The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 10 months ago

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

ABOUT THIS EPISODE

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 just upleveling things right? If you want your event to be different, if you want touplevel it, then it's got to look. It's got to look and feel different, becausewhen you go to these conferences, it looks, I feel different. You're. Listening to the BTB revenueexecutive experience, a podcast, dedicated El executives train theirsales and marketing teams to optimize growth. Whether you're looking fortechniques and strategies were tools and resources. You come to the rightplace. Let's accelerate your growth in three to one: Welcome evyery one to thebtob revenue executive experience. I'm your host Chat Sanderson today we'retalking about perhaps a positive side of the disruption we're experiencing inthe business world. The way things have changed as result of pandemic and whatthe future may hold to help us we have with is honor rains owner of simplifiedimpact, O Digital Marketing Company folks on small businesses. An thank youso much for taking the time and welcome to the show Hi. Thank you for having me so wealways like to do a cute little ice breaker in the beginning. So people geta better understanding of of who you are and always curious to see. If wecan find something, you know something you're passionate about that. Ouraudience may be surprised to learn about you, Goshwell that I started inmaybe the fashion inthetree, so that that's different most people, don't Iwould do ten years o the fashion industry as a designer, and you know,travel to China and all over the world doing fashion shows and so that that'sa little different that that is thas completely different. I've. Never I'venever had somebody say that before so I gotta ask how the transition from fromfashion to to digital marketing yeah. So I was working in Manhattan onThiry, seven eeight. I think it was and...

...one of the girls that I worke with hersister, looked at HBO and see the Whos in to Sosan and three or four and shewas like. Oh you know I m blogging and I was like Yo what and she was likeyeah, my sister Ha a bus, tat, Hbo she's like Yeah, I got you knowreleased. I get, I see new releases before they come out and I believeabout them, and then I give my opinion. I'm, like you know in the shes was hisrandom girl. She actually become an influence Erson and since and I waslike Whetdo people care wher, you have to say, and she was like that was likethis is really interesting, but I spent a lot of time at HBO like H, asking herso many questions, and I was in my space at the time- and I remember whenfacebook became public, I'm like okay thereis something here and I'm going tolearn at and honestly that's like started eventually. I Lote the tassionindustry and went into full digital media. But that's that was where myinterest paked Nice Thats is great story. It's an unique one. I haven't heardthat one EFORSO thank you for you for saring that so so, let's kind of talkabout where we're at today. Right so I know I don't know about iyboy else. Idon't like to speak for others. I know myself, I'm completely exhausted bythis damn pandemic. It's created a lot of change. A lot of opportunity, somehorror stories and some great heartwarming stories both in businesssame for people, so rather than talk about that right now, rather starttalking about kind of what you see for the future as we go through the end ofthis year into two thousand and twenty one kind of what are your predictionsfor what businesses my business dill need to be doing to remain effectiveand viable yeah. You know I just o event was one of my clients and it was well I mean so well done she had aproduction team. She had switcher, she had professional cameras bit did be azoom and of course we had ours do kickups in the beginning, as everybodydoes, even when you're just trying to do his dom meeting- and I think that'swhat it is. I think it's really...

...bringing a professional level thatmaybe we may be missing in Inperson trate shows or what have you to Zhomand really changing things out, but have another fun who's doing these,like Zo backboards that people put on chairs, you know because everybody'sworking from Home Eso Abe, eliminate you like the kids wolking in, for youknow a D making faces. I know my daughter loves to, like you know shehears Thet Meona CAS, make a face. Os turn the camera off quickly, but shestill you know sitting there. Noone can see her, but so things like that, Ithink there's innovation. This is a really phenomenal time for innovationand I think that's the opportunity that always presents itself right when weretract and there's so many people that com at me. That's how Emzon 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 innorvationyeah and that's a great point right. I was using that with some wore clientslike Wi anybody. That remembers two thousand n an eight. We all thought theworld was ending to, but theyre companies that invested devil, doubledown, found the positive ways or places to invest were the ones that came outas the market leaders. On the other side, this feels a little bit longerthan kind of, maybe just because it's so present, but same kind of disruptionthat we're seeing when we talk about virtual theum curious. You mentionedthat this zoom event had had production, crews and professional cameras and andsome people will be able to pull that off. I, like the backboard area. Ipersonally find the. What do you call the virtual backgrounds on zoomannoying yeah they're hard to look at this inunless somebody's got a greenscreen behind thim and it's really crisp bes. You know somebody has onheadphones and you're, getting weird artifacts and stuff. So are you workingwith clients to help them understand what it means to master the virtualenvironment as well as kind of hey? If we're holding these events and we'rerecording them, then we have assets that can be repurposed as well. Arethese types of things that you're working with clients on?...

Oh, absolutely absolutely we've beenrecorting everything and then werunit. You know we turn it into blogs and wetake images. I mean it really. All we've been doing on Al of that. Justyou know, wepurting it and yeah. You know turning it intodifferent types of at, and so that provides I mean, that's one of thosethings where I remember. I know it was only seven months ago. I remember backwhen we all were allowed to have events and be in rooms together and stuff.That was, you know there was a lot of relationship building that happened,but maybe not as much asset or long term as a creation, and so people don'thave those events and those those trade shows. Those network ements can't dothose unless they're virtual. How are you suggesting companies replace thator or approach it differently? I mean I wuas just oually talking to aclan about this this morning, because she's doing three days eeand and youknow I've Don some conferences that I would have attended. I did one just theother day on zoom had to tell you that I very much missed ninety percent.ECESSIONS and I was likego just catch the recording and D when I wast on it,it was great- and I was like Oh this is so great, but IM kyow, I don't know Ididn't block off my day. I should have, and if something came off that was, youknow like when I'm at a location. If something comes up, I find a way tolike make it not my problem. Righ, I don't know, may maybe I'm the own ondoing that, but I don't there's this lack of urgency and M portance. I feel likethat is happening with thes on conferences and there's also therere.Also so many I mean so I feel, like everybody is doing a conference. Idon't know I just I don't. I personally am not fond of them, eventhough the event we did with my client was really well attended, but again itwas a fun event. It was done very well like I wasn't on another Doo meeting,and this is what the client was telling me that you know she did sit throughher whole conference for three days and...

...it was just exhausting- and you know I don't know- EO Zoo ts, real yeah, like yeah exactly I know I know firstofall well, and so I so, how are there ways that you're working with clans iththings that you're helping suggest to them that might replace those or beinnovative and different from a marketing standpoint? Other than tryingto do like said everybody's doing virtual events now and I'm I'm even tothe point where I'm so tired of being on camera. I don't like even facetimemy family anymore, like it's just so'me done yeah like so. Are there otherthings Youre working with clients on to replace those yeah? So we, I think- and I know yousaid you know you can't not everyone can do it professionally, but I thinkit's bringing that level like just up leveling things right. If you want yourevent to be different, if you want to uplevel it, then it's got to look. It'sgot to look and feel different, because when you go to these conferences itlooks, I feel different right. So one of the things that my client did wasshe hired one of the top chefs like her ce, to do like a cooking show and thenin between like Shelaer, she werupt the whole script. Like I mean we did ittogether, but it would be most of us like okay. This is how I want Id, andthen we said okay. This is how we're going to do it. She laired in themarketing message the message that she was trying to come across because hersubject is actually quite dry and boring, but she was like. Oh and youknow, speaking of this okay, now I'm going to go to my power point and I'mgoing to talk to you guys about this and she was dressed up and you knowthere were people. It was her and three other women. You know one of them beingthe Shof and they were hoving drinks and having fun an people were followingAlon. That's what you got to bring to the table and I have another clientthat's doing something similar to. I feel like you just have to be. You haveto bring that experience. Otherwise it's just another te meeting thatnobody wants to go.

It is, I understand the urgency andlike every time I see a meeting POB up on my Calentan, I'm starting to tryingto figure out all right. Do I have to is this a zoom one, and or can I turnthis into something where we just can talk? It becomes part of kind of thecognitive engagement with it. So I like the ide, the cooking shows wone. Ihadn't heard before the other part of this, though I think also is mindsetfor some of these businesses and how yeah a lot of them went throughsurvival mode right for the first time, three o four months of this, it wascrap. How am I going to survive? Do you work with your customers on helpingthem kind of reset? Their mindset change their mindsets to get back to agrowth focus yeah we do I mean I haven't had toomany clients that are really in a panic. I really felt a lot of my I would say.Eighty percent of my clients are bet o B, so they don'thaven't really seen as much impact on their business. It's actually in somecases, they, you know thrived. So I don't we do we work on Minto. I work onthe same mine Sep with my team that we do a lot of Min set training, and I doyou know layr it here and there with clients, but yeah I don't I haven't hadto have like specific training. We Find Hos people n that you're doing trainingwith Tyeir client. It's not yeah, it's interesting! So it's not at the. What I would say, thecorporate level or like the organizational level there seems to beleadership, seems to be doing a pretty good job of helping their employees or se set ofvision so that their employees understand everythings, Goinna, be okay.Here's or plan for survival that type of thing where I see it is when we endup working with field teams, right teams that are out trying to sell orprospect, or even some of the direct marketers the individuals we we've hadto include a little bit more dose of...

Mindset Training just because of theoppressive nature of the what's going on right now, so I wouldn't say at thecorporate level, but with the individuals themselves, it can be canbe a bit of a challenge. I think for some, although I ver, I thinkeverybody's kind of getting used to it for better for worse, just kind of thenew reality which is now turned into a cliche phrase, which I don't even likeusing. But it is the true so yeah when you work with your clientsthat are that are growing because there are. You know there are some greatsuccess stories out there. You know, depending on the industry, that you'rein when I keep going back to is the fitness equipment industry, because thetum shut down- and I know, for example, here in Denver, Denver Fitness Gallery.They installed. My Gym in my house- and I was talking to the president on thecompany and YEA Hea. My business is up three hundred and ninety eight percent.All right. That's a big win so, but are there other companies where you knowthere's other opportunities but they're, not a hundred percent sure how tocapitalize on them? Can you give us an example of how you're helping them findthese new opportunities? We had a maniufacturing company reallyrelied on having people come in and look at their equipment and make surethat it was certified before anybody else, O it'spretty big operation. So a crew comes in certifides the machines and thenthey look at their certificates, make sure that you know whatever and thenthey can go overhead with certain projects, whether ther're, no aparme orthey're, just like really big industerous projects and what they didwas they installed cameras in their Manufacturian facility Al over so theycould get into. You know the siles details of business shees and not haveto fly anybody in anymore, and I think that will stick and that's definitely atime and money saver for everybody, so that was really innovative of them todo that. Excellent, excellent and how's how's business been for you throughthis for some flight IM pact. It's been good, it's been great. It's you knowwe're lucky how come lit, butyeah we've been. We have been good Bein.

A digital space is really an advantagefor sure e H, yeah. It's definitely it's definitely playing out with someof the you know. The tech companies on the market, those that are focused on the digital, but thatcreates de challenges to like Bi talk about zoom right, but people have atendency to get used to it. Our attention spans kind of fade, and nowthen you get into a point where, like direct mail people, maybe they don'twant to send them stuff, DRI, house anymore, and so there's there's thingsthat have to change in great opportunities. Thi think a lot of ithas to do with the the focus. The mindset, the ability to see between theraindrops so to speak, is that something that you're seeing a crusherclimb base yeah for sure absolutely absolutely excellently all right. So,let's change direction her a little bit, I like to ask all ovour guests kind ofas a business owner. That makes you a prospect for a lot of people out therealways curious to know if somebody doesn't have a referral into a directconnection. How do they? What works for you, if somebody's trying to captureyour attention and earn the right to fifteen minutes or so on your calendar? You know, I would say- and this is oneof the things that we do- that is really effective. I mean I get amilliona like so many emails, but I have to say that I alwaysi always endup skimming through pretty much all of them. You know right, like kitting tothe surtect lines I'v. obviously we dont the ones for my clients and wehave processes to move internal emails to either mondaycom. So so I know thatthe emails I'm reading you know there's something that that I really need tolook at because of that past caus, my emails,Fara Free Client. I that's pretty much. How like I'll see something like areally great subject line. I'm like Oh, this is interesting, so I actually hatcall today they cancelled but H. I was o aacal ith, someone who that's youknow they just emailed me and they were...

...like hey this product of Tle Blao. Ifound it interesting. The second part and we're doing this without one of ourSASTIVES, I would say, is instagram and I was telling her you know. I them like sixty to seventy percent ofthe sad product that I have even just tested in the last year have comfeminstagram. Just you know, looking and and staying on top of things orwhatever you know. I feel like it's a new twitter where people ow beforegetting all their news front, titter e Illing, so I would sa those are thetwo best places. I don't really watch TV or youtube or anything like that. Ido read a lot, but I would yeah probably instagram an email, perfectand so on, af an inner if a listeneris interested in talking more about youlearning more about what your organization is where's the best placefor us to send them for you, you know just sit, simplified impactcom.We have a new sate that we just wanch and just bunch of things going on. Wehave to new events and things that we're going to be doing so yeah. Ithink Al Right, semplified, impactcom, yeah vervect well, and I really thankyou for taking time and being on the show. Today, it's been great for thenabsolute pleasure to have you yeah. Thank you all right, everybody thatdoes at this episode. You know the drol be to be revizeccom sure the episodewith friends, Family Coworkers put your kids in front of it, so they can listento someonstead of look at their eye patterns until next time. We wishnothing but the greatest success you've been listening to the BTBrevenue executive experience to ensure that you never miss an episodesubscribe to the show in Itunes or your favorite podcast player. Thank you somuch for listening until next time.

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