BDR.ai’s AI-Powered Sales Strategy with Jeff Bush

Welcome to the B2B Growth Blueprint podcast, where we talk with entrepreneurs, founders, and leaders at B2B services, tech, and SaaS companies to learn the systems and processes they've used to create success for their business. We'll also learn from marketing and sales experts to provide insights to help you grow your business. I'm your host, Mark Osborne, and the podcast is brought to you by Modern Revenue Strategies and their 10x ROI B2B Growth Guarantee. Schedule a free diagnostic call to learn the fastest path to double your B2B revenues in just 90 days. Hello and welcome to another episode of the B2B Growth Blueprint Podcast. I'm your host, Mark Osborne. Today, I'm very excited to welcome my guest, Jeff Bush. So Jeff is the CEO and owner of BDR.ai, and we're gonna talk about that business and what they do there. It's really interesting. He has over 30 years of experience in business development and lead generation. He's built and scaled multiple successful ventures in both B2B and B2C markets, recently acquiring BDR.ai, which is a cutting-edge platform designed to revolutionize the way small business owners and top sales leaders engage with their markets. BDR.ai provides an AI-powered outsourced business development representative service that enhances sales activities by automating prospecting and engagement. So, Jeff, welcome to the show.

Thanks for having me, Mark. Excited to be here.

Yeah. So, we've had a chance to catch up a couple of times and have some conversation. I know you've got a really interesting sort of background. Why don't you share you know, with our audience, sort of your entrepreneurial journey and, and some of the twists and turns that brought you to where you are today?

Yeah, yeah. So, um, see, Jeff Bush, I just turned 54 last month, and I was thinking I, I pretty much got into the workforce pretty early. I mean, I think age 20. I had a 2-year-old son. I had a son in high school. So I'm 54, I've got a 36-year-old son. So, he was born when I was a senior in high school. So, I kind of was going to junior college for a couple of years, thought I wanted to be an attorney. Parents said I was a great arguer, you know, like, and I was, you know, a little above average IQ. So, I'm like, I'm going to be an attorney. But I drop out of college and I go, where can I go make money? And I knew, like, if you own a business, those guys make a lot of money. So, maybe I'll own a business, but I don't know anything about it. But I heard, you know, you can make a lot of money in sales. So, You know, I took a sales job, um, you know, making a couple thousand dollars a month in the early '90s, you know. And, um, so anyways, got— cut my teeth on cold calling. So they would give us a, a list of names to call, and we were calling car dealerships selling advertising. And, um, you know, there's 20 salespeople in the room, and I'm brand new, and I'm working harder than all of them. So within a few months, I'm like, Wow. in the top 3, you know. And then they go, hey, Jeff, I think you'd be a good manager. You know, you seem to be a good coach. So, I got moved. I only did sales for maybe 6 months and then they put me into management. All of a sudden, I have 10 salespeople on my team and one guy is like 70 years old. You know, I'm like 21, you know, and I'm managing a 70-year-old man that— anyways, so that was interesting learning sales management and learning to be a better leader. Sales. And then I get involved in marketing and adjusting the products. You know, sales has their ear to the ground. So, I'd hear from the customer, hey, here's what they want. You know, we need to change the product a little. So, I was tweaking products, learning how to do marketing, but sales was really the thing. Sales paid all the bills, right? Revenue coming in.

Yeah.

So, yeah, I went to work at that company. I think I stayed for 7 years until they sold it and then left. And I've done that a few times. So, my 20s were kind of like educational, like learning from very successful people. And I remember I was 29 years old running an ad agency. I had 40 sales reps, 4 sales managers. I think I had a W-2 that year for like $300,000. And back in the '90s at 29, that was a lot of money.

Yeah.

But I started meeting some clients that were making $300,000 a month. And I'm making $300,000 a year and everyone's telling me I'm doing great, doing better than all my friends, right? But I knew there was more out there. So, I quit my $300,000 a year job, married with 4 kids, $3,200 house payment, right? And I quit my job, started a business. And I started a mortgage company. I think it was like 1999. And I basically hired a couple of people and didn't know anything about mortgages except I knew advertising and how to make the phones ring because I came from that. Uh-huh. And so, started a mortgage company in '99, and we went from zero to about doing about 100 loans a month, $12 million in revenue, mortgage company, real estate company, escrow company, line of credit, $20 million line of credit funding the loans in our name, banker. So, we killed it from like 2000 to 2007, and I got up making $3 million a year. So, I was hitting all my goals. This is good. It was a good—

Yeah.

Decision to quit that $300,000 a year job.

Right. That's right.

Everyone's advice, my pastor, don't do it. You're married with kids. I'm like, no, dude, we're swinging for fences. I'm quitting. And so, anyways, that was kind of cool until '07 hit and the market turned, right? And we went from doing 100 loans a month, $12 million in revenue, to doing 10 loans a month, 90% drop in revenue.

Wow.

Kind of a crash landing. Closed the company. Got out of leases and banking arrangements. It was horrible. Like, 08, 09 were a couple of rough years. So I got spanked and then had to kind of recover and lost everything. It was it was bad, you know. And so anyways, it went back to work for some people doing sales and marketing, VP of sales, CMO of some companies that knew I had that that skill set. And then I don't know after that couple years of working for other people went back and started my own. ad agency and it was called Overflow. And, you know, again, me in my barn, outbound dialing the phone, making 100 calls a day, selling direct mail advertising to mortgage companies. And my first year in business, I did $1 million in sales and made, you know, $200 grand. I'm like, oh, thank God. Now I'm at least self-employed. So then I started, went out and got a building. And, you know, over the next 10 years, I hired 20 salespeople. I had 60 employees and Built it up to doing about $20 million in revenue. My final year, I made $4 million net profit on $20 million in revenue. Super exciting. Biggest income year I ever had. And then somebody came along and offered to buy it for a decent multiple. So, I had a nice 8-figure exit, 2020. So, I think it's actually maybe it was '21. So, 4 years ago, had an 8-figure exit. That was fun. I always wanted to have that on my resume, like I sold a company.

Wow.

So, I got all that money. Paid all that California tax.

Yeah.

Bought a couple of houses, bought some of my dream cars, joined a bunch of clubs, went to Italy for a month. I mean, did all the stuff that I didn't really have time or money to do. So, I just fulfilled a whole bunch of cool dreams. So, I took 3 years off, made some bad investments, right? The market and first time you get some money, you start doing. So, I lost some money. So, I kind of decided, hey, this was fun for 3 years, but time to go back to work. I'm going to build another company for a bigger exit. I want a 9-figure exit. I did an 8-figure. We're going for 9 now, $100 million. So, I bought this company 6 months ago with my brother. We're partners and bdr.ai, business-to-business lead generation. It's like in my blood, like data and writing copy and— Yeah. Creating cadences and marketing automation. And it's pretty cool. So, we've been at it for 6 months and onboarded our first 20 new customers and just learning the business. And the plan is to go hire 20 salespeople and grow it to $10 million quickly, like in the next few years.

That's the goal.

So, that's kind of background, just sales, marketing, couple businesses owned, a couple closed, failures. successes. But 90% of my life's been good. Only 10% was like a really bad time, you know. But it was, you know, we go really high and we go really low, right? That bipolar thing, I got that going on for, for business, ups and downs. Kind of crazy.

Yeah.

Learning how to live through that, you know, without killing yourself and or drinking and drugs, all the things that come at us, you know. So anyways, that, that's been fun. So married 30 years. Just celebrated my 30-year anniversary New Year's Eve. 4 adult children. I've got 4 boys that are all doing well. And I— oh, when I sold my company, I bought a wedding venue. So, I live in Murrieta, California, and I bought a place called Hawke Ranch, like the bird, H-A-W-K. We bought this 40 acres, 5 houses. So, all my kids have a house. They all live on the property. My oldest son just got married, had our first grandbaby, and they live We golf cart around 40 acres, 5 houses in Murrieta, California. So, we bought this place. We did— when we bought it, they were doing 5 weddings a year. And I came here, I'm like, they've got a pond and 500 mature trees. I'm like, I could blow this place up with weddings. So, last year, we just finished at 70 weddings.

Oh, wow.

We did about $1.4 million in revenue. And that was all from my background, just turn the leads up. More leads, more salespeople closing more deals, positive reviews, websites, SEO, all the stuff that's involved. So now, yeah, whatever. Hawk Ranch is doing 70 weddings. So, I'm in the wedding business. That's new. So, it's funny. I've gone mortgage company was B2C, ad agency B2B, wedding company, definitely B2C selling Bridezillas.

Yeah.

Not Bridezilla. It's the mom that's the problem. I've learned it's the mom.

Okay. Okay.

Anyways, the brides are fine. It's their mothers that are, that are difficult because they're trying to impress all their friends for the wedding. Anything goes wrong, it makes them look bad. It's pretty funny. Now, we've, we've had some, some great times. And then bdr.ai, back to B2B again. So all these things work on both sides of it. It's different, but it's, it's, it's all sales, marketing, business. So, um, yeah, that's, uh—

You, you bring such an interesting perspective and you've you've kind of seen so many sides of business. I'm curious, like, you know, what's the thing that stands out to you? You took a few years off, as you said, and, you know, now you're kind of back into it, but you're still in sort of early days of this new venture. What is the thing that stands out to you that has changed the most in the B2B space, you know, from You know, previous agency to now, uh, the work that you do in building bdr.ai?

I mean, I would say technology. If you just look at how fast it's coming at us, right? And with technology comes CRM, Salesforce, HubSpot, and then social media. You're like, really? Like, do I have to have 10,000 followers on LinkedIn and a million followers on Instagram to build a business? So, it's weird how technology, social media, And how everything's basically done on the web. And people's minds have changed. They really don't want to talk on the phone anymore. I mean, they're, you know, my kids are like, first, they stopped answering their phone with no voicemail. They don't have voicemail. They don't want to respond. And then it's like, Dad, text me. So, I text them. Then the texting stopped. They won't even respond to that. Now, it's like, hey, Dad, DM me. DM me on Instagram. I'm like, this is hilarious. So, I would say for me, I mean, I'm 54. I'm not young. I'm not too old. I'm pretty up on technology. But that's probably the biggest change is how much technology has changed how people interact with each other. Social media, text, email is kind of like fading out, right? I mean, just—

Yeah.

And there's so many options, just picking your lane. Which lane am I going with? How am I going to run this thing? And it's a lot of options. It's not like one way. That's probably the biggest change over the last decade that I've seen, you know.

Well, and especially working with such a technology-centric company that, you know, uses this kind of AI-powered, you know, outsourced business development representative. Tell us a little bit about, you know, the company itself, like how it does what it does and really, you know, sort of what it does for companies and kind of who you work with, who's the right customer for you, all those things.

Well, our company, they've been around 7 years. They've got 50 customers and we're kind of analyzing the 50 customers that are reordering every month and getting value out of the $500 a month it costs for this little software. And it seems like our ideal customer is just, it's B2B. So, it's definitely business-to-business. I haven't quite figured out how to make it work for B2C yet, but I think there is an application for that.

Yeah.

So, we help companies that just want more appointments. We just build out a LinkedIn automation kind of system that reaches out to a lot of your ideal prospects, connects you on LinkedIn, and then message them with very good messaging that's going to get them interested in booking a call, book a demo, book a Zoom meeting, show up in person. So, my first month using this system for myself, You know, I sent out 1,000 LinkedIn connections, got 300 accepted invites, and booked 3 meetings on my calendar. About 2 months later, I sent out 1,000 last month. I got 600 connections. I doubled my connection rate, and I booked 27 meetings on my calendar with $1 to $20 million business owners that I had never talked to, never called, never emailed. All LinkedIn automation. I'm like, wow. This thing is working. Now that I made it work for myself, I'm excited about making it work for others. And people will say to me, like, when I owned my direct mail company, they used to say direct mail doesn't work. And my answer was, you better call Quicken Loans because they just wired me $3 million on a reorder. You better call Quicken Loans, the number one most successful mortgage company in the world, because they're reordering $3 million. You better call them and tell them it doesn't work. Before they accidentally wire me another $3 million. Give me a break. It doesn't work. You're just not working it right. So a lot of people say LinkedIn doesn't work. LinkedIn automation doesn't work. It's not that it doesn't work. You're just not working it right. It's technical. You got to get the right list, the right offer, the right timing to make it work because it can be nothing or it can be huge. The fun thing is just improving it every month and playing with data. I'm a big data analytics guy, testing different lists.

Yeah.

different offers. I believe in testing after hundreds of millions of dollars of direct mail going out, A/B tests, split testing. So anyways, yeah, that's kind of our clients, our B2B. You know, some of them are million-dollar clients, million in revenue. Some of them are $50 million. So everything in between.

Interesting.

Different people using it, a few different countries. It's an international business. That's kind of cool, except for the time zone, you know. Zoom calling Australia. I did Australia, the Philippines, London this week. I'm like, geez, when do I make my calendar available? Get out of the foreign countries, come back to my time zone. I don't even want to call the East Coast where I got to get up at 6:00 AM and do a demo.

You know, the sun never sets on your empire, right?

Like, yeah, endless summer, man.

That's right.

That's right.

So, it's funny you were talking about, you know, sort of that, you You know, the right person and the right message. And, you know, the, the core of marketing strategy is that segmentation, targeting, and then positioning. And the, the capability within LinkedIn for segmentation, because there's so much information about the people who they work for, what their background is, even, you know, things that articles that they might be reading. So it makes that segmentation part easier to get right, or at least to experiment with. And then that sort of positioning piece of bringing the right message to them. And I know that you do a lot of work with companies on helping them kind of fix that offer, fix that positioning when it's not working. Talk to us about that a little bit because I think that's a— that you say folks say it doesn't work and then you say, well, it really does. You just have to work it right. I think maybe a lot of that has to do with that offer and how you're tweaking that. Talk to us about how you approach that.

I'll give you an idea, like a live example of something I did at my $20 million direct mail company. There's hundreds of companies that sell direct mail. My direct mail costs, let's say it was $6,000 to mail out 10,000 letters, $0.60 apiece.

Yeah.

The average company's price was about $5,000, but there was a few competitors that were doing it at $3,900. So why did— why are they going to use Overflow to do their direct mail? So, everybody does the same printing, shove a letter in an envelope and mail it out. But our data was better. We had better copy. We're writing better copies. So, we're going to get you 50% more response and the cost is only 30% more. But I started adding on some products like I would record every phone call that came into the building. So, at the end of the month, I'd send the sales manager, hey, your Loan officers are horrible answering these calls. Listen to these phone calls. You need to do some training to improve your conversion. Some of my clients would be like, Jeff, I can't believe— like, that tool was so valuable to improve our closing ratio. I'm going to keep overpaying you to do all our direct mail because you bring us tools.

Wow.

And then another tool I came up with is when somebody called in, there was a code on the letter. They'd put— punch in a code to our CRM. And the whole property would come up— husband, wife, lienholders, mortgages, title. So, they were better on the phone. So, I was constantly adding products to differentiate myself from everyone else and to justify my high prices because I was selling Mercedes, not Kias. You know, it was a luxury, more expensive item. So, yeah, tweaking the product to not look like everyone else, to differentiate yourself from your competition.

Right.

is so crucial. So, the list, the offer, and sometimes the offer is, hey, you do the same thing 200 other companies are doing cheaper, you know, so let's tweak and add some things to your offer. I don't know if that makes sense.

It does. Well, and so how do you sort of guide your clients through thinking about that? So, one of your, you know, bdr.ai clients says, Jeff, it's not working for me. How do you help them sort of understand how to tweak that offer, how to tweak that positioning, how to tweak that messaging.

I'll give you an example. We've got a company, a client. I think I can share this. I don't think we have an NDA and I don't think they'd care, but Corporate Chaplains of America. Okay. What's a chaplain? So, if you have a bunch of employees and people are losing family members, going to funerals, going in, kids going to rehab, it's kind of sad. And the CEO doesn't have time to spend time with them. So they hire a corporate chaplain who helps these employees get through grief and recovery. And I'm like, wow, these companies are spending $50,000 a year on a corporate chaplain. So Corporate Chaplains of America starts reaching out to any business with 500 employees and reaching out to the CEO about bringing maybe spiritual, some help to employees. So, you know, you go after this list of people and a certain percentage of them are open to hiring a corporate chaplain, but a lot of them aren't. So, what was interesting is we went into owners of Chick-fil-A restaurants. Chick-fil-A is kind of a Christian organization and they care a lot about their employees. And I'll tell you, the response on Chick-fil-A was 3 times as good as, let's say, San Francisco, Google and Craigslist.

Right.

And, you know, so tweaking the list of just more likely to buy your product, there's a real Simple example.

Yeah.

And, you know, I think of another one. A friend of mine owns a liquor license. He'll get you a liquor license.

Okay.

He's got 4,000 people liquor licenses over a 30-year career. He got the first movie theater in California a liquor license. They were afraid kids are going to go in there and drink. We'll never have a liquor license at a movie theater.

Right.

He got the first one in LA. So, he's like famous.

Okay.

Well, his daughter works for him. And they're selling alcohol training because every bartender has to take training every year. Well, when we're looking for a list, how many bars and restaurants are in California? Thousands, right?

Yeah.

So, we start with a vague big list, but we go, hey, your daughter is rare. Only 10% of people in the bar restaurant ownership business are women. So, we put her in a group called Women of the Vine. and spirit. So, it's all women bar owners, women. Now, we have his daughter, a woman going after women. Hey, we're both rare. 10% of the industry is women.

That's right.

So, we're selling a lot of alcohol training for them because we just went woman to woman. We joined a group on LinkedIn of a bunch of women that own wineries and bars. So, better list, better offer, better timing. Those are little things, but there's hundreds. It never ends. I had a lady the other day that went to Weymouth College around Boston. I think it's called— no, I might be screwing that up. Darn it. Weymouth. It's a weird spelling in Boston. She went to that college, but she lives in New Jersey. I'm like, what's a Boston girl doing in Jersey? She goes, oh, yeah, I lived there, grew up there, went to college, but I moved to Jersey. I go, I wonder how many people went to Weymouth College that now live in New Jersey that own companies.

Wow.

And it was 365 people. Like you have something in common, went to the same school, relocated to Jersey, and you own a company. Let's go after them with a unique message. Hey, we went to college together around the same time. So, what's amazing with LinkedIn, when you look at what's on your LinkedIn profile, dude, who your friends are, where you went to college, forget about your title and your business you're at now. What's your history? What groups are you in? It's pretty fascinating because I'm a data guy.

Yeah.

And now I have data that's just unbelievable to mix and match, you know.

Yeah.

Anyway.

Well, what's interesting is, you know, a lot of times when people call themselves a data person, they're not as creative as you are. And what I love, like the way that you're describing your usage of data is it's really like the possibilities are endless because you're using creative ways of finding those connections with data. And you hit on something a second ago, which you and I have chatted about a little bit, which is, you know, sort of intent data and using that as a signal for the right timing. Because, you know, you have to find the right person and the right message and it'd be the right time. And I know you've got some specific opinions on intent data and its value for identifying the right time. Talk to us about that a little bit because that gets a lot of attention, you know, with folks in sales and marketing of, oh, I got to buy this really expensive intent data. in order to find people that are in market. What have you seen there?

Yeah. So, I mean, the biggest data company in the world right now is ZoomInfo. They did $1 billion in revenue. I think they're valued at 10 times revenue. They might sell for $10 billion. And you call ZoomInfo and you spend $20,000 a year for data. It's a lot of money. And they have this thing called intent data. So, if somebody Googles sales training, then Sandler Sales Institute could say, hey, I want to buy a list of all the people intending to buy sales training.

Right.

But then you start drilling down and it's like, well, this company has 5,000 people. Which one Googled, I want sales training? They don't know. It's data. Somebody from this company, 1 of 5,000, Googled this and now you got to— so, I'm like, it's good data, but it's not a lot of data and marketing. I've been around this for 30 years. Is such smoke and mirrors. Everybody's got the next greatest thing saying something. I can't tell you how many people I talk to every day that goes, I bought this product 3 times. I spent $1,000, $2,000. I never got one lead. No, not one appointment. You guys are all scam artists. It's true. There's a lot of scammers in digital marketing. And I guess maybe because it's easy to get into. So data, you know, getting concrete results, you know, let's You know, show me the money. How many appointments did I get for $500? I got 5. And you sold one $20,000 deal. You just paid for this for the next 7 years, you know?

Right, right.

I'm about ROI. You know, when I was selling junk mail, I was mailing 10 million letters a month at $0.50 apiece. So, I had to generate revenue, right? Like an ROI. So, it's all about what did I spend? What did I get? You know, I'm not big on— I'm not a big branding guy. Oh, let's go spend $10 million on TV so everyone knows your name and you don't get any revenue and you go bankrupt in the process. I do not. I'm not real big on branding. Show me the money, ROI, you know, so list, offer, you know, design, and you're always working on it and you can always make it better. And so I don't know if I answered your question about data, intent data.

Yeah.

What makes for a good campaign? You know, an ROI makes for a good campaign. You know, I want meetings. Get me meetings. You know?

Yeah, absolutely. Well, Jeff, you have such a great background and, and so much expertise. We could talk all day, but I got to be mindful of your time. But, you know, before I let you go, a couple more things. Tell us something that's on the horizon for you or the company that you're, that you're really excited about.

I mean, bdr.ai, it's business development rep, the fancy word for salesperson, right? We've changed the name. Now they're BDRs, they're SDRs, they're What, account executives, you know, business development. So, but that .ai part is really interesting. Like some of our vendors are now sending us demo calls where the salesperson is all AI. It's crazy. You can barely tell the difference. So for lower-level selling, it's just really interesting what's on the horizon. I mean, everybody hears about it every day. AI, AI, you know.

Yeah.

I mean, it started with, I watched a movie on Amazon. And they send me 5 more movies that are— that I'll probably like. That's what I think of when I think of AI. They started doing it at a big level 10 years ago. Um, but anyways, I, I think that what's on the horizon, and it's exciting about what's coming down the pike, you know, we're not going to all be replaced by, by robots, but there are some low-level things that can be replaced. When we sell this license for $500 a month, it's like we're going to save your sales rep about 100 hours a month.

Wow.

That's how long it would take him or her to go on LinkedIn, connect with 1,000 people, send a message, send a video, follow up. I had one the other day that said, hey, Jeff, I connected with you 3 months ago on LinkedIn, but sorry, I haven't been able to connect with you. I just booked a meeting on your calendar. Thank you for being so persistent. And I'm laughing. I'm like, I'm a flake. I'm not persistent. The artificial intelligence, the AI kept messaging once a week, once every 2 weeks, good messages. And it got him to book a call where I wouldn't have called him 12 times or sent him 12 messages. So AI can be more consistent and persistent than a sales rep can. So I like that part of it, filling in the holes where salespeople are, are maybe not, you know, as strong. So the automation, it's not going to replace someone, but it's going to help.

So. Yeah. So for those of our audience that have been listening and they're like, man, I could really see the value. And having this, you know, AI empowered business development rep for my business. Give us the pitch. Like, you know, tell us a little bit about who you work with. You talked a little bit about the types of companies and the types of solutions, but like, who should call you? What's the best way for them to get in touch?

I mean, who should call me is anybody that needs B2B more appointments, more demos, more sales. I mean, you know, we have a part of our company just sells data. If you want a list of, give me 10,000 Owners of IT companies in San Diego that do $2 million in revenue and up. We've got all the B2B data, emails, phone numbers, cell phones. So, we sell data and then we sell the LinkedIn connection program. That's kind of the thing that we're really good at is build the data, connect to the right people, and send the message. So, anybody that wants more B2B leads, the thing's $500 a month. It's pretty cheap. You know, and so that's pretty much our target customer. The way to get a hold of me, I mean, you can email me at jeff@bdr.ai and I'll respond directly or go to the website. There's a free AI sales book on our website, which is pretty cool to download. You can fill out a form. You can watch videos on how this thing works. There's a 6-minute video on our website that gives you kind of an overview, but book a demo. I mean, book 30 minutes or an hour on my calendar and I'll take you through it and see if we can make it work for you. You know, I love talking to business owners and salespeople because that's, that's who I am, you know. So just, you know, not no hard sells, just kind of showing and let's see if we can make it work for you. You know, if it doesn't work, shut it off. We're not signing 1-year contracts. It's like sign up for a month, give us 30 or 60 days to show you some appointments. But if it doesn't work, shut it off. But it's not like it's not going to work. It's like you're not working it. There's something wrong. Let's— it's a tweak, tweak, Fix, fix, better data, better offer, what's working, testing. So, you know, 60 to 90 days, we've got this thing pretty dialed in for our clients. I'm excited about that.

That's awesome. Well, Jeff, thank you so much for taking the time to join us. I've learned a lot from talking with you and chatting with you. It's a very exciting opportunity there.

Awesome. Yeah, thanks for having me, Mark. It's fun.

Talk to you soon.

Okay, thanks.

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