The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 1 year ago

How to Reduce Zoom Fatigue and Uplevel Your Next Zoom Conference w/ Ana Raynes


In the last 6 months, when was the last time you felt the fatigue of being online?

  1. Today
  2. Yesterday
  3. Last Week
  4. All of the above

If you answered D, you are not alone! 

Today, on this episode of the B2B Revenue Executive Experience, I caught up with Ana Raynes, CEO of Simplified Impact, to discuss the power of differentiated, up-leveled Zoom events that will be remembered and reduce fatigue.

We also talked about:

  • Tips and Tricks on Up-Leveling Zoom Events
  • Patterns of Innovation During Crisis
  • Reducing Zoom Fatigue with Experiences 

For the entire interview, you can listen to The B2B Revenue Executive Experience.

If you don’t use Apple Podcasts, we suggest this link.

Is bringing that level, like justup leveling things. Right. If you want your event to be different,if you want to up level it, then it's got to look, it'sgot to look and feel different, because when you go to these conferences itlooks and feel different. You're listening to the BDB revenue executive experience, apodcast dedicated to helping executives train their sales and marketing teams to optimize growth.Whether you're looking for techniques and strategies or tools and resources, you've come tothe right place. Let's accelerate your growth in three, two, one.Welcome everyone to the BB revenue executive experience. I'm your host, Chads Anderson.Today we're talking about perhaps a positive side of the disruption we're experiencing inthe business world, the way things have changed as a result of the pandemicand what the future may hold. To help us, we have with uson a raim's, owner of simplified impact, digital marketing company, folks on smallbusinesses on A. Thank you so much for taking the time and welcometo the show. Hi, thank you for having me. So we alwayslike to do a que little ice breaker and beginning so people get a betterunderstanding of who you are. Always curious to see if we can find somethingyou know, something you're passionate about that our audience may be surprised to learnabout. You. Gosh, world that I started in maybe the fashion industry, so that that's different. Most people done, I would did ten yearsin a fashion industry as a designer and, you know, travel to China andall over the world doing fashion shows, and so that that's a little different. That that is is completely different. I've never I've never had somebody tosay that before. So I got to ask how the transition from fromfashion to digital marketing. Yeah, so I was working in Manhattan on threeseven beneath, I think it was, and one of the girls that Iwork with, her sister, looked at...

HBO and see WHO's in two thousandand three or four, and she was like, Oh, you know blogging, and I was like so what? And she was like yeah, mysister is set us at HBO. She's like yeah, I got, youknow, released I get I see new releases before they come out and Ibloke about them and then I give my opinion. I'm like, you know, in the shoes of random girls should actually become an influencers and and sinceand I was like when people care where you have to say, and shewas like how it was like, because this is really interesting. So Ispent a lot of time at HBO like this, asking her so many questions, and I was in my space at the time and I remember when facebookbecame public, I'm like, okay, there is something here and I'm goingto learn it. and honestly, that's like started. Eventually I left thefashion industry and when into full digital media, but that's that was where my interestpeak. Nice. That is a great story. Thank you. It'sa unique one. I haven't heard that one for so thank you for forsure in that. So so let's kind of talk about where we're at today. Right. So, I know I don't know about every else. Idon't like to speak for others. I know myself I'm completely exhausted by thisdamn pandemic. It's created a lot of change, a lot of opportunity,some horror stories and some great heartwarming stories, both in business and for people.So rather than talk about that right now, rather start talking about kindof what you see for the future as we go through the end of thisyear into two thousand and twenty one kind of what are your predictions for whatbusinesses, my business will need to be doing to remain effective and viable?Yeah, you know, I just didn't event with one of my clients andit was well, I mean so well done. She had a production team, she had twitcher, she had professional cameras. We did it'll be azoom and of course we had our doom hiccups in the beginning, as everybodydoes, even when you're just trying to do is do a meeting, andI think that's what it is. I think it's really bringing a professional levelthat maybe we may be missing in in...

...person. Try shows or what haveyou, to zoom and really changing things out. But I have another funwho's doing these like zoom backboards that people put on chairs, you know,because everybody's working from home, absolutely eliminate you like the kids looking for youknow, making faces. I know my daughter love to like you know,she hears me on course I make a face. So you know week.So I turned the camera off quickly, but she's still, you know,sitting there and no one continuer. But so things like that, I thinkthere's innovation. This is a really phenomenal time for innovation, and I thinkthat's the opportunity that always put on to self, right, when we retractand there's so many people that come out. I mean that's how Amazon from whathappened in two thousand and eight and so many companies that you hear about. So this is a really, really phenomenal time for some really great innovation. Yeah, and that's a great point, right. I was using that withsome of our clients. Like anybody that remembers two thousand and eight,we all thought the world was ending too, but they're companies that invested a doubledouble down, found the positive ways or places to invest. where theones that came out as the market leaders on the other side. This feelsa little bit longer than kind of maybe just because it's so present, butsame kind of disruption that we're seeing. When we talk about virtual the I'mcurious. You mentioned that this zoom event had had production crews and professional camerasand and some people will be able to pull that off. I like thebackboard are I personally find the what you call the virtual backgrounds on zoom annoying. Yeah, they're hard to look at this in unless somebody's got a greenscreen behind them and it's really crisp these, you know, somebody has on headphonesand you're getting weird artifacts and stuff. So are you working with clients tohelp them understand what it means to master the virtual environment as well askind of hey, if we're holding these events and we're recording them, thenwe have assets that can be be purposed as well, or these types ofthings that you're working with clients on? Oh, absolutely, absolutely. We'vebeen reporting everything and then we run it,... know, we turn it intoblogs and we take images. I mean, it really all we've beendoing, all of that, just, you know, reporting it and and, yeah, you know, turning it into different types of us, andso that provides I mean that's one of those things where I remember, Iknow it was only seven months ago, I remember back when we all wereallowed to have events and being rooms together and stuff. That was you know, there was a lot of relationship building that happened, but maybe not asmuch asset or long term as a creation. And so people don't have those eventsand those those trade shows, those networking events. Can't do those unlessthey're virtual. How are you suggesting companies replace that or approach it differently.I mean, I was just actually talking to a clown about this this morningbecause she's doing three days dooming round and you know, I've done some conferencesthat I would have attended. I did one just the other day on zoom. Had To tell you that I've pretty much missed many for that sessions andI was like I'll just catch the recording and when I was on it itwas great and I was like, Oh, this is so great, but Iknew, I don't know, I didn't block off my day I shouldhave and if something came up, that was a you know, like whenI'm at a location a something comes up, I find a way to like makeit not my problem. Or I don't know, maybe maybe on theown doing that, but I don't. There's this lack of urgency in andimportance. I feel like that is happening with the zoom conferences and there's alsothere are also so many. I mean so I feel like everybody is doinga conference. I don't know, I just I don't I personally am notfond of them, even though the event we did with my client was reallywell attended. But again it was a fun event. It was done verywell. Like, I wasn't on another zoom meeting, and this is whatthe client was telling you that you know, she did sit through her whole conferencefor three days and it was just...

...exhausting. And you know, Idon't know, dude, sound zooft. He's real. Yes, like,yeah, exactly, I know. I know. First Rope One. Sois. So how are there ways that you're working with clients with things thatyou're helping suggest to them that might replace those or be innovative and different froma marketing standpoint, other than trying to do, like said, everybody's doingvirtual events now and I'm I'm even to the point where I'm so tired ofbeing on camera. I don't like the even facetime my family anymore. Likeit's just I'm done. Yeah, like, so, are there other things you'reworking with clients on to to replace those? Yeah, so we Ithink, and I know you said you know you can't, not everyone cando it professionally, but I think it's bringing that level, like just upleveling things. Right, if you want your event to be different, ifyou want to up level it, then it's got to look, it's gotto look and feel different, because when you go to these conferences it looksand feel different, right. So one of the things that my client didwas a she hired one of the top chefs like her city to do likea cooking show and then in between, like she layers, she wrote thewhole scripts, like I mean, we did it together, but it wouldmost of us. It's like, okay, this is how I wanted and thenwe said, okay, this is how we're going to do it.She layered in the marketing message, the message that she was trying to comeacross, because her subject is actually quite dry and boring. But she waslike Oh, and you know, speaking of this, okay, now I'mgoing to go to my powerpoint and I'm going to talk to you guys aboutthis. And she was dressed up and, you know, there were people.It was her and three other women, you know, one of them beingthe cheff and they were having drinks and having fun and people were followingalong. That's what you got to bring to the table. And I haveanother client that's doing something similar to I feel used to have to be youhave to bring that experience, otherwise it's just another zoom meeting and that nobodywants to go to it is I understand...

...the urgency and, like every timeI see a meeting Papapa my Colendar, I'm starting to trying to figure out, all right, do I have to is this a zoom one and orcan I turn this into something where we just can talk? It becomes partof kind of the cognitive engagement with it. So I like to. I dothe cooking shows, one I hadn't heard before. The other part ofthis, though, I think also is mindset for some of these businesses andhow. Yeah, a lot of them went through survival mode right for thefirst time, three four months of this. It was crap, how am Igoing to survive? Do you work with your customers on helping them kindof reset their mindset, change their mindset to get back to a growth focus? Yeah, we do. I mean I haven't had too many clients thatare really in a panic. I really thought a lot of my I wouldsay eighty percent of my clients are be to be so they don't haven't reallyseen as much impact on their business. It's actually and it's some cases,as they you know, thrived. So I don't we do. We workon mind so I work on the same mindself with my team that we doa lot of mindset training and I do, you know, layer here and therewith clients. But yeah, I don't. I haven't had to havelike specific training. We find out people that you're doing training with your clients. It's not. Yeah, it's interesting. So it's it's not at the whatI would say the corporate level or like the organizational level, there seemsto be leadership seems to be doing a pretty good job of helping their employees. Are set set of vision so that their employees understand everything is gonna beokay, here's our plan for survival, that type of thing. Where Isee it is when we end up working with field teams, right teams thatare out trying to sell or prospect, or even some of the direct marketers, the individuals, we we've had to include a little bit more dose ofMindset Training just because of the oppressive nature...

...of the what's going on right now. So I wouldn't say at the corporate level, but with the individuals themselvesit can be can be a bit of a challenge, I think for somealthough I think everybody's kind of getting used to it, for better or forworse, just kind of the new reality, which is now turned into a clichephrase which I don't even like use, but it is the truth. Soyeah, when you work with your clients that are that are growing,because there are, you know, there are some great success stories out there, you are depending on the industry that you're in. One I keep goingback to is the fitness equipment industry because the gym shut down and I know, for example, here in Denver, Denver Fitness Gallery, they installed mygym in my house and I was talking to the president on the company andhe's yeah, my business is up three hundred and ninety eight percent. Allright, that's a big win. So, but are there other companies where youknow there's other opportunities but they're not a hundred percent sure how to capitalizeon them? Can you give us an example of how you're helping them findthese new opportunities? We have a manufacturing company who really relied on having peoplecome in and look at their equipment and make sure that it was certified beforeanybody else. It's a pretty big operation. So a crew comes in, certifiesthe machines and then they look at their certificates make sure that, youknow whatever, then they can go overhead with certain projects, whether they're militaryor they're just like really big industrial projects. And what they did was they installedcameras in their manufacturing facility all over so they could get into, youknow, the smallest details of these machines and not have to fly anybody inanymore. And I think that will stick and that's definitely a time and moneysaver for everybody. So that was really innovative of them to do that.Excellent. Excellent. And how how's business been for you through this? Forfor some fun and fact, I'd think good. It's been great. It's, you know, we're lucky now come learned, but yeah, we've been. We have been good. Be in...

...the digital space is really an advantage, for sure. Yeah, it's definitely. It's definitely playing out with some ofthe you know, the tech companies on the market, those that arefocused on the digital but the creates new challenges to like it's talked about zoomright, but people have a tendency to get used to it. Our attentionspans kind of fade and now then you get into a point where, likedirect mail people and maybe they don't want to send it stuff drever house anymore. And so there's there's things that have to change in great opportunities. Ithink a lot of it has to do with the focus, the mindset,the ability to see between the rain drops, so to speak. Is that somethingthat you're seeing a crusher client base? Yeah, for sure, absolutely,absolutely excellently. All right, so let's change direction here little bit.I like to ask all of our guests kind of as a business owner thatmakes you a prospect for a lot of people out there always curious to knowif somebody doesn't have a referral into a direct connection, how do they whatworks for you if somebody's trying to capture your attention and earn the right tofifteen minutes or so on your calendar? You know, I would say,and this is one of the things that we do that is really effective.I mean I get a millioni like so many emails, but I have tosay that I we I always end up skimming through pretty much all of them, you know, right like skimming to the subject lines. I've obviously we'dall the ones for my clients and we have processes to move internal emails toeither on Mondaycom so so I know that the emails I'm reading, you know, there's something that I really need to look at, and because of thatpast, most of my emails are front clients. I. That's pretty muchhow like. I'll see something like a really great subject line. I'm like, Oh, this is interesting. So I actually had a call today.They canceled, but when I was so so call, it's someone who that'syou know, they just emailed me and...

...they were like hey, this productof the blend. I found it interesting. The second part, and we're doingthis without one of our sath clients, I would say Instagram, and Iwas telling her. You know, I think like sixty to seventy percentof the sad products that I have even just tested in the last year havecome from Instagram, just, you know, looking and staying on top of thingsor whatever. You know, I feel like it's a new twitter wherepeople, before getting all their news from twitter, instagram used to be feelingthe bucket. So I would prose those are the two best places. Idon't really watch TV or youtube or anything like that. I do read alot, but I would yeah, probably instagram and email. All right,perfect, and so on. A FIT Inter if a listeners interested in talkingmore about you, learning more about what your organization is. Where's the bestplace for us to send them for you can just to excite simplified impactcom,we have a new site that we just launched and just bunch of things goingon. We have some new events and things that we're going to be doing. So, yeah, I think all right, simplified IMPACTCOM. Yeah,perfect well, and I really thank you for taking time and being on theshow today. It's been great through an absolute pleasure to have you. Yeah, thank you all right. Everybody that does off this episode, you knowthe droll be to be REV exactcom. Sure they efs with friends, familyco workers. Put your kids in front of it so they can listen tosome instead of look at their eye pads. Until next time, we wihould nothingbut the greatest success. You've been listening to the BB revenue executive experience. To ensure that you never miss an episode, subscribe to the show andItunes or your favorite podcast player. Thank you so much for listening. Untilnext time,.

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