Kipp Bodnar
speaker
121 appearances
1 recordings
1 series
first heard Apr 2025
last heard Apr 2025
Kipp Bodnar’s voice in public audio — every appearance, attributed to the second.
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Appearances
They get so obsessed with sales and bringing those customers in, they're like, oh gosh, why did like 80% of my customers leave this year? That's because I haven't been focused on it at all. I don't have any of the infrastructure to actually focus on it.
Customer service is largely about setting expectations, right? Which is, do I know what I bought? Do I know what I'm going to use the thing I bought for? And do I know how I'm going to think that that's valuable? If the answer to those things are yes, then that customer is normally pretty happy. If it's no, they're going to be pretty unhappy.
And so marketing's job is to set up the value proposition early on. A sales job is to not oversell, to not make promises that the product can't keep, and to understand that customer's business enough to understand that this is how you're actually going to use this thing once you buy it. And then customer success and customer supporter, their job is to help you get onboarded and
Get any blockers, because there's always unique things. Your business has this problem that isn't relevant to our other customers that we need to help you solve. And once you fix those problems, the customer's going to be very happy. It's normally in one of those stages where things go off the rails.
The most helpful thing that we have done and learned over the years is we always run a monthly net promoter score survey with our customers. And so net promoter score is a question we all see, how likely are you to rank the company from one to 10? And please tell us why. And the score, kind of important. The tell us why is very important.
And the reason for that is you get a real sentiment as to what people value or like or dislike about your product. And now with AI, if you run a survey like that, you can take all of those text responses and just get the core themes very quickly. And what your job is with any customer surveying and why I think NPS is so good is to not have problems be festering and systemic.
You always want new problems. So it's like, oh, Our customer support's back. Great, let's fix our customer support. And then you won't hear anything about customer support. You'll hear about a new thing like product speed or, oh, our client portal is tricky. You hear all these things, right?
And so I think the net promoter score question is the best because it gives you where the big root cause are. When you ask specific questions, you often get the symptoms without the root cause.
All right. If I'm time rich and money poor, what would I do? The first thing I am doing is I am figuring out what type of creator I need to be. Am I going to be YouTube, LinkedIn? What's my product? What's my market? I got to start creating and I got to create on the daily because I'm time rich. I got the time to make every day and I got to make something every day.
I'm going to use AI tools to help me keep up the pace of production and they're free to very low cost so I can take advantage of that. Then the second thing I'm going to do is I'm going to find one area where my target audience spends a lot of time. that I might be able to reach them in a very interesting way. Like an example of this is the early days of LinkedIn groups, right?
What you could do in the early days of LinkedIn groups is sponsor messages that the group owner could send to the entire group. And we would go and we would spend money to do that. And nobody else was doing that. And we got hugely efficient lead generation by doing that. And it's just like, oh, a million marketers in this group. Nobody is really going after them. How do we get them?
Money richer, time poorer.
Okay, if I have some resources to do this, it's not gonna be that dissimilar. I think the channels work, how I'm going to accomplish those channels. I'd probably still be a creator, but I would hire an agency to help me do all the post-production, to do the research, do all that. And I would use AI to prep.
But I would need somebody if I was time poor to tell me, oh, these topics suck, they're not working. These are the new topics we should do. They kind of give you the cheat sheet of editorial and iteration for sure. And then if you have some money, you can use programmatic ad platforms. You can use Google, you can use Meta that will give you enough money
baseline revenue to kind of start reinvesting. And so I would probably use YouTube ads, to be honest with you. YouTube ad targeting is great. And the cost is so much lower than Google and Facebook and Instagram that I would probably do that.
Start using AI. Pick a foundational model, ChatGPT, Claude, Google Gemini, and use it every day. Once or twice a day, every day. Build the habit.
I just bought a piece of art that says, if you don't know, find out. Be endlessly curious. Be endlessly curious and ask questions. Never feel like you're stupid. Just go and ask all the questions. And if you're curious about something, just call somebody up. You'll be shocked. People will give you time. People will give you information if you care enough to know it.
And then once you have that knowledge, your life is just way better in every single way.
You can check out HubSpot.com, product, everything there. I host Marketing Against the Grain over on YouTube and wherever you get your podcasts, you can check out Marketing Against the Grain.
I love that. I'm excited to have you on. We'll catch up again real soon.
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