Latest / The Prompt / Ep. 568 | Driving 80% more deals: Hexagon’s ABM transformation with Demandbase

Transcript

Ep. 568 | Driving 80% more deals: Hexagon’s ABM transformation with Demandbase · The Prompt

• 0:01
  This is on base your one stop shop for solving your most
• 0:04
  pressing B to B go to market challenges.
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  Each week, host Chris Moody and Paul Gibson talk to sales and
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  marketing leaders to get you in depth insights and creative
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  strategies to set your revenue teams up for success.
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  Hey everyone, this episode with Brenna Self is going to cover
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  several amazing things. The biggest is the transition to
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  account based. Hexagon has done a phenomenal
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  job of ramping up account based in multiple business units.
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  So you'll hear that story about how they've gone from one group
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  using demand based to another and how that has impacted their
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  account based strategy, hits on sales and marketing alignment
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  and getting a ton of buy in there and also starting small.
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  So before we tackle global initiatives, how to start with
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  pilot and they increase their close on opportunities by 80%.
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  You're going to enjoy this episode.
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  Please reach out to Brenna. She has a call to action in the
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  episode too, but it's going to be a great one.
• 1:01
  Hey, everyone, welcome back to the home Based podcast.
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  I'm your host, Chris Moody, and today I'm very excited to have
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  Brenna Self with us. Not Brianna, to be very clear.
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  Brenna Self with us to discuss the ABM shift, how Hexagon
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  unlocked growth with demand base.
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  Brenna, thanks for joining us today and welcome to the show.
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  Thank you for having me. Awesome.
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  Well we're pumped, but we could have used the whole one hour
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  talking to each other and not hit record.
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  So that's really good. Hexagon is doing amazing things.
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  I know some of your Co workers, you're all really excited about
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  that and our starting point is usually about your journey.
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  So tell us a little bit about what led you to what you're
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  doing today. Yeah, yeah.
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  So I originally wanted to be a journalist, wanted to be a
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  writer, and then realized I was much more attracted to promoting
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  the paper rather than actually writing for the paper.
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  And the salary thing was a little kind of, you know, you
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  don't quite make as much money as I as I thought you would
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  being a writer. So post college worked at
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  agencies kind of did the agency world for a while, but really
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  quickly I gravitated to digital marketing for B to B clients.
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  I just found it so interesting being able to market kind of the
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  business to business side of things made websites and and
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  e-mail campaigns. I mean, this was 20 years ago,
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  you know, so it was a long time ago, but loved working on the
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  agency side and then had an opportunity to move to the
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  client side and really was able to own just the full kind of
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  long term strategy. And I just never looked back
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  that to me like, sorry, agency life.
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  I realized I didn't love it as much as I love really being on
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  the client side. So now have 20 years experience.
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  I'm running B to B global marketing campaigns.
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  I have built I think a nice track record of driving revenue
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  growth. Customer engagement really
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  centered around making data-driven decisions.
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  Huge data geek. I totally geek out on on all
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  things marketing analytics used to say, I feel like I am like an
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  explorer sifting through all the data and finding like that one
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  little nugget that sales is going to say, yes, that was it.
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  And you know, it's like the the silver bullet and we have the
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  perfect client now and you know, I just love the data.
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  So I also found that I kept getting put into positions where
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  there was just something going on.
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  So they wanted to enter a new market or I kind of do a whole
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  digital transformation or maybe shift industries.
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  So I really have become a strategic builder and more of
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  that like change agent. And that's what brought me to
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  Hexagon. So I worked for the safety
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  infrastructure and geospatial division of Hexagon and they
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  brought me on really just to bring marketing analytics.
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  So bring data to the marketing department.
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  They just weren't quite structured on KPI.
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  No one was really looking at like marketing attribution.
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  People were sending emails, never really even like looking
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  to see how they performed or who engaged or were their hard
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  balances. So I quickly kind of got to work
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  and working with the regions and the global marketing just to
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  shift that whole mindset to be more data-driven.
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  And we really did that. Like again, it took a little
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  time, but I can very safely say that everybody who works for the
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  Sigma, they think about the data and they really let data
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  influence their decisions when it comes to any sort of
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  strategy. We also introduce a multi touch
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  attribution model on our campaigns that all the regions
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  are using. And so this whole digital data
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  transformation, while that was going on, we also pioneered ABM.
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  So that was that was our big huge thing going on, lots and
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  lots of huge things, but shifting to data and then really
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  moving to a more ABM centric approach to things.
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  Awesome. Well, you don't sound busy at
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  all. I love that you're tackling big
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  initiatives. I always say that I have to have
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  adrenaline hits, and it sounds very similar when you describe
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  your background. Because if I don't have a big
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  complicated thing to solve or a massive problem to try to
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  understand and fix, my brain goes to grasses greener syndrome
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  a little bit. So I've learned over the years
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  to better settle myself and find those big challenges.
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  So I love that approach. I think the starting as a story
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  seller and wanting to be a writer and then there's almost a
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  sales mentality of hey, not going to make the money here,
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  I'd rather promote it and then data to prove it.
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  So a lot of great elements of account base that have come
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  through your personal experience.
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  I'm curious how those personal experiences have changed the way
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  you approach account based marketing and go to market
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  strategies, especially in a global organization.
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  You told me your first meeting was today at 7:00 or 7:30 in the
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  morning. Yeah.
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  Well, I mean, I would say I can't think of ABM without
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  thinking of like sales, right. And you mentioned that that
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  sales mentality. I'm very fortunate that my first
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  relationship with sales was just incredibly wonderful.
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  And I had sales mentors kind of from the very beginning that
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  took me under their wing, really partnered with marketing on a
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  mutual respect equal playing ground.
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  They came to me with problems and not with AI need flying Z
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  for a campaign or for a show or for you know, like I got a demo
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  I need for you to go do do this. It was always here is where we
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  want to go, like here is the goal.
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  What do you think? How can we get there?
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  And I see so many marketers become order takers, I would
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  say, and I hate that I still see it today because we really need
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  each other, you know, from a sales and marketing standpoint,
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  we need each other to grow the business.
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  So I think I have a much skewed experience because mine was
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  built on this wonderful mutual kind of trust and not everybody
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  else has that. But it also has helped me
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  identify then when, OK, like that relationship's not the
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  right one or that's a good relationship that I see with
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  sales and marketing, especially on the global side.
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  So being able to be on the global team, you're just able to
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  see so many different ways to go about marketing ways
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  relationships within the two. And then when you throw in ABM
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  and looking at the account side of things, every region is so
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  different and then also so similar.
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  So I have found that putting together a framework from an ABM
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  standpoint, getting together the framework and then working with
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  the regions on it has been the most successful just because
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  then they can't adapt it to local customs or different
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  languages or whatever's needed in that region.
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  ABM wise. Like we all kind of go about it
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  in the same way. There's just tweaks here and
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  there when it it comes to the accounts and the relationship
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  with sales. Yeah, totally.
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  That's the relationship with sales that makes me think about
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  the from to, and I love that you talked about starting sales is
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  great. They pulled you in.
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  Inevitably, there were some pain points that probably happened
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  between marketing and sales that you've worked to improve.
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  What were some of the bigger pain points that you saw in that
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  alignment? We won't even call it
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  misalignment just from going to being aligned to even moral.
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  What were some of the pain points that you observed?
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  And my experience that order taker thing is, is real.
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  What sales looks at you as a means to an end and not as a
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  true partner who can bring you valuable data and valuable
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  insights. And OK, your mentality is let's
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  do a webinar when hey, over here, there's so many other
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  possibilities of things that we can do.
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  Let's look at the bigger picture of things.
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  And so that's been an issue. I think the biggest thing that
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  I've seen and I and I saw it at Hexagon and it's one of the
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  things that that we've really worked on are the silos and just
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  basically sales and marketing just not talking at all.
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  So there's, there's just no relationship and that we are a
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  little bit different in that that we have, we do sellers and
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  and marketers. We don't really have any
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  middleman between the two. So if you want to know account
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  prioritization or what are they hearing in the industry or what
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  from an enterprise standpoint, which is our main business and
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  who are the big fish? Like what, what are they going
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  after? You can't just run a report in
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  sales force. You've got to go talk to sales.
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  You've got to have that relationship to be able to know
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  kind of what's going on. I've also found some of the
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  pitfalls mentioned of Salesforce having regional marketers.
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  Just let me just run a report and see what opportunities.
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  All right, there's my account list.
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  I'll go run ads to them. Done like well that opportunity
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  was put in five years ago and don't really exist or that
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  opportunity is not even in Salesforce because I'm going to
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  put it in tomorrow and close it the next day.
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  So you just can't quite trust the data and I'm sure that that
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  is not a hot take of our Salesforce data is bad.
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  That's I think everybody can feel that if you're in marketing
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  OPS or anything Rev OPS, it's Salesforce data.
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  But the silos have got to come down.
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  That's I mean, if you're going to do any sort of successful ABM
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  or anything from a go to market strategy, you got to work
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  together. We need each other symbiotic,
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  right? So the silos to me has been the
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  biggest issue. And then you know, if you can
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  get them talking, OK, they're treat you like an order taker,
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  at least they're talking to you like we can work on that.
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  That can be the start. I totally agree with that.
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  I mean, to your point, not a hot take to say we should talk more,
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  but right across hundreds of accounts as an analyst too,
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  that's always my first step. I actually have productive
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  meetings together, talk about the right things.
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  I'm curious as a great demand based customer, literally, you
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  know, one of kind of, let's call it steering committee right here
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  in a lot of coal circles using demand base, yeah, transitioning
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  to demand base. How did that serve as a catalyst
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  to reframe your go to market strategy around account based?
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  Yeah. So we used Terminus really to
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  run ads like we were running adds to accounts like targeting
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  accounts and that's all it was. That is not ABM, it's a tactic.
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  So we weren't doing true ABM and we knew it.
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  We knew it. We knew that that Terminus was
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  kind of a dip our toe in to things and we quickly outgrew
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  it. We heard about Demand Base from
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  our fantastic colleagues at Ali, the other Hexagon divisions and
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  in talking with them and running some pilots with them, we found
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  a true partner. And it really was the catalyst
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  to be able to shift to a more ABM centric approach and kind of
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  everything we do with our go to market strategy.
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  And we needed a platform that could be our GTM foundation, but
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  we also needed one that we could scale because with Terminus, we
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  just, we didn't have that. And if say with Demand Base like
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  you turn it on day one, you're just overloaded.
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  There's just, there's so much, it's overwhelming.
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  There's so much positive, there's so much data.
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  And as somebody who loves data, I just, I love demand base from
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  day one. I love being able to say that
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  account went to that website and then served that up on a silver
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  platter to my sellers. But it was just such a game
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  changer for us to be able to get those account insights to really
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  to just have a place, have one place where we can get all the
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  data and really see what's going on in our business, be able to
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  see how we are impacting opportunities, how we're
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  impacting revenue. Are the, you know, like who's
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  really in pipeline? What are the accounts doing?
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  It provided so much information that impacted the marketers and
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  then bigger side, it's forge the relationship that that, and I
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  saw some broken relationships with sales and marketing.
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  It really forged that bridge between the two departments to
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  be able to talk because if you've got some, you've got some
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  data to show them. And it's, it's a fact.
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  Like it's not like I'm making up that this account was on the
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  website. I mean, I can show you, you
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  can't refute that. And and it becomes such a much
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  more interesting conversation having all of those account
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  activities in one spot and then connecting it to sales floors.
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  It just opened our eyes to all the possibilities that we could
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  do from to shift more to that ABN focus.
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  I love that. One of the big things that we
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  stressed both at Topo and Gartner was to start with the
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  right group and account base and then expand from there.
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  So create more of a poll strategy than to push.
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  And I know that you started with a North America pilot program.
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  So a couple things on that. I'm going to spoil your results
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  because this is important. We'll pull this first social
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  clip, I'm sure, but I'd love to understand why starting with a
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  pilot versus starting global was such an important step.
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  And then the factors that you think contributed most to the
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  success. And here's the part on success
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  for everyone. 53% increase in website visits and an 80% rise
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  and closed one opportunities. Yes, 8 zero, 80% rise.
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  So tell us more about why the pilot was the right move and
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  what the biggest factors of success were.
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  Yes, that what I said about demand base where it's like so
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  overwhelming to try to go global like boiling the ocean.
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  We do just, you know, like there were silos in the sales and
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  marketing world and you can't fix them all in one, one fell
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  swoop. So we knew we, we needed to
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  start small and we knew we needed to start in a pilot
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  project. And we chose North America
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  really for a few different reasons.
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  I think the first get this out of the way, the sales team and
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  the marketing team in North America are fantastic.
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  They're both just incredible people, so smart, so
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  intelligent. There were some, you know, I
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  think some communication issues, but two very productive and
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  wonderful teams. So we saw a lot of opportunity
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  there. We also had a ton of executive
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  support in North America. So we had some leaders who were
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  championing on digital marketing, who were championing
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  switching more to that ABM. So to have that support, you
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  know, trickles down. We knew that that was going to
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  help. There was also, so I, I
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  mentioned that fantastic marketing leader, her name is
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  Maureen Mack. She is another reason why we
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  chose North America because during COVID, when their biggest
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  lead generator trade shows was not available, she shifted more
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  to like webinars and e-mail marketing and quickly realized,
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  my goodness, our database is trash.
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  So she made a mission of cleaning up the data.
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  So we knew that OK, North America, great salespeople,
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  great marketing people got executive support, have good
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  data, surprisingly enough. I mean, I, I think that a clean
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  database is just wonderful English, you know, I mean, North
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  America, we don't have to quite worry about all the different
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  languages. Also not as much legal
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  requirements from AGDPR perspective.
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  So, so that was nice. We knew that that that was just
• 16:58
  kind of setting us up for success.
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  So that's the area we first looked into when we onboarded
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  demand base. I was working on sinking
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  Salesforce, adding the intent data, you know, creating the
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  buyer journey. I'm making sure accounts
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  matched, really looking at the data that was starting to flow
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  in. That was really the kind of
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  cemented at all was because I could quickly see some immediate
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  wind when it came to and all right, we closed this
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  opportunity last year and hey, I can now see in the data that
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  account really surged during certain sales points.
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  So I could take this example and go show it to sales.
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  So I had a way to get my foot in the door while I was, you know,
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  kind of getting everything set up on a demand based standpoint.
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  I had Marine starting all those conversations at the time, like
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  brain was still fairly new. So it was a perfect time for her
• 17:54
  to really start bridging that gap.
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  So I was feeding her data. She was going to sales starting
• 18:01
  those conversations about getting a better sense of what
• 18:05
  is our ICP, what are the the right buying groups within those
• 18:09
  priority accounts and really getting all of that information
• 18:13
  that that we need to power than demand base and power kind of
• 18:16
  our whole ABM strategy. All of that kind of happening at
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  the same time really set the stage for us kind of jumping
• 18:25
  into ABM. We started small.
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  The Intel she was getting. We were running just kind of
• 18:30
  like someone to one ads, someone to many.
• 18:33
  We were being very nimble and kind of like shifting
• 18:36
  accordingly just because this is all still fairly new for us and
• 18:39
  looking at all of this data coming in.
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  I also had another fantastic marketer, Mallory Hildebrand,
• 18:47
  who is like our ad whisperer. She is fantastic and data and
• 18:51
  and demand based ads and works with Debbie and demand based
• 18:54
  shout out to Debbie. But she was getting so good at
• 18:57
  knowing kind of when to change creative and making sure that,
• 19:00
  you know, are we laying on the right job titles?
• 19:03
  And there was just a lot of trial and error that we could
• 19:06
  not have done in a global sense. Because the other thing going on
• 19:10
  that I mean, I think that I've got to mention demand base and
• 19:13
  ABM was like 15% of our job. So Mallory was looking at all
• 19:19
  global campaigns and all global events.
• 19:21
  Marine was running the entire North America marketing.
• 19:25
  I had websites and SEO and martech and marketing automation
• 19:30
  and I'm all legion. I'm so we were all wearing so
• 19:35
  many different hats. We knew ABM was where we needed
• 19:40
  to shift to it just we had to make it a priority, right?
• 19:43
  Like we had to somehow find the time for it.
• 19:47
  So that's kind of another reason why we had to start small
• 19:50
  because there were just, there's no way we were going to be able
• 19:53
  to, you know, start running all these ABM campaigns in
• 19:56
  Australia, Germany, Brazil, with all the different languages and
• 20:00
  all the different cultural differences started small in
• 20:04
  North America. And it really did well.
• 20:06
  It really did well. Yeah, your statement of the
• 20:09
  year, come on Brandon, you had to own that market, your
• 20:12
  marketing there. 80% increase is insane and close on
• 20:17
  opportunities. I love that incredible job.
• 20:20
  You gave great advice there for the folks who may be hesitant or
• 20:24
  struggle about switching to account based.
• 20:27
  So you can expand on that in this next question too if you
• 20:30
  want. One thing that I do like you
• 20:32
  calling attention to, there were two key factors when we
• 20:35
  benchmarked this at Topo for success of account base.
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  And number one was how well aligned marketing and sales
• 20:42
  were, which we've talked about and #2 was a dedicated account
• 20:47
  based leader. So even if it's a shared
• 20:49
  responsibility, someone who is championing the calls, starting
• 20:53
  small, building the right consensus.
• 20:55
  So check, check there. I think that was awesome.
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  The question I have building on that is how can leaders
• 21:03
  effectively communicate and demonstrate the value of account
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  based marketing to internal stakeholders, especially sales
• 21:10
  because we know it could take a while to get to that increase in
• 21:13
  close one deals. Bringing on demand base, right,
• 21:16
  Sorry. I mean, I mean, I'm not going to
• 21:18
  lie, like Demand Base really did change the game for us because
• 21:22
  how you can do that data data all day long when we shifted.
• 21:27
  But like I said, we started small.
• 21:29
  We weren't throwing spaghetti against the wall anymore.
• 21:31
  We were super hyper focused on these very specific accounts.
• 21:35
  We were building dedicated landing pages and a whole kind
• 21:39
  of personalized experience with nurture and then with the ads
• 21:43
  and we also brought in LinkedIn. And so, you know, there was just
• 21:46
  we were creating content specifically for this account
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  where they're at within the buying journey.
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  We couldn't scale it quite yet, but we were really hyper
• 21:55
  focused, focused on this. And like you said, we had to
• 21:58
  champion it. And if you don't have that
• 22:00
  dedicated person kind of pushing, then it's it's not
• 22:03
  going to nothing is going to happen.
• 22:05
  I'm so so we did this and then we started getting in the data,
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  right. What I saw in demand base,
• 22:13
  besides like all the wonderful marketing things, I saw a sales
• 22:17
  like goldmine because there's so much important information for
• 22:22
  them to have and we can serve it up to them on the silver
• 22:26
  platter. So what I was doing kind of in
• 22:29
  the background as Valerie and Marine, we're, we're, we're
• 22:33
  getting everything set up on the ads and the landing pages and
• 22:36
  talking with sales. I was learning the best way to
• 22:39
  onboard them to demand base. So there was some trial, brought
• 22:44
  in a group, group training did not quite work, started doing
• 22:48
  one-on-one, found huge success in that.
• 22:50
  So we were given kind of a debt from demand base on how to
• 22:54
  onboard sales. I kind of threw it out the
• 22:56
  window. It was great.
• 22:57
  There were a couple of like great slides, but then I had to
• 23:00
  change it for my audience. So with sales, you know, they're
• 23:04
  like what's in it for me. And so I personalized every
• 23:08
  single training so that they only solved their accounts.
• 23:11
  They only solved their data and looking at it will like, what do
• 23:16
  you see in Salesforce under that demand base tab?
• 23:19
  Why should you even go looking at it?
• 23:20
  What's in it for you? I am.
• 23:23
  And so to be able to serve up to them that data, that's when
• 23:26
  they're like, oh, that's great. And then setting up weekly
• 23:29
  reports that they are emailed all of this, just getting all of
• 23:33
  that data automated to rolling out to them without them having
• 23:37
  to do anything. Now I've got sales guys that
• 23:40
  will look at their report that's emailed to them and that's it.
• 23:43
  That's great. We have like an over 90% open
• 23:46
  rate on. We have over 100 sales people
• 23:49
  and now using it, it's now it's, you know, wonderful to see that
• 23:53
  that attribution or that adoption, but it's just them
• 23:56
  using data and knowing it was coming from marketing.
• 24:00
  So then that sets Marine up for success.
• 24:03
  We now have weekly pipeline meetings with sales and
• 24:06
  marketing where we talk about, OK, what are we not looking at,
• 24:10
  right? Like what accounts aren't in our
• 24:11
  sales force? What are are we seeing through
• 24:14
  AI or through, you know, like like whatever we've got in
• 24:17
  demand base, what are those new things coming up?
• 24:19
  We could have never had those conversations prior to this.
• 24:23
  Data was big, data was big in terms of getting kind of
• 24:27
  broadcasting this out and getting sales to latch on to it.
• 24:31
  The other thing, and I mentioned it previously, we had fantastic
• 24:33
  executive support. So we were meeting with
• 24:36
  executives every month showing exactly what was going on and we
• 24:41
  didn't shy away from the hard conversations, but we also
• 24:43
  really celebrated our wins and they talked.
• 24:47
  So then I mean quickly North America jumped over to EMEA,
• 24:51
  jumped over to APEC, jumped over a lat ham.
• 24:53
  And so it was great and it kind of like naturally scaled, but
• 24:58
  having those champions like, I don't know if we could have done
• 25:02
  it without them. It's always great to have the
• 25:04
  Champions and then you build such strong relationships in
• 25:07
  that process too. What is the single biggest
• 25:11
  lesson or surprise that came from rolling out the ABM
• 25:14
  strategy globally? That's a good question because
• 25:17
  there's so many. There is so many.
• 25:20
  I'm surprised at how similar some things are just because I
• 25:25
  mean, like I know globally, like there's a lot of things that are
• 25:27
  very different, like in Germany compared to like Tennessee,
• 25:31
  which is where I'm from. But there's also a lot of
• 25:33
  similarities. If you've got a hungry sales guy
• 25:36
  in Germany, he's going to care about that data.
• 25:38
  So I've got a hungry salesperson in Tennessee.
• 25:42
  They're going to care about that data.
• 25:44
  So the framework really could be lifted and used throughout the
• 25:48
  globe. So it was definitely nice to see
• 25:50
  that things translated. We didn't have to completely
• 25:52
  rebuild a program and we could take a lot of pieces, a lot of
• 25:56
  the successes from North America and leverage it.
• 25:59
  But then also there were a lot of things different sales is
• 26:03
  structured differently. I will say that because of that
• 26:07
  different structure, it can be very challenging on the
• 26:09
  marketers. And so I really had to list,
• 26:13
  listen to what those field marketers were telling me
• 26:16
  because if they don't adopt to it.
• 26:17
  So like even if I have a hungry sales guy in Germany, if the
• 26:21
  marketers really aren't talking with him or aren't building
• 26:24
  campaigns with him and we're not going to have that cohesiveness,
• 26:28
  then we're not going to see the 80%, right, because he'll have
• 26:31
  no marketing backing. So I found that I had some
• 26:35
  champions and sales and I had to really work on the marketing
• 26:39
  side of things. But then once everybody kind of
• 26:41
  got on the same page wonderfulness like we're seeing
• 26:45
  huge increases in account engagement, which is then help
• 26:49
  building pipeline and then we're starting to see those
• 26:51
  opportunities close, which you know yay for marketing
• 26:54
  attribution. Awesome.
• 26:55
  Well, we have a few quick hitters.
• 26:57
  You've covered a ton today. I feel you've given us an
• 27:00
  outline for how to start with the pilot and how to build
• 27:03
  alignment and how you've done this internally and
• 27:05
  transitioning to demand base. Lots of great things where I'm
• 27:08
  seeing green checks across the board in my head.
• 27:10
  If I'm thinking of the agenda for us to hit today, the first
• 27:13
  one, this is a big question, but we're going to try to keep it 30
• 27:17
  seconds or less. So just a quick punchy mic drop
• 27:20
  answer. How is AI going to change
• 27:22
  account based go to market? Clean your data, Clean your
• 27:26
  data. There is no excuse not to have
• 27:29
  clean data because AI will help you.
• 27:31
  And there's I've got a fantastic deck on it.
• 27:33
  Reach out to me. All right, sweet.
• 27:35
  There's your call to action. I will say with AI as someone
• 27:38
  sent me last night, this is a news story and the B2B speaker
• 27:42
  space of a company that went under and they sent this awesome
• 27:46
  podcast and it was 18 minutes and I listened to it and then
• 27:49
  they told me that it was a Google Notebook LLM that did the
• 27:53
  whole podcast. They just sent the article and I
• 27:56
  mean, it was one of the we were all talking amongst ourselves.
• 27:59
  It was my fantasy football group of speakers.
• 28:02
  And then I'm just going like, goodness, how do I that's.
• 28:05
  Crazy. I'll send it to.
• 28:07
  You that's cool. That's.
• 28:08
  Cool. So message me if you want to get
• 28:10
  that one. There you go.
• 28:11
  OK. What is the biggest challenge in
• 28:13
  B2B sales today? Talk with your marketing people
• 28:16
  aligned with marketing. Don't just shout orders at them.
• 28:19
  Love it, partner with them. All right.
• 28:21
  What are your favorite tools and technology that you're using
• 28:24
  today? Demand base.
• 28:26
  Checks in the middle. I will say what's been fantastic
• 28:29
  and what's new is more technology that is on like our
• 28:34
  industry and sales. So we're branching out more on
• 28:38
  technology that's technically more tech, but it's specifically
• 28:41
  helping sales. So like consensus is fantastic.
• 28:43
  And then we've got this new one that is providing us a ton of
• 28:47
  insight that we're connecting with demand base and and sales
• 28:50
  is loving it. I don't want to mention its
• 28:52
  name, but it's been great. Just look and see what what kind
• 28:54
  of technology you've got specific specifically for your
• 28:56
  industry because there's a lot of hot stuff popping up.
• 28:59
  Outstanding. What about good reads?
• 29:01
  We're really generous with reads too.
• 29:03
  This could be book, blog, newsletter, podcast, video, any
• 29:06
  content format. But what are some of your
• 29:08
  favorites? Yeah, Neil Patel.
• 29:10
  I'm like super high on Neil Patel right now Love everything
• 29:13
  that I mean he sends me like 5000 emails a week, but I still
• 29:15
  like I'll read them all. I love him and he's just had
• 29:17
  such a great viewpoint on AI and SEO.
• 29:20
  I also have been really big on like a marketing OPS, Rev OPS
• 29:24
  kind of world. So like Sarah McNamara and Daryl
• 29:29
  Alfonso, fantastic newsletters. I feel like I keep every single
• 29:34
  one of them to go back and look at.
• 29:37
  So and really it was like LinkedIn recommended.
• 29:40
  So I'm finding all these like fantastic voices through
• 29:42
  LinkedIn, which is really great. Awesome.
• 29:45
  This. You hit a couple already.
• 29:47
  I like to ask about good people and it could be the same.
• 29:49
  You could hit Neil and Sarah, whoever.
• 29:52
  But who are the folks who inspire you in B to B?
• 29:54
  Exact same. Well yes, love always of them,
• 29:56
  but I will be remiss if I don't talk about my own colleagues
• 30:00
  Mallory Hildebrandt and Marie and Mack.
• 30:03
  They were my shining stars. They've got such a fantastic
• 30:06
  viewpoint on ABM and really could think we couldn't have had
• 30:09
  this success without them, so I recommend them.
• 30:11
  Awesome. Well you have teased this deck
• 30:14
  that everyone should reach out to you for.
• 30:16
  So the most important question of all, how can everyone get in
• 30:19
  touch with you after this episode?
• 30:21
  Find me on LinkedIn. Right.
• 30:22
  Well, it was awesome. Brenna, thanks so much for
• 30:25
  joining us today. Thank you.
• 30:28
  Thanks for joining us for On Base.
• 30:30
  If you enjoyed this episode, please be sure to share, rate,
• 30:33
  review and subscribe on Spotify, Apple, YouTube, or wherever you
• 30:37
  get your podcasts. This show is brought to you by
• 30:39
  Demand Base, the only account based experience platform built
• 30:42
  for sales and marketing alignment.