Bueno, muchas gracias por venir, como mencioné, este es un formato para tener una discusión
honesta y abierta sobre el mercado digital, queremos crear más eventos como este,
así que definitivamente os inclinamos a seguirlo y a estar en contacto y,
tal vez, incluso hacer sugestiones sobre cómo podemos mejorar y los suficientes que
queréis ver y los eventos que queréis tener, estamos muy abiertos,
si quieres ser involucrados en la organización, estamos más que contentos de tenerlo,
y eso siendo dicho, como continuamos con el panel aquí, vamos a tener algunas preguntas que
hemos preparado y hablado de para dar un backgrounds sobre lo que han hecho, tenemos tres de los
expertos digitales en el mercado digital en Barcelona que nos acompañan hoy, que es genial,
pero, al mismo tiempo, queremos que podamos preguntar sus preguntas también,
ok, así que, mientras están hablando, mientras estamos pasando por esto,
por favor, pensad en las cosas que queréis preguntar, como que pertain a su vida,
tu carrera, tus compañías, tus proyectos, y, probablemente, podemos ofrecer
algunos consejos que están personalizados y customizados para vosotros.
Ok, así que, sin más, me gustaría introducir nuestro panel expertoso, primero tenemos
Maria Fernández, ella es el manager del mercado y también, ahora,
head of growth en DexMatec, ¿vale? Sintiendo a ella es Natalia, Natalia Bandach,
Natalia es el head digital de Cantox, justo debajo de la calle de aquí, en la
freetower, y, después de ella, es Tony Jiménez, Tony Jiménez Solanz,
y él es el co-founder y CMO de Talent Clua, otra
rápida, rápida carrera, rápida startup aquí en Barcelona.
Pero, antes de que me desplieguen todas tus introducciones,
¿por qué no ustedes, simplemente, un momento y introduzca a vosotros?
Maria, ¿te gustaría comenzar?
Bueno, hola a todos, mi nombre es Maria, soy de Madrid, pero he estado
viviendo aquí en Barcelona desde hace tres años.
Como Scott ha mencionado, soy el manager del mercado en DexMatec,
lo que hacemos ahí es ofrecer software para analizar energía,
y las personas básicamente usan nuestro software para entender
cómo consumir la energía y salvar el dinero en eso.
Eso es lo que hace, es realmente nervioso cuando se entiende,
porque es base y construido por y para ingenieros.
Pero, la esencia es software que está funcionando en el cloud,
y el objetivo de la empresa, por supuesto, es escalar.
Ha estado trabajando y abriendo desde hace 10 años,
con ups y downs aquí, y basado en dos chicos aquí en Barcelona,
y estamos ahora en ese momento de hacerlo crecer.
Antes de eso, siempre estoy trabajando en el mercado
para las empresas tecnológicas. Antes de eso, hice una consulta de frecuencias
para startups aquí en Barcelona, principalmente en las aplicaciones de teléfono.
Así que, chicos, si hay alguna frecuencia aquí,
y si tienes preguntas también sobre eso,
tengo experiencias sobre eso.
Antes de eso, trabajé con Cantox,
y antes de eso, trabajé con grandes corporaciones,
como Esri o Oracle, grandes empresas en el mercado tecnológico,
y es un modelo completamente diferente de startups,
que es genial.
Gracias.
Nat, por favor.
Hola a todos, soy Nat.
Soy la directora de Cantox.
He estado en Cantox hace dos años, más o menos.
Yo estoy originalmente en Polonia.
Empecé a Barcelona 10 años atrás para hacer un negocio,
y también para estudiar aquí.
Tengo 8 años de experiencia en marketing en general,
en el mercado digital.
Antes de eso, empecé a iniciar una startup
con grandes creaciones,
y grandes empresas de entretenimiento de tráfico.
Antes de eso, empecé a un grupo intercom con clasificaciones.
Yo no estoy muy segura de qué te gustaría saber.
¿Cómo muchos de ustedes conocen Cantox?
Es genial.
Me gusta verlo.
Para los que no conocen Cantox,
estamos haciendo soluciones de carácter y de riesgo.
Así que, básicamente, hacemos software para empresas
que tienen un riesgo de carácter en sus modelos de negocio.
Hola a todos, voy a hacer una historia.
Yo he hecho mi degree aquí en Barcelona,
porque soy de Yeida, una ciudad de cerca.
Y luego, hice un master,
y tengo mi intercambio en marketing para una consulta,
una agencia con software.
Fue un HR.
Y luego, cuando hice marketing,
porque no era internet,
me dieron que hacer cualquier tipo de cosas.
Y me dijeron, ¿qué debería hacer?
Entonces, empezé a leer blogs en Estados Unidos y todo.
Y me dijeron sobre marketing,
pero nadie hablaba de eso aquí.
Entonces, creamos Talent Clue,
que es un software, un software de reclutamiento.
Y lo que sucedió.
Si uno ve un software de reclutamiento en internet,
fue cero resultados.
Nadie estaba mirando por eso, así que me dijeron,
quizá deberíamos probar la estrategia
para hacer marketing.
Y el CEO me creó.
Y creo que era la primera empresa en España
para hacer marketing por nosotros,
porque todo estaba haciendo una agencia.
Y luego, empezó a trabajar,
porque nadie estaba haciendo eso.
Entonces, las personas en HR,
que es nuestra niña,
fueron superamigas.
Y se convirtió en la primera empresa
para ser un teléfono de HubSpot.
Y luego, continuamos creciendo.
Y el año pasado,
hemos crecido mucho,
gracias al marketing de Emo.
Nunca hicimos paitos como probamos,
pero nunca trabajamos.
Entonces, ahora estamos generando
probablemente 1,500 leads.
Y no sé, tenemos más que 40 ebooks.
Y hicimos 30 webinups ya.
Así que hemos estado haciendo esto por mucho tiempo.
Y en septiembre,
lanzamos nuestra propia metodología,
que se llama Inbound Recreting,
que es aplicar la perdida
y el conocimiento de marketing de Emo
para recreting.
Entonces, ahora queremos ser
como el HubSpot para recreting.
Así que es muy sencillo.
Tony, si no already know Tony,
él es definitivamente uno de los evangelistas
de Inbound en España.
O sea, él le llevó Inbound a España.
Pero la historia detrás de talentos
fue muy interesante,
porque Iván, tu co-founder,
también había otras empresas en este espacio,
SNA Talent, donde te empiezas,
y realmente, una historia de startup,
de lanzamiento,
y luego, intentando encontrar tu ad real,
hasta que se encuentran talentos,
y podían crear un nuevo mercado,
un nuevo espacio en Inbound Recreting.
Tal vez, empezaremos ahí con tú.
Tony, dame un poco sobre tu equipo,
y cómo trabajan ustedes.
Qué grande es eso,
quién es el equipo,
y cuáles son los roles.
Así que,
me gusta hacer la progresión.
Cuando empezamos,
somos dos personas,
uno para el contenido,
y social media,
y el otro para optimizar el SEO,
y crear e-books.
Ahora mismo,
somos siete personas,
operando todos los días,
como seis,
porque no tengo yo ahora mismo.
Así que, nuestro equipo es...
Alberto,
Alberto es como
haciendo toda la social media,
y también,
lo llamamos,
el manager de la red,
porque es como hacer presos y cosas,
que no hemos hecho hasta ahora.
Ahora empezamos.
Entonces, tenemos a Karla,
que es como nuestro manager de contenido,
que hace todo el blog post,
y también como los guis,
como el nivel netofo,
que significa,
para obtener visitas,
para obtener visitas y visitas.
Entonces, tenemos a Ana,
que no está aquí.
Ella es como la persona,
que cuando tenemos el lead,
creemos emails,
como para nutrirles,
creemos workflows,
creemos más guis y contenido,
más avanzados,
como para nutrirles.
Entonces, tenemos a Ellie,
que es como el manager de marketing,
y el nuevo director de marketing,
ahora mismo.
Ella es como operando toda la estrategia,
y también trabajando con el equipo de sales,
porque,
nosotros creemos que tenemos sales también,
y tenemos una conexión de marketing.
Entonces, tenemos a los diseñadores,
porque el diseño es,
muy importante también,
porque lo comprimimos,
de nuestros ojos.
Entonces, tenemos a las personas,
para diseñar,
como las ctas,
los ebooks,
todas las presentaciones,
todo eso.
Bien, sí, creo que es crítico,
creo que el diseño,
es como comer el mundo,
en ese rato,
es importante tenerlo,
como en tu equipo,
o,
dentro,
dentro de alguien,
en la compañía,
que puede realmente ayudar,
a hacer las cosas parecen.
Nat,
dame un poco sobre tu equipo,
y cómo trabajan ustedes.
Bueno, en Kantox,
el contenido es el King,
definitivamente.
Entonces, tenemos a tres personas,
dedicadas al contenido.
Tenemos a Forex,
un escritor,
que es especializado en,
en mercados y currencies.
Tenemos a Fintech,
un escritor,
que es especializado en,
en todas las noticias,
y APIs,
blockchain,
todo,
todo el bus,
en Fintech.
Y luego,
tenemos también,
muy mucho,
risco,
orientado,
y un escritor software orientado,
y él,
él tiene un programa de bancos,
y él es muy,
muy bueno en escribir,
todos los brochures,
y diferentes,
los guide que hacemos,
y luego,
también,
pusimos para,
para Tofu y Bofo,
¿sí?
Y luego, tenemos,
social media manager en PR,
y ella también,
en parte del equipo de contenido,
y luego,
en mi equipo de generación,
tengo una persona,
que es actualmente dedicada,
a nutrir,
y hacer un alimento de mercados y mercados.
Entonces, ella es en parte,
de asegurar que los líderes,
son los líderes cualificados,
y que los líderes,
actualmente,
están cuidando de ellos,
correctamente.
Entonces,
estamos realmente,
trabajando muy cerca,
de mercados y mercados,
y en Cantox,
ahora mismo.
Y también,
tengo un muy bueno y talento,
interna,
y ella es,
otro link,
entre,
para estrategias y mercados.
Entonces,
tengo estos,
pequeños agentes de cambio,
¿sí?
Que traen el conocimiento,
el conocimiento de la corrupción,
el conocimiento de la financiación,
en el equipo de mercados.
Definitivamente,
me parece que,
tienes algunos profesionales,
con skill sets,
eso,
debe haber sido difícil,
vamos a tocar eso,
un poco más tarde,
cuando viene a comprar,
y construir tu equipo,
pero,
creo que es,
muy,
muy crítico,
tener ese liaison,
entre mercados y mercados,
para que te despliega,
a través del funnel,
y no te despliega,
a nadie,
en el camino.
Bien,
María,
me diga sobre tu equipo.
Bueno,
es la chica de nos,
Nicole,
está ahí también,
ella es nuestro manejo de contenido,
ella escriba,
todas las buenas piezas,
que puedes leer,
todo,
que,
que,
que ella se ve,
cuando ella,
fue en la compañía,
en octubre.
Entonces,
ha sido,
corta,
que,
desde que tenemos ella,
y antes de eso,
fue,
solo,
mí.
Y,
es,
importante,
yo,
quería,
compartir,
una,
una muy buena,
recursos,
para las personas,
aquí,
el,
uno de los cofundadores,
de Hubspot,
tiene,
una presentación,
que es,
cómo,
construir,
y escalar,
un marketing,
equipo,
y,
yo,
recomiendo,
que,
porque,
es,
en el inicio,
solo uno,
Tony sabe esto,
también,
y tú,
un poco de todo,
de,
todo el funnel,
de los cofundadores,
y tú,
intenta generar,
y tú,
intenta convertir,
y tú,
intenta alinear,
con salas,
y todo,
y es,
bien,
y luego,
tú,
encontras,
una buena persona,
para contenido,
y esa,
parte del trabajo,
descubre,
y por ejemplo,
con,
ahora,
Nicole,
ella,
no,
escriba,
ella también,
crea,
las imágenes sociales,
hacemos un poco de todo,
ella crea,
emails,
para,
ah,
la más,
ah,
ah,
la nueva,
las luces,
y cosas como eso,
ella cobró,
esa parte del funnel,
de atraer la atención,
y de esa manera,
puedo concentrar más,
sobre,
ok,
lo que pasa con las luces,
después de eso,
qué tipo de comunicación
tenemos con salas,
yo hago más analíticas,
y yo intento seguir,
con el equipo de manejo,
y cosas como eso,
y luego,
hay ways to grow,
even farther,
and as Tony's team,
or Natalia's team growth,
but we are now just,
the two of us,
and scaling,
and trying,
yeah.
Yeah,
it can be a lot,
you know,
a lot,
a lot to manage,
so,
so you mentioned HubSpot,
I mean,
you mentioned some of the content they've produced,
they kind of invented the,
the inbound philosophy.
Do you use HubSpot?
Is that a tool that you use?
What are some other tools
in addition to HubSpot
that you use,
leverage in the,
well,
as a Dexma,
for lead generation,
and follow up,
and nurturing,
and everything,
we have HubSpot,
it's our main platform,
but our page,
our website,
was built with WordPress,
and when I joined the company,
it was terrible,
it looked like a page
from the 90s or something,
and we had to redesign it,
and it was just me,
so at that moment,
I was like,
okay,
I'm not going to full migration of the site,
and going to HubSpot,
I know that this is,
yeah,
it's not how the ride
by HubSpot will recommend it,
I know Tony.
You don't have it in HubSpot, neither.
Yeah, so at that moment,
I was like,
okay,
we have to go for a full redesign,
it's just me,
I hired a freelancer by now
to help me with the design
and everything,
so we have that on WordPress,
which is good for some things,
and it's bad on integrations
and follow up and stuff
that you have then,
and HubSpot is continuously saying you,
oh,
migrate your site,
and you're like,
yeah,
like if I have time for that,
so it's kind of,
yeah,
but mainly it's just that too,
and we also have a different CRM,
sales use the HubSpot CRM
for part of their work with the leads,
but then they migrate to a different one,
which is called Pipedrive,
it's fairly cheap
and very good for startups,
so if you're guys
in that moment of considering it,
it's fairly nice,
but...
We did the exact same thing,
we started with HubSpot CRM
and we migrated to Pipedrive
just about a month ago.
Yeah, yeah.
And do you use any tools
for social media,
anything to manage your channels?
I think we use HubSpot
mainly for everything,
right?
Ah, we use Canva for images,
it's pretty cool,
but we don't use Hootsuite
or anything anymore.
Do you use Buffer
or Hootsuite at all?
No, no, no, no, no.
With HubSpot you got social media,
mostly cover, I mean, yeah.
And that,
how's your teamwork?
Any platforms, tools?
Oh my god,
I'm like an automation geek,
so if I had to tell you
all the tools that I'm using,
we would stay here until like 11.
But let's say the coolest ones,
obviously HubSpot,
HubSpot is like incredible,
we use Hootsuite as well.
We have an integration
with Salesforce,
so I actually administrate
both HubSpot and Salesforce.
Then we're going to start soon
with Intercom for chat,
which is,
I know you guys are doing it already
and it seems really cool.
I think you have different chat
on Dexma.
Yeah, it's called Drift.
Drift, yeah.
In case you want to try.
It's super free.
Yeah, so, yeah.
We went away,
we went away from the free chat.
Just real quick on that note,
those tools Drift and Intercom
are both in-app communication things.
So when you go to a website
and the little box pops up
in the bottom right hand corner
and says, hey, can I help you?
Is there someone's face?
That's like Drift,
that's Intercom.
Intercom is probably more well known.
Drift is more free.
But there's a handful of them
that do those chat boxes
and that's becoming more and more prevalent
in the marketing world
on the landing pages
to have a human
or maybe even a chat bot
make that first impression.
So you guys are using that with Intercom.
Yeah, I think my favorite is Zapier
because it helps you integrate everything
with everything without any code.
So that would be the absolute best one.
And then Wise Pops for pop-ups.
Then another one that I like a lot
is called Import IO.
How many of you know Import IO?
Oh, you're saving tons of hours of your work.
So this one is basically going to turn any list
in the table and it's free.
So if you are one of those guys
that are trying to copy and paste the table
from one side to another,
stop doing that right now
and just use Import IO
because it's really cool.
And then a lot of tools that I find for sales
which help us with prospecting.
So one of it would be a similar tech, right?
So if your product depends on the technology
and you want to see what kind of technology,
like which pages are using WooCommerce
or which pages are using Shopify,
then this tool is going to give you
all the list of the pages
with the revenue of the company and with emails.
So it's like, I know many more,
but I think I should leave a space to Roger.
No, no, no.
Tony, I'm going to go ahead and venture
I guess that you use HubSpot.
Yeah, that's all.
And the only platform you guys use,
what else do you guys use internally?
We use unbounds to create landing pages,
because like the... What was the name of it?
Unbounds, yeah,
because like the landing pages,
like future is not the best.
And in HubSpot,
and then like whatever is complement,
it's like intercom for in-app communication,
then go to webinar and go to meeting,
like to do webinars.
And then like obviously like there's little tools,
like we have HelloBar for little stuff.
And pretty much it we had,
we used to have SumoMe,
but now we're canceling it
because HubSpot already has like this, its own stuff.
And yeah, they're like,
ah, Slack, obviously, but it's not a marketing.
Yeah, communications, Slack is a...
Just like poor marketing,
I think like we use mainly that,
and GIFTI, like to use GIFs.
What's GIFTI?
To use GIFs all the time.
GIFs, yeah, GIFTI, yeah, GIFTI, yeah, definitely.
Okay, let's stay with you, let's talk strategy.
Do you guys,
do you guys have a defined,
documented, written down content marketing strategy
or digital marketing strategy?
And yeah, let's just start with that.
Do you actually define it?
Like it's more like a legacy
that we have from the beginning,
just like at the beginning you're yourself,
as Maria said,
and then like you get growing,
and then you kind of follow what's done
and how you can improve it.
So obviously we have different strategies,
but it's more like the internal knowledge we have,
cause I've been there for, well, since the beginning,
Ellie has been there for two years already.
So like it's more, here's what we've done,
let's see how we can improve it.
Like whenever we hire people,
it's like, okay, we're already at eight.
So your job is to make it a 10.
And actually that was my question,
is when you onboard a new person to your team,
do you give them any materials to review
or is it mostly just done
through person to person like onboarding?
No, we have like a ramp up document,
which is first like what they have to do,
if they haven't done before,
it's like they have, well, inbound certification,
obviously, and then they have certification.
And then we have like different documents
and well explaining like how it works
and also how it works, I'll include.
But like, obviously having like these many guides
and these webinars and everything,
it's a, it's pretty like obvious what is the line.
But what is a strategy,
like I always recommend to people who start,
it's like, there is like,
you can have like four blog posts that can be a guide,
this guide can be a webinar,
this webinar can be an infographic.
So don't stress yourself too much about this
cause imagine that you write a post
how to recruit in Facebook,
how to recruit in Twitter,
how to recruit in LinkedIn.
Then you say, oh, I have a guide
about how to recruit in social media.
And then I'm gonna do a webinar.
And then I'm gonna do an infographic.
So it's like the same content,
it's prepurposing and you don't have to think that much.
So as, like, if you do a content strategy then to start,
think about this
because you always have to start with an ebook,
like in order to convert leads,
never start content without having something to download
cause visits for visits and or what.
So have like 12 posts that are ready, three books.
And then do a webinar cause like people,
you say, oh, people will discover this.
No, people don't read everything.
People, if it's different format,
they will think it's something else.
And, you know, and it's, I think the best team,
I always give the one is like four posts,
one ebook, one webinar, one infographic.
And then you have a lot of content to go.
Yeah, definitely the idea of repurposing your content,
recycling your content, reusing it,
you know, making sure that you're getting the most value
cause you're investing in that content.
You have to think about that.
Like, to make a guide like that
will take someone on your team
or multiple people on your team hours,
maybe days, maybe a week or more to make that content.
That's thousands and thousands a year, yes.
Would you be the same if it's B2B or B2C?
Good question.
It's exactly the same cause, it's the same content.
And also, to start, if you don't know what to write about,
I will say like, if you have like a competitor,
go to their site, look at the shares,
like their post half, it's like, oh,
if I'm finding like, oh, this post have a thousand shares
and the rest are 100, you have to write this post.
Then go to Google and find like the five best
and do a mix.
And if you write in Spanish, it's even easier.
Cause it's like, okay.
There's some good tools for that too.
BuzzSumo, right, is one, it'll show you the top 20 performing posts
and head, buzzsumo.com.
And then there's a local company here in Barcelona.
I'm gonna give just a shout out to these guys
cause they create awesome work.
A company called Compite with a K.
Does anybody here know Compite?
PedeCordina and his team, they have an amazing tool
that tracks all your competitors for you
from a marketing perspective and tells you
which posts are performing the best,
which ones are getting the most engagement
and that sort of thing.
So basically you're using your competitors
to get ideas for your own content.
But back to what you're saying is repurposing,
is like if you're, you know,
if you're investing that much time,
especially to create evergreen content,
evergreen just means it's gonna be relevant
for six months or a year or more, right?
That's the best kind of content to create
because then you can, yeah, after three months
you can repurpose it into a webinar.
Now, are there any tools you use for making webinars?
No, just go to webinar and then we have a presentation
and that's all.
But like to back what you said,
like the posts that get like the most visits every month
is like the first one we write.
And it's like always in the top five
of like the most visited blog posts.
It's amazing and so.
That's cool.
And Nat, what were we talking about?
Your documented content strategy.
Do you guys have an actual,
physically documented strategy
that you can share with somebody?
We didn't believe in that kind of documentation
as much as experiments
and checking different types of hypothesis.
So I guess in the fast-paced environments
and startups, what you need to do
is you need always A-B test everything against each other.
So in that sense,
I have very, very high level documents
for new hires,
but I also prefer them to be fresh
because that is actually
how they're gonna be more creative.
If I show them already what has been done,
maybe they're gonna be thinking about
in the same frameworks that we have already set up.
So at first, no,
but yes, we have content inventory.
We have obviously all the metrics
of all the campaigns and the performance.
Okay, that's actually a really good point.
Because if you show them what's been done,
maybe you limit their creativity.
You kind of stunt their spark of new ideas.
Ah, good point.
Well, yeah, yeah.
We do have some kind of document
or strategy document.
It's called content plan.
We didn't have that last year
and we were working a little bit like,
oh, let's talk about it.
Oh, US elections.
Oh, they're talking about energy.
And it was a little bit stressful,
especially for content writer.
It was like, yeah, I can write on this way,
but we need to be thinking more ahead.
So what we did super easy was,
okay, January, February, March,
blah, blah, blah, till December this year.
And we said, okay, these are the huge topics,
the things that everyone in our industry is talking about,
like innovation, demand response.
Well, many nerdy things about energy.
And I don't know, renewables, stuff like that.
And we put that on the calendar
and the next step was like,
okay, our goal this year
is at least generate 500 leads per month,
which is double of what we did last year.
What kind and how much content do we need
to get that goal achieved?
And at the beginning we had no clue
because we were not working with established program,
program like, okay, we do for post,
we do a white paper, we do this and this and that.
So we have more or less realized
that we need two webinars per month
and one white paper to get to our leads.
So we can do a webinar and a white paper
about the same topic,
and then we can cover a second topic,
sometimes coming from sales
because we do speak a lot with sales about,
okay, what kind of questions are you getting from prospects?
What is what people don't understand
from our content, our solution, our software?
And we create a lot of new content about that.
For example, next this month
we are having a webinar about meters,
that it's something that we don't sell directly to clients,
but people never gets in our industry
how to use them,
how to define a meter in a strategy.
And it's the topic that we talk over and over
because sales is getting questions about that.
So yeah, we have a plan for this year
and it's working so far, we are hitting the targets.
That's good, that's good.
You said something at the very end
that just resonated too.
You're getting ideas from sales.
I think that's a really critical thing
and that's why Nat has such a close relationship
with her sales team.
There's people who actually bridge those two worlds
because sales are the ones talking
to the prospects every day, right?
They're on the front lines of the organization,
they're hearing the problems,
they're hearing the pain points.
That's pure gold from a marketing standpoint.
That's what you need to know about as a marketer,
to know what to create
because sales has those answers,
but if you're not talking internally,
you're wasting a lot of valuable information.
That's good too
and it's always great to be creating content,
but the other half of that is then
getting that content into the right people,
right, the right screens,
the right eyeballs, getting it to the right people.
How do you define your audience,
find your audience and then reach your audience
and share, how do they know that there's a webinar
next month?
For us, it was also very simple
and it's still simple
and it came from sales also.
We have two different personas,
the ones that could be our potential partners
and the ones that are the end users,
the people that have a factory
or a hospital and want to save money
and we don't sell directly to them.
We have a partner strategy.
So it comes from real business,
like, okay, when I joined Dexman,
I had no clue about the business
and it was like, okay,
you have to bring potential partners,
80% and then 20% will be in customers
so we can nurture channel
and give them the leads
and keep bringing projects to the company.
But our main goal is the potential partner
and it was just that.
It was building the persona based on
talking with the tech team, sales,
CEO that has been working in the company
for 10 years and it,
I mean, he has fight with everything
already in the market so it's kind of,
okay, and then we have an R&D department
that do a lot of trend watch
so if you have any one on your company
looking for innovation things
or whatever, talk with them too
because they are always forward on where you are
and they can bring you new topics
and new worries that these personas
potentially might have.
Now, what about you, I mean, how do you guys identify
a target market, a buyer personas
and how do you reach them?
Well, I like personas, this is a nice framework
but I don't really believe in it recently to be honest
because I think that everyone is very different
and what sells is the emotions
and you cannot put emotions into personas
because emotions are very personalized.
So where you can put emotions is in the way
when the way which you market to those people
and then who you market to, these are the segments.
So if you run smart campaigns,
you're not gonna spend a lot of money
so you can actually test everything against each other
and that is the way you can find the best fit
for your marketing team.
So of course, I'm not gonna sell to marketing managers
or to HR because we're selling to finance CFOs, right?
But I'm gonna test different structures,
different strategies, different types of content,
see how hot and how cold are those leads
and how can we get from there.
And obviously, the higher the potential, the better.
Yeah, and are you doing paid promotion of your content?
Like after you create it and publish it,
are you paying to get it out there or is it all organic?
You are. Yeah, yeah, we are.
Okay, and you're boosting it through social media,
how are some of those channels?
Yes, mostly social media,
but again, you can test with any amount of money
in social media, in Google, however you want,
you're gonna get some insights on how it's working, right?
You can personalize a great deal in social media
and you can get really good insights
on what can actually bring you more business.
For CanTox, is there a platform
that is performing better than others
as far as social media?
Well, LinkedIn was our main platform, usually,
and yeah, it was.
But now it's Facebook, now it's Facebook.
So, CFOs are on Facebook for different reasons, right?
Some of them are there to spy their children,
see the pictures and stuff like that.
Some of them are there because they are just in a wave,
some of them are creating their profiles
because it's just a cool platform to be
and everyone is there
and you can be connected to everyone.
But they are there and you need to know
how to engage them and with what type of content
because it's not the same content you wanna push on Facebook,
it's not the same content you wanna push on LinkedIn.
What wasn't working for us is Twitter.
Twitter never really worked.
And did Twitter work for you guys?
No.
Not really.
No.
So.
It does work like.
I mean, paid campaigns, no.
For us, no.
It's super expensive, targets are really little,
especially here in Spain.
We never did campaigns, like paid campaigns.
What we do like, for instance, social media,
we find like the forms need to be shorter
cause if not like the conversion rate was like,
like email, direct traffic, all right?
But social media, really short forms.
Even though we lose information.
What's the minimum?
What do you need at minimum
as part to be a valuable lead?
Well, like we are pretty exigent
because we know the content is really good.
So people, like it's just a test.
Like at the beginning you try
and it's like, oh, conversion rate of landing page is
right now for us, our goal is 40%,
which is like really, really high.
But that's what we set for us ourselves.
But like social media was 15.
So okay, like or 10.
So we, for social media,
since HubSpot like lets you say, okay, for social media
you show this form.
Then like now we try to optimize it,
like to make it short.
And now it's name, email and company, pretty much.
But then for the rest of the people,
it's more like giving your role,
also how many people do you recruit?
So we have at the beginning already like a kind of screening.
Yes, as well, I'm gonna answer the question.
Yeah, with the audience, like three phases.
First by a persona, like first we started with thinking
because like our product was really cheap at the beginning.
So we're looking for recruiters,
like they were working day by day
and they were doing content for them,
which is like also really tofu.
But then like our product went like higher,
like the price went like more expensive.
So now we need to target like directors.
So we need to change the content.
And about how we spread the content on our audience.
See, like we have like two groups in the tofu level.
So depending on what they don't load previously,
we say, okay, this webinar for the people
who don't load this kind of stuff.
And also like the nutrients, everything.
And these webinars for people who don't load these other stuff.
And then when they don't load like Mofu stuff,
we do the mix, people who don't load this and this,
this and this and this and this.
And then like we send them relevant content.
And then like to distribute like our webinars.
We do mostly social media email.
Like emails work really good.
Like you can be like really creative.
Like we do like a campaign for sending
like typical email campaign.
Then we send an email like two days before,
like super personal email.
Like I'm writing myself like, hey, I'm reaching you
because I think you cannot mess up that.
And people reply to you, oh, thank you.
And it's like, what the fuck?
Well, like people fall into this.
And then like ourselves people also like we,
we taught them like to do videos
and they record themselves saying, hey, I want to re,
like I want to invite you to this webinar.
We'll talk about this, this, this.
And you know, and then they send the video
to their prospects inviting them to the webinar.
Because if they attend, then they can,
and you know, and also like they can create a conversation.
People is amazed and it's really easy
like to record yourself.
And I don't know, you can play with sales
and everybody and also social media.
And once you have, like people love your webinar,
like more people will come.
Cause as you said about like content,
like having a lot of content,
if you do good content, like people come.
If you do watching content, people will say bye.
No, I mean, the best content is the content
that actually, you know, kind of shares itself, right?
It attracts more quality leads
because the quality of that level.
But you brought up video,
which is on everyone's kind of the tip of the tongue
of all the trends and everyone,
what they're saying about not even this year,
even last year, it was video is kind of the future.
We're consuming more video every year,
every month on our phones, on online.
It's becoming to the point
where it's taking over the bandwidth of the entire internet.
Now you said sales is doing some video content.
Are you guys making video content on the marketing team too?
Like actually today we post like a YouTube video,
like we post a post,
but then it was like also like a video explaining
some of the part of the content,
like to reinforce that.
So you can share the video, you can share the post.
And now later last week we say,
okay, now I want to be a YouTuber.
I want to do short videos.
I'm struggling with my tone
because I'm too aggressive maybe.
But yeah, because people love videos.
And also I recommend to our creators
like when you do a job offer,
instead of writing a bullshit job offer,
like explain yourself like the job offer in a video.
Because it's easier, like they see you,
they can feel your emotion.
And they say like,
I would like to work with this guy.
And it's easier,
because you're talking about,
yeah, like I need this company,
which explain it with a video.
And so the same sales fund,
like if they send videos,
and if you send personalized videos,
like their heads like,
hey Natalia, how are you?
Like I'm sending you these videos,
like I need to reply this guy.
And sales is starting a video,
I have to reply.
So, and now whoever's gonna be first,
like it's gonna take the market.
So like, because we see it with webinars,
when we don't send the presentation
or the video after,
they say, hey, where's the video?
No, you don't have the video anymore.
Why?
I want the video.
It's like, no, you don't.
Now we're trying this
because we want them to attend,
like the web.
We want it to be live.
So, but yeah, video differently.
But back to the,
okay, the example you just gave,
you published a blog post
that had a portion of it
recorded in video.
What kind of video?
Was it like a talking head video?
Just somebody on your team talking?
Yeah, well, this one is was me
because I was like explaining,
doing a little bit of a big talk.
And then I'm showing like the,
this one was about like the candidate experience
when they applied to jobs.
Cause like a lot of companies,
they have like super long forms.
I'm saying like, hey,
what do you do in your life
that you have to fill a form
for 40 minutes to apply to a job?
So like, you do nothing,
imagine going to Amazon
and being to buy like some item,
like 40 minutes.
Yeah, I want the,
has no sense.
So I was explaining that to them,
like saying, hey,
I had has no sense.
So I'll show you how it's to do it
with talent clue.
And I was showing them like,
hey, how easy is that?
And so you were mixing in screenshots as well?
No, first was like my face.
Then when I started like showing,
like my face goes smaller
and they show the screen
and then like my face go again.
And who on the team made the video?
Talent clue.
Who made the video?
It's not here.
But Ellie helps me out a little bit
with my tone
and it was like,
because everything is improvisation.
I go there,
it's like, hey.
Do you think you'll be doing more
video content in this year?
Yeah, yeah.
As I said,
like now I want to do a lot of video
because it's easy
and I don't need to prepare
and my message is louder and clearer.
You publish it on YouTube
and then link it to your,
and then you have the embedded link
on your blog.
Yeah, correct.
Okay, good.
Nat, what about you guys?
You guys doing video content?
We did video for the web,
which works really great.
So if you go to contacts.com,
we're gonna see the video in the background
and we really love video.
The thing is that
the most important thing
that you guys need to think of
is who you're selling to
and if these people like to consume
this type of content, right?
So in our case,
we're not that much sure
but our audience is used to video.
So this is definitely something
we're gonna try
and it's definitely something
that I wanna test.
But again,
for contacts,
we're selling finance,
we're selling software,
we're selling to C level executives.
So for us,
a video is gonna be a big investment
because it needs to be really well done.
It cannot be just some kind of animation
that you pay like 79 bucks for
and you just do it in an evening.
But yeah,
I really think the video
is gonna take over the world
in that sense
and we're probably gonna start
doing it more often.
There's probably some really creative ways
to integrate video into the marketing mix
for contacts too, I bet.
Yeah.
Just real quick, Tony,
to touch on it,
what camera did you use
for today's video?
It was YouTube.
I know, but what,
did you use a DSLR camera?
Did you use someone's smartphone?
Actually, it was.
Just an iPhone.
The iPhone and the door.
Yeah.
He doesn't look much.
Yeah, so that's another thing too,
is depending on your audience,
depending on the type of content you're creating,
you can do it with the phones in your pocket,
you can invest a little bit more
and have like Cindra has here,
we have three DSLRs,
sometimes there's like a GoPro hidden back here.
But obviously,
the more investment,
the better quality video,
you can do different angular shots,
makes it more fun to watch,
the quick edits and stuff like that,
but it can be just as simple as doing a 30 second,
you know, one minute clip with your phone.
And what about you, Maria?
Are you guys doing video at Dexma?
Well, we reuse a lot the content
and the videos we record from webinars.
And to be honest,
last month was the first time
I ever edited a video in my life.
We did a video with Dexma Women asking her
because we have so many awesome ladies on the team
and they are engineers
and it's not so easy to find engineers
working in tech companies
and with tech backgrounds and et cetera,
and we wanted to do something for Women's Day
and we did something like same,
with the smartphone and recording it
and editing it like in house,
which looks, wow.
What software did you use to edit?
To be honest, I don't even remember the name
because we were on a rush
and I was like, you know, googling
and I was like, okay,
something super cheap and super simple
and we paid 50 euros for that
and it's like a canva for videos.
You have stupid resources to add
and music that you can use
and it's like, okay, this is good to go.
There's thousands of them.
So you can, yeah, yeah.
But again, you have the whole spectrum,
you can go right up to like Final Cut
and Adobe Premiere and stuff like that.
Of course we love, sorry, there's a question there.
Okay, okay.
No, everyone loves video so
and we think that we can create very good videos
because we have very passionate
and inspiring people on the team
and they love doing videos,
but you never find somehow the time
because we are just two
and considering having someone a third party
or freelance just for videos
is expensive for us right now.
So we will try in-house things in the future,
but we'll see, yeah.
But I think the message with video
is clear from all three of you
is that it's like they might not have the abilities yet
but they're gonna experiment,
they're gonna try, they're gonna test, right?
And that's the big key here.