Spring 2017 Recap: Lesbians Who Tech, Boulder Startup Week, Pulse Conference, & more

Is it really June already? Here is a recap of what I’ve been up to in early 2017.

Spoke At Lesbians Who Tech Conference 2017

Sarah E. Brown speaking at Lesbians Who Tech Conference in San Francisco 2017
In February, I spoke at Lesbians Who Tech Conference about how to grow your career as a startup employee in a non-technical role. Watch the recording below.

Received Top 100 Customer Success Strategist 2017 Award From MindTouch

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In May 2017 I received the Top 100 Customer Success Influencer award from MindTouch for the third year in a row. I am proud to have been named among so many people whom I admire in the Customer Success field, and enjoyed celebrating with MindTouch at their Pulse Conference Happy Hour. Check out the list.
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Featured With Helping Sells Radio Co-Host Bill Cushard by Successly Live at Pulse Conference 2017

I had fun catching up with Successly chatting about Helping Sells Radio with my podcast co-host Bill Cushard at Pulse Conference this year. Watch the video below.

Organized and Moderated Boulder Startup Week Panel On Growing Your Career In A Non-Technical Role At A Startup

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Photos by photographer and data scientist Josie Martinez

A lot of Boulder Startup Week is focused on helping founders or aimed at folks in technical roles. This year, I worked with the Boulder Startup Week team to organize event aimed specifically at helping employees who are in non-technical roles at technology companies level up their careers. I moderated the panel including career experts including Analiese Brown, Director of Talent & Culture at CampMinder, Rachel Beisel, VP Marketing and Communications at CableLabs, Tamara Hale, PhD, Lead UX Researcher at Effective and Teri Keller, Director of People at Sovrn, who shared valuable insights aimed at folks in operations, finance, marketing, HR, and other roles that aren’t focused on coding. Learn more about the panel.

Performed With Boulder Improv Collaborative

DSC_6323One of my mentors, ServiceRocket’s VP of Marketing Colleen Blake, got me into improv, and I’ve since seen the benefits of saying “yes, and” throughout my life. My Boulder Improv Collaborative class performed in May, and we had a total blast. Many of my classmates also work in tech, so you can imagine the fun we had when the audience gave us the word “unicorn” as a prompt for one of our montage scenes.

Passed the 40th Episode Milestone of Helping Sells Radio Podcast

I co-host Helping Sells Radio, a podcast about helping customers discover, adopt, and thrive using your software. My co-host Bill Cushard and I celebrated hitting the 40 episode milestone at The Business of Customer Education and Pulse Conference.

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Here are a few of our latest episodes:

Thank you for reading!

Connect with me on Twitter @SEBMarketing or email sarahbrownmarketing [at] gmail.com.

Introducing Helping Sells Radio Podcast

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I’m proud to be co-host of a new technology podcast called Helping Sells RadioHelping Sells Radio is a podcast about helping customers discover, adopt, and thrive using your software. In the inaugural episode of Helping Sells Radio, my co-host Bill Cushard and I talk about what Helping Sells Radio is, why we are doing a podcast, and what listeners can expect in upcoming episodes.

There are a lot of technology podcasts, but none that specifically address the topic of helping enterprise customers buy, adopt, and get the most out of the software they use. Even more specifically, there isn’t a podcast that talks about how this idea of helping customers, without expectation of reciprocation can actually help both customers and software vendors (or anyone that sells anything for that matter).

Helping sells can be summed up by looking at many of the areas in business where helping sells can help people thrive.

For example:

  • In Marketing: Create marketing that educates people to help them make a decision.
  • In Sales: Sales that challenges and helps prospects. Help prospects improve their own businesses.
  • In Consulting: Geoffrey Moore described it this way: Strategic acts of generosity.
  • In Customer Success: It is not about the renewal. It is about helping customers do their jobs better or otherwise achieve a desired outcome.
  • In Training: Not just teaching features, but education people on a new way of working.
  • In Support: Proactively helping customers with things they have not even asked about yet. Anticipating their needs and addressing those, but customers think to ask.

We plan for show guests in all of those areas to discuss their particular helping sells approach to technology and business. In our first few episodes, we talked to experts from Optimizely, Gainsight, Evernote, Zuora and more.

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We’re also proud to announce that our podcast Helping Sells Radio currently ranks under “New and Noteworthy” for the categories of “Technology” and “Tech News” in iTunes! Thanks to everyone for listening and helping the show top the charts!

Listen To Helping Sells Radio Now

Year In Review: Reflections On A Spectacular 2015

From client acquisitions to speaking on several panels for the first time, to stepping away from my consulting business and becoming a full-time, proud Rocketeer, to helping grow the local diversity in tech group I founded in my home city of Boulder, CO, Flatirons LGBTQ Tech Meetup, to over 225 people, plus hosting and participating in a dozen local events in Boulder and beyond, 2015 has been a year to remember. Best of all, I’ve also had the privilege of working with some truly amazing people, companies, and mentors. To close out this memorable year, I thought I’d share some of highlights.

Three of My Clients Got Acquired–And Then One Of Them Acquired Me

Hiking near Los Altos with ServiceRocket CEO Robert Castaneda and VP of Enterprise Ray Bradbury the day after joining the company.

Hiking near Los Altos with ServiceRocket CEO Rob Castaneda and VP of Enterprise Ray Bradbery the day after joining the company.

Perhaps the biggest professional news of my year involved the extraordinary success of my clients. Among this list of successes included three acquisitions: Learndot, a Customer Education platform for Customer Success-driven businesses sold to ServiceRocket in January 2015; Taxify (part of ShipCompliant), a Boulder, CO-based B2B tax automation SaaS was acquired by Sovos Compliance in April; and, most recently, Frontleaf, a Customer Success analytics platform was acquired by Zuora in May to become their Z-Insights product line. Read more about the acquisitions, and how thrilled I am to now be a Rocketeer at ServiceRocket.

Named One of MindTouch’s Top 100 Customer Success Influencers To Meet at Pulse 

Top 100 Customer Success Influencers at Pulse.

This year MindTouch listed me as a ‘Top 100 Customer Success Influencer to Meet at Pulse Conference.’ I was honored by the mention, and enjoyed connecting with others on the list as well as the uncounted numbers from incredible companies who deserved to be on here. Grab the PDF list of influencers on the MindTouch website.

Customer Success Twitter Chat Thrived

In 2014 I launched the first-ever Customer Success industry Twitter Chat (#CustomerSuccessChat) while consulting with Frontleaf (acquired by Zuora in May ’15). Frontleaf co-founders Tom Krackeler and Rachel English were totally on board, and together we launched the chat back in 2014, and in 2015, it really took off. The monthly twitter chat brought together Customer Success enthusiasts and practitioners to talk shop, share best practices, and discuss overcoming challenges.

The chats consisted of lively real-time discussions including a series of questions on one topic (onboarding, sales and customer success, etc.) leveraging the #CustomerSuccessChat hashtag Twitter. We asked subject experts to mark their calendars to guarantee a high-level discourse, and others from the world of software adoption and customer success were also invited to weigh in on. After the chats, the Frontleaf team and I compiled chat recap blogs highlighting the gems from each one. This one on Customer Success as growthhacking is my favorite. At the moment I’m not running the chat, but maybe some form of it will return in the future.

Helped Launch The World’s First Customer Success Podcast

When Frontleaf asked me to devise a new channel to reach their target audience, I researched and created a plan to launch the Customer Success industry’s first-ever podcast exclusively dedicated to that topic. In early 2015, Customer Success Radio, the first-ever podcast about all things Customer Success and the cloud, hosted by Frontleaf co-founders Tom Krackeler and Rachel English launched to great acclaim. The show served as a phenomenal source of leads and buzz for the company. The podcast archives are really worth a listen. While the podcast is currently on hiatus, Tom and Rachel tell me they will hopefully continue the podcast in some form at Zuora.

The experience of creating a plan for a podcast from soup to nuts was invaluable, and the lessons learned along the way have been very helpful in the creation of the brand-new podcast Bill Cushard and I will be co-hosting through ServicerRocket Media. Look out for “Helping Sells Radio” podcast in the first quarter of 2016.

Grew Flatirons LGBTQ Tech Meetup

Flatirons LGBTQ Tech MeetupIn May 2014 I founded Flatirons LGBTQ Tech Meetup in an effort to increase diversity and inclusion in tech in Boulder, CO and beyond. In 2015, with the help of epic co-organizers, we hosted a dozen local events, became a NCWIT Affinity Group Alliance Member, and continued to be supported by our amazing sponsors SendGrid, Pivotal Tracker, Galvanize, and more. We even got a shout-out in the Denver Post and hosted an official Boulder Startup Week event. I’m so proud of the community we’ve built and are continuing to build here in the Rocky Mountain region and beyond. I look forward to working with more local companies and organizations and to hosting and participating in more events in 2016.

Moderated ServiceRocket’s “Helping Sells” Webinar Series

Throughout 2015 I co-hosted the webinars in ServiceRocket’s “Helping Sells” series alongside ServiceRocket’s Head of Training and Director of Marketing, Bill Cushard. This year we interviewed industry leaders talking about customer education, customer success, software adoption, and more. Guests included expert GitHub trainer Peter Bell, Behavioral Design (Gamification) Expert Yu-Kai Chou, ClientSuccess Founder/CEO Dave Blake, and many other industry thought leaders. You can check out the archives and look out for more great webinars featuring all-star guests in 2016.

Spent A Month At ServiceRocket’s Office In Santiago, Chile

This year I had the incredible opportunity to spend a month working out of ServiceRocket’s office in Santiago, Chile. ServiceRocket is a major contributor to the growing startup community in Santiago, and it was a blast to join the team there to host and participate in events and work on projects together.

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Enjoying empanadas with incredible ServiceRocket team in Santiago, Chile.

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Hiking in the Andes near Santiago, Chile with ServiceRocket colleagues.

Was A Panelist At S-Factory Event In Santiago, Chile

In October, S-Factory accelerator, which is run out of Start-Up Chile, invited ServiceRocket’s Chief Operating Officer Erin Rand, accountant Noelia Rio and me to speak on a panel to discuss how we’re “rocking it”. I was honored to speak to the entrepreneurial audience about growth marketing, our company values, and how we approach software adoption and customer success. S-Factory Executive Director Patricia Hansen was an engaging moderator, and I enjoyed participating as well as listening to and learning from insights shared by colleagues Erin and Noelia.

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Speaking at S-Factory (part of Start-Up Chile) in Santiago in October 2015.

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Participated In NewCo Boulder Diversity In Tech Panel

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Speaking at NewCo Boulder “Diversity in Tech” panel in November, 2015

In November, I was a panelist on the “diversity and inclusion” panel at NewCo Boulder, hosted at Quick Left in Boulder alongside Quick Left’s VP of Engineering Chris McAvoy and Executive Leadership Coach Gerry Valentine, moderated by Rachel Beisel. I loved being a part of the discussion and getting to chat with people after who wanted to continue the conversations about “bringing your whole self to work.” I shared personal stories as well as lessons I’ve learned from working with Silicon Valley Women of Influence, ServiceRocket’s COO Erin Rand and VP of Marketing Colleen Blake, both of whom do amazing work to increase inclusion in tech. It was cool to hear that people enjoyed the panel and that QuickLeft may want us to recreate the panel again.Screen Shot 2016-01-01 at 2.30.45 PM.jpgScreen Shot 2016-01-01 at 2.30.28 PM.jpgScreen Shot 2016-01-01 at 2.32.21 PM (1).jpg

Interviewed Hooked Author Nir Eyal With Bill Cushard

Sarah_graphic-05I helped crowdsource edit the book Hooked by behavior engineering expert Nir Eyal and have been a huge fan of his work for a while, so it was a big honor to get to interview him and Bill Cushard for ServiceRocket Media. It was an amazing discussion about behavior psychology, customer education and software adoption. Listen to the interview.

Looking Forward To 2016

I’m grateful for the amazing people and companies with whom I had the privilege of working in 2015. Thank you to everyone who helped make this such a special year, and for being on this journey together.

I’m excited for what’s to come in 2016. In the first week of January, I’m headed to ServiceRocket’s office in Kuala Lumpur, Malaysia for team building and to work on projects with our team in KL. ServiceRocket Media has some awesome projects in store including a brand-new podcast, epic webinars, and much, much more. Happy New Year! Thanks for reading. Sarah

Roundup: Recent Posts I’ve Written For B2B SaaS Clients, March 2015 Edition

Happy March! Here is the latest roundup of recent blog articles I’ve written for my clients. Feel free to drop a line or leave a comment if you’re curious about any of the amazing companies I work with or any of the ideas and concepts mentioned here.

SuccessHacking: Customer Success As Growth Hacking: #CustomerSuccessChat Recap

Successful SaaS companies are recognizing and leveraging the relationship between growthhacking and Customer Success. After the February #CustomerSuccessChat, the fifth in the series, I wrote a recap for the Frontleaf blog on SuccessHacking — Customer Success as GrowthHacking. Lots of great expert insights were shared during the chat, and it was fun to rehash it and re-live the highlights. Published on the Frontleaf blog.

6 Exciting Emerging Trends In Customer Success 

If you’re committed to achieving your Customer Success goals in 2015, there’s never been a more opportune time to do so. We’re truly in the Golden Age of Customer Success, with ever-improving tools and processes available for reducing churn and increasing customer engagement. After Frontleaf co-founders Rachel English and Tom Krackeler released an episode of their always-awesome Customer Success Radio podcast discussing new trends that are emerging and taking hold in Customer Success, I wrote a blog summarizing their findings. Published on the Frontleaf blog.

How To Train Your Customers To Reach First Value ASAP

Onboarding is one of the most delicate (and critical) periods in the customer lifecycle. After the sale closes, when CSMs and CEMs first engage the customer (if they haven’t already come through pre-sales, to help drive success during a free trial), onboarding is the first chance to help your customers achieve success. Delivering the right customer training is paramount to ensuring your customers reach “First Value” as soon as possible during onboarding. “First Value” or “First Value Delivered” (FVD) is defined as the initial success your customer has with your software, according to your customer’s definition of success. Like Customer Acquisition Cost (CAC), ARR (annual recurring revenue), MRR (monthly recurring revenue), Customer Lifetime Value (CLTV), and churn, time to value (TtV) is now one identified by industry experts as a crucial metric that counts for SaaS customer growth and as a predictor of ongoing customer retention.  I wrote about some actionable strategies for training your customers to get to first value in the shortest time during onboarding. Published on the Learndot blog.

Interview with Rob Castaneda and Lincoln Murphy: Customer Training and Customer Success

Lincoln Murphy and Rob Castaneda featured on Sarah Brown Marketing

It was a thrill to interview ServiceRocket’s CEO Rob Castaneda and Gainsight’s Customer Success Evangelist Lincoln Murphy. Rob and Lincoln discussed best practices for training and customer success, as well as their visions for the future of training and learning software. We did an audio interview, and I did a writeup as well. Definitely worth a listen if you’re looking to incorporate Training into your Customer Success program (which you should!). Published on the Learndot blog.

5 Steps For Implementing Your First Customer Training Program

Learndot Enterprise Training Maturity Mode

Software companies who are still manually delivering Customer Training are learning the hard truth: If your company doesn’t yet have a formal Learning Management System (LMS), in effect, you are your LMS. Whether your customers are already knocking on your door asking for training or you’ve independently realized the revenue opportunities of implementing a training program, getting started doesn’t have to be difficult. I wrote about steps to getting started with your first Customer Training program. Published on the Learndot blog.

Building Success: Product Roadmap and Customer Success: #CustomerSuccessChat Recap

Creating products that customers love to use is crucial for retention and growth in the world of SaaS. But like delivering stellar Customer Success, this is easier said than done. Today’s fast-growing-software companies (FGSC’s) build products that reflect the voice of their customers. Yet they also recognize when the best thing for customers is to say no to some of their enhancement requests. So how do you determine which of your customers’ product concerns should be prioritized? And what are the best tools and strategies for aligning your Product and Customer Success teams and keeping customer experience at the forefront of every new deployment? I wrote a recap of the Customer Success Chat exploring these topics and more. Published on the Frontleaf blog.

Thanks for reading! – Sarah

Roundup: Recent Posts I’ve Written For B2B SaaS Clients, February 2015 Edition

I decided to put together a roundup of a few recent blog articles I’ve written for my clients, in case you’re interested in reading what I’m up to. Feel free to drop a line or leave a comment if you’re curious about any of the awesome companies mentioned here.

3 Ways CSMs Can Use Social Media For Customer Education

Customer Education article by Sarah E. Brown

How can customer success managers make use of social media for their customer education campaigns? I focused on some general best practices and case studies from Hootsuite and HubSpot, two SaaS companies who do this very well. Published on the Learndot blog.

Interview With Samuel Hulick: User Onboarding And Customer Education

Samuel Hulick by Sarah E. BrownIf you don’t know Samuel Hulick yet, you’re really in for a treat. I interviewed Samuel about the convergence of user onboarding and customer education and customer success. Lots of great insights in here for any SaaS company looking to nail these. Published on the Learndot blog.

Which Customer Success Analytics Platform Is Right For Your Business?

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I wrote an in-depth review of three customer success analytics solutions: Gainsight, Bluenose and Totango. The review came out of hour-long demos with each company and plenty of email exchanges to clarify additional questions. It’s kind of a long read, but I think it gives a pretty solid overview of the platforms if you’re interested. Note: After writing this article, I started working with Frontleaf, another amazing customer success analytics platform I highly recommend checking out. Published on the Learndot blog.

Staff.Com and Time Doctor Co-Founder Liam Martin On The Future Of Contract And Remote Work

My client Trada has created an awesome solution for small businesses who need help with their pay per click (PPC) campaigns called PPCPath. Through PPCPath, companies can hire AdWords experts on a contract basis to improve their campaigns at affordable rates. For the PPCPath blog, I interviewed one of the leading experts in contract and remote work, Staff.com and Time Doctor co-founder Liam Martin. Lots of good info and predictions in here, if you’re interested in the topic. Published on the PPCPath blog.

Avoiding The Pitfalls Of The Small Business Do-It-All-Yourself Mentality

I wrote this piece for Trada for a guest post on Duct Tape Marketing, one of the world’s most popular small business blogs, focusing on why and how small businesses need to outsource. Published on the Duct Tape Marketing blog.

To Boldly Go Where No Podcast Has Gone Before: Customer Success!

Frontleaf blog on podcast by Sarah E. BrownI helped come up with the concept for Frontleaf’s new podcast, Customer Success Radio, the first podcast of its kind in the industry, as part of their overall content strategy. Frontleaf’s co-founders, Rachel English and Tom Krackeler, have been churning out epic episodes featuring experts in Customer Success from the industry. I wrote about the story of the podcast and why and how it came to be. Published on the Frontleaf blog.

Growing Successful Customers: The Ins And Outs Of Upselling

This post highlighted the discussion from the most recent Customer Success Twitter chat I ran a few weeks ago for Frontleaf on the topic of upselling/cross-selling and customer success. I came up with the idea of facilitating a regular Twitter chat for Customer Success early on in my work with the company. There had never been a Twitter chat addressing Customer Success before, so it seemed like the perfect opportunity for them. Customer Success for SaaS companies is such a hot topic, the Frontleaf team and I correctly suspected experts and enthusiasts spanning the industry would be interested. I really enjoy facilitating the chats each month, and writing the recaps. Published on the Frontleaf blog.

Interview With Carly Brantz, Director Of Revenue Marketing At SendGrid

I’m so excited to share today’s interview with Carly Brantz, Boulder, CO-based Director of Revenue Marketing at SendGrid. Carly generously spoke with me about the challenges and rewards of leading revenue marketing for a successful tech startup, as well as insights into increasing diversity and empowering women in tech.

Sarah Brown: What’s your background, and where are you from? 

Carly Brantz: I am a Boulder native and have spent my life in the beautiful bubble of Boulder.  In college I studied Business and Spanish with big hopes of working internationally and using Spanish.  I found myself working in tech immediately after college, working for a data analysis and visualization software company.  For the last ten years, my focus has centered around email and email deliverability in a variety of marketing positions.  I began working at SendGrid when we were less than 30 employees and it has been an adventure being part of an extremely fast growing company.  Email is constantly evolving and it makes my job interesting to stay on top of the latest changes and how that is impacting what we do.

Sarah: What’s your favorite part of your job as a revenue marketer for SendGrid?

Carly: I love having clear goals and expectations of me so the transition I’ve had over the last year of being tied to a revenue number and having a quota has been exciting.  I am so proud of my team and the extremely sophisticated programs they have created.  It is rewarding to see them in a constant state of improvement.  The executive team has given us the freedom to try and test new opportunities, which allows us to be creative about new things to experiment with.

Sarah: As a revenue marketer, how do you fit into the bigger picture of the goals of your organization? What departments/teams do you usually work with directly?

Carly: At SendGrid, we have four primary revenue stripes: Direct, Self Service, Partnerships and Customer Success.  My team is responsible for supporting each of those stripes with relevant content, lead generation, outbound advertising, nurture programs and optimizing landing pages and emails. In addition to that, I am responsible for the Self Service revenue number with clear goals and focus around growing that revenue number and making it simple for customers to sign up for a SendGrid account on their own.  I work very closely with others in the Revenue department to ensure we deploy tactics to improve conversions, close business and provide an excellent customer experience.  I work with and depend on our Business Information team to provide the details on each stage of the sales funnel to make informed decisions.  Lastly, I work closely with Finance for closed loop reporting and ROI so that I can analyze the impact of programs and our revenue attainment.

Sarah: What are the biggest challenges you face on a day-to-day basis working as a revenue marketer? How do you meet those challenges?

Carly: With my team supporting all four revenue stripes, it can be a balancing act to figure out the right resources to allocate to each of those stripes.  Much of that is addressed by continuously tracking and testing everything we do in order to find the sweet spots.  I am a very data driven person and I’ve never liked the assumption that marketing decisions are based on a hunch.  That being said, it is sometimes challenging to find the data or know where I need to dig in deeper to find the answers I need. Fortunately, we have great tools and people to help provide me the analysis I need but there are times that customer behavior changes or website traffic is in flux and I don’t have one clear explanation.

Sarah: As someone who blogs on the subject, what do you think are the biggest challenges women face in tech?

Carly: I have been reading a lot about women and our hesitation to try new things or take risks because we are afraid to fail or lack the confidence to take a firm position.  I can certainly relate to that as I am pretty risk adverse. I believe many women in leadership roles and in tech lack the confidence and the feeling of being worthy to try something that may not work.  There is beauty in mistakes because you learn how to improve.

Sarah: Are you connected to other women in tech? If so, what has it been like to compare roles and discuss the growing trend?

Carly: I wouldn’t say that I specifically seek out other women in tech roles to form relationships.  I am connected to other women, but it has developed more naturally. I think it is important to identify themes that women are noticing in technology, to share what we are learning.  I am always fascinated to hear how other companies break out their teams and learn from where they have found success or where they noticed changes needed to be made.

Sarah: On SendGrid’s blog, you wrote a great post about “sitting at the table.” Can you share more about what this entails?

Carly: I was inspired by Sheryl Sandburg’s book Lean In.  She articulated so many of the things I have felt and seen in my career but couldn’t quite pinpoint. I know personally, I have a tendency because I am grateful of everything I have in my career, to limit myself by not asking for more. Men ask for more, all the time, I see it every day, they don’t think twice about it.  We need to ask for what we want (and more!) and encourage other women to do the same.   I also find it easier to advocate for others rather than for myself.  I have been extremely fortunate to have an incredible role model and boss, Denise Hulce, VP of Revenue, who has encouraged me to ask for what I want, to voice my opinions and speak up when something doesn’t feel right.  This has helped push me out of my comfort zone.

Sarah: SendGrid is an active ambassador with NCWIT. What is the organization working on and why should people learn about their efforts?

Carly: Since our inception in 2009, SendGrid has partnered with NCWIT—the National Center for Women and Information Technology. NCWIT is an incredible organization that provides resources, research, and community outreach that help to create more opportunities for women in technical roles.  Over the past few years, we have sent groups to NCWIT’s summits and we are committed to continuing to participate in discussions that will create more opportunity for women in technical roles here at SendGrid and at our fellow tech companies as part of their Entrepreneurial Alliance, Pacesetters program, and their “Sit With Me” initiative.

Sarah: Anything else you’d like to share or elaborate on?

Carly: As a mother of two young girls, I have learned a lot over the past few years about treating myself with understanding as they grow up and as my career grows.  I think all moms have guilt one way or another and I was someone who was limiting myself because I was a mom and I was judging myself if I wanted more in my career because I didn’t want it to negatively impact my kids.  I think it is really healthy for women to have passions outside of their children and I believe that my kids benefit from seeing me in a successful career and having a focus in areas that are not centered around every move they make.

Carly Brantz of SendGrid featured on Sarah Brown MarketingCarly Brantz is a veteran in the email deliverability space working to make email simple and easy for developers by regularly writing whitepapers, research briefs and blog posts about email, technology and industry trends. Follow Carly Brantz on Twitter.

Shouting vs. Whispering

Anheuser-Busch Companies, Inc. has a significant advertising budget, and can afford to spend lots of money pitching to the masses. While Anheuser-Busch may reach a lot of people through its generic, one-size-fits-all billboard ads, they certainly won’t reach the discerning beer drinker through this method. Studies show that discerning beer drinkers want to feel a special, personal connection with their beer. There are thousands of varieties of beer, and details including ingredients, source, and history matter a great deal to discerning beer drinkers. Contrast Anheuser-Busch billboard tactics with another method of finding out about a product–say, being handed an artisan, small-batch craft beer after chatting about the details of its origin from a connoisseur at a local bottle shop.

See the difference?

While a great deal of incredible technology exists to help us target our messages in online marketing, why are some of us still acting like we need billboards, shouting at our prospective followers through bland, one-size-fits all messaging?

If we really niche down our audience, figuring out who they are and how we can solve their unique needs, there’s no need to shout in our online marketing. We can talk in practically a whisper, and we can bet that those on the listening end will want to hear, respond, and engage.

While a craft beer company may not have nearly unlimited advertising resources at its disposal like Anheuser-Busch, being clear and loyal to their target audience (the discerning, ingredient and process-focused customer) ensures that it will have a strong, loyal audience that can support it and make it profitable. For instance, a successful craft beer company’s Instagram campaign might show short clips of the beer being brewed at just the right conditions, or the selection of just-the-right hops. On Facebook, they could post updates on each brew along with visually-rich images to build anticipation for the launch of each new batch, perhaps tagging the farmers who sourced the hops and pictures of devoted fans drinking the beers, so other fans can see themselves in the images and recognize that this is something they would be interested in trying.

From my experience, shouting is fine if you are a big company that can afford to toss away thousands (or millions) of dollars on advertising to people who don’t give a damn about you (and would never give a damn about you) in order to grab the attention of enough people to keep your business profitable.

But if you’re a startup, a small business, or an entrepreneur, you’d be wise to engage in digital marketing that highlights what’s uniquely special about you, and connects with what’s special about those who love you.

Shout and you’ll scare away those who care about a particular need only you can fill. Whisper what’s uniquely great about you that your target audience will care about, and you’ll find the right people coming closer, thinking it was their idea all along.