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Actionable Marketing Podcast

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Apr 7, 2020

Struggling to work from home? Not sure how to adjust to a remote working lifestyle? Do you need some timely and helpful tips to stay positive and productive? 

Today’s guest is Timur Valishev, co-founder and CEO of JivoChat, a simple yet comprehensive messaging chat app. Timur’s company has talented staff all over the world, so he has extensive experience with remote working and managing remote teams. Bottom Line: It works. Manage to stay alive and grow.   

Some of the highlights of the show include:

  • JivoChat: Messenger for teams to communicate with clients across all channels
  • JivoChat’s Goal: Be more effective at handling multiple inquiries, calls, reminders
  • Why remote staff and physical office? Temporary option turned permanent perk
  • Competing for Talent: Option to work remotely is main way to hire the best staff
  • Marketing in Local Markets: Working in America, Asia, Africa, and India for ROI 
  • U.S. Market: Primary source of revenue internationally, but burns more cash
  • Lessons Learned: Conduct as many trial-and-error experiments as possible
  • Most Common Fear: Remote staff is not working, but doing everything else
  • Remote Work: Not for everyone; requires self-motivation and discipline
  • What are outcomes of work, rather than maintaining the illusion of being busy?
  • Scouting Talent: Find and accommodate remote freelancers via specific sites
  • Misconception: Money is not always saved working remotely or by paying less

Links:

Mar 31, 2020

How can marketers make their content go beyond Google and Facebook for audience research to be a competitive advantage? The duopoly may monopolize your attention and saturate SEO and social media channels, but it doesn’t own Web and search marketing. 

Today’s guest is Rand Fishkin from SparkToro. He describes problems and solutions related to audience research. Rand’s insight continues to be inspirational and instrumental in many marketers’ careers.

Some of the highlights of the show include:

  • SparkToro’s Solutions: Pay-to-play frustration? Alternative channels are available
  • Broaden, Don’t Abandon Scope: Turbocharge marketing without spending much
  • Find the Right People: Scrape and scroll through shares on social platforms 
  • Speak the Language: In-jokes and memes won’t work, don’t make assumptions
  • Avoid Potential Pitfalls: Know, understand, measure, audit competitive landscape
  • Event Attendance for Audience Research: Don’t limit learning and consumption 
  • Formalized Practice: Turn intelligence into product features, data, and positioning 
  • What it takes to win? Position product’s story, language, and solutions
  • Product Content: Influencers earn amplification, engagement, and awareness
  • Narrow Niche: From reachable audience to ideal customers  
  • Purchasing Decisions: What makes qualified customers buy or not buy products? 

Links: 

Mar 24, 2020

Influencer marketing is a multi-billion-dollar industry that continues to grow and shows no signs of slowing down. It’s a direct line to your customer base to grow your brand and gain insight about your products. 

Today’s guest is Jamie Lieberman, owner and founder of Hashtag Legal. Jamie describes specific do’s and don’ts of influencer marketing to avoid conflict with the Federal Trade Commission (FTC). Stay ethical and legal!

Some of the highlights of the show include:

  • Big Business: Influencer marketing shifted from blogs and brands to billions 
  • All Parties Involved: Transactions include influencers, agencies, and brands
  • Misconceptions: Influencers take any sponsored content and focus only on ROI
  • Best Practices: Quality over quantity, metrics, and analytics of sponsored content
  • Worst Tactics: FTC disclosures defeat trust between influencers and brands
  • Getting Started: Conduct research, learn from others, and find influencers
  • Do’s: Build authentic relationships and form true partnerships

Links:

Mar 17, 2020

Why should content marketers start a podcast? How are podcasts different from other content mediums? What does it take to make podcasts possible and sustain success? 

Today’s guest is Craig Hewitt from Podcast Motor and Castos. From first-hand experience, Craig understands how painful podcasting can be. It takes time, skills, and effort. He helps others get started to understand the value of podcasts.

Some of the highlights of the show include:

  • Biggest Challenges: How brands position content and podcast presence
  • Plan Ahead: Purpose of podcast, types of content, and brand positioning
  • Podcast Popularity: Effective content, earning potential, and making connections
  • Branded Content vs. Content for a Brand: What’s the difference? 
  • Podcast Perseverance: Be different to be successful or die in a sea of sameness
  • Audience Podcast Series: How to start a podcast? How to grow an audience?
  • Podcast Skepticism: Is it worth the investment? Why? Marketing toolbelt asset
  • Recommended Gear: Microphone, headphones, and pop filter
  • Measuring and Monitoring ROI Metrics: Depends on brand and podcast 

Links:

Mar 10, 2020

How can marketers create successful social media video ads that go viral and generate intentional results via an iterative approach? There are no bad ideas!

Today’s guest is Travis Chambers of Chamber Media. He describes how to infuse social media video ads by using quantitative creativity. Why? What works is usually not what you think is going to work. 

Some of the highlights of the show include:

  • Chamber Media: Creates high-production social ads to 5X brand revenue growth
  • Chamber Media’s Secret Sauce: Create different types of profitable video ads
  • Chambers’s Career Choice: Writing on the wall that journalism was dead and TV was too competitive; decided on digital marketing  
  • Creative Ideation Process: 7 key foundational categories for ad types 
  • Formulaic Output and Focus Group Feedback: Hook, problem, solution, social proof, testimonials, reviews, calls to action, and then testing, testing, testing
  • Ad Campaign Workflow: Customer, problem, solution, product, and conversion
  • Creative is Creative: Randomness, less predictability consistently increase sales 
  • Main Mistake: Novice creatives come up with one good idea, cling to it, and refuse to let go

Links:

Mar 3, 2020

What is most content marketers’ biggest concern? Not getting enough traffic. The struggle is real. Why? Declining organic reach on social media and increased search competition. 

Today’s guest is Nadya Khoja, Chief Growth Officer at Venngage. Nadya developed a simple yet effective process known as the Goals, Research, Authority, and Promotion (GRAP) Framework. Venngage uses it consistently to create and promote content that boosts Website traffic and delivers results. 

Some of the highlights of the show include: 

  • GRAP Framework: What it is and how it works
  • Goals: Grow faster, get more links, and create better content for conversions
  • Research: What is search engine optimization (SEO)? What content gets best conversion rates, drives traffic? What keywords rank?
  • Authority: Brand mentions from credible sources, quality press links, and data-driven, unique, and compelling content
  • Promotion: Outreach, optimization strategies, content clusters, and backlinks 
  • Company Culture: Tie in themes and trends (i.e., Harry Potter and Game of Thrones) to give data a narrative
  • EAT: Google’s take on ranking content customers want to consume should include expertise, authority, and trust

Links:

Feb 25, 2020

Do you dread going to work? Does it impact your productivity? How can companies improve their culture? It’s not about putting ping pong tables, napping pods, and laundry services in the workplace. 

Today’s guest is Wayne Mullins, founder of Ugly Mug Marketing. Wayne has consulted on some of the world’s biggest brands. He has gone from being a culture skeptic to a firm believer in the power of creating self-accountable cultures to help companies achieve their full potential and productivity. Wayne provides a rational and practical way to think about company culture.

Some of the highlights of the show include:

  • Old School Approach: Results-focused marketing that goes back to the basics
  • Components of Self-accountable Culture: 
    • Activity and accomplishment are two different things
    • Accountability flows from within, not from the top down
    • Each individual’s ability to quickly and easily assess their goals
  • Quantity vs. Quality: Improving company culture, improves company’s marketing campaign results for clients
  • Aptitude and Attitude: How marketing managers can accurately assess potential hires for culture fit 
  • Culture Matters: How is it working for you? Are you constantly having to micromanage and fix mistakes?
  • Consistency Creates Miracles: Culture is misunderstood as end thing to pursue instead of byproduct of components put in place
  • Lead by Example: Foundation conversation around trust versus suspicion
  • If unintentional about building a high-performance, self-accountable culture, then you’re intentional about building a low-performance, non-accountable culture 
  • Three steps to get started: Self-evaluation, scoreboard, and rhythms of accountability 

Links: 

Feb 18, 2020

How much do you know about your customers, especially the very best ones? Companies that conduct ongoing customer research grow two to three times faster than those that don’t. How many? About 70% of companies are not doing 10 or more interviews with customers every month. 

Today’s guest is Katelyn Bourgoin of Customer Camp. As a customer research expert and advocate, she explains how to gather customer data and extract useful insights from customer interviews to apply and achieve results. 

Some of the highlights of the show include: 

  • Marketer by Trade, Founder by Choice: Identify and understand your customers to make marketing and product decisions
  • What matters most for marketers? Target customer/audience, not chasing multiple customer segments at the same time
  • What’s holding companies back? Not focusing on right customers, or understanding how to talk about what they do to position product for purchase 
  • Customer-Centric Opportunity: If 70% of companies aren't conducting customer research, it gives you a chance to stand out from competitors
  • Common Challenges: Some marketers don’t believe in customer research or don’t want to bother their customers to accelerate and achieve growth
  • Which customers to contact to start a conversation? Recent buyers recall the journey
  • Research shows 95% of decisions occur unconsciously when making a purchase 
  • Questions: Avoid scripts or asking the same questions about buying journey
  • Value Proposition: What’s #1 reason customers decided to buy a product? 
  • How to analyze gathered customer data to gain insights? Summarize key pain points, outcomes, channels, influencers, and other products
  • Common Mistakes: Avoid asking customers too many questions from too many departments; document and process what you learn before you forget it
  • Customer Ranking Calculator: What makes an average vs. awesome customer? 

Links:

Feb 11, 2020

Mentors can make a major difference in people’s careers. Always willing and able to answer questions, even after you leave a job or company. They are generous with their time to provide expert advice, insight, and guidance. 

Today’s guest is Ben Sailer’s former supervisor and mentor, Dean Froslie, EVP of marketing at Western State Bank in North Dakota. Dean uses the term, Content Super Connector, as a way to bridge the gap between two worlds—content strategy and content marketing.

Some of the highlights of the show include:

  • Turning Point: Writing for digital channels should be more than cranking out copy 
  • Converging Channels: Content is center of digital, social, and other teams 
  • Evolution: Interpretations and arguments against content strategy meaning
  • Content Considerations: Workflow, governance, and people are overlooked
  • Web: Make it a better place via UX writing, content models, SEO, accessibility 
  • Quantity over Quality: Content marketers fail to consider sustainable practices
  • Digital Disappointments: Emphasis on more channels, posts, and engagement 
  • Audience-focused Mindset: Produce less content and more results 
  • True Differentiator: Define and understand what brand stands for and represents  

Links: 

Feb 4, 2020

Excuses, excuses. Too many tools? Too complicated? Too stressful? It takes time and help to learn how to use new software effectively, especially if you don’t use it regularly. How can marketers successfully onboard new clients and convince them to switch to new software tools and platforms? 

Today’s guest is Andrea Moxham, co-founder and co-owner of Horseshoe & Co. The HubSpot consultancy and partner program member helps businesses understand how to use the comprehensive marketing automation tool to create a cohesive inbound marketing strategy. 

Some of the highlights of the show include: 

  • Common Challenges: Clients struggle to seamlessly transition to HubSpot and how to use its workflow feature 
  • Getting Started: Audit, segment, strategize, scale, and streamline sales and marketing processes
  • Resistance or Skepticism? HubSpot ranks highly and doesn’t need buy-in from most decision makers 
  • Horseshoe & Co.’s Onboarding Process: 
    • Focus solely on HubSpot
    • Focus on customer service, sales, marketing, and other initiatives 
    • Wish List: What do customers want to get out of HubSpot?
  • Key to Success: Establish effective communication and expectations early on

Links: 

Jan 28, 2020

Do you prefer shorter or longer content? As marketers, you can use the curiosity gap concept to attract and retain your audience’s attention.   

Today’s guest is Andrew Davis, a well-respected marketing keynote speaker who helps people around the world solve marketing and business challenges. He describes how marketers can create content that encourages their customers to take action, stay engaged, and keep coming back for more.

Some of the highlights of the show include:

  • Consumer Behavior: Don’t have time or don’t make time to consume content
  • SEO: Search engines now favor longer content not full of keywords
  • Curiosity Gap: Void between what you know and want to know to find answers
  • Teasers and Promos: Curiosity gaps need to be used for good, not evil by building excitement that measures up and pays off    
  • Create curiosity gap by following Storybox Formula: 
    • Show what audience wants
    • Challenge solutions
    • Show potential outcomes
    • Reinforce results
  • Consume content to provide feedback on curiosity gaps:
    • When it this content too long? Don’t cut content, reorder elements
    • Watch reality TV to recognize tension that keeps the audience's attention

Links: 

Quotes by Andrew Davis: 

“It’s not the fact that they have no time. It’s just that they don’t want to make time to consume your content.

“Stop blaming the consumer for having no time or having a short attention span. It’s our job to create content that earns their attention.”

“The more stuff you take out of your content to make it shorter, the less consumable it is.” 

“A curiosity gap is just a void between what you know and what you want to know.”

Jan 21, 2020

Do you have a podcast? Why not? What does it take? Learn how to launch a successful podcast—no experience necessary. Just start it, and stick with it.   

Today’s guest is Nathan Ellering, Head of Marketing at CoSchedule. He started the  Actionable Marketing Podcast (AMP) from scratch nearly five years ago. He shares some of the lessons he learned to help listeners create their own show.

Some of the highlights of the show include: 

  • Why launch AMP? Move beyond blog to share similar goals and solve problems
  • Strategy: Kickstart conversations to connect with customers and industry experts
  • Fail Fast Philosophy: Share lessons learned and mistakes made with audience
  • How long does it take to gain traction and traffic? Long-term program that involves ratings, reviews, and subscribers
  • Notable Names: Get great podcast guests, such as coworkers, micro-influencers, and experts with existing followers 
  • Favorite AMP Memories: Feeling nervous to experiencing outpouring of support  
  • Top Tips:
    • Don’t overthink things
    • Build interview skills
    • Know recording quality matters
    • Hire professional editor
    • Utilize host provider
    • Plan ahead to create content

Links:

Jan 14, 2020

What’s stopping you from reaching your goals? Are labor-intensive processes slowing you down? What processes can marketers implement to improve collaboration that makes SEO and content work?    

Today’s guest is Lindsay McGuire, digital content SEO specialist at Formstack. What began as an online form builder, Formstack also offers automatic document generation, electronic signatures, bidirectional data integration software, and workflow automation. It’s not about taking things off your plate, but automating processes to free up time to do other things. 

Some of the highlights of the show include:

  • Formstack: Helps organizations take manual- and paper-based processes online to make their work more effective and efficient
  • Two sides to her job: Content and SEO for Formstack’s blog, podcast, Website, and Webinars 
  • Golden Equation = Appeal to search engines + high ranking + appeal to people
  • Marketing Department Structure: Formstack values marketing and understands its benefits
  • Sprints: Lack of scope, clarity, and communications means switching from shorter to longer sprints to remain agile with extended qualities 
  • Planning Priorities: “Needs” are must-have projects, and “Ideas” are fun and creative projects 
  • Content Creation Process: Starts with SEO and includes trending keywords, search history, traffic, email statistics, and ranking content 
  • SEO and Content Challenges: Connect with audience to close a sale 
  • How does Lindsay stay organized to be successful? Calendars, To Do lists, and brain breaks 

Links:

Jan 7, 2020

When was the last time you actually talked to your customers? What do they care about? What’s relevant to them? If you don’t know, you better find out. Marketers need to know and understand their audience to attract, convert, and drive profitable action from customers.    

Today’s guest is Ardath Albee, CEO and B2B marketing strategist at Marketing Interactions, Inc. She is the author of, Digital Relevance: Developing Marketing Content and Strategies that Drive Results. Ardath describes how buyer persona frameworks can help unify your brand message—from marketing to sales and beyond.

Some of the highlights of the show include:

  • Buyer Persona: Composite sketch of target market based on validated commonalities for content marketing to steer productive buyer engagement
  • Buyer Engagement: Move from problem to solution to make a purchase decision
  • Why create buyer personas? Understand audience to create relevant content that resonates with problems they experience and what matters to them
  • Questions for Customers: What do you do? What are your responsibilities? What problem triggered your interest to take action in a product/service? 
  • Success Story: Sales enablement plus marketing equals huge win for company
  • How many is too many buyer personas? Less is more, mitigate risk, allocate resources, collect customer testimonials, and create inclusive relevance content 

Links:

Dec 17, 2019

Marketers use key messaging and positioning to connect with target audiences and create personalized customer experiences. Design is a strategy that requires collaboration between marketing and designers to make content visually appealing.  

Today’s guest is Megan Otto, marketing design lead at CoSchedule. She describes how marketing design drives brand engagement. Great marketing with poor design is poor marketing.

Some of the highlights of the show include: 

  • What makes an unforgettable brand? Relevant and consistent experiences through design to make a connection with customers across all mediums
  • Why is design a go-to-market strategy? Design allows marketing and messaging to be seen and understood 
  • Team of Teams: CoSchedule’s marketing and design teams focus on specific areas of expertise and effectively support other teams to ensure consistency
  • Kickoffs to Handoffs: Determine strategy, objectives, goals, roadmap, and in-progress demos to track projects and tasks
  • Translating Strategy into Design: How you’re presenting the message to the audience is as important as the message
  • Work Assignments: Depends on capacity, expertise, and interests
  • Purpose of Design: Understand goal and over-communicate to reach completion
  • What do marketers need to know about designers? Design involves strategy, ideation, graphic design, illustration, Web development and much more 
  • Design is in the Code: Web design and development should be a strategic role within marketing teams
  • Evolution of Brand, Design, and Marketing: Always new challenges and unique value to be better 

Links:

Dec 10, 2019

Marketers know that the value of data from the past helps them strategize for the future. However, it may be time to gather data in a different and proactive way. Why not try an organic and mathematical approach?

Today’s guest is Susan Baier of Audience Audit, a marketing research company. She describes how attitudinal research can be more effective than demographics research. Susan explains the difference between audience and customer research.  

Some of the highlights of the show include:

  • Audience Audit: Attitudinal audience segmentation research that gains quantitative insight into audiences trying to be reached via marketing efforts
  • Attitudinal Research: Understanding how opinions, assumptions, perspectives, and preconceived ideas affect purchase decisions
  • Qualitative vs. Quantitative Research: Each offer value, including quantitative statistically significant insights of things affecting some of your audience
  • Marketers need to answer ‘Why?’ by providing reliable data
  • Audience Research: Only listening to customers, can create skewed perspective
  • Who is your sample? Talk to past, present, and potential customers in the market to solve a problem that you understand
  • Where to find your audience? Don’t rely on a single source; understand audience via email subscriber list, customer files, and social media platforms
  • Why are people here? What kept them from getting help sooner? Focus on what problems your company’s products and services solve, not on what they do
  • What does CMT stand for? Write compelling content using existing customers language/lingo to attract a similar audience
  • What method(s) to use to gather research? Survey of connotative data; avoid pushing your assumptions that artificially stratify people and don’t make sense
  • What doesn’t matter? 95% of studies that identify attitudinal segments reveal that company size, gender, household, and other factors aren’t important
  • Crafting Questions: Remove bias from data gathering and analysis processes to improve product positioning, audience targeting, and personas 
  • Segmentation: Understand, implement, and use information/data

Links: 

Dec 3, 2019

Is your marketing workflow bogged down with urgent requests, inefficient software/systems, undocumented processes, and manual tasks that could be automated? How can marketing leaders implement work management solutions to help high-performing teams, especially when it’s a matter of life or death?

Today’s guest is Erin Koschei, digital marketer at Laerdal Medical. Erin describes how to efficiently and effectively manage the "Grand Central Station" marketing analogy.  

Some of the highlights of the show include:

  • Resusci Anne: Laerdal Medical creates, manufactures, and sells resuscitation mannequins and medical simulation trainers
  • Saving More Lives: No one should die or be disabled unnecessarily
  • Grand Central Station: Laerdal’s marketing teams communicate and collaborate on content campaign components
  • Plan ahead by prioritizing projects based on company goals, initiatives, products, and providing the right information to customers at the right time 
  • Flexible and Supportive Team of Friends: All hands on deck to help when needed
  • CoSchedule: Best option for teams to communicate, plan, get organized, meet deadlines, and increase visibility 
  • S.M.A.R.T. Success: Set specific, measurable, achievable, realistic, and timely goals that show value contributed by teams and individuals to stakeholders 

Links:

Nov 19, 2019

Do you have content that answers your audience’s questions and provides value along every stage of the sales funnel? Some of the most influential pieces of content include proof of ROI value, thought leadership, customer stories, and case studies.

Today’s guest is LaRissa Hendricks, product marketing copywriter at CoSchedule. She describes how to create relevant and compelling customer case studies. 

Some of the highlights of the show include:

  • What are case studies? Success stories about how customers use product or service to reach specific outcome
  • Goal of Case Studies: Share how and what can be achieved with CoSchedule   
  • Possible Outcomes: CoSchedule helps marketers complete more projects, meet deadlines, and prove value to stakeholders
  • Gartner ranks case studies as third most-valued marketing asset for buyers
  • Case studies prove most effective at start of sales funnel by covering customer challenges and outcomes achieved to engage and establish trust 
  • Pitfalls to Avoid: Focus on customers and outcomes, not product and features
  • Target Audience: Anybody with an interest in CoSchedule, including specific industries, various team sizes, and common customer issues 
  • Short- or long-form structure used for case studies depends on sales funnel stage, challenges, outcomes, and key data points
  • Customer Story Matrix: Who, what, when, where, and why of sales enablement content case studies to use for specific situations
  • When is enough, enough when it comes to case studies? Depends on customers and different factors 

Links:

Nov 12, 2019

Nobody enjoys tedious, manual busywork. Precious work time is wasted, instead of spent on completing projects. Makeshift marketing isn’t fun. It’s unproductive and creates inefficiencies due to a disconnected marketing stack.

Today’s guest is Jared Rhue, head of business-to-business (B2B) marketing at rewardStyle. Jared describes his strategy of combining a core plan with agile methodologies to improve team collaboration and communication.

Some of the highlights of the show include:

  • rewardStyle: Influencer marketing pioneer started from passion for fashion
  • rewardStyle’s revenue model drives more than $1.2 billion annually in retail sales
  • Global Community: More than 250 team members; 50,000 top-tier influencers, and 5,000 retail partners
  • Strategy, Plan, and Review: Jared’s average day at rewardStyle
  • Strategy Steps to Success: Document marketing plan, strategy, and methods
  • Marketers must be agile for ability to ask and listen to audience challenges
  • Short Message Service (SMS): Relevant channel for B2B marketing in the future
  • rewardStyle’s core plan consists of positioning, value proposition, and priorities 
  • Secret to Team Success: Eliminate fire drills/urgent projects created by makeshift marketing chaos
  • Questions to prioritize projects: 
    • Does it support quarterly/yearly Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) goals?
    • Does it drive annual revenue?
    • Are there dedicated deadlines?
    • What’s the scope of work, and which team members will it impact? 
    • Which projects will need to be deprioritized?
  • Stay on Track with Tasks: Implement marketing organizational management platform and agile methodology  

Links: 

 

Nov 5, 2019

Inbound marketing is one component of content marketing that is often misunderstood. Relevant, compelling, and interesting blog posts, Webinars, and other content can attract and educate prospective and existing customers. What best practices should you use to align team of teams creating content marketing?

Today’s guest is Valaer Goldsworthy, director of content marketing at EZ Texting. Valaer describes how teams collaborate with business units outside of marketing to understand use cases of EZ Texting’s products and services. 

Some of the highlights of the show include:

  • EZ Texting: #1 mobile marketing platform for business that focuses on messaging and voice solutions
  • Team of Teams: Identify, create, and review content needs
  • Rapid Growth: Doubled in size, retained long-term staff, and hired new voices 
  • Customer Base: EZ Texting is easy to use; doesn’t require tech-savvy marketers 
  • Lifetime-value customers inspire content for prospects in various verticals
  • Is text messaging safe? 90% of people believe so; EZ Texting tries to maintain that protection in all its content, collateral, voice, and point of view
  • Everything to Everyone: Trust and consumer confidence are critically important
  • Customer Success Team: Shares constant customer roadblocks creating churn
  • Customer Marketing: EZ Texting segments content into “Hero,” “Hub,” and “Help” content to create awareness and ongoing education
  • CoSchedule Transition: EZ Texting coordinates and collaborates content creation for campaigns to offer transparency and avoid silos 
  • Change Management: Lessons learned via objectives and key results (OKRs) 

Links:

Oct 29, 2019

Some companies have multiple target industries, verticals, business regions/units, and personas. It’s impossible for marketers to do it all and quantify the results that they produce. Focusing on too much means focusing on nothing at all. Are you spreading yourself too thin to be effective?

Today’s guest is Tessa Barron. She is the senior director of marketing at ON24, which is on a mission to help marketers make intimate connections and engagements in the digital world via Webinars and other platforms. Tessa describes why cross-channel campaigns are more effective than multi-channel communication. 

Some of the highlights of the show include:

  • ON24: Create and deliver Webinar campaigns and curate bingeable content to drive demand and revenue
  • What is marketing? Driving profitable customer action starting with engagement
  • Backend Obsession: Lack of frontend technology for marketers to create products and experiences
  • Find creative ways to connect with and engage your customers’ emotions 
  • Orchestrated vs. Random Acts of Engagement: Don’t create something for the sake of creating it; identify purpose and insight that solves customers’ problems
  • Future of Marketing: Integrated demand-gen, product, and customer marketing creates brand experience
  • Marketing Strategy: Organization and planning are key tactics; document cross-channel roadmap so team members know what they’re doing is important
  • Experience is Everywhere: ON24’s upcoming campaign tagline 
  • Fragmented Digital World: Allow customers to make sense of brand message
  • Build on, not Rebuild: ON24 evolves beyond Webinars, while retaining heritage 

Links: 

Oct 22, 2019

Most of us look at our phones too much and too often. We’re distracted by the sounds and vibrations of notifications. We like to be distracted because it makes us feel important and wanted, but such interruptions can damage personal and professional relationships. 

Today’s guest is Nir Eyal, author of Indistractable. He offers several frameworks to understand and control internal urges to avoid being distracted. It’s easy to blame your phone for distractions, but it’s time to gain traction. What and who is more important and to blame? Your phone or your family?

Some of the highlights of the show include: 

  • Deep Dive into Human Psychology: Hooked on building habit-forming products
  • If you could have any superpower, which would you want to use for good?
  • Proximal vs. Root Cause: Distractions and reasons to procrastinate 
  • Motivated Reasoning: Place blame and pin responsibility on proximates  
  • Definition of Distraction: Opposite of distraction is not focus, but traction
  • Definition of Traction: Any action that pulls you toward what you want to do
  • External and internal triggers motivate us toward traction or distraction
  • How to channel discomfort into traction, not distraction:  
    • Step 1: Master internal triggers (re-imagine trigger, task, temperament)
    • Step 2: Make time for traction
    • Step 3: Hack back at external triggers
    • Step 4: Prevent distraction with pacts

Links:

Oct 15, 2019

Email marketing to the masses is quickly becoming an “old school” idea. Your audience of real people expect customization and personalization. Yet, your email list is one of your most valuable marketing assets. How can you engage your email subscribers to nurture them through your sales funnel and encourage them to convert?

Today’s guest is Val Geisler of Fix My Churn. A self-proclaimed email geek, Val shares some of what she knows about engagement, segmentation, and automation. She describes how email is a powerful communication tool and agent for change in battling churn problems. 

Some of the highlights of the show include:

  • If and when subscribers are ready to take the next step via engagement and interest in purchasing—do something
  • Valid Metric: Val encourages and recommends engagement points and emails
  • Engagement Equals Responses: Engage with email subscribers by asking them to reply to emails
  • Common Complaints Create Content: What’s the biggest problem with email marketing?
  • Cross-functional vs. Siloed Teams: Get more people involved in custom email replies to offer personalized solutions to problems
  • Mass to Micro Email Marketing: Create a connection and build a bond because  it's easy to walk away from software, but harder to walk away from a person
  • People-to-People vs. Automation: Different questions during specific email segments and sequences identify and offer solutions to subscribers’ pain points  
  • Why include more form fields upon subscription? Reduce number of sign-ups with more quality sign-ups
  • Clean Cold Contact Database: Every email service provider (ESP) defines a cold subscriber differently; re-engage them via brief email sequence requiring action 

Links: 

Oct 8, 2019

Go to the homepage of your company’s Website, and read the copy aloud. How does it sound? Like a pushy salesperson? Cute and clever, but unclear? Why not sound like yourself? Avoid corporate speak copywriting that almost no one understands. 

Today’s guest is Nick Usborne, a conversational copywriting mastermind with 40 years of experience. Conversational copywriting is clear, concise, and converts customers.

Some of the highlights of the show include:

  • What is conversational copywriting? Social and conversational copy that engages with an audience; write the way you talk 
  • Conversational vs. Corporate Copywriting: Clear and compelling copy with a human voice matters
  • Old School vs. Online Voice: Let go of marketing speak to create realistic, unique, and transparent voice and language 
  • Conversational Copywriting Traits: Start with a couple short, simple sentences; remove the fluff
  • Corporate copywriting is defensive, while conversational copy is disarming
  • Mirror and Reflect Customers’ Words: Use their language, not yours as a clever copywriter; creativity can get in the way of copy  

Links:

 

Oct 1, 2019

Content marketing isn’t only blogs, Webinars, guides, and podcasts. All content is meant to convert prospects and attract continued interest from existing customers. It costs more to convert new customers than to retain existing ones. While inbound marketing remains popular, how are you providing value to current customers?

Today’s guest is Leah DeKrey, customer marketing lead at CoSchedule. Customer marketing helps existing customers accomplish the dream they were sold by finding continuous value within products and services. Beyond knowing the features and functions, they can achieve outcomes. Provide value through content marketing for every customer experience—from beginning to end.

Some of the highlights of the show include:

  • What is customer marketing? Helping existing customers quickly find the most value in your company’s products and services to be successful
  • Sales Funnel: Traditional method neglects marketing process to retain current customers; multi-step process retains customers to turn them into advocates
  • Where does customer marketing fit in the sales scheme? Difference between ‘support’ vs. ‘help’ documentation
  • Funnel from Top-down: Customer marketing coincides with inbound marketing to bring in and nurture prospects via marketing automation to become customers
  • Customer marketing content can include workbook guides and video tutorials/courses on how to be a successful CoSchedule user
  • Delivering Customer Marketing: Email and marketing automation require creative and strategic options; Facebook ads produce mixed results
  • Let Your Voices be Heard: Be the voice of the market for the marketing team and the voice of the customer to the marketing team

Links:

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