How ListenLoop Uses Powerful Account-Based Marketing for B2B Companies to Stay Ahead of the Curve
How ListenLoop Uses Powerful Account-Based Marketing for B2B Companies to Stay Ahead of the CurveHow ListenLoop Uses Powerful Account-Based Marketing for B2B Companies to Stay Ahead of the Curve
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Hey everyone, today I share the mic with Rodrigo Fuentes, CEO of ListenLoop, which zeroes in on account-based marketing for B2B companies.
Tune in to hear Rodrigo break down how account-based marketing works, how a background in electrical engineering and law led him to a B2B retargeting startup, how one ListenLoop client saw a 22% increase in web traffic engagement with ABM, and what their most effective customer acquisition method is.
01:31 – Rodrigo thinks ABM or account-based marketing is now past the hype curve and people are executing campaigns
01:44 – ListenLoop primarily helps B2B marketers who want to go after a specific set of companies
02:02 – The software will place ads directly on the target companies and targeted job titles as they browse the web
02:31 – Rodrigo is an electrical engineer from Yale, went to Columbia Law School focusing on patent litigation and IP rights, and he practiced law for almost 3 years at Fish and Richardson
02:54 – Rodrigo says law was mentally stimulating, but he found himself more curious about his client’s business problems
03:12 – Rodrigo was asked by a friend to join his startup while he was still at the law firm; he decided to jump into the business
04:17 – Rodrigo is a visual learner and is currently into courses at Udemy because of how visual they are
05:12 – Rodrigo watches videos about marketing, outreach and other business related topics
06:52 – Rodrigo shares an example of a company that uses ListenLoop, called Engagio
07:07 – Charlie Liang, Engagio’s Director of Marketing, uses ListenLoop to combine their marketing activities and advertising with a specific list of target accounts
08:02 – Engagio saw increased engagement with their target accounts when they were exposed to the ads
08:17 – Account-based marketing together with advertising saw a 22% increase in web-traffic engagement
09:32 – Account-based marketing is a strategy that a sales marketing team will use to influence and close a specific set of accounts
10:07 – It is a strategy whereby sales and marketing teams are aligned on a specific list of accounts they want to go after; they use one or more communication channels to reach those accounts and measure the results of the campaign at the account level
11:32 – In a company, people are delegated with the task to research and compare information and this is shared internally
12:12 – Results are measured at the account level of the company and not per individual – you get a holistic picture of how the account is engaging
13:15 – ListenLoop works by getting the domains of a target account; specifically a location of where those contacts will fit
14:28 – ListenLoop has pre-roll personalization that adds animation on top of the ads; this includes a logo of the company you are targeting
14:59 – Ads can be segmented to the bio persona—there can be a different sets of ads that will resonate to the marketer and another to the sales person
15:34 – There can also be a segment across industries or companies
16:19 – ListenLoop is a different channel from Facebook or LinkedIn
17:47 – A CRM retargeting tool works for B2C or business-to-consumer marketing
17:59 – If you are in B2B, the match rate is lower compared to those who are in B2C
18:27 – The problem here is people do not use their business accounts for online transactions
19:28 – ListenLoop uses the triangulation method: the first party data, third party data and the geolocation data is overlapped to create a model; the tiny area of overlap of all these three that represents a B2B persona
20:26 – They were able to generate a 70% match rate in North America and 62% across all the campaigns
20:59 – The price is $99 per month and that includes targeting for 100 accounts that have received impressions
21:41 – Rodrigo says they are friendly to those who are still new to this strategy and pricing will increase for those who are targeting hundreds and thousands of accounts
22:13 – The most effective method in customer acquisition for ListenLoop is using account-based marketing
22:32 – They use ads one month prior to an email campaign, targeting individual contacts from top to bottom. They phone the people who opened the email at least three times, and send direct mail to those with whom they connected
23:06 – They also try to meet these people in person at conferences
23:33 – ListenLoop is managed through outreach and other different tools
24:12 – What’s one big struggle you’ve faced growing this business? – When the business first began, they had to make sure there was a product market fit
25:11 – They had to make two independent bets: prove they had a product market fit for investments and they had to generate enough sales
26:58 – They only had a few clients at this stage in terms of a sample size
27:33 – There is a correct path to do a business and it starts with the product
28:03 – The pressure to show product market fit in a short amount of time forced them to do two different things; they ended up being wrong
29:10 – What’s one must read book you’d recommend to everyone? – The Hard Thing About Hard Things
29:49 – Check out ListenLoop and email Rodrigo at rod@listenloop.com, you can also contact him via LinkedIn
30:31– End of today’s episode
3 Key Points:
Account-based marketing is a strategy that will target specific accounts and it can be segmented into different bio personas.
Account-based marketing can be done alongside other advertising campaigns.
The type of marketing campaigns you need depends on whether you’re a B2C or B2B company and the type of accounts you’ll be pursuing.
Best Selling Author Ryan Holiday Reveals How He Sold 200,000+ Copies & Works with Clients Like Tony Robbins & Tim Ferriss
Best Selling Author Ryan Holiday Reveals How He Sold 200,000+ Copies & Works with Clients Like Tony Robbins & Tim FerrissBest Selling Author Ryan Holiday Reveals How He Sold 200,000+ Copies & Works with Clients Like Tony Robbins & Tim Ferriss
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Hey everyone, today our guest is Ryan Holiday, the former Director of Marketing at American Apparel and current Founder and Partner at Brass Check Marketing where he focuses on creative consulting, advising, and marketing. Ryan is the author of several books including “Ego Is the Enemy,” “The Obstacle Is the Way,” “Trust Me, I’m Lying,” and “Growth Hacker Marketing.”
In today’s interview, we’ll be talking about the scary risk Ryan took to drop out of school at 19 and work as a media strategist as well as a research assistant for author Robert Greene, how his role as Director of Marketing at American Apparel led to writing his first book, why his books have sold over 200,000 copies in 20 languages, and how Ryan got to work with high-profile clients like Tim Ferriss, Tony Robbins, and Tucker Max.
Ryan’s newest book “Ego Is the Enemy” came out June 14 and you can purchase it right here!
[5:53] – Taking risks can help you level up and grow in a big way
[6:09] – Writing a book may be giving away knowledge, but it is also a calling card that creates opportunity for writing, speaking and consulting
[7:08] – Writing a book separates you from the herd in a big way
[7:36] – Creating a book is an incredibly challenging thing to do, because it takes months or years the progress can be discouraging
[8:53] – Selling a proposal, writing, editing, and marketing takes months and months of work. On top of that none of the results are certain. Don’t take this challenge lightly.
[9:41] – A 10,000 or 20,000 amount of books sold represents a significant number. Ryan’s book have sold north of 200,000 copies. The key is something that sells in perpetuity once the marketing has stopped
[11:29] – It’s not about creating a best seller it is about making something that sells for years and years
[11:52] – The Obstacle Is the Way was about turning trials into triumphs and became very popular with sports teams like the Seattle SeaHawks. Ego Is the Enemy is turning the obstacle into being ourselves and the way our own arrogance can hold us back from our creative work and success. Essentially, how we are our own worst enemy.
[12:47] – When you are young the best way to get ahead is to make other people look good. It’s not easy to watch other people take credit for what you did.
[15:10] – Ego manifests itself differently when you are aspiring or successful. We need to be conscious and look at things with an objective and clear eye.
[16:23] – Both books use stoicism to relate to modern life and a modern context
[16:53] – Stoicism is a philosophy that believes we don’t control the world around us, we only control how we respond.
[17:51] – This is a philosophy for the powerful and the powerless
[18:12] – Ryan has worked with high profile clients like Tim Ferriss, Tony Robbins, and Tucker Max. He got these clients by doing a great job for other clients, and now people come to him.
[19:41] – The majority of Ryan’s business also comes from people who had read his books.
[21:03] – Making a difference in the world is scary, but how else are you going to get the word out
[21:24] – A book needs to be marketed from a platform. Building a base before a book launches is a good strategy.
[22:43] – Learning to say “No” means you aren’t making your family and obligations suffer
