The #1 Skill Missing in B2B Marketers | The Marketing Swipe File Podcast

The #1 Skill Missing in B2B Marketers | The Marketing Swipe File Podcast


(rhythmic techno music) – Hey what’s up everybody it’s DG and I’m back with another
episode of The Swipe File which by the way I’m getting
a lot of love on Twitter, well we’re Dan you’re the man
behind the scenes in this show so we’re getting a lot of love on Twitter for the show okay which is cool. – [Dan] Yeah. – So let’s do more of it.
– [Dan] I think so. (DG laughs) – Okay so today on this episode
this is not an interview with an amazing CMO or brand leader like I’ve mentioned I’m
trying to alternate both but I wanna talk about I’ve wanted to do an episode on this little rant that I have cause I think it might
be interesting to you but this is called to me this is there is one skill that the number one skill that most B2B marketers are missing today. And I’m saying B2B
marketing because that’s the world that I live
in and feel every day and talk to the most B2B marketers about. (DG clears throat) Excuse me. And the number one skill that
most B2B marketers are missing and call me out tweet
at me follow me whatever come on the show and talk about it but the number on skill that
they’re missing is empathy. Empathy, am I using that word right? Empathy? What is the definition of empathy? Lemme Google this up. Okay empathy is by definition, it’s a noun first of all for
all you grammar people at home, it’s a noun and empathy is
the ability to understand and share the feelings of another. Okay so the reason I talk
so much about empathy is because I think there’s a huge disconnect between what actually happens as people, what we actually respond to as people, and what we actually go and
do in our jobs in marketing. And so I think about this all time because I’m a marketer
but I’m also a person and so I think in this
world of B2B marketing we send endless amounts of emails, we write a ton of content,
we make a ton of videos, we spend a ton of money on ads, we do a million webinars and events, and I think it’s just so
easy to come into your job and just become this
robot and just press send and hit play and just do a
bunch of other stuff, right? But what I want you to think about, and a thing that has helped me change the way I do marketing, is I want you to remember empathy. And so what I always think about, before I send an email,
before I send any email, before I make any podcast episode, before I make a deck or a landing page, or before I do a webinar I
always ask myself this question. Would I respond to this? And I think we get caught
up in this world of Dave you need to go and talk
to your customers, right? And you need to know your
personas and your buyer’s journey. That stuff is great but I also think that that skews us too far
in the wrong direction. You need to think about what stuff you respond to as a person. In this world today it’s 2019, right? There’s more noise than ever in the market because everybody has a
podcast, everybody has a blog, anybody can be an idiot like me and go make a podcast, right? And so it’s easier than ever
to just create more noise and add more information into the market. So we start to tune all
this stuff out right? I am a marketer. I live and breathe marketing, but I am allergic to marketing. I don’t want you to market to me, I don’t want you to sell to me, I don’t wanna see your ads, I don’t wanna click on your stuff, right? So how does that actually translate into what I’m gonna actually go
do in my day-to-day job. So I always think about empathy first. When I’m typing an email would I actually would this email stand out in my inbox? Right now I’ve done a pretty
good job on my email today, but I have 62 unread emails
today from the last two hours. Dan you probably get no email, right? Which is great. The creative team at
Drift they get no email. It’s amazing. It’s amazing. I BCC’d Michelle one of
our designers on an email the other day and she yells
for me across the room, “Dave did you mean to
BCC me on this email?” I was like I’m sure you don’t understand that’s how it works. Okay so you gotta think about,
right, think about that life. Okay I’m sure the other
people that we’re trying to market to are just like me. I have 62 unread emails. So if I’m gonna go send
you an email right now that says tomorrow 2 p.m. webinar, am I gonna open that email? Hell no. And then when I open the email and it says hello Dave
as a VP of marketing at a fast-growing SaaS company, you know that blah blah blah blah blah. That is how 99% of the emails I get in my inbox look and feel. So if I’m gonna go write an email, why not use that to my
advantage and I know that. And so I want to find
ways to get your attention and I wanna find ways to
get you to actually respond and I wanna do it in a way that would actually make me respond. So the honest answer is actually don’t think about our customers, I don’t think about a buyer’s journey, I first think about myself as a marketer what would I respond to as a human? Okay as a person. What are the ads I watch on TV? What are the ads I watch on YouTube. What are the magazine headlines that I see when I’m at Whole Foods
that I actually read and wanna go read more about, right? Think about that first
and that one little skill I promise you will then become a secret weapon to your marketing. And yes then that will help
you start more conversations with customers and create
more relevant content for them and take people down
the right buyers journey but it all starts with empathy. So think about before
you send your next email, before you make your next podcast, before you make your next video, before you do your next webinar, ask yourself would I take 45 minutes out of my day to do this. I think about this a lot
for events and webinars. Am I really gonna spend
half a day or a day and fly to San Francisco and
go to that company’s event? Probably not. So that means the hook
has to be really good. The offer has to be really good. You have to have social proof. You have to have all those things. How can you go above and beyond of what most people are doing? Think about that before you
do anything in marketing and I promise you if you can bring empathy into your marketing
you’ll get more responses, you’ll start conversations, and overall you’ll just
become a better marketer because you start thinking about what actually makes people
tick verse I have to go and do a webinar today at work, all right? Think about that, take it with you. And also just I wanna hear your feedback, tweet at me @davegerhardt lemme know what do you think about
this whole topic of empathy and do you think about
do you have empathy? Do you think about this
before you actually go and hit publish and create something? I’d love to learn more from you. Otherwise thanks for being on this show, well you’re not on the
show but you’re somewhere, you’re working out,
you’re walking to work, you’re commuting, you’re
cleaning your house. I appreciate you listening. See ya. (rhythmic techno music)

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