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
And today's show is slightly different. I'm and I'll show you why in a second place this works. And so what we're planning on doing today is we are going to cover what I missed over the past six weeks. And I say missed. I mean, in a way, what could have been said should have been said, what's happened?
What changes have happened over, you know, in the news and so on. And to explain what we're going to be doing next and then we're going to talk about our FAQs. Now, I'm going to shift over this way because over to my right is my wife, Liz. I let you introduce yourself.
Hi, I'm Liz Maine. I'm Nigel's wife and co-director at salesXchange, and we've been working together on and off for about 20 years and kind of walked every step of this journey with him on the live streaming and marketing. And so and so whilst I work elsewhere for a software company, we've actually kind of developed these ideas over the past probably four and half, five years.
I wouldn’t have it any other way. what I thought I might do just, just as part of this, because it's part, this is a kind of like a review and we're focussed on, working with sales related companies, B2B sales related company, Tech, SaaS and Services. And if you've not followed it, this is your first one that you've met that you've watched. Great.
If you've watched the series or for the people that watch on catch up, if you've watched the series in your on your last one, I salute you. Thank you for staying with us. But to kind of recap what do we do, it’s a bit I suppose salesy but the F.A.B. the features, attributes, benefits and I've kind of got this thing which is like F, A, B, C, FABC, which is features, attributes, benefits and costs.
So features is what it is. And basically we are experts, I would say, in replacing existing sales and marketing strategies to help you generate new business at scale. That's new businesses scale. And what we do is repackage and automate your promotion. I guess it's best way to put it. So we will repackage your content, automate promotion, and then create this infrastructure, this livestreaming infrastructure, so you can reach your total addressable market.
And finally, that the final point of it is looking at I suppose the best way to describe it is adapting your technology so that you can sell at scale but not have to go and meet people face to face all the time. And the point of having this type of technology being able to stream, it's not just streaming onto platforms like LinkedIn Live and Facebook and so on.
It's being able to put on a a very high-quality broadcast to your prospects. And then why would you want to do it well it increases profit profitability? But the figure that we keep kind of harping on about is your turnover per person per annum. And that's what we're looking to increase because the average throughout the UK is about 100 and 110, give or take 100 to ¬£120,000 grand, but worldwide is about $140,000 and that's kind of most of the reasons why, why there is there are problems out there.
So and cost wise if you looking at the final one see it costs a fraction of what you pay at the moment for sales and marketing. But I couldn't give you an exact figure because I don't know what you've got. And so that's something that we can look into and then work out exactly what it needs to be and so on.
And that's it really. So we educate you market. I'm looking at my notes here educate market provide them with an open access website, so no more gated content, you automate your promotion and exposure and then engage at scale worldwide. And that means, I mean, it’s difficult to comprehend for some businesses because if you're used to having BDRs, you're used to the kind of the 1 to 1 dialogue all the time.
But with streaming, you're looking at reaching an enormous audience. It's just unfathomable, almost to a point and unheard of. That's why this is so, so interesting.
So basically what we'll do is just recap on what we've talked about previously. So if you've not been able to join the previous shows that we've done, do go have a look on our website because they're and they all have transcripts as well. But the first show we talked about, the state of the nation, So really where sales and marketing at right now and how it got to that point.
And it doesn't paint the very pretty picture. And so we did a review of that really just to sort of give you the context of why we came to do the live shows in the first place. The second show, we talked about restructuring your content and really why a lot of businesses, whilst they focussed on the written content, really variety is the key because if you don't have the variety, if you don't have the videos, if you don't have the podcast, the live streams as well as the written content, you're potentially missing out on a huge market because not everybody likes to read.
Some people like to listen in their cars and people like to watch in their downtime, but also to allow access to your content without gating it. And this kind of goes against the grain for a lot of marketing people and a lot of salespeople, because you're using that information that you gather from the gated content to call people.
But actually that's not what people want, un-gated content is much more successful at reaching your market than gating content. Show three talked about a little bit more about what was on our website and how we've organised our content in such a way that you can go to the page. We've got a one page content stack page which basically tells you everything that you need to know and it's in stages so you can look at how to write the content, how to do the live stream, how to do video, podcasts and so on, and all that content is there in one page so that you can have access to it all.
It tells you how long the read time is and so on and all the links and which basically tells you in many ways our message and to a certain extent how to buy from us. We also talked about Social 444, which is our social methodology I suppose you would call it yes, automated on social media.
Yes, on social media. And that's perhaps changed slightly, but it talks about Social 444. Show 4, we talked about how to go live and how to reach either hundreds or and or even thousands of prospects using the live stream platform to do that by emailing your total addressable market from a database. You know, if you don't have one or if your database is a bit old and tired, to actually regenerate that with new data and reach your total addressable market with clean information and invite people to watch your show on a regular basis and then show five was about how to convert that show and the show that you've produced into a podcast so
that you can reach even more of your market through the podcast, putting it on the podcast and platforms that are out there. Anchor, Buzzsprout and Apple, Spotify, all of these, all of these platforms. And we also talked about how to take your live show on the road. So go to where your prospects are and produce a live show.
From there, Invite your prospects to your to a certain extent you could call an exhibition, but it's really inviting to an event that you host and run a live show from there. And then finally we talked about how salesXchange, our operations and what we do. So that's a bit of an overview of the show. So like I say, if you've not seen them go over there, check them out and, you know, really informative and really, really good information.
Doesn't matter where you are in your journey, whether you're a new Start-Up or whether you're well on the way. You know, you've got, you know, as Nigel calls it, alphabet funding. It doesn't matter where you are on your journey. There's something for everybody in the live shows.
Cool. Yeah. Actually, I think that’s spot on. At the end of the days about having a plan and people have been doing the same type or engaging the same kind of strategy with marketing for 20 years. If you, if you're looking at the kind of digital stuff and it's not changed, but it doesn't work. Everybody knows it doesn't work.
I mean, unequivocally. It forces a ceiling and nobody seems to be able to get above that ceiling. And so if we're going to recommend something or recommend an alternative, we better make sure we got it nailed down and covered every base. I mean, that's what this has to be about. That's what we've done. That's why there's so much information on website.
It's all open. As I said, it's completely open access website. So, I mean, so today's show, what we going to do? What do we miss and what's happened over the past few weeks and what we've got planned and so on. We're also going to answer questions at the end. So we've got we've had some people messaging and say, okay, so what about this?
What about that? So we'll come on to those in a minute. But in terms of like the I suppose I want this just to kind of flow if that makes sense is if you see the previous ones I've got slides, I've got, I know what I'm saying for each of them I've got some notes in front of me on it stuck to the structure.
So this is, this is a bit of a different format really, but also for you to look at this and think, okay, well you can see we've got a couple of mics. The mics and the quality that we use will lend itself towards being able to convert this to a podcast it, it'll be fine and that's what we want these shows to be about in a way is to show the possibilities what can be done and the level of quality.
I mentioned before, when people have been looking at webinars and webinars, quality is pretty poor or when you’re speaking to salespeople or vice versa. And they're looking down there, they're looking at they're looking at the picture here, they're looking at the screen, but they're not looking up here at the camera. And so it's all about sharing what we're doing.
And so one of the things that that kind of sprung to mind just over the past couple of weeks really is our descriptions, the descriptions that we all use and how relevant they are. And by that I mean demand Gen, Lead Gen, ABM and ABX and digital marketing. What I'm saying is that my understanding, my explanation of those activities are different to other people.
They shouldn't be they're supposed to be the same, but they are different. And that's why we say we've got a lot to say.
You’re never short of anything to say.
But you see what I'm saying is this this is why there's a, well, it's almost like an impasse. Well, what do we do? We've been doing this for however long. We just have to accept it, suck it up and just get on with it.
Or develop a new piece of software to do something more.
On. I mean, the amount of software platforms that are supposedly integrated and supposed to keep the edge. Well, they give the SaaS company the amount of money that you pay in a monthly subscription. But the reality is who do you get to go and see. So that's one of the things about it.
And because of all of that, you know, we've got this this thing about 18 month tenure with CMOs, with senior marketing people, there's a reason for that because the business is on a hopeful, constantly hopeful that they will generate more revenue by taking on someone new and they don't. So they churn that person again and they put them back into the pool and bring a new one out.
And so I think it's a really difficult scenario. And part of the part of the problem in a way, is there are two departments in your company that determine what happens. You’ve got HR and talent manager, talent acquisition, and you’ve got marketing. Talent acquisition, naturally, they recruit, and they recruit people to go do the job based on the job descriptions that they've been given so they go out and find them and bring them in and they ticks all the boxes, they get employed. Talent acquisition and everybody else involved in that process.
are not going to talk about strategy. That person is expected to continue with the strategy that the company gives them and if they say they're going to set the world alight, I mean, I think a shorts tenure I mentioned before was about nine months for CMO. So your talent acquisition person is going to determine who you should employ and they're going to employ them based upon the job description or and or their CV this or the tick, these boxes and so on.
No room here for any mavericks. So that's the first thing. The second thing is marketing. Marketing, then decide who you're going to talk to and how you're going to talk to them. And if you are, if you understand about a SEO starts with everything to do with impressions, more impressions, the more clicks you're going to get. Same with business, the more people you get to speak to, the more likelihood it is that you're going to sell to them.
So therefore, you want to be able to speak to as many, many people as you possibly do at any one given time. But if your exposure is restricted in any way, doesn't matter who by, if it's restricted in any way, then it's going to affect your revenue. And that's the problem. And so I mentioned the software, who bought it, who buys it, who wants who goes down that path.
And it's marketers, it's the directors. It's all the people that have been conditioned to buy into it. This is what you need. You need this. Yeah.
I mean, I you know, I do love a spreadsheet, but I do think there's a certain degree to which companies will deploy software into a company and then just hope that that software is going to do its job without any management, without any oversight or anything like that.
And what I've kind of discovered in my career is that there is a lack of management of that software. And I don't mean the actual physical doing whatever you need to do the software. I mean determining what you actually are getting out of that software, what the return on investment is. Because anything in my mind, anything that you have that is sales or marketing related has to have some kind of return on investment you wouldn't take a salesperson on, for example, are not expected them to perform or measure their performance.
If they don't perform, they go, It's as simple as that. So in my mind, if you are deploying software to either manage your marketing, which will market, outbound calls, whatever it is, that software has to have an ROI attached to it. Preceding that, really you need to have some kind of a business case for the legitimacy of putting that in the first place.
But ultimately it needs an ROI, I mean, if you just look simply at, for example, the whole pay per click scenario, this people don't really understand what I mean. They can't get pay per click because we've all clicked on banners and a lot of people use pay per click for their advertising campaigns. But I don't think people really understand the structure of how pay per click works will use Google because everybody uses Google, but as its structure.
So when you go on a page, the top four adverts are pay per click. The bottom four are also pay per click and the middle eight are organic. So immediately you can see it's split 5050. So for the top four and the bottom are paid for. The stuff in the middle is organic.
So basically if you've got a pay per click campaign going, you need to establish how successful that pay per click campaign has been and you have to do it in various stages. So first of all, you need to know how many clicks you're getting from that banner to your landing page. And bear in mind, all of these statistics are available, but it's how you use them and whether you interrogate Google to get this information.
But it's crucial to understanding the ROI on the particular campaign. So how many clicks you get from the banner to the landing page, you need to know how many clicks that you've got on that landing page, how many of them actually completed the page. So basically back to the bottom of the page and you need to know how many don't complete and how many do complete the page because that will say whether or not the page is attracting people at the top.
And therefore people are reading through and are therefore engaged in your content. You need to know how many people unsubscribe if they've given you their details, because some people will subscribe to get the information and immediately unsubscribe because they might be a competitor. But probably one of the reasons is they don't want to be pestered by your BDRs That's a point, you have to consider that and you need to know how many people complete the document and stay registered so you know how many people keep it and maybe find that document valuable.
And you need to know how many people have completed the page, clicked through and your BDRs have tried to contact but can't get through to them. And I know this from the role that I'm doing right now is that I know people go onto websites, they register, they give the main number, the person the BDR rings, the main number, but that person isn't contactable on the main number because they work from home or they know that the call is going to be answered, you know, there's a gatekeeper that's going to say that person is not available.
So and they're not going to freely give up their mobile number because that's not what people do, right? They don't want to be hassle by bidders. And we're all, you know, this is who we are as human beings. This is who we are as business people. So let's not delude ourselves that our customers are going to be any different, because if you won't give your details, why do you expect your prospects or potential buyers to give them to give you their details?
You know, we don't they don't suddenly become different species just because they're on the landing page.
So then you also need to establish how many you actually make contact with and then how many you get a discovery call from. So you can see that on that journey you're getting lesson. You know, if you started with 100, you might end up actually speaking to maybe two people. If you're lucky. But then the quality of that, you know, how good are they?
And so, you know, it's unsurprising really, that a lot of companies are not that successful with their click campaigns, primarily because either, you know, the content is not good enough, the people don't want to be contacted because they want to remain anonymous and they clicked on it. Your competitors can be clicking on there’s lots of different variables, but ultimately what you need is the data because you need to understand how successful those campaigns are and whether they're worth pursuing.
And even to test it, you know, write a piece of content which will come on to because there's lots of ways of writing content, but, you know, a piece of content that Google says this is a great piece of content. We can index this and we're going to put it on the front page. You know, you can see the competition for that front pages is is significant.
It's serious competition. But if you get on that page, on that first page and people click through because it's not hidden behind a form and it comes through and you've got to know, how successful is that? People want to educate themselves. They don't want to give you inside information just because you've got a document, almost download it a document and think it was accountancy software.
And I gave my details and I was okay with that., I gave them my details, I got the document and I kid, you not it was a word document and it was like one and a half sides of A4. I'm like, really! and this wasn't that long ago. No. And I just think, you know, I'm not saying all content's like that, but but certainly you've really got to think about your buyer and really what your buyers are looking for, but you've got to be able to measure that.
The success of that, you've got to be able to measure everything. Pay per click is just an example. Any software you install, you have to be able to look at that ROI, how successful is it? Because if you as a business, if you're paying 50 grand for this 25 for that, it soon adds up. You know, if you're paying a hundred grand a year for any kind of marketing MarTech or sales-stack, they all tend to be kind of lumped together.
Whatever you're paying, say it's 100,000 a year, you've got to at least make that in gross profit from that mostly.
I think, as a rule-of-thumb in a way, it should be three times.
Well, yeah, but I'm just trying to I'm trying to be generous.
So if it was a salesman and you paid sales ¬£100,000 grand a year, you'd expect them to be doing a million for you. That's what.
I fully expect them to be doing a lot.
And I don't think it's that I don't think rigour in a way when you're looking at software because you think the software is going to be the golden goose. And I think we've done I think we've talked about this about marketing automation. So everybody thought marketing automation software was going to be the golden goose that it will keep delivering and delivering.
Well, clearly it didn't, because then they added on ABM then they added on. What's it called? Reverse IP Look-up.
I was going to mention the company name.
Pressure on that.
Yeah. Yeah. So yeah. So you know you've got and we've got more and more add ons and it's not because the buyers become more and more sophisticated this is a personal opinion. It's not because I think the buyer has become more and more sophisticated. I think the buyer has become more and more discerning.
But I also think it's companies have become more and more desperate and they're constantly looking for that. You know, the next thing that will make it all easy, make it you know, it will make it easier to do a sale, it will make it easier to reach and contact. And it's just that bit out of reach. It just seems to me.
And that's it's almost to say it's by design. I don't know whether that would be right or not. You decide. So think, think about this. So we all want new business, Everybody wants new business and they want it. They want to say, Right, okay, well, how do we go about getting new business? Let's use the Intoweb.
I'm joking. Let's use the Internet. So use pay per click. Start with consumer. I mean, this is the big thing about what we're saying and this is.
Your real hobbyhorse, isn't.
B2B to B2C, We are we are expecting you, our audience. No matter who watches this, we expect you to be in the B2B space. We do not sell jeans, We do not sell clothes or cars or food or Red Bull, nothing which we sell business technology that there is an expectation to make an ROI on what we do.
And we believe and we're communicating to you because we think that's what you do too. Okay. So we real distinction here. However, the marketing industry is driven and educated by people that teach the four pillars. The whole thing about working with your customers and persona marketing everything else that goes with it, because that's what you do when you sell to consumers, because the consumer market, there's nearly 8 billion of them.
the business market, not so many. Just got look in the UK, 75, 80 million people in the UK, 6 million businesses. Yeah. So, so you sell to 70m or you sell to 6m. There’s lot’s pf people selling to the 70m. So that's the first thing. So if the business marketers are educated based upon the strategies being to consumers, well not going to work is it.
Oh it doesn't work does it. Then we've got a bigger problem and on the one hand it's really clever software, on the other hand it's screwing you over. So if you're a consumer, you can buy a pair of Adidas trainers or you look at a pair of Adidas trainers on a shopping site, if you don't buy them there and then it's open season on you.
And that means that any site for a period of time over. Whatever it is whoever you go look at, if they have remarketing AdSense on their platform, you will get to see not just Adidas, but you will get to see other people, other companies advertise and do remarketing to you. Okay, So that's you're a consumer, you’ve bought or looking at trainers, you get other adverts relating to trainers.
So okay, that kind of makes sense. So the thing about that though is that your access to buy those trainers on the Internet is being monitored. Yes, I know there's privacy things with Apple. Yes, I know that’s there, but if you're looking at remarketing, at Google, at Facebook pixel and so on and so on it's open season, it's commercial.
So you're monitored, you get resold to it's your data is registered through remarketing and data lakes which means other people can attempt to sell to you because you didn't buy first time. Okay. So you go, okay so what if you're if it's a business activity kind of engagement transaction, same thing you’re tracked takes a bit step further, though. Not only are you tracked, you're also there's all there's also this thing about reverse IP Look-up
And you go into a website. Not only do you get tracked in terms of remarketing, but you also get tracked in terms of your IP address, which they match up in data lakes to say this visit came from this company and this and these are the likely people in that company that kind of looked at it and this is their telephone number.
So you then got the association integration, whatever you want to call it, with the consumer sites. So this is business, business activity, but that data lake matches up with the consumer activity because you might have bought something from that IP address. And it goes oh look, join them together. Then you get a phone call at the weekend on your mobile.
So it's like, well, it’s no wonder this is a bit of a problem. So I've talked about those two things before, but then you've got your marketing, so you do pay per click, you spend that money, you're spending a pound per click with LinkedIn or whatever. If you've bid for your Google pay per click. So now you're putting adverts out there that people are clicking on.
You hope! There’s two things about this, same as before they click on it. Now, they have now confirmed what they're looking at. You've gone through a, a free browser. You've clicked on this information, you've clicked the Ts & Cs for the browser, whether it's Safari or Google or whoever you use. So your you are making yourself visible every time you go online.
Yes, I know you can use Kaspersky, you can use VPNs on this other. But the main, it doesn't happen. So as a business, you've got to look. You're paying pay per click, you're getting people to click on it. Those people are clicking on it and your data's being sold to someone else. So if you don't get them first time, your data is being used by remarketing and other companies.
So they'll get in there. So if you want to sell X-Y-Z Z software here and your competitors are over there, someone's clicked on yours. Not quite sure. The next one, they go online, they get to see all the competitor's adverts as well. So you wonder why you're not making the money and making it your return on investment with pay per click?
And then you've got zero - zero clicks. This is scary. 65% people that go on to say they put a search in get the result on the page and don't click. 65%, don't click. And of the ones that do click, they might they may or may not click on your banner. But the ones that do click, 27% click first organic and 8% click the second organic.
And it just goes, just falls of a cliff below that. So that's why there's an issue with communicating your message online. It's like, do you really want to spend 20 grand a month pay per click as a business, as a B2B business consumer, very different. Not even not talking about that as a B2B business. Do you really want to do that knowing that you've got It's a bit like reading books.
The analogy of reading book. So you have a bookshop. There are people that buy books, put on a shelf, people that buy books and open them, people buy books, open them, read the first page, buy books, open to read the first page, read the first chapter. And so that that graph goes from starts. From there and drops down really quickly.
Same thing with your pay per click and your online activity for your business and it's across the board. You just have to look at impressions for your given product, your business product. You look at the impressions and that the volume of impressions that happen on a weekly basis or monthly basis and you'll soon see well, it will explain why we're not getting the traffic.
So it is a big problem. I mean, it's knowing that you pay this money and the platforms out there invite everybody else to have a pop at your potential prospects that you're paying for the click for, not good. And so it's it is a constant problem, but it is not unsurmountable insurmountable. And you know, I mean even with like LinkedIn and stuff.
Yeah yeah. I mean I think is just incredible to me or what we’ve discovered over the last couple of weeks is I mean, we all know that LinkedIn is a commercial platform, so don't be under any illusion that LinkedIn is there to serve you because it's just not. It's like Facebook.
It's not there to serve you. It's there to serve itself and to serve its advertisers. So it is a commercial platform that gets its revenue from Banner advertising and subscriptions. So that's the first thing. So bear that in mind when I tell you a little bit more about how LinkedIn works and how you need to use it to your advantage.
And I think what you need to understand is that when you put a post on LinkedIn, what most people do, most businesses will do, they'll put the post on LinkedIn and that post will effectively allow the browser to look at the post, click on it, and then go to your website.
Now, the problem with that is that LinkedIn has now lost you as the as the browser because you've gone off somewhere, you've gone to a website. LinkedIn does not want you to do that because what they want effectively is your dwell time. And dwell time is for all social media platforms. It's not just LinkedIn, it's Facebook it’s Tick Tock and so on and so on.
So basically what LinkedIn want you to do is they want you to stay on LinkedIn and the longer the better. So if you're starting to auto post your content onto LinkedIn, but your posts, send the browser off site, what will happen is LinkedIn will throttle posts. It will stop those posts being presented to your audience. Now, obviously what you want is impressions and you want people to look.
So you want people to see you in their feed, but that doesn't happen. So if you send them offsite, if you send them to your website, LinkedIn will throttle that. So you think, well, what am I going to do? Well, actually, LinkedIn provides you with all that you need on LinkedIn to keep your browsers on or to keep their browsers on LinkedIn, to keep them and people that are your potential buyers on their platform.
So you can post articles, you can promote and you can post images, videos, live stream and you do it all on their platform. You don't send you don't send them off anywhere else. You do all of this on your platform, on the LinkedIn platform. Most of you probably are aware and maybe some of you don't really use the facility that much, but there's the showcase pages and the company pages.
And the thing is, is to all intents and purposes and it sounds like a lot of work and it is to create your linked in your business LinkedIn profile the company pages and have all of your content everything that you want people to look at on those company pages. And then you have the same thing on your website.
If somebody is interested, you do get a link to, some LinkedIn to your website. But to all intents and purposes, if the browser is on LinkedIn, keep them on LinkedIn. You can provide a link to your website, but don't embed that within your content. Don't send them off to LinkedIn for many of your content. Keep them on there because you know, at the end of the day, we are the product.
As far as LinkedIn is concerned, they want to sell their advertising and the subscriptions to the people that are on that platform. And so you've got to keep people on that. And that's I think that's really why a lot of these posts that people say, I don't normally post this book and then you get some big, long sob story.
It’s so cynical of me, I know, but it’s just tiresome. But the thing is, that's why these post got loads and loads of hits because they're not sending them off to a website anywhere. These people are reading that content on that site because they produced it and they've produced that and bit of content and it's sitting on LinkedIn and LinkedIn getting people reading it, you know, 5 minutes or whatever it is.
So having understood this, we're in the process of changing all our content from sending people offsite to our site. They're still keeping them on LinkedIn.
We still we're still doing the auto posting. Yeah, but the point was we saw the traffic go and impressions shoot up like hundreds and thousands of 2,000%. And then over a two month period, it dropped off. I'm thinking why is it doing that? And then we worked out and researched it more and realised the auto posting they would throttle it.
And so now what we're doing, still doing the auto posting, but we're changing all links within the auto posting because I've now taken that content, I've copied it and edited it, but we're taking it off our website and posted on the company pages on it. So now the auto posts are still going out. You click on it takes you to a LinkedIn page, Happy Days.
So yeah, I just think you need to understand the mechanisms of what you're working with. And once you start to understand the mechanisms of what you're working with, I mean, I think we've probably have mentioned or not just probably mentioned this on one of the previous live shows, but one of the shocking things to me, I suppose, because everybody does it when you gate a piece of content on Google, Google can't see you.
So you can't be found through the search engines because it can't look at something that you've hidden behind a form, and it's like, who knew? I mean, because our logic is telling us because Google is saying pay for pay per click, because we want we want you to pay us so that whatever you bid for that pay per click.
But if you put it behind a form, well, we're not going to show that to people that are looking. And I was like, so, you know, this whole thing about the social media platforms and the search engines, they are not really there for your benefit.
The product, but you have to use them to your advantage. So I think you really have to think about that very carefully, you know, in terms of what you're doing on LinkedIn and how you're releasing your content to the market.
Yeah, I mean, even on the company page, LinkedIn have got a lead form on LinkedIn. So obviously.
Oh yes, I forgot about that.
You can put your, of course, put your telephone number on there, your contact details, and that's the whole point. But also there's a lead page ‚How to get started click on it, buy now, whatever, there's a big button on it. So even LinkedIn is saying, look, we've got all this infrastructure for you to use and that becomes your last mile.
But I've seen your post, I’ve seen your showcase information, I've seen your pictures, videos and my streams. I'll give you a call. And I think at the lest we forget, we are all in business to generate more business. We just we don't care where it comes from. Nobody cares where our lead comes from. Nobody cares anything like that. You know, we want people to read our content, as in we the collective, we want everybody to read our content don’t we?
So where it is, is irrelevant, long as it's got our name on it and a contact details on it. If they want to contact us, that's all that matters, isn't it? But instead, what's been going on is people have become precious, Well, I want traffic to the website. I want traffic to my website. Who cares, you're not getting enough traffic anyway, so it's irrelevant.
It's not serving you. You're not doing. If the average is $140,000 grand per person per month, you're not doing $280,000 grand per person per annum. If you were, you're probably not watching this or more but why shouldn't you?
I mean, ultimately it's all about engagement. It's about engaging wherever your prospects are, whether they are looking on Google or whether they're on LinkedIn, wherever they are. It is all about engagement and it's about building up that relationship. And really, I think that's what the key is about this, the whole live streaming, it's about building up that relationship with prospects in a more meaningful and immediate, if you like, spontaneous, authentic way that you just.
Wouldn't get it. They wouldn't know that. And I think I would say clearly they’re married clearly they have. Yeah, but there's this, you don't get this on a formal video.
And you also don't get this on a piece on a piece of written content. I mean, you do get the feel for the business, but this is about authenticity because ultimately as salespeople, you know, it's a no, it's a bit of an old cliche, but people buy people, yeah. And by doing the live stream, which is more economical, that's just one good reason of doing it.
But it's a it's a better way of reaching out to your prospects so that they can get to know you and engage with you and find out about who you are, what you do and be more open, I suppose.
If anybody's ever been networking but it's the know-like-trust and how on earth do you do that? Well, you can only do that through an element of repetition. But it's about know-like-trust and that's why streaming is the most natural way to be able to do that. And I think that and personally that's why I think kind of moving on to a slightly true subject though that's why ChatGPT is so important you go, wait a second, that’s A.I. you talk about know like trust yeah start getting your people to look at ChatGPT and the prompts that are available already on AIPRM which is a
prompt platform that and a plug in that you can put on chrome. It's a chrome extension. You start reading and understanding what the prompts actually say, and to understand the content that you're producing, it's going well, you need to you need to ensure that you follow the E.A.T. categorisation or YMYL. So it was EAT, and then EEAT.
So it's expertise, experience, authority, trust. And YMYL is your money or your life if it’s your money or your life, Google is more critical of how it distributes your content.
Oh yeah, that was to do with like crypto and finance. Yeah.
And health and wellness.
That’s it, that’s it and so and so you've got this thing with EEAT which is expertise, experience, authority and trust, and that's what you've got to be. Everybody everybody's got to be putting across in all of their content. So authority and trust that you kind of look at this bit as being authority. You can see how what we understand, what we know, how we present, what we've got on our website.
And so, you know, trust element with being contactable, visible, available and all the other attributes that go with it. It's not about whether you've got a criminal record, it's about your accessibility as a company. I mean, how many websites have you been on, that you can't find a telephone number. That's what it's talking about.
I always get cheesed off when I can find an About Us page or the About Us page doesn't give me any pictures of people that I'm working for that would have to.
The About Us page, people end up writing about the company and it's no, tell them who you are? Yeah.
Give me pictures.
Yeah people buy people and they've always that's always been case. It's never, ever, ever changed.
Tell me what they do as a hobby. Yeah And that's - cycled up Kilimanjaro or something so I’m always Impressed.
Yes, I was impressed with him as well. Yes but this is the point, is it's about saying right. Is that kind of right? If we do if we do damage to time and time out, what is marketing, sales and marketing stuff? This is not this is nonsense. It's not it's not working. Why isn't it working? Nobody's asking the question, what's not working?
And the fact that it's not working and your revenue's down or not hitting the figures that you need or want, why is it doing it and what can we do to put it right? You think about it, I'm not use your company, because I'm sure the people in your company are great, but other companies, teams of people doing the same thing over and over and over again and nobody stop to think, you know what doesn't really work very well, does it?
Nobody said it. They’re bigging up what they're doing. Saying I'm such a specialist at this. I think that sounded contemptuous.
It was a little.
Yeah. but because I'm on the side of the business owner. Okay. And you got to stop these people from doing this.
But I also think, you know, looking at ChatGPT, I mean, the number of videos that you've watched and the way, even just in the last, even just while we've been doing these live shows where we've gone from, from ChatGPT to I mean, Nigel did a lot of the images that you see on our content through and using Mid Journey, which was to produce the images and absolutely hilarious to begin with, you know, like people with like ten fingers on one hand and all of that kind of thing.
They were very something was very funny. But we did things like Orcs with the ‘Royal We’ and Nigel did things like Orcs and Stormtroopers and Star Wars and that kind of thing. And but even where Chat GPT was when we first started this series to where it is now, and I think it's really important to think to think about ChatGPT in its application because yes, it's artificial intelligence, but basically it's just aggregating all of that information that it's found out there on the Internet that was already written by humans.
So I think and it's just gathered all that information and is able to represent you with better written content and quicker, quicker is always a bonus. But I think, you know, it's come a long way. You know, it's even come a long way in the last few weeks. And I think that's why some of the other more corporate types of platforms like the Microsoft’s and the whatever said, oh, hang on a minute, we need to catch up here.
You’re streaking ahead of us.
Well, what I saw yesterday. I think it was Musk and Wozniacki.
And yeah, I could say the corporate.
But not Microsoft. It’s got $10 billion in it.
Oh, yeah. But you know what I mean? I mean, basically.
Said, oh, we need to slow down, slow down on this, because, you know, we don't know the the human implications of all this stuff to do with that. We feel like with AI and so on and so on. And we haven't really evaluated this. And I can imagine OpenAI which is the company going, is that right?
Oh, let's just put everything on hold.
Let's just slow down just for you.
Just for you. So you can go catch up. I don't think so. I think the thing is, if you look at it so it's ChatGPT and the wolf Wolfram I think it's called and all apps and maps, integrations that you can get with, ChatGPT, you, you know, if you wanted to as a consumer you can, you can say, I feel hungry.
I would like a 6000-calorie meal and ChatGPT would say, would you like me to book you a restaurant? Do you want me to have it delivered? Would you want to cook it yourself? I mean, amazing. It's great. How's Business going to use it. The business is not going to relinquish its bank account to, A.I. to say, run the company, make the decisions you want to make.
It's just not going to do it. Yes, you can write content quicker and more effectively than anything else, but is still that part of it still boils down to somebody has to read it. So you can't get two A.I. talking to each other. Two companies. I've evaluated our company here. We need to buy X, Y and Z. We'll get a loan to do that and we'll buy this half million software to make this happen.
Yeah, well, it's just not going to happen because you then need you will then need people to implement that. Oh, would you say get more A.I. or just sack everybody just likes to talk to each other and exchange money. It's not going to happen. Yeah, and I think that and that the whole thing, when it comes to where we're at with this, just from our point of view, is content creation.
This ability to better understand how we need to communicate to people I think it is essential. I mean, even looking at, I'm just looking at my notes and I said this previously, in spite of all the digital that's out there still doing, SEO, you know, still cold calling, we're doing that 70 years ago, cold calling still doing it now, still being talked about as a viable methodology to generate new business, even though it's 300 to 1, 400 to 1.
Of finding someone that might be interested, and every single person can't stand getting or receiving a phone call and the average turnover per person problems are 145 because all of the activities are delegated to a certain number of people, which means you can turn over a certain amount of revenue, but you still need all these other people. It's almost like it's not dark ages, but you know what I mean?
You’ve got to just too many people. But the bottom line is that your ability of reaching people is hampered because you do it 1 to 1. So because everybody is doing it 1 to 1. Oh, you could, but you could I guess you could say, well, if nobody else is going down this route, . What you could say is we can kind of tick over.
Yeah that's right. That's why you've got the Rogers technology curve. You've got innovators, early adopters, early majority lately authority and laggards That's why it exists and is only 15% that are the exciting bit, whatever it is and right at the beginning. So now everybody's going to do this, which is great, great for you. But it's but the point is, is that I have with all this information, all this data, all these advances that we've had, we still get 500,000 companies start in the UK and 500,000 businesses fail every year in the UK.
You still got that that failure rate that it's 20% in the first, 30% in the second, 50% by the third, and by the year ten 91% businesses go bust. So says the Financial Times, I believe them. And then Harvard Business Review say, and 40% of businesses that get investment go bust doesn’t matter who they are, we're not talking just Start-ups, 40% of businesses that get investment go bust. 75% don't reach their own targets and 95% don't make an ROI for the investor.
But then the investors knew that anyway. That's why, that's why they want their the unicorns. But if you look at the whatever any companies doing is the average around the world is hundred and $140,000 grand. Whatever you're doing, you're either above or below. But even if they were there, a couple of companies like Appian and Pegasystems is it would be companies in the BPM space.
And I think when I did my calculations, Pegasystems were $190,000 grand per person per annum and Appian were $200, $210 something I think Kofax $250,000. I think some of the if you get the software press and what have you on a daily basis like I do, you realise that they're not as profitable as everybody would think they would be even though they aren't doing like two hundred grand per person per annum because their salaries that are required are that much higher.
Plus they've got obviously carrying lots of debt and so on. So it's that awareness that there's something not quite right with this, but there's also equally there's something that can be done right that that can be changed. So so that's pretty much in that respect. It's a overall it's interesting another reason so it's interesting since doing this, our traffic is increased by 300%.
I mean, we're busy, you know, we do consultancy anyway, but 300%, I'm quite comfortable with that and I don't know well, I haven't finished yet and that's the point. I haven't finished and when you think about 300% increase in traffic and so whatever traffic, you're getting increased by 3%, that's what you're going to change your revenue by.
Not that you're going to change your income by 300%, but if you increase it pro-rata, then you go on as a starting point and so in terms of, you know, what you've got to do, well, you just want to get started, review what you've got. You have to review what you've got and compare it to what we've done.
Yeah, So it's not complicated. And then the second part is you create a plan to rework your existing content to deliver what prospects want take off the forms and un-gate everything. I mean, everything makes me so I listen to some of the other day and I went, Oh yeah, we don't get everything. Just certain important documents. Okay, I like that's supposed to impress anybody.
It's like, so the really good stuff you're going to hide. The crappy stuff you don't really care about. It's just. And then finally, when it gets to this writing stuff, you know, with content you can find people. But this people by the hour there's FIVERR there's whoever but you can get these people to write your scripts, write your content, rewrite your content.
You know we've got templates, we showed you templates and guides and stuff like that on website about templates that we've got to say, make it conform to this. You’ll rank on Google, so what? But it means it will engage your prospects. The people that read it will go, I like this. And the reason you know, they'll probably like it is because it got ranked on Google.
But don't worry about where it is because getting onto page one is can be a bit of a task. I hasten to say that most of our stuff gets to about page one, but so, you know, it's not it's no big deal. So where are we up to? Where are we up to?
Well, we've actually had a few questions and over the last few weeks. So I think we've just you can answer these questions.
Going in and then these lovely people that are watching us can.
Know, you know, I had to go stop.
12 at 1:00.
So. Okay. And we had the question in from Adam in Birmingham, and he said, can we start livestreaming while we're in the process of working on our content.
If yes and no? And the reason I say yes and no is if you're going to review your content, great. But to start life streaming takes time, but not what you think. You have to tell people what you're doing and you have to tell them again and again and again and again. That's the point of this, it’s repetition.
That's what keeps working. So yes, you can, whilst you're doing your content. But if you look at the logic of this, you want to get your content correct, correct. In the first place. Then you start your automation to get people to go to look and read the content at which time your messaging, your total addressable market to say we're doing a live show is coming, is coming, is coming, and you going to do that about two months before you do the life show.
So it's only eight weeks. There's only eight emails and preferably three months beforehand, one week, just 12 emails. They get It's coming, it's coming, it's coming. Then you've got the adverts that go onto LinkedIn and the adverts that go on to any other social platforms that use. So you can do it, but you've got to look at the overall timescale, you want to build people up to this.
And so they're kind of going, okay, great, this is interesting, let's see what they've got to say. I'm looking forward to this because going back to the point, your total addressable market in the UK. If you've watched the previous ones, you know what I'm about to say. You're in the UK, if you if you're selling to larger, slightly larger companies, say 50 employees and above, there are 44,000 companies that have 50 employees in about take 10,000 of them as your total addressable market, 1% to 15% of your total addressable market are looking to start.
Their buying journey every week. So that means 100 people could be watching you every week. So you need to tell those people what you're going to do and you do that through emailing them and putting banner adverts on LinkedIn so you're able to reach your total addressable and get them to come and watch you so you can stream.
I mean, where’s my phone, you could stream straight away from your mobile, but you wouldn't because who's going to watch it? So it's just about, it's just about planning.
Okay. Yeah. Okay. So the next one is a related question. This is from Angela from Shoreditch, she said, Can you work with our existing marketing team on our content?
Yeah, I think the answer is a resounding yes. And I've been a bit harsh on marketers, but the thing is, is that who's to blame? Is anyone to blame? No, no. If everybody's been trained in a certain way, what are they going to do anything differently? And that's why, yes, we would work with you and we look to - teach a man to fish - if that’s the analogy.
That's what we would do is show you what you need to do, enable you to be able to review it, make sure that you do have all the parameters in place. So this isn't about ‘shed-loads’ of money. This is about understanding what search console does, how it works, how analytics is going to work for you, and making sure that you've got the right templates to review and do your content and do what needs to be done.
So yeah, we would help you do that as part of our workshops.
Okay. And then we've got a question from Peter in London that said, would salesXchange be able to help us to recruit the talent we need to make the livestreaming happen?
If Yeah, one of the things that I found really unusual is this this became I mentioned before being in business long time realised there was a problem. The problem became something that was interesting. Something interesting ended up becoming a mission. And now we want to change sales, marketing everywhere. But what is the most exciting thing about this is that there are film and television colleges who recruit or rather who train up people in camera craft and broadcasting craft and there are only a finite number of jobs if you look at it that way around in in television and film, everyone wants to get into it.
So whilst they're waiting per say or offering people these guys jobs, that there are hundreds and hundreds and hundreds of people are looking to work in broadcasting, whether it's streaming, because streaming has changed quite significantly and through to just doing videos. So yeah, we would help you recruit these people. There are even websites out there that have people on it who want to work for free.
Not that I would advocate that they want to work because they want to get and work on their put in their portfolio on their CV and they're prepared to work for free to be able to do that. But yeah, we would help identify them and be able to hand it over to them so we would identify the job description, give it to you so that you can manage them.
It's not for you to do all this work, but it's so that you can manage them effectively so okay.
That's it. Really?
I think so. I think that some we've come to the end. We come to the end. I mean, one of the before we kind of get onto the final, final bit, which I just want to touch on what we've got planned. Three kind of main things. The next thing we're going to do is going to go green. No, not anything to do with I'm going to say something.
Don't say anything and politically.
Okay, we're going to go green. So what we're going to do is set it we're going to set up a virtual studio. You may have seen the news clips. That was just one camera, one background and so on. This is setting up multiple cameras with different camera angles in the background so you can have multiple studio in any size room.
And it's this is the type of technology that Sky News uses. So we'll be setting that up and doing a behind the scenes how to do it, how to get it set up and so on. So that's, that's, that's the first thing. And, and the other thing that we're going to do is do a live demonstration on using streaming bridges.
Work with me... streaming bridges working with Zoom. And so I mentioned in previous show about isolating Zoom a zoom call, We have multiple cameras and you're able to bring the Zoom calls in as if they were multiple cameras, which means you're able to do and deliver exactly what they show on the news with multiple people in different locations of putting into a real world scenario.
You may have a sales director of one country, a salesperson in another country, and someone is looking to buy something in another country. You can have three-way streaming structure or any permutation that you want if it was looking to stream internally, because bearing in mind you don't have to stream publicly, you can still stream privately. So it could be if you're looking at the a typical ABM scenario.
So you do want to communicate to everybody. You can have one, two, three, four people within your company communicating to the board of directors and senior people, whoever they are in all the other companies, but do it professionally. Don't do, you know, looking down and, you know, not looking at the camera, that type of thing. So that's what we've got lined up and I think that that would be quite exciting, I will tell you well in advance.
And like as always, if you're not able to attend, then watch on catch up. And so on. That's it, great. And it's so it's good bye from me.
And it's good bye for me.
All right. Well, thanks for joining us and I hope you got something out of this and out of the series and we'll catch up with you in the near future. Bye for Now bye.