35 minutes | Jul 30, 2020

Episode 134 – Caylin White

Introducing Caylin White Caylin is the growth manager at GoWP. She’s a marketer and an artist who shares her art on CBCinked.com. Show Notes Twitter | @cbcinked Website | CBC Inked GoWP Website | GoWP Niche Agency Owners Facebook Group Preferred Pronouns | She/Her Episode Transcript Tara: This is Hallway Chats, where we meet people who use WordPress. Liam: We ask questions and our guests share their stories, ideas, and perspectives. Tara: And now the conversation begins. This is Episode 134. Liam: Welcome to Hallway Chats. I’m Liam Dempsey. Tara: And I’m Tara Claeys. Today we’re joined by Caylin White. Caylin is the growth manager at GoWP. She’s a marketer and an artist who shares her art on Cbcinked.com. Welcome, Caylin. We’re glad to have you today. Caylin: Thanks so much. I’m so excited to be here. Liam: We’re excited for you to be here, Caylin Thanks for joining us. Can you tell us a little bit more about yourself, please? Caylin: Absolutely. I am so excited to connect with you guys on this. I work at GoWP, like she mentioned, in growth and marketing. It’s been my world for, I don’t know, years. 12 plus now makes me sound a little ancient. I’m originally from Michigan, but I’m here now at Atlanta, Georgia. I’ve been here for quite some time—10 plus years. And I am a huge fan of WordPress. I think it’s been almost four or five yours now in this space. One of my favorite things to do is connect with people like you. So I’m excited to kind of dig into this. Tara and I met on the GoWP Niche Agency Owners Facebook group as part of the GoWP world. And then I got a chance to connect with Liam. So I’m excited to talk to you guys today. Tara: We’re happy to have you here. Can you tell us what growth marketing is? What is that? Caylin: It’s a new term. Do you like it? Tara: I do. I mean, I think marketing is about growth. So I’m wondering, is it redundant or what’s it? I’m sure it’s not. So tell us about it. Caylin: It’s a hybrid term actually. It’s a hybrid term. I don’t know if you realize this, but the word “sales” is starting to leave the vocabulary of selling. So it’s a hybrid term for sale and marketing. It’s a two-part role, which is kind of my favorite part, is you get to do the digital marketing like content and social media and networking and partnerships like this. And then you get to help those leads that come in and help answer the questions and jump on calls with them and have a chance to explain how we can help their agencies grow. We actually do a lot of calls with people that are just starting out and they are growing beyond their capacity. So it’s kind of fun to hear each agency owner’s story. You’ve got the sales and the marketing side in one, and then really they just created the term growth for all things growing. We want all avenues growing. So marketing and sales and happy customers. I actually really like the term. It’s been, I think, a year or two since they kind of transitioned from the sales and marketing manager, which is what I’ve been or just a marketing manager or sales team lead. Growth is definitely an all-encompassing sort of term for it. I like it. Tara: Is it replacing sales? Caylin: I don’t think so. I think it’s just transitioning the way that you sell. For instance, the way that I think of it is you don’t really pitch yourself any longer. It’s not the sort of that door to door salesman style, sales technique any longer. It’s about connection and human to human interaction, being real, and understanding how they think. I think it’s not about sort of the cold call any longer. That kind of sales mentality is just not the way the growth side does things. One of the things I love about GoWP is they’re always like, you know, you don’t have to sell them what you’re selling. Just explain how we can help. And if it doesn’t fit, it doesn’t fit. But it’s so nice to walk into each call that we have with an agency owner and just say, “Let’s take that off your plate for you and you get to go out and do the things that you love.” And so we’ve met a lot of great people along the way. But yeah, that technique is a little transitioned. It’s more about educating people, instead of “this is what we do. This is what we do. This is what we do. I’m selling.” It’s more so just, “Hey, we’re putting out helpful content, we’re educating you on how to do things and hopefully these free resources will help you do what you want to do.” For instance, just like you guys, you know, owning businesses and working and sending out work, that’s amazing. That’s exactly why we do what we do. And I love it. I love my role. I’ve been doing it for so long, it’s evolved so much and it’s exciting. I actually love the avenue that it’s taking online and in the social world, which is why I love the WordPress community because they’re so awesome online. Anyway. Liam: I like the idea of growth marketing because really sales at its most efficient is about solving problems, right, solving customers’ problems. And if they don’t have a problem that my business or your business, Tara or GoWP can solve, then we can still support them and be friendly and have a relationship. But there’s no point trying to sell them circle screws for square holes. It’s not going to work. They’re not going to be happy. We’re not going to be happy trying to explain to them how to get the screws into that square hole. So I really like that idea. Caylin: And then the other half of it is that if it doesn’t work out client relationship, 99% of the time, there are other ways that you can support them, promote them. I’m big in the content world. So writing blogs featuring. And then of course, our fun Facebook groups. Stuff like that. It’s been a nice balance between the two sort of partnerships and client relationships. That’s been fun. Liam: Yeah. And I think it takes the pressure off sales, not only to hit targets, although targets are important, right? If we don’t have enough sales, we don’t pay people. But also just the “Oh, crikey! She’s calling. That’s going to be a sales call.” If it’s just a good fit, then it’s “What are you going to charge me for that? How does that work with what I’m doing? Do I want to pay for that? Do I think there’s value there?” And we can talk candidly about it. It just makes it a lot more transparent and less pressure. Caylin: Absolutely. Liam: I applaud you and your colleague for taking that route. It’s certainly one that I use in my own business. Caylin: Yes. Awesome. Thank you. I coined it the human-centric approach. I don’t even know if that’s a word. If it is, I might have made about made it up. But we’ve been talking a lot in the Facebook group about profits and how to just help people. Chris Lemma mentioned, if you have to pitch the sale, you’ve already lost it. So if you’re on a call with someone and it’s someone that’s really truly interested, you’re basically just walking through the technical details seeing if you work well. That’s a great way to look at it. Liam: I really like that. And you know what, guess what, as we’re talking all about this, I realized that I don’t have a very firm grasp on what GoWP does. We’re not a sales show but maybe you can give us a thirty second, one-minute overview of what actually the company does. Caylin: I know a little bit about GoWP. I’m happy to help. We provide white label WordPress services. Basically, our motto is we just want to help grow agencies. Things that they don’t want to do: website maintenance, content edits. We just offered our new page build service, which is really exciting and very popular building out landing pages. The thing I love about the team is that they’re super communicative. I’ve never been with a team so much that just communicates about whatever it may be. Like, we need to help this guy, we have a new client or we want to send out mugs, or whatever it is to make us happy. The team is…this is why it works so well is because they have such great communication. That’s what we do. Our team is growing by the day. We’ve got new hires, I think one this weekend, one last week. So that’s really exciting to me. Of course, I love all things growth. So that helps, but that’s what we do. Emily, our director of growth, runs the Niche Agency Owners Facebook group, which is taking off as well. We have a lot of great members there. Where else are we? I think that’s where we’re at, and that’s what we do. Tara: How many people are at GoWP now? Caylin: Total, I think we’re almost at 15. Somewhere around there. It’s growing every day. Tara: That’s good. Let’s take a step backward and talk about your path and your background, and how you ended up doing what you’re doing, both in WordPress and in marketing in GoWP. Caylin: That is about a three-hour phone call. Tara: Give us the short version. Caylin: I’m just kidding. My adventure is long, has had many different paths. I’m sort of a hobbit when it comes to adventuring. But basically what happened was, I became…I’m from a family of artists. My mom was an art teacher; my dad wrote for all these different publications. So art is in our family. And with art comes creativity and comes selling online and comes learning about marketing and learning about sales. And so it naturally kind of just drove me to that. A
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