The Customer Experience Podcast
The Customer Experience Podcast

Episode 148 · 11 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 you use 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 showing that 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 a better experience for your customers. Learn how sales, marketing and customer success experts create internal alignment, achieved desired outcomes and exceed customer expectations in a personal and human way. This is the customer experience podcast. Here's your host, Ethan Butte Hey, we are doing something new and fun this summer here on the customer experience podcast. I am your host, Ethan, but I've got a cohost now, Steve Passinelli, who is my longtime friend, longtime team member, a longtime co worker. Are Chief Marketing Officer, a bombomb, my coauthor on the book Rehumanize Your Business, and we're coauthors on another book called Human Center Communication, which is releasing this October on Fast Company press. You will 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 up again cohost this podcast and engage all eleven of our expert friends who we brought into that book project. So we're hosting them in customer experience conversations. This is the very first one, Steve. Who Do we have yet? None other than damn tire. We had to put Dan in first because we you know what you're going to get when you talk to Dan Tire and if you are a longtime listener to the customer experience podcast, you probably have heard Dan tires episode, and so let me do a quick introduction before we kick this off. Not only is Dan tire great podcast guest, but we knew that he had to be a part of our book human centered communication because Dan is the unique combination between tenure experience with the practitioner's mindset. Dan is a video practitioner. Dan is a human centered communication practitioner. Dan is the perfect juxtaposition between I was going to say ivory tower, but that's probably that's probably not the right word, but but executive and and practitioner and has the vantage of both viewpoints. He leads a pipeline Gen boot camp called sales line. He is the CO author of inbound organization and an overall fantastic guy. Dan, welcome to the show. Thank you, Steve. I should take you on the road with me. That's awesome, right. I thought you got to say 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 with you guys. First of all, I didn't realize your background. You're like best friends. You know lots of things about each other's hair. Right, that came out in the pre briefing meeting. But, like, podcasts are a big thing now, right. It's a great way to get information across and one of the most important like components of delivering the information the way people want, right in two thousand and twenty one. So super excited to be here and answer any questions. Jaff, awesome. We have a lot of them, and we'll start, Dan, where we started when you first joined me in this podcast. I think it's back on episode forty, if I remember correctly. I have everyone to find customer experience. I'm going to ask that of you too. When I see customer experience to you, Dan, what does that mean? All right, so first of all, in part of 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 years has been very strong advocate about customer experience being your essential competitive advantage. Right and amazing because it's true. Right, in the age of everything being able to develop, in the age of all the ways in which you can consume information, the single most important thing is... easy it is to do business with you. Right, hub spot sometimes calls it the Flywheel, and there's two 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're like 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 doing the podcast. All right, it's like super easy. You sent all the stuff in advance, that customer experience. I was just working with a global traditional 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're like, 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 ever bought dirt? And they're like now I'm like, I have a garden in the back of my house right and I live in Arizona and we're trying to grow tomato plants in Arizona Right. So I need dirt, right, and would 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 the place to buy dirt. Everybody's like this windmilk farms here in Arizona and that's the 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 just want dirt. He's like, what do you need to dirt for? I'm like 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, egg plants and beans. He's going all right. You got to put those in separate beds because they have different but you don't just need dirt, you need 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 my goodness, 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 is a delivery of dirt. Then I you need to tell me where it is. Then I'm going to deliver dirt again in ninety days and then a hundred 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 price shop are AP for dirt? Not when this guy is school and me on what I actually need. He asked five or six very important that's the best customer 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 questions make it super easy for me to understand. Now I've got a volume purchase agreement to get multiple deliveries of dirt over the next four years. So I got a big fat to me to play in that rate story. There are there's so many things I love about that story. First and foremost, when these things come to harvest, I feel like I need to invite myself to dinner out on a nice patio, like late in the afternoon, for something with beans and eggplants and tomatoes. But expertise on that person's side, authority on that person's side, good, like good discovery in advance to help guide you 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 want to 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's any thing I have around Tshirts, it's I need to get rid of more of them so that they'll you might just give away eightio right, the ones you sent me, but everybody else. So a hundred percent of what you just said. First of all, he did it very naturally. He's like, okay, let me ask you some preliminary questions. So the discovery was 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 I had 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 part of the customer experience. But I was just talking to another sales leader today and I'm like, the hardest thing to teach your sales team is if it's not a good fit, you move on. And we wrote in the INVAT organization dot and I about how if it's...

...not a good fit, he used to be buy or beware. That would sell or beware, because if my dirt doesn't work with the stuff that I'm growing, wimill farms is never going to get my business and everybody I touch is never going to hear about windmill farm. So it's like win win kind of thing, right. But the ability to diagnosed then turn somebody away if it's not a good fit or make a 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 this guy's been a dirt guy for a long time right. He knows the right questions to ask. He was concise in the way he asked it. He listened 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 anything about dirt. This is my new dirt guy and now of a sudden I'm telling everybody on a podcast I got a dirt guy. I feel like honored that now I'm and for the rest of my life if I ever need dirt, I'm calling Phil that's these my dirt guy. Yeah, so I'm going to assume that FIL doesn't have a customer im actually, and this transitioning here, I'm going to assume that field doesn't have a customer experienced team member on staff. But I know, Dan, that you've worked with countless organizations and you're at hub spot with some of the people that you've taught and trained in consulted or whether in the context of hub spot, is your preference that I 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 around Customer Experience, or do you prefer that it be more of this kind of transcendent cultural component or ethos of the organization? For Phill it's obviously culture. Ethos is just how we do business. But do you look, what do you 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 you put the term around in the reality is in the old days, two thousand and 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 when you do your best work and everybody, everybody in the company, is involved in 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 looking for ways where that friction is making it hard for people to do business with you and the force, where it becomes easy, where you can share that a very and of course, in two thousand and twenty one every company's a technology company, right, you have to lean into the technology because it's too hard to do it manually. You can't run around and connect it all the way. But even like nonprofits, even dirt farmers need to have good technology so that they understand who you are. They can be reminded that if there was 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 the way you grow your brand. That's order you to go your revenue. That's the way you get your reputation. And then, of course, the fly wheel. A final piece is taking your best customers and putting them at the forefront of your Flywell, to get more customers. There's a couple of things with that. Number One, defining that niche, right, so people know where you do your best work. You can always be opportunistic, right, he could sell other kind of dirt, but you want to understand your real house, where you really do your best work. Number two, you want to put the people who've just recently been through it in the forefront of the process. In the old days we used to give references at the end of the sales process. I don't know a Steve you ever give a bad reference when you were selling something right, I never got a bad reference. I never 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 about six months ago companies about the same...

...size. You're both manufacturers. She'll tell 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 where she took a few curveballs right so you don't fall into those mistakes and people 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 two thousand and twenty. So, Dan, I think Ethan might fire me on the very first podcast that we're doing together because it and correct me if I'm wrong, I don't think I mentioned that you had a fourteen year career at hub spot that don't forget that portion in the yeah, you didn't mention that in the bio. That's all right if you did. My full bio to take twenty seven minutes and we only have a few minutes here. But I started as a first sales person for up spot and I cold called for hub spot. The reason why this is so, so vital to me is, first of all, I had a great thirty year sales career, sales executive, founder, entrepreneur career before hup spot, but everything changed in two thousand seven because they put words around our mess, Brian. Their idea was putting words around 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. Inbound in two thousand and twenty one is completely different. Inbound is now the customer experience. It's exactly what you said. It's force and friction. It's defining who you do your best work with. It's engaging, and I feel a little funny saying this, but you got to treat people like human beings, right, and like guys, like you're like, oh, yeah, I know, but there's tons of people who connect with me on Linkedin and then send me spath. I'm like, you're kidding me. You're going to ask me to connect. I saw your and you know, actually it's my bad because I you could tell, I saw your profile on Linkedin decided that I wanted 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 that last 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 really think that's a good way to start a relationship? You really think that you're building your brand that way? Right? First of all, you're violating linkedin's profile. Second are security connections, and number two is a horrible way. Right. You make it one or two percent conversions. That means ninety eight percent 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 super important. Number two. You help, not sell. Would you guys have known forever? Right? The reason you rite looks do podcast. All you want to do is help and you're skilled at delivering the information ways people want to receive. I was thought podcasts were better on the east coast because people would 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 listens to him while he's walking the dog. PEOPLE IN LA while they're driving to like 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're trying 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 for hub 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, you sold me up a better something like that, and sometimes they do, sometimes they don'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 thousand and twelve. I'm like, okay, that doesn't exist now, but what can I help you with your like I'm going through renewal in my account team isn't like it's charging me five times. I'm like, that doesn't sound right and as an early employee of Spot, my responsibility is I don't have the responsibility to change it. I can't give him a discount off it, nor would 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 deal with this guy and bring it to the...

...account tap. In like ninety nine point nine percent of the cases they're like, oh my goodness, that's slipped of the cracks. We've been trying to get ahold of this guy. We have the wrong email with guys. Thank you so much, and then they fix it right. And the reason why I'm spot as hub spot is because that's sobbing for the customer is super important. The next thing is look at the data right. Every company, being a Tech Company, is important. Evaluating and understanding and focusing on the data is super important. And then that's the way you scale the company right. Is Your Niche and find out where you're doing your best work so you can do all the other attributes. That's what it involved. Bout Organization is all about. That's about the customer experience is 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 to be I don't know. People would show up in certain industries with donuts and coffee and that's how they got this right. That didn't happen a lot in two thousand and twenty. I had lots of people call me and say, all right, well, what do we do? My sales game that used to be out on the road driving from customer to customer, can't do that anymore. I'm like yeah, well, you better find a way to add value right. Like call them up and they're like, well, what we say you'd like? My name is Steve. How can I help you in the like help with what? I'm like, you got to ask that question right. There's a whole series of things that you got to like figure out 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 tons of 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 to our customer, is not just giving them done. I'm like, exactly, all right, welcome to two, twenty one. Now how can you expand it? And there's a couple of things that I'm pretty adamant about. The flywheel 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 your customers different than your prospects. And when I'm working with senior executives at global companies, I'll say when people come to your website, your customers see the same 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 your customers and shows them different calls to action, different landing pages, different upselling, Cross cell opportunities, different ways to add value. They're like, how do 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 the wagons. 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 phone and say, Steve, this is Dan from up spot, and seems like okay, who are you? I'm like, okay, we've been working with you for six years, but this is the first time I've I'm talking to you. 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 pause right and they're like okay, and you've been a customer for six years and in the last two years we get a special project for you. We did a special prop podcast where we featured you on the podcast and I work all the time to help like generate revenue for you and I wanted to thank you for 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 your cell phone. If there's anything that ever comes up right, just text me right and twice. Here I'm a pick up the phone. Of sorry with you. I'm going to call make sure the relationship is strong and they're blown away. They're like, oh my goodness, who are you again, Dan at hub spot, Hubs Pot, and they're like, okay, you're in my phone now. There's anything I need, let me know. That ripples to the entire organization, right. That is very, very powerful. Then twice here I'm like, are you a text person, or you an email person or you a phone person? I like to call because I like to see if there's changes. Sometimes if people leave, sometimes there's differences, like in two thousand and twenty one, a great question to ask is like what's different 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. But that 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 that you have that personal connection because in the age of all this technology, it's designed to try to be more human, and there's nothing more human than actually picking up the phone and say, Steve, this is Dan. I'm your dirt guy 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. I want to earn Your Business. That was a wealth of information. I want to go back to solving one of the elements of your methodology. There was solved 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 go read a patent, pick and choose, yeah, what you would like. But WHO's hub stock? whose hub spots customer right now? What problems do you solve for them? And the big question is, how have they evolved over the years and when did you know you needed to change that experience for them based on their evolution? All right, that's amazing question. That's going to take 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 generate leads and customers without having to pay for search. Over the last fourteen years we've morphed to a crm. We now have five hubs. We have a marketing hub, a sales hub, a crm and operations hub. A service up they called the fantastic five. So it really is a text st AC designed 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 in spreadsheets and it's horrible. Right are you can't do any of the things that he just talked about if you're a spreadsheet. And hope spot is strategically positioned our serum, which is a modern crm that does a lot of great stuff for free. There's a variety of different reasons, but people like free stuff. You guys like free stuff, right, of course you do. Your podcast listeners like free stuff, right. They like to show yeah, exactly, exactly exactly, and all five hubs started free, right, and it's a great way to lean into a motion where people can try without a financial commitment. They could see the value and if they need a little bit more functionality or breath, they just buy more stuff. So as the hub spot story evolved, two years in we decided that we had a pivot between small business and what we call medium business, and so we chose medium business for a variety of reach. Took about nine months to make the decision, but it 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. We still 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 defined it from I think twenty employees up to two hundred as the company is evolved over the last fourteen years. Now we have retail, which is one or two em plays, then we have small business, which is three employees to twenty. 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 hundred and 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 and twenty one requires that you're not in stovepipes. It requires that people using a simple to use, simple to implement, simple to manage text st ac we sometimes call it revops, which is aligning all of your go to market strategy 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 different areas 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 singles because 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 partners involved and ensuring that our partners are part of that process. Up spout as thousands of partners and all of our geographies that are designed to assist our clients and we have the best partners who are engaged in certain types of geographies and certain types of industries that will cycle in and there is a multiple year plan where it's very intentional for us to embed our partners in the customer experience because they're so good at right and there's a direct correlation to customers being happier and getting more value out of this off. Yeah, I really love the way you 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 a street reseller, but it's different. It's similar to two thousand and twenty one. Yeah, right, our partners are the grant. We have the greatest partner ecosystem the world. KITTIEING MAC runs the program right globally and we're constantly thinking everything we do how to integrate our partners in the motion so that it's an extension. Every Tech Cup and I have been in had challenges between direct and partner right, and it was horrible in the s and it was a little bit better in the adds and then it's still hard. But if you can do it effectively, where your generating revenue for you our partners, it's a when, when? When we're now two thousand and twenty one ethan is the 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 is when you're adding so many customers in the future, right, they all need some level of help. As we're intentional of getting our partners involved, it just makes a little easier for us to grow without doubling the size of our our headcount by giving it to people who desperitely want, very much want the business and could do a better job than we can. Yeah, it's so local to so the sales line program really quickly. I know that that involves the pipeline Gin boot camp. Is that primarily for partners or is that for the population? Partners except or morphing it. Right. Over the last three years, professor winehouse, David Winehouse and I have been teaching partners how to engage and how to advise better, show better business value, and it was the greatest job at ups about it was so much fun. It was an MPs of ninety right. People were so grateful because starting the conversation is the hardest. The reason why video is so impactful. It's a perfect example of taking automation and inserting more humanness in it. Right, I see you on my little video, your bomb, bomb videos that you send me all the time, and I'm like Oh, Ethan, right, and it's a I can't control myself. I do like you, but when I see you I'm like reminded 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 excited because I got eight hundred of them today and he's just like one. But when I see you pop up with your light hair and your mic and all that 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 and then 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 is the last time we're actually teaching it as a bespoke class and we're morphing it into hub spot academy. And you guys familiar with hup Spot Academy? All right, okay, so all your listeners just google up spot academy. I just figured it out. We have now eighty four certifications, four hundred hours, four hundred and eighty lessons, Oh my goodness, on all these different things for sales, at marketing, for...

...content creation, and what we're trying to do is we're trying to leverage this not just for partners, which was what the the purview of the program for the last three years, but partners and end users, because a hundred times a quarter people would say, okay, I'm not a partner. I need to learn this. And when we ask our partners what percentage of your customers are practicing inbound sales process, they're like none to two percent, five percent, because it's still brand new. Right, people are still co calling. Did you know that you ever get cold call season? Well, I don't anymore because my iphone screens them for me the way I used to have to manually screen them myself, or like cause 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 a voicemail at work, so they tend to just filter rate to the voice mail and most of them don't leave a message anymore, but one out of every ten and two out of every ten does. Awesome. So turns out the prospecting component of the inbound sales process is the hardest because it's still requires that 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 at you, unless you're a disc profile see, which cases in credibly annoying that I'll use 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 to spend 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 us we help with lead generation, customer acquisition, client engagement, competitive advantage. Everybody has magic words that you could say. No, that's what we help view with. We help you in gay, we help you get brought a reach, we help you with visibility, whatever it is, right, and they're like, well, why are you doing this? I get that like five 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 if I can do it, I'm like, okay, let's spend a little bit more time. WE'LL DIG in. Tell me how that works, tell me more about that, tell me how you've grown that and teaching. I don't know. We've talked two thousand what we go lions right, because lions hunt 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 hole and steal the gazelles. The Women Lions kill that. I don't know if you 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 to morphantops about academy. We're going to do it part of community where we're going to teach everybody the this methodology because it's critically important. Everybody says people don't pick 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 the phone the first time only for I got all the date on this. Only forty percent of leads are ever called. Sixty percent of leads are never called right, which makes me cry inside a little bit. Only thirty percent of leads are called twice right, and so only ten percent of leads are called three times. Only eight percent of leads are called four times. Every time you call, you have to send an email. Here in the United States we leave a voicemail and other geographers cross the world, we said a what's APP 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 saw you came website. What were you looking for help with? Or if you didn'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 you known Ethan? All right, Ethan said that you may be interested in growth or in scale, and I want to spend fifteen minutes with you to see how 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 emails for calls for email, two of those...

...are videos, I'll convert more than sixty 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 just me right, it's that I'm using the technology in a way in which you know, I'm not like an eighteen year old with a skinny leather tie sitting on a stool just saying the same stupid stuff. You know that I've researched you and that there's ways that I can help. I have the date in the facts and I'm not just going to call you once out of the blue and stop. I'm going to be professional and persistent. And my last video is all right, Steve, I've sent you to videos for emails, called four times. I think you know how to get ahold of it. I'm assuming the timing isn't right. Just saved this video and if you want to grow better or grow revenue or if you need help with anything, just remember Dan 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, and then at the end of the year, people like you remember talking to me in March and I'm like now and they're like no, no, you sent me for emails. I'm like okay, at two videos. You send me those little movies. I'm like yeah, I did that a lot, and they're like those were awesome. Rite you talked all about me and I'm like yeah, that sounds like me, and they're like, okay, I need help now. I'm like, all right, let's set up a time, let's go. And it's amazing because you guys know this right. You have Heth. 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 a paying customer in two thousand and eleven. Oh my goodness, you guys are, oh Geez, gangster's man. Yeah, it took us a few years to get them to join us, but yeah, he saw the shared the vision right away. Amazing. I've told you this, Ethan, I said in two thousand and seventeen when we saw the stats. The thing about working for 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 video statistics. Right when you see it, the outreach doubles, sometimes triples, right when you use your 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 showing that you've done your research. There's a million reasons why it's so impactful and has been. But in two thousand and seventeen, I'm like everybody'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 hope so. Wasn't there. Then two thousand and nineteen I'm like, okay, stand at my feet. Is finally going to happen. Then two thousand and twenty, all bets were off, although video was even more impactful then because of the all the like reasons we just said twenty, twenty and two thousand and twenty one. It's going to take a little bit of time. I'm not going to make the same claim five years in a row because I've been wrong the first four. But it's cashered up. More and more people are understanding and it's really an essential part of your professional outreach and if you're not using video, you don't need I mean you got to talk to Steve and Ethan, because it has an incredible impact on your relationships on your ability to get information across. These guys have all the the data in the book right and it's brilliant and it's accessible and it's relatable and I'm the first person to tell you it works. I teach it, we use it all the time and up spot and you're missing out right. Well, one thing two thousand and twenty 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. You can steal that, Ethan, the next you ever heard that before? Easan done, no, got it, the next normal, and I'm like it'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 selling and anything. Any attributes that can let... be a little bit more human is better. Speaking of the book. You like that Segue, Ethan? Yeah, we are. We are thankful for for Dan Tire obviously being on the show here today, but also as contribution in the book. Who went around 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 center communication. Is there a particular person or particular chapter, particular topic that you can't wait for people to pick up and learn about. I feel like you're the pioneers and have continued to be the pioneers. Now, I know your ten year pioneers, but you know, there's still a small percentage who are embracing 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 okay to 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 I naturally like bond with you guys is you're the same kind of Montre. All you want to do is hope. Now is the time that people have to come out of their comfort zone. They have to try something that's a little bit new. They have to let's just try it right. If it doesn't work for you, number one, I'll be amazed. Number two, I'll probably 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 the big 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 to do fifty videos and if you do, I'll send you lion text and they got all excited about Purple Lion Text, which, if you ever want somebody to do something, offer them a tag with a lion on it, cause I'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 going right, but at least they try right and some of them enjoyed a little bit of success and at least they saw how easy as to do. The other forty percent, they're like, oh my God, they're what they're they're realizing the dream that you guys have been talking about. They're like now people call 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. People think that up spot just sits in our global offices and people like I don't know, email us pos right now. We call all the time. We use video all the time. I'm spot videos embedded in all of the options that 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 trying to 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 the book Human Center Communication, including tips from three of his peers at hub spot who he brought us into relationship with. Thanks again for that. But you'll also get this underlying inbound philosophy which overlaps with this human centered approach to doing business. I hope you heard that in the conversation. This is the first of a series that Steve and I are co hosting coming up soon. We've got Matthew sweezy from sales force. We've got Lauren Bailey, who is the president and founder of factor eight and Girls Club, two different organizations, and rare 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 us that are in that group. He's among them. He's also a linkedin top sales voice for three years, coming there three years running, rather, and all those folks are coming up here in this series. Steve, let's close it out with Dan. Let's learn a little bit woman. Connection is so important, right. I don't know came out. Who came up with the title of the book. It was an internal process that it would what we were trying to do is get at the essence of what this is, because this conversation we're having, Danny, and... know it, is not about video. Video is simply the medium to put forth all of this stuff that we 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 you speak to it, it's about putting the other person first. It's about coming with service and value, it's about speaking to people in ways that they want to be spoken to, including more visual and more emotional communication, which video 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, but if I did, I might say John Rougie. Yeah, one of our numbers, one of our going. That's awesome. Number one is a great title, important for these times, for two thousand and twenty one, number two. It doesn't surprise we got world class guests for your podcast and for the book, because for thinking business people understand that this is important. What they might not understand is how to put it at acts. That's why you got to buy the book right, and it's easy to read. I've read your previous book, which was awesome. It's right here. Rehumanize your business correct. Thank you. Think I should like pull it over. Wow, put that little product placement in there. Right there, we got there we go. I know, I know, I got two copies because you're nice enough to send it. Very, very important, right, and I think most of the afford thinking business leaders are saying the same thing. We call it in bound, you call it rehumanizing Your Business, but now is the time right, and if you're still doing things the way we did twenty years ago, 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 help you 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 at need any help with anything? Let me know. Ethan and Steve Not to get 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 look forward to sing the book lunch. Thanks so much and really appreciate your time and 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 if it's like when I give my email address, almost nobody reaches out. It's a shocking 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 that give out their cell phone numbers on in conversations like these and they like no one ever calls me it is shocking how few people take advantage of the opportunities that are presented. Thank you for being so available to people. Thanks for sharing all this with us, and if you want to learn more about the book, it'll be up at Bombombcoma book Dan Tires. In it we tell a little bit of the hub spot story, some of it you shared with us here today. Thanks so much. Clear Communication, human connection, higher conversion. These are just some of the benefits of adding video to the messages you'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 accelerate sales 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 deliver a better experience for your customers. Continue Learning the latest strategies and tactics by subscribing right now in your favorite podcast player or visit bombombcom. PODCASTS.

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