593: How the Modern Marketer Has Become a Data Doctor w/ Vijay Kasireddy

ABOUT THIS EPISODE

In this episode we talk to Vijay Kasireddy, Co-Founder and CEO at Fiind.

Fiind: https://fiind.com/

Linkedin: https://www.linkedin.com/company/fiind-inc/

Tweet: https://twitter.com/fiindinsights

Facebook: https://www.facebook.com/fiindinsights

Looking for a guaranteed way to create content that resonates with your audience? Start a podcast, interview your ideal clients and let them choose the topic of the interview, because if your ideal clients care about the topic, there's a good chance the rest of your audience will care about it too. Learn more at sweet fish Mediacom. You're listening to the B to be growth show, podcast dedicated to helping be to be executives achieve explosive growth. What you're looking for techniques and strategies or tools and resources? You've come to the right place. I'm Jonathan Green and I'm James Carberry. Let's get it into the show. Welcome back to the BE TOB growth show. Today we are joined by VJ CASSARETTI. Vj is the CO founder and CEO at Find Vja. Welcome to the show. Thanks, Jonathan, for having me. It's great to be here. It's great to have you. I'll I'll be the first to admit we ran into some technical difficulties on my end last time that we were scheduled to have you on the show, and VJ, he was he was so marvelous about being flexible and allowing me to to rescoes with the interviews that we could work out all those technical audio glitches. So, Vja again, thank you so much. It's it really is going to be great to interview on the show we're going to be talking today. I Love I love today's topic. We're going be talking about how the modern mark or has become a data doctor, which I think is very compelling topic. But of course, before we get into today's topic, maybe you can tell us a little about what you and the find team or up to these days. Yeah, absolutely, Jonathan. So, in fact, someone recently reached out to me with a message that ran something like this. You know, hey, congrats on your growth. Looks like you're looking for people, hiding for people. We got this unique solution that you want to try, and I was like, you know, who wouldn't like some help, especially when you need it, and...

...it's free to try out. So this person who reached out to me, she noticed that we're hiring, we're expanding or launching, etc. Etc. And that these activities, which we call them signals, indicate a need and reached out to me at the right time and it what. So I imagine you can understand your potential customer needs, figured out who needs help and reach out to them with a message that addresses their needs. Better conversions and more customers, right. H so that's why I find this building a signal store, using artificial intelligence to help marketing and sales teams find their customers, whether it's new up cell or cross cell opportunities. HMM. Yeah, well, and certainly, and so, you know, finding buying the right customers at the at the right time and approaching with with the right message. You know. I mean, who couldn't use a little bit more of that in their business? So obviously, so you, you in the fine team are doing some fantastic things and I think that helps to to lay a little bit of groundwork about today's topic. You know, what we're really talking about how the modern marketer has actually become a data doctor. So, you know, VJ, tell me a little about this, this metaphor, about this analogy. What are we kind of talking about today? Yeah, absolutely, Jonathan. So you know, if you all think about it right, you know, a doctor diagnosis first and then prescribes medicine next. So if I have called, the doctor learns about my symptoms, such as you know, what's my temperature, what's my blood pressure? You know, do I have pain somewhere, etc? Before matching the right medicine or right treatment with my symptoms. So, if you think about it, a marketer is really no different. Learns about the customer needs and matches with the right solution and a message. The better the needs are understood, the more effective the messages, needing to improved conversions. So all of this, from a conceptual standpoint, is not really new. But what is new is that a lot of the data that wasn't available previously is available now, which means that marketers can now access and...

...act on the millions of you know, this customer signal data. One of the questions that I often get, Jonathan, is you know, what do you mean by signal? So signals are activities from people that indicate their potential needs and buying intent. So examples could be putting out an RFP out there, you know, how riding for people, modernizing systems. That are processes risk of cyber security, you know which a lot of people have been talking about it recently, and they can be millions of signals, depending on product, service, industry, etc. So this signal data can be used to determine the right customer profile that informs US WHO's likely to buy your products and services and, more importantly, why. So in many ways more than marketers are becoming part data doctors. Yeah, I think I've even I've said it on the on the show before, is that, you know, we have this sort of unbelievable access to to data, data points. It's just there's so much data to be had and to use and it's and it can be overwhelming and it's you know, it's because it's this idea of okay, you know what data is most important, what do you track, how do you use it? And it has become this incredibly complicated sort of landscape to navigate. And so I almost feel like the the doctor analogy is even more appropriate because you know, when you when you think, oh ahead, you know, doctors go through all this schooling and how much the you know they have to the keep track of and the education and everything that goes into it. It's such an incredibly important and complicated job and process. And so for modern marketers, obviously this is this is a an analogy, but it is, you know, there is more complicated than it ever has been. For so it requires an additional level of thoughts, of Finesse. So, and you...

...know, again, another reason why we're excited to have you on the show and talk about this now. We do have a few key takeaways as we're talking about how that data holds the keys to understanding the customers and their needs. So, VJ, let's talk about then. You know, in your estimation, what is the core function of marketing? Yeah, so, if I think about it, I have never seen a market get into trouble for successfully creating a lot of customer interest and investment, and those who do it again and again sort of become replaceable in their organizations. So I think about the essential function of marketing is to really create customers from interest to investment, again and again. And all the activities that that we think about, you know, be it the creating content, campaign creation, building communities or brand development, digital transformation, so all of this really support those outcomes of the essential function of marketing, you know, creating customers from interesting investment. And when you say investment, you know because you know, maybe maybe the lines have been blurred a bit between sales and marketing these days, especially, you know, if you're into ABM and right and you align your teams. When you talk about investment on the marketing side, I mean are you talking about, you know, a financial investment and emotional investment or just a personal investment that you know? Now we can start talking about an actual sale. Yeah, so that there are two part strait. So there is both the emotional investment, getting the customer emotionally interested in your brand, in your product and service, but also getting the financial investment, getting the customer to sign the check. But of course, you know, sales would come into play in there and the role of a marketer would become sales enablement. You know, once, once the engagement, you know, with the sales teams actually starts. So be the ABM, be providing an effective content and continuing that path...

...from the interest where there is a lot more involvement from a marketing standpoint, but as you go through the final step of getting the customer to actually getting to write the check or invest. So there's obviously a lot of opportunity for marketer to help the sales as well as the customer to actually buy in. Hmm, Yep, absolutely. Okay. So another takeaway that we're going to be touching on is this idea that, you know, the understanding the customer. So we've touched on it a little bit in terms of we've got all of this data, but what does it really take to then understand your customer? Yeah, so to create the customer interest and investment and keep them and, of course, sets by them, you would want to understand who your customers are, both new and existing. Not only who they are, but what their needs are. Why did the invest in all of those questions that are important to be able to target the right customers. So this requires a customer three hundred and sixty data. So if you were to think of the customer data as a brain, it would have two parts, the left brain and the right brain, so to speak. So one part is typically distributed across all your internal systems, such as your pcrm, marketing, etc. Where the data tends to be mostly structured and is like the left brain, and another part of the data lives externally, where you know it's mostly unstructured and it's like the right brain. We want both that, the left and the right brains, come together for a two, three hundred and Sixty d review to best understand your customer needs and intent. So let me give an example. When the marketing team looked at the internal data of a media company, all of the customer attributes looked so similar that the team struggle to come up with meaningful set of segments to invest in. And so that's when, so to speak, we brought the right brain in and added external data, external signals, such as how mature their digital marketing is, whether the potential...

...customers are Seo optimized, how wardern their marketing technology stack is, etc. A clearer picture emerged, and what we noticed is that companies that were digitally mature and technology savvy in certain industries represented the just opportunities and as a result of which the opportunities went up by tenfold. And so the question to ask really for marketers is do you have access to all the data, internal and the external, the left under right brains, to be able to understand the customer needs and to plan effectively? This is great. We're not we're not only asking our listeners to become data doctors, we're asking them to become data brain surgeons. I feel like at this point, next level we're talking about here, but it makes a lot of sense, and so you're understanding the customer what are I mean? And you have then a couple different, several different dimensions to the data. Let's let's talk about that. So, just like a doctor, how he or she would use all the tools to be able to get the list of all the symptoms and all the data about the patients. So, similar to that, once you have access to all the data, you have a customer six to view. Then you want to be able to diagnose and you want to be able to answer questions such as WHO's likely to buy and why, and when and how should I reach out to them? And the answers to this questions really in a lie, in three dimensions. So that is that is what we call the fit. We call the intent and the timing. So if you think about the fit, it's really about similar customers, similar successful customers from the historical data, based on the internal data, such as the pomographics and demographics, etc. The intent is about the readiness to buy, so this is based on all the external...

...data, such as certain actions, such as leadership, change or hiding, or changes in technology, and so on and so forth. And finally, the timing gives us an idea on whether the customer is looking to make a decision this week or this month or this quarter, and really the interplay between these three dimensions can help prioritize your marketing investments, for example, accounts that have, you know, high fit and high intent. Probably you want to invest majority of your budgets for multitouch campaigns, you know, from call downs to social campaigns, to email, what have you. And then one of the interesting things about this is once you have the customer three six to view, once you have all these dimensions, any opportunity that you have in the pipeline or somebody visiting your website, you could also flow them through this engine and rank them real time for better prioritization. Vja Is in and obviously you said that all three of these dimensions there's there's overlap and interplay. Of course there is. It sounds a little bit like the the intent, though, is incredibly linked to the timing. And terms of the intent, you said that there are certain markers, you know, if there's a growth or leadership change or whatever it is. I mean, is it is that of one to one sort of correlation with the timing or there is still definitely some some nuance there between the two. Yeah, there's certainly a lot of new ones actually. So that is the timing sometimes can be very direct. So when you see an RFP out there, so clearly people are have certain time timelines and mindstones, whether a lot of other signals where the timing is not very clear or it maybe a subtle indication of timing. And so that's where the ability to really bring in multiple data and triangulate the different, different data to be able to arrive at the timing is actually an important skill to have as...

...well. And and so that's where the diagnosis becomes important, and the more data that you have, the easier it becomes to be able to call out the timing. HMM. And speaking of, you know, gathering more and more data this, this fourth takeaway is about continuous improvement. Tell us a little about what you mean by continuous improvement and what that means for your company. So there is a there's a famous legend about the origin of chess. That's that's my favorite story. That goes something like this, and I think many of your listeners might have heard about this. When the inventor of the game short it to the emperor, the emperor was so impressed by that he asked the man to name the reward. The man apparently said, give me one grain of rice for the First Squire of the chess board, two grains for the next square, for for the next, eight for next and so on for all sixty four squares, with each square obviously having double the number of grains as the squire before. The emperor agreed that amazed that the man had asked for such a small reward, so he thought. After a week that treasurer came back and informed that the reward would have add up to an astronomical sum, for greater than all the rice in the entire kingdom. And so if you were to apply the same analogy to business or marketing, if the conversions improved six percent every month, month after month, they would double in the year. So the idea is to have a continuous learning system in place that takes the feedback and constantly improving the data and the models to be able to go back and and improve the conversions in this particular case. So such a system would act like compounding. And I want to give one example. To expect technology company that we're working with was looking at some of the signals, such as apex versus Capex, which is important to determine if a company is looking to cloud solutions versus on premise, things like modern workplace hiding...

...for IOT products in ECCP exers. There were lots and lots of signals. So this company was able to increase their lead to opportunity versions by well with three X, by two times, in just three cycles by having such a continuous learning system in place where, after every day you would learn about not just what is working well, but what is also not working well and how do you tweak the more than what are some of the other signals that you would need to get to be able to improve the conversions? M Yeah, yeah, you know, Vja, I studied economics in in Undergrad and I sort of remember, sort of remember that stadsht or. It always, it always tickles me and it's a great you know, it's a great example. It's very it's it's a very powerful example to show, you know, the power of compound interest and and that is, you know, some people think about that, of course when you're talking about financial planning, but a but of course it can apply to something even within your own business. So I think that's a great example. Media. If you know, for the people listening right now. If what would maybe be a suggestion? You have some maybe next best steps if they themselves are looking to sort of become more proficient data doctors themselves when it comes to marketing? Do you have a I mean you have a couple of things that they that they can take back to their company and start thinking about or implementing today after this episode? Yeah, absolutely, Jonathan. So the benefits of continuous learning is, you know what time looks magical but but to real so a couple of questions that we ask ourselves internally as we are using our own tools and as we are trying to grow just like any other business, and some of the questions that we ask, or customers as well, they really t that that are the important the first one is, do you have a continuous learning engine in place, so the...

...optimization, whether it's the marketing optimization, whether you're running a campaign or whatever activity that you're trying to perform, is always on and not a onetime thing. And if you have to achieve the benefits of the continuous learning engine, then the second question is, or you leveraging all the data and the tools? Do you have access to all the all the data and do you have the right tools to be able to make sense out of it and ask the types of the questions that you're trying to ask? And then, finally, one of the one of the pain points that we commonly encounter as people are looking to deploy a continuous learning engine and leveraging the data and the tools is the data quality, and so that's sometimes overlooked and sometimes what happens is when you have a lot of data and that doesn't look good, it tends to discourage people. So I think it's important to have the right quality systems in place to make sure that all the data that you're looking at is actually highly accurate and make sense for you to apply all the tools that you have and to feed in into the continuous learning engine in place perfect well, Vji, think these were some tremendous takeaways, some great first steps for our listeners. I always love being able to leave them with some sort of actionable piece of advice at the end of the episode. So you just you knocked it out of the park with that J if any of our listeners are interested in following up with you, they want to, they want to find out more about today's topic. They want to find out more about about you and find you know, what's the best way for them to go about doing that? Yeah, so we can bid reached at WWWCOM. That's two ICE FII and the there's a lot more resources and tools and a lot of content are there that you can check out and I'd welcome any questions, any quaits. I can be reached at Vja, at Tincom, VI Jay at Fi and dcom and...

Jonathan, it's a pleasure to be here. Well, thank you so much, Vj. As a pleasure having you on the show. Thank you so much for your time today. Thank you, and thanks to all the listeners. If you've been getting valued from this podcast, even help us reach more people by reviewing the show on itunes. Here's how you can leave a review in less than a minute. Open your podcast APP and tap the surge icon and the bottom right corner. TYPE IN B tob growth, then select our show. Once you're there, tap the reviews tab and tell us what you think of the show. These reviews help us out of time. Thank you so much for listening. Until next time,.

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