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Actionable Marketing Podcast

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Now displaying: March, 2019
Mar 26, 2019

Marketers are in the business of creating content. They’re modern-day publishers. However, up to 70% of content that they create goes unused.  

Today, my guest is Randy Frisch, author of the new book, F#ck Content Marketing: Focus on Content Experience to Drive Demand, Revenue, & Relationships. Also, he’s the co-founder, president, and CMO of Uberflip. He identifies how to break bad content marketing habits and adapt personalization to marketing. 

Some of the highlights of the show include: 

  • Content is at the core of marketing strategies; Uberflip empowers marketers to take control of created content assets and mesh them into their marketing efforts
  • Randy’s book is not meant to throw shade at content marketers, but capture his passion and take on the “broken” status of the content marketing industry  
  • What is unused content? Content that’s created and posted, but never leveraged on a day-to-day basis in marketing
  • Definition of content marketing to create content to attract a clearly defined audience and drive profitable customer action is too narrowly focused
  • Content marketers need to start putting the right content in front of the right people for that encounter to be a great experience   
  • Real-life examples of what content marketers are doing right and wrong; tell a story that connects with customers
  • Content marketers feel pressured to produce content, but they’re not the only ones responsible for customer experience
  • Tactics and tools for the personalization of content and marketing at scale
  • Content Experience Framework: Centralize, organize, personalize, distribute, and generate results
  • Evolution of Content: People who want to go beyond content creation and think more strategically by teaming up with colleagues

Links: 

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Mar 19, 2019

What did 447 marketers identify as the top benefits of an agile marketing approach? Helps team change gears quickly; provides better visibility into status of projects; finds roadblocks sooner; and produces higher quality work.  

Today, my guest is Andrea Fryrear, AgileSherpas co-founder and agile marketing consultant. We’re revealing the results of the 2nd Annual State of Agile Marketing Report.   

Some of the highlights of the show include: 

  • Agile Marketing: Transitioning from traditional marketing pieces to short-term, high-quality, flexible work delivered rapidly and focused on the customer
  • Emphasis put on experimentation and validated learning through small, empowered, autonomous marketing teams
  • Marketers moving to agile framework to increase productivity, improve prioritization, and allow time to be innovative and creative
  • Common practices include daily stand-ups and using tools to visualize work  
  • One-third of respondents are agile marketers; 50% are traditional marketers; and 15% are ad-hoc marketers
  • 50% of traditional marketers want to implement agile marketing approach in 2019
  • 54% of agile teams use a hybrid approach
  • Agile aids interpersonal issues; creates better colleagues and work/life balance
  • Processes, project management tools, and education assist agile adoption
  • Overcoming agile skepticism; process of change is less painful than status quo
  • Favorite shifts between 2018 and 2019 reports; marketers are getting educated and thinking for themselves
  • Andrea’s Advice on Agile Approach: If you can’t fix it, make it visible

Links: 

Mar 12, 2019

Do you suffer from shiny object syndrome? It’s difficult to not become enamoured with the latest marketing tactics, trends, and technologies. We are distracted by them because they may offer hope or promise 10X-ing marketing results. Instead, stay focused on helping your business grow to generate revenue!

Today, my guest is Kieran Flanagan, vice president of marketing and growth at HubSpot. Kieran uses traditional marketing methods to help HubSpot and other brands generate additional traffic and revenue. We discuss how to create predictable and product-driven growth. 

Some of the highlights of the show include: 

  • Challenge to sustain growth is more difficult as a business gets bigger
  • Find new ways from existing channels or brand new channels to grow from
  • People, products, and businesses change; adapt marketing sales plans
  • Strategic Growth: Think logically about how to grow into being a big company by providing good products and customer experience
  • Develop scalable distribution plan and use search engines to find right product fit
  • 3 Stages of Fit: Product market, product channel, and ROI
  • Growth Power Law: 60-70% of growth comes from one or two channels
  • Build out next 12 months of growth, and predict where it’ll come from
  • Keyword Search: What product does and solves
  • How to choose best acquisition channel and strategy for scalability
  • Establish and measure goals and expectations for different channels
  • Develop work culture that embraces failure; experiment by taking small risks
  • Keep remote team engaged, focused, and motivated by being clear on goals and proactive with communication  

Links: 

Mar 5, 2019

Are you a millennial? Do you work with millennials? According to the U.S. Bureau of Labor, millennials are expected to make up half of the workforce by 2020 and 75% by 2030. So, it’s important to  figure out ways to understand these smart and talented millennials working at your company. Are there any idiosyncrasies with this generation that may be helpful to marketers?

Today, my guest is Garrett Mehrguth. He’s the CEO and co-founder of Directive, a growing digital agency that employs several millennials. Fortunately, Garrett has found unique ways to keep them engaged and motivated.

Some of the highlights of the show include:

  • Garrett’s Motto: Learn, Engage, Create
  • Lesson Learned from First Consulting Client: Ask clients to pay you upfront
  • Never use your power as a leader to manipulate anyone to make a decision
  • Attract millennials by investing in social media to create a positive work culture
  • Utilize recruiting tools to find the most talented millennials
  • Best Defense for Bad Reviews: Demonstrate importance of sharing experiences and showing reviews to everyone involved to continue to grow and retain talent
  • Millennials are the same as everyone else, but treated differently, alienated, and made to feel demotivated and devalued by others
  • Directive offers a meritocracy and culture where people can grow in the company based on how they perform, not how long they’ve been with the company
  • One of the simplest ways to create a structure for success and motivate millennials is to help them prioritize their tasks and goals
  • 99.9% of millennial performance issues are related to time management and communication, or under-developed professional expertise
  • Millennials are motivated when being a part of something larger; they want to feel like what they’re doing is contributing to something
  • Directive supports career-driven millennials who want to be paid what they’re worth in an environment that accelerates their development professionally
  • Offer benefits that serve your team, not ones that attract talent; Directive’s coolest benefit is mental health support
  • Millennials want to learn, and Directive stresses its importance to be successful by requiring each employee to create a piece of content every quarter
  • Be a leader for millennials by holding yourself accountable and taking an authentic look at and fixing everything that’s wrong in your organization

Links:

 

Quotes by Garrett Mehrguth:

“If you could learn, engage, and create, you could always be better tomorrow...because you never take your foot off the gas.”

“We had this thought process that if we can’t attribute something to revenue, it’s not valuable, and that couldn’t be further from the truth.”

“Your brand dictates the type of talent you acquire or it dictates the success of your organization.”

“Millennials want authentic leadership and want an authentic team and an authentic culture that’s doing things for them, not to attract them.”

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