October 16, 2025 • 34 mins
In B2B, your brand isn’t just a logo or a tagline, it’s the culture behind the company. From how your teams work together to how they show up for clients, culture shapes the story buyers believe and trust. In this episode, we’ll explore the link between culture and brand, why it’s a competitive advantage and how companies can intentionally build culture that drives growth.
Chit-Cha Toddy
The Chit-Cha Toddy was created by Shawn Chen, beverage director at RedFarm and principal bartender at Decoy in New York City. Chen drew inspiration from the traditional Chinese tea ceremony, aiming to honor tea and his cultural heritage. The drink features osmanthus oolong tea from Taiwan, prized for its delicate flavor and faint nuttiness. At Decoy, it’s often served in a Chinese gaiwan, though it can also be served in a hollowed-out mini pumpkin for a festive twist. The name “Chit-Cha” comes from the respectful way of serving tea in Chinese culture.
Ingredients:
9 oz. George Dickel rye whiskey
3 oz. Benedictine liqueur
6 oz. lemon juice, freshly squeezed
6 oz. ginger syrup*
3 oz. blossom honey
32 oz. osmanthus oolong tea, hot-brewed**
Garnish: 12 lemon half-wheels studded with cloves, mint leaves and cinnamon sugar
Directions:
Add all ingredients into a large hollowed-out pumpkin or a punch bowl, and stir with a wooden spoon until combined.
Divide into 12 hollowed-out mini pumpkins or punch cups.
Garnish each with a lemon half-wheel studded with cloves, a mint leaf and a sprinkling of cinnamon sugar.
*Ginger syrup: Juice 4 ounces fresh peeled ginger root. Add 1 cup extra-fine sugar and stir until completely dissolved. Will keep refrigerated in an airtight container for up to 2 weeks.
**Oolong tea: Steep 8 tsp osmanthus oolong tea with 32 ounces water for 3 to 5 minutes.
Elevate your marketing with our blog's exclusive tips, tricks and FREE resources! 🤩 https://blog.antidote71.com/
We'd love to hear from you! Share your thoughts in the comments below, or join us on our social media platforms. 👇
LinkedIn: / antidote-71
Instagram: / antidote_71
Facebook: / antidote71agency
-
Hosts: Rich Mackey & Catelin Drey
Producer: Zac Hazen
About Antidote 71:
Think of us as your very own offsite, highly effective team of local marketing growth experts, from digital marketing to traditional (who you’d also happily grab a beer with). Antidote 71 is equal parts skill and personality. We’re super fun to hang out with (in our opinion) and exceptionally good at what we do. We love our work and care about the people we work with.
Learn more about us. 👉 https://antidote71.com/
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:06):
In B2B, your brand isn't just a logo, it's your
culture.
How your teams work, how yourteams show up for clients, and
the story you tell every dayshapes the trust buyers place in
you.
Today we're unpacking whyculture is so important in B2B
branding.
SPEAKER_02 (00:21):
Wow, Zach with the cold open there, like pulling an
SNL, just like right into it.
Good to see you though.
Yeah, good to see you.
All right.
So yeah, so how does companyculture influence B2B branding?
Why does it matter?
And why does it matter now evenmore than ever?
So that's that's gonna be a hotone.
So um okay.
(00:42):
Why don't we uh do thiscocktail?
Because it's a weird one.
SPEAKER_00 (00:47):
Yeah, let's just get right into the cocktail.
It's a fun one.
So the the Chit Cha Tati.
The Chit Chit Cha Tati, whichwas created by Sean Chen,
beverage director at Red Farmand principal bartender at Decoy
in New York City.
Red Farm is a dim sum uhrestaurant.
They have several locations inNew York.
SPEAKER_02 (01:08):
So a fun tangent, because I think we don't do
enough tangents anymore.
So um Caitlin was really ourtangent like leader.
Um in Australia, dim sum iscalled Yum Cha.
I had no idea.
Which now I'm seeing this theChit Cha, and if it's Yum Cha,
that Cha must mean something todo with um I don't know,
(01:28):
something to do with it.
But anyway.
SPEAKER_00 (01:30):
It must.
So Chen drew inspiration fromthe traditional Chinese tea
ceremony aiming to honor tea andhis cultural heritage.
The drink features osmanthusoolong tea from Taiwan, prized
for its delicate flavor andfaint nuttiness.
At decoy, it's often served in aChinese I'm Gaiwan, though it
(01:51):
also can be served in ahollowed-out mini pumpkin for a
festive twist.
The name Chit Cha comes from therespectful respectful way of
serving tea in Chinese culture.
So there's your answer to theChicha.
SPEAKER_02 (02:04):
Yeah.
Um, and a gaiwan is like alittle bowl with a lid on top.
Um, a lot of times in a Japaneserestaurant, you'll get miso soup
in one that's basically kind ofthe same thing.
Oh, okay.
Where it's they've got thelittle little topper on it with
its little foot.
Um, I had to look that up andsee.
Um but yeah, serving it in ahollowed out pumpkin.
Okay, so what on earth is inthis?
(02:27):
Um, oh, this is not one that I'mnot drinking this one.
I'm just going through it andI'm like, yeah, no, this isn't
happening to me.
Um, all right, so this willserve 12 people.
So I'm with when they sayhollowed out pumpkin, I don't
think they mean a mini pumpkin.
I think they mean like you putit in a big pumpkin, like a
punch pumpkin.
Like a medium-sized yeah, like amedium-sized uh pumpkin.
So add up the ounces on this.
(02:48):
Um, but I mean there's like 32ounces of just tea.
So it looks like this isprobably like a 50-ounce kind of
thing.
Okay.
So nine ounces of George Dicklerye whiskey, or your favorite
wet rye whiskey if you want.
But this is the one that Sean,whatever his name is, uses.
Um, three ounces of Benedictineliqueur, which I am not familiar
(03:10):
with Benedictine liqueur.
Um, so Zach will Google thatreal quick and we'll we'll tell
you what that is.
Uh, six ounces of lemon juice,freshly squeezed.
It's gonna be a lot of lemons toget six ounces, by the way.
Um so then, oh go ahead,Benedictine liqueur.
What is it?
SPEAKER_00 (03:26):
Herbal liqueur produced in France uh in the
19th century and is flavoredwith 27 different flowers,
berries, herbs, roots, andspices.
Wow.
SPEAKER_02 (03:36):
Presumably made by Benedictine monks.
Like, because that's that was athing.
Like, that's just a thing.
Like Christian Brothers brandyand stuff like that.
Okay.
Uh so then six ounces of gingersyrup after the lemon juice,
three ounces of blossom honey,32 ounces of osmentus oolong tea
hot brewed.
Um, so Zach will put in thenotes how you hot brew that.
(03:56):
Um, it is a delicate tea, soyou've got to be careful.
Um, my guess is it's probablylike 160 degree versus boiling
water or something like that.
Um 12 lemon half wheels studdedwith cloves, and then your
garnish is mitt leaves andcinnamon sugar and those half
wheels.
So this is a lot of stuff.
(04:16):
I'm guessing it doesn't go in ashaker, um, especially since
you're putting hot tea in there.
SPEAKER_00 (04:22):
Nope, it's more of a punch, so you stir it into the
pumpkin.
All right.
SPEAKER_02 (04:26):
So, Zach, how do we make all this work?
SPEAKER_00 (04:28):
So you add all your ingredients to a large hauled
out pumpkin or punch bowl, whichis probably more practical, so
you don't have to, you know,clean an entire pumpkin out.
SPEAKER_02 (04:37):
It's October, pumpkin.
Do the pumpkin.
SPEAKER_00 (04:39):
Go for it.
Honestly, the ginger syrup, thehoney, the tea, the cloves, the
cinnamon, all great fallflavors.
But uh, you stir with a woodenspoon until combined.
Then you divide out 12 minipumpkins if you want to get even
fancier for cups.
But I would say for this, gopunch cups.
So you don't have to do thatmany pumpkins.
(04:59):
Then garnish each with a lemonhalf-wheel stutter of cloves, a
mitten leaf, and a sprinkling ofcinnamon sugar.
And then the ginger syrup, youjuice four ounces of fresh
peeled ginger root, which couldbe tough if you don't have a
juicer.
Then you add one cup of extrafine sugar and stir in complete
stir completely until dissolved.
And this will keep refrigeratedin an airtight container for up
(05:21):
to two weeks.
So if you want to do anythingelse with that ginger syrup, and
for the oolong tea, it wants youto steep eight teaspoons of
osmanthus oolong tea with 32ounces of water for three to
five minutes.
So not really specific on thetemperature, but I'm sure if you
wanted to look it up, you couldprobably figure out the correct
temperature for it.
SPEAKER_02 (05:40):
Yeah, I've got a tea, an electric tea kettle, and
it's got different um like whitetea, green tea, herbal tea, and
then black tea.
Black tea is the only one thatit boils for.
Everyone else is like a 185,160, whatever.
Um, but typically with the moredelicate teas, you don't uh you
don't boil them because it canum it can ruin some of the
(06:02):
flavor.
So this is interesting.
So I mean, there might be enoughstuff in here.
Like there's only nine ounces ofrye whiskey, and there's 32
ounces of tea and a bunch ofother stuff.
So it might balance out.
This might actually be one Iwould try.
Um, I think if you really wantto be extra when you hollow out
the mini pumpkins, you can getsome like little hooks or
plastic hooks or whatever andlike hook them on the outside of
(06:22):
the big pumpkin so people likeget their mini pumpkin and then
like scoop in whatever theyneed.
Um, this is a great one for aHalloween party, though.
If you're gonna go all out forHalloween, this would be a fancy
Halloween party.
Yeah, really interesting one tohave kind of as a centerpiece.
And obviously, you can um youcan double it, you can triple
(06:43):
it, you can, you know, haveextra sitting somewhere, you
know, on a on a I don't know,you'd probably want to keep it
warm, I guess.
Because this is served warm,right?
SPEAKER_00 (06:51):
Yeah, so it would probably be pretty warm because
you're stirring in warm tea.
SPEAKER_02 (06:56):
Yeah, the tea, you don't let the tea cool, you
don't refrigerate it oranything.
Yeah.
Um so yeah, I mean that wouldbe, I think this is this is a
neat one.
I think it's fun.
It'd be funny.
SPEAKER_00 (07:07):
You probably could.
Yeah.
I think uh it's almost likeyou're serving like it in a
cauldron, which is kind of cool.
And uh, like you said, it'd be areally good centerpiece.
I'm really interested by theflavors and like the concept
behind it.
It's just like a play of likedoing a Chinese tea ceremony in
a giant cocktail pumpkin punchbowl.
So definitely ride up my alley.
SPEAKER_02 (07:29):
Yeah, I do think the cauldron would be, I mean, you
could do a cauldron and likeskull cups or something if you
want to do Halloween y.
I mean, you're getting away fromthe traditional like high-end
tea ceremony there.
But um I think you and Chloeshould do this.
You should have a Halloweenparty or go to somebody's
Halloween party and you shouldmake this and take it with you.
That'd be so much fun.
We should.
That's my that's my assignmentfor you.
All right.
So that comes from liquor.com.
(07:50):
Those people always have goodstuff.
I mean, it's right there intheir name, liquor.com.
So shall we uh take a break andcome back and talk B2B and
branding?
Let's do it.
All right, so Zach, I was aSlacker.
I brought no stats for thissection uh because it's what we
(08:11):
usually start with, some statsand some interesting numbers.
But um, if you've got stats,fire them away.
What do we what do we got?
SPEAKER_00 (08:18):
All right.
So, Rich, what percentage of B2Bbuyers are more likely to
purchase from companies whosecultures and values align with
their own 71.
It's 71.
SPEAKER_02 (08:32):
Is it really?
Yeah Oh no, that is so wild.
That's the first time that'shappened for us.
SPEAKER_00 (08:38):
As soon as you said 70, I was like, oh, he's gonna
be pretty close.
And then 71, I was like, wait asecond, he he got the nail on
the head.
So yeah, 71% of buyers are morelikely to purchase from
companies whose culture andvalue align with their own,
which is kind of hits on one ofyour points that we're gonna
talk about later.
But uh that's big, right?
Like that's huge.
SPEAKER_02 (08:58):
Like I knew it was big, like in my head, but the
first pop did in my head waslike 80, 85.
And then I was like, I'll betit's not quite that high.
And then I was like, I was like,oh, like maybe 75, 70, and then
I was just like, oh, 71 soundslike a good number.
SPEAKER_00 (09:10):
It was a good guess.
But that's awesome.
Yeah, no, it makes a lot ofsense.
I mean, that's the whole pointof this episode, right?
Culture is important to youractual brand.
If you don't have a good cultureand values, then you probably
don't have a good brand becauseyour brand should basically be
those culture, that culture andvalue, those values.
SPEAKER_02 (09:30):
Right.
Yeah, brand is a feeling.
Like a brand should give afeeling, it's not just your
colors and your logo and allthat, which we've beaten that
point in other episodes too.
Um all right, cool, cool.
So I nailed that one.
That's awesome.
SPEAKER_00 (09:42):
Let's see if you can get the second one.
What percent of buyers considerauthenticity a clue key factor
in evaluating their B2Bpartnerships?
SPEAKER_02 (09:52):
Um, I'm guessing it's not 71%.
So I'm gonna say I'm gonna say86%.
SPEAKER_00 (09:58):
Oh, it was 85%.
SPEAKER_02 (10:00):
Oh, I was gonna say 85%, but I was like wanted to
make it weird, so I made it 86.
So wow, I'm good at this.
SPEAKER_00 (10:07):
That was crazy.
I should go buy a lot of ticket.
I mean, we gotta see how howwell you do next, like next
episode too, because wow, that'sthat was really freaky.
SPEAKER_02 (10:16):
Yeah, so um just recap that one again, because
like I think our like being soclose, we get over we overpower
like what the actual stat is andwhat it means.
SPEAKER_00 (10:25):
So 85% of buyers consider authenticity,
authenticity a key factor inevaluating B2B partnerships.
So I think that's just anotherthing of your culture, right?
And like your values as acompany.
If you don't have good valuesand you're putting out, you
know, a bad brand, uh like Ithink in B2B a lot of brands get
(10:45):
lost in the mix, right?
And so having a good brand canbe really difficult.
And if you have bad values andbad culture, then that's just
gonna compound the problem.
Yep.
SPEAKER_02 (10:56):
So uh and you can't just invent culture, culture has
to be authentic, kind of bydefinition.
You can't like creating a fakeculture is impossible to do in a
company.
Um and people will find you outand see right through you.
And that's so what's reallyinteresting is like that really
just dovetails right into myfirst point.
Um, is you you nailed it like,you know, a lot of people just
(11:18):
ignore brand and culture in B2Bbecause you're providing a
service for money.
Boom, it's transactional, that'sit.
Um but so why does culturematter at all?
Like, and I think the stats thatyou shared show that like you
might think you're justproviding a service for money.
And I think about like um likebusiness banking, same thing.
(11:40):
Like they're providing me aservice and I'm paying them some
sort of fees or interest orwhatever.
Um but we went with a smallerlocal bank that has a fun logo.
Their branding is really cute,their um spaces are oddly enough
very similar to our spaces uh inour our physical offices that
(12:02):
we've had with like brick andwood in older buildings.
They've repurposed buildings,they're very big on community.
And that's where we went insteadof the very, very large regional
bank that could probably give usbetter rates and things.
But I know the people I talk to.
Um, I feel comfortable when Iwalk into their space.
(12:25):
Um, and they've also just beenlike, I don't know, nicer,
friendlier.
They know who we are.
Like we had um we had anoverdraft, which happens with
bank accounts all the time.
We have three accounts, and soone of them will go negative and
the other two are like reallybig or whatever.
Um, and like so it was like ourum our media purchasing account
(12:46):
like went negative.
They called me on a Saturdaymorning to ask me to transfer
some money so I wouldn't have anoverdraft fee.
Um Yeah, like and that'sbusiness banking.
That's B2B.
I mean, don't well, first ofall, that never happens in
consumer banking.
They're like, oh, we're gettingthe overdraft fee.
SPEAKER_00 (13:03):
That's like we're waiting on that overdraft fee.
SPEAKER_02 (13:05):
Yeah, but we have uh we have a 24-hour grace on any
overdrafts.
Um and so, yeah, and butSaturdays count, Sundays don't.
So by Monday morning, we wouldhave had an overdraft fee.
And they just called me andsaid, hey, like, you know, you
just went negative.
It was, I don't know, we werenegative by like$500 or
something stupid.
And we had thousands in theother account.
(13:26):
He's like, Can you just liketransfer?
And uh part of me is like, Ishould probably set up an
automatic transfer.
Like, if one account isnegative, just pull it from
another one.
Um, but that's part of it.
And that's like our culture,that's their culture, and that
mesh um makes it work.
I mean, and we went above andbeyond to use that bank.
(13:48):
They don't have any branches inSioux City where a lot of people
mail us checks to Sioux City.
So we've they increased ourmobile deposit limit.
Um, so we can multiple, do wedeposit like 30 grand per day or
something like that now?
I don't know what it is.
Um, but they also sent us like amachine like the tellers have
that Jessica has on her deskwhere you can scan the checks.
(14:08):
Um nice.
So if we have a really huge one,we can we can do that.
And then we can also likethey'll send us envelopes if we
need to mail checks to them.
Um, they'll give us theenvelopes to mail them.
We have to put a stamp on it.
But um so yeah, so right there,I mean it's an anecdote, it's a
little bit of a tangent, Iguess.
SPEAKER_00 (14:27):
But when you it's a clear signal, like I mean, that
whole story is awesome becauseit's just like a clear signal of
that person that bank's uh, youknow, like values and culture.
And like you said, it alignswith us and we want to work with
them, and that kind of supportand values they have and uphold
(14:48):
are like really authentic andreally awesome.
SPEAKER_02 (14:51):
So and culture fit is like when you're applying for
a job, that's always somethingthat they're looking for, a
culture fit.
Um, but it's also when we'relooking at clients, like when
clients are evaluating us, wedon't just take every single
client who comes in the door.
Um, we do evaluate on, you know,values and will they respect our
values and our culture, youknow, customs and things like
(15:14):
that.
Um, and do they feel likesomebody we want to go have a
drink with is kind of how thatculture fit is expressed a lot.
Um and I think they say that aswell.
Like, um, you know, we had onewho came back to us and just
said, like, she's like, I'vetalked to three companies, you
guys feel the most like you whatis it?
(15:36):
You feel like the most it wasbasically she wants to work with
us because the feeling she getsfrom us is the better than the
other two.
Just a feeling, nothing aboutour services, nothing about
quality of work, just a feeling.
Just vibes, vibes, yeah, totalvibes.
(15:58):
All right, so company so culturematters.
Like we've got stats, we've gotanecdotes, we've got tangents.
We know culture matters.
So um, I think your next pointreally gets us into what do you
do about that?
SPEAKER_00 (16:10):
So, yeah, how do you share your culture?
How do you put your culture outthere?
Because it's one thing to have agood culture, but if your
branding, if the messagingyou're putting out doesn't
reflect that fun, awesomeculture and those values that
you uphold, then it's not reallygonna, it's gonna get lost, like
between your branding and yourmessaging and all of that.
(16:32):
So one thing I would say is uhsurprise the content marketing
specialist is gonna say contentis probably one of the most
important things that you aregoing to be putting out in terms
of sharing your culture, sharingwhat it's like to work with you,
sharing your voice.
And uh yeah, I would say contentis huge with that, right?
(16:53):
I mean, this podcast is a reallybig indicator of our culture and
who we are, right?
Because you and I are discussingthese things in a really you
know authentic and easygoingway.
And I think we have all otherteam members on that share
really cool messages and reallycool honestly, it's it's just a
(17:14):
big snapshot of us, right?
So your social posts, yourblogs, newsletters are a great
way to show your voice and sharevaluable knowledge with uh your
clients and prospective clients.
I think um something that'sreally important to sharing your
culture in a positive way isshowing employee appreciation,
(17:35):
showing spotlighting your teammembers, spotlighting case
studies with your clients.
Um honestly, I keep going backto the podcast as like a major
one.
A podcast can be super huge forsharing like who you are,
especially to people who mightnot because we would we want to
see who we're working with,right?
(17:55):
You don't see who you're workingwith all the time behind a
social post.
That could just be a picture,that could be a really short
video.
But when people listen to thispodcast or other people's
podcasts in specific, if it'sreally attuned to what their
culture is and their brandingand their voice, then you're
gonna get a good idea of whoyou're gonna work with.
Like when people tune into us,they see you, Rich, they see me.
(18:17):
If if they want their contentdone or a podcast done, they
know who they're gonna beworking with.
SPEAKER_02 (18:22):
And yeah, I mean, and they also see like, you
know, sometimes like we're bothwearing like polos today.
Um but they they see like I wasin a t-shirt, I think, in one of
the last episodes because I justwas like doing so much stuff
around my house, getting readyfor people to come.
And I happen to be wearing at-shirt that day.
I had no client meetings, andit's like, all right, I'm just
gonna pop in here.
You've got the Lego artworkabove my head, like my little
(18:42):
lamp and my plant.
So you're kind of getting a feelfor us.
We know you like the color greenfor whatever reason.
That light green is.
SPEAKER_00 (18:48):
Yep, I'm definitely being green.
SPEAKER_02 (18:51):
Um, I think what's um what's interesting about that
is you're you're dead right thatlike this puts the personality
in it.
Like text or images are good,but audio better, audio video
imagery even better because youcan get that feel for who it is.
And I think that's where likethe Zoom calls are so much
(19:13):
better now.
I don't know anybody who reallydoes phone calls anymore.
You like generally schedule aZoom meeting where you used to
do like a big conference call,people would mute it, you're
distracted, you're not payingattention.
You can see on this that like Ido get distracted.
Like I run the company, and sosometimes there's something on
this screen that pulls me over,and I'm like, what's that over
there going on?
Um, or you know, I'm waiting formy my lawn people and they might
(19:36):
be outside, but it's raining, soI don't think they're coming,
but they haven't canceled yet,so who knows?
Um but I think having thosemoments where you can showcase
employees, and oh, I rememberwhat I was gonna say.
Like we share, like today, thereshould be a post on all of our
socials about Caitlin's birthdaybecause it's her birthday today.
Yeah.
And we do that, and that's notanything about the services we
(19:56):
offer, anything like that.
But the fact that we sharebirthday posts and anniversary
posts, it tells you just alittle something about our
company that we actually careabout people and we do
acknowledge like individual andpersonal milestones as well as
company milestones.
So little things like that go along way.
They also get shared like crazy,which is so stupid.
SPEAKER_00 (20:17):
But it's because people love seeing, you know,
family members, friends gettingspotlighted by the work that
they do with for the work thatthey do.
I mean, my friend, I have afriend that'll like and like
send me every video that we'veposted that I'm in, and he'll be
like, Hey, I watched this, youwere in it, like it's pretty
(20:38):
cool.
And it's kind of a joke, butlike it's also really cool
because like that stuff matters,you know what I mean?
SPEAKER_02 (20:44):
Like, yeah, and you're like, you're like, yeah,
I know.
I recorded it, I edited it, Iposted it, like I'm familiar
with this video.
SPEAKER_00 (20:52):
Yeah, Chloe asked me, Did you did you see this
post you guys put out?
Like it was pretty cool.
I'm literally the one.
What do you mean that I see it?
Yes, I'm literally the one thatlike you know, like is pulling
together the whole calendar.
SPEAKER_02 (21:05):
Where if you ask me, like, hey, did you see this post
we put out?
I'll be like, I don't know whichone, like, because maybe, maybe
not, because I don't go throughthose.
I'm not a part of the approvalprocess forum, I don't
micromanage that stuff.
Um, so I see them like anybody,any normal person would.
Like, I follow us, of course, onsocial media and stuff.
But you know, if I'm not reallyon Facebook, then I might not
see it.
You know, like I haven't been inLinkedIn a bunch, and we had an
(21:27):
episode on there, and I'm like,oh crap, I should reshare this
episode because I forgot to doit last week.
Um, and so I did.
But yeah.
SPEAKER_00 (21:34):
But no, yeah, I think something like main point
here is your content is reallyimportant for sharing your
values and culture.
Uh, it needs to be consistent,have like really good messaging.
I would recommend doing thingslike team spotlights behind the
scenes of like the work that youdo, because that's also like a
really good way of showing whoyou are and how you do things.
(21:58):
And honestly, like you said,simple stuff.
Sharing birthdays, sharinganniversaries.
If we have a big milestone of aclient, our clients like seeing
that and being able to share it.
We love sharing that, and itshows just who we are and why
you should work with us.
So content is the megaphone foryour branding and your voice.
SPEAKER_02 (22:16):
So yeah, and I think um the other piece there is like
sharing your your customersuccess stories, like things
that you do for your clients.
Like I know we had the the casestudy and whatnot, and we shared
a reel, I think it was, or aslideshow on the people
perspective and how we did theirbuild out, which was like a
really fun custom HubSpot buildout.
We were super proud of it, theywere super happy with it.
(22:38):
We continue to work with them.
Um, great quote from the client.
So, shout out to Christy and thefolks at the People Perspective
uh down in Texas.
SPEAKER_00 (22:45):
Um Yeah, that looked like a really fun project.
SPEAKER_02 (22:47):
Yeah, but it also tells people like how we feel
about our clients.
And you want to work, you don'twant to be in a place that's
like, oh god, it's anotherclient.
Like you want to be in a placethat's like celebrating the
joint wins, which is reallyimportant.
Uh all right, we beat that, webeat that point to death, I
think.
SPEAKER_00 (23:04):
Oh, 100%.
I think I think they get it.
I think they get it.
But that kind of dovetails intoour next point is your culture
is nothing without your team andthe people that are shaping that
culture.
It's like you said, you can'tfake good culture, and getting
people to buy into a culturethat they believe in is not only
(23:26):
just valuable for morale andkeeping everyone happy and
working hard, it's also justvaluable for you know, like your
customers because they want tosee.
So I have some stats toillustrate this point before I
go too far into it, but 64% ofcompanies credit their employee
(23:46):
advocacy programs withattracting and developing new
business, and 45% attribute newrevenue streams to those
programs.
So this is kind of just a pointof where if employers are
sharing your content and sharingum your culture, your brands,
like they're resharing likeposts, they're actually going
(24:07):
out of their way to say, hey,like we're doing this really
cool thing at our company, likecheck it out.
That is huge.
Um, not just for like, like Isaid, not just for morale, but
also for your customers and yourthe people you're going to be,
you know, providing your serviceto.
And uh I mean, here's anotherone.
This is a pretty big one.
(24:27):
Employee shared content achieveseight times more engagement than
employer brand content.
So we do a lot of employeeadvocacy here.
Um, like you'll probably likenotice a lot of our social
posts, we're our biggestcheerleaders, and that's because
sharing that stuff and sharingwhat's important to us and
(24:48):
knowledge and information andthought leadership is super
important to what we're doingwith our content.
And uh if your employees aren'taligned and bought into the
brand vision vision and culturethat you have, you're you're in
serious trouble.
SPEAKER_02 (25:06):
Yeah, and I think um a hundred percent the thing that
really helps us is Megan likereminds us in a channel in
Slack, like, hey, we just postedthis, go take a look.
Um, because sometimes they don'tknow, and it's not it doesn't
hurt to remind.
She doesn't ever say like youmust go like this, you must go
reshare this.
It's more like, hey, go take alook at it, like react if you
want to, share it if you wantto, like, you know, whatever.
(25:27):
And and people share certainthings and not other things.
Um but yeah, that employeeadvocacy is a huge, huge part of
getting things out there.
I think the other thing, um,another tip for folks from an
advertising standpoint is we'vebeen looking at messing around.
I don't know if we've done ityet, but promoting an employee's
post on LinkedIn through thecompany.
(25:49):
So the company actually pays topromote a post that an employee
made, right?
Am I getting that right?
SPEAKER_00 (25:54):
Employee, yeah, employee ads on LinkedIn.
Yeah.
So yeah, we're paying, we'rebasically promoting a post that
an employee or a team memberputs out.
And those are reallyinteresting.
Like when I went towards theLinkedIn Well, when we went to
the LinkedIn uh I keep thinkingback to inbound, but when we
went to the LinkedIn ads deepdive, uh that was one of the ads
(26:17):
where they said we should keepan eye on it because it's
something really interesting andit does show some decent success
in certain uh like basicallycertain with certain campaign
goals and stuff like that.
SPEAKER_02 (26:28):
Yeah, and it's taking that if your employees
are getting like an 8x responsecompared to what your company
does, then what happens if thecompany puts some money behind
that and promotes the employeepost?
Yeah.
Um, you know, can you fuel that?
So something that's working wellorganically, what happens when
you put money behind it?
Which is really the whole thingabout social advertising.
SPEAKER_00 (26:45):
Well, and Rich, how do you think people how do you
think as like a leader, right?
How do you get employees to buyinto the culture so that they
feel that you know they want toshare these things and they want
to put these things out?
Because, you know, as a teammember, I know that when I put
out good work or that when I'mgetting shouted out and like
(27:07):
acknowledged, that makes me morewilling to uh push things out
there.
And obviously, I'm the contentspecialist, so I greatly benefit
from pushing content out there.
SPEAKER_02 (27:17):
So it helps your own stats, yeah.
Um so I mean the short answer isI don't.
Like, I do not get anybody to doanything or get anybody to buy
into anything.
Um, when we hire, we try to hirefor a culture fit.
Um, our culture is fairly welldefined.
Um, though I think we do havesome folks who would be like, I
don't know, I couldn't put itinto words because it's just a
(27:38):
feeling, and it's like, okay,well, describe the feeling,
like, let's get there.
Um, but I think that you know,having our um our content be,
you know, team specific andacknowledging internally we've
got a little system internallywhere we acknowledge when
somebody like does something,even a little small win.
Um, and so that helps as well.
(28:00):
And I think just let honestlyletting the employees run with
it has been the best thing forus.
SPEAKER_00 (28:05):
Um so don't hire people that don't fit the
culture is probably one of thebiggest things.
SPEAKER_02 (28:11):
Yeah, I mean, and and we have, and it's so they
seem like it in the interview,and then you get to it that you
get them on board, and you'relike, oh god, they're not a good
culture fit at all.
Um, and then they just startresisting everything that you're
already doing and that most ofyour employees are bought in
with, and it creates frictionand it's rough.
SPEAKER_00 (28:29):
And showing appreciation, another big step
of that, like you said.
Um, just another stat to closeout on my point.
Um, highly engaged employeesdeliver up to 20% higher
productivity.
So if they're engaging the workin the culture that they are
bought into, obviously they'regonna work harder.
And uh I would say 83% ofemployees say a strong company
(28:52):
culture inspires them to takeinitiative.
So if you don't have a strongculture, a lot of people are
just gonna sit back and letthings happen and not take the
initiative to actually makechange.
SPEAKER_02 (29:01):
So yeah, and you want your employees bringing
ideas.
Like the worst thing is if I'mthe only one with ideas in the
company, like that's just notgonna work at all.
Um and you know, and everybodyhas to understand that not every
idea is gonna be executed on,not every idea is gonna go
somewhere.
But sometimes a weird idea orsomething way off the wall can
lead you down a path tosomething that's actually doable
(29:22):
and executable.
Um so that's kind of cool.
So I think the last one, and Ikind of touched on this from the
other side with like a vendorthat we use.
Um, but what happens if yourculture fit with a B2B client
gets really close, like superclose.
Um, and we have a client that umwe've we've had for years, and
(29:43):
we talk about how when they cometo our space or we go to their
space, it feels like home,basically.
Like the spaces now it helpsthat they designed our space.
So that does help.
But they designed our space withour input, like they didn't
design it for.
For them, they designed it forus.
We just happened to align tothat.
(30:03):
And we were actually gettingsome of that in our other spaces
before we had the current kindof space in Sioux City that
we've got.
Um, but like, you know, what'sreally funny there is like their
colors are similar to ours.
Like the space feels similar toours.
Um, the way, but the way thatthey talk about their team, the
way they collaborate, the waythey try to inject fun into
(30:26):
things on a regular basis, allof that just really aligns with
stuff.
And I think it's like whenyou've got um a good friend who
you just are so aligned with.
Um, one, it feels good.
It always feels good to talk tothem.
Two, if something goes wrong oryou have a difficulty, you've
(30:47):
got that shared history, thatshared culture to fall back on.
And you're going to be moregracious in working through
anything that's an issue.
Where for me, when a culture fitis really wrong, um those
clients one don't last, theydon't stick around.
(31:07):
Um, honestly, sometimes we don'twant them to stick around.
Um, but nobody will like breakup with anybody there.
You gotta kind of write it out.
SPEAKER_00 (31:14):
And I think when there's a culture mismatch too,
you see a lot of red flagsinitially, maybe too.
Where there's some places,obviously, like there's some
like there's probably someagencies for clients, right?
That'll sneak through selling alot, and it seems like they're
cultural alliance, but theymight be focused on the wrong
things, and then when itactually happens, it's just
awful.
That happened to my brother.
(31:36):
Uh basically, I won't get intotoo many details about who he
works for or whatever, but likethey were going to do a site for
the company that he worked for,and their strategy was to only
talk to the CEO and to try andconvince him to buy into this
idea, and it almost worked.
But my brother said, uh, heliterally just told me this.
(31:57):
He said he looked at the siteand could tell they had no idea
what they were talking about,and the way that they were going
about obviously just talking tothe CEO, shutting everyone else
out, and trying to can liketrying to upsell a lot of
things.
He could tell it wasn't a goodfit, and he was able to like
convince his company not to gowith it.
And that company went out ofbusiness like a couple like six
(32:19):
like a few months later.
So they were buying in to tryand you know save their company
with this big deal.
But he could tell that's just agood example that it wasn't a
good culture fit.
He was overselling, they weren'tfocused on the right things to
what the values that he thoughthit the company he worked for
was, you know, has.
And that's just like an exampleof that.
SPEAKER_02 (32:40):
But yeah, you do feel those red flags kind of
early on.
Um, it definitely happens.
Um, and so like when it's amismatch, um, you're you're just
gonna be going back through themotions later.
Like you're gonna end up in abreakup situation, you're gonna
end up not working.
And we have taken on clients,especially when money was like
really tight, um, where we'relike, yeah, I there I saw the
(33:02):
four red flags.
I'm willing to do those four redflags because we want the
income.
Um, and those clients don'tstick around, they aren't
enjoyable to work with, theydon't enjoy working with us.
Um, and you eventually likebreak up, but do you get the
money out of them?
Yeah.
Is that who we are?
No, not anymore.
Like we've been there at points,but um, if we get like big red
(33:26):
flags, we we're out.
And and you can be graciousabout it and just say, you know,
I think that you know weprobably could work together,
but I just don't know if it's aa good fit.
SPEAKER_00 (33:36):
We're too far apart on a lot of key things.
SPEAKER_02 (33:40):
Yep, 100%.
All right, so I think that umthat's an episode.
SPEAKER_00 (33:46):
That was quite the episode.
Uh cover a lot of good stuff.
How you can make your cultureand value more visible,
obviously it's content.
Yep.
Why it matters, why havingemployees buy into your culture
and then having them be a partof that content creation and
content sharing can be reallygood and engaging.
(34:08):
And then, like you said, like ifit's a what happens when a
culture fit is really close withB2B client, and then we covered
what happens when it goes wrong.
Yeah.
All right, awesome.
As always, you can find ouragency at antidote71.com and all
of our socials there as well.
If you have a question you'dlike to send our way, head to
(34:28):
CTA Podcast.live to shoot us anemail.
Or even better, leave us a voicemessage on our hotline at 402
718 9971.
Your question will, in fact,make it into a future episode of
the podcast.
SPEAKER_01 (34:42):
All right.
In B2B, your brand isn't just a logo, it's your
culture.
How your teams work, how yourteams show up for clients, and
the story you tell every dayshapes the trust buyers place in
you.
Today we're unpacking whyculture is so important in B2B
branding.
SPEAKER_02 (00:21):
Wow, Zach with the cold open there, like pulling an
SNL, just like right into it.
Good to see you though.
Yeah, good to see you.
All right.
So yeah, so how does companyculture influence B2B branding?
Why does it matter?
And why does it matter now evenmore than ever?
So that's that's gonna be a hotone.
So um okay.
(00:42):
Why don't we uh do thiscocktail?
Because it's a weird one.
SPEAKER_00 (00:47):
Yeah, let's just get right into the cocktail.
It's a fun one.
So the the Chit Cha Tati.
The Chit Chit Cha Tati, whichwas created by Sean Chen,
beverage director at Red Farmand principal bartender at Decoy
in New York City.
Red Farm is a dim sum uhrestaurant.
They have several locations inNew York.
SPEAKER_02 (01:08):
So a fun tangent, because I think we don't do
enough tangents anymore.
So um Caitlin was really ourtangent like leader.
Um in Australia, dim sum iscalled Yum Cha.
I had no idea.
Which now I'm seeing this theChit Cha, and if it's Yum Cha,
that Cha must mean something todo with um I don't know,
(01:28):
something to do with it.
But anyway.
SPEAKER_00 (01:30):
It must.
So Chen drew inspiration fromthe traditional Chinese tea
ceremony aiming to honor tea andhis cultural heritage.
The drink features osmanthusoolong tea from Taiwan, prized
for its delicate flavor andfaint nuttiness.
At decoy, it's often served in aChinese I'm Gaiwan, though it
(01:51):
also can be served in ahollowed-out mini pumpkin for a
festive twist.
The name Chit Cha comes from therespectful respectful way of
serving tea in Chinese culture.
So there's your answer to theChicha.
SPEAKER_02 (02:04):
Yeah.
Um, and a gaiwan is like alittle bowl with a lid on top.
Um, a lot of times in a Japaneserestaurant, you'll get miso soup
in one that's basically kind ofthe same thing.
Oh, okay.
Where it's they've got thelittle little topper on it with
its little foot.
Um, I had to look that up andsee.
Um but yeah, serving it in ahollowed out pumpkin.
Okay, so what on earth is inthis?
(02:27):
Um, oh, this is not one that I'mnot drinking this one.
I'm just going through it andI'm like, yeah, no, this isn't
happening to me.
Um, all right, so this willserve 12 people.
So I'm with when they sayhollowed out pumpkin, I don't
think they mean a mini pumpkin.
I think they mean like you putit in a big pumpkin, like a
punch pumpkin.
Like a medium-sized yeah, like amedium-sized uh pumpkin.
So add up the ounces on this.
(02:48):
Um, but I mean there's like 32ounces of just tea.
So it looks like this isprobably like a 50-ounce kind of
thing.
Okay.
So nine ounces of George Dicklerye whiskey, or your favorite
wet rye whiskey if you want.
But this is the one that Sean,whatever his name is, uses.
Um, three ounces of Benedictineliqueur, which I am not familiar
(03:10):
with Benedictine liqueur.
Um, so Zach will Google thatreal quick and we'll we'll tell
you what that is.
Uh, six ounces of lemon juice,freshly squeezed.
It's gonna be a lot of lemons toget six ounces, by the way.
Um so then, oh go ahead,Benedictine liqueur.
What is it?
SPEAKER_00 (03:26):
Herbal liqueur produced in France uh in the
19th century and is flavoredwith 27 different flowers,
berries, herbs, roots, andspices.
Wow.
SPEAKER_02 (03:36):
Presumably made by Benedictine monks.
Like, because that's that was athing.
Like, that's just a thing.
Like Christian Brothers brandyand stuff like that.
Okay.
Uh so then six ounces of gingersyrup after the lemon juice,
three ounces of blossom honey,32 ounces of osmentus oolong tea
hot brewed.
Um, so Zach will put in thenotes how you hot brew that.
(03:56):
Um, it is a delicate tea, soyou've got to be careful.
Um, my guess is it's probablylike 160 degree versus boiling
water or something like that.
Um 12 lemon half wheels studdedwith cloves, and then your
garnish is mitt leaves andcinnamon sugar and those half
wheels.
So this is a lot of stuff.
(04:16):
I'm guessing it doesn't go in ashaker, um, especially since
you're putting hot tea in there.
SPEAKER_00 (04:22):
Nope, it's more of a punch, so you stir it into the
pumpkin.
All right.
SPEAKER_02 (04:26):
So, Zach, how do we make all this work?
SPEAKER_00 (04:28):
So you add all your ingredients to a large hauled
out pumpkin or punch bowl, whichis probably more practical, so
you don't have to, you know,clean an entire pumpkin out.
SPEAKER_02 (04:37):
It's October, pumpkin.
Do the pumpkin.
SPEAKER_00 (04:39):
Go for it.
Honestly, the ginger syrup, thehoney, the tea, the cloves, the
cinnamon, all great fallflavors.
But uh, you stir with a woodenspoon until combined.
Then you divide out 12 minipumpkins if you want to get even
fancier for cups.
But I would say for this, gopunch cups.
So you don't have to do thatmany pumpkins.
(04:59):
Then garnish each with a lemonhalf-wheel stutter of cloves, a
mitten leaf, and a sprinkling ofcinnamon sugar.
And then the ginger syrup, youjuice four ounces of fresh
peeled ginger root, which couldbe tough if you don't have a
juicer.
Then you add one cup of extrafine sugar and stir in complete
stir completely until dissolved.
And this will keep refrigeratedin an airtight container for up
(05:21):
to two weeks.
So if you want to do anythingelse with that ginger syrup, and
for the oolong tea, it wants youto steep eight teaspoons of
osmanthus oolong tea with 32ounces of water for three to
five minutes.
So not really specific on thetemperature, but I'm sure if you
wanted to look it up, you couldprobably figure out the correct
temperature for it.
SPEAKER_02 (05:40):
Yeah, I've got a tea, an electric tea kettle, and
it's got different um like whitetea, green tea, herbal tea, and
then black tea.
Black tea is the only one thatit boils for.
Everyone else is like a 185,160, whatever.
Um, but typically with the moredelicate teas, you don't uh you
don't boil them because it canum it can ruin some of the
(06:02):
flavor.
So this is interesting.
So I mean, there might be enoughstuff in here.
Like there's only nine ounces ofrye whiskey, and there's 32
ounces of tea and a bunch ofother stuff.
So it might balance out.
This might actually be one Iwould try.
Um, I think if you really wantto be extra when you hollow out
the mini pumpkins, you can getsome like little hooks or
plastic hooks or whatever andlike hook them on the outside of
(06:22):
the big pumpkin so people likeget their mini pumpkin and then
like scoop in whatever theyneed.
Um, this is a great one for aHalloween party, though.
If you're gonna go all out forHalloween, this would be a fancy
Halloween party.
Yeah, really interesting one tohave kind of as a centerpiece.
And obviously, you can um youcan double it, you can triple
(06:43):
it, you can, you know, haveextra sitting somewhere, you
know, on a on a I don't know,you'd probably want to keep it
warm, I guess.
Because this is served warm,right?
SPEAKER_00 (06:51):
Yeah, so it would probably be pretty warm because
you're stirring in warm tea.
SPEAKER_02 (06:56):
Yeah, the tea, you don't let the tea cool, you
don't refrigerate it oranything.
Yeah.
Um so yeah, I mean that wouldbe, I think this is this is a
neat one.
I think it's fun.
It'd be funny.
SPEAKER_00 (07:07):
You probably could.
Yeah.
I think uh it's almost likeyou're serving like it in a
cauldron, which is kind of cool.
And uh, like you said, it'd be areally good centerpiece.
I'm really interested by theflavors and like the concept
behind it.
It's just like a play of likedoing a Chinese tea ceremony in
a giant cocktail pumpkin punchbowl.
So definitely ride up my alley.
SPEAKER_02 (07:29):
Yeah, I do think the cauldron would be, I mean, you
could do a cauldron and likeskull cups or something if you
want to do Halloween y.
I mean, you're getting away fromthe traditional like high-end
tea ceremony there.
But um I think you and Chloeshould do this.
You should have a Halloweenparty or go to somebody's
Halloween party and you shouldmake this and take it with you.
That'd be so much fun.
We should.
That's my that's my assignmentfor you.
All right.
So that comes from liquor.com.
(07:50):
Those people always have goodstuff.
I mean, it's right there intheir name, liquor.com.
So shall we uh take a break andcome back and talk B2B and
branding?
Let's do it.
All right, so Zach, I was aSlacker.
I brought no stats for thissection uh because it's what we
(08:11):
usually start with, some statsand some interesting numbers.
But um, if you've got stats,fire them away.
What do we what do we got?
SPEAKER_00 (08:18):
All right.
So, Rich, what percentage of B2Bbuyers are more likely to
purchase from companies whosecultures and values align with
their own 71.
It's 71.
SPEAKER_02 (08:32):
Is it really?
Yeah Oh no, that is so wild.
That's the first time that'shappened for us.
SPEAKER_00 (08:38):
As soon as you said 70, I was like, oh, he's gonna
be pretty close.
And then 71, I was like, wait asecond, he he got the nail on
the head.
So yeah, 71% of buyers are morelikely to purchase from
companies whose culture andvalue align with their own,
which is kind of hits on one ofyour points that we're gonna
talk about later.
But uh that's big, right?
Like that's huge.
SPEAKER_02 (08:58):
Like I knew it was big, like in my head, but the
first pop did in my head waslike 80, 85.
And then I was like, I'll betit's not quite that high.
And then I was like, I was like,oh, like maybe 75, 70, and then
I was just like, oh, 71 soundslike a good number.
SPEAKER_00 (09:10):
It was a good guess.
But that's awesome.
Yeah, no, it makes a lot ofsense.
I mean, that's the whole pointof this episode, right?
Culture is important to youractual brand.
If you don't have a good cultureand values, then you probably
don't have a good brand becauseyour brand should basically be
those culture, that culture andvalue, those values.
SPEAKER_02 (09:30):
Right.
Yeah, brand is a feeling.
Like a brand should give afeeling, it's not just your
colors and your logo and allthat, which we've beaten that
point in other episodes too.
Um all right, cool, cool.
So I nailed that one.
That's awesome.
SPEAKER_00 (09:42):
Let's see if you can get the second one.
What percent of buyers considerauthenticity a clue key factor
in evaluating their B2Bpartnerships?
SPEAKER_02 (09:52):
Um, I'm guessing it's not 71%.
So I'm gonna say I'm gonna say86%.
SPEAKER_00 (09:58):
Oh, it was 85%.
SPEAKER_02 (10:00):
Oh, I was gonna say 85%, but I was like wanted to
make it weird, so I made it 86.
So wow, I'm good at this.
SPEAKER_00 (10:07):
That was crazy.
I should go buy a lot of ticket.
I mean, we gotta see how howwell you do next, like next
episode too, because wow, that'sthat was really freaky.
SPEAKER_02 (10:16):
Yeah, so um just recap that one again, because
like I think our like being soclose, we get over we overpower
like what the actual stat is andwhat it means.
SPEAKER_00 (10:25):
So 85% of buyers consider authenticity,
authenticity a key factor inevaluating B2B partnerships.
So I think that's just anotherthing of your culture, right?
And like your values as acompany.
If you don't have good valuesand you're putting out, you
know, a bad brand, uh like Ithink in B2B a lot of brands get
(10:45):
lost in the mix, right?
And so having a good brand canbe really difficult.
And if you have bad values andbad culture, then that's just
gonna compound the problem.
Yep.
SPEAKER_02 (10:56):
So uh and you can't just invent culture, culture has
to be authentic, kind of bydefinition.
You can't like creating a fakeculture is impossible to do in a
company.
Um and people will find you outand see right through you.
And that's so what's reallyinteresting is like that really
just dovetails right into myfirst point.
Um, is you you nailed it like,you know, a lot of people just
(11:18):
ignore brand and culture in B2Bbecause you're providing a
service for money.
Boom, it's transactional, that'sit.
Um but so why does culturematter at all?
Like, and I think the stats thatyou shared show that like you
might think you're justproviding a service for money.
And I think about like um likebusiness banking, same thing.
(11:40):
Like they're providing me aservice and I'm paying them some
sort of fees or interest orwhatever.
Um but we went with a smallerlocal bank that has a fun logo.
Their branding is really cute,their um spaces are oddly enough
very similar to our spaces uh inour our physical offices that
(12:02):
we've had with like brick andwood in older buildings.
They've repurposed buildings,they're very big on community.
And that's where we went insteadof the very, very large regional
bank that could probably give usbetter rates and things.
But I know the people I talk to.
Um, I feel comfortable when Iwalk into their space.
(12:25):
Um, and they've also just beenlike, I don't know, nicer,
friendlier.
They know who we are.
Like we had um we had anoverdraft, which happens with
bank accounts all the time.
We have three accounts, and soone of them will go negative and
the other two are like reallybig or whatever.
Um, and like so it was like ourum our media purchasing account
(12:46):
like went negative.
They called me on a Saturdaymorning to ask me to transfer
some money so I wouldn't have anoverdraft fee.
Um Yeah, like and that'sbusiness banking.
That's B2B.
I mean, don't well, first ofall, that never happens in
consumer banking.
They're like, oh, we're gettingthe overdraft fee.
SPEAKER_00 (13:03):
That's like we're waiting on that overdraft fee.
SPEAKER_02 (13:05):
Yeah, but we have uh we have a 24-hour grace on any
overdrafts.
Um and so, yeah, and butSaturdays count, Sundays don't.
So by Monday morning, we wouldhave had an overdraft fee.
And they just called me andsaid, hey, like, you know, you
just went negative.
It was, I don't know, we werenegative by like$500 or
something stupid.
And we had thousands in theother account.
(13:26):
He's like, Can you just liketransfer?
And uh part of me is like, Ishould probably set up an
automatic transfer.
Like, if one account isnegative, just pull it from
another one.
Um, but that's part of it.
And that's like our culture,that's their culture, and that
mesh um makes it work.
I mean, and we went above andbeyond to use that bank.
(13:48):
They don't have any branches inSioux City where a lot of people
mail us checks to Sioux City.
So we've they increased ourmobile deposit limit.
Um, so we can multiple, do wedeposit like 30 grand per day or
something like that now?
I don't know what it is.
Um, but they also sent us like amachine like the tellers have
that Jessica has on her deskwhere you can scan the checks.
(14:08):
Um nice.
So if we have a really huge one,we can we can do that.
And then we can also likethey'll send us envelopes if we
need to mail checks to them.
Um, they'll give us theenvelopes to mail them.
We have to put a stamp on it.
But um so yeah, so right there,I mean it's an anecdote, it's a
little bit of a tangent, Iguess.
SPEAKER_00 (14:27):
But when you it's a clear signal, like I mean, that
whole story is awesome becauseit's just like a clear signal of
that person that bank's uh, youknow, like values and culture.
And like you said, it alignswith us and we want to work with
them, and that kind of supportand values they have and uphold
(14:48):
are like really authentic andreally awesome.
SPEAKER_02 (14:51):
So and culture fit is like when you're applying for
a job, that's always somethingthat they're looking for, a
culture fit.
Um, but it's also when we'relooking at clients, like when
clients are evaluating us, wedon't just take every single
client who comes in the door.
Um, we do evaluate on, you know,values and will they respect our
values and our culture, youknow, customs and things like
(15:14):
that.
Um, and do they feel likesomebody we want to go have a
drink with is kind of how thatculture fit is expressed a lot.
Um and I think they say that aswell.
Like, um, you know, we had onewho came back to us and just
said, like, she's like, I'vetalked to three companies, you
guys feel the most like you whatis it?
(15:36):
You feel like the most it wasbasically she wants to work with
us because the feeling she getsfrom us is the better than the
other two.
Just a feeling, nothing aboutour services, nothing about
quality of work, just a feeling.
Just vibes, vibes, yeah, totalvibes.
(15:58):
All right, so company so culturematters.
Like we've got stats, we've gotanecdotes, we've got tangents.
We know culture matters.
So um, I think your next pointreally gets us into what do you
do about that?
SPEAKER_00 (16:10):
So, yeah, how do you share your culture?
How do you put your culture outthere?
Because it's one thing to have agood culture, but if your
branding, if the messagingyou're putting out doesn't
reflect that fun, awesomeculture and those values that
you uphold, then it's not reallygonna, it's gonna get lost, like
between your branding and yourmessaging and all of that.
(16:32):
So one thing I would say is uhsurprise the content marketing
specialist is gonna say contentis probably one of the most
important things that you aregoing to be putting out in terms
of sharing your culture, sharingwhat it's like to work with you,
sharing your voice.
And uh yeah, I would say contentis huge with that, right?
(16:53):
I mean, this podcast is a reallybig indicator of our culture and
who we are, right?
Because you and I are discussingthese things in a really you
know authentic and easygoingway.
And I think we have all otherteam members on that share
really cool messages and reallycool honestly, it's it's just a
(17:14):
big snapshot of us, right?
So your social posts, yourblogs, newsletters are a great
way to show your voice and sharevaluable knowledge with uh your
clients and prospective clients.
I think um something that'sreally important to sharing your
culture in a positive way isshowing employee appreciation,
(17:35):
showing spotlighting your teammembers, spotlighting case
studies with your clients.
Um honestly, I keep going backto the podcast as like a major
one.
A podcast can be super huge forsharing like who you are,
especially to people who mightnot because we would we want to
see who we're working with,right?
(17:55):
You don't see who you're workingwith all the time behind a
social post.
That could just be a picture,that could be a really short
video.
But when people listen to thispodcast or other people's
podcasts in specific, if it'sreally attuned to what their
culture is and their brandingand their voice, then you're
gonna get a good idea of whoyou're gonna work with.
Like when people tune into us,they see you, Rich, they see me.
(18:17):
If if they want their contentdone or a podcast done, they
know who they're gonna beworking with.
SPEAKER_02 (18:22):
And yeah, I mean, and they also see like, you
know, sometimes like we're bothwearing like polos today.
Um but they they see like I wasin a t-shirt, I think, in one of
the last episodes because I justwas like doing so much stuff
around my house, getting readyfor people to come.
And I happen to be wearing at-shirt that day.
I had no client meetings, andit's like, all right, I'm just
gonna pop in here.
You've got the Lego artworkabove my head, like my little
(18:42):
lamp and my plant.
So you're kind of getting a feelfor us.
We know you like the color greenfor whatever reason.
That light green is.
SPEAKER_00 (18:48):
Yep, I'm definitely being green.
SPEAKER_02 (18:51):
Um, I think what's um what's interesting about that
is you're you're dead right thatlike this puts the personality
in it.
Like text or images are good,but audio better, audio video
imagery even better because youcan get that feel for who it is.
And I think that's where likethe Zoom calls are so much
(19:13):
better now.
I don't know anybody who reallydoes phone calls anymore.
You like generally schedule aZoom meeting where you used to
do like a big conference call,people would mute it, you're
distracted, you're not payingattention.
You can see on this that like Ido get distracted.
Like I run the company, and sosometimes there's something on
this screen that pulls me over,and I'm like, what's that over
there going on?
Um, or you know, I'm waiting formy my lawn people and they might
(19:36):
be outside, but it's raining, soI don't think they're coming,
but they haven't canceled yet,so who knows?
Um but I think having thosemoments where you can showcase
employees, and oh, I rememberwhat I was gonna say.
Like we share, like today, thereshould be a post on all of our
socials about Caitlin's birthdaybecause it's her birthday today.
Yeah.
And we do that, and that's notanything about the services we
(19:56):
offer, anything like that.
But the fact that we sharebirthday posts and anniversary
posts, it tells you just alittle something about our
company that we actually careabout people and we do
acknowledge like individual andpersonal milestones as well as
company milestones.
So little things like that go along way.
They also get shared like crazy,which is so stupid.
SPEAKER_00 (20:17):
But it's because people love seeing, you know,
family members, friends gettingspotlighted by the work that
they do with for the work thatthey do.
I mean, my friend, I have afriend that'll like and like
send me every video that we'veposted that I'm in, and he'll be
like, Hey, I watched this, youwere in it, like it's pretty
(20:38):
cool.
And it's kind of a joke, butlike it's also really cool
because like that stuff matters,you know what I mean?
SPEAKER_02 (20:44):
Like, yeah, and you're like, you're like, yeah,
I know.
I recorded it, I edited it, Iposted it, like I'm familiar
with this video.
SPEAKER_00 (20:52):
Yeah, Chloe asked me, Did you did you see this
post you guys put out?
Like it was pretty cool.
I'm literally the one.
What do you mean that I see it?
Yes, I'm literally the one thatlike you know, like is pulling
together the whole calendar.
SPEAKER_02 (21:05):
Where if you ask me, like, hey, did you see this post
we put out?
I'll be like, I don't know whichone, like, because maybe, maybe
not, because I don't go throughthose.
I'm not a part of the approvalprocess forum, I don't
micromanage that stuff.
Um, so I see them like anybody,any normal person would.
Like, I follow us, of course, onsocial media and stuff.
But you know, if I'm not reallyon Facebook, then I might not
see it.
You know, like I haven't been inLinkedIn a bunch, and we had an
(21:27):
episode on there, and I'm like,oh crap, I should reshare this
episode because I forgot to doit last week.
Um, and so I did.
But yeah.
SPEAKER_00 (21:34):
But no, yeah, I think something like main point
here is your content is reallyimportant for sharing your
values and culture.
Uh, it needs to be consistent,have like really good messaging.
I would recommend doing thingslike team spotlights behind the
scenes of like the work that youdo, because that's also like a
really good way of showing whoyou are and how you do things.
(21:58):
And honestly, like you said,simple stuff.
Sharing birthdays, sharinganniversaries.
If we have a big milestone of aclient, our clients like seeing
that and being able to share it.
We love sharing that, and itshows just who we are and why
you should work with us.
So content is the megaphone foryour branding and your voice.
SPEAKER_02 (22:16):
So yeah, and I think um the other piece there is like
sharing your your customersuccess stories, like things
that you do for your clients.
Like I know we had the the casestudy and whatnot, and we shared
a reel, I think it was, or aslideshow on the people
perspective and how we did theirbuild out, which was like a
really fun custom HubSpot buildout.
We were super proud of it, theywere super happy with it.
(22:38):
We continue to work with them.
Um, great quote from the client.
So, shout out to Christy and thefolks at the People Perspective
uh down in Texas.
SPEAKER_00 (22:45):
Um Yeah, that looked like a really fun project.
SPEAKER_02 (22:47):
Yeah, but it also tells people like how we feel
about our clients.
And you want to work, you don'twant to be in a place that's
like, oh god, it's anotherclient.
Like you want to be in a placethat's like celebrating the
joint wins, which is reallyimportant.
Uh all right, we beat that, webeat that point to death, I
think.
SPEAKER_00 (23:04):
Oh, 100%.
I think I think they get it.
I think they get it.
But that kind of dovetails intoour next point is your culture
is nothing without your team andthe people that are shaping that
culture.
It's like you said, you can'tfake good culture, and getting
people to buy into a culturethat they believe in is not only
(23:26):
just valuable for morale andkeeping everyone happy and
working hard, it's also justvaluable for you know, like your
customers because they want tosee.
So I have some stats toillustrate this point before I
go too far into it, but 64% ofcompanies credit their employee
(23:46):
advocacy programs withattracting and developing new
business, and 45% attribute newrevenue streams to those
programs.
So this is kind of just a pointof where if employers are
sharing your content and sharingum your culture, your brands,
like they're resharing likeposts, they're actually going
(24:07):
out of their way to say, hey,like we're doing this really
cool thing at our company, likecheck it out.
That is huge.
Um, not just for like, like Isaid, not just for morale, but
also for your customers and yourthe people you're going to be,
you know, providing your serviceto.
And uh I mean, here's anotherone.
This is a pretty big one.
(24:27):
Employee shared content achieveseight times more engagement than
employer brand content.
So we do a lot of employeeadvocacy here.
Um, like you'll probably likenotice a lot of our social
posts, we're our biggestcheerleaders, and that's because
sharing that stuff and sharingwhat's important to us and
(24:48):
knowledge and information andthought leadership is super
important to what we're doingwith our content.
And uh if your employees aren'taligned and bought into the
brand vision vision and culturethat you have, you're you're in
serious trouble.
SPEAKER_02 (25:06):
Yeah, and I think um a hundred percent the thing that
really helps us is Megan likereminds us in a channel in
Slack, like, hey, we just postedthis, go take a look.
Um, because sometimes they don'tknow, and it's not it doesn't
hurt to remind.
She doesn't ever say like youmust go like this, you must go
reshare this.
It's more like, hey, go take alook at it, like react if you
want to, share it if you wantto, like, you know, whatever.
(25:27):
And and people share certainthings and not other things.
Um but yeah, that employeeadvocacy is a huge, huge part of
getting things out there.
I think the other thing, um,another tip for folks from an
advertising standpoint is we'vebeen looking at messing around.
I don't know if we've done ityet, but promoting an employee's
post on LinkedIn through thecompany.
(25:49):
So the company actually pays topromote a post that an employee
made, right?
Am I getting that right?
SPEAKER_00 (25:54):
Employee, yeah, employee ads on LinkedIn.
Yeah.
So yeah, we're paying, we'rebasically promoting a post that
an employee or a team memberputs out.
And those are reallyinteresting.
Like when I went towards theLinkedIn Well, when we went to
the LinkedIn uh I keep thinkingback to inbound, but when we
went to the LinkedIn ads deepdive, uh that was one of the ads
(26:17):
where they said we should keepan eye on it because it's
something really interesting andit does show some decent success
in certain uh like basicallycertain with certain campaign
goals and stuff like that.
SPEAKER_02 (26:28):
Yeah, and it's taking that if your employees
are getting like an 8x responsecompared to what your company
does, then what happens if thecompany puts some money behind
that and promotes the employeepost?
Yeah.
Um, you know, can you fuel that?
So something that's working wellorganically, what happens when
you put money behind it?
Which is really the whole thingabout social advertising.
SPEAKER_00 (26:45):
Well, and Rich, how do you think people how do you
think as like a leader, right?
How do you get employees to buyinto the culture so that they
feel that you know they want toshare these things and they want
to put these things out?
Because, you know, as a teammember, I know that when I put
out good work or that when I'mgetting shouted out and like
(27:07):
acknowledged, that makes me morewilling to uh push things out
there.
And obviously, I'm the contentspecialist, so I greatly benefit
from pushing content out there.
SPEAKER_02 (27:17):
So it helps your own stats, yeah.
Um so I mean the short answer isI don't.
Like, I do not get anybody to doanything or get anybody to buy
into anything.
Um, when we hire, we try to hirefor a culture fit.
Um, our culture is fairly welldefined.
Um, though I think we do havesome folks who would be like, I
don't know, I couldn't put itinto words because it's just a
(27:38):
feeling, and it's like, okay,well, describe the feeling,
like, let's get there.
Um, but I think that you know,having our um our content be,
you know, team specific andacknowledging internally we've
got a little system internallywhere we acknowledge when
somebody like does something,even a little small win.
Um, and so that helps as well.
(28:00):
And I think just let honestlyletting the employees run with
it has been the best thing forus.
SPEAKER_00 (28:05):
Um so don't hire people that don't fit the
culture is probably one of thebiggest things.
SPEAKER_02 (28:11):
Yeah, I mean, and and we have, and it's so they
seem like it in the interview,and then you get to it that you
get them on board, and you'relike, oh god, they're not a good
culture fit at all.
Um, and then they just startresisting everything that you're
already doing and that most ofyour employees are bought in
with, and it creates frictionand it's rough.
SPEAKER_00 (28:29):
And showing appreciation, another big step
of that, like you said.
Um, just another stat to closeout on my point.
Um, highly engaged employeesdeliver up to 20% higher
productivity.
So if they're engaging the workin the culture that they are
bought into, obviously they'regonna work harder.
And uh I would say 83% ofemployees say a strong company
(28:52):
culture inspires them to takeinitiative.
So if you don't have a strongculture, a lot of people are
just gonna sit back and letthings happen and not take the
initiative to actually makechange.
SPEAKER_02 (29:01):
So yeah, and you want your employees bringing
ideas.
Like the worst thing is if I'mthe only one with ideas in the
company, like that's just notgonna work at all.
Um and you know, and everybodyhas to understand that not every
idea is gonna be executed on,not every idea is gonna go
somewhere.
But sometimes a weird idea orsomething way off the wall can
lead you down a path tosomething that's actually doable
(29:22):
and executable.
Um so that's kind of cool.
So I think the last one, and Ikind of touched on this from the
other side with like a vendorthat we use.
Um, but what happens if yourculture fit with a B2B client
gets really close, like superclose.
Um, and we have a client that umwe've we've had for years, and
(29:43):
we talk about how when they cometo our space or we go to their
space, it feels like home,basically.
Like the spaces now it helpsthat they designed our space.
So that does help.
But they designed our space withour input, like they didn't
design it for.
For them, they designed it forus.
We just happened to align tothat.
(30:03):
And we were actually gettingsome of that in our other spaces
before we had the current kindof space in Sioux City that
we've got.
Um, but like, you know, what'sreally funny there is like their
colors are similar to ours.
Like the space feels similar toours.
Um, the way, but the way thatthey talk about their team, the
way they collaborate, the waythey try to inject fun into
(30:26):
things on a regular basis, allof that just really aligns with
stuff.
And I think it's like whenyou've got um a good friend who
you just are so aligned with.
Um, one, it feels good.
It always feels good to talk tothem.
Two, if something goes wrong oryou have a difficulty, you've
(30:47):
got that shared history, thatshared culture to fall back on.
And you're going to be moregracious in working through
anything that's an issue.
Where for me, when a culture fitis really wrong, um those
clients one don't last, theydon't stick around.
(31:07):
Um, honestly, sometimes we don'twant them to stick around.
Um, but nobody will like breakup with anybody there.
You gotta kind of write it out.
SPEAKER_00 (31:14):
And I think when there's a culture mismatch too,
you see a lot of red flagsinitially, maybe too.
Where there's some places,obviously, like there's some
like there's probably someagencies for clients, right?
That'll sneak through selling alot, and it seems like they're
cultural alliance, but theymight be focused on the wrong
things, and then when itactually happens, it's just
awful.
That happened to my brother.
(31:36):
Uh basically, I won't get intotoo many details about who he
works for or whatever, but likethey were going to do a site for
the company that he worked for,and their strategy was to only
talk to the CEO and to try andconvince him to buy into this
idea, and it almost worked.
But my brother said, uh, heliterally just told me this.
(31:57):
He said he looked at the siteand could tell they had no idea
what they were talking about,and the way that they were going
about obviously just talking tothe CEO, shutting everyone else
out, and trying to can liketrying to upsell a lot of
things.
He could tell it wasn't a goodfit, and he was able to like
convince his company not to gowith it.
And that company went out ofbusiness like a couple like six
(32:19):
like a few months later.
So they were buying in to tryand you know save their company
with this big deal.
But he could tell that's just agood example that it wasn't a
good culture fit.
He was overselling, they weren'tfocused on the right things to
what the values that he thoughthit the company he worked for
was, you know, has.
And that's just like an exampleof that.
SPEAKER_02 (32:40):
But yeah, you do feel those red flags kind of
early on.
Um, it definitely happens.
Um, and so like when it's amismatch, um, you're you're just
gonna be going back through themotions later.
Like you're gonna end up in abreakup situation, you're gonna
end up not working.
And we have taken on clients,especially when money was like
really tight, um, where we'relike, yeah, I there I saw the
(33:02):
four red flags.
I'm willing to do those four redflags because we want the
income.
Um, and those clients don'tstick around, they aren't
enjoyable to work with, theydon't enjoy working with us.
Um, and you eventually likebreak up, but do you get the
money out of them?
Yeah.
Is that who we are?
No, not anymore.
Like we've been there at points,but um, if we get like big red
(33:26):
flags, we we're out.
And and you can be graciousabout it and just say, you know,
I think that you know weprobably could work together,
but I just don't know if it's aa good fit.
SPEAKER_00 (33:36):
We're too far apart on a lot of key things.
SPEAKER_02 (33:40):
Yep, 100%.
All right, so I think that umthat's an episode.
SPEAKER_00 (33:46):
That was quite the episode.
Uh cover a lot of good stuff.
How you can make your cultureand value more visible,
obviously it's content.
Yep.
Why it matters, why havingemployees buy into your culture
and then having them be a partof that content creation and
content sharing can be reallygood and engaging.
(34:08):
And then, like you said, like ifit's a what happens when a
culture fit is really close withB2B client, and then we covered
what happens when it goes wrong.
Yeah.
All right, awesome.
As always, you can find ouragency at antidote71.com and all
of our socials there as well.
If you have a question you'dlike to send our way, head to
(34:28):
CTA Podcast.live to shoot us anemail.
Or even better, leave us a voicemessage on our hotline at 402
718 9971.
Your question will, in fact,make it into a future episode of
the podcast.
SPEAKER_01 (34:42):
All right.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Las Culturistas with Matt Rogers and Bowen Yang
Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.