creates in a, in a, in a space, as you mentioned, that is fairly commoditized, right? Being like being the vendor. Who, who, who like listen to the customer and actually acted on it, right?
You're, you're going to have customers for a very long time beyond, you know, again, I'm sure Shopify could come in and undercut the pricing by seven, seven to 10%, right? But it's that, you know, and then it becomes a price war in the commodity space, but that, that initial, We were here for you and no one else wasn't is going to keep the customers going every time there's a price battle in a commodity space like
Javi: yeah, and you're right.
It's a it's a very sticky product because, uh, just even non CBD stuff. Like if anybody's selling doing e commerce online, like It has the mantra of like, if it's not broke, don't fix it. You know? So like if there's their shop online store is like, it's working at selling that this is their livelihood. And the thought of migrating a store from one place to another is like terrifying because if something goes wrong in that migration process, you're going to be offline for who knows how many hours.
And that equals sales that equals, you know, losing customers. And so a lot of these folks, like once they choose like you, they're not, they're rarely going to move somewhere else.
pharosiq: It's I mean, it's really a great case study in being an expert in a very specific segment of a larger industry, right? I've always said, and I've been said to my sellers, not from just a marketing perspective, but a sales perspective, you can either speak to everyone, or you can speak to, to a group of people specifically.
And what you'll find and what I've found over the years is that, um, specific groups tend to all use the same language. Right. So, I mean, a lot of our customers here at MRP or B2B, SaaS and software companies, right? A lot of, a lot of their challenges are all very similar. A lot of their goals are all very similar.
A lot of the language that they speak are all very similar. Their targets, their KPIs. So once you get used to it. Right. speaking the language with that very specific group of buyers, it's easy to continue to have those conversations and actually resonate because, you know, again, you're, you're the, you're the vendor that solves X challenge for X group and not just we do demand generation, right?
Speaking to doing demand generation for a B2B software company and a, you know, a B2B services company, like a cleaning services or hospitality company or two very different Games, right? And it's really hard to speak to all of them. So it's, it's really, really a great case study it figure out who your segment that you could speak the best to and just talk right at them and they will come and find you from there.
And obviously, the bigger that segment is, the more you can make, right? So if I try to find the balance between two specific Right. You don't want to have seven clients, but, you know, but also, you know, find that perfect balance between Tam and, and, and itch, um, which brings me, I'm from the Midwest and I say itch, right?
You're, you're on the West coast. You say niche or niche? Yes, I
Javi: do. I say niche.
pharosiq: See, yeah. So even when I was living in Texas, I would say these two, I mean, it's, it's a Midwest thing where I always feel weird saying it because the more people I work with, I say it should have like what? And I'm like, I'm like, it's just a, it's a thing.
It's a Chicago thing. So, but yeah, awesome. Awesome stuff. So what else? Any, any other, I mean, like a lot that anybody listening and all of our listeners could take away just from that specific case study. What else you got for me? Anything else? You've been doing this a long time.
Javi: Yeah. So, um, most recently, one of the like successful campaigns that I had was, uh, as a really, really, uh, I would say like orchestrated because kind of complicated, but it actually worked out very well.
So, um, we leveraged intent data on this example. So this is when I was with with Mission Cloud and, um, we, uh, we worked really closely with AWS and AWS like sellers, uh, themselves. And, um, Um, our AEs interface to AWS sellers and, um, AWS sellers, the, the, the problem they have is that they have like each one of those have like hundreds of accounts, right.
And understanding which ones to, uh, strategically go after to grow, it's. There's really, they don't really have it, at least from what I've, uh, during my time was like, they don't really have like a lot of, um, account intelligence in terms of like, like they don't have intended themselves to like, understand like which, um, accounts are like have signals or potential to grow that kind of thing.
So that's where we came in, or at least like for our demand, our demand gen team where, um, I've met with a lot of these AWS sellers and told them like, Hey, I have tools here that can help. You and my, in my tech stack that can help you. Um, so we worked together in the sense of creating this like sales play where, um, like we could see the accounts.
That um, like we have a list of accounts essentially and um, if they came to the like the mission website and viewed like Particular like pages or if they had any sort of intense signals that um, That were keywords around like aws type services or even compare like competitors as well um, we would It was all automated where we could send, I could set it up to send a Slack message over to my AE to be like, Hey, this particular account that belongs, that belongs to like your counterpart over here, um, is actively like searching like, um, Azure, for example, this was like, uh, Azure and migration.
And so he reached, so then from there he would reach out to his AWS seller. Like, Hey, have you been talking to this account? Um, about, you know, about migration and, and the seller was like, no, I haven't. And so they reached out to them and they were like, they, uh, in the Slack and I had this, the screenshot of Slack there, cause it was so cool to have, like, to see it in action where the AWS seller said, Hey, like, thanks a ton for that.
The, that customer was actually like working on, um, migrating a workload that they had in on prem to, Azure instead of like migrating it over to us. So we're able, like, so he was like, we're able to like stop that, uh, in time and get that actually like they're in, they were in talks to now move it over towards uh, AWS instead.
And so that was like, that's just like one particular example. But like there were numerous examples we had where um, that just, it was like, it took, it takes some time to like set up correctly, but like having that kind of automation. There was like key the other. And so it was one avenue. The other avenue that we're working on is using kind of almost the same orchestration, but then using that for kind of like for for outreach.
The part that I wanted to get I wanted to get more automated because it was a bit like it was a bit manual after like a certain point that we needed our SDRs to like do some extra like work manual manual work to like get contacts and that type of thing. But there's solutions out there now I think that's where like.
For 2023, like type marketing moving forward is like, I think there's [00:31:00] still a lot of opportunities, especially around with like AI automating, like processes and things like that. Granted, you still have to give it the eye check, like the eye test, because like you need to be very careful with what, like the content and stuff, but you just can't pump out content that, that chat GPT puts out there, but it does help save a lot of time.
And I think that's where, um, I see it from like a, from a sales and marketing perspective in terms of like, you know, generating, um, more like outbound, um, sourced, uh, leads and opportunities, um, is kind of like this, this whole kind of orchestration of a sales play based on like starting all the way up with like just that basic intent signal.
pharosiq: I think, I think, um, personalization and communication is one of the most underutilized, um, underutilized segments of let's call it intent or account intelligence. You will, like I found, like, honestly, NMRP, we specialize in account intelligence on our side. And what we found is that, you know, prospecting outbound or, or, or generating inbound is really about two things, right?
Personalization, right? What are you saying? And timing? Are you saying it at the right time? Exactly. TI timing is the hardest part of it, right? Personalization can be automated. It can, right. You could, again, there's, especially with ai, there'll be more and more ways to automate personalization. Mm-Hmm. , the scale goes through, right.
But timing is the harder part. Right. And really understanding what a company is not only re you know, what a company's thinking about or researching at a specific phase. Right. That's where the rubber meets the road. And I think. Being able to reach out, as you mentioned, to, to someone who may be researching Azure with a, hey, here's how, here's how AWS is different than Azure.
At that specific time where they're thinking about it is where you take, you know, you start seeing the increased conversion rates, the increased, you know, adoption rates, the pipeline and the revenue. And I think that's what we've MRP. Um, given that, you know, our deterministic signals are. Are really built just to do just that.
Identify companies that are thinking and or have have projects around very specific problems, challenges and solutions that allows our customers to not only generate leads from companies in those segments, but also know exactly what topics of language they should be speaking to with their outbound and their follow up on those lead segments.
Javi: Yeah, I agree 100%. I mean, I think you and I both receive a lot of, uh, Uh, emails in our inboxes from, from reps trying to sell us, uh, services and things like that. And sometimes it's just like, we're like, where in the world did you, like, how did, like, how in the world did you, like, come to me about this particular topic?
I don't, I don't understand, but, uh, I think that's where that, the intel and things like that come, come into play. It's like, uh, yeah, are you search actually actively searching for this type of thing? Like, then I might respond. If only, The
pharosiq: b2b account intelligence space and we're getting there and it's my goal to get there eventually Was as good as tick tock is until it's showing me videos that i'm thinking about at that specific junction We would be bajillionaires because I don't know how they do it, but I feel like tick tock is in my head sometimes Like it's just crazy.
Awesome. Well, well hobby. Thanks for joining Um, it's been really really a pleasure right and again quick plug You guys can reach Javi at thehusky. agency, right? For any sort of, you know, consulting across. Tell us a little bit about, you know, what's your, what's your, you know, you mentioned PPC and some SEO stuff.
What else are you helping customers with?
Javi: Um, just go to market plans, demand, uh, demand gen optimization, especially that can help you get more out of, You're marketing with your existing budget. Um, that's, that's, that's kind of like my key thing is just like that, that efficiency, like to drive more with your existing spin,
pharosiq: that is the name of the game in 2023, the goals are not going down, but the budgets seem to be a bit resources are tighter, but goals and challenges are higher.
So, I mean, it's been awesome chatting. Thanks for jumping in, talking a little bit about. You know, the state of events and anything ranging from that all the way down to, you know, some awesome campaigns. I learned a ton, right. The concept of, you know, like micro segmentation inside, especially in commodity spaces is something that I'm sure a lot of our listeners are going to jump on and scoop and try to figure out how they can micro segment.
Um, you know, and it's really been a blast. So thank you again. Let's do this again soon. Um, and I appreciate you joining up.
Javi: All right. Yeah. Thanks for having me.
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