Marketers of Technology
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?
00:19:22 · Scott Logan
[00:19:22] S0: That we have a well known presence and our industry knows about us through a combination of really optimizing our AEO and getting cited. And once you're able to get cited, then you're able to get recommended. And then measuring that against your web traffic to see if you've increased your web traffic and measuring that also against your demo conversions on the website. Are you driving more traffic but no more demos? Or are you driving more traffic and conversions of your demo requests are going up? And then do those demo requests show up? So if all those are good, then you can dive down again and see about the... Is it the right audience? Because I've had a situation where that all goes smoothly, but the companies are actually too small because the wrong companies are searching for you. So you need to change your content. So I wanna make sure that is solid. I wanna make sure that we're also involved in the organizations that have the highest concentration of our ICP. So do we just want to flood the market with every organization that people get involved with and sponsor shows with and sponsor contacts with? When you're at an early stage series A, series B, I feel like you should focus on the ones that have the highest density of your exact ICP that has the highest amount of engagement. And typically those aren't the event organizations. Those are organizations that focus on your industry's content and they also have events. If you're a big enterprise company, absolutely be everywhere because you typically have the budget for it. And so... And you have a team to support it. So that... Those are the two things I wanna get done. And then if those two things happen and you're able to build very niche ABM campaigns and identify which which tactics work well for you and which convert well and which bringing the most people that are... That convert well, your revenue will go up, your pipeline will go up. And then once you get those numbers to go up, don't forget about the conversion rates. I wanna make sure that my closed win rates and my stage to stage conversion rates are also trending up. Because if you're increasing the volume and your conversion rates stay the same, that's still winning. But you win even better if you can shorten that sales cycle and you can increase your volume. So that's more so for the enterprise folks.
00:21:48 · Scott Logan, Andres Figuera
When I've been in enterprise organizations, they already have a demand gen engine. They're already well known in the market. You already are the thought leader. Keep that going. Optimize it. Drop the things that aren't working. But then you can really double down and focus on your conversion rates and you're shortening the sales cycle. [00:22:09] S1: I love that, man. No, and after hearing you speak and how you think about the stuff and how logical you are with your approach towards the generating demand, I have no doubt that you'll be able to achieve that in less than a year, Scott. It is a no brainer on my side. But with that said, I did wanna ask you one final question before we do close-up the show since I'm noticing we're almost at time. And that is Scott, if there are any ecommerce merchants that are listening to us or anybody who is interested in what Wyllo is offering and they just want to speak further, book a demo or see if it's a proper fit for what they need, what would be the best way for them to contact you guys? [00:22:44] S0: Yeah. The best way would just to go to willow.aiwwyllo.ai and look around, you see we're gonna launch a a new website here in q one of twenty seven, so you'll have even more robust information. But go ahead and fill out a contact us form, see a demo. We have a policy scanner tool you can use, All sorts of resources on the site and we'd be happy to walk you through any of those or even do a free audit for you.