Get ready for some exciting changes coming your way in February! Host and Caspian Studios CEO, Ian Faison, teases what’s to come and shares his top marketing priorities for 2023.
Get ready for some exciting changes coming your way in February! Host and Caspian Studios CEO, Ian Faison, teases what’s to come and shares his top marketing priorities for 2023.
Key Takeaways
Quote:
“We want to continue our focus, which is getting a deep dive look at how CMOs and marketing leaders think about pipeline, demand, technology, and how they spend their marketing dollars. There's going to be new branding, so stay tuned for that on February 1st.” - Ian Faison, Host and CEO at Caspian Studios
Episode Timestamps:
*(00:32) - Sneak peek at new changes coming in February
*(03:08) - Ian’s top marketing priorities for 2023
*(08:52) - Wrap and goodbye
Sponsor:
Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
Links
[00:00:32] Introduction: Hello and welcome to Demand Gen Visionaries on this special episode. Ian Faison, CEO of Caspian Studios and your host, is talking about some exciting changes in store for the show so that we can deliver even more value to our listeners in 2023. Speaking of the New Year, Ian also shares his top marketing priorities for the year and why he's emphasizing these areas in his agenda, but before we get into it, here's a brief word from our sponsor. Demand Gen Visionaries is brought to you by Qualified. Qualified is the pipeline generation platform for revenue teams that use sales. You can intelligently grow your pipeline by understanding the signals, buying intent, and having real time conversations right on your website.
[00:01:19] You can learn more@qualified.com, so please enjoy this episode. And now here is your host, Ian Faison.
Ian: Welcome to another episode of Demand Gen Visionaries. I'm Ian Faison, CEO of Caspian Studios, and today I'm joined by nobody. It's just me. It's just Ian here today, no guest. We're just gonna hang out for a few minutes and talk about some of the cool stuff that's coming up with Demand Gen visionaries, some changes with the show, and then my marketing plan for this year.
[00:01:49] Talk through some of my agenda, the way I'm thinking about marketing in 2023 with all of the changes that are going on in the. We're gonna be making a few changes to the show. They're really exciting. Nothing you know, out there is static, so it's supposed to be ever-evolving. We want to continue our focus, which is getting a deep dive look at how CMOs and marketing leaders.
[00:02:11] Think about pipeline, think about demand, think about technology, think about how they spend their marketing dollars, and share that on all of you. And that'll continue to be the focus for the show. Not too many changes, but there's gonna be maybe some new branding. You know, it's a new year, we love as marketers to do a little new brand stuff.
[00:02:29] So stay tuned for all of that. And that should be all launching on February. Terms of 2023, obviously tons of changes happening. I think every single marketer, especially in tech, especially in b2b, has been impacted by all of the sort of crazy macroeconomic trends. And then specifically within different companies, you see obviously budget cuts.
[00:02:48] You see bigger numbers that you have to hit, you see layoffs, you see all sorts of that stuff. So it's truly a difficult time to view a marketer. I just wanted to share some of the things that I'm thinking about with our marketing team. Some things. I wanna focus on in in 2023. So it's not quite predictions, but it's some stuff that where I'm putting emphasis for our team and thinking about how we go to market.
[00:03:08] Number one, fighting harder to earn conversations. This is something that I think, what if you're doing outbound, if you're creating ad copy, the things that you're doing to drive. Conversations that I think you need to fight a little bit harder to earn those. And I think that less spam, less spammy stuff and being in the right place in the right time with the right message, but really fight to earn those conversations.
[00:03:29] And the second thing is fight harder to win deals. We have to support sales. And give them a little bit more support than last year because leads are gonna be a little bit more precious. And I think that we as marketers need to understand that and to communicate effectively with your VP of sales to be able to do that.
[00:03:46] So they're gonna be fighting harder to win those deals, and we need to figure out ways to support them. One of the ways I think that we need to respond faster, and so we need to set up our marketing campaigns in a way that we can respond faster. It's a huge advantage to respond faster. We've all seen the data that if you don't respond within five minutes, you're essentially losing a massive opportunity to win that deal.
[00:04:09] So when we send people to the website, and obviously you can use grade tools that qualified to be able to respond faster, but you have to be able to respond faster. And if you're spending all this money to due campaigns this year with limited resources, you need to respond faster. Another thing, I think we're gonna focus on is this do more with less messaging.
[00:04:25] People's teams are gonna be smaller, but their numbers are gonna be bigger, so you have to be able to speak the do more with less narrative and how your product fits into that, and if your product doesn't fit into that at all. If you have a product that has like a super long implementation and all that, I think you really need to spell out the amount of work that they need to do.
[00:04:44] The amount of work that you're gonna be doing and that do more with less is something that I think is gonna be pretty commonplace this year. And you need to be able to tell that story really effectively. And that's something we're definitely working on here at Caspian. I think this year you really need to differentiate your content.
[00:04:59] Obviously the rise of like chat G P T, and not just that tool, but other tools that market are using to write with ai. A lot of that stuff is really cool and we're playing with it a ton, but I think that using that. As a prompt, as research and to fill in the gaps of things of when you hit writer's block or your team is trying to figure out new things to say.
[00:05:17] That's a really good way to develop new ideas and to think about stuff, but if the bot can spit it out for you, perhaps it's really not. Quite as valuable, and you need to think of a novel way of doing things. One of the ways that we did this at Caspian this past year is that we recently launched a show called Remarkable, where we're comparing different types of content that's out there in the world that's super popular, whether that's Hollywood or B2C marketing, or your favorite ads or things like that.
[00:05:45] And then we're comparing it to how that can help us in our B2B messaging. And so that's something that, you know, if you spit it. Chat, G P T really doesn't give you very good stuff because our team of creators, our marketing team, that has to put a lot of thought and effort into that of comparing two things that are very difficult to sort of connect.
[00:06:04] That's the type of stuff that we want to create and I think marketers need to create, is figuring out ways to compare and contrast and create things that are unique and differentiated. And one of those things, obviously we're a company that creates podcast and video series, but one of those things is like you can't plug in.
[00:06:20] To Chad, g p t and say, what is Ian Phons marketing strategy? Well, not yet. It can't read my mind. You can't plug it in and say, what's Scott Holden's marketing strategy like? You have to actually talk to Scott. And that stuff changes on a daily, weekly, monthly basis. And so one of the things that when you think about differentiated content, user generated content, things that is actually out there in real time.
[00:06:43] AI is trained on a model that's that isn't that stuff. So figure out how to use AI and make your content differentiated and use it as a tool in your toolkit. Another piece there, I think people need to figure out how to create repeatable content when your team gets smaller, when your budget gets smaller, when all that sort of stuff happens, you need to have repeatable content and figuring out a way to make something consistent and repeatable is really important, and figuring out the levers that you need to pull to make things repeatable.
[00:07:09] Another thing, I think people need to have a clever first touch. and something that we're really focusing on is having that clever first touch. Reaching someone, whether it's an ad or outbound or things like that, is smart and interesting and clever, and I think a lot of times we're so product focused in our messaging and not.
[00:07:28] Clever with the way that we think of things. And if you can make someone smile, it's a, it goes a long way. I think doing small batch events that have a purpose, small batch events are great. They're an awesome resource. Getting people together, talking about things, it's an incredibly stressful time. So just.
[00:07:45] Letting people get together with a loose agenda of what you want to do is a great idea. Two more things. One is pillar based marketing. We're doing this for our SEO strategy. That's something that we're investing in. It's really cool. If you haven't learned about it, check it out. But essentially, you're dropping a bunch of content all at once.
[00:08:03] In all the nodes around a topic, not just the product centric nodes, but all the different things that that come into that. And it's becoming a really great SEO strategy and you should check it out if you haven't. And then the final thing here is what is your referral strategy and how are people talking about you in private check rooms?
[00:08:22] This sort of dark social piece. It's really tough to figure. You should be trying to figure it out. And in a time where leads are gonna be more precious, reaching accounts in creative ways are gonna be precious. You really want other people talking about you, and you really want to figure out a strategy that's gonna accelerate that.
[00:08:39] It's something we're thinking about at CASP and a ton. How do people, we'll talk about the experience that they've had with us, and we're creating a video series or creating a podcast series or creating a fiction series. How are they talking about us? Where are they talking about us and how are we giving them ways to.
[00:08:52] So yeah, that's it. That's all I got for today. I appreciate all of you for listening. If you want to hear different types of guests, different guests, anything like that, you can always hit me up. You can email us team mc casian studios.com, or you can hit me up on, on LinkedIn or wherever. Tell us you're a fan.
[00:09:08] Always love to hear that stuff. But if you want to hear something different or different types of things or special episodes, we're super open to that. If you have any feedback on that stuff or anything. As always, a hit me up. Iena caspian studios.com. I appreciate all of you. Looking forward to a great 2023 and excited for the new changes to DGV in February.