What technology are you looking to add to your tech stack? | Original Research

WEBVTT 1 00:00:08.199 --> 00:00:12.880 Conversations from the front lines and marketing. This is B two B growth. 2 00:00:16.039 --> 00:00:20.120 Welcome in everybody. James and Dan are here with me and we like to 3 00:00:20.160 --> 00:00:24.160 think of ourselves as your Nerdy B Two b marketing friends here to break down 4 00:00:24.280 --> 00:00:28.160 some original research for you today. So, if you're new to this, 5 00:00:28.800 --> 00:00:33.320 we asked a hundred B two B marketing leaders fifteen questions and we have been 6 00:00:33.359 --> 00:00:37.320 breaking down the findings on these original research episodes. Last week I actually went 7 00:00:37.359 --> 00:00:42.079 back through and I tagged all of our original research episodes so they're easier to 8 00:00:42.119 --> 00:00:44.359 find in the feed. You can scroll back through, you can check those 9 00:00:44.359 --> 00:00:49.719 out. Today we want to talk through the tech stack and tech can be 10 00:00:49.799 --> 00:00:52.880 one of those things. It will skyrocket your productivity, it will help you 11 00:00:52.920 --> 00:00:56.920 communicate more effectively with clients, it can automate systems, all that sort of 12 00:00:56.920 --> 00:00:59.679 stuff, but it can also give you a headache and it can be a 13 00:00:59.719 --> 00:01:03.200 pain to figure out how to implement learning new tools. And so we asked 14 00:01:03.439 --> 00:01:08.480 a hundred of these marketing leaders what technology are you looking to add to your 15 00:01:08.519 --> 00:01:11.680 tech stack? And we're gonna talk about that today. And I like this 16 00:01:11.760 --> 00:01:15.079 question because it showed some areas of focus, like desired growth and I think 17 00:01:15.120 --> 00:01:19.159 it's gonna give us some insights, give you some insights to walk away with, 18 00:01:19.400 --> 00:01:22.239 and we'll break that down over the next few minutes. James, I'M 19 00:01:22.239 --> 00:01:25.120 gonna throw it to you first here, because sweet fish has seen a bunch 20 00:01:25.120 --> 00:01:29.640 of growth over the last few years. So there's obviously key tech editions that 21 00:01:29.680 --> 00:01:33.760 we've had to add. As you think of what we've implemented for our team 22 00:01:33.799 --> 00:01:38.400 and our tech stack, anything that instantly boosted our productivity that sticks out to 23 00:01:38.439 --> 00:01:41.840 you that's been crucial to our work? Yeah, so two tools come to 24 00:01:41.879 --> 00:01:46.120 mind. One I think about our transition away from Treloh into a sauna. 25 00:01:46.920 --> 00:01:52.439 It just gave us a much cleaner way to actually action items that we were 26 00:01:52.439 --> 00:01:57.280 talking about in team meetings and put dates on them, and it was organized 27 00:01:57.280 --> 00:02:01.000 in such a way where I noticed almost instant our productivity going up and we 28 00:02:01.040 --> 00:02:05.799 started using a Sanna as opposed to at least the way we were using cello. 29 00:02:06.079 --> 00:02:08.840 There's probably some trailo masters out there that have figured out how to manipulate 30 00:02:08.879 --> 00:02:12.879 Trailo to make it work for them, but for us, you know, 31 00:02:12.879 --> 00:02:15.719 we're managing about a hundred different clients. Got A thirty five person team and 32 00:02:15.879 --> 00:02:21.000 I felt like we had just grown past what trailo could do for us, 33 00:02:21.080 --> 00:02:24.159 and so that move over to a sauna was incredibly helpful and also helped from 34 00:02:24.199 --> 00:02:29.360 a production workflow. So just the episodes that were producing. Again, a 35 00:02:29.400 --> 00:02:34.879 hundred different shows that we're producing, ten different producers, to streamline the process 36 00:02:34.879 --> 00:02:38.639 of how an episode gets produced, just found that Assana was way better. 37 00:02:38.919 --> 00:02:43.199 And then on the marketing front, going really going all in with Hubspot, 38 00:02:43.319 --> 00:02:46.159 I think helped us a ton. We're managing all of our de like how 39 00:02:46.199 --> 00:02:51.520 our deals flow through our pipeline. Their dashboards are, I think, pretty 40 00:02:51.520 --> 00:02:53.479 incredible. So I've gotten a lot of value out of those two tools. 41 00:02:53.520 --> 00:02:58.159 A Sanna on Hubspot. So, Dan, on the marketing front of side 42 00:02:58.159 --> 00:03:00.479 of things. I Know James has been here since the beginning, but you, 43 00:03:00.599 --> 00:03:02.120 when you came on the team, you're more focused on marketing. Is 44 00:03:02.159 --> 00:03:06.039 there anything we've added to our tech deck in your time here that you're like, 45 00:03:06.039 --> 00:03:09.439 oh, this was super crucial for us. Dude, when I started 46 00:03:09.479 --> 00:03:14.639 we were using hubspot and then I took us away from hubspot and then we 47 00:03:14.680 --> 00:03:20.199 went back to hubspot. So what I realized is that we really needed hubspot, 48 00:03:20.639 --> 00:03:23.159 the hubs. Hubspot does the Best B two B. It's just that 49 00:03:23.199 --> 00:03:28.520 I was still new to be to be and I didn't realize how freaking good 50 00:03:28.719 --> 00:03:31.319 hubspot it was dealing with the B Two b environment than than it was or 51 00:03:31.639 --> 00:03:36.639 than I had previously come known from B to c on the hubspot was just 52 00:03:36.719 --> 00:03:38.599 overpriced and what it could do, and then I realized, oh no, 53 00:03:38.680 --> 00:03:42.680 there's way more under the hood and a B Two b situation that makes hubspot 54 00:03:42.719 --> 00:03:46.719 totally worth it. Yeah, yeah, it's interesting when we were looking at 55 00:03:46.759 --> 00:03:50.280 the findings what people said. So I'll just going to some of the results 56 00:03:50.319 --> 00:03:54.439 from asking this question. Marketing Automation tools is definitely the most popular answer. 57 00:03:54.800 --> 00:03:59.960 That was stated over and over again by these marketing leaders. And then other 58 00:04:00.080 --> 00:04:02.199 answers, if you're just bucketing them, which I like doing that to try 59 00:04:02.240 --> 00:04:08.280 to give us themes, attribution, crm and then video, which we were 60 00:04:08.280 --> 00:04:11.520 talking before we hit record on this, and video. You might not immediately 61 00:04:11.560 --> 00:04:15.520 go tech stack when you think of video, but instead you're thinking of like 62 00:04:15.520 --> 00:04:20.000 your content creation suite and that video is clearly a huge part of that in 63 00:04:20.040 --> 00:04:24.000 today's, you know, marketing landscape. So you it does make sense it 64 00:04:24.120 --> 00:04:27.000 just when I first saw that as the results, like Oh, that's interesting. 65 00:04:27.079 --> 00:04:30.279 So I'm I might be the only one, but I did need some 66 00:04:30.319 --> 00:04:35.600 clarity around the difference between marketing automation tools and a CRM so I'm like preparing 67 00:04:35.639 --> 00:04:40.680 for this and actually just like googled I came across the Business News daily. 68 00:04:40.720 --> 00:04:46.639 They had this as the differentiator. They say customer relationship management. So crm 69 00:04:46.680 --> 00:04:50.839 software and marketing automation software serve different purposes. The main difference between crm software 70 00:04:50.879 --> 00:04:58.120 and marketing automation software is that the CRM software is used primarily for sales purposes 71 00:04:58.360 --> 00:05:01.720 and marketing automation is used sleep for marketing. So there's some like cross over 72 00:05:01.759 --> 00:05:04.519 there, especially when you depending on the type of team, you structure, 73 00:05:04.560 --> 00:05:08.720 you sit in, you might be using very similar tools. But that's the 74 00:05:08.759 --> 00:05:12.720 differentiator. Dan, I thought it would be good for us to talk through 75 00:05:12.800 --> 00:05:17.240 first why marketing automation is so important and then maybe take us through some of 76 00:05:17.279 --> 00:05:21.839 the top marketing automation tools. Could we do that? Absolutely. Marketing Automation 77 00:05:21.879 --> 00:05:26.800 is important because it allows you to extend all the things that you want to 78 00:05:26.839 --> 00:05:30.800 do in the sequence that you would actually would want them want to do it 79 00:05:30.839 --> 00:05:34.040 in and I became very aware of my need for this thing even before it 80 00:05:34.079 --> 00:05:40.519 was even called marketing automation. I was twenty four and somebody had finally given 81 00:05:40.560 --> 00:05:43.959 this kid a break and let me take over a brand that nobody cared about. 82 00:05:44.079 --> 00:05:47.439 It was like the JV girls volleyball team, like nobody cared about it. 83 00:05:47.480 --> 00:05:49.800 No one gave it time or resources, and they're like here, Dan, 84 00:05:50.040 --> 00:05:53.439 you could do something with this brand. I was like yes, I'm 85 00:05:53.439 --> 00:05:57.319 going to freaking crush it. and Um, as a team of one, 86 00:05:57.680 --> 00:06:00.759 it was a struggle. I had email to send, some social posts like 87 00:06:00.800 --> 00:06:04.759 two thousand ten, like facebook pages were becoming a thing. I was sending 88 00:06:04.759 --> 00:06:08.959 out direct mail. People were coming to the website and asking for information. 89 00:06:08.959 --> 00:06:12.120 I just didn't have a way to really organize at all and even follow up 90 00:06:12.120 --> 00:06:16.120 with the people that were like begging for more information. Then I discovered marketing 91 00:06:16.120 --> 00:06:19.720 animation, and it's one of many discoveries I had that year, but one 92 00:06:19.720 --> 00:06:24.399 of the big pieces was how to just create a simple sequence so that every 93 00:06:24.439 --> 00:06:29.519 time someone went to the website requested a brochure, it would kick off the 94 00:06:29.560 --> 00:06:31.920 simplest sequence of Oh, send it to the mailing house to send them a 95 00:06:31.959 --> 00:06:39.480 brochure right internal fulfillment. Send that person an email saying, hey, here's 96 00:06:39.519 --> 00:06:43.319 the basic information you probably are based on the most frequently asked questions we get 97 00:06:43.360 --> 00:06:46.160 in the call center that you probably want to know, and then a drip 98 00:06:46.199 --> 00:06:49.040 sequence of next most likely questions they're going to ask sent to them. So 99 00:06:49.079 --> 00:06:54.079 I know, hey, they're being nurtured in a relatively kind of simple manner, 100 00:06:54.120 --> 00:06:57.120 but back then was revolutionaries. There's less emails I had to send them 101 00:06:57.160 --> 00:07:00.240 follow up with people. It's almost like you could ask yourself, what would 102 00:07:00.279 --> 00:07:02.279 we like to have happened here if we had an unlimited amount of time and 103 00:07:02.399 --> 00:07:05.240 energy to do all this stuff we wish we could do? That's what you 104 00:07:05.279 --> 00:07:09.959 can do with marketing automation is to make sure the right things are actually happening 105 00:07:10.120 --> 00:07:13.079 at the right time and the way you would like them to happen. And 106 00:07:13.120 --> 00:07:16.839 of course there's limitations with it and every software has its own limitations of things 107 00:07:16.839 --> 00:07:19.480 that can or can't do. So you kind of have to build around what 108 00:07:19.639 --> 00:07:23.600 these programs are actually able of doing, because, even though you'd like to 109 00:07:23.639 --> 00:07:27.120 go personal with everyone you know, some make it easier to do that than 110 00:07:27.160 --> 00:07:31.399 others. Some of my favorite software programs that I've looked at and some of 111 00:07:31.399 --> 00:07:34.600 them my views, but others I've just heard about a lot from others, 112 00:07:34.759 --> 00:07:39.000 is, of course, number one's hubspot. I think everybody knows the hubspot 113 00:07:39.079 --> 00:07:43.800 kind of rules the marketing automation game. But then right behind it is salesforce 114 00:07:43.920 --> 00:07:47.279 with marketing cloud and part DOTS. There two solutions. There's Marcato, very 115 00:07:47.279 --> 00:07:50.000 popular in the B two B space. I don't know why, but people 116 00:07:50.240 --> 00:07:54.279 like it, I guess, the time, and then for smaller B two 117 00:07:54.279 --> 00:07:58.199 B companies, active campaign and infusion software definitely still in the mixes being really 118 00:07:58.279 --> 00:08:01.560 popular. And a little shout out to mail chimp, though I don't really 119 00:08:01.160 --> 00:08:05.199 you could call that marketing automation, but it's there. I guess it's okay. 120 00:08:05.839 --> 00:08:09.560 It's interesting on the mail chimp side, which is funny because we're like 121 00:08:09.160 --> 00:08:13.920 talking about mail chimp last last time too, but they are expanding and it's 122 00:08:13.920 --> 00:08:20.000 interesting to watch like what they're adding, because they were really niche and now 123 00:08:20.519 --> 00:08:22.199 I'll continue to watch where they go from here, but it does feel like 124 00:08:22.199 --> 00:08:26.160 they're going down the marketing automation track a little bit more now. They've got 125 00:08:26.160 --> 00:08:30.079 that into it, money they got acquired by into it a couple of years 126 00:08:30.079 --> 00:08:33.759 ago and and now they got that big company money to to dump into their 127 00:08:33.759 --> 00:08:37.320 products for the big boy energy. Yeah, yeah, for sure. They're 128 00:08:37.360 --> 00:08:41.519 all over that now. They're just what can we spend money on? How 129 00:08:41.559 --> 00:08:45.240 can we grow? Absolutely I was watching the NFL week. One of the 130 00:08:45.320 --> 00:08:50.240 NFL happened two days ago and uh, I'm seeing into it mail, chimp 131 00:08:50.320 --> 00:08:54.039 ads and so I thought, okay, that's that's that big boy money. 132 00:08:54.200 --> 00:08:58.399 You got that into it cash dropping it on TV commercials. Well, I 133 00:08:58.440 --> 00:09:01.000 think it's fascinating. Again ago. Okay, so marketing automation tools. It 134 00:09:01.039 --> 00:09:05.000 makes sense why we'd be looking into that to add our tech stack attribution crm. 135 00:09:05.200 --> 00:09:09.279 When we we flip from just findings two recommendations, James, as you 136 00:09:09.360 --> 00:09:13.159 hear all this and we're walking through it, anything that first jumps out at 137 00:09:13.200 --> 00:09:16.159 you? Yeah, I think for me it's, you know, marketing teams 138 00:09:16.240 --> 00:09:22.960 need to be looking for ways to save time on on the tasks that are 139 00:09:22.039 --> 00:09:28.279 going to drive pipeline. We've seen in this research from different questions that pipeline 140 00:09:28.360 --> 00:09:33.840 is ultimately what marketers are are measured on and so I think thinking about your 141 00:09:35.120 --> 00:09:39.399 tools in such a way that, you know what allows me to focus as 142 00:09:39.480 --> 00:09:43.600 much energy as I can on driving pipeline, as much creative energy. So 143 00:09:43.960 --> 00:09:46.519 for us, you know, it's a sauna, it's hubspot. There are 144 00:09:46.519 --> 00:09:50.879 a few other tools, but I think marketing teams can get really Geeky when 145 00:09:50.919 --> 00:09:54.519 it comes to like putting together a tech stack, and at the end of 146 00:09:54.559 --> 00:09:58.799 the day what you're trying to do is is be as efficient as possible so 147 00:10:00.120 --> 00:10:03.320 you can focus all of your creative energy on how you can drive pipeline for 148 00:10:03.320 --> 00:10:09.000 the business. Yep, and piggybacking off of that, I think video becomes 149 00:10:09.120 --> 00:10:13.519 like it's so important and we talk about it and like we specifically are like 150 00:10:13.600 --> 00:10:18.960 nonstop on the video train right now. But it's interesting because even our evolution, 151 00:10:18.000 --> 00:10:20.600 like I look, when I came onto the team back in November, 152 00:10:22.080 --> 00:10:28.679 we're a podcasting agency. We were not really utilizing video in any meaningful way, 153 00:10:28.799 --> 00:10:33.519 especially on Linkedin, and so it's like we want to have these ways 154 00:10:33.519 --> 00:10:37.120 where we can communicate our message effectively in a personal way and we want to 155 00:10:37.200 --> 00:10:41.000 do that not I don't have to rerecord over and over and over again right 156 00:10:41.039 --> 00:10:46.919 like I want to distribute this content well. So thinking through strategically, how 157 00:10:46.919 --> 00:10:48.639 do we get our message into the market, how do we do it effectively 158 00:10:48.679 --> 00:10:52.679 and how do we save time while doing it? To me, that's been 159 00:10:52.679 --> 00:10:56.440 the evolution from basically over the last ten or so months that I've been on 160 00:10:56.480 --> 00:11:00.559 the team, is how we think about video and how it can actually like 161 00:11:00.759 --> 00:11:03.639 you could put that in your automated sequences and it could add a personal touch 162 00:11:03.679 --> 00:11:11.240 and there's there's so many elements to putting video into your marketing automation. That 163 00:11:11.039 --> 00:11:15.399 is incredible. And then obviously it's a great social tool and and all the 164 00:11:15.440 --> 00:11:18.440 things there. But that's what came to my mind initially as I'm looking at 165 00:11:18.480 --> 00:11:22.240 these like you can partner video with marketing automation, with it with the other 166 00:11:22.320 --> 00:11:24.120 things that were kind of in that list. Dan, how about you, 167 00:11:24.159 --> 00:11:31.039 man? Do you find that marketing automation like critical for scaling your marketing efforts, 168 00:11:31.480 --> 00:11:35.159 but it doesn't substitute for your marketing? No, how like you just 169 00:11:35.200 --> 00:11:39.919 can't get a Marcato or an infusion software hubspot and expect to be good at 170 00:11:39.960 --> 00:11:43.480 it right away. Right. It's like it's like downloading photoshop and being being 171 00:11:43.480 --> 00:11:46.440 able to like make something beautiful with it. Yeah, there's kind of a 172 00:11:46.440 --> 00:11:52.919 skill involved. We're getting some landing page dragon drop software and thinking you can 173 00:11:52.960 --> 00:11:58.320 just from a template make a landing page that can convert the traffic over um 174 00:11:58.320 --> 00:12:03.360 at a high percentage. They're skills involved and how to use these automation tools 175 00:12:03.679 --> 00:12:05.279 and it's not easy to come by, because even the people who are great 176 00:12:05.320 --> 00:12:09.799 at marketing ops don't necessarily have the marketing chops in order to know what emails 177 00:12:09.840 --> 00:12:13.000 need to go where. And then the copywriters who know how to write good 178 00:12:13.039 --> 00:12:18.360 emails or right good content sometimes struggle with you. But what's possible with the 179 00:12:18.399 --> 00:12:22.120 how you can craft their journey and these marketing automation tools. So it's kind 180 00:12:22.159 --> 00:12:24.320 of a diverse skill set you need to even be successful with them, which 181 00:12:24.320 --> 00:12:28.480 is why are the people that are good at it are kind of rare and 182 00:12:28.000 --> 00:12:33.120 well worth the money you can invest with them, because it's a strong Nix 183 00:12:33.200 --> 00:12:37.320 of technical knowledge of what's possible here and then how to actually use it to 184 00:12:37.399 --> 00:12:41.519 create a journey that's, you know, worthwhile. B Two B growth will 185 00:12:41.519 --> 00:12:48.960 be right back. There are a lot of questions on marketers minds right now 186 00:12:50.159 --> 00:12:54.600 and analyzing the latest trends can be a full time job in itself. Can, 187 00:12:54.639 --> 00:12:58.159 then, a r filter really improve brand awareness? Why are streaming ads 188 00:12:58.159 --> 00:13:01.840 so allowed? What do viewers really think about shoppable ads? Marketing Group does 189 00:13:01.919 --> 00:13:07.000 the hard work for you, dropping a quick to read free newsletter in your 190 00:13:07.039 --> 00:13:13.639 inbox every weekday, covering essential topics from influencers and advertising to social media and 191 00:13:13.679 --> 00:13:16.879 more. Marketing Group never misses a beat. Get The answers you've been looking 192 00:13:16.919 --> 00:13:20.519 for, along with the ones you haven't even thought of yet. Upgrade your 193 00:13:20.559 --> 00:13:26.799 game alongside a growing community of over two hundred and sixty five thousand marketing professionals. 194 00:13:28.000 --> 00:13:31.080 Check it out by clicking the link in our show notes right now. 195 00:13:33.840 --> 00:13:37.120 So it's kind of a diverse skill set you need to even be successful with 196 00:13:37.159 --> 00:13:39.200 them, which is why are the people that are good at it are kind 197 00:13:39.240 --> 00:13:45.080 of rare and well worth the money you can invest with them, because it's 198 00:13:45.120 --> 00:13:50.039 a strong Nix of technical knowledge of what's possible here and then how to actually 199 00:13:50.120 --> 00:13:52.759 use it to create a journey that's, you know, worthwhile. And you're 200 00:13:52.799 --> 00:13:56.639 also balancing like what do we want to tell them with? What do they 201 00:13:56.679 --> 00:14:01.279 want to hear? What do they actually know already. That's such like when 202 00:14:01.279 --> 00:14:05.720 we talk about being personal in your marketing. Its success can sound fluffy, 203 00:14:05.759 --> 00:14:09.240 but that's where they start to meet, right where it's like, okay, 204 00:14:09.600 --> 00:14:11.440 we want to tell this message to the market. But also they might not 205 00:14:11.440 --> 00:14:16.039 be educated, they might like there's a million things that they might have questions 206 00:14:16.039 --> 00:14:20.799 on that we think they already know. So having someone that can put themselves 207 00:14:20.840 --> 00:14:24.240 as a marketer in their shoes of the person that you're trying to educate that 208 00:14:24.399 --> 00:14:31.279 skill is is extremely, extremely important, James, for you on video specifically, 209 00:14:31.320 --> 00:14:33.919 as we I know, we have like made a concerted effort in the 210 00:14:33.960 --> 00:14:39.120 last I'd say a few months to be just like heavy there. Talk a 211 00:14:39.120 --> 00:14:41.240 little bit about that and why you've just been like okay, we have to 212 00:14:41.320 --> 00:14:45.159 we have to go all in on video and like some of the strategy, 213 00:14:45.200 --> 00:14:48.840 if you would. Yeah, so I went to lunch, I don't know, 214 00:14:48.879 --> 00:14:50.519 I guess it was a couple of months ago now, with my friend 215 00:14:50.600 --> 00:14:56.039 Todd Klauser, and it was after he had really started to blow up on 216 00:14:56.080 --> 00:15:00.399 Tiktok and on on Linkedin. We've been friends since he was at, I 217 00:15:00.399 --> 00:15:05.799 think, customer gauge prior to joining refined labs and he wasn't really doing a 218 00:15:05.799 --> 00:15:09.240 lot of video back when he was a customer gauge and then gets to refined 219 00:15:09.320 --> 00:15:13.679 labs starts doing a ton of video on both Tiktok and Linkedin, and I 220 00:15:13.720 --> 00:15:16.039 had already met up with todd, I think, a couple of times at 221 00:15:16.080 --> 00:15:18.879 that point. We were we were friends, and I remember showing up and 222 00:15:18.919 --> 00:15:22.960 seeing him at lunch, this guy that I've already I'm already friends with, 223 00:15:24.240 --> 00:15:28.000 and I remember the feeling that I had like I was meeting with the celebrity 224 00:15:28.159 --> 00:15:33.919 because I was seeing him show up in my feed both on Tiktok and linkedin 225 00:15:35.600 --> 00:15:39.559 every day for the last like several months since we had met for lunch prior 226 00:15:39.639 --> 00:15:45.000 to that, and it's something clicked in my mind at that point. I 227 00:15:45.039 --> 00:15:50.080 was like we have to start taking video serious because if you can build that 228 00:15:50.159 --> 00:15:54.559 kind of affinity just by putting yourself on camera and showing up in an intimate 229 00:15:54.600 --> 00:16:00.000 spot like someone's feed in a social platform that they use every single day. 230 00:16:00.159 --> 00:16:04.919 And I've heard a lot about the psychology behind like particularly with Tiktok, because 231 00:16:04.960 --> 00:16:11.080 it takes up the the entire screen when you're watching a tiktok video. It's 232 00:16:11.120 --> 00:16:17.080 like your whole phone is consumed with this person's face talking to you, and 233 00:16:17.120 --> 00:16:22.080 so the intimacy that comes from that is real. And I just remember sitting 234 00:16:22.120 --> 00:16:26.720 across the table at my favorite pizza spot with todd going, oh my gosh, 235 00:16:26.759 --> 00:16:29.440 I'm getting to I'm getting to have lunch with Todd Klauser, and it's 236 00:16:29.440 --> 00:16:30.399 like, wait, a minute, I'm already friends with this guy. What 237 00:16:30.440 --> 00:16:34.519 do I think? Like? But because he has mastered video, he's been 238 00:16:34.559 --> 00:16:37.679 able to build affinity like he has done with me, somebody who's already his 239 00:16:37.759 --> 00:16:44.279 friend, with thousands of other people that have never had the opportunity to actually 240 00:16:44.279 --> 00:16:48.279 become friends with him feel like they are his friend. And so that, 241 00:16:48.399 --> 00:16:52.840 Aha, really drove me to saying we have to start doing video much more 242 00:16:52.879 --> 00:16:56.639 consistently. So we started really nailing down, like what are our pillar pieces 243 00:16:56.639 --> 00:17:00.360 of content going to be? What are the series gonna be? BTB, 244 00:17:00.440 --> 00:17:03.720 growth, original research, the journey, the Echo Chamber, and we just 245 00:17:03.759 --> 00:17:10.319 need to be scheduling these recordings on a regular basis so that we can pull 246 00:17:10.400 --> 00:17:14.559 clips from our pillar content that goes to our podcast and use it on social 247 00:17:14.599 --> 00:17:18.480 for our video strategy. And I noticed it whenever I went to Dallas a 248 00:17:18.519 --> 00:17:22.680 few weeks ago for podcast movement. I had multiple people come up to me 249 00:17:22.160 --> 00:17:26.319 and call me out and like Oh, hey, James, SAMs, James. 250 00:17:26.640 --> 00:17:29.920 And it's not like it happened everywhere. I'm not pretending like I'm I'm 251 00:17:30.079 --> 00:17:33.720 I've reached any sort of even micro celebrity status, but I don't think that 252 00:17:33.759 --> 00:17:40.039 those few people would have sought me out and and found me across the hall 253 00:17:40.079 --> 00:17:45.720 at the conference if I hadn't started getting really aggressive with video for the months 254 00:17:45.799 --> 00:17:48.640 leading up to that event. So I've I've seen it work and I'm convinced 255 00:17:48.640 --> 00:17:52.119 that even though the you know, I'll put up a video and it gets 256 00:17:52.160 --> 00:17:55.200 twenty five likes and I'm like a man. I could do a text post 257 00:17:55.519 --> 00:17:59.359 and get a hundred and fifteen likes on that same post, but I can't 258 00:17:59.359 --> 00:18:03.240 build the kind affinity that I can getting, you know, a thousand views 259 00:18:03.240 --> 00:18:06.640 and twenty five likes on a linkedin video. So I know that, like 260 00:18:06.720 --> 00:18:11.240 my pride and my ego has to get set to the side for actual business 261 00:18:11.240 --> 00:18:15.279 results and an actual affinity building. You know what's interesting on that too, 262 00:18:15.359 --> 00:18:21.599 is videos so underrated because you can sit behind and type for as as long 263 00:18:21.640 --> 00:18:23.720 as you want and get your wording all right, but then when someone meets 264 00:18:23.720 --> 00:18:27.359 you in person, if you're you can't actually hold like good back and forth. 265 00:18:27.519 --> 00:18:32.480 It's it's interesting to watch that dynamic versus. If you choose to get 266 00:18:32.480 --> 00:18:34.599 good on video, granted you don't have to go live right so you can 267 00:18:34.640 --> 00:18:40.119 be editing, but you you see what you come off like and you're able 268 00:18:40.160 --> 00:18:45.160 to tweak things and change and your vocabulary grows even like hosting podcasts now for 269 00:18:45.279 --> 00:18:48.880 five years. Like the way I say things or how I think about what 270 00:18:48.880 --> 00:18:52.200 I'm gonna say is vastly different, and so if you want to get better 271 00:18:52.240 --> 00:18:56.240 at messaging and how you word things, trying to talk it out is a 272 00:18:56.359 --> 00:19:00.079 really valuable way of trying to figure out do I communicate my message effectively? 273 00:19:00.119 --> 00:19:03.079 And then on the todd closser thing, I have to tell you, James, 274 00:19:03.079 --> 00:19:07.200 this is kind of funny because watching his evolution over the last few months, 275 00:19:07.200 --> 00:19:11.359 where he's like todd to me is the funny guy. He's like I 276 00:19:11.480 --> 00:19:17.480 go to Linkedin and he's he's funny and I watched so many of his videos 277 00:19:17.599 --> 00:19:21.160 on silent for a while where it's just like either subtitles on the screen or 278 00:19:21.160 --> 00:19:25.440 whatever. I check in now and then then, like time goes by and 279 00:19:25.440 --> 00:19:27.440 all of a sudden, like the last month or so, I'm like wait, 280 00:19:27.640 --> 00:19:34.240 todd serious, he's serious todd now and he's like actually dropping bombs. 281 00:19:34.559 --> 00:19:38.039 Yeah, it's great content, but you gotta have both sides of Todd. 282 00:19:38.079 --> 00:19:41.640 We need to make sure that he keeps the funny side very active, because 283 00:19:41.799 --> 00:19:45.440 everybody loves loves that as well. I just thought it was funny. If 284 00:19:45.440 --> 00:19:49.920 you're listening here here, Benji, bring back the funny. We don't have 285 00:19:49.960 --> 00:19:52.680 to say goodbye the serious todd, but we need some funny todd in our 286 00:19:52.720 --> 00:19:56.119 lives. Exactly, exactly. Okay, Dan, one thing on the list 287 00:19:56.519 --> 00:20:03.319 was also just talking through just not relying solely on marketing attribution software. So 288 00:20:03.400 --> 00:20:07.720 can you just talk us through anything else here that you you thought stood out 289 00:20:07.759 --> 00:20:11.599 to you on on the attribution side? The attribution side is interesting because when 290 00:20:11.599 --> 00:20:14.559 I saw that, that's like it's one of the top pieces of marketing tech 291 00:20:14.640 --> 00:20:18.839 that marketers are looking to acquire so they can be more data driven. It 292 00:20:18.880 --> 00:20:22.400 just kind of makes me smile and hanging my head a little bit it's such 293 00:20:22.519 --> 00:20:29.440 there's such a strong narrative to be data driven. Yet marketing attribution software only 294 00:20:29.480 --> 00:20:33.640 gives you one piece of the puzzle that you need to tell like a complete 295 00:20:33.720 --> 00:20:36.960 story about what's going on, and even then I don't think you can actually 296 00:20:37.000 --> 00:20:40.119 get the full story. It's like, you know, trying to read tea 297 00:20:40.240 --> 00:20:44.400 leaves in order to tell the future and your your cup. Here marketing attribution 298 00:20:44.480 --> 00:20:47.920 just gives you one tiny little snippet. Is it worth it? Yes, 299 00:20:48.160 --> 00:20:51.599 it's more than nothing. So I like what attribution software can tell me. 300 00:20:51.640 --> 00:20:55.319 I'm like the naysayers now are going against that narrative and saying it can't tell 301 00:20:55.359 --> 00:20:56.519 you anything. Oh, I could tell you something. You can tell me 302 00:20:56.559 --> 00:21:00.160 which of my paper Click advertisements are working the best. It can tell me 303 00:21:00.160 --> 00:21:04.519 which SCO efforts to spend more time on. It can tell me how well 304 00:21:04.599 --> 00:21:10.279 my SMS and email marketing campaigns are going. You can tell me a lot, 305 00:21:10.599 --> 00:21:12.599 but it only tells me one piece of the story. It doesn't make 306 00:21:12.680 --> 00:21:17.000 up for what I call like the three pronged like attack you can do to 307 00:21:17.039 --> 00:21:22.200 try to understand what the customer journey is actually like, because the other two 308 00:21:22.200 --> 00:21:25.480 big pieces of it are are you actually just talking to your customers, like 309 00:21:25.559 --> 00:21:27.920 you having conversations with them and asking them what their journey was, and then 310 00:21:27.920 --> 00:21:32.160 are you just putting it into surveys and asking them like hey, how did 311 00:21:32.160 --> 00:21:34.079 you hear about us? And leaving an open field probably the easiest thing you 312 00:21:34.079 --> 00:21:37.319 could do, and it's on your demo farm or your consultation farm. How 313 00:21:37.319 --> 00:21:40.599 did you hear about us? Leave him a blank field and just let them 314 00:21:40.599 --> 00:21:42.079 tell you. A lot of them remember. Let them tell you, and 315 00:21:42.079 --> 00:21:48.240 then you can kind of triangulate between marketing, attribution surveys and Gen them just 316 00:21:48.279 --> 00:21:51.319 getting it straight from their mouth, you can kind of get a better picture 317 00:21:51.319 --> 00:21:53.640 of what's going on. So I'm happy that people are going after it, 318 00:21:53.880 --> 00:21:56.839 but I'm also kind of scared that it becomes the one leg of the stool 319 00:21:56.880 --> 00:22:00.480 that they just rest on. They're just gonna fall over on it. Though, 320 00:22:00.400 --> 00:22:04.359 Dan and and Benji, one of the things that I saw in this 321 00:22:04.519 --> 00:22:08.680 research there are some marketers that we surveyed that said that they wish a tool 322 00:22:08.720 --> 00:22:12.240 existed that wasn't on the market. So there's things like a tool to help 323 00:22:12.240 --> 00:22:15.960 with creating a fan base, a way to keep in touch with dead leads 324 00:22:17.039 --> 00:22:21.680 that doesn't feel automated and and and instead feels human, something that you know, 325 00:22:21.799 --> 00:22:26.119 utilizes personal SMS, a a B M tool that helps you do personal 326 00:22:26.160 --> 00:22:30.880 a B M, opposed to personalized a b m. and when I saw 327 00:22:30.920 --> 00:22:33.000 that stuff come back in the research, I just thought, well, no, 328 00:22:33.240 --> 00:22:37.599 Dubh like, that's your job as the marketer, like you were probably 329 00:22:37.839 --> 00:22:44.279 compensated very well to be a great copywriter and to write copy that doesn't sound 330 00:22:44.359 --> 00:22:48.640 like a robot wrote it and that does sound more human. A tool with 331 00:22:48.720 --> 00:22:52.640 helping create a fan base. Oh, man, like, that's that's why 332 00:22:52.680 --> 00:22:57.640 they hired a marketer, like there's so much that goes in to creating, 333 00:22:59.079 --> 00:23:03.119 you know, creating a fan base, creating affinity. It's creativity, it's 334 00:23:03.160 --> 00:23:07.960 outside the box thinking. A tech stack is it almost feels silly to have 335 00:23:07.000 --> 00:23:10.599 to say this out loud, but a tech stack is not going to solve 336 00:23:10.640 --> 00:23:14.240 that problem. And, man, if it did, then I don't know, 337 00:23:14.359 --> 00:23:18.640 like that that tool would be worth billions of dollars in about six seconds. 338 00:23:18.640 --> 00:23:22.599 But that's to me. What's so invigorating about being a marketer is getting 339 00:23:22.680 --> 00:23:27.200 to think through these things and figure this stuff out so that you can drive 340 00:23:27.240 --> 00:23:32.359 pipeline for your organization. Instead of, you know, just hoping that there's 341 00:23:32.440 --> 00:23:34.359 gonna be some tool out there to save the day, we should just had 342 00:23:34.359 --> 00:23:41.039 a tool that did my job. That's what I hear. I don't want 343 00:23:41.039 --> 00:23:44.480 to do anything. Yes, I mean, that's it right, because the 344 00:23:44.519 --> 00:23:48.440 tech stack needs to make us more efficient. It should help us get some 345 00:23:48.480 --> 00:23:52.599 of our time back when it's doing it what it should do right, like, 346 00:23:52.599 --> 00:23:55.359 if we're gonna add a tool make me more efficient, give me some 347 00:23:55.400 --> 00:23:57.839 extra time to then do exactly what you said, James, be more creative, 348 00:23:59.400 --> 00:24:03.160 be in a a headspace where I can think through strategy, through high 349 00:24:03.240 --> 00:24:06.759 level things that are going to push the organization forward. And, uh, 350 00:24:06.960 --> 00:24:08.720 they actually like allow me to do what I'm best at, you know. 351 00:24:10.079 --> 00:24:14.319 So don't take away my job, don't take away my job, but but 352 00:24:14.400 --> 00:24:18.480 allow me to do it to the best that I possibly can. And Uh, 353 00:24:18.759 --> 00:24:22.440 I love this episode. I think it's such a fascinating question because it's 354 00:24:22.440 --> 00:24:25.359 like, well, what are we gonna hear? You know, I think 355 00:24:25.400 --> 00:24:29.160 when you just hear the question on its own, what tech tool are you 356 00:24:29.200 --> 00:24:33.000 looking to add, you might not think of all the implications, but I 357 00:24:33.000 --> 00:24:36.279 think there's so many things we could we could highlight, and you guys did 358 00:24:36.319 --> 00:24:37.839 a great job of highlighting some of those today. So Hey, if you 359 00:24:37.880 --> 00:24:41.960 haven't listened to all the original research episodes, go back find them in the 360 00:24:41.000 --> 00:24:45.279 feed again. I did tag them, so you can see him now clearly 361 00:24:45.400 --> 00:24:48.319 in the B two B growth feed. If you haven't followed the show yet, 362 00:24:48.440 --> 00:24:51.799 go ahead and do that and then connect with Dan James and myself over 363 00:24:51.880 --> 00:24:55.799 on Linkedin. We're sharing some of these clips, this content over there and 364 00:24:55.839 --> 00:25:00.079 we also want to have conversations around marketing and business and life, so I 365 00:25:00.079 --> 00:25:03.079 would love to connect that way. We'll be back real soon with another episode. 366 00:25:03.079 --> 00:25:18.359 Thanks for listening, everybody. If you enjoy today's show, hit subscribe 367 00:25:18.400 --> 00:25:22.920 for more marketing goodness, and if you really enjoyed today's show, take a 368 00:25:22.960 --> 00:25:26.839 second to rate and review the podcast on the platform you're listening to it on 369 00:25:26.200 --> 00:25:30.240 right now. If you really really enjoyed this episode, share the love by 370 00:25:30.279 --> 00:25:33.680 texting you to a friend who would find it insightful. Thanks for listening and 371 00:25:33.720 --> 00:25:34.480 thanks for sharing.