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Episode 256: Content Marketing and ABM Strategies with Ryan O’Hara of LeadIQ

Episode Summary

During this episode of Tech Qualified, Justin Brown chats with Ryan O’Hara, the VP of Growth and Marketing at LeadIQ. The interview focuses on his past experiences and how he went from a prospecting role to more of a marketing-based role at LeadIQ. Ryan takes a deeper dive into account-based marketing strategies and pinpoints how he’s building the brand at LeadIQ through content.

Episode Highlights

  • Ryan O’Hara starts the conversation by sharing his past work experience as a BDR at a company called Dyn in Manchester, New Hampshire.
  • Ryan explains why branding yourself on social media posts and LinkedIn is important and discusses how it’s crucial to just showcase your own unique personality.
  • Ryan talked about his initial days at LeadIQ and how he changed the approach from a “sage brand” to a “gesture brand.”
  • LeadIQ saves sales teams time and makes it a lot easier for clients to capture contact data and push to different sales tools.
  • The biggest thing that LeadIQ does for their clients is it helps create a better first impression with prospects. 
  • Ryan discussed account-based marketing strategies at LeadIQ.
  • Ryan loves to make people laugh and he discusses the approach he takes with the content he shares on LinkedIn and other platforms.
  • Ryan suggested a revolutionary idea of putting sales reps in the content (or ads) and retargeting the audience. 
  • A key strategy Ryan discusses is retargeting using human beings (or reps) instead of constantly hitting people over the head with the brand.
  • One of the topics discussed included branding people within the organization and giving life to content (versus just a generic brand message).
  • He breaks down the concept of thought leadership and discusses how people at any level can create great content – because everyone has stories and can “connect” with those in their industry.
  • Ryan discussed his love for podcasts as it allows you to repeat, re-engage, and retell stories about your business.
  • He mentioned the importance of consistency in creating content which, by the way, shouldn’t be boring. 
  • Ryan takes inspiration from many B2C brands and then tries to apply some of those same strategies to B2B content.

Key Points

  • Ryan mentioned his working pattern and said “all the videos I put out on LinkedIn, I’m trying to make fun and entertaining. I’ll make fun of things, but I’ll still offer you insight. Like…I’ll give you advice on how to write a good cold email, but I might make fun of my stupid haircut.”
  • Ryan quoted “A brand is really important. If your name is recognized, you’re more likely to get a higher open rate on your emails because they’re from a friendly address – they’re familiar with it.”

Resources

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