Episode 7: How every business should be a content machine

Marti is an expert in PR.

But not in the traditional, old-fashioned way of paying a few thousand bucks to get featured on the 30 under 30 list of Forbes.

Marti runs Influence Podium, a company that helps busy CEOs to become industry leaders by creating content and strengthening their personal brand.

One of the reasons I started this podcast is Marti’s passion about this topic, so make sure to listen, there are quite a few golden nuggets!

Marti Sanchez: So I told them what if I build a team and give you an account manager? And that account manager is the only person that you talk to and the account manager runs everybody else, the ghostwriter, the video editor. And he said, I'll hire you. And then I said, give me one month, after a month, I presented that that was version one of influence podium, where we focus more on personal brands for CEOs.

Jesus Vargas: Hello, everybody. Welcome again, to another episode of the LowCode podcast, today we have with us Marti Sanchez, he runs a company called influence podium, and he has a very unique take on how B2B companies can grow and get better and more qualified leads. So Marti thanks for joining us. And why don't you tell us a little bit more about what you do at Influence Podium 

Marti Sanchez: Yeah. Awesome. Thank you so much for having me. First of all, uh, the elevator speech of, um, influence podium is we help B2B companies become media companies. Uh, what that really means is I started this agency because I believe that public relationships was the way that B2B companies used to need to communicate with their market, whether that's investors, that's new clients, new recruiting talent, and that world was that. PR, that world that we needed at that point, uh, died when we created new social channels that we can own and use that to communicate with the audience.

The new world is the way that I see the world in five years, which is every bit of a company is a media. What that means is they are able to win the fight for attention by creating content at scale and content that is relevant to the audience and utilize this ownership channels to communicate with the market.

So it was a realization of PR is that there needs to be a better way. This is where the future is going. We need to help B2B companies go from the old world to the new world. 

Jesus Vargas: So It's PR in the digital world? 

Marti Sanchez: Yeah. It's the PR 2.0, right. It's, it's a PR where you don't need permission from Forbes or from Inc magazine.

You, when you can do it yourself. 

Jesus Vargas: Okay. So we'll get back to this later, but can you tell us how you came up with the idea about this business, how you started. 

Marti Sanchez: Yeah, absolutely. Um, I, well, I'm originally from Barcelona, but I, uh, went to college in the United States when I was 17. Uh, during college, I used to go through my classmates papers for $10 a page cause I needed some money and I played basketball.

So I couldn't, uh, work extra time. Uh, from there I realized that writing was something that I did very well. Uh, and I kind of forgot about it until after I graduated, uh, took a job with finance, in finances, really hated it. Went back to Spain. I found that I could not find a job back in Spain and went back to the one skill I knew I had, which was writing.

I decided to do ghost writing for CEO's. Cause after that was the way to learn from these people and get paid to learn. Eventually we found this client who has a ghost writer, video editor, a podcast editor, and two or three different roles. And he was super busy because he was running a $4 million agency plus his personal brand side on the side.

And he asked me. I cannot continue to do this cause I have too many people to manage. So I told them what if I build a team and give you an account manager? And that account manager is the only person that you talk to and the account manager runs everybody else, the ghost writer, the video editor, and he said, I'll hire you.

And then I said, give me one month, after a month, I presented that, that was version one of influence podium, where we focused more on personal brands for CEOs. Um, and it's still something that we focused on, but we have evolved, but that's kinda how we started. We realized that there was a way to feel personal brand at scale.

Um, and that's people that were CEOs didn't have enough time to manage those and more people other than their company. 

Jesus Vargas: What was that? What year was that? 

Marti Sanchez: Uh, I think that was about three years ago, maybe four years. Uh, so relatively young. Um, so I went from being a freelancer to then starting the agency. I would say about three and a half years maybe, and then the pandemic settled and it all kind of exploded for us in a positive way, but three and a half years ago, it was the, the origin of influence podium as a company.

Jesus Vargas: Right. And how do you start getting more clients after that first one? 

Marti Sanchez: Yeah, it's a good question. Uh, we realized that we needed to walk the talk, right? Like if we pitch content, if we pitch personal branding, if we pitch CEOs, sharing their mission and vision on social, uh, we needed to do the same thing. Uh, so I said, it's my podcast for him stories.

I continued to post and maintain every day. Um, I entered Twitter, so, linkedIn, Twitter and podcasting, this have been the three main content, uh, channels for us and the main avenue of inbound opportunities. Uh, right now, we're, I think we're about 450, 500,000 in annual recurring revenue. And it all comes from inbound opportunities and content and personal branding.

So that's where all our clients are really kind of from. 

Jesus Vargas: Oh, that's pretty cool. How many people are working in the agency today? 

Marti Sanchez: 

 Uh, yeah, we a mix of full-timers with contractors. I believe we are about, uh, four to five full-time with a few contractors on top for certain things to be more flexible.

Um, We've scaled up in the past, and then we've had to scale down and scale up in the past. Uh, so we're shifting this numbers, um, when I'm, mostly quarterly basis, I'd run over to that team of a core team of in-house they're the content strategies, the account managers, the people that really worked on the client facing roles and contractors that were better for, uh, the content creation, writing, video editing, podcasting etcetera.

Jesus Vargas: So. How does it work? As far as I understand, uh, the CEO, your client does the video, and then you will repurpose that video in many different content. 

Marti Sanchez: Right. It's a good question. So, uh, becoming a media company is the outcome, right? It's the north star. It's where we're going. How we get there is a tailor fit process because every company is a bit difficult.

Uh, some companies have competitive [uninteligible]. Depending on your audience, the content channels might be different. The content types might be different. So the first thing that we do is really work on the strategic narrative. The strategic narrative is the overarching message to the content, right? For us strategic narrative is what's really the old world, the new world.

And how does our company become the vehicle from the old world to the new world? One thing we see a lot of companies make mistake is to put out a bunch of content, but it's not aligned. It doesn't have a north star. Uh, so then the strategic narrative, I call it the lighthouse in a dark storm, right? Like that's where we're going to represent.

Uh, once we've identified, 

Jesus Vargas: Is that something that usually companies already have or that's something that you help them figure out?. 

Marti Sanchez: It's a good question. I think the, they seem, they have habits, but it's not real. So they think, or, uh, cause it's not practical. Right? Like th see, they have a story, but it's.

They'll come at us. It's not written, it's not a very efficient, like we have this origin story of how I created the company, but it's not the change that we want to see in the world. Uh, so there needs to be a more focused on this. This changes takes a month for really to work and to really put together. And then we build the lower version.

There's people that are even better than us. Uh, there's a guy called Andrew Ruskin, who is the guy of strategic narrative and his projects take months and months to define, um, we do the shorter version so that we can move to content. But, uh, this is the first thing that companies should be thinking about before they put out content.

Um, and from there we've defined an audit, which is the best content channels, and the best strategies to turn this strategic narrative into reality, but the content is a drip daily repetition of the strategic narrative. Um, okay. 

Jesus Vargas: So maybe some examples of the, of, of these lighthouse, is that like the image that the company or the CEO wants to project about themselves, or is it something else 

Marti Sanchez: It's ingrained in everything you do as a company from marketing to recruiting,

to the deck, to the sales. 

Jesus Vargas: Is that your vision mission or 

Marti Sanchez: The simplest way is, uh, so kind of conceptualize it in a, in a short conversation is what was the old world that we used to live in? Why does this not work anymore? What happened int he world, that it changed and that world is not the way that it should be moving forward.

Um, then we talk about what's the new world, what's the vision that we see the world looking, and it's not about your company, it's about the market, right? Um, and then ideally you already have some people that are winning, playing that new world. And your company is a vehicle from the old world to the new world.

Let me put it in like example of Influence Podium. PR used to be the way that people communicate with the market. Something happened, which was the democratization of attention. Now we have Twitter, we have LinkedIn, we have millions, we have podcasting, that changed, and we didn't have that before. So now we don't need Forbes and Inc and entrepreneur magazine, you know, this outlets..

 We don't need that permission. So now we live in a permission-less world of content. Now we live in a world where you can become a media company and you don't need Forbes. You don't need that permission. So that's the new world. Old world,, a change new world. How does he influence? It's not about influence podium, influence podium,

we could see that. And then we become the vehicle from the old world to the new world. Right? For, for low-code the old world used to be, we need a team of 16 developers paying 300,000 every month. Every project takes months and months. And. And there's no maturation. We don't prove that the concept is real, the new world that you can use it with no-code or low-code because change was the, these tools had happened.

And your agency in a way is the vehicle from that world where companies used to live here to the new world where companies can now in a better future. So, so that's how we think about strategic narrative old world, change, new world, and then the vehicle from old world to the new world is your company. And then your content repeats that strategic narrative daily, daily, daily, until it becomes real.

Jesus Vargas: Okay. And then how do you create the content or how do you help the company create the content? 

Marti Sanchez: Yeah, so, like I said, the tailor fit process across our clients. We're seeing. Uh, two main channels that are the, I call it the most probable success path, right? Like the things that usually tend to have the most impact, which is podcasting, b2B, podcasting, and B2B CEO social leadership, whether that's on LinkedIn or Twitter, the personal banner of your CEO, creating thought leadership content on LinkedIn or Twitter.

Those are the two things that we tend to see, and I'm generalizing what the best companies 

Jesus Vargas: Don't you think that podcasting is a very crowded medium already? 

Marti Sanchez: I think it depends. So we've for podcasting, your objective is to get millions of views and listens. There's a big chance that yes, it's too crowded.

Your podcast is not special enough. That there's a lot, that's not, that should not be the outcome of success, in my opinion, both the benefits of podcasting are three. One, the relationship you build with your guests, right? If you get a set of podcasts and start inviting people that are your ideal customer profile and use the podcast to turn relationships into sales conversations naturally and organically, that's a great way to do that.

Benefit number two is a content creation. So you don't only get a pillar piece of content, but you can repurpose it into small clips for gaining social. And then three is the audience that you're building right over time. Uh, as you promoted and you become the expert in the field, plus you have an audience. 

Those are the three to four benefits of podcasting. Uh, but the audience is the icing on the cake, uh, everything else is, if I build 50 relationships with 50 ideal clients over a year this is, what percentage of probability do I have to close 10% of those. 

Jesus Vargas: Right. Okay. So the goal is not I'm out of listeners. It's 

Marti Sanchez: a development of scale.

 And then everything else sums up. Um, for our numbers, what we've seen is people that do this usually tend to close about 10% of guests, whether it's the guests themselves, or through referral partnerships, it's not going to happen right away. It's a relationship. Um, that's why we only recommend podcasting.

If you have a big average order volume, right? Like if you're going to buy her lifetime value is over $24,000. Then okay. Or $10,000. That number depends for companies. Right. But if you're having a large sized value, then it starts to make more sense. If you make $19 a month for each client, that's not going to be a great way to do it.

Right, right. Right. So it's a way about what strategies are most probable success path to your impact, and then. Becoming a media company, like a product roadmap, like, uh, like, you know, better than anyone, you don't start with the biggest product, you start with an MVP and then you, I think you testings. Uh, so just like that, you could start with one or two initiatives, like CEOs, a leadership and podcasting.

And over time you can add articles and SEO and you can add, uh, podcast guesting. You can add a few different content, avenues and initiatives on top, but you don't want to do too many at the beginning. You want start with one or two, get some results there and start scaling without draining yourself of time and energy and money.

Uh, so that's how we see it. It's, it's a pro roadmap to becoming a media company. It's not something you go from zero to a hundred right away. 

Jesus Vargas: Right. But then are you focusing or do clients come from a specific industry or do you think that any industry feeds like this services that you provide? 

Marti Sanchez: Yeah. It's a great question.

I think, uh, like I was saying before, uh, clients that have large size deals are better fit. Correct. I don't think it's worked for everybody. It just meant about how your distribution plays. Cause if you get $19 a month you need a big, big distribution, uh, together. Uh,

Jesus Vargas: so let me ask you one question before you go on.

Are you saying that these, uh, high price ticket items or businesses that sell this large, large deals? Are you talking about just podcasting or content in general? 

Marti Sanchez: I think in general, it's easier. the larger you do that. Podcasting specifically, but in general, I think 

Jesus Vargas: Ok but why podcasting more than like texts or reading content. 

Marti Sanchez: Great question.

Because when you do podcasts and you're doing one to one, right, it's me and you right now. So you're right. If you get good distribution for the podcast, you get a larger audience. But like we were talking before, especially in the first years of doing podcasting it's gonna be, the main benefits is a relationship with the guest.

You can only have one guest at a time. Um, right. Whereas this, when you're creating thought leadership on LinkedIn or Twitter, you can get 2000 views per every post. Now it's one to 2000 vs one to one. Uh, okay. So, so that's how I think about it, especially it's podcasting more high tickets. Uh, so in general, high ticket is better, Uh, but it's not the one requirement.

What the one requirement I would say is you need to have a good strategic narrative without a good strategic narrative. Everything kind of. It's just, you're throwing stuff to the wall. With strategic narrative now your message means something. And now you can really use that and leverage that to drive inbound revenue, lower customer acquisition cost, shorter sales cycles, uh, higher wind rates.

Uh, but without that, you're just talking out loud. You need a message. 

Jesus Vargas: Okay. So coming back to the question about industries, you say it's industry specific or not really

Marti Sanchez: uh, industry, uh, I think if we're industry agnostic, so no, no, not really any industry B2B, obviously, but within B2B, any vertical, what we're getting there.

I think if we have this same conversation in two years, but I'm going to be able to tell you is in each industry, we have helped the leader of the market become the leader on the market. Right? So for example, we work with a micro choir, which is a marketplace to buy himself agencies. They're disrupting startup acquisition, right.

We're small part to helping them do that. So that's the vertical uh, we help, uh, Paid ad agency, uh, creates a strategic narrative about data-driven growth and adaptive growth. That's what they call it.

It's called ladder. There's been great. So with them with disruptive. They drove by like how to data, that data testing phase growth. Uh, I think eventually we're going to be able to say in 10 industries, we've been able to achieve that right now. We're only like three or four that we're, that you can see the people working on sending out.

Uh, but eventually as influence podium goes, my vision as a company is to say, ten different verticals, all the leaders. You working with us and partnering with industry agnostic. We like one per industry because we want to be the best in the industry. 

Jesus Vargas: Right. Okay. Now talking in general about content, uh, it's sometimes it's hard for people to create content, right?

Maybe they're not good at doing videos. Maybe they're not good at writing. Uh, and it's, it's challenging for people to sometimes do marketing and even harder for a lot of people to do sales. Uh, so right now there are, you mentioned that earlier the democratization of, um, 

whatever you call it. 

Marti Sanchez: Yeah, democratization of attention. 

Jesus Vargas: So there are so many options today as a consumer, right?

And then there are a lot of, but if we talk about podcasts, like very industry specific podcasts, so you can listen to the leader of your industry or your niece, whatever. Um, where do you see, content going like in the next five years, do you think that we will get to that? Like micro-niche like we will listen to podcasts related to no code apps field for the healthcare industry or where do you see the, like the continent industry in general going to?

Marti Sanchez: Uh, it's a great question. The way I see that. Um, and I'm still earlier on this thought, so maybe in a year I'll give you a different answer. Uh, but I see a future where companies become Netflix-like, so they become this library of content that doesn't have to be content forever. I call it like short-term content.

So instead of doing a podcast that is like, interview-based forever. I think what we're going to start seeing is a more B2C approach to content. Where we see more out of the books, more creative content series that are not forever, but they're like at like seasons, right? Like season one of 10 episodes. And then after that season finishes, we see if we want to do it, but we want to test another channel.

So I think we'll be this channel testing, we've been testing a lot of different channels and different concepts within the channel. Um, and it's not going to be content that is meant to be forever. It's content that's meant to be, uh, tested for a specific season for specific number of episodes or for short term. Uh, and then we're going to reevaluate that.

I think it would be like Netflix says he buys this day by the show. They put a season now, and if they test it, they analyze what the audience thinks. And then they decide, okay, we're going to scratch this show and do something else, or we're going to give them a season two. So I think we're going to start seeing more of that.

Uh, but it's going to be less, work-related only, it's going to be more literacy, more, more fun, more entertainment. Uh, not just, um, super specifically with for it, I think we're going to have both extremes, right? I think, 

Jesus Vargas: That require like a very large enterprise that has the budget to create content and then test and then see if it works.

Marti Sanchez: It's a question that I'm thinking about. I would love to give you an answer. I don't want to give you an answer that I'm not sure. I think there are ways to do that in, uh, that don't require a 15 team of videographers and video editors and all that stuff. I think we're going to find that companies become more creative in the concepts of their shows and the concepts of their content.

It's not going to be this. We will have to innovate on how we entertain versus innovate on what topics we cover. Right. As the, the, the topics of LowCode we're going to cover them. But how can we cover them in ways that nobody has covered them before? I think it's going to require more creativity. I think marketers are going to have to rely not just on the data of analyzing how it work, but on the creativity of artists, of how to put a show together, a producer, uh, because when we're fighting for attention, we don't define pretension between the competitors of low-code versus the competitors of Influence Podium.

We're fighthing potentially with Netflix, we're fighting with tension, the Houston basketball and football. Um, so how we win the fight of attention as it becomes more open and more free game pay, and then we'll see how that plays. Uh, this is how I, I, again, I know that my answers is a bit vague. I think I'm still working on understanding how that looks like.

Uh, and I think Influence Podium is going to be a play on role in that. And we want to be one of the people that start creating concepts that are different. Uh, an example, for example, something that we're working on is the show where, uh, we, I play I'm a basketball player. So I have selected a few people that I know are CEOs and marketers that play basketball.

So the show is going to be, we play one-on-one in basketball and it's recorded while we play basketball and talk to each other. And then there's an interview at the end of the one-on-one game, sitting on the side. And the interview is a bit more court-related but also personal, right? It's the same interview show, but it's a bit different with the spin.

This basketball involves more fun. It's more enjoyable. I think we're going to start seeing more creative stuff. Uh, and we that's how B2B companies are going to be less serious, less, um, professional. And they're going to be more deep to see, like for like Netflix. Uh, so we'll, we'll see how I think that's [uninteligible].

Jesus Vargas: Do you think that follies or audio like podcasts or audio content will grow as fast as video content has grown? 

Marti Sanchez: Um, I think the concepts of the types of content, uh, will continue to change. I think audio will continue to grow. We can compost like 25 next week investments. I think it's good to have.

Uh, but I don't think it's necessarily to be exclusive. I think you can do both. And I think a lot of companies that repurpose content are going to be able to hit different types of content without overextending diamond financial resources. Uh, so repurposing is going to be key. It's about hitting all the channels and being native to all channels.

So we're going to see how that plays out, but audio video, it's just the easiest way to consume content. We need to make it easier for our consumers to get their attention. And if audio is away way, then companies need to adapt, and we're seeing that trend. 

Jesus Vargas: What do you think about TikTok? Do you think that eventually it will become a B2B channel or will never be a good channel for B2B?

Marti Sanchez: It's a bit of a hypocritical of me, but I think it already is. And I say it's hypocritical because i'm not there, but I think like we talk internally about how to get there. Uh, we just have a hard time, obviously we're growing the agency. There's a lot of things in our place, but we have to be there eventually.

I think already is a B2B channel. I think it's not going to be the number one source of inbound opportunities. I think like we were before. Right. It's a protocol you're becoming a media company is the protocol. TikTok is part of that. Now, do you have to do that on day one? It's probably not initiative number one. It's initiative number six. Right? Once you get the sale. Okay. Then yes, go in there. But what's the most success probable path? 

Jesus Vargas: How do you define, how do you define which medium is the most important one, is it the one that will get you clients first? 

Marti Sanchez: Yeah, I think that there's a, there's a matrix that I love to kind of put together.

You find the initiatives by finding, uh, the low hanging fruits by finding tiles that don't take too much of your economic resources, um, by finding channels that you have competitive advantages, for example if you have a great audience on LinkedIn or, and then you find the channel, maybe reverse engineering, what are the audience attention is by like, if you work with marketers, Twitter is a good place, right?

Did you see is Twitter's a great place. If we're talking B2B, LinkedIn is probably a better place. So reverse engineering. Where the audience attention is, where you can make the most impact, where you can get some quick wins to keep you excited, because I think this is important. There's an emotional factor to content.

You have to see some wins. Um, and then where you can, don't have to spend all your budget from day one. You find that medium point in that matrix and that's how you choose an initiative. Um, and then you prioritize them. Once you hit one, you start continuing the next and then the next, and then the next, when you get to TikTok, I recommend going there.

It's just most likely it's not going to be initiative number one for B2B companies. 

Jesus Vargas: Right, right, right. That's interesting. I was doing my newsletter yesterday and I mentioned how companies have to become media companies. And actually, if you look at Stripe, which is the largest payment processor in the world, at least digital, uh, they have like a publishing section in their company. Right. And I really don't know what they do, but I know that they do that, which is interesting because you would never imagine like visa or MasterCard or American express creating content in the way that Stripe does it. 

Marti Sanchez: So well and thrive. For example, they bought indie hackers, indie hackers is the community correct of that is, can be thought as a media company, right?

Like that's indie hackers, it's basically a media company, thrive realize that. That's how important building a media company is. So many companies are buying them. I have a list right here. We have outreach buying sales tracker. We have HubSpot buying the hustle. We have Zapier buying MakerBot.

Uh, we have Salesforce plus we have, uh, micro acquire deciding bootstrappers outcome, which is a B2B Company by itself. I just wrote a bit about that, that we're going to publish next week. So we're seeing all this companies that one, can build their own media companies inside, like Stripe is doing, but they realize how important this is and they're buying media companies so that they can buy that immediate attention and they can be the educator at the industry and they can position that.

Uh, so this is why it's so important that all these companies are spending millions and millions of dollars on acquiring that. Um, now if you haven't raised a hundred million, you probably not going to be able to acquire it. You have to build it yourself. And that's why I think we can help. Right? If you can acquire them, you don't need us, but if you need to build it yourself, that's how I think influence podium could help.

Jesus Vargas: How long does it take for clients of yours to see results? 

Marti Sanchez: It depends on what you mean by results, right? Um, if their results 

Jesus Vargas: what are the objectives in different companies that you work with?. 

Marti Sanchez: Yeah. I think that that's an individual question to each time. Uh, I think that's okay. Um, if the outcome is to become a media company, I personally believe that you are a media company.

The second you create a strategic narrative and get an initiative and start executing. You're already a media company now, correct? Like we're saying right, media company initiative one, versus initiative two stem, there's certain levels to play. Um, and it it's an abstract. So if the outcome is that, strategic narrative plus one initiative, um, content creation, you're already that, um, now for what we're seeing, which is really building a brand.

And when you start seeing inbound opportunities, when you start seeing lower customer acquisition costs, shorter sales cycles, higher wind rates. Usually we think that between six to nine months is a good time period to start seeing that, for us at our company, we're seeing better results on year three that we have seen year one, year two right. And in year 10, we're going to see even better results. So it's a long-term, 

Jesus Vargas: it's like blogging. It's a compounding effort. 

Marti Sanchez: And then the, the one thing I would recommend for people listening is especially the first six to nine months, you need to look for qualitative data versus quantitative, like people that come to a sales call and tell you, Hey, I was listening to a podcast, where I was showed your tweet.

I see your LinkedIn. This is hard data to quantify, or somebody, my friend told me that his friend told him that your newsletter was great and thought we should talk to, like, you cannot quantify that, right. Even if people like read your newsletter and then Google low code and then sign up for it for a strategy called through cool.

Your analytics tell you, that's the O the reality is correct your LinkedIn or your new site, or your Twitter, all the other stuff. So attribution is really hard. So I think the most important thing is to look for qualitative data points. Uh, correct. And then when you find that you realize you're onto something, eventually you start seeing great data, but qualitative data, it should carry you forward.

Like I was thinking is truly sentimental, uh, to work on content. Uh, so you need to keep your spirits high and that's how you keep them high. Yes. 

Jesus Vargas: I was speaking with someone with a lead, like a couple weeks ago and I asked him, how did he find us? Right, and he said, I saw you somewhere. I was like, Twitter, Facebook, podcast, YouTube.

Right? There's so many channels you have to do today. You have to do everything. I think that you do a great job helping companies with like their CEO is super busy growing the company. Um, getting sales, whatever, helping them create a lot of content, which is something fundamental and yeah, which I completely agree.

You end up being a, a leader of your industry, a leader of your niche, and that will help you one way or another to close leads. Either people find you from somewhere else and then they see you that you're the industry leader, or they find you through that content. Um, and then, so it's, it's a, you have to add a lot of things.

Yeah. The benefit because sales are not that linear.

Marti Sanchez: Exactly. And benefits even go, especially in B2B, right? Because the sales process is so complex and so many people in the middle of. But the benefits of this, I think go beyond sales, right? When you start caring people come to your company, because one, they believe in your message, which is your strategic narrative.

And two, they like your content and that's the type of company that they want to work with, for this fast growing venture back companies, recruiting is even more of a challenge than sales, right? So this is helping your recruiting pipeline as well. When investors come to you and say, for your next round count me in, because they read your article, that's another benefit that is not sales related, but it's equally important to making you success, when somebody wants to acquire you, and now they're not only buying a company with a product, but they're buying a media company with a great brands right, now, your multiples are much higher. Um, so when you start thinking about, should I put two to 10 grand on this every month?

Then you start realizing that this makes sense long-term, it's not gonna make sense right, by February, but eventually, right. But this is the mindset for the people. I think mindsets for building a media company, it's the most important thing, the skills, the team, everything else you can figure it out. I can help you with everything else.

I cannot help you with mindset. When I say I, I mean, my company or people are working on this space. Um, so that's how we're seeing it benefits go across the board. Um, but it's not just sales, it's recruiting, it's funding, it's acquisitions. It's a good place to be. It's a good place to be for sure. 

Jesus Vargas: Yeah. That's somebody grows with content on every, on every single departments

Marti Sanchez: People can replicate your product. I can hire exactly, you know, but it's hard to replicate your brand, uh, correct. It's much as your or your strategic narrative for being the first market. It's the first person in that market, that strategic narrative, because it replicates , again, it's not a fit for everybody. Uh, I do think every B2B company will be that I don't think every B2B company is ready to be that.

Uh, but the, the companies that want to be the leader in the space, uh, this is how you get there. 

Jesus Vargas: Right. That makes sense. Marty, where can people learn more about your company and yourself? 

Marti Sanchez: Uh, yeah, my LinkedIn, my Twitter are good places where I'm putting out content, influence podium.com is our web. Um, my, my email is marti@influencepodium.com.

Um, always having to chat about this. Uh, you get I'm passionate about it. I could talk about this for hours, but it hits us. I really appreciate you having me on. 

Jesus Vargas: Thanks. And I appreciate you coming. 

Marti Sanchez: Absolutely. My pleasure. .

‍