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Actionable Marketing Podcast

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Now displaying: October, 2019
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 

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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

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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 

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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  

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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

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