January 2, 2025 • 34 mins
In this episode of Campaign Code Breakers, we chat with Rachel Gleiberman, Marketing Manager at Profire Energy, about how her team aligned with sales to craft a campaign that tripled their leads and drove record engagement. From turning highly technical product features into relatable content to adopting a “human-first” messaging strategy, Rachel shares the exact tactics that helped Profire crack new markets and deliver standout results. Tune in for practical tips on creating campaigns that resonate with buyers, forging powerful partnerships with sales, and infusing enough creativity to solve your own marketing puzzles. Don’t miss this behind-the-scenes look at a campaign that’s redefining how B2B marketing gets done!
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Episode Transcript
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(00:02):
Welcome to Campaign Code Breakers,
the B2B marketing podcast that unpacks real world marketing campaigns.
Each episode,
we unlock strategies,
dissect tactics,
and reveal the keys behind successful marketing initiatives.
Join us as we learn from top marketers and share
the insights you need to drive your campaigns forward.
It's time to break the code and revolutionize your results.
(00:28):
What's up?
Welcome to the very first episode of Campaign Code Breakers.
Uh,
I'm the host of the podcast,
Will Reddick.
I figured I'd give you guys a quick introduction
before we dive in with my friend Rachel Glieberman.
Uh,
from Profire Energy and just talk a little bit about
the podcast,
the idea for the podcast,
(00:48):
uh,
since this is the very first episode
and uh the name behind it and how it came to the name.
So a little bit about me,
I'm an Air Force veteran,
um,
and I transitioned into market marketing,
um,
about I would say about 6 years ago,
um,
from,
uh,
being a cryptologic language analyst.
So a part of my job
was,
uh,
(01:09):
a little bit of,
a little bit of code breaking.
Um,
so I thought it'd be really fun to kind of,
um,
you know,
think
about
marketing through the lens of somebody who's,
you know,
dealing with strategy,
dealing with tactics,
and coming up with these ideas,
you know,
specifically in B2B marketing because that's where I've been
for the past 6 years,
(01:30):
and,
you know,
I just thought of it in.
In terms of like what would be really helpful for for for me,
um,
you know,
in,
in coming up with new ideas and seeing what the cool
trends and stuff like that are that are out there.
So that's the idea behind the podcast is to break down codes uh
of uh break break down the codes of of the the latest and greatest,
(01:52):
uh,
with some real life.
marketing professionals and I'm so I'm gonna dive in here
and jump into the recording of the conversation that I had
uh with uh with Rachel,
who I met
at uh at Inbound the HubSpot's inbound event in Boston
a little while back.
So I'm really excited for this conversation.
I hope you guys love it.
(02:12):
She's got a lot of great insights.
Um,
check it out.
All right,
welcome everybody to Campaign Code Breakers.
I have my friend Rachel Gliberman with me today.
I'm so stoked to have her on the podcast.
Um,
Rachel,
can you share a bit about your background and how you first got into marketing?
You bet.
So I have kind of an interesting experience.
(02:35):
I believe in life,
everything kind of
comes on its own and uh everything happens for a reason.
So I started
in marketing while I was still in university,
getting a degree in analytical chemistry.
So yeah,
I know,
very unrelated fields.
So I was working for a um
(02:55):
B2C company and it was a small company and I worked my way up,
like 5 of us in the office.
I started as executive office administrator
and then just kept
accepting more responsibilities and new roles as they came.
And one day they said,
You know,
we need someone to do some marketing,
a little communications.
We think you'd be good at it.
So,
(03:15):
while I'm in university,
I was getting trained on the job
to learn
everything about marketing.
I had a private tutor,
they paid for some online courses.
And at that point,
I realized that marketing was my passion,
but it was too late to give up on school.
So I finished my degree,
and
then after that I realized,
OK,
I've got this analytical mindset
(03:37):
and I like the creative side of marketing,
and it turns out those actually go really well together.
And
being an Alberta girl,
if you know what that means,
oil and gas is everywhere here,
so getting
into that industry is kind of
expected.
Everyone here works in oil and gas in some
capacity and uh yeah,
(03:59):
so I just
kind of said yes to every opportunity that came my way,
and that's how I got to where I am now.
I love that.
I really love that.
So like I sense that that passion off you.
So we actually,
for those listening,
like we met very briefly,
like on our walk over
to like the the the um inbound uh
(04:19):
Boston like the hub,
the big hubspot trade show.
Um,
and just kind of sparked up a chat
and uh yeah,
I just felt the passion for marketing coming off of you and then
when you kind of told me like that you were in from Canada
and you were like the only one from your team in Boston,
I was just like,
oh,
she's like
she's she's in it.
She's like
(04:39):
she's a passionate marketer,
so that's I love it and I love learning new things.
That's the cool thing about
marketing and digital marketing.
The world is constantly changing.
So if you're not
Always learning new things or staying on top of it,
you're falling behind.
So,
and I love the opportunity to travel and if the company is paying for it even better.
Yeah,
thank you.
(05:02):
Cool.
OK,
so you mentioned about,
you know,
about being an Alberta girl and you know,
oil and gas being a huge industry.
Can you tell us a little bit about your company Profire Energy
and you know,
what do they do,
you know,
who are your target customers?
You bet.
So,
uh,
Profire has been around,
I think this is 22 years now,
almost 23.
And we are a burner management and combustion controls company,
(05:25):
which probably means nothing to you.
Basically,
what it is is we make
really fancy thermostats for industrial heaters.
Um,
it's definitely improved safety,
and
it is
It,
yeah,
improves safety and um improves process efficiencies,
and we,
of course,
also
(05:45):
sell all the bits and pieces to go along with it.
Um,
fuel trains,
valves,
what have you,
lots of different things.
And
our primary market,
uh,
has been
in oil and gas.
If you see flare stacks
or um
Yeah,
there's,
there's a lot of different appliances that and applications that we work with.
And now what's really cool,
(06:07):
which we'll talk about in a little bit,
is
uh how we're working to expand into new markets.
So we've been really focused on oil and gas,
but there's actually a lot of different use cases for
the devices that we create.
So anytime you have some kind of big industrial heater,
that's where we want to be,
um.
Yeah,
and then so our mission is to
(06:28):
create purpose-built automation and safety control solutions
that customers love to use,
and we've done a really cool job of that.
We work
our R&D team is fantastic and focused heavily on
the UI and the UX of
The device and the whole experience there,
which
from a marketing side,
(06:48):
we all appreciate the thought that goes into,
um,
and so it's really cool,
it's a very different,
very user friendly
experience that we offer.
That's super cool,
yeah,
I mean 100% needed like regardless of what your product like the
user interface,
user experience so critical,
um,
to be able to like capitalize on that as a marketer.
(07:10):
Can you describe,
you know,
what your role is as a as a marketing manager there and
like what what does a typical day look like for you?
Honestly,
different from the next.
There's a lot that goes on.
Um,
so yeah,
I manage the team,
I manage,
I'm kind of that
middle section for everyone in the company who has a marketing request.
So we work a lot with R&D on
(07:33):
packaging and um
quality control department for documentation.
And because we are a safety company first,
everything has to go through certain um certifications.
So
we help make sure that all of our documentation meets those requirements
and is technically accurate and beautiful as well,
because
(07:53):
it's OK if you have a manual that is factually correct,
but if it's not pretty to look at,
no one's going to read it anyway.
Um,
we support the sales team with all of their initiatives,
whether it's trade shows or specific customer presentations.
Um,
and right now we're doing a big push on content marketing,
so we've done a lot of work,
prep work to get to this point where we're finally ready to start
(08:15):
positioning ourselves as the experts in the industry,
and
that's something that's really changed over the last year,
and I'm so excited about because
it's,
it's
Interesting.
Everyone says no one's going to read a blog about
industrial stuff,
but
when you make it relatable,
people do,
and it's pretty cool.
So we've been really focusing on that
(08:36):
and promoting our communication and campaigns on that side of things.
That is awesome.
How do you so what go about and this is kind of like
slightly off topic from but but I'm just curious for your industry,
like how do you go about finding
which content
will be relatable and which content would you you believe will be,
will actually like resonate for your target audience.
(08:59):
Excellent question.
Um,
and it is one of our biggest challenges.
We use a different,
a few different methods.
Um,
first and foremost,
SEO.
We use SEO to influence a lot of our content,
what are people searching for,
um,
what are our most
popular pages,
and then we also keep the communication open with our sales team.
(09:20):
They're the experts,
after all,
like they're the ones talking to the customers every day.
So we
We do this in a few different ways.
One,
we have an open forum with them.
We always
have an open door policy.
If they have an idea,
they present it to us and we see what we can do.
We've had some people come back from conferences and say,
Hey,
I heard about this topic.
Can you look into it and write me a white paper?
(09:42):
Like,
all right,
but you got to fact check it for us,
right?
And then um once or twice a year,
we also do a survey with the sales team
and try to ask the same question in different ways
and see
what their focus is right now,
whether it's nurturing existing leads or gaining new leads and new industries and
(10:02):
what are those industries or what are the pain points or the biggest conversation
points going on right now.
So,
we let them influence us quite a bit.
As well,
um,
we have quite an extensive catalog of products and services that we offer.
So we kind of
go through that with a different focus based on those
insights from the sales team.
(10:25):
Got it.
I love that.
Like you,
I mean because they're the ones having the conversation.
The sellers are the ones having the conversations with
your target audience every single day.
So like they're gonna have those insights there at the trade shows,
like all the things are coming back with like
those nuggets,
and I love that you guys are leveraging that.
Yeah,
I,
I'm 100%,
(10:45):
yeah,
on board.
I love that.
Um,
do you guys like.
Ever,
um,
like listen to like recordings or anything like
that of like that of like discovery calls or
I'm just curious,
like if you,
how you're incorporating technology possibly into that process.
Um,
we've we've tried,
um,
we don't do it as much as I would like,
(11:06):
but um,
yeah,
something we definitely love to learn more about.
Every time there is an opportunity for us to take along
to a sales call or a meeting or anything like that,
which doesn't happen too often,
but every time something comes up,
we try to jump at that opportunity so we can sit in the background and take notes.
Sweet,
OK.
Cool.
(11:26):
Um,
all right,
before we start,
you know,
code breaking on these campaigns together,
uh,
or on this campaign,
I'm curious about.
Um,
kind of like what you're,
what you're measured on,
what is your,
what is your marketing team measured on?
Like you talked about like a lot of different things about
all the things that you do from like a sales enablement,
(11:48):
sales collateral,
like is there like a
one key metric
that you're like trying and like every year or that
you're that you and your team are like striving for,
um,
we kind of have a top 10 like KPI tracker,
um,
but our top.
Our top metric,
I would say is leads,
(12:08):
and uh particularly,
particularly the difference between SQLs and MQLs,
where
we've kind of done great on the MQL side,
but we need to make sure the SQLs keep up as well.
Um
and IRLs as well,
investor relation leads has been a point
because as we're a publicly traded company.
So
that's been our,
(12:28):
our biggest metric and the one I'm most proud of,
because actually,
in the first three months of 2024,
We
exceeded our entire year
of collective leads from the previous year.
Holy smokes,
you must have crushed it,
Q1,
yeah,
(12:48):
yeah,
we did great and we've continued on that trajectory.
So it's been,
it's been really refreshing and really cool to
see those numbers come in month after month.
I love it.
OK,
I'm super excited to get in this conversation with you about,
you know,
like hearing those sorts of results is like so like so cool for me,
um,
you know,
(13:08):
dealing in this world every day.
Oh,
me too.
I had to triple check the numbers.
I didn't believe them.
It's like clicking into every single MQL like,
let me make sure
that
the CRMs got this right so funny.
OK,
um,
cool,
so let's talk about a campaign then because that's what
(13:28):
we're all about here on campaign code breakers is like,
so we set you up with the context of,
you know,
profire and their target audience what their objectives are and,
and,
and,
and all that.
So
Rachel,
let's talk about
a campaign
that you and your team put together.
Could you give us a little bit of background
on the campaign that you're gonna be talking about and what
(13:50):
was it what was it about and what inspired it?
Sure.
So,
it is actually a campaign in a new industry and a really exciting new
application
that hadn't been done before.
Um,
so you might have heard this term
around,
uh,
called methane abatement.
I can't say that I have.
(14:12):
So,
methane abatement,
it's the reduction or destruction of
volatile methane emissions with specific technologies.
So,
basically getting rid of all the bad gas
out there,
you know,
the industry is kind of getting a bad rap that,
you know,
we do a lot of negative emissions.
Methane abatement is
a way to counter that.
And this particular partnership that we worked with
(14:34):
um converted.
The
methane into
um
a functional energy source.
So it was pretty cool,
and we decided to
talk about that.
We did a bit of a campaign,
we did a couple
LinkedIn posts with some
emails,
and we took a bit of a unique approach to it that we had never done before and
(14:56):
it paid off.
We had the highest engagement year to date
and
like almost 3 times the number of engagement from every other.
Campaign or post or email that we've done,
um,
higher read times,
more opens,
and
Yeah,
more,
more requests,
more information coming in after that.
(15:17):
So,
a couple of things that we did were fun about it is
The first post that we did,
and I think we did this with their email as well.
We used a bit of humor
and
It was
a little scary to put out,
to be honest,
cause we've never done something so different,
uh,
but thinking about our target audience and their age range.
(15:38):
We decided to use a Jerry Seinfeld meme.
And
you know how he's always like,
what's the deal with.
So we did,
what's the deal with methane abatement.
And people,
I think they just thought it so left field.
They thought,
oh,
what,
what are you talking about?
I need to read this.
Like,
what is happening?
(15:59):
Um,
so yeah,
so we took,
for the first post,
we focused more on the technology,
what is the deal with methane abatement?
What is
methane abatement and
why should we care?
And then we followed that up with um
a video and,
and then
obviously some content as well,
talking more about this specific use case.
(16:21):
And
yeah,
that's where things kind of took off,
and I think doing them in tandem like that,
we peaked interest and got more watchers,
more,
more connections,
more people keeping an eye out to
think like,
OK,
what's coming next?
And so as soon as that came out,
we had a lot higher engagement.
It kind of
(16:42):
rode the coattails and just
performed really well after that.
OK,
so that that's 11 channel for this,
right?
So that's the kind of the social side of things.
Was it driving to
a,
you know,
like how did you map all this out beforehand?
Like,
you know,
with,
you know,
(17:02):
what's going to be driving or what landing page and all that kind of stuff,
like how did you kind of
like plan and map and map that out?
You bet.
So we always start
with
an article.
Um,
so we always start with an article,
um,
and we created that in tandem with the sales lead on this project,
(17:22):
and from there,
we kind of
Take out a few different pieces.
What are the focus points?
What do we want people to take away from this?
And that influences
the email campaign and then
we think,
all right,
based on the email,
what do we want to support this to tie it all together.
So
how can we increase those touch points with the customers,
right?
Because you have to do what is it,
(17:43):
up to 7
touches for someone to remember something,
yeah.
So,
uh,
so we kind of take that approach and we pick different chunks and then rephrase it.
So,
although it's the same concept,
how does it come across slightly differently
to
each audience or each
(18:03):
Voice
that is better used in
whichever platform we're,
we're using.
Um,
and then,
of course,
we promote it with our sales team and
let them know what's going on so that they can support
the customers if they come in with any questions of,
hey,
I saw this,
and
that way the sales team isn't blindsided by,
I have no idea what you're talking about.
(18:25):
That's funny.
Um,
OK,
so
alright,
we've got all these different pieces.
We've got the article we've broken it down
and taken content from it,
made an email campaign out of it.
We've got social like the funny
Jerry Seinfeld related social.
And um you uh so
our goal with this,
(18:46):
um,
With this campaign was to like
kind of bump up the that MQL number that you were talking about was that
the bump up the MQL absolutely um as well as increase engagement and awareness of
the diversity of applications we,
we and our product are capable of.
(19:07):
Oh cool,
OK.
So we're also simultaneously trying to get it like,
is,
are you,
we trying to get you in front of a new audience or is it like it is?
OK.
New audience as well as existing audience,
but thinking differently.
OK.
So if they have a similar situation and I've always wondered
or thought that that was a dead end,
(19:29):
maybe seeing this could revive something and have them
recall or call some a friend who's in a similar situation
and say,
you know,
I saw this really cool.
Use case or case study,
and
I think this could apply to us,
and I think this could benefit us.
Um,
and in doing so,
there's also a few other things in this particular
(19:50):
world with methane abatement,
um.
They're like carbon credits.
That benefit the company in the long haul.
So pointing out some of those things and how we can help you achieve those
goals,
you know,
the industries are always moving towards net zero.
What does that mean?
Uh,
so,
putting all those questions out there and letting people know that
(20:12):
we have some of the answers.
Give us a call and we can work with you
to figure out how to get you there,
how to achieve those goals that all of your stakeholders want to,
want to see,
and,
yeah.
I love that.
Love that,
um,
OK,
so.
Can we talk a little bit then about like,
(20:32):
so how did it perform
this this campaign that you put together?
Really
well.
Like I was saying,
we had
almost 3 times the engagement we had ever seen,
um,
on every platform.
Uh,
higher
uh
delivery rates also,
which was very interesting.
I'm
trying to recall exactly what we did on the email side of things,
(20:54):
but
the delivery rate was higher than any other email we've done,
open rate was higher,
um.
We had fewer bounces,
fewer unsubscribes,
longer read times,
and more.
More contact forms and web visits as a result.
Wow,
(21:15):
what do you think
influenced that result?
Like,
so I mean,
I'm sure that you guys have been trying to
replicate it,
right?
Like
because that's the that's big time results
like um like what do you think are kind of like the main factors
that that have impacted the result?
Yeah,
uh,
it's a great question,
um.
(21:35):
And I think there's there's a few,
to be honest.
I don't think we could pinpoint it down to one.
I think it was such a unique topic,
um,
and I think how we approached it from several different angles.
It wasn't just a
one and done,
it was,
here's the beginning,
here's the middle,
here's the end.
We really mapped out the story to go with it.
(21:55):
Uh,
I think.
Yeah,
I think with something like this,
it's very interesting because it's a new topic.
It's a term that
everyone has heard,
but no one fully understands.
So I think
Being able to communicate something in a way that
is educational but doesn't make you feel.
And intelligent for not fully understanding or grasping the concept.
(22:18):
I think having us taking that approach really helps resonate
with our audience.
So,
and how did you,
I'm just trying to think of,
so this all started and was sparked
by like uh one of your sellers,
like a conversation that they had.
It was a bit of a partnership.
Uh,
one of our,
yeah,
one of our business development leads
(22:40):
worked with this
company,
um,
to create this
new
appliance pretty much at the end of the day,
um,
and they themselves also did quite a bit of promotion,
so I think that helped as well.
There were some PRs
that went out,
um.
So,
yeah,
a little bit of back and forth,
you know,
increasing that backlink,
always a good,
(23:01):
always a good thing.
Um
Yeah,
and so I think a lot of that all just kind of worked together
in tandem and it was cool and refreshing and it was in the news
and
This particular one was also semi-local to one of our,
to our head office
in the Utah area,
and I think that also probably helped.
(23:21):
Carry it and resonate a little bit more,
or people are thinking that's just in my backyard.
That's
so close to me.
That's cool.
No,
I'm so excited for you guys.
So what would you say?
All right,
uh,
when we're talking about
challenges
in the development of a campaign like this,
like what were some of the
the challenges that or or surprises that you faced along the
(23:45):
way of this of this developing this campaign and executing it?
Mm,
good question.
Uh,
for us,
one of the biggest challenges is always technical accuracy.
Because
we are marketers first.
Um,
we aren't the ones using the product every day,
so we do
need to make sure we are fully understanding each scenario,
(24:05):
and
All the intricacies.
So there are certain key terms
that
we know to include,
but
in other,
we have to be very careful because you think you're using a synonym,
when really it changes the meaning altogether.
And so that has been pretty tricky
um across most of our campaigns,
(24:26):
just really understanding what the end goal is,
um.
And being able to relate that in.
In a different voice,
in a different language.
Um,
one thing
we've learned about at inbound,
for example,
that has really,
I think,
taken off and proven to be very successful is
the world of B2B is out and it's B2H,
(24:48):
you know,
you're marketing to a human,
you're not selling to a whole company.
You're one person gets to make that decision at the end of the day.
It might be a team of people,
but
they're still all humans,
and I think
changing our language and having it.
More conversational while keeping it professional,
that balance has been
really difficult to
narrow in on,
but um
(25:10):
I think we're,
we're getting so close to it,
and I think that's also what's really helped
throughout,
um.
Is to yeah,
to focus in on.
How did
So like we're actually talking to you,
not at you.
Yeah,
getting away from that like robotic nature of like B2B copy that
that I think is kind of like what we've gotten used to.
(25:32):
So like when you deviate from that,
and it becomes more B2H,
more,
you know,
more human
than it like,
oh,
like it's refreshing,
you know,
yeah.
OK,
very cool.
Um,
what would you say,
so what's one big lesson
from this campaign that you and your team put together?
Like,
(25:52):
what's,
what's one big lesson that you took away that you think,
uh,
you'd like to share with other B2B marketers?
I think the biggest lesson for me from this
campaign was
The different approaches
to the same topic,
almost like a hub and spoke model,
but
for a campaign versus a blog
or an SEO approach,
(26:13):
and I think having that really helps.
Pique different interests from all different
potential viewers,
potential customers,
potential leads,
what have you.
I think being able to see it from
different perspectives helps pique all that interest and
And keeps people wanting more because they don't know what's coming next.
(26:35):
Keeping a little element of surprise,
not just that
standard by the book,
OK,
they did this,
they're going to talk about this next and then that afterwards,
I think.
Adjusting that approach is great as well as it being
a real life.
Um,
case study.
People love knowing how your product has worked in real life.
(26:56):
It's not just
a hypothetical or theoretical,
and you,
they say we can do that.
We never have,
we'd love to.
We say we've actually done this,
and here are the results that you can see from it,
and here's what we could do
to help you achieve something similar.
Yeah,
that makes perfect sense to me,
um.
(27:18):
And
you know,
along with
the
I don't know why earlier when you're talking,
it made me think of um
it's like a Gen Z kind of like um video trend
where it was like never let them know your next move.
Have you ever seen those,
you know,
like kids start to do something and then they just do something completely.
(27:38):
Oh,
I have to find.
I watched a video yesterday.
It was like an interview on the street and it was that exactly that.
You never know what this guy was going to say.
So good.
Keep them on the edge of their seats like
I love it.
Oh man,
so this has been great.
I've really like
some,
I,
I guess
(27:59):
I don't want to like try to summarize all the things that you said necessarily,
but like one of the
key takeaways that I thought was really cool from
this this whole thing for me and like how
this
um campaign in and of itself was kind of sparked and
um it was just like what you do
as a,
as,
you know,
a a a a marketing lead.
(28:21):
In
You know your engagement with the sales team
like
um because I I I've noticed that throughout organizations not all marketers
have that level of like transparency and high level of communication between
you know them and and and their sellers
and so you having kind of that open
dialogue and they're coming to you and they're like
(28:42):
hey this is what my customers are saying.
I just came back from this trade show this was a huge hot topic.
And then you guys just been able to just capitalize on that and have these slam dunks,
you know,
um,
and absolutely like obliterating your MQL goals like
to me that's such a huge takeaway,
um,
for,
uh,
you know,
(29:02):
for anybody
for any,
any kind of,
you know,
B2B marketer manager listener who's who would be
listening to this like open up that dialogue,
um.
I agree,
and I think um
I do
see it in other industries and other companies where
people are afraid of marketers for some reason.
I do think it's because the marketing department is so unique in that we
(29:25):
are not a silo.
We have to work with every department out there.
QC,
R&D,
accounting,
HR,
everything we do,
we integrate with the company.
So I find a lot of
Other
worlds,
people are afraid of them.
They're afraid to talk to them because they don't know what's going to happen.
And so I've
personally really prioritized relationship building.
(29:47):
So that's why
going to events like inbound or every time there's a sales summit
at the company I attend,
anytime there's an opportunity
to get that face to face time to build those
relationships so that they do feel comfortable enough to call me
after a customer visit and say,
hey,
we need to build this,
we need this cut sheet,
we need
this type of collateral.
(30:08):
I think that's a huge part of
what has brought us success,
and I think that's something I'd like to see more of
in other worlds.
I love that.
Like
what,
what an asset to have as a,
you know,
as a as a marketing lead to be able to just like,
(30:29):
you know,
seamlessly build those relationships and break down those silos and like that's,
yeah,
that you're you're 100% right.
Like that's something that we need as as as as marketers.
Um,
in order to be as effective as we can be,
so super cool,
yeah,
yeah,
I will,
I will steal one of my colleagues mentioned this and for his department,
(30:50):
but I'm going to steal it for ours.
I do think that
marketing,
we're a service department,
like we're a service to the sales team.
We support
them at the end of the day.
We didn't have sales.
Well,
we wouldn't be here.
So,
we need to make sure that that communication stays open and that,
that they see us as a help to them,
not a hindrance.
(31:13):
Right,
I'm 100% on board with that,
yeah,
like I,
um,
that's
always been my mindset as well.
Like I,
I've never worked
in B2C,
like I've always been B2B,
like my whole entire career,
so that's always been
like,
you know,
you're right,
yeah.
uh,
(31:33):
in,
in,
in,
in B2B
marketing and sales,
yeah,
without,
without the,
the sellers,
we wouldn't exist.
Like there's no reason.
That's so funny.
It's a necessary evil.
And they know those,
those BDP stars,
they know that they're,
they're evil at heart.
I'm.
(31:56):
Oh funny.
Cool.
All right,
well this was great.
I really enjoyed this.
I really think there's like so many great takeaways from this conversation and
this amazing campaign that you guys put together.
Um,
yeah,
thank you so much for your time.
Um,
do you have any parting words,
parting?
Well,
thank you so much for having me.
(32:17):
This is really fun.
Um.
Hurting words,
I.
Go forth and conquer like let's,
yeah,
yeah,
um,
yeah,
exactly.
I would say like don't be afraid
to go old school,
you know.
Talk to,
talk to the people,
(32:38):
have that real life interaction,
and that will influence and
Carry through all of your work and campaigns that go forward.
Just be a human.
Be a human,
human,
don't be afraid to go old school.
Go and,
you know,
get information from the the most reliable sources and,
(32:58):
you know,
oh my gosh,
this is great.
You're like.
What,
what great advice,
especially,
you know,
because we have so many like,
you know,
I think we're getting to the point where we're getting like some of the iPad kids
like into the workforce.
So like,
you know,
they're not one they don't want to go over there and talk to,
(33:19):
you know,
John in sales and like,
you know,
get.
Exactly,
exactly.
No,
no one wanted to talk to a person anymore,
but also people don't want to read
from a robot.
So you got to find that happy middle zone.
100%.
I love this.
You,
you've got me stoked.
I'm ready to like where I'm on my holiday break.
I'm ready to jump back in,
(33:40):
yeah,
I'm ready to jump back into bed,
but you know it was a little too
much.
Yeah,
you're like,
yeah,
I'm lit up right now,
but uh,
but thank you so much for your time
um and your amazing takeaways.
This is awesome and uh thanks to everybody for listening.
(34:02):
Two campaign code breakers,
catch you on the next episode.
Welcome to Campaign Code Breakers,
the B2B marketing podcast that unpacks real world marketing campaigns.
Each episode,
we unlock strategies,
dissect tactics,
and reveal the keys behind successful marketing initiatives.
Join us as we learn from top marketers and share
the insights you need to drive your campaigns forward.
It's time to break the code and revolutionize your results.
(00:28):
What's up?
Welcome to the very first episode of Campaign Code Breakers.
Uh,
I'm the host of the podcast,
Will Reddick.
I figured I'd give you guys a quick introduction
before we dive in with my friend Rachel Glieberman.
Uh,
from Profire Energy and just talk a little bit about
the podcast,
the idea for the podcast,
(00:48):
uh,
since this is the very first episode
and uh the name behind it and how it came to the name.
So a little bit about me,
I'm an Air Force veteran,
um,
and I transitioned into market marketing,
um,
about I would say about 6 years ago,
um,
from,
uh,
being a cryptologic language analyst.
So a part of my job
was,
uh,
(01:09):
a little bit of,
a little bit of code breaking.
Um,
so I thought it'd be really fun to kind of,
um,
you know,
think
about
marketing through the lens of somebody who's,
you know,
dealing with strategy,
dealing with tactics,
and coming up with these ideas,
you know,
specifically in B2B marketing because that's where I've been
for the past 6 years,
(01:30):
and,
you know,
I just thought of it in.
In terms of like what would be really helpful for for for me,
um,
you know,
in,
in coming up with new ideas and seeing what the cool
trends and stuff like that are that are out there.
So that's the idea behind the podcast is to break down codes uh
of uh break break down the codes of of the the latest and greatest,
(01:52):
uh,
with some real life.
marketing professionals and I'm so I'm gonna dive in here
and jump into the recording of the conversation that I had
uh with uh with Rachel,
who I met
at uh at Inbound the HubSpot's inbound event in Boston
a little while back.
So I'm really excited for this conversation.
I hope you guys love it.
(02:12):
She's got a lot of great insights.
Um,
check it out.
All right,
welcome everybody to Campaign Code Breakers.
I have my friend Rachel Gliberman with me today.
I'm so stoked to have her on the podcast.
Um,
Rachel,
can you share a bit about your background and how you first got into marketing?
You bet.
So I have kind of an interesting experience.
(02:35):
I believe in life,
everything kind of
comes on its own and uh everything happens for a reason.
So I started
in marketing while I was still in university,
getting a degree in analytical chemistry.
So yeah,
I know,
very unrelated fields.
So I was working for a um
(02:55):
B2C company and it was a small company and I worked my way up,
like 5 of us in the office.
I started as executive office administrator
and then just kept
accepting more responsibilities and new roles as they came.
And one day they said,
You know,
we need someone to do some marketing,
a little communications.
We think you'd be good at it.
So,
(03:15):
while I'm in university,
I was getting trained on the job
to learn
everything about marketing.
I had a private tutor,
they paid for some online courses.
And at that point,
I realized that marketing was my passion,
but it was too late to give up on school.
So I finished my degree,
and
then after that I realized,
OK,
I've got this analytical mindset
(03:37):
and I like the creative side of marketing,
and it turns out those actually go really well together.
And
being an Alberta girl,
if you know what that means,
oil and gas is everywhere here,
so getting
into that industry is kind of
expected.
Everyone here works in oil and gas in some
capacity and uh yeah,
(03:59):
so I just
kind of said yes to every opportunity that came my way,
and that's how I got to where I am now.
I love that.
I really love that.
So like I sense that that passion off you.
So we actually,
for those listening,
like we met very briefly,
like on our walk over
to like the the the um inbound uh
(04:19):
Boston like the hub,
the big hubspot trade show.
Um,
and just kind of sparked up a chat
and uh yeah,
I just felt the passion for marketing coming off of you and then
when you kind of told me like that you were in from Canada
and you were like the only one from your team in Boston,
I was just like,
oh,
she's like
she's she's in it.
She's like
(04:39):
she's a passionate marketer,
so that's I love it and I love learning new things.
That's the cool thing about
marketing and digital marketing.
The world is constantly changing.
So if you're not
Always learning new things or staying on top of it,
you're falling behind.
So,
and I love the opportunity to travel and if the company is paying for it even better.
Yeah,
thank you.
(05:02):
Cool.
OK,
so you mentioned about,
you know,
about being an Alberta girl and you know,
oil and gas being a huge industry.
Can you tell us a little bit about your company Profire Energy
and you know,
what do they do,
you know,
who are your target customers?
You bet.
So,
uh,
Profire has been around,
I think this is 22 years now,
almost 23.
And we are a burner management and combustion controls company,
(05:25):
which probably means nothing to you.
Basically,
what it is is we make
really fancy thermostats for industrial heaters.
Um,
it's definitely improved safety,
and
it is
It,
yeah,
improves safety and um improves process efficiencies,
and we,
of course,
also
(05:45):
sell all the bits and pieces to go along with it.
Um,
fuel trains,
valves,
what have you,
lots of different things.
And
our primary market,
uh,
has been
in oil and gas.
If you see flare stacks
or um
Yeah,
there's,
there's a lot of different appliances that and applications that we work with.
And now what's really cool,
(06:07):
which we'll talk about in a little bit,
is
uh how we're working to expand into new markets.
So we've been really focused on oil and gas,
but there's actually a lot of different use cases for
the devices that we create.
So anytime you have some kind of big industrial heater,
that's where we want to be,
um.
Yeah,
and then so our mission is to
(06:28):
create purpose-built automation and safety control solutions
that customers love to use,
and we've done a really cool job of that.
We work
our R&D team is fantastic and focused heavily on
the UI and the UX of
The device and the whole experience there,
which
from a marketing side,
(06:48):
we all appreciate the thought that goes into,
um,
and so it's really cool,
it's a very different,
very user friendly
experience that we offer.
That's super cool,
yeah,
I mean 100% needed like regardless of what your product like the
user interface,
user experience so critical,
um,
to be able to like capitalize on that as a marketer.
(07:10):
Can you describe,
you know,
what your role is as a as a marketing manager there and
like what what does a typical day look like for you?
Honestly,
different from the next.
There's a lot that goes on.
Um,
so yeah,
I manage the team,
I manage,
I'm kind of that
middle section for everyone in the company who has a marketing request.
So we work a lot with R&D on
(07:33):
packaging and um
quality control department for documentation.
And because we are a safety company first,
everything has to go through certain um certifications.
So
we help make sure that all of our documentation meets those requirements
and is technically accurate and beautiful as well,
because
(07:53):
it's OK if you have a manual that is factually correct,
but if it's not pretty to look at,
no one's going to read it anyway.
Um,
we support the sales team with all of their initiatives,
whether it's trade shows or specific customer presentations.
Um,
and right now we're doing a big push on content marketing,
so we've done a lot of work,
prep work to get to this point where we're finally ready to start
(08:15):
positioning ourselves as the experts in the industry,
and
that's something that's really changed over the last year,
and I'm so excited about because
it's,
it's
Interesting.
Everyone says no one's going to read a blog about
industrial stuff,
but
when you make it relatable,
people do,
and it's pretty cool.
So we've been really focusing on that
(08:36):
and promoting our communication and campaigns on that side of things.
That is awesome.
How do you so what go about and this is kind of like
slightly off topic from but but I'm just curious for your industry,
like how do you go about finding
which content
will be relatable and which content would you you believe will be,
will actually like resonate for your target audience.
(08:59):
Excellent question.
Um,
and it is one of our biggest challenges.
We use a different,
a few different methods.
Um,
first and foremost,
SEO.
We use SEO to influence a lot of our content,
what are people searching for,
um,
what are our most
popular pages,
and then we also keep the communication open with our sales team.
(09:20):
They're the experts,
after all,
like they're the ones talking to the customers every day.
So we
We do this in a few different ways.
One,
we have an open forum with them.
We always
have an open door policy.
If they have an idea,
they present it to us and we see what we can do.
We've had some people come back from conferences and say,
Hey,
I heard about this topic.
Can you look into it and write me a white paper?
(09:42):
Like,
all right,
but you got to fact check it for us,
right?
And then um once or twice a year,
we also do a survey with the sales team
and try to ask the same question in different ways
and see
what their focus is right now,
whether it's nurturing existing leads or gaining new leads and new industries and
(10:02):
what are those industries or what are the pain points or the biggest conversation
points going on right now.
So,
we let them influence us quite a bit.
As well,
um,
we have quite an extensive catalog of products and services that we offer.
So we kind of
go through that with a different focus based on those
insights from the sales team.
(10:25):
Got it.
I love that.
Like you,
I mean because they're the ones having the conversation.
The sellers are the ones having the conversations with
your target audience every single day.
So like they're gonna have those insights there at the trade shows,
like all the things are coming back with like
those nuggets,
and I love that you guys are leveraging that.
Yeah,
I,
I'm 100%,
(10:45):
yeah,
on board.
I love that.
Um,
do you guys like.
Ever,
um,
like listen to like recordings or anything like
that of like that of like discovery calls or
I'm just curious,
like if you,
how you're incorporating technology possibly into that process.
Um,
we've we've tried,
um,
we don't do it as much as I would like,
(11:06):
but um,
yeah,
something we definitely love to learn more about.
Every time there is an opportunity for us to take along
to a sales call or a meeting or anything like that,
which doesn't happen too often,
but every time something comes up,
we try to jump at that opportunity so we can sit in the background and take notes.
Sweet,
OK.
Cool.
(11:26):
Um,
all right,
before we start,
you know,
code breaking on these campaigns together,
uh,
or on this campaign,
I'm curious about.
Um,
kind of like what you're,
what you're measured on,
what is your,
what is your marketing team measured on?
Like you talked about like a lot of different things about
all the things that you do from like a sales enablement,
(11:48):
sales collateral,
like is there like a
one key metric
that you're like trying and like every year or that
you're that you and your team are like striving for,
um,
we kind of have a top 10 like KPI tracker,
um,
but our top.
Our top metric,
I would say is leads,
(12:08):
and uh particularly,
particularly the difference between SQLs and MQLs,
where
we've kind of done great on the MQL side,
but we need to make sure the SQLs keep up as well.
Um
and IRLs as well,
investor relation leads has been a point
because as we're a publicly traded company.
So
that's been our,
(12:28):
our biggest metric and the one I'm most proud of,
because actually,
in the first three months of 2024,
We
exceeded our entire year
of collective leads from the previous year.
Holy smokes,
you must have crushed it,
Q1,
yeah,
(12:48):
yeah,
we did great and we've continued on that trajectory.
So it's been,
it's been really refreshing and really cool to
see those numbers come in month after month.
I love it.
OK,
I'm super excited to get in this conversation with you about,
you know,
like hearing those sorts of results is like so like so cool for me,
um,
you know,
(13:08):
dealing in this world every day.
Oh,
me too.
I had to triple check the numbers.
I didn't believe them.
It's like clicking into every single MQL like,
let me make sure
that
the CRMs got this right so funny.
OK,
um,
cool,
so let's talk about a campaign then because that's what
(13:28):
we're all about here on campaign code breakers is like,
so we set you up with the context of,
you know,
profire and their target audience what their objectives are and,
and,
and,
and all that.
So
Rachel,
let's talk about
a campaign
that you and your team put together.
Could you give us a little bit of background
on the campaign that you're gonna be talking about and what
(13:50):
was it what was it about and what inspired it?
Sure.
So,
it is actually a campaign in a new industry and a really exciting new
application
that hadn't been done before.
Um,
so you might have heard this term
around,
uh,
called methane abatement.
I can't say that I have.
(14:12):
So,
methane abatement,
it's the reduction or destruction of
volatile methane emissions with specific technologies.
So,
basically getting rid of all the bad gas
out there,
you know,
the industry is kind of getting a bad rap that,
you know,
we do a lot of negative emissions.
Methane abatement is
a way to counter that.
And this particular partnership that we worked with
(14:34):
um converted.
The
methane into
um
a functional energy source.
So it was pretty cool,
and we decided to
talk about that.
We did a bit of a campaign,
we did a couple
LinkedIn posts with some
emails,
and we took a bit of a unique approach to it that we had never done before and
(14:56):
it paid off.
We had the highest engagement year to date
and
like almost 3 times the number of engagement from every other.
Campaign or post or email that we've done,
um,
higher read times,
more opens,
and
Yeah,
more,
more requests,
more information coming in after that.
(15:17):
So,
a couple of things that we did were fun about it is
The first post that we did,
and I think we did this with their email as well.
We used a bit of humor
and
It was
a little scary to put out,
to be honest,
cause we've never done something so different,
uh,
but thinking about our target audience and their age range.
(15:38):
We decided to use a Jerry Seinfeld meme.
And
you know how he's always like,
what's the deal with.
So we did,
what's the deal with methane abatement.
And people,
I think they just thought it so left field.
They thought,
oh,
what,
what are you talking about?
I need to read this.
Like,
what is happening?
(15:59):
Um,
so yeah,
so we took,
for the first post,
we focused more on the technology,
what is the deal with methane abatement?
What is
methane abatement and
why should we care?
And then we followed that up with um
a video and,
and then
obviously some content as well,
talking more about this specific use case.
(16:21):
And
yeah,
that's where things kind of took off,
and I think doing them in tandem like that,
we peaked interest and got more watchers,
more,
more connections,
more people keeping an eye out to
think like,
OK,
what's coming next?
And so as soon as that came out,
we had a lot higher engagement.
It kind of
(16:42):
rode the coattails and just
performed really well after that.
OK,
so that that's 11 channel for this,
right?
So that's the kind of the social side of things.
Was it driving to
a,
you know,
like how did you map all this out beforehand?
Like,
you know,
with,
you know,
(17:02):
what's going to be driving or what landing page and all that kind of stuff,
like how did you kind of
like plan and map and map that out?
You bet.
So we always start
with
an article.
Um,
so we always start with an article,
um,
and we created that in tandem with the sales lead on this project,
(17:22):
and from there,
we kind of
Take out a few different pieces.
What are the focus points?
What do we want people to take away from this?
And that influences
the email campaign and then
we think,
all right,
based on the email,
what do we want to support this to tie it all together.
So
how can we increase those touch points with the customers,
right?
Because you have to do what is it,
(17:43):
up to 7
touches for someone to remember something,
yeah.
So,
uh,
so we kind of take that approach and we pick different chunks and then rephrase it.
So,
although it's the same concept,
how does it come across slightly differently
to
each audience or each
(18:03):
Voice
that is better used in
whichever platform we're,
we're using.
Um,
and then,
of course,
we promote it with our sales team and
let them know what's going on so that they can support
the customers if they come in with any questions of,
hey,
I saw this,
and
that way the sales team isn't blindsided by,
I have no idea what you're talking about.
(18:25):
That's funny.
Um,
OK,
so
alright,
we've got all these different pieces.
We've got the article we've broken it down
and taken content from it,
made an email campaign out of it.
We've got social like the funny
Jerry Seinfeld related social.
And um you uh so
our goal with this,
(18:46):
um,
With this campaign was to like
kind of bump up the that MQL number that you were talking about was that
the bump up the MQL absolutely um as well as increase engagement and awareness of
the diversity of applications we,
we and our product are capable of.
(19:07):
Oh cool,
OK.
So we're also simultaneously trying to get it like,
is,
are you,
we trying to get you in front of a new audience or is it like it is?
OK.
New audience as well as existing audience,
but thinking differently.
OK.
So if they have a similar situation and I've always wondered
or thought that that was a dead end,
(19:29):
maybe seeing this could revive something and have them
recall or call some a friend who's in a similar situation
and say,
you know,
I saw this really cool.
Use case or case study,
and
I think this could apply to us,
and I think this could benefit us.
Um,
and in doing so,
there's also a few other things in this particular
(19:50):
world with methane abatement,
um.
They're like carbon credits.
That benefit the company in the long haul.
So pointing out some of those things and how we can help you achieve those
goals,
you know,
the industries are always moving towards net zero.
What does that mean?
Uh,
so,
putting all those questions out there and letting people know that
(20:12):
we have some of the answers.
Give us a call and we can work with you
to figure out how to get you there,
how to achieve those goals that all of your stakeholders want to,
want to see,
and,
yeah.
I love that.
Love that,
um,
OK,
so.
Can we talk a little bit then about like,
(20:32):
so how did it perform
this this campaign that you put together?
Really
well.
Like I was saying,
we had
almost 3 times the engagement we had ever seen,
um,
on every platform.
Uh,
higher
uh
delivery rates also,
which was very interesting.
I'm
trying to recall exactly what we did on the email side of things,
(20:54):
but
the delivery rate was higher than any other email we've done,
open rate was higher,
um.
We had fewer bounces,
fewer unsubscribes,
longer read times,
and more.
More contact forms and web visits as a result.
Wow,
(21:15):
what do you think
influenced that result?
Like,
so I mean,
I'm sure that you guys have been trying to
replicate it,
right?
Like
because that's the that's big time results
like um like what do you think are kind of like the main factors
that that have impacted the result?
Yeah,
uh,
it's a great question,
um.
(21:35):
And I think there's there's a few,
to be honest.
I don't think we could pinpoint it down to one.
I think it was such a unique topic,
um,
and I think how we approached it from several different angles.
It wasn't just a
one and done,
it was,
here's the beginning,
here's the middle,
here's the end.
We really mapped out the story to go with it.
(21:55):
Uh,
I think.
Yeah,
I think with something like this,
it's very interesting because it's a new topic.
It's a term that
everyone has heard,
but no one fully understands.
So I think
Being able to communicate something in a way that
is educational but doesn't make you feel.
And intelligent for not fully understanding or grasping the concept.
(22:18):
I think having us taking that approach really helps resonate
with our audience.
So,
and how did you,
I'm just trying to think of,
so this all started and was sparked
by like uh one of your sellers,
like a conversation that they had.
It was a bit of a partnership.
Uh,
one of our,
yeah,
one of our business development leads
(22:40):
worked with this
company,
um,
to create this
new
appliance pretty much at the end of the day,
um,
and they themselves also did quite a bit of promotion,
so I think that helped as well.
There were some PRs
that went out,
um.
So,
yeah,
a little bit of back and forth,
you know,
increasing that backlink,
always a good,
(23:01):
always a good thing.
Um
Yeah,
and so I think a lot of that all just kind of worked together
in tandem and it was cool and refreshing and it was in the news
and
This particular one was also semi-local to one of our,
to our head office
in the Utah area,
and I think that also probably helped.
(23:21):
Carry it and resonate a little bit more,
or people are thinking that's just in my backyard.
That's
so close to me.
That's cool.
No,
I'm so excited for you guys.
So what would you say?
All right,
uh,
when we're talking about
challenges
in the development of a campaign like this,
like what were some of the
the challenges that or or surprises that you faced along the
(23:45):
way of this of this developing this campaign and executing it?
Mm,
good question.
Uh,
for us,
one of the biggest challenges is always technical accuracy.
Because
we are marketers first.
Um,
we aren't the ones using the product every day,
so we do
need to make sure we are fully understanding each scenario,
(24:05):
and
All the intricacies.
So there are certain key terms
that
we know to include,
but
in other,
we have to be very careful because you think you're using a synonym,
when really it changes the meaning altogether.
And so that has been pretty tricky
um across most of our campaigns,
(24:26):
just really understanding what the end goal is,
um.
And being able to relate that in.
In a different voice,
in a different language.
Um,
one thing
we've learned about at inbound,
for example,
that has really,
I think,
taken off and proven to be very successful is
the world of B2B is out and it's B2H,
(24:48):
you know,
you're marketing to a human,
you're not selling to a whole company.
You're one person gets to make that decision at the end of the day.
It might be a team of people,
but
they're still all humans,
and I think
changing our language and having it.
More conversational while keeping it professional,
that balance has been
really difficult to
narrow in on,
but um
(25:10):
I think we're,
we're getting so close to it,
and I think that's also what's really helped
throughout,
um.
Is to yeah,
to focus in on.
How did
So like we're actually talking to you,
not at you.
Yeah,
getting away from that like robotic nature of like B2B copy that
that I think is kind of like what we've gotten used to.
(25:32):
So like when you deviate from that,
and it becomes more B2H,
more,
you know,
more human
than it like,
oh,
like it's refreshing,
you know,
yeah.
OK,
very cool.
Um,
what would you say,
so what's one big lesson
from this campaign that you and your team put together?
Like,
(25:52):
what's,
what's one big lesson that you took away that you think,
uh,
you'd like to share with other B2B marketers?
I think the biggest lesson for me from this
campaign was
The different approaches
to the same topic,
almost like a hub and spoke model,
but
for a campaign versus a blog
or an SEO approach,
(26:13):
and I think having that really helps.
Pique different interests from all different
potential viewers,
potential customers,
potential leads,
what have you.
I think being able to see it from
different perspectives helps pique all that interest and
And keeps people wanting more because they don't know what's coming next.
(26:35):
Keeping a little element of surprise,
not just that
standard by the book,
OK,
they did this,
they're going to talk about this next and then that afterwards,
I think.
Adjusting that approach is great as well as it being
a real life.
Um,
case study.
People love knowing how your product has worked in real life.
(26:56):
It's not just
a hypothetical or theoretical,
and you,
they say we can do that.
We never have,
we'd love to.
We say we've actually done this,
and here are the results that you can see from it,
and here's what we could do
to help you achieve something similar.
Yeah,
that makes perfect sense to me,
um.
(27:18):
And
you know,
along with
the
I don't know why earlier when you're talking,
it made me think of um
it's like a Gen Z kind of like um video trend
where it was like never let them know your next move.
Have you ever seen those,
you know,
like kids start to do something and then they just do something completely.
(27:38):
Oh,
I have to find.
I watched a video yesterday.
It was like an interview on the street and it was that exactly that.
You never know what this guy was going to say.
So good.
Keep them on the edge of their seats like
I love it.
Oh man,
so this has been great.
I've really like
some,
I,
I guess
(27:59):
I don't want to like try to summarize all the things that you said necessarily,
but like one of the
key takeaways that I thought was really cool from
this this whole thing for me and like how
this
um campaign in and of itself was kind of sparked and
um it was just like what you do
as a,
as,
you know,
a a a a marketing lead.
(28:21):
In
You know your engagement with the sales team
like
um because I I I've noticed that throughout organizations not all marketers
have that level of like transparency and high level of communication between
you know them and and and their sellers
and so you having kind of that open
dialogue and they're coming to you and they're like
(28:42):
hey this is what my customers are saying.
I just came back from this trade show this was a huge hot topic.
And then you guys just been able to just capitalize on that and have these slam dunks,
you know,
um,
and absolutely like obliterating your MQL goals like
to me that's such a huge takeaway,
um,
for,
uh,
you know,
(29:02):
for anybody
for any,
any kind of,
you know,
B2B marketer manager listener who's who would be
listening to this like open up that dialogue,
um.
I agree,
and I think um
I do
see it in other industries and other companies where
people are afraid of marketers for some reason.
I do think it's because the marketing department is so unique in that we
(29:25):
are not a silo.
We have to work with every department out there.
QC,
R&D,
accounting,
HR,
everything we do,
we integrate with the company.
So I find a lot of
Other
worlds,
people are afraid of them.
They're afraid to talk to them because they don't know what's going to happen.
And so I've
personally really prioritized relationship building.
(29:47):
So that's why
going to events like inbound or every time there's a sales summit
at the company I attend,
anytime there's an opportunity
to get that face to face time to build those
relationships so that they do feel comfortable enough to call me
after a customer visit and say,
hey,
we need to build this,
we need this cut sheet,
we need
this type of collateral.
(30:08):
I think that's a huge part of
what has brought us success,
and I think that's something I'd like to see more of
in other worlds.
I love that.
Like
what,
what an asset to have as a,
you know,
as a as a marketing lead to be able to just like,
(30:29):
you know,
seamlessly build those relationships and break down those silos and like that's,
yeah,
that you're you're 100% right.
Like that's something that we need as as as as marketers.
Um,
in order to be as effective as we can be,
so super cool,
yeah,
yeah,
I will,
I will steal one of my colleagues mentioned this and for his department,
(30:50):
but I'm going to steal it for ours.
I do think that
marketing,
we're a service department,
like we're a service to the sales team.
We support
them at the end of the day.
We didn't have sales.
Well,
we wouldn't be here.
So,
we need to make sure that that communication stays open and that,
that they see us as a help to them,
not a hindrance.
(31:13):
Right,
I'm 100% on board with that,
yeah,
like I,
um,
that's
always been my mindset as well.
Like I,
I've never worked
in B2C,
like I've always been B2B,
like my whole entire career,
so that's always been
like,
you know,
you're right,
yeah.
uh,
(31:33):
in,
in,
in,
in B2B
marketing and sales,
yeah,
without,
without the,
the sellers,
we wouldn't exist.
Like there's no reason.
That's so funny.
It's a necessary evil.
And they know those,
those BDP stars,
they know that they're,
they're evil at heart.
I'm.
(31:56):
Oh funny.
Cool.
All right,
well this was great.
I really enjoyed this.
I really think there's like so many great takeaways from this conversation and
this amazing campaign that you guys put together.
Um,
yeah,
thank you so much for your time.
Um,
do you have any parting words,
parting?
Well,
thank you so much for having me.
(32:17):
This is really fun.
Um.
Hurting words,
I.
Go forth and conquer like let's,
yeah,
yeah,
um,
yeah,
exactly.
I would say like don't be afraid
to go old school,
you know.
Talk to,
talk to the people,
(32:38):
have that real life interaction,
and that will influence and
Carry through all of your work and campaigns that go forward.
Just be a human.
Be a human,
human,
don't be afraid to go old school.
Go and,
you know,
get information from the the most reliable sources and,
(32:58):
you know,
oh my gosh,
this is great.
You're like.
What,
what great advice,
especially,
you know,
because we have so many like,
you know,
I think we're getting to the point where we're getting like some of the iPad kids
like into the workforce.
So like,
you know,
they're not one they don't want to go over there and talk to,
(33:19):
you know,
John in sales and like,
you know,
get.
Exactly,
exactly.
No,
no one wanted to talk to a person anymore,
but also people don't want to read
from a robot.
So you got to find that happy middle zone.
100%.
I love this.
You,
you've got me stoked.
I'm ready to like where I'm on my holiday break.
I'm ready to jump back in,
(33:40):
yeah,
I'm ready to jump back into bed,
but you know it was a little too
much.
Yeah,
you're like,
yeah,
I'm lit up right now,
but uh,
but thank you so much for your time
um and your amazing takeaways.
This is awesome and uh thanks to everybody for listening.
(34:02):
Two campaign code breakers,
catch you on the next episode.
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