The Secret to Building Great B2B Content with Adam McQueen, Director of Product Marketing and Content at Klue | Ep. 363

0:00Hey besties, welcome back to another episode of the Marketing Millennials. I'm Tamara Griminski and I'm stepping in as your guest host while Daniel's out on paternity leave. I'm a career product marketing leader and the former VP of PMM at high-growth startups like Kajabi and Unbounce. Now I'm the founder of PMM Camp, a community and newsletter for product marketing leaders. And while Daniel's off doing dad things, I'll be here bringing you fun combos with some of the smartest marketers I know. Today, I'm joined by Adam McQueen, the Director of Product Marketing and Content at Clue. and one of the masterminds behind the Compete Network.

0:32In this episode, we dig into how B2B brands can stop making forgettable content and start thinking and acting like media companies. Adam shares the origin story of Clue's in-house media arm, why they chose to build rather than buy, and how they dream up concepts that are both wildly entertaining and strategically tied to their product narrative. We swap stories from producing our podcast together, unpack what it's like to debut a full-on feature film at a B2B conference, and get real about proving ROI to skeptical stakeholders. Plus, Adam breaks down how any marketer, even without a big budget, can take the first steps toward building their own media presence.

1:14Welcome to the Marketing Millennials, the no BS marketing podcast. I'm Daniel Murray and join me for unfiltered conversations with the brains behind marketing's coolest companies. The one request I tell our guests, stories or it didn't happen. Get ready to turn the f*** up. Adam, welcome to the show. This feels weird. I shouldn't be on this side of the microphone right now. What's going on? It's so fun. Yeah. So for context for all of our listeners out here, Adam and I have worked together on another podcast where I was the host and Adam was my producer. And so I get to flip the script on him this time and do a little interview, kind of get into your head.

2:03I feel very awkward. I feel like on the other side, I have all the power. I get to ask all the questions for you when you're a guest on the show and then your own show when we're the producer. We get to just kind of dictate the terms and you have to say all the smart things. Like there's nothing. There's no sweat off my back. But now you've put me on the spot. So I'm excited. I'm excited. Now I'm in the driver's seat. It's a great context because that's why I wanted to have you on the show today. So you work at Clue. I think Clue is one of the best companies building the best kind of like B2B entertainment out there.

2:36And I don't just say that because my show is one of those shows. Maybe a little bit. Maybe a little, but I think we would both agree that most B2B brands are super boring. They're not entertaining to watch. Maybe they come out with a product trailer that's entertaining, but they're certainly not thinking about media from an overall entertainment perspective. And for years now, I think you guys have gone the complete opposite direction. You've actually built an entire in-house media arm called the Compete Network. Take us back to the origin. What was the spark for that? The origin. Oh my gosh, this is so many years ago now and I have terrible memory, but I'll do my best.

3:20So I remember as I joined Clue, we're in sort of this competitive intelligence category. Product marketing kind of is one of our core ICP. And I guess one of the biggest things that I started to learn quickly on the job in content, and this isn't like anything new, but like sort of the best content out there, like even back then, what does it mean four or five years ago, like kind of the gong playbook was just like teach the audience something they didn't know within their realm. You're going to earn sort of this kind of like mind show. You're going to earn currency and people are going to gravitate to that brand.

3:53And that was just like kind of like the simple thing that like underpinning for a lot of like our early like content or marketing and then with that at the same time was just this like observation of like what was happening increasingly at least in like the b2b space that like sort of like influencers uh people with their own voices individual like thought leaders on linkedin and things like that were really starting to explode on linkedin at that point and that was sort of the way of like sort of how people were consuming things and so from sort of k this was mainly like katie uh my boss's perspective was like we need to start with just like we need to consolidate everything like there's some thought leaders here doing some good stuff i see someone's running a course here there's someone that's like doing a newsletter like how do we help consolidate this in one place for like product marketers or people in competitive intel trying to understand like what they should do and so it really at first was like can we get this into one place and then how do we over laid out with some of the stuff that we're producing ourselves that was like the opening thought and then it developed into like what i'm most probably passionate about with this part is like how do you start to work with people that have an audience knowing that people it's like a very like people first economy at this point how as vendors do you work best with those folks and my belief was um was being able to build the plumbing and produce the stuff on the back end and be experts in all of that.

5:23So talent like yourself that show up just have to do what they're best at, which is like their subject matter, expertise, personality, all of those things, creating the content and that we would handle all the rest. And that's the unique value we could provide that helped us do things really efficiently with a lot of different folks in the product marketing space. I mean, you mentioned, this goes back at like four years origin story. I feel like you guys actually were early to the creator space because I would say in the last 18 months on LinkedIn, B2B creators are a thing. But I don't think four years ago, I mean, I was posting content, but I don't even think I would have considered myself a creator at that point.

6:00So I do feel like you were early to the trend. Yeah, it was like, you could start to see stuff though, right? Like you started to see more people having a bit of a follow. Maybe they weren't like quite to the level of maturity is now with like partnerships and sponsorships and all of those things or running more like media properties, like people running their own shows and stuff. There was more so maybe growing a following on LinkedIn. but you could still see it. You could still see, oh, these are the people getting their DMs shared around. And it made sense. And then you just take that. I always like to do this in this moment, especially for any marketing.

6:34It's like, I know I am only a sample size of one, but how do I consume stuff today? Am I following brands or am I following a person that's like, oh, I follow this person's office. I don't want to make too much of just myself, but I think it's important when you're doing marketing as well to just take a step out. of like, what are my own consumption habits? And we just increasingly saw that. And I saw that as a cool way to work with more like just subject matter experts and people that were good at creating content as well in our space. Totally. No, I think you're right. That's how I also consume content and have been for years.

7:07Like I even think I've cannot say that I've ever once gone to HubSpot and like looked at their blog, read any content. No offense to HubSpot, but I do listen to my first million, literally every episode that gets dropped. And I read the hustle for years, right? And those are two properties that HubSpot now owns. And so there is something to be said to like showing up where your audience is showing up before they kind of even come searching for you. A million percent. I think that that was, that was like kind of the driving force for like our early content strategy, them working with people on this.

7:42And then it became that kind of probably dovetails nice into like okay what were the it's I think the word like media arm media could mean literally anything if you really want to but always it's like what are the actual media properties we want to create actually I've got a lot of like things I probably do differently now but um I think that's like really important when you think about what's the media property we want to create and making sure that you pretty much another one thing you should decide is like making sure that that whatever you create is going to show up where your audience is Okay, let's break that down then.

8:16Explain for our listeners kind of what are the media properties that you guys have today? And also maybe as you're going through that, give us maybe a little bit of those tidbits of like what you would have done differently and why. Okay, so a media property can be, again, I kind of, it could be anything, but like the things that we would do, we started with like, even back when I was a content team, it was our Tim Pot little podcast, which at the back of the day, we're like, oh, this is novel. No one's doing a podcast. Now everyone and their dad has a podcast. love this love that to be invited on the podcast too um so we started with that and that was like sort of our like testing point so we had that we created shows with other creators even some in-house talent around podcasts and i remember even drift doing that back in the day early days too uh newsletters so i think that was like one of our big ones that we had to sort of be the underpinning of all the shows we were creating it was sort of like a roundup of all the different properties um that one remains super important to like our our biggest media channels our own um podcast or sorry our own newsletter which is tied to podcast uh there was also sort of courses that's media property so we saw other creators out in the space creating their own courses how do we help consolidate give more eyeballs to them and they would just be able to monetize after that there were and then there's also like video series like uh and video can be really flexible um and this is probably where we evolved more to was like video first production even with like your podcast we call it a podcast but there's a heavy emphasis on video clipping um making it work on on youtube and stuff like that so i think video series became a like a new like property that we like really started to orient a lot of time into but media can also be things like really strong infographics you see i know you had anthony pierre as one of your first guests like they built their social following off of really informative infographics that is a piece of media like um i i think what i've learned and maybe this is what i can learn into is like media network doesn't mean to be like a traditional you've got all of these shows you've got these podcasts it's just creating unique content and that um that resonates with your audience and meet somewhere they're at i think that's important and i you know you and i were talking about this even before the show, which is when I often think of B2B going one way or the other, either it's super entertaining and it's not connected to the product or the space even at all.

10:42And honestly, my first million is kind of that. If I think about HubSpot and my first million, like the only reason that I remember that HubSpot owns them is that like they do these little ad spots every now and then, or then they go the other end and it's like these dry ads or these dry content, these like podcasts that you're like, I can't even sit through it. I need a notebook to take to all these notes. How do you, maybe, and how have you thought about and how are you now think about deciding on a concept that's both entertaining and tied to your product narrative? Because in my opinion, that's the sweet spot and that's hard to get.

11:17And that's probably the things I'm most proud of that we've done in-house, whether it was like at our conference, we did a game show with our customers too, which was tied into our narrative around win-loss. And we had each person do sort of two truths and a lie of like a ridiculous loss reason the seller claimed premise. And this is maybe this ties to like your strategic narrative, which often lives with like product marketing or your product narrative of like we just acquired a win-loss company. We launched a win-loss product. We wanted to push that problem or concept into the market. Really simple.

11:50And we had our customers do so in a unique way. It's like don't rely on your sellers for why they won or lost a deal. Use Clue. use win loss but do it in a fun way so like that format really like helped um i think it's all starts with on those things and the ones i'm like most proud of that probably showed up most in sort of deals to revenue or like pipeline people coming in would be the things that we created that were anchored off of like really strong strategic narrative product narrative or even just like what do we know is a really big business priority right now and so you can't do any of the entertaining creative stuff in my opinion well unless you have guardrails i always like creativity you need to be put in a box before to be creative like i will refuse to show up to a meeting if you're just like adam show up and we're gonna do a brainstorm like no girl bye i'm not doing it we need to be put in confines and then create real creativity shows and i think like tight messaging gives you that box to play in that's number one have that if you don't have that then you've got bigger problems like with not problems but you have bigger things to sort out within your marketing and then from the creativity side and like getting the entertainment side i mean that's really up to the the individual one knowing your audience but two like what would i care about what would what would I give up five minutes of my time to like watch or tune into?

13:19And I mean, that's I feel like this might be like lazy advice for people, but just take a step back and be like, would I consume this? Would I read this? Like, would I be into that? I honestly give this advice for everything in B2B marketing, because I'm always so torn because so many people are like, you can't learn from B2C marketing for B2B marketing. And I disagree with that because I'm like, at its core, we are all humans. And so what I like to do is I like to just understand like, how are I making decisions throughout the day? Like, how did I decide what to order for lunch today? Why did I choose that shop over another shop?

13:51What am I going, what podcast am I like constantly listening to? Why? And so I do think you're right. And maybe what we could do is actually use like a little case study here of the Ready for Launch show, because I think we each probably you and I have unique perspectives of like how we came to life with the show. Maybe you could walk us through like how you guys were thinking about it from a business perspective i could share how i was thinking about it from like a creative entertainment perspective yeah let's dig into it on this will be fun because this will be there'll be some like tactical stuff too for folks as well as like more nits um the nitty-gritty of like kind of executing well and this is a good example of like there's different types of content i would say what we did with you guys so folks i know ready for launch show with tamara andy and oaks great three great product marketing voices and they would just break down like different types of launches, product launches that were themed like best pre-internet launch or best AI launch, all these different things.

14:48They would compete with one another on what it would look like. And I thought from Clue's perspective and us producing media, the way I looked at it was these are three people that I think are, one, we had good relationship with. So we had existing strong relationship with you. two i i look at folks that i want to i want us to work with do they get content do they there's some people out there that i'd say have good followings that and again this is where it's all subject subjectivity and what's your like what's your flavor i believe all three of you create good content and i just you can have that like okay this is someone that i think we can do something with three obviously like following do you have the right following i think that's also an important one don't just go chase someone that has a hundred thousand followers have someone that you're looking in the comments and there's other people in product marketing for example for us in your comments like having the right following those would be like three of the big like criteria we were like these this is why we want to work with you guys and i know you were doing um kind of other collabs with one another already and then we looked at it as like this one was probably more of like the brand play like i think we didn't bring clue or the problem we solved quite as much, but we knew through association that we would bring in the right audience anyways, produce the best content possible.

16:07And this was actually our first one of going podcast, but really emphasizing on video from thumbnails to segments, to clips, to, to everything around that. Like how do we make sure video is prominent in what we do? Uh, and so it was probably more that than the, what we just talked about, about like that weaving a perfect narrative into the property you're creating. Yeah, I agree. And I think it was so fun to produce on our end as well. From our perspective, when we were like, okay, same as you were like, great, a partner that we want to work with, that we believe in. Also, we all, the three of us as creators had relationships.

16:42And what I thought we had unique was we didn't want to create like a traditional interview show. There's so many of them. They're amazing. We're like, what do three of us have that's a different dynamic. And talking about inspiration, we all loved My First Million. This is not an ad for My First Million, although I've dropped it a thousand times. You can get Tamara's promo code at Tamara20 in the show notes. Exactly. Exactly. But like I do, like all three of us love that podcast. And we would all be, you know, the three of us would basically do the show before the show existed. Like we would all just jam together.

17:15You know what I mean? And we'd be like, what are you listening to? What do you think is cool? What's on your radar? And so I think that's what we were trying to bring to the show, which was, you know, we didn't want to just yap for 30 minutes and have people be like, okay, this is not helpful. And so I do think even though it was a brand play for Clue, it was still educational on the topic. You know, that's what I thought was helpful. Like we really wanted it to be, hey, you could listen to one of our segments or all three segments and walk away with like something that you could implement in your work immediately that day.

17:49But also fun enough that you could listen to it on a walk. I didn't want someone to like have their notebook and have to be taking notes while they're listening to the podcast. But I didn't want them to not take anything away from it either, if that makes sense. Absolutely. And it was cool because you all brought like examples and I always work best with examples, precedents for anything we're doing. I'm like, let's go find inspo to start with. And that's like what you anchored everything on, which was so, which was what made it like really I don't know memorable it made it fun it made it lively because people might have different perspectives on the same example you brought to the table too that it was like less so just like hey give me advice on something it was like hey this is an example I hate and then so like no I love that and it made a really interesting dynamic and I think that's probably one of the things as well when we think about like what we want to produce there's that getting personality out there getting setting up in a way where you can really have people's like um energy funniness uh like thoughtfulness like shine really stands out really really stands out that's why i like video now that's why even back in the day when we did the first podcast we put me on the road in conferences and just interviewed people in the conference because you get more like they can suddenly like know one another you get a different energy we can comment on something that happened earlier, like those, like that approach to create any of this stuff, like makes it stickier, I'd say.

19:15I would agree. I also think we did something unique with the show from a distribution perspective, which isn't always available, but I see a lot of companies create amazing content. Even I think like MailChimp has like MailChimp Presents and they have a lot of amazing media that they create. But then it's like, how do they distribute that content? And they kind of fall back on the regular B2B channels. Like I'm going to post this show on my LinkedIn page, or I'm going to send it out in my newsletter. But I thought one thing that we did that other companies could steal is we created like a feedback loop with our audience.

19:51So on the show, we had a competition. So it was actually a competition between the three of us of like who brought the best example and we would vote on the show. But then after every episode, the day the episode launched, we would all three plus Clue. So it was a coordinated brand and creator effort, post on LinkedIn and ask the audience to vote. And we got a lot of engagement that way. We got, you know, feedback on what they wanted to hear in the next episode, which I think allowed us to create really interesting topics and examples. But it's like, instead of just dropping it on one traditional channel, we were able to leverage at least four channels.

20:25Plus, if you think about the employee channels of the Clue employees as well. And this is, okay, this is what I really, I love that part too. Like I always wanted that looping and I liked that having the audience vote um because we all know that like any like true like user generated content or user feed but that's how something really you've got something that's latching you you can't really manufacture virality or reach you really have to earn it yeah and i'd say doing something a little bit like creative like that i think another thing that like worked with us that i liked was we built it's like sort of if you think of any like tv show like the premiere and the release before it comes out like teasing it people love a teaser like if i looked at our social posts of like the most popular post it's always the teaser before an announcement everyone's like what the fuck what's coming what's coming like coordinated we did that little teaser with your eyes and like a countdown and like things like that with branding doing those little things really like elevate it and that's like thinking through distribution a little bit more thoughtful thoughtfully and i what i would say is you're only able to kind of think about those things if you have a really good system underneath where you've committed to what i always call like build the plumbing which grayson did a really good job of on our team was like okay every episode we're gonna like you said those the standard distribution but you really have to be committed to it it's gonna be in a newsletter it's gonna be these amount of clips individual clips for each of them here's how we'll share like if you get that system dialed in really well and you're locked in on that now you've freed up headspace especially if you're like we're a really small team we don't have a a lot of headcount on that doing this kind of stuff so other folks can take this build that in and now you've freeing yourself up to be like okay let's take a beat we're doing this show we think it's unique what are the ways that we have a split second to capture more attention for someone because people are scrolling people are only going to consume maybe maybe five to ten percent of people that like consumed ready for lunch uh uh that that shows content actually listen to a full episode they probably just saw a clip maybe like you need to like figure out the like interesting ways to like get in front of someone and make them think all right maybe i'll tune into this and that's doesn't happen at least those creative thoughts don't happen if you don't have a strong system underneath to actually keep the engine running i think you made a really good point there that i actually wanted to address earlier but we were just having such a good time chatting which was a lot of the examples we've given today let's say hubspot or mailchimp these are like mega companies.

22:56Clue is like a mid-size company, a scale-up, I guess we'd call you, right? Maybe you could just even walk us through kind of what the content team even looks like. Or like if someone was listening today and they're like, I would love to create more interesting media, but it's just me or three employees, like where does someone start? And like, what are either like the skills or the people that they need to actually build this plumbing and infrastructure sure like you're talking yeah that's that's a great question i would say that again it'll probably depend on like the media you want to commit to uh on our end like we have video editors because i really wanted to lean into video heavily we had um like grace would be more of a showrunner for a series produce that uh make sure that we have the episodes recorded distributed effectively and then ideally so in my case i would be thinking three months out six months out what are the next things we want to create because you need to be looking ahead otherwise you'll be a bit on the hamster wheel if you want to produce a lot of different like unique properties but i would say for for a team structure if you just want to like eat the elephant and just produce one thing first to go through you need to have like a strong i think what's the what's the concept for whatever we want to create whether it's a series whether it's a newsletter like what is like what's our why what are we looking to accomplish what would the audience get from it i'm if you want to stand out and i'm fortunate we have a really strong brand team i'm a sucker for branding how is this going to stand out visually how is it going to stand out like like everything like what we did with you and with other creators on the shows we have our brand lead come through and kind of walk through sort of the brand process we're going to build animations we're going to get an idea of like your vibe, like what we want this to feel like for folks.

24:48How do we really capture them? So the like branding element, that doesn't mean you need to go full bells and whistles there, but really think about that part. Like how are you standing out visually? And then it's, okay, what are we committing to? What are we definitely producing? And I would say my best piece of advice that I wish I would have told myself earlier and I would do now and we did it with you was like pre, if you're going to do like podcasts, pre-record everything before announcing to the world, at least like half of what you're committing to because there's nothing worse and nothing stunts like quality of content or thoughtfulness of distribution once you're on the hamster wheel and you're like shoot i gotta go record another edition because i'm due for one next weekend like bag them bank them be like these are the eight we're gonna commit to do them before anyone even knows that this is seeing the light of day so that becomes sort of like having someone there that's a part of that that's really really important someone that's going to be committed like your project manager of sorts right and that can be in terms of who that is it depends on how you structure your team but that can just be if you're a team of one content marketer do like do that it's the same as like what you do for your blog calendar or social calendar it's just through a slightly different prism um and i'd say that those are your like the biggest ones and then for us we just we use like video editors like contractors and stuff because i think that's a real, like a technical skill that you might have it in-house.

26:13It's an easier thing to sort of outsource. And so it's like, that's probably the most like deep technical skill that I like outsource. I think you also hit on something really important there, which was around this idea of like your zone of genius or what your core competencies are, which is like, if you are a natural writer, like don't jump to video right away. Right. Or if you love video and you love multimedia, then that's great. Invest in that before, you know, thinking about writing long form, especially if you are going to be the face or in any way you want it to be entertaining, it needs to come across that you actually love to create it.

26:53Right. I think that is the difference between more like B2B boring education content versus entertainment content. Like the person doing it has to also be entertained and like 100 % bought in. A million percent. And I actually think like entertainment doesn't just need to be like funny either. Like, I think we've done a lot of funny stuff, but it's like, what's the thing that like really like revs your engine and share that. And it will a million times through, it will resonate. I mean, I don't think I have a funny bone in my body, but I have a lot of passion and I get like amped up, right? I'm like the energizer bunny.

27:25And so that's always my thing. People can tell when I'm like full on versus if I'm not really into it right a million percent and i i think with all of this it's really just like i know we're calling it like i'm and i'm really proud of a ton of the things we've done with the media network and we're giving advice to people if they want to do their own media stuff but really it's just a different channel of producing content it's just like shifting if you have x amount of resources doing that why what if you just shifted it to do this like it's a lot of the same principles rely uh like apply it's just looking at things in a slightly different way i know that probably what comes up with a lot of folks that have asked me before about what we've done like there's a bit of an attribution game like oh how can you prove that you just shot a mini movie at a conference and that that is worth doing over a bunch of like seo stuff that has like or ebooks have discernible metrics we could get into that part that's a fun part to do but um Um, I, I, yeah, I, I just think that you can still, you can apply a lot of the principles that you learn in content anyways.

28:31Uh, a lot of teams are lean, how you repurpose stuff and how you distribute is just looking at the, the media property you create can just be different. I think that's right. Uh, any final advice on that topic though? Like what if someone's bought in there? Like, I understand that this is complimentary. And I don't think, again, we're not pitching here today. Like don't do educational content. We're saying, hey, as part of your content mix, you might want to consider some more entertaining media. If someone feels that way, they feel like they could maybe start on their own or with a contractor, but it's like their leader that maybe is not bought in or they are getting that pushback of like, what's the real ROI here?

29:08How would you encourage them to kind of champion to even be able to like do a low risk test of this? That's a really good question. I think getting that approval from someone, from your boss, if there's a budget required, or even like, I'm going to put time into this, why should I do this? I'd say two things. And this could be a little blanket because it depends on who your leader is and what they value as a marketing leader too. But one, go whatever you're thinking of, find great in that space. You want to do a podcast, go find the best podcast by a B2B company. you want to do a like video even like product walkthrough series like go pull notions probably like go show what the end could look like this is what i'm striving for for us to do in our domain again it's super hard for folks especially get higher up the chain like you need to just paint a clear vision of what you're looking to accomplish is so i'd like i'd just go find whatever you're like desired like someone might be listening to me like oh i want to do a game show whatever go find the best example so you can paint that picture and then the second thing you accompany with that is that what we mentioned having a making sure that your pitch or whatever here is like tied to the strategic narrative product narrative whatever like the important go-to-market message is for that quarter for that year tie it to that otherwise you're just making stuff for vanity anyways and so if you can hook them in with like look at how good this is look at this output do you want something really strong like this and what we're also going to do is weave in what we understand to be like the narrative we're trying to get to market you do those two things yes you're going to have probably follow-up questions of like how much is it going to cost me how are we going to prove it to be successful those things are ancillary to getting buy-in for those first two pieces and if i gave one tiny little tip that i do this is really basic anyone could do this tomorrow on proof of ROI is one thing I do every single quarter is throughout, I'll do it maybe every couple of weeks or so.

31:16I go through gong calls. I screenshot anything we get on LinkedIn, anything that any of our CSMs or A's are sharing from us. I pull it all and I'll put it into a doc and then I put in our quarterly roll up. I have a thing I called the trophy room. I stole it from someone way back in the day, so I can't take full ownership. But then I will have trophy room here's one of our like and it's all around our media probably so when we shot our mini movie you're not going to see true dollars and cents from that but you're going to see hundreds of people sharing it dming it sales leaders chiming in people being like i never heard of this i want to learn about clue you pull that those screenshots that story together that's more than enough you can pull any of those things together the the the qualitative into a single slide, whatever you want to call it, bring that to a single place.

32:06And I guarantee you will have less questions about what's the ROI of what we're doing. Yeah. I love that. I always used to tell people on my team, like this concept for anything that they're working on is like literally anytime you get a Slack message, you get a customer email, you get like someone who's just giving you props, screen grab it and put it in a win folder. And then when your performance review comes up, when your quarterly planning comes up and you want to ask for extra budget, extra resources, time off, you have all of these wins. I love that, the trophy. The trophy. That's awesome.

32:41Okay, we're going to wrap up this conversation even though this has been so fun. And we like to end every episode of the Marketing Millennials with one final question. So Adam, what is one marketing hill that you would die on? Oh, you know what? I was thinking about this. oh i'm gonna be so basic but i truly believe it and it oh this is so basic i hate my skin's so cliche but less is more less is more like and i'm so guilty of this too like oh and we could do this and we could do that and we could do this and this is for so my domain growing up was content and now product marketing um with even within your function it's so easy to balloon and do too too much and then you're just doing a lot of stuff superficially and mediocre like in a mediocre state and then even as like a marketing team as a whole if you just anchor on one or two things that you really focus on i guarantee you the quality will be better and that laser focus allows you to then do the creative work or the strategic work that like levels up whatever you're doing because it's less of a checkbox like oh frig i need to get that customer newsletter out or oh shoot I had to do this it's like all that matters is this let's spend time we are collectively aligned on this now we can do my favorite thing brainstorm how do we do this creatively how do we get this out to market what are we doing with this prop like what's the media probably want to create and you anchor it on one to two things probably tied to your strategic narrative product narrative less will always be more guaranteed i love it i buy into that um well thank you so much for coming on the show today this was so fun to turn the tables on you um but why don't you tell everyone where they can find you maybe where they can watch some of this amazing content that you include have produced sure i'm adam adam mcqueen you can find me on linkedin uh don't find me anywhere else on social media i'm just a lurker on other social media channels and then go check out Compete Network.

34:46We put a lot of this stuff on Clues YouTube as well. But competenetwork.com is where all of our different media properties were produced with different influencers, thought leaders in the space is. So even if you don't necessarily care about competitive intel and product marketing, maybe there's a series show or media type that we produced that could be some inspiration for you listening. So check it out. Amazing. Thanks again. Thank you. Thanks so much for listening. Keep tuning in to hear more great insights from the coolest marketers from around the world. If you haven't already, make sure to subscribe and follow the Marketing Millennials podcast on Apple Podcasts, Spotify, YouTube, or wherever you get your podcasts.

35:32And if you like what you hear, I would greatly appreciate you giving us a five-star rating. It helps bring more marketers into our community.

35:45Thank you.