Dec. 30, 2021

Automation Ideas to Create Magical Moments for Prospects with Dan McGaw

In this episode, Dan Sanchez talks with Dan McGaw about overlooked marketing automation techniques that B2B companies can use to create magical experiences for their customers and future customers.

Transcript
WEBVTT 1 00:00:00.240 --> 00:00:04.330 accelerating value by proof analytics is the podcast for marketing, 2 00:00:04.340 --> 00:00:08.210 communications sales and operations leaders who want to see their business 3 00:00:08.210 --> 00:00:12.730 value clearly and succeed. Learn how leaders are closing the gap between 4 00:00:12.730 --> 00:00:16.790 creative work and business impact through raw conversations. Don't 5 00:00:16.790 --> 00:00:22.350 believe me. Check out the show for yourself from the CFO perspective it's 6 00:00:22.640 --> 00:00:29.790 value is what type of revenue generation earnings cash flow that is 7 00:00:29.790 --> 00:00:33.590 only adding to the growth of the, of the enterprise. You know, another 8 00:00:33.590 --> 00:00:37.230 dimension would be how our margins performing are we, you know, we're 9 00:00:37.230 --> 00:00:42.330 getting the right value by seeing margin expansion by creating products 10 00:00:42.330 --> 00:00:47.120 services that are generating, you know, that incremental value to the 11 00:00:47.120 --> 00:00:53.060 organization. And I think from my lens, you know that it's monetary in many 12 00:00:53.060 --> 00:00:57.690 dimensions, right? It's not, you know, thinking about, okay what say from an 13 00:00:57.690 --> 00:01:01.400 employee perspective, other perspectives. But as a leader, as the 14 00:01:01.400 --> 00:01:07.930 finance leader, as you're looking to grow the revenue earnings and cash flow 15 00:01:07.930 --> 00:01:13.600 of an organization, it will only create more opportunities for your employees, 16 00:01:13.610 --> 00:01:18.140 for your suppliers, for your customers based on those services that you're 17 00:01:18.150 --> 00:01:23.750 creating. So to me that's how I view to be value for more. Subscribe to the 18 00:01:23.750 --> 00:01:27.260 show wherever you listen to podcasts. 19 00:01:32.540 --> 00:01:36.090 Welcome back to be to be growth. My name is Benji block here with sweet 20 00:01:36.090 --> 00:01:42.630 fish media and over the past several episodes we have thrown it back to some 21 00:01:42.630 --> 00:01:48.930 classics. We have 2000 plus episodes in our catalog. Always free to go back and 22 00:01:48.930 --> 00:01:52.530 listen to whenever you want But thought it would be fun to pull some of those 23 00:01:52.530 --> 00:01:56.950 for you and the last one that we're gonna pull for 2021 is a conversation 24 00:01:56.950 --> 00:02:02.220 that Dan Sanchez had with Dan McCall. This is a Conversation where they talk 25 00:02:02.220 --> 00:02:07.210 about marketing automation techniques that B2B companies can use to create 26 00:02:07.210 --> 00:02:13.510 some magical experiences for customers and potential future customers. So this 27 00:02:13.510 --> 00:02:17.500 is a nerdy one that's kind of why I liked it. They get into the weeds and 28 00:02:17.510 --> 00:02:23.020 uh they give away some automation tools and ideas that I think are really fun 29 00:02:23.020 --> 00:02:27.690 to listen to and could be helpful for you going into the new year. Hey hope 30 00:02:27.690 --> 00:02:32.430 you have a great New year's and have a fun time celebrating with friends and 31 00:02:32.430 --> 00:02:40.930 family. Let's jump in to this throwback episode of B two B growth. Welcome back 32 00:02:40.930 --> 00:02:44.350 to B. D. B. Growth. I'm dan Sanchez with sweet fish media and today I'm 33 00:02:44.350 --> 00:02:49.220 joined by dan mega, who is the founder of Mccall dot IO and to kick it off 34 00:02:49.220 --> 00:02:52.820 today dan, I like to come up with just interesting questions for our guests 35 00:02:52.830 --> 00:02:55.880 that they haven't been able to prepare for. And so today I want to ask you 36 00:02:55.880 --> 00:02:59.980 like what is a fun new marketing tool that you've discovered recently and 37 00:02:59.980 --> 00:03:04.200 it's kind of like a fascination to you right now. Oh, that's a fantastic one 38 00:03:04.200 --> 00:03:07.280 because I discovered tools like all the time. I think there are two tools that 39 00:03:07.280 --> 00:03:10.840 were probably playing with the most right now is either convert flow dot 40 00:03:10.840 --> 00:03:13.960 com or write message because we're really trying to make sure that we can 41 00:03:13.960 --> 00:03:16.850 tailor that customers experience through progressive profiling, Those 42 00:03:16.850 --> 00:03:20.490 are probably the two biggest today. Nice. I kind of figured you were a tech 43 00:03:20.490 --> 00:03:24.680 guy tool guy. And the reason why I figured that is because dan is a 44 00:03:24.680 --> 00:03:28.480 technical wizard. His company is focused on marketing automation and 45 00:03:28.480 --> 00:03:32.610 helping b two B companies with their automation and making it better. In 46 00:03:32.610 --> 00:03:36.280 fact, he says it's not enough just to use marketing automation because it's 47 00:03:36.280 --> 00:03:39.920 there, but you want to make sure you use it to make magical experiences and 48 00:03:39.920 --> 00:03:43.280 that's what we're going to dive into in this episode. And I have to give you 49 00:03:43.280 --> 00:03:47.790 some for warning that if this is gonna get pretty technical, I'm a technical 50 00:03:47.790 --> 00:03:51.580 marketer myself and I'm probably gonna ask some technical questions. So if you 51 00:03:51.580 --> 00:03:54.240 can't hang in, just you know, listen to it on double time, that's probably 52 00:03:54.240 --> 00:03:58.200 gonna be some amazing nuggets and ideas and small case studies. But we'll 53 00:03:58.200 --> 00:04:01.430 probably be digging into some stuff, I'll probably be asking some technical 54 00:04:01.430 --> 00:04:05.180 thing. So just giving you that warning ahead of time that this is going to be 55 00:04:05.190 --> 00:04:08.760 a very geeky episode. But the first thing I wanted to dive into is he was 56 00:04:08.760 --> 00:04:12.850 talking about in the pre interview what he's doing with text messages and I 57 00:04:12.850 --> 00:04:17.560 love marketing automation in SmS because let's be honest, a lot of 58 00:04:17.560 --> 00:04:21.420 people ignore email but very few people ignore SmS when they're getting a text 59 00:04:21.420 --> 00:04:25.660 message there, checking it generally within 15 minutes. And while they're 60 00:04:25.660 --> 00:04:29.520 very simple, you can still load links in there, which in multimedia, like you 61 00:04:29.520 --> 00:04:33.230 could still do quite a bit with text messaging. So I don't see a lot of 62 00:04:33.230 --> 00:04:36.800 people doing nearly enough of it coming from a B to Seaworld myself. We were 63 00:04:36.800 --> 00:04:41.210 heavy in this and I'm curious to see what dan and his team is doing in that 64 00:04:41.220 --> 00:04:45.340 realm, dan tell us what you're doing there. Yeah, great question. So, I mean 65 00:04:45.340 --> 00:04:48.680 text messages a lot of fun. I think what we try to focus on the most is 66 00:04:48.680 --> 00:04:52.410 like one of the, and I'll start with an easy problem that we really faced is I 67 00:04:52.410 --> 00:04:55.170 do a lot of speaking in public before covid happened. I went to a lot of 68 00:04:55.170 --> 00:04:58.010 conferences and a big problem you have when you're out in public is you need 69 00:04:58.010 --> 00:05:00.580 to be able to capture leads and when you're at a conference and you speak in 70 00:05:00.580 --> 00:05:03.650 front of 1000 people, you're not getting any leads from that right? The 71 00:05:03.650 --> 00:05:07.250 conference has all that unless you buy the leads list. So the initial problem 72 00:05:07.250 --> 00:05:10.480 that we started out with is I need the ability for somebody to be able to text 73 00:05:10.480 --> 00:05:14.460 me something that would be fun. So they could get something free and return. So 74 00:05:14.460 --> 00:05:17.490 something that they're gonna get. So hey, get my slides because everybody's 75 00:05:17.490 --> 00:05:20.830 like, hey go to my slides a bit lee this and like whatever, nobody goes to 76 00:05:20.830 --> 00:05:23.920 the bitter like, so we decided to come up with something easy, which is like, 77 00:05:23.920 --> 00:05:30.600 hey listen, if you text Martek to this number 4159159011, I'll send you a free 78 00:05:30.600 --> 00:05:34.290 copy of my book and my text but we'll take care of all the work and people 79 00:05:34.290 --> 00:05:37.820 are always like what I get a free copy of your book if I text this number and 80 00:05:37.820 --> 00:05:40.780 what people didn't realize is when they text that it actually connects with our 81 00:05:40.780 --> 00:05:44.670 marketing automation to autopilot. So autopilots connected in with Twilio 82 00:05:44.680 --> 00:05:48.470 when it sees the word Martek, it creates a new lead record in our system. 83 00:05:48.480 --> 00:05:51.710 So it saves their phone number for us and then the first thing it text back 84 00:05:51.710 --> 00:05:54.740 to them is hey thanks so much for asking for a free copy of dance book, 85 00:05:54.750 --> 00:05:57.800 what's your email address? Just in case if we need a way to follow up with you 86 00:05:57.800 --> 00:06:00.960 and where are we going to send the tracking information for that book and 87 00:06:00.960 --> 00:06:04.480 people would respond back with dan Imagawa Dario, whatever their email 88 00:06:04.480 --> 00:06:08.130 addresses and because we're using autopilot that gets saved as part of 89 00:06:08.130 --> 00:06:12.160 their lead record. The cool thing is is that autopilot bought would look for 90 00:06:12.160 --> 00:06:15.090 that, save that in the field and then send them another question. So as an 91 00:06:15.090 --> 00:06:18.430 example, what's your first name, what's your last name, what's your address? 92 00:06:18.430 --> 00:06:21.020 What's your city and all that stuff. And it would go through this full 93 00:06:21.020 --> 00:06:23.990 conversation and they would send us all of their information and then it would 94 00:06:23.990 --> 00:06:27.190 end up with, hey we've got all of your information, click on this link and 95 00:06:27.190 --> 00:06:30.700 confirm it for us. So of course they would click on that link. They then go 96 00:06:30.700 --> 00:06:33.860 to our website, our website then automatically identifies them because 97 00:06:33.860 --> 00:06:37.640 we have their email, it pre fills out the entire form because of all the 98 00:06:37.640 --> 00:06:41.210 information they gave us and all I have to do is click submit and the book is 99 00:06:41.220 --> 00:06:44.520 automatically shipped to them from our website. But lo and behold we just 100 00:06:44.520 --> 00:06:48.650 captured their address, their name, their email, all of that stuff and 101 00:06:48.650 --> 00:06:52.130 personalize that experience to them naturally they get the book, they're 102 00:06:52.130 --> 00:06:55.900 super impressed. They feel magical. They have a boat, they're all pumped up. 103 00:06:55.910 --> 00:06:59.480 But the interesting thing for us is that we follow up that with as well as 104 00:06:59.480 --> 00:07:03.120 additional communication with them through that tech spot. Again, we also 105 00:07:03.120 --> 00:07:06.390 follow up with them via email. So we now we're gonna start to approach them 106 00:07:06.390 --> 00:07:09.540 through various channels. But what's even more importantly is we identified 107 00:07:09.540 --> 00:07:12.830 them on our website. So we're able to cookie them on their mobile device. So 108 00:07:12.830 --> 00:07:16.170 now anywhere they go, they see my ad and they see my face all over the 109 00:07:16.170 --> 00:07:20.020 internet basically to buy our services and we're constantly trying to close 110 00:07:20.020 --> 00:07:23.980 that loop in other places, but that's an easy first stab at some of the easy 111 00:07:23.980 --> 00:07:27.910 stuff that we've done on SmS, which is just a lot of fun. It's nice. I like 112 00:07:27.910 --> 00:07:31.860 the fact that you can go from speaking on stage to getting them through this 113 00:07:31.870 --> 00:07:34.830 essentially mini funnel, because they still have to go through a little baby 114 00:07:34.830 --> 00:07:38.570 steps through the bot, right? I'm sure you have follow up systems if they give 115 00:07:38.570 --> 00:07:42.060 you their email, but then they don't give you the address, then probably an 116 00:07:42.060 --> 00:07:45.700 email kicks in to ask for the address, right? Um to help them finish it up if 117 00:07:45.700 --> 00:07:48.590 they don't because there's probably a drop off right each step. But then it's 118 00:07:48.590 --> 00:07:51.370 kind of like they get, once they finish it, like, man, they probably go through 119 00:07:51.370 --> 00:07:54.590 the gauntlet because now you have their phone number, you have their address, 120 00:07:54.590 --> 00:07:57.210 you know, where they came from, you have their name and you can hit them on 121 00:07:57.210 --> 00:08:01.300 all the channels, hopefully adding value along the way, but they're not 122 00:08:01.300 --> 00:08:05.000 gonna forget you. That's for sure. You're gonna be following them around 123 00:08:05.000 --> 00:08:08.140 for some time, which is pretty nice, especially if you're following with 124 00:08:08.150 --> 00:08:11.280 good value afterwards. What are some other creative things you've seen in 125 00:08:11.280 --> 00:08:14.920 text? Yeah, yeah, really, really good question in regard to that. So we do a 126 00:08:14.920 --> 00:08:17.890 lot of types of reminders of people text 11, you have to be able to get 127 00:08:17.890 --> 00:08:21.070 their their text message right, and just heard some other easy sign up 128 00:08:21.070 --> 00:08:24.330 stuff like we've recommended a lot of people use text message for their 129 00:08:24.330 --> 00:08:28.140 loyalty programs. Right? So instead of being like, hey, sign up too stupid 130 00:08:28.140 --> 00:08:31.300 long form that I want you to fill out on paper, my brick and mortar location 131 00:08:31.310 --> 00:08:34.400 and I'll give you this plastic card, just say, hey, sign up for a loyalty 132 00:08:34.400 --> 00:08:37.940 program. Text loyal to this number and they're automatically added. So we've 133 00:08:37.940 --> 00:08:40.929 seen a lot of companies basically do that. And then after they actually get 134 00:08:40.929 --> 00:08:44.030 people into that loyalty program, they're trying to connect the dots, of 135 00:08:44.030 --> 00:08:48.200 course using their pos, what they start to do is then of course actually send 136 00:08:48.200 --> 00:08:51.030 those people, their promotions, whatever they may like basically 137 00:08:51.030 --> 00:08:54.510 through that system. So of course if you're a snow cone or an ice cream 138 00:08:54.510 --> 00:08:57.580 company, right, you're naturally going to be able to send people free promo? S 139 00:08:57.580 --> 00:09:00.380 get them back into the store. Hey come in with this text and we'll be able to 140 00:09:00.380 --> 00:09:03.500 give you these items. Those are some of the easy ways to be able to kick those 141 00:09:03.500 --> 00:09:07.000 journeys off. But the big things that we try to focus on with text because I 142 00:09:07.000 --> 00:09:11.100 think the problem with texas that you have to remember, it's annoying as hell, 143 00:09:11.110 --> 00:09:15.230 right? It's not like email where I can ignore it. If I get a text message, I'm 144 00:09:15.230 --> 00:09:18.850 immediately looking at my phone. So if it's spammy, it's not going to be 145 00:09:18.850 --> 00:09:21.840 something I pay attention to. So we highly recommend for people to do it 146 00:09:21.840 --> 00:09:25.960 mainly based upon somebody requesting a text reminder. Somebody asking to be 147 00:09:25.960 --> 00:09:29.800 reminded about something or some sort of behavior trigger. Right? So when you 148 00:09:29.810 --> 00:09:33.160 get my book gets delivered to you as an example, you'll receive a text message 149 00:09:33.160 --> 00:09:36.160 saying, hey, just so you know, we were made aware that the book arrived, check 150 00:09:36.160 --> 00:09:39.300 your door, let us know if it's not their reply, yes, if it's not there. 151 00:09:39.310 --> 00:09:42.560 But as a second area of that, you're gonna get a text message from us also 152 00:09:42.560 --> 00:09:45.830 five days later, that's gonna say, hey, listen, we just wanted to see if you 153 00:09:45.830 --> 00:09:49.370 had a chance to start reading the book, respond back with five if it's going to 154 00:09:49.370 --> 00:09:51.860 take you five days to read it and things like that. We're trying to 155 00:09:51.860 --> 00:09:54.650 constantly be able to capture information, but we're also trying to 156 00:09:54.650 --> 00:09:58.310 make it so that they can also tell us to go away. But we're not trying to 157 00:09:58.310 --> 00:10:03.010 send them constant promotions because spam in your inbox is even worse when 158 00:10:03.010 --> 00:10:06.240 it's in your sms and all they have to do is respond stop and you're blocked 159 00:10:06.240 --> 00:10:10.130 forever. So it's, it's really, really hard. Yeah. So it's interesting. I've 160 00:10:10.130 --> 00:10:13.560 always wondered like it's it's not hard to continue a text message campaign if 161 00:10:13.560 --> 00:10:16.390 they've started with text because you set the expectations from the beginning, 162 00:10:16.390 --> 00:10:19.310 they've given you permission to get in their inbox. Have you ever found an 163 00:10:19.310 --> 00:10:23.910 excuse that's like not cringe e but like a good way to start initiating 164 00:10:23.910 --> 00:10:27.350 text message conversations because you have their mobile number. How do you 165 00:10:27.360 --> 00:10:30.610 get them from being an email subscriber or someone who's just visiting your 166 00:10:30.610 --> 00:10:33.960 website or they're interacting with you in a different way to text message if 167 00:10:33.960 --> 00:10:38.450 not first initiated there. Yeah, I mean the common thing that everybody does is 168 00:10:38.450 --> 00:10:41.590 they just start just start texting them. Right? So, but the way that we try to 169 00:10:41.590 --> 00:10:44.840 look at that is we try to associate it with something that they're gonna want 170 00:10:44.840 --> 00:10:48.060 to be reminded about something which is going to create value. Just telling me 171 00:10:48.060 --> 00:10:51.860 I get 20% off via text messages. That's not where our relationship is started. 172 00:10:51.940 --> 00:10:55.030 That's chances are I'm just gonna hit stop, right? Because I'm not that 173 00:10:55.040 --> 00:10:58.240 interested in their 20% discount. So you really do want to make sure that 174 00:10:58.240 --> 00:11:00.540 it's focused much more on something. That's timely. Something that's an 175 00:11:00.540 --> 00:11:03.970 important reminder in our company and I'm gonna try to use our company cause 176 00:11:03.970 --> 00:11:06.580 I can't tell you all the things I talk about with our clients, but it's gonna 177 00:11:06.580 --> 00:11:10.200 be, hey, you signed up for this webinar. The webinar starts in an hour, here's a 178 00:11:10.200 --> 00:11:13.430 link. So that way, if you can't make it to your desk, click on the link and you 179 00:11:13.430 --> 00:11:16.490 can see it from your phone. So we're just trying to use them as helpers. And 180 00:11:16.490 --> 00:11:19.430 I think that's where I see a lot of companies kind of go wrong is they try 181 00:11:19.430 --> 00:11:24.060 to use it as a hardcore marketing channel. Yeah, it's definitely more 182 00:11:24.060 --> 00:11:28.030 utilitarian. It's a utility tool. If you're looking at it that way and how 183 00:11:28.030 --> 00:11:32.610 that marketing automation can work, it can be an assist to the marketing. Do 184 00:11:32.610 --> 00:11:35.220 you ever use it for content though? That's something I've wondered, I've 185 00:11:35.220 --> 00:11:38.460 seen Gary V experiment with it and creating communities and stuff like 186 00:11:38.460 --> 00:11:42.780 where else have you seen content as played in text messages? There's 187 00:11:42.780 --> 00:11:45.910 definitely a content service out there and I can't hear what it's called. Gary 188 00:11:45.910 --> 00:11:49.250 V I think is one of the people that super something around community. It's 189 00:11:49.250 --> 00:11:52.430 like community dot Co, I can't remember what it is, but basically like people, 190 00:11:52.430 --> 00:11:55.190 you text it and then you get part of their community. So whenever they put 191 00:11:55.190 --> 00:11:59.020 out content and text you and makes you aware like, hey, join this thing. I'm 192 00:11:59.020 --> 00:12:01.850 not a big fan of those just because that's not how I use text messages, but 193 00:12:01.850 --> 00:12:05.540 I do know that like when you have a fans only account, maybe you will send 194 00:12:05.540 --> 00:12:09.000 text messages to get people to be aware that you have new content, especially 195 00:12:09.000 --> 00:12:12.980 when push notifications are turned off. So there is definitely that opportunity 196 00:12:12.990 --> 00:12:16.580 once again for most of the use cases that we see that are really being 197 00:12:16.580 --> 00:12:20.620 helpful. It's about somebody wanting something from you on that channel, 198 00:12:20.620 --> 00:12:23.690 right? So they really have to have a need for you to send them a text 199 00:12:23.690 --> 00:12:27.530 message and they should be the one who basically designs that. Right? So 200 00:12:27.530 --> 00:12:30.700 that's gonna be like, once again, somebody needs something, it should be 201 00:12:30.700 --> 00:12:34.660 a value add to make the experience better. So that way they can be alerted 202 00:12:34.660 --> 00:12:37.970 or notified because that's, that's the thing we have to remember. Text is not 203 00:12:37.970 --> 00:12:41.070 a marketing channel, it's a communication channel. It's really, 204 00:12:41.070 --> 00:12:44.350 really done differently than email because an email, you have an inbox 205 00:12:44.350 --> 00:12:47.690 that you don't check with text, you always check it. So it's a much 206 00:12:47.690 --> 00:12:51.920 different medium. So it's really got to be about like important and timely 207 00:12:51.920 --> 00:12:56.660 messages that need to be looked at now as a podcaster and marketer. I've 208 00:12:56.660 --> 00:12:59.790 certainly been thinking about how to use texting with podcast because 209 00:12:59.790 --> 00:13:03.170 obviously they're usually listening on their phone, their phones on them and 210 00:13:03.170 --> 00:13:05.650 they're on the go, which means they're not going to be going to a website 211 00:13:05.940 --> 00:13:10.060 necessarily unless it's really good right now. But it just seems like a 212 00:13:10.060 --> 00:13:13.780 good opportunity to get leads or to walk them through a different part of 213 00:13:13.780 --> 00:13:17.940 the journey or at least to get even invite conversation to invite questions 214 00:13:17.950 --> 00:13:22.830 on a podcast episode. It's not live, but I don't know, something interesting. 215 00:13:22.830 --> 00:13:25.970 There probably something we'll be experimenting with it on this show in 216 00:13:25.970 --> 00:13:29.760 the future, but we'll see, can I give you an idea. Sure. So there's two 217 00:13:29.760 --> 00:13:32.470 things that I would look at in a podcast. Right? So because naturally I 218 00:13:32.470 --> 00:13:35.910 do lots of these, I do 4 to 8 podcast a month. Right? So I see a lot of these 219 00:13:35.920 --> 00:13:39.250 amazing shows. There's two things that we would automatically look at just 220 00:13:39.250 --> 00:13:42.660 like that conference situation, right? I don't have any access to the people 221 00:13:42.660 --> 00:13:45.120 that are listening to this. They are completely on their phone and we have 222 00:13:45.120 --> 00:13:51.290 no connection to them. So, like I said earlier, go to 4159159011 and text that 223 00:13:51.290 --> 00:13:55.020 number Martek and go through that. But we'll look now. I just got all the 224 00:13:55.020 --> 00:13:57.400 leads from the people that are in your audience, right? Because they they want 225 00:13:57.400 --> 00:14:01.490 a free copy of my book. So that's the natural obvious one to go for now. In 226 00:14:01.490 --> 00:14:04.900 your case, an interesting thing that I would highly recommend if I was doing a 227 00:14:04.900 --> 00:14:07.850 podcast which hopefully we're going to work with your company one day to do a 228 00:14:07.850 --> 00:14:12.890 podcast. I joked about that earlier, I would roll out polls because since 229 00:14:12.890 --> 00:14:16.060 everybody's listening to this at a different time, you have no way to have 230 00:14:16.060 --> 00:14:18.970 a web interface and say, hey, why don't you click on this thing Now, if you 231 00:14:18.970 --> 00:14:22.870 said, hey, listen, what I want you to do is we want to find out who on this 232 00:14:22.870 --> 00:14:30.980 podcast is things SmS is the next thing I want you to text Yes, 24159159011. If 233 00:14:30.980 --> 00:14:34.370 you are interested in rolling out podcast and text. No, if you're not. 234 00:14:34.380 --> 00:14:37.910 And then when that podcast response or achieving that text message comes in or 235 00:14:37.910 --> 00:14:40.720 you can use 10 different variables. Whatever you want to have is the 236 00:14:40.730 --> 00:14:43.950 promotion. Just respond back with whatever the results were of everybody 237 00:14:43.950 --> 00:14:46.980 that's listening to the podcast and you've just created as a podcast owner 238 00:14:46.990 --> 00:14:50.020 away to capture their information, their lead information. But you've also 239 00:14:50.020 --> 00:14:53.820 made something that's engaging which provides the listener value, which is I 240 00:14:53.820 --> 00:14:57.480 can give this response and see what all the other dodo birds that responded to 241 00:14:57.480 --> 00:15:01.110 this as well did as well. Which is that value of knowing the survey response. 242 00:15:01.110 --> 00:15:04.090 So lots of different ways to do it in that. And that's where going back to 243 00:15:04.090 --> 00:15:08.630 the point of sMS, stop using it as a damn spam channel, right? Like use it 244 00:15:08.630 --> 00:15:11.800 for something that's engaging. We have the technology and it's not even hard. 245 00:15:11.810 --> 00:15:15.680 That's good. What tool is your favorite texting tool? Um, I know you said 246 00:15:15.680 --> 00:15:19.300 Twilio and autopilot though. I find that it's been a while since I've been 247 00:15:19.300 --> 00:15:23.520 on that combination probably over a year. I found it pretty limited as far 248 00:15:23.520 --> 00:15:27.870 as what it could actually do unless you were like a Twilio developer of some 249 00:15:27.870 --> 00:15:32.020 kind. Are you customizing the heck out of Twilio or is autopilot actually 250 00:15:32.020 --> 00:15:35.620 added more stuff to be able to do that on. Yeah. So it's, I mean don't get me 251 00:15:35.620 --> 00:15:38.520 wrong, the connection between Twilio and autopilot can be a little confusing. 252 00:15:38.520 --> 00:15:41.890 Right? So definitely like hire a $50 up work developer and they'll be able to 253 00:15:41.890 --> 00:15:44.510 make sure that you get going if you can't figure it out on your own. But 254 00:15:44.510 --> 00:15:48.280 the actual application that you use inside of autopilot is actually pretty 255 00:15:48.280 --> 00:15:52.340 robust. So hey, you can receive a text message when it has this variable save 256 00:15:52.340 --> 00:15:55.510 this here. It doesn't do any like parsing or anything like that. So there 257 00:15:55.510 --> 00:15:59.400 are some like kind of things you have to work around. I think text it was the 258 00:15:59.400 --> 00:16:03.250 other one that we had seen a lot of companies use and then um, when you're 259 00:16:03.250 --> 00:16:05.930 like a big enterprise company right? Of course you can build whatever you want, 260 00:16:05.940 --> 00:16:09.230 we see for a lot of e commerce companies them using a company called 261 00:16:09.230 --> 00:16:13.270 blue shift, their customer data platform. But that's more about sending 262 00:16:13.270 --> 00:16:16.670 compared to receiving. And that's the big difference is not all the services 263 00:16:16.670 --> 00:16:21.160 allow you to receive, They allow you just send, yeah, actually prefer long 264 00:16:21.160 --> 00:16:24.670 codes versus short code so that you can kind of fly under the radar a little 265 00:16:24.670 --> 00:16:27.770 bit better and people don't know short code sometimes I don't know if you've 266 00:16:27.770 --> 00:16:30.240 run into this, but people like they're like, wait, what, where's the rest of 267 00:16:30.240 --> 00:16:33.480 the numbers, especially if it's like baby boomers or something. They're just 268 00:16:33.480 --> 00:16:36.800 like we're missing numbers. I'm like, so I like giving the long code. It 269 00:16:36.800 --> 00:16:40.270 actually seems more like a real number, especially if I call from that number, 270 00:16:40.440 --> 00:16:43.660 which I don't think you can call from short codes. Right? But a lot of times 271 00:16:43.660 --> 00:16:46.590 I might follow up with an actual phone call from the same number and we're 272 00:16:46.590 --> 00:16:50.900 already in a texting conversation. They recognize it, take the call versus not 273 00:16:50.910 --> 00:16:54.470 right. There's a cool technology that I forgot about, especially for 274 00:16:54.470 --> 00:16:59.080 salespeople. It's called sales message. So sales msG dot com, Not to be 275 00:16:59.080 --> 00:17:03.050 confused with the msg from bourbon chicken, but sales msg dot com, they're 276 00:17:03.050 --> 00:17:06.690 integrated in with hubspot. There's this pretty cool, my buddy chris bryson 277 00:17:06.690 --> 00:17:10.099 owns that company because it allows you to have two way conversation from your 278 00:17:10.099 --> 00:17:14.280 cell phone and things like that through hubspot but mainly used for sales. That 279 00:17:14.280 --> 00:17:17.020 was another really cool texting technology, which I see a lot of 280 00:17:17.020 --> 00:17:22.359 companies using now awesome. Hey everybody Logan with sweet fish here. 281 00:17:22.369 --> 00:17:26.280 If you're a regular listener of GDP growth, you know that I'm one of the co 282 00:17:26.280 --> 00:17:30.230 hosts of the show but you may not know that. I also head up the sales team 283 00:17:30.230 --> 00:17:34.790 here at sweet fish. So for those of you in sales or sales ops I wanted to take 284 00:17:34.790 --> 00:17:39.000 a second to share something that's made us insanely more efficient lately. Our 285 00:17:39.000 --> 00:17:43.100 team has been using lead I. Q. For the past few months. And what used to take 286 00:17:43.100 --> 00:17:48.830 us four hours gathering contact data now takes us only one where 75% more 287 00:17:48.830 --> 00:17:52.550 efficient. We're able to move faster with outbound prospecting and 288 00:17:52.560 --> 00:17:57.250 organizing our campaigns is so much easier than before. I'd highly suggest 289 00:17:57.250 --> 00:18:01.460 you guys check out lead I. Q. As well. You can check them out at lead I. Q. 290 00:18:01.470 --> 00:18:12.340 Dot com. That's L E A D I. Q dot com. Alright, let's get back to the show. So 291 00:18:12.340 --> 00:18:15.640 moving on from text. I wanted to learn more about you said direct mail and I 292 00:18:15.640 --> 00:18:20.300 just got excited because honestly even as a digital marketer, I know that like 293 00:18:20.310 --> 00:18:24.700 if you can hit direct mail well like as not in sending mail to people who have 294 00:18:24.700 --> 00:18:28.550 no idea who you are but you're using it as part of your funnel, it's magic 295 00:18:28.550 --> 00:18:31.990 because people don't expect it anymore. You send a letter and you're a tech 296 00:18:31.990 --> 00:18:35.220 company. It just blows their minds sometimes even if it's boring, they 297 00:18:35.220 --> 00:18:39.360 still notice it. Right? So what are you doing with direct mail and automation? 298 00:18:39.540 --> 00:18:42.420 Yeah. Really really good question. And once again like you don't have to do 299 00:18:42.420 --> 00:18:45.270 this with autopilot. There's multiple other technologies that do this. 300 00:18:45.540 --> 00:18:50.690 There's a company called lob dot com. So L O B dot com that makes direct mail 301 00:18:50.690 --> 00:18:54.180 really really easy and basically you can use their product if you import 302 00:18:54.180 --> 00:18:57.650 your emails and home addresses to it, you can basically send whatever you 303 00:18:57.650 --> 00:19:01.230 want. You can do batch and blast and stuff like that. So what we've tried to 304 00:19:01.230 --> 00:19:04.540 do is make sure that we actually add to the customer journey by using direct 305 00:19:04.540 --> 00:19:07.770 mail. So as an example when somebody orders my book, we manage that through 306 00:19:07.770 --> 00:19:11.430 a direct mail integration in with Windows so and lob and as well as some 307 00:19:11.430 --> 00:19:15.150 other services. So when somebody does that text message experience with us, 308 00:19:15.160 --> 00:19:19.550 we get their email address, we also get their direct mail address. So naturally 309 00:19:19.550 --> 00:19:21.830 they're going to get a copy of that book and they're going to receive a 310 00:19:21.830 --> 00:19:25.030 digital experience with us. That's going to happen online through email 311 00:19:25.040 --> 00:19:28.170 also through retargeting and things like that. They're going to get a copy 312 00:19:28.170 --> 00:19:31.370 of my book and then if they don't do certain actions or if they do do 313 00:19:31.370 --> 00:19:35.050 certain actions, we're going to then send them postcards. Those postcards 314 00:19:35.050 --> 00:19:38.050 are going to be tailored to them and one of the common ones that we use is 315 00:19:38.050 --> 00:19:42.660 we learn the technology that your site uses. So just to use my business as an 316 00:19:42.660 --> 00:19:45.570 example because it's really easy. We specifically sell the companies that 317 00:19:45.570 --> 00:19:48.580 are trying to improve their marketing technology, marketing automation or 318 00:19:48.580 --> 00:19:52.000 analytics. But we like certain technologies. So if you're using 319 00:19:52.000 --> 00:19:56.000 segment autopilot or amplitude on your website, we know that we have an 320 00:19:56.000 --> 00:19:59.270 integration with built with that directly integration with our site, 321 00:19:59.340 --> 00:20:02.810 integrate them with our sales force and our autopilot. And what happens is when 322 00:20:02.810 --> 00:20:05.780 you give us your email and has a domain, it pings that service and tells us the 323 00:20:05.780 --> 00:20:09.930 technology you have, if it sees one of those technologies segment equals true, 324 00:20:09.940 --> 00:20:13.250 it's then going to take that variable, send it over to autopilot. It's then 325 00:20:13.250 --> 00:20:17.400 gonna put in, hey joe, we noticed that you're using segment on your site. We 326 00:20:17.400 --> 00:20:21.940 recently sent you a copy of dance free book and we sent it to this address. We 327 00:20:21.940 --> 00:20:24.510 just wanted to make sure that you have a flyer about some of the information 328 00:20:24.510 --> 00:20:28.950 that we want to teach you about segment right? As an example they then get this 329 00:20:28.950 --> 00:20:32.190 direct mail and the first thing they go was like how did they know I use 330 00:20:32.190 --> 00:20:35.980 segment Right? How do they know I have these technologies? Is anybody like 331 00:20:35.990 --> 00:20:40.050 waving the creepy flag and calling you back or is it more as a good or bad? 332 00:20:40.140 --> 00:20:43.470 I'm sure there's some people that are freaked out by it but most people don't 333 00:20:43.470 --> 00:20:47.770 really think too much about it but we definitely have one of my talks is 334 00:20:47.770 --> 00:20:54.980 about creepy. So if you want to see the creepy flow text, creepy 24159159011 335 00:20:54.980 --> 00:20:58.510 you'll get something creepy in your email as long as you are not in the 336 00:20:58.510 --> 00:21:02.260 Martek flow but yes, sometimes people are like how do they know this stuff 337 00:21:02.340 --> 00:21:05.590 but that's actually where the magic comes from, right? And that's what 338 00:21:05.590 --> 00:21:08.960 people really, really look for is when they were getting they get something 339 00:21:08.960 --> 00:21:12.010 that they never expected could be possible. And that's where the magic 340 00:21:12.020 --> 00:21:15.400 really comes into play. And those postcards tell you the four reasons why 341 00:21:15.400 --> 00:21:18.770 you should use a segment or the four reasons why you should use amplitude. 342 00:21:18.840 --> 00:21:22.460 And it resonates with them because they naturally have that technology and it 343 00:21:22.460 --> 00:21:24.690 connects them directly with us because it wasn't something that they were 344 00:21:24.690 --> 00:21:28.270 expecting. So that's just one of the ways that you could use direct mail. 345 00:21:28.740 --> 00:21:32.460 You're doing anything beyond postcards. And postcards is kind of like, it's 346 00:21:32.460 --> 00:21:35.110 just showcasing what you do and how much information, you know, I mean, 347 00:21:35.110 --> 00:21:38.580 it's kind of nice for you guys because you can put that information to use and 348 00:21:38.590 --> 00:21:43.540 it's almost novel in itself, but I'd love to hear if it's possible to get 349 00:21:43.540 --> 00:21:46.550 like one case study of direct mail that you're using for a customer without 350 00:21:46.550 --> 00:21:50.340 trying the customer's name or whatever. That's not a marketing automation 351 00:21:50.340 --> 00:21:53.450 technology company, like how you're putting some of that information to use 352 00:21:53.450 --> 00:21:58.680 and direct mail. Yeah, So we work with a large insurance company. They do auto 353 00:21:58.680 --> 00:22:02.100 insurance, home insurance and things like that. So what we have is we have a 354 00:22:02.100 --> 00:22:04.700 direct mail service which is immediately attached their salesforce 355 00:22:04.700 --> 00:22:07.880 Marketing cloud, Salesforce Marketing Cloud basically when an attribute 356 00:22:07.880 --> 00:22:11.430 happens, we send a web hook over to the direct mail service. The direct mail 357 00:22:11.430 --> 00:22:15.960 service is basically sending out those letters. So those letters that are sent 358 00:22:15.960 --> 00:22:18.530 out to those people are basically because they hit a certain credit score 359 00:22:18.530 --> 00:22:21.830 because they have a life attribute. So we're basically pulling in data from 360 00:22:21.830 --> 00:22:25.230 all kinds of other third party services, whether that be experience or anything 361 00:22:25.230 --> 00:22:29.500 else like that. These are basically purchased lists as that data comes into 362 00:22:29.500 --> 00:22:33.360 us. These are former customers or people who are in a prospect list as 363 00:22:33.360 --> 00:22:36.120 that data is coming to us And we're starting to see that somebody is above 364 00:22:36.120 --> 00:22:40.320 700 credit score or somebody recently purchased house. What happens is market 365 00:22:40.320 --> 00:22:43.310 or excuse me, Salesforce Marketing cloud then sends an api call to say 366 00:22:43.310 --> 00:22:47.430 send this direct mail mailer, those are all gonna be enveloped mailers because 367 00:22:47.430 --> 00:22:51.020 they are things that we don't want the public to see. And inside that mailer 368 00:22:51.020 --> 00:22:54.210 may say congratulations on the new purchase of your home. We're here 369 00:22:54.210 --> 00:22:56.950 whenever you need to have home insurance or auto insurance, things 370 00:22:56.950 --> 00:23:00.890 like that because this insurance company is selling to hire more fluent 371 00:23:00.890 --> 00:23:03.950 buyers. They're not like trying to compete with Geico when somebody has a 372 00:23:03.950 --> 00:23:07.010 higher credit score, we're gonna send them auto insurance quotes, things like 373 00:23:07.010 --> 00:23:09.880 that. So there's a lot of different ways that you can leverage those 374 00:23:09.880 --> 00:23:12.830 technologies. But I will say when you're working with a large insurance 375 00:23:12.830 --> 00:23:16.990 company like this, it's nowhere near is easy because they're using like old 376 00:23:17.000 --> 00:23:21.220 archaic systems but definitely all still really, really possible. And the 377 00:23:21.220 --> 00:23:25.530 last thing that I would say that I would love to do is that we like taking 378 00:23:25.530 --> 00:23:29.690 data from all kinds of enrichment sources and using that. And there's a 379 00:23:29.700 --> 00:23:33.780 technology out there. It's called Small Body I think is what it is. It's a 380 00:23:33.780 --> 00:23:37.760 small business enrichment service so it knows all the attributes about small 381 00:23:37.760 --> 00:23:41.430 businesses, but it makes it really, really easy to get the fire signals of 382 00:23:41.430 --> 00:23:44.640 what's going on there and then the address and then you can send direct 383 00:23:44.640 --> 00:23:48.790 mail to those people and once again, you can do that using autopilot or any 384 00:23:48.790 --> 00:23:51.800 other technology that's integrated in with lob to automate that whole 385 00:23:51.800 --> 00:23:55.520 experience be interesting to see even using it as an A. B. M. Campaign if you 386 00:23:55.520 --> 00:24:00.300 had a list of ideal buyers but didn't know as much about them as you like. 387 00:24:00.310 --> 00:24:04.270 What kind of sources are usually tapping into to enhance the information 388 00:24:04.270 --> 00:24:08.490 around their, their company or the individual buyers within a Yeah. Just 389 00:24:08.490 --> 00:24:11.010 to make sure I understand. So you have one lead at a company but you want to 390 00:24:11.010 --> 00:24:13.830 expand out to the entire account and try to get other decision makers 391 00:24:13.830 --> 00:24:16.500 involved there too. Is that kind of the question right. Or just more 392 00:24:16.500 --> 00:24:20.180 information about the company? Like how big is the company? How many employees 393 00:24:20.190 --> 00:24:24.100 they have if they're public. Like what was the revenue? Like how big company 394 00:24:24.100 --> 00:24:28.190 isn't Exactly, it's right. You can scrape list from things like angel list, 395 00:24:28.200 --> 00:24:32.010 but you don't always have all the if you'd like. Right. Yeah. The most 396 00:24:32.010 --> 00:24:34.850 common one that people were using for a long time is a company called Clear Bit 397 00:24:34.850 --> 00:24:37.890 dot com. Uh They integrate in with Salesforce market, all that stuff. They 398 00:24:37.890 --> 00:24:41.520 have a great A. P. I. They have a CSB import thing and clear but would enable 399 00:24:41.520 --> 00:24:44.200 you with an email address to automatically be able to get anybody's 400 00:24:44.200 --> 00:24:47.170 information right? So you can get for demographic, demographic and techno 401 00:24:47.170 --> 00:24:50.550 graphic which is really valuable to us. I now know all the technologies that 402 00:24:50.550 --> 00:24:53.730 are on your website which is super super helpful even if you're not in a 403 00:24:53.730 --> 00:24:56.630 business like me knowing the technologies that are on another 404 00:24:56.630 --> 00:24:58.890 businesses site really helps you understand how much money they're 405 00:24:58.890 --> 00:25:02.800 willing to spend because if they have adobe analytics they spend a lot more 406 00:25:02.800 --> 00:25:06.130 money on on things compared to google analytics free. They're not willing to 407 00:25:06.130 --> 00:25:09.650 spend any money. So it definitely good signals for other other people. Clear. 408 00:25:09.650 --> 00:25:13.010 But a really really good technology for that. I would also recommend built with 409 00:25:13.020 --> 00:25:15.460 built with dot com which is specifically for knowing the 410 00:25:15.460 --> 00:25:18.980 technologies on people's sight even though that they focus on that they 411 00:25:18.980 --> 00:25:22.630 still give you all of this metadata for demographic information for a very low 412 00:25:22.630 --> 00:25:25.930 cost. So they can be really really helpful naturally. You have like 413 00:25:25.930 --> 00:25:30.740 discover or zoom in for all the big big big players in the space but full 414 00:25:30.740 --> 00:25:34.020 contact dot com is really really popular for demographic. Not as good on 415 00:25:34.020 --> 00:25:37.320 the firm. A graphic space, not gonna lie there. But those are the kind of 416 00:25:37.320 --> 00:25:41.350 the main players in that firm. A graphic as we would call uh space. 417 00:25:41.740 --> 00:25:46.820 Fantastic. And the last one I like to jump into is email and that seems like 418 00:25:46.830 --> 00:25:51.650 kind of boring vanilla when it comes to marketing automation. But how do you 419 00:25:51.650 --> 00:25:55.600 make it not that you know, how do you make it go beyond the normal drip that 420 00:25:55.600 --> 00:25:58.540 everybody sets up? Which is always makes me want to cry. I'm like you have 421 00:25:58.540 --> 00:26:01.230 this robust marketing automation tool and the only thing you can do is set up 422 00:26:01.230 --> 00:26:04.790 a drip campaign for your lead for him. Like what do you usually do to go 423 00:26:04.790 --> 00:26:08.960 beyond that? And what are some early triggers and behaviors you can map to. 424 00:26:09.140 --> 00:26:12.900 And just your normal, let's just say a B two B saas company who's trying to 425 00:26:12.900 --> 00:26:16.470 drive the demos is doing content, marketing and doing a lot of these 426 00:26:16.470 --> 00:26:21.200 normal demand gen campaigns. Yeah, well I definitely want to, I mean one thing 427 00:26:21.200 --> 00:26:23.890 to start out with your B two B saas company naturally you have automation 428 00:26:23.890 --> 00:26:26.200 which is going to be sent by the sales reps and you're gonna have automation 429 00:26:26.200 --> 00:26:30.140 which is sent by marketing right? And I want to always advise people. Do not 430 00:26:30.140 --> 00:26:33.830 hesitate to send out sales emails through your marketing automation tool? 431 00:26:33.830 --> 00:26:36.330 Yes, they're not gonna like you for it, but I don't really care for marketing 432 00:26:36.330 --> 00:26:38.890 automation tool doesn't like me. Um just make sure you have your 433 00:26:38.890 --> 00:26:43.240 unsubscribe links in there and make it a plain text email. Right? So like if 434 00:26:43.240 --> 00:26:46.680 you need to use your automation tool to enable superpower automation, then do 435 00:26:46.680 --> 00:26:50.000 it. If you don't have access to all the engineers in the world to do send grid 436 00:26:50.000 --> 00:26:52.670 stuff, who cares? Just send it out to your map, right, your marketing 437 00:26:52.670 --> 00:26:55.930 automation platform. But in either case I think the biggest thing that you want 438 00:26:55.930 --> 00:26:58.780 to look for is right, you have to understand the triggers at which people 439 00:26:58.780 --> 00:27:01.150 are going to get value and this really helps you with your ideal customer 440 00:27:01.150 --> 00:27:04.540 profile, understand the triggers that why somebody would be interested in 441 00:27:04.540 --> 00:27:07.460 your product or why somebody is interested in your service and try to 442 00:27:07.460 --> 00:27:10.190 understand those signals because if you can get those signals from third 443 00:27:10.190 --> 00:27:13.080 parties, like I talked about clear bit enrichment, talked about built with 444 00:27:13.080 --> 00:27:16.740 things like that. Um it's really, really helpful to send target emails 445 00:27:16.740 --> 00:27:20.070 based upon actions that are happening in a company or actions that are 446 00:27:20.070 --> 00:27:22.760 happening for an individual. And I'll just say if you're doing like outbound 447 00:27:22.760 --> 00:27:26.680 prospecting a key attribute like that we look for is new VP of marketing and 448 00:27:26.680 --> 00:27:29.660 company that's an immediate reach out for us. If somebody's within three 449 00:27:29.660 --> 00:27:33.780 months of starting as a new VP or a new CMO that's an immediate insight for us 450 00:27:33.780 --> 00:27:37.010 to be able to reach out. We have an entirely automated system to tell us 451 00:27:37.010 --> 00:27:39.940 about that. And then of course we reach out to them and say, hey, you're brand 452 00:27:39.940 --> 00:27:42.820 new at the company, looks like you're, you're probably going to be looking to 453 00:27:42.830 --> 00:27:45.770 overhaul your marketing technology stack. So that's an easy thing that I 454 00:27:45.770 --> 00:27:50.060 would say if you're a SAAS company, say you're in marketing tech or say even an 455 00:27:50.060 --> 00:27:54.290 insurance, look for new CFOs at a company. Hey, you congratulations on 456 00:27:54.290 --> 00:27:57.540 the new position notice, you just started. This can be all completely 457 00:27:57.540 --> 00:27:59.920 automated. You don't actually have to know that they just started, you can 458 00:27:59.920 --> 00:28:02.990 buy that data and that's a really, really good way to start that 459 00:28:02.990 --> 00:28:06.880 conversation and tailor that. And then the secondary part to that is try to 460 00:28:06.880 --> 00:28:10.230 make it so that you're not wasting their time and add personalization to 461 00:28:10.230 --> 00:28:13.880 that email, try to make it as magical as possible. Right? So, and then 462 00:28:13.880 --> 00:28:17.090 leverage the direct mail, like I had talked about before right? To add in 463 00:28:17.090 --> 00:28:20.270 that extra magic. Like hey, I sent you a piece of mail the other day. Did you 464 00:28:20.270 --> 00:28:24.660 get that? Every single person who gets an email that says you just got mail 465 00:28:24.660 --> 00:28:28.040 for me is gonna look and see if they got mail from you and then they're 466 00:28:28.040 --> 00:28:30.780 gonna respond and say, no, it hasn't arrived here. Yes, it has arrived. I'm 467 00:28:30.780 --> 00:28:33.830 talking about not everybody, but these are simple multi channel things which 468 00:28:33.830 --> 00:28:37.250 are going to push your conversions higher and get you going. And I think 469 00:28:37.250 --> 00:28:40.650 from an outbound perspective for SAs that's really, really helpful. So where 470 00:28:40.650 --> 00:28:43.980 are you, where are you buying subscriptions like this to find out if 471 00:28:43.980 --> 00:28:47.710 a new CFO started at a certain segment of companies that you would sell to you, 472 00:28:47.710 --> 00:28:50.230 where are you buying the subscriptions and are you buying a subscription of 473 00:28:50.230 --> 00:28:54.150 information that then plugs into your marketing automation software? So it's 474 00:28:54.150 --> 00:28:57.450 just like each time that happens and they find out about a new one, it just 475 00:28:57.460 --> 00:29:01.330 runs into your marketing automation part flow. Yeah. I'm actually gonna try 476 00:29:01.330 --> 00:29:05.890 to pull up a service right now. Get Rocket signal I think is one of the 477 00:29:05.890 --> 00:29:10.880 companies that get rocket signals dot com I think is one of the signals I 478 00:29:10.880 --> 00:29:14.050 think that has that unfortunately I'm struggling to pull it up at rocket 479 00:29:14.050 --> 00:29:18.340 signals. Is the company that gives us a lot of that data as well for new hires. 480 00:29:18.350 --> 00:29:21.770 Um there's other services out there that give this stuff too and I'm just 481 00:29:21.770 --> 00:29:26.590 trying to pull up some of the different things it used to be called Zen put or 482 00:29:26.590 --> 00:29:30.220 then reach. I think it was enrich and I can't remember what they become with 483 00:29:30.220 --> 00:29:33.550 their new name was but they were also another company that was able to really 484 00:29:33.550 --> 00:29:38.920 be able to get you that that real time data we use job postings I know in our 485 00:29:38.920 --> 00:29:42.450 company as well as a secondary source of understanding that somebody's gonna 486 00:29:42.450 --> 00:29:45.960 be leaving their job and to look at a new company, rocket signals is the one 487 00:29:45.960 --> 00:29:49.020 that we get new hires from. We have access to a lot of apps that give us a 488 00:29:49.020 --> 00:29:52.680 lot of information and deliver leads to us. Crunch base would be another really 489 00:29:52.680 --> 00:29:56.100 good place of signals. They always tell you like somebody got funded, somebody 490 00:29:56.100 --> 00:30:00.140 changed the role. They added this new executive. That's a huge channel for 491 00:30:00.140 --> 00:30:03.530 that stuff, adding technologies to people's websites, which is another 492 00:30:03.530 --> 00:30:07.200 common thing we use, which is I already mentioned, built with clear bit keeps 493 00:30:07.200 --> 00:30:10.260 us updated in regards to like any other firm a graphic, that stuff changes on a 494 00:30:10.260 --> 00:30:14.360 monthly basis for us. We use radar and some of our clients mobile apps that 495 00:30:14.360 --> 00:30:17.620 basically tell us when somebody's near anything that's a geo fence location. 496 00:30:17.630 --> 00:30:20.550 Typically that's used for, hey, somebody's at this location, send them 497 00:30:20.550 --> 00:30:24.340 a push notification. So they know you have a free whopper in our situation. 498 00:30:24.340 --> 00:30:27.140 We're like, hey, tell us that somebody's near our competitor and send 499 00:30:27.140 --> 00:30:30.990 us a notification. So that way we know that they're doing something. I 500 00:30:31.000 --> 00:30:34.760 remember you mentioned zen reach, which isn't, isn't what you said it was. But 501 00:30:34.760 --> 00:30:38.630 I've used to enrich it's actually more of a coffee shop bar marketing 502 00:30:38.630 --> 00:30:42.370 automation system. So if someone walks into a coffee shop and you log into 503 00:30:42.370 --> 00:30:45.780 their wifi, they now know every time you walk into the coffee shop whether 504 00:30:45.780 --> 00:30:49.760 you logged into the wifi or not because of the Miami code on your what you 505 00:30:49.760 --> 00:30:53.210 can't wipe. But that's a fantastic marketing automation tool. But it's for 506 00:30:53.220 --> 00:30:56.440 it's for restaurants. Yeah, zen which is really good. And actually one thing 507 00:30:56.440 --> 00:30:59.000 that's really, really creepy and I want everybody to know this about their 508 00:30:59.000 --> 00:31:03.920 Alexa. Your Alexa is attached to your home wifi and it has a thing called, I 509 00:31:03.920 --> 00:31:07.590 think it's called sidewalk in it. So every single person who walks by your 510 00:31:07.590 --> 00:31:12.100 house as their phone passes your house, it connects to your Wifi and the I. M. 511 00:31:12.100 --> 00:31:15.840 E. I. Number is connected to your thing and they get access to your internet. 512 00:31:15.850 --> 00:31:19.930 And Jeff Bezos tracks every single thing. Um and there's like three 513 00:31:19.930 --> 00:31:24.460 features, I saw it on Tiktok, but turn off sidewalk, turn off, save 514 00:31:24.470 --> 00:31:27.910 communication, history and then turn off like can listen to everything in 515 00:31:27.910 --> 00:31:32.670 your Alexa because Alexa records every single thing you say and keeps it and 516 00:31:32.670 --> 00:31:36.380 then they email it to Jeff Bezos and he leads it reads it as his nighttime 517 00:31:36.380 --> 00:31:42.530 story. All of this is true except for the Jeff Bezos part at the end, but 518 00:31:42.530 --> 00:31:46.430 sidewalk is terrifying. He tracked if he wanted to, he could, that's the 519 00:31:46.430 --> 00:31:50.030 thing, if you could, but zen reaches super cool as you pass by the locations, 520 00:31:50.030 --> 00:31:53.590 it's good, oh man, the internet is creepy. But I mean just to take a step 521 00:31:53.590 --> 00:31:56.850 further and just to help you understand of like where this gets super super 522 00:31:56.850 --> 00:32:01.430 creepy and we see this happening. So as an example we worked with the company 523 00:32:01.440 --> 00:32:05.780 Caros I can't marry this, its facial recognition and facial sentiment. So 524 00:32:05.780 --> 00:32:09.000 basically facebook, your profile images public, your first and last name of 525 00:32:09.000 --> 00:32:11.780 public. So people have basically downloaded all the facebook, all of 526 00:32:11.780 --> 00:32:14.980 Lincoln and all these things and profiled all of the faces. So what 527 00:32:14.980 --> 00:32:18.490 happens is these have been put into massive databases by amazon and other 528 00:32:18.490 --> 00:32:22.260 companies. So as Karros is basically tracking every person who walks into a 529 00:32:22.260 --> 00:32:26.110 restaurant within a matter of a second, they automatically know within about a 530 00:32:26.110 --> 00:32:30.200 95% accuracy who has just walked into the restaurant with their first name, 531 00:32:30.200 --> 00:32:33.130 their last name and potentially any other attributes they know they then 532 00:32:33.130 --> 00:32:36.490 also know the sentiment of that person and contract that So I don't know if 533 00:32:36.490 --> 00:32:40.170 you've ever been to target but if you're at target and you use the self 534 00:32:40.170 --> 00:32:44.420 checkout, you use your credit card, you walk up to a screen that screen 535 00:32:44.420 --> 00:32:47.220 recognize you because there's a camera and your credit card gets attached to 536 00:32:47.220 --> 00:32:50.780 it. Target then takes that credit card information that facial recognition 537 00:32:50.780 --> 00:32:54.490 maps it back to facebook that know exactly who you are credit card then 538 00:32:54.490 --> 00:32:58.240 gets mapped to experience. So they can download every bit of information. Do 539 00:32:58.240 --> 00:33:01.450 you like cars? Do you like magazines, do you drive a suburban all of this 540 00:33:01.450 --> 00:33:05.860 stuff? And then they buy it on the as we like to call it the red market right? 541 00:33:05.860 --> 00:33:08.950 It's red hot. Nobody wants to know it's there and they use all that stuff so 542 00:33:08.950 --> 00:33:11.470 they can then predict whether you're going to be pregnant in the next six 543 00:33:11.470 --> 00:33:16.180 months so they can send you ads like it is just the amount of personalization 544 00:33:16.180 --> 00:33:24.530 which is out there. It's crazy. That's why text creepy to 9154159011. And if 545 00:33:24.530 --> 00:33:27.240 you're well known on the internet you'll understand how creepy the 546 00:33:27.240 --> 00:33:31.010 enrichment services I have because you'll get an email from me that has 547 00:33:31.010 --> 00:33:34.150 all the creepy information the internet knows about you. This is a new level of 548 00:33:34.150 --> 00:33:36.890 creepy man. I mean I just watched that documentary on netflix. I can't 549 00:33:36.890 --> 00:33:39.830 remember what it's called but I remember watching it being like yeah we 550 00:33:39.840 --> 00:33:42.200 marketers have been all over this for a while. There's nothing new in this 551 00:33:42.200 --> 00:33:46.570 documentary. That's surprising me. Social dilemma. Their social dilemma. 552 00:33:46.580 --> 00:33:50.450 I'm sure everybody was waking up to the fact that how deeply marketers were 553 00:33:50.450 --> 00:33:54.870 thinking about your interactions and behaviors and I'm like I'm only I'm not 554 00:33:54.870 --> 00:33:59.110 like a big player in this. I'm just a small guy. I'm only spending $100,000 555 00:33:59.110 --> 00:34:02.770 on Facebook ads. I'm only spending I'm only mean a small team putting together 556 00:34:02.770 --> 00:34:05.720 marketing automation campaigns and trying to tap into the available A. P. 557 00:34:05.720 --> 00:34:08.610 I. S and facebook marketing and all that kind of stuff and I know about 558 00:34:08.610 --> 00:34:11.190 this, I'm like I can't imagine what some people are doing it like at the 559 00:34:11.190 --> 00:34:16.530 top who are like Rhodes scholars and stuff targets the best man target is 560 00:34:16.530 --> 00:34:21.650 the best Look up target, predicts pregnancy of teenager, look up that 561 00:34:21.650 --> 00:34:27.440 story and that was like years ago. Their data science team is legit. Oh 562 00:34:27.440 --> 00:34:31.460 cool man, this has been a fun episode and I hope everybody hearing it has 563 00:34:31.460 --> 00:34:35.130 gotten some great nuggets and has texted both those numbers for some fun 564 00:34:35.139 --> 00:34:39.889 and a free book dan to wrap things up. Where can people learn more from you 565 00:34:39.900 --> 00:34:46.719 and about you? Yeah, so go to my God dot Io, so m C G A W dot Io check out 566 00:34:46.719 --> 00:34:49.420 our website so you can learn a lot of stuff on there and follow me on 567 00:34:49.420 --> 00:34:53.239 linkedin, it's just Daniel ***, I'm most active on linkedin. I don't do the 568 00:34:53.239 --> 00:34:55.840 whole twitter thing but check me out on linkedin, I'm happy to have a 569 00:34:55.840 --> 00:35:00.210 conversation. Fantastic! Thanks again so much for joining us on the show 570 00:35:00.210 --> 00:35:05.890 today. Thanks for having me another great conversation Here on B two B 571 00:35:05.890 --> 00:35:10.850 growth as always, you can connect with me over on linkedin. Just search Benji 572 00:35:10.850 --> 00:35:15.480 block, subscribe to be to be growth on your favorite subscription service to 573 00:35:15.480 --> 00:35:20.970 stay connected and we will talk to you in 20 22 574 00:35:23.840 --> 00:35:27.610 for the longest time. I was asking people to leave a review of GDP growth 575 00:35:27.610 --> 00:35:32.060 in apple podcasts, but I realized that was kind of stupid because leaving a 576 00:35:32.060 --> 00:35:37.220 review is way harder than just leaving a simple rating. So I'm changing my 577 00:35:37.220 --> 00:35:40.920 tune a bit instead of asking you to leave a review, I'm just gonna ask you 578 00:35:40.920 --> 00:35:45.460 to go to BBB growth in apple podcasts, scroll down until you see the ratings 579 00:35:45.460 --> 00:35:49.530 and reviews section and just tap the number of stars you want to give us no 580 00:35:49.530 --> 00:35:54.840 review necessary. Super easy. And I promise it will help us out a ton. If 581 00:35:54.840 --> 00:35:58.430 you want a copy of my book, content based networking, just shoot me a text 582 00:35:58.440 --> 00:36:02.930 after you leave the rating and I'll send one your way, text me at 4074 and 583 00:36:02.930 --> 00:36:07.060 I know 33 to 8.