Boost Your Sales Efficiency with B2B Sales Automation for Teams

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[Music] thank you [Music] hello everyone welcome to IT Tech talk I'm your host Joel Warden with me is Sam Sauer how are you doing today I'm doing good thanks Joel that's awesome that's awesome so Sam we've got to talk via email a little bit but my listeners who are tuning in today do not know much about you so why don't you give them a little background sure so my name is Sam funner my company is data join and I'm probably one of the only Polynesian Samoans that you'll find who loves data data and analytics and that's what my company is all about and uh yeah it's been been helping marketers you know at the beginning of my career and now turn it into a company so that's a little bit about myself what got you into that what made you do that as a career choice well you know I started off studying entrepreneurship uh okay back at BYU and then I went on to the to the MBA program and got a finance degree but during my time at school I did take a couple of um of Isis courses okay and you know I remember my first Excel course I didn't even know what espresso was or what a cell was and uh but really that really opened up my mind like oh wow there's there's some cool things you could do in here and then I took another uh VBA course it's very basic intro level for you know for the MBA program and I kind of took those both of those classes to the back of my mind I said I don't know how but you know I think I can use you use this someday in my career how to automate things so what uh what entices you about entrepreneurship the most well for me I think um you know I I like to think that I was an entrepreneur at least I had the entrepreneurial spirit before I was an entrepreneur okay well it seemed like everywhere that I worked at um you know I worked at uh everywhere from you know from like a scrapbooking company to a turbo company you know as their controller um to to tech companies and I think each place I went to I just like the idea of finding better ways to to do things so for example I I used to work at UH you know at this uh at this Legion company and I just remember having to download the same reports you know from Google analytics and then I had to download a similar similar report from Google ads and then another one from another system and then I'd have to you know do like a vlookup to combine them I said you know what I'm not I'm tired of you know of doing this and so I just learned how to write a python script to automate all of it and so I think you know long before I was an entrepreneur just that just that drive to want to find a better way to do things I think you could totally have the entrepreneurial Spirit wherever you're at even if you're not an entrepreneur and uh eventually I'm like you know what I can just do this on my own full time I found a better way to do marketing uh marketing Integrations you know I feel like better than any anybody else so I'm just going to do it on my own and and I and I started so tell me a little bit about how you got your company started what were the road you took to get that going yeah so I think you know some entrepreneurs I think they're bursting with ideas out of their years um I'm not one of those I mean for for me it was it was seeing the same problem at at uh five six ten different companies right and so I mean this this idea that data is siled and then you know there's tons of tools out there I always joke around and say hey marketers got more tools than the Home Depot right I mean there's so many tools today they're all Silo they're all good at what they do but they're definitely not good at talking to each other so this is a problem I saw like at 10 different companies um I saw this at one-on-one marketing my first tech company I saw this at ancestry.com I saw this at Domo which is a data company and ironically you know still has those same problems internally and so for me um you know that's what that's what led me like once I solved it for you know for many many companies I figured you know what I must be the best at doing this because I'm solving it for everyone for data companies so I'm going to go out and do it on my own and that's what led me to start data join so tell me a little bit about what data join does for your clients what like it's marketing correct that's right so so my customers are are B2B marketers you know these are these are companies like Cisco uh Comcast Adobe themselves and so they they have uh you know I I work with the marketing teams and um each marketing team has you know has sub teams underneath them like you know so underneath the marketing umbrella there's marketing automation there's web analytics there's paid search and Performance Marketing so I work with them to be able to get data from the other systems directly in the tool that that they work in every day so you know for example in Google ads you're limited to what type of retargeting segments you can create inside of Google ads basically everyone just blasts every website visitor that's that's the notion of retargeting today but you can get uh you know you can get a lot more intelligent in your retargeting if you can get the segments that are built inside of Google analytics or inside of adobe analytics you know people who have you know come to my site more than more than 10 times the past week and have been to this product page and watched every video on this feature that's really easy thing to do instead of adobe analytics or Google analytics and so you could push that segment into Google ads with our micro integration and uh so this idea that there's untapped data all around the stack you know no matter what tool you're using um we're just making it easy to get to it with our micro Integrations so when you use this data it's used to help companies get their products sold or or help other B2B businesses like get out there and get their get their brands hurt is that kind of what you're doing is like helping companies get their brands heard yeah I mean most of our companies are most of our customers so far are our Enterprise marketers okay I would say really what we're doing for the marketing team is we're helping them to be able to personalize the way that the way they've always wanted to since the beginning of their career but they just didn't have all the data to do it right so if you think of marketers today I mean just open up your email inbox you probably got a ton of emails from people that you know that it's totally irrelevant to what you want that's because they just don't have all the right data that they need to say you know what I'm not going to email Joel he hasn't really shown interest I'm going to email Sam because he's been to my site you know 10 times so we're helping marketers at the end of the day to personalize personalize to their dreams and giving them the data so that they could actually do that so when I think of analytics and data as far as marketing and targeting ads uh like for Amazon and Facebook and all that stuff like whenever this is gonna sound fine but whenever I look at a product on like one time I'll just look at one time and then I'll get eight or seven ads seven to eight ads depending on the day of like targeted towards me on Facebook and YouTube and stuff about that product and even it's scary because today I was watching and I have Paramount with ads Paramount plus with ads and because I haven't decided if I want to keep it or not and there's a good some good amount of shows that I watch on there but today there was a couple things that I had looked at at work on my computer wasn't even connected to anything in my house but I come home I'm watching on my TV and Those ads pop up I'm like I looked at on my work computer but although I'm logged in on my yeah stuff and it's targeting all these ads are targeted towards me so is that people using their analytics to find the right data are they using the right data to bring those products to me so I will buy them in the end yeah that's right I mean that that's what they're trying to do now here's the thing like you you might have just been looking at it one time to do some sort of a price comparison for a school project so you might actually have been interested in it so what we're trying to do is just give them even more data like like for example I wouldn't Target you if you just came once uh you know but if I had the data to know like hey this guy has come now three times he actually started the pricing form and you know was was doing like the color tester on the shoes I said okay this guy has shown like a higher intent than just kind of like casually browsing the page but yeah that that that's the end result that you could use data now I'm not a marketer so you know you got to do it in a way that's not creepy like how you said but uh but yeah I mean there's definitely um for for the marketer their job is to find people who the interest is there and a high interest right I don't think we just want to just bug everyone who's casually um glancing but find those who have a high interest you know and try to help them to get to the Finish Line do you find that as a pushy way of trying to make sales like because it's feels like it's like going to a car lot and all these salesmen walk up to trying to sell you one car I whenever I get these ads targeting it'd be fine if they were like hey we see you're interested we see you checked it like five times like you were saying you looked at five times you Chuck you've done the Color Picker you've done all this stuff we see you're interested but whenever I like leave the site it like sends me like Facebook Twitter all these ads I'm just like but I looked at it one time one time and I put it in my list my wish list sometimes and or on my cart and I'm like maybe I'll buy it later or then I delete it and it still sends me ads so in my opinion it's like these it feels like a pushy salesman trying to sell me something I'm just like I don't know how you're talking if it's like if I visited the site a couple of times I did what you said and and then it's like oh that makes sense but it was like right off the bat you're like trying to sell me something that kind of is off-putting in my opinion yeah it totally is I think you know once again because because in in Google ads it's very limited in the pixel they could only see okay this person you know went to this product page right and so unfortunately that's all they have to go off of and they start blasting the heck out of you for some sort of cadence right like okay we'll just blast them for the next two weeks and uh you know up up to eight times we'll blast them and so what we're trying to do is help change that paradigm shift to say no we can give you better data so you can fish out the high intent customers because you're off putting you know the rest of the people like how you just said it's really hurting your brand when you when you marked it that way so why not just be able to focus on those who are actually interested you know and do it in some sort of a responsible you know uh timing and so for us like that that's our goal is to give marketers like you know all the data that they need to to be able to do this and I think it's going to be in their best interest because I mean you really said I'll say it one more time off-putting right I I feel like it dilutes consumer Brands right every time that they're like even for me I'm so tired of spending three minutes every morning just like trashing emails right even though I thought I unsubscribe arrived and and all that right so um that that's our vision that's our goal really is to give marketers the data that they need to find those who are actually interested in buying your stuff so that's what that's one of my ad taglines that we that we just did this week so it sounds like a a cleaner way of marketing to my opinion because it's like you're not you're not pushing things down and making people just instantly like oh my goodness now I gotta buy this uh you're you're going out to people with that that have shown interest like actual true interest in the product or in the site so that's awesome uh so tell me a little bit about when you started the company and how long you've been doing this yeah so I started back in oh summer of 2016. um that's when I first went on my own I started as a consultant so just doing a lot of uh data engineering and data warehousing projects for for marketing teams and um you know I went to try to raise money probably about a year two years after that so 2018 and although we were generating some decent Revenue the investors you know the VCS they they weren't interested in us in in a Services Company they're interested in SAS and you know same for me I was noticing that although the money was good this wasn't really something that uh that's scalable right I mean every company had a slightly different spec and so you know what I started thinking was what if we just you know ditched all of the uh you know this all of the dashboards this ditch all of the the charts and and the Excel reports and we just went straight to the plumbing and the the data integration itself like what if we could just you know move the data from one system to another and people don't have to go anywhere else they could just log into their tool all the data is sitting right there and in their in their home and they can use it and get the insights that they need and so that that's that's how we switch towards we pivoted towards these micro Integrations that's awesome that's awesome and and you've seen the revenue increase with that integration yeah so we focused so we we started off doing uh sales force to Adobe analytics and we won uh you know this competition that adobe put on for for launch extension uh we we won second place in that in that contest and so we were focused on that for our first couple of years and then now we've got about 10 different micro Integrations our revenue is definitely surpassed what I was doing from a Consulting side I was able to raise our seed round you know a few months ago just this summer so I've got more resources than ever we're headed into a little bit of uh you know it's a little bit of an uncertain Market but I feel like we've got we've got a good team we've got resources and we've still got a great use case especially going into down Market where every dollar has to count basically so awesome where are you guys headquartered and how many employees do you employ it currently yeah so we are remote although most of us live here in Utah we're right around right in the Provo Utah area and uh although we have employees in in other states um we're up to 13 employees right now which is great I mean for me it was just you know me myself and I and maybe a couple other people for for three years but uh that's where we're at now that's awesome so you're based at Utah and and you just you've been running that uh you've been running that from there like it's your headquarters there for the longest time or have you kind of moved around because I know you said you've gone to different places and worked different jobs have you have you always lived in Utah have you moved around and the company just settled in Utah yeah you know so my I mean I'm from Hawaii that's where all my family is from um so I spent uh I spent three years you know out in Hawaii I wanted to give my kids a taste of the taste of the island life you know and be closer to family so I try to grow it out there man I really enjoy I really miss my meetings um in my truck on the beach and then I go surf right after them nice sounds like it actually sounds like a perfect a kind of meeting oh that it is it's the perfect kind of medium so um anyways it was tough to it was tough to expand out there I kept trying to get customers you know back home in Hawaii but um you know it was just it was a lot easier they just kept coming to me you know on the mainland as we say back in Hawaii right and so I ended up having to move back here I did go to school here at BYU just down on the road um and yeah it just seems like the the the the Tech Community here in Silicon slopes as we kind of call ourselves out here is it's awesome I mean we just had our Summit last week There's I don't know how many so is silicon slips the Utah version the Silicon Valley yeah it's kind of like ourselves dubbed that's like our self-dubbed title right there silicon slopes I'm like man I I wanted to build silicone surf you know back in Hawaii right right but there was only just uh you know just me myself and I out there for for the tech companies but um Utah's great I mean there's a great Tech Community here so I wanted to ask you actually I think you kind of just answered that what what is the and you I feel like you just answered that what is like the Silicone Valley version of Hawaii is there is there really much Tech startups in Hawaii or is it kind of like a very uh non-existent system yeah so I I'd like to go back there one day I mean so what I was doing while I was out there is I was teaching at the BYU Hawaii the campus right there in Lai on the North Shore I was teaching a market marketing analytics course you know trying to give back a little bit to the community that that my family is from um and yeah I really had dreams of I still knew of building out a Tech Community it's so expensive to live on the North Shore and uh you know a lot of a lot of my people the the Polynesians you know were getting priced out of you know even living in in our own backyard is kind of sad but I feel like if we're able to build a Tech Community there and there's definitely talent I mean while I was there I met a few individuals I mean we we were I you know we we were working together doing doing SQL doing python for other companies here on the mainland and I'd like to build it out there so that a lot of the families you know they have another way of earning income out there other than the other than the local wage and you know there's a few of us that make it to the NFL and can can support their families that way but I'd like to open up another Avenue through Tech you know where we could have have Mainland wages um which you know we probably need San Francisco wages to be honest to survive in in Hawaii but it's definitely better than North Shore wages are so bad out there right now so so Hawaii is it it's not a very um well I'm trying it's not very big Tech Community there's like uh I've never been to Hawaii I've always thought I of it as like just like an island life is it what's the what's the business scene down there what's kind of like the the overall revenue of like business what what am I trying to say what's the main source of Revenue is it like it's not Tech is it is it like tourism 100 tourism yeah I mean it's definitely tourism so just with all the people coming to the islands and so I had one customer out there the Polynesian culture center they take in I don't know like millions of visitors a year and um but as far as as far as tech companies that are starting there I you know we we also have uh worked with Hawaiian Airlines who's based out there well yeah there's just not that many there's not that many tech companies uh that are sprouting up over there I mean most of them you know head to the mainland where it's it's cheaper there's more resources you know in the mainland um I mean I I had to go come back to the mainland right because of that so yeah so in Utah with uh the silicone star up there where is there like a kind of centralized area where you kind of have that like whole like scene of tech like is it like is it calling Silicon Valley where they have like that whole like section like buildings in all one corner like all these startups yeah so if you were to come here to Utah I don't know if you've been here before never been to Utah oh I've I've never been to that side of the country I'm all I've been more Eastern Shore kind of guy oh right on yeah yes I mean Utah if you're flying it's beautiful we're right you know we're still with within the Rocky Mountains okay so if you know that land in Salt Lake and you drive south about 30 minutes you'll come to the border of Salt Lake County and Utah County and it's a place that we call point of the mountain and once you get to the to the Utah Valley side of the point of the mountain you will see Adobe you'll see work front you'll see Symantec you'll see ancestry.com all of these tech companies like that's that's where they congregate just right there around the point of the mountain it's horrible traffic but it's awesome it's an awesome Tech scene that's that's where they all congregate so awesome awesome that's I've always thought like you'd think like Western areas like you don't think like tech stocks you always think like so everybody always thinks it's Silicone Valley but it's like there's all there's so many places different places where text Tech starts up it's not just in Silicon Valley oh yeah no I think there's a kind of a natural entrepreneurial Spirit here in Utah I mean you got like the early Pioneers you know like with word perfect and Nobel and back in the 80s and 90s and then you had the next wave with omniture which got bought by Adobe um you know so you have these great Powerhouse companies in this culture dude like everyone here wants to wants to do a startup uh here in here in Silicon slopes and we just had our Summit last week it was gangbusters I mean we had I mean we had we had Executives from Salesforce Facebook AWS I mean we've got celebrities speaking and so um yeah there's definitely a big scene here everyone is very smart I think it's that's part of the culture here in Utah I mean it's education so you'll find uh traditionally you've been able to find really smart for really cheap and people who have to do it do it yourself you know can do attitude out here awesome yeah it's so bizarre it's like when I even travel around Eastern Shore and see these like I think when I went to Ohio one time just seeing a giant IBM campus out there uh it's just insane it's like this is the middle of nowhere and there's like a giant building here with this giant IBM logo on it and it's like like I'm in the middle of nowhere like and but you know some of the best parts is like it's in the middle of nowhere but there's so much opportunities in those places like you got like where I was at I remember I think it was in like maybe an hour or two from Columbus like it was like or whatever uh whatever the heck um wherever the heck um in Ohio is Columbus I think it's Columbus but there's like it was so bizarre like I'm out in the middle of now I was traveling through there I was trying to get somewhere and I was like like it was like I had the big giant Bob Evans Farm and then IBM and it was I can't there's a bunch of other ones I'm just like this is so bizarre but it's it's interesting to see that because it's like my brain like years ago I was like always like oh Silicon Valley that's where I need to be because it's like it's the Hub of like Tech but that's not true it's like you got Texas you've got you're saying Utah I mean there's so many probably more places that I haven't even tapped into that have like a tech tech startup like even New York has like a bunch of like I watched a lot of videos on these like small Tech startups that are starting out in these little apartments and then growing big Office Buildings it's insane yeah no I mean I just think today with uh with with the proliferation of data I mean I never took a computer science course but I learned it all online either through like Udacity Coursera YouTube videos and I've been able to build a business you know that does data engineering but I don't have any formal education in that and so I think Tech can go anywhere is what I'm trying to say like you you can learn the skills needed online you could talk to people like through Zoom online more than ever so it's bound to go everywhere it it's going everywhere so yeah and one of the things that I thought you it was interesting you mentioned Coursera it's one that actually com uh college courses I wasn't I wouldn't consider College it's an online course I used it to get my T certification so it's like there's and actually Google was the one that offered that certification so I was like I took that I'm working on my project management through Google like all these different courses and a lot of people think you have to go to prestige school to get these certifications or to get these um um diplomas but you can go right from your computer and take a course on through all these Prestige schools through Coursera and it's like hearing you say that like oh I took all these courses I'm not you know it's really cool because I I never went to a Prestige school and yet I have all these skills and stuff versus like from like different certification courses I've taken over the span of my years and it's like it's really interesting to hear someone else saying I use Corsair as well and I I got the the like tools I needed from there it's so cool that people actually do use like companies like that too or even like course companies like that to get the knowledge they need oh yeah I mean it definitely it definitely helped me to solve the problems I was I was trying to solve at the time in my work and now today I I've got a Dev team where you know they all study computer science I always tell them I say hey don't laugh at my code now I was able to get you know a bunch of a bunch of customers Fortune 500 customers with my code so it works you know and now you guys are going to make it better right but you could totally learn it just like just like you're doing with your certifications so yeah and and the company that I actually looked at before I I was actually getting the web development I took a couple other courses on web development from another company but Treehouse something near her tree house but Treehouse was one of those ones that was like the biggest ones and people were like hey if you want to get into web development Treehouse go to Treehouse and it all came down to price and I remember getting my certifications from somewhere else but it was like I remember when I was in the midst of like doing the tech jump and I was like I want to do web development I want to do it and it was like where to go to get all this information to get certified because I mean I learned a lot of stuff from YouTube and from like different sources online like GitHub and all that stuff so it's like I learned all this stuff but now I want to get certified so it's like where do I go and there's so many like like so many different options out there for like getting certified and it's there's like some that are like really cheap and then there's something really expensive but if you find the common Middle Ground to find somewhere that you can get these these certifications or even a diploma so like I think you can actually get real diploma of course here I've never gotten one but I know you can get like there's like Harvard and I think other schools on there that you can get like diplomas from and it's just bizarre that you can go somewhere and I think there's actually for those listening who are interested in going to Coursera there is actually um I think financing available for certain people on Coursera so it's like there's so many options for people to get into the realm like say like you know I want to do Tech or I want to do project management or I want to do something else there's so many options out there versus going to a big school oh yeah no I totally agree I mean I always I I'll probably never forget you know lifetime value of money and and ebitda you know from from my finance courses but I picked up a whole new slew of skill sets you know just just online and so I think that's the beauty of today's technology and tools you can literally do anything I think the last thing I would add to it is as you're learning it I mean I basically learned the skill sets and put it to use right away right like back in my first example I was like you know what I'm tired of downloading this thing manually so I took the python course I'm like all right I'm building out my script I'm gonna host it on This Server set the crown job boom done like I actually apply it right away so that I don't forget it and it sticks and I've just done that so many times now that uh hey I yeah I could I could do Vim pretty good I could do been pretty good you know so awesome well hey we're we have a few minutes left I want to ask you one last question is there something that back in the day that you wish you would have known or no sorry I asked that wrong is there something now that you've learned now into you know what you've learned over the course of the years you've been doing this uh marketing stuff that you wish you would have known first starting out like back when you were doing all these different companies and working for them doing Analytics yeah no that's that that's a good question I think it's definitely been uh different going out on my own you know when I used to work for other companies such as Domo you know I felt like I was on top of the world there I was the director of marketing analytics I used to speak at their conferences long lines of people want to talk to me after when I went out on my own um it was different I didn't have that I don't have that logo that brand name that Prestige behind me anymore and I really had to learn how to how to sell better and how to how to deal with people better which is its own Sport and so if I can go back to to day one Sammy I would say Hey you may think you know how to sell and convince people but trust me you don't man like if I was you I would read you know these three books I would read uh the the Challenger cell I would read Gap selling by Keenan and I would read never split the difference by Chris Voss like read those three books it really talks a lot about how to you know those people skills how to talk to people how to negotiate how to sell so that's the one thing I would tell my myself going back to day one mm-hmm awesome I am like really excited you got to come on the show uh so we have a few minutes left but I'm going to real quick let everybody know there is a new website for IT Tech talk uh you can visit that at podpage slash it Dash Tech Dash talk and you can check it out we've got a whole bunch of new stuff on there we have our sponsor page and stuff uh I really am excited to launch it actually I think it launches tonight um because I've been working on it's kind of up now it's kind of not finished but it'll hopefully be done by tonight I have a whole bunch of stuff so I'm really excited for everybody to check that out uh for those who support the show thank you so much and I'm really excited to be launching new content for our uh support listeners uh so thank you so much and Sam thank you so much for coming on the show hey thanks for having me Joel really appreciate it man [Music] thank you [Music] foreign [Music]