Transcript
WEBVTT
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Want to expand the reach of your
content, start a podcast, feature industry
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experts on your show and leverage the
influence and reach of your guests to grow
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your brand. Learn more at sweet
fish Mediacom. You're listening to be tob
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growth, a daily podcast for B
TOB leaders. We've interviewed names you've probably
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heard before, like Gary Vander truck
and Simon Senek, but you've probably never
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heard from the majority of our guests. That's because the bulk of our interviews
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aren't with professional speakers and authors.
Most of our guests are in the trenches
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leading sales and marketing teams. They're
implementing strategy, they're experimenting with tactics,
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they're building the fastest growing BTB companies
in the world. My name is James
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Carberry. I'm the founder of sweet
fish media, a podcast agency for BB
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brands, and I'm also one of
the cohosts of this show. When we're
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not interviewing sales and marketing leaders,
you'll hear stories from behind the scenes of
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our own business. Will share the
ups and downs of our journey as we
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attempt to take over the world.
Just getting well, maybe let's get into
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the show. Welcome back to beb
growth. I am your host for today's
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episode, Nikki Iby, with sweet
fish media. Guys, I've got with
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me today Josh Sloan, who is
product marketer for just Josh, how you
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doing today? Doing Great. It's
thankful to be here. I'm thankful that
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you're here to we already have stuff
in common. This is going to be
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fun, all right. So Josh
is going to be talking to us today
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about what he calls behavioral automnation when
it comes to how we approach marketing,
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and we're going to be contrasting that
with the linear approach the most of us
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are familiar with, and there's some
real cool stuff. He and I talked
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about Flane. I can't wait to
get to y'all. But first, before
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we dig into any of that,
Josh, I would love it if you
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would just give us all a little
bit of background on yourself and what you
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and the folks that just have been
up to these days. Yeah, thanks.
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I'm the product marker. Just been
in content marketing and product marketing for
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about a total of nine years now, and just is. Essentially, it
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is an all on one tool,
and you might have heard that recently,
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but what we aim to do is
to provide all the tools you need under
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one roof to be the primary mode
of customer reaction, and that means from
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site visitor all the way to a
supported customer, and we do that through
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a multiple amount of tools, including
email, live chat, meeting Scheduler,
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help desk, knowledge based chat bots
and really more. So yeah, I'm
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excited to be here and hopefully we
can have a good chat about behavior automation.
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Yeah, we will. Um So, like I mentioned at the at
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the top here, what most of
us when it comes to marketing automation,
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what most of us are used to, is a linear time based model,
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and Josh and I talked about offline, where it's a sort of if he
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buys, he buys mentality behind it. And and so first, before we
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dig into this behavioral approach, which
is what you guys are using and advocating
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for, set the scene for us. Talk to us about some of the
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things that you observe when it comes
to this linear time based approach to marketing.
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Yes, I guess the first stage
is awareness. You want to make
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people aware of your brand, but
then once they move into the next stage,
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it's gets kind of murky and typically
the way somebody enters a funnel is
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they start either they download something,
they enter their email address. You have
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their contact data. And what do
you do with it from there? Most
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of the time, over a two
to three week period, maybe longer,
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you subscribe them to a nurturing email
sequence. So immediately they get whatever they
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downloaded, you know for signing up. Then a couple days later they get
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another valuable piece of content and a
couple days later even more and more,
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and then eventually you have this ask
where you ask them to either sign up
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for a sales call or a demo
or you might even ask them to outright
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purchase your product. And then,
like you said, which needs to be
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a rocky meme, if he buys, he buys. I think I'm going
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to have to work on that right
after this call. But the T shirt.
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And if they don't, they don't, and maybe they get your regular
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emails, like if you send a
weekly, you know, newsletter, things
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like that, and then eventually they
fall off the radar completely. And what
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behavioral automation is, as opposed to
that, is based on behaviors that either
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subscribers perform or even don't perform.
Just we're noticing a whole bunch of success
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with since we're an application and we
have so much going on. Usually our
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trial subscribers don't know everything. Just
can do so if they haven't done something
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within a certain amount of time,
we trigger it to send them an email
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and say hey, did you know
that just can do this, and we've
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had a tremendous AMOUTA success with that. So that's the that's the basics.
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DIFFERENCE BETWEEN LINEAR and behavioral behaviorals based
on when a subscriber does something and then
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you act on that. A linear
funnel is based on a set timeframe that
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you choose and you hope that they
convert. Yeah, so now I'm like,
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why am I doing that? So
well, then that's that's the serious
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question. So, if is it
the fact that folks are slow to understand
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it adopted technology to enable them to
optimize with this behavioral thing to just tradition,
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what types of things internally have to
happen for or is it a whole
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cultural shift in all of marketing that
have to happen for folks to open their
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eyes to this approach? I think
all those are correct, because there is
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a shift in the way people buy. People are used to on demand content
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and they don't even want to look
for it anymore. They want it directly
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sent to them. And it's very
easy in a world of, you know,
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ten different mattress companies and you know, you don't know which one you
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don't you don't know to go with
purple or nest or whatever else brand there's.
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I'm looking for mattresses. That's why
I mentioned that. But they don't
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want to look for it anymore.
They want to be told when, you
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know, when they need what they
need, especially in the be tob market.
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Be To be there's usually more than
one person involved in the buying decision.
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Everyone probably knows that at this point. With just you know, as
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soon as you sign up for a
free trial you have to install a tracking
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script. That could be a different
person entirely. So you know, they
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may not even know to email the
developer. Hey you need this and I
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need this. We both need this, so can you install this the script.
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So if they haven't installed that script, that can be a behavior email
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saying hey, this needs to happen
before you see our live chat icon on
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your site. So that's the the
customer side of as far as the marketing
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side, yes, it is a
very much so learning, because for so
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long, for the past, you
know, nine or ten years, it's
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hey, just send emails over two
weeks, they're going to buy. It's
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going to happen. Now it's with
flooded inboxes. Email is still very important,
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but in boxes and, you know, different tabs or it just gets
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so convoluted that it's really you have
to be targeted, has to be based
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on something Speci CCIFIC. It can't
be just, you know, three days
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ago, we talk to you and
we want to talk to you again.
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Yeah, Um, that the three
days that hit. That hit looks us
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to home. I felt that in
my heart. Never of that time I
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had calls you and you said that
you're going to call me back. This
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is me, I'm texting you again. Hello. No, so, yes,
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what I what I like? Like
we talked about before. I love
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that it's trigger, the this idea
of being things that folks don't do being
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a trigger. That, I think, is the biggest miss when it comes
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to this linear form of marketing that
most of us are used to, because
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you're absolutely right, it depends on
what they will do and then sort of,
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I'm sorry, gets salty. It
in the fields was like finine it
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want to sell to you anyway and
let them fall off the radar if they
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don't do things, versus, you
know, being like hey, maybe you
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got a little dizzy. Here's this
thing that could you know. So all
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the other disciplines that this fills into
me right. Of course we're talking about
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this in terms of optimizing marketing,
but this is, you know, a
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fix for account management, this is
a fix for customer success. The impact
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something like this could make in terms
of reducing churn, like, all of
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that is, I think, makes
it worth it to least explore this sort
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of way of thinking about how to
optimize marketing. I'm wanting to hear some
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exam poles, of good or bad, of of times that you know,
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you you've seen, folks that are
posted, you guys have worked with maybe
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apply this behavioral approach and sort of
knock it out of the park, or
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some examples of where a linear approach
maybe less and things on the table we've
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got for us. Well, actually, just last week we calculated the numbers
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and we've been completely overhauling our own
on boarding process, really implementing this behavioral
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system, and we found out that
sixty seven percent of our trials end up
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in a fully paid account of active
users, which is really you know,
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there's not a whole lot of data
as far as like all in one tools
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because there's only a few of us
in the market right now, but I'm
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that's probably one of the first numbers
I've seen shared. But yeah, sixty
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seven percent as of right now and
we're start up, so there's a lot
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of excitement. So that could go
into it, but we'll see as time
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progresses. Y'All see because this is
a podcast. But when he gave me
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that number, I literally clutched my
invisible girls. I was like my my,
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I never and a large number jobs. And why we why we think
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that's happening is in software, if
you're a software it's all about the Aha
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moment some where. They where they
see like Oh, this is what this
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is for. They can they can
understand your sales pitch and they can kind
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of see what it might be able
to do, but once they actually,
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you know, get ahold of it
and really feel how it's going to work
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for their specific business, that's an
Aha. And with a tool that has
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nine different features, ranging from live
chat all the way to a knowledge based
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creator, there's a whole lot of
Aha moments and they're different for each business.
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So these behavior emails way better than
a linear funnel allow them to have
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that Aha. One in particular is
just has a, and I like a
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phone APP, like a like an
android or iphone APP that allows you to
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communicate with your customers, you know, on your site, live chat,
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like right front the thing. You
can answer support request with our help desk
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and do all sorts of things from
the APP. But most people don't know
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that we have an APP. So
if they sign up for a free trial
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and they're like okay, well,
now there's a live chat, you know,
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on my side, I can send
an email, that's really cool,
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but they haven't download the APP on
their phone, and then we send them
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an email saying, hey, you
know, you haven't, you know,
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had this behavior where you've downloaded our
APP. Did you know we have an
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APP here, as as a link
to, you know, Android, iphone,
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you know, all these things.
And then once they do that and
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then they get that notification that somebody
wants to book a meeting via a live
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chat on their site and they can
do it all without loading up their their
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MAC or their PC, that that
is a huge Aha, and that's just
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one of of the a Ha's that
we have in that that's been successful.
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Yeah, you know what, I've
seen something like that in B Toc and
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I can attest to its effectiveness right
in terms of measuring that the behavior as
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far as what someone has not engaged
with and then being able to take a
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look at those who do engage with
that that APP in a certain amount of
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time, and those who don't be
able to predict their performance as a as
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a customer over time. So when
I sold cars, we suppress surprise.
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I sold calls. You didn't know
you were talking to one of those filthy
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stuff did just I was a during
jewelry salesperson. So yeah, I was
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okay, high five. So when
I was selling cars, along with the
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vehicle itself, we would there,
we would we sold this this. There's
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this APP that helps you track your
cars when it needs service and just all
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these other things right, and it's
you can pay your bill in there,
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and all the folks had to do
is like download the APP and it answers
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a bunch of questions that folks would
have. But a lot of the time
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we could tell that if someone hadn't
downloaded that APP within a few days they
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were likely, for Repo or like
what, to come back and say that
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they bought another car down the street
and, you know, got a better
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deal. Like you really can tell
by what someone is engaging with how bought
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in they are to the whole the
whole thing, the whole concept, and
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so I like, as much as
I like the overt things that this behavioral
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approach is doing, this sort of
framework that it lays down, the implications
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of it are even more exciting when
we when we think about where, like
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we talked about before, we're all
of marketing, and sales for that matter,
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are going right, right, so
now. So, now that that's
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successfully picked your brain and seeing what
I could get out of it, it
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is time for you to tell us
about what you're putting in it. Josh.
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I need you to tell us about
a learning resource that you have engaged
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with here recently that is either informing
your approach or it's just got you excited.
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These days, I am incredibly excited
about product led marketing. The concept
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that creating something that is going to
be sold can actually also be used to
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fuel your growth is incredible because as
marketers, we, you know a lot
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of times we think that we have
to create content, create material, and
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we do, but then the content
that's around how something works is different.
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Right, we consider that a different
tier. Like so that your front end
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content, maybe you know ten marketing
strategies that you can implement in your business
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today and get results, and then
the next year is you know, how
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can you use our product to do
those things, and that we consider that
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next level. But now, I
mean my tutorial videos on gist are marketing
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because people are able to see it
in and the concept of product led marketing
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is incredibly exciting, not because I'm
lazy and it takes a step out of
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the process, but because it generates
ex m about what's next in your company.
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Like I we have. We allowed
the users to we get a ton
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of feedback at ideas. Get justcom
as far as what features just should do
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next, and a lot of our, you know, Road Map comes from
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those ideas. And once those ideas
come out, you know if an idea
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had two or three hundred up votes, well, that's two or three hundred
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people who are now going to advocate
for you because just listen and now that
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that thing is is live and a
product. Blood Marketing is. It's a
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new concept, but it is fascinating
to me. Now I agree, and
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what I also love that you just
dropped on us as this idea of creating
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a community. Had A conversation on
this show not too long ago about the
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really broken process of getting ideas from
customers about what they need from the product
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to the actual team that can do
anything about it and how typically that's,
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you know, that that customer talking
to their account manager maybe and then,
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depending on the very manual process of
that account manager what bringing that up in
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a meeting or, you know,
a sales salesperson talking to a prospect and
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saying, well, if you guys
had this other person as as and again
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depending on that very manual process to
make that happens, so that you guys
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have cut out the middleman, sort
of channel where folks can just come directly
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to you and talk about it.
That's what community is and I think that's
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why you guys are winning with that. So super glad that you came to
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talk to me about this today and
that the listeners got to, you know,
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get a little piece of how passionate
you are about what you do and
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how important it is that we continue
as marketers. This to shift from you
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know what we think fires need,
to whether they're actually telling us they need
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as far as how they engage with
us. So I know that, just
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like me, everybody listening has become
a fast fan of yours and I'm going
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to want to know how to connect
with you. You got to tell us
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how can both keep up with you, Josh. Well, I'm a marketer,
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so I live in the inbox.
So the best way to get in
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touch with me is Josh at get
Justscom. So it's pretty simple to remember.
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Josh get just so. Yeah,
perfect, y'all. F love this
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man's inbox. Um, I have
a bunch of other questions I'd love to
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ask you, so I guess you
know. That settles it. Will have
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to have you another time. Sounds
it sounds great to me. Thanks so
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much, Jass. You have a
good one. Thank you too. We
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totally get it. We publish a
ton of content on this podcast and it
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can be a lot to keep up
with. That's why we've started the BTB
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00:16:48.529 --> 00:16:53.370
growth big three, a no fluff
email that boils down our three biggest takeaways
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00:16:53.409 --> 00:17:00.009
from an entire week of episodes.
Sign up today at Sweet Phish mediacom big
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00:17:00.129 --> 00:17:03.000
three, that sweet fish Mediacom Big
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