Folloze

1/3 direct sales, 1/3 agency partnerships, 1/3 all things virtual events on Folloze.

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Folloze helps enterprise B2B companies close more business from their top strategic accounts by enabling marketers to quickly build auto-personalized, data-compliant, and on-brand content destinations across the entire B2B buyer journey at scale.

Popular use cases: ABM (1:1, 1:Few & 1:Many), Microsites, Ad landing pages, customer marketing, partner marketing, sales engagement hubs, content centers, virtual events, digital deal rooms, and whatever else you can think of.

Want to learn more? Shoot me an email - trey.harnden@folloze.com


*Achievements*

#1 AE by bookings Q4 2023 with 111% of quota

Enterprise Account Executive | Agency Partnership Manager | Targeted Events SME

Pavilion

Member

Demio

Demio is the webinar platform built by marketers for marketers.

We make it easy for marketers to run effective webinars by providing a reliable experience, reducing setup time, and fueling results through marketing-focused features.

*Achievements*

#1 AE by bookings Q3 2021, booked 3x more than the next highest producer
Booked 130% of Q4 2021 quota, #1 in net new sales for the company, Doubled close/won rate goal.
#1 AE by bookings Q1 2022. 
44% lifetime win-rate

Account Executive

Banzai is the modern marketers' event success tool. Audience AI drives your ideal prospects to any event - everything from an on-demand webinar to the latest & greatest tradeshow (even virtual).

Events aren't about getting a thousand people in a room anymore. They are about creating meaningful experiences with engaged prospects - and that's what Banzai enables.


Accomplishments: 
Booked 122% of COVID-adjusted Q2 '20 quota (No ramp)
Top-performing SDR in Q2 '20 & Q3 '20
Sourced 49% of SDR bookings in Q3 '20
Moved from mid-market to enterprise segment after 90 days of employment
Promoted to AE after 18 months to sell Demio, a webinar platform

Business Development

Modern Stoa Limited

Sincerity in media. Transparency in monetization.

Modern Stoa partners with top-tier podcasters to connect them with brands their listeners will love. Frankly put, we help podcasters monetize their platform.

Are you a D2C brand looking to get in front of new consumers? Let's chat - https://calendly.com/harnden

* Achievements *

- Booked $1.23m in ad sales for 2021 (136 deals at $8.9k ACV), 400% growth from 2020

Head Of Brand Partnerships

demandDrive

Helped launch Amazon's Key for Business division as the first and only 3rd party sales partner
A critical member of the pilot team that led to tripling the headcount after 90 days

Grew new business with existing client bases for a local software product agency - AndPlus.

Senior Inside Sales Representative

Led a horizontal team of 5-7 SDRs across multiple clients & SaaS industries
Conduct the culture fit portion of all SDR interviews
Train all new employees on SalesForce SOPs

Stepped away from this role to work remote

Team Lead

Worked closely with the VP of Sales and VP of Marketing to design and spearhead all business development efforts for the leading eCommerce API company (Moltin, who was acquired by Elastic Path in Q1 2020) 
Helped designed their 2019 go-to-market strategy for enterprise-level companies with a focus on augmenting legacy and sunset technologies.

Worked short term on a couple of other clients that offer monitoring solutions and a G-suite CRM (SolarWinds and Copper) 

Voted August '18 MVP by my colleagues 
Company-wide top earner for September '18
President's Club Q3 & Q4 2018
Booked 139% of lifetime quota

Senior Sales Development Representative

demandDrive takes a consultative approach to lead generation and combines the flexibility of outsourcing with the expertise and continued employee development of hiring an internal team. Our dedicated Sales Development Reps are highly trained through our dD Certification Program and work closely with our clients’ sales and marketing teams to understand their product and target markets in order to provide actionable sales opportunities.

Lindsay Frey and Daniel Paul founded demandDrive in response to the pitfalls enterprise software companies often experience with typical “appointment setting” or “call center” lead generation firms. They designed demandDrive with the goal of providing driven, dedicated reps and quality, actionable results that help clients achieve their revenue goals.

Sales Development Representative

Wabash College

•	Responsible for managing security desk attendants at the athletic facility 
•	Trained in CPR and Red Cross First Aid
•	Received promotion to supervisor from desk attendant after three weeks

Security Desk Supervisor

•	Created a survey and conducted interviews to gain operational data on student experiences and 
quality of programs for students returning from their semester abroad 
•	Responsible for editing and updating presentations and materials for the department
•	Acted as a peer-to-peer resource for program selection, application questions, and essay critiques

International Office Assistant

•	Helped lead in-class discussions centered around the lived experience of non-Christian religions in the Indianapolis area
•	Organized the logistics, and executed the travel plans for field trips to sites of worship
•	Worked closely with students on papers and experience reflections with the goal of humanizing the unknown

Preceptor

Arcadia Brewing Co.

•	Led nightly closing of a deli-style BBQ restaurant which averaged $10,000 on Fridays
•	Acted as the kitchen liaison in the Chef's absence; often included taking inventory, entering the food order, and creating the schedule
•	Assigned many responsibilities, from serving behind the bar, to working with maintenance, and operating a food truck

Kitchen Manager

Responsible for cold calling perspective students and encouraging them to visit Wabash
Responsible for giving tours and helping perspective students in anyway on their visit
Given after-hours access to the building to complete more work

Enrollment Management Assistant 

Sales @ Folloze, the Modern Buyer Experience Platform | Crypto evangelist & Mountain enthusiast

For my 9-5, I sell Folloze, a platform that helps B2B marketers and agencies deliver content-driven digital experiences to their strategic accounts.

From 5-9 (am or pm), you can probably find me running, doing hot yoga, climbing, skiing, mountaineering, or trying to understand how people build meaning-making systems.

My ethos:
- open
- honest
- transparent

Push vs pull.

Predictable Revenue was all about PUSHING folks to meetings.

Today's GTM strategy is all about PULLING folks in with engaging, relevant, and informative content.

Trey Harnden

How has sales shifted in the last two decades?

Despite what you hear on Linkedin, the SDR role is NOT dead. 
By 2030, SDRs will be the most important team in any org. 
Here's what the future of the SDR role looks like:

In the last two decades, Sales has shifted from in person sales to mostly virtual and online sales. 

When SaaS started, most revenue came from net new businesses. 

Most of the demand for SaaS already existed and all you had to do was capture it before your competitors did. 

To help with this, companies hired a large number of SDRs.

A lot of the foundational salestech was built to accelerate the job of a SDR. 

But that was then...

Now, we are seeing the market shift from net new to competitive displacements. 

Which means almost everybody that needs tech already has it. 

SDRs and the role needs to evolve.

This means researching their prospects, identifying problems, proposing solutions and generating demand via actionable recommendations. 

Here's how this will change the SDR role:

SDR Teams in 2020:

- Young, inexperienced staff
- Not very familiar with Product, customer accounts or the market fit
- Not a thought leader in the space
- Focus on brute force outreach - phone or email
- Demand Capture (Tactical role)
- Generalized Role
- Only help top of the funnel

SDR Teams in 2030

- Senior, experienced staff with Analyst, Product, Consulting or Sales background
- Powerhouse of information. Intimately familiar with product & customer domains. 
- Thought leader in the space and trusted by prospects
- Signal and Trigger based outreach. Social, Events and Webinar channels to engage with prospects 
- Demand Creation via Problem Identification and Solutions Exploration  (Strategic role) 
- Specialized Roles (Competitive Intel, Key Account Intel, Signals, Solutions and Business Case)  
- Help throughout the funnel and deal cycle. 

SDR teams are not going away

The way we identify opportunities will change.

But if you are a SDR today, you have a bright future ahead. 

Play the long game. 

Choose a market and become an expert in that domain

Ignore the naysayers on Linkedin.

SDRs aren't going anywhere.

My current cold prospecting tactic for air cover to my tier 3 accounts (~200ish):


These accounts are constantly changing as they are based on 6sense 6QAs and stages.

So my killer counterpart, Andrea Duque, does all of the hard work sourcing contacts via LinkedIn and adds them to Salesforce and Outreach each day.

Outreach has a "Triggers" functionality that will auto-sequence prospects based on parameters (titles, 6sense stage, industry, etc)

We have a few 8-week long, ~10 email sequences that are 100% automated that prospects get routed to.

These emails are all problem/solution-oriented, and aimed at providing industry resources that exist on a personalized Folloze page 

e.g. Here is an ABM playbook for {Demandbase/6sense/Outreach} (based on THEIR stack)

My CTA for these emails is often something like:

"Check out this personalized landing page and check out more content. I will then send you a 90-second loom of me covering the analytics Folloze captures based on your actions"

Folloze is integrated into Slack, so I get a ping anytime someone clicks through an email and does stuff on a board.

Then open Sendspark or Loom (haven't picked a fav yet) and record their #FirstPartyIntent metrics

Then boom, send the DocuSign and mark closed/won (jokes).


How are you doing air cover to your tier 3 accounts?

How can Folloze enhance email marketing strategies?

What is the significance of cold prospecting in sales strategies?

The more I get into alpine sports & mountaineering, the more I believe it's the most welcoming and broken group of people.

The Cocodona 250 is finishing up today. It's a 250 mile foot race across the Arizona desert.

Yesterday, the course record was set at 59 hours.

The winner took 4x ~15 minute naps.

He was all smiles and good vibes the entire race.

This deep-rooted joy seems to be the case with nearly every ultra runner and mountaineer I've ever met.

Us freaks are just hardwired so differently than most people.

I mean, how many people do you know get excited about pushing their body past their perceived physical limits to the point of near-death exhaustion - AND THEN GET SAD WHEN IT'S OVER?!

Gosh, and on death: it's just an accepted possibility as the cost of admission.

I think that the root of it all, ultra runners and mountaineers are just broken souls seeking a way to escape (and probably fulfill their dopamine addiction).

But that acceptance of death, seeing others push themselves to beyond their limit, and doing it all with smiles is what makes this community so welcoming.

No real "business" takeaway. Just musing.

One of the best networking "hacks" I've discovered is being a Malcolm Gladwell-style 'Connector'

Anytime I see an opportunity to make an introduction for a job, I make an intro.

By helping with no asks or expectations, I know I am building my karma, and it will pay off someday in ways that I can't even imagine.

What impact can being a 'Connector' have on networking?

How important are introductions in networking?

What is the significance of creating job opportunities through networking?

I'm tired of optimization porn that leads us to measure garbage and then over-indexing the importance of random metrics.

Here is a super complex question to know if your marketing strategy is working: Did it lead to any revenue?

What are some best practices for measuring marketing success?

Yo LinkedIn algo, what's going on??

I am not connected to this person and did not interact with any of these posts (not even connected with any of the post authors either).

I have to assume that this guy paid to boost his reach?

Otherwise, what is the purpose of blasting 5 notifications for random stuff???? It just makes me think all notifications are garbage.

How does paid boosting impact social media reach?

Music is a teleportation machine.

We all have those songs that take us back to our favorite places with our favorite people. ~ nostalgia ~ 



Whenever a song from "How To Be A Human" by the Glass Animals comes on, I am teleported back to college.

Specifically, I feel the same vibe and energy that I would have on Tuesday and Thursday mornings of my junior year.

Neither my roommate nor I had classes on Tuesday mornings so we would often wake up

make some "fancy" coffee (Gevalia in a French press was lightyears better than the Sysco drip) 

crank some Glass Animals,

do some yoga,

share a few smokes (tobacco, of course, it was 2017 in Indiana)

and read something philosophic like the "Feminine Mystique," "The Sacred Canopy," or anything by Hannah Arendt.

I knew at the time that these were the 'good ol days' so I tried to soak them up as much as I could.

Which is probably why the Glass Animals are so impactful to me now.



What songs/artists help you teleport? And where do you go?

What other songs are on the 'How To Be A Human' album?

"[intense focus on] attribution not only leads to inaccurate findings, but also undermines the alignment between sales and marketing"

It's so clear that winning in today's market requires finding "meaningful engagement signals" that typically come from "ungated content that informs, educates, and entertains."


When you have 7-10 people in a buying committee, who each have "dozens of interactions with people, content, other customers, and friends before engaging... you can't capture those interactions," or attribute those to specific campaign plays.

Stop trying to measure MQLs, and start finding out who is engaging.



Phenomenal post & interview with Jon Miller.

Why is it time for B2B marketers to re-embrace brand?

MarTech entrepreneur, cofounder at Marketo and Engagio, board member, keynote speaker

"The old B2B playbook is broken. It's time for a new approach." 🚨

I recently sat down with Stan Woods of Velocity Partners to discuss the current state of the B2B GTM playbook and why the traditional approach is no longer effective. (Check out the full interview with the 🔗 X below!)

As we dug into the topic, it became clear that the symptoms of a broken playbook are everywhere. CMOs are struggling to grow pipeline with static budgets, SDR productivity is plummeting, and overall growth has slowed dramatically. 

So what's the root cause of this dysfunction? The old playbook, which I helped to pioneer at Marketo, simply isn’t working.

There was a time when content like Definitive Guides truly excited and engaged buyers. They were eager to exchange their contact info for valuable, educational resources. But now? The market is overwhelmed by mediocre content, and buyers are wise to our tricks. They're conducting research anonymously, off our websites, rendering traditional lead nurturing and scoring powered by marketing automation far less effective.

Many teams have turned to intent data as a potential solution, but it's not a silver bullet. Intent signals provide clues, but not definitive answers. They're most effective when treated as one ingredient in a larger recipe, combined with meaningful engagement signals.

That’s one reason why it's time for B2B marketers to re-embrace brand. I'm not talking about logos and color schemes. I’m talking about what people think and feel about you when you’re not in the room. It's about building trust and affinity with the 95% of your audience that isn't actively in-market. 

Of course, this requires a new approach to measurement. Metrics like time can serve as a proxy for engagement, and the ultimate goal is to link this engagement to revenue. By segmenting accounts and buying groups, and tracking their movement through the buying journey, we can start to paint a more accurate picture of marketing's impact.

Content has a vital role to play in this new world, but the approach must evolve. Rather than gating content behind forms, consider the "New York Times model" of ungated content that informs, educates, and entertains. The key is to earn the subscription — make your content so valuable that buyers actively opt-in to hear from you.

Finally, it's time to rethink our obsession with #attribution. In complex B2B sales cycles, much of the buying journey happens offline and can't be accurately tracked. Over-rotating on attribution not only leads to inaccurate findings, but also undermines the alignment between sales and marketing. The focus should be on team-based pipeline goals.

The B2B landscape has changed, and our playbook — and technology — must change with it.

Check out the full interview below!

#B2BMarketing #MarketingStrategy #BrandBuilding #GoToMarket

Do you agree that it's time for a new GTM playbook? Let me know in the comments!

I am a voracious learner.

Which on a platform like LinkedIn is a #HumbleBrag

But in actuality, it just means I get time blindness and spend way too much time down rabbit holes on things like the history of shortline railroads that serve timber companies in the PNW.

Today's rabbit hole was on the Network Time Protocol.

Basically, a computer in Fort Collins Colorado tells the whole US what this "official time" is via radio frequency or server request.

This was all thanks to a video from Half as Interesting.

It's a fantastic YouTube channel that everyone should check out. I'll link in the comments.

I hope you get to learn something and don't end up like me (spending 3 hours reading about the various political debates between Poul-Henning Kamp and D-Link on fair use of the NTP).

What other topics does Half as Interesting cover?

How is the Network Time Protocol used in the tech industry?

How can time blindness affect productivity?

The future of web experiences is having content and copy that personalizes to each individual visitor based on 6sense data.

Don't take my word for it, Latané does a much better job talking about it in the post below

What does Salesloft offer through its partnership with 6sense?

Revenue Leader | Chief Revenue Officer | V2MOM Enthusiast | Speaker

View Latané Conant (she/her)’s profile

I'm loving all the feedback about the elements of our new 6dimensional Success Model! So exciting to see it out in the wild, already making a difference for our customers! 

Next up, let's unpack why our Partner Ecosystem is such an essential dimension. I’m sure there’s not a single revenue team out there that’s not juggling a whole range of technologies — and I’d bet not all of them are playing nicely together.  

One of the major benefits of our dialed-in Partner Ecosystem is that it helps you maximize ALL your tech investments (not just 6sense) by fully integrating your solutions and aligning your revenue team to run smoothly and efficiently.  

We invest heavily in our Partner Ecosystem, and we curate our partner recommendations to help each customer get the most value in their specific instance. 

Here’s one example: We know personalized web experiences make a HUGE difference in conversion rates. But we also know they can be hard to implement if you’re trying to do it manually. So we partner with Mutiny and Folloze, who specialize in personalized web content, to streamline execution. Customers can seamlessly deliver the right message at the right time to the right people — significantly boosting conversions and ROI.  

There are so many other examples of how our partner integrations maximize tech efficiency and effectiveness: 

Salesloft — Comprehensive insights delivered right inside SalesLoft to help sellers target the right accounts and curate personalized engagement within existing workflows. 
LinkedIn — Cost-effective, hyper-targeted LinkedIn ABM campaigns with AI-powered predictive intent and comprehensive account data through native 6sense integration. 
Drift, a Salesloft company — Campaigns infused with even more data points to drive personalized conversations, route qualified leads to the right sales reps, and capture and fast-track opportunities. 

At the end of the day, our aim is to see our ecosystem thrive with partners dedicated to 6sense, helping our customers get more value out of their entire technology portfolio. 

Stay tuned for our next dimension — Tailored Services. 
https://okt.to/bZkw37

Based in SF and looking to join a rocketship?

Let me know if you're interested. Happy to bridge a conversation with Ryan Gross

Sales at HeyGen - create & translate AI videos

Hey B2B sellers-

I'm hiring sellers at HeyGen! Hear from Joshua X. and I on why you should join HeyGen!

Make videos as simply as making PowerPoints. HeyGen is an online video tool with AI talking avatar that unleash people's creativity by removing the costly barriers of traditional video shooting and editing process.

Open video: HeyGen Hiring CTA on app.heygen.com

If you're going to RSA, pls grab me one of these shirts!!

What is the significance of the limited Tortured Security Department shirts?

Tay drops a double album, we match her energy. SURPRISE!! 🔥 We’ve added a limited Tortured Security Department shirt available exclusively for those who book a demo with us prior to RSA. Perfect for those not attending or who already have a full schedule: https://lnkd.in/gSjFBe_r

#Detectapalooza #RSAC

And I didn't even realize today is Wabash College's day of giving when I posted this!

Wabash is a special place that gave me TONS of space and grace to learn and grow into the gentleman I am today.

In my 4 years, I had the opportunity to:

- Study abroad in Morocco twice
- Read at least 150 books (no way to seriously count)
- Brew ~1500 gallons of beer
- Build lifelong, deep emotional bonds with other men
- Self-define what it means to live a good life
- Explore any intellectual curiosity
- and so many more things.


So if you have the financial freedom to make a contribution, I'd be extremely grateful for your support (link in comments)

If you know any young men who are looking for an educational opportunity that will set them up to build a successful and meaningful life (well beyond the credentialling), I'd love the opportunity to talk to them about Wabash College and the profound impact it has had on my life.

Wake up babe, a new mantra just dropped:

"I am building skills and mindsets that will make me a feared opponent in any realm of human endeavor" 


- some dude named Will Survives on IG

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