Latest / What is Business Development? / Episode 109: BD Book...Top 3 Tactics from “B2B Content Marketing Strategy”

Transcript

Episode 109: BD Book...Top 3 Tactics from “B2B Content Marketing Strategy” · What is Business Development?

• 0:03
  Speaker 1: Welcome to the Business Development podcast, brought to you by
• 0:06
  Speaker 1: the Global Business Development Association, delivering the strategies and tactics
• 0:11
  Speaker 1: to boost your career and corporate growth.
• 0:20
  Speaker 2: Hello BD pros, and welcome to the Global Business Development
• 0:25
  Speaker 2: Association podcast called what is Business Development? And look, folks,
• 0:32
  Speaker 2: we're all on the same go to market team, marketing,
• 0:36
  Speaker 2: business development and sales. We're all in it together. As
• 0:41
  Speaker 2: a business developer, you need to understand how to speak
• 0:44
  Speaker 2: marketing and you need to start doing that as quickly
• 0:47
  Speaker 2: as possible. And in this podcast, we're going to talk
• 0:50
  Speaker 2: about a great book that just came out. It's called
• 0:53
  Speaker 2: B to B Content Marketing Strategy. It's a media first
• 0:58
  Speaker 2: framework that accelerates its growth. Well, we would all love
• 1:02
  Speaker 2: some growth, wouldn't we. And if you want to grow
• 1:05
  Speaker 2: your career and get your business development growth going well,
• 1:10
  Speaker 2: then grab yourself a copy of the Business Development Body
• 1:13
  Speaker 2: of Knowledge. It's available on Amazon and kindle and paperback,
• 1:18
  Speaker 2: and we also have it in electronic format on our
• 1:22
  Speaker 2: website that's at Gbdassociation dot org. And then when you
• 1:26
  Speaker 2: finish reading the book, you can take the BDP that's
• 1:29
  Speaker 2: the Business Development Professional Certification Exam on our website and
• 1:34
  Speaker 2: become a Business Development Professional certify by GBDA. All right,
• 1:40
  Speaker 2: let's get back to this fantastic book again. It's called
• 1:43
  Speaker 2: B to B Content Marketing Strategy. It's a media first
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  Speaker 2: framework that accelerates growth. Now, inside this book, you're going
• 1:52
  Speaker 2: to learn some real deep dive marketing tactics and methodologies.
• 1:58
  Speaker 2: You're going to learn how to develop living audience profiles
• 2:01
  Speaker 2: that evolve with market needs, and you'll learn how to
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  Speaker 2: apply a media first approach across owned, earned, and paid channels.
• 2:09
  Speaker 2: And if you're listening to that and you don't know
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  Speaker 2: what that means, grab your copy of the bd BOCH
• 2:13
  Speaker 2: the Business Development Body of Knowledge. We go into that
• 2:16
  Speaker 2: because again, marketing is critical for BD pros. And then
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  Speaker 2: in this book you'll also learn how to optimize content
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  Speaker 2: plans to align with brand and revenue goals. And you'll
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  Speaker 2: learn how to build communities that increase reach, trust and loyalty.
• 2:31
  Speaker 2: And if you've been listening to the show for a
• 2:33
  Speaker 2: long time, you know trust is a critical piece. So
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  Speaker 2: I'm so happy that this is a prominent part of
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  Speaker 2: this book. And our author today is Devin Bramhall, and
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  Speaker 2: Devin is a fractional chief growth officer.
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  Speaker 3: So if you're tired.
• 2:50
  Speaker 2: Of defending your work instead of leading with it, following
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  Speaker 2: frameworks that feel like busy work, and watching brilliant ideas
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  Speaker 2: die in committee, then folks, you're in the right place place.
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  Speaker 2: Devin is great at helping marketers ask better questions, not
• 3:06
  Speaker 2: what content do we need, but what does the business
• 3:10
  Speaker 2: need to grow? And we're going to talk about that today,
• 3:15
  Speaker 2: and we're going to talk about this fantastic book with Devvin,
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  Speaker 2: and so let's invite her to the stage. Devin bram Hall,
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  Speaker 2: Welcome to the show.
• 3:24
  Speaker 3: Hello, thank you for having me. It's great to be here.
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  Speaker 2: It's great to have you, Devin. I always like to
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  Speaker 2: start off with the first question of how did you
• 3:32
  Speaker 2: get into business development? Marketing of course, but as a
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  Speaker 2: chief Growth officer, that's business development, that's the pinnacle of
• 3:39
  Speaker 2: business development. How did you get to cgo? Everybody wants
• 3:43
  Speaker 2: to know that.
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  Speaker 4: Well, Actually, part of the reason for my title that
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  Speaker 4: I've assigned myself now because I can I run my
• 3:52
  Speaker 4: own business, but is because I believe very strongly that
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  Speaker 4: marketing and sales and customer success they're not three different departments.
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  Speaker 3: They're all business development.
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  Speaker 4: So I love like it's sort of a perfect tee
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  Speaker 4: up to Like, you're right, I have been a business
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  Speaker 4: development my entire life because marketing, I've done sales, I've
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  Speaker 4: done customer success, even though I was called a marketer
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  Speaker 4: the whole time.
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  Speaker 3: So I got into it kind of by accident.
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  Speaker 4: I was I realized I was committing financial fraud at
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  Speaker 4: a consulting firm that I was working for, and so
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  Speaker 4: I quit and found this startup to work for and
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  Speaker 4: they needed a community manager. And back then, community management
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  Speaker 4: was kind of like marketing for tech. You did a
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  Speaker 4: lot of different things, and that's like the rest is history.
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  Speaker 4: Like I literally like I quit a job because I
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  Speaker 4: was committing financial.
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  Speaker 3: Fraud without my knowledge, and now I'm a marketer.
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  Speaker 2: Okay, one of the most interesting pathways into BD I've
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  Speaker 2: ever heard on this show. So thank you, Thank you
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  Speaker 2: for that, and it's great to have you on the
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  Speaker 2: show to talk about it. It's good that BD could
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  Speaker 2: be a lifeline for you and a clean pathway to success.
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  Speaker 1: Wow.
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  Speaker 2: All right, so's jump into a little bit about Hey,
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  Speaker 2: why did you write the book again, folks. The title
• 5:28
  Speaker 2: of the book is B to B Content Marketing Strategy,
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  Speaker 2: a media first framework that accelerates growth, and I like
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  Speaker 2: how you tied together marketing and growth and your whole construct. Look, folks,
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  Speaker 2: we're on the same boat here, Okay, we all have
• 5:41
  Speaker 2: to row in the same direction, and oftentimes we just
• 5:44
  Speaker 2: had these breakdowns across the team. So can you talk
• 5:48
  Speaker 2: a little bit about why you wrote the book.
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  Speaker 4: Yeah, I feel like the I feel like marketers are
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  Speaker 4: almost being lied to, and I feel like there's a
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  Speaker 4: reason why CEO aren't funding it or cutting it, or
• 6:03
  Speaker 4: they don't understand the value, and why there's always you know,
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  Speaker 4: they're always at odds with sales. It's because, you know,
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  Speaker 4: marketing was never supposed to be playbook driven in the
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  Speaker 4: first place. Marketing's job is to create unique advantages for
• 6:18
  Speaker 4: the company to help them grow better faster, right, like
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  Speaker 4: you're trying to You're not just growing, you're overtaking competition.
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  Speaker 4: You're cornering a market, right And so playbooks really all
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  Speaker 4: they do is help you plan and execute activities.
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  Speaker 3: And that's why the CEO doesn't give a doesn't care
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  Speaker 3: about it.
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  Speaker 4: The CEO doesn't care because you know, when I was
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  Speaker 4: a CEO, I'm like, I don't care what you're doing.
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  Speaker 4: What are the results you're driving, like what what's the
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  Speaker 4: outcome here? And so you know, I I felt like
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  Speaker 4: that was thing that like even marketers now don't understand
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  Speaker 4: a lot of them. And I was like, listen, your
• 7:08
  Speaker 4: life could be easier, right, like if you talk like
• 7:11
  Speaker 4: a business strategies, if you understand the drivers for the CEO,
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  Speaker 4: the investors, the you know, whatever it is the people.
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  Speaker 4: Everyone's beholden to someone right then, and narrow down the tactics,
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  Speaker 4: right like, give them a way to focus on like
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  Speaker 4: the highest impact tactics and how to determine what those are.
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  Speaker 4: That is, you're sort of you're cooking with gas and
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  Speaker 4: you're probably getting more budget, you're getting more recognition, and
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  Speaker 4: the company ultimately is doing better because that's market Marketing's
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  Speaker 4: job is to grow the company.
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  Speaker 3: That's it.
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  Speaker 2: I love it. I love it. Marketing's job is to
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  Speaker 2: help grow the company. Yeah. So true. And by the way,
• 7:58
  Speaker 2: I appreciate you keeping PG I suspect there are probably
• 8:02
  Speaker 2: people that play our show just so they can put
• 8:05
  Speaker 2: their kids to sleep on long drive. So if you're
• 8:07
  Speaker 2: doing that, we're here for you, folks. But so let's
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  Speaker 2: jump into those those tactics that you mentioned, so that
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  Speaker 2: CEOs can really give us, so.
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  Speaker 4: We're all all marketers are aiming for. So I think
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  Speaker 4: the theme for me that is actually why I was
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  Speaker 4: excited specifically to write this book now is that in
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  Speaker 4: the past since the pandemic, though the marketing world has
• 8:38
  Speaker 4: been painful, it's gone through a transformation that I think
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  Speaker 4: is less talked about, which is marketing is now accessible
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  Speaker 4: to more people and companies than it ever was before.
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  Speaker 4: It is cheaper, It is much much cheaper, and you
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  Speaker 4: no longer need the kind of like polish and presentation
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  Speaker 4: that costs lots of money to do it. And that
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  Speaker 4: makes me really excited because when you having that opportunity,
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  Speaker 4: you start to see the opportunity of like more small businesses,
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  Speaker 4: more independent creators, right, and we're seeing that already like
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  Speaker 4: human beings can make a business out of themselves now,
• 9:26
  Speaker 4: which I think is really cool.
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  Speaker 3: So the accessibility is kind of the umbrella.
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  Speaker 4: And then the way that accessibility manifests is in different
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  Speaker 4: types of media, right that are cheap and easy now
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  Speaker 4: to distribute community building, right, so using yourself, your company
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  Speaker 4: and the people at the company to grow the company,
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  Speaker 4: which again is cheaper. And then narrowing in on your channels.
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  Speaker 4: Sprain Prey doesn't work anymore. It doesn't make for a
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  Speaker 4: lot of companies to be on Facebook or x or
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  Speaker 4: even well, everybody's got to be on LinkedIn, but you
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  Speaker 4: know they're how much you like Like, for example, all
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  Speaker 4: of my clients they're like, okay, you know, what should
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  Speaker 4: we do with LinkedIn? I'm like, nothing, your job is
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  Speaker 4: to have a company page there. But like organic, organic
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  Speaker 4: branded social on LinkedIn doesn't work because the platforms not
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  Speaker 4: designed to showcase that kind of content. It's designed to
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  Speaker 4: showcase content from individuals, and they're trying to get companies
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  Speaker 4: to pay for visibility, which it does make sense to do, right,
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  Speaker 4: And so I would say, like those are the three
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  Speaker 4: camps where it's like relying on yourself and building community
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  Speaker 4: through who you are as your person and your belief
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  Speaker 4: that drove you to build the company using the platforms
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  Speaker 4: that are organic to you. And so if you don't
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  Speaker 4: like video, you also don't have to use it, right.
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  Speaker 4: But if you whatever is you do use, it's cheaper
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  Speaker 4: and you don't have to be everywhere. You don't need
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  Speaker 4: an entire marketing team anymore, especially if you're on groy business.
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  Speaker 2: Yeah, I really like this. I assume that's all tactic
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  Speaker 2: number one. I don't know if you've bundled in tactic
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  Speaker 2: two and three in there, but I do want a
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  Speaker 2: deep dive just a little bit, because you really hit
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  Speaker 2: a hot button for me, and it's it's really that
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  Speaker 2: what you said was, it's it's down to the individual.
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  Speaker 2: When you look at certain platforms, particularly LinkedIn, those are
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  Speaker 2: optimized for individuals and that's where you can get a
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  Speaker 2: lot of virality and being active on LinkedIn at the
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  Speaker 2: individual level, and the company pages don't get typically as
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  Speaker 2: much traction unless you're paid. And so what I've seen
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  Speaker 2: be successful is CEOs of companies being active on LinkedIn
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  Speaker 2: at an individual level and telling these real intimate stories
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  Speaker 2: that draw in the reader of their mistakes, what they learned.
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  Speaker 2: You know, it's a work in public, you know, create
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  Speaker 2: in public type of thing. Those really resonate. And also
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  Speaker 2: where I'm going with all this is the individual business developers.
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  Speaker 2: I mean, the CEO really is the chief business developer
• 12:22
  Speaker 2: of the company, but your business developers are. What I'm
• 12:25
  Speaker 2: seeing now is I've actually seen on job opportunities for
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  Speaker 2: business developers. In the job description, it has a requirement
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  Speaker 2: that you must have some sort of a social presence
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  Speaker 2: on a channel and a following. And you know this
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  Speaker 2: is becoming. You know, it used to be the rolodex.
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  Speaker 2: It used to be kind of who your network was,
• 12:48
  Speaker 2: and now for business developers it's what does your profile
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  Speaker 2: look like, what does your community look like? And how
• 12:54
  Speaker 2: active are you? Because folks, it works. I don't know
• 13:00
  Speaker 2: how many people have called me out of the blue.
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  Speaker 2: They never liked, they never comment on anything I posted,
• 13:04
  Speaker 2: but they're like, Hey, Tony, I just thought i'd reach
• 13:06
  Speaker 2: out to you, and this is a prospect I've been
• 13:08
  Speaker 2: trying to engage with for six months or what. I
• 13:10
  Speaker 2: just saw your posts, I thought i'd reach out. Oh
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  Speaker 2: I love this. I love this when prospects come to
• 13:15
  Speaker 2: me instead of the other way around. So what do
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  Speaker 2: you what do you think? What do you recommend for
• 13:23
  Speaker 2: the marketing organization and the C suite to kind of
• 13:27
  Speaker 2: figure out how they can really leverage their business developers.
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  Speaker 2: Should they just kind of turn them loose? Should they
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  Speaker 2: have marketing kind of approve everything that a business developer post?
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  Speaker 2: What do you what do you think is optimal?
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  Speaker 4: Yeah, so I think it's really I liked what you
• 13:41
  Speaker 4: said about the business development job descriptions, saying kind of
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  Speaker 4: like you need to you need to have an audience somewhere.
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  Speaker 4: You need to have a group of people that you've
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  Speaker 4: developed relationships with that are you know, not just that
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  Speaker 4: rolodex like one to one human being. And I think
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  Speaker 4: that to be able to do that at a company,
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  Speaker 4: it is important that you give individuals more leeway into
• 14:12
  Speaker 4: how they engage in the market, because you know, business
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  Speaker 4: developers are ambassadors for the company. They're like many CEOs,
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  Speaker 4: they're the ones going deep in developing the relationship with
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  Speaker 4: the customer for the longest.
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  Speaker 3: They're the ones the customer goes to when things.
• 14:28
  Speaker 4: Go sideways, right, and so they're actually like the relationship
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  Speaker 4: with them is deeply, deeply important to the growth of
• 14:36
  Speaker 4: the company, And so you don't want them having to
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  Speaker 4: like everyone now can smell a branded edited post by marketing,
• 14:45
  Speaker 4: no matter how good it is.
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  Speaker 3: And so.
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  Speaker 4: I do think more flexibility is important letting them work
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  Speaker 4: through the channels where they already are organically drawn to
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  Speaker 4: enjoy being in. Because again, like trying to get if
• 15:03
  Speaker 4: I had a BD and I was like, you need
• 15:06
  Speaker 4: to start recording videos, and this person's like, I you
• 15:10
  Speaker 4: know what I mean. If they don't like it, the
• 15:11
  Speaker 4: video is not going to work in the first place.
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  Speaker 4: And so it's like for me, my friend Ashley Foss,
• 15:19
  Speaker 4: she has product marketing at at LASSI in her and
• 15:22
  Speaker 4: I actually gave a talk on this very thing like
• 15:25
  Speaker 4: community led individual led marketing like three years ago at
• 15:30
  Speaker 4: Inbounding Marketing Profs. And the way she what she calls
• 15:35
  Speaker 4: marketers now is they're more like coaches. They're helping the
• 15:39
  Speaker 4: people at the company market them, like market through their
• 15:44
  Speaker 4: own you know words, and so like you know, I
• 15:47
  Speaker 4: think for a BD, it's like you, it's my job
• 15:51
  Speaker 4: as the CEO to give them resources to go out
• 15:56
  Speaker 4: in the world in their own way and develop those relationships.
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  Speaker 4: And marketing's just there should be there to support it
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  Speaker 4: because like the whole thing, you know, like oh brand,
• 16:06
  Speaker 4: can you know brand messaging? And come on, do you
• 16:10
  Speaker 4: know what I mean? Like when you're working, especially at
• 16:12
  Speaker 4: the relationship level, they're not like they're going into rooms
• 16:17
  Speaker 4: having drinks like talking behind this, you know. And so yeah,
• 16:21
  Speaker 4: flexibility super important and marketing in a support system.
• 16:25
  Speaker 2: Yeah, I really like what you said about shifting the
• 16:28
  Speaker 2: mindset of marketers to be in a coaching mindset as
• 16:31
  Speaker 2: opposed to a creative mindset. And as you started off
• 16:35
  Speaker 2: by saying, creative content has been commoditized, business developers now
• 16:40
  Speaker 2: can use AI to create video. I mean, I you know,
• 16:44
  Speaker 2: you could create a commercial if you wanted to, very
• 16:46
  Speaker 2: easily with just a couple of prompts. You can modify pictures,
• 16:50
  Speaker 2: you can put yourself on a stage. You can do anything.
• 16:53
  Speaker 2: And so I think that is a master unlock to
• 16:57
  Speaker 2: this traditional mischaracterization of marketing being the arts and crafts department.
• 17:04
  Speaker 2: And it's oh the bad guys. Just ask for another
• 17:07
  Speaker 2: change to a slide. No, just change the slide yourself.
• 17:11
  Speaker 2: Here are just the guidelines, right. Let me coach you
• 17:13
  Speaker 2: through it. Hey, I saw your LinkedIn posted a great post.
• 17:16
  Speaker 2: Let me give you a little media training on you know, hey,
• 17:19
  Speaker 2: stand upright, you know, cash your voice a little bit differently.
• 17:22
  Speaker 2: Just pointers. I'm just coaching you, And I think that
• 17:24
  Speaker 2: really creates now a collaborative dynamic as opposed to an
• 17:28
  Speaker 2: US versus them. You know, they're the arts and crafts department.
• 17:33
  Speaker 2: I'll just go to them when I need, you know,
• 17:35
  Speaker 2: papers and scissors.
• 17:38
  Speaker 3: And now it's we're waiting for both sides too.
• 17:40
  Speaker 4: I think that's what's really important, is like marketing may
• 17:43
  Speaker 4: still in some cases be the one updating that slide, right,
• 17:48
  Speaker 4: but they're doing like the reason why they're doing it
• 17:52
  Speaker 4: is of more strategic value. It's not just like you said,
• 17:57
  Speaker 4: like I need this saying you know whatever. You're like, okay,
• 18:00
  Speaker 4: that's you can programmatize that. But it's like they're working
• 18:04
  Speaker 4: with the bds on a deeper level so that if
• 18:06
  Speaker 4: they are executing on that side, it's part of a
• 18:09
  Speaker 4: bigger strategy that they're helping that BD execute, which then
• 18:13
  Speaker 4: translates to when that marketer is talking about their impact
• 18:17
  Speaker 4: on the business monthly, quarterly, right, they now have a
• 18:22
  Speaker 4: really great story to tell in terms of revenue impacted, clients,
• 18:27
  Speaker 4: touched all that, and now they've got this BD who's
• 18:32
  Speaker 4: sharing in that storytelling, which I think makes a stronger
• 18:35
  Speaker 4: case to C suite that marketing is actually delivering value
• 18:38
  Speaker 4: to the company.
• 18:39
  Speaker 2: Sure. Yeah, and then you end up having BD advocates
• 18:42
  Speaker 2: within the organization telling the CEOA, I need these marketing folks,
• 18:46
  Speaker 2: stop cutting them or don't even think about it, because
• 18:48
  Speaker 2: I can't do my job without them. So yeah, this
• 18:52
  Speaker 2: is great. Okay, So the top number one takeaway if
• 18:55
  Speaker 2: I bay and just correct me if I'm wrong, is
• 18:57
  Speaker 2: really is really focusing on the channels that work for
• 19:02
  Speaker 2: you as a corporation, as an individual and take a
• 19:07
  Speaker 2: community led approach.
• 19:10
  Speaker 4: And look, this is I don't know, this is my
• 19:13
  Speaker 4: sort of mantra these days. I'm like, in a sea
• 19:15
  Speaker 4: of sameness and saturation, you are all you've got, And
• 19:20
  Speaker 4: by you, I mean you as the company leader, your
• 19:26
  Speaker 4: people who work there, your product. Right, It's like companies
• 19:30
  Speaker 4: need to lean into the individuality and the unique thoughts
• 19:36
  Speaker 4: and experiences and stories from the people in their company
• 19:40
  Speaker 4: and letting them tell them themselves. And that's the only
• 19:43
  Speaker 4: thing their competitors can't copy.
• 19:47
  Speaker 2: Yeah, yeah, yeah, you're right. I mean, as the old
• 19:49
  Speaker 2: adage goes, marketers ruin everything because what they do is
• 19:53
  Speaker 2: that one person finds out what works, and then everybody
• 19:55
  Speaker 2: else copies it and floods the system and it no
• 19:57
  Speaker 2: longer works. And the only thing that does work and
• 20:00
  Speaker 2: that you can't copy is the individual brand of the
• 20:04
  Speaker 2: people on your team. They can't copy a Devin, they
• 20:07
  Speaker 2: can't copy a Tony. They can hire a Devin, they
• 20:10
  Speaker 2: can hire a Tony, but they can't copy that. And
• 20:12
  Speaker 2: this is where it's so important for business developers to
• 20:15
  Speaker 2: really focus on this as as you build your own
• 20:18
  Speaker 2: personal brand. Okay, I know we spent a lot of
• 20:21
  Speaker 2: time on number one, and just with the next few
• 20:24
  Speaker 2: minutes here, Devin, if you can just kind of summarize
• 20:27
  Speaker 2: two and three. I think you mentioned them when you
• 20:29
  Speaker 2: started off, but just yeah, get everybody to key in
• 20:32
  Speaker 2: one of those.
• 20:32
  Speaker 3: Yeah.
• 20:33
  Speaker 4: So I mean it's like the accessibility is kind of
• 20:36
  Speaker 4: the umbrella for my three things, right, and that's the
• 20:38
  Speaker 4: thing that has to be excited.
• 20:39
  Speaker 3: And that was why, like, that is why I.
• 20:43
  Speaker 4: Believed we needed another B to B content marketing book now,
• 20:47
  Speaker 4: even though there's hundreds.
• 20:48
  Speaker 2: Is like B to B.
• 20:49
  Speaker 4: Marketing has changed, and the way we acquire customers has changed,
• 20:54
  Speaker 4: which means business developers, marketers, sale like whatever you're calling
• 20:59
  Speaker 4: people that growth org. Right, they have more tools available
• 21:04
  Speaker 4: to them.
• 21:06
  Speaker 3: That are.
• 21:08
  Speaker 4: Accessible, cheaper, you know, able for them to deploy, and
• 21:13
  Speaker 4: so that goes with you know, kind of multimedia, how
• 21:18
  Speaker 4: you engage and then also how you how you build
• 21:23
  Speaker 4: the brand, right, and so like all three of those things,
• 21:26
  Speaker 4: I'm like, cools, you have more tools and they're different,
• 21:30
  Speaker 4: so different types of people can work in the medium
• 21:33
  Speaker 4: that they're used to and be themselves, so you have
• 21:37
  Speaker 4: more of a competitive edge than before when we were
• 21:39
  Speaker 4: all just scaling the same SEO keywords or bidding against
• 21:43
  Speaker 4: the same terms or whatever. Right, it's like there's so
• 21:48
  Speaker 4: much in there, Like it sounds simple, but like that's
• 21:51
  Speaker 4: the entire book. Like I was like, listen, like there's
• 21:54
  Speaker 4: all the tactics within. There's so many more tactics within
• 21:58
  Speaker 4: that that I think are really important. And then I
• 22:01
  Speaker 4: think the last piece of that around community that we
• 22:04
  Speaker 4: didn't touch on is just broadening, Like there are more
• 22:12
  Speaker 4: tactics even that are untraceable, like events dinners I'm seeing.
• 22:21
  Speaker 4: I mean, there's a company called Capsule and they I
• 22:27
  Speaker 4: put them in my book because they they were doing
• 22:32
  Speaker 4: an event series, one event per month. They did it
• 22:34
  Speaker 4: into a different state every time they had a whole thing.
• 22:37
  Speaker 4: It costs like five thousand dollars to execute each one.
• 22:40
  Speaker 3: It was like nothing and.
• 22:45
  Speaker 4: X percent, like they doubled revenue or for something.
• 22:49
  Speaker 3: It was something crazy.
• 22:50
  Speaker 4: It might even been three x in one year, Like
• 22:53
  Speaker 4: they got another round of funding off the back of
• 22:56
  Speaker 4: doing one thing. And it's not the kind of thing
• 23:00
  Speaker 4: that if you're a CEO, you can say, oh placed
• 23:04
  Speaker 4: x AD got whyle. You know it doesn't have the
• 23:09
  Speaker 4: same but the value actually is more exponential than that. Right,
• 23:14
  Speaker 4: You've got these opportunities to grow more exponentially than the
• 23:19
  Speaker 4: days when we were just following these playbooks.
• 23:23
  Speaker 3: And that and.
• 23:25
  Speaker 4: The opportunity is also the challenge in it because it
• 23:30
  Speaker 4: means when people ask me like what should I do?
• 23:33
  Speaker 4: What should every marketer do? What should every business developer do?
• 23:36
  Speaker 4: I'm like it it depends, right, And that's both the
• 23:41
  Speaker 4: opportunity and the thing that scares CEOs and business developers like, no, no,
• 23:46
  Speaker 4: this is the time to think for yourself. That is
• 23:49
  Speaker 4: where all the opportunity is, like, look at your customer base,
• 23:53
  Speaker 4: look at the resources you have, both your advantages and
• 23:56
  Speaker 4: your drawbacks, and come up with a true strategy, not
• 24:01
  Speaker 4: just a plan, which is how to capitalize on the
• 24:03
  Speaker 4: things that you have flowing drown river or transform some
• 24:06
  Speaker 4: of your constraints into opportunities, which like growing up in
• 24:09
  Speaker 4: startups was organic to me. Right, I never had any money,
• 24:12
  Speaker 4: or any people or any support.
• 24:14
  Speaker 3: And it's like.
• 24:16
  Speaker 4: And therefore we are now entering a time in twenty
• 24:20
  Speaker 4: twenty six where companies have that exponential growth opportunity that
• 24:24
  Speaker 4: they had in the early days of SEO. And that
• 24:28
  Speaker 4: has me just really excited, even though it seems less clear, right, Like,
• 24:37
  Speaker 4: we got so used to playbooks that we forgot that
• 24:39
  Speaker 4: marketing wasn't about that, it was about finding unique advantage.
• 24:42
  Speaker 4: And that same goes for business development. No one can
• 24:44
  Speaker 4: replace the relationship that you have built, right and now
• 24:49
  Speaker 4: you just have tools to build more close relationships at scale,
• 24:55
  Speaker 4: using like very accessible tools, whether you're in BD or
• 24:59
  Speaker 4: marketing or customer successes.
• 25:03
  Speaker 2: Yeah, wow, Devin, this is fantastic. I love everything you
• 25:07
  Speaker 2: shared with us today. I'm a big fan of community
• 25:10
  Speaker 2: led growth and what this really sounds like is a
• 25:13
  Speaker 2: wonderful tool that C suite and everybody in the organization
• 25:18
  Speaker 2: can use your book and do the real deep dive
• 25:21
  Speaker 2: into all the tactics that you have in there. I
• 25:24
  Speaker 2: know it wasn't fair to you to ask for your
• 25:26
  Speaker 2: top three you probably have top three hundred, but as
• 25:29
  Speaker 2: you indicated, it all depends. It depends on what your
• 25:33
  Speaker 2: community is, who your customers are, and that's where you
• 25:37
  Speaker 2: have to orient your growth strategy is focus on your
• 25:41
  Speaker 2: unique brand advantage both at the corporate community level, because
• 25:45
  Speaker 2: nobody can copy your community. People can copy your marketing tactics,
• 25:49
  Speaker 2: they could copy your BD tactics all day long, but
• 25:52
  Speaker 2: they can't copy your community, and they can't copy the
• 25:56
  Speaker 2: brand individual brand within your company, the individuals from the
• 26:00
  Speaker 2: CEO down to your BD professionals that are operating in
• 26:03
  Speaker 2: the community and building the community. And then from there
• 26:07
  Speaker 2: you're building these other add ons, not just on social
• 26:11
  Speaker 2: but in real world. The CEO dinners, the executive dinners,
• 26:17
  Speaker 2: the conferences, and from there you can show return on investment.
• 26:21
  Speaker 2: You can show the attribution of I connected with this
• 26:24
  Speaker 2: CEO on LinkedIn based on a post I had. Three
• 26:28
  Speaker 2: months later, they came to a dinner event and then
• 26:32
  Speaker 2: they turned into a customer two months after that.
• 26:35
  Speaker 3: That's the beauty of bds.
• 26:36
  Speaker 4: There's much more of a paper trail because you're communicating
• 26:39
  Speaker 4: along the way. And when I tell you like this
• 26:41
  Speaker 4: has been an interesting mindset shift to share with people
• 26:44
  Speaker 4: because I, like, you know, working across tons of companies
• 26:47
  Speaker 4: as a consultant and in my days in working.
• 26:51
  Speaker 3: In house, the number one blocker.
• 26:56
  Speaker 4: To growth, money profitability is focusing on the right goal.
• 27:04
  Speaker 4: The ninety nine point nine percent of my customers or
• 27:08
  Speaker 4: clients come to me and they're like, I need to
• 27:10
  Speaker 4: be doing more on social or something like that.
• 27:12
  Speaker 3: I'm like, that's your goal.
• 27:16
  Speaker 4: No, your goal is to make money, right, and you
• 27:19
  Speaker 4: want to make money as cheaply as possible, right, so
• 27:22
  Speaker 4: you get to keep the most of it.
• 27:24
  Speaker 3: Right.
• 27:24
  Speaker 4: That's the mindset shift that's really surprising that I have
• 27:28
  Speaker 4: to do with CEOs, with CMOS leaders, it's like, stop
• 27:31
  Speaker 4: focusing on the how. Everything else is the how, the
• 27:35
  Speaker 4: what is I want to make more money? How much
• 27:38
  Speaker 4: more money do I want to make in Q one,
• 27:40
  Speaker 4: Q two, Q right, and then work back from there,
• 27:44
  Speaker 4: and also how much money do I have? The answers
• 27:47
  Speaker 4: of what you should do reveal themselves. When you think
• 27:51
  Speaker 4: from that perspective, it's wild because there's an infinite number
• 27:55
  Speaker 4: of ways to make more money, and so obviously you
• 28:00
  Speaker 4: want to start by thinking using the ways with the
• 28:03
  Speaker 4: resources you have already. See how much that covers, right,
• 28:08
  Speaker 4: and then start to thinking about adding on and scaling
• 28:10
  Speaker 4: and all of that, and so like it sounds weird, right,
• 28:13
  Speaker 4: Like most people are like, Okay, well, what marketing tactic
• 28:16
  Speaker 4: do I do?
• 28:17
  Speaker 2: What this?
• 28:17
  Speaker 3: With that?
• 28:17
  Speaker 4: And I'm like that's the easy part. It's always been
• 28:21
  Speaker 4: the easy part. The hard part is getting people to
• 28:24
  Speaker 4: all focus on the same thing, which is the outcome
• 28:27
  Speaker 4: of that marketing. The reason you need brand, the reason
• 28:31
  Speaker 4: why whatever, like you need like a newsletter or whatever.
• 28:36
  Speaker 4: It's like, those are just tools that help you build
• 28:41
  Speaker 4: the thing that you want, right, and that's where everyone's
• 28:45
  Speaker 4: been focused And I'm like, that's that's what's wrong. And
• 28:49
  Speaker 4: then when you switch that mindset, you start to see
• 28:52
  Speaker 4: all these pieces they just fall together. You're like, Oh,
• 28:54
  Speaker 4: I get it, and I don't have to do nearly
• 28:56
  Speaker 4: as much.
• 28:58
  Speaker 2: Yeah, this is great. I love what you said. Den.
• 29:00
  Speaker 2: You know, you have to focus on the goal. The
• 29:01
  Speaker 2: goal is making money, and then everything comes from that
• 29:05
  Speaker 2: top down goal and you then figure out the right
• 29:09
  Speaker 2: resources that you need in order to achieve that goal.
• 29:13
  Speaker 2: And folks, if you're looking for the right resource to
• 29:16
  Speaker 2: make more money, grab yourself a copy of B to
• 29:19
  Speaker 2: B Content Marketing Strategy. It's available on Amazon. It's a
• 29:22
  Speaker 2: media first framework that accelerates growth, written by Devon bram Hall. Folks,
• 29:28
  Speaker 2: if you're listening to the show for the first time,
• 29:30
  Speaker 2: maybe it's to put your kids to sleep well on
• 29:33
  Speaker 2: a long drive, give us a like, give us some comments, subscribe.
• 29:38
  Speaker 2: If you're listening to this for the first time and
• 29:40
  Speaker 2: you're accidentally commanding committing some sort of financial fraud, we'd
• 29:43
  Speaker 2: love to have you too. DEVN bram Hall, thank you
• 29:51
  Speaker 2: so much. It's been a delight and thank you for
• 29:53
  Speaker 2: everything that you're doing to help educate the business. The
• 29:56
  Speaker 2: business development community writ large. This is a one full resource, folks,
• 30:01
  Speaker 2: grab it today on Amazon.
• 30:03
  Speaker 3: Devin.
• 30:03
  Speaker 2: How can folks follow your work and connect with you.
• 30:06
  Speaker 3: My website Devin Bramhall dot com.
• 30:08
  Speaker 4: That's why I'm building kind of more resources for folks,
• 30:12
  Speaker 4: and LinkedIn is where that's my one channel.
• 30:15
  Speaker 2: All right, sounds great, well, Devin, thank you again for
• 30:18
  Speaker 2: everything that you do for all of us in the
• 30:20
  Speaker 2: BD community.
• 30:22
  Speaker 3: Same same, thank you.
• 30:25
  Speaker 1: Thank you for listening to the Business Development Podcast. Join
• 30:29
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• 30:34
  Speaker 1: advancing the art, science, and ethics of the business development
• 30:38
  Speaker 1: profession at Gbdassociation dot org.