Episode Transcript
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You're listening to be tob revenue acceleration, a podcast dedicated to helping software executives
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stay on the cutting edge of sales
and marketing in their industry. Let's get
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into the show. Hi, welcome
to BTB, a revenue acceleration. My
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name is Ohlemutier and I'm here today
with Oh jazz reggae from mobile ion.
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Are you doing today, O Jess, I'm good. Thanks for having me
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on. That's a pleasure. So
today we have invited you to speak about
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the power of podcasting within the tech
industry. But before we get started,
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can you please introduce yourself, as
well as your company, Mobile Ion,
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to Alice and else? Sure,
absolutely so. Mobile Iron is a mobile
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security company. We've been around for
about eleven years. We kicked off the
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company right when the first IPHONE launched
back in two thousand and seven, and
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what the company does is build a
software platform that other companies can use.
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It professionals can use to deploy applications
to their employees and make sure that the
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data is secure. So anyone who
wants to go through a mobile transformation within
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their organization would use a solution like
mobile iron. For me personally, my
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role and mobile goes a little bit
further back than that. I've been in
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mobile for twenty years now and and
it for a little bit over thirty years,
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and so it's always been gratifying to, you know, see us see
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mobile actually take hold and really fundamentally
changed the way people live and work.
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So a mobile and I'm responsible for
strategy over role, as well as a
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marketing on the full world. Thank
you very much for that. For Jess
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So, I know that you recently
launched a podcast, or the podcast rethink
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it, where you provide practical and
provocative perspectives on the future of it.
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We have lots of clients who are
asking us, particularly since we started was
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guests, but guesting for ourself,
how do you do it? Is it
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was it? Is it a good
you get writa on, etc. For,
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etceter so, lots of great question. So we saw that the best
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way to potentially also those questions but
also gets a perspective on this question,
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is to ask someone who's been doing
it himself or ask a company was been
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doing it themselves. So could you
please share with us what, first of
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all, motivated you to get started
and and what were your objective? Are
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Your objectives with running podcasts. HMM, yeah, I'm happy to do that.
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So, as you mentioned, we
just started our recent I podcast this
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year in two thousand and eighteen,
and I play the role of host,
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bringing on a variety of people from
different aspects of it and the industry who
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are experts on particular things that that
are of top of mine for seniority executives.
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So why did we decide to do
it? Because clearly it takes time,
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it takes effort, energy, money, it all those things. The
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catalyst for this was earlier in the
year we were spending a lot of time
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as an organization thinking about where do
you people will go for information, because
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there's no doubt that marketing has changed
fundamentally with the advent of digital media.
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But also there's two things that's done. That's created a lot of content,
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but it's also created a massive amount
of noise. So if you're a senior
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I t executive, which is the
type of people that that we want to
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be using our product or thinking about
our product, you don't have the time
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in your day to go and explore
a whole variety of things. You don't
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respond to the traditional data sheets or
the traditional white papers right you consume media
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in a very different way, and
so there was two aspects of US deciding
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to start the podcast. One is
a realization that the way that people are
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consuming information is fundamentally different than it
was in the past and therefore we of
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course need to evolve with that,
and secondly, realizing that podcasts themselves play
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a particular role because in this world
where so many people commute, and that's
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the key here. So many people
can, they have time in their car
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and what they consume in their car
is podcasts. So we had the opportunity
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to come up with a focus and
a format, which I can describe,
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which was short, concise and a
practical and provocative, as you said,
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insights into topics that were top of
mine for seniorized key executives, for the
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marketing people that might be listening to
this. Think about this as top of
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the funnel activity to establish thought leadership
for us as an organization. We never
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in our pot cast advertise mobile iron, right, that's not the purpose of
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the podcast. It's from mobile iron, but it's really to a help it
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professionals think a little bit differently about
your future. I think that's wonderful.
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That's really what it's all about the
slot leadership. I think it's important and
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being provocative is what probably get people
to listen to the next one as well.
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You know, I think having a
little bit of a voice out there
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and challenging potentially preconceiveeties is definitely something
that we always try to do and something
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that we believe brings value as well
as bring loyalty, if you will,
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from from from the listener, because
they almost get them excited about the next
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episode. We are a lot that
podcasting is the new blogging and I think
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you can have mentioned a few points
in your previous point around white paper and
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the traditional way of consuming information,
which is basically writing down information someone reading
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it. But we are a lot
that podcasting is the new blogging. Do
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you agree with that statement? Well, it's everything is always the new something.
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Yeah, right, I don't think
we view it that way. I
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think that we all we have multiple
senses. We have vision, we have,
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you know, site right, obviously
vision, we have our ears.
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So from from my perspective it's not
so says necessarily that it's the new blogging,
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but it's area of information dissemination and
consumption that many companies have not explored
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in the way that they should.
So it is an aspect of blogging right.
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Because what is blogging right in general? You know that that's probably an
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interesting question to write. Blogging itself
means so many different things to different people,
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but the usually what blogging is it's
an individual or an organization that has
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a particular point in view and they
want to express that point in view.
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Traditionally they've done that through, you
know, the written word. They might
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also do that through video and podcasting, of course, is a third way
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to do that, in a way
that's, you know, more amenable to,
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as I said, commute and UN
environments in which the the reading or
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the video watching is not is not
viable for folks. So I think that
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it's another part of the mix of
being able to get a message out in
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a way that individuals can consume it, and I believe that there are different
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people consume information different ways. So
it expands if someone's thinking about doing a
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podcast, it can expand the audience
that you could a potentially reach and have
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a participate in your in your content. Yeah, absolutely, what I think
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of the I guess the ides at
once you've got the content, once you
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record it, the podcast you should
be pretty straightforwart what you will take a
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little bit of time and, I
false and money, but should be pretty
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straightful what to put that into a
block pust or put that into some sort
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of Ozzal type of content. Maybe
not a video, because that's that's studden
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as all media moved together on you
would have to Redo it. But once
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you've got the recording, you can
also use it's in a differnt way or
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put it through and those are mediums
you almost give the choice to. You're
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the community, you want to talk
to, our you want to engage with
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to almost pick and choose from from
from the different medium which one is the
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most convenient for them, depending on
the time on the day and depending if
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they're commuting or not, etc.
Etc. Yeah, I think it's it's
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interest. We really see it as
a way to also engage with clients or
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with prospects of I guess people will
already engage with that. Will coming back
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to the sort of leadership that will
be engaged with us, have a chat
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with us, potentially speak with some
of our it does as well, but
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then realize that we've got all that
great content available and in different way.
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So again, when you find content. There is nothing more frustrating than the
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content being in the format you want
to play just so, for example,
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you get a video but you're in
the middle of the office and you don't
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have you I'd set on you gont
watch it so you get so it's always
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very practical to have those different medium
and that's also one of the reason why
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we are doing it. So if
I was to advise any of the technology
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vendors we walk with, and we
had a few that already came to us
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and asked us what he would take
to get started, and obviously we've got
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top perspective, but we've got a
perspective from operatics, which is slightly different
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from the business, which is slightly
different from the type of content they want
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to create and all that. But
from your perspective, from a vendor of
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perspective, but casting on the future
fait, if we are to advise any
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of our clients or partners about doing
it themselves, what would you say is
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the first pieces of the fell steps
that you would provide them? HMM,
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don't worry about the technology. The
technology is easy. That would be my
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first advice to what you have to
start with is a mindset and the host,
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and I think that that is so
essential because podcasting to blogging, to
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a traditional blog that you were talking
before videos. I like the difference between
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radio and television. Right, when
you only have voice, you have to
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grab people's attention in a very different
way than when you have the additional media
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video available, right, and and
vision. So so step number one,
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I think, is to identify who
is actually going to facilitate the podcast.
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And you may have a podcast where
is just someone talking or you may have
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an interview, which is the format
that we do. But either way that
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decision is absolutely essential because the podcast
is going to live or die based on
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how concise, how clear, how
well thought through and, frankly, how
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entertaining and interesting a facilitator and the
guests or just the the speaker are right.
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So that's number one. You've got
to figure out who the people are
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that are going to actually be providing
the content and able to talk the content
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in an expert manner. And combine
with that, there's also the mindset,
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because I do believe that many companies
fall into this trap where they think the
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podcast is a way to advertise their
materials and no one wants another ad,
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but no one wants an ad for
your company. They want to learn something.
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And so starting with a mindset that
every podcast should teach something that's a
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relevance to the audience you decide,
and then having the right voice and having
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the right personality to be able to
facilitate or lead. That is essential.
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Okay. So it's truly about the
peoples of the guests and the US.
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That, the end of the day, it is because this is all about
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connection. Content is about connection and
the beauty of the podcast versus the written
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word is you have personality and humanity
attached to it. So it's got to
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be something that connects that personality in
that humanity has to be something that connects
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with, of course, the audience
that you're targeting. Okay, and for
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the content in sets so far,
the guests. Do you have any teps
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in some of the strategy or how
you go about it? I mean do
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you do you go for potential?
I know that you are starting, so
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you probably will be avoilved with our
time, but are you planning on going
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to end use out themselves and finding
some destructive potential client that could come in
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and and share that crazy ID?
Are you looking for an that day that
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will come up with a new view. I want experts. I want experts
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who are spending time thinking about not
what's happened in the past but what's going
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to happen in the future, and
those experts can come from all different roles.
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If I think about the folks that
that we've got lined up, we've
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got you, for from multiple different
companies. We've got experts and you know,
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and like, for example, the
the person who did the original technology
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for Sirie I was working a lot
of interesting ai stuff. So in my
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mind again, it's like you're hosting
a show and you have to understand your
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audience really well and then it doesn't
necessarily matter what background the individual is that
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you're going to have on the show, but they have to have subject matter
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expertise on the topic. So normally
what I do we keep our podcast short.
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We keep them to about ten minutes
or so. Sometimes they're a little
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longer, but not much. And
I'll have a topic that me and the
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guests have talked about. So it
could be five g. what's the implication
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of five g? or it could
be blockchain beyond crypto currency. Right.
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These are the type of topics and
then we talked about what are the one
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or two key Aha points we want
to get across in the session, because
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in ten minutes you can really only
get one or two key points across.
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But we don't practice it because if
you practice it then it becomes to artificial.
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So we just know what the key
points are and we know the topic
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and it's the host responsibility to keep
it really moving and flowing effectively and as
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long as we can make those key
points have a really kind of engage back
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and forth between us, then I
feel like it's a successful podcast. Well,
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you've got it figured out. I
mean this is this is a best
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procticities best. So now we know
we're going to also benefit from that and
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I'm sure use it in the future. We do exactly the same. So
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I guess the only thing that we
try to what from our site is also
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to connect with some potential clients of
us, so also have that sort of
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interaction, you know, where you
know, kind of build up a relationship
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in the in the early stage.
But look, thanks for that. Told
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just that was very, very useful. I'm sure that conversion was very insightful
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and we donunsaw some of the question
that we asked about how do I get
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on doing podcasts? If I am
a technology vend one? I'm really in
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to find new medium to to speak
to my to my community. Now,
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if anyone wants to connect with yourself
or connect with mobile ion, what is
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the best way to get in touch? Well, you can certainly come to
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our website, which is dub dot
mobile ironcom, but we also have an
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email specifically for the podcast called rethink
at Mobile Ironcom, and so you can
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certainly send an email to that as
well and we'll get that and absolutely respond
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back. What has great. Many
thanks again for your time today. was
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wonderful to have you on the podcast. Absolutely thanks for having me. operatics
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has redefined the meaning of revenue generation
for technology companies worldwide. While the traditional
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concepts of building and managing inside sales
teams inhouse has existed for many years,
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00:13:37.230 --> 00:13:43.539
companies are struggling with a lack of
focus, agility and scale required in today's
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fast and complex world of enterprise technology
sales. See How operatics can help your
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company accelerate pipeline at operatics dotnet.
You've been listening to be tob revenue acceleration
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