May 23, 2023 • 41 mins
Not every customer or prospect touch point is created equal in the world of industrial marketing. That’s one of the reasons you should be leveraging real-time marketing to meet prospects and customers on their terms. Real-time marketing is a way for your company to stand out in the onslaught of data.
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Episode Transcript
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Joey Strawn (00:00):
Welcome back everybody to another episode of
the industrial Marketer Podcastyour place for the tips, tech
trends and tactics forindustrials who care about
driving leads and revenue totheir businesses. I am one of
your hosts it's time for a hotJoey summer. And we got lucky
this year guys because Aprilshowers brought us some made
Nelses is now so how are ya?
Nels Jensen (00:24):
A Nels system is coming through.
Joey Strawn (00:27):
I left. It's a strong Nels coming in from the
southeast. Everybody get readybecause you're gonna learn a lot
about industrial marketing. Ihope everybody has their
knowledge, pails, or whateverthose are. Man, it's good to see
him a man Summertime is here.
We're talking marketing. Howhave you been?
Nels Jensen (00:47):
Been very well? How about yourself?
Joey Strawn (00:50):
No, you know, you know me, I just can't stay away
from all this marketing talk.
We're looking to get out intothe pool this summer. So what I
what when I do read marketing,it will be outside. And it will
be around the summertime fun.
But that's what we wanted totalk about today is not
summertime fun, although thiswill be fun. But being in the
(01:13):
here. And now, as b2b marketers,whether you're, you know, a b2b
tactician, whether you're in thefield every day, either on a
social platform or managingemails, or you know, optimizing
a website or whether you're atthe top level of strategy,
thinking about how you need tobetter engage with your
customers, your prospects andyour sales funnel, what we're
(01:35):
talking about today is going toapply to you because we're
talking real time marketing andreal time data, and using that
for your benefit, you know,history and what that all means
is going to be exciting when nowso because this is a topic that
a lot of people are talkingabout nowadays.
Nels Jensen (01:51):
Yeah, and it's, you know, I find our clientele at
least as we've discussed more ofthis with some of my was I had
an on site visit with a clientlast week. And it was really
interesting in the, in the sortof ends of the spectrum of wow,
this is awesome. And thenthere's also the, you know, I'm
(02:12):
just gonna say people have maybemy age and experience where
there's always the, this is kindof creepy.
Joey Strawn (02:18):
This is kinda creepy that this is kinda creepy
effect is, is rampant throughthis, I'll be honest.
Nels Jensen (02:25):
So you know, like many people, it's, there's,
there's a different, there'sobviously many different ways to
look at this, but I find this,you know, you have to offer up a
little bit of restraint when youget some of these touch points
and data points, but it's, Ifind it fascinating and I find
(02:45):
it just like this awesomeentryway into you know,
beginners level of ABM if youwant, you know, whatever we're
gonna have, we're gonna have agood time talking about this,
because I, I think it's just areally fascinating subject.
Joey Strawn (02:59):
Well, and I'm glad you mentioned that because I do
want people to know that we'regoing to be talking about a
diving into a BM there's no realway to talk about real time
marketing and how to use realtime data in now's market
without, but we're gonna gothrough the whole spectrum
because, you know, we want to onthis show, really dive in and
understand the topic, really seehow it's being applied and how
(03:20):
it's used. But we're gonna leaveyou with some sort of hands on,
you know, on the shop floorthought so, you know, stick with
us till the end. And we'rereally going to dive into some
ways that you guys can put thisto use this year, even if you're
not paying for a huge dataengine. But you know, one of the
things I want to start withNelson, I want to, at least for
our conversation today, it'sgoing to change, you know, and
(03:41):
that's fine. But I want us todefine kind of what we mean by
real time marketing, becauseover the years, it's changed and
fluctuated a little bit. Youknow, real time marketing used
to be like only paying attentionto the news and then tweeting
something that's relevant to thenews, like at one point in time,
that's what people called it.
What we're talking about isactually focusing your marketing
(04:02):
efforts around like events,feedback, content and trends
that are happening in real timeusing the channels at your
disposal, disposal a lot oftimes that social channels or
email channels, butunderstanding what's happening
in the here and now in yourmarkets and being able to
(04:23):
readily respond, adapt and reactto those realities. That's what
we're talking about today.
Nels Jensen (04:33):
Yeah, and in some cases, it you know, if your
legacy old school, you can thinkof real time marketing is almost
what happens at a trade show.
Yes, it's, it's, it's not. It'sthe same type of opportunities
and things to pay attention toand things to react to. So yes,
(04:54):
chances are, you've been doingreal time marketing before this.
Right, just in a differentformat and different technology
than you know, and there's inthat the scope is just much
wider and deeper for real timemarketing.
Joey Strawn (05:12):
Well, and you know what now I am going to use a
long standing tradition on theindustrial Marketer Podcast of
using an analogy and comparingsomething to trade shows. This
is in that vein of if you thinkabout approaching your market
online, as you would have atrade show, think of your ideal
environment, everybody that youwant to talk to, is there. And
(05:35):
man, wouldn't it be great if youknew every booth, they were
going to what they wanted to seeat that trade show everything
that was happening in their lifeand their favorite way to be
confronted at a trade show andwhat Starbucks drink they want
the most like? Wouldn't that bejust amazing now, so if you
could have all of thatinformation at your disposal,
when you walked into a tradeshow? I that's sort of what
(05:59):
we're talking about in thisworld like that is the ability
that some of these technologiesgive us nowadays is to know that
level of intent, desire,personal personalization, and
where they are in the buyingcycle, right at your disposal at
any point of time.
Nels Jensen (06:18):
Yeah, and I think, I'm not sure exactly how you
want to do this definitionthing. But I would like to add,
you know, the context that whenwe talk about real time, there's
literally real time, which canwork. But mostly, we're talking
about near real time, we'retalking about, like you want to
react to in the fairly soonhorizon. And obviously, this
(06:41):
depends on many, many, manyfactors. But you know,
Joey Strawn (06:44):
Actually Nels, thank you.
Nels Jensen (06:44):
Interrupting the phone call with Hey, now that
you're on the line, we've got,you know, that's
Joey Strawn (06:48):
Exactly. And you know, there are stats out there,
there's one that we found thatit's like, probably only seven
to 10%, of marketers right noweven have the ability to
implement, like real timemarketing at its highest level
of intent, you know, so thereality that we're dealing with
(07:11):
as industrial marketers is, realtime is going to be whatever
timeframe is most relevant toyour frequency, and your
audiences, because the inparentheses, the data will
always be there for you in realtime. And that's sort of what we
mean is that whenever you needto dip into that pool of
(07:32):
information, we want it to berelevant, up to date,
contextual, and targeted focusto your audience. And that is
what the benefit of real timemarketing and real time data
that we're talking about forindustrial marketers, because I
mean, now you make a really goodpoint is, there's no, there's no
(07:52):
reality in which our industrialmarketers or listeners this
podcast are sitting and justwaiting on Twitter for someone
to mention their brand name. Sothey can immediately tweet back
and then give them a call andanswer their question about, you
know, a circuit breaker or, youknow, what, just the best
inventory management system fortheir 17 warehouses, you know,
(08:13):
that's a different level of realtime, and maybe every other day,
on a regular scheduled dippinginto that resource pool is the
real time enough. So, you know,keep that reality in mind as
Nels Jensen (08:24):
Yeah, but another way to look at it, too, is there
you're listening.
is, you know, the time is ripeto get a mention in and I'll use
Amazon as the Amazon experienceis a great example. Because,
yes, I just bought, you know, anew circuit breaker. And Amazon
(08:44):
is asking me, Hey, is this agood time to think about the
latest and greatest andswitchgear? You know, so, you
know, they're getting, they'restaying on my radar screen
there, give prompting a thought.
And that that's very passive,right? You can just Oh, yeah,
whatever, or you can have, Ijust bought that. I don't have
that kind of money, whatever.
(09:05):
But that is an example of sortof real time marketing. And real
time marketing, as we'll discusscan be more active, and it can
be more passive. And it's justthat it's just a reminder, I use
the Amazon analogy as a reminderthat there's lots of different
forms of marketing, and there'slots of different forms of real
(09:26):
time marketing. And, you know,it's just, it's always a
balance, right? It's always amatter of just getting on the
radar screen. It's a matterabout knowing what your intent
is, you know, the buyers intentis, and it's just what is the
right message at the right timein the right place, right. And
now it's, I think it says, Allright,
Joey Strawn (09:46):
Well, you know what, I want to take it down a
level deeper than that and usethat exact example to talk about
how industrial marketers thatmay be listening to this could
implement something like thatwith the systems they have in
place because you know, it'sseems magical when Amazon does
it, oh my goodness, how did theyknow that I was looking at this
and then abandoned my cart. Weall know that the email systems
(10:07):
we use, whether it be my AMA, orShopzilla, or, you know, oh,
man, HubSpot, any of those theycan set well, they can get you
all set up on the email drips,don't worry about that. But if
you have your website taggedbetween related products, if you
have monitoring on your websitefor when people leave certain
(10:30):
pages, then all it takes is acouple automated triggers to say
if someone buys this, then theyare relatively interested and a
need for this. So send them amessage about this through our
email server when this actionhappens. So right, once you know
it's just like any sort of pinand Teller or David Copperfield
(10:50):
trick is like once you know, themechanics behind it, it can be
really impressive, but some ofthe magic, it gets defined a
bit. And that's what we want tobe able to do is like looking at
these tools, looking at thisidea of real time marketing and
real time data, you know, howcan we put that to use not
everybody's ready for ABM? Solet's start with just marketing.
(11:13):
How can a pelican an industrialmarketer really put real time
analytics and real timemarketing to use? Social is the
first thing everyone's gonnathink of? So let's get it out of
the way. Yeah, so.
Nels Jensen (11:26):
So actually, I haven't really thought about
social in the sense except forI'm aware that users now have
the same sort of demands for b2bthat they have for b2c, that,
you know, if I want to complainabout an experience or a
product, I can go on socialmedia, and I may well get a
customer service response from abrand, right is, is that what
(11:48):
we're talking about?
Joey Strawn (11:49):
A level of it? Yes, it takes it a step further to of
being able to set up likesetting up a HootSuite or a
Social Mention and listening forbrand names. So if someone's
asking a question, they may notbe tweeting at your handle or
posting on your Facebook, butyou're listening for questions
that are related to yourproducts, you know, so it'd be
(12:09):
like, well, what are you know,how can I save money on my
energy bills, that seems likeI'm getting, you know, killed by
the energy company every year.
And then you sent us like, Hey,did you know you could refurb
your, your circuits with thesesorts of chips, and these sorts
of things. And here's someinformation about it. So it's on
that level two of being able torespond in real time and
listening on social media forthings that people say, the
(12:33):
reality, again, we go back toit, do you does everyone have
the capacity, or the depth ofteam and their marketing
department to do that? Notalways, but there are tools that
will listen for you and canprovide you reports. And you can
even set it, you know, I knowsome of them Sprout Social
buffer, and a handful of others.
(12:57):
If there are key terms ortrigger phrases, or red alert
terms, or however they defineit, it can notify you
immediately. So if there's alevel of hierarchy that you need
to be on alert for all the time,you can set that up, and then
everything else gets deliveredin a daily, weekly or monthly
report. So you know, justlistening on social being
(13:18):
present, is something that a lotof people will naturally think
of when we think of real timemarketing, because that's sort
of the first thing that comes tomind is oh, well, how do you
talk to people in real time?
Social media? On the market?
Nels Jensen (13:32):
Right? Sounds a little bit like chatbots, and a
website terms of hey, what can Ihelp you with? Or
Joey Strawn (13:38):
That is very much an example of real time
marketing. But on your website,you know, understanding which
pages, we can shift off thesocial and actually go to that's
a great channel to think of somereal time analytics about
because what are you doing onyour website? Are you looking at
the pages that are most popular?
You know, how do people getthere? What do they do when
(13:59):
they're there? And are youprepared with a chat bot or a
button that leads to a resourcethat was applicable to that
page? Are you ready in thosereal time moments to provide the
answer that they're looking for?
Slash parentheses? Do you evenknow the question that they're
(14:19):
asking?
Nels Jensen (14:20):
Yes, well, right.
And we've touched on this beforebut the underutilized FAQs,
especially talk to your customerservice, people talk to your
salespeople, you know, if you'renot sure, what are the most
frequently asked questionsrelated to your product, your
service, the maintenance, all ofthat? I mean, you know, we've
talked about that before. Forgoodness sakes, utilize FAQs.
(14:40):
And on your websites. It's it'ssuch a frequently visited page
on websites because people havequestions
Joey Strawn (14:51):
Right. And as this is a common staple on our show,
as well as industrial marketers,but hey, there's another
opportunity to build a libraryof resources that answer those
questions. If you know you getasked them a lot, build very
helpful, sophisticated, easy toread and use and distribute
(15:13):
pieces that answer thosequestions. This can be just on
hand and on deck to answer onsocial that we talked about
before, this can be linked atthe exact right time on your
website when people go, but it'sa great thing.
Nels Jensen (15:29):
You're telling me you can, in real time steer
people to these answers.
Exactly.
Joey Strawn (15:34):
And you know what, let's, let's jump to another
channel. So before we even diveinto the ABM of it all, but
another real time opportunity,we mentioned it earlier, and
we're going to talk about itagain. But trade shows,
conferences, you don't even haveto be ready to go but knowing
about what conferences arehappening, being ready to set up
(15:55):
maybe geo targeted ads in thecity that you know, a conference
of your target audience is goingto be understanding which of
your audience is going to bethere to send them emails, or
social mentions or text messageswhile they're at the show in
quote unquote, real timescheduled it beforehand. But had
(16:16):
that happened for them in realtime at the show.
Nels Jensen (16:22):
I saw one of these in use. And obviously I'm I'm
not as tech savvy as you are inthe stuff or you know, for those
of you who don't know, I'm oneof the word guys to writes
longer form content and Joeyknows all about all the rest,
but we do chart some truckdriver recruitment. And
actually, I actually saw thisunused when I was on the road
(16:43):
recently on a on a long drive asyou know, you enter a truckstop
and you are in the real timezone for some driver
recruitment. You know Yeah, it'sit's not just on while you're at
the trade show. It's on whenyou're in the restroom, you
know,
Joey Strawn (16:58):
Oh my oh my goodness, there are there had
there are ways that and thereare networks you can do this for
you know, with truck drivingspecifically but within all
industries is truckstops ingeneral have a network of
internet comm internet. COsponsoring so before you log on
to the free Wi Fi at a pilot'syou may have to click through a
(17:21):
JB Hunt or a PAM transport ad onyour way through so you get
brand visibility. It's you know,that idea of surrounding your
audience, and which is a perfectsegue into ABM. You know, this
is a huge topic nails,everybody's talking about
Account Based Marketing andAccount Based Marketing and ABM
(17:43):
of the future. You know, we'veI've seen reports up to say that
up to like 94 95%, of marketingdepartments claimed they have an
active ABM program. I don't knowif that's true or not. But you
know, we see these reports thatit's definitely growing. We
could we've had episodes on it,please go back and listen to our
archives on ABM. But the idea atits heart is surrounding
(18:08):
targeted, chosen importantprospects with personalized,
relevant information. And thereis no way to do that in today's
world without using a real timedata collection, analysis and
some sort of real time marketingactivity. It's just, this is
baked into the DNA of ABM as youwant to deliver those
(18:28):
experiences to the, you know,CEO of Exxon at exactly the
right moment when they arelooking for you. And that's a
big part of ABM is understandingthose data fields, and really
diving into the tools that allowyou to do that.
Nels Jensen (18:45):
Yes, and my reference at the beginning of
this episode, you know, was farless precise than what you're
talking about. But generallyspeaking, you you know, the
beauty of real time marketing,you learn of these touch points,
with the client potentialprospect, rather ideal client
profile. And, you know, it setsup opportunities for you to do
(19:08):
your research and check it out.
And, okay, this is, you know,we're, we had some touchpoint
with this person from thiscompany, and maybe you're not
even aware what the company doesyou check it out, and it's like,
Ooh, wow, this is gold, youknow, so. And I realized that
what, in some cases, you'retalking about automation, you
(19:29):
know, in streamlining and insome cases, it depends upon how
niche you are, but a lot of ourclients you're talking about,
you know, the, the buyingjourney is so complex that it's
worth checking out all thesetouch points. You may have, you
know, a dozen a day but you knowwhat, who, you know, who is
buying stuff on our E commercesite and holy exactly when that
(19:50):
is, these folks would beawesome. We don't they're not a
key account for us. How do we,how do we engage with them? How
do You know, whether you're...
Joey Strawn (20:01):
Let's go to a pool of Resources and find something
relevant to their needs,
Nels Jensen (20:06):
Right? Or let's at least research to figure out,
what do we have any, you know,special entrees into this
company, whatever. But that's,that's sort of the less
sophisticated technologicalapproach, but it's gold. It's
like, you know, we've we know ofclients who, you know, just
poked around on Well, who'sactually buying the excess
(20:27):
varieties? And could we sellthem the big equipment? You
know, it works?
Joey Strawn (20:31):
Well. And, you know, in our previous episodes,
about the ABM methodologies wetalked about, well, one of the
first steps is figuring out thatcore list of clients, let's say
what you do involves nuclearreactors, or power plants, there
may only be 15 of your clientsin the whole country, you know,
purchasing managers for anuclear facility, who knows the
(20:54):
very small target, but if youknow what those companies names
are, you can find theirwebsites. And if you have the
correct data points, you canknow who works there, and which
websites they go to, and whichtrade shows they go to. So you
start to be able to build anetwork to surround those
specific people with uniqueexperiences. I mean, it'd be
(21:14):
fantastic if without you havingto do just watching your website
all the time, if the CEO of thenuclear reactor plant that you
need to be talking to shows upand the websites like, Hey,
David, did you know that ourcompany XYZ, you know, react,
your cleaners can do this foryour company, like Call us today
(21:36):
at this specific number, David,of the company we want to work
for that would be the level ofpersonalization that we're
talking about with ABM. And butsomething like that's going to
take real time data analysis toknow that a, who's there, and
what servers are they using? Be?
When are they cookied? And whenare they on the site? And what
sort of information do they needto be shown? So this, it's all
(21:58):
sort of wrapped up in that mixof if this is you can do this at
a very, very rudimentary level,like we would say baby step into
it Kaizen your way, throughlearning how to ABM exactly how
you describe nails, all the wayup to that very sophisticated,
we're paying 1000s of dollarsfor a tool like Terminus or
(22:19):
Bambara, to target focus, youknow, laser focus on these
companies. And everywhere inbetween, you can
Nels Jensen (22:30):
You can look at it the target laser focus is, is
one end of the spectrum andjust, you know, sort of instant
qualifying of leads is another,you know, so it's Yep.
Joey Strawn (22:42):
So I mean, and we know, it sounds like a big a big
lift is like, oh, real timeanalytics, real time marketing,
I'm gonna have to always bedoing this. But I want to harken
back to what we said at thebeginning is real time for us
industrial marketers in the b2bsupply chains. And, you know,
the gritties of it all, thatlooks very different. And it can
(23:04):
look exactly how it needs to forwhatever frequency is real time
enough for your buying cyclesand your audiences. But there
are definite benefits. I mean,we've we've seen people, you
know, who implement this reallydo benefit. One thing is in on
the retention side, somethinglike 85% of marketers say that
ABM significantly increasedtheir than retaining and
(23:28):
expanding client relationships,because you're giving them more
care, they're giving them morehelp and support and
personalization.
Nels Jensen (23:37):
It's it's think about the organic growth
possibilities is okay, not onlynow you know, who you're doing
business with, but you havemore, you know, real time
touchpoints about how they'reengaging with you. So, yes,
retention, retention is a bigdeal. And it kind of helps you,
as I like to say play offensivedefense at the same time. Yes,
(23:58):
the retention helps to keep themas customers, but it also allows
you to market them to otherproducts and other services.
Right?
Joey Strawn (24:05):
Well, and in the retention is a huge deal
nowadays. Now, after COVID. Andthe pandemic and shutdowns we're
still coming out of that. Imean, knows you and I know
specific clients and and peoplewho have backlogs and so they're
like, retention is important forus, because we cannot take on
new clients, we are working witha limited universe, and we have
(24:27):
this so retaining what we haveis of utmost importance, and a
lot of people are in that vein,you know, go back to the nuclear
reactor example. If there's only15 people you can sell to,
there's not a lot of lead genavailable. Outside of those you
can if
Nels Jensen (24:43):
You can, you can bet it's going to be less
expensive to keep them than tobring in a new one. Right?
Joey Strawn (24:48):
Exactly. So you know, the the fact that real
time marketing can help withretention is a huge benefit.
We've also seen the size ofaccounts improve You know, ABM
specifically but you know realtime marketing and focusing can
increase the average size ofdeals, you get more money
(25:09):
because you have more trust, yousee more areas that you can help
along the way. And I mean, thisis there was one that I think
that was the staff that I'dfound now. So yeah, it was the
Teesta status to like to, thatsounds fun stuff Teesta. they
project it by 2025, there'll bemore than 24 billion
(25:31):
interconnected devices in usearound the globe, like providing
data points for us to takeadvantage of the Reach that's
going to be available throughthis real time data is
exponentially growing everyyear. So if there is a large
audience, and if there is anaudience segment that you need
to dive into this real timedata, and these real time
(25:53):
marketing activities are goingto be a significant way to get
that reach and hit that audiencein a timely and consistent
manner.
Nels Jensen (26:03):
Yeah, I think it falls under the categories of,
you know, real time marketing.
And again, there's a bigspectrum of what real time
marketing is, but some of it isa differentiator now, but it'll
be a table stake shortly, right?
Joey Strawn (26:20):
It'll know exactly.
Nels Jensen (26:22):
If you're, if you're not doing it, you're
falling behind kind of thing.
Joey Strawn (26:25):
Yeah. And like I said, you know, going back to
what we said at the beginning,about, you know, 94 95% of
people are say they're tryingABM in some form or fashion,
whether they're doing itcorrectly up for grabs. But, you
know, they're saying they'redoing it. So again, table
stakes, all of this stuff isgoing to eventually either be
(26:46):
table stakes, or you're playinga lot of catch up against your
competitors. And in theindustrial sectors, that's
sometimes that can beinsurmountable
Nels Jensen (26:56):
to pass. Yeah.
Joey Strawn (26:58):
But you know, what I, a lot of people probably
listening. They're saying, Well,how do we do this, we've got,
you know, like, a team of two,we want to actually put some of
this to work. So now as I say,we head on down to the shop
floor, and actually talk aboutthree real things people can
explore.
Nels Jensen (27:16):
Sounds good. How do you get started? Right?
Joey Strawn (27:18):
All right, let's head on down there. All right, I
hope everybody is imaginary onthe shop, floor it segment music
played and that you loved it. Wewant to put this in perspective,
we want to hit the groundrunning and have people get
started using real timemarketing in 2023. So we've come
(27:39):
up with three ways that we thinkwe can do that. And let's just
talk about them. So the firstway, is, just listen, listen to
what people are saying out inthe market. You know, one of the
things that I'm going to proposeas the tech guy here is go and
set up Google Alerts. You don'thave to buy fancy social
listening software, you don'thave to subscribe and buy all
(28:01):
the magazines, go into Google,set up free Google alerts for
industry terms, industry trends,issues that you know, that
affect your industry. And justpay attention to as those
notices come in, there might bea large thing that you need to
address as a brand, that wouldcome in through a Google alert.
(28:21):
And that's free and easy. And itcomes right to your inbox. But I
mean, outside of that, you know,do everything we talked about
before. I mean, now, so wetalked about conferences,
there's events, newsletters,just be invested in the industry
that you're providing.
Nels Jensen (28:39):
Yeah, and that the listening that the Google
Alerts, you'll quickly learn ifyou've not used them before is
you have to be narrow enough. Soyou just aren't inundated with
useless data, you know, Oh,yeah. You can't just use a term
that's out there voluminouslyevery single day. But yes, but
your, your, your company name,your product names. And then you
(29:01):
can sort of broaden it a littlebit from there, you could go
after certain very narrow painpoints that maybe people might
be talking about whatever. Butyeah, it Google Alerts is it
takes some refinement, you haveto pay attention to you know,
really, truly benefit from it,you have to really learn how to
leverage it. But for each freetool, very powerful.
Joey Strawn (29:23):
And you know, sticking in the age of free,
sign up for newsletters, ifthere are influencers that you
respect in your industry ortheir newsletters from
associations, or event groupsthat support your industry, sign
up for their newsletters andjust keep a thumb on what's
going on. So listening in thoseareas is is always you know, a
(29:43):
high high recommend.
Nels Jensen (29:45):
Also this kind of old school. That's kind of old
school. Yeah, real time. Yeah.
Joey Strawn (29:50):
And then later in the new school if you have a
social tool if you have SproutSocial or Buffer or HootSuite or
one of those set up listeningfeeds listen for your brand
names. set up their frequentlyasked questions or key, you
know, as Nell said, like redalert or problem areas or you
know, issues that people willtalk about. And if you have
those tools already there,there's no reason you shouldn't
(30:12):
be using them to listen. Sothat's the first thing you can
do in 2023, to be a real timemarketer, listen to what's going
on in real time. And, again,define real time as what makes
the most sense for yourindustry. Number two, Nelson,
what do we have for number two?
Nels Jensen (30:30):
Well, I think we mentioned it earlier, it's like
your, your, what resources doyou have? And are they up to
date? So that you can answerquestions for people and send
out information that people areasking, you know, the automated
email drips the, you know, FAQkind of thing. Basically, are
(30:52):
you prepared to answer questionsin real time,
Joey Strawn (30:55):
And that is a, you know, one, this is going to be a
valuable exercise for real timemarketing what we're talking
about today, but man, if you gothrough, and you collect those
PDFs, those videos, those onesheeters, those product
brochures, those FAQ PDFs,that's going to save you a lot
of trouble in the future,especially if a question comes
out on social media, onFacebook, on Twitter, and you
(31:18):
need to answer early quickly,it's a lot better if you seem
prepared, and you seem like theexpert. The other thing is,
let's go through all the otherchannels. Real time on your
website, you know that peoplehave a question or want to see
how something works when they'reon a page on your site, put a
video there are real timeanswers. So they can watch it,
(31:38):
have a chat bot there that'sgoing to pop up when they watch
the video and ask them if theyif they want to talk to a
technician or engineer about theprocess of development, you
know, be ready to share thosethings in the in your customers
and your potential clientsjourney along the way. So once
you have them all, they're inthe same place, you're you're a
(32:00):
lot stronger than a lot of yourcompetitors. And then the third
one here that we've had, listen,we have resource. And the third
one here is just test, test,play around with something, you
know, whether you whether it's atool, whether it's a process,
just pick one of your mostvaluable channels, and test it.
(32:23):
I'll give you some exampleshere. So if you if your website
is ecommerce site, or yourwebsite is your home base, and
as the most important marketingchannel you have, then look at
some real time data using GoogleAnalytics. Or if you pay for
Omniture, you could set it upthere. Clicky is a good tool
that will do it but set up a wayto see what is happening on your
(32:47):
website, which pages people goto when and why they leave and
monitor that maybe social mediais your huge channel, you have a
very active audience and youneed HootSuite or Buffer Sprout
Social Great. On some moreintegrated systems. Maybe this
is the year that you need totest a marketing system like
(33:07):
HubSpot, or sign up forSalesforce marketing cloud. If
you guys if your salesorganization is a Salesforce
team, maybe this is the year todo that. Because a lot of those
tools come with real timeabilities and real time
marketing functionalities.
Nels Jensen (33:24):
So that's your, your marketing automation too.
So that's right. That's this canbe the Always On components in
addition to, you know, the datacollection, which is just
invaluable. Right,
Joey Strawn (33:37):
Exactly, exactly.
Having the data is invaluable,but then having a tool that
translates it and allows you totake action based off it. Maybe
this is the year to actuallyimplement something like that.
You know, if you're ready totake the next step, ABM is a big
deal. We've talked about a lotthere are a lot of tools that
are out there that can help youspecifically implement these
(33:58):
programs. HubSpot has some butthere are ones that are built
exactly for it Terminus ABM, sixcents zoominfo, Bara there's a
ton. If that most of them havetrials, most of them have video
demos, all of them do webinars,and we'll walk you through their
methodologies. So reach out tothem test one of their systems
(34:20):
and see if a tool like that isready. See if you guys are ready
for that. That that would beprobably the top end of the
spectrum here. But all of thoseother things, pick something,
pick a valuable channel and testsome way to be active within it
in a real time setting. Andthat's the third, the third
(34:43):
piece of advice.
Nels Jensen (34:45):
Yeah, it's, it's all about how can you be finding
the alignment of how can you beresponsive and when we say real
time, it might even be thatokay, that just means that once
a day you're going through theGoogle Analytics and Checking to
see who actually is coming tothe site. And you might be
looking at, you know, a big hugespreadsheet, but you might
(35:06):
recognize two or three companynames, and then you're passing,
you're passing that off to asalesperson. And then sometime
in the next couple days they'recontacting, and the two three
day span might be fine. Yeah,hey, we noticed you did this, or
you bought that, you know, insome cases, some cases might
call for more immediate, youknow, hey, can we put together,
(35:26):
you know, a proposal for you?
Can we price that out for you?
Can we, you know, I mean, theanswer is always It depends,
right. But, you know, so choosesomething that you can manage
within your current setup andstructure and personnel to, it's
like, you know, and that's,we've, we've dealt with this
many, many times where, well,you can't give, you can't give
(35:49):
Joe the CRM thing, because youknow, he's retiring next year.
And the last thing he's gonna dois learn new technology. Yeah.
Go go with readiness, right,align with what would work for
your operation and your staff.
Joey Strawn (36:07):
Well, and again, know your industry, and then all
of our industrial marketers thatare listening to this are going
to be experts in their industry,because it the stats are going
to change, you know, now, youhad mentioned in some days, a
two day 48 hour turnaround isperfectly fine for an outreach.
But there are other studies thatshow like after like seven
(36:27):
hours, you start to lose 10s ofpercentages of chances of
getting in contact with them.
Yep. So exactly, you know, lookaround and look at some of those
studies in your industry andknow what the expected response
time is, or the average responsetime for your industry. Because
if you're not meeting that,that's a problem, right there,
at least get up to the averageresponse time, if not real time
(36:47):
response time.
Nels Jensen (36:51):
You make Yeah, you make you make a good point that
sometimes these tools willreveal other issues within your
organization, too. Yes. Andwe've seen that we've seen that
repeatedly. With martec. It'slike, okay, so we streamline
your application process, andwe're delivering more job
applicants than ever. But theyall seem to get stuck at the
(37:12):
same spot. So maybe it'ssomebody who's conducting the
interviews, or somebody who'sscreening things and throwing
out the, you know, certainpeople, whatever, these
sometimes these tools do revealother other pain points and
hurdles within yourorganization. And that's a
benefit, right? It's
Joey Strawn (37:29):
Which is all the more reason to test. Exactly,
yeah, the benefit and learn. Andthat's, that's why we you know,
as industrial marketers, we arealways proposing a Kaizen
approach, you know, test, learn,Go forward, go back, go forward,
go back, but understand whatyour market is, understand what
(37:50):
your end goal is, and understandthe efficiencies you're learning
along the way. And that's whytesting, especially in the area
of real time, marketing is goingto be so important for a lot of
the listeners of this podcast.
So, you know, we'll wrap up withthe three real time things to
explore in 2023 is again, first,just listen, whether that's
(38:10):
Google Alerts, or a social tool,or subscribing to newsletters,
just listen to what's going onin your industry, because there
will be a time your brand needsto involve itself and you need
to be ready. And you can beready by number two, resourcing
up, find your PDFs, find yourone sheeters update your
(38:31):
marketing collateral, make surethat everything matches and is
accurate and is up to date yoursalespeople know where they are
your marketing people know wherethey are. And when people ask
you questions online, you knowwhere those answers are, that's
going to be huge. And thenfinally, test, don't have to
test everything. But picksomething this year to test on
(38:54):
whether it's website, chat botsin real time, whether it's
social media improvements onreal time, customer service,
whether it's implementing alarger system, but find
something to test this year toeither uncover efficiency needs,
or uncover ways that you can usereal time data that you hadn't
(39:17):
thought of before. This is goingto be a learning experience for
everybody, especially the moreand more sophisticated the
technology gets. And that's onlygoing to keep going. So this is
something that we're all goingto be keeping up with together.
Now, so anything to add beforewe get out of here,
Nels Jensen (39:36):
Joey Joey, that was well said, you're going to learn
a lot just by testing you alwaysdo. And this is a perfectly this
is a really good case forexperimentation. You can learn a
lot before you decide how toinvest.
Joey Strawn (39:53):
I agree. And as always, guys, if you have any
other questions about real timedata, real time marketing Now
you could use it for yourindustrial or b2b company, shoot
us an email, we'd love to talkabout the sort of stuff. So
email us at podcast atindustrial marketer.com Or go to
industrial marketer.com. We havenewsletters, we have things you
(40:14):
can read, there's things you cansubscribe to. And watch. There's
a lot of learning to be hadthere. And we have a great
community. So get involved, youknow, subscribe to this podcast.
We have great episodes coming upthe rest of this year, go back
in our archive and see all thatwe've already talked about in
the realm of ABM, to add somecontext behind some of the
things we said today. But youknow, this is going to be a
(40:36):
great year for learning. This isgoing to be a great year and the
next couple years for technologyand marketing integrations, and
especially the industrialsectors playing a little catch
up but in some areas, gettingahead of the curve. So we all
want to experience thattogether. So you know, keep
listening, keep talking. We welove you guys. We love the
(40:59):
industrial marketer community.
And until next time, I am Joeyand that's nows. See you guys
Welcome back everybody to another episode of
the industrial Marketer Podcastyour place for the tips, tech
trends and tactics forindustrials who care about
driving leads and revenue totheir businesses. I am one of
your hosts it's time for a hotJoey summer. And we got lucky
this year guys because Aprilshowers brought us some made
Nelses is now so how are ya?
Nels Jensen (00:24):
A Nels system is coming through.
Joey Strawn (00:27):
I left. It's a strong Nels coming in from the
southeast. Everybody get readybecause you're gonna learn a lot
about industrial marketing. Ihope everybody has their
knowledge, pails, or whateverthose are. Man, it's good to see
him a man Summertime is here.
We're talking marketing. Howhave you been?
Nels Jensen (00:47):
Been very well? How about yourself?
Joey Strawn (00:50):
No, you know, you know me, I just can't stay away
from all this marketing talk.
We're looking to get out intothe pool this summer. So what I
what when I do read marketing,it will be outside. And it will
be around the summertime fun.
But that's what we wanted totalk about today is not
summertime fun, although thiswill be fun. But being in the
(01:13):
here. And now, as b2b marketers,whether you're, you know, a b2b
tactician, whether you're in thefield every day, either on a
social platform or managingemails, or you know, optimizing
a website or whether you're atthe top level of strategy,
thinking about how you need tobetter engage with your
customers, your prospects andyour sales funnel, what we're
(01:35):
talking about today is going toapply to you because we're
talking real time marketing andreal time data, and using that
for your benefit, you know,history and what that all means
is going to be exciting when nowso because this is a topic that
a lot of people are talkingabout nowadays.
Nels Jensen (01:51):
Yeah, and it's, you know, I find our clientele at
least as we've discussed more ofthis with some of my was I had
an on site visit with a clientlast week. And it was really
interesting in the, in the sortof ends of the spectrum of wow,
this is awesome. And thenthere's also the, you know, I'm
(02:12):
just gonna say people have maybemy age and experience where
there's always the, this is kindof creepy.
Joey Strawn (02:18):
This is kinda creepy that this is kinda creepy
effect is, is rampant throughthis, I'll be honest.
Nels Jensen (02:25):
So you know, like many people, it's, there's,
there's a different, there'sobviously many different ways to
look at this, but I find this,you know, you have to offer up a
little bit of restraint when youget some of these touch points
and data points, but it's, Ifind it fascinating and I find
(02:45):
it just like this awesomeentryway into you know,
beginners level of ABM if youwant, you know, whatever we're
gonna have, we're gonna have agood time talking about this,
because I, I think it's just areally fascinating subject.
Joey Strawn (02:59):
Well, and I'm glad you mentioned that because I do
want people to know that we'regoing to be talking about a
diving into a BM there's no realway to talk about real time
marketing and how to use realtime data in now's market
without, but we're gonna gothrough the whole spectrum
because, you know, we want to onthis show, really dive in and
understand the topic, really seehow it's being applied and how
(03:20):
it's used. But we're gonna leaveyou with some sort of hands on,
you know, on the shop floorthought so, you know, stick with
us till the end. And we'rereally going to dive into some
ways that you guys can put thisto use this year, even if you're
not paying for a huge dataengine. But you know, one of the
things I want to start withNelson, I want to, at least for
our conversation today, it'sgoing to change, you know, and
(03:41):
that's fine. But I want us todefine kind of what we mean by
real time marketing, becauseover the years, it's changed and
fluctuated a little bit. Youknow, real time marketing used
to be like only paying attentionto the news and then tweeting
something that's relevant to thenews, like at one point in time,
that's what people called it.
What we're talking about isactually focusing your marketing
(04:02):
efforts around like events,feedback, content and trends
that are happening in real timeusing the channels at your
disposal, disposal a lot oftimes that social channels or
email channels, butunderstanding what's happening
in the here and now in yourmarkets and being able to
(04:23):
readily respond, adapt and reactto those realities. That's what
we're talking about today.
Nels Jensen (04:33):
Yeah, and in some cases, it you know, if your
legacy old school, you can thinkof real time marketing is almost
what happens at a trade show.
Yes, it's, it's, it's not. It'sthe same type of opportunities
and things to pay attention toand things to react to. So yes,
(04:54):
chances are, you've been doingreal time marketing before this.
Right, just in a differentformat and different technology
than you know, and there's inthat the scope is just much
wider and deeper for real timemarketing.
Joey Strawn (05:12):
Well, and you know what now I am going to use a
long standing tradition on theindustrial Marketer Podcast of
using an analogy and comparingsomething to trade shows. This
is in that vein of if you thinkabout approaching your market
online, as you would have atrade show, think of your ideal
environment, everybody that youwant to talk to, is there. And
(05:35):
man, wouldn't it be great if youknew every booth, they were
going to what they wanted to seeat that trade show everything
that was happening in their lifeand their favorite way to be
confronted at a trade show andwhat Starbucks drink they want
the most like? Wouldn't that bejust amazing now, so if you
could have all of thatinformation at your disposal,
when you walked into a tradeshow? I that's sort of what
(05:59):
we're talking about in thisworld like that is the ability
that some of these technologiesgive us nowadays is to know that
level of intent, desire,personal personalization, and
where they are in the buyingcycle, right at your disposal at
any point of time.
Nels Jensen (06:18):
Yeah, and I think, I'm not sure exactly how you
want to do this definitionthing. But I would like to add,
you know, the context that whenwe talk about real time, there's
literally real time, which canwork. But mostly, we're talking
about near real time, we'retalking about, like you want to
react to in the fairly soonhorizon. And obviously, this
(06:41):
depends on many, many, manyfactors. But you know,
Joey Strawn (06:44):
Actually Nels, thank you.
Nels Jensen (06:44):
Interrupting the phone call with Hey, now that
you're on the line, we've got,you know, that's
Joey Strawn (06:48):
Exactly. And you know, there are stats out there,
there's one that we found thatit's like, probably only seven
to 10%, of marketers right noweven have the ability to
implement, like real timemarketing at its highest level
of intent, you know, so thereality that we're dealing with
(07:11):
as industrial marketers is, realtime is going to be whatever
timeframe is most relevant toyour frequency, and your
audiences, because the inparentheses, the data will
always be there for you in realtime. And that's sort of what we
mean is that whenever you needto dip into that pool of
(07:32):
information, we want it to berelevant, up to date,
contextual, and targeted focusto your audience. And that is
what the benefit of real timemarketing and real time data
that we're talking about forindustrial marketers, because I
mean, now you make a really goodpoint is, there's no, there's no
(07:52):
reality in which our industrialmarketers or listeners this
podcast are sitting and justwaiting on Twitter for someone
to mention their brand name. Sothey can immediately tweet back
and then give them a call andanswer their question about, you
know, a circuit breaker or, youknow, what, just the best
inventory management system fortheir 17 warehouses, you know,
(08:13):
that's a different level of realtime, and maybe every other day,
on a regular scheduled dippinginto that resource pool is the
real time enough. So, you know,keep that reality in mind as
Nels Jensen (08:24):
Yeah, but another way to look at it, too, is there
you're listening.
is, you know, the time is ripeto get a mention in and I'll use
Amazon as the Amazon experienceis a great example. Because,
yes, I just bought, you know, anew circuit breaker. And Amazon
(08:44):
is asking me, Hey, is this agood time to think about the
latest and greatest andswitchgear? You know, so, you
know, they're getting, they'restaying on my radar screen
there, give prompting a thought.
And that that's very passive,right? You can just Oh, yeah,
whatever, or you can have, Ijust bought that. I don't have
that kind of money, whatever.
(09:05):
But that is an example of sortof real time marketing. And real
time marketing, as we'll discusscan be more active, and it can
be more passive. And it's justthat it's just a reminder, I use
the Amazon analogy as a reminderthat there's lots of different
forms of marketing, and there'slots of different forms of real
(09:26):
time marketing. And, you know,it's just, it's always a
balance, right? It's always amatter of just getting on the
radar screen. It's a matterabout knowing what your intent
is, you know, the buyers intentis, and it's just what is the
right message at the right timein the right place, right. And
now it's, I think it says, Allright,
Joey Strawn (09:46):
Well, you know what, I want to take it down a
level deeper than that and usethat exact example to talk about
how industrial marketers thatmay be listening to this could
implement something like thatwith the systems they have in
place because you know, it'sseems magical when Amazon does
it, oh my goodness, how did theyknow that I was looking at this
and then abandoned my cart. Weall know that the email systems
(10:07):
we use, whether it be my AMA, orShopzilla, or, you know, oh,
man, HubSpot, any of those theycan set well, they can get you
all set up on the email drips,don't worry about that. But if
you have your website taggedbetween related products, if you
have monitoring on your websitefor when people leave certain
(10:30):
pages, then all it takes is acouple automated triggers to say
if someone buys this, then theyare relatively interested and a
need for this. So send them amessage about this through our
email server when this actionhappens. So right, once you know
it's just like any sort of pinand Teller or David Copperfield
(10:50):
trick is like once you know, themechanics behind it, it can be
really impressive, but some ofthe magic, it gets defined a
bit. And that's what we want tobe able to do is like looking at
these tools, looking at thisidea of real time marketing and
real time data, you know, howcan we put that to use not
everybody's ready for ABM? Solet's start with just marketing.
(11:13):
How can a pelican an industrialmarketer really put real time
analytics and real timemarketing to use? Social is the
first thing everyone's gonnathink of? So let's get it out of
the way. Yeah, so.
Nels Jensen (11:26):
So actually, I haven't really thought about
social in the sense except forI'm aware that users now have
the same sort of demands for b2bthat they have for b2c, that,
you know, if I want to complainabout an experience or a
product, I can go on socialmedia, and I may well get a
customer service response from abrand, right is, is that what
(11:48):
we're talking about?
Joey Strawn (11:49):
A level of it? Yes, it takes it a step further to of
being able to set up likesetting up a HootSuite or a
Social Mention and listening forbrand names. So if someone's
asking a question, they may notbe tweeting at your handle or
posting on your Facebook, butyou're listening for questions
that are related to yourproducts, you know, so it'd be
(12:09):
like, well, what are you know,how can I save money on my
energy bills, that seems likeI'm getting, you know, killed by
the energy company every year.
And then you sent us like, Hey,did you know you could refurb
your, your circuits with thesesorts of chips, and these sorts
of things. And here's someinformation about it. So it's on
that level two of being able torespond in real time and
listening on social media forthings that people say, the
(12:33):
reality, again, we go back toit, do you does everyone have
the capacity, or the depth ofteam and their marketing
department to do that? Notalways, but there are tools that
will listen for you and canprovide you reports. And you can
even set it, you know, I knowsome of them Sprout Social
buffer, and a handful of others.
(12:57):
If there are key terms ortrigger phrases, or red alert
terms, or however they defineit, it can notify you
immediately. So if there's alevel of hierarchy that you need
to be on alert for all the time,you can set that up, and then
everything else gets deliveredin a daily, weekly or monthly
report. So you know, justlistening on social being
(13:18):
present, is something that a lotof people will naturally think
of when we think of real timemarketing, because that's sort
of the first thing that comes tomind is oh, well, how do you
talk to people in real time?
Social media? On the market?
Nels Jensen (13:32):
Right? Sounds a little bit like chatbots, and a
website terms of hey, what can Ihelp you with? Or
Joey Strawn (13:38):
That is very much an example of real time
marketing. But on your website,you know, understanding which
pages, we can shift off thesocial and actually go to that's
a great channel to think of somereal time analytics about
because what are you doing onyour website? Are you looking at
the pages that are most popular?
You know, how do people getthere? What do they do when
(13:59):
they're there? And are youprepared with a chat bot or a
button that leads to a resourcethat was applicable to that
page? Are you ready in thosereal time moments to provide the
answer that they're looking for?
Slash parentheses? Do you evenknow the question that they're
(14:19):
asking?
Nels Jensen (14:20):
Yes, well, right.
And we've touched on this beforebut the underutilized FAQs,
especially talk to your customerservice, people talk to your
salespeople, you know, if you'renot sure, what are the most
frequently asked questionsrelated to your product, your
service, the maintenance, all ofthat? I mean, you know, we've
talked about that before. Forgoodness sakes, utilize FAQs.
(14:40):
And on your websites. It's it'ssuch a frequently visited page
on websites because people havequestions
Joey Strawn (14:51):
Right. And as this is a common staple on our show,
as well as industrial marketers,but hey, there's another
opportunity to build a libraryof resources that answer those
questions. If you know you getasked them a lot, build very
helpful, sophisticated, easy toread and use and distribute
(15:13):
pieces that answer thosequestions. This can be just on
hand and on deck to answer onsocial that we talked about
before, this can be linked atthe exact right time on your
website when people go, but it'sa great thing.
Nels Jensen (15:29):
You're telling me you can, in real time steer
people to these answers.
Exactly.
Joey Strawn (15:34):
And you know what, let's, let's jump to another
channel. So before we even diveinto the ABM of it all, but
another real time opportunity,we mentioned it earlier, and
we're going to talk about itagain. But trade shows,
conferences, you don't even haveto be ready to go but knowing
about what conferences arehappening, being ready to set up
(15:55):
maybe geo targeted ads in thecity that you know, a conference
of your target audience is goingto be understanding which of
your audience is going to bethere to send them emails, or
social mentions or text messageswhile they're at the show in
quote unquote, real timescheduled it beforehand. But had
(16:16):
that happened for them in realtime at the show.
Nels Jensen (16:22):
I saw one of these in use. And obviously I'm I'm
not as tech savvy as you are inthe stuff or you know, for those
of you who don't know, I'm oneof the word guys to writes
longer form content and Joeyknows all about all the rest,
but we do chart some truckdriver recruitment. And
actually, I actually saw thisunused when I was on the road
(16:43):
recently on a on a long drive asyou know, you enter a truckstop
and you are in the real timezone for some driver
recruitment. You know Yeah, it'sit's not just on while you're at
the trade show. It's on whenyou're in the restroom, you
know,
Joey Strawn (16:58):
Oh my oh my goodness, there are there had
there are ways that and thereare networks you can do this for
you know, with truck drivingspecifically but within all
industries is truckstops ingeneral have a network of
internet comm internet. COsponsoring so before you log on
to the free Wi Fi at a pilot'syou may have to click through a
(17:21):
JB Hunt or a PAM transport ad onyour way through so you get
brand visibility. It's you know,that idea of surrounding your
audience, and which is a perfectsegue into ABM. You know, this
is a huge topic nails,everybody's talking about
Account Based Marketing andAccount Based Marketing and ABM
(17:43):
of the future. You know, we'veI've seen reports up to say that
up to like 94 95%, of marketingdepartments claimed they have an
active ABM program. I don't knowif that's true or not. But you
know, we see these reports thatit's definitely growing. We
could we've had episodes on it,please go back and listen to our
archives on ABM. But the idea atits heart is surrounding
(18:08):
targeted, chosen importantprospects with personalized,
relevant information. And thereis no way to do that in today's
world without using a real timedata collection, analysis and
some sort of real time marketingactivity. It's just, this is
baked into the DNA of ABM as youwant to deliver those
(18:28):
experiences to the, you know,CEO of Exxon at exactly the
right moment when they arelooking for you. And that's a
big part of ABM is understandingthose data fields, and really
diving into the tools that allowyou to do that.
Nels Jensen (18:45):
Yes, and my reference at the beginning of
this episode, you know, was farless precise than what you're
talking about. But generallyspeaking, you you know, the
beauty of real time marketing,you learn of these touch points,
with the client potentialprospect, rather ideal client
profile. And, you know, it setsup opportunities for you to do
(19:08):
your research and check it out.
And, okay, this is, you know,we're, we had some touchpoint
with this person from thiscompany, and maybe you're not
even aware what the company doesyou check it out, and it's like,
Ooh, wow, this is gold, youknow, so. And I realized that
what, in some cases, you'retalking about automation, you
(19:29):
know, in streamlining and insome cases, it depends upon how
niche you are, but a lot of ourclients you're talking about,
you know, the, the buyingjourney is so complex that it's
worth checking out all thesetouch points. You may have, you
know, a dozen a day but you knowwhat, who, you know, who is
buying stuff on our E commercesite and holy exactly when that
(19:50):
is, these folks would beawesome. We don't they're not a
key account for us. How do we,how do we engage with them? How
do You know, whether you're...
Joey Strawn (20:01):
Let's go to a pool of Resources and find something
relevant to their needs,
Nels Jensen (20:06):
Right? Or let's at least research to figure out,
what do we have any, you know,special entrees into this
company, whatever. But that's,that's sort of the less
sophisticated technologicalapproach, but it's gold. It's
like, you know, we've we know ofclients who, you know, just
poked around on Well, who'sactually buying the excess
(20:27):
varieties? And could we sellthem the big equipment? You
know, it works?
Joey Strawn (20:31):
Well. And, you know, in our previous episodes,
about the ABM methodologies wetalked about, well, one of the
first steps is figuring out thatcore list of clients, let's say
what you do involves nuclearreactors, or power plants, there
may only be 15 of your clientsin the whole country, you know,
purchasing managers for anuclear facility, who knows the
(20:54):
very small target, but if youknow what those companies names
are, you can find theirwebsites. And if you have the
correct data points, you canknow who works there, and which
websites they go to, and whichtrade shows they go to. So you
start to be able to build anetwork to surround those
specific people with uniqueexperiences. I mean, it'd be
(21:14):
fantastic if without you havingto do just watching your website
all the time, if the CEO of thenuclear reactor plant that you
need to be talking to shows upand the websites like, Hey,
David, did you know that ourcompany XYZ, you know, react,
your cleaners can do this foryour company, like Call us today
(21:36):
at this specific number, David,of the company we want to work
for that would be the level ofpersonalization that we're
talking about with ABM. And butsomething like that's going to
take real time data analysis toknow that a, who's there, and
what servers are they using? Be?
When are they cookied? And whenare they on the site? And what
sort of information do they needto be shown? So this, it's all
(21:58):
sort of wrapped up in that mixof if this is you can do this at
a very, very rudimentary level,like we would say baby step into
it Kaizen your way, throughlearning how to ABM exactly how
you describe nails, all the wayup to that very sophisticated,
we're paying 1000s of dollarsfor a tool like Terminus or
(22:19):
Bambara, to target focus, youknow, laser focus on these
companies. And everywhere inbetween, you can
Nels Jensen (22:30):
You can look at it the target laser focus is, is
one end of the spectrum andjust, you know, sort of instant
qualifying of leads is another,you know, so it's Yep.
Joey Strawn (22:42):
So I mean, and we know, it sounds like a big a big
lift is like, oh, real timeanalytics, real time marketing,
I'm gonna have to always bedoing this. But I want to harken
back to what we said at thebeginning is real time for us
industrial marketers in the b2bsupply chains. And, you know,
the gritties of it all, thatlooks very different. And it can
(23:04):
look exactly how it needs to forwhatever frequency is real time
enough for your buying cyclesand your audiences. But there
are definite benefits. I mean,we've we've seen people, you
know, who implement this reallydo benefit. One thing is in on
the retention side, somethinglike 85% of marketers say that
ABM significantly increasedtheir than retaining and
(23:28):
expanding client relationships,because you're giving them more
care, they're giving them morehelp and support and
personalization.
Nels Jensen (23:37):
It's it's think about the organic growth
possibilities is okay, not onlynow you know, who you're doing
business with, but you havemore, you know, real time
touchpoints about how they'reengaging with you. So, yes,
retention, retention is a bigdeal. And it kind of helps you,
as I like to say play offensivedefense at the same time. Yes,
(23:58):
the retention helps to keep themas customers, but it also allows
you to market them to otherproducts and other services.
Right?
Joey Strawn (24:05):
Well, and in the retention is a huge deal
nowadays. Now, after COVID. Andthe pandemic and shutdowns we're
still coming out of that. Imean, knows you and I know
specific clients and and peoplewho have backlogs and so they're
like, retention is important forus, because we cannot take on
new clients, we are working witha limited universe, and we have
(24:27):
this so retaining what we haveis of utmost importance, and a
lot of people are in that vein,you know, go back to the nuclear
reactor example. If there's only15 people you can sell to,
there's not a lot of lead genavailable. Outside of those you
can if
Nels Jensen (24:43):
You can, you can bet it's going to be less
expensive to keep them than tobring in a new one. Right?
Joey Strawn (24:48):
Exactly. So you know, the the fact that real
time marketing can help withretention is a huge benefit.
We've also seen the size ofaccounts improve You know, ABM
specifically but you know realtime marketing and focusing can
increase the average size ofdeals, you get more money
(25:09):
because you have more trust, yousee more areas that you can help
along the way. And I mean, thisis there was one that I think
that was the staff that I'dfound now. So yeah, it was the
Teesta status to like to, thatsounds fun stuff Teesta. they
project it by 2025, there'll bemore than 24 billion
(25:31):
interconnected devices in usearound the globe, like providing
data points for us to takeadvantage of the Reach that's
going to be available throughthis real time data is
exponentially growing everyyear. So if there is a large
audience, and if there is anaudience segment that you need
to dive into this real timedata, and these real time
(25:53):
marketing activities are goingto be a significant way to get
that reach and hit that audiencein a timely and consistent
manner.
Nels Jensen (26:03):
Yeah, I think it falls under the categories of,
you know, real time marketing.
And again, there's a bigspectrum of what real time
marketing is, but some of it isa differentiator now, but it'll
be a table stake shortly, right?
Joey Strawn (26:20):
It'll know exactly.
Nels Jensen (26:22):
If you're, if you're not doing it, you're
falling behind kind of thing.
Joey Strawn (26:25):
Yeah. And like I said, you know, going back to
what we said at the beginning,about, you know, 94 95% of
people are say they're tryingABM in some form or fashion,
whether they're doing itcorrectly up for grabs. But, you
know, they're saying they'redoing it. So again, table
stakes, all of this stuff isgoing to eventually either be
(26:46):
table stakes, or you're playinga lot of catch up against your
competitors. And in theindustrial sectors, that's
sometimes that can beinsurmountable
Nels Jensen (26:56):
to pass. Yeah.
Joey Strawn (26:58):
But you know, what I, a lot of people probably
listening. They're saying, Well,how do we do this, we've got,
you know, like, a team of two,we want to actually put some of
this to work. So now as I say,we head on down to the shop
floor, and actually talk aboutthree real things people can
explore.
Nels Jensen (27:16):
Sounds good. How do you get started? Right?
Joey Strawn (27:18):
All right, let's head on down there. All right, I
hope everybody is imaginary onthe shop, floor it segment music
played and that you loved it. Wewant to put this in perspective,
we want to hit the groundrunning and have people get
started using real timemarketing in 2023. So we've come
(27:39):
up with three ways that we thinkwe can do that. And let's just
talk about them. So the firstway, is, just listen, listen to
what people are saying out inthe market. You know, one of the
things that I'm going to proposeas the tech guy here is go and
set up Google Alerts. You don'thave to buy fancy social
listening software, you don'thave to subscribe and buy all
(28:01):
the magazines, go into Google,set up free Google alerts for
industry terms, industry trends,issues that you know, that
affect your industry. And justpay attention to as those
notices come in, there might bea large thing that you need to
address as a brand, that wouldcome in through a Google alert.
(28:21):
And that's free and easy. And itcomes right to your inbox. But I
mean, outside of that, you know,do everything we talked about
before. I mean, now, so wetalked about conferences,
there's events, newsletters,just be invested in the industry
that you're providing.
Nels Jensen (28:39):
Yeah, and that the listening that the Google
Alerts, you'll quickly learn ifyou've not used them before is
you have to be narrow enough. Soyou just aren't inundated with
useless data, you know, Oh,yeah. You can't just use a term
that's out there voluminouslyevery single day. But yes, but
your, your, your company name,your product names. And then you
(29:01):
can sort of broaden it a littlebit from there, you could go
after certain very narrow painpoints that maybe people might
be talking about whatever. Butyeah, it Google Alerts is it
takes some refinement, you haveto pay attention to you know,
really, truly benefit from it,you have to really learn how to
leverage it. But for each freetool, very powerful.
Joey Strawn (29:23):
And you know, sticking in the age of free,
sign up for newsletters, ifthere are influencers that you
respect in your industry ortheir newsletters from
associations, or event groupsthat support your industry, sign
up for their newsletters andjust keep a thumb on what's
going on. So listening in thoseareas is is always you know, a
(29:43):
high high recommend.
Nels Jensen (29:45):
Also this kind of old school. That's kind of old
school. Yeah, real time. Yeah.
Joey Strawn (29:50):
And then later in the new school if you have a
social tool if you have SproutSocial or Buffer or HootSuite or
one of those set up listeningfeeds listen for your brand
names. set up their frequentlyasked questions or key, you
know, as Nell said, like redalert or problem areas or you
know, issues that people willtalk about. And if you have
those tools already there,there's no reason you shouldn't
(30:12):
be using them to listen. Sothat's the first thing you can
do in 2023, to be a real timemarketer, listen to what's going
on in real time. And, again,define real time as what makes
the most sense for yourindustry. Number two, Nelson,
what do we have for number two?
Nels Jensen (30:30):
Well, I think we mentioned it earlier, it's like
your, your, what resources doyou have? And are they up to
date? So that you can answerquestions for people and send
out information that people areasking, you know, the automated
email drips the, you know, FAQkind of thing. Basically, are
(30:52):
you prepared to answer questionsin real time,
Joey Strawn (30:55):
And that is a, you know, one, this is going to be a
valuable exercise for real timemarketing what we're talking
about today, but man, if you gothrough, and you collect those
PDFs, those videos, those onesheeters, those product
brochures, those FAQ PDFs,that's going to save you a lot
of trouble in the future,especially if a question comes
out on social media, onFacebook, on Twitter, and you
(31:18):
need to answer early quickly,it's a lot better if you seem
prepared, and you seem like theexpert. The other thing is,
let's go through all the otherchannels. Real time on your
website, you know that peoplehave a question or want to see
how something works when they'reon a page on your site, put a
video there are real timeanswers. So they can watch it,
(31:38):
have a chat bot there that'sgoing to pop up when they watch
the video and ask them if theyif they want to talk to a
technician or engineer about theprocess of development, you
know, be ready to share thosethings in the in your customers
and your potential clientsjourney along the way. So once
you have them all, they're inthe same place, you're you're a
(32:00):
lot stronger than a lot of yourcompetitors. And then the third
one here that we've had, listen,we have resource. And the third
one here is just test, test,play around with something, you
know, whether you whether it's atool, whether it's a process,
just pick one of your mostvaluable channels, and test it.
(32:23):
I'll give you some exampleshere. So if you if your website
is ecommerce site, or yourwebsite is your home base, and
as the most important marketingchannel you have, then look at
some real time data using GoogleAnalytics. Or if you pay for
Omniture, you could set it upthere. Clicky is a good tool
that will do it but set up a wayto see what is happening on your
(32:47):
website, which pages people goto when and why they leave and
monitor that maybe social mediais your huge channel, you have a
very active audience and youneed HootSuite or Buffer Sprout
Social Great. On some moreintegrated systems. Maybe this
is the year that you need totest a marketing system like
(33:07):
HubSpot, or sign up forSalesforce marketing cloud. If
you guys if your salesorganization is a Salesforce
team, maybe this is the year todo that. Because a lot of those
tools come with real timeabilities and real time
marketing functionalities.
Nels Jensen (33:24):
So that's your, your marketing automation too.
So that's right. That's this canbe the Always On components in
addition to, you know, the datacollection, which is just
invaluable. Right,
Joey Strawn (33:37):
Exactly, exactly.
Having the data is invaluable,but then having a tool that
translates it and allows you totake action based off it. Maybe
this is the year to actuallyimplement something like that.
You know, if you're ready totake the next step, ABM is a big
deal. We've talked about a lotthere are a lot of tools that
are out there that can help youspecifically implement these
(33:58):
programs. HubSpot has some butthere are ones that are built
exactly for it Terminus ABM, sixcents zoominfo, Bara there's a
ton. If that most of them havetrials, most of them have video
demos, all of them do webinars,and we'll walk you through their
methodologies. So reach out tothem test one of their systems
(34:20):
and see if a tool like that isready. See if you guys are ready
for that. That that would beprobably the top end of the
spectrum here. But all of thoseother things, pick something,
pick a valuable channel and testsome way to be active within it
in a real time setting. Andthat's the third, the third
(34:43):
piece of advice.
Nels Jensen (34:45):
Yeah, it's, it's all about how can you be finding
the alignment of how can you beresponsive and when we say real
time, it might even be thatokay, that just means that once
a day you're going through theGoogle Analytics and Checking to
see who actually is coming tothe site. And you might be
looking at, you know, a big hugespreadsheet, but you might
(35:06):
recognize two or three companynames, and then you're passing,
you're passing that off to asalesperson. And then sometime
in the next couple days they'recontacting, and the two three
day span might be fine. Yeah,hey, we noticed you did this, or
you bought that, you know, insome cases, some cases might
call for more immediate, youknow, hey, can we put together,
(35:26):
you know, a proposal for you?
Can we price that out for you?
Can we, you know, I mean, theanswer is always It depends,
right. But, you know, so choosesomething that you can manage
within your current setup andstructure and personnel to, it's
like, you know, and that's,we've, we've dealt with this
many, many times where, well,you can't give, you can't give
(35:49):
Joe the CRM thing, because youknow, he's retiring next year.
And the last thing he's gonna dois learn new technology. Yeah.
Go go with readiness, right,align with what would work for
your operation and your staff.
Joey Strawn (36:07):
Well, and again, know your industry, and then all
of our industrial marketers thatare listening to this are going
to be experts in their industry,because it the stats are going
to change, you know, now, youhad mentioned in some days, a
two day 48 hour turnaround isperfectly fine for an outreach.
But there are other studies thatshow like after like seven
(36:27):
hours, you start to lose 10s ofpercentages of chances of
getting in contact with them.
Yep. So exactly, you know, lookaround and look at some of those
studies in your industry andknow what the expected response
time is, or the average responsetime for your industry. Because
if you're not meeting that,that's a problem, right there,
at least get up to the averageresponse time, if not real time
(36:47):
response time.
Nels Jensen (36:51):
You make Yeah, you make you make a good point that
sometimes these tools willreveal other issues within your
organization, too. Yes. Andwe've seen that we've seen that
repeatedly. With martec. It'slike, okay, so we streamline
your application process, andwe're delivering more job
applicants than ever. But theyall seem to get stuck at the
(37:12):
same spot. So maybe it'ssomebody who's conducting the
interviews, or somebody who'sscreening things and throwing
out the, you know, certainpeople, whatever, these
sometimes these tools do revealother other pain points and
hurdles within yourorganization. And that's a
benefit, right? It's
Joey Strawn (37:29):
Which is all the more reason to test. Exactly,
yeah, the benefit and learn. Andthat's, that's why we you know,
as industrial marketers, we arealways proposing a Kaizen
approach, you know, test, learn,Go forward, go back, go forward,
go back, but understand whatyour market is, understand what
(37:50):
your end goal is, and understandthe efficiencies you're learning
along the way. And that's whytesting, especially in the area
of real time, marketing is goingto be so important for a lot of
the listeners of this podcast.
So, you know, we'll wrap up withthe three real time things to
explore in 2023 is again, first,just listen, whether that's
(38:10):
Google Alerts, or a social tool,or subscribing to newsletters,
just listen to what's going onin your industry, because there
will be a time your brand needsto involve itself and you need
to be ready. And you can beready by number two, resourcing
up, find your PDFs, find yourone sheeters update your
(38:31):
marketing collateral, make surethat everything matches and is
accurate and is up to date yoursalespeople know where they are
your marketing people know wherethey are. And when people ask
you questions online, you knowwhere those answers are, that's
going to be huge. And thenfinally, test, don't have to
test everything. But picksomething this year to test on
(38:54):
whether it's website, chat botsin real time, whether it's
social media improvements onreal time, customer service,
whether it's implementing alarger system, but find
something to test this year toeither uncover efficiency needs,
or uncover ways that you can usereal time data that you hadn't
(39:17):
thought of before. This is goingto be a learning experience for
everybody, especially the moreand more sophisticated the
technology gets. And that's onlygoing to keep going. So this is
something that we're all goingto be keeping up with together.
Now, so anything to add beforewe get out of here,
Nels Jensen (39:36):
Joey Joey, that was well said, you're going to learn
a lot just by testing you alwaysdo. And this is a perfectly this
is a really good case forexperimentation. You can learn a
lot before you decide how toinvest.
Joey Strawn (39:53):
I agree. And as always, guys, if you have any
other questions about real timedata, real time marketing Now
you could use it for yourindustrial or b2b company, shoot
us an email, we'd love to talkabout the sort of stuff. So
email us at podcast atindustrial marketer.com Or go to
industrial marketer.com. We havenewsletters, we have things you
(40:14):
can read, there's things you cansubscribe to. And watch. There's
a lot of learning to be hadthere. And we have a great
community. So get involved, youknow, subscribe to this podcast.
We have great episodes coming upthe rest of this year, go back
in our archive and see all thatwe've already talked about in
the realm of ABM, to add somecontext behind some of the
things we said today. But youknow, this is going to be a
(40:36):
great year for learning. This isgoing to be a great year and the
next couple years for technologyand marketing integrations, and
especially the industrialsectors playing a little catch
up but in some areas, gettingahead of the curve. So we all
want to experience thattogether. So you know, keep
listening, keep talking. We welove you guys. We love the
(40:59):
industrial marketer community.
And until next time, I am Joeyand that's nows. See you guys
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