Working with B2C Creators for successful B2B Marketing campaigns with Delia Pitu.

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Delia Pitu's approach to B2B marketing is different than most. She's the co-founder of Nude Digital agency. And what I like about them is that they utilize B2B creators to create user generated content for B2B campaigns. But the creators don't actually publish any content. Instead, they take the content produced and test it on Facebook and other channels. 

Results?

Well, they're kickin butt and staying ahead of the curve in this ever changing b2b marketing landscape. 

Chapters

00:00 Introduction to Delia Pithu and Nude Digital
01:17 The Story Behind the Name 'Nude'
05:17 The Ideal Client for Nude Digital
07:16 Dealing with Resistance to New Ideas
09:30 Determining the Budget for Marketing Campaigns
15:23 The Three-Step Process of Nude Digital
21:21 The Effectiveness of LinkedIn Outreach
24:27 Recommended Marketing Tools
26:29 Becoming a Better Marketer
33:06 Rapid Fire Questions

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Previous guests include: Arvid Kahl of FeedbackPanda, Andrei Zinkevich of FullFunnel, Scott Van den Berg of Influencer Capital, Buster Franken of Fruitpunch AI, Valentin Radu of Omniconvert, Evelina Necula of Kinderpedia, Ionut Vlad of Tokinomo, Diana Florescu of MediaforGrowth, Irina Obushtarova of Recursive, Monika Paule of Caszyme, Yannick Veys of Hypefury, Laura Erdem of Dreamdata, and Pija Indriunaite of CityBee.

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Transcript

Eric (00:06.684)
B2B marketers are scaling their business or clients businesses, then this is the show for you. Today we have Delia Pithu, who is the co-founder of Nude Digital. This is a B2B marketing agency that prides itself and helping brands take a dynamic approach to standing out and growing their business. Nude Digital does this by utilizing a three step process, which includes redefining your brand's position, attracting new business through various lead generation campaigns, and converting those

through their demand capture system, which we will get into later on. Delia is actually from Romania, the country that I currently live in, but she is a digital nomad. So we'll get into that as well. Delia, welcome to the show.

Delia Pitu (00:49.602)
Thank you for having me, Eric.

Eric (00:51.428)
Yeah, yeah. Super, super excited to chat with you. I've been seeing your content for the past few months on LinkedIn. And I'm like, this girl knows what she's talking about. And I've definitely found it very valuable. And I think the audience will too. But before we get into that, how long have you been a digital nomad?

Delia Pitu (00:59.254)
Eh.

Delia Pitu (01:08.394)
I'd say about four years now, I think, ever since the pandemic started, really. That's when nude was born, yeah.

Eric (01:13.81)
Yeah?

Eric (01:17.116)
Okay, where did the nude for an agency? Where did the nude name come from? Like how did that come about?

Delia Pitu (01:24.01)
I get this question a lot. So it's actually a really good story. So in 2019, we were still at our jobs then. We did this trip to Bali where we're currently living. Some of our friends were doing this like insane trip through Southeast Asia and they said, oh, come meet us in Bali. It was our first like big trip together. So we met our friends here and one of the first places we went to was a cafe called Nude.

So that was the, I think that was the first time when we actually saw, you know, digital nomads in action, the cafe was like filled with people on their laptops. Um, you know, I overheard conversations, people were living there. They were working remotely. And I think pre pandemic times, this wasn't the norm yet. So for us, it was like, Oh my God, what's going on? You know, like it was like a, like an aha moment. Like, yes, I want.

Eric (01:53.782)
Hehehe

Delia Pitu (02:23.454)
I want this for myself. So that was kind of when we started planning, opening an agency. And the name Nude, we actually started with like, variations from new digital. So like to bring a new era of digital marketing. And then we went from that to like, NU digital, new digital, and then just like saying it out loud a few times, we landed on Nude. And then we realized like, it wasn't...

Coincidental that the place where we got the idea for the agency was also called Nude, so we stuck with that.

Eric (02:59.792)
Yeah, I have to tell you, it is memorable. You know, the first time I saw it, I didn't forget it. And so whenever I see you, I just, you know, what does she do? Or does she work? Oh, new digital, you know, you don't forget it.

Delia Pitu (03:03.335)
Oh!

Delia Pitu (03:11.598)
I'm glad to hear that. I'm glad to hear that because we've had like, well, I mean, not now, because now people are a lot more open-minded, but a couple of years ago, we were getting some like mixed feedback about it.

Eric (03:21.432)
Yeah. Okay. Now, what were you doing though? Were you still working, like at a full-time job? Like how did you take that leap? Because it's a big, it's a very risky decision. But for you, was it more excitement or was it more like being nudged by somebody else to make that leap?

Delia Pitu (03:38.122)
I wouldn't say nudge by anyone else. So I think we felt really inspired seeing other people do this. And this was like pre-pandemic times. And then we flirted with this idea of building a business. Our first ideas for a business were actually not for an agency. We were brainstorming app ideas. We wanted to build this app that mapped out all the

like transportation options in Southeast Asia. We found out that was already done. So we started brainstorming business ideas basically, because we just wanted to like get out of that nine to five. You know, we wanted something for ourselves, like to build a business. And then me and Jordan, we both worked in marketing. So, you know, we just said, like, why don't we just, you know, go solo, like build an agency or, you know, just let's work.

as freelancers in the beginning until we figure stuff out. But then we had some time, you know, from 2019 to like mid 2020. And we started like thinking more about it. We started, you know, we really liked the idea of having an agency doing things a bit differently, because there were a lot of things that are current jobs that we didn't really like. I've worked with agencies before in my previous jobs when I was on the client side, and I didn't like.

some of the way things were done, from the agency side. And we both said, I think we can bring something fresh and new to the table, so let's just do it. And then the pandemic happened. It slightly delayed our plans, but it still happened.

Eric (05:17.52)
Yeah, I have an agency background myself, but this is many, many years ago in New York. And I came on, I loved it, had a great time, but then they started giving me more clients. And so that was one of the things that I didn't like because I was supposed to be full time for one client. And before you know it, I had like four accounts and four different clients. And obviously that's how the agency, how they make a lot more money.

Delia Pitu (05:30.922)
Oh no.

Eric (05:43.024)
is by allocating more employees to different accounts and charging more for or billing more for those accounts. What was one of the things that you didn't like about working at an agency?

Delia Pitu (05:47.97)
Yeah.

Delia Pitu (05:53.966)
I think that was partially, you know, what you described there. I've experienced it myself. So I worked in Bucharest for a year, I think. I worked on client side. I worked on agency side. I didn't really like the dynamic in the agency. I think also because it was like one of the more traditional agencies, you know, where you have like the creative team, you have the social media team, you have the strategist, blah, blah.

I thought that things can be done differently. And the fact that, you know, you work, I worked at Procter & Gamble, right? So we worked with like huge agencies, huge agencies, they don't give you the same attention that boutique agencies do. So that's what we kind of like, that's what we focused on from the beginning. We said, I don't wanna build this like ginormous agency. I wanna work with like.

Eric (06:31.825)
Yeah.

Eric (06:38.748)
Yeah. Oh yeah.

Delia Pitu (06:51.374)
quality clients, I want to do quality work. Because we felt like we had the really good background and Jordan coming from a B2B background, me coming from a B2C background, combined forces. We had like a lot of experience and a lot of knowledge and expertise in the right belts. So we really wanted to do things differently, not just like follow the same agency structure that people are used to.

Eric (06:54.322)
Yeah.

Eric (07:16.624)
Yeah, no, I love that when you're a boutique and you're small, you can move like a speedboat, just so much faster. Communication is a lot quicker between teams. I think I read somewhere that once you get like maybe 35, 40 people, then that's when it starts to get a little bit different juggling, uh, multiple, you know, different projects and the communication can start to fall. Uh, because you know, small teams, everybody knows what the vision is. They know what the project is. They know who does what.

But once you get to a certain level, it gets a little bit harder to keep that good team collaboration and everything. Okay, so when a client contacts you, Delia, what is the number one thing that you focus on to determine whether or not your service can really have a positive impact for their business?

Delia Pitu (07:48.502)
Absolutely.

Delia Pitu (08:05.938)
We look at their product like before anything else. We want to say, I think even before we jump on a discovery call, we look into their, into the prospect's business and kind of like do a bit of research ourselves into the product or the service that they provide because, and I think I've said this in like numerous posts before, but you can have like the best marketing in the world if your product or service is bad.

no amount of marketing will be able to rescue it or make it work. So for us, it's important to take on clients who also have a good product so that we can at least make sure that we can make it work. I've seen lots of agencies that we go through like our competitors clients as well, right? It's normal. And we look at some businesses and I'm like, I don't even want to work with that business because I don't know what I would do for them.

Eric (09:01.574)
Hehehehehehe

Delia Pitu (09:02.794)
So that's why we kind of like, we evaluate from our side as well, because I want to, I don't want to just take on clients just to be like, oh yeah, you know, cash in a couple of grand a month or whatever. I want to, because that's not sustainable. Right. So if I know I can, I can't help a client, I'm just going to say, sorry, I can't help you like recently as well. I've had like, we used to partner with other agencies as well. And someone reached out and said, Hey, could you guys help us with, you know, this branding project?

And you know, the first instinct is like, oh yeah, we can do anything. But Jordan and I like really sat down and said, this is, we don't, we don't really do branding that that's not what we do. So I was super honest and I was like, listen, I'd love to help, but I don't think I'd be doing a good job and I wouldn't be honest and fair to say like, yeah, I can help you out with this. So I'd recommend rather go into a branding specialist. So this is like, you know, it's one of our values as well. Like I don't, I've always been honest with.

everyone we spoke to, like all the prospects, all the clients, I'm never going to lie to them and say, I can guarantee, you know, a 20% growth in revenue in three months.

Eric (10:11.408)
Yeah, no, I get that too sometimes brands will reach out and they're like, Hey, we're trying to reach a lot of people in the e-commerce space. Do you have a lot of e-commerce podcasts in your network? And, and I have a few, I've got like, like two or three, but not, not enough for what I would call a group sponsorship, like seven to 10 podcasts. And I have to turn them down and just, just be honest with them. Like at this time, I'm just focused on really B2B and SaaS, but maybe in the future I'll get there, but, but right now I just don't have a good

Delia Pitu (10:17.644)
Yeah.

Delia Pitu (10:27.042)
Mm-hmm.

Eric (10:37.34)
good service that's really going to meet your needs. So I think being honest is the best thing that you can do for clients. So what is an ideal client for you? I mean, obviously we got the first thing that you like the product. They have a great product, but what else?

Delia Pitu (10:40.843)
Mm.

Delia Pitu (10:49.906)
Yeah. I think we kind of like gauge from the discovery call, how open the businesses to testing new things, to like how open they are to new ideas. Because a lot of the times, you know, we'll hop on discovery calls and present a few ideas because I don't like to waste people's time. So if someone schedules a discovery call, I'll research their company before, we'll come up with a few ideas just so you don't like...

to create that excitement for them as well, because you don't want, as a client, like as a business, I wouldn't want to jump on a discovery call just for someone to ask me questions and then I get nothing out of it. So yeah, I think the way they react to these ideas that we bring to the table is also important because a lot of B2B founders, a lot of B2B businesses are very reluctant to, you know, like...

get creative or like fresh innovative ideas and stuff like that. So they're just looking for executioners, you know, someone to execute something they already want to do, but they don't have the people to do it. And that's not really like, that's not really what we want. That's not what we're looking for. Because if I go into a business and they hire me and I see something's not working, like even if it's outside of our scope, right? Say they hire us for, I don't know.

Eric (11:45.285)
Yeah.

Delia Pitu (12:12.866)
Facebook and Google ads, and they're doing content in house. If I see it and it doesn't like reflect the business's values, it doesn't reflect the product, it doesn't reflect the benefits, etc. And I think, wow, this content plan is terrible. I'm going to tell them because that directly impacts our results as well. So generally, yeah, it's how they react to like our approach as well that I think matters a lot.

Eric (12:32.56)
Yeah.

Eric (12:40.668)
Have you ever been in a situation where you felt like your idea was the better idea and you really stood behind it and you believed in it so much that although they didn't see it, they didn't see your point of view, that you still tried other tactics to get your idea across and implement it? Have you ever done anything like that?

Delia Pitu (13:02.146)
A lot. I think with B2B, yeah, with B2B you'll find that there's a lot of resistance to change. There's a lot of like resistance to, I don't want to say innovation, because obviously it's not like we're bringing like completely, you know, out of the box, innovative ideas to the table. We're just like bringing something that's a bit maybe more controversial or a bit unusual to what they're used to.

Eric (13:04.023)
I mean...

Yeah.

Eric (13:30.418)
Yeah.

Delia Pitu (13:32.342)
But yeah, it happened a lot. And I think the way to go about it is that, you know, if your client insists on doing it one way and you know that, like, I know that our ways might work better, what we do is we say, look, let's test both ways and compare results. I think that's the best way to go about it because they need to see, they need to see it for themselves. You know, there's no point in me telling them without, you know, without some like data behind it.

So then I say, listen, let's test both approaches and see what works best. And then we go from there.

Eric (14:03.346)
Yeah.

Eric (14:09.744)
Yeah, I've gotten in trouble one time where there wasn't enough time to test it. And so they were keen on using it their way. It was a subject line and I thought it was so poor and so awful that I even, I even told the person it was this other director for the company. I said, I'll bet you $500 in my own pocket that if we were to test this, that my version will win, but it didn't go so well, but I'm a very, I'm a

Delia Pitu (14:35.223)
Haha

Eric (14:36.24)
At that time I was a very competitive person. I think if you're a good marketer, you're very competitive and, you know, you're always open to testing ideas. And if you see an awful idea, you want to prevent it from being executed. I think any, any competitive person would do that. But I remember that very instantly instant moment. And I realized that they weren't very in favor of that idea. And eventually I find myself, I didn't get let go or anything. I found another, another opportunity, but I wasn't very well liked after that moment. You know.

Okay.

Delia Pitu (15:07.286)
I mean, it can happen, yeah.

Eric (15:09.744)
Yeah, okay another question for you. You guys have this three-step process that helps with the brand's positioning, their lead generation, and conversion. Can you tell us about that process and what it entails?

Delia Pitu (15:23.562)
Yeah, so we like to take this three-step approach because it's basically how we build the strategy as well. So in the way we usually go about it, with bigger projects particularly, is that we go through one month of positioning where we sit down with the client, we go through their entire brand message, their ideal customer profile, try to identify what the customer's pain points are, how their product or service solves that. So it's a whole month of going through this.

positioning, the brand positioning to kind of see how much work they've already done, how much work there still needs to be done. And then obviously based on this, we create the strategy. Because it's very difficult for us to create a digital strategy without this information. We need to know exactly who we're targeting, why they would respond to our ads or content, what emotional cues they respond to, what triggers them, et cetera. This is like...

It's basically like psychology work that we do with a brand, but it needs to be done. And then the strategy basically consists of like an attract and convert system. So here we think about strategies to like put the brand in front of people, create awareness, you know, create that demand. And here we'd be using content, Facebook ads for awareness or like TikTok ads, et cetera, depending on.

Eric (16:27.988)
Okay.

Delia Pitu (16:51.806)
on each client's case, on their business. And then for the demand capture, usually what we recommend a lot is Google Ads, Facebook Ads again, but at a different stage of the funnel, email works well as well. So we don't have like a set system that we implement for everyone, because obviously every business is different, but we try to follow this like three-step approach.

Eric (16:54.459)
Okay.

Eric (17:13.52)
Mm-hmm.

Eric (17:16.684)
Okay, and the conversion aspect, can you dive a little bit deeper into that?

Delia Pitu (17:21.93)
Yeah, so that was where I was saying more like for the demand capture, where you use like Google ads, because that would basically sit at the bottom of the funnel because the people who were searching for a particular product or service on Google, obviously they're already hot leads, right? There's a super high intent. So the most useful tool to capture super high intent is Google ads. At the same time, Facebook ads can work. They can work as a...

demand capture, like for conversion, email as well. So it's basically the same. We work across these two phases, like attract and convert, with the same range of services, but it's just at different stages of the funnel, if that makes sense.

Eric (18:08.176)
Yeah, yeah. And do you spend like a certain amount of budget on each channel, you know, as part of the strategy? Or do you have like a good intuition already that, hey, for this product, it's going to work better on Facebook. And so therefore we should allocate more, you know, more budget into Facebook. Like, how does that work?

Delia Pitu (18:29.314)
We usually have our assumptions based on the type of product, the type of business. Like SaaS, for example, could be very different to, I don't know, like accounting or executive search. But we've learned the hard way sometimes that assumptions don't always reflect reality, especially now because consumers are changing so much, the platforms are changing, the environment is changing. The old assumptions are not.

so valid anymore. So we do make assumptions, but we always prefer testing. So that's why in the beginning we allocate a certain budget for testing and we make a decision after we see the results from those tests, just so we don't go into it blindly.

Eric (19:00.082)
Yeah.

Eric (19:04.477)
Yeah.

Eric (19:17.584)
Yeah. What's like the minimum budget amount that you advise clients? And let's say they're just trying to attract clients in North America, our new customers in North America, and they're open to doing, you know, Facebook ads, LinkedIn ads, TikTok or Google. Like, is there like a minimum monthly budget that you recommend?

Delia Pitu (19:36.994)
Well, North America is a very big market. So depends if you're trying to target like, you know, all states or if you want to start smaller with like specific states. We've had clients that started with like $20 a day, all the way to thousands of dollars a day. So it one, it's a matter of how much budget you have available to what you're trying to achieve.

three how scalable it is because just to give you another example, obviously it's not North America, but one of our clients, they offer their service only in a specific geographical region, right? It's repeat business, but not, you wouldn't buy it like every month. Like you can get repeat customers, but you wouldn't buy it every month. So obviously there we're limited a little bit in terms of scalability, right? So there's only so much you can scale your budget.

Eric (20:26.001)
Right.

Delia Pitu (20:33.482)
Like there, I wouldn't scale the budget like every month, every year, et cetera. But then again, if you are a scaler, if your product is scalable, um, then. And you have available budget. I don't think I would go anywhere near like under two, three grand a month. And that's like me being kind because really like North America is a huge market, it's super competitive. Um, I've seen.

Eric (20:33.594)
Okay.

Eric (20:55.842)
Hahaha!

Eric (20:59.772)
Yeah, yeah. Yeah.

Delia Pitu (21:03.782)
a huge range of cost per purchase in Google ads. So it's a matter, but again, it's a matter of testing, right? So you need to test kind of like get an estimate, a benchmark for, for cost per purchase, and then go from there based on available budget and what you're trying to achieve.

Eric (21:07.429)
Yeah.

Eric (21:21.86)
Yeah, I think that's a good segue into LinkedIn because ever since I launched B2B pod pros, which is a B2B podcast media network, we give brands the ability to do a podcast sponsorship across multiple podcasts. Since I don't have a big budget, I've been really focused on LinkedIn, specifically the outreach part, the outreach part, specifically Delia. What I'm doing here is I'm personalizing basically a referral request, reaching out to my network.

Delia Pitu (21:39.08)
Just really good.

Eric (21:49.784)
and messaging a person asking if they know somebody who would be interested in podcasting as a growth channel. But I personalize it. So I'll actually go to their profile and I just feel like, you know, what are they doing? And I try to reference that in my message, right? However, it's taken me a long time. I mean, it could easily take me an hour to send just 10 messages that are personalized. It has worked. I've gotten a lot of, you know, referral opportunities from it. It doesn't cost anything. It does cost my time.

Delia Pitu (21:59.499)
Mm-hmm.

Eric (22:17.896)
But are you guys doing anything around LinkedIn that you found saves you time, maybe a specific tool or a specific process when it comes to outbound? And it doesn't have to be personalized outreach either.

Delia Pitu (22:25.151)
Hmm

Delia Pitu (22:28.299)
Yeah, so...

Delia Pitu (22:33.346)
I mean, I think the way personally, I think the way you're doing it is better because it's super like high quality, super personalized approach as a lead, as a prospect, I think I'm more inclined to respond to you. If I see, if I can tell that message has been written out personally, like not put into like a mass automation system, whatever.

There are tools that you can use, but usually what we recommend with these tools is using them to expand your network, to expand your audience so more people see your content, not necessarily to sell directly. We've done a lot of research recently, especially into B2B buying journeys. Outbound cold messaging is less and less effective, like year on year and year. And now there's been like a survey done on B2B buyers.

Eric (23:17.844)
Okay.

Delia Pitu (23:33.278)
Most B2B buyers, they'll do the research themselves. Most of the times they'll reach out to sales reps or like to businesses themselves. They're moving slowly into like a self-service system. So it can work, but it's not the same approach that we used like two, three years ago where you'd send a cold message on LinkedIn and you'd potentially make a sale. So I think the way you're doing it, the way you're doing it is definitely like...

the better approach. What you can also do.

Eric (24:04.204)
Okay, okay. On that note, well, on that note, on that note, real quick, if a B2B company comes to you and says, Delia, we're willing to use your favored marketing tools, right? To grow our business. Which tools would you recommend and also include the one that you said helps distribute or spread content on LinkedIn? Because I'm curious to know which one that is.

Delia Pitu (24:27.963)
You mean is it like a marketing technology like Martech?

Eric (24:32.348)
Yeah, Martek tools, it could be anything. It could be email, also email marketing tool. Maybe there's like a CRM tool that you guys like. I'm just trying to get an idea, like what are some of your favorite tools for the clients that you serve?

Delia Pitu (24:47.414)
That's an interesting question. Let me have a think. I think in terms of like project management, for example, we use ClickUp a lot. That's where we onboard our clients. And it's a tool that we use very often. Email platforms, I'd recommend Active hosted, Active Campaign. It's one of the best platforms we've used and it's a platform we use with our clients as well for email automation, for newsletters, et cetera. I've used MailChimp a little bit, but I still prefer Active Campaign.

Eric (24:55.764)
Okay.

Eric (25:04.755)
Okay?

Delia Pitu (25:16.61)
Definitely recommend ActiveCampaign. And let me see, Dripify I'd use for LinkedIn automation just to kind of expand your audience, not necessarily for cold messaging. We use it to, yeah. So we use this to kind of like expand our network. We send, automate sending connection requests with a personalized message and you know.

Eric (25:32.398)
Is this called Dripify?

Eric (25:40.936)
Okay?

Delia Pitu (25:44.726)
kind of like make people aware of your brand. What happens here is that if you have like a conversation with someone in DMs, their content is gonna pop up in your feed more often.

So this is also like a strategy that we like to use, even if you're not cold selling through DMs, then you're still like carrying a conversation. So they're more likely to see your content, which means they're more likely to be nurtured faster. Let me think and chat GPT, of course.

Eric (26:10.748)
Yeah. OK.

Eric (26:17.146)
Of course, of course. Okay, very, very cool. Now what's something that you've done in the past 12 months that has helped you become a better marketer, Delia?

Delia Pitu (26:29.39)
First of all, we've completely like restructured internally. Um, we are now focused solely on B2B marketing and we've basically done a lot of research in the past 12 months into B2B marketing, um, into B2B buying journeys, how this is changing. And this has led to us kind of like restructuring our services in our offer. So I'd say this research.

Eric (26:53.789)
Mm-hmm.

Delia Pitu (26:56.91)
primarily that we've done into the B2B buying journey has had a big impact on the work that we do. And it's changed the work that we do for our clients as well because we've implemented new strategies that have like, have completely changed like the trajectory of their revenue growth. So yeah. Yeah, it actually has been. We've been working with some like SaaS, B2B SaaS businesses for

Eric (27:16.248)
Give us an example. Come on, that sounds exciting.

Delia Pitu (27:27.074)
Couple years now and we started the traditional way with like, they had the product pictures, product videos, like, this is how you use it. This is how you plug it in, blah, blah. They were doing okay, but we weren't achieving that, you know, that consistency that you want, you know, that incremental growth, month on month in revenue. So their business being seasonal as well. We we'd see like a lot of ups and downs in purchases because we were doing a lot of like Facebook and Google ads.

Eric (27:37.885)
Yeah.

Eric (27:46.202)
Yep.

Delia Pitu (27:57.022)
And then after we started doing this research, we started taking this B2C approach to B2B marketing. And this is something that Jordan and I like to talk about a lot in our content. So what we did is that we started creating user-generated content for ads. We started working with creators for B2B SaaS, completely changed the game, completely. Like that consistency that I was saying that we couldn't achieve, we halved the CPA.

That was an incredible result, incremental growth month on month. And what the founders have done is that they've created this like comparison chart for the cost of acquisition, not just for ads, but like at a top level across the whole business and even like the cost of acquisition went down, but like, I think 30 or 40% like year on year. So it was an incredible result. And it was like, again, you know, proof that what

all the research that we've done in like this whole direction that we're taking, it was proof that it is the right direction and it is the way B2B marketing should be done now in 2024. And that, you know, we want to like make this make more B2B businesses aware of this because a lot of them, and we've looked into B2B marketing agencies, no one is really like talking about this that much. I think we've only just found like one agency in the whole of UK that talks about, you know,

Eric (29:19.549)
Yeah.

Delia Pitu (29:24.438)
this fresh creative approach to B2B marketing and it's shocking.

Eric (29:27.536)
Yeah, yeah. Now, is there a certain platform or tool that you use to work with the creators or did you contact them individually?

Delia Pitu (29:36.482)
We contact them individually. I know there are lots of UGC platforms. I might start using that soon as well. We've used Fiverr a lot until now for creators. I found a lot of good creators, most of them obviously are in the States, struggle to find creators in other countries. But it's definitely an increasing market.

Eric (29:47.601)
Uh huh.

Delia Pitu (30:02.986)
When I was researching creators, for example, in Australia, like a year ago, I could barely find any. Like I remember the business we were working with, they had to reach out to actors because we couldn't find any Australian UGC creators. Now there's loads.

Eric (30:15.997)
Yeah.

Yeah, it's interesting you said Fiverr because I've used Fiverr to find somebody who can research creators on Instagram and TikTok for me. Did you do the same thing or did you look for actual creators on Fiverr?

Delia Pitu (30:35.302)
We looked for actual creators because I like to go by reviews. For me, that's like super important. Because a lot of the times there'll be businesses leaving a review saying, like basically their review would say, this creator helped me get, I don't know, increased purchases by X amount or whatever. So I usually like scan their reviews to see how much the content helped.

Eric (30:41.678)
Okay.

Eric (30:54.096)
Yeah, yeah. Yeah.

Delia Pitu (31:03.478)
Because a lot of the times, you know, they could be like fantastic video editors, but they just don't have that, that factor, you know, that, that well factor that resonates with the audience or like, you need to be a good speaker, but then you also need to kind of like, it needs to fit in with a client's ICP. So that, that means like physical aspect as well, which is crazy that we were judging by this, but it has to because like if I'm targeting teachers, for example,

Eric (31:12.636)
Yeah, yeah. Yeah.

Eric (31:25.244)
Yeah.

Delia Pitu (31:33.438)
And I'm looking for someone that kind of like has that like teacher look or can put it on, etc. You know?

Eric (31:40.342)
Yeah, no, absolutely. In my experience, I looked, okay, find creators that use these specific hashtags. And that's how the research was done. But I love that approach that you're looking for them specifically so you can see the reviews about them. Were there also like B2B creators on Fiverr or was it mostly B2C creators that you found?

Delia Pitu (31:49.556)
Mm-hmm.

Delia Pitu (32:03.682)
So they're mostly, this is the thing, right? So they're mostly B2C, but this is particularly why we wanna use them. Because they have that like direct to consumer experience. So they speak to the audience differently than a B2B creator. I mean, I don't even think there are that many B2B creators. B2B creators is usually what we call like, creators on LinkedIn, right?

Eric (32:27.844)
Yeah, no, it's so true. I mean, so true that most of the platforms out there that are for B2B influencers or creators are projects like, Hey, do a post about me on LinkedIn. And you're starting to see more of that. And it's, it's kind of, for me, it's a little bit irritating. It's like, Oh my God, this is the third post I've seen on this day for this brand. And if I continue to see a lot of those sponsored posts, but they look like they're organic posts, but I know they're sponsored posts, I'm probably going to be inclined to like stop following this person.

Delia Pitu (32:30.731)
Yeah.

Delia Pitu (32:37.963)
Yeah.

Delia Pitu (32:44.835)
Hmm

Delia Pitu (32:52.895)
Yeah.

Eric (32:56.852)
this person's content because I just know that, hey, he's being paid. He or she is being paid to do that. That's so interesting. I love that. Go find B2C creators to actually do UGC content for you for B2B. And then try to find them on Fiverr and look at reviews. OK. This is really, really cool. This is good stuff here. All right, well, let's wrap it up. Let's head to the rapid fire here. Questions for you? Give me the first thing that pops into your head. Are you ready, Delia?

Delia Pitu (33:06.462)
It works.

Delia Pitu (33:24.586)
Hope so. Let's go.

Eric (33:25.976)
All right. Okay, let's go. First question for you. What is the most interesting thing you did in the last 26 days?

Delia Pitu (33:35.506)
Oh my gosh. I won a paddle tournament.

Eric (33:39.876)
You want a paddle tournament? Like like a swimming paddle or like a ping pong paddle?

Delia Pitu (33:41.986)
Yeah.

Delia Pitu (33:46.47)
No, no, like tennis paddle.

Eric (33:49.924)
Oh, okay, that's right. Okay, okay. Well, we should play some time next time you're in Bucharest. I love tennis. Yeah, yeah, yeah. All right, all right. What is a favorite TV show you can watch again and again?

Delia Pitu (33:56.052)
Yes!

Delia Pitu (34:02.83)
friends.

Eric (34:03.972)
Oh my God, you're like my wife. Oh my gosh, you can watch that show over and over. Okay, next question for you. $25,000 cash or dinner with Gary Vee?

Delia Pitu (34:06.134)
Ha ha ha!

Delia Pitu (34:14.371)
Cash.

Eric (34:18.181)
He said that like, duh. Okay.

Delia Pitu (34:21.182)
I speak as like, yeah, all of his knowledge is online.

Eric (34:23.728)
Yeah, exactly, right? Okay, next question. Does corn belong on pizza?

Delia Pitu (34:30.624)
Yeah.

Eric (34:32.988)
that we could be friends, tell ya.

Delia Pitu (34:35.952)
Sorry!

Eric (34:38.329)
Okay, a couple of more questions. Let's see here, craziest thing you ever did to make money or save money.

Delia Pitu (34:47.57)
I don't think I've ever done anything too crazy to make money or save money. Probably like sell my clothes? I don't know.

Eric (34:56.857)
Okay, last question for you. I grew up in blank and my favorite thing about that city is blank.

Delia Pitu (34:57.343)
Nothing too crazy!

Delia Pitu (35:07.422)
Okay, I grew up in Constanza and my favorite thing about that city is probably the beach.

Eric (35:16.982)
Alright, well there you go folks. There you have it. Delia, co-founder of Nude Digital. I will put links to her LinkedIn profile as well as their website on the show notes. And for all those listening, I want to say we appreciate you listening. If you enjoyed this, hit that subscribe link. Tell others about it. Delia, thank you for coming on to the show.

Delia Pitu (35:36.77)
Thank you for having me, Eric.

Eric (35:38.52)
Yeah, no, it was my pleasure. Hope you have a fantastic day. This is Eric signing off.

Eric (35:46.972)
Alright. That is so-