Special Guest Darryl Prail, VanillaSoft

Season 1, Episode 13

Want More Visibility and Leads? Cultivate Visible Champions and Thought Leaders.

In this episode, Darryl Praill, CMO of VanillaSoft, shares insights on why it’s so important for B2B brands to have executive and employee brand advocates. Darryl not only shares his opinions; he’s got some real-world examples of what he’s started since becoming CMO of VanillaSoft …

Show NOTES

Executive and Employee Brand Advocates Can Take Your Business to the Next Level

Every wonder why some B2B brands seem to be everywhere — people talking about them, doing news stories, winning awards, speaking at conferences? While advertising and good marketing can go a long way, many of these brands have discovered the incredible value of putting a face (or faces) to their brands.

In this week’s episode, VanillaSoft CMO Darryl Praill shares why B2B brands should cultivate executive, as well as other employee brand advocates, to be visible thought leaders who share and speak on behalf of the brand. Everything can’t just come from “the logo.”

Darryl shares:

  • How fear stops people from taking on the role of champion or spokesperson [11:05]
  • Why it’s important for B2B companies to have visible champions and thought-leaders (hint: people like to buy from people they trust) [12:15]
  • His thoughts on entering VanillaSoft as the most public figure for the company and how putting a face out there has changed things for the company [14:55]
  • The importance of leading by example and grooming people to be ready to get on camera or speak and be visible on behalf of the company [18:29]
  • The magic of transforming the company “junk room” into the company’s studio and hiring a media producer [18:40]
  • How you have to build personal rapport and influence with your brand’s audience and how Darryl built his community of sales professionals and influencers when he started with VanillaSoft [23:00]
  • The power of being a bit of a contrarian on social media and video and why you need to have an opinion [26:17]
  • The importance of authenticity and using your personality to shine to build awareness for yourself and the brand [31:30]
  • How his wife helps him shine online [33:07]
  • What qualities and traits do employees need to be a competent and successful public thought-leader [37:20]
  • How powerful it can be to have public-facing spokespeople from a variety of departments — tech, customer success, product marketing, and more — to hit different audiences [38:09]
  • Why you HAVE to get your LinkedIn presence in order before you start looking for your next job [40:46]
  • Why he would never hire you for sales or marketing roles if you aren’t active on LinkedIn [41:48]
  • How to help people rise to the challenge [46:16]
  • Why you can’t put your eggs in one spokesperson’s basket; cultivate multiple, capable people [49:33]
  • Steps he’s taking to prevent over-saturation [50:51]
  • Some of the results that VanillaSoft has seen since amping up executive visibility [52:44]
  • What he would do if he weren’t CMO of VanillaSoft and could do any job in the world [59:34]
  • A little sarcasm at the end because he still can’t believe Stacy edits the show with GarageBand (he’s slowly pushing us to advance our podcasting gear and tech) [64:08]

If you’d like to get in touch with Darryl, connect with him on LinkedIn. He’s always happy to share his thoughts and discuss ideas with others in the sales and marketing community.

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The B2B Mix Show with Alanna and Stacy is brought to you by Jackson Marketing. Need help with your B2B online presence? Let’s talk!

Transcript for Season 1, Episode 13

Read the full transcript for the full text on our chat with Darryl on the topic of executive and employee brand advocates.

Read Full Transcript

Alanna
Jackson: Welcome to the B2B Mix
Show with Alanna and Stacy. Each week we'll bring you ideas that you can
implement in your own marketing strategy. We'll share what we know and advice
from industry experts who will join us from time to time here on the show. Are
you ready to mix it up? Let's get started.

Stacy
Jackson: Hey there. This is Stacy
Jackson.

Alanna
Jackson: And I'm Alanna
Jackson.

Stacy
Jackson: We're cofounders of
Jackson Marketing. We're also sisters and we're bringing you episode 13 of the
B2B Mix Show. Alanna, what is today's episode about?

Alanna
Jackson: Today we have a very
special guest. Stacy and I have known this person for almost two years now and
we are in touch almost daily. He's a friend and a mentor to us. His name is Darryl
Praill and he's the CMO of VanillaSoft, the sales engagement software leader.
If you have not yet come across a Darryl on social media or at a conference,
then you're in for a treat. Darryl has over 25 years of experience spanning
startups, restarts, consolidations, acquisitions, and diverstments.

Alanna
Jackson: He started his career
off as a coder and ended up in marketing. He ran his own successful marketing
agency, which led VanillaSoft to hunt him down and make him an offer he
couldn't refuse. He's been the CMO VanillaSoft for almost a year and a half and
has helped push the company to make some big wins for the brand. Sure, he's a
marketing rockstar, but Darryl does more than just sit behind a desk all day
strategizing. He's also a guest lecturer and public speaker.

Alanna
Jackson: You may have seen him
in his famous blue jacket at one of the mini conferences he's attended so far
this year. If not, look for him at an upcoming conference such as INBOUND 2019,
MarTech East and more. I don't think the blue jacket is going to go away
anytime soon because let's face it, it's awesome. It's not just us who think
he's a terrific marketer, Darryl was recently named as one of the 19 B2B
marketers to follow in 2019. If you're not currently following Darryl, stop
what you're doing right now and go check him out on LinkedIn and Twitter and
links to his profiles are going to be found in our show notes.

Alanna
Jackson: Darryl has some advice
for companies that want to elevate their B2B brands. You've got to have a face
to the brand. We aren't talking mascots people, brands need active and engaging
champions out in front evangelizing on behalf of the brand and that's exactly
what Darryl does. So Daryl, welcome to the B2B Mix Show.

Darryl
Praill: I just want to
know like you got the check, right? I sent it to you before you crafted that,
it's makes you get it right. I was listening to that thinking to myself,
"You know what's missing? The book. I haven't got that published book yet
and that intro would have been better if you would've said and bestselling
author. I got to work on that. I can't believe you guys-

Stacy
Jackson: Well, we can throw
that in.

Darryl
Praill: [crosstalk
00:02:53].

Alanna
Jackson: You can have quick
picture book.

Darryl
Praill: Fact checks these
things anyway.

Stacy
Jackson: You can self
publish.

Darryl
Praill: I can self
publish, why not?

Stacy
Jackson: There you go.

Darryl
Praill: I know one person
who would buy it, but does account [inaudible 00:03:05] buying my own book.

Stacy
Jackson: We can put your
name on one of the ebooks. How does that sound?

Darryl
Praill: I like how you're
thinking and that's fantastic. You guys are brilliant.

Stacy
Jackson: There's a way to
work it.

Darryl
Praill: There's always a
way to work it. I'm just thrilled to be on the marketing mix. You often
struggle in life about will I have success in my career? Early on I thought to
myself, if I was a guest in the marketing mix, then I will have made it and
today I'm a guest so I have made it, I embrace it.

Alanna Jackson: You know what, it's even more
exciting because we actually changed the name of the show to B2B Mix.

Darryl
Praill: I've grown. I'm
not just marketing, I'm B2B and it's awesome.

Stacy
Jackson: Right, exactly.
It's even doubly awesome.

Darryl Praill: That's great.

Stacy
Jackson: You're part of the
new era.

Darryl
Praill: Am I the
[inaudible 00:03:50] on the B2B mix?

Stacy
Jackson: You're the second.

Darryl
Praill: Second is for
losers. That's what I've heard.

Stacy
Jackson: Second is for first
place in our hearts.

Darryl
Praill: Oh, that's good.

Stacy
Jackson: There you go.

Darryl
Praill: It's getting
fricking here.

Stacy
Jackson: Nice recovery.
Okay, Darryl we know a little bit about you, well we know more than a little
bit I guess, but our listeners know a little bit about you now. Can you tell
them a little bit about VanillaSoft and what VanillaSoft does?

Darryl
Praill: VanillaSoft is a
sales engagement platform. Since this is the B2B Mix, I'll make some
assumptions that you guys understand a little bit about technology and the
technology stack and I'll make it really simple. Because everybody likes to
know well, what does that mean and where do you fit in my world? What I'll
often tell people is, "Hey, you have a tech stack?" "Well, of
course we have a tech stack." "I'm going to guess your tech stack is
probably marketing automation where your marketers work and they live and they
produce great content and inbound leads resulting in a marketing qualified
lead, MQL."

Darryl
Praill: "Yup, we
have that." "I'm going to guess you then pass it over to sales, who
lives in their CRM, the customer relationship management tool like
salesforce.com for example and sales pursues your MQL." "Yup. That's
what we have. That's our stack right there." Fantastic. Well the problem
with that stack, if I look at the stats, is that typically anything that
marketing generates in the MQL front, when they pass it over that wall from
marketing animation to the CRM, sales will not follow up on 48% of the leads.

Darryl Praill: They'll only make about two
call attempts or email or whatever touches to try to follow up with that lead.
If it's a new lead coming in, they should respond within the hour, but on
average just a day and a half to two and a half days. So that's bad. That's bad
because you spend all this money as a marketer and 50% is going out the door.
It's real simple. If you're a sales rep, I would say to you, "Do your reps
cherry pick?" They're going to go, "Oh yeah." If you're a
marketing person I would say to you, "Are you tired of your leads not
being followed up on?" "Oh yeah."

Darryl
Praill: We all know that.
We can all relate. That's our stack and that's our world. Sales engagement is
all about being the right tool for the right purpose, for the right role. What
I mean by that is sales engagement fits between your marketing automation and
your CRM. What it does is that when you pass that MQL over the wall to the next
player in your stack, you want to pass it over to sales engagement. Sales
engagement is where the sales development reps or the inside sales reps live.

Darryl
Praill: Their whole job
in life is simply to sales qualify the MQL. They do that through a series of
ongoing touches, email, phones, social, video, whatever, as many times as
required, as fast as possible. The classic playbook is seven touches in seven
days. The whole point is I'm trying to take that MQL and make it sales
qualified. Once I know it's sales qualified, they've got budget, they've got
authority, they've got need, they've got timeline. This is bad, this is
awesome. It's SQL.

Darryl
Praill: They flip it over
the wall to the CRM or the account executives or the PDRS. Then create the
opportunity in the CRM. It pops on the forecast and they work the deal to a
close. The beauty of sales engagement being in the middle is that we get rid of
the problems with CRM. That 48% thing. Because CRM is list based. People are
living in lists all the time. You log in, you see a list. It's a list of my
leads and I'm going to pick the ones I want to followup on, ignore the rest. In
sales engagement you can't do that.

Darryl
Praill: We're going to
just force feed each rep the best lead to followup on right now. They cannot do
anything until they deal with this lead right now. By doing that you're
actually going to make sure you follow up on 100% of your leads. You're going
to touch them as many times as required. 6, 8, 10, 12, 14, 22, whatever it
requires. Using all of the necessary and channels available to you, email,
phone, social so that you actually take that MQL, turn it into an SQL and
generate revenue.

Darryl
Praill: You will triple
your actual pipeline. Literally triple your pipeline just by doing this without
spending a dime more in marketing program, without hiring a single additional staffer.
It's proven. It's tried. It is the new stack.

Alanna
Jackson: Awesome. What about
the saying that David had come up with that CRM is for managing relationships
and sales engagement is for starting them.

Stacy
Jackson: I think Darryl
actually came up with that.

Alanna
Jackson: Oh, did Darryl come
up-

Darryl
Praill: No, that actually
was David, full credit David. I just took credit for it but it was actually his
creativity.

Stacy
Jackson: David Hood is the
CEO of VanillaSoft.

Alanna
Jackson: All right folks,
before we dig into this topic, we are going to take a quick break to hear from
our sponsor. We are back. All right, so let's get down to the nitty gritty. Are
you ready?

Darryl
Praill: Bring it sister.

Alanna
Jackson: There are many growing
companies that don't have a face to their brand. A lot of them don't even have
a visible champion. It's just a logo image that they see. Why do you think that
is and why is it important for those B2B companies to focus on having that face
as a spokesperson?

Darryl
Praill: What I think it
is and I think it's changing. I think it's getting better, but what I think
that these companies don't have a brand. A visible champion, I believe is a
word you use is because we have a lot of really shy people. We have people who
don't want to be in camera. We had people who aren't good in front of the
camera. We have people who are unable to deliver a concise, brief message
that's compelling and understood. We have people who are afraid to let their
personality shine.

Darryl Praill: We have people who are afraid
of conflict because in social media, half the rotor will love what you say and
half the rotor we'll spit on you. For all those reasons, no one wants to step
up. The other reason is no one wants to be held accountable. What if I go on
mine and I say something that sounds good in the moment, but upon reflection
was politically incorrect and therefore I have tarnished the brand. That's bad.
All right, so there's a lot of fear. A lot of fear, a lot of insecurity. Some
people view it as vanity, other people don't really add value.

Darryl
Praill: They'll have no
problem getting in front of the camera, but they actually don't add value. They
just talk a lot. I think to me that's the reason why you have such reluctance
for there to be designated spokespeople. Why is it important for them to have
it? That's pretty straight forward. I think people connect with people. It's as
simple as that. Brands are interesting. We value brands. I might drink coke and
I might buy Nike sportswear, but in the end, if I look at that brand and how we
interface with them, there's going to be designated spokespeople that I follow
on Twitter.

Darryl
Praill: I follow on
social media. That's what it is. People connect with people. That's why you see
even television commercials where there's always a spokesperson that you see
over and over again. The Trivago Guy, right? We all know the Trivago Guy. He's
a visible spokesperson. The reason people connect with people is because they
want to trust. They want to establish a rapport relationship. I may or may not
like Trivago. There's a lot of other options out there. There's Expedia,
there's hotels.com. There's all these other travel sites.

Darryl
Praill: But I liked the
Trivago Guy. Because I like the Trivago Guy, I just like him, I kind of liked
the brand because the brand is him. They put them in place. That must be what
they're like there. They must be fun. I'm going to go to Trivago and give them
a chance for my business. That's exactly what it is. People establish bonds,
trust, relationships. They identify with, they connect with people. If you
don't have that, you're putting yourself at a massive disadvantage.

Alanna
Jackson: You mentioned...
sorry, go ahead Stacy.

Stacy
Jackson: No, go ahead.

Darryl Praill: No, no, some of it. Let me go
ahead please.

Alanna
Jackson: You mentioned that a
lot of people are scared to get on video and maybe they don't have the
confidence to do that. A few months ago, I think it was, I did that video where
I put all my bloopers at the end. I think you guys remember that.

Stacy
Jackson: Yeah.

Darryl
Praill: And boy were
there a lot holy [inaudible 00:12:25].

Alanna
Jackson: But that generated
some conversation and like Gavin Harris came on there and said, "Yeah,
this has pushed me to do my video," which he has yet to do, which I have
also bugged him about. But it gives them a sense of, "I don't have to be
perfect all those all the time to put those videos out there." I think you
hit the nail on the head. A lot of people are scared of that.

Darryl
Praill: Yes.

Stacy
Jackson: Speaking of maybe
hesitancy and being scared maybe isn't the right word, but hesitant,
VanillaSoft before you got there, really didn't have that spokesperson out
there. Is that something that you expected to come in and have to be that
person or were you looking to install another person or encourage someone else
to do that?

Darryl
Praill: So good question.
I assumed it would be me only because I recognize the role needs to exist and I
recognize VanillaSoft wasn't doing it. It wasn't like I was going to go on and
say, "Okay, now I need to find me my first employee hire is going to be an
out of work actor." It wasn't that because I also recognized, it's not
just enough to have somebody who's shall we say the face of the brand or the
company, they're on video or what have you. The person's got to add value.

Darryl
Praill: If I were to hire
an unemployed actor, they may be the world's best actor, but they just might
really not connect or identify with what it is VanillaSoft does because they
don't have the background. They don't have the experience in what it is we do.
Maybe experience in sales, for example. I suspect that it was going to be me,
but I'm always looking for talent. Even now I've got multiple people that I'm
grooming to get more in front of the camera. But it's taken time and I think a
lot of it was me leading by example so they could see that, "You know
what, you can make mistakes, you can laugh at yourself, you can screw up."

Darryl Praill: If it's done with the right
spirit, the right intent, the right, I guess just the delivery that the
audience will laugh with you. They won't won't mock you or what have you.
Exactly as you said, it's exactly you did Alanna where you said, "I put my
bloopers at the end and I create massive conversation." Because people
look at that and what it is, is they relate. They go, "Ah, Alanna screwed
up. I screw up. I'm not the only one that screws up. She screws up too. Because
she looked so good in that video and then I realized that was just the art of
editing. In fact, I thought I was bad, holy smokes, she's a bigger screw up
than I am. I like her because she screws up and I screw up, but then I feel
better about myself because she's bigger screw up than I am. So I'm okay."

Alanna
Jackson: Exactly.

Darryl
Praill: It's exactly what
it is, right?

Alanna
Jackson: Right.

Darryl
Praill: When you see that
and you watch it, you go, "Oh," because so many people put so much
pressure on themselves to perform. We've got one fellow in our company, he is
an amazing individual. He is so brilliant on our product. You put him on a
phone with a client or even on a video call with a client. He is Mr.
Personality. He can drill down. He's incredible. I'm like, "Dude, you,
camera, let's go. I'm going to package you up." I put him in front of a
camera and I asked him a simple question, "What problem would I be
experiencing that VanillaSoft could be a good solution for? Just give me the
top three problems I may be experiencing."

Darryl Praill: [inaudible 00:16:16], he just
went on and on and he couldn't look at the lens and he was brutal. I'm like,
"Dude, you're like Mr Personality." He admitted it. He goes,
"It's the camera. I'm in front of the camera and there's lights and I'm
freaking out right now." I get that and for the record, he is not a
spokesperson for the company publicly. He's still on those phone calls. But
yeah, to answer your question, long winded answer, I suspect that it was going
to be me and I would have to lead by example.

Darryl
Praill: The other part
was handedly, I knew I needed to teach the people here at the company how you
can do it and that was huge. One of the first things we did on that front, was
we had this room that was this, for lack of a better word, as an office space
that wasn't being used. It was full of just stuff. Whenever we didn't know
where to throw this empty box, throw it in that room. It was... what's her
name? Marie. What's her face? The organizer, she would've-

Alanna
Jackson: Kondo.

Darryl Praill: She would've walked away from
this room. That's how bad it is.

Alanna
Jackson: It's like a junk
drawer, but it's a junk room.

Darryl
Praill: It was a junk
room. I'm like, "What's up with this room?" "Well, that's the
junk room." "Is anybody using it?" "No, that's the junk
room." I'm like, "Do we need this junk?" "No, it's the junk
room." "Great. We're getting rid of the junk room. We'll hire this
out. Call 1-800-GOT-JUNK, get it out and I'm taking it over." I turned it
into a studio. My boss was like, "What do we need a studio for?" Now
as a marketer you go, "Really?" But candidly, that's a legit question
and it's just lack of familiarity and like you need a studio because video is
king and it's also my brand and I need a space that I can have cameras and
lights that were well lit, were well spoken, it's all wired up.

Darryl
Praill: It's all we set
up so that when I am inspired to go do a video or to go do a recording on the
B2B Mix Show that I can physically just hop in and sit down and everything's
there. He's like, "Okay." He trusted me but I don't think he really
trusted me because I was still new. Then a few months later he was like,
"Oh, I get it. I get it now." Because he watched it. But in it's like
about six months ago I hired my first full time video guy, until that point in
time, I was the chief marketing officer and I was the video producer and I was
the video editor and I was this and I was that. So out of necessity.

Darryl
Praill: When we were
doing our budgets last year, I had my head count down and one of the positions
was full time media producer. This was probably last September. My CEO is like,
"Darryl really, we need, we need this?" Because in his world as far
as he concerned, sees all the videos are just magically appearing. He has no idea
what's going on that Darryl was working to eight o'clock at night every night.
I'm like, "Yeah." He's like, "Why?" I said, "We're
getting such momentum and my bandwidth is getting less and less."

Darryl
Praill: I said, "I
now am at a point that I need to be able to just simply to walk in when it's 30
seconds before production starts, sit down, do my video, shoot my audio, my
recording, whatever. When it's done, get up and walk out the door and go on to
my next task, knowing that somebody is taking care of, they're getting the
audio, they're getting the video, they're doing the editing, they're posting it
to the various channels and I don't have to worry about it." He's like,
"Okay."

Darryl
Praill: Then fast forward
two months, I went back to him in November and I said, "Okay, I'm ready to
hire now. I'm ready to hire that position." It was so funny because again
so now because he was aware of it, because I positioned it, he was watching me
more and his reaction now went from being, again, why do you need this to
being, "Oh my gosh, yes, you totally need this position. You needed that a
month ago." I'm like, "You think?" All of that transpired simply
because people are always watching you and until they see how it's done and why
it's done, until they experience the consequences of doing it, they just don't
know. It's nobody's fault. It's just a lack of familiarity.

Alanna
Jackson: I got to tell you, I
was super excited when we heard that you were coming on, but VanillaSoft, we
started looking you up and saying, "I'm like, oh he does video. I really
want to get some more video in here." I was so excited. Then you came in
and you just took it like a boss. You just took over it and have just created
this brand for VanillaSoft that has just taken them to different levels because
of having that champion in the spotlight. Now but you came from more of a
marketing background and had more of a marketing audience. How did you take it
to get your name and the company out there and start picking up the traction
with the salespeople?

Darryl
Praill: This is a really
good question because many of us are artisans with our craft. You may be a rock
star marketer and then you start working for a company and you don't know
anything about their product or the technology, but you're a marketer. Now you
have to learn how to apply your skills to their space. I was no different to
your point Alanna. Yes, I was active already on LinkedIn. I wasn't by any
stretch of the imagination prolific. It was just, what I would call, I was
periodical.

Darryl
Praill: Periodically I
would post something and as the mood struck because I was a busy guy and my
connections were primarily marketing. My audience here is my target audience,
my customers are primarily sales or sales and marketing. But I didn't have the
sales. To your point I had to get the sales. The first part was just
identifying who were the influencers. It's so funny because people always say,
"The first thing you ought to do is you identify the influencers and then
you get to connect with them and then you got to really engage with them."

Darryl
Praill: I'm like,
"Okay, let's go do this man. So how do identify the influencer?" Like
I'm on a buzz sumo and everything else looking for all the keywords sales or
sales engagement or sales development. Yeah, you get a list of influencers.
Then you have 80,000 followers, then you have 10,000 followers, blah, blah,
blah. I'm like, "Yeah, okay." You see some names, but again, you're
new to the space. You don't know Adam from Eve.

Darryl Praill: What it really took me
candidly was just getting involved in a lot of sales conversations on LinkedIn
and watching, following people. It's kind of like a game of snakes and ladders
only you say, "Oh, that person looks like they know what they're talking
about so I'm going to follow them. Now who does that person look up to? Who do
they when they respond to, "Oh, you're like Keenan. Keenan. Who's Keenan?
Let's go yo snakes and go up the ladder. Keenan. Okay, so there's Keenan. So
Keenan he's a player. He's a bigger player. Okay and let's follow him. Who does
Keanan look up to?" "Oh, he liked Larry Levine. Who the hell is Larry
Levine? Then go up again Larry Lavine."

Darryl
Praill: It took months to
figure out the players and follow them and start posting on some of the stuff.
I did a couple of things to answer your question once I kind of got lay of the
land was I made sure that my posting with those individuals stood out. I'll use
Keenan. Keenan will post something and it'll be good. If I posted it, I'd get
10 comments. He posted, he gets a 1,000 comments. We're both saying the exact
same thing, but he's Keenan. He's Keenan.

Darryl
Praill: Just everybody's
like, "Oh Keenan." Everybody goes and goes, Yeah." You see of
those 1,000 comments, 990 of them are like, "You rock Keenan, love
you," and add no value. So why bother? [inaudible 00:24:31] you're just
noise. I was the guy, if I agree with him like, "Yeah." I'll give it
a like or whatever might see something. But usually what I do is I pick my
spots to say, "I don't agree or I think you're only partly right."
I'd be the guy that would go in there and say, "Love what you're saying
here and here."

Darryl
Praill: I'm validating
him not to be an ass, but I disagree with you here and here and this is why and
this is my take. How do you respond? Being that contrarian helped me stand out.
They may never comment on me or they may given me a cursory, "Oh thanks
Darryl," and move on, but over time, three, four, five, six months, they
began to know who I was."

Stacy
Jackson: Well, I imagine for
someone like Keenan too, they have are raving audience of fan girls and boys
who probably you got their juices going. So it got a lot of conversation going
anyway.

Darryl
Praill: Yes. The part
where it's really interesting is that when you comment on someone like Keenan,
well you don't ever realize because the vast majority of people in social media
are lurkers. They don't say Jack Squat, but they see that I argue with Keenan
and they actually liked my argument. So they start following you and they word
of mouth to their buddy, "Hey, check out Darryl." Before you know it,
you've got this silent army people who are following you and you're oblivious
to them just oblivious, but they know who you are.

Darryl
Praill: That was, you got
to understand that. The next thing I did was we started producing content. I
would love you guys' take on this because this was part of the conversation.
You guys loved the idea. Then I think after a while you guys got scared with
what I was doing which was, I have no problem picking a fight. We'll call it
the bait, but it was a fight.

Stacy
Jackson: You?

Darryl
Praill: I know it's hard
to believe, but this was intentional. This wasn't just because Darryl is a
contrarian. Maybe he is and maybe that's his personality, but this was a 1000%
intentional. I would look for content where somebody would say, "What's
the color of the dress? Blue or gold?" You'd have a 1,000 comments and
half would say, "Blue," and half would say, "Gold." I would
look at that and go, "There's no clear winner here because the audience is
split. Man, does everybody have an opinion."

Darryl
Praill: I would go back
to the person who posted it. John Doe was the person who posted it and I would
reach out to them and I would say, "John Doe, you and I should have a
debate and you be picking blue and I'd be picking gold and we'll have the great
argument and we'll get everybody who's emotionally attached to this argument to
attend." That did wonders for initial reach. Now this is really important
I'm going to say.

Darryl
Praill: That did wonders
for getting us a spike. The reason in my opinion, would love your thoughts. The
reason, in my opinion we were able to not just spike and drop again was because
when we do these debates, we actually bring solid credible stats, facts and
arguments to back us up. If I'm in a fight with Keenan and everybody's like,
"Keenan is going to mop the floor with Darryl." Then they watch us go
back and forth and at first I was like, "Keenan didn't mop the floor with
Darryl, in fact, Darryl got in some really good shots. Keenan was staggering.
Darryl is a little smarter than I knew. I got to follow the Darryl."

Stacy
Jackson: Yeah, you come in
prepared. It's not like you're just using the Internet famousness of someone to
get some registrations. You're actually prepared for these conversations. I
think that first one was the Dan Disney one, right?

Darryl
Praill: First one was the
Dan Disney one.

Stacy
Jackson: That was the first
big debate and that was a huge one. You came in and I think mostly everybody
came on thinking, "Oh, Dan Disney, it's social selling where it's modern
day time and the business world, there's no way cold calling has any
leverage." You came in and dropped all these stats and you really held
your own on these conversations. I think a lot of people were like, "What?
Maybe cold calling is good."

Darryl
Praill: To me, that was
what was the start of really our growth and we've had staggering growth. You
folks, Stacy and Alanna, you guys are social media savantes yourself. You've
worked with a lot of the other social media players in the space who themselves
are social media rock stars. So you know of what you talk when it comes to
this. I think we've had a lot of growth because of that. Now the last thing, so
there's couple. We kind of got the lay of the land, then we started connecting
with the influencers, then we reached out and did live debates and Webinars and
seminars and live streams with these guys.

Darryl
Praill: We were prepared.
That was that. That was really important. Now we were street cred. The last
thing was, and this is what I hear over and over again and this is possibly the
hardest part because you can do everything I just said with no problem. The
last part of the magic formula I would contend is personality. The feedback I
get from people is they like me because they find I... this is an interesting
one because the feedback I get is that, "You're direct Darryl and you can
be like really direct but it's direct and it's substantive and it's not
malicious. But then you can be funny and you can be engaging and you can be
self deprecating and you can pick on them. You can make us giggle."

Darryl
Praill: Now I'm not
saying you need to do that. What I'm trying to say is I have somehow myself
managed to create a personality mix that was somewhat unique in the area I'm in
that resonated with a broader audience. If I was just a statistician spewing
stats, I would be referenced a lot, but I wouldn't necessarily be invited to a
lot of speaking gigs. They would quote me, but they wouldn't include me. If I
was just a negative Nelly, then they would just completely discount me even if
I had a big brand.

Darryl
Praill: I think the
ability to connect with every person to be approachable and humble and then to
be that contrarian, to be that bold when required using it carefully works
well. The funniest part, the biggest feedback I get everywhere I go when we
talk about social media and I love this because it just shows you can't plan
anything. My wife, God bless her, she is the antithesis of me. She is not into
technology. She does not have a LinkedIn account. She just rolls her eyes at
me.

Darryl
Praill: She's interior
designer and has her own business. She refuses to let me market her because she
doesn't want to have that much business. She's the opposite of me. What I have
done on occasion where relevant is we'll go for a walk or [inaudible 00:31:53]
and I'll pull the camera out and I'll just interview her on something that's
relatable to the everyday person.

Darryl
Praill: Most recently
asked her on video I said, "Social media. What would your reaction be if
somebody on social media, Facebook, whatever, came to you and wanted to connect
with you and instead of saying, "Hey Tracy, let's connect." It would
be, "Hey Tracy, can I have 15 minutes in your calendar? Let's connect and
can I have 15 minutes in your calendar to talk about your quarterly
objectives." I said, "What would your reaction be?" She's like,
I don't know who these people are. I'd say, "Get the hell out of
here." I would say, "Go away."

Stacy
Jackson: That was one of my
favorite.

Darryl
Praill: Yes. Then I said,
"Okay. Fair enough." I said, "Now what if they said, hey, let's
connect." They said, "Okay, connect." Then they engage with you
in conversation for the next month or two. Then two months, whatever later they
say, "Hey, Tracy's great talking. Listen, I've got this solution watching
you and I think maybe it's a good fit for you. Would you be willing to give me
10 minutes so I can tell you about it? What would you do?" She says,
"Well then I'd probably give him 10 minutes because I have become their
friend."

Darryl
Praill: I'd say,
"Okay." Then whole point of that interview was to say, "People
stop asking for meetings on the initial connection request. Here's the normal
person, not me, a normal person and this is how they think." I've done a
grand total of two videos of my wife and I post videos nonstop, just two.
"Everywhere I go, "I love your wife, your wife is awesome, your wife
is like amazing. I love your wife." It's the first thing I get nonstop.
"Hey, are you Darryl Praill?" "Yes." "I love your
wife." So my wife clearly is the real rock star.

Darryl
Praill: But the point
when I ask people, "What about my wife is it that you like?" The
answer is interesting. They said because it makes you Darryl approachable. We
don't want to hear you preaching, preaching, preaching and product. We're
seeing you, we're seeing you and your family life, we're seeing you. That's
really the secret to growth and visibility and brand name recognition is just
be authentic. Be you. People will connect with you no matter what shape, size,
or color you are. If you're just, you, everybody can connect to something about
you because we're all human.

Stacy Jackson: I think that's really important.
I think where some people kind of go off the rails is they try to be Darryl or
they try to be Keenan or they try to be so and so and it just falls flat. It's
like they're trying too hard.

Darryl
Praill: That's not being
authentic. That's posing and never pose. A lot of people can't get beyond that.
They don't know how to be authentic. They're in front of the camera, they're in
front of the mic, they fall back on a crutch of I'm uncomfortable where I'm at
so I'm going to channel my inner Tony Robbins and that's who I'm going to be.
Or I'm going to channel my inner Keenan or I'm going to channel, whatever and
that's who I'm going to be, because I know them. I'm going to emulate them.
People smell that out pretty fast. That might get you one or two good hits and
then after awhile they go, "This person isn't the real deal." Then
you fall to the wayside.

Alanna
Jackson: We learned a little
bit about your personality and how that has played into the whole process of
creating your followers and getting a bigger voice for VanillaSoft. But what
kind of person do you think should be the face of a brand? What traits and
social savvyness should they have? Do you think that it needs to be an
executive? What aside from who you are because you have like a full package?
You've got the funny the, I'm going to be blunt, just all of that in it. But
what should a company look for in somebody that's going to be their face?

Darryl
Praill: I think comes
down to the role. I look at a company like Gong.io, they do conversational
analytics. Their rockstar is Chris Orlob if I recall it's name. Chris is a
product manager. So here the face of the company is a product manager. They're
not a director, they're not a VP, they're not C-level, they're a product
manager. He as a product manager he's all about the product. He's always
spewing off stats and facts as they analyze all the transactions that are
taking place on their platform.

Darryl
Praill: That makes sense.
That's product related. It's being true to your role. He's a product manager.
I'm a marketing guy. By default, and you can say this if you're not a
salesperson, I'm supposed to be a little more out there. You don't need to be
an executive. You just need to connect with your audience. That's really it. If
my financial controller wanted to get really big in video, I would say,
"Knock yourself out and you should focus on ROI and financial related
matters as come down to sales. You should not be talking about coding because
that's not what you do."

Darryl
Praill: He would get an
audience and they would love what he has to say and he can become the go to guy
quoted about all things financial related. It could be SaaS company, metrics.
It could be whatever. It could be the art of collecting overdue payments and
how do you handle upset customers when you process their credit card and you
shouldn't have? All these wonderful stuff that are finance related, he could do
and that's his role. I think you just need to find people in your organization
that are up to the challenge and serve a need.

Darryl
Praill: For example, for
me, we're actively now trying to grow other people within the company to be
spokespeople and I would love, I designate a person from the tech support team
so they can always just talk about the product and the challenges and issues
and nonstop and they'd be the go-to face from a support side. That humanizes
the company and that also makes people feel better. "I hard that problem.
Everybody else has the problem. I feel so better. I felt like a moron and
there's a solution. Isn't that fantastic?" Then they start to feel
awesome.

Darryl
Praill: Similarly I'd
want to have somebody from the success team, so our success team, they really
make sure that if you're an established user that we take your usage savvy if
you will, to the next level. You become like a superstar user. They're exposed
to not the day-to-day tech support issues of this doesn't work. They're like,
you've got it working now what if you could make it work even better? What if
you could do this? That novel innovative applications of the tool that you
might not even have thought about, but if you hear it, you go, "Wow."
Just people in the company having roles and speaking, we will all hit different
audiences. There will be some overlap, but not a lot and that's huge.

Alanna
Jackson: Maybe even advice for
today's job seekers are to cultivate those skills because there could be a role
for you at the next company you go to where you need to be able to get in front
of the camera and talk or speak in public. Because it seems like it's becoming
a more important skillset with video and podcast and everything growing.

Darryl
Praill: Over 60% of
people when they hear your name, will go to LinkedIn first. That's a fact. It's
proven and you can imagine in the hiring circles of HR recruiters, that number
is dramatically higher. I'm hiring multiple positions right now. I've been
inundated with resumes. The first thing I do every single time, this is
literally the first thing that I do. I look at their resume and I don't even
open the first page as the [inaudible 00:39:28]. Okay, have they listed their
contact information? Do they have LinkedIn? Okay, they do. All right. LinkedIn
search for Alanna Jackson. Okay. What do we got?

Darryl Praill: How many contacts she have?
When was the last time you posted? What are you saying? Who you are connected
with? Have you personalized your actual link? What's your profile as you look
like? Have you messed at any time? Because right away for me as a marketer, I'm
going, if you can't even get LinkedIn no matter what your role is in marketing,
then you're not a marketer. You don't get it. End of story.

Darryl
Praill: I was with a
colleague out the other day and we're talking and he's a chief operating officer
of a large company and we were out for adult beverages catching up. We're
talking about sales, just sales. How's your sales? How's your sales? Blah,
blah, blah, blah. "Hey, I met this guy. This is guy is a rock star."
It's what he's saying to me. "Have you heard of this guy?" "Who
is he?" "He's so and so." So up comes the app and we're using
them and oh my gosh. I pull up his app and here he is. I said, "I'm
actually connecting with them. That's really weird."

Darryl
Praill: I didn't
recognize the name, but I remember first connection. I'm looking at him, I'm
looking at him, I'm looking at him, I'm going, "Has he never posted on
LinkedIn? Like literally I'm not seeing a single post." He goes, "No,
he's never posted. He's not into that." I'm like, "I would never hire
him." He's like, "Why not?" I said, "He's a sales rockstar
who clearly does not understand social selling and that's one of the three main
channels that's getting stronger and stronger and stronger. He has no
credibility with me."

Darryl Praill: "Have you seen his wins?
He's built teams to 70 to a 100 to 200 people." I said, "You know
what, that's great. Again, he doesn't understand social media, wouldn't hire
him." That's the truth. So guess.

Alanna
Jackson: Especially because
especially for tech companies, more than half of sales are going to come from
digital by 2020 is what Debbie has said. How can you not be on social?

Darryl
Praill: I totally agree.

Alanna
Jackson: It's crazy. Like over
and across marketing directors and CMOs and marketing managers where they are
not doing anything on LinkedIn. They have like 50 connections, no post and is
so baffling to me. It just is, yeah, that's weird.

Darryl
Praill: I always ask
people, they'll say, "Well, I'm not into that." I'm like, "Dude,
this is not about you being into that. Before I got this job I could argue I
wasn't into that." But I knew enough to make sure that I at least spent a
few hours making my profile look good and I keyword stuffed everything. Because
I never knew where that next client was going to come from or the next
recruiter is going to come from. But I knew how they were going to do it. They
going to do it through a keyword search. They are going to do it through once
they found me in a keyword search and they're going to go and they're going to
do exactly what I just did.

Darryl
Praill: How many
connections, how many recommendations, what companies has he worked at? What
has he done? What's he all about? I said, "This is about investing in you
and your career. You don't need to be me. You don't need to be a social media
prima donna, but you need to invest in you. If you don't even take time to
invest in you, wow, that's saying something about your commitment to your
career and your craft."

Alanna
Jackson: Right and it's kind of
scary when you think about it.

Darryl
Praill: It is. Right
about now, everybody's going, "Oh, sugar, when was the last time
[inaudible 00:42:52] LinkedIn?"

Alanna
Jackson: I still working the
same job I quit 10 years ago.

Darryl
Praill: Yeah, exactly. If
you're one of those people who are not happy with what I just said, I apologize
but, "Hey, I'll tell you this. I wrote a post on this." When I
overhauled my LinkedIn profile and not too long ago, it was one Christmas I was
at home and I knew I needed to update it. Probably hadn't been updated for like
six or seven years. I'm like, "Oh I got to finally do it." I spent
like eight bucks and got an ebook. I read it in an hour and then I spent the
next day actually slowly updating all this stuff the ebook said.

Darryl
Praill: That was it. I
did that over my holidays. I recently actually had it audited. There was a show
where our good friends Ben Grasso we're offering, "Hey, we'll audit your
LinkedIn profile." They audit mine. They actually asked me, "Did we
do your book?" I'm like, "No, it's awesome." I'm like,
"Thank you."

Stacy
Jackson: That's highly
praise from those guys.

Darryl
Praill: Yes. That was for
my good town friend Viveka von Rosen. She was like, "There's nothing I can
say to tell you to fix this." I spent eight bucks on an ebook, and that's
all I did guys. This doesn't have to be scary. That's why you have ebook. They
tell you what to do. This doesn't have to be hard. You just have to make it a
priority. It's in your own best interest, both for you and your employer. Trust
me on that one.

Stacy
Jackson: What should a
company do say they don't have someone identified, but maybe somebody in the
company is very eager to be that person, the brand picture, but they're not the
right fit. How should they kind of tackle that situation?

Darryl
Praill: They're not right
fit because they're ugly, because they're not articulate, because they're not
knowledgeable enough?

Stacy
Jackson: Maybe articulate
would be the thing because I guess you could train people to be a better
speaker though maybe.

Darryl
Praill: Yeah, you
absolutely can and I'm proof that you don't have to be good looking to still
have some success. To me, I think your chops [inaudible 00:45:01] so if we're
of the opinion that perhaps they're not ready to be on video because they're
not articulate or they don't have enough substance yet, then what I would
challenge them to do would be let's build up the video and let's do some
written posts. Let's watch you debate so let's have the back and forth, let's
do some written content.

Darryl
Praill: In other words,
let's build up that depth of knowledge. There's nothing like building up a
depth of knowledge by forcing you to write ebooks and white papers where you're
forced to research and learn it. Do some of that because especially research,
like if you look at anything I talk about, half of my statements, my
declarations, what have you, are literally based on research I've read and
internalize from other thought leaders.

Darryl
Praill: They're not my own
thoughts. I did one just the other day on how bad this person's landing page
was because they had 10 required fields. I knew it was bad, but I knew I
couldn't go and just post that and say, "This is bad." I went and
just did a wonderful thing called Google. I did a search on best practices for
landing pages and I got the stats and I said, "No, this is bad because the
stats say this and their conversion rates are going to suck because the stats
say this."

Darryl
Praill: I would have them
focus on the written word and the back and forth written exchange. Because what
you're going to watch in that and the written exchange of social media, it's
really easy to quickly drop down the basic instincts and say, "Well, you
suck." "Well, you suck more." It becomes a name calling thing.
It takes much more finesse and experience to say, "I hear what you're
saying and I respect your point of view, but as a counterpoint have you
considered x, y, and z?"

Darryl
Praill: Try to knock an
emotional and nasty, be intelligent about it. Once I've seen that, then give
them some harmless video to start with. Maybe promoting an event, "Hey,
we're going to be any this show. I'm going to speak of with a and b and c are
going to be there. I'd love to see you."

Darryl
Praill: Then see how that
goes and how the reactions are and then have them perfected. Then you can
eventually unleash the hounds and give them the really meaty stuff. Let them
engage with the industry thought leaders on, is the dress blue or is the dress
gold?

Stacy Jackson: One thing that's interesting to
us is if you've got somebody that's really been the star of the show, really
out there getting the name made for the company. What do you do if that person
leaves? Obviously you've already talked about how you're trying to encourage
other people in the company. I assume there's some kind of succession planning
you should have in place or just a culture of employee advocacy.

Darryl
Praill: If I do my job
right before I leave, if I'm leaving because I'm just ticked off because
they've screwed me and I just like, "That's it. I'll screw you back. I'm
out the door." It's all heated and emotional then it's hard to anticipate
for that. But if I'm doing my job right, the leaders of the company should be
anticipating that there's going to be turnover. Because the irony is more
visible you get, suddenly you start getting calls and emails and, "Hey,
just wondering if you know of anybody who might fit this opportunity profile
nudge, nudge, wink, wink. If you know anybody that they could reach out to me
because we're hiring this and it's a really fat paycheck. If you know anybody,
you should let us know."

Darryl
Praill: When you get more
visible, you get more of those so you are more vulnerable to be poached. The
leadership should be making sure that there is more than one. That's the first
thing, but then I would go one step further. Whoever the individual is who's
the spokesperson, should themselves be creating a line of succession so that
there's other people there. Back literally six months ago, I went into my CEO's
office, David and I said, "I have some concerns." He's like,
"What?" I said, "My concern is that I'm getting over saturated
and there needs to be less of Darryl and we need more people."

Darryl
Praill: Now I can say we are
grooming some people and we're going through the exact process that we were
just talking about to get them ready. They've got nice gear now. They had been
practicing some voiceovers. They're on video gear, they're practicing video.
They haven't gone out there yet, but we're building up to that. We have a plan
in place. Conversely, I'm already hiring people with that in mind.

Darryl
Praill: Again, I'm hiring
a position I was in an interview yesterday where I was with this individual and
I was explicit, I said, "I'm looking for a mini me. I don't want you to be
me. I want you to be you. But I need another person who can get on a video, who
can get on social and hold their own. Is that of interest to you? Because this
is a big part of the job. If that scares you a way, then you're probably not
going to be the right fit." I was looking from the get go and that's a
change.

Darryl
Praill: Before what I was
looking at, do they have the raw skills? Where now it's like not only do you
have the skills, but do you have the wherewithal, the desire, the capability to
engage this medium to reach our audience?

Alanna
Jackson: I have a question
about the results that you've seen. You've been speaking at a buttload of
conferences lately and doing all different kinds of webinars, podcasts,
everything. You're everywhere. Do you think that that is as a result of your
having more of an executive level visibility for the company? Do you feel like
that plays a big part into it?

Stacy
Jackson: What have the
results been for the company?

Darryl
Praill: I can speak to
the results. You guys probably a better answer to give to I suppose what you
think the answer is to the first question. I would love to hear it. In the
results side, what I can tell you is a couple of things. I started with the
firm in September 2017. One of the first things I did was make sure we start
tracking stats and all that wonderful stuff, which they were doing, but of
course I want it to overhaul it. We looked at the stats from January 2018 the
January 2019.

Darryl
Praill: Depending on the
programs we're doing on average in that one year period, when I compared year
over year, we were anywhere from three to four times the volume of leads that
were generated in the previous year. In that one year, in that 12 months,
whether it be webinar leads or trade show leads or what have you, inbound
leads, depending on the channel, it was three to four times more.

Darryl
Praill: Was that a result
of Darryl talking a lot and listening to himself speak and being a dick on
social media or what have you? I think it all adds up. It's really hard to
measure the impact of public speaking of have social media. But similarly I can
look at the sheer volume of content that's been shared. I can look at the
engagement levels. We recently did a Webinar on Webinars and one of the things
we shared in that Webinar on Webinars was how we produce Webinars.

Darryl
Praill: Our first one was
in December 2017 and we had like eight people show up. We might have had 25
people register, give or take. Now it's not uncommon for us to be 800, a 1,000
people attending our Webinars. What happened in that timeframe, is that simply
because our content got better? Well, no, it's because our reputation got
better and our reach got bigger and further and our influence grew stronger.
Now when we say we're doing this thing, people are like, "Yeah, I'm
signing up because it's just it's VanillaSoft, it's Darryl.

Darryl
Praill: When we began the
Webinars, we had to beg, borrow and plead with people, "Please, please,
please be on our show. We like you, please." Whereas now we have people
coming to us all the time saying, "Hey dude, how can I be on your
show?" We get to pick. When I go for the big names, Keanan and I just did
a Webinar a couple weeks ago, there's no pushback. I was talking to a fellow
named Matthew Paul a couple of days ago, and he sought me out.

Darryl
Praill: We were at a
conference. He sought me out and he knew who I was and I know Matthew as well,
but I've never met him before. He's like, "Dude, what can we do? What can
we do?" We did a video where we're at the show and I'm like, "Let's
do a Webinar. He goes, "Okay, so here's the name of my admin." He
goes, "We get asked all the time." He goes, "When you email her
and let her know we were talking and we'll make sure you get to the top of the
list."

Darryl
Praill: That wouldn't
have happened a year ago. But here's the real big kicker in that the only
advice I can give you, you got to be patient. From the get go, we had a long
game plan. I told this to my fellow executives. I told this to my team. The
first few thing ties we do something, whether it's on social, whether it's a
Webinar or a new piece of content, I expect zero results and I expect it to
only be a learning lesson so we can get better from there.

Darryl
Praill: But I do expect
in 6 or 12 months from now, we're going to be kicking ass. If we're not, we
haven't done it right. Be gentle on yourself. I guess the last piece of advice
that would give you is be really, really, really consistent. We do two Webinars
a month for two different audiences on the second Tuesday and the fourth
Tuesday, and it's always the second Tuesday and the fourth Tuesday.

Darryl
Praill: It's not when
Daryl scheduled permits. It's the second Tuesday and the fourth Tuesday because
my audience gets used to it being the second Tuesday and the fourth Tuesday.
Just mark podcasts are always the same time. They get used to that. You want to
go to kind of train and condition them and they look forward to it with
anticipation because it's predictable because you're consistent. That's harder
to do than it sounds, but that's what's necessary.

Alanna
Jackson: Yeah, I agree that
it's like a whole digital strategy. It's not just the one thing because we've
done so many pillar pages, we do blogs on a regular basis, we've got the
podcast, we do social. We're doing so many different things as part of the
digital strategy and your videos playing into that as well. Your personality
being that voice of the brand. I think all those put together has just created
buzz and excitement around VanillaSoft that we didn't have before. I think that
that has really been something that has moved the needle on what's happening.

Darryl
Praill: Well, you want
good examples of that to inspire and incent the people who are listening. When
I was named recently the top 19 marketers to follow in 2019, I was in a car
driving from San Francisco from show I just finished to San Jose to a show is
just going to. It came across in a Twitter mention, I got tagged. I'm like,
"What the hell is this?" I had no idea. I had zero knowledge I was
even being considered. Today is a good case in point.

Darryl
Praill: I'm doing my own
thing and we've got software that mentions for media mentions and boom up comes
a media mention and HubSpot. HubSpot, little low HubSpot, small little company
named us one of the top 10 sales management tools in 2019. Again, I had no idea
this was coming. How was it we've been around since 2005 and none of this stuff
has happened previously, but now just like it's becoming every other day it's
like we're on another list or we're on another podcasts? We're we're on anther
directory, we're being asked to participate here, speak there.

Darryl
Praill: It is the long
game. It is momentum and it is a snowball and it gets bigger and bigger and
bigger. My biggest fear though, candidly is how do you sustain that is what
keeps me up at night. How do I sustain? It's kind of like think of your
favorite TV sitcom. It's a great sitcom for the first year or two. Then after a
while you know it's always gonna be there. If I miss one this week an episode,
it's no big deal. Then before you know it, it's, "Oh, it's off the air.
That's too bad."

Darryl
Praill: Because it became
the new normal and so that's my worry. That's my next one is how do we sustain,
how do we grow, how do we continue to push? But that's a marketer's I think
good problem to have.

Alanna
Jackson: Exactly. That sounds
like another podcast episode. I think so. We have a just for fun question to
wrap it up. If you were not the CMO job of VanillaSoft and could any job in the
world what would you do and why?

Darryl
Praill: I hope someday I
will be the CMO VanillaSoft I'm really hoping. I've been asked this question
before and ironically, people who are going listen to this, going to say,
"Well it all makes sense now" when I give you the answer. I would
love to be a talking head, whether it be on a cable news show or talk radio,
national audience where every single day I get to sit down to the news makers
of the world, whether it's politics or something else and just sit there and
hammer it out. I would love that because I just love-

Alanna
Jackson: You'd be good at that.
I can see that.

Darryl
Praill: ... I love news.
I love people. I love asking the hard questions. I'm a bit of a news junkie, so
that's the kind of stuff that would probably do. Ironically my son is following
in my footsteps only he's doing just that.

Alanna
Jackson: I was going to say you
have an in with that world.

Darryl
Praill: I've built an in
with that world, but if I was to do it all over again, that's what I would do.
But you know what, I love what I do and the best part of what I do and this is
with all sincerity because I'm surrounded by really, really, really good people
on my team. They make going to work today, every single time, every single day,
this is a blast. They have no problem calling me an idiot and I like that. They
had no problem disparaging me and so nobody on the team takes themselves too
seriously.

Darryl
Praill: But what's really
cool about my team and why I like my job so much is that when we asked them to
step up work a few extra hours or put the extra effort and because we have a
big goal in mind, every single time they step up. I think they're the reason I
get up in the morning because they're just so much. So I'm blessed. I'm happy
where I'm at and maybe in my next life I'll do that.

Alanna
Jackson: Well, we have to say,
you make it fun for us too.

Darryl
Praill: Of course you
have to say that. If you don't do that, I don't pay the bills.

Alanna
Jackson: That's right. You
really do, Darryl. We really enjoy doing the work with you and the rest of the
VanillaSoft followers.

Darryl
Praill: So folks, if you
don't know it, Jackson Marketing are some pretty amazing people and I'm not
saying this to plug them because you know they've asked me to do. Because they
sure as hell didn't and that's what I love about them. But when you get what
Jackson marketing is you get the full service. These people to know the tech
stack, to the operations, to best practices. They're out there on the bleeding
edge learning and they're doing. They're not just talking about doing a
podcast, they're doing a podcast.

Darryl
Praill: What I love about
it is they're chronicling what they've learned and they're sharing it with you.
That's the kind of agency you want to partner with. Whatever you do, surround
yourself with good people like them and you will have fun and you will be
successful and you will learn so much. That's words of wisdom from Darryl
whether you want to hear it or not. There you go.

Stacy
Jackson: Well, Thank you
Darryl.

Alanna
Jackson: Thank you.

Stacy
Jackson: We appreciate that.
Well, there you have it fellow B2B sales and marketing people. Are you ready to
embrace the role of the company spokesperson or at least cultivate some people
in your organization to take it on? Take it from Darryl, it does work. Darryl,
if our listeners want to ask you any questions or follow you online or see you
in action at a conference or in your videos, how can they find you?

Darryl
Praill: Just LinkedIn is
really the simplest because I'm always telling you what I'm doing. I'll be
speaking here talking there, debating somebody else, some rails. Follow me on
LinkedIn. I would love the connection. I would love to connect with you. I'm a
big believer and loving and endorsing and supporting and helping the tribe.
You've got a question you want to know my opinion and there is nothing in it
for me, that's cool. Reach out. Let's do it. That's what we do. Let's be fellow
tribes. Let's do it.

Stacy
Jackson: Let's do it. What
about your podcast, do you want to tell everybody the name of that because you
say it so well?

Darryl
Praill: If you want to
listen to the world's show on inside sales, then you need to listen to INSIDE
Inside Sales where we give you the meat and potatoes. Just the facts, none of
the fiction, no strategy, no vision. It's just hardcore. How do you do this and
you do this job great? We bring in the industry's best thought leaders and we
make it happen and we laugh and we share knowledge. When you're done listening
to that half hour podcasts, you will be smarter, wiser, better, and more
prepared to succeed all at INSIDE Inside Sales.

Stacy
Jackson: We've got to work
on saying our name like that Alanna.

Alanna
Jackson: I know, right? Or get
Tracy to say it for us, Darryl's wife. I hear she does a good impression.

Darryl
Praill: She does a good
job. She mocks me pretty good. Cindy, Cindy, Cindy, everything to her is, I'm a
big monster tracker nonsense.

Stacy
Jackson: Well thanks Darryl
for joining us. We appreciate it.

Alanna
Jackson: Yeah, we really do.

Darryl
Praill: No problem.

Alanna
Jackson: It was fun.

Darryl
Praill: Anytime. I look
forward to hearing this live soon and learning about all the leading edge tools
you're using to produce this puppy. There you go.

Stacy
Jackson: Oh, Daryl. All
right Alanna, end of another great episode. Why don't you tell people how they
can get in touch with us.

Alanna
Jackson: There are multiple
ways you can get in touch with us. The first one is Twitter. You can reach
Stacy @Stacy_jax, S-T-A-C-Y-_-J-A-X or or you can reach me @Alanna_jax,
A-L-A-N-N-A-_-J-A-X. If you prefer you can catch us on LinkedIn instead. Just
look up our name's Stacy Jackson and Alanna Jackson. Don't forget you can leave
us a voicemail on the anchor mobile app. We might use your voicemail on next
week show.

Stacy
Jackson: Thanks everybody
for listening in. We'll catch you next week. Bye.

Alanna
Jackson: Bye. The B2B Mix Show
is hosted by Stacy Jackson and Alanna Jackson of, you guessed it, Jackson
Marketing. If you need help with your B2B inbound marketing efforts, visit us
@jacksonmarketingservices.com.

Tweetables





About Our Guest: Darryl Praill

Darryl Praill is the CMO of VanillaSoft, a leading sales engagement platform.

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