Diversifying Into Alternative Channels For GTM

Founder of Blueprint, Jordan Crawford, delves into the strategy of diversifying into alternative channels for GTM. Show NotesConnect With: Jordan Crawford: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical lifespan of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro and joining me today is Jordan Crawford, the founder of Blueprint GTM, which helps companies target prospects the exact moment they have their problem. And today, Jordan is going to explain how you can transform your go-to-market with intelligence hiding in plain sight. Moving on to our next question, double down or diversify? Are you doubling down on email outreach or diversifying into alternative channels like influencers or paid social for go-to-market?

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  Diversification, of course, because I think that if you know who you're talking to and you know why you're talking to them, the whole value of that is that you have a very specific segment and you want to diversify that message across channels, right? It's like, look, if you want to get to me, you're going to go either the cheeseburger shop or the ice cream shop. But if you're going after other people that aren't me, they may be at the gym or at the pool or something. You have to make sure to hit them where they are. And I'm really bad at my email. I had a customer on LinkedIn, "Hey, I'm ready to pay you. How do I pay you? You're not responding on email." This is like an awful thing that I should have been in a podcast, but...

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  Oh, Jordan.

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  Yeah, so I'm doubling down on diversification.

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  It's funny because I assumed that you would have been like, nah, email is still the most direct form of communication and then maybe LinkedIn, but spending money on paid social, you're using all of the other channels and you're not really certain. Before, when we were talking, you're like, yeah, the old way of thinking was you give Facebook money and they go try to figure out who might click on something.

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  Yeah, but what I'm talking about is this is a reverse of the way in which you think and you can deploy the segment across channels and that's the most effective thing, right? It's like, no one goes to Safeway and it's like, I'm really hankering for some RC Cola, even though it's the same damn thing, like it's the same damn thing as a Coke. And the difference is that you pay $5 for the Coke and you pay 50 cents for the RC Cola because Coke has, is everywhere. You just know it. The thing is that I would rather be everywhere for the smallest segment that I can deliver the most value that when they get my email, when they get my LinkedIn message, when they see my ad that they're like, I don't know where I've heard about Jordan, but I have heard about him everywhere. I hear everything. Isn't that your brand name?

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  It is. I'm diversifying too.

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  I hear everything everywhere. You just add that to your name.

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  That domain wasn't available. All right. And that wraps up this episode of the MarTech Podcast. Thanks to Jordan Crawford, the founder of Blueprint, for joining us. If you'd like to contact Jordan, you can find a link to his LinkedIn profile in our show notes, or you can visit his company's website. It's blueprintgtm.com. He's also doing LinkedIn Lives for the Cannibal GTM every Friday. They're totally fascinating. You should absolutely check them out. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed every week. All right. That's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the MarTech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.