Latest / The Prompt / Ep. 546 | How to scale personalized ABM with AI for enterprise success

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Ep. 546 | How to scale personalized ABM with AI for enterprise success · The Prompt

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This is on base your one stop shop for solving your most
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pressing B2B go to market challenges.
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Each week, host Chris Moody and Paul Gibson talk to sales and
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marketing leaders to get you in depth insights and creative
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strategies to set your revenue teams up for success.
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Hey everyone, welcome back to the Home Based Podcast.
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I'm your host, Chris Moody, and today I'm very excited to have
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Vincent de Castro with us to talk about AI and account based
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marketing, scaling, personalization for enterprise
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success. Vincent, thanks for joining us
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today and welcome to the show. Hey, Chris, great to be here.
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Good to see you again. Appreciate the invite.
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I'm really, really looking forward to the conversation.
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Two things that I'm super passionate about, just like you.
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Yeah, well, I, I'm excited to have you here.
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We've done workshops together. And for those of you who don't
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know, which is everyone, you wouldn't know this, this is the
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second time we've come to record this episode.
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The last time we were so passionate about AI use cases
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for account based. We use our entire time talking
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about it and showing each other examples, which we almost did
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again today. So this is a very, very
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important topic. I know you and I are are living
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this on the daily, but I'd love for you to start a little bit
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about your journey. What led you to what you're
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doing today? Yeah, that's a good question.
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So I've been involved in B2B marketing for over 20 years,
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really got my start when Google was figuring out how to monetize
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their traffic. So I've been in search marketing
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for 2223 years, almost really worked heavily with industrial
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manufacturing companies and then started the agency in about
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2009, almost 2010. And from there, you know,
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providing a lot of enterprise organizations, what we would
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call lead Gen. today. So that was kind of the, the
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like how did I get into B2B marketing?
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And then about 8 years ago, maybe almost nine years ago now
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is when we started to get involved in ABM.
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And so one of our, our big clients here in Atlanta came to
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us. We were doing lead Gen. for them
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and they had asked about ABM. It was something that they were
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interested in and demand Gen. And so, you know, being the
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curious bunch of marketers that we are, we were like, yeah,
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let's, let's check it out, let's see what it's about.
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And so we, you know, rolled up our sleeves, got involved and
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you really never look back. And I'd say about a year later
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is when we decided that's, this is what we want to do.
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This is who we want to be when we grow up.
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We want to be heavily involved in ABM.
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It's my opinion is it's probably the most challenging form of
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marketing and that you can do. It's very complex, especially
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the lower funnel stuff that we've talked about 1,000,000 * 1
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to few and 1:00 to 1:00. It doesn't get any more
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complicated than that from a marketing perspective in my
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experience. And so we all as a team just
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gravitated towards that. And it's still, I mean I'm still
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super passionate about it today. I love the the way things
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change, the martech that improves and gets better and
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better AI that we'll talk about in a little bit.
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I mean, huge, huge impact on the ABM space.
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So yeah, almost nine years in ABM specifically.
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But you know, now I'm really kind of joining that that ABM
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passion with AI, which is just incredibly exciting.
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I mean, it's changing every single day.
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And then there's, like I talked about last time, Mattis, things
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that just come out of left field that nobody knew about.
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And then all of a sudden it's the next big thing.
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And it, it really, you know, the bar is getting raised by these
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companies that you just don't expect.
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They're just, you know, they're small, they're scrappy, they're,
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you know, they're bootstrapped, but they're doing some really,
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really cool and exciting stuff. So I mean, it's from my
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perspective, AI is going to be AB2B marketer's best friend, if
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it isn't already. It should be, but it absolutely
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would be. Yeah, awesome stuff there.
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I love that. I completely agree with you too.
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And you were hitting on small Scrappy and some of the
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disruption that's happening in AI while also talking about the
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complexity of enterprise, which I think is interesting because
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it is very challenging. You head on one to Few and 1:00
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to 1:00 ABM too. I'd love to know what
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experiences stand out for you that help to shape how you think
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about the difficulties of 1 to few and 1:00 to 1:00.
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Yeah, I, you know, really one to one is the place where I am most
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excited to be on a daily basis just because it's it's that
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point in time where you're talking with marketing, you're
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talking with the sellers and then you're really trying to
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extract like what's the nugget? What's the exciting piece of
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interesting information? And so I think you know the
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first time I really did an in depth strategy session with a
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marketing team and the sellers that they represent and doing
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that kind of process where we're looking for that.
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What's that spark? What's that one really, really
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cool piece of information that we're going to make the whole
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campaign around that's going to and it's going to drive whatever
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that KPI is. Is it a perception change?
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Is it, you know, increased engagement from the C level?
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Is it helping the sellers to open doors?
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Any number of different things that that one to one can do.
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So really, you know, and I won't mention the name of the client,
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but you know, we were talking about their target account and
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the sellers were super engaged, which as you know as well as I
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do, it's the most important part of ABN.
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Like if you don't have that sales engagement, you are going
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to have a real uphill battle. And as we were talking through
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like the account and the the key people who needed to be
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influenced, they were talking about a whole other initiative
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with their, their innovation department within the target
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account and what they were doing with them.
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And we latched on to that. We dug into it and came up with
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this, what they agreed with an awesome idea, which was, hey,
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let's do a joint event. Let's do a joint event with you
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and this client that you're trying to build a new
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relationship with the CEO. And I mean, it just evolved from
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there. And I mean it, it was amazing
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from there. It led to a super close
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relationship that culminated with the CEO actually joining
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them, their executive team at the Super Bowl for like 4 days.
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And so just to see those actual results though, like to me,
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that's what's super awesome. You go from this like interview
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process, you come up with that big idea, right?
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And that's what the content and the channels and the design all
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feed off of. And then you execute it.
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And to see that come to fruition and exceed everyone's
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expectations is that's what it's all about to me.
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That's what I love about this. And seeing the Super Bowl is
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pretty cool. That's always a good thing.
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Yeah, nice perk there. Well, look for those who aren't
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in enterprise, this is obvious, but sometimes we're talking
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years for the sales cycle, not days, Years for some companies.
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I'm curious Vincent, what are your biggest learnings or
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takeaways from working with the high value long sell cycle
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accounts? Yeah, that's a great question.
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I think that the first thing is making sure that you have
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alignment inside of the organization because what I have
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seen be a big challenge for you know mid market startup
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companies. Obviously they're they're
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operating often times with smaller budgets, but having the
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ability to go from the starting point to the finish line is
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absolutely critical. And so not getting, you know,
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sidetracked, not seeing other shiny thing and going off that
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direction, but being able to really have the discipline to
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start, create the plan and then see it all the way to fruition.
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And you know, that saying what is it?
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Sell fast is I think a big part of this process, especially for
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the mid market companies that, you know, they're just trying to
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understand ABM and how does it work in their organization and
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how they scale it. Just get in there and do it
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right and see it all the way through.
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Obviously create the KPIs, but you know, you want to be able to
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get the mistakes out of the way as quickly as you can.
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And then really dedicate the next 2-3, six months to actually
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learning what's working, what's going to be, you know, the best
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fit for the the clients that you're going or the target
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accounts are going after. So I would say, you know, don't
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spend too much time trying to make it great.
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Start with good, get into market, run the campaigns all
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the way through the finish line and then learn.
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That's to me the the essence of like truly getting ABM under
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your belt and scaling inside of an organization.
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All right, Yeah, Scaling. There's my Segway.
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You gave it to me. I'm going to ask you the the
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most difficult question, Vincent.
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So we've failed fast. We've gathered our learnings,
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we've had some successes and we've had the communication
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around it. We're aligned and now an
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executive comes to us and says, hey, that's great, you did this
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for 20 accounts. I need you to do that for 200 or
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500. And it's the the classic problem
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of how we scale one to few and 1 to 1 strategies in an enterprise
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level account. What are some of the biggest
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challenges that you see there and then how do you work to
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offset those? Those are good.
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They are tough questions and they're good questions, and
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that's the kind of thinking that you need to apply to this stuff
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because you want to have an idea of where your challenge they're
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going to lie as you're setting at your road map.
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We have our own proprietary road map for AVM maturity that takes
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these things into account. But the biggest challenges, and
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this is the crazy part, they haven't changed since we've been
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doing ABM here at the agency is really the ability to, you know,
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number one, get the assets as personalized as they need to be
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depending on the stage of the the funnel.
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So if it's one to few, it's not super hard, right?
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It's not a huge lift, but when you get into one to one and it's
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a big, big like you're going after enterprise targets, 2 year
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sales cycle, you know, 10 million, hundred million, $1
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billion contract values. You are sending a lot of stuff,
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you're personalizing a lot of stuff.
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And that's the the place where people run into roadblocks, they
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hit the wall. I wouldn't say it's easy to do
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20 strategic accounts over the course of a year doing 1 to one.
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It's not easy. But if you talk about really,
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you know, turning that up, that volume up, that's where you run
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into how am I going to get my value propositions, my team
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cards, my, you know, proposals, let alone all of the other
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traditional stuff like emails and white papers and and case
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studies, Hyper personalized, not just personalized.
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Like we've got to look beyond personalization to hyper
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personalization. But that is, and there's
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probably two key pieces. There's the e-mail.
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So how do you scale the e-mail if now you're trying to
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influence decision makers across the executive level and then the
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influencers that will also be feeding up to them.
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How do you like learn what they care about?
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How do you learn what their challenges are and then
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incorporate what your solutions are in the right sales framework
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that speaks to them based on their personality?
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How do you do that at scale? And that's where AI comes in,
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right? Like that's the the part that is
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so exciting to me and to the agency in general is like you
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now have the ability to scale and remove those factors and do
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better. Like that's the crazy part to
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me, Chris is like you're not just like I John Smith at, you
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know, company XYZI know, as a CTO you wrestle with like that's
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so lame, right? You see those emails and you
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just hit the delete button. We're talking about like truly
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hyper personalized stuff. And so doing that at scale
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absolutely requires either 100 person team or AI.
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That's part of a, a process, an AI automation process.
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So connecting, you know, the ChatGPT piece, creating your
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custom agents, having that, you know, connected with N8N or with
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make.com so that it actually completes tasks.
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And that's the part I think where marketers have to start to
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look at like you're trying to go from, I'm into chat TPT and I'm
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prompting and you know, it's taking me two hours to get the
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output I want. But you still haven't gotten the
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thing done. You still haven't completed the
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PDF document or the emails at scale.
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You need a automation that can actually take the a lot of the
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human stuff out of the way, keep the human in the loop, but then
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do the tasks for you. And so, you know, giving you
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that time to be able to do the stuff we both like to do.
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Every marketer likes to do the thinking, the strategizing, the
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what's next? How do I get better?
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How do we get, you know, more out of what we are doing
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currently? So that to me is the biggest
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challenge in lower funnel ABM. But the exciting part is, is AI
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is going to play a giant role in removing a roadblock.
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Yeah, great stuff there. You actually answered the
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question I was going to ask you next, which is phenomenal.
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My brain was going to the the VH1 pop music.
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Remember the little bubbles that would come up to be like, check
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this out, check this out. A few things are coming to mind
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there. One, you know, in demand base,
13:20
we have account summaries now that's an agent to go and try to
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help with this. So I I do love how you're
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thinking about AI there. There was also another podcast
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episode we did with Sam McKenna, which was about show me, you
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know me. So some of the combination of AI
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and human elements. I do think this is where it can
13:39
get really interesting because it may not be me doing research
13:45
myself for 50 accounts. I could use AI to get me 90% of
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the way there and then even if I don't have an agent to tell me,
13:53
hey, Chris is a Duke fan, this is Sam's example.
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Sam was a Kentucky fan. Unfortunately, I do have a.
14:02
Duke. Mr. Yeah, with Christian Leitner
14:04
right there, that the most hated person in the sports world to be
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heard. So she said, look, if I'm
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sending you an e-mail, it's going to say Duke plus Christian
14:14
Leitner, plus I hate you plus go to market challenges.
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And she said that will take me 10 seconds because I know you
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and then I'm showing you, I know you.
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And then you could have some AI to assist you on that.
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But I'm curious if you're seeing with AI personalization, some of
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the combination of those human elements, because I do think
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there's an opportunity to really stand out even at scale.
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Oh, there's no doubt. And and that's what I mean by
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hyper personalization is to show that you actually know the
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person. Now, I didn't personally do the
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research, but using AI to to shortcut that process because
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that's just, I don't want to make it sound like anyone could
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do the research, but, you know, often times these are the tasks
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that take up a lot of bandwidth that that could be done by, you
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know, a manual process. And so using tools like humantic
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AII love Manus, that's my own personal favorite.
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So really letting the tools do the research on the LinkedIn
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profile and finding additional information about that person
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online, you know, via their their social media channels and
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posts, and then incorporating that into the framework of the
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messaging is where we're at right now.
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So we're taking storytelling framework books.
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So like magic words, if you're familiar with that, which then
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matches that personality type with the appropriate sales
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framework so that you're starting out with the idea of
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like, you know, maybe that headline appeals to you, but
15:44
maybe it wouldn't appeal to me. Like I'm not a huge watching
15:47
sports fan. I'm I'd like to go, you know,
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ride my bike in the mountains or compete at bike races, that kind
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of stuff. I don't watch a lot of like
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sports on television, but if you were to come at me with a story
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or, or a headline about mountain biking and Moab, which is one of
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my personal favorite rides, you're going to get me 100%, no
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doubt about that. And that's the kind of stuff you
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talk about hyper personalization that AI can bring to the table
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is just that kind of thing. And it's the scalability, like
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you mentioned, how do you scale that?
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And it's going to be connecting tools.
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It isn't one tool. It it, well, eventually it
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probably will be, but it isn't going to be like ChatGPT doesn't
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do that on its own. You've got to then connect
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ChatGPT via, you know, make.com, for instance, which is a webhook
16:30
tool with the other pieces that are going to be involved.
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You're going to create custom agents that are going to do a
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piece. And that's why Manus is cool,
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right? Because Manus Manus has the
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wrapper around all of these tools.
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And so Manus does the task assignment to different agents
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to go out and you do the research, you create the
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framework, you do the writing, and then it aggregates
16:53
everything and it comes back to you with this completed process
16:56
or a thing, right? So it actually does, which is
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the, that's the mind boggling part to me is like it actually
17:02
does the stuff. So I don't have to take it and
17:05
say, OK, now I'm going to take that file.
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I'm going to send it to my copywriter and they're going to
17:08
revise it. And then they're going to send
17:10
it to the designer and then they're going to send it to the
17:12
marketing operations person. Like the whole thing can get
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done essentially from an AI automation process.
17:20
Yeah. World's changing fast, Vincent.
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Yeah, man, I don't want to overwhelm people, but that is a
17:25
tool to definitely check out. I mean, look, check with your
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privacy team too. You and I have talked about
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this. Make sure it's something you
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don't want to put sensitive information into.
17:35
I'm curious if we come back to the long timeline.
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So a lot of what we're talking about is that hyper
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personalization. There's an element of time
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there. So knowing what is timely when
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we have 12 to 24 month sales cycles where we may be
17:50
communicating over a long period of time, how do we make sure
17:54
that we're effective and recent with any information we're
17:58
sharing? And that's where the humans, I
18:00
think, are always going to play a huge part, right?
18:02
Like that's why my first reaction to Manus was like, Oh
18:05
my God, you don't need. But the reality is, is that that
18:09
real strategic, like the situation you're talking about
18:12
requires a human to think through that.
18:15
And so the critical piece is 1 to 1's, all about relationships.
18:19
Like, you know, that at the end of the day is what you aim to do
18:23
with one to one. I know everyone's got a little
18:26
bit of a different opinion. I look at ABM.
18:28
My definition is what your very best account executive would do
18:31
if they had unlimited time, energy and resources.
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That's what ABM in my mind should be.
18:36
It isn't, you know, brand, but it can be top of the funnel, can
18:40
be brand. I see companies kind of doing
18:43
brand at 1:00 to 1:00, which is I think in all fairness one form
18:46
of 1:00 to 1:00. But when I think about strategic
18:49
1 to one ABM, it is about the relationship.
18:52
And so there should always be that like constant checking in
18:56
and collaboration. What's saying from the seller's
18:59
perspective as an executive, you know, moved out and new ones
19:03
coming in, have we improved that relationship?
19:06
And that's a key metric that we tracked for KPIs and 1 to 1 is,
19:10
you know, that that relationship going from red, if that's where
19:13
it is through yellow into green, which indicates, you know, we're
19:17
making some significant headway, we're improving that
19:19
relationship. And at the end of the day, I
19:22
think that that that is the very best thing that one to one ABM
19:25
can provide. If you can secure a good close
19:29
relationship with a meaningful executive at an enterprise
19:32
organization. That was either, you know, brand
19:36
new to the organization when you started, or they had a negative
19:39
perception about what you do. And you've moved that to a place
19:42
where now, you know, they'll text you back or they'll answer
19:45
your phone call. If you call, that's that's huge,
19:47
right? That's in terms of making deals
19:49
like AI isn't going to replace that I don't think anytime soon.
19:53
You crush the definition of ABM too.
19:54
That's one of my favourites. I, I will certainly pull that
19:57
quote and use it myself, even if it's not the corporate channel.
20:01
What your best Rep would do with unlimited time resources?
20:04
That, that was awesome. I love that.
20:06
What about targeting? So we know that one of the most
20:10
challenging parts of account base has been building our ICP,
20:14
picking the right accounts to approach.
20:16
How is AI helping to handle the complexity of enterprise
20:19
targeting? Yeah, that to me is let's call
20:23
it low hanging fruit, right, Because you take the the human
20:27
feelings out of it and I think that you see a very different
20:30
picture of the accounts that you would pick just solely based on
20:33
the data. Now, you know, a whole nother
20:35
question or conversation would be what's the quality of our
20:38
data? You know, is it good enough to
20:39
rely on assuming that it is using AIA tool like Manus or you
20:44
know, an automated configuration of number of different tools is
20:48
going to give you what I've seen to be much, much better account
20:52
selection process. It's that old engineering axiom,
20:55
garbage in, garbage out. And you know, sometimes it's a
20:58
let's pick accounts by committee.
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Let's get, you know, sales folks to give us their, you know,
21:04
vanity logos that they really want to do business with.
21:07
But what's the behind the scenes, what's the growth
21:09
opportunity? Are they actually a good fit for
21:12
us to partner with? What's the the historical on the
21:16
account? Have we had them before?
21:17
You know, how did that go? What's the what are the things
21:19
that kept us from working with them in the past?
21:22
All of these different, you know, my mind is like columns
21:25
that come out of Salesforce and you know, the more information
21:29
you can pull in to help you to make that informed decision
21:32
based on the what's the needs of the business.
21:34
And so to me, it always starts with what are we really trying
21:37
to accomplish here? Like what is the goal of the ABM
21:40
campaign? Not leads, right?
21:42
Like ABM, and I hate to be the bearer of bad news and other
21:46
people would disagree. ABM isn't lead Gen. right?
21:49
And that's why I focus on the relationship part.
21:51
ABM is really designed to be able to improve those
21:55
relationships. So, you know, what are the
21:57
factors that we know we need to incorporate to pick the right
22:01
accounts? And it's got to start with like,
22:03
what is our true goal for this campaign?
22:06
What is it we're actually trying to do?
22:08
And it has to match the style of campaign, the funnel stage.
22:11
And then, you know, pulling info from demand base, You know,
22:15
assuming that they're smart and they're using demand base for
22:18
their ABM platform, so much data in there that maybe they don't
22:21
even know is in there that we can then merge that with
22:24
Salesforce to really be able to, to choose the right accounts.
22:27
But it's my experience is it's got to be based on like true
22:30
real world business objectives. Real world business objectives I
22:34
love the real world thing. I I want to twist your arm a
22:36
little for a real world success story before we jump into the
22:40
lightning round. So we'll hit quick hitters next.
22:43
But what's your favorite real world success story where
22:47
scaling one to few or one to one account based with the help of
22:51
AI has gotten you exceptional results?
22:54
That's a great question. So we've been focusing a lot on
22:59
a slightly different sector lately and they're a little bit
23:02
less mature than what I would call the traditional ABM
23:05
company. So they're not SAS, they're not,
23:08
you know, tech. They're definitely a little bit
23:10
behind the curve. And so they have a lot of these
23:14
companies are global. So they've got like, you know,
23:17
sales teams and all sorts of different territories, North
23:20
America, South America, EMEA, APAC, they that presents in it
23:25
of itself really, really unique challenges, especially when
23:29
you're talking about that one to few process.
23:31
And so running pilot campaigns in strategic territories to
23:35
understand like what works, right?
23:38
What's the goal of the campaign? In this instance, it was what we
23:41
call the win back campaign. So old clients that no longer
23:44
were purchasing from them were the targets of these campaigns
23:47
throughout these four different regions.
23:49
Understanding what works. And then once you understand
23:52
what's going to be valuable to the, to the customer, it isn't,
23:55
you know, in my experience is you want to, you want to make
23:58
sure that you're showing them that you understand what their
24:01
challenge is. This isn't groundbreaking
24:02
information. And then what is your solution
24:04
that can help overcome that? Not how great we are not we're
24:06
the biggest, not we're the oldest, but how do you truly
24:09
solve their challenges? And then using so team cards,
24:13
great instance. We created an AI automation
24:16
process that actually will update the team cards based on
24:19
the fields coming out of SFDC. So adding in the right sales
24:24
team members, the right language is a huge piece, right?
24:28
And so there's some, you know, countries in EMEA that they
24:30
don't mind English and there's other countries in EMEA that
24:32
they want to see their, their native language.
24:34
So using an AI automation process to be able to create
24:39
these team cards and update them based on the regions and the
24:42
sellers was huge because it had taken us three weeks to do.
24:47
I think, you know, like two different companies, three
24:50
different companies to start with.
24:51
And so we cut that down from a two to three-week process all
24:55
the way down to basically in two days.
24:57
And that was like a phenomenal win because that allows you to
25:02
do that scale. Like you can't do the scale
25:04
without it, right? You might have the aspirational
25:06
like, hey, we want to be able to do this kind of play globally.
25:10
It's great. But how do you do it?
25:12
How do you get there? How do you actually make it, you
25:14
know, foundational for your organization and, and AI
25:17
automation has proven for us to be the real game changer in that
25:20
regard. I love that we're going to jump
25:22
into the whitening round. So this is going to be a
25:26
challenge of restraint here, right?
25:29
If we're in an elevator, we have our, our 32nd sound bites, the
25:33
first one. You've hit on this a bunch, but
25:36
I, I'd love for you to kind of zoom out and give us that 32nd
25:40
sound clip. How is AI going to change
25:42
account base? Go to market.
25:44
Wow. It's going to make it
25:45
streamlined, efficient, fast. That's the key to me for ABM
25:50
campaigns is get into market quick.
25:52
That's absolutely the most important part, and it's going
25:55
to make that doable. So it's not going to replace
25:57
humans, but it is going to make us better.
25:59
Love it, love it. Yeah, I I'm pro human on this
26:03
too. Yeah, me too.
26:05
Yeah, we, we have to learn all these tools.
26:07
We, we do, we have to keep up, but it is going to make us
26:10
better at our jobs. And so being ignorant is not a
26:13
good strategy. So I, I'm with you there.
26:15
I agree. What about the biggest challenge
26:18
in B2B sales? If you could only pick one
26:20
thing, what do you think's the hardest thing to do today?
26:23
That's a great question. I think to know where you need
26:27
to put your time, That to me is really the foundational
26:30
fundamental component of 1 to many and one to few is it should
26:34
tell you as a salesperson which accounts are in market and where
26:37
should I put my time. Perfect.
26:39
Nailed that one. Yeah, we just talked.
26:41
We had an executive off site. We were talking about
26:43
prioritization so much. I mean, knowing where to spend
26:46
your time. Huge, huge focus for everyone,
26:49
not just sellers. All right, we have a couple
26:51
other quick ones. You know this one because you've
26:53
listed episodes before, but we love to ask tech recs your
26:56
favorite tools. So you have mentioned Manus.
26:59
That's MANUS. What are some of the favorite
27:02
pieces of technology you're using today?
27:04
Yeah, Manus is up there. Manus is like my new best
27:07
friend. And then Humantic AI is great.
27:10
And I'm sure a lot of folks that are watching this are familiar
27:14
with Crystal Nose. And it's a great tool, don't get
27:16
me wrong. But Humantic is, in my opinion,
27:19
even more useful at scale because I can just go and grab a
27:22
bunch of LinkedIn profiles, drop them into this tool and it's
27:25
going to give me the important stuff I need to know about that
27:29
individual. So it's going to give me, you
27:32
know, your disk personality, the big 5 personality traits, how to
27:36
sell to you what you care about, you know, is FOMO a thing for
27:39
you? Is it data-driven?
27:41
Like these are the, I think the the pieces that we have now the
27:45
ability to start to incorporate a scale.
27:48
Love it. What about Goodreads?
27:50
So we expand reads. We're generous here.
27:53
That could be book, blog, newsletter, podcast.
27:55
What stands out to you is the most helpful today.
27:58
Yeah, I will say, and I can't remember the person's name.
28:00
I, I saw them, they posted on LinkedIn, they're in our
28:04
industry. And she mentioned like 5
28:06
storytelling framework books that I was like, oh, that's
28:10
really cool. And so I started to check them
28:12
out and unfortunately I don't have the time to read all five
28:16
books. So I'm able to go to, you know,
28:18
Manus and say, hey, give me the abridged high level version.
28:22
And it's really, really interesting.
28:24
We all talk about this, I know, but like, we're all humans at
28:28
the end of the day and we're trying to sell to other humans
28:30
and we're consumers. So, you know, we're not robots
28:34
in the B to B space that we then like take off that coat and go
28:37
back to the B to C world when I'm at home and shop a different
28:40
way. We all are influenced by the
28:42
same stuff. So the idea that that words
28:46
matter that much and how you frame stuff and that it's
28:49
possible to really frame things up, that is going to make it
28:53
easier to sell to somebody just based on what they care about
28:56
and and how they assimilate information.
28:58
So if I come at you with, you know, hey, Chris, if you don't
29:01
do this today, you're going to experience this kind of loss.
29:04
And if you experience that kind of loss, this is going to happen
29:06
and you're not concerned about that.
29:08
And you're just going to be like, OK, well, I don't really
29:10
care. It's not an issue to me.
29:13
I'm more concerned about what's the ROI over here and and how
29:16
does it, you know, long term play into my plans.
29:19
That's a huge miss. If I can start to figure that
29:21
stuff out in advance and I'm selling to you in the style that
29:23
you're willing to be sold to, that's going to make my job even
29:27
easier. So those storytelling frameworks
29:29
for sales gold as far as I'm concerned.
29:32
Awesome. What about good people?
29:34
Who inspires you in the B2B space especially?
29:37
Oh man. Well, I mean, I think Gabe for
29:40
sure, just by by virtue of like the quality of the stuff that is
29:46
put out on LinkedIn all the time.
29:48
You, because you're an OG in this space, you've been around
29:51
forever. I mean, starting way back when,
29:54
like, you know, there isn't a person in the industry that you
29:56
don't know or what's going on currently.
29:58
So I mean, definitely some of the some of the folks that I
30:01
look to outside of that, there's some folks that, you know, I
30:04
would say are competitors of ours that that I'm always kind
30:08
of stalking their LinkedIn, not going to mention any names, but
30:12
I'm always impressed with with their information.
30:14
On the client side, we have some clients who are just super duper
30:18
smart. Jason Lewis over at Camore's,
30:20
which is a spin off of DuPont is one of my favorite people.
30:24
Sure, I'll shoot your or his LinkedIn over to you after this,
30:27
so you can maybe reach out to him and get him on here.
30:29
But yeah, I mean, super, super smart guy, really younger and
30:33
taking a, a, bringing a fresh approach to an industry that's
30:36
over 100 years old, so. Sandy well, checks in the mail
30:40
from Gabe Rogel and I. So when you get those checks,
30:43
thank you for mentioning us. Now I, I do the same.
30:46
I'd put you on that list too. And then this is the the hard
30:50
hitting journalistic question here, the most important one of
30:53
all. Vincent, how can everyone get in
30:55
touch with you after this episode?
30:57
So our website, isabmagency.com, couldn't be much easier than
31:02
that. You can call me, obviously, but
31:04
I'm not going to put my phone number out there. e-mail is
31:07
vincent@abmagency.com. So yeah, we just relaunched the
31:12
website. Oh gosh, I want to say two
31:14
months ago maybe. So it's something that I'm, I'm
31:17
real proud of. It definitely represents who we
31:19
are now and what we do. So I would definitely drive
31:22
folks to, to check out the website and see what's in it for
31:24
them. There's a lot of cool
31:25
information. I think the way we've segmented
31:27
is interesting. So there's kind of three
31:30
different tracks. Either you're new to ABM and
31:32
haven't done it, you've got some experience or you've been doing
31:35
it for a while. There's always ways we can help
31:37
people to to improve, even when they've been doing it for, you
31:40
know, four or five years above it.
31:42
Outstanding. You nailed it, Sir.
31:44
Great to see you again. Thanks for joining us.
31:46
Yeah, man, thanks for having me, Chris.
31:47
Really. Always a pleasure.
31:50
Thanks for joining us for On Base.
31:52
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