Issue 60? Wow. We're now as old as Brad Pitt, and looking just as good. Thanks for your support, friends!
Stop Wasting Money on Ads and Influencers?
Billions are blown by businesses buying ads and influencers because they don't have enough insights into their audiences.
I'm talking about how to fix that in a special live session with AdAge and StatSocial.
"Transform influencer programs and media buying with an audience-first approach" No cost for this.
Have You Been Thinking About Your MarTech Stack?
What trends will dominate Marketing Technology in 2024? I'm joined by two incredibly intelligent B2B Marketers, Lindsay Cordell and Chip House, on 11/17 to talk about:
-The TRUTH about AI
-The TRUTH about whether you need more (or less) software
-The TRUTH about customer experience
RSVP Today (no cost). I'll see you there!
Help Please?
It's time for the Global Gurus voting for 2024. This year, I was one of just two people on this big, blue orb to be named to two lists.
I'd very much appreciate you taking 20 seconds and voting for me again.
Global Gurus Customer Experience
Global Gurus Digital Marketing
Should You Think Like an Introvert?
Hundreds of association executives want to increase engagement among their members.
This was my assignment for a recent keynote presentation. (see them all)
I gave them some specific advice, but my primary counsel I'll share here:
Maybe Your Customers DON'T Want to Engage the Way You Want Them to Engage?
Some of this is generational:
Half of all Millennial B2B buyers want to purchase without any help from a salesperson whatsoever.
My own Gen Z children would rather eat worms than join groups that require going to in-person meetings and networking.
Some of this is technological:
We learned to be facile with Zoom, Slack, online banking, Venmo, Uber and the rest. Is it any wonder that it can be more comfortable clicking buttons from afar versus interacting face-to-face?
Maybe, instead of trying to jam increasingly square pegs into the traditional, round holes of in-person interaction and "engagement" we should consider thinking like an introvert and leaning into the art of leaning away?
I'm starting to see evidence of this trend. Perhaps you are, as well?
My son just moved to New York City. He lives in a giant apartment building. When you move in, you get matched up randomly with 2 roommates. It's a dormitory for single adults.
When I was that age, if you had a problem with a roommate you'd say something about it. Or at least make your passive aggressiveness so obvious, they'd eventually ask you what was wrong.
Not now. In his building, you can use the mobile app (natch) to write up a trouble ticket about your roommate(s), and the building management will contact them via direct message, to intermediate.
I discovered an even more striking example of embracing the introvert to deliver a positive customer experience, in a pizza pub in Colorado.
In the restroom they have a rack of business cards screwed to the wall. Each card reads "If This Restroom Needs Attention, Please Give This Card to Any Employee."
This is genius. Offended customer doesn't have to actually use their words or confront management. They can just casually hand over the business card, and saunter back to their table.
(I just realized the secondary benefit: no verbal communication about yucky bathrooms within earshot of other patrons. I'm now laughing about Matthew Broderick in Ferris Bueller's Day Off)
Some of us need to be around other people. It's the source of our energy. Some don't want to be around other people. It drains their energy.
Most of our world has been tilted toward the desires of the former. Maybe, given that generational attitude shifts and technology advances aren't going back in the bottle, we should swing the pendulum back the other way a bit?
And maybe a growing segment of your customers would love you for it?
Have you seen examples of this trend? Let me know!
The Books Report
What really went wrong with the crypto boom? Turns out, it was a house built of straw from the beginning.
Incredible reporting here from a Bloomberg BusinessWeek reporter doing a deep dive into crypto. If you like business blow-by-blows, you'll love Number Go Up.
(I sheepishly acknowledge I played my own tiny role in this when I had my short-lived Jay coin. Hindsight is 20/20.)
Jay's Faves
How do I bring samples of interesting tequilas (or bourbons, or whatever) with me on a plane, to share with friends?
This is how. The Aged & Ore Bottle Flight gives you four TSA-approved reusable bottles, all snug in one kit the size of a small toiletry bag.
I've been using this for a few weeks, and have already given a couple as gifts. $38 and worth every penny.
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