Fine-tune your Business with Latest Tech | Jay McBain | Engati Engage

Jay McBain joins us in this episode of Engati Engage where we discuss how to fine-tune your business with the latest tech trends to optimize and automate processes.

Jay McBain is an accomplished speaker, author and innovator in the IT industry. Named to the Top 40 Under Forty by the Business Review, Top 8 Influencer by Channel Partners, Top 8 Thought Leader by Channel Marketing Journal, Top 20 Visionary by ChannelPro, Top 25 Newsmaker by CDN Magazine, Top 50 Channel Influencer by Penton, Top 100 Most Respected Thought Leader by VSR Magazine, Global Power 150 by SMB Magazine, and Top 250 Managed Services Executives by MSPmentor.

Fine-tune Your Business with the Latest Tech Trends

This section will contain a summary of our interview with Jay McBain. But, if you’d prefer to hear him yourself, our Spotify podcast is embedded below.

Every industry is going into a subscription-based service model, so the point of sale is just a start. What role do you think conversational agents/ AI can play in retaining and satisfying current customers?

“ We’re going through an interesting time,” says Jay McBain. Jay works for Forrester research so lots of different people are looking at lots of different angles. Essentially, you have every company in every industry becoming a tech company. Whatever they specialize in, has now become their side job. For example, every service company is now a tech servicing company.

You’ve got people become more tech savvy.

It’s leading to new buying, new channels, and new partnerships. There’s a big swing at Forrester, in terms of how people buy, how people engage. It’s now about creating this subscription model to create a customer journey that never ends, and how we go about managing that.

One of the fastest-growing areas is this idea of Chatbot s. The #1 feedback from customers on what companies should do to recover in phase 2 of COVID-19 is automation.

COVID-19 happened to be a big failure on the human side of processes, workflows, customer experience, customer success, customer support. So companies now have to double down on their transformation strategies and really focus on those who are blocked, or hindered by humans today. Jay sees it as a huge growth area in our customers and clients. And the world of business is telling us that this will be the fastest growing industry at least for next 18 months.

You’ve developed an innovative “dandelion marketing” approach. Could you please elaborate on this and how do you think today’s digital era is contributing to its effects?

So here’s the idea-

You’re in your backyard, and you have these dandelions growing. And for millions of years, they grow the same way. They send out a bunch of seeds and your backyard turns yellow over time. We don’t know which seeds are going to plant, or how much wind there is, or how much rain or moisture.. There are over 1000 variables we can’t control. So rather than making every seed better. And increasing chances of each seed by 10%, it’s never evolved to pass this idea of the kind of quantity in terms of spread.

So the same analogy is used in marketing- Where in the channel world, there are 54 magazines that people read, 64 podcasts that they listen to. There are 150 trade shows, etc. There are so many variables. So for a company to do a good job in marketing today, it has to be a dandelion or community based approach. We have to understand what people read, where they go, who they follow. And being able to leverage these influencers and super connectors. We spent too long in marketing thinking that people are going to come to us. Podcasts, ebooks, etc., are important but they are only a very small element. And they may not plant. So you have to focus 80% on effort inside the community and getting your message on other people’s platforms

Did you love the insights shared by Jay? Read the whole interview here.