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Actionable Marketing Podcast

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Actionable Marketing Podcast
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May 19, 2020

Is your company looking for ways to cut costs? Whenever there’s a steep economic downturn, marketers’ budgets tend to suffer. To survive, learn to do more with less.

Today’s guest is Naira Perez from SpringHill Digital. She describes how to maximize marketing results with a minimal budget. Bigger budgets do not mean better results.

Some of the highlights of the show include:

  • Why? Company isn’t doing well and economic environment is in downturn
  • Communicate Bottom Line: Convince company that cutting marketing costs more
  • Cost vs. Resource Center: Marketing can adapt to changing consumer behaviors
  • Bigger Budgets: Does lack of budget inhibit marketers’ success?
  • Audience Acquisition: Who are you talking to, and what are you telling them?
  • What can you get for less? Consider existing clients and user-generated content
  • Outsource: Need to do same amount of work with fewer people, hire freelancers
  • Resources: Prioritize people over software due to irreplaceable knowledge/value
  • Research and Reflect: Look at yourself and company—what can be done better?
  • Recommendations: Find low-cost, high-impact tactics to prioritize opportunities

Links:

May 12, 2020

How can a startup's revenue double in six months? By creating content that's authentic and based on personal experience. Authenticity isn’t just a marketing buzzword. 

Today’s guest is Jason Quey from Growth Ramp. He provides guidance on how to infuse authenticity into content marketing because it’s easier said than done.

Some of the highlights of the show include:

  • Mission: Assist 1,000 entrepreneurs go from idea to scale to get 1,000 customers
  • What is authenticity in marketing? Advertising equals salesmanship times print
  • Cite own experience or duplicate others’ research by borrowing credibility
  • What is your value proposition? Unique selling proposition?
  • Problems and Solutions: Talk to customers to understand outcomes to achieve
  • Brand Messaging: Customers talk about the same problem using different words
  • Experience: Bring own ideas, values, and language that others easily understand
  • Teardown Analysis: Create content authenticate to you that’s valuable to others
  • Prioritize content creation for buyer types (most aware, product aware, solution aware, problem aware, and unaware customers)

Links:

May 5, 2020

Do you need a prescription for fixing what’s wrong with marketing in the manufacturing space? It’s not a dose of flashy trends or tactics, but philosophical and foundational ways of thinking differently.

Today’s guest is James Soto from Industrial Strength Marketing, an agency dedicated to helping industrial manufacturers make marketing the strength of their business to meet customers’ needs.

Some of the highlights of the show include:

  • Family Business: Manufacturing experience through analog, digital, cell transition
  • Bluetooth Backbone: Visual reality momentum on standards and sources
  • Promise to practice being better marketers and sellers of products and services
  • Critical Component: Make way of living life and doing business obsolete
  • Top Tenets: Change, plan, communicate, respond, and measure success
  • Marketers’ Mindset: Change should not mean doing, making, or writing stuff
  • Clarity: Who are we? Where’re we going? How do we get there?
  • Communication: Persistently create engaging, useful, and actionable content
  • Excellence in Execution: Being who you are and being the industrial-est
  • Marketing Readiness Assessment: What should be the next steps?

Links:

Apr 28, 2020

Everyone’s on social media, right? It may sound crazy, but that’s not exactly true. Some people delete personal and/or professional profiles to simplify marketing and grow their business.

Today’s guest is John Meese from Platform University. John is one of few marketers and entrepreneurs without personal social media profiles. Why? He has his reasons.

Some of the highlights of the show include:

  • Social Media Marketing Strategy: No personal accounts, only business channels
  • Platform University: Simplify online tactics by focusing on what generates results
  • Training: Take expertise online via blogs, podcasts, or YouTube channel
  • Social Media: Like it or not, or like it too much?
  • Professional vs. Personal: What does this do for my business? For myself?
  • Digital Detox: Focus on what you should be doing and what needs to change
  • Social Media Accounts: Fear Of Missing Out (FOMO)?
  • Delete by Default: Evaluate social media channels to know if they grow business
  • Why use social media to grow business? Most visible, but not most effective tool
  • Competitors: Correlation into causality doesn’t always lead to business success
  • People vs. Platforms: Create real solutions to real problems for real people
  • Coffee Shop Metaphor: Be different, relatable, and caring to create connections

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Apr 21, 2020

While staying at home and practicing social distancing due to the COVID-19 pandemic, why not learn a new skill? Translate your marketing content for international audiences. If more people can read your content, more will understand your mission and buy your products/services.

Today’s guest is Adrian Cohn, Brand Strategy and Communications Director at Smartling. If you want your content to be translated accurately and resonate with customers, focus on localization.

Some of the highlights of the show include:

  • Translation and Localization: What’s the difference?
  • Localized Experience: Where’s the best pizza or hot dog? New York or Chicago?
  • Multiple Markets: Localize content if operating in different regions
  • Content Localization: Speak the language to embrace local culture on product
  • Mistakes/Myths: Scale of problem, language translators, and searchable content
  • Audience: Who they are, what they need, where they reside, language they speak
  • Top 3 Tips:
    • Understand your business goals
    • Identify staff resources to enable process
    • Measure and communicate results with team

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Apr 14, 2020

Sad but true, some marketing agencies try to sell services to clients based on what’s best and most important for the agency, not their client. When and how do you know that you’ve made the mistake of partnering with the wrong agency for the wrong reasons based on what seemed like a solid sales pitch?

Today’s guest is John Bertino, founder and CEO of The Agency Guy (TAG), a marketing consultancy that connects clients with agencies. John knows what it takes to create a successful client/agency relationship, and what businesses and marketers need to consider when shopping for an agency. 

Some of the highlights of the show include: 

  • TAG’s Model: Consult with brands of all sizes to demystify marketing channels
  • Top Problems: Too many marketing teams, specialties, and biased advice
  • Issues: Growing fast by sacrificing fundamental factors of business operations 
  • Inexperience and Inexpensive: You get what you pay for 
  • Education and Expectations: Talk in a transparent way, not over people's heads
  • How to be a better client? Be willing and ready to learn
  • How to choose an agency? Consider personality, services, and teamwork
  • Best Practices: Slow, controlled, methodical growth; put clients first
  • Hiring Process: Prioritize communication 
  • 4 Steps to Worry-free Marketing: 
    • Start a conversation with a brand
    • Create a high-level custom strategy
    • Connect with a vetted, proven partner
    • Measure performance to produce results

Links:

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? 

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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

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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 

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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

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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

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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 

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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? 

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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  

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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 

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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  

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