MMS E#100 - The LinkedIn Playbook - Celebrating 100 Episodes with Daniel Disney

[00:00:01] [SPEAKER_00]: Welcome to Mastering Modern Selling, relationships, social and AI in the buyer-centric age.

[00:00:08] [SPEAKER_00]: Join host Brandon Lee, founder of Fist Bump, alongside Microsoft's number one social seller

[00:00:13] [SPEAKER_00]: Carson V Heady and Tom Burton, author of The Revenue Zone and co-founder of Leet Smart,

[00:00:19] [SPEAKER_00]: as we explore the strategies and stories behind successful executives and sales professionals.

[00:00:25] [SPEAKER_00]: Dive into business growth, personal development and the pursuit of excellence with industry

[00:00:29] [SPEAKER_00]: leaders. Whether you're a seasoned executive or an aspiring leader, this podcast is your

[00:00:35] [SPEAKER_00]: backstage pass to today's business landscape. This is Mastering Modern Selling, brought to

[00:00:40] [SPEAKER_00]: you by Fist Bump.

[00:00:50] [SPEAKER_03]: Alright, we made it. Episode 100 Mastering Modern Selling. Welcome everybody.

[00:00:56] [SPEAKER_03]: Yeah, 100. Woohoo!

[00:00:59] [SPEAKER_03]: You know what I realize is 100 really means two years. We've been doing this stuff.

[00:01:04] [SPEAKER_03]: About dad, yeah.

[00:01:04] [SPEAKER_03]: Yeah.

[00:01:05] [SPEAKER_03]: So, yeah.

[00:01:07] [SPEAKER_03]: Anyway.

[00:01:08] [SPEAKER_04]: We should be a lot more excited than this. We're like shows home and it's 100 episodes.

[00:01:12] [SPEAKER_04]: I mean how many podcasts and shows hit 100 episodes?

[00:01:15] [SPEAKER_06]: We're saving the energy for the show.

[00:01:18] [SPEAKER_06]: That's right.

[00:01:18] [SPEAKER_06]: Got it. Got it. I'll celebrate after. I mean we had that one episode where we tried

[00:01:24] [SPEAKER_06]: to get out of the gates and sputtered so I'll celebrate after we wrap 100.

[00:01:29] [SPEAKER_04]: Let's do it. Let's do it. Alright Tom, kick us off.

[00:01:32] [SPEAKER_03]: Alright. Welcome everybody to Episode 100. You know, hey I wanted to touch on one thing

[00:01:39] [SPEAKER_03]: before we get to go in here. You know, we've been sponsored by Brandon Fist Bump for at

[00:01:45] [SPEAKER_03]: least the last year or so and I want to thank Fist Bump and their team for helping

[00:01:49] [SPEAKER_03]: with all the production and making all this happen because there's a lot of things

[00:01:52] [SPEAKER_03]: that go on behind the scenes that and Brandon just committed to a whole bunch

[00:01:57] [SPEAKER_03]: of other work that he's going to be doing going forward. So I really want to thank

[00:02:01] [SPEAKER_03]: the Fist Bump team for that.

[00:02:05] [SPEAKER_04]: I don't want you have access to my task list. Do you guys put things on my task list?

[00:02:10] [SPEAKER_04]: I don't want there on there. But Tom, before you move on can I do just also a shout out

[00:02:15] [SPEAKER_04]: to Dore who does an amazing job coordinating our guests and sending

[00:02:19] [SPEAKER_04]: out the emails and she coordinates with our team of creating the shorts

[00:02:23] [SPEAKER_04]: that we send to all of our guests afterwards so they have access to video clips

[00:02:28] [SPEAKER_04]: of them on the show and she does an amazing job of hurting us like probably a lot

[00:02:34] [SPEAKER_04]: like hurting cats but she does an amazing job so Dore I know you're listening.

[00:02:37] [SPEAKER_04]: Thank you so much. You're awesome.

[00:02:39] [SPEAKER_06]: I second that emotion. I just look for her emails and then I know I won't be lost so.

[00:02:44] [SPEAKER_03]: Hey, Bob just jumped in. I also want to give a shout out to Bob. I think he has been our most

[00:02:50] [SPEAKER_03]: valuable auditing member over the last 100.

[00:02:54] [SPEAKER_03]: Hey Bob.

[00:02:57] [SPEAKER_04]: Hello, ha.

[00:02:58] [SPEAKER_06]: You get some awards like the Dundee awards.

[00:03:02] [SPEAKER_03]: So while we're giving awards, Christy you have been our most valuable guest host.

[00:03:07] [SPEAKER_03]: Thank you. I loved it.

[00:03:09] [SPEAKER_03]: Yeah so you've been on a few times now so welcome again on our 100 and Daniel Disney who was our

[00:03:17] [SPEAKER_03]: guest on episode 50 every 50 whether we need it or not is back so welcome.

[00:03:22] [SPEAKER_06]: Daniel we're going to need you to commit to episode 150.

[00:03:25] [SPEAKER_01]: I'll see you in a year's time. That's fine.

[00:03:29] [SPEAKER_03]: There we are.

[00:03:30] [SPEAKER_03]: All right there we are so and thanks Butch. Butch has also been one of our best

[00:03:35] [SPEAKER_03]: best audience members so.

[00:03:37] [SPEAKER_06]: He was one of the only ones that ever laughed when we used to do the dad joke challenge so.

[00:03:42] [SPEAKER_03]: That's right. That's right. He's bummed that we gave that up.

[00:03:46] [SPEAKER_03]: All right so let's kick things off. Christy I know you have some exciting news.

[00:03:51] [SPEAKER_03]: Let's talk about that first and then let's get into

[00:03:55] [SPEAKER_03]: hearing some amazing stuff from Daniel on what's been going on in the last 50 episodes or so.

[00:04:00] [SPEAKER_02]: Yes thank you so much Tom.

[00:04:02] [SPEAKER_02]: You guys know that I've been working hard to get my book to market and yesterday was launched day

[00:04:07] [SPEAKER_02]: of selling your way in. Thank you.

[00:04:10] [SPEAKER_02]: Great.

[00:04:11] [SPEAKER_02]: Yay. Thank you.

[00:04:14] [SPEAKER_02]: Yep so sold out on Amazon by 9am so never fear there are plenty of other retailers that still

[00:04:19] [SPEAKER_02]: have copies available so Barnes and Noble target books a million indie bookstores go down go down

[00:04:26] [SPEAKER_02]: the street to your indie bookstore support your indies as well so lots of great opportunities to

[00:04:31] [SPEAKER_02]: still get the book while Amazon is getting their order back in so yes it was it's been

[00:04:37] [SPEAKER_02]: calling it launch week so but yesterday was super fun like way more fun than I thought it was

[00:04:41] [SPEAKER_02]: going to be even after they ran out.

[00:04:45] [SPEAKER_04]: Congratulations.

[00:04:46] [SPEAKER_04]: Congratulations.

[00:04:47] [SPEAKER_04]: Congratulations.

[00:04:47] [SPEAKER_04]: Congratulations.

[00:04:48] [SPEAKER_04]: Congratulations.

[00:04:48] [SPEAKER_02]: Thank you.

[00:04:49] [SPEAKER_06]: Thank you.

[00:04:49] [SPEAKER_06]: More work by our mutual friend Mike Weinberg also a prior guest of Mastery Modern Selling so

[00:04:55] [SPEAKER_06]: all in the family.

[00:04:56] [SPEAKER_02]: Yes lots of text messages and calls from him yesterday there was lots of love and support

[00:05:00] [SPEAKER_02]: so and he's been amazing.

[00:05:02] [SPEAKER_03]: Christie for those who don't know just in quick 15 seconds or so what's the primary

[00:05:07] [SPEAKER_03]: punchline of the book what does it cover?

[00:05:10] [SPEAKER_03]: Yeah I can't say.

[00:05:11] [SPEAKER_02]: Yeah I'm calling it a personal development book for sales professionals so it's really not a how to

[00:05:17] [SPEAKER_02]: there are plenty of people out there that are going to teach you about how to do a discovery

[00:05:21] [SPEAKER_02]: and outbound prospecting and social selling which we're going to talk to Daniel about in a minute

[00:05:25] [SPEAKER_02]: and negotiation so I really wanted people to be able to get to the top 10% in their industry

[00:05:31] [SPEAKER_02]: and their company and so I want them to better understand how to choose the right sales role

[00:05:38] [SPEAKER_02]: that fits their sales superpowers their desire to be rewarded how they want to be led

[00:05:44] [SPEAKER_02]: and managed so it really is a personal development book it has a companion workbook and I do

[00:05:50] [SPEAKER_02]: recommend that you download that that QR code is throughout the book but sit down in a quiet

[00:05:55] [SPEAKER_02]: space and figure out really what you do better than everyone else in your company and at the

[00:05:59] [SPEAKER_02]: competitor so that you can own your income and have the kind of life that you deserve to have.

[00:06:05] [SPEAKER_06]: And my two cents my two favorite parts are the candor if you know Christie at all

[00:06:13] [SPEAKER_06]: she pulls no punches and the christie isms I'm gonna work hard to throw some christie isms around

[00:06:21] [SPEAKER_02]: today yeah so uh yeah if you go to sellingyourwayin.com then you can see again it's in lots of places

[00:06:29] [SPEAKER_02]: but we've got four retail establishments listed at sellingyourwayin.com um but would love to

[00:06:36] [SPEAKER_02]: push you towards Barnes & Noble right now because I know that they're still in stock.

[00:06:40] [SPEAKER_03]: Good Barnes I didn't know Barnes & Noble still existed.

[00:06:43] [SPEAKER_02]: You'd be surprised they actually sell a lot of books.

[00:06:47] [SPEAKER_04]: All right yeah I still go to Barnes & Noble about four or five times a year.

[00:06:52] [SPEAKER_03]: Are they still have brick-and-mortar stores out there?

[00:06:56] [SPEAKER_04]: Grab a coffee, go wander around.

[00:06:59] [SPEAKER_03]: All right well I need to get out more so hey Daniel welcome again again thank you for

[00:07:05] [SPEAKER_03]: for being here I know it's well it's getting late where you are right it's about 8 30 or so

[00:07:10] [SPEAKER_01]: somewhere out there yeah it's not too bad.

[00:07:13] [SPEAKER_03]: So Daniel for for those who may not know you which I doubt there are any but

[00:07:18] [SPEAKER_03]: you know tell us a little bit about yourself what you do and then let's get into some of the things

[00:07:22] [SPEAKER_03]: that are going on in the world related to social selling and and so forth.

[00:07:27] [SPEAKER_01]: Well I mean that's what I do Tom it's on the t-shirt social selling I

[00:07:30] [SPEAKER_01]: I'm here to help businesses companies and sales teams leverage LinkedIn and sales navigator to

[00:07:36] [SPEAKER_01]: get the best they can out of it and I know we're going to dig into kind of what's been changing

[00:07:41] [SPEAKER_01]: because LinkedIn and social selling changes so much so quickly and even looking back to

[00:07:47] [SPEAKER_01]: episode 50 that we ran and what we discussed back then so much has changed in that time

[00:07:53] [SPEAKER_01]: so I'm looking forward to digging into that today and lots more.

[00:07:57] [SPEAKER_06]: I want you to tell us what you know about the algorithm.

[00:08:02] [SPEAKER_05]: That's what we want to go.

[00:08:06] [SPEAKER_03]: Well let's start there I mean let's start with you know when you were on episode 50 and I have to

[00:08:12] [SPEAKER_03]: admit I didn't go back and rewatch it but now I'm kind of thinking I should have

[00:08:16] [SPEAKER_03]: but I know we were you know talking a lot about the social selling tools and techniques and

[00:08:21] [SPEAKER_03]: things that were working at that time if you were to go back what would and I guess again

[00:08:27] [SPEAKER_03]: this was a year ago right so what would you say in the last year has changed what's different

[00:08:31] [SPEAKER_01]: what's working what's not let's just start there. Sure I mean the two things I'll focus on A is AI

[00:08:38] [SPEAKER_01]: I think AI has been a huge thing especially in LinkedIn and social selling in content creation

[00:08:45] [SPEAKER_01]: in messaging creation and obviously outside of the wider sales world as well and that's

[00:08:51] [SPEAKER_01]: moving and growing really fast so I think AI is one pillar that we can talk about then

[00:08:55] [SPEAKER_01]: the other is the algorithm which is just A changing a lot but this year has been really

[00:09:01] [SPEAKER_01]: brutal and there's good and bad in it it makes it a lot more challenging to use LinkedIn

[00:09:07] [SPEAKER_01]: but the good part of it is it's kind of shaking out the bad stuff of LinkedIn so some of the

[00:09:15] [SPEAKER_01]: people that were just becoming quite repetitive and perhaps not putting out great content but

[00:09:21] [SPEAKER_01]: still getting good engagement they're starting to drop which I think is a good thing so anyway

[00:09:26] [SPEAKER_01]: pillars out AI and algorithm two core pillars that we can dig into should we start with AI?

[00:09:33] [SPEAKER_03]: What do you think? Yeah let's start with AI I think it's going out the bed of

[00:09:37] [SPEAKER_01]: glory before algorithm so. So I think looking back a year ago we were using AI or at least

[00:09:46] [SPEAKER_01]: starting to play around with it but now it's becoming a pillar and there's a few things I've

[00:09:50] [SPEAKER_01]: noticed personally it'd be great to hear what the group here have experienced as well but AI is

[00:09:57] [SPEAKER_01]: becoming very good at creating for social selling so whether it's chat GBT or other platforms

[00:10:04] [SPEAKER_01]: AI is getting quite good at creating content or content drafts it's getting quite good at

[00:10:10] [SPEAKER_01]: creating messages but the other side of it is people are building AI platforms for sales that

[00:10:15] [SPEAKER_01]: is getting even better and there are a few tools I've been playing around with recently

[00:10:19] [SPEAKER_01]: some that create LinkedIn messages for you and they research the person's profile they draft

[00:10:24] [SPEAKER_01]: and some of the messages that they create sometimes I'm looking at it thinking that's

[00:10:29] [SPEAKER_01]: better than what I could write myself and so there's a real exciting opportunity there but

[00:10:36] [SPEAKER_01]: my general consensus at the moment is AI is kind of building the rough outline that you

[00:10:42] [SPEAKER_01]: then come in and humanize and add your voice and tone and sort of sculpt it into that final

[00:10:47] [SPEAKER_01]: piece but it'd be good to hear how's everyone using AI at the moment.

[00:10:52] [SPEAKER_06]: Carson how are you doing it? Yeah AI is a pretty incredible add-on and kind of augment to our

[00:11:00] [SPEAKER_06]: process and you know in anticipation of this event oh heck that's not true actually just in

[00:11:06] [SPEAKER_06]: the last couple of seconds I pulled I used AI to pull a synopsis of episode 50 and you know looking

[00:11:13] [SPEAKER_06]: at some of the themes you know AI was one of the things that we talked about 50 episodes ago

[00:11:18] [SPEAKER_06]: one of the things Daniel pointed out was how it is starting to be used as a complement to what

[00:11:26] [SPEAKER_06]: we are doing it's a powerful tool but it should be used to enhance rather than replace the human

[00:11:31] [SPEAKER_06]: touch we talked a little bit about how maintaining authenticity and you know the personal touch is

[00:11:38] [SPEAKER_06]: going to be all the more important and I think that continues to be the case.

[00:11:42] [SPEAKER_06]: One of the things that I'm using it for with my team currently that has been exceptionally

[00:11:46] [SPEAKER_06]: helpful is going in and as we're crafting personalized messages to organizations that

[00:11:53] [SPEAKER_06]: we want to break into leveraging AI to whether it's combing their LinkedIn profile and there's

[00:12:01] [SPEAKER_06]: tools that will do this so we'll chat GPT so will others but combing LinkedIn profiles

[00:12:07] [SPEAKER_06]: combing company websites or company reports and being able to leverage this Intel to really in

[00:12:14] [SPEAKER_06]: my opinion surface themes that you may want to touch on that give you a more personal touch

[00:12:20] [SPEAKER_06]: it will write the emails for you or write the templates but again I want to stress the importance

[00:12:25] [SPEAKER_06]: of making sure that you're ultimately the author of this there may be a sentence that I keep

[00:12:30] [SPEAKER_06]: of the AI email a lot of times what it's helping me to with is bullet points of ways that it

[00:12:35] [SPEAKER_06]: will align my business with theirs now with chat GPT you can with 4.0 I think that's an advancement

[00:12:42] [SPEAKER_06]: of the last 50 episodes being able to add in attachments being able to add in links

[00:12:47] [SPEAKER_06]: to websites it will comb the websites in seconds it really raised those insights so the level of

[00:12:52] [SPEAKER_06]: data and Intel that we have at our fingertips now is much much better and out of 121 prospecting

[00:13:00] [SPEAKER_06]: messages that I've sent to 121 different organizations I've gotten 47 net new sea level

[00:13:07] [SPEAKER_06]: responses over just the last two months thanks to AI wow nice wow it's really good and I think

[00:13:15] [SPEAKER_04]: that brings up like Bob's Bob's question Tom is commenting a question it's making people more

[00:13:20] [SPEAKER_04]: efficient but isn't making people more effective I think it depends on how they're using it right

[00:13:26] [SPEAKER_04]: I think what Carson said is a very strong way of using it not just be efficient

[00:13:32] [SPEAKER_04]: what he indicated is it makes it more efficient the AI is going out and grabbing information

[00:13:36] [SPEAKER_04]: summarizing giving you things but because he's adding the human touch to it he's making it more

[00:13:42] [SPEAKER_04]: effective I think the other the other way that we're seeing in AI help is that we can take

[00:13:49] [SPEAKER_04]: things like our transcripts from our show and turn that into summaries and convert those into

[00:13:57] [SPEAKER_04]: social post we convert them into newsletters we use some of those to convert them into carousel

[00:14:03] [SPEAKER_04]: posts and it makes us more efficient at doing the actions that we should be doing but years

[00:14:10] [SPEAKER_04]: prior they didn't get done as often or they didn't get done at all because they took a lot more time

[00:14:15] [SPEAKER_04]: and what I really like about that when using transcripts and then it's a transcript from

[00:14:20] [SPEAKER_04]: a sales conversation it's a trans get work from the show or anything else we're actually

[00:14:26] [SPEAKER_04]: getting real human conversation we're actually taking true thought leadership base AI and the

[00:14:33] [SPEAKER_04]: way a lot of people use it with the easy button of just going hey go write an article for me on

[00:14:39] [SPEAKER_04]: this it's regurgitating everything that's out in the internet and you're not sounding any different

[00:14:45] [SPEAKER_04]: you're just sounding like everyone else but we're actually using our own transcripts so it's our

[00:14:51] [SPEAKER_04]: thoughts our words our conversations and then summarizing it when we do that we still have the

[00:14:57] [SPEAKER_04]: ability to stand out and be seen as with more and I hate the term thought leadership but

[00:15:02] [SPEAKER_04]: I guess that's the term to use but with our own thoughts and our own ideas and our own

[00:15:08] [SPEAKER_04]: conversations and our own experience we just use AI to do it more efficiently and therefore do it

[00:15:14] [SPEAKER_02]: more consistently I'm using a AI note taker and I heard from one of my clients of the day

[00:15:21] [SPEAKER_02]: that I've got it set up so it sends them the summary at the end of every one of our

[00:15:25] [SPEAKER_02]: conversations they love that I mean I was using it too to copy paste to send a summary email

[00:15:30] [SPEAKER_02]: myself and so I'm still doing that most of the time but not all of the time and he was like

[00:15:36] [SPEAKER_02]: I love getting those summaries at the end of every call he goes potentially because I give homework

[00:15:41] [SPEAKER_02]: right as I call it and so at the end of the day he has his next action items on there and he

[00:15:45] [SPEAKER_02]: doesn't have to remember but I found that soup I am addicted like I wasn't I would again episode

[00:15:52] [SPEAKER_02]: 50 I wasn't using that and probably episode 80 I wasn't using that but I have been using it

[00:15:58] [SPEAKER_02]: recently and not only for my own benefit but my clients seem to love it too

[00:16:03] [SPEAKER_04]: yeah I use I use fathom for that and I love it and so do people I love that it gives me the

[00:16:08] [SPEAKER_04]: summaries and like you said if there's action points it cars them out and I take a lot less

[00:16:13] [SPEAKER_04]: notes because the notes are made they're done for me that's right and tied back into your CRM system

[00:16:20] [SPEAKER_03]: right so so Daniel two questions for you then related to this one is what's your take

[00:16:24] [SPEAKER_03]: are people more effective for just more efficient but I'd also like your take on

[00:16:29] [SPEAKER_03]: for the people who are kind of using I guess AI irresponsibly or unresponsibly right and just

[00:16:34] [SPEAKER_03]: how are you seeing that affecting the world of LinkedIn is it causing people to actually kind

[00:16:40] [SPEAKER_03]: of end up getting pushed it well I know we're going to cover on the algorithm but

[00:16:43] [SPEAKER_03]: are they losing credibility that kind of stuff what are you seeing related to that

[00:16:47] [SPEAKER_01]: well it's funny we're kind of looking at two avenues that people have we've got a group of

[00:16:51] [SPEAKER_01]: people here that obviously are sales professionals so you know we're driven and we're using it to

[00:16:58] [SPEAKER_01]: help but there'll be lots of sales people out there unfortunately that are more lazy sellers

[00:17:02] [SPEAKER_01]: and will use AI to simply replace their work and so it might make them more efficient in the

[00:17:09] [SPEAKER_01]: sense of it but they will definitely not be more effective and that's what we're seeing on

[00:17:13] [SPEAKER_01]: LinkedIn especially is people using AI to create content as an example and just copy and

[00:17:18] [SPEAKER_01]: pasting it onto the feed and it sounds robotic it looks robotic doesn't sound like the person and so

[00:17:25] [SPEAKER_01]: it doesn't generate an ROI so I think for the right people if you use it the right way AI is a

[00:17:31] [SPEAKER_01]: phenomenal tool and we've heard some amazing examples of great ways to use it but there will

[00:17:36] [SPEAKER_01]: be a lot of people out there and again leadership will be enabling it they will use it to cut

[00:17:42] [SPEAKER_01]: corners to save time and they won't use that saved time for productive tasks or for taking

[00:17:49] [SPEAKER_01]: that AI generated information and actually doing something good with it so I think there's that

[00:17:54] [SPEAKER_01]: big choice that we have it's a great tool if you do learn to use it and use it the right way

[00:17:59] [SPEAKER_01]: but it's that could be said for any sales tool the amount of sales people that don't even use

[00:18:03] [SPEAKER_01]: their CRM properly you know there are amazing tools out there if you use them and you know

[00:18:08] [SPEAKER_01]: gonna put the work in but the big fear with LinkedIn and this is something I've been talking

[00:18:14] [SPEAKER_01]: about a lot and I actually went to LinkedIn's HQ in New York earlier this year and talked to them

[00:18:18] [SPEAKER_01]: about it and even they don't really know how to handle it but there is this reality kind of

[00:18:24] [SPEAKER_01]: happening at the moment where you've got people creating AI content on LinkedIn and then people

[00:18:29] [SPEAKER_01]: creating AI automated comments so you're kind of creating this AI dominated LinkedIn where

[00:18:35] [SPEAKER_01]: AI is creating the content AI is commenting on it and it's a very risky you know future potential

[00:18:42] [SPEAKER_03]: at a AI it's just synthetic LinkedIn basically entirely it's hard it sticks out like a sore thumb

[00:18:47] [SPEAKER_01]: it does oh it really does and it's but I don't it's hard for LinkedIn to control it like

[00:18:52] [SPEAKER_01]: it's not an easy problem to solve but that is kind of their current problem at the moment

[00:18:57] [SPEAKER_01]: is how can they manage AI should people disclose if their content or comment is AI generated would that

[00:19:05] [SPEAKER_01]: if you were to consume a piece of content and it was good and then you found out AI generated it

[00:19:10] [SPEAKER_01]: would that change your perception of it so that's kind of the interesting AI vortex we're in at the

[00:19:16] [SPEAKER_04]: moment yeah I think there's a humanity piece to that and I'd love to hear what you guys take

[00:19:22] [SPEAKER_04]: on it is somebody's got an AI bot that is commenting on your content and you're sitting there thinking

[00:19:29] [SPEAKER_04]: that you're you're having a conversation with the human and then you find out you're really not does

[00:19:34] [SPEAKER_04]: that change your perception does it make you not want to speak to that person do you feel played

[00:19:41] [SPEAKER_04]: or is this just the way things are now and go well you know it is what it is and it led to

[00:19:47] [SPEAKER_04]: a conversation so let's keep moving forward like what do you all think about that

[00:19:55] [SPEAKER_01]: Daniel go for it stump the panel I mean I feel like I'm cynical because I've done some polls on

[00:20:01] [SPEAKER_01]: LinkedIn and asked my audiences what they think and generally they seem to be that they don't mind

[00:20:07] [SPEAKER_01]: but I feel like I do and I don't know if it's because I'm cynical or but I feel like if I

[00:20:12] [SPEAKER_01]: read a piece of content and found it was AI I'd be disappointed if someone was messaging me

[00:20:16] [SPEAKER_01]: and it was AI it's just not real it's not real selling it's not real social selling but

[00:20:23] [SPEAKER_01]: seems to be a lot of people out there aren't as bothered about it but I don't know whether that's

[00:20:28] [SPEAKER_01]: a truthful response from them or so I'm not too sure how to feel about it but my general

[00:20:33] [SPEAKER_02]: instinct is I don't like it I think I'm sorted with Daniel I um John borrows put out an email

[00:20:40] [SPEAKER_02]: two or three weeks ago about how to go in and help your AI bot better understand your communication

[00:20:48] [SPEAKER_02]: style so I had not I didn't know how to I didn't know about that before and so I went in and customized

[00:20:53] [SPEAKER_02]: you know and said you know I have a very direct communication style here are some samples I like

[00:20:58] [SPEAKER_02]: Daniel thinks somebody mentioned like I like my things bulleted right like I like things in

[00:21:03] [SPEAKER_02]: bullets I speak in that fashion I'm a brief be brief be bright be gone girl and so it's getting

[00:21:08] [SPEAKER_02]: better like you know it will you know and I asked it to address me as KKJ so that makes me more

[00:21:14] [SPEAKER_02]: men's when it responds it's like how would you like me to address you I'm you can call me KKJ

[00:21:19] [SPEAKER_02]: because you're on the inner circle now um but I I'm a little bit with Daniel like I think again

[00:21:24] [SPEAKER_02]: I guess my marketing side of me is good content is good content right Brandon like you know

[00:21:29] [SPEAKER_02]: good content is good content but uh I think if I got a comment and it wasn't from a human

[00:21:35] [SPEAKER_02]: it was from a bot that would probably be a little more disagreeable to me than if someone

[00:21:39] [SPEAKER_02]: had if a bot had written a post um because I do expect that the comments are personal

[00:21:46] [SPEAKER_06]: couldn't agree more I think whether regardless of the answer that you get

[00:21:50] [SPEAKER_06]: I do think everybody is going to at least have some predisposition against it being AI

[00:21:56] [SPEAKER_06]: that's that they're talking to um there's going to be some sense of disappointment

[00:22:00] [SPEAKER_06]: whether it's the post um and I've absolutely seen people that have said like hey I saw this

[00:22:05] [SPEAKER_06]: post from somebody that I respect and I know that it was AI and it changed my perspective of their

[00:22:10] [SPEAKER_06]: their content or them um and that's why I think it's super important as I admit I leverage AI

[00:22:16] [SPEAKER_06]: and in creation of some of my posts however I always make sure that I'm the final proof

[00:22:22] [SPEAKER_06]: reader of every single word and I'm going to massage things here and there and there's

[00:22:27] [SPEAKER_06]: ways to train the AI and tell it I want this to be the exact intro you know I want this theme I want

[00:22:33] [SPEAKER_06]: you know and a lot of times I'll use the AI on a transcript of something that I've said previously

[00:22:39] [SPEAKER_06]: so it's already in my voice I'm just using AI to produce it quicker

[00:22:44] [SPEAKER_04]: so I hear the summary is AI to create content with the human touch is good

[00:22:51] [SPEAKER_04]: but an AI comment makes us feel a little dirty like somebody's trying to to gain the system and

[00:22:58] [SPEAKER_04]: our humanity kind of gets annoyed that they're not engaging with us from their humanity they're

[00:23:03] [SPEAKER_04]: engaging with us with with tech I just wonder if they actually read my post

[00:23:09] [SPEAKER_06]: right did you actually exactly and comment insidefully like I value it when somebody

[00:23:14] [SPEAKER_06]: takes time to read my post and I value people's posts enough to comment as myself so I wouldn't

[00:23:23] [SPEAKER_06]: want to leave the impression with somebody that I didn't actually read their post and that I created

[00:23:26] [SPEAKER_06]: something that was AI generated I've used AI sometimes to help me create responses because

[00:23:32] [SPEAKER_06]: I wanted to say insight something insightful beyond just hey great post because I know that

[00:23:36] [SPEAKER_06]: that actually does not help them in the algorithm as well so those types of things I've taken

[00:23:41] [SPEAKER_06]: to consideration I call it LinkedIn professional courtesy there you go I have I have another way

[00:23:49] [SPEAKER_04]: that that we've leveraged AI and this is part of fist bump in fairness not not to be so promotional

[00:23:55] [SPEAKER_04]: but you know we build in there an AI doppelganger it's like a twin so all of our temp you know

[00:24:02] [SPEAKER_04]: all of our transcripts and everything go into the twin we have settings which is how do you

[00:24:09] [SPEAKER_04]: like to speak we even have a section of like words that we use a lot like I use the word awesome a lot

[00:24:15] [SPEAKER_04]: and that you know I could go in say these are some of the words that I use these are phrases that I

[00:24:19] [SPEAKER_04]: like to use we've even done that we have a commenting styles assessment that I partnered with

[00:24:26] [SPEAKER_04]: professors and students from Texas State University that we go in and do the assessment

[00:24:31] [SPEAKER_04]: and then when it takes your top three commenting styles it'll plug it in there so like I'm an

[00:24:38] [SPEAKER_04]: encourager and I'm a clarifier so a lot of the things it builds for me it builds from that

[00:24:43] [SPEAKER_04]: encourager clarifier standpoint and it just makes me more efficient but again like you're saying Carson

[00:24:49] [SPEAKER_04]: I don't post push a button and have it go I still read it and use it but this is one of the ways

[00:24:55] [SPEAKER_04]: that in the last I don't know six six eight weeks that I've really really enjoyed using AI

[00:25:01] [SPEAKER_04]: and Daniel my partner and fist bump built this for us with our with our app that whenever I'm

[00:25:07] [SPEAKER_04]: done with a conversation or I'm driving down the road and I think of something or I have a sales

[00:25:13] [SPEAKER_04]: call or whatever I can just pull up the app and hit a button and speak into I can basically

[00:25:20] [SPEAKER_04]: speak with my doppelganger say I had this conversation it was with this person this is what

[00:25:26] [SPEAKER_04]: these are the things that I'm thinking about and it immediately goes into my my doppelganger

[00:25:32] [SPEAKER_04]: with our creator studio next to it and my personal assistant is there too and she gets and she sees

[00:25:39] [SPEAKER_04]: it but then with creator studio which we leverage a lot of AI to build we have 22 different post style

[00:25:46] [SPEAKER_04]: like templates that I could take my audio note and push a couple of buttons and it'll frame it

[00:25:54] [SPEAKER_04]: into different styles of posts and then I it'll also the AI will also take my media studio which

[00:26:02] [SPEAKER_04]: is all my photos that I share to it and it'll go find two or three photos that it thinks will match

[00:26:08] [SPEAKER_04]: with the content and put it in front of me and let me then review it and when I when I'm able

[00:26:15] [SPEAKER_04]: to when I edit it and I like it and I say go and then it can be scheduled for me in the future

[00:26:20] [SPEAKER_04]: that has been a game changer for me in the time that I spend to create content I used to spend a

[00:26:27] [SPEAKER_04]: lot of time and then because I wanted to be very authentic I would create my posts usually that

[00:26:31] [SPEAKER_04]: morning I had my routine I do my walk I come back I'd sit down I journal meditate write my post

[00:26:38] [SPEAKER_04]: and sometimes my posts would take me 30 minutes or more because I'm thinking about things and

[00:26:42] [SPEAKER_04]: changing it this as you can tell I like to talk I can talk into it and it's saving me a ton of time

[00:26:51] [SPEAKER_03]: nice so is we wrap up AI here and we'll move into algorithm next just want to hit bottom line

[00:27:00] [SPEAKER_03]: question from Bob is AI really increasing top line revenue in other words is there an ROI for

[00:27:08] [SPEAKER_03]: all the effort that we're putting in level of effort that we're putting in for learning and using AI

[00:27:16] [SPEAKER_04]: I really want to hear with Daniel and Carson how they answer it Daniel you're on the front lines

[00:27:21] [SPEAKER_04]: with teams all the time and Carson you're a daily producer and that'll mean to leave you out for

[00:27:27] [SPEAKER_06]: me I step aside for the king of course we decided this last time he's the king I'm the court

[00:27:34] [SPEAKER_03]: jester so okay that's right we talked about that on episode 50 yeah we can swap anytime um the answer

[00:27:41] [SPEAKER_01]: for me is yes it absolutely can deliver an ROI if you're going to put the work in so it's all down

[00:27:46] [SPEAKER_01]: to the leadership the team yes if you use a right and you know everything we've discussed today you

[00:27:52] [SPEAKER_01]: put that into play AI can have a very positive impact because it's going to save you time and if

[00:27:58] [SPEAKER_01]: you put that time into more selling activities and other things and yes it is going to help but

[00:28:04] [SPEAKER_01]: there will be a lot of people that don't do that so in that case it's not going to help so I guess

[00:28:08] [SPEAKER_01]: you have to make sure you've got all the systems and everything flowing right you got the right people

[00:28:12] [SPEAKER_01]: then it's a good choice if not maybe you should focus on that first before bringing AI in

[00:28:19] [SPEAKER_06]: Carson the short answer is for great sellers yes absolutely it is significantly increasing

[00:28:28] [SPEAKER_06]: top line revenue and there is ROI around AI now the long a little bit longer answer

[00:28:34] [SPEAKER_06]: not a long answer but I mean look literally I think I share plenty on this show about how

[00:28:40] [SPEAKER_06]: I look at sales as a big game board you know you've got the right people executing the right process

[00:28:46] [SPEAKER_06]: you're going to be successful part of my process is building a foundation where I've mapped out

[00:28:50] [SPEAKER_06]: the key strategic stakeholders that I need relationships with in order to achieve what

[00:28:56] [SPEAKER_06]: I want to achieve in any given year then we have solution plays that we execute which are

[00:29:01] [SPEAKER_06]: parts of our platform but I do that in a variety of different ways and as I was sharing earlier

[00:29:08] [SPEAKER_06]: I've got about 47 customers net new customers that I've opened doors with over just the last two

[00:29:13] [SPEAKER_06]: months of which I would say a good handful we already have net new opportunities that have

[00:29:23] [SPEAKER_06]: landed over a half million dollars and that's just in two months of work

[00:29:28] [SPEAKER_06]: with each of these and some of these have longer sales cycles see I think it's important to address

[00:29:32] [SPEAKER_06]: where AI can play in the sales cycle number one it's helping us with front of the funnel

[00:29:38] [SPEAKER_06]: activities because it's enabling us to send very targeted personalized messages quickly

[00:29:44] [SPEAKER_06]: to a lot of customers the other day I literally sent seven different organizations males

[00:29:51] [SPEAKER_06]: at each organization I would say it was anywhere from 50 to 100 recipients this took me about

[00:29:57] [SPEAKER_06]: an hour and they were written so personalized that it looked like I memorized their website

[00:30:03] [SPEAKER_06]: and what was beautiful about it is I was able to go in and match what my organization

[00:30:10] [SPEAKER_06]: my specific organization within my company what it does with their website and draw

[00:30:16] [SPEAKER_06]: three to five bullet points on each email of key themes that was directly matched to their

[00:30:23] [SPEAKER_06]: mission statement or their key pillars that they called out on their website happened in seconds

[00:30:30] [SPEAKER_06]: so you know we talk on this show about the quality of your message the quantity of outreach and

[00:30:34] [SPEAKER_06]: the consistency of execution over time I have a higher probability of getting that executive

[00:30:38] [SPEAKER_06]: response than ever before because of AI and that's why it's so valuable front of the funnel

[00:30:43] [SPEAKER_06]: furthermore what it's really helping us with as you advance things is let's say a customer's

[00:30:48] [SPEAKER_06]: ghosting you or a customer goes silent or goes cold I went out the other day similar situation

[00:30:54] [SPEAKER_06]: used AI combed their website and our comb to their link in what was beautiful about this is I figured

[00:31:00] [SPEAKER_06]: out like wow they've got a lot of accolades they're very proud of some of these achievements and as

[00:31:06] [SPEAKER_06]: well they should be so let me take a unique approach so I offered to actually connect them

[00:31:11] [SPEAKER_06]: with one of our executives because I said I think there's a lot we could learn from you

[00:31:15] [SPEAKER_06]: and I'd love to get you connected with this C level at our organization so that we could

[00:31:19] [SPEAKER_06]: share ideas we can learn from you and you can have that executive to executive touch point

[00:31:23] [SPEAKER_06]: they responded in five minutes and now we're going down a path where you know it's helping us

[00:31:29] [SPEAKER_06]: at every stage of the funnel so I don't think all the ROI has been realized yet Bob but it

[00:31:34] [SPEAKER_06]: will continue to be and it's already having a massive impact if you're a great seller

[00:31:39] [SPEAKER_06]: which I don't purport to be but AI is making me look smart

[00:31:43] [SPEAKER_04]: okay Carson it sounds to me like we could use AI and substitute is does CRM help people be more

[00:31:53] [SPEAKER_04]: effective and increase ROI depends on if they use it the right way does LinkedIn help the sellers to

[00:32:00] [SPEAKER_04]: be more effective and create ROI it depends on if they use it the right way does AI like it

[00:32:05] [SPEAKER_04]: it always comes back to are you trying to use the easy way the cheap way the quick way and

[00:32:12] [SPEAKER_04]: get the best you can or are you going to use it the right way and Christy it just reminds me of

[00:32:17] [SPEAKER_04]: your overall message in your book discover your superpower learn how to do things well

[00:32:22] [SPEAKER_04]: and go kick acid it and go become the top 10 percent yep I completely agree with what Carson

[00:32:29] [SPEAKER_02]: said if you're not wired that way this won't matter so let's let's switch gears from AI to algorithm

[00:32:42] [SPEAKER_03]: because yes there's been a lot of algorithm changes it seems in the last last 50 weeks

[00:32:49] [SPEAKER_03]: or so so Daniel what have you seen what is the ramification how is that impacting and

[00:32:57] [SPEAKER_03]: and how do you see that moving forward I mean how do you see the algorithm adjusting as we move

[00:33:01] [SPEAKER_01]: forward the algorithm it's been really interesting because obviously there's a lot of LinkedIn

[00:33:05] [SPEAKER_01]: experts and gurus out there and pretty much everyone has experienced massive drops in engagement not

[00:33:12] [SPEAKER_01]: just but everyone on LinkedIn has experienced massive drops but what's been interesting because

[00:33:16] [SPEAKER_01]: LinkedIn usually does this every year it's a bit of a roller coaster you know engagement

[00:33:21] [SPEAKER_01]: will be really high and then it would drop and usually it's around when they're making

[00:33:24] [SPEAKER_01]: changes what's been very interesting this year is that that drop has been for a very long

[00:33:29] [SPEAKER_01]: time much longer than usual and there's no real insight as to what they're doing or why

[00:33:36] [SPEAKER_01]: it's been dropping however it's kind of like when you have someone in your sales team come up to you

[00:33:41] [SPEAKER_01]: and say oh I'm struggling to hit target things are really hard but you still have one or two people

[00:33:47] [SPEAKER_01]: hitting target and there are still people getting good engagement I still have posts going out

[00:33:54] [SPEAKER_01]: that drive really good engagement so what's been interesting and what I'm seeing at the moment is

[00:33:59] [SPEAKER_01]: the need to adapt very quickly whether it's the format of your post whether it's the the tone the

[00:34:06] [SPEAKER_01]: topic but the need to be a lot more adaptive on LinkedIn is kind of important right now so for

[00:34:13] [SPEAKER_01]: example maybe last year one of the formats that worked really well was just an image on its

[00:34:19] [SPEAKER_01]: own whether it was a photo or a quote or something like that now an image with a pretty decent amount

[00:34:26] [SPEAKER_01]: of text exploring a topic and giving a lot of value is really working well for engagement

[00:34:34] [SPEAKER_01]: that might be the case for this month maybe the next couple of months and then it'll probably

[00:34:39] [SPEAKER_01]: change again there's a lot of rumors going around that video is going to get pushed and people

[00:34:42] [SPEAKER_01]: start to see a spike in video content so the need to adapt and adapt quickly the moment you start to

[00:34:49] [SPEAKER_01]: pick up on anything like that go with it because it's like a wave it's like surfing like if you see a wave

[00:34:54] [SPEAKER_01]: grab your board jump straight on because you don't know how long that wave is going to last and then

[00:34:58] [SPEAKER_01]: get ready to jump on the next wave but at the moment those waves are coming in quite fluently

[00:35:04] [SPEAKER_03]: Daniel would you say you know if engagement's down right then that implies that impressions

[00:35:09] [SPEAKER_03]: are down right in terms of your content what do you think's happening do you think that

[00:35:14] [SPEAKER_03]: where are those impressions going are they going to the ad network are they going somewhere else are

[00:35:20] [SPEAKER_03]: they trying to say well we're trying to you know target more quality than quantity what do you

[00:35:25] [SPEAKER_03]: think's happening with the algorithm and why is it down it's funny because years and years ago

[00:35:30] [SPEAKER_01]: when I started doing LinkedIn training I've always said that there is a finite window that

[00:35:35] [SPEAKER_01]: organic reach is going to be this accessible like LinkedIn is going to eventually become a

[00:35:39] [SPEAKER_01]: pay-to-play platform just like Facebook and Instagram there was a time at the start when

[00:35:44] [SPEAKER_01]: it was ripe and people benefited and LinkedIn's been the same for the last probably eight to

[00:35:49] [SPEAKER_01]: ten years and I think you're right Tom we're getting to that point where they are pushing

[00:35:53] [SPEAKER_01]: people towards ads and paid posts and paid you know paid accounts I also think that because

[00:36:03] [SPEAKER_01]: we're still getting good engagement on organic posts it's still very much possible but I think that

[00:36:09] [SPEAKER_01]: timeframe that window is closing possibly within the next couple of years we might see it shrink

[00:36:16] [SPEAKER_01]: down a lot so for anyone who hasn't invested in LinkedIn now might be the last chance to come in

[00:36:23] [SPEAKER_01]: and actually grow an audience and a brand whilst you're able to do so because there will

[00:36:27] [SPEAKER_01]: be a point where I couldn't go on to Facebook now it would be so difficult to build a brand and

[00:36:33] [SPEAKER_01]: an audience on Facebook now same with Instagram you know LinkedIn that window is closing I think

[00:36:39] [SPEAKER_01]: even with platforms like TikTok the window is closing so kind of now is the time to make

[00:36:44] [SPEAKER_03]: the move if you're thinking about it. Do you think that with the LinkedIn introduction

[00:36:48] [SPEAKER_03]: of the thought leadership ads which really allows you to spotlight or have paid behind

[00:36:53] [SPEAKER_03]: personal stuff do you think that was the first step in that in that direction is that kind of the

[00:36:58] [SPEAKER_01]: shot across the bow? Yeah definitely definitely and it's interesting because I've had one post

[00:37:04] [SPEAKER_01]: a paid thought leadership post come up in my feed every day this week but it's the same post

[00:37:09] [SPEAKER_01]: and I keep looking at it thinking do they keep re-sharing it then you remind yourself on

[00:37:13] [SPEAKER_01]: her way it's just the sponsored post and I mean there is a risk like there can be benefits

[00:37:17] [SPEAKER_01]: to it but I don't think LinkedIn's ever going to beat the impact of good organic content

[00:37:22] [SPEAKER_01]: it's what the users want it's what drives the best ROI so they have to be careful with how they

[00:37:28] [SPEAKER_01]: balance this out and LinkedIn is already a relatively you know tricky platform because

[00:37:33] [SPEAKER_01]: it's not personal it's not entirely professional and so they need to kind of be careful with that

[00:37:38] [SPEAKER_02]: balance. Wow Daniel I'm having some FOMO because I don't like it when I don't get to play with

[00:37:44] [SPEAKER_02]: the cool kids but I understand rumor has it that some people are getting debated tests

[00:37:50] [SPEAKER_02]: some like video suggestions from LinkedIn where LinkedIn is suggesting like hey this

[00:37:55] [SPEAKER_02]: video should be for you or whatnot what's going on with that and how do I get to play?

[00:38:01] [SPEAKER_01]: I mean I would like to know as well Chrissy so I not invited on that one I don't know who

[00:38:06] [SPEAKER_01]: they choose I know I know. I thought for sure you would be part of the cool kid group.

[00:38:11] [SPEAKER_01]: I wish I was the video is definitely gonna be a big part of the future of LinkedIn because

[00:38:16] [SPEAKER_01]: they've been testing things like shorts and different ways that video is positioned

[00:38:22] [SPEAKER_01]: so I do think regardless now's a good time to build your confidence on video and start

[00:38:27] [SPEAKER_01]: practicing because if and when it does go down that direction you want to be in the best

[00:38:32] [SPEAKER_01]: place positioned but the testing doesn't always guarantee sometimes they test it

[00:38:36] [SPEAKER_01]: and it doesn't work and then it sort of goes away video has definitely had a

[00:38:40] [SPEAKER_01]: rocky journey on LinkedIn sometimes it gets the lowest engagement even though it gives

[00:38:45] [SPEAKER_01]: the most value and yet a poll which sometimes doesn't give much value at all gets a ton of

[00:38:50] [SPEAKER_01]: engagement so I can't I'm not going to sit here and say LinkedIn knows what they're doing and get

[00:38:56] [SPEAKER_01]: it right all the time. I mean still a lot of things they need to fix or we can do as

[00:39:01] [SPEAKER_01]: the analogy earlier LinkedIn is a game and all you can do is try and play the game to the

[00:39:06] [SPEAKER_01]: rules that they set out even though they change the rules all the time you just want to try

[00:39:09] [SPEAKER_01]: know what's working now capitalize as much as you can on it and be ready to change the next time they

[00:39:15] [SPEAKER_04]: change it. Yeah in LinkedIn and their modal app added you know the video feed on the bottom menu

[00:39:23] [SPEAKER_04]: which was an indicator like hey this is going to become more important and we started creating

[00:39:29] [SPEAKER_04]: with our clients a lot more video a lot more short video we are seeing it getting some play

[00:39:34] [SPEAKER_04]: but as you said we don't know if it's going to last they and we was it it was a little over

[00:39:39] [SPEAKER_04]: a year ago maybe 18 months ago that LinkedIn came out and said okay video video video and then one day

[00:39:44] [SPEAKER_04]: it just disappeared and video wasn't as important they came out there was that 18 I mean I don't know

[00:39:49] [SPEAKER_04]: whatever it was it came out with the stories like yeah tool from Instagram but it was like

[00:39:53] [SPEAKER_04]: oh LinkedIn's going in stories and then poof it was gone so it's you got to I like what you're

[00:40:00] [SPEAKER_04]: saying and it is it's but it's no different than anything else right we when we're making

[00:40:06] [SPEAKER_04]: outbound calls we got to test different ways of of getting leaving voice mails that intrigues people

[00:40:12] [SPEAKER_04]: that we've got to constantly test things with email we're constantly testing and we just live in a

[00:40:18] [SPEAKER_04]: time where unfortunately or fortunately you know you want to look at it things don't stay the same

[00:40:23] [SPEAKER_01]: very long. There's an interesting one with cold calling at the moment there's the opener that

[00:40:27] [SPEAKER_01]: seems to be really popular which is that hi my name's Dan this is a cold call if you want

[00:40:32] [SPEAKER_01]: to hang up that's fine but if you give me 30 seconds and that sort of open and honest up front which

[00:40:36] [SPEAKER_01]: I can see why it's working very well right now but how long before people get resilient to it and

[00:40:42] [SPEAKER_01]: instead of being sort of yeah okay fine it's going to be no it's okay thank you and they hang up

[00:40:47] [SPEAKER_01]: like it's it has a time frame and you're right it applies to everything and I honestly always

[00:40:53] [SPEAKER_01]: thought the ability to adapt is one of the core skills that salespeople need regardless of

[00:40:57] [SPEAKER_01]: cold calling email social selling the ability to adapt quickly is valuable the salespeople that

[00:41:05] [SPEAKER_01]: you know sit around waiting will always struggle. And my is Amy, Amy Franco says salespeople need

[00:41:12] [SPEAKER_04]: to be entrepreneurial and I love that part in her modern seller book and it's the key thing is

[00:41:18] [SPEAKER_04]: you you have to be more entrepreneurial in your day you have to treat your sales job like an

[00:41:23] [SPEAKER_02]: entrepreneur and figure shit out right Christy? Yes get shit done figure shit out own your own

[00:41:30] [SPEAKER_02]: shit lots of shit lots of shit out there get your shit together get your shit together. So you know

[00:41:36] [SPEAKER_03]: Daniel I'm seeing here thinking about what you're just talking about let's just say that LinkedIn

[00:41:41] [SPEAKER_03]: is going to become more pay-to-play over the next next year what does that do to the personal

[00:41:49] [SPEAKER_03]: brand strategy what does that do to some of the social selling strategies that we've talked about

[00:41:55] [SPEAKER_03]: how do we adjust to that situation because I think it's probably and even if you look at Facebook

[00:42:01] [SPEAKER_03]: right when Facebook first kind of went to that pay-to-play you could get ads at an affordable

[00:42:06] [SPEAKER_03]: price you could actually make a lot of there was a lot you could accomplish and then since then

[00:42:11] [SPEAKER_03]: it's gotten tougher and more difficult and all that even on the paid side so I know there's

[00:42:15] [SPEAKER_03]: probably about five questions built into this but what do you think about the the if we're going to

[00:42:21] [SPEAKER_03]: be more to play what is that going to do to personal brand and strategies and social selling in general

[00:42:26] [SPEAKER_01]: I mean there's two time zones isn't there there's before this happens and after it happens

[00:42:30] [SPEAKER_01]: before in the window that we've got now I can't stress enough now's the time to try and

[00:42:34] [SPEAKER_01]: build an audience in a brand where you can do it for free organically and relatively easily

[00:42:39] [SPEAKER_01]: because that will become very valuable within a year two years and beyond if we're then looking

[00:42:46] [SPEAKER_01]: at the point where it becomes very difficult to get any traction without paid it's just we're

[00:42:52] [SPEAKER_01]: already seeing it now companies are already starting to invest in influencer marketing linkedin

[00:42:56] [SPEAKER_01]: ads linkedin is getting a bigger budget in companies marketing budgets at the moment

[00:43:02] [SPEAKER_01]: and that will just continue to grow and it will get to the point where you know if I'm

[00:43:06] [SPEAKER_01]: the CEO I'm going to select you know maybe some of my leaders some of my staff and when they post

[00:43:12] [SPEAKER_01]: money's going to be put into ads to boost them it's not going to deliver a very strong ROI

[00:43:19] [SPEAKER_01]: compared to what's available now and it's going to cost a lot of money but there'll be that

[00:43:25] [SPEAKER_01]: transition period what will be a reality is everyone who does have an audience and a voice

[00:43:30] [SPEAKER_01]: will become a lot more valuable in that time because people are going to want to I mean

[00:43:35] [SPEAKER_01]: influencer marketing on linkedin is in an early boom stage at the minute so when that time comes

[00:43:40] [SPEAKER_01]: they're going to become even more valuable because they'll have organic audiences voices and brands

[00:43:44] [SPEAKER_01]: that are you know trusted so now's a good time to invest in yours and then for the companies out

[00:43:50] [SPEAKER_01]: there now's probably a good time to start testing ads and building your knowledge based

[00:43:54] [SPEAKER_01]: experience with it because they are going to become more and more important as time goes on

[00:43:59] [SPEAKER_04]: and they aren't easy to get right can I jump in on that I think I think Daniel I love

[00:44:04] [SPEAKER_04]: that you said that because I think right now is a great time to do those thought leadership ads now

[00:44:09] [SPEAKER_04]: to your point you see the same one over and over again this isn't a turn it on and let it run for a

[00:44:15] [SPEAKER_04]: month this is swap it out every three or four days so it feels more organic but yet you're

[00:44:22] [SPEAKER_04]: supporting it with an in for $500 a month which is not a big spend you can get in front of

[00:44:28] [SPEAKER_04]: an audience of 25 to 50,000 people or smaller but you just got to stay on top of it and this is where

[00:44:34] [SPEAKER_04]: take your long form video content turn them into shorter two three minute clips or even longer

[00:44:42] [SPEAKER_04]: I mean Tom and I have a case study that we have a nine minute video of an interview with somebody

[00:44:48] [SPEAKER_04]: that's telling their story their company story and we've had over 300 people in their ICP on

[00:44:55] [SPEAKER_04]: a custom campaign that have watched 100% of that nine minute video but I think that that paid

[00:45:02] [SPEAKER_04]: campaign program right now is extremely beneficial because it's not that expensive

[00:45:09] [SPEAKER_04]: not as many people are doing it that thought leadership video is doing really well

[00:45:14] [SPEAKER_04]: but you got to stay on top of it swap it out every three to five days so people aren't

[00:45:19] [SPEAKER_04]: going oh my god why do I keep seeing this it feels like an organic post if you're on top of it

[00:45:25] [SPEAKER_04]: it annoys people if you set it and forget it and just you know stay in front of them with the exact

[00:45:30] [SPEAKER_06]: same video all the time so I want to take advantage of the fact that we have two great

[00:45:36] [SPEAKER_06]: brands that I respect on here to pose a question that's kind of come up over the

[00:45:41] [SPEAKER_06]: last few weeks that we've that we've hit on and actually this kind of refreshes

[00:45:45] [SPEAKER_06]: a talk track from episode 50 and it was about some of the challenges that we were having

[00:45:50] [SPEAKER_06]: you know really in getting sales leadership to understand the value of social getting executives

[00:45:55] [SPEAKER_06]: to understand the value of social we had Alice Simon on a few weeks back and one of the key

[00:46:00] [SPEAKER_06]: elements that she pointed out was you know if your C-suite if your CEO is not on social and

[00:46:06] [SPEAKER_06]: LinkedIn their sales prevention period and I'd love to get your your your updated thoughts

[00:46:12] [SPEAKER_06]: Daniel on some of the challenges that you're seeing right now in you know getting sales

[00:46:17] [SPEAKER_06]: leaders on board has it gotten better is it changed but also get both of your thoughts

[00:46:21] [SPEAKER_06]: on what Alice said and you know your your observations around C-suite and executives

[00:46:27] [SPEAKER_06]: and whether they're leveraging or not leveraging LinkedIn and social.

[00:46:33] [SPEAKER_02]: Do you want to go first, Christie? I'll go first thanks yeah actually Alice is part of a

[00:46:36] [SPEAKER_02]: group I belong to women sales experts so I spent a lot of time with Alice Hyman throughout the

[00:46:40] [SPEAKER_02]: year and think very highly of her so and she's got a great podcast for CEOs by the way in

[00:46:46] [SPEAKER_02]: the financial industry so she definitely knows her stuff. I worked for an organization at one point

[00:46:53] [SPEAKER_02]: and the CEO again did not have a lot of time to do social as far as outreach was concerned but he

[00:47:01] [SPEAKER_02]: had a chief of staff and we as the sales team and sales leaders could leverage that and ask him to

[00:47:08] [SPEAKER_02]: reach out through his network but he also puts out these really entertaining videos I miss it I'll

[00:47:14] [SPEAKER_02]: call it out it's Nick Mada with Gainesight he loves a good gag he loves a good you know the who's the

[00:47:22] [SPEAKER_02]: guy that did the like sing along in the car that like he loves to replicate who is that the the

[00:47:28] [SPEAKER_02]: couple carry yeah James Gordon yeah yeah so he loves to do those kind of things.

[00:47:35] [SPEAKER_02]: Paul McCartney one was my favorite those were entertaining but but Nick's messages are

[00:47:40] [SPEAKER_02]: entertaining and then the other thing that's happened recently so he used to put these

[00:47:43] [SPEAKER_02]: really funny videos out and he still does but over the last year or so things have happened in his

[00:47:48] [SPEAKER_02]: personal life like death of parents and those type of things and he's been very transparent about that

[00:47:53] [SPEAKER_02]: and so I think when you have a night you know and so there's no doubt if you follow him on social

[00:47:59] [SPEAKER_02]: on LinkedIn particularly you don't know who he is right you have full you have a full breath

[00:48:04] [SPEAKER_02]: of that and he understands like more than probably a lot of the sales leaders and or CEOs more

[00:48:10] [SPEAKER_02]: maybe CEOs than sales leaders but C-suite like I can't tell you how many times I go in there and

[00:48:14] [SPEAKER_02]: I can't find like I'm working with the company now and I couldn't find the president he wasn't on

[00:48:19] [SPEAKER_02]: there he's wasn't on there and yes he's in his late 60s early 70s but I didn't I'm like but then

[00:48:25] [SPEAKER_02]: hire somebody right to you know that you say it they'll put it they'll post it right so I think

[00:48:31] [SPEAKER_02]: I think it's an I think you are like if you're the top of the food chain for your company

[00:48:37] [SPEAKER_02]: like your brand does matter and people are looking for you and they want to know that you're

[00:48:41] [SPEAKER_02]: out there they want to trust the company in in totality not just the sales rep that reaches out

[00:48:47] [SPEAKER_02]: and so I don't think you have a choice but to be out there but be out there I think we've said it

[00:48:51] [SPEAKER_02]: multiple times in an authentic way and and I really love what Nick has done I think he's

[00:48:56] [SPEAKER_02]: a great example of lots of different things and he talks I mean he posts his kids he's very

[00:49:00] [SPEAKER_02]: family oriented he's a great dad Carson I see that same like you post family stuff all the

[00:49:05] [SPEAKER_02]: time right I mean I feel like I really know you I know and I also know when you're traveling

[00:49:09] [SPEAKER_02]: so I was like Carson will be here today he won't be here today you know I'm like no Carson's

[00:49:13] [SPEAKER_02]: Carson's got his Hawaiian shirt on with the flamingo's and and his shorts he's you know he's

[00:49:17] [SPEAKER_02]: out and about but I mean like but that like that like I think that resonates with people I like to

[00:49:22] [SPEAKER_02]: know you know like Mike Weinberg you guys mentioned right I wrote the forward for my book

[00:49:27] [SPEAKER_02]: and he's been on your show he's a golfer I picked up golf in May and so I'm always like

[00:49:31] [SPEAKER_02]: every time I see a post a golf thing I'm like oh where is he today and I'm writing down literally

[00:49:36] [SPEAKER_02]: I'm what I I'm writing down the golf courses he's playing so I'm like I'm like right I'm like

[00:49:40] [SPEAKER_02]: I'm like it's good enough for Mike it's good enough for me but I mean that you know like

[00:49:44] [SPEAKER_02]: he's the you know he's the CEO of his own company and I feel like I even if I even though I do

[00:49:49] [SPEAKER_02]: know him personally if I didn't I think I would so I think it's a big miss when CEOs are just

[00:49:55] [SPEAKER_02]: too busy too busy for social because you are you are your company if you're at the top of that

[00:50:00] [SPEAKER_01]: coaching I think the worst part is it's so easy and accessible so there really isn't any excuse

[00:50:07] [SPEAKER_01]: either you find some time and do it because in reality you could be pretty active on 15 30

[00:50:13] [SPEAKER_01]: minutes a day which I think anyone could find and there is so much value to it as well to

[00:50:18] [SPEAKER_01]: justify it or you get your marketing team to do it you find someone internally to

[00:50:23] [SPEAKER_01]: go straight for you and be active and that could be a responsibility and growth them

[00:50:28] [SPEAKER_01]: or you hire someone to do it and there are lots of agencies out there that will do it for

[00:50:32] [SPEAKER_01]: there is no excuse to not do it but the value is massive because as you're saying Christy like

[00:50:37] [SPEAKER_01]: people buy from people we follow people we love building these sort of digital relationships

[00:50:43] [SPEAKER_01]: whether it's whether it's influencers whether it's CEOs we want to see that looking behind

[00:50:47] [SPEAKER_02]: the curtain we are we are nosy snoopy people absolutely and so why wouldn't you want to

[00:50:53] [SPEAKER_01]: do that as a CEO as a brand or a company to just build that transparency and show people

[00:50:59] [SPEAKER_01]: that you're not just a corporation trying to sell something but that you're real people and

[00:51:03] [SPEAKER_01]: you know your people have lives and you care for your people and all these things connect us with

[00:51:08] [SPEAKER_01]: a brand at a much deeper level whether it's for sales for marketing or anything that benefits are

[00:51:14] [SPEAKER_01]: so huge and I just there is no excuse and you know I think leaders A should lead by example but

[00:51:21] [SPEAKER_01]: be you know capitalized on this opportunity because again it's not going to be as easy as it is now for

[00:51:27] [SPEAKER_02]: it's a lot cheaper marketing than what some other people are spending too right exactly Daniel would

[00:51:33] [SPEAKER_06]: you say in the last year people are getting it like the value of social selling more than they were

[00:51:37] [SPEAKER_06]: before like is it is it is it continuing to gain momentum in your opinion definitely and to

[00:51:43] [SPEAKER_01]: the point we were just discussing I am seeing a lot more CEOs than ever before being active on

[00:51:49] [SPEAKER_01]: LinkedIn so clearly people you know are seeing the benefits and then putting that time in but

[00:51:54] [SPEAKER_01]: you know we're still early stages and I think there's still a lot more out there that could

[00:51:58] [SPEAKER_01]: could capitalize but I do think we're moving in the right direction and for obvious reasons because

[00:52:03] [SPEAKER_01]: the CEOs you see doing it are getting huge traction they're getting huge engagement some of

[00:52:08] [SPEAKER_01]: them are getting more engagement than their own marketing channels and company pages so you know

[00:52:12] [SPEAKER_03]: that the proof is in the pudding there do you think that the CEOs that you're seeing taking

[00:52:17] [SPEAKER_03]: that step or just say they're seeing others are seeing the early adopters the results that

[00:52:21] [SPEAKER_03]: they're getting and going hey I need to do this too you think it's just a mainstream movement

[00:52:26] [SPEAKER_03]: so to speak or is there another driver that's causing the CEOs to jump in no I think it is by

[00:52:32] [SPEAKER_01]: seeing the the value and the importance and the opportunity on LinkedIn everyone's seeing

[00:52:36] [SPEAKER_01]: that LinkedIn is this open platform right now that you can go on share content and just

[00:52:40] [SPEAKER_01]: benefit in so many ways what I would find interesting and I don't have the answer to

[00:52:44] [SPEAKER_01]: this is how many of them are doing it themselves and how many are outsourcing it that would be

[00:52:51] [SPEAKER_01]: interesting because I do think there will be quite a large percentage that are outsourcing it which

[00:52:55] [SPEAKER_01]: is I don't have a major issue with it if it's done the right way you know it's still their

[00:53:00] [SPEAKER_01]: voice ultimately but I think that would be quite an interesting one for other CEOs to decide what

[00:53:04] [SPEAKER_04]: you know pathway they take yeah I think it I'm sorry Tom real quick you know it goes back

[00:53:12] [SPEAKER_04]: to the same thing nothing has changed we just do it differently I mean back back in the day

[00:53:17] [SPEAKER_04]: when Steve Jobs went back to Apple how did he grow Apple well he turned into telling stories

[00:53:23] [SPEAKER_04]: and he grew his personal brand now they spent millions and millions of dollars doing it

[00:53:28] [SPEAKER_04]: I mean it was the same thing that Bill Gates did with Microsoft and when you think of Microsoft

[00:53:33] [SPEAKER_04]: you tend to think it could be satuted but you originally think of Bill Gates

[00:53:36] [SPEAKER_04]: you think of Steve Jobs with Apple and you got Elon Musk doing it with Tesla and Spacer

[00:53:41] [SPEAKER_04]: as his personal brand and he's out there it raises the brands of all of his companies and

[00:53:48] [SPEAKER_04]: here's the really cool thing but the great equalizer small companies can do this now too

[00:53:54] [SPEAKER_04]: because LinkedIn doesn't take millions and millions of dollars it takes a strategy

[00:53:58] [SPEAKER_04]: it takes an effort and it takes some consistency and that yeah and it's not and there's with

[00:54:05] [SPEAKER_04]: tools like we talked about with AI and you know my little self you know selfish plug

[00:54:10] [SPEAKER_04]: why we built things like our AI doppelganger and tools like audio is it they can download their

[00:54:18] [SPEAKER_04]: thoughts in something simple and get it published in a lot quicker way and they don't need to be

[00:54:23] [SPEAKER_04]: like I don't have time to do this if you think about it and there's a you see the value

[00:54:28] [SPEAKER_04]: that this can bring for all areas of your company I mean we talked to Alice talked about

[00:54:33] [SPEAKER_04]: this think about HR when they're out recruiting and somebody goes oh I know who your CEO is I see

[00:54:38] [SPEAKER_04]: him all the time are they going to be much more interested to talk to a recruiter than if they go

[00:54:43] [SPEAKER_04]: what company who it's just it's all these areas that are effective if the CEO just gets on board

[00:54:50] [SPEAKER_04]: and starts growing their personal brand sorry Tom I jumped in on you no well first of all

[00:54:55] [SPEAKER_03]: and I don't know if you're able to see Brandon on your phone but I believe I've been getting a

[00:54:59] [SPEAKER_03]: couple text messages from people asking if their comments are coming through and we're not seeing

[00:55:04] [SPEAKER_03]: them other than Bob who just has a a pass to get through that the other comments seem to be getting

[00:55:09] [SPEAKER_04]: through so I'm sorry if I'm I've got some I've got some direct messages too people tell me

[00:55:16] [SPEAKER_04]: they're commenting on my my my stream but they're not coming through so re-stream not for the wind

[00:55:23] [SPEAKER_04]: today yeah because I'm sure Daniel's got a lot of comments coming in on his feed more than

[00:55:28] [SPEAKER_03]: all of us and we're just not seeing them yeah so I apologize we're not overloaded because of the

[00:55:33] [SPEAKER_06]: celebratory episode and we got five freaking people on here you know we're breaking we're breaking

[00:55:39] [SPEAKER_03]: linked in just like you broke it so hey I have a question for everybody here as we wrap up

[00:55:47] [SPEAKER_03]: right and we can decide who gets to go first on this but we're gonna Daniel you'll be back

[00:55:53] [SPEAKER_03]: in 50 episodes you're officially invited back for 150 as well yeah so I will christie back for

[00:56:01] [SPEAKER_06]: 101 102 we need to make her a regular regular uh co-host thank you when you're out in your

[00:56:08] [SPEAKER_06]: Hawaiian shirts she's here I appreciate it you figure you gotta have a pencheter when I get somebody

[00:56:14] [SPEAKER_03]: great from you know that's right so in 50 episodes on 150 what are we gonna be talking about

[00:56:23] [SPEAKER_03]: as it relates to linked in some of the things that we have here what are we gonna be talking about

[00:56:29] [SPEAKER_01]: so who wants to go first I mean I can go first yeah go for it go for it AI I guarantee you will

[00:56:41] [SPEAKER_01]: be talking about it still and it would have changed I can't wait to see in a year's time

[00:56:46] [SPEAKER_01]: how we're talking about AI how much more effective it is how different it is

[00:56:50] [SPEAKER_01]: so I think that's that was an easy one that was that's not really a smart answer that's

[00:56:54] [SPEAKER_01]: that's an easy go to I think the other thing we'll be talking a lot about is b2b influencer

[00:56:58] [SPEAKER_01]: marketing on linkedin and companies paying influencers and collaborating with influencers

[00:57:03] [SPEAKER_01]: we're in an early stage now I think in a year's time that's going to be a much bigger thing

[00:57:07] [SPEAKER_02]: those are my my two cents I'll go next um I think we're going to be talking about how AI

[00:57:16] [SPEAKER_02]: has impacted revenue and maybe not in the positive way that we talked about earlier

[00:57:21] [SPEAKER_02]: um if you're a SaaS company is that's the world I live in if you're a b2b SaaS company out there

[00:57:26] [SPEAKER_02]: and you're still selling seat licenses or in that sort of manner as opposed to selling a solution

[00:57:31] [SPEAKER_02]: as AI continues to make things more efficient hypothetically you're gonna need fewer people

[00:57:37] [SPEAKER_02]: and if you're selling x today if you're selling 250 licenses of x today

[00:57:41] [SPEAKER_02]: and you need 50 fewer people 12 months from now because people are more efficient could be could

[00:57:47] [SPEAKER_02]: be sales could be operations could be finance then and you and you're in the business of selling

[00:57:52] [SPEAKER_02]: still selling seat licenses selling you know people licenses I think you need to be rethinking that right

[00:57:58] [SPEAKER_06]: now it's good I'll springboard off that I I mean AI is the obvious answer but I think it is

[00:58:07] [SPEAKER_06]: it's going to be the differentiation of how we can engage you know what how are we engaging

[00:58:14] [SPEAKER_06]: with folks whether it be with video or I mean with the advancements that are being made in AI

[00:58:20] [SPEAKER_06]: I look back like a year on posts that I made that might have leveraged some semblance of AI now

[00:58:26] [SPEAKER_06]: with what it can do from a graphics perspective a video perspective I mean you could literally

[00:58:32] [SPEAKER_06]: make a video of yourself talking about something that you never talked about and you know so

[00:58:37] [SPEAKER_06]: imagine the power though of being able to do that the right way so I think we'll

[00:58:41] [SPEAKER_06]: be talking about the different ways that are prominent to be engaging with while also continue

[00:58:48] [SPEAKER_06]: and I want to I'm going to steal this from Brandon you know the more things change the more they

[00:58:52] [SPEAKER_06]: stay the same will still be underscoring the value of the personal touch of all these elements

[00:58:58] [SPEAKER_06]: and how these are really just a conduit to get the things that we need in one which is

[00:59:02] [SPEAKER_06]: a meeting a face-to-face you know I did a show earlier this week and the theme of it was

[00:59:07] [SPEAKER_06]: really all around face-to-face is still one of my ultimate goals in any of the things that I'm doing

[00:59:15] [SPEAKER_06]: so I'm leveraging a lot of social I'm leveraging a lot of LinkedIn and sales navigator I'm doing a

[00:59:20] [SPEAKER_06]: lot of social selling to engage with clients but my goal my ideal outcome is to sit down

[00:59:26] [SPEAKER_06]: across a table from them just like it was in the old days five years ago so I think we will

[00:59:32] [SPEAKER_06]: still be talking about that a year from now it will be all the things that are available

[00:59:37] [SPEAKER_06]: the amazing things that can do but how amazing it is that we can use these to still break bread

[00:59:42] [SPEAKER_04]: with our clients all right I'll go that's good I'm going to say three things AI and I won't touch

[00:59:51] [SPEAKER_04]: it because you guys did a great job I think it'll be AI CEOs leaders on LinkedIn personal brand

[01:00:00] [SPEAKER_04]: around leaders I think that is this big secret weapon for companies right now

[01:00:08] [SPEAKER_04]: not only are we experiencing it with the with customers we're serving in FISBOM but we're seeing

[01:00:14] [SPEAKER_04]: the data and we're seeing how that that's helping and then I think I think videos and ads I guess

[01:00:21] [SPEAKER_04]: it's four things really I think video is going to become more prominent if you look at what

[01:00:27] [SPEAKER_04]: Facebook the evolution of Facebook and the evolution of Instagram and then where TikTok

[01:00:32] [SPEAKER_04]: started and where they're going it's video content and then ads and as Daniel you were saying I mean

[01:00:39] [SPEAKER_04]: we're still in that early phase but LinkedIn will be moving to more heavy on the pay-to-play

[01:00:44] [SPEAKER_04]: and the question is are companies figuring out how to do that well and right now a lot of

[01:00:51] [SPEAKER_04]: companies are failing with LinkedIn ads from from the feedback I'm hearing and talking

[01:00:55] [SPEAKER_04]: with people because they're pitching they're pitching their products and service and buy my

[01:01:01] [SPEAKER_04]: stuff and they're still trying to get people to go to a landing page and fill out a form

[01:01:05] [SPEAKER_04]: and we're just we're scrolling right past that because we smell it a mile away

[01:01:10] [SPEAKER_04]: but that new style of video true thought leadership personal branding building community at

[01:01:19] [SPEAKER_04]: scale and leveraging paid ads like like I talked about earlier I think that's going to keep increasing

[01:01:26] [SPEAKER_04]: because the ROI is there and it's not that expensive and it's producing really well

[01:01:33] [SPEAKER_03]: yeah I'll add my two cents on this to dovetail on this I think in 50 weeks we're going to be

[01:01:39] [SPEAKER_03]: talking significantly about pay-to-play and I owned a marketing agency at the time when Facebook

[01:01:45] [SPEAKER_03]: kind of transitioned from that organic to that paid world and so I kind of lived it from the from my

[01:01:52] [SPEAKER_03]: clients and my customers at that time and it was a for the people who figured it out it was a huge

[01:01:57] [SPEAKER_03]: advantage for the people who didn't figure it out they wasted a lot of money and then they said

[01:02:02] [SPEAKER_03]: Facebook doesn't work anymore right so it definitely kind of weeded out some of the

[01:02:07] [SPEAKER_03]: but I think if you combine the if you combine quality of content as we've talked about with

[01:02:14] [SPEAKER_03]: a good paid strategy which is not just to buy my stuff because you think of ad I got to put buy my

[01:02:20] [SPEAKER_03]: stuff I think there will be a real opportunity here and I think Brandon to your point or even

[01:02:25] [SPEAKER_03]: about talking about CEOs and so forth I think it will give an opportunity for people to jump

[01:02:30] [SPEAKER_03]: start much faster and get much more traction faster by a pay-to-play strategy versus

[01:02:37] [SPEAKER_03]: because you know you see it all the time Brandon people get so impatient oh hey how come

[01:02:41] [SPEAKER_03]: I'm not you know it takes a while organically to get the machine to to take it going if it

[01:02:47] [SPEAKER_03]: goes at all this gives an opportunity to jump start so I think pay-to-play is going to be

[01:02:51] [SPEAKER_04]: a big topic in the next 50. In Tom I think one of the things you said that's really important

[01:02:57] [SPEAKER_04]: that we got to clarify here is you said the quality of content and I'm going to piss

[01:03:01] [SPEAKER_04]: some people off and that's okay most digital marketers don't bring don't know what

[01:03:07] [SPEAKER_04]: quality content is anymore what they thought was quality content that had been working for the

[01:03:13] [SPEAKER_04]: past 10 years isn't working anymore it's it's the clicks to a gated content it's landing page

[01:03:20] [SPEAKER_04]: what works in LinkedIn. LinkedIn is more like networking event it's conversational it's not

[01:03:26] [SPEAKER_04]: pitchy and so quality content is not how do we pitch this better quality content is how do you

[01:03:33] [SPEAKER_04]: lead conversations and get people to join the conversation and talk about problems talk about

[01:03:39] [SPEAKER_04]: solutions talk about ideas and be the glue that's creating that and therefore creating that lens of you

[01:03:47] [SPEAKER_04]: as a trusted advisor because you're sharing and leading conversations that are giving trusted advice

[01:03:54] [SPEAKER_04]: and I think that's one of the big challenges right now because LinkedIn gets thrown over

[01:03:58] [SPEAKER_04]: to marketers and then marketers want to speak like a billboard at people where the sales team

[01:04:04] [SPEAKER_04]: sitting there going wait we don't talk at people we talk with people and sales people don't get

[01:04:09] [SPEAKER_04]: enough say in the type of content that's being produced and this is why a lot of the employee

[01:04:14] [SPEAKER_04]: advocacy tools failed marketing created content was talking at people giving it as a social

[01:04:20] [SPEAKER_04]: post to sales people and sales people are going I'm not posting that crap so that quality of

[01:04:27] [SPEAKER_04]: content is going to be a big thing and how people define and create quality content well and I'm

[01:04:33] [SPEAKER_03]: going to add Bob's post here you know because he gets the way into his almost valuable guest this

[01:04:38] [SPEAKER_03]: year he says that the re-engineering of sales organizations no more CROs and CROs CMOs just

[01:04:44] [SPEAKER_03]: customer departments I think that aligns with what you're just saying Brandon is it's going to

[01:04:49] [SPEAKER_03]: be focused more on the customer and less than the siloed part of the business that's there as

[01:04:54] [SPEAKER_06]: well it'll be fun to see what comes true I know the back and you've heard it here you've heard it

[01:05:01] [SPEAKER_04]: here first right so and then we have AI it'll summarize this and put it in something nice

[01:05:08] [SPEAKER_04]: this week we can save it for 50 more episodes and then recall it like a time capsule I was

[01:05:14] [SPEAKER_03]: about to say like a time capsule arts and I was so impressed of your recollection of episode 50

[01:05:22] [SPEAKER_06]: I can make you look smart I don't know how I've gone so far in my sales career like I'm just

[01:05:28] [SPEAKER_06]: I'm not that smart I'm not technically savvy but AI and social selling has been very helpful for me

[01:05:37] [SPEAKER_04]: thank god and all and the listeners out there will will make a promise we'll go look at the

[01:05:43] [SPEAKER_04]: other streams and do our best to answer questions that you asked there we're sorry that

[01:05:49] [SPEAKER_06]: restream let us down a little bit today my business week through and it looks like Lydia's out there

[01:05:54] [SPEAKER_03]: so we do want to say hi am I business partner Kevin's on and he's asking really good questions

[01:05:59] [SPEAKER_03]: we're not seeing him and I'm sorry about that but give us one what do you ask well here I'll give one

[01:06:05] [SPEAKER_03]: to you Carson that he asked uh-oh he says do all these linked in changes make a linked in right

[01:06:11] [SPEAKER_03]: for a disruption and maybe a divesture from Microsoft oh my gosh I'm not

[01:06:25] [SPEAKER_06]: if I answered that I'd probably be divested so

[01:06:30] [SPEAKER_03]: well that no matter how you answered it right exactly it's a question for discussion as we move

[01:06:36] [SPEAKER_03]: forward all right thanks everybody great great session thank you Christy good luck on your book

[01:06:41] [SPEAKER_03]: we're thank you we will keep pushing it here Daniel as always awesome we can't wait for 150

[01:06:51] [SPEAKER_04]: Daniel thank you again I know we we got on your calendar months ago to make sure we'll get

[01:06:57] [SPEAKER_04]: on your calendar now for next year so that we're busy travels do well for everybody Daniel

[01:07:02] [SPEAKER_04]: is going to be at inbound he'll be on stage there over at HUD spot and doing this thing over there

[01:07:08] [SPEAKER_04]: that'll be great treat him well in Boston welcome them into into the Boston Harbor area

[01:07:15] [SPEAKER_03]: all right well great episode 100 thanks again Carson I just want to point out at one hour

[01:07:24] [SPEAKER_06]: six minutes 37 seconds this is still shorter than the all-time longest episode with Donald Kelly

[01:07:30] [SPEAKER_06]: so we did not

[01:07:34] [SPEAKER_06]: but thanks everybody for joining us thanks for uh getting this show to 100 I mean in TV world that

[01:07:40] [SPEAKER_06]: means we would go into syndication so uh congratulations oh we start getting royalties I

[01:07:44] [SPEAKER_03]: believe so Brandon's that's part of Brandon's job he's working out those royalty deals as well

[01:07:50] [SPEAKER_03]: nice everything you gotta figure out how we're gonna sign Brandon for another under episode do I

[01:07:54] [SPEAKER_04]: need to go renegotiate with fist bump to spend more money on the show that's right I think so

[01:08:00] [SPEAKER_06]: thank you everybody and uh Daniel Christie thanks so much for being on and being a part of the show

[01:08:05] [SPEAKER_00]: with us and until next time happy thank you for joining us today on mastering modern selling

[01:08:16] [SPEAKER_00]: if you enjoyed this episode don't forget to subscribe for more insights connect with

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[01:08:26] [SPEAKER_00]: where we will continue to uncover modern strategies shaping today's business landscape

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[01:08:36] [SPEAKER_00]: modern revenue creation with fist bump where relationships social and AI meet in the buyer

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