Transcript
WEBVTT
1
00:00:03.600 --> 00:00:07.240
Welcome back to the attention podcast,
where you learn how to gain and retain
2
00:00:07.320 --> 00:00:11.560
the attention of your buyers to grow
an audience. I'm Dan Sanchez with sweet
3
00:00:11.560 --> 00:00:14.640
fish, and today I talked to
Jason Widdup, who is the VP of
4
00:00:14.640 --> 00:00:20.440
marketing at Metadata, about how B
Tob Marketers should define a company's quote unquote,
5
00:00:20.480 --> 00:00:24.079
audience, audience. In the interview
we talked about how other marketers are
6
00:00:24.120 --> 00:00:27.839
to currently defining it, based on
a Linkedin Bull I posted recently, we
7
00:00:27.879 --> 00:00:32.320
talked about Jason's definition of audience and
community, and then we discuss the future
8
00:00:32.520 --> 00:00:37.280
of audience growth, the community building
and BB Marketing in general. All right,
9
00:00:37.359 --> 00:00:43.880
let's get into it, Jason,
welcome to the show, based and
10
00:00:43.920 --> 00:00:46.520
thanks for having me. Got To
be here. So this is one of
11
00:00:46.560 --> 00:00:49.640
those episodes that I wish I would
have done at the beginning of this show,
12
00:00:49.679 --> 00:00:53.640
because eventually, you you launch a
podcast on the topic and you think,
13
00:00:53.719 --> 00:00:57.359
when you speak about the topic,
that everybody's thinking about the same thing.
14
00:00:57.439 --> 00:01:02.320
And after interviewing guests after guests,
I started finding out that I define
15
00:01:02.359 --> 00:01:07.439
audience differently than everybody else. So
naturally I put out a poll on Linkedin
16
00:01:07.079 --> 00:01:11.920
with probab four different definitions of an
audience than even in the in the text
17
00:01:11.959 --> 00:01:15.519
I put even more to kind of
show like a full range from all the
18
00:01:15.519 --> 00:01:18.599
way and this is the pull.
These are the poll answers asked. How
19
00:01:18.599 --> 00:01:23.599
do you define a company's quote unquote
audience? It's those who, and my
20
00:01:23.640 --> 00:01:29.319
answers were, are aware of you, prefer you, engage with you regularly
21
00:01:30.159 --> 00:01:34.920
or officially opt into your content.
Those are the four options and the results
22
00:01:34.000 --> 00:01:38.959
are thirty percent, and I'm I'm
kind of rounding a little bit, but
23
00:01:38.040 --> 00:01:42.400
thirty percent said aware of you.
I was shocked because I'm on the other
24
00:01:42.519 --> 00:01:46.959
end. Yeah, yeah, about
eight percent said prefer you, so smaller
25
00:01:47.000 --> 00:01:51.239
they're. Forty two percent is said
engage with you regularly, and that's kind
26
00:01:51.239 --> 00:01:53.040
of where I'm at. It's the
camp of what I voted for. And
27
00:01:53.079 --> 00:01:57.280
about twenty one percent said opted into
your content, which I can see the
28
00:01:57.280 --> 00:02:00.760
case for that too. I thought
the pole results were interesting. Is that
29
00:02:00.840 --> 00:02:05.560
showed that across the least my audience, my small bed be marketing heavy on
30
00:02:05.599 --> 00:02:09.479
this as side audience. They were
very different opinions and the comments went along
31
00:02:10.199 --> 00:02:14.639
as far as why they justified their
opinions. So it wasn't like a loose
32
00:02:14.680 --> 00:02:17.840
opinion, like people were pretty strong
on it and of course a number of
33
00:02:17.840 --> 00:02:22.159
people made the the claim that's like, well, audience is such a loose
34
00:02:22.280 --> 00:02:25.759
term. It's like love, you
know, there's brotherly love and there's affectionate
35
00:02:25.800 --> 00:02:29.479
love. There's many different kinds of
love. I love my big mack was
36
00:02:29.759 --> 00:02:32.400
but not in the same way I
love my wife, you know. Sure.
37
00:02:32.439 --> 00:02:37.280
So, like like, audience is
too broad and it needs it needs
38
00:02:37.319 --> 00:02:38.800
another adjective in order to dive it
down. So those were kind of the
39
00:02:38.800 --> 00:02:43.039
some of the things that I've been
exploring and, Jason, I'm so excited
40
00:02:43.080 --> 00:02:45.800
actually have this conversation with you.
I know you're this is something that you
41
00:02:45.800 --> 00:02:50.120
guys have thought about over at Metadata. So trying to throw it over to
42
00:02:50.159 --> 00:02:53.639
you, like how have you defined
audience and what do you think about where
43
00:02:53.639 --> 00:02:57.680
where the definitions are at as far
as what people think about it? Yeah,
44
00:02:57.719 --> 00:03:00.759
I love this because I like to
get into the words right, I
45
00:03:00.800 --> 00:03:04.360
like to get to like the words
and what they mean and can I did
46
00:03:04.360 --> 00:03:06.879
the same thing with demand generation,
you know, a while ago. But
47
00:03:07.240 --> 00:03:08.719
really with this one, the way
I think about it is, and I'll
48
00:03:08.759 --> 00:03:12.719
talk about why I think some of
the pole results are the way they are.
49
00:03:13.280 --> 00:03:16.240
If you think of audience, like
the word audience is something that we
50
00:03:16.360 --> 00:03:22.960
actually haven't really been using as Bab
marketers until recently. I don't know if
51
00:03:23.000 --> 00:03:27.439
it's five years ago. We usually
say like, when we're usually talking about
52
00:03:27.439 --> 00:03:30.319
what this audience is, it's usually
our database. You know, that's how
53
00:03:30.360 --> 00:03:32.800
you here. It is like,
Oh, it's my database, or you
54
00:03:32.879 --> 00:03:36.719
hear like it's my followers, you
know what I mean. You get these
55
00:03:36.759 --> 00:03:43.080
like countable older school definition. They're
this very attributable you know. And but
56
00:03:43.120 --> 00:03:46.639
if we really think about the word
audience, when do you use the word
57
00:03:46.719 --> 00:03:49.960
audience? You use it when it
you talking about a show, right.
58
00:03:50.039 --> 00:03:55.039
You're using it when you talking about
an audience like of that wants to see
59
00:03:55.080 --> 00:04:01.879
your stuff. And I think that's
where we sometimes get muddied is think of
60
00:04:01.879 --> 00:04:06.639
it from like a show's perspective.
If I'm an audience for I'll just you
61
00:04:06.879 --> 00:04:13.000
the nerdy one big Bang Theory on
TV, I want that content right.
62
00:04:13.039 --> 00:04:15.960
It's not like I'm sitting in front
of my computer screen and I'm browsing a
63
00:04:15.000 --> 00:04:18.439
website and are forcing that show on
me to watch it right. I'm seeking
64
00:04:18.439 --> 00:04:26.519
it out, and so we base
our audience definition more on that than the
65
00:04:26.560 --> 00:04:31.800
traditional like my database or my followers. And so for us what it means
66
00:04:32.160 --> 00:04:41.519
is several things. We've got several
audiences. We have our traditional followers on
67
00:04:41.759 --> 00:04:46.399
or connections on Linkedin, and at
Metadata. We look at that from the
68
00:04:46.399 --> 00:04:48.959
company page and then there's several of
us that are very prominent on Linkedin.
69
00:04:49.040 --> 00:04:53.519
We basically add those up. I'll
get into more about how we how we
70
00:04:53.560 --> 00:04:56.600
measure it kind of more in a
second. But speaking to these Poles,
71
00:04:56.800 --> 00:05:00.480
I think that's why we see the
O are aware and I think that's more
72
00:05:00.519 --> 00:05:02.839
of the older school definition of like, Oh yeah, they've seen some of
73
00:05:02.839 --> 00:05:06.800
my stuff or they're in my database
or they're following me. Doesn't necessarily mean
74
00:05:06.839 --> 00:05:11.199
that they're trying to draw themselves into
your content. And then on the at
75
00:05:11.199 --> 00:05:13.360
on the back end of that,
the OPT in too, at twenty one
76
00:05:13.360 --> 00:05:15.720
percent. So a full half of
the people are, I think, in
77
00:05:15.759 --> 00:05:19.279
this older school like awareness and opt
in, and the opt in is again
78
00:05:19.439 --> 00:05:23.959
my database. Right. So that's
audience. So then what do we call
79
00:05:24.000 --> 00:05:28.160
these other people? Right there were
targeting. That's different to me. I'm
80
00:05:28.160 --> 00:05:31.720
targeting prospects. I don't consider that
an all. I mean this is where
81
00:05:31.720 --> 00:05:34.480
the turns get money, right because, like all the tools are get audience,
82
00:05:34.759 --> 00:05:39.920
exactly the tools that maybe even mine, like probably my own Metadata,
83
00:05:40.120 --> 00:05:43.560
is like you build an audience,
you know what I mean? So you
84
00:05:43.600 --> 00:05:47.399
started calling an audience, but what
that really is it's a target list of
85
00:05:47.480 --> 00:05:51.079
prospects based on your best ICP or
reach o. You know what, however,
86
00:05:51.079 --> 00:05:56.680
you're defining them, and so creating
that separation, I think is really
87
00:05:56.680 --> 00:06:00.000
important, because it's like pull versus
push. You know, my true audience
88
00:06:00.040 --> 00:06:02.800
are the people that want my stuff, want to hear from me, are
89
00:06:02.800 --> 00:06:06.920
seeking it out, and then the
push one is the people that I'm targeting
90
00:06:06.920 --> 00:06:11.360
for my platform because I think there's
a reason that they should buy us.
91
00:06:11.399 --> 00:06:14.560
So that's why we think about it
and I generally, when I think of
92
00:06:14.600 --> 00:06:16.000
the audience, and the one I
came in with my mind even starting the
93
00:06:16.000 --> 00:06:18.839
show, was kind of like public
speaking, right, you have a crowd
94
00:06:19.040 --> 00:06:21.920
yep that's listening to what you have
to say, some engage, some dough
95
00:06:23.319 --> 00:06:28.600
but they're generally listening and taking notes
and engage, like actively consuming the content.
96
00:06:28.639 --> 00:06:31.399
They've chosen to be there exactly and
even better, as if there are
97
00:06:31.439 --> 00:06:34.160
an audience of rage, like raving
fans, right, and then you think
98
00:06:34.199 --> 00:06:38.199
of a concert where they're like Russian
the stage, the hands are up.
99
00:06:38.519 --> 00:06:41.160
Yeah, you know, hopefully you
can turn them from just sitting there passively
100
00:06:41.160 --> 00:06:44.160
engaging to raving fans, and they
can't. They like reaching out just so
101
00:06:44.199 --> 00:06:46.839
they can touch your fingers. Maybe. You know. That's like the dream
102
00:06:46.959 --> 00:06:51.120
of having a small crowd of those
guys, right, at least that's what
103
00:06:51.160 --> 00:06:54.920
I had in my head. So
it's kind of interesting to hear your perspective
104
00:06:54.959 --> 00:07:00.000
on is people that are actively going
after your content, actively looking for it.
105
00:07:00.240 --> 00:07:03.959
Like I get encouraged when someone's like
the only reason why I log into
106
00:07:03.959 --> 00:07:08.560
Linkedin's most of the time is just
to see your post. Right. Yep,
107
00:07:08.600 --> 00:07:11.639
that's the kind of fans and audience
that you want. They're looking for
108
00:07:11.680 --> 00:07:14.360
you and if they don't see you
in a while, they'll go search for
109
00:07:14.399 --> 00:07:16.319
you and make sure they're seeing your
content. Go like some posts. That's
110
00:07:16.319 --> 00:07:19.399
an audience in my mind. Yeah. So, Yep, it sounds like
111
00:07:19.399 --> 00:07:25.120
you guys are similar. Yeah,
and this actually extends into community to write.
112
00:07:25.199 --> 00:07:27.839
So, like a lot of us, are also building a community,
113
00:07:27.879 --> 00:07:30.360
and so now we have to define. Well, what's the difference between your
114
00:07:30.439 --> 00:07:32.439
audience and your community? I don't
know yet, honestly. So I don't
115
00:07:32.480 --> 00:07:35.519
know if we have right now.
We don't have a different definition for these
116
00:07:35.600 --> 00:07:38.920
two. So for us it's kind
of the same thing. I think we
117
00:07:39.000 --> 00:07:43.240
call it more our community because we
are trying to build a community of demand,
118
00:07:43.279 --> 00:07:46.519
gend professionals and so, but here's
the way we look at it.
119
00:07:46.560 --> 00:07:49.680
At metadata. The first one is
a traditional like I mentioned, we've got
120
00:07:49.800 --> 00:07:56.399
followers on like linkedin channels. Right
we grew our company page and then myself,
121
00:07:56.399 --> 00:08:00.199
Mark Hubert Gil our president or our
CEO, and our president, really
122
00:08:00.199 --> 00:08:03.879
Olivier. We're all on social quite
a bit and we are continually using it
123
00:08:03.920 --> 00:08:07.439
to like build our company audience as
well, and so we look at those,
124
00:08:07.480 --> 00:08:09.600
we add those up. There's duplication, of course, a lot in
125
00:08:09.639 --> 00:08:13.040
there. We add those up,
though. That's one part of it.
126
00:08:13.439 --> 00:08:18.959
The next part are people who have
specifically requested to hear from us. So
127
00:08:20.040 --> 00:08:24.560
this is more that opt in one
where they've been on our website, they
128
00:08:24.560 --> 00:08:28.439
engaged with content, and then there's
specific signups that say please tell me when
129
00:08:28.439 --> 00:08:33.039
new content comes out and so if
they register for that, then we consider
130
00:08:33.120 --> 00:08:35.879
okay, they're in our community now, and then they get weekly emails about
131
00:08:35.919 --> 00:08:41.600
new stuff we're putting out. And
really it's it's those things, you know
132
00:08:41.600 --> 00:08:43.600
what I mean? It's really those
two things that we kind of add up
133
00:08:43.600 --> 00:08:48.960
and we consider those our community.
And where do these other? So along
134
00:08:48.000 --> 00:08:50.639
with the optens, we also have
like our event, our big demand event
135
00:08:50.679 --> 00:08:56.360
that we did last October. People
are registered for that. They automatically enter
136
00:08:56.480 --> 00:09:01.840
into that community kind of list or
group that we have. So our plan
137
00:09:01.039 --> 00:09:05.679
ultimately is what you do want to
place. We want to give our community
138
00:09:05.720 --> 00:09:09.799
members a way to engage and network
and share and, you know, engage
139
00:09:09.799 --> 00:09:11.559
with our content more in our events. We're just not sure how to do
140
00:09:11.600 --> 00:09:16.000
that yet. So we're thinking of
technology as a later stage, saying for
141
00:09:16.080 --> 00:09:20.480
us to get into around community and
audience, but first let's just see.
142
00:09:20.480 --> 00:09:22.879
Do we have one? You don't
mean like do we have a community who
143
00:09:22.879 --> 00:09:26.600
wants to engage? And so that's
kind of how we're taking audience and kind
144
00:09:26.600 --> 00:09:28.639
of community as well. So the
way you're measuring it is kind of adding
145
00:09:28.759 --> 00:09:33.120
up your aggregate followers across toy,
your linkedin profiles of people who are doing
146
00:09:33.200 --> 00:09:37.279
that actively for the company, email, optens and event attenptees. Is that
147
00:09:37.360 --> 00:09:41.600
kind of like the three main prongs? Yep, yeah, it's funny.
148
00:09:41.600 --> 00:09:46.399
I actually define community is different than
audience. But I go back to Seth
149
00:09:46.440 --> 00:09:48.919
Goden's book tribes, you know,
a Golden Oldie right as far as a
150
00:09:50.000 --> 00:09:52.440
marketing but because like one of my
first big books I read as a marketer.
151
00:09:52.639 --> 00:09:56.879
I like the way he defines the
tribe. Is kind of like both
152
00:09:56.919 --> 00:10:01.360
of them coming together to find the
audiences. Essentially a company or individual speaking
153
00:10:01.559 --> 00:10:05.279
to a specific group of people and
they're consuming it. It's I consider it
154
00:10:05.279 --> 00:10:09.320
to be an active audience if they're
communicating back to that person or company.
155
00:10:09.360 --> 00:10:13.039
Active. It's going both ways.
Yeah, but that audience is not talking
156
00:10:13.039 --> 00:10:16.639
to each other. When they do
start talking to each other without and it
157
00:10:16.679 --> 00:10:20.879
can be facilitated by the leader or
not, but when they start talking to
158
00:10:20.919 --> 00:10:24.159
each other, that's community. Yeah. Like. So if you can get
159
00:10:24.240 --> 00:10:28.759
your audience to start cooperating together around
your the principles you're throwing out there,
160
00:10:30.120 --> 00:10:33.519
like now, you have community and
communities formed by themselves all the time.
161
00:10:33.600 --> 00:10:35.919
Right, that happens. I'll read
it and Cora and all kinds of sites.
162
00:10:35.919 --> 00:10:39.159
Discords really popular right now. Communities
are out there and you can build
163
00:10:39.159 --> 00:10:43.080
an audience from an existing community.
Yeah, men, obviously it's even better
164
00:10:43.120 --> 00:10:46.519
if they overlap, if you're doing
both. It's better for audience growth and
165
00:10:46.559 --> 00:10:50.240
for your community, but that's how
I kind of defined them separately. Yeah,
166
00:10:50.279 --> 00:10:52.200
I like that too. I actually
like that. That makes a lot
167
00:10:52.200 --> 00:10:54.159
of sense. It's kind of like
audience and then one step further and aid.
168
00:10:54.240 --> 00:10:56.480
That makes a lot of sense to
the kind of self engaging their self,
169
00:10:56.559 --> 00:10:58.919
organizing. Maybe you know what I
mean. It's like, yeah,
170
00:11:00.200 --> 00:11:03.080
it could be something where you step
out and that thing keeps going. Really
171
00:11:03.120 --> 00:11:07.919
it was interesting too, is I'm
starting to see communities for sale. You
172
00:11:07.960 --> 00:11:09.080
don't mean it's so now. It's
a new, interesting way. We don't
173
00:11:09.039 --> 00:11:13.000
have to get that's a whole other
maybe topic, but you know, people
174
00:11:13.080 --> 00:11:16.039
selling communities now to which is a
very interesting thing. I don't know if
175
00:11:16.039 --> 00:11:18.120
that'll be a good thing or not, but we'll see how that plays out.
176
00:11:18.159 --> 00:11:22.759
I think it'll be a good thing
because I think it's just what's inevitable.
177
00:11:22.879 --> 00:11:26.639
Like I honestly I kind of see
an audience being the next biggest form
178
00:11:26.679 --> 00:11:30.600
of leverage. HMM, you know, capital is a big form of leverage,
179
00:11:30.639 --> 00:11:33.159
but I think the people who have
the audience over the next ten,
180
00:11:33.240 --> 00:11:35.279
twenty years will be the ones with
leverage. Yeah, which is why they're
181
00:11:35.320 --> 00:11:39.600
early, I'd say, not even
the early majority, but like the innovators
182
00:11:39.320 --> 00:11:43.440
are playing with this now. I'd
say they're early adopters. Are Now starting
183
00:11:43.519 --> 00:11:46.799
to prepare to try to grow an
audience or require one. Yeah, just
184
00:11:46.879 --> 00:11:50.960
like it was like, I guess, even with tech and the SASS model.
185
00:11:50.960 --> 00:11:54.080
That was big and people were just
acquiring it to stay in the market.
186
00:11:54.600 --> 00:11:56.799
Yeah, people are acquiring it now
and a lot of people will just
187
00:11:56.840 --> 00:12:01.720
be going audience first. Companies in
building an audience and then launching a product.
188
00:12:01.840 --> 00:12:03.440
Right, that's starting to see that
happens. Yeah, actually, I
189
00:12:03.440 --> 00:12:07.360
know one right now. Yeah,
yeah, I think the folks over at
190
00:12:07.399 --> 00:12:09.679
hype cycles, like Justin and Julia. I think that's kind of what they're
191
00:12:09.679 --> 00:12:11.240
doing right now, is they're trying
to like, what's the audience first,
192
00:12:11.240 --> 00:12:15.159
while we're building this product, and
then when we have that launched, we
193
00:12:15.200 --> 00:12:18.000
automatically have an audience. And I
kind of learned some of the stuff.
194
00:12:18.000 --> 00:12:22.440
You know, my background is way, primarily in operations. And so some
195
00:12:22.519 --> 00:12:24.080
of the stuff this I don't want
to call the softer side of marketing,
196
00:12:24.120 --> 00:12:26.960
because now I fully I'm a fully
bought in, but I didn't have a
197
00:12:28.000 --> 00:12:30.360
lot of experience with this stuff.
And so, you know, I remember
198
00:12:30.399 --> 00:12:33.360
one of my first meetings with Dave
Gearhart, a year and a half ago,
199
00:12:33.399 --> 00:12:35.879
I think, or something like that. She was talking about this to
200
00:12:35.960 --> 00:12:37.120
me. He's like, you just
need to have your own audience. Then
201
00:12:37.120 --> 00:12:41.600
you have and then when you have
your audience, it's like you automatically have
202
00:12:41.960 --> 00:12:45.080
a set of people to test things
against. You don't mean so like you
203
00:12:45.080 --> 00:12:48.080
have this tribe or whatever, you
know what, this group of people that
204
00:12:48.120 --> 00:12:52.720
are favorable to you because you're providing
value to them and you get value back.
205
00:12:52.759 --> 00:12:54.519
You know what I mean? And
as well, and I think that
206
00:12:54.559 --> 00:12:56.480
really resonated with me, because I's
like, well, who am I gonna
207
00:12:56.519 --> 00:12:58.000
you know, who did I test
the stuff with? You know, and
208
00:12:58.039 --> 00:13:01.919
if you have a friendly audience that's
already there, that that's it, you
209
00:13:01.919 --> 00:13:05.120
know, and if they're mostly people
that could potentially buy your product sometime later
210
00:13:05.159 --> 00:13:09.399
down the road, what better place
to like test new things, ask questions,
211
00:13:09.440 --> 00:13:13.200
get ideas of what will work,
and so then, ever since I
212
00:13:13.200 --> 00:13:16.399
had that conversation with them, was
like, okay, let's see how we
213
00:13:16.440 --> 00:13:18.519
can do this. Yep, audience
first, it's a thing. I just
214
00:13:18.559 --> 00:13:24.440
interviewed to Kathleen booth who's doing it
with her company. They're literally just launching.
215
00:13:24.480 --> 00:13:26.320
They have an audience. They're launching
their first product into it. Oh
216
00:13:26.440 --> 00:13:28.960
Nice, I think it's becoming a
thing, but she's she's pretty much an
217
00:13:30.000 --> 00:13:31.399
innovator with what she's doing, because
I don't see many people doing it.
218
00:13:31.440 --> 00:13:35.120
There's probably one book on the topic. Yeah, I went and found it's
219
00:13:35.159 --> 00:13:37.279
called the embedded entrepreneur. If you're
a big reader, it's a great,
220
00:13:37.720 --> 00:13:41.720
great listen on audiobook. Nice,
though, he talks a little bit more
221
00:13:41.720 --> 00:13:45.600
about finding an existing community, becoming
part of the community and then using the
222
00:13:45.600 --> 00:13:50.600
community to give you feedback on early
mvps and stuff like that. A little
223
00:13:50.600 --> 00:13:54.519
different than audience growth, but kind
of the same same idea. So,
224
00:13:54.799 --> 00:13:58.720
with that mind, like, how
are you setting and measuring audience growth goals
225
00:13:58.759 --> 00:14:03.240
for metadetic currently? Yeah, the
the age old question. How do we
226
00:14:03.840 --> 00:14:07.000
where we headed and how do we
set those goals? I mean, the
227
00:14:07.000 --> 00:14:11.120
thing with us is we're we have
a bad habit of like putting a finger
228
00:14:11.159 --> 00:14:15.519
in the air when we set goals
a little. This just may be because
229
00:14:15.559 --> 00:14:18.200
of my background and ops and I
just kind of think like I do a
230
00:14:18.240 --> 00:14:20.360
little bit of head Maath and like
Oh, you know, something like this,
231
00:14:20.480 --> 00:14:26.039
and it steered me wrong but right, several times. As an example,
232
00:14:26.600 --> 00:14:28.799
so last year when we had our
demand conference, was our first one,
233
00:14:28.840 --> 00:14:31.200
you know, it was we had
we were too marketers, just,
234
00:14:31.279 --> 00:14:35.519
you know, two marketers pulling this
thing together, and our CEO asked me
235
00:14:35.559 --> 00:14:39.240
like okay, what's our goal?
And just I thought about it, I
236
00:14:39.320 --> 00:14:43.200
just kind of did some very loose
head math. I was like about four
237
00:14:43.279 --> 00:14:48.960
thousand and even saving it. Okay, great, and after we achieved I
238
00:14:48.000 --> 00:14:52.000
think forty four hundred, because then
I arbitrarily accidentally said change the goal of
239
00:14:52.000 --> 00:14:54.919
five thousand. But that's a different
story. He came back to me after
240
00:14:54.919 --> 00:14:58.159
we achieved and he's like, you
know, my expectation was five hundred.
241
00:14:58.399 --> 00:15:01.360
He's like, and Gil, of
anybody knows Gil, like you're never like
242
00:15:01.440 --> 00:15:05.840
accidentally setting your goals, you know, like above his. That just doesn't
243
00:15:05.879 --> 00:15:07.879
happen. And so we have a
kind of an interesting habit of that.
244
00:15:07.919 --> 00:15:11.000
But also it's nice about that,
as we don't have those past experiences oftentimes.
245
00:15:11.000 --> 00:15:13.360
So like put a ceiling on what
we're doing. So like, Oh,
246
00:15:13.440 --> 00:15:16.240
I have done this in the past
and I was only able to do
247
00:15:16.279 --> 00:15:20.639
this. That said, because we
grew that initial kind of community audience so
248
00:15:20.720 --> 00:15:24.480
quickly with that event and then we
started adding to it, we're looking at
249
00:15:24.480 --> 00:15:28.440
a baseline and then an increase over
baseline. So that's really what we're looking
250
00:15:28.480 --> 00:15:31.399
for. Is like, okay,
where did we start? And then what
251
00:15:31.480 --> 00:15:33.039
do we think we can get this
to this year? And that's really kind
252
00:15:33.039 --> 00:15:35.120
of how we set the goals.
was like, okay, we're starting it
253
00:15:35.159 --> 00:15:39.200
let's say six thousand sixty five hundred, and we had forty four hundred registers
254
00:15:39.240 --> 00:15:41.559
for demand this here. Can we
get to above Tenzero, you know,
255
00:15:41.679 --> 00:15:46.399
this year and then can you know, and then can we have that extend
256
00:15:46.399 --> 00:15:48.240
and grow the community to about Twelvezero, you know? So we just kind
257
00:15:48.240 --> 00:15:54.200
of like we're try to be reasonable. Once we understand how community really affects
258
00:15:54.200 --> 00:15:58.120
demand, then we'll have a model
that we can use. You know what
259
00:15:58.159 --> 00:16:00.159
I mean to be like, okay, every x number of people we add
260
00:16:00.320 --> 00:16:03.360
turns into like either faster pipeline or, you know what I mean, will
261
00:16:03.360 --> 00:16:07.080
hopefully have some day that we can
start to use to model it and then
262
00:16:07.120 --> 00:16:08.960
once it becomes part of the demand
model, then it gets a lot more
263
00:16:08.960 --> 00:16:11.519
attention, you know. And so
that's kind of how we that's usually how
264
00:16:11.519 --> 00:16:15.600
we step through things and that's kind
of where we are with with audience today.
265
00:16:15.639 --> 00:16:18.399
Are you looking to just grow the
same channels larger, like Linkedin,
266
00:16:18.480 --> 00:16:22.000
profiles, email list, event,
attendance? Are there? You just kind
267
00:16:22.000 --> 00:16:26.279
of doubling down on those three?
Yes so far, and I think you
268
00:16:26.279 --> 00:16:30.000
know what we want to do is
we want to double down an event.
269
00:16:30.080 --> 00:16:32.960
So we want to do a lot
more and a lot very like a lot
270
00:16:33.000 --> 00:16:36.120
more varied types of events, and
so that's one of the ways that will
271
00:16:36.159 --> 00:16:38.960
kind of extend a hybrid in person
virtual. That'll be a big part of
272
00:16:38.960 --> 00:16:42.120
our strati small, larger, exclusive. You know, we'll do lots of
273
00:16:42.120 --> 00:16:47.000
different things. But you know,
in terms of the channels, you know,
274
00:16:47.039 --> 00:16:49.039
Linkedin is just so you know,
we sell the markers right. So
275
00:16:49.120 --> 00:16:55.039
like marketers are on Linkedin. It's
a great place to like grab grow expand
276
00:16:55.080 --> 00:16:59.320
the community. So will primarily be
there and at some point we will have
277
00:16:59.840 --> 00:17:02.120
a place, you know what I
mean, for people to go and it
278
00:17:02.120 --> 00:17:04.400
won't just be a community side.
I won't be slack. It'll be somewhere
279
00:17:04.440 --> 00:17:10.720
that actually hosts content, host events
like it actually will be a bigger experiential
280
00:17:10.799 --> 00:17:14.000
type of platform when we actually take
it there. And so but yeah,
281
00:17:14.039 --> 00:17:15.440
that's kind of how we're that's that's
kind of how we're thinking about it right
282
00:17:15.440 --> 00:17:19.519
now. So how much currently does
owned media contribute to revenue? And we're
283
00:17:19.519 --> 00:17:22.559
are you hoping it's going to be
in the future? This one is hard,
284
00:17:22.640 --> 00:17:25.799
right. So this one is hard
to measure, but we know it
285
00:17:25.799 --> 00:17:30.960
works and we do a lot of
qualitative measurement on these types of things.
286
00:17:32.079 --> 00:17:36.400
So because, like if you go
full just straight attribution, if you try
287
00:17:36.400 --> 00:17:41.039
and go just straight mathematical attribution,
you would probably stop doing podcasts, you
288
00:17:41.160 --> 00:17:45.599
would maybe stop doing events because you
do you don't know as it causing a
289
00:17:45.799 --> 00:17:48.759
cause or effect. You know I
mean you, you would focus in on
290
00:17:48.799 --> 00:17:52.920
paid search, you know what I
mean. It's like your primary channel.
291
00:17:52.160 --> 00:17:57.279
And so we know it affects revenue
in couple ways. The first way is
292
00:17:57.319 --> 00:18:02.279
the sales reps are happy about it. So when they outbound. What I
293
00:18:02.319 --> 00:18:06.000
hear is, Jason, my outbounding
is so much easier than I've ever done
294
00:18:06.000 --> 00:18:10.119
at any other company because they know
who we are, they appreciate our content,
295
00:18:10.160 --> 00:18:12.119
they feel like we're in it for
them. That take my call,
296
00:18:12.160 --> 00:18:17.359
and so that's a big way.
We Have Gong trackers actually listen for my
297
00:18:17.440 --> 00:18:21.759
name, Mark's name, you know, anything around that where people are mentioning
298
00:18:21.799 --> 00:18:25.200
our content or that they follow us
or they see us. We use that,
299
00:18:25.319 --> 00:18:27.119
you know what I mean. And
then we do do the traditional attribution.
300
00:18:27.240 --> 00:18:30.440
So like when we do a demand
event, there's a sales force campaign
301
00:18:30.519 --> 00:18:33.799
and then involved. So we can
understand like okay, people that attended.
302
00:18:34.200 --> 00:18:37.920
And this is more influence, right, because I did it influence some deals.
303
00:18:37.960 --> 00:18:41.759
But for me, like in terms
of the importance. To me,
304
00:18:41.920 --> 00:18:48.200
the importance is so high I would
never not do this. So, like
305
00:18:48.240 --> 00:18:49.839
if somebody came to I, Gil
came to me and said I just don't
306
00:18:49.880 --> 00:18:52.359
see the numbers like you hat to
show me that this tied to this,
307
00:18:52.359 --> 00:18:56.039
I'd be like, let me give
you in my notice. If he was
308
00:18:56.119 --> 00:18:57.960
serious, you know, because I
was like will never be able to really
309
00:18:59.079 --> 00:19:03.440
understand that kind of attribution. You
know, what develops trust, getting to
310
00:19:03.480 --> 00:19:07.240
know us, that social proof,
you know, I mean the word of
311
00:19:07.279 --> 00:19:11.240
mouth, and that's really what the
content this own media really does for us.
312
00:19:11.240 --> 00:19:15.319
And our strategy is really educational content. Our podcast is called demand Gen
313
00:19:15.400 --> 00:19:18.440
you, we try and teach people
how to do things outside of using tools.
314
00:19:18.559 --> 00:19:19.880
Right, so it's like, sure, we have a tool, it
315
00:19:19.920 --> 00:19:22.480
can maybe help you with some of
this over here, but guess what,
316
00:19:22.559 --> 00:19:25.400
Here's how you do it on your
own and here's how you get better at
317
00:19:25.440 --> 00:19:27.599
it. And we feel like as
long as we're doing that and we're giving
318
00:19:27.680 --> 00:19:33.160
demandin marketers like content information, our
experiences were very authentic, you know what
319
00:19:33.160 --> 00:19:36.880
I mean, very transparent with it, and if that helps them, we're
320
00:19:36.880 --> 00:19:40.599
but we built trust, we created
the relationship and then the hope is that,
321
00:19:40.799 --> 00:19:42.680
oh, when they're ready, they'll
know about us, because I've been
322
00:19:42.720 --> 00:19:45.359
kind of following us and we sprinkle
things and of course, our content we
323
00:19:45.400 --> 00:19:48.759
sprinkle them in like Oh, meditated
does this, Depp, they will come
324
00:19:48.759 --> 00:19:52.000
in, they'll set that self,
educate and then the last four demo and
325
00:19:52.039 --> 00:19:55.000
we see at work, you know, and so that's it's hard to measure
326
00:19:55.160 --> 00:19:57.799
the effect on revenue, but we
know across the board and we do have
327
00:19:57.920 --> 00:20:02.559
great what what I call it at
the top. So basically, like our
328
00:20:02.640 --> 00:20:03.799
leaders believe in it. To our
leaders believe in marketing, you know.
329
00:20:03.839 --> 00:20:07.519
So Gill believes in marketing. Olivia
believes in marketing big time, and they
330
00:20:07.559 --> 00:20:10.319
don't just say it because they think
they need to. And so all those
331
00:20:10.319 --> 00:20:14.200
things together really give us the ability
to put a lot of weight on this
332
00:20:14.640 --> 00:20:19.119
without a ton of direct attribution to
revenue. Do you ask customers when they
333
00:20:19.160 --> 00:20:22.480
come in how they first discover you? It's kind of like my primary way
334
00:20:22.519 --> 00:20:26.519
of kind of gaging where they came
from, even though it's always multi touch.
335
00:20:26.599 --> 00:20:29.000
But exactly, yeah, thank you. Usually say so like, oh,
336
00:20:29.039 --> 00:20:30.599
well, we we found you on
Linkedin and then we started listening to
337
00:20:30.599 --> 00:20:34.480
the podcast or something. And marketers
will they'll offer that up because they know
338
00:20:34.519 --> 00:20:37.759
they're trying. They're doing the same
thing. They're trying figure out where there
339
00:20:37.759 --> 00:20:38.680
are people coming from. Stir like, Oh, I can help you out,
340
00:20:38.680 --> 00:20:41.200
this is exactly you know what I
mean. So yes, we just
341
00:20:41.279 --> 00:20:44.759
are adding it to our form,
though now we actually haven't had it in
342
00:20:44.759 --> 00:20:49.000
our form. What we did is
we would take all the unattributable demo requests
343
00:20:49.079 --> 00:20:52.160
and I would just email them.
I would everyone's wall his email and say,
344
00:20:52.160 --> 00:20:56.119
hey, market at a marketer.
You know, you came in unattributed.
345
00:20:56.240 --> 00:21:00.200
Just would love to understand how you
heard about us and how, like,
346
00:21:00.279 --> 00:21:02.680
what was the path that got you
there? And Man, I got
347
00:21:02.759 --> 00:21:07.880
some great answers like paragraphs. Sometimes
the only mean like a friend was talking
348
00:21:07.880 --> 00:21:11.000
to my friend like Oh, that's
interesting. He told me I should follow
349
00:21:11.039 --> 00:21:12.799
one of you guys. Went and
followed mark saw this interesting piece of count
350
00:21:12.839 --> 00:21:15.240
you know, they would take me
through their whole story and you know,
351
00:21:15.400 --> 00:21:19.640
most of the time none of that
like would have been seen in a system
352
00:21:19.640 --> 00:21:22.240
and us being able to like dial
it up or dial it down. You
353
00:21:22.279 --> 00:21:26.839
know, I find that's probably one
of my favorite place to look at.
354
00:21:26.920 --> 00:21:30.480
I mean we have hub spot and
use the reports, but my favorite place
355
00:21:30.599 --> 00:21:33.079
just to come straight from their mouth. Tell me where you found it,
356
00:21:33.119 --> 00:21:37.279
because, especially I know you and
us, we're both marketing to marketers.
357
00:21:37.359 --> 00:21:40.960
YEP, so they're keenly aware of
how they first found yeah, yeah,
358
00:21:40.960 --> 00:21:44.079
and a B to see audience.
Good luck, right. Yeah, remember
359
00:21:44.279 --> 00:21:48.759
where their first touch was? Marketers
tend to remember those things totally. Yes,
360
00:21:48.839 --> 00:21:52.200
so, as a broad question to
kind of wrap up this interview.
361
00:21:52.200 --> 00:21:55.240
Where do you think this whole landscape
is going with audience growth? Do you
362
00:21:55.279 --> 00:21:59.480
see audience growth becoming more important or
staying the same? Do you think it's
363
00:21:59.519 --> 00:22:03.799
buzz? What are your like five
year projections on this segment will be?
364
00:22:03.400 --> 00:22:07.079
But that was question. I think
this is going to be a disruptive is
365
00:22:07.119 --> 00:22:11.799
such a like the overused term,
but I do think this is disruptive and
366
00:22:12.200 --> 00:22:15.880
here's why. So I'm nice to
get on a little bit of story.
367
00:22:17.039 --> 00:22:19.279
We've got our all in one solutions, right, you got your you know,
368
00:22:19.319 --> 00:22:22.880
the Marquett of the big, the
big MARTECH players that are like acquiring
369
00:22:22.880 --> 00:22:30.519
different niche solutions and like stacking them
together. Well, imagine a world where
370
00:22:30.680 --> 00:22:37.839
you've got a community and a community
is potentially supported by some of the top
371
00:22:37.839 --> 00:22:42.359
players in Martek, but these are
niche players in the community is actually the
372
00:22:42.400 --> 00:22:48.279
thing that can pull in all in
one solution together, but with disparate point
373
00:22:48.480 --> 00:22:53.759
niche solutions, right, and the
community now is the one that's designing the
374
00:22:53.759 --> 00:22:59.279
text acts and I do think we're
going to see a movement away from all
375
00:22:59.279 --> 00:23:03.200
in one platforms. As you know, integrations get easier and people like realize,
376
00:23:03.200 --> 00:23:04.400
Oh, I've got a unique part
of my funnel in here that I
377
00:23:04.400 --> 00:23:07.400
can only fill with this, and
what the all in one solution provides isn't
378
00:23:07.440 --> 00:23:11.559
really great at this little thing.
And so I think community is going to
379
00:23:11.599 --> 00:23:12.599
feed that, you know what I
mean? I think community is going to
380
00:23:12.640 --> 00:23:17.000
help say, like, okay,
I'm not going to trust the vendor when
381
00:23:17.000 --> 00:23:18.640
they say they're better with these three
things, but man, if the community
382
00:23:18.680 --> 00:23:22.400
is talking about it and I've got
people in there that I trust and they're
383
00:23:22.400 --> 00:23:25.920
talking about these four tools together,
great, I've got it. And then
384
00:23:25.960 --> 00:23:27.720
imagine, like you get a discount
when you buy all for you, I
385
00:23:27.759 --> 00:23:30.039
mean like you buy all for together, and these company starts to become like
386
00:23:30.240 --> 00:23:33.839
partners. And so I think community
is going to be huge and audiences are
387
00:23:33.880 --> 00:23:38.480
going to like feed that and it's
going to be the way more people buy.
388
00:23:38.519 --> 00:23:42.440
And so, yeah, I have
big plans that are maybe not plans
389
00:23:42.440 --> 00:23:47.200
with plans too, but I I've
big visions for like what's going to happen
390
00:23:47.279 --> 00:23:52.400
with audiences and communities all the way
to at some point, I'm hoping,
391
00:23:52.599 --> 00:23:53.759
you know, we get control of
our profiles and we start to say,
392
00:23:53.839 --> 00:23:56.000
like this is what I'm in the
market for right now, your I mean,
393
00:23:56.079 --> 00:24:00.000
and like then. We only get
advertised like these kinds of things,
394
00:24:00.039 --> 00:24:02.240
and that could also be supported by
a community even, you know. So
395
00:24:02.319 --> 00:24:06.640
community could just be really it's like
a bioloschal entity, right, like one
396
00:24:06.680 --> 00:24:10.640
little cell doesn't survive on its own. You got a big group of cells
397
00:24:10.680 --> 00:24:14.079
all working together, you know,
on something that's got some some legs,
398
00:24:14.119 --> 00:24:15.799
and so yeah, I really think
it's going to get big. Jason,
399
00:24:15.880 --> 00:24:19.680
thank you so much for joining me
on the attention podcast. Working People connect
400
00:24:19.720 --> 00:24:22.720
with you and learn more about metadata. Just follow me on Linkedin. I
401
00:24:22.759 --> 00:24:26.119
think that's the best place you will
get all kinds of content, helpful stuff.
402
00:24:26.200 --> 00:24:30.640
Yeah, just check out our website, metadata dot ioh see if see,
403
00:24:30.640 --> 00:24:33.400
if you like what we have.
Fantastic. Thanks for joining me again.
404
00:24:33.440 --> 00:24:37.680
Thanks, Dam all right, so
let's talk about what caught my attention
405
00:24:37.720 --> 00:24:42.160
now. Jason is ill called early
adopter on going hard after this audience grows
406
00:24:42.279 --> 00:24:48.559
trend, and I thought I really
understood the definition of audience until enough people
407
00:24:48.599 --> 00:24:52.839
on Linkedin told me they had very
different opinions on what an audience meant.
408
00:24:52.839 --> 00:24:56.599
So it was good to circle back
with somebody WHO's really picking up on this
409
00:24:56.720 --> 00:25:00.519
and going after it to find that
actually have a lot of the linment with
410
00:25:00.799 --> 00:25:03.880
what Jason is doing at Metadata and, I think, what a lot of
411
00:25:03.880 --> 00:25:07.160
others are doing too. Now.
I think when you hear the term audience
412
00:25:07.279 --> 00:25:11.279
paired with growth, generally people are
talking about an audience that's engaging with your
413
00:25:11.279 --> 00:25:15.759
brand regularly and for this show,
that's how I'm going to continue to define
414
00:25:15.839 --> 00:25:19.759
the word audience. It's the people
who are actively seeking you out, the
415
00:25:19.759 --> 00:25:23.160
people who want to listen to you. They may not subscribe, though.
416
00:25:23.200 --> 00:25:27.720
That's the easy way for marketers to
measure how big of an audience they have
417
00:25:27.759 --> 00:25:33.240
based on subscribers or followers across different
channels, and that's all well and good.
418
00:25:33.319 --> 00:25:36.119
That's how I measure it, but
it's broader than that. It is
419
00:25:36.160 --> 00:25:38.440
the people who are actively checking you
out. Just like you might not have
420
00:25:38.480 --> 00:25:42.160
them on your email list, but
there probably are some websites that you frequent
421
00:25:42.400 --> 00:25:47.640
and are reading from all the time. Yet they don't have an official record
422
00:25:47.720 --> 00:25:51.640
of you coming from or coming to
read read the website. Right you're still
423
00:25:51.680 --> 00:25:56.160
part of their audience. You're still
engaging with it actively, actively. So
424
00:25:56.440 --> 00:26:00.640
that's how I'm going to define audience
for the rest of the show until maybe
425
00:26:00.960 --> 00:26:03.559
tell the whole industry takes a turn
and says otherwise.