{"version":"1.0.0","segments":[{"startTime":0.248,"endTime":4.12,"body":"So, Jake, could you please kindly introduce yourself?"},{"startTime":4.578,"endTime":6.978,"body":"So my name is Jake as it says on the screen."},{"startTime":6.978,"endTime":13.507,"body":"I'm the co-founder of Channel Crawler, which is a website that helps you to find YouTubers"},{"startTime":6.978,"endTime":13.507,"body":"that you would want to sponsor."},{"startTime":13.507,"endTime":18.751,"body":"So if any of you do influencer marketing and want to get onto YouTube, please buy my tool."},{"startTime":19.773,"endTime":21.106,"body":"Is that good marketing?"},{"startTime":21.106,"endTime":22.286,"body":"think so."},{"startTime":22.286,"endTime":24.806,"body":"You can tell Jake is wants in sales, can you?"},{"startTime":25.686,"endTime":33.226,"body":"And we are also going to be talking about with Jake because Jake is both in the marketing"},{"startTime":25.686,"endTime":33.226,"body":"game and also a founder of a company."},{"startTime":33.226,"endTime":38.066,"body":"So we're to talk about why marketing feels like it's so fucking difficult right now."},{"startTime":38.066,"endTime":42.206,"body":"And obviously, Jake, can offer both sides of that argument, I think."},{"startTime":42.206,"endTime":46.966,"body":"So but before we get into the topic, we always like to start with a marketing confession."},{"startTime":47.106,"endTime":53.678,"body":"because I think, you know, we're, are very much used to seeing people online talk about"},{"startTime":47.106,"endTime":53.678,"body":"how great everything is, especially on LinkedIn."},{"startTime":53.678,"endTime":56.544,"body":"So we like to talk about negative shit to start with."},{"startTime":56.544,"endTime":60.46,"body":"So Jake, confession, something you fucked up recently."},{"startTime":60.814,"endTime":65.014,"body":"Yeah, so I muck up a lot of things all of the time."},{"startTime":65.014,"endTime":71.094,"body":"So one thing, I recently started trying to code and deleted three days of work from the"},{"startTime":65.014,"endTime":71.094,"body":"whole team, which was really good."},{"startTime":71.094,"endTime":76.074,"body":"But in a marketing sense, actually, SendGrid and me have a lot of arguments all the time."},{"startTime":76.074,"endTime":78.094,"body":"Is anybody a SendGrid user here?"},{"startTime":78.634,"endTime":79.474,"body":"No."},{"startTime":79.474,"endTime":80.734,"body":"OK, fine."},{"startTime":81.094,"endTime":83.234,"body":"For good reason, it seems."},{"startTime":83.234,"endTime":88.172,"body":"But anyway, they send me an email to say that there is a change happening with my API key,"},{"startTime":83.234,"endTime":88.172,"body":"and I need to reset it."},{"startTime":88.172,"endTime":93.784,"body":"And I'm really frustrated by this because SendGrid are obviously always giving me a"},{"startTime":88.172,"endTime":93.784,"body":"frustrating experience."},{"startTime":93.844,"endTime":99.877,"body":"So I go on to SendGrid and I try and find what's happening with the reset key and I'm"},{"startTime":93.844,"endTime":99.877,"body":"speaking to their customer service."},{"startTime":99.877,"endTime":101.074,"body":"No one has any idea."},{"startTime":101.074,"endTime":102.408,"body":"I'm getting really frustrated."},{"startTime":102.408,"endTime":103.368,"body":"And it reminds me of my dad."},{"startTime":103.368,"endTime":105.319,"body":"He has like a really, really short temper."},{"startTime":105.319,"endTime":108.526,"body":"And I'm just sat there in the office like hitting the table like, why won't this work?"},{"startTime":108.526,"endTime":109.67,"body":"Can't do it."},{"startTime":109.671,"endTime":113.552,"body":"Anyway, turns out it was quite a well executed phishing scam."},{"startTime":113.552,"endTime":118.284,"body":"So I have given them quite a few of my details."},{"startTime":118.503,"endTime":125.173,"body":"And I constantly get uh authentication notifications coming through and working through"},{"startTime":118.503,"endTime":125.173,"body":"changing a lot of passwords."},{"startTime":125.173,"endTime":129.911,"body":"And I also managed to break a couple of automations at the same time by trying to reset"},{"startTime":125.173,"endTime":129.911,"body":"the API key."},{"startTime":129.911,"endTime":131.624,"body":"So good for me."},{"startTime":131.624,"endTime":133.336,"body":"Thank you."},{"startTime":133.336,"endTime":134.167,"body":"Yeah."},{"startTime":134.656,"endTime":139.611,"body":"I always like it when someone who you think is going to be tech savvy falls for a phishing"},{"startTime":140.77,"endTime":143.842,"body":"Thank you, yeah, I did feel quite foolish."},{"startTime":145.813,"endTime":147.434,"body":"It happens to the best of us."},{"startTime":147.434,"endTime":148.854,"body":"It's a good phishing scam."},{"startTime":148.854,"endTime":149.934,"body":"It's to business."},{"startTime":149.934,"endTime":151.994,"body":"It seems like an appropriate thing."},{"startTime":151.994,"endTime":153.494,"body":"I get it."},{"startTime":154.422,"endTime":159.002,"body":"I don't know if everyone in the room feels that way, but it does feel like marketing has"},{"startTime":154.422,"endTime":159.002,"body":"been a bit hard lately."},{"startTime":159.002,"endTime":161.105,"body":"I want to say lately, mean, like two years now."},{"startTime":161.105,"endTime":169.529,"body":"uh Mixture of things depends on what business you work in and what sector you're in, but"},{"startTime":161.105,"endTime":169.529,"body":"it feels like everyone wants you to do more with less budget or no budget."},{"startTime":169.529,"endTime":174.952,"body":"uh Bigger targets, we're all selling to enterprise now for some reason, even though we"},{"startTime":169.529,"endTime":174.952,"body":"never did that before."},{"startTime":174.952,"endTime":183.335,"body":"ah And every board meeting is basically people nitpicking at your stats and being like,"},{"startTime":174.952,"endTime":183.335,"body":"well, why didn't you make that email get open more?"},{"startTime":183.335,"endTime":184.346,"body":"um"},{"startTime":184.346,"endTime":186.438,"body":"So we want to discuss that."},{"startTime":186.438,"endTime":190.422,"body":"Obviously, we know kind of what the economic background is and we can't get away from"},{"startTime":186.438,"endTime":190.422,"body":"that."},{"startTime":190.422,"endTime":194.425,"body":"But Jake, what does it feel to you that marketing is really hard right now?"},{"startTime":195.062,"endTime":203.746,"body":"Yeah, so my first job was about 16 years ago, and marketing was about one third of it."},{"startTime":203.746,"endTime":207.847,"body":"And at the time, all the tools that we had were a fax machine."},{"startTime":207.847,"endTime":212.049,"body":"That was literally how we used to communicate with customers."},{"startTime":212.049,"endTime":217.811,"body":"Dodgy website connection and no ability to change said website before web flow and"},{"startTime":212.049,"endTime":217.811,"body":"anything like that."},{"startTime":217.811,"endTime":221.353,"body":"You had to get five day approval to get anything changed."},{"startTime":221.353,"endTime":224.248,"body":"And so all of the mechanisms that you had were with"},{"startTime":224.248,"endTime":233.451,"body":"current customers and trying to send them more, you know, print things and then do events"},{"startTime":224.248,"endTime":233.451,"body":"and go to those events and try and activate customers through them or find good lists"},{"startTime":233.451,"endTime":235.921,"body":"outside of the other pages to cold call."},{"startTime":235.921,"endTime":245.964,"body":"And so I remember then that marketing was really hard and then I spent the rest of my life"},{"startTime":235.921,"endTime":245.964,"body":"in sales and marginally entertainment as well for a different period of life and just"},{"startTime":245.964,"endTime":248.955,"body":"forgot actually like marketing has actually always been really hard."},{"startTime":248.955,"endTime":253.484,"body":"Like it's one of those things where we need to get the exact right person."},{"startTime":253.484,"endTime":259.616,"body":"just at the time they need something to come to our site and fill out a form and then"},{"startTime":253.484,"endTime":259.616,"body":"we've converted them as a lead."},{"startTime":259.616,"endTime":261.216,"body":"And actually that's a really difficult thing."},{"startTime":261.216,"endTime":266.318,"body":"And especially for a company like us as well, we're actually relatively a new category as"},{"startTime":261.216,"endTime":266.318,"body":"well."},{"startTime":266.318,"endTime":271.44,"body":"So now we need to not just let them know that we exist, but also this problem exists and"},{"startTime":266.318,"endTime":271.44,"body":"there's a thing for it."},{"startTime":271.44,"endTime":276.401,"body":"So I think marketing has always been hard, but is anybody here not in marketing?"},{"startTime":276.401,"endTime":279.252,"body":"uh One person."},{"startTime":279.566,"endTime":285.888,"body":"I think sometimes we just see marketing or I used to see marketing and go, oh, this looks"},{"startTime":279.566,"endTime":285.888,"body":"pretty easy actually."},{"startTime":285.888,"endTime":290.289,"body":"Just make a logo, put a PDF together, send it out to a few people."},{"startTime":290.289,"endTime":291.186,"body":"What's the problem?"},{"startTime":291.186,"endTime":292.47,"body":"It'll be fine."},{"startTime":292.47,"endTime":297.651,"body":"And then founded this company and we're attached really fucking hard."},{"startTime":297.812,"endTime":298.992,"body":"Like really hard."},{"startTime":298.992,"endTime":305.646,"body":"And I think one of the biggest problems of why it's so hard is when you get into a great"},{"startTime":298.992,"endTime":305.646,"body":"time, like just after COVID."},{"startTime":305.646,"endTime":306.986,"body":"There's loads of funding going around."},{"startTime":306.986,"endTime":307.657,"body":"Everybody's happy."},{"startTime":307.657,"endTime":309.107,"body":"Let's spend on this tool, that one."},{"startTime":309.107,"endTime":310.437,"body":"You've got a tool, you've got a tool."},{"startTime":310.437,"endTime":311.328,"body":"Everyone's happy."},{"startTime":311.328,"endTime":312.508,"body":"Super times."},{"startTime":312.508,"endTime":318.209,"body":"But now it is a bit tighter and everybody's expected to do more with less and everybody's"},{"startTime":312.508,"endTime":318.209,"body":"expected to use AI."},{"startTime":318.209,"endTime":322.01,"body":"So then the budgets become tighter and the number of leads become smaller."},{"startTime":322.01,"endTime":328.632,"body":"And the first people you go and look at are the revenue generators, which for the large"},{"startTime":322.01,"endTime":328.632,"body":"part, that first through the door new business is marketing."},{"startTime":328.632,"endTime":331.493,"body":"You create that lead and then sales go and convert it."},{"startTime":331.493,"endTime":335.564,"body":"So when it gets into a difficult time, if everybody thinks they can do your job,"},{"startTime":335.834,"endTime":341.224,"body":"And also you're the one that's like the first point of where somebody comes through the"},{"startTime":335.834,"endTime":341.224,"body":"door and it's starting to go down."},{"startTime":341.224,"endTime":347.434,"body":"you know, suddenly put your tin hats on because they're coming for one place in marketing."},{"startTime":348.062,"endTime":349.002,"body":"dear."},{"startTime":349.002,"endTime":351.183,"body":"Yeah, I definitely feel that."},{"startTime":351.183,"endTime":359.516,"body":"think also one of the other things is, think you've, you've, we talked about just there,"},{"startTime":351.183,"endTime":359.516,"body":"the sort of like the fact that everybody's expecting AI to be able to fulfill a lot of the"},{"startTime":359.516,"endTime":361.966,"body":"stuff that we do day to day."},{"startTime":361.986,"endTime":366.708,"body":"But then what that is also creating is a hell of a lot of shit, noise everywhere."},{"startTime":366.708,"endTime":374.21,"body":"So what we're seeing is more and more email, more and more social, more and more"},{"startTime":366.708,"endTime":374.21,"body":"everything, but the quality of that has gone down."},{"startTime":374.21,"endTime":382.61,"body":"So therefore you're fighting for people's attention and as human beings, I don't know if"},{"startTime":374.21,"endTime":382.61,"body":"you saw the other day, but IQs are dropping, attention spans are dropping."},{"startTime":382.61,"endTime":391.727,"body":"So it's just getting harder and harder and harder to even just get in front of people,"},{"startTime":382.61,"endTime":391.727,"body":"capture their actual attention and then effectively market to them because the quality of"},{"startTime":391.727,"endTime":395.599,"body":"the content is dropping in a lot uh of places, not everywhere."},{"startTime":395.599,"endTime":403.896,"body":"So I think it's a combination, isn't it, of that economic situation, the stuff you all"},{"startTime":395.599,"endTime":403.896,"body":"describe, Jake, and then also just the volume of crap."},{"startTime":403.896,"endTime":405.047,"body":"that we're up against."},{"startTime":405.047,"endTime":414.918,"body":"So from your point of view, Jakes, obviously, like you say, you run a, you run a business"},{"startTime":405.047,"endTime":414.918,"body":"that is all about kind of marketing and working with influencers and YouTube."},{"startTime":414.998,"endTime":417.921,"body":"And on the flip side, you also have to do marketing yourself."},{"startTime":418.122,"endTime":425.94,"body":"What is one of the ways that you think that as a founder, you're trying to be supportive"},{"startTime":418.122,"endTime":425.94,"body":"of marketing, but maybe not necessarily hitting the mark?"},{"startTime":428.243,"endTime":429.951,"body":"Yeah, time to reflect."},{"startTime":432.39,"endTime":443.55,"body":"I am one of those excited people that go, I've got a great idea, which anybody that's put"},{"startTime":432.39,"endTime":443.55,"body":"together a well-executed marketing strategy will know that that usually is the opposite of"},{"startTime":443.55,"endTime":447.81,"body":"what you've all agreed and aligned on and is what is going to drive the business forwards."},{"startTime":447.95,"endTime":454.39,"body":"And so I definitely know in myself that I get very excited about this new thing or"},{"startTime":447.95,"endTime":454.39,"body":"something that we could try."},{"startTime":454.39,"endTime":461.15,"body":"Yeah, it doesn't quite sit alongside what we're already doing and how we already generate"},{"startTime":454.39,"endTime":461.15,"body":"some of the right customers."},{"startTime":461.228,"endTime":464.121,"body":"But obviously, I also know that comes from a really good place."},{"startTime":464.121,"endTime":465.542,"body":"Like, I want the business to do well."},{"startTime":465.542,"endTime":467.504,"body":"I want us to be able to do more with less."},{"startTime":467.504,"endTime":469.426,"body":"And I want us to be able to do more in marketing."},{"startTime":469.426,"endTime":476.753,"body":"But I also know that sometimes uh virtually or physically, people do want to punch me"},{"startTime":469.426,"endTime":476.753,"body":"through the screen."},{"startTime":476.753,"endTime":477.912,"body":"So sorry to them."},{"startTime":477.912,"endTime":488.143,"body":"Full disclosure, do some channel crawlers marketing and literally two days ago Jake and I"},{"startTime":477.912,"endTime":488.143,"body":"had a conversation of Jake's like, hey, should we be working on these things?"},{"startTime":488.143,"endTime":491.937,"body":"And I was like, hey, are they in the roadmap I put together last week?"},{"startTime":491.937,"endTime":493.397,"body":"No, okay."},{"startTime":494.482,"endTime":496.601,"body":"We're not doing that then I guess."},{"startTime":496.622,"endTime":499.442,"body":"Yeah, the conversations have become shorter now."},{"startTime":499.442,"endTime":500.962,"body":"Before they were like, oh, we can..."},{"startTime":500.962,"endTime":502.742,"body":"I was like, no, no, this is what we're doing."},{"startTime":505.058,"endTime":507.399,"body":"That's obviously a very difficult situation."},{"startTime":507.399,"endTime":513.222,"body":"for you guys, it sounds like your relationship is good enough CEO to marketer to able to"},{"startTime":507.399,"endTime":513.222,"body":"handle that."},{"startTime":513.222,"endTime":517.085,"body":"If people listening are like, I can't have that conversation with my CEO."},{"startTime":517.085,"endTime":518.318,"body":"What's everyone thought?"},{"startTime":518.318,"endTime":519.246,"body":"What are your thoughts?"},{"startTime":519.246,"endTime":520.146,"body":"What'd do?"},{"startTime":521.198,"endTime":522.558,"body":"Yeah, okay."},{"startTime":522.798,"endTime":527.758,"body":"So I think of the CEO in terms of like different stages of a business and who they are."},{"startTime":527.758,"endTime":530.898,"body":"So we're a small startup and the founder is also the CEO."},{"startTime":530.898,"endTime":534.318,"body":"And if the founder is a CEO, especially in a startup, they'll have lots of ideas."},{"startTime":534.318,"endTime":535.938,"body":"They've probably done some marketing themselves."},{"startTime":535.938,"endTime":538.658,"body":"So they think that they can do it and have great ideas."},{"startTime":538.658,"endTime":546.712,"body":"And that's a different conversation from the CEO who's going from maybe scale up to more"},{"startTime":538.658,"endTime":546.712,"body":"towards enterprise or startup into that scale up mode."},{"startTime":546.712,"endTime":551.704,"body":"who have probably been brought in because they've done that before and they want to see"},{"startTime":546.712,"endTime":551.704,"body":"things that actually will go on and scale the business."},{"startTime":551.704,"endTime":557.667,"body":"And hence, like you say, they're going to take them to that enterprise point from being a"},{"startTime":551.704,"endTime":557.667,"body":"startup scale up and making that change."},{"startTime":557.667,"endTime":559.567,"body":"And they want you to make that with them."},{"startTime":559.567,"endTime":570.152,"body":"So even if you don't have direct access to the CEO, whether it's through your CMO or"},{"startTime":559.567,"endTime":570.152,"body":"somebody else, it's just about trying to understand exactly what are the business aims and"},{"startTime":570.152,"endTime":571.212,"body":"where are they coming from."},{"startTime":571.212,"endTime":575.554,"body":"And then all of the marketing team being really aligned on actually"},{"startTime":575.97,"endTime":581.915,"body":"what are we doing to go and achieve those business goals, especially as they transition"},{"startTime":575.97,"endTime":581.915,"body":"and especially in a tougher economic market."},{"startTime":581.915,"endTime":590.501,"body":"Because I think one of the things that marketing are actually the worst at doing, and I"},{"startTime":581.915,"endTime":590.501,"body":"experienced this from a sales point of view, is actually saying what they're doing and why"},{"startTime":590.501,"endTime":591.582,"body":"they're doing it."},{"startTime":591.582,"endTime":597.325,"body":"And you would be so surprised at how little people in other revenue teams know."},{"startTime":597.646,"endTime":599.808,"body":"So here's a good example."},{"startTime":599.808,"endTime":603.27,"body":"So put up your hand if you know how SEO would be scored."},{"startTime":605.24,"endTime":607.031,"body":"Try that in a sales room."},{"startTime":607.031,"endTime":608.612,"body":"And I just literally just mean how it scored."},{"startTime":608.612,"endTime":614.466,"body":"Not like all the little things that make up of it, but like zero to 100, how many people"},{"startTime":608.612,"endTime":614.466,"body":"know that that's how it scored?"},{"startTime":614.466,"endTime":620.47,"body":"Because I think what people are kind of waiting for is this magic lead tree to be shaken"},{"startTime":614.466,"endTime":620.47,"body":"and all these leads to start dropping through."},{"startTime":620.47,"endTime":624.102,"body":"But we know that that's not what happens and that's not how it exists."},{"startTime":624.143,"endTime":632.268,"body":"And especially as people try and move from a stage of seed to startup scale of enterprise,"},{"startTime":624.143,"endTime":632.268,"body":"you're targeting a different set of customers."},{"startTime":632.268,"endTime":634.882,"body":"And it's much easier to sell to those people if"},{"startTime":634.882,"endTime":639.505,"body":"They know who you are and you're in their day one potential options."},{"startTime":639.505,"endTime":641.456,"body":"But salespeople don't think like that."},{"startTime":641.456,"endTime":644.048,"body":"All they think about is, where is my lead?"},{"startTime":644.048,"endTime":649.282,"body":"So the more that we can actually do to communicate, this is how we're going to generate"},{"startTime":644.048,"endTime":649.282,"body":"leads."},{"startTime":649.282,"endTime":650.773,"body":"This is what we see as our best channels."},{"startTime":650.773,"endTime":654.816,"body":"This is why we see it because based on the target persona that we're trying to reach."},{"startTime":654.816,"endTime":660.92,"body":"And that's not just reaching as many people as possible, which is another argument that"},{"startTime":654.816,"endTime":660.92,"body":"we're through to have."},{"startTime":660.92,"endTime":664.258,"body":"Doesn't mean that magically more people on your site is more conversion."},{"startTime":664.258,"endTime":667.32,"body":"And that same thing will go all the way through to the CEO."},{"startTime":667.32,"endTime":671.042,"body":"So understanding the true business goals, how you want to get there."},{"startTime":671.042,"endTime":673.483,"body":"And it might be that you have to do that via proxy."},{"startTime":673.483,"endTime":676.144,"body":"It might be have to do it via proxy for your specific role in marketing."},{"startTime":676.144,"endTime":678.566,"body":"It might be that you do it for the whole marketing team."},{"startTime":678.566,"endTime":685.68,"body":"But the more that you can get them on board with that conversation and the timeline that"},{"startTime":678.566,"endTime":685.68,"body":"it's going to take to move them from X to Y, the more they'll be on board with it in the"},{"startTime":685.68,"endTime":693.784,"body":"sense of, okay, when you want to make a change or when they want to make a change that"},{"startTime":685.68,"endTime":693.784,"body":"doesn't fit in with that, then you've got a lot more collateral to then say,"},{"startTime":693.784,"endTime":699.06,"body":"push back, which is why our conversations are a lot shorter now because Ruth has shown me"},{"startTime":693.784,"endTime":699.06,"body":"all of that map and gone, well, here's the way."},{"startTime":699.06,"endTime":702.257,"body":"And I'm like, OK, maybe we won't get on TikTok then."},{"startTime":703.02,"endTime":704.47,"body":"And I think just to like..."},{"startTime":704.47,"endTime":706.811,"body":"make what Jake said super duper practical."},{"startTime":706.811,"endTime":718.186,"body":"If you're not using some sort of goal setting methodology in your team, it's going to be"},{"startTime":706.811,"endTime":718.186,"body":"really hard to push back because then your work seems just a theory of things coming in"},{"startTime":718.186,"endTime":718.797,"body":"and out."},{"startTime":718.797,"endTime":728.601,"body":"So something like OKRs, you've never used them, objective key results, super, super, super"},{"startTime":718.797,"endTime":728.601,"body":"good at basically being able to push back on because you can agree all of those things"},{"startTime":728.601,"endTime":732.053,"body":"with whoever your manager is and then be like, OK, you want me to do this new thing."},{"startTime":732.053,"endTime":734.384,"body":"So which one of these things do want me to take out?"},{"startTime":734.384,"endTime":735.785,"body":"to replace that with."},{"startTime":735.785,"endTime":742.331,"body":"I think, yeah, having something like that to just really um formulate what you're working"},{"startTime":735.785,"endTime":742.331,"body":"on is really helpful."},{"startTime":742.331,"endTime":747.054,"body":"Then in those tough conversations, which hopefully you won't have to have, but it's a good"},{"startTime":742.331,"endTime":747.054,"body":"backup there."},{"startTime":748.156,"endTime":759.505,"body":"What do you say, Jake, that the disconnect between what marketers are doing and the rest"},{"startTime":748.156,"endTime":759.505,"body":"of the company is kind of the big disconnect between marketing and everyone else?"},{"startTime":760.032,"endTime":763.885,"body":"Yeah, that's definitely the way that I've always felt it."},{"startTime":763.885,"endTime":772.593,"body":"When I got my first sales manager job, I used to cry a little inside when the marketing"},{"startTime":763.885,"endTime":772.593,"body":"team would say just at the end, and we're going to do this for brand awareness."},{"startTime":772.593,"endTime":773.394,"body":"I'd be like, why?"},{"startTime":773.394,"endTime":774.314,"body":"Like what?"},{"startTime":774.686,"endTime":775.497,"body":"Who are those people?"},{"startTime":775.497,"endTime":777.449,"body":"We know that those leads that come through are rubbish."},{"startTime":777.449,"endTime":782.52,"body":"This was in actually in a B2C environment where we're trying to sell courses at between 12"},{"startTime":777.449,"endTime":782.52,"body":"and 20,000 pounds."},{"startTime":782.52,"endTime":786.068,"body":"So you need people with money in certain areas that are going to be able to afford that."},{"startTime":786.068,"endTime":789.081,"body":"And then there's a difficult conversation, can you get them to buy?"},{"startTime":789.081,"endTime":797.806,"body":"And so when you're doing Facebook leads that convert 0.02 % in different regions of the"},{"startTime":789.081,"endTime":797.806,"body":"world, they're outside mainland Europe and America."},{"startTime":797.806,"endTime":806.446,"body":"That's really hard for me as a revenue generating person that sits on a number that knows"},{"startTime":797.806,"endTime":806.446,"body":"if I miss target twice, like I'm in a meeting where my job is on the line."},{"startTime":806.446,"endTime":814.025,"body":"And so when you actually go further into it though, and I worked with a really good"},{"startTime":806.446,"endTime":814.025,"body":"marketing manager who showed me something different, they were like, okay, well, if we"},{"startTime":814.025,"endTime":819.546,"body":"only use these strong sets of leads, that's 40 % of where your last three revenue number"},{"startTime":814.025,"endTime":819.546,"body":"came from."},{"startTime":819.546,"endTime":821.166,"body":"What about this other 60 %?"},{"startTime":821.166,"endTime":822.566,"body":"And this is how it all builds into it."},{"startTime":822.566,"endTime":824.386,"body":"And I was like, oh my God, you're a genius."},{"startTime":824.386,"endTime":825.87,"body":"We should work together forever."},{"startTime":825.87,"endTime":832.35,"body":"But actually, they just do what all other marketers do, which is build brand awareness,"},{"startTime":825.87,"endTime":832.35,"body":"drive people through a funnel, and get them targeted at the right time when they're"},{"startTime":832.35,"endTime":833.11,"body":"buying."},{"startTime":833.15,"endTime":842.55,"body":"But there's a couple of really good examples, actually, that I think of a lot is when we"},{"startTime":833.15,"endTime":842.55,"body":"do things, knowing why we do them is often one of the most important things."},{"startTime":842.55,"endTime":849.79,"body":"So a great example that I like in sport, I'm not a rugby player myself, but New Zealand,"},{"startTime":842.55,"endTime":849.79,"body":"as you can probably tell from the build, I break in half."},{"startTime":850.946,"endTime":859.13,"body":"But New Zealand are one of the world's greatest rugby teams for a very long period of time"},{"startTime":850.946,"endTime":859.13,"body":"and they had a thing where they would clean the changing room after every single game."},{"startTime":859.13,"endTime":862.931,"body":"And the reason for that was to show respect to each other for their environment and what"},{"startTime":859.13,"endTime":862.931,"body":"they do."},{"startTime":862.931,"endTime":870.955,"body":"So if you go and replicate that but your team are always late and they're rude to each"},{"startTime":862.931,"endTime":870.955,"body":"other and they don't have respect, it kind of kills the idea of what you're doing it for."},{"startTime":870.955,"endTime":877.617,"body":"And a great example from today of people just following expecting an outcome to happen is"},{"startTime":870.955,"endTime":877.617,"body":"we're trying to find this room."},{"startTime":877.617,"endTime":879.458,"body":"I'd actually already been to the room."},{"startTime":879.458,"endTime":881.539,"body":"and there's a few people laughing already."},{"startTime":881.54,"endTime":887.164,"body":"We're coming down the stairs, one person went to the toilet, 25 marketers followed him."},{"startTime":887.285,"endTime":889.607,"body":"We're all trying to do the same thing, but we don't know why we're doing it."},{"startTime":889.607,"endTime":891.868,"body":"We just follow that, well, that must be going the right direction."},{"startTime":891.868,"endTime":893.304,"body":"That's the way for us all to go."},{"startTime":893.304,"endTime":895.321,"body":"And it's just a really simple example that I thought of."},{"startTime":895.321,"endTime":899.034,"body":"was like, okay, we all know what we want to do, the outcome we're trying to drive."},{"startTime":899.034,"endTime":903.919,"body":"We think this is going to do it because we've seen somebody else do it, but actually it's"},{"startTime":899.034,"endTime":903.919,"body":"not, because that doesn't work for us."},{"startTime":903.919,"endTime":905.66,"body":"Our outcome is not trying to go to the toilet."},{"startTime":905.66,"endTime":908.182,"body":"It's trying to find this room and do this."},{"startTime":908.962,"endTime":911.413,"body":"If only someone had just asked where the room was."},{"startTime":911.818,"endTime":913.071,"body":"I'd already been to the room."},{"startTime":913.071,"endTime":914.023,"body":"That was the worst part."},{"startTime":914.023,"endTime":916.046,"body":"I still followed them to the toilet."},{"startTime":918.856,"endTime":919.898,"body":"signage, whatever."},{"startTime":919.898,"endTime":922.171,"body":"Who needs that?"},{"startTime":922.232,"endTime":925.007,"body":"Is there anything you think we should have talked about in this section, Jake?"},{"startTime":925.007,"endTime":927.923,"body":"Because obviously we're talking about why marketing feels so hard right now."},{"startTime":927.923,"endTime":930.306,"body":"Anything else that feels hard for you right now?"},{"startTime":931.928,"endTime":938.843,"body":"think, like you said, there's so much noise and there's so many channels that you can try."},{"startTime":938.843,"endTime":940.674,"body":"And a lot of them take a good period of time."},{"startTime":940.674,"endTime":948.389,"body":"Like I mentioned, SEO, that takes a long time to really build up and give Google, being"},{"startTime":940.674,"endTime":948.389,"body":"whoever that, confidence that you are the right website for it."},{"startTime":948.389,"endTime":953.173,"body":"There's lots of noise about how AEO can make really strong changes, and you can do that in"},{"startTime":948.389,"endTime":953.173,"body":"two to three weeks."},{"startTime":953.173,"endTime":955.715,"body":"There's a million social platforms that you can be on."},{"startTime":955.715,"endTime":956.816,"body":"Everybody should be at events."},{"startTime":956.816,"endTime":958.077,"body":"Everybody should be doing their own events."},{"startTime":958.077,"endTime":959.567,"body":"There's all of these different channels."},{"startTime":959.567,"endTime":961.14,"body":"And I think for..."},{"startTime":961.14,"endTime":965.142,"body":"me, it's a little bit deer in headlights sometimes, if I'm really honest."},{"startTime":965.142,"endTime":971.596,"body":"There's all of these things that can all make a big difference and you have to choose a"},{"startTime":965.142,"endTime":971.596,"body":"path and you have to commit to it you have to go for it."},{"startTime":971.596,"endTime":978.34,"body":"And at that same time, and this is with the customer persona that you go after as well,"},{"startTime":971.596,"endTime":978.34,"body":"you have to cut out the others and you have to cut out those opportunities."},{"startTime":978.34,"endTime":984.673,"body":"That's a really good thing to do, but that also gives me high level of anxiety in my"},{"startTime":978.34,"endTime":984.673,"body":"palms, literally start to sweat as you do it."},{"startTime":984.673,"endTime":990.498,"body":"And I think that's the hardest part is sitting down and having really tough conversations"},{"startTime":984.673,"endTime":990.498,"body":"amongst ourselves and as a business is like,"},{"startTime":990.498,"endTime":993.36,"body":"how do we go and get the right types of leads for us?"},{"startTime":993.36,"endTime":998.193,"body":"Because even if you generate 50 MQLs each month, they're not all the same MQLs, right?"},{"startTime":998.193,"endTime":1002.376,"body":"They're all different leads that come through the door, and you might have targeted them"},{"startTime":998.193,"endTime":1002.376,"body":"all in different ways."},{"startTime":1002.376,"endTime":1009.1,"body":"And actually, you find one set of them is much better, and they're the ones you should"},{"startTime":1002.376,"endTime":1009.1,"body":"focus on, rather than trying to drive the volume of others."},{"startTime":1009.634,"endTime":1010.194,"body":"Thank you, Jake."},{"startTime":1010.194,"endTime":1015.457,"body":"We are going to have to wrap up, even though it feels like it's just fizzled away in time."},{"startTime":1015.457,"endTime":1018.419,"body":"ah We usually record these for up to an hour."},{"startTime":1018.419,"endTime":1021.711,"body":"So me and Emma are like, we're just getting into it."},{"startTime":1021.711,"endTime":1023.381,"body":"we have time for Q \u0026A, Greg?"},{"startTime":1023.381,"endTime":1024.032,"body":"Excellent."},{"startTime":1024.032,"endTime":1028.457,"body":"yeah, five minutes for Q \u0026A if anyone has any burning questions."},{"startTime":1028.457,"endTime":1035.397,"body":"I'd ask what your top priority is for marketing at the moment."},{"startTime":1035.746,"endTime":1037.772,"body":"What's your top priority for marketing?"},{"startTime":1038.005,"endTime":1048.229,"body":"Yeah, so we have always been really good at driving traffic to the site that you're about"},{"startTime":1038.005,"endTime":1048.229,"body":"to see in a moment's time, but our conversion rate is horrifically below the industry"},{"startTime":1048.229,"endTime":1051.009,"body":"average and anywhere where we would want it to be."},{"startTime":1051.07,"endTime":1060.103,"body":"And that's because me as a marketing genius has always been like, let's just get as many"},{"startTime":1051.07,"endTime":1060.103,"body":"people to the site as possible, and I'm sure they'll eventually convert and we'll make"},{"startTime":1060.103,"endTime":1060.693,"body":"money."},{"startTime":1060.693,"endTime":1063.485,"body":"And surprisingly, that doesn't work."},{"startTime":1064.006,"endTime":1073.569,"body":"So the biggest thing that we're doing now is talking about how do we find the right type"},{"startTime":1064.006,"endTime":1073.569,"body":"of customer and bring all of those people to the website and then have more interactions"},{"startTime":1073.569,"endTime":1081.572,"body":"with them if they don't convert at that first opportunity because we don't really do a"},{"startTime":1073.569,"endTime":1081.572,"body":"good job of segmenting the customer type or lead scoring or anything like that."},{"startTime":1081.572,"endTime":1088.026,"body":"So the biggest challenge for us now is saying how do get those right types of customers"},{"startTime":1081.572,"endTime":1088.026,"body":"because it's not just about do they convert today."},{"startTime":1088.026,"endTime":1089.164,"body":"The other thing that"},{"startTime":1089.164,"endTime":1093.698,"body":"we notice as well is they're also the most likely ones to stay for a much longer period of"},{"startTime":1089.164,"endTime":1093.698,"body":"time."},{"startTime":1093.698,"endTime":1101.385,"body":"And we also have a platform where you can dip in and out of it to an extent as well, if"},{"startTime":1093.698,"endTime":1101.385,"body":"you're just a small team with a small use case for sponsoring YouTubers."},{"startTime":1101.385,"endTime":1108.932,"body":"And so we're also looking for the types that want to stay longer because they're bigger"},{"startTime":1101.385,"endTime":1108.932,"body":"teams, but also those people are happy to dip in and out rather than just the one hit"},{"startTime":1108.932,"endTime":1111.424,"body":"wonders that we have so many of."},{"startTime":1111.52,"endTime":1114.487,"body":"So, is..."},{"startTime":1114.487,"endTime":1122.857,"body":"So when we do the siloed pleases like the more ideas you've got the better like you know"},{"startTime":1114.487,"endTime":1122.857,"body":"the heart the harsher you are the better that is for me."}]}