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Marketing So Useful, People Would Pay for It: Youtility Author Jay Baer Talks to Marketing Smarts [Podcast]

Hosted By:
Kerry O'Shea Gorgone
Broadcast:
Wednesday, July 17, 2013
Length:
29:04
Rating:
This has a 5 star rating
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Jay Baer is a well-known digital marketing strategist, a sought-after speaker, and a best-selling author. He founded Convince & Convert, and has consulted with more than 700 companies on digital marketing, including Caterpillar, Nike, and Billabong. Fast Company magazine named Jay one of America's top social media consultants, and the Convince & Convert blog is ranked as a top content marketing resource.

He's the co-author of The NOW Revolution, a best-selling book about social media's impact on businesses of all sizes and types.

I invited Jay to Marketing Smarts to discuss his new book: Youtility: Why Smart Marketing is About Help not Hype. which is a New York Times best seller.'

Here are just a few highlights from our conversation.

People are making high-end purchases—cars, diamonds, horses—without ever speaking to a salesperson (8:31): "If you provide sufficient information so that all the questions that your prospect might have are answerable in a self-serve context, people will make major purchases online without have an actual interaction with a real person.... You can buy a $50,000 engagement ring online."


Customers only contact a sales rep after 60% of the purchase decision has been made (10:33): "Salespeople have to totally change their rap...and they're not, largely....They assume that you're top of the funnel, so they start off with this very general information...not recognizing that you've already done all that research."

Becoming a Youtility provides long-term benefits, but requires a long-term approach (21:25): "There's no question that this requires a cultural shift in your organization, and a lengthening of the historical time horizon by which you measure marketing success. As Gary Vaynerchuck said...'the problem with marketing today...is that everybody wants to be a hunter and nobody wants to be a farmer,' and what Youtility is, is really a book on how to farm. You have to change the way you think in your organization from 'hey, here's a coupon' to 'let us help you...and you will eventually reward us with attention and sales and loyalty and advocacy, but it takes time to do that."

My conversation with Jay covered a lot more ground, so I encourage you to listen to the entire show, which you can do above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode!

Marketing Smarts is brought to you by the MarketingProfs B2B Forum, taking place October 9-11 in Boston, Massachusetts. The 7th Annual B2B Marketing Forum is the premier event for B2B marketers worldwide. This two-day event is packed with 42 sessions, 4 keynotes, tons of networking opportunities, a lot of fun, and more B2B business smarts than you'll find anywhere else this year. Marketing's full of choices. Choose B2B.

BONUS: Use code "SMART" to get $100 off registration at mprofs.com/b2bsmart!

Music credit: Noam Weinstein.

This marketing podcast was created and published by MarketingProfs.

This episode features:

Jay Baer, author of New York Times best seller Youtility and co-author, with Amber Naslund, of The Now Revolution.

Kerry O'Shea Gorgone is director of product strategy, training, at MarketingProfs. She's also a speaker, writer, attorney, and educator. She hosts and produces the weekly Marketing Smarts podcast. To contact Kerry about being a guest on Marketing Smarts, send her an email. You can also find her on Twitter (@KerryGorgone) and her personal blog.

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Comments

  • by Luis Thu Jul 18, 2013 via web

    I just found Jay Baer's information a while ago, but I think the concept that he is handling is really powerful.

    Keep it doing!

    Regards

  • by Gracious Store Sun Jul 21, 2013 via web

    It is important to provide customers all the relevant information they need to make their purchasing decision. These information in more easily absorbed if hey are presented as relevant and informed content that teaches customers the relevance of the product and how to use the product

  • by Kerry O'Shea Gorgone Tue Jul 23, 2013 via web

    Thanks for your comments, Gracious and Luis! Jay's concepts are important ones. Consumers demand huge amounts of self-serve information now, and marketers need to be prepared to pivot!

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