There it's Jeff Ogden, the president of Fine New Customers, the B2B lead generation company, and welcome to another episode of Latin Learn featuring fearless comp. In this week's show, what we're going to do is show you an innovative approach in marketing, which is to use a cartoon. So the real idea here is, can you turn your product into animation? Something that people can watch and be amused by sticking with what you're really focused on, which in this case is inbound marketing and it's HubSpot. The diabolical sultan of spam has talked the normally respectable company acts into a cold-culling scheme to produce leads. Company X realizes this is not helping their marketing efforts and quickly send the call for help to Captain Inbound. Time to call a meeting. It appears that the sultan of spam has been brought in by Company X for a cold-culling campaign. Don't they know that inbound marketing focus businesses have a 61% lower cost per lead? This can't be good for their reputation either. Not to mention the low morale of their salespeople, who should we call? This sounds like it might be Chris Brogan's specialty. Sao Woboda team inbound, the secret to successful marketing is building relationships. Well how do we do that? Use social media to listen to your customers, build their trust and turn them into your brand advocates. The sultan of spam was hired by Company X to get leads and he started a cold-culling campaign. They've already been building loyal customer relationships using social media. There's a 44% increase in negative sentiment towards Company X on Twitter and Facebook since this cold-culling campaign started. We have a second to lose, let's go! Hey convert, what are the customers of Company X saying? Mostly confused and annoyed. They aren't used to being treated like this. Get found, what are we doing about it? I posted a video apology acknowledging and poking fun at Company X's mistake and tweeted it out, it's got a great call to action encouraging the customers to call into Company X. Excellent, I'll take it from here. If you're not dialing, I'm not smiling. That's because you're dialing but no one's listening. I wonder what happens when the conversation goes both ways. Oh, what is happening? No one wants to be barrage by unwanted phone calls, most get blocked by a dollar ID anyhow. The effort to listen and engage in building audiences trust works every time. So sultan, who's smiling now? Damn you captain inbound, you haven't heard the last from? Hello? Nice job captain inbound, cold calling is so vulgar. And the ROI is terrible, which is why 32% of businesses report telemarketing is becoming less important to their lead generation. Compare that to 47% of businesses making SEO blogging and social media a bigger part of their marketing mix. Do you think the sultan of spam will ever show his face again? Well, if he does, you know what to do. And of course, who to call? What fruitless marketing tactics will the sultan of spam stir up next time? Who will fall victim to his useless blurs? Tune in next time to Captain inbound. So that was the second episode of HubSpot's TV series called Captain Inbound. HubSpot is just beats this to death inbound marketing. Inbound marketing, inbound marketing. And I mean, it does get a little tedious, but I mean, they are consistent. So hey, there's some advantage to that. So my question to you is a B2B marketer. Can you make your product into something different? Can the messaging be something like a music video, a cartoon? Can you do something different that engages the audience rather than just the standard the white paper, the ebook, the webinar, the podcast? People just get bored with this. Come up with something very creative and different, a cartoon. A music video, something which really engages them. So you can learn a lesson from HubSpot. This has been Jeff Ogden, the president of Fine New Customers, the B2B lead generation consultancy. We will see you next Friday. And I also want to, as since it's July, the one last thing, Don Ift Perkins is our fan of the month. Who's going to be our fan of the month in August? Have a great weekend.