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Live Show Summary

In the 12th and final episode of the season, Nigel Maine, alongside Liz Maine, co-director of SalesXchange, reflects on the journey of their live show series and sets the stage for discussing B2B strategy for 2024. This episode serves as both a recap of the insights shared throughout the year and a forward-looking guide for businesses aiming to refine their strategies for the coming year. They share their personal and professional evolution, emphasizing the significance of adapting to changes in the business environment and the importance of continuous review and improvement in business practices. They highlight the move away from traditional sales and marketing strategies towards more innovative and effective approaches to engage B2B prospects.

Throughout the episode, Nigel critiques the conventional B2B marketing strategies that have failed to evolve alongside the digital transformation, leading to inefficiencies in lead generation and customer engagement. He argues for a strategic shift towards content-rich engagement and leveraging digital platforms to directly connect with the target market. The discussion includes practical advice on content creation, the importance of updating and promoting educational content, and the necessity for sales and marketing teams to collaborate more closely to achieve business growth. Nigel emphasizes the role of technology and digital media in enabling businesses to reach their total addressable market more effectively.

The episode concludes with a call to action for B2B companies to embrace new strategies that prioritize direct engagement, content marketing, and digital presence. By doing so, businesses can improve their visibility among prospects, enhance lead generation, and ultimately achieve greater sales success. The Nigels' message is clear: businesses must be willing to innovate and adapt their strategies to meet the changing demands of the B2B marketplace.

  • Nigel and Liz reflect on the journey of their live show series and its impact.
  • Discusses the need for B2B businesses to adapt to digital transformation.
  • Critiques traditional marketing strategies for their lack of effectiveness in B2B.
  • Emphasizes the importance of content-rich engagement and direct communication.
  • Advises on updating and promoting educational content to attract prospects.
  • Highlights the necessity for closer collaboration between sales and marketing.
  • Advocates for leveraging technology and digital media to reach target markets.
  • Calls for B2B companies to embrace innovative strategies for 2024 and beyond.

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22 April 2024

How to Master B2B Growth using Digital Selling Techniques

Learn what to do next when it comes to writing more business.  Don't forget to pass it on!

Author

The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it. 

Transcript

Well, here we are. Welcome, welcome, welcome. This is our 12th and final show of the season. And. Wow. I mean, I've got. I've just got to turn this over because I only have that over there because we've got the phone and we've got the phone here. So if anybody wants to text us or any messages up, we can see.

And but fortunately, we don't we don't get many during the at the actual live show. We might get a few today anyway. It depends. It depends. Today's show. What's today's show about? Well, what I want to do, we'll do the kind of the normal format we've done before. I just I just move on to one of the one of the slides.

Here we go.

Say hello to the audience.  Hello, everybody. I'm Liz Maine. Some of you may know me. I am Nigel's wife and co-director of SalesXchange, and I've joined today because this is the last show of this season. And so for those who, like I say, for those of you that don't know me, I'm one of the directors of salesxchange and I'm kind of the the sleeping partner in all of this movie.

And we're married. We're married, obviously. And I look at the names and but yeah, it's I'm very pleased to be here. Our last show of the season. It's been a it's been a great journey, actually. And I think, you know, all up to be honest, I think not just an extraordinarily well managed in all of this on his own and with me cheering him on next door and all of you actually joining us, all the people that have joined us as we've been going live, but also those of you that have joined us after the event.

And we're so delighted that you have taken such an interest in what we've been doing and a number of you have reached out and we're grateful for your comments and your encouragement. So yeah, it's been a really great journey actually. And we've come from been being like 80 degrees outside. It had been like minus seven. Not today, I hasten to add, but know but remnants that we've been here.

But it's not it's nice up here. I mean we we you know we made a decision to it's a move away from the smart move away from London and and look to just change change our environment really but but from kind of from a family personal point of view but also from a business perspective, being central, centrally located in the UK means we it's it's easy to get everywhere.

Yeah you know we're only an hour or so from Manchester so and still only an hour or so from from central London so it's this is pretty good. So I'm quite happy with, with all of that. I mean with the end of year show, I mean really we we wouldn't have got to this point if we hadn't kept reviewing and looking at what we were doing.

And that's I suppose for any business. You've got to you've got to have that expectation, determination whether to look back. If you don't look back, you're just forging ahead, hoping for the best all the time. And what we've seen and what we've who we've spoken to and what we know is a lot of businesses won't or don't do it and they keep making the same mistake mistakes over and over again.

And so what I wanted to do with today's show was to talk about what the strategy is for 2024, what I think your strategy should be for 2024, because my my view is how my mind works anyway. My view is your your tune into life show. If you don't get something straight away, it's like not interested, move on, which is exactly what I would do.

And so the point of this is we are we are coming to same. So the life show is about what we've done in the past, what we what we start again. This show is about strategy for next year, what we did in the past and what we can do in the future. It's not complicated. And the we put this this this information up every time to say, just to confirm if you are new, who we are, what we do, why we do it, what you can do, and so on.

And so it's a pretty a pretty standard explanation. And it identifies exactly who we're looking to speak to. And our target markets are technology center services, because that's what I've sold direct in the past. And speaking to salespeople, not beady eyes, not marketing, speaking to salespeople, going up that that that change, so to speak. So sales, VP of sales, S.R.O., CTO CEOs and so on and board and the board.

And the reason we are going along that path is because having spent a lot of years, a few decades in doing this, I know that the process for new business development is pretty poor and a lot of people are suffering unnecessarily. So that's why that's our focus market. And the shows are basically look to communicate a different method and approach to generating new business that must come before anything else.

You you are salespeople, you can sell. That's, that's what you're trained to do. That's what you do do given half the chance. And that's where the problem occurs. You would sell to anybody and everybody if only you could see them. And your problem is you don't see enough people. Well, that's been that's been said of salespeople for years.

But nowadays you have to wait on marketing. The expectation is that marketing is going to give you the leads. And that's why we've created this, a complete total reworking of everything to do with generating new business before you get in there. So it's not to replace you, it's to do all of that work that you you actually expect it to happen now.

We've done it now we've, we've cracked it with, cracked the code, sussed it all out, whatever you want to call it. But we've, we have a strategy and a plan from start to finish which just blows everything out of the water completely. And so you know, finishing with the we've done the who and the what the when, where wine how is you should change your strategy if you're not getting the levels of business that you want.

We've already told you where we broadcast from and we do a live show to not we could record this not life and say it's life and just stream it. But that wouldn't be true. That would that would be false. And so you probably heard me shout out, we've got a minute to go. And I forgot to put the mute on.

But the point of doing this live is because there's no editing. It's a big deal. Tell someone to go and do a live show is you sit there and do it and talk. You know, this is this is this is not complicated. Yeah, but to say go and shoot a video and then edit it and cut it together and then put the sound and do this, and that's when it starts getting properly complicated and very difficult for people to be able to process having to do that in replacement of something else.

So that's why we do it this way round. And so we come back to here. So that's what we are. What is in terms of communicating with us. You can go if you if you're watching on us, on LinkedIn, you can go to my go to this this, this event. I think at the bottom of the the stream, you can see where you can make comments and so on.

But there's my number four text and you can email as well. And one of the critical things that we put across is that we don't we want you to remain anonymous is really, really key because if you want to find out about something, well, I know that you can read and write and use your phone. So if you want to contact us, you will.

Which people do it your own time. I don't need to know who you are because I know you want to remain anonymous in the same way that I want to remain anonymous. If I go and look at anything which flies in the face of everything that marketing are doing. So we'll come back to that. So our strategy 2024, I'm going to I'm not going to take a long time going over it.

But the point is, is that it needs to be pretty straightforward. So, you know, we've got I'll just put this search just so you can see it and read it more, more easily. You've got this the simple part of this, which is helping prospects learn. And if you don't help your prospects learn how to buy from you, why should they engage with you?

And so so part of this is saying, I have to read this down here. And how do you go about that process of helping them learn? Well, it might seem straightforward, but actually it's not, because it involves changing the information that you have. And so step one is to review and update your content. And the reason you have to review and update your content is because most companies have very short or thin content.

They produce multiple blogs throughout the month and think that that information is sufficient. When you realize what Google do and how Google functions operate, you realize that that's not enough. Google recognized that educational type sticky content needs to be between two and 6000 words long, But as a B2B, you don't need loads of it. You just need enough.

And so that's why it needs to be reviewed. Once you've reviewed your content, you need to get you need to get feedback and it needs to be improved and it can be improved. You know, it could you could look at the structure, you could look at how you presenting, how you're selling on paper, you know, salesmanship in print.

And the bottom line is, and this is the key factor, marketers don't sell. Marketers are admin, they're not salespeople, you are salespeople. You use it in front of the customer. You see the watch their eyes, you close the deals, they don't. And that's the critical problem they are to us. And the way that we look at this marketing, completely unimportant.

They serve no function unless they want to get involved with doing this. But what they've done over the past 20 years not served any company at all. And we'll come on to that bit a bit later. And the next part is promoting your content, not your product. And the reason I say that is because if your prospects want to learn about you before they buy from you, you have to tell them that your content exists in the first place.

And we have a strategy called Social four for four and we're actually put here ten, ten, ten for four, four, four, four adverts four times a day over four weeks and repeat, we've now got ten adverts going up. I'll come back on to that. But it's looking at producing adverts that can be posted and then you can say have a look at our content.

And I also think what you need to account for here with this, promoting the content is that you've got people that you know, you've already got followers on your LinkedIn profile, on your company page, but if you post those posts on strategic, on maybe on your salespeople pages, so you know, you're head of sales and you show sales, people do it automatically so that you're not dependent upon them remembering to post it.

Because I think that's really important, because the thing is, if you've got to remember to post something or share something or like something, people forget, and the algorithm in LinkedIn isn't isn't always and clear, let's put it that way. It's not a very clear algorithm to say this is exactly how it works, or we've certainly not figured it out anyway.

And so if you put it on other people, on your sales people and individual profiles, then you'll get like an exponential growth out of that. So, you know, you can put you can do ten pieces of content, but those four pieces of content will be multiplied by how many people. So if you put it on for people's and for sales people's and profiles, then you'll get I think this will be 16.

But then there's also that. There's also the thing about so we we send out so it goes our mind goes out on yours goes out on consoles on the company page. So that's three. So we've got three that it goes out on if, if your employees or your salespeople or whoever we're talking to right now, if you're up for it and if you're, if you're colleagues are up for it, you can use the same platform as we do, which is called Recover Post.

And we we create multiple graphics, just a picture with some text like a meme and some more text in the description and the link does it. Okay. And we and we post those every day and repeat. Now they go out automatically on our three platforms, our three accounts, and you can have multiple, multiple, multiple accounts that this information will go out on.

And it's automated and you think, well, okay, so what the critical thing is, it's advertising content to help educate. If you're saying his product by the product, by the product by the product, people get fed up of it by the product or learn about how this product can make you fortune, learn how this product can can do X, Y, and Z in your company.

And that's the point. That's that that's kind of the critical thing about all of this is that business owners, they're not stupid. They don't need someone to tell them how to run their business. But if you're communicating with them on the level and saying, Look, we've got this information really useful, we've had great feedback from this, it's helped a lot of people have a rate.

It's already got your contact details on the back of it. You don't pester, phone them up. Say, did you like it? Can I help you? Because they're busy running a company and this is the whole point will come on to some of these points in in a bit. But but getting back to the that the information that sent out you know we've we've we've we've spent time working using stock images and AI and and graphics and video.

So all of these things feed into creating interesting graphics or attractive posts that people will understand. They're actually promoting content, not a product. And it's it's really, really important because you as salespeople, you speak to directors, you speak to decision makers, you speak to CEOs. It just doesn't happen in passing. Just ask your marketing people, when was the last external CEO they spoke to that they weren't employed by?

Just just, just, just just asking. Yeah. Probably never. And that's why there's this critical and fundamental problem within new business development is because marketing are constantly driving a consumer orientated strategy that doesn't work. And that's why you've never got the levels of business and levels of leads and information that you've always wanted. Simple as that. The final part, which is really which is really kind of key, I'll show you on this one the final part there.

Step three is about your database. And if you if you understand this part about your total addressable market, your total addressable market should be of a significant size. And the figures are kind of used in the past is looking at size. So she wants to sell to companies that had, I don't know, 5 million turnover plus there are 3836, 36,000 companies that have 52 to 50 employees.

So between five and 25 million. Okay, you're 8000 companies that have 250 employees or more. So assuming that you within that small that within that 44,000, you could pick out ten, that would be your total addressable market you could sell to. What everybody does is they try and phone them and find out who's who's in the market one by one by using BD, AWS, total and utter waste of time destined for destruction.

And so the point is, is that if you know who your total addressable market is, then you we're starting to work on a numbers game. And if you've been in selling for any length of time, you've heard the people that have been doing it for some while saying it's a numbers game, the more people you see, the more people you see, the more people you're going to sell to.

Well, it's never is. It is. That's never, ever changed. So if you are looking at 10,000 potential businesses around the whole country, it doesn't matter where they are. You want to find people that are actually looking at any given time and a proxy, certainly 1% are looking every week. So that's about 100 people every week out of that home a start their their journey, their buying journey.

I come on to some figures in a bit later, but it's really important to identify that if you if you can communicate to those hundred, you can get them to come and watch a show anonymously, which is what they want. And the point of this is that reaching out to these people is the simplest thing that could ever be done.

You get a 10,000 name database, you email them each week and you say, Come on, watch our show, and you use the same database to put it onto LinkedIn to present banners to the same people. There is no other way, no more effective way of reaching your total addressable market than this way. Every every other way is a finger in the air hoping for the best.

All the other paper clicks in there wait for someone to find your panelist to click on it, to go to a landing page, to fill out a form, so your body acquiring them, a waste of time, everybody knows it. This is the most surefire way that can ever exist. And it doesn't matter what your your your budget could be.

You could have millions of pounds on the bottomless pit of money. It would not be any more effective than doing this because it takes time for people to understand who you are, what you are, and what you can do. They want to get to know, like and trust you. So that's why step three is is critical, because you need to say we're here.

We hear, we hear, we hear. Come to find out about us. We don't need to know who you are. We know that you might be in the market at some stage. Come and watch. And from the the show you can say and details are in the description. Have a look at our website. We've got information there and so on and so on.

If you need anything, let us know. But everything we've provided for you is available and it's open access and that's what people want. I think it demand based. That said, 100% of businesses hate filling out forms because they're they're being forced to reveal themselves. So they'd rather not fill out or fill it out and unsubscribe straightaway and then and you can never get through to me anyway, because I've put the main published number of two of the basis, you'll never be able to contact them.

So there's no point wasting time looking at filling out forms. So so that's that's kind of the strategy and strategy in a nutshell. That's what the website's about. That's what these, these, these life shows have been about. It's about teaching, expose, teaching and showing a different way of being able to do things. When it comes to new business development, you think, okay, well, great.

So over the past, over the course of this year, what what have we learned during the course of this year? And this is this is where it kind of gets quite interesting for us. We we produce 120 adverts first and that was earlier. That was that was at the beginning of the year. Well, it's kind of yeah, but this time last year you started and then we started putting them out and we learned about maternity.

yeah. I was doing my journey and we've got some interesting talks to attend. Yeah, I think they've perfected that now. They haven't got as many fingers. They've got less fingers, but excuse me. So with our, our approach with social four for four we, we did, we started with 120 which meant four adverts every day and then we increased that to ten.

And is that there was a, there was some information that I came across that I thought, well, that makes complete sense. I come to that in a second. And then we so, so we've got social four for four going out and then we've got our emails going out. So we've got 30% open right click through, you know, click through rate of 2%, which is typical.

Nothing, nothing special about that. But then we looked at our website for stats compared to what the averages were. And the time that people spent on site was like three and a half minutes and left. And HubSpot was saying, Well, it's about 157 2 minutes. So the average time spent on yeah. On any site is two less just less than 2 minutes.

So so of all the people. So we've got people that spend obviously much a lot much longer than that. So that was interesting, bearing in mind everything that we've got is open access. So there is, there are no forms whatsoever on our website. So the next thing was LinkedIn. Of course, your most most people follow us on LinkedIn and watch us on LinkedIn.

So between us, you know, we're not I know some people who've got like tens of thousands or hundreds of thousands or whatever of people that they look to connect to on LinkedIn. I don't I don't kind of work that way round. I have to we'll see what happens in the future. But the point is, is that we we are proving something that's very, very, very important to everybody to be in the world.

It's nobody, nobody else doing this. I mean, you know, if anybody else do something like this, please let me know. But I, I spend an inordinate amount of time on the Internet looking to see what's seeing what is is there any competition? And there isn't. And so you look at what's happening with us on LinkedIn just this year.

So the figures you can get the figures on on LinkedIn. So compared this year to last year, 67,000 impressions just from those adverts coming out. Yeah, they're going out now. I'm not that it's automated, but all of the ads linked content and not just content on our website, we also have a significant amount of content that we've put on LinkedIn.

And you must understand this about LinkedIn. LinkedIn is a commercial organization. It's not social service. They're there to make money and they make money by people staying on their platform. And it's called dwell time. So if you think, well, I'm just gonna check a blog on there and tell them to come off LinkedIn and go on to my blog, why would you want to do that?

Why would LinkedIn want you to want anybody to leave their website so clever algorithms go out? Well, we'll let a few go, but we're not going to do a lot. But the flipside is put all your content on LinkedIn, keep people on LinkedIn, LinkedIn, a happy for people to click around within their platform if to think about this, because you can put all your content, you've got loads of content on there and you keep people there.

They don't need to go to your website. Your website is a repository for content. That's it. Don't worry about clicks, get people going through it unless you you're trading from it as different matter. But if you want to educate your your audience you collected so you could see impressions up 3,000% or 2022 engagements up 5,750% on the previous year.

That's that's a lot. Yeah. It's different mice around here. That's a lot. So in terms and so in terms of these live shows, which is what we're endorsing, we're promoting everything else. So we look at the live shows, 11 live shows, nearly 1100 views. And to put that into context, yes, we've got them on LinkedIn, we've got them YouTube and we've got we converted to podcasts.

So the thing is, is that if you have in your company a team of Beady eyes trying to find people who who might be interested, we both know it takes it take that you might get one a week from your beady eyes. Maybe and make 60 calls a day. That's it. Two, 300 calls a week, 300 to 1 shop.

Now you can see why we've got 300, 300 different adverts going out every month. So it's really important to understand that me delivering a live show, you know, camera, camera, some mikes, a little bit of kit that enables me to find my I'm a little bit of kit that enables me to do things like this, put it put this information on the screen.

It's on 100 people a week. How many people have looked at your company in person looking at those percentages? Well, me one person, I've reached 100 people every week. How many of your videos done and this it and we've got turn off thousand. We've got ten off thousand people connected to us on LinkedIn. The numbers the numbers are off the scale.

And I've been doing this long enough. And so when you look at, you know, you look at how many people you might have following, you you might have with your company, there might be 5000, ten, 20, 30, 40,000 if instantly got an audience. And then you've got the marketing on top of your your own kind of business of stuff that we're doing that we're talking about to on top of that.

So it's it's critical to understand the enormity of this and that the tiny, tiny cost involved. And if you go back to this, which is that I'll show you this, this screen here. So we've got this is what I was talking about before with the numbers of touch is how long it takes. 25 years ago, it took one.

It took 30. It's at ten touches for somebody. Somebody in someone to become familiar. And then for that to happen, only one in three go through because of lots of different reasons. Therefore you need 30 messages. 25 years later, it's 30 touches and one in ten get through, which means you need 300 messages. And these all this information is online.

And so you have to consider what's what's your company doing compared to this particular slide. Really, really, really important because you say, well, clearly we're not doing this on a regular and a regular enough basis. Repetition is another part. Geoffrey Land was the guy that that came up with a ten touches, one in three in 30 messages. And in terms of repetition, a guy called Daniel Kahneman, who is here and he wrote this book Thinking Fast and Slow, which explains how through repetition and I'm putting this into into our terms specifically for this through repetition.

Business owners have been made to think that they're doing the right thing when it comes to marketing and using digital and automation through repetition from the marketing martech, big tech companies and because they think that they know what they're doing, that's called thinking fast. Thinking slow is when you are considered and you evaluate what you're going to do and you will analyze results and so on before you make a decision.

And you can see the two things, we're doing it, we're doing it. This is the way we do it. We've always done it this way. We don't have to change. You're not going to change. And so when you start thinking slow and start evaluating it, that's where these things come into into their into their own. So kind of moving on.

You know, the big point of this is that we've when you're looking at communicating to a broad audience, you have to accept it's going to take time. Everyone wants to come in straight away where you can someone want someone in the market, they're ready. They get on with you, they like you and they buy from you straight away.

Happy days. Ring the bell. How often does that happen? Very rarely. Gary Vaynerchuk thinks that it would take a year using LinkedIn and posting on LinkedIn on a regular basis. And at a recent event he was at, he was keynote speaker. Less than 2% of the audience were posting every day on LinkedIn. So the opportunity is there. It will just take some time.

And of course it comes down to repetition and information that you have and so on. So and we also talked about how and it's like this and I don't know what you call it, but he says the number of people that buy books and the number of those people that buy a book and never read it, the number of people that buy a book and read the first few pages and the number of people that buy a book and actually read it from cover to cover.

And so we had this conversation last week. And so I wonder how many of those people in the audience will actually follow through on what Gary Vaynerchuk said and how many of those people understanding how human nature works, how many of those people will actually follow through. So if you have a hundred people in the audience, maybe 75%, that's not going to do anything.

And then you might get 20% of the people will make change and 5%, you know, put inconsistently and then 5% will actually do what they're supposed to do, which is posting regularly and then look at over a period of time how successful those companies would be, because they were they did what Gary Vaynerchuk told them to do because that's human nature.

Yeah. So if you want to be in that top 5% and be the top 5% in your industry, that's what you need to be doing. You need to be doing this consistently, just doing the posting consistently and doing the and there's no reason not to. There's no excuse not to because we do it with Ricker Post and doing regular live streams and doing that consistency consistently.

And and I think that's what people don't do that and maybe because there's such a big churn as well in a lot of marketing departments that the lacks consistency because somebody will come in with what they think is a better idea and and drop other ideas that are actually proving to be so I think this will all a long term ideas I think I think that what we've seen and what we've heard and and so on that I didn't really want it's not not this show but just generally I didn't really expect it or think it was going to be marketing bashing.

But the problem is when you start reading stats, like 52% of the reason that businesses go bust, a marketing related. When you realize that chief marketing officers have a tenure of between nine and 18 months because they don't perform, and what tends to happen is that the bigger the mouth, you know, the more brash the individuals are. I've said, I've done it, I've seen it.

You know, managing director CEOs think like this. This person's going to whip everybody into shape and make it happen. And the problem is, is that big because they don't know any other way of doing things. They've not tried any other way of doing something. It's kind of like being bigoted, isn't it? It's like I'm going to dismiss it and almost ridicule it.

Excuse me, but I've never used it. I've never done it. And so I think that's what one of the problems is that if something doesn't work, change and it comes back to marketing, people are not entrepreneurs, then they're not expected to be you as salespeople. You're expected to be entrepreneurial salespeople to find, you know, find markets, find people that are up for buying from you.

But marketing isn't well, They've got to be entrepreneurial, entrepreneurial about and it's admin job, for crying out loud. It always has been. And I think that, you know, lots of people expect too much from marketing and they take they they don't get it and they get all upset or despondent about it. And it's like and the thing about it is that whilst, you know you know, respect Gary Vaynerchuk, you know, he's, he's got a great following and he's got these various businesses that he does X, Y, Z, you got to scratch the surface to realize he drives B to C, It doesn't drive tech because the strategies that are being recommended by him for what

he's he's good at is consumer sports clubs, food, all these kinds of thing. They're consumer driven, they're not business driven, they're not for B2B talks about B2B, you could say, well, Microsoft's B2B. Yeah, how about B2B to see because it's yes, we know Microsoft products and we use them in our businesses, but look how many people use Microsoft products that are not businesses, millions and millions of millions.

The market's massive. And so when you look at the the the the process, the mindset of a business owner, he's only going to buy something if it can. He can derive or she can derive a return on investment. Is it looking to buy for fund? I never did we never do so there's there's a there's a psychological process as to what you do and what Gary Vaynerchuk didn't say was and this is how you have to do it.

So most people walk out, they going, I just need to put a block on to, you know, chock a block on to LinkedIn every five, you know, every week or every day wasted time because they become a shortfall blocks, because you can't write 2 to 6000 words every time. And it becomes, you know, it's just too much like hard work.

I stop. So you can see that there's this enormous opportunity to go or create a few really great documents or edit or or merge together some of the stuff that you got and create loads of adverts to promote it. People get to see you on a regular basis, read your content, engage with you and all of this, all this stuff, this whole process you're talking about is this You force everyone's seen this before.

I say everyone, I make an assumption here, but you know that the technology adoption curve and so we're the innovators. Yeah, we're the innovators and the early adopters. That's what this is all about. There are millions and millions of businesses, businesses out there just think they know it, too. They've got it all sussed. But I've mentioned this before, 20, 30, 50, 20% capacity in the first year, 30 in the second, 15 the third, and by the 10th year 91% of businesses have gone bust.

It's been like that 15, 20 years. If you've got investment 40%, businesses that get investment go bust, 75 don't achieve their own targets and 95 don't achieve and are a win for the investors. And those figures are from the first lot were from the FTA and the second offer were from Harvard Harvard Business Review. So nothing's changed. But all this focus is on marketing and they letting everybody down.

So I think it's, you know, we kind of get to this point where what what what did we see? What did we what did we learn? What should we do? What shouldn't? I mean, now the some of the some of the things. So I just today say, listen, it's we've got a minute and a half to go and there's some buttons on in front of us here which would me at the microphones.

I really am. I think last week or the week before, I was talking away and my mouth was going, but I hadn't unmute it because I coughed. So there's these kind of technical, technical things. I'm which just it just comes with time and experience and like right at the beginning it was, it was working like, okay, okay, well technology's not done something for me.

You can't get upset about it. You can't get you know, it's even worse. You know, you are really frustrated and you can visibly see someone's really, really embarrassed about it. But this is live. This is what people want to see. They don't want to see some polished act. There's plenty of time for that. It's called a video. Can't do it again, you know, And that's what it's for.

Whereas this is supposed to be, you know, authentic and get it right, have a drink to do whatever. And I think that that's what I want to say about, you know, what do we learn? We titles, titles, not feelings. So what on earth is that about? So the shows that we've done, we look at the thumbnail you do the depict the graphic that goes on that you see on LinkedIn that that that rectangular graphic.

And so we've done titles that have said make money succeed build up you know success or that kind of inference in the in the title they get more traffic than me saying well I this is where I've come from this is this is my background I want to tell you about I want to tell you about my history.

That's really important to me. The people don't know too much. And so you get really, really fewer people watching stuff like that. But it's all part of the mix, though, to be honest. I mean, you've got to be you know, this is where the rubber hits the road. I think doing a live stream, because I think it's all about it's about authenticity.

It's about being it it's not just about being able to reach your audience, but it is about being able to reach them in that authentic way, which means you, they see who you are and and you're talking to them and you're you'd like to have a conversation with them. But sometimes it doesn't quite work that way. But that's that's not to say that it wouldn't work that way.

No. You know, if you got flood of questions coming in. But the point is, is is the authentic side of it and doing it and doing it live. And I mean, we when we first started, when we first got our cameras about five years ago, we were trying to do videos and we have some very hilarious moments that weren't hilarious at the time.

But when we look back and it was like we were on a massive learning curve in terms of how to produce a video. And the thing is, it's specialists that do video, because there's so much more to it than you even can even begin to look at. Have a good batch of we've got with you. But you're looking, you're looking this way, you're looking this way.

And that way. There's there's there's a lot of kit, kit and sliders and cameras and everything else. Very familiar with it now, but we weren't when we first started it, we were on a big learning curve. But I do think it's about and it's about that authenticity. And you know, your customers, you know, the types of people that you're selling to, you know, the types of things that will appeal to them.

And that's really important because you salespeople, you, you kind of get a feel for the types of, you know, the people that you like to sell to, the people that you don't like to sell to, the people that give you feedback, the people that don't, you know, And they're all part of that mix. And so, you know, the titles are important, but then, you know, your your audience, you're going to know what appeals to them.

And one of the things that you can do because of the nature of all of this tech, so you do a live show and you get a certain amount of people watching it, okay, Redo it as in you can re stream the live show and reschedule it and change the title of it. So this so it was recorded live, completely live.

But you re stream it and that's lots of people don't don't don't know that that's that that's the thing you know you watch things you watch things a second time on television. Why not watch a light show again, change the title. The same with your content. You know what I'm saying before about reviewing your content? It's not just look at not talking about punctuation and grammar.

I'm talking about the structure of it. What's it called? What was it called? You're not changing your URL, you're changing the title of the article. Google expects you to do that. The software is designed for you to do that. It will recall you once you do something to the page. And so that's why, you know, we still have to work with certain digital parameters, understand what what has gone on in the past, like paper click paper.

People think our paper clips are pretty straightforward. I've heard horror stories about paper click. Think about this, and this is really important for for how you visualize your business development from a paper click perspective. So what we're not companies that that look at selling to larger organizations, whether it's a billion turnover plus or whatever, but you know, whether it's Fortune 500, Fortune 100 what is irrelevant but just bigger, bigger, bigger companies.

And I did a a an analysis of all of the a certain type of software company, BPM. So for companies that were less than a billion turnover and their average turnover per person per annum was 144 grand. And so looking at the sizes of businesses and what businesses are doing is critical. So then you look at who they want to sell to and not just them but any company.

So we came. It was a few weeks ago I came across a company that was looking to sell to Fortune five hundreds fun. Nothing wrong with that. There's 500 of them and I spending like over over ten grand a month on pay per click. So I have to click as 10,000 people clicking on their adverts every month, every month annually.

Yeah. 120 grand a year. So if you think, okay, your target market, there's 500 companies that you're going after and you get in 10,000 clicks every month and the salespeople are saying, We've got no leads. You have you have to think about what I've just said. Is it critical? You think about what you said. So you you've got a budget, 120 grand, ten grand a month, 10,000 clicks per month, and your target market is 500 companies.

This is impossible. Absolutely impossible. Total utter waste of money. But someone is not getting it or no one's getting it because there's no way 500 companies would make 10,000 clicks every month. And if you looked at the premise that 1% of your total addressable market are looking to buy and every week that means there's a million companies out there, which that figure doesn't make sense either.

Because if you're looking to sell to bigger companies, there's not a million companies out there because you're looking to the fortune 500. So what's happened, of course, this year we've come across lots of these horror stories that are like, there's something really fundamentally wrong going on. And it's almost like people have got blinkers on, they can't see it.

And of course it needs you as salespeople to go, Just wait a second, you've got to stop and think about this. There is something critically wrong with our infrastructure if that's what's going on. And of course you look at when if you go to a click, what are they clicking on? I've got a landing page. A landing page has to go to have a form to fill out.

And from there you're going to get some details. And from there that's going to result in an appointment or direct actual phone call. 10,000 a month. No phone calls. There's something wrong. Yeah. So, I mean, I don't I'm not really going to make this go on too long, because it's our end of your show and we've got a bottle of sparkling there ready to crack over when we finished.

But going live versus video, we said this before what what's better and what we you know, we realize in certain instances it would work, that you could record this preview in advance. So it's not such a we've got 5 minutes to go. 3 minutes to go, 2 minutes, and then you've got the countdown and so on. And that's it.

That's not that's okay for some people. Not okay for others. So you can record it in advance. And we want to. Do you have anything to say on now in terms of because what what we said before, what we what we did before was we we tried different platforms and the the software we used was was a bit scary, wasn't it, that it was just unreliable.

It was really flaky. And the thing is, you can't you know, we've learned from experience that, you know, it's really important that you and you use reliable software and reliable because otherwise that you you don't need that stress and you really don't. And when you're an especially if you're not new, asked whether you knew it or not, you should learn it beforehand.

But but but nevertheless, when you've got software, when you even like this, because we've got different component parts with this set up, the the processing is distributed, which means it's not just reliant on a on a mac. Other components have their own processors, which means that there's a far less load on the on the on on machine. And so you know we went kind of through different iterations of what we what we were doing and I'm just I'm looking at this because I don't want to do not that I can because I'm really shy about talking and I took for England and I think one of the other one of the other points in terms

of the going life in video is just the consistency you see this on on on television. So if you look at if you watch any of the like the one show in the and I'm not saying very, very much the same format on a regular basis and people kind of get used to that. They get used to that format.

I suppose there is only one thing about looking to change it up and that's we'll come onto that in a bit for what we've got planned for next year. But, but it's, it's important that you do have a space. So I've got this space and so I just turn the devices on and I'm ready to stream. Whereas before we had to reorganize a lot of things and you know, we were sharing an office at the time and it, it didn't really work well.

But this is this is great because we've got not bespoke office what's the word, dedicated, dedicated offices. So so that's an important thing whether and whether you have that dedicated office or space at your office or at your home or if not, if you've got like an organization to work for, an organization that has no offices or most people do work from home to.

But there's there's that potential possibility to get a rented office, rent some office space that acts as your studio and have that in. A Yeah, it's made such a difference. I mean, just being able to I mean, it's made a difference to make that after I don't have to decamp somewhere else for the duration of the show. But because it's more than that, because you know, if you to see how much kip there is, it takes up quite a bit of space.

So you really need to I mean, there's the different lights that are really quite covered in the very flat panel stuff box that that that's it's a very nice looking piece of kit and but I just think from from your point of view, you know having a dedicated studio will make all the difference because you won't have to set it up every time you want to do a live show because there's no it it's there's no space about it.

It's not really spontaneous either. So. So yeah, that's what I would say about that. Yeah. I mean I think the, the preparation, I mean I'm looking, I was kind of when you're doing it, you're doing it, but I've got this thing over my head that, that wow. You know, 12, 12 shows, three months and I have kind of have Friday off and start thinking about it on Saturday and Sunday or Monday and and send this out and set this up and do this and do that.

And sometimes you forget to do something as well. But but the point is, is that it gradually becomes second nature and it it takes up time and is it takes one person to do this. So that's all you have to consider. You know, you once, once it is all set up and it is set up here, you're not going to just get two people to sit down and go, Well, it's been an interesting week and it or should we talk about it?

You're not going to do that. You're going to say, Right, well, we'll talk about this. We can have this plan, we can have this scheduled. And that's that's helped a great deal in in in our IT kind of preparation for it and thinking about it. So you finish one show and you because we planned this in advance we we finish the one show one we were already thinking about show two and three and four and what would that be relevant for show two or show three or whatever.

And I think also what has happened is you've built up a bank of a slides. Yeah, yeah. And I mean, you probably have this in your own sales tax anyway that you build up a bank of slides and you can use those slides to talk. You know, I, you know, use those slides as a prompt like Nigel to hear and rather than reading from the slide, he talks about the slide, which obviously is the best sales technique.

We don't death by PowerPoint but you, you've built up a bank of slides. You can talk about because I think what you'll find is that not, you know, people may tune in for a period of time as in they might tune in for the first two or three shows, and then they will have established a in their minds and a relationship with you because they will have been watching you talk and you will have touched on some topics that are interesting.

And then they can they might dip in a little bit further down the line because they're still connected with you on LinkedIn, they're still senior emails. So when something pops in that they they think, that would be really interesting. I'd really like to know how you how they do that and then you can participate. So I think that's what is so good about this.

This, the live streams is because you can join or your prospects can join that when they want to without having to, you know, without it being a webinar. But she saw that person in the top corner with the Cameroon and the terrible audio you know well but that's not the same is the but the thing is we've we've all been on those terrible webinars and they don't look good.

They're not the right you know when you think of the quality of what with what we have here, the quality of this is nothing. I mean, webinars and nothing in comparison to this thing is this is, this is what they call prosumer. But this is this is proper broadcast quality. It's no different whether you're, you know, the camera's bigger, so what?

Not that much bigger. The lens is probably the same. The technology in the switching is the same. So I think what you will be really surprised how much of this set up costs as in how small it is, but it's just that your marketing people don't know about it. I mean, it's and I think what we've also learned over the is, you know, about having your ducks in a row, you know, the conversations that we've had with different people since we started doing shows actually like during the course of this year and the things that have happened during this year, you know, like Google's really helpful not content update Yeah, because that has impacted that's

impacted so many people, so many businesses, whether they're or and content creators, because now Google is saying, well, we don't like your content, so we're not going to promote your content, which means that anything that you're doing, CEO wise is extraordinarily hit and miss. And if Google don't like it, they'll skip over you. The thing is, people have to understand.

That's why you need to promote yourself and not rely on that and not rely on SEO because it will. Only that I think will only increase because Google will be able to recognize with the somethings created by AI and they reject it or whatever. So whilst you can use these tools, you've got to be promoting your own content in your own space and have control over it.

I think that's yeah, that's really what we've learned because earlier on in the year we were checking how many and how many articles were were and indexed on Google and then suddenly it dropped off a cliff and everybody was complaining about it. So, you know, to elevate your your business above your competition and not just above your competition, the people that you don't even know, your competition.

And I know Nigel's touched on this. You know, the B to C of the consumer brand. You're you're competing with these consumer brands and dwell time and well, time to get across your content. You've got to make sure your content is is it's kind of above and beyond. And that's half a dozen paragraph blogs Don't don't it doesn't cut it.

And you look at it with Google and it doesn't cut it with your customers either. You know, you've got to you've got to realize that that they're not looking for you know, I do a lot of research and and I read and I get really cheesed off. I get really cheesed off. And I've gone to the trouble of researching on the website and then I might read the blog and it's like four paragraphs what you're going to learn for four paragraphs.

Yeah, it doesn't, it doesn't help me in what I do. So you've got that part, which is that produce full paragraphs and it's not helped you that produce full paragraphs. And Google has said that that content is not good enough for their customers, not yours, their customers. I mean, that's not you. I'm your customer SO and I'm trying to access this, you know, get information.

But what I just want to be clear about this that if a company produces content and you put it on your website and you want Google to index it before they will display on a search engine page. Search SERPs Search Engine page results. If you want to get on page one, two or three, Google has to index it has to call it and index it.

So it looks at your content before it posts it, before, indexes it and presents it. If your content is not good enough and it's got other content that's as good as or better wants, it needs yours. It's not bothered about your content. They're not running a social service, they're running a profit making organization that wants to influence people, to keep using them as a search engine, and therefore they get repetition through delivering accurate content on a regular basis.

If you've written a four paragraph blog and it's not been indexed, how on earth are you going to communicate to your audience if you're relying on SEO, even when you've got these, come around, go Now we're doing SEO for you. Get out of here. Waste time and money in the same way that pay per click can be. Because who who's clicking on it?

Who's clicking on it? How do you get 10,000 people every month? See, I'm not going to go down that rabbit hole, but doing it this way says you've written your content, you've read it between you, you've you've given it to certain customers or people that could read it for you and tell you what they add or subtract. What did what do they think?

Now you've put put that great piece of content on your website and created 20 adverts, including videos and graphics and so on, and you're promoting that to your specific identified target market that trumps SEO and pay per click and it costs pennies. You have to think about it because everyone just kind of puts their blinkers on. It goes, We'll just leave everything to marketing their marketing, you know what they do and they know they don't know what they're doing.

That's the whole point of this either. I'm really, really daft. And what's this guy telling me? Telling everybody marketing. Don't know what they're doing. Yeah, that's right. Bring them on. Yeah, bring them on. Yeah, we do. We do a complete conference, an online conference. As many marketers as you like. They are damaging your business. And if you if you don't say or do anything, you will fail.

Because nobody's saying you can't sell except marketers, because you see the opportunity to go and do that soapbox off down this domain. So bad content is everywhere. And unless I said before that, the thing is, is that I mentioned earlier on marketers don't get to meet CEOs, they don't get to meet decision makers. Everything they do is hypothetical.

That's a fact. So they don't test, they don't research, they don't ask, what do people think of their content? They're not analyzing the content in conjunction with analytics to see how many people are reading and how far down the page they're actually reading. These are all stats and information you can get from Google Tag Manager. Anybody that knows about Google tag manager knows I'm talking to right saying the right thing.

So what what the content is out there is really pretty bad. And that's why that's why excuse me, sales need to start looking at content. It's not for you to go and write it. Becoming a copywriter is to look at the content and think, Would someone buy something from us if they read that you could be as critical as you like was?

You can be. And I think that there is not an abundance of leads. No company has got an abundance of leads. And this is this is what and I think that I said about step one, about reviewing the content is it has to it has to be. And it is the most important first stage because once you've got that information crystal crystallized and ready, it means you can refer people to it.

It doesn't matter what you do, you can refer people to it every single time. That's the foundation of the business is educational content for prospects and and I think that the overall with the regarding the whole thing to do with live stream what people have been told in the past business owners want their their businesses in lights we all do but it's time to take a different approach to this and say what actually, okay, nobody cares.

The only thing that prospects want to know is can you educate me? Can you show me why I should buy your product and the impact that's going to have? And if you go to some reasonable lengths to teach them and show them they will buy from you, because that's you buy, got to think about it. Ask your CEO if you if you're not a see, ask a CEO.

What was the last thing you bought and why did you buy and how did you buy it? And most of the things are consumer related. What was the last thing the company bought? What did it do? Why did it do it? You have to you have to go through this process because it's just been left to marketing to make all these assumptions.

We just have a quick look at my notes because we are coming in to the next part, which is what we've got planned for next year. And yes, we you know, we've we've talked about content, we've we've talked about chatbots and so on. We we used that. I'm very interested what's happening anyway. I mean, we can say, well, let me go on to the next one here.

I'll get the right one up here. Now, there we go. Take that off graphics and videos behind the scenes or there, all this kind of stuff. This is what we've got. This is what we're planning next year. Social for for, for. We've, we've been using graphics, as I said. But what I don't know is how effective video is doing the same.

So instead of just having graphic adverts, having video adverts, I mean, I started I've done I done a few we've got about 18 different adverts already that are lined up to go out. But I did the first one last week which was using in out. There are thousands, tens, hundreds of thousands of templates available that are for use for Instagram or Facebook.

So using these templates you can create really interesting kind of moving, colorful, sound based videos that are only a few, you know, up to 30 seconds long to promote your content. Here are the pages. This is what it's about. Learn this Do they have a look at this free download? No, no date, blah blah blah blah. So you're actually creating a a moving, talking music based advert to promote your content.

Nobody's doing it. And then because it's you can process these in exactly the same way as your graphic cats and post them every day. I mean, you know, you go back to that that technology curve, who's doing it? I want. So what I want to do is do it first and say, Wow, we've had 12 months of doing it this way.

And and now look at it. Look what we've got now. Because now I don't come across anybody that is actually looking to do research into new business development for Texas and services, because they're all being paid to do their jobs already. Why should they look at research if you paint someone 70 to 150 grand a year, why are they going to research something different if they're getting away with it?

So it's quite something is is kind of the new frontier. The last or the last frontier to to to to get challenged on because then did did this work versus that work. And so on and so on. But we'll find out. We have to find out. And it takes time to get all that together. That's why we're having a break.

We'll get those done and then we'll come back early next year and say, here we are. Have you seen these? This is what we've done. This is what we've got. This is what people people react, responded to. The other thing is, was creating behind the scenes stuff and I think for some people they're not interested. Some people are really interested and there's there's quite a lot of technology in front here that you can't see.

I'm not so sure if we would just keep doing kind of training videos because I think there's there's a bit too much in you need to have to have the system or something set up for yourselves. You need a bit of hands and you do. And I think that it would do workshops and things like that. But, but I think it's probably more out of interest than anything else to say we did this.

So if we go and, you know, when we're doing stuff at other people's offices or setting up a GoPro and just seeing how we go about it and so on, and I think we're going to do that and what we're going to do between now and then is we're going to re stream the, the, the series, these two main series that we did.

So, so we've pick up more prospect people, the people that are interested in looking at this. But of course they're going to watch it in their own time. And like I said, you know, we might get a handful of people that watch us actually live, but we get 100 within a week or so. I mean, that's absolutely spectacular.

And then our guests, I mean, we've got we've got quite a lot of people that we want to we want to include in that in our live streams. And they're all over the world. And because of that, we want to just make this whole process more interesting. Book always kind of constantly saying, well, look, if when I click on this button here, this that that's called allow us that comes up, then you can see that.

And we've got other things can fly in and so on. I can you know, I can I can take that one off and I can I can put that one on there and we've got that lower said appears and so on. And so it's, it's people, all the different things that you can do in terms of delivering a live show because most people's, like you said before, webinars, you know, inviting someone to a webinar and say and I want your insight like measurement if you're going to come and do it.

And it's like, but they want to remain anonymous. I also think it's it's the quality, to be honest. I think the quality is I've never seen a webinar yet that I would say that's a tip top quality, you know, even and you know, external events always that test by PowerPoint. Yeah, I mean, I mean one of the cameras and so on.

One of the things we're going to be doing is, is connecting with other people that have got similar kit. And so in same way that we can do this. So obviously there's Liz and I in that box, but in the other box will be someone else in another country and they will have their own software and so on.

So they can they can do their own thing in that box because they're streaming to us. And so that's when it gets to a point where if your organization is spread over a large geographic area, you can bring everybody together or anybody together in the same show. So, you know, these are the things that we that we want to we want to show you and we hope that you'll come and join us.

You know, we've cos there is so much to do and so much to show. I did, I did this last night. Repeat after me. You really need to talk to Nigel Main. And the thing is, is that there are so many elements to this. It, it is, unless you've worked through it and you have answers to everything. Many people would get caught up as to what to do next or what to say next, or how to put this together.

And I'm offering this out to you to say, get in touch. We can do this exactly as we're doing now, as if it was Zoom. So if it was a Zoom call to your organization, this is exactly what you'd see on the screen. So there's this opportunity of delivering this to anywhere in the world and helping your organization get with the program.

And that's it. Really? Yep. We're good to go. We've got the final one here. Oops. We go to that one there. So you've got Nigel DiCaprio or Leonardo. Leonardo Main. But but the point is here is that we do hope that you have a great next year, a brilliant next year you have an alternative. Now if something that you can think, well, we weren't thinking about that, but we could do this and it literally is pennies is you'd you will cry when you realize how little this costs compared to what you've spent this year on marketing.

It's staggering. It changes everything. It changes all the ratios. And so that's it really. And like it says, there may God bless you and keep you. And if you know, the Bible says, I know I have I know the plan to have for you, declares the Lord plans for welfare and not able to give you a future and a hope today.

So I hope you've enjoyed this particular livestream and the previous 11 and have a great Christmas and a wonderful New Year celebration. I'm sure you will, and we will see you early part of next year for the next Life Show series and we will notify you like we have done so far. So bye bye for now.