The Manufacturing Executive
The Manufacturing Executive

Episode · 1 year ago

Be Careful With the Internet: How B2B Inbound Marketing Exploded w/ Brian Signorelli

ABOUT THIS EPISODE

It's 2010. Apple has just released a new product called the iPad. The Lakers just won their fifth championship under Phil Jackson. And the BP oil spill was all over the news. In the marketing world, a trending movement started to take hold. It was called inbound marketing.

Today, inbound marketing has exploded, and B2B businesses are taking the next logical step to inbound selling. Brian Signorelli, senior director of sales at Hubspot and author of the book Inbound Selling, joined this episode of the podcast to discuss the history and future of inbound. 

Brian and I talk about:

-Why inbound marketing's popularity spread so far

-Great resources to learn more about what inbound is and why it works

-Extending inbound marketing principles into the sales side of an organization

Resources we talked about:

-Inbound Marketing: Get Found Using Google, Social Media, and Blogs

-StoryBrand

-Inbound Selling: How to Change the Way You Sell to Match How People Buy

-HubSpot

To ensure that you never miss an episode of The Manufacturing Show, subscribe on Apple Podcasts, or Spotify, or here.

If inbout marketing is any form ofmarketing design to develop someone's trust and kind of like at least getthem to feel comfortable, exchanging a little bit of information like eventhough their first name last name, email, imbound selling is literally thenext step in that protem. Welcome to the manufacturing executivepodcast, where we explore the strategies and experiences that aredriving midsize manufacturers forward here, you'll discover new insights frompassionate manufacturing leaders who have compelling stories to share abouttheir successes and struggles and youill learn from B to be sales andmarketing experts about how to apply actionable business developmentstrategies inside your business. Let's get into the show, welcome to another episode of theManufacturing Executive Podcast, this showis being brought to you by oursponsor cadinus part solutions: m, Jo Sullivan, your host and a cofounder ofthe Industrial Marketing Agency, Gerilla eventy six. So, let's transportourself back in time. About ten years, it's T, teany, ten apple had justreleased a new product called the IPAD. The Lakers had just won their fifthchampionship under Phil Jackson. The BP oil spill was all over the news. In themarketing world there was a trending movement starting to take hold calledinbound marketing. The termaned on marketings come and speak now, and ithas been for a while, but I'd be willing to bat that most of you in themanufacturing sector. Listening to this would have probably stared at me withglazed over eyes. If I asked you to tell me what inbond marketing is tenyears ago today, my guest is someone who has witnessed firsthand and alsocontributed to in a lot of ways the explosion of inbo marketing in the BTBWorld Ofer the last decade. Brian Signoralli is the senior director ofpartner acquisition at hub spot. Where is teams work with marketing sales, SRM,consulting and other professional service companies to help hem growtheir own businesses and their clients? Businesses faster? He regularly writes,develops and presents inboum sales content for hub spots, solutionpartners and their customers he's been with tob spot since two thousand andtwelve, and has seen the company grow from fivesand customers through itsthousand and fourteen IPO to over eighty thousand today. Prior to thatBrian worked as an analyst for a management consulting firm as well as asmall startup in the Boston area. He resides in Boston Massachusetts withhis wife, Lea and their dog dixie Brian. It's been a while since you and I havetalked- and I've been looking forward to this conversation ever since youmade my day a few weeks ago by a green to come on the show. So welcome Ay youthank you, Joe Yeah. It's crazy that we first talked. I mean you know whatabout eight years ago now, and it's great to you know, been to stay intouch with you over the years and see your business do well, and you know itwas great to get an invite fom you to jump on the podcast, so I'm happy tohappen to be Onlyo today. So I guess before we get into this topic of Inboun,can you kind of briefly tell heur...

...listeners just a little bit more aboutyou and your journey to this point and also for anybody listening who doesn'treally know much about hub spot, which is probably a small percentage ofpeople at this point, given th the brands name at this point, but give usa little bit about you and an overview of what hub spot is and what thesoftware does yeah. Absolutely I'm happy too. So I think you know this, but so you knowI before I came the hub spot. I was actually a hob sack customer and I wasworking with a a buddy of mine and his dad and a few other people or trying toget this little startup called gifts on time going and I was hired to basicallybe like kind of the head of sales marketing other stuff, and you know howit goes with a small business kind of did everything and when I startedworking with them, the product was like just so much to come to market and likeokay, great, like we need to start like generating awareness and generate,leads and website traffic and get signups and get some like revenue herelike because we've invested a lot. We want to get this business going and Isaid Yeah Marketing Leedgen, like seems easy enough, like sure I'll do thatit's really hard, obviously, for anyone who you know has worked in themarketing profession or in sales. It's like really really hard, and so wespent I mean, I'm not kidding. We literally spent hundreds of thousandsof dollars on website design. We hired an SEO specialist, we hired a paper,click specialist we did trade shows. We did advertisements in local newspapers,we did advertisements and national rags and all all that type of stuff we tried,we tried to Litera felt like we tried, literally every known outboundmarketing to I didn't know, it's called out Boun them, but I just was like thisis what marketing is and we tried every one of the taptics we thought marketingwas, and we just got crickets like it was two thousand to this is liketwothousand, no, two thousand and ten. Actually this is two thousand and ten,so you know good intro and we're just like this is crazy. If how are we, howare we putting so much money and effort into all these marketing efforts and, like literally gettingnothing for it? And so we were. We were frankly, we were down to our last tenor fifteen hosend dollars, a budget that we had for marketing and we had achoice between hiring another marketing agency versus using hub spot on our ownand at the time we had decided to use hub spot. That'snot to say that using an agency would have been a bad idea, but like theywere, they were basically only managing o four social media profile. They weredoing the trade show stuff helping US design boots like it was stuff that wewere basically already doing, and it wasn't. It wasn't fundamentallydifferent ND. So anyway, we started using hup spot on our own. We, I think,within the first week of getting it up and running, writing our first blogpost. Our first called Tho action, our first landing page. We generatedsomething like forty leads right away, and I was like oh my gosh like this isamazing. This works so well in ultimate like ultimately, six months in like wedidn't stick to it, because it's hard...

...it's hard to write, to write a lot ofblog posts that are actually good and worth reading. It is really hard todevelop premium content like ebooks white papers. You know diagnostic toolslike things that people are willing to give a little bit of constantinformation for and so I'd. Certainly you know anyone who's considering orwho hasn't. You know adopted the constoflein about marketing. I wouldhighly encourage you to consider working with an agency unless youreally feel like you've got a lot of time, a full, a full staff that is likekind of master. This knows what they're doing like is ready to go and you'prefer to keep everybody in house anyway fast forward to today. I've beenhope SOFTFOR for eight years I've been on the sales team for the entire time.I've worked with basically our marketing agency partners, our salespartners ar integration partners. I've held various roles as an individualcontributor, different management rules and and yeah. It's been really cool tosee how spots kind of growth and journey you know over the over thosepast. You know almost past decade now so happen, eleborate further, butthat's probably more than you were betting on there. Now, that's great soI mean you've seen some serious changes to the marketing landscape. You notonly inside your company at hub spot, but in general, across the markinglandscape in the last eight or nine years or so, and you know, as Isuggested earlier, inabout marketing wasn't really even common language formost businesses back in the early thosany tens like what do you thinkdrove this explosion of in terms of the acceptance of inboud marketing and it'sthe spread of its popularity yeah. So you know you win the clock I mean my take on this is that it just takestime for people to change and to kind of like get with ha program, and so, ifyou think about don't Worre inm not going to take you through a playby playthe last twenty years. But if you think about the last twenty years, you knowthe Internet only kind of became widely available like in the late s earlysands, and you know people were highly suspicious of it. I mean I remember,like you know I frankly, I was probably a teenager o. You know a kid. We wasreally a teanager at that point. I remember wanting to buy something offof Ebay and my mom was like be really careful with the Internet, like you,don't know who's out there, and- and it takes a long time for businesses tolike realize that. Okay, like what the Internet represents- it's not like it'snot just like. I need a website to like prove to people. I exist in the world,it's Oh my gosh. This is actually a way that it mean is really. It was reallyGoogle that fundamentally transformed the way that we find information. Imean, like the just think of the simple concept of like whenever you have anyquestions I was like. Oh, I don't know about Bobablah like just google it justgoogle, it Google it well what that means for businesses is, if you are notcoming up in the search results on the first page, when someone is askingquestions that is relevant to your subject matter, expetise to your domain,to your product to your services, if you're not showing up, then you don'texist. So I think from two thousand two...

...thousand and ten, a lot of people werelike yeah like we need a website like we need some digital presence like Idon't really know exactly what we're doing. We need something, and then Isaw this kind of second wave of like Oh, we need content, but do you remember,like probably two thousand- and I don't know, five twousand and ten? There wasa lot more content online, but a lot of it was like paid. So you hade to paylike five hundred dollars or a thousand dollars O threeosand dollars for likefor content, and then you know it wasn't hub spot necessarily. I thinkthat, like Hum Swat was part of that, but I think people started realizing,like. Oh, my Gosh, like we can actually start generating a bunch of likewebsite traffic and leads if we give our content away for free, especiallyif it's ofsomething of value to people, and so you know, the kind of evolution is likef you thinkg about like sales and marketing in the context of theInternet over the past twenty years. You know before Google all the controlwas frankly in the hands of sellers like if you're a buyer, you needed tocall a company to actually get access to information, and the seller kind ofcould hide behind. This cloak of you know, theyr this kind of iron curtainof like well. You know you need me to like understand what it is that youknow we do and what your options are it such a google flip that equation, likeall the power is now mean just the Internet, Google, whatever O Hav, youwant to refer to it all the power shifted away from the cellar and intothe hands of the buyer, and so now you know. I think businesses haverealized that, like because buyers can do all this research on their own, theycan basically get answers to almost any question they want on their own withoutever talking to a sales rep. I think that's kind of what is what, as driventhis change and driven this adoption of inbal marketing of like look like if Iwant to exist. If I want anybody's attention, if I want anybody's interest,we need to actually be adding value in some some way that lines up with theway people frankly consume information. These days, which is really throughGoogle searches. That's that's really! All it is yeah. I think you nailed itand ecause that's right on the money you know in the shift in power fromseller to buyer has just been so transformational, I mean theres. I theexpectation is now that you're going to be able to obtain thisinformation and and if you'R, if you're, not the one publishing it yourcompetitor is and who's going to. You know who's going to have the visibilitywho's going to be the first to gain trust and attention well, whoever'sputting the insides out there right, absolutely absolutely yeah, I mean likeyou just you have to you have to yewill get to this, but, like you know,you have to be adding value in some way that you know your competitor isn't orthat you know is going to help your buyers kind of get to the point of being ready to makea purchase or even consider a purchase for that matter, and there theyretheyre. I mean why I mean think just...

...think about the world we're living init's the age of convenience, like everything is available on demand. Whywould I ever pick up the phone to call a business to learn about them when Ican accomplish all of that on my own terms, in my own time, at any hour theday that I want and so I'd much rather talk to the twenty four seven sales rapsode to speak, which should be your website as long as it actually has likemeaning, Fuol blall content resources, pricing, information and if it's notthere, like I'm, going to find it on Cora, I'm going to find it on otherreview Siit's like I'm, going to find it somehow, but I' much rather do thaton my own time and on my own terms, then talk to one of your sales raptrankly and that's coming from someone who is or has been as sales rap yep makes total sense, and I think that theyou know the pushback that I've heard from time to time is well. You can'trepet, you can't replace a salesperson, a real human conversation with awebsite or with written content, but I think people are missing the point whenthey make that argument. You know if your buyer is already out there lookingfor information on the own and their own, and the expectation is they'regoing to be able to obtain it. You need to be the one providing it and thatcontents not there to replace the human being in a lot of cases, especially incomplex. You know, B to be buying processes right there's, but it's goingto be the first step. It's the first step in the sale is the firstinteraction somebody has with you is going to be your content and whateveryou're able to put out there online and not until you've, earned enough oftheir their attention and trust that you know. Maybe you understand theirissue. You've seen it before you've got Y, you could help them solve it D, it'snot until they have that sense of confidence. If they're going to pick upthe phone and call you right absolutely absolutely like there they're going toconsume, I cant remember the most recent staff from like the ContentMarketing Institute. But it's something like you know the average buyeris goingto consume. You know seven to fifteen different pieces of content before theyever even engage with your sales rap. So if you ware making a really strongfirst impression and giving your perspective would be buyers access toinformation that they are looking for before, they are even ready to talk toone of your sales rups. Then you will never even Yourselvs locall. Never evenhave the apats they'll never even have the chance to have that conversationand that's the whole place like look trying to replace Seles drops it's just.If you want to give your sales rups as many at baths as possible, you will doinbound content marketing like that is how people are generating leads thesedays, Yep right on we're going to take a thirty second breather here for aword from our sponsor cadinus part solutions. Let's talk real quick aboutgetting specified. Are you a component manufacturer? Maybe you sellarchitectural products to parks or large facilities, engineers andarchitects need models of your products to test fit in their designs. That'swhere cadinus comes in to help you create a dynamic, sharable, cadcatalogue you put on your website.

Designers. Can Preview the product fromany angle and download it in the format they prefer? They get the data theyneed for their design and you get a fresh lead to add to your marketingpipeline to get one of your products turned into an online thred model forfree use, the code executive at part, SOLUTIONSCOM executive. Let's talk more about content for aminute while we're sort of on that topic, so I've been consulting manufacturersspecifically now for about a decade and they maynefactors love talking abouttheir products. They love talking about themselves and what they do and howgreat their customer services- and I always say that- There's absolutely aplace for that. But it's not nobody wants that information untilthey are in the process of actually vetting you and they need to first believe that youunderstand their issues and goals, and it's really those things that I believeyour content needs to address, and so can you can you talk a little bit fromyour perspective, Brian about what? What role you think content should play,and especially during those early stages of an often long and complexfires journey? Absolutely so are you familiar with? I mean, like I read thisbook probably a year or two ago that just like, I have not been as excitedabout a book since I learned like what Inbot Marketing was, and I read likeBrian Hallegan and Darmashas in baut marketing. Are you familiar with storybrand by a chance, Don Miller yea? So this one just like popped fom me, I'mlike Oh, my gosh, like he's, got it right, okay, so e!! here's the thing.The premise of that book is basically look like you need to clarify. You needto clarify your message to your buyers and where, where most businesses get itwrong with content, marketing or just really marketing, I general is thatthey view themselves as the hero in the Heroes Journey, and you need to flipthat equation. So, like briefly walking through it, I've got the inpographicpulled up just who I remen seven stages of the seven ish stages of the herosjourney. There is a character, the hero who has a problem who meets a gide andthat guy gives them a plan part for then the guid calls them to action stepfive and that step six results in either realizing their hopes, theirdreams, their goals or ends in tragedy that they're trying to avoid right, andwhat really just popped to me was that, where most businesses get it wrong isthat they view themselves, and it's reflected frankly like when you saidyou know these companies at want to talk about their products, how greatthey are and their services and how awesome they are. That is a reflectionof you thinking that you are the hero in the buyers journey. You are not thehero in the buyers journey. Your customer is the hero in the buyersjourney and your content needs to take them through that journey. You aresimply the God. So, like your customers,...

...your customers are look skywalker. Youare Yoda as the business doing all your marketing. I think that that is the that's like the main thing hat thatbusinessis missed. It's like look. You need to. You need to basically paintthis picture to help your customers understand that, like you understandthem, that you are giving them a very lik, you understand what Theyr, whattheir fears are. You understand what their challenges are. You have a plan. You are calling them toaction to execute on that plan and if they execute on that plan, they willrealize rtheir hopes their dreams, their busiess, I mea their businessgols, whatever, whatever those success outcomes they're looking for. That isthe role that your business should be playing in. That kind of you know in that Hero's journey and- and itmight sound crazy, but I'm telling you take a page out of the Hollywoodplaybook for how movies are written, apply that her on marketing. I am likea hundred and tlike all my chips are in on that concept of like how businessesshould be thinking about marketing these days. Yeah, I love. I love storybrand. I stumbled across it through a few different sources, probably sixmonths ago as well and read it immediately loved it. I think it's aperfect analogy really and jus said such a logical thing to to think about.You know it's about your customer right like there's such a Clichet in business,but then people don't practice it. So I love having an analogy that you know isabout making the customer the hero you're there to guide them. You helpheerd you're here to help them understand their problem, figure outdifferent ways to get to the solution and that's the role of your content solike to make it a little more tangible talk to me a little bit about aboutcontent. What could content be for a business to business company like whatrole or what form could that take? You know like I love Marcus, Sheridands,stuff, Ri lready talks about like problem based content and comparisoncontent, review base contact, hat woat. You see that works. It's super simple,yeah. I've been saying this for eight years yeah at least you know twohousand an two well two and twelve start hub spot, and obviously I had theproblem of saying like hey like you know, I'm no sure what doesn't have aplog and people loike, basically laughing me out of the room being likewith the hells, an plog o by whatever use one. It's like well I's laughingnow, however, for people who, like actually at our Tan, the like okay,look like all right, I'll blog like I'll, just like I'l I'll I'll take abed on you like, I will blog. I have a problem. What do I blog about what Irite ik? What a what contents do I write about, and I said this is goingNA sound, overly symplustic, but I'm telling you this is EI. This is whatworks. You should write content that answersthe questions that your prospects are asking so, like think about the easiestway to generate like your next hundred blog articles, is to sit down with yoursales team, with your support team, your customer service team and just say,Hey, look like tell me the top two or three most common questions that you'regetting from our prospects from our...

...customers, whoever it is, and Iguarantee you that, like all you do, is you take you take okay here, like youtake what their questions are. You then flip. You flip the question into astatement. So, for example, like you know, someone for a hub spot might besaying, like you know, I'm really struggling to like Generatye more leade.How do I genear? How do I generate more leads, the blog article itself or likean Ebook or a white PA or whatever, like whatever kind of Premiem pieuse ofconcent, would be something like five proven strategies to generate moreleads to your website. It's literally just takin the question flipping itaround making it a statement, and then the best part is if you know whatyou're talking about, and you should because whatever questions are askingyou, your company should be, you know a subject matter expert in and if youdon't have people her good writers again hired Joe and his team, you justliterally answer the questions that people are asking. It's a very simpleequation. You Dow nee to overthink this, of course, there's a bunch of finerpoints of you, know, content architecture and making sure that yourwebsite is optimized. You Don' You get found and you're promoting the confen.There's a lot more that goes to it. You can't just ride a bloddriver cor, belike okay. I'm done I can walk away, but in terms of getting the the meat ofit. It's literally just answering the questions that people are asking,because your hope is when they are googling. Some question that they have.You want to show up first, second, third, just not any later than tenthbut like hopefully in the top ten is when you're going to show up, and ifyour answers are showing up when they're asking Google questions anguess, who's going to get the attention, your business, not your competitor, Yep,absolutely nailed it. And you know if you'r your, let's just say: Youremanufacture, you're, a automation, service provider, or something likethat. You know, and you hear from your customers and struggling with downtimeon the plant floor or you know, cost of labor or whatever it is now you address that that way. You knowhere are ways you can reduce downtime. There's your blog post right, five,five proven ways reduced downtime or something like that. Like there's,there's a million ways to do it, but let your let those common questionsthat your sales teams hearing over and over again and those things that you'rethose problems. You're trying to solve for your customers form the foundationof your content. And now, when you start at people will find you they'll,there will be context for a conversation with them when it gets tothat point, so think it's a perfect framework yeah. Sosimple, right Yep, it is very simple riht, so you publish your book in Bonselling in two thousand and eighteen, where you sort of extend theseprinciples of Inboud marketing into the sales side of an organization. Can youtalk a little bit about you know? What's the topic of the book, what isinbout selling me and as opposed to anabout marketing yeah I mean anbonselling is really just sort of like okay. Well, if inbout marketing is anyform of marketing design to develop someone's trust and kind of like atleast get them to feel comfortable, exchanging a little bit of informationlike even though their first name last...

...name, email, imbound selling isliterally the next step in that process. So, if you're changing the way, you'redoing marketing and you're starting to generate these kind of imbound leads toyour website where I've seen most businesses really fail is that theymight be very successful, generating a lot more website traffic generating alot more imbound leads. But then the sales team is like these leads aregarbage like I can't sell to these people and the reality is sure, aresome of the leads garbage yeah they probably are, but I think the problemis that most sales people- and this is not true everywhere, of course, butlike certainly over the past ten years, se Thos people have had to adopt theway they actually think about engaging leads. It's not like the cold call thepitch I'. Like Hey. You know, I cut you out of the blue, but, like you havefive minutes, O talk, that's not what it's about like! That's, not how youapproach an imboulead. So the idea of the book in bound sellingis really just a reflection. I mean it's literally the hub spot salesplaybook. It's everything that I've learned at hub spot over the past. Youknow. Well, I publishd it two years ago, so you know the first five years at hubspot. Everything that is in that book is still true for how hub spot sellstoday and it really kind of guides businesses through rethinking the waythat their sales team needs to engage buyers in the age of convenience in theage of content, marketing to make you to make sure you're getting the mostout of those investments- and you know, goes on to and talks a little bit aboutkind of crossfunctional alignment about managing sales teams, developing people-I had a really kind of Funky, but I thought interesting chapter from asales futurist named Derek Wazinsky, the last Chapteris kind of talkingabout this distopian future of sales and where we could theoretically beheading in the next. You know twenty or thirty years, yeah that that's reallyit it's just sort of like all right. Look Marketing's done its job. It'sdone a nice! I mean not everyone, but you know Mo. It feels like a lot ofpeople. tcertly today have kind of, like those people got with the program.They're, like okay, good, like God, it website should be more than just like abrochure. It should be a leage generator. It should be an educator formy popential prospects. Inbound selling is literally just that extensious, thenext step of like okay, great, like you're doing all this work. You made ahuge investment to like actually get more website traffic and leads don'tscrew it up, make sure your sales team actually understands how to work. Theseleads because it's frankly it's a it's a bit different than what they are usedto specially. If they, you know, have been around the block a few times andI've sold from say, like I don't know the year, Hund, nine hundred and ninetythrough the year two thousand and ten like the way sales work, then there area lot of things that are still true today, certainly, but there are a lotof things that aren't true, that you have to do differently today and that'skind of what inboundselling gets at the heart of wits such an important topic-and I see this really time and time again. I see thisdisconnect between marketing and sales in the manufacturing companies at weconsult where what you said is exactly...

...true that they're used to maybe leadslike eer request, O quote leador like an Rfq form submission, is so differentthan somebody who is say downloading a white paper or subscribing to yournewsletter. But you know s more. Traditional Salesperson is inclined tokind of just treat it the same way. Oh t I have a new lead, I'm going to callthem and try to sell them, something not going to work right and so yeah. Ithink it's a great topic. I think it's a book. Everybody should check out,because I see this literally ninety percent of the timelike there's an adjustment to be made to selling this way. When you start toreally, you know see that inbound funnil start working for you right. Sowell you what Brian last question I'll ask you here, you know: Lots changed inthe last ten years or Soas. We've talked about like where do you? Wheredo you see things headed next with BTB marketing in sales yeah? So threethings I'll touch on for that, and I've thought a lot about this, for I guess the past decade and try topay attention to like you know one business ere doing where things aregoing. I think one thing that you're going to see more and more of and thinyou're already starting to see more of is now that everyone's doing contentmarketing. How do you stand out and I think that one of the things thatyou'll see more and more businesses doing over the next? You know two threefive years is creating primary research, doing original research studies ontheir own and creating insights and creating original information that noone can find anywhere else. That is one of like the main Hes, I think, tostanding out today and frenkly as a sales rop like one one of thethings. Ialways tell my sales stam is like look if you cannot provide information toyour prospect that they that they can find on their own or that they be ableto find out ther on otherwise, then you buy definition have no value. So ifyou're writing blod content, that, like is kind of well known, about topicsthat have kind of been established and there's like kind of information,insight that, like frankly, you can get on fifteen other, you know fifteenother websites, you're not going to stand out. So I think one of one thingyou'll see and it's hard, but I think there would be more kind of originalresearch done and I think the companies that do that will really stand out. Thesecond thing- and this is you- might remember- Tha Guy by the name ofPikapuda- he's a Co databox. He was the founder of the Abency partner programat hub spot. He clued me into another marketing strategy that they've hadphenomenal success with, and he said you know, I think he said I think theplace that a lot of marketers are getting it wrong today is that theythink they should be marketing to their audience and he's, like, I think,that's wrong. They should actually be marketing with their audience and sowhat he does is he basically you know like. We said we have a bunch of thesekind of like questions that prospects are asking, but instead of answeringthese questions himself at databox, he actually sends these questions out toall of his like newsletter subscribers. His customers and says: Hey, like I'm,writing a blog article, I'm looking for experts like you to contribute some ofthoughts to this. You know. Would you...

...would you be interested in writing? Alittle snip pit will feat you yo on our blog, so on n so forth. The really coolpart about that is, you know, you're, making your prospects and yourcustomers kind of, I wouldn't say famous, but, like you ow, giving them alittle bit of street cred with their peers, you're, also offering to drivean imbound link back to their website, and often they will do the same for you,which kind of helps you drive, warman marketing. I think it's in a reallyearly stage, but I think petas on to something and- and I can't say thatI've seen a ton of business as adopt this, yet I mean I know you see a lotof these like roundups and, like you know, insights from the top teninfluencers and Blah Blah Blah. I think businesses are getting Col. marketersare getting closer to the right, Stratageim ithink you're,going to see more and more that over time is, you know, stop marketing toyour audience market. With your audience. I think that's like aninteresting paradigm shift, and then the third thing that I would point tois, I think so. Many businesses are missingthe mark with leveraging their customer base as a source of frankly newbusiness like if you think about how hard it is to win new accounts versusgrow existing accounts. Or you know it's not to say that you know you. Youwant to rely purely on Tet Nud, Legento togrow, your business, but your yourcustomers have already made the investment they've already taken. Thebed on you they've already had. Hopefully an amazing experience withyou, and so I just think that there's you know, and I see it a little bit andbtc I mean you, know companies like you, know, Uberzoom SLA, I mean like there'sall these business, even e btcopps, I mean t, you know it's always likehere's Yau referral coat refer a friend get ten fifteen olas off whatever I'm,not suggesting that industrial manufacturer should be offering fifteenor redemption codes to like make referrals. But I and I don't know,what's right, I'm not an expert in that space, but I would challenge you all tothink you know. What more can we be doing to drive awareness for businessby turning our customers into promoters of our business in a waythat balances the value equation? Where likewhat do they get in exchange for what they're giving? I don't know exactlywhat that looks, like probably take some creative people to figure that outto think through it, but like don't underestimate the value of yourcustomer base, because they are the ones that have ordimate that bet on you,like figure out how to turn them into promoters of Your Business and thenthat will continue powering the kind of Flywell that we talk about Hob, spotgreat answers, yeah really thoughtful response, and you know perier numberstwo and three there like what I really like is they're both about there's yourdelivering value and getting something in return like just through throughpartnerships and relationships right where you you're, creating content withyour with your potential customer you're, putting the spotlight on them.It's not that different from a podcast where you might be interviewing. Youknow potential future customers so that you can hear from them build arelationship with them lear. You know,...

...then their peers can learn from thatand and it sort of spreads and your you know your last example. You knowleveraging those relationship with clients creating value for them in someway, and they are happy to return that to you. So I think you're ontosomething. I think I think it's right on the money. We shall see we'll see well awesome. Brian Great Conversationreally appreciate you, you coming on they're, just a lot of a lot of reallygreat insights from somebody who's been there to see the the rise and explosionof inbound along the way. I'm sure it's been an interesting perspective beinginside of hub spot whos really was kind of kind of been at the forefront of allall this. Can you tell listeners where they can connect with you online, wherethey can find your book in inbound selling and also where they can learnmore about hub spot yeah, absolutely AIC. I witha connect with anybody onLinkedin. There are as hard s as maybe believe there are more. There aremultiple Brians signarellis online. No Kid so yeah just make sure that if youconnect with me, I'm pretty sure I'm the only one in the Boston area, so Iam in Boston, Massachusetts, yeah, so Linkdin Brian Signarelli happy toconnect with with anybody yeah. The book inbound selling is available onAmazon, a bunch of other places, Amazons, probably the easiest. If youwant to check it out, it's also an audio book. If you prefer audio booksand yeah hub spot hub, spotcom or you know, reach out to me through Lincdon,I'm happy to get Y onnected with anybody who you know could answerquestions you might have or help you in some way. We also have a bunch of preeproducts. If you want to try before you want to talk to anybody, we try to walkthe walk on that. So Yeah Beautiful Yeah help spot definitelypractices what they preach. So there's a lot of great resources. You can findthere just just for learning purposes, even before you'd be ready for thesoftware potentially so well before we wrap it up. I want to say a big thankyou to our sponsor cadinus part solutions for helping make. This showpossible all right, well, Brian thanks Taton for joining again greatconversation and for the rest of you. I hope to catch you on the next episodeof the manufacturing executive thanks to you've, been listening to themanufacturing executive podcast to ensure that you never missed an episodesubscribe to the show in your favorite podcast player. If you'd like to learnmore about industrial marketing and sale strategy, you'll find an everexpanding collection of articles, videos guides and tools, specificallyfor B, to B manufacturers at grilla. Seventy sixcom warn thank you so muchfor listening until next time.

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