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- [00:01]
A
Hey, everybody. Welcome back. Well, it's been a few weeks since this episode was actually recorded, but in this show, Amber and I finally got a chance to debrief on everything from our Fort Lauderdale trip. If you listened to the last episode, you'll know that she and I recently traveled to Florida for a conference. And while we were there, we spent so much time together ideating for Pesetto while we were there recording a lot of content for YouTube. And we also made sure to fit in time for a podcast recording. We had two failed attempts, but the third one worked out and we did a lot of reflect in this episode on our takeaways from the event and conversations that we actually had in the field, which was so great. Conversations with people like you. And we took so much value from those, and it was just so great to share each other's energy and just have that physical connection with Amber for the first time while we were recording this. So I hope you enjoy it. It was so much fun. All right, let's get into it. You're listening to GTM Live, a podcast by Passett. Oh, beautiful. We're here. We did it.
- [01:12]
B
I want to see myself.
- [01:15]
A
We did it.
- [01:16]
B
Oh, my God.
- [01:16]
A
Third time's a charm. Because our first time with the hot tub, we had this great idea of recording in a hot tub, and that failed because we did the whole conversation in the hot tub and then realized it didn't record. And there's so much more stuff that I'm not going to remember. And then the beach. We went to the beach this morning to try and record there. And that was also a fail because we forgot the microphone. I forgot the microphones. So what's up?
- [01:45]
B
This has been a really fun week, Carolyn.
- [01:47]
A
Oh, my gosh. I know.
- [01:49]
B
I can't believe that you let me convince you to come down to Florida from freezing Toronto at like a 48 hour notice. And we made it happen.
- [02:00]
A
We did.
- [02:01]
B
And we met in person for the first time.
- [02:03]
A
I know.
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B
And we're like soul mates.
- [02:06]
A
I know.
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B
It's great.
- [02:08]
A
It's too. It's true. We talked about this a little bit in the car, but so we're here for above the fold. By the way, for that conference, what was like surprised you the most when we met in person, how tall you really are. Oh, my God. I had the same one, same thought
- [02:23]
B
how you're so pretty, but you're like, way prettier in person.
- [02:26]
A
Wow, that's really nice. Yeah, I was really surprised by the height, too. For you, Amber is super freaking tall. And I still think I'm tall. But you're way taller than me.
- [02:36]
B
Slightly taller than you.
- [02:37]
A
Yeah. But you're. You just have such an amazing, like, warm energy. And I was really, like. I knew you were outgoing, but when we, like, went to meet people, I was like, amber, you can be my wing woman. Because I really get uncomfortable, like, walking up to new people and just saying, like, what's up? I think it's super awkward. I hate doing it. Makes me just, like, want to crawl into a ball. But when we went to the first networking event together, you would walk up to people, and I'd be like, do you know them? And you'd be like, no, I've never met them. And I'd be like, I could swear you guys had, like, a friendship. So you just have such a cool energy and a really cool way of meeting people and connecting with them. And I think that's something I really admire, because I don't have that, and I wish I did. And so it's really cool to be able to come out to these events and get to experience them, you know, with somebody like that.
- [03:29]
B
Thanks. Yeah, I definitely practice that a lot. I made a big point to, like, learn networking in my 20s. I'm like, I am an extrovert, for sure, and I do like attention. So it's definitely different being that. That comes a little more easy for me. But, yeah, I remember in my 20s, I was like, dude, you just gotta, like, get out there and just make it happen. I practiced a lot, so that's really cool to see that it paid off 10 years later. But, yeah. So we're at this above the Fold conference while it wrapped up yesterday, but I'm going home.
- [04:03]
A
And literally, Amber, you're driving me to the airport in 40, 45 minutes in
- [04:09]
B
sunny Pompano Beach, Florida.
- [04:14]
A
Yeah.
- [04:14]
B
Just north of Miami. And I feel like it's so funny because we talk to our clients all the time about, you know, events and, like, helping them see how events are showing up and, you know, how it's relevant for their market. But when it comes to, like, us doing an event or even just attending an event, it was like, I don't know, like, pros and cons.
- [04:38]
A
What are we gonna get out of it? Oh, that was me. I was like, is there really a point going? And you were like, I have a great feeling about this. We're gonna meet so many people. It's gonna be great. And I was just like, I don't know.
- [04:50]
B
Yeah, I had pitched you about it, like, a few Months ago and came up with like a whole budget and everything. And there was just so much going on over the holidays that it was like, it was just not a priority. So then we had this opportunity come up again last minute where we're like, oh, we know, you know, maybe we can talk about like what really spurred
- [05:08]
A
us to come down here.
- [05:09]
B
We know, you know, these things are just falling into place. And so I saw it as a great opportunity to, number one, meet some really cool people that we've never met before, like Sahil, the Spiralized team. So many cool people that we got to meet, but also like push us out of our comfort zone a little bit, which is super digital. We are very digitally oriented. And I was like, can we do this? And it was like four days in advance. And I'm glad we made it work because I feel like the ROI of the event is very clear. It's like very obvious. Number one, our in person time. We got so much content recorded. Just us.
- [05:50]
A
Yeah, I'm so excited with how much we did.
- [05:54]
B
We ended up doing a lot of like troubleshooting and strategy for the business. Just like sidebarring, like based on conversations we're having. And then we'll go do just kind of like pitching, like, who's Passetto? Like, you know, what are you guys even doing? And then like we get so much direct feedback. And when you're in person talking to someone about what's up for you, marketing leader, like, what are you working? It's just, it hits different when you're like in the, you're in like the frequency zone of that person and you can really just capture so much better like what their world is really like. And so for me, not being a marketer, to be immersed around more marketers and like, I'm starting to understand a little bit better because I don't come from that world. But there was so many other things. So what do you think about as a CEO, do you think that we got ROI on coming down here to above the fold?
- [06:49]
A
What is ROI really? Because here we like enter marketing world. I said to Amber last night, we went to like a, you know, like a networking dinner or whatever and we had some really cool conversations with people. And a lot of them. Well, there's a lot of like other agencies there, right? Like similar to us. I know we don't call ourselves an agency, but there was other vendors, I guess you would call it. And I was super interested in learning about what they do. And many of them could be agencies that we hire at Some point, not tomorrow or anything like that. But I would never know about them if I didn't meet them and vibe with them and have a really cool conversation with them. And like, what is the ROI on that? Because it's not immediate. It's also not necessarily measurable. And this just comes back to why I think now this is like a small event, right? Relatively like smallish companies and other agencies that are here. But I guess in the grand scheme of things, companies still have such a hard time justifying investments, myself included. I had such a hard time justifying, oh, you know, all of the monetary costs, but also just like time away from the business to disconnect and do our own thing and. Yeah, what's the ROI on that? I don't know, like, are we gonna like close a new deal tomorrow out of it? Like, no, but I think so much of the value is, I think, not measurable. We say roi, but it's like, okay, in dollars and cents. What does that mean? It's like it doesn't really mean anything. Not now.
- [08:18]
B
Yeah, I think for us with our stage, it's not the kind of thing where we're going to be doing it every month, maybe like once a quarter. You know, like we're really thinking about what are the events of the year that we are definitely going to try to make it out to now, just having seen how much value we got out of it internally. But yeah, we're definitely not at the point where it's like, okay, we're going to be, you know, every month just sitting around like Alina from Chili Piper. Like, I'm not sure that that's there, but maybe, yeah, maybe it's in the future.
- [08:49]
A
So I'm a very, I'm very much like when it comes to AI, I feel like my eyes gloss over so fast. I feel like I roll my eyes to a lot of stuff that I hear about AI. Not that I don't think it's important because you know me, I'm pushing all the time for our product to innovate, to like, you know, have AI agents and other AI capabilities. So I love that. And I also use AI in my day to day life in many ways. But in general, I tend to like, anytime I see content around AI, I'm just like, meh. You know, I would say I'm like a secondary adopter of AI. But anyways, my whole point here is that a lot of the content in the event and a lot of the coolest conversations I had were how companies were using AI. And I guess I'm feeling like intimidated by it because I'm like, oh, AI is just this huge thing. And I'm like, oh, you know what, when people are leveraging AI, it's really not as intimidating as it seems. It's super like first principles oriented but just being really smart about it. And so there was one company we met, one agent or, yeah, agency, I guess product. The guy that we connected with last
- [10:01]
B
night, you're talking about Eric Holland. Yes.
- [10:03]
A
Company is, I think, mojo, pmm and so creative. So creative, but so simple. Because if anybody works in marketing or product marketing or has a product marketing function that they oversee, one of the biggest, most fucking annoying things about it is when you have a messaging strategy for the same with brand, right? Like when you have something that you own that impacts the entire organization, right? Like every team leverages product marketing. Your own marketing team leverages it. Your sales team, your CS team, it's cross functional across the whole organization and like even more important when an organization is big. But what I always noticed in my own organization when I would oversee a product marketing function is how rogue people go with your marketing. So I remember I had, we had one AE on our team and we would have messaging docs, we would do like briefing sessions, we would say, here's the creative, go use it. We had so much to give them in terms of enablement. And this one seller would always go fucking rogue with the product marketing and create his own decks that were not on brand with not our messaging, not even. I'm like, dude, this is not our product. Like what are you putting in your decks? This is not what we sell. And so every time he would do a sales presentation, he would tailor the language to the person, which I get. He wants to close deals. But my whole point is that this mojo company he's built basically like every company gets a mojo and you basically it's using AI to like take your creative messaging, but enabling everybody else in the company with his mojo so that anytime you need something, right? If you need a tailored deck for X type of Persona in your sales meeting, your mojo will give that to you to ensure it like adheres to the standards of what your product marketing team has built. Oh, it does that.
- [11:53]
B
I didn't realize that part.
- [11:55]
A
I saw when Eric showed his vibe
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B
code in a super cool app. The analytics piece which tells you how are you doing? Like, it just pulls from your call recordings for your sales team. Whatever else, I'm not going to say it verbatim because I don't Remember? But it pulls from different places where your messaging is showing up. Oh, yeah. On the Web. Like, you know, accessible on the web. Like, what can we actually find about internally, what people are doing with your messaging and external, what you're publishing? And then it scores you based on how close you're actually conforming to your documentation. And it's like, yeah, I thought that was really cool because it gives you, like, scores how you're doing. Did you see that part?
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A
Yeah, that was super cool.
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B
Super cool.
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A
There's just so much cool shit, and I hate, like. Well, you say I didn't know what
- [12:49]
B
Eric did before meeting him at all.
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A
Oh, yeah, he's cool. I loved everything about his energy and just. I can't wait to check out his podcast. Yeah. But he was super unique, and I just really like what he was doing. But that wasn't the only example. We learned a lot about AI SEO from Gitano, who we got to meet for the first time.
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B
Oh, my God, the og.
- [13:13]
A
Yeah. And I just, like, when I met him, I, like, we hitched our wagon to him for, like, a good six hours. I did not want to stop talking to him because he's so, so cool. And I've only heard about him because he did Chris's podcast, State of Demand. Jen. Right. That's where it all started with Katano and Chris. And I've never known this dude. I've just been like, oh, this Katano guy, Who is he? I don't know. He's just some elusive person that I'll never meet. And then we met him, and you're like, hey, do you know who this is? I was like, no, who?
- [13:40]
B
And he has such a recognizable voice.
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A
Yeah.
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B
I learned so much from him about. I mean, he is, like, lethal with his AI SEO business and very exclusive. Like, he is not.
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A
Yeah.
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B
I don't know what the waitlist is to get in with Catano, but I love that. Go check it out if you need someone. Because, oh, my God, like, every other sentence, I was like, wow, I'm taking notes. But, yeah, that was so fun to meet him.
- [14:07]
A
Yeah. But so between him and, like, my conversations with him and Jess Cook, VP of marketing at Vector, who was also talking about content strategy, programmatic SEO with AI. So, like, my biggest takeaway with that is that I think a lot of people use AI to pump out more content for SEO. It's not really well thought out because Katana was like, oh, I just did a quick audit of this company that, you know, I'm considering working with And I took a look at their content and it's just so obviously generic AI written shit that is terrible. Basically when you start doing that, especially if you're a small company, it is a, I think like a race to the bottom basically is what he said. And the importance with SEO is really subject matter expertise and especially bottom of funnel content, which is very specific. Now I know that's just one part of the strategy, but when you're just using AI for volume, you get a lot of generic content. So he had said he audited this company and one of their article titles was what is a tech stack? Or something like that. Right. And he was like, yeah, yeah, like that's not a good use of AI just to do more. Right. And I think Jess had very similar perspectives on that.
- [15:21]
B
Right. And also Gatano was saying that you're not going to get found. So when it comes to search. Yeah, like if you don't have more, I don't know, you're a marketer, like more specific, more. That's bottom of funnel quote, bottom of funnel. I think a funnel word. But yeah, it's like you gotta go a lot more closer to your topic because that's how it's gonna help you show up.
- [15:47]
A
So, so then this also brings back AI and then you have attribution, right. So we had a conversation with one like head of marketing at a fintech company, PE backed and we had just said like, how do you know it's working? And she's like, oh, you mean attribution. And I feel like it's still really widely accepted that attribution is the path to like measuring your impact, tying your activities to outcomes, which is like the default. So we had some good conversations around that, but that also we had a group conversation because Katana was in that conversation and we were starting to talk about zero click search, right. With AI and how just so much more can't be tracked either. And like full circle moment around just how much the landscape for B2B, like B2B marketing has changed, is changing, is changing.
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B
It's like falling off a cliff.
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A
Falling off a cliff.
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B
Which we're so here for.
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A
Yeah. But you know what I feel like I'm like, are these attribution tools going to get smarter to figure out a way how to track that stuff? Which I'm sure they are. Like, this is obviously, I'm sure something on their radar. But my point being is that for most marketing organizations that don't have a sophisticated measurement model, they're going to suffer because their analytics are going to fall off the more they invest in brand and AI tooling and AI solutions. And all this stuff, like, stuff is going to be increasingly harder to measure.
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B
To measure. Yeah.
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A
So that's a big one. That was a big takeaway for me
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B
in terms of, like, what the market is doing. But I think a big thing that goes so overlooked is what are you doing with the data that you already have? Like, how are you identifying what's happening inside of your sales cycle, inside of your base of, you know, contacts that you already have? Like, the stuff that you already have access to? Yeah, it's. There's a lot of. A lot more opportunity there, but, oh, my gosh.
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A
You know, what we should do is do a convert, like a recorded conversation with the two of them, Jess and Gatano together. Yeah, I think that would be cool.
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B
Hopefully just cook. Yeah, I want.
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A
That would be cool.
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B
She said that she would share some of her workshop.
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A
Yeah.
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B
Materials as well.
- [18:00]
A
And I, like, I come out from the content world. I started my career as a journalist, which was, like, the best career starter for me ever, and then moved into content marketing and, like, you know, worked my way up, like, a career ladder. But I've always said how, like, that part of my career has shaped so much of, like, I think, my skills. But when I attended her session around content at this conference, I was, like, not expecting to learn a lot more because I was like, I know a lot about content. What am I really going to learn? But I was super interested because I'm inspired a lot by the vector story and their growth story. And I really like her. But that was so profound for me and eye opening and just how to leverage AI now too, and just, like, your content and your demand strategy. So that's why I really want to have her, because she taught me so much. And I'm like, oh, my gosh, there's so many people in our community who I'm sure would feel the same.
- [18:55]
B
I'm glad you're finally on the Jess Cook wagon with me, Carolyn.
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A
I know.
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B
And they share a lot of that on the Dr. Podcast, too. This meeting could have been a podcast. They are always sharing about what experiments they ran, how they worked, how they failed. So, yeah, definitely go check out that podcast.
- [19:13]
A
And when I asked her, I'm like, how did you. So she was employee number eight. And now they have, I don't know, like, at least 200, 300 employees. Right. Because they've grown so much. But I said, how did you guys do it in that first year, how did you like just absolutely catapult your growth like that? And she said, honestly? Well, she said vibes for one, which I thought was hilarious, but she was like full blown brand, like just fucking cranked brand. And I was.
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B
They didn't measure it.
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A
They didn't measure it.
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B
Measured revenue.
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A
Yeah, but I feel like that's acceptable, like when you're literally starting from like, yeah, nothing. I don't think you really get sophisticated about measurement until the stakes are much higher. But that's what needed to be done at that point. And I feel like most companies are still, regardless of size, I feel like they're just so cautious about brand spend when it's just single handedly probably one of the most important things to be doing, you know? Yeah, so.
- [20:11]
B
So we learned a lot. Obviously feeling super inspired. What else happened?
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A
Oh, so I wasn't listening to this, but that guy you met last night who did that talk, the Amazon dude,
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B
I'm gonna have him on the podcast.
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A
Yeah, but tell us the story about him because. So just to preface all of this, I also had a very light bulb moment in terms of like how Passetto helps customers. And I've never really had this realization until this conference and some of the conversations that we had this week, which is so much of why marketing measurement is more than just analytics and understanding channel performance and your strategy and all this stuff. Because for so long it's like we are all about helping you grow pipeline. But when you think about it from like an emotional, visceral point of view for like a CMO or vp, there's so much under the surface in terms of like, it really comes down to internal politics. Like so much of what makes a job hard is navigating politics, navigating the fact that most CEOs, boards, investors, whatever, don't know anything about marketing and don't want to be caught in the nuance of all of the analytics and shit like that. And sometimes we get really in the weeds with analysis. It's almost like analysis paralysis. And it's just like what is going to be the most important thing for people in that seed? It's like it's not so much about the analytics, it's about buying time. Because a lot of leaders want to like are brought in to like turn a ship around, right. And really do things differently, but they need time. And boards don't necessarily understand that to like turn a ship around, sometimes it's like a six to 18 month process to really start to see the results. It's like, help me buy time, help me tell us in a way that instills confidence. It all comes down to data, but it really is like navigating a lot of politics and bureaucracy and other things like that internally. Yeah.
- [22:07]
B
And showing progress and also showing like, okay, look, this is what's going on. Here's the gaps in our business and we're working to fill those. While that's happening operationally, here is the, like, we're moving forward and we have these quick wins that are happening along the way. So it's been great to like, help customers for us start to.
- [22:32]
A
I don't know if that so much
- [22:33]
B
that we're helping them. It's more that they're really educating us about how we can do better to help them with their credibility and the strategic narrative. It's like, we don't want to have that be, you know, you're not alone in that. Like, and so I'm excited to think about how we can do more resources and content for the community as well.
- [22:56]
A
Yeah.
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B
Around that. Around that. Because we saw that as well. With the workshop that you ran yesterday, our live monthly workshop, Our Digital Workshop, passetto.com Events to register for our monthly workshops. It was lit and the chat was blowing up about. Oh my gosh, like, this is so relatable. And like, how do you.
- [23:17]
A
I left my job because of this. I got fired because of this. Like, it's a thing. Yeah, it's a thing. It's not. I don't know, it's just such a light bulb. It's not just about the analytics. It is, but it isn't. It's just so much more than that.
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B
That's just like having lived that.
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A
Yeah, I've lived that. I've like lost sleep. I've, like, my hair's falling out over that.
- [23:37]
B
What's the next thing? So, like, you get that figured out. You're like plugging your holes. You're doing this cross functional work with sales, with CS to like make those relationships work so that we're all one team. Like, there's so many other things that go into it. So.
- [23:53]
A
Yeah, there is, but we literally went for dinner last night and started just talking about a client scenario where like, this was a thing. Right. And we sat in the car analyzing this for what, like an hour and a half? No, maybe not that long. But like, we just sat in the driveway of our Airbnb just going so deep on this.
- [24:13]
B
That's what I love about working with you, Carolyn, because we're both obsessed with what we do.
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A
We're like.
- [24:19]
B
I was like, I can't go to the problem. And we just love it. It's like a puzzle for me.
- [24:23]
A
I couldn't sleep last night if I. Like, I'm so glad that we arrived at our aha moment and all of that.
- [24:28]
B
But like, man, let's talk through. Yeah, well, we just kind of talked through, like, what the problem.
- [24:35]
A
Yeah, yeah, okay, but tell us about the guy, Amazon guy.
- [24:38]
B
Oh, I'm not going to spoil it too much because I'm going to have him on the show, but essentially because
- [24:43]
A
you listen, you're like, oh my gosh, that guy's so. His story's so interesting. Did you listen, Carolyn? I was like, no, I didn't. Yeah. So this is a marketing executive.
- [24:51]
B
He's had four company exits x Amazon and he positions himself as a CMO developing strategy and teams for growth. So this is like, dude was involved with like a high growth scenario at Amazon B2B. And he explained because he was on the notorious B2B live taping that happened yesterday at the event, which we gotta talk about that because they talk some shit about Passetto, but we'll talk about that in a second. Anyway, so he comes up on stage and he's giving the story and I'm like, that's interesting. Wanted to learn more about that. But he was also someone who raised his hand to say that attribution. Like I had asked earlier, the audience if anybody really leverages attribution.
- [25:42]
A
Oh my God, he raised his hand. I was like, oh, he was the only one who raised his hand.
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B
And I think maybe other people hadn't raised their hand because they didn't want to. I don't know, maybe there was an attribution provider at the event. But I was like, I got to go ask him. Considering how, you know, his illustrious career, like, how are you using that?
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A
Yeah.
- [25:59]
B
And so we ended up talking about the different models. And I'm not a marketer, so I'm literally trying to figure out, like, how do you use this stuff? Like make it make sense. And he had said it really just is, it's. The attribution models are often the wrong tool for the problem that marketers are trying to solve, first of all. So you have to know what tool you're bringing to the job and use the right tool. And so he gave me some scenarios about that and that he does leverage, you know, last touch for a certain thing and he does leverage u shape for something else. But when he came into his current company, he's like, yeah, the number one thing was the board was asking him, how do we, you know, let's grow marketing's influence. Like, let's grow, like, marketing. Like, come on. Marketing. Didn't you say there was like an
- [26:45]
A
do your thing, like insane ask like 500 million or something like that?
- [26:50]
B
Oh, that was. Yes, that was the Amazon example. So I'm not going to go through that because we're going to have him on. But he came into this other company after that experience, having had that experience with Amazon that we'll talk about later. But yeah, then he was like, actually marketing. You don't need marketing to like, go do more stuff or like, have more impact. Like, that's fine. What you guys need is to stop leaking revenue throughout your entire cycle because you are leaking revenue everywhere.
- [27:18]
A
Just got chills.
- [27:19]
B
I'm like, oh, my God, a CMO says that. I love that. And so then he walked me through what he did. Which is what? So, I mean, we're not the only ones to like have these ideas, right? Like, he implemented what we actually recommend. And the architecture around changing your systems, changing your relationship to where is pipeline coming from? What are you doing with it before it becomes pipeline? How is the sales team following up? Why does it take them three days? He's like, the number one thing is that I was like, look, it takes three days for an MQL to even be touched. It's an SLA thing. Marketers care about sales. Sla. Such a touchy subject.
- [28:06]
A
I don't know. There's so much. I feel like there's a lot of nuance to that because I think a lot of times it's a tech problem. I think in a handoff, like systems problem. A lot of companies don't adhere to SLAs. Obviously. The other thing too is I think a lot of times it could be a little bit of ignorance from sales where they're like, the leads you give me are shit. So, like, I'm just not going to work them.
- [28:25]
B
Right. But 100% an alignment.
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A
Yeah.
- [28:29]
B
And expectations problem.
- [28:31]
A
Speaking of alignment, we, like kept having this conversation with this guy who was there in sales. I didn't see a lot of salespeople there, but, like, this guy was here and he had jumped into a conversation about. We were talking about attribution and measurement and all this shit. And I want to be careful what I say here because it's no disrespect to sales, but he just made a comment, like, just lie on your reports. Like, just lie and say like, he's
- [28:54]
B
like, marketing is not that hard. You don't need to go do all these things. You don't need attribution. You don't need to be sophisticated in understanding how you are performing.
- [29:03]
A
Oh, my God.
- [29:03]
B
Just lie.
- [29:04]
A
Just lie on the reports and just say that that came from paid search. And I was like, dude, oh, this is the problem with just like all of the misalignment, bureaucracy, you know, disconnect between sales and marketing. Because I feel like that statement really embodies the general sentiment from sales often to marketing. Yeah. So I was like, yeah, derogatory. Yeah, it was.
- [29:30]
B
I didn't listen. Yes. I'm never buying from you. Like, why would you say something like that when you're at.
- [29:36]
A
I know. I was like, that's.
- [29:37]
B
I don't know.
- [29:38]
A
I just put it. I said to Amber, I was like, I'm just putting my horse blinders on. I don't want to listen to this guy anymore. Just. Yeah, he was a nice guy, but, like, just, you know, weird energy.
- [29:49]
B
Yeah, for sure. For sure. So we're going to have some spicy stuff coming out of this event, too, because notorious B2B. Yeah, they really stirred the pot.
- [29:58]
A
They stirred the pot or you stirred the pot? I think.
- [30:01]
B
No, they created the pot.
- [30:02]
A
They created the pot and then you went and stirred it.
- [30:04]
B
So if you don't know what notorious B2B is, it is a TMZ style B2B talk show. If you're into that kind of a thing. Definitely go check them out. They are making B2B interesting, fun, and dynamic, and bringing the news to you in a relatable way. And I listen to their podcast. Some of it is a little, like, low frequency for me, but in general, they're super great and super funny and super sweet people as well. But they have been talking shit about Chris Walker on their podcast like, every other episode for, like, the past year. And being that I listen to the podcast, I'm like, okay, this is kind of getting old. Half the time they're kind of just taking a jab. The other half of the time, they're just referencing the amazing body of work that Chris has put out. So I'm being a little bit sarcastic here, but if you listen to the notorious B2B podcast, I think you'll get the gist of what I'm putting down. And so we decided to clap back at some of the things that they said in one of their January episodes because they had also referenced Passetto and said that they don't even know what we do. And so we leveraged that. And I said, amber leveraged that. I took the spark and turned it into a fire. And it was really fun.
- [31:24]
A
Okay, no, but you were, like, sent me a voice note on Slack on literally Sunday when I don't even think I booked my flight by this point. And you're like, by the way, the notorious B2B podcast is, like, inviting you to their live taping on whatever day it was. And I was like, what? And you're like, I just, like, said some shit in the Slack community and said, like, I heard you were talking shit about our founder, Chris Walker, and like, we want to know what's up and have a conversation about it. Anyways, it was all in good fun. They thought you were being, like, super serious about, like, starting beef and. Which I get because I saw the message and there was no, like, suggestion that it wasn't serious, but.
- [32:03]
B
Except for the memes.
- [32:04]
A
Except for the memes, yeah. But anyways, they thought you were being serious and, like, for real, coming to, like, stir, like, cause drama, and you're like, no, I'm just playing.
- [32:11]
B
There is no Chris Walker Police.
- [32:13]
A
That.
- [32:13]
B
It's not. It's not a real thing.
- [32:15]
A
It's not a real thing. That was cool. We had a conversation with them about Passetto and we did, like, a live teardown of our website, which is getting a refresh in the very near future courtesy of Fletcher.
- [32:26]
B
I'm so excited.
- [32:27]
A
Yeah.
- [32:29]
B
Another reason we really wanted to come down was to meet Fletch. If you don't know Fletch, pmm, they do homepage positioning. And we are going to be working with them. Really, really important foundational work to be doing with the business. And so to meet them in person was important to me because it's not just like a fly by night thing. It's not just like, oh, we're going to go get this agency, this.
- [32:52]
A
It's like, because we've. We've been talking for a really long time. Like, since Chris started this company, it's been a constant dialogue of, like, really honing in on what we do and who our ICP is. And it's evolved so much and we're like, it's time now. We know who we are, we know what we do. We have an MVP of the product that we're gonna expand upon and Fletch is gonna nail it for us. And I'm so excited because I don't wanna just be another agency or another analytics company. And, you know, when the messaging is all really the Same, but, like, not understandable or clear what they do. So I'm so excited because spring is coming up. The conference marketing. The marketing conference spring, which we're talking about potentially going to. And we had said by the time we go to spring, that exercise will be done. So, like, we will have such a sharp pitch going into that, or just like, not even a pitch, but, like, such a different probably way of describing who we are. Because I think we still. When people ask us, like, so what does Posetto do? We're like, if you haven't been listening
- [33:57]
B
to the podcast for at least a year, you might not really understand. But we understand it. But we're so close to it. Our customers do, but we want people to know us for one thing. So.
- [34:07]
A
Yeah. Yeah.
- [34:08]
B
So thanks for being open to that as my CEO.
- [34:10]
A
I'm so excited. It's going to be great.
- [34:13]
B
Yeah.
- [34:14]
A
Exciting.
- [34:14]
B
Well, thanks for listening, everybody. We hope that you got some good value out of. We were recording video, but the sun has been in my face the whole time.
- [34:21]
A
Washed out. There's no video.
- [34:22]
B
So sunny, sunny South Florida.
- [34:26]
A
I hope people can hear the birds in the background.
- [34:28]
B
Yeah, they probably can't. So we're going to be creating more fun content because Carolyn and I are fun and we're excited to share more about what we're doing in the background at Pesetto and take you on this journey with us.
- [34:39]
A
I know. I don't want to go home now. We're having such a great time.
- [34:42]
B
Right. But right now, I think your flight leaves in literally two hours, and I
- [34:46]
A
can't miss it because I got to get my kids from school. I'm on pickup, so I can't be late. I can't get stuck in Florida. Yeah. Oh.
- [34:54]
B
But while we're going through this process of reevaluating our messaging, send us a message and tell us what you love about Pesetto, why you even listen to the podcast.
- [35:05]
A
Oh, I would love.
- [35:08]
B
And tell us what you think is unique or different, what comes to mind for you, and we can actually. We'll leverage that. And maybe we'll.
- [35:16]
A
We always leverage that. Learn so much about us, literally, not through us, but through the voices of the people that are listening to us.
- [35:23]
B
Yeah. Thank you so much.
- [35:25]
A
Yeah. Awesome.
- [35:27]
B
We'll see you maybe at the next event. Woohoo.
- [35:43]
A
Sa.