2 Foundational Steps to Mapping Real Time Actionable Data

WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah, 2 00:00:05.440 --> 00:00:10.080 Hey everyone, welcome back to be to be growth. I'm Olivia Hurley and today I 3 00:00:10.080 --> 00:00:14.990 am joined by Dave Dabbagh, chief marketing officer at clever tap Dave. 4 00:00:14.990 --> 00:00:20.790 How are you doing? I am doing really well today and I just want to uh you 5 00:00:20.790 --> 00:00:25.960 know compliment you on on getting the pronunciation of my last name correct? 6 00:00:26.040 --> 00:00:30.660 That is uh that is not something that happens consistently, I can tell you 7 00:00:30.660 --> 00:00:38.700 that. Oh well well, So glad I asked you but so so excited to have you on today. 8 00:00:38.710 --> 00:00:43.090 So glad we get to have a conversation and get inside your mind and kind of 9 00:00:43.090 --> 00:00:47.270 crack into some of the industry experience you have in the world of B2B 10 00:00:47.270 --> 00:00:52.570 marketing. We were talking at one point about if you were to take kind of like 11 00:00:52.570 --> 00:00:58.590 a diagnostics test on B two B marketing as a whole, you were saying there's two 12 00:00:58.590 --> 00:01:02.060 areas of improvement that you would really strike upon. One of them is 13 00:01:02.640 --> 00:01:09.160 marketers not getting the most out of their own products. So using their 14 00:01:09.160 --> 00:01:13.090 products, full capability you think is a way that they can improve and the 15 00:01:13.090 --> 00:01:18.510 other one is using actionable, real time data. And I'm I'm curious can we 16 00:01:18.510 --> 00:01:23.960 just start with this products point, What do you mean by marketers not using 17 00:01:24.340 --> 00:01:29.520 their own products? Full capabilities. Yeah, it's a really uh interesting 18 00:01:29.520 --> 00:01:33.350 thing that uh that's different. You know, it's one of the separations 19 00:01:33.350 --> 00:01:40.420 between B two B and B to C. You know if your B two B marketer or Btc market or 20 00:01:40.430 --> 00:01:44.580 you know, you can only buy so much clothing or e commerce e commerce 21 00:01:44.580 --> 00:01:51.060 products of you of your own. So in the B two B space though, um a lot of us, 22 00:01:51.070 --> 00:01:57.980 especially the companies that are on the tech stack Side of events that are 23 00:01:57.980 --> 00:02:06.170 producing technology which enhances B two B and consumer experiences. I see 24 00:02:06.170 --> 00:02:11.960 this often across the market where a lot of companies aren't actually using 25 00:02:11.960 --> 00:02:19.490 their own technology um that they've built um to enhance their own their own 26 00:02:19.490 --> 00:02:24.950 experiences. So, you know, for for clever tap, for example, we have this 27 00:02:24.960 --> 00:02:29.380 uh and this isn't intended to be a shameless sales picture or anything 28 00:02:29.380 --> 00:02:34.840 like that, but we've got this smart platform that does, you know, like 40 29 00:02:34.840 --> 00:02:39.500 or 50 different things. And one of the things I said, you know, when, when I 30 00:02:39.500 --> 00:02:45.510 joined the company, as the, as the CMO is like, okay, what were you using of 31 00:02:45.510 --> 00:02:51.610 our own tech stack today? And and I've done this um sort of successfully along 32 00:02:51.610 --> 00:02:57.550 the way. Um in my time in the Silicon Valley where I've insisted that we we 33 00:02:57.550 --> 00:03:04.300 find ways to use our own products. Um And what happens is the marketers are 34 00:03:04.300 --> 00:03:10.660 forced to better understand the use of those products and are ultimately able 35 00:03:10.660 --> 00:03:17.130 to figure out how to market those specific products better to the markets 36 00:03:17.130 --> 00:03:23.400 that they're targeting and going after. I could probably ramble on for, you 37 00:03:23.400 --> 00:03:27.820 know, hours on on this topic. But in the, in the clever tap, you know, piece 38 00:03:27.820 --> 00:03:34.650 of peace of the world, you know, email communications against real time. 39 00:03:34.660 --> 00:03:41.810 Actionable data is the standard that, um, that I'm trying to hold the team to, 40 00:03:41.820 --> 00:03:46.840 and I think we've made tremendous amount of progress in utilizing our own 41 00:03:46.840 --> 00:03:51.820 technology. And then you start to see it sort of come out and come out in our 42 00:03:51.820 --> 00:03:58.650 brand and how our brand is marketed and and talked about, not just by myself, 43 00:03:58.660 --> 00:04:08.270 but by our sales reps are sdrs are executives and and certainly our entire 44 00:04:08.270 --> 00:04:13.050 marketing team the second part of your question. And this is always a 45 00:04:13.050 --> 00:04:19.089 challenge. When the interviewer asked you multiple part questions, it's it's 46 00:04:19.089 --> 00:04:24.200 a the person always has to really sit there and and pay attention. So the 47 00:04:24.210 --> 00:04:30.240 second part of the question was was around actionable data. Um I touched on 48 00:04:30.240 --> 00:04:37.230 it a little bit as it relates to our own marketing organization. But if 49 00:04:37.230 --> 00:04:44.140 you're a B two B marketer or your BDC marketer, there is nothing more 50 00:04:44.140 --> 00:04:52.080 important than being able to collect data in real time. Um and then set your 51 00:04:52.080 --> 00:05:00.500 organization up to utilize components of that data to your advantage. I'll 52 00:05:00.500 --> 00:05:05.780 give you guys just a couple a couple of quick examples um And one of them is 53 00:05:05.780 --> 00:05:10.600 not too pretty. So I'll save that one for the second but it's actually an 54 00:05:10.600 --> 00:05:16.290 amazon example of of something that I think they did really well when it when 55 00:05:16.290 --> 00:05:22.720 it came to the use of actionable data. But um in the O. T. T. Space or as we 56 00:05:22.730 --> 00:05:27.510 as we know it here in North America media and entertainment in that space 57 00:05:27.510 --> 00:05:33.800 the um the world has has definitely changed and evolved significantly over 58 00:05:33.800 --> 00:05:39.120 the past 10 years definitely over the past five years. And um now that 59 00:05:39.120 --> 00:05:44.170 there's only one blockbuster video left in Oregon which by the way I bought a 60 00:05:44.170 --> 00:05:49.800 hoodie from that that netflix um especially about the blockbuster the 61 00:05:49.800 --> 00:05:54.810 last standing blockbuster. But what what's really interesting from an O. T. 62 00:05:54.810 --> 00:06:01.460 T. And a media and entertainment perspective and um is that when you log 63 00:06:01.460 --> 00:06:09.090 into an app and um whether or not that is on your phone or on your television 64 00:06:09.090 --> 00:06:18.670 or on your laptop or your ipad. There are uh a medium preferences that have 65 00:06:18.670 --> 00:06:26.060 been set up and structured to provide you Olivia information about things 66 00:06:26.060 --> 00:06:30.500 you've watched in the past. And then they attempt to make recommendations to 67 00:06:30.500 --> 00:06:36.590 you about things they think you're going to enjoy the beauty of what, of 68 00:06:36.590 --> 00:06:41.900 what. Um Netflix. And several of these companies have gotten too is they're 69 00:06:41.910 --> 00:06:48.560 they're also utilizing real time data now so that as you go through the 70 00:06:48.560 --> 00:06:53.190 process of scanning things, they're taking that information and they're 71 00:06:53.190 --> 00:07:01.000 improving the experience for you in literal real time. So if you were uh, 72 00:07:01.010 --> 00:07:05.570 you know, you had your heart set on watching a documentary for some bizarre 73 00:07:05.570 --> 00:07:09.690 reason. Um, you know, I'll watch my share of documentaries, but if you were 74 00:07:09.690 --> 00:07:15.630 in that documentary mood, uh, the netflix operating system and the engine 75 00:07:15.630 --> 00:07:22.180 underneath, it recognizes that in real time and then presents you, presents 76 00:07:22.180 --> 00:07:27.610 you with um with options connecting that back to, you know, e commerce 77 00:07:27.610 --> 00:07:35.260 experiences. Fintech experiences. We've all done this, um, food tech. Um, you 78 00:07:35.260 --> 00:07:40.140 know, I'm definitely not ordering salmon tonight and Door dash knows that. 79 00:07:40.150 --> 00:07:45.680 And so they worked really hard to present you with the, with the right 80 00:07:45.680 --> 00:07:52.090 information and that really improves the user experience. I can tell you, I 81 00:07:52.090 --> 00:07:58.790 have netflix, I've got amazon prime, I've got hulu who I have HBO max, I 82 00:07:58.790 --> 00:08:04.870 have paramount plus. Uh, my kid called me up and said cancel, you have to 83 00:08:04.870 --> 00:08:10.030 cancel the peacock uh, subscription because they got rid of harry potter 84 00:08:10.030 --> 00:08:15.100 videos And um, and I said, No, no, I'm watching, I'm watching some system 85 00:08:15.100 --> 00:08:21.800 stuff on that. I'm going to continue a 499 month for it. It's over there. But 86 00:08:21.810 --> 00:08:27.030 you know, you, you sort of, you've got all of these different things and you 87 00:08:27.030 --> 00:08:32.320 can tell who's figured it out and who hasn't. Um, and I'm not going to name 88 00:08:32.320 --> 00:08:37.260 names, but you can tell, you know, who's figured this out and who hasn't, 89 00:08:37.270 --> 00:08:42.429 same thing can be said in, uh, in food tech, same thing can be said in the 90 00:08:42.429 --> 00:08:48.010 automotive industry if you're hunting for a new sports car as I am, um, you 91 00:08:48.010 --> 00:08:52.420 know, maybe next time we talk, I'll be able to tell you what I ultimately 92 00:08:52.420 --> 00:08:58.180 pulled the trigger on and they're all used differently. Um, but you can tell 93 00:08:58.180 --> 00:09:02.270 when they're, when they're really used well. Um, I teased it out a little bit 94 00:09:02.270 --> 00:09:09.290 with amazon and, you know, amazon is, um, is interesting because like their 95 00:09:09.290 --> 00:09:13.610 visual nature of what they do doesn't really change that much. Uh, you know, 96 00:09:13.610 --> 00:09:19.090 it's sort of like their color schemes almost always the same there. Look and 97 00:09:19.090 --> 00:09:24.300 feel doesn't really change much. There sort of the way they list products and, 98 00:09:24.300 --> 00:09:30.030 and display products, you know, changes, you know, sort of slowly in terms of 99 00:09:30.030 --> 00:09:34.850 like major overhauls to the, to the look and feel of of their of their 100 00:09:34.850 --> 00:09:40.690 brand, but what they've gotten really, really good at is um looking at that 101 00:09:40.690 --> 00:09:47.810 last product I looked at and continuing to promote that product to that person 102 00:09:47.810 --> 00:09:52.800 until they've taken an action against it. Um and so I said, this wasn't gonna 103 00:09:52.800 --> 00:10:00.670 be pretty, so I'm in the midst of a a remodel, I was running a little bit 104 00:10:00.670 --> 00:10:04.180 late for the, for this particular podcast because I had somebody on my 105 00:10:04.180 --> 00:10:10.620 roof doing something, I'm not even sure wide and I had to say, I'm recording, I 106 00:10:10.620 --> 00:10:16.830 need you to come down for the next hour. But um so we were um we were like, okay, 107 00:10:16.830 --> 00:10:24.250 well we were we're gonna order um some new um some new toilets for the house. 108 00:10:24.260 --> 00:10:29.170 And so my wife said, okay, you know, the brand I want is this particular 109 00:10:29.170 --> 00:10:35.810 brand and you know, go, go see what you can find. So I jump onto, um, I jump 110 00:10:35.810 --> 00:10:42.270 onto amazon, not Home Depot. Uh, you know, you would think Home Depot, but I 111 00:10:42.270 --> 00:10:46.390 just like, I'm so programmed that there isn't anything that it's almost a 112 00:10:46.390 --> 00:10:50.940 challenge for me now as a consumer, let's see if I can actually find this 113 00:10:50.940 --> 00:10:57.610 on amazon. And I go into amazon and I realize how confusing it is to purchase 114 00:10:57.610 --> 00:11:03.550 a toilet. You know, how many different sizes there are, all of the, yeah, I 115 00:11:03.560 --> 00:11:07.940 don't think I've ever purchased one year before going to say props to your 116 00:11:07.940 --> 00:11:12.720 wife for having a brand. You know, like I not only want a toilet, I want this 117 00:11:12.720 --> 00:11:18.310 one particular brand. Yeah, yeah. And then you have like the, I mean 118 00:11:18.310 --> 00:11:24.140 California. So then you have the California water flow restrictions that 119 00:11:24.150 --> 00:11:29.600 um you know the toilet needs to match you know some of those some of those 120 00:11:29.600 --> 00:11:34.670 laws and regulations and so there's all this all this stuff. So I've got this 121 00:11:34.670 --> 00:11:42.410 brand, I'm looking for it and I'm confused. I leave amazon. I then go to 122 00:11:42.420 --> 00:11:51.420 um Home Depot Lowe's bill dot com. Um And I start doing my research there. I 123 00:11:51.420 --> 00:11:55.610 don't even think about it, like a couple of days passes and I log back 124 00:11:55.610 --> 00:12:00.160 into log back into amazon. I still haven't purchased the toilet yet, I'm 125 00:12:00.160 --> 00:12:07.360 still baffled by what what I could be buying. And I go back into amazon and 126 00:12:07.740 --> 00:12:12.980 you know one of the five products that it's presenting me with on the fly is 127 00:12:12.980 --> 00:12:19.710 that particular brand and that particular um And one of the like five 128 00:12:19.710 --> 00:12:25.910 choices of toilets that we would, we were interested in. Among other um 129 00:12:25.920 --> 00:12:31.580 other recommendations of other things that I had been looking at in the past. 130 00:12:31.590 --> 00:12:36.680 So I clicked back on that toilet, I go back in and I'm looking at that toilet 131 00:12:36.690 --> 00:12:40.530 and then I find, and then it presents me with four or five additional new 132 00:12:40.530 --> 00:12:47.370 recommendations on the fly about similar toilets by that specific brand. 133 00:12:47.380 --> 00:12:54.940 And ultimately, um I ended up buying, purchasing, purchasing this particular 134 00:12:54.950 --> 00:13:00.030 toilet and brand from, from amazon, thus proving you can buy just about 135 00:13:00.030 --> 00:13:09.160 anything on, on amazon, including your boston red sox hat that, that you're 136 00:13:09.160 --> 00:13:17.700 wearing. This one is one of a kind, it is completely bespoke really. No, not 137 00:13:17.700 --> 00:13:28.840 at all. Yeah, I was like uh that I know I rambled a lot there, but it is, and 138 00:13:28.850 --> 00:13:37.030 it is important to note that ultimately, um my experience was improved, you know, 139 00:13:37.040 --> 00:13:42.930 my experience on, on netflix is is phenomenal because netflix shapes the 140 00:13:42.930 --> 00:13:49.010 experience to what I want amazon is uh you know, needs to, you know, 141 00:13:49.020 --> 00:13:53.880 continually evolve the shaping of the experience because it's a, it's an e 142 00:13:53.880 --> 00:14:00.520 commerce platform. Um, and and they do a really a really great job of it and 143 00:14:00.520 --> 00:14:05.310 there's a big difference in in food tech, you know, in the same way there 144 00:14:05.310 --> 00:14:08.960 is in the O. T. T. And media and entertainment space in terms of who 145 00:14:08.960 --> 00:14:13.500 really does it? Well, what's the discrepancy between in terms of real 146 00:14:13.500 --> 00:14:20.010 time data and your first attempt at finding that brand of toilet on amazon, 147 00:14:20.020 --> 00:14:24.320 you came up with nothing, but then you log back on and it's like in your 148 00:14:24.320 --> 00:14:28.660 suggestions, is there a lag time, is there a discrepancy or is that like 149 00:14:29.140 --> 00:14:35.630 kind of like, like, are you kidding me now, you show me for any of that 150 00:14:35.630 --> 00:14:42.660 involved in terms of data? I think there is. Um uh So on on the back side, 151 00:14:43.040 --> 00:14:49.270 Dave's never looked for a toilet before. Um So that you know that's that's the 152 00:14:49.270 --> 00:14:55.730 first thing uh Dave is based in California. You know what are they know 153 00:14:55.730 --> 00:15:00.580 my geography, they know my past purchasing history. Um They're able to 154 00:15:00.580 --> 00:15:07.050 utilize a lot of those uh those areas as well as industry trends. In terms of 155 00:15:07.050 --> 00:15:11.530 what are popular toilets that I mean, I can't believe we're having this 156 00:15:11.530 --> 00:15:15.610 conversation but you know what our we'll just call him products, what are 157 00:15:15.610 --> 00:15:19.900 popular products that people are purchasing at that price point? So I 158 00:15:19.900 --> 00:15:26.120 think they used that they use my historical data against segmentation 159 00:15:26.130 --> 00:15:33.150 information um and then enhanced the experience the next time I logged in. 160 00:15:33.540 --> 00:15:38.830 Um And then once they knew I was interested in that brand, then then it 161 00:15:38.830 --> 00:15:46.920 was game on um from the technology standpoint. So in terms of like using 162 00:15:46.920 --> 00:15:51.480 data, amazon did that really well. So then it offered the product you are 163 00:15:51.480 --> 00:15:55.640 looking for the next time. Is that the difference then between using data and 164 00:15:55.640 --> 00:16:01.320 using real time data? Like netflix does where it's like continuously improving 165 00:16:01.330 --> 00:16:11.340 while you're utilizing the technology or service? Yeah. Yeah. There's um uh 166 00:16:11.350 --> 00:16:19.880 you know, amazon's Prime Video uh is similar to netflix um by there's 167 00:16:19.880 --> 00:16:24.220 definitely a difference. Um you know when you go experience in both and you 168 00:16:24.220 --> 00:16:29.660 can tell uh you know how that real time data, how how netflix has really 169 00:16:29.660 --> 00:16:36.150 started to really perfect the use of real time actionable data and amazon 170 00:16:36.160 --> 00:16:42.880 has, you know, pulls it off in in a lot of scenarios as well. But there are 171 00:16:42.890 --> 00:16:48.270 instances where while they're collecting new information, it it does 172 00:16:48.270 --> 00:16:55.600 need to go back against historical data um and other segmentation information 173 00:16:55.610 --> 00:17:02.350 that they have in their database and then present you with the with options. 174 00:17:02.360 --> 00:17:07.550 What happened the second time I came into amazon is they were now prepared 175 00:17:08.040 --> 00:17:15.380 based on past information to utilize new real time actionable data to 176 00:17:15.380 --> 00:17:22.200 provide me additional additional offers against a specific brand. And and so 177 00:17:22.200 --> 00:17:26.140 it's really it's really fascinating actually. Yeah, that's totally 178 00:17:26.140 --> 00:17:31.270 fascinating. So I have a two part question but I'm going to ask you one 179 00:17:31.270 --> 00:17:36.620 at a time based on your feedback earlier. I'm curious to bring it back 180 00:17:36.620 --> 00:17:41.950 down to like this B2B marketing space. Why do you think marketers we're not 181 00:17:41.950 --> 00:17:46.610 seeing a lot of marketers Use real time data in the way that you're talking 182 00:17:46.610 --> 00:17:53.330 about? That's part one. Yeah. I think um I think we we all want to you we all 183 00:17:53.330 --> 00:17:59.680 want to do this. Um, you know, I think we're all in search of the of the of 184 00:17:59.680 --> 00:18:05.190 the holy Grail of of of marketing. I mean, that's why, you know, whenever 185 00:18:05.190 --> 00:18:10.860 you jump onto any, you know, tech stack company or B two B software company or 186 00:18:10.860 --> 00:18:16.740 anything like that, there's a chat bot waiting to help you. Um, and you know, 187 00:18:16.740 --> 00:18:22.850 sometimes that chatbots is a real person, a lot of times it isn't. So, 188 00:18:22.850 --> 00:18:28.340 you know, we all, we all want to get there. We all want to take, you know, 189 00:18:28.340 --> 00:18:37.010 that information that we collect on on people and and move that into into the 190 00:18:37.010 --> 00:18:42.920 process in in in a quick and efficient fashion. You've attended plenty of 191 00:18:42.920 --> 00:18:49.950 events, I'm sure over the last 12 months that were all virtual And you 192 00:18:49.950 --> 00:18:56.570 know, like how many of those events that you attended did you receive a an 193 00:18:56.570 --> 00:19:01.950 actual thanks for attending? You know, like 45 seconds after the event ended 194 00:19:01.960 --> 00:19:08.090 with information About how to potentially move forward with with some 195 00:19:08.100 --> 00:19:12.720 additional information about a company or a product or service that was 196 00:19:12.720 --> 00:19:18.250 presented at that event. You know, companies are good at getting that done 197 00:19:18.250 --> 00:19:23.590 within, you know, three hours. Some are good at getting it done within 10, some 198 00:19:23.590 --> 00:19:30.870 take two weeks Some take 24 hours to get that out to you. But we're all in 199 00:19:30.870 --> 00:19:37.740 search of the same thing where we want to present uh present that um that 200 00:19:37.740 --> 00:19:43.050 information back to you quickly. The struggle is around operations and 201 00:19:43.050 --> 00:19:51.060 systems and internal processes and um you know, and I won't sit here too uh 202 00:19:51.070 --> 00:19:56.480 you know, claim to have all the answers here. Um We we know what we're shooting 203 00:19:56.480 --> 00:20:01.670 for. It's a question of like, you know, how do we build that machinery um to 204 00:20:01.670 --> 00:20:07.490 really deliver at that level? And that's what I've uh I've tasked the 205 00:20:07.490 --> 00:20:14.980 team, the team with. Yeah. So Generally, but also heading more into the 206 00:20:14.990 --> 00:20:20.790 specifics to what are some of those hurdles or obstacles that B2B marketers 207 00:20:20.790 --> 00:20:31.000 encounter when trying to implement using real time data. So uh you Olivia 208 00:20:31.010 --> 00:20:39.500 have have uh have come to have come to my beautiful website and um you've been 209 00:20:39.500 --> 00:20:48.220 there before you attended an event six months ago. Um Are sdrs reached out to 210 00:20:48.220 --> 00:20:57.590 you and try to try to see if you were an SQL or an M. Q. L. And it turned out 211 00:20:57.600 --> 00:21:02.800 Olivia, you were an MQ all. So you went into a different portion of our 212 00:21:02.810 --> 00:21:10.980 database. Now you've come back to to our brand and you've um you've 213 00:21:10.980 --> 00:21:17.700 downloaded a new piece of educational content that my team has produced. How 214 00:21:17.700 --> 00:21:26.520 do we map that information together into a, into a real time hopefully 215 00:21:26.520 --> 00:21:33.830 actionable data scenario where I can say, you know, Olivia's back um you 216 00:21:33.830 --> 00:21:38.420 know, she never made it into that SQL stage before, but she just, you know, 217 00:21:38.420 --> 00:21:41.600 she's back for the first time in six months. She's just downloaded a piece 218 00:21:41.600 --> 00:21:51.760 of educational content. Is it worth it at our company for a SDR to call Olivia. 219 00:21:52.440 --> 00:21:57.880 So the the challenges of the data underneath all of that, those scenarios 220 00:21:57.890 --> 00:22:04.130 that that I just presented are the are the challenges that we all deal with. 221 00:22:04.140 --> 00:22:09.810 And it's, you know, connecting the dots from multiple channels over periods of 222 00:22:09.810 --> 00:22:16.020 time and then having the strategy set in place about how do you handle this 223 00:22:16.020 --> 00:22:22.460 scenario or that scenario? And that's those are the, those are the hurdles. 224 00:22:23.240 --> 00:22:32.120 So in terms of, of understanding from the what using real time data looks 225 00:22:32.120 --> 00:22:41.160 like. I want to jump to the results. So what can people expect to see in terms 226 00:22:41.160 --> 00:22:46.010 of metrics in terms of digital experience, in terms of customer 227 00:22:46.010 --> 00:22:52.180 engagement. Different things like that when they, you know, start doing what 228 00:22:52.180 --> 00:22:53.050 you're suggesting. 229 00:22:54.640 --> 00:23:01.460 Yeah, when when people listen to me, they make money. Um, it's like the old 230 00:23:01.500 --> 00:23:07.710 Hutton commercial anyways, definitely going to generalize here here a lot um, 231 00:23:07.720 --> 00:23:12.540 for a minute because you know, everybody's businesses are different. 232 00:23:12.540 --> 00:23:19.200 Everybody's metrics are are different if you, you know, in order for you to 233 00:23:19.210 --> 00:23:25.430 create retention in a brand, you know, you have to have engagement first. Um 234 00:23:25.440 --> 00:23:31.110 uh you know, my my favorite new sort of like internal tagline that we're that 235 00:23:31.110 --> 00:23:35.960 we play around with and I'll ship you out a shirt when we haven't made uh, 236 00:23:35.970 --> 00:23:44.450 you know, engaged to retain and it really you know sits in line, you know 237 00:23:44.460 --> 00:23:50.050 not just with you know who clever tap is but it also sort of sits in line 238 00:23:50.050 --> 00:23:55.670 with the uh the overall a sort of industry as a whole in terms of what 239 00:23:55.670 --> 00:23:59.990 we're all trying to accomplish as marketers. Um We're all trying to 240 00:23:59.990 --> 00:24:05.680 figure out how to increase engagement so we can retain customers and we can 241 00:24:05.680 --> 00:24:13.070 generate ultimately more revenue when I get into uh when we start looking at 242 00:24:13.080 --> 00:24:20.070 the media space for for example a media and entertainment space, your 243 00:24:20.080 --> 00:24:26.140 experiences inside an app. And it's amazing to me, you know like so much of 244 00:24:26.140 --> 00:24:31.660 this stuff I used to just do on my phone and my ipad but now that I've got 245 00:24:31.660 --> 00:24:38.500 these really super smart televisions uh you know I have all of the you know 246 00:24:38.500 --> 00:24:44.480 entertainment apps just sitting on my T. V. S. And um you know across the house 247 00:24:44.480 --> 00:24:49.740 and I'm able to access you know start watching the show downstairs and finish 248 00:24:49.740 --> 00:24:53.800 watching it upstairs and it all happens in in real time. The experience is 249 00:24:53.800 --> 00:25:03.240 fabulous. The ability um for these brands um Uh to figure out how to how 250 00:25:03.240 --> 00:25:10.070 to retain people through engagement is really important. You can see you can 251 00:25:10.070 --> 00:25:17.170 see some brands that go from you know a 10% retention rate, you know all the 252 00:25:17.170 --> 00:25:25.060 way up to a 30% retention rate. Um You know utilizing real time actual data, 253 00:25:25.440 --> 00:25:32.600 we've had customers at clever tap, you know c 50% plus increases um through 254 00:25:32.600 --> 00:25:38.650 the use of real time. Actionable data um in their business is really in the 255 00:25:38.660 --> 00:25:44.340 uh more so in the e commerce uh in e commerce space. But that's that's 256 00:25:44.340 --> 00:25:50.550 really where you uh you see really big big leaps if you're a big brand though, 257 00:25:51.040 --> 00:25:58.220 and you know, you know, you know, people are coming to your, your 258 00:25:58.220 --> 00:26:03.620 entertainment app and um, you're like, peacock for example, it's, you know, 259 00:26:03.620 --> 00:26:08.970 it's backed by, you know, NBC Universal or whoever they are today. I don't know, 260 00:26:08.970 --> 00:26:11.460 They keep changing Comcast, I don't know. 261 00:26:12.940 --> 00:26:17.210 So, well, they don't have the harry potter movies anymore. So we know they 262 00:26:17.210 --> 00:26:26.030 brought him back, they brought him back, they brought him back, you'd be happy 263 00:26:26.030 --> 00:26:29.690 to hear, they brought him back like a month later. And there was, there was a 264 00:26:29.690 --> 00:26:34.740 social media backlash when it when it happened. And there are a lot of people 265 00:26:34.750 --> 00:26:44.220 who were, you know, talking about talking about canceling, but, but their, 266 00:26:44.220 --> 00:26:52.580 their, uh, their ability to retain people is based on, on how the content 267 00:26:52.580 --> 00:26:58.850 gets presented to the, to the end users. The first thing is they have to have 268 00:26:58.850 --> 00:27:03.060 enough quality content. That's the first thing. So that's product market 269 00:27:03.060 --> 00:27:06.940 fit right. Like they've got to have a strong product market fit, assuming 270 00:27:06.940 --> 00:27:12.040 they've solved the product market fit issue, then that content needs to be 271 00:27:12.040 --> 00:27:19.390 presented um, in in a way that is, um, that is appealing to the, to the end 272 00:27:19.390 --> 00:27:25.470 user. I downloaded the app when it first launched. Um, I was probably one 273 00:27:25.470 --> 00:27:30.260 of the first half a million people. That's something to brag about. You 274 00:27:30.260 --> 00:27:33.170 know, I was one of the, you know, I downloaded, I knew when it was coming 275 00:27:33.170 --> 00:27:39.550 out. I was curious, I downloaded it. I found the experience out of the gate to 276 00:27:39.550 --> 00:27:44.060 be completely different than the other than their competitors in the market. 277 00:27:44.540 --> 00:27:51.060 Since the app has been out, they've made a significant amount of changes to 278 00:27:51.060 --> 00:27:59.250 the, to their uh, to the way the app looks and feels, and I'm sure there, um, 279 00:27:59.260 --> 00:28:05.040 engagement rates have gone up significantly because of that, and, you 280 00:28:05.040 --> 00:28:09.180 know, I wish, I wish I had kept some screenshots from the initial launch 281 00:28:09.180 --> 00:28:14.540 experience to the new launch experience, because there are two completely 282 00:28:14.540 --> 00:28:21.110 different things. It's as if they now understand who who the consumers are, 283 00:28:21.120 --> 00:28:26.930 um, and how they want to use the app, and I think that was something they 284 00:28:26.930 --> 00:28:34.240 didn't have as strong a grasp on at launch as they thought they had, and 285 00:28:34.250 --> 00:28:39.140 that's why they made a lot of the changes they made. I'm curious if you 286 00:28:39.140 --> 00:28:43.720 were to kind of some of what you're saying into action steps, so if 287 00:28:43.720 --> 00:28:49.690 somebody wanted to go and and implement what might be just step one, um, okay, 288 00:28:49.700 --> 00:28:58.620 so step, step number one, if you are a consumer company or a B two B company 289 00:28:58.630 --> 00:29:04.330 regardless figure out how to build a data warehouse where at the very least 290 00:29:04.330 --> 00:29:11.780 you can data warehouse all of your actionable, your historical data. Um 291 00:29:11.780 --> 00:29:17.740 And then you can bring in a new new data into the into the system as a B 292 00:29:17.740 --> 00:29:21.930 two B market. Or you collect a lot of information. You build this, you build 293 00:29:21.940 --> 00:29:25.620 all of this stuff, you need to then figure out how you're going to enhance 294 00:29:25.620 --> 00:29:30.850 that information and then figure out how to use that information for 295 00:29:30.850 --> 00:29:37.460 segmentation and future future marketing. So data warehousing is is 296 00:29:37.460 --> 00:29:42.380 one of the first things you you need to be able to do. The second step is once 297 00:29:42.380 --> 00:29:49.770 you've established established that begin with experiments, experiment on 298 00:29:49.780 --> 00:29:59.050 um what you what you think will happen if you were to attempt to implement 299 00:29:59.440 --> 00:30:06.360 real time recommendations based on based on things that have happened in 300 00:30:06.360 --> 00:30:13.350 your app in real time. So you really want to look at the experimental piece 301 00:30:13.360 --> 00:30:19.760 as a as a core piece to help you sort of establish what you can do if you 302 00:30:19.760 --> 00:30:24.500 roll everything out to everybody. Um I'm thinking about giving you a third 303 00:30:24.500 --> 00:30:30.820 one on this. Um but I think like those are the first two things you really 304 00:30:30.820 --> 00:30:37.610 need to need to do. Um And until you until you sort of get those things done, 305 00:30:37.610 --> 00:30:43.300 you're sort of shooting into the stars without any way of really being able to 306 00:30:43.300 --> 00:30:49.730 tell how successful you've been against against, you know, the data you have on 307 00:30:49.730 --> 00:30:56.750 existing customers, brilliant dave for people who need to now know what the 308 00:30:56.750 --> 00:31:02.450 third step is. How can they go, where can they go to learn more about you and 309 00:31:02.450 --> 00:31:08.100 learn more about clever tap. Yeah, so um uh you know, certainly feel free to 310 00:31:08.110 --> 00:31:14.760 check out our website at clever tap dot com. I'm happy to, you know, chat with 311 00:31:14.760 --> 00:31:21.200 anybody. Um uh the easiest way to do that, you could send me an email if you 312 00:31:21.200 --> 00:31:29.840 want. Dave dot daba dee A B B A H at at at uh sorry, clever tap dot com. My 313 00:31:29.840 --> 00:31:34.740 gmail account is easy actually, but that's that's that's my clever to have 314 00:31:34.740 --> 00:31:42.370 account also. Um I do talk to a lot of people on linkedin and um I spent a lot 315 00:31:42.370 --> 00:31:49.870 of um I will respond to DMC on linkedin and I I think I probably have, you know, 316 00:31:49.870 --> 00:31:56.240 a handful of new conversations that pop up every week or two on linkedin, so 317 00:31:56.240 --> 00:32:01.880 certainly feel free to reach out to me there as well. Well Dave the absolute 318 00:32:01.880 --> 00:32:05.970 rock star, thank you so much for joining me today on B two B growth. 319 00:32:05.980 --> 00:32:08.960 Thanks Olivia, have a great rest of your day. 320 00:32:10.440 --> 00:32:10.770 Mhm. 321 00:32:12.640 --> 00:32:16.230 One of the things we've learned about podcast audience growth is that word of 322 00:32:16.230 --> 00:32:20.880 mouth works. It works really, really well actually. So if you love this show, 323 00:32:20.880 --> 00:32:24.740 it would be awesome if you texted a friend to tell them about it. And if 324 00:32:24.740 --> 00:32:29.030 you send me a text with a screenshot of the text you sent to your friend meta, 325 00:32:29.040 --> 00:32:32.650 I know I'll send you a copy of my book, content based networking, how to 326 00:32:32.660 --> 00:32:36.070 instantly connect with anyone you want to know. My cell phone number is 327 00:32:36.070 --> 00:32:41.360 40749033 to 8. Happy texting.