Transcript
WEBVTT 1 00:00:05.940 --> 00:00:09.230 welcome back to be to be growth. I'm Dan Sanchez with sweet Fish Media. And 2 00:00:09.230 --> 00:00:14.390 today I'm joined by Dan McGeough, who is the founder of my god dot io. Um, 3 00:00:14.390 --> 00:00:17.290 and to kick it off today, Dan, I like to come up with just interesting 4 00:00:17.290 --> 00:00:21.020 questions for our guests that they haven't been able to prepare for. And 5 00:00:21.020 --> 00:00:25.080 so today I want to ask you, like, what is a fun new marketing tool that you've 6 00:00:25.080 --> 00:00:29.740 discovered recently and is kind of like a fascination to you right now? Oh, 7 00:00:29.740 --> 00:00:33.040 that's a fantastic one because I discovered tools like all the time. I 8 00:00:33.040 --> 00:00:35.570 think they're too. Tools that were probably playing with the most right 9 00:00:35.570 --> 00:00:39.810 now is either convert flow dot com or right message because we're really 10 00:00:39.810 --> 00:00:42.340 trying to make sure that we can tailor that customers experience through 11 00:00:42.340 --> 00:00:45.800 progressive profiling. Those would probably be the two biggest today. Nice. 12 00:00:45.810 --> 00:00:49.730 I kind of figured you were a tech guy tool guy on the reason why, I figured 13 00:00:49.730 --> 00:00:54.910 that is because Dan is a technical wizard. His company is focused on 14 00:00:54.910 --> 00:00:58.610 marketing automation and helping B to B companies with with their automation 15 00:00:58.610 --> 00:01:02.330 and making it better. In fact, it's he says. It's not enough just to use 16 00:01:02.330 --> 00:01:05.319 marketing automation because it's there. But you want to make sure you use it to 17 00:01:05.319 --> 00:01:09.130 make magical experiences. And that's what we're going to dive into in this 18 00:01:09.130 --> 00:01:13.630 episode. And I have to give you some for warning that if this is gonna get 19 00:01:13.630 --> 00:01:16.610 pretty technical, I'm a technical marketer myself, and I'm probably gonna 20 00:01:16.610 --> 00:01:20.510 ask him technical questions. So if if you can't hang in, just, you know, 21 00:01:20.510 --> 00:01:23.280 listen to it on double time there's probably gonna be some amazing nuggets 22 00:01:23.280 --> 00:01:27.350 and ideas and small case studies, but will probably be digging into some 23 00:01:27.350 --> 00:01:30.910 stuff. I'll probably be asking some technical things, so just giving you 24 00:01:30.910 --> 00:01:35.540 that warning ahead of time that this is gonna be, Ah, very geeky episode. But 25 00:01:35.540 --> 00:01:38.110 the first thing I wanted to dive into is he was talking about in the 26 00:01:38.110 --> 00:01:42.490 preinterview what he's doing with text messages. And I love marketing 27 00:01:42.490 --> 00:01:47.040 automation in SMS because, let's be honest. A lot of people ignore email, 28 00:01:47.050 --> 00:01:50.310 but very few people ignore SMS when they're getting a text message there, 29 00:01:50.310 --> 00:01:55.030 checking it generally within 15 minutes, and while they're very simple, you 30 00:01:55.030 --> 00:01:58.750 could still load links in there which and multimedia like you could still do 31 00:01:58.750 --> 00:02:02.510 quite a bit with text messaging. So we'll see a lot of people doing nearly 32 00:02:02.510 --> 00:02:05.890 enough of it coming from a B to Seaworld myself. We were heavy in this, 33 00:02:05.890 --> 00:02:11.430 and I'm curious to see what Dan and his team is doing in that realm. Dan, tell 34 00:02:11.430 --> 00:02:14.860 us what you're doing there. Yeah, great question. So, I mean, text messages, A 35 00:02:14.860 --> 00:02:18.040 lot of fun. I think what we try to focus on the most is like one of the 36 00:02:18.040 --> 00:02:22.050 and I'll start out with an easy problem that we really faces. Um, I do a lot of 37 00:02:22.050 --> 00:02:24.400 speaking in public. Before cove it happened. I went to a lot of 38 00:02:24.400 --> 00:02:27.230 conferences and a big problem you have when you're out in public is you need 39 00:02:27.230 --> 00:02:29.800 to be able to capture leads. And when you're at a conference and you speak in 40 00:02:29.800 --> 00:02:33.140 front of 1000 people, you're not getting any leads from that, right? The 41 00:02:33.140 --> 00:02:36.740 conference has all that unless you buy the leads list. So the initial problem 42 00:02:36.740 --> 00:02:39.970 that we started out with is I need the ability for somebody to be able to text 43 00:02:39.970 --> 00:02:43.950 me something that would be fun. so they could get something free in return. So 44 00:02:43.950 --> 00:02:46.980 something that they're gonna get. So hey, get my slides because everybody's 45 00:02:46.980 --> 00:02:50.320 like, Hey, go to my slides It bitterly this and like whatever. Nobody goes to 46 00:02:50.320 --> 00:02:53.520 the bitterly like So we decided to come up with something easy, which is like, 47 00:02:53.520 --> 00:03:00.190 Hey, listen, if you text Martek to this number 4159159011 I'll send you a free 48 00:03:00.190 --> 00:03:04.030 copy of my book and my tech spot will take care of all the work. And people 49 00:03:04.030 --> 00:03:07.690 always like what I get a free copy of your book if I text this number. And 50 00:03:07.690 --> 00:03:10.650 what people don't realize is when they text that it actually connect with our 51 00:03:10.650 --> 00:03:14.540 marketing automation to autopilot, so autopilots connected in with twilio. 52 00:03:14.550 --> 00:03:18.460 When it sees the word Martek, it creates a new lead record in our system, 53 00:03:18.540 --> 00:03:21.640 so it saves their phone number for us, and then the first thing it text back 54 00:03:21.640 --> 00:03:24.750 to them is Hey, thanks so much for asking for a free copy of dance book. 55 00:03:24.840 --> 00:03:27.790 What's your email address? Just in case if we need a way to follow up with you, 56 00:03:27.790 --> 00:03:31.130 and where are we going to send the tracking information for that book on? 57 00:03:31.140 --> 00:03:34.790 People would respond back with Dan Amiga, Dario, whatever their email 58 00:03:34.790 --> 00:03:38.440 addresses and because we're using autopilot that gets saved is part of 59 00:03:38.440 --> 00:03:42.560 their lead record. The cool thing is, is that autopilot bought would look for 60 00:03:42.560 --> 00:03:45.490 that, save that in the field and then send them another question. So, as an 61 00:03:45.490 --> 00:03:48.830 example, what's your first name? Which your last name, What's your address? 62 00:03:48.830 --> 00:03:51.480 What's your city and all that stuff? And it would go through this full 63 00:03:51.480 --> 00:03:54.440 conversation and they would send us all of their information, and then it would 64 00:03:54.440 --> 00:03:57.650 end up with Hey, we've got all of your information. Click on this link and 65 00:03:57.650 --> 00:04:01.230 confirm it for us. So of course they would click on that link. They then go 66 00:04:01.230 --> 00:04:04.370 to our website. Our website then automatically identifies them because 67 00:04:04.370 --> 00:04:08.160 we have their email. It pre fills out the entire form because of all the 68 00:04:08.160 --> 00:04:11.320 information they gave us. And all I have to do is click submit, and the 69 00:04:11.320 --> 00:04:15.120 book is automatically shipped to them from our website. But lo and behold, we 70 00:04:15.120 --> 00:04:19.459 just captured their address, their name, their email, all of that stuff and 71 00:04:19.459 --> 00:04:22.930 personalize that experience to them. Naturally, they get the book. They're 72 00:04:22.930 --> 00:04:26.300 super impressed. They feel magical. They have a bought, they're all pumped 73 00:04:26.300 --> 00:04:30.370 up. But the interesting thing for us is that we follow up. That with is, well, 74 00:04:30.370 --> 00:04:34.130 is additional communication with them through that text. But again, we also 75 00:04:34.130 --> 00:04:37.210 follow up with them via email. So we now we're going to start to approach 76 00:04:37.210 --> 00:04:39.960 them through various channels. But what's even more importantly is we 77 00:04:39.960 --> 00:04:42.700 identified them on our website, so we're able to cookie them on their 78 00:04:42.700 --> 00:04:46.920 mobile device. So now anywhere they go, they see my ad and they see my face all 79 00:04:46.920 --> 00:04:50.710 over the Internet basically to buy our services, and we're constantly trying 80 00:04:50.710 --> 00:04:54.640 to close that loop in other places. But that's an easy first. Stabat some of 81 00:04:54.640 --> 00:04:58.850 the easy stuff that we've done on SMS, which is just a lot of fun. It's nice. 82 00:04:58.860 --> 00:05:01.900 I like the fact that you can go from speaking on stage to getting them 83 00:05:01.900 --> 00:05:05.480 through this Essentially many funnel because they still have to go through a 84 00:05:05.480 --> 00:05:09.110 little baby steps through the baht, right? I'm sure you have follow up 85 00:05:09.110 --> 00:05:12.470 systems if they give you their email But then they don't give you the 86 00:05:12.470 --> 00:05:15.930 address. Then probably an email kicks in to ask for the address. Right? Um, 87 00:05:15.940 --> 00:05:18.860 help them finish it up if they don't, cause there's probably a drop off right 88 00:05:18.860 --> 00:05:22.440 each step. But then it's kind of like they get once they finish it, like, man, 89 00:05:22.440 --> 00:05:24.970 they probably go through the gauntlet. Because now you have the phone number. 90 00:05:24.980 --> 00:05:28.170 You have their address, You know where they came from. You have their name, 91 00:05:28.180 --> 00:05:31.350 and you can hit them on all the channels, hopefully adding value along 92 00:05:31.350 --> 00:05:37.150 the way. But let's be they're not gonna forget you, that's for sure. You're 93 00:05:37.150 --> 00:05:40.450 gonna be following them around for some time, which is pretty nice. Especially 94 00:05:40.450 --> 00:05:43.680 if you're following with good value afterwards. Um, what are some other 95 00:05:43.680 --> 00:05:46.760 creative things you've seen in text? Yeah, Yeah, really, Really. Good 96 00:05:46.760 --> 00:05:49.730 question in regards that. So we do a lot of types of reminders with people. 97 00:05:49.730 --> 00:05:52.920 Text 11 You have to be able to get their their text message, right? And 98 00:05:52.920 --> 00:05:56.100 just heard some other easy sign up stuff like we've recommended. A lot of 99 00:05:56.100 --> 00:05:59.950 people use text message for their loyalty programs. Right. So instead of 100 00:05:59.950 --> 00:06:02.900 being like, hey, sign up too stupid, long form that I want you to fill out 101 00:06:02.900 --> 00:06:06.530 on paper, my brick and mortar location. And I'll give you this plastic card to 102 00:06:06.530 --> 00:06:09.900 say, Hey, sign up for a loyalty program text loyal to this number and they're 103 00:06:09.900 --> 00:06:13.340 automatically added. So we've seen a lot of companies basically do that. And 104 00:06:13.340 --> 00:06:16.620 then after they actually get people into that loyalty program, they're 105 00:06:16.620 --> 00:06:19.730 trying to connect the dots, of course, using their pos. But what they start to 106 00:06:19.730 --> 00:06:23.660 do is then, of course, actually send those people their promotions, whatever 107 00:06:23.660 --> 00:06:27.040 they may like, basically through that system. So, of course, if you are a 108 00:06:27.040 --> 00:06:30.130 Snow Caron ice cream company right, you're naturally going to be able to 109 00:06:30.130 --> 00:06:33.110 send people free. Promo is Get them back into the store. Hey, come in with 110 00:06:33.110 --> 00:06:36.110 this text will be able to give you these items. Those are some of the easy 111 00:06:36.110 --> 00:06:39.470 ways to be able to kick those journeys off, but the big things that we try to 112 00:06:39.470 --> 00:06:42.800 focus on with text because I think the problem with Texas that you have to 113 00:06:42.800 --> 00:06:46.620 remember it's annoying as hell, right? It's not like email where I could 114 00:06:46.620 --> 00:06:50.480 ignore it. If I get a text message, I'm immediately looking at my phone. So if 115 00:06:50.480 --> 00:06:53.940 it's spammy, it's not gonna be something I pay attention to. So we 116 00:06:53.940 --> 00:06:58.020 highly recommend for people to do it mainly based upon somebody requesting a 117 00:06:58.020 --> 00:07:01.300 text reminder. Somebody asking to be reminded about something or some sort 118 00:07:01.300 --> 00:07:05.450 of behavior trigger, Right? So when you get my book gets delivered to you as an 119 00:07:05.450 --> 00:07:08.040 example, you'll receive a text message saying, Hey, just so you know, we were 120 00:07:08.040 --> 00:07:11.330 made aware that the book arrived. Check your door. Let us know if it's not 121 00:07:11.330 --> 00:07:14.480 their reply. Yes, if it's not there, but as a secondary of that, you're 122 00:07:14.480 --> 00:07:18.090 going to get a text message from us. Also five days later, that's gonna say, 123 00:07:18.090 --> 00:07:20.600 Hey, listen, we just wanted to see if you had a chance to start reading the 124 00:07:20.600 --> 00:07:24.400 book. Respond back with five If it's gonna take you five days to read it and 125 00:07:24.400 --> 00:07:26.850 things like that. We're trying to constantly be able to capture 126 00:07:26.850 --> 00:07:30.580 information, but we're also trying to make it so that they can also tell us 127 00:07:30.580 --> 00:07:34.160 to go away. But we're not trying to send them constant promotions because 128 00:07:34.340 --> 00:07:38.690 spam in your inbox is even worse when it's in your SMS, and all they have to 129 00:07:38.690 --> 00:07:41.940 do is response. Stop and you're blocked forever. So it's It's really, really 130 00:07:41.940 --> 00:07:46.490 hard. Yeah, so it's interesting. I've always wondered like it's it's not hard 131 00:07:46.490 --> 00:07:49.320 to continue a text message campaign if they've started with text because 132 00:07:49.320 --> 00:07:51.850 you've set the expectation from the beginning, they've given you permission 133 00:07:51.850 --> 00:07:56.300 to get in their inbox. Have you ever found an excuse? That's like not cringe, 134 00:07:56.300 --> 00:07:59.690 E, but like a good way to start initiating text message conversations 135 00:07:59.690 --> 00:08:03.180 because you have their mobile number. How do you go get them from being an 136 00:08:03.190 --> 00:08:06.080 email subscriber or someone who's just visiting your website or they're 137 00:08:06.090 --> 00:08:09.490 interacting with you in a different way to text message, if not at first 138 00:08:09.490 --> 00:08:13.520 initiated there? Yeah. I mean, the common thing that everybody does is 139 00:08:13.520 --> 00:08:16.360 they just start, just start texting them, right? So, But the way that we 140 00:08:16.360 --> 00:08:19.360 try to look at that is we try to associate it with something that 141 00:08:19.360 --> 00:08:21.970 they're gonna wanna be reminded about. It's something which is going to create 142 00:08:21.970 --> 00:08:25.880 value, just telling me I get 20% off via text messages. That's not where our 143 00:08:25.880 --> 00:08:28.780 relationship has started. That's chances are I'm just gonna hit stop, 144 00:08:28.790 --> 00:08:32.610 right, because I'm not that interested in their 20% discount. So you really do 145 00:08:32.610 --> 00:08:35.100 want to make sure that it's focused much more on something that's timely, 146 00:08:35.100 --> 00:08:38.570 something that's an important reminder, Um, in our company. And I'm gonna try 147 00:08:38.570 --> 00:08:40.659 to use our company cause I can't tell you all the things I talk about with 148 00:08:40.659 --> 00:08:44.460 our clients. But it's gonna be Hey, you signed up for this webinar. The webinar 149 00:08:44.460 --> 00:08:47.780 starts in an hour. Here's a link. So that way, if you can't make it to your 150 00:08:47.780 --> 00:08:50.530 desk, click on the link and you can see it from your phone. So we're just 151 00:08:50.530 --> 00:08:53.620 trying to use them as helpers. I think that's where I see a lot of companies 152 00:08:53.620 --> 00:08:58.060 kind of go wrong eyes. They try to use it as a hard core marketing channel. 153 00:08:58.540 --> 00:09:02.870 Yep, it's definitely more utilitarian. It's ah, utility tool. If you're 154 00:09:02.880 --> 00:09:05.570 looking at it that way, and how that marketing automation can work, it could 155 00:09:05.570 --> 00:09:10.690 be a an assist to the marketing. Do you ever use it for content, though? That's 156 00:09:10.690 --> 00:09:13.540 something I've wondered. I've seen Gary V experiment with it in creating 157 00:09:13.540 --> 00:09:17.640 communities and stuff like, Where else have you seen? Content is played in 158 00:09:17.640 --> 00:09:21.590 text messages. There's definitely a content service out there in the camera 159 00:09:21.590 --> 00:09:24.460 what it's called. But Gary V, I think, is one of the people that super 160 00:09:24.470 --> 00:09:27.340 something around community. It's like community dot Co. I can't really what 161 00:09:27.340 --> 00:09:30.850 it is, but basically like people. You text it and then you get part of their 162 00:09:30.850 --> 00:09:33.510 community. So whenever they put out content it, text you and makes you 163 00:09:33.510 --> 00:09:36.990 aware like Hey, join this thing. I'm not a big fan of those just because 164 00:09:36.990 --> 00:09:40.720 that's not how I use text messages. But I do know that like when you have fans 165 00:09:40.720 --> 00:09:43.880 only account, maybe you will send text messages to get people to be aware that 166 00:09:43.880 --> 00:09:47.740 you have new content, especially when push notifications were turned off, eh? 167 00:09:47.740 --> 00:09:51.720 So there is definitely that opportunity once again for most of the use cases 168 00:09:51.720 --> 00:09:55.740 that we see that are really being helpful. It's about somebody wanting 169 00:09:55.740 --> 00:09:58.580 something from you on that channel, right? So they really have to have a 170 00:09:58.580 --> 00:10:02.070 need for you to send them a text message, and they should be the one who 171 00:10:02.070 --> 00:10:06.250 basically designs that right, So that's gonna be like once again, somebody 172 00:10:06.250 --> 00:10:10.180 needs something. It should be a value add to make the experience better. So 173 00:10:10.180 --> 00:10:12.940 that way they could be alerted or notified because that's that's the 174 00:10:12.940 --> 00:10:15.950 thing we have to remember. Text is not a marketing channel. It's a 175 00:10:15.950 --> 00:10:19.720 communication channel. It's really, really done differently than email 176 00:10:19.720 --> 00:10:23.510 because an email you haven't inbox that you don't check with text, you always 177 00:10:23.510 --> 00:10:27.110 check it. So it's a much different medium. So it's really gonna be about, 178 00:10:27.110 --> 00:10:31.900 like, important and timely messages that need to be looked at now as a 179 00:10:31.900 --> 00:10:35.940 podcaster and marketer. I've certainly been thinking about how to use texting 180 00:10:35.950 --> 00:10:39.290 with podcast, cause obviously they're usually listening on their phone, their 181 00:10:39.290 --> 00:10:42.060 phones on them, and they're on the go, which means they're not gonna be going 182 00:10:42.060 --> 00:10:46.860 to a website necessarily unless it's really good right now. But it just 183 00:10:46.860 --> 00:10:51.000 seems like a good opportunity to get leads or toe walked into a a different 184 00:10:51.000 --> 00:10:54.680 part of the journey, or at least to get even invite conversation to invite 185 00:10:54.690 --> 00:10:59.890 questions on a podcast episode. It's not live, but e don't know something 186 00:10:59.900 --> 00:11:02.800 interesting there, probably something we'll be experimenting with it on this 187 00:11:02.800 --> 00:11:07.100 show in the future. But we'll see. Can I give you an idea? Sure. So there's 188 00:11:07.100 --> 00:11:10.000 two things that I would look at it a podcast, right? So because naturally I 189 00:11:10.000 --> 00:11:13.390 do lots of these. I do for 4 to 8 podcast a month, right? So I see a lot 190 00:11:13.390 --> 00:11:16.790 of these amazing shows. There's two things that we would automatically look 191 00:11:16.790 --> 00:11:20.550 at just like that conference situation, right? I don't have any access to the 192 00:11:20.550 --> 00:11:23.090 people that are listening to this. They are completely on their phone and we 193 00:11:23.090 --> 00:11:29.200 have no connection to them. So, like I said earlier, Goto 4159159011 and text 194 00:11:29.200 --> 00:11:33.010 that number Martek, and go through that bought. Well, look, now I just got all 195 00:11:33.010 --> 00:11:35.490 the leads from the people that are in your audience, right, because they want 196 00:11:35.490 --> 00:11:39.680 a free copy of my book. So that's the natural obvious one to go for now, In 197 00:11:39.680 --> 00:11:43.080 your case, an interesting thing that I would highly recommend if I was doing a 198 00:11:43.080 --> 00:11:46.020 podcast which hopefully we're gonna work with your company one day to do a 199 00:11:46.020 --> 00:11:51.220 podcast. I joked about that earlier. I would roll out polls because since 200 00:11:51.230 --> 00:11:54.380 everybody's listening to this at a different time, you have no way to have 201 00:11:54.380 --> 00:11:57.290 a web interface to say, Hey, why don't you click on this thing now? If you 202 00:11:57.290 --> 00:12:01.560 said Hey, listen, what I want you to do is we want to find out who on this 203 00:12:01.560 --> 00:12:06.130 podcast is things. SMS is the next thing I want you to text. Yes. 204 00:12:06.140 --> 00:12:12.710 24159159011 if you are interested in rolling out podcast and text No, if 205 00:12:12.710 --> 00:12:15.830 you're not, And then when that podcast response or excuse me, that text 206 00:12:15.830 --> 00:12:19.300 message comes in or you can use 10 different variables. Whatever you wanna 207 00:12:19.300 --> 00:12:22.580 have is the promotion. Just respond back with whatever the results were of 208 00:12:22.590 --> 00:12:25.250 everybody that's listening to the podcast, and you've just created as a 209 00:12:25.250 --> 00:12:28.570 podcast owner away to capture their information, their lead information. 210 00:12:28.580 --> 00:12:31.600 But you've also made something that's engaging, which provides the listener 211 00:12:31.600 --> 00:12:35.470 value, which is I could give this response and see what all the other, uh, 212 00:12:35.480 --> 00:12:39.240 dodo birds that responded to this is well did as well, Which is that value 213 00:12:39.240 --> 00:12:42.350 of knowing the survey response. So lots of different ways to do it in that. And 214 00:12:42.350 --> 00:12:46.510 that's where going back to the point of SMS stop using it is a damn spam 215 00:12:46.510 --> 00:12:49.930 channel, right? Like use it for something that's engaging. We have the 216 00:12:49.930 --> 00:12:54.420 technology, and it's not even hard. That's good. What tool is your favorite 217 00:12:54.420 --> 00:12:58.050 texting tool? Um, I know you said Twilio and autopilot, though I find 218 00:12:58.050 --> 00:13:01.830 that it's been a while since I've been on that combination. Probably over a 219 00:13:01.830 --> 00:13:05.350 year. I found it pretty limited as far as what it could actually do unless you 220 00:13:05.350 --> 00:13:10.610 were like a twilio developer of some kind. Are you customizing the heck out 221 00:13:10.610 --> 00:13:13.700 of Twilio, or is autopilot actually added more stuff to be able to do that 222 00:13:13.700 --> 00:13:17.350 on Yeah, so it's e don't get me wrong. The connection between Twilio on 223 00:13:17.350 --> 00:13:21.070 autopilot could be a little confusing, right? So definitely like hire a $50 up 224 00:13:21.070 --> 00:13:23.270 work developer and they'll be able to make sure that you get going if you 225 00:13:23.270 --> 00:13:26.460 can't figure it out on your own. But the actual application that you use 226 00:13:26.470 --> 00:13:30.520 inside of autopilot is actually pretty robust, so hey, you can receive a text 227 00:13:30.520 --> 00:13:34.380 message when it has this variable save this here. It doesn't do any, like 228 00:13:34.380 --> 00:13:37.420 parsing or anything like that. So there are some, like, kind of things you have 229 00:13:37.420 --> 00:13:41.240 to work around. I think text it was the other one that we had seen a lot of 230 00:13:41.240 --> 00:13:44.860 companies use. And then, um, when you're like a big enterprise company, 231 00:13:44.860 --> 00:13:47.650 right, of course you could build whatever you want. We see for a lot of 232 00:13:47.650 --> 00:13:50.880 e commerce companies them using a company called Blue Shift, their 233 00:13:50.880 --> 00:13:54.980 customer data platform. But that's more about sending compared to receiving. 234 00:13:54.990 --> 00:13:57.980 And that's the big difference is not all the services allow you to receive. 235 00:13:57.980 --> 00:14:02.790 They allow you just sent? Yeah, actually prefer long codes versus short 236 00:14:02.790 --> 00:14:06.190 code so that you can kind of flying under the radar a little bit better and 237 00:14:06.190 --> 00:14:09.010 people don't know short code Sometimes I don't know if you've run into this, 238 00:14:09.010 --> 00:14:11.460 but people like they're like, Wait, where is the rest of the numbers? 239 00:14:11.460 --> 00:14:15.150 Especially if it's like baby boomers or something. They're just, like, been 240 00:14:15.150 --> 00:14:18.090 missing numbers I'm like, So I like giving the long code. It actually seems 241 00:14:18.090 --> 00:14:21.770 more like a real number, especially if I call from that number, which I don't 242 00:14:21.770 --> 00:14:24.700 think you can call from short codes, right? But a lot of times I might 243 00:14:24.700 --> 00:14:27.640 follow up with an actual phone call from the same number. And if already in 244 00:14:27.640 --> 00:14:32.630 a texting conversation, they recognize it. Take the call versus not right. 245 00:14:32.640 --> 00:14:35.740 There's a cool technology that I forgot about, especially for sales people. 246 00:14:35.740 --> 00:14:40.880 It's called sales message, so sales msg dot com Not to be confused with the MSG 247 00:14:40.880 --> 00:14:44.660 from Bourbon Chicken, but sales. Msg dot com They're integrated in with Hub 248 00:14:44.660 --> 00:14:48.800 Spot. There's is pretty cool. My buddy Chris Bryson owns that company because 249 00:14:48.800 --> 00:14:51.560 it allows you to have two way conversation from your cell phone and 250 00:14:51.560 --> 00:14:55.410 things like that through Hub Spot, but mainly used for sales. That was another 251 00:14:55.410 --> 00:14:59.090 really cool texting technology, which I see a lot of companies using now. 252 00:14:59.100 --> 00:15:02.730 Awesome. So moving on from text. I wanted to learn more about you, said 253 00:15:02.730 --> 00:15:06.060 Direct Mail, and I just got excited because, honestly, even as a digital 254 00:15:06.060 --> 00:15:10.850 marketer, I know that like if you can hit direct mail well, like as not in 255 00:15:11.240 --> 00:15:14.080 sending mail to people who have no idea who you are, but you're using it as 256 00:15:14.080 --> 00:15:18.370 part of your funnel, it's magic because people don't expect it anymore. You 257 00:15:18.370 --> 00:15:21.790 send a letter and you're a tech company. They're just blows their mind. 258 00:15:21.790 --> 00:15:25.810 Sometimes, even if it's boring, they still notice it, right? So what are you 259 00:15:25.810 --> 00:15:29.280 doing with direct mail and automation? Yeah, Really, Really. Good question. 260 00:15:29.280 --> 00:15:32.100 And once again, like you don't have to do this with autopilot. There's 261 00:15:32.100 --> 00:15:35.670 multiple other technologies that do this. There's a company called lob dot 262 00:15:35.670 --> 00:15:41.320 com, so l o b dot com that makes direct mail really, really easy on. Basically, 263 00:15:41.320 --> 00:15:45.720 you can use their product if you import your emails and home addresses to it. 264 00:15:45.720 --> 00:15:48.500 You could basically send whatever you want. You could do batch and blast and 265 00:15:48.500 --> 00:15:52.110 stuff like that. So what we've tried to do is make sure that we actually add to 266 00:15:52.110 --> 00:15:55.420 the customer journey by using direct mail. So as an example, when somebody 267 00:15:55.420 --> 00:15:58.940 orders my book, we manage that through a direct mail integration in with 268 00:15:58.940 --> 00:16:02.340 Santoso and Lob and as well as some other services. So when somebody does 269 00:16:02.340 --> 00:16:06.940 that text message experience with us, we get their email address. We also get 270 00:16:06.940 --> 00:16:09.860 their direct mail address, so naturally they're going to get a copy of that 271 00:16:09.860 --> 00:16:12.760 book, and they're going to receive a digital experience with us that's gonna 272 00:16:12.760 --> 00:16:16.340 happen online through email. Also, through retargeting and things like 273 00:16:16.340 --> 00:16:19.780 that. They're gonna get a copy of my book. And then if they don't do certain 274 00:16:19.780 --> 00:16:22.710 actions, or if they do do certain actions were gonna then send them 275 00:16:22.710 --> 00:16:26.180 postcards. Those postcards are going to be tailored to them, and one of the 276 00:16:26.180 --> 00:16:31.090 common ones that we use is we learn the technology that your site uses. So just 277 00:16:31.090 --> 00:16:33.750 to use my business is an example, because it's really easy. We 278 00:16:33.750 --> 00:16:36.420 specifically sell the companies that are trying to improve their marketing, 279 00:16:36.420 --> 00:16:39.980 technology, marketing, automation or analytics, but we like certain 280 00:16:39.980 --> 00:16:43.760 technologies. So if you're using segment autopilot or amplitude on your 281 00:16:43.760 --> 00:16:47.090 website, we know that we have an integration with Built with that 282 00:16:47.090 --> 00:16:50.480 directly integrates in with our site integration with our sales force in our 283 00:16:50.480 --> 00:16:53.920 autopilot. And what happens is when you give us your email, it has a domain. It 284 00:16:53.920 --> 00:16:57.470 pings that service and tells us the technology you have. If it sees one of 285 00:16:57.470 --> 00:17:01.110 those technology segment equals true, it's then going to take that variable. 286 00:17:01.110 --> 00:17:05.319 Send that over to autopilot. It's then gonna put in. Hey, Joe, we noticed that 287 00:17:05.319 --> 00:17:08.990 you're using segment on your site. We recently sent you a copy of Dance Free 288 00:17:08.990 --> 00:17:12.880 Book and we sent it to this address. We just wanted to make sure that you have 289 00:17:12.880 --> 00:17:16.030 a flyer about some of the information that we want to teach you about. 290 00:17:16.030 --> 00:17:19.849 Segment, Right? As an example, they then get this direct mail, and the 291 00:17:19.849 --> 00:17:23.349 first thing they go was like, How did they know? I use segment, right? How 292 00:17:23.349 --> 00:17:27.069 did they know I have these technologies? Is anybody like waving the creepy flag 293 00:17:27.069 --> 00:17:30.790 and calling you back? Or is it more? Is it good or bad? I'm sure there's some 294 00:17:30.790 --> 00:17:34.280 people that are freaked out by, but most people don't really think too much 295 00:17:34.280 --> 00:17:39.240 about it, But we definitely have. One of my talks is about creepy. So if you 296 00:17:39.240 --> 00:17:45.480 want to see the creepy flow text creepy to 4159159011 You'll get something 297 00:17:45.480 --> 00:17:50.020 creepy in your email A Zilong as you are not in the Martek flow but yes, 298 00:17:50.020 --> 00:17:52.940 Sometimes people are like How do they know this stuff? But that's actually 299 00:17:52.940 --> 00:17:56.360 where the magic comes from, right and that's what people really, really look 300 00:17:56.360 --> 00:18:00.070 for is when they were getting. They get something that they never expected 301 00:18:00.070 --> 00:18:03.190 could be possible. And that's where the magic really comes into play. And those 302 00:18:03.190 --> 00:18:07.150 postcards tell you the four reasons why you should use it segment or the four 303 00:18:07.150 --> 00:18:10.460 reasons why you should use amplitude on git resonates with them because they 304 00:18:10.460 --> 00:18:13.870 naturally have that technology and it connects them directly with us because 305 00:18:13.870 --> 00:18:17.090 it wasn't something that they were expecting. So that's just one of the 306 00:18:17.090 --> 00:18:20.400 ways that you could use direct mail. Yep, you're doing anything beyond 307 00:18:20.400 --> 00:18:24.050 postcards and postcards is kind of like it's just showcasing what you do and 308 00:18:24.050 --> 00:18:26.560 how much information, you know. I mean, it's kind of nice for you guys, because 309 00:18:26.560 --> 00:18:31.410 you can put that information to use, and it's it's almost novel in itself. 310 00:18:31.420 --> 00:18:35.530 But I'd love to hear if you if it's possible to get, like, one case study 311 00:18:35.530 --> 00:18:38.420 of direct mail that you're using for a customer without sharing the customer's 312 00:18:38.420 --> 00:18:42.690 name or whatever. That's not a marketing automation technology company. 313 00:18:42.700 --> 00:18:45.350 Like how you putting some of that information to use and direct mail? 314 00:18:45.940 --> 00:18:51.720 Yeah, so we work with a large insurance company. They dio auto insurance, home 315 00:18:51.720 --> 00:18:54.840 insurance and things like that. So what we have is we have a direct mail 316 00:18:54.840 --> 00:18:57.740 service which is immediately attached their sales force Marketing Cloud 317 00:18:57.750 --> 00:19:00.930 Salesforce Marketing Cloud. Basically, when an attributes happens, we send a 318 00:19:00.930 --> 00:19:04.580 Web hook over to the direct mail service, the direct mail service eyes 319 00:19:04.580 --> 00:19:08.610 basically sending out those letters. So those letters that are sent out to 320 00:19:08.610 --> 00:19:11.270 those people are basically because they hit a certain credit score because they 321 00:19:11.270 --> 00:19:14.390 had a life attributes. So we're basically pulling in data from all 322 00:19:14.390 --> 00:19:17.660 kinds of other third party services. Whether that be experience or anything 323 00:19:17.660 --> 00:19:21.940 else like that, these air basically purchase lists as that data comes into 324 00:19:21.940 --> 00:19:25.800 us, these air former customers or people who are in a prospect list as 325 00:19:25.800 --> 00:19:28.530 that data is coming to us, and we're starting to see that somebody's above a 326 00:19:28.530 --> 00:19:32.740 700 credit score or somebody recently purchase house. What happens is market 327 00:19:32.740 --> 00:19:35.750 or excuse me, Salesforce Marketing Cloud then sends an A P I call to say, 328 00:19:35.750 --> 00:19:39.670 send this direct mail mailer those we're all gonna be enveloped mailers 329 00:19:39.670 --> 00:19:42.970 because they are things that we don't want like the public to see. And inside 330 00:19:42.970 --> 00:19:46.530 that mailer may say, Congratulations on the new purchase of your home. We're 331 00:19:46.530 --> 00:19:49.650 here whenever you need to have home insurance or auto insurance things like 332 00:19:49.650 --> 00:19:53.900 that because this insurance company is selling to hire more fluent buyers. 333 00:19:53.900 --> 00:19:57.250 They're not like trying to compete with Geico. When somebody has a higher 334 00:19:57.250 --> 00:20:00.310 credit score, we're going to send them auto insurance, quotes things like that. 335 00:20:00.320 --> 00:20:04.020 So there's a lot of different ways that you can leverage those technologies. Um, 336 00:20:04.030 --> 00:20:06.510 but I will say, when you're working with a large insurance company like 337 00:20:06.510 --> 00:20:11.180 this, um, it's nowhere near is easy because they're using like old archaic 338 00:20:11.180 --> 00:20:15.280 systems, but definitely all still really, really possible. And the last 339 00:20:15.280 --> 00:20:19.770 thing that I would say that I would love to do is that we like taking data 340 00:20:19.770 --> 00:20:24.310 from all kinds of enrichment sources on using that. And there's a technology 341 00:20:24.310 --> 00:20:28.150 out there. It's called small Body, I think is what it is. It's a small 342 00:20:28.150 --> 00:20:32.020 business enrichment service. Eso It knows all the attributes about small 343 00:20:32.020 --> 00:20:35.700 businesses, but it makes it really, really easy to get the fire signals of 344 00:20:35.700 --> 00:20:38.900 what's going on there and then the address and then you can send direct 345 00:20:38.900 --> 00:20:42.840 mail to those people. And once again you could do that using autopilot or 346 00:20:42.840 --> 00:20:46.060 any other technology that's integrated in with Lotto. Automate that whole 347 00:20:46.060 --> 00:20:50.080 experience. Be interesting to see, even using it as an A B M campaign. If you 348 00:20:50.080 --> 00:20:55.070 had a list of ideal buyers but didn't know as much about them as you'd like, 349 00:20:55.080 --> 00:20:59.320 what kind of sources usually tapping into to enhance the information around 350 00:20:59.320 --> 00:21:03.900 their their company or the individual buyers within it? Yeah, just to make 351 00:21:03.900 --> 00:21:06.600 sure I understand. So you have one lead at a company, but you want to expand 352 00:21:06.600 --> 00:21:09.340 out to the entire account and try to get other decision makers involved 353 00:21:09.340 --> 00:21:11.690 there, too. Is that kind of the question, right? We're just more 354 00:21:11.690 --> 00:21:14.950 information about the company. Like, how big is the company? How many 355 00:21:14.950 --> 00:21:18.470 employees they have if they're public like, what was the revenue like, how 356 00:21:18.480 --> 00:21:22.500 How big company is it exactly? It's right. You can scrape list from things 357 00:21:22.500 --> 00:21:25.570 like Angel List, but you don't always have all the information you like, 358 00:21:25.580 --> 00:21:29.520 right? Yeah. The most common one that people were using for a long time is a 359 00:21:29.520 --> 00:21:32.790 company called clear bit dot com. they integrate in with Salesforce market. 360 00:21:32.790 --> 00:21:36.470 All that stuff, they have a great AP I They have a CSB import thing and clear, 361 00:21:36.470 --> 00:21:39.330 but would enable you with an email address to automatically be able to get 362 00:21:39.330 --> 00:21:42.710 anybody's information right. So you get firm a graphic demographic and techno 363 00:21:42.710 --> 00:21:46.100 graphic, which is really valuable to us. I now know all the technologies that 364 00:21:46.100 --> 00:21:49.280 are on your website, which is super, super helpful, even if you're not in a 365 00:21:49.280 --> 00:21:52.170 business like me. Knowing the technologies that are on another 366 00:21:52.170 --> 00:21:54.430 businesses site really helps you understand how much money they're 367 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 369 00:22:01.740 --> 00:22:05.330 spend any money, so it definitely good signals for other other people. Clearly, 370 00:22:05.330 --> 00:22:08.310 it's a really, really good technology for that. I would also recommend built 371 00:22:08.310 --> 00:22:11.350 with built with dot com, which is specifically for knowing the 372 00:22:11.350 --> 00:22:14.880 technologies on people's sight, even though that they focus on that. They 373 00:22:14.880 --> 00:22:18.370 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 00:22:21.970 --> 00:22:25.950 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 00:22:37.940 --> 00:22:43.000 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 00:22:51.970 --> 00:22:55.040 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, 386 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.
