Targeting Enterprise? Here's What Needs to Change With Your Marketing | Pamela Velentzas, VP Marketing at Spreedly

WEBVTT
NOTE
This file was generated by Descript
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Intro: AI search is really confusing
right now, and there's pressure
00:00:07.133 --> 00:00:08.903
kind of coming from all sides.
00:00:08.975 --> 00:00:12.785
Maybe it's something like your CEO who
does a bit of research on chat, GPT and
00:00:12.785 --> 00:00:17.435
your competitor comes up instead of your
product, and then you go to the tool that
00:00:17.435 --> 00:00:20.465
you're paying for and, but it actually
says that your visibility is fine.
00:00:20.915 --> 00:00:22.475
So what do you do then?
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Someone on LinkedIn then keeps
telling you that the answer is Reddit.
00:00:25.835 --> 00:00:26.435
Reddit, Reddit.
00:00:26.975 --> 00:00:30.695
But it's apparently Reddit is no longer
a thing anymore since like two weeks ago.
00:00:31.088 --> 00:00:35.318
So the past year we've spent a lot
of time, a lot of energy testing this
00:00:35.318 --> 00:00:38.558
properly with our FinTech clients and
we're publishing everything that we
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found with real case studies, real
examples on the 24th of September
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with a webinar on the same day.
00:00:45.488 --> 00:00:49.238
If you're interested, sign
up@mintcopywritingstudios.com,
00:00:49.328 --> 00:00:52.238
stroke AI arch reports.
00:00:52.598 --> 00:00:55.448
I'll also put the link in the show
notes and hopefully see you there.
00:00:55.820 --> 00:00:57.050
Write onto the episode
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every other month.
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Someone I'm talking to, it could be a
client, someone at an event tells me
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they wanna start focusing on enterprise.
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That's the dream.
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It's a plan for the next year to
get bigger deals, better logos,
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and to grow the company really.
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But then when you look at kind of what
they're doing marketing wise, they're just
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following the same playbook as before.
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It's still, you know, paid search sa,
same types of blog posts, same kind
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of persona that they're targeting.
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And that is a gap that I kind
of wanted to talk about today.
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Like so many people wanna focus on
enterprise, but how do you actually
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change your marketing to do that?
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So I asked Pam Valencia to come on.
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Pam is VP of marketing at Spreedly.
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She spent more than 20 years doing
B2B marketing across payments
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CPQ software and cybersecurity.
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And she has a lot of experience
building both motions, SMB and
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enterprise more than once, and she's
currently doing that at spreedly.
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Spreedly is a payments
orchestration platform.
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They give merchants one
integration into a whole network
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of payment gateways and services.
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And they currently have over
400 customers across more than
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a hundred countries, including
companies like BMW adas, Priceline,
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and processed over $60 billion
in merchant volume last year.
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I really enjoyed this episode 'cause we
actually got into the specifics of how Pam
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is navigating this shift to enterprise.
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We talked about why going
up market means shifting the
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messaging from developer to CFOs.
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We also talked about where
the budget actually goes when
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you're focusing on enterprise.
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So for example, moving away from paid
search into more curated dinners,
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events, pr, endless relations.
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She also shared how she tracks
marketing influence or deals because
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suddenly with enterprise, your sales
cycle is, you know, nine to 18 months.
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It's a lot longer.
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And then finally she talked to
me about why PR is what she has
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found the most undervalued lever
she's pulled, and how she makes an
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announcement so that the merchant is
the hero in all these press releases.
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Anyway, this was a fantastic
episode, so let's get into it.
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Generic intro: You are listening to
the FinTech Marketing Lab podcast.
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I'm Arminta from Mint Studios, a
content marketing agency specialized
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in the FinTech space, and this
podcast is where we experiment,
00:03:12.852 --> 00:03:17.532
explore, and break down how FinTech
marketing actually works in practice.
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Each episode I talk with top FinTech
marketers about what they're testing,
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what they're learning, and how
they're pushing the boundaries of
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brand strategy and team building.
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With that, let's get into today's episode.
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Araminta Robertson: So the topic I wanna
kind of focus on today is going up market.
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It feels like every other month
that one of our clients or someone
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I'm talking to is like, ah, we
wanna start focusing on enterprise.
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I think everyone that's kind
of their focus eventually, but
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I think easier said than done.
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So that's kind of what I
wanted to talk about today.
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So, when a FinTech company decides
to focus on enterprise, go more
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upmarket, how would you say
their marketing should change?
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And then we'll talk a bit more about
specifics, budgets and all that, but
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like, how would you say generally
should their marketing change.
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Pamela Velentzas: I think
it's a bit nuanced, right?
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So if I look at just previous examples
of taking companies or going up
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market, , with different organisations.
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I think the biggest thing is,
your messaging needs to change.
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I've always kind of been heavily focused
or our, my, I guess our TAM has always
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been very heavily focused on, SMB when
we decide to go up market, it's a shift,
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And what I mean by that is the motion
is very different from the sales side.
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The motion is very different
from the marketing side.
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And as a result of that, I
think the biggest thing about
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your messaging needs to shift.
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And I think before a company or an
organisation can really say they are going
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up market, they need to really align,
go to market has to align, like all the
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departments go to market has to align to
make sure that they're ready for that.
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Like the synergy across teams.
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I think enterprise selling works only when
go to market functions are in agreement.
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And that the messaging is
consistent across all channels.
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Otherwise, I've seen it fail very quickly.
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And I think the main difference is
when you're going approaching an
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enterprise type of account, it's not
a single threaded as an SMB account
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is, there are you're pitching to a
buying committee less to one person.
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And within that buying committee,
there's various personas that influence
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the deal, that champion that deal.
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And I think your messaging and your
marketing and sales efforts have to make
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sure that you're meeting each of those
personas in within that opportunity.
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Otherwise, it's really hard to
kind of put the SMV blueprint
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onto an enterprise account motion.
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Araminta Robertson: So a big change
is with SMB, you're typically
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talking to one, two people.
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Enterprise, you're talking to a whole
suite of decision makers on, on people
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who are influencing the decision.
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Could you share maybe an example
of how a messaging, maybe one at
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Spreedly or anything that you've seen
in another company, like how maybe
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they used to use these words and now
they use different words well, yeah.
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What, what's something you've seen?
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Pamela Velentzas: Yeah.
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I think just in generally speaking
right, when I've done marketing for
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SMB versus enterprise, the language
changes in a sense of again, this
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is very audience specific to,
let's say, Spreedly as an example.
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because we are an API heavy platform, our
audience on the SMB side is very much the
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developer or the engineering team managing
a payment stack within an org, So our
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messaging and language is a very targeted
and technical towards that dev audience.
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Funny enough though, we are actually
seeing a really , like a pivot kind
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of away from that as we kind of go
towards an enterprise type of sell or
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selling activity where it ends to be
more of the business buyer and like less
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depth product engineering, technical
more CFOD level VP level, right?
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So your language ends to be more business
focus and more outcome led versus product
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feature led, if that makes any sense.
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Araminta Robertson: Yes.
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Very interesting.
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Pamela Velentzas: so it's more, I don't
wanna say general or high level, but it's
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more related to bottom line and revenue
impact or how that business can improve
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outcomes less than what the platform
delivers from a technical perspective.
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Araminta Robertson: So would you
say then, if you're going up market,
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stop doing the content that's like
more technical and focus more on CFO?
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Or would you maybe, is it wise to
maybe keep doing both at the same time?
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what would you say is a split?
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Like maybe with SMB it's 90%
technical product focused 10% business
00:07:09.315 --> 00:07:12.225
and maybe enterprise's like 40%.
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Like 50 50?
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I don't know.
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Yeah, you tell me.
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Pamela Velentzas: Yeah, I think it depends
on the accounts you're going after, right?
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To the size of enterprise accounts.
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I don't wanna say they're all great
equal 'cause they're very, they're not.
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But I think, what we've seen is as more
and more enterprise opportunities are
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coming through our inbound channel it
tends to be champions quite significantly
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by a product or a technical persona.
00:07:34.544 --> 00:07:37.424
But ultimately the decision
maker ends up being the C or
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VP level in a buying committee.
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in our example, If I had to split
out our content focus, I would say
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for enterprise it would probably
still be about, 25% technicals.
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'cause we are a payments platform,
so you can't get rid of that, right?
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There is some value to having that,
especially if you're talking to a
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champion who is at the technical level.
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But we've noticed that we're shifting
more towards the enterprise or like that
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CD level type of messaging, which again,
is more like outcome use, case driven,
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less technical, and how do we solve the
pain point for your business right now?
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Less on how do we solve a product
issue, So I think as we do go more up
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market, our content is kinda shifting.
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I would say probably about 60%
now is more focused on like the
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business buyer, the economic buyer.
00:08:22.364 --> 00:08:25.326
But I don't think you can separate the
two out, Because I think there is a
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buying committee at the enterprise level.
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It is not just one person.
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So I think, you have to speak to
all the personas within that, group.
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Who is influencing the deal.
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And that could be not only just, C level,
BP level, D level, like payments people,
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but it could be procurement, it could
be sales, it could be marketing, right?
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So you have to kinda be able to speak to
all of those personas within that group.
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Araminta Robertson: Yeah.
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Yeah.
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And we'll go into specifics of like types
of content and maybe an example of for
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topics, I think that'd be really helpful.
00:08:50.430 --> 00:08:54.040
But before we talk about specifically
content, if we go back to kind
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of marketing, in general, when
you're going up market, how would
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you say does the budget shift?
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Say you're talking to someone who's trying
to go up market, where should they maybe
00:09:02.987 --> 00:09:06.597
start, reducing their budget in a certain
activity and raising it somewhere else?
00:09:06.597 --> 00:09:08.967
Or how does that strategy change there?
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Pamela Velentzas: Yeah, I think again,
I think , it is really dependent on the
00:09:11.805 --> 00:09:15.222
individual business, from my example,
you know, as you can look at it two
00:09:15.222 --> 00:09:19.305
different streams, our outbound and
inbound marketing approach for SMB is
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very heavily focused on like inbound
ads, paid search digital media buys,
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which doesn't resonate or influence
enterprise deals but we tend to focus
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more of our budget on the enterprise
side, on in-person events, PR analyst
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relationships lunch and learns, like very
curated experiences where it's one to
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few versus a one to many approach, right?
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So, we pump a lot on the SMB side into
like our digital presence and very much
00:09:50.010 --> 00:09:54.905
more on the in-person event curation of
experience side on the enterprise, right?
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Because it's very much a more relationship
building on enterprise than it is,
00:09:58.170 --> 00:09:59.340
but yeah, exactly.
00:09:59.340 --> 00:10:02.370
Than a one to kind of many kind of
spray and pray approach receiving SMB.
00:10:02.822 --> 00:10:03.692
Araminta Robertson:
Yeah, no, that's great.
00:10:03.692 --> 00:10:07.012
So really, clearly if you wanna go
up market, 'cause sometimes we get
00:10:07.012 --> 00:10:09.022
this like, it's like they wanna
go up market, but they wanna stick
00:10:09.022 --> 00:10:11.062
to doing maybe SEO and paid ads.
00:10:11.062 --> 00:10:13.942
It's yes, that will help because
people are still gonna do research,
00:10:13.942 --> 00:10:17.842
but you also need to be doing PR and
events and all these kind of things.
00:10:18.022 --> 00:10:20.332
What are some examples of events
that you've seen work here?
00:10:20.422 --> 00:10:22.882
Well, are you hosting like happy hours?
00:10:22.882 --> 00:10:24.112
Are you going to money 2020?
00:10:24.112 --> 00:10:25.852
Like what are the kind of
events that you've seen
00:10:26.154 --> 00:10:28.064
Pamela Velentzas: So money
2020 is a great event.
00:10:28.064 --> 00:10:30.614
I mean, it's, probably the
biggest one in FinTech, right?
00:10:30.714 --> 00:10:33.475
We've always had a presence
there, but more from like an ELT
00:10:33.475 --> 00:10:36.025
perspective only because a lot of
our strategic partners are there.
00:10:36.025 --> 00:10:39.155
So it's a great place for us
to kind of go back and meet our
00:10:39.155 --> 00:10:41.915
partners and kind of develop out
those partnership relationships.
00:10:42.185 --> 00:10:44.705
From a customer perspective, though,
we don't see very many merchants.
00:10:44.705 --> 00:10:48.871
So our audience is really, is very
merchant heavy and like e-commerce
00:10:48.871 --> 00:10:52.881
merchants, So money 2020 is great for
the thought leadership networking, but
00:10:52.881 --> 00:10:57.981
we don't see a lot of activity from
the enterprise account side there.
00:10:58.251 --> 00:11:01.671
So where we do focus kind of our
efforts really specific curated
00:11:01.671 --> 00:11:03.921
like payment industry events.
00:11:04.231 --> 00:11:05.941
For example, MRC is a big one, right?
00:11:05.941 --> 00:11:08.208
They're probably the biggest So
we do a lot of those events, but
00:11:08.208 --> 00:11:11.928
apart from that too, we work a lot
with our, so we rely heavily on
00:11:11.928 --> 00:11:13.796
our partners, to drive business.
00:11:13.846 --> 00:11:17.896
So really kind of aligning ourselves or
like joining efforts with partnerships
00:11:17.956 --> 00:11:21.616
is a huge part of our strategy for
enterprise opportunity creation.
00:11:21.866 --> 00:11:25.446
So we'll partner with, let's say PayPal
or Visa, we'll do a happy hour, we'll
00:11:25.446 --> 00:11:29.456
do a lunch and learn, we'll do, an
experience like a baseball game and like
00:11:29.456 --> 00:11:31.196
we're really kind of curating that list.
00:11:31.196 --> 00:11:34.556
And typically we kind of follow the
A BM playbook around that, so we
00:11:34.556 --> 00:11:37.272
have a named account list of like
top, let's say 50 accounts We're
00:11:37.272 --> 00:11:40.452
doubling down on that, those accounts
for the next three to four quarters.
00:11:40.752 --> 00:11:46.742
And we're really inviting those contacts
to specific, curated events, whether it's
00:11:46.742 --> 00:11:51.390
joint or it's spreedly to really add value
to like that C level, D level audience and
00:11:51.390 --> 00:11:54.651
to show where, how we can deliver the bits
and outcome we're trying to solve for.
00:11:54.701 --> 00:11:58.865
so we also do very smaller meeting
setting, like speed dating events,
00:11:58.944 --> 00:11:59.454
Araminta Robertson: like, FinTech
00:11:59.502 --> 00:12:00.365
Pamela Velentzas: say yeah.
00:12:00.365 --> 00:12:03.815
Type of FinTech is one of the
ones we do quite often actually.
00:12:03.975 --> 00:12:07.065
So basically our payment leader summit
is another one that we do quite often.
00:12:07.065 --> 00:12:09.931
Whereas, you'll select a list of
our, top 10 prospect accounts.
00:12:10.321 --> 00:12:13.171
They'll match if they wanna meet with us,
and then we'll have one-on-one meetings
00:12:13.171 --> 00:12:16.761
on the show floor, Which ends up being
more valuable than having a booth in some
00:12:16.761 --> 00:12:20.386
cases where it's kind of just a lot of
noise or what we'll do is we'll host a
00:12:20.386 --> 00:12:24.342
hospitality suite adjacent to an event, so
maybe not have presence on the show floor,
00:12:24.342 --> 00:12:27.162
have a hospitality suite, and then have
like meetings set up throughout the day.
00:12:27.162 --> 00:12:29.341
There where our reps will
kind of meet with merchants
00:12:29.341 --> 00:12:30.571
they've identified as potential
00:12:30.859 --> 00:12:31.429
Araminta Robertson: Yeah.
00:12:31.669 --> 00:12:31.999
Great.
00:12:32.029 --> 00:12:32.299
Nice.
00:12:32.299 --> 00:12:32.659
Amazing.
00:12:32.659 --> 00:12:36.839
This is very it's clear how basically
with enterprise, it's just a lot more
00:12:36.839 --> 00:12:38.519
experiences, a lot more in person.
00:12:38.909 --> 00:12:41.609
It's less easy to track
in terms of digital.
00:12:42.119 --> 00:12:45.439
You can't go into GA four and track
your kind of clicks and stuff.
00:12:45.439 --> 00:12:48.769
It's a much more experiential
relationship driven kind of business.
00:12:48.769 --> 00:12:50.449
I think this is the mindset shift, right?
00:12:50.449 --> 00:12:54.169
That maybe marketers or just business
people running fintechs like need to
00:12:54.169 --> 00:12:57.019
realise if you wanna go out market,
you need to shift the way you think
00:12:57.019 --> 00:13:00.319
maybe about how sales works and how
you're talking to your customers,
00:13:00.438 --> 00:13:01.109
Pamela Velentzas: a hundred percent.
00:13:01.109 --> 00:13:03.329
I think COVID was a great example
of how we really, lost that
00:13:03.329 --> 00:13:04.799
in-person connection, right?
00:13:05.069 --> 00:13:07.619
But all the events stopped and I think
we saw that in terms of just like
00:13:07.619 --> 00:13:09.209
what was coming in as opportunities.
00:13:09.409 --> 00:13:13.519
We ended up getting a lot of more
inbound volume through like the SMB
00:13:13.549 --> 00:13:16.129
segment, less so on the enterprise side.
00:13:16.129 --> 00:13:18.469
And I think you just lost
that relationship building.
00:13:18.469 --> 00:13:22.479
And I think now that it's come back, in
a post kind of COVID world, the appetite
00:13:22.479 --> 00:13:25.239
for these enterprise accounts to actually
meet with their vendor, that they're
00:13:25.239 --> 00:13:27.429
sourcing is becoming much more important.
00:13:27.639 --> 00:13:31.332
A lot of our enterprise opportunities
were one on like kind of
00:13:31.482 --> 00:13:34.152
multi-touch and influenced approach.
00:13:34.392 --> 00:13:37.632
So it was not just one event, it was
multiple events throughout like a nine
00:13:37.632 --> 00:13:41.105
month sales cycle that ended up closing
the deal, So yeah it's definitely a longer
00:13:41.105 --> 00:13:45.445
sales cycle too, it's not in 30 to 60 days
you see an SMB but it's an investment.
00:13:45.445 --> 00:13:47.335
It's an investment on
the sellers on our side.
00:13:47.335 --> 00:13:50.546
And it's also investment on the enterprise
side as well, To make sure that their
00:13:50.546 --> 00:13:54.357
relationship continues and builds and a
lot of trust also I think is involved.
00:13:55.063 --> 00:13:55.243
Araminta Robertson: Yeah.
00:13:55.243 --> 00:13:58.843
I mean, a big merchant or e-commerce,
picking a payment platform, that's
00:13:58.843 --> 00:14:00.553
also a huge decision for them, right?
00:14:00.553 --> 00:14:05.203
Because doing a migration or transferring
is a core part of their product, so
00:14:05.203 --> 00:14:08.083
they need time and to do their research.
00:14:08.083 --> 00:14:11.053
So it's a completely different
process, whereas maybe a startup
00:14:11.053 --> 00:14:14.683
that has only a few clients or
something, that's much easier for them.
00:14:14.683 --> 00:14:17.653
So I think it's a completely
different as well, kinda use case and
00:14:17.893 --> 00:14:18.865
kind of process that they're going
00:14:18.883 --> 00:14:19.153
through.
00:14:19.702 --> 00:14:23.095
If we talk more about marketing
campaigns, SMB versus enterprise, you
00:14:23.095 --> 00:14:27.865
said in another podcast that pain point
led campaigns worked better for SMB.
00:14:28.235 --> 00:14:31.285
So I was quite interested in that
better for SMB rather than enterprise.
00:14:31.285 --> 00:14:32.785
So why did you find that?
00:14:33.175 --> 00:14:36.705
And what do you think maybe works
better for Enterprise if it's
00:14:36.705 --> 00:14:38.145
not like pain point focused?
00:14:38.580 --> 00:14:41.400
Pamela Velentzas: So I think maybe there's
a little bit of clarification to me.
00:14:41.430 --> 00:14:46.360
So pain points in a said in a sense of
what from, so if I look at SMB, right?
00:14:46.360 --> 00:14:50.230
And we're talking to, let's say a product
manager within a, within an org, right?
00:14:50.230 --> 00:14:51.340
Who's selling with the payment stack.
00:14:51.480 --> 00:14:54.305
They have very specific needs
that they want, or pains they
00:14:54.305 --> 00:14:55.475
want to solve for, right?
00:14:55.475 --> 00:15:00.245
It might be improving off rates, it
might be reducing declines, right?
00:15:00.245 --> 00:15:01.655
So it's very specific to that.
00:15:02.285 --> 00:15:06.185
On the enterprise side, we are
seeing it's much more about the
00:15:06.185 --> 00:15:10.325
business outcome, less about a
specific need they need to solve for.
00:15:10.509 --> 00:15:15.965
so I guess it's still pain point driven,
but I would say it's more outcome led,
00:15:16.015 --> 00:15:20.318
Do they want to improve revenue, For
a certain stream, like whether it's
00:15:20.318 --> 00:15:24.198
through a certain channel, So it's more,
it's at a higher level, let's say the
00:15:24.198 --> 00:15:27.168
pain points at a higher level than it
would be at the yes and b, and that's
00:15:27.168 --> 00:15:28.158
what I kind of meant by that, right?
00:15:28.158 --> 00:15:30.608
So it's still pain point in a sense,
but we don't wanna address the
00:15:30.818 --> 00:15:32.678
pain we wanna solve for the outcome
00:15:33.298 --> 00:15:36.316
they're trying to achieve
from a business perspective.
00:15:36.636 --> 00:15:36.906
Araminta Robertson: Yeah.
00:15:36.906 --> 00:15:37.656
That's really interesting.
00:15:37.656 --> 00:15:39.456
So it's more of a use case.
00:15:39.546 --> 00:15:43.176
It's a different approach to how you'd
communicate with the target audience.
00:15:43.176 --> 00:15:45.726
It's more like how are they gonna get,
what are they gonna get out of this?
00:15:46.056 --> 00:15:49.626
Do you feel like there's other
proof points that enterprise buyers
00:15:49.626 --> 00:15:51.996
are looking for as well that maybe
SMBs don't care so much about?
00:15:51.996 --> 00:15:55.266
So, I don't know, like compliance,
security, what are some others that you've
00:15:55.396 --> 00:15:55.936
Pamela Velentzas: Yeah.
00:15:56.506 --> 00:15:56.741
Especially
00:15:56.806 --> 00:15:57.046
for us.
00:15:57.046 --> 00:15:58.726
PCI compliance always comes back.
00:15:58.756 --> 00:16:01.096
SOC two compliance is big.
00:16:01.236 --> 00:16:04.749
is funny because from what we're
seeing, compliance is always like
00:16:04.749 --> 00:16:07.959
one of the second or third kind
of conversations our reps go into,
00:16:08.183 --> 00:16:11.033
It's also the product itself.
00:16:11.033 --> 00:16:13.283
Like for example, there's a lot
of like custom integration work
00:16:13.283 --> 00:16:16.493
we wanna do for enterprise account
that we typically don't do for SMB.
00:16:16.573 --> 00:16:21.123
And we're willing to invest that
engineering, time to make sure that they
00:16:21.123 --> 00:16:25.443
feel that they're getting a more kind of
curated experience with us versus the SB.
00:16:25.443 --> 00:16:28.513
It can be just out of our box
integrations, I think also our
00:16:28.513 --> 00:16:32.323
enterprise accounts love having
referring customers to talk to, whereas
00:16:32.323 --> 00:16:33.793
smb, it's not so much of a thing.
00:16:34.043 --> 00:16:37.743
So big logos want to talk to three
other big logos that we have and know
00:16:37.743 --> 00:16:41.633
how the experience went and how the
onboarding l how, tech support is handled.
00:16:41.813 --> 00:16:43.553
What's the escalation like, right?
00:16:43.553 --> 00:16:46.013
In terms of like from tier
one to tier two to tier three.
00:16:46.013 --> 00:16:49.398
So it's a lot of that on
enterprise less so on SMB.
00:16:49.800 --> 00:16:50.130
Araminta Robertson: Yeah.
00:16:50.135 --> 00:16:50.725
Yeah, definitely.
00:16:51.025 --> 00:16:54.455
And you've said yourself that, like the
thing with enterprises, the sales cycles
00:16:54.455 --> 00:16:58.625
are super long, you're very enmeshed with
the sales team doing stuff in person.
00:16:58.655 --> 00:17:00.665
It can be hard to track things, right?
00:17:00.875 --> 00:17:02.135
And it can be hard to attribute things.
00:17:02.135 --> 00:17:05.155
So how have you managed that as
you've shifted to enterprise?
00:17:05.155 --> 00:17:07.045
How have you done the
tracking, the attribution?
00:17:07.195 --> 00:17:11.525
How do you maybe keep marketing still
accountable and tracking to pipeline when
00:17:11.825 --> 00:17:14.255
a deal takes nine, 12 months to close?
00:17:14.255 --> 00:17:15.875
Like what have you found has worked there?
00:17:16.173 --> 00:17:18.693
Pamela Velentzas: so where our attribution
model at Spreedly is based on the
00:17:18.693 --> 00:17:21.243
first, it's first touch right across
the board where there's enterprise
00:17:21.243 --> 00:17:23.223
or SMB, but there's a caveat there.
00:17:23.313 --> 00:17:27.783
So we do track less so an S, so
less of an SB, but for enterprise
00:17:27.783 --> 00:17:29.823
we do track influence, right?
00:17:29.823 --> 00:17:30.783
On the attribution side.
00:17:30.783 --> 00:17:35.013
So for example, because enterprise
accounts can come in through various
00:17:35.013 --> 00:17:38.353
different touch points meaning
a sales person could outbound
00:17:38.353 --> 00:17:41.743
to one contact of that account,
marketing can send a campaign, they
00:17:41.743 --> 00:17:43.003
could have seen us at an event.
00:17:43.243 --> 00:17:45.373
Partnerships could have
a play in that, right?
00:17:45.373 --> 00:17:47.581
If a partner recommended,
it's really to that merchant.
00:17:47.581 --> 00:17:50.851
So we do a multi-touch attribution
on the enterprise account side, where
00:17:50.851 --> 00:17:53.346
we'll keep track whatever tech
stack you're using, we just happen
00:17:53.346 --> 00:17:58.229
to use HubSpot, so we'll tag each
as an influence and then we'll do,
00:17:58.229 --> 00:18:02.009
we'll we take a six month look back
window to say, okay, what's, no.
00:18:02.249 --> 00:18:06.629
So from when the deal closes six months
prior, what are all the activities
00:18:06.809 --> 00:18:10.048
that you could, what roughly like
attribute to influence to closing
00:18:10.048 --> 00:18:11.548
the, or moving the deal along, right?
00:18:11.548 --> 00:18:12.688
So that's how we kind of do it.
00:18:12.748 --> 00:18:17.097
And then we'll wait it by channel, So
it's like an event, it's 10% of influence.
00:18:17.097 --> 00:18:21.847
If it's, a form fill from a,
maybe a technical persona, it
00:18:21.847 --> 00:18:23.167
could be 5% influence, right?
00:18:23.167 --> 00:18:25.597
So I'll kind of wait it that way
and then kind of aggregate the
00:18:25.597 --> 00:18:28.087
data and say, okay, well we can
assume that these three multiple
00:18:28.087 --> 00:18:30.007
twitches influence this at the end.
00:18:30.577 --> 00:18:33.041
So it's a little bit more
complicated, but you have to, right?
00:18:33.041 --> 00:18:34.781
Because an enterprise deal
does not only come through one
00:18:34.781 --> 00:18:35.831
channel, I don't think it does.
00:18:35.928 --> 00:18:36.468
Araminta Robertson: No, definitely.
00:18:36.468 --> 00:18:36.828
You're right.
00:18:37.158 --> 00:18:40.218
I love how in depth that is because
there is a very interesting conversation
00:18:40.218 --> 00:18:43.668
happening now in marketing where people
are like, it's so complicated and
00:18:43.998 --> 00:18:45.468
it's never gonna be fully accurate.
00:18:45.738 --> 00:18:47.778
Is there any point in even tracking it?
00:18:47.778 --> 00:18:49.908
Should we just trust that it's working?
00:18:49.908 --> 00:18:52.638
So I think there's always this debate
between marketers should we just trust it?
00:18:52.788 --> 00:18:55.668
Just use, this is what we spent, this
is what we got, and keep it like that.
00:18:55.908 --> 00:18:57.468
Or should we track as much as we can?
00:18:57.958 --> 00:19:01.078
I'm usually in the track as much as
you can camp because I'm like, might as
00:19:01.078 --> 00:19:02.718
well, and it gives you more information.
00:19:02.978 --> 00:19:05.408
and you don't have to go into two
specifics, but what is something that you
00:19:05.408 --> 00:19:10.338
have found or a piece of like a golden
nugget that you think is super interesting
00:19:10.698 --> 00:19:13.908
because you've been able to track so
much that has allowed you to maybe
00:19:13.908 --> 00:19:19.178
improve your marketing or improve how you
communicate to prospects, to customers?
00:19:19.680 --> 00:19:20.130
Pamela Velentzas: I think.
00:19:20.130 --> 00:19:20.490
Yeah.
00:19:20.490 --> 00:19:20.970
You know what?
00:19:21.000 --> 00:19:22.020
And we try our best.
00:19:22.020 --> 00:19:23.040
I mean, it's always hard, right?
00:19:23.040 --> 00:19:25.380
Attribution in general, marketing
is always really complicated.
00:19:25.380 --> 00:19:27.090
There's never, it's, I don't
think it's linear either.
00:19:27.090 --> 00:19:28.560
I think it kind of, depending, right?
00:19:28.750 --> 00:19:32.950
But I think what's really undervalued
as of late has just been the influence,
00:19:33.040 --> 00:19:37.250
especially for enterprise and like in
PR and I think that's kind of blurred
00:19:37.280 --> 00:19:41.180
in 2026 versus it was like 10, 15 years
ago where PR was like, you sent out a
00:19:41.180 --> 00:19:42.650
press release, you piss journalists.
00:19:42.650 --> 00:19:46.000
But now that it's blended being like
there's like social involved, right?
00:19:46.000 --> 00:19:49.910
There's like influencer marketing
that can be considered P pr, right?
00:19:50.060 --> 00:19:53.110
So what we found, so a lot of our
PR activity, especially for the
00:19:53.110 --> 00:19:58.360
enterprise accounts, we focus a very
much so on like our making sure that
00:19:58.360 --> 00:20:00.040
our brand stories get to market.
00:20:00.040 --> 00:20:03.203
And what I mean by that is like really
kind of putting our merchants as like
00:20:03.203 --> 00:20:05.888
the highlight within a, in a, release
that we're pitching to journalists
00:20:05.888 --> 00:20:07.688
and like using data to support that.
00:20:07.748 --> 00:20:10.688
And what we found, which I think we've
never really done before, especially we
00:20:10.688 --> 00:20:15.188
don't do it for SMB, is like we really
lean onto those brand stories to influence
00:20:15.248 --> 00:20:16.628
other enterprise accounts, right?
00:20:16.628 --> 00:20:18.263
Because they tend to be kind of copycats,
00:20:18.385 --> 00:20:21.791
if one enterprise account sees another
one doing the same thing or whatever tech
00:20:21.791 --> 00:20:24.011
stack they're on, they're going, well
maybe I should look at that vendor too.
00:20:24.011 --> 00:20:25.121
Like what are they doing
that we're not doing?
00:20:25.121 --> 00:20:30.451
So I think PR is Has been the most
undervalued lever we've pulled in
00:20:30.451 --> 00:20:34.211
marketing that's showing a very
much like a significant influence
00:20:34.211 --> 00:20:36.161
on enterprise opportunities
that we're seeing coming into
00:20:36.237 --> 00:20:37.107
Araminta Robertson:
That's really interesting.
00:20:37.467 --> 00:20:40.287
Yeah, because also, as you said, PR
can mean a lot of different things.
00:20:40.287 --> 00:20:43.407
It could also mean getting your name
on a publication, all these things.
00:20:43.557 --> 00:20:47.727
But what you're saying here is when
you start working with a new customer,
00:20:47.727 --> 00:20:51.957
with a new merchant, and you make an
announcement, that is what you're seeing
00:20:51.957 --> 00:20:57.837
has the biggest, like you can more clearly
connect and see a direct kind of response
00:20:57.837 --> 00:21:00.897
to that where maybe someone will finally
respond an email or reach out to you.
00:21:00.897 --> 00:21:01.257
Is that what you're
00:21:01.289 --> 00:21:01.768
Pamela Velentzas: Exactly.
00:21:01.859 --> 00:21:02.039
Yeah.
00:21:02.189 --> 00:21:02.699
Well, exactly.
00:21:02.699 --> 00:21:03.869
I think it's just at bar scale.
00:21:03.869 --> 00:21:06.939
So for example, when we make an
announcement when it comes to a press
00:21:06.939 --> 00:21:09.508
release or any type of like media
announcement, we don't wanna highlight
00:21:09.508 --> 00:21:13.483
spreedly, we wanna highlight the merchant
and what we solve for that merchant.
00:21:13.483 --> 00:21:18.738
So merchant X, Y, Z increased, author
rates by 20% or whatever they, or
00:21:18.938 --> 00:21:22.003
expanded into like new geos because
of spreed leader integrations.
00:21:22.273 --> 00:21:26.023
So we highlight their business outcome
and then we just kind of we're like
00:21:26.023 --> 00:21:28.603
the supporting underneath and a lot
of enterprise accounts like, oh hey,
00:21:28.603 --> 00:21:31.313
well if they did that for this logo,
well maybe they could do it for us.
00:21:31.313 --> 00:21:34.201
So we've got a lot of traction
just on, highlighting our brand
00:21:34.201 --> 00:21:36.331
stories from a market perspective.
00:21:36.381 --> 00:21:38.931
I think there was just this notion
about PR just being, oh, it's
00:21:38.931 --> 00:21:41.001
set on a press release and hope
it gets picked up for coverage.
00:21:41.001 --> 00:21:42.081
I think it's a lot more than that.
00:21:42.339 --> 00:21:44.379
Araminta Robertson: So it sounds
like these are case studies actually,
00:21:44.379 --> 00:21:48.129
and then you treat them like a press
release in the sense that you're really
00:21:48.167 --> 00:21:50.657
Pamela Velentzas: I don't wanna say
they're necessarily case studies per se.
00:21:50.657 --> 00:21:54.259
I think it's more like, for example
like agenda commerce is a huge
00:21:54.259 --> 00:21:55.849
trending topic right now in FinTech.
00:21:56.239 --> 00:21:59.999
If we can, and I'm just, hypothetically
speaking, if we sent out a press review,
00:21:59.999 --> 00:22:04.909
like we help, merchant X, YZ launch
an agenda commerce integration to open
00:22:04.909 --> 00:22:09.829
AI and it's on built on Spreedly and
they were able to route X amount of
00:22:09.829 --> 00:22:14.169
transactions and improved author rates
by 20%, by using this channel on the
00:22:14.169 --> 00:22:17.319
tech we built, but showcasing their win
00:22:17.589 --> 00:22:20.769
and us as like the supporting
infrastructure in the background, we've
00:22:20.769 --> 00:22:25.877
seen kind of, a lot of, eyes on those
stories and a lot more interest from an
00:22:25.877 --> 00:22:30.467
enterprise from look at like accounts
that have come to us as a result of that
00:22:30.467 --> 00:22:32.665
pr And again it's influenced, right?
00:22:32.665 --> 00:22:33.565
There's always like a halo.
00:22:33.565 --> 00:22:35.425
They come to our site afterwards,
they'll fill out a form,
00:22:35.425 --> 00:22:36.355
they'll see us at an event.
00:22:36.355 --> 00:22:38.035
So that conversation continues.
00:22:38.305 --> 00:22:41.095
But without that exposure in the market,
they would never would've known that
00:22:41.095 --> 00:22:43.855
we could solve maybe a similar problem
that they're struggling with or they
00:22:43.855 --> 00:22:46.705
don't even know they have that problem
until they read another enterprise
00:22:46.855 --> 00:22:49.285
struggling with the problem and
solved it and then they'll come to us.
00:22:49.285 --> 00:22:52.257
So I think it just in general,
there's such value to it in this
00:22:52.257 --> 00:22:55.574
market and with all the noise it's
so hard to cut through all the noise.
00:22:55.718 --> 00:23:00.022
and I think, there is definitely
some, some worth in making sure
00:23:00.032 --> 00:23:02.762
that you know, any organisation
has a really strong kind of like PR
00:23:02.762 --> 00:23:04.502
footprint or just media footprint.
00:23:04.502 --> 00:23:06.122
'cause it's huge for brand exposure.
00:23:06.746 --> 00:23:10.132
Araminta Robertson: Yeah, so just so
I understand, at what point you've
00:23:10.132 --> 00:23:13.612
started working with a new, with
Merchant X, Y, Z, at what point in
00:23:13.612 --> 00:23:17.362
that relationship or that engagement,
would you then do something like this?
00:23:17.362 --> 00:23:19.762
Is this just when you start working
with them or one year after?
00:23:19.762 --> 00:23:20.662
Like, when
00:23:20.859 --> 00:23:21.999
Pamela Velentzas: I
think it depends, right?
00:23:21.999 --> 00:23:23.184
So, there's two sides to this, right?
00:23:23.184 --> 00:23:25.124
Either we go back to our instal base.
00:23:25.244 --> 00:23:28.394
So our existing customers will
speak pretty readily with us, right?
00:23:28.394 --> 00:23:31.754
On certain activity or certain initiatives
from a PR perspective, which is great.
00:23:31.754 --> 00:23:34.874
So I think always leveraging your
existing enterprise account base
00:23:34.874 --> 00:23:36.614
is great as a great place to start.
00:23:36.894 --> 00:23:42.294
But typically new logos, they want to
have it deployed for at least six months
00:23:42.294 --> 00:23:43.494
to see kind of the results of that.
00:23:43.494 --> 00:23:46.554
And then they're pretty willing
to kind of do a joint kind of
00:23:46.554 --> 00:23:47.724
announcement with us, right?
00:23:47.781 --> 00:23:48.234
So,
00:23:48.514 --> 00:23:51.604
We had, I'll take, give you one example
where we had a merchant to wanted
00:23:51.604 --> 00:23:56.524
to expand into latam and start using
picks really hard to set up themselves.
00:23:56.524 --> 00:23:58.654
So that's one of the reasons why
they came to us was like our picks
00:23:58.654 --> 00:24:00.844
integration through our partner Ebanks.
00:24:01.154 --> 00:24:04.394
And then, we ended up having a couple more
conversations with other merchants around
00:24:04.394 --> 00:24:07.664
who wanted to also kind of expand, not
necessarily into latam, but just expand
00:24:07.664 --> 00:24:10.904
like geographies that we were able and
they read, they saw our press release
00:24:10.904 --> 00:24:13.514
on that and, came to us following that.
00:24:13.514 --> 00:24:13.994
So, yeah,
00:24:14.104 --> 00:24:15.424
Araminta Robertson:
Yeah, that's really cool.
00:24:15.424 --> 00:24:17.164
I love how it's such a
specific use case as well.
00:24:17.194 --> 00:24:17.944
'cause that really,
00:24:18.183 --> 00:24:19.293
Pamela Velentzas: guess
it is kind of a good case.
00:24:19.352 --> 00:24:19.622
Yeah.
00:24:19.622 --> 00:24:21.812
Like you're trying to solve for a
pain point and they didn't even know
00:24:21.812 --> 00:24:22.652
that there was something to solve
00:24:22.652 --> 00:24:23.072
for that.
00:24:23.122 --> 00:24:23.302
Until
00:24:23.314 --> 00:24:23.884
Araminta Robertson: exactly.
00:24:24.424 --> 00:24:28.504
But it's just like by using real
company names and actually showcasing
00:24:28.564 --> 00:24:31.384
a problem that you sold, as you said,
you're standing out 'cause you're really
00:24:31.384 --> 00:24:32.734
like, you're cutting through the noise.
00:24:32.764 --> 00:24:36.424
'cause it's like if a competitor to that
merchant sees that, they're like, okay,
00:24:36.424 --> 00:24:37.924
oh my God, I need to keep an eye on that.
00:24:37.924 --> 00:24:38.954
Like maybe
00:24:38.989 --> 00:24:39.479
Pamela Velentzas: Exactly.
00:24:40.314 --> 00:24:40.464
Yeah.
00:24:40.464 --> 00:24:42.924
And I think the, all the challenge,
it's not always that easy either.
00:24:42.924 --> 00:24:46.019
Like the challenge obviously is like
a, I, I don't wanna say most, quite a
00:24:46.019 --> 00:24:50.385
few enterprise accounts also don't like
being mentioned you know what I mean?
00:24:50.385 --> 00:24:50.835
In the press
00:24:50.835 --> 00:24:54.345
also, there's like, there's some, there's
obviously a challenge there, getting
00:24:54.345 --> 00:24:58.475
them to be referenceable publicly and not
having to like anonymize the account name.
00:24:58.475 --> 00:25:00.575
But if you can kind of overcome
that, there's like such great
00:25:00.575 --> 00:25:03.305
value to going after your existing
accounts and like new logos.
00:25:03.891 --> 00:25:05.001
Araminta Robertson: Yeah,
that is another challenge.
00:25:05.001 --> 00:25:06.141
That's true actually.
00:25:06.141 --> 00:25:10.221
If you can't use their name, I mean,
anonymous, it is better than nothing,
00:25:10.221 --> 00:25:12.351
but like it doesn't, it won't have as big
00:25:12.357 --> 00:25:12.519
Pamela Velentzas: It
00:25:12.597 --> 00:25:13.557
is not the biggest impact.
00:25:13.707 --> 00:25:18.327
But again, can you set the biggest,
I don't know, like retail cosmetic
00:25:18.327 --> 00:25:21.531
brand who's based out of New York is
like, can you make the correlation?
00:25:21.531 --> 00:25:21.711
Yes.
00:25:21.771 --> 00:25:23.181
Most times you probably can, right?
00:25:23.181 --> 00:25:24.231
If you know so.
00:25:24.621 --> 00:25:24.921
Araminta Robertson: yeah.
00:25:24.971 --> 00:25:25.421
No, I agree.
00:25:25.421 --> 00:25:26.741
That's a good, that's a good approach.
00:25:27.051 --> 00:25:30.621
If we go back to like tracking and how
you're using Multitouch attribution and
00:25:30.621 --> 00:25:33.961
all that when it comes to like influence,
you've also said on another podcast you
00:25:33.961 --> 00:25:37.711
use like an A BM platform and that you
like to target them on a contact level.
00:25:37.711 --> 00:25:41.161
Can you tell me a little bit more
about that setup, maybe which
00:25:41.191 --> 00:25:42.391
a BM platform do you use and
00:25:42.391 --> 00:25:45.571
how do you integrate that into your
HubSpot and your tracking and all that?
00:25:46.173 --> 00:25:48.543
Pamela Velentzas: Yeah, so I think
obviously the biggest a BM out
00:25:48.543 --> 00:25:49.953
there is probably six sense, right?
00:25:50.050 --> 00:25:53.502
or demand base it, those two, the probably
biggest ones for account based marketing.
00:25:53.832 --> 00:25:56.862
So, and I've always struggled with
account based marketing in a sense,
00:25:56.862 --> 00:26:02.988
using account level signals, which,
I mean, always question where those
00:26:02.988 --> 00:26:04.488
intent signals are coming from.
00:26:04.488 --> 00:26:08.558
And we've always, from a sales side of
it, we've always gone back to our reps
00:26:08.558 --> 00:26:10.208
oh, this account is showing this signal.
00:26:10.208 --> 00:26:13.058
And then, a rep has to a struggle
to find whatever contact they
00:26:13.058 --> 00:26:14.648
think is showing that signal.
00:26:14.708 --> 00:26:18.038
Or if they do find a contact and within
that account, it's on the right one.
00:26:18.338 --> 00:26:21.216
And, or the con is like, I don't
know what you're talking about.
00:26:21.216 --> 00:26:22.506
I've never was looking for that.
00:26:22.506 --> 00:26:25.266
So it's really, it's a
struggle on account based.
00:26:25.626 --> 00:26:28.656
So when we were exploring how to do
account based a little bit differently
00:26:28.714 --> 00:26:32.754
and the platform is called Influ two
basically you upload, and it's very
00:26:32.754 --> 00:26:34.014
similar to the Six Sense, right?
00:26:34.014 --> 00:26:38.022
So instead of the account names,
you're actually uploading contacts
00:26:38.022 --> 00:26:43.272
you have within your CRM and you serve
ads based on their email addresses
00:26:43.272 --> 00:26:45.612
to that contact within an account.
00:26:46.122 --> 00:26:50.922
And we've seen a significant uptick
in pipeline opportunity and influence
00:26:50.982 --> 00:26:55.752
from just running basic ads and like
retargeting them at the contact level.
00:26:56.022 --> 00:26:59.052
And the beauty of contact level
advertising is a, you know exactly who
00:26:59.052 --> 00:27:01.362
it is you can track with a cookie, right?
00:27:01.362 --> 00:27:03.192
It's like you're kind of
like tracking their journey.
00:27:03.502 --> 00:27:06.435
You can attribute the influence right,
to an account specifically 'cause
00:27:06.435 --> 00:27:07.935
that contact sits under that account.
00:27:08.285 --> 00:27:11.665
And then you can also have different,
like swim lanes in terms of okay, well
00:27:11.665 --> 00:27:15.205
we're gonna go after, let's say we're
launching, I don't know, agenda commerce.
00:27:15.745 --> 00:27:19.810
And within that buying committee you
have the vp, you have the C-level, you
00:27:19.810 --> 00:27:21.605
have, CFO, you have the technical buyer.
00:27:21.605 --> 00:27:24.425
You can actually create ads for
each segment under that account
00:27:24.425 --> 00:27:25.805
with very specific messaging.
00:27:26.085 --> 00:27:30.465
And it kind of hit all those personas
within one kind of ad campaign based
00:27:30.465 --> 00:27:34.073
on like job title and contact, which is
really a level deeper than just maybe
00:27:34.103 --> 00:27:36.408
like the account level advertising, right?
00:27:37.276 --> 00:27:38.896
Araminta Robertson: Yeah this is
a great case study for infl two.
00:27:38.896 --> 00:27:39.196
I need to
00:27:39.308 --> 00:27:39.968
Pamela Velentzas: Yeah, I know.
00:27:39.968 --> 00:27:40.448
I'm gonna try that.
00:27:40.448 --> 00:27:41.408
Because they're getting a shout
00:27:41.416 --> 00:27:41.896
Araminta Robertson: Exactly.
00:27:42.486 --> 00:27:44.256
What kind of ads are you talking about?
00:27:44.256 --> 00:27:47.396
Is this Google, LinkedIn, and
it's amazing that you've seen
00:27:47.396 --> 00:27:48.326
such an uptick in pipeline.
00:27:48.326 --> 00:27:51.446
How are you able to
attribute that to Infl two?
00:27:51.776 --> 00:27:52.016
Is it
00:27:52.042 --> 00:27:53.992
Pamela Velentzas: so we have a
tracking, we use a UTM, so all
00:27:53.992 --> 00:27:56.422
our ads, I mean, it's very similar
to any kinda retargeting, right?
00:27:56.422 --> 00:27:58.852
It's like, whether it's Google Ads,
they actually advertise across the
00:27:58.852 --> 00:28:02.346
meta network, and they don't compete
necessarily with the Google Ad network,
00:28:02.346 --> 00:28:03.816
but they'll pull in certain channels.
00:28:03.816 --> 00:28:07.416
So primarily it's like through LinkedIn,
our biggest audience is LinkedIn.
00:28:07.746 --> 00:28:10.086
We'll do some Facebook,
we'll do some like Instagram.
00:28:10.496 --> 00:28:14.036
And then we'll also couple that
with Reddit, with YouTube, with
00:28:14.036 --> 00:28:16.506
all the face with the Google
kind of ad network as well.
00:28:16.604 --> 00:28:19.754
But each of it has a tracking
code, so we have a UTM on it that
00:28:19.754 --> 00:28:22.424
will track back to a landing page
and we can capture it that way.
00:28:22.814 --> 00:28:27.074
There's also like a snippet you can
put on your pages to see like from
00:28:27.074 --> 00:28:29.564
that ad referencing what page they hit.
00:28:29.744 --> 00:28:32.414
And because it's contact level, we'll
know what contact that came from.
00:28:32.784 --> 00:28:35.274
So they all get, kinda get tagged in the
backend, which is kind of cool because
00:28:35.345 --> 00:28:38.795
and even our sales people, like once
we get a lead in from an info two ad
00:28:38.975 --> 00:28:43.445
the conversion from like SAL to SQO,
it's almost like, you know, 60, 70%.
00:28:43.964 --> 00:28:46.094
because they're coming directly
to us and it's very like
00:28:46.094 --> 00:28:47.354
specific to their pain point.
00:28:47.370 --> 00:28:49.740
it's smaller volume, but better quality.
00:28:50.998 --> 00:28:53.218
Araminta Robertson: And is this,
are we talking about SMB enterprise?
00:28:53.218 --> 00:28:54.088
What kind of
00:28:54.510 --> 00:28:56.400
Pamela Velentzas: It's, I would
say it's probably, it's, yeah, it's
00:28:56.400 --> 00:28:58.890
probably like 70% SMB in all honesty.
00:28:59.134 --> 00:29:02.884
That being said, it helps be, it
helps on the enterprise side as well,
00:29:02.884 --> 00:29:07.084
only because we're able to target
the VP and C level, which typically
00:29:07.084 --> 00:29:08.944
might not see our ads on Google ads.
00:29:08.994 --> 00:29:11.274
Because we have their context
specifically, they're getting
00:29:11.274 --> 00:29:12.594
served ads over and over again.
00:29:12.594 --> 00:29:16.884
So it kind of like influences that
champion as well because they're, they
00:29:16.884 --> 00:29:19.465
already have the exposure to our brand,
whereas if it's only the technical
00:29:19.465 --> 00:29:23.220
product manager seeing ads, it's
hard to get that up kinda the chain.
00:29:23.220 --> 00:29:25.200
So like they're getting at
least exposed to their brand.
00:29:25.200 --> 00:29:28.290
So when the champion comes to
them, Hey, we want event SP freely,
00:29:28.440 --> 00:29:29.250
they're, oh yeah, I saw that.
00:29:29.250 --> 00:29:29.490
ad.
00:29:29.490 --> 00:29:30.570
So it's an easier conversation
00:29:30.592 --> 00:29:31.162
Araminta Robertson: Really cool.
00:29:31.200 --> 00:29:31.800
Pamela Velentzas: deal along.
00:29:31.800 --> 00:29:32.160
Yeah.
00:29:32.558 --> 00:29:32.918
Araminta Robertson: Yeah, Yeah.
00:29:32.918 --> 00:29:33.548
No, this is great.
00:29:33.938 --> 00:29:37.418
I wanted to just talking about this,
it makes sense to also talk about LLMs
00:29:37.468 --> 00:29:38.848
I think especially for SMB, right?
00:29:38.848 --> 00:29:39.808
They're doing a lot of research on LLMs.
00:29:40.408 --> 00:29:41.848
What have you found there?
00:29:41.848 --> 00:29:44.818
Have you done any testing, like
Chachi BT ads, for example?
00:29:44.908 --> 00:29:47.968
Have you found that you're
getting like a decent amount of
00:29:48.308 --> 00:29:49.508
acquisition through that channel?
00:29:49.508 --> 00:29:50.283
What have you found there?
00:29:51.063 --> 00:29:51.873
Pamela Velentzas: Very premature.
00:29:51.873 --> 00:29:55.313
So we're trying two different channels
that we're exploring this year.
00:29:55.643 --> 00:29:57.833
Obviously I'm gonna kinda maybe
ramping and going to next year too
00:29:57.833 --> 00:30:00.147
or, or, so Reddit is a big channel
that we're trying out this year.
00:30:00.147 --> 00:30:02.787
We've really primarily been focused
on Google ads, which are great,
00:30:02.787 --> 00:30:05.856
I mean, the legacy kind of like
ad platform out there, right?
00:30:06.027 --> 00:30:09.377
but you know, we've noticed, and I think
every company in some way is noting like
00:30:09.497 --> 00:30:13.811
the displacement of SEO for a EO, right?
00:30:13.811 --> 00:30:16.481
Like just traditional
search and paid search.
00:30:16.481 --> 00:30:20.061
I think it's getting radically
disrupted by just the surge in LLMs.
00:30:20.061 --> 00:30:22.521
And I think, your strategy has to
kinda pivot to align with that.
00:30:22.521 --> 00:30:23.901
Otherwise we'll get left behind.
00:30:24.271 --> 00:30:28.401
we've seen our Google ad spend decline
like organically, not because we're
00:30:28.401 --> 00:30:31.401
cut budget, but because there's
not as many clicks getting through
00:30:31.401 --> 00:30:34.791
because the research is being surfaced
in LMS before they even hit an ad,
00:30:35.228 --> 00:30:38.628
So, and what we've noticed is I've done
a lot of research on this and I think,
00:30:38.638 --> 00:30:43.258
Reddit for example, is a great, is one of
the probably most indexed or like source
00:30:43.258 --> 00:30:48.608
or serviced site when it comes to LLM
ranking and indexation and authority.
00:30:48.658 --> 00:30:50.458
So we've kind of doubled down
a little bit in our Reddit
00:30:50.458 --> 00:30:51.718
strategy over the last few months.
00:30:51.718 --> 00:30:56.128
And we haven't yet seen acquisition
from it specifically, but influence,
00:30:56.241 --> 00:30:58.611
So we've seen a lot of like
clickthroughs come in and then maybe
00:30:58.611 --> 00:31:01.941
two weeks later a form fill that
comes through direct through our site.
00:31:01.941 --> 00:31:03.621
But can you attribute it
like, is there a halo?
00:31:03.621 --> 00:31:07.341
Probably is in some way attribution's
little bit tricky on paid.
00:31:07.341 --> 00:31:08.751
I think on paid advertising in general.
00:31:08.751 --> 00:31:12.261
Attribution all is hard because you never
know if they've seen your ad, didn't click
00:31:12.261 --> 00:31:15.991
on it, but then came back three days later
direct, but if they hadn't seen your ad
00:31:15.991 --> 00:31:17.251
or they have come, so you never know.
00:31:17.701 --> 00:31:22.167
But also, yeah, we also just, we
just started opening AI ads, it's too
00:31:22.167 --> 00:31:24.657
soon to see anything lately like yet.
00:31:24.997 --> 00:31:29.047
But we're trying it as a new channel,
so, and I think it's, my sense is it's
00:31:29.047 --> 00:31:33.817
going definitely gonna be more like, I
would say SMB, although we're seeing a
00:31:33.817 --> 00:31:39.817
lot more enterprise buyers come through
our website, having done a lot more
00:31:39.817 --> 00:31:43.867
research via an LLM and are ready to
have a more kind of in depth conversation
00:31:43.867 --> 00:31:45.187
with sales than we have before.
00:31:45.774 --> 00:31:47.214
Araminta Robertson: So that's really
interesting and that's why I wanna talk
00:31:47.214 --> 00:31:51.104
about content in a second and why, maybe
it used to, people used to say, oh, SEN
00:31:51.104 --> 00:31:55.394
content, whereas only for SMB, but now
you'd need content for enterprise as well.
00:31:55.394 --> 00:31:58.454
For sure, because, and not just
reports, but actually website
00:31:58.454 --> 00:32:00.644
content because that's how you're
gonna appear on LLMs, right?
00:32:00.644 --> 00:32:01.724
If they're doing so much research.
00:32:01.724 --> 00:32:05.744
And I totally agree with our clients,
like definitely enterprise customers
00:32:05.744 --> 00:32:10.534
are coming in through LLMs and 30 40%
of inbounds now are coming via LLM.
00:32:10.534 --> 00:32:12.244
So it's like a huge channel now.
00:32:12.464 --> 00:32:14.834
It's definitely one
that's, yeah, it's just
00:32:15.024 --> 00:32:15.945
Pamela Velentzas: Yeah, you can't
00:32:15.945 --> 00:32:16.905
ignore it, right?
00:32:16.945 --> 00:32:19.255
I think there's a lot of apprehension
around lms, but we're seeing it too,
00:32:19.255 --> 00:32:22.975
like we're tracking like AI chat as
like a lead source, even 12 months ago.
00:32:22.975 --> 00:32:24.085
It was unheard of as a channel.
00:32:24.655 --> 00:32:27.295
And it's grown like 70%
like year over year.
00:32:27.295 --> 00:32:30.895
And just even turning from like, not only
just like leads, but like going like from
00:32:30.895 --> 00:32:33.085
like a lead to like an SQO to closed one.
00:32:33.085 --> 00:32:36.916
I think we closed our first,
chat, like AI chat lead.
00:32:37.156 --> 00:32:40.296
I think last, quarter it was a small
deal size, but nonetheless it was
00:32:40.296 --> 00:32:43.203
like the first one and it closed
within I wanna say 15 to 30 days.
00:32:43.743 --> 00:32:44.302
I that quickly.
00:32:44.590 --> 00:32:47.590
very much more s than be
focused, but I think it's just
00:32:47.590 --> 00:32:49.630
going to gain momentum, right?
00:32:49.630 --> 00:32:51.400
As like the months go by even more.
00:32:51.400 --> 00:32:51.580
So.
00:32:51.580 --> 00:32:54.770
And to your point, I think that's where
content, like I think, like 10, 15 years
00:32:54.770 --> 00:32:57.260
ago, like when they said content was
king and like there was like keyword
00:32:57.260 --> 00:33:00.350
stuffing and everybody wanted to have
like their SEO on their page and every
00:33:00.350 --> 00:33:03.185
single page had to be like, optimised
for all the keywords they wanna rank for.
00:33:03.230 --> 00:33:07.730
I think their content is even more
important, but in a different way in
00:33:07.730 --> 00:33:12.380
2026, it's less about the keywords and
just more being more authoritative and
00:33:12.380 --> 00:33:14.450
being able to be surfaced on those LLMs.
00:33:14.450 --> 00:33:16.850
And that's why the backing is
ever so much more important.
00:33:17.307 --> 00:33:19.827
obviously the analyst reports are
great, but like making sure that you're
00:33:19.827 --> 00:33:23.577
really visible on those external third
party sites that have the credibility,
00:33:23.577 --> 00:33:26.907
like at Forrester or Gartner or like a
Wall Street Journal or even Bloomberg.
00:33:27.297 --> 00:33:29.307
Those get picked up so
quickly in LLMs, right?
00:33:29.307 --> 00:33:30.177
And that's where you want to be.
00:33:30.177 --> 00:33:32.547
Like that's what enterprise
buyers we've noticed are coming
00:33:32.547 --> 00:33:36.867
through is an LLM search less a
Google click, if that makes sense.
00:33:37.511 --> 00:33:37.661
Araminta Robertson: Yeah.
00:33:37.661 --> 00:33:38.081
That's interesting.
00:33:38.081 --> 00:33:40.331
I wanted to talk about Reddit,
but before, let's continue on
00:33:40.331 --> 00:33:41.941
the content topic because okay.
00:33:41.941 --> 00:33:46.131
So if more and more enterprise are coming
via LLMs content is even more important
00:33:46.131 --> 00:33:48.141
because LLMs are crawling, right?
00:33:48.141 --> 00:33:53.331
Your website and your content, what
kind of content do you think is key
00:33:53.331 --> 00:33:57.861
now if you wanna target enterprise,
considering this whole LLM thing as well?
00:33:58.507 --> 00:34:02.127
Pamela Velentzas: So we've really kind
of pivoted our content strategy to be
00:34:02.127 --> 00:34:06.955
more like question based, So I guess one
of the biggest things l LMS look for is
00:34:06.955 --> 00:34:09.925
like an FAQ style content format, right?
00:34:10.235 --> 00:34:12.985
So we've really kind of pivoted, I
guess I don't wanna say we're not,
00:34:12.985 --> 00:34:15.835
we're still doing long form content,
we're still doing the EGUs, but we've
00:34:15.835 --> 00:34:22.195
kind of reformatted in a way where it's
answering a question less, kind of like
00:34:22.195 --> 00:34:25.975
feeding you just this like really high
level thought leadership stuff, right?
00:34:25.975 --> 00:34:30.125
So it's definitely more question based and
like, more like how what a customer would
00:34:30.125 --> 00:34:33.185
be asking us in like a natural language.
00:34:33.365 --> 00:34:36.575
And even just our, our, how our write
our writing style is kinda changed also.
00:34:36.575 --> 00:34:41.055
It's definitely more like natural
conversational, informative.
00:34:41.565 --> 00:34:43.995
I mean, the thought leadership stuff
is still there, but I think it's a,
00:34:43.995 --> 00:34:47.445
like a level, it's a level further down
where you're asking, you're trying to
00:34:47.445 --> 00:34:50.385
answer specific questions or you're
anticipating what the question is, and
00:34:50.385 --> 00:34:54.255
then answering it as like a, like from
the point of view of, from the prospect.
00:34:54.495 --> 00:34:57.105
So that's been a lot more kind
of beneficial to us because
00:34:57.105 --> 00:34:57.975
that's what gets surfaced.
00:34:57.975 --> 00:34:58.905
It's all the questions.
00:34:59.055 --> 00:35:01.665
And that's when you type in
an lm like that's pretty much
00:35:01.665 --> 00:35:02.115
what you're looking
00:35:02.115 --> 00:35:02.265
for.
00:35:02.265 --> 00:35:02.595
you're you're
00:35:02.827 --> 00:35:03.697
them a question, and we
00:35:03.901 --> 00:35:04.261
Araminta Robertson: Yeah.
00:35:04.657 --> 00:35:06.217
Pamela Velentzas: have
our answers surfaced.
00:35:06.392 --> 00:35:09.722
it's definitely a marathon, not a
sprint when it comes to outcomes.
00:35:10.017 --> 00:35:10.257
Araminta Robertson: yeah.
00:35:10.257 --> 00:35:11.517
And also we're all testing, right?
00:35:11.517 --> 00:35:12.777
It's a bit of the wild west still.
00:35:12.777 --> 00:35:16.297
I also, back in the day, content
marketers were like allergic to
00:35:16.297 --> 00:35:17.377
talking about the product, right?
00:35:17.377 --> 00:35:19.807
You would write about payment,
orchestration, whatever, and you
00:35:19.807 --> 00:35:21.617
would just be like educate, add value.
00:35:21.617 --> 00:35:22.547
Don't talk about the product.
00:35:22.847 --> 00:35:25.067
But I feel like, and this is
what we always talk about,
00:35:25.067 --> 00:35:27.257
bottom of the funnel content, you
need to talk about the product.
00:35:27.467 --> 00:35:29.777
Not just because the person
who's at the bottom of the funnel
00:35:29.837 --> 00:35:30.977
wants to learn about the product.
00:35:31.217 --> 00:35:33.797
But I would say now it's even
more important because if LLMs are
00:35:33.797 --> 00:35:38.117
quot your content, they're hungry
for that product information.
00:35:38.117 --> 00:35:40.817
And so, especially if they're asking
a very bottom of the funnel question
00:35:40.867 --> 00:35:43.417
should I pick Spreedly or a competitor?
00:35:43.717 --> 00:35:46.147
If there's no product information
on your con on your website, it will
00:35:46.147 --> 00:35:49.597
either make it up and that's bad,
could, it could be inaccurate, or
00:35:49.597 --> 00:35:52.717
it will just say something wrong and
sell the other competitor better.
00:35:52.927 --> 00:35:54.667
So do you, are you also testing with that?
00:35:54.667 --> 00:35:58.207
Are you also doing more product
focused content and trying to
00:35:58.237 --> 00:35:59.707
make sure LMS get the right info?
00:35:59.707 --> 00:36:00.337
Pamela Velentzas: Yes.
00:36:00.337 --> 00:36:03.029
So, funny enough, so we were
very, very thought leadership or
00:36:03.089 --> 00:36:08.039
like very, like that fo like that
style of content driven last year.
00:36:08.079 --> 00:36:10.209
I don't wanna say theoretical,
but kind of like theoretical,
00:36:10.209 --> 00:36:10.599
right?
00:36:10.599 --> 00:36:11.019
Like
00:36:11.289 --> 00:36:13.059
educational informative.
00:36:13.659 --> 00:36:16.209
Now that we've shifted just as an
organisation to more of like a product
00:36:16.209 --> 00:36:19.869
led growth kinda strategy, our content
is kind of reflecting that too.
00:36:19.869 --> 00:36:23.249
And we're definitely leading more
with how our product solves for a
00:36:23.249 --> 00:36:25.439
solution, but not in an overly technical
00:36:25.439 --> 00:36:26.069
way.
00:36:26.429 --> 00:36:27.359
Um, but
00:36:27.899 --> 00:36:28.157
yeah.
00:36:28.157 --> 00:36:28.547
Exactly.
00:36:28.547 --> 00:36:32.027
But it just, it's showing the
value of like what product a can
00:36:32.027 --> 00:36:33.617
solve for as a business outcome.
00:36:33.717 --> 00:36:38.157
And I think a lot of our content is
kind of driven by the features or
00:36:38.157 --> 00:36:41.787
the product itself, unless on this
like, theoretical abstract use of it.
00:36:41.837 --> 00:36:47.207
I think I just, how content is,
like being consumed by prospects
00:36:47.207 --> 00:36:48.377
is very different as well.
00:36:48.427 --> 00:36:52.547
so I'll give you an example, back
in the day your drip campaign would
00:36:52.547 --> 00:36:57.437
start off with, oh, read a blog
post, watch this video, read this
00:36:57.437 --> 00:37:00.617
article to me that no longer works.
00:37:00.797 --> 00:37:02.447
They want to get right to the point.
00:37:02.447 --> 00:37:06.137
They've already been so educated with
all the research they're doing in LLMs.
00:37:06.347 --> 00:37:09.827
They want to get into a call with
sales or a demo like right away
00:37:09.827 --> 00:37:13.967
and gone other days of dripping
out like 12 blog to a prospect.
00:37:14.017 --> 00:37:16.717
they wanna see how it works and
get on a call and move it forward.
00:37:16.747 --> 00:37:19.657
So we've kind of also pivoted
like our, just our content
00:37:19.747 --> 00:37:21.907
email strategy as well, right?
00:37:21.907 --> 00:37:25.207
To reflect that because you don't need to
educate them as much as you do anymore.
00:37:25.207 --> 00:37:27.977
They've already educated themselves,
they're already further down
00:37:27.977 --> 00:37:29.777
the funnel and I think the
content has to reflect that.
00:37:30.317 --> 00:37:30.767
And that's where
00:37:30.767 --> 00:37:31.907
the product comes in, right?
00:37:31.907 --> 00:37:33.467
They're more interested in comparison.
00:37:33.527 --> 00:37:36.557
So we're kind of doubling
down on comparison pages, RO
00:37:36.557 --> 00:37:38.657
all calculators, right?
00:37:38.657 --> 00:37:40.097
That's like huge for us now.
00:37:40.479 --> 00:37:42.698
Araminta Robertson: Yeah you've
eloquently put what I've been saying
00:37:42.698 --> 00:37:46.418
a lot as well is that basically it's
not as worth doing top of the funnel
00:37:46.418 --> 00:37:50.588
thought leadership because the LLMs are
doing that for you already, basically.
00:37:50.828 --> 00:37:54.638
And you also very rarely will they mention
a brand so early on in the journey.
00:37:54.638 --> 00:37:58.148
If they're doing research on what
is payment orchestration or how does
00:37:58.148 --> 00:38:00.818
a payment platform work, they're
not looking for a brand name.
00:38:00.878 --> 00:38:03.488
And so no matter how much content
you put about that you're not
00:38:03.488 --> 00:38:04.238
gonna appear on that alarm.
00:38:04.238 --> 00:38:05.318
So what even is the point?
00:38:05.318 --> 00:38:06.008
No one's gonna read it.
00:38:06.218 --> 00:38:10.038
So now, it makes more sense now than
ever to just mainly do bottom of the
00:38:10.038 --> 00:38:13.828
funnel content so that then when you
do, when they do reach that stage, your
00:38:13.828 --> 00:38:15.238
brand is there at the right moment.
00:38:15.298 --> 00:38:16.528
And so yeah.
00:38:17.038 --> 00:38:17.488
Ready?
00:38:17.548 --> 00:38:17.728
Yeah.
00:38:17.728 --> 00:38:17.878
Yeah.
00:38:17.908 --> 00:38:18.868
No, that's so interesting.
00:38:19.118 --> 00:38:22.028
I need to ask about Reddit because I'm
very curious and I think this is just
00:38:22.028 --> 00:38:23.528
a question that so many people have.
00:38:23.753 --> 00:38:26.023
When you say you have a Reddit
marketing strategy, what does that mean?
00:38:26.023 --> 00:38:29.413
Are you creating lots of accounts
and going after and answering
00:38:29.487 --> 00:38:29.877
Pamela Velentzas: No.
00:38:29.877 --> 00:38:30.417
Yeah, no.
00:38:30.507 --> 00:38:32.457
Well, it's an ad strategy more
than anything else, right?
00:38:32.547 --> 00:38:36.747
So we were struggling in terms of like
getting a, a listing, like a subreddit
00:38:36.807 --> 00:38:40.967
under, like FinTech or payments, To
build that community takes a lot of time.
00:38:41.687 --> 00:38:44.837
And what I mean by that is it's,
you need a, like a community, like
00:38:44.837 --> 00:38:48.407
a, a dedicated resource to kind
of manage your Reddit channel.
00:38:48.647 --> 00:38:49.607
So we decided not
00:38:49.607 --> 00:38:51.347
to do a Reddit channel yet.
00:38:51.797 --> 00:38:54.587
But what is interesting about
Reddit is I think, just their
00:38:54.587 --> 00:38:57.227
ad kind of opportunities.
00:38:57.497 --> 00:39:01.727
You can pick very specific subreddits
where you're like, where your users
00:39:01.727 --> 00:39:04.967
are in these subreddit communities and
advertise them like contextually and
00:39:04.967 --> 00:39:06.647
like whatever thread or chat you're in.
00:39:06.827 --> 00:39:08.207
So that's been working really well.
00:39:08.417 --> 00:39:12.617
And also you can host Ammas
with Reddit being a moderator
00:39:12.667 --> 00:39:14.047
in different like subreddits.
00:39:14.317 --> 00:39:15.367
We've yet to try that.
00:39:15.367 --> 00:39:17.167
But that's on our schedule for this year.
00:39:17.347 --> 00:39:19.417
So that's kinda what we're exploring
from our marketing strategy.
00:39:19.447 --> 00:39:22.687
And it's really kind of touching our
technical persona because they're
00:39:22.687 --> 00:39:26.407
still part of our deals and they kind
of, they are still their champion,
00:39:26.737 --> 00:39:28.147
even on the enterprise side, right?
00:39:28.357 --> 00:39:31.517
So it's a different audience we're
going after, but it seems to be
00:39:31.517 --> 00:39:34.997
working and only because Reddit has
30 million users or visitors a day.
00:39:34.997 --> 00:39:37.667
I think every Reddit a
stat, like they're huge.
00:39:37.697 --> 00:39:39.077
Like you cannot ignore them.
00:39:39.077 --> 00:39:42.172
And I think, what we've seen is
like the Reddit, like Reddit, chats
00:39:42.172 --> 00:39:47.242
or threads get, surfaced pretty
readily in LLMs and regularly.
00:39:47.442 --> 00:39:50.922
So we wanted to try to see, even if
we just, answered a chat or joined one
00:39:50.922 --> 00:39:54.852
of the sub, even on our own subreddit,
one of the subreddits on payments, and
00:39:54.852 --> 00:39:57.393
we could comment so we're trying to
get more involved in that community
00:39:57.393 --> 00:39:58.623
and to see if that could have nuts.
00:39:58.623 --> 00:40:00.753
Anything positive in
terms of like pipeline or
00:40:01.431 --> 00:40:01.707
Araminta Robertson: That's really
00:40:01.761 --> 00:40:02.211
interesting.
00:40:02.271 --> 00:40:04.766
Maybe we should do another one,
another interview in a year.
00:40:04.796 --> 00:40:07.496
'cause I'm curious to hear how
your Reddit strategy has worked.
00:40:07.496 --> 00:40:10.346
'cause we get this question a lot
and I'm always a little, there's
00:40:10.346 --> 00:40:13.286
these Reddit marketing agencies
and they do a lot of this spitting
00:40:13.286 --> 00:40:14.816
up hundreds of accounts and doing
00:40:15.490 --> 00:40:15.970
Pamela Velentzas: No.
00:40:16.450 --> 00:40:17.470
Yeah, I don't like that.
00:40:17.470 --> 00:40:19.690
That's, we don't wanna do that
only 'cause it's not authentic.
00:40:19.730 --> 00:40:22.040
We want to be like, we wanna be
part of the conversation but in a
00:40:22.040 --> 00:40:24.713
way and I think part of it's too,
it's like you don't want make the
00:40:24.713 --> 00:40:26.003
opportunity to have a conversation.
00:40:26.003 --> 00:40:30.083
And is it fair if we left a
prospect or red for three days?
00:40:30.083 --> 00:40:30.923
'cause nobody was answering.
00:40:30.923 --> 00:40:33.713
So that's why we weren't at the, we're
at the point right now where we can kind
00:40:33.713 --> 00:40:36.383
of commit to like a full-time channel.
00:40:36.563 --> 00:40:39.173
But I think just being involved
in the conversations around
00:40:39.173 --> 00:40:40.883
payments is a start for us.
00:40:40.973 --> 00:40:44.243
And having our product and our
technical tams in those conversations
00:40:44.243 --> 00:40:46.673
and the kind of creating that
community that we do have, like
00:40:46.673 --> 00:40:50.173
an authoritative voice on payments
is where we're gonna try to start.
00:40:50.173 --> 00:40:51.463
I think just initially.
00:40:51.967 --> 00:40:52.567
Araminta Robertson: No, that's great.
00:40:52.867 --> 00:40:56.110
Alright, my last questions has been
such a fantastic conversation and I just
00:40:56.110 --> 00:40:59.440
wanted to, for someone listening, maybe
they're a series A, series B FinTech
00:40:59.440 --> 00:41:03.160
founder and they're saying, I wanna
go, we wanna go enterprise next year.
00:41:03.220 --> 00:41:05.720
What is something that you
would tell them not to do?
00:41:07.126 --> 00:41:10.276
Pamela Velentzas: Not to do, do
not use the same playbook that you
00:41:10.276 --> 00:41:12.796
would use for SMB for enterprise.
00:41:13.606 --> 00:41:20.716
Don't assume the sales cycle is nine
to 12 months, it can be 18 months,
00:41:20.716 --> 00:41:24.416
and be prepared to commit to that
on the resource and investment side.
00:41:24.866 --> 00:41:30.008
And don't focus primarily on one persona.
00:41:30.008 --> 00:41:35.078
Make sure you are targeting multiple,
so multiple personas within an account
00:41:35.168 --> 00:41:39.668
and are kinda structuring your motion
for a committee and making sure you
00:41:39.668 --> 00:41:41.948
have the appropriate content per persona
00:41:41.992 --> 00:41:42.742
Araminta Robertson: For each.
00:41:42.815 --> 00:41:43.055
Yeah.
00:41:43.085 --> 00:41:43.745
Makes total sense.
00:41:43.745 --> 00:41:44.345
I totally agree.
00:41:44.655 --> 00:41:45.465
Well, thanks so much, Pam.
00:41:45.465 --> 00:41:46.425
This has been fantastic.
00:41:46.425 --> 00:41:49.268
So in depth, , we've covered so much
ground and I think it's been really,
00:41:49.298 --> 00:41:50.528
really helpful and really insightful.
00:41:50.528 --> 00:41:52.088
So yeah, thank you so much for coming on.
00:41:52.112 --> 00:41:52.922
Pamela Velentzas: Well,
thanks for having me on.
00:41:52.922 --> 00:41:53.282
Appreciate it.
00:41:53.943 --> 00:41:55.113
outro: Thanks for listening.
00:41:55.383 --> 00:42:00.603
You can find show notes and
information about guests@www.mint
00:42:00.633 --> 00:42:03.903
copywriting studios.com/podcast.
00:42:04.323 --> 00:42:08.403
And finally, huge thanks to orama
TV for producing this podcast.
00:42:08.973 --> 00:42:11.943
Thanks for listening, and
see you at the next episode.