On this episode, we’re having a watch party of the Emmy Award-winning series "Archer" with Head of Content Marketing and Customer Education at Apollo.io, Josh Garrison. And we’re chatting about how to engage your audience with pattern interruption, why you should spend time developing complex characters, and how to provide value by teaching your audience a new skill with each piece of content.
If your audience isn’t engaging with your posts, they’re not opening your emails and your webinars are empty, it’s time to tweak your marketing strategy.
Your marketing strategy has become a pattern; a pattern your customers are used to. They know what’s coming, so they tune it out. And the last thing you want to be is part of the noise.
So we’re going to show you how to pattern interrupt. According to a Mailchimp article, pattern interrupt is “a neuro linguistic programming (NLP) tactic used to disrupt a customer's usual thought process or behavior… [around] cold calls and other marketing and sales strategies to change how they think and feel.” In this episode, we’re going to share how pattern interrupt is a key tool in re-engaging your customers as well as catching the attention of new potential customers. And we’re learning about pattern interrupt from a show that does it so well: “Archer.”
So in this episode, we’re having a watch party of the Emmy Award-winning series "Archer" with Head of Content Marketing and Customer Education at Apollo.io, Josh Garrison. And we’re chatting about how to engage your audience with pattern interruption, why you should spend time developing complex characters, and how to provide value by teaching your audience a new skill with each piece of content. So stick on a fake mustache and strap on your Omicron Spymaster watch for this episode of Remarkable.
Archer is an animated tv series parodying espionage culture about a James Bond-esque spy named Sterling Archer in a dysfunctional intelligence agency headed by his own mother. The show is set in a sort of Cold War era universe. The highly stylized animation is inspired by classic comic books. The animators describe the style as “puppety,” in that a limited amount of drawings are made, and then they put rotation points from which the drawings can move. The show was created by Adam Reed and made by Trinity Animation with the voice of Archer played by H. Jon Benjamin. It also includes the voices of Jessica Walter of Arrested Development, Aisha Tyler from Criminal Minds, and Chris Parnell from SNL. It originally aired in 2019 and is currently in its 14th season. It has won at least 3 Primetime Emmys among other numerous awards and nominations.
About our guest, Josh Garrison
Josh Garrison is Head of Content Marketing and Customer Education at Apollo.io. He joined Apollo.io in December of 2022. Prior to his current role, he served as Head of Revenue at Teamflow. He has also held leadership roles at Autodesk and inDinero. He co-founded SpotMe Lending, an alternative to payday, auto title and pawnbroker loans, and Ledger Leaders, a bookkeeping and accounting services business.
Apollo.io combines a buyer database of over 250M contacts and powerful sales engagement and automation tools in one, easy to use platform. Trusted by over 160,000 companies including Autodesk, Rippling, Deel, Jasper.ai, Divvy, and Heap, Apollo has more than one million users globally. By helping sales professionals find their ideal buyers and intelligently automate outreach, Apollo helps go-to-market teams sell anything. In the last year, they’ve grown ARR 3x, quadrupled their active users, and closed a $110M Series C led by Sequoia Capital in March of 2022. They continue to grow faster each month with record months of sales and added ARR.
What B2B Companies Can Learn From “Archer”:
*”Marketers are bored of our own playbooks. They're like, ‘Oh man, I'm doing another webinar.’ Or they're like, ‘Oh, we gotta write another ebook?’ Those are old ideas. But that doesn't mean that those things don't work anymore. When I explore pattern interruption, I'm still gonna run a webinar. But in that webinar, how can I subvert the expectation? How can I set people up to think they're gonna get one thing, and then give them something that's way more than they hoped or bargained for, and just go beyond?” - Josh Garrison
*”Salespeople will engage with anything that will make them money. That's the guiding principle of our content marketing strategy. Put yourself in the shoes of a salesperson and ask yourself, ‘Would I read this? Before I commit to reading it or watching it, am I convinced based on the headline or the title or the description, that this is gonna bring enough value to me to help me improve my ability to make money?’ So we start there. That's actually a pretty high bar. It's really hard to do. It means that you can't make any fluff, because fluff doesn't make anybody money.” - Josh Garrison
*“What we try to do is go two steps further than [typical content,] and it's like, ‘I'm gonna open up Apollo. I'm gonna show you exactly what to do.’ Something that's so actionable that by the time somebody finishes engaging with a piece of content, whether it's a video, webinar, or article, they have gained a new skill.” - Josh Garrison
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Meredith O’Neil, mixed by Francy Goudreault, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.