Amazon Acquires Wondery for $300M (and Why B2B Marketers Should Care)

WEBVTT 1 00:00:00.040 --> 00:00:06.220 welcome back to another episode of B two b growth. It is January 1st 2021 2 00:00:06.410 --> 00:00:14.070 it's feeling good. 2020 is over, baby bam! And who knows what 2021 will hold? 3 00:00:14.070 --> 00:00:19.150 If we're kind of a repeat, it can't be as bad of a repeat of 2020. Um no. Were 4 00:00:19.150 --> 00:00:23.400 you know, the things from 2020 are still lingering on, of course, and 5 00:00:23.400 --> 00:00:27.020 hopefully it just starts getting better rather than worse. But everybody is 6 00:00:27.020 --> 00:00:31.160 hoping for the for the best. And even though you know it's just a one day 7 00:00:31.160 --> 00:00:35.400 difference, I think everyone's expectations are Are looking looking 8 00:00:35.400 --> 00:00:39.910 for good things right now. Um, but we're not here to talk about forecast 9 00:00:39.910 --> 00:00:43.770 for how good 2021 is gonna be. We're here to talk about podcasting 10 00:00:43.740 --> 00:00:49.850 specifically because at the very end of 2020 something big happened and it was 11 00:00:49.850 --> 00:00:53.700 just because everybody was on holiday. I just didn't like I didn't see any 12 00:00:53.700 --> 00:01:02.090 much news about it is that Amazon threw down $300 million acquiring a big 13 00:01:02.100 --> 00:01:06.630 podcast, uh, media company, wondering which is a big company. I know they 14 00:01:06.630 --> 00:01:10.860 have ah, business or one that I think about what is some of the other big 15 00:01:10.860 --> 00:01:15.190 show man? There's so many American history tellers. Uh, they they've 16 00:01:15.190 --> 00:01:19.250 really So the founder of wondering I forget his name. But he was a former 17 00:01:19.250 --> 00:01:25.000 NBC executive, and his vision was really to bring Hollywood level 18 00:01:25.000 --> 00:01:31.160 production into the podcasting space similar to what Gimlet has done. Gimlet, 19 00:01:31.160 --> 00:01:37.410 we know got acquired, I think, for e think it was 240 million by Spotify uh, 20 00:01:37.420 --> 00:01:43.940 in 2019. So I guess two years ago now and now we're seeing Amazon jump into 21 00:01:43.940 --> 00:01:48.660 the game and by wondering who's probably I would say when Spotify got 22 00:01:48.660 --> 00:01:53.130 acquired, I think they had, like, 28 shows. Uh, not Spotify. When when 23 00:01:53.130 --> 00:01:58.260 gimlet got acquired, I think they had, like, 28 shows. Wondering probably has 24 00:01:58.260 --> 00:02:04.960 closer to 50 to 75 I would guess, um, and their shows air incredible. I mean, 25 00:02:04.960 --> 00:02:09.820 the storytelling in the shows. I mean, you could tell their hiring world class 26 00:02:09.820 --> 00:02:15.990 screenwriters storytellers, um, to to tell really compelling stories, whether 27 00:02:15.990 --> 00:02:22.160 it's related to business or ah, a lot of their shows have to do with history. 28 00:02:22.170 --> 00:02:28.030 Um, they've tapped into what do podcast consumers want to hear, and they tell 29 00:02:28.040 --> 00:02:33.530 incredibly engaging stories in this medium. And so seeing seeing this man 30 00:02:33.530 --> 00:02:40.120 has, it's been super excited. I was giddy whenever gimlet got acquired by 31 00:02:40.120 --> 00:02:43.700 Spotify because, you know it's something you you say often, and I 32 00:02:43.700 --> 00:02:48.290 completely agree with big companies don't throw down hundreds of millions 33 00:02:48.290 --> 00:02:53.330 of dollars on something that they think is tapped out. And this it's only it's 34 00:02:53.330 --> 00:02:56.910 only 11 data point like. And if you're a B two b marketing and you're 35 00:02:56.910 --> 00:02:59.010 listening to this show like this is podcasting, what does this have to do 36 00:02:59.010 --> 00:03:01.760 with B two B marketing? Hold tight. We're going to get to that. But listen, 37 00:03:01.760 --> 00:03:07.400 listen to the stats real quick. Within the last year, ish Spotify has acquired 38 00:03:07.410 --> 00:03:13.940 Anchor for 154 million Gimlet Media for 200 million Park cast for 55 million. 39 00:03:13.950 --> 00:03:19.270 The ringer for 200 million, The Joe Rogan Show for 100 million Megaphone, 40 00:03:19.280 --> 00:03:22.260 which is a big another kind of like anchor like uh 41 00:03:23.840 --> 00:03:30.040 uh software company. 235 million Amazon ads podcast, too. It's music platform 42 00:03:30.040 --> 00:03:35.030 and then acquires, wondering for 300 million Sirius Sirius X M acquires 43 00:03:35.030 --> 00:03:40.550 stitcher for 235 million this year and gains a major stake in I Heart radio. 44 00:03:40.560 --> 00:03:44.920 Like the big players are moving around podcasting. And if there's one thing I 45 00:03:44.920 --> 00:03:48.780 know is that they do not throw around big money like this just because it's 46 00:03:48.780 --> 00:03:54.390 big now like it grew, it grew. Ah, substantial listenership on podcasts 47 00:03:54.390 --> 00:03:58.090 and audio content grew substantially this year, but they're not requiring 48 00:03:58.090 --> 00:04:02.460 this because of the growth there currently seeing their acquiring all 49 00:04:02.460 --> 00:04:05.670 these companies because of forecasted growth. They're looking at what's gonna 50 00:04:05.670 --> 00:04:07.670 happen in the next 10 years. 51 00:04:08.840 --> 00:04:14.830 It Z Yeah, and and so what? Why does it b two b market? Er, why is this 52 00:04:14.830 --> 00:04:17.970 relevant to a B two B market? Er that all these massive tech companies air 53 00:04:17.970 --> 00:04:21.040 jumping into the podcasting game and betting big? 54 00:04:22.840 --> 00:04:26.910 It's big because it's showing that there is a lot more opportunity for the 55 00:04:26.910 --> 00:04:31.950 channel. Now. If you are like me and you look back over the last, like 10, 56 00:04:31.950 --> 00:04:35.830 15 years, some of us along and wish we would have understood what was 57 00:04:35.830 --> 00:04:39.700 happening 10 years ago were like, Oh, if only we would have hit YouTube hard 58 00:04:39.700 --> 00:04:43.330 five years ago, which I actually think that channel still prime. If only I 59 00:04:43.330 --> 00:04:46.740 would have gotten it at Google AdWords back when Gary V hit it hard back in 60 00:04:46.740 --> 00:04:53.080 2000 to 2003. Come on. Pennies for big, big old keyword for like these, like 61 00:04:53.080 --> 00:04:57.410 huge keywords or tons of volumes. Um, my goodness, I wish I would have caught 62 00:04:57.410 --> 00:05:02.030 on in the early days. Well, guess what? The podcast is still on. The early days 63 00:05:02.030 --> 00:05:06.340 were still very early into this medium. If big companies like, are throwing 64 00:05:06.340 --> 00:05:10.500 this kind of money around so it is still on early, early to the game, I 65 00:05:10.500 --> 00:05:13.720 hear people say, like, Oh, it's saturated Everybody starting a podcast, 66 00:05:13.720 --> 00:05:17.370 but yes, just like everybody has a block now. And I actually still feel 67 00:05:17.370 --> 00:05:21.690 like blogging is still green Green fields everywhere. We're investing a 68 00:05:21.690 --> 00:05:25.070 lot in blogging this year, even though we're podcasting company, because the 69 00:05:25.070 --> 00:05:30.080 opportunity is still there for s CEO and blogging. Um, and it's still so 70 00:05:30.080 --> 00:05:33.620 early for podcasting only. We will only know in the next 10 years, like how big 71 00:05:33.620 --> 00:05:37.590 it will actually be. But it's early. Well, and when you think about. I think 72 00:05:37.590 --> 00:05:42.490 there's 1.5 million podcasts right now, which a lot of people here that number 73 00:05:42.490 --> 00:05:46.960 and they think how like I Why would I create a podcast? There's already too 74 00:05:46.960 --> 00:05:50.890 many sales podcasts or there's too many HR podcast. So there's too many. 75 00:05:50.900 --> 00:05:56.950 There's too many podcasts for my buyers, and I just think that's garbage because 76 00:05:56.960 --> 00:06:00.690 you're not slowing down on what you're doing with video and you can't really 77 00:06:00.690 --> 00:06:04.870 play the video game without playing YouTube. And there are 30 million 78 00:06:04.870 --> 00:06:10.840 channels and growing on YouTube. And so we're we're not even close to first 79 00:06:10.850 --> 00:06:15.580 base. Yet with podcasting, we're building our entire business on the on 80 00:06:15.580 --> 00:06:21.440 the thesis that I genuinely think every BTB company 10 years from now is going 81 00:06:21.440 --> 00:06:24.480 to have a podcast. They're gonna have to have a podcast just like they have 82 00:06:24.480 --> 00:06:28.690 to have a blawg. And I think we're going to grow a very big business on 83 00:06:28.690 --> 00:06:33.070 the back of that reality. That every company, especially in the B two B 84 00:06:33.070 --> 00:06:37.680 space, where content based networking is alive and well and relationships 85 00:06:37.680 --> 00:06:41.700 with the backbone of B two B and a podcast, helps you build relationships 86 00:06:41.700 --> 00:06:45.330 with your ideal clients when you ask them to be a guest on your show. But I 87 00:06:45.330 --> 00:06:49.880 want to spend a little bit of time talking about diversification, like for 88 00:06:49.890 --> 00:06:54.070 for the people that think like, Oh, there's 1.5 million podcasts and maybe 89 00:06:54.070 --> 00:06:57.110 they're not interested in diving into YouTube because they think that's 90 00:06:57.110 --> 00:07:03.970 oversaturated to, um, can you speak to how you can diversify your show using 91 00:07:03.970 --> 00:07:08.660 what J. Kenzo calls premise development? Um, you and Logan have been studying 92 00:07:08.660 --> 00:07:13.230 this a lot we've taken. You've taken Jay's course. Talk about how you can 93 00:07:13.230 --> 00:07:17.610 diversify your show so that you actually can stand out, even though 94 00:07:17.620 --> 00:07:21.250 there might be, You know, two or three other podcasts in your space already. 95 00:07:21.940 --> 00:07:25.110 So it's not so much about diversification is it is about 96 00:07:25.120 --> 00:07:30.150 differentiation, right? Way don't need to have multiple podcast just to spread 97 00:07:30.150 --> 00:07:32.870 it out and see what's going on. You could start with one, but you really 98 00:07:32.870 --> 00:07:36.500 want to differentiate differentiate. And actually, there's so many. Like we 99 00:07:36.500 --> 00:07:39.650 keep taking on new customers that Aaron fields that have, like almost no 100 00:07:39.650 --> 00:07:43.670 podcast or at least no active podcast big industries, huge industries like 101 00:07:43.670 --> 00:07:47.290 manufacturing there was like like seven months ago. They were like, what? One 102 00:07:47.290 --> 00:07:50.480 seven shows or something in me, and most of them weren't even active. They 103 00:07:50.480 --> 00:07:53.120 were like hadn't posted for a year and a half. So it's like no one's listening 104 00:07:53.120 --> 00:08:00.100 to these eso this you're living. I mean, Senior Living has Billy. It's a billion 105 00:08:00.100 --> 00:08:03.510 dollar plus industry senior living industry, and there's like, I don't 106 00:08:03.510 --> 00:08:09.390 know, nine or 10 shows in that space. It's absolutely insane. It's nuts. So 107 00:08:09.390 --> 00:08:11.900 there is still there is not even. You're not even looking for cracks 108 00:08:11.900 --> 00:08:14.690 right now, like there's still huge holes, let alone cracks like you could 109 00:08:14.690 --> 00:08:17.750 even go into, like, hospitality. And I bet someone hasn't done the hot 110 00:08:17.760 --> 00:08:22.170 hospitality marketer yet. Maybe the show exist, but probably not like 111 00:08:22.340 --> 00:08:25.770 there's all like all these niches air pretty much ripe for the taking to be 112 00:08:25.770 --> 00:08:30.070 the first or second show in it right now. Um, so there's that. But even if 113 00:08:30.070 --> 00:08:33.059 you do pick a topic that you know is fairly competitive, let's say you want 114 00:08:33.059 --> 00:08:37.309 to do just digital marketing. Super competitive, right? If that's what 115 00:08:37.309 --> 00:08:39.860 you're going after, you're going after people in digital market, you're like 116 00:08:39.860 --> 00:08:43.820 Well, okay, Well, what do you do to differentiate from there? And that's 117 00:08:43.820 --> 00:08:47.260 where Jay's content actually is. So helpful is what he says is, after you 118 00:08:47.260 --> 00:08:51.150 pick a topic, what you really want to go after is a premise or what I would 119 00:08:51.150 --> 00:08:54.260 call an angle like, What's your angle? That's gonna be a little bit different. 120 00:08:54.270 --> 00:08:57.710 And he has a number of different formulas for picking angles. But a few 121 00:08:57.710 --> 00:09:00.850 of them look some of the simpler ones that I think a really effective still 122 00:09:00.850 --> 00:09:05.410 look, a little something like these, Um, my personal favorite. He calls the 123 00:09:05.410 --> 00:09:11.870 journey. Um, I believe it's the journey. Yeah, um, where you essentially start 124 00:09:11.880 --> 00:09:15.600 your the whole premise or angle of your show is actually taking all your 125 00:09:15.600 --> 00:09:19.900 audience with you somewhere. Maybe you wanna answer a big question. Maybe you 126 00:09:19.900 --> 00:09:23.790 want to hit a big goal that somehow relevant to your audience. And each 127 00:09:23.800 --> 00:09:26.820 episode you're taking steps to getting there, maybe even throwing in some 128 00:09:26.830 --> 00:09:30.040 episodes like and it could be interviews. It could be solo episodes, 129 00:09:30.040 --> 00:09:32.930 but you're taking them on a journey to go somewhere. And it could either be a 130 00:09:32.930 --> 00:09:37.500 journey every episode or a journey over a season or a lifelong journey. Um, and 131 00:09:37.500 --> 00:09:39.910 I actually think this is probably the strongest one and something we're gonna 132 00:09:39.910 --> 00:09:42.890 be doing with B two b growth, and I'll talk more about this future, but we're 133 00:09:42.890 --> 00:09:45.630 gonna be doing this. Would be to be growth really soon by going on these 134 00:09:45.630 --> 00:09:50.000 like seasonal journeys into different topics. Trying to answer big questions, 135 00:09:50.010 --> 00:09:54.510 B two B marketers are asking. But that's one example of a premise. 136 00:09:54.510 --> 00:09:59.940 Another one is just owning a part of the week or part of a day morning 137 00:09:59.940 --> 00:10:03.910 bruise. An example. Hit this topic like with a newsletter, right? They own your 138 00:10:03.910 --> 00:10:06.620 morning. It's the morning brew. It's they're trying to own that moment where 139 00:10:06.620 --> 00:10:09.780 you're sitting down with your cup of coffee and you open up that newsletter 140 00:10:09.780 --> 00:10:12.150 to catch up what's going on in the world or for their marketing. One. You 141 00:10:12.150 --> 00:10:15.730 know what's going on in the world of marketing White Board Friday is another 142 00:10:15.730 --> 00:10:22.300 example of that where, um, Rand Fishkin was doing a whiteboard video every 143 00:10:22.310 --> 00:10:25.570 Friday and everybody knew they could turn into white board Friday, every 144 00:10:25.570 --> 00:10:30.230 Friday, and it was fantastic. Content on s CEO and marketing. Um, so that's 145 00:10:30.230 --> 00:10:33.590 another easy premise that gives it just a little bit more of a differentiation 146 00:10:33.590 --> 00:10:36.660 rather than just kind of covering everything on a specific topic like 147 00:10:36.660 --> 00:10:41.190 digital marketing, Right? So those are some examples which which one stood out 148 00:10:41.190 --> 00:10:45.580 to you? The one that stands out to me the most was the mash up and so looking 149 00:10:45.580 --> 00:10:49.450 at popular concept. So for me, one of the things that we're talking about 150 00:10:49.450 --> 00:10:56.350 doing in 2021 is doing essentially what charisma on command has done. So they 151 00:10:56.360 --> 00:11:00.630 charisma on command is a very popular YouTube channel that does break down 152 00:11:00.630 --> 00:11:06.560 videos on how famous people, uh, act charismatic, like what the Rock is 153 00:11:06.560 --> 00:11:11.800 doing when he's on Jimmy Fallon. That makes the rock charismatic person so 154 00:11:11.800 --> 00:11:17.030 that other people that want to be charismatic can learn from the lessons 155 00:11:17.040 --> 00:11:21.260 of you know, the people, the most well known people on the planet. And so 156 00:11:21.260 --> 00:11:28.400 they're simple seven toe, 12 minute charisma breakdowns. And I thought, Man, 157 00:11:28.410 --> 00:11:34.050 that format is really compelling. What if we mashed basically what charisma on 158 00:11:34.050 --> 00:11:39.380 command is for teaching charisma, but we paired that with B two B marketing 159 00:11:39.390 --> 00:11:45.900 and so essentially a mash up is taking, ah, format that already exists and 160 00:11:45.910 --> 00:11:50.680 smashing it with a subject matter that you are an expert in. And so you've 161 00:11:50.680 --> 00:11:54.920 seen people do this with, you know, Song Exploder, the popular podcast 162 00:11:54.920 --> 00:12:00.850 that's now in Netflix show, where they dissect specific songs. And they talked 163 00:12:00.850 --> 00:12:05.030 to the recording artist about what the journey was of writing that song, what 164 00:12:05.030 --> 00:12:11.770 it took toe make that song happened, Um, and, uh, and you see that a similar 165 00:12:11.770 --> 00:12:16.390 premise play out in the movies that made us so that Siris on Netflix, where 166 00:12:16.390 --> 00:12:19.790 they're doing the behind the scenes on what it took to make home alone, come 167 00:12:19.790 --> 00:12:24.960 to life and all of the obstacles that you had to overcome to make elf a 168 00:12:24.960 --> 00:12:29.310 reality. You know, like all of these, like there's tons of different premises. 169 00:12:29.320 --> 00:12:34.280 So I love the mash up because it challenges you to look outside of the 170 00:12:34.280 --> 00:12:38.640 medium where you're trying to create content and look anywhere and say, What 171 00:12:38.640 --> 00:12:43.020 is it? What's the content that I'm consuming that I really enjoy? And can 172 00:12:43.020 --> 00:12:49.390 I take pieces of this format and inject it with my expertise to make it a 173 00:12:49.390 --> 00:12:53.420 really compelling show for the people that want to learn more about my 174 00:12:53.420 --> 00:12:57.280 expertise or learn more about the the thing that is going to help them better 175 00:12:57.280 --> 00:13:02.720 at their job. And And I think there's just so much I mean, I think we're 5 to 176 00:13:02.720 --> 00:13:10.330 7 years away. Honestly, Dan, from marketers, even hatin really needing to 177 00:13:10.330 --> 00:13:14.030 do premise development. If I'm completely honest, we're starting to do 178 00:13:14.030 --> 00:13:18.880 it now because I always wanna be way ahead of the curve on this stuff. But I 179 00:13:18.890 --> 00:13:23.420 because there are so many gaping holes in the marketplace, I mean, you could 180 00:13:23.420 --> 00:13:29.080 do a very basic premise free show. Just pick a topic. Just pick a topic, the 181 00:13:29.080 --> 00:13:34.770 senior living podcast or whatever, and and you could just interview senior 182 00:13:34.770 --> 00:13:40.070 living practitioners. And if you did it consistently, your interviews were 183 00:13:40.070 --> 00:13:44.830 great. You focused on, you know, uh, P O V for each guest, a point of view for 184 00:13:44.830 --> 00:13:48.970 each guest. You could have you could. I think you could still have one of the 185 00:13:48.970 --> 00:13:54.050 most popular shows in a billion dollar plus industry just by that simple 186 00:13:54.050 --> 00:13:59.130 execution. But imagine adding an angle, like trying to make charisma on command 187 00:13:59.130 --> 00:14:04.260 style, content for senior living or song exploder type content or behind 188 00:14:04.260 --> 00:14:08.160 the scenes. Imagine trying to take like the behind the scenes of a massive 189 00:14:08.160 --> 00:14:12.940 senior living project, for example, and doing a narrative approach to talking 190 00:14:12.940 --> 00:14:16.670 about all what all went into that, well, everybody in senior living that's in 191 00:14:16.670 --> 00:14:20.800 that space. Where would probably be fascinated by that story if you could 192 00:14:20.800 --> 00:14:24.690 tell the story well, but I don't I think, were years and years away from 193 00:14:24.690 --> 00:14:29.710 needing to do that. But I for for those of you listening to this and going Oh, 194 00:14:29.710 --> 00:14:34.480 it's too saturated If you think it's too saturated, I think one level deeper. 195 00:14:34.480 --> 00:14:37.650 Start thinking about how can you differentiate your show by developing a 196 00:14:37.650 --> 00:14:42.310 premise for your show, and you're going to realize very quickly that there's 197 00:14:42.320 --> 00:14:47.400 nobody in your space doing it the way that you want to do it. So I just 198 00:14:47.400 --> 00:14:51.940 posted on Lincoln yesterday or the day before about this whole topic about 199 00:14:51.940 --> 00:14:54.880 like the growth around podcast and asked the question like What's stopping 200 00:14:54.880 --> 00:14:59.110 you from doing a podcast in 2021? Whether you take it in house, you 201 00:14:59.110 --> 00:15:02.400 outsource parts of it or hire hire someone like sweet fish media to help 202 00:15:02.400 --> 00:15:05.670 you run this thing like, what's stopping you from doing it? And I hired 203 00:15:05.680 --> 00:15:10.090 a lot of people say, like, Oh, like I just can't handle another thing. But I 204 00:15:10.090 --> 00:15:14.790 want this because so many people said that on the on this thing. I wanna 205 00:15:14.790 --> 00:15:18.840 wanna ask you the same question like What's stopping you from like from 206 00:15:18.840 --> 00:15:22.580 building a podcast this year? And if it's I don't have enough time, let me 207 00:15:22.580 --> 00:15:26.920 tell you that Podcast things. Probably the easiest medium I've ever dealt with 208 00:15:26.920 --> 00:15:31.290 in my life like I've done. I've written Hunt, not hundreds, dozens and dozens 209 00:15:31.290 --> 00:15:35.950 of blog's I've done. I've recorded vlogs with YouTube. I've made a lot of 210 00:15:35.960 --> 00:15:39.060 talking head videos, and there's nothing easier than just jumping on 211 00:15:39.060 --> 00:15:43.220 Zoom, flipping on the record switch and just jamming yourself. Or like James 212 00:15:43.220 --> 00:15:47.280 and I, we just sat down. It's like our day off this episode. This episode You 213 00:15:47.280 --> 00:15:51.550 literally texted Logan and I yesterday, and I was going to be away from my 214 00:15:51.550 --> 00:15:54.420 office all day yesterday, But you're like, Hey, does anybody want to jump on 215 00:15:54.420 --> 00:15:59.280 a zoom call and and talk about this acquisition for me to be growth and you 216 00:15:59.280 --> 00:16:02.520 and I sitting down having this 15 20 minute conversation. Whatever it turns 217 00:16:02.520 --> 00:16:06.700 into, we'll send it over to our writing team. It'll get turned into, you know, 218 00:16:06.710 --> 00:16:10.320 get turned into a block post. And as people are searching the Amazon 219 00:16:10.320 --> 00:16:14.400 acquisition, there's a very high likelihood that one of our our article 220 00:16:14.400 --> 00:16:17.680 that was based on this episode is gonna land on the first page of Google for 221 00:16:17.680 --> 00:16:21.840 everybody searching whenever people come out of their New Year's coma on 222 00:16:21.840 --> 00:16:27.890 Get back to work. And so and it took 15 minutes of Dannon eyes time. I think 223 00:16:27.890 --> 00:16:33.240 people overcomplicate this platform so much we've obviously built an entire 224 00:16:33.240 --> 00:16:38.340 business around, taking away the headache from marketers that don't 225 00:16:38.340 --> 00:16:41.380 wanna have to deal with the nuts and bolts of it. So we do that for them. 226 00:16:41.390 --> 00:16:47.170 But you do not need fancy technology you do not need, you know, expensive 227 00:16:47.170 --> 00:16:51.890 equipment. You can get started literally with the voice memo app on 228 00:16:51.890 --> 00:16:57.110 your phone and anger, which is free hosting platform like you do. You just 229 00:16:57.110 --> 00:17:02.720 don't need to get fancy. You just need to start, and when you realize that 230 00:17:02.730 --> 00:17:11.170 with a podcast, it is a you can take the long, arduous, mind filled path to 231 00:17:11.170 --> 00:17:16.240 revenue as a B two b company. And and you can do all you know, all of the 232 00:17:16.240 --> 00:17:20.880 work that it takes tow. Understand your customers well, to figure out what 233 00:17:20.880 --> 00:17:25.550 their challenges are. You can do all of that work in a very complicated way. 234 00:17:25.640 --> 00:17:30.080 That's how big the marketing has been done in the past. Creating, trying to 235 00:17:30.080 --> 00:17:35.090 create content for your buyers is what we think. The old game waas of b two b 236 00:17:35.090 --> 00:17:40.640 marketing. The new game is creating content with your buyers, and so when 237 00:17:40.640 --> 00:17:46.240 you can think visually about this long, arduous mind filled, you know, path up 238 00:17:46.240 --> 00:17:51.230 a mountain Thio revenue at the top of the mountain is your ideal buyers that 239 00:17:51.230 --> 00:17:54.370 you hope are there, right? Like you hope you're creating all of this 240 00:17:54.370 --> 00:17:58.570 content that your ideal buyers are going to actually want to engage with. 241 00:17:58.940 --> 00:18:04.050 But what if you just wrote a ski lift up the mountain and took a shortcut, 242 00:18:04.640 --> 00:18:09.100 and in that ski lift, you brought your buyers with you, and that's exactly 243 00:18:09.100 --> 00:18:13.000 what we're advocates for. Here it's sweet fish. This approach to be to be 244 00:18:13.000 --> 00:18:17.040 podcasting, we call it content based networking, but it z working with your 245 00:18:17.040 --> 00:18:21.830 buyers, creating content with your buyers. That way, you're guaranteed to 246 00:18:21.830 --> 00:18:25.500 meet them at the top of the mountain because you brought them with you. You 247 00:18:25.500 --> 00:18:29.180 can engage your buyers throughout the content creation process instead of 248 00:18:29.180 --> 00:18:33.490 silo ing it away in your organization. This is obviously a solo episode 249 00:18:33.490 --> 00:18:37.090 between Dan and myself. But if you've been listening to the show for any time 250 00:18:37.090 --> 00:18:40.640 at all, you know that most of our episodes were interviewing are ideal. 251 00:18:40.640 --> 00:18:44.270 Buyers were building relationships with people that can actually pay us money 252 00:18:44.280 --> 00:18:48.260 for our service. B two b podcasting service like you're cheating. It's not 253 00:18:48.260 --> 00:18:53.330 even fair. It's really not, you know, being on the podcast. But the shortcut 254 00:18:53.340 --> 00:18:58.870 is available toe all of you listening. You can take the long, arduous path to 255 00:18:58.870 --> 00:19:04.250 revenue, or you could take the shortcut and and shortcut. I know. Ah, lot of a 256 00:19:04.250 --> 00:19:08.490 lot of people say that shortcuts or a bad thing shortcuts save you a lot of 257 00:19:08.490 --> 00:19:13.440 time. Ah, lot of headache conceive you an enormous amount of investment in a 258 00:19:13.440 --> 00:19:19.270 variety of areas. And, uh, and B two b podcasting is that short got right now? 259 00:19:19.740 --> 00:19:24.190 Absolutely. So If you're on the fence about it, please just give it a shot. 260 00:19:24.190 --> 00:19:27.950 Just started free. Even if you have to just test it like call it, Call it 261 00:19:28.340 --> 00:19:33.630 Siri's or ah, Season one. Just commit to doing 10 episodes and do it for free 262 00:19:33.630 --> 00:19:37.540 on anchor and see what happens. Just reach out to some potential customers 263 00:19:37.540 --> 00:19:40.310 on Link that, you know, on Lincoln that could be potential customers and just 264 00:19:40.310 --> 00:19:44.180 interview him about the topic that they're into and call it your podcast, 265 00:19:44.180 --> 00:19:47.110 even if it's your own personal. Wanted to start. Just see what happens when 266 00:19:47.110 --> 00:19:49.580 you start to build relationships with these customers. And if you want to 267 00:19:49.580 --> 00:19:53.350 take it one level farther, go find James's book on content based 268 00:19:53.350 --> 00:19:57.220 networking. Listen to it or go watch his Ted X talk. Just Google Search, 269 00:19:57.230 --> 00:20:00.550 James Carberry, Ted X, and it'll come up and you'll get the gist. 270 00:20:01.840 --> 00:20:06.920 Um, and that's about it. Awesome man. Well, I'm pumped for 2021 if you're 271 00:20:06.920 --> 00:20:09.560 listening to this and you haven't already left a rating of the show going 272 00:20:09.560 --> 00:20:14.700 ahead and leave a rating, those help us out a ton, but yeah, dive in to be to 273 00:20:14.700 --> 00:20:21.130 be podcasting this year. This is not a shameless self promotional episode. I 274 00:20:21.140 --> 00:20:24.740 honest to God, do not care if you work with us or not. We've got plenty of 275 00:20:24.740 --> 00:20:29.790 business, our our sales guy who had 72 sales calls this past month, which is 276 00:20:29.790 --> 00:20:35.050 insane for a service business of our size. So use us. Don't use us. I 277 00:20:35.060 --> 00:20:40.090 genuinely do not care. I just want you to capitalize on the benefits that B 278 00:20:40.090 --> 00:20:44.530 two B podcasting could bring to your organization. Whether you use us or you 279 00:20:44.530 --> 00:20:49.130 use somebody else or you do it in house, just do it because you're gonna look 280 00:20:49.130 --> 00:20:53.860 back five years from now. And I can almost guarantee you that you're gonna 281 00:20:53.860 --> 00:20:57.980 look back at the investment you made in B two b podcasting, which, if you do it 282 00:20:57.980 --> 00:21:01.860 on your own, is gonna be very minimal. And you're gonna say that was the thing 283 00:21:02.040 --> 00:21:06.850 that exploded our growth and changed our entire trajectory for our business. 284 00:21:06.860 --> 00:21:11.660 I can almost guarantee you that that is going to be the story that you tell 285 00:21:11.660 --> 00:21:15.860 five years from now. If you jump in now. So please, please, please do it whether 286 00:21:15.860 --> 00:21:21.100 you use our service or not. So I have a fantastic If you're listening to this, 287 00:21:21.100 --> 00:21:23.610 I don't know when we're gonna release us, but if you're listening to the it's 288 00:21:23.610 --> 00:21:27.670 on the weekend, have a fantastic weekend and, uh, we'll talk to you soon.