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Martech Stacked Episode 26: The Live Video Production Suite That Professionalizes Your Livestreams - with Darryl Praill

David19th November 2020

I’m joined today by a man who describes himself by saying...

  • he’s an aggressive B2B SaaS revenue machine,
  • he manages a budget better than a miser
  • and he’s not afraid of making hard decisions. He’s the host of Inside Inside Sales and the Chief Revenue Officer at VanillaSoft - welcome to Martech Stacked, Darryl Praill.
Listen to Martech Stacked on Apple, Google Podcasts or Spotify.

Here are the 3 top tools in Darryl's current martech stack:

#1: Terminus Leading Account Based Marketing Platform - B2B marketers use Terminus to transform their organizations into full-funnel revenue generators.

#2: vMix The vMix Software Video Mixer and Switcher is the complete live video production software solution. For more information, visit vMix online today.

#3: HubSpot HubSpot offers a complete CRM platform with all the tools and integrations you need to grow better — whether you want to increase leads, accelerate sales, streamline customer service, or build a powerful website.

Full transcript:

David Bain: I'm joined today by a man who describes himself by saying he's an aggressive B2B SaaS revenue machine. He manages a budget better than a miser, and he's not afraid to make hard decisions. He's the host of INSIDE Inside Sales, and the Chief Revenue Officer at VanillaSoft. Welcome to Martech Stacked, Darryl Praill.

Darryl Praill: David, how are you doing, sir? Good to be here, my friend.

David Bain: It's great to have you on, Darryl, so thanks for coming on. You can find Darryl over at darrylpraill.com. So, Darryl, explain what VanillaSoft does and how you use marketing technology to make it better?

Darryl Praill: Oh, my friend., What does VanillaSoft do? VanillaSoft is the marketer's best friend in all irony. VanillaSoft is a sales engagement platform, and what that means is we ensure that your sales reps follow up on the marketer's MQLs, the marketing qualified leads. Fast, frequent, persistently, across multiple channels, phone, email, social, text, video. Because, the marketer hates when they go and make a lead, and then it just sits there and never gets followed up.

Darryl Praill: Or if it does get followed up, it's about a week later. And they make two or three attempts and then they come back and they say, "This lead sucks." Marketers don't like that.

Darryl Praill: VanillaSoft is the point of actually making sure the sales reps do everything the marketer wants done. Fast, persistently, multi channel to increase and maximize your chance of getting hold of the individual and doing an actual SQL process so you can move them along in the funnel.

David Bain: Okay, and in terms of marketing technology in general, how has marketing technology improved the way that VanillaSoft operates in general for the last couple of years?

Darryl Praill: Well, I don't think we're unique, maybe not everybody uses this word for us, there is a couple different ways that marketing technologies really helped us. Number one, we are a lean team and we're competing with companies that are far bigger than we are, better invested than we are as far as venture funds et cetera goes. So, marketing technology has allowed us to scale massively, well beyond what normal-sized teams can do by creating repeatable processes, nurtures, outreach programs et cetera.

Darryl Praill: It's also given us a ton of insight and intelligence on what works and what doesn't, because we don't have the same funding. Every dollar I spend has to be... I don't know, I can't afford to lose money that way perhaps some with more funding can. It's got to generate an ROI, so that means I need insights on what does my audience react to? What channels do they prefer? Where do I increase the span and where do I decrease the span? So, the marketing technology's given me that intelligence that we need.

Darryl Praill: And finally, believe it or not, it's all about brand, the marketing technology has made us way more professional. Than, if you knew me one on one, you would ever think it was possible for me to be. So, the marketing, the look and feel, the brand are coming across as a major player, believe it or not, it goes back to the marketing technology. So, those are the three areas where the tech stack has dramatically made an impact and allowed us to compete and succeed.

David Bain: I love that, so marketing technology, to a certain degree, makes it easier for smaller firms to come across as if they're a larger firm and so compete more effectively. And, perhaps because smaller firms are more agile, they might even perform better or be more efficient at making quick decisions, and implementing marketing technology than bigger firms. So, do smaller firms have an advantage over larger firms now, because of marketing technology?

Darryl Praill: That's a really good question, I would answer it two ways. One is it depends on the leader, right? So, with my team... You should never construe that I'm suggesting I'm a good leader, but with my team, one of the things I say to them is, "Take risks." The only way we're going to take down the category of leader is if we take a risk with a program, or a tactic, or a technology. That allows us to have a leapfrog in our reach, and in our penetration, and in our accomplishments which usually is measured by revenue.

Darryl Praill: So to do that, a smaller firm has the ability to kind of do that, but you don't spend a lot of money usually, because you don't have a lot of money. So you do it, and then if it doesn't work, you can change courses really fast, that's a leadership thing.

Darryl Praill: Now, where the technology comes into play, I find, is two different layers. One is the must have, we'll probably get into this. Marketing automation these days is probably a must have as an example. But, the other stuff, is where you can take a risk as a small company, because again you have that psyche, that logic, that belief that I have to take a risk to achieve. So, given a simple example, right now, we're piloting some software that I would never normally do, that allows me to have superimposed 3D images beside me on a screen. Imagine me looking at you as if it was right there beside me, like a bar chart or a pie chart or something. So we're doing videos, maybe it's a webinar, maybe it's a podcast, maybe it's a livestream. I can actually all of a sudden have this holographic image appear beside me, floating in the air.

Darryl Praill: That's the kind of stuff that is avant garde, if it doesn't work, it doesn't work. But, when you're at a larger company, they tend to have tighter controls on processes and stacks, it's just the nature of the game. Smaller company, you can take those risks. Why would I do that? I'm going to do that so that my content completely stands out and people go, "Oh my goodness, did you see what VanillaSoft is doing? No one else is doing it, that's crazy." Yes, it may only last six months before everybody else catches up. That allows me to be that risk taker that I think small companies can totally do because they're justified to do it because they're trying to become a category leader.

David Bain: Great answer, I love talking about taking detours, I love taking detours in a conversation, based upon the interesting answers that you give. And, you obviously talked about small firms being potentially more agile, or more able to compete more effectively, thanks to marketing technology. So, I'm glad I asked you about that, but let's focus now on the specific technologies that you actually use in your business. So, starting off with number three, what are your top three tools in your current Martech stack and why?

Darryl Praill: So, the top three tools, this was an interesting question. For those that don't know the show, David's awesome, he sends you some of the questions in advance which is fantastic. So, I was sitting down here this morning before getting on the show, making sure I was fresh and I had my my cup of coffee and going, "Damn, those are really good questions." And, I tell you the answers, number three for us is a solution called Terminus. Terminus is an account-based marketing platform, maybe compete against vendors like Sixth Sense or Demandbase for example. For us, that's huge because we have shifted our whole sales methodology from a rep-only handling inbound, marketing using text content, marketing, et cetera to generate inbound flows.

Darryl Praill: To augment that with an outbound program, so we've gone to what TOPO calls is a double funnel, which is a traditional dimension and ABM. Terminus allows me to make sure that my search engine marketing, my pay per click spend is specifically targeted at my audience, and allows me to take the content and the graphics and the messaging that only they want to see. And, it allows me to measure their engagement so that I can actually notify my reps, which of their named accounts, and it goes through not just from the ad if they click on the ad, it goes to the website. Alright, so they actually have the content dynamically changing on your website specific to them. So, we all know personalization works so from this case is all about the ABM, that's number three for me.

David Bain: So, I haven't actually tried Terminus before Terminus.com I see in the website. What kind of firm is the typical use case scenario? Are we talking about any B2B type company that utilities account based marketing, doesn't have to be a certain length of sales cycle to take advantage of Terminus?

Darryl Praill: Well, again Terminus is ABM, so the sales cycle is probably secondary to just the sales methodology. So, if you are... I'm going to back this up, ABM has a... And I'm quoting different analysts or any other experts, you have a three tier approach. You say, I'm going to have large accounts usually a sales rep will have upwards of five, you've named accounts a sales rep may have upwards of 40. And, you'll have industry accounts may have up to 500. And, often that splits your account executive does the five and the 40, and your SDR does the 500. So, the whole point is if that's your approach, in other words, I'm not going to sit and wait for marketing to bring me all these leads.

Darryl Praill: These Are the accounts that I want to go, they're named, I'm going after them, this is my target audience. I don't care anybody else's gravy, but these are the people I care about. If that's how you sell, then ABM - Terminus as an example, or Demandbase, or Sixth Sense. Or, anybody else in that category should be something you should be evaluating, they're going to let you be far more targeted than you could be on your own.

David Bain: And, the platform talks about integrating different advertising channels as well, you touched upon that as well. So, how targeted can advertising be to really assist with account based marketing? Is it possible, using Terminus for instance, to advertise directly to anyone within that individual firm that you're targeting?

Darryl Praill: Not as it... That's a really good question, not an individual firm at the pay per click level, but you can do it at the account level. So, say IBM a nice, simple example. Right? But, once they flow through to your site, then yes, I can say, "Oh, look it's David, it's the David guy." And then, all of a sudden I can start personalizing my content. I know that they're IBM, I know that it's David, David's been here before perhaps. And then, I can say things like... There's so many ways you can do it, right. You can do on the website. "David, good to see you back." People who love IBM also love this case study, check it out. The chat can say, "Hey David, welcome back. What's new with us since we last talked? Last time you're here, we were talking about this? Is that what you want to do? You want to continue that conversation."

Darryl Praill: So, that whole personalization, people go, "Whoa, they know who I am." And, it allows them... Remember, people don't stay on your site long, they tend to bounce fast. So, whatever you can do to personalize, and keep them there, and keep them hooked and get that conversation going gives you more intelligence. And of course, that all flows back to the sales rep as well. So, that's really what the whole point is, is that I'm using this very targeted very personalized messaging, and engagement on the website to physically get them hooked, so I can introduce them to my sales rep.

David Bain: So, Terminus is your Martech tool number three, what is new Martech tool number two?

Darryl Praill: You're going to love this one, I bet you've never had this answer. And if you have, I'm going to be shocked. Number two, is a solution called vMix. That's V like Victor M-I-X, vMix.

David Bain: I don't think I've had the answer, however, I am actually using vMix at the moment to produce my videos, I'm well aware of vMix.

Darryl Praill: So then, you my friend understand exactly what I'm talking about... People are out there, if you don't know what vMix is, if you're not savvy, like David is. vMix is simply a video production platform, think of it as your cable news right, where you have multiple speakers. You can have lower thirds graphics, you can have cool graphics in videos in the background. You can change scenes, you can have tickers, you can have just a whole gobsmacked, a whole bunch of stuff, right. You can record local, you can go live streaming, you can do whatever you want. So vMix is everything everybody tries to make Zoom, but you're stuck with Zoom, and Zoom layout. And, pretty much if you use Zoom... Let's say you're using Zoom for your webinars, webinars are a big thing. You're using Zoom for your podcast, all right. But, guess what?

Darryl Praill: Your webinar and your podcast looks just like everybody else's, there's literally no branding, there's no personalization, there's no call to action. None, video is our number one way of engaging at VanillaSoft. We'd like to say we don't do webinars, and we don't, but we do do is live streams. All right, so we don't get... and think about this as a marketer, okay, and this is a big reason why we do it. When you use Zoom, or GoToWebinar or WebEx or any other platform, when you use that you're sending your customers to somebody else's site that you don't control the look and feel. You don't control anything, but when I use vMix, and I do live streaming - we live stream through Vimeo live stream producer. So, what that means is vMix allows me to have all my interviews, it could be just a one on one video I'm doing as part of a case study I simply want to do a, How did you use our tool? How does it look? I'm going to capture this video.

Darryl Praill: And then, I'm going to repurpose this video from my writers to go and write a case study. And then, when I launch it, I've got the written version, and I've got this wonderful little video version that's looking kick ass. That's one example. But again, we use it for our live streams, or our webinars. So, we stream it to Vimeo gives me the embed code, I put it on my own landing page, so Why does that matter? This is why it matters. Now when people come to watch my webinar, my live stream webinar they're on my site. And, if they want to poke around because people get distracted, well where are they going to poke around, they are going to poke around on my site. And, because it's my landing page, I can have any call to action, I want to get this white paper.

Darryl Praill: Here's another case study, he signed up for our free trial, you can't do any of that on Zoom. So, you're spending all this money on webinars as a great lead source. And, yet you're sending them away to somebody's site and you have no control, the look the feel the impression, the number one comment we get in our staff, is, "Oh, my gosh, you guys are world class producers. Nobody does it like you guys do." And, guess what, I can also take my guests, maybe David, you've got a piece of content, you're my guest on my live stream. You've and I can actually embed that on my landing page. So, now you're getting like, "Look at these guys, they're taking care of me." And, now you're so excited about your experience and how you look because of vMix, because we support you the call to action, on our landing page, that you promote my content that I did with you to all of your audience. So, it's not just at webinar, it's the webinar that you start sharing. vMix is what makes my brand look way better, way better than anybody else.

David Bain: Great answer, I love vMix as well, I used to a few years ago use OBS, and it crashed on me a couple of times, and it's okay. But, vMix for me is very stable, relatively easy to know, obviously, there's a bit of a learning curve going on, I'm just using it at the moment to add some subtle improvements to the video that I'm producing. So, I might have tweaked the brightness, I might have delayed my audio signal very slightly just to lip sync a little bit more accurately with the video that is being produced. But, because I'm working in a temporary studio at the moment, I've got a relatively simple setup. Just now I've got a Logitech C 920, I've got a Samsung Q2U microphone. And, I recommend that to people with a decent minimum startup package to have. I know, Darryl, that you've got a Heil PR40 wonderful microphone, I usually use an RE20 electro voice microphone that I absolutely love as well, there is usually my go to microphone.

Darryl Praill: Love the RE20.

David Bain: Yeah, love that one too, it's so important, as a content producer nowadays to be aware of the quality of the content that you're producing. One thing that I've touched on beforehand, that I'll just say to you as well is that I don't believe that your competitor nowadays is just who does the same things as you do in terms of the products and services that you produce. Your competitors nowadays are whoever captures your consumers' attention. And, that could be Netflix, it could be the BBC, it could be other media publishers, because whoever whoever can are capturing your consumers attention, then they're not consuming your website, your content that you're producing. And if you immediately go to your content, and your sound quality is highly inferior to the content that they're used to consuming, they're going to go off that straightaway.

David Bain: So as you're saying, use vMix, use quality content production materials, and you'll capture people for a much longer period of time.

Darryl Praill: I'll give you one quick example on another use case, we have massive engagement ourselves, and our designated spokespeople within the company on social media platforms, especially LinkedIn. So, when you get to LinkedIn, and you've got this, maybe it's a 30, 60, 90, 2 minute vignette clip, a promo of a video you did, or a webinar you did, or a podcast you did. And, you've got that kick ass look and feel, that that cable news quality, when they're in their stream, it's amazing. Even when we do our vMix layout, we always make sure that the lower third of our layout, of our scene is always just a solid bar. And, we use blue, vanilla soft blue, because we know that's where the captions are gonna go.

Darryl Praill: Alright, so everything is laid out for distribution, social, email newsletters, it's not just the website, that's why vMix is so important.

David Bain: Absolutely, I could keep on talking about this kind of stuff for forever almost. I just want to leave one final tip in terms of podcast or video production, if you're doing an interview type show, the way that we produce shows at Casting Cred. Is that it's essential to record everyone on a separate track, so many people record their different participants on the same track, and then when you're editing afterwards, it can be a nightmare. If someone's got a bit of background noise in there, or someone's not at the same level. As you're at, you're never going to produce a high quality audio track. But, if someone has challenges but you're recording everyone on a separate track, then you can alter the perceived volume afterwards of each track. You can also or edit background noise out completely if someone's on a separate track, so that's absolutely essential... or an essential part of producing great quality audio. Darryl I let's not stick on the production-

Darryl Praill: Do you want number one?

David Bain: -train of thoughts. Okay let's go to number one we've had number three which is Terminus, we've had number two which is vMix. What is your number one? Yes.

Darryl Praill: Number one probably a no surprise, is our marketing automation platform, we use HubSpot. We've looked at platforms like Marketo and Pardot but for us, HubSpot hits the right balance of features for price. So, it's a good tool, you don't have to use HubSpot, do use marketing automation, the ability to have the forms. It's got built in ABM if you have the right level, which we take advantage of as well. That gives us additional features, very personalized call to actions overlays, pop ups, if you will pop overs that allow us to engage with them throughout the site. Custom call to actions, the email blasting, the intelligence, and because it integrates with Salesforce.com my sales reps have access to all that visibility.

Darryl Praill: So, when I do send them a lead, or if an account based marketing lead source by Terminus comes in before they reach out to them. My rep has contacts, they know that they've been to our site, they know they've downloaded these papers, they know that they've watched these webinars. So, all that intelligence, that's what lets me scale, setting the nurtures alone is just a massive thing. So we know, oh, you want to sign up a free trial, here's your free trial nurture. Oh, you want to sign up for a webinar? Here's your webinar nurture. Oh, we haven't talked to you in six months, here's my, "Hey, are you still alive nurture." So, all of that is on autopilot once it's set up. And then, I can personalize that based on personas, job titles, etc. All of that allows us to have the right message in front of the right audience. We set it, we forget it, that's what lets me scale, plus it gives me the games the insights that I need to do our job.

David Bain: So, do you also use HubSpot to publish blog posts, or other pages in your site as well?

Darryl Praill: So, we don't use HubSpot for the blog posts, we use WordPress. We do use HubSpot for their pillar pages and all the SEO juice that goes with it. So the idea creation, figuring out the tags, and we supplement that with other SEO tools as well. We use Ahrefs, BuzzSumo, et cetera. But, for the pillar pages... And, the pillar pages are our number one performing webpages on the site, so that's all HubSpot. And, that gives us immediate intelligence, which is fantastic.

David Bain: One other tool that you also mentioned was Pardot, now is that a tool that you were using beforehand, and were you deciding between another tool and HubSpot before you actually chose to go with HubSpot?

Darryl Praill: That's a great question, so I have used Pardot before in the past and I have used Marketo. In fact, I was customer number 40 for Marketo, once upon a time, and that was a hellish awful experience. Never be customer number 40, just so you know the product is way too rough around the edges. In my case, when I joined the company, I joined the company three years ago. It's funny because my CEO, who had hired me I hadn't started yet. I was a couple weeks out, he calls me up and he says, "Okay, we had HubSpot for a year, it's coming up for renewal after one year, we haven't done a lot with it. You're the new CMO at the time, is that what you want? Do you want us to renew it or not?" And I'm like, "Yeah, it's great, because I've got a lot of experience with it."

Darryl Praill: Pardot is owned by Salesforce, so if you're all in on the Salesforce ecosystem, 100% then go Pardot. It's a fantastic tool, it really truly is. So for us, we weren't, at the time we weren't even using salesforce.com. So, for us HubSpot made the right sense, and we knew CRM is going to be in our future. Did we want to go HubSpot CRM? We could do that, that was one avenue. If we chose to go Salesforce, we didn't have the integration. So again, it was just for us, it struck the right balance. And, their tiered pricing, and then pricing by your contact database size gives you some flexibility. So when I joined, our contact database size was relatively small, they hadn't done a great job building up their opt ins. So again, that made the pricing way more affordable, we only had the Professional Edition, we didn't have the Enterprise Edition.

Darryl Praill: Now since then, we've grown and we've got a massive database, and we're on the Enterprise Edition. And yes, it costs a lot more money, but we grew into it. Now the challenge with that, like anything else, it's kind of like CRM, it becomes so instantiated in your workflow and everything you do that once you're in, if you decide a year or two down the road, you want to jump ship and go to another brand. It's going to be a pain in the behind to rip out and replace it with something else, that's the only thing you need to know.

David Bain: Yeah, great point. And, we've had a flavor of many different pieces of Martech, not just your top three that you currently use within your business. I'd like to get an understanding of how that actually impacts your content marketing strategy, how everything fits together, really. So, maybe can you give us an example of a piece of content, or some kind of sequence that you've published in the last year or so that has utilized one, or more of these technologies? And, why it was as successful as it was?

Darryl Praill: Sure. So, let me give you a real life example, and you can tell me if this is what you're looking for.

David Bain: Thank you.

Darryl Praill: Very recently, within the last month, month and a bit, we announced an acquisition, we acquired a company. So, every marketer has been down this road, whether it's a product launch, or a big announcement, in this case, it was a big announcement. So, how do you go to the world and physically say, ta-da, we've bought this company now. Because, we all know what this is going to mean, when I go and say I bought this company, I'm going to have 50 million questions. About what does that mean? Where does it fit? What's the integration? Are there any layoffs? Are you going to be doing any more hiring? Are you not competing with this person or that person? The list goes on, that's what happens when you acquire a company.

Darryl Praill: So for us, it was all about a marketing launch, and we gave ourselves two weeks. And understand, I acquired a whole second marketing team, so the two marketing teams had to come together, they never worked before. And, we had to use our marketing tech stack to do this. And, what we ended up doing was we ended up creating, as you might imagine, an FAQ document that we had to answered all those questions I just went through, and way more across development and marketing and sales and whatnot. We use the marketing automation platform to physically schedule all the emails to go out all the right time. Because we said, "On this date we're launching." And, what it was a sequence of events. So, at 9:00 we're doing this, at 9:30 we're doing this at, 10:00 we issue the news release, the same time we're emailing our customers, the same time our emailing the press, the same time or emailing our partners, et cetera.

Darryl Praill: And, every single one of them have a call to action to go to a 12:00 session, where we're going to do a live stream. And, on the live stream, we got the two CEOs, I'm the host, we've got an industry analyst, we've got a joint customer. And, we are going to live stream and walk through exactly why we had done that. So, at the same time, we turned on Terminus and said, Okay, launch all the pay per click campaigns at the same time, that says "VanillaSoft has just acquired AutoClose, what does this mean to you?" IBM in my example, right? So, we had a very multi channel campaign that was extremely targeted in sequence, it wasn't like, a seven touches in seven day sequence. This was like, seven touches in seven hours sequence, and everybody was pushed towards that live stream where we had that the content there.

Darryl Praill: And then, in the live stream, we followed up with a post live stream, thank you for attending, here's the link to the live stream. Here's some additional collateral about AutoClose about VanillaSoft, about what it means to you about the vision, and do you want a demo of it? Maybe you don't know, let us show you why we acquired this company, that resulted in over 100 free trials alone. In fact, we've published this case study it's appearing in Demand Gen report, as we speak. It was staggering, so the live stream guess what produced by vMix, all the videos we'd said the day before, we'd use social media to set send videos to over 50 industry influencers produced in vMix. All the emails, HubSpot, all the content, HubSpot, all the targeting Terminus, once you get to the website, Terminus. All right, all that information, notifying the sales reps, so that was an example of us using it all to actually do a big, big ta-da.

Darryl Praill: And, that was a point in time, but the same methodology, the same approach works across anything, whether you're in a product launch, or just you came to our site, you downloaded some content. Boom, you're in a sequence, and that's over and over and over again, it was all about brand, it was all about an ad driving them to do something. So, I'm not sure that answered your question, sir. But, you tell me.

David Bain: I like asking relatively open ended questions to see where the answer is going to go. because if you're too fixed, then you're never going to get a very interesting story. And to me, what your answer says is as a listener, the listener would be saying why is a marketer need to be making better use of strategic scheduling? Because, I think many marketers, perhaps don't plan the precise time that something is going to happen, or not everything at the same time at a certain time. And, to create a real tsunami of content, of brand awareness, if everything is done at the same time, then the end consumer is much more likely to see it. To interact with it, and to perceive the brand as being highly important, because they're seeing that brand in many different places.

Darryl Praill: The other thing that was important... I mentioned how marketing automation really allows my team to scale. And, that was the case, we were able to craft all those emails, all those communications, all those collateral pieces in advance over that two weeks and put them into the platform. And as you said, schedule them. So it wasn't like we were there on the day of going, "Oh my gosh, oh my gosh, oh my gosh, everybody go." And, freaking out and we forget something. Our biggest fear was that there would be a hiccup in HubSpot, and it wouldn't send it, but of course, that didn't happen so we were relieved.

David Bain: Marketing technology is a lot more reliable than it was 10 years ago.

Darryl Praill: There's an understatement.

David Bain: Right, Darryl let's ask, you now, as your business grows, what's an example of a process that you currently do manually, that you may wish to automate using marketing technology in the future?

Darryl Praill: So, I saw that question and I was like, "Ah, damn, that's a really good question." Because, we've actually automated a fair amount of stuff. And, the only thing that came to mind, honestly, was... There was a couple things. We never really ever seem to have the perfect reports we want, we always want more information, as you might imagine... There's two ways you can go as a marketer, or any kind of tech stack, you can be all in single vendor, so Salesforce. And, the beauty of that, is that they've done the integrations for you. But, the difficulty with that is, the marketing may not be the right marketing choice for you, or the CRM sales site may not be the right choice for your sales team. So, you take those compromises there, so the upside you get is one data backbone and some pre built analytics, which is the intelligence.

Darryl Praill: We didn't do that, we're a marketing stack, it's a federated approach. Right, we've got Salesforce, we've got HubSpot, we got Terminus, the list goes on. So, what we end up doing is a lot of manual processes to bring all this data together. Some have integrations, HubSpot to Salesforce has integration, others don't. So, now you're using tools like PieSync owned by HubSpot now, or Zapier. Or you might use IFTTT, there's so many different ways of integrating the technology. So, if I could automate anything, I would just love this super duper... I know it doesn't exist, and they've been trying this for years. This Uber integration thing that just said, Oh, leave it to me, I know how to integrate this piece of technology, with this piece of technology, because this is what you're going to want.

Darryl Praill: And, I know all the reports you're going to minimally want, and they're all there. And by the way, it's really affordable. If I could get that I would be happy, happy, happy, that doesn't exist. So, if someone's out there, and you've got that solution, today, call me, I'll be your guinea pig, I'll test it for you. Because right now, that's my biggest pain in the arse. Because, what you end up getting is you end up getting data of different aged buckets. Because, oh, this integration happens in real time, well, this one happens daily, or this one happens weekly, because it's a manual process, and we have to go in and say, "Go do it."

Darryl Praill: And so, your data is never ever quite current, and I want to react in real time on and, David Meerman Scott talks about the idea of newsjacking. And, when you have that analysis in real time, oh, look, there's a spike, because this is going on, you can go, "Oh, my goodness." And then, you can get out there in front of that, newsjack that topic, that issue with your own point of view, your own issue, your own content. And, all of a sudden you're getting picked up, and you're getting massive SEO juice and massive brand visibility. That's one example of what that real time super duper analysis across all the tech stacks would do for you. But, I know I'm dreaming, David, and I will continue to dream.

David Bain: Well, dear listener, tell Darryl, that he's not dreaming and share the piece of software that he's looking for. But, if you're not out there, if you can't do that, then Darryl let's ask you one other main key question. And, that is what is something that you have in mind, that would be a wonderful piece of marketing technology that perhaps doesn't even exist yet? And, you would love to see created?

Darryl Praill: Alright, I hummed and hawed on that, because I like to think of myself as pretty on my game when it comes to my tech stack. Because for context, I began life as a computer programmer, so I'm fairly technical. I'm like, "What doesn't exist that I haven't used, and why haven't I used it?" And, I came to me and I'm going to show my nerdy side okay. I want the Star Trek Holodeck, I want to be able to get virtual events where we're all in there, we're remotely everyplace we want to, and Zoom we're in there. Or, the Star Wars concept, right? We're all of a sudden the Holograms appear all around me, and I can talk to each of them, I can look at them. They can see me, I can see them, I'm looking at them as opposed to looking down at a screen where my damn eyes are.

Darryl Praill: That, you can get me that my live events, my one on one, sales engagements will go through the roof, especially as we all continue to work from home. So David, if you've got a Holodeck lying around, you need a guinea pig, I'm your man.

David Bain: Well, funny you say that? No. It would certainly be very useful and appealing for many people at the moment, especially with so many people having to work from home. It sounds like the kind of technology that is going to happen at some point in the future. But, who knows how many years into the future.

Darryl Praill: Yeah, I mean, they're pushing hard. We have virtual reality, we have augmented reality. The things I can do with my phone and my tablet these days are crazy. So, I don't think it's really that far away, but imagine this whole work from home thing, but you were surrounded by that? I mean, I haven't been to a conference in a year it's killing me, I was super elite status on all the airplanes, because of the in the speaking and the shows we did. And that's gone, and well, you can do certain some of that stuff on virtual meetings, that one on one interaction. That's huge, so the whole idea of a Holodeck, imagine that you could... There's your trade show, you can walk from room to room, you can still interact with people, but you're actually all different locations around the world. That's pretty slick, anyway I don't think it's gonna happen anytime soon, so I'll just keep on watching Star Trek.

David Bain: Sorry, you pause there for a second there, but you came back just towards the end, though. So, I'll just ask you, or say to you, Darryl thank you for being on, thank you for sharing so many wonderful thoughts and resources. What would you say is the one key takeaway for the listener from today's discussion?

Darryl Praill: The one key takeaway is that David is a kick ass guy, because he's using vMix, he's got an RE20 microphone. And, he talked about not just the quality, but he talked about the editing, and the power, importance of that, why you want multitrack. That is the sign of a kick ass marketer, who understands, it's just not about what people see up front. It's about the effort it took to get there, and just thinking about the editing and that fact, shows you that David is a kick ass marketer. And if, you're not thinking like David's thinking, then you're doing yourself and your brand, a massive disservice. So, I was so thrilled and delighted to see I'm not the only AV geek around, fantastic takeaway.

David Bain: Well, Darryl, you're a kick ass marketer as well, because you think of the end user in mind as well. We're using Riverside to record this, and I we've had a couple of glitches in terms of one or more of us freezing, while we're having this discussion. But, we're experienced enough to be aware of the fact that we're recording locally. So, what matters is the viewer and the product, i.e, the video or the podcast that we're producing here. So, if we carry on talking to the camera, that's what's important, because that's going to be the end product that gets consumed. If we stop in the middle of our sentence, is not going to sound right, it's going to be difficult to edit afterwards. So, you're certainly pro enough as part of this recording to acknowledge that, and produce a wonderful podcast. So, thank you so much for being a part of it today. Darryl, thank you for your time and your tips. What's the best way for the listener to find out more about you and what you do?

Darryl Praill: Lots of ways, I mean, just Google Darryl Praill, right Google Praill, P-R-A-I-L-L. You can probably find me way too many places, LinkedIn, Darrylpraill.com, Twitter, go to any of those places. And, we'll have fun, we'll connect, please do follow me I will reciprocate, I would love to have you in the network.

David Bain: Superb stuff, thank you again.


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