The speakers at JumpCon laid serious knowledge on the table. If your boss didn’t let you attend or you were too engaged to take notes, here’s a recap of the top lessons from JumpCon 2019.
The Director of The Mayor’s Office of Economic and Community Development, Jamari Brown, kicked off JumpCon with an exciting update on Nashville’s booming economy. He spoke about the number of jobs, low unemployment rate, and establishing Nashville as a tech hub. Lastly, Jamari celebrated the amount of opportunity in the area and the impact that JumpCrew has made over the last three years.
Rob Henderson, CEO of JumpCrew, followed Jamari Brown by noting the exciting energy around sales and marketing, Nashville, and JumpCrew. He said that in this industry, we have to learn from each other, share ideas, and grow from everything we endure. Companies must be at the forefront of change and innovation or they will fall behind.
Regarding JumpCrew he said, “We should evaluate every day what we are doing today that will help us push forward into the future. As a brand, we need to think more about what’s going to happen tomorrow as opposed to what we did yesterday.”
JumpCrew was founded on the notion that B2B prospects are no longer buying the way that salespeople are selling. In fact, 80% of decision-makers found the product as opposed to the 20% of decision-makers who were sold to. Why is it so hard for companies to make the necessary connection to the end consumer? That’s where digital transformation comes in. If and when your company is not equipped to call on the 80% of prospects who are searching, enter JumpCrew.
Lauren Bailey: Quota Busting Sales Tactics
One slide in at JumpCon, Lauren Bailey, Founder and President at Factor 8 & #GirlsClub, had an entire slide dedicated to the fact that “Reps are getting dumber”. With that update, unemployment is down and customers are getting smarter. Customers are demanding more and it takes more to close.
The reality is, only 3% of customers trust salespeople. Because of this, sales is always an uphill battle. To compete, salespeople need confidence. Companies have to invest in their people for continued growth and learning in order to achieve this level of development. Lauren says, “You have to get to first base before you can hit a home run.” Speaking of bases, Lauren noted that a voicemail isn’t an opportunity to reach first base. “No one ever bought a damn thing from voicemail.” The purpose of a voicemail is to leave a positive brand impression and get a callback. They should always be under 20 seconds and you should always leave one.
Lauren’s voicemail class is FREE for JumpCon followers. Go to Factor8.com/jumpcon to register.
Panel: How to Build an Audience Leveraging New Channels
Panelists: Josef Spertzel, Christopher Boon, Tiara Puglisi, Nuria Iturrios, and Rahul Sabnis
This panel featured agency experts in search, media, audio, and social media discussing how businesses can use new channels like PODCasts and evolving channels like social media to build an audience around their brand.
We learned that convenience is king (think Amazon). Voice search needs to be convenient, free, and accessible. If podcasts and/or voice can easily be integrated into your life and made habitual, they’re going to be successful.
“Audio cues will replace visual cues because the visual world is saturated. For example, you probably can’t remember the last Instagram post that you liked, but you can remember the song that woke you up on your alarm this morning.” – Rahul Sabnis, EVP, Chief Creative Officer – TheStudio at iHeartMedia
Meghan Graham: Build It And They Won’t Come - Learn What To Do Next
User preferences aren’t linear and long-form content isn’t going away. Two points that Meghan Graham, Executive Strategy Director, T Brand at The New York Times, made early in her talk at JumpCon. She said that people are going to find content where they already are, they’re not going to go out of the way. This is forcing popular brands to become publishers. Because of this, users are getting smarter and have adapted banner blindness. Ads are noise. Meghan says that the value of content is how it can speak to users, be relevant to their interests and provide them with utility.
However, there are certain qualities in all good branded content. According to Meghan, these are:
- A central personality
- A unique concept, and
- A connection with the audience
Bottom line? Content starts with the user.
Panel: The Future of Publishing – What Publishing and Media Companies Need To Do To Thrive
Panelists: Eric Busby, Nancy Meyer, Gotham Sharma, Adolfo Velasquez, Chris Desrochers, and Dave Elchoness
The future of publishing panel covered moving print into digital.
Topic: Emerging business models in the publishing space
Nancy Meyer, Publisher and General Manager at Tribune Publishing, spoke about Tribune being 100% digital-first. They still print lots of newspapers but focus on the long-term when making decisions on company shifts. For example, what would make someone subscribe to the Dolphins coverage? Our columnists make Tribune different with personalization. They’re experimenting with podcasts and audio to continue making an effort to differentiate themselves in the space.
Topic: Audience extension
Dave Elchoness, Chief Technology Officer at JumpCrew, pitched in on the topic of audience extension. JumpCrew is highly focused on this concept. Up until now, publishers sell advertisers an ad in the publication. Now it’s digital. Those relationships allow a publisher to do far more for the advertiser than only put an ad in the publication (everything from display to paid search, social, etc.). We pitch to the audience to the advertiser rather than the ad on the page. So, in addition to the traditional product, they’re able to reach all the target members of the digital community with that ad. This represents how publishing is changing from delivering opportunity inside the page to delivering opportunity more holistically across the community.
On gating content, Adolfo Velasquez, Vice President & GM at JumpCrew, mentioned that you have to determine gating content in a responsible way. Is the content worth the information that they’re giving?
Gotham Sharma, Cybersecurity(InfoSec) Educator, Investor, Speaker, and Writer, said that the cybersecurity industry is defined by three things: confidentiality, integrity, and availability of information (CIA).
Eric Busby, President & CTO at CEA: AdCritter, asked, “what should publishers do to prepare for new laws?” The most important clause from GDPR is data minimization: Are we collecting purely what we need for business purposes or are we just collecting data bc we can? Do the right thing.
Panel: Culture Panel – How to Hire Motivate, and Train Staff to Build Great Culture
Panelists: Rob Solberg, Ellie Bartholomew, Eric Hazelton, Grant Barnes, Brian Trautschold, and Tyler Shepard
Culture is an extremely hot topic in the sales world. Here are some strong points made during the JumpCon culture panel:
- Roles at startups or young companies aren’t clearly defined. The proof of good culture when there’s not a clear path is retention.
- If you’re a sales leader and your main priority is anything other than culture, you’re missing out.
- A recipe for quality culture: Celebrate winning. You have to do it from a group standpoint. It’s easy for salespeople but what about finance, production, etc. If you celebrate with everyone, it unifies the business.
- A positive environment always leads to positive results.
- It’s all about hiring strategically and asking tough questions. When someone’s resume checks the boxes, you have to make sure they fit culturally as well.
- You can’t train someone to be taller in sports. You can’t hire someone and train them to be motivated. You have to hire people with intrinsic motivation.
- On work from home and unlimited policies: You have to be ready as an organization. You cannot build a strong culture if there’s no one in the office. You have to provide flexibility, but at the end of the day, you want to have an environment that provides value for people and provides services all of which derive from a solid core; the culture.
Lavall Chichester: How Integrating Sales and Marketing Made Us Millions
To be successful in sales and marketing, you have to be strategic. Lavall Chichester, CMO at JumpCrew, relates this to his experience as a black belt fighter. Strategic thinking, problem-solving, and philosophy are essential; much like in marketing.
Lavall Chichester comments about strategy on his YouTube fight video.
At JumpCrew we root ourselves in philosophy–it binds you when things get really tough. When we began digitally transforming the company, two core areas that we had to fix were finding the right team and establishing the same goals. Aligning these two factors had a compounded positive effect on everything else.
Next, we refined our product offering. We had to ensure that we were selling a symbiotic product which is the only way for a contract to turn into a longterm relationship. JumpCrew had too many products, a lack of digital skills and process around delivering, and sales and marketing had different goals. We streamlined the products, made an efficient process, and grew the pipeline. JumpCrew now matching the path to consumer purchase.
We do everything for ourselves first so we know what to recommend to clients. If you don’t cover your basics or “best practices” as a company, you’ll never be able to innovate. Clients will always wonder why you don’t practice what you preach.
Basically, consumers are getting smarter and have options. Companies have to keep up and the #1 way to do that right now is digital transformation.
Rand Fishkin: The Next Era Of Web Marketing
Below is Rand Fishkin’s (founder of SparkToro) four summary slides with behind-the-scenes context from JumpCon. Download his slides at the bottom of the blog for the full presentation.
You should be paying attention to both mobile and desktop. If someone’s telling you to build mobile-first, fine, but don’t build mobile only. Speaking of big investments, Rand thinks it’s too early to invest in voice answers. However, if you want to do a big SEO push for featured snippets at the top of Google SERPs–he doesn’t blame you. As far as mobile apps go, if you’re not in the top 25, it’s a “no” from Rand.
Organic CTR is still high but if you can build a business, content plan, or publishing platform that benefits from zero-click purchases, you have a huge advantage. Lastly, if it is the case that the Trump administration wins again, the current investigations will proceed. Some of the others running in the race would surely drop the case against Google as it benefits their administration. Either way, the election will heavily impact SEO.
Check out Rand’s case study on zero-click Google searches.
A lot of companies that Rand sees on the authoritative content space end up double content publishing. If they have cutting edge content to push out, they also publish content with information that is already widely known as accurate. This form of publishing is very common already in the medical space.
Rahul Sabnis: The Rise of Audio – How to Leverage Audio Channels to Connect and Inspire Customers
Audio is limitless. People utilize audio to both connect and disconnect which makes it that much more powerful. Users stay connected with radio and podcasts and disconnect with music – all audio. From 1970 to 2019, the radio reach (% of the population using broadcast radio weekly) has only dropped by one percentage point.
To showcase the power of audio, Rahul Sabnis, EVP, Chief Creative Officer – TheStudio at iHeartMedia, used an image of a mountain and audio of a skier going down a mountain (with no human elements). His point was that audio applies to everyone. The audience at JumpCon was filled with different genders and races, each person making their own assumption about the type of person skiing. This level of anonymity is ideal for advertisers, as they can reach most audiences with one message vs. customizing by market. Download Rahul’s slides for more information on iHeartMedia’s involvement and essential ownership of the space.
Joe Wadlington: Why Your Marketing Campaign Will Never Go Viral
Joe Wadlington, the Creative Global Lead at Twitter, opened with, “If you have ever told anyone, “just make it go viral, you can’t come to the JumpCon afterparty.”
Joe showed examples of viral tweets and examined the elements that made them reach millions. He said that brands should go to Twitter when they want to connect, launch, and play. Twitter established itself as the most authentic social platform. People get to have conversations in real-time. Going to Twitter to launch let’s companies break their own news. Lastly, brands can and are encouraged to have fun on Twitter. The most successful Twitter campaigns often show the witty, irreverent, and human sides of a brands’ personality.
Pro tip from Joe: Whatever the most human version of your brand is, use that voice on Twitter. For many brands that go viral, that’s sassiness.
Max Stossel: Feeding The Algorithm
Poet + Filmmaker, Max Stossel, wrote a poem/talk on using technology responsibly–specifically regarding the online social media space. His main point which resonated with the room was that we have to be more thoughtful with how we design algorithms and applications. Currently we build apps and algorithms to capture our attention and keep us focused on meaningless things. These skills could be put to building and designing things that help heal the world and fix real problems.
Panel: Welcome To Our Table – Women In The Workplace
Panelists: Candace Warner, Lauren Bailey, Jacqueline Hayes, Christy Pruitt-Haynes, and Jamie Dunham
The women’s panel at JumpCon covered everything from equal pay to having a male mentor. Which, by the way, is something the panel agreed is a positive idea. So many organizations say “two heads are better than one” but that’s only the reality if the two heads are saying different things. Otherwise, there’s just one voice saying the wrong thing louder.
Another interesting suggestion that came from the panel is to look at the copy on your sales pages and recruiting material. Who is that copy speaking to? Phrases like “crush your quota” speak directly to men. The way to break the cycle is to be different. Asking a woman on the sales team to write the copy will set your company up for success.
A big topic of conversation was basing people’s new salaries on past salaries. The reason that it’s going to take so long for women to catch up to men’s salaries is that they’re based on old salaries. Quit asking about old salaries and pay the job based on what it’s worth in the organization.
Dr. Candace Warner, People3 Founder/CEO, asked, “How can males be advocates?” She got yes’s all around. The panel highly recommends having a sponsor and mentor that doesn’t think like you, act like you, anything. Your mentor should’ve already gained access to the rooms that you haven’t.
Lastly, the #1 thing you can do is tap a shoulder. You have to watch out for your culture. Who people are in a meeting is one thing but outside of work is real. You have to call people out when you see it, period.
Alden Mills: Learn How To Build Unstoppable Teams
Alden Mills is a professional team builder. He started as the captain of his rowing team at the US Naval Academy, continued as a three-time Navy SEAL platoon commander, then as an entrepreneur and Inc. 500 CEO.
Alden’s talk had many team-building insights and action items but the main takeaway from his talk was that successful teams always have each other’s backs. If team members don’t fiercely care about one another, the team will not succeed.
Below are quotes from Alden’s JumpCon talk with brief context:
“Teams are valuable because they’re force-multiplying effects”
Teams can accomplish more than the individuals who make up the team can alone. A team increases the effective power that you have. Using multipliers creates the ability to challenge much larger forces and succeed.
“Try to take your focus and funnel your energy into taking an action”
Alden said that what you care about decides what you focus on, and what you focus on determines your actions. Also, your ability to take repeated actions is the key to finding success.
“If you always think about the negative, you’re going to have a real problem”
You need 3-5 positive thoughts just to get back to a neutral state of mind from one negative thought.
“Once you start succeeding, don’t stop.”
Spend one-afternoon celebrating after an award, then get back to it. Success never pauses.
“A group is different than a team.”
A group has no real connection. JumpCon isn’t Jump(Conference) it’s Jump(Connections).
“The bridge that takes you from a group to a team is hard because it invites conflict.”
You must bring in a diversity of thought which can cause conflict. But in the end, conflict leads to confidence.
“Teams are built based on C.A.R.E”
“Jumps are terrifying because you’re jumping into the unknown. Anything new is unknown. This conference is a jump.”
You’re jumping because you’re all in. That’s what JumpCon is about. Going all in, all the time.
Reserve a spot at JumpCon 2020, here.