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Actionable Marketing Podcast

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Now displaying: May, 2019
May 28, 2019

Marketers try to map and meticulously outline their customer’s journey to convert a lead into a paying customer. Instead, maybe they should focus on behavioral data to deliver the right message on the right channel at the right time.  

Today, my guest is Judd Marcello, executive vice president of global marketing at Cheetah Digital. He believes the customer journey doesn’t exist. Instead, figure out why data is important and how to leverage it between brands and customers.

Some of the highlights of the show include:

  • Judd’s Career Journey: B2C to B2B martech firms; it’s all about your contacts and who you know
  • As the number of channels increase, buyers jump around brands on their journey
  • Fallacy of falling into trap of using phrases that become commonplace
  • Consumers, not marketers now predict the path they take from researching to buying a product
  • Marketers can still be proactive by using data to drive smart insights and technology from an AI perspective to provide a great customer experience
  • Customers are going to do whatever they want to do; marketers should:
    1. Create unique, compelling, and consistent brand experience
    2. Deliver the right messaging
    3. Hyper personalize efforts  
    4. Create connection between your brand and customer
  • Deliver personal and custom experience through data management
  • Cheetah Digital’s Website revised to reflect how prospects look for information
  • Indicators of Success: Team members, content, client summit; digital evolution
  • What’s working and what’s not; prioritize performance to identify gaps

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May 21, 2019

What kind of experience does your brand create for customers? Is it simple and seamless enough to keep them coming back for more? Or, do they find their experience with your brand frustrating, cumbersome, and time-consuming?  

Today, my guest is Roger Dooley, author of Friction, which describes things that prevent customers from having a great experience with companies and their brands. Each year, about $4.6 trillion of merchandise is left abandoned in eCommerce shopping carts. Also, internal friction (i.e., organizational drag) is responsible for $3 trillion in lost productivity.  

Some of the highlights of the show include:

  • Most important element in behavior change process: Friction
  • How to eliminate, minimize, or use friction to your advantage
  • Reasons why people leave things in their shopping carts
  • All routers are the same; awful experience for “normal” people
  • Reviews and Rankings: In a market dominated by giants, address pain point that other companies aren’t to be successful
  • Worst advice can be best practices
  • Friction Goggles: People tend to accept things and don’t see where friction exists
  • Actively Disengaged: Effort isn’t productive, serving greater purpose
  • Don’t shift the load; find ways to improve processes, and stop wasting time
  • Software and tools help eliminate friction
  • Acceptance of Fake Rules: This is the way things are done, or it has to be done
  • Difference between friction and motivation; operate in opposition due to choices  

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May 14, 2019

Technology is supposed to help, not frustrate or overwhelm us. Do you struggle with using, choosing, or consolidating marketing technology tools? Marketers tend to love or hate specific tools. Is your favorite on Chiefmartec’s 2019 Marketing Technology Landscape Supergraphic? If not, there are more than 7,000 tools to consider. Which should you use? What to look for? Who should make the decision?

Today, my guest is Scott Brinker, vice president of Platform Ecosystem at HubSpot and editor at Chiefmartec.com. He suggests various strategies for selecting tools, so you don’t have to reinvent the wheel.

Some of the highlights of the show include:

  • Purpose: Persuade marketing executives to pay attention to intermingling of  personalities and passions between marketers and technologists
  • Categories Covered: Advertising & Promotion, Content & Experience, Social & Relationships, Commerce & Sales, Data, and Management
  • Where to begin? Get clear on foundational systems (CRM, email, content management system, etc.)
  • Significant investment in time and learning; identify gaps to intentionally augment foundation with more specialized tools
  • Ecosystems developed around major platforms can help narrow your choices
  • Makeshift Marketing: Is it good enough?
  • Pieces of the Puzzle: Focus on the capabilities you need
  • Marketing department should identify point person/people to be responsible for operational infrastructure and technology of marketing
  • Ecosystem Mission: Evolution of product, partners, and programs

Links:

May 7, 2019

How long is your commute to work? Maybe 15 minutes or more, depending on traffic, weather, and other factors? Some marketers get to just roll out of bed and go to their home office. According to Upwork, 63% of companies now have remote workers and almost 50% use freelancers. How does remote working affect productivity, collaboration, and organization of marketing teams and businesses?

Today, my guest is Nathan Hirsch, FreeeUp founder and CEO. We talk about decisions and tactics to consider, if your company wants to embrace a remote working environment. 

Some of the highlights of the show include: 

  • Short Version of Entrepreneurial Story: Broke college student to starting an Amazon business to owning a freelancer marketplace
  • FreeeUp helps businesses grow by knowing when, who, and how to hire
  • Managing and working within remote teams effectively
  • Pros and Cons: Access to talent, overhead costs, flexibility
  • Commitment to Communication: Nothing gets lost or misinterpreted
  • Put plans and tools in place to avoid potential pitfalls
  • FreeeUp’s Expectations for Freelancers: Skill, attitude, and communication
  • Remote Culture: Separate office spaces, but on the same page
  • Hiring always involves risk and reward; build trust and relationships
  • Levels and Skill Sets: Basic (followers), Mid (doers), and High (experts)

Links: 

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