Marketing Strategy Talk w/ Nick Bennett, Head of Field Marketing @Clari

Transcript

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  Ian

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  Founder

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  Customer Experience Demand Generation Marketing Strategy

  Ian

  Nick, thank you so much for joining me on another marketing strategy talk.

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  Nick

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  Campaign Marketing Strategy Marketing Tactics

  Nick

  Hey, thank you for having me in, excited to be here.

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  Ian

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  Founder

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  Customer Experience Demand Generation Marketing Strategy

  Ian

  Of course. So I’ve been following you on LinkedIn for a while and just inhaling your content. And I feel like you’re definitely a leading voice in field marketing on LinkedIn. And I just wanted to get you on here and share your knowledge with the world, if that’s all right.

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  Nick

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  Nick

  Yeah, definitely. I’m excited to hopefully help out.

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  Ian

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  Ian

  So, field marketing, I don’t want to say traditional, but it is that traditional type discipline of marketing. And on your profile, you label yourself as a disruptor, and I’ve seen what you’ve done on LinkedIn and I completely agree. So give me an example of how you’re disrupting the field marketing space at Clari.

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  Nick

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  Nick

  So I think field marketing being the front lines, you need to be looked at as the CMO of your region. Are you delivering on your programs? Do you have enough pipeline for the sales team? And so a big thing for me is we do these virtual events as well just like everyone else out there. But another thing that’s worked really well is a pipeline deal acceleration program. And just trying to work with sales to pull deals forward, because who knows, two, three months from now, the economy might be getting better, but also budgets might be getting cut. So what can we do to pull those things forward now so that we’re securing those deals for the long-term.

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  Ian

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  Ian

  Give me a tactical example of one of those campaigns that you run at Clari.

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  Nick

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  Nick

  So something that we did back in Q1 was a pipeline acceleration program. So basically what we did is we partnered with sales. We said, “Okay, give me all of your early stage opportunities.” So, we call them S1s, S2s, and so each sales rep would give me two to three contacts per opportunity that were set to close in Q1 or Q2. From there, it was about 311 total names. We said, okay, these are the gift options that we’re going to send them, a $50 dollar Uber Eats gift card, a $90 MasterClass video, which, if you haven’t taken a MasterClass before definitely do it, because they have some awesome classes that you can take. And then the third one was a couple of books around sales marketing alignment and just revenue organizations in general.

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  Nick

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  Nick

  And once we got all that information, I personally went through one by one and didn’t use a gifting system to send these out, I manually purchased all of these, and the salesperson gave me a note that they wanted me to send along with the gift. We did it all, we tracked it all manually through Excel, and it worked incredibly well. We actually influenced 37 and a half million dollars of pipeline, which is a huge number.

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  Nick

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  We were able to pull forward about $16 million in close one that we were able to play a part of through this whole program. And I think an important piece was there was no call to action through this whole thing, we just wanted to send something to people to say, basically, “Hey, we’re thinking of you right now, stay safe, you’ll hear from us at some point.” And I think people really appreciated that.

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  Ian

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  Ian

  Uber Eats all the way from me. I think it’s a really cool campaign and I’ve done the MasterClass as well, I’m actually subscribed to it. So it’s also super, super valuable. So I could see how those would be great options. And it’s interesting. Everybody talks about empathy, empathy, empathy on LinkedIn right now, marketing needs empathy. And that’s one of those really cool instances of that’s like real life empathy that’s saying, “Hey, we’re thinking about you, I don’t want anything in return, I just want you to know that we’re thinking about you.”

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  Nick

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  Nick

  Exactly

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  Ian

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  Ian

  And I’m assuming, that much, with 37 million in pipeline influenced, I mean, that’s a ton of money. So this must’ve started conversations that then the sales rep can utilize and say, “Hey, you know what? We are here for you,” And have that conversation where it does eventually spill into, “Hey, you know what? Things are opening up on our end.”

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  Nick

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  Nick

  Exactly. And you hit it right on the head. It just opened more doors to different people within the company and allowed us to champion a lot of those people that helped us sell up into the accounts that were the ones that were ultimately moving the deals forward. And having that relationship with sales on the field marketing side, I think is incredibly important.

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  Ian

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  Ian

  Let’s explore that a little bit. So the relationship with sales, so something that’s very misunderstood, I think, from the marketing side, especially new marketers struggle with this, is how important that connection and that collaboration between sales and marketing is. I know this is a cliche topic, but I think it’s cliche because everybody talks about it, because I don’t think anybody really has a good solution for it just yet. Or it’s very difficult to get a really solid process in place to not only share information with sales, but get their ideas, incorporate it into marketing, feed that information back to sales. So how have you done that successfully at Clari? And again, I think something worth mentioning, you’re remote right now too, and you’re fully remote for a couple of years, right?

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  Nick

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  Nick

  Exactly, yeah. And so, when you don’t see people every day as well, in person, it makes it a little bit more challenging, but I think the big piece, it comes down to relationships and informing those relationships. It’s a fine line that you have to walk between sales and marketing and it’s like, you don’t want to be looked at as someone in corporate marketing that’s throwing information down these salespeople throats. You want to be looked at as, like we talked about before, like the CFO of your region, you want to be the one that’s a trusted advisor. So information that’s coming from HQ, it’s going to you, you’re relaying it to the sales team. Information that the sales team is seeing from the field, you’re taking that, relaying it back to the marketing team at HQ. And then they’re incorporating a lot of that into other different types of campaigns that they’re running or different types of content, things like that. And I think being able to have that two way street is incredibly valuable.

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  Ian

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  Ian

  It’s a feedback loop. I mean, they give you feedback on a campaign, they give you ideas on campaigns, you launch the campaign, you can also measure it. And it’s just constant sharing of information. I think that is exactly what you said works, I think, better than most is collaboration at the end of the day. And if you can’t reach across the aisle, and I’m sure you’re having calls with your salespeople every single day, texts, Slack, I mean, the whole nine yards.

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  Nick

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  Yeah, I’m constantly talking to them, like you said, emails, Slack, texts. When we were able to get together, there’s actually about five of us that are in the Boston area. We actually would get together a couple of times a month and just hang out. And it’s like I’m at the point now where I’m friends with a lot of these sales reps, especially the ones that are more local, we hang out, we do things together. And I think at the end of the day, that can only help strengthen that relationship.

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  Ian

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  Ian

  And I think that’s important too, is that human connection. And that’s also something that marketers underestimate is how important it is to connect on a human level, and not just like, “Hey, this is the campaign we’re pushing out. This is what I expect of you.” It’s making that human connection and really enjoying working together. And I think organizations that have figured that out have incentivized marketing teams and sales teams to work together. And it sounds like Clari has done that. I’m sure you’re aligned on revenue instead of MQLs?

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  Nick

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  Nick

  Exactly, yeah. And I think it’s important to note, so we’ve created a revenue organization. So it’s basically everyone in the boat, sales, marketing, CS, enablement, we all play a very important role to the revenue organization. It’s not just the sales team. It’s not like, “Oh, I’m a sales athlete.” You want to be a master of revenue at the end of the day, and that pulls from a bunch of different functions to be successful.

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  Ian

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  Ian

  Exactly, exactly. So I want to shift gears a little bit. So you had one campaign that I think you posted on recently that really stood out to me, and I’m not sure if it was at Clari or not, but it was something to do with Star Wars. Can you walk us through that campaign and what you did there?

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  Nick

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  Nick

  Yeah, definitely. So, it wasn’t Clari. So, the first time I’ve tried this was a couple years ago, when what Star Wars it was, but it came out, it was the huge big thing, everyone loved it. And so I said, okay, I want to reach a thousand people. And not just a thousand random people, because anyone could do that. I want to reach a thousand people in my ICP that are going to be people that either are going to be buyers or that are going to help me champion that account.

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  Nick

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  And so the day before the Star Wars released back in December, I rented out 10 theaters across the US, pretty much every major Metro. And I ran a screening of the movie for each theater. And it was at the same exact time, same exact day. And there was so much from the logistical side that went behind it. Our CEO made a movie, we had actually trivia playing as people walked into the theater, so they could learn about revenue, learn about fun Star Wars trivia as well.

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  Nick

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  I had these Clari branded Star Wars lightsabers that people absolutely love. And that we ran a huge social contest, which, I think, we had over 150 people participate. But if they basically took the clarity Star Wars lightsaber and took a picture and posted on LinkedIn, tagged us using a hashtag, they could get in to win this really cool Star Wars package that we put together for them.

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  Nick

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  And we had so much amazing feedback from people that were a part of it. And that we’re saying, “This is literally one of the best events that I’ve ever been to.” The amount of work that went into to make this successful, and then have it all run at the same exact time and literally only have one issue out of 10 theaters was huge in the amount of revenue and pipeline-generated from that was probably the largest campaign that I’ve been a part of across various companies of doing things like this.

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  Ian

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  Ian

  That’s huge. So I think I love, “How do I tap into an audience of a thousand people?” I think that’s literally what a marketer asks themselves every single day, like “How do I get that to a broader audience?” So that’s such a creative way of doing it, man. Really good on you, that’s super impressive.

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  Nick

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  Thanks. It was fun, and I was just like, the day], I was at the one actually in Boston and West Coast obviously is three hours behind. So I’m in there, people in the West Coast are trying to contact me. I did have help, but for one person to take on that big of a challenge was not easy.

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  Ian

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  Ian

  Oh, man. I imagine. Especially right now, I think hustle definitely pays dividends, like you said, packaging, or sending them out yourself, buying them yourself on those Uber Eats cards, I think that goes a long way, but sometimes it’s just not physically possible to do everything by yourself. So that’s when the team support really does come in handy.

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  Nick

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  Nick

  Exactly

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  Ian

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  Ian

  I so love those examples of creative marketing. And I think that’s what, I think, somebody like you brings to disrupt the traditional field marketing discipline. And I think when most people think of field marketing, it’s like physical events, just a meet and greet, or webinars. And I think things like that, the campaigns that you’re running at Clari and other companies, I think, that’s really the future of field marketing, and good on you for really pushing the envelope there. Really nice.

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  Nick

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  Nick

  You need to think outside the box, because when you were hired, you weren’t hired to do status quo, you were hired to be remarkable, and think of creative things and push that envelope, like you said. And Anyone can do webinars all day, but is it fun? Is it interesting? But think outside the box, who cares, if you fail, you fail, course correct, and endless work on it together. No, one’s going to point a finger at you and tell you, you suck.

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  Ian

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  Ian

  Let’s hope not, right?

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  Nick

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  Nick

  Yeah. If so, we have bigger problems.

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  Ian

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  Ian

  I was going to say it. That would be probably a bigger issue there, if that actually does happen. So well, starting to working from home. So I do think that a lot of people need help here, specifically right now with the whole global scenario going on the situation, you’ve been working from home remotely for, it seems like multiple years. So what are your top couple of tips for people just starting out now, and then how do you manage the work life balance?

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  Nick

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  So I think one of the biggest things is you need to block time off in the day on your calendar, that you won’t take any meetings and you need to just… So for me, I go for a walk, or I have a two year old daughter, so I go and spend time with her because daycare’s closed right now as well. And just being able to step away and not just have that fatigue that you’re just sitting there constantly looking at a screen all day is incredibly important. I think another piece is having a dedicated work area. So, like I have an office and I know that’s my spot every single day. Even if it’s just like a table in a corner, but if that’s where you go every day, I think that’s important to know. So you’re not just sitting on the couch or sitting in your bed because over time you’ll just be like, “Oh, do I really just need to get up? Or can I just sit here and do nothing?” I think that’s important.

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  Nick

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  And then also just still making sure that you have a work schedule. So for me, at five o’clock or even a little early, like 4:30, I will completely shut down, I’ll go spend time with my daughter for about two and a half hours till she goes to bed. And then if there’s anything that I missed, I’ll check it after that. But I make sure that I completely shut everything off, Slack, emails, phone calls. No one’s going to bother me from five to seven basically. And that’s been really helpful too.

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  Ian

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  Ian

  I think that’s the biggest piece that most people are struggling with, is how do you draw that line? And I am just as guilty as the rest. I have two young kids and it’s tough, man. I think you’re trying to work, you’re trying to manage, obviously, your spouse’s job as well. She’s working part time, but she does have a full time job, but it’s difficult to say, all right, you’re going to work Tuesday, Thursday and Friday, I’m going to work as much as I can during those little slots.

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  Ian

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  Ian

  I have a little bit more flexibility because I’m in tech, she’s in biotech, so she has to actually go to the lab. So there are times where I have to pitch in and obviously take the kids and watch them, which has been fantastic. I wouldn’t trade it for the world, actually. I think that is a terrible situation globally, but I do think we’ll look back on this time for the people that have been fortunate and really look back fondly on the time that you got. It is a gift. I mean, getting this extra time with your kids at home, it’s one of those things that I know I’ll remember for the rest of my life. I think that’s a great tip.

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  Nick

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  I was going to say, I couldn’t agree more with you. It’s just at times it’s stressful having a two year old screaming outside door while you’re on meeting, but what are you going to do? Complain that your kid wants to spend time with you?

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  Ian

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  Ian

  Exactly. There’s worse things in this world, I’m sure. All right. Let’s get into the closer here. So what are your, maybe top two favorite marketing books?

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  Nick

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  That’s a good question. I would say, I probably should do more reading than I actually do. The way that I engage in content is taught a lot through LinkedIn. I watch a ton of YouTube videos, but one that was really interesting to me is, This is Marketing, You Can’t Be Seen Until You Learn To See from Seth Godin. So, that was something that was super interesting to me, because if you think about marketing is all around us, marketing plays a role in pretty much everything. But like I said, I should probably do more reading than I do, but I find the way that I learn best is through just other people’s content. It’s helped me way more.

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  Ian

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  Ian

  Yeah, I agree. And you’re not the first person to say YouTube. I’ve had a couple people, I just go to YouTube, there’s so much good information on there. Especially with Seth, I don’t think you can ever go wrong with anything he produces. I think it’s ahead of its time. We’ll look back on Seth in his body of work, and it’s going to be held up there with some of the greats.

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  Nick

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  Definitely

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  Ian

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  Ian

  So I completely agree, there is just so much free information. And granted a good marketing book is fantastic too, but I also find myself just scrolling YouTube and honestly LinkedIn, like you said, there’s so much valuable information on the internet right now that you could just do that and be fine.

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  Nick

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  Definitely.

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  Ian

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  Ian

  So speaking of LinkedIn real quick, any tips for anybody listening? So you obviously have a pretty solid personal brand. Let’s get tactical too, do you comment on 10 posts a day? Do you try to post once a day? What are you actually doing to develop that personal brand?

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  Nick

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  So something that I’ve done. So for the last about 90 days, I’ve posted, I would say, five days a week, sometimes on an occasional Saturday, but I try to stay away from the weekends unless I have something really important to say. And plus I’ve seen the engagement drop back a little on the weekends, but literally posting every single day. And I try to only post once a day, and just engaging with the people that are actually commenting. And I do get a good amount of comments, just making sure that you’re responding to those. And then as I scroll through LinkedIn multiple times per day, just engaging with content that’s relevant to me, I know you post a lot of great things yourself. So things that I find interesting that I can relate to, I make sure to obviously like those, but not only like it, because that can only go so far or react to it, it’s also commenting on it. And then you engage in that conversation.

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  Nick

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  Networking is incredibly important, you never know at what point you’re going to need someone else’s help. And that’s one of the biggest things from a personal brand, I’ve always thought. I’ve met so many brilliant marketers through this so far. I’ve had people reach out to me sending me messages and saying, “Oh, your content is really great. Thank you. I’ve lost my job due to COVID. Is there anything, ideas or suggestions that you can give to me?” And I’ve just had conversations with them. I always tell people, reach out to me, if you want to have a conversation, bounce ideas off of me, figure out what you want to do next in life, let’s do it. At some point, who knows, I may need the same thing. And being able to pay it forward now, I think, is incredibly important.

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  Ian

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  Ian

  I am so with you on that. I had an instance today where somebody reached out and I tried to give them the best advice I could. They also lost their job due to COVID. And it was like, “Hey, try this, this and this, this worked well for me.” I think that’s my biggest thing, is I underestimated how solid and connect to the community is, but is trying to help everybody else out. I think everybody gets that now. That’s on LinkedIn and it’s not always just about me, me, me, it’s more, the people that do well, I think yourself included, they’re just trying to help, they’re trying to get value. So I think spot on there, for sure.

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  Nick

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  Definitely

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  Ian

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  Ian

  And I think the one other thing I’d maybe add is my one “hack”, and it’s not a hack, it’s a terrible hack, and I fully admit it. But getting connected or at least following some of the more high profile marketers, like we were talking earlier, Dave, Chris Walker, things like that, and trying to comment on their post as early as you can, because then it gets more eyeballs on it. So that’s one thing I’ve found that works pretty well too.

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  Nick

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  Nick

  And like you said, that’s a perfect thing. We were chatting before we started doing this, but there’s so many sales people that are looked at as influential leaders. And literally, I could think of 30 off the top of my head and they have special things for salespeople, but what about all the marketers out there? Where do we turn? Like you said, there’s Dave, there’s this Chris Walker, but I can count five of them on my hand, what about after that? There should be so many more, because marketers are the brilliant ones behind all of these ideas, and it’s just getting them to socialize these things. And maybe they’re afraid, maybe they don’t want to build their personal brand, maybe they’re too busy. But I know, for me, I would love to hear from more marketers.

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  Ian

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  Ian

  Well, they exist on marketingstrategy.com. So if anybody’s listening to this, please go to the website and check it out. A terrible self promotion, I’m sorry. So, all right. We have this thing that we do call Word Association. So picture that you’re leaning back in this leather psychiatrist chair, and I’m going to say a couple of words to you or channels strategies, whatever it is, and give me a two to three word in your head, what you think of it.

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  Nick

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  Okay

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  Ian

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  Ready for this?

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  Nick

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  Ready

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  Ian

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  Field marketing.

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  Nick

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  CMO of your region or territory in front lines.

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  Ian

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  Ian

  Facebook ads.

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  Nick

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  Not as relevant anymore.

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  Ian

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  Physical events.

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  Nick

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  Something that will come back but won’t be as used before this whole thing happened. I think virtual is here to stay, but what will the balance be?

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  Ian

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  Ian

  Webinars.

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  Nick

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  Nick

  Something that’s played out way too much. And when people say it’s a discussion, when it’s really a webinar, I have a huge issue with that. If it’s a webinar, tell me it’s a webinar up front.

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  Ian

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  Ian

  LinkedIn

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  Nick

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  I think LinkedIn is the new space for personal branding and just getting your name out there in networking.

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  Ian

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  Ian

  Sales enablement.

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  Nick

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  Nick

  Incredibly important for not only sales, but I would say, a lot of functions within a company or a revenue organization.

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  Ian

  478

  Title

  Founder

  Specialties

  Customer Experience Demand Generation Marketing Strategy

  Ian

  MQLs.

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  Nick

  0

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  Title

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  Campaign Marketing Strategy Marketing Tactics

  Nick

  Something that should be thrown away.

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  Ian

  478

  Title

  Founder

  Specialties

  Customer Experience Demand Generation Marketing Strategy

  Ian

  Direct mail.

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  Nick

  0

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  Title

  Specialties

  Campaign Marketing Strategy Marketing Tactics

  Nick

  Direct mail is making a huge comeback. I’m actually a huge fan of direct mail. But how do you get people to give you their home addresses when everyone’s working from home? So digital direct mail, maybe right now.

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  Ian

  478

  Title

  Founder

  Specialties

  Customer Experience Demand Generation Marketing Strategy

  Ian

  And Clari.

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  Nick

  0

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  Title

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  Campaign Marketing Strategy Marketing Tactics

  Nick

  So Clari, taking control of your revenue, forecasting with confidence, taking your revenue insights and illuminating those and improving your execution for your entire revenue organization.

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  Ian

  478

  Title

  Founder

  Specialties

  Customer Experience Demand Generation Marketing Strategy

  Ian

  Fantastic. Nick, it’s been a pleasure. Is there anything else that you want to plug? Where can people find you?

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  Nick

  0

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  Title

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  Campaign Marketing Strategy Marketing Tactics

  Nick

  Yes. So you could find me on LinkedIn, I’m pretty much there every single day. So definitely, drop by, send me a note, I accept pretty much all requests, unless you’re a person that pitches me two minutes after with no personalization to it, then you get the boot. But definitely, just send me a note, happy to connect with everyone and look forward to learning more from people.

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  Ian

  478

  Title

  Founder

  Specialties

  Customer Experience Demand Generation Marketing Strategy

  Ian

  Great. Thanks a lot, Nick.

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  Nick

  0

  Title

  Title

  Specialties

  Campaign Marketing Strategy Marketing Tactics

  Nick

  Thank you.