How to Eliminate the Headaches of Outsourcing written by John Jantsch read more at Duct Tape Marketing
Marketing Podcast with Jeremy Kenerson
In this episode of the Duct Tape Marketing Podcast, I interviewed Jeremy Kenerson. Jeremy’s journey in internet marketing began in 2009 when he assumed leadership of the sales team at Infusionsoft (now Keap). In 2013, he founded his own digital agency, specializing in the complete customer lifecycle.
Over the last decade, Jeremy mastered the art of outsourcing, investing over $1 million in overseas teams, making him a true authority in remote team delegation. He has revolutionized outsourcing with his “Insourcing” methodology, as the founder of DeskTeam360 – a long time partner of the Duct Tape Marketing Agency Network.
Key Takeaway:
During this podcast, we discussed the importance of effective outsourcing and insourcing in marketing, emphasizing the value of communication and collaboration with remote teams to achieve successful outcomes. Additionally, we highlight the significance of strategic partnerships in expanding one’s marketing reach without forgetting the need for quality, consistency, and professional expertise while outsourcing.
Questions I ask
- {01:00} How do you define insourcing?
- {01:50} What kind of issues have you encountered, in trying to get to where you are today?
- {02:43} What do you say to folks that want to start outsourcing but think they won’t be able to accomplish it?
- {06:26} Please, provide us with an overview of Desk360, your company
- {10:46} What has been your best method of generating leads in new business for your own organization?
- {13:18} Where do you see the future of insourcing going?
- {18:34} What’s on the horizon for you?
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John (00:09): Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Janstch. My guest today is Jeremy Kenerson. His journey in internet marketing began in 2009 when he assumed leadership of the sales team at Infusionsoft, better, now known now as Keap. In 2013, he found his own digital agency specializing in the complete customer lifecycle, and over the last decade, he has mastered the art of outsourcing, investing over 1 million in overseas teams, making him a true authority and remote team delegation. He's revolutionized outsourcing with his insourcing methodology as the founder of Desk Team 360 and is a longtime partner of Duct Tape Marketing and the Duct Tape Marketing Agency Network. So Jeremy, welcome to the show.
Jeremy (00:58): Thank you, John. Thanks for having me. I appreciate it.
John (01:00): Let's start with that first term. How do you define insourcing? That's a term you I think are spending some time trying to give some space around. So in a nutshell, what is insourcing?
Jeremy (01:11): Yeah, as quickly as possible. So outsourcing is your sourcing folks that are outside of your office. They could be in the United States, they could be overseas, whatever you're outsourcing and insourcing is where we bring everybody overseas into an actual office. And we found that, well, we found when I ran my own digital agency and I was outsourcing, I came across all the same excuses and frustrations everybody else has dealt with. The work didn't get done because of this, that and the other thing. And I eliminated all of that by bringing everybody into an office. We control all the internet providers, the electricity, the computers, and having managers, so bringing everybody in house,
John (01:50): So kind of one direct cable to the in-sourced office. So you set out, I think in, I don't know if this was the original plan, but right now what you're trying to do with Desk Team 360 is to change the industry a little bit. What kind of issues have you encountered in trying to get to where you are today?
Jeremy (02:09): I think the biggest thing, just going back to the beginning, it was funny. I met somebody that was at Infusionsoft years ago. His name was Brett, and he said, Hey, how's it going? I was like, oh, great. He is like, what have you been up to since you left in Infusionsoft? And I started telling him all these things and he's like, ah, you had the entrepreneurial, I'm like, what's that? He's like, you just went after every single idea you possibly could that you thought would make you money. And so that was the first hurdle to overcome was actually closing down all these smaller businesses that were making a little bit amounts of money here and there. So being able to focus, I think was the first hurdle we overcame.
John (02:43): Yeah, I'd say a lot of listeners probably share that part of their journey if hopefully they've figured it out. Our model in the agency world is really a lot of outsourcing or a lot of delegation of work rather than the business or certainly the owner of the business doing the actual work of fulfillment. But a heck of a lot of people I talk to have said, yeah, I've tried to do this and put this thing together and that thing together and it's more work than it's worth. I mean, what do you say to folks that kind of talk about outsourcing is just not being able to do
Jeremy (03:16): It? Yeah, I find a lot of people deal with that same issue and it comes down to outsourcing. And not just outsourcing, I'd say delegation. It doesn't matter where they are. If you're delegating something that's a skillset that you need, not just in business, but as a parent in life, I need to delegate these things. And a lot of times people jump into it, they jump into a lot of things that it's just going to be sunshine and rainbows. It's going to be super easy. I need to get this thing off my plate so I have more time to do this. And we get so impatient as entrepreneurs that we look at those things and go, oh, it wasn't worth it. It didn't work out. Something happened when in reality, if we take the time to actually learn this skillset, it'll save us so much time in the long run. But you have that awkward phase when you hire anybody, whether it's hiring an in-house employee, they're in an awkward phase of one to two months before they're able to actually take time off your plate because before then they're coming to you asking you all these questions and everything. And the same thing with outsourcing overseas. It's not something that's just going to happen right away. You have to learn how to communicate and work with people outside of the office and key. That's what I teach my clients when they first come on board.
John (04:24): I mean, if I had a whiteboard here, we could draw this little graph that would show kind of like, because I do think a lot of people think that it is like, oh yeah, I'm hiring this people that's off my plate now. And it's really actually more on your plate than it ever was because now you have to actually document it and get what's in your head out of your head so somebody else can do it. So I think people underestimate that there's kind of a period of more work as opposed to fantasy land isn't there? Yeah,
Jeremy (04:51): That's a good way to say it. Fantasy land, because that's what it is. It's a fantasy to think that you could just hire a person, give them all these things as if they've worked with you for the last five years and know what's in your head and know how you like things done. It's just not realistic. So whether you're doing an in-house or outsourcing, it's the same thing. You just got to take the time. And I like what you said, it's like getting the ideas out of your head and creating an actual s o p so that next time you hire someone, it doesn't become a pain in the rear. You're able to use that to help the onboarding process a lot
John (05:21): Faster. Yeah, and I'm sure you have a lot to say about this as well, but I've certainly found one of the pitfalls is lack of communication that it's like, oh yeah, I'll use one of the things you do for a lot of your clients. I need a website and think, okay, that's going to get a website built. And so we've found actually you can't over-communicate enough in several formats, and especially if you know what you want, getting that communicated takes some time, doesn't it?
Jeremy (05:51): Oh, it does. And that's what I spend a lot of my time working with my clients, training them how to communicate the requests site's a little bit bigger. That definitely isn't something that you just send to an email and say, Hey, I want a website, and then it's done. So what I always tell our clients is schedule a call with your account manager when you have a bigger project, like a website project. Let the US based account manager know the 30,000 foot view of the project so they can help quarterback that project as it's getting done. I think that really helps a lot with those type of bigger projects, having that US base account manager to talk to and outline the project.
John (06:26): So we've mentioned Desk Team 360 a number of times. It's probably a good point in the show to say what Desk Team 360 is and does, I mean, I think people have probably figured out you provide some outsourced services, but let's kind of give an overview.
Jeremy (06:40): Sure. Over the years, I kind of call it outsourced marketing implementation. So we work a lot with your clients and different agencies, a lot of different entrepreneurs, but really no matter what business you're running, whether you're doing marketing for another company as a consultant or an agency or an entrepreneur doing your own marketing, there's a lot of things that take place. First is the strategy, and you got to know what your strategy is, and then you need to be able to write that content for that strategy. So if you've got a marketing funnel, well, you need the sales copy, the sales page copy, you need the thank you page copy, you need the email copy. If you handle the strategy and the email and all the content writing, our clients will send us over projects, and then we'd get all the graphic design, all the tech set up. So creating the landing pages and ClickFunnels, connecting it to your website, connecting it to the emails and your C R M and using Zapier and getting everything integrated and tested and working. We handle all of the graphic design and all the tech work.
John (07:38): And I think that's a great point to go a little deeper in because I think a lot of times people underestimate, we use the example of a webpage or a landing page or a website that to actually make that function as a marketing tool, there's probably some other integrations that have to happen into your C R M so that you can create follow-up sequences. So over and above design, you're actually hooking all those parts together for people too, aren't you?
Jeremy (08:04): Correct, yeah. All the finer details. I'd say if there's a software that you use for your marketing, then give us the login and we can get it working for
John (08:13): You. So I'm sure there are other people that do this, but you have a particular financial model as well, a subscription based model you want kind of as well?
Jeremy (08:21): Yeah, sure. So right now we have three different packages. One is unlimited graphic design. The next one is just the tech, so just handling the logins and the emails, the websites and all that stuff. And then there's the pro, which is the combination of both. You got unlimited graphic design and unlimited tech help all for one low monthly fee of 9 97 a
John (08:41): Month. Well, I'll tell you selfishly, we use Desk Team 360 before our clients, but we promote it to all the consultants in our network to use for their clients as well, because having that fixed, or at least an idea of that fixed a lot of times one-off things come up or you need to redesign something here. And so you really can predict your costs that you're going to have. And I know that's one of the things we really love. I'll tell you the other thing for agencies, even if you don't have, we have a lot of folks that are getting started, maybe have two or three clients, a subscription feels scary to 'em. They're not working on their own websites. And so actually having somebody there to be able to go, oh, let's get these four pages done that we've been talking about for six months. I tell you that I tell people that and they're like, oh yeah, I guess I could use it for that.
Jeremy (09:30): Yeah, a lot of people will have their own website as a low priority task that when no priority, they're submitting stuff to us, we're able to get to work on that.
John (09:38): Yeah, exactly. Yeah. No, that's great. Talk about some of the results that you've seen or maybe some of your favorite projects or anything that you've worked with somebody.
Jeremy (09:47): Yeah, so I mean people are just saving tons of time. Some people are saving 20 hours a week, 30 hours a week, 40 hours a week, just a ton. One of our clients is an agency and he's been with us for about four years, and he started off just like you guys did. It was like, oh, let me test you guys out with one. Okay, cool. You guys work great. This is awesome. I love working with you. Let's up it to three. And then he just kept increasing and growing his agency to where now he's up to about 20 tasks at a time. So he actually has his own dedicated teams with us now, and it's just really cool to see someone go from just starting off with their agency and being able to grow. Because when I did my agency, I don't do my agency anymore. Why? Because it evolved. But if I knew then what I know now, I probably would still have my agency because I started off hiring all in-house people and it's just super expensive. I got to the point where as we were making more money as the business owner was making less money, and that's not a good business model to be in. So outsourcing helps a lot.
John (10:46): Sorry to chuckle, but I've heard that exact statement before. So let's talk a little bit about the business itself. What has been your best method of say, generating leads and new business for your own organization?
Jeremy (11:01): So this is something where a few years ago I went to an event and when you go to an event and you hear the same thing over and over again, but every once in a while you hear something and you're like, I do that. Why didn't I do that? I wasn't doing it. And it was just talking about joint venture partnerships. So especially with dealing with agencies, there's people, like right now I have a relationship with someone in the esthetician business, so she has a huge following and she's now using us and has used us and now is referring us, and now she's promoting Destin 360 to her list. But same thing with agencies. You can connect with somebody that has a big influence in a particular niche. And I hear a lot of people, they're scared to niche down because they feel like they are committed to that for the rest of their life.
(11:48): They can't take on any other clients unless they're in that niche. And I tell people, no, you can still service other people, but your marketing campaign is geared towards that one niche, but then get another niche and then get another niche. And if you can continue to build relationships like that, that has helped desk team faster, grow faster than anything else besides that, as Facebook ads have become more expensive, we went into the realm of cold outreach, so I'm still doing a lot of the traditional stuff, but just playing with as many things as possible. But that joint venture partnership really got the needle moving the most.
John (12:25): Hey, have you ever tried to hire freelancers and found that the quality of work was lacking or you got all the outsourcing excuses as to why the work didn't get done on time? Well, desk Team 360 has revolutionized the outsourcing game with their insourcing program that eliminates all those frustrations and excuses. You get unlimited graphic designs, website funnels, C R M, email automation integrations, automations, really anything that requires you to log into software. Imagine all the time and frustrations you can save from trying to get your tech work done properly. We use Desk Team 360 every day in our business, and so I've negotiated you a 10% deal. That's right. Just go to a desk, team 360 info, book a discovery call, and you'll receive the special duct tape marketing 10% off because hey, your pal John always takes care of you. So that's it.
(13:18): Go to desk team three sixty.info and book your call today. I get asked this question all the time. Somebody's either just getting started or they want that one thing. What's one thing I could do that would really make a difference? I always point 'em to that. Strategic partners are really a great way to go. I mean, they may have prospects they could introduce you to where a client might have two or three referrals they could give you. So it's really the best bang for your buck. Sometimes it takes a while to get going. It's not an overnight thing, but great bang for your buck. So we have gone, let me look, 13 minutes and 58 seconds. I'm going to mention AI for the first time. How is AI impacting the design business as you see it? I know there's a lot of hype and there's a lot of misinformation about the ways people are using, but certainly it's here at a point and then maybe it's a follow-up question to that is where do you think it's going?
Jeremy (14:15): Yeah, so right now with design, I have not had a lot of luck getting the heat, the AI to create a good design. I've tasked my team to play with it and just not a lot of good results. It is similar to kind of like chat G P T when that first came out, everybody was like, shouldn't say everybody, but a lot of people were like, oh, this is garbage. And it's like, yeah, well, if you put in one question and you get back your answer, how about you drill that question down five different times or 10 different times and you can get some pretty good content that way, but I just have not able to nail it down with the actual design functionality because it just gives a lot of weird images.
John (14:59): Well, so moving away from Dolly and things that are creating images, I'm seeing some services cropping up that are you put in your business where it's located the industry and you push a button and it's going to pull in stock photos and things and design a website or at least design a homepage. We can debate whether or not that that is valuable at all, but how are you fighting that sort of, oh, it's free almost to do this kind of stuff. I mean, when somebody comes to you and says, oh, it's going to be X amount a month for me to have web design versus getting the stuff that they say is free, what do you tell somebody that might have that argument in their mind?
Jeremy (15:41): You get what you pay for. I mean, I remember when Wix first, not Wix, what was the We Bleed, do you remember? We leave that website design. It was like, oh, you could set one up for free. And then I was like, cool, I'm going to set one up for my dad. And at the time I had no experience with setting up websites, but I set one up for my dad and it looked absolutely terrible, not a designer. So I sure I could try to get it done. Same thing with the ai, and same thing with the graphics, same thing with the website. It's like you get it done and you look at it and you go, is this what I want my brand to look like? And there's just something to be said when you have a human being researching and looking into your business and creating designs, creating multiple designs, and then being able to do revisions and go back to get it honed into something you love compared to trying to get something for free and spending a lot of time, a lot of your time and a lot of your energy to create something you're not happy with anyway.
(16:34): Where a lot of people that try those things, by the time they come to us, they've already tried Weebly and Wix and they tried to create a blog on WordPress, but it just ends up being the same result. They're like, I'd just rather pay somebody at this point, but they've wasted three months in the process trying to, yeah,
John (16:49): I think certainly a lot of business owners don't give enough, I don't think, give enough value to the impact of design, of good design of consistent design of design that at least to the viewer represents what they think that it should feel like, right? We've all gone to a website of an industry that construction or something and it was a templated thing, and you're kind of like, is that really what I want? Or I expect a construction site to look like? Probably not. And so I think that's obviously the value of having at least one team work on your things. You really get that consistency or at least have the ability. Do you ever find, I kind of already talked about this idea of over-communicating, we're pretty opinionated about what we think a website should do and function and not as much about what it should look like, but certainly what should be there, what the journey should look like. Do you ever feel like people like me would run the risk of overcom commuting to the point where you're just trying to give me what I want as opposed to, Hey, here's actually a creative design that we think would serve you better?
Jeremy (17:56): Yeah, I think that there's no way you can over communicate. There's just no way, and the team's not going to get annoyed by it. I hear that a lot from people. They're like, Hey, I don't mean to bug you, but can you please like dude, you're not bugging us. Please. The more information the better. And because we don't, with us, there's no consequence of doing unlimited revisions. So yeah, give your feedback, give your feedback, refine it until it's something that you fall in love with. And for you guys, it's a little bit different because you're creating the websites for your clients. So instead of being in love with it, you look at it and go, is this good enough to come from us to our client?
John (18:34): Yeah, great point. I love to ask entrepreneurs this. What's like on the horizon for you? Any new areas or you just really want to keep Oring this boat in the straight direction?
Jeremy (18:45): Yeah, so for the immediate future, yes, we're directing it. We're trying to keep it as simple as possible and what our offerings are down the pipe in the future. In the near future, I already have this in beta, is offering like a legit US-based project manager because some of our clients that are a little bit larger, you guys have your own in-house people that are managing all your tickets and everything, but there's a lot of entrepreneurs that are managing a lot of tickets. They don't have the infrastructure to go, Hey Billy, this is on your plate now. You take care of this forever. So being able to offer that account or that project manager role where you can meet with somebody weekly or even daily to go through what it is that you need done, what your tasks are and have them organize it and have them communicate with the team, I think will be pretty big for some of our larger clients where they don't have to, because another position, another hat that they have to wear is managing all the tickets and everything.
(19:42): So that's more in the immediate future. And then I'm also looking at adding on different services in regards to marketing and also I just forgot that I swear John, ever since I hit 40, things just pop right out of my brain and I'm like, where'd it go? It was right there. Some other services in regards to actual marketing. So being able to do more things with s e o, doing more things with social media, doing more things with cold outreach and having that as part of an offering, especially as we are entering into these different niches. Then being able to set up for estheticians like local SSS e o, like great, we can systematize that template that and push that out to all those clients. We have different clients like you that are niched into something. So being able to systematize that and even white label the services so that our clients can make money off of our services at the same time has been pretty helpful.
John (20:32): Awesome. Well, Jeremy, I appreciate you taking a moment to stop by the Duct Tape Marketing Podcast. If you want to invite people to obviously connect with you, but then I'll find out more about Dust Team 360 and the various ways you might be able to help.
Jeremy (20:44): Yeah, if you go to 360 dot, that'll actually take you to a Duct Tape marketing page of ours where you can get a 10% discount and you can check out all of our case studies and see how everybody's using it and how and why they love it.
John (20:57): Awesome. Well, again, I appreciate you stopping by and hopefully we'll run into you out there on the road. In fact, I know I'm going to run into you out there on the road pretty soon in Salt Lake City. Yeah,
Jeremy (21:07): Yeah, I'll see you next month.
John (21:09): Alright, thanks Chairman.
Jeremy (21:10): Thanks John. Take care.
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