B2B Marketing is Ready for an Injection of Humanity - w/ Ryan Alford & Robbie Fitzwater

 Hey guys, what's up? Welcome to the latest edition of the Radical Company podcast. We're back to
 podcast Friday. You never know when you'll be listening to this, but it's Friday here at Radical.
 Things are a little bit loose, but I'm excited to be joined by Robbie Fitzwater again, one of our growth
 marketing strategists, and just all around one of my favorite people, Robbie. You are. It's a dear
 honor to be that great. You're that for me too. But I actually mean that because Robbie,
 you know, being in the marketing business and all that, I feel like we're on the same wavelength
 as it goes with both marketing strategy tactics and just kind of that fuel and energy and hunger
 for knowledge and more and more stuff. So appreciate you coming on again, Robbie. I know we're
 going to be wrapping about a lot of different things in the future, but today we wanted to talk
 about the changing nature of B2B marketing and really how B2B is becoming more human and needs to
 be more human. And the convergence really with how B2B marketing tactics have a great opportunity
 to leverage more of what traditional B2C has been, Robbie, and some excited to kind of get into that
 with you. Yeah, it's a fascinating space. And anybody who has B2B, you generally think stuffy,
 a little bit more buttoned up than you get on a normal consumer-facing marketing, but
 the world's changing and expectations are evolving. You're getting a younger group
 who are taking the role of buyers and organizations. You have people making decisions who've grown up
 with social platforms, social proof, and Amazon as their context for so much. And the expectations
 are different and companies really need to understand how do I use this to my advantage. And how do we
 also make things more efficient on our own teams and save ourselves some time in a lot of ways?
 So I think there's some cool opportunities that people aren't always taking advantage of
 that really could. And unique ways that sales and marketing could once we're all come together
 and be friends. So true. The irony in this for me, and certainly the proliferation of the tools,
 the technology, and the data is enabling some of this thinking and some of this ability.
 But at the end of the day, companies have always been run by people. People work for businesses,
 but people who are consumers, consumers, or business people, is a little bit of irony that we
 haven't gotten here a little faster for the humanity and just the realization that
 Johnny Decision Maker also is on social media. Johnny Decision Maker has kids at home
 that have soccer practice every other day. Johnny or Sally, business decision maker, is buying
 things on Amazon every day. And that's not new. And to think that newsletters and conferences
 were the historic ways to talk to businesses, why we haven't gotten here a little faster,
 I'm not sure, but I think it's important in 2020 that we approach it differently and we counsel
 both our clients that we work with, but in trying to educate the masses here is best the radical
 podcast can, the real opportunity at hand. So I think, and this is going to get super in the
 clouds really fast, I think a lot of it in some ways comes back to kind of the emotion around
 B2B decision decisions altogether. People think a B2B decision is completely matter of fact,
 it's completely objective, it's completely perfect. I don't necessarily think that's the case,
 I don't think any human makes a decision completely objectively. And when you can win their head,
 you also have to win their heart. And I think that's one part that doesn't come into play as much
 with some of these decisions. And I think they kind of undervalue the level of passion that
 that person probably has for that industry. And when I think about this, I think I lean towards
 content. I love content. I love content marketing. But there's no Netflix for IT security
 infrastructure. There's no Netflix for plumbing. There's no Netflix for ABCD industry. But those
 people who are passionate about the work they do, there's probably a desire for good content
 in that vertical that they would engage with. That's right. And if you can provide that,
 even if it's average comparatively to a lot of other businesses that, again, sexy, it's not
 going to be Red Bull like content granted. But if it's adding value and helping them with the
 process of doing their job better, and you can position yourselves in expert and authority,
 then that's really valuable information that you can give them and respect and credibility.
 You can build ahead of time. And like I think we were talking about this ahead, you can save
 your sales team and your organization a lot of time on the tail end. Because if that person
 is being educated through the course of their buyer journey, they're already qualified by the time
 they get to the sales decision. And your sales team knows they can close 80% of their sales as opposed
 to 10% of their sales sales because they have a qualified lead who they don't have to worry about
 hand holding, getting on an early phone call that are never going to convert in the end of the day.
 So there's so much that they can be done with the for the buyer to kind of help them through
 that journey, allow them to go through it themselves and really satisfy their emotional need in a
 lot of ways too. Yeah. And right now, you know, the big companies are starting to get their hands
 around this with hubs and different things for content. But YouTube and LinkedIn search are really
 the only like hubs or destinations for people to really find that type of thing. I'm sure there's
 one off. I'm someone's going to inevitably DM me or text me later that listens to this and go,
 hey, well, you forgot about the symposium of plumbing and I'm sorry, we forgot about that.
 But mainstream and maybe there's a business idea here that we're cracking on or finding here,
 but you know, I mean, allowing yourself to be found if it's published on YouTube, it's indexable.
 And if you're doing yourself justice, you're probably publishing posting that through your blog
 that's hopefully keyword rich. That's going to your identifying keywords you want to focus on are
 problems, problems that common problems that you're solving. And if you solve problem that people
 are searching for, you're going to be answering it right there at the top of the funnel.
 If you can have content through the rest of the funnel that they see, they're going to also enjoy
 that too saying like, hey, I have a, I have an issue. This is my problem. Here's the solution. Here's
 other ways that you can work about go about solving that problem. Here's what you should be looking
 for in the product that does solve that problem. Here's what you should be looking for as a resource
 and a partner in solving that problem. And oh, yeah, we solved that problem for you. Give us a call here.
 And it's, it kind of goes back to, I mean, providing a value before you ask for the transaction.
 And it, I mean, it's a tenant of so much of the business that goes on, but you allow that person
 to go through that journey themselves. And I think the typical B2B funnel, if this were 1982,
 I realize I have a problem. I probably look up a few, I put my yellow pages, I ask, I look up
 a few businesses in that space. And I, I pick one or two of them, I call them, I maybe call two or three
 to see who has the best initial phone call. And then I let them walk me through the process. I don't,
 that doesn't exist anymore. If I have a problem, I search for it. And I start working to solve
 that problem myself now. And I'm halfway through solving that problem through a million,
 a bunch of DIY videos on YouTube where they're generally being created by just individuals
 on their own. Why can't that be done by a brand? Why can't they be the ones taking the risk and
 taking the chance to do that stuff? Because they probably have the experts in house. They've
 seen find ways to package that in a way to bring that expertise into the digital space.
 And the scary thing is, you know, a lot of the B2B companies that I've worked with over the years,
 it's amazing how, how much stuff they're doing. You know, they're doing a lot of stuff. They're doing
 it. Like, there's collateral everywhere. They've kind of got a couple videos and all this.
 But they don't, they're either, they're not optimizing for SEO. They don't have like true digital
 marketing around it. They're not atomizing the content for use across other things. It's just
 like they check the list off. I've got a brochure. I have a flyer. I have a video. We have 30
 million of them depending on how big the, the product is or how big the category of the brand is.
 And they're doing a lot of stuff, but they're not, it's, the left is not talking to the right.
 And that's one of the biggest things within these companies is the side, the larger one B2B
 companies is the silos of the organization. But the real opportunity for them is getting that
 into a hub type environment, getting that in a, in a feed type environment, and then atomizing it,
 sharing it, and then leveraging, you know, what we're doing with some of our clients that wall of
 sound, you know, across mediums because a lot of these companies are sitting on tons of tons of
 data, customer data information. It's like, it's almost like sitting there with the pizza in front
 of you going, I'm hungry. I mean, really? You know, I'm hungry. I need an iPhone to fork. And,
 and some of it, and some of it probably comes down to fear and just not wanting to make a mistake,
 not wanting to try something different and falling your face. But that's the way marketing has been
 done for so long. And so many people tell themselves, hey, that's, that's true. And that, that's true
 over there, but not in my industry. Not in my industry. My industry is different. We've done this
 for years. This is the way things are done. Yes, human relationships and human connections are
 always going to be valuable in a B2B context. But if you can improve your marketing and improve the
 way that they feel about the brand leading up to that human connection, it's probably going to be
 a lot better and a lot more beneficial for your brand as a whole. And then you can do the long term
 play of positioning yourself as an expert in the long run. And then have them as a client for
 the long term because if they have a problem next time they next time they they have an issue
 they're looking to solve. You're going to be the first person on the radar or you're leading them
 down a journey of, hey, the people who have this problem normally do this. Also they, you may see this,
 this and this. And this is how we can help you solve all of those or be ready for all of these
 problems that may also arise later and later on down the road. So it gives you the opportunity to
 kind of hold their hand, walk them through that first time around, but also keep them the second,
 third, fourth and fifth time around because you're adding value, you're providing, providing
 information that's going to be relevant to them. And at the end of the day that, like I said,
 that emotional side, you're giving them the Netflix for plumbers and they're excited about it because
 you get them, you see them as a, not just a prospect, but you see them as a person. And you can,
 you can distribute that through your channels, but you can also give it to your sales team to let
 them distribute through their individual channels and talk to their, talk to their, to their clients,
 their list. And then, yeah, sorry, I may cut this two seconds bit.
 But the, I wouldn't doubt it tangent. I apologize. All good. But the interesting thing to that end,
 back to kind of the purchase funnel for B2B, it used to be that purchase would take place only
 at the bottom of the funnel. And because they've been led through the sales process like you
 talked about earlier. But now, if you're serving up the content and, and letting themselves serve
 their way through the funnel, purchase can happen actually further up the funnel so that everything
 doesn't have to be so, um, sales person pressure focused. And, and if, and what's interesting is,
 okay, I think people may be hearing that nodding, okay, that makes sense. I get that. But what
 you have to do is then you're messaging in your approach from your salespeople has to recognize
 that is happening. And thus, not turn into the shark and know that he's already has someone
 qualified that's been pushing them down the funnel and be reactive to that knowing that that funnel
 has changed, knowing that that person's at a different place in the journey and not having to
 approach and communicate with them in a way that they would before. Yeah, so it does come down
 to a lot of communication. I think that's a huge point because if you're not communicating that
 and they think they need to start from zero, they're going to be wasting, they're going to
 wasting everybody's time. Yeah. If that person's already down the sales funnel to a certain extent,
 if they already know, hey, I know this, this, and this, I am, I feel comfortable and safe,
 which one of these individual products I maybe, maybe need to suggest it on, but I know what
 category I need to be buying it now. I just need some, I just need some handholding in that
 last, that final touch. So I think that's where marketing and sales need to need to find ways to
 get those groups together. Somebody needs to have a pizza party. I don't know what it needs to be,
 but a lot of organizations need to find ways to break down those walls. And I think some ways,
 you could bring the sales team into those to that, that marketing side of the, side of the house
 also. There's probably a great way to humanize your businesses to build that informational content
 with your sales team, with those experts who are helping people with those common questions they
 get. And what if they, I think it'd be a fantastic opportunity for a lot of businesses to take
 their sales team, they created a video series with their sales team, and that somebody goes down
 the buyer journey of using that information to help them find a decision. And then, oh yeah,
 here's the first time they get on a call, they're going to be like, oh, that's Adam, I know Adam,
 you were in those videos. I loved you, I loved you in those videos. And you could put a human face
 to a brand, and you can put a, ideally making influence on that, and, and user. What's your thoughts
 on, I think it's highly related to this discussion. And to me, it's almost the metaphors probably not
 the right word. The change of LinkedIn, what's going on with LinkedIn content, what's going on,
 if anyone's paying attention, I feel like is a prime example of the opportunity and the changing
 space of B to B. And, you know, you see now with LinkedIn, people are posting more regularly,
 obviously, there's definitely this cross of consumer content type objects, I'll call them,
 whether it's videos, whether it's, you know, people are talking more about their kids' soccer
 games on LinkedIn, and, you know, what they had for dinner last night in their favorite TV. And
 where, you know, two, 18 months ago, two years ago, 90% of it was just hard selling, or here's
 what I did today at work, or like, very specific to the business side of things. Download this
 white paper. Oh, God. I got like a little shake, you know, because of how many of those, of those
 in-mails I got. Yeah, yeah, just anybody doing, and using LinkedIn as a channel, please do not
 connect, try and connect, and send a message right away that pitches your business. That's just
 the wrong way to approach it. Yeah, everyone does those still. I mean, I get, I probably get
 15 messages that, you know, connect, ask to connect, and I usually don't turn someone down,
 unless it's just like, you know, Charles in another country, and it's so obvious that he's
 either fake or spam or something. I just, you know, if it's not that, I'll probably connect with you,
 but jeez, Louise, do not message me the same day, but it's usually within an hour, but the same day
 going, hey, we really want to sell you X, and no matter how we're working at agents, we have
 copyurators. I know what you're doing. You can word it however you want, but you're asking for a
 sale. When you don't know me, you haven't done any, you know, any work or earn my, you know,
 respect or trust, anyway. Jeremy Cash, off the soft box. Jeremy Cash, he's a mogul of
 Sandescue, Ohio. I don't necessarily need to know you or have any interest in communicating on LinkedIn,
 but it's a space that's changing really fast. People are spending more time there. It's less of
 that resume, I think in a lot of ways, for so many people, because it was always a stuffy place
 that, oh yeah, my parents are on LinkedIn. Great. It's the stuffy place that nobody spent a lot of
 time on, and now it's becoming a place where you're finding a little bit more rich connections,
 you're finding more information that you're consuming on in a little bit longer form. People are
 going there once or twice a day, as opposed to a once or twice a month, and it's becoming almost
 what Facebook was in the early days, when the algorithm pushes things through a little bit farther,
 it's not so content saturated that it can, content still moves pretty well, and the people are doing
 it well, are making, are doing it, killing on it, because you have this beautiful network you've
 been cultivating over years, and you can suddenly leverage it in a, in a space in a little bit different
 way. And I love one thing, the behavior isn't necessarily set in stone yet, like you haven't had that
 Twitter, Twitter is snarking in a reverent, and like it has a certain behavior. Facebook is
 baby photos and news stories in a certain way. LinkedIn really hasn't had that set behavior yet,
 which makes it kind of a cool opportunity, because it can be a little bit of both, you're going
 to have your more buttoned up professional aspect of things going on, but you can also have the
 human side of things brought to the table that probably makes for a nice impact, and if people
 are spending time there, those are eyeballs that, that's kind of the promise of social media,
 you have those organic eyeballs that you wish you had on Facebook, or wish you still had on Instagram,
 and it's kind of that open field and that blue ocean that people are looking for from the social
 perspective. That's right, and it's funny, you say that, and I think about the last few posts I've
 had, they've been on all different ends of the spectrum, like, you know, one man I'm talking about
 a client, you know, showing it, and it reaches just crazy, like, you know, like 2,000 people
 within a couple of days, and that just, the algorithm alone, if you aren't leveraging LinkedIn right
 now as a business, and I might would even argue as a B2C company, you're missing the boat, because
 I don't know when that algorithm, I don't know when that you hit scale of content, because this is
 all about, you know, they've got an active audience, there's a certain number of content being
 posted, and so they can play the algorithm game. It's a certain point that tips over, and the algorithm
 starts showing less, because there's so much feeding through going through the tube, so much content,
 but it's crazy. Yeah, I don't know, I almost wonder, because I always think about this, and the
 economics of the platform, and I know we're going down the rabbit hole of LinkedIn right here, but
 it's good. I think it's related, though, to the changing landscape of business and B2B. So
 it's owned by Microsoft. Microsoft has multiple streams of revenue. Like, if this were Facebook,
 Facebook sells ads, Facebook makes most of them money from selling ads. They're owned by Microsoft.
 They have a diversified advertising portfolio on their on LinkedIn too, because you have the
 in-mail, which is kind of expensive. You also have the recruiter tool, which is really expensive
 for businesses that can afford it. So you have a diversified pipeline of information coming in,
 and revenue coming in. They don't have to optimize for ads on the platform. They have to optimize
 for content and engagement, but they're not going to be forced to optimize for ads at the speed
 that Facebook or Instagram was. So I think it takes a little bit longer before that algorithm
 hits that tipping point where it's content saturation. And I think people are still
 it's hard to get people on board with it still. I speak in a million classes or
 undergraduate students to undergraduate college. It's like you're never going to be around this
 many people in your life ever again, connect with the people around you, because that's probably
 the most valuable resource you could ever have. That's right. And like what used to be somebody's
 role at X is now you're linked in account. And it's a lot bigger. It's a lot more efficient.
 And if you need to reach through your network, it's a huge opportunity.
 Yeah. And whatever you do, don't DM immediately if you're a salesperson.
 But what you can do if you're a brand, maybe flip it back, you know, tactically for brands and
 business, you know, you need to be telling your stories there. You need to be showing behind this.
 You need to be that both that human side and the business side. The products and services that
 you sell, the information and education of those products and services, but also the humanity
 of your company. Because people are researching you, they go to your website. Yes, they go to
 other sources, YouTube, depending on your business. Maybe Facebook or business is still huge.
 But they're definitely going to LinkedIn, especially on that B2B side. And I think the more robust
 the stories and the depth of those stories that you can tell, it's a perfect place to be leveraging
 that and showing that level of humanity. Yeah, like people process product. I mean, if you can show
 the people that are the people that are making the donuts, the process they're going through,
 it's going to make for a lot more rich relationship in the long run. And I think if a business is smart,
 they can get ideal on board with that and show behind the scenes what's going on, how their
 business functions, what the process looks like when they vet new products. Or even if they're
 having a vendor come visit them. How great is that to position themselves as an expert? We're
 having this vendor come in to visit our business because they want to show our team how their new
 products are run or they want to do a training on these new products they have so they can help educate
 the market. It's there's so many easy things that they could do that just even I am just showing
 what's going on in the day to day doesn't even have to be exciting and sexy just doing it. And
 and that's the space that I truthfully in full transparency. I'm always horrible about it. I don't
 do a better job of it and I need to hold my own feet to the fire a lot better on but it's a way
 that they can probably you can consistently create easy content that isn't going to take moving
 heaven north to to publish. If you're big enough and you're starting you know I would have said
 Facebook two years ago probably like if you're a big enough business and I'm talking B2B right
 now B2B marketing two or three years ago I would have definitely just said your community manager
 your social manager internally focus on Facebook definitely you know have a LinkedIn presence
 but I would have someone it depending on the scale and size I would have someone 100% focus on
 LinkedIn right now from your business standpoint from a recruiting standpoint from telling your
 stories from leveraging your products and services and now I mean there's features coming out like
 LinkedIn live there's so many opportunities that it's becoming that hub it's always kind of been
 there but it's definitely becoming more a hub it was like you said the resume and the connection
 kind of building you know networking of sorts a networking platform and it still is but now it's
 so much more of that hub that you can leverage I'd love to transition Robbie as we kind of maybe
 close out the final 10 minutes or so and before we do we want to shout out to our sponsor LinkedIn
 for this podcast. Yes LinkedIn if you'd like to sponsor the next version of Radical
 Community Podcast you can dial us at 1-800 LinkedIn it all seriousness let's get tactical
 so b to h b to human business to human let's maybe a little lightning round of maybe between the
 two of us four to five tactics that and I'm going to throw it back to you first since I'm talking
 right now you get to be thinking about practicing one we kicked a lot of these around before but maybe
 let's come up with four to five granular tactics for businesses listening for how they can leverage
 and operate and and take advantage of being more human and leveraging some of the b to c
 opportunities that are out there. Work with grab your grab a sales team member and again I sound
 like a broken record so much of the time grab a sales team member get it take it take your phone out
 and ask them what's the question you get asked the most on every phone call what's the question
 you answer on every single phone call record that and use it as use it to upload to youtube
 transcribe that add it as a blog post and that's a great easy piece of content you could possibly use
 if that's a if that's a common question that people are asking make sure it's in the make sure
 it's worded the way that people are asking online use like an answer the public for to make sure
 it's going to be worded in a proper context and maybe give some sub answers of people also ask
 this this and this maybe but take some low-hing fruit humanize your sales team but also use that
 in a way that use that in a way that you can find some benefit for the business and then give
 that to that sales team member and have them distributed to their to their contact list of people
 who are their larger accounts their better accounts they would fit in line with this like take
 the account based marketing approach of really focusing on individual accounts and really hey this
 fits in line with your business I thought of you when we made this and I thought you may you might
 find some value here they're going to be able to again humanize themselves use like use content
 in the way that a business that any other B2C business would and trying to help provide value
 beyond the transaction and then it doesn't take moving heaven and earth either because it's
 pretty low-hing fruit and when it's not perfect it doesn't matter because you're probably going to
 see a positive revenue coming from that really quickly and that sales person is going to hopefully
 get excited about it and on board with it hopefully they can grab more of the sales team to get more
 of them invested in into this easy content that you can build love it so I'm going to go back to
 one of the things we talked about leveraging digital marketing true digital marketing as a B2B
 company so what I mean by that Google Analytics looking setting up the proper tracking codes
 doing all of these things we're leveraging really this we talked about this a little bit earlier
 you know the wall of sound notion because B2B people were just like B2C you can do custom
 audiences based on your prospect lists or your customer lists you can retarget the traffic
 that comes this is like some of the 101 of digital marketing that a B2B company should be using
 and somewhere out there not in their head yet we're doing some of that but you need to be using that
 first party data not to follow them around and scare them but if they're interested in your products
 and service you can be adding value throughout that purchase funnel you can retarget them on Facebook
 LinkedIn like we talked about other areas that are relevant whether that's business
 websites and other things you can be retargeting them or serving up some of the some of the
 cookie crumbs if you call them or bread crumbs of those solutions that Robbie was talking about you
 know a partial clip of a video that's leading them helping them because they've been again
 they're already a partner or they're a prospect for a reason you know they're interested in
 your products and services this isn't selling spandex leggings to you know a big buff guy that
 would never wear them or selling sunglasses to someone that lives in the darkest place on earth
 again this is relevant content at the right time at the right place and leveraging some of that
 101 of digital marketing whether that's SEO whether that's retargeting whether that's
 one-to-one marketing via these channels but really leveraging the building box of traditional
 digital digital media I mean yeah you take it from using using digital marketing to build a
 relationship sales team isn't the only one who can build a relationship suddenly your digital
 team can be the ones that are doing that and if you can walk them through you're going to have
 more trust more authority and it's going to be an easier transition for them to be making and
 one thing I want to come back I don't know I keep thinking about everybody that lives in a
 world where we we use Amazon every day we use products like Amazon we use our expectations are
 set by that that's how we make buying decisions why should B2B be any different think about that
 like we would be making a product decision because everybody makes hundreds of product decisions
 all the time there is like B2B takes a lot more time and effort it it's different but it's
 no different than buying a car you want to be making the right decision you probably need more
 sources of information but you want to be you want to know that you're making the right decision
 at the end of the day for cars you're probably doing more research than just going to a lot and
 letting a letting a salesperson walk you through it because if you are you're probably not doing
 yourself any favors you probably lose yourself a lot a lot of money oh yeah but it's it's using those
 channels in the way that they're most useful and it's what it's what marketers in the B2C space
 are doing every day and it seems natural for them but it's difficult for people to take that
 leaf I think it's some cases on the B2B side that's right a lot of this is just getting out of
 their comfort zone I think you nailed it earlier talking about I don't know if you use these exact
 words but I think the B2B space has been known for being very calculated and quote unquote perfect
 like whatever we put out is this perfect example of the product and it's exactly this and it does
 exactly these four things and like you know the the mundane and just very product focused or
 whatever and I think you've got to break out of that perspective and it's not about putting your
 company a bad light or looking at professional you're the experts otherwise you shouldn't be in
 the business if you're not the expert and you don't know what you're doing then you're just moving
 widgets and and and you're not adding any value and you're gonna somebody's gonna somebody's gonna
 take that place and that's kind of some of this opportunity is to the B2B space it's it's a blue
 ocean it's not it's not consumer cosmetics it's not like we talked about supplements it's not a
 bloody red ocean because you don't have so many competitors and honestly in B2B if if you do it
 okay you're gonna be you're gonna set yourself apart because very few people know what they're doing
 and that's probably gonna change but right now it's the best time to be moving like you could have
 been doing yesterday but right now today's the best time to start something new and trying something
 new so that's probably comes down to doing what a lot of B2C markers doing taking more risks finding
 ways to to use that white space it's still available right now because that's probably gonna go away
 eventually but utilizing a platform like LinkedIn to you to use the platform when it's not necessarily
 oversaturated by content or other behavior and we talked about this finding learning growing
 and experimenting yeah it really comes back to how do they approach marketing how do they approach
 the work they do and can they keep moving that work forward yeah exactly and the last thing I would
 say you know one of the the most common levers to pull is trade shows and experience you know like
 the trade show just they think about the experience that you're delivering your trade show or your
 booth you know make it more human make it more interesting you know like I think it's leveraging
 whether it's you know leveraging the power of social media and doing live streams when that
 becomes available on LinkedIn but I think that's always gonna be a big tactic and a big medium
 the experience side at trade shows and events and networking and those kind of things but I think
 businesses need to really be thinking through how to make that experience more human as well
 I'm we could probably do a whole podcast on this is how do you how do you take that that trade show
 and and make it from a hey you can have this have this here you give me your email you get the
 stress ball make it from this this offer transaction to hey I want to be part of what you guys are
 doing because I think your brain's exciting I think the way you approach this business is exciting
 and I want to be part of this and if you can find ways to get them on board and excited about your
 brain excited about the work you do then you can win win that experience because they're going to
 be walking through and having lots of stress ball transactions but if you can if you can get them
 on board and finding your digital finding you on a digital space without this awkward stuffy
 transaction then you can really win you know and and there's probably there's lots of ways that
 people can do that ahead of time and even finding ways to to prime that trade show beforehand and
 hey why don't we why don't we work on targeting any attendees who may be coming from these
 businesses you can get in the weeds and granular and tactical and targeting people with certain
 job titles in certain industries on LinkedIn to saying hey if you're going to this conference come
 see us here so positioning positioning on the front and using data the way you should
 well I know B2B is a passionate for you it's becoming a bigger niche for radical
 I know we'll have more sessions I know we want to I know we talked about getting down the
 account based marketing and the channel marketing side there's a whole another you know
 rather a whole we can go down yeah these are these are fun honestly it's it's stuff that we live in
 exciting times and and that's one one of the best parts about this is there's still the wild wild
 lots in so much of marketing and B2B is a little bit more so than than the B2C but if you can take
 the learnings we're seeing and people that are doing B2C really well those just apply so well
 and it's it's pretty fun at the end of the day because you get to do stuff that works well and you
 get to make an impact for the businesses you work on totally agree well I hope you enjoyed
 today's episode of the Radical Company podcast you can find us online at Radical.Company yes
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 see you guys later