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Funnel Reboot artwork

Using CRM for Total Recall, with Brandon Drake

Funnel Reboot · 2026-05-25 · 33 min

0:00--:--

Key moments - from our scoring

Substance score

60 / 100

Five dimensions, 20 points each

Insight Density12 / 20
Originality11 / 20
Guest Caliber13 / 20
Specificity & Evidence13 / 20
Conversational Craft11 / 20

Brandon Drake demonstrates how CRM systems can strengthen rather than mechanize human relationships when designed with relationship-first principles. Starting from his journey out of corporate burnout through culinary school and back to technology, Drake shows how to build CRM frameworks that deliver real value - like connecting people in your network with meaningful introductions - rather than blasting prospects with irrelevant messages. His approach centers on progressive profiling (gradually collecting deeper contact information), engagement scoring (tracking genuine interest through opens, replies, and form submissions), and automated nurturing sequences that respect frequency and provide educational value. For small business owners and marketing teams managing numerous contacts, Drake's system demonstrates that prospects notice when you're using CRM intelligently to facilitate better relationships rather than just automating sales. The key is customization: mapping your CRM to your specific business goals, building workflows that pause automation when humans are engaged, and sourcing content from actual questions your audience asks - not marketing assumptions.

Key takeaways

  • →Engagement scoring should track meaningful actions like email opens, replies, form submissions, and profile updates to identify prospects seriously interested in mutual partnership rather than those just talking a good game.
  • →Progressive profiling through workflows - requesting additional contact details (phone, LinkedIn, updated bio) at strategic intervals over 28-60 day cycles - maintains multiple ways to reach contacts even if their email address changes.
  • →A three-year nurturing campaign with emails sent every seven days initially, then every 30 days, can feel personal and valuable rather than spammy if content is sourced from real questions your audience asks and focuses on education, not sales urgency.
  • →Creating a searchable first-party database of contact information (brief bio, target market, pain points) lets you provide immediate referral value, which makes prospects remember you and often leads to them asking how to implement the same system in their own CRM.
  • →Workflow logic should suppress or pause automated emails when a human is actively engaging with a contact to avoid the appearance of robotic, tone-deaf follow-ups.

Guests

Brandon Drake

Topics in this episode

Referral systemsFirst-party data collectionprogressive profilingCRM customization and workflowsEngagement scoring systemsNurturing campaignsContact relationship databaseCRM frameworks for small businessNetworking partner managementEmail frequency optimization

Questions this episode answers

How do you structure email frequency in a nurturing campaign so you don't annoy prospects?

Send emails every seven days for the first four messages, then shift to every 30 days. This spacing prevents unsubscribes and fatigue while keeping the relationship warm over months or years of non-purchase time.

What information should you collect from new contacts early on, and how do you ask for it without being pushy?

Use a form linked in an email requesting a brief professional bio, target market, strategic partners, and pain points - with 35 days to complete it and two reminders. Frame it as essential for you to make good referrals for them.

What engagement scoring metrics should every CRM track?

Track email opens, email replies, form submissions, survey completions, and profile updates. More specific submissions (like a detailed lead generation survey) earn higher points than generic opens, signaling genuine interest.

How can a CRM actually make prospects feel like you remember them and care?

Use your CRM database to make timely, personalized referrals when you notice a contact's interests or pain points align with someone else in your network - then follow up quickly when they update their profile or mention a business change.

What should you do when a prospect replies to your automated email?

Pause or suppress further automated emails to that contact and let the human take over; reply personally to show responsiveness, which depends on your contact type and the CRM's workflow rules.

What our scoring noted

Our reviewer’s read on each dimension, with quotes from the episode.

Insight Density

12 / 20

The episode contains practical insights on CRM strategy - segmentation, engagement scoring, progressive profiling, nurturing cadences, and email reputation - that are substantive and actionable. However, the content is largely about Brandon's philosophy and personal approach rather than densely packed novel frameworks. Much of the runtime is devoted to his career pivot story (roughly 8 minutes of backstory) which, while illustrative, adds limited operational insight for a B2B operator. The specific techniques shared (28-day networking nurture, email frequency patterns, tag-based scoring) are concrete but not deeply explored; listeners get the concept but not comprehensive how-to details.

I nurture them in my CRM. And then that nurturing is automated. I've already pre-built a lot of the emails, but it's in a way that's relationship driven and give value first. It's basically, like, they'll get emails, like for example, the first four emails are every seven days, after that every 30 days
So not only is the system scoring them with actual numbers, but also too, like I'm scoring them as a human as well, so it creates a more of a holistic score. So I say holistic score because the system is measuring their behaviors based on the criteria that I implement in the CRM, but also too, based on me interacting with them, I'm assigning them keywords associated with them, otherwise known as tags.

Originality

11 / 20

The core ideas - CRM-driven relationship building, segmentation-based campaigns, engagement scoring - are well-established in marketing operations. Brandon's framing of CRMs as tools for human connection rather than transactional data capture is thematically sound but not contrarian; the relationship-first approach is mainstream best practice. The progressive profiling technique and the idea of sourcing content from customer questions are standard. The novel element is the integration of manual human tagging alongside system scoring for a 'holistic' engagement score, but this is a modest innovation rather than original thinking.

I really like helping people so they could fend for themselves.
I'm a relationship-driven CRM professional who, who really believes in using CRMs to strengthen human connection in the digital age.

Guest Caliber

13 / 20

Brandon Drake is a CRM consultant with relevant hands-on experience implementing systems for clients and personal practice, plus a prior role as a data migration specialist at an enterprise CRM company. However, his client base appears to be small businesses and solopreneurs rather than mid-market or enterprise operators, which limits the scope of insights he can offer. He has built his own systems and generated referrals through demonstrated skill, which signals credibility. But he is not a household name, has not scaled a significant company, and operates as a solo practitioner - he is a capable practitioner rather than a seasoned executive or growth leader.

A graduate of Cal State in Information Systems, he worked in data analyst roles for several tech companies, including a customer relationship management company that sold to Enterprise.
I'm a CRM consultant to show them sustainable relationship-building techniques. Suffice to say, he's able to deliver immediate benefits using this model.

Specificity & Evidence

13 / 20

Brandon provides concrete examples throughout: the 28-day nurturing workflow, 7-day then 30-day email cadence, 35-day form completion deadline with two reminders, 60-day check-in frequency, engagement scoring system with tags, and specific CRM form fields (bio, target market, strategic partners, pain points). He references his networking partner Mark in Canada and mentions a PhD-level AI consultant. However, he rarely cites metrics, conversion rates, results, or dollar figures. The 'thousands of people' in his database is stated but not quantified by actual numbers. No A/B test results, case study numbers, or revenue examples are provided. The specificity is moderate - more precise than vague framework-speak, but lacking the hard data and Named examples (company names, precise outcomes) that would push this higher.

When I meet somebody for the first time, obviously, you know, we have a good conversation. If it, if they're filtered into my system, meaning I know I wanna get to know, like, and trust them even better- Yep like, obviously I send them that first initial email, to fill out their, to fill out their, their professional bio. And here's the thing. They get 35 days to fill out their bio. And within that 35 days, there's two reminders.
after I meet with them, I, if I like them, I enroll them into my workflow. I call it networking nurture. So in 28 days, they usually get an email, 'Hey, how's it going? Just wanna know if there's any new updates for you to share with me or anything you're looking out for.

Conversational Craft

11 / 20

Host Glenn asks some intelligent follow-up questions and demonstrates curiosity about progressive profiling, segmentation, and how prospects perceive personalized CRM outreach. He challenges the assumptions Brandon holds and redirects conversation to practical implications (e.g., 'don't think you did business in 90 days'). However, the host rarely pushes back or tests Brandon's claims. When Brandon mentions AI readiness barriers, Glenn does not ask for evidence or examples of AI failures due to poor documentation. The conversation stays largely in comfortable agreement - Glen affirms Brandon's points repeatedly ('Yeah,' 'Exactly,' 'I love that') rather than probing for nuance or counterargument. There are no moments of productive tension or where the host challenges Brandon's framework. The pacing is conversational but the questioning depth is moderate.

We have to think more broadly than, 'Will I be doing business with this person in the next 90 days?' Mm-hmm. And sadly, too many of us have that- Tunnel vision, and you've taken a wider view saying, 'Yeah, there's possible business there, but maybe not, but maybe I can do other things for them.'
I think the unlock there is, we're used to, we've been habituated by the email service providers of thinking I'm gonna write it once and I'm gonna blast it once. Yeah. This is completely different, but you're doing the same steps.

Conversation analysis

Computed from the transcript - who did the talking, and the words that came up most.

Most-used words

email36networking16marketing15information14form14points13crms12brandon12technology12value12first11relationship11partners11prospects11system11better11

Episode notes

We humans like conversations that keep moving forward. Every time we share some detail about ourselves, we expect the other person to remember it. If they bring that detail back up in our next interaction, we feel pleased and want to keep that relationship going. Conversely, we get annoyed when they blast us with messages we had already said didn't interest us. This is severely problematic for us sales and marketing professionals. The sheer volume of people and details we all encounter is too much to keep straight in our outbound emails, let alone in our heads, and that's why we use CRMs. But there are many CRMs out there and to fit a business, they all need to be customized. That's where our guest comes in. A graduate of CalState in information systems, he worked in data analyst roles for several tech companies, including a Customer Relationship Management company that sold to enterprises. Wanting to work more with solopreneurs and SMBs, he decided to go out on his own as a CRM consultant to show them sustainable relationship-building techniques. Suffice to say, he is able to deliver immediate benefits to his clients under this business model.

Full transcript

33 min

Transcribed and scored by The B2B Podcast Index.

We humans like conversations that keep moving forward. Every time we share some detail about ourselves, we expect the other person to remember it. If they bring that detail back up at our next interaction, we feel pleased, and we want to keep the conversation going. Conversely, we get annoyed when they blast us with messages that we told them already we are not interested in.

Hey, Glenn here. Whether you are returning or you're a first-time listener, welcome to Funnel Reboot. This is severely problematic for us sales and marketing professionals. The sheer volume of people and details we all encounter is too much for our outbound emails, let alone in our heads, and that's why we use CRMs.

But there are many CRMs out there, and to fit a business, they need to be customized, and that's where our guest comes in. A graduate of Cal State in Information Systems, he worked in data analyst roles for several tech companies, including a customer relationship management company that sold to Enterprise. Wanting to work more with solopreneurs and small businesses, he decided to go out on his own as a CRM consultant to show them sustainable relationship-building techniques.

Suffice to say, he's able to deliver immediate benefits using this model. He also has a passion for coaching people in nutrition, which explains why both components are blended together in the name of his business, the Healthy Data Guy. Let's go to Laguna Beach, California, to speak with Brandon Drake. Brandon Drake, welcome to Funnel Reboot.

I'm glad to be here. I'm glad to have you. So Brandon, we're gonna talk about CRMs, and, you have a very interesting past with that. We'll get to that in a minute.

But, I wanna first ask you, did CRMs always mean to you what they do right now? No you're pretty- Definitely ... deep into CRMs now. So- Yeah ...

why, what changed? Yeah, so I went to school for technology, business systems analysis, which is basically organizing systems, data, organizing databases and preparing things for the long term, like creating systems for the long term, not for the short term. And so when I went to the corporate world, I got really burnt out in the technology field. I was a data migration specialist for a CRM company, and they were inputting all these unrealistic quotas out of us.

And because of that, I was, for six months straight, I was probably working on average between 10 to 12 hours a day. And I said to myself, "Man, I don't wanna do this. This is not fun anymore. I don't like technology."

And I, for probably four or five months, I was trying to figure out what do I wanna do next, because this is not what I wanted to do. And so after I saved my money up and quit my job and I went to culinary school and functional nutrition school, I became a therapeutic personal chef and a functional nutritionist, and I enjoyed this work because it was not transactional anymore like it was in the corporate experience that I, or the cor- corporate experience that I went through.

I really enjoyed getting to know people, understanding their challenges, and building something that's right for them, whether it's me cooking for them, meal planning for them, or coaching them, or all the above depending on their, their, you know, their needs. And I really enjoyed that relationship building process. And, you know, through that process, I was always using technology in the background, but never, like, telling people I was a ter- a service provider anymore. I was a service provider in the health space, and I enjoyed that.

But through networking, you know, I, I really enjoyed networking. That's when I discovered the power of networking and using my CRM skills to keep track of all my contacts, whether it's my networking partners, my customers, and my prospects. And one day about maybe five and a half years ago, one of my really good networking partners based in Canada, he reached out to me and he said, "Hey, I like the way you use your CRM, and I see it-" From my perspective, but I wanna know if I could hire you as a CRM consultant so you could teach me how to use a CRM, teach my team, and build out custom components for us.

So he threw me off guard when he asked me that, and so I told him, "Look, I really enjoy my work today, and I left the corporate world not to do this type of work. We worked together, and during the process of working together, I realized, wow, this is fun again because it wasn't transactional. It was truly a relational, type of environment where I was getting to know him and his team, building out components for him, and training him and his team, and I enjoyed that process.

And because we work well together and we like working together, actually we ended up working for three and a half months instead of one month like I told him. Yep. And so what happened is after that three and a half months, he no longer need me anymore, but for good reason. It's because I did a good job for him.

I trained him and his team where they were self-sufficient. I enjoy that. You know, that's what I did in the health space. I really like helping people so they could fend for themselves.

And so after that, I didn't think anything of it. I said, "Great." I did a good job for him. I was happy.

I went back 100% to the health space, but then he started referring me business for more CRM clients, which I hadn't asked for. So I naturally created a business by doing a good job for him. Yeah .., I said, " I'll take on this work.

That's fine." So I took on the work. And so to my surprise, I actually chose being a CRM consultant, and I told my networking partners "Hey, I'm going back to technology. " All of them supported me because they knew me, and you know why?

Because I was using a CRM to nurture the relationship with them, so the CRM was still the backbone of my skill set, because they still supported me because I was nurturing them, and some of them became my customers because they already knew, liked, and trusted me, and they already seen how I, I was using CRMs- From their perspective. Yeah. In a way, I was already creating value without knowing it. Right.

a- and so that's what brought me back. And you know, the thing that brought me back to it as well is when I was in the corporate world, it was very transactional, and I just thought that that's the way it is, and I don't wanna do that anymore. I just don't wanna be part of being a tech provider anymore. Right.

But when I worked with Mark, it really changed my whole, whole, like, mindset. Oh, I could do technology in a relationship different way. I really like that. And then when I, when I changed careers, I, I, I thought about it and I said, "You know, what I used to do in the health space is actually similar to what I do in the technology space today."

The way that I work is similar. It was all about getting to know the client, understanding their challenges, and building something that's tailored for them so they could reach their health goals. Right. And on the technology side, it's the same thing, getting to know my client- Right ...

understanding their challenges, and building a custom solution to reach their business goals or their CRM goals. So I realized it doesn't matter what skill set I had, I like that process, and that's why I'm truly a relationship-driven CRM professional who, who really believes in using CRMs to strengthen human connection in the digital age. That's what I care about. there are a, a whole lot of people listening who are in a marketing or maybe a sales role, or maybe they're a small business owner, so they're all that rolled into one, and I bet they can identify with falling out of love with a CRM system- and just finding it to be a grind s- data entry, all, all the reports.

And it's amazing to hear that, we can fall in love with, CRM. Yeah. It's been around for a long time. Yeah.

So there, there's kind of two aspects to this. The first is, maybe in the last couple of years there have been some new things that have happened, with the functionality that can be better for us. But another thing is it sounds like we can use CRM, and even though it's coming across as an email or maybe an SMS to the prospect, it sounds like they can even detect a difference, like we can improve how we are having a relationship with them- Mm ... when we are using a CRM, and that I think is something new.

I don't think the old-style big iron CRM world ever thought that people would notice. Like, the CRM was supposed to be invisible, but it sounds like we, if we're doing things, they're gonna notice a difference. They may not know why, but they do notice that we are better facilitating a relationship with them, right? Mm-hmm.

How are we doing that? Most packages don't do that out of the box. I gather we have to have frameworks- Correct ... and we have to have some- A framework and customization ...

deliberate purpose in how we set it up, right? Correct. Yeah. Tell me about that.

So for me, I am my own test dummy. Right. So what I'm saying is, I try all the different strategies within my CRM, and the things that don't work, I don't share. The things that work really well, I share that with my client, but also too, I modify it according to their business type and their personality type and their audience.

But behind the scenes or the strategy's always relationship first. Yep. Give value first. So the thing is, you know, when I meet a prospect, I'll take you through that journey.

I meet a prospect, we have a conversation, we both understand that we're a good fit. 99% of the time the person is not gonna buy right away, and that's okay. I'm fine with it. The thing is there could be, like, 20 of those same people that have that same mindset where they're not ready yet, they like what I do, they see the value in it, but they're just not ready for whatever reason.

But once I know that, that's fine. I nurture them in my CRM. And then that nurturing is automated. I've already pre-built a lot of the emails, but it's in a way that's relationship driven and give value first.

It's basically, like, they'll get emails, like for example, the first four emails are every seven days, after that every 30 days, because I don't wanna inundate them with so much information that they unsubscribe and they get turned off and they just don't wanna buy from me, you know? And also too, the content of the email. The email is basically giving them tips on the benefits of a CRM as it relates to business efficiency and operations. Every business owner wants to know how to do more in a, an efficient manner.

So I'm gonna provide them tips based on, like, great, like, tips related to CRMs and business efficiency. A lot of times those people will respond to an email and be like, "Hey, that, that's a really interesting thing. I didn't know that." And we ha- Then that's when the human takes over and I reply to them.

And also too, in every one of my emails, there's always a call to action. If you have any questions, feel free to reply to me or book a meeting with me. Sometimes those 20- out of those 20 clients, maybe 10 of them will eventually get back to me in three months, six months, one month, whatever. I have a nurturing campaign that's already set, , for, three years ahead, so I'm way ahead of the game.

So sometimes those people buy three months later, six months later, a year later, two weeks later, just because they're in my nurturing campaign already, you know? And it's all about providing value, not being salesy, not saying things like, "Oh, the sale ends tomorrow. Buy now." They're not gonna buy.

I wanna provide value, and I wanna provide something that's gonna be useful to them. And, and in return when they see that value, when they're ready for it, they'll get back to me on their own terms, and that's fine, Wow. So three years. I mean, marketers are probably reeling right now thinking of how much content they have to deliver, and I s- And the content, The content that I deliver is based on all the questions people ask me about CRMs, whether it's my networking partners, my customers, or my prospects.

When somebody asks me a question, I put it in my to-do list and say, "Hey, I'm gonna write a blog article about it. I'm gonna put it into my newsletter. I'm gonna put it into my nurturing campaign for my CRM prospects." So the content is already created by all the questions that people ask me all the time.

I have, a list of, 30 or 40 questions that I haven't created blog articles about, that I haven't created assets about. So there's unlimited number of content to create, based on not what I think, but what my, my customers, prospects, a- and- Right. It's crowdsourced. Exactly.

That's the best content. Listen to your audience. It I, I guess there's also a, a filter, and this may not be true for everybody, but some people will have, more than one group, and those groups are quite different from each other. So either, you know, maybe some are B2B, some are B2C.

It's whatever, industry, geography, could be anything. So we've gotta figure out, as we're trying to put them into a nurturing campaign, what they want. And if we're in that kind of case, I know that you're a fan of collecting some information. You're definitely giving value when you're getting, but you've got some hacks for ways that we can collect information really early in order to help us say the right thing to them.

Can you tell us about that? So when I'm talking to somebody, I have multiple CRM solutions in my tool belt. Yep. So obviously they'll tell me, I'll listen to them, get to know what their budget and their business is, and then I'll determine what CRM solution is a good fit for them.

I'll talk to them about it. They seem interested. Okay, that's the case. Great.

Then I'll send them information regarding that specific CRM that they're interested in, okay? Not the other three that I have in my tool belt. Right. And so yeah, that's how it gets, that's how it gets targeted.

I have a different types of contact types, like networking partners. Some of my networking partners are prospects as well, but when I have a meeting with a networking partner who might turn into a prospect down the line, after I meet with them for the first time, I send them an email and I say, "Hey, in order for me to support you better, I need you to save your brief bio in my CRM so I can refer to it and connect you to the right people." I send them an email. They click on the link.

It opens up a form that's connected to my CRM. The CRM form asks for their brief bio, their target market, strategic partners, pain points they, they, they could solve. When they hit submit, it saves to my CRM. I get notified.

I'll look at their information, and then from there I'll search my CRM database to see who I could connect them with based on what they're looking for. And because I have a database of, like, thousands of people that have submitted their bio into my CRM, now I have a searchable, usable- Right ... first party data only that belongs to me, a database that allows me to provide value to people. So when somebody says they're looking for somebody that is SEO and AI, I could find that in my database because I have thousands of people that have input it into, to, to my CRM.

So now I see the search results, I can make that connection to them, and they remember me. And because they remember me, they're like, "Wow, you have a really good system there." And eventually they say, "How did you go about doing that?" And I tell them my framework within my CRM, and then they sometimes they get sold because- they want to implement that same functionality within their CRM as well.

So I provide that service, and I build that, that for them, and I customize it according to what their needs are. Some people just want my existing framework, and I migrate it into their system and check it out to make sure it works, or they want a little bit more customization, and that's fine too. It just depends on their needs. So again, I'm providing value by giving them proper connections that are gonna be useful for their business, and in return, when they see that value, they'll definitely remember me.

They'll either remember me and give me referrals, or they'll remember me and they say, "Hey, I wanna do that within my CRM too as well. Could I hire you?" Yeah. No matter what, business comes out of it.

I can imagine that small businesses, people within them are hearing this, and what you're demonstrating is a purpose of- Saying, "I as a human wanna help you as another human, and whether we do business together or not, there's something I can bring to you." Mm-hmm. So having them fill in a little bit of information in that bio and having you then follow up and say, "Hey, I know somebody. Here's a LinkedIn connect."

It- it's a way for you to- Yeah ... provide real help, but you've also in return, you know, y- you've got the network effect going. Your database- Yeah each addition- it's like the phone system. Each additional node on that database- Mm ...

makes the whole database better. So I- Yeah ... I love that. Now, within each person that you're adding, there's also a, let's call it a depth of data that you are growing.

And this is progressive profiling where, for example, with me, I think we, you know, started off and there were some pieces of information I gave you when we talked, and then I got an email from you saying, "Hey, I would appreciate also having this part of your contact details." And, you know, that could be a text number. It could be a LinkedIn profile, whatever. But there's, a, a better chance of being able to keep in touch with a person.

Maybe they change companies, so that email address is gone. You know, you've got ways of staying in their orbit if you are gathering more information, but it seems like we have to think about setting up workflows and asking for that information, and doing it not in a obtrusive way. Yeah. I already, I have, I've implemented that, I've implemented that for, for my networking partners.

So when I meet somebody for the first time, obviously, you know, we have a good conversation. If it, if they're filtered into my system, meaning I know I wanna get to know, like, and trust them even better- Yep like, obviously I send them that first initial email, to fill out their, to fill out their, their professional bio. And here's the thing. They get 35 days to fill out their bio.

And within that 35 days, there's two reminders. It's in a workflow. If they don't do it, they get negative engagement score points in my CRM. That's just basically a signal to me that they're not really serious about a mutual partnership, because I can't help you unless you help me.

I can't help you unless you put your bio into my CRM so I can look out for you to see who I can connect you with. So obviously I have a scoring system in my CRM based on how engaging somebody is. So if they're opening emails, replying to emails, submitting their bio in my form, giving me referrals, subscribing, unsubscribing, all those activities are associated with positive and negative points. So over time, I can see which people are truly serious about engaging with me.

And because I see the people that have a high score, I'm gonna make sure to master energy and engage with them to make sure I contribute to their business because we're matching each other's energy and there's gonna be a mutual partnership, as opposed to the people that aren't really into it. They might talk a good game, but they're really not about it because it shows up in the numbers, you know? And also too, like after I meet with them, I, if I like them, I enroll them into my workflow.

I call it networking nurture. So in 28 days, they usually get an email, "Hey, how's it going? Just wanna know if there's any new updates for you to share with me or anything you're looking out for. Also too, if you wanna reconnect with me, here's my link to my calendar."

Sure. "Or also too, if you made any changes to your business, click here to update your profile in my CRM, because I always need the most updated information so I can make better connections for you." So after that email in 28 days, they get another email every 60 or so days, because I don't wanna be to the point of annoyance. I just wanna check in every s- now and then because I wanna reconnect and have that human connection where we have another meeting.

Or if they just wanna update their bio, when they update their bio, I get notified via email. I look at that email, I look at their bio, and then I can, I can make a con- connection. Sometimes if I have time, I make a connection as soon as they update the bio right away and they're like, "Oh, you're so fast." It's because I have a framework and a system in place that allows me to do that, and because of that, I'm remembered.

It's another top of mind strategy. Like this is my marketing strategy, but it's a fun marketing strategy because I'm connecting good people to other good people. And because of that, people remember me and they wanna reciprocate. So that creates business for me.

An announcement for all the book readers here. Let me welcome you to the new Reading Room. A question I kept getting asked from people, "What marketing book should I read?" Sadly, I wasn't able to give a good answer because it depends highly on your individual career journey.

But what I did have was over 100 curated talks with the authors of recent bestsellers. So a chatbot was trained on all those books, and now you can talk to the Reading Room's BookBot. Tell it what you're looking for. It'll recommend a book that will help you overcome whatever marketing challenge you're having.

Just go to the Funnel Reboot website and look to the top menu to access the Reading Room. Now let's get back to the show We have to think more broadly than, " Will I be doing business with this person in the next 90 days?" Mm-hmm. And sadly, too many of us have that- Tunnel vision, and you've taken a wider view saying, "Yeah, there's possible business there, but maybe not, but maybe I can do other things for them."

Exactly ... it, right, we, we just don't know where it's gonna come from, but we let the automation take care of those mundane things. So, like you said, when you notice that they've, had a change, you can hop right on that. You can seem responsive.

That's the human only, Brandon, that- Yeah ... steps in. Mm-hmm and those backend processes that are watching, is it 27 days, 28 days, that, that's all happening. Now, I gather there's logic in the workflows too where- Mm ...

if somebody does reply to you on something, your- Human comes into play ... right. okay, don't email them right now, Brandon's actually talking with them. Yeah, it depends on the automation.

But yeah- Right ... some automations get suppressed, some automations continue to go. It just depends on the contact type, who they are, what they're interested in, whether there's a networking partnership, what CRM they're interested in. All these different factors will determine, like, what's gonna happen next.

Yeah. Now, you brought up things like, scores, like the engagement score. So talk to us a little bit about what the hallmarks are of a CRM system that has metrics that are dialed in for what the business is trying to do, and I know They're gonna be different for all types of business- Any business because when I- But what, what are some of the common ones that you see, or if you don't see any of this type you're like, "Okay, these guys need work"? I mean, the most common ones are, open email, reply to email, submitted form, submitted survey.

And then you could get more specific, like if they submitted a specific form or a specific survey you could give them more points, 'cause maybe that's a lead generation form where it's asking them questions regarding their business and they answered it. And because they answered it, you might wanna give that person more points because of the form that they filled out. So It doesn't have to be just a general form, it could be a specific form. L- like I said, a specific form related to a prospect who, who actually answered those questions that are like, oh, this person's really interested in, in, in my services because they, they filled out this form.

For example, I put people in a nurturing campaign for my CRM prospects. I have multiple different types of prospects, but if they open up the email, they reply to the email, those people in that specific lead, nurturing will get assigned more points because those are prospects that can be customers. And also too, not only that, like, you could, you could have a general lead scoring where it's like if any form is filled out, give them X points- But then you can get more specific.

If a specific form is filled out, give them this amount of points, you know? And also too, not only is the system scoring them with actual numbers, but also too, like I'm scoring them as a human as well, so it creates a more of a holistic score. So I say holistic score because the system is measuring their behaviors based on the criteria that I implement in the CRM, but also too, based on me interacting with them, I'm assigning them keywords associated with them, otherwise known as tags.

So example, I have a set number of tags in my CRM that are associated with positive and negative points. For example, a keyword could be salesy, negative points obviously. You know, genuine, friendly, business savvy, you know, community-oriented, those are some of the keywords that are associated with positive points. So not only is the system grading them, but I'm grading them, and I'm, those keywords are hooked into points, negative or positive points, so now we have a holistic score of that particular individual.

It doesn't matter if they're a prospect customer. As long as they're in the CRM, they're being scored. So over time, I could actually look at, my list and sort them by engagement score and only show preference to those people that have a higher score because those are the people that are really interested in what I do, if they're a prospect or really interested in communicating with me and collaborating with me if they're a networking partner. And again, I have a whole list of segmentation in order to categorize people, and I have so much, probably the most foundational piece of building a CRM, is to make sure you categorize and segment your list accordingly because when you send email marketing, you wanna make sure it's more targeted because if you do the spray and pray marketing, people are gonna unsubscribe.

You only need to send messages to people that are related to that specific CRM that are only interested in that specific topic, because you're gonna get more engagement. Yeah, I think the unlock there is, we're used to, we've been habituated by the email service providers of thinking I'm gonna write it once and I'm gonna blast it once. Yeah. This is completely different, but you're doing the same steps.

You just have to in your mind say- Mm-hmm ... I'm writing this for Brandon, and I need, you know, I know exactly who Brandon is. I've spoken with him, not only through email, but on Zoom calls and, you know, in, in cases I meet him at a n- a real world networking event. So I absolutely feel like I've got a very good grasp on Brandon.

Yeah. I'm writing that email. That's, this is the vibe that I'm using to write to him- Yeah ... right now.

However, I'm only going to send that email out to people like Brandon- Yes ... when they fit the exact criteria. So I don't- Right ... I need to banish from my mind, that it was good that I sent out 500 emails today.

That could be meaningless. Mm-hmm. What I need to think of is did one email go out to the right individual? And I could have written it three years ago, but it was exactly what they needed at that time and for who they were.

Yeah. And you could write such a good email that they think you just emailed it to them. Right. That's what they should think.

Yes. So that's when you do know you're doing really good email marketing, when that person thinks that you just sent it to them. You could tell, when somebody sends you an email, that it was just, mass emailed. If you do spray and pray there's gonna be a lot of people that are gonna look at it and be like, "Why did this person send this to me?

Some people will ignore it or they will mark it as spam. Yeah. Here's the thing. When they ignore it or mark it as spam, if you continue to do this, your email reputation goes down.

Now, the ESPs, otherwise known as the email service providers, will look at that, they'll downgrade you, and then they'll basically relegate you to spam folders and promotion folders, and now you have ruined your email reputation. It's kind of like your credit card score. Yeah. Also too, when you buy, like, cold lists from people, When you send them a email, those people are not gonna know who the hell you are.

You haven't established a relationship with them. A lot of people are probably going to unsubscribe or not open it up, therefore your email reputation is gonna go down. So those are things that are just faux pas to do, especially when it comes to email marketing. I need to make sure that when I'm sending emails from my CRM, I need to maintain my email reputation so that my emails goes into people's primary inboxes, not into their, spam or promotions folder.

I think an even, more common one is- Just letting information get stale. I think it's important for us to build in a little bit of, a, like we do with our going and working out, we need to have a little bit of a regimen to check our data regularly. If we have not been, keeping in touch with people, we should be, "Hey, I, I I noticed you moved off to that new job." Okay, or if we see something going by in our LinkedIn feed about that, go to the CRM, get it up to date.

It pays off when your automations are delivering stuff to the right person at that time. I wanna ask about AI, we're in an age where we're starting to see people saying that, AI agents, you know, can take automation to the next level, and that we can get hyper-personalized. I'm interested in knowing, Brandon, do you have any views on that? Do you think that CRM is a good fit for that?

Yeah. So a lot of the CRMs in my tool belt that are on my approved list are all embedding and adding AI components into their CRM, so they're adapting- Yep just like everybody else needs to adapt or you're gonna get left in the dust. I'm sorry, but, like, that's why I like technology, because I like change and I like- Yeah ... continual change, and I, I picked the right industry.

I like learning daily. I like, I like learning all the new things that are going on with the CRMs in my tool belt so that I can provide more value to my clients, so... the other thing I love about technology is, the reason why I love technology is because it allows you to streamline operations to be more efficient, to give you more free time to be human. So whether it's automations, whether it's AI, now you have the responsibility to have more time to engage with your customers, prospects, and business partners, and showcase your personality and your engagement, because that is your biggest differentiator in your business.

That's why I like CRMs. And yes, I use AI tools behind the scenes as well, but allows me to have more time to engage with my customers, prospects, and business partners, and me engaging with them is gonna showcase my differentiation, 'cause that is my biggest differentiating factor in my business. So I am not a AI specialist. However, I do look at different tools and use them a lot, okay?

But I know other AI professionals in my network. About a month ago I met a lady, she, has a PhD in AI, so I picked her brain and- Yeah ... by me surrounding myself with very smart people in the AI space, I know I am not a AI specialist. I am a AI specialist for me and my business, but not for other people.

So when people ask me things like, "I'm not gonna recommend you anything. You need to talk to an AI specialist that I know, that I have in my tool belt," because the way I treat my clients is very personalized, and that's the way that she does her AI, advising and consulting. So that's why I like talking to those people. And with AI, like AI is like the protein of the- ...

of technology. There's our health anchor coming. Everybody in the health space always talks about protein all the time. Sure.

All the time. Everybody's talking about AI. And so when I was talking to a lot of people in the AI space that are my networking partners, the one thing that I got from them is, there's so many people that want AI, but there's so many people that aren't ready for AI because they don't have a documented process within their business. There's no documentation so that you could train that AI accordingly.

And if you wanna run AI without the right documentation in your business, your AI's gonna fail. People are gonna not gonna be happy- ... because it's not gonna answer questions appropriately, and people are gonna be unhappy about it. So you only are gonna be ready for AI when you have a good documented process within your business.

If you don't have that, don't even look. And I'm big on documentation and processes and procedures. The main thing is I have a foundation, I have processes in place, I have documentation in place, and because of that, you can train your AI to be your second half or your second better half, or whatever you wanna call it. Some people then are needed in the marketing function or the marketing ops function just to work on the CRM.

For things like lead capture and for, not only generating leads, but also nurturing them, and then handing them off. Brandon, I think you'd agree with me , if they've figured out how to get faster at doing the things that they need to with a CRM, and it goes over to sales, they should reinvest the time that is freed up to actually sit and talk with sales to find out how, on a human level, we can make things better for- the people that are actually the prospects, like that marketing, who doesn't get that frontline, f- person-to-person interaction, that they can get some of the goodness out of what the sales are telling them so that that frontline information can be turned into insights on making marketing better.

Yep. I agree. Hey, Brandon, if people want to find out more about you, find out where you do it, and I guess best of all, find out how they can get in, into contact with you to see firsthand the kind of stuff that you do through a CRM, where should they go? Yeah, easy.

Healthydataguy.com. That's the best place to contact me. I have a contact form.

I have all my information there if you wanna set up an appointment with me or email me. so yeah.- Lots of stuff Including videos that, people who have worked with you can tell people, "This is my circumstance. This is what I've got going now."

Yeah. So that's all there. Thanks for coming on the show. Thank you for having me.

And thanks again for listening all the way to the end.

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