Take A Fresh Look At What's Possible

WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah. 2 00:00:04.940 --> 00:00:09.640 Hi everyone welcome back to be, to be growth. My name is Olivia Hurley and 3 00:00:09.640 --> 00:00:16.320 today I am joined by kevin Tate, who is the CMO at clear bit. Hi kevin, how you 4 00:00:16.320 --> 00:00:20.250 doing? Good, How are you? Thanks for having me. I'm doing well. I'm so 5 00:00:20.250 --> 00:00:25.920 excited to chat with you today. You are going to give me a crash course on 6 00:00:25.920 --> 00:00:29.870 supercharging. You're Martek stack, there's a lot there that we need to 7 00:00:29.870 --> 00:00:35.770 unpack. I've got a lot of questions and I'm super excited to break all that 8 00:00:35.770 --> 00:00:40.690 down. But before we dive into it, there are a few things that I would expect 9 00:00:40.700 --> 00:00:44.940 influence the Martek stack and the utility of the said stack that I would 10 00:00:44.940 --> 00:00:48.690 love to get your thoughts on, does that sound good? Yeah, that sounds great. 11 00:00:48.690 --> 00:00:53.990 Let's do it. Okay. So as you've said in the last time we talked, the BdB 12 00:00:53.990 --> 00:00:58.350 landscape is changing. So the way that you described it to me is, you know, in 13 00:00:58.350 --> 00:01:03.990 the BBC world, um, people have certain expectations when it comes to buying 14 00:01:04.000 --> 00:01:09.570 highly personalized, a lot of agency ability to do a lot of the research on 15 00:01:09.570 --> 00:01:15.140 your own. And they're bringing that those that set of expectations into the 16 00:01:15.140 --> 00:01:21.300 B two B space. And I'm curious how does that and how is that changing the 17 00:01:21.300 --> 00:01:28.200 buying process all together? Yeah, sure. It's a, it's a big and very, very 18 00:01:28.200 --> 00:01:34.270 timely topic and and I think the consumer comparison is an apt one 19 00:01:34.270 --> 00:01:37.980 because we all know what it feels like to be a consumer today, right? If I'm 20 00:01:37.980 --> 00:01:42.220 going to look for a new pair of headphones, which I have, I have a 21 00:01:42.220 --> 00:01:45.350 headphones thing. So I'm always like looking at new headphones, but I would 22 00:01:45.350 --> 00:01:48.560 expect to be able to go and research that product and find that product 23 00:01:48.560 --> 00:01:52.750 available from lots of places potentially and make that transaction 24 00:01:52.760 --> 00:01:57.260 without having to like fill out a form and and ask someone to talk to me more 25 00:01:57.260 --> 00:02:00.870 about the headphones if they have time. Right? I mean it sounds silly, but 26 00:02:00.870 --> 00:02:05.010 there are things that we take for granted in the immediacy and the way 27 00:02:05.010 --> 00:02:09.970 that the buying process comes to us as a consumer that have been really 28 00:02:09.970 --> 00:02:13.910 different in the B two B world. And that's not to say that that be to be 29 00:02:13.910 --> 00:02:18.910 buying is as simple as it can be on the consumer side. But a lot of what is 30 00:02:18.910 --> 00:02:23.460 taking place in this current shift toward more digital B to be buying 31 00:02:23.540 --> 00:02:28.020 looks a lot like consumer behavior. Right? So as a as a company that is 32 00:02:28.020 --> 00:02:32.700 trying to make products available or explain the value of a solution and how 33 00:02:32.700 --> 00:02:38.520 it works, a lot more of that is now taking place on the website or in a 34 00:02:38.520 --> 00:02:44.550 chat window or in real time and less uh sort of offline and let me make an 35 00:02:44.550 --> 00:02:47.850 appointment with your salesperson until I'm really, really serious about it. 36 00:02:48.040 --> 00:02:53.380 Right? So it changes the shape of that, of that buying. That's something that 37 00:02:53.380 --> 00:02:57.870 was already happening of course, as a shift. But the last year and a half of 38 00:02:57.870 --> 00:03:02.140 everyone being remote and and much less opportunity to work together in person 39 00:03:02.140 --> 00:03:07.560 has has really accelerated it. That's so interesting when we think of of 40 00:03:07.570 --> 00:03:12.320 those steps in the sales process and in the research phase and B two B if if we 41 00:03:12.320 --> 00:03:16.030 were expected to do things like that with the headphones example, there's a 42 00:03:16.030 --> 00:03:20.690 couple of things that I thought of, one like I don't want to sales pitch to, I 43 00:03:20.690 --> 00:03:25.640 just don't want to give my time like that. And three, it's just extra steps 44 00:03:25.640 --> 00:03:30.240 and obviously those things were put in place in the B two B space for a reason 45 00:03:30.240 --> 00:03:33.430 and they they're they're evolving and that's a good thing. But it's just kind 46 00:03:33.430 --> 00:03:37.730 of funny to think like of course we don't turn off our Btc expectations 47 00:03:37.730 --> 00:03:41.740 when we're in the it's not like we have a work for zona and then a a personal 48 00:03:41.740 --> 00:03:49.720 persona to that extent. So has that knowledge impacted how you create 49 00:03:49.720 --> 00:03:55.830 content and how you market to your buyers or for your buyers. Yeah, Yeah. 50 00:03:55.840 --> 00:04:00.340 To a huge extent. So for clear but there's sort of two pieces right? 51 00:04:00.340 --> 00:04:04.160 There's, you know, and for context, what clear bit provides is a is an 52 00:04:04.160 --> 00:04:09.990 intelligence platform that gives data to the company's marketing stack and 53 00:04:09.990 --> 00:04:12.660 lets it go to work and all these different customer touchpoints. So when 54 00:04:12.660 --> 00:04:16.140 I talk about what we're doing, I can talk about what our customers are doing 55 00:04:16.140 --> 00:04:19.720 with clear bit and I can also talk about what we're doing ourselves using 56 00:04:19.720 --> 00:04:26.210 clear bit. So in both cases, a lot of it comes down to how do you use 57 00:04:26.220 --> 00:04:30.910 intelligence? Who is this customer? What are they looking for? What signals 58 00:04:30.910 --> 00:04:37.260 are they giving me? How do you use all that to increase the speed and remove 59 00:04:37.260 --> 00:04:42.780 the friction from that interaction? Right. And and speed ends up being 60 00:04:42.780 --> 00:04:46.590 super important. Right? So, when somebody is coming to figure out, all 61 00:04:46.590 --> 00:04:50.220 right, I've got a problem to solve. Who are the companies who can solve that 62 00:04:50.220 --> 00:04:52.940 problem for me? And what's their approach and which one is right for me? 63 00:04:52.950 --> 00:04:56.250 I mean, think about the mindset you're in when you're doing it just going site 64 00:04:56.250 --> 00:05:00.380 through site. Right? Trying to give you 90 seconds tops what's going on here? 65 00:05:00.380 --> 00:05:03.910 And is this the right one and then on to the next one. And so for a company 66 00:05:03.910 --> 00:05:10.830 that's trying to understand when a good fit customer is engaged in that kind of 67 00:05:10.830 --> 00:05:15.940 research and looking and and find that opportunity to to talk with them or to 68 00:05:15.940 --> 00:05:21.480 give them what they want, figuring out how to do that in seconds or even sub 69 00:05:21.480 --> 00:05:26.020 seconds is a part of the game now. Right. So take the filling out of a 70 00:05:26.020 --> 00:05:30.720 form. If someone gets to the point where they go to your point, is that 71 00:05:30.730 --> 00:05:34.360 willing to give their time to say, Okay, I'm actually going to put time on my 72 00:05:34.360 --> 00:05:38.470 schedule to talk with someone you want to make sure that that set a meeting 73 00:05:38.470 --> 00:05:42.090 form as as efficient and smart as possible, right? You don't want to hit 74 00:05:42.090 --> 00:05:46.880 him with, oh 1st 17 questions. Who are you again? And what's this about again? 75 00:05:46.880 --> 00:05:50.200 And what do you, you know? And especially if you're like, oh God, I 76 00:05:50.200 --> 00:05:54.170 read your e book and I watched your webinar and you don't even know who I 77 00:05:54.170 --> 00:05:58.050 am. Like, we're starting from scratch. Like that's a really tough feeling as a 78 00:05:58.140 --> 00:06:02.580 as a prospect. So you want to use everything that you can to try to make 79 00:06:02.580 --> 00:06:07.300 it easy for them to to quickly engage. And then once, once you are engaged 80 00:06:07.300 --> 00:06:12.730 with a customer, just try to remove any obstacles, right? Help them friction in 81 00:06:12.730 --> 00:06:17.760 the funnel becomes a real, a real challenge if it's hard for them to get 82 00:06:17.760 --> 00:06:20.910 the information they're looking for. If it's hard for them to navigate your 83 00:06:20.910 --> 00:06:24.000 product, it's hard for them to get a sense of what your product does. So a 84 00:06:24.000 --> 00:06:30.990 lot of it is just making it easy for the buyer. So I'm curious with knowing 85 00:06:30.990 --> 00:06:36.250 that there's a lot of people in this research phase, especially in the way 86 00:06:36.250 --> 00:06:42.960 that we we assess potential purchases in the B2B space. You've got probably a 87 00:06:42.960 --> 00:06:47.550 lot of traffic from people who are just researching and don't have an intent to 88 00:06:47.550 --> 00:06:51.810 buy at this point. You are doing something really cool that I would love 89 00:06:51.810 --> 00:06:57.120 for you to unpack the mels. Yeah, the marketing engaged leads. Yeah, this is 90 00:06:57.120 --> 00:07:02.890 a this is our our acronym for for people who are in that stage, right? 91 00:07:02.890 --> 00:07:06.880 They've expressed interest. Maybe they read one of our e books. Maybe they are 92 00:07:06.880 --> 00:07:11.130 using one of our free tools like the weekly visitor report. Maybe they've 93 00:07:11.130 --> 00:07:14.760 attended one of our webinars. That doesn't necessarily mean that they're 94 00:07:14.760 --> 00:07:20.540 ready to spend time with us or or go deep on the product. It also doesn't 95 00:07:20.540 --> 00:07:24.450 necessarily mean that we are a company that clear, but would be right for 96 00:07:24.460 --> 00:07:27.900 right? Where, you know, they may not be at that stage or may they may not may 97 00:07:27.900 --> 00:07:33.020 not be ready to take that step. So we want to understand as much as we can 98 00:07:33.030 --> 00:07:38.100 about what they're doing and what signals are giving us so that we can 99 00:07:38.110 --> 00:07:42.830 help them find that path. But also keep them on the radar, right? You might 100 00:07:42.830 --> 00:07:47.760 have, I don't know, a few 1000 companies in your active pipeline, but 101 00:07:47.760 --> 00:07:52.520 you might have tens or hundreds of thousands there in this sort of engaged 102 00:07:52.530 --> 00:07:57.560 uh stage. Right. And you're sort of, you know, still becoming friends. So 103 00:07:57.560 --> 00:08:01.900 how do you, how do you treat them as friends and invite them to learn more 104 00:08:01.900 --> 00:08:06.010 when it's time, but also when they do raise their hand and say, you know, I'd 105 00:08:06.010 --> 00:08:10.270 love to get a demo that you're right there. Right? So you're you're both, 106 00:08:10.280 --> 00:08:14.780 you're both kind of hanging back and letting them find their own path but 107 00:08:14.790 --> 00:08:18.780 instantly ready if they say, you know I do, I would like to make time for this, 108 00:08:18.780 --> 00:08:22.600 this is a priority. And that's what that's tricky to do when you're talking 109 00:08:22.600 --> 00:08:27.750 about hundreds of thousands of people, even millions. Has that clarified 110 00:08:27.750 --> 00:08:31.730 having that category just for those marketing engaged leads? Has that 111 00:08:31.730 --> 00:08:39.500 clarified the rest of the plethora of acronyms we have in the marketing re uh 112 00:08:39.510 --> 00:08:44.540 everybody I think has some some version and probably some acronym of how do you 113 00:08:44.540 --> 00:08:49.340 look at at the top of the funnel or the high part of the funnel? And I think it 114 00:08:49.340 --> 00:08:54.210 just depends on, it depends on how your architect in your motion. One of the 115 00:08:54.300 --> 00:08:59.890 really fun things about working at clear bit is you know, we end up being 116 00:08:59.900 --> 00:09:05.060 a part of our customers marketing stack and that's a part of how they are 117 00:09:05.240 --> 00:09:10.960 thinking about architect ng that funnel. Right. And so understanding from, from 118 00:09:10.960 --> 00:09:15.070 our customers, what's your version of a marketing engaged lead? And how do you 119 00:09:15.070 --> 00:09:19.940 put your BDR outbound motion next to it? And are you more like a a P. L. G. 120 00:09:19.940 --> 00:09:24.240 Company that's using product led growth to try to, to expand the footprint or 121 00:09:24.240 --> 00:09:27.650 do you have something more like a an account based motion like an A. B. M 122 00:09:27.650 --> 00:09:31.140 motion where you're trying to reach out and do more of an enterprise approach. 123 00:09:31.140 --> 00:09:35.580 Like we really want to understand all that and the and the approach they take 124 00:09:35.580 --> 00:09:40.340 in the way they use data to improve acquisition and conversion and so on 125 00:09:40.350 --> 00:09:44.120 will come down to things like how do you think about the top of the funnel 126 00:09:44.130 --> 00:09:47.320 and you probably don't call them mills? So what do you call them? And and how 127 00:09:47.320 --> 00:09:51.150 are you trying to speed them along on their journey? Oh, that's fascinating 128 00:09:51.150 --> 00:09:56.770 to me and I knew this because you told me, but it's so obvious that how you 129 00:09:56.770 --> 00:10:01.640 think about the buying process influences the Martek stack and 130 00:10:01.640 --> 00:10:07.870 influences how you grease the funnel and how you are going to interact with 131 00:10:07.870 --> 00:10:13.180 the data that you have. Um so if what we've just kind of laid out above is 132 00:10:13.180 --> 00:10:17.190 the guiding principle, I'm curious how how does the way that you look at the 133 00:10:17.190 --> 00:10:22.290 marketing funnel influence your Martek stack? Well, a lot of it I think comes 134 00:10:22.290 --> 00:10:27.490 down to focus. So one of the, we're fortunate to work with a lot of 135 00:10:27.490 --> 00:10:32.270 companies that are growing very, very quickly and and they tend to either go 136 00:10:32.270 --> 00:10:36.290 into like a product led growth kind of motion or something more like an 137 00:10:36.290 --> 00:10:42.200 account based motion. But either way they've got hundreds of thousands of 138 00:10:42.210 --> 00:10:47.080 people engaged, you know every week or every day with their product and the 139 00:10:47.080 --> 00:10:51.190 challenge for a lot of these companies just to figure out, how do I understand 140 00:10:51.190 --> 00:10:55.640 what's going on in that engagement and who to focus on right? Because they are 141 00:10:55.650 --> 00:10:59.410 on they might have 100,000 people coming to their to their website asking 142 00:10:59.410 --> 00:11:02.310 about the product. They don't have 100,000 sales reps. So they can't, they 143 00:11:02.310 --> 00:11:06.390 can't go 1 to 1. So how do you figure out who's, who's ready for what, what 144 00:11:06.390 --> 00:11:13.000 type of interaction And it's typically a combination of all the data and 145 00:11:13.000 --> 00:11:19.290 context and intelligence that you can have about what type of company that is, 146 00:11:19.300 --> 00:11:23.930 what they appear to want, what signals they've given you and then also what 147 00:11:23.930 --> 00:11:27.840 you know, tends to work. Right? So you can say, all right, well this is a 148 00:11:27.840 --> 00:11:32.060 pattern recognition around people who are at this stage from this type of 149 00:11:32.060 --> 00:11:36.520 company. This type of case study might be really useful for them to see how 150 00:11:36.520 --> 00:11:41.930 someone like them took the sort of next best step and figuring out what that 151 00:11:41.930 --> 00:11:46.700 next best step is and how to serve it up for people in all kinds of different 152 00:11:46.710 --> 00:11:52.610 segments and stages and buyer personas. That becomes a kind of problem that, 153 00:11:52.620 --> 00:11:56.700 you know, data plus intelligence is really good at solving at scale. So a 154 00:11:56.700 --> 00:12:02.470 lot of figure out how to architect that stack comes down to how do you put 155 00:12:02.480 --> 00:12:08.400 intelligence and action together so that you can do that, Put that next 156 00:12:08.410 --> 00:12:14.810 best step for each buyer into into effect across hundreds or thousands or 157 00:12:14.810 --> 00:12:20.460 millions of them. This is fascinating. So here comes the crash course, I want 158 00:12:20.460 --> 00:12:25.380 to know, how do you do that? How do you supercharge your Martek stack? And I'm 159 00:12:25.380 --> 00:12:30.340 sure you, you've gotten dad did a little bit so far. Yeah, yeah. So you 160 00:12:30.340 --> 00:12:34.450 know, there's a lot of pieces to this and so we want things that is a little 161 00:12:34.450 --> 00:12:38.280 different about clear bit versus I guess other other types of solutions 162 00:12:38.280 --> 00:12:43.580 maybe is, um, we're often an end to somebody's Martek stack. Right? So 163 00:12:43.580 --> 00:12:47.560 we're not coming in and saying, um, hey, you've got these seven things, you need 164 00:12:47.560 --> 00:12:50.200 to blow them all away and use our one thing we're saying you've got these 165 00:12:50.200 --> 00:12:54.750 seven things and they could all be better if they had more better data. So 166 00:12:54.750 --> 00:12:59.800 here's here recipes, we talked of them as recipes. Here's some recipes you 167 00:12:59.800 --> 00:13:07.930 might use to make your forms convert higher or make your ad campaigns better 168 00:13:07.940 --> 00:13:12.120 and more efficient at bringing people into your funnel. And so those recipes 169 00:13:12.120 --> 00:13:16.290 are really dependent on what people have in their stack and what goals are 170 00:13:16.290 --> 00:13:22.150 trying to achieve. But broadly we try to break it into three different areas 171 00:13:22.150 --> 00:13:27.080 of supercharging if you will, there's things related to acquisition. So how 172 00:13:27.080 --> 00:13:31.290 do we bring more great people into the funnel, There's things related to 173 00:13:31.290 --> 00:13:36.080 conversion, you know, once somebody is engaged, how do we help more people 174 00:13:36.080 --> 00:13:40.170 sort of raise their hand and engage one on one with your sales process and then 175 00:13:40.170 --> 00:13:45.830 there's a whole host of things related to operations and and broadly the 176 00:13:45.840 --> 00:13:51.310 complexity of these stacks makes it that more and a rich, real time 177 00:13:51.310 --> 00:13:55.540 consistent data you can have across all your marketing systems or revenue 178 00:13:55.540 --> 00:14:00.500 systems has a huge impact. So those are kind of the three areas that we dive 179 00:14:00.500 --> 00:14:03.960 into and ask customers. Okay, where do you want to, where do you want to apply 180 00:14:04.340 --> 00:14:11.910 data? Okay. So acquisition top of the funnel conversion, bottom of the funnel 181 00:14:11.910 --> 00:14:15.640 and then operations, can you, can you break that down even further with maybe 182 00:14:15.640 --> 00:14:22.320 an example of how those three players? Yeah, sure. Like what does that, what 183 00:14:22.320 --> 00:14:28.420 does that really mean? Acquisition is often the role of the role of 184 00:14:28.420 --> 00:14:34.240 intelligence in an improving acquisition is often about targeting 185 00:14:34.240 --> 00:14:39.550 and tailoring. So on the targeting side, whether you're trying to bring new 186 00:14:39.550 --> 00:14:44.860 people into your funnel through advertising or through email campaigns 187 00:14:44.870 --> 00:14:52.510 or through outreach on social channels, the more you can refine who you're 188 00:14:52.510 --> 00:14:59.590 trying to get the attention of based on rich ideal customer profiles, you know, 189 00:14:59.590 --> 00:15:02.970 like this is exactly the type of person at the type of company and the type of 190 00:15:02.970 --> 00:15:08.460 industry that I'm trying to start a conversation with that almost always 191 00:15:08.470 --> 00:15:13.990 improves your, your campaign success or lowers your cost per lead. So it's the, 192 00:15:14.000 --> 00:15:20.160 it's the targeting side to really get precise and again, a lot of the things 193 00:15:20.160 --> 00:15:25.400 that were kind of paved through the B two C. Advertising and the way it can 194 00:15:25.400 --> 00:15:29.110 target are now available from a B two B side. So really understanding rich 195 00:15:29.110 --> 00:15:33.020 company profiles and then on the tailoring side it really comes down to 196 00:15:33.020 --> 00:15:37.980 personalization and so how do you, how do you show something based on what you 197 00:15:37.980 --> 00:15:42.600 know, how do you show something to a prospect that they're more likely to 198 00:15:42.600 --> 00:15:47.430 connect with? And so really, really basic example would be um, a lot of our 199 00:15:47.430 --> 00:15:53.390 customers sell to both big companies and small companies, right? And, and 200 00:15:53.390 --> 00:15:59.060 they would like to show the logos or the case studies to a given company 201 00:15:59.440 --> 00:16:02.480 based on whether they're a big company or small company. Right? If you're a 50 202 00:16:02.480 --> 00:16:06.600 person company and coming to check out a solution and all the logos are of, 203 00:16:06.600 --> 00:16:11.380 you know, Fortune 100 companies you go out maybe, but like, I don't know, 204 00:16:11.380 --> 00:16:15.130 that's not, that's not really me, whereas if you see, oh look, there's 10 205 00:16:15.130 --> 00:16:19.260 logos in a case study of other companies who are about my size and are 206 00:16:19.260 --> 00:16:23.950 in my industry and that I've heard of and even know people at, wow, okay, wow, 207 00:16:23.950 --> 00:16:27.730 this feels like my place. Right? So even something simple like that, what 208 00:16:27.730 --> 00:16:32.840 industry and what size company can be super powerful and figuring out what do 209 00:16:32.840 --> 00:16:36.600 I present on my website and how do I make it look like it's the, you know, 210 00:16:36.600 --> 00:16:40.440 it's the most relevant to you and what you're trying to do. So targeting and 211 00:16:40.440 --> 00:16:44.310 tailoring are are a big part of acquisition. Does that make sense? Yes. 212 00:16:44.310 --> 00:16:47.750 And I want to get into conversion but before we do that I have a question 213 00:16:47.750 --> 00:16:54.180 that I'm sure most people know the answers to. But your persona ends up on 214 00:16:54.190 --> 00:17:01.010 the website and this person is from a smaller company. How is it possible 215 00:17:01.010 --> 00:17:06.750 that that you're able to switch out the information on the website that they're 216 00:17:06.750 --> 00:17:13.670 being shown based on based on who they are? So in broad strokes there's sort 217 00:17:13.670 --> 00:17:17.829 of two parts, there's the data and then there's the application of the data to 218 00:17:17.829 --> 00:17:23.490 the experience. So on the data side part of what clear bit brings the table 219 00:17:23.500 --> 00:17:28.920 is we are we are aggregating publicly available information about basically 220 00:17:28.920 --> 00:17:34.490 every company with a website. So 44-plus million companies. And so and 221 00:17:34.490 --> 00:17:38.340 we can also tell a lot about who somebody is based on their IP address 222 00:17:38.340 --> 00:17:42.790 and how that links to those companies. Right? So not every time. But odds are 223 00:17:42.790 --> 00:17:46.920 very good that when you land on the website we can tell what company you're 224 00:17:46.920 --> 00:17:52.430 at and where you're coming from. And so in in clear bits world we have over 100 225 00:17:52.430 --> 00:17:57.340 attributes about every single one of those companies. Right? So you go from 226 00:17:57.340 --> 00:18:03.320 being an anonymous visitor to. Oh. Oh got it. So you're a dental practice in 227 00:18:03.320 --> 00:18:05.470 Wisconsin and 228 00:18:06.540 --> 00:18:11.990 today. Okay, got it. So now so now trying to build the second part, how do 229 00:18:11.990 --> 00:18:15.610 you apply that data to a personalized experience? A lot of it comes down to 230 00:18:15.610 --> 00:18:20.150 segmentation, right? It wouldn't be practical to say, oh, I've got a rule 231 00:18:20.150 --> 00:18:23.450 just for dentists from Wisconsin because I would have an awful lot of 232 00:18:23.450 --> 00:18:27.940 rules at that point. But I can have high level rules like small company 233 00:18:27.940 --> 00:18:31.880 versus big company technology company versus not technology company. Right? 234 00:18:31.880 --> 00:18:35.480 And so if I'm in the business of selling practice management software, I 235 00:18:35.480 --> 00:18:39.660 might have it split into, you know, dentists versus medical practitioners. 236 00:18:39.660 --> 00:18:43.430 Right. So those are, those are the types of rules that people can easily 237 00:18:43.430 --> 00:18:48.910 create. And then on the front end can use a tool like google optimize or a 238 00:18:48.910 --> 00:18:55.300 tool like mutiny or even optimized lee to govern that personalization. And so 239 00:18:55.300 --> 00:18:58.470 what those systems do is say, all right, we're gonna show the big logos or the 240 00:18:58.470 --> 00:19:02.450 small logos and someone comes into the website and that system goes and ask 241 00:19:02.450 --> 00:19:06.460 clear bit, hey, which one, which one have I got here. Oh sure the small 242 00:19:06.460 --> 00:19:12.000 logo's so that's and that happens sub second before before we even know the 243 00:19:12.000 --> 00:19:16.330 pages loaded. So that's that's brilliant. I think that's absolutely 244 00:19:16.330 --> 00:19:19.350 fascinating. Can you believe that people have come up with all of these 245 00:19:19.840 --> 00:19:24.780 fascinating ideas. It's funny. It's a lot of this stuff has been around for a 246 00:19:24.780 --> 00:19:31.070 long time in different forms. But what I think has really changed is the 247 00:19:31.070 --> 00:19:37.710 availability of the data to power that kind of stuff in real time. Um and I'll 248 00:19:37.710 --> 00:19:43.830 get, it's funny, it's an analogy that I thinking about is not too long ago. If 249 00:19:43.830 --> 00:19:46.820 you think about music, right? And I love music, I've always been a big 250 00:19:46.820 --> 00:19:52.870 music fan, but collecting and having music was this very arduous craft 251 00:19:52.870 --> 00:19:56.410 process. You don't have to go buy CDS and LPS and you'd end up with stuff on 252 00:19:56.410 --> 00:20:01.480 all kinds of different formats and okay, this is my music collection and that 253 00:20:01.480 --> 00:20:05.560 sounds silly now. Right? I mean with Spotify and with what happened was like 254 00:20:05.840 --> 00:20:10.960 I guess, but all the music is available everywhere and I just use it. Right? 255 00:20:10.960 --> 00:20:15.430 And so we're going through the similar transition around this type of 256 00:20:15.440 --> 00:20:19.140 intelligence, like a lot of intelligence for a long time has been 257 00:20:19.140 --> 00:20:22.900 locked away and this one is in the data warehouse and this was back in the Crm 258 00:20:22.900 --> 00:20:26.230 somewhere and I think this one's probably in our in our email management 259 00:20:26.230 --> 00:20:31.300 system. Okay, But soon it's going to be like Spotify. No, it's all right there. 260 00:20:31.310 --> 00:20:36.620 You can have whatever information is useful on tap real time to to 261 00:20:36.620 --> 00:20:41.400 personalize that website or to inform that chat window. And and that change 262 00:20:41.400 --> 00:20:44.850 is not just what you can do, it changes how you think about the role of data. 263 00:20:45.340 --> 00:20:49.660 That makes sense. Changes the entire industry. That's that's that's awesome. 264 00:20:49.670 --> 00:20:52.210 I love that analogy, that's super helpful, especially it's something I'm 265 00:20:52.210 --> 00:20:57.280 just super familiar with. Um okay so the way that you unpacked acquisition 266 00:20:57.280 --> 00:21:02.270 with. Talking about targeting and tailoring and breaking down what that 267 00:21:02.270 --> 00:21:06.100 really means in terms of supercharging the Martek stack, can you do the same 268 00:21:06.100 --> 00:21:10.890 thing for conversions and that that part of final. Yeah the conversion is 269 00:21:10.890 --> 00:21:16.060 often where the reduced friction part comes in. So really really common thing 270 00:21:16.060 --> 00:21:23.220 that people use that on tap data for is to take out all the unnecessary 271 00:21:23.220 --> 00:21:27.600 questions from a form. Right? So let's go back to our dentist from Wisconsin 272 00:21:27.600 --> 00:21:31.820 example. We may not know who that person is but if they're asking to 273 00:21:31.830 --> 00:21:35.580 learn more about our practice management software then we don't need 274 00:21:35.580 --> 00:21:41.710 to show them all 12 fields on the form that include, what company are you at? 275 00:21:41.720 --> 00:21:45.140 What industry are you in? And are you in the U. S. Or in another country? 276 00:21:45.140 --> 00:21:49.460 Like we know all that. So let's let's take away all the stuff we already know 277 00:21:49.640 --> 00:21:53.740 And let's get that form down to three fields right, what's your email address 278 00:21:53.740 --> 00:21:57.380 and what are you really trying to accomplish maybe? And then the fill 279 00:21:57.380 --> 00:22:03.130 rate goes up dramatically. And so and that's a huge part of this. I mean, you 280 00:22:03.130 --> 00:22:05.630 know, if we look at something you can you can see these examples on our 281 00:22:05.630 --> 00:22:10.640 website but you know, live storm is a customer. They talked about a 50% 282 00:22:10.650 --> 00:22:16.340 increase in sign up form completion, right? 50% is a big number. You know, 283 00:22:16.340 --> 00:22:20.750 we're not, we're not talking about two or 3% on the margin here. So things 284 00:22:20.750 --> 00:22:25.210 that allow just again, remove that friction, use all the information 285 00:22:25.220 --> 00:22:29.920 available to make it as easy as possible for that customer to engage 286 00:22:29.920 --> 00:22:33.640 with you is often what we're doing at the conversion stage. There's another 287 00:22:33.640 --> 00:22:38.320 interesting version of that that plays out with conversational selling tools. 288 00:22:38.330 --> 00:22:43.960 So things like, like chat chat windows and, and real time real time engagement 289 00:22:43.970 --> 00:22:51.890 again, if you can, If you can do things like alert a salesperson that somebody 290 00:22:51.900 --> 00:22:57.240 from one of their top, you know, 10 most important target accounts has been 291 00:22:57.240 --> 00:23:02.130 on the site, go into these pages for 30 seconds then that salesperson can 292 00:23:02.130 --> 00:23:08.020 literally pop that chat window and you know, and instead of just saying, hey 293 00:23:08.020 --> 00:23:11.740 how can I help? And he's like, hey, it looks like you're interested and so and 294 00:23:11.740 --> 00:23:15.790 so and you know, have you seen this? Right? I mean really start a 295 00:23:15.790 --> 00:23:19.620 conversation knowing who they are and what they appear to be looking for and 296 00:23:19.620 --> 00:23:23.710 that's a huge, huge advantage versus sort of hoping they fill out the form. 297 00:23:23.720 --> 00:23:27.330 So that's kind of where conversion comes in. Oh my gosh, that's 298 00:23:27.330 --> 00:23:32.690 fascinating. That's so cool that it's, there's no delay there either with the 299 00:23:32.690 --> 00:23:37.510 sales Process and with interacting with the salesperson that that's something 300 00:23:37.510 --> 00:23:42.050 they can do immediately while the person is still on the page because so 301 00:23:42.050 --> 00:23:46.570 much of communication and the B2B space, but probably just the entire world is 302 00:23:46.570 --> 00:23:51.560 like following up. Yeah. And that's it. It's really funny because in some ways 303 00:23:51.560 --> 00:23:56.070 following up becomes not a bad thing, but maybe not the first choice, right? 304 00:23:56.080 --> 00:24:00.070 Because if you, if you can just do it right away, that's better than having 305 00:24:00.070 --> 00:24:04.380 to follow up. And so a good example would be back to the forms thing. We 306 00:24:04.380 --> 00:24:09.960 have a number of customers who use again that that that intelligence to 307 00:24:10.440 --> 00:24:15.240 once you start filling out the form and someone, you know, you give give, put 308 00:24:15.240 --> 00:24:18.770 your email address in and now and you've shared that. So now we know we 309 00:24:18.770 --> 00:24:23.220 can tell a lot more about who you are and where you're coming from if you are 310 00:24:23.220 --> 00:24:28.450 a great match for the ideal customer. Like, okay, you know, we, we got, we 311 00:24:28.450 --> 00:24:35.040 got a live one then popping up the set of meeting calendar, right then is a 312 00:24:35.040 --> 00:24:38.950 great way to just, hey, let's just, yeah, let's just skip right to what, 313 00:24:38.950 --> 00:24:42.700 what time works for you instead of well, at the farm and we'll get back to you 314 00:24:42.710 --> 00:24:45.340 and then I'll email you. Then we'll go back and forth on dates and then I'll 315 00:24:45.340 --> 00:24:49.950 send you that. I mean let's just right to it. And I mean that's almost common 316 00:24:49.950 --> 00:24:56.680 practice for companies who are really trying to make sure that they are ready 317 00:24:56.680 --> 00:25:01.160 to engage when customers are ready to engage. And I think it also puts it 318 00:25:01.160 --> 00:25:06.250 puts the control in the hands of the, of the buyer, of the customer, right? 319 00:25:06.260 --> 00:25:10.350 So salespeople aren't chasing them an email and interrupting the day this 320 00:25:10.350 --> 00:25:14.550 right now you said you want to meet, let's do it. I mean, which is great. I 321 00:25:14.550 --> 00:25:19.180 love that somebody you said to me last time we chatted was they deserve that 322 00:25:19.190 --> 00:25:24.710 the buyers deserve that kind of, that kind of treatment. And and it goes back 323 00:25:24.710 --> 00:25:28.180 exactly what you're saying earlier of hanging in the wind, the wings being 324 00:25:28.180 --> 00:25:32.130 very laid back. And then as soon as somebody puts up their hands, you are 325 00:25:32.130 --> 00:25:38.290 there to serve and man, I probably saved so much time, so much energy and 326 00:25:38.290 --> 00:25:42.450 so much, so many things fallen through to people than just getting distracted 327 00:25:42.450 --> 00:25:48.110 and and other priorities coming up the world is noisy. Yeah. And it's 328 00:25:48.110 --> 00:25:53.050 interesting as you, as you, you know, play it back. I think part of the shift 329 00:25:53.060 --> 00:25:53.770 is 330 00:25:54.940 --> 00:26:02.060 to the extent that the quote old b to be buying process was, hey, how do we, 331 00:26:02.070 --> 00:26:05.500 how do we drive this customer down the path? You know, how do we control the 332 00:26:05.500 --> 00:26:09.800 buying process and that there's certainly a place for strategy and for 333 00:26:09.800 --> 00:26:14.070 architecture and buying process. But I think sort of recognizing that the 334 00:26:14.070 --> 00:26:18.920 buyer is going to choose their own path, really takes it from the, how do I, how 335 00:26:18.920 --> 00:26:23.510 do I lead them to more, how do I let them choose their path? And then as 336 00:26:23.510 --> 00:26:26.910 soon as they're ready, make sure I'm ready with them. And those are really, 337 00:26:26.920 --> 00:26:30.950 it's almost like, you know, the front end and the back end and realizing 338 00:26:30.950 --> 00:26:35.980 they're going to find their own journey to get there. So I'm curious if there's 339 00:26:35.980 --> 00:26:41.020 one that's obviously each version comes with its unique set of challenges. But 340 00:26:41.030 --> 00:26:46.240 do you think this, this new wave of buying with the buyer being in the 341 00:26:46.240 --> 00:26:50.760 driver's seat? Um, do you think in some ways like that is an easier process on 342 00:26:50.760 --> 00:26:55.890 both the buyer and the seller? I think it's inevitable, you know, and I, and I 343 00:26:55.890 --> 00:26:59.330 think, and that's part of why to your point, I think it's it's sort of where 344 00:26:59.340 --> 00:27:05.310 where that process want, how it wants to happen. I think the part that's not 345 00:27:05.310 --> 00:27:14.070 necessarily easier for a company is that you you have to re think how you 346 00:27:14.080 --> 00:27:19.790 understand those signals and understand those buyers in a way that you, in some 347 00:27:19.790 --> 00:27:23.030 ways that kind of relinquished control of that process, right? And, and 348 00:27:23.030 --> 00:27:26.740 instead of saying, well, there are going to be seven steps to how somebody, 349 00:27:26.750 --> 00:27:31.850 you know, buys our service. There may not be seven steps, There may be two 350 00:27:31.850 --> 00:27:36.390 steps and there may be 14 steps. And that's okay. And but you've got to be 351 00:27:36.390 --> 00:27:41.220 able to see those and recognize those and also see the patterns in those. Um, 352 00:27:41.220 --> 00:27:46.770 and so that you sort of embrace the complexity in a way that you can you 353 00:27:46.770 --> 00:27:51.360 can manage an influence. Um It's overall a little bit less uh 354 00:27:51.440 --> 00:27:56.450 deterministic of a process, right? And it's more one that's a bit more sort of 355 00:27:56.460 --> 00:28:00.850 emergent, but that's a uh I think that's a big shift and there's a lot of 356 00:28:00.850 --> 00:28:06.340 systems and processes that shift as a result. And uh you know, that's that's 357 00:28:06.340 --> 00:28:10.490 a lot of where companies like ours who can offer intelligence and consistency 358 00:28:10.490 --> 00:28:15.350 across those processes can help. And that's actually kind of to the third 359 00:28:15.350 --> 00:28:20.060 piece, that's where the operations benefit often comes in, right? So 360 00:28:20.060 --> 00:28:25.530 you're trying to shift your systems To be this more B2B by or driven digital 361 00:28:25.530 --> 00:28:29.980 process, the information that you're collecting and the information that 362 00:28:29.980 --> 00:28:34.380 you're trying to put to work really needs to be consistent across all the 363 00:28:34.380 --> 00:28:40.390 acronyms, your crm, and your M A P and your C. D. P. And your and so how do 364 00:28:40.390 --> 00:28:45.940 you how do you really do that? You need a data layer of like, like what clear 365 00:28:45.940 --> 00:28:49.330 bit provides and there's a lot of different approaches to that. So I ask 366 00:28:49.330 --> 00:28:53.080 a lot of people this question and I would love to get your thoughts on this, 367 00:28:53.080 --> 00:28:56.760 but with a twist. So I ask a lot of people, you know, if if somebody a 368 00:28:56.760 --> 00:29:01.940 marketing practitioner wants to apply what you're suggesting and go go get 369 00:29:01.940 --> 00:29:06.020 the most out of their data, which is a very reduction is summary of what you 370 00:29:06.020 --> 00:29:10.450 just shared. You know what step one. But the twist I have here because I'm 371 00:29:10.450 --> 00:29:13.560 really curious about what you'd say about this is is what if you're the 372 00:29:13.560 --> 00:29:16.880 marketer and you want to apply these strategies and tactics, but you're not 373 00:29:16.880 --> 00:29:20.400 the decision maker at your company or not the one who's going to be saying 374 00:29:20.400 --> 00:29:27.450 like I need a clear bit or I need these types of marketing tools and technology. 375 00:29:28.140 --> 00:29:34.820 Mm hmm. Good question. Good question. So, to the first piece, I think 376 00:29:34.820 --> 00:29:40.890 starting with a very specific part of the funnel or customer touchpoints in 377 00:29:40.890 --> 00:29:46.130 mind is really helpful, right? So to the examples earlier, you might choose 378 00:29:46.140 --> 00:29:52.780 form completion rates or you might choose social advertising, campaign 379 00:29:52.790 --> 00:29:56.960 engagement rates. Like let's pick something that we know how to measure 380 00:29:57.340 --> 00:30:02.430 and we know has a meaningful impact on this by your journey. And let's learn 381 00:30:02.430 --> 00:30:09.980 how using data, using intelligence or applying personalization can change 382 00:30:09.980 --> 00:30:15.240 that, that figure. That sounds obvious. But without that framing you're kind of 383 00:30:15.240 --> 00:30:21.770 just trying stuff and it's very hard to know what's working or why it's working 384 00:30:21.780 --> 00:30:25.180 because again, it's a less sort of deterministic system, right? You know, 385 00:30:25.180 --> 00:30:30.010 you're trying to trying to create this outcome of more customers and bigger 386 00:30:30.010 --> 00:30:35.120 funnel. So you've got to be able to to look at it on a sort of stage by stage 387 00:30:35.120 --> 00:30:40.770 basis. So, so all that is to say pick a spot and then form a hypothesis and 388 00:30:40.770 --> 00:30:46.420 then apply data to, to see if you can, you can affect the outcome now in terms 389 00:30:46.420 --> 00:30:50.250 of doing that at the highest level versus doing that, you know, somewhere 390 00:30:50.250 --> 00:30:55.110 more in the mid level of the organization. I actually think these 391 00:30:55.110 --> 00:31:01.260 types of changes often come from not the top level, like, okay, we need got 392 00:31:01.260 --> 00:31:03.750 five systems today and we're going to rip them out and replace them with 393 00:31:03.750 --> 00:31:07.620 these four systems that I think that that can happen, but more often what 394 00:31:07.620 --> 00:31:12.500 people are doing with with solutions like ours is saying, how can I apply 395 00:31:12.500 --> 00:31:17.740 this to a very specific part and then bring that to the rest of the stack as 396 00:31:17.740 --> 00:31:23.100 it as it shown to work. And that is a more evolutionary and more, you know, 397 00:31:23.100 --> 00:31:27.570 department driven initiative a lot of times. And so we find that a lot of our 398 00:31:27.570 --> 00:31:32.350 conversations are actually, you know, with the demand managers or growth 399 00:31:32.350 --> 00:31:38.500 managers or go to market leads, who are saying I've got a couple of points in 400 00:31:38.500 --> 00:31:43.580 my funnel, but I really want to measurably improve. But then I want to 401 00:31:43.580 --> 00:31:47.480 do so in a way that I can start to bring to the rest of the funnel, you 402 00:31:47.480 --> 00:31:51.010 know, without having to reinvent anything. And so they look at again 403 00:31:51.010 --> 00:31:55.430 that an intelligence platform like ours is meant to do that. So you can start 404 00:31:55.430 --> 00:31:59.950 small, but you're gonna have everything, you need some Oh, good advice. What 405 00:31:59.950 --> 00:32:03.170 results could they expect to see? I know you mentioned one of your 406 00:32:03.170 --> 00:32:08.320 customers 50% increase in form rate I would look at. So yeah, it depends on 407 00:32:08.320 --> 00:32:10.620 where you're targeting, right? So if you look at the forms, look at the 408 00:32:10.620 --> 00:32:17.350 complete rate. A lot of it comes also down to quality and so which is which 409 00:32:17.350 --> 00:32:20.630 is which depends on your manager. So a lot of our companies, a lot of our 410 00:32:20.630 --> 00:32:26.420 customers work off some version of an ICP an ideal customer profile. And when 411 00:32:26.420 --> 00:32:31.500 you're trying to figure out, not just did you get more people engaged or did 412 00:32:31.500 --> 00:32:36.500 you create more leads from a given campaign? Being able to measure the 413 00:32:36.510 --> 00:32:44.610 quality or the match against your ICP is often a really useful way to tell 414 00:32:44.610 --> 00:32:48.140 whether or not the targeting and tailoring is working because it's not 415 00:32:48.140 --> 00:32:53.120 just about can I get more people? But I get more of the kind of people I think 416 00:32:53.120 --> 00:32:56.660 are really going to value and what I'm doing and how to get more of those 417 00:32:56.660 --> 00:33:01.530 types of people engaged. So looking at all the acquisition and engagement and 418 00:33:01.530 --> 00:33:07.980 conversion metrics against your ideal customer profile is a really nice way 419 00:33:07.980 --> 00:33:14.200 to try to get a sense for quality. And then later on we see that manifest in 420 00:33:14.210 --> 00:33:19.260 an increasing close rates for sales. An increase in average deal size. Right? 421 00:33:19.260 --> 00:33:23.280 Again, more of the types of customers that ain't get more value. And so 422 00:33:23.280 --> 00:33:29.840 you're sort of feeding this system with better quality fuel if you will. And 423 00:33:29.840 --> 00:33:34.510 then you start to see the results of that with the systems already have, oh 424 00:33:34.510 --> 00:33:39.630 gosh, this seriously has been a crash course. You have given me so much to 425 00:33:39.630 --> 00:33:43.190 think about and I've learned so much. I'm curious if there was one thing that 426 00:33:43.190 --> 00:33:47.630 you'd want me or any of our listeners to walk away from this episode knowing 427 00:33:47.630 --> 00:33:51.710 what would it be. You know, I just, I would invite them to take a fresh look 428 00:33:51.710 --> 00:33:56.110 at what's possible. I mean, this a lot has changed even in the last couple of 429 00:33:56.110 --> 00:34:00.220 years around, you know, kind of back to the Spotify analogy like the 430 00:34:00.220 --> 00:34:06.300 availability of intelligence right at the, at these customer touchpoints and 431 00:34:06.300 --> 00:34:11.480 it really changes the way the immediacy with which you can engage customers in 432 00:34:11.480 --> 00:34:14.850 an intelligence with which you can engage them. So I would say take a look 433 00:34:14.850 --> 00:34:20.139 around and see see what companies are doing and experimenting with in this 434 00:34:20.139 --> 00:34:24.040 intelligence space. And I think the, you know, in some ways the biggest 435 00:34:24.040 --> 00:34:28.989 mistake would be not to try stuff. So, you know, I, I can't say for sure what 436 00:34:28.989 --> 00:34:32.780 will, what will work for you or what the best solution would be, but get out 437 00:34:32.780 --> 00:34:37.480 there and try stuff because it's, it's a really fun time to take a fresh look 438 00:34:37.480 --> 00:34:43.170 at the buyer journey that is so hopeful. Take a fresh look at what's possible 439 00:34:43.540 --> 00:34:52.630 and try stuff stuff. So if people wanted to connect with you, kevin and 440 00:34:52.630 --> 00:34:56.940 learn more about you or learn more about clear bit, how could they do that? 441 00:34:56.949 --> 00:35:00.880 Clear bit. Dot com is probably the best place to start. I'm kevin dot Tate at 442 00:35:00.880 --> 00:35:06.130 clear bit dot com. So bring me uh and then Lincoln. Beautiful. Oh man! Well, 443 00:35:06.130 --> 00:35:10.350 it has been such a pleasure to have you on the tv growth. Thank you for joining 444 00:35:10.350 --> 00:35:14.060 me. Thanks for having me have a great day. You too, 445 00:35:17.050 --> 00:35:21.010 is the decision maker for your product or service Abebe marketer. Are you 446 00:35:21.010 --> 00:35:25.250 looking to reach those buyers through the medium of podcasting? Considered 447 00:35:25.250 --> 00:35:30.520 becoming a co host of GDP Growth. This show is consistently ranked as a top 448 00:35:30.520 --> 00:35:34.700 100 podcast in the marketing category of apple podcasts and the show gets 449 00:35:34.700 --> 00:35:40.320 more than 130,000 downloads each month. We've already done the work of building 450 00:35:40.320 --> 00:35:44.390 the audience so you can focus on delivering incredible content to our 451 00:35:44.390 --> 00:35:49.750 listeners if you're interested, email Logan at sweet fish Media dot com. Mhm