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Actionable Marketing Podcast

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Now displaying: May, 2021
May 25, 2021

Are you frustrated being on an in-house marketing team working with external agencies? And vice versa? Client and agency relationships can turn sour for several different reasons, such as unreasonable expectations, misaligned objectives, overselling capabilities, or poor communication of needs.

Today’s guest is Tyler Elliston, founder of Right Side Up. Tyler talks about how his company is structured to set up client relationships for mutual success using basic philosophical and strategic approaches. Actual measures and practical guidance can prevent and avoid problems from starting in the first place. 

 

Some of the highlights of the show include:

  • Right Side Up: What goes wrong and what should be done
  • Both Sides: Tyler was a marketer and one of those difficult clients to work with
  • Differentiators: Pricing, in-house staffing support, and indexing individual talent
  • Wrong Workarounds: Use agencies as transactional vendors, hire/fire managers
  • Control and Commitment: Lack of ownership mentality and product/market fit
  • Radical Transparency: Figuring out frustration and honest about what’s needed
  • Challenges: Starting business and building systems without sacrificing quality
  • Solution: Hire great people to help solve problems and scale business
  • Structure: If not aligned with client’s desires/interests, it’s not the individual’s fault
  • Customer Satisfaction: Apply client mindset and treat business as if it’s your own
  • Difficult to deal with?
    • Apply high standards
    • Set clear expectations
    • Deliver on and strive to exceed them
    • Treat people like people

 

Links:

 

Quotes from Tyler Elliston:

“Ultimately, our goal is to help them build a best-in-class organization that consists of full-time people, agencies (not us - Right Side Up), whatever sort of makes sense for their business. So, we try to take a more kind of holistic approach to their success.”

“We really index on individual talent. We really believe that great marketing comes from great marketers.”

“I felt like I had relatively little control over the talent I was working with.”

“In a lot of cases, the problem is not the person. A lot of times, the problem is the structure that the person is in.”

May 18, 2021

Diversity, equity, and inclusion, or the ‘DEI’ initiatives, have received increased attention for a wide variety of reasons. How and why should marketing leaders and teams implement effective DEI programs and strategies? The consequences for not understanding what DEI means does matter.

Today’s guest is Jimi Vaughn, a DEI consultant and expert. He talks about making a case for DEI by aiming for both the head and the heart of organizations’ decision makers and internal stakeholders.

 

Some of the highlights of the show include:

  • DEI: Diversity is state of things; Equity is fair treatment; Inclusion is belonging
  • DEI Strategy: Communication and connecting with audience about business
  • Bottom Line: Understand the $3.9-trillion buying power of minority groups
  • Dismissing DEI: Incorrect belief of discrimination, exclusion is hatred, intention
  • Default Assumption: Everyone’s norm is the same or close enough to yours
  • Reality: We’re more alike than different, but we still have significant differences
  • Decisions: Embrace, celebrate, recognize, understand, and realize impact
  • Cultural Values: Who and how we value different people in different stages of life
  • Resistant to change? Start the conversation to build a fact-based case
  • Starting Steps for DEI Strategy:
    • Look internally at team to determine if and why perspectives are missing
    • Listen and engage by cultivating collaborative environment to contribute
    • Tie actions back to purpose and know the why to make better choices
    • Establish key performance indicators, benchmarks to measure success
  • Cancel Culture:
    • Hold people accountable
    • Audience demands better
    • Recognize buying power
    • Key analytics tell a story
    • Utilize feedback and evidence

 

Links:

 

Quotes from Jimi Vaughn:

“When I talk about diversity, I’m really referencing the traits and characteristics that makes us all unique.”

“Equity is really about fair treatment, where equality is about the same treatment. Sometimes, equality isn’t necessarily fair.”

“I do believe that there’s an ethical responsibility for organizations and marketers and basically any business to be thinking about these types of things.”

“It would be foolish to not understand the buying power of minority groups.”

May 11, 2021

How can smaller companies compete against bigger businesses? Agile marketing is a methodology that helps companies work more efficiently and effectively to produce better outcomes.

Today’s guest is Andrea Fryrear from AgileSherpas, an agile marketing consultancy. Andrea talks about how companies can leverage limited resources the right way by having a plan and path to follow and drive outsized outcomes.

 

Some of the highlights of the show include:

  • What is agile marketing? Focus on ideal customers to get value to them faster
  • Key Benefits: Customer centricity and niche down for market share
  • Starting Point: Get back to basics to identify and prioritize high-value work
  • Dynamic Visibility: Take time to figure out and manage what’s important or not
  • Disciplined Process: Set work-in-progress limits to avoid shiny object syndrome
  • Generate Results: Get more done by doing less to accomplish goals
  • Baseline: Implement agile to measure process improvements, marketing metrics
  • Potential Problems: Lack of understanding, misconceptions of agility + marketing

 

Links:

 

Quotes from Andrea Fryrear:

“If it’s not getting you anywhere, then that speed is just waste. It’s wasted energy.”

“Agile does all of its optimization and its speed and its waste reduction to deliver value to a customer faster.”

“What do we need in order to effectively identify the high-value work and prioritize the high-value work? We need to know everything that’s out there. Everything we are doing compared with everything we could be doing.”

“Agile is meant to apply holistically across all the work that a team does.”

May 4, 2021

Are you a hiring manager responsible for building a marketing team? An internship program should not be an afterthought. Take the time to select candidates and support interns effectively to be productive team members and get a good start on their career.

Today’s guest is Owen Piehl, CoSchedule intern, who shares insights about how to get an internship for a specific role with limited experience. Owen talks about what college students and hiring managers need to know to make marketing internships successful.

 

Some of the highlights of the show include:

  • Why CoSchedule? Company’s marketing mission, culture, values, and content
  • Company Research: Is it what you want to do? Submit application, interview prep
  • Skills: Highlight strengths, not weaknesses to workaround lack of experience
  • Other Opportunities: Networking led to Congress and newspaper connections
  • High Standards: Learn to accept edits and feedback; don’t take it personally
  • Fear of Failure: Believe in abilities/skills and go for things to make them happen
  • Right Decision: Do what’s right, build trust, allow room to make mistakes, grow
  • Onboarding: Broad overview to gain understanding of role and responsibilities

 

Links:

 

Quotes:

“I started out as the social media intern. That’s what I got hired on as with little social media experience, I might add, and then now I’ve made the transfer over to the content editor intern.” Owen Piehl

“I was looking for something where I could get into marketing a little bit, learn a little more about just how marketing teams work. As I was researching, I saw a few openings for CoSchedule, and I did some research on the company.” Owen Piehl

“(Owen) You chose to focus on how your skills fit the role, rather than how your experience fit the description.” Ben Sailer

“Ask yourself what skills you have right now that might transfer. Combine that with a dedication to never stop learning, and you just might surprise yourself with what you can achieve.” Ben Sailer

“One thing I really appreciate about CoSchedule is it’s very results oriented.” Owen Piehl

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