Growth Marketing Camp
Growth Marketing Camp

Episode 3 · 1 year ago

How Predictable Revenue’s Team Beat All Predictions With Their First Ever Virtual Conference

ABOUT THIS EPISODE

Julia Heesen, Head of Marketing at Predictable Revenue, made the leap from regular webinars to a massive virtual event. She breaks down how she prepared, who got involved, and how they recreated the networking feel of physical events, online. 

Welcome to growth marketing camp, where we sit down with our favorite marketers to de mystify growth and give you the insights to help turn your next campaign into a major success. Let's get into it. Okay, everybody, welcome to another episode of Growth Marketing Camp. I am joined here by Julia Heeson, who's the head of marketing for a company you've probably all heard of. Predictable revenue, the name the brand being made famous few years back, and it is as sales outsourcing firm. will learn a little bit more from Julia about what she does there and what the company does with Julie, welcome to the show. We appreciate you making time. Yeah, thanks for having me. Great to be here. Give us a little bit of your background, Julia. You've got a pass in marketing. You're passionate about marketing, but how'd you get into your current role? Yeah, sure, so. I'm originally from Germany. I moved to Mexico and when I tried to search for a job and you all wanted to, yeah, do something in the marketing area. So I came across break go to revenue and I started in social media marketing and, yeah, just steadily with it. As the company grew, my responsibilities grew and now I'm heading the marketing team here. That's awesome. Yeah, you've been there about two and a half years, I look like and what's a great trajectory for you. Congratulations on the moves within the company. Yeah, tell me a little bit about predictable revenue, what the company does in for WHO's your target audience that you work with? Sure. Yeah, so most people know the book pretty or revenue, like the best selling book by Aaron Ross, and M Ros is actually our cofounder. So He and Collin Stewart founded for groping of the company and we have the company. We help other companies multiply their revenue by either helping them with their existing sales teams, so by coaching, consulting assessments, or they can actually rent our str so we have str pots and then we do the sales side for them. So that Nice. What we're all about. This is good. I think this would be a particularly interesting episode for everyone listening because it's a competitive...

...industry. As someone who formerly founded cofounded two different agencies, I've been in that world and it's tough to differentiate. It's tough to prove thee enough for somebody to trust you with even consulting, even just teaching their own reps internally how to do a book, especially outsourcing. So be really interested to hear how you're targeting those folks and educating them. Let's get straight into this campaign that you've been thinking about that I'm excited to talk about. Tell us what was the goal of the campaign? How do you describe it internally? What do you name it, I guess. First of all. Yeah, so the campaign is our virtual conference called own your growth. Own your growth is actually one of our company values. So we thought it makes total sense to own your growth by coming to our conference and just like educating yourself. So, yeah, virtual conference. Everything it's gotten remote with covid and such. Yeah, we thought what was the goal of this campaign in particular? So getting people to the conference? Who are you trying to get there? And I guess, what was the hope that they would walk away with or that they would do afterward? Yeah, so the main goal was brand awareness and to create connections with our audience and with other companies. So really building connections through a remote conference, because we weren't able to build those connections going to your conference and we were targeting sales and marketing leaders and particular practitioners. So that's where ICP our sales and marketing leaders, and then the practitioners are the ones currently working in the role. Then a couple of years I might remember US and get back to us. Makes Total Sense. And so is that the strategy when you work with practitioners? From your content perspective, are you trying to get in the minds of practitioners for years down the road when they're in that leadership roll, or are you hoping they'll sell this up the food chain? Hey, we could really use some of the things particable revenues talking about. Just curious how you guys are thinking about that. Both, totally both. Yeah, awesome. Okay, so you were trying to get folks to this conference. You had a good sense of who you wanted to get their. Talk to us about the channels that you're using to promote the campaign, because I saw a good deal of us. I remember when it first was coming out that you guys did a lot on social at the very least. So I'd love to hear what else you has are using and and break...

...it down. Yeah, big piece. What was email marketing? So we have a news that are with a pretty descend list size. So we promoted at it through the news letter on a weekly basis and then we had an email push, so a dedicated email to or audience talking about the conference. Of course, social media was a big piece for us. So linkedin mainly, and then's a little bit on twitter and Facebook, and then we had affiliate programs going on. So we had some sponsors, not paid sponsorships, but just an agreement will other lists. We're shows some contact. We can at your logo and that actually brought in a big bunch of registance to our conference. That's fantastic. Did you have any you don't have the name the partner, but any types of partners that particularly were maybe the most beneficial for you guys in terms of gathering the right audience to the event? Yeah, just like to name a couple. We have like Sales Acer outreached on our side and then, yeah, some others. I I won't name them all, but yeah, kind of partners we knew that they had the same audience as we do. Yeah, one of the things I've always admired about sales hacker. They've done such a great job creating like just the most clean, actionable content. I only wrote for them once and I remember how very specific their guidelines are are. So I know, I'm sure that the audience for you guys was perfect fit or really nice partnership. There was sales hacker outreach obviously owned sales hacker and a phenomenal company to partner with in any regard for anything sales related, so that totally makes sense. Talk to me a little bit about the email marketing component. Let's break down the email marketing. How many list were you marketing to? Do you have one massive database of just everyone who's ever subscribed, or do you have subsets of that like retargeting leadership, with different messaging than maybe the practitioners themselves for the specific campaign? We didn't. So it's really one big list that we were targeting and then we have some lists that are depending on their engagement. So if they're very engage we know they've been to a couple of our events, so we target them differently than people that maybe they're part of our list but they're not very engaging. But Yeah, very nice and I'm just curious what platform to use for...

...managing your email marketing auto pallid at this point. Cool, very nice. All right. Now what, in your mind, made this campaign stand out from all the other campaigns you've obviously has head of marketing and coming from social marketing at the same company, this is one of mini campaigns you've run. What was eye opening about this campaign or what made you want to call this one? Now, but with the biggest campaign we've done. It was a two day then it was huge for us. It was like this big thing. Okay, our own virtual conference. We had twenty five speakers, roughly for thousand registrants. Believe over ten sponsor. So was just like very big for us and everybody like within the company. We had a couple of people participating as speakers, we had people helping promote it. So or was just like the whole company was very excited about this, which made it great. How did you sell that internally? I'm curious because that's part of it, is get everybody in inside the company to be excited, to share it online, to talk to their customers and others about it. Yeah, I definitely helped that. We had a lot of people involved in the the process. So we had Sarah was most people know Sarah Hicks. She's one of our pockets hosts. She hosted and moderated the show together with Colin. Then we had another person who was had her own session and then a lot of people were actually we reach out the hey, could you help with life chat, or we had our sales reps be part of I don't know what. The slack community taking careful questions. So we had a lot of people involved internally and also we had an incentive for people that weren't involved to help promote it. So why? I don't know what. I think we had a giveaway something that they could win. So basically, help share the word and then maybe you can win something. Okay, there are a lot of gems in that. So I love the giveaway idea. I want you to talk about the slack community, though, because I've been a part of some of your events in the past and I've enjoyed as a as both a participant watching some of the events but also as someone who's speaking, being able to go and chat with the audience afterward. Talk to me a little bit about how the slack community played into this event in particular. Yeah, we launched the slack community with the own your growth foot rows of summit. We still haven't,...

...but that was like the the big moment us. Yeah, we created a couple of different channels, sales, marketing, job on, to just like different kind of topics and also ask the speaker. So what we did we asked our speakers to hang out like twenty minutes after the session on slack and answer any questions that we didn't get to on the show. So first who wanted to answer all the questions, being life, but this is impossible if there are too many questions. So that was great. That incentivised our audience to actually participate in slack and reach out and they got all their questions answered and also to meet each other. Yeah, great to get your questions answered, but also to network with other people. Yeah, now, that's cool. I noticed someone your linkedin post about the event that one of your recommendations for anybody running a digital event is to try and recreate that feeling of Hey, I can go meet people like you would at a physical event. Is that really the core computer was using that slack community for everybody? Yeah, we're trying to replicate the most important piece for most people going to conference is actually to meet people, to yeah, get in touch. It's tough online and honestly so it was our try to do with slack and I think it worked to some point. I course it's not the same, but yeah, that's great. If you could do it all over again, let's say tomorrow calling comes you and says hey, let's do another one of these, and I imagine you're planning more of these. This is not the only attempt, because it sounded like a great event and from my participation, I think it was a phenomenal event. Well done. What would you change about it if you could do it all over again? Yeah, we actually did it all over again on a smaller scale. So we're focused on a specific topic in September, so a second one, and the biggest thing we change. What we notice is the first time everything was new. I was like, okay, where are we going to build this conference of landing page, the emails? There's like a lot of things that go into it and we had no idea because nobody of us have ever done it. And then we found this great platform. It's called hey summit, which is awesome. It's just like you're I can drop you, build all your information in there. It sends email everything's automated perfect, but the big pieces you lose the traffic. So...

...for the second one we actually said, okay, we have a capacity, we have the skills, this time we have the time. So we built everything like the event side itself on our own website and in our traffic for that month increase fifty six percent. So that's great. I'm sure that there was an increase in inbound lead flow that month as well in the followers. Yeah, exactly. Yeah, so I think that's something will definitely continue doing for the next one's I. So you're owning your growth in your owning your traffic. I think that's a good move. As the next that makes total sen exactly. Yeah. Now, obviously the result of that first campaign of on your growth now inspired you to do second smaller version. In what other ways is that impacted future campaigns? What have you learned from that? Maybe that you're carrying forward even smaller non events, or what did you find? That was a good learning from that event? Definitely that the value. First approach for us was the right one. So it's like when you plan such a big event, what is your goal? Do you want to mainly focus on sales, on revenue. For us it was like, okay, content first value for us. We want people to come and really walk away with actionable insights. So have great speakers, great topics, and that work for us. That worked out just fine. So that's definitely something will continue doing for everything we're going to plan this year and moving forward. So the content first and then in the end it'll pay out. So we actually got a couple of deals, which is great, along the way. So yeah, no, that's great. Did you learn anything surprising? was there anything that you didn't see coming that this event or the campaign surrounding the event taught you and you think, surprising how much work it is. Sure, yeah, yeah, you mentioned that, but I talked about it on my linkedin just a little. We've organized a ton of webbing nars and it seems something so similar, like organizing it's basically a couple of webbing nars and one day, but it's actually not. That's something you definitely need to calculate a lot more time. Something I hadn't planned with but we've learned throughout the ABENDER is to...

...plan the post event strategy. Pre event. It's like the whole follow up is crucial to have it timely. Yeah, I think that would be something makes total sense. Going from a few webinars in your mind to an actual big, fullblown event is quite a difference. I've never personally run an event, I've been participant in an event. I can see how much the inner workings just multiply. It's definitely not just like running a couple of webinars. A mixed total sense. So I'm glad you brought that up. I'm sure there's a lot of folks were going to be listening this episode who will be considering virtual events. It sounds like yours was a hit, but that there is definitely a mindset shift from maybe an individual event to a larger scale event. Definitely so shifting gears here. Getting outside of the scope of that campaign and thanks for telling that story. It was great. What's one thing in your mind you thinking about growth marketers, those of us who are trying to grow in any capacity as a marketer or maybe as a company leader, what's one thing that we should stop doing that we're doing now or start doing the maybe we're not doing yet? Yeah, so what I see a lot of marketers are not doing yet is repurposing content or maybe you do a little bit like a post or something on Linkedin. Yeah, this taking one main piece of content like kind of the Gary be content powerment, I think that's what he calls it. Yeah, I think that's huge and that's something we started doing last year and it's been huge for us. Talk to me a little bit about that strategy, help us maybe with some of the practicals. Are An example that you've got? Sure. So the only growth virtual conference we had twelve hours of content, like twenty different sessions. Take only one session, thirty minutes of an interview that you already have. You can turn that into a block post and then from the block post you can, I don't know, cut out forty five learnings out of the block post and you can distribute it on all of your social channels. You can add it to your email. Taking the recording again, you can cut out some snippets for social media, like two to three minute snippets of some things, a key message that your speaker told you about, add some tusuptitles to it and discuted on...

...social media. So you really have weeks and weeks of content that you can just you already have. You just have to use it and you can distribute it through all your channels, which is great. That's from a content marketing perspective. It sounds like that was a big hit. Then from the event you had so many hours of content. That's incredible. Still using it. Yeah, and and some of your favorite speakers is there's something magnetic about a big event like that versus a Webinar where you can get folks who maybe were less likely to participate in a one on one event like a Webinar. Did you get speakers that maybe you were like hopeful speakers? I said yes, because it was a bigger event or was like the same reception as a Webinar? No, I definitely think it helped. That was something big also for to get some speakers on it already. Helped that we had other speakers already confirmed. So I know we had mark Ro Birch, we had the collins. It's like a couple of names out there just in my goals. So just like a couple of people, really great speaker. And as for the people, I think it also helped get a totally new audience, just like with the type of speakers that we had, because they help promote it. We sent them for some material to to help promote the event. Yeah, and the sponsors as well. So we attract a lot of new people to to the conference that I guess we wouldn't have otherwise. Makes Total Sense. Love it. So, zooming out from the execution of this campaign and even your advice to growth marketers, let's talk about the structure of your department, because one of the things I love to learn is how does someone like yourself pull this off? How do you get this all done in such a short period of time? Like, what is the team look like currently, and then just how are the responsibilities split up in the team right now? Sure, so, our marketing team contains of we have two designers, so one graphic designer and then one video editor, which helped to make everything look pretty that. We have a demension coordinator and a content like ind on person. So content coordinator. So, yeah, the dimension person, she mainly that took over the responsibilities of Webbin ards of worth of virtual conference. was a big piece everything in that direction. The content person and social media blog,...

...our podcast. Yeah, and I support the team. I was going to ask how do you support the team? Do you head up any of those projects or are you more coming in with the ideas or what kind of work do you do with them? Both? Yeah, definitely help coming up with ideas and then also jumping in on the execution. I'm still in there with them because that's what I love. Yeah, maybe they shouldn't be as much, but yeah, and then I head up to our head of revenue and we were very closely to the sales reps. very nice. Okay, now I'm going to ask this because you mentioned the very being of the this episode. Here your German, you're living in Mexico and now everybody has been forced to, to some degree, work with folks who are not in the same physical location as themselves, so this is new for a lot of us. I fortunately, have been working remote for a long time, but would love to hear, especially across time zones and boarders, any advice, any tips for those of us with global teams or maybe those who are forced currently due to covid or other restrictions, to work remotely. Anything that you found that works particularly well, especially for market I'm curious because there's a collaboration, there's creativity that has to happen. That generally we believe. Oh, in person works so well. Anything that you found that works particularly well for you. Yes, I think the key is to have a good atmosphere within the team. So really dedicate enough times to be with the team. I know team once, even if it's over zoom, play some games online. I think if you have a good relationship with your team, everything is easier and the creativity sparks over. HMM, if you're more distant, I think there's a bigger barrier, even though there's already a barrier, just like talking via zoom or slack or whatever. So I think that's I'd say that's the key to actually, yeah, get a lot of things working. Love that. Yeah, it's just people have been fun with people, enjoying working with people. That's going to sparks some creativity. Do you use any particular tools for like when you're having a creative moment? Do you drop it in slack? Do you put it on a board somewhere, like a task board or anything? How do you guys manage that? Yeah, project Menationment, we have Senna, but then other than that we we're chatting on slack basically all days,...

...like about work but also other stuff. So it just like continuously flowing and then when something's Matinius have this great idea that the jump on zoom and it's literally just hey, you're free, but jump on zoom and we just chat. So we of course we have dedicated time to meet one and once and everything, but we had jump on s Petinia. Zoom calls pretty often. That's awesome. Okay, great, love the advice. They're just curious. Now as we're wrapping up, are there any other marketers that you think of? Oh my gosh, like, I look up to her, I look up to him. Anybody that we should invite on the show here? I love Chris Walker stuff and Dave Gerhard with this Hemke Group. Yeah, are you a member the group? I am. Yes, very nice, very recommended. Yeah, they've Gerhard, Chris Walker, two of my favorites. Will absolutely be inviting them on the show and we appreciate you joining. Julie. Thank you so much for your thoughts, for sharing your story of your successful campaign and we look forward to speaking with you getting down the road. Yeah, thanks for having me again. Thanks for listening to growth marketing camp. If you enjoyed this episode, we'd love it if you would give it a quick five star rating or share it with a friend or colleague looking to get a little more inspiration for their next campaign. If you want to learn more about the company behind the show, had to open sensecom. That's open. Seen Secom. Will catch you on the next episode.

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