Ryan Urban of BounceX

Ryan Urban

CEO at BounceX

Ryan Urban is the Co-Founder and CEO at BounceX – the leader in cloud-based behavioral marketing and the fastest growing software company in America.

In 2015 he was named an EY Entrepreneur of the Year finalist. In the same year, under his leadership, Bounce Exchange was ranked number one overall for both employee retention and career development by ComputerWorld, named one of the best places to work in NYC by Crain’s New York and honored as one of Fortune’s best places to work.

Article

How To Start Having Human Sales Conversations Again

When you’re looking through tons of sales and analytics data, it’s easy to forget that there’s a person behind each of your data points.

Expert session

Tactic that has had the biggest impact on Ryan’s success

Behavioral marketing

Result if you follow the steps in Ryan’s session

You’ll own the conversation with all of your individual customers, able to speak to them as humans across all platforms

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot

Transcript

So when we traditionally think about marketing, you’re talking about marketing to people, and you’re marketing to people. And behavioral marketing is for the people. That’s the real difference.

It’s about thinking about things from a person’s perspective. Not a visitor on your website.

The visitors on your website are real people. And we forget that when we look at our marketing automation system. We look at these aggregate numbers, we look at Google Analytics, we forget that they are real people.

So behavioral marketing is for the people and it’s not marketing to them. It’s about thinking about their perspective and what makes sense.

And when you do things that are good for people then they happen to buy at higher rates or complete leads to higher rates or want to use your service at higher rates.

And we’ve built the business around that, just being thoughtful to people on your website. Right, it makes sense, right?

If you’re being thoughtful for your potential customers, you’re being relevant and timely and all those things, you know, your conversions are going to increase.

Yeah, one of the mistakes I see entrepreneurs business owners do is they get started with the business and they have a few employees that start getting some traction. And now they’re all of a sudden behind this like mythical wall and they’re looking down and now they’re kind of like, all their marketing, their website, their landing pages. It’s all about like here wear this, you want to be bigger than you are.

So like, even when you’re a few people, you want to feel like you’re 20 people, when you’re 20 people, you want to feel like your hundred people. And, then you’re like, stand posture now and my chest out.

Like that’s how people’s websites and emails are. It’s like, oh, we’re this big business. And big businesses speak, talk down to people. We speak like this, but you kind of missed the whole human element and businesses that work the best. We really do speak on a human level to people so like that’s a big mistake.

It’s like, people wanting their company to be much bigger than it is and then their marketing, their websites reflect that. And it’s not a good thing. And you lose. You don’t have a personality, your brand doesn’t have its own voice. It’s just like this, like empty corporate shell like every other company that’s not taking off.

So that’s something I want people to change. Like even if you think you’re a 20 person company, if you’re 100 person company, if you think 300 person company.

And instead of like acting like a 300 person company, you should act like a one person company where you’re in a meeting, one on one with somebody. And if you are selling someone your product or service, your website it should be like you’re having a one on one conversation.

And actually, I think it’s a really good practice, you should record yourself. Say, you’re giving a sales pitch your company, you ask me about behavioral marketing and what we’re talking about right now, we’ve been probably been talking for three or four minutes. If I transcribed these words in a website, it would pretty be a long website and we haven’t even really gotten very deep.

So what I’d like people to do is, record like a sales conversation. It could be a mock one, but really sell your product or service to somebody and record it and then transcribe and see how long that is. And sometimes that’s a 20-minute conversation.

In our case, we’re an enterprise product. So it could take three, four or five in person meetings. It could take 40-50 hours of time with someone for them to spend seven figures to buy our software and services, but whatever you are selling I would say like, have a sit down, record a conversation, and then transcribe that and see how long that is.

And make sure you don’t forget about the story and that kind of romancing of visitors that the websites don’t really have anymore.

Everything’s about kind of brevity and clean and like, oh, let’s kind of simplify the landing page. So we get the maximum out of leads. And everyone’s focused on this bottom of the funnel. But everyone forget about the story and the humans and the people that are actually on your website.

Hand-picked experts share their #1 tactic

One marketing tactic delivered to your inbox each morning, 5 days a week