Latest / Content, Briefly / Freshpaint: Ray Mina on the role of content in highly regulated industries

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Freshpaint: Ray Mina on the role of content in highly regulated industries · Content, Briefly

• 0:00
  If I have a TAM with, you know, a hundred thousand logos in it and my ACV for my product is, like, a lower value, like high velocity land, then yeah, SEO's probably gonna be a good way 'cause I need a super, like, scalable, economical way to acquire customers.
• 0:16
  That's not what I'm faced with at Freshpaint. I've got about three thousand enterprise healthcare providers. Uh, if you ha- if you're wondering if that's big or small, that's really small.
• 0:25
  Like, that's not a huge logo TAM. [upbeat music] Hey, and thanks for tuning in to another episode of Content Briefly. Today, we're chatting with Ray Mina.
• 0:40
  He's the VP of marketing at Freshpaint, and if that name sounds familiar, it's because we previously talked to Mark Rogers, who's the head of content at Freshpaint.
• 0:48
  As the VP, Ray is thinking about content, among many other things. Specifically in this conversation, we get into the long sales cycle at Freshpaint and how content supports that.
• 0:58
  We talk about why SEO is not particularly relevant for them. We also talk about Ray's recent experience stepping in to run content while Mark was out on paternity leave.
• 1:08
  In general, I really like talking to marketing leaders at fast-growing startups about content because their perspective on it is very different than the folks who are actually executing it every day.
• 1:17
  So we had some really interesting discussion on the strategy. And anyways, I think you'll really like this conversation. As always, I really enjoyed this conversation, and I hope you do too.
• 1:26
  Content Briefly is produced by our friends at Minutia. To learn more about their podcast production service as well as their other adaptive content marketing services, check out minutia.com in the show notes.
• 1:36
  Hey, everybody. Jimmy from Superpath here today chatting with Ray Mina, VP of marketing at Freshpaint. Not the first time we've had someone from Freshpaint on this podcast. We'll talk about that.
• 1:46
  But first, Ray, thanks for coming on. Would you mind giving an intro of yourself to folks? Tell us a little about who you are and what you do. Yeah. I mean, I'm kind of a serial marketing leader at startups.
• 1:55
  I think I've done eight B2B SaaS startups. Oh, wow. Yeah. So my wife keeps asking me, when is my last one? When am I gonna not do another startup?
• 2:02
  [laughs] 'Cause she knows anybody who knows startups knows that it comes with a tax, and it's a lot of emotional and, you know, a lot of hard work.
• 2:09
  But I just love creating my own maps and early days trying to figure things out and go from zero, if you're lucky, to, you know, twenty, a hundred million dollar company.
• 2:18
  If I can tell you a little bit about Freshpaint, Freshpaint-- I work at Freshpaint as the VP of marketing today.
• 2:24
  We basically help healthcare marketers who are in a heavily regulated industry drive high-performance marketing results while protecting patient privacy, which is a growing, growing concern across a whole number of, uh, regulators, whether they're state or, or federal.
• 2:39
  I had described it as a HIPAA-compliant CDP in the last episode we did. Is that oversimplifying it, or is that more or less accurate? I mean, I think two years ago, yeah, that was true, but it...
• 2:49
  Privacy in healthcare goes way beyond HIPAA. Got it. HIPAA is just one federal agency.
• 2:53
  If you're for-profit in healthcare, you've gotta be concerned with the FTC and other-- There are 19 states now who have passed even more strict state level privacy regulations that affect healthcare, so it's a multi-headed monster.
• 3:07
  You know, basically, consumer sentiment is, "I just don't wanna be tracked as much across these advertising tools, and especially when it comes to sensitive health information about my life." So it's way beyond HIPAA.
• 3:18
  And CDP, my only problem with CDP is that CDPs are designed to make it really, really easy to get data to other tools, and that's exactly what's problematic in healthcare, is you actually wanna make it hard. Got it.
• 3:31
  You don't wanna make it too easy for Facebook to get a whole bunch of information about your visitors because that could be sharing, um, like, protected health information or other sensitive data.
• 3:40
  We make it easy for marketers to stand this up, and by default, we don't send any data with these tools, and then they can self-select what data is safe to send after conversations with their legal and compliance team.
• 3:52
  Got it. Okay, that makes sense. This is something I don't think about very often. Yeah, of course not. But so, like, an average customer- Of course not. Yeah. Yeah.
• 3:58
  [chuckles] An average customer might be, like, healthcare company that runs, you know, whatever, a dozen hospitals and doctors' offices and things like that, and they have a central marketing team that's trying to acquire new patients.
• 4:11
  Yeah, you nailed it. Like, the biggest healthcare providers and insurance companies in the country, their main goal is to either sell more insurance plans or drive more patients to specific services.
• 4:22
  Like, maybe they have a special heart and vascular unit within the hospital.
• 4:27
  Marketer's job is to make sure that they drive as many patients from that market into those service lines and make sure they help them find the healthcare they need. And of course, they're just like us.
• 4:35
  They're gonna use the same marketing levers. Paid ads is going to be a big part of it because that's a fast one that has a direct line of results, and they're gonna wanna measure the results.
• 4:46
  And then as we both know, like, they need to share certain data sets to those tools, 'cause we live in a world where it's all machine-based learning.
• 4:52
  Those tools are gonna, behind the scenes, try to optimize results, and none of that works unless you actually can pass at least a limited data set, and that's where they run into problems.
• 5:02
  Because the native trackers that Facebook uses, they're greedy little pigs. They wanna gobble up every single piece- [chuckles] Right... of information about your visit to their site, and you can't do that in healthcare.
• 5:11
  Like, that's just not okay with state and federal regulations. That's so interesting. Yeah. What's the sales process like? I'm sort of getting to the content stuff I wanna ask you. Yeah.
• 5:22
  But I'm imagining, I'm imagining that the sales process is somewhat lengthy, that there's a lot of discussion that needs to happen, probably a lot of project education. There's probably an implementation phase.
• 5:34
  Is it, like, three to six months or potentially even longer to bring on a large customer? Yeah, you nailed the motion. It's sales intensive, CS intensive.
• 5:44
  Like, we hold folks' hands all the way through because, you know, the marketer at these organization is the one that has the use case and is the economic buyer.
• 5:53
  But legal, compliance, IT, everyone has a role here because they need to make sure that they're investing in a solution that not only does the job of high-performance marketing, but keeps them safe and keeps them out of trouble with the regulators.Traditionally, this kind of product, because of all those legal layers, is, is usually a six plus month sales cycle.
• 6:13
  Because of the acute need... Like, think about it.
• 6:15
  If you're a marketer and you're spending $5 million a year on digital advertising channels to acquire patients, legal knocks on your door one day and says, "You need to shut off those ad channels," that's an existential crisis.
• 6:28
  Like- Oh my God. Yeah, that sounds so stressful. [laughs] Yeah. Like, you know, like, do you just prop up a brand new organic content strategy overnight to replace that five million spend? Yeah.
• 6:38
  [laughs] That could take- No. Like- That could take two years... years. Yeah. [laughs] Yeah. So the sales cycle for us is much quicker. It's measured in, like, you know, 60 days versus six months. Okay. Got it.
• 6:47
  That makes sense. I'm always fascinated to talk about where content fits into longer sales cycles. Mm. Because it tends not to just be like,
• 6:56
  you know, let's do some keyword research and see how many people we can get on the site and try to convert 2% of those, and like, if we do that, we win. Like, it's much more... I mean, it's complex, it's nuanced, it's...
• 7:07
  Also, like, you have to understand the customer in a way that for maybe like a, like a PLG style company- Yeah... you do have to understand the customer there, but, like, you really gotta know. Yeah.
• 7:18
  Like, what are the very specific problems of a healthcare marketer in order to provide content that supports from awareness all the way through to a deal being closed?
• 7:27
  So- Yeah, you gotta, you gotta put on the product marketing hat. Like, this is where the intersection of product marketing and content are super important 'cause you nailed it.
• 7:36
  Like, if you're trying to help a marketer navigate legal nuances and complexity, like you can't fake that. Right. You know what I mean? Like- Right. Right...
• 7:46
  you, you, you fake it just to get the conversation, and then legal and compliance comes in and they're like, "You don't even know what you're talking about" [laughs]...
• 7:53
  that marketing buyer now doesn't trust you anymore, and they're moving on to the next.
• 7:57
  And in fact, that's what we've seen in the landscape is lots of companies just worried about selling versus, like, let me help you navigate this and figure it out, and we've been able to win on trust because we've helped them navigate the nuance.
• 8:12
  We've helped educate not only our marketing buyer on legal matters, we've helped educate our legal stakeholder to understand why does marketing need to send data to these tools?
• 8:23
  'Cause in their mind they're like- Oh, interesting... just for, just stop sending data to these tools and move on. You're like, it's not gonna work. Like, your CAC is gonna go through the roof. Right.
• 8:32
  You know, like w- what are you gonna do about it? So you're right. Like it's... The content for us is so critical in building trust. How does that affect your ability to get content out the door? Is it harder?
• 8:44
  Is it harder to- Yeah... nail the subject matter expertise to make sure that the T's are crossed and I's are dotted so that you are creating and sending something to the customer that is,
• 8:56
  you know, truly accurate based on, like, whatever regulations those folks have to follow?
• 9:01
  Yeah, it's much harder because, you know, if you're, if it's like a 101 article on something, you could just bring in a contractor and have them research it, like, through a variety of means and then ship something out.
• 9:14
  What we're trying to do is we're trying to present a worldview, but a worldview after we've distilled, like, nuanced legalese and try to like put it in a format that marketers can understand.
• 9:25
  And then on the other end, we're trying to go to legal experts who have not spent any time thinking about ad tech. Oh, yeah. They're thinking about, like, privacy as it relates to what's happening on site at a hospital.
• 9:36
  They're not really thinking about web trackers or pixels on a website. So we gotta do that on the other side as well.
• 9:43
  So it takes a lot of research, a little bit of risk because you gotta be super authoritative, and that pulls out insecurities when you're not a legal expert, and you're like, "Oh man, like, am I right about this?"
• 9:58
  You've done all the research, you've talked to legal experts, but basically you're gonna put a stake in the ground in testing that with real compliance teams and VPs of compliance, and watching anxiously to see if they nod their head or not.
• 10:11
  And after you've seen 10 of those calls where they're all, like, viscerally nodding their head, you're like, "Okay, we nailed this. Like, let's double down here."
• 10:19
  But it's probably the biggest, you know, narrative challenge I've ever had in my career. Wow, that's so interesting. So
• 10:27
  going back probably a year, maybe even longer than that, you put out a job ad to hire a head of content. I still think it was the most trafficked job ad that's ever been on the Superpath website. It was very popular.
• 10:41
  And, um- I'm in the wrong business. [laughs] When you hired somebody great, you hired Mark Rogers, who I worked with- Yeah...
• 10:47
  over at Animals, and then we had him on the podcast and we had a great conversation, and there was a couple things we covered that I thought were very interesting, 'cause this is episode 26 if you wanna go check it out.
• 10:56
  We talked about Mark's process for setting up a content strategy because this is, like, his first couple weeks on the job. So- Yeah...
• 11:02
  we were sort of talking through like, "Okay, Mark, like, talk us through, like, what's your plans? What are you doing in your first 90 days? How are you getting up to speed?"
• 11:08
  That type of thing, which was great, and that's evergreen. Folks, you should go listen to that. Another thing he talked about was, [clears throat] excuse me, not rushing to jump into SEO.
• 11:18
  You know, at the time, everybody was just doing SEO all the time, so it kinda felt a little contradictory to say, like, "Actually, we're not gonna focus on that." Now it feels like, who knows what's going on with SEO.
• 11:30
  [laughs] You know, there's, like, a lot of more uncertainty in that world than there was 12 months ago.
• 11:34
  Are you able to give us maybe just an overview or kind of an update on what is the primary role that content plays at Fresh Paint?
• 11:43
  I'm assuming maybe there's a little bit of SEO, I'm sure there's some awareness, but is it primarily geared towards supporting that longer sales cycle or, you know, or are you trying to cover a lot of bases with content?
• 11:55
  Yeah. If you... Do you mind if I just, like, touch on the worldview I have around SEO real quick? Yeah. Oh, please. 'Cause I think it'll help answer. Yeah.
• 12:01
  Like, I think SEO is, like, there are certain businesses that have been built, like focusing purely on SEO as a growth lever.And I think that can make sense in a lot of different places.
• 12:13
  You know, if I have a TAM with 100,000 logos in it, and my ACV for my product is, like, a lower value, like high velocity land, then yeah, SEO's probably gonna be a good way 'cause I need a super, like, scalable, economical way to acquire customers.
• 12:30
  That's not what I'm faced with at Fresh Paint. I've got about 3,000 enterprise healthcare providers. If you're wondering if that's big or small, that's really small.
• 12:37
  Like, that's not a huge logo TAM, but they're all really high value, repeatable problem set statement. 100% identifiable from the outside. Like, my ideal customer profile- Interesting... I can draw a circle.
• 12:50
  I know every one of those logos right now, like, they're loaded into our CRM, and there's not as much intent because this is such a new problem for them.
• 13:00
  These, like, regulatory tailwinds that are benefiting Fresh Paint as a company are very new for our buyer.
• 13:06
  So you know, you're gonna have some adjacent stuff, but it's gonna be a extremely long tail of SEO, and you've done this before, Jimmy.
• 13:14
  You know if I start that as my strategy, probably gonna take me two-plus years before I've really reached my stride. My board doesn't want to [laughs] give me two years to grow this company.
• 13:25
  Like, we're trying to acquire these healthcare providers as quickly as possible because it is such an acute need from a regulatory basis, and obviously there's gonna be competition.
• 13:34
  So we want to land those customers as fast as possible. So in that context, like, going out to those logos, going outbound, you know, with the story, not just with sales, with marketing.
• 13:45
  Going outbound with a story, with a narrative, is the way that we believe that we can reach that market faster. And to prove that concept, when you met with Mark, you know, we were roughly a $1 to $2 million company.
• 13:57
  We're a $14 million company- Oh, wow... you know, a little over a year later. So- Yeah, that was not that long ago.
• 14:02
  Yeah, so the thesis of, like, building a narrative that goes outbound is going to help us drive, like, really, really fast results over this long strategy of SEO has played out. Like, it's actually worked.
• 14:14
  Does that mean I'll forever stay away from SEO? Absolutely not. Like, eventually you have enough resources, you have enough time, and you can do and, and, and.
• 14:23
  Then you start to layer these things in, but that was not the choice when, when I had Mark, you know, write that. Yeah. Makes a ton of sense.
• 14:30
  This is actually why I love talking to marketing leaders because, you know, usually we talk to content folks, and if there's a content lead, that means somebody higher in the company already decided that content is an important growth lever.
• 14:41
  Hired this person. Mm. Now they're thinking about content. You're thinking a couple steps further back. You're thinking, "I gotta grow this company. Like, my charter is grow the business. What are my tools?" Yeah.
• 14:51
  "What's my runway?" Yeah. "What's my, what are my resources like?"
• 14:54
  And then you have to think very carefully about where content fits in, and I think that some of the breakdown that happens between marketing leaders and content teams is the content folks have forgotten about that part.
• 15:07
  You know what I mean? Yeah.
• 15:07
  They're very focused maybe on the craft of content, on the calendar, and getting things out the door, and the quality, which is important, and all that stuff, but the thing that I think maybe gets lost is that this is one lever.
• 15:19
  There are others, and each has to line up to a very specific business objective, or it's not worth doing, right? That's right. What are your other levers that you're thinking about right now?
• 15:30
  Like, you mentioned outbound. Are there a couple others that- Yeah... you're, you know, you/the team are actively working on? Yeah.
• 15:37
  I think 'cause content is so important to your audience, like, content is a driver for all of these things. So a big channel for us, like a lot of healthcare...
• 15:45
  And again, this is where you, you have to be really careful, whether you're a marketing leader or a content leader, of coming with playbooks.
• 15:51
  You have to really understand your market, your ICP, your persona, like, what's the situational, like, moment for you?
• 16:00
  What we found very early was like, oh wow, our healthcare marketing teams actually don't have a high sophistication and high performance digital advertising, so they go externally to agencies that are really, really good at this.
• 16:13
  And there's a whole bunch of marketing agencies that specialize in helping these healthcare brands. Oh, interesting. We learned about a few of those.
• 16:20
  We started going out to test the waters and realized, wait a second, they have a existential crisis as well.
• 16:26
  Because if that marketing leader who's spending five million a year and you're managing that, you know, most of these agencies get paid a percentage of ad spend.
• 16:34
  If they come to you and threaten to throttle that at all because of privacy concerns or because their legal team told them to stop using Facebook, that is a direct impact to the bottom line of that agency.
• 16:45
  So we went pretty aggressively to partner with thought leadership, with relationship building with those agencies, and about half of our business now comes from our marketing agency partnerships. So- Very cool...
• 16:58
  that's been a really, really big driver. I also, like... I feel like I hear people say content, and then it's like SEO or an e-book. Like- Yeah... I feel like it's so siloed. I think of content as in person events.
• 17:12
  Like, if we have speaking opportunities at a conference that's really specific to our persona and our market, I think of, oh wow, there's this updated guidance in the market that confused the shit out of everybody.
• 17:25
  I think of doing a webinar that gets a subject matter expert, like a lawyer who has 10 years experience here, and have, like, a quick interview like we're doing to help them get to the nuance of that.
• 17:36
  I think of all of that as content, and those are really big drivers for us of educating our buyer, and very quickly after that, because of the nature of the problem they're facing, they wanna continue talking to us to just get more into the nuance.
• 17:51
  And we-we're so adjacent to it that a lot of times that just organically turns into a product conversation. Mm. That's so interesting. That's such a...
• 18:00
  I haven't heard content described the way that you just did, but it makes a ton of sense, especially from your perspective as the VP. How do you think about the measurement of all of this?
• 18:10
  And I find-That there's kind of two camps on this. Like, there's kind of the believers- Yeah... there's the believers, you know, and it's like it's the self-fulfilling prophecy. You know?
• 18:19
  It's like if you believe content will work, it, it probably will because you'll put in the appropriate effort to understand the customer, provide them with what they need, and then, you know, it all plays out like you want it to.
• 18:29
  And then there's the skeptics who are just like, "I just need data. You have to prove to me with data."
• 18:34
  And it gets very muddy when you start trying to do that, especially if you're gonna expand the definition of content into events and webinars and other things.
• 18:41
  So it wouldn't surprise me if you could talk about reporting for hours because it's probably something you think about a lot.
• 18:47
  But is there, like, a succinct way to talk through how you think about keeping track of all this stuff? Yeah. For sure. I, I will, I will give one piece of advice to everybody that's in content marketing.
• 18:57
  Stress test your marketing leader if they've got your back. Like, are they influential enough within the leadership team and the board to sell?
• 19:05
  'Cause marketing is all about selling a story, and that's internally as well. If they're not good at that and you feel like you... Put up your radar because that- that's where a lot of this starts.
• 19:15
  Like, I do a lot of work to make it clear, not just our founders, but our board and our investors, understand what we're doing.
• 19:24
  Like, maybe I oversell, maybe I annoy people by telling the same story over and over again, but I make it crystal clear how this growth engine is working and make sure they understand how vital content is a part of it.
• 19:36
  As much as, like, in my board slides, if we've done a great webinar, we've done something that's content driven, that stuff gets linked to on my board slides- Mm...
• 19:44
  and I make sure to talk about it because they need to know firsthand how's the sausage being made. Yeah.
• 19:50
  I think the problem with content marketing, and I've seen and I hear everybody, like, I see everyone want to decouple themselves from content marketing that's related to pipeline and revenue. That's not fair.
• 20:04
  They don't want to do that, but they're making the argument, "I've gotta do stuff that I can't really measure. Like, it's gonna be hard if I can't." That is true, but you have to start by, like, proving your value.
• 20:17
  And so you wanna make sure you get as close to demand gen as possible because demand gen is the closest thing to ARR that's not sales, right? Like, if- Okay, yeah, that makes sense...
• 20:27
  Fresh Paint, 100% of our ARR comes from pipeline.
• 20:30
  So I can say with a straight face that the company's growth has been driven by the direct collaboration of pipeline from marketing to sales, and then sales does, like, great work to close that out.
• 20:43
  So if I'm a content leader, like, the very first place I'm starting, and this is where Mark and I put a lot of energy, is let's fuel the demand gen team. Let's fuel the partnership team.
• 20:55
  What are the tools that they need to drive campaigns that drive pipeline? 'Cause now, Mark, I can attach you to that result.
• 21:03
  Say, oh, we did this webinar that sponsor with Vectors, which is a leader in healthcare, and we had over 200 attendees to listen to this legal subject matter expertise,
• 21:14
  and I can draw a line to the number of sales conversations and pipeline that that webinar has directly generated. That's... Yeah, that's awesome.
• 21:21
  That's incredibly valuable content that we can be proud of that's directly connected to revenue. Now, can I measure all the downstream benefits, the word of mouth, the stuff that's not measurable? No.
• 21:33
  I trust that that's gonna be there, but I've got a bright line that says, hey, what Mark is doing is driving the growth of the business.
• 21:40
  So I always start there and make sure that I can try to get content as close to the revenue as possible, which buys me the runway to go do Fresh Paint 5 newsletter, where I'm never gonna be able to draw a dotted line, did this thing, like, get a deal for sales, but we know that it's gonna give that worldview and get people nodding their heads at our worldview out there, which is immeasurably valuable.
• 22:04
  Yeah. I love that. I love that. I'm just gonna, like, flag that for people listening. Like, do something you know is gonna work and you can measure. Buy the trust- Yeah... and then do your experiments later. But you...
• 22:14
  Yeah, you can't come in and start telling a marketing leader, "Okay, well, I have this huge- No... you know, this great concept. It's gonna be, you know, exciting.
• 22:21
  All this creative energy's gonna go into it, and I have absolutely no idea if it's gonna work or how we're gonna find out [laughs] if it did or not." I mean, Jimmy, do you think...
• 22:29
  Like, what do you think when founders... Like, I've been hired by eight first-time founders through eight different startups. When they hire me, what do you think that they expect?
• 22:39
  They don't expect me to redo the website. They expect me to grow their ARR by 4X- Right... in the first year. Yeah, yeah. And then 2X after that. So where do I start?
• 22:49
  I gotta start with putting the motions in place that are gonna create that repeatable opportunity to do that, and then I'm gonna start thinking about the future. Like, how do I stand up the brand?
• 23:01
  How do I, like, do those things? But I'm gonna shore up the runway that my team needs so that we have time to do that other stuff. People are constantly making the argument of, like- Yeah...
• 23:10
  "Yeah, but I need to build brand. I need to create a category for..." Like, sure.
• 23:15
  But, like, why don't you just take care of business first and prove your value, and then you're gonna have a ton of runway to do a lot of these other things.
• 23:23
  And while revenue's growing, people are not gonna question or, like, micromanage all these other things that your team is doing. Yeah, totally. Totally. Stay close to the money. Yeah.
• 23:33
  I did wanna ask you at least briefly about, uh, so Mark, your head of content, he was out on paternity leave, and you took over content- Yeah... for a little while. And I'm just curious what that experience was like.
• 23:46
  Hiring, man. Yeah. Hiring. Yeah. Mark came back last week, and if you've listened to this, he's probably like, "Man, I came back and Ray just, like, did a two-hour call with me and I haven't talked to him since."
• 23:57
  [laughs] It wasn't that extreme, but I was super glad because I've got, obviously, a whole bunch of other initiatives that aren't content that I need to drive. Yeah.
• 24:06
  But, like, you know, there's a lot of options when I knew he was gonna go out for three months.
• 24:10
  One of those was like maybe we just hire another person and then keep that person on.Maybe we would hire a bunch of freelancers. We did bring one freelancer in who did great work for us.
• 24:20
  But I decided I needed to own it because, once again, as I said at the top, the narrative... Content is not an afterthought or, like, a nice-to-have for us.
• 24:29
  It is the center of our narrative, educating, you know, our market. And so I needed to just continue to make sure that that was being done. And here's a story.
• 24:38
  Like, I'm glad I did that because during that time, there was a major court ruling that impacted the HIPAA guidance around- Oh... some of the things we just talked about. Interesting, so you gotta be on that.
• 24:50
  And it was super confusing. People were like internally at Fresh Paint, our customers externally, people didn't understand what it meant.
• 24:58
  So I literally had to drop everything on a Monday, and I got on the phone with lawyers and judges and just people who know a lot more about this stuff than I did, and spent like six hours, like, heads down. Wow.
• 25:10
  Like, everything else was burning. And we came out with an incredible piece, and the- you know it was all worth it because the entire market, our customers, our prospects were like, "Thank God you explained this to us."
• 25:21
  Like, people were, like, waiting for the Fresh Paint five newsletter to, like... for us to have an answer to this. So that matters, man. That, like, drives, that drives our growth. And guess what?
• 25:31
  This past quarter, where there was this moment of uncertainty about what does this mean about the guidance, we had our largest quarter of AR growth- Sweet... ever in the company. Amazing. So good stress test.
• 25:42
  Yeah, that's really cool. That's really cool. We'll have to have Mark back on sometime. You know, I would love to- He's good...
• 25:47
  you know, just kinda dive back into, like, some of the really nitty-gritty of, like, how do... Okay, you gotta write a blog post.
• 25:53
  How do you do it with some of the constraints you're working with, the compliance, all that stuff? So- Yeah... I'll hit him up now that he's back. Ray, thank you so much for your time.
• 26:01
  I would strongly encourage people, go to the Fresh Paint website. Now that you've heard Ray describe what the marketing efforts are like, go see it. Go see it in action.
• 26:10
  And check out the Fresh Paint Five, that's a newsletter? That's a newsletter, yeah. Yeah, I would encourage people to go sign up for that too. Like, we'll put some links in the show notes for people.
• 26:17
  And how about you, Ray? Is there somewhere we can send folks to stay in touch with you, social si- or personal website or anywhere else? Yeah, I'm on LinkedIn. You can just find me there, Ray Mina on LinkedIn.
• 26:25
  So yeah, reach out to me. Happy to talk shop. I love marketing. I've done marketing in not just health tech, but legal tech and ed tech, so construction tech twice, so I've, I've touched a lot of different industries.
• 26:37
  So, uh, I'm an anti-playbook guy. It's all about, like, understanding the market. So if you've got questions, I probably can, uh, can geek out with you a little bit on your market as well. I love it.
• 26:46
  Really appreciate that. We'll put a link to your LinkedIn in there and, uh, thanks again for your time, Ray. Yeah. Good to see you, Jimmy. Yeah. Thanks for having me on. Take care, man. [upbeat music]