The ROI of AI in sales, Here’s the ideal content length for each social network (you’re not going to like the Facebook data), What’s wrong with our YouTube channel?

0:00By the way, okay, so here, we'll start with the ROI of AI and sales. And I'm going to tell you about something I learned in a podcast yesterday that might be helpful, Neil. So anyway, so the ROI of AI in sales. So this is a study done by Gong. Shout out to Gong. Both Neil's company and my company, we both use Gong. We were not getting paid to say this. But check this out. So this case study says sales conversations about AI have increased 2200 % since November of 2022. Basically, I mean, that's when ChatGPT came out. and Gong Labs who did this case study said it's 464 % increase in number of sales emails composed by generative AI.

0:40And then the other piece here is it says the win rates have increased by 50%. That's a huge one, okay? Wow. That's what matters at the end of the day. If your win rates are going up, then the new revenue is going up. And then with the, so that win rate's 50 % is on the number of completed AI generated to do's. So that's helped the win rates go up. The other thing here is with an informed, with an AI informed deal strategy, win rates have increased by another 26 % there. And what that means is a deal strategy is with gone engaged, they actually tell you, Hey, here's who you should be following up with.

1:18Here's other stakeholders you should be talking to. Here's the, and then like, here's the emails. Like these, this is basically like, these are the things you should do. And that layers on with the to-do list as well. And then finally, with AI guidance... Before you discuss AI clients, let's back a bit. Gong is known for recording calls and telling you he's talking more and it helps analyze what helps close a deal and what is not helping closing a deal. That's right. Conversational intelligence. That's what it is. Okay. So what are the other features that they're using with AI that's helping with sales?

1:54Yeah. So with Gong, so before, so Neil's right. The base level of Gong a couple of years ago when they first launched was, hey, you did a call recorded as joining your call and you're able to coach your people, right? Like if Neil does a call, I can go in there. I can listen to it. I can see how often he's talking and I can just leave comments at those timestamps, right? Now, what Gong is doing now is it will actually transcribe the call for you and also break up the call into different sections. So let's say I'm doing a call with you. One section might be on the introduction. One might be on the offering.

2:28One might be on your challenges. One might be on the services that we're offering, right? And it'll show the next action items too. So it'll summarize things. So based on the context it draws from that call summary, it'll say, okay, these are the next action items. The to-dos are automatically created for you. and then also the follow-up emails are automatically created for you and it'll also find emails from the company that you're talking at and saying hey you should also follow up with these people um if someone else um you know if someone doesn't respond to you or something like that so it does a lot more now no cool i myself haven't used gong other than listening to the recorded calls back in the day um i know our team uses it quite heavily but i didn't know that they added all those other features.

3:12Yeah. And here's a couple other numbers and we can move on from this. So for this analysis, Gong Labs analyzed more than 1 million sales opportunities across 14, 18 sales organizations that currently use one or more AI features in Gong. Deals of all sizes were included in this study where the duration was greater than seven days, so longer sales cycles, right? We then determined, I mean, even seven days is fast. We then determined differences in the win rates by comparing deals where the sales team used AI functionality against those that didn't use AI. So long story short, we're not saying you need to use Gong for this.

3:44We are saying that we are moving into a world where, again, people are becoming more AI-assisted. So we're not saying a human is out of the loop here completely. But because of the AI-assisted assisting happening, people are having a better time winning deals and doing the activities that they should be doing. This message is brought to you by SingleGrain. SingleGrain is a marketing agency ran by yours truly. Single Grain does paid media, SEO, creative, conversion rate optimization as worked with a handful of companies, just such as Uber, Amazon, Airbnb, Salesforce, to startups, venture-backed startups, a lot of different companies.

4:21And ultimately, our mission is to do innovative marketing that drives customers. If you want to learn more, just go to singlegrain.com. Again, it's single grain, grain like wheat, and we'll see you on the other side. By the way, Neil and I have an agency owners group called the Agency Owners Association. All you have to do, just go to marketingschool.io slash agency. Once again, it's marketingschool.io slash agency to learn more. And now back to the show. And speaking of analyzing data, we had fun and we analyzed 2 ,384 ,083 pieces of content on social web to figure out. How many? 2 ,384 ,000 pieces of content to figure out the ideal length of content for each social network.

5:09So let's play a little fun game. I'm going to ask you what you think the ideal length is for each social network and different types of content. So on Instagram, if you're creating a reel for entertainment purposes, what do you think the best length is? On Instagram? For entertainment? I don't know. Like 30 seconds? 11 to 17 seconds long What about for educational content? Longer 30 to 45 seconds Close 38 to 51 seconds And carousels I know you and I have both used carousels What do you think the ideal length is Slides for a carousel? 3 7 to 10 Longer the better But number 1 and number 2 Both the top slides okay can you guys please please recording podcast with me thank you okay kids Lisa can you please watch the kids I'm on a call thank you okay Lisa will give you chocolate or something come on kids go go go go okay okay go have popsicles I'm like alright okay so that solves all problems.

6:26You give them a little sweet, which is bad, but ours is organic popsicles. They behave and leave me alone for a while. I love them, but sometimes... Let me share the story with you. This is a great spot to share the story. So I was doing a podcast interview yesterday and this guy has two kids, right? And it was Christmas time and then his daughter was playing with, wanted to play with his mom. And the mom said, go play with daddy. And then the daughter said, oh I looked at dad I was like no dad just likes to work and I was like oh man I should share this story with Neil and then at that moment it made him realize that he's like oh crap I can't work all the time my daughter complains about the same thing and then I explain to her you know those toys you like buying daddy pays for them to work and she's like you work hard but then what really hit me was this was a while ago a few months ago.

7:21My daughter was sitting at a dinner table with me and she says, dad, one day it'd be nice to eat dinner with you and you not being on your phone. You give your attention to your phone instead of me. Now I don't use my phone at dinner. And I try to hear my kids. I was like, this is what happens when you're on TikTok and Instagram and all these apps all day instead of just paying attention to what's in front of you. All right. New experiment, everyone. Neil's going to delete all those for 30 days and let us know how that goes no no no i'm not deleting them i don't use the apps myself that much now my team either content but they'll post like i try not to log onto instagram it's a big time suck yeah uh okay so carousel 7 to 10 we talked about that but what's interesting is for them to work well both slides one and two have to contain a hook not just slide one you need two hooks and that really makes carousels perform well um linkedin for short form videos what length do you think they should ideally be uh like less than a minute yeah 40 to 46 seconds long long form what's ideal length i know they cap you at 10 minutes but what do you think the ideal length i'd say like three to four minutes dude spot on it is three to four minutes texts should be if it's motivational how long do you think it should be word like or word uh like six to eight words 20 to 38 that's a lot for a quote how are you gonna read that in a that's so that's so much 20 to 38 words no it's not a lot of words like motivational quote or you know like if you're trying to that's like that's like a tweet okay fine that fits yeah And then if it is educational-based content, how long do you think people want it on LinkedIn?

9:09Educational content. Yeah. How long? Words-wise? Yeah. I think it's like, I don't know, 150 words. 291 on average. Okay. X, if it's motivational, how many words? Same. uh similar 14 to 21 yeah entertainment 9 to 35 birth uh and by entertainment a lot of this is like memes or trolling and then educational content 200 100 close 133 yeah dude tiktok for videos to be entertaining take a guess on this wait i think it's shorter it's like 9 to 10 seconds 18 to 31 seconds long and 42 to 54 seconds long for you 42 to 54 seconds long for educational youtube shorts entertaining how long do you think uh the best performing ones tend to be 10 to 20 seconds 28 to 33 seconds and 41 to 57 seconds for educational long form videos if you had to take a guess what was the average long form video that performed really well on youtube uh-huh uh i think it's got to be over five minutes you're right it's seven to nine minutes uh uh long form videos perform the best if they're an average seven uh seven minutes and nine seconds long yeah so and and facebook this is the last one we couldn't come up with any patterns we needed to analyze more data.

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13:04And based on the data that's given here, it's basically reinforcing that. One thing that Neil mentioned on the topic of hooks. So the guy I spoke to yesterday, he helped grow a company called Jubilee to 15 million subscribers across different platforms and then 5 billion views or so. So he's pretty good at YouTube, right? And I said, okay, what is the challenge? What's the problem that we have, let's say, with the podcast, right? He's like, well, it seems like you guys don't come up with the headlines and the thumbnails ahead of the podcast, the concepts, right? Because like the packaging of those matters so much and we should be aiming for like a CTR.

13:39I think at B2B, we can have lower CTRs, but he's more B2C. Seven and 10 % is what he aims for for consumer videos. I think for us, a good video would be like a 5 % to 8 % click-through rate, if not like something like way bigger. So food for thought, like we don't spend enough time on the thumbnail concepts as we should, but also because you know we have many things that we're working on so speaking of thumbnails you know who i ended up learning the av testing from vanessa lao was the last name yeah and by the way she came back to um so fast yeah her condo's been entertaining i was like oh good for you yeah and radical one of her posts that i i saw i unfollowed her when she was gone because i try to follow people who are posting and then i followed her back once i saw the content how did you even like spend the time to find out that she wasn't active so then you unfollowed her reels uh i go through my follow list like every few months and i just unfollow people who i haven't seen tons of content from interesting okay and then every few months i'll start adding it back i don't know why i'm just ocd about like emails and all these kind of things just for like cleanliness purposes my accounts can't follow too many people or i can't just have like open unread emails i don't know why it's just like a mental thing that i can get your ocd mmocd um but funny enough i saw one of her videos and then i followed her back and it was about how she wanted to not do all this in not influencer but like uh ebook courses stuff she told her i think she's engaged now her fiance at the time maybe boyfriend and he's just like we don't need a porsche we don't need a lot of these things just let's let it go and do what makes you happy i was like good for you uh but now she's back at it and she's cranking along but you know she's destined to do well she's she's uh smart and she's hard-worthy that's a good i mean i think it's good to end on on this one where she basically shut down all her businesses and she has a video on this so So she had, you know, multi seven figure business, I believe that was doing well.

15:53And, you know, she just felt like all of a sudden she was being pulled in a lot of different directions and she felt like she wasn't being herself anymore. It's like, you know, she's doing a mastermind. There's actually even a video of her asking a question when we're doing the Austin mastermind. She's asking, like, how do you start an agency? Right. And so there's just too many things going on. And then she felt like she wasn't being true to herself anymore. So she decided to shut everything down and she decided to go on sabbatical for about a year. so. And then now she's back and I think she's really thought through what she wants to do.

16:22And, you know, she she now understands that, hey, like maybe I don't need to build a multi-billion dollar business or maybe I don't need to compare myself with everyone else. And you can see she's enjoying the content that she's putting out. And I think before, like towards the end, you could see you could tell when someone's starting to get burnt out a little bit and someone isn't they maybe aren't doing what they they aren't creating a car that they don't want to create. But yeah, you can tell also when someone's happy to. So if you feel like you're on that hamster wheel right now when it comes to content, or maybe you're doing a business just because you feel like you should be doing it because other people are doing it, maybe it's time to reflect and think about what you actually want to do for the next 10 years or so.

17:01Anything else? Nope, that's it. All right, please don't forget to rate, resubscribe. It helps us grow. MarketingSchool.io slash agency. That is the agency owners association that Neil and I have created to help agency owners grow. There's an online component to it. There's a live component as well. It just depends on the size of your business. And that being said, we'll see you tomorrow.