Podcasts about Bombora

Interview with Steven Montgomery Todays interview is with Steven Montgomery, founder and master craftsman behind Bombora Spearguns on the Central Coast. Steven talks about his journey from using pipe guns to making custom timber spearguns, sharing all the details about materials, design choices, and the ups and downs of speargun building. They also dive into speargun care tips, hunting techniques for big kingfish and some wild stories involving sharks and strong currents. A great chat with a master craftsman in the spearfishing world, to order your own! Important times 00:00 Intro 05:56 Welcome Steven Montgomery 13:21 Speargun Design and Performance 16:16 Speargun Materials and Techniques 27:30 Speargun Maintenance and Preferences 38:30 Speargun Shafts and Accessories 44:14 The Costs of Running a Business 44:37 Tri Cut vs. Pencil Point Tips 46:14 Spearfishing Stories and Mishaps 49:49 Rubber Choices for Spearguns 51:11 Roller Guns and Testing 01:02:41 Shark Encounters in the Coral Sea 01:07:43 Spearfishing Gear and Care Tips 01:12:04 Hunting Kingfish 01:22:00 Spearfishing Community and Clubs 01:26:18 Outro Listen in and subscribe on iOS or Android Important Links   Noob Spearo Partners and Discount Codes | Get Spear Ready and make the most of your next spearfishing trip! 50 days to better spearfishing! | Use the code NOOBSPEARO to get FREE SHIPPING . Use the code NOOBSPEARO save $20 on every purchase over $200 at checkout – Flat shipping rate, especially in AUS! – Use the code NOOB10 to save 10% off anything store-wide. Free Shipping on USA orders over $99 | Simple, Effective, Dependable Wooden Spearguns. Use the Code NOOB to save $30 on any speargun:) | 10% off for listeners with code: NOOBSPEARO | ‘Spearo Dad' | ‘Jobfish Tribute' | 99 Spearo Recipes 28-day Freediving Transformation | Equalization Masterclass – Roadmap to Frenzel | The 5 minute Freediver | Break the 10 Meter Barrier – Use the code NOOBSPEARO to save . Listen to 99 Tips to Get Better at Spearfishing | Wickedly tough and well thought out gear! Check out the legendary  use the code NOOB15  

In this episode, EWL Partner and Wealth Advisor Ryan Loehr, speaks with Gregg Taylor from Salter Brothers.Gregg leads the equities investment team at Salter Brothers, a reputable Australian alternatives investment manager responsible for overseeing $3.5bn of assets for HNW investors and institutions.We have known Gregg across various iterations of his career, which has seen him work across broking, investment banking and portfolio manager roles with leading institutions. Then building and successfully exiting a large media-tech business as well as a funds management business (Bombora) before joining Salter Brothers. In this episode, we dive into some of the key considerations for founders seeking the right investment partner; unpack some of the common challenges these high-growth businesses face; and discuss why the market for these companies has become attractively priced.As active investors, finding value often requires a contrarian approach; and both small and pre-IPO businesses have recently lagged larger indices by a large margin. This episode is well suited to founders thinking about taking on a capital partner and key considerations; or investors wanting to understand some of the underappreciated opportunities in high-growth, emerging Australian companies.  Disclaimer: The information in this podcast series is for general financial educational purposes only, should not be considered financial advice and is only intended for wholesale clients. That means the information does not consider your objectives, financial situation or needs. You should consider if the information is appropriate for you and your needs. You should always consult your trusted licensed professional adviser before making any investment decision.

Triple OG, Keith Meek sits in this week for an educational tour of Northern California skating from the early 70's til present. Listen in as we discuss: growing up in San Jose, the influences of Mike Fox, getting into punk rock in the late 70's, skating full pipes, the importance of style, seeing Kiwi & Weston in the wild, Hester series at Newark, Vans pool, KT's nor-cal vernacular birthing his nickname,  moving to Santa Cruz, trading pools with strangers, Bombora pipe, the legend of Blackhart, origin story of Talkin Ed, singing for Los Olvidados at the start, surfing, the start of Thrasher Magazine, Mile High vert ramp, and of course the Slasher skateboard graphic from Jim Phillips. This and more all in part 1, listen and be on alert for part 2... PHOTO:  @nellysmagicmoments  F-BOMB BLOWOUT WIN A SLASHER COMPLETE SKATEBOARD with MEEKSTERBRAU shirts, hat and stickers!!! First one to email TalkinSchmit@Gmail.com with the number of F-Bombs dropped by Meekster wins. --------------------------------------- SUBSCRIBE NOW: https://bit.ly/2RYE75F --------------------------------------- FOLLOW MEEKSTER ON THE GRAM: http://www.instagram.com/keith_meek www.meeksterbrau.com --------------------------------------- TALKIN' SCHMIT SOFT GOODS IN JAPAN: https://www.instagram.com/underdogdistribution --------------------------------------- INTRO MUSIC: "Mary's Cross" by Natur INTERVIEW & EDITED: Greg "Schmitty" Smith FIRST IMPRESSION: MIKE FOX CREDITS MUSIC: “Adirondack gate” by Shane Medanich CLOSING MONOLOGUE: Noelle Fiore EXECUTIVE DIRECTOR: Sharal Camisa CONTACT with comments or suggestions: TalkinSchmit@Gmail.com WEBSITE: https://talkinschmit.com/ YOUTUBE: http://www.youtube.com/TalkinSchmit INSTAGRAM: @Talkin_Schmit FACEBOOK: https://www.facebook.com/TalkinSchmit/ --------------------------------------- SUPPORT OUR SPONSORS: BLOOD WIZARD (http://bloodwizard.com/) BLUE PLATE (http://www.blueplatesf.com/) EXPOSURE: (https://www.exposureskate.org/) --------------------------------------- #skateboarding #podcast #TalkinSchmit#KEITHMEEK #SLASHER #santacruz --- Send in a voice message: https://podcasters.spotify.com/pod/show/talkin-schmit/message Support this podcast: https://podcasters.spotify.com/pod/show/talkin-schmit/support

Triple OG, Keith Meek sits in this week for a lengthy two-part educational tour of Northern California skating from the early 70's til present. Listen in as we discuss: growing up in San Jose, the influences of Mike Fox, getting into punk rock in the late 70's, skating full pipes, the importance of style, Hester series at Newark, Vans pool, KT's nor-cal vernacular birthing his nickname,  moving to Santa Cruz, trading pools with strangers, Bombora pipe, the legend of Blackhart, origin story of Talkin Ed, singing for Los Olvidados at the start, surfing, the start of Thrasher Magazine, Mile High vert ramp, and of course the Slasher skateboard graphic from Jim Phillips. This and more all in part 1, listen and be on alert for part 2... --------------------------------------- SUBSCRIBE NOW: https://bit.ly/2RYE75F --------------------------------------- FOLLOW MEEKSTER ON THE GRAM: http://www.instagram.com/keith_meek and www.meeksterbrau.com --------------------------------------- INTRO MUSIC: "Mary's Cross" by Natur INTERVIEW & EDITED: Greg "Schmitty" Smith CREDITS MUSIC: “Adirondack gate” by Shane Medanich CLOSING MONOLOGUE: Noelle Fiore EXECUTIVE DIRECTOR: Sharal Camisa WEBSITE: https://talkinschmit.com/ YOUTUBE: http://www.youtube.com/TalkinSchmit INSTAGRAM: @Talkin_Schmit FACEBOOK: https://www.facebook.com/TalkinSchmit/ --------------------------------------- SUPPORT OUR SPONSORS: BLOOD WIZARD (http://bloodwizard.com/) BLUE PLATE (http://www.blueplatesf.com/) --------------------------------------- CONTACT with comments or suggestions: TalkinSchmit@Gmail.com If you want to help support the show, head over to https://www.talkinschmit.com/ and buy me a cup of coffee. There's also lots of photos, video and extras to help complement each interview. #skateboarding #podcast #TalkinSchmit #KeithMeek #Slasher #SantaCruzSkateboards --- Send in a voice message: https://podcasters.spotify.com/pod/show/talkin-schmit/message Support this podcast: https://podcasters.spotify.com/pod/show/talkin-schmit/support

In today's episode, Hosts Klaudia Tirico and Kelly Lindenau roll the tape of a B2B Sales & Marketing Exchange session hosted by Nirosha Methananda, former Head of Marketing for companies like Influ2 and Bombora and now the Chief Marketing Maven for Sati Marketing. The presentation explored key strategies and insights from industry experts that empowers listeners to take their B2B marketing to new heights.Methanada highlighted the importance of having a marketing strategy that aligns with business goals and even helps marketers understand how to get buy-in from other departments. She also touched on how to prioritize building different marketing functions and shared some tips on how to build a marketing team. Specifically, she outlined: Factors to consider when selecting marketing technology and tools, such as needs, resources and ability to scale; The importance of measuring marketing metrics that are relevant to business goals like ROI and driving recurring revenue; and How to connect every marketing role and program to ROI to demonstrate value. RELATED LINKS Connect with Nirosha here! Learn more about Sati Marketing. Follow us on LinkedIn and Twitter. Register now for the B2B Marketing Exchange!

Lorena Morales, Director of Global Digital Marketing at JLL. This speaker from the Demand Gen Summit discusses how to drive more growth through RevOps . To stay current on our latest events, follow us on Linkedin. Useful Timestamps: 2:00 - B2B buyer's journey is constantly evolving.10:22 - Buyers rely on secondary research, review ratings, webinars, and white papers to educate themselves on solutions.12:53 - The late stage of buyer engagement by sellers and the importance of influencing and engaging buyers early in their journey.15:27 - How buyers leave digital footprints and the use of intent data from third-party providers like Bombora to make proactive moves in sales.18:53 - Identify buyer footprints and align sales strategies.19:48 - Use sales intelligence and intent data on open rates, reply rates, meetings booked, and qualified opportunities. 20:18- Closing Remarks.

After a few months off the scene, I'm back with an opening episode featuring the music of The Atlantics. This episode focusses on 1963 and The Atlantics rapid rise in the space of a few months. As well as the classics; Bombora and The Crusher, we'll hear The Atlantics as backing band for Kelly Green, Kenny Shane and Johnny Rebb. There's a lot of great music in this episode and much more to come!

ACE events happen year-round, with the biggest events bookending the summer.  Our summer started with over 1300 attendees at CoasterCon and it will wrap up with 208 attendees with representation from 34 states (plus Germany and Portugal!) heading to Utah for the Fall Conference at Lagoon Park and the S&S headquarters.   Regardless of whether you plan to attend or can't make it this year, this spoiler-free episode has something for you!  Co-host Jessica Gardner meets with Julie Freed, Director of Special Events for Lagoon Park, to learn all about the family-owned park's extensive history and the event.   In this episode: [01:51] Meet Julie, park history: Lagoon opened in 1886 and has been a family business ever since [6:48] Lagoon has three rides on the National Historic Register [09:30] The park works hard to keep the older rides in riding shape  [13:20] BomBora was designed in-house (has the same seats as Primordial) [18:25] Primordial's seats fit just about everyone (36 inch minimum height!) [26:13] Naming a coaster is a family affair for Lagoon Park [35:22] All about Frightmares    Follow Lagoon Park on Instagram   Share your ideas and thoughts about this podcast via email: podcast@aceonline.org. Visit ridewithace.com to learn more about the non-profit organization American Coaster Enthusiasts.   Join the team of ACE volunteers. Volunteering offers different ways to share your talents by: Having an impact on the future of ACE Providing opportunities for rewarding experiences Developing friendships in a small group Learning new skills or sharing your talents with ACE Podcast Volunteer Team  Hosts: Jessica Gardner and John Davidson Producer: Derek Perry Editors: Bob Randolph Show Notes: Liz Tan  Project Manager: Corey Wooten  

Sesión cocinada con unos lanzamientos recientes del punk rock'n'roll australiano.(Foto del podcast; The Prize)Playlist;(sintonía) THE ATLANTICS “Bombora”THE PRIZE “Wrong side of town” (EP, 2022)THE PRIZE “First sight” (single, 2023)THE CHATS “Identity theft” (High risk behaviour, 2020)THE CHATS “6L GTR” (Get fucked, 2022)THE CHATS “Struck by lightning” (Get fucked, 2022)PRIVATE FUNCTION “I’m this far away from being the worst person you ever met” (Hello Asshole, 2023)PRIVATE FUNCTION “Yellow” (Hello Asshole, 2023)CIVIC “Born in the heat” (Taken by force, 2023)CIVIC “Blood rushes” (Taken by force, 2023)STIFF RICHARDS “Talk” (State of mind, 2020)THE VOLCANICS “Why’d you do that” (single, 2022)AMYL AND THE SNIFFERS “Guided by angels” (Comfort to me, 2021)THE MEANIES “Jekyll and Hyde” (Desperate measures, 2020)THE HARD-ONS “Apartment for two” (Ripper ’23, 2023)DATURA 4 “Going Back To Hoonsville” (Neanderthal jam, 2022)KING GIZZARD AND THE LIZARD WIZARD “Road train” (Nonagon Infinity, 2017)Escuchar audio

The warmth of the sun is blazing hot this summer and so are the tunes this hour on Catching A Wave! We spin the Wheel Of Fun, Fun, Fun to hear 3 randomly selected covers of The Beach Boys (including one from Jakob Dylan with Neil Young!). Speaking of The Beach Boys, Beth Riley plays a deep track from them on her Surf's Up: Beth's Beach Boys Break! We've got a tune from The Atlantics from an album celebrating it's 60th anniversary this year in our Good Time segment and as always we'll drop a coin in the Jammin' James Jukebox to hear our selection of the week! Plus, we'll spin tunes from Daikaiju, The Fuzillis, The Scimitars, Duke Robillard, Darren Mihael Boyd, Unkle Kook, Masters Of The University, Rufus Lee King & The Dream, Lords Of Atlantis, Blister Soul, EG Vines and The Guantanamos! Intro music bed: "Catch A Wave"- The Beach Boys   Darren Michael Boyd- "Racing For Pinks" Duke Robillard- "Rumble" EG Vines- "Over The Sun" The Guantanamos- "Chasing Waves" Daikaiju- "Kaiju Surf Team Rescue"   "Good Time" segment: The Atlantics 60th Anniversary of Bombora (1963) The Atlantics- "Bluebottles"   The Scimitars- "Bari Simone" Unkle Kook- "Sert Beat"   Surf's Up: Beth's Beach Boys Break: The Beach Boys- "Where I Belong" Follow "Surf's Up: Beth's Beach Boys Break" HERE   Blister Soul- "Reputation" Masters Of The University- "Batusi" Lords Of Atlantis- "Temple Of Poseidon"   Wheel Of Fun, Fun, Fun: RJ & The Riots- "Little Honda" The Woofers- "Little Deuce Coupe" Jakob Dylan with Neil Young- "I Just Wasn't Made For These Times"   Jammin' James Jukebox selection of the week: Hale & The Hushabyes- "Yes Sir, That's My Baby"   Rufus Lee King & The Dream- "Shuttle Train To Rockaway" The Fuzillis- "Tiki Max"   Outro music bed: Eddie Angel- "Deuces Wild"

This episode, with Jeff Oh, VP of Sales at DMI, is part of a series of interviews I called "Customer Conversations", where I explore the buying process of revenue leaders. Jeff explains the meticulous decision-making process they employ when selecting software vendors to integrate into their tech stack. He also emphasizes the significance of knowing the long-term strategy of your prospects when trying to win their business. Time stamp below: DMI's Value Proposition [00:00:18] Jeff explains DMI's two-sided value proposition of digital and project excellence, and the company's global team of consultants. DMI's Tech Stack [00:02:01] Jeff discusses DMI's tech stack, including Salesforce, SalesLoft, HubSpot, Bombora, and Guru, and the recent rip and replace of their old Microsoft Dynamics system. Choosing Vendors [00:07:40] Jeff talks about DMI's decision criteria for choosing vendors, including relationships, vendor reviews, and pricing, and the importance of not letting architecture decide strategy. Long-term strategy [00:10:18] Jeff O discusses the importance of building a long-term strategy for a company's growth and aligning solutions with that path. Sales approach for startups [00:16:58] Jeff O shares two successful methods for startups to approach sales: having a razor-sharp spin and challenger approach, or finding gaps in existing products and building into them. Product leaching [00:17:59] Jeff O explains how startups can find success by offering a module or solution that can sit next to a big solution and demonstrate its effectiveness. Product Leaching [00:19:05] Jeff O explains the concept of product leaching, a strategy to gain credibility within a product set by building a product that performs well against existing KPIs. Buying Process [00:21:14] Jeff O discusses the buying process for sales tools, including the use of email blasting and name aggregation, and how he reached out to his network to work things out. Effective Email Strategies [00:23:49] Jeff O shares his insights on how to stand out in the inbox, including the importance of subject lines, personalization, and humor in emails. First Call [00:27:38] Jeff O talks about the importance of making a call to engage with potential clients and how it helps him assess their subject matter expertise. Making the Case [00:30:01] Jeff O explains the process of making a case to the committee of economic buyers and how they align it with their strategic vision. Decision Criteria [00:34:47] Jeff O advises account executives to wait until they are one of the finalists before asking about the decision criteria and not to be too assumptive. Navigating the Decision Process [00:35:47] Jeff O discusses the importance of understanding the decision process and criteria, and how to navigate it effectively. Subject Line Optimization [00:38:22] Jeff O recommends using subject line optimization tools to improve open rates and avoid spam filters. Learning about New Technology [00:42:00] Jeff O shares that he learns about new technology through podcasts and YouTube, and finds them to be valuable resources. Email response rates and intent [00:43:33] The speakers discuss how email response rates drop with spam and how intent matters when reaching out to potential buyers. Personalization and measuring intent [00:44:26] The speakers talk about how they use personalization and long-term education campaigns to measure intent and engagement. Wolverine and reaching out to Jeff O [00:46:16] Jeff O talks about how the wolverine is the perfect animal to represent new business buyers and gives out his phone number for people to reach out to him.

In this episode of the Revenue Insights Podcast, host Guy Rubin is joined by Jeff Marcoux, CMO at Bombora, a company that uses intent data services with a primary focus on assisting in understanding what businesses are actively researching, empowering them to take strategic actions in sales, marketing, and other related initiatives. In this episode, we tackle how to improve your team's efficiency in strategy, time, and energy across deals that are on track as a marketing or operations leader. We go over the significance of efficient metrics like conversion rates and pipeline velocity for optimizing marketing operations, the marketing approaches used by 29% of top performers who consistently meet their quotas, as well as predictive and actionable strategies that align with sales objectives, identifying successful deal patterns to inform your future strategies. Jeff is an expert in marketing and is dedicated to helping organizations achieve their revenue targets. Driven by a passion for challenging the status quo, he's always at the forefront of innovation, actively seeking opportunities for collaboration and alignment with sales and product teams! Jeff's natural inclination as a builder enables him to architect solutions that fill the sales funnel, accelerate the pipeline, and increase win rates.

In this episode of The Next CMO podcast, we speak to Natalie Cunningham, the CMO of Terminus, the leading account centric platform for revenue growth.Terminus is the leading account centric platform for revenue growth. Our mission is to empower go-to-market teams to drive revenue impact for a sustainable growth advantage.About Prospect Engine: Today launches Prospect Engine, a new data solution to uncover previously unknown, high-quality accounts and contacts showing in-market buying signals. Launched together with Bombora, the leader in B2B Intent data, Terminus now offers powerful data to the entire go-to-market (GTM) team coupled with best-in-breed advertising and the most native engagement channels available.TPE page: https://terminus.com/prospect-engine/ (also linked above)Learn more about Natalie CunninghamLearn more about TerminusFollow Peter Mahoney on Twitter and LinkedInLearn more about PlannuhJoin The Next CMO CommunityRecommend a guest for The Next CMO podcastProduced by PodForte

1. Lindja - Ineni 2. Erdi Irmak - Mirage 3. Oësha - Bombora 4. Paradoks - Levitate 5. Madomo Planet - Blue Moon - DIALEKT TRACK OF THE WEEK 6. Kamilo Sanclemente - Elixir (GMJ Remix) 7. Henri & Eilo - Forever 8. Estiva - Via Infinita 9. Eugene Becker - Flashing Lights 10. Emmit Fenn - Amman (Nils Hoffmann Remix) 11. Trentemoller - Take Me Into Your Skin - CLASSIC OF THE WEEK

** Are you a Martech Enthusiast? Subscribe to our 2-weekly newsletter at clubmartech.com ** Marketing is getting more and more complex; just look at all the tooling, data, and content options that are available to you. Each field requires its own specialist. So, why is there a need for generalists? That's what you'll learn in this episode. In this episode, Elias has a chat with Nirosha Methananda, an experienced B2B marketing professional that has worked with martech companies like Bombora and Influ2. Topics we discuss: Why is there a need for generalist marketers? What do they do? What's the ideal profile for a generalist? LinkedIn Nirosha Methananda: https://www.linkedin.com/in/nirosham/  ** Are you a Martech Enthusiast? Subscribe to our 2-weekly newsletter at clubmartech.com ** The Marketing Technology Podcast is brought to you by Marketing Guys, the #1 Martech agency in Europe. If you want to be on this podcast or would like to know more about Marketing Technology, visit our website at marketingguys.com or contact Elias Crum at e.crum@marketingguys.nl

Shahin chats with Nirosha Methananda, VP of Marketing at Influ2, about her experience in growing a marketing function from one person to a full team of 20 people.  Driven by a strong urge to Always Be Learning (ABL), Nirosha is a proud marketing generalist. With a career spanning close to 15-years, across many marketing disciplines and industries, she's currently the VP of Marketing at Influ2. Prior to this, Nirosha was responsible for creating Bombora's distinctive brand and establishing it as the leading global provider of B2B Intent data. She also led marketing for PwC Australia's Tech Consulting practice, dabbled in PR and journalism at Power Retail and gained an interest in digital and data at Experian Hitwise.  The episode covers: The actions to take as a first marketing hireThe common mistakesAdvice for those in a startupThe importance of self-advocacy Resources mentioned in this episode: Bob HoffmanKatie Martell _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

You don't know what you don't know. So a multinational enterprise approached Bombora to help them find and fill the gaps in their buyer's journey they even know they had. In this special podcast episode of The Intent Data Exchange, Marc Johnson and J.P. Joyce of Bombora chat about a B2B enterprise's journey to enrich their first-party data and better understand how Intent data can be used throughout the customer journey, not just in sales and marketing.

In this special podcast episode of The Intent Data Exchange, Marc Johnson and Lauren Davis of Bombora chat about a global management consulting firm's journey to implement Intent data and the strategic moves that came into play to position this customer for a cookieless future.

Every new year, leaders look for ways to improve processes, innovate product experiences, and inspire their teams. How can you be the leader your team really needs? This latest podcast episode has some insight. In this podcast episode of The Intent Data Exchange, Mike Burton, VP of data sales and co-founder of Bombora chats with Rich Eldh, co-founder & managing director at Sirius Decisions, now Forrester. Rich discusses his interesting career journey — from a salmon canning company in Alaska to being the founder of SiriusDecisions, a B2B research and advisory firm, before its acquisition by Forrester. Check out this podcast episode to hear key his learnings along the way and the moves leaders should consider to build a collaborative, resilient team.

The secret to helping your sales team achieve more revenue? Teamwork. In this special podcast episode of The Intent Data Exchange, Marc Johnson and Dale Scoggin of Bombora chat about a payment card provider's journey to implement Intent data and the collaborative effort to partner with this Bombora customer. Sure you've heard numerous teamwork tips before, but Dale discovered this enterprise sales opportunity within his first weeks of onboarding at Bombora and unexpectedly closed the sale shortly after with the help of numerous cross-functional team members. He shares practical and tangible advice for B2B personal selling, the Bombora integrations that make it easy for this customer to see what their prospects are in-market for, and the dream team that makes it all happen. Listen to this podcast episode to hear practical and tangible advice for B2B personal selling and the Bombora integrations that make it easy for this customer to see what their prospects are in-market for.

In this special podcast episode, McKenzie Farquharson , enterprise customer success manager at Bombora, joined Marc Johnson, COO at Bombora, to share her experience implementing Intent data for a network and system management software customer. McKenzie gets into the nitty gritty and shares: How the Bombora team worked with the customer's marketing and marketing operations team to implement the Intent data in 6sense The analysis of a list of topics and closed won accounts to understand the buyer's journey of each product

Is there a wrong or right way to do ABM? Hillary Carpio, Director of ABM at Snowflake, dishes some ABM adoption tips in this episode of The Intent Data Exchange with Mike Burton, VP of data sales and Bombora co-founder. In addition to hearing the story of her career path, you'll hear Hillary's formula for aligning marketing with SDRs and Snowflake's plans for scalable and consistent growth.

After several CMO and business leadership roles, Scott Vaughan is an active advisor and consultant working with CMO, CXOs, founders, and the like. Listen to this episode of The Intent Data Exchange to hear Mike Burton, VP of data sales and Bombora co-founder, chat with Scott about his experience executing growth, revenue, and go-to-market (GTM) strategies for top tech businesses. In addition to hearing the stories of his career path, you'll hear: Key elements of a truly unified GTM strategy (and the characteristics of a bad one) Why a GTM strategy is not a sales or marketing responsibility Where common internal B2B disconnects are

In today's recap episode, we revisit guests from season 2, including Meg Ugenti, Corporate Director of Marketing at FocusUSA; Dale Durett, VP of Partnerships at Bombora; and Chip Russo, President, CRO at Truthset

In this ABM Done Right Podcast, Kristina Jaramillo (President of Personal ABM) shares why you should not focus just on in-market accounts. This is something that the intent data platforms like 6sense, Bombora and others do not want me to talk about. In fact, in her book, “No Forms, No Spam, No Cold Calls – The Next Generation of Account-Based Sales and Marketing”, Latane Conant tells GTM teams to wait until there's intent. On page 14, she writes: “Target accounts are essentially living under a rock. They're not actively researching products and solutions and they're showing no signs of intent. How to connect with accounts in the target state: Don't. There's no reason to waste any resources that aren't even poking their heads out from under the rock.” On page 18, she writes how the target stage should get zero dollars or effort.Listen to the podcast  to see why Latane Conant and others that are just focusing on in-market accounts are wrong.

Many of the GTM teams we talk to are already using ABM platforms like Demandbase and Terminus, predictive analytics platforms like 6sense and intent data tech like Bombora. They are driving the top-of-the-funnel and increasing pipeline KPIs. But, the common thread we're seeing across the different companies in different industries is that they are challenged to drive stage progression even though the accounts they are now targeting are in-market and are in their ICP. There is a huge discrepancy between the pipeline revenue and actual revenue. In many cases, when deals are signed, the deal sizes are less than desired.What's going on? That's what Kristina  Jaramillo covers on this ABM Done Right Podcast and video.  

In February 2021, marketing software company HubSpot bought popular business newsletter The Hustle. Jordan DiPietro, a veteran of The Motley Fool, joined HubSpot to run The Hustle just after the acquisition, after having spent time advising the company. The Hustle now claims 2 million subscribers to its daily email, which gives a meme-friendly dive into business news topics. DiPietro said being part of the marketing operation of a brand helps The Hustle take the long view. “Being in the publishing game, when you're focused on ad dollars, that is a grind. The Hustle had [subscription service] Trends and, and certainly our plan was to accelerate the growth of Trends, but still a lot of our revenue came from advertising and that's just a different beast. Once it was acquired by HubSpot, the pressure to sell external ads was off, but instead to focus on being our own media buyer was attractive, especially knowing the business model behind HubSpot and the capital and the resources that HubSpot had.” Thanks to Bombora for supporting The Rebooting and sponsoring this episode.

Around 70% of B2B technology vendors now use intent data for prospecting, and a bevy of companies now promise to harvest that information and transform it into viable insights for enterprise GTM teams. Intent data solutions from market leaders like Bombora, Intentsify, Leadsift and others have allowed marketing teams to rapidly evolve their ABM programs from mass ‘spray and pray' tactics, to more targeted, personalized outreach campaigns.  While sales and marketing teams have used intent data to focus and accelerate their prospecting efforts, many of these organizations still struggle to get the most out of their intent data investments. If the intent data is identifying in-market accounts, why aren't all organizations using intent data for outbound efforts seeing huge jumps in responses? Why are at least 45% of organizations as reported by DemandScience challenged with converting intent leads to actual revenue? Why does DemandScience's study also show that 77% of organizations using intent data experience intent data anxiety and feel overwhelmed using intent data to capture high-intent, high quality leads?Kristina Jaramillo, President of Personal ABM shares the challenges that companies have with Bombora, Intentsify, DemandScience and other intent data providers. 

Previously,  Kristina Jaramillo (President of Personal ABM and host of the ABM Done Right Podcast) shared the intent data challenges that GTM teams face including the fact that most intent data is siloed making it meaningless, most of the intent that is shown is not from decision makers and influencers, intent data is not predictive, teams usually lack an intent data strategy and GTM teams are not aligned on what intent data is and how to use it. So what should GTM teams do differently to overcome intent data challenges? Listen to the podcast below to find out.

This episode is from a live "Marketing Sells" Q&A session hosted by the team at Clearbit focused on questions about aligning sales and marketing teams featuring Dave, Colin White (Head of Demand Gen., Clearbit), Tara Robertson (Sr. Manager, Demand Gen., Chilipiper) and Matt Ferriss (Sr. Director, Enterprise Sales, Bombora). This conversation these questions below: How can you get buy-in from leadership to be closer aligned to revenue metrics? (Pipeline, Revenue etc) During planning season (quarterly/yearly), how closely should marketing/sales work together to get to the number? What cadence is ideal for Sales and Marketing teams to meet? Best way to deliver feedback between Sales and Marketing? Top tips on creating great salesmarketing alignment? What are the top marketing materials/documentation that Sales teams actually care about? How should marketing teams contribute to cold outbound efforts? What do the best sales reps do before and after every meeting? How can marketing help? What strategies and tactics can Marketing & Sales use together targeting Enterprise accounts? Work in B2B marketing? Join 3,000 marketing pros in the private Exit Five community at exitfive.comThis episode is brought to you by Demandwell: https://www.demandwell.com/Demandwell is the best SEO solution for B2B SaaS marketers. They've helped customers like Lessonly drive 40% of their revenue from organic search. And they helped Terminus's make organic search their number one source of demosHere's how it works: Results: Demandwell is built for driving the outcomes that b2b marketers care about - demand, traffic, leads, and revenue.  Ease and control: Junior team members can follow recommended steps in the platform, while experts can customize and maintain full control over their work.  Speed: With everything in one platform, Demandwell helps you crank out content that ranks and drives leads in minutes rather than hours.  SEO expert or not, you should give Demandwell a try, and listeners of the Exit Five podcast can get a free competitive SEO Audit to see how you're ranking relative to your competitorsGo to demandwell.com/fomo to get your free SEO consultation today.

This episode of Rise of Rev Ops features an interview with Matt Buren, VP of Sales and CX Operations at Bombora, the leading provider of intent data for B2B sales and marketing. Matt Buren is an experienced SaaS revenue operations & sales development leader. Before his promotion to Vice President of Sales and CX Operations in May, he was the Sr Director of GTM Operations. Prior to Bombora, he worked in sales and revenue growth at SheerID.On this episode, Matt talks about why you should do everything you can to avoid department silos, the importance of being prescriptive rather than reactive, and his secret sauce for success in RevOps.—Guest QuoteIt's not about reporting line. It's not about title. It's how do sales and marketing need to interact? And how can we improve those processes? The data management and hygiene processes and tools, like outreach. Maybe that's not somewhere where marketing lives, but we can be taking some of our marketing strategy and building it into those tools to help that alignment between sales and marketing. - Matt Buren—Time Stamps *(01:20) Meet Matt Buren*(01:50) What is Bombora?*(03:18) How Bombora's RevOps team is different*(04:38) Sean's first 90 days in the role*(06:00) Segment 1: RevObstacles*(6:21) How Matt aligns his team*(11:10) Matt's advice on avoiding miscommunication*(12:58) Segment 2: The Tool Shed*(14:42) Matt's favorite Metrics*(26:24) Matt's Spreadsheet Tips*(27:47) Tools Matt can't live without*(30:58) Segment 3: Quick Hits*(33:03) The Biggest RevOp Misconception*(33:57) Some Final Advice from Matt—Sponsor:Rise of RevOps is brought to you by Qualified. Qualified's Pipeline Cloud is the future of pipeline generation for revenue teams that use Salesforce. Learn more about the Pipeline Cloud on Qualified.com. —Links Connect with Matt Buren on LinkedInConnect with Ian Faison on LinkedinCheck out the Bombora WebsiteCheck out the Qualified Website

Join host Adam Michalski as he interviews Mike Burton, Co-Founder & SVP Data Sales at Bombora. They discuss how Partnerships helped Bomboras build their business.Topics Covered:Mike's Journey to PartnershipsHow to Structure PartnershipsPartner KPIs & Tracking SuccessRevenue-side RecommendationsPartner with Bombora:Mike's TwitterCareersWhat is intent data?Charles Crnoevich (Vice President - Partnerships & BD at Bombora)Sponsors:Partnership LeadersPartneredSubscribe at www.partneredpodcast.com.Interested in joining the podcast? Reach out to hello@partnered.com.

Technology is enabling a lot of sales and marketing departments to reach a wider audience, but in doing so, creates a lot of digital pollution to cut through. In this introductory episode, we speak with Co-Founder of Bombora and host of Intent Data Exchange, Mike Burton, who shares what we can expect from the show and the reason for its creation. Join us as we discuss: The industry's biggest challenge Who Bombora is making the podcast for Types of conversations that will be had What's unique about working in the intent data space You can find this interview and many more by subscribing to Intent Data Exchange on Apple Podcasts, on Spotify, or here. Listening on a desktop & can't see the links? Just search for Intent Data Exchange in your favorite podcast player.

As the Australian Summer of 2021-22 closes out, we wrap the Australian Summer of Surf 1962-3. There's more tales to tell of Surf Music Australia - in the future. Of course, the highlight of this episode is the fondly-remembered debut 45 from Little Pattie; now recognised by the NFSA as a "Sound of Australia"! We'll hear surf music offerings from two performers who, up to this point, had stayed on the songwriting side of Surf; Johnny Devlin & Jay Justin. The Atlantics' follow-up to Bombora, The Crusher, charts. And we hear a Barry Gibb 'Surf' composition; Surfer Boy for Noeleen Batley. And there's certainly more! Enjoy.

Meet Mandy Thompson, co-founder and CEO of Digital Reach Online Solutions, a full-service digital agency offering holistic solutions focusing on integrations and automations.In this episode, you'll hear about a SaaS case study where they combined ABM with intent data and a HubSpot integration to boost demo bookings by 1,800% and SQLs by 500%. Lots of gems about demand generation await. Enjoy!Notes- 01:40 Helping Clients Succeed at Scale With Holistic Integrations- 02:35 Building Demand With Three Wildly Different Use Cases- 05:45 Shifting the Audiences and the Intent- 07:00 Building Three Funnels- 12:35 Bombora's Surge Audiences- 14:45 Companies' Intent and Buying Committees- 16:35 Deconstructing the Funnel- 19:20 Lightning Questions 

This episode is on the legendary band The Atlantics and their instrumental classic, Bombora. We speak with The Atlantics lead guitarist Jim Skaithitis. When it comes to surfing, Australia has always been at the forefront of the sport and that's no different when it comes to surf music, with Sydney band The Atlantics leading the charge. The instrumental rock craze was inspired by the UK band The Shadows – there was Shadow-wanna be bands spring up all over the globe.  The Shadows inspired a generation of up and coming musicians. Rather than kids now wanting to be Elvis, suddenly every kid wanted to be Hank Marvin and become a guitar hero. While The Atlantics were unabashed fans of The Shadows, their own original and innovative sound saw the band stand out from the rest. Over the years The Atlantics have gone onto gain their own international acclaim and are now ranked among the finest bands of the surf rock genre.

This episode is on the legendary band The Atlantics and their instrumental classic, Bombora. We speak with The Atlantics lead guitarist Jim Skaithitis. When it comes to surfing, Australia has always been at the forefront of the sport and that's no different when it comes to surf music, with Sydney band The Atlantics leading the charge. The instrumental rock craze was inspired by the UK band The Shadows – there was Shadow-wanna be bands spring up all over the globe.  The Shadows inspired a generation of up and coming musicians. Rather than kids now wanting to be Elvis, suddenly every kid wanted to be Hank Marvin and become a guitar hero. While The Atlantics were unabashed fans of The Shadows, their own original and innovative sound saw the band stand out from the rest. Over the years The Atlantics have gone onto gain their own international acclaim and are now ranked among the finest bands of the surf rock genre.    

78% of Challenger sellers feel their toughest customer objections are status quo objections. Only 22% feel customer objections to the proposed solution are harder. Status quo objections = customer resistance to changing their current approach for solving a problem. Solution objections = customer agrees they need to change their current approach but disagrees with the supplier's solution for doing so.In this episode of ABM Done Right,  Eric Gruber (CEO of Personal ABM) that is filling in for Kristina Jaramillo as host, Jennifer Allen (Chief Evangelist for Challenger) and Michael Randazzo (VP of GTM for Challenger)  reflect on how we need to change sales training, sales conversations, and marketing to beat status quo objections.Conversation #1 - How do we need to shift sales trainingJennifer Allen talks about how the lion's share of seller training is often focused on product training.Growth problem? Our reps must not understand the product well enough.Trouble scheduling meetings with the decision-maker? Our reps must not be explaining the value of our solution well enough.Losing on price? Our reps must not be showing why our product is better than the competition.All too often, we throw product training at the problem and wonder why we don't see results.You'll learn about the shifts we should make in sales training to improve win rates with key, status quo accounts.Conversation #2: The need for more account-based enablementYou'll learn how GTM teams cannot depend on a calendared, just-in-case training plan. You need to provide relevant messages, content, stories, insights, and skills to enable sellers in the flow of work for specific accounts - when they need, and we need to help GTM teams respond with speed and precision as we build situational fluency. After listening to this conversation, you will want to read our article on how sales enablement does not go far enough and the account-based enablement that's needed. Conversation 3: Changing the seller conversation You will listen to a round table discussion on the issues with the current seller conversations (social, email, and live) and why it's not helping them overcome status quo objections. You'll also learn how we should engage in a two-way conversation that helps customers understand their current approach's costs/risks of their current approach?Conversation 4: Changing the marketing conversationYou will see how everyone is fighting for the same small share of the market. The focus is on in-market accounts that are identified by platforms like 6sense and Bombora. But there's 60% of the market that is stuck in the status quo -- it's this market that can provide the larger deal sizes if we can only create the a-ha moment and a buying vision.  You'll see how you need to change your content and your marketing motions to drive engagement with these accounts.You'll also learn how to better support sales with their status quo objection conversations and how to help sales win the internal "status quo objection conversations" that sales are not privy to.After listening to these conversations, check out these additional podcasts with Challenger:How to Use Challenger to Sell and Market Your Way to a Revenue Rebound - A Conversation with Michael RandazzoWinning the Challenger Sales - Listen to Kristina Jaramillo joins Challenger's podcast to discuss how to build credibility on with key accounts

Vincent and Ajay have a chat with Dale Durrett, VP of partnerships at Bombora. Dale discuss how understanding customers and prospects can greatly help with engagement within the buying cycle. Ajay is glad that Texas weather finally feels like fall, and Vincent looks forward to hotel upgrades.

A Surfin' end to 1963 as Australian artists ride the Surf Music boom. Little Pattie's much celebrated double-sided debut 45 highlights the last few weeks of 1963. There's Surf Music from around Australia with chart hits not only coming from Sydney but also from Adelaide, Melbourne and Brisbane bands. The Atlantics hit with The Crusher, the followup to Bombora whilst in Brisbane, a band named The Pacifics hit with a double-sider. The 'old guard', Johnny O'Keefe and Dig Richards, re-enters the charts whilst we hear a debut 45 from the much-underrated Taylor Sisters. Ride the wild surf as 1963 closes out!

Mike Burton, Co-Founder & SVP Data Sales, at Bombora, a leading provider of Intent data for B2B sales and marketing teams shared a few observations surrounding the growing importance of intent data in B2B sales and marketing today: Key topics covered: Key observations surrounding the use of intent data in B2B sales and B2B marketing Why B2B sales and marketing need to bank on behavioral insights today Changing data trends in business-to-business today The future of martech and salestech

Jon Sherman & Craig Devaney chat with Misty about their brand Bombora. The importance of life jackets in water sports from paddle boarding to dogs wearing a vest. Loved having them on the show we laugh and joke but its all seriousness when it comes to safety on the water. Bombora Follow Host Misty Marcum --- Support this podcast: https://podcasters.spotify.com/pod/show/misty-marcum/support

Graham Hawkins despises the phrase “social selling” because he believes you're not selling—you're solving problems. Modern selling should include leveraging data, tools, and platforms to give the buyer the experience they expect and deserve. Organizations need to acknowledge that the buyer has changed the way they behave and sales professionals must adapt. How can you create a “wow” experience for your buyer at every touchpoint? He shares his process in this episode of Sales Reinvented!  Outline of This Episode [1:02] What's the difference between digital and social selling? [1:55] Why is digital selling so important?  [3:30] Give your buyer a “wow” at every touchpoint  [5:12] Successful sellers are specialized [7:25] Tools + techniques + strategies [11:21] Top three digital sales dos and don'ts [13:45] Sales are all about the long game Give your buyer a “wow” at every touchpoint  Graham's digital sales strategy is focused on education—solving, not selling. Brute force sales aren't necessary anymore. The buyer will never be just a number. The goal now is to educate the buyer and solve their business problems.  When you educate, you build rapport, trust, and credibility. Once you've done that, Graham recommends that you use the digital platforms and tools to get the information you need to give the buyer a delightful experience at every touchpoint. Your focus should be how you can create an enjoyable experience that's not pushy, pitching, persuading, manipulating, closing, or objection-handling.  Successful sellers are specialized In Graham's book, “The Future of the Sales Profession,” the key tenant is about specialization. Buyers expect four things from salespeople: That you do your research to understand them and their industry That the salesperson has to personalize everything to their context The buyers want to learn something from you Buyers expect that the salesperson will anticipate future needs (as well as current needs) How do you make sure you're seen as a specialist with a high level of credibility? You need to be a resource to help them solve their business problems.  Tools + techniques + strategies Graham firmly believes that anyone in sales needs to invest in LinkedIn Sales Navigator as a starting point. If you've identified your ideal customer and buyer personas, Sales Navigator can map an organization and show you who the key players are.  Tools like Bombora and 6sense can actually show you who might be looking at certain topics in real-time. Seismic and Outreach can help you facilitate the delivery of educational content. Amplify your efforts with technology.  Buyers are being bombarded by salespeople resorting to old tactics. If you're being bombarded every single day, focus on differentiation. How do you become memorable?  What are Graham's top three digital sales dos and don'ts? Listen to learn more! Sales are all about the long game Graham's largest client is Lloyd's Bank in the UK. How did he win their business? Graham had engaged with Rob Michael from Aon on LinkedIn which led to him leading a workshop at Aon. He took a selfie with the group at the end and shared it on LinkedIn. He's not afraid to show the world what he does. Plus, those photos usually get engagement. One of Rob's friends who worked at Lloyds Bank (Wayne) liked the photo So Graham sent a connection request to Wayne. He initiated the engagement and Wayne responded by asking to hear more about what Graham does. That's how their conversation got started. He built credibility over 3+ months by tagging him in posts and sharing value. Eventually, Wayne reached out to connect with him in London.  After 2.5 years of working with them, Lloyd's announced a new CEO. Graham reached out to him immediately and introduced himself and shared that he'd worked with them for a couple of years. The next day, the CEO looked at his profile and accepted Graham's invitation. The moral of the story? Sales are all about the long game.  Resources & People Mentioned The Speed of Trust by Stephen Covey Rob Michael Sales Navigator Bombora 6sense Seismic Outreach Connect with Graham Hawkins The Future of the Sales Profession Connect on LinkedIn Follow on Twitter  Connect With Paul Watts  LinkedIn Twitter  Subscribe to SALES REINVENTED Audio Production and Show notes by PODCAST FAST TRACK https://www.podcastfasttrack.com

Sinking time and money into outdated sales techniques is why so many organizations are struggling to increase their results.  That's why the question should shift to focus on how to implement the most cutting-edge sales tools to identify prospects faster and nurture deeper relationships. My guest in this episode of The Modern Selling Podcast is a tech-savvy sales leader who has his finger on the pulse of modern sales in the digital age. Make sure to tune into my in-depth conversation with the one and only Michael Labate to get a digital front row seat to the incredible social selling tools, strategies, and insights he's using to 3x the sales conversations of his team. Michael Labate, North American President of Intellias has a remarkable career spanning over two decades in various industries including Technology, Banking, and Sales & Marketing, serving midsize and large enterprise clients.  Combining his extensive business background with his Executive MBA from Northwestern University's Kellogg School of Management, Michael was instrumental at SAP, and, now Intellias, in establishing profitable revenue-enabling and revenue-generating business activities across regions with a focus on digital sales strategy, innovation, go-to-market, and operational excellence. The incredible insights Michael shares in this episode are exactly what sales leaders need to quickly gain an insider's advantage to master the art of social selling. Download this episode so you can hear how mastering social selling can land sales teams 100% better leads for 50% of the cost. How to adapt to remote selling the right way. The pandemic has changed how sales leaders are approaching customer touchpoints, for the first time in some organizations.  So, I was curious to know what Michael has seen emerging in this space and what Intellias, a global enterprise, has done to adapt to remote selling. Michael shares, “If the pandemic did anything, it accelerated what I call social selling – it's broader than just social – it also includes the social tools and technologies behind doing this… For Intellias, it was a major adaptation we had to make. There was some of this in place, but never implemented in the North American market.” Even for sales teams with large technology budgets, it can be challenging to make that shift to more social-driven outreach in the current virtual selling world. Plus, without the right digital transformation training, many sales leaders have a host of remote sales tools and strategies but lack the clear vision to know how to execute. Michael encountered a similar challenge with moving Intellias into leveraging social selling. He solved that with mandatory sales leadership training, like the courses we offer here at Vengreso, for example, our Modern Sales Mastery program. “We had to establish baselines to see how well we were actually doing. We noticed very quickly, with doing online engagement, that being proactive and moving the conversation from email or phone call to social platforms that we started seeing a significant uplift in our results. But, we had to invest in training first.” Tune into the full episode to hear what Michael recommends that sales leaders and executives do before making the remote selling leap. Does remote selling work for every customer segment? At Vengreso, we always promote hyper-personalization in sales – no matter the client, like we do following our PVC sales methodology. And, I was curious to hear Michael's approach and if he saw Intellias moving back toward using more traditional sales methods, at some point in the future. His answer is exactly why selecting the right sales strategy for your customer segments is so important. “We have both SMB and enterprise clients. On the SMB side, social selling drives these important interactions, especially since we are doing a lot of cross-border outreach. But, on the enterprise side, the initial outreach is not happening on LinkedIn, it's happening very differently…” Listen to the episode (particularly around the 15-minute mark) to hear Michael's actionable advice on how to approach enterprise prospects in the digital age to consistently nail sales meetings. What are sales leaders really missing? Sales data proves that the fastest way to get into someone's office is not through a cold call or a cold email, but rather through a referral. Yet, despite 60% of referrals resulting in a sales conversation, it always amazes me how many sales leaders don't start an outbound cadence with the referral. This is such an important sales tool that so many teams aren't using that could powerfully move the needle on their company's growth. At Vengreso, our longest article is about prospecting and it outlines why the first step of any outbound cadence must be securing a digital referral.  After all, why go after new business with cold outreach, when you can easily tap into the network you have at your fingertips? I wanted to pick Michael's brain and see what he believed was holding sales leaders back from using the power of referral. His insight was very telling, “When I ask sales leaders this same question, I often hear that it takes time to try to find that referral… sales executives are up against quota, so they'd rather ‘spray and pray' because they think it's easier or faster.” That's why Michael highly recommends that sales leaders take a very unique approach to get better sales referrals.  Check out the episode to hear the strategy Michael uses to get more quality referrals – in less time. How do you win the cold outreach game? I knew if anyone could answer this question, it would be Michael. In our conversation, I asked him to share some of the data he's collected within a global sales engine that points to what's really working in cold outreach. Because I'm always surprised when I speak to experienced sales leadershow much emphasis they place on the number of dials they can make in a day. That's not what we consider modern selling at Vengreso.  Instead, we focus on targeting specific accounts, with varied buyer personas and using that to make hyper-personalized outreach to a highly selective group. The data Michael shares validates that point too, “We tracked the likelihood that an outreach method would produce a strong lead over an entire year. The data says it all. Our cold calls had a 0.15% success rate, generic automated emails bumped up to 0.3%, highly personalized emails jumped up to 1% success rate, but LinkedIn was closer to 2.5-3%!” This new discussion around social selling is so powerful and immediately relevant for ALL sales leaders. We dive deeper into conquering cold outreach on LinkedIn throughout this entire episode. So, make sure to tune in to hear Michael's approach to social selling and how you can use it to consistently book more sales meetings. What's the modern selling wave of the future? Almost by accident, Michael shared this powerful statistic, “This method was 50% cheaper but it  produced 100% more inbound responses.” So, naturally, I had to know what he was referencing. Michael calls it intent- or signal-based outreach and according to his results, it is THE best way to win the remote selling game. His approach to intent-based outreach follows five key steps: Identify a source to provide intent-based data. Look for trends in who is searching on key parameters. Based on the data, put these contacts into an immediate outreach sequence. Leverage integration tools to target these audiences with specific sales messaging. Follow-up with personalized messages that speak to the pain points (that you know they have). In today's technology-driven world, it seems like a straightforward framework to follow, especially when you deploy tools like Bombora and Zoominfo. When you look closely at the sales data – intent-based outreach becomes even more of a no-brainer approach to at least try.  According to Michael, “When you use this targeted approach and reach out with messages that are hyper-personalized to people that you know have a problem that you can solve, then I've seen response rates shoot up another 1-2%.”  But, this is just the tip of the social selling iceberg. Listen to the entire episode to hear Michael's top 10 must-have sales tools that he's used to quickly expand Intelllias into North America and beyond – using powerful social selling.  If you get anything out of this episode, the 10 minutes on this topic alone is well worth the listen!

The Winter/Early Spring of 1963 is dominated by one sound; Bombora! The Atlantics' mega-hit dominates this quarter and indeed the rest of the year, it lasted a massive 26 weeks in the charts. Sadly as I publish this episode, I relate the sad news of the passing of Atlantics' drummer, Peter Hood on 22 September 2021. When you listen to Bombora, you can't miss the pounding drum beat that underpins the epic sound. Vale Peter Hood. There's a good deal of other instrumental magic in this episode, including Rob E.G.'s, 55 Days at Peking and The Denvermen's Avalon Stomp. The Bee Gees' 2nd 45, Timber, makes the chart as does The De Kroo Brothers' biggest hit, (And Her Name Is) Scarlet. And Frank Ifield's chart run continues with Waltzing Matilda! Frank's version really swings! Enjoy!

In this episode of the Legal Marketing 2.0 Podcast Guy is joined by Ryan Klekas, Ryan Klekas is the Director of Partnerships at Bombora. Ryan works with Bombora's strategic partners to ensure both they and their clients clearly understand how to use and achieve success with Bombora's industry leading targeting intent data. The focus of Ryan's and Guy's discussion is on the power of Bombora's intent data, why intent data is becoming more relevant, and how law firms can strategically leverage intent data for their marketing efforts.

Mike Burton, Co-Founder & SVP of Sales Data at Bombora, joins our host, Camela Thompson, in this episode of the Revenue Marketing Report. Mike shares best practices for incorporating intent into your go-to-market strategy and innovative use cases for intent data.

On today's show Jayden and Dan compete for a Golden Ticket and Sharyn hunts for BOMBORA.... See omnystudio.com/listener for privacy information.

Bombora is the leading provider of B2B intent data and Marc Johnson has spent decades building and scaling data businesses that service marketers and agencies.  We couldn't think of a better person to cover this incredibly important topic of intent data in marketing.During our conversation, we talk about several of the key applications of intent data, including sales targeting and prioritization, research (including understanding your ideal customer profile), customer churn prediction, and much more.Some helpful links from the show:More about Bombora: https://bombora.com/Bombora and MediaPost data:  https://bombora.com/intent-data-topic-trends-mediapost/ More about Marc Johnson:  https://www.linkedin.com/in/marcpauljohnson/ More about Plannuh: https://www.plannuh.com/ 

In this episode of Talk Ya Book, we're joined by Co-CIO and Portfolio Manager at Bombora Group, Gregg Taylor. Gregg has over two decades of experience in listed equity markets, helping Bombora's Special Investment Growth Fund achieve 28.3% compounded return since inception. We get to hear more about one of his favourite stocks in the small cap space, the recently listed platform company, Bike Exchange (ASX: BEX). Proudly presented by Spirit Technology Solutions. See omnystudio.com/listener for privacy information.

On today's episode we speak with Kate Athmer. Kate is the Vice President of Growth at Bombora. She is constantly looking for optimizations, testing new strategies, and finding ways to help customers extract more value from their investments in intent data - and beyond. Kate is also the author of Amazon best-selling “Millennial Reboot” - a book designed to help the go-getters of her generation overcome Millennial stereotypes and lead businesses through the digital revolution. Here are a few of the topics we'll discuss on this episode of Long Story Short:  What B2B marketing should be copying from B2C The advantages of being a target of your own marketing How to balance the need for attribution without turning it into a game of claiming credit Ensuring that you are mindful of the teams necessary to support the effort of sales What the impact has been to the need from a B2B perspective for intent data with Bombora Kate's best performing channels when it comes to generating meetings for sales Resources:The HustleMorning BrewMarketing Brew Connect with Kate Athmer:LinkedInTwitterMillennial Reboot Connecting with the hosts:Jeff Sirkin on LinkedInSophia Gordon on LinkedInWe want to make our podcast an engaging story for YOU - this means we want your feedback! Click here to answer some questions about your listening experience.

Data has always been a tool in the growth/marketing toolkit. In the last few years, intent data has become a more and more popular set of information to leverage to drive better results. In this episode, Matt chats with Kate Athmer, VP of Growth at Bombora, about how teams should think about intent data, mistakes she often sees, and other tips and tricks on how to leverage it.Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Matt Bilotti on Twitter at @MattBilotti and @DriftPodcasts

In this episode the Rethink Energy Team discusses the British Government's ongoing promotion of expensive gas and nuclear power, Bombora's wave energy proposal which would be integrated with floating offshore wind projects, how Q1 EV sales figures from China and Europe vindicate Rethink Energy forecasts, and China's large CSP pipeline.

Inside this Stop the Sales Drop Podcast episode, Eric Gruber (CEO of Personal ABM), David Crane (VP of Marketing at Intentsify), and Eric Belcher (Head of Sales at Intentsify) discuss the biggest challenge that 2/3 of organizations have after investing in Bombora, 6Sense, and other intent data platforms. This challenge is... how we can activate and leverage the data to connect with tier 1, in-market accounts -- and close them.The conversation starts off with the data that you should be paying attention to. For example, the Intentsify platform gets 50+ billion intent signals per month and 4.2M identified in-market accounts per month. So there's lots of intent data for sales and marketing leaders to act on. You will learn how all intent data should not be treated equally, what we should be acting on and how we should be selecting in-market accounts to target.The conversation then moves to... how, where, and why intent data falls short of expectations - and how intent data is your springboard. You'll learn how sales and marketing teams ineffectively using intent data and how we can make the data more actionable. After you listen to the podcast above, please sign up for our "Reboot Friday" panel series. David Crane and Eric Belcher will be participating in an upcoming panel that is focused on rebooting how sales and marketing teams use intent data.

In this episode, Erik Matlick talks about demystifying intent. He defines the ICP and why ICP remains a big challenge. Erik says why intent is important for the ICP and how Intent signal can help strategic scenarios. He also adds different flavors of intent and says how best to activate the data. Contact Erik Matlick | Follow us on LinkedIn.

On this Stop the Sales Drop Podcast episode, Liston Witherill (Founder of Serve, Don't Sell and Host of the Modern Sales Podcast) joined Kristina Jaramillo for a 40-minute conversation on how to reboot your sales and account management process. Listen to this podcast to learn:Where gaps lie in current sales processes and how it's leading to misalignment with customers during the buying process and after the close. How current sales and account management processes are leading to higher churn. Liston's serve, don't sell process that will uniquely fill your gaps and enable you to sell the way buyers want to buy. The latest science behind how buyers want to make decisions.Value-based selling techniques that drive customer acquisition, customer retention, and customer expansion.If you like this podcast, you'll want to register for our Reboot Friday series where Jessica Fewless (Former VP at DemandBase), Jocelyn Brown (SVP Customers at Allocadia), Brian Dudley (VP, Customer Success at Bombora), and Alex Raymond (CEO at Kapta) will discuss the shifts that are helping their firms retain and expand more accounts. Register at: http://stopthesalesdrop.com/fridayreboot

Alex is an expert at helping businesses to adapt to ‘Selling in the 21st Century'. Host of a Podcast called 'Death of a Salesman'  Professional Services Lead – DLA  Alex, is a social selling heavy hitter, a technology early adopter, as well as being a well respected LinkedIn wizard.  In this show, Alex covers off the tech-tools he is using, things like Lately.com, TikTok, Sprout, Shield, Intrahive, Bombora, and quite a few more.  We also talk about why current B2C Ecommerce strategies, including intent data, are going to shape our B2B sales approaches in the next coming years.  Other things you'll enjoy here will be the classic "In sales there is no shortcut" & Why LinkedIn is the best lead gen tool on earth, so, you should stop complaining and just pay for Sales Navigator, now.   Alex Low https://www.linkedin.com/in/alexanderlow/  Bombora  http://bit.ly/2kS7Ik7-dlaignite  Answer the public https://answerthepublic.com/  Lately  https://www.trylately.com/how-lately-works  Mark McInneshttps://www.linkedin.com/in/mark-mcinnes/Mark McInnes - Sales Trainingwww.Markmc.cowww.Bonjoro.com Coupon – BOSS20Tactical Pipeline Growthwww.markmc.co/tpg 

Vince Beese (Head of Enterprise for Kustomer.com and Founder of The Revenue Exchange) recently joined Kristina Jaramillo for a Sales Reboot LinkedIn Live and Stop the Sales Drop Podcast. In this episode, we discussed:1. The shifts Vince made when he joined Kustomer which allowed the team to get more customers like Ring.2. How and why selling to enterprise is different from selling to SMBs.3. Why sales does not sell to the values of enterprise buyers – and the support sales needs from marketing.4. How Kustomer differentiated their selling conversations from the competition that continues to focus on “pain points” in response to pre-defined needs.5. How Kustomer.com is applying the challenger and a concept called “red zone selling” to win with status quo enterprises.After you listen to this podcast, sign up for our Reboot Friday panel series where you’ll learn about the shifts that VanillaSoft, Allocadia, G2, Bigtincan, PandaDoc, Clari, Bombora, and other organizations are making to drive strong sales and marketing performance in 2021.Learn more about it at https://stopthesalesdrop.com/fridayreboot/

How do you keep track of numerous marketing ideas, and decide which ones to implement? Our guest today is Kacper Staniul, growth marketer and maker of Scrapbook. You’ll hear the story behind Kacper’s collection of growth tactics, his lead generation tips, competitor analysis hacks, and a plethora of tool recommendations.Podcast feed: subscribe to https://feeds.simplecast.com/4MvgQ73R in your favorite podcast app, and follow us on iTunes, Stitcher, or Google Play Music.Show NotesScrapbook — Kacper’s project, a database of SaaS growth ideas Airtable — a popular no-code (low-code) platformDave McClure’s Pirate Metrics: The AARRR Funnel In A Nutshell — an article by Gennaro CuofanoPredict Leads, Bombora — intelligence tools for intent dataBuiltWith — a tool for web technology profilingUserlist — Jane’s SaaS productProfitWell, Baremetrics, Churn Buster — popular tools that allow failed payment recoveryICE Scoring — a popular prioritization modelNotion — an all-in-one workspace toolPageflows — a collection of user flow patternsFollow Kacper on TwitterToday’s SponsorThis episode is brought to you by Webflow. It gives designers the power of code in a visual interface, allowing you to directly build whatever you have in mind — without engineers. Webflow’s whole thesis is that designers are used to learning complex visual software, but none of these tools actually output production code. Webflow takes that next step by bringing the power of HTML, CSS, and JavaScript into a visual interface. Webflow: the power of code, without writing it. Create a new account at wfl.io/clever and use promo code UXUIBREAKFAST to get 10% off any annual plan.Interested in sponsoring an episode? Learn more here.Leave a ReviewReviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes. Here’s how.

Latane Conant, Chief Market Officer of 6sense, sits down with Erik Matlick, Founder and CEO of Bombora to talk about intent data, the mission-critical piece that is taking Sales and Marketing efforts to the next level.

Episode Summary: Travis and Kevin talk with Co-Founder and SVP Data Sales at Bombora, Mike Burton, about a model used at Bombora where everybody wins, how the tools in front of you can optimize what you already have, how sales prioritization can drive success, and more. Mike Burton Short Bio: Mike has been working with AdTech startups since 2002. Currently, he is responsible for driving adoption of Bombora's offerings across email marketing, analytics, programmatic display, predictive analytics and lead scoring, and countless other applications. Mike helped build B2B's first Intent data co-operative, helping Bombora to consolidate over 9.3 billion monthly B2B behavioral interactions, fueling massive efficiencies across B2B marketing and publishing. Prior to Bombora, Burton worked with Madison Logic as Head of Platform Sales. He was also Madison Logic's first VP of Sales, helping the company in its earliest stages to grow revenue and gain a foothold in B2B's competitive lead generation space. Mike also worked at Collective, and was one of the first employees at IndustryBrains, an innovative direct marketing firm that helped shape B2B's early online migration. Episode Highlights: Asset- behavioral data from lead gen advertising and display advertising programs Through the process- realized the value in behavioral data Saw that using this data provided lift for all types of marketing Used to prioritize outbound and to accelerate leads Most SDR work is keyed off of intent data, marketing team uses it for linked in/advertising/top of funnel Things that are driving success Keep it simple, start with prioritization If intelligence jumps out, use it “There's diminishing returns in trying to extract every bit of value, but there's really strong returns in prioritization.” Freemium model- important part of mix, sometimes we wonder if we're putting our best foot forward Data in email once a week, but deep believers in automated workflow Made a decision to just be a data company, and to specialize in intent data Be the best/leader in this one thing Have to be good at integrating the data into workflow “There's challenges to being a data specialist” Not al one-stop-shop like competitors Approach for differentiating Bombora Market in three categories How are people using G2 crowd data “I think there are flaws in all data, it's just about seeing what's giving you the highest percentage shot that's meaningfully moving the needle.” The vendor sphere in general oversells “Some companies are just scared to tell customers it's actually not that complicated.” Leveraging the voice of the customer Seeing what works and what became sticky- “Our philosophy is to start with sales prioritization and then let the data expand into lots of other used cases from that platform.” How to do attribution Needed way more data “If we want this to be impactful for the market, we need lots of data from all these other companies who also have valuable data.” “A good humbleness gave him the vision to build the business.” Effectiveness of overlaying data  Rewriting the book Lots of partnerships, but no resellers Current model- Bombora embedded in other platforms, full Bombora through direct sales team “Our partners get great intent data and we get to enjoy the better economics and scalability of having a direct sales organization.” Create partnerships with people who already have the customers “Everybody wins with our model. The user gets something valuable, the partner controlling the end user gets something valuable, and the data company can still enjoy the better economics of having a direct sales team.” “There's so much cool stuff in front of our face that we aren't using yet, so I can't really think about what's next because we haven't fulfilled what we have.” “The whole market could use some time to adopt what's out there.” Alignment, orchestration, and automation “If everyone could hunker down into what's...

Considering using Intent data as part of your B2B targeting strategy?  Intent data is information collected about web users' content consumption or ‘observed behavior' that can provide insight about their interests, and from this indicate potential ‘intent' to take an action.  It's all about sending convincing messages to prospects in the market.  Bombora is the leading intent data provider out there, and thus the topic of the podcast. My guest is Kate Athmer, Sr. Director of Growth Marketing and Sales Development at Bombora. She's responsible for educating prospects on the many ways Intent data can improve the ROI of marketing and sales efforts, while guiding them toward more sustainable marketing and selling practices. It's a really compelling conversation. And I'm Paul Mosenson, the host of Fix the Convince and Founder of NuSpark Consulting, a marketing optimization consultancy for firms of all sizes and categories

What do high growth companies with savvy marketing teams do to drive traffic growth? This week on The Inbound Success Podcast, Directive Consulting founder Garrett Mehrguth shares what his team does to help companies like Allstate and Cisco boost traffic even after all of the low hanging marketing and SEO fruit has been picked. TL;DR, It all starts with product marketing, SEO and a focus on bottom of the funnel, high intent leads. Garrett shares the specific strategies his team at Directive uses to get results for their clients, as well as his advice for startups that want to do it right from the beginning. Highlights from my conversation with Garrett include: Garrett says that everything Directive does is based on the belief that your brand is more important than your website. What that means is that when someone with high purchase intent is searching online for a solution, you need to make sure you're discoverable. He says that sometimes your marketing metrics have an inverse correlation with your financial metrics, meaning that if you focus on the top of the funnel, you might generate a lot of traffic, but you won't get as many high intent leads as you would if you focus on the bottom of the funnel (which generally results in less traffic). Garrett's advice is to track CAC (cost to acquire a customer) and LTV (lifetime value) and use that to determine whether you are paying a reasonable cost per demo, opportunity or proposal -- NOT cost per lead. For many companies, the best place to focus their initial marketing efforts is on ranking on review sites. Done well, this can allow a lesser known, newer market entrant to unseat an incumbent player very quickly. You can pay review sites to conduct review generation campaigns on your behalf, and Garrett says it is absolutely worth it to spend that money. Another strategy that works well is to use LinkedIn ads for awareness raising. Garrett says that leads that come through LinkedIn are not high intent, so you shouldn't spend a lot on a cost per impression basis. Instead, he and his team "trick" LinkedIn by advertising on a cost per click basis. Not many people click the ads, so LinkedIn accelerates their placement in the feed and they get seen by a lot of people. In terms of content, Garrett believes the traditional approach to pillar content and topic clusters promoted by HubSpot is wrong. Instead, he uses that same content and creates product pages as pillars, which he then uses to link to from blogs that address bottom of the funnel topics. Garrett builds authority for product pages by guest blogging (where he can control anchor text and backlinks) and doing podcast guest interviews. He says that where its tough to get your subject matter experts to create written content, you should invest more heavily in podcast guest interviews. Garrett's advice for companies right now is to double down on online advertising. Because so many companies have shut down or pulled their online ads back, prices are down and it is easier to get found. Resources from this episode: Check out the Directive Consulting website Follow Garrett on Twitter at @gmehrguth Connect with Garrett on LinkedIn Email garrett at gmehrguth[at]directiveconsulting[dot]com Listen to the podcast to get specific strategies for combining product marketing and SEO to generate more qualified bottom of the funnel leads.   Transcript Kathleen Booth (Host): Welcome back to the Inbound Success Podcast. I'm your host Kathleen Booth. And this week my guest is Garrett Mehrguth from Directive. Welcome Garrett. Garrett Mehrguth (Guest): Thanks for having me. Glad to be here. And yeah, excited to chat about search. Garrett and Kathleen recording this episode. Kathleen: Yeah, I love, I love getting into nerdy marketing topics, so I'm really excited about this. Before we dive in though, can you please tell my audience a little bit about yourself and your story and also Directive? About Garrett and Directive Garrett: I'd love to. I did my degree in three years in economics and I wanted to do my masters in a year. I was playing soccer. I thought I was going to go pro, be like a pro soccer player. I hurt my knee, and that kind of reset a lot of that stuff. And so I said, "Hey, you know, maybe I could try this consulting thing." I applied to Boston, Bain and McKinsey. I'm not sure about Deloitte, but kind of the big ones and instantly got this auto-response. In the application process, I knew I was doomed because you go to their portal and the university I attended was not one of the options. I was like, "They do not tell you that before they take your money." So from there I was like, "You know what? I'll just build my own agency and they'll have to acquire me." I don't know why. That's how I thought, and was just like where I went. I had no tangible skills, so there was that problem. I have this belief system that perception is reality and I knew that people perceived I knew the internet and so I figured I should learn it. So I started to try to learn how to do WordPress sites. And then I got this little shwarma shop in East LA. I was on my little moped. I had a 78 Peugeot 103. I was going around town on that thing and I essentially got the client. It was really, really small. I don't even remember because I was so bad at this point that I didn't put the amount in the contract. I still have the contract, but I don't remember the amount. It's probably like 200 bucks. I did that for 30 days, came back on the 30th day to get the check. He said come back tomorrow. The whole place was boarded up. So that was our first client. I was selling $5 social media calendars on Fiverr and I was just hustling and doing all this stuff. And then I got a hookah shop and the hookah shop asked me to build them a website and then I did that. It was okay. Looking back at, it wasn't the best website. And then he wanted to rank number one for hookah shop and all that stuff. I said, "All right, I'll try." I've never done it before. So I went online, read everything on Search Engine Land, Moz, WordStream, Search Engine Journal, teaching myself kind of SEO and PPC. I ranked him number one and all of a sudden you got all these people in a shop and it was completely dead before. I was like, "This is kind of cool." So, one of my best friends who's my roommate said, "Hey, don't go to law school. You know, come join this company with me. We'll be millionaires" or whatever he said. I was paying him $3 an hour at this point. So we kind of just started from there and now we get to work with really large enterprise accounts and mid market companies, mostly SaaS, doing SEO and PPC still. So pretty fun. Kathleen: Great. Now one of the things that I think is interesting about the perspective that you bring -- and we've had lots of people on the podcast talk about SEO and PPC,  I was interested to chat with you because you do have these bigger clients and I think there are pros and cons to that, right? The pro -- having owned an agency myself -- the pro of having big clients is they've got big budgets. They've got teams to support getting work done. They are generally very savvy. One of the -- I don't know if I would call it a con -- but the tough thing about accounts like that is very often, they've already done all of the basic things that they should be doing. They're sharp, they know their stuff, they have their act together, so being able to really show results and traction requires taking things to a much more advanced level. As I think you were saying when we first started talking, you've already squeezed most of the juice out of that orange. So how are you finding those opportunities for the last few drops? You had some interesting thoughts on that and I'm really interested to hear what you have to say and to get into that technical level of detail with you. What do top SEOs do to prevent traffic from plateauing? Garrett: Let's do it Kathleen. So first and foremost, it's such a blessing because I got lucky. Everyone gets lucky, I think, in business to get somewhere. I had no capital. I started this thing with 20 bucks. We have no debt. We have no anything, right? I think we got Allstate when I was like 23 to 25 years old. And we've had them ever since. Right? So there's little moments like that. Or, we did the global SEO for Cisco when I was 26, I think. So like, you get these little moments and they really help you. And obviously you have to deliver, right? And then you can scale that. But one of the things that I think allowed us to be successful regardless of who we were working with, whether it was a Series A startup who was trying to go to the moon, or a mid-market SaaS firm that was trying to go after the market leader, or the market leader, right? You have these kind of three groups to work with and they all need to slow down and reframe how they approach the idea of search. And that's what I think Directive is really special at, is taking a moment to say, how does your customer discover the products or services you sell, and how can we rethink our approach? So here's what we do. We have two kinds of fundamental beliefs. First and foremost, if you can eat enough humility as an SEO and say that my brand is more important than my website, you become an incredibly powerful and creative marketer. So our first fundamental belief at Directive is your brand is more important than your website. What that means tactically is that when someone searches at the bottom of the funnel and has the strongest purchase intent, you need to make sure you're discoverable. Now, the old adage was, you need your website to rank, but see something has changed in consumer behavior. I call this the Yelp and the Amazon effect. See, consumers got trained at the transactional level that even before we spend $3 on a lollipop or on a breakfast burrito, we're going to look on Yelp to see the reviews. Well, guess what? Before we buy quarter million dollar software, we definitely look at reviews. See, Google caught onto this and they started to change the types of websites that they were showing when there was bottom of funnel purchase intent for SaaS. That's G2, Capterra, Software Advice, PC Mag. It goes down for days and hours, right? There's all these review sites. Well if you search your primary keyword, let's say "ERP software", and you layer it with "top", "best" or "reviews" or "comparisons", you have purchase intent. Also your most expensive cost per click and Google ads, all the sites are review sites. That's because Microsoft Dynamics has no SEO. That's not because Oracle has no authority or content. That's because Google is choosing to show these types of websites. So if we take that fundamental approach that our brand is more important than our website, we can be hyper successful. Kathleen: Yeah, that makes sense. And I've noticed that, too, with reviews. Over the years I've spoken with some other review sites that you mentioned. They've pitched me when I've been at different places and it's really fascinating to just do those searches. And you're right, if you do it -- if you search those terms -- those are the sites that will absolutely come up first. So when you consider that you need to appear on review sites, how do you go about tackling that? Because it's not as simple as just claiming your presence and setting up your profile. You can still get lost in the sea of companies that have done that. How to leverage review sites to drive traffic Garrett: The first step we want to do is we want to take another fundamental hypothesis and understand it, which is that sometimes your marketing metrics have an inverse correlation to your financial metrics. And it becomes very, very, very dangerous for SaaS firms. So here's what I mean. Most agencies have this belief that in order to generate more MQLs for the demand gen team at a SaaS organization, they need to essentially increase the amount of keywords they rank for. They need to start going to top of funnel and they need to generate more leads. So what happens when organizations pursue what I call a "breadth approach" is they start to experience what's called in economics diminishing marginal returns. In other words, their marketing KPIs improve. So let's say you're trying to go for "top ERP software", but you just have a Google ad running. Instead of saying, "How can I show up more often when there's purchase intent?" and going with depth -- and so essentially expanding search impression share in Google ads for your primary terms that have purchase intent and then ranking on individual review sites through their cost per click models, and then evaluating all of that at a cost per demo level, not cost per lead level, and then doing financial allocation, right? That's what we do here. We focus first on demand capturing before pivoting to demand generation. So we go to the bottom of the funnel and say, "Cool. When there's purchase intent, we're going to show up as often as possible and as many places as possible before we try to show up for more terms." So this allows us to experience increasing marginal returns for our clients in the first two quarters and get buy-in. See, what most people do, is they start to go with their Gartner report and they start to leverage that, which isn't an intrinsically a bad idea. But when they start to essentially go after informational intent and go to the top of funnel, they start to lower their cost per lead, they start to increase conversion rate and they think they're winning. But if you're a savvy growth operator in SaaS, you know, like for example, I convert at 60% on lead gen ads on LinkedIn. Okay, target market giving me their information -- 60%. I get that all the way down to $17 a week. Yet that is 17 X more expensive than buying that same lead from ZoomInfo, and I have no greater purchase intent than someone essentially downloading an asset or me buying them from ZoomInfo. So now I'm paying 17 X on a cost per lead. And so that's the diminishing part where your marketing numbers look better, but your revenue doesn't increase because you have horrible CAC-LTV on top of funnel versus bottom of funnel. And so that's kind of the other approach, is putting everything through an LTV-CAC model and then focusing on bottom of funnel first. Start at the bottom of the funnel and capture high intent leads Kathleen: So let's, let's dig into that a little bit. So you talked about starting at the bottom of the funnel and going really deep to capture high intent leads for very specific terms. If I came to you and I said, "All right, let's go. I want to do that," can you walk me through what that looks like? You mentioned showing up as often as possible for that one, high intent term. Garrett: Yeah. So first we're going to do what's called category defining. So we need to find your category. One of the most difficult problems in SaaS, as most people approach it, is they want to create their own category or they exist as a subset of an existing category. You have a lot of experience in cybersecurity, correct? Kathleen: Yep. Garrett: We do a lot there as well. So like we've been working with SentinelOne for a long time and other large players in that space. Now that's endpoint protection, right? People know they need a security solution, they don't always intrinsically know they need an endpoint solution. Right? So how do you generate demand and increase MQLs if you're in a new category? Okay, so first we do what's called category definement. And what we'd like to do is not only position you in endpoint, but position you in the security software category and then do hyper product differentiation through like product naming conventions and positioning, so that your CTO or whoever that person is who's your audience, they're searching and when they go to security software, we want them to show up above the fold with your brand as endpoint protection and then essentially drive awareness from the greater category to our subset or our pain solving product. So that's kind of first step is define that category. Then we ask ourselves, are we above the fold? So on Capterra, when you land on that, do you have to scroll for a couple hours to find you? How many reviews do the top five have versus you? That gives us a review target. Then we'll help you and say, "Here's how we've seen other clients go about getting reviews and here's the strategy you could pursue." Now we have a competitive amount of reviews on all of our categories. Kathleen: Let me ask you a question about that real quick. Most of those review sites have, uh, call them packages that you can purchase where they will, you know, you give them your list of clients, they'll email them, offer them an Amazon gift card or something along those lines to get reviews. And so essentially there's a cost per acquisition model that you can use. Do you find in most cases that that's worth doing, or do you work with your clients to develop their own outreach and review generation campaigns? Garrett: That's totally worth doing. I think there's nothing more important than other people advocating for your product, especially with how consumer behavior has changed at the B2B and B2C level. So no, that's critically important. Now, what we need to be able to do here though, is we need to be able to measure everything on a cost per opportunity, cost per demo, cost per proposal -- whatever you want to call it -- level, not a cost per lead. What we've found across over 350 SaaS companies that we've worked with over the last five years is that the cost per lead between Google Ads, Capterra, G2, Software Advice, et cetera, has a really, like it's not that different, maybe 15 to 30% range between each. But then I found that third party review sites have a 230% lower cost per opportunity. And so what we do, like, we got hired a couple of years ago by a publicly traded sales compensation software company and within one quarter we increased their demos by over 300% by only pivoting budget. That's the craziest part of all this, is most people are still evaluating their demand generation at an MQL level, not at an opportunity level. And so the biggest, easiest thing you can do is go one step further and look at opportunity. And then the furthest step that we've now actually evolved to as an agency is putting all our clients in LTV-CAC models, and then looking at activation rate. So not cost per trial but trial activations, right? So how well people are going from trial to demo, or demo to close rate, and then we're evaluating channels by close rate or by trial activation rate. And when we start to do that, that's hugely powerful for for financial allocation. How can you use intent data to drive traffic and revenue? Kathleen: Yeah, that makes sense. Now one of the other questions I had as I was listening to you talk about this, you talked about intent and bottom of the funnel and a lot of those platforms that you mentioned, in addition to being able to purchase a package and drive reviews, now they're selling their own intent data. Are you also working with intent data and taking it and creating ABM or audience match campaigns around that for your clients? Garrett: Yeah, so you can do a lot of that stuff. I think we, like most people, are using that engagement data or enriching stuff with Bombora for sales dev. Right now, if you do traditional ABM with account based advertising, so let's say Radius, Terminus, DemandBase, Madison Logic, Listen Loop, I mean we use Terminus personally internally. Now the reason is, is we need to be able to do cookie-based targeting, not IP-based targeting. Because, for example, right now, if you're trying to run IP-based targeting campaigns during COVID, you're not reaching any of your audience. Kathleen: Oh, you are preaching to the choir, because the product that we sell incorporates IP obfuscation. So anybody using our products, you couldn't target them by IP. I think it's going to happen more and more, and more people are going to use tools like that. Garrett: Yeah. I think to answer your question, yes, we are doing bi-directional syncs from HubSpot, Marketo, Pardot or Salesforce into our ad platforms. But you still have a really poor match rate because people are using personal emails on social because they don't want to get fired from their company and their LinkedIn goes down. So, essentially what happens is, your match rate is really poor on social because the only one who still has firmographics after the whole Cambridge analytical debacle, -- because you've got Axiom data in Facebook and you can be really powerful there. Twitter has always been crap, but essentially GDN is terrible right now unless you're doing managed placements, you're actually going in a search engine results page and then searching keywords and then finding every site that ranks in the top five for your keyword that uses GDN and then doing targeted URL placements That works because it comes off as a native ad. But then other than LinkedIn, it's not working. But then LinkedIn fails because there's no purchase intent and the CPA is too high. And so what we're finding is the way we're doing LinkedIn is awareness, with text ads and spotlight ads. And that's actually working. But there's a lot of nuance in all that for sure. How to use LinkedIn ads to raise brand awareness Kathleen: So then you're generating awareness on LinkedIn and are you hoping effectively that that'll get somebody to go to the client's website? Then, you can retarget them on other platforms? Garrett: We're actually being a little bit humbler than that because I don't think I can control my user. And what I mean by that is, the click through rate is crap on LinkedIn. In fact, it's so bad for spotlight and text ads and we've tricked it and we've figured out a game. So we run brand campaigns for our clients and for ourselves based on what I call "clarity." It's this concept of saying what you do and who you do it for, and being humble enough to know that you have to get your message across without the click. So what we do is we actually do it on a cost per click level on LinkedIn and we're able to deliver because nobody clicks. What happens is LinkedIn accelerates our impressions and gives us a much lower CPM when I do CPC, than when I do CPM on LinkedIn. And then we personify everything. This is the biggest trick to LinkedIn. So you take your primary asset, let's say "The Ultimate Guide to Demand Generation", and then you turn it into "The VP's Guide to Demand Generation", "The CMO's Guide to Demand Generation", and "The Marketing Manager's Guide to Demand Generation." All you have to do is change the cover page and then run lead gen ads and we're converting at over 50% across the board. So there's that route. And then the awareness campaigns and the text ads and spotlight ads, you're on a CPC level and then you focus on what you do and who you do it for, and then you personify that. You put that all together and you have really, really cool awareness campaigns. And then I say, spend as much money as you're willing to never stop losing. And if you take that approach and you say, "Look, are you willing to spend $5,000 a month until you die and not know what it does for you?" Because I'll tell you right now, I can target your exact audience to perfection and deliver your message to them till you've decided you're done with this organization. "Are you okay 'wasting' five grand a month so that every person in your audience on LinkedIn knows who you are?" Yeah. The trick is to not get results. Because what happens is, people go into it thinking they'll get results and they pause before they ever could have gotten results through a brand campaign. And so when you take the other approach, it works really well. Kathleen: Yeah. That's a really interesting way to think about it. I would love to be a fly on the wall as you have those conversations with clients to be like, you know, "You're going to spend all this money and I'm not going to show you any quantifiable results from it, but you're going to have to believe that the results are there." It's like playing the long game and having faith. Garrett: Yeah. Do you believe that this is your exact persona on LinkedIn? Here's your exact title, firmographic, industry, size of account, revenue...do you believe that? Yes. Do you believe that your message is valuable enough to communicate it to them on a consistent basis? Yes. Cool. How much does your company spend on snacks? Kathleen: Give up the jelly beans and advertise on LinkedIn! Garrett: Yeah. Honestly, it's the frappuccino a day is the kind of the joke I make. What's your coffee budget? Cool. Could you spend that on this and never stop it? And it usually gets some pretty good buy-in. How to optimize your website for traffic Kathleen: That's a really interesting way to think about it. Do you do anything with your clients in terms of what they should be doing on their own site to support all of this? You talked about how it's not necessarily about everybody getting to your website, and how the brand is more important, but I would think that there are still some things they need to be doing on the site to provide supportive content and other assets that you can then use to go out and have success on these other platforms. Garrett: Yeah, that's a relative statement to shock people to think differently. It's not that your website's not important. It's that your brand truly is more important than your website. You really have to understand your brand is more important than it was. Now your website is obviously critical, so what you need to be able to do is communicate who you are and who you're for and what you do for them. We do custom landing pages here. We have a really strong conversion rate optimization team. And so all that review site stuff I'm telling you about, we're split testing two custom landing pages with messaging, calls to action and what I like to call psychological friction tests. So the biggest issue right now in all of SaaS that they could change if they listened to this, is changing their call to action. Almost universally it's "request a demo." There is nothing more psychologically friction than "request a demo." Every time I speak to an audience, and I get to speak about 30 to 40 times a year at conferences, I love to ask, who here likes to do a demo? Who here likes to have a day of demos? Nobody raises their hand. Kathleen: That's like saying, "Who here likes to sit through an hour long webinar?" Garrett: Yeah, and so when I ask them, I said, what if you did something really simple? What if you change it from request a demo to watch demo video? You still gated it. You still sent that lead to sales development or your account executives, but you are asking yourself, can I give my visitor something of equal or greater value to what they're giving me? That's the number one question with calls to action and demand generation is, am I giving someone something of greater value than they're giving me? When someone requests a demo, they fill out a form and nothing happens and it says "Someone from our team will contact you in 24 hours." You're not doing it. So what we always do, and we can take clients universally from around 2 to 3%, to over 10% conversion rates by simply doing watch demo video. And then all we do is have a form that says "Fill this out and we're going to give you a five minute demo video so that you can have a better educated sales conversation when we follow up." Close rates go up, activation goes up, sales development teams are begging for these leads because they're having product conversations, not like "who we are and these lame 30 minute intro slides" to finally get to price. It works universally, exceptionally well. So that's what we do on the website level. But when it comes to content, and I think that's kind of where you're headed with this, is like what do you do with that content engine? Are you familiar with HubSpot's pillar content approach that everybody's following? I think it's a bad approach, financially. The reason I believe it's a bad approach financially, it's due to what I was communicating earlier. HubSpot's approach is you take a really, really beautiful strong asset, and then you lead to that asset with other types of content clusters that support that and you essentially do lead generation through that asset. I say, do that same thing but with features. Here's an example. We do our own SaaS products at Directive to make sure that we're not just full of crap. Not enough people do that. We rank in the top five for all our keywords. We actually spend a ton of money on PPC and we try to actually test everything and our hypotheses on ourselves. What we're doing right now is, we have an educational product called Institute. This teaches our clients and we give to our clients free of charge because we believe that education drives adoption. As consultants, you don't need to only make recommendations, you need clients to adopt them, right? And so we need to educate them as to why. So we educate them on SEO, PPC, et cetera. We sell it to the market for $39 a month. It teaches people how we do what we do, all our templates, our approach, et cetera. We have 40 lessons. So I'm asking myself, at a $39 a month product, my CPA, my cost per lead is too high to do a ton of paid acquisition. So how can I drive organic leads from my product? So here's my strategy and I'll share with your audience because hopefully it can help them. I'm taking the top five to 10 keywords for every one of my lesson pages. So, "how to do Google ads" or "how to do keyword research for PPC", okay? So then I put "keyword research for PPC" into a keyword research tool. Now I take the top five questions people ask around that. Now I'm going to use entity tools like Clearscope or Content Harmony or something like that to really understand what I need to write here to rank. So then I write five articles all around that one lesson. Then, above the fold on all five articles, I link to that lesson and say "Want to learn how to do it with video?" and come up with an offer that resonates with where they're at in intent. In other words, they intend to learn this. That's why they're searching it. I can satisfy that intent with my product feature, AKA my lesson. And now I also create a content cluster. So all of these content pieces around this topic are internally linking back to my lesson page, which I'm trying to rank at the bottom of the funnel. And so I'm using middle and top of funnel content with lead gen assets all internally linking and with magnets essentially generating leads for my product. So instead of trying to generate informational intent leads, I'm trying to generate purchase intent leads. So their hypothesis of what they want to do with content clusters works for HubSpot. The issue is that getting someone from informational intent to purchase intent is incredibly long and most marketing people won't survive their tenure if they're only focused on driving informational intent leads. So we try to pivot everything to purchase intent. Does that make sense? Kathleen: Yeah. So it sounds like what you're saying, if I understand correctly, is basically the product page on your site effectively as the pillar. Garrett: Yup. Turning product pages into content pillars Kathleen: The same exact approach applies only you're not writing a 4,000 word guide. You're creating the product page. Garrett: Yeah. You just audit all the competitors in the industry to say, "Okay, how many words do I need on my product page to rank? How many internal links do I need? How many referring domains do I need?" And then you say, "Cool, now I'm going to create the entity, the topical understanding to Google that we're the best answer to the questions people have related to the product we sell." And then when you do that whole approach, you're amazing at what you can do when driving MQLs and demos at the bottom of funnel. What should your SEO strategy look like if you're just getting started? Kathleen: So one of the things we talked about when when you and I first chatted about this was that, you work with a lot of big companies and they're coming to you and saying, "We're already doing a lot right. How can you take us to the next level?" But then there is this other school of thought that, if you have, let's say a startup or a new company or a company launching a new product, they have this opportunity to do it right from the beginning -- to greenfield it. Paint a picture for me of what that looks like. You're starting a new company and you want to really ace it out of the gates. Garrett: First and foremost, I'm going to look at all the review sites and ask myself how many reviews I need to be perceived as a market leader. It's the coolest thing in the world, right? Because someone searches now "top whatever software" you sell, and a review site shows up. You don't actually have to be the best! You might not be because you've only been in the game for a couple of months. But if you can get the reviews there, you look like you're the best and that's 99.9% of marketing. So first and foremost, we're going to position ourselves to be discoverable. When there's purchase intent, we're going to focus on demand capture, okay? Because to rank our website as a new organization, we don't have the authority, link profile or content, and investing in all those things takes a large financial upfront investment and has a long runway -- probably two years to build that organic engine. So if you have a 24 month runway to build your organic engine and you need MQLs now, the easiest thing to do is paid SEO. Now with that being said, we don't want to wait two years to try to rank because now we have another two years to get there, right? So we need to start from the beginning to try to position ourselves organically, to lower our cost per acquisition and have a better CAC-LTV ratio. So what do we do? We are going to say, when someone searches for your product or your features, we're going to try to create as much bottom of funnel content as possible. So not only a product page, but a feature page and solution pages. These are saying when someone has pain that your product solves and they go to discover that, can we show up? Perfect. Next what we're going to do is, we're going to start with our link building. So one of the things I had to do at Directive is, before we niched into SaaS, we were niched into just B2B. We had a lot of like manufacturers like Pelican Cases and stuff like that. So we had a lot of B2B players as well. So I couldn't rank for the keyword "B2B SEO", but I wanted to. I didn't have enough authority. My site wasn't large enough. It just wasn't going to happen. So what I did is I went on Search Engine Journal and I wrote, or Search Engine Land, I think it was, a fresh perspective on B2B SEO. In other words, I used someone else's site to rank for my keyword and they control the narrative. So with a startup, what you're gonna want to do is, you're going to go on CIO or Tech Crunch and instead of just bragging about how much money you raised, you're going to want to actually try to position yourself for what your buyer journey is like. We're going to leverage these other third party sites to do what's called guest posting to then rank exceptionally well for these top of funnel queries while internally linking from those guest posts back to our bottom of funnel pages we already built so that we can once again increase our rankings for purchase intent. So you can actually win at the bottom of funnel faster than people realize because nobody's product pages naturally build links. So if you do a really aggressive link building strategy early, using guest posting where you can control the anchor text and the destination URL to point to bottom of funnel pages, you can grow. And so then from that guest posting for bottom of funnel, now we'll focus on those products, kind of clusters we were talking about and our blog strategy, as well as Google ads review sites. And next thing you know, you're 24 months later, you might have one of the best imagine engines in the whole entire industry because you did it right. How to get executives and subject matter experts to create content Kathleen: Love it. One of the pieces of pushback I hear often, especially when you're a startup and you don't have a huge team where often your CEO or your CTO are the primary thought leaders and they're busy, I hear a lot of "Oh, we don't have the time to do all that writing." Any tips for how you can get the goods out of their heads and onto paper in a way that's efficient and scalable? Garrett: Yeah, the most scalable, best link building and PR you can possibly do is exactly what I'm doing right now. Podcasts. There's zero preparation for the thought leader. It takes exponentially less time and you have a much more engaged audience than an article. The best part is, when you guest post and you pitch a guest post, your success rate isn't always as high because not everybody accepts guest posts. Not everybody cares what you have to say. Sometimes editors are busy. On the flip side, the entire podcast content medium is guest dependent. So Kathleen's job is to secure interesting, engaging hosts for her audience. And so when you pitch Kathleen, you're going to have a much higher success rate than if you pitched Kathleen blog articles because now Kathleen has to edit your blog. She might not agree with your opinions because blogs aren't intrinsically the same format as podcasts. They're not op-ed like podcasts are. And so the best thing SaaS companies can do right now is link-building via podcast, hands down highest success rate, most scalable, easiest ended up. Kathleen: I totally agree, but I will say please, for the love of all that is Holy, take two minutes and learn something about the podcast and what it's about and tailor your pitch. I get pitched a lot, by a lot of podcast booking agents. Generally they're pretty good at doing their homework. But I can't tell you how often I get pitched from people who are like, "So-and-so built his real estate empire and can talk about earning money and like changing your life." And I write back and I'm like, "What does this have to do with inbound marketing? This person sounds like an amazing entrepreneur, but that's not what my podcast is about." Garrett: I'd say we have over a 75% success rate. So I'd give your audience some tips on how they can pitch. Get their name right. I know it sounds simple. Write a subject line that doesn't stink. Everything should be about how you make the podcast host's life easier and better for their audience. What I mean by that is there's a really important word when you do outbound or pitching. You say, "I am emailing you because", and that quickly allows someone to know why. And then you hit them with why the audience cares, not about yourself. So a lot of people like to say, "Hey, you know, my client, uh, built his agency from one to $10 million, you know, would love to be a guest on your show. He's been featured by Forbes, Tech Crunch, in the Inc 5,000." And then the podcast host goes, "Who cares?" Right? Compared to saying, "I'm emailing you because I'd love to talk with your audience about a topic that I know they care about, that I happen to be an expert in. Here's three different topics I think your audience might be interested in. Do any of these resonate with you?" Ideally, you want your podcast host to just say "Yes, this one". And then that's all the preparation required and you're good to go and it works. Kathleen: Yeah, I totally agree. At the last two companies I've been in, it's been a part of my strategy to get my CEO as a guest on podcasts. It's so much easier than trying to get them to write blogs. I think there's a human connection element of, you hear the person's voice, you get to know their personality, that that draws you in so much more than written content can do. So there's that aspect of it too. Garrett's advice Kathleen: Well, any other last words of advice that you think my listeners should know about related to this topic? Garrett: I guess one of the blessings we have with our portfolio is we have a lot of first party data. So I guess some encouragement. Since March 1st I wanted to look at what happened across our portfolio. Spend is down 24%, but conversions are down only 18% because click through rates are up, CPCs are down and conversion rates are up. So here's the really cool part about cost per click advertising is that it scales with demand and doesn't create waste. In fact, at a unit economic level, your advertising is actually more efficient now than it was before. Is volume down? Yes. But also auction competitiveness is down. See, all CPC advertising and all channels is based on an auction. It's based on inventory. It's like an economic model. Supply and demand. Well, because fewer advertisers are advertising right now, you're actually able to satisfy the existing demand that does still exist for whatever product or service you sell at a lower rate and you will have better efficiency and effectiveness in your advertising right now than you did before. That's just at the ad level. It's not necessarily the close rate level or at the volume level. But just at the actual cost per click and cost per acquisition level, it's actually much more efficient right now to advertise, which is kind of cool. That's across over $1 million in spend. Kathleen: That makes sense. So don't give up your ad budget altogether. Garrett: Just to meet demand. But remember your ad budget will do that intrinsically. So as long as you're not spending a ton on display and CPM type stuff, you're going to find a ton of efficiency on CPC because fewer people are advertising, thus lowering your cost per click, and there are some people out there buying and you want to make sure you're discoverable to those people. So it's a kind of a cool way to still win right now. Kathleen's two questions Kathleen: Absolutely. All right, well switching gears, I have two questions I always ask all of my guests and I'd love to hear what you have to say about these. The first is, this podcast is all about inbound marketing. Is there a particular company or individual that you think is really killing it right now with inbound who my listeners could go check out as an example? Garrett: I mean, HubSpot's a monster at this. They still are. I know. And everybody knows that. Kathleen: I'm going to make you tell me someone besides HubSpot though. Garrett: I know, I know, I know. The thing is, it's a lot harder now to move somebody out of a top 10 ranking. And so you see a lot of people pivoting away from that old school, gated content theory of inbound. And so that's why off the top of my head, I can't think of someone who's like doing that part of it exceptionally well because the game's kinda changed.  Kathleen: Who do you think is killing it with marketing right now in general? Garrett: I always like what is Zoom is doing? Because I liked what they did with like offline advertising and I think that's so cool. I think they're really creative in the sense of thinking about how to position themselves. I love the organizations that are investing heavily in podcast ads. For myself, that's one of my highest performing channels is niche-based podcast ads. I advertise on almost all the SEO or PPC podcasts that I can find because it works exceptionally well at a low CPM. I like the D2C stuff. I think the D2C people are kicking B2B butt. Like Baboon to the Moon. I love their branding. I think if B2B had a little bit more boldness like this... Kathleen: Yeah. What did they, I've never heard of them. I'll have to check them out. Garrett: So yeah, if you want to see somebody who I think is brilliant and actually has a brand opinion and stance and is hyper creative and out there -- Baboon to the Moon. Drift gets way too much credit for it because I don't actually think they're that good at it from a branding standpoint. They just have a free product so it's a lot easier to act like you're doing really good at it. They like try to take the human side of positioning. I think Baboon is doing something really cool because they're taking a hyper creative approach and it's like they're on acid. It's like a goldfish on a human's body using their product, but it's brilliant because they are so consistent with it in their messaging, copy, and creative that it actually creates a brand theme that I don't recognize in B2B. I think B2B organizations need to do a better job creating a brand theme. Like for us at Directive, we're trying to do a lot of people in our branding, but instead of just doing people in our branding, we're also like labeling them with their titles and their names so that it's so people know it's not a stock photo. So we're trying to bring it to life. We can obviously do it a lot better. We're not nearly as creative as that, but I think if B2B looks at the direct to consumer brands that are doing so well right now, at the end of the day it's very similar if you have a self onboarding SaaS company to a D2C product. It's very still transactional. And so if you can take your self onboarding, your trial-based SaaS company, and do that, and take that DDC stuff, and build that brand guide and just be really bold and crazy and ambitious with it, I think it'll pay off. Kathleen: Yeah, that's, and you need to have leaders within the company that are willing to take a risk and be different. There's a lot of sameness in general in marketing and I think when everybody else is going right and you go left, there's a lot of opportunity there. Garrett: Oh, a trillion percent. It's hard to get that buy in. I mean, I don't know anyone in my portfolio is actually doing it. That's why I'm in my head trying to think. It just starts at the top. You just need a CEO and a board that supports a bold new direction, not just verbally, but actually, and really actually sees it all the way through, especially when they get that first negative feedback or whatever from someone who doesn't like it. Kathleen: Yeah. There are going to be people who don't like it, that's for sure. Garrett: B2B is terrified of making anyone feel anything. That's truth, right? They're terrified of if someone doesn't like something. And the point is, the worst marketing is marketing for everybody. And so if you can be bold enough to have people hate you or like you, that's when you actually have marketing. Kathleen: I totally agree with you. All right. Second question. The biggest pain point I hear from marketers is that trying to stay on top of the changing landscape of digital marketing is like drinking from a fire hose. And so I'm curious how you personally stay up to date and educate yourself on all of that. Garrett: I think it's actually less important to stay up to date with things than people think, and here's why. Most marketers don't have a fundamental belief and a hypothesis of how they approach generating revenue for an organization. What's allowed myself and my organization to be successful is we have a fundamental belief that you need to make a brand discoverable at the bottom of the funnel regardless of channel. Now, the beauty of that is that it doesn't matter if digital marketing changes. See in 1997 when Google first came out, what was the whole point? People came to people and said, "Hey, I want to show up on this new search engine. How do I do it?" And the answer was, "Well, you need a website." See, the new answer is, "Well, you need reviews for your brand and you need to be positioned." As long as you don't get married to Capterra and G2, but get married to the idea of showing up when someone has purchase intent for what you sell, everything can change without changing anything because your fundamental belief is that you need to be discoverable when there's purchase intent. And so my encouragement to people is ground yourself in a fundamental belief of what you actually believe. It's such a critical part of marketing. If you want to make a ton of money in marketing, you need to actually have opinions. And you actually have to have beliefs and a hypothesis. You have to also be willing to adjust those, but you need to have them. And so I think if people have a real belief system and fundamental approach and then say we want to be essentially discoverable when there's purchase intent, that allows you to just naturally adjust whatever happens in the market because all you're doing is maintaining your belief. And that's, I think, what's so important for marketers, is to get away from this idea of, "Oh, what could I try? What new trick or hack can I try in a channel?" to say, "How can I essentially take my belief of discoverability and apply it to all my chanels?" When you do that, it allows you to stay really even keeled and focus on your customers. Kathleen: Yeah, and I would add to that, the best marketers I know in many cases are not actually marketers. You're a great example. You studied economics. The best marketers I know tend to be the most avid students of human behavior. People who understand people make great marketers because they're focused on the things that are timeless. It really doesn't matter what Google does with an algorithm because, honestly, Google is just trying to solve for people, right? So if you're focused on people and how they behave and how they buy, none of the bells and whistles matter. Garrett: Take that same person and then they learn financial modeling. Now you have the best CMOs in the world. People who have a really authentic, true belief of understanding of people and how they buy, and then they also understand financials? You put those two people together -- those are the CMOs of the Fortune 500. How to connect with Garrett Kathleen: Amen. I could go on and on about that. If somebody is listening and wants to learn more about some of this or has a question and wants to get in touch with y ou, what is the best way for them to connect with you online? Garrett: I'm active on Twitter. I'm @gmehrguth. So first initial, last name. I'm active on LinkedIn. Shoot me an email, it's just initial last name at Directive consulting. I'd love the chat and help anyone who has questions around demand gen. I'm pretty active on there trying to share all of our data and different tactics and things that we're doing. Almost daily I shared a new tactic or approach and a thread for essentially how SaaS markers can generate revenue. So if you're interested in that, feel free to follow and engage. Kathleen: Great. And I'll put all those links to Garett's social profiles and his email in the show notes. So head there to check that out if you want to connect with him. You know what to do next... Kathleen: If you're listening and you liked what you heard or you learn something new, I would greatly appreciate it if you would head to Apple podcasts or the platform of your choice and leave the podcast a five star review. We talked a lot about reviews in this interview and we know how important they are, and they are equally as important for podcasts as they are for products. So take a minute and do that. That would mean a lot. And if you know somebody who's doing kick ass inbound marketing work, tweet me @workmommywork because I would love to make them my next interview. That's it for this week. Thank you so much, Garrett. Garrett: Well, thank you Kathleen. Glad to be here.

In this episode with Bombora Founder and CEO Erik Matlick, we discuss what intent data is revealing about buyer behavior in the era of COVID-19. We unpack how intent data works, and how sales and marketing teams are using intent data to discover which companies are in research mode for your products or services. Check out Bombora’s recent study on how COVID-19 is impacting B2B research trends here: https://bombora.com/covid-19-b2b-intent-data/

Erik Matlick guides vision and corporate strategy at Bombora, bringing over 15 years in founding, board and executive management experience. Prior to Bombora, Erik was the founder and CEO of several advertising technology companies including Madison Logic. He also founded IndustryBrains and MediaBrains. Erik began his career in ad sales at Ziff-Davis and divides his time between Miami and New York.

Born and raised in the SFC, Joe Fong talks Bombora, the Belmont Drop, Joe Lopes Ramp, hangin' with Fausto and Eric and much more on today's special 60th episode of Talkin Schmit. He also was instrumental in testing and developing the first Indy truck. Lots of history on this one, so I hope you enjoy it; and thanks Joe for taking the time to share some of your memories. --- This episode is sponsored by · That's Really Cool Man Podcast: That's Really Cool Man is the official podcast of the internet's worst animator, Danny Casale aka Coolman Coffeedan. https://www.coolmancoffeedan.com/ --- Send in a voice message: https://anchor.fm/talkin-schmit/message Support this podcast: https://anchor.fm/talkin-schmit/support

Learn how modern marketers are using intent data to improve email open rates, launch precision account-based ads, and win better deals before their competition knows what hit ‘em.    Discover the benefits of each type of intent and what you really need to know before launching an intent-fueled ABM program.   In this adapted seminar Millie Resnick, Director of Product Marketing from Bombora, and Josh Lucas, Solutions Architect from Terminus, share the power of combining ABM and intent-based marketing.   Here's just a taste of what they cover:   Common types of intent data Bombora intent and machine learning Real customer stories Intent-powered ABM use cases Email nurtures Ad nurtures Event planning   To listen to this episode and more like it, you can subscribe to #FlipMyFunnel on Apple Podcasts or tune in on our website.

If You Market podcast guest Kate Athmer discusses ABM Mistakes.  ABM has been the hot marketing practice for a while now, but many of us are still making some simple mistakes in how we execute it.   Kate is the Sr. Director of Growth Marketing and Sales Development at Bombora, the leading provider of B2B intent data for sales and marketing teams. Outside her career, she's also an Amazon best-selling author, speaker, gin enthusiast, and national champion coxswain.

Interpreters helping women from linguistically diverse backgrounds in family violence situations have raised concern about limited support and exposure to vicarious trauma. Despite changing attitudes to domestic violence, lawyers are also warning women may not be protected properly under the current system. - Abasemuzi bafasha imiryango iva mu bihugu bitandukanye itavuga icongereza iba iriko iraca mu matati canke amabi akorerwa mu miryango, bariko barasaba gufashwa, aho n'inyuma yaho bamwe muri bo bashikirwa n'ingorane inyuma yo kwumviriza ingorane zitandukanye imiryango iba iriko iracamwo. Ivyo bimeze gutyo mu gihe abacamanza nabo bafise amakenga yuko abakenyezi bariko baraca murayo mabi bashobora kudakingirwa bikwiye, hisunzwe amategeko ahari ubu.

We interview accomplished ultra runner Anton Krupicka and talk about about how he ended up riding Dirty Kanza with Crust Bikes and Ultraromance.  Lots of bike nerdery around the Bombora and talk about the parallels between trail running and gravel riding. Supple Patches! http://pathlesspedaled.bigcartel.com PATREON: http://www.patreon.com/pathlesspedaled Supple Shirts: http://pathlesspedaled.spreadshirt.com Support via PayPal: http://paypal.me/pathlesspedaled

This week I’m joined by the wonderfully organised, Studio and Events Producer, Amarat Seghal. Amarat discusses she had a real desire to work in the media industry from a young age. She studied Media at university, but on graduating found it really difficult to get her foot in the door. Her sisters and friends encouraged her to ‘westernise’ her name on application forms and she got a job for a major magazine publisher (this was only 18 years ago!!!) Not enjoying the experience and feeling dejected she got an administerial job at Thomson Reuters.  She shares that during her 10 years at Reuters, despite many opportunities and career progression, she was craving more creativity and a real drive to get back to what she studied and really wanted to work in - media. She took a leap of faith, interviewed for a role at Bombora, a small start-up producing live webinars and streaming events, and was successful in securing the position as a producer - a role she loves and executes with absolute efficiency. Amarat breaks down what it is she does and how important working in a team you can rely on is.

From the archives a rare interview with the Norwegian-born composer who studied at Julillard in New York and has been a major force in mood music and scoring for film and TV as well as producing one of the famous  ever Surf  instrumentals Bombora by The Atlantics (1963).He talks about how Noah Taylor introduced Libaek's music to director Wes Anderson on The Life Aquatic.

Great Conversations features interviews with authors and writers, exploring books, writing and literary culture from Australia and the world.Today's episode takes us back to the Australian Classics Book Club.This month's classic is Ruth Park's Fishing in the Styx.Andrew is joined by Alaina Gougoulis, senior editor at Text Publishing and Tegan Bennett Daylight, author of Bombora and What Falls Away.Ruth Park is the beloved creator of classic Australian works such as The Harp in the South, Playing Beattie Bow and the Muddle Headed Wombat series. Fishing in the Styx is a memoir of Ruth Park’s writing life. From her her arrival in Sydney and marriage to D’arcy Niland, her love and literary partner, through her extraordinary literary life Ruth Park maintained an extraordinary literary output. Fishing in the Styx is a portrait of a writer amongst writers and illustrates the hardship and extraordinary creativity it took to live the writing life in Sydney through the middle twentieth century.

How are some companies using account-based marketing to shorten the sales cycle, increase penetration in key accounts, and improve customer NPS scores? This week onThe Inbound Success Podcast, Terminus Co-Founder Sangram Vajre shares his insights on the past, present, and future of account-based marketing, including who it is right for and how the sales and marketing teams of the future will be able to use buyer fit and intent data to laser target the accounts with the highest likelihood of closing. This week's episode of The Inbound Success Podcast is brought to you by our sponsor, IMPACT Live,  the most immersive and high energy learning experience for marketers and business leaders. IMPACT Live takes place August 6-7, 2019 in Hartford Connecticut and is headlined by Marcus Sheridan along with keynote speakers including world-renowned Facebook marketing expert Mari Smith and Drift CEO and Co-Founder David Cancel. Inbound Success Podcast listeners can save 10% off the price of tickets with the code "SUCCESS".  Click here to learn more or purchase tickets for IMPACT Live Some highlights from my conversation with Sangram include: Sangram says that the easiest way to think about ABM is that it is focused marketing and sales activity. The best use cases for ABM are for companies with larger transaction value sales or those who are going after a smaller audience within a larger marketing strategy. ABM solves for a challenge that many companies experience. Specifically, it is a way to address situations where a company might be generating a lot of leads, but the sales team feels they are of poor quality. ABM 1.0 was about identifying the top 100 target accounts and going after those using targeted ads, custom landing pages, and direct mail campaigns. ABM 2.0 takes it a step further and uses buyer fit and intent data to automatically identify the best fit companies - the ones that are most likely to close - and then develop ABM campaigns around them. The ABM of the future could use artificial intelligence to take that buyer intent and fit data and then automatically build landing pages and ABM campaigns for those prospects. Sangram believes that in the future, marketing is actually going to own setting sales quotas because they will be the team that has that fit and intent data, which will make them more accurate in forecasting what can actually close. ABM is best suited to companies with a high degree of organizational readiness (meaning they are bought into the approach from the CEO down and they have a "one team" kind of mindset) and with larger sales transaction values. The three primary use cases for ABM are for acquisition, pipeline velocity, and customer satisfaction. Resources from this episode: Save 10% off the price of tickets to IMPACT Live with promo code "SUCCESS" Visit the Terminus website Visit Sangram's personal website Listen to the #FlipMyFunnel Podcast Connect with Sangram on LinkedIn Follow Sangram on Twitter Get Sangram's book Account-Based Marketing For Dummies Join the #FlipMyFunnel Community Listen to the podcast to learn how ABM is evolving and what the most successful ABM campaigns do to get results. Transcript Kathleen Booth (Host):Welcome back to the Inbound Success Podcast.I'm Kathleen Booth and I'm your host and today my guest is Sangram Vajre from Terminus. He is the chief evangelist and cofounder. Welcome Sangram. Sangram Vajre (Guest): Thank you, Kathleen. Excited to be on the show. Sangram and Kathleen recording this episode Kathleen: I am excited to have you here. I have not had anyone come on and talk about account based marketing before. Before we jump into that though, I would love it if you could tell our listeners a little bit about yourself and about Terminus and also ABM in case people don't know what it is. Abount Sangram and Terminus Sangram: All right. Sure. And as you said, I started to cofound Terminus about four years ago and prior to that I ran marketing at Pardot, which took me to this to acquisition within a year of Exact Target acquiring Pardot and then Salesforce acquiring Exact Target. So all of a sudden I went from running marketing for 100 people company for 10 million revenue all of a sudden to running it at Salesforce which was just incredible. It was a moment where I think I realized, I think I understood the meaning of scale. At Salesforce, I really had no idea before that. Kathleen: Trial by fire, right? Sangram: Totally. Totally. It's an incredible machine. And then co-founded Terminus. Ended up writing the first book on account based marketing that was published in 2016, believe it or not. So I'm about to write my second book this year and along the way started and really built this community called #FlipMyFunnel, which is all about challenging the status quo of marketing and sales. We have about 10,000 people in that community and a lot of really fun. It's awesome to see so many people doing some level of account based marketing. And I'm happy to share more through examples or stories of how incredible things are happening in companies. Kathleen: I was really impressed with the community that you all have built. I had Nikki Nixon, who was the head of the Flip My Funnel community, on one of my earliest episodes and community is something that we at IMPACT are very focused on and so it was really interesting to me to hear that story of how it got started and how particularly through some of the events you've held, that community has grown over the years. Sangram: Community is something, I have a saying on the #FlipMyFunnel podcast we talk about is really that without a community you are simply a commodity. "Without a community you are simply a commodity" - Sangram Vajre Click to Tweet this quote And if you think about anything like Hubspot for example, is an investor in Terminus. And I remember spending time with both Brian and Dharmesh then they became an investor in our company and I asked him why are you spending so much time and money on inbound? And they said, look, if somebody has to go build somebody that's going to compete with Hubspot toe to toe, first thing they need to go need to go and do is build a 20,000 plus community and hundreds of thousands of other people that are not even at this event but are online, they have to go build all that moat around them in order to even start to begin to compete with them at that level. So there is so much power in community and so do and Salesforce and Drift. And so I don't think we did anything new. I just felt like we definitely stumbled on this idea and thankfully and gratefully have been able to nurture it. Kathleen: Yeah, and it might not be something new, but I am amazed at how much we as marketers talk about the importance of community but so few brands and companies actually bother to truly invest in doing it. Kudos to you for following through. Sangram: I appreciate that. What Is Account-Based Marketing? Kathleen: So #FlipMyFunnel, I've always liked that name, too, because to me it so perfectly defines in marketing speak at least what ABM is in a way that anyone can understand. But to to rewind a little bit, let's go back to account based marketing. That's really what I wanted to talk to you about. How do you define account based marketing? Because I've heard it defined many different ways. Sangram: Yeah. So I'm not gonna give any analysty kind of definition. I think everybody can find a million different answers for that. I think quite simply to me it is focused marketing and sales activity, and that's all it is, really. So if you were in B2C where you are selling Nike shoes to any and everybody in the world, it makes sense to go after any and everybody in the world. But if you're selling to, let's say Fortune 500 financial services company for your supply chain product, guess what? There are only maybe 50 of them. So why in the world do we want to create content and qualification and all the processes that we all have created that has a roadblock to it? Why not start with the best fit accounts to begin with and then expand within the reach within them and then engage them and then turn into advocates. Why not focus on the 50 as opposed to 5,000 to find the 50? B2C has that problem. B2B thankfully does not have that problem. So that's why I think ABM is so cool. Kathleen: Yeah, it definitely makes sense that that larger transaction value that small audience, or the small audience within the bigger marketing strategy. So Terminus as a platform enables companies to more effectively do account based marketing. For the person listening who is either familiar with ABM or maybe not familiar but interested in learning more, tell me a little bit about what kinds of successes you've seen companies have with it. And honestly like how does it work? So if somebody says, I want to do focused marketing, what does that really mean at a practical level? Sangram: Well. So let's walk through an example of your document before we started to record, which is a company called Masergy is great customer of ours. They are in cloud communications and computing so I think most people can relate to that as a technology company and Malachi who runs their marketing is a phenomenal guy. We had him speak at a lot of the conferences and podcasts and all that stuff. So let me walk through almost status quo ABM 1.0 if you will and ABM 2.0. And I think as audience is listening to this and maybe they can figure out where they belong in this journey that you may be or may not be right now and trying to figure out to be on. So Malachi was in one of these incredible inbound marketers where he generated 25,000 leads, got 25,000 leads and he heard all the time from the sales team is like, well, they're not qualified. They're not relevant. They're not the right people and as you might know, Forrester came out with the research in 2016 I think that less than 1% of the leads are turning into customers. Kathleen: I was going to say, I'm pretty sure every single marketer that is listening has heard exactly that complaint from their sales team before. Sangram: And that's purely because we are going after again first trying to get any and everybody and then try to qualify it as opposed to going after the right people. So the problem is something that I think we have to own that we have created to begin with. So in a status quo world, I feel if you are marketing it and that's how the challenges you feel like at think of it as the status quo, that is pretty much what's happening in 90% of the company and it's unfortunate. I think we all need to wake up and look at it and think like, hey, it's not really sales problem. It's actually a marketing problem that we need to fix. So that's kind of where I feel he found himself as well a couple of years ago. Then he moved into this, what I would call AB 1.0 where I think more and more companies are finding themselves now who are jumping on the bandwagon of ABM which is saying, okay, well that's not working. Sending these 25,000 leads is not working. What do I do? Let me find the right people. Let me just go and select top 100 accounts that my sales and marketing team can focus on. That might be on a vertical, that might be based on sales stage that you are having difficulty converting, or it might be a sector or whatever it might be. So I think most people are now finding a top 100 accounts that I want to focus on. And to your point like, well how do you do it? What you really do and most companies are doing, they're running one to one campaign for each one of these hundred accounts. That means they'll have an ad that talks to that exact company and all the people in that company. So you're running advertising through platforms like Terminus and Google or whatnot. Then you are taking them to a landing page that doesn't ask for their mother's maiden name. It actually gives them the whole information about how you can actually help their industry and them and others in their industry be successful. So there's no gating of information. It's actually now your customers are going to spend more time on that page because you're literally taking to a page that is custom made for them and then you can add direct mail or stuff like that, too, to kind of engage them. Now you can do all of these things because you're only focused on top hundred. You're not focused on everybody. So you can do a digital advertising, you can do a Linkedin campaign, you can do a direct mail campaign, you can have a landing page that is focused on them, a stream of content videos for them. It's all possible when sales and marketing is working together at 1.0 level. And the results of that one, just in case of Malachi and Masergy they have over 250% penetration rate within the accounts they want to go after compared to any other account that they're targeting. Right? I think they knocked off a month in the sales process. So now they're closing deals much faster. Now you can imagine what kind of revenue impact you have in your organization when you're actually taking one month off your sales process. So how many more opportunities can your sales team work on? So their results are fantastic, but that's just because they're able to focus on the top hundred accounts. Right? Kathleen: So if I understand correctly, I'm a company and let's say I want to land Coca Cola as an account. I might set up ads via either Google or Linkedin or what have you that are targeted just at people who work for Coca Cola and then those ads are going to direct them back to a landing page that's either about the beverage industry or I guess it could specifically be about Coca Cola. Sangram: It actually should be. It could literally say your company plus Coke equals whatever because we do x,y,z. Kathleen: Yeah, and then potentially as you said, other items like direct mail, et cetera and the goal of all this is to get in front of and raise brand awareness amongst as many people within Coca Cola or at least within the right parts of Coca Cola as possible. Is that accurate? Sangram: Exactly and the reason you want to do that at that level is because we all know in B2B the decision making is by committee where there are five, seven, nine, 10 people are the decision making process. If all 10 people have heard about you and have seen your message and they may never fill up a form but they all have some sort of input in the buying process. Well if the CFO, the CEO, the head of sales, the head of procurement, and all of them have seen your brand chances as are you going to have somewhat of an in in that company because of the brand awareness you've created, but you can't create that level of brand awareness unless you are focused on them. Kathleen: Now, how do you do this without having the intended target feel like it's creepy. Sangram: It's creepy beyond creepy. But I think we all have sold our rights to privacy in many ways when we sign up for Facebook, when we signed up for websites that have over digital kind of body language to it. So in many ways, I'm one. So we do Terminus, one of the things beyond analytics and all this stuff that we do for canvas marketing as a platform, but one of the things we do is we do is digital advertising and I'm not someone who typically clicks on a lot of ads or digital advertising. I actually hate it. And I've told the founder of this company, but I loves ad when it actually does and serve a purpose for me. So for example, if I am looking for something and if I get the right message at the right time, it is an awesome thing. Otherwise it's annoying to me. Kathleen: I was just saying this, I was taking the train home on Saturday from a week away for work and I had, this is such a side story, but it's relevant. For Christmas, I wanted this one pair of slippers. Sangram: Yeah. Kathleen: And I didn't get it. And all of a sudden on the train, on the way home, this ad pops up and the slippers are on sale and darned if I didn't buy them within like five minutes of getting the ad. And it's exactly what you're talking about. I mean, this is it more of a B2C example. But yeah, I mean they knew I was interested. It was the right time and it was immediate, it was an easy yes. Sangram: Yeah. Kathleen: And I don't like ads either for what it's worth. Sangram: Exactly, none of us do, but we all value whatever is timely and convenient for us or the needs that we have. So I may not like a cupcake ad that pops up randomly for me, but I would love an ad for the right book or the right thing that I want. And B2B software is no different. If you're looking for it and you find the right connection, then you will spend time. So a company like Masergy is finding true success because these people are not converting on their website like the status quo thing. They're actually spending more time looking at oh this is good, this is great for our financial. They seem to have a great case study with a similar customer in our industry so they get our problem. They know what the messaging is exactly what you would create because you know enough about Coke so the messaging is going to be about it so they care. Like those are the feelings that you invoke in your future customer that standard marketing doesn't really do. So that's 1.0. And 2.0 sorry, go ahead. ABM 2.0 Kathleen: Yeah, no, that's what's going to be my next question is, all right, so what's 2.0? Sangram: If that's exciting enough for be people. If you're dipping your toes that already may feel overwhelming, but the reality is that if you truly care and if the deal size is big enough and if you can truly forward the velocity, it's really worth it. Now, if you're a transactional business where you're spending like 10 bucks a month subscription, it probably is not worth doing all the effort on it. Now ABM 2.0 is really interesting because now you go from this silo approach off like everybody and anybody and I need to go in and figure out who I need to go after and see less than 1% of the customers to the top hundred accounts and now it's super targeted, super engaged and connected and all that stuff. But now I'm getting proactive around my outreach and all that stuff is to this idea of running my entire business like that. Right? Imagine all of the target accounts that you want to go after now, not just hundreds, but maybe let's say your total addressable market is 3,000 accounts, right? And you know that your product or service is suited for those 3,000 accounts. Imagine having the ability to have a fit and intent score where you will say, okay, these 3,000 accounts have fit. These are great accounts. I just want to know whenever there is intent to buy any of these accounts somewhere online, if they're researching on G2 Crowd for a similar software. I want to know if somebody in that company is reading articles that have the keywords that I care about, I want to know. Right? So the fit and intent if you can combine that beyond the hundred accounts and say of these 3,000 accounts, any account that is the right fit and intent, I need to be alerted so that my sales can be prioritizing the experience for them. And then the same play that we talked about at 1.0, I can replicate it in a prioritized way for the accounts that are in market right now. And I think that's when you're running your business on a very hyper targeted, hyper personalized at scale. Kathleen: Now how do you, you talked about intent and some of the examples you gave were things that would happen off of your own web assets. So not on your website. It might be like you said, G2 crowd, for example. How are companies able to access this kind of intent data? Sangram: Oh, there's tons of providers right now in the market place. Like G2 crowd themselves would provide the intent.  Terminus connects with like you know Bombora. Bombora is another good one. DiscoverOrg would give you that information. Linkedin will give you that information now. Even G2 crowd as a set. And so there are tons of companies who are starting to pull all this information together and we as a platform, we are trying to hook up into all of them and say, okay, well we can run this for 100, but the beauty would be then you can run this for 3,000 and not leave anybody out there who's the right fit and has the intent right now because that's when you're going to win faster at a much higher level when you know the company that's in market. So all of these companies, they're more and more companies actually coming up with this data. Kathleen: That's interesting what you said about that you're really trying to hook up with all these different platforms. Because the first question that was going to come into my head was, I'm hearing a lot of companies talk about using CDPs, customer data platforms, in order to tie together the data they have in all different places. But it sounds like the direction you're moving, that wouldn't be necessary. You essentially would be the CDP. Sangram: Sure. I mean that's exactly right. Like we, I remember the really early days. Initially our thought was, hey, we're going to look at all the people in everybody's CRM and start helping them do advertising to them. What we quickly realized, everybody's data is shit. Like it's crap. And there's nothing in there. Like a lot of them are not updating data and there's all kinds of, there's the same companies alert seven different ways in CRM, like we all have the same issues. I'm like, okay, that's not gonna work. So we only get the names of the companies from our customers and the type of persona they want to target. Then we use our own intelligence by partnering with Linkedin and D&B and NetProspex and so many different data providers so that we have a clean set off information and then we are proactively targeting them and giving intelligence back to our customers. They're like, whoa, that's great. So I think you're absolutely right. I think we are relying a lot on good data from third party sources because most CRMs and most marketing automations, the data is not clean. Kathleen: Amen to that. It's terrible. It really is. It's my biggest pet peeve is just the garbage that's in these databases. Sangram: Yeah. Kathleen: So interesting. Okay, so it sounds like the key shift there from ABM 1.0 to 2.0 is in 1.0 you're manually creating your target list and in 2.0 you have a system in place that feeds your targets to you that is essentially automated. Is that accurate? Sangram: Exactly. Right, and now you're going back to okay, you want to automated, but now you want to automate it or you want to create this personalized experience, but now you are creating that personalized experience for anyone that is in market that has the right fit as opposed to this arbitrary hundred companies that I have decided because they sound great or my sales team said that this is important. Now I'm actually running my business on the smart content. What Will ABM Look Like In the Future? Kathleen: Well now I'm really curious to hear what your predictions will be for what ABM 3.0 will look like. Cause I have some ideas that I've gotten as I've listened to you talk and I'm curious to know if they're going to be similar to what you come up with. Sangram: I don't know. I just came up with 2.0. I don't know what we get going. Kathleen: I mean the first thing I thought of was if the second step is the system basically feeds you, these are the companies you should go after. In my head, I'm thinking, well the third step is then you have a system, an artificial intelligence system, that just spins up the landing pages. Sangram: Oh yeah. Kathleen: From your relational database. It says, oh they're financial services. Well we have that template. Pop their name in and then it's really truly the robots are doing our jobs for us. Sangram: Oh you, you are spot on when it comes to personalization of this whole experience. I mean right now people are throwing bodies at it. Kathleen: Yeah. Sangram: Hey, you know what? Go create 50 landing pages. We have a customer Snowflake for example. They're running 500 one to one campaigns. 500. They have 15 people now I think six and by end of Q one, so by end of Q one they're supposed to have 15 people with the title of account based marketing. So you can think about how they are because they're like, well, does every one of them have regions and then helping to personalized experiences for it. So we are actually in some ways putting bodies in place because we don't know if there is a way to automate all of this experience because it's so rich and so valuable and so unique in many ways right now. Kathleen: I'm sure we're not far off from it. Sangram: Oh, no. Kathleen: So talk me through the one thing we haven't really touched much upon. We've talked about ABM from the marketer's standpoint. Walk me through at what point in this process in an ideal world, should sales enter into the equation and what does that hand off look like? Are they involved the whole way? The Marketing To Sales Handoff In ABM Sangram: There is no handoff. I think that's where we got it wrong. I feel like some of the blame is on me as well as part of that, that old group of people. I feel like there is no hand off. Sales and marketing hundred percent has to agree on the way this is going to work. Otherwise you can't create a personalized experience. If the sales person's not going to call as soon as the direct mail is hit to the right person, then you know it's not gonna work. If the sales person is not going to follow up when they see an increased activity of the right accounts on your website because you have get rid of all the forms and now you have five kind of right people on their website if they don't do that work that's needed to follow up on, then in the B2B world, it's still not going to work. People are not going to just come and swipe credit cards if you're selling a $100,000 product. So sales are super important. What's bigger difference I think if you want to go the predictions route is I think marketing is going to own the process of figuring out who to go after because they're going to have fit and intent data. So imagine as a marketer and you could say, hey, we want to open an office in, we want to expand our business, great. Based on the information that I have from all of these different technologies that I'm able to cobble up together, I can see that in Boston there is the highest concentration or best fit future customers. There is a lot of intense action going on over there, too. So we should open a sales office in Boston and put two people in there because based on the quota that we are hitting, it makes sense that two sales people. So imagine that a marketer can set up sales quota and not only that, a marketer can figure out the forecasting of which deals are going to close. Because a lot of times the sales would say, oh, I think 30% of them are going to close. And a lot of times, quite honestly they have no clue. Nobody has any clue why somebody went dark or what happened there. Right? But now marketer can say, hey look. And we have seen this happen at Terminus and a lot of customers say, look of these 10 deals that you planned that they're going to close this month, let me tell you, 7 of them have not even spent a minute on our website in the last month and a half. So let's get rid of the bullshit. There are only 3 that we can have a full opportunity to close. Why not just focus on these three? We know there's interest in there. Let's do more campaign. Maybe do a in house dinner over there and try to close the deals with these three because the seven, the chances are they're not going to close this month in the next two days, right? So that level of intelligence in the front portal, from fit and intent and then forecasting, is unique and new and I think the marketer is going to be in the driver's seat. Kathleen: I feel like all the sales people who are listening are going, "No way. Marketing's not going to set my quotas." Sangram: I think they want it. If they are smart to recognize the power in this thing, I think they would want it because they can actually have a higher quota at a much higher velocity and they would actually be doing what they're the best at, which is influencing the deal and closing it. But marketers can now, we are all going to be more of an intelligence provider. Here's the intelligence of who you should go after. Here's the intelligence who can close faster, so maybe focus. We are really helping sales team to do their best and I feel like the future really is going to be where sales fully embraces marketing's role in helping them win more deals. ABM and GDPR Kathleen: Interesting. One thing that came to mind as I was listening to you describe all the disparate sources of data, especially the intent data, the first question that came into my head is how does this all fit within the increasing movement towards giving users more control over their information and privacy and GDPR? Can you talk a little bit about that? Sangram: Yeah, I think it's great because you're no longer emailing people without their permission. And the advertising that you're seeing are proactive advertising and interest that you have already shown interest for, which is why you bought those slippers because you kind of wanted that. Kathleen: They had my number, I'll tell ya. Sangram: They had all information that you have willingly provided to them. So I think as long as it is helpful, I think people are going to be okay with it. I think the reason GDPR is actually good is because people are spamming, right? People send a newsletter which is all about it and people want a newsletter that's all about who is getting the email is coming too. So it's such a different thing. I think all of that is happening because we just don't know who can bite the bullet. We don't know who's going to pay the bill. We don't know who's going to buy the product or service. In this model, because you're focused on a few that actually matter, that's why you heard me never say or use the word "prospect" in the process. You're prospecting is dead because the only prospect that you don't know if they're going to be a customer or not. In this case it's all future customers because you've already done the homework to figure it out if they're best fit and can you serve them or not? Have you served other people like them or not? If it's not best fit, you shouldn't be spending any time with them at all. Who Is Account-Based Marketing Right For? Kathleen: Yeah. So there are a lot of companies that are practicing account based marketing. Tell me a little bit about who this is right for in terms of the type of company, because they're obviously, it does take a certain degree of manpower to build out these assets. There's an investment on the front end especially if they're going to buy a platform like Terminus. Sangram: Yeah, totally. So I think there are two ways of thinking about that, Kathleen. One is the organizational readiness, because no matter how many resources you have, I've seen it fail tremendously in many, many ways. And one of the one was that the organization is not ready to adopt that. So I'll talk about that in a sec. And then the other way is also to figure out like are we selling and do we know who we're selling to and as the audience really open to it? So I'll get into that as well. So organizational readiness, meaning if you have a sales driven quota or marketing, sales driven culture or marketing driven culture, then this is not going to work because it has to have a "one team" kind of mindset. This will only work when organizations fully understand the importance of doing it. And believe it or not, it starts with the CEO, not CMO or CSL. It actually starts with the CEO because it's a business transformation that we're talking about. We're talking about clarity around having aware of what your total addressable market is. I'm sure if you ask your audience right now, I would guarantee, majority of them will not know what their total addressable market looks like. How many exact number of customers they can potentially sell to this year. That was like, these questions are not something marketers jump into. Typically they are like siloed in the sales world or maybe. Like everybody, the CEO to the board, to the CFO to the CMR, everybody has to agree on the total addressable market and that's organization readiness. So if you don't have that kind of stuff, I think it's going to fail and I've seen it fail. It might succeed. but I've seen in fail more than not. And the other part is around the idea that are you selling like let's say you're selling $50,000 product which has an annual subscription which you can upserve in the next couple of months or a couple of years to $100,000 or $150,000, ABM is perfect for you. That makes perfect sense. But if you're selling for like 10 bucks, Dropbox kind of subscription fee kind of stuff, unless it has a tremendous potential then it won't make sense for you to do it because the cost of acquisition will go off the roof. So this is really for accounts that that do matter and have a higher revenues. Mid market, if you're selling to mid market and enterprises, even if you're a small shop, so this is, I want to really clarify, I've seen companies that are really small, like 10 people shop be wildly successful because they sell $100,000 $200,000 worth of services or product. And I've seen companies that are big companies, even public companies that are selling to SMB, they are not successful at all because if your target audience is smaller and it just won't work, you'll have to scale so much. What Kinds of Results Can You Expect With ABM? Kathleen: Right. And what about results? Like do you have some examples of what companies have seen as a result of doing these types of campaigns? Sangram: Well, I mean, some of it, what we talked about Masergy where their engagement rate and I think penetration within the right kind of targeted council is up by 250%. They knocked off a sales month from their entire sales process because they were able to do that. To me, that that sounds like millions of dollars. Even beyond that, 85% of their revenue came from one product and they have three more products to sell. So they have to figure out a way to upsell the other two products and they just were trying to create awareness. So now you're going apply ABM to customer marketing. So you already know the customers that have this one product, let's say cloud computing. You say, okay, now I want to run the same ad to other business units or other personas in that company making your customer like somebody in their company look like hero and show how you're helping that business owner. So if you're selling to GE and you have one business unit and you want to sell it or the business unit, it's awesome. Like that's a hundred percent ABM. So what they found out that they are creating more sticker products line and business line for them, but most importantly, and this was this was the best, that they found that their NPS score, which is the net promoter score for the customers who bought more than two products after they launched the ABM because they knew so much about them already as the best fit, went up from 70% to 90%. So think about that for a second. You're not only serving your customers and upselling your own process services, because you're serving the right people and because your focus again is on the right people, you're able to serve them, you really are able to solve their problems so you're not trying to close more deals, you're trying to close the right deals. So they're going to be more delighted than ever before because they're not going after everybody. Kathleen: That is really interesting. I have never actually heard anybody talk about using ABM for upsells and cross sells. Sangram: Actually that is the best use case than demand generation. I think because we're in marketing, we think we need more acquisition. It's actually parsed into three - acquisition, pipeline velocity and customer marketing. If you were to start ABM, if you have never jumped into ABM at all, I would say jumping into pipeline velocity or customer marketing first. Pipeline velocity, which means if there is a deal in play and you know when it's going to close, let's say 30 days or 60 days, perfect. Your sales is going to be cooperative, the finance team is going to be looking at those deal, your CFO, CRO, everybody's in it. So if you can show movement there, you get by in there, so that's the best place to start 100% because that's where you're going to see you already have a good customer, why not get more of the from the good customer? But pipeline velocity, Kathleen I think is a very understated area of focus and if you're piloting with the top accounts, it's not actually acquisition, that's the last place you want to go because you have no idea when they're going to be ready to truly buy. Pipeline velocity, customer marketing, I think that's where gold is. Kathleen: Yeah, the customer marketing stuff is so interesting to me, because we always even, I mean we're not a huge, huge company. We're probably 65 people. But we always have this challenge as an agency when we offer a new service for the first time of how do we, you know, yes, can we send an email to every client we have? Absolutely. But what's an effective way to keep reminding them that we do this now? Like for example, in the last year we added a full fledged video production and training department and some of our clients are really aware of it and others aren't. And it's just interesting to think about even just running an ad to clients saying, "did you know we do this" and directing them back to a landing page for customers only. Lots of ideas spinning now. Sangram: I think that's beauty. ABM is not a tactic. It's a strategy. It's not a tool. If somebody says that, "Hey, we use Terminus and we're doing ABM" I would say you're not, because we're not doing direct mail, we are not doing call cadences. We are not doing a lot of the other things, the landing pages. So that's not it. We're not ABM. We play a wider role in helping you enable an ABM program, but ABM is a strategy that you and your organization need to really care about and focus in the area of that you need the most help. And your use case of saying just, I mean that's the cheapest, the amount of, if you were looking at a dollar return, that's the best place to kind of put in. But we end up putting more money in acquisition than actually getting more from our own existing customers. Kathleen: Absolutely. And if you have a tiny targeted audience, it's worth spending more per click or whatever the metric is because they're warm, so interesting. So you mentioned a couple of companies. Was it Masergy? I want to make sure that everyone knows how that's spelled so they can see it. Sangram: Yeah. Masergy and Snowflake is another company. Phenomic is another company. We actually do something called internally called customer in the office. So every month we try to bring in a customer and have them share with you. That's why these stores are so fresh for me because every month I'm hearing from them literally how it's transforming their team, their sales and marketing relationship and their organization. Kathleen: I love that customer in the office thing, that's great. Keeps me really close to not only the successes but some of the challenges people are facing. So definitely if you're listening go check out those companies to see some examples. It might not be obvious on their site, I'm guessing, because a lot of this is sort of happening behind the scenes under the curtain specifically directed towards their target customers. Kathleen's Two Questions Kathleen: Changing gears for a minute, I have a couple of questions that I always ask everyone who comes on this podcast. Curious to get your take on this. The first one is company or individual? Who do you think is doing inbound marketing really well right now? Sangram: Well, I mean the company probably comes to mind is Drift. I'm sure others have mentioned that as drip, like what David Cancel and David Gerhardt are doing. I feel like they're building a great category and it reminds us a lot of what we have done in the past, but I feel like they're doing it better then what we have done to be very honest. So it really, really feels good to see what they're doing. Kathleen: Yeah, their names definitely come up a lot. And I did get to interview Dave Gerhardt. I was like, "I keep hearing your name, you have to come on the show." Sangram: He's great and the team is awesome over there. Kathleen: Second question, with the world of digital marketing changing so quickly, we kinda touched on this earlier with ABM even changing so quickly, how do you personally stay up to date and on top of all these new technological advancements and trends in marketing? Sangram: I mean, just like you, I feel like I have, I think the podcast is a great way to learn. So I listen a lot of podcasts. I listen to Inbound. I listen to Donald Miller's podcast. And I almost sometimes go back to we need older books but instead of newer ones, because I think what hasn't changed is that we are all humans, thankfully, and what hasn't changed is the emotions and the feeling. And I feel like the more I go back to that, the better it gets. So like podcasts is like the radio. It's back to radio. You're recording this thing and it's going to go live. That is crazy that it is the new thing right now. So I feel like podcasting is like the new white paper of the world. Videos are like the new blogs of the way. In many ways you're just going back to some of the older ways of communicating just one to one in a very authentic way. So wherever that authenticity line goes, I try to follow that. Kathleen: Right. And thank you for mentioning the specific podcasts that you like cause I'm always on the hunt for new ones. Sangram: Yeah. Connect With Sangram Kathleen: So I'll definitely check those out. Well, if somebody has a question, wants to learn more about Terminus, or has a question about ABM, generally, what's the best way for them to find you online? Sangram: Well, so I post on a very regular basis on Linkedin, so just find me, Sangram Vajre on Linkedin. Terminus is terminus.com. You sort of join the community, #FlipMyFunnel. Kathleen: Great. And I'll post the links to all of those things in the show notes. If you're listening and you found value here, you know what to do, leave us a review on Apple Podcasts or the platform of your choice. And if you know somebody who's doing kick ass inbound marketing work, tweet me at workmommywork because I would love to interview them. Thank you, Sangram. It was great talking to you. Sangram: Thank you so much. Thanks for having me.

Mike Burton, Co-Founder of Bombora, joins the show to talk about how intent and behavioral data is captured and how you can begin to apply intent data to your sales and marketing efforts. Tune into this episode for use cases around successfully leveraging intent data within marketing and marketing technology applications.

If you love the idea of living an eclectic life of creativity, surf music, wine and fringe arts, well strap yourself in for David’s story. His own wine brand 2 Mates, surf music label Bombora and much more.Starting out as a kid with parents running a drive in and a home adjoining it, David’s life was seeded early on with the importance of the Arts and living a life embedded with creativity.On telling his typically cool and calm dad of his plans to quit uni and go into advertising the mood changed – “don’t do it!” An interesting response considering David’s father was ad adman. And, clearly advertising is in the family’s DNA with David’s son continuing the trade.David has an impressively simple LinkedIn profile noting ‘Independent Entertainment Professional’ and one previous job ‘General Ratbag – Young And Rubicam 1977-2003.’Yes, there is much between the lines. David has held senior executive, leadership board and chair roles in advertising, many commercial enterprises and the Adelaide Fringe.David has been the Chair of the Adelaide Fringe Festival since 2014, the world’s second largest open access arts festival only to the Edinburgh Festival Fringe. The festival largely takes over Adelaide, and even some regional South Australia for 31 magical days and nights each year February to March.A chat choker block with insight from the role of the arts in building a strong culture to living a life of creativity, imagination and grabbing opportunities and spotting a good idea.Real People is a podcast hosted by Jason Dunstone, the founder and managing director of Square Holes. Subscribe to Real People on your favourite podcast player. Jason builds on his 25 years of conducting human-centred research, interviewing average and not so average people (rich, poor, old, young, content and vulnerable) to understand what they believe and how they behave.Check out the Real People website - http://squareholes.com/realpeopleConnect with Jason Dunstone on Twitter @jasondunstone - https://twitter.com/jasondunstone?lang=enSend Jason an email - jason@squareholes.com Read more blogs from Jason Dunstone - https://squareholes.com/blog/author/jason/Find out more about Square Holes - http://www.squareholes.com/Produced with Apiro Media - https://www.apiropodcasts.com/

As sales pipeline continues to be the biggest problem in sales, marketing and sales leaders search for answers to some of the biggest questions in sales. . . Where is their untapped value? Who is most likely to buy from me? What is the next best action to take? In the sea of sameness, little progress is being made as companies scramble to compete with little to no improvement. Do you have a sales development team? Yes and so does everybody else Do you have marketing and sales technology? Yes and so does everybody else Are you running an account-based sales model? Yes and so is everybody else If you’re doing the same thing but just trying to do it better or just doing what everyone else is doing how do you expect to win? That’s sounds like the definition of insanity. The answer to the above questions and the solution to the biggest problem in sales is not the more of the same. The solution is breaking open the black box of predictive and and successfully operationalizing artificial intelligence. Artificial intelligence is the next big thing for sales and marketing and although AI will not replace marketing or sales, marketing and sales leaders who use artificial intelligence will replace those who don’t.

Talking Stack Podcast: our big news! 1. ZIFF DAVIS ACQUIRES REVENU8 Amit shares the news of Ziff Davis’ acquisition of Revenu8: MarTech Advisor, HR Technologist and ReadITQuik are now all a part of one of the world’s largest B2B media organizations. And we couldn’t be prouder of the long way we have come in such a short time. 2. MARKETO-BOMBORA TEAM UP Amit and Anand give us the background on what exactly Bombora does and how marketers can use it, and then they go over the Marketo - Bombora deal and talk about the possible impact of unifying intent data with personalization and ABM and what will such a service would mean to B2B marketers who are trying our or executing ABM. 3. What’s the deal with Salesforce and CDPs? David couldn’t join us this time as he’s traveling but we are quoting him from his weekly newsletter “Personalization engine (and CDP) SessionM announced $23.8 million in new funding, with Salesforce Ventures as a lead investor. Coming on the heels of Salesforce’s Datorama acquisition last week, it suggests somebody at Salesforce has a new interest in customer data integration. You may also recall that SessionM expanded its own Salesforce integrations last week. Total funding is now $97.3 million.” Amit and Anand take that analysis further and get into the details of why Salesforce could be so interested in CDPs and what it would mean to all the thousands of businesses who are on Salesforce today. HAIL and FAIL of the week HAIL: See why Anand thinks the new data portability project between Google, Facebook, Microsoft and Twitter is a hail! FAIL: Anand’s (or anyone who lives at his address) got mail.

I interviewed Erik Matlick, the founder and CEO of Bombora. Erik already has had a number of successful startup companies, and believes Bombora is going to be his largest yet. Bombora is a leading provider of B2B demographic, firmographic, and intent data. So how does this all work? Let’s say I’m a company, and I am researching heavily around A.I. and machine learning because my company is interest is in adopting that technology. Now, anybody that is selling to my company would find that information very, very useful. That’s what Bombora provides. It enables sales and marketing teams to have a holistic view of what a company is interested in, so they can provide a more valuable, more direct solution. I was actually really curious about the name Bombora, so I looked it up and Bombora is an Australian aboriginal word that means a wave that forms over a submerged offshore reef or rock. The name is fitting given that Bombora uses surge data. If you go to Bombora’s website, it’s covered with surfing, and they actually also support the Surfrider Foundation. I had a fantastic conversation with Erik. We dive into his background, the companies that he’s founded, what he’s trying to accomplish with Bombora, and even diving in to what makes a successful founder and a successful company. I hope you enjoy this conversation as much as I did.

Erik Matlick guides vision and corporate strategy at Bombora, bringing over 15 years in founding, board and executive management experience. An online performance marketing pioneer, Erik's insights about the confluence of data analytics, media operations, ad serving technology, sales and marketing processes are the driving force behind Bombora's value proposition.

The Editor, Susan Butler, explores the history of the word 'bombora' which is now used to refer to any submerged reef or rock shelf and its associated wave formation. Read more about the OzPic project and upload your photos of the Australian environment at: www.macquariedictionary.com.au/ozpic

In this episode we 'swap laughs and company' as we explore the worlds of two, great, Adelaide mates, David Minear and John Schumann. In surfing parlance, tonight's conversation is like a bombora that we surf all the way back safely to shore! John Schumann discusses Redgum, songwriting, Australia, cars, family, Henry Lawson, attitudes to the nuclear industry, ice cream and PTSD. David Minear discusses advertising, Young and Rubicam, Mitsubishi, Sigma, Adelaide Fringe, West End advertising, Henry Lawson, Golden North, Kojo, the film industry and being a chairman of different boards. And despite all those topics, we hardly scratched the surface with these guys. We hope to get them back one day! IS IT NEWS picked up on the surfing theme, giving David a slight advantage, given his business, Bombora, is a haven for surf music recording in Australia. We didn't even dip our toes into that water tonight. Our wine this week is stunning: the 2013 Joker from The Mysterious Mr Black Max Martin has picked up on David's take up of long distance running later in life in our Made To Move Minute Music this week is a song being officially released tomorrow by Reuben Gore And we have an appeal in the Adelaide Visa Council as well as a sticky situation for the Adelaide Fringe Ambassador, Julian Clary But we started with David Washington from InDaily with his midweek news wrap, Talk Of The Town Support the show: https://theadelaideshow.com.au/listen-or-download-the-podcast/adelaide-in-crowd/ See omnystudio.com/listener for privacy information.

The first in our percussion-heavy Wild Gems series, this episode is an exotic time travel odyssey taking place between 1959 to 2012, visiting tons of great moments in hard funk, psych rock and groovy Latin music along its journey. Selections hail from the international psychedelic continuum, and the exploitative proto-"world music" LPs of orchestrators like Martin Denny and Arthur Lyman, among other sources like Peruvian chicha and French soundtracks. Tracklist: Martin Denny - Temptation, John Hill - Amalthea, Ersen - Kozan Daği, Alessandro Alessandroni feat. I Cantori Moderni di Alessandroni - Spiagge Azzure, Sam Spence Orchestra - Wie Ein Blitz, The Wrecking Crew (as Christopher Monte) - Giants of Bombora, Atomic Forest - Obession ’77, Resonnance - O.K. Chicago, Adventure Time - Kick It, Gérard Levecque & Claude Romat - Grey Pepper (Africadelic In Safari Mood); (Montparnasse: Africadelic's the Name N° 2; with percussion by Black Colored Drums), M. Ashraf (feat. A. Nayyar) - Main Hoon Play Boy, Fred Weinberg - Big Fat Woman, Bharat Karki & Party - Dancing Rope, The Aay Jays - Lal Qalander Lal, The Son of P.M. - Azava Leela (Guaracha), Les Brown, Jr. - Drum’s Safari, Telegraph Avenue - Sungaligali, Lucía de La Cruz - Toro Mata, Marty Manning and His Orchesta - Night On Bald Mountain (from “The Twilight Zone”), Twistin’ Kings - Congo (Part 1), Dick Hyman & Mary Mayo - Imagination, Arthur Lyman - Jungle Fantasy, Jacques Loussier - Clara’s Jerk, Los Beltons - Cumbia Pop, Mandingo - Chant of the Virgins (Columbia: The Primeval Rhythm Of Life), Erkin Koray - Estarabim, Troupe Majidi - Essiniya, Aisha Kandisha’s Jarring Effects - El Mouka, Papete & Luís Lopes - Berimbalis, Manzanita y Su Conjunto - Serrano Con Orgullo

Americans tend to have a schizophrenic attitude toward vodka. On one hand, we expect it to be virtually without identifying odors or flavors of any sort; on the other, we like it to taste like whipped cream, bacon, or peanut butter and jelly. In the middle of this dynamic are two unusual vodkas from Australia, Bombora and Cooranbong. Both hail … Read more about this episode...