Dec. 17, 2019

1191: 4 Marketing Trends for Small Businesses & Startups in 2020 w/ Darcy Kurtz

In this episode we talk to , VP of Global Product Marketing at . Check out the reports from Mailchimp here... The Business Creation Journey: The State of SMB Marketing Report: Connect with Darcy on Twitter: Also, you can check out the...

In this episode we talk to Darcy Kurtz, VP of Global Product Marketing at Mailchimp.

Check out the reports from Mailchimp here...

The Business Creation Journey:

https://assets.ctfassets.net/yzco4xsimv0y/4rZoYoLXtbtcd2nwPZgj33/d6494f1b7473798cd4e9674c19b5cf59/2019-Mailchimp-Report_Start-Marketing-Day-One.pdf

The State of SMB Marketing Report:

https://mailchimp.com/resources/look-ahead-2020-trends/

Connect with Darcy on Twitter:

https://twitter.com/gizkur?lang=en

Also, you can check out the episode Logan mentioned on Google Alphabet Soup here:

https://sweetfishmedia.com/google-alphabet-soup-james-carbary-logan-lyles


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Transcript
WEBVTT 1 00:00:00.320 --> 00:00:05.639 Looking for a guaranteed way to create content that resonates with your audience? Start 2 00:00:05.679 --> 00:00:10.589 a podcast, interview your ideal clients and let them choose the topic of the 3 00:00:10.710 --> 00:00:15.109 interview, because if your ideal clients care about the topic, there's a good 4 00:00:15.150 --> 00:00:18.989 chance the rest of your audience will care about it too. Learn more at 5 00:00:19.030 --> 00:00:27.460 sweet fish Mediacom. You're listening to be tob growth, a daily podcast for 6 00:00:27.579 --> 00:00:31.820 B TOB leaders. We've interviewed names you've probably heard before, like Gary vanner 7 00:00:31.859 --> 00:00:35.659 truck and Simon Senek, but you've probably never heard from the majority of our 8 00:00:35.700 --> 00:00:40.689 guests. That's because the bulk of our interviews aren't with professional speakers and authors. 9 00:00:41.289 --> 00:00:44.689 Most of our guests are in the trenches leading sales and marketing teams. 10 00:00:44.929 --> 00:00:49.929 They're implementing strategy, they're experimenting with tactics, they're building the fastest growing be 11 00:00:50.039 --> 00:00:53.600 tob companies in the world. My name is James Carberry. I'm the founder 12 00:00:53.600 --> 00:00:57.079 of sweet fish media, a podcast agency for B Tob Brands, and I'm 13 00:00:57.119 --> 00:01:00.799 also one of the CO hosts of this show. When we're not interviewing sales 14 00:01:00.840 --> 00:01:03.590 and marketing leaders, you'll hear stories from behind the scenes of our own business, 15 00:01:04.030 --> 00:01:07.269 will share the ups and downs of our journey as we attempt to take 16 00:01:07.269 --> 00:01:12.269 over the world. Just getting well? Maybe let's get into the show. 17 00:01:19.019 --> 00:01:23.500 Welcome back to be to be growth. I'm Logan liles with sweet fish media. 18 00:01:23.819 --> 00:01:26.620 Today I'm joined by Darcy Kurtz. She is the VP of global product 19 00:01:26.659 --> 00:01:30.859 marketing over at mail chimp. Darcy, how's it going today? It's great. 20 00:01:32.019 --> 00:01:37.049 Thanks for having me on. Absolutely Darcy. For folks who aren't familiar 21 00:01:37.090 --> 00:01:41.090 with you, and I'm sure pretty much everybody listening to this is at least 22 00:01:41.329 --> 00:01:44.609 heard of mail chimp. If they haven't, maybe give them a little bit 23 00:01:44.650 --> 00:01:47.640 of context. But I would love to kick off the conversation today with a 24 00:01:47.680 --> 00:01:51.680 little bit about your marketing background, as well as what you and the team 25 00:01:51.680 --> 00:01:56.280 at mail champer up to these days. Sure. So, mail chimp has 26 00:01:56.319 --> 00:02:01.590 been around for almost twenty years now and really been focused on how we empower 27 00:02:01.750 --> 00:02:08.310 small businesses to do great marketing and really founded in the as a world class 28 00:02:08.310 --> 00:02:13.990 email is where we started and over the last couple of years we've evolved into 29 00:02:14.469 --> 00:02:19.020 a full all in one marketing platform to support all the needs of small businesses 30 00:02:19.099 --> 00:02:22.979 as they're trying to go to market absolutely and yourself. Did I see that 31 00:02:23.060 --> 00:02:27.900 you have some sales and some sales training background before really going, you know, 32 00:02:28.020 --> 00:02:30.169 all in for the rest of your career on the marketing side and, 33 00:02:30.330 --> 00:02:34.770 as we mentioned, your now in product marketing at mail chimp. Yes, 34 00:02:34.889 --> 00:02:40.050 that's exactly right. I actually started in direct sales at Dell. I won't 35 00:02:40.090 --> 00:02:45.400 say how many years ago that was, but of beat or two back. 36 00:02:46.080 --> 00:02:51.759 Yeah, I actually love the fact that I started in sales because sales and 37 00:02:51.840 --> 00:02:54.680 marketing are so interfined and to be on the front lines and be able to 38 00:02:54.719 --> 00:03:00.710 talk to customers every day day here with their concerns, are understand how to 39 00:03:00.990 --> 00:03:06.590 take those concerns and translate that into a solution that we can provide them. 40 00:03:07.110 --> 00:03:09.870 It really was a core foundation that led me into the marketing side and I 41 00:03:10.509 --> 00:03:15.780 highly recommend it to people out there as a fur past. Yeah, I 42 00:03:15.020 --> 00:03:21.900 couldn't agree more. As a salesperson who loves marketing or technically now a marketer 43 00:03:22.099 --> 00:03:25.460 who also does sales, I kind of wear both hats for our team and 44 00:03:25.659 --> 00:03:29.490 to me I just love that because I love so many things about marketing. 45 00:03:29.530 --> 00:03:34.169 I love so many things about sales and this concept of just broken sales and 46 00:03:34.289 --> 00:03:38.969 marketing alignment, you know, is just so baffling, frustrating and almost breaks 47 00:03:38.009 --> 00:03:40.879 my heart, like hey, we are here. You know, as Sang 48 00:03:40.919 --> 00:03:46.439 Rombajeri over at terminus always says, it's this one team mentality and I love 49 00:03:46.520 --> 00:03:49.560 to talk to people who have experience on, you know, quote unquote, 50 00:03:49.560 --> 00:03:52.120 both sides of the fence, if you will, because I think it it 51 00:03:52.240 --> 00:03:55.629 lends itself to a unique perspective. Speaking of unique perspectives, we're going to 52 00:03:55.669 --> 00:04:02.830 be talking today about some emerging trends, especially in marketing within the small business 53 00:04:02.909 --> 00:04:05.710 sector. You know, as most folks know, as you mentioned, Darcy 54 00:04:06.229 --> 00:04:11.659 Male Champ serves the small business sector and has for quite some time. You 55 00:04:11.740 --> 00:04:16.019 guys had a few reports done here recently that are going to inform a good 56 00:04:16.100 --> 00:04:19.139 part of this conversation. Can you tell us a little bit about what those 57 00:04:19.180 --> 00:04:23.740 were, kind of the aim of them as we get into the topic around 58 00:04:24.329 --> 00:04:28.329 some transient small business marketing, as we're going to be talking about scaling your 59 00:04:28.370 --> 00:04:32.730 marketing, Multi Channel Automation and personalization. I don't think anything that surprises anyone, 60 00:04:33.009 --> 00:04:35.209 but for a little bit of context, tell us a little bit about 61 00:04:35.209 --> 00:04:39.959 these reports that you guys did recently. Yeah, so you know, we're 62 00:04:39.959 --> 00:04:46.839 in a very unique position with over tweldly customers globally that we're talking to all 63 00:04:46.879 --> 00:04:50.240 the time. We're able to kind of dig in and get a pretty broad 64 00:04:50.279 --> 00:04:55.069 view of what's going on in the small business market and for a long time 65 00:04:55.269 --> 00:05:00.110 we used it to help us with creating better tools and thingss like that for 66 00:05:00.230 --> 00:05:01.589 small business and it kind of dawned on this, you know, this is 67 00:05:01.629 --> 00:05:06.899 a kind of thing that small businesses might actually appreciate hearing about and it might 68 00:05:08.019 --> 00:05:12.980 help inspire them and and support them and their business goals. So this year 69 00:05:13.180 --> 00:05:18.339 we published two different reports. One was really around the small business creation journey, 70 00:05:19.220 --> 00:05:24.769 which we had been really digging into for a while, and I think 71 00:05:25.170 --> 00:05:28.569 the response we've had so far as been overwhelmingly positive, because people are like, 72 00:05:28.649 --> 00:05:31.490 oh my gosh, that's exactly how I feel and that's exactly what I 73 00:05:31.569 --> 00:05:36.399 went through. So it definitely is helping with helping people understand they're not in 74 00:05:36.480 --> 00:05:42.279 this little lone. Starting a business is hard and there's a lot of key 75 00:05:42.319 --> 00:05:46.000 learnings there. And then the one for those those businesses that are already kind 76 00:05:46.040 --> 00:05:49.790 of up and running and trying to market the state of small business marketing really 77 00:05:49.870 --> 00:05:54.870 talks about what are the things that are working, what are trends that small 78 00:05:54.910 --> 00:06:00.110 businesses should be looking to that we're starting to see a lot of interested and 79 00:06:00.750 --> 00:06:03.939 just helping to support small businesses out there with with more data to help them 80 00:06:03.980 --> 00:06:08.779 make better decisions. Yeah, I love that. Just in a recent episode, 81 00:06:08.779 --> 00:06:12.939 I believe it was Greg Drobneck over at heel. He's a cofounder. 82 00:06:12.980 --> 00:06:15.860 They're doing some interesting things in healthcare. One of the things he mentioned to 83 00:06:15.939 --> 00:06:19.129 me on the show was, you know, a lot of companies are surprised 84 00:06:19.209 --> 00:06:23.689 by, or would be surprised if they took a closer look at the amount 85 00:06:23.689 --> 00:06:27.410 of data they have, but the amount of useful data to their target audience. 86 00:06:27.449 --> 00:06:30.170 So I love that you guys are keying in on that fact that, 87 00:06:30.329 --> 00:06:33.720 mail Chim let's talk about you know that small business creation in that scaling portion 88 00:06:33.920 --> 00:06:38.519 of marketing that you just mentioned are so you know, the entry point for 89 00:06:38.680 --> 00:06:43.720 entrepreneurship is a lot lower, the barriers lower than it's ever been, especially 90 00:06:43.879 --> 00:06:47.470 in our country, but scaling your marketing and standing out in a crowded environment 91 00:06:47.790 --> 00:06:50.350 is really, really tough. So what are some of the the trends that 92 00:06:50.430 --> 00:06:54.589 you guys point to in some of the advice based on those trends that you 93 00:06:54.670 --> 00:06:59.350 are giving to small businesses when it comes to okay, I've started. How 94 00:06:59.389 --> 00:07:01.899 do I start scaling? When do I start marketing? We're their doay even 95 00:07:01.980 --> 00:07:06.339 begin? Yeah, it's such an important question and one of the things that 96 00:07:06.459 --> 00:07:13.139 we found is, you know, it takes somewhere in the neighborhood of six 97 00:07:13.300 --> 00:07:15.250 months. So about sixty percent, well more than half, of our respond 98 00:07:15.329 --> 00:07:19.089 and said it took over six months to go from I have an idea to 99 00:07:19.170 --> 00:07:24.410 actually taking action. And and another forty percent took even longer than that. 100 00:07:24.529 --> 00:07:28.889 They took a year. So it's one of those things where you've got a 101 00:07:28.970 --> 00:07:30.519 great idea, you know you want to do something. How to get off 102 00:07:30.519 --> 00:07:34.959 the blocks? And what we've really been talking to people is just do it, 103 00:07:35.519 --> 00:07:39.959 take a chance, start iterating your way in. The second you have 104 00:07:40.120 --> 00:07:46.029 an idea, you can start marketing. So think about go get a domain, 105 00:07:46.189 --> 00:07:48.149 go do some searches and see, you know, is the name that 106 00:07:48.189 --> 00:07:51.509 you want for Your Business. Can you buy the domain port? Can you 107 00:07:51.589 --> 00:07:58.779 get us social handle for it and start securing those? You can do little 108 00:07:58.860 --> 00:08:01.500 things like if you do get a social handle, creeks and social posts that 109 00:08:01.540 --> 00:08:05.779 go to well landing page that has a form fill on it where you can 110 00:08:05.860 --> 00:08:09.300 start to collect names and addresses. So when you are ready to launch, 111 00:08:09.339 --> 00:08:13.370 you already have a database full of contacts that are potentially interested in your product 112 00:08:13.370 --> 00:08:18.649 or service. We also tell people do things like use email to do some 113 00:08:18.810 --> 00:08:22.050 testing, to say hey, here's a product idea I have, what do 114 00:08:22.089 --> 00:08:26.089 you think you can do? Surveys, you can get feedback. A lot 115 00:08:26.089 --> 00:08:30.079 of people don't necessarily consider all of that marketing, but it is and you 116 00:08:30.160 --> 00:08:33.840 don't have to wait until everything is you know, all your eyes are gotted 117 00:08:33.919 --> 00:08:37.639 and teaser crossed and you're ready to launch, to start your marketing, because 118 00:08:39.639 --> 00:08:41.669 you might as well start selling on day one, not just launch on day 119 00:08:41.710 --> 00:08:45.909 one. Yeah, exactly. I mean that reminds me of a couple of 120 00:08:45.990 --> 00:08:50.149 different things. You know, oftentimes as we're talking to marketers and business owners 121 00:08:50.149 --> 00:08:52.590 about launching a podcast for their brand, they're like, well, we're not 122 00:08:52.789 --> 00:08:56.340 sure what the audience is going to be like. I'm not sure if this 123 00:08:56.620 --> 00:08:58.899 guest persona, if they're going to be responsive to this idea. And what 124 00:08:58.980 --> 00:09:03.820 I tell them is don't wait until you launch a podcast and you've spent money 125 00:09:03.860 --> 00:09:07.139 with us or you've spent money on your own launching your show and developing time 126 00:09:07.259 --> 00:09:11.450 on strategy. Just put some feelers out there. So and fifty emails and 127 00:09:11.570 --> 00:09:13.809 see what sort of reply rate you get to. Do you want to be 128 00:09:13.889 --> 00:09:16.610 a guest of my new podcast? This is kind of what I'm thinking and 129 00:09:16.730 --> 00:09:20.929 you'll be surprised. You know, like you and I were talking about a 130 00:09:20.970 --> 00:09:24.169 little bit offline are. So you know, even if there are failures in 131 00:09:24.519 --> 00:09:28.879 putting out those feelers on your product or your podcast or building your email list 132 00:09:28.919 --> 00:09:33.480 or trying to drive traffic to a landing page, then all of those failures 133 00:09:33.519 --> 00:09:37.440 or wins or somewhere in between, their data points and better to hit day 134 00:09:37.559 --> 00:09:39.909 one with with some data inhand and not just a lot of good guesses. 135 00:09:39.950 --> 00:09:43.429 It's kind of like, you know, I think some of the best advice 136 00:09:43.590 --> 00:09:46.629 for entrepreneurs is don't spend a ton of money on your good idea and then 137 00:09:46.710 --> 00:09:50.429 go out selling. Go and sell it before you even have a product out, 138 00:09:50.870 --> 00:09:54.139 and pitch it like it's there and see what sort of response you'll get, 139 00:09:54.500 --> 00:09:58.220 because you know, if you just test with those closest to you. 140 00:09:58.259 --> 00:10:00.539 You're going to get that. Yeah, yeah, I think it's good and 141 00:10:00.659 --> 00:10:03.019 you might not be getting you know, the best feedback in the market is 142 00:10:03.100 --> 00:10:07.409 really what's going to determine your success. So go test it with the market 143 00:10:07.490 --> 00:10:11.409 as soon as you can. I couldn't agree with you more on that point. 144 00:10:11.450 --> 00:10:13.690 Let's talk a little bit about multi channel. Obviously, a male chimp, 145 00:10:13.730 --> 00:10:20.169 you guys have tons of information and best practices around email. Kind of 146 00:10:20.250 --> 00:10:24.279 the state of multi channel marketing or Omnichannel Marketing. What are some of the 147 00:10:24.360 --> 00:10:26.600 things that you guys are seeing there and some of your advice, especially for 148 00:10:26.720 --> 00:10:31.279 small businesses? Sure, so, you know, historically it was okay for 149 00:10:31.440 --> 00:10:35.350 you to use one or two channels. You could use social, which is 150 00:10:35.710 --> 00:10:39.549 still one of the most popular, you can use email, which is definitely 151 00:10:39.549 --> 00:10:43.549 the number one tool people use. But what we're finding is really a macro 152 00:10:43.669 --> 00:10:50.019 level change in how consumers are finding information. They are in a lot more 153 00:10:50.100 --> 00:10:54.379 places than they've ever been. You know, you talked about podcast. People 154 00:10:54.379 --> 00:10:58.340 are listen to the podcast. Now you're starting to see the streaming wars where 155 00:10:58.340 --> 00:11:03.860 there's lots of different places where people are consuming media content. Certainly the digital 156 00:11:03.980 --> 00:11:09.210 proliferation. So what we have been advising customers is to really break through you 157 00:11:09.450 --> 00:11:15.529 have to try different channels of communication, you have to be in the play 158 00:11:15.850 --> 00:11:20.600 is where customers are to really to really break through. So the good news 159 00:11:20.639 --> 00:11:24.240 is small businesses are hearing that. We actually found we to survey and then 160 00:11:24.320 --> 00:11:30.480 in the state of small business, the average number of tools customers are using 161 00:11:30.559 --> 00:11:33.870 today. They're using eight tools to manage their marketing. That's more than most 162 00:11:33.909 --> 00:11:37.590 of them have employees. It's kind of crazy. So what we're seeing now 163 00:11:39.149 --> 00:11:43.509 is this emergence of a new category of these all in one marketing platforms where 164 00:11:43.509 --> 00:11:46.659 all those different channels are in one place, which is going to make it 165 00:11:46.779 --> 00:11:50.860 a lot simpler for customers to actually do what they know they should be doing, 166 00:11:50.940 --> 00:11:54.299 which is talking to people in lots of different channels. Now you can 167 00:11:54.340 --> 00:11:58.980 put that all in one platform, gather all the data in one place and 168 00:11:58.419 --> 00:12:01.210 make it a lot more accessible for small business to do some of the things 169 00:12:01.289 --> 00:12:07.210 that enterprises have been doing for quite a while. Hey, everybody logan with 170 00:12:07.289 --> 00:12:11.250 sweet fish here. You probably already know that we think you should start a 171 00:12:11.330 --> 00:12:15.919 podcast if you haven't already. But what if you have and you're asking these 172 00:12:16.039 --> 00:12:20.000 kinds of questions. How much has our podcast impacted revenue this year? How's 173 00:12:20.039 --> 00:12:26.120 our sales team actually leveraging the PODCAST content? If you can't answer these questions, 174 00:12:26.200 --> 00:12:30.149 you're actually not alone. This is why I cast it created the very 175 00:12:30.269 --> 00:12:35.909 first content marketing platform made specifically for be tob podcasting. Now you can more 176 00:12:35.950 --> 00:12:41.110 easily search and share your audio content while getting rader visibility into the impact of 177 00:12:41.190 --> 00:12:46.820 your podcast. The marketing teams at Drift Terminus and here at sweetfish have started 178 00:12:46.860 --> 00:12:52.259 using casted to get more value out of our podcasts, and you probably can 179 00:12:52.419 --> 00:12:56.700 to. You can check out the product in action and casted dot US growth. 180 00:12:58.139 --> 00:13:03.649 That's sea steed dot US growth. All right, let's get back to 181 00:13:03.730 --> 00:13:09.769 the show. Yeah, absolutely, I can remember, you know, our 182 00:13:09.889 --> 00:13:15.360 founder James Carberry, mentioning actually before I joined the sweet fish team, I 183 00:13:15.639 --> 00:13:18.679 saw a post of his on Linkedin and he was talking about how, in 184 00:13:18.840 --> 00:13:22.279 his early days of starting up sweet fish, you was Sass happy. Right, 185 00:13:22.360 --> 00:13:24.000 oh, there's a tool for this. There's a tool for this, 186 00:13:24.120 --> 00:13:28.669 and I think you give some good advice there to look for things that either 187 00:13:28.750 --> 00:13:31.190 where you can combine. What tools do you have that can integrate and and 188 00:13:31.669 --> 00:13:35.909 integrate easily. Right. Integrate is is a loaded word. Anything can can 189 00:13:37.029 --> 00:13:41.100 integrate, but making sure that you you have an efficient use of your time 190 00:13:41.259 --> 00:13:45.139 in the tools and the spend for all of those tools, because even if 191 00:13:45.179 --> 00:13:48.820 you've got several tools that are fairly low cost, they add up quickly. 192 00:13:48.500 --> 00:13:52.659 Going off of what you just said there, Darcy, about small businesses leveraging 193 00:13:52.820 --> 00:13:56.529 things that were typically only available for the enterprise, let's talk a little bit 194 00:13:56.970 --> 00:14:03.169 about automation. You mentioned to me offline that a lot of small business owners 195 00:14:03.730 --> 00:14:07.529 and mark or's leading, you know, lean teams. They are looking for 196 00:14:07.090 --> 00:14:11.240 more time and you know automation is obviously not a new trend, but if 197 00:14:11.279 --> 00:14:15.759 you could speak to kind of the state of that and again, some advice 198 00:14:15.960 --> 00:14:18.360 for folks out there listening to this? Yeah, you know, you're right, 199 00:14:18.399 --> 00:14:24.870 automations are not new, but the sophistication of automations is growing by the 200 00:14:24.909 --> 00:14:28.309 day. So historically, automations or you could do a bulk email, right, 201 00:14:28.429 --> 00:14:31.669 so you can say once a month, I'm going to send this news 202 00:14:31.710 --> 00:14:35.070 letter and it's going to go out to all these people. What you're able 203 00:14:35.070 --> 00:14:37.860 to do now, especially if you have a marketing crm in your in your 204 00:14:37.940 --> 00:14:45.779 system is you can do personalized automations that happen as as customers are engaging with 205 00:14:45.899 --> 00:14:48.980 you. So you can have an automation set up that as soon as somebody 206 00:14:50.059 --> 00:14:54.649 buys something or maybe downloads your APP, instantaneously a welcome email sent or thank 207 00:14:54.730 --> 00:14:58.169 you email is sent for first purchase. We do you know, you can 208 00:14:58.210 --> 00:15:03.730 do an automated a banding cart. We've even got things now where you can 209 00:15:03.809 --> 00:15:07.240 connect your APP or connect your website and any time a customer does a thing 210 00:15:07.720 --> 00:15:13.240 you can have an automatic communication go out to them. So really you're marketing 211 00:15:13.320 --> 00:15:18.120 now is starting to work, even when you aren't in a much more personalized 212 00:15:18.120 --> 00:15:22.269 way. So it's not just bulk kind of communications but very personalized, real 213 00:15:22.429 --> 00:15:28.149 time communications. They can be orchestrated for a small business fairly simply. Yeah, 214 00:15:28.309 --> 00:15:31.750 that actually is a really great segue from automation to personalization. Darcy, 215 00:15:31.789 --> 00:15:37.100 let's let's talk a little bit there. You know, for many years personalization 216 00:15:37.299 --> 00:15:41.700 meant a first name token or a company named token and because of big data, 217 00:15:41.700 --> 00:15:48.500 especially for small businesses, the entry point into leveraging more data for even 218 00:15:48.580 --> 00:15:52.809 more personalization beyond kind of the those entry points is changing quite a bit. 219 00:15:52.889 --> 00:15:56.690 Can you speak to that trend as we look at two thousand and twenty and 220 00:15:56.730 --> 00:16:00.970 beyond here? Yeah, you know, it's interesting for me. I've been 221 00:16:00.009 --> 00:16:03.320 in the kind of a small business world, you know, almost thirty years 222 00:16:03.399 --> 00:16:08.440 now and a lot of things in the small business marketing reports sounded familiar. 223 00:16:08.559 --> 00:16:11.919 You know, these are things that we've kind of been hearing. The thing 224 00:16:12.039 --> 00:16:18.990 that really resonated with me is huge new news is while almost half of the 225 00:16:18.110 --> 00:16:22.710 survey respondence said they're not using a data and form strategy right now, like 226 00:16:23.070 --> 00:16:29.590 forty six percent said they are likely to in the future. So this idea 227 00:16:29.669 --> 00:16:33.620 of how do I, as a small business, harness all this data and 228 00:16:33.779 --> 00:16:37.779 big data to do things, you know, better and and really become more 229 00:16:37.860 --> 00:16:44.860 efficient? It's breaking through out of the enterprise world, where there's already teams 230 00:16:44.899 --> 00:16:48.370 of data sciences that are out there figuring out how to get all this data 231 00:16:48.370 --> 00:16:52.730 and bigger out how to market better. It's becoming much more accessible to small 232 00:16:52.730 --> 00:16:56.210 business owners and they're hearing it and they're feeling it and they're starting to say, 233 00:16:56.250 --> 00:17:00.049 you know, I think I can harness that too. And so when 234 00:17:00.049 --> 00:17:03.400 you have platforms like a mail chimp, we're able to get all of that 235 00:17:03.599 --> 00:17:08.839 data together for a small business so that they can very easily see, to 236 00:17:08.920 --> 00:17:14.440 your point, not just demographics but behavioral data that says, here are the 237 00:17:14.480 --> 00:17:17.710 kinds of things that this customer likes. You know, I see that they 238 00:17:18.470 --> 00:17:22.069 buy a lot of green stuff. So when the next time you have green 239 00:17:22.230 --> 00:17:25.150 pants, make sure you send them a note that says hey, we've got 240 00:17:25.269 --> 00:17:27.390 green pants in the store, and the likelihood that they're going to buy and 241 00:17:27.549 --> 00:17:33.819 convert goes up dramatically. So being able to harness that big data is it's 242 00:17:33.940 --> 00:17:37.539 for me, really exciting to see that small businesses are starting to lean into 243 00:17:37.579 --> 00:17:42.099 that because it will make a huge difference in a world where personalization is becoming 244 00:17:42.980 --> 00:17:47.970 a baseline requirement of marketing. Yeah, absolutely. I mean a couple of 245 00:17:48.089 --> 00:17:51.369 thoughts. They're you know, folks who are regular listeners of this show know 246 00:17:51.490 --> 00:17:53.730 that we're we're big fans of Gary v and one of the things he talks 247 00:17:53.769 --> 00:17:57.450 about regularly, as you were talking about, you know, the changes in 248 00:17:57.490 --> 00:18:02.119 multi channel and Omni Channel is, you know, you can't just create content 249 00:18:02.160 --> 00:18:07.440 and shove it through different channels. You need to contextualize it and that's definitely 250 00:18:07.519 --> 00:18:11.160 going to have an impact on the effectiveness of that marketing. I love what 251 00:18:11.240 --> 00:18:15.509 you guys are doing, Darcy, in taking your data that specifically for small 252 00:18:15.549 --> 00:18:18.349 businesses and how they can use it. It reminds me of, you know, 253 00:18:18.470 --> 00:18:22.670 something Kevin Warner, one of our cohosts over on one of our other 254 00:18:22.750 --> 00:18:26.349 podcasts, the BEB sales show, was talking about be careful about, you 255 00:18:26.430 --> 00:18:29.579 know, the data that you see about. Well, use this subject line 256 00:18:29.660 --> 00:18:32.859 or, you know, use this email strategy, because you know, if 257 00:18:32.980 --> 00:18:37.140 that's data that's being collected on the effectiveness in the enterprise, it's a very 258 00:18:37.220 --> 00:18:42.730 different play. It's very different context in small business. So when you look 259 00:18:42.769 --> 00:18:48.410 at data that informs your marketing approach, whether that's which channel or down to 260 00:18:48.809 --> 00:18:52.329 you know, effectiveness of subject lines, make sure that you're looking at at 261 00:18:52.369 --> 00:18:56.480 it from your demographic and so I think some of the resources that you guys 262 00:18:56.519 --> 00:19:00.319 are talking about. If folks listening to this are in small businesses or early 263 00:19:00.400 --> 00:19:04.720 stage startups or boots tramp teams that are, you know, earlier stages in 264 00:19:04.759 --> 00:19:08.160 their growth, look at that data based on folks that are that are like 265 00:19:08.440 --> 00:19:14.190 them. So I appreciate you sharing some some insights some advice. They're Darcie. 266 00:19:14.190 --> 00:19:17.990 If anybody listening to this would like to stay connected with you or access 267 00:19:18.029 --> 00:19:22.150 some of the resources that you mentioned in today's episode, What's the best way 268 00:19:22.150 --> 00:19:25.579 for them to reach out or stay connected or take next steps from here? 269 00:19:25.980 --> 00:19:30.500 Absolutely so. Certainly. I'm on twitter and I have a unusual handle. 270 00:19:30.619 --> 00:19:34.500 It's givescourage e as Ek you are, but can follow me there. You'll 271 00:19:34.740 --> 00:19:37.690 see a lot of this stuff it. It is where I do a lot 272 00:19:37.849 --> 00:19:41.730 of curation, specifically still personal businesses. So it's a great play is to 273 00:19:41.769 --> 00:19:45.569 go. So feel free to follow me. I am also on Linkedin, 274 00:19:45.049 --> 00:19:48.490 which is a great place to find. Darcy Kurts on Linkedin is comes up 275 00:19:48.529 --> 00:19:52.720 pretty easily. Awesome. We will also try to link to those reports in 276 00:19:52.759 --> 00:19:56.400 the show notes for folks that want to take a look at some of that 277 00:19:56.599 --> 00:20:00.200 content and some of the data that Darcy was mentioning. The other thing will 278 00:20:00.279 --> 00:20:04.200 link to in the show notes. Darcy mentioned cost effective things you can do 279 00:20:04.279 --> 00:20:08.789 to try and test the market, do some early marketing. James and I 280 00:20:08.829 --> 00:20:15.109 did a behind the curtains episode on the Google Alphabet Soup approach to Seo. 281 00:20:15.190 --> 00:20:18.190 So you can figure out if you are going to start creating some content in 282 00:20:18.269 --> 00:20:22.900 the early days, how can use that? It's something we're doing for some 283 00:20:22.980 --> 00:20:26.579 of our podcasts. You can definitely apply it to the content strategy for any 284 00:20:26.700 --> 00:20:30.420 sector or any marketing that you're going to be putting out. Darcy, this 285 00:20:30.460 --> 00:20:33.380 has been a great conversation. Thank you so much for joining us on the 286 00:20:33.420 --> 00:20:37.329 show today. Yes, this was awesome. Thanks so much for having me. 287 00:20:38.609 --> 00:20:42.690 We totally get it. We publish a ton of content on this podcast 288 00:20:42.809 --> 00:20:45.930 and it can be a lot to keep up with. That's why we've started 289 00:20:47.049 --> 00:20:51.599 the BTB growth big three, a no fluff email that boils down our three 290 00:20:51.680 --> 00:20:56.400 biggest takeaways from an entire week of episodes. Sign up today at Sweet Phish 291 00:20:56.480 --> 00:21:02.240 Mediacom Big Three. That sweet PHISH MEDIACOMA Big Three