Using Numbers Creatively
Adam New-Waterson is the data whisperer. Working at a company like LeanData, he focuses on ensuring that the marketing department’s efforts are actually helping the company and sales team meet their goals in real world applications. Adam and his team don’t settle for just trusting the quality of their efforts; they are constantly measuring their relationship to the rest of the company in a very conscious way.
To many, data conjures up images of boring spreadsheets and high school math class, but Adam is putting a new twist on it by using data as inspiration for out-of-the-box content creation. One of the first things Adam did at LeanData was hire a journalist with 35 years of experience as his head content writer. Advocating for the power of educating over selling, he has found incredible measured value by hiring someone who understands both the structure of storytelling and the power of teaching and informing.
In This Episode:
- Why marketers are still struggling to get ROI right
- How synonyms and a fancy dress had a tremendous ROI
- How to harness the power of visual content
- How using data points can fuel creative content strategies
- Why creating content that educates is important
- What a successful ABM strategy looks like
- What makes a piece of content effective at the top and bottom of the funnel
Quotes From This Episode:
“We’re using content at the heart of driving the conversation for people to choose LeanData.” —@RevTechCMO (Highlight to tweet)
“One of the first things I did when I was hired to be the CMO is I hired a journalist with 35 years of experience working at newspapers and I gave him full reign to just come in and write things that were interesting, well-written, and not intended to be sales-y at all. That’s one thing I harp on a lot. I don’t want to be sold to; I want to be educated. Out of that process, I will naturally want to learn more about products and services, but first, help me learn something more.” —@RevTechCMO
“We are highlighting the success of our most successful customers. We’re not talking about a product. We’re not talking about how they use our product. All we’re doing is talking about their life story. Where do they come from? How did they arrive at this particular moment in their life?” —@RevTechCMO
“For me, ABM is the union of the revenue team. That’s the way I like to think about all the people who are responsible for making sure our company is hitting their revenue targets. I absolutely believe they are two separate entities that are interwoven like two hands clasping each other. They cannot happen without the other. The yin and the yang.” —@RevTechCMO
“You need to get all of these people on the same page and pointed in the same direction in order to be able to choose your product or service at the end of it. That is a pretty complicated thing, because each person wants to be spoken to in a different way. Different content works for different roles, etc. So, we’re using ABM, thinking about, ‘How do we drive the conversation?’ not just, ‘How do we target accounts?'” —@RevTechCMO
What did you want to be when you grew up?
When Adam was younger, he wanted to be a veterinarian. “I really enjoyed animals and I really wanted to help people. So… helping people with their animals.”
Chris points out that Adam could still tie these two passions together into a single career: “Now that’s the best content. It’s the highest performing, right? Puppies and kittens.”
And with Adam’s favorite animal being a goat, there are some who have already made their mark on the social media sphere. “There are some famous goats, too. There’s one singing a Taylor Swift song on YouTube.”
Christ Moody, everyone. Making childhood dreams come true, one podcast at a time.