Marketers of Technology
00:11:14 · Andres Figuera, Scott Logan
[00:11:14] S1: I think it's MCP as well. [00:11:16] S0: The pool of data that we've connected our Claude to that, and I knew it would be beneficial. I just didn't realize how beneficial it was going to be. We have people on the product team. We... The sales team, myself. It's so much easier to be able to have an intelligent data analyzer skill or cloud coworker that has access to all your data and understands the data structure to be able to build out arguments, use cases, business cases, even content in such... In in a much more effective and fast way that I would say you absolutely should have that done and done on your team so that everyone has access to it and it frees up a lot of time for your operations person as well I found. [00:12:06] S1: No. I agree with that as well because being able to connect the AI to anything that you're using within your company, it just saves you so much time that you used to need before to scour through the data, to analyze it, to make sure. And now you just with one question, it just pops up and tells you, hey, it's right here. Look at this. And then you can make your decisions a lot faster. But another question I do have Scott as well is in regards to Wyllo, do you only offer services in The United States or do you do this around the world?
00:12:33 · Scott Logan, Andres Figuera
[00:12:33] S0: Primarily North America, but our customers do take us global. So we do have international customers, but we typically market here. In past lives, I have had an APAC team, a UK team, an EMEA team, and marketing is done a lot differently over there. It's much more relationship based, much more, much smaller territories, less competition. And so that's a lot longer, more robust sales enabled marketing rather than the hardcore demand gen. There's crazy competition. You got to spend a lot to be present. You have to run large scale campaigns with lots of people in them. In those other regions, every country basically acts as its own entity. And, like Germany and Italy are marketed to much differently than The UK and say Australia, New Zealand is very much like The US. So you just kinda have to take advice from your feet on the street in those regions on what works and what doesn't. Because if you just try and do the same thing in every region, you're not gonna get the same results that you get in The US. And you're gonna maybe upset your sales team. [00:13:51] S1: It's true. It's true. And... But you're not doing that you're not doing that with Wyllo right now. You're just marketing towards The US even though there may be customers that come to you guys that are from other countries. Right?
00:13:51 · Andres Figuera, Scott Logan
[00:13:51] S1: It's true. It's true. And... But you're not doing that you're not doing that with Wyllo right now. You're just marketing towards The US even though there may be customers that come to you guys that are from other countries. Right? [00:14:00] S0: Yeah. And customers will expand out. And so it's just kinda through that. But I would say in your biggest region... Regions, it's good to have a liaison there. That's like a dotted line to you even if they report to the general manager for the CEO of that region, just to make sure that you're connected and then they can feel supported in their way and handle those thing, the issues that come up in real time on their time. I've found that managing the marketing from The US, like specifically to Australia, New Zealand, that region or APAC is really difficult, especially with the different types of marketing needs to be done. And especially with how much feed on the street, small meetups in the pubs type of thing in Europe, that you also need to have someone there on the street to coordinate and block and tackle for all those things. [00:14:54] S1: Of course. Of course. And, Scott, in regards to whenever you do a campaign or you have a strategy that you wanna implement or that you wanna test out, What are the metrics that you pay attention to the most that really dictate for you if you should keep on trying or if you should just leave it at that and try something new?
00:15:12 · Scott Logan
[00:15:12] S0: So I obviously am looking at all what we call vanity metrics now just for campaign effectiveness, open rates, click rates, things like that. We found some issues with our email deliverability when we dove down into some of those nitty gritty campaign metrics, but I'll never report that past my team. That's just feedback for campaign effectiveness. I start everything with my reporting outside of marketing with the meeting set. So I track attribution of the original lead source, the converting lead source, and then all the campaigns that were involved in a person. So when opportunity gets created, we know what was the converting mechanism, what brought that to us in the very first place. And then along the sales cycle, they're gonna be involved in a lot of different things, whether it's downloading something from the website, going to a webinar, maybe you see him at a show, especially over an enterprise six to twelve month long or more sales cycle. You're gonna need to know what was happening along the way so you can say, hey, what brought the most names in? Because maybe LinkedIn ads or maybe some kind of content syndication or something that doesn't really convert at all are bringing the right people in. But then maybe your trade shows or your virtual events or your field events are actually converting them. You know what those converting mechanisms are and what topics there are. So when I do attribution, I really want to know where something originated from. I wanna know what converted it and I wanna know what steps happened along the way, along the sales cycle because enterprise deals will take six to twelve or more months longer. So if no one who's cycle ever attends a webinar, you should probably drop webinars even if you have a 100 registrants because no one from there is actually turning into a deal or touching those. So you're either on the wrong topic or your audiences are wrong. If content syndication and LinkedIn are bringing in a lot of net new names to your funnel, those traditionally channels aren't gonna convert. But if it's a really low cost of acquisition for that name, well, then you should still go for it. And then the converting mechanism is what gets overwritten and attached to the opportunity is this is what actually got us that meeting. And that's why I start at the meeting for the sales team.
00:17:35 · Scott Logan
So I know exactly which campaigns, which topics, which products and audience sets that we have, depending on how many SKUs you have and different audiences you have. What is actually getting us into that discovery call? And then once you know that, it flips to a... Say you start that at stage zero, it flips to a stage one opportunity, and the marketing dashboard will measure stage zero for market... For meeting set. So you can see what the conversions are. You can see what the no show rates are. You can see what the time between when a campaign happened and when that meeting happened. It's like time to meeting is what I call it. You get all that information. But when you transfer that up to a revenue dashboard or the sales dashboard, you're using all the same filter sales is, except you exclude stage zero. You never wanna put a stage zero meeting set into a pipeline dashboard because your sales team is gonna get murdered by your leadership saying, well, you have all these meetings. Where are those in the opportunities? A meeting to opportunity conversion rate like 50% plus is pretty good. So you don't wanna put those on the sales dashboard, but marketing needs to know what is actually driving the meetings that turns into pipeline. So that's why I start with the meeting when I start with my actual Salesforce or your CRM dashboard reporting.
00:18:58 · Andres Figuera
[00:18:58] S1: Okay. Understood. Wow. I like that distinction because you really are helping sales do it faster and make sure they convert as quickly as possible but with the proper preparation that they need in order to do their job well. And Scott now shifting the perspective a bit more into the future I know and I believe you mentioned that you've been at Wyllo only for two months now But what would you like to say that you were able to accomplish a year from now?