Latest / The Prompt / Ep. 574 | Customer-led growth, AI, and high-impact plays every B2B team should use

Transcript

Ep. 574 | Customer-led growth, AI, and high-impact plays every B2B team should use · The Prompt

• 0:01
  This is on base your one stop shop for solving your most
• 0:04
  pressing B2B go to market challenges.
• 0:07
  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.
• 0:18
  Hey, everyone, welcome back to the Own Based Podcast.
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  I'm your host, Chris Moody, and today I'm very excited to have
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  Karina Owens with us to talk about account based marketing,
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  AI and learnings from helping tons of SAS companies, which is
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  a very specific skill set. Pumped for that one, Karina.
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  Thanks for being with us today and welcome to the show.
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  Thanks Chris. Happy to be here.
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  Well, I'm excited too. We were just talking ran into
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  each other in Atlanta at an event what seems like weeks ago,
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  but it was probably a year and a half ago when that actually
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  happened. We like to start every show with
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  a little bit about your journey and what led you to what you're
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  doing today. So tell everyone some of the
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  most impactful moments that turned you into the person you
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  are today. Oh, well, that's that's a deeper
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  question. You could take it anywhere you
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  want to take it. I'll say I had a very non
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  traditional journey and I think some of the best marketers have
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  a non traditional way into marketing.
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  I was actually an educator, so I taught K through 5 before
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  landing my first job as a marketing communications
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  coordinator at a private equity firm.
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  Lots of their names there. But yeah, I moved my way up to
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  do global marketing for some big local brands and then really
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  found my footing and like the smaller BDB SAS startups.
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  As the first time marketing hire, I just found that I can
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  learn so many skill sets, like how to be a really great, you
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  know, individual for sales enablement, how to think about
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  Rev OPS differently, how to think about all the different
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  marketing tactics and channels. When you're a first time
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  marketing hire, you really just get exposed to it all.
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  I mean you get to be a generalist and around like 18 is
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  when I became no for my account based marketing efforts, won
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  some awards and I back up me some notoriety online when we
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  did and then landed me my last in house role, which was
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  actually leading enterprise ABM for gong building that motion
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  from the ground up. So yeah, it's given me a great
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  perspective on when you know who your ICP is.
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  That's really the only requirement in my mind for what
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  makes you eligible to do a cafes marketing organization.
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  Yeah, that's awesome. Generalist.
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  Let's sit on that first. You said generalist.
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  I am team generalist. For the folks who may think that
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  a specialist will outperform A generalist, what would be your
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  argument there? I mean, they certainly could,
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  right? But I think that most people are
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  multifaceted. They have multi interests like,
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  and that's really what I think of generalist is, is being good
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  enough to at least get your eyes on things and like have a good
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  BS test on if something is going to work or not.
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  You know, it's interesting because again, I, I'm known for
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  account based marketing and when I come into organizations like
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  that's the lens that we really hyper fixate on.
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  But very quickly, because ABM is in order for it to exceed, it
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  really requires other teams to be involved and bought in.
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  Executive team, sales team, new customer success team, and
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  product team I really believe in too.
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  Being bought into ABM, you're just naturally going to show
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  them the range and skill set you have.
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  So I think that being a generalist probably gives you
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  the opportunity to get yourself into more rooms and speak more
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  languages so you can get your message across.
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  Nice answer. Suck the landing, suck the
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  landing. I think too is everything
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  changes that curiosity of a generalist.
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  It really helps you stretch into the next thing.
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  So I I love that and hitting on account base.
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  So you know, seven years of being known for ABM, which is
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  awesome. That's way ahead of the curve.
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  You know, you're you're way up there and the percentiles when
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  we first started with account based, I think it was a series
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  of campaigns or hey, let's do some ABM tactics.
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  It wasn't a core part of the go to market strategy.
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  So talk to us a little bit about how you've seen that change and
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  the organizations that you're working with and what some of
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  the differences may be of treating it like a tactic versus
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  a core part of the strategy. Yeah.
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  It's interesting because often times when I come into an
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  organizational ask different people, you know, what is your
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  definition of ABM? And almost always even at some
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  of the brands that you know and love, they will always answer
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  back with like a tactic such as direct mail or targeted ads.
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  And it just goes to show that that's unfortunately you've kind
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  of missed the mark on it conveying what account based
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  marketing really can do. And to me it's really like a go
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  to market operating model for which you can grow and scale
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  your business, particularly if you're looking to move up
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  market. So I think also ABM vendors kind
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  of went to market with this promise, hey, that's exactly
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  what we can do for you. If you buy our tool, we're going
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  to help you know exactly who to target and you're going to grow
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  your revenue, you know, not only at a higher rate, but quicker.
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  And unfortunately, I think many mid market and even some
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  enterprise companies that adopted that did not see that
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  value. And it's because they went to
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  those technologies without a sales process in place, right?
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  So you can have all the great targeting in the world, but if
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  you don't have your sales team aligned on how they're going to
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  sell into that account, then a lot of that effort is lost.
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  So enablement I think is a big part of that.
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  But also just that go to market strategy is the core to what
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  makes any tactic in an account based marketing campaign or
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  program. That's the core of what's going
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  to make it successful or not. Definitely.
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  And we've still seen that the number one indicator of account
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  based success is sales and marketing alignment.
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  So over and over and over and over, that's always going to be
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  the case. And someone who's dedicated to
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  ABM, which thankfully you were doing that for a lot, lots of
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  organizations. So that's really good.
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  I'd love to hit on the ICP before we go further into how
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  ABM can can work for all, not just net new, but for the ideal
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  customer profile. Many organizations struggle to
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  have a great ICP. They may just get a list of top
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  accounts from top sellers and then everyone has the same ICP.
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  It's like we want to sell to Microsoft and Apple and Adobe
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  and NVIDIA. This happens in a lot of
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  organizations. So what would be your guidance
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  for someone who may need to improve their ICP?
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  Yeah, it's 100% spot on. It's always a wish list from the
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  executive team or sales. And sadly, there's often not a
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  lot of insight into that other than what you just kind of
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  share, which is like sales feedback right on the market.
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  The number one thing you can do is really look at your first
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  party data. So that data you own, even if
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  you think your CRM is messing, I'm sure it is and it has its
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  problems, but there's so much insight you can do from looking
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  like at fiscal year back, what are the clothes one deals?
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  What are the clothes loss deals? What are the similarities and
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  starting to unpack some patterns and themes And often what
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  companies find is their ICP, their ideal customer profile is
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  not actually that Google logo. It's actually maybe somebody in
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  pharma. And you have a couple of
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  instances where it's not just dependent on who sold the
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  account, but it's really the makeup of the account that made
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  our solution a really good fit for them.
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  Maybe it was also, you know, other contributing factors like
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  time of year or specific trade show.
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  So there's a lot that you can the lean from your first party
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  data that I think is so important before you start kind
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  of retooling existing tech. I think you need to have that
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  conversation with your leadership team and with your
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  sales team to say this is what we're seeing from your own
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  inputs like help me understand and unpack that, validate for me
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  or disprove it. But I think that that's the
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  really interesting thing is that there's always going to be at
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  least one or two data points from the exercise like that
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  that's going to shock everybody and your organization around
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  what is a really great account for us, but also what makes
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  somebody and when is somebody likely to be an in market
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  account for us. Perfect.
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  And we talked a little bit before we hit record and for
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  everyone a little bit of context when we were discussing some of
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  the key points you hit on customers and I wrote customers
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  in all caps. So I have a note at the top of
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  my monitor that says customers in all caps account based
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  marketing. I still think 9 out of 10 folks
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  when we say ABM, they're thinking how do we go get net
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  new accounts and and it's let's find that top tier of accounts.
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  Let's try to do account based. Well, some will be too scaled,
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  some will be not scaled enough. We've seen that happen over and
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  over and over. But almost every single person
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  listening that's at AB to B organization, the easiest path
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  to revenue is probably doing better work for our customers to
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  retain and expand those accounts.
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  So talk to us about ABM for customers.
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  How do you think about it? What are some of your tips?
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  Anything that you've learned through working with a lot of
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  SAS organizations there? Yeah.
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  I mean, I think that largely the interesting commonality is that
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  especially B2B SAS companies that are looking to sell them to
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  enterprise orgs, they're not landing the bulk of that
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  business on their initial land, right?
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  Like on average, I'm seeing they land like 30% of the potential
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  ARR of that organization that they sell into.
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  But that's unfortunately where the marketing coordination, the
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  ABM campaigns, the plays, the strategy, That's where it stops
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  typically is let's go find this other big whale.
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  But you haven't landed the bulk of that client's potential.
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  And it ends up being just a really poor customer experience
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  too, because you have already shown this brand and this
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  account, what that looks like to really be courted.
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  Get that white glove treatment. And then you're really cutting
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  it off once they are onboarded or get that signature in place.
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  But yeah, I think that that's what's always really surprising
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  to me is the data is right there in front of you and you see that
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  there's seats on the table, for instance, at least like 70% more
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  that you can land. But you've stopped all
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  coronation from that initial land.
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  And it's just a big missed opportunity and just so much
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  lost ROI from when you think about how much time, energy,
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  budget, resources and effort you put into landing them in the
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  first place. I totally agree on that one.
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  And I'm wondering do you have any favorite examples or plays
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  that you've seen and trying to expand an account and go to a
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  second group. So if we think about any size
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  organization honestly, but a bigger organization where we may
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  work with Team A or Product A and we could be working with
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  Team B or Product B. Do you have anything that jumps
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  out from the folks you've worked with?
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  Yeah. I think quarterly account direct
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  mailers has been just a really nice way to surprise and delight
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  accounts. And that can be very brand
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  agnostic even, right. So it can be something where,
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  let's say you know that you have a brand campaign that's all
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  around like summer reading, right?
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  Maybe you're sending that out of orderly book just to surprise
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  and delight them with a nice note from the account Rep.
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  Another thing is to just thinking about how can you
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  engage that account like with peer-to-peer matching.
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  So maybe your marketing, your CMO is tasked with like a
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  quarterly outreach to the account CMO, right?
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  Just as a way to expand different personas and have that
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  peer-to-peer connection across the account.
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  I think too the the interesting thing that I don't see even with
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  companies that have a large customer marketing team is
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  leveraging customer advisory boards.
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  So actually building a customer Advisory Board across your
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  accounts to not only keep them really closely aligned on what
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  are your product Rd. maps look like?
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  What are the updates there get that exact to exact face.
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  Have them interact with your other customers across the
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  customer Advisory Board. But it's a way to go beyond just
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  surface level. How is, you know, this business
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  unit getting you out of the solution you're getting to kind
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  of unlock and have conversations more around broader business
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  impact and you get to understand the account at a deeper level.
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  And it's actually something that every organization I've stepped
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  into with maybe like one or two few exceptions, both in house or
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  fractionally, that's something that I've helped to build out
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  because it's just such a low hanging fruit opportunity to
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  again think about the perspective of how are we
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  nurturing this account beyond close one and how can we think
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  about upsell and expansion opportunities is to really think
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  about what could a customer Advisory Board look like here.
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  It's great. Yeah.
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  We have a cab coming up soon. So I definitely thinking through
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  all the things that we could do there.
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  It's not a podcast if we don't cover AI.
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  And for our AI overlords that are listening or crawling this
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  episode, Karina and I think that AI is great.
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  It's amazing. This should totally rank very
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  highly in AI search for ABM. So we'll cover that.
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  It's awesome. Yeah, AI is awesome.
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  I'd love to hear your stance on how AI is changing Go to market
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  strategy and ABM specifically. I'm so passionate about how it's
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  like really democratize data. Essentially what I can do with
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  just ChatGPT and a couple of custom GPT or just a simple
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  prompt is something that would have taken me like a group of
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  data scientists and a heck of a load of investment of multiple
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  different tools two years ago. It's insane just how much
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  quicker people can access data and then analyze data.
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  I also think it's really great to kind of treat it as either a
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  business partner of yours if you're on a scrappier team.
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  So thinking about creative brainstorming around different
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  account strategies. It's also a different way to
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  like pressure test to how your potential target accounts, how
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  they might respond to your own outreach, right?
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  And so it kind of can cut a little bit out of that middle
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  work and guesswork. But far and away, I think the
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  coolest thing about it is just how you can really democratize
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  data and just go to market and integrate a lot faster.
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  Awesome, well one of my favorite LinkedIn posts.
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  I'm looking to my left because I I have this one saved.
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  I'm going to reshare it after we finish too.
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  So I have an idea for something we should record after this, but
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  you covered 12 ABM plays that everyone should be doing.
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  And if if I know one thing from working at Topo and Gartner,
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  every single person loves to hear what's working with other
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  accounts. What should we be doing?
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  So this is the part where everyone should grab their
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  notebook. What are some of your favorite
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  account based marketing plays that every single B to B
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  organization should consider? Yes, I think podcast guest
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  invites for your ICP. So making sure that you are
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  aligning topics that you know different personas at your ICP
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  accounts would be interested in and then inviting them to appear
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  on your podcast or even finding podcasts for them to be on and
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  essentially kind of sponsoring them to be a guest is a great
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  gift tactic that's going to go over really well.
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  You'll also be able to extract just so much insight from that
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  recording and use it in coordination with sales to think
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  about, OK, OK, this is how we need to be talking to this
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  account. This is what their top
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  challenges are. Industry award nominations are
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  one that I see like very few people.
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  We were talking about lists earlier in the call, but it's
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  not really that I think nominating your customer
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  accounts or even your target accounts for industry awards
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  that are in their industry. And so not just thinking about
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  like need to be SAS that maybe it's somebody in construction,
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  maybe it's somebody in hospitality, like seeking out
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  awards that, you know, would help that individual of those
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  accounts like level up their career and nominating on their
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  behalf, I think goes a really, really long way.
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  And it's a touch point that most brands probably aren't doing.
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  And then I think finally, one that I also don't see a lot in
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  field marketing is actually sponsoring team events.
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  So most companies are going to have something like a, you know,
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  annual in person company kickoff or even an annual sales kickoff,
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  finding ways to like surprise and delight the different buying
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  groups. So maybe it's marketing, maybe
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  it's CS, maybe it's product marketing, like finding the
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  niche departments within those target accounts and saying, hey,
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  you know, I know you're likely going to be doing your SKO soon.
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  It's very likely that you're flying the team and to meet
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  together. We'd like to sponsor this
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  activity for you guys. So just something again, like
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  all of these things I think are very like give tactics, you're
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  not asking for anything back. And these are the types of
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  meaningful brand memory moments that you want to be creating in
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  a very typically, you know, digital heavy tactic kind of
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  campaign playbook. These I think stand out and are
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  a little bit separate and different and very thoughtful.
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  So I think those would be 3 out of like the 12 I listed that I
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  think any organization could could run today outstanding.
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  I love that we will clip those to use this for content.
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  So everyone cares about that. I'd love for you to put your
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  sales hat on for a second. And the question is going to be
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  what is the single biggest challenge in B2B sales?
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  So I'll give you some time to think about it.
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  My preamble here is I think as marketers who have really done
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  account based, you've hit on this too.
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  There's no substitute for sales and marketing alignment.
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  You have to be thinking like a seller.
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  I think the best sellers are thinking like marketers too.
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  And then the the journey or the funnel becomes sported and we
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  have sales pushing higher into the funnel.
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  We have marketing pushing deeper into the funnel.
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  But across the experiences you have with a lot of high growth
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  SAS companies, education background also love that.
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  What do you think is the single biggest challenge for AB2B
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  seller today? Yeah, it's maybe an obvious one,
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  but I think just the ability to develop like interpersonal
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  relationships, like just pure, like, OK, when I pick up a call
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  and call somebody, how am I going to not speak to a script?
• 18:15
  How am I going to connect to this person?
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  And how do I write an e-mail that isn't very clearly, you
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  know, marketing templatize, Like how do I just write an e-mail to
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  my prospect? I think that AI has now flooded
• 18:30
  the market because it's a skill set that people have not really
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  taken time to hone in and develop on.
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  But that's exactly why sellers and B to B need to really focus
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  on. I think just general
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  communication skills, and it's going to be what stands out both
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  in the inbox and in person. I think that we need to get
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  sellers much more accustomed to just interacting with not only
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  their prospects, but the customer base.
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  And I think marketers need to do that too.
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  I think too many marketers are completely disconnected from the
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  actual like human behind the accounts that they're targeting.
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  They don't actually have customer calls.
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  They don't actually go to customer events.
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  And so they're losing just a lot of that relationship building
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  skills. So I don't know, it's maybe not
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  a fantastic answer. It may be really obvious, but I
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  think that we're trying to templatize everything.
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  We're trying to make everything just this repeatable playbook.
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  And some things that just really get the deal across the line
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  don't have anything to do with those templated approaches.
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  They're just like human skills that we haven't afforded a lot
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  of these, especially younger generation, I think individuals
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  and sales to actually spend the time to hone in and develop that
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  craft. Yeah, that's.
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  A perfect answer. I feel like you were walking it
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  back a little bit there. I'm, I'm going to make sure you
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  don't because as technology makes a lot of the buying
• 19:56
  process easier and I'm using air quotes on that for those who
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  aren't watching the video. As it becomes easier having
• 20:04
  trust in the person you're working with and feeling like
• 20:07
  they are serving your best interest and not just trying to
• 20:10
  close the deal and move on to the next one.
• 20:13
  That's going to be extremely important because most of us are
• 20:16
  betting a significant portion of our reputation and or job on big
• 20:22
  tech decisions that we make or buying decisions that we make.
• 20:25
  If you buy a new vehicle, right, you better know all the details
• 20:29
  before you buy the new vehicle. I have 4 kids, right?
• 20:33
  That puts us in a different set of vehicles.
• 20:35
  To fit 4 kids, we have to have cargo space.
• 20:37
  That puts us in a different set of vehicles, right?
• 20:39
  And we just bought a car and I went with the person who told
• 20:43
  the truth about everything I had done, all the research, I knew
• 20:46
  what price I needed to have and all of that.
• 20:49
  It was someone who was honest, patient, understood when we had
• 20:52
  to leave when my 2 year old tantrum that changed the process
• 20:56
  versus me just clicking one of the vendors where I could have
• 21:00
  picked it and shipped it to me and known the price out the
• 21:02
  door. So I I think that's extremely
• 21:04
  important. And you hit on the younger
• 21:06
  generation, too. And we've worked on this with
• 21:09
  our team. There are plenty of folks that
• 21:11
  we are working with that are selling to us that have never
• 21:15
  worked in an office. Oh yeah.
• 21:18
  Yeah, literally. Like.
• 21:19
  That's the, I think with COVID, we all come out the other side
• 21:23
  and we're just back at it. But there are 1,000,000 of
• 21:27
  people in the workforce who have never had to have water cooler
• 21:31
  conversations or build relationships with people who
• 21:35
  are awkward in the elevator or the person you have to walk
• 21:38
  around their cubicle and you know that they geek out on
• 21:41
  subject A and, you know, talk to them about that.
• 21:44
  It's all over their desk. That hasn't happened for
• 21:47
  millions of people. So I, I love that you said that.
• 21:50
  I think it's extremely important.
• 21:52
  It really hits on the best parts of ABM getting to know the
• 21:56
  people at those accounts and what motivates them.
• 21:59
  And that's how we can differentiate.
• 22:00
  So great answer. I feel like I'm your defense
• 22:03
  attorney a little bit there. Yeah.
• 22:05
  No, I. Think that it's I think too
• 22:08
  companies don't know really where to start with that
• 22:11
  training because I think even from the top down, that's maybe
• 22:14
  not like a founders skill set often, right?
• 22:17
  Like we talk a lot too about social media, how it's so
• 22:20
  important for founders to be out there and communicating and yes,
• 22:23
  but I mean only if they really like have something to say And
• 22:27
  sometimes they don't like sometimes they are not the
• 22:29
  subject matter expert for what they're selling, but sometimes
• 22:32
  they don't really have a differentiated view or position
• 22:35
  and sometimes they have no interest in engaging.
• 22:37
  So I think it's hard for companies where their founder or
• 22:41
  their leader is struggling with that very aspect too to think
• 22:44
  about, well, how do I implement this?
• 22:46
  Because it's everything is just very process oriented.
• 22:49
  Like let's follow this sales process and we cannot deviate
• 22:52
  from this. And so therefore we lose this
• 22:54
  imaginative, creative aspect of, well, maybe I should, you know,
• 22:58
  figure out like how to get this person's cell phone so I can get
• 23:01
  on a texting basis with them. Or maybe to your point, I should
• 23:04
  figure out how I can meet them at an event and how I can not
• 23:08
  awkwardly have an exchange with them.
• 23:09
  So that's what's interesting is I feel like that's maybe a niche
• 23:13
  that's going to develop a little bit more in our space.
• 23:15
  We really need that. I think that it oftentimes
• 23:18
  unfortunately can't start from the top down as far as change
• 23:21
  management there totally. Well, great stuff.
• 23:24
  We're coming up on the end of our time.
• 23:26
  I can't keep you all day. We could certainly talk about
• 23:29
  the 100 other plays that you've run that we should all be doing,
• 23:33
  which maybe that's a follow up episode, but we like a few
• 23:36
  questions and are closing here. I think of it as a lightning
• 23:40
  round almost family feud. You can be quick with these.
• 23:42
  You don't have to explain if you don't want to.
• 23:45
  The first is what are your favorite tools or technology
• 23:48
  that you're using today? Yeah, I.
• 23:50
  Think that obviously, if you have not started playing around
• 23:53
  with something like a Gemini or Chachi BT, it would definitely
• 23:55
  do that. And it would actually do it from
• 23:57
  the perspective of tell them, tell it your exact issue that
• 24:01
  you're trying to solve for. Give it all the necessary inputs
• 24:04
  and contexts. Tell it who it should be the
• 24:07
  desired outcome and how you want to see that desired outcome
• 24:10
  displayed back. And then tell it to how you can
• 24:13
  then build a custom GPT yourself so that that can be something
• 24:17
  that you constantly go back to. So it's just a way to like learn
• 24:20
  how a lot of these tools, how you can mimic them.
• 24:23
  I think loveable is another really great one.
• 24:25
  I've really used it from the perspective of campaign
• 24:28
  alignment and sales enablement. So I'll give it and feed it a
• 24:31
  bunch of messaging docs and different playbooks.
• 24:35
  And then I will have it create essentially like a do and don't
• 24:38
  for any kind of playbook or campaign that we're launching.
• 24:42
  And basically have it build a formula that can QA test any
• 24:45
  kind of new creative that comes across the line, any kind of
• 24:49
  sales e-mail that's coming across the line to make sure
• 24:51
  that we're kind of all online on a particular go to market
• 24:55
  campaign that we're launching. Great suggestions.
• 24:58
  What about incredible reads? This could be book, blog,
• 25:02
  newsletter, podcast, video. What are is the content that you
• 25:05
  think we should all check out? Oh my.
• 25:07
  Gosh, OK. It is called The Power of
• 25:11
  Loneliness by Nilfer Merchant. I hope I didn't butcher her
• 25:15
  name. The Power of Onliness is an
• 25:17
  essential read, I think, for every person ever.
• 25:20
  It gives actual examples of how tapping into somebody's like
• 25:25
  your unique core offering that you bring to this world, how
• 25:27
  powerful that is and how transformative it is and how you
• 25:30
  shouldn't dim that light at all. So The Power of Onliness is
• 25:33
  definitely a book that everybody should read.
• 25:35
  I love. That we just went through
• 25:38
  strength based leadership training here and I, it was a
• 25:41
  nice reflection because there are plenty of times I Ding
• 25:45
  myself for my weaknesses and then I'm trying to round out
• 25:47
  weaknesses when it's probably 10 times more impactful if I lead
• 25:52
  with my strengths. So to your point, you know what
• 25:55
  makes you you and makes you stand out and leaning with that
• 25:58
  and finding the right people and organizations who appreciate
• 26:01
  that huge, huge. I will check that book out for
• 26:04
  sure. Probably assign it to my 13 year
• 26:08
  old who turns 14 this weekend because it's such an important
• 26:11
  concept. Yes, and if.
• 26:13
  That's such the important time to drill that in with them, too.
• 26:17
  That is such a big age. Oh yeah.
• 26:19
  We're living it daily. We'll we'll do a parenting
• 26:22
  podcast on a different one. What about good people?
• 26:24
  Who inspires you in the B2B space?
• 26:27
  I have been really. Inspired by kind of the same
• 26:29
  concept we're talking about. I think we all say like we need
• 26:33
  to be more authentic and be more ourselves online, but it's just
• 26:36
  such a it's so hard to take that concept and put that into
• 26:40
  practice. So I like to follow people that
• 26:42
  I actually think just embody that.
• 26:44
  Christina Lee at Plot is somebody I think does that
• 26:47
  really unapologetically on LinkedIn.
• 26:49
  So I think she's a really great person for kind of any
• 26:52
  generation to look to right now. If we're thinking about how do I
• 26:55
  put myself out there online and how do I make sure I'm staying
• 26:58
  true to myself while I do that, awesome.
• 27:00
  And then the most important question of all, Karina, how can
• 27:03
  everyone get in touch with you after this episode?
• 27:05
  Yes. I'm on LinkedIn, it is my only
• 27:08
  social media platform at the moment, so that is the only
• 27:10
  place you can connect with me online.
• 27:12
  CORRINA Owens I love to connect with anybody on a variety of
• 27:17
  topics. But of course, if you ever want
• 27:19
  to talk ABM, I'm always here to talk ABM.
• 27:20
  So happy to chat. Awesome.
• 27:23
  Well. Thank you so much for your time
• 27:24
  today. It was a pleasure.
• 27:26
  Thanks, Chris. Thanks for joining us for On
• 27:29
  Base. If you enjoyed this episode,
• 27:31
  please be sure to share, rate, review and subscribe on Spotify,
• 27:35
  Apple, YouTube, or wherever you get your podcasts.
• 27:38
  The show is brought to you by Demand Base, the only account
• 27:41
  based experience platform built for sales and marketing
• 27:44
  alignment.