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Martech Stacked Episode 2: A terrific tool to help you optimize your YouTube videos - with Mark Asquith

Blog Post Author – David
David4th June 2020

Joining me for episode 2 of Martech Stacked is a man who loves what he does, and what he does - and what he does happens to be helping podcasters to achieve audio influence. He’s a podcaster, TEDx speaker and content marketer with a background in successful entrepreneurship, startups and building global marketing agencies - founder of Rebel Base Media, Mark Asquith.

Subscribe for free to listen to Martech Stacked on Apple or Android.

Here are the 3 top tools in Mark’s current martech stack:

#1: TubeBuddy YouTube optimization

#2: Funnelytics Plan, launch and optimize marketing funnels

#3: Response Suite Surveys to power-up your marketing

Mark also mentioned Captivate - his own podcast hosting service) and Geru - marketing funnel simulation software).

Full transcript:

David Bain: Joining us today is a man who loves what he does, and what he does happens to be helping podcasters to achieve audio influence. He's a podcaster, TEDx speaker, and content marketer with a background in successful entrepreneurship, startups, and building global marketing agencies. Welcome to Mark Asquith from Rebel Base Media.

Mark Asquith: Hello mate, how are you doing?

David Bain: I'm good. Thank you very much. How you doing, sir?

Mark Asquith: I'm all right. Thank you. Not bad, enjoying the sunshine. And this is my penultimate appointment for the day. So this is a good way to finish the day, dude. So, I'm doing better than I was yesterday. It was far worse.

David Bain: It's glorious weather at the moment, isn't it? No doubt someone will be listening to this when it's absolutely pouring down. Hey, ho, you can recall the days that we had. Anyway, of course, you can find Mark over at RebelBaseMedia.io. So, Mark, explain what your business does, and how you use marketing technology to make it better.

Mark Asquith: Good question. It's a funny one, because we straddle the line between using marketing technology and creating marketing technology. All that stuff that you mentioned in the intro is great, but apparently now I'm a tech guy, I don't know why, but we just make tech for podcasters. So we make a number of tools, we make a number of platforms, the primary tool that we make, Captivate.fm, which is a podcast hosting analytics and marketing platform, and productivity, which is interaction tech for podcasters, both very squarely in podcasting. And obviously that's a development from, I guess, moving from agency life into semi-technology with Podcasts Websites, which is the business that we also own in WordPress, and then purely becoming a tech company with Rebel Base Media and owning these other the two platforms.

Mark Asquith: So it's a funny one for us, because we use marketing tech in a really simplistic way. I'm not the deep marketer that I used to be like, I've had to become more of a product strategist, more of a marketing strategist, and think much more like a CMO. I'm much more like a CEO, and that's forced me into really, really using, I think, technology and ideas, and strategies that the CEO and the CMO would use. So since we've spoken last, the role has changed a heck of a lot. So we're using technology and our marketing stack has changed. Because our team's tiny, man. We bootstrapped up our platforms, in particular, Captivate, that's something that we bootstrapped up. It's been built just by the two of us, Kieran and I, and then we've recruited a team in. So, despite the growth and the speed of it, we've not even yet got a marketing team, it is me, doing what I do.

David Bain: So, essentially, you use marketing technology so that you don't have to grow so big from a team size perspective?

Mark Asquith: No, I'd love to have a team. And that's just what we're recruiting for right now. We made a very conscientious decision. I think, just to flip this on its head a little bit, I'm never a fan of replacing people with tech, I think, everything is supplemental. People supplement tech, tech supplements people. And one of the things that we always said when we built Captivate, was that we wanted to be very, very prescriptive about the type of people and when we got that type of people. So we planned out the cashflow, we planned out the growth, we were very conservative with that, and we basically said, "Look, we can recruit a marketer at this time, and we can recruit a designer at this time, and we can recruit two devs at this time, and so on."

Mark Asquith: So, no, I'm very much a people person. So we're just going through that recruitment phase, but right up until this point, the last nine months of Captivate, so we've gone from bootstrap launch right up to where we are now, and it's only taken nine months to really grow. A lot of that has been written, I guess, relying a little bit on marketing tech, but moreso relying on the people, the network, really using the personal brand and using the technology. So looking at research tools to help with networking and things like that, that's where I've been for the last nine months, which is really bizarre.

David Bain: So, maybe zeroing in on a specific aspect of your business, you mentioned networking there as well. Is that where your primary focus has been in terms of trying to make your business more efficient? And if so, what tools do you use at the moment in order to accomplish that?

Mark Asquith: Well, I think the networking side of it, I've been very, very fortunate to have built a network in podcasting, which is where we sell technology over the last few years, anyway. So that's been very much me leaning on my connections. Where I've used technology more has been a heck of a lot in researching content, heck of a lot researching very, very simple stuff. Because we were a brand new podcast hosting platform nine months ago. So we had to compete with people that have been around 10 years. So what I've been doing is researching more, a heck of a lot of content and then using network to validate some of the ideas.

Mark Asquith: So, this is going to sound really simple and really, really obvious, but the last nine months I've heavily got back into LinkedIn, and actually using LinkedIn as a marketing tool instead of a social network. So, doing a lot of strategic research on people, doing a lot of research on generally, what's been trending in the market, using some of their search tools, some of their composure tools to be able to test some articles. So, I did a lot. You won't be able to see this now, because I think I took it offline to move it into our own domain, but early on in Captivate's lifecycle, I authored a fair bit of stuff on LinkedIn to test the system and to see what got traction, so that then I could focus on that marketing angle when it came to actually producing content for the website. So there's been that.

Mark Asquith: The other thing that I've used a heck of a lot is Robin Kennedy's survey tool, which I completely forget the bloody name of, sorry, guys, I'm terrible with stuff like that. But we've been doing a lot of surveys. We've been doing a heck of a lot of surveys and really digging into the audience and what content they need, what features they need from platforms, where some of their struggles are.

Mark Asquith: I've had to take off all the hats, like you and I have spoken before about marketing, everything from Digital Marketing Radio, right through to some of the big marathon live streams that you do at the end of each year. I've had to take all those hats off, and go right back to basics, which is actually a really interesting exercise to do. This is my view, people tend to sometimes buy or think that more is better when it comes to the quantity of tools that you use. I saw someone today talking about using a new note-taking app, and I was just thinking, "Why bother? Because it's not going to help you. It's a nice pat yourself on the back way of feeling busy for a day." So it's been a back to basics approach, dude, which is probably not what you want from the content perspective, but it's been really eye opening, man.

David Bain: No, but I want to dig into what you're doing and why, what you're doing is effective. And obviously you mentioned going back to LinkedIn there as well. And that's interesting to me, because I had a conversation with Lukasz Zelezny recently as well, and he's saying his preferred social platform at the moment is LinkedIn. He's getting back into that as well. Do you have a pro account? And do you link LinkedIn up with other software to use for a CRM as well?

Mark Asquith: So again, back to basics, I canceled my pro account last year, we used to have all the workflows, and we used to link it into our CRM system. So we used to use Zoho for that. But as we became more of a software company, it became less about nurturing people through that process and almost striking while the iron is hot. So what I tend to do with that one is I'll do very strategic research on the type of people that we might want to with, not now, not six months down the line, not even 12 months, but I'm talking a year, two years.

Mark Asquith: So we've been doing a lot of business planning, and I've just basically gone through and made... It might even still be on my board behind me, a list of strategic partners that we want to build relationships with and really gone through that, and done that from a two sided approach. So, partners that we want to work with, but also very key customers. Because it's software, it is Saas, software as a service. It's not like you pitch to people, you just don't need to do that as much as you would in anything else, it's the software sells itself. But there are certain key customers that you want to get on. So I've been using it a lot for that.

Mark Asquith: And then the other piece of kit, that I mentioned earlier, was ResponseSuite, that's Robin Kennedy's software, which I forgot the name of. Been using that a heck of a lot. And then the last thing that I've been using, which has been bringing together, it sits at the middle of everything, which is mapping out a lot of funnel work with something like Geru or with Funnelytics. So we've been doing a lot of really early stage planning on things to map out actually.

Mark Asquith: Okay. Let's assume very simply we've got two markets, podcasters that haven't launched, podcasters that have launched. What do those landing pages look like? What does the funnels look like? What data do we need from them? What amount of traffic do we need to throw into each funnel based on the surveys that we've done, and based on some of the conversations that we've had with people on LinkedIn and the strategic partners? Honestly, that's how I've built the platform, that's how we've built the business. And like I said, it really is like a back-to-basics, dude.

David Bain: It sounds a lot like account-based marketing, and that is a buzz word now for effective marketing for B2B brands. And it's all about just identifying the top 100 or so businesses you want to work with, and then defining a content marketing plan, to build relationships with those people. And hopefully, I guess they'll be more comfortable with you as a brand, and then reach out to you. Do you actually do the reaching out to them, or do you publish great content and make sure they see it and hope that they reach out to you?

Mark Asquith: So our audience is the people who want to host a podcast. It's a pure numbers game with that one. So all the content we create is for those guys. What we do in terms of the influencer, and the account marketing, and the... I guess, for us, what we don't want to become is a sales company where, like you see a lot of podcast hosting platforms that have to sell ads, or they have to sell big enterprise accounts and they become pitch machines. That sounds like it's more suited to them. For us, the outreach that we've done to influencers is very, very clear, in that if we have a set of features, so for example, like we know a lot of people want to live stream, but then they will do something in podcasting as well.

Mark Asquith: So you might get someone like Sean Cannell, or someone like Nick Niemann, that wants to do something on YouTube, which is their entire channel, but they want to do something else in podcasting. Those will be the guys that we strategically work with and that we reach out to, we won't do content with them, but what we will do is highlight a feature set that makes their lives easier. And we'll do a heck of a lot of that and say, "Actually, what kind of people would they attract?" And it will be kind of people like them that are wanting to, maybe repurpose from YouTube instead of fresh record a podcast episode. So we that's when we then go back through to the survey funnel and start to say things like, "Okay, what are the barriers to you creating a podcast instead of just doing YouTube?" And inevitably you get the same answers, and we start building the content up from there, but the content is always aimed at the end user, it's always aimed at the podcaster that's ready to pay a 20 bucks, 100 bucks, whatever, 500 bucks a month for the hosting.

Mark Asquith: So for us, it's very much, because we've just come out of launch, what we did was pick some key influencers, for example, like in the UK, Andrew and Pete, content marketers. They have people on their books that want to learn content marketing for their business. So we do strategic partnerships with them. And we'll work heavily on people like Gavin Bell, people like yourself, people like Ian Anderson Gray. He was the first Captivate user ever, apart from me. Because he's got a big live streaming audience, and I could work with him on what his audience, and what he would specifically want. So it's been a real personal approach, and we're just at the point now.

Mark Asquith: So the reason that I think this is probably an interesting time to chat is that we're just at the point now where we've got to automate this stuff, or we've got to start using more tools as we recruit in. We're just starting the recruitment process now for our first dedicated marketer, at which point we-

David Bain: So you have mentioned a few tools there already. You've mentioned, Geru, you've mentioned, was it ResponseSuite? I think was the name of the survey software you're talking about there as well. Obviously you talked about LinkedIn there as well, but I think another tool as well would obviously link to all of the tools you mentioned within the show notes. But for everyone that I talked to you for the Martech Stacked Podcast, what we're trying to do is identify the top three pieces of Martech software, the most important pieces of Martech software in businesses. So for you, for the software that we talked about already, and perhaps bringing in other bits of software, what would you say is the number three, number two, and number one piece of Martech software that you're using at the moment?

Mark Asquith: I mean, apart from Captivate, which is a podcast platform we've got. The reason that I say that's Martech is that it's very analytics-driven. It gives you a lot of insights of hosting companies done. So that's a given, I've got to say that.

David Bain: Does Captivate tie nicely together with other softwares as well. For instance, do you have a really nice sequence that you can offer marketers and tie Captivate into something else, another bit of software from somewhere else that is likely to enhance what you're producing?

Mark Asquith: Yeah, definitely. So number one, yes, we've got a solid API for that. So we work with a lot of people on integrations which is great. The product that we're developing and the next phase of the product is very much aimed at people that are already marketers and want more insights into data. I mean, you've hosted a podcast forever, you know what data you get from hosts, that's not the data you get from Captivate. You get all that data, but as we move forward, you get more insights, you get everything that you'd expect to see as a marketer. But I think my number three tool, and I'm saying this purely from the perspective of using it that very much, is ResponseSuite. The amount of data, pure qualitative data, which helps share products and helps really dial in your content, that has been an absolute lifesaver.

David Bain: Just looking into ResponseSuite, then why did you choose that bit of software instead of another survey piece of software that you could have used instead?

Mark Asquith: Well, there were two reasons, primarily Robin Kennedy, I know them very well from just being around them, and they've spent a lot of time figuring out how I could use ResponseSuite and understanding my migration needs, my input needs, and what I need from that product. And the second reason that we chose that is just because it gives us the flexibility to do a heck of a lot of stuff. So what I mean by that is that all the exports are just very easily done, so we can manipulate the data really easy. It's very simple stuff, but a lot of the tools that we looked at just don't give you the ability to really get a cross section of your data and really dig into where you need to be. Because you know what it's like, a lot of it is qualitative stuff, how do you quantify qualitative data? So that's why I really like ResponseSuite. And the guys are great. The support is second to none.

David Bain: So what's your number two bit of software?

Mark Asquith: I think that's got to be Funnelytics. So the ability for me to be able to, as someone that's very busy running a and building a SaaS company, building software and looking at what tiny bits of optimization we can do, just to make sure that we are completely dialed in on what converts, and how we can up the retention rates, and not lose people after day one, after day two, after day three. That has been absolutely vital for us, because we've been able to break down a lot of the qualitative stuff that we got through from ResponseSuite. We've been able to design a lot of stuff in Funnelytics that allows us to push the right people with the right messaging, down the right place, at the right time.

Mark Asquith: A lot of marketers that I see, certainly like newer marketers that are building software, very many of them don't come from a marketing background. And my marketing knowledge, frankly, is becoming rustier as time goes on, because I'm focused on building the team and the product right now. And I think, because many people are in that situation, they go into creating funnels, they go into create marketing, they go into creating content without planning anything. So they'll stick a landing page up, they'll assume that it will work, they'll not account for any attrition, they won't account for any drop-offs, they'll assume that when someone lands on the page, that's their purchasing intent is sewn up and ready to go.

Mark Asquith: So we've used Funnelytics, not only for me to be able to plan all that stuff, but it's been really useful to educate the team, especially early on. When you've built a product, it becomes very clear to say, "Well, you just put it out there and it sells." So for a lot of the engineers, a lot of the support team, a lot of the experience team, they don't know about marketing, they've got no need to know about marketing in any depth. So to be able to illustrate that and say, "Well, look, the reason that we're spending time on this is so that we can funnel traffic into here, and this is theoretically what should happen, which results in this number of users, which is what we want as you can see." So that has been vital, especially at pre-COVID, where we were actually in the office and be able to share things, get around a screen, and get around the whiteboard, it's been absolutely vital, man.

David Bain: And again, similar kind of question, why did you choose that bit of software instead of a competing bit of software? Why was Funnelytics better than other software?

Mark Asquith: I just think their marketing is decent. They retarget,the backside off me mate! I'm on Instagram, I've got some ads today, I've got no doubt, after this I'm just thinking, "Well, this is all right, fair play, I'll give you a whirl." It's funnel software, the interface is nice, the price seems fair, and the marketing was just very good.

David Bain: What's your number one piece of Martech software that you're using at the moment?

Mark Asquith: There are a lot of almost made it, but right now it has to be TubeBuddy. So we've been doing a lot with YouTube, very, very nascent YouTube channel, very, very early days. But we've got sort of an inimitable brand approach to podcasting in the way that we set our messaging out, the way that we put everything out there in terms of the way we position the brand is very, very specific. And you know me, we've done all sorts of work together, you know what I'm like, YouTube is the best medium for me to be on outside of a podcast. So, been able to use TubeBuddy... I was with Rob at Social Media Marketing World, and he and Nick, and a few of the guys we were just talking about, "Is it worth really getting into YouTube properly?" And we came back and we did, and we've started with earnest and it's really starting to pay some dividends. And working with Rob an the TubeBuddy team has just been fantastic.

Mark Asquith: What I love about TubeBuddy is it gives you a very strong way to be proactive about your YouTube marketing so you can say, "I have to do these X amount of things pre-video, or pre-channel release or whatever." So, keyword research, title research, but he's also very good at the whole, "Dude, you forgot to do this thing, and you forgot to do this thing, and you forgot to do this thing." So things like split testing thumbnails, crazy stuff, like pining a comment. And then obviously, the analytics are fantastic, the insights that you get on your YouTube channel, I think is second to none. And again-

David Bain: I like how you're getting more serious about video as well, because you did an unboxing video recently, and I think that was great. Your set ups obviously more professional, you've thought about your background as well, where the quality of the video really is there as well. I've actually got access to TubeBuddy account as well. And I remember I signed up years ago. I think it was an AppSumo promotion, and I haven't used it that much, but you'd certainly recommend someone who is relatively active on YouTube to be using TubeBuddy all the time.

Mark Asquith: Well, I think even if you are like us, very much a nascent YouTube channel, very, very early stage, I know YouTube and I know basics of how the algorithm works, and what it's looking for, but this really gives me what I need. My goal is not to be an expert YouTube marketer. My goal, because I run the company, is to be able to have enough knowledge of everything, to be able to make educated decisions and TubeBuddy allows me to do that. TubeBuddy allows me to really say, "Right, here are the goals that I've got, here's their quickest, lowest friction way of doing some research." It's going to remind me through the process of all the stuff that I've done wrong, because you better believe there's some stuff I've done wrong. And then there will be the followup, the reactive stuff around the analytics, like I said, and some of the prompts that you get a really, really good.

Mark Asquith: And what I really like about this, you'll probably appreciate a little bit as well, it builds itself into the DOM. So you're on YouTube, it inserts elements into the actual DOM itself. So on the sidebar of YouTube, you get all of the TubeBuddy tools. So it's not like, "Wait a second, I need another app," Or "I need another extension," Or whatever, the extension embeds itself into the DOM - into the hierarchy of the page. So it's one of those tools that you forget that you've got it. It's almost like the internet, you take it for granted, but the second it goes down, you're like, "Wait a sec, where's that thing that I lean on all the time, gone?" So you've got to use it, man.

David Bain: Where does YouTube then fit into your overall content marketing strategy? Because obviously you're producing a lot of content, obviously producing a lot of podcasts as well, YouTube, probably other areas as well. What's your workflow in terms of producing videos and what's the intention behind them? Is it brand? Is it another type of content that you're primarily publishing on there? And what are you hoping to do with the traffic that finds you on YouTube?

Mark Asquith: So we've got four types of video that we've put out. We've got company stuff like when we did the IAB certification last week, that's company news, that's great. Someone Googles IAB certification, theoretically, we want to be coming up for that sort of thing. The other types of content that we put out there, educational pieces of content. It's a very short form, like what is a podcast to us? What is an RSS feed? We're still very early days with it. And the goal of that content is to be able to repurpose it. I'll do a podcast episode on it, and I will do a blog post on it, or one of the team eventually, thankfully, we'll do a blog post on it. And it becomes just this nice multichannel strategy, but with one focus, which is not to have to keep producing stuff, it's, we do one thing and we repurpose. But it's repurposed properly for the channel.

Mark Asquith: The other stuff that we put out there is we're very big on opinion pieces, like predictive opinion pieces. So my personal brand in podcasting is 'That British podcast guy', that's straight talking guy, that's going to drop an F bomb, and if he thinks it's rubbish, he's going to tell you it's rubbish. And everything that we do is very fairly appraised, but it's always very straight talking. So we use YouTube and the Rebel Base Media blog in particular, we use that for like, what's Apple doing next in podcasting? So that's very much positional stuff. It's very much the, Apple aren't going to drop you an email saying, good piece, if you're posting about what is an RSS feed. So this becomes strategic, it becomes building friendships and genuine relationships for the long term.

Mark Asquith: So we use it for that sort of stuff and really for product demos as well. So we get into the realm now of doing more product demos, and obviously industry news as well. What's interesting about that actually, David, is that we use all of our channels in the same way. So my show, The Podcast Accelerator, three times a week, it's a podcast, it's Monday, Wednesday, Friday, less than 10 minutes an episode. And you will get the same mix of content in there, education, straight talking reactions to industry news, tutorials and opinions. And the YouTube channel, the blog, they will all follow that format. So we found some buckets of content that worked really well. Obviously we worked with the SEO guys, and worked with our new marketer-

David Bain: You touched on the keyword phrases for YouTube as well there. And how easy are you actually finding it to rank videos for competitive keyword phrases that you want to drive traffic for? Because five years ago or so, I was ranking very competitive keyword phrases on YouTube, things like digital marketing, I'd had a video number one on YouTube for the phrase digital marketing for a while. But my sense is that it's more difficult to do now, partly because maybe the algorithms changed, maybe there's more competition on there. Are you actually managing to successfully rank your videos high for your target keyword phrases?

Mark Asquith: Short answer, yes, but it's a bit more complicated than that one. Because I think you're right, five years ago it was a lot different, inevitably just like Google was back in 08, 09, and things change. And I think with YouTube, certainly what we've seen is that we're finding obviously longer tail keywords are going to be more useful to us, because we can use them slightly further down the funnel. But for the broader terms, that is becoming very, very difficult. And what you're starting to see... I mean, I'm saying starting to see, like it's happened forever. There are a hell of a lot of people now getting into our space and creating videos where they've had a channel that talked about something else, and now they're, "Wait a second, podcast is kicking off. I'm going to do a channel, or a couple of videos or 10 videos, or a playlist about podcasting." Those guys are ranking so they can generate affiliate revenue.

Mark Asquith: So it's just becoming like every other search medium. We are finding that the first week or so, we rank for the broad terms, then we settle in a little bit. And we find in that we're usually for our target key phrases, if we're not at the top, we're usually a third of the way down. It's like we can't seem to get that middle ground. It's like, we're just a third of the way down, but obviously it's a really new channel.

David Bain: Do you try and seed traffic? Because I remember, again, a few years ago, what I used to do was try and drive as much traffic from other places from, actually at the time, StumbleUpon ads used to be really good. Also driving traffic from my email list and asking people to like it, to comment on it initially. And I found that initial traction would drive strong signals to YouTube, and YouTube would be more likely to rank it highly to begin with for competitive phrases in the title as always. Is that something that you've done?

Mark Asquith: Yeah. So we do do that. One of the challenges with us is that because we send so many bits of communication out there, there might be transactional emails we send for the platform, there might be emails about some of the community stuff we do in our Facebook groups, the private group for the users. Our challenge with that - and because we produce a lot of content every week, Monday, Wednesday and Friday, for my show Thursday, for a YouTube, you do a blog every week because it's a lot of content that we need to get out.

Mark Asquith: The challenge with that is fatiguing people via email or whatever sharing platforms we use, whether it's Twitter, Instagram, or whatever, we're finding that's a bit of a challenge at the minute. So we're just refactoring some of our email processes. And again, we're fortunate enough to have a new marketing person on the books coming shortly who can really take a hold of that, but short answer, yes. And we do see that, like we had the first video on YouTube about a new podcasting tool that came out, and it ranked really, really well. Sent a lot of signals to YouTube, it did really, really well. Then someone else came out with, they copied the exact title, almost verbatim, the description, the video was the same content, but they had many, many more followers and obviously they got the top spot. So we're in that annoying phase at the minute where you think, "Obviously I know I can do this," And we've got the right content, but we just don't have the channel yet, we've got to build it.

David Bain: Takes a while.

Mark Asquith: Funny to start from scratch with that, man, to be fair.

David Bain: I know, I'm doing the same as well. I mean, I've had a YouTube channel in the past that's been semi-successful, had something like 6,000 subscribers on it, but I haven't posted on it for years. And I'm thinking of starting up the medium again. And I actually think of starting with a starting with a completely different channel on there as well. And there are the pros and cons with that, but look, bring the conversation back to your business and specifically what you're thinking of doing with marketing technology. As your business is actually growing, what's an example of a process that you currently do manually that you may wish to automate using Martech in the future?

Mark Asquith: So one of the basics that we're not very good at at the minute is real deep segmentation of leads versus users when it comes to email marketing, and a lot more. We use Intercom, which is fantastic, but we're not using that to its fullest extent, we're not using AWeber, the email marketing platform to its fullest extent. So that's one of the things that is none of it's new tech, none of it's shiny exciting tech, it's just really solid tech that we know will work, but we're not using it to its fullest extent because it's just been me and Kieran building the platform out. And we've got just the basics in place. So that's one thing that we really need to overhaul and that's on the roadmap for the next quarter to really dial into that, and dig into a lot more segmentation. We know the types of people in podcasting, we know the types of people starting podcasts, our job is to segment them a lot better and we're not doing that well enough at the minute.

David Bain: Okay. Here's a question that came from my discussion with Lukasz, that I have. So what is something that you have in mind that would be a wonderful piece of marketing technology that perhaps doesn't even exist yet, but you would love to see created?

Mark Asquith: That's a good question. I think one of my challenges has always been genuine in-person networking. And I feel that even though LinkedIn exists, tech has really focused on mass marketing, big data, huge numbers so that you can analyze every little detail of it. I don't think that the personal side of it, if you think about small business, you think about an agency, you think about a marketing platform, you think about an SEO company, you think about a video production house, businesses that are easily capable of turning over four or five million a year, with only a handful of high quality clients, I think there's something missing there.

Mark Asquith: And I've always found it a challenge to find... I know the CRMs exist, but some way of actually working out from where I am outwards and say right, here are, Like you said earlier, the 100 businesses that I want in this area, here's a way of me fully connecting with them, but really pulling all of their data into one place. Here are all the Facebook bits, here's what I've done with these people, here's a new podcast fed in that they've released, here's their most recent stuff, so that you've got a real picture up to the minute, every single day, ready to go for when you start to see these people.

Mark Asquith: And again, I know that's not a sexy look at this, "Let's solve a huge problem," But I often find with technology and marketing in particular that we do focus on the online. And there are just some cracking businesses that are half a million or 400 grand that could go to a million and a half, two million with some tiny little tweaks to that process because that's really, really difficult.

David Bain: Listen mate, I could sit here discussing this kind of topic, or any kind of topic with you all day, I'm sure. But I just want to thank you for your time and your tips today, you've shared so much. Is there any last takeaway that you'd like to share with our listener, and of course, let everyone know where they can find out more about you and what you do.

Mark Asquith: I think the advice is like it was, I think the last time we spoke, maybe around Christmas time, which is pick your battles when it comes to... And I'm talking here to the small businesses and to the startups. Pick your battles, I don't think we're living in this omnichannel world anymore when it comes to small business and startup, I think we've got to pick the channels and we can only become omnichannel, we can only have these huge strategies and these huge production processes when we get bigger and we can actually do that. So I think we've got to really pick the data that matters to us, we've got to really pick the things that we can control right now and focus on those.

Mark Asquith: And we live in that world of instant gratification, we live in a world of oversharing where you start to see a competitor or you start to see another startup in a different niche, doing something that you perceive is better than you are, that is having much more growth than you, and it's easy to lose track of that. So that's just a reminder that I give to all the startups that I mentor and everyone that I've talked to. Focus on the data that you can move in the right direction and just pick the things that you can affect, and just work really hard for a lot longer than you think you need to on moving those numbers up.

David Bain: Wonderful thoughts. And of course, where can people get hold of you on online?

Mark Asquith: Well, thank you, sir. Always a pleasure to chat, just hit me up on Twitter, @MrAsquith, that's the easiest way. We can have a chat over there. I don't want to give all the websites, just tweet me @MrAsquith.

David Bain: Thanks again, mate. Great episode.

Mark Asquith: Thank you, Sir.


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