Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson" – Episode 274

Episode Title:
SEGMENTATION Secrets You NEVER Knew! ➕ I Hate Sharesies with Dinner Groups😡Jay’s SCOOP

Release Date:
February 14, 2025

Introduction

In Episode 274 of "Do This, NOT That: Marketing Tips with Jay Schwedelson," hosted by GURU Media Hub and presented by Marigold, Jay Schwedelson delves deep into the often-overlooked strategies of database segmentation. This episode is split into two main segments: an insightful exploration of advanced segmentation techniques for both B2B and B2C marketers, and a candid, humorous rant titled "Jay’s SCOOP" about the frustrations of sharing dishes—termed "sharesies"—during dinner outings.

SEGMENTATION Secrets You NEVER Knew!

Timestamp: [00:00] – [15:30]

Jay opens the episode by emphasizing the untapped potential within marketers' existing databases. He argues that by conducting a year-over-year (YoY) snapshot of your database, you can uncover valuable segments that significantly enhance marketing strategies and revenue opportunities.

B2B Segmentation Strategies

1. Job Title Changes:

   • Key Insight: Monitoring changes in job titles within your database can signal promotions, indicating increased responsibilities and buying power.
   • Quote:
     "Every job title change in a business database is a promotion. Segmenting out those people and targeting them with content that speaks to their career growth is a game changer." ([05:45])

2. Company Growth Analysis:

   • Key Insight: Identifying companies that have experienced significant revenue or employee growth (e.g., 25% or 50%) over the past year can highlight potential customers who are expanding and poised to invest more.
   • Quote:
     "Companies with a 25% revenue increase are in the market to buy more. Segment them, and watch your pipeline transform." ([07:20])

3. Contact Volume Changes:

   • Key Insight: Tracking the number of contacts per company year over year can reveal trends such as loss of contacts or rapid growth in contact lists, guiding account-based marketing (ABM) efforts.
   • Quote:
     "A year-over-year snapshot of contacts per company is pure gold. It tells you who to target for ABM and who might be expanding their engagement with you." ([10:15])

B2C Segmentation Strategies

1. Transition from Discounts to Full Price:

   • Key Insight: Identifying customers who have shifted from purchasing primarily with discounts to paying full price indicates brand loyalty and presents an opportunity to offer exclusive perks.
   • Quote:
     "Customers moving from discount-driven purchases to full-price buys are ascending the ladder with your brand. Reward their loyalty with VIP treatments instead of discounts." ([12:50])

2. Repeat Purchase Timing:

   • Key Insight: Analyzing changes in the frequency of repeat purchases can highlight potential issues in customer retention, signaling the need for aggressive loyalty strategies if the purchase window is lengthening.
   • Quote:
     "If the time between repeat purchases is increasing, it's a red flag. Implement loyalty-driven approaches to keep your revenue stream steady." ([14:30])

3. Day of the Week Sales Patterns:

   • Key Insight: Comparing day-of-week sales data year over year can reveal shifts in consumer buying habits, allowing marketers to optimize campaign timing for maximum engagement.
   • Quote:
     "Are your customers now buying on different days than last year? Adjust your campaign schedules to align with their current buying behaviors." ([15:00])

Jay underscores that these segmentation techniques go beyond the basics, offering a more nuanced understanding of customer behavior and business growth. By leveraging these insights, marketers can craft highly targeted campaigns that resonate more effectively with their audiences, ultimately driving better results and higher revenue.

Jay’s SCOOP: I Hate Sharesies with Dinner Groups 😡

Timestamp: [15:30] – [30:00]

Transitioning from strategic marketing insights, Jay shares a personal anecdote titled "Jay’s SCOOP," where he vents his frustrations about the concept of "sharesies"—the practice of sharing dishes during group dinners. His rant is both humorous and relatable, illustrating how this dining style can lead to dissatisfaction and unnecessary tension.

Key Points of Jay’s Rant:

1. Forced Order Compromises Personal Preferences:

   • Jay describes a scenario where, despite his desire for specific menu items, he ends up ordering less desirable options to avoid judgment from his dining companions.
   • Quote:
     "I want to get the spinach, but to avoid judgment, I settle for a lesser version. It's frustrating to not order what I truly want." ([17:45])

2. Order Initiation Hesitation:

   • The hesitancy of group members to be the first to order results in delays and unnecessary frustration at the table.
   • Quote:
     "Nobody wants to be the first to put their fork in the food. Everyone waits for someone else to break the ice, and it's incredibly annoying." ([20:10])

3. Uneven Food Distribution:

   • Jay recounts an experience where a non-participating member takes the majority of the shared dishes, leaving him dissatisfied.
   • Quote:
     "Someone who wasn't hungry ended up taking the most food from every plate. I was so angry; they didn't even participate in ordering." ([23:00])

4. Final Bites Dilemma:

   • The awkwardness of leaving one last piece on each plate leads Jay to act out by taking multiple last bites, resulting in judgment from the group.
   • Quote:
     "I wanted the last bite on multiple plates, but getting judged for it was infuriating. I just wanted to eat what I wanted." ([27:30])

5. Dessert Disappointment:

   • The introduction of dessert, particularly ice cream, exacerbates his dislike for sharesies, as it doesn't integrate well with the shared dining experience.
   • Quote:
     "They ordered ice cream, which just doesn't work with sharesies. It's disgusting and annoying. I'm done with sharesies." ([29:45])

Jay concludes his rant by declaring his retirement from the practice of sharing dishes, urging listeners to avoid sharesies in future dining experiences. His candid storytelling not only provides comic relief but also highlights the importance of personal preferences and clear communication within group settings.

Conclusion

Episode 274 of "Do This, NOT That" offers a compelling mix of advanced marketing strategies and personal anecdotes. Jay Schwedelson's deep dive into database segmentation provides marketers with actionable insights to unlock hidden opportunities and drive business growth. Concurrently, his amusing and relatable rant about sharesies adds a human touch to the episode, showcasing the balance between professional expertise and personal expression.

Key Takeaways:

• Leverage Year-Over-Year Data: Regularly analyze your database changes to identify new segments and adjust your marketing strategies accordingly.

• Target Promotions Wisely: Focus on individuals and companies experiencing growth or changes in their status to maximize engagement and revenue potential.

• Understand Customer Behavior: Monitor shifts in purchasing patterns, such as the transition from discount to full-price buys, to tailor your loyalty programs effectively.

• Personal Preferences Matter: Whether in marketing or daily life, respecting individual choices and preferences can lead to more satisfying outcomes.

Listeners are encouraged to implement the segmentation techniques discussed to elevate their marketing efforts and avoid the pitfalls of oversimplified strategies. Additionally, Jay’s SCOOP serves as a humorous reminder of the everyday challenges that can arise in social interactions.

Additional Information:

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Disclaimer: This summary is based on the transcript and information provided and aims to encapsulate the key points discussed in the episode.