A Napier Podcast Interview with Sam Oh - Ahrefs

As more people understand the value of SEO, competition increases. In this podcast episode, Mike chats with Sam Oh, VP of Marketing at Ahrefs who offer a suite of SEO tools from keyword research to competitor analysis.

Sam discusses Ahrefs’ commitment to reliable data and how bad data can lead to bad decisions.

He also offers advice on how marketeers can approach SEO campaigns and how impactful SEO fundamentals and basics can be for companies.

Listen to the podcast now via the links below:

Transcript: Interview with Sam Oh – Ahrefs

Speakers: Mike Maynard, Sam Oh

Mike: Thanks for listening to marketing B2B Tech, the podcast from Napier, where you can find out what really works in B2B marketing today.

Welcome to marketing B2B technology, the podcast from Napier. Today, I'm joined by Sam Oh. Sam is the VP of Marketing at Ahrefs, an SEO company. Welcome to the podcast, Sam.

Sam: Thanks for having me.

Mike: It's great to have you on. I mean, you've had a really interesting career you seem to have done, you know, everything, including founding companies, and yet actually, you didn't start from a business background, tell us how you got to HR at fail your career developed?

Sam: Yeah, so I guess it's run rather long story. So I started an E commerce in 2009. And I basically thought to myself, I'm young, and if I'm going to fail, then this is a great time to do it, when I still have my parents to help out. And if anything were to go wrong, then, you know, everything's alright. I did decently. And a lot of that was through learning SEO, and the company was acquired in 2012. And I kind of just rinse and repeat it for several years, I started an agency, and eventually 2018, I tried to acquire eight trips as a customer. And it was a lead gen experiment that I was working through. And instead they got me as an employee. And since then, I've left my agency side work. And now I'm full time at ETFs and have been for now four and a half years.

Mike: Wow. So you're gonna be a customer I liked so much you decided to join the company? Is that the story?

Sam: Yeah, they just treated me really well. And I think just the season in life that I was in, it was time to let go of the, you know, 16 to 18 hour days, putting out fires needed to come to a stop. And I was just, I was ready to just settle with where I wasn't very happy with being at a dress.

Mike: That's awesome. So I mean, the first thing to say is I introduced Ahrefs, as an SEO tool, there's lots of SEO tools out there. So can you just explain a little bit about what Ahrefs does, and how it's different to some of the other products?

Sam: Yeah, so we provide a suite of SEO tools. So that includes everything from tools for keyword research, for content for landing pages, whatever it may be competitive analysis. So if you want to look at your competitors, backlinks, their organic traffic, the keywords that they're ranking for, to do website audits, you can basically just click a few buttons. And then we'll check for over 100 plus SEO issues on your site, and kind of tell you how to fix them, where to fix them. In terms of differentiation. For me, personally, I was an HR Fs customer for maybe three years before I joined their company. And that's why I was excited to actually try to get them as a clients, which again, didn't work out. But I what I found, especially working here and understanding the intricacies of the tool is our commitment to reliable data. And a lot of this is because of the founder and CEO, Dimitri, he's the technical brains, you know, behind everything. And basically, our crawler is the second most active only next to Google. And what that does for the quality of the data is because links on the internet are always die, they're redirected that revive whatever, we're able to report on fresh data. And so all the data that you see at Ahrefs, including keyword data, we have the largest US database of keywords, and we're constantly expanding. And so yeah, I think just the commitment to reliable data is huge, which makes our tools I think, quite different from from other ones that are out there. We're also very transparent about this stuff as well.

Mike: And also, you've been around for a very long time, haven't you? I mean, you've had this track record of building up the crawler and making it the biggest other than Google.

Sam: Absolutely, yeah.

Mike: So one thing, I think, you know, a lot of people listening to this might not be SEO experts, I think, you know, what would be great is to have a kind of idea as to how people might approach putting together some sort of campaign to improve the search engine optimization of their site, you know, what would be the steps using a tool like Ahrefs?

Sam: Yes, I think it's a little bit of a loaded question, because depending on what it is you want to do, that can vary quite a bit, and also depending on the site that you're working on, but we'll, I guess a kind of a basic example would be creating blog content and ranking that. So you might start off with keywords Explorer, which is our keyword research tool, and you can just enter in some keywords that are related to your niche. And then you go to a keyword ideas report and you'll see millions and millions of keywords, which you obviously don't want to filter through because who has the time to go through a million keywords. So you can use some of the filters. So you know, assuming you want to rank for some of the lower difficulty ones then you can set a Keyword Difficulty filter and you can find the low calm Position ones that you can actually start going after, and getting results much faster than trying to compete for, you know, some of the fat head terms. So, yeah, that might for, for example, like if you're in the insurance business, you wouldn't want to try and rank for insurance because you probably won't be able to compete, unless you're, you know, the cream of the crop and have the biggest budgets, basically. But you can find lower competition topics that you'll actually have a fighting chance of ranking for, to get organic traffic. And then if you need to build backlinks, you can basically click through to different things within the tool. And that'll send you over to Site Explorer, you can see who your competitors are getting backlinks from. And you can use that as intelligence to try and get backlinks for yourself.

Mike: I mean, that's really neat, really simple to, you know, two areas to look at to start your campaign. It's interesting, you talk about keyword difficulty. I mean, is it more difficult to do SEO today? Is there more competition?

Sam: Yeah, that's that's, that's a little bit tricky. And I think this is like, I'll try not to go all meta here. But I think, because there are more competitors. And because more people understand the value of SEO, that it is more difficult, because there's just more people doing it. And naturally, there's going to be more competition. But at the same time, I feel like the way that things are moving in terms of attention span, we've all heard stats, like, you know, the average time on site is decreasing by whatever percent or humans have a shorter attention span than a goldfish. But that leaks into our marketing, too, I think. And I think a lot of people are always looking for quick ways to kind of make something happen. And so they're cutting corners. And so I think that opens up opportunities for people who are willing to create better contents, who are actually willing to put in the grunt work of building links to that page. Because as that happens, other people are not doing it, because everyone else is looking for a shortcut to get there. And so yeah, in some ways, it's not as hard if you can just stay focused and keep your head down. But at the same time, because of the number of competitors, it is naturally a more competitive landscape than it once was.

Mike: And it's interesting to talk about that, because, you know, one of the things I'm interested in is how much expertise do you need? I mean, you said, you know, it's all about getting some links and creating great content. I mean, is it as simple as that? Or do you need to be an SEO expert,

Sam: You really don't. So I created a, an SEO course, for beginners in our academy. Now, it's been a year and a half. And I get messages from people who say, like, I never knew how to do SEO, now I know how to do it. And now I'm making multi six figure income from doing this, like affiliate SEO through their company. And they're just grateful. And like, of course, I don't know whether this is true. I don't know why someone would, would lie about that. But, you know, these people are coming from nothing, and they're just taking the fundamentals of SEO is all you really need to do is stick with the basics, keep your head down and get better at the basics. And as you do that, you're going to get traffic. And if you're going with a business approach in mind, then you're going to generate revenue. And yet people who have never done this kind of stuff who were making, you know, 2040 50 60k are now making two $300,000 through their own stuff. And so yeah, a lot of potential there. You don't have to be an expert. And I think pretty much anyone can do it now. It's just mostly a lot of trial and error. But yeah, I really hope that people will, will actually give it a shot because it's not as difficult, at least at a basic level to get into.

Mike: I'm presuming that applies to people who previously wouldn't have thought that much about SEO. So for example, if you're involved in media relations, creating press releases, I mean, is it the case you should be thinking about SEO in your press release, as well as your website content?

Sam: Well, I'm not, I wouldn't claim to be an expert at all, when it comes to press releases. I guess it really depends on the purpose of that press release, I don't think you need to really focus on ranking it well, because what are you trying to rank it for? Usually, it's press releases or more announcements, I think of what's happening in the company. And so if you're a publicly traded company, people are going to see that press release. Because as you go to Yahoo Finance or whatever, Bloomberg or whatever, it's all going to be listed under your stock ticker. Not so much for SEL, I don't think it makes sense in the sense of ranking those those press releases.

Mike: So the message there is really focus on the content, you want to rank and spend the time optimising that

Sam: Yeah, so basically ones that are ideally going to be somewhat evergreen and that are going to drive business value, like for your company, because at the end of the day, like traffic without any kind of result, like without any kind of business value is just kind of pointless if anything, it's a waste of money because now you're wasting bandwidth.

Mike: That makes sense. I'm interested you mentioned So about, you know, checking for SEO issues, I mean, is that one of those features where you can actually get very quick wins on a website is where you've got issues that need correcting?

Sam:  Yeah, so that really depends on what the issue is. But yes, there. So we have a free tool called Ahrefs Webmaster Tools, which includes Site Audit. And you basically just verify your website just like you would with Google Search Console. And then you can run free audits on your website. And so depending on what you find there, it could potentially be a very, very quick and big win. So if you have, if you're no indexing some of your important pages, and you're wondering why it's not ranking, we'll find that out. And you can actually index the page or request for it to be indexed technically. And so yeah, it really depends on on what the issue is, like, if you're going to be fixing some redirects. Depending on what those redirects are, that could potentially be a big win, or it could be a nothing burger. So it really depends on on your specific business issues. But regardless, I think that people should be auditing their websites regularly, so that they can find what these issues are. Because nobody knows what these issues are until you find them. And nobody can say how valuable or how important they are until you find that

Mike: Makes sense. I mean, again, going back to this desire to want to see quick results from something that's inherently going to take quite a long time. I mean, are there big mistakes people are making maybe in terms of the shortcutting, you talked about, that mean that they they're actually undermining their SEO, rather than improving it?

Sam: The shortcuts often mean that people are looking for hacks. And often when you look for hacks, you're getting into a lot of technical details that do not matter. So we're looking for these advanced hacks, and we see these tutorials and we're like, oh, this is the same stuff that I've already seen before. Well, the reason why you're seeing it, again, is because it works oftentimes, right. And people are just discounting it saying it's not important, because it's not advanced enough for me, I literally see comments in our YouTube channel sometimes that say, this is not advanced enough. But in my head, I'm just thinking, just stick with the fundamentals. And you will get very far and you won't even be watching these tutorials anymore. And that's fine with me. Because, yeah, that's a good thing, it means that people are actually getting things done. So in terms of mistakes, I think overcomplicating is a huge one, and also trying to cut corners, looking for some kind of advanced hack, which ends up just being a waste of time. And then yeah,

Mike: Makes a lot of sense. I'm interested about, you know, measuring the value of SEO, because obviously, people tend to talk about growth in traffic. But that's kind of unrelated to business. I mean, is there a way to measure ROI? Or does that vary from, you know, perhaps one industry category to another?

Sam: Yeah, so there are so many ways, and you might not like my answer, but I don't think that you really need to measure strictly the ROI of SEO, because I don't know if it's possible to do properly. Like, there's so many different attribution models like blast like position based, first click whatever, there's just so many different attribution models. And so what we do is we actually don't do things like goal tracking through Google Analytics, we don't even have Google Analytics installed on our site. But we look at our annual recurring revenue. And if it's going up into the right, that's a good thing. So as our organic traffic probably works together, and I've just never seen an attribution model where like, I won't have a million questions to doubt the accuracy of it, like how do we know why these people are converting? Are they converting from this page? Have they how many interactions have they had with the brand? We can't measure that because it's not always through things that we control? If it comes from bad data, it's going to lead to bad decisions. And if it works, does that mean that it's actually factual? Not necessarily, we just don't know. And so when it comes to measuring the ROI of SEO, a lot of it is just common sensical. So if we're creating content that has clear business value, so for Ahrefs, we have a keyword research tool. If we have content on a Keyword Research Tutorial, of course, we're going to show people how to deal with our keyword research tool. If we're getting a tonne of organic traffic to that page. Naturally, people are going to click and explore keyword research tool, it's impossible to get a significant amount of organic traffic, where our product is really the star of the show, and to not get business value from that. So for us, we just keep creating content like that, but that has business value, and we get traffic to it. And our annual recurring revenue goes up. SEO is profitable for us in that case.

Mike: I think that's a great way of looking at it. I mean, one thing, I guess might be worth exploring just a little bit is this idea of an attribution model. Can you just explain what you mean by that and why it is sometimes so limited?

Sam: Yeah, so we can't track a full customer journey, I don't think we can at least I've never seen a tool that can do it properly. Because now, like people, we interact with so many different channels. So you might, let's say, for example, you want to even buying a garden hose. So you might buy a hose that's, you know, 30 to $50, or whatever it is. But how do you actually buy that hose? Well, you might ask your neighbour for a recommendation. But then you go, and you don't trust your neighbour fully. So you go, and you start a YouTube video, and then you search for best garden hoses in Google. And then you click through from that person's page. And as the retailer, you see that you got referral traffic from abc.com. And that person converted. So does that mean that abc.com is responsible for that conversion? Probably not maybe a little bit, we don't really know what's happening at the end of the day, is that there's so many different variables, and now we're bombarded with information from social media, from search from ads all around us from podcasts from everywhere, information is everywhere. And we hear these things. And now I'm talking about a garden hose. And somebody realises Oh, yeah, I need to go buy a garden hose now. Am I responsible for that conversion? Like, we don't really know how this works, and like how there's so many different touchpoints. Like for B2B, I think there's like hundreds of touchpoints, before you actually become a customer of a company. And so if we can't accurately attributed than, again, bad data leads to bad decisions. And so if our Garden Hose Company says, oh, yeah, it's because somebody spoke about garden hoses. A person on a B2B podcast spoke about garden hoses. Yeah, then we should go and find more B2B people who will speak on podcasts about garden hoses. That's a bad decision. All right. And so if we can't properly attribute the sale to the source, it's because there isn't one source. And so yeah, that's why I don't think that attribution models, they usually don't make sense, but especially at the enterprise level, they almost force it for reporting. But at least for us, we're still a pretty small company and our CEO and founder, our CMO are all very much in agreement that these just don't make sense. So don't try to force something that way. Instead, we'll keep it common sensical. And look at our revenue up into the right, organic traffic up into the right. Things are working, let's keep going. And in not just that, but word of mouth. People will often say the great things about our content. And a lot of these people are our customers. So I think it shows that it resonates with them, and that it contributes to our bottom line.

Mike: Makes a lot of sense to me. I mean, you've explained how hard it is to work out what actually works and drive sales, although you did allude to the fact that, you know, you've seen pretty competent things like your blog, but what do you find the best channels or the best tactics to promote the tool? Well,

Sam: Yeah, so I think so for us, because we're in SAS, naturally, people want to see how the software works, and not so much a software demo, but they want to see how it solves their problems. So for us, our two main channels are the blog and our YouTube channel. We're obviously involved with social media newsletters, and sponsorships, and etc, etc. But I would say that these two are the biggest for us. And it's kind of what our brand has become well known for. And literally like, we keep it so fundamental, we just think does this topic have business value? Does this topic have traffic potential? Yes, yes. All right, let's do it. And so because we just trust that if we're creating content that's going to naturally in a very organically showcase our product, and it's going to show people that by doing it this way, it actually solves the problem that you're looking for, then people aren't going to purchase and it doesn't mean that they're pushers right then and there. They might purchase tomorrow, a month from now, five years from now, whatever it might be, we're planting seeds. And we're just constantly planting those seeds. As they search for solutions to their problem, the more I guess, aware they become that our tool can solve many other problems, then it becomes worth the investment for people to try and to eventually, I guess, become long term advocates in our tool as well.

Mike: Yeah, that makes sense to me. I like that. I'm interested about you as a marketer. So from your point of view, you know, You've obviously done a lot of marketing in your career as well as building businesses. But what do you love about the marketing element? What's the things you really enjoy?

Sam: I really actually enjoy the operations aspect. So I like creating systems SOPs, and basically finding ways to optimise that specifically in marketing so not so much in the other areas. But I also love just promoting a great product and the kind of sounds cheesy but you Like, there's so many bad products out there right now that I would not want to be responsible for marketing it because I feel like I'm just lying. And so I think that has been a huge thing. Like our CMO once said something like your product is your marketing. And I didn't quite understand what he meant when he first said that. But over time, it's just become so apparent because like, the reason why I was happy to join Ahrefs, the company as an employee, after being self employed my entire adult life is because I just love the product. And all I was doing was just sharing what I was doing with the product before. And it just naturally was good marketing, because people were like, oh, like, I didn't know you could do that. And so they have to try it themselves. And then they go and share it. Some people, like they'll say, Oh, I learned this from Sam, other people will just share it as their own. Whatever it is, it doesn't matter because the company is now benefiting from these things being shared, because we're just talking about how we use the tool. And I just love that. Like, we can market a great product just naturally, it's like I would talk to a friend about it. But now we're doing it at scale and reaching millions and millions of people doing that.

Mike: As that's really interesting, I think that's actually interesting marketing advice, you know that the product is your marketing, I think that that's a great way to look at things. Are there any other tips or things people have said to you during your marketing career that you've really taken as being good advice, and you've used to drive your career forward?

Sam: The best, it's not so much advice, but it was a question that somebody asked me. And that question was, who cares? So when you think about it, and you, like, as we write blog contents, as we're going through the edits, or editing process, our feedback process is, is super, super, brutally honest. And it's also strict. And oftentimes we look through it. And the question that will often ask is, who cares? So if you say a statement, and I look at that, and I say, Who cares? Then the author now needs to ask, Who cares? And if nobody cares, then it's time to cut that. And I think it cuts out a lot of the fluff and the marketing that we're very much used to. And now people are kind of intolerant of this fluff. And so I think oftentimes, when we ask Who cares, it also makes us think about who are our customers? And so, yeah, I find that that is a question that I just keep asking myself, whenever I'm doing anything related to marketing is, who cares?

Mike: I love that it's really powerful. So um, I mean, I think the only thing is, I can imagine some people in your team submitting work and getting that question and finding it a tough one to answer. Sometimes.

Sam: It is. And I think we're all the important thing is that within our within our organisation, we all know that, like, the criticism that we gave is constructive. It's, we're not there to hurt anyone, or to challenge anyone's ego or anything like that. And like, we're not just going to say to anyone who cares, like in such a way that would offend most people. But like, for me, like I review Josh's content, he reviews mine, and oftentimes will say, Who cares? And like we look at that, and we're like, good point, like, who cares? And I think just taking that as constructive feedback, as opposed to an attack that needs to be established within the company as well, before you can start doing things like that.

Mike: That's great advice. I mean, we've created company looked at and gone. Yeah, actually, people really care about this. Are there any campaigns that you've driven from that, but you're particularly proud of or have been particularly effective?

Sam: I did a case study, it was a three part case study where we created a statistics page. So SEO statistics, we wrote the content, we built backlinks to it. And we ranked him for a very competitive term in around two weeks. And so we did a case study on that. And I loved it, because it was a very different way of of creating content, it was very data driven. And we knew exactly who we were going to get links from before the campaign even started. And we just showcase literally everything. And it was so cool, because it was almost like I was in my agency days where we're not allowed to share those secrets with people because then competitors can take it. But now that I'm on the tool side, I literally get to give an over the shoulder view of like, oh, this is what we're doing. And it's just like, we're having these aha moments, kind of as we're going and yeah, it worked out really well for us. And so I don't know if we're still in pole position, but yeah, we're in position one or two, probably for SEO statistics. And it was yeah, the everything is laid out there and I just loved it because it's also organic marketing because I'm just showing people what I didn't eight trips because that's what I did.

Mike: That's awesome that, you know, you put this together you plan the campaign, and then it actually achieved the results. So I love that as a story. One of the things we'd like to ask people and particularly people that you've had a lot of experience in marketing, if you knew a young person was thinking about marketing as a career, what advice would you give them?

Sam: Oh, that's a good question. I think the most important thing are results. And I think people often think of degrees. And I'm not saying that education is not important. That's not what I'm saying at all. But people who actually go out and and get results is what's going to get you hired. If a job is your goal, it's what's going to help you get better at marketing, is even just having a personal site saying I want to rank for this, or how do I do that, and then figuring it out, trying failing, trying failing, and then that's actually going to make somebody much more attractive from an employer standpoint. And also, yeah, like, you're just gonna get so much out of that just out of three months of just like, getting obsessed with ranking, or whatever it is that you're going to do in marketing, I think is, is, is probably the best thing you can do for your career.

Mike: Amazing advice, I think that's really quite inspiring as well, you know, that, that anyone can go out and try and learn SEO by by actually doing it, and then become successful. So I love that feels really inspirational. So I'm obviously mindful of time and, you know, really appreciate the time you spent with us. Is there anything else you feel we should have covered? Or anything you feel listeners would like to know?

Sam: No, I feel like we've covered quite a lot in a pretty short period of time.

Mike: That's amazing. So if anyone listening to this, we'd like to find out more about Ahrefs. Or maybe ask you about something that you've mentioned on the podcast. I mean, what's the best way to firstly find out about the product? And then also maybe get hold of yourself?

Sam:  Yeah, so you can learn about our product on our blog, Ahrefs.com/blog. You can go to YouTube and just search for Ahrefs, so A-H-R-E-F-S. If you have any specific questions for me, then you can tweet me. My DMS are open as well. It's Sam SG Oh.

Mike: That's amazing. That's very kind to offer people to have the chance to DM you as well. So I know you're probably incredibly busy. I really appreciate that. Sam, I really appreciate this. This has been fascinating and insight into SEO and particularly into the Ahrefs tool. So thank you very much for being on the podcast. Thanks for having me. Thanks so much for listening to marketing B2B Tech. We hope you enjoyed the episode. And if you did, please make sure you subscribe on iTunes, or on your favourite podcast application. If you'd like to know more, please visit our website at Napier B2B dot com or contact me directly on LinkedIn.


A Napier Podcast Interview with Darby Sieben - Unbounce

The internet is an increasingly crowded place, with competition rising and ad costs increasing. Ensuring landing pages are as optimised as possible is more important than ever. In our latest podcast episode, we interview Darby Sieben, Chief Product Officer at Unbounce, who shares top tips and insights about creating effective landing pages.

Darby shares how Unbounce continues to evolve to build tools that drive better conversions for marketeers, and his opinion on how pop-ups can be used for success.

He also shares the advice he has gained from throughout his career and discusses his goal of helping marketeers get better at what they do and levelling the playing field between small and large businesses.

Listen to the podcast now via the links below:

Transcript: Interview with Darby Sieben – Unbounce

Speakers: Mike Maynard, Darby Sieben

Mike: Thanks for listening to marketing B2B Tech, the podcast from Napier, where you can find out what really works in B2B marketing today.

Welcome to marketing B2B technology, the podcast from Napier. Today I'm joined by Darby Sieben, Darby is the chief product officer from Unbounce. Welcome to the podcast Darby.

Darby: Thanks, Mike. Glad to be here.

Mike: It's great to have you on. I mean, I'm particularly interested, I had to look at LinkedIn and seen you've had like this amazing career where you've worked for the Yellow Pages in Canada, you've been an investment advisor. I mean, can you just give us a bit of a background about your career and how you've got to the point of working with Unbounce?

Darby: Yeah, I'll give you a very quick two minute overview. You know, I won't, I won't give my exact age to the users, they can probably figure it out some of your podcast listeners. But when I graduated high school, I had a vision and a dream to become a computer programmer. And I realised there was a difference between a good one and a great one. And I would never be a great one. But I was always fascinated in the 90s with the intersection of business and technology, and really had a deep passion for where the internet was actually going to go. So typical, you know, story I dropped out of school started a company hired by friends who are great programmers, we built our first company, and then in 90s, sold that, that I built the second agency in Calgary, Alberta, which we sold the Yellow Pages group, and then I joined YPG, to help them with their digital transformation as we were moving from a print focused company to a digital focused company. And so that was a really interesting journey around, you know, how do you take 100 year old organisation, and rethink the business model. And so you're offering to transform the entire company, literally an order to become a digitally focused company after 100 years of print. So it was a really, really an amazing journey.

That from there, I went to Royal Bank of Canada, which is the largest bank in Canada, one of the top banks globally, as part of their ventures group to build out one of their largest ventures called amply, which is a cashback application.

Darby: And that was really designed to, you know, connect merchants and consumers within the Canadian market, and reward them for purchases with those particular merchants. And then earlier this year, I joined Unbounce as their Chief Product Officer after speaking with Felicia who's their CEO, understanding the vision of where the organisation is going. And it's, you know, another one of those great, I think it'd be great transformational stories, as Unbounce evolves its business and continues to evolve its business. And then as you mentioned, I do some investing and advising technology's been really good for me and parlayed that into now helping some of the startup founders on not necessarily what to do, but maybe some of the things that I've learned in my career on what not to do, as a way to, to accelerate their businesses as well. So, you know, just I just have a really deep passion for technology, the intersection with business and how, you know, businesses can use tools to continue to grow and expand. It's kind of always been my mission over the last 30 years, as you know, how do we help marketers get better at what they do? That's kind of been the theme across my entire career.

Mike: That's awesome. And I think, you know, a lot of people know Unbounce as being a product that's designed to help marketers in a very specific situation, which is to get people onto a landing page and get them to convert, but he just give us a bit of a view as to all the things Unbounce does, because I think you do a bit more now.

Darby: Yeah, so as you mentioned, you know, Unbounce is really one of those kinds of iconic Canadian brands started about 13 years ago, for the most part really invented a landing page space. And it started with a group of founders that really looked at the market and said, you know, people are spending money on digital advertising. They're driving traffic to their web page. But the web page may not actually be the best conversion engine. And so henceforth, you know, the creation of a landing page to say, let's really direct your traffic to a page that's focused on conversion. And that did really, really well for Unbounce. We created I would think the category and obviously what happens when you create great categories and categories that work. Lots of players come into the marketplace. The shift, you know, where Unbounce is today. And landing pages is still very important part of our puzzle because you need to be able to create content. But we talk about conversion intelligence. And so when I talk about conversion, intelligence, what problem are we really trying to solve?

We know that the internet's more and more crowded. We know there's lots of builder tools that are out there. competition continues to increase ad costs continue to increase. And we started to look at the assets that we built as a company and realise we have a lot A lot of data and a lot of understanding about what actually converts. And so we started to think about how do we leverage this data and its non PII data. But how do we leverage this data, to start to build intelligence tools that actually can augment what a marketer is doing using AI and ML. So we started with smart traffic. And what that means, typically, a marketer before would create an A variant and a B variant, they'd throw some dollars at a throw some dollars at B, then they would do the analysis and figure out which one works and then decide how they're going to go from there. Smart traffic was our first foray into conversion intelligence, which is really letting the machine do the optimization. So you can create those pages, and the machine does the optimization. And we see great results on that particular side.

We've also acquired a company called snazzy.ai, which is now called Smart copy, which is how do we use AI, to, you know, help get the initial set of copy that a user might be looking for. So as opposed to the blank page, and I got to write something out, let me throw in a couple of key words, and the machine can come back and say, here's a starting point, and then the user edit from there. And then a big area of investment right now is our smart builder, which is our second version of our landing page product. Our first one is called classic, which is the one that we built 13 years ago, the new builder is really how do we give eyes to the machine. So we know on the page, what the content is, where it's actually positioned. So we can actually do further optimization as opposed to just traffic, we can actually start to optimise the content on the page, based on all of the things that we know about that in order to increase conversion. So the mission of Unbounce to build tools to help marketers get better conversion still exists. What we're really thinking about now is how do we leverage the billions of visitors that we've seen in the billions of conversions we've seen, and productize those products to really help marketers accelerate what they're doing in terms of conversion, because it's all about ROI for the marketer.

Mike: Wow, I mean, there's, there's a lot there. I'm interested, because, you know, you talk about billions of page visits, which actually, I think is one of the challenges of a lot of people in B2B is a lot of the datasets we have are quite small. And do you think that's something that, you know, a company like Unbounce, can bring is this view over a very high level of traffic, rather than the small numbers that you know, of hundreds or 1000s that you might see in B2B?

Darby: That's exactly the mission that we're on at this point, is we have all of the companies, large, small, different segments, and what have you, building landing pages across our ecosystem gives us a really interesting view of seeing globally, what actually works. And again, we do that in a non PII way, in other ways, you know, merchants can partners can connect their data, but we don't do anything with that particular data, because that actually belongs to the to the merchant. So we're just looking at the conversion data. And so yeah, we think that's a really competitive advantage, when you can start to take the insights, the learnings and the recommendations at a much higher global view, with a billion data points that we have, it starts to become meaningful, you know, provide those insights back to the marketer, and then the marketer can decide how to action on those. And so you're absolutely right, we think that the creation of a page is still very, very important. We think that the competitive advantage is that Unbounce is really starting to lean into is we've got a great set of data, that if we use it in an intelligent, smart way, we know can help accelerate and help produce a better return on investment for marketers.

Mike: I mean, that's amazing. And this is probably a bit of a cheeky question. But there's lots of products, particularly information platforms that have landing page functionality within them. But nobody's really either offering that the same user experience in terms of building that landing page, or this route to actually providing insight from data to help you enhance it. I mean, why do you think these other companies are so far behind?

Darby: I think there's a couple of things. One, we all know that, you know, in the AI and ML space, it's an emerging space. And there's still lots of toolkits that are being built and but you got to fight for talent in order to get really, really smart people that understand this. And that's only one side of the equation. I think the second side of the equation is you know, to do AI and ML really, really well. As you mentioned earlier, you need to have a large data set. And so starting from ground up, it's really, really difficult to do that. Unbounce you know, because of the length of time that we've been in business And what we've seen over the past decade, has really given us that ability to have those insights. So you know, we built a great builder years ago. Now, you know, we have really great pool of data, and the new products that we're building, both have the focus on how do we make it simple for the marketer to build. But then more importantly, how do we make sure that we've got all the semantic labelling in place to give them machine eyes on the page, so we can really understand the text, copy, the tone, the image, the call to action, and start to look at all of those factors that play in to help in a market or convert. And so I think that's probably one of the big reasons why it's difficult to become really strong in the AI ml space is because you got to have that large data set. And then bonds is in a privileged position, because we do have a large data set that we can build off of.

Mike: I mean, this type of data is amazing. I think we'll come back to it in a minute. But you mentioned something about simplicity, making it easy to build landing pages. So you know, I'd really like to start there, because fundamentally, a lot of what people are doing in marketing is having to build landing pages. How do you make it simpler? And what can people do themselves to make that process maybe a little bit less difficult?

Darby: Yeah, so there's a couple of things that and I'll just speak a little bit from an Unbounce perspective, and just maybe more generally, some tips. Marketers are original builder, we call it classic, but let's call it the original builder, was just, you know, your standard Perfect Pixel Perfect, I could come in and build what exactly what I needed to do. Our new builder, smart builder does have some restrictions, it is more templated based, it's more container based to drop and drag. And we've done that specifically to make sure that the machine has eyes on the page. So it kind of knows where everything is, in order to actually do the optimization on the back end. If a marketer starts to play with our smart builder product, we start off by simply asking some questions. What is it you're attempting to do? What is the tone here, some templates, just to give that kickstart for the marketer to get going, even to the point of copy assistant, which is, hey, just tell us about your business. And if you want to have more content, you can, and then our AI will actually go and give you the starting point of text.

So we find it's easier for somebody to edit something that's already there, maybe as opposed to having to create it. So those are some of the simplicity tools we're trying to do on the front end, make it more templated, make it more walk through templated, but still with the flexibility to give the marketer that ability to you know, put their own brand and what have you. And we're going to expand that we're going to do stuff like you know, dropping your URL, and we can use your URL and actually detect all of that information, and just help you streamline the creation, then that's when once we got it up and built, then that's when we can really kick in with our conversion intelligence side. So we do think about the building side, how do we make things simpler, and in some cases, using our tools, so we can say to a merchant, you know, you're putting in that headline, that's great. But if you actually shrink the headline, it's actually going to be a little bit better based on our data, because we know certain headlines produce better size than others as an example. So those are a few of the things that we're tackling for, for simplicity, I think generally, for anybody that's building a landing page to drive traffic to, I think it really does come down to synthesise the core pieces of information for your audience, make the call to action extremely clear, and give them a really good compelling reason why they want to go forward from there. Because clearly, the fact that they're on your landing page, they've expressed some sort of interest. What we're attempting to do and smart builder is, you know, I talked earlier about a testing in a very intended to be variant, we actually see a world in the future where there is no variance, where if a marketer is comfortable with the intelligence that we have in place, I can build my page once I have the guardrails in place, but let the machine optimise the headline and say, Oh, for Mike, who's coming in here, not Mike specifically. But for this user that's coming in here. This is a better headline to present to that user than, say this user and provide all of that to the marketer. So the really the machine starts to become the let's just optimise the how to get that conversion. But the marketer still has to determine the story. They still have to determine the simplicity of the story. And they still have to be very, very clear on what that call to action is. And then we can kind of take over from there.

Mike: So that's really interesting. So you're thinking about, you know, a world where I'm going to give a simple example, perhaps someone who came came in to the landing page through Google ads, might see a different headline to someone who clicked through from the company's website.

Yes, exactly. Exactly. When we think of optimization, there's traffic optimization, content, optimization, placement, and then image optimization, all of those play factors and conversion.

Mike: And I think we're all looking forward to that world where we can pretty much kick the machine off and let it run. I mean, presumably, whilst you're getting close, we're not quite there yet. So if I'm building a landing page today, one of the tips or the guide you can give me to help me build a landing page that's going to convert at a decent rate.

Darby: Yeah, I mean, there's a couple of very high level things that we've learned over the years. I mean, these are just general for any landing page that you would you would see out on the marketplace. First of all, make sure that the landing page message aligns with your marketing message. So if I see that ad on Google, or I see that ad on Instagram, or Tiktok, or wherever it's going to be, there has to be some continuity with what drove my initial interest than what I see on the page. And I would say, in a lot of cases, marketers do a good job of that. But I think we've all seen those cases where you click on an ad, and is this the same company that this just doesn't make sense. So be very clear that your landing page copy and your ad copy are in line? I think the second, which we know for sure, is the call to action, because at this point, we know what user has interest, bring that above the fold, that's a really, really important thing, especially for users that might say that, you know, some will require more information. So they're gonna want to go deeper, some will want to have a, I just want to actually start to action. So bring your call to action on top. The third thing we say is, you know, keep it authentic. Keep it authentic to your brand, keep it authentic to your tone, I don't think landing pages are there to replace anything that your marketing departments already doing. But just be consistent with, you know, your brand colours or imagery or tone. So that you've got that continuity on your landing page is not that thing that's just sits out here. It's actually part of the overall story. Its job, though, is to convert, but I think its secondary job is also to make sure that it's continuity from a marketing message. A few other things, you know, keep it fast, make sure whatever you're doing, if you're driving stuff to a landing page, it's got a load quick, it's got to be really, really fast, latency is going to be a thing that's going to kill you. So whatever service you're using, make sure that they've got speed and top of mind in terms of delivery of your content, because that's really critical. Design for different devices. Well, you know, we're in a world of desktop and tablets and mobile. And so just be very mindful as you're building a landing page. How is it going to render on all three of those because you know, users today, we don't get to tell users anymore, how they want to interact with us that they're going to choose. And so we've just got to meet them in the right area. And then last, and most importantly, is, you know, test and iterate, do a B testing, do multivariate testing, or come to Unbounce and use smart builder. And we'll do that for you. But no, it's you know, you got to continue to test your landing pages, what works today may not work tomorrow, and so you do have to continue to innovate on top of it. And then maybe the last one is keep the call to actions, probably to one, I think, you know, some of the worst landing pages are the ones where you're trying to do too many things. And that's going to be really confusing to the user. You know, lead them down that journey, get crystal clear on the one action you're happening, maybe there's a second, I'll be really, really crystal clear on what you're attempting them to do and try to remove any of the other clutter. That's why we think landing pages are still an important piece of the marketers toolkit, as opposed to your website, because your website is likely designed to do something else than maybe what your landing pages

Mike: Definitely agree. I mean, I think people who aren't building dedicated landing pages are missing out because you can achieve a much better conversion rate, if that's what you're designing for. Yeah, and I guess my my next question is going to be so how do I know if I've got a good conversion rate? What would be a good conversion rate for a landing page?

Darby: That is a absolutely great question. And you're the answer is it's it varies. And it depends. There's always a caveat to that. But this is by far one of the most common questions that we get from our customers. Is the rate that I'm seeing a good conversion rate or not a good conversion rate. And, you know, as we said, we call it it depends. So one of the ways that we've tried to address this a few years ago, again, we started to look at all of the data that we had over the past 10 years and said, Could we create a Do we have enough intelligence to start to give what would be good industry conversion benchmarks across different different industries. So We produce a product called our conversion benchmark report. It's available on Unbounce. And it just talks about conversion rates that we've seen across different industries. So for example, you know, media and entertainment industry, on average, you'll see about any percent conversion rate, finance insurance, you know, is going to be over six, SAS is around three. And we have a report, though, that actually captures this across all industries. And we continue to produce that report annually, keep it refreshed, keep it update, and we use the data across our entire ecosystem to, you know, help marketers understand this is what we see as a benchmark. Obviously, we want you to beat the benchmark, we continue to go from there.

Mike: That sounds like an amazing resource, actually. So I'll go take a look at that. I mean, I've certainly seen very variable conversion rates, I mean, from client to client, we'll have some clients in a sector Well, there are achieve, you know, relatively low single digits, we will have other clients will achieve 20% conversion rates around particular campaigns. And I think it's, it's always hard to give an exact number. But it's great to have industry benchmarks, at least it knows where you should be aiming.

Darby: Yeah, 100%. And I would definitely encourage your listeners, go to the Unbounce website, look for our conversion Benchmark Report. There's great information in there, we have a lot of thought leadership information on our website. You know, I would definitely encourage your listeners to go check out some of that stuff, because there could be some some really good information in there for them.

Mike: Perfect. I do have one other question around numbers, because I've noticed that you've got some other features like pop ups and sticky bars, which haven't always had the best reputation. So I mean, when should marketers use features like pop ups? Is there a rule? Or is there cases where you've seen it working?

Darby: Well, the think the key there is you've got to be really, really cognizant of when you're going to disrupt the user and throw something in front of their face, especially when they land on the page. So I think you've got to be really clear around, you know, the, why am I doing it. And then second, you know, you've really got to test it and make sure that it's there. And so some of the things that we see, when you're looking at, I don't know, a new white paper as an example. And it could get buried on the page. There's that moment in time or a pop as a good reminder to go. Okay. The other thing too, is depending on your ad copy, if you're looking at different long form stuff that's coming in, and then you're going to the landing page, there could be a hey, you know what, if you came in on a certain link, we see that that a user has a propensity to do this, that might be better to manifest it within a pop up. But the key there is you've got to be really clear, because I'm most of us don't like pop ups, I think done well. They can be really, really effective tools. But if it's just you know, hey, we want to throw something out, to just try to get as many emails as possible without really thinking through it. I think it's going to damage your brand more than ever possibly would help.

Mike: Yeah, I think we've all been to those sites that as soon as you scroll, you get a pop up asking you to subscribe, and then get rest wherever you go. Yeah, it's not it's not a good experience, making it work at the right time. For sure. Yeah. Yeah. So I'm interested. I mean, obviously, you know, are they your response responsible for the product, you are also involved in promoting? Unbounce? So when you promote Unbounce, what works for you? What are the best marketing channels?

Darby: Yeah, I think, you know, there's the standard marketing channels, we have an amazing marketing team at Unbounce, that optimises, you know, all of our spend across all of our different paid channels. And like every other marketer, you know, we are a product lead growth organisation. And so you just got to go out there and do some targeting. Word of mouth is incredibly big for us. Same thing with SEO people doing a search for landing pages and the education of being a thought leader. We do pride ourselves on trying to provide information back to the community on how to grow because we think, you know, a lot of the industry grows, then, you know, as they often say, title but all boats. So we do really want to have that key leadership position as thought leader. So word of mouth is very big for us. Then we do some other stuff. We have a really robust affiliate programme. We work with our agency clients who definitely are number one fans, you know, I'm building on behalf of their customers. And going into 2023, we're really going to start to think about a partnership model, which is how do we start to look at our toolkit, both used within our environment and use outside of our environment, to help marketers who might be using other tools or other workflows, but could use some of the aspects of our toolkit, more of, you know, an API licencing type model. So we you know, we grow like a traditional B2B business would paid marketing, word of mouth, thought leadership, affiliates, partnerships. It's kind of you know, the big Big trucks.

Mike: That's interesting sounds like, you know, are you doing paid marketing to get conversions a lot of what you're getting word of mouth and things like that. That's actually a very long term marketing strategy, you know, that's built on. I mean, fundamentally being the brand in the landing page space, I guess.

Darby: Exactly. And that really comes from the roots of the founders, who, when they built, you know, Unbounce, really focused on the marketers, really focused on thought leadership, and really focused on how do we move the industry forward. And we want to continue doing that, because it's been very effective for Unbounce. And we're going to continue to do that forward. And, and we know when we do that, it helps our competitors as well. And that's okay. Because, you know, it's the industry of landing pages that as you said, you know, I think more marketers should be using landing page products to get better conversions.

Mike: Yeah, and I'd say sounds great. It sounds like it's this overnight success that's actually been built over a huge number of years. It's, it's awesome to see how you've built that momentum and that reputation.

Darby: Yeah, and we think, you know, now we've got a new challenge ahead of us, which is not on just the creation side. But now is the conversion side. And we are really investing all of our time and energy around. How do we complement the marketer with AI and ML tools. So we don't believe in a world where the machine who's going to replace the marketer, we think this is a connection of the marketers know how and their instincts and what have you complemented with strong AI and ML practices and the to go hand in hand, because we can be right in a lot of cases and other cases, there are those nuances, but we can learn on those nuances fairly quickly. So we really do believe in a world of how do we marry the two together to make one plus one equals three, it's not the machine is going to come in and just you know, figure it all out? No, but the machine can really help the marketer get faster on acceleration and optimization than trying to do it on their own, or trying to do analysis within an Excel spreadsheet as an example.

Mike: No, I think we've all used too many Excel spreadsheets for sure.

Darby: It's still one of the greatest tools, though, for for a marketer, Excel has continues to be a good tool, I guess, in some aspects.

Mike:  Oh, absolutely. Absolutely. I think everybody, everybody uses it more than they'd like, but value of that more than later myth as well.

Darby: Yeah, I agree.

Mike: So one of the things I mean, obviously, you know, you've had a, perhaps a more business focused career than a marketing career, but you've always seemed to have been involved in in marketing and one aspect or another. So what do you like about marketing, what's drawing you back into the world of marketing.

Darby: So for marketing, well, I've always been passionate about the space. And I've been very passionate about the small business space. And part of it comes from the roots of growing up, I grew up in the standard, middle class, lower middle class family, both my parents were entrepreneurs, in what I witnessed firsthand, and why I think it's really, really important to help marketers out was, you know, especially in the small business marketing area, these marketers are putting in money, and they do need a return, but it's really tangible, this is going to be the return that's going to put food on the table for their kids or send them to university. And, you know, as we've seen, in marketing, in a lot of cases, sometimes there can be a lot of misconceptions, and people, you know, just trying to get people to sign on the dotted line. So I've always had this view of the small guy is at a disadvantage, because they don't have the big data sets of the big companies, they don't have all the resources of the big companies. And the risk profile of ROI not panning out actually has more of a meaningful impact. And so I've always looked at how do we level that playing field to give the small and medium sized businesses the same leverage, and the same access to the toolkits that the large guys get access to?

And I'm not saying the large guys are doing anything wrong or bad? That's not it? I mean, we know how it works. But I think there's always been that underlying, you know, I saw what happened in my own family when marketing didn't work, and the impact that I could have, and so that's where I've always been passionate on is how do we democratise this and make sure that everybody has equal footing to the toolkits in the leverage to be able to use it? And then of course, you know, great run companies, whether they're small, medium, or large, or are just going to continue to go from there. So that's kind of the thing that's always driven me and why I've always been appeal to marketing and I like this notion of done right. The consumer wins because they get to buy something from the business. The business wins because they of acquiring a customer or they retain the customer. And it's just a good synergy when that magic happens, where I pull up my credit card, or my cash or my debit, or whatever, and I buy that thing, and it's delightful. You know, it's, it's, I think it's a great experience to see that happen, because it's both sides that are gonna win.

Mike: I love that concept of levelling the playing field, it's almost like what we hoped the internet would be like at the start, where it's all down to quality of product or quality of company or quality of marketer. But as it turned out, the big companies got big tools and lots of data. Now you're coming in and loving that playing field? I think that's an awesome concept.

Darby: Yeah, we think it's, it's going to be beneficial for all stakeholders in the ecosystem, both the consumer, and the merchant, and some merchants who are B2B, it doesn't matter, their consumer happens to be a business, but it benefits all sides of the ecosystem. And anything we can do to help that out, we think is a good thing.

Mike: So awesome. I'm interested, if you were talking to a young person who was thinking of marketing as a career, would you recommend that?

Darby: I would, I think I think marketing has been around, almost since the beginning of commerce, I don't think it's going to go anywhere, it is an industry that evolves, changes, you're never going to get bored. It's constantly in an evolution mode. So I think if you're looking for something incredibly challenging is there. But also marketing is starting to become very technical as well, you know, and all the data points that are behind it. And there's so many segments of marketing, I mean, whether you want to go into being a tactical numbers driven marketer or brand marketer, but really, you know, both of those interconnected together great brand, great storytelling, great mission, great vision, combined with really tactical marketing plans, there's just a synergy that can really happen there. So I think marketing is an interesting field, because there's so many directions that a young person can go, that could really align with their passion, whether they're more creative, or whether they're more, you know, numbers focused, or whether they're more technically inclined. marketing as a category can fulfil the dreams of a lot of different individuals based on what they want to do. So I think it's an exciting career. And we know marketing is not going to go anywhere, there's always going to be businesses that are going to need the market to get more consumers and businesses buying their product.

Mike: I think that's great advice. And the the range of opportunities. You're absolutely right is bigger than it's ever been that sort of some one of the things I'm interested in from you Darby is, you know, have you ever been given the great advice or marketing? What's the best thing that you've been told?

Darby: Yeah, that is, that is a great, that is a great question. Probably the biggest piece of advice that I found, or or one thing that I've kind of learned time is lots of experiments. Some are going to work, some are not going to work, you almost can't do anything wrong, because it's all a learning step and a learning journey. And so I've had some, some great bosses in the past, that's, you know, don't take everything so seriously in the context of, you know, no, we're not going to go and spend $10 million without having some validation. But if we're going to spend $1,000, to figure something out, you know, let's, let's make that happen. But really try a lot of different things. What may have not worked a year ago, could work today. So in some ways, you just almost need to unlearn the stuff that you've learned in the past, and then apply it going forward, because things will always constantly change. So I think marketers need to always challenge their assumptions, keep moving forward, fail really, really quickly. We live in a great environment now where you can doesn't cost you a lot of money to get some initial sense, are we going in the right direction. And if you are, you throw a little more at it than when you've got the real confidence. You throw the big, big money behind it, and you go, but test fast, don't don't, don't be afraid to fail, because even the failures depending on how you define them are probably not failures are actually good learnings that you can just apply somewhere else. And don't take it too seriously. Like, it's serious, but don't take it too serious. We're not you know, marketers are not doctors, patients aren't gonna die on the operating table. If we do something wrong. You know, it's just going to be degrees of of right. That's what I would call it.

Mike: That's awesome advice. I love that. I'm mindful of time. You've been very generous with your time today. Is there anything else you feel we should have covered?

Darby: No, I think we covered a lot. I mean, I would say you know, to all of your listeners for the ones that use landing pages, if they if they haven't experienced our spark builder product, test it out. They got a 14 day trial. Don't doesn't cost you anything, test it out, we think there's some really interesting stuff there. And then for all the other marketers that may not be using landing pages, whether they think Unbounce is the right product, or whether the the other companies out there that do it, give some thought to how you might want to, you know, test these things. Because done right landing pages can really extend your marketing dollars, and they're not a replacement, they really are just an extension of what you're doing. And if you've never used them, you know, I would try to find the time to at least give it a proof case to say, will it work for us? Or will it not work for us? What we see in most cases it will work? I think our competitors would probably say the same thing. So that would be my advice to to marketers.

Mike: Actually sounds like good advice. Just go try it, whatever it is, and see if it works. Yeah, exactly. I mean, thank you very much for your time again, Darby. If people have any questions, or would like to follow up anything you've said, Is there a way they can contact you?

Darby: Yeah, absolutely. You can easily find me on LinkedIn. If you do a search for diabetes, even you'll easily find all the locations on the internet that you can you can tackle me. You know, or feel free to just drop me an email. My email is darby@unbounce.com. Really easy. Happy to hear from from marketers. Yeah, that'd be your have your have your listeners reach out. We'd love to learn more about what they're up to.

Mike: Thank you so much for that. It's very kind of you to share your your email as well. I mean, this has been a great conversation. I hope everyone listening will you know, take away the idea that they should go out and they should try different things and try and improve their landing pages. And obviously, hopefully, some of them if not all of them will visit Unbounce to do that.

Darby: That's you know, we we're ready to we're ready to take them on as clients if they're willing to give us a shot. Absolutely. Thanks.

Mike: That's awesome. Thanks so much for being on the podcast Darby. Thanks so much for listening to marketing B2B Tech. We hope you enjoyed the episode. And if you did, please make sure you subscribe on iTunes, or on your favourite podcast application. If you'd like to know more, please visit our website at Napier B2B dot com or contact me directly on LinkedIn.


A Napier Podcast Interview with Terri Delfino - FormAssembly

In the latest episode of Marketing B2B Tech, we interview Terri Delfino, Chief Marketing Officer at FormAssembly, an online form builder.

Terri discusses what makes FormAssembly stand out amongst its competitors and how marketers can integrate forms into their marketing automation and CRM systems like Salesforce.

Terri talks about the importance of branding forms, and how features like pre-fills give customers a better experience. She also shares details around the need to be compliant with legislation, such as GDPR, is driving more people to tools like FormAssembly, where it is harder to make a mistake.

Listen to the podcast now via the links below:

Transcript: Interview with Terri Delfino – FormAssembly

Speakers: Mike Maynard, Terri Delfino

Mike: Thanks for listening to marketing B2B Tech, the podcast from Napier, where you can find out what really works in B2B marketing today.

Welcome to B2B marketing technology, the podcast from Napier. Today I'm joined by Terri Delfino. Terri is the CMO of Form Assembly. Welcome to the podcast, Terri. Thanks, Mike. Thanks for having me. Thanks. It's great to have you on. I think, you know, what we always like to do first off in the podcast is, is find out how you got to where you are today. So how did you build a career that led to becoming the CMO Form Assembly?

Terri: Well, I'd love to say I had a masterplan that started when I was in elementary school, but I'd be lying. I actually started my career in finance. And I thought that would be my career path. And I found myself working in finance at a high tech PR and advertising agency. And they came to me one day, and they said, you have a little too much personality for all this finance stuff. No offence to finance people, I love you. And they moved me into account service, and I never looked back. So I have worked for agencies, consultancies, nonprofits, public companies, startups, mature companies. But I've always, I've always been in high tech since that time, and I've always been in marketing.

Mike: That's awesome. And I love people who've got a background in numbers, I used to be an engineer. And I keep saying it's like, having good background numbers is the best thing you can do for going into marketing, particularly now with digital and all the data.

Terri: Yeah, being able to read a balance sheet and an income statement comes in handy.

Mike: Yeah, I was gonna say, I guess you're, you're always on budget with your campaigns I?

Terri: Well, if I'm not I know how to hide it. Let's put it that way.

Mike: Awesome. So I mean, you've joined a company called Form Assembly? I mean, there's an obvious question here is, did the world need another company offering online forms?

Terri: Well, I don't look at it as another form company, I look at it as having the right form solution. There are a lot of form solutions that come in, within packages, things like Marketo, and your other CRM solutions will have built in forms. But I've never met a marketing person that didn't complain about the form builder in their CRM or something like that. So what we like to do is we offer a no code, easy way to collect information. And then we have built into that ways to make that information. actionable, right, you can share it, you have it in a structured format, you can do more with it than simply collect collected. And when you think about the fact that most of us are either going through a digital transformation or have gone through a digital transformation, collecting information isn't just for the marketing organisation anymore. Anybody in your organisation that is collecting data, is doing it probably in some type of digital form, whether it's, you know, onboarding forms for insurance, or you know, how to get a parking pass, or collecting leads off a website.

Mike: That's interesting. I mean, you talk about data, and I guess being European, one of the big things we have in Europe is is GDPR is one of the things driving better form tools and need to be compliant with legislation is is that something people are looking for from suppliers like Form Assembly?

Terri: Absolutely. And we pride ourselves on our security functionality, not only do we have encryption, and we have physical methods within the product, we have HIPAA compliance, GDPR, GLBA, sock two, all of those things to ensure that we are treating your data, when we are being stewards of it in the in the best possible way with regards to security, compliance, and privacy and data stewardship is actually in our mission. And it is one of our tenants, we believe, and this is something we can get into more is that when someone shares their data with you, they're not transferring ownership of it to you, they're loaning it to you. And it's incumbent upon the organisation, whether it's a not for profit, whether it's a for profit organisation, to be a good steward of that data.

Mike: And so can you expand a little bit on how you make sure that happens? You've talked about security, but you also making it easy, for example, to gain consent for GDPR?

Terri: Absolutely, so we haven't built into the product so that the things that you have to know about the things you have to be aware of those things are standard in their rules in the product. So you it makes it harder to make a mistake.

Mike: Oh, that sounds great. Harder to make a mistake. Sounds like a very underrated feature there.

I'm interested, you know, so obviously, people are using Form Assembly to gather data. I mean, presumably, typically, what they want to do is then put that data into some other system. Can you talk a little bit about integration and what you do to enable Form Assembly to work with other systems, whether it's marketing automation or anything else?

Terri: Sure, sure. We have over 30 off the shelf connectors as well as an API for building specific ones. And probably the thing we're best known for is our Salesforce integration we have, I will say, I'm biassed, but we have the best Salesforce integration. And we have over 305 star reviews in the AppExchange. to back us up on that. So, again, that is a part of, of why would you need, you know, a dedicated data collection platform or form building solution. And that is because getting the data is only half of it, and you want to get it into the systems you use most and make it actionable.

Mike: I think that's really interesting. I mean, Salesforce, they don't Okay, as a business, you know, they're pretty successful. A lot, right? Like their chances. Yeah, yeah. Unfortunately, the forms, you know, I totally agree are not the most fun part of the system. So how have you managed to integrate to make that so seamless and make people so happy with the integration?

Terri: We started this business in 2005. We've been at it for a very long time, we have Salesforce experts in house, we understand the Salesforce environment, and it is our business, it is the it is the one thing we do so we dedicate ourselves to making that as simple and seamless as possible.

Mike: That's really interesting, because I see with some, you know, marketing technology vendors, you know, it's like, we built an integration with Dun, it sounds like you're doing a lot to continually optimise and improve that. And certainly, you know, you've built this reputation around Salesforce. So I guess that's a key part of your business.

Terri: It is it is continuous learning. And continuous improvement is not just, you know, it is something we do throughout the organisation. It's something we do in our marketing organisation. And, you know, our product, and our engineering teams adhere to it as well.

Mike: Cool. So, I mean, presumably, you're using a very wide range of different applications, do you want to touch on a couple of areas where people liked to use Form Assembly and why they feel that that Form Assembly is so much better than using Salesforce forms or whatever other system, they've got their built in system?

Terri: Sure, well, some of the ways you know, we use it right. So we use it every day in our organisation throughout internally and externally. Externally, we use it for things like Event registrations, contact forms, all of the forms on our website or in Form Assembly, downloading content waivers, e sign double forms, you know, things that require signatures, legal documents and things like that. Internally, we use it for all of our marketing requests, we use it for event planning, onboarding, and training, just collecting things like travel information to build travel profiles. And then of course, internally and externally, it's things like feedback, forms, quizzes and surveys, meeting planning, so So it also, not only is it easy to use, right, you can get up and running, you don't have to get it involved, right, you can build forms and start, no code, just get going. The joke is easy as a caveman can do it. For me, it's easy as a CMO can do it, if I can do it, trust me, anybody can do it. So not only does it make things easier to use, it also helps, you know, eliminate or reduce the reliance on other tools, you know, you don't need things like an event planning tool or a survey tool, or you can do some data analysis and get feedback on your forms, without bringing it into a spreadsheet tool or something like that. So it helps reduce kind of that, that martec footprint, which as we know grows almost on a daily basis. Sometimes I feel like it just grows by itself.

Mike: No, absolutely. I'm intrigued. You mentioned about gathering feedback and things like that in terms of internal uses. I think as marketers, we're often you know, really focused on how do we get customer data, but I'm really interested in do you have some examples about how you've got data internally, that's really helped you improve projects or, or create campaigns that perhaps wouldn't have been so successful without involving some sort of formal feedback or data input mechanism?

Terri: It's an interesting question.You know, so we're involved in a product launch right now. And when this product launch is over, not only are we using our form in our product launch, we will send a survey out to all of our internal, all of our internal teams, and how was that launch experience for you? Did the sales team have everything they need? Was Customer Success prepared? Did product feel that product marketing? Did it share the work, right? Just to get that feedback internally? We use it we use it all the time.

Mike: That's awesome. Because I think a lot of marketing campaigns that run people look at results and move on, there's not necessarily a lot of an analysis about how well the campaign that was executed, whether there could be improvements. So it feels to me like making that data collection easier. is one of those key obstacles you've got to overcome in order to be able to collect that data. I mean, is that your experience?

Terri: Yes. And there's there's ways so not only does the data about the campaign help, but we help make your forms more successful. Right. So we have improve your odds of good data collection. So not only do we have rules in to help you design better forms, but we make it easy with things like dynamic picklist, and conditional fields and payment processing and pre fills so that your user is having a better experience, right? How often do you get to a form? And you're like, hey, know this information about me? Why do I have to fill it in again? Or I just filled this out on the previous screen? Why do I have to do it? Again, they know who I am with pre fills and things like that. You don't have to refill information with conditional fields and dynamic picklist and things like that you can select your choice, or based on your answer, more areas of the form will filled up. And if you don't answer the question in a way that makes that form, expand, you don't have to deal with it, you don't see this long, daunting form. So our users find that not only do their their or their customers happier, their employees are happier, because it's easier to build. And it's a better experience. Plus, we provide data about the form, right? How many form completions did you have? How many times was it abandoned? How long did it take people to fill out your forms? So that again, you can get to that continuous improvement? Because we all know, if you don't, if you don't give a good user experience, and you don't capture people, and you don't keep them moving? You're gonna lose them?

Mike: No, I mean, I love that I'm just intrigued with, you know, you're saying about building rules and functionality to make it harder to make mistakes? What are the typical mistakes you see people making when they build forms? And what have you done in Form Assembly to try and prevent that happening for your customers?

Terri: Well, some of the things that that I just mentioned are sort of how we help from a structural building the form point of view, but in general, you know, thinking about the user experience, I say that at least five times a day, you know, and how would this this work for a user? And what would a user think if they were doing this, right? So just we all fill out forms all the time, right? If you shop online, as much as I do, you know, a lot about forms. So you know, how would you feel if you had to fill out this form? Try it for yourself, see how that goes? What information do you absolutely need? What information? Can you pre filled? You already know? what information you know, is are you going for nice to have? And maybe that's a progressive profiling thing. And you don't need that right now. Do they know who they're talking about? Have you branded the form is it customised? Again, and it's also considering security and compliance so that you are being a good steward steward of that data from the time it comes into your possession?

Mike: Yeah, that's really interesting. I love that kind of branding. I think that's something that's often forgotten with forms, because typically, most form builders, it's really hard to do. But I think it's quite important, you know, people don't like going from, you know, maybe a really glitzy marketing page into a form that is just not branded. So I love that comment. That's great.

Terri: Yeah, you can launch our forms, right, within a webpage? That's really cool. I'm interested about where Form Assembly really shines is is there a particular either application or feature that you find people keep coming back to and go? Just absolutely love it? Because it does this? That's a good question. You know, as I said, I'm sort of new with the company. And I haven't really spent as much time with our customers as I'd like, I do know that we're really strong in higher ed, in financial services, in health care. And that is one part because of our data security and our integrity. And also because of our ease of use and friendly approach.

Mike: I mean, that data security thing, I think, is really interesting, more and more. And we should have been considering this for many years. But I think more and more people are getting more focused on being fully compliant with regulations. Whereas perhaps people have been a bit sort of loosey goosey in the past. There are a lot of driving factors there.

Terri: And you know, I remind my team about all of the all of them on a regular basis. We all know GDPR, and all of those things, and there's carrot and stick, right. And that's definitely the big stick, those penalties are increasing, and they're getting more serious and different regions are developing their own requirements. So it's time to take notice. And as we all know, the threat landscape increases every day, right? Every time the good guys find a way to block the bad guys, the bad guys find a new way in so you've constantly got to be up to speed and up to date on security practices. And you have to work with vendors who are too. But there are there are other things more and more people are voting with their data and voting with who they trust. And they don't want to work with companies that aren't being good stewards of their data. And we see this specifically, especially in millennials, they also want to do business with companies who do good, right? It pays to do good it pays to have good practices and when you're when you're doing that it became become a competitive differentiator for you.

Mike: Definitely, I mean, I think you're absolutely right that people are are using their data as a source of power with with some kind companies. And that's because the data is really so valuable and the things that people are collecting. So I definitely agree with that I'm really interested in, we've established that value of the data. What can B2B marketers do to improve their forms? And ultimately, I think for, for most B2B marketers, it's primarily about improving completion rate, but also about getting richer data. I mean, what can they do to try and achieve those two goals?

Terri: Well, I think, you know, when you work with a technology that gives you flexibility, and gives you the ability to do some advanced capabilities, you can do things like progressive profiling, right. And when you couple that with a pre fill, so when you come to my forum, all you have to do is look at it, all your basic information is already there, you know, it's already right. So maybe I have the opportunity to ask you another question and get a little bit more information about you. And because you didn't have to fill all that out, you're going to feel better, and you're going to feel more open to sharing that information with me. And you also, you know, again, going back to what you said, you're on a branded form, you know, Who you talking to, you don't feel like you just got passed off to something you don't recognise. And it's also personalised. Right. So I know, you know who you're talking to.

That definitely, I mean, another thing I'm interested in is obviously Form Assembly has the ability to, to a B test. I mean, how are people using a B testing in forms? Is that something that's widespread? Because you hear a lot about it with, say, landing pages or emails, but much less about the form itself? Well, I if they're not doing it, they should, because it's a huge opportunity. Because how often do you get to that form, and you're like, oh, and you go on, you know, you just move on, you're like, I'm done. I don't want this that bad. Whatever it is, I don't want this that bad. So again, there's a million things you can do with design, right? How we perceive things visually how we take things in matter. So always adhere to those best practices for design and try things try. What level of information can you get away with? How much should you be trying to collect at a time? Look at those form, fill stats and see, right? Are people abandoning my form? And where do they abandon it and use that to try to shorten it and try some different things?

Mike: That's great advice. I mean, I think, I think the obvious thing that now, you know, a lot of people were thinking is, but it's my for many good. I mean, what is a good conversion rate? Is there a good conversion rate? Or is that one of those questions you really can't answer?

Terri: Well, you know, I could give you numbers, I could make some up I could give you depends on who you ask, right? Everybody's got an answer. But to me, it goes back to what you just talked about, about AB testing, what is a good response rate, better than you had last time, right? Because you should always be testing, you should always be trying to continually improve, you should always be looking at the results of the campaign results, the form results, the programme results, the feedback, and, and tweaking and little tweaks can make a difference. And using the advantages that forms give you such as pre fills, and, and conditional fields and picklist, and things to try to make your forms easier. So I believe in continuous improvement, so better than the last time is, is I think, the best rate to have.

Mike: That's a great answer. So just keep getting better. I love it. I'm really interested, actually. I mean, obviously, you're you're fairly new in the role as CMO. But what do you see as the main way you can impact the growth of former assembly? What do you see as being the things that are going to drive more users?

Terri: Well, I, I really want to see us and we will be leaning into this notion of data stewardship, and being good stewards of the data and and raising the profile of data collection within the organisation. So typically, when someone needs to build forms, they're maybe a Salesforce admin. And they come and they say, I need to build a form and they purchase our solution. They get up and running there. They're off, they're happy. They're collecting forms, and that's where it stops for them. Right. That's the extent of how they're thinking about it. But I think there's an opportunity for CIOs and CISOs. And IT leaders to think about what's going on across their organisation. Where else in their organisation is data being collected? And what type of governance and oversight do they have of that process? Are those people following good practices as far as security, privacy and compliance? Is it possible for them to have one flexible system of record for their entire organisation that they have governance over to to not only improve the experience but reduce risk for the organisation? I think there's a big opportunity there.

I think that's huge. I mean, we've worked with a lot of clients and we had one client recently that said to us, right, here's three steps, you just do this, this and this, and your form will work with all our campaigns it will feed through to leads you'll have the right data. Yeah, I think that ability to you know, whilst you're giving people the capability to add fields and ask for more information. But the ability to say this is going to guarantee it's going to work is awesome. I mean, to me, that's the biggest challenge with forms. And I think, you know, a lot of us have seen campaigns where people have collected data, and then you've found you've not got the right information. And suddenly, all these potential prospects for this external, that could become sales leads can't because you don't know where in the states they live, you don't have a zip code or a state. So I love that idea of governance. And I think that that's something that is gonna become more and more important, not only in large enterprises, but also, you know, a lot more in the midsize companies, because it takes away. Again, I think that the thing you said earlier that that ability to make a mistake, I love that. Yeah, we, you know, our mission is to help our customers and our in the people we work with be good stewards of the data that that's entrusted to them. And that at the end of the day, is really what we focus on. And that comes from the top that comes from our CEO.

Mike: That's great. We've talked about the systems as well. And I think we've talked a lot about Salesforce, because I think that's where form assemblies really known to be, you know, if you'd like one of the favourite products is somebody using Salesforce and natural thought is phone assembly for the forms. But what other systems do you interface to, I mean, it give us an idea of the kind of range of different things that that you're able to feed data to?

Terri: Sure, well, we have marketing automation systems, Pardot, things like that. So that's, that's critical, especially, you know, you want that, that that triangle between your data collection, your marketing automation system, and your CRM, payment processing, such as stripe and PayPal, so that smaller businesses especially can use those forms to actually do commerce, tools, like survey tools like MailChimp, and things like Go To Webinar, WordPress, Drupal, all those types of applications where you might want to move data to, in your, in your process to again, not just collect it, but make it actionable.

Mike: That's, I mean, that's awesome. That's such a range from, you know, surveys through to payments through websites, CMS is so it shows I think, what a lot of efforts got to go into to produce a form product that's going to work in all sorts of different environments. That's amazing. I'm, I'm aware of time, I just want to ask one quick question this this is, I think the killer question, you know, how much easier is it really to use Form Assembly rather than using Salesforce or Marketo. And I think maybe this might need a bit of a bit of explanation, because maybe some of the listeners haven't tried to build a Salesforce form.

Terri: Well, I've never tried to build the Salesforce form either. And I think that's because the prospect of it just seems so daunting. So I think just by the fact that I was willing to try, it will tell you that it is easier. One of the things that I think is wonderful having been in an organisation where you've got this great new solution, and you really want to get up and running, and you're just waiting for it to give you that time. So you can get going, we take all of that out. So it's a no code, easy to use solution where you don't have to get it involved. But yet you get power above and beyond some of those sort of built in form builders that you may get with some of your applications. So like I said, so easy, a CMO can use it.

Mike: And that's got to be a recommendation. I love that. Thank you so much for your time. I really appreciate it. Terri, is there anything else you feel we should have covered or anything I should have asked?

Terri: Well, we did touch on it a little bit. And I think I mentioned it a couple of times. But we really have this commitment to data stewardship, and we are a cybersecurity champion. And we are kicking off a campaign to help educate organisations about the need to shift from data ownership to data stewardship, and why that is so important. And again, it goes back to this feeling that when someone shares their data with you, they are not giving it to you, you have a responsibility. All organisations have a responsibility to the person who shared that data, while it is in their care. And we want to help organisations be good stewards of personal data. We have a lot of resources on our website, webinars, infographics, white papers and things like that, to help them sort of learn about the tenants of data stewardship and why it matters. And, and as I said, it can become a competitive differentiator for your organisation.

Mike: Oh, that's great. So I'm sure a lot of people want to go there and learn more. I mean, if anybody's got a question or would like to contact you, what's the best way to get ahold of you? I have an idea. It might involve a form.

Terri: Exactly. Just come to Form Assembly.com. Fill out any form on our website, and we will get back to you because we will have that data right exactly where we need it when we need it.

Mike: Thank you so much for your time. I've really enjoyed the conversation. Hopefully, people listening to this are going to think a little bit more about the data and not think about owning other people's data but thinking about data stewardship. I think it's a great a great concept for everyone to think about.

Terri: Thanks very much for being on the podcast, Terri. Thank you for having me. I appreciate it.

Mike: Thanks so much for listening to marketing B2B Tech. We hope you enjoyed the episode. And if you did, please make sure you subscribe on iTunes, or on your favourite podcast application. If you'd like to know more, please visit our website at Napier B2B dot com or contact me directly on LinkedIn.


A Napier Podcast Interview with Mike Roberts - SpyFu

In this podcast episode we interview Mike Roberts, Founder and CEO of SpyFu, a search analytics tool offering competitor keyword research tools.

Mike discusses how the tool leverages search data in real time, providing users with the data to build informed and successful campaigns for both paid search and SEO.

He also shares how the tool provides insights on multi-lingual campaigns, and how users should view competitor data to successfully influence future marketing campaigns.

Listen to the podcast now via the links below:

Transcript: Interview with Mike Roberts – SpyFu

Speakers: Mike Maynard, Mike Roberts

Mike M: Thanks for listening to marketing b2b Tech, the podcast from Napier, where you can find out what really works in b2b marketing today.

Welcome to marketing b2b technology, the podcast from Napier. Today, I'm joined by Mike Roberts. Mike is the founder and CEO at SpyFu. Welcome to the podcast. Mike.

Mike R: Thanks so much for having me.

Mike M: Well, I mean, you started a marketing technology company SpyFu. I mean, how did you get there? What's your career story?

Mike R: Oh, yeah, before SpyFu? Well, I had another software company. And the idea was to take data off the internet and put it into a spreadsheet or database. And it was called Web scraper plus, I would originally describe the product I described what we did as web data extraction, which is like a really nerdy way of describing technically, it was a correct way to describe what we're doing. But our customers didn't search for it that way, right. And so I didn't realise that until relatively late in the game, right, I was making sort of scraping by barely with this business. And then I changed the name from provide us, which is a terrible name, to web scraper plus a very descriptive name, but also a very good SEO name. And when I did that, I like quadrupled my sales pretty much overnight. And I was like, dang, I wonder if there's something else, something else that I'm missing? Are there any other keywords that I'm too nerdy to think of, that my customers are searching for? So I thought about it, and I sort of built this thing using web scraper plus, right, like, originally, I just like whipped together this prototype of SpyFu, to see if I could to see if I could spy on people's keywords, right. So you can type in a domain, one of my competitors domain and see all the keywords they buy. And the way to do that is to is to scrape all of Google just do millions and millions and millions of searches. And then you could kind of do like a reverse search of it. That's where that came from. I built it to solve my own problem to solve my own kind of nerd curse of knowledge. We call it right, if you have your own company, or if you're in a space, you sort of think of it in different ways. You think of like low fares versus cheap tickets, this kind of this kind of misconception, right? And that's what I solve for myself and ultimately solve for lots of people. Before there was SpyFu. There were no other products like our product. We're kind of the Oh, geez. Awesome. So I'm you kind of hinted at what SpyFu does, but can you give us a brief summary of exactly what the products doing what problem it's now solving? Yeah, you can type in any keyword into SpyFu. And you can see every keyword that they have ever bought on Google, every organic ranking, that they have all their ads, and their their entire ad campaign and organic search campaign, from beginning to end. What's interesting about that level of history of like 15 years of history is that you can see the very first ad like 99% of companies haven't been advertising this long, haven't had a campaign this long. You can see every iteration they've ever done, like, you know, 100 of them, it's so that you can see you can learn from people's mistakes, I don't mean to suffer through them yourself. You can also see this for your own SEO campaign or anybody's SEO campaign. So you can look back in the past, kind of like having your Google Search Console, but for any number of years, right? And not just for your domain. The beauty is, you know, you have these tools, Google Search Console, or Google Analytics, or Google ads, you have these for your own domain. But SpyFu gives these things to you. For anybody's domain, your competitors are primarily who people want to look at. Right? But you can also use it for things like partners or potential acquisitions or whatever.

Mike M: That sounds cool. So are you still doing it the same way? You still basically feeding these searches into Google and seeing what comes out?

Mike R: Is that the the approach the tool uses, broadly speaking, yeah, I mean, every piece of data that you can see on SpyFu is auditable back to a screenshot of the search engine result page. Right. So going back, we have SERPs from 2008. And you can see you know that somebody's been advertising this is really important. Because sometimes what we say you might not believe, right? We're saying, Look, this is a keyword that you're you're buying, you know, you're matching on this keyword, you're paying for this keyword, and you don't realise that you're paying for it. And so you might say, No, I'm not, I'm not buying that. It's like, yeah, look, it's right here. Here's the screenshot of it. So that's important sometimes, especially if you're talking to your customer, you want to be able to prove to them that you're speaking the truth.

Mike M: That's interesting. So is it really for SEO specialists? Or do you see anyone using Google Ads benefiting from SpyFu?

Mike R: Yeah, so we have customers from you know, huge mall.

I'll type billion dollar fortune 500 companies all the way down to startups. And we have agencies and we have professional marketers and everyone in between.

Mike M: So presuming it's really simple, you just put in a search term or a domain and SpyFu gives you results. Is it that simple?

Mike R: It is. Yeah.

Mike M: That's awesome. I mean, one of the things I'm interested in is how do you know what people are searching on and where people are advertising? presuming you have to work on generating millions and millions of different searches? Is that something that's complicated? How's that driven?

Mike R: Yeah, so we can get some first party data Clickstream data, if you will, about what people are searching for on the internet. And we can also like supplement that data with data from Google, right? So that historically, we've used a lot of keyword planner or keyword planners predecessor to sort of, like when I first did this thing, I think, for the prototype, what I used was Google suggests, so I would just start with a few seed keywords, and then type those into the Google Suggest right, and then scrape those ones, and then push those ones in and keep going and going and going, basically, recursively until I had a huge list, obviously, now we've got more sophisticated methods, and we literally can see what people are searching for in real time. And and we leverage that probably more than anything else. But we combine quite a few sources. Everything's really sophisticated, you know, as you can imagine, many, many years and many iterations into it. i That's fascinating. I mean, Are there limitations, though? Because it's quite hard to generate the whole universe of searches, does it cause you a problem? For example, when we look at foreign language, Google engines, for example.

Does it causes problems? I mean, it's challenging, in a sense, because I only speak fluently, I can read a few different languages pretty well. But like just QA ng things when you're kind of at the top level, trying to try to make sure that everything's working right. So as far as I know it works fine. But I would bet that we have, just like Google, we probably have better results in English than we do in in other languages.

Mike M: probably makes sense. Well, they've presumably, you've got a lot of happy foreign language customers, though.

Mike R: Yes, for sure. I'll give you an example of that, right? Like one thing that we do that's quite useful as you can type in a keyword and you can see all the questions that are related to that keyword, or you can type in a domain and see which which questions they rank on. And this is really useful for sort of topic drill downs, when you're building like a piece of content, maybe you already have one, and you just want to sort of make it better, right, just start answering questions. It's really easy. And so SpyFu gives you all these questions that people are asking, well, the process of figuring out how to identify what is a question is a very linguistic thing. And it requires sort of specialist knowledge of the language specialist in the sense that you speak you understand it. So that's one thing where it's sort of difficult to figure out what a question is when you don't speak the language. And you know, we have a process for this, and we figure it out.

But we have a way to scale it. But as you kind of get to the edge cases of languages, it's more difficult,

Mike M: is really interesting. I mean, another area, I would guess is quite hard as well, you have very long tail keywords, does it get hard to estimate things like, you know, how many searches and how much the spend is for some of the longer tail keywords?

Mike R: Well, the spend might be quite difficult, because what we get back from Google is, I mean, if you've been in the industry long enough, it's almost comical, how terrible some of the raw data that we get that you can get from like, Keyword Planner, Google ads is it's not great.

Actually, worse than great.

I mean, like kind of the opposite, I guess you'd say. So So that's, that's difficult on those longtail keywords, we can estimate those things we can figure out like sort of like they're they're related keyword neighbourhood, if you will, and and make some suggestions, assumptions based on that in terms of the search volume. Yeah, certainly, if we've never seen the keyword before, but we have so much like, we have so much data, so much Clickstream data and so on. That it, it's reasonable to assume if we haven't seen that it actually has very little volume. And so then we can say, well, it's either zero or like it's 20 clicks or something, you know, it's 20 searches is very small. Yeah, so maybe it's quite noisy at that, that real longtail bid, but over the overall campaign for a competitor, it actually doesn't make a lot of difference. Not really now.

I guess the other question is now, you know, Google's pushing people into responsive ads where you know, ads serve with different headlines, different descriptions. I mean, obviously, you're trying to capture the ad. Does that again, is that some

thing where you tend to see the winning combinations, or how does that work? Typically, we'll see the same ad on many, many different keywords. Right. And so we're taking multiple snapshots, we're just gathering so much information, that when you're looking at actual ad copy, yeah, we've got 20 snapshots per month, by the way, SpyFu is, is real time I talk in terms of per month, but it's just a random timeframe. Everything happens every every five seconds or whatever. But we'll have we'll have like multiple snapshots of the same ad copy. And then we kind of roll that all up and say, Well, here's the most frequently occurring variant. And we usually base that on. Well, we based on the ad copy, but it's more weighted on the actual headline, the number one.

Mike M: Makes sense. I mean, I guess one of the questions is, you know, if somebody tries to SpyFu, I mean, what should they do? Are you saying people should copy their competitors just steal the best ideas? I mean, what's the best way to use SpyFu? To improve your campaigns?

Mike R: Okay, so So the, the most important thing that that I think, takes a second to realise is that the competitor that you immediately think of might not be the one whose ideas are worth emulating, right? So you're thinking, Okay, I've got this direct competitor, I want to know what they're doing. See if they've got Okay, so let's see if they've got something that you haven't. Right. But broadly speaking, the first thing you look at as well, do they have something that I don't? Okay? Have they thought of an idea that I haven't thought of? That's the first thing you want to think of? Right? Okay, so that's my random direct competitor, but may not be really, you know, particularly good at this, you know, this form of marketing, right? But you do want to see if they've thought of something that you haven't, so you do that. But then when you really want to, like kind of like, take your, you know, marketing to the next level, you find somebody that's doing it on a scale that you are, that's worthy of admiration, right. And that may not be your direct and your most direct competitor might be somebody in a similar space. Or it might be somebody that's more like national or global than you are, you might be like, more locally focused, find that big competitor that's really executing well, and and take what they've done and improve upon that and apply it to what you're doing selecting the right competitors key.

Mike M: And presumably, identifying the competitor is something SpyFu could do that you wouldn't necessarily do yourself.

Mike R: Yeah. Yeah, like the first set of results that you get is like competitor suggestions, the first thing we say is, here's what their blend of organic and paid traffic looks like, here's how much they spent. All this stuff is free, by the way, you can go to SpyFu type this stuff in. There's there's very few tools today. And in b2b SaaS, where you can actually get things for free, right? SpyFu, you can type stuff in and look at domains, and you can see the top level results for free. It's not until you like want to download, you know all the keywords, you can get more than five or 10 keywords that you you have to like create an account. And I think that's pretty key. I mean, I think that's nice. We do that, you know, for a reason, not necessarily just for monetary gain. It's just to help the community keep everything, you know, like the way it should be.

And presumably, as well, people are liking what they see, because they're converting to paid customers as well. Oh, yeah, for sure.

Mike M: So you've kind of answered part of the question. Now, the the initial cost is nothing, just go to the spyfu.com type in either a search term or a competitor domain, and you get the results. I mean, what if people want to dig a bit deeper? I mean, how expensive does a tool get them?

Mike R: Yeah, so SpyFu is like $39 a month, all you can eat, you can. With $39, you can do as many searches as you want, you can download as much stuff as you want. I think there may be some, there's some limits, I think at this point on on, on the $39 plan, it gets actually this the all you can eat plan is $79, which lets you download, you know, like a million keywords from any domain right now. And actually, for the last few months we've been partnering with with click cease, which is a pay per click bot detection platform. Anyway, what happens is you can get SpyFu for $9 a month. If you sign up for a click cease trial, you sign up for SpyFu then you go sign up for click SES and send like this little receipt that you get, and then you get SpyFu forever for $9. And then you know, of course clicks these pays us and that's how the whole thing works. It's like you can technically get SpyFu for nine bucks a month, which is pretty pretty dope or $96 a year. It's forever. It's a good deal. Wow, that's awesome. Yeah. So

Mike M: I'm interested. I mean, we've talked a little bit and particularly about the paid search side of SpyFu. What do people do in terms of balancing for looking at SEO versus To the paid it took people tend to use SpyFu for paid, I think that's what I know SpyFu for.

Mike R: We're pretty famous for the paid we absolutely have. And we've always had the best results for paid, right, like everybody knows us for paid. And if you compare us against any competitor will tend to have like 10 times more paid results. But we get an equal number of SEO customers. And we actually have more keywords than any of the competitors that we have more results than SEMrush or Ahrefs. If you type in a domain, you'll see that there's more SEO results, SEO keywords, and obviously will destroy everybody on pay paid keywords. That's a relatively new thing. Actually, we spent the last couple years rebuilding our entire back end infrastructure so that we could do 5 billion searches a month, it's just like, massive, massive scale, you may have been familiar with SpyFu was doing US and UK, we've recently launched to like 20 countries, and will will launch to, you know, all of the countries in the course of the next six months. So much bigger, much more real time platform, it used to be that SpyFu would operate on a monthly cadence. And we now operate, you know, when we do a search, it's live on the site within seconds, you know, so the whole thing is real time, massive, international bigger than everybody's data. It's pretty fun. It's a big challenge.

Mike M: So presuming that that's quite a cool thing for people who are maybe in PR who are looking to, you know, news, Jack stories or find trending issues, you can actually see what's changing in real time.

Mike R: Yeah, for sure. Getting those real time keywords into the index is is tricky. But we have a process that gets those things in as quickly as we can.

Mike M: Cool.

One other thing, you know, I'd like to ask you, we've got a couple of clients in Phoenix. I know you're based in Phoenix, what do you see the benefits of being based there rather than being based in Silicon Valley where everyone expects software startups to be?

Mike R: Oh, man, that well, you know, I think that in some sense, it's harder to get funding, you know, which actually seems like a detriment, but in our case, it's, you know, SpyFu is completely bootstrapped company, I started in my garage, you know, like kind of the old fashioned way, if you will, in the beginning, that's a tough place to be. But at the end of the day, it's the best place to be, we can do anything, we can make decisions that benefit our customers, and not like a board of directors, and not like some specific exit plan. So, for example, we keep our pricing low. Because when we do, we make the same amount of money, like if we were to double our price, we would get half the number of customers and vice versa. So we keep the price at a at a place that's affordable to our customers, right? We want to level the playing field for small businesses and entrepreneurs. And so we provide intentionally excess value, because it's, it's our mission, our mission is to help everybody do better at marketing, so that they can make more money and spend more time with their families. Like the whole, the whole thing is create value in the world. Right? That's what we do.

Mike M: So awesome. It's been such an interesting conversation. I know, you know, a lot of people listening would like to go and try SpyFu. And obviously, as you said, you could do that for free. Is there anything else you feel we should have covered about the product or about what you see in terms of b2b marketing?

Mike R: Oh, not that I can think of, I think you did a great job. I really appreciated your your questions. Awesome. And if anybody would like to follow up and ask a question, how can we get ahold of you? Yeah, sure. I mean, I'm mike@spyfu.com you can probably reach out to me on LinkedIn, or Reddit, or Twitter. Oh, I'm Mr. Spy on Twitter. That works. MRSPY Sometimes I'm on Reddit and respond, but sometimes, sometimes not. Oh, um, sparked a post on Reddit.

Mike M: Awesome. I love Mr. Spy. That's a pretty good Twitter handle. Thank you so much, Mike for being on the podcast. I hope everyone who's either involved in SEO or paid search, they take a look at SpyFu. And if nothing else, take a look at the free product and maybe take a look at the paid but clearly very good value for money product. Thanks so much for being on the podcast. Yeah, thank you.

Thanks so much for listening to marketing b2b Tech. We hope you enjoyed the episode. And if you did, please make sure you subscribe on iTunes, or on your favourite podcast application. If you'd like to know more, please visit our website at napierb2b.com or contact me directly on LinkedIn.


A Napier Podcast Interview with Hannah Ingram - Ignys

In the latest episode of our leading B2B marketing professionals series, we interview Hannah Ingram, Marketing Manager at Ignys, an electronic and software development company.

Hannah talks about how she built her career as a 360 marketer and the need to be quick to adapt and learn when marketing for a start-up business. She also discusses how marketers can build business credibility and increase prospect confidence in a business.

Hannah also shares some valuable insights into how Ignys prioritise the channels they use for campaigns, and advice to new marketeers starting their careers.

Listen to the podcast now via the links below:

Transcript: Interview with Hannah Ingram – Ignys

Speakers: Mike Maynard, Hannah Ingram

Mike: Thanks for listening to marketing b2b Tech, the podcast from Napier, where you can find out what really works in b2b marketing today.

Welcome to marketing b2b technology, the podcast from Napier. Today I’m joined by Hannah Ingram. Hannah is the marketing manager for a company called Ignys. Now, Ignys are a hardware and software design company. So they build electronic systems for customers, which I think is really interesting, obviously, being an engineer. Welcome to the podcast.

Hannah: Thank you very much. Thank you for inviting me on, Mike, I appreciate it.

Mike: So, calling you a design consultancy, in the electronics sector, you could do an awful lot of different things. So do you want to tell us a little bit about you know, what Ignys does, the kind of projects you get involved in and maybe a little bit about what your role is in those projects?

Hannah: Yes, absolutely. So we get stuck into lots of projects. As you can imagine, we work with everyone from sort of innovative start-ups all the way through to household names, you know, there’s big TV ads out at the moment of people that we help.

Sector wise, it’s very varied as well. So anything from IoT sort of smart hubs, anything you can really think of that involves electronics, really, we have sort of four pillars in terms of services we offer. So electronics design, you’re talking everything. So I’m simple board work on PCB, through to sort of FPGA development, that kind of thing.

Software wise, it’s mostly on the embedded side of helping people that so for example, we’ve done a case study recently on music, so streaming systems, etc. and sort of getting the software right behind that there’s an awful lot that goes on, in terms of technical debt around sort of writing code fast, and sort of the problems that can occur there. So we kind of help people unravel that, then we’ve got the test side. So we’ve got great partnership with mg products around test jigs, we’ve also got two environmental test chambers on site. And then of course, just product development. So everything through from doing a workshop, through all the way to sort of scaling up your project so that when you’re doing volume manufacture, it’s going to work well. There’s a lot of educational pieces around prototyping and the fact that if you get the first prototype, it’s very exciting. It doesn’t mean you should put that straight into production in terms of my job title here.

So I’m marketing manager, I’m lucky that I’ve got a team around me. So I’ve hired a marketing executive back in January, I’m very lucky sort of a content and SEO Wizard, we get stuck into everything really. So there’s a lot of experimentation going on here. Because it was a startup, when I joined, you pretty much have to do a bit of everything. So call myself a bit of a free 60 marketer from that point of view. So you have to be very comfortable to get stuck in. So for example, I’ve never done Pay Per Click properly when I joined. And then you sort of have to get stuck into that. So there’s a lot of learning going on, you have to be very comfortable with being constantly pushed out of your comfort zone and this kind of role.

Mike: Perfect. And I think that leads us on really well to how you ended up and how your career has developed. And you know, I’m particularly interested to know why you chose to give up your potential career as a film star.

Hannah: Yeah, so we should probably interject here around me being a Bollywood extra. Once I was looking for summer jobs. I wanted to try out something different. So I ended up on a day a bit like this. I think we’re all the suffering in the heat wave. It was actually a day like this in Nottingham, when we all sort of sat around cheering for the Bollywood star who was starring in this cricket movie called peculiar house, which I’m probably pronouncing completely wrong. I was bowled over because I actually worked in the cinema. It was a brilliant summer job. I highly recommend it to anyone who wants to do summer work. But I got very bowled over by the guy who was playing the father because he was in every Bollywood movie at the time. So that was very exciting for me. Anyway, I interject.

So my kind of career has developed in a slightly different way to other people. So I actually did a degree in meteorology, which is whether it’s very sort of maths and physics heavy, which doesn’t sort of you go hang on, how does that relate to marketing, I suppose to me, there was always a conflict between my love of maths and my love of sort of psychology and people and creativity. And I could never quite find my jam with that. So I went down the maths route, I realised quite quickly that trying to get into the Met Office is a bit like because you’re trying to be a rock star. When you’re in a band, you know, it’s very competitive, and I wanted to stay up north. So I looked around, had to think about it and tried out a marketing role. And luckily, I found someone prepared to take a bit of gamble on me. Great company called sumedh up and Glossop to do medical cushions and mattresses, and I kind of fell in love with the b2b world there really. I trained on the job. So I did a c ci M qualification over in Manchester. I found actually learning on the job. I learned so much through that really that sort of baptism of fire around marketing. I find the landscape has really changed so when I first started social media was in its infancy, but the main thing was nothing got measured. So there was little bit of sort of E marketing. But there was none of the tools we have now.

You know, how do you know where you’re ranking on Google? You pretty much typed into the internet and saw where you were. Now you’ve got Semrush, that sort of tells you, and you don’t have to have an argument about their computer showing up a different one to you. And so it’s actually coming full circle for me, because I’ve now got the math side as well through the data. And also through the very, very technical roles that I choose. That sort of, you know, the people that I work with, do the hard stuff, and I get to learn and absorb that free what they do, which is amazing.

Mike: Sounds cool. And it sounds like it was almost accidental. I guess it’s kind of almost a marketing approach to testing different careers and seeing which one you like.

Hannah: That’s right, I sort of highly recommend to say to people look, when you go into a career, and you choose your degree, the most important thing is to choose something that you find really passionate and interesting, because you’re going to be doing three years of it every single day. And you need to know that something you want to do. There is an element, I think looking back, I sometimes go well would have crazy chosen the career was a bit more of the right route for what I wanted to do. But trying to decide what you want to do when you’re 17 is really, really tough. And I think without doing that, and doing a degree or going into a first job, it’s very hard to know what you like and what you don’t. And I think was marketing, it’s very much a love hate experience. Sometimes the job is fantastic. You know, I love it. There are days when you go, people don’t understand the marketing side, and you get very disillusioned. So you have to be, you have to be comfortable, I think in marketing in knowing that your day is not going to be set out for you. So a lot of other roles, things will land on your desk and you do them. It’s not like that in marketing, you have to have the ideas, you have to come up with those ideas. People be constantly asking you, what do you think, and you have to be okay with that.

Mike: And I think that’s really interesting. You’re running, basically the whole of marketing with a massive team of one for a company that’s trying to reach you know, a whole range of different customers from start-ups through to global electronics companies. I mean, how do you decide on priorities in that situation?

Hannah: I think the most important thing is sitting down and deciding who your ideal customers are, but also how much you can help people. So for example, a lot of our start-ups, if they don’t have funding, there’s only so much we can help them. So for example, they might come to us and say they’ve got a budget of 10k. And we go, well, actually, that might only give you a few days engineering, we don’t want to eat anyone’s budget, we’re always very open and honest with people to go, Look, you may need to go away and get some extra help first. So we have to think about all we write for people for us, it’s just as important to be right for them as it is that they’re right for us. And we have quite a rigorous sort of pre-qualification process. In terms of managing the marketing that we do, we actually have come to conclusion that Excel is quite useful.

So within my team, I sort of have a list of priorities that we need to achieve high to low, sort of what percentage we’ve done that and it just kind of lays out, you look at it during the week, and you plan it out at the beginning of the week, then we have what I call a wins and rants session at the end of the week of what’s gone well, and what hasn’t and sort of looking at all those KPIs. Again, one of the lessons I’ve learned over time is waiting till the end of the month to check if your traffic’s Okay, on the website isn’t always a great idea. It’s better to do it on a weekly basis if you can do that. And also, when you prioritise and go, what’s the effect of what I do? What effect is it going to have? So for example, spending half an hour on Search Console, doing the technical SEO on a page could actually be far more effective than spending 10 hours researching and reading every word of everything that’s going on in the industry. So I think you have to pick your battles, and go what is the right thing here? Again, I love doing interviews. So I absolutely love interviewing our team guest speakers and things. But sometimes you have to say, well, just because there’s new members, staff is really interesting. Maybe their, you know, their niche isn’t particularly going to help a lot of people. However, I’ve also found ones where very few people read the blog, but the people who do or the people who come and talk to us about projects.

So another thing I would say for people going into the industry is don’t be disheartened if your blog doesn’t get 1000s of hits, because the one that’s got 50 people looking at it in lifetime total. That might be the one converting so you need to measure that not just how many clicks, how many impressions, how many likes you’re getting on social media.

Mike: I think that’s really insightful. I mean, if you look at Ignys, or any other b2b company, typically, there’s a relatively small number of sales. I mean, I guess, you know, your company is probably selling very little, it’s not like you’re selling 1000s of projects a month, it’s probably a handful at most. And a lot of marketing tools seem to be focused on increasing the numbers up making the big numbers bigger is always good. And actually, it doesn’t matter. I mean, it’s the same with us at Napier, we could most take on two clients a month. And it kind of doesn’t matter whether we have 5000 or 10,000 visitors to our website, because actually there’s only two we care about which of the two that become customers. So I love that insight. That’s great.

One of the things I’m interested in is the audience you’ve reached. So you know you’re selling this capability to design and develop products are you targeting an engineering audience? Are you targeting a non-technical audience? How do you go about deciding who to reach when it could be a real mix of different people influencing the decision?

Hannah: That’s, that’s absolutely right. So we’ve got a list of sort of buyer personas. And again, we looked at them, and they all very, very different people, for the most part is sort of head engineering managers, we find with these people, they’re a lot more receptive to understanding the process, understanding the costs involved, we’ve written a blog around sort of cost versus investment, I guess, because a lot of people see it as an upfront cost. And it is a lot of money to develop a project. When I first found out how much product development cost, I vowed never to make a product myself. However, it’s incredibly rewarding. But there’s a lot that goes in, you know, you need to test things correctly, you need to do feasibility studies to make sure that there’s more than sort of free people in the universe are going to buy your product. And you know, that you don’t sell it for too high a cost as well, you know, if it’s going to cost you 50 pounds to make, and people are only prepared to buy it for 40 pounds, that’s not going to work. So yeah, in terms of the audience, I think there is a bit of a split. And that’s why we kind of nurture a lot of our blogs, our kind of dual readership. So we split it out between the people who were just really getting into it. And so you know, what his test, for example, was designed for tests and the people who know the really nitty gritty stuff of well, how is this going to help you. So we try and we try and tailor it to everybody, the same way, we will have blogs that kind of blot out sort of, you know, SIC, and Gan really kind of really techie stuff, there’s just for that audience, and then other things that are very much sort of 10 ways product development can go wrong, we actually find seasonal blocks are really popular as well. So Valentine’s, you know, take all your services, right, a Valentine’s blog around it, that sort of thing, people really do buy into that kind of thing. They want a bit of light relief there, I suppose.

Mike: That’s interesting. I mean, you’re talking about targeting senior engineers who are not always renowned for their sense of fun. And actually, what you’re saying is having a bit of fun is a really good way to engage,

Hannah: I think so I think that’s the thing, again, that there’s so many different personalities within that might. So you can you can put people in a box. But you know, there are some people who really like to look at that. And there’s other people who will like to sit and sort of consumed sort of eight pages on something really technical. And again, I think that catering to both sides of it, because people can choose what to read on your blog. And the great thing about sort of keyword optimization is you can target different people so that they’re going straight to that particular blog, it same with LinkedIn, you know, there’s heads of engineering that won’t put their profile picture up, and they don’t really use LinkedIn. There are other people who sit there and comment on other people’s sections all the time. You know, we also work with owners of companies, a lot of them might have an engineering background, that’s how they got into product development, because they saw a need. That’s why Richard started Ignys, because he realised that there was a need for high quality engineers, and there’s sort of a gap in the market, in terms of encouraging people to come through into engineering. And that’s why he sort of started it in the first place. So again, a lot of the owners have seen something that other people haven’t, and sort of working with them and engaging with them. And it’s the risk factor as well. You know, even if you’re a head of engineering, and you really understand the process, you’re going to look really silly, if you pick a consultancy, or a contractor that then takes your product, leaves it for six months, we get quite a few customers come back to us after six months where they’ve tried to do it themselves, or they’ve gone with somebody who’s sort of, you know, decided that they’re that they’re not going to do the project for XYZ reason. And they get really stuck. So often, it’s worth that investment, just really sitting down and considering who you’re going to use the same way that we all do in the marketing when we’re choosing who to work with on video, and things but that the stakes are really quite high in in the world of consultancy, I think.

Mike: And that brings me on to a really interesting question, one of the things you’ve got to do is build credibility and trust and establish the fact that Ignys, which is, you know, it’s effectively an SME, it’s not a huge company, but give people the confidence that you have the capabilities to do a good job. I mean, how do you do that, as a marketer establish that credibility?

Hannah: Yes, it was actually, you know, particularly difficult back sort of two years. So when I first started, I was the eighth person to join. So there were very few of us now that the 16 is a bit easier, but that people ask the question, so you want to show, you know, I quite often show our office because I think it’s a bit bigger than people imagine, or at least imagined when they were eight of us. We’re not just sort of sat in our, you know, we are actually sat at home quite a lot, because we have a great sort of hybrid working relationship, you know, post COVID. But again, the testimonials are huge. I think it’s really important to sort of get customer feedback. And it’s not always that easy. What we found actually sort of dropping things that we’ve got a Slack channel where we share wins from customers. So where somebody sent an email back explaining how happy they are, because nobody likes answering a survey, and we found ways around it, you know, just hold on one was a competition for a remarketing tablet. But again, even then I think it’s engaging with people free the process with the kick-off meetings, and when he finalise something to go look that surveys are really for you just as much as us. We want a five-star review on Google but we also want you to work with us again, if you go Oh, that wasn’t great. I’m gonna go and talk to somebody else. And they’ve not told us because they’re shine, they don’t want to say anything that doesn’t help us or them.

My favourite responses, the ones that gives you five stars, but then go, oh, but there’s this little thing that we could improve. And that’s so useful. Yeah. And so do you, are you running that engagement? Are you talking to the customers and trying to get that feedback from, it’s very much a team effort here. So I do I do with this customer survey, I offered everybody a phone call sort of ring them up. And again, that’s great to from my point of view, I think sometimes people open up a bit more when they’re not talking to the person who’s working on the project. And it’s kind of takes them away from it a little bit, I think that’s quite helpful to almost be a go between a with, again, so open and honest with our customers, they can talk to any of us. But sometimes it’s nice to kind of open up that candid conversation without any other stakes going on. But we also have sort of a project manager here we have a sales manager, Poppy, who’s just fantastic, and a great engineering manager. So we all kind of get stuck in with that. That feedback, I think is really a team effort of doing that the same way that I think sales and marketing is a team effort, you can’t force anyone to engage on LinkedIn. And that is not what I recommend in the slightest. But if you can give them the option a go, it would be great if you shared some of our stuff, if you want to, you know the bits that you find interesting. And I think that’s why it’s important to have a solid sort of social media policy, if you’re going to do sort of employee led content, they need to understand the rules that they can’t get excited and post that, you know, Company X, that’s top secret. One of the most frustrating things about working in an industry like this is most of the really cool stuff we do. We can’t talk about, you know, I can think of 1020 30 things that would blow your mind that I can’t, I can’t say, and it is really sad, because I want to tell the world but then if we told the world, nobody would trust us, and we’d have no business. So getting that balance, right, you know, again, photographs, things that we’d love to take pictures off, and we just can’t do that. So, again, as a marketer, that can be really frustrating.

Mike: That’s interesting. I mean, you’ve talked throughout this discussion about a number of different channels, from your blog, on your website through to social. I mean, how do you prioritise the different channels? Which ones do you see working for you? Which ones do you see as being less effective?

Hannah: So we’re quite lucky in that in terms of data, we use some great programmes to see where leads come from. And I’m really strict on sort of going in and taking that time to see when something lands in our inbox, where it came from, because I think then you can see which channels to really approach and it is Pay Per Click right for you, or you’re just throwing money down the drain, is it the organic stuff, I mean, everybody would love the organic SEO to be the thing that’s working, I think you also need to look at acquisition models very carefully. So we’ve a lot of the leads that we see might come in through a referral channel.

For example, we’re a proud sort of Raspberry Pi partner, so we might come in through their website, but then they might go away, and then click on LinkedIn. And they look at that for a bit, which is where the kind of social proof comes in, and all these real people. And then they go and click on a pay per click ad, well, you could say, well, that’s Pay Per Click working, or is it the other stuff. So with social media, I find often it’s not that breadwinner is not the one that is going to bring you in the leads. But it’s a key ingredient we find sometimes, you know, 25% of the stuff that’s coming through to our sort of thank you page. So I think having that conversion metric is really important.

If you’re starting out in marketing, make sure you’ve set up a way to see that things are what is converting and what isn’t, I suppose. And if you haven’t got those cool tracking code tools that we we use, use something like Google Analytics to help you set up those conversion goals, you get in what you put out as well. So for example, if you’re going for LinkedIn advertising, you need to have deep pockets. And you have to accept that you unless you use that kind of barrier entry, you know, sort of four or five grand a month, you’re not likely to see any results back. So some things aren’t worth sort of getting into unless you’re prepared to put things up front and go. Let’s take that gamble and make sure it’s working. It’s the same with pay per click. If you run a campaign and you only sort of put a pound in the day, you will not see what’s working. Circling back to what you said earlier mic around, I think b2b a lot of these tools with pay per click, it’s quite easy to say easy isn’t, I know pay per click is hard. But if you’re selling shoes, for example, you can use an awful lot of clever keyword tricks. When you’re working in a nice industry. I can pick out an amazing keyword and it will tell me that the volume is too low to use on pay per click. The best thing about organic is it will never tell you don’t get a big screen going sorry, you can’t load this blog up because the volume is too low. And that’s quite a useful.

Mike: That’s interesting. And I mean, obviously, throughout your career, you’ve done quite a lot on SEO. But I think, you know, quite a few marketers view that as being a very complex thing to do. Do you think that every marketer can actually contribute and do something towards SEO or do you think it’s something that really you need to bring in specialists

Hannah: I think it depends on what you’re trying to achieve. So from a results point of view, if you’re really serious about sort of, you know, I always makes me giggle when people talk about being top of Google, top of Google is very much a term thing you can be, you know, we’re top of Google for several terms. But there’s other terms that we’re not even on sort of 100. You know, it’s a very subjective thing. So I think if you’re trying to triple the amount of people coming to your website within a few months, yes, you do need a team of experts on board. SEO is also not an instant thing. So you can’t, you can’t load two pieces of content and go, it’s not working, it needs to build up over time. And what we found is often if we’ve had sort of a busy couple of months, and we’ve gone, okay, we’ll pull back, you suffer because of it, it needs consistency.

What I would say is to anybody in marketing is if you feel that you are lacking in a skill, go and learn it. So when I was looking at jobs, just before I joined Ignys, I realised, well, I haven’t got any pay per click experience. So I went and got a Google qualification, which is really hard to do, because some of the questions are based on practical, and I don’t have the practical elements. So it’s quite a high pass rate. So that was really tricky. But I’d say some amazing courses on SEO go out and find them and learn, I think anyone can learn a lot of the basics was SEO, well, you have to put that time element in if you’re only prepared to do half an hour a week, if you’re an owner of a company, you’re trying to run everything yourself. You can’t be sales, marketing, whatever services, you’re doing customer service, there’s so much that plays into it. So for example, when we bring the leads, and they then need to be nurtured through the pipeline, I think simple things as well, from a customer service point of view, responding quickly, giving people that right attention, I always describe leads a bit like dating. So if you just take someone out for me or once and then you don’t ever talk to them again, I imagine only a few people would bother reaching out to you, you need to reach out to them, and you need to talk to them on a consistent basis, or they will get bored or they’ll forget your name. You know, I quite often go oh, there was a great company the other day in my inbox, I can’t remember who they were. And I’m too busy to go looking for them as a supplier. So you need to be top of mind without stalking them. I’m very keen to say that, you know, you shouldn’t put people off by just prodding them constantly. But there’s so many touchpoints now you’ve got LinkedIn, you’ve got traditional methods people are face to face, go out there, and was brand awareness when people are coming to our shows now. And I love it when people go. I don’t know why we know Ignys but we do two years ago, they just go who? Who’s that? So you know, there’s there’s a lot of osmosis around here of getting your name out in front of the right people.

Mike: It’s really interesting. You’ve talked a lot about sort of multi touch in marketing and the fact that you need to hit people with several different pieces of content, put it over several different channels. So how do you judge whether a campaign is really good or whether it’s not worked?

Hannah: So again, it comes down to I’m a bit of a data queen, I actually measure too much probably. But I find the most important thing was the measurement is to make sure you measure every bit of the funnel. So measure the lead measure what’s getting through to becoming a customer. So it’s very easy as a marketer to go great. I’ve got 70 leads in my inbox, but actually the salesperson is probably thinking, What is this, what’s, you know, make sure you’re super joined up, it’s so important. But again, measuring it all the way through and understanding the difference between a kind of watercolour skyscraper blog that’s going to bring in a tonne of traffic, and the stuff that only a few people will read ever. But you know, 50% of those people then go on and talk to you. So I think that’s, that’s really important.

Mike: And do you have any campaigns you’ve run that you feel have really worked well, for, you know, either of your previous companies,

Hannah: I’ve had a few actually, that I’m sort of really, really proud of, I find it again, Simplicity is key, I think the main thing is making sure that you kind of push them at that first bit to make sure that they, you know, they really engage. I had one around sort of checking your postcode, so it was sort of wireless broadband. And people weren’t sort of making that first step. So you weren’t asking them to buy, you know, not going in for the kill and that sort of things. It wasn’t so much a campaign but I’m quite proud of some of the interviews I’ve done. So I reached out to Derbyshire cave rescue. And I did a sort of seven-page blog with them on all the things that they’re doing. That was That was incredible. I very much enjoyed doing that. I’m sure some of the other campaigns will come to my head in a minute to be honest,

Mike: They sound really cool, actually, you know that cave rescue has got to be an interesting story, whatever it’s about, it’s going to be interesting people going and pulling cavers out and saying they’re absolutely incredible.

So I’m interested. I mean, obviously, you’re really enjoying a career that clearly you didn’t plan for when you were younger. Do you have some advice for people who are maybe starting out in marketing or maybe advice for the for the young Hannah, thinking about whether or not to go into marketing?

Hannah: Yeah, so what I would say is, you know, I said you have to have a bit of a thick skin you need to be prepared for some people, We really understand what marketing is, and other people won’t and they won’t get it. Because it’s one of those industries that sometimes people think, Oh, you do the colouring in and you put things on Facebook. Right? So you have to be prepared for that, I think. But why would say is it’s really rewarding. It’s moving so fast. Now, you know, some of the techniques I’ve learned last two years didn’t exist. Two years before that, it’s hard when you’ve just finished a degree to get excited about learning, because you’re probably saturated and tired and fine, give yourself a bit of a break. But then get back into it. When if you’re disappointed because you’re looking for jobs, and you’re not getting the interviews, well look at look at and write a list of the things you can’t do, and then go and learn how to do them.

Look out for what red flags as well. So for example, if it says something around event marketing, then it probably might mean you have to work on a Saturday, and that’s fine. But ask that question at the interview. If it’s talking about lead generation, that might be a sign to say look, they really want those high targets. Are you okay? Was it being fast paced environment? Is it actually a tele sales role in disguise. So I had some advice a few years ago around to digital marketing and some amazing digital marketing roles out there. But you know, some of them are very sort of sales orientated. And you have to be prepared for that.

I think a lot of people are specialising now as well, I think I’m a bit of a dying breed of this sort of free 60 marketer. So, you know, I think now you need to think a bit harder about what you might want to specialise in, do you want to go down the SEO route? Do you want to do pay per click? Do you wanna do social media? And what the pros and cons go and go and look online and see what the, you know, the industry experts are complaining about? So for example, social media will talk about being told to do tick tock and all these different ones. And actually, it takes so much time they’re doing the video strategy, they’re doing all this. Are you prepared to do that? Do you really love it? Or do you think, Oh, well, I’ve got a Facebook account. So I’m, I would enjoy that, you know, think really, really, really hard about it, I think. And if you get into a first role, and it’s not quite right for you, maybe you’re more customer service, maybe you love talking to people on the phone, maybe you love event marketing, it’s okay to go. Maybe I want to sidestep and there will be ways for you to sidestep, don’t feel that you’re then stuck in that role forever. That’s what I’d say.

Mike: That’s brilliant advice. I really appreciate it and really appreciate your time on the podcast. Thank you. I’m sure people would be interested to contact you maybe ask you some more questions if somebody has something they’d like to ask but with the best way to contact and

Hannah: Absolutely fine to connect with me on LinkedIn. I’ve also got an email address which I’m sure we can put in the notes here which is hannah.ingram@ignys.co.uk. Any questions around either my team myself my career? Any question really? I’m very happy to answer anything people want to hear.

Mike: Thanks so much. And I really appreciate all the great insights. Thanks for being on the show very much.

Hannah: Thanks, Mike.

Mike: Thanks so much for listening to marketing b2b Tech. We hope you enjoyed the episode. And if you did, please make sure you subscribe on iTunes, or on your favourite podcast application. If you’d like to know more, please visit our website at Napier b2b dot com or contact me directly on LinkedIn.

 


A Napier Podcast Interview with Cat Anderson - Sprout Social

In this podcast episode, we interview Cat Anderson, Head of EMEA Marketing at Sprout Social, a social media management solution.

Cat shares how she started her career in digital marketing, spending time working at Berlin-based technology start-ups before eventually landing at Sprout Social. She discusses the current lack of creativity in B2B social media compared to B2C, the opportunity this presents, and how social media offers a great, relatively low-cost platform for experimentation.

Cat also shares the benefits and insights social media tools can offer users and gives some tips and tricks on how to stand out and overcome a reluctance to be creative.

Listen to the podcast now via the links below:

Transcript: Interview with Cat Anderson – Sprout Social

Speakers: Mike Maynard, Cat Anderson

Mike: Thanks for listening to marketing b2b Tech, the podcast from Napier, where you can find out what really works in b2b marketing today.

Welcome to b2b marketing the podcast from Napier. Today I'm joined by Cat Anderson. Ken is the head of marketing for Sprout Social. Welcome to the podcast. Hi, Mike. It's lovely to be here. Thanks for having me.

Well, thanks so much for coming on. I'm really interested because I had a quick look at your LinkedIn page. And you've had a really interesting career. Can you tell us what you've done? And how you've ended up at Sproutsocial?

Cat: Yeah, no problem at all. Yeah, it has been a bit of an interesting one. Now, to be fair. So basically, when I immediately came out of university, the world had collapsed in 2008. So a nice little recession to start my working career off with. And, and I promised the story gets interesting. But after a couple of years of sort of doing some freelance work with the BBC, which I was very lucky to do, I was doing odd jobs, we jobs here and there, I actually entered the channel for reality TV show come down with me on a bit of a whim, having never cooked before. And I came joint first. And with the 500 points that I want from that, I decided to go and visit a friend in Berlin. And I don't know if you've ever had one of those experiences Mike, where you go somewhere, and you're just very instantly taken with it. And I really at that point, that was about 2010 2011, I was really taken with Berlin, there was a huge scene of startups and entrepreneurial sort of tech. And it really caught my attention coming from Northern Ireland originally, there wasn't a lot of that in Belfast. So I just decided to move over there. And I threw myself headfirst into the world of startups. This is where I got really into digital marketing. And I stayed there for five, six years.

And then I came back to Ireland and and worked for a couple of larger companies until Yeah, eventually 1516 months ago landed at Sprout Social. And I have to say I was really enticed by this role in particular, because although sprite is an international company, its HQ in Chicago. So a lot of the team is based over in the States. There is a very, very quickly growing team based here in EMEA in Dublin. And we have like other people dotted all around Europe. But I thought the opportunity was quite unique, because you would have that feeling of a startup of building something up from scratch, but also with the budget of Big Brother in the States. So that was kind of like a perfect for me a perfect dream because you could get that startup vibe, but with a little bit of a of an enterprise budget, which is surely any marketer's dream.

Mike: No, absolutely. And you're not alone in terms of American companies who have bases in Dublin either. Yeah. So it'd be interesting to investigate what would have happened if your cooking wasn't quite so good on come down. I know. That's probably another podcast.

Cat: I think that as well, because it's such a bizarre story. If I didn't go to Berlin, where would I be? No, I don't know.

Mike: But anyway, you ended up with sprout, which is great. I mean, I have to ask this because when we think of social media, we see a lot of creativity in consumer sector. But b2b really seems to lag, particularly in terms of doing things that are interesting, creative. Why do you think that is?

Cat: So this is a conversation I feel like I've been having quite a lot recently. And one report that I always refer to and would really recommend for anybody to read is The b2b Institute, which is actually like a LinkedIn Think Tank, they released a report called the b2b effectiveness code, which coincided with the new b2b marketing award that was launched at Cannes earlier this year. And in it, they basically analysed, you know, I don't even know how many different types of b2b marketing in terms of what the overall return to the business would be. And they came up with this really interesting effectiveness ladder, which shows what is good and what is not that good long term. And one thing that was really key and Kemo and huge in abundance was that b2b marketing is really sort of lacking in creativity.

And I think to your point, this is something that we see on social in abundance with b2c companies, because social is fast. Social is for the most part, relatively cheap for you to experiment with different types of marketing so fast and cheap means you can kind of throw loads of different ideas onto the plate and see what sticks. But b2b just isn't really following suit with this. And I think this report says and I'm inclined to agree that there's a little bit of a lacking of creativity and this is yeah,

It's certainly something that I agree with. I don't know, what do you think, Mike?

Mike: I mean, I completely agree, I think one of the problems is is b2b tends to be incredibly conservative.

And, and equally, you're trying to appeal to a hugely broad demographic in b2b. So, from everyone from graduates who are coming out and you know, a very immersed in social media, they understand what people are trying to do to have fun on Tik Tok or other platforms. And then at the other end, you've got people like me who are much older, perhaps less, you know, looking for the fun things who perhaps wouldn't view something that was cool for a 20 year old as being something that is a campaign that should be run by one of their suppliers. And I think I think that that broad demographic is particularly challenging for a lot of b2b brands.

Cat: Yeah, I think that's a very fair observation. But I think I mean, I hope that it's changing because I think that, for all businesses, having a sense of agility, and not being afraid to change is always going to yield results for you. But yeah, we'll see, I think it's going to change. So like, watch this space.

Mike: Do you think one of the challenges b2b brands have is that they do so much on LinkedIn, which obviously appeals to this incredibly broad demographic, they don't have the ability to segment their social into different activities for different channels. Do you think that that's holding b2b back?

Cat: I think it's interesting, I don't think that they don't have the ability to use the other channels, I think it's that they just never maybe just don't know how to use them and to their defence as well. There's not a lot of examples of b2b brands, really utilising effective cross channel marketing across all of the different social media channels. LinkedIn is a really, really obvious choice, because it's obviously the one that's been earmarked as for business. But again, we're not seeing people sort of really step outside their comfort zone and do really interesting things. So I think there are b2b campaigns that are happening where people are starting to test the waters and starting to try new things. But compared to the b2c market, it's a lot slower. Personally speaking, I think this means that there's a real opportunity to maybe stand out in a good way by trying maybe looking to the b2c marketing ideas that have been working and thinking, would they work with our audience? Could this be adopted? Is this something that we could try in a way that we feel comfortable with in a way that probably most importantly, we can get signed off? Because I think because no one's really raising their head above the parapet. There's a real opportunity, therefore, to be like, to really stand out in a good way, I suppose as well, you could also argue in a bad way. But if you do it right, in a good way.

Mike: But then I guess that there's a challenge around working out who to target, you know, in b2b, it's actually relatively easy to build communities around particular products or technologies. It's much harder in in those other platforms to do that.

Cat: Yeah, I mean, yes, I think so. But something that I firmly believe, and I'm very happy for you to tell me that I'm wrong and naive, is that ultimately, with b2b Marketing, you are still marketing to a person. So you can still find ways to connect with people, even if it's not in like a LinkedIn group that is specifically around a product or a service. I think that there are still other ways to connect with your ideal customer type. So for a lot of the time, of course, you're going to be thinking about the brands that you are and the types of companies that you want to market to. But further down from that, we can have a think about like, well, who are the buying personas within these companies that you like? And what other ways could we get a little bit creative and try to reach them on different platforms? I think it's potentially a little bit closed off to say that it's not possible to build those communities on other platforms. I know that there definitely are lots of companies who do things on Instagram, for example. And of course, depending on, you know, what the product is, there are probably other platforms that you can consider as well. But yeah, I mean, I definitely I would not close the door on b2b companies being able to find a different type and maybe a new sort of ship of success on different platforms. But I agree, I don't think anybody is doing it yet at all, and doesn't really know how to do it.

Mike: No, I think it's difficult. I mean, I see people, for example, doing retargeting advertising on Facebook was a very easy thing to do, to get an audience that you know, but I think building that organic audiences is much harder. Nobody's really cracked that. Even with Facebook, I mean, there was a period where everybody wanted their own Facebook group, and from b2b and pretty much none of those have been vibrant or exciting or successful.

Cat: It's an interesting one, because obviously, all of these platforms change so quickly, as well. And as you say, everybody was mad about the Facebook groups for a while and that's maybe not the primary user experience on Facebook now. So you know, we don't really know exactly how they will evolve, but it's very clear that they will evolve. And again, potentially for b2b, it's going to be getting a bigger flywheel into motion to get this sort of marketing campaign set up. So if it's feeling like it's too quick and transient, it might be putting people off.

Mike: I mean, one of the things we are seeing that maybe is a bit more creative is people building their own personal brand around their career. But yet we see you know, even in larger companies, people building a brand that's maybe not quite in the same style and tone of voice as as the corporation, do you think that's a good thing? Or do you think marketers should actually be trying to ensure that there's consistency, and people's personal brand should reflect the company they work for?

Cat: I mean, this is a great question, you Rotter? This is a difficult question. I think that having a personal brand, and marketing and a slightly different tone of voice from your company shouldn't be an issue unless it is so drastically different that it's actually crossing some of the values of the company or anything like that.

I definitely know of some people within different companies who fit exactly what you've just described. And I don't see that there's any issues. And in fact, I see that those people who've built up a personal brand, and are very well known for being Tom Smith, who works at AIX, it is an attribute to the company, I think that having strong individuals can be a definitely can be an attribute, or can be another branch of how people see your company and like put a little bit of a human face to it. I don't think they have to be mutually exclusive. But I do understand then the marketers concerned about having a consistency with the tone of voice. And so I think having something like an advocacy tool in place can be helpful where you can control the messaging, if that's something that you're really, really concerned about. And you're like, I want my employees to share information about the company. But I don't really want them just to be saying it in any which way, if you've got a very, very, very strict tone of voice, then absolutely use an advocacy tool. There's ways around that. And I think you can control that. And that's great. It's definitely always good to be encouraging your employees to share things because it's a great, easy way to reach into new networks. But I heard Yeah, I personally think that it's a good thing to show that you have people in your company who are passionate about what they do, who are free to be themselves, especially in the current climate as well you want to be it's good for your employer brand, as well to show that you are helping people be passionate about their jobs develop themselves as well as promoting the company.

Mike: Sounds great. It sounds like you're really in favour of diversity in the broadest sense of the word. You know, a company should be lots of different people rather than one single voice.

Cat: I definitely think diversity has been proven time and time again, like across all sectors to be something that should be embraced and encouraged. As far as possible. I think it will only bring, it'll only bring good things avoid groupthink.

And yeah, if you can encourage it, definitely do.

Mike: I mean, on the other hand, though, I think a lot of b2b companies actually a less worried about the enthusiastic social media users, they're much more worried about trying to encourage the average salesperson to do something on on social, how would you go about trying to get the sales team more engaged in social selling?

Cat: Wow, we again, a great question. As a marketer, I know that it always is in my best interest to make things as simple as possible for the sales team. And so I do think having an advocacy tool is really helpful for that where you can just take away any friction that anyone in the sales team might have with regards to time or trying to think of how to promote things.

And it is something that we offer at sprout, but I know you could, there are alternatives available. But with an advocacy tool, you can just have everything ready to go it's a couple of clicks, making it super duper easy. Another thing as well, I guess, is to be creating content that's made with the sales team in mind as well. So if you're a company that is specifically targeting other enterprises in a certain industry, and your sales team say that a certain topic has come up time and time again, in their sales conversations, creating content that you know, is going to like light a fire within them. I think like just listening to them is also a great way to try and get them on board and get them to be active with sharing the content.

Mike: So actually going out and engaging the sales team is an important part in terms of determining what content you create, as well as trying to motivate them

Cat: Yeah, to an extent now I do think as any marketer will tell you, you can't be doing every single thing that the sales team are telling you to do. Because otherwise you will be working seven days a week, 24 hours a day. There's always going to be other requests coming in. But yes, I definitely think listening to the people that are having those frontline conversations so you know best what content is going to resonate?

To me, that's a no brainer.

Mike: That makes sense. If people are listening to say they're trying to move forward, I mean, obviously, one of the things they can do is talk to the sales team. But if they're looking to prioritise their social media, how would you go about doing that? Would you look at targeting specific platforms first, or what would be your your first steps to building a social media plan?

Cat: So I think the first thing that I always say for any any question of this type is about data. So I think having a data foundation before anything is always a good plan, I can help you choose your strategy and pick your goals wisely. So understanding, first of all, the lay of the land of what you have done so far, what has worked, what hasn't worked, what you looking at that understanding, like what you wish could have gone better, and then creating your strategies around that.

It's also good just to have some like, initial benchmark pieces of data to work from, so you can measure your success or not. I think as well, having we mentioned it already. But knowing what your tone of voice is, like already understanding if that's something your company is prepared to be flexible with at all could also determine which platforms you might have success in.

And then of course, thinking about your audience. So if you want to keep it very, very much about trying to just reach other companies, that's fine. Maybe it is like, let's stick with LinkedIn. But if you do want to go down to that persona level marketing, that's where you can maybe consider different platforms that you could be incorporating into your overall strategy.

I do think as well, to be honest with you, I think if you're coming up with a social media strategy, generally, it's really good to have an attitude of experimentation. Because as I mentioned earlier, it does move very fast. There's lots of opportunity here. And it's all relatively low risk. I mean, of course, we all know that there are moments where things can go desperately wrong. And you know, when you can say something that's incredibly tone deaf, but I think those are actually pretty rare in the grand scheme of things. It's social media is a great testing ground for trying out new things and seeing like, what will stick. And it's something where you can try out things that you maybe want to try and other areas of your marketing strategy, just to sort of see what the audience reception to it is like, Finally, then I think closing it off with data as well is really important.

And after you've run any kind of campaign, you're obviously going to want to know how it's performed. Again, I think that if you're doing this on social media, not just necessarily using the analytics platforms that are available on the actual platforms. But again, I'm obviously going to say this working at Sprite, but um, but other platforms are available, using a social media analytics tool, where you can actually have a deeper look, or using something like social listening, where you can understand exactly how your customers and your prospects prospective customers are talking about you understanding the sentiment around different campaigns that you've run, you can get so much more data, lead and deep insight into how your campaigns are performing, which is, again, not only useful for how you move forward with your social media strategy, but how you can apply it to other areas of your marketing as well.

Mike: That's interesting. I think one of the fascinating things is you've talked a little bit about tools. And you've mentioned data and analytics, you've mentioned advocacy tools. What elements of a tool do you need to really get the best out of social media? I mean, I know you're from sprout, but what sort of things to sprout to, in addition to just posting content?

Cat: Yeah. So I think it's funny because I definitely think a lot of people know Sproat for that entry level use of publishing and scheduling, which is obviously really helpful. And that consolidation of all of your channels in one place, although that is at the ground level what we offer, and then that's like level one.

It is, I don't want to say that that's not incredibly useful as well, it's a huge way to save time, and to make things a lot easier for anyone who's running your social media. But further from that, yeah, I've mentioned a couple of the different things that I know that is offered in sprout. So like having a deeper look at your analytics. So we've got a section of our tool called premium Analytics, which is where you can have that deep insight into all of your social media performances and also beyond your own content, having a look at how people are talking about you like competitive insight.

You can access all of that because it's all publicly available on the web anyway, then I do think as well, we've got things like the advocacy tool. So as well as that's making sure that if people are wanting to share things about your company, you want to make it super duper easy. We can do that. And then of course, there's things that we can offer where we can help chat like set up chat bots for you. There's like there's a whole heap of different things. And actually, if you're interested, I'd recommend taking out a free trial, which we offer. I have to get that in there, Mike, I hope you don't mind.

Mike: And that's actually great. So tell us about the free trial. What can people do with the free trials that are limited product? How can they actually find out about sprout?

Cat: Yeah, of course. So I mean, the websites always the best port of call sprout social.com. And we will very, it's a very easy direction to finding where the free trial is, it's like right there front and centre. The free trial itself is no obligation, 30 days, you get to use the tool inside and I touch social media accounts. It doesn't have the premium analytics and social listening attached to it as the free trial option. But I might live to regret this, if you if you do want to try it, and you would like to have those assets attached, get in touch with me, are at Cat Anderson on LinkedIn, I will be happy to sort that out for you. I mean, we can get that sorted. That's absolutely fine.

Mike: That's awesome. That's really kind. And then people are gonna want to try the tool. So maybe the next question is, do you have any like hints or tips, ideas, you could give people of how they might do something on social perhaps on LinkedIn, that's going to stand out, there's going to be better and more creative than everybody else.

Cat: Oh, so I know, we spoke a little bit before the podcast, Mike about this. And I firmly believe that, especially with the advent of this new award at Cannes, and all of the there's a lot of buzz of the minute and all of the marketing presses about creativity in b2b marketing. I also do think a massive trend that we see in social media is personality led marketing, where we're starting to see brands shake off the sense so much of them being a business and you start to feel the people behind the accounts a little bit more. So we're seeing things where people are having a little bit more fun cracking a few more jokes, or it could be that they're turning how people view their industry on their head.

I always use this example. But Monzo bank, I think do a really amazing job on social media. So obviously, they're an online bank, if anyone doesn't know them. And obviously, when we think of financial institutions, we always think of, you know, security and trust and CFT. And typically, that results in a very, like stared conservative and steady kind of voice. And ones who have kind of switched this up to like, I mean, I have to hand it to them to a wonderful effect, which is that they have decided that okay, that is absolutely true that people want someone that they trust and very, like safe, blah, blah, blah. But their tone of voice on social is that they've decided, well, people probably would also like to bank with someone that they feel that they could talk to, or maybe ask a question that they're not, you know, going to feel silly by asking if they don't really have that much financial acumen.

So their tone of voice is very data driven. It's they talk about data a lot. But it's also very friendly. And they do crack a few jokes, not too much. Let's bear in mind, they are still a financial institution. So they're not like doing stand up comedy, though. But I think they've done it to great effect, you know, they're becoming very, very popular choice. And for people who have chosen to go like, Okay, well, yeah, I do want CFD and trust. But I actually want someone who I think is friendly, and who I can ask questions to as well. So I think there's opportunities just to maybe think about how people view your industry.

Think about if there's opportunities where you can show a little bit of personality in a way that will make you stand out from your competitors. I just think in the b2b world, it's, it will be a game changer. And I know Mike, again, we talked about this, and I'm interested, I'm happy for you to argue with me.

I think personality lead marketing is what is going I think it's going to sweep right, I think it's only starting in b2c. But I think it's going to continue, not maybe totally comprehensively through every single b2b company in the world. But I think we're going to start to see a lot more of it, as people understand that a calculated risk with a little bit of humanity. People really respond incredibly well to it.

Mike: Yeah, I can see where you're coming from. I may be a little less optimistic about people willing to take those risks. And maybe, I don't know if you agree with this, but maybe Monzo taking a risk is because they're more of a challenger brand. And the more established incumbents are going to be much slower to take risk, because they've got much more to lose.

Cat: 100% I definitely think so. And I think this is, it's the blessing and the curse of being an established enterprise block brand. People know who you are, you have that stability, you have that brand recognition, but it means that it is it's definitely it's harder, again, to get that flywheel of change into motion. It's, you know, there's actually a bigger distance to go.

Mike: Yeah, I agree. I mean, I do think that some of the smaller the emerging brands are going to be much more adventurous than some of the bigger ones and maybe that will ultimately force the big established brands to be more creative, but I do think there's a significant amount of loss aversion amongst big brands at the moment, they're very worried about making mistakes. And there's lots of cases where big brands have made mistakes.

This has been great. It's been very interesting. Definitely could talk a lot more about social and what people could do.

But before we finish, is there any sort of tips or ideas or suggestions you'd like to give people as a way to try and overcome their reluctance to be creative? Maybe it's a campaign, you've seen that people could copy or something like that?

Cat: Yeah, well, I think like, my first tip would be definitely to check out the b2b effectiveness code that came out from the b2b Institute, I think it's a really interesting read for anybody who is in the world of b2b marketing, and certainly, for myself, even has helped me put a lot of framework on how my next 18 months strategy looks like. So I would really recommend checking out that report. Secondly, was thinking about, like, what b2b campaigns do you think have been particularly effective. And I think a few years ago, we saw a lot of larger companies starting to go down almost like, I think it was a little bit of a trend of like cinematic YouTube videos, or almost like mini movies.

So there was, let me see HBS, the wolf was Christian Slater, and there was Maersk, which is like the global logistics company, they did this like one called disconnected where they were all in an elevator and it was very trippy. But I kind of do think that the the way things are trending at the minute, like big, large cinematic campaigns, I don't think we're going to like sort of cut the mustard anymore. And in fact, we're going in completely the opposite direction, which is shorter video is really, really like what people is grabbing people's attention.

Unfortunately, our attention spans are being eroded away at a rate of knots, and so shorter is better. So I think like, Chuck, your five minute videos into the bin and start thinking in shorter terms, I think as well. Another thing that, to be honest, I always think is really, really helpful is no, I'm not going to say case studies, because Lord helped me case studies are, I think they always make a marketer sort of dive a little bit inside, because they're always quite difficult to get across the line. There's a lot of rigmarole with them.

But I do think having like user generated content, so if you can find any way to work with your customers, like that's, that is evergreen, you know. So that's if you can show the people that you're working with, and like I personally always like to try and find more agile ways to do that, to show Yeah, look, shining a spotlight on whatever it is that your customer is doing. But also in a way where you've got that brand alignment as well. I think that's always really, really helpful. And yeah, that's, that's evergreen, to be fair. So maybe if you can get that, squish it into a little tick tock video. I'm only joking. But yeah, those are really my two, my two little tips.

Mike: Awesome, if that's super helpful. So you've already said people are okay to contact you on LinkedIn, which is very kind and you'll also help them out with a trial and making sure they can try the whole of the product, which is great. Is there any other way people should get ahold of you if they've got questions?

Cat: Yeah, I mean, I think probably LinkedIn is best. To be fair, I do use it pretty regularly. As I say, it's, it's cut Anderson? Yeah, I think we're just leave it at LinkedIn. How many listeners do you have on this mic? So if I put out my email address, I think it could be, I could have an influx?

Mike: Well, I can let you into a podcast secret, actually. Because whenever I appear on other podcasts, I always give out my email address, and I've never had more than one email. So either I'm incredibly boring, or most people contact through social so

Cat: well, I'll say that. I mean, it's not it won't take a rocket science scientist to figure out my email. It's cat dot Anderson at Sprout social.com. But I'm very happy to chat to anyone. So please feel free and it's cat with a C, just like the animal. That's awesome. And hopefully people won't fill up your inbox too much.

Mike: Or if they do, it's just with people wanting to become Sproutsocial customers. I really appreciate that. The conversation has been such fun. Thank you so much for being on the podcast. I've really enjoyed it.

Cat: Thank you so much, Mike. Me too.

Thanks so much for listening to marketing b2b Tech. We hope you enjoyed the episode. And if you did, please make sure you subscribe on iTunes, or on your favourite podcast application. If you'd like to know more, please visit our website at Napier b2b dot com or contact me directly on LinkedIn.


What B2B Marketers Need to Consider When it Comes to Email Marketing

Natasha Websdale, Marketing Specialist at Napier, shares her views on what B2B marketers need to consider when it comes to email marketing, drawing from her own experience, and two insightful reports.

Email marketing is an important part of any marketing strategy, keeping audiences up-to-date on the latest products, company news and business insights. Email activity has grown massively over the last couple of years with an increase of approximately 60% from March-April 2020 and remaining at this level throughout 2021.

As email traffic increases and subscribers’ inboxes fill up, competition to capture their attention has grown; making it more important than ever for B2B marketers to stay up to date on the latest email marketing techniques.

I recently came across a couple of reports talking about trends and challenges for 2022. The Smart Insights Email Marketing Trends 2022 report presents the views and predictions of 10 marketing experts, whilst Validity’s Mastering The New Email Landscape report analyses global email performance in 2021 and forecasts the future for email marketing.

This blog will look at some of the things these reports, and my own experience as a digital marketer has taught me to keep in mind in 2022.

The importance of the customer journey

Something that becomes increasingly clear to me as I continue my career in marketing is the importance of the customer journey. Not understanding where a customer is, or how to move them through the funnel could lead to missed opportunities. Email can help you reach potential customers at the right time and move them from being unaware of your business to become customers and brand advocates.

 

Stages include:

Awareness:
This stage is all about brand awareness. Educational content such as eBooks and White Papers can help to introduce you to your audience and position you as knowledgeable experts on specific challenges.

Consideration:
Here audiences are actively searching for a solution to their problem and could be considering your products and services. Sending them content such as case studies and testimonials can help to build trust with your brand.

Decision:
At this point, the audience is already educated about what you are offering, and the goal is to encourage them to press the “buy” button. Here you should include content such as demos and pricing sheets, providing the audience with the facts.

It is important to remember that not everyone’s journey looks the same, some may progress slower, and some may respond better to different content or a different email cadence. This is where email platforms that allow for audience segmentation, personalisation and triggered content come in.

Personalisation is vital

Personalisation is targeting an email or email campaign to a specific contact by leveraging the data and information you have about them. Chances are, if you are creating email campaigns then you are personalising the content. Personalisation is nothing new to us marketers, with Litmus sharing that 9 in 10 marketers believe personalisation is imperative to overall business strategy.

The top 10 personalisation factors used in email marketing are shown in the graph below. Complex personalisation factors, such as past website interactions, are being used significantly less than simple personalisation’s such as name. This is something we should take advantage of, to stand out amongst our competitors.

Basic personalisation tactics include using shortcodes such as “SubscriberFirstName” and “SuscriberEmailAddress” to insert the subscribers profile information. More advanced tactics include changing email content based on the data you have about the subscriber, such as the last product they brought and what pages they have visited on your website.

It is important to find the right level of personalisation within an email, some top tips to consider include:

Be sensitive to strangers
Be sensitive to the information you may have about a customer, including too many details and seeming like you know too much risks appearing creepy.

Plan for scenarios where there isn’t any or incorrect data
You may not have all the data you need, such as a first name. Make sure you have default options set up, so you don’t risk addressing an email to ‘Fname’.

Consider where they are in the customer journey
What are the expectations and needs of the audience at that moment? Marketing messages need to change depending on where the contact is in the customer journey.

Optimise automations and personalisation’s
AI is key here. For example, AI could replace manual segmentation to work out each customer’s interest towards certain categories and messages.

The power of marketing automation

I am continuing to learn the capabilities of Marketing Automation platforms and the benefits they can have. Platforms such as Hubspot and Marketo allow you to lead score, integrate CRMs, monitor campaign performance, know subscribers’ activity and much more.

This collected data means that you can trigger content, such as emails, based on the actions of each subscriber. For example, if a subscriber downloads a piece of content on a particular product, you could automate an email with more information on that product.

Triggering emails based on behaviour ensures the audience is receiving the right information at the right time, personalising their customer journey.

Marketing automation has become more intelligent with the addition of AI and Machine Learning, which evaluates historical interactions to generate insights for future communications. This can include the best time to send someone an email, how to optimise subject lines and automating content.

Measure what matters

Traditional benchmark metrics have been losing value over the last few years.

Apple’s Mail Privacy Protection (MPP) has had a significant impact, resulting in much higher and unreliable open rate figures. Validity says that as adoption of MPP continues, average open rates will level out between 30-40%. To get a true picture of open rates, senders will need to identify MPP opens versus genuine opens.

Because of MPP, marketers are turning away from opens to clicks as their key measure of subscriber engagement, meaning competition for clicks is higher than ever. But clicks are not a reliable measure for success either. Something that I have come across when measuring email campaigns is bot clicks. This is where “bots” click each link in an email to find any links that may contain harmful content. This skews click data and means that it is not a true reflection of the actions the audience is making.

It may be time to stop measuring the success of email campaigns on traditional metrics and instead how they help move us closer to our business goals. The future of metrics will be dependent on what B2B marketers are looking to achieve with their email campaigns and applying KPIs based on the actions they want visitors to take.

 

Email marketing continues to be a vital tool in any marketer’s toolbox. Considering our audience at every step, embracing new and emerging technologies and making sure we remain focused on our goals and not distracted by vanity metrics are just some of the things that can lead us to success in 2022.