DemandJump is a marketing strategy platform that uses AI to determine the most important keywords for driving search engine traffic, and in this edition of the UpTech Report, host Alexander Ferguson meets with the CEO of DemandJump, Christopher Day to learn more.
Based on Google keyword analysis and understanding search intent, DemandJump’s AI keyword research tool provides a game plan for content marketers who want to increase first page rankings. Artificial intelligence does the SEO keyword research, and in addition to providing the keywords, it also tells you the actual questions that people are asking related to the keywords.
Once the new content goes live, you’ll get a full analysis of which pieces of content and campaigns are actually driving sales. Plus, DemandJump gives you regular consumer insight reports that tell you how customers are behaving and what other competitors are up to.
Christopher Day is the co founder and CEO of DemandJump. DemandJump is the #1 Marketing Strategy Platform that shows marketers the content to create that will increase Page One rankings and drive better outcomes.
Previously, Christopher has founded 8 companies, all in different verticals, and has had exits to Comcast, Motorola, Time Warner and NWP. He has founded, built and grown companies in billing software, automated meter reading, broadband, investment banking and others. Christopher lives in Zionsville, IN with his son.
DISCLAIMER: Below is an AI generated transcript. There could be a few typos but it should be at least 90% accurate. Watch video or listen to the podcast for the full experience!
Christopher Day 0:00
There’s two parts of content. There’s storytelling. And there’s science. So we’ve automated the science piece.
Alexander Ferguson 0:12
Welcome to UpTech Report. This is our applied tech series. I’m your host, Alexander Ferguson. And I’m excited for our discussion today. This episode is sponsored by TeraLeap. Learn how to leverage the power of customer stories at teraleap.io. My guest today joining me, I’m very excited is Christopher Day who’s based in Indianapolis. He’s the co founder and CEO at DemandJump. Welcome, Christopher, good to have you on.
Christopher Day 0:36
Thank you, Alexander excited to be here. Appreciate you having me.
Alexander Ferguson 0:40
Now, the DemandJump is a marketing strategy platform that powers page one rankings. Now we’re going to dig into what this really means. But let’s start very high level. I mean, Chris, are what’s the problem that you guys set up to solve?
Christopher Day 0:54
Yep. So what we set this all very high level is the internet was built for people to find any product service or information, right, you and I, as a consumer, as a customer, as a buyer, we think it’s all the same thing is for people to find any given product service or information. It was not built for the inverse of that. How does that product service or information show up for the people? That that is the big gap in marketing today. And that’s what demand jump was built to solve is to save marketers 70 80% of their time, and take him from having to guess and take him to knowing exactly what to do that will drive those results their CEO once and quite frankly, the marketer wants, right? It will,
Alexander Ferguson 1:48
every marketer will, every business needs to get eyeballs on what they have to offer. And everyone has moved to the internet to find their answers or solutions, what they’re looking for. And that’s what you’re trying to play in is helping connect the marketers to say, I mean, these people are searching for x. So you should really be creating content around this is obviously whatever this is what said topic relates to your product. So let’s give some some real world examples. It’s always helpful to bring it out of out of the cloud, back to reality. Give me Give me an analogy or one of your customers of how that works.
Christopher Day 2:20
I’ll give you a b2c in a b2b, b2b example. In b2c, let’s say I manufacture lipstick. Right. And I want people who want to buy lipstick. I want them to find me when they’re looking for lipstick. The most powerful question in the world this data was six months ago, and maybe somebody may be answering this as of now. But the most powerful question in the world for lipstick? Is what does lipstick stand for? Not one of the manufacturers was answering that question, not one. And so that’s an example. Or let’s take CRM, right? That’s a very common term. One of the most critical questions that people are asking are, what are the types of CRM? I never would have guessed that that’s a serious question that ranks in the top five, and neither did our customer. And they started writing about in our platform tells them exactly how to write it. They started right about one of the types of CRM first page rankings for CRM skyrocketed. So it’s, it’s, here’s what markers do today. And by the way, this is not if there’s any marketers, I hope there’s lots of markers listening to this. It’s not your fault, right, the deck is stacked against the marketer, because the marketer can’t see touch and feel what they’re trying to solve for. Right. And that’s how to show up along the customer journey. And so
Alexander Ferguson 3:53
there’s been a lot of No, I mean, there’s been a lot of tools that have come up over over time, but you have Google, which obviously provides their their Keyword Planner, and there’s word stream and other things. I mean, how does your product approach this differently than what’s already existed?
Christopher Day 4:07
Yeah, great question. So. So there are lots of tools out there, right? And there’s been lots of people said, Oh, we’ve solved SEO, we’ve solved, you know, your hack this, your backlink, that, et cetera, et cetera. It’s all garbage. The reason it’s garbage is a keyword, in of itself, is not relevant. What is relevant is a keyword and how it’s connected throughout the network around a given topic. So all keywords are not created equal. Right. So what we’ve discovered is this idea of networks, the internet is a massive network. It’s a massive network of networks, right? Any given topic has a network within the internet itself, right? So we’re not the first ones to think of the concept of a net What’s a LinkedIn? It’s a network. It’s a network of people, and how they’re connected to each other. What’s Facebook, same thing, it’s a network. It’s a network of people and how to connect with each other. So our thought I just got chills, I get so excited about this shark, our thought process was, we think there’s a lot of similarities between the human brain and the internet. Right? What’s the brain, it’s a network as well. So what if we could take all of that data, and then everybody has access to data. But the data still requires the marketer, if I go into some of these popular se tools out there that we all know. And I go look at data. And I get a big list of keywords or phrases, I get all kinds of crap, right. And if I’m a sophisticated marketer, I download all that into a spreadsheet, and I try to organize it and figure out, you know, what I’m going to do, the marketer still has to determine how they’re going to execute against that keyword. Well, by marketing, you can’t have you’ll have some success by default. But if I knew as a marketer, around any given topic, how does that what is the network around that topic for the words and the questions in the searches? Whether they’re short tail long tail? And how they relate to each other? And then unweld, that network for what are the most connected, phrases, keywords questions, then I know what the most important questions or keywords to focus on, that are connected the most throughout the entire network. If I know that, and I write content, which we automate, by the way, the the content creation of that, or I should say the content brief. If I write my content now, that’s aligned to the most powerful important questions or keyword phrases, to what people are actually asking, because the internet was built for people, not for me, as a marketer, then I will be more aligned and connected to that organic customer journey than anybody else. And I will get pushed up and serve on page one.
Alexander Ferguson 7:11
So let’s, I’m curious to dig into this a little bit more on two sides of it, of the technology of how it works. I mean, you did just I think five years ago is when you began, and I’m sure it’s it’s morphed and continued to evolve since then, one side is of the technologies identifying these connections, these patterns, these networks, as you described, and the other pieces, you’ve said, automating the creation, I’m curious about this, the creation of the brief of here’s what you should do. So let’s, let’s look at each one. How did how did you create what’s the technology behind us?
Christopher Day 7:45
So there’s, so we have a patent that was awarded, I think, in May of last year. And that’s the main concept or theory that we use, there’s literally probably 100 algorithms passed that on how we actually execute it. But it’s the how do we do it at a high level, it is math, that map. So you enter a topic, that topic could be lipstick, or it could be customer success software, you enter that topic, you press a button, and the platform goes out and collects all the data around that keyword phrase. And then, and we and we keep spawning searches, and keep spawning, keep spawning until we see a diminishing return. We take all of that data then. And we what’s a common I’ll use the word cluster, maybe we cluster that data together to understand which words are more connected to the next word than others. And it basically if you think about a sphere, like a graph, like the image of graph, it’s a spider right? And so if you if you think remember those kids toys, you can kind of open up and it’s like a sphere, right? And there’s these connection points that connect this sphere. Well, those connection points, those are the words are the questions that are more important than the next grouping before you get to the next most powerful question or group of words. And so that’s the first step of the platform is to map that out automatically.
Alexander Ferguson 9:25
It’s a combo of first identifying going to the sources, you probably have all API connections to where those search terms are the guest research, and then you build out the graph. And then you it’s it’s really the correlation that math of research of ferret what what words are most correlated, the others? Because what you’re stating is, I mean, a lot of the tools and when people focus this is just a little just looking at the keywords, putting it into their own spreadsheet and then having to figure out manually. What should I focus on? What you’re doing is then another layer of the correlation between the term the words and terms to figure out The Best Focus is I get that right?
Christopher Day 10:02
That’s, that’s basically right. Because what I want a marker typically does today is when you look at a keyword, they’ll say, Okay, I need to write about, you know, CRM, what they will do is they will write about CRM through the lens of their product, and their domain expertise, because if you’re in the business of CRM solution, they’re probably pretty smart people, right? And they know what their product does. And they know why they think it’s great, and all these wonderful things. Nobody cares about that. That’s not what people are looking for your domain expertise. They’re looking for answers to their questions. And so it’s just, it’s flipping everything on its head, to say, write it through the lens of the questions and the pain that your target markets having and feeling and thinking versus your domain expertise.
Alexander Ferguson 10:48
So it still does require you as a marketer to know what the pain is of the customer so that you can work backwards? I mean, like, how would How would a marketer know that the answers I’m getting back are is what my customers are searching for, versus other people that I don’t care about?
Christopher Day 11:06
So because those people, so I’ll give an example of me personally, me, right, I’m the CEO of a SASS company. And a lot of markers would argue that, well, the CEO of a SASS company isn’t going to search for one of the most important SAS metrics. I searched for that all the time. I’m always refreshing myself, I’m always replenishing my knowledge, right? And so in, and I’m responsible for a lot of the purchases we make in the company, right? Or I’m working with my direct reports who are buying those things. And we’re always collaborating and looking at what are the latest things. So we are always, I think most people are, if they really step back and think about it, even though they’re an expert in whatever that field is. They’re googling periodically, and consistently very basic questions. And so I don’t know if I surveyed you on a specific topic. Humans lie in surveys, quote, unquote, right? Or if the survey is not structured properly, you’re going to get data, that’s not helpful. But when your brain thinks of something, and you put your fingertips on the keyboard, and you type out a phrase, or a keyword or a question, that is your pain, that’s what you’re really thinking about. And so if we can capture all that data, right, and we don’t know, it’s you individually, right? But if we can capture that data at the macro level, then we know what your pain is, we know what that target markets pain is, because those are the questions are asking every single day. So answer those questions. And then you put that content on your product page, into your brain into your domain expertise, by default, but you’ve got to get
Alexander Ferguson 12:59
into it, it’s being able to finally know what they’re writing for that you can create content and then that you are able to show up for the ad, it’s it’s looking at the entire web, not just assuming, this is probably what they’re searching for. Coming back to the beginning, what’s weird is the starting point that you’re that kicks off the rest of this engine, what is the marketer typing in
Christopher Day 13:20
the keyword of the topic. So if I sell calculators, I’m going to enter in calculator. If I sell, you know, something around content creation, I would enter I would do content creation, or content strategy or content marketing or content execution. If I sell CRM, I would do CRM or customer relationship management, or
Alexander Ferguson 13:43
continue to do the research. And the biggest thing is that you could run this multiple times. And over time as the Search searches change, you would be getting different results to be able to create new content
Christopher Day 13:53
that I’m saying correct? Because what we see in the data is it changes 22%. That’s a huge number massive number,
Alexander Ferguson 14:00
over what period of time is he? Are you seeing that that change happened every year? Every year? Wow. 22%,
Christopher Day 14:07
even a few percentage points is a massive. So if we every time we show our customers run these, we call them insight reports. So they run these for their mission critical topics. They run these at least once a month, and we refresh them up on the package level. We refresh them every week. And you will see some changes week over week, month over month.
Alexander Ferguson 14:31
And now let’s let’s look at the next piece. So you put in a term you know, you’ve found out all these amazing data points that all connect and you you’ve given strings of questions that that your customers are writing, how have you automated the the briefs of Alright, this is what exactly you should write about.
Christopher Day 14:48
Yep. So then, so she entered the topic, you press a button it takes 10 minutes to map out the world. When that’s complete. Then I go look at let’s see, I go to the questions first and I was Okay, one of the most important questions that I have to align to to rank on page one. So I go to the first question, the most important question like, click another button, and it pulls in the data that is most closely connected to that question. And puts it into a content brief or think of as an outline format that says, if you’re going to answer this question, you need to include these things, because that’s what the search engines are expecting to be included because of the most connected to that question. So when I answer that question, I’m including a very specific and strategic set of answers and some questions to that question, that the search engines will say, Ah, this piece of content is tightly aligned to what this person is asking, I’m going to serve that website, because that’s going to give them a better experience, and some random thing, that’s Jama keywords.
Alexander Ferguson 15:58
So you’re delivering the main question and a potential answer of how you should approach it as well as sub questions connected to it and their answers. Credit. And the answers How is it? Is it a statement? Is it a paragraph is a bullet points? I’m curious of how you how you generate this? Because there’s a lot of focus and and, and things happening in the content creation space with AI?
Christopher Day 16:22
Yes, yes. Yes. So you would answer that question. With, with with two, two things, you would answer it with? How people are solving that thing? You would solve that with domain expertise? Or excuse me, you would answer that question with your domain expertise. But the key is that you include those keywords in in questions that that thing? It’s a sub domain question. The key is that you’re you’re answering that relevant to that next set of keywords.
Alexander Ferguson 16:55
So you’re not you’re not providing the answers yet. You’re simply providing the questions and the sub questions on which to write content for exactly and the keywords to make sure you put in there,
Christopher Day 17:05
that’s great. This is exactly what you should write about in this order. Correct.
Alexander Ferguson 17:10
Slightly a sidestep here, as an expert in this space, Have you have you seen a lot of the content that’s been the content? tech solutions that are coming out? We’ve actually interviewed a few of them on this on the series that are using solutions, like, you know, GPT, three other things where it’s automatically generating content based off of Set Input, could you see a world? And are people starting to do this? Where? All right, you’ve got everything. Now, you’ve just said I, this is what you need to write. And then the actually just does the rest of it?
Christopher Day 17:41
Yeah. So I think two things about that. So number one, we’re working on that same thing right now. The the, here’s the scary part for the marketer, if they don’t know what they’re buying, they might waste a lot of time and energy and effort. Because those that AI generated content is only as good as the data in the models it’s trained on. So meaning if that’s being trained on and I think it’s if I may have this backwards, but GQ, GPT, three, I think you cannot dictate what you want to train, what data you want to train that model on. It just trains it in the internet at large, Wikipedia, whatever, right? That will create a garbage in garbage out piece of content that I don’t want, you might get some ranking out of it, but it will not rank very well on page one. It will. Why? Because it’s not trained from the relevant data. It’s not it’s not trained from the the the words that are most closely connected to the next set of words throughout the entire network around a given topic. It’s being trained on the entire internet, right, versus the actual true network around the topic.
Alexander Ferguson 18:58
What are we going to get? Are we going to get to the point where you’re going to be able to train an AI on just the the topic that you need to address?
Christopher Day 19:05
Yes, we’re doing right now. We’re not?
Alexander Ferguson 19:10
I’m not sure not rolled out yet. What’s out, okay. It’s not rolled out yet. You’re still working on it.
Christopher Day 19:16
We’ve been working on this for a year and a half. It’s very complex. It’s not, it’s not that we just spool up and throw some crap out there. So yeah, we’ve been working on for a year and a half, I think we will have for sure be one of it. I think we’ll definitely have this year. Now, we also don’t believe that you just take a piece of AI created content. And this might be different from product naming conventions, etc. But I’m talking about, you know, 500,000 3000 word article piece of content. I don’t think you’d ever push a button. It creates the AI generated content and you just put it out there and you’re happy with it. You You would still have want to edit that at some level.
Alexander Ferguson 20:06
But the question is, can we get 80%? There? Oh, yeah, yeah, yeah. And then we can can fine tune, we’re coming, we’re getting closer and closer to a world that is more automated. And in many ways, it can be a good thing. I mean, if it’s if it’s repetitive, and you need to the fact of being able to create this graph of insight of and connected all the points, how long that would take someone to manually figure out all those, it would be silly,
Christopher Day 20:35
right. And, frankly, it’s impossible. With spreadsheets, right? And sophisticated marketers are using complex spreadsheets, you will never, you will never do as well as a network. It just won’t happen. There has to be.
Alexander Ferguson 20:50
We’re definitely in an age where AI is powerful at providing insight, by the data inputs coming, if you know exactly if it’s tuned to exactly what you’re trying to accomplish, not just there’s no general AI, that’s going to give you insight on anything yet. But specific solution. But we’re getting closer now to where I can take the next step and provide an outcome of taking that insight and providing a solution. And and we’re not quite there yet, but I appreciate you sharing that you’re actually working on it. And then we can see the first piece coming down.
Christopher Day 21:21
And I think what we have today, eliminate 50% of the work upfront, what we would deliver with the AI generated content would probably get you another to your point 80%, I think it would get you another 30% of the way there. That’s what that’s what we believe. And by the way, if writers are listening to this, this is not going to put writers out of work at all, it’s going to just help them become more efficient. Because what we also believe is there’s two parts of content. There’s storytelling, and there’s science. So we’ve automated the science piece. And you’re always going to sprinkle the storytelling on top of it.
Alexander Ferguson 21:59
Solving the storytelling piece for is definitely much further along that further away, then then the science space actually, yeah, certainly not going to go away from from humans for a while. This I’m curious on on, we’re getting a little bit into the scientific quantification of of technology, which I appreciate sometimes to dig into a little bit. If, if this technology becomes more and more readily available, every marketer starts to use this. Does that diminish, then the capability of it if everyone’s able to know what to write on and create content on? Does that make it more difficult? or you’re not? You know, it’s so far away likelihood that’s going to happen, you don’t even think it’s something you worry about?
Christopher Day 22:43
I think it goes back to what’s under the hood, this is the scary decision that markers will have to inform themselves before they make decisions on what they buy in the future. All AI is not created equal. Right. So there’s no such thing as who I love when, you know, there used to be a bunch of companies that started up, they were getting a bunch of funding, and they were like automating AI for you know, various applications. And various, I mean, unless you’re, you know, training some robot to make an outlet cover, right, that’s three inches by five inches. Okay, well, a lot of companies, you can use some standard algorithm to, you know, and then put that into a robot that’s gonna just stamp those puppies out by the billions, right? Okay, that works. But when it comes to something like content, that is, that is so complex, and always changing the math that you used to power, what gets produced that you’re actually going to execute against? How will you know as a marketer, that that thing’s actually gonna rank on page one. So like, here’s a, this is a real stat 90.63% 90.63% of web pages and blogs, get zero traffic. That’s the world of content. So if you and I went to bed tonight, and knew that tomorrow, we wake up nine tenths of our day was going to be a complete waste of time. That would be a real bummer. But that’s the reality that marketers and content writers live in. They spend all this time and effort and work and trying to figure out how do I produce something that’s actually going to be seen, it’s actually going to drive traffic of our target buyer. That’s where they gotta be careful that they don’t buy something that is using some algorithm off the shelf somewhere and being trained off of Wikipedia, because it’s never going to work.
Alexander Ferguson 24:38
You said a few, a few key pieces of the amount of data being created is only increasing the amount of content that we got a lot of content creators and you’re saying 90% of them and never see the day of the light of day or no one ever actually comes across. So I’m curious kind of you’re mentioning, you know, be cautious of what solution you choose. I’d love to hear a bit more of DemandJump. Some of Have your story, your history of like how you guys got to this point, because obviously day one you didn’t suddenly turn on I look, now we have an engine, the math works perfectly. What What was that journey? Like in 2015? I believe you started.
Christopher Day 25:11
Yeah, that’s right. You’re exactly right. You know, we’ve made 1000 mistakes, as we’ve tried to as we built out math and trying to solve various problems. When we first started the company, we were really more focused on competitive intelligence and, and how that applied to your several things, it wasn’t focused on content at all. And then we started to focus more into paid search and try to understand that better. And then we started thinking about this in terms of kind of networks. And then we got into programmatic. So the same the same thought process applies to programmatic. So you know, just display ads, right? So people spend billions of dollars that industry is billions and billions of dollars. In some, you know, big fortune 500, companies are spending hundreds of millions of dollars or 10s of millions of dollars. On programmatic. They’re wasting 90% of their money. And I don’t know why they keep doing it. And it just makes me sick to my stomach. But the same concept applies. If you understand the network of what gets served to people, when they’re searching for a thing, well, then you’d only run your ads on those sites, there’s 2 billion websites on the planet. And, but if I’m selling eyeglasses, I shouldn’t be advertising on 2 billion websites, not even 100 million, not even 10 million. In fact, you know what the real number is, it’s like 5000. But marketers don’t know that. And the DSPS and the DMPS, don’t tell people that they like what to do, or sell all this fancy audience data and blah, blah, blah, and serve it to those people, wherever the heck they are. It’s a complete waste of money. They should only serve those ads on the sites where people are in research, evaluation and decision mode. And when when our customers do that, the results are insane. They get similar results to paid search, actually. So that was kind of the evolution. And then we discover, oh, my gosh, can we apply this to content
Alexander Ferguson 27:16
creation? What year was this, that this progression happened like, two
Christopher Day 27:20
years ago, when we discovered this, and then we’re like, oh, my gosh, we think this would work. So we had to go do some of the, you know, kind of the kind of messy back in adjustments right to math. And then we were kind of doing it manually. So we started applying it to ourselves first, or like, oh, my gosh, we just put these pieces of content, and bam, they’re shown up on the first page everywhere. And so then we went to some customers and said, Hey, will you try this out? Let’s see if it works in different verticals, right? different sized companies, startups to Fortune 500. And center. People started writing content based on this content briefs, same thing, every time, almost every time, nine out of 10 times, bam, we get some people who produce a piece of content, it goes straight to the first page literally the next morning, and it stays there. So so then we had to productize it. Right. And so that took time. And so really this year, we’ve we’ve we officially focused on this issue starting December of last year for December of 2020. And that’s why we say the main job is a marketing strategy platform. Like the most important that what takes the most time and marketing is what’s your strategy to try to get people to see you get interested in what you’re selling, you know, earn a gain their trust, right? And then get them to the point where they want to talk to a salesperson or click the product button and buy the thing. Like in the b2b world, 70% of those buyers now are doing all of that research and evaluation online, never talking to a salesperson. So if you’re not present, you’re out of the game.
Alexander Ferguson 28:56
Right? You, you mentioned we a couple times are you are you are you the math guy? Are you got a math team?
Christopher Day 29:04
Yeah, no, we have a math team. So I am a people often think that I’m a developer, maybe a data scientist or something. I’m a problem solver. I’m a listener, I listen to pain. So I’ve had eight companies in different verticals before domain jump. In every single one of them. We had marketing, we could never like we never knew what to do in marketing. Right. And it just seemed to me that there had to be a better a better way to solve that. I don’t think it was possible to solve it probably until maybe 10 years ago, we didn’t have computational power, right? And you get to find people who are open to looking at math in a different way and how to apply for these problems. And we didn’t have the database structures. Right. Those are kind of the three legs of the stool that we’re missing. AI is not new AI has been here forever. We just couldn’t commercialize it. These algorithms, this math, this math, some of this math is centuries old, literally centuries old. Right, if not decades. We could just never put it into we’ve never commercialize it because of computational power, and infrastructure.
Alexander Ferguson 30:07
So what it needs is problem solvers to come along and take said computational algorithms, the power of the computational power and then productize it to sit to actually solve a problem. So at the beginning, what for your founding piece of who was your co founders? Like? How did you meet the that team to make it get started? Yeah,
Christopher Day 30:28
absolutely. So. So John swagman, is my co founder. And Sean was the he was a CTO initially, and then became a CMO for overstock.com. And so Shawn, is just a data maniac, right? Just Just think, just Google Catholic the same way. Like there’s no, there’s no nothing that we do that we shouldn’t be open to challenging and doing it differently. So we can be better, right? That’s how we think. Yeah, so what Shawn did overstock really helped power, their growth was he cared more about data outside his four walls than he cared about their internal data? That was, that was one of the that was one of the big legs of the stool that really powered their growth, is they understood and knew exactly where their competitors were getting their traffic, and they would just pounce on it, and just redirect it to them. Wow. So the thought process was good, we can productize that, that concept with all these different channels of marketing. And so that’s what we set out to do. So they just used our relationships and networks and friends of friends to find the data scientists and machine learning engineers in the front engineers, the full stacks, the back end, the data architects, etc. You just kind of one person equals to two equals four, and you get 10. And so what’s the
Alexander Ferguson 31:46
team? What’s the team like today? 36 people? Nice, nice. And have you funding it from the beginning or bootstrapped? Or how did you approach this?
Christopher Day 31:56
So we funded it close to the first year ourselves and doing hypothesis and thesis work with a few select customers. And then, and then late and 15, we brought on our first round of seed funding and, and then I’ve gone through several rounds, you know, since so, hopefully, we’ll be ready to start our series be here this year. Nice,
Alexander Ferguson 32:18
nice. And if anything is like, is the culmination of slowly honing in i Sounds like you’ve got the math, you figure out the exact, that’s part of your role and figure out whose problem are we solving? How can we solve the best way? And productize it? If you look ahead, then looking forward? And what what are you most excited about? As far as the roadmap you’re looking out? You know, two, three years from now?
Christopher Day 32:39
Yeah. So I’m really excited about the I want demand jump to be synonymous with Kleenex, like when people think content, they think demand jump. So if you’re starting a business, you know, you got to do a few things, right? You got to go get a website, and you’re probably gonna subscribe to some, you know, Google technology, Google ads, or whatever it might be. And you got to get demand job.
Alexander Ferguson 33:06
simpler, and you want it to be available, not just for enterprise and mid market, but also small businesses.
Christopher Day 33:13
Yeah, it is today. So we have a, we have a plg hybrid go to market strategy. And so we want I believe the world changed forever in 2016, when it comes to SaaS companies and how they go to market. And that’s product led growth. And so now there’s variations or product led growth, right? So it doesn’t mean everything’s worth 10 cents, and then you expand from there necessarily. So drug go to market strategy is I want you to get super high value for low cost, because our biggest competitor, quite frankly, is status quo. It’s people who are doing what they do, and they’re not getting fired for it yet. And they have some nasty conversations, but they’re willing to have those and get in trouble for not producing quite like they should be maybe and like that’s our biggest competitor. More and more and more markers. If I look at five years ago today, I feel like five years ago, kind of two out of 10 markers we would talk to it’d be like fail. Yeah, we’re in right. today. I think that’s closer to six or seven out of 10 are like oh my gosh, yes, this makes sense. But there’s people out there still they’re like, I don’t know, I just kind of I do what I do. But if I look ahead, I think I do believe that we are number one in the world. I’m confident that we are number one the world being the best at driving page one rankings with content that is structured correctly. I think we’re the best at it. I don’t think anybody can touch us right now. I want to make jump and become synonymous with Kleenex. Right? Like when you think content you think you can jump domain jump equals content. And then we’re rolling out a center of excellence that I hope grows to be 10s of 1000s of agencies on that center of excellence. So we do today we do business directly with customers. but we also have, we’re growing our Agency Network fast. And then the next thing would be that the platform does this already today. But so now I’m creating all this stuff, right? So is it does it equal close one revenue? Right? So the platform does this today, we just don’t talk about it because it gets too complex. And so we just, that’s how we grow people in the platform, right? So we just start them off with content, right, organic alignment, the customer journey is the most important thing that any company fortune 250, or startup has to do on day one, right now, it’s the most important thing, it drives everything downstream. So now when I start doing that, I see the results, page one rankings grow exponentially. My traffic grows by 10 12x, sometimes for my leads grow by four to 6x. And now I see I’m winning more customers, we typically see on average, like 3x. And by the way, all that stuff I just did, I decreased my cost per lead by 3x. Because it’s more efficient. And so now when a measure all that stuff, and know what exact piece of content drove close one revenue, we can do that in our platform today.
Alexander Ferguson 36:12
attribution is, there’s always been, it can be a difficult thing to do it. But it’s so important. And that’s what you’re saying you’re also solving and focusing on solving.
Christopher Day 36:23
Yeah, and we have that today. But we very seldom sell it in a first call to a customer. Very seldom, sometimes we do but but most, I would say probably 90% of the people we talked to, they want to fix the front end before they start even thinking about measuring the backend. Right? Like they know, they’ve got to make this thing more efficient, because the CEOs holler at them, or the CMOS hollering at them, or the CFO is like I’m gonna cut your budget, right? And so they want to fix the front end, and start the proof points of, hey, what I’m doing is adding value to the business. And then the other thing we’ve done is I can think about Pac Man and Miss Pac Man, right? Like that the whole group, right love connection. So now there’s a love connection between sales and marketing. Because marketing can Can, can drive provable qualifiable better quality leads for sales to pick up. So now that relationships much closer, it’s much cleaner and much more collaborative. And so also on our platform, you can connect, you know, whatever you’re using Salesforce, HubSpot, Eloqua, Marketo, whatever it used to be, and of course, all the Google stuff and bolo list goes on. And I can connect all that in one place for the first time. And all that data speaking the same language, and I can truly measure that measure anything I want.
Alexander Ferguson 37:42
I love it. I love it. It will end here, Chris. If if you look ahead, and were to give a prediction of where we’re going with content marketing up overall, and the technology connected to content marketing, what what do you what are we going to see not just demand jobs, specifically, just content marketing, when you look at how people are searching for what are we going to see like five years from now 510 years?
Christopher Day 38:09
I think in it might happen by five years, I think there’s gonna be a lot of pushback on AI generated content. Because it gives me a lot of fear involved. I don’t think I would be surprised if we saw that’s just commonplace. Instead of five years, it could happen. But I think 10 years from now, people will I think people will be tapping buttons right? In, in Heather strategy delivered to them in a much more automated fashion. And those that embrace AI will become indispensable. Like they will it’s job security. As a marketer, as a marketer. It’s job security, not putting you out of a job. There are still a lot of marketers out there that believe all this AI stuff and automation stuff. Number one, you don’t believe in a lot. We don’t use notice on our website, we don’t use AI, right. These are the people that even use AI. So the term AI right, it actually I think a lot of people want to use the term AI they’re actually doing some rudimentary math basically. Right? Like, it’s not even AI. Anyways, that’s just a personal belief. But I think there’s a lot of people who’ve been burned so much, right, as companies have tried to figure out new ways of doing things. There have been a lot of promises made out there or there’s a lot a kind of Blackhat some old companies had some Blackhat things they were doing are these hack your way to this hack your way to that throw a bunch of backlinks in and it’s going to work I promise you, you can’t game the internet. The internet will never be gained ever Never, ever, ever. And there’s a lot of people who promise they, you know, have some silver bullet or whatever, there’s no such thing. And so but marketers have been burned by that multiple times. And so I think it will take some time for them to be comfortable with finding that right solution where they can push a button, and 70% of the day that they’re pulling their hair out and they’re nervous and scared and trying to figure out what to do. replacing that with knowledge and then being able to elevate themselves right become less tactical and more strategic right in really navigating the ship in a much more intentional direction.
Alexander Ferguson 40:42
I love it thank you Chris for both for sharing the journey that you guys have been on the the problems that you’re solving right now with demand Jim and Jim demand jump and the future of where we are those need to just marketers need to embrace AI and even though it probably won’t be called AI. The solution of automated marketing is the future. For those that want to learn more, you can head over to Demandjump.com Thanks again, Christopher, good to have you on.
Christopher Day 41:08
Alexander Ferguson 41:09
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