SPECIAL SERIES ==> 🚨 The VIPs Already Hiding In Your Database <== | BATHROOM Break #111 COLLAB: The Marketing Millennials + Do This, Not That

0:07Jay Schwedelson:Welcome to a new special series called The Bathroom Break. That extra 10 minutes, you either have to listen to marketing tips or use the bathroom or both.

0:16Daniel Murray:But I don't recommend both, but that's your choice. This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwedelson, from the Do This Not That podcast and subjectline.com. each episode in the series, we are going to go over quick tips about different marketing topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out.

0:39Jay Schwedelson:We are back with another episode of Bathroom Break, and I'm here with the Jay Schwedowson. He is coming off of a fantastic. He's tired. His eyes are, he has bags on his eyes, but what's keeping him going is the two most important things ever. Love Island and Off Campus. Which one are you loving more right now?

1:01Daniel Murray:That's a good question. The problem with Love Island is it's six episodes. The first episode was actually more than an hour. Six episodes a week is a big commitment. And Off Campus, the first few episodes were terrible. But everyone says you got to stick with it. But Love Island is really out of control. The amount of, I know this sounds so ridiculous, but everybody hooks up with everybody. body like it's it's a it's actually gross it's actually gross do you watch it no i do not watch

1:31Jay Schwedelson:love island i should i'm not you're inspiring me to watch love island but six days a week is a big

1:36Daniel Murray:commitment i can't wait the best is so you know all these people have careers some people quit their jobs when they got whatever let in but one of the women is a bikini store manager i don't think there's a better more appropriate job for somebody going love island than a bikini store manager. That is hilarious. But what's more hilarious is what we're going to talk about today. Yes, it is. So we're going to talk about, I think whether you're a business marketer, consumer marketer, whether you're a nonprofit, when we think about segmentation and we think about these VIP lists, we always make these VIP lists.

2:10Daniel Murray:Oh, these are our new buyers. These are our most frequent buyers. These are the biggest lifetime value customers we have. And we make these VIP segments and we do on the business side as well. These are the people that just came on and got onboarded. These are our VIPs. Whether you call them a VIP or whatever you call them and you treat them specially, there's other segments in your database that are also VIPs that I think you're sleeping on that can radically change the performance of your overall campaign. So I have a few, but Daniel, what do you got first?

2:40Jay Schwedelson:One of the things that I like to look at is when someone attends an event or consumes a piece of content, I like to organize that by like pain point that they're doing. So if someone has attended this event and they were interested, I want to put them on a list that's interested in that type of pain point. If someone consumes that type, I want to put them on a list of this type of pain point. Because I feel like pain point segmentation is one of the best ways to give relevant content to someone. And also, at the end of the day, you'll know when they do come and book a demo what they're actually interested in or what they're actually feeling in pain.

3:19Jay Schwedelson:So I honestly believe in-person events are the best intent signals out there because if someone's willing to take an hour at a time, pay time to do that, that's a VIP to me. To be honest, event signals are one of the most important signals out there, in my opinion.

3:38Daniel Murray:First of all, I totally agree about pain points because very rarely does someone buy a new B2B SaaS product or buy a consumer product or donate to something. If they're not frustrated by something that they're working with currently or they don't have access to something, they're trying to solve for something always. And making sure your BDRs, your salespeople are asking what that is, I think is a great call. And also what you're talking about with events is a great call. I'll give you some VIP segments that we focus on that are not related to buying that are great. So for example, if, and this is, you know, it's not lead scoring.

4:11Daniel Murray:It's not just adding more scores to your boring marketing automation garbage. I'm talking about really just looking for these segments. If someone comes to your website, for example, five times, okay, they're not doing that by accident within a certain window of time. They are VIP. If someone clicks on eight of your emails over, you know, a six month period, if someone watches a product video or multiple product videos of yours, they're not doing that by accident. And these are not just, oh, hold on a second. I'm exploding here on my Outlook. I got to shut my Outlook. Are you hearing all those noises?

4:46Daniel Murray:No, I don't hear anything. Hold on a second. Let's leave it in there. I don't care. No, what happens is, I don't know if everybody else has this, but like you're recording something and then my Outlook, I'm getting like 40 notifications about upcoming meetings. And it's making all this noise. I'm like, oh my God, I suck.

5:07Daniel Murray:All right, back to my rant. So carve out these segments. These are VIPs. Treat them like VIPs. They're actually more than your other VIPs. They're about to become customers and treat them as such. And I think it's a big fail by every marketer out there. It's like, oh, they bought something. They signed up for a demo. They're a VIP. So that's my soapbox.

5:26Jay Schwedelson:And it's also, you need to separate pre-purchase and post-purchase stuff too. I think, I honestly believe in, people don't track this as like, there's lifetime value of a customer, but there's also like lifetime value of audience. Like you want to keep like the people who are in your audience that are viewing your content, you want to keep them engaged for as long as possible because once they are ready to buy, they'll come and be ready to buy. And a lot of people only think about, oh, I need to treat my customers or people with all this respect. But every time you do something that's irrelevant or stupid and burning your list of people that potentially could buy or you're not treating them like VAPs, you are burning potential customers that could be in your funnel.

6:17Jay Schwedelson:So I think you need to treat lifetime value of audiences close to as important as customers. Because some SaaS software is like, you know, these are two different ballgames, like retention versus acquisition or two different games that you're trying to play with your audience. Like games, but you know what I'm talking about. Yeah.

6:37Daniel Murray:And I would also say that, you know, and this happens, you know, whatever products you're buying continually or SaaS products or whatever you're signed up for, you get no love after that first year or two. Right. They only you only hear from these brands or whatever when they're up for renewal. And it's it's trash. It's like, oh, you're up for renewal. We'll tell you about the new features or whatever. That is how you destroy a relationship. When somebody is with you for five years, you need to really segment out, okay, they've been with you for three years, or they've spent X amount of money.

7:09Daniel Murray:You need to carve out and really recognize the longevity. It's really easy to get 10 new clients, 10 new customers. It's really hard to have 10 customers for 10 years. You want to focus on some of the longevity of some of the people that are buying from you, subscribing from you, take your newsletter file, anyone that's been subscribed for over five years, do a special send just to those people. Stop taking everybody for granted that's in your database.

7:38Jay Schwedelson:Yeah. And there's like, uh, we went with my newsletter too. We do, we do this like regression curve and like after 11 months, if someone stays in your newsletter for 11 months or 10 months, they're, they're pretty much lifetime on your newsletter. Look at you with the regression curve. That's very fancy. If you get to a point of like 10, 11 months, that person's going to be there. And you don't want to screw up those people who have been consuming content, being in your audience, just for that. So segmenting them out on some blast that you're trying to do to get those quick sales and stuff like that might be a good idea when you're trying to keep these people who are actually loving what you're doing, believe in your mission, your content, your pain points, your whatever, but they're not ready to buy it yet.

8:30Daniel Murray:All right. So back to the original topic of horrible TV. So I know you got a small young child, so you're probably just watching Bluey or whatever, but what do you watch? What are you watching that's not Bluey? And I know you watch Harry Potter still because you're a weirdo. What are you watching that's not that?

8:48Jay Schwedelson:First of all, we're not watching Screed. So for him, But for me, it's kind of crazy because, oh, we are watching, obviously, Summer House Reunion. Oh, my God.

8:59Daniel Murray:The Summer House Reunion was crazy.

9:01Jay Schwedelson:So Summer House Reunion. Ari's a big Bravo person. So when we watch TV, it's either like, have you seen Real Housewives of Rhode Island? Are you kidding me?

9:09Daniel Murray:Real Housewives of Rhode Island is the best show in the history of television.

9:11Jay Schwedelson:Yeah. So Real Housewives of Rhode Island, we're watching Summer House Reunion. The City, In the City just came out. What are they talking about? I tried off campus, like you said. Ari's like, let's watch it. And we watched an episode and a half, and we haven't got anywhere with off campus. I'm in the middle of a lot of shows. Could I forget to go back? Like Paradise, I'm in the middle of. Oh, yeah.

9:35Daniel Murray:I watched both seasons of that. That was awesome.

9:37Jay Schwedelson:Yeah, so I'm halfway through season two of Paradise. So I'm watching some TV.

9:42Daniel Murray:You know what I realized by Real Housewives of Rhode Island? Everyone's here, like, I'm not watching. But here's what I learned. I had no idea how horrendous the accent was for people that are in Rhode Island. No offense. Well, it is offense. The accents of people in Rhode Island, it's like a Boston accent that somebody threw up on.

9:59Jay Schwedelson:Yeah. I mean, also, I didn't know, like, then Dolores from New Jersey looks exactly like that. Yeah. I swear when I first saw, I don't know if I forgot her name already, but when I saw her, I was like, that's Dolores. And then Dolores appears on the screen. I'm like, wait, they actually are friends.

10:17Daniel Murray:Right. Shocker. Well, we've lost everybody on this episode a thousand percent, but we appreciate you being here. Leave Daniel a review of the Marking Millennials or Do This, Not That or do something and don't watch any show we recommended because we don't know we're talking about later. Daniel, come on, man. I got to get back to work. Get out of there. All right. While he's still in there, this is Jay. Check out my podcast, Do This, Not That for marketers. Each week we share really quick tips on stuff that can improve your marketing and hope you give it a try. Oh, here's Daniel. He's finally out.

10:48Jay Schwedelson:Back from my bathroom break. This is Daniel. Go follow the Mark and Millet podcast, but also tune into this series. It's once a week, the bathroom break. We talk about marking tips that we just spew out and it could be anything from email, subject line to any marking tips in the world. We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out. Later.