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Actionable Marketing Podcast

You're listening to the Actionable Marketing Podcast, powered by CoSchedule. You want to run a highly organized and productive content marketing program, but sometimes the details are so tough to navigate. Here we bring you insights from leaders in content marketing to help you run more effective content marketing campaigns.
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Now displaying: September, 2018
Sep 25, 2018

The struggle is real for marketers because they are in the midst of a customer trust crisis. And things are only getting worse. Studies show that only 48% of the general population in the United States trust businesses. Earning the trust of customers can be difficult, so deliver what you promise when it comes to your products. 

Writing a case study is a great way to do just that. Today, we’re talking to Whitney Deterding, CoSchedule product marketing specialist, who focuses on the company’s case studies. You’ll learn from her that case studies need to resonate with your prospects and have a purpose. She shares best practices to use when selecting customers and avoiding pitfalls. Discover how to craft case studies that move your prospects down the funnel. 

Some of the highlights of the show include: 

  • Case studies need to have social proof to build trust; gives people insight into how great your product or service is direct from the customer’s mouth
  • CoSchedule’s Customer Success Team has direct connection to customers; identify which customers should be used in case studies and testimonials
  • Sales Team deals with prospects all the time and become aware of problems they face and trends in various industries
  • Incent is a common tactic used to get customers to be in case studies; both CoSchedule and its customers reap benefits
  • Send personal Thank You messages or gifts to the customers to show how appreciative and grateful you are for their time
  • Questions to Ask: What  is the problem that your service/product solved? What steps were taken relieve a pain pont and generate results?
  • Do research beforehand to help you discover and uncover unique things that a customer might discuss
  • Transcribe and listen to interview recordings to highlight quotes and case studies
  • Present case studies with the customer’s logo, headshot, demographics, and other items to make it authentic and give readers something valuable to pull out
  • Once you’ve done the interview, there’s many ways you can use that information to move prospects through the funnel
  • Measuring the ROI of a case study depends on how it’s being used; include a call to action to measure conversions
  • Common pitfalls include trying to do too many case studies together - they tell the same story; and don’t control the interview - be able to pivot

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Sep 18, 2018

For companies that generate $5-$20 million in annual recurring revenue (ARR), marketing typically sources about 42% of an account executive’s leads. For larger revenue-generating companies with $20-$50 million in ARR, marketing sources only 36% of an account executive’s leads. So, if your inbound traffic is flatlining, it’s time to look into new lead sources to grow your business. How? Outbound sales and marketing processes, which diversify lead sources that help grow your business.

Today, we’re talking to Trish Bertuzzi, CEO and founder of The Bridge Group and author of The Sales Development Playbook. The Bridge Group provides services to the B2B technology space in three areas: Sales development, inside sales, and account-based selling. Trish identifies the biggest challenges when companies are getting started with outbound sales or marketing. Best practices include automation and getting past cold processes to drive huge returns from outbound efforts. 

Some of the highlights of the show include: 

  • Getting to engagement is hardest part of the sales process because we overwhelm buyers spam emails and robo voicemails
  • Different buyer types react to different ways of outreach; figure out your buyer type, analyze their preferences, and build a strategy
  • Effective Outbound Outreach Tactics: If you’re going to use the phone, tell a story with your voicemails; back that up with great emails and valuable content
  • Sales and marketing teams should build stories together and consider implementing a CRM, sequencing tool, and conversational intelligence tools
  • Get a steady stream of outbound leads through a strategy: Who to go after, what to say, how to say it, how message will be delivered, and how to analyze results
  • Get to the point when reaching out to someone for the first time; tell them your objective and what’s in it for them
  • Make voicemails and emails concise; subject lines matter and no attachments
  • The Bridge Group publishes two primary reports: Inside Sales for SaaS Metrics and Comp and Sales Development Metrics and Comp
  • Reports are the #1 lead source for The Bridge Group; they’ve impacted the company’s pipeline and revenues.
  • Look at the right numbers; how many fit your ideal customer profile?

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Sep 11, 2018

Marketers usually have many goals—sometimes too many. And let's not forget about these Key Performance Indicators (KPIs). As marketers, we can measure so much, but what should we focus on to influence real growth? There are several specific lead indicators that marketers can measure that ultimately influence revenue growth: Website visitors, email subscribers, marketing qualified leads, sales qualified leads, and customers.

Today, we're talking to Lindsey Morando, director of marketing at Hello Bar, which is dedicated to helping marketers build their email list. In this episode, learn why your community of email subscribers is your most valuable asset as a marketer. You’ll get advice on conversion tactics, as well as how to create lead magnets and content upgrades that turn Website visitors into subscribing fans.

Some of the highlights of the show include: 

  • Definition of List Building: Creating, building up, and cultivating a community of people who have a common interest that you can support and offer a solution
  • People are 40% more likely to sign up for your email list than social media; 73% of companies report that email marketing is their top ROI channel
  • Generate traffic to Website to convert visitors into email subscribers; look at SEO efforts, social media, and where your ideal client is to be in front of them
  • Traffic Building Tips: Joint training, tutorial videos, and Webinars get people to know, like, and trust you; speak at events to increase brand awareness
  • Convert traffic into email subscribers by understanding users and what's going to get them to take action; see where people are going on your site using analytics
  • Pop-ups and lead captures sometimes get a bad rap; it's because you're not presenting the right message, at the right time, to the right people
  • Content upgrades are a lead capture within a blog post - it’s a pattern interrupt; quizzes, challenges, and games also work well
  • When building an email list develop a plan and schedule based on why someone would want to join your list; provide content that brings value to your community
  • First email should welcome people, share your story, and introduce you; can include a video or downloadable
  • First Email List: Start with people you know; let them know what to expect, what you're going to share, and what value you're going to provide with a call to action

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Sep 4, 2018

Does your blog stand out from your competition? Does it provide experiences that make prospects want to come back? If your blog is boring, what does that say about your products and services? But if your blog content is engaging, imagine what your target audience will think about them. 

Today, we’re talking to Barry feldman, mastermind behind Feldman Creative. In this episode, Barry shares some tips on what to do and not do to create standout content, build an audience, and offer awesome experiences through your content marketing. 

Some of the highlights of the show include: 

  • Biggest impediment for content marketing success is tunnel vision, where companies focus explicitly on a blog but nothing more; expectations are unreal
  • Think about the entire content marketing funnel - capturing emails, building a community, and building a relationships; a blog is just a piece of that process
  • Build an audience; create assets that excite people and don’t depend on one channel
  • Barry’s experience with The Article Factory, a cheap content farm; you get what you pay for
  • Barry’s price for articles is higher because he understands SEO, writing, positioning, and conversion; he can help you reach your objectives
  • Blogs should be educational, entertaining, and inspiring; make customers the stars of your stories and showcase in-house/guest writers with opinions
  • High-quality content is so exciting that you want more of it; the purpose of a blog content is to get someone to subscribe to your Website
  • Invest more time and resources to create quality content; bigger is better
  • Successful content marketers position themselves as experts in their field; communicate authority with your posts
  • Content Marketing: Keep trying, roll with the changes, take it seriously; success isn’t instant and you don’t hit a homerun every time

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