The Way Forward in Digital Experience

WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah, 2 00:00:05.640 --> 00:00:10.220 hi everyone, welcome back to be, to be growth. My name is Olivia Hurley and 3 00:00:10.220 --> 00:00:15.900 today I'm joined by Mike knee, who's the chief growth officer at Kobe. Oh hi 4 00:00:15.900 --> 00:00:21.520 mike, how you doing? Hey Olivia doing great, awesome. Well mike you have a 5 00:00:21.520 --> 00:00:27.150 lot of experience and a lot of thoughts around the digital experience in B two 6 00:00:27.150 --> 00:00:32.759 B as of today. And I'm wondering if you conclude the rest of us in and just 7 00:00:32.759 --> 00:00:37.560 take it super basic before we dive into a really in depth conversation about 8 00:00:37.560 --> 00:00:41.330 the additional experience, could you just talk us through What it is right 9 00:00:41.330 --> 00:00:46.560 now currently in the B two B space? Sure. I mean and I think a lot of times, 10 00:00:46.560 --> 00:00:51.240 you know, experiences such a big word, but it just really breaks down to you 11 00:00:51.240 --> 00:00:54.230 know, what is it that the that your customers are really taking away and 12 00:00:54.230 --> 00:00:57.770 you can think about all those touch points now and you know, if we just get 13 00:00:57.770 --> 00:01:02.060 back to, you know what, I think we can all agree that, you know, B two B 14 00:01:02.060 --> 00:01:07.330 digital experiences are getting better, but but but as we moved to, you know, 15 00:01:07.330 --> 00:01:11.770 from specific challenges, call centers and and maybe even retail or or or you 16 00:01:11.770 --> 00:01:15.240 know, having direct conversations within an account exact we have an 17 00:01:15.240 --> 00:01:19.790 exploding number of touch points. And what you're seeing now is that it's 18 00:01:19.790 --> 00:01:22.250 showing all the silos of the organization more and more to our 19 00:01:22.250 --> 00:01:26.260 customers who really want to see us as one company, right? And as such, you 20 00:01:26.260 --> 00:01:28.680 know, you're delivering a frankly underwhelming and inconsistent 21 00:01:28.680 --> 00:01:32.420 experience. You know, very often we still see websites that just showcase 22 00:01:32.430 --> 00:01:36.880 corporate information, you know, really a dump of the online catalogue and just 23 00:01:36.880 --> 00:01:41.820 moved it online. And whether it's for, you know, your direct customers or 24 00:01:41.820 --> 00:01:46.670 whether you have a dealer portal, right? It really still is lacking or even just 25 00:01:46.670 --> 00:01:49.820 self service. And how do people find information or get serviced by? You 26 00:01:49.830 --> 00:01:53.270 just have to think about how most B two B buyers, you know, how to figure out 27 00:01:53.280 --> 00:01:56.620 what the replacement part number was that's replaced last year's number. 28 00:01:56.630 --> 00:02:01.140 Just these type of things all lead to that dissatisfaction and frankly have 29 00:02:01.140 --> 00:02:06.590 become just what has become, you know, uh, recognition that BTB experiences 30 00:02:06.600 --> 00:02:11.450 are still have a way to go, shall we say? Just be kind. So I'm curious 31 00:02:12.140 --> 00:02:19.510 generally why is this no longer good enough or working? And what results are 32 00:02:19.510 --> 00:02:23.780 we missing out on? You know, why is it not good enough? Let's start there. I 33 00:02:23.780 --> 00:02:27.730 mean, I think we we are all part of the problem. The problem is we or whatever. 34 00:02:27.730 --> 00:02:31.590 The problem with us, something like that expectation bar is absolutely 35 00:02:31.590 --> 00:02:35.140 higher. You know, I think we've all heard this idea. But let me just give 36 00:02:35.140 --> 00:02:39.490 you an example of why It's true the bar is no longer set by direct competitors. 37 00:02:39.500 --> 00:02:43.670 I sell dental equipment right to all these, you know, tens of thousands of 38 00:02:43.680 --> 00:02:49.040 dental offices and my direct competitor isn't another distributor. I didn't 39 00:02:49.040 --> 00:02:53.790 know my competitor now is Apple. It's Uber, it's amazon, right? They're the 40 00:02:53.790 --> 00:02:56.980 ones who are saying the bar that not just as in my industry, but across 41 00:02:56.980 --> 00:03:00.560 industries, you know, amazon is clearly establishing itself as setting the 42 00:03:00.560 --> 00:03:05.210 buyer expectations of, you know, with amazon business, uh, solution. And the 43 00:03:05.210 --> 00:03:08.960 question I often hear back is, you know, whether a company is going to be the 44 00:03:08.960 --> 00:03:13.110 amazon of the category or amazon will be and and that just gets back to the 45 00:03:13.110 --> 00:03:17.730 bar for the buyers are higher, not like that. I hear a lot around. Proxima 46 00:03:17.730 --> 00:03:21.700 services are getting commoditized. Your competitors just a click away and hence 47 00:03:21.700 --> 00:03:24.570 you have falling margins, commoditization and really processing 48 00:03:24.570 --> 00:03:30.280 services are just a reason now or distinct by what type of relevance, how 49 00:03:30.280 --> 00:03:34.100 you became relevant to your customers. Let me give you an example and I think 50 00:03:34.100 --> 00:03:38.470 this will make it more real. I was on the phone with a account exact for one 51 00:03:38.470 --> 00:03:41.750 of the world's largest electronic distributors and we're talking about, 52 00:03:41.760 --> 00:03:44.530 you know, what does it mean to increasing engage with relevant 53 00:03:44.530 --> 00:03:48.440 experiences? And I thought he would hate the fact that we're taking over 54 00:03:48.440 --> 00:03:52.370 his job because whether you're in the website, whether you're in the services 55 00:03:52.370 --> 00:03:55.690 or sportscenter, whether you're in the community pages were increasingly using 56 00:03:55.690 --> 00:03:59.880 automation and and and to deliver a much more rich experience. And he's 57 00:03:59.880 --> 00:04:04.580 like, no, it was great. Not the case at all. His issue is transparent, pricing 58 00:04:04.590 --> 00:04:09.740 has dropped down the prices uh and therefore he has to sell more. What he 59 00:04:09.740 --> 00:04:13.890 needs is his customers to come in and actually experience the type of 60 00:04:13.890 --> 00:04:17.350 experience he would have given them. But self service, which is what people 61 00:04:17.350 --> 00:04:20.649 will increasingly want anyway, find the products that they're looking for 62 00:04:20.660 --> 00:04:23.950 because B two B buyers replenishing and so you know what they want, how do you 63 00:04:23.950 --> 00:04:26.970 introduce them to the right packaging sizes too, given the right discounts, 64 00:04:26.970 --> 00:04:30.170 how do you get them to other categories? You may not know about you, a software 65 00:04:30.170 --> 00:04:32.750 that supports that category that they may not have learned about the 66 00:04:32.750 --> 00:04:36.430 documentation that they need to read about. And then by the time they get to 67 00:04:36.430 --> 00:04:40.360 him, he's just closing deals and giving a little bit more recommendation on top. 68 00:04:40.740 --> 00:04:44.060 But that even flips around, we talk about experience, it's not just your 69 00:04:44.060 --> 00:04:47.760 buyers, their experience is those who are providing that experience. So he 70 00:04:47.760 --> 00:04:51.630 was saying how much has helped, not just him, but all these new new kids 71 00:04:51.630 --> 00:04:55.960 who are moving into roles like his, you have hundreds of thousands of products 72 00:04:55.960 --> 00:04:59.820 in the catalog. They'll never know it all in the same way that you're guiding 73 00:04:59.820 --> 00:05:04.410 buyers, you have to have being relevant information, the right information at 74 00:05:04.410 --> 00:05:08.050 the right time to the to the sellers so they can provide that excellent 75 00:05:08.050 --> 00:05:12.260 experience to to the customers as well. So like I said across the life cycle, 76 00:05:12.270 --> 00:05:17.520 we're seeing that the expectations of the buyers are not enough are raising 77 00:05:17.520 --> 00:05:22.080 up products and and services again, or another reason why the experience right 78 00:05:22.080 --> 00:05:24.890 now, is that good enough? That's being commoditized. Selection is not it 79 00:05:24.900 --> 00:05:29.410 everyone can source, so it is being relevant across all those touchpoints 80 00:05:29.410 --> 00:05:32.230 and delivering a relevant experience that is now becoming the 81 00:05:32.230 --> 00:05:36.550 differentiation and that's why it's not enough. So let me see if I if I've got 82 00:05:36.550 --> 00:05:41.280 this by pulling a thread that I think might be part of this. Sure, it sounds 83 00:05:41.280 --> 00:05:44.680 like to your point about, you know, you're selling dental equipment, your 84 00:05:44.680 --> 00:05:47.680 competitor is not the other distributors selling dental equipment. 85 00:05:47.690 --> 00:05:53.170 As much as it now, is Apple or some of these, some of these companies that are 86 00:05:53.170 --> 00:05:58.930 setting the bar really, really high is that because the buyer is consuming 87 00:05:58.930 --> 00:06:05.200 marketing the same way, whether it's B two B or not. Absolutely. And actually 88 00:06:05.200 --> 00:06:09.560 you see the fact that more and more buyers are now millennials And their 89 00:06:09.560 --> 00:06:12.850 consumer experiences absolutely translate into what they expect from 90 00:06:12.850 --> 00:06:16.220 their B2B experience as well to be able to shop any time. That's why self 91 00:06:16.220 --> 00:06:20.620 service has become such a large impact. In fact, we just did a recent survey 92 00:06:20.620 --> 00:06:24.460 and we'll talk a little about an impact later and expectations. But millennials 93 00:06:24.460 --> 00:06:27.170 said if you don't have a self service option, they dropped the brand right? 94 00:06:27.170 --> 00:06:31.390 They expected. The fact is that it's not just be able to buy but to be able 95 00:06:31.390 --> 00:06:36.260 to discover what they should be buying and that's all part of the experience. 96 00:06:36.270 --> 00:06:41.390 And so when you think about amazon and what they do, it is really providing, 97 00:06:41.390 --> 00:06:45.010 not just answering. I have a question, I'm trying to find something, Let me 98 00:06:45.010 --> 00:06:49.260 find it. And amazon is now 50% of all starting points because people search 99 00:06:49.260 --> 00:06:54.610 start their search there, but the also provide additional information. You 100 00:06:54.610 --> 00:06:57.120 know, what are things people like you buying them? Maybe you should have 101 00:06:57.120 --> 00:07:01.060 thought of, here's some additional videos that actually help you explore 102 00:07:01.060 --> 00:07:03.870 what you should be thinking about in this category. Maybe it'll help you buy 103 00:07:03.870 --> 00:07:07.730 better next time again, it's that relevance and finding, bring the right 104 00:07:07.730 --> 00:07:10.340 information up. That's making the difference, not just selling the 105 00:07:10.340 --> 00:07:15.610 product. And that's the bar now that B2B is stepping up to as well and hence 106 00:07:15.620 --> 00:07:18.600 you see the rise of all these initiatives around customer experience. 107 00:07:18.610 --> 00:07:23.840 Yeah, so to kind of go down a little tangent here, but I want to Flushes out 108 00:07:23.840 --> 00:07:29.560 a little bit more. Could you write a prescription for me for B2B companies 109 00:07:30.440 --> 00:07:35.650 starting to have a self service option? What does that mean? What does that 110 00:07:35.650 --> 00:07:43.380 look like? What is step one for getting there? Well, absolutely. So, you know, 111 00:07:43.380 --> 00:07:47.430 first it always starts with uh the core infrastructure and this is where you 112 00:07:47.430 --> 00:07:51.930 have to separate a little bit. Um just do I have an infrastructure, a commerce 113 00:07:51.930 --> 00:07:56.810 solution? Do I have a um, do I have the right website? And so there are pieces 114 00:07:56.810 --> 00:07:59.910 of just the look and the feel that's part of the experience, but 115 00:07:59.910 --> 00:08:03.960 increasingly that's becoming table stakes and so you start there, the 116 00:08:03.960 --> 00:08:06.480 question is how do I actually start helping people find what they're 117 00:08:06.480 --> 00:08:11.220 looking for? And so from an experience perspective, search has become so 118 00:08:11.220 --> 00:08:15.170 important and it's not just search, think about netflix. When you think 119 00:08:15.170 --> 00:08:18.700 about search, you don't think I go to netflix to look for movies. Yeah, maybe 120 00:08:18.700 --> 00:08:23.490 I do, but reality, it knows what I'm looking for and lays out a page of the 121 00:08:23.490 --> 00:08:27.820 types of movies and by categories that I'd be interested in and it learns it 122 00:08:27.820 --> 00:08:31.970 takes every every interaction to learn and power the next. And that's what 123 00:08:31.970 --> 00:08:37.470 you're really looking for. How do I start first with Just Simple helped me 124 00:08:37.470 --> 00:08:42.480 find what I'm looking for and that's absolutely step one and you know, it's 125 00:08:42.480 --> 00:08:45.310 not just the state of constant, the best content for whatever set and 126 00:08:45.310 --> 00:08:49.660 that's and that's step one. I think the question then is how do you start 127 00:08:49.670 --> 00:08:53.720 bringing pages of information? How do you start bringing recommendations? And 128 00:08:53.720 --> 00:08:59.880 so let's say I'm looking for a I'm I'm I'm buying pipe fittings and I'm 129 00:08:59.880 --> 00:09:03.670 looking for a certain part but that part actually every year the part 130 00:09:03.670 --> 00:09:08.200 numbers change, I'm actually looking for this part, this part is 131 00:09:08.200 --> 00:09:12.330 discontinued but here are the replacement parts typically that takes 132 00:09:12.340 --> 00:09:16.540 a lot of manpower, but you're really looking for a better search to help 133 00:09:16.540 --> 00:09:19.070 them find what they're looking for and have tools that automatically start 134 00:09:19.070 --> 00:09:22.690 connecting the dots. People like you, are you looking for this actually are 135 00:09:22.690 --> 00:09:25.360 looking for this and they find their solution here. 136 00:09:26.440 --> 00:09:31.250 That's the first step. Which is just fix their basic search and you know, 137 00:09:31.250 --> 00:09:34.760 this is where they get to first. The second thing is really started 138 00:09:34.760 --> 00:09:39.520 recommending what people need and this gets into Yes, I may be looking for 139 00:09:39.520 --> 00:09:44.670 pipe fittings, but did you know that there are other categories around? How 140 00:09:44.670 --> 00:09:49.040 do we put brackets? How do I actually put together, you know, using pipes in 141 00:09:49.040 --> 00:09:53.140 a whole set. That actually helps me maintain the most efficient like layout 142 00:09:53.140 --> 00:09:57.690 of piping or even software that lets me do piping design. You know that level 143 00:09:57.690 --> 00:10:00.590 of education starts taking the next step. How do I start doing 144 00:10:00.590 --> 00:10:04.710 recommendations? How do I help discover what I as a buyer should know? That's 145 00:10:04.710 --> 00:10:07.130 we start getting more relevant. That's when you start thinking about the 146 00:10:07.130 --> 00:10:12.020 experience uh and a relevant experience actually becoming part of the value 147 00:10:12.030 --> 00:10:16.980 that differentiates me as a B two B seller versus others. And from there, 148 00:10:16.980 --> 00:10:21.900 you could just get increasingly rich in terms of really understanding the 149 00:10:21.900 --> 00:10:25.580 individuals who are buying and understanding getting to the next level 150 00:10:25.580 --> 00:10:30.180 of personalization, which then actually superpowers both your search as well as 151 00:10:30.180 --> 00:10:34.800 your recommendation. But let me pause there for a minute, but that's a basic 152 00:10:34.800 --> 00:10:38.360 road map. We see a lot of lot of customers start Commerce is one place, 153 00:10:38.840 --> 00:10:44.160 support, services and helping you self service another. Um but cross cross 154 00:10:44.160 --> 00:10:48.580 goes across the entire life cycle of the customer. Absolutely. Well, you 155 00:10:48.580 --> 00:10:52.690 circled back to my next point incredibly well, so this is hardly a 156 00:10:52.690 --> 00:10:57.450 jump at all. But you were saying, kind of get us back on this this digital 157 00:10:57.450 --> 00:11:03.000 experience thread, you were you mentioned relevance and I think that 158 00:11:03.000 --> 00:11:07.590 probably is a big part of what the digital experience needs to be today. 159 00:11:07.600 --> 00:11:12.720 Can you talk about what you think that the digital experience, the status quo 160 00:11:12.720 --> 00:11:17.910 of today's digital experience should be? Absolutely, you know, it's funny 161 00:11:17.920 --> 00:11:21.320 because this is where it's hard to describe, but we all recognize that 162 00:11:21.320 --> 00:11:24.900 when we experience it and were increasingly doing it every day. So if 163 00:11:24.900 --> 00:11:28.540 I had to sum it up, you know, we talked about the look and feel, and yes, that 164 00:11:28.540 --> 00:11:32.430 is one part, let's talk about, you know, let's put that aside for a second. You 165 00:11:32.430 --> 00:11:36.010 have to have the website, you have to have call center tools, but the problem 166 00:11:36.020 --> 00:11:39.160 isn't one of a pretty sight. It's not even around like the training, we call 167 00:11:39.160 --> 00:11:42.260 center agents, it's around, you know, you know, what we really have is a 168 00:11:42.260 --> 00:11:47.240 relevant question, You know, the right understanding people and uh and the 169 00:11:47.250 --> 00:11:51.400 intent that they have, it's not about being product centric has been, context 170 00:11:51.410 --> 00:11:55.090 has to know what I'm searching for now. It's not about demographics, so much of, 171 00:11:55.100 --> 00:11:58.790 you know, these experiences are driven on because I come from a certain 172 00:11:58.790 --> 00:12:03.530 segment, these are things I should like. But in reality I may be a dad, I mean I 173 00:12:03.530 --> 00:12:07.430 maybe, you know, love, you know, uh, button up shirts, but I'm actually a 174 00:12:07.430 --> 00:12:12.450 dad today looking for a present for my daughter. So is it in context? And of 175 00:12:12.450 --> 00:12:16.600 course, is it constantly learning? Um, and so again, when we think about the 176 00:12:16.600 --> 00:12:19.570 right and what is the digital experience first and foremost, help me 177 00:12:19.570 --> 00:12:22.930 find what I'm looking for. And this gets back to just the, you know what we 178 00:12:22.930 --> 00:12:25.870 were talking about before search and find the right documents, the right 179 00:12:25.870 --> 00:12:29.160 products, the right person or resources to help me complete the job at hand. 180 00:12:29.170 --> 00:12:32.290 That could be, I'm on, I'm on a commerce site and that's what we've 181 00:12:32.290 --> 00:12:38.180 been talking about. But in reality we have customers like Salesforce, Where 182 00:12:38.190 --> 00:12:43.190 there is a 90% success rate of finest solution to my problem, that's a whole 183 00:12:43.190 --> 00:12:47.140 lot of calls, not him, you call center and it's also matching the way I want 184 00:12:47.140 --> 00:12:51.560 to do it. I want to find upon myself, right, you know, the second part of 185 00:12:51.570 --> 00:12:55.370 delivering a great experiences helped me discover, like we're saying, learn, 186 00:12:55.380 --> 00:12:59.290 learn, help me learn things to do with the job I'm looking to do and in the 187 00:12:59.290 --> 00:13:03.840 context of what I'm trying to achieve. And so, you know, whether it's on a 188 00:13:03.840 --> 00:13:08.500 website on my device, a self service chat bot, you know, give me the pieces 189 00:13:08.500 --> 00:13:11.670 that I'm looking for and help me get my job done. And I know that's a little 190 00:13:11.670 --> 00:13:15.620 abstract, if you, you know, maybe I can give you an example of what would it be. 191 00:13:15.630 --> 00:13:19.300 So, you know, 11 example, let's just take sales for us. We just started down 192 00:13:19.300 --> 00:13:24.920 that path there, a great partner, we we we were um we work with them not only 193 00:13:24.930 --> 00:13:28.530 selling, you know, around the whole ecosystem on Salesforce, but they're 194 00:13:28.530 --> 00:13:33.700 also a great customer. And so, you know, it starts off with how do I actually 195 00:13:33.700 --> 00:13:38.140 find new things? And so when you go to the app exchange, when I started 196 00:13:38.140 --> 00:13:42.450 exploring new products or even knowing what I have today, it's giving 197 00:13:42.450 --> 00:13:45.390 recommendations like netflix. You know, people like you typically are looking 198 00:13:45.390 --> 00:13:49.330 for these types of add ons to your solution. You know, these are certain 199 00:13:49.340 --> 00:13:52.460 training areas that potentially you may want to look into. And so how do I 200 00:13:52.460 --> 00:13:56.940 actually find things? And what we saw was working with that exchange? Not 201 00:13:56.940 --> 00:14:01.230 only Um did they increase the engagement? I think it's like 25% to 202 00:14:01.230 --> 00:14:05.900 17% install click through as well. And you know, you talk about people finding 203 00:14:05.900 --> 00:14:10.230 things easier and actually engaging with that content. But then we talked a 204 00:14:10.230 --> 00:14:14.780 lot about now that I have products, how do I support? How do I how do I 205 00:14:14.780 --> 00:14:20.910 actually look at finding solutions to maybe questions I have and that's where 206 00:14:20.910 --> 00:14:24.180 you're going to the community pages. You start searching for content as I go 207 00:14:24.180 --> 00:14:27.640 there and knows what I've, what I have. I don't have to search for anything but 208 00:14:27.640 --> 00:14:30.800 lays out, here's some interesting documents that may be applying to 209 00:14:30.800 --> 00:14:34.140 things that you could do next. What are things that can learn for me to 210 00:14:34.140 --> 00:14:39.540 actually do more with the solutions I have or even now that I haven't found, 211 00:14:39.540 --> 00:14:42.060 if I haven't found the solution, I still have to go to the call center. 212 00:14:42.440 --> 00:14:45.810 The problems in the call center now are much harder because I've done so much 213 00:14:45.810 --> 00:14:49.680 self service. How do I actually helped the, you know, the agents? And this is 214 00:14:49.680 --> 00:14:53.840 where, you know, example is as call center agent. Right in the right hand 215 00:14:53.840 --> 00:14:56.980 panel, I actually not only have a history of all the behavior, but I'm 216 00:14:56.980 --> 00:14:59.500 actually getting recommendations on the content based upon what they've already 217 00:14:59.500 --> 00:15:02.640 looked at of what other types of content may solve the problem they're 218 00:15:02.640 --> 00:15:06.270 facing. So as I'm typing the case as a reading out to me, it's actually 219 00:15:06.270 --> 00:15:09.230 dissecting the words and saying these are the categories of types of problems 220 00:15:09.230 --> 00:15:13.320 they may be having you can ask about but associated that here recommended 221 00:15:13.320 --> 00:15:18.760 sets of content you can use to resolve their problem. Again, it's around now, 222 00:15:18.760 --> 00:15:23.560 not just call deflection, but around proficiency and how do I make agents 223 00:15:23.740 --> 00:15:28.460 come across as the expert? And again, that that sense of expertise is a huge 224 00:15:28.460 --> 00:15:32.910 driver mps, huge driver of customer satisfaction. And that all the way goes 225 00:15:32.910 --> 00:15:38.390 all the way back to even the workplace, as were saying before, for employees 226 00:15:38.400 --> 00:15:42.010 looking at, you know, whether it's sales for us, it's sales people looking 227 00:15:42.010 --> 00:15:46.200 for the right document to help close the deal or whether it's, you know, we 228 00:15:46.200 --> 00:15:49.930 support trailhead. How do you find the next set of content that helps you 229 00:15:49.930 --> 00:15:53.430 learn about your product? Again, employees and how do you find the right 230 00:15:53.430 --> 00:15:58.630 content? Uh, is a key point. In fact, we see the employees, We just did a 231 00:15:58.630 --> 00:16:03.660 survey where workers surveyed spend an average of two plus hours a day 232 00:16:03.660 --> 00:16:07.440 searching for the information. Uh, in part because 41% of them feel that the 233 00:16:07.440 --> 00:16:11.840 information provided to them is not relevant to the job role they have and 234 00:16:11.840 --> 00:16:16.450 that's a lot of time wasted for employees. And so all around the cycle 235 00:16:16.540 --> 00:16:20.650 of, of experience, internal and external stakeholders, you know, find 236 00:16:20.650 --> 00:16:23.360 that relevant information and delivering the right visual experience 237 00:16:23.740 --> 00:16:29.600 applies across the board. Hey, everybody Logan with sweet fish here. 238 00:16:29.610 --> 00:16:32.720 If you've been listening to the show for a while, you know, we're big 239 00:16:32.720 --> 00:16:37.110 proponents of putting out original organic content on linked in. But one 240 00:16:37.110 --> 00:16:41.280 thing that's always been a struggle for a team like ours is to easily track the 241 00:16:41.280 --> 00:16:45.050 reach of that linked in content. That's why I was really excited when I heard 242 00:16:45.050 --> 00:16:48.990 about Shield the other day from a connection on, you guessed it linked in 243 00:16:49.000 --> 00:16:53.840 since our team started using Shield. I've loved how it's led us easily track 244 00:16:53.850 --> 00:16:57.780 and analyze the performance of Arlington content without having to 245 00:16:57.780 --> 00:17:01.630 manually log it ourselves. It automatically creates reports and 246 00:17:01.630 --> 00:17:05.260 generate some dashboards that are incredibly useful to see things like 247 00:17:05.339 --> 00:17:08.730 what contents been performing the best and what days of the week are we 248 00:17:08.730 --> 00:17:13.130 getting the most engagement and our average views per post. I highly 249 00:17:13.130 --> 00:17:16.819 suggest you guys check out this tool if you're putting out content on linked in 250 00:17:16.829 --> 00:17:20.920 and if you're not, you should be, it's been a game changer for us. If you go 251 00:17:20.920 --> 00:17:26.160 to shield app dot Ai and check out the 10 day free trial, you can even use our 252 00:17:26.160 --> 00:17:32.480 promo code B two B growth to get a 25% discount. Again, that's shield app dot 253 00:17:32.490 --> 00:17:38.650 Ai. And that promo code is B The number two de growth. All one word. All right, 254 00:17:38.660 --> 00:17:47.630 let's get back to the show. So if we don't move as B two B. Marketers don't 255 00:17:47.630 --> 00:17:52.280 move in that direction. Emulating and what you just said, putting it into 256 00:17:52.280 --> 00:17:57.830 practice, what do we stand to lose? It's a great question. And certainly, 257 00:17:57.840 --> 00:18:02.640 um this is one where I I got a great quote from a customer I was dealing 258 00:18:02.640 --> 00:18:07.470 with a couple months ago. His point was, you know, if you are irrelevant, you 259 00:18:07.470 --> 00:18:11.560 are ignored. And at this point in time when everyone can find things online, 260 00:18:11.570 --> 00:18:15.900 there's so many choices out there. This is a matter of not just losing a 261 00:18:15.900 --> 00:18:20.620 customer to, it's a matter of company uh survival. It's not, you know, it's 262 00:18:20.620 --> 00:18:24.070 it's it's that fundamental. And so and companies. No, it's true. And they're 263 00:18:24.070 --> 00:18:27.400 rethinking their customer experience. You're seeing the rise of a whole new 264 00:18:27.400 --> 00:18:30.530 organizational titles and initiatives and you see it in the hiring patterns 265 00:18:30.530 --> 00:18:35.160 of many companies across industries and we work across all of them whether it's 266 00:18:35.160 --> 00:18:38.860 B two B or B two C, and just a couple examples from, like I said, that 267 00:18:38.940 --> 00:18:43.060 consumer survey we ran last quarter, you know, missing shopper expectations. 268 00:18:43.060 --> 00:18:46.160 I think this is one that a lot of people see stats on, but it's worth 269 00:18:46.160 --> 00:18:49.990 pointing out, right, not only costs you a sale, it costs you a customer, even 270 00:18:49.990 --> 00:18:53.420 if they buy from you this time, right, 90% of customers we surveyed expect 271 00:18:53.420 --> 00:18:56.810 online shopping experience is equal, if not better than the in store experience 272 00:18:56.820 --> 00:19:00.760 and 43% would pay more if they could find what they're looking for in just a 273 00:19:00.760 --> 00:19:05.310 few clicks. Um, and we certainly, you see the fall off and multiple surveys 274 00:19:05.320 --> 00:19:09.460 around if it's not relevant, they're not finding that recommendation right? 275 00:19:09.460 --> 00:19:13.270 This is why you see so much consumer business flowing to like an amazon who 276 00:19:13.270 --> 00:19:17.430 can provide that. But at the same time, three strikes and you're out, you know, 277 00:19:17.430 --> 00:19:21.280 three negative service experiences. And 70% of the respondents said they would 278 00:19:21.280 --> 00:19:24.860 abandon a brand and as we mentioned before, 50% of digital natives that 279 00:19:24.860 --> 00:19:27.920 they'll abandon a brand if they can't self service. That's huge. We're 280 00:19:27.920 --> 00:19:30.910 talking about massive impacts if people don't start thinking about that 281 00:19:30.920 --> 00:19:34.760 experience and be able to deliver that to their customers. And of course, 282 00:19:34.840 --> 00:19:37.780 employees and that relevant. You talked about the fact that they spend a 283 00:19:37.790 --> 00:19:42.550 tremendous amount of time, in fact, the ability to build up that proficiency in 284 00:19:42.550 --> 00:19:46.040 the organization often gets to, you know, are they finding the right 285 00:19:46.040 --> 00:19:49.760 information and starting to learn the best ways to do the job? And that 286 00:19:49.760 --> 00:19:53.130 raises the whole, not only the ability of the organization to handle harder 287 00:19:53.130 --> 00:19:56.820 problems, as we mentioned before, but that level of being able to move 288 00:19:56.820 --> 00:20:00.710 forward. Actually, we see a direct correlation to customer mp to employ 289 00:20:00.710 --> 00:20:06.130 mps and retention, so certainly impacts across the board if you stay on the 290 00:20:06.130 --> 00:20:12.160 status quo. So do we need to take a page out of the B. D. C. Or e commerce 291 00:20:12.160 --> 00:20:18.260 digital experience? Uh, you know the question, the answer is actually yes 292 00:20:18.640 --> 00:20:23.650 and no actually won. Yes. As you mentioned, our expectations as buyers 293 00:20:23.660 --> 00:20:30.110 are absolutely set by what we're seeing in our consumer experience. And that is 294 00:20:30.110 --> 00:20:34.960 as absolutely raising the bar for all B two B but also, and no, the job is 295 00:20:34.960 --> 00:20:37.970 actually a little different. Let me just point to a couple examples, you 296 00:20:37.970 --> 00:20:40.830 know, in the consumer world, a lot of times you're just trying to sell a 297 00:20:40.830 --> 00:20:44.080 little bit more. You often get, do you want cheese with the hamburger? Right, 298 00:20:44.090 --> 00:20:48.040 I'm sorry or the insurance. Right, You get some add on recommendation, but 299 00:20:48.040 --> 00:20:53.670 actually in b to B, it's not around selling a little bit more, it's around 300 00:20:53.680 --> 00:20:58.360 adding value. And so that could be, let me if actually, if you're buying this 301 00:20:58.360 --> 00:21:02.910 quantity, let me get you to the bulk platt been to size and that gives you a 302 00:21:02.910 --> 00:21:07.170 better discount or let me give you a category cross sell a lot of times, 303 00:21:07.170 --> 00:21:10.350 buyers know what they're looking for. What you really want is to educate them 304 00:21:10.350 --> 00:21:14.100 on other things you can do that would help them specifically. Again, how do 305 00:21:14.100 --> 00:21:17.230 you stay relevant to their problems? They know that you're a great partner 306 00:21:17.230 --> 00:21:21.200 to educate them. And of course this is something we talked about in the pre 307 00:21:21.200 --> 00:21:25.000 call. It actually matters more, that idea of relevance and that you're 308 00:21:25.000 --> 00:21:28.510 helping me do my job. You know if I made a if I as a consumer make a bad 309 00:21:28.510 --> 00:21:32.630 choice of toothpaste alright. My kids may hate me for a day or two. Right dad, 310 00:21:32.630 --> 00:21:35.560 this tastes terrible. I've certainly got that, that's what's top of mind. 311 00:21:35.570 --> 00:21:42.530 But uh it was on sale come on. But you know if if you buy, you know if you 312 00:21:42.530 --> 00:21:46.220 make a bad procurement decision and it causes the impact of the business you 313 00:21:46.220 --> 00:21:50.840 could lose your job. It matters. And so these you know we talk about providing 314 00:21:50.840 --> 00:21:53.650 the right experience and being relevant and they're having a relevant 315 00:21:53.650 --> 00:21:56.790 experience. It actually matters even more than in the B. C. World. So 316 00:21:56.790 --> 00:22:00.200 there's a lot to learn in delivering the right experience. But you have to 317 00:22:00.200 --> 00:22:04.630 understand that this is slightly different as well. And so this is where 318 00:22:04.640 --> 00:22:09.710 you know, yes and no you just have to, you know, there is a there's a line and 319 00:22:09.710 --> 00:22:13.160 are thinking to be done as you think about how to apply the best practices. 320 00:22:13.940 --> 00:22:19.880 Okay, so I want to go super foundational building blocks here for 321 00:22:19.880 --> 00:22:24.090 somebody who's taking a look and taking inventory of their companies digital 322 00:22:24.090 --> 00:22:28.680 experience and their assessment is something's got to change. We've got to 323 00:22:28.690 --> 00:22:35.490 evolve into the level up our digital experience, what is step one? No, 324 00:22:35.490 --> 00:22:40.540 absolutely. And and so you know, we have a maturity curve that we typically 325 00:22:40.540 --> 00:22:45.230 help our customers with and it really goes around the horn of, you know, 326 00:22:45.230 --> 00:22:49.320 fixing search relevance number one, recommend what people need and then 327 00:22:49.320 --> 00:22:53.700 finally look and revisit the core journey and assumptions and deliver on 328 00:22:53.700 --> 00:22:57.490 3 60 degree relevance and let me break it down a little bit of why that's the 329 00:22:57.490 --> 00:23:01.690 case right at the end of the day, you know, it's like painting a picture 330 00:23:01.700 --> 00:23:06.160 right? You have to start off with a blank canvas first and when someone 331 00:23:06.160 --> 00:23:09.480 comes to the specific problem, you better answer their question. And so 332 00:23:09.480 --> 00:23:13.060 anything that's the way of that process, whether it's answering a service 333 00:23:13.060 --> 00:23:17.210 request or buying, trying to make a smart purchase decision, you have to be 334 00:23:17.210 --> 00:23:20.630 able to answer that question and that's what we were talking about before. And 335 00:23:20.630 --> 00:23:23.530 a lot of times it means bringing information follow the place, which 336 00:23:23.530 --> 00:23:26.780 which is, which is an issue with with a lot of customers that we first bump 337 00:23:26.780 --> 00:23:30.700 into Best answer to deflected cases. Actually YouTube video, a lot of times 338 00:23:30.700 --> 00:23:33.540 people don't bring in all the information and so they are often 339 00:23:33.540 --> 00:23:38.280 limited. So number one fixer, 12 ints. It's uh, you know, it's actually 340 00:23:38.280 --> 00:23:41.900 finding all the content and not just limited to what the system can provide, 341 00:23:41.910 --> 00:23:45.030 you know, for an open case, an agent needs to know that there is an open bug 342 00:23:45.030 --> 00:23:49.180 indira, how do you make sure you bring that information in and today making 343 00:23:49.180 --> 00:23:53.040 all these connections? It's hard, this is why searches often so much better to 344 00:23:53.040 --> 00:23:56.060 leave the data where it is, don't try to put it all into Big Cdp, it's 345 00:23:56.060 --> 00:24:00.260 probably want to overhyped Marketing technologies out there right now, but 346 00:24:00.260 --> 00:24:03.640 to be able to leave where it is but actually know that there's certain type 347 00:24:03.640 --> 00:24:07.980 of content that actually helps you answer a certain problem best. And with 348 00:24:07.980 --> 00:24:11.300 60% of commerce purchases starting with search and some of our research, you 349 00:24:11.300 --> 00:24:14.460 know, certainly the ability to self service and solve that search problem 350 00:24:14.460 --> 00:24:19.290 is day one problem. Hence we see that being the critical starting point and 351 00:24:19.290 --> 00:24:22.490 some folks really just focus their because their customers, that's what 352 00:24:22.490 --> 00:24:26.670 they want. But recommendations and what people need is actually leveraging a 353 00:24:26.670 --> 00:24:31.900 lot more Ai and and a machine learning to understand intent, right? It's not 354 00:24:31.900 --> 00:24:35.280 just historical data, but real time in constant detects what people are trying 355 00:24:35.280 --> 00:24:38.880 to do. I'm buying for my daughter right now. And how do I actually help them 356 00:24:38.880 --> 00:24:42.900 navigate to, you know, to to control that, how it actually helped them with 357 00:24:42.900 --> 00:24:46.170 surfacing the right content and documents and now brought in from 358 00:24:46.170 --> 00:24:51.050 across multiple sources. And you know, most people are captured a ton 359 00:24:51.050 --> 00:24:54.240 information from search and what they're doing there. The next step is 360 00:24:54.240 --> 00:24:58.130 to leverage all that learning and start giving recommendations. You know, doing 361 00:24:58.130 --> 00:25:01.520 listing pages of, you know, you come you log in, you don't have to ask a 362 00:25:01.520 --> 00:25:04.690 question now, you're starting to give guidance on these are things that you 363 00:25:04.690 --> 00:25:08.720 should be doing next. Here are ways or areas that you maybe want to look 364 00:25:08.730 --> 00:25:14.460 deeper into, right? And that actually turns into finally, as you start 365 00:25:14.470 --> 00:25:19.860 optimizing within an area like service or commerce, then the third step is 366 00:25:19.860 --> 00:25:24.030 really starting to look at a broader and end personalization and revisit the 367 00:25:24.030 --> 00:25:28.110 core journey, and I think this is where a lot of people have been jumping right 368 00:25:28.110 --> 00:25:31.400 into. So sometimes I think this is too early, but it's always good to have a 369 00:25:31.400 --> 00:25:35.510 view of your customer journey. Actually, a great story here. Um a friend of mine 370 00:25:35.520 --> 00:25:39.150 soon, you he's author of a book called iconic brands. Um had a great analogy 371 00:25:39.150 --> 00:25:43.540 where you how do you focus on the right point of your experience? Is it in your 372 00:25:43.550 --> 00:25:48.800 call center? Is it in the is it in the first point of your website? And he 373 00:25:48.800 --> 00:25:51.510 used the example of Disneyland, Sorry, we'll go back to a little bit more be 374 00:25:51.510 --> 00:25:55.490 deceived world. He had his son take a cran on top of the map of Disneyland. 375 00:25:55.490 --> 00:25:59.520 You know, you get that one pager map you get when you first get in there and 376 00:25:59.520 --> 00:26:03.330 he just had his son mark down little red dots where he didn't feel like he 377 00:26:03.330 --> 00:26:07.570 was having as much fun. Right? Clearly things like waiting lines are sitting 378 00:26:07.570 --> 00:26:11.730 and waiting for food. And so when you start thinking about connecting on 360° 379 00:26:11.730 --> 00:26:15.040 of of that level of relevance and how to give him what they want at a point 380 00:26:15.040 --> 00:26:18.270 in time, you know, you start looking at those friction points and you start 381 00:26:18.270 --> 00:26:23.400 knocking down down first. And so as you see about journeys and again, you know, 382 00:26:23.400 --> 00:26:26.670 you're starting simple with search and recommendations. But then journeys uh 383 00:26:26.680 --> 00:26:29.560 now you start to try to connect the dots and this is where you can start 384 00:26:29.560 --> 00:26:33.700 leveraging the data, right? Not only doing things like fast pass to think 385 00:26:33.700 --> 00:26:36.570 about lines, but the fact is when he walks closer to the restaurant that 386 00:26:36.570 --> 00:26:40.570 they have, the reservation at the table is set right, His name card is there 387 00:26:40.570 --> 00:26:43.900 and his favorite character is right there next to the table. I mean those 388 00:26:43.900 --> 00:26:46.660 are types of experiences that you can now start to orchestrate because you've 389 00:26:46.660 --> 00:26:50.410 collected the information and you can actually start knowing the types of 390 00:26:50.410 --> 00:26:53.960 things that are most relevant to a young kid that makes your heart sing, 391 00:26:53.970 --> 00:26:58.760 right? And I know I should be using a BB experience story but it's so cute. I 392 00:26:58.760 --> 00:27:02.850 just had how to use that story, but exactly the same thing that goes in to 393 00:27:02.850 --> 00:27:06.820 be to be experienced. You start with the journey map and where are those 394 00:27:06.820 --> 00:27:11.140 frustrations, right, fixing irrelevant searches. One of the first things that 395 00:27:11.140 --> 00:27:15.760 need to be uh customers absolutely have because it gets that friction points, 396 00:27:15.840 --> 00:27:19.270 How do I finding what I'm looking for? I actually know what I'm looking for. I. 397 00:27:19.280 --> 00:27:23.170 B two B. I'm usually replenishing, I'm trying to learn and discover how are 398 00:27:23.170 --> 00:27:26.390 you starting to recommend the right things to me. And that applies not just 399 00:27:26.390 --> 00:27:31.100 to the early points on your website, to commerce, to service and support, but 400 00:27:31.100 --> 00:27:36.120 also to how you support your customers with your internal workplace solutions. 401 00:27:36.120 --> 00:27:40.630 And so this is why we see ourselves where I see, you know so much of the 402 00:27:40.630 --> 00:27:44.830 core as a starting point of search, fixing the core problems in certain 403 00:27:44.830 --> 00:27:49.320 processes because they're fast to fix, starting to leverage AI and machine 404 00:27:49.320 --> 00:27:53.310 learning to start bring those recommendations into those steps and 405 00:27:53.310 --> 00:27:57.830 then have in mind the broader personalization that you want, the 406 00:27:57.840 --> 00:28:00.820 leverage of data you want across the journey to remove this friction points 407 00:28:00.830 --> 00:28:03.510 or find those points where you can actually bring more information to 408 00:28:03.510 --> 00:28:08.060 change the process. And I think those are the basic steps of how to engage. 409 00:28:08.740 --> 00:28:12.880 So I want to get a little bit more into your mind and your experience as you 410 00:28:12.880 --> 00:28:18.690 were developing and experiencing these elements of creating a better digital 411 00:28:18.690 --> 00:28:23.100 experience and the jobs that you've held. What were those friction points 412 00:28:23.100 --> 00:28:27.920 for you that other B2B marketers might encounter. And and also kind of a 413 00:28:27.920 --> 00:28:31.830 second portion of that question, you know, what are other general warning 414 00:28:31.830 --> 00:28:38.330 signs that people might not be nailing this? Well? Uh so it's always easy to 415 00:28:38.330 --> 00:28:44.000 start with the negative first. Right, So I think we all are looking at 416 00:28:44.000 --> 00:28:48.440 falling, we're looking at a level of saturation of my digital content that's 417 00:28:48.440 --> 00:28:53.100 out there. And I think this is one where uh if there is something that 418 00:28:53.100 --> 00:28:55.850 we've all struggled with, which is when we're introducing something new to the 419 00:28:55.850 --> 00:28:59.070 market, I'm often bringing new products to market and I've been 20 years 420 00:28:59.070 --> 00:29:02.960 actually working with marketers selling Martek and other types of engagement, 421 00:29:02.960 --> 00:29:06.530 optimization type of tools. And so I've not only been living the shoes of the 422 00:29:06.530 --> 00:29:10.830 market, but I've also been helping other cmos actually try to change the 423 00:29:10.830 --> 00:29:14.500 way they experience, you know, first and foremost, is how do I think about 424 00:29:14.510 --> 00:29:19.100 engagement? What not only what hooks and that's an acquisition game, but 425 00:29:19.100 --> 00:29:24.540 where am I actually putting the right piece of content uh in front of uh each 426 00:29:24.540 --> 00:29:29.170 person? And so when you look at not only response to programs which are 427 00:29:29.170 --> 00:29:33.560 constantly be testing, but what is the the set of content as we moved into 428 00:29:33.570 --> 00:29:37.320 creating, become content machines? What is the effectiveness, all of that 429 00:29:37.320 --> 00:29:40.160 content? How am I promoting and therefore what response rates? And 430 00:29:40.160 --> 00:29:44.790 that's one that I think we're all watching. Where are we in, you know, in 431 00:29:44.790 --> 00:29:48.860 in that side, number two, you know, when we think about general warnings of 432 00:29:48.870 --> 00:29:52.420 of when things are wrong, you know, it's going to be breaks in the journey, 433 00:29:52.430 --> 00:29:56.540 right? I'm often looking at the full funnel and one of the things that has 434 00:29:56.540 --> 00:30:00.880 changed is not just sort of em que ele, but all the way from where people are 435 00:30:00.880 --> 00:30:06.950 showing intent and how am I actually able to move them through a level of do 436 00:30:06.950 --> 00:30:09.360 they know something about us have to engage with the little piece, having 437 00:30:09.360 --> 00:30:12.520 moved them from the first touch to actually start to engage deeper in my 438 00:30:12.520 --> 00:30:17.630 content. And then from there do I get them into a level of, you know, why us 439 00:30:17.630 --> 00:30:21.680 and wanting to engage with us now and earn the right to be able to get them 440 00:30:21.680 --> 00:30:26.440 to connect with one of our sellers. And what's interesting is, you know, now 441 00:30:26.440 --> 00:30:30.790 that we, again, we have all this data, the conversion rates, like we said, 442 00:30:30.790 --> 00:30:33.310 response percent content, but now we get much more specific about the 443 00:30:33.310 --> 00:30:38.300 context by which were actually exposing uh, folks, each one of those pieces of 444 00:30:38.300 --> 00:30:42.440 content. And so leveraging, automation, leveraging tools like relevance to be 445 00:30:42.440 --> 00:30:46.740 able to surface, right content is where, you know, really accelerating the 446 00:30:46.740 --> 00:30:52.190 funnel is where we see it in terms of the friction points. Um, I think we, we, 447 00:30:52.190 --> 00:30:57.610 you know, we hit a couple of those and so, um, for me, especially on the BdB 448 00:30:57.610 --> 00:31:04.480 world, the friction points are, let me take a step back from a BB marketer 449 00:31:04.480 --> 00:31:07.850 when we talk about engagement. You know the friction points are not only on 450 00:31:07.850 --> 00:31:13.020 that acquisition but also now increasingly how do we extend that to 451 00:31:13.020 --> 00:31:16.950 grow with our customers? And that's become so important now and hence you 452 00:31:16.950 --> 00:31:21.810 know the engagement around how do we service the support, How do we actually 453 00:31:21.810 --> 00:31:24.850 continue to expand usage? Especially as you move more into subscription based 454 00:31:24.850 --> 00:31:32.270 world is so important. And so actually looking at all the transition points 455 00:31:32.640 --> 00:31:38.180 for conversion, Not only are early warnings but the friction points of 456 00:31:38.190 --> 00:31:42.460 acquisition is No. one The friction points of actually getting to next year 457 00:31:43.040 --> 00:31:47.360 of of usage next year of value is actually the next friction point. Let 458 00:31:47.360 --> 00:31:51.560 me give you an example. So I was working with a a large grocer 459 00:31:52.640 --> 00:31:58.330 and they found that everything starts with a list. What's interesting here is 460 00:31:58.340 --> 00:32:03.590 my shopping list. Yeah, every saturday I have my my my my typical groceries 461 00:32:03.600 --> 00:32:08.870 delivered to me. But if middle of the week I actually think oh I need 462 00:32:08.870 --> 00:32:14.510 batteries and I add in batteries to my shopping list. I shift my perception of 463 00:32:14.510 --> 00:32:19.480 who I am. Of who the who this grocery is from just being a way to get 464 00:32:19.490 --> 00:32:24.280 deliveries to me on on my shopping list to any household goods. Be top of mind 465 00:32:24.280 --> 00:32:28.690 at point of need. That is the next friction point, acquire. The next 466 00:32:28.690 --> 00:32:32.350 fiction point is how do I actually grow and get that next year of value with my 467 00:32:32.350 --> 00:32:36.310 customers. And so when you think about the customer journey, the next point is 468 00:32:36.310 --> 00:32:40.860 how do I actually start mapping to and saying how am I deliberately moving 469 00:32:40.860 --> 00:32:44.630 someone to the point where I'm no longer just a list of shopping goods. 470 00:32:44.640 --> 00:32:49.140 I'm actually now a point where anytime I have a household need, I think of 471 00:32:49.140 --> 00:32:54.500 this uh this brand and that is actually the other kind of inflection point I'm 472 00:32:54.500 --> 00:32:59.510 often looking for as I look to not just acquire, but increasing as marketers 473 00:32:59.520 --> 00:33:05.010 responsible for the full life cycle to grow mike. If there was one thing that 474 00:33:05.010 --> 00:33:12.020 you wanted listeners to take away from this episode, what would it be? Well, I 475 00:33:12.020 --> 00:33:16.440 would say this, everyone can compete with the giants who have literally 476 00:33:16.440 --> 00:33:21.840 spent, you know, ton of money, millions, if not much more than that to deliver 477 00:33:21.840 --> 00:33:25.890 on their experiences. And I think this is what makes marketing so exciting 478 00:33:25.890 --> 00:33:30.050 right now, if you want to provide the best digital experience to compete with 479 00:33:30.060 --> 00:33:34.630 any of these guys, the tools have been democratized, right? The the, the 480 00:33:34.630 --> 00:33:38.680 investments they have made, like the amazons, the apples, the ubers of the 481 00:33:38.680 --> 00:33:43.530 world are now actually available and able to use actually less data to be 482 00:33:43.530 --> 00:33:46.950 able to come to the same level of recommendations to come to the same 483 00:33:46.950 --> 00:33:51.580 level of relevance. And so if there's one message, certainly everyone can 484 00:33:51.580 --> 00:33:55.640 compete. They should look at, you know how to get started for sure. And I 485 00:33:55.640 --> 00:33:58.580 think you hit a couple of those points. Uh, and there are certainly experts 486 00:33:58.580 --> 00:34:02.870 like coviello that can help you meet your customer and employee expectations 487 00:34:02.880 --> 00:34:08.960 and and help you along that road, brilliant. Well how can listeners 488 00:34:08.969 --> 00:34:14.050 connect with you, learn more about you and learn more about covert? Sure. As 489 00:34:14.050 --> 00:34:19.070 always, you know, you can, you can find us at gmail dot com at the same time we 490 00:34:19.070 --> 00:34:23.730 have a ton of resources. There are blog as well to just learn about what does 491 00:34:23.730 --> 00:34:26.400 it mean to try to deliver relevant experience, tons of case studies, 492 00:34:26.409 --> 00:34:31.130 whether it's folks like zero, you know, for mike, uh you know whether it's 493 00:34:31.130 --> 00:34:34.040 sales force themselves and how they are delivering experiences. So certainly 494 00:34:34.040 --> 00:34:37.600 recommend you start there. Um, you can always find me, My twitter handle is 495 00:34:37.600 --> 00:34:42.679 mike me and uh if you feel free to reach out and contact me or my team any 496 00:34:42.679 --> 00:34:47.900 time and happy to answer any questions knee like the body part that's spelled 497 00:34:47.909 --> 00:34:55.980 and I spelled and I short great on scantron great sketch. Well it has been 498 00:34:55.980 --> 00:34:59.750 so wonderful to talk. Do I have learned so much? You've also just brought up a 499 00:34:59.750 --> 00:35:03.800 ton of questions in my brand that I'm sure I'm gonna pepper you with later, 500 00:35:03.810 --> 00:35:08.050 but thank you so much for joining me on B two B growth. It's been a pleasure to 501 00:35:08.050 --> 00:35:13.590 be here. Thanks for having me. Is your buyer at BBB Marketer. If so, you 502 00:35:13.590 --> 00:35:17.160 should think about sponsoring this podcast. BTB Growth gets downloaded 503 00:35:17.160 --> 00:35:21.900 over 130,000 times each month. And our listeners are marketing decision makers. 504 00:35:21.910 --> 00:35:26.070 If it sounds interesting, send Logan and email Logan at Sweet Fish Media dot 505 00:35:26.070 --> 00:35:26.350 com. 506 00:35:28.940 --> 00:35:30.850 Yeah.