About Emanuel Rose: Emanuel Rose is a Founder and CEO of Strategic eMarketing, a digital marketing agency located in Ashland, OR, where he serves clients with one to 25 million dollars in sales. Emanuel manages prospecting, sales, client service, and a team of six creatives and support staff. He is also responsible for developing strategies and tracking the progress of marketing campaigns. With over 14 years of experience in the agency, he has established himself as a reputable expert in lead generation, branding, advertising, and digital agency operations. Before launching Strategic eMarketing, Emanuel served as a Sales and Marketing Manager for a consumer electronics company. He successfully generated sales with Fortune 1000 companies and oversaw the successful release of LED lighting and wifi radio lines. Emanuel Rose is an accomplished author and marketing expert. He is the author of several books including the Authenticity series. Check out the latest episode of our Conversational Selling podcast to learn more about Emanuel.
In this episode, Nancy and Emanuel discuss the following:
- Emanuel’s understanding of why Gen Z is different and should be treated differently.
- Developing an individual marketing plan for Gen Z.
- The marketing mistakes to avoid with Gen Z.
- What motivated Emanuel to write “Authentic Marketing in the Age of AI”?
- The next big thing that will happen after the AI era.
- Will AI replace sales representatives?
- Emanuel’s preference and recommendations for AI tools.
Key Takeaways:
- Gen Z is truly the first digital natives.
- Gen Z has seen every trick, pop-up, and hack marketing technique since they could understand those things.
- We can sell on emotion in a deeper way than corporations do.
- Video and building a content calendar are more holistic than just product and product announcements.
- We still need human connection, and we need to be able to think together, that’s where the AIs are not able to do that yet.
“I’ve seen a lot of bad marketing over my entire career. But Gen Z won’t stand it. The first thing is you’ve got two and a half seconds, less than a goldfish, which has almost a six-second attention span. So, you’ve got to bring either something very humorous or identifiable to the target persona you’re going after. It has to feel that it’s real and transparent and that it’s something to engage with emotionally as well as intellectually. We have to treat them more so than other cohorts, treat them as individuals, and speak directly to their concerns.” – EMANUEL.
“I’m amazed right now at the synthetic humans being produced by voice and video. And so, I think there will be in the next two years, the number of synthetic influencers will overtake the actual human influencers. So, I think that’s when it is. You know, there are tools. If you’re familiar with air.ai, it’s an AI-generated outbound phone call system that has AI-created voice, and they’re able to respond in such a clean and smooth way that it’s, for the first time, I’m a little scared. ” – EMANUEL.
“I want everybody to take two minutes every Monday at 8 a.m. to investigate their cell phone and record a video about something important in your life or your company’s life. Send that video to your marketing department and get it turned into a month’s worth of content.” – EMANUEL.
Connect with Emanuel Rose:
- LinkedIn: https://www.linkedin.com/in/b2b-leadgeneration/
- Strategic E-Marketing:https://strategicemarketing.com/
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Connect with Nancy Calabrese:
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Voiceover: You’re listening to The Conversational Selling Podcast with Nancy Calabrese.
Nancy Calabrese: Hi everyone, it’s Nancy Calabrese and it’s time again for Conversational Selling, the podcast where sales leaders and business experts share what’s going on in sales and marketing today, and it always starts with the human conversation. Today we’re speaking with Emanuel Rose, CEO of Strategic E-Marketing. Emmanuel is a widely acclaimed specialist in lead generation, branding, advertising, and overseeing the day-to-day operations of a digital marketing agency. With 25-plus years of experience in the industry, Emanuel has been at the forefront of pioneering cutting-edge leading, lead generation, and marketing strategies for diverse clients from a variety of market niches. He is also the author of several books, including Authenticity Marketing to Generation Z, the Social Media Edge, Authentic Marketing in the Age of AI, and several more. Welcome to the show, Emanuel. Let’s get started.
Emanuel Rose: That sounds great, Nancy. I’m excited to have this conversation with you. [1:22]
Nancy Calabrese: Yeah, okay. The first thing that jumps out is, why Gen Z? Why is that of interest to you?
Emanuel Rose: Well, because there’s such a giant cohort of humans, there’s 68 millions of them. And so, they’re a big market and they’re a diverse market. And they’re a unique kind of interesting group of people. So, we need to treat them differently than we’ve treated the X and the Millennials and the boom.
Nancy Calabrese: Why differently? What’s the difference?
Emanuel Rose: Well, they are truly the first digital natives. So, they don’t know a day in their life without the internet or smartphones. And they’ve seen every trick and every pop-up and every hack marketing technique since they could understand those things. [2:16]
Nancy Calabrese: Wow, wow. And gee, I was from a generation where there were no computers or fax machines. Right?
Emanuel Rose: Yeah, right. Now we’ve seen a lot of changes in our lives, and we’ve had to adapt in a lot of ways. Well, the Z’s, you know, this is the water they grew up in. They’re swimming in it and so we must adapt.
Nancy Calabrese: Yeah. So, you know, getting back to developing a marketing plan just for them, what would be different versus other generations?
Emanuel Rose: Well, I like to look at people like Kylie Jenner and Richard Branson and Gary Vaynerchuk and emulate important parts of what they’ve done. Very successful marketing and businesspeople. The biggest thing is the amount of transparency and time that you have with those people on social. And it’s a challenge for every small business owner, every midsize business owner to typically say, yeah, I want to be on video two minutes a week or 10 minutes a week, but that’s the mandate is to take some time to tell a story about your favorite client or employee of the week, you know, or even a great product innovation that is solving something. But you start with this very intimate feeling video and start telling stories. [3:54]
Nancy Calabrese: Right. So, you also mentioned marketing mistakes for Gen Z. What are they and how do you avoid them?
Emanuel Rose: Yeah, well there are mistakes yeah, well that would need an extra 18 minutes for that one but the high level is to not treat them as Individual human beings right and it’s fundamental marketing and we see a lot of bad marketing I’ve seen a lot of bad marketing over my entire career But they won’t they won’t stand the first thing is you’ve got two and a half seconds, right, less than a goldfish, which has almost a six-second attention span. So, you’ve got to bring either something very humorous or something very identifiable to the target persona that you’re going after. It has to feel that it’s real and transparent and that it’s something to engage with emotionally as well as intellectually. [5:06]
Nancy Calabrese: Maybe I misheard you, but did you say that you don’t want to market to them individually?
Emanuel Rose: No, no, I might have misspoken. You want to, the mistake is to not mark it to them as individuals, right? Yeah, we have to treat them more so than other cohorts, treat them as individuals, and speak directly to their concerns.
Nancy Calabrese: Oh, you know, AI has been the hot topic of the year, right? Everybody is using it. Talk to me about your book, and what motivated you to write it. And boy, was that perfect timing, right?
Emanuel Rose: Yeah. Yeah, so the authentic marketing in the age of AI, I was triggered just from getting so much, what I would consider an avalanche of marketing that was unfocused, you know, like first name not being there, but the comma being there and all this very general fire hose content you could tell was being mass produced and just splattered out there by computers and then inadequate bots, right, that are coming up and not solving anything. So, my series on authenticity, triggered me and I want to help people leverage the tool as marketing professionals to get the value from it and to make rational assessments on where there’s leverage in these AI tools. [6:54]
Nancy Calabrese: Well, how do you leverage it? Can be an example.
Emanuel Rose: Sure, so there are tools out there now, obviously, where you’re able to customize to your list, to your CRM. So, as good as you’re able to keep track of data about individual people, you’re able then to have outreach tools that can plug that in as well as geographic information and talk about current events, for instance. So that’s one way. My recommendation to people is to, and I did this workshop yesterday where I’m saying, go to these big compendiums of the tools and after you’ve identified where you have a breakdown, if it’s email marketing or if it’s outbound calling or whatever these things are, some tools exist to support that now. Spend the time to customize them as specifically and rationally as you can to the needs of your target market and start small but start testing now because they’re not going away. [8:10]
Nancy Calabrese: No. What do you think the next big thing is going to be?
Emanuel Rose: Well, I’m amazed right now at the synthetic humans that are being produced both by voice and by video. And so, I think there will be in the next two years, the number of synthetic influencers will overtake the actual human influencers. So, I think that’s when it is.
Nancy Calabrese: That’s scary.
Emanuel Rose: You know, there are tools, if you’re familiar with the air.ai, it’s an AI-generated outbound phone call system that has AI-created voice and they’re able to respond in such a clean and smooth way that it’s, for the first time, I’m a little scared. [9:09]
Nancy Calabrese: No. Okay. Yeah, I’m not liking what I hear. See, I believe that you can’t replace human conversations at the end of the day. I know that another hot topic is, will AI replace sales? And I just don’t believe it because human interaction is, I think, what everyone needs. So, we’re going to boot these synthetic people out of the way to make sure. We have our place for sure. Marketing tactics necessary for 2023. What are some of them?
Emanuel Rose: Well, the first thing is video and building a content calendar that’s more holistic than just product and product announcements. So, I want to see my clients, I want to see community service engagement. I want to see employee profiles family profiles and company culture profiles, right? whatever those are the softball games or the barbecues or happy hour so that we round out all that stuff in video and then you know it used to be the blog was the hub of all content well now videos are the hub and everything else is the spokes off of the video. [10:37]
Nancy Calabrese: Huh. Now why, but it’s interesting that you say to make it more of the culture of the employees of the family. Why is that important?
Emanuel Rose: Well, part of it is that that’s what differentiates small and mid-sized businesses from giant corporations, right? And so, we can sell on emotion in a deeper way than corporations do. And so that’s a value differentiator and it helps to create an emotional connection with this new group of consumers who are 11 to 27. [11:15]
Nancy Calabrese: Yeah, huh? You know, I’ve gotten feedback from several of my colleagues that they feel that LinkedIn is becoming the next Facebook. A lot of posts about personal relationships. What are your thoughts on that?
Emanuel Rose: Yeah, I say I have my feelings about LinkedIn too. I think that it’s gotten ruined since it was acquired by the 800-pound gorilla. They haven’t done a good job of managing profiles. So, you know, the avalanche of DMs from, you know, from spammers is, I think, reprehensible. But I think there’s a fine line, you know, to answer your question, there’s a fine line between oversharing the cat pictures and showing some part of humanity. And everybody’s got that. You’ve got to decide what’s their comfort level. [12:11]
Nancy Calabrese: Yeah. I was on the phone earlier with a colleague who hates LinkedIn for that reason. Hates it. And then also hates that she gets so many invites. I mean, I get a lot of invites too, and I don’t like them. I don’t even read them. Why? Inviting me for what reason? But I will say that we do use LinkedIn for marketing. And it’s our approach is just, you know, we’ve been connected for a while. You haven’t spoken. What about a 20-minute introduction? That’s it. And it takes away that salesy element. And I was shocked when we started doing it as to how many people were receptive to it.
Emanuel Rose: Sure. Yeah, if your profile looks like you have some value and you’ve been around for a while, and I’m not the seventh connection you’ve created, then it’s a genuine business conversation. And yeah, like you said earlier, we still need the human connection, and we need to be able to think together. And I think that’s where the AIs are not able to do that yet. [13:24]
Nancy Calabrese: Right, right. I know that they have AI, Google has an AI version. I forget what other one outside of chat GPT. Do you have any preference or a recommendation?
Emanuel Rose: Well, it depends on what part of the marketing process you’re looking for help in. For copywriting, there are some great tools. Claude is one of them. And then, chat. Everybody’s usually tried that. There’s Word AI. That’s a great one. That’s kind of a dashboard of opportunities. I send people to future AI labs and some of these kinds of wikis of tools because it is changing every hour. There are like 4,500 SaaS AI tools right now that are listed on some of these. So GPTE is all the latest AI news, prompts, and tools. So those are good ones that will help, you know, help you find what you’re looking for, whether it’s PPC or video editing, right? [14:44]
Nancy Calabrese: Yeah. Wow, huh? You know, you commented earlier to me that the website is a critical sales marketing and staff recruitment tool. What do we need to know about that?
Emanuel Rose: Well, I’m amazed to have to say this still, but you’ve still got to make it mobile-friendly. It must load quickly on mobile. And for whatever reason, that’s still a gap that a lot of companies have. So, it’s that. And then you’ve got to make it, again, so that it’s got a fuller cultural feel for your company, as well as your solution and product offerings. [15:29]
Nancy Calabrese: Yeah, of course. Okay. What about staff recruitment?
Emanuel Rose: 100% and that’s where social media employee advocacy is such a critical tool where you have a marketing campaign consistently that has your staff sharing stories of the company because their networks are going to be the best places to get your new staff from.
Nancy Calabrese: Right. Yeah, you’re right. One of the things I’m thinking about doing is having my staff do a video of why they enjoy working at One of a Kind Sales. We can post it on our site as well. Okay, you’re a storyteller. You’ve got to be a storyteller. Is there a story the audience would find interesting?
Emanuel Rose: On which topic?
Nancy Calabrese: Whatever one you want to throw out there.
Emanuel Rose: Oh, well, let’s see. The most recent story that has the most impact was I have an annual fishing trip with some guys, you know, it lasted 18 years. And we’re the kind of guys that we say we will not be denied, right? We control everything we can control. And then that’s what we do. And we love to fly fish. We’re out here on the West Coast, so we get to go steelhead fishing. Well, we ended up in the catbird seat on the river bar. We wanted to camp for the week. The water temperature was good. There were fish in the river and, then we blew the motor on the boat. And so, we ended up in town in a motel room for a couple of days till we could hire somebody to go and help us get our stuff and get off the river bar. [17:20]
Nancy Calabrese: Ha ha! Thanks for watching! Oh boy, sorry about that. You’re going to do it again. You’re going to do it again next year. Yeah.
Emanuel Rose: Well. And so, you know, the kind of the net is that you got to carry your weather with you on the inside and make the best of things even when it’s not what you want.
Nancy Calabrese: Yep, that is for sure. We are wrapping up our conversation. What is the one takeaway you want to leave the audience with?
Emanuel Rose: I want everybody to take two minutes every Monday at 8 a.m. to investigate their cell phone and record a video about something important in your life or your company’s life. Send that video to your marketing department and get it turned into a month’s worth of content. [18:06]
Nancy Calabrese: Love it! What a great idea! Only two minutes?
Emanuel Rose: Two minutes is plenty, you bet.
Nancy Calabrese: Yeah, you don’t want to make them too long, right? Well, you are a lot of fun to talk to, Emanuel. How can my audience find you?
Emanuel Rose: You can track me down at EmanuelRose.com or on LinkedIn at Emanuel Rose, B2B lead generation.
Nancy Calabrese: All right, well, folks, very interesting man. If you’re a Gen Z, he’s the guy for you to go to for sure. If you’re not a Gen Z, I think you could still do good work for them, right? Yeah, so reach out to Emanuel and I hope you’ll come back in the future to continue talking about those six marketing mistakes that you said you could go on for 18 minutes. Absolutely. Yeah.
Emanuel Rose: Hehe
Nancy Calabrese: I’m all about it. And everyone out there, make it an awesome sales day. See you next time. [19:09]
