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Actionable Marketing Podcast

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Now displaying: 2020
Oct 20, 2020

Former professional boxer Mike Tyson wisely stated, “Everyone has a plan until they get punched in the face.” Unexpected blows, such as a global pandemic and recession, have marketers evaluating their strategies to learn how to change, respond, and adapt during times of crisis.

Today’s guest is Tony  Guarnaccia, a brand consultant, founder, and author. He knows how to turn businesses around and out of tailspins. If you don’t know what you don’t know about how to grow a business, you and your business will fail.

 

Some of the highlights of the show include:

  • Bakery 2.0: Bounce back by studying marketing, business, and entrepreneurship
  • 10-Year Journey: If you don’t know, follow those that do to grow a business
  • Resources, Strategies, Tools: Learn what you don’t know; teach what you learn
  • Right or wrong decision? Reduce marketing budget when revenue drops
  • Rules to Follow:
    • Make business sustainable and maintain profitability
    • Maintain advertising spend in marketing; make cuts elsewhere
    • Expand market share due to less competition and lower acquisition costs
  • Red Flags: Results that can or can’t be controlled to drive growth
  • Results Loop Framework:
    • What markets are you serving? Be in the right niche
    • What are your offerings? Identify products/services that create traction
    • How do you grow revenue? Create trust, value, and loyalty
  • Pain Points: Problems clients experience are opportunities to sell, provide value
  • Supply and Demand: Trigger events and money are available, but shift and pivot

 

Links:

 

Quotes by Tony Guarnaccia:

“You want to make sure you are sustainable.If you don’t have a sustainable business and it’s not profitable, then you don’t have a business. You’re going to go out.”

“Now is the greatest time to expand your market share.”

“The problems that your customers or clients are experiencing are the opportunities for you to sell.”

“I’m a believer that money is always there, it just shifts.”

Oct 13, 2020

Do you spend too much time and money creating content from scratch every time you need to publish a piece, launch a video, or ship a campaign? Create a year's worth of content in one day for a specific channel through the power of repurposing.

Today’s guest is Shaina Weisinger from Repurpose House. Shaina talks about how to make the most of your time and resources, while using less effort to make your ROI go through the roof.

 

Some of the highlights of the show include:

  • Purpose of Repurpose House: Help those struggling with repurposing content
  • Savvy Digital Marketing Strategy: Video production at same time in same place
  • Pain Points and Pieces: Changes to content takes too much time and effort
  • Repurposing Content vs. Creating New Assets: Cost- and time-saving benefits
  • Chasing Content: Creating content that’s impossible to keep up with every day
  • Content Map: Be in better place before making content and measurable results
  • Where to start? Go through content that crushed it to start finding small snippets
  • Cutting Corners: Avoid sacrificing quality for speed when repurposing content
  • Headlines: Make them catchy and include a number whenever possible
  • Data: Go with your gut, trends, and results from studies to spread the word

 

Links:

 

Quotes by Shaina Weisinger:

“If you can map all of that out before you sit down and make content just to make content, I think that you're in a much better place.”

“You want to know what your strategy looks like and why the content you're putting up there matters.”

“It's absolutely doable. If you take the time to sit down and really create the strategy, it's a no brainer. You can supplement your social media calendar with other things.”

“if you have a library of content...that's how you're going to fill your calendar and you don't even have to create new content.”

Oct 6, 2020

Email inboxes, social media feeds, and internet experiences are filled with marketing messages. However, what’s old is new again in marketing. Direct mail can be an effective way to cut through the noise and grab people's attention. 

Today’s guest is Ryan Cote, Director of Digital Services and Partner at Ballantine. Ryan talks about how to make the most out of direct mail by integrating it with digital strategies and tactics.

 

Some of the highlights of the show include:

  • Two Things: Ballantine’s transition has combined direct mail and digital marketing
  • High Demand: Direct mail isn’t dead, but has changed print marketing
  • Mail vs. Email: Printed mail is less competitive than congested inboxes
  • Print and Digital Tactics: Complement and work together for integrated campaign
  • Informed Delivery. Find out from USPS what’s in your physical mailbox
  • Direct or Digital? Determine which makes more sense for your brand
  • Direct mail is expensive, so start with something simple and cheaper
  • Mailing List: Stay specific and targeted to add value and get/keep clients
  • Partners: Find broker/production company to help with printing plan
  • Measure ROI Impact:
    • Put trackable phone number on mail
    • Set up special landing page
    • Some mail can't be tracked
  • Two Data Types: In-house and rented to create mailing lists, fix discrepancies

 

Links:

 

Quotes:

“Print is definitely not dead. It's just changing like anything, like SEO, like any digital channel. It just changes. We've had to change with the times.”

“It's usually less competitive in a mailbox. If you think about your inbox—how much email you get. Email is still very important, but it's just very congested.”

“They're basically just using direct mail and digital to fully blanket their customer because you don't know where you're going to get them to respond.”

“If you have the budget to do both print and digital, that's always the best-case scenario because you're getting multiple touchpoints.”

Sep 29, 2020

Does your business rely on revenue from selling tickets for live events? To stay in business due to COVID-19, you may need to turn to other options for profits.

Today’s guest is Jim McCarthy, CEO and co-founder of Goldstar. With more live shows, concerts, and other events going digital, Goldstar quickly created Stellar. Within just a few months, the new streaming and ticket platform launched to help organizations continue to make money.

 

Some of the highlights of the show include:

  • New Normal? Pandemic shutdown forced switch from live to online events
  • Stellar Solution: Learning curve to what does/doesn’t work with digital events
  • Live vs. Digital Events: Either, neither, all, or nothing, which will people prefer?
  • Goldmine for Goldstar? Make, film, stream new forms of online entertainment
  • Pros and Cons: More people and money, different expectations and experiences
  • Getting Started, Going Digital:
    • Commit to quality not money to build/market product or service
    • Make thoughtful and aggressive use of assets (i.e., mailing lists)
    • Utilize existing audiences/fans plus geo target platforms
    • Promote partnerships and other distribution channels

 

Links:

 

Quotes:

“This toolset, some other knowledge, and some marketing skills can really enable them to use online events to their great advantage.”

“We just want everybody to be able to survive the crisis and thrive by learning how to make online events that are great.”

“I don’t know about you, but I'm ready to get out a little bit more and go have some fun.”

“For every one person you successfully get in the door to enjoy the show or the event, there's 99 or maybe even 999 people who would be there if they could, if they knew about it, or if it was available to them. This is just a huge marketing opportunity.”

Sep 22, 2020

Do you have something to say and share with others? Start a podcast, but don’t sell yourself short when trying to get your dream guests on the show. It takes connections.

Today’s guest is Stephanie Cox, vice president of sales and marketing at Lumavate. She hosts the company’s Real Marketers Podcast and has talked to guests from the world’s biggest companies. What did she do to make it happen, and how can you do the same with your own podcast?

 

Some of the highlights of the show include:

  • Lumavate: Platform enables marketers to build mobile apps without code
  • Real Marketers: Authentic conversations that ask forgiveness, not permission
  • Strategic Networking: Who and what you know, and who and what they know
  • Podcast Launch: First few episodes feature big names to build credibility
  • Timeline: Four weeks post-launch of podcast to regularly land high-profile guests
  • Dream ‘Guest’ List: Goals to get ultimate brands/names (Google’s Alex Russell)
  • What’s the worst that could happen? All you have to do is ask and outreach
  • Missing Pieces: What stories do you want to tell and best people to tell them?
  • Success Rate: Love what you do and be a passionate thought leader

 

Links:

Sep 15, 2020

Are your emails failing to reach and resonate with readers? Maybe, you’re asking for too much information without offering enough value. Every time someone opens their inbox, they’re flooded with people asking them to do something. What do they get in return?

Today’s guest is Brendan Hufford from SEO for the Rest of Us. Brendan emailed thousands of subscribers to ask: What frustrates them the most about SEO? As promised, Brendan followed up by sending every person who replied a custom video response. Was all his hard work worth the thoughtful effort?

 

Some of the highlights of the show include:

  • Stay in School: Transition from being a teacher to helping clients learn SEO
  • Bright Idea: Utilize unique video content on what people care about
  • Incentive: How to get people to reply to emails and build relationships
  • Numbers Game: Subscribers in traffic are costs; make money on sales
  • Timeline: About 50 videos made, each taking 10 minutes equals 500 minutes
  • Replies and Responses: Quantify what it’s worth by understanding content
  • Primary Pain Points:
    • People are struggling, whether they're in-house or with clients
    • Begging for backlinks, whether you're on the giving or receiving end
    • Creating solid content strategy, not repurpose copycat content
  • Free Time/Money: Resources are free, and there are no secrets to SEO writing
  • SEO Framework: Intent, Asset, and Medium (IAM)
  • SEO Roadmap: Build foundation and structure
  • Value Proposition: Suffering from email fatigue, due to lack of human contact?
  • Results: Immediate engagement and affinity with people on your email list

 

Links:

Sep 8, 2020

The ad tech industry—specifically, Facebook—continues to create privacy consent concerns and public discontent. How much do people trust social networks and the brands that advertise on them?

Today’s guest is Richard Jones, chief marketing officer (CMO) for Cheetah Digital. If you rely on social advertising to promote your business, Richard talks about what you need to know to prevent or handle damage to your brand’s reputation.

 

Some of the highlights of the show include:

  • Ethics: What problems does ad tech introduce into social marketing?
  • Digital Footprint: Personal information gets presented without permission
  • Under the Knife: Invasion of privacy when bombarded with ads on Facebook
  • Stop Hate for Profit: Campaign to curb hate speech and put people before profit
  • Money or Morality? Ad pressure makes it okay to break up with social media
  • For Sale: Personal data creates polarization of society, dangerous environment
  • Algorithms: People’s inability to curate truth, not simply sort shared information
  • Social Media Alternatives: How to shut off highly effective or targeted ad spend?
  • End of Era: Fast and loose data powering third-party advertising economy is over
  • Trust Economy: Why trust is most impactful economic power over data privacy
  • COVID Impact: Expect increase in promotions and people looking for value

 

Links:

Sep 1, 2020

Is a picture still worth a 1,000 words? What about videos? Any business or organization can use the power of video content to build its brand and promote its products. However, it’s not always cheap to do or get it right to make a difference.

Today’s guest is Doug Scott from Tectonic. He describes how nonprofits with small budgets, but big aspirations, maximize their impact with video marketing.

 

Some of the highlights of the show include:

  • Film School Dropout: Doug’s dream to make movies wasn’t his reality
  • Newfound Desire: Passion for storytelling led to helping nonprofits
  • Why Video? Efficient, engaging, and preferred form of communication
  • Challenges: Level of clarity to quantify cost for return on investment
  • SMART Goals: Specific, Measurable, Actionable, Relevant, and Time-bound
  • SMART Metrics: Benchmarking, baseline, and big strategic objectives
  • Mindset Shift: Video versus any content created based on outcome, not output
  • Change Management: Provide data, demonstrate impact, and make progress
  • Ethics: Offer marketing messages with simplicity, positivity, and compellingness
  • Promotion: Gain exposure with compelling videos that the press can't ignore
  • Social Media: Most engaging are user-generated single-shot videos

 

Links:

Aug 25, 2020

When looking to get ahead in marketing, business, or life, the black community faces challenges and structural issues. What should white people consider to be effective allies to black colleagues, friends, and neighbors?

Today’s guest is Muyinza Kasirye from APRT Media in Los Angeles. Muyinza immigrated from Uganda to Toronto and relocated to Boston after his mother’s death due to cancer. Muyinza grew up with little money or privileges but worked his way up. He shares his perspective on challenges that black marketers and business owners experience.

 

Some of the highlights of the show include:

  • Black Entrepreneur Challenges:
    • Don’t know about or denied initial money to start a business
    • Higher barrier of proof required to get work
    • Fair distribution for work, investment, and positions of real power
  • Negative Consequences: Economy isn’t achieving its true potential
  • Equal Opportunities: Different approaches equal different outcomes
  • Status Quo: Drive positive change in the direction it is needed
  • What white people need to know and do to dismantle barriers to success?
    • Help when and where you can
    • Start investing in black individuals to move forward
  • Listen, not Lecture: Wherever white people are on spectrum of understanding

 

Links:

Aug 18, 2020

Doing social media marketing in a regulated industry isn’t easy. Legal considerations, regulatory red tape, and compliance restrictions can make your job more difficult.

Today’s guest is Regina DeMars, Director of Content Marketing and Social Media Strategy at First National Bank of Omaha (FNBO). How can financial services marketers make friends with compliance and win at social media? Get creative with solutions to problems.

 

Some of the highlights of the show include:

  • Content: Create financial advice/guidance that existing/potential customers want
  • Common Problems: Marketers face ever-changing regulatory space and timeline
  • Top Tactics: Urgent requests, audits, and procedures eliminate potential issues
  • Social Media Channels: Monitor and archive online brand reputation, compliance
  • Relationships Matter: Identify those interested in and active on social media
  • Collaborative Compliance: Mitigate risk, accomplish goals, and stay compliant
  • Organic Messaging: Focus on educational, inspirational, and entertaining content
  • Paid Perspective: Focus on awareness, consideration, and conversion content
  • Other Options: Social selling, influencer marketing, and employee ambassadors
  • Make the Case: Do content marketing work that matters with more resources
  • Mistakes Happen: Ensure everyone’s following processes, procedures, policies

 

Links:

Aug 11, 2020

Does adding new martech tools always tackle problems and challenges for marketers? What matters most is finding the best technology solutions to solve the right problems at the right times for you, your team, and your organization.

Today’s guest is Sean Doyle, co-founder, principal, and director of strategy at FitzMartin. Sean applies the science of behavior change to the art of sales and marketing. Rather than only choosing to make decisions based on thoughts and emotions, choose to use the power of data.

 

Some of the highlights of the show include:

  • Reason Behind Sean’s Book: Change how B2B marketers are respected or not
  • FitzMartin: Modern marketing/sales that demonstrates ability to provide products
  • Point of View: Comes from behavioral science—how people change
  • Changing for Good: Book on transtheoretical theory of behavioral science
  • Firings/Failures: Focus framework on capital and commitment to measurement
  • Martech: Why it continues to expand? Measurable and customer-focused
  • Vanity Metrics: Meaningful when understood by peers, clients, or customers
  • Problem: Takes talent to read data, view analytics, and communicate effectively
  • Martech Behavioral Science Categories:
    • Demand generation
    • Sales enablement
    • Customer success
  • Simplify Scale: Ease of use wins over powerful and sophisticated martech
  • Sales Barrier/Gap Analysis: Audit of all sales and marketing efforts
  • Subjective Theory of Value: Three ways people buy
    • Revenue gain
    • Cost reduction
    • Emotional and strategic contribution

 

Links:

Aug 4, 2020

It may be a cliche, but it remains true that nothing is certain for business right now and in the future due to the COVID-19 pandemic. Brand building is a long-term sport with no finish line.

Today’s guest is David Lemley, a brand strategist with Retail Voodoo. He has worked with beloved brands, including Starbucks, REI, and KIND. David describes what steps to take to future-proof business and brands to thrive and survive for sustained success.

 

Some of the highlights of the show include:

  • Branding’s Value: More than a logo—develop a truly authentic brand built to last
  • Past Background: Branding used to be all about making marks and doing things
  • Present and Future Branding: Promises you make, keep, and feel
  • New Things: Help food, beverage, wellness, and fitness brands win market share
  • Future-proof Brand: Plan to survive and thrive during unforeseen circumstances
  • Consequences: Loss of market share and impacts partner/customer relationships
  • Essential Component: Data and research from brightest minds erodes resistance
  • Future-Proof Process: Understand core audience to anticipate changing needs
  • Building Blocks: People view brands as personal identity with values and morals
  • Tasks, Tactics, and Tips: Read David’s book, Beloved and Dominant Brands
  • Vectors: Ingredient/technology, consumer preferences, worldwide, and relevance

 

Links:

 

Jul 28, 2020

How can you make remote work actually work? The right technology stack and the right processes to work from home on a distributed team.

Today’s guest is Lars Helgeson from GreenRope. Based on Lars’ two decades of 100% remote work experience, he offers simple and practical advice to pair technology with  processes that establish a solid, remote-working foundation.

 

Some of the highlights of the show include:

  • GreenRope: CRM/marketing automation software in single, unified platform
  • Simplify Complexity: Successfully scale company by shifting toward remote work
  • Advantages: Freedom and flexibility to work when and where you want
  • Disadvantages: Not ideal for those needing space, structure, and office/cubicle
  • Remote Work Necessities: Internet connection and quiet workspace
  • Focus: What do you need to get work done? Requirements and right tools
  • Data: How to create and distribute it to hold people accountable?
  • Processes: Manage, control, understand, and document how people do things
  • Structure: People need to have structure and know what they’re working toward
  • Key to Success: Solid CRM that has all data fully integrated, built into platform
  • Work-from-Home Policies: Mistakes made due to lack of structure and planning

 

Links:

Jul 21, 2020

How can businesses and marketers adapt to rapidly changing circumstances, such as COVID-19? Seek reassurance and practical advice to move forward when there’s no clear end in sight. Not only survive, but thrive.  

Today’s guest is David Schneider, CEO of Shortlist.io, a digital marketing agency. David understands how to handle challenges that affect businesses, marketers, and clients. 

 

Some of the highlights of the show include:

  • Challenges: Budget cuts, resource constraints, adjusting KPIs, building network
  • Networking Concept: Recognize importance of recession-proof buffer for career
  • Human Connection: Reach out to others and acknowledge/recognize importance
  • Cultivate Relationships: Who do you admire/follow on social media channels?
  • Natural Ice Breaker: Start a conversation by checking in; still happy and healthy?
  • Marketing Copy and Conversion: Pivot messaging away from content cliches
  • Growth: Despite less money and resources, work more efficiently and effectively

 

Links:

Jul 14, 2020

What does it take to make sponsorships successfully work? Turn one-off transactions into powerful, long-term relationships between brands by picking the best partners and proving ROI.   

Today’s guest is Ken Ungar, founder and president of CHARGE, a sponsorship marketing agency. Also, Ken’s a former chief executive for the Indianapolis Motor Speedway and author of Ahead of the Game: What Every Athlete Needs to Know About Sports in Business

 

Some of the highlights of the show include:

  • Take CHARGE: Unlock power of sponsorship to accomplish business objectives
  • Third-Party Validation: Marketers convince consumers, sponsors transfer affect
  • Partners and Collaborators: Choose wisely to create a positive relationship
  • Potential Sponsors: Know/share audiences; identify brand/property reputation
  • Pitch Perspectives: Create win-win attitude when attracting or selling sponsors
  • Relationship Results: Both sides benefit; if nothing’s invested, nothing’s gained
  • Strategy, Plan, Work: Leverage and activate relationship to make it mutually beneficial
  • Mindful Mistakes:
    • Understand audiences via discussions, surveys, and data
    • Activate sponsorship to advertise benefits
    • Measure success or plan to fail
  • Stakeholder Sponsorship Skepticism: Convince with case studies, testimonials

 

Links:

Jul 7, 2020

Everyone knows the COVID-19 pandemic has impacted sales, marketing, and businesses worldwide. Uncertain times call for empathy to best serve others.    

Today’s guest is Jim Benton from Chorus.ai, a conversation intelligence platform. Early on, Jim and his data science team recognized the need to crunch and record a lot of numbers to analyze how customer bases are adapting and adjusting to changes.

 

Some of the highlights of the show include:

  • Daily Briefing: Share unique and empowering productivity, sales, business data
  • Weekly Briefing: Bring rich data and best practices to market to adjust/reopen
  • Why bring CFOs into sales calls? Rationalize numbers and reduce friction
  • Extreme/Outsized ROI: Present with clarity, rigor, and above-the-line selling
  • Human Side of Problem Solving: Challenging events create massive change
  • Leadership: From chaos to sanity through data-driven coaching to grow people
  • Intimidating Interactions: Team effort, roles to play, and desired outcomes
  • Collaboration: Offer equal access to rich data, come together to solve problems
  • Future Trends: Dealing with even bigger issues, not related to COVID

Links:

Jun 30, 2020

How do you build long-lasting, mutually beneficial relationships with your best customers? Treat influencer marketing more like relationship building and less like a cash transaction.    

Today’s guest is Magda Houalla, Director of Marketing Strategy at AspireIQ. She describes how to elevate influencer marketing beyond clichés to achieve results.

Some of the highlights of the show include:

  • Influential Evolution: Find influencers, manage relationships, analyze results
  • What it means to be influential? Focus on product for community building
  • Who is influential? Customers, enthusiasts, subject matter experts, employees
  • Business Objectives: Self-serve access to technology and relevant information
  • Where to begin? When overwhelmed with possibilities, focus on personalization
  • Fan of Brand: Target audience, customer personas, and values-first approach
  • Start with a Story: Value-focused pitch and communication are key elements
  • Building-type Mindset: Engage and approach people with more of a relationship
  • ROI: Exponentially greater over long-term than waving money in someone’s face
  • Next Step: Provide value beyond money and products via experiences
  • No Fear: Don’t be afraid to amicably end a partnership with people
  • Marketing Mistakes: Everyone in community is an extension of your business

Links:

Jun 23, 2020

Good content with bad design equals bad content. Good design can be expensive and hard to scale, but the value of quality graphic design can’t be overstated. 

Today’s guest is Russ Perry from Design Pickle, a flat-rate creative services platform. What’s the catch? Never pay more than a monthly subscription. Get help with your branding and design without breaking the bank, or settling for below-average work.

Some of the highlights of the show include:

  • Scale investment by allocating design resources without cutting corners
  • Challenges: Find good talent, attract customers, take competitive advantage
  • Brand: More than just a logo; communicate through visuals and creativity
  • Mistakes and Excuses: No time, money, or understanding of good vs. bad design
  • When design needs outpace resources: Narrow niche, segment needs, and select specialists
  • Trolls: Trigger reversal by providing help and proving your value to haters
  • Create/Update: Communicate confidence to reflect niche, audience, and value
  • FreshStock: Stock asset library of templates and visuals save time and money
  • Fix, Revise, Grow: Nothing’s going to break in the world, if you just start creating

Links:

Jun 16, 2020

Some apps skyrocket, while others fly under the radar and fade away. Apps that succeed apply simple, yet effective tactics that drive rapid growth and sustain revenue.

Today’s guest is Sean Casto, founder and CEO of PreApps. Sean’s #1 app marketing agency in the United States offers proven strategies and techniques to achieve launch, download, and other goals for apps.

Some of the highlights of the show include:

  • 10X Revenue Model: Sean’s straightforward framework for building, scaling apps
    • Step 1: Increase sales conversions
    • Step 2: Increase prices and premium offers
    • Step 3: Increase frequency of sales per user
    • Step 4: Increase product offerings
  • App Stats:
    • 90% of marketplace apps make less than $500 per month
    • 80% of app’s revenue comes from 20% of app’s customers
  • Roadmap: Begin with end in mind without reinventing wheel, getting distracted

Links:

Jun 9, 2020

Stuck in a rut at work? Bored beyond belief? If you’re thinking about or wanting to change jobs and careers, consider the following: How long will it take to learn new skills? Will it affect your income? Are jobs available? Will it make you happy?

Today’s guest is Kevin Urrutia, a former software programmer at Mint that now runs the Voy Media marketing agency in New York City. Kevin knows exactly how some of you feel. He shares useful insights and nuggets of career development wisdom.

Some of the highlights of the show include:

  • Why change careers? Curiosity, necessity, and desire to do what you do best
  • Mindset Shift: From tech hackathons to marketing startup and SEO skills
  • Facebook Advertising: Learn by doing to grow in marketing industry
  • Career Advice and Questions to Ask: What do you enjoy, even in tough times?
  • Strategies: How to do Facebook ads, SEO, Amazon—instead, start from scratch
  • Stay Connected: Keep up with what people are saying via social groups
  • Mistakes Made: Courses/coaches accelerate learning; avoid imposter syndrome

Links:

Jun 2, 2020

Collaborative ideation isn't always easy because everyone has ideas and opinions. You can’t execute every idea all the time, but need to narrow the list and make sure input is heard and time is respected. So, how do you filter and service only the best ones?

Today’s guest is Sean Ironside, global brand director for EGYM. He describes how to develop a sound process when creativity and ideation are at odds. It just needs to be consistent to workout for everyone and everywhere.

Some of the highlights of the show include:

  • EGYM: Global provider of fitness hardware and software
  • Responsibilities: Coordinate branding efforts across departments, teams, offices
  • Ideation Process: Creative, collaborative, and effective consistently
  • Replicate Remote Process: Successful solution⁠—no matter the size
  • Disconnected Differences: Process/platform meets maturity, needs, and culture
  • Step-by-Step:
    • Create or modify existing idea
    • Identify subject matter experts (SMEs)
    • Identify group to ideate
    • Share knowledge of past and future possibilities
    • Perform design dash with all kinds of people from different disciplines
    • Onboard by adding information that shapes knowledge of problem
    • Identify and advocate solutions to follow or further develop
  • Challenges: Overcome communication, physicality, priorities, and timelines
  • Healthy ways to accept and provide criticism or feedback
  • Get Unstuck: Unblock, walk away, and leverage resources

Links:

May 26, 2020

How can you grow your marketing career with just a few years of experience? Through the power of personal branding. But you better get started now—just ask an accomplished and successful 24-year-old entrepreneur from down under.

Today’s guest is Lachlan Kirkwood, a digital marketing and conversions specialist who established ClickThrough, a startup that connects marketing talent with some of the biggest brands in the world.

Some of the highlights of the show include:

  • Personal Branding: Why it matters for marketers to add value
  • Sole Intention: Build blog to practice digital marketing skills, not to build business
  • Personal Brand Portfolio: Know, engage, leverage audience to iterate content
  • Personal Brand Benefits: Agencies serve as source to attract new clients
  • Distribution Channel: Personal branding and team members remain active
  • How to get started on personal branding? Start small and set low expectations
  • Biggest Barriers: Being a perfectionist and fear that your opinions aren’t valuable
  • Highs and Lows: Personal branding should be based around storytelling
  • Consistency and Persistence: Forget performance metrics, results will happen
  • Life is Business: Common mistakes marketers make with personal branding

Links:

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:

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