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Push and Pull Marketing Nicoline Maes

Nicoline Maes: Finding the Right Balance Between Push and Pull Marketing

Content marketing has become a magic keyword in the world of digital marketing. However, despite its popularity, companies still find it hard to strategize and execute on a good content marketing plan. In this episode, Nicoline Maes shares her experience working with B2B clients and how you can come up with a successful advertising and content marketing strategy through the right balance between push and pull marketing.

Human connection is key Cherie Rains

Dr. Cherie Rains: Human Connection is Still Key

Human Connection is Still Key

In this episode of the B2B Digital Marketer Podcast, Dr. Cherie Rains expounds on the vital importance of human connection in today’s hyper-connected digital world. With technology moving forward faster and faster, companies are becoming dehumanized and are losing its human touch. Despite the advances in modern digital marketing, customers still want to connect with real people – the human aspect is still the most important element of any successful digital marketing campaign. According to Dr. Cherie Rains, human connection is still key.

Before joining Lander University, Dr. Rains spent several years working in business and non-profit organizations. This included being the VP of Client Services and Research as well as the Lead Research Director at two customer care consulting firms in Virginia.

There she specialized in diagnosing the customer experience, enhancing customer satisfaction and increasing loyalty, and turning Voice of the Customer data insights into actionable intelligence for organizations.

Similarly, she served as the Senior Research Director for two non-profit organizations, including SOCAP where her focus was bringing research resources to the membership and completing several benchmark studies for customer care centers.

Through her leadership, a landmark research report was conducted to give customer care centers actionable data to improve business strategies. After receiving her Ph.D. from Purdue University, she spent several years teaching and consulting throughout Europe, including serving as a lead researcher in the Academic Center for Services Research in charge of multi-national customer satisfaction studies for Global Fortune 100 companies.

Her focus has always been on bringing the Voice of the Customer into organizations through actionable consumer behavior insights, both quantitatively and qualitatively. She also advises organizations on ensuring their focus remains on the human element of their customers, not just their digital personas. Over her career, she has published over 30 business and academic articles.

Timestamps/Outline

01:30 – Dr. Cherie’s background in digital marketing

04:03 – What is exciting in B2B digital marketing?

06:27 – Standing out in a noisy digital environment

08:16 – Leveraging the power of analytics

12:44 – Qualitative vs. quantitative data

14:10 – Getting customers to engage with you

17:06 – Why Virtual Reality and Artificial Intelligence is overrated in digital marketing

19:03 – The importance of human connection in digital marketing

21:06 – Utilizing digital tools to build a relationship with the customer and becoming a disruptor

24:22 – Telling better stories in digital marketing

25:26 – Allocating limited resources to the right channels

28:21 – Investing in high quality videos to reach your customers

30:39 – The one question every B2B digital marketer must ask themselves

Key Takeaways

“In order to understand the numbers, you have to understand the consumer.”

“People want a connection to other people; people don’t want to talk to technology.”

“Storytelling is a huge piece in data and marketing. People resonate with stories, and it’s all about connections and relationships.”

“You don’t have to do everything. You have to do what’s important really, really well.”

Ask yourself: “Would I respond/use/open the content that I put out there?”

Links and Resources

Dr. Cherie Rains’ email: [email protected]

Show Transcript

Click to access unedited transcript

Unedited Transcript

Jim Rembach (00:00):

Okay. B2B DM gang. I have somebody on the show today who I’ve known for a very long time and I just reconnected with, and it’s fantastic because she is actually a professor of marketing at the university level at Lander university, dr. Cherie Rains. And you may find her, if you do some research, um, on dr. Cherie keen, uh, because she has been responsible for writing several research studies on the customer experience, uh, for a number of years with a couple of different associations as well. We were with a former employer called customer relationship metrics. And that’s one of the things that I think that’s really important for us to talk about when we are talking about digital marketing companies. Ultimately it comes down to the customer, right? So Cherie, if you could tell us a little bit about your background and some of the work that you’re doing right now in regards to digital marketing and how we can leverage that in the B2B space.

Dr. Cherie Rains (00:55):

All right. Well, Jim, thank you so much. Um, yeah, I’m thrilled that we have reconnected after quite a lot of time learning that you’re just right up the road there in North Carolina as well. So that’s pretty exciting. Um, yeah, so my background really has all been in the customer experience realm, I would say. And while it’s, it’s hard for me to say, um, when I started this, um, going for my, got my masters in consumer behavior and decided I was going to get my PhD and swore that I would never teach and here I am a professor. Um, but I, I think what happened, um, when I went to Purdue was I really saw, you know, the area of internet was becoming really popular. And so he retailing, this was back when everything was, he, you know, now it’s like digital and no, this was E so there was really an opportunity to see how would people behave in the environment.

Dr. Cherie Rains (01:50):

And so it started off for me really in shopping and the retailing, because at that point, the sky was falling and, Oh my gosh, the malls, nobody would go shopping. Right. I mean, everybody would buy everything online and nobody would do that. Um, so that’s where I started my research and what it showed was no people wouldn’t do that, which has come to fruition, which is great. So thumbs up for dissertation research got me somewhere. Um, but then that really kind of, I mean, Hey, um, so that really got me excited in the consumer realm. And I started really thinking about behaviors and wanted to go into consulting. And I had a great opportunity to go to the Netherlands, um, after my PhD for three years. And I did a program extensively for Mercedes-Benz in contact centers and how people, you know, were using the contact center environment and how we could change that because at the time, you know, the contact center was seen as something way outside the box and something a company had to do, but didn’t realize the satisfaction, right.

Dr. Cherie Rains (02:53):

That research was just starting to come up. So I spent, you know, three years over there doing international research on customer satisfaction and contact centers. And then I brought that back. Like you said, I went to a couple of different, um, nonprofits and then also consulting companies, which brought me back to hi. I reached a point in my life where I said, I’m either going to go into teaching or I’m never going to do it again. And I went back for a year and loved it and came on down here to South Carolina, I’m teaching the young minds all about digital marketing. So it’s been really exciting.

Jim Rembach (03:27):

Well, and I can imagine when you see, you can go back to that whole EA tailing days and thinking about all this transformation and transition, you’ve got, gotten an opportunity to experience what is often referred to as you know, the Omni channel experience. You know, I’ve got some of the brick and mortar, I’ve got some of the tailing and now, like you say, it’s all involved to digital and the whole customer journey. And all of those things are all over the place for a lot of organizations. Now we are sitting here right now and just so kind of date. This is, you know, um, admits of the easing of the lockdown of the COVID-19. Uh, and so we have been forced to do more digital and more [inaudible] than we ever have before. And some of that will go back to the, to the brick and mortar, because there’s just certain products and services that are important to that. But I think marketing now has to play a very different role. And so when you think about B2B digital marketing specifically, and we can, we can take some of the benefits and insights and work that’s being done in the B to C space and leverage it for ours. We just, we can do that. But if you start talking about B2B digital marketing, where do you see excitement?

Dr. Cherie Rains (04:38):

I think the most exciting pieces are kind of intertwined. One is really the mobile environment. You know, again, like you said, w we see it in the BDC zone, but when you think about the applications that would have everybody has their phone, everybody’s using their phone and be cause of COVID, we’re even using it more than we probably ever thought before, or for things we never thought we would do. So at this point now, you know, did we shop a little on our phones? Maybe, did we look for information on our phones maybe, but once COBIT hit and we were forced to be inside. And that goes to all the people who are now working from home. So it translate into the B2B space really easily because that’s where people are going first. Right. You asked me a question, I whip out my phone, I put it in, where does it, where does it go? So I see that really being leveraged. And I really see the video marketing piece of it, you know, not just necessarily on YouTube, but putting, you know, the face to whether it’s the products or services, you know, and, and having that interaction with the consumer, whether it’s B to B or B to C, so that you feel like you have a relationship, it’s still about relationship building. It’s just shifting a little bit at this point.

Jim Rembach (05:51):

Okay. So you bring up a really interesting point, uh, in regards to the whole. Now I’m forced to do some, I didn’t do before, both from a producer perspective, content creator perspective. If we’re talking about B2B, digital marketing, as well as from know one, one that is doing all of that searching, right? So if, if everybody is now cranking out things, items, snippets, you know, and I mean, webinars and it goes on and on and on. And so now there’s significantly more noise online. How do I actually differentiate in that world?

Dr. Cherie Rains (06:27):

Yeah, I think, um, you know, part of it is again trying to build that relationship and it’s also utilizing the tools that we already have. So when you start talking about SEO and SEM, you know, now that I have, I’ll say live content, although it’s, it’s not live, but, you know, you’re trying to get that environment from them. It’s where do I go in terms of analytics to see where my customers are so that I make sure that that is what I’m promoting, you know, in the digital space so that they can find you, it goes back to kind of, it kind of goes backwards to where we’re trying to get people to find us online, you know, on a website, but now we’re moving that to a, more of an interactive fashion and how, you know, how do you do all the phrasing and the language that you use and things like that do, um, get people to those videos. So it’s a little bit different, cause we don’t want it to be static, right? We want it to be able to, you know, have momentum and build on that. So it’s kind of like, you know, two step forwards, one step back, I’ve got to do all this engaging content and then I need to step back and say, Oh, I got to go back to SEO SEM and how to make that work to get them to the right places.

Jim Rembach (07:41):

Okay. So now you bring up things that I am getting more insight into in regards to the opportunity that exists to stand out. Okay. And that is the whole analytics element. So as being, you know, somebody who is a researcher, I mean, lot of data, you know, you have to validate data, you’d have to make sure data is scrubbed. I mean, in the whole integrity piece and then leveraging it. I mean, the data is so vitally important. However, what I see is that a lot of B2B digital marketers really don’t do anything in regards to our very little in regards to data, even so much when we start talking about it from an SEO perspective, is there was one website that I reviewed for a B B2B company. They didn’t, none of their photo photos had all tags. None of them had had meta-tags, none of their pages had any, any information I’m like, how do you expect? And they were yet cranking out a lot of blog posts and articles, which had good thought-leader content, but I’m like, how do you expect anybody to find things? So, I mean, what are, what are you, what are you able to teach people and tell people about leveraging the power of analytics?

Dr. Cherie Rains (08:52):

Well, I think the power of analytics is changing, and this is something where I’m, I’m really outside the box on this. Now my, my background and trainings and marketing research and focus groups. So I’ve always kind of been a qualitative person. The quantum numbers that come with analytics are useful, but as we saw 20 years ago in context center, okay, I’m, I’m scoring my agents on four things and I’m measuring 4,000, well, those 4,000 things, right? We didn’t really look at it. It was just pages that came up. It’s the same concept with big data. And I think what’s going on now is everybody is saying big data is the disruptor and big data is going to solve the problem. Me personally, I don’t believe that. I think that there’s power in smaller analytics, that you can find simple analytics because what happens is people hear that word analytics.

Dr. Cherie Rains (09:46):

It’s just like saying regression in a consulting meeting, your client’s face goes white, right? They’re like, Oh, I don’t know what she’s talking about regression. Oh my gosh. But you want simple things that you can talk about. A lot of times what it is is with the big data who does that really well, Amazon, Amazon was built on big data. Nobody else can harness the fact that I’m purchasing. And again, when we go back to COVID, everything I’m purchasing is now going through Amazon. So they know me better than they, than I know myself. Right? They’re pushing out products to me. Same as that. They can use those analytics and use it. Well companies who are not based off of that, as simple as it sounds, it’s going to very simple analytics that you need to take and talking to your consumers, right? B to B, you have in some ways, a more defined customer.

Dr. Cherie Rains (10:37):

And then you do B to C because in B to C you could go across any demographics. And you know, your, your customer journey is really different. B2B. You have a little bit of a tighter space and it’s all really going back and saying, you know, what? Talk to your customers, where are they? What are they spending their money on? You know, w what are the types of things they want to see? And so when you hear analytics, it’s a little bit jarring because once people hear big data, I already I’m like, Nope, can’t do it. It’s big data. It’s too much. It’s too overwhelming. That’s true. But if you go to simple and I mean, you know, as simple as it sounds like, go to Google, get somebody in your office, certified in Google analytics, you will have all the information that you need to make really good decisions based off of the Google platforms, which most people will do. So that’s, you know, it’s free, it’s easy. And it’s going to give you the information you need to really push your, your data and then make really good decisions about what you want to do with the SEO and SEM.

Jim Rembach (11:38):

Well, but wait a minute, it’s just too easy to pay for certain, right?

Dr. Cherie Rains (11:42):

Right. Yes. That is the other. But, but again, if you’re paying for all the wrong words and you’re paying for all the wrong things, it’s a waste of money. Would it be better if you, you know, we go back to insights, insights used to be a big word for us. That’s kind of deteriorate. We want insights out of the data, not just data. So if we can garner that, yep. We push it forward. We move it more to the digital platform. It makes a lot more sense for the organization,

Jim Rembach (12:08):

But even part, partly of what you explained right. There is the need in order to do some of the qualitative. So he’d get a better understanding of the quantitative. Cause you were talking about talking to your customer, you’re talking about getting engaged and understanding and well, that makes those numbers come to life. So you still need qualitative and quantitative. It’s just how you’re collecting it. Right?

Dr. Cherie Rains (12:29):

Yeah. And I mean, you know, you know, and I teach marketing research. So for me, I see it as a process, right. You go out, you do your secondary research. What’s going on. Then for me, you’re really doing the qualitative piece first. So you’re talking to people and finding out what’s important. And then like you said, then you go to all the data and you say, alright, I know that out of these 20,000 things, if I pay attention to these 20, it’s gonna, you know, make, we’re gonna make way better investments, no matter how we use that, then what we would do if we started out with those 20,000 and tried to make decisions off of not talking to anybody. So, you know, it’s kind of a balancing act. And I think what, what happens is companies don’t see the value in qualitative, right? Because I mean, even you’re saying you got to go back to the numbers, the numbers say everything in my research and what I’ve seen, that’s not necessarily true, but you do need a balance of both. So in order to understand the numbers, you have to understand the consumer. And again, that’s B to B or B to C. So it’s a balancing act for sure.

Jim Rembach (13:35):

So for me, what I, I mean, I, I come to the thinking of customer wisdom in that is if I don’t, if I’m not wise, you know, and we can all talk about avatars and things like that. But what we’re talking about is something, even, whereas we’re talking even about getting an understanding of those avatar now and the B2B world, one of the difficult items of all of this or elements is being to get the opportunity to have people talk to you, to talk to them. So for me, I’m thinking about, I can’t get, you know, 20 observations. I can’t get people to talk to me. I can’t get them to complete surveys. I can’t get, I can’t get that information. And in order to get wise about my customer so that I can leverage for data. So how can I hijack it if I can’t get them to talk?

Dr. Cherie Rains (14:21):

Well, I think it’s, it goes back to, you know, basic research online is really, you know, who you want, you know, you know, who you want your top customers to be. When I take my students through a project, it’s really okay, go out there who are the five or 10 top customers that you wish you had? You know, again, if there was no constraints possible, who are they? You go out, you research them, you research the trends. We are gifted with an internet, like never before, right? I mean the amount of information I type it in, I get an answer. Well, if you leverage something like that in your organization, you talk about learning, you see learning from a different perspective. And what happens is the trends that you see over those 10 websites. I do the same thing for job search for students. It goes hand in hand.

Dr. Cherie Rains (15:09):

It doesn’t sound like it. What job, what is your perfect job? Who is your perfect customer, go out and find 10 or 12 job listings or customers. And you basically do like an analysis of their websites. After that. You see, these are the however many keywords that match up for all of these, either job postings or websites. And those are the keywords, you know, you have to hone in on to get there. And then you’re able to, you know, you say hijack, you know, that’s really easy to do now in, in terms of, you know, in terms of digital marketing and kind of going off that feed, it’s hard to know what the answers are without knowing how your customers are finding it. Because I think what we see in the B2B space, which is really unusual and, you know, everybody’s spending money on is email marketing.

Dr. Cherie Rains (15:58):

They still go back to that know, that’s where we started. If you send somebody an email that says, dear Jim, would you please consider us? You were like, Oh, personalization, this is great. But B to B companies haven’t gotten out of that trend. And I think that’s where some sort of mobile technology, the customer interaction piece, you’re, they’re missing that piece in order to get both data and to get leads and sales, which I think you can convert a lot easier than if you just, you know, again, like you said, randomly you’re out there in space.

Jim Rembach (16:31):

Okay. So that leads me to think about all the things that you’ll see from a promotional perspective of what you need to do. Hey, this is now going to actually increase your lead capture by X percent. This is going to do all of these, you know, we just bang things in, as you especially see it now because so many or B2B organizations, which we’re having to go to shows and events and things like that, and do the face to face for their lead capture on are getting forced to be digital. And so they’re searching for answers in order to be able to fill their sales funnels. So what do you think is really overrated with B2B digital marketing?

Dr. Cherie Rains (17:04):

Um, I think the one thing that’s overrated across the board is really virtual reality and artificial intelligence. You know, again, we go back to a few years ago, everybody was like, people are gonna want this. I really think, you know, for, for lack of a better term, it’s freaking people out. Right. They don’t want that. And, and, and I think we will, it’ll be interesting to see what happens after COVID because after COVID, it’s like, you know what, Jim, I really wanted to see you. So let’s do a zoom call. Cause I don’t feel like I’m connected to people. When you talk about AI and virtual reality, you see you’re taking the people out of all those processes and it may be cheaper, easier for companies, right. With their bots or AI or any of that. They set it up and it’s kind of like, Oh, I set it up, put it on the shelf. And hopefully everything goes great. We’re going back to that human connection that we actually need. So how can you utilize that in a digital environment? And I really think that that launch for AI and, you know, virtual reality, like it’s not really grabbing hold. And even now I think that, you know, we’ll see, I, I think that personal connection that people want is, is something that now we want even more. And that really is probably gonna fall off a lot more than it has right now.

Jim Rembach (18:27):

Okay. So that’s really interesting. And that is that out of box thinking that you were talking about even a moment ago is that, you know, most people would think, Oh gosh, everybody’s gone and now they’re remote. And so therefore now is our time to turn up those things. Um, and, but you’re saying just the opposite. I mean, people are gonna really want more human connection because of what we’re going through.

Dr. Cherie Rains (18:48):

Yeah. I mean, I think that, you know, if, if you even go back to some of the research, you know, AI, if you look, I think, you know, probably you could go back 10 years and it was like, when you go with, you know, you talk about going to the big conferences that we used to go to, you know, 20,000 people, Oh, the new thing, AI VR, you know, and then we saw it the year after, and the year after, and here we are 10 years down the road, nobody’s got it. And I really do think that whether it was COVID or not, I think COVID really brought it to light. People want a connection to other people. People don’t want to talk to technology. And if I’m doing some sort of service interaction, I want somebody to, you know, I want to feel like somebody really cares about me.

Dr. Cherie Rains (19:34):

So if I’m in a chat with somebody I know even from personal experience and some research I’ve done, if you know that the person you’re chatting with is a real person. So let’s say they say something like, Oh, you know, how’s the weather in South Carolina, or today is my birthday. I’m talking to your real person. This is awesome. They understand my problem. They can solve it fast. And Oh, by the way, we can have a nice, nice little chat while we do that. I think people want to see that they don’t want to be like, Jim, I have a problem with my bill collection and something comes back and you’re like, no, it’s just like the cost center tree. Right? No, that’s not what I’m saying. I want to talk to a person. I think we’re still in that frame of mind for our customers, that they want that interaction and they want that relationship. And, and now I think we’re really kind of starving for that with COVID, but you know, again, we’ll see, I still think it’s going to push it out though.

Jim Rembach (20:30):

Well, and maybe that’ll lead to my next, you answering. My next question is I need to be able to stand out. All this noise is happening right now. Everybody’s being forced to do digital marketing that at a much higher percentage than they’ve ever been, have to do it before. So how can I stand? How can I be a disruptor

Speaker 3 (20:48):

In this space?

Dr. Cherie Rains (20:50):

I think going back, you know, the destruction piece of it. Um, in some ways, again, kind of like I said before, it’s almost going back. It’s, it’s getting to be that, um, more direct kind of personalization that we’re seeing. So the disruption to me is really being able to, um, kind of go back to let’s say the live streaming, right? So there’s a lot of noise and a lot of things like that, if we can identify the people we want to be most connected with and where you can have a relationship with them. So again, this goes back to the whole idea of live streaming, even, you know, webinars, the virtual conferences. Okay. So we’re used to doing all these things virtually, how do I build that relationship as with a customer? Right. So how do I utilize that? I think that’ll be the, kind of the key there as well, and then being able to take it, if you can, you know, if you can get your, your customers on phones and be able to, um, I guess kind of swim with the sharks in the mobile environment, you’re, you’re going to be a bigger disruptor than you probably even realize at this point in time, because, you know, apps and everything are really easy to do.

Dr. Cherie Rains (22:04):

And if you think back to going to these shows so that you’re able to, you know, grab information from people as they walk by on their phones, that hasn’t really been implemented very well. And I think we can take kind of that technology and use it in terms of, you know, building things for the mobile technology. And, you know, again, trying to get people excited and involved while you’re doing it. I think what you’ll see from students or what, from what I see from students, you know, at this point in time, they they’ve never been without their phone or very, very rarely been at without their phone. These are the people who are going out into the job environment. And if you think about anything from B to B, B to C, they’re going to have those, you know, kind of entry level jobs. This is what they’re used to.

Dr. Cherie Rains (22:56):

They’re going to force us into the mobile technology. They’re going to force us into live streaming. Hey, I’m not in a, I’m not in an event because we can’t have events, but Hey, here I am at a customer we’re installing our new system, you know, look at this as great. What do you think of this? It’s a building that excitement that they’re used to personally, right? Like, Hey, I’m, you know, I’m at the tennis match, whatever, you know, that we see from our students putting that there, they’re going to drive that change, whether we’re ready for it or not. That’s why I think it’s going to be a huge disrupter, even though it sounds basic, but the people who are coming behind, that’s what they’re used to. And, and they’re, you know, that’s where they get their information. That’s how they communicate with people. And I think, again, going back to COVID, we’re going to see that that’s also going to launch that a lot forward. Well, also

Jim Rembach (23:46):

For me, what you just said right there is that we have to learn how to be better marketing journalists, right?

Dr. Cherie Rains (23:52):

Yes. I’m all about, you know, and it was interesting. I got something right before we came on. I I’m a huge storyteller. Right. And you know, when, when somebody asks me, what do I do for a living? I said, I tell stories. I mean, you are, I go to the data and I say, the data says this, but what does this really look like? Well, these are the types of customers you want. This is the story. This is how they’re going to purchase it. Right. Storytelling is a huge piece of it. And you want to get that story out there. But then I got this thing for a conference and it was like, Oh, the myths of storytelling. It’s not the way you, you know, it’s not the investment you want to make in digital marketing. And I just want to scream and be like, actually it is right. You want to tell the story all the way around. So that’ll be another interesting thing is it’s the journey, it’s the story. Those things are going to resonate with people. And, you know, again, going back to where we’ve been talking, it’s all really about people and connection and relationships.

Jim Rembach (24:50):

Okay. So you and I had the opportunity to talk a little bit about, um, something associated with the whole scarcity element. Um, like students, you know, even when they’re doing their projects, they don’t have funding in order to be able to, you know, test and apply and do all that. And a lot of us are in that position. But if so, if I was sitting there and saying, all right, I’ve got this budget and it’s currently allocated in these places, where would you say I should pull from and apply to where should I reallocate resources to?

Dr. Cherie Rains (25:21):

Yeah, I think so. We’re probably going back to that email. And I don’t know if it’s just something, you know, B to B, it’s like, well, we’ve always done it that way. We’ve always gone to email, or we’ve always gone to talking to people at the trade shows. That’s what we do. It’s really taking that piece of it and saying, you know what, let’s not spend all of our money over there. We really need to go into content creation. We need to go into, you know, the social media realm, but what they need to make sure is that they’re going to the right places. So one of the things, even with the students, right? So yeah, so for their projects, it’s like, you got nothing, you got no money, figure out how to put a campaign together. You can do it. And it’s really, really usually right on the money in terms of that.

Dr. Cherie Rains (26:08):

So even if companies have some sort of resources, they can pull in that, the thing is, you’ve got to figure out where your customers are. So people hear social media and they instantly think I need to go to Twitter. I need to go to Snapchat. I need to go to Instagram. I need to go to Facebook. Now, if you’re allocating, you know, let’s say 50% of your budget to online to social media, but where is it going? You need to make sure that it doesn’t all have to go to Facebook or it doesn’t have to go to everything you need to put it, which makes most sense for your business. So I think you’re going to be moving more towards social media, but I want to put a little asterix on that. That’s like, just, it’s not social media, everything. It’s like, okay, it’s really targeted social media.

Dr. Cherie Rains (26:55):

Again, going back to that storytelling, going back to that relationship building that you can do through social media, you see a lot of companies are really good at doing certain areas, but you don’t have to do every, that’s the thing, you know, you don’t have to do everything you have to do. What’s most important, really, really well. And that’s where you put your money in. Instead of, you know, across the, you know, across the board, let’s just put the money in social media and email management and some content marketing here and there, it doesn’t make sense, you know? And I think that’s what a lot of companies do again, cause it’s overwhelming. And again, because they say social media, I’ve got to be, you know, I’ve got to be on all these platforms. Otherwise, you know, our business will implode. If we’re not there and customers can’t find us, that’s not necessarily true. And I think we’ll see that maturing as we go forward.

Jim Rembach (27:46):

Okay. So let’s look at it from another lens. I have unlimited budget. I mean, I, I can spend wherever I want to spend and do whatever I want to do. What would you go after?

Dr. Cherie Rains (27:57):

I think the things that I would go after really, um, would be in terms of, um, trying to do a little bit more and again, in terms of the live streaming and the webinars, you know, if you’re able to put together kind of, um, movie quality videos, those types of things really start to pick up noise. Like you said, not noise. Not always, let me go back to that. So if they really start to pick up, you know, having people view them and go through it, cuts through the noise in order to get people to go there. So I think that if you had, you know, unlimited, you would really be talking about how do I go back to that Omni channel? You know, we go back to the same concept from before, how can I reach my customers through the mobile environment, through the computer environment, you know, through iPads, there really, haven’t been a lot of companies that have figured out this whole internet of things and how they’re connected.

Dr. Cherie Rains (28:52):

How do I connect my customers in every single aspect, right? I mean, you know, some companies again, do that well Google, or if I do a search, all of a sudden I go on my pad and I’m getting advertisements for whatever I searched for. We haven’t harnessed that really well. And B2B, I don’t think from what I’ve seen and from what research has shown. So it’s really, if I had unlimited budget, I want to see where my customers are, how to take that internet of things, put it all together so that I can reach them. However they want to be reached. And at multiple touch points again, that’s something I think B2B is really missed out on.

Jim Rembach (29:32):

Well, Sherry, I’ll tell you, um, you know, I’ve, I’ve had a ton time, uh, I mean really a wealth of influence from you for years and this, this particular episode right here just even takes it over the top. But you know, I have to come back to the person who’s actually listening and who’s that digital marketer. Um, and they have to ask themselves some questions, um, that are important. What is one question you think that all B to B digital marketers need to ask themselves?

Dr. Cherie Rains (30:03):

Okay, this is the simplest of the simple and nobody probably acid would I? Okay. So now we go back to, I’ve spent a million dollars. I’ve done all this now, would I, whether it’s respond, use, open the content that I have just put out there, it’s a simple thing that we never ask. Would you use that? Would you buy that if that content came to you, is that, does that stir enough in you that you’re going to make that purchase? We sometimes forget to go back to the, to me that’s like the core of the simple marketing. Would this marketing work on me? If it’s, yes. You’re probably doing a pretty good job if it’s no, you may want to go back because most likely you’re close to your target market or, you know, your, your customers more than anybody else. So it’s an extremely simple question, but it could probably save companies, a lot of money doing the wrong things.

Jim Rembach (31:01):

Well, thank you so much for meeting with us today and I appreciate you sharing your knowledge and wisdom and from the classroom and beyond, but how, how do B2BDM digital marketers get in touch with you?

Dr. Cherie Rains (31:13):

Oh, well, you know, again, now I’m back at the university. So, um, the easiest thing is just, you know, email me, [email protected] Nice and simple. And I love to have any comments, any feedback, and you know, I’ve got students so we can ask them to do a little work too, if you need it.

Jim Rembach (31:31):

Doctor Cherie Rains, thank you for sharing your knowledge and wisdom. We wish you the very best.

Dr. Cherie Rains (31:36):

Thanks, Jim. This has been awesome. I appreciate it.

Leverage Data in B2B Digital Marketing Patrick Schwerdtfeger

How to Leverage Data in B2B Digital Marketing

How to Leverage Data in B2B Digital Marketing

In this episode of the B2B Digital Marketer Podcast, Patrick Schwerdtfeger shares his insights on how businesses can leverage data to improve their marketing campaigns. Patrick shares strategies and tactics using exclusion-based marketing, omni-channel opportunities, display ads, and PPC advertising. Listen to the episode and learn more how you can take advantage of the technology trends today to propel your business towards the future.

Patrick Schwerdtfeger was born and raised in Vancouver, Canada, and is the youngest of 4 kids: 2 older sisters and 1 brother. Parents together throughout, but both have already passed away.

As a young child, Patrick can be found exploring and talking to as many different people as possible, always looking to find a new perspective and a new treasure he had found before okay.

Patrick was never very good at school in grade school and high school meanwhile his sisters and brother were very smart in winning lots of scholarships and awards Patrick always wanted to learn from the real world and real people operating within the real world he only did well in school during his college years and was very happy to be finished with that when it was over.

Patrick’s degree is in finance and spent his early career in that field ranging from banking to real estate. But he became self-employed in 2002 and learned about marketing, and it was that learning process that led him to start teaching others write books and eventually develop a career as a professional speaker.

Patrick is the author of Anarchy, Inc.: Profiting in a Decentralized World with Artificial Intelligence and Blockchain (2018, Authority Publishing) as well as the award-winning Keynote Mastery: The Personal Journey of a Professional Speaker (2016, Authority Publishing), Marketing Shortcuts for the Self-Employed (2011, John Wiley & Sons), Webify Your Business: Internet Marketing Secrets for the Self-Employed (2009), and Make Yourself Useful: Marketing in the 21st Century (2008). He has been featured by the New York Times, LA Times, San Francisco Chronicle, CNN Money, Reader’s Digest, Fortune, Bloomberg Businessweek, the Associated Press, MONEY Magazine, and Forbes, among others.

Patrick currently lives in Newport Beach, CA, with his girlfriend, Nadia, and her son Luke.

Timestamps/Outline

01:25 – Patrick’s experience with B2B Digital Marketing

02:47 – The impact of paid ads and SEO to small organizations

05:37 – Why business plans are a complete waste of time

07:20 – Learning SEO for Amazon

09:11 – Hype in paid advertising, SEO, and the influencer market

11:01 – Virtual influencers

12:02 – 9 trends that exist and are accelerating – Pandemic, Inc. and SALVAGED

15:18 – Leveraging data in B2B digital marketing

16:49 – Exclusion-based marketing

18:36 – Omni-channel opportunities

20:44 – Investing in the right keywords for PPC advertising.

23:36 – Running display ads at scale

28:03 – Where is the conversion the best?

31:56 – Connect with Patrick

Key Takeaways

“The road to being is through doing.”

“As far as B2B advertising goes, analytics is the opportunity.”

“Analyze the data like crazy.”

“There is value in taking small steps and iterating.”

Links and Resources

More Episodes on data: Deep Insights on Customer Experience and Technology

Patrick’s Facebook: https://www.facebook.com/g8patrick

Patrick’s Twitter: https://twitter.com/schwerdtfeger

Patrick’s LinkedIn: https://www.linkedin.com/in/g8patrick/

Patrick’s website: https://www.patrickschwerdtfeger.com/

Anarchy, Inc.: https://amzn.to/3gwIOOi

Pandemic, Inc.: https://amzn.to/3gwMobd

Show Transcript

Click to access unedited transcript

Unedited Transcript

Jim Rembach (00:00):

Okay, B2B DM gang. I have somebody on the show who I actually had on my other podcast, the fast leader show, and we had such a great discussion about marketing and digital marketing. Then I had to ask him to become, to come on this show. And Patrick Schwerdtfeger is actually the author of anarchy, inc. And pandemic inc. And both of these books address some of the overall just chaos that is going on, that is going to continue to happen throughout our world. And that’s one reason why it’s so important to really tap into the mind of a person like Patrick and learn about his background and experience in B2B digital marketing and just the overall marketing and impact. So Patrick, if you could tell us a little bit about your experience with B2B digital marketing and the passions that you have for it.

Patrick Schwerdtfeger (00:49):

Yeah. I mean, Jim, it’s great to be back. So thank you so much for the invite. Um, you know, my, my experience, uh, with, with paid digital ads came because I was promoting myself. Uh, but, but I learned a lot, uh, you know, along the way and, and paid advertising has completely changed my career. So I’m a huge, a huge fan of it. So along the way, I kind of became a student of, of some of the different techniques that people were using. And, and, and now, you know, I studied technology trends. That’s what I do. So I’m always looking at trends and of course data, you know, data’s the new oil, and then we’ve all heard these axioms now a million times. But, uh, but the reality is the data’s playing a bigger and bigger role and the whole, you know, follow the customer journey, the user experience, all of these other keyword phrases, which are popular as well are all being driven by data. So it’s, it’s, it’s turned into a game where some people are leveraging data that most are not. I mean, it’s incredible. I would say the vast majority of the economy is not effectively using data in their advertising, but some are, and they have a huge advantage going forward. So I’m trying to learn from their experience and incorporate some of those strategies into my own

Jim Rembach (02:00):

Well, but I think you and I, and this is one of the things that I have to be careful about with you. My friend is that you and I have such great discussion that we don’t get recorded. That for me, I’m trying to pull it back in. Right? So you and I about SEO, we talked about paid ads and you said something that was extremely profound in regards to maybe the maturity of an organization, as well as the size and spend capabilities and organization. So if you could please share, you know, really the impact of paid ads and SEO and how that plays out.

Speaker 3 (02:31):

Yeah.

Patrick Schwerdtfeger (02:31):

Well, you know, we’ve talked about a lot of things before we clicked record today, so I’m not even exactly sure what you’re

Jim Rembach (02:37):

Well, you, you said something like when an organization is small and growing the whole.

Patrick Schwerdtfeger (02:41):

Okay. Got it. Now. Perfect. Thank you. Um, you know what I was saying before? So, you know, when you start out in business, if you’re self employed or if you’re just starting out as an individual to get started at the beginning, you’ve got no money, but you have time. Uh, and so you can use time. There’s a lot of things you can say. In other words, what’s the best use. What’s the best strategy? Well, it depends on what stage of your business you’re in. If you’re just getting started, you have no money. There’s no point trying to blow what little money you have on paid ads, because you can get a lot more bang for your buck, just doing things that are free, like SEO and optimizing your website. And you can optimize your position on the different social media platforms like Instagram and saw this all kinds of things you can do to even on Amazon.

Patrick Schwerdtfeger (03:25):

There’s incredible things you can do to position your book or your other product for free. It doesn’t cost anything, but you’re playing with the keywords, but then later on that’s when you have money, but you no longer have time. Cause now your business has evolved. You’ve got a lot of stuff going on. And so at that point, doing the free stuff is kind of a waste of time. Cause you can buy your way in. You can, you can spend money and get there a lot faster and still have your time available to do all the other things that are required to keep the business going. So the best use the best marketing strategy or advertising strategy really depends on whether it’s kind of those two groups. If you’re an early stage, just getting started, where you have time, that’s one thing. But once you get past that, then it’s an entirely different ball game.

Jim Rembach (04:11):

Well, even when you say that, I start thinking of, you know, a lot of, uh, you know, tech, startups, you know, and a tech startup can last for a couple of years, right? Yeah, that’s for sure. Uh, and so, you know, they have, you know, some of those constraints and they may or may not have some of the money because they’re in between rounds or whatever the case may be. You also may even have a part of an organization that’s maybe more mature. Maybe they have some cash in other parts of the business, you know, and it hasn’t been allocated to you. So you still have to focus in that, Oh, while I may have a brig big brand behind me, I don’t have, you know, the budget behind me. Um, and so you, I think we often find ourselves, um, doing something that you said where it was critically important. And I wrote it, wrote it down is that you iterate, you navigate and you pivot. Tell us a little bit about,

Patrick Schwerdtfeger (05:00):

Well, this, this is a, you know, I have a lot of opinions that might be unique to me, but I think for example, a business client business plans are largely just a complete waste of time. Uh, because you’re, you’re, you’re, you’re mapping out step one, two, three, four, five, six, seven. But the truth is you’ve no idea what step two is going to really be until you finish step one, because your, your, your perception of the marketplace changes every time you do something. So there’s an Axiom I live by, which is the road to being is through doing, you have to do anything, even small things, just take action in the direction of your goals. Because if you take that first step, now you’ve got new insights, right? And so step two reveals itself to you. Step two becomes obvious once you’re finished step one.

Patrick Schwerdtfeger (05:46):

And once he finished step two, step three becomes obvious. So you kind of have to, it’s an organic thing. You just have to go on the direction of your goals and then yeah, well, exactly what you said, iterate, pivot, iterate, pivot over and over and over again. And I see this happen in my own life, my own business. I mean, you know, I do think there’s value in kind of taking a long view and maybe putting a tree on the horizon and saying, okay, I want to go towards that tree. But, but aside from that, you got to look down and look at your feet in the ground, right in front of you. And just start taking steps. You as literally, if you’re taking a hike, you take three steps and there’s a big tree or a rock. You gotta go around it. The same thing happens in business, right?

Patrick Schwerdtfeger (06:26):

You, you take steps and all of a sudden you realize, Oh my gosh, that didn’t work the way I expected it to work. And so now I got to change and I got to pivot, but you know, just recently, so my, my recent book, pandemic, ink, it literally went live on Amazon today. So it’s right in the middle of this, but you get, so I’ve, I’ve tried to learn about, you know, essentially SEO, right? Search engine optimization, but not search engine, it’s Amazon optimization. And how do you optimize your listing on Amazon? And I bought a little software for it, and I paid a membership to like a program that was teaching me about it. And I also went to YouTube and just search for videos on how to optimize a product on Amazon. I couldn’t believe that there was a video. I watched gym and they were, it was a guy who was putting a yoga mat.

Patrick Schwerdtfeger (07:15):

Imagine how many yoga mats are on Amazon. I mean, there’s probably thousands, right? And he was putting on, on Amazon and he did all this keyword research and picked out which keywords had the largest potential, but the least competition and this information is all available. And he did it. He did the whole thing. And by the end of the video, I think it was a seven minute video. He showed that the end result and how this, this yoga mat was now ranking organically. It wasn’t paid, there was no pay. So even, you know, I’m going to go back and make a caveat to what I said earlier. Cause even when you you’re right, even when you do have money and maybe you don’t have any time, it probably makes sense to hire somebody. You don’t have to pay a lot of money who knows what they’re doing to do that optimization on your behalf. So maybe you’re too busy to do it yourself, but there are such amazing. My own business has literally been driven by SEO, which took an enormous amount of time years ago. But you know, like eight years ago, in 2012, I started trying to optimize my website and those listings that I created back then, those pages, those landing pages continue to bring me business today in 20, 20 that’s eight years later, I never would have imagined that they’d be active and effective for that long.

Jim Rembach (08:34):

Oh, and when you’re saying that, I mean, I start thinking about a lot of the things that we do have come out that says, Whoa, Hey, you need to do this now, Hey, you need to do this now, Hey, you need to do this now. Or, you know, all these things have changed and now you need to do that. And so there’s a lot of hype that just happens. Right. Um, so when I start thinking about B2B digital marketing, what do you think is just like really loaded with hype?

Patrick Schwerdtfeger (08:57):

Well, I mean, I guess if I had to say anything I’d, I mean, we can go back to what I said before that, that, you know, if you’re, if you’re, if you have no money and you have time, then paid advertising is, is overblown. Uh, but meanwhile, if you’re, if you’ve got a lot of money, but no time, then maybe the SEO stuff is a little bit overblown, but I’ll throw one more in the mix, which might be controversial, but it’s, it’s a landscape that’s changed dramatically, literally within the last month. And that’s the influencer market. Uh, and in particular micro influencers, uh, you know, if you have the large influencers, there’s, there’s some opportunity there, but you got to play by their terms and you never know what’s going to come out of their mouth. And it’s a very tricky thing. And now, you know, Joe Rogan just got a hundred million bucks to move this stuff to Spotify.

Patrick Schwerdtfeger (09:43):

That completely changed the landscape for him, influencers. And now influencers are going to be charging a lot more money because they think they have more value to bring some of them do some of them do. But you know, like for example, on Instagram, I have like maybe seven or 800 followers on Instagram, nothing, a very small audience. And I get these emails like inviting me to represent some product and try and help sell that product. I think that kind of micro influencer campaign for the most part is not going to deliver much. I might be wrong because I haven’t tested it. But my perception looking in from the outside is that it’s probably overblown. I might add by the way that there is a new trend and I can’t think of the names, but there are virtual influencers now, uh, there’s a number of them that have done quite well, like in it, like having millions of followers, uh, there’s a, uh, a model, a beautiful black model, very dark skin, a model, a woman.

Patrick Schwerdtfeger (10:45):

I forget her name. And there’s another one that’s out of Asia. I think out of Japan, that’s done extremely well, but we’re going to see in the years to come, we’re going to see a proliferation of virtual influencers and you’re gonna have an entire team running these influencers, including like a comedic writer, like a humor writer, you know, to, to have personality. It’s all about character development. They have to be funny and clever and entertaining, but you can, you can completely map out. So you, you, you don’t have the risk of having Elon Musk smoke a joint on Joe Rogan’s podcast. And now you’ve got a huge problem on your hands. Like you don’t have that with virtual influencers. So we’re seeing that market pivot as well.

Jim Rembach (11:26):

That’s a very good point. Okay. So now the book that you talked about that was just released is called pandemic ink. And just like many of your other things, there’s always a, an acronym that kind of drives it. And so you talk about salvaged. What is South?

Patrick Schwerdtfeger (11:40):

This whole thing started. I had a client asked me to do a webinar discussing, you know, the, the, the, the pandemic and the quarantine and how businesses could survive. So I started doing the research and I kind of ended up with, uh, nine trends, like ended these trends existed before. Okay. But that they’re accelerating as a result of this. So it’s not like this is anything new. In fact, a lot of the trends I even discussed in my previous book called anarchy. So there’s some overlap in that content, but the point is that they’re, that they’re accelerating as a result of the pandemic. And so I took the first letter of each trend and put it into one of those Scrabble sheet engines that you get online and just to see what it came up with. And it came up eight of the letters, uh, fit into the word salvaged.

Patrick Schwerdtfeger (12:23):

And I was like, wow, that’s incredible. So I combined two into one and that’s the acronym. So the assets, these are, I’ll just run through them. But again, these are trends that existed before, but they’re accelerating. So the first one is self-sufficiency, uh, these are the off the grid, survival people. There’s more of them today than there were before. Number two analytics, that’s the, a data analytics is everything. And certainly here in advertising, what we’re talking about today, the Al liquidity priority. Number one right now is liquidity, just survival. Uh, what’s your cash position. For example, we’re going to see an increase in cash balances on company balance sheets, for example, uh, what’s the next one V is virtualization, which is obvious even just these zoom calls. It’s a good example of that. The second day is automation. So robotics and automation, uh, the G is a government.

Patrick Schwerdtfeger (13:15):

And whether you like government or hate government, I’m, I’m fine either way, but they’re spending money. They got budgets and they’re spending money. So if you can sell something to support a government program, that could be a growth opportunity. Uh, the E has exponential thinking. Uh, so I mean, we’re living it for the first time. The population truly understands exponential progressions and that’s becoming more important. And then the last one is D for decentralization, which is kind of like the big trend that encompasses all the others, because we’re really going towards a more and more decentralized in so many ways. Open source is probably the best example, but we’re really going from centralized structures to more decentralized structures. The media is a great example. Like you’ve got these channels. We used to have a dozen primary media outlets today. There’s literally millions of blogs and podcasts and so on. So that’s again, centralized to decentralized, tapping into the power industry. We start these centralized power plants. Now we’ve got solar panels on millions of roofs around the entire world. That’s a decentralized power generation mechanism. So we see this all over the place.

Jim Rembach (14:25):

Well, and when you’re talking, I start thinking about that and pulling it back in the hole, you know, B2B, digital marketing world. And to say that, how, how can I take advantage of salvaged and all those elements and really become a disruptor myself?

Patrick Schwerdtfeger (14:39):

Well, you know, so, you know, I love the paid, the paid advertising. Okay. And, and the paid advertising is a, so let me give you an example. And I, I like, I like clothing. I like nice jackets and boots and things like that. That’s something that I like. And of course the, you know, the data shows that. So, um, you know, whoever’s selling marketing like on Instagram, for example, I see these photographs on, on Instagram, these incredible leather jackets, and I just immediately loved them. And I go, I go, I click on it. So that’s the original, the first engagement. And then you end up in this kind of labyrinth and, and this is where the data really comes into play. And this, if you want to talk about B2B advertising, I mean, here it is right here. So you have an initial campaign, which is just designed to figure out who is interested in this space.

Patrick Schwerdtfeger (15:29):

You’re not trying to make a sale. You’re not trying to make a sale on that first engagement. You’re trying to get that person to a landing page and then they either engage with it or they don’t. So the original group splits into two. Okay. So now you’ve got two advertising campaigns, one that targets the group that engaged and another campaign that targets the people that didn’t engage. Okay. And so then you’re, you have different offers. So the one goes to two, and then in each case, those people either engage or they don’t. So that splits into four. Okay. And then eight and 16 and 32. And, and the people, you know, we’ve got all these niche, fashion designers now that are thriving and doing well because they’re leveraging this type of exclusion based marketing. So you’ve got your original campaign, you’d get them to a landing page and, you know, group engaged in group B did.

Patrick Schwerdtfeger (16:19):

So you exclude B and you do a new campaign to a, and then you do another one to B and you exclude a, so you’ve, it’s an exclusion. Okay. So you’ve segmented that the marketing from one to two, and then you segment further and further and further. So I have a friend of mine who actually called me today. I have to return his call and he is the voice, like the host of a quite successful, a video program. You pay for it. It’s not free. You pay for it, but it’s a video program about medicinal marijuana. And that’s not really a field that I’m passionate about, but he is. And it’s very like, you know, doctors and it’s very medicine oriented. It’s not at all like, you know, the more, you know, different types of genres within that space. But, but the bottom line is he goes into the studio here in Los Angeles from time to time.

Patrick Schwerdtfeger (17:08):

And he records dozens and dozens of little short video clips designed for these little segments. Right? And so you ended up for one campaign, you can end up with 60 or 70 different paths. So what, when, when people say follow the customer journey, when people say user experience, this is what they’re talking about, right? They’re the people who engage with that advertising. They feel like they’re being held by the hand and walked through. And at every stage they’re getting a message, which is specifically tailored to what they’ve done so far. And the more intuitive you can make that process, the more trust you’re going to build and trust is an essential precursor to the purchase. So for the sale. So if you, if you want to sell stuff, you gotta use these exclusion based marketing channel and marketing opportunities. And the one last thing I’ll throw in there before just you’ll respond obviously, but is the omni-channel opportunity where, you know, the first advertising can take place on YouTube.

Patrick Schwerdtfeger (18:10):

Okay. For example, and then you can send them, send them to a landing page. And now you’ve got a pixel, you’ve got a Facebook pixel on that landing page. So now you can target the same person on Facebook. And of course they own Instagram. So you can tag them there as well. And then you can do remarketing on the Google display network. So they see something on cnn.com or weather.com or something. And it creates this impression that you’re huge. You’re a big player, even though it could be a small team, right? Like I do this myself. I’m a speaker. I earned my living by speaking at conferences. If people go to my website, it puts a pic, it puts a cookie on their machine. I follow them around for 30 days and they see my ad on different websites. And so they’re like, man, and I’ll tell you where this happened, by the way, because my fourth book, uh, I wa I wanted to get a cover quote from, uh, Brian, Tracy, the speaker.

Patrick Schwerdtfeger (19:02):

And so I went to his website and I contacted him. He never even returned my email. That’s fine. But for the next two, three, four weeks, I started seeing ads for him all over the place on all these different websites. And I was like, you son of a gun, look what you’re doing. You’re remarketing meat. He looked like a rockstar. And now he kind of is a rockstar. I’m not right. I’m a small player, but now I’m doing the same thing. And people who interact with my website, they see my, my, my ads come up all over the place for the next 30 days. And by the time they, they, they actually connect with me. They’re like, wow, you’re, you’re a big deal. That’s the opportunity. You can be big when you’re small, that’s the opportunity and digital advertising this paves the way.

Jim Rembach (19:47):

Alright. So when I start thinking about, uh, you know, all of the, what you’re talking about, and, and even going back to the whole salvage piece and the way things that are accelerating at an ever increasing pace, the pivot that iterate, I mean, all of these elements, I started looking at what I currently have in front of me and what I have to work with.

Patrick Schwerdtfeger (20:05):

Yeah.

Jim Rembach (20:06):

Legit. So if I am in a B to B digital marketing role, and I have to work within the same budget, what would I take away from and put into,

Patrick Schwerdtfeger (20:15):

Um, you know, I would just say that, that, you know, the beauty of the online world is you can throw 500 bucks at something or a thousand bucks at something and get a pretty good data of whether or not it’s going to, and by the way, I never even fully answered your previous question. It’s the first a and salvaged analytics, right? Analytics is the opportunity is as far as B2B advertising goes, leveraging data is the opportunity. And you can present yourself to be huge. But yeah, if you’re, if you’ve got a limited budget, like I’m doing this right now, Amazon, and so I’ve thrown a campaign, I think I’ve spent $600. And I already know that, you know, certain things are working. Like I’ve got one category, uh, where I’ve made five sales in that category. And it’s the most sales I’ve had in any one category, but they’re expensive sales.

Patrick Schwerdtfeger (21:07):

I’ve got a whole bunch of other categories where I’m not making as many, but they’re cheaper. And so like right now on Amazon, I’m targeting like over 50,000 keyword phrases. I mean, it’s just an enormous amount of keyword phrases. And so immediately $600. Like that’s what I’ve spent so far. And I’ve already, you know, like I targeted, for example, uh, you know, Tim Ferris, okay. Or Daniel pink or some of these well known authors, Malcolm Gladwell, like you can target the keyword phrase, Malcolm Gladwell, or Tim Ferriss, or the titles of their books, for example. So, and they’ve all written many books, so you can get a lot of keyword phrases very, very quickly. Well, it turns out that everyone’s targeting Tim Ferris’s books. So the clicks are like $3, $3 a click, just so you’re never going to make money selling a book. I’ve only got, you know, four or $5 profit in a book period.

Patrick Schwerdtfeger (21:58):

So, but meanwhile, I can target 50,000 other keyword phrases, which are quirky, weird period phrases they’re hardly ever get hit, but when they do, no one else is targeting them and I can get those clicks for 20, 25 cents. So it’s, you know, I can get the same traffic. So the beauty of this is by the way that, uh, that if other people are trying to like reverse engineer, what I’m doing or replicate what I’m doing, it’s highly unlikely that they’re even going to know what I’m doing because the keyword phrases I’m targeting are really like long tail keyword phrases. So, so my, my advice is test like just put $500 towards something, a thousand dollars towards something, and then analyze the data like crazy and figure out what’s the most. Then your step two becomes obvious. So it’s not that you take away from, from Facebook and give it to YouTube. I don’t have that answer. Cause I think they each target different audiences, but there’s, there’s value again in taking small steps and iterating small steps, iterating small steps. Right.

Jim Rembach (22:59):

Well then that leads me to ask the question because I mean, you a big guy thinker, uh, I I’m like, okay, no constraints on you, Patrick. You know, I give you all the money that you, you need, you know, where are you going to invest it as a B2B digital marker?

Patrick Schwerdtfeger (23:14):

Yeah. I mean, this is, this is a great question, actually. So do you know by chance, do you know, Joel Olsteen Reacher is based in Texas. So that guy is on TV for a half hour, every Sunday with no commercials. Do you know what that costs? That’s expensive. I don’t know what it costs, but who pays for it? Joel, Olsteen pays for that. Okay. He pays for that. So, and then he knows, or by experience, he knows that he’s going to get enough in donations to pay for that and have some leftover, which goes to his ministry. Right. And Tony Robbins was on TV in the nineties, right. Who paid for that? Tony Robbins did Susie Orman. She did PBS specials, cost about 120 grand to be a, to do a PBS special Susie. Orman’s done that a couple of times. Wayne Dyer did that too.

Patrick Schwerdtfeger (24:03):

So in, in my business, there’s a guy who I follow. Who’s a competitor of mine. His name is Jeremy Gucci’s from candidates. Great guy does an outstanding job as a speaker and as a futurist. But he has a video on YouTube, which is well optimized. And I also have well optimized videos on YouTube and it’s called like innovation, keynote speaker or something like that. And I’ve done that too. I’ve got a lot of videos. I’ve got 700 videos on YouTube. So I know roughly what kind of viewership you’re going to get just from an organic listing. Okay. And he might get 10, 20, 30,000 views, maybe 40,000 views of a video like that. Meanwhile, he has like six or 7 million views. Okay. On that. He bought those views. And I know he did cause I’ve seen the ads myself. So I’ve, I, I do ads on YouTube.

Patrick Schwerdtfeger (24:50):

And for any kind of targeting here in the United States, you’re going to pay about 79 cents per view, roughly. Right. So you do the math. If he’s got 7 million views at 8 cents a piece, he spent $560,000 promoting the heck out of that video. So here’s the answer to the question, right? You never, you need to have a business model, which is good enough to pay for what you spent. Right. If you’re just throwing money away, there’s no point is no point in doing that. Okay. But like for example, a what’s that guy’s name grant Cardone, the 10 X rule, right? He has his book on the, on the very front table, in the Hudson bookstores of the airport that costs $70,000 a month to have your book there. Right. Good to great. Jim Collins. His book was there too. Why? Because both of them have big backends that can pay for it.

Patrick Schwerdtfeger (25:44):

Right? So you have to find a business model where your conversion rate is enough to pay for the advertising you’re doing and then scale up as far and as fast as you possibly can. So a lot of people fantasize about how much money they want to make. Um, I fantasize about how much money I want to spend. Like I would love to spend a hundred thousand dollars a month profitably. I would love to do that right now. And what would I pick? Well, you just gotta test until you find one where you can scale up higher. So, and that’s what I’m trying to do on Amazon right now. I know a guy who’s spending thousands like five to 10,000 a month on Amazon and it’s not profitable, but it’s breakeven. It’s roughly break even. And his book is selling like crazy. It’s a book about gambling and horse racing and he he’s, he’s absolutely doing spectacularly well and it’s breakeven.

Patrick Schwerdtfeger (26:36):

So he’s going to scale up as far as he can, until they won’t, there’s no more clicks left to buy. So that’s, that’s what I fantasize about is to have an advertising campaign that I could just scale and scale and scale. And if I had to pick one, just to answer your question, I would pick display ads, display ads on other websites. Cause you get implied credibility. If you’re running display ads on cnn.com or whatever Fox news or whatever it is, people, they, it creates a certain effect. I’ve heard this so many times in my career that people think it’s a big deal. Little, do they know that you can pay to be there, but to be running display ads at scale? Uh, I think that’s a huge opportunity. That’s what I do.

Jim Rembach (27:25):

Okay. So you, I mean, in order to kind of bring this all back home, because we talked about a lot of different things. I, I have to S I have to say, okay, if self reflection, time talking about it for a B to B digital marker, what is one vitally important question they need to be asking themselves?

Patrick Schwerdtfeger (27:42):

Mmm. I mean, conversion rate. I mean, it’s your conversion? Like where is the conversion the best. I mean, that that’s to, you know, I know that that’s just what I’m telling you is it’s not a question, that’s a destination. It’s a question. That’s the beginning of a journey, right? Because, and that’s always the way it is. Like, I, I don’t think it’s, I don’t think it’s responsible for someone to say, Hey, this is the answer to the problem, because it’s going to be literally different for every single product or service you try to sell. But if you always just look at that conversion rate, like what’s the conversion rate, and if you’re doing it at a loss, like you, you talk about the lifetime value of a customer. That’s another, uh, question that, that really cause, I mean, if you have a long life, so when you need is you need a series of products.

Patrick Schwerdtfeger (28:29):

Like you got the front product that you’re selling, which is like your trip wire. It’s like, you’re in your lead magnet. Right. So it’s really good value. It’s cheap. And because the bottom line is like, if someone spends anything with you, $2, $1, $8, they’re eight times more likely to spend a second time than someone who’s never interacted with you at the beginning. So this, they call it a trip wire. So to have some sort of a trip wire where you’ve got a really good, you know, pretty good value, you might be selling it at a loss potentially, but it gets them in the funnel. And now you’ve got other things on the back end where you can get that you get more money from that same customer on average. I mean, not every single one, but on average, you’re going to get more money.

Patrick Schwerdtfeger (29:10):

What does that allow you to do? It allows you to spend more for the initial interaction and still be breakeven or profitable, which means you can kill your competition. Like if your competition can spend $55 on a new per, on a new customer, but you can spend $85 on a new customer and still be breakeven or profitable, you’re going to rule the table. Right? So it’s always a question of like how much value can you get out of a customer? And in many times, if you’re, if you’re coming into the space with just one product or one service to sell, stop, don’t start there. Make sure you have at least three right. Three products where you’ve got a menu. You’ve got like, okay, there’s an always pick something more, more, more expensive. You know, like the most expensive gym, this is crazy. The most expensive iPhone that you can, or the Apple phone that you can buy is $114,000.

Patrick Schwerdtfeger (30:04):

And it’s like encrusted with diamonds and all this crazy stuff always have a more expensive product. Like in the nineties, I studied marketing and finance when I went to university and that there was a very famous case history from the nineties, it’s in most marketing textbooks. And it talked about the grocery stores that had wine up until the nineties generally had wine in the $10 range and the $25 range in the mid nineties, early to mid nineties, they started carrying the $45 bottles. Nobody buys the $45 bottles, but it dramatically increases the sale of the $25 bottles. Okay. So you get a more expensive product not to sell it, but to have it available because it’s going to increase the sales of the ones lower down on the menu. So you have a menu of products, three, four, or five products in a, in a sliding scale from very cheap to very expensive. Then you go in right and start calculating that lifetime value, follow the data, make sure you maximize your conversion rate. And then you start to see, okay, I can spend $80, $200, a thousand dollars for a new customer, depending on what it is you’re selling. And then you can, you can make decisions that other people don’t even have access to.

Jim Rembach (31:18):

Oh, so Patrick, I’ll tell you your massive information. So his new book is pandemic inc, which was a written after the anarchy ink, and both of them are well worth your rate. So Patrick, I’ve enjoyed my time as usual. So how do B2B DM gang get in touch with you?

Patrick Schwerdtfeger (31:36):

You know, I mean, my website is, you know, I’m a speaker, so I, my website is geared towards that, but, but it’s a great way to get ahold of me if anyone has questions or they want to connect somehow the emails that get sent through the contact form. But my website, they literally come into my own email box and I still can get to most of them. Sometimes I offload a couple if it gets heavy, but for the most part, I reply to all the messages. So if anyone wants to get ahold of me, you know, it’s PatrickSchwerdtfeger.com. I know that’s a disaster, but it will get to me. You can even go to book patrick.com, which is a shorter version, which should forward a, but sometimes that’s glitchy. But yeah, my full name.com. If anyone’s interested, I’d love to connect

Jim Rembach (32:16):

Patrick Schwerdtfeger Thanks for sharing your knowledge and wisdom. And we wish you the very best.

Patrick Schwerdtfeger (32:20):

Thanks so much, Jim. I appreciate it.