Automation Ideas to Create Magical Moments for Prospects with Dan McGaw

ABOUT THIS EPISODE

In this episode, Dan Sanchez talks with Dan McGaw about overlooked marketing automation techniques that B2B companies can use to create magical experiences for their customers and future customers.

...accelerating value by proof analytics is the podcast for marketing, communications sales and operations leaders who want to see their business value clearly and succeed. Learn how leaders are closing the gap between creative work and business impact through raw conversations. Don't believe me. Check out the show for yourself from the CFO perspective it's value is what type of revenue generation earnings cash flow that is only adding to the growth of the, of the enterprise. You know, another dimension would be how our margins performing are we, you know, we're getting the right value by seeing margin expansion by creating products services that are generating, you know, that incremental value to the organization. And I think from my lens, you know that it's monetary in many dimensions, right? It's not, you know, thinking about, okay what say from an employee perspective, other perspectives. But as a leader, as the finance leader, as you're looking to grow the revenue earnings and cash flow of an organization, it will only create more opportunities for your employees, for your suppliers, for your customers based on those services that you're creating. So to me that's how I view to be value for more. Subscribe to the show wherever you listen to podcasts. Welcome back to be to be growth. My name is Benji block here with sweet fish media and over the past several episodes we have thrown it back to some classics. We have 2000 plus episodes in our catalog. Always free to go back and listen to whenever you want But thought it would be fun to pull some of those for you and the last one that we're gonna pull for 2021 is a conversation that Dan Sanchez had with Dan McCall. This is a Conversation where they talk about marketing automation techniques that B2B companies can use to create some magical experiences for customers and potential future customers. So this is a nerdy one that's kind of why I liked it. They get into the weeds and uh they give away some automation tools and ideas that I think are really fun to listen to and could be helpful for you going into the new year. Hey hope you have a great New year's and have a fun time celebrating with friends and family. Let's jump in to this throwback episode of B two B growth. Welcome back to B. D. B. Growth. I'm dan Sanchez with sweet fish media and today I'm joined by dan mega, who is the founder of Mccall dot IO and to kick it off today dan, I like to come up with just interesting questions for our guests that they haven't been able to prepare for. And so today I want to ask you like what is a fun new marketing tool that you've discovered recently and it's kind of like a fascination to you right now. Oh, that's a fantastic one...

...because I discovered tools like all the time. I think there are two tools that were probably playing with the most right now is either convert flow dot com or write message because we're really trying to make sure that we can tailor that customers experience through progressive profiling, Those are probably the two biggest today. Nice. I kind of figured you were a tech guy tool guy. And the reason why I figured that is because dan is a technical wizard. His company is focused on marketing automation and helping b two B companies with their automation and making it better. In fact, he says it's not enough just to use marketing automation because it's there, but you want to make sure you use it to make magical experiences and that's what we're going to dive into in this episode. And I have to give you some for warning that if this is gonna get pretty technical, I'm a technical marketer myself and I'm probably gonna ask some technical questions. So if you can't hang in, just you know, listen to it on double time, that's probably gonna be some amazing nuggets and ideas and small case studies. But we'll probably be digging into some stuff, I'll probably be asking some technical thing. So just giving you that warning ahead of time that this is going to be a very geeky episode. But the first thing I wanted to dive into is he was talking about in the pre interview what he's doing with text messages and I love marketing automation in SmS because let's be honest, a lot of people ignore email but very few people ignore SmS when they're getting a text message there, checking it generally within 15 minutes. And while they're very simple, you can still load links in there, which in multimedia, like you could still do quite a bit with text messaging. So I don't see a lot of people doing nearly enough of it coming from a B to Seaworld myself. We were heavy in this and I'm curious to see what dan and his team is doing in that realm, dan tell us what you're doing there. Yeah, great question. So, I mean text messages a lot of fun. I think what we try to focus on the most is like one of the, and I'll start with an easy problem that we really faced is I do a lot of speaking in public before covid happened. I went to a lot of conferences and a big problem you have when you're out in public is you need to be able to capture leads and when you're at a conference and you speak in front of 1000 people, you're not getting any leads from that right? The conference has all that unless you buy the leads list. So the initial problem that we started out with is I need the ability for somebody to be able to text me something that would be fun. So they could get something free and return. So something that they're gonna get. So hey, get my slides because everybody's like, hey go to my slides a bit lee this and like whatever, nobody goes to the bitter like, so we decided to come up with something easy, which is like, hey listen, if you text Martek to this number 4159159011, I'll send you a free copy of my book and my text but we'll take care of all the work and people are always like what I get a free copy of your book if I text this number and what people didn't realize is when they text that it actually connects with our marketing automation to autopilot. So autopilots connected in with Twilio when it sees the word Martek, it creates a new lead record in our system. So it saves their phone number for us and then the first thing it text back to them is hey thanks so much for asking for a free copy of dance book, what's your email address? Just in case if we need a way to follow up with you and where are we going to send the tracking information for that book and...

...people would respond back with dan Imagawa Dario, whatever their email addresses and because we're using autopilot that gets saved as part of their lead record. The cool thing is is that autopilot bought would look for that, save that in the field and then send them another question. So as an example, what's your first name, what's your last name, what's your address? What's your city and all that stuff. And it would go through this full conversation and they would send us all of their information and then it would end up with, hey we've got all of your information, click on this link and confirm it for us. So of course they would click on that link. They then go to our website, our website then automatically identifies them because we have their email, it pre fills out the entire form because of all the information they gave us and all I have to do is click submit and the book is automatically shipped to them from our website. But lo and behold we just captured their address, their name, their email, all of that stuff and personalize that experience to them naturally they get the book, they're super impressed. They feel magical. They have a boat, they're all pumped up. But the interesting thing for us is that we follow up that with as well as additional communication with them through that tech spot. Again, we also follow up with them via email. So we now we're gonna start to approach them through various channels. But what's even more importantly is we identified them on our website. So we're able to cookie them on their mobile device. So now anywhere they go, they see my ad and they see my face all over the internet basically to buy our services and we're constantly trying to close that loop in other places, but that's an easy first stab at some of the easy stuff that we've done on SmS, which is just a lot of fun. It's nice. I like the fact that you can go from speaking on stage to getting them through this essentially mini funnel, because they still have to go through a little baby steps through the bot, right? I'm sure you have follow up systems if they give you their email, but then they don't give you the address, then probably an email kicks in to ask for the address, right? Um to help them finish it up if they don't because there's probably a drop off right each step. But then it's kind of like they get, once they finish it, like, man, they probably go through the gauntlet because now you have their phone number, you have their address, you know, where they came from, you have their name and you can hit them on all the channels, hopefully adding value along the way, but they're not gonna forget you. That's for sure. You're gonna be following them around for some time, which is pretty nice, especially if you're following with good value afterwards. What are some other creative things you've seen in text? Yeah, yeah, really, really good question in regard to that. So we do a lot of types of reminders of people text 11, you have to be able to get their their text message right, and just heard some other easy sign up stuff like we've recommended a lot of people use text message for their loyalty programs. Right? So instead of being like, hey, sign up too stupid long form that I want you to fill out on paper, my brick and mortar location and I'll give you this plastic card, just say, hey, sign up for a loyalty program. Text loyal to this number and they're automatically added. So we've seen a lot of companies basically do that. And then after they actually get people into that loyalty program, they're trying to connect the dots, of course using their pos, what they start to do is then of course actually send those people, their promotions, whatever they may like basically through that system. So of course if you're a snow cone or an ice cream company, right, you're naturally going to be able to send people free promo? S get them back into the store. Hey come in with this text and we'll be able to...

...give you these items. Those are some of the easy ways to be able to kick those journeys off. But the big things that we try to focus on with text because I think the problem with texas that you have to remember, it's annoying as hell, right? It's not like email where I can ignore it. If I get a text message, I'm immediately looking at my phone. So if it's spammy, it's not going to be something I pay attention to. So we highly recommend for people to do it mainly based upon somebody requesting a text reminder. Somebody asking to be reminded about something or some sort of behavior trigger. Right? So when you get my book gets delivered to you as an example, you'll receive a text message saying, hey, just so you know, we were made aware that the book arrived, check your door, let us know if it's not their reply, yes, if it's not there. But as a second area of that, you're gonna get a text message from us also five days later, that's gonna say, hey, listen, we just wanted to see if you had a chance to start reading the book, respond back with five if it's going to take you five days to read it and things like that. We're trying to constantly be able to capture information, but we're also trying to make it so that they can also tell us to go away. But we're not trying to send them constant promotions because spam in your inbox is even worse when it's in your sms and all they have to do is respond stop and you're blocked forever. So it's, it's really, really hard. Yeah. So it's interesting. I've always wondered like it's it's not hard to continue a text message campaign if they've started with text because you set the expectations from the beginning, they've given you permission to get in their inbox. Have you ever found an excuse that's like not cringe e but like a good way to start initiating text message conversations because you have their mobile number. How do you get them from being an email subscriber or someone who's just visiting your website or they're interacting with you in a different way to text message if not first initiated there. Yeah, I mean the common thing that everybody does is they just start just start texting them. Right? So, but the way that we try to look at that is we try to associate it with something that they're gonna want to be reminded about something which is going to create value. Just telling me I get 20% off via text messages. That's not where our relationship is started. That's chances are I'm just gonna hit stop, right? Because I'm not that interested in their 20% discount. So you really do want to make sure that it's focused much more on something. That's timely. Something that's an important reminder in our company and I'm gonna try to use our company cause I can't tell you all the things I talk about with our clients, but it's gonna be, hey, you signed up for this webinar. The webinar starts in an hour, here's a link. So that way, if you can't make it to your desk, click on the link and you can see it from your phone. So we're just trying to use them as helpers. And I think that's where I see a lot of companies kind of go wrong is they try to use it as a hardcore marketing channel. Yeah, it's definitely more utilitarian. It's a utility tool. If you're looking at it that way and how that marketing automation can work, it can be an assist to the marketing. Do you ever use it for content though? That's something I've wondered, I've seen Gary V experiment with it and creating communities and stuff like where else have you seen content as played in text messages? There's definitely a content service out there and I can't hear what it's called. Gary V I think is one of the people that super something around community. It's like community dot Co, I can't remember what it is, but basically like people, you text it and then you get part of their community. So whenever they put out content and text you and makes you aware like, hey, join this thing. I'm not a big fan of those just because that's not how I use text messages, but...

I do know that like when you have a fans only account, maybe you will send text messages to get people to be aware that you have new content, especially when push notifications are turned off. So there is definitely that opportunity once again for most of the use cases that we see that are really being helpful. It's about somebody wanting something from you on that channel, right? So they really have to have a need for you to send them a text message and they should be the one who basically designs that. Right? So that's gonna be like, once again, somebody needs something, it should be a value add to make the experience better. So that way they can be alerted or notified because that's, that's the thing we have to remember. Text is not a marketing channel, it's a communication channel. It's really, really done differently than email because an email, you have an inbox that you don't check with text, you always check it. So it's a much different medium. So it's really got to be about like important and timely messages that need to be looked at now as a podcaster and marketer. I've certainly been thinking about how to use texting with podcast because obviously they're usually listening on their phone, their phones on them and they're on the go, which means they're not going to be going to a website necessarily unless it's really good right now. But it just seems like a good opportunity to get leads or to walk them through a different part of the journey or at least to get even invite conversation to invite questions on a podcast episode. It's not live, but I don't know, something interesting. There probably something we'll be experimenting with it on this show in the future, but we'll see, can I give you an idea. Sure. So there's two things that I would look at in a podcast. Right? So because naturally I do lots of these, I do 4 to 8 podcast a month. Right? So I see a lot of these amazing shows. There's two things that we would automatically look at just like that conference situation, right? I don't have any access to the people that are listening to this. They are completely on their phone and we have no connection to them. So, like I said earlier, go to 4159159011 and text that number Martek and go through that. But we'll look now. I just got all the leads from the people that are in your audience, right? Because they they want a free copy of my book. So that's the natural obvious one to go for now. In your case, an interesting thing that I would highly recommend if I was doing a podcast which hopefully we're going to work with your company one day to do a podcast. I joked about that earlier, I would roll out polls because since everybody's listening to this at a different time, you have no way to have a web interface and say, hey, why don't you click on this thing Now, if you said, hey, listen, what I want you to do is we want to find out who on this podcast is things SmS is the next thing I want you to text Yes, 24159159011. If you are interested in rolling out podcast and text. No, if you're not. And then when that podcast response or achieving that text message comes in or you can use 10 different variables. Whatever you want to have is the promotion. Just respond back with whatever the results were of everybody that's listening to the podcast and you've just created as a podcast owner away to capture their information, their lead information. But you've also made something that's engaging which provides the listener value, which is I can give this response and see what all the other dodo birds that responded to this as well did as well. Which is that value of knowing the survey response.

So lots of different ways to do it in that. And that's where going back to the point of sMS, stop using it as a damn spam channel, right? Like use it for something that's engaging. We have the technology and it's not even hard. That's good. What tool is your favorite texting tool? Um, I know you said Twilio and autopilot though. I find that it's been a while since I've been on that combination probably over a year. I found it pretty limited as far as what it could actually do unless you were like a Twilio developer of some kind. Are you customizing the heck out of Twilio or is autopilot actually added more stuff to be able to do that on. Yeah. So it's, I mean don't get me wrong, the connection between Twilio and autopilot can be a little confusing. Right? So definitely like hire a $50 up work developer and they'll be able to make sure that you get going if you can't figure it out on your own. But the actual application that you use inside of autopilot is actually pretty robust. So hey, you can receive a text message when it has this variable save this here. It doesn't do any like parsing or anything like that. So there are some like kind of things you have to work around. I think text it was the other one that we had seen a lot of companies use and then um, when you're like a big enterprise company right? Of course you can build whatever you want, we see for a lot of e commerce companies them using a company called blue shift, their customer data platform. But that's more about sending compared to receiving. And that's the big difference is not all the services allow you to receive, They allow you just send, yeah, actually prefer long codes versus short code so that you can kind of fly under the radar a little bit better and people don't know short code sometimes I don't know if you've run into this, but people like they're like, wait, what, where's the rest of the numbers, especially if it's like baby boomers or something. They're just like we're missing numbers. I'm like, so I like giving the long code. It actually seems more like a real number, especially if I call from that number, which I don't think you can call from short codes. Right? But a lot of times I might follow up with an actual phone call from the same number and we're already in a texting conversation. They recognize it, take the call versus not right. There's a cool technology that I forgot about, especially for salespeople. It's called sales message. So sales msG dot com, Not to be confused with the msg from bourbon chicken, but sales msg dot com, they're integrated in with hubspot. There's this pretty cool, my buddy chris bryson owns that company because it allows you to have two way conversation from your cell phone and things like that through hubspot but mainly used for sales. That was another really cool texting technology, which I see a lot of companies using now awesome. Hey everybody Logan with sweet fish here. If you're a regular listener of GDP growth, you know that I'm one of the co hosts of the show but you may not know that. I also head up the sales team here at sweet fish. So for those of you in sales or sales ops I wanted to take a second to share something that's made us insanely more efficient lately. Our team has been using lead I. Q. For the past few months. And what used to take us four hours gathering contact data now takes us only one where 75% more efficient. We're able to move faster with outbound prospecting and organizing our campaigns is so much easier than before. I'd highly suggest you guys check out lead I. Q. As well. You can check them out at lead I. Q.

Dot com. That's L E A D I. Q dot com. Alright, let's get back to the show. So moving on from text. I wanted to learn more about you said direct mail and I just got excited because honestly even as a digital marketer, I know that like if you can hit direct mail well like as not in sending mail to people who have no idea who you are but you're using it as part of your funnel, it's magic because people don't expect it anymore. You send a letter and you're a tech company. It just blows their minds sometimes even if it's boring, they still notice it. Right? So what are you doing with direct mail and automation? Yeah. Really really good question. And once again like you don't have to do this with autopilot. There's multiple other technologies that do this. There's a company called lob dot com. So L O B dot com that makes direct mail really really easy and basically you can use their product if you import your emails and home addresses to it, you can basically send whatever you want. You can do batch and blast and stuff like that. So what we've tried to do is make sure that we actually add to the customer journey by using direct mail. So as an example when somebody orders my book, we manage that through a direct mail integration in with Windows so and lob and as well as some other services. So when somebody does that text message experience with us, we get their email address, we also get their direct mail address. So naturally they're going to get a copy of that book and they're going to receive a digital experience with us. That's going to happen online through email also through retargeting and things like that. They're going to get a copy of my book and then if they don't do certain actions or if they do do certain actions, we're going to then send them postcards. Those postcards are going to be tailored to them and one of the common ones that we use is we learn the technology that your site uses. So just to use my business as an example because it's really easy. We specifically sell the companies that are trying to improve their marketing technology, marketing automation or analytics. But we like certain technologies. So if you're using segment autopilot or amplitude on your website, we know that we have an integration with built with that directly integration with our site, integrate them with our sales force and our autopilot. And what happens is when you give us your email and has a domain, it pings that service and tells us the technology you have, if it sees one of those technologies segment equals true, it's then going to take that variable, send it over to autopilot. It's then gonna put in, hey joe, we noticed that you're using segment on your site. We recently sent you a copy of dance free book and we sent it to this address. We just wanted to make sure that you have a flyer about some of the information that we want to teach you about segment right? As an example they then get this direct mail and the first thing they go was like how did they know I use segment Right? How do they know I have these technologies? Is anybody like waving the creepy flag and calling you back or is it more as a good or bad? I'm sure there's some people that are freaked out by it but most people don't really think too much about it but we definitely have one of my talks is about creepy. So if you want to see the creepy flow text, creepy 24159159011 you'll get something creepy in your email as long as you are not in the Martek flow but yes, sometimes people are like how do they know this stuff...

...but that's actually where the magic comes from, right? And that's what people really, really look for is when they were getting they get something that they never expected could be possible. And that's where the magic really comes into play. And those postcards tell you the four reasons why you should use a segment or the four reasons why you should use amplitude. And it resonates with them because they naturally have that technology and it connects them directly with us because it wasn't something that they were expecting. So that's just one of the ways that you could use direct mail. You're doing anything beyond postcards. And postcards is kind of like, it's just showcasing what you do and how much information, you know, I mean, it's kind of nice for you guys because you can put that information to use and it's almost novel in itself, but I'd love to hear if it's possible to get like one case study of direct mail that you're using for a customer without trying the customer's name or whatever. That's not a marketing automation technology company, like how you're putting some of that information to use and direct mail. Yeah, So we work with a large insurance company. They do auto insurance, home insurance and things like that. So what we have is we have a direct mail service which is immediately attached their salesforce Marketing cloud, Salesforce Marketing Cloud basically when an attribute happens, we send a web hook over to the direct mail service. The direct mail service is basically sending out those letters. So those letters that are sent out to those people are basically because they hit a certain credit score because they have a life attribute. So we're basically pulling in data from all kinds of other third party services, whether that be experience or anything else like that. These are basically purchased lists as that data comes into us. These are former customers or people who are in a prospect list as that data is coming to us And we're starting to see that somebody is above 700 credit score or somebody recently purchased house. What happens is market or excuse me, Salesforce Marketing cloud then sends an api call to say send this direct mail mailer, those are all gonna be enveloped mailers because they are things that we don't want the public to see. And inside that mailer may say congratulations on the new purchase of your home. We're here whenever you need to have home insurance or auto insurance, things like that because this insurance company is selling to hire more fluent buyers. They're not like trying to compete with Geico when somebody has a higher credit score, we're gonna send them auto insurance quotes, things like that. So there's a lot of different ways that you can leverage those technologies. But I will say when you're working with a large insurance company like this, it's nowhere near is easy because they're using like old archaic systems but definitely all still really, really possible. And the last thing that I would say that I would love to do is that we like taking data from all kinds of enrichment sources and using that. And there's a technology out there. It's called Small Body I think is what it is. It's a small business enrichment service so it knows all the attributes about small businesses, but it makes it really, really easy to get the fire signals of what's going on there and then the address and then you can send direct mail to those people and once again, you can do that using autopilot or any other technology that's integrated in with lob to automate that whole experience be interesting to see even using it as an A. B. M. Campaign if you had a list of ideal buyers but didn't know as much about them as you like.

What kind of sources are usually tapping into to enhance the information around their, their company or the individual buyers within a Yeah. Just to make sure I understand. So you have one lead at a company but you want to expand out to the entire account and try to get other decision makers involved there too. Is that kind of the question right. Or just more information about the company? Like how big is the company? How many employees they have if they're public. Like what was the revenue? Like how big company isn't Exactly, it's right. You can scrape list from things like angel list, but you don't always have all the if you'd like. Right. Yeah. The most common one that people were using for a long time is a company called Clear Bit dot com. Uh They integrate in with Salesforce market, all that stuff. They have a great A. P. I. They have a CSB import thing and clear but would enable you with an email address to automatically be able to get anybody's information right? So you can get for demographic, demographic and techno graphic which is really valuable to us. I now know all the technologies that are on your website which is super super helpful even if you're not in a business like me knowing the technologies that are on another businesses site really helps you understand how much money they're willing to spend because if they have adobe analytics they spend a lot more money on on things compared to google analytics free. They're not willing to spend any money. So it definitely good signals for other other people. Clear. But a really really good technology for that. I would also recommend built with built with dot com which is specifically for knowing the technologies on people's sight even though that they focus on that they still give you all of this metadata for demographic information for a very low cost. So they can be really really helpful naturally. You have like discover or zoom in for all the big big big players in the space but full contact dot com is really really popular for demographic. Not as good on the firm. A graphic space, not gonna lie there. But those are the kind of the main players in that firm. A graphic as we would call uh space. Fantastic. And the last one I like to jump into is email and that seems like kind of boring vanilla when it comes to marketing automation. But how do you make it not that you know, how do you make it go beyond the normal drip that everybody sets up? Which is always makes me want to cry. I'm like you have this robust marketing automation tool and the only thing you can do is set up a drip campaign for your lead for him. Like what do you usually do to go beyond that? And what are some early triggers and behaviors you can map to. And just your normal, let's just say a B two B saas company who's trying to drive the demos is doing content, marketing and doing a lot of these normal demand gen campaigns. Yeah, well I definitely want to, I mean one thing to start out with your B two B saas company naturally you have automation which is going to be sent by the sales reps and you're gonna have automation which is sent by marketing right? And I want to always advise people. Do not hesitate to send out sales emails through your marketing automation tool? Yes, they're not gonna like you for it, but I don't really care for marketing automation tool doesn't like me. Um just make sure you have your unsubscribe links in there and make it a plain text email. Right? So like if you need to use your automation tool to enable superpower automation, then do it. If you don't have access to all the engineers in the world to do send grid stuff, who cares? Just send it out to your map, right, your marketing automation platform. But in either case I think the biggest thing that you want to look for is right, you have to understand the triggers at which people are going to get value and this really helps you with your ideal customer...

...profile, understand the triggers that why somebody would be interested in your product or why somebody is interested in your service and try to understand those signals because if you can get those signals from third parties, like I talked about clear bit enrichment, talked about built with things like that. Um it's really, really helpful to send target emails based upon actions that are happening in a company or actions that are happening for an individual. And I'll just say if you're doing like outbound prospecting a key attribute like that we look for is new VP of marketing and company that's an immediate reach out for us. If somebody's within three months of starting as a new VP or a new CMO that's an immediate insight for us to be able to reach out. We have an entirely automated system to tell us about that. And then of course we reach out to them and say, hey, you're brand new at the company, looks like you're, you're probably going to be looking to overhaul your marketing technology stack. So that's an easy thing that I would say if you're a SAAS company, say you're in marketing tech or say even an insurance, look for new CFOs at a company. Hey, you congratulations on the new position notice, you just started. This can be all completely automated. You don't actually have to know that they just started, you can buy that data and that's a really, really good way to start that conversation and tailor that. And then the secondary part to that is try to make it so that you're not wasting their time and add personalization to that email, try to make it as magical as possible. Right? So, and then leverage the direct mail, like I had talked about before right? To add in that extra magic. Like hey, I sent you a piece of mail the other day. Did you get that? Every single person who gets an email that says you just got mail for me is gonna look and see if they got mail from you and then they're gonna respond and say, no, it hasn't arrived here. Yes, it has arrived. I'm talking about not everybody, but these are simple multi channel things which are going to push your conversions higher and get you going. And I think from an outbound perspective for SAs that's really, really helpful. So where are you, where are you buying subscriptions like this to find out if a new CFO started at a certain segment of companies that you would sell to you, where are you buying the subscriptions and are you buying a subscription of information that then plugs into your marketing automation software? So it's just like each time that happens and they find out about a new one, it just runs into your marketing automation part flow. Yeah. I'm actually gonna try to pull up a service right now. Get Rocket signal I think is one of the companies that get rocket signals dot com I think is one of the signals I think that has that unfortunately I'm struggling to pull it up at rocket signals. Is the company that gives us a lot of that data as well for new hires. Um there's other services out there that give this stuff too and I'm just trying to pull up some of the different things it used to be called Zen put or then reach. I think it was enrich and I can't remember what they become with their new name was but they were also another company that was able to really be able to get you that that real time data we use job postings I know in our company as well as a secondary source of understanding that somebody's gonna be leaving their job and to look at a new company, rocket signals is the one that we get new hires from. We have access to a lot of apps that give us a lot of information and deliver leads to us. Crunch base would be another really good place of signals. They always tell you like somebody got funded, somebody changed the role. They added this new executive. That's a huge channel for...

...that stuff, adding technologies to people's websites, which is another common thing we use, which is I already mentioned, built with clear bit keeps us updated in regards to like any other firm a graphic, that stuff changes on a monthly basis for us. We use radar and some of our clients mobile apps that basically tell us when somebody's near anything that's a geo fence location. Typically that's used for, hey, somebody's at this location, send them a push notification. So they know you have a free whopper in our situation. We're like, hey, tell us that somebody's near our competitor and send us a notification. So that way we know that they're doing something. I remember you mentioned zen reach, which isn't, isn't what you said it was. But I've used to enrich it's actually more of a coffee shop bar marketing automation system. So if someone walks into a coffee shop and you log into their wifi, they now know every time you walk into the coffee shop whether you logged into the wifi or not because of the Miami code on your what you can't wipe. But that's a fantastic marketing automation tool. But it's for it's for restaurants. Yeah, zen which is really good. And actually one thing that's really, really creepy and I want everybody to know this about their Alexa. Your Alexa is attached to your home wifi and it has a thing called, I think it's called sidewalk in it. So every single person who walks by your house as their phone passes your house, it connects to your Wifi and the I. M. E. I. Number is connected to your thing and they get access to your internet. And Jeff Bezos tracks every single thing. Um and there's like three features, I saw it on Tiktok, but turn off sidewalk, turn off, save communication, history and then turn off like can listen to everything in your Alexa because Alexa records every single thing you say and keeps it and then they email it to Jeff Bezos and he leads it reads it as his nighttime story. All of this is true except for the Jeff Bezos part at the end, but sidewalk is terrifying. He tracked if he wanted to, he could, that's the thing, if you could, but zen reaches super cool as you pass by the locations, it's good, oh man, the internet is creepy. But I mean just to take a step further and just to help you understand of like where this gets super super creepy and we see this happening. So as an example we worked with the company Caros I can't marry this, its facial recognition and facial sentiment. So basically facebook, your profile images public, your first and last name of public. So people have basically downloaded all the facebook, all of Lincoln and all these things and profiled all of the faces. So what happens is these have been put into massive databases by amazon and other companies. So as Karros is basically tracking every person who walks into a restaurant within a matter of a second, they automatically know within about a 95% accuracy who has just walked into the restaurant with their first name, their last name and potentially any other attributes they know they then also know the sentiment of that person and contract that So I don't know if you've ever been to target but if you're at target and you use the self checkout, you use your credit card, you walk up to a screen that screen recognize you because there's a camera and your credit card gets attached to it. Target then takes that credit card information that facial recognition maps it back to facebook that know exactly who you are credit card then gets mapped to experience. So they can download every bit of information. Do you like cars? Do you like magazines, do you drive a suburban all of this...

...stuff? And then they buy it on the as we like to call it the red market right? It's red hot. Nobody wants to know it's there and they use all that stuff so they can then predict whether you're going to be pregnant in the next six months so they can send you ads like it is just the amount of personalization which is out there. It's crazy. That's why text creepy to 9154159011. And if you're well known on the internet you'll understand how creepy the enrichment services I have because you'll get an email from me that has all the creepy information the internet knows about you. This is a new level of creepy man. I mean I just watched that documentary on netflix. I can't remember what it's called but I remember watching it being like yeah we marketers have been all over this for a while. There's nothing new in this documentary. That's surprising me. Social dilemma. Their social dilemma. I'm sure everybody was waking up to the fact that how deeply marketers were thinking about your interactions and behaviors and I'm like I'm only I'm not like a big player in this. I'm just a small guy. I'm only spending $100,000 on Facebook ads. I'm only spending I'm only mean a small team putting together marketing automation campaigns and trying to tap into the available A. P. I. S and facebook marketing and all that kind of stuff and I know about this, I'm like I can't imagine what some people are doing it like at the top who are like Rhodes scholars and stuff targets the best man target is the best Look up target, predicts pregnancy of teenager, look up that story and that was like years ago. Their data science team is legit. Oh cool man, this has been a fun episode and I hope everybody hearing it has gotten some great nuggets and has texted both those numbers for some fun and a free book dan to wrap things up. Where can people learn more from you and about you? Yeah, so go to my God dot Io, so m C G A W dot Io check out our website so you can learn a lot of stuff on there and follow me on linkedin, it's just Daniel ***, I'm most active on linkedin. I don't do the whole twitter thing but check me out on linkedin, I'm happy to have a conversation. Fantastic! Thanks again so much for joining us on the show today. Thanks for having me another great conversation Here on B two B growth as always, you can connect with me over on linkedin. Just search Benji block, subscribe to be to be growth on your favorite subscription service to stay connected and we will talk to you in 20 22 for the longest time. I was asking people to leave a review of GDP growth in apple podcasts, but I realized that was kind of stupid because leaving a review is way harder than just leaving a simple rating. So I'm changing my tune a bit instead of asking you to leave a review, I'm just gonna ask you to go to BBB growth in apple podcasts, scroll down until you see the ratings and reviews section and just tap the number of stars you want to give us no review necessary. Super easy. And I promise it will help us out a ton. If you want a copy of my book, content based networking, just shoot me a text after you leave the rating and I'll send one your way, text me at 4074 and...

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