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5 Key Takeaways for the On-The-Go Marketing Executive:
- Everything you put your name on is a business card on some level, especially when it comes to creating content.
- Word of mouth is and always has been the best strategy for growth, and brands should develop specific strategies to generate it.
- Customer feedback is a gift. It should be studied and incorporated into strategy.
- Individual customer feedback stories can be misleading. It's important to study in a quantitative way.
- "Answer every customer in every channel every time, do it as quickly as possible, and use empathy." - Jay Baer

Bio:
Jay Baer (LinkedIn | Twitter) is the founder and president of Convince & Convert, an analysis and advisory firm that creates digital marketing strategies. Jay is a multi-time founder, a global keynote speaker, and multi-time author. His latest book is called Talk Triggers and it comes highly recommended from the team here at Marketing Trends.

Show Notes:
Jay's Background - (1:45)
- Jay has a background in journalism and politics.
- He happened to get involved with one of Arizona's first internet companies in the early 90's.
- Jay's first domain name was free. He sold Budweiser.com to Budweiser for 50 cases of beer.
- "Everything you put your name on is a business card on some level." - Jay Baer

Writing Process & Creating Great Content - (11:30)
- "Every time I do something, I'm trying to exceed expectations." - Jay Baer
- Impactful content marketing takes time and hard work.
- "A business book doesn't need to be written unless it answers a question that someone actually has." - Jay Baer
- Jay road tests his books as speeches first to see if it resonates with audiences.

Building a Brand - (17:00)
- Jay's most recent book was written in response to the observation that most companies do not have a strategy for generating word of mouth and don't know how to create one.
- "Word of mouth is and always has been the best strategy to grow any business." - Jay Baer
- Jay began to ask "What if you tried to do word of mouth on purpose, rather than on accident?"
- About half of word of mouth is generated online, though offline recommendations are slightly more persuasive.
- A talk trigger is an antidote to the idea that a competent product will create conversation. You have to engineer moments that people will notice and talk about.
- That's the reason Jay has Alpacas on the cover of his most recent book.
- Mentioned by Jay: Infographic from Convince & Convert about the difference between alpacas and llamas.

Feedback - (30:00)
- "Customer feedback is a gift." - Jay Baer
- When you're talking about customer feedback, you need to use data and not stories.
- "People are horrible at diagnosing their own problems. That's why we have coaches and therapists." - Ian Faison
- "Any organization that doesn't want feedback has some deep-rooted problems." - Jay Baer

Feedback
- A third of customer complaints are never answered, and this never makes anyone feel better.
- A customer you ignore is a customer you should be prepared to lose.
- "It's almost never about the money, it's about being heard." - Jay Baer
- For every 100 customers who have a problem, only 5 complain. If you hear a customer complaint, it's almost never an isolated incident.
- "Answer every customer in every channel every time, do it as quickly as possible, and use empathy." - Jay Baer
- Why does Jay keep doing this? "I want people's businesses to improve. It's an advertisement for what's possible."
- Jay's podcasts: The Talk Triggers Podcast , The Social Pros Podcast

Pardot Lightning Round - (47:30)
- Current favorite app: Formula 1 App
- Favorite one day getaway in Indiana: Museums in downtown Indianapolis
- Favorite recent book: Never Lose a Customer Again
- Campaign Jay is jealous of: Pete Buttigieg's campaign design toolkit
- Most excited about for the future of marketing: Everything is pointing to CX. The fact that it's in the driver seat is really exciting.

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

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