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00:00:00
00:00:01
Seth Nagle
52 Plays1 day ago
Thanks for listening to our episode with Seth Nagle.
To keep up with or connect with Seth:
✨ Seth’s LinkedIn: https://www.linkedin.com/in/seth-nagle/
✨LZC Marketing’s LinkedIn: https://www.linkedin.com/company/lzcmarketing/
✨LZC Marketing’s Website: https://lzcmarketing.com/
To stay in touch with Meredith and Medbury:
Follow Meredith on LinkedIn: https://www.linkedin.com/in/meredith-farley/
Follow Medbury on Instagram: https://www.instagram.com/medbury_agency/
Subscribe to the Medbury newsletter: https://meredithfarley.substack.com/
Email Meredith: Meredith@MedburyAgency.com
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Transcript
Introduction and Guest Background
00:00:02
Speaker
Hi. How are you doing? I'm doing good, Marith. are you? I'm good. I'm so happy to get to have this conversation with you and really appreciate you joining.
00:00:14
Speaker
Before we totally jump in, can you just introduce yourself, say who you are, what you do? Yeah. So it's great to be here. My name is Seth Nagel. I run a boutique HubSpot agency. We go and fix those disasters of HubSpot and help people actually get onboarded.
00:00:32
Speaker
implemented and using HubSpot to fit their flow. Before that, I cut my teeth in about 12 years of B2B growth marketing, jumped all around that, and then got into product marketing, content, and then decided set my own agency.
Career Path Similarities
00:00:47
Speaker
So it's been a whirlwind of the past two, three years.
00:00:50
Speaker
Thank you. It's funny. I feel like I know we've talked in the past too, but it's like you and I have somewhat similar career trajectories. We both spent a long time in B2B marketing. You eventually, we bought into product marketing content.
00:01:03
Speaker
You started a boutique HubSpot agency. i run a boutique LinkedIn agency. It's about being boutique. That's the trick now. And though like I guess if it's interesting for folks listening, the way that we first met each other is we both work for one particular client and we were having some discussions about how to integrate the work you're doing on HubSpot with the work that Medberry is doing on LinkedIn. And you had some really great ideas. So a big point, I want to use this conversation to talk about you and the work you do.
HubSpot Partner Discussion
00:01:35
Speaker
I feel like so many people need a good HubSpot partner in the way that you are. And then also to talk through the webhooks, the Zapier of it all, and what if people are investing in LinkedIn and they have HubSpot, some of the quick tips and tricks for integrating those two bits together.
00:01:51
Speaker
But before we really jump into all of that, You just gave us a little bit of an overview. How did you get into this work? What was your career journey like? Tell me a little bit more. Yeah. Everyone goes to school to B2B marketing. That was my major there back in the day.
00:02:06
Speaker
And i think I really got into marketing. I always had that passion, right, for like being creative and thinking out outside the box. Sales is great, but marketing, you really get to challenge yourself, I thought. And when I left college, i got a great opportunity to become a marketing coordinator at a construction company. So I got to market asphalt, concrete, and fencing, like the sexiest things you could ever imagine.
00:02:30
Speaker
And, uh, got really to learn how to market right B2B. And I think that's one of the biggest challenges. No one actually understands unless you've been in B2B, like how to approach it because it's it's different than B2C.
00:02:43
Speaker
And it's that balance of you want to be informative, but you also want to provide education on material and get people to buy in, but you can't sell them with the emotion that you can in B2C.
00:02:55
Speaker
Going through that course and doing the construction and talking to a bunch of property managers, I really understood how to create copy, how to do you email marketing, how to create social content that resonated.
00:03:06
Speaker
right And then they would jump in, they would respond back and engage. And I found this cool little niche like this B2B world. And it's been very unique, but it's a small group that we've
Transition from Construction to SaaS
00:03:16
Speaker
built around. right and i think As you get more involved with it, then you can start to branch out and get into like the product marketing of the world and get into social, get the content, and then take one step further, actually managing a team. And that's where I switched over from running marketing a construction company to the SaaS world.
00:03:35
Speaker
And that was a little bit different, much more agile development process, more in great with the technology, having to learn more details about not just the details like asphalt concrete fencing of what goes into a good seal coat. But now we're talking about What's a native integration look like and how's the UI and the UX integrate. And so it was just learning all these things, and marketing and getting opportunity to really dive into it and asking those right questions. So I think that was a big challenge of getting to B2B and then learning from it and then just been accelerating in our career since then.
00:04:08
Speaker
But I would ask you similar, like how did you flow into the B2B space yourself? I started there. So I was a writing major in college and I had a PR internship at Boston PR agency. I graduated in 09.
00:04:24
Speaker
Got the PR agency internship midway through my senior year. And then the financial crisis happened. And when I got there, half of the office had been boarded up and the trajectory of the internship role into a paid associate role in the fall, they were like, we forgot to tell you, we're not doing that program anymore. So i was like, okay, I need a paying job.
00:04:43
Speaker
And I was waitressing and then on Craigslist, got a job for a copywriter at an agency. And I stayed at that agency, which was B2B for an absurd amount of time, like 14 years, but it was the dawn of SEO content. And so the agency grew a lot and became global, and then I was the chief product officer for a few years. And then I was the COO for the last four and a half years I was there.
00:05:06
Speaker
So I really feel like I got to grow up and watch the B2B space really evolve. Like it's always changing. And then when I started Medbury, I knew I wanted to start a creative services business in the B2B space that was focused on some of the markets that I felt like I really knew, which is tech, SaaS, ad tech, fintech.
00:05:29
Speaker
A lot of our clients are tech adjacent and tech. LinkedIn was just because the last year or so at that agency, everyone was asking me. A lot of G chats from project managers, sales folks saying like, hey, clients are really curious about what we can do on LinkedIn because it was like becoming a platform that people understood to be powerful.
Challenges in B2B Marketing
00:05:48
Speaker
But there wasn't a lot of understanding of, how to actually make stuff happen or how to integrate it into your marketing funnel or should we be posting from people's accounts or the brand page or why does nobody like our content and this feels like a waste of time etc and so i realized there was a nice white space and that there was no really good both strategic and white glove level service that you expect from a b2b agency but also doing the creative thinking ghostwriting the really strong content From a creative side. So that's what that's how i got to Medbury. But I do feel like what you said around the how B2B is so different, you can't sell with the emotion the way you can for B2C, I think is interesting.
00:06:29
Speaker
feel like there are so many... I don't know. Like, I feel like there are all these like posts out there. That's like B2B needs to think more like B2C, like it's still people, but I actually really agree with what you said. I'm like, it's very different. And emotion is not going to do it in the same way.
00:06:43
Speaker
You got to educate, you got it to process. Yeah. And the other part too, is you never have enough time. So you're talking to customers, you're doing a cold or you're doing a cold email. They're not expecting.
00:06:55
Speaker
your email to come through. And remember like their jobs on the line when they're putting in $20,000 proposal, right? So their leadership team, of like this is what we need to switch into this new software. And they're like, why?
Evolution of B2B Marketing
00:07:07
Speaker
you're like,
00:07:08
Speaker
don't know, feel good about it. Right. Exactly. so When you look at it that way, I think people start to understand, okay, they like a different approach to it. And then i was laughing though, because to your point of watching how LinkedIn has evolved in our space, yeah, like we got thrown into the mix and everything that I've learned, I'd never talked about in college.
00:07:28
Speaker
I never in high school. We didn't even know what CRM was in college. Kind of had an idea of what Salesforce was, but not in the cloud. And so I think in this space, the cool part with all these B2B marketers and sales reps is that everyone's been learning on the go and it's very constant and you have to be out there. I think that's one of the unique aspects of just marketers in general is like, you have to be creative asking questions. Otherwise, it's really hard to keep up. And the way that technology is constantly advancing you're either on board you're not, even with like the whole AI trends, like you're headed in the sand you're like, we're not gonna use AI at all. Or you're like, let's see how we can implement it. How can we actually have it benefit our tools? What are people using it for?
00:08:08
Speaker
And we're seeing now like a schism in our customer base that people are looking for, like we wanna use AI in HubSpot. How do we do that? We wanna use it in our BD development process. How do we actually get better leads brought in?
00:08:20
Speaker
We hear it, we hear about, but like, how do we do it? And that's the exciting part. So it's almost like a challenge every day. So some people love that. other people are like, i have to learn something new again. they're like, yes, constantly trade shows, webinars, partnerships, because that's what you learn from other people.
00:08:35
Speaker
And then as you mentioned at the very beginning, right, we're boutique agencies. We're these little niches. And I think that's where the trend is going more of because we can be highly specialized. You know how to operate in LinkedIn. You know how the algorithms work.
00:08:50
Speaker
And then it's different than how they operate in TikTok and how they operate on Facebook. And so when you become these like systematic experts, there's so much more value in there. I think more B2B brands are seeing that and buying into that and getting away from the big umbrella agency that's just, hey, we just need to do everything now. Like, no, we need to do some very specific tasks in these channels. And we want the experts in those spaces to be able to help us achieve those. And that's the really good conversation we've been having.
00:09:17
Speaker
Yeah, I agree with all that. Can you talk a little bit about the clients that you work with and the kind of ways that you support them, what your work is looking like this year and into next year?
Founding a HubSpot Agency
00:09:29
Speaker
Yeah. So when I first got started setting up LCC, I was on Upwork.
00:09:34
Speaker
Oh, wow. $20 an hour learning HubSpot. Like I used HubSpot before and I used it all the startups. And my role was always like jack of all trades. But HubSpot was one of the tools that we were all in on.
00:09:46
Speaker
And then when I set up LCC, originally we were doing growth marketing. So we were doing email, Google ads, ah SEO, and just, I had a client doing a little bit of everything and it was just too hard to keep up. So we just went on HubSpot. and then as I focused on HubSpot, that was kind of the small niche that we started building around where we were working for professional service companies.
00:10:06
Speaker
They were doing a lot of marketing and sales. They had either three or four marketers, five, six, seven salespeople. They were trying to connect the two and have easy hands off from sales and marketing and build this whole customer journey.
00:10:18
Speaker
Right now we're working with a lot of premium finance companies. We work with some real estate, some actually in the cannabis sector and even in a lot of the B2P fintech space as well. So we cover whole array in the industry space, but the thing I'm finding is our clients all start a little bit differently. They all go to market a little bit differently.
00:10:38
Speaker
And their end results, though, are very similar, where they need the dashboard, they need the pipeline, they need reports showing how their leads are getting qualified and their journey. And so we've been working with our clients starting this broad spectrum. We listen to how they operate. And then we customize HubSpot to fix that flow. So when they get to the end goal, it's all similar things. They all have their similar dashboards that they're able to access.
00:11:03
Speaker
And now that we're going in towards the end of this year, beginning next, there's a lot momentum, I think, of organizations trying to see value now in like the system approach. yeah They know they need CRM.
00:11:15
Speaker
That's not a question. They know that they need something that can help automate and then they need to integrate with the other tools that they're using. These days of like independent data silos are getting more and more pushed out because you want your information to talk to each other so our clients are saying hey how do we connect all of our systems are the tools that we can use and hubspot being a big one so we're getting them built out and then the phase two going into next year is now what do we do with our invoicing how do we bring invoicing and accounting into the mix what can we use now how do we bring in our contracts with panda doc docu-sign how do we bring those into our crm So now we're starting to build up these really cool structures and systems for teams across all B2B space and pulling them all together so that their teams are now able to operate more effectively and they're spending less time like in the weeds and more time actually doing their roles while everything else is happening on the back end, which is really exciting.
00:12:09
Speaker
Yeah, that's very really cool. It's funny, I feel like you probably come in when they're in a very early nebulous, just getting their stuff together phase, and then you can kind of see your clients through significant scaling, I'd imagine.
Integrating Tools with HubSpot
00:12:22
Speaker
Where is that? Ideally. Yeah. Yeah. Ideally, because sometimes they'll come in before they start with HubSpot, which is ideally the great. So if you're thinking about HubSpot, that's the best time to come in because then we're able to build an architect the system, how it fits.
00:12:38
Speaker
The other time they do it is they come in to us a month in or like a year in and theyre like, hey, we got it built in-house. We have no idea what we did. Now we need to work. And then we're like going upstream kind of trying to rebuild it.
00:12:52
Speaker
And they're still using it while we're actually building it. And then we're fighting, not fighting is the right term, but like going to a sales, talking about the ownership, leadership, what they need. it's just, it's so much more. So if we can get it from the start, it's a lot easier.
00:13:06
Speaker
And then we can scale them and show a phase one, phase two, phase three, and there's success. If they're already in the middle of it all, it's just a different approach. We just come in more so like holding our breath because you don't know what's underneath the system, underneath the data.
00:13:21
Speaker
And so we just got to be more cautious and see how is everything is built out, connected. And we ask a lot of whys, right? think that's one of the things that a lot of larger companies don't do. They don't ask, why are we doing this? Why is it set up like this?
00:13:33
Speaker
Because usually there's a reason. But then you got to connect those dots and still make it flow, which is a challenge, but also exciting to figure out how to connect and make it so that teams all continuously working versus just coming and being like, everything you're doing is wrong. You need to stop and you need to exactly like this.
00:13:50
Speaker
And that's what more traditional agencies have seen done. And it doesn't work well and no one buys into it And the moment that contract is up, they're back to square one. Yeah. is it one I feel like CRM, Housebot, like,
00:14:03
Speaker
Some of those integrations all make sense to me. One thing I'm just curious about is, are there good project management HubSpot integrations? And if so, do you have a favorite tool where you're like, yeah, it's like Asana or monday.com is the best bet if you're also going to be using HubSpot?
00:14:17
Speaker
it comes There is native integrations that plug in and we set up a few where once the deal is marked as one, will then spit out all the information to Asana or Monday into those tables and then assign it to the team members. So it's actually really crisp and clean. It comes back down to like whatever they're using.
00:14:36
Speaker
The one thing with some of the integrations to just to be mindful of is, and of people forget this, is like, Dropdowns and those connected fields are like the worst things when it comes integration because the moment you change one thing, it breaks.
00:14:49
Speaker
So you want to have like single text fields to send that data out into the systems and you don't run into issues. So when you have a lot of dropdowns outside of HubSpot connecting with them, you just to make sure that stays clean. Otherwise, an intern comes in and they update a few fields. Next thing you know nothing's coming through.
00:15:05
Speaker
And the HubSpot will always try to like pull in project management. There's a project management beta tool that they have right now, which is cool. You can you actually, people like it, but I think it's one of those things where people are already happy with what they have right now. And so they're just looking to connect, like you said, their team is built in using Asana, Monday.
00:15:22
Speaker
They're happy with it. So it's a smooth connection to bring that data over. And then you can also put in parameters. So different types of deals can go in different areas and help automate that whole function.
00:15:33
Speaker
I might have the offline chat with you. on it We've got monday.com and I'm like, I think we need to get rolling with HubSpot. There's an opportunity there. Yeah. Well, first brought us together was my LinkedIn work, your HubSpot work, obviously. And I wanted to just talk this through. i feel like I should do a whole content people episode about Dripify and how Medbury uses it for LinkedIn. But...
00:15:54
Speaker
I want to start there because it's a cool tool. There are other tools that do basically what it does. But for MedBerry, this has been the one that we like best and that we use with clients. You can hook it up on the back of LinkedIn profiles. You can do things like create sales navigator lists of 2000 people and set up for a CEO to be automatically connecting with those ICPs.
00:16:17
Speaker
You can run DM drip campaigns. You can automatically like content from certain people. You can view their profiles. That's probably the most of it. You can create very creative, unique sequences. That's a mix of all of those actions.
00:16:31
Speaker
And for one of our clients, we were running a Dripify a campaign and we're talking about creating more robust one for next year. And they were like, you should talk to Seth because he does our HubSpot. And is there a way these can connect and integrate?
00:16:45
Speaker
And your answer was absolutely, which is super cool. So I feel like I'd love to just chat about that for second. I, to me, i loved our conversation. It got my head thinking to you about different ways.
00:16:59
Speaker
that I feel like I would recommend an approach like this to almost any client that is investing at all in LinkedIn and has HubSpot in that one of the biggest challenges some people find with the LinkedIn or I suppose any social campaign is you can, there's metrics up there, but sometimes tracking the results of the work you're doing and bringing folks down funnel in a controlled way is a challenge.
00:17:23
Speaker
And there's ads which can help with that. But some of the Zapier connections and the webhook options that you figured out for how Drip can connect with HubSpot could really quickly make it so that if somebody accepts a connection request and replies to a message, they get pulled into HubSpot in a really helpful way. So like, could you talk a little bit about that? I'd love to hear you. Outside of it, it's cool.
00:17:50
Speaker
I like how when you're going through like the drip-up-fight benefits, like this is all that does. That's amazing. Yeah, it's cool. All that. It sounds like it's a little marketing intern doing all the work that you need to get things knocked off.
00:18:02
Speaker
But as you mentioned, the end goal is like, how do you connect these and manage and bring it all under like one roof so that you know where those leads are coming from, you know what marketing activities, because right, we also we want to track where these things are. And the moment you have multiple data silos,
00:18:18
Speaker
Who knows? And it's really hard to go back. And next thing you know, as a marketer, you're spending hours going to your old data systems, trying to pull these like old lists, upload and see which ones actually convert.
00:18:28
Speaker
What was exciting when we' were talking about this was i was like, all right, well, with Tripify, you actually get access to a pull in the webhook. And they actually have a couple that you can choose from based off the actions completed. And then we set up a simple zap that runs. And so as that webhook is activated, this app then triggers and then pulls in the contact information right into HubSpot directly. And then from there, you can actually track it from the inbound channel. So you have that information coming through. And then you can have a BD rep get an alert. And to reach out right away because, again, this is the nice part is
00:19:05
Speaker
with what you guys are doing, you're having this natural organic conversation relationship that you're building. Last thing you need to do is have a rep jump in and call right away and like just kind of throws it the next.
00:19:16
Speaker
So the thing now is you can test and adjust your strategy so that lead comes in. delay it for a day, right? And then maybe it's a really soft outreach that their sales rep does and just touches base.
00:19:28
Speaker
And you could add them into a sequence so it's automated at that point so that they're not mainly have to do it every time, it just drops them in. And then once the email is opened or a response comes back, they get the alert. And like the whole goal with this whole process, you want to make it beneficial for the end user.
00:19:43
Speaker
you want to make it easy for the sales team. And now we're just like connecting the dots. And the nice part here is once you do this a few times, you can do this across other systems in HubSpot. And then you can always ask what's next and build these more complicated systems that really are unique and provide a great user experience. And so your sales cycle gets expedited faster because now you're bringing in leads, you're scouring the LinkedIn, you're engaging with them, and then your sales team already warmed up or has already warmed them up. So now they're already having that conversation. so
00:20:16
Speaker
There's some really neat things that we've built, right? And then the next part there is those data points that we want. That's when we start adding in additional fields if you need to segment out the groups. And there's a lot you can do within the HubSpot and other CRMs as well.
00:20:28
Speaker
But that's the part where you can then start to really have fun with it and become more creative and more specific in your outreach. Yeah, no, I'm so enamored with the process. And I feel like it's a very cool way to unlock everything that you're talking about. And I think too, a really cool way to, I'm saying the obvious here, but I know sometimes people find sales navigator and LinkedIn, like a challenging tool in that there's so much info. There's so many people that you can, there's so many lists you create, so many ICPs that you can kind of like, it's the info is so malleable, but then what do you do with that info? And then I think of,
00:21:05
Speaker
LinkedIn, like the type of work we're doing as an incredible qualifier where it's like, who accepts the connection requests, who engages with the content, who sends a quick note back and then pull that down funnel.
Leveraging LinkedIn Data
00:21:17
Speaker
So in some way it's like a, and I'm just really enamored with it. Yeah. Cause otherwise you just have a bunch of, bad data. And I think that's like those tools that are out there, like Zoom info, you could put in a couple of filters and then next thing you know, you have 50,000 contacts. yeah Perfect. I'll do my outreach. You can manage 50,000 contacts. And so sales team doesn't want to deal with that. Marketing is, I guess we do a mass email and see if we catch their attention. And then that's like phase one. And then the ones that open that click, that's phase two.
00:21:45
Speaker
It's just, it's another process. So I think where you guys are coming from the LinkedIn side, It's a different channel. You can nurture them. And and everyone's been like trying this. it It all comes back down to fine-tuning that process so it's an enjoyable experience because I get countless LinkedIn messages.
00:22:01
Speaker
But the ones that do it well, I follow up with. I'm like, oh, you actually are interested in what we're doing. Oh, you are liking my content. You're actually commenting on some of the things that I'm posting. And then when it's like this natural rapport.
00:22:13
Speaker
And that's what I really like to see. It's just these one touch notes that you get really quick. And that's a generic thing. You're like, delete. I think that's the biggest challenge with these some of these processes that teams are building. It's not creative enough.
00:22:26
Speaker
Yeah. i appreciate you saying that too. I feel like I think of it that even when putting together like a dripify sequence, it's like it's creative or there's just so many different ways that you can approach and try out using the people, the info, the sequences and the processes with different intentions.
00:22:42
Speaker
And before we move off of this, I would also say for anyone listening, if you have any execs who are like going to a conference like CES and you're like, should I buy the list? What would I have even do with the list? Could we do email outreach?
00:22:53
Speaker
There are a lot of things you can do with it, but you could definitely drip. If upload that list, have your execs or sales reps connecting with everyone who's attending. that There's so much running thought leadership ads to everyone who's attending. There's a lot. ye okay I would take it one step further too. We used to do I would run geo targeted ads at the event.
00:23:14
Speaker
and also do it on social. And then we would also do Google ads. And then we'd be like the unofficial sponsors. So as people are looking up the directions to the event or any of that stuff, we would pop up.
00:23:25
Speaker
And we had to be careful with the creative because we didn't want to make seem like we were sponsoring it and we weren't sponsoring our but it. But it worked well to the point we'd be at the show And people were like, oh, yeah, I've seen you. The only way they would have seen us or heard about us was from the retargeting ads that we were running on the other channels. But again, it made it a much more warm experience. Like, yeah, I've been seeing your guys' information. I'd go pull up their HubSpot info.
00:23:46
Speaker
They weren't in our system. So I wasn't sending them anything. It was just the geo-targeting ads that they were seeing. Wow. So again, B2B, it's fun. Yeah, it is it is fun. All right. I do want to pick your brain about Clay a little bit, too, because I think you're pretty familiar with it. It's a super cool.
00:24:01
Speaker
tool I think especially as people are getting so interested and excited about AI, I feel like that's one of the tools that keeps coming up as just really doing some super innovative things.
Utilizing Clay for Targeting
00:24:12
Speaker
Like, what's your experience with it? What are your thoughts on it?
00:24:15
Speaker
Yeah, we've been playing around with it for a few customers. The end goal with Clay is that it's going to go and scour a handful of databases and pull in your ICP for you. And you start at the company level.
00:24:28
Speaker
And then from there, once you've identified your ICP, and there's a bunch of parameters that you can use on the side to filter it down. So it takes a few hours, could take an hour to build up that first company list.
00:24:39
Speaker
Then from there, you set your contact lists that come from those companies. And then you add in those additional filters, right? So for example, if you want to make sure that you're targeting the strategy roles versus the actual doers, you just can pinpoint a few of these key filters and you're making sure that you're getting more of the upper level management type roles.
00:25:00
Speaker
brought it and you can review all these contacts that come through. And then from there, you figure out what actual fields you need for those contacts. So if you want their job title, their functions, their mailing address, their emails, their mobile phone numbers, you figure out those key fields and Clay will actually go in and scour and you use your credits to then collect that information. And now you build your list.
00:25:24
Speaker
But the nice part with Clay it has this waterfall approach. So it's only going to build out that list if it has those data points that you request, which means at the end of the day, when you go to pull that list, if it's missing a cell phone, that contact won't be on that list. If you designate it, designated that's the field that you need.
00:25:42
Speaker
And so from a budget standpoint, you can really harness the power of it and say, okay, these are exactly who we need. and The list might be only 300 people. But it can be a hyper targeted list and 300 contacts that you want. And then once you build those filters and the parameters, that stays. And so that continues to collect data.
00:26:02
Speaker
And so there's companies and contacts people get promoted, those lists update. And so you can have alerts if you haven't connected to your HubSpot or other CRMs.
00:26:13
Speaker
You can get alerts about new job roles that come through, and then you can automatically pull that contact into HubSpot and start doing your outreach, put it into a Drippify sequence and put that into a marketing list, send that into Drippify and then Drippify can nurture them So there's a whole slew of ways that you can be creative, which is why You see when you update your job title, all of you get all these emails. But the question always comes back, how do you do it better and more intuitive so it's a natural feeling? And that's the question everyone tries to figure out. But you can definitely work with it if you take it two steps further and walk through the process.
00:26:45
Speaker
Clay phenomenal tool and they're constantly making updates as well. They have phenomenal training. So you can get your team up to speed on it. You can designate one user. There's Clay contractors out there that you can implement. But once you build your list, you're good for right now to start using that list.
00:27:02
Speaker
And then you can either integrate it or just export out as a CSV. So it's exciting to just and getting out different channels to try to collect data and get targeting who you want, because as a marketer, you want your messaging to resonate with your audience. And so for us, it doesn't make any sense to send out a bunch of emails.
00:27:21
Speaker
If we're talking about a sales process and a sales funnel to a marketing director, like they care a little bit, but they they care more about those other attributions. So by narrowing down the job tiles and functions, your messaging resonates better. It creates a better user experience for everyone involved.
00:27:35
Speaker
Yeah. That's super. I appreciate it. Do you feel like, is there any process you've run with Clay where you're like, ah, this really worked for this particular client or just any aspects where you feel like it's cutting edge or really supporting HubSpot?
00:27:49
Speaker
We've got it set up for coming into 2026. twenty six So we'll keep you posted on that one. yeah But no, I see a lot of opportunity here where it's going to take us out of the driver's seat of having to build these lists continuously.
00:28:03
Speaker
And now it's just going to be us helping maintain and laying the marketing no team and the marketing team operate. And so that's the really exciting part is we're pretty much going to removed from this process and it can just run as it needs to automatically as we update the filters and parameters.
00:28:18
Speaker
And then it's all about iterations. So once they, after the first month or two, we'll make sure the list is updated correctly. So write contacts and we can go back in if the companies are missing, refine the filters. And so we're always just fine tuning the process.
00:28:30
Speaker
That's really cool. Yeah, we should definitely touch base maybe after like Q1 next year and be like, what? Tell me all about it. We'll do the follow up out to it. Yeah, we should do a follow up. I feel like, can you talk through who are your ideal
Ideal Client Profile
00:28:42
Speaker
clients? If someone's listening, they're like, I kind of want to work with Seth. Like who are the types of companies that you like to work with? Yeah, I would say the ones that we have the most success with right now are kind of these small, medium-sized businesses that have this trajectory of growth they want to achieve. They have a sales team put in place and they're about to implement them. And they have a marketing team of like three or four people.
00:29:03
Speaker
Yeah. And someone that can actually run and dedicate themselves to HubSpot and to learn. I think that's kind of our sweet spot. And sales marketing, we do a little bit of the service side as well.
00:29:16
Speaker
They always need something a little bit more than just a standard HubSpot implementation. They have a unique project that we do with a lot of B2Bs, but some of them are also B2B to then C. And so we helped them build that process. When we started, were doing just basic implementations and now we're doing more like API integrations, more custom objects so that these teams really see the value in HubSpot and they want to get there. Not to say they need to do that from the start, but they have this roadmap where we can build out phase one, phase two, phase three.
00:29:46
Speaker
And they want to connect sales and marketing operations into it. So really, they just have a good team that they're building towards. They have investment in place and they want to go above and beyond and then really bring their system together. And they see the value of the software and being a system in place to help them grow. All right.
00:30:04
Speaker
And if folks are interested to reach out, where can they find you? How can they get in
Conclusion and Closing Remarks
00:30:08
Speaker
touch? Yeah. Easiest way would be on LinkedIn. You can check out Seth Nagel and then just look up LZZ and we're on there as well.
00:30:16
Speaker
Awesome. We'll put your LinkedIn link in the show notes. So for anyone listening who wants to shoot Seth a DM, it's in there. awesome And anything else we didn't cover that you'd want to say, Seth? I really appreciate it. love, I think you're so good at this. I love how creative you are in your approach. And I'm sure going to just keep picking your brain over time around these things. Yeah, no, I've enjoyed the conversation. I think we covered a lot of the great stuff out there. There's so much out there. And and honestly, I'm kind of glad we jumped into the whole AI world because I think we've talked about that to the point where our faces are below.
00:30:44
Speaker
and I'll just I'll leave it with ah anyone that's out there, like just trying to figure out what to do next and in their like hustle or marketing side of it all. Take a chance and just like be a little bit creative and try something new going into 2026. That's why I just keep telling everyone is like just mix it up a little bit.
00:31:02
Speaker
Put a campaign out there that's a little bit different. There's so much. so much like noise and not a lot of creativity. So any, love a good brand that's like trying to push the needle. if you fail, you fail, but like it catches everyone's attention and you get like the head nod. So that's my one bit of a advice.
00:31:19
Speaker
All right. I like it. All right. Thank you so much, Seth. Pleasure. Thank you.