How to 10x Your ROI with Outbound Sales

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Hello everyone, this is Krippa Anand and welcome to the Canadian SME Small Business Podcast, where we explore the strategic insights and innovative approaches that empower Canadian entrepreneurs to build successful ventures. Today we are diving into the essential world of B2B lead generation and sales development, focusing on how to build predictable pipelines that drive real measurable revenue. In a competitive market, a performance driven outbound strategy is paramount. Our guest today is an award-winning entrepreneur and business growth leader for the over 15 years of sustained success in founding and scaling high impact companies. Joining us today is David Tyle, founder and CEO of Nuri Jo, a sales development agency with a specialty in B2B outbound. David's career includes founding multiple 7 and 8 figured ventures, advising cutting edge AI companies and a background in content marketing and market research. Nuri Jo's model is the performance driven, keeping it fully aligned with client success. So before further ado, let's welcome the special guest. David, welcome to the podcast. It's an absolute pleasure to have you here. What a lovely introduction. Thanks for having. You're just being humble. Now I'm very excited for this conversation today David. Nuri Jo is a sales development agency with a specialty in B2B outbound. This is a critical area for any business looking to grow. So let's start by understanding where does all start from? How does Nuri Jo help clients run cold email, LinkedIn and cold calling campaigns for high return on investment? Because literally that's the one thing everyone's interested in. Go ahead. Well, let me peel the onion back a little bit as I see it. And you know, I'm on the phone five or six times every single day with new business opportunities. Folks coming to Nuri Jo, coming to talk to me and asking me simple question, which is how do I grow my business? And what I do is I tell them I don't know. And I tell I'm honest, right? And I tell them I don't know. And I tell them that it's important. We do a full stack discovery in and around your business. It's fundamentals, it's vision, it's active target markets. Where are you strong? Where are you weak? And we're really understanding fundamentally where you want to go. Now that's a tricky little, it's a tricky little game, right? As in I think a lot of entrepreneurs and small business specifically, they don't necessarily know where they want to go. And that's the ugly, it's the ugly little secret. Right? Now sometimes, and look, we have clients that are doing a few hundred thousand, call the emails on a month to month basis. Sometimes what ends up happening is you go to market at least at top of funnel in a funny little way. Sometimes what ends up happening is you go to market with a half a dozen or a dozen different hypotheses for where you might want to take your business. And you let the market tell you, right? As in and funny enough, and you know, it's a, it's trial by fire for sure, right? But funny enough, at least if you have the fundamentals down and not look, I'll walk you through some of the fundamentals as I see them. I won't bore your audience with a whole technical brief, but there's a few, there's a few critical fundamentals inside, call that reach. I'm going to, I'm going to speak about call the email because that's the majority of call that reach these days, but it's true for any. No, definitely. I'm sure our listeners will be very interested in, you know, to learn the exclusive tips and tricks other you have for them. So, yes, please go ahead. I'm not going to call these exclusive. I'm going to call these obvious. The first truth is you have to get into your clients inbox without a doubt. If you're running cold outbound, whether it's linked in, whether it's email, whether it's a call call, if you don't have eyeballs on your messaging, on your sales messaging, nobody's replying. So if you're running cold email campaigns and you're landing in spam, you're not getting replies. Obviously, right. If you're running cold outbound to the wrong person, you're not going to get a reply. Obviously. So, no, pillar number one that I generally speak to is you got to get in the inbox. Pillar number two is it's got to be the right inbox. And now, I like to say that that lives in two dimensions. Number one is it's got to be the right from a filtering perspective, from an administrative perspective. It's got to be the right decision maker at the right company inside of your target market. However, that is defined. That's position A is it's got to be administratively a clean contact. And then position B, and this is what I was telling you, this is what I was referring to earlier, position B is it's got to be aligned with the long term strategy of, the long term fundamental strategy of the business, right? And those are, that's a really complicated little truth, right? Which is to say, who, where, where does this business need to be in two years, in four years? And then the last pillar is you got to write a copy, right? And, and when I'm on the phone with new business prospects, I say it like this, hey, you, why should, okay, we were in the inbox. It's the right inbox. Why should they, why should they care? Right? And fundamentally, your job at that point in time is to get them to reply to you. Right. And some, in some small and some meaningful way, the job is to get them to reply to you and I have a conversation. And that's a prospect and that's a lead. It's not a sale, it's not revenue. But it's a prospect. It's an opportunity and it's somebody you can, the revenue. Wow. Thank you so much, first, you know, for sharing those obvious, but you know, sometimes what happens is people forget the most obvious things because the mind is occupied with so many things. So the answer lies in the simple things of life that's a very clear and compelling value proposition, David. It's clear that you know, a predictable pipeline is the lifeblood of any doing business. Great. Now, before we go any further, here's a special message for all of our listeners, especially all the Canadian entrepreneurs. Are you looking to supercharge your sales pipeline, get a predictable flow of B2B leads and optimize your outbound sales strategy? Learn from David Tile, founder and CEO of Nuri Jo about how a performance driven approach to sales development can drive real measurable revenue. Now, coming back to you, David, your entrepreneurial journey is truly remarkable. Marked by, you know, a story of building a multi-million dollar business at a very young age. So I had a son, he was 23 back then, right? So what key lessons did you learn? You know, building a 20 million SEO business at 23. 20 million dollars revenue. How did it feel at 23? Firstly, go ahead and share the story with us. I'll go back right to the start and it was in a 20 million dollar venture. I'll explain. There was a 20 million dollar venture that I built, but it was a client's venture. So as follows, 22, 23 years old, fresh out of college. No idea what I was going to do with my life. I started a tech business. It was going nowhere. I ended up picking up some freelance writing jobs after, you know, after five, six months of, you know, pounding the rock on a tech venture that was going nowhere. I ended up picking up some freelance writing jobs with, with a few agencies that, and that sort of had a big, a bigger appetite than they had the capacity to handle. And so they kept coming back to me saying, David, we love you writing. We want more and more. And so I just sort of, I just sort of had a few conversations. I'm like, guys, I can take a lot, right? And I was just, you know, I just faking it, right? But I'm like, guys, I can take a lot of this. Like, what do you need? Right? And all of a sudden, I, I started hiring writers, I started hiring copy editors, I started hiring line editors, and I just put together a bit of an agency motion in that snowball way. And I mean to say that within the first three, four, I got lucky to be clear. But in the first three, four, five months, I ran into projects, a consistent volume of monthly content writing from Shopify, LegalZoom, EEPO. Within six months of, I suppose, quote unquote, starting that company, the article writing company. In six months, I had picked up a contract with Answers.com to the tune of 1,000 articles written and delivered a week. Oh my God. That was so impressive. It was completely nuts. And to be clear, they were paying $14.50 on article. So it was a hectic velocity and a hectic volume of content, but it wasn't. It's a good amount of money for a 23 year old. Of course, yes. So that was early days. And then within the first year, I ran into this gentleman out in Montreal who was running a business in affiliate marketing. Okay. So he had a, let's say, a half a dozen websites where he would rank for specific keywords. Those websites were those that that velocity of Google traffic, he would then sling to specific affiliate offers. And that's how and that's how those websites were making money. He had a few of those websites in his portfolio. We're making a few hundred thousand dollars every year. And so together, we built a, we started to build an assembly line of content production to essentially build five of those websites a month. Okay. Now when I say, when I say we, I, you know, is instrumental in building a $20 million venture in my early 20s. What I mean is I built the content arm on behalf of this gentleman out of Montreal who was building, who had built that business. And he, so let's say when we met, he had a half a dozen websites, you know, maybe each doing an average of two, three hundred thousand dollars a year in affiliate revenues. By that within a couple of years, we had a portfolio of 200 websites. And we were, he was making, you know, it's making $20 million a year off that. Wow. But still, you know, your contribution, your content, that's an incredibly inspiring story, David. Yeah. Well, I like to take more credit there. Of course it's well deserved. It's well deserved as well. Yeah, it was, it was crazy. It was crazy. And don't add, and don't add. I won't bore your, your audience with the, with the variety of niches that were, I'm sure. I'm sure. I'm not getting a bad word. But we were writing, I got to tell you, we were writing. A book every week. We were writing three, four hundred pages worth of content for these websites every single month. Oh my God. It was nuts. Oh my God. No, definitely. I was just saying that we need to have you in studio for the next episode that we do with you because these stories are crazy. So great. You know, your entrepreneurial journey, I'd say, David, is a powerful testament to the fact that passion, a strategic mindset and relentless focus on execution, you know, are the keys to building and scaling a successful venture. But you always wanted to become an entrepreneur, right? Growing up, even when you were in school, you always had that in your heart. I go back. What a great question, right? I mean, I'll tell you, my father was an entrepreneur. That's where I get the market research background. I spend five years working for him. He built a firm with 150 people in New York and London and Toronto and a few other offices in the States. My grandfather was a surgeon, but my great-grandfather, who over a hundred years ago, immigrated out of Poland to come to Canada. He was an entrepreneur. And I'm talking like this. He was a 12-year-old immigrant who, his name was Schmull Eichenthal. Okay. 12-year-old immigrant couldn't read a right completely illiterate. I mean, he was Polish, right? Couldn't read a right completely illiterate. He was a 10-year-old. He doesn't go to school or anything. He just immediately starts working as a tailor, as a 12-year-old. And then slowly but surely, he assumed a fairly prominent entrepreneurial journey. As follows, he started to dry cleaners. A simple dry cleaners. It still stands today in Summer Hill on Young Street. A lovely Korean family owns that. Owns the dry cleaners. It's called New Way Cleaners. If you go to New Way Cleaners now, you will see a 10-foot Florida Marlin taxidermied on the wall. That was my great-grandfather's. And by the way, the laneway behind that building is named after him. That actually explains your cover picture on Ling-Nang. Exactly. That's my great-grandfather. In some ways, I don't think I was necessarily in school. I don't think I was necessarily obsessed with becoming an entrepreneur. But in other ways, I don't think I had any choice. Yes, because I started hiring figures in front of you, right? Right. Just sort of happened. Like it was like, what else am I? What else am I? Could I possibly do? Wow. That's amazing. So on that note, David, what's that one thing about, say, entrepreneurship that you enjoy the most and one thing that you hate the most? Well, it's a grind. Okay. I wouldn't sit on a podcast and advertise entrepreneurship as this glorious, unbelievably fulfilling journey. It's impossible. It's incredibly difficult. And the low days are very low. You sit and you look into the abyss on those low days and you say, what the hell am I doing? And by the way, with 15 years experience, I still sit into the abyss. I still sit there and stare into the abyss some nights. Just like, why can't I work for 12 hours today? And I feel like I didn't take any steps forward. Right? And I'm grinding. And by the way, I've got, you know, now I've gone a wife and a dog and two young kids. So the stakes are higher, right? So the, I guess the point I'm making is that as low as those lows can be, there's nothing like the highs. When you start, when you start producing momentum, when you start producing motion and wins and you stack those wins against each other and you start building, you start getting, I mean, especially in my business, you start, you start, you know, closing deals and you start getting your clients momentum and then they bring you more business and then they go to their friends and they say, you got to meet this guy, David, because he's, you know, he's completely repaired my sales funnel. When you get to that position, the highs and the momentum are, there is nothing like it in the entire, I mean, and okay, like who am I, right? I'm just a 37 year old chucker. But in my experience, I've never, there's nothing like that, that high and that momentum. Now, for sure, okay. And the honest truth and especially, you know, I can say this because I mean, I mean the sales business, right? The honest truth is I want to make as much money as possible, right? And that is a, and that's a, you know, I'm going to say, I'm going to say, I'm going to say, you know, it's, it's a, it's a matter of, of, of personal freedom. It's a matter of prosperity and giving my children the life they deserve, etc. The truth is, as I see the world, and again, I'm just a guy, okay. But as I say that, well, there's no, there's no more obvious way to make a lot of money than in small business as an entrepreneur. No, definitely. That was such a holistic answer. You, you covered, you know, every aspect of entrepreneurship. That's amazing. And definitely, you know, there's a kick that you get. There's a, a high thrill that you get, you know, when you get into the momentum. So that's amazing. Entrepreneurship is amazing. But yes, it's not as easy or as easy going as it seems. Now, moving ahead, David, AI is not even a buzzword anymore, right? It's literally every single, on every single social media page you opened as AI. Now, if I were to give you a time machine right now and say you were to travel five or 70s into the future. Then you get out of the time machine, how exactly do you envision AI changing the world around you? - Oh, wow. - I think this is a very heavy question because I see-- - How long of an answer am I permitted to-- Am I permitted to-- (laughing) - Something that our listeners can digest, so. - I think in 10 years it's gonna completely and totally redesign the entirety of the human organism. - Yes, so in five years-- - In ways that we have absolutely no idea how to predict. And the basic stuff, the basic stuff is pretty obvious, right? As in go look at Waymo, go look at what Elon Musk is doing with Robo Taxi, in a few years we're gonna have no taxi drivers. That's several million people across Canada, US alone. That will not have jobs, truck drivers, no jobs. That as a microcosm for the virtually the entirety of the human experience. I don't think we are remotely prepared for exactly how that's gonna change the human experience. I really don't. I mean, I can't fathom, in 10 years I can't fathom why you would need accountants. I just can't, I mean facilitators, right? I can't fathom why you would need a therapist. You're gonna have the greatest therapist. You're gonna have a trillion fold, the greatest therapist yet ever possibly need that knows everything about you inside and out up and down, and it's gonna be sitting in your pocket. Fundamentally, the entirety of the human experiences up for grabs right now. - No, that's not-- - That's my, that's my, that's my short answer. No, no, definitely. But with that, what do you think? We all know that the world is changing, right? And we all understand the pace at which it is changing. So what do you think is going to be that one skill that youngsters or you know, people who are just getting into the business space should learn and acquire so that 10 years from now, they don't lose their jobs. What's that one soft skill? - AI, about soft skill. - Yeah. There's an interesting little, some interesting twist on the question. The truth is, and I think you're starting to see a lot more people talk about this, okay? The truth is there are, and you could consider, for example, a simple example, which is how inundated social channels have become with AI written content, okay? The example is as follows. The, everyone's posting fluff now from chat GPT. And look, I have a long thesis, and I'm attached to a company, an advisor to a company down in Austin, Texas, which has a long thesis that does not necessarily support large language models as the critical modality that will achieve artificial general intelligence, and thus assume all of my predictions from the beginning of this question. But I digress, back to my example, the, with a flood of AI driven content, folks that stand out now are the most human. And it's a funny little, it's a funny little twist of fate. You have a, you have a, a particular, you know, large language models for all of their flaws, and for as poorly as chat GPT five has performed, and for all their hallucinations. So pretty good writer, okay? You have it in a twist of fate. Everybody now can be a fantastic writer, and everyone's trying to use chat GPT to help their writing. - Yeah. - The best writers still are the ones that just sidestep it, and write from the heart. So, and I think that's true, I think that's gonna be true in a lot of places where AI is gonna replace the hard, annoying, silly day to day work that we thought was the most important thing in the world. And we're actually gonna be able to get back to more human, a more human existence. - Wow, wow, you know, wow, technology progresses, and a lot of our economic and social and organizational needs are taken care of on our behalf, right? And so, I hope this is a good answer, right? Like it's a lot, it's a lot of the long answer. It's like, the soft skills are everything now, right? And it's so interesting, it's such an interesting twist on that question, because it's true. Like the soft skills are everything in a world where AI is not-- - The world where intelligence is no longer a, in the aggregate, where intelligence is no longer a finite resource, soft human skills will actually be paramount. - Great question. - Wow, you know, what a world we're living in. There has been an absolute pleasure having you on this podcast, but you know, definitely, as I said, I repeat, we're definitely inviting you in our studio episode where I'd love to talk to you about so many other things and understand from your perspective, because it's very interesting. But before we let you go, if there's one final message you have for our list list today, something that you want them to remember. Coming back to that successful, predictable sales pipeline and resilient business, what would you tell them and why? - I'm just gonna share a quote from my great-grandfather, Sam Tyle, which goes as follows, if you work hard, they will respect you. - Wow, that's very deep. David, it has been an absolute pleasure. Thank you so much for sharing your expertise on Vision With Us. All right, that's for the insightful conversation with David Tyle, founder and CEO of Nerdy Joe on his entrepreneurial journey, the part of B2B Outbound, AI's role in sales, remote team management, and his vision for the future of sales development. To all of our listeners, thank you so much for tuning in to the Canadian Ascony Small Business Podcast. Be sure to subscribe to our podcast for more expert insights and resources that can help your business life. And lastly, a very special thank you to our podcast, Partners, RBC, UPS. A1 Global College, ADV, and Google for their ongoing commitments to empowering Canadian Ascony's. Until next time, keep anavailing and striving for success and we'll see you in the next episodes. Kripa Arnon signing off. - Thank you for listening to the Canadian SME Podcast. Please visit canadiansme.ca to subscribe and join us next again as we share more expert advice from Canadian business leaders. (upbeat music)