The Customer Experience Podcast
The Customer Experience Podcast

Episode 148 · 6 months ago

148. Video Messaging and the Next Normal w/ Dan Tyre


Video is a perfect example of taking automation and inserting more humanity into it. It’s a relationship-building form of communication that centers around what’s human about technology.

In this first episode of our Human-Centered Connection expert series, Steve Pacinelli and I interview Dan Tyre, Director at HubSpot. He explains that everyone in the company is involved in customer experience and must practice ways to reduce friction and build connection.

In addition to his contribution to our book, we chatted with Dan about:

- What he contributed to our chapter called “The Year of Video”

- How HubSpot’s flywheel uses best customers to gain more customers

- Why Dan is so impressed with the expertise of Phil, his “dirt guy”

- What the video details at the Lions Program (aka Hubspot Academy) are

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Outreach doubles, sometimes triples when youuse a video. Why? It's exactly what you guys a spouse right.It's human. You're delivering the right information of the right time. You're showingthat you've done your research. There's a million reasons why it's so impactful.The single most important thing you can do today is to create and deliver abetter experience for your customers. Learn how sales, marketing and customer success expertscreate internal alignment, achieved desired outcomes and exceed customer expectations in a personal andhuman way. This is the customer experience podcast. Here's your host, EthanButte Hey, we are doing something new and fun this summer here on thecustomer experience podcast. I am your host, Ethan, but I've got a cohostnow, Steve Passinelli, who is my longtime friend, longtime team member, a longtime co worker. Are Chief Marketing Officer, a bombomb, mycoauthor on the book Rehumanize Your Business, and we're coauthors on another book calledHuman Center Communication, which is releasing this October on Fast Company press. Youwill learn more about it as a listener to the show as it gets closer. But one thing we thought would be really fun to do is team upagain cohost this podcast and engage all eleven of our expert friends who we broughtinto that book project. So we're hosting them in customer experience conversations. Thisis the very first one, Steve. Who Do we have yet? Noneother than damn tire. We had to put Dan in first because we youknow what you're going to get when you talk to Dan Tire and if youare a longtime listener to the customer experience podcast, you probably have heard Dantires episode, and so let me do a quick introduction before we kick thisoff. Not only is Dan tire great podcast guest, but we knew thathe had to be a part of our book human centered communication because Dan isthe unique combination between tenure experience with the practitioner's mindset. Dan is a videopractitioner. Dan is a human centered communication practitioner. Dan is the perfect juxtapositionbetween I was going to say ivory tower, but that's probably that's probably not theright word, but but executive and and practitioner and has the vantage ofboth viewpoints. He leads a pipeline Gen boot camp called sales line. Heis the CO author of inbound organization and an overall fantastic guy. Dan,welcome to the show. Thank you, Steve. I should take you onthe road with me. That's awesome, right. I thought you got tosay tells the same jokes all the time, and you like pivoted right around that. You guys said you wanted the big energy. I love working withyou guys. First of all, I didn't realize your background. You're likebest friends. You know lots of things about each other's hair. Right,that came out in the pre briefing meeting. But, like, podcasts are abig thing now, right. It's a great way to get information acrossand one of the most important like components of delivering the information the way peoplewant, right in two thousand and twenty one. So super excited to behere and answer any questions. Jaff, awesome. We have a lot ofthem, and we'll start, Dan, where we started when you first joinedme in this podcast. I think it's back on episode forty, if Iremember correctly. I have everyone to find customer experience. I'm going to askthat of you too. When I see customer experience to you, Dan,what does that mean? All right, so first of all, in partof my brain I'm like that's the way in which you engage prospects and customers. But the way, I'd finish it apt for a competitive advantage. Right. I'm a spot the company that I work for for the last fourteen yearshas been very strong advocate about customer experience being your essential competitive advantage. Rightand amazing because it's true. Right, in the age of everything being ableto develop, in the age of all the ways in which you can consumeinformation, the single most important thing is... easy it is to do businesswith you. Right, hub spot sometimes calls it the Flywheel, and there'stwo parts with with one is the force and one is the fixtion. Right. The reason why I'm the first podcast guess you've made super easy. You'relike tire get on the counter, just click on this and I'm like,boom, boom. Next thing I know, you guys pop up and we're doingthe podcast. All right, it's like super easy. You sent allthe stuff in advance, that customer experience. I was just working with a globaltraditional manufacture and some of these people have been doing this for forty years. I know, I sound like your grandfather. Put they're like no,no, that's not the way we do it in a transactional business and they'relike, give me an example where customer experience works in a transactional business.I'm like dirt. Like what I'm like dirt? I'm like, you everbought dirt? And they're like now I'm like, I have a garden inthe back of my house right and I live in Arizona and we're trying togrow tomato plants in Arizona Right. So I need dirt, right, andwould you say dirt is a pretty easy thing to buy? You'd hope so. It's not all right. So first of all, I crowd sourced theplace to buy dirt. Everybody's like this windmilk farms here in Arizona and that'sthe place you buy dirt. I call the guy up. I'm like,I eat dirt and I'm thinking just like you and anything like. I justwant dirt. He's like, what do you need to dirt for? I'mlike a sit lawn or is it garden? I'm like it's garden. He goes, what kind of plants you planting? I'm like to Mateo Plants, eggplants and beans. He's going all right. You got to put thosein separate beds because they have different but you don't just need dirt, youneed dirt over a period of time. And I'm like why? He goes, because in the Arizona Sun and bleaches out. I'm like, oh mygoodness, he goes. You, I'm your dirt guy and I'm like,I didn't know I needed a dirt guy. He goes. What you need isa delivery of dirt. Then I you need to tell me where itis. Then I'm going to deliver dirt again in ninety days and then ahundred eighty days. And I'm like, okay, you're my dirt got.How much does it cost? You think I'm going to go and like priceshop are AP for dirt? Not when this guy is school and me onwhat I actually need. He asked five or six very important that's the bestcustomer experience I have for a very transactionally, all week I'm like, okay,you're getting all my dirt business, you're getting all my friends dirt business. That was awesome, just because he was smart enough to ask those questionsmake it super easy for me to understand. Now I've got a volume purchase agreementto get multiple deliveries of dirt over the next four years. So Igot a big fat to me to play in that rate story. There arethere's so many things I love about that story. First and foremost, whenthese things come to harvest, I feel like I need to invite myself todinner out on a nice patio, like late in the afternoon, for somethingwith beans and eggplants and tomatoes. But expertise on that person's side, authorityon that person's side, good, like good discovery in advance to help guideyou to the right thing. And then the idea that it's this recurring revenue. It's not recurring revenue for like. I mean, they're people are wantto send t shirts on a recurring revenue base, new tshirts every month,like I don't need tshirts. In fact, if I have any, if there'sany thing I have around Tshirts, it's I need to get rid ofmore of them so that they'll you might just give away eightio right, theones you sent me, but everybody else. So a hundred percent of what youjust said. First of all, he did it very naturally. He'slike, okay, let me ask you some preliminary questions. So the discoverywas great a number two, he had very good listening skills. Number three, he knew what he was looking for right. I don't know if Ihad said, like, I'm growing Christmas trees, if he would have said, all right, we don't sell Christmas tree dirt. But that's another partof the customer experience. But I was just talking to another sales leader todayand I'm like, the hardest thing to teach your sales team is if it'snot a good fit, you move on. And we wrote in the INVAT organizationdot and I about how if it's...

...not a good fit, he usedto be buy or beware. That would sell or beware, because if mydirt doesn't work with the stuff that I'm growing, wimill farms is never goingto get my business and everybody I touch is never going to hear about windmillfarm. So it's like win win kind of thing, right. But theability to diagnosed then turn somebody away if it's not a good fit or makea recommendation. Right, that's a salesperson in two thousand and twenty one,right, is somebody who's going to ask the right questions. Right and thisguy's been a dirt guy for a long time right. He knows the rightquestions to ask. He was concise in the way he asked it. Helistened to my response. He made a gentle suggestion of what I really needed. In in like five questions I realized, as Damn, I don't know anythingabout dirt. This is my new dirt guy and now of a suddenI'm telling everybody on a podcast I got a dirt guy. I feel likehonored that now I'm and for the rest of my life if I ever needdirt, I'm calling Phil that's these my dirt guy. Yeah, so I'mgoing to assume that FIL doesn't have a customer im actually, and this transitioninghere, I'm going to assume that field doesn't have a customer experienced team memberon staff. But I know, Dan, that you've worked with countless organizations andyou're at hub spot with some of the people that you've taught and trainedin consulted or whether in the context of hub spot, is your preference thatI think in bound philosophy answers this, but I'm going to ask it anyway. Is your philosophy that that you would recommend a roll, title team aroundCustomer Experience, or do you prefer that it be more of this kind oftranscendent cultural component or ethos of the organization? For Phill it's obviously culture. Ethosis just how we do business. But do you look, what doyou think about people? You answer the Christian people. They in bad.Organization is all about indoctrinating everybody in solving for the customer. You guys,just guys. You do it naturally right and you're in bounders way before youput the term around in the reality is in the old days, two thousandand fourteen, the average company had about fourteen competitors. Today it's over fifty, right, and so you've got to be very, very specific on whenyou do your best work and everybody, everybody in the company, is involvedin the customer experience, experience right, and so everybody needs to understand,right, that we saw for the customer. Everybody needs to understand what that means, on what role that they played. Everybody it needs to be constantly lookingfor ways where that friction is making it hard for people to do businesswith you and the force, where it becomes easy, where you can sharethat a very and of course, in two thousand and twenty one every company'sa technology company, right, you have to lean into the technology because it'stoo hard to do it manually. You can't run around and connect it allthe way. But even like nonprofits, even dirt farmers need to have goodtechnology so that they understand who you are. They can be reminded that if therewas a experience previously, you can refer. Oh, in a second, Mr Tire, I see you bought dirt in two thousand and sixteen right. Oh No, that's how you that your son or something like that,and like it has to be ingrained into the entire organization. That that's theway you grow your brand. That's order you to go your revenue. That'sthe way you get your reputation. And then, of course, the flywheel. A final piece is taking your best customers and putting them at theforefront of your Flywell, to get more customers. There's a couple of thingswith that. Number One, defining that niche, right, so people knowwhere you do your best work. You can always be opportunistic, right,he could sell other kind of dirt, but you want to understand your realhouse, where you really do your best work. Number two, you wantto put the people who've just recently been through it in the forefront of theprocess. In the old days we used to give references at the end ofthe sales process. I don't know a Steve you ever give a bad referencewhen you were selling something right, I never got a bad reference. Inever gave it as so it's will actually useless now. Right. I'm like, oh, go talk to Joe Chill. Is just been through this process aboutsix months ago companies about the same...

...size. You're both manufacturers. She'lltell you what the process was like, i. e. The customer experience. She'll tell you what you did right, super easy. She'll tell you whereshe took a few curveballs right so you don't fall into those mistakes andpeople like you. You'll do that for me. I'm like, yeah,that's the way you reduce friction and add forced your fly wheel moving into twothousand and twenty. So, Dan, I think Ethan might fire me onthe very first podcast that we're doing together because it and correct me if I'mwrong, I don't think I mentioned that you had a fourteen year career athub spot that don't forget that portion in the yeah, you didn't mention thatin the bio. That's all right if you did. My full bio totake twenty seven minutes and we only have a few minutes here. But Istarted as a first sales person for up spot and I cold called for hubspot. The reason why this is so, so vital to me is, firstof all, I had a great thirty year sales career, sales executive, founder, entrepreneur career before hup spot, but everything changed in two thousand sevenbecause they put words around our mess, Brian. Their idea was putting wordsaround the Inbaud on philosophy and inbound in two thousand and seven inbound marketing, tricking out your website so you got leads and that was cool. Inboundin two thousand and twenty one is completely different. Inbound is now the customerexperience. It's exactly what you said. It's force and friction. It's definingwho you do your best work with. It's engaging, and I feel alittle funny saying this, but you got to treat people like human beings,right, and like guys, like you're like, oh, yeah, Iknow, but there's tons of people who connect with me on Linkedin and thensend me spath. I'm like, you're kidding me. You're going to askme to connect. I saw your and you know, actually it's my badbecause I you could tell, I saw your profile on Linkedin decided that Iwanted to like connect or something. Dope. Be Like that rather than say tired, like I see you're all over a linked in. I saw thatlast blog post. Just one thing to show that you're the least bit interested, right. And then they say, Oh, we have all these services. I'm like, what are you kidding me? Right, did you reallythink that's a good way to start a relationship? You really think that you'rebuilding your brand that way? Right? First of all, you're violating linkedin'sprofile. Second are security connections, and number two is a horrible way.Right. You make it one or two percent conversions. That means ninety eightpercent of the people will hate you, will never do business with you again. And so treating people like human beings in two thousand and twenty one superimportant. Number two. You help, not sell. Would you guys haveknown forever? Right? The reason you rite looks do podcast. All youwant to do is help and you're skilled at delivering the information ways people wantto receive. I was thought podcasts were better on the east coast because peoplewould listen to him when they would shovel snow turns out I was wrong.Right, people all over the world listen to podcast right. My wife listensto him while he's walking the dog. PEOPLE IN LA while they're driving tolike their universal now and with spotify and with all of the different options.Right, it's a great way to learn quickly all of the information that you'retrying to teach. The third thing is you always saw for the customer.You saw for the customers. Easy to say that. Everybody says that,but when you have to like work through an issue as employee number six forhub spot, I'm going to say three times a week somebody you'll say,tire, we met in two thousand and twelve. You remember me, yousold me up a better something like that, and sometimes they do, sometimes theydon't. I'm always honest. I'm like now I got nothing right.He's like no, no, you saw me up spot basic in two thousandand twelve. I'm like, okay, that doesn't exist now, but whatcan I help you with your like I'm going through renewal in my account teamisn't like it's charging me five times. I'm like, that doesn't sound rightand as an early employee of Spot, my responsibility is I don't have theresponsibility to change it. I can't give him a discount off it, norwould I, because it's really the responsibility of the count the relationship team.But then I'll turn to I will raise my hand and say what's to dealwith this guy and bring it to the...

...account tap. In like ninety ninepoint nine percent of the cases they're like, oh my goodness, that's slipped ofthe cracks. We've been trying to get ahold of this guy. Wehave the wrong email with guys. Thank you so much, and then theyfix it right. And the reason why I'm spot as hub spot is becausethat's sobbing for the customer is super important. The next thing is look at thedata right. Every company, being a Tech Company, is important.Evaluating and understanding and focusing on the data is super important. And then that'sthe way you scale the company right. Is Your Niche and find out whereyou're doing your best work so you can do all the other attributes. That'swhat it involved. Bout Organization is all about. That's about the customer experienceis all about, and that is a winning formula in every single industry.What the global pandemic taught us is that, now that everybody's remote, used tobe I don't know. People would show up in certain industries with donutsand coffee and that's how they got this right. That didn't happen a lotin two thousand and twenty. I had lots of people call me and say, all right, well, what do we do? My sales game thatused to be out on the road driving from customer to customer, can't dothat anymore. I'm like yeah, well, you better find a way to addvalue right. Like call them up and they're like, well, whatwe say you'd like? My name is Steve. How can I help youin the like help with what? I'm like, you got to ask thatquestion right. There's a whole series of things that you got to like figureout to ensure that it you're adding valued every step of the sales process.People call me back in is that, like, you're right, there's tonsof things we can help with. People. We didn't understand the sizing requirements,we didn't understand how far an advance ring it. We're actually talking toour customer, is not just giving them done. I'm like, exactly,all right, welcome to two, twenty one. Now how can you expandit? And there's a couple of things that I'm pretty adamant about. Theflywheel is one. You got to up spot fly wheel. Just Google it. You'll see all the information. The other is you got to treat yourcustomers different than your prospects. And when I'm working with senior executives at globalcompanies, I'll say when people come to your website, your customers see thesame thing as prospects and they're like yeah, of course. I'm like, okay, you're doing it wrong. Hey, like what are you talking about?I go you have to utilize a way in which your website recognizes yourcustomers and shows them different calls to action, different landing pages, different upselling,Cross cell opportunities, different ways to add value. They're like, howdo we do that? And using up about's called smart content. Right,you don't have to use I've spot. There's lots of ways to do it, but in the age of much more competition, you've got to circle thewagons. You've got a bear hug your customer. You twice a year.I tell everybody this. You Call Your best customers and pick up the phoneand say, Steve, this is Dan from up spot, and seems likeokay, who are you? I'm like, okay, we've been working with youfor six years, but this is the first time I've I'm talking toyou. I Apologize. I usually work with Ethan. Do you know Ethan? And you're like yeah, his hair's perfect. Oh yeah, that anything. That's the guy and I'm calling because I appreciate your business that I pauseright and they're like okay, and you've been a customer for six years andin the last two years we get a special project for you. We dida special prop podcast where we featured you on the podcast and I work allthe time to help like generate revenue for you and I wanted to thank youfor the business. I wanted to tell you that we value that partnership.And this is my cell phone. Just put Dan and up spot in yourcell phone. If there's anything that ever comes up right, just text meright and twice. Here I'm a pick up the phone. Of sorry withyou. I'm going to call make sure the relationship is strong and they're blownaway. They're like, oh my goodness, who are you again, Dan athub spot, Hubs Pot, and they're like, okay, you're inmy phone now. There's anything I need, let me know. That ripples tothe entire organization, right. That is very, very powerful. Thentwice here I'm like, are you a text person, or you an emailperson or you a phone person? I like to call because I like tosee if there's changes. Sometimes if people leave, sometimes there's differences, likein two thousand and twenty one, a great question to ask is like what'sdifferent than in two thousand and nineteen? And everything is different, right,and so we get to hear like the...

...things that they're going through. Butthat connection directly with your top customers, called two of your best customers.One of the advice that I give to all entrepreneurs all the time so thatyou have that personal connection because in the age of all this technology, it'sdesigned to try to be more human, and there's nothing more human than actuallypicking up the phone and say, Steve, this is Dan. I'm your dirtguy or your tech guy in this capacity, and I'm here to help, right, and I'm here to help for the next six years. Iwant to earn Your Business. That was a wealth of information. I wantto go back to solving one of the elements of your methodology. There wassolved for the customer. I think Ethan's audience here would love to know who, and I'm going to ask a series of questions here. You can goread a patent, pick and choose, yeah, what you would like.But WHO's hub stock? whose hub spots customer right now? What problems doyou solve for them? And the big question is, how have they evolvedover the years and when did you know you needed to change that experience forthem based on their evolution? All right, that's amazing question. That's going totake me four hours to respond. But after fourteen years at hub spot, when we started we were essentially a small business marketing software product, right, and we were world class at tricking out your website so you could generateleads and customers without having to pay for search. Over the last fourteen yearswe've morphed to a crm. We now have five hubs. We have amarketing hub, a sales hub, a crm and operations hub. A serviceup they called the fantastic five. So it really is a text st ACdesigned to help you grow better. The foundation is hub spots area, which, by the way, is free. If anybody still us in spreadsheets,listen to this podcast. Don't write. I spend a lot of time inspreadsheets and it's horrible. Right are you can't do any of the things thathe just talked about if you're a spreadsheet. And hope spot is strategically positioned ourserum, which is a modern crm that does a lot of great stufffor free. There's a variety of different reasons, but people like free stuff. You guys like free stuff, right, of course you do. Your podcastlisteners like free stuff, right. They like to show yeah, exactly, exactly exactly, and all five hubs started free, right, and it'sa great way to lean into a motion where people can try without a financialcommitment. They could see the value and if they need a little bit morefunctionality or breath, they just buy more stuff. So as the hub spotstory evolved, two years in we decided that we had a pivot between smallbusiness and what we call medium business, and so we chose medium business fora variety of reach. Took about nine months to make the decision, butit was the right decision because they got better value out of the product.Right we had higher retention. They were a little less price sensitive. Westill have a small business division and it was very it was probably twenty.It was a significant part of our business. I don't know the exact amount,but the emphasis on the growth was on the larger companies. We definedit from I think twenty employees up to two hundred as the company is evolvedover the last fourteen years. Now we have retail, which is one ortwo em plays, then we have small business, which is three employees totwenty. Now we have mid market, which is twenty two, two hundred. Now we have corporate, which is two hundred two five thousand right,and now I'm spout as a hundred and thirteen thousand paying customers and a hundredand twenty countries. So it's very, very brought. The common denominator,though, it's companies that want to grow, and a growth in two thousand andtwenty one requires that you're not in stovepipes. It requires that people usinga simple to use, simple to implement, simple to manage text st ac wesometimes call it revops, which is aligning all of your go to marketstrategy so everybody knows what everybody is doing,...

...and it's proven to be incredibly successful, right, because all of the different departments, all of the differentareas of expertise, all of the handoffs between like the website to the salesperson, to the onboarding person, to the customer experienced person, it's all singlesbecause they all use the same information. They could see all this information.And now, or the last few years, we've been implementing or getting our partnersinvolved and ensuring that our partners are part of that process. Up spoutas thousands of partners and all of our geographies that are designed to assist ourclients and we have the best partners who are engaged in certain types of geographiesand certain types of industries that will cycle in and there is a multiple yearplan where it's very intentional for us to embed our partners in the customer experiencebecause they're so good at right and there's a direct correlation to customers being happierand getting more value out of this off. Yeah, I really love the wayyou all approached the partnership piece. It really is a true partnership.I think a lot of people would treat that relationship more like it just astreet reseller, but it's different. It's similar to two thousand and twenty one. Yeah, right, our partners are the grant. We have the greatestpartner ecosystem the world. KITTIEING MAC runs the program right globally and we're constantlythinking everything we do how to integrate our partners in the motion so that it'san extension. Every Tech Cup and I have been in had challenges between directand partner right, and it was horrible in the s and it was alittle bit better in the adds and then it's still hard. But if youcan do it effectively, where your generating revenue for you our partners, it'sa when, when? When we're now two thousand and twenty one ethan isthe creation economy right, and we have to find ways that it becomes very, very obvious for our partners to make money. And the good news iswhen you're adding so many customers in the future, right, they all needsome level of help. As we're intentional of getting our partners involved, itjust makes a little easier for us to grow without doubling the size of ourour headcount by giving it to people who desperitely want, very much want thebusiness and could do a better job than we can. Yeah, it's solocal to so the sales line program really quickly. I know that that involvesthe pipeline Gin boot camp. Is that primarily for partners or is that forthe population? Partners except or morphing it. Right. Over the last three years, professor winehouse, David Winehouse and I have been teaching partners how toengage and how to advise better, show better business value, and it wasthe greatest job at ups about it was so much fun. It was anMPs of ninety right. People were so grateful because starting the conversation is thehardest. The reason why video is so impactful. It's a perfect example oftaking automation and inserting more humanness in it. Right, I see you on mylittle video, your bomb, bomb videos that you send me all thetime, and I'm like Oh, Ethan, right, and it's a I can'tcontrol myself. I do like you, but when I see you I'm likereminded of how much I like right, you could do that at text email, and if Steve sends me a text email, I'm not that excitedbecause I got eight hundred of them today and he's just like one. Butwhen I see you pop up with your light hair and your mic and allthat kind of stuff, I know you're going to get right to the point. I know twenty seconds of a little bit Ethan, Butte Best Practices andthen it's like a really human thing. I feel like we have a relationship, even though you're using the technology to support that. Now in this isthe last time we're actually teaching it as a bespoke class and we're morphing itinto hub spot academy. And you guys familiar with hup Spot Academy? Allright, okay, so all your listeners just google up spot academy. Ijust figured it out. We have now eighty four certifications, four hundred hours, four hundred and eighty lessons, Oh my goodness, on all these differentthings for sales, at marketing, for...

...content creation, and what we're tryingto do is we're trying to leverage this not just for partners, which waswhat the the purview of the program for the last three years, but partnersand end users, because a hundred times a quarter people would say, okay, I'm not a partner. I need to learn this. And when weask our partners what percentage of your customers are practicing inbound sales process, they'relike none to two percent, five percent, because it's still brand new. Right, people are still co calling. Did you know that you ever getcold call season? Well, I don't anymore because my iphone screens them forme the way I used to have to manually screen them myself, or likecause I'd pick it up, I'd look be like, I don't know that, I put it down. I phone handles that for me now. So, Steve, you still get cold calls? I do because I've a I've avoicemail at work, so they tend to just filter rate to the voicemail and most of them don't leave a message anymore, but one out ofevery ten and two out of every ten does. Awesome. So turns outthe prospecting component of the inbound sales process is the hardest because it's still requiresthat human engagement. Video does a great shop of accelerating that because they see, right, who's want a little Dan tire and his orange wall yelling atyou, unless you're a disc profile see, which cases in credibly annoying that I'lluse my scientists voice and deliver the message just a little bit differently,right, but putting their website on the screen explaining none of I want tospend fifteen minutes with you to see how I can help. And they're like, Holp, what are you going to help with? And then for uswe help with lead generation, customer acquisition, client engagement, competitive advantage. Everybodyhas magic words that you could say. No, that's what we help viewwith. We help you in gay, we help you get brought a reach, we help you with visibility, whatever it is, right, andthey're like, well, why are you doing this? I get that likefive time a what what you want to help me? I'm like yes,like why? I'm like, that's just the way we do it. Ah, it's Super Fun. Don't you want to help? They're like yeah,I'm like what do you need help with? And then they tell me and ifI can do it, I'm like, okay, let's spend a little bitmore time. WE'LL DIG in. Tell me how that works, tellme more about that, tell me how you've grown that and teaching. Idon't know. We've talked two thousand what we go lions right, because lionshunt and pack. Lions about like the King of the jungle right there,very social animals. Right by the way, women lions do all the work,right. Men Lions, like mail lions, sit by the water holeand steal the gazelles. The Women Lions kill that. I don't know ifyou knew that, but I've been in Africa and that's exactly what happened,which is a metaphor for life. But the Lions program now is going tomorphantops about academy. We're going to do it part of community where we're goingto teach everybody the this methodology because it's critically important. Everybody says people don'tpick up the phone anymore. I'm like, you're wrong. They're like no,no, the statistics a four to fourteen percent of people pick up thephone the first time only for I got all the date on this. Onlyforty percent of leads are ever called. Sixty percent of leads are never calledright, which makes me cry inside a little bit. Only thirty percent ofleads are called twice right, and so only ten percent of leads are calledthree times. Only eight percent of leads are called four times. Every timeyou call, you have to send an email. Here in the United Stateswe leave a voicemail and other geographers cross the world, we said a what'sAPP so that it's an audio what's APPs so people or a video what's up, so that people see that we're trying to reach out. It's very respectful. It's like, Oh, Steve, my name is Dan. I sawyou came website. What were you looking for help with? Or if youdidn't come to the website, Steve, I see that you're in Colorado.Oh my goodness, you work with my Buddy Ethan. How long have youknown Ethan? All right, Ethan said that you may be interested in growthor in scale, and I want to spend fifteen minutes with you to seehow I might be out. My link, scheduling link is in this email.Just get on my count right and after four emails and to video emailsfor calls for email, two of those...

...are videos, I'll convert more thansixty five percent right and people go that way that it doesn't work like that, you're like on many Leby. I'm like, no, it's not justme right, it's that I'm using the technology in a way in which youknow, I'm not like an eighteen year old with a skinny leather tie sittingon a stool just saying the same stupid stuff. You know that I've researchedyou and that there's ways that I can help. I have the date inthe facts and I'm not just going to call you once out of the blueand stop. I'm going to be professional and persistent. And my last videois all right, Steve, I've sent you to videos for emails, calledfour times. I think you know how to get ahold of it. I'massuming the timing isn't right. Just saved this video and if you want togrow better or grow revenue or if you need help with anything, just rememberDan from up spot. Just send me a quick email or use my link. Just get on my calendar. Happy now. And it's transformation, right. People like sometimes call and say like that was amazing, right, andthen at the end of the year, people like you remember talking to mein March and I'm like now and they're like no, no, you sentme for emails. I'm like okay, at two videos. You send methose little movies. I'm like yeah, I did that a lot, andthey're like those were awesome. Rite you talked all about me and I'm likeyeah, that sounds like me, and they're like, okay, I needhelp now. I'm like, all right, let's set up a time, let'sgo. And it's amazing because you guys know this right. You haveHeth. And how long you've been using video? More than ten years?Oh, ten years. I know you're you're a pioneer. How about you, Steve, how long you been do it? I purchased bombomb as apaying customer in two thousand and eleven. Oh my goodness, you guys are, oh Geez, gangster's man. Yeah, it took us a few years toget them to join us, but yeah, he saw the shared thevision right away. Amazing. I've told you this, Ethan, I saidin two thousand and seventeen when we saw the stats. The thing about workingfor ups about as we have marketing statistics. If you want the marketing statistics,just google hub spot marketing statistics and they're all there, including the videostatistics. Right when you see it, the outreach doubles, sometimes triples,right when you use your video. Why? It's exactly what you guys a spouseright, it's human. You're delivering the right information of the right time. You're showing that you've done your research. There's a million reasons why it's soimpactful and has been. But in two thousand and seventeen, I'm likeeverybody's going to use this, it's the year of video. Didn't happen.Then two thousand and eighteen I met Ethan. I'm like, okay, Ethan,your respont on, this is the year. He's like, I hopeso. Wasn't there. Then two thousand and nineteen I'm like, okay,stand at my feet. Is finally going to happen. Then two thousand andtwenty, all bets were off, although video was even more impactful then becauseof the all the like reasons we just said twenty, twenty and two thousandand twenty one. It's going to take a little bit of time. I'mnot going to make the same claim five years in a row because I've beenwrong the first four. But it's cashered up. More and more people areunderstanding and it's really an essential part of your professional outreach and if you're notusing video, you don't need I mean you got to talk to Steve andEthan, because it has an incredible impact on your relationships on your ability toget information across. These guys have all the the data in the book rightand it's brilliant and it's accessible and it's relatable and I'm the first person totell you it works. I teach it, we use it all the time andup spot and you're missing out right. Well, one thing two thousand andtwenty taught us is that you can't do it the same way you did. We don't call it the new normal, we call the next normal. Youcan steal that, Ethan, the next you ever heard that before?Easan done, no, got it, the next normal, and I'm likeit's different now, right, and you got to understand that it's hybrid.You get understand it's human. Yet understand is all about helping, not sellingand anything. Any attributes that can let... be a little bit more humanis better. Speaking of the book. You like that Segue, Ethan?Yeah, we are. We are thankful for for Dan Tire obviously being onthe show here today, but also as contribution in the book. Who wentaround this out and and end up with with a question about the book.What are you most excited about? For people to learn and reading human centercommunication. Is there a particular person or particular chapter, particular topic that youcan't wait for people to pick up and learn about. I feel like you'rethe pioneers and have continued to be the pioneers. Now, I know yourten year pioneers, but you know, there's still a small percentage who areembracing the message and I feel like it's time that more people pick it up. The technology has never been easier to deploy, but now is the time, right, and if you're not moving quickly to embrace this new way,it's not even new anymore. It's ten year old technology accorded you guys right. It's okay to be a little bit of a Lagger, it's not okayto be ten years late to the party right. So I'm hoping that,like the big hearts that you've been doing talking about how important this is,right my mantras to the most good for the universe. The reason why Inaturally like bond with you guys is you're the same kind of Montre. Allyou want to do is hope. Now is the time that people have tocome out of their comfort zone. They have to try something that's a littlebit new. They have to let's just try it right. If it doesn'twork for you, number one, I'll be amazed. Number two, I'llprobably tell you didn't do it enough, because, with lots of experience,a two thousand and twenty, we ran a program at ups about called thebig fifty video challenge. They ever tell you about that? E's and know. Okay, so we got six hundred people to say we want you todo fifty videos and if you do, I'll send you lion text and theygot all excited about Purple Lion Text, which, if you ever want somebodyto do something, offer them a tag with a lion on it, causeI'll do anything. I'm going to say sixty percent did ten videos and stopped, which made me cry. I'm like no, you got to keep goingright, but at least they try right and some of them enjoyed a littlebit of success and at least they saw how easy as to do. Theother forty percent, they're like, oh my God, they're what they're they'rerealizing the dream that you guys have been talking about. They're like now peoplecall me back or they get on my calendar or there's a schedule connect call. I'm like, yeah, that's the way we do it right. Peoplethink that up spot just sits in our global offices and people like I don'tknow, email us pos right now. We call all the time. Weuse video all the time. I'm spot videos embedded in all of the optionsthat we have and we know it works, or else we wouldn't tab it,we wouldn't use it and we wouldn't suggest it to companies that are tryingto skip. Awesome if you are listening to this and you've enjoyed Dan's insights, not only on video, because you'll get a lot more video in thebook Human Center Communication, including tips from three of his peers at hub spotwho he brought us into relationship with. Thanks again for that. But you'llalso get this underlying inbound philosophy which overlaps with this human centered approach to doingbusiness. I hope you heard that in the conversation. This is the firstof a series that Steve and I are co hosting coming up soon. We'vegot Matthew sweezy from sales force. We've got Lauren Bailey, who is thepresident and founder of factor eight and Girls Club, two different organizations, andrare member of the tenzero video club. I don't know where you're at,Dan, but Morgan j ingram is done tenzero videos. They're handful of usthat are in that group. He's among them. He's also a linkedin topsales voice for three years, coming there three years running, rather, andall those folks are coming up here in this series. Steve, let's closeit out with Dan. Let's learn a little bit woman. Connection is soimportant, right. I don't know came out. Who came up with thetitle of the book. It was an internal process that it would what wewere trying to do is get at the essence of what this is, becausethis conversation we're having, Danny, and... know it, is not aboutvideo. Video is simply the medium to put forth all of this stuff thatwe know is better put in video than in faceless, typed out text.And so, as we thought about it, when you're doing it well and youspeak to it, it's about putting the other person first. It's aboutcoming with service and value, it's about speaking to people in ways that theywant to be spoken to, including more visual and more emotional communication, whichvideo allows. It's all of that stuff, and so it was an internal process. I don't know that I would assign it to one person, butif I did, I might say John Rougie. Yeah, one of ournumbers, one of our going. That's awesome. Number one is a greattitle, important for these times, for two thousand and twenty one, numbertwo. It doesn't surprise we got world class guests for your podcast and forthe book, because for thinking business people understand that this is important. Whatthey might not understand is how to put it at acts. That's why yougot to buy the book right, and it's easy to read. I've readyour previous book, which was awesome. It's right here. Rehumanize your businesscorrect. Thank you. Think I should like pull it over. Wow,put that little product placement in there. Right there, we got there wego. I know, I know, I got two copies because you're niceenough to send it. Very, very important, right, and I thinkmost of the afford thinking business leaders are saying the same thing. We callit in bound, you call it rehumanizing Your Business, but now is thetime right, and if you're still doing things the way we did twenty yearsago, you're gonna hit the wall and you know it. You see it. You have to lean into these relationships and anything I could do to helpyou guys, or the book or your podcast readers go to dance tirecom.D TIRED UPS ABOUTCOM and I'm all into Treado. That was my last question. You just answered the question before I asked it, so I think right. Thanks so much for allowing me to be on your podcast. Anybody atneed any help with anything? Let me know. Ethan and Steve Not toget a hold of me and I'm at your service. Thanks so much,guys. This sounds like a great podcast for me to listen to and lookforward to sing the book lunch. Thanks so much and really appreciate your timeand for folks who are listening. He is d tired at up spotcom.Yes, he gave you as email address and Dan, I don't know ifit's like when I give my email address, almost nobody reaches out. It's ashocking when we have access. This is something Steve says all the time. We have access to the world foremost thinkers on so many different topics.They're all available digitally on Linkedin or other ways, and I know people thatgive out their cell phone numbers on in conversations like these and they like noone ever calls me it is shocking how few people take advantage of the opportunitiesthat are presented. Thank you for being so available to people. Thanks forsharing all this with us, and if you want to learn more about thebook, it'll be up at Bombombcoma book Dan Tires. In it we tella little bit of the hub spot story, some of it you shared with ushere today. Thanks so much. Clear Communication, human connection, higherconversion. These are just some of the benefits of adding video to the messagesyou're sending every day. It's easy to do with just a little guidance,so pick up the official book. Rehumanize Your Business. How personal videos acceleratesales and improve customer experience. Learn more in order today at Bombombcom Book.That's bomb bombcom book. Thanks for listening to the customer experience podcast. Remember, the single most important thing you can do today is to create and delivera better experience for your customers. Continue Learning the latest strategies and tactics bysubscribing right now in your favorite podcast player or visit bombombcom. PODCASTS.

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