How This CMO Generated $40 Million with a B2B Show - with Pablo Gonzalez

Are you tapping into the power relationships generate for your business? thinking face 
They’re the greatest catalyst for dramatic increases in ROI, influence and faithful customers.
How do you tap into that power? Use a video podcast. It’s the fastest way to accelerate those relationships, bringing people closer and fostering community for the long run. 
Nobody knows this better than Pablo Gonzalez, host of B2B Community Builder podcast and
CMO and co-founder of Be The Stage. studio microphone 
His take on relationships in the B2B world is truly inspiring
Check out our latest episode today! 
Main Takeaways:
hammer and wrench Learn how to track the right metrics of success for your show
hammer and wrench Grow your ability as a show host to maximize your guests experience
hammer and wrench Discover how you can build business relationships in a stable way
hammer and wrench Start to see business relationships through your own video podcast
alarm clock 00:00 - 16:09 | How Pablo Gomez grew his video podcast to $40 million in revenue
alarm clock 16:09 - 26:26 | Maximize the power of business relationships for growth
alarm clock 26:26 - 33:06 | Learn how it’s more valuable to be a king-maker than a king
alarm clock 33:06 - 46:22 | The tangible power of a live show versus a pre-recorded show
speech balloon “Having 25 super-consumers being your ambassadors and hosting events in their home to talk about your company generates so much power that the concept of community becomes approachable.” - Pablo Gonzalez, CMO of Be The Stage
speech balloon“My first priority at a conference is to figure out how I can make friends with four people so that we’re rolling around in a five-person pack.” - Pablo Gonzalez, CMO of Be The Stage
speech balloon “It’s much more valuable to be a king-maker than to try to be a king.” - Pablo Gonzalez, CMO of Be The Stage
speech balloon“The stage is the ultimate tool for social validation.” - Pablo Gonzalez, CMO of Be The Stage
Reach out to Rveal:
Reach out to Pablo:
210501_RM_B2BP_Ep_How this CMO Generated $40 Million With A B2B Show - with Pablo Gonzalez_QG1

Full Transcription: 

Kap Chatfield  00:19

Hey gang, welcome back to B2B Podcasting, the show for B2B CEOs, brand leaders, sales leaders and marketing leaders to help them skip ads and be the show. I'm your host, Kap Chatfield CEO of Rveal Media. Today I got Pablo Gonzalez on the show man, my man Pablo, he and I connected on LinkedIn a little while ago, I've been following his content, I love his consistency. I can tell that he's heavily influenced by Gary Vee with his content, but more than that the dude is really, he's really changing the game in the world of B2B marketing. And there's a really specific angle that we're gonna dive into the show. He's a master at community building. In fact, he has a show, he's the host of The B2B Community Builder Show. And he's also the CMO and co-founder of Be The Stage. Pablo, I'm so pumped to have you on the show today. Thanks for joining us.


Pablo Gonzalez  01:09

Kap, let's go! Dude, I'm super pumped to be here, man. I've been, you know, man, I found you on LinkedIn, because I thought you were really cool. I had you on my show. And then you thought I was cool enough to be on your show. So I'm super, I'm about this man. Let's go, let's,


Kap Chatfield  01:19

And you're from Miami. And so I went to University of Miami, a lot of people know that. And so you know the Coral Gables area. Man missing that. We're recording this in February, and I'm in Omaha, Nebraska. And it is literally, there isn't even a single degree outside. It's zero degrees outside. So I'm coveting where you are right now, but well, I digress. Let's get to the stuff that the people really want to talk about today. You are you put out a really, how do I say this? Head turning post on LinkedIn a few weeks ago. I you put out a post that really made a statement. It was like dropping a stick of dynamite in a pond. And you just see all these people, like all the dead fish floating to the top, all these people flocked to this post, were leaving comments. And I saw it and I was like, Dude, my man knows how to open up a story hook and get people engaged into an interesting concept. And what you did was you you presented a case study, or at least like the teaser of a case study that you want to release to the world. And in this in this post you're talking about as a guy who's in B2B marketing, who creates shows for for B2B brands, you're talking about two different shows that you had helped produce. One of them really didn't generate a, you know, a sexy amount of money. Whereas the other one that you produced, generated, like $40 million in revenue for the company that you were doing it for. And so, needless to say, I mean, we talked about this in the pre show call, I want you to unpack the story behind this case study. And we'll just see where the conversation goes. So Pablo, tell us, reveal the secrets behind these this case study of these two shows that you helped produce.


Pablo Gonzalez  03:01

I would love to man, and it isn't just that I produced it, it's that I hosted two shows throughout, 


Kap Chatfield  03:06

Hosted it? 


Pablo Gonzalez  03:08

Yeah. And and that's when it really hit me, right? Because I got into podcasting like late 2019. I'm really just, I had this idea for releasing this, like Kanye West style, storytelling rap thing. And it needed a container when it went viral. So I figured it might as well be in a podcast. So I like I quickly released like six podcasts. Then I released my like, last call thing. And then in 2020, I sat down and I got serious about it, right? So as I was doing that in 2020, I also landed who was the first client for my, not my first client for my company, but the first client of me having figured this thing out, right, like figuring out, I started this whole business, under the belief that community creation is the future of business development. And what I found is that when I was selling community in 2019, it was a nice conversation. But nobody, nobody wakes up on a Monday morning and is like "community is the thing that I got to think about", right? Like they're thinking like, what's my marketing? What's my message? How do I get leads? How do I? How do I get in front of people? So I, I had to think about rebranding this as a content play. And really, I just engineered this way to build a community via satisfying the short term goals. So fast forward to early 2020. My podcast is just starting. We bring on this client, JWB Real Estate Capital. And what they do is they do turn-key rental property investing, right? So they have a a way that you can buy rental properties the way that you buy a bond. You're basically just buying an ROI and a cash flow. They do everything else from land acquisition, remodeling, finding a tenant, managing the property, getting more properties and stuff like that, right? So we, as I had just launched my podcast as a podcast, right? Just like as a "I'm gonna go talk to the people I want to do business with" kind of podcas,t right? Like the the basic knowledge that you and I know that if you have a podcast people will talk to you. For for Greg Cohen, who's the CMO of JWB, He had struggled creating content for his business, right? Like he knew he's got a company with a great culture, 85 people, they won Best Place to Work every year, they've been on the front page of the Wall Street Journal twice. They're like a beacon in Jacksonville. And he's just like, "Man, I just know that if people spend more time with my with me and my business, that we will, that we will win", right? And I was like, "dude, Greg, I got this idea, man, like, instead of, you know, instead of just thinking about content, why don't we have a live show where you are talking to specific people that are going to help your clients and sometimes your clients in front of your clients that show up live to this thing. And then we repurpose it into a podcast and a YouTube channel, and, and social media content and all this stuff". And, you know, all this sounds really complicated. And what I realized as I was it, we had, it was a home run, right? Like we launched, we launched the show in January. By December that year, we were having a fan appreciation show where like, it was like fan of the show after fan of the show coming on like 10 people in a row spending six minutes talking about how valuable this is, to me. How this is the reason why I do business with JWB and how this is this community is part of my life, right? And set sales records for what they did that year, the first time we ever grew a $40 million. They ever, you know, hit his online acquisition channel had been basically on cruise, not cruise control, it had stagnated, right? Like he had been going really hard at digital at client acquisition channel for the last three years, and he just wasn't able to move the needle. And this thing just completely uncorked it. And I'll talk over some of the some of the stats, right, but it essentially led to $46 million in revenue, and a record breaking year for the company, when they were already $150 million company. Yeah. And, and as I you know, at the end of 2020, that became my case study that I'm like, um, you know, I branded this thing as a relationship flywheel. But it wasn't until I realized I look back and I'm like, "wait a minute, man", as you said, set the hook, right? Until I realized, "man, you know what, in 2020, I was the host of two podcasts. They each had, you know, my podcast had 115 episodes. The Not Your Average Investor show had 106 episodes, right? My podcast at the time was The Chief Executive Connector podcast. Started around the same time, at the end of the year, I had 9,700 Down 738 downloads. The Not Your Average Investor Show, which is the name of the show had 7,483 downloads. My podcast, collected 61 emails and landed two clients and led to $60,000 in revenue. That podcast collected 1,621 emails created a 2,800 person Facebook group, landed 259 clients and led to $46 million in revenue, right? So that's the hook. Right? So so what I put on LinkedIn was, 

210501_RM_B2BP_Ep_How this CMO Generated $40 Million With A B2B Show - with Pablo Gonzalez_QG3

Kap Chatfield  08:07

Pause, pause, pause. So out because a lot of numbers, I want to make sure that we're seeing this clearly. Because if I if I heard you, right, the show that didn't, that that didn't get as much revenue out of the show actually had more downloads than the other show. Right? 


Pablo Gonzalez  08:27



Kap Chatfield  08:28

Okay, so that's the point I want you guys to look at is the first show had 2000 more downloads roughly, than this other show. But then you look at some of these deeper metrics that really actually kind of matter for the business. And it just, it's a whole different story. So I just want to make sure I didn't miss that. Thank you.


Pablo Gonzalez  08:46

Yeah, correct. So so, you know, it was kind of about the same, right? Like the downloads, insignificant, less downloads, whatever, right? It's kind of, you know, I had more episodes, so it had more downloads. Okay. But yeah, so $46 million of revenue. I look at my podcast, right, like, I look at the one that I did for my own business, I'm like "hey man, if you generate 65k from a podcast, year one you're like, alright cool, podcasts paid for itself", right? Like, and it opened up all these doors, and it made me guilty by association with all these other people. When you look at this other podcast, you know, I got sonned, right? So the deal was approaching this from a community building standpoint, and going really hard at this live internet talk show perspective. And what we did around it, right? Like the like the strategy of how we positioned it, how we planned out the content pillars and how we took them through, essentially taking inventory of what their clients need, and outside of their own product, who can fill those needs, and then calling people to come interact with the people that they want to meet anyways, and then make friends with each other in the chat is what ended up creating this. As we look back two years later, I just talked to Greg about this, right, because we, the reason why I made that post on LinkedIn is because I set up a boot camp to teach this, right? Like we have a, we have like an online cohort that we're teaching this methodology now. And we brought Greg on to just kind of like, rehash everything that they did on their side as, as like the episode to kind of like launch the bootcamp. And he came up with something that was really, really interesting, right? So in these shows that we do that we do these live shows twice a week, we get somewhere between 46 to 65 people that show up, right? And we do them twice a week. So he's, he's talking to 90 to 120 of his customers every single week, interfacing with them. It's about 25 to 30 folks that show up to every single call. And those 25 to 30 folks are the ones that are literally on February 4, what's today? February, February 3? Tomorrow, they have a meetup in Los Altos, California that we didn't plan, right? Like there is there's people that are hanging out on the completely opposite side of the country that we did not plan. This is the third time they meet. And they've already had people that have invested with them because they showed up to a meetup and now they bought properties with them. Right? So like, and so out of these 25 people, is the majority of this value that's been driven, has come from a one off from one of these 25 people. And I think that that's really profound because as you I think community is a hot topic these days, right? Like I've I've been on the scent for a while, and I and I learned it through being part of nonprofits and doing events very similar to this, just like now I'm adding content to it. But people think of a community and they think of like, "oh, how can I grow a 3000 person email list, or a 40,000 member whatever", right? Like, but if you really think about the power of having 25 super consumers, being your ambassadors and hosting events in their home, where where strangers are coming to talk about your company, without you having spent, you know, like, we're catering it now because we found out about it. But you know, like, if you if you think about that power, and how that can lead to $40 million in revenue, then it's pretty approachable. To think of this, "I can figure out how to get 25 people to freakin love me that's pretty approachable."


Kap Chatfield  12:13

Dude, what on earth? That is? That is, I don't even know what to say. My mind is going crazy. Because it's like, what you what you discovered through experience, it wasn't just theory, you're living it is the the difference in value of having x number of 1,000 x 1,000 views on a video or how many other how many likes on a post on LinkedIn. You're looking at, "hey, let's not just go a mile wide and inch deep. Let's go an inch wide and a mile deep with 30 people" and you're still hitting a lot of other people peripherally. But you're thinking, "hey, if we can go really deep with only 25, 30, 40 people, that there's going to be business that comes out of that simply by the because because at the end of the day, it's like now these people become your friends". Now they see opportunities, they connect to you, you connect them and it's there's this massive scalability effect with referrals, but it's only in a small group of people.

210501_RM_B2BP_Ep_How this CMO Generated $40 Million With A B2B Show - with Pablo Gonzalez_QG2

Pablo Gonzalez  13:17

Yeah. And you said, you know that, yes, there are friends like I'm texting with like, half of these folks these days, right? Just because I'm the host of their show. But they're friends with each other. Right? Like, it's it's that idea that if you buy a Harley tomorrow and all of a sudden you're a Harley rider, two years later you can't buy a Honda motorcycle, because you'll lose all your friends because they're all Harley riders and you got you got too many Harley jackets. You know, like it's it's that like stickiness of LTV. And I got a couple more numbers on on the actual KPIs, man, you know, Q1 that we launched this thing in 2020. We tracked we track touchpoints, right? Like, how many people came to the show? How many people engaged with the content? How many people were in the or in the in the Facebook group, right? Q1 we had 210 people. Q2 we had 1002 people. Q3 we had 2185. Q4 we had 3601. Q1 of 2021 it was 6021. Like it's just like a linear graph. If you look at during that time, online deals signed, Q1 was 30. Q2 was 37. Q3 was 53. Q4 was 69. And then Q1 was 86 of 2021. Right? So year over year 2.9x. And so that looks like, you ever seen that Grant Cardone graph. It was just like how much content I put out versus how much revenue I've made. 


Kap Chatfield  14:39



Pablo Gonzalez  14:39

It looks just like it right? It's just two parallel slopes of touchpoints to deals signed. And my favorite graph is that Q1 of 2020, they were on the front page of the Wall Street Journal. So they had a ton of leads, right? They had a they had just under just over 1200 leads that like signed up you know, like they're they're MQL. Right? And that led to roughly selling, what was it? It was 30 properties that were sold, right? Online leads that sold 30 properties. Q4 of 2020, they had about half the leads, they had like a little bit over 600 leads right? Of their MQLs that sold 69 properties, right? So like, when you look at that graph, it looks like we completely flipped the funnel, right? And what happened was, because you're able to spend time with people answering their questions and reframing and blah, blah, blah, blah, blah, people went from thinking that they're investing in rental properties. And so they're like, "Oh, let me see a home, I want to see if I want to buy one of these houses from these dudes in Florida". To okay, you know, I got a portfolio of this, I want to put 20% of it in this like asset class, how many homes can I get? We started selling bundles, right? Like people were literally buying three to four homes at a time sight unseen from these guys. And it continues to this day.


Kap Chatfield  16:04



Pablo Gonzalez  16:08

$200,000 products.


Kap Chatfield  16:09

Golly, so oh, boy, let's go there, you just $200,000 products? I still see such a stigma in the B2B world, which to me is opportunity, I think for you, you probably see it as an opportunity too, land grab opportunity. But I feel like so many B2B brands are still so slow behind this idea of marketing, not just the community building, but I love the community plus show and content, which I want to I want to get tactical with you about that a little bit. But before we do, I want to, I really want to mine out of you. You're just your thoughts on companies, B2B brands that would say something to the effect of, "well, no one in my industry does that or nobody in my industry would care about that. Or my customers wouldn't listen to a podcast, I don't listen to podcasts." What would you say to a B2B brand, and a very kind of obscure high, high ticket price, product, industry, that's, that's having those sorts of objections about doing a show?


Pablo Gonzalez  17:13

Everybody that you serve cares about something. Right? They care about themselves, for sure. Right? They care about their career, they care about their company, they care about status, they care about, you know, they, they care about something. If everybody likes the guy that knows a guy, if as a company, you become the guy that knows a guy, you're gonna win. So if you can show up with people that they want to meet of value, and they can show up and ask a question to, and provide low friction touchpoints to engage with the people that they want to meet, and get the information that they need to be successful, right? To, to to reach their priorities, they're going to show up. And if they show up enough, the other people that are there to show up are the same people are also valuable to them, and they will unite. Right? Like if, I do this at conferences all the time, right? I show up to a conference, my first priority at a conference, b2b, whatever, is figure out how I can make friends with four people so that we're rolling around in a five person pack. And that value is huge, right? And you can and you can do that online. Like you can you can create that stuff. You know, through through well thought out methodologies, that is "how can I connect you to the person that you want to meet and and teach you the stuff that you want to know so that you want to show up more often and make a friend in the chat so that now it becomes your social hour as well".


Kap Chatfield  18:40

Dang, and that I mean, five. Like if you if you can't make four friends, and become a pod of five you're probably not gonna do really well in business. Like you got it, you got to have that ability to connect with people. But I just love dude, it's it's so interesting to me that your what you're doing is like, have you ever read that book Atomic Habits? So the book Atomic Habits for those who haven't read it, it's about these, that the word atomic is so creative, because it's like these really small disciplines that you can do that have massive explosive results if you do them over the long run. And what you are tapping into is not like just this big influencer, 150,000 followers on LinkedIn and nothing wrong with that. I mean, who doesn't want that? Or having a million friends, 100 friends, even 50 friends. What you're looking as if you're very strategic, you can do a lot with as little as five good friends at a conference. You can do a lot with as little as 25 to 30 really hardcore audience members. So I don't know like how did you how did you come to that place of realizing like hey, if let's focus on going, not going so big necessarily but going smaller and getting getting the right connections versus just shotgunning it? 


Pablo Gonzalez  20:04

Yeah, man. Because I'm not a marketer. Like, like, I wasn't born a marketer, I, I was in construction for 15 years, all I've ever cared about Kap is how can I make friends with people? Right? Like I moved around a bunch of places when I was a kid. And I'm like the most American person in my family. So like, I'm always like, an outsider insider wherever I go, right? So all I ever think about is like social dynamics. And I know that social validation is the most powerful tool for influence that there is right? That's why Facebook was the that's why people, that's why Facebook was invented, right? So that someone can like your stuff and they can see that somebody's friend that your friend liked something, so you could sell it to them. Right? Like, so. I, I was fortunate enough to at some point in my early 30s be like, why is it that everybody tells you to follow your passions, but if my passions is literally that I just like to make friends with people, like how am I ever going to make a career out of that? And I just decided that I was going to be able to do it. And I stuck to it, man. And I kind of followed this path of luckily I was in this, I was in this nonprofit world, where it taught me all these lessons, right? I was a I was the director of I started a green building consulting company when I was 29. I got acquired by my biggest client at the same time, I got really involved in the Miami community. And I started multiple young professional groups for multiple charities. And as I started aging up and getting on the boards of charities, it was the first moment where I started hanging out with people that weren't just a bunch of broskis that wanted to talk about the same stuff I always wanted to talk about. And I had to figure out how to be relevant to presidents of banks and the superintendent of schools and blah, blah, blah in a room. And I really quickly realized that it wasn't about being the coolest guy in the room, it's about how can I be the most interested guy in the room? Right? How can I how can I make someone else feel like the most special person in the room? Right? So once I realized that part, it was just all it was all just kind of like, recognition of things until it crescendoed in kind of two big moments, man. One was, when my brother passed away 1,200 people showed up to his funeral. And when I looked around the church that was packed with 1200 people, I stopped thinking about church as a church. And I started thinking about like, "bro this is my community", like, you know, this moment and these last two years have been made way easier by by this community. And no matter what I felt about the Catholic church since I was a kid, which, you know, from the time I was a teenager on, I've had my ins and outs, I was like, I can never leave this because it's my community. And I started seeing it as a solver of LTV and churn. And I started seeing community as a business model, cuz I'm like, "oh, that's what organized religion is, they provide community and it's the oldest business in the world". Right? And then, at one point, you know, I was director of sustainability for this company. And, you know, the company got acquired, they kind of put me in a, they put me in like a hole of just like, I didn't have my own career. And I wanted to become more valuable. And in the meantime, my personal life, my star is rising. I'm getting the top 20 under 40, these different things, because the stuff, I'm doing it in charities, but in my company, I was like, the guy that nobody knows what he does. And every once in a while he comes in and gives a good talk because he's the sustainability guy and we get contracts, right? So at a certain point, my CEO, got invited to speak in a panel about smart cities. And he didn't want to go at the last moment. So they sent me in his stead. And I get there to the Economic Development Agency of Miami and I share the stage with the head of Latin America for for Citrix. And the not Citrix, Cisco, Cisco Systems, and the head of the Smart Cities Initiative for the World Bank. And when I come, I just get on I do my panel, I do my thing. When I come off the stage, there was a line seven people deep waiting to talk to me. And my brains like what is happening? Why are all these people wanting to talk to me? I feel like a loser because I'm not doing stuff for my company. And what I realized is that the stage is this ultimate tool for social validation. Because when someone's in an audience, and they see you on a stage, the brain tells them "because they're there and I'm here, I'm going to believe what they say". It's, it's, you know, and and to take it up a notch was if you're guilty by association with people on a stage, it kicks it up even more, right? Because I was on a stage with those two dudes that were super legit, now I'm in their, in their stratosphere. And I've just followed the breadcrumbs ever since to doing this, right? To hostings. At one point I became the VP of Business Development. My next opera, you know, my next move was I called up a developer right across the street from University of Miami, this project called Passando La Riviera, that they were building on top of the metro rail. Nobody in Coral Gables wanted it because nobody in Coral Gables wants a high rise in their backyard. But I offered to put this guy on a stage with a politician on the board of one of my charities to talk about why transit oriented development is important. And I would invite my young professional groups. A week later we were back door on a $60 million project, right? So that made me a business developer, and taught me how to leverage stages. My next move I became, you know, I didn't shut up about this idea, until they gave me a shot to be a partner in this like startup for a software for Amazon sellers. And when I got there, it was a dumpster fire. And we're losing clients left and right. And I realized that our 12 highest paying clients made up 30% of our revenue. And I'm like, I can't lose these guys. So I started hosting zoom, I started hosting zoom events in early 2018. I just invited them in, we were given a little bit of value. And then we started kind of asking them how we can help them. And pretty quickly by showing up and talking about their problems and giving each other advice, they became best friends. And guess what, we didn't lose a single one of those clients because of that. And furthermore, we started getting sound bites of them, helping each other out and telling each other that you saved my business. So we started recording the calls, and using things like "hey, aere you're having this problem?" And you show Lauretta talking about how her VAs keep quitting. And then and then we're like, "hey, at ECOM, we're not just a software, we're a solution, come join our community of our Facebook group". And then you show her saying, "dude, you saved my business, thank you so much". And then they join the Facebook group and they realize that Laoretta was a real person and she was in some secret cool club at the top of the customer ecosystem. And, you know, now now you're hooked, you're there. And then we would host an event six months later, and we created a clean journey. And everything I'm doing now is just basically a reverse engineering of those things.


Kap Chatfield  26:26

What a journey. I, there was a moment with that you said, you're talking about that experience where you were on that stage, and you had the you came off the stag and you had seven people standing in line, you're like, "What the heck?" Like, you had a you had influence in that moment that you was you've maybe you've just not experienced before. And it was really it was an eye opening experience for you. And I can't help but tie that to the company that you run now called Be The Stage. I want you to unpack the the mindset, the heart set behind Be The Stage, what does that mean?

210501_RM_B2BP_Ep_How this CMO Generated $40 Million With A B2B Show - with Pablo Gonzalez_QG4

Pablo Gonzalez  27:01

I appreciate you, I appreciate you asking that question, man. Um, it basically means that I think it's much more valuable to be a king maker than to try to be a king. So it's much more valuable to be the stage than to be the star of the stage, right? Because if you are, if you are somebody that is known to be a king maker, than everybody that wants to be king wants to do business with you, whether it's your employees, or your clients. I just think it's a much more sustainable way of way of going about things.


Kap Chatfield  27:32

Okay, Lauren, on the show notes, make sure you put down that quote, it's way more sustainable to be a king maker than a king. I love that. And, you know, one thing that I think about what that phrase "Be The Stage" is like, when you are, first of all, you're phenomenal host, I want to pick your brain about hosting in a little bit, but I think the thing about hosting a show, I've experienced this myself, I mean, here we are, we have a show for our company, lo and behold, B2B Podcasting, you're on our show. And the thing that I'm super interested about in hosting a show is, it's, it's certainly valuable for me, don't get me wrong, like I get people like you on my show that get like just basically produce content for free. That's super valuable to my audience. But then also for people like you and other people I've had on the show, this is an opportunity for them to have a voice and for them to share their thought leadership. And so I'd love for you to speak about the strategic business development move for businesses not to just have a show where they are the you know, they're the centerpiece of their show, but for them to create shows where they're doing exactly what you're talking about, where they then become a stage to showcase other people.


Pablo Gonzalez  28:51

Yeah, yeah. First of all, you're an awesome host, right? Like, you know, you know that I listen to your podcasts and I send you stuff like "dude, great way". 


Kap Chatfield  28:59

Thank you. 


Pablo Gonzalez  28:59

You're you're really good at this too, man. I believe that businesses are fundamentally relationships, right? Like whether it's a relationship with your people or the relationships with your market or your clients or whatever. And I again, I came out this because I'm a I'm a fanatical networker. I did well in the in the nonprofit world, because I was in every room making friends with everybody and there is just no, when you are developing the relationship, so you know two quickest ways to bond with people is to share a vulnerability or add value, right? Like the add value thing you can read about it in Robert Cialdini's book Influence where he talks about the seven rules of influence. If somebody has the feeling of receiving a gift, we are hardwired to want to reciprocate. And Harry Krishna's got on the map doing this and like the late 70s, early 80s. They would just show up with flowers and give people flowers and ask for a donation. And the flower had no value to the person getting it but they felt so obliged to give something back that it became this viral fundraising thing for Harry Krishna, right? So as as you are building relationships, right, this is what I had to learn in my early 30s, when I was networking rooms that I used to try to show up and be the funny guy and be and be popular whatever. I had to show up and be like, no, no, how can I? How can I show up in a way where I'm adding value to someone, right? So like, sales, guys want to take people golfing, they want to take them to dinner, because you want to buy him around the golf, you want to buy him some dinner, that's the gift, and then you get to pick their brain about whatever is happening. Having a show adds both of those qualities, right? I'm giving you that validation that normally people don't, I'm also listening to you, right? Like I'm, I'm there to pick up. I don't know about you, Kap, but I'm never more present in a conversation than when I'm playing host. Right? Like, I'm just like, really just zoned in on, like, what is the gem that I can get out of somebody? And that is a wonderful experience to give somebody that most people don't, don't get that, right? Like most people don't get to be keynote speakers, they don't get interviewed on stages, they don't get to do it. But you can give that gift. And on top of that, if you're doing it on a show, it's like a shared vulnerability, man. Like if you if you're doing this, like right now it's vulnerable, we can go back and edit man. But if you're doing it live, you guys are out there, bro, you're on, you're on the plank.


Kap Chatfield  29:57

That's true. That's true.


Pablo Gonzalez  30:39

You're out there, it's it's real, it's real life, right? So it is it is also that shared thing. And if you can bring somebody through a vulnerable experience, take care of them and make them feel good about it at the end of the day? You got them. Like you got him as a friend, I don't mean, you got him like, like, you know, in a bad way. I'm like, you got them as a friend, right? Like you are, you are forever connected, you will always have that experience to come back to. And relationships, to me are the compounding interest of business man, like, like you don't, you don't lose relationships, it only gets more valuable.


Kap Chatfield  31:44

It's that's so true man. There, your "your network is greater than your net worth" is what they say. And I'm discovering that more and more man is like the most fun and most valuable part of me doing this show has been being able to connect with people like you and have direct contact like being and, and having something relevant to talk about, which is so it's so funny. Because in a world where on LinkedIn, particularly I don't know, I don't know why people still try to do it. But the cold DMS on LinkedIn, especially when it completely lacks context, when it's so clear, you don't even know what business I'm in, you don't know anything about my company. And I'm just part of like this mass eat, you know, LinkedIn DM distribution chain, it's a, it's it's so wild how people forget, like to build those personal relationships. If you could get the relationship like it might you might not turn into business 30 days from now, six months from now, even 12 months from now. But just having that relationship. I've gotten referrals from people that I've had on the show, they've didn't buy from us, but they're like, someone comes to them and they're asking about, "hey, do you know how to do b2b podcasts?" They're like, "No, but I was just with this guy. And he knows how to do it". So it's a it's, it's like scaling the truly unscalable, you know, secret sauce of business.


Pablo Gonzalez  33:03

In 100%. Like,


Kap Chatfield  33:06

I want to ask you about the difference between pre-recorded shows and live shows, because pre-record shows, obviously, as you mentioned, you can edit them a little bit easier to manage, there's not a lot of preparation that needs to go into it as at least in comparison to a live show. And then the consistency element of a live show I could imagine would really, it would be difficult for people to keep up with. If for whatever reason, you you know, had a scheduled recording on a Tuesday had a meeting had to reschedule it, you could do it on Wednesday, not a problem. With live, it's a little bit more challenging. However, I know you, I know what you're about, I know the power of how you're using live show to build community and I know that you live by it. So I'm want to I want to hear from you. I want you to make a case for why businesses should strongly consider the live show format versus the pre-recorded format.


Pablo Gonzalez  33:59

Yeah, man, I'm happy to make that case. I as I said right, it all it all is the the building block unit is relationships. Right? So right now you and I are forming a relationship, one to one, right? And we're going to be friends, and then this thing's going to go off. Somebody is going to have this in their ear, they're going to think that I'm smarter than I am because I'm in their earphones, right? So I'm going to build some relationships one to many at a certain point. If we are doing this, while six people are also here, or 16 or 60. You know, let's let's say four people, right? Let's say four people are watching this live and each of those four people, let's say two of them contribute and ask a question that you then say their name and you ask on their behalf, to me and I respond directly to them. And two others are just like in there chatting and I'm able to see their name and I'm like, "Oh man, you know, where are you from?" You know, like whatever, right? There's just just a little bit of a tag to share the stage with them a little bit. We have just five X'd effort. Right? Because we just built five relationships in the same one hour. So to me, yeah, it's extra effort, man. And it's and it's a little riskier and it's and it's, it's a little bit more vulnerable. But being able to prepare and show up on a regular cadence, it doesn't have to be every week, right? Like, I didn't get to the point where, until I realized that this other podcast made my podcast its bitch, like, I was not I was not eating my own dog food, right? So like, once at once I realized, man, it's this drastic, I started leveling up to having a live show every other week, right? Now, this year, I'm every week, right? And now this year, you know, I started off getting like four to six people showing up now I'm getting like 15 to 20 people showing up, right? But that just starts to scale and itself feeds. Because again, if all where, the live show is a way to build the one to one relationship while you're building one to few relationships at the same time. And then the asynchronous distribution becomes the one to many, right? But it also doubles as your press conference, right? In 2020, when COVID hit, you best believe that all these people that had land in Florida that had business in Florida, needed to talk to Greg. And you know, instead of hopping on a call with 100 people a week, he was just showing up for an hour a week and just talking at a press conference, right? So like, when your clients need you, you're there. Third, when you are interacting with multiples of your clients multiple times a week, you learn the language of your clients, right? By like by end of Q1, we realize "Hey, dude, your website is talking to like old people would that Prudential like markets to, like people showing up to the shows look like us? Right? They look like they're old millennials, young Gen Xers that are W-2 employees and have reached director or VP in their company and are looking to diversify from the stock market, get that website of like dude with gray hair and lady on a boat out and talk to people, you know, like talk to your people". So we were able to embed the language of you know, who we are speaking to directly into the website and directly into the marketing cadences. Right? So just the efficiency of relationship building, the availability to scale your time and when someone just needs to ask you one question they don't need to book a half an hour call. Right? Like they can just show up, ask their one question and be entertained and meet other people and whatever. And then the the direct kind of like, you know, the direct contact with people at mass really, really helps you contextualize your message. And you mentioned Gary Vee, right like that that is something I straight to from Gary Vee. When I see when I see Gary V's content, you know, not anymore with the pandemic, right? But when I started following Gary Vee in 2017, all his content is him in a keynote and somebody asking him a question at a keynote. And what that does, Gary Vee says three things. He says "make more content, be patient and have self awareness."


Kap Chatfield  38:01

And empathy. Maybe that's the fourth.


Pablo Gonzalez  38:03

Empathy, all, you know, yeah. Right? Like, because he has 100 different versions of that question from 100 different looking people that ask it 100 different ways to one answer. He has 100, he has 300 contextualities to the same answer right? Like if I you know, like, 


Kap Chatfield  38:27

That's good. 


Pablo Gonzalez  38:28

And on top of that, because he's sharing the stage, you know, that if you go to a Gary Vee conference, there's going to be q&a. And if you ask a good enough question that helps him answer it in a new way, you might make it to his Instagram and you might be Gary Vee famous. So it just it feeds itself, right? Like sharing this, like, I'm just looking to share the stage as much as possible. Because it creates that context. And it creates that availability of just like I can, I can be king made.


Kap Chatfield  38:56

Man. Ah, all right. I want to get tactical, we're running out of time. And so I'm just gonna, I'm gonna have you I there's so much that I would love to ask you, Pablo. I want I want you to break it down for our audience. Here's, here's what I'm thinking. I want you to break this down as with as much detail but as quickly as possible. And here's the scenario. You're about to catch a flight. The person behind the counter is calling your name "Pablo Gonzalez, the flight is waiting for you". And they're about to close the door. But you're in a deep conversation with a B2B business leader, who's asking you, "Pablo, how do I create an online community this week? What do I need to do?" What do you tell them before your flight takes off?


Pablo Gonzalez  39:36

Yeah man, the what I call the relationship flywheel is called: Value, Connections and Content. First, you take inventory of the people that you're trying to serve, what is valuable to them? Your product is only one part of that equation. There's a whole ecosystem around that that is valuable to them. Once you have that figured out, then you take stock of who within your clientele, inside your company, in your network and within arm's reach of your industry via LinkedIn or whatever you can has that value to offer them. Then you create a schedule that is, this person is this person that you want to meet is talking about this thing that you want that you want to talk about. That's the hook point of the invite, right? And then you create a, alright, so I'm going to try to go as quick as possible. So that is how you plan it out. That is how you figure it out. You name your show, not about your product, not about your company, you name your show, the intersection between who your client is and who you want them to be. Right? We didn't call it the Rental Property Show, we called it The Not Your Average Investor Show. Because the first thing that you got to do is like "man, you know, I'm not just a W-2, you know, like, form 401k person, I'm not your average, I need any different wealth", right? Then you host these shows, right? Like the invitation is hook point at the top, what you're going to learn not the person's name, what you're going to learn at the top, then it has a little bit of credibility in who they are and the three bullet point hook points of what they're going to talk about, right? Like you have a conversation before them. I'm getting too deep now on the conversation go. Okay, cool. I'm just you're gonna go to your flight bro. I'm trying to


Kap Chatfield  41:13

Yeah your flight is taking off in 60 seconds, but you're doing great. 


Pablo Gonzalez  41:16

When you are hosting the conversation you got to be mindful of for relationships. One is you to the to you to the to the guest, right? Like you've got to be nurturing that relationship. You to the audience, guest to audience and audience to audience and you got to drive all those vectors, right? You to the guest, give them a great experience, make it about them. Make sure that you are making them feel like the smartest person in the room. You to the audience, acknowledge them early and often, ask for their collaboration. If they say something smart bring it up. When they you know, like, if you see them more than once, give them a nickname. Right? Like, like, remember things about people. It's one part Xenium DJ stuff, right? Like there's lady, there's a lady Marilyn Cottam that shows up to The Not Your Average Investor Show. She's from Homosassa, Florida, the first time she said she's from Homosassa she said it's the home of the manatees. Every time we say Marilyn Cottam names we're like "Marilyn Cottam  from Homosassa, Florida" and Greg's like "home of the manatees", right? Like you got to give them nicknames, the same way that Dan Le Batarde and Howard Stern created ancillary characters that kept recurring coming back to their show like that that content. When they are actually huh? 


Kap Chatfield  42:19

The recurring characters, yeah. 


Pablo Gonzalez  42:20

They're recurring characters. Yeah, you got to give them a piece of the stage, right? When they are courageous enough to add to the conversation and ask a question you don't just take the question and ask it, you frame it like an introduction, you try to add as much context as you can, by saying what you know about the person who they are, whatever, you try to explain it as best possible. And that does two things. One, you're giving them a piece of the stage, they're hearing their name on the stage. And by and by asking the question the best way possible, you're allowing your guest to answer it with as much context as possible, you make it feel like you just introduced them, right? So you're getting better content out of it, and they feel seen and heard on the stage. And then if they're just saying good content, good comments, whatever, you're just acknowledging the comments and telling people to like, connect in the chat. And you're like, you're propping people up in the chat. That's the audience to audience. And then you want to have like a Facebook group or something else to like, drive them to to once once it matures a little bit, then you launch the actual platform community where that's where they go hang out, you call it it's "your secret cool club", until you get to like 1,000, then you're like, "it used to be the secret. Now it's just a cool club. Come join it", right? Like, everybody loves cool club, you've been to Miami, velvet rope works, right? 


Kap Chatfield  43:27



Pablo Gonzalez  43:28

Then if you're driving those four vectors accurately, then it's just the content repurposing game man. Then it's just like, build the process so that you can take a one hour call and turn that into a podcast, turn that into a one hour YouTube show, turn it into a YouTube shorts, under 10 minutes, turn that into the five to six best like aha moments that were shared, take, you know, and take the take the q&a stuff and make it q&a content where the title comes up, and it has the name of the person that asked it, and then the and then the question below it. So now you're giving them a piece of the micro content stage. You're tagging them on social media, because they're a part of the conversation. You're growing through the audience. You're making it into a blog post, you're making it into SEO, you're making it into an email nurture, and you're take this one seed you plant it in six pots and you put it in, you know, you plant it in 25 pots in six different ecosystems, and it all has a chance to sprout.


Kap Chatfield  44:18

Oh, all right, you're about to catch your flight. Recap what were those four vectors again?


Pablo Gonzalez  44:26

Host to guest, host to audience, audience to guest, audience to audience.


Kap Chatfield  44:31

Boom. Alright, Pablo, you got to catch your flight, bro. Dude, that was awesome. Dude, I I was following that for those that weren't following it, you're gonna have to go back and rewatch that that'll probably end up being its own little micro video because that was such a beautiful breakdown. Pablo, my man, this has been such a fun time. Thank you for joining us on the show today. I want everyone to know that you can find Pablo's LinkedIn profile in the link for his profile in the show notes. Go follow him, go connect with him, shoot him a direct message and tell him "Hey, I saw you, I heard you on B2B Podcasting and I love your mindset behind building a community to grow your business, particularly around content". You also got you got to go check out his show The B2B Community Builder Show. And while you're at it, go check out his website too and go, if you're interested in starting your own show and figuring out how to how to build your own community. Don't do it alone. Have an expert help you go check out his website. That's gonna be all in the show notes for you. Pablo, thank you so much for joining us on B2B Podcasting today


Pablo Gonzalez  45:33

Kap you have given me a wonderful experience by sharing your stage with me and I want to give value back to you man like if you are if you if you've listened to this show right now, right like Kap is working really hard to put out this content. It's not very hard to just like turn this once this is over, click five stars on the thing. You know, send send your favorite episode, send the episode that he had with Chris Walker to your favorite marketing friend, that thing is genius. Great interview with him. Right? Like, share this thing, help Kap get the word out, man. This is a great show, dude. And I really respect what you're doing. And I love the way your brain works, man. So I'm happy to have done this. Thank you.


Kap Chatfield  46:07

Yeah, I appreciate it, man. Thank you

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