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.
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.
Welcome back everybody to another episode of the industrial Marketer Podcast your place for the tips, tech trends and tactics for industrials who care about driving leads and revenue to their businesses. I am one of your hosts it's time for a hot Joey summer. And we got lucky this year guys because April showers brought us some made Nelses is now so how are ya?
Nels Jensen:A Nels system is coming through.
Joey Strawn:I left. It's a strong Nels coming in from the southeast. Everybody get ready because you're gonna learn a lot about industrial marketing. I hope everybody has their knowledge, pails, or whatever those are. Man, it's good to see him a man Summertime is here. We're talking marketing. How have you been?
Nels Jensen:Been very well? How about yourself?
Joey Strawn:No, you know, you know me, I just can't stay away from all this marketing talk. We're looking to get out into the 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 to talk about today is not summertime fun, although this will be fun. But being in the here. And now, as b2b marketers, whether you're, you know, a b2b tactician, whether you're in the field every day, either on a social platform or managing emails, or you know, optimizing a website or whether you're at the top level of strategy, thinking about how you need to better engage with your customers, your prospects and your sales funnel, what we're talking about today is going to apply to you because we're talking real time marketing and real time data, and using that for your benefit, you know, history and what that all means is going to be exciting when now so because this is a topic that a lot of people are talking about nowadays.
Nels Jensen:Yeah, and it's, you know, I find our clientele at least as we've discussed more of this with some of my was I had an on site visit with a client last week. And it was really interesting in the, in the sort of ends of the spectrum of wow, this is awesome. And then there's also the, you know, I'm just gonna say people have maybe my age and experience where there's always the, this is kind of creepy.
Joey Strawn:This is kinda creepy that this is kinda creepy effect is, is rampant through this, I'll be honest.
Nels Jensen:So you know, like many people, it's, there's, there's a different, there's obviously many different ways to look at this, but I find this, you know, you have to offer up a little bit of restraint when you get some of these touch points and data points, but it's, I find it fascinating and I find it just like this awesome entryway into you know, beginners level of ABM if you want, you know, whatever we're gonna have, we're gonna have a good time talking about this, because I, I think it's just a really fascinating subject.
Joey Strawn:Well, and I'm glad you mentioned that because I do want people to know that we're going to be talking about a diving into a BM there's no real way to talk about real time marketing and how to use real time data in now's market without, but we're gonna go through the whole spectrum because, you know, we want to on this show, really dive in and understand the topic, really see how it's being applied and how it's used. But we're gonna leave you with some sort of hands on, you know, on the shop floor thought so, you know, stick with us till the end. And we're really going to dive into some ways that you guys can put this to use this year, even if you're not paying for a huge data engine. But you know, one of the things I want to start with Nelson, I want to, at least for our conversation today, it's going to change, you know, and that's fine. But I want us to define kind of what we mean by real time marketing, because over the years, it's changed and fluctuated a little bit. You know, real time marketing used to be like only paying attention to the news and then tweeting something that's relevant to the news, like at one point in time, that's what people called it. What we're talking about is actually focusing your marketing efforts around like events, feedback, content and trends that are happening in real time using the channels at your disposal, disposal a lot of times that social channels or email channels, but understanding what's happening in the here and now in your markets and being able to readily respond, adapt and react to those realities. That's what we're talking about today.
Nels Jensen:Yeah, and in some cases, it you know, if your legacy old school, you can think of real time marketing is almost what happens at a trade show. Yes, it's, it's, it's not. It's the same type of opportunities and things to pay attention to and things to react to. So yes, chances are, you've been doing real time marketing before this. Right, just in a different format and different technology than you know, and there's in that the scope is just much wider and deeper for real time marketing.
Joey Strawn:Well, and you know what now I am going to use a long standing tradition on the industrial Marketer Podcast of using an analogy and comparing something to trade shows. This is in that vein of if you think about approaching your market online, as you would have a trade show, think of your ideal environment, everybody that you want to talk to, is there. And man, wouldn't it be great if you knew every booth, they were going to what they wanted to see at that trade show everything that was happening in their life and their favorite way to be confronted at a trade show and what Starbucks drink they want the most like? Wouldn't that be just amazing now, so if you could have all of that information at your disposal, when you walked into a trade show? I that's sort of what we're talking about in this world like that is the ability that some of these technologies give us nowadays is to know that level of intent, desire, personal personalization, and where they are in the buying cycle, right at your disposal at any point of time.
Nels Jensen:Yeah, and I think, I'm not sure exactly how you want to do this definition thing. But I would like to add, you know, the context that when we talk about real time, there's literally real time, which can work. But mostly, we're talking about near real time, we're talking about, like you want to react to in the fairly soon horizon. And obviously, this depends on many, many, many factors. But you know,
Joey Strawn:Actually Nels, thank you.
Nels Jensen:Interrupting the phone call with Hey, now that you're on the line, we've got, you know, that's
Joey Strawn:Exactly. And you know, there are stats out there, there's one that we found that it's like, probably only seven to 10%, of marketers right now even have the ability to implement, like real time marketing at its highest level of intent, you know, so the reality that we're dealing with as industrial marketers is, real time is going to be whatever timeframe is most relevant to your frequency, and your audiences, because the in parentheses, the data will always be there for you in real time. And that's sort of what we mean is that whenever you need to dip into that pool of information, we want it to be relevant, up to date, contextual, and targeted focus to your audience. And that is what the benefit of real time marketing and real time data that we're talking about for industrial marketers, because I mean, now you make a really good point is, there's no, there's no reality in which our industrial marketers or listeners this podcast are sitting and just waiting on Twitter for someone to mention their brand name. So they can immediately tweet back and then give them a call and answer their question about, you know, a circuit breaker or, you know, what, just the best inventory management system for their 17 warehouses, you know, that's a different level of real time, and maybe every other day, on a regular scheduled dipping into that resource pool is the real time enough. So, you know, keep that reality in mind as
Nels Jensen:Yeah, but another way to look at it, too, is there you're listening. is, you know, the time is ripe to get a mention in and I'll use Amazon as the Amazon experience is a great example. Because, yes, I just bought, you know, a new circuit breaker. And Amazon is asking me, Hey, is this a good time to think about the latest and greatest and switchgear? You know, so, you know, they're getting, they're staying 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, I just bought that. I don't have that kind of money, whatever. But that is an example of sort of real time marketing. And real time marketing, as we'll discuss can be more active, and it can be more passive. And it's just that it's just a reminder, I use the Amazon analogy as a reminder that there's lots of different forms of marketing, and there's lots of different forms of real time marketing. And, you know, it's just, it's always a balance, right? It's always a matter of just getting on the radar screen. It's a matter about knowing what your intent is, you know, the buyers intent is, and it's just what is the right message at the right time in the right place, right. And now it's, I think it says, All right,
Joey Strawn:Well, you know what, I want to take it down a level deeper than that and use that exact example to talk about how industrial marketers that may be listening to this could implement something like that with the systems they have in place because you know, it's seems magical when Amazon does it, oh my goodness, how did they know that I was looking at this and then abandoned my cart. We all know that the email systems we use, whether it be my AMA, or Shopzilla, or, you know, oh, man, HubSpot, any of those they can set well, they can get you all set up on the email drips, don't worry about that. But if you have your website tagged between related products, if you have monitoring on your website for when people leave certain pages, then all it takes is a couple automated triggers to say if someone buys this, then they are relatively interested and a need for this. So send them a message about this through our email server when this action happens. So right, once you know it's just like any sort of pin and Teller or David Copperfield trick is like once you know, the mechanics behind it, it can be really impressive, but some of the magic, it gets defined a bit. And that's what we want to be able to do is like looking at these tools, looking at this idea of real time marketing and real time data, you know, how can we put that to use not everybody's ready for ABM? So let's start with just marketing. How can a pelican an industrial marketer really put real time analytics and real time marketing to use? Social is the first thing everyone's gonna think of? So let's get it out of the way. Yeah, so.
Nels Jensen:So actually, I haven't really thought about social in the sense except for I'm aware that users now have the same sort of demands for b2b that they have for b2c, that, you know, if I want to complain about an experience or a product, I can go on social media, and I may well get a customer service response from a brand, right is, is that what we're talking about?
Joey Strawn:A level of it? Yes, it takes it a step further to of being able to set up like setting up a HootSuite or a Social Mention and listening for brand names. So if someone's asking a question, they may not be tweeting at your handle or posting on your Facebook, but you're listening for questions that are related to your products, you know, so it'd be like, well, what are you know, how can I save money on my energy bills, that seems like I'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 these sorts of chips, and these sorts of things. And here's some information about it. So it's on that level two of being able to respond in real time and listening on social media for things that people say, the reality, again, we go back to it, do you does everyone have the capacity, or the depth of team and their marketing department to do that? Not always, but there are tools that will listen for you and can provide you reports. And you can even set it, you know, I know some of them Sprout Social buffer, and a handful of others. If there are key terms or trigger phrases, or red alert terms, or however they define it, it can notify you immediately. So if there's a level of hierarchy that you need to be on alert for all the time, you can set that up, and then everything else gets delivered in a daily, weekly or monthly report. So you know, just listening on social being present, is something that a lot of people will naturally think of when we think of real time marketing, because that's sort of the first thing that comes to mind is oh, well, how do you talk to people in real time? Social media? On the market?
Nels Jensen:Right? Sounds a little bit like chatbots, and a website terms of hey, what can I help you with? Or
Joey Strawn:That is very much an example of real time marketing. But on your website, you know, understanding which pages, we can shift off the social and actually go to that's a great channel to think of some real time analytics about because what are you doing on your website? Are you looking at the pages that are most popular? You know, how do people get there? What do they do when they're there? And are you prepared with a chat bot or a button that leads to a resource that was applicable to that page? Are you ready in those real time moments to provide the answer that they're looking for? Slash parentheses? Do you even know the question that they're asking?
Nels Jensen:Yes, well, right. And we've touched on this before but the underutilized FAQs, especially talk to your customer service, people talk to your salespeople, you know, if you're not sure, what are the most frequently asked questions related to your product, your service, the maintenance, all of that? I mean, you know, we've talked about that before. For goodness sakes, utilize FAQs. And on your websites. It's it's such a frequently visited page on websites because people have questions
Joey Strawn: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 library of resources that answer those questions. If you know you get asked them a lot, build very helpful, sophisticated, easy to read and use and distribute pieces that answer those questions. This can be just on hand and on deck to answer on social that we talked about before, this can be linked at the exact right time on your website when people go, but it's a great thing.
Nels Jensen:You're telling me you can, in real time steer people to these answers. Exactly.
Joey Strawn:And you know what, let's, let's jump to another channel. So before we even dive into the ABM of it all, but another real time opportunity, we mentioned it earlier, and we're going to talk about it again. But trade shows, conferences, you don't even have to be ready to go but knowing about what conferences are happening, being ready to set up maybe geo targeted ads in the city that you know, a conference of your target audience is going to be understanding which of your audience is going to be there to send them emails, or social mentions or text messages while they're at the show in quote unquote, real time scheduled it beforehand. But had that happened for them in real time at the show.
Nels Jensen:I saw one of these in use. And obviously I'm I'm not as tech savvy as you are in the stuff or you know, for those of you who don't know, I'm one of the word guys to writes longer form content and Joey knows all about all the rest, but we do chart some truck driver recruitment. And actually, I actually saw this unused when I was on the road recently on a on a long drive as you know, you enter a truckstop and you are in the real time zone for some driver recruitment. You know Yeah, it's it's not just on while you're at the trade show. It's on when you're in the restroom, you know,
Joey Strawn:Oh my oh my goodness, there are there had there are ways that and there are networks you can do this for you know, with truck driving specifically but within all industries is truckstops in general have a network of internet comm internet. CO sponsoring so before you log on to the free Wi Fi at a pilot's you may have to click through a JB Hunt or a PAM transport ad on your way through so you get brand visibility. It's you know, that idea of surrounding your audience, and which is a perfect segue into ABM. You know, this is a huge topic nails, everybody's talking about Account Based Marketing and Account Based Marketing and ABM of the future. You know, we've I've seen reports up to say that up to like 94 95%, of marketing departments claimed they have an active ABM program. I don't know if that's true or not. But you know, we see these reports that it's definitely growing. We could we've had episodes on it, please go back and listen to our archives on ABM. But the idea at its heart is surrounding targeted, chosen important prospects with personalized, relevant information. And there is no way to do that in today's world without using a real time data collection, analysis and some sort of real time marketing activity. It's just, this is baked into the DNA of ABM as you want to deliver those experiences to the, you know, CEO of Exxon at exactly the right moment when they are looking for you. And that's a big part of ABM is understanding those data fields, and really diving into the tools that allow you to do that.
Nels Jensen:Yes, and my reference at the beginning of this episode, you know, was far less precise than what you're talking about. But generally speaking, you you know, the beauty of real time marketing, you learn of these touch points, with the client potential prospect, rather ideal client profile. And, you know, it sets up opportunities for you to do your research and check it out. And, okay, this is, you know, we're, we had some touchpoint with this person from this company, and maybe you're not even aware what the company does you check it out, and it's like, Ooh, wow, this is gold, you know, so. And I realized that what, in some cases, you're talking about automation, you know, in streamlining and in some cases, it depends upon how niche you are, but a lot of our clients you're talking about, you know, the, the buying journey is so complex that it's worth checking out all these touch points. You may have, you know, a dozen a day but you know what, who, you know, who is buying stuff on our E commerce site and holy exactly when that is, these folks would be awesome. 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:Let's go to a pool of Resources and find something relevant to their needs,
Nels Jensen: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 technological approach, but it's gold. It's like, you know, we've we know of clients who, you know, just poked around on Well, who's actually buying the excess varieties? And could we sell them the big equipment? You know, it works?
Joey Strawn:Well. And, you know, in our previous episodes, about the ABM methodologies we talked about, well, one of the first steps is figuring out that core list of clients, let's say what you do involves nuclear reactors, or power plants, there may only be 15 of your clients in the whole country, you know, purchasing managers for a nuclear facility, who knows the very small target, but if you know what those companies names are, you can find their websites. And if you have the correct data points, you can know who works there, and which websites they go to, and which trade shows they go to. So you start to be able to build a network to surround those specific people with unique experiences. I mean, it'd be fantastic if without you having to do just watching your website all the time, if the CEO of the nuclear reactor plant that you need to be talking to shows up and the websites like, Hey, David, did you know that our company XYZ, you know, react, your cleaners can do this for your company, like Call us today at this specific number, David, of the company we want to work for that would be the level of personalization that we're talking about with ABM. And but something like that's going to take real time data analysis to know that a, who's there, and what servers are they using? Be? When are they cookied? And when are they on the site? And what sort of information do they need to be shown? So this, it's all sort of wrapped up in that mix of if this is you can do this at a very, very rudimentary level, like we would say baby step into it Kaizen your way, through learning how to ABM exactly how you describe nails, all the way up to that very sophisticated, we're paying 1000s of dollars for a tool like Terminus or Bambara, to target focus, you know, laser focus on these companies. And everywhere in between, you can
Nels Jensen:You can look at it the target laser focus is, is one end of the spectrum and just, you know, sort of instant qualifying of leads is another, you know, so it's Yep.
Joey Strawn:So I mean, and we know, it sounds like a big a big lift is like, oh, real time analytics, real time marketing, I'm gonna have to always be doing this. But I want to harken back to what we said at the beginning is real time for us industrial marketers in the b2b supply chains. And, you know, the gritties of it all, that looks very different. And it can look exactly how it needs to for whatever frequency is real time enough for your buying cycles and your audiences. But there are definite benefits. I mean, we've we've seen people, you know, who implement this really do benefit. One thing is in on the retention side, something like 85% of marketers say that ABM significantly increased their than retaining and expanding client relationships, because you're giving them more care, they're giving them more help and support and personalization.
Nels Jensen:It's it's think about the organic growth possibilities is okay, not only now you know, who you're doing business with, but you have more, you know, real time touchpoints about how they're engaging with you. So, yes, retention, retention is a big deal. And it kind of helps you, as I like to say play offensive defense at the same time. Yes, the retention helps to keep them as customers, but it also allows you to market them to other products and other services. Right?
Joey Strawn:Well, and in the retention is a huge deal nowadays. Now, after COVID. And the pandemic and shutdowns we're still coming out of that. I mean, knows you and I know specific clients and and people who have backlogs and so they're like, retention is important for us, because we cannot take on new clients, we are working with a limited universe, and we have this so retaining what we have is of utmost importance, and a lot of people are in that vein, you know, go back to the nuclear reactor example. If there's only 15 people you can sell to, there's not a lot of lead gen available. Outside of those you can if
Nels Jensen:You can, you can bet it's going to be less expensive to keep them than to bring in a new one. Right?
Joey Strawn:Exactly. So you know, the the fact that real time marketing can help with retention is a huge benefit. We've also seen the size of accounts improve You know, ABM specifically but you know real time marketing and focusing can increase the average size of deals, you get more money because you have more trust, you see more areas that you can help along the way. And I mean, this is there was one that I think that was the staff that I'd found now. So yeah, it was the Teesta status to like to, that sounds fun stuff Teesta. they project it by 2025, there'll be more than 24 billion interconnected devices in use around the globe, like providing data points for us to take advantage of the Reach that's going to be available through this real time data is exponentially growing every year. So if there is a large audience, and if there is an audience segment that you need to dive into this real time data, and these real time marketing activities are going to be a significant way to get that reach and hit that audience in a timely and consistent manner.
Nels Jensen:Yeah, I think it falls under the categories of, you know, real time marketing. And again, there's a big spectrum of what real time marketing is, but some of it is a differentiator now, but it'll be a table stake shortly, right?
Joey Strawn:It'll know exactly.
Nels Jensen:If you're, if you're not doing it, you're falling behind kind of thing.
Joey Strawn: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 trying ABM in some form or fashion, whether they're doing it correctly up for grabs. But, you know, they're saying they're doing it. So again, table stakes, all of this stuff is going to eventually either be table stakes, or you're playing a lot of catch up against your competitors. And in the industrial sectors, that's sometimes that can be insurmountable
Nels Jensen:to pass. Yeah.
Joey Strawn: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 about three real things people can explore.
Nels Jensen:Sounds good. How do you get started? Right?
Joey Strawn:All right, let's head on down there. All right, I hope everybody is imaginary on the shop, floor it segment music played and that you loved it. We want to put this in perspective, we want to hit the ground running and have people get started using real time marketing in 2023. So we've come up with three ways that we think we can do that. And let's just talk about them. So the first way, is, just listen, listen to what people are saying out in the market. You know, one of the things that I'm going to propose as the tech guy here is go and set up Google Alerts. You don't have to buy fancy social listening software, you don't have to subscribe and buy all the magazines, go into Google, set up free Google alerts for industry terms, industry trends, issues that you know, that affect your industry. And just pay attention to as those notices come in, there might be a large thing that you need to address as a brand, that would come in through a Google alert. And that's free and easy. And it comes right to your inbox. But I mean, outside of that, you know, do everything we talked about before. I mean, now, so we talked about conferences, there's events, newsletters, just be invested in the industry that you're providing.
Nels Jensen:Yeah, and that the listening that the Google Alerts, you'll quickly learn if you've not used them before is you have to be narrow enough. So you just aren't inundated with useless data, you know, Oh, yeah. You can't just use a term that's out there voluminously every single day. But yes, but your, your, your company name, your product names. And then you can sort of broaden it a little bit from there, you could go after certain very narrow pain points that maybe people might be talking about whatever. But yeah, it Google Alerts is it takes some refinement, you have to pay attention to you know, really, truly benefit from it, you have to really learn how to leverage it. But for each free tool, very powerful.
Joey Strawn:And you know, sticking in the age of free, sign up for newsletters, if there are influencers that you respect in your industry or their newsletters from associations, or event groups that support your industry, sign up for their newsletters and just keep a thumb on what's going on. So listening in those areas is is always you know, a high high recommend.
Nels Jensen:Also this kind of old school. That's kind of old school. Yeah, real time. Yeah.
Joey Strawn:And then later in the new school if you have a social tool if you have Sprout Social or Buffer or HootSuite or one of those set up listening feeds listen for your brand names. set up their frequently asked questions or key, you know, as Nell said, like red alert or problem areas or you know, issues that people will talk about. And if you have those tools already there, there's no reason you shouldn't be using them to listen. So that's the first thing you can do in 2023, to be a real time marketer, listen to what's going on in real time. And, again, define real time as what makes the most sense for your industry. Number two, Nelson, what do we have for number two?
Nels Jensen:Well, I think we mentioned it earlier, it's like your, your, what resources do you have? And are they up to date? So that you can answer questions for people and send out information that people are asking, you know, the automated email drips the, you know, FAQ kind of thing. Basically, are you prepared to answer questions in real time,
Joey Strawn:And that is a, you know, one, this is going to be a valuable exercise for real time marketing what we're talking about today, but man, if you go through, and you collect those PDFs, those videos, those one sheeters, 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, on Facebook, on Twitter, and you need to answer early quickly, it's a lot better if you seem prepared, and you seem like the expert. The other thing is, let's go through all the other channels. Real time on your website, you know that people have a question or want to see how something works when they're on a page on your site, put a video there are real time answers. So they can watch it, have a chat bot there that's going to pop up when they watch the video and ask them if they if they want to talk to a technician or engineer about the process of development, you know, be ready to share those things in the in your customers and your potential clients journey along the way. So once you have them all, they're in the same place, you're you're a lot stronger than a lot of your competitors. 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 a tool, whether it's a process, just pick one of your most valuable channels, and test it. I'll give you some examples here. So if you if your website is ecommerce site, or your website is your home base, and as the most important marketing channel you have, then look at some real time data using Google Analytics. Or if you pay for Omniture, you could set it up there. Clicky is a good tool that will do it but set up a way to see what is happening on your website, which pages people go to when and why they leave and monitor that maybe social media is your huge channel, you have a very active audience and you need HootSuite or Buffer Sprout Social Great. On some more integrated systems. Maybe this is the year that you need to test a marketing system like HubSpot, or sign up for Salesforce marketing cloud. If you guys if your sales organization is a Salesforce team, maybe this is the year to do that. Because a lot of those tools come with real time abilities and real time marketing functionalities.
Nels Jensen:So that's your, your marketing automation too. So that's right. That's this can be the Always On components in addition to, you know, the data collection, which is just invaluable. Right,
Joey Strawn:Exactly, exactly. Having the data is invaluable, but then having a tool that translates it and allows you to take action based off it. Maybe this is the year to actually implement something like that. You know, if you're ready to take the next step, ABM is a big deal. We've talked about a lot there are a lot of tools that are out there that can help you specifically implement these programs. HubSpot has some but there are ones that are built exactly for it Terminus ABM, six cents zoominfo, Bara there's a ton. If that most of them have trials, most of them have video demos, all of them do webinars, and we'll walk you through their methodologies. So reach out to them test one of their systems and see if a tool like that is ready. See if you guys are ready for that. That that would be probably the top end of the spectrum here. But all of those other things, pick something, pick a valuable channel and test some way to be active within it in a real time setting. And that's the third, the third piece of advice.
Nels Jensen:Yeah, it's, it's all about how can you be finding the alignment of how can you be responsive and when we say real time, it might even be that okay, that just means that once a day you're going through the Google Analytics and Checking to see who actually is coming to the site. And you might be looking at, you know, a big huge spreadsheet, but you might recognize two or three company names, and then you're passing, you're passing that off to a salesperson. And then sometime in the next couple days they're contacting, and the two three day span might be fine. Yeah, hey, we noticed you did this, or you bought that, you know, in some cases, some cases might call for more immediate, you know, hey, can we put together, you know, a proposal for you? Can we price that out for you? Can we, you know, I mean, the answer is always It depends, right. But, you know, so choose something that you can manage within your current setup and structure 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 Joe the CRM thing, because you know, he's retiring next year. And the last thing he's gonna do is learn new technology. Yeah. Go go with readiness, right, align with what would work for your operation and your staff.
Joey Strawn:Well, and again, know your industry, and then all of our industrial marketers that are listening to this are going to be experts in their industry, because it the stats are going to change, you know, now, you had mentioned in some days, a two day 48 hour turnaround is perfectly fine for an outreach. But there are other studies that show like after like seven hours, you start to lose 10s of percentages of chances of getting in contact with them. Yep. So exactly, you know, look around and look at some of those studies in your industry and know what the expected response time is, or the average response time for your industry. Because if you're not meeting that, that's a problem, right there, at least get up to the average response time, if not real time response time.
Nels Jensen:You make Yeah, you make you make a good point that sometimes these tools will reveal other issues within your organization, too. Yes. And we've seen that we've seen that repeatedly. With martec. It's like, okay, so we streamline your application process, and we're delivering more job applicants than ever. But they all seem to get stuck at the same spot. So maybe it's somebody who's conducting the interviews, or somebody who's screening things and throwing out the, you know, certain people, whatever, these sometimes these tools do reveal other other pain points and hurdles within your organization. And that's a benefit, right? It's
Joey Strawn:Which is all the more reason to test. Exactly, yeah, the benefit and learn. And that's, that's why we you know, as industrial marketers, we are always proposing a Kaizen approach, you know, test, learn, Go forward, go back, go forward, go back, but understand what your market is, understand what your end goal is, and understand the efficiencies you're learning along the way. And that's why testing, especially in the area of real time, marketing is going to be so important for a lot of the listeners of this podcast. So, you know, we'll wrap up with the three real time things to explore in 2023 is again, first, just listen, whether that's Google Alerts, or a social tool, or subscribing to newsletters, just listen to what's going on in your industry, because there will be a time your brand needs to involve itself and you need to be ready. And you can be ready by number two, resourcing up, find your PDFs, find your one sheeters update your marketing collateral, make sure that everything matches and is accurate and is up to date your salespeople know where they are your marketing people know where they are. And when people ask you questions online, you know where those answers are, that's going to be huge. And then finally, test, don't have to test everything. But pick something this year to test on whether it's website, chat bots in real time, whether it's social media improvements on real time, customer service, whether it's implementing a larger system, but find something to test this year to either uncover efficiency needs, or uncover ways that you can use real time data that you hadn't thought of before. This is going to be a learning experience for everybody, especially the more and more sophisticated the technology gets. And that's only going to keep going. So this is something that we're all going to be keeping up with together. Now, so anything to add before we get out of here,
Nels Jensen:Joey Joey, that was well said, you're going to learn a lot just by testing you always do. And this is a perfectly this is a really good case for experimentation. You can learn a lot before you decide how to invest.
Joey Strawn:I agree. And as always, guys, if you have any other questions about real time data, real time marketing Now you could use it for your industrial or b2b company, shoot us an email, we'd love to talk about the sort of stuff. So email us at podcast at industrial marketer.com Or go to industrial marketer.com. We have newsletters, we have things you can read, there's things you can subscribe to. And watch. There's a lot of learning to be had there. And we have a great community. So get involved, you know, subscribe to this podcast. We have great episodes coming up the rest of this year, go back in our archive and see all that we've already talked about in the realm of ABM, to add some context behind some of the things we said today. But you know, this is going to be a great year for learning. This is going to be a great year and the next couple years for technology and marketing integrations, and especially the industrial sectors playing a little catch up but in some areas, getting ahead of the curve. So we all want to experience that together. So you know, keep listening, keep talking. We we love you guys. We love the industrial marketer community. And until next time, I am Joey and that's nows. See you guys