Don Mock 0:19
Episode 102, we’re back Rob.
Rob Broadfoot 0:21
We’re back, back in business.
Don Mock 0:31
Dramatic pause. Alright, so we were on a call today and talking about search, right search engine optimization, SEO, SEM, PPC, all sorts of fun acronyms and alphabet soup, right. And this particular clients, you know, there’s a little bit of I don’t want to say confusion, but there’s little chitter chatter about b2b versus b2c. So business to business versus business to consumer, right. And What they do, we don’t have to go into it. But What they do kind of does have applications for both right? And you brought up a really interesting points of, there’s no such thing as b2b. It’s kind of an idea, right? Sort of the topic of What, you know, is it really even b2b anymore? You know, that type of thing, right? So I thought that could be interesting for today’s chat was, hey, there’s no such thing as b2b. Yeah.
Rob Broadfoot 1:21
I mean, it’s not a new idea, certainly, but it is. It is a philosophy. I would say that I subscribe to more and more.
Don Mock 1:29
Yeah, as we go on. Right. Yeah.
Rob Broadfoot 1:31
I mean, you know
Don Mock 1:32
30 years ago I wouldn’t agree with you. Right
Rob Broadfoot 1:35
Well I mean, I guess I don’t I don’t know. I mean, at the end of the day, somebody has to make a decision. You’re talking to a person.
Don Mock 1:42
Correct. Correct. But I would say that the method or the transition of information for a business divisions channel, right, 30 years ago, was was vastly different than a consumer channel.
Rob Broadfoot 1:55
It was more segregated.
Don Mock 1:56
Yeah. Yeah. So I mean, in terms, I mean, of course, there are still trade magazines, and we get them all the time from random ads. You know, but like timber processing? Right. I mean, you know, meetings today, right? I mean, those aren’t, those aren’t on the magazine racks at Tower Records back in the day, nor are they on the magazine racks at, you know, your your Publix or whatever today or wherever magazine racks are left, because I don’t know where they are, you know, maybe a Barnes and Noble. Right. So I mean, you know, 30 years ago, yeah, there was a clear delineation in terms of the delivery of information. But I do agree with you that, hey, at the end of the day, there’s still a person making the decision, right?
Rob Broadfoot 2:30
I think that we’re you know, we’re all consumers of one thing or another or many things. And that doesn’t matter if you’re buying a you know, a bolt for your industrial manufacturer or if you’re buying a bottle of Listerine. For your Nor nor breath.
Okay, for your What kind of breath is that?
Don Mock 2:43
What’s nor nor breath?
Rob Broadfoot 3:03
It’s gross. You could say it’s gross. It can also be good though.
Don Mock 3:08
Oh, like dude that’s so nor nor. that kind of thing.
Rob Broadfoot 3:11
Don Mock 3:11
Okay. All right. Well, hey, man, I want to bring back radical. I always thought that was a bitchin term like that’s rad.
Rob Broadfoot 3:20
Well, remember that movie.
Don Mock 3:21
Rob Broadfoot 3:22
Rad, rad. It was a BMX movie. Classic.
Don Mock 3:27
Okay. Well, I was close
Rob Broadfoot 3:29
Anyway, the point being that, like, at the end of the day, we’re all consumers, right? And when it comes to marketing, you know, you’re always talking to a person, right? At the end of the day whatever it is that you’re selling or marketing, a service, a product or whatever. Um, you’re always talking to an individual who has the power to make that purchase decision. Whether that purchase decision again, is a bag of bolts for industrial use of equipment or whatever, or a pack of bubble gum. And I think that people tend to maybe think that b2b marketing traditionally hasn’t maybe held as much emotion in it, potentially.
Don Mock 4:14
I thought you might have said the word cache.
Rob Broadfoot 4:16
Well I would say that too
Don Mock 4:18
Because traditionally, it hasn’t nearly been as sexy.
Rob Broadfoot 4:21
No, it’s thought of as industrial, just business.
Don Mock 4:25
Our business can help your business do this. Right. Yeah. Right.
Rob Broadfoot 4:28
And it’s lack that sort of emotional, I think, awareness, or message. And I think that over the past few decades, that has certainly evolved. And so when we say b2b marketing to me it’s a little bit of a misnomer. Only because at the end of the day, you’re really talking to, to a person and I think we have it we have a fair amount of What What I guess a lot of people might classify as b2b clients. Sure. But I don’t really think of them that way. I guess I just tend to think have a more as a we’ve got to sell industrial coding. Yeah. To the sales guy or the market manager at at, you know, wherever it is XYZ, how do we talk to them about this and create some sort of emotional impact?
Don Mock 4:28
I agree. It’s almost more of a logistical play in regards to Well, it’s, we’re trying to sell 50 boxes of goop to one person over there Versus 50 boxes of goop to 50 different people.
Rob Broadfoot 5:26
It is like wholesale versus retail in a way. Yeah. In a way.
Don Mock 5:31
I agree. I mean, I think that good advertising is going to have an emotional trigger to it, or emotional sort of aspects, right? It’s, it’s going to have that that hook, right? theater of the mind, if you will, right. And yeah, just so happens that you’re, you know, purchasing on behalf of your organization, right. Through procurement, or whatever the case may be. Versus oh, I’m putting this in my cart and bringing it home with me. You know, I mean, the the decision of making that purchase, I think is still remarkably similar. Between if you’re buying 50 boxes, or one.
Rob Broadfoot 6:08
I mean, I’ll roll with the weird analogy that I put forth, which is okay, if if you as an individual are buying a bottle of mouthwash your pain point is
Don Mock 6:18
Rob Broadfoot 6:19
You have bad breath, or you just want to make sure you have been minty breath. But there’s a pain point there That you are trying to resolve and again, the same holds true for a bucket of screws. The pain point is the screw doesn’t work. I need to put this together. I have to fasten, we have to do the thing. And so then, really, the methodology is the same. You find that pain point and then you come up with a creative way to address it and solve it and make it less painful.
Don Mock 6:50
Yes. And that’s What we’re here for, There’s an Easter egg in there for somebody. All right, I think an interesting overlap, right? Since we are kind of talking about overlap, how everyone’s a consumer, right, is something we play in a fair amount, which is healthcare, right? Health. You know, it’s, it’s really interesting in that healthcare is such a strange. From a consumer perspective, we’re becoming more and more and more aware of what’s going on our body. But historically, we haven’t really done that we’ve always just kind of listened to our doctor or doctor says this and so we do it. Yeah, trust. And we’ve done a lot of biologics and orthopedic sort of devices and things like that, right. And I’ve always made the joke, like, nobody knows if they’re putting a Nike Puma or Adidas in their body, right? They just trust their doctor and, and all they care about really is recovery time. Right? What’s the surgery gonna be on the front end? And then what’s the recovery? Right, but nobody knows What you’re talking about bolts and nuts and screws, you know, no one pays attention is that Stryker is that J&J, we just talked about J&J in the last, you know, no one really pays attention to that stuff. But kind of going off on a little tangent here. But, you know, the the overlap now in regards to we were so inundated with pharmaceutical ads during sports games, ask your doctor about this. Ask your doctor about that. Right. And then just self diagnosis of hitting Dr. Google, right that there is kind of this weird. Oh, I know. Which is a terrible like,
Rob Broadfoot 8:21
WebMD, all roads lead to death.
Don Mock 8:24
Yeah, exactly. Or like surprise you have cancer. You know, you need to go to the Mayo Clinic immediately, which I shouldn’t make a joke about, but I mean, it’s why that is, but WebMD it does seem like all roads lead to bad things happening. But healthcare, I think presents an interesting aspect of it’s kind of b2b, but it’s kind of b2c, but it’s kind of all over the place, right? Because you have to talk to doctors and traditional providers. Right. But really, it’s all about what’s happening with the patient at the end results right? Yeah. And then we are big you know, patients are even though maybe we’re getting dumber, we’re also getting smarter in regards to being able to ask our doctor very specific questions, right. Oh, I Googled this, I will look this up or oh, this drug or Oh, that implant or this whatever, oh, I need to go get a CAT scan done or something like that. You know What I mean? It’s so there’s, there’s many, you know, What is all that Rob? Is that b2b? Is that b2c? I mean, I’m the consumer, but then you’ve got multiple b2b things. I’ve got Quest Diagnostics got my bloodwork done, you know, like it’s this weird, tangled web of overlap.
Rob Broadfoot 9:30
It’s definitely it definitely, I think because of I would agree with the abundance of information out there. Yes, pharmaceutical companies, we’re seeing more ads for everything out Lunesta. Well, I mean, you name it, whatever and It is all in an effort to get patients to start taking charge of their care.
Don Mock 9:55
Would you consider that kind of the pull through of I want my MTV
Rob Broadfoot 9:59
Um, yeah, it’s the same thing. Yeah, it’s the same thing. I mean, and I think now like, you know, we’re will withhold names right now. But we’re working on a project were in sort of the diagnostic imaging space, right? And it is this idea that yeah, it used to be I go to the doctor, and they say, I need a CT, or scan or MRI, or whatever it is. Now What you know, and they just kind of send you off with a thank you,
Don Mock 10:28
Here’s a piece of paper…
Rob Broadfoot 10:29
They kind of fend for yourself to go find it. Or the doctor did have some sort of trusted provider that they go to. But we’re working on a project now where it’s, oh, no, Here’s a big network. And Here’s how we tie in to the doctor’s office for imaging. But we also talked to the patients in terms of imaging so we’re offering the exact same service talking to two different people talking about it in different ways, benefits to two different people but at the end of the day,
Don Mock 10:29
It’s the same service at the end of the day
Rob Broadfoot 10:34
It’s the same service at the end of the day, one of them, it’s just, hey, Here’s the benefit to the patient. And then Here’s the benefit to the doctor. So call it a b2b play, because you’re talking to the doctor’s office you’re really just talking to the doctor. And Here’s how the service provides the benefit for you and your practice.
Don Mock 11:14
Yeah and then the b2c aspect would be talking to the consumer, the patient
Rob Broadfoot 11:20
Yeah, which is I’m leaving the thing, I’ve got to get a scan and oh, Here’s this leave behind whatever it is, to go get my imaging done.
Don Mock 11:28
So it’s really not I mean, yeah, if you consider it the old fashioned methodology we just outlined, there’s there’s these two different paths, but really, it’s just more target audience. Yeah, no, I mean, that’s I mean, which feeds into the really, there is no more b2b.
Rob Broadfoot 11:42
Here’s the benefit for you. And Here’s the benefit for you, for the doctor, obviously, it’s more organized, you can track your patients progress, you can do all these things for the patient it’s, oh, it’s super easy and trusted you can just go down the street. It’s right there. And yeah, and there it is.
Don Mock 11:58
Yeah, exactly. So it’s, it’s, you know, certain industries, you know, might have more overlap than others than this, but, but again, the vehicle and the channels are all kind of converging around technology, right, which does kind of create this significant overlap, right? I think pretty soon, if we keep the healthcare methodology going, I think pretty soon and it already exists, but you’re gonna see more and more and more and more of hate for doctors, for patients, when you go to website for a practice, or Yeah, pick the path of What you know. Now, it’s the same information on the back end, it’s just presented in a different manner on like, Oh, Here’s What it means for you target audience one, Here’s What it means for you target audience number two, right, you know, so call them What you will, but they’re both just consumer outlets.
Rob Broadfoot 12:48
I mean, you think about all of the outlets now where you can go get prescription drugs?
Don Mock 12:53
Yeah, I mean, we were just talking about this this morning.
Rob Broadfoot 12:55
Yeah. I mean, you got to Amazon. You can get your drugs from Amazon. Or rx.com. Or you can go wherever you no longer have to have that, you know, middleman of a CVS or a pharmacy. I mean, in a physical sense
Don Mock 13:10
Yeah It’s interesting in that it’s kind of big, it’s kind of like, What is the ophthalmology your eye doctors, it used to be like, you get your prescription, but then you take that wherever you want to go. Prescription drugs are kind of the same way now where it’s like, you don’t even have to physically go anywhere. It’s just hey, upload my thing to What XYZ and they’re gonna mail it to you. Now, I can’t wrap my wrap my brain around why it’s $5 here. $0 there. $50 over here or five? You know What I mean? Like that. And that’s a topic for a whole nother conversation. That’s the broken system of insurance. So we spent a lot of time interestingly enough talking about health care in this b2b and b2c sort of thing. But but it makes sense because of the overlap of everything. So and being consumers. So I think it’s interesting point, I think, I think that we are trending more and more towards that and sort of the lack of, of, you know, hard lines in the water If you would agree with that. So
Rob Broadfoot 14:07
I would, wholeheartedly.
Don Mock 14:09
All right. What else can we agree on where the people can find us?
Rob Broadfoot 14:14
That we can all agree on and that place is the magical internet and that’s the world wide web
Don Mock 14:22
As long as you stay away from WebMD I shouldn’t say that. Maybe we will be sponsored by WebMD one day, Feel free to go to WebMD check it out. Yeah, that elbow pain you got and it just turns out as tendinitis, you’ll be fine
Rob Broadfoot 14:36
www.mocktheagency.com Of course and on all the socials where we like to get social. Be social @mocktheagency Of course. And that brings us to the end of 102 Yeah, we will see you for 103.
Don Mock 14:50
It’s gonna be awesome. Yeah. Thanks, everybody.