What Would You Give Up Your Email To Get Access To? | Original Research

WEBVTT 1 00:00:08.199 --> 00:00:12.880 Conversations from the front lines and marketing. This is B two B growth. 2 00:00:17.719 --> 00:00:22.879 Welcome in on today's episode, James Dan and I are here and set to 3 00:00:22.960 --> 00:00:29.960 discuss some resources, uh, that marketers give up their email to get access 4 00:00:30.039 --> 00:00:34.000 to. And so what we did, if you're new to this format, 5 00:00:34.320 --> 00:00:38.600 we asked a hundred B two B marketing leaders a few questions, about fifteen 6 00:00:38.679 --> 00:00:42.679 questions, and one of them was what was last resource you gave up your 7 00:00:42.679 --> 00:00:46.079 email to get access to? And then we're just gonna discuss the answers we 8 00:00:46.119 --> 00:00:50.439 heard and what were the things for us that we're willing to give up our 9 00:00:50.520 --> 00:00:54.039 email addressed for and and have something hit our inbox. And so I know 10 00:00:54.399 --> 00:00:57.159 if you're listening to this, you're probably thinking, man, the inbox is 11 00:00:57.200 --> 00:01:00.000 a complex space. That's what I think newsletters are like. All the rage 12 00:01:00.039 --> 00:01:04.560 and at the same time, so much spam. It's everywhere you look up. 13 00:01:04.560 --> 00:01:08.079 Your inboxes flooded and James, I know it was in the last couple 14 00:01:08.079 --> 00:01:11.400 of weeks you actually brought this uff that you're like hiring someone to help you 15 00:01:11.480 --> 00:01:15.640 with your inbox. Tell me how that's going, because I know you're fairly 16 00:01:15.640 --> 00:01:19.000 opinionated on that. Topic. Yeah, so I just hired a woman named 17 00:01:19.040 --> 00:01:23.640 Katilla and she started this week actually, and it's been she's she's been a 18 00:01:23.680 --> 00:01:27.200 godsend. We jump on a call for fifteen minutes a day and she talks 19 00:01:27.239 --> 00:01:33.599 through the chaos that is my inbox, and a lot of it is just 20 00:01:33.640 --> 00:01:37.319 like yeah, unsubscribed from that, unsubscribed from that, unsubscribed from that, 21 00:01:37.400 --> 00:01:41.000 like the thing I wanted from them was super helpful when I needed it and 22 00:01:41.079 --> 00:01:45.040 now they're peppering me with stuff that, you know, I don't want anymore. 23 00:01:45.120 --> 00:01:48.719 So, uh, yeah, it's definitely top of mind. I've been 24 00:01:48.719 --> 00:01:52.920 thinking a lot about you know it, just as as we hammer down and 25 00:01:53.200 --> 00:01:57.519 really focus on turning B two B growth into the go to media property for 26 00:01:57.560 --> 00:02:00.760 B Two B marketers, we've got to figure out how to email well and 27 00:02:00.920 --> 00:02:04.599 uh, and we haven't figured it out yet. So I'm excited to dive 28 00:02:04.640 --> 00:02:07.120 into this and see what a hundred of these folks said. Yeah, Dan, 29 00:02:07.199 --> 00:02:09.439 what was the last thing? Like, I'm just gonna give the question 30 00:02:09.479 --> 00:02:13.199 to you. What's the last resource you give up your email to get access 31 00:02:13.199 --> 00:02:19.199 to? Sure, hold on, think about it. Something from income school. 32 00:02:19.520 --> 00:02:24.120 It was creator science. He has a newsletter and I specifically just wanted 33 00:02:24.120 --> 00:02:29.039 to see his funnel, like I wanted. He he specifically pitched like how 34 00:02:29.080 --> 00:02:32.080 a newsletter could be the biggest growth engine for your podcast. So naturally I'm 35 00:02:32.120 --> 00:02:36.719 like what? I go to his website, I give up my email and 36 00:02:36.800 --> 00:02:39.199 honestly, the pitch for getting on the email was really compelling. And I've 37 00:02:39.240 --> 00:02:43.680 gotten one email. He was really light on the auto responders, and I've 38 00:02:43.680 --> 00:02:46.879 gotten one of his newsletters and I'm like it's actually pretty good, like I 39 00:02:46.919 --> 00:02:49.919 think I'd like. It's good enough that I'm like, I think I want 40 00:02:49.960 --> 00:02:53.560 to read the next one. His next three better be good, otherwise I'll 41 00:02:53.560 --> 00:02:55.919 probably unsubscribe because I've kind of learned what I needed to learn. But he 42 00:02:57.000 --> 00:03:00.520 definitely sold me on it and now I'm in his I'm in his newsletter. 43 00:03:00.639 --> 00:03:04.840 Is that J Klaus? H J Klaus? Yeah, yeah, he has 44 00:03:04.879 --> 00:03:07.840 been somebody that that I've connected with a few times now. He's the host 45 00:03:07.879 --> 00:03:12.719 of a show called creative elements, and so check out Ja. It's just 46 00:03:12.840 --> 00:03:15.879 J CLAUS DOT COM, C L O U S E Dot Com. I 47 00:03:15.879 --> 00:03:21.199 know he spoke at podcast movement last week while we were there and I didn't 48 00:03:21.199 --> 00:03:23.039 go to that talk, but I heard fantastic things about it from cody and 49 00:03:23.120 --> 00:03:28.080 Dan. Yeah, I heard last week he was on marketing millennials and I 50 00:03:28.120 --> 00:03:32.360 was listening to him just super well informed, even on just creator economy and 51 00:03:32.599 --> 00:03:36.159 all sorts of things over there. So definitely check them out. Okay, 52 00:03:36.240 --> 00:03:38.360 so I was thinking about this personally this morning and I jotted down a few 53 00:03:38.360 --> 00:03:42.039 things that I think I've given up my email for recently. One of them 54 00:03:42.120 --> 00:03:44.439 was like a personal development. So this is outside of marketing, maybe a 55 00:03:44.479 --> 00:03:46.759 little outside of business, but it was like core values type newsletter, an 56 00:03:46.800 --> 00:03:52.439 assessment that then drove me to like give up my email right and then their 57 00:03:52.560 --> 00:03:55.719 drip after that has actually been really informative because it's personalized. So I was 58 00:03:55.759 --> 00:03:59.759 like, well, I would want this type of email in my inbox because 59 00:03:59.759 --> 00:04:02.319 it's personal to me. And so I'm thinking about it from a marketing perspective 60 00:04:02.360 --> 00:04:06.159 and I'm like the way they tied these things together and then other assessments that 61 00:04:06.199 --> 00:04:11.319 they have are further down, like ways that they would connect me to actually 62 00:04:11.319 --> 00:04:14.879 purchase some of their products, made a lot of sense because of the personal 63 00:04:14.960 --> 00:04:16.560 nature of it. And then on the marketing side, I was thinking about 64 00:04:16.560 --> 00:04:21.800 Devin Reid when he just recently left Gong and I was like, Oh man, 65 00:04:23.000 --> 00:04:26.199 I connected with Devon. I liked the conversation. He has some really 66 00:04:26.199 --> 00:04:29.120 compelling content. I know he has a newsletter. I hadn't subscribed it. 67 00:04:29.160 --> 00:04:31.279 I want to follow his career and I know he does not flood the INBOX. 68 00:04:31.319 --> 00:04:34.360 It's like a one email a week. It's usually pretty short. It's 69 00:04:34.399 --> 00:04:38.399 like okay, that's something I'd be willing to give it up for. And 70 00:04:38.439 --> 00:04:42.680 then outside of that it's usually an email to learn a specific skill. So 71 00:04:42.720 --> 00:04:47.439 it's like I remember being a social media like marketer and wanting to like really 72 00:04:47.519 --> 00:04:50.639 figure out what's a good way to do content planning, and so I would 73 00:04:50.879 --> 00:04:55.759 get some pdf, some resource and then, like James said, I've done 74 00:04:55.800 --> 00:05:00.040 subscribe so so that it's usually to get like a resource like that. James, 75 00:05:00.120 --> 00:05:02.639 what about you, man, because if you're cleaning out your inbox, 76 00:05:02.720 --> 00:05:05.800 I know you're also a resource guy, so it's really easy probably for you 77 00:05:05.839 --> 00:05:08.720 to like, Oh, I want to try this, so you give up 78 00:05:08.759 --> 00:05:12.040 your email and then you gotta go back and unsubscribe later. But what's what's 79 00:05:12.079 --> 00:05:15.079 the last thing you gave up your email for? I've gotten a lot more 80 00:05:15.120 --> 00:05:18.959 selective because it just gets so out of hand. And then, but when 81 00:05:19.040 --> 00:05:24.240 we were at podcast movement there was a panel that we went to, actually 82 00:05:24.279 --> 00:05:29.759 I went to with Dan, and one of the women on the panel shouted 83 00:05:29.759 --> 00:05:34.360 out a podcast specific newsletter about the podcast industry. I can't even remember what 84 00:05:34.399 --> 00:05:36.800 the name is now. I think I've only gotten one email from them, 85 00:05:38.439 --> 00:05:44.199 but she just praised from the stage how good this newsletter was and since it's 86 00:05:44.240 --> 00:05:46.839 specifically about the podcast industry, that was the last thing I gave up my 87 00:05:46.879 --> 00:05:51.959 email for. Yeah, I was podcasting. There's a couple that of those 88 00:05:51.959 --> 00:05:56.480 newsletters that hit my inbox and I'll read through them. I think this goes 89 00:05:56.480 --> 00:05:59.600 back to also how do we think about our inbox? Like? That's a 90 00:05:59.600 --> 00:06:02.279 bit of a broader question and I do want to take us there after we 91 00:06:02.319 --> 00:06:05.879 look at these results, because I think that plays into this. And do 92 00:06:05.959 --> 00:06:10.720 you really want to be hit with information there consistently when you're like trying to 93 00:06:10.759 --> 00:06:14.120 clean out the inbox and also responding to people? It's like you have to 94 00:06:14.160 --> 00:06:16.720 think about it in a specific way. So, okay, the results that 95 00:06:16.800 --> 00:06:21.120 we saw, I'm gonna break it into three categories. But first I'll read 96 00:06:21.199 --> 00:06:25.959 some specific answers. And again this is a hundred B two b marketers telling 97 00:06:26.040 --> 00:06:29.120 you what's the last thing they gave up their email for. So it was 98 00:06:29.160 --> 00:06:33.759 things like loom. So that's a product like basically a p LG motion free 99 00:06:34.439 --> 00:06:40.160 trial type deal, objection handling help. I'm assuming that's some sort of PDF 100 00:06:40.360 --> 00:06:45.000 format benchmark report. Again, you're talking about like a White Paper or a 101 00:06:45.000 --> 00:06:47.959 PDF morning brew, marketing brew. That's when we could harp on a lot, 102 00:06:48.000 --> 00:06:50.920 because that's a newsletter that a lot of people subscribe to and a lot 103 00:06:50.920 --> 00:06:56.959 of people find value in. Hubspot state of e D M report, competitive 104 00:06:57.000 --> 00:07:02.160 solution. And then another just like general e D F email deliverable on engagement, 105 00:07:02.680 --> 00:07:06.480 e book on Best Practices and marketing operations. That goes back to what 106 00:07:06.519 --> 00:07:11.000 I was saying right about like Oh, this content calendar, those types of 107 00:07:11.040 --> 00:07:15.839 downloads. You have a masterclass social strategy, content sub stack, some newsletter, 108 00:07:16.360 --> 00:07:20.879 Webinar. Of all of those, if I'm boiling them down, looking 109 00:07:20.920 --> 00:07:25.720 at how I would group them, I would say the most popular answer is 110 00:07:25.759 --> 00:07:30.399 related to content. Second, basically as events, and then that that would 111 00:07:30.399 --> 00:07:35.839 include online like virtual events, as obviously, and then tools would be third. 112 00:07:36.120 --> 00:07:40.560 As you guys see the list and you see those three categories, like 113 00:07:40.920 --> 00:07:45.199 anything stand out to you? James? I think that makes sense. I 114 00:07:45.240 --> 00:07:48.600 mean I've seen metadata. I've seen the ADS in my linkedin feed for probably 115 00:07:48.600 --> 00:07:55.920 the last month now of them promoting this demand event. I remember they they 116 00:07:55.959 --> 00:07:59.199 I think they executed on it pretty well last year from what I heard people 117 00:07:59.240 --> 00:08:01.879 talk about. I didn't attend the event. I don't tend to attend those 118 00:08:01.920 --> 00:08:05.399 type of things. I don't not because I think they're bad, I just 119 00:08:05.279 --> 00:08:09.720 not necessarily interested in it. So that checks out to me. When I 120 00:08:09.759 --> 00:08:13.839 think about giving up my email address, I don't necessarily think about it like 121 00:08:13.879 --> 00:08:16.920 a tool, like if I were signing up for loom, I wouldn't in 122 00:08:16.000 --> 00:08:18.560 my mind think like Oh, I have to give up my email address to 123 00:08:18.600 --> 00:08:22.879 get this. I would just like okay, well, that's how I log 124 00:08:22.959 --> 00:08:26.319 into the tool. So I don't know if if I would necessarily, you 125 00:08:26.360 --> 00:08:30.000 know, if if I were being surveyed. Obviously, you know the folks 126 00:08:30.040 --> 00:08:33.639 we talked to mentioned tools. So clearly, UH, other people are considering 127 00:08:33.639 --> 00:08:37.399 it that way. But but yeah, I think it checks out to me. 128 00:08:37.799 --> 00:08:41.159 The reason I included it is because when you think of like the P 129 00:08:41.320 --> 00:08:46.080 L G motion and can was actually a good example of this, because I 130 00:08:46.120 --> 00:08:50.159 am a paid user, but I'm also I also have a free account. 131 00:08:50.240 --> 00:08:52.159 So it's kind of this weird where like they hit me thinking that I'm not 132 00:08:52.440 --> 00:08:56.320 in and up, but I actually am in, and the drips that they 133 00:08:56.399 --> 00:09:01.279 hit me with because they have my email, they're always showing me things and 134 00:09:01.320 --> 00:09:05.279 they're in my inbox consistently because they don't think I've paid yet. So I 135 00:09:05.360 --> 00:09:09.519 think you're right, like you're you're signing up to get a log in, 136 00:09:09.679 --> 00:09:16.080 but they're they're thinking is also a marketing play and the hubspot has honestly done 137 00:09:16.080 --> 00:09:22.840 that execution really, really well by specifically creating free tools, as an email 138 00:09:22.879 --> 00:09:26.519 capture mechanism. So I forget. I think they did like a website greater. 139 00:09:26.679 --> 00:09:30.600 Maybe it was it was either a hubspot or co schedule that did like 140 00:09:30.600 --> 00:09:33.519 a website greater, where it was a tool that would analyze your website. 141 00:09:33.919 --> 00:09:39.639 There's a headline a blog headline analyzer, so you could put in like a 142 00:09:39.759 --> 00:09:45.480 topic and it would spit out fifteen like potential blog headlines. So like things 143 00:09:45.519 --> 00:09:48.120 like that I think are really interesting. Dan What are your initial thoughts on 144 00:09:48.159 --> 00:09:52.320 those three categories, when you have content, events and then the tools, 145 00:09:52.360 --> 00:09:56.720 which we touched on briefly there? Yeah, I see. I definitely see 146 00:09:56.759 --> 00:10:01.480 it in my own email behavior right I'm definitely giving up my email for those 147 00:10:01.480 --> 00:10:05.440 three things. I do see events as kind of like content, and oftentimes 148 00:10:05.440 --> 00:10:07.879 even some of the people who said like the people who are giving it up 149 00:10:07.879 --> 00:10:09.840 for a Webinar, often giving up their email not so they can be at 150 00:10:09.840 --> 00:10:13.320 their Webinar but so they can get the recording and the deck afterwards, because 151 00:10:13.360 --> 00:10:16.480 I think a lot of other people are the similar and that they freaking hate 152 00:10:16.480 --> 00:10:20.039 webinars and just would rather watch it on two x speed. You can skip 153 00:10:20.039 --> 00:10:24.799 the pitch right later. Yeah, the one thing that was interesting to me 154 00:10:24.879 --> 00:10:28.279 is if you thought about it in like what was most popular, and you 155 00:10:28.279 --> 00:10:30.879 could almost think of it as like a funnel, if most popular was like 156 00:10:31.039 --> 00:10:33.759 content sort of at the top, and then events it's a little bit of 157 00:10:33.799 --> 00:10:39.879 like a harder lift to pull off. Like obviously content that is is quality. 158 00:10:41.200 --> 00:10:43.720 I'm not saying there's no lift to that. There is, but content 159 00:10:43.840 --> 00:10:48.639 is the one that's like the easiest in and then events doing that really well 160 00:10:48.279 --> 00:10:50.919 that's going to be harder tools. It's like, well, this is like 161 00:10:50.960 --> 00:10:54.200 something that probably you're ultimately wanting them to pay for, so that's gonna be 162 00:10:54.240 --> 00:10:56.799 like the most lift. So it kind of made sense to me and you 163 00:10:56.799 --> 00:11:01.600 could think of it in like a funnel of sorts. Let's go first to 164 00:11:01.799 --> 00:11:05.039 how we think about our inbox and then we'll go to recommendations, because this 165 00:11:05.159 --> 00:11:09.799 is a key part. Is, like I personally do not want to be 166 00:11:09.960 --> 00:11:16.200 hit by different categories of things in my inbox. I like knowing like I'm 167 00:11:16.240 --> 00:11:20.519 responding to people outside of sweet fish in my inbox. That's the first thing 168 00:11:20.559 --> 00:11:24.799 that's most important is what are the conversations I'm having externally, internal conversations on 169 00:11:24.919 --> 00:11:28.919 slack. So when when a newsletter hits, because I'm someone that's prone to 170 00:11:30.000 --> 00:11:33.799 a D H d. A newsletter hits my inbox and I'm like, when 171 00:11:33.840 --> 00:11:37.440 do I read this? Because this isn't a task. This could suck me 172 00:11:37.480 --> 00:11:39.679 into some black hole of content that I didn't mean to go down on this 173 00:11:39.799 --> 00:11:45.720 format. So how do you guys think about your your inbox and like what 174 00:11:45.840 --> 00:11:48.360 you actually want to hit it? And then the follow up question to that 175 00:11:48.440 --> 00:11:52.200 is like, let's say you let morning Brew, Marketing Brew Into Your Inbox. 176 00:11:52.799 --> 00:11:56.360 When are you consuming that content and, like, are you just skimming? 177 00:11:56.519 --> 00:12:00.440 I know that's a lot, but I want to get into the mindset 178 00:12:00.480 --> 00:12:03.519 of how you think about some of the things. You've given up your email 179 00:12:03.559 --> 00:12:07.039 address or and Dan, I'll let you go first on this one. Absolutely, 180 00:12:07.279 --> 00:12:09.360 I don't know. I have a personal email box and I have a 181 00:12:09.399 --> 00:12:15.120 work email box. All the newsletters and content go to the personal email box 182 00:12:15.279 --> 00:12:18.799 and that's how I kind of keep it a little cleaner. The type of 183 00:12:18.840 --> 00:12:22.519 content other than like work and collaboration, like actual work being done in the 184 00:12:22.559 --> 00:12:26.279 email box. There is another kind of where it's like spam outreach to get 185 00:12:26.279 --> 00:12:31.279 on B two B growth to me is all spam, and then there's another 186 00:12:31.360 --> 00:12:37.480 category of like updates from tools that I use all those companies because they have 187 00:12:37.519 --> 00:12:39.799 my email address, and it's companies from Riverside like we're on now. It's 188 00:12:39.799 --> 00:12:45.039 from Hubspot, it's from descript, it's from all my tools and I'll honestly 189 00:12:45.120 --> 00:12:48.320 most of them I just delete a spam, but there are a few like 190 00:12:48.480 --> 00:12:52.559 essentially Riverside descript. I'm on the edge of my chair waiting to see what 191 00:12:52.039 --> 00:12:56.159 like feature they're dropping next. So I always look for them, I open 192 00:12:56.240 --> 00:12:58.320 them up, read them and the delete everything else. Those are tools that 193 00:12:58.360 --> 00:13:03.600 I'm using so often that I'm really interested in whatever features are launching and I 194 00:13:03.600 --> 00:13:05.639 don't even care if they if they give me content of like how to be 195 00:13:05.639 --> 00:13:09.399 a better podcaster instantly, but if it's like a tool update of like here's 196 00:13:09.399 --> 00:13:11.480 a new feature we have coming out, I'm like, Oh, what's that? 197 00:13:13.200 --> 00:13:16.519 So I look at those differently. Yeah, that's that's actually really interesting 198 00:13:16.519 --> 00:13:20.639 that you focused on that, because people might not be thinking that way when 199 00:13:20.639 --> 00:13:24.200 they're creating content. But I'd say I'm the same from those those companies, 200 00:13:24.240 --> 00:13:26.039 where I don't need you to tell me like yeah, like I don't need 201 00:13:26.080 --> 00:13:30.840 a listical from you. I don't need I don't need like why this content 202 00:13:30.919 --> 00:13:33.879 works. I need like, Oh, have you tried this yet in our 203 00:13:33.919 --> 00:13:35.519 our tool, because this is how it could up level the content you're already 204 00:13:35.519 --> 00:13:39.559 creating, James, like how do you as you you know you're handing it 205 00:13:39.600 --> 00:13:43.679 off, but there's still that element of like I think you and I are 206 00:13:43.720 --> 00:13:46.720 probably similar in this way, where, like, when you just see the 207 00:13:46.840 --> 00:13:50.480 overwhelm of it, you could just click on it and like look at it 208 00:13:50.480 --> 00:13:52.279 and then be like Oh what, wait, what the heck was I doing? 209 00:13:52.320 --> 00:13:54.279 I feel like we maybe that you can totally shoot me down at that. 210 00:13:56.000 --> 00:13:58.480 That's usually what happens to me. I'll be trying to wind down the 211 00:13:58.559 --> 00:14:03.559 day and before I passed my inbox off, I would be winding down the 212 00:14:03.600 --> 00:14:07.000 day and and get into so many rabbit trails that I was like, you 213 00:14:07.039 --> 00:14:09.720 know what, there's a better way to do this. A guy named Gino 214 00:14:09.759 --> 00:14:15.360 Wickham, who engineered the EOS model that we run our company on, he 215 00:14:15.440 --> 00:14:18.720 kind of shared this system. He was like, email is a an our 216 00:14:20.159 --> 00:14:24.840 task and if you, as a business leader, if your value to your 217 00:14:24.919 --> 00:14:28.480 organization is more than twenty five dollars an hour, which it should be if 218 00:14:28.519 --> 00:14:33.000 you're the leader of an organization, you need to be figuring out another method 219 00:14:33.159 --> 00:14:39.159 for processing your email. And so that challenge was really powerful for me. 220 00:14:39.759 --> 00:14:43.799 That was when I really started considering like hey, I don't need to be 221 00:14:43.840 --> 00:14:50.360 doing our work. And so now I am like yesterday I was on my 222 00:14:50.399 --> 00:14:54.200 Peloton working out, doing something that I need to do anyway, and I 223 00:14:54.279 --> 00:14:58.200 had a phone call with Katilla and she's like, okay, Samantha Stone reached 224 00:14:58.200 --> 00:15:01.240 out. She said this she's not been happy with some of the video stuff 225 00:15:01.279 --> 00:15:05.559 that she's getting from, you know, this vendor she's using. I wanted 226 00:15:05.600 --> 00:15:07.480 to see if she could potentially work with sweet fish on it. Samantha is 227 00:15:07.480 --> 00:15:11.440 an old friend, former client referral partner for us. So I'm like, 228 00:15:11.519 --> 00:15:16.159 yeah, the center my calendle link. Let's let's get something on the calendar. 229 00:15:16.360 --> 00:15:20.480 But I'm talking that through with Katilla while I'm on my bike. So 230 00:15:20.559 --> 00:15:24.679 it's not I would not have been able to process my email like that prior 231 00:15:24.720 --> 00:15:28.000 to actually having someone talk through it with me. Plus I'm a verbal processor, 232 00:15:28.159 --> 00:15:33.080 so for me personally, talking through something is way easier. And then 233 00:15:33.120 --> 00:15:37.600 she just responds on my behalf and make sure that whoever she's communicating with knows 234 00:15:37.720 --> 00:15:39.639 that it's not me, that it's her that they're talking to, and so 235 00:15:41.080 --> 00:15:43.919 I feel really good about that. So that's something that that the way I 236 00:15:43.960 --> 00:15:46.799 think about you know, the same, same as you, Benji. Internal 237 00:15:46.879 --> 00:15:54.919 Communications obviously happening in slack. External Communications is email and I honestly I try 238 00:15:54.919 --> 00:15:58.440 to get people into text messages, like if it's something that I know is 239 00:15:58.480 --> 00:16:03.200 really a Warton I'm trying to get it into text messages as quickly as possible 240 00:16:03.200 --> 00:16:07.519 because I know that like I'm training myself to not even look at my inbox, 241 00:16:07.639 --> 00:16:11.000 like that's not even something I want to I want to look at anymore. 242 00:16:11.320 --> 00:16:15.120 I'm just gonna have Katilla processing all of that and talking me through what 243 00:16:15.279 --> 00:16:19.159 needs to happen so that that's not even in my life. Yeah, I 244 00:16:19.159 --> 00:16:22.559 think that all of that is really good context. And then for me it 245 00:16:22.679 --> 00:16:27.039 just takes me to newsletters, because that came up a lot. It's like, 246 00:16:27.080 --> 00:16:30.960 okay, so if that's the way that we're consuming like industry news. 247 00:16:30.960 --> 00:16:33.600 So for us we're in the B two B podcasting space, but we're looking 248 00:16:33.639 --> 00:16:37.720 at podcasting more broadly trends. What are people doing, what are people trying? 249 00:16:37.919 --> 00:16:41.200 So I have a few of those that hit my inbox from like okay, 250 00:16:41.240 --> 00:16:44.720 just like have some time where all you're doing is looking at that content. 251 00:16:44.799 --> 00:16:47.840 And actually I found it's just easier to just go to those websites than 252 00:16:47.879 --> 00:16:52.519 even let them infiltrate my my inbox. But there's there's gotta be a way 253 00:16:53.039 --> 00:16:56.840 or like, even if it's just twenty minutes on your calendar, where like 254 00:16:56.879 --> 00:17:00.600 that's when you look at your newsletters and the bar for newsletters is like skyrocketing 255 00:17:00.720 --> 00:17:04.480 because so many people are getting in the game. That unless you have like 256 00:17:04.519 --> 00:17:08.720 a team like again, like a morning bruise is the perfect example, because 257 00:17:08.759 --> 00:17:12.720 they're at such scale now where you're like, okay, they were early into 258 00:17:12.759 --> 00:17:18.680 this, they're they're great at it and I'm gonna want their content. It's 259 00:17:18.799 --> 00:17:21.400 it's uh, it's got to be a pretty heavy lift to just go in 260 00:17:21.440 --> 00:17:25.640 there. You know, you can say morning Bruce Newsletter is great because they're 261 00:17:25.720 --> 00:17:29.519 now at scale and they're big. Newsletter was great when they were a team 262 00:17:29.519 --> 00:17:33.720 of like two dudes that went to University of Michigan. Like they put in 263 00:17:33.799 --> 00:17:40.799 the effort to create a quality product in the inbox that nobody else was putting 264 00:17:40.799 --> 00:17:45.480 out, and so they were curating all of these highlights from HBR and all 265 00:17:45.640 --> 00:17:49.960 all these like news aggregators and they just wrote it in a millennial way that 266 00:17:51.079 --> 00:17:53.799 was engaging to a big group of people. And I just don't think most 267 00:17:53.880 --> 00:18:00.759 companies think about email content in that way. It's a throwaway thing. They 268 00:18:00.799 --> 00:18:03.519 don't put premise development into it, they don't plan it out the way they 269 00:18:03.559 --> 00:18:08.079 plan other pieces of their content. At least. I don't hear anybody talking 270 00:18:08.119 --> 00:18:11.839 about that, and I think there needs to be a great deal. I 271 00:18:11.839 --> 00:18:15.519 mean, to get into someone's Inbox, as we've seen in this data, 272 00:18:17.119 --> 00:18:22.119 not that hard to do. To stay in someone's inbox very hard to do. 273 00:18:22.359 --> 00:18:26.640 And so if if you're going to use email as an affinity building tool, 274 00:18:26.519 --> 00:18:30.599 you have to come up with a compelling enough hook that somebody is gonna 275 00:18:30.680 --> 00:18:33.880 want when they when they see your name in their inbox, they're going to 276 00:18:34.079 --> 00:18:38.279 want to open it up. And and that is no small feat to figure 277 00:18:38.279 --> 00:18:42.000 that out. Yeah, that was said very well. That's that is the 278 00:18:42.000 --> 00:18:45.640 first recommendation we have. We have to give away, and I think you 279 00:18:45.680 --> 00:18:48.599 just did it so well. It's just saying, like, if you're gonna 280 00:18:48.640 --> 00:18:51.960 get into the game here or if you are like be thinking through premise. 281 00:18:52.039 --> 00:18:55.599 We talk about that in the podcast content. You are in the podcast like 282 00:18:56.039 --> 00:18:59.839 realm, because that's that's where we we live and breathe, right, but 283 00:19:00.039 --> 00:19:03.720 then when you think of email, same thing applies. Premises everything, knowing 284 00:19:03.720 --> 00:19:07.480 your P O v, I mean in written form too, there's something to 285 00:19:07.599 --> 00:19:11.319 be said about it's kind of harder in a lot of ways because people's attention 286 00:19:11.359 --> 00:19:15.079 spans. But Yeah, you, you definitely need that differentiated P O v 287 00:19:15.519 --> 00:19:19.440 and you need to know where you're where you're taking people that are are subscribing. 288 00:19:19.480 --> 00:19:23.279 So I really like that. I think the way we've said it recently 289 00:19:23.720 --> 00:19:27.720 is that marketers are obviously we're gonna be willing to give up our email for 290 00:19:27.839 --> 00:19:33.079 content that gives us an unfair advantage, and I love that language that we've 291 00:19:33.319 --> 00:19:37.920 we've been using. But like an unfair advantage at work, because I clicked 292 00:19:37.960 --> 00:19:41.720 on your email and you gave me some strategy, you gave me something that's 293 00:19:41.720 --> 00:19:45.599 been working really well for you. The content is is just a high quality 294 00:19:45.640 --> 00:19:48.960 of course, like that's the type of stuff that I even in my a 295 00:19:49.039 --> 00:19:52.480 d h d moments where I'm clicking on it. I'm clicking on it because 296 00:19:52.519 --> 00:19:53.920 I know you're gonna give me quality. I know you're gonna give me something 297 00:19:53.960 --> 00:19:59.480 that actually could help my my work today, tomorrow, next week. So 298 00:20:00.000 --> 00:20:03.279 that is kind of what you're driving in. Yeah, one thing that combines 299 00:20:03.319 --> 00:20:07.400 those two things, Benji. You know, giving someone an unfair advantage of 300 00:20:07.480 --> 00:20:11.599 work with premise development. There was a newsletter that I joined a few years 301 00:20:11.640 --> 00:20:15.240 ago I'm not on it anymore because I stopped thinking about ads as much. 302 00:20:15.359 --> 00:20:22.079 But they were basically a facebook ads agency and their newsletter was just they curated 303 00:20:22.160 --> 00:20:26.680 the best facebook ads that they had come across. I don't know for examples. 304 00:20:26.799 --> 00:20:32.599 Yeah, it was just examples of really compelling facebook AD creative and that 305 00:20:32.599 --> 00:20:36.839 that level of specificity, I was like yeah, I want to see three 306 00:20:36.880 --> 00:20:41.000 exceptional examples of facebook ad creative in my inbox every week, and so I 307 00:20:41.039 --> 00:20:42.559 signed up and for a long time, for probably a year or two, 308 00:20:42.599 --> 00:20:45.920 I stayed on that email list. Now, the season of the business change, 309 00:20:47.000 --> 00:20:49.079 I wasn't thinking as much about that. Now now I actually that we're 310 00:20:49.160 --> 00:20:53.119 diving into Linkedin ads. I would love to see somebody have a newsletter of 311 00:20:53.240 --> 00:20:57.400 just brilliant linkedin AD creative because most ad creative, at least the stuff that 312 00:20:57.440 --> 00:21:02.799 showing up in my feed, is our ush and that's what we're talking about 313 00:21:02.799 --> 00:21:04.799 when we say like, have a premise, have a hook, like what 314 00:21:04.960 --> 00:21:08.480 is the and I think a lot of times it's just like getting really granular 315 00:21:08.480 --> 00:21:12.720 and specific with the type of value that you could offer. I don't know, 316 00:21:12.799 --> 00:21:15.160 for us, because we're in the podcast space, would it be like, 317 00:21:15.960 --> 00:21:19.119 Hey, we're going to share three different podcasts. That should be on 318 00:21:19.160 --> 00:21:22.759 your radar. Like I don't know if that's like too broad, because podcasts 319 00:21:22.799 --> 00:21:27.400 have obviously lots of content within them, maybe not as compelling as like being 320 00:21:27.400 --> 00:21:30.680 able to look at a piece of Linkedin ad creative or three sets of that, 321 00:21:30.759 --> 00:21:36.839 but anyway, I think that example of the facebook ad creative pairs your 322 00:21:37.400 --> 00:21:41.640 recommendation with mine really well. It's funny because, Benji, you just said 323 00:21:41.640 --> 00:21:44.920 it a minute ago that it's emails a little harder because of its written nature, 324 00:21:45.000 --> 00:21:47.480 but I'm like, I don't know, there's a lot of great newsletters 325 00:21:47.480 --> 00:21:49.920 that are actually more visual in nature, even if there's written content to go 326 00:21:49.960 --> 00:21:53.480 along with it, kind of like the one james just mentioned, an email 327 00:21:53.799 --> 00:21:57.920 with, you know, it's it's basic html, which means you can still 328 00:21:57.960 --> 00:22:03.279 get in there graphics, good visual content well, and videos, getting easier 329 00:22:03.519 --> 00:22:08.400 via email to even links to videos or curated links to other places. Yea, 330 00:22:10.160 --> 00:22:12.759 yeah, I think video is like also, you can now imbed that 331 00:22:12.799 --> 00:22:17.400 in an email very easily and if someone is already connected to you, like 332 00:22:17.440 --> 00:22:21.960 there's a million ways to do a newsletter. So I shouldn't just just make 333 00:22:22.039 --> 00:22:25.240 it like about written. I think written has some complexity to it, but 334 00:22:25.279 --> 00:22:26.319 you don't have to just take it that round. So that's a good point. 335 00:22:26.519 --> 00:22:30.559 Dan. On your side of things, I know we had mentioned in 336 00:22:30.559 --> 00:22:33.240 the last couple of weeks talking about gated content and your your opinions there, 337 00:22:33.240 --> 00:22:37.519 but that obviously is part of the discussion. If someone is willing to give 338 00:22:37.599 --> 00:22:41.359 up their email, they're doing what you would do with gated content. So 339 00:22:41.720 --> 00:22:45.640 how do you think about that and how does it like, even for what 340 00:22:45.640 --> 00:22:48.920 we're doing at sweet fish? How does it play when it comes to email 341 00:22:48.960 --> 00:22:52.559 strategy? And, like I've said before, I think there's definitely a time 342 00:22:52.559 --> 00:22:55.839 and a place for gated content. I'm a huge fan of gated content if 343 00:22:55.880 --> 00:23:00.039 the content you're delivering after the fact is actually good content and the drip sequence 344 00:23:00.079 --> 00:23:03.480 isn't forever. You know, I think a good drip sequence probably goes I 345 00:23:03.519 --> 00:23:07.240 don't know, maybe two weeks. Depends, not like fifty emails in two 346 00:23:07.279 --> 00:23:11.400 weeks. Depends on the quality and like what they did to get to that 347 00:23:11.440 --> 00:23:15.079 point of the drip sequence, but like a lot of factors. But you 348 00:23:15.079 --> 00:23:18.359 can deliver a good drip sequence and it can be more than one or two. 349 00:23:18.480 --> 00:23:21.319 Like you could probably do it over two weeks and still be okay. 350 00:23:21.359 --> 00:23:23.759 After two weeks I've noticed as a pretty big drop off and like just opening 351 00:23:23.799 --> 00:23:26.839 it. So but if the content is really good, it could be really 352 00:23:26.839 --> 00:23:32.640 helpful because hopefully the place, the thing you know, where you kind of 353 00:23:32.640 --> 00:23:34.200 have an idea of where they're at and they're buying journey, not even buying 354 00:23:34.279 --> 00:23:37.119 journey, where they're not on their journey right where they're trying to figure things 355 00:23:37.160 --> 00:23:41.839 out because they download it or requesting this piece of content. You can kind 356 00:23:41.839 --> 00:23:47.119 of like give context to where they're at. You can help them down their 357 00:23:47.160 --> 00:23:48.799 journey, or at least down a little path of their journey, a little 358 00:23:48.799 --> 00:23:52.960 shortcut, and I think a good drip sequence. I'm from gated content is 359 00:23:52.960 --> 00:23:56.599 a great way to do that. Again, it has to deliver value and 360 00:23:56.640 --> 00:23:59.599 what too many B TB companies do is just trip it up the sales. 361 00:24:00.279 --> 00:24:02.839 But that's what I would avoid at all costs. You should only give things 362 00:24:02.839 --> 00:24:08.000 to sales when people are actually requesting sales information or sales help, something specifically 363 00:24:08.039 --> 00:24:11.880 related to the product. They're not asking about your product. Don't send them 364 00:24:11.880 --> 00:24:15.480 to sales and sales doesn't want them. So stop doing that. Okay. 365 00:24:15.680 --> 00:24:19.319 We talked a lot about content and we had those three categories, right, 366 00:24:19.359 --> 00:24:22.640 so you had content, events and then tools. James, when it comes 367 00:24:22.640 --> 00:24:26.839 to the event side of things, is you hear this, this data as 368 00:24:26.839 --> 00:24:30.119 you're looking at this original research? Does it change your mind you? Do 369 00:24:30.160 --> 00:24:34.279 you see any insights here on how it might change our our event approach? 370 00:24:36.000 --> 00:24:41.400 Yeah, so I hear Chris Walker actually talking about the need to the ways 371 00:24:41.480 --> 00:24:45.839 you should be measuring engagement is like, how many people continually show up to 372 00:24:45.000 --> 00:24:49.240 your weekly event that you're doing? So he did, I think it was 373 00:24:49.480 --> 00:24:55.119 stated a bandage in live. That was his waterfall content. That turned into 374 00:24:55.119 --> 00:25:00.519 his podcast and you know his linkedin videos, who do this weekly, weekly 375 00:25:00.720 --> 00:25:03.920 live call where people could ask him questions and it was a great source of 376 00:25:03.920 --> 00:25:07.759 content. Doing it on Tiktok now. Yeah, he's doing it on Tiktok 377 00:25:07.759 --> 00:25:12.720 now. TIKTOK lives. And so he would tell you that to measure engagement 378 00:25:12.759 --> 00:25:18.920 in environment, to know if your content is actually good or not, how 379 00:25:18.960 --> 00:25:23.160 many of the same people are showing up week after week after week? What 380 00:25:23.400 --> 00:25:27.880 our data told us, the insights that we pulled from it, where that 381 00:25:29.039 --> 00:25:36.240 people actually really enjoy signing up for an event but then streaming that on their 382 00:25:36.279 --> 00:25:40.480 own time. It's the Netflix effect right, like we don't want to be 383 00:25:40.599 --> 00:25:45.359 held hostage to being on somebody else's timetable. We want to consume our content 384 00:25:45.440 --> 00:25:49.880 when we want to consume it, and I am a raving Chris Walker Fan. 385 00:25:51.000 --> 00:25:55.279 You might not find a bigger Chris Walker Fan than me. I have 386 00:25:55.440 --> 00:26:00.440 never one time showed up on his on his live thing, like I listened 387 00:26:00.440 --> 00:26:04.359 to the podcast, I watched his videos and in feed on Linkedin and I 388 00:26:04.400 --> 00:26:08.160 watch it on my time whenever I'm ready to consume content. I'm not going 389 00:26:08.200 --> 00:26:12.119 to show up to something at Tuesday at seven PM, like that's my family 390 00:26:12.160 --> 00:26:17.039 time, that's time that is non negotiable for me, and even if it 391 00:26:17.119 --> 00:26:18.839 was at two in the afternoon on Tuesday, I still wouldn't show up. 392 00:26:18.880 --> 00:26:22.960 I've got other things to do. And so I don't disagree with him that 393 00:26:23.039 --> 00:26:27.359 a good engagement metric is to look and see who is showing up to your 394 00:26:27.359 --> 00:26:32.400 event if it's an ongoing event, because obviously the content is probably good if 395 00:26:32.640 --> 00:26:36.119 if you've got people showing up over and over again. But I wouldn't necessarily 396 00:26:36.680 --> 00:26:41.440 like look at that as the only way to measure success be looking at who 397 00:26:41.519 --> 00:26:45.240 is who is consuming that replay, whether you're using a tool like whistya. 398 00:26:45.400 --> 00:26:48.839 I think you'd probably even do it on Youtube and see like, okay, 399 00:26:48.880 --> 00:26:52.519 when we send out the replay, are people actually watching this? With Youtube 400 00:26:52.559 --> 00:26:56.920 and with whisty, I'm sure you can get a feel for watch time and 401 00:26:56.920 --> 00:27:00.759 and how much of that content are they act really consuming. But yeah, 402 00:27:00.799 --> 00:27:04.640 that that was one takeaway that stood out to me. Yeah, ultimately, 403 00:27:04.680 --> 00:27:10.920 what we're coming back to a lot is the quality of content and then partnering 404 00:27:10.960 --> 00:27:12.759 that with making like the people that are on the other side of that. 405 00:27:12.799 --> 00:27:17.400 Like you can think it's quality, but it's another thing to have your audience 406 00:27:17.400 --> 00:27:21.160 think it's quality and how you get that feedback and then let that inform the 407 00:27:21.240 --> 00:27:25.920 events that you're doing, inform the content you're creating, the tools all that. 408 00:27:26.119 --> 00:27:29.400 I was listening to a podcast the other day Benji called media moves, 409 00:27:29.920 --> 00:27:34.079 and this guy started a media company called Work Week and on this particular episode 410 00:27:34.079 --> 00:27:37.359 he does like five minute episodes, I think, two or three times a 411 00:27:37.400 --> 00:27:40.400 week. It's for folks interested in the media industry. It's a it's a 412 00:27:40.400 --> 00:27:45.000 no brainer to check that show out. But he was saying that he has 413 00:27:45.039 --> 00:27:48.799 a specific person in his mind. So before he goes to record an episode, 414 00:27:49.319 --> 00:27:52.799 he's like got his topic down, he knows what he's gonna say, 415 00:27:53.119 --> 00:27:56.559 or he has a good idea of what he's gonna say. But he asks 416 00:27:56.640 --> 00:28:00.000 himself. I think it's his friend Mike, and his friend Mike is like 417 00:28:00.079 --> 00:28:06.480 a really, really smart person in media, like they have really high level 418 00:28:06.519 --> 00:28:11.599 conversation, strategic conversations about the media industry, and he asks himself. He's 419 00:28:11.640 --> 00:28:15.920 like, if Mike heard this episode, would Mike Think this is good? 420 00:28:17.119 --> 00:28:22.559 Would this help Mike Spark a conversation with his peers about this topic? That's 421 00:28:22.559 --> 00:28:25.599 a good question, and so I just thought that was a really helpful like 422 00:28:25.680 --> 00:28:30.319 litmus test as as we create content, like who is the person in your 423 00:28:30.359 --> 00:28:37.039 mind that you are creating this for and if that person is similar to ideally 424 00:28:37.079 --> 00:28:40.359 that person is similar to the type of people you're trying to influence with your 425 00:28:40.400 --> 00:28:44.359 content. But having that specific person in mind, it's like, okay, 426 00:28:44.359 --> 00:28:48.119 if I brought this up at lunch tomorrow, would this be an interesting conversation? 427 00:28:48.400 --> 00:28:52.200 Would this be a conversation that they would go on and want to have 428 00:28:52.279 --> 00:28:56.640 with their peers. I thought that was a really just speaking of quality content, 429 00:28:56.920 --> 00:29:00.640 but that was a really practical way to make sure that you're your quality. 430 00:29:00.880 --> 00:29:03.559 That's a high bar. Yeah, and and if you're in a B 431 00:29:03.640 --> 00:29:07.480 Two B organization that has some sort of a B M approach, you know 432 00:29:07.599 --> 00:29:11.599 exactly who you're making content for. So you have no excuse. You could, 433 00:29:12.079 --> 00:29:15.799 you can pull some people out. You know who you want to not 434 00:29:17.119 --> 00:29:19.799 I wouldn't say just impressed, but who you want to like help who is 435 00:29:19.839 --> 00:29:22.400 positioned at that's the best way I would I think I can say it. 436 00:29:22.680 --> 00:29:27.000 Okay. So, after everything we've discussed, I think I want to wrap 437 00:29:27.119 --> 00:29:33.640 up with we don't do a ton with email. So if you're looking at 438 00:29:33.720 --> 00:29:38.359 everything that we the hundred marketers that we surveyed and all this data and all 439 00:29:38.400 --> 00:29:42.279 these these are potential takeaways. And we're talking about gated content and our inboxes 440 00:29:42.319 --> 00:29:47.559 and you look at tools and you look at events, you look at content. 441 00:29:48.079 --> 00:29:52.960 Okay, how does it inform sweet fish moving forward? What are the 442 00:29:52.039 --> 00:29:56.279 things that for us, we're going okay, because we had this discussion, 443 00:29:56.720 --> 00:29:59.920 it has changed my mind, maybe slightly, on on how we think about 444 00:30:00.000 --> 00:30:03.839 email or who maybe we should try this. Did it get any gears turning 445 00:30:03.920 --> 00:30:07.559 internally for you, Dan? Well, as it pertains to like. Okay, 446 00:30:07.559 --> 00:30:08.799 this is what we're seeing in the market and this is how it should 447 00:30:08.799 --> 00:30:14.119 inform us. From what we're learning from this research and partly what I just 448 00:30:14.200 --> 00:30:18.960 learned from J Klaus at podcast movement like emails become top of mind for me 449 00:30:18.480 --> 00:30:22.200 because what I've discovered is that people are willing to give up their email. 450 00:30:22.359 --> 00:30:26.640 Yes, we're all bashing gated content on Linkedin, but people are still doing 451 00:30:26.640 --> 00:30:30.319 it. The cool thing is is that people it's a good baby step and 452 00:30:30.359 --> 00:30:34.839 I've what I've realized is getting someone to listen to a freaking forty sixty minute 453 00:30:34.839 --> 00:30:40.119 long podcast episode is a big ask and there's a lot of equivalence to watching 454 00:30:40.160 --> 00:30:44.039 a Webinar, to watching a youtube video, anything that's more than like a 455 00:30:44.079 --> 00:30:48.480 thirty second to three minute clip on social like at most. It's a big 456 00:30:48.519 --> 00:30:52.200 ask. Giving up an email is less of an ask. You wouldn't think 457 00:30:52.200 --> 00:30:53.720 so, because you're giving up like a sense of privacy and all that kind 458 00:30:53.720 --> 00:30:57.119 of stuff, but it's just is. It's it's a low friction. All 459 00:30:57.160 --> 00:31:00.119 the tools have made it really easy to draw up your first name and email 460 00:31:00.119 --> 00:31:06.240 and click subscribe. It's just easier. So, therefore it is a fantastic 461 00:31:06.559 --> 00:31:11.039 in between for your short form content and your long form content, and this 462 00:31:11.079 --> 00:31:12.440 is how I'm thinking about it now. I'm like, Damn, BBB growth, 463 00:31:12.680 --> 00:31:17.240 we've like started and stopped a newsletter at least twice now and I'm like, 464 00:31:17.799 --> 00:31:21.599 oh, but it's time to bring it back because as a show we're 465 00:31:21.720 --> 00:31:25.599 freaking killing it on Linkedin and then we're doing great on the podcast. We 466 00:31:25.640 --> 00:31:27.799 need the middle link. So this is something I'm gonna be harpened about for 467 00:31:27.839 --> 00:31:32.039 a while, probably on Linkedin, probably with our customers, starting right now 468 00:31:32.039 --> 00:31:34.880 with bdb growth. Is that an email is the best in between between your 469 00:31:34.920 --> 00:31:40.400 short form and your long form content. But based on everything else we're saying, 470 00:31:40.519 --> 00:31:42.599 it's still has to be good content. It can't just be a cheap 471 00:31:42.640 --> 00:31:45.400 pack in between. People will know they'll drop off and they're not gonna get 472 00:31:45.400 --> 00:31:48.359 to your long form content. They might not even like your short form content 473 00:31:48.400 --> 00:31:52.960 because you screwed up somewhere. And I can think of people's emails that I've 474 00:31:52.960 --> 00:31:56.119 signed up for with high anticipation and honestly it wasn't any good. I won't 475 00:31:56.160 --> 00:31:59.920 call out any names, but I'm thinking of a few people who are top 476 00:32:00.000 --> 00:32:02.240 marketers right now that I signed up for their newsletter. I'm on something signed 477 00:32:02.319 --> 00:32:06.160 up and I don't even pay attention to their social anymore. I think about 478 00:32:06.160 --> 00:32:08.960 one newsletter, Benji, that I've stayed on actually for now several years, 479 00:32:09.000 --> 00:32:14.160 and it's the market tooonist and every week, I think it's every Monday, 480 00:32:14.200 --> 00:32:17.119 I get an email in my inbox. It's a visual graphic and it's it's 481 00:32:17.160 --> 00:32:21.680 basically a cartoon like you would read in the funny papers, but it's specifically 482 00:32:21.720 --> 00:32:27.960 for marketers. That probably, that single email probably drives that guy's entire business. 483 00:32:28.559 --> 00:32:31.480 Because when you have, when you have an email newsletter or or an 484 00:32:31.519 --> 00:32:37.480 email mechanism in your marketing mix that has that kind of specificity, you can 485 00:32:37.519 --> 00:32:40.400 now start to run ads. I think this is what Jay Klaus was talking 486 00:32:40.440 --> 00:32:45.920 about two in that session. You can run advertising to get people onto your 487 00:32:45.920 --> 00:32:49.960 newsletter. But that newsletter it's not just like sign up for my newsletter, 488 00:32:50.079 --> 00:32:52.160 it's like Hey, do you want? Do you want a funny comic strip 489 00:32:52.200 --> 00:32:57.920 in your inbox once a week about life as a marketer. Yeah, I 490 00:32:58.000 --> 00:33:00.279 want that. I'm not signing up for another news letter. I'm signing up 491 00:33:00.279 --> 00:33:05.240 for a funny comic Strip in my inbox. It is delivered via email, 492 00:33:05.519 --> 00:33:08.440 but I've now watched that guy's Ted talk or Ted x talk. I have 493 00:33:08.559 --> 00:33:12.839 consumed more of that guy's now. I don't think he puts out a lot 494 00:33:12.880 --> 00:33:15.799 of long form content. But for for us, like if we can figure 495 00:33:15.839 --> 00:33:20.680 out what our Hook is for B twob growth, that we could actually run 496 00:33:20.759 --> 00:33:23.359 ads against and say, Hey, do you want this in your inbox every 497 00:33:23.400 --> 00:33:27.640 week? If so, sign up here. Well, now we deliver on 498 00:33:27.720 --> 00:33:31.319 that. But then we can also point people to Dan Myself, your linkedin 499 00:33:31.359 --> 00:33:35.839 profiles, we can point people to what we're doing on Youtube when we start 500 00:33:35.880 --> 00:33:38.799 developing that. We can point them to like, obviously, the PODCAST, 501 00:33:39.319 --> 00:33:44.640 but getting them on that email, I think, is a really strategic would 502 00:33:44.680 --> 00:33:46.680 be a really strategic move for us. We just need to put a lot 503 00:33:46.720 --> 00:33:51.559 of thought into what is the hook that's going to actually get somebody to want 504 00:33:51.559 --> 00:33:53.799 to sign up for that, because if it's just regurgitating, Hey, these 505 00:33:53.799 --> 00:33:58.880 were the three episodes we dropped this week. Like people that subscribe to the 506 00:33:59.119 --> 00:34:01.880 like you used to stry to the podcast and figure out what what episodes we 507 00:34:01.960 --> 00:34:07.079 dropped. Like we need to do something more than just the regurgitated kind of 508 00:34:07.119 --> 00:34:10.840 throw it check the box of email. So like, Oh yeah, we 509 00:34:10.840 --> 00:34:15.239 we have an email newsletter. It's not enough to check the box. You 510 00:34:15.320 --> 00:34:20.960 have to be very, very thoughtful about what that email is. It's not 511 00:34:21.079 --> 00:34:23.440 enough to check the box. I like that that's a mic drop moment here 512 00:34:23.480 --> 00:34:27.119 at the end of this B two B growth episode. I think when we 513 00:34:27.159 --> 00:34:30.920 think of original research and the episodes we've done so far, we've come back 514 00:34:30.920 --> 00:34:34.960 to strategy and focus and having a unique p o v. over and over 515 00:34:35.000 --> 00:34:37.840 and over again we're hitting it from a different angle as we talk about email 516 00:34:37.920 --> 00:34:42.599 on this episode, but ultimately that's what we're driving home. Like you don't 517 00:34:42.679 --> 00:34:46.639 start something like this and get good at it just haphazardly. You're not gonna 518 00:34:46.679 --> 00:34:52.000 just wind up with an email that is really high performing quality content if you 519 00:34:52.000 --> 00:34:55.320 don't put in the strategy, if you don't have focus on why that's a 520 00:34:55.360 --> 00:34:59.480 medium you actually want to tackle and get good at. So, as we 521 00:34:59.519 --> 00:35:04.239 think about we would give up our email for you can just reverse engineer that, 522 00:35:04.320 --> 00:35:08.239 and that's why I loved this conversation today and we're always having conversations like 523 00:35:08.280 --> 00:35:10.920 this on B two B growth. We wanted to be insightful, we wanted 524 00:35:10.960 --> 00:35:14.679 to hit home for you right where you're at in your B Two b marketing 525 00:35:14.760 --> 00:35:17.000 journey, and I think hopefully today hit that mark for you. Uh, 526 00:35:17.320 --> 00:35:22.079 if you have an email resource that you really enjoy that hits your inbox, 527 00:35:22.119 --> 00:35:24.440 reach out to Dan, reach out to James, reach out to myself on 528 00:35:24.480 --> 00:35:27.719 Linkedin. Tell us a little bit about it, tell us what you thought 529 00:35:27.760 --> 00:35:30.800 about this episode. We'd love to chat with you about marketing over on Linkedin 530 00:35:31.199 --> 00:35:49.480 and we'll be back real soon with another episode. Cheers. We're always excited 531 00:35:49.519 --> 00:35:52.199 to have conversations with leaders on the front lines of marketing. If there's a 532 00:35:52.239 --> 00:35:55.960 marketing director or a chief marketing officer that you think we need to have on 533 00:35:57.000 --> 00:36:00.559 the show, reach out email me, Benji dot block at Sweet Fish Media 534 00:36:00.719 --> 00:36:07.559 Dot Com. I look forward to hearing from you. m