Transcript
WEBVTT
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welcome back to be to be growth. I'm
Dan Sanchez with sweet Fish Media. And
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today I'm joined by Dan McGeough, who
is the founder of my god dot io. Um,
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and to kick it off today, Dan, I like
to come up with just interesting
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questions for our guests that they
haven't been able to prepare for. And
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so today I want to ask you, like, what
is a fun new marketing tool that you've
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discovered recently and is kind of like
a fascination to you right now? Oh,
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that's a fantastic one because I
discovered tools like all the time. I
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think they're too. Tools that were
probably playing with the most right
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now is either convert flow dot com or
right message because we're really
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trying to make sure that we can tailor
that customers experience through
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progressive profiling. Those would
probably be the two biggest today. Nice.
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I kind of figured you were a tech guy
tool guy on the reason why, I figured
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that is because Dan is a technical
wizard. His company is focused on
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marketing automation and helping B to B
companies with with their automation
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and making it better. In fact, it's he
says. It's not enough just to use
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marketing automation because it's there.
But you want to make sure you use it to
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make magical experiences. And that's
what we're going to dive into in this
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episode. And I have to give you some
for warning that if this is gonna get
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pretty technical, I'm a technical
marketer myself, and I'm probably gonna
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ask him technical questions. So if if
you can't hang in, just, you know,
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listen to it on double time there's
probably gonna be some amazing nuggets
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and ideas and small case studies, but
will probably be digging into some
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stuff. I'll probably be asking some
technical things, so just giving you
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that warning ahead of time that this is
gonna be, Ah, very geeky episode. But
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the first thing I wanted to dive into
is he was talking about in the
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preinterview what he's doing with text
messages. And I love marketing
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automation in SMS because, let's be
honest. A lot of people ignore email,
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but very few people ignore SMS when
they're getting a text message there,
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checking it generally within 15 minutes,
and while they're very simple, you
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could still load links in there which
and multimedia like you could still do
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quite a bit with text messaging. So
we'll see a lot of people doing nearly
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enough of it coming from a B to
Seaworld myself. We were heavy in this,
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and I'm curious to see what Dan and his
team is doing in that realm. Dan, tell
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us what you're doing there. Yeah, great
question. So, I mean, text messages, A
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lot of fun. I think what we try to
focus on the most is like one of the
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and I'll start out with an easy problem
that we really faces. Um, I do a lot of
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speaking in public. Before cove it
happened. I went to a lot of
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conferences and a big problem you have
when you're out in public is you need
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to be able to capture leads. And when
you're at a conference and you speak in
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front of 1000 people, you're not
getting any leads from that, right? The
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conference has all that unless you buy
the leads list. So the initial problem
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that we started out with is I need the
ability for somebody to be able to text
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me something that would be fun. so they
could get something free in return. So
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something that they're gonna get. So
hey, get my slides because everybody's
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like, Hey, go to my slides It bitterly
this and like whatever. Nobody goes to
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the bitterly like So we decided to come
up with something easy, which is like,
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Hey, listen, if you text Martek to this
number 4159159011 I'll send you a free
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copy of my book and my tech spot will
take care of all the work. And people
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always like what I get a free copy of
your book if I text this number. And
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what people don't realize is when they
text that it actually connect with our
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marketing automation to autopilot, so
autopilots connected in with twilio.
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When it sees the word Martek, it
creates a new lead record in our system,
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so it saves their phone number for us,
and then the first thing it text back
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to them is Hey, thanks so much for
asking for a free copy of dance book.
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What's your email address? Just in case
if we need a way to follow up with you,
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and where are we going to send the
tracking information for that book on?
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People would respond back with Dan
Amiga, Dario, whatever their email
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addresses and because we're using
autopilot that gets saved is part of
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their lead record. The cool thing is,
is that autopilot bought would look for
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that, save that in the field and then
send them another question. So, as an
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example, what's your first name? Which
your last name, What's your address?
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What's your city and all that stuff?
And it would go through this full
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conversation and they would send us all
of their information, and then it would
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end up with Hey, we've got all of your
information. Click on this link and
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confirm it for us. So of course they
would click on that link. They then go
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to our website. Our website then
automatically identifies them because
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we have their email. It pre fills out
the entire form because of all the
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information they gave us. And all I
have to do is click submit, and the
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book is automatically shipped to them
from our website. But lo and behold, we
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just captured their address, their name,
their email, all of that stuff and
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personalize that experience to them.
Naturally, they get the book. They're
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super impressed. They feel magical.
They have a bought, they're all pumped
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up. But the interesting thing for us is
that we follow up. That with is, well,
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is additional communication with them
through that text. But again, we also
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follow up with them via email. So we
now we're going to start to approach
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them through various channels. But
what's even more importantly is we
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identified them on our website, so
we're able to cookie them on their
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mobile device. So now anywhere they go,
they see my ad and they see my face all
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over the Internet basically to buy our
services, and we're constantly trying
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to close that loop in other places. But
that's an easy first. Stabat some of
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the easy stuff that we've done on SMS,
which is just a lot of fun. It's nice.
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I like the fact that you can go from
speaking on stage to getting them
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through this Essentially many funnel
because they still have to go through a
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little baby steps through the baht,
right? I'm sure you have follow up
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systems if they give you their email
But then they don't give you the
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address. Then probably an email kicks
in to ask for the address. Right? Um,
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help them finish it up if they don't,
cause there's probably a drop off right
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each step. But then it's kind of like
they get once they finish it, like, man,
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they probably go through the gauntlet.
Because now you have the phone number.
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You have their address, You know where
they came from. You have their name,
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and you can hit them on all the
channels, hopefully adding value along
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the way. But let's be they're not gonna
forget you, that's for sure. You're
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gonna be following them around for some
time, which is pretty nice. Especially
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if you're following with good value
afterwards. Um, what are some other
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creative things you've seen in text?
Yeah, Yeah, really, Really. Good
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question in regards that. So we do a
lot of types of reminders with people.
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Text 11 You have to be able to get
their their text message, right? And
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just heard some other easy sign up
stuff like we've recommended. A lot of
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people use text message for their
loyalty programs. Right. So instead of
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being like, hey, sign up too stupid,
long form that I want you to fill out
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on paper, my brick and mortar location.
And I'll give you this plastic card to
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say, Hey, sign up for a loyalty program
text loyal to this number and they're
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automatically added. So we've seen a
lot of companies basically do that. And
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then after they actually get people
into that loyalty program, they're
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trying to connect the dots, of course,
using their pos. But what they start to
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do is then, of course, actually send
those people their promotions, whatever
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they may like, basically through that
system. So, of course, if you are a
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Snow Caron ice cream company right,
you're naturally going to be able to
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send people free. Promo is Get them
back into the store. Hey, come in with
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this text will be able to give you
these items. Those are some of the easy
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ways to be able to kick those journeys
off, but the big things that we try to
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focus on with text because I think the
problem with Texas that you have to
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remember it's annoying as hell, right?
It's not like email where I could
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ignore it. If I get a text message, I'm
immediately looking at my phone. So if
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it's spammy, it's not gonna be
something I pay attention to. So we
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highly recommend for people to do it
mainly based upon somebody requesting a
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text reminder. Somebody asking to be
reminded about something or some sort
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of behavior trigger, Right? So when you
get my book gets delivered to you as an
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example, you'll receive a text message
saying, Hey, just so you know, we were
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made aware that the book arrived. Check
your door. Let us know if it's not
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their reply. Yes, if it's not there,
but as a secondary of that, you're
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going to get a text message from us.
Also five days later, that's gonna say,
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Hey, listen, we just wanted to see if
you had a chance to start reading the
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book. Respond back with five If it's
gonna take you five days to read it and
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things like that. We're trying to
constantly be able to capture
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information, but we're also trying to
make it so that they can also tell us
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to go away. But we're not trying to
send them constant promotions because
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spam in your inbox is even worse when
it's in your SMS, and all they have to
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do is response. Stop and you're blocked
forever. So it's It's really, really
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hard. Yeah, so it's interesting. I've
always wondered like it's it's not hard
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to continue a text message campaign if
they've started with text because
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you've set the expectation from the
beginning, they've given you permission
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to get in their inbox. Have you ever
found an excuse? That's like not cringe,
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E, but like a good way to start
initiating text message conversations
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because you have their mobile number.
How do you go get them from being an
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email subscriber or someone who's just
visiting your website or they're
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interacting with you in a different way
to text message, if not at first
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initiated there? Yeah. I mean, the
common thing that everybody does is
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they just start, just start texting
them, right? So, But the way that we
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try to look at that is we try to
associate it with something that
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they're gonna wanna be reminded about.
It's something which is going to create
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value, just telling me I get 20% off
via text messages. That's not where our
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relationship has started. That's
chances are I'm just gonna hit stop,
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right, because I'm not that interested
in their 20% discount. So you really do
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want to make sure that it's focused
much more on something that's timely,
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something that's an important reminder,
Um, in our company. And I'm gonna try
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to use our company cause I can't tell
you all the things I talk about with
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our clients. But it's gonna be Hey, you
signed up for this webinar. The webinar
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starts in an hour. Here's a link. So
that way, if you can't make it to your
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desk, click on the link and you can see
it from your phone. So we're just
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trying to use them as helpers. I think
that's where I see a lot of companies
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kind of go wrong eyes. They try to use
it as a hard core marketing channel.
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Yep, it's definitely more utilitarian.
It's ah, utility tool. If you're
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looking at it that way, and how that
marketing automation can work, it could
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be a an assist to the marketing. Do you
ever use it for content, though? That's
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something I've wondered. I've seen Gary
V experiment with it in creating
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communities and stuff like, Where else
have you seen? Content is played in
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text messages. There's definitely a
content service out there in the camera
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what it's called. But Gary V, I think,
is one of the people that super
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something around community. It's like
community dot Co. I can't really what
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it is, but basically like people. You
text it and then you get part of their
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community. So whenever they put out
content it, text you and makes you
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aware like Hey, join this thing. I'm
not a big fan of those just because
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that's not how I use text messages. But
I do know that like when you have fans
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only account, maybe you will send text
messages to get people to be aware that
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you have new content, especially when
push notifications were turned off, eh?
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So there is definitely that opportunity
once again for most of the use cases
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that we see that are really being
helpful. It's about somebody wanting
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something from you on that channel,
right? So they really have to have a
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need for you to send them a text
message, and they should be the one who
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basically designs that right, So that's
gonna be like once again, somebody
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needs something. It should be a value
add to make the experience better. So
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that way they could be alerted or
notified because that's that's the
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thing we have to remember. Text is not
a marketing channel. It's a
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communication channel. It's really,
really done differently than email
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because an email you haven't inbox that
you don't check with text, you always
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check it. So it's a much different
medium. So it's really gonna be about,
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like, important and timely messages
that need to be looked at now as a
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podcaster and marketer. I've certainly
been thinking about how to use texting
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with podcast, cause obviously they're
usually listening on their phone, their
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phones on them, and they're on the go,
which means they're not gonna be going
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to a website necessarily unless it's
really good right now. But it just
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seems like a good opportunity to get
leads or toe walked into a a different
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part of the journey, or at least to get
even invite conversation to invite
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questions on a podcast episode. It's
not live, but e don't know something
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interesting there, probably something
we'll be experimenting with it on this
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show in the future. But we'll see. Can
I give you an idea? Sure. So there's
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two things that I would look at it a
podcast, right? So because naturally I
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do lots of these. I do for 4 to 8
podcast a month, right? So I see a lot
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of these amazing shows. There's two
things that we would automatically look
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at just like that conference situation,
right? I don't have any access to the
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people that are listening to this. They
are completely on their phone and we
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have no connection to them. So, like I
said earlier, Goto 4159159011 and text
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that number Martek, and go through that
bought. Well, look, now I just got all
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the leads from the people that are in
your audience, right, because they want
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a free copy of my book. So that's the
natural obvious one to go for now, In
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your case, an interesting thing that I
would highly recommend if I was doing a
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podcast which hopefully we're gonna
work with your company one day to do a
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podcast. I joked about that earlier. I
would roll out polls because since
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everybody's listening to this at a
different time, you have no way to have
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a web interface to say, Hey, why don't
you click on this thing now? If you
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said Hey, listen, what I want you to do
is we want to find out who on this
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podcast is things. SMS is the next
thing I want you to text. Yes.
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24159159011 if you are interested in
rolling out podcast and text No, if
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you're not, And then when that podcast
response or excuse me, that text
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message comes in or you can use 10
different variables. Whatever you wanna
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have is the promotion. Just respond
back with whatever the results were of
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everybody that's listening to the
podcast, and you've just created as a
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podcast owner away to capture their
information, their lead information.
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But you've also made something that's
engaging, which provides the listener
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value, which is I could give this
response and see what all the other, uh,
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dodo birds that responded to this is
well did as well, Which is that value
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of knowing the survey response. So lots
of different ways to do it in that. And
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that's where going back to the point of
SMS stop using it is a damn spam
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channel, right? Like use it for
something that's engaging. We have the
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technology, and it's not even hard.
That's good. What tool is your favorite
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texting tool? Um, I know you said
Twilio and autopilot, though I find
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that it's been a while since I've been
on that combination. Probably over a
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year. I found it pretty limited as far
as what it could actually do unless you
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were like a twilio developer of some
kind. Are you customizing the heck out
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of Twilio, or is autopilot actually
added more stuff to be able to do that
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on Yeah, so it's e don't get me wrong.
The connection between Twilio on
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autopilot could be a little confusing,
right? So definitely like hire a $50 up
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work developer and they'll be able to
make sure that you get going if you
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can't figure it out on your own. But
the actual application that you use
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inside of autopilot is actually pretty
robust, so hey, you can receive a text
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message when it has this variable save
this here. It doesn't do any, like
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parsing or anything like that. So there
are some, like, kind of things you have
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to work around. I think text it was the
other one that we had seen a lot of
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companies use. And then, um, when
you're like a big enterprise company,
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right, of course you could build
whatever you want. We see for a lot of
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e commerce companies them using a
company called Blue Shift, their
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customer data platform. But that's more
about sending compared to receiving.
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And that's the big difference is not
all the services allow you to receive.
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They allow you just sent? Yeah,
actually prefer long codes versus short
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code so that you can kind of flying
under the radar a little bit better and
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people don't know short code Sometimes
I don't know if you've run into this,
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but people like they're like, Wait,
where is the rest of the numbers?
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Especially if it's like baby boomers or
something. They're just, like, been
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missing numbers I'm like, So I like
giving the long code. It actually seems
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more like a real number, especially if
I call from that number, which I don't
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think you can call from short codes,
right? But a lot of times I might
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follow up with an actual phone call
from the same number. And if already in
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a texting conversation, they recognize
it. Take the call versus not right.
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There's a cool technology that I forgot
about, especially for sales people.
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It's called sales message, so sales msg
dot com Not to be confused with the MSG
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from Bourbon Chicken, but sales. Msg
dot com They're integrated in with Hub
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Spot. There's is pretty cool. My buddy
Chris Bryson owns that company because
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it allows you to have two way
conversation from your cell phone and
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things like that through Hub Spot, but
mainly used for sales. That was another
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really cool texting technology, which I
see a lot of companies using now.
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Awesome. So moving on from text. I
wanted to learn more about you, said
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Direct Mail, and I just got excited
because, honestly, even as a digital
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marketer, I know that like if you can
hit direct mail well, like as not in
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sending mail to people who have no idea
who you are, but you're using it as
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part of your funnel, it's magic because
people don't expect it anymore. You
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send a letter and you're a tech company.
They're just blows their mind.
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Sometimes, even if it's boring, they
still notice it, right? So what are you
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doing with direct mail and automation?
Yeah, Really, Really. Good question.
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And once again, like you don't have to
do this with autopilot. There's
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multiple other technologies that do
this. There's a company called lob dot
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com, so l o b dot com that makes direct
mail really, really easy on. Basically,
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you can use their product if you import
your emails and home addresses to it.
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You could basically send whatever you
want. You could do batch and blast and
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stuff like that. So what we've tried to
do is make sure that we actually add to
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the customer journey by using direct
mail. So as an example, when somebody
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orders my book, we manage that through
a direct mail integration in with
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Santoso and Lob and as well as some
other services. So when somebody does
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that text message experience with us,
we get their email address. We also get
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their direct mail address, so naturally
they're going to get a copy of that
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book, and they're going to receive a
digital experience with us that's gonna
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happen online through email. Also,
through retargeting and things like
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that. They're gonna get a copy of my
book. And then if they don't do certain
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actions, or if they do do certain
actions were gonna then send them
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postcards. Those postcards are going to
be tailored to them, and one of the
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common ones that we use is we learn the
technology that your site uses. So just
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to use my business is an example,
because it's really easy. We
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specifically sell the companies that
are trying to improve their marketing,
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technology, marketing, automation or
analytics, but we like certain
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technologies. So if you're using
segment autopilot or amplitude on your
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website, we know that we have an
integration with Built with that
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directly integrates in with our site
integration with our sales force in our
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autopilot. And what happens is when you
give us your email, it has a domain. It
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pings that service and tells us the
technology you have. If it sees one of
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those technology segment equals true,
it's then going to take that variable.
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Send that over to autopilot. It's then
gonna put in. Hey, Joe, we noticed that
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you're using segment on your site. We
recently sent you a copy of Dance Free
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Book and we sent it to this address. We
just wanted to make sure that you have
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a flyer about some of the information
that we want to teach you about.
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Segment, Right? As an example, they
then get this direct mail, and the
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first thing they go was like, How did
they know? I use segment, right? How
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did they know I have these technologies?
Is anybody like waving the creepy flag
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and calling you back? Or is it more? Is
it good or bad? I'm sure there's some
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people that are freaked out by, but
most people don't really think too much
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about it, But we definitely have. One
of my talks is about creepy. So if you
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want to see the creepy flow text creepy
to 4159159011 You'll get something
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creepy in your email A Zilong as you
are not in the Martek flow but yes,
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Sometimes people are like How do they
know this stuff? But that's actually
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where the magic comes from, right and
that's what people really, really look
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for is when they were getting. They get
something that they never expected
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could be possible. And that's where the
magic really comes into play. And those
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postcards tell you the four reasons why
you should use it segment or the four
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reasons why you should use amplitude on
git resonates with them because they
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naturally have that technology and it
connects them directly with us because
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it wasn't something that they were
expecting. So that's just one of the
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ways that you could use direct mail.
Yep, you're doing anything beyond
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postcards and postcards is kind of like
it's just showcasing what you do and
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how much information, you know. I mean,
it's kind of nice for you guys, because
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you can put that information to use,
and it's it's almost novel in itself.
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But I'd love to hear if you if it's
possible to get, like, one case study
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of direct mail that you're using for a
customer without sharing the customer's
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name or whatever. That's not a
marketing automation technology company.
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Like how you putting some of that
information to use and direct mail?
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Yeah, so we work with a large insurance
company. They dio auto insurance, home
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insurance and things like that. So what
we have is we have a direct mail
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service which is immediately attached
their sales force Marketing Cloud
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Salesforce Marketing Cloud. Basically,
when an attributes happens, we send a
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Web hook over to the direct mail
service, the direct mail service eyes
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basically sending out those letters. So
those letters that are sent out to
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those people are basically because they
hit a certain credit score because they
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had a life attributes. So we're
basically pulling in data from all
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kinds of other third party services.
Whether that be experience or anything
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else like that, these air basically
purchase lists as that data comes into
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us, these air former customers or
people who are in a prospect list as
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that data is coming to us, and we're
starting to see that somebody's above a
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700 credit score or somebody recently
purchase house. What happens is market
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or excuse me, Salesforce Marketing
Cloud then sends an A P I call to say,
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send this direct mail mailer those
we're all gonna be enveloped mailers
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because they are things that we don't
want like the public to see. And inside
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that mailer may say, Congratulations on
the new purchase of your home. We're
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here whenever you need to have home
insurance or auto insurance things like
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that because this insurance company is
selling to hire more fluent buyers.
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They're not like trying to compete with
Geico. When somebody has a higher
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credit score, we're going to send them
auto insurance, quotes things like that.
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So there's a lot of different ways that
you can leverage those technologies. Um,
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but I will say, when you're working
with a large insurance company like
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this, um, it's nowhere near is easy
because they're using like old archaic
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systems, but definitely all still
really, really possible. And the last
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thing that I would say that I would
love to do is that we like taking data
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from all kinds of enrichment sources on
using that. And there's a technology
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out there. It's called small Body, I
think is what it is. It's a small
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business enrichment service. Eso It
knows all the attributes about small
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businesses, but it makes it really,
really easy to get the fire signals of
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what's going on there and then the
address and then you can send direct
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mail to those people. And once again
you could do that using autopilot or
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any other technology that's integrated
in with Lotto. Automate that whole
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experience. Be interesting to see, even
using it as an A B M campaign. If you
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had a list of ideal buyers but didn't
know as much about them as you'd like,
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what kind of sources usually tapping
into to enhance the information around
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their their company or the individual
buyers within it? Yeah, just to make
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sure I understand. So you have one lead
at a company, but you want to expand
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out to the entire account and try to
get other decision makers involved
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there, too. Is that kind of the
question, right? We're just more
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information about the company. Like,
how big is the company? How many
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employees they have if they're public
like, what was the revenue like, how
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How big company is it exactly? It's
right. You can scrape list from things
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like Angel List, but you don't always
have all the information you like,
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right? Yeah. The most common one that
people were using for a long time is a
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company called clear bit dot com. they
integrate in with Salesforce market.
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All that stuff, they have a great AP I
They have a CSB import thing and clear,
361
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but would enable you with an email
address to automatically be able to get
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anybody's information right. So you get
firm a graphic demographic and techno
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graphic, which is really valuable to us.
I now know all the technologies that
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are on your website, which is super,
super helpful, even if you're not in a
365
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business like me. Knowing the
technologies that are on another
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businesses site really helps you
understand how much money they're
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00:21:54.430 --> 00:21:58.410
willing to spend. Because if they have
Adobe Analytics, they spend a lot more
368
00:21:58.410 --> 00:22:01.740
money on things. Compared to Google
Analytics free, they're not willing to
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00:22:01.740 --> 00:22:05.330
spend any money, so it definitely good
signals for other other people. Clearly,
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it's a really, really good technology
for that. I would also recommend built
371
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with built with dot com, which is
specifically for knowing the
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technologies on people's sight, even
though that they focus on that. They
373
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still give you all of this metadata
firm a graphic information for a very
374
00:22:18.370 --> 00:22:21.970
low cost s so they could be really,
really helpful. Naturally, you have
375
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like Discover. Org's zoom info. All the
big, big, big players in this space,
376
00:22:26.040 --> 00:22:29.880
but full contact dot com is really,
really popular for demographic. Not as
377
00:22:29.880 --> 00:22:33.440
good on the firm. A graphic space Not
gonna lie there, but those are the kind
378
00:22:33.440 --> 00:22:37.560
of the main players in that firm. A
graphic as we would call space
379
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Fantastic. And the last one I like to
jump into is email. And that seems like
380
00:22:43.010 --> 00:22:48.070
kind of boring vanilla when it comes
Thio marketing automation. But how do
381
00:22:48.070 --> 00:22:51.960
you make it? Not that, you know, how do
you make it go beyond the normal drip
382
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that everybody sets up, which is always
makes me want to cry. I'm like you have
383
00:22:55.040 --> 00:22:57.640
this robust marketing automation tool,
and the only thing you could do is set
384
00:22:57.640 --> 00:23:01.300
up a drip campaign for your lead for
him. Like, What do you usually do to go
385
00:23:01.300 --> 00:23:05.240
beyond that? And what are some early
triggers and behaviors? You can map,
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00:23:05.240 --> 00:23:09.520
too, and just your normal Let's just
say a B two B SAS company who's trying
387
00:23:09.520 --> 00:23:13.150
to drive to demos is doing content
marketing and doing a lot of these
388
00:23:13.150 --> 00:23:17.950
normal, demanding campaigns. Yeah, well,
I definitely wanna I mean one thing to
389
00:23:17.950 --> 00:23:20.670
start out with your B two b SAS company.
Naturally, you have automation, which
390
00:23:20.670 --> 00:23:23.120
is gonna be sent by the sales reps, and
you're gonna have automation, which is
391
00:23:23.120 --> 00:23:28.030
sent by marketing. Right? And I wanna
always advise people do not hesitate to
392
00:23:28.030 --> 00:23:31.370
send out sales emails through your
marketing automation tool. Yes, they're
393
00:23:31.370 --> 00:23:33.870
not gonna like you for it, but I don't
really care for marketing Automation.
394
00:23:33.870 --> 00:23:36.870
Tool doesn't like me. Just make sure
you have your unsubscribe links in
395
00:23:36.870 --> 00:23:40.810
there and make it a plain text email,
Right? So, like, if you need to use
396
00:23:40.810 --> 00:23:44.290
your automation tool to enable
superpower automation, then do it. If
397
00:23:44.290 --> 00:23:47.120
you don't have access to all the
engineers in the world to do, send grid
398
00:23:47.120 --> 00:23:49.790
stuff, who cares? Just send it out to
your map, right, Your marketing
399
00:23:49.790 --> 00:23:53.050
automation platform. But in either case,
I think the biggest thing that you want
400
00:23:53.050 --> 00:23:55.910
to look for is right. You have to
understand the triggers at which people
401
00:23:55.910 --> 00:23:58.280
are gonna get value. And this really
helps you with your ideal customer
402
00:23:58.280 --> 00:24:01.730
profile, understand the triggers that
why somebody would be interested in
403
00:24:01.730 --> 00:24:04.630
your product or why somebody is
interested in your service and try to
404
00:24:04.630 --> 00:24:07.380
understand those signals. Because if
you can get those signals from third
405
00:24:07.380 --> 00:24:10.270
parties like I talked about clear bit
enrichment, talked about, built with
406
00:24:10.270 --> 00:24:13.930
things like that, Um, it's really,
really helpful to send targeted emails
407
00:24:13.930 --> 00:24:17.430
based upon actions that are happening
in a company or actions that are
408
00:24:17.430 --> 00:24:20.130
happening for an individual. And I'll
just say, if you're doing like outbound
409
00:24:20.130 --> 00:24:23.940
prospecting, a key attributes like that
we look for is a new VP of marketing
410
00:24:23.940 --> 00:24:27.050
and company. Um, that's an immediate
reach out for us. If somebody's within
411
00:24:27.050 --> 00:24:31.190
three months of starting as a new VP or
a new CMO, that's an immediate insight
412
00:24:31.190 --> 00:24:34.670
for us to be able to reach out. We have
an entirely automated system to tell us
413
00:24:34.670 --> 00:24:37.380
about that. And then, of course, we
reach out to them and say, Hey, your
414
00:24:37.380 --> 00:24:40.370
brand new at the company Looks like
you're you're probably gonna be looking
415
00:24:40.370 --> 00:24:43.470
Thio overhaul your marketing technology
stack. So that's an easy thing that I
416
00:24:43.470 --> 00:24:47.470
would say if you're a SAS company, say
you're in marketing tech or say, or
417
00:24:47.470 --> 00:24:51.000
even an insurance look for new CFOs
that accompany Hey, you!
418
00:24:51.010 --> 00:24:54.410
Congratulations on the new position.
Notice you just started. This could be
419
00:24:54.410 --> 00:24:57.230
all completely automated. You don't
actually have to know that. They just
420
00:24:57.230 --> 00:25:00.500
started. You could buy that data, and
that's a really, really good way to
421
00:25:00.500 --> 00:25:03.820
start that conversation. And Taylor
that and then the secondary part to
422
00:25:03.820 --> 00:25:06.920
that is try to make it so that you're
not wasting their time and add
423
00:25:06.920 --> 00:25:11.250
personalization to that email. Try to
make it as magical as possible, right?
424
00:25:11.250 --> 00:25:14.460
So and then leverage the direct mail.
Like I had talked about before. Right
425
00:25:14.470 --> 00:25:17.720
toe. Add in that extra magic like, Hey,
I sent you a piece of mail the other
426
00:25:17.720 --> 00:25:22.230
day. Did you get that? Every single
person who gets an email that says you
427
00:25:22.230 --> 00:25:26.120
just got mail from a is gonna look and
see if they got mail from you, and then
428
00:25:26.120 --> 00:25:28.530
they're gonna respond and say, No, it
hasn't arrived here. Yes, it has
429
00:25:28.530 --> 00:25:31.430
arrived. I'm talking about not
everybody but these air simple, multi
430
00:25:31.430 --> 00:25:34.400
channel things which we're gonna push
your conversions higher and get you
431
00:25:34.400 --> 00:25:37.870
going on. I think from an outbound
perspective for SAS, that's really,
432
00:25:37.870 --> 00:25:42.380
really helpful. So where you were you
buying subscriptions like this to find
433
00:25:42.380 --> 00:25:46.310
out if a new CFO started at a certain
segment of companies that you would
434
00:25:46.310 --> 00:25:48.510
sell to you, where you buying the
subscriptions? And are you buying a
435
00:25:48.510 --> 00:25:52.450
subscription of information that then
plugs into your marketing automation
436
00:25:52.450 --> 00:25:55.460
software? So it's just like each time
that happens and they find out about a
437
00:25:55.460 --> 00:25:59.460
new one, it just runs into your
marketing automation part, uh, flow.
438
00:25:59.940 --> 00:26:05.160
Yeah, I'm actually gonna try to pull up
a service right now. Get rocket signal,
439
00:26:05.170 --> 00:26:10.080
I think is one of the companies that
get rocket signals dot com, I think is
440
00:26:10.080 --> 00:26:14.650
one of the signals. I think that has
that. Unfortunately, I'm struggling to
441
00:26:14.650 --> 00:26:17.740
pull it up. But rocket signals is the
company that gives us a lot of that
442
00:26:17.740 --> 00:26:22.710
data as well for new hires. Um, there's
other services out there that give this
443
00:26:22.710 --> 00:26:26.160
stuff Thio, and I'm just trying to pull
up some of the different things. It
444
00:26:26.160 --> 00:26:30.980
used to be called Zen put or Zen reach.
I think it was enrich, and I can't
445
00:26:30.980 --> 00:26:34.030
remember what they become with their
new name was, but they were also
446
00:26:34.030 --> 00:26:37.010
another company that was able to really
be able to get you that that really
447
00:26:37.010 --> 00:26:42.450
time data. We use job postings I know
in our company as well as a secondary
448
00:26:42.450 --> 00:26:45.950
source of understanding that somebody's
gonna be leaving their job and to look
449
00:26:45.950 --> 00:26:49.350
at a new company. Rocket signals is the
one that we get new hires from. We have
450
00:26:49.350 --> 00:26:52.510
access to a lot of a piece that give us
a lot of information and deliver leads
451
00:26:52.510 --> 00:26:56.750
to us. Crunch base would be another
really good place of signals. They
452
00:26:56.750 --> 00:26:59.460
always tell you like somebody got
funded, somebody changed the role. They
453
00:26:59.460 --> 00:27:04.130
added. This new executive, that's a
huge channel for that stuff. Adding
454
00:27:04.130 --> 00:27:06.950
technologies to people's websites,
which is another common thing we use,
455
00:27:06.950 --> 00:27:10.560
which is I already mentioned, built
with clear bit, keeps us updated in
456
00:27:10.560 --> 00:27:13.260
regards to, like any other firm, a
graphic that stuff changes on a monthly
457
00:27:13.260 --> 00:27:17.470
basis for us. We use radar and some of
our clients mobile app that basically
458
00:27:17.470 --> 00:27:20.970
tell us when somebody's near anything.
That's a geo fence location. Typically,
459
00:27:20.970 --> 00:27:24.150
that's used for Hey, somebody's at this
location. Send them a push notification
460
00:27:24.150 --> 00:27:27.960
so they know you have ah free Whopper
in our situation. We're like, Hey, tell
461
00:27:27.960 --> 00:27:31.520
us that somebody's near our competitors
and send us a notification. So that way
462
00:27:31.520 --> 00:27:35.840
we know that they're doing something. I
remember you mentioned Zen reach, which
463
00:27:35.850 --> 00:27:38.880
isn't isn't what you said it was, but
I've used his in reach. It's actually
464
00:27:38.880 --> 00:27:43.600
more of, Ah, coffee shop bar marketing
automation system. So if someone walked
465
00:27:43.600 --> 00:27:47.550
into a coffee shop and you log into
their WiFi, they now know every time
466
00:27:47.550 --> 00:27:50.390
you walk into the coffee shop, whether
you log into the WiFi or not because of
467
00:27:50.390 --> 00:27:55.300
the I m. E code on your phone, which
you can't wipe. What that Zarkin
468
00:27:55.300 --> 00:27:58.810
automation tool. But it's for it's for
restaurants. Yeah, Zen reaches really
469
00:27:58.810 --> 00:28:01.190
good, and actually, one thing that's
really, really creepy, and I want
470
00:28:01.190 --> 00:28:05.090
everybody to know this about their
Alexa. Your Alexa is attached to your
471
00:28:05.090 --> 00:28:09.210
home WiFi and it as a thing called. I
think it's called Sidewalk in It. So
472
00:28:09.220 --> 00:28:12.900
every single person who walks by your
house as their phone passes your house,
473
00:28:12.910 --> 00:28:17.730
it connects to your wife. I and the I M.
E I number is connected to your thing,
474
00:28:17.730 --> 00:28:21.390
and they get access to your Internet
and Jeff Bezos tracks every single
475
00:28:21.390 --> 00:28:25.790
thing on. There's like three feature I
saw it on tick tock. But turn off
476
00:28:25.790 --> 00:28:30.710
sidewalk, turn off, save communication
history and then turn off like Ken.
477
00:28:30.710 --> 00:28:34.720
Listen to everything in your Alexa
because Alexa records every single
478
00:28:34.720 --> 00:28:38.640
thing you say and keeps it. And then
they email it to Jeff Bezos and he
479
00:28:38.640 --> 00:28:44.820
leads. It reads. It is his nighttime
story. All of this is true, except for
480
00:28:44.820 --> 00:28:48.130
the Jeff Bezos part at the end. But
Sidewalk is terrifying. He tracked. You
481
00:28:48.130 --> 00:28:52.350
wanted Thio. He could. That's the thing
if you could, but Zen reaches super
482
00:28:52.350 --> 00:28:55.600
cool as you pass by the locations.
That's good. Oh, man, the Internet is
483
00:28:55.600 --> 00:28:58.670
creepy, but I mean, just to take a step
further and just to help you understand
484
00:28:58.670 --> 00:29:03.370
of like where this gets super super
creepy and we see this happening. So as
485
00:29:03.370 --> 00:29:07.780
an example, we worked with the company
Keros. I can't remember his it's facial
486
00:29:07.780 --> 00:29:11.640
recognition and facial sentiment. So
basically Facebook, your profile images
487
00:29:11.640 --> 00:29:14.260
public your first and last name of
public. So people have basically
488
00:29:14.260 --> 00:29:17.310
downloaded all of Facebook, all of
Lincoln and all these things, and
489
00:29:17.310 --> 00:29:20.300
profiled all of the faces. So what
happens is these have been put into
490
00:29:20.300 --> 00:29:24.800
massive databases by Amazon and other
companies. So as Karros is basically
491
00:29:24.800 --> 00:29:28.340
tracking every person who walks into a
restaurant within a matter of a second,
492
00:29:28.340 --> 00:29:33.330
they automatically know within about a
95% accuracy who has just walked into
493
00:29:33.330 --> 00:29:35.930
the restaurant with their first name.
The last name would potentially any
494
00:29:35.930 --> 00:29:39.210
other attributes they know. They then
also know the sentiment of that person
495
00:29:39.210 --> 00:29:42.390
and contract that. So I don't know if
you've ever been target. But if you're
496
00:29:42.400 --> 00:29:46.830
at Target and you use the self, check
out. You use your credit card. You walk
497
00:29:46.830 --> 00:29:50.440
up to a screen that screen, recognize
you because there's a camera and your
498
00:29:50.440 --> 00:29:54.090
credit card gets attached to it. Target
then takes that credit card information
499
00:29:54.090 --> 00:29:58.160
that facial recognition maps it back to
Facebook that know exactly who you are.
500
00:29:58.170 --> 00:30:01.610
Credit card then gets map to experience
so they can download every bit of
501
00:30:01.610 --> 00:30:05.430
information. Do you like cars? Do you
like magazines? Do you drive a suburban
502
00:30:05.430 --> 00:30:09.680
all of this stuff and then they buy it
on the as we like to call it The red
503
00:30:09.680 --> 00:30:12.940
market right? It's red hot. Nobody
wants to know it's there and they use
504
00:30:12.940 --> 00:30:15.570
all that stuff so they can then predict
whether you're gonna be pregnant in the
505
00:30:15.570 --> 00:30:19.850
next six months so they can send you
ads like it is just the amount of
506
00:30:19.850 --> 00:30:25.790
personalization which is out there.
It's crazy, that's why. Text creepy to
507
00:30:25.790 --> 00:30:31.350
9154159011 And if you're well known on
the Internet, you'll understand how
508
00:30:31.350 --> 00:30:35.120
creepy the enrichment services I have,
because you'll get an email from me
509
00:30:35.130 --> 00:30:38.570
that has all the creepy information The
Internet knows about you. This is a new
510
00:30:38.570 --> 00:30:41.550
level of creepy man. I mean, I just
watched that documentary on Netflix. I
511
00:30:41.550 --> 00:30:44.620
can't remember what it's called, but
remember watching it being like, Yeah,
512
00:30:44.620 --> 00:30:47.120
we marketers have been all over this
for a while. There's nothing new in
513
00:30:47.120 --> 00:30:51.600
this documentary. That's surprising.
May social Dilemma, the social dilemma.
514
00:30:51.610 --> 00:30:55.480
I'm sure everybody was waking up the
fact that how deeply marketers were
515
00:30:55.480 --> 00:30:59.900
thinking about your interactions and
behaviors. I'm like, I'm only I'm not
516
00:30:59.900 --> 00:31:04.140
like a big player in this. I'm just a
small guy. I'm only spending $100,000
517
00:31:04.140 --> 00:31:07.690
on Facebook ads. I'm only spending I'm
only mean a small team, putting
518
00:31:07.690 --> 00:31:10.610
together marketing automation campaigns
and trying to tap into the available A
519
00:31:10.610 --> 00:31:13.780
p I s and Facebook marketing and all
that kind of stuff. And I know about
520
00:31:13.780 --> 00:31:16.350
this. I'm like, I can't imagine what
some people are doing it. Like at the
521
00:31:16.350 --> 00:31:21.760
top who were like Rhodes scholars and
stuff targets. The best man target is
522
00:31:21.760 --> 00:31:26.870
the best Look up. Target predicts
pregnancy of teenager and look up that
523
00:31:26.870 --> 00:31:31.660
story. And that was, like years ago.
Their data science team is legit now.
524
00:31:32.640 --> 00:31:36.390
Oh, cool. Man. This has been a fun
episode, and I hope everybody hearing
525
00:31:36.390 --> 00:31:40.090
it has gotten some great nuggets and
has texted both those numbers for some
526
00:31:40.090 --> 00:31:45.260
fun and a free book. Dan, wrap things
up. Working people learn more from you
527
00:31:45.270 --> 00:31:51.980
and about you. Yeah, so go to Maga
Daddio. So M c g a w dot io. Uh, check
528
00:31:51.980 --> 00:31:54.800
out our website so you can learn a lot
of stuff on there and follow me on.
529
00:31:54.800 --> 00:31:58.610
Linked in. It's just Daniel Mega. I'm
most active on LinkedIn. I don't do the
530
00:31:58.610 --> 00:32:01.200
whole Twitter thing, but check me out
on LinkedIn. I'm happy to have a
531
00:32:01.200 --> 00:32:05.590
conversation. Fantastic. Thanks again.
So much for joining us on the show
532
00:32:05.590 --> 00:32:11.630
today. Thanks for having me a Are you
on Lincoln? That's a stupid question.
533
00:32:11.640 --> 00:32:15.410
Of course you're on LinkedIn here.
Sweet fish. We've gone all in on the
534
00:32:15.420 --> 00:32:19.820
platform. Multiple people from our team
are creating content there. Sometimes
535
00:32:19.820 --> 00:32:24.280
it's a funny gift for me. Other times
it's a micro video or a slide deck. And
536
00:32:24.280 --> 00:32:28.240
sometimes it's just a regular all
status update that shares their unique
537
00:32:28.250 --> 00:32:32.600
point of view on B two B marketing
leadership or their job function were
538
00:32:32.600 --> 00:32:36.850
posting this content through their
personal profile, not our company page.
539
00:32:36.860 --> 00:32:40.940
And it would warm my heart and soul if
you connected with each of our
540
00:32:40.940 --> 00:32:45.050
evangelists, will be adding Mawr down
the road. But for now, you should
541
00:32:45.050 --> 00:32:50.190
connect with Bill Reed, R C 00 Kelsey
Montgomery, our creative director, Dan
542
00:32:50.190 --> 00:32:53.960
Sanchez, our director of audience
growth. Logan Lyles, our director of
543
00:32:53.960 --> 00:32:58.190
partnerships, and me, James Carberry.
We're having a whole lot of fun on
544
00:32:58.190 --> 00:33:01.510
linked in pretty much every single day
on. We'd love for you to be a part of
545
00:33:01.510 --> 00:33:01.760
it.