Return on Relationship With Sangram Vajre

Sangram: Podcasts and relationships. No, really think about it the best podcasts the ones you really like to listen to are all about relationships are built upon authentic genuine unscripted conversations. You can feel the energy of a conversation you're listening to your listening in on a relationship actively being formed or strengthened you're being invited to eavesdrop. How cool is that also the most engaging podcast speak to you like they know you because they do the best. I cast know their audiences and build relationships with you as their listeners because they seek first to serve you not to talk at you. It's a big difference maker that you do if the listener can really here.

Sangram: Relationships how can you make them more Central to your podcast? I'm Lindsay text, CEO and co-founder of Caston the podcasting platform for B2B marketers, and this is our podcast.

Sangram: The flip my funnel podcast is one of the most successful B2B podcast around could be because it's a daily podcast could be because it's brought To Us by Terminus or because the host terminals co-founder and she's evangelist same from vert created it with relationships.

Sangram: Relationship with a guy relationships with the listeners even relationships with experts who helped make the show happen when it comes to podcasting as mangrum Hilda. It takes a village my set. So with that. I'm so excited to welcome to the show the host of the flipmyfunnel podcast and fun fact one of our very first customers that we got started with your it casted sangraam there.

Sangram: I'm saying I'm here. I'm Diego Padres Chief evangelist year at Terminus and the founder and hosed off the flip my phone podcast and how did it get started? So fuck my phone as a community was gold or started four years ago podcasting begun into Liberty January 1st. 2018 is when we launched our podcast and he said we're going to go daily for some weird reasons and we haven't even now hard to believe. It's almost going to have two years now and it was all started with like I'm having these incredibly amazing conversations with people internally in the office with customers with future customers with influencers with absolutely so much amazing stuff.

Sangram: I'm like why not just recording this thing. Like this is amazing. This is good stuff and we just kind of started that I remember like the first probably fifty or eighty episodes was just me interviewing half of my company and putting it on the podcast saying, "all right, you just went from SDR to AE. What what did that take for you to do? What skills do you need to be that? You just moved from marketing to sales, how is that even possible? Why did you choose that? And what's interesting about just podcast in general is that because you're having a conversation with another person you're not scripted. You're not trying to be something else. You're just talking over a coffee and if you can be natural enough to ask questions and make a conversational you be surprised what you got out of it. sub for me. The Curiosity was really I just was having great conversations and I wanted to find a way to pull it together that could turn into the way I described it.

Sangram: Flavio off content for the company for Branding or strategies like in every way possible shape and form I had was the beginning quite often. It's much more structured and unscripted than that. But I loved it sounds like yours is really organic and just kind of happened to be scripted. I'm personally Not Afraid scripted person even any presentations I do. I just have a story my mind that I want to share and that's it. So a lot of it was like, oh Amanda just became nae and she's been crushing club or last 3 years. The company's how did that happen? How hasn't she can do it. So that's really dumb the debate topics. I'm not I didn't read more questions for her. I just wanted to have that conversation would literally would say I was just talked about this and I'll just hit records and

Sangram: Questions with Blow from the response and then slowly or beerus time. I started to create this more of like, all right, I need to open up with something that will break the ice for the comedian get to know people better. So I would say it was a fun one fun fact about you and that would be something but open up now and then the end of feedback I got was hey, this is Greg good conversation, but I don't even have any takeaways from it. So I would try to summarize two or three big ideas from it. And then ask the one who I'm interviewing to give a challenge to all the listener so they can have it take away and they can do one thing from that episode. So nothing from a structure perspective. Those are the only couple of elements that I introduced but the middle part of the meat that I wanted it to be ass conversation as possible. So that its never never become stale. It's not me. I never know what I'm going to ask in the first and doesn't know what they're going to respond to.

Sangram: Some really interesting conversation bigger because it's not it's not scripted. So it sounds like it came together pretty organically pretty authentic Lee. What did they look like from a lunch perspective? Cuz there's a lot of really great advice about in a build build your audience build a community have this big launch plan how to show flow have a format and you did have my federal Community. I'm assuming that was a big part of it. But how did this all come together if it was very organic and authentic. What is how did that translate into launching and building an audience? One thing I did realize in the process was because marketing and everything you do people try to do to just have an r y on everything and I look at this as an auto baton on relationship as opposed to return on investment and then I can go deeper on that in a minute. But this is this is really what what I want to do is so what I realized.

Sangram: Just just naturally on this because I'm at know how I mean in marketing and I know how things work day that this will become somebody's like second job never be there first job. As long as the company's fully funding is NOS Da Vinci at some point to do something else over this because there's no direct correlation to show for it in many ways and it's there are but there is it's hard to shift for that in the very early days. So from day one, I did not have a single person or company involved in producing yet. I just sold it to Sweet fish media James and I became really good friends private that so I literally called him up and said dude, you know, you do everything so they were added to the audio engineering ever put the intro outro all that stuff. All I did that from day one has been really focused on creating incredibly amazing your point authentic conversations.

Sangram: Beatbox really focused on that and everything else but that that comes with podcasting and maybe that's that's a privilege that I had. I just Outsource Ted to do than agency. Just knowing that this would never be a number one priority for a company even today like fight if you have to face one of the three things I need to do the truth is we would want to focus on either having driving business forward and love the most immediate term things that we need to do and podcast is a long-term thing. That's why I called anyways to give me an example. I just interviewed a few like I think eight months ago or something Julien Gardener who is one of our customers with Thomson Reuters. Now everybody in the world knows Thomson Reuters Big Brand and I just happened to interview her because her title is a BM. And she said on the podcast wind rate is 90

Sangram: 5% is 95% of my grade. I went to the Cs team and said CSM. Did you know that a couple of our customers their win rate for their campaign is 95 so and it's too we were able to use Snippets of bad for all kinds of conversations for internal and even today to use it. I used her content and have her come to the office and better than all hands with her because that just immigrated everybody in the company. Like wow fantastic. God bless you or story in my latest book. If you miss me to be one of the stories of the six stores that we have in the book is her story. And then now she's also speaking at all her conferences. So to me if I have to look at Roi of this thing, this is off the charts and that's why I look at is in our liar.

Sangram: That happened just because we happen to have a conversation openly with no script and talking about how is she doing? How is she driving around me? How is she thinking about a BF and example of many things that are having his local check my gosh that is so huge and is made up of a bunch of singles music of a podcast is is the same so it's one episode really is a whole bunch of Snippets a whole bunch of really great comments and quotes and put some clips that you can use in other ways. So as a marketer like to just leave that on its own and say if you had his head that conversation and told her to listen to your podcast, that would be great. But instead look at you had that conversation and you used it in Myriad ways across a bunch of different channels including in person by bringing her in and having her tell her story and to your point.

Sangram: If you would ask her hey, can we do a case study for small she or her legal team might have said no, but you know, you had a genuine conversation with her where she was happy to share information which one on to just explode in a way that was huge rear end.

Sangram: Emanated out. Ultimately. I feel like it is it is it is hard to gain get into something that you don't know what the results are going to be. Like I never thought that's what would one of the stories that would tell us about side of that. Like I get to interview Seth Godin and Daniel pink and the relationships and the brand values that are needed for permit test in NJ bear has been investors that we had. I mean it all really just a little bit of time that's flywheel. If you really love her just the right way. It is yuge and mow the funniest thing. I will say this is that hey if you ask for somebody to do like you get in front of them have a 30-minute conversation podcast.

Sangram: Glass companies really do Wedding March Focus targeted interviews with with some at intention of like a building a relationship for sure and that's not there. You going to lose in the long run but also to just let get in front of them in the right way is because he can

Sangram: you mentioned sweet fish on the agency to be used to produce the show and their partner of ours. We love them to do great things. We also partner with with other agencies that it's important to get into kind of different options that are out there to marketers for extending shelf. First of all, you do not have to do it alone. Right? Probably shouldn't and to there's there's a lot of different options when it comes to eatin season support partners that can really come in alongside of you and help you meet the goals of what you're trying to do, whether it's process or time or the amount of focus your energy that you can put towards the show and you're looking for all together. So tell me tell me about your experience there and what kind of advice you would share with markers that are kind exploring those options for like almost two years now is just being Stellar in and I felt like I'm so glad that in hindsight like that was the best decision I could have made because this would have been honestly snapped off.

Sangram: Even have to tell me that if this was an internal project, this would have been really hard especially trying to think about trying to do a daily. Like that's just not not somebody without having a full-time person. What would what's interesting about Hiring Agency for something like that? It is just having a wedding to your set of responsibilities out for me. I didn't want them to find me speaker. So I don't see what use agencies to do that almost all the full hundred or so interviews. I've done almost every one of these people are I know them or I have been introduced to them by someone at these our conversation I wanted to have now is your building about gas for the from the other reasons like it's totally cool agencies who would find people for you that's have interesting conversations. I just subscribe to the fact that I don't have great conversation with people I know so I can dig deep into it and I want to have

Sangram: Authentic original conversation with them so I subscribe to the idea of like I will not use any agency to find people. I'm just going to use my network to find interesting people and didn't matter really interesting and very important person connection and family agency perspective. I want to James and team we handle end-to-end Logistics. I do not want to post I don't want to think about audio engineering. I didn't want to create a blog and write I needed them to do that and I just want you to do anything other than having important and really really great conversation. So I know there are people who are doing some internal some external. My recommendation would be if you are going to commit to something one figure out the consistency what once a day or once a week or twice whatever that is, but don't make it based on where your availability of doing all the time.

Sangram: Because to me, I honestly literally have them and the whole year and almost half of next year already planned on using the podcast and I'm having trouble figuring out even though I'm doing a daily just because of the type of conversation all the communities involved and we can even I can even share later on if you want how each day is different so you get a feel for it, but there's so many ways to do it but having a partner like Swedish Media or person that would do it all I really need it and lastly Island via felt like I needed someone who really understood this without me trying to understand it everyday and I see a lot of people I know who started after 7 episodes dropped off for 10 weeks dropped off just because they just got like, oh my goodness have to post on all of these distant 80% of their time on figuring things out as opposed to spending 80% of their time finding incredibly amazing Converse.

Sangram: So I just opted it conversation first engineering job. So whatever. I always Outsource everything that I'm not good at and somebody is there life in blood that the job depends on making that good. I think that combination works really well and I I can I can say the exact same thing and you need to I just said you agree that one of the first things you need to do when you're saying let's your brand podcast is understand one like what that means to you and understand why you got to get on the show into it take an inventory of what you're willing to do what you're not willing to do whatever time you have expertise. You have what you want to learn what you don't and then find that partner at which is going to be different for everyone depending on the kind of show you want and a kind of expertise in time to bring to the table and also investment you have but I I couldn't agree more and focus on what you're good at and don't put it all on your own plate cuz that's it's a lot to take on in those Partners. Like you said, they they live and breathe it and they can really be the difference between

Sangram: Being okay and being amazing.

Sangram: Alright, so tell me a little bit about you mentioned how every day is different. I don't want to dig into that. So what does it look like and how are you? How are you changing things up? So yeah, I don't got locked out with that. So The Daily Show doesn't mean I'm doing a daily and and maybe I'm taking a different approach around it. But The Daily Show means that there is something dead people commute daily. A lot of people work out daily. I wish I was one of them work out a regular basis missing every day. So my initial e the reason I walk today was like hella this needs to be part of everlasting people's could be if it's good quality and there's nothing better than being the head of near in the morning or the evening when they are as if that's what they're looking for the way around

Sangram: Go to work everyday. So that's one of the reasons why I wanted you to daily but every day's a different day. And the reason I'm not doing it daily why I have is once a week and a half until stack a whole bunch of things. But every day's a different day. So Monday or typically the days where I personally am interviewing somebody like for example this week. I am. Nancy thought that he was the Praxis a few months ago. So I interviewed her for Monday so that he has enough time to Great Lakes and Broad and all that stuff to launch. I'm saying that then Tuesday, I think you know this on my podcast I said that because one statement every time it just the. Of community.

Sangram: Simply a commodity believe that that's why I exist that's really boosted the growth of terminus in the early days because you build an investor in the community. So Tuesday, I literally offer I give the mic to somebody in the community. So who's the president of discoverorg erased on every Tuesday in Dewitt for different people on how you transition from a CFO to CEO or John ruge. He just interviewed for This MC else to talk about cadogan leadership. Are you ten Grand Theft Auto V P of marketing at bom bom on the podcast talking about evangelism. So I literally open up the community without you. This says it's not a sangraam show. This is this is really important for all of us to be Tuesday. I literally have that's why I said up to next year people lined up for each month to go ahead and do that.

Sangram: And then I once they do the interview, I'll literally give everything just like I do justly fish medium. They create all the stuff. So it's a win-win situation from there. You don't have to worry about doing it and I don't have to worry about constant everyday and I'm animes where the typos on the quality of information if the interview is Tuesday Wednesdays. I don't think you live. So we just played a recording of Lincoln Library RI on Thursday conference or last ten conference's so we have over a thousand or so recordings from the event at the end of the definition of the sneaker, which is in really high quality audio of their session on Thursday. And then Friday, I'll give you a spy minute one big idea. What is top-of-mind for me something that I'm really trying to improve on as I would have words. I'm using what's happening in the business something that's really person to me, but

Sangram: 527 minutes without any time of the day. So personally, I'm only messing maybe an hour a week or the daily podcast to happen and the Community Conference and the Lincoln live all these things are just not parts of the pieces that make this wheel run the way it's running right now. It's so fantastic and production but also in content creation, you don't have to do it all yourself and maybe that doesn't work for everyone but it's something to consider like how can you bring other people into this and really make it a community effort?

Sangram: I've been privileged to have a platform like that to do this thing and I look at this and say oh my goodness if he can allow other people to get it tasted and I can be a reason for them to heal and then some of those that like for example steel at he just did a full one like having two months series on account-based marketing principles and interview the whole bunch of people he felt so good. He just now wants to school podcast episode of Toronto called out for marketing or something like that episodes in the future as it goes as podcast, but he but he put it on LinkedIn like this is the process. Yeah. Absolutely. I love that. There's doing there so much spacer for everybody right and all the more reason to just be authentic and be genuine and have great conversations with people will be compelled to listen in on

Sangram: Have you done a ton of shows? What how how many at this point? Like, what number is Char you on right now? Awesome. So how is that impacted you like? How how is that impacted? I mean obviously it's an impact on your brain and personally or professionally on the business. What has that looks like for you because a lot of the speaking that I guess lately they know and they have been following us of my final podcast because the continent recreate on the podcast. I put it on LinkedIn. I post something everyday that something that something I also started doing since 2018.

Sangram: That does ideas popping in my head share with the world as I go on. So all that has left you chance of speaking engagement at 1 one of them like this year. I'm speaking about 30 different events, but one big one that came in for May of 2020 is liter gas and I don't know if you know about the gas but gas like they are like the world's largest one-day leadership conference and the only big speakers that they typically have to come speak and they have been following my journey for the last 2 years, which I had no idea about Angelica Hale off, you know, you're connected to bring people you have all these great content ideas ideas. So it's like I give credit to people with him.

Sangram: And then there like we would love for you to come be one of the speakers and that is that is like a hundred forty thousand people are so watch it live for that one day across continents are things like that again. I think the RoR on that one is just Spectacular Now you can pay money dude organic conversation with Seth Godin or Daniel think or Kim Scott or Nancy or anybody but now we have a relationship with them. So I'm able to use them to help me give a quote on the bus. So personally lot of bad the speakers on the podcast. I have them essentially read the book before we launched at ATM is B2B already in the September and they give a quote and that let you all these different.

Sangram: Conversations at the axe the amount of things that it is her percent up to you how you leverage that but if you believe in Auto are then you would look at this and saying this is greater than any amount of Ry that you can create any marketing or company camping with a f a reason why I think I became a better evangelist a better speaker. I would also say that it just the rhythm and the the the sets that raps that you put in you just become a better person that having conversations on on your feet. So I think all of those angles I think it is just help me be a better better overall leader in the company and outside.

Sangram: That's it for today's show. Thank you so much to today's Gaston to learn more about them and see casted in action with clips of today's show and related content visit casted. Us. Thanks so much for listening.