Responsible Marketing is Good for Business: w/ Chad Hickey and Lauren Burke

The Marketing Mix: Thought-starters for B2B Business Leaders

The Marketing Mix: Thought-starters for B2B Business Leaders

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How To Replace A $100,000+ Salary Within 6 MONTHS Through Buying A Small Business w/ Alex Kamenca & Carley Mitus 57:50

52 weeks temu57:50

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Alex (@alex_kamenca) and Carley (@carleymitus) are both members of our Action Academy Community that purchased TWO small businesses last thursday! Want To Quit Your Job In The Next 6-18 Months Through Buying Commercial Real Estate & Small Businesses? 👔🏝️ Schedule A Free 15 Minute Coaching Call With Our Team Here To Get "Unstuck" Want to know which investment strategy is best for you? Take our Free Asset-Selection Quiz Check Out Our Bestselling Book : From Passive To Passionate : How To Quit Your Job - Grow Your Wealth - And Turn Your Passions Into Profits Want A Free $100k+ Side Hustle Guide ? Follow Me As I Travel & Build: IG @brianluebben ActionAcademy.com…

rok temu 37:45

MP3•Źródło odcinka

Responsible Marketing is a valuable part of building brand reputation
Any initiative should be an integral part of your marketing strategy
A senior marketer has to be the internal champion for this to succeed
Take time to educate the Sales team on the benefits to the sales process
KPIs should ideally align with existing metrics, to ensure buy-in across the company

Resources:
Connect with Lauren here
Connect with Chad here

29 odcinków

#Business #Marketing #Steve Cummins - Solent Strategies #B2B Marketing #Technology Marketing #B2B #Fractional Cmo #Marketing Consultant

The Marketing Mix: Thought-starters for B2B Business Leaders

Responsible Marketing is Good for Business: w/ Chad Hickey and Lauren Burke

The Marketing Mix: Thought-starters for B2B Business Leaders

published rok temu

Udostępnij

MP3•Źródło odcinka

Responsible Marketing is a valuable part of building brand reputation
Any initiative should be an integral part of your marketing strategy
A senior marketer has to be the internal champion for this to succeed
Take time to educate the Sales team on the benefits to the sales process
KPIs should ideally align with existing metrics, to ensure buy-in across the company

Resources:
Connect with Lauren here
Connect with Chad here

29 odcinków

#Business #Marketing #Steve Cummins - Solent Strategies #B2B Marketing #Technology Marketing #B2B #Fractional Cmo #Marketing Consultant

Wszystkie odcinki

The Marketing Mix: Thought-starters for B2B Business Leaders

1
The Sendoso Marketing Journey. A conversation with Kris Rudeegraap, co-founder and CEO 34:32

28 weeks temu34:32

34:32

On this episode, I talk with Kris Rudeegraap , CEO of Sendoso , about his journey from software sales - where he spotted a gap in the market - to being a company founder, and then the first CMO. He details Sendoso's early marketing strategies, including building a robust CRM database, focusing on field and event marketing, and creating educational content to establish their category. Kris goes on to talk about the importance of data-backed content, SEO strategies, and creating content for different levels of the organization. And we discuss the challenges and benefits of category creation, and the value of event marketing for startups. Our conversation also covers the evolution of Sendoso's marketing team, from initial hires to scaling up. And, naturally, the effectiveness of gifting as a marketing tactic. Note: This episode is not sponsored by Sendoso. Kris was invited on the show as a guest. Resources: Connect with Kris on LinkedIn Read the HockeyStack report on Revenue Impact of Gifting…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Is Google losing its grip on B2B marketing? 16:33

35 weeks temu16:33

16:33

If you’re a founder or CEO of a growing business, you've probably been told that you have to focus your marketing around Google. Whether that’s ranking highly for a specific phrase or a set of keywords; or investing in ads to get more people to your website. Both of which can get expensive quickly! And there's a good chance that all this effort has left you frustrated. The game has changed drastically over the last year or two - impacting the value of both SEO and Google Ads. On this episode, we explore the changes in the landscape; look at how people's search habits have changed; and talk about the evolving role of Content Marketing to take advantage of the strategic shift. Resources Peter Caputa Linkedin Post - " Most companies should stop publishing educational content to their website for SEO purposes. It's like buying real estate in an undesirable neighborhood." Rand Fishkin Video Post - "Clicks are dying. Attribution is dying. The way we've done digital marketing for 25yrs is dying." Chris Walker Linkedin Post "Google paid search is often by far the largest expense across the entire Marketing budget and simultaneously the lowest performing investment."…

The Marketing Mix: Thought-starters for B2B Business Leaders

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B2B Websites that Convert | A Conversation with Sam Dunning of Breaking B2B 35:21

40 weeks temu35:21

35:21

If you’re running a B2B tech company, you want your website to generate leads, and convert interest. Yet so many websites are built for vanity, not revenue. And that’s Sam Dunning’s goal with Breaking B2B - to change the way that tech companies and SaaS providers think about their web design. The website should be the hub to which you drive all of your marketing programs. And yet many of them are designed around good looks and fun messaging – rather than on educating prospects, and capturing their interest. So we discuss some common pitfalls of sites that fail to connect, and Sam shared three approaches he uses to craft clear headlines and positioning statements. We also covered the importance of having more than just pricing on your pricing pages; and how to construct a low-friction “book a demo” process. Plus Sam talked a little about his personal branding strategy which borrows from popular social media trends. Key Takeaways: 1. Design for the Audience : A website should focus on the pain points of the target audience. Not the preferences of internal stakeholders 2. Clarity Over Complexity: Use straightforward headlines that avoid cliches and jargon; and clearly state the value proposition and benefits. 3. Transparency Builds Trust : Open pricing and accessible demos streamline the sales process, and reduce time wasted on unqualified prospects 4. Expand your Pricing Page: Incorporate social proof, such as client testimonials, case studies, and FAQs, to address common objections 5. Engaging Demos: Wngaging product demos, either through videos or interactive tools, allows visitors to understand the product's value quickly and effectively. Resources: Connect with Sam on LinkedIn Listen to – or watch - his Breaking B2B Podcast For more on Sam’s tips to build a killer B2B tech website, check out Episode #390 “Craft a SaaS Website That Converts Like Crazy” And for my England-based listeners, here’s Sam’s SEO-based spoof of “ It’s Coming Home ”…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Keeping Up With Marketing Trends 15:18

45 weeks temu15:18

15:18

I was on my way to the New Jersey Digital Marketing Conference recently. And it occurred to me that the way we keep up with the latest in marketing strategy and techniques has changed significantly. A few years ago, it was all about in-person events, networking, and reading a few books. Now - post-covid - much of our marketing education is digital. TikTok, webinars, social media and, yes, podcasts. And as AI becomes a bigger and bigger part of the conversation, where do you go to keep up with the trends? On this episode, I run through the options, and share my own approach. Resources: Section - Online business courses (very AI and marketing focused) Rutgers Mini-MBA Programs - Virtual and in-person courses The Marketing Book Podcast Smart people who I follow: Rand Fishkin (SEO) Eli Schwartz (SEO) Ethan Mollick (AI) Nicole Leffer (AI) Andy Crestodina (Content) Cocktail Recipe: The Mexican Monk (but replace the tequila with mezcal!)…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Building a Marketing Flywheel: Momentum through Community w/Chris Delany, CEO of Semgeeks 27:44

50 weeks temu27:44

27:44

I’m talking with Chris Delany , the CEO of Semgeeks, about how the world of B2B digital marketing is changing. We look at the transition from basic SEO tactics and website design, to a full-bore strategy focused on creating a community across multiple channels. Chris explains how he’s shifted to a more integrated, multi-touch approach that focuses on a complex customer journey instead of the more traditional sales funnel. This reflects a broader change towards building a community, that keeps potential customers interested with everything from short-form videos to live events. And so we dig into the idea of a marketing 'flywheel' – using an integrated strategy to build momentum over a period of time, leading to deeper customer loyalty. And at a time when live events are struggling (at least, in terms of pay-to-play sponsorships), Chris talks about the bet he’s placed on creating the New Jersey Digital Marketing Conference . Resources: Connect with Chris on LinkedIn Check out Chris’s agency, Semgeeks Sign up for the NJ Digital Marketing Conference…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Responsible Marketing is Good for Business: w/ Chad Hickey and Lauren Burke 37:45

1 year temu37:45

37:45

Responsible Marketing; Sustainability; Eco-friendly business practices. Whatever you call it, companies are increasingly exploring how to “do better.” And on this episode, we explore how businesses can embed Responsibility directly into their marketing strategies. Chad Hickey, CEO of Givsly ; and Lauren Burke of Ljs Advisory, share their experience in integrating these practices into B2B events and campaigns. Reducing unnecessary tradeshow swag; creating thoughtful event activations; and showcasing company values in advertising and outreach. There are many ways that Responsible Marketing can be embedded in the strategy. We also discuss the motivation for companies to adopt this approach - to reflect their internal values; appeal to an increasingly tuned-in customer base (we’re looking at you, Gen Z); or respond to their employees’ expectations. And provide some guideposts for marketers and business owners who are looking to get started. Key Takeaways: Responsible Marketing is a valuable part of building brand reputation Any initiative should be an integral part of your marketing strategy A senior marketer has to be the internal champion for this to succeed Take time to educate the Sales team on the benefits to the sales process KPIs should ideally align with existing metrics, to ensure buy-in across the company Resources: Connect with Lauren here Connect with Chad here…

The Marketing Mix: Thought-starters for B2B Business Leaders

1
SEO and AI: The value of the" Human Layer" w/ Greg Brooks, CMO of SearchTides 37:58

1 year temu37:58

37:58

If you’re worried about how “search” is going to be impacted by AI…then you’ve clearly been paying attention! But beyond all the hype, what are the most likely outcomes in the next year or so. Should your SEO strategy be changing? Should your marketing investment be going in different places? Greg Brooks and his team at SearchTides spend their time thinking through these exact issues – based on data and their own experience. And on The Marketing Mix, Greg shares some of his thoughts on the changes that are already happening. And how marketers and business owners should be adapt. We start off by talking about foundational elements of SEO; consider the long term value of content marketing as a search strategy; and think through the overall marketing approach as search becomes smarter. Will the "Human Element" be the thing that makes the difference, and keeps you ahead of the game? Key Takeaways: Current SEO best practices - authority, relevance, and technical optimization - will continue to be the bedrock of search. But we need to consider an additional “human” layer to boost its value. If AI is driving the cost of producing content to zero, how do you add value? Expertise and Experience are the areas where human input can improve on AI generation Google's continued focus on 'helpfulness' should guide the strategy, rather than looking to AI-specific tactics and shortcuts. Make your content useful, and – whatever Search becomes - it will be found. Find Out More: Connect with Greg on LinkedIn Read more about SearchTides , and dig into their research Timestamps: 05:20 The Role of SEO in Business Growth 08:40 Impact of AI on Content Marketing 14:15 Google wants to be Helpful 26:15 The Human Era of SEO: 36:00 A Drink at The Search Bar…

The Marketing Mix: Thought-starters for B2B Business Leaders

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AI in Marketing: How to get started on your AI journey 26:31

1 year temu26:31

26:31

Are we ready to take advantage of AI in Marketing yet? Sam Altman, CEO of OpenAI, is quoted as saying that AI could automate 95% of tasks currently performed by marketing agencies. I don’t agree with the number, but it’s a bold enough statement to pay attention to. And, for sure, AI is going to have a significant impact on how we “do” marketing over the next few years. So in this episode, I talk through the options that marketers should consider as they start to look into AI; share some examples and use cases of how to incorporate AI into your daily workflows; and consider where we might be with AI tools a year from now. Really, though, this episode is an encouragement to “Just Do It” (to use a turn of phrase!). If you’re not yet using AI, it’s time to roll up your sleeves and start to play around with AI tools - whether that’s a standalone AI assistant like Chat GPT or Claude; or tapping into the AI features of the software you’re already using. And we’re giving you some pointers to get your journey started. Plus, since the subject of Large Language Models and AI in Marketing is constantly changing, I share some of the resources I’m using to stay ahead of the curve!. See below: Timestamps: 04:35What to think about when you think about AI 07:05Which AI Assistant should you use? 12:10Three use cases to get you started 19:20How is this going to change the way we work? Articles and Newsletters mentioned in this episode: Sam Altman’s “95%” quote. Link “Best Practices for Working with Large Language Models” - The New Stack column, by Jon Udell. Link “Claude 3: ChatGPT finally has a serious rival" - Understanding AI Newsletter by Timothy Lee. Link “Your guide to Google Gemini and Claude 3.0, compared to ChatGPT” - AI for Good Newsletter by TarenSK. Link "Which AI Should I Use?” - One Useful Thing Newsletter by Ethank Molik. Link “Microsoft promises Copilot will be a 'moneymaker' in the long term” - The Register. Link The Gartner Hype Cycle. Link Fuggedaboutit Cocktails “Bot” By Michael A McConachie - Link The Mobster Mirage Cocktail Recipe: [Verbatim, from the Fuggedaboutit Cocktails custom GPT] 1 oz Whisky: Pick a good one, something with character but not too overbearing. 1/2 oz Cointreau: For a hint of sweet citrus to brighten things up. 1/2 oz Dark Rum: Adds depth and a bit of mystery. 1/2 oz Fresh Lime Juice: To cut through the sweetness and add some zing. Dash of Simple Syrup: Only if you like it a bit sweeter, see? Garnish: Lime wheel or a twist, for that touch of class. Chill Your Glass: Get a nice cocktail glass and fill it with ice or stick it in the freezer for a bit to get it nice and frosty. Mix Ingredients: In a shaker, combine the whisky, Cointreau, dark rum, fresh lime juice, and simple syrup if you're using it. Fill that shaker with ice. Shake It Up: Shake it like you mean it, but with respect Strain: Strain it into your chilled glass. You want it smooth, with no ice chunks crashin' the party. Garnish: Add that lime wheel or twist. It's like the suit jacket on a well-dress…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Engage, Deliver, Repeat: Where Marketing and Delivery Meet w/ Chris Heffernan, Founder and CEO of Dlivrd 33:57

1 year temu33:57

33:57

In this episode, we talk with Chris Heffernan, the co-founder and CEO of Dlivrd . Think DoorDash, but for restaurant catering and same-day food delivery. Chris shares his insights on marketing as a founder, and how it has helped him scale his business. He discusses Dlivrd's unique positioning in the delivery ecosystem, at the intersection of technology, logistics and customer experience. They’ve created a business culture around the importance of a positive driver experience and building strong relationships with their partners – Chris tips his hat towards the “Happy cows make better milk" slogan from California! And that’s the main thrust of their marketing too - focused on events that celebrate and engage the drivers, and then taking content from those events to share through media channels. Chris is a big proponent of using video in marketing, and shares his tips on how to get started with shooting your own material. He may not take all his business advice from Instagram(!), but he sure knows how to get attention through his very personality-driven videos Key Takeaways: Hosting driver events and creating engaging content from these events has proven to be an effective marketing tactic Realtors put their photos on business cards for a reason. How do you create that emotional connection? If you’re not comfortable with being on video, start with a voiceover and some b-roll Chris believes in making marketing fun and enjoyable, focusing on projects that highlight the company's core values. If it’s not fun, he’s not interested! Resources: Check out Dlivrd’s story here Connect with Chris on LinkedIn here And watch the pizza challenge video here !…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Positioning: The Why, the Who, and the How w/ Sharon Scott 35:43

1 year temu35:43

35:43

Positioning is a fundamental part of marketing strategy. But it’s not always explicitly defined, particularly in small, fast-growing companies. In many cases, it’s based purely on the original intent of the founder, and reflects early-adopters. But as a business scales, it’s worth taking time to think through the Why/Who/How of your product or service, so you can develop the messaging and the Go-To-Market strategy that’s going to have an impact. Sharon Scott knows how to craft a positioning statement. As a marketing strategist and founder of OtterScope, Sharon works with companies to define their place in the market. And in this episode of The Marketing Mix, she shares the frameworks and strategies she uses to get to the “why” of brands and products. We also discuss how marketing acts as the bridge between internal stakeholders, and the alignment of Product and Marketing teams. And Sharon shares some thoughts on how AI might be used to assist in customer research and the positioning process. Key Takeaways: Positioning considers the "why" of a product combined with the "who" of the target audience, along "how" the brand adds value Even for tech products, a user’s emotional response is an important part of the positioning Don’t underestimate the value of unplanned, casual conversations across teams to break out of the silos AI tools might not be ready to play a major role in positioning, but they can help with early customer research tasks Connect with Sharon: Find Sharon on LinkedIn And check out OtterScope A couple of good reads: Positioning: The Battle for Your Mind - by Al Ries and Jack Trout. One of the classic books on the subject Crossing the Chasm by Geoffrey Moore. I mention this during the conversation with Sharon…

The Marketing Mix: Thought-starters for B2B Business Leaders

1
The Algo-Rythm is Gonna Get You | Improving LinkedIn, plus thoughts on Positioning 14:58

1 year temu14:58

14:58

To kick off Season Two, Steve talks about marketing topics that have been top of mind since the last episode. He talks about the current state of the LinkedIn algorithm, (not great, but better than the alternative!); the need to productize your offering, whether it’s an actual product or a service; and the importance of positioning and defining your niche. Steve also introduces his Marketing Mentor program, working with small businesses and their marketing “team of one” to build in-house capabilities and keep projects moving. Finally, he previews the line up for Season Two of The Marketing Mix. Links: “ The End of Social Media ” – The Economist The Marketing Mentor Program - More details Timestamp Summary 00:01:30 What’s wrong with the LinkedIn algorithm 00:04:45 Some steps to improve the quality of your LI feed 00:07:25 The Marketing Mentor Program 00:08:50 Positioning, and finding your niche 00:13:15 What’s coming up on The Marketing Mix…

The Marketing Mix: Thought-starters for B2B Business Leaders

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The Story So Far: [Season 1 Recap] What have we learned in the first season of The Marketing Mix? 29:31

1 year temu29:31

29:31

Search Engine Optimization; Demand Generation; and Content Marketing. Most of the conversations in this first season of the podcast have delved into one (or more) of these three key areas of marketing. In this final episode of Season 1, Steve selects a sound bite or two from each of his interviews, to remind everyone how smart his guests are! And to zero in on the #1 takeaway from each episode. He recaps his discussions with marketing practitioners, business owners, and an author. And he looks forward to 2024...and Season 2 of the podcast. Clips from previous episodes include interviews with Charley Karpiuk , Katie Kingsberry, Gia Laudi , Joan McGeough , Steffen Hedebrandt , Jesse Park , and Nikki Fabrizio . And they highlight discussions around how AI will impact SEO; how to run a better Google Ads campaign; asking your customers why they need your product; what a branding project looks like; why attribution matters; and how to maximize your investment in content marketing. Some of the key areas the guests talk about: Generative AI should not be used as a content generation tool for SEO, as it can be easily detected by search engines and deprioritized. Relevancy is crucial in Google Ads campaigns, with an unbroken line of relevancy between search terms, ad copy, and landing pages leading to successful campaigns. Messaging should be based on customer insights and experiences, rather than assumptions made by founders or marketers. Branding encompasses every experience that an audience has with a company, including visual, auditory, and emotional aspects. Customer stories can be found by working closely with sales teams, leveraging online reviews, and conducting interviews to gather authentic and engaging content. Marketing attribution should focus on making smart decisions by identifying activities that are wasteful and those that yield positive results.…

The Marketing Mix: Thought-starters for B2B Business Leaders

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A Practical Approach to Account-Based Marketing w/ Mason Cosby 41:59

1 year temu41:59

41:59

The term Account Based Marketing, or ABM. has been hijacked by companies promoting platforms and tech solutions. But in essence, it's a methodology for reaching strategic accounts more effectively. In this episode, Mason Cosby discusses the true definition of account-based marketing and how it can be a viable strategy for smaller organizations. He emphasizes the importance of focusing on the strategy rather than the tools and technology associated with ABM. Mason shares his concept of "scrappy ABM," which involves using existing resources and tools to target strategic accounts and drive results. He also highlights the need for alignment between sales and marketing and provides insights into activation plays and the use of podcasts as an ABM tool. Key Takeaways: ABM is fundamentally a B2B growth strategy that aligns sales and marketing around a set of shared target accounts. Smaller organizations can implement a scrappy ABM strategy by leveraging existing resources and tools to target strategic accounts and drive results. Activation plays, such as close lost campaigns and missed meetings, can be effective in re-engaging target accounts and driving pipeline growth. Podcasts can be a powerful tool in ABM as they provide an opportunity to build one-to-one relationships with target accounts…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Small Businesses Need Customer Research Too! A conversation with Justin Chen, co-founder of PickFu 34:11

1 year temu34:11

34:11

Every marketing book tells you to get closer to your customer. And honestly, we don't really need to be told that! But it's not always so easy to do that as part of your day-to-day - particularly if "customer research" means in-person focus groups or Voice of the Customer projects. Fortunately, getting customer insights is now much easier, with online platforms making it accessible to businesses with limited resources. And on this episode, I'm talking to Justin Chen , co-founder of one such platform, called PickFu . We discuss the types of questions online customer insights can be helpful with. We talk about combining this approach with A/B testing. And, of course, we look at how AI may change the landscape. Key Takeaways: Consumer research can be used for small decisions, like taglines or product photos Save your actual customer feedback for elements that are critical to the user experience Smaller B2B companies can now level the playing field by tapping into the quick-feedback data A/B Testing can be problematic with low-traffic businesses. Supplementing with consumer insights can reduce the risk; and provide written feedback Notes: Justin mentioned two podcasts that he listens to: Lenny's Podcast about product management Hidden Brain about human behavior…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Do you really need a website? Some thoughts on why you do, and how to make it happen. 15:43

2 years temu15:43

15:43

A recent Linkedin post got some traction by suggesting that not all businesses need a website. Which honestly, is a bit of a headscratcher. As my friend Tim Peter wrote in a counterpoint, that's like saying you don't need a phone number or an email address to run a business. On this week's episode, I talk through why you DO need a website, even if it's just a simple one. I discuss the types of websites and their function; and give some pointers on how to work with freelancers or an agency to build one for your business. And if you want an example of a simple Wordpress site that didn't cost an arm and a leg, check out my new site for Solent Strategies. Links: Read Tim Peter's Linkedin Post about websites here Subscribe to his "Thinks Out Loud" podcast here Find the Wordpress MarketShare Data here For more about building websites, listen to Episode 3 with Ian Loew And for the Bourbon/Chocolate experience, visit the Stitzel-Weller Distillery…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Case Studies: The Power of Customer Stories w/ Nikki Fabrizio 34:52

2 years temu34:52

34:52

In this episode of The Marketing Mix, we’re talking to Nikki Fabrizio about the power of using customer success stories - otherwise known as case studies - in content marketing. Nikki shares her experience in producing both written and video testimonials for a range of companies. She stresses the importance of finding the right clients for case studies - ensuring you have a diverse set of customers featured - and showcasing realistic, believable applications that have brought them results. She also provides tips on conducting interviews with clients and ensuring their authenticity shines through in the case study. We go on to talk about the dynamics between sales and marketing teams when it comes to case studies, including the benefits of collaboration and whether you need to provide incentives to bring in good stories. Nikki discusses the different approaches required for written case studies and video testimonials, and the relative strengths of each format. And she emphasizes the importance of accessibility in video content and the need for captions to ensure inclusivity. Key Takeaways: Case Studies are a great addition to your content marketing mix. And they don’t require as much resource as you might think. Focus on the client as the hero of the story, showcasing their challenges, the solution provided, and the tangible results Collaboration between sales and marketing teams is crucial in finding the right clients for case studies Incentives may not always be necessary to encourage customers to participate in case studies Written case studies are versatile, boosting SEO and easily shareable; while video testimonials can convey deeper emotion and authenticity Links: Connect with Nikki on LinkedIn Nikki recommends two newsletters: Marketing Brew Total ANNARCHY…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Linking B2B Marketing to Revenue via Customer Conversion Points | A Critical Step Before Marketing Attribution Makes Sense 15:41

2 years temu15:41

15:41

Marketing attribution sounds like a great idea. And in theory, it is. Particularly if you’re selling directly to customers via an ecommerce page on your website. In many B2B scenarios, though, you’re selling through distributors, channel partners or third party websites. It’s not easy to track a buyer from the moment they first interact with your brand, all the way until they buy a product. When you encourage your customers to purchase from a partner, that customer will - at some point - leave your brand ecosystem. So the trick for B2B marketers is to identify a conversion point that gives a strong buying signal in your system. And then evaluate your marketing effectiveness on reaching that conversion point. In this episode of The Marketing Mix, Steve walks through some approaches to identifying and measuring these conversion points. The first step on the path to building a marketing attribution model. Additional Information: Podcast episode discussing MQLs is here Drink of the Week - a Lodge Negroni…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Marketing Attribution: Understanding where your customers come from, w/ Steffen Hedebrandt 32:14

2 years temu32:14

32:14

You’re spending money on PPC ads, on improving SEO performance, and attending multiple events. How do you know which of these investments is paying off? That’s what Marketing Attribution is all about. In this episode of The Marketing Mix, we’re talking to Steffen Hedebrandt , CMO and co-founder of Dreamdata , about the importance of marketing attribution for small and mid-sized B2B companies. We discuss the challenges of tracking complex buyer journeys, and the different attribution models that can be used – from First Touch to Last Touch and everything in between. Steffen highlights the importance of data hygiene, and making sure you have your processes set up to collect the right data at the right time. So that you can then make informed decisions about marketing investments. And we talk about the limitations of Google Analytics for B2B attribution, where understanding account activity is as important as tracking individuals. Key Takeaways: Marketing attribution is about understanding the path or journey your customers take, to then focus on the most successful marketing tactics and scale them effectively. First-Touch Attribution: For B2B, particularly with long sales cycles, the first touch model can be very useful. It highlights the initial marketing activity that brings potential customers into the funnel Data Collection: Start logging data as early as possible. Ensure your website is tracked appropriately, salespeople log their interactions in CRM systems, and other digital traces of customer interactions are captured effectively. Tracking Accounts. B2B attribution requires an understanding of Accounts as well as people, which Google Analytics can’t handle directly. A first party data solution is required. Connect with Steffen on LinkedIn Read Dreamdata's take on Revenue Marketing here And check out Dreamdata's B2B revenue attribution platform Timestamps 02:30 Defining attribution 05:50 Justifying the investment 09:50 Comparing attribution models 18:55 Importance of collecting data early on for analysis 21:35 Limitations of Google Analytics for attribution 27:20 Finding proxies for good outcomes and shorter feedback loops…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Google Ads and PPC: Building a Great Campaign w/ Katie Kingsbery of RevKey 36:39

2 years temu36:39

36:39

Too many start-ups and small businesses waste their precious resources running Pay Per Click (PPC) campaigns without linking them to activity that drives new business. It’s easy to get dazzled by vanity metrics, instead of targeting prospects who are ready to make a decision. So on this episode, we’re talking about the best way to approach Google Ads and PPC advertising, with Katie Kingsbery , Senior Account Manager at RevKey . Katie discusses the mechanics of Google Ads, the importance of keyword selection and ad copy, and the value of tracking conversions that are valuable to the business. Making sure that your campaigns are optimized to reach people further down the funnel, who are ready to buy. Katie also shares tips for finding the right agency to manage Google Ads campaigns. Katie has seen this business from all angles - starting out on the media side with Tribune and The Wall Street Journal; then in the "belly of the beast" as an account manager at Google, and now with an agency, helping small businesses win in the PPC game. Key Takeaways: The Live Auction: It’s not only about having the best product; the placement of ads is determined by a live auction system that takes into account both the bid amount and the relevancy of the ad. The Foundations of a Successful Campaign: Two primary things to consider are keyword selection and ad copy, to reach users who are most likely to be ready to take a specific action, optimizing ROI. Offline vs. Online Tracking: Businesses can link offline interactions (like phone calls) to online ad spend, ensuring they have a full understanding of their campaign's success. Finding the Right Agency: Look for someone with transparency in pricing, and who doesn't make unrealistic guarantees about lead numbers. Where Katie keeps up with the latest in media and marketing: Media Post AdAge Search Engine Land Rand Fishkin , CEO at SparkToro Kara Swisher / Formerly of All Things Digital (WSJ) Timestamps 00:02:20 How Google Ads work and the auction system 00:05:00 Using Google Ads for a small businesses 00:08:00 Importance of keyword selection and ad copy in Google Ads 00:13:40 Counting revenue, not clicks 00:23:50 Taking a campaign from good to great 00:29:30 Finding the right agency to help you succeed 00:31:40 Pricing models for PPC and SEO agencies 00:33:30 Recommended resources…

The Marketing Mix: Thought-starters for B2B Business Leaders

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SEO: What you need to know about Search Engine Optimization w/ Charley Karpiuk 32:59

2 years temu32:59

32:59

If you know that SEO stands for Search Engine Optimization, but aren’t sure where to get started, then this episode is for you. Charley’s experience at Conde Nast, Google, and a number of start-ups has given him an insight into how SEO can be used to fuel the growth for brands and businesses. And in this conversation, he explains the four pillars of SEO that he considers whenbuilding a strategy, and how he approaches each one. We also talk about when and how to find an agency or freelancer to optimize your search engine program; and which metrics will help to make that successful. And Charley shares some of the resources he uses to stay up-to-date on the ever-changing SEO landscape. Key Takeaways: Brand credibility is an important backdrop to your SEO program The four fundamental pillars of SEO are on-page content, backlinks, technical optimization, and user experience. Quality on-page content that is valuable and useful to users is the biggest driver of success in SEO. Backlinks from authoritative websites indicate credibility and improve search engine rankings. SEO takes time, and anyone promising overnight success should be viewed with caution. Connect with Charley on LinkedIn here. Resources and tools Charley mentioned: Search Engine Journal The Moz Blog John Mueller on the Google Search Central Blog AHRefs SEMRush Timestamps: 02:00 Definition of SEO and its importance for businesses 03:00 Reasons to invest in SEO: increased traffic, cost-effectiveness, brand credibility 04:30 Importance of brand credibility 08:15 The four fundamental pillars of SEO: on-page content, backlinks, technical aspects, and user experience 09:00 The importance of high-quality on-page content 11:30 Organic search, SEO and Search Engine Marketing 13:30 Resources to learn about SEO 17:00 Finding the right agency and working effectively with them 24:30 Talking more about backlinks 27:00 The switch to Google Analytics 4…

The Marketing Mix: Thought-starters for B2B Business Leaders

1
The Four Pillars of Marketing | Position, Awareness, Demand, Enablement (PADE) 18:08

2 years temu18:08

18:08

When you think of marketing strategy, most people immediately refer to the Four P’s of Marketing – Product, Price, Promotion and Place. And while that’s a good starting place in theory, the reality of marketing - particularly in a small business or a start-up - is that you need a more action-oriented framework. On this episode of The Marketing Mix, I discuss a broader model known as PADE, which looks at the four pillars of marketing – Position, Awareness, Demand, and Enablement. By digging in to each of these areas, you can build a sound marketing plan, purposefully based around standard tactics. I talk about the Ideal Customer Profile (ICP) and buyer personas; why awareness is important (but tough to measure); the value of building a demand process, not just a set of tactics; and what you’re missing out on if you don’t pay attention to sales enablement. The PADE model is a solid framework for a Marketing Audit; it’s easy to explain to non-marketers; and it’s a useful communication tool as you roll out your plan across the broader organization. And since I didn't interview anyone on this episode (and so didn't ask for a favorite drink), below the resources, I've included a nice summer cocktail recipe that I tried this weekend. Enjoy! Resources The Four Pillars of Marketing (Steve's Linkedin article) Guide to Product Positioning by Qualtrics Brand Awareness for B2B by Brew Interactive How to Create an ICP by Cognism 5 Essential Steps in Demand Generation by Gartner Guide to Sales Enablement by Product Marketing Alliance The Frenchie , from Shake: a new perspective on cocktails 7.5oz of Rose Wine 3 oz Cointreau 1 cube of cane sugar Fresh berries Muddle the berries and sugar cube in a shaker. Add the wine, liquor and ice. Shake for 3 seconds Strain into a glass on the rocks Time Stamps: 0:45 | Introduction to marketing models and their importance 2:00 | Introduction to the PADE model 2:45 | Explanation of the first pillar: Positioning 4:40 | Importance of understanding ideal customer profile and buyer personas 8:00 | Explanation of the second pillar: Awareness 10:00 | Examples of awareness tactics and their impact 11:30 | Explanation of the third pillar: Demand Generation 13:00 | Importance of managing the lead process 13:30 | Explanation of the fourth pillar: Sales Enablement 15:20 | Overview of how the PADE model is used in practice…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Building a Marketing Function in a Small Business | A Conversation with Jesse Park, President of amplifi 37:58

2 years temu37:58

37:58

Steve interviews Jesse Park , President and Co-owner of amplifi . Jesse shares his journey of transforming the company from a print specialist to an agency that helps nonprofit organizations enhance their fundraising efforts , and how he built the marketing function from scratch. Jesse's background is not in marketing, but he recognized the need to improve the company's brand awareness and demonstrate their expertise by provide valuable resources to the nonprofit sector. Steve and Jesse discuss the challenges of marketing in a small business and the importance of aligning marketing efforts with business goals. Deciding on which of the pillars of marketing will have the most impact on growth - between brand awareness, product position, demand generation, and sales enablement – is critical when deciding on the initial strategy. They emphasize the need to hire for the specific skill sets that will drive results, rather than trying to find a marketing manager who can do everything. Jesse highlights their decision to intentionally repurpose content across different marketing channels and stages of the customer journey. By strategically using blogs, e-newsletters, case studies, webinars, and more, amplifi ensures their marketing efforts cover all areas of the sales funnel and drive both brand awareness and sales enablement. Managing a marketing team as a small business owner can be challenging, especially when juggling other responsibilities. Jesse talks about the importance of aligning marketing metrics with revenue and incentivizing marketing efforts accordingly; and clear communication and alignment between leadership and the marketing team. The episode concludes with Jesse's drink of choice for a fun marketing chat: a straight up scotch, or occasionally a James Baldwin cocktail for a unique twist on an espresso martini. Key Takeaways Small businesses can build an effective marketing function with a single team member, so long as it’s backed by a clear strategy Content marketing plays a crucial role in establishing expertise and driving brand awareness, while also supporting sales enablement and product positioning. Align marketing efforts with the different stages of the marketing funnel to maximize impact and drive customer engagement. For the Founder or CEO, balancing marketing responsibilities with other business functions requires clear communication, prioritization, and a focus on revenue-related metrics. Resources and Links Connect with Jesse Park on LinkedIn. "Rise above the noise" with amplifi Read Steve's post on " The Four Pillars of Marketing " The recipe for the James Baldwin cocktail at Marcus B&P in Newark? Couldn't find it by that name, but try these out: Chivas Espresso Martini Revolver Cocktail (Bourbon-based) Timestamps: 03:40| Creating a dedicated marketing function at amplifi 06:20 | Hiring the right skill set 09:00 | An intentional focus on content marketing 12:00 | A marketing specialist or a marketing manager? 19:00 | Marketing tactics to support the Sales Funnel 26:00 | Incentivizing marketing team based on revenue metrics…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Rebranding based on Customer Research | A conversation with Joan McGeough, CMO of The DAK Group 31:02

2 years temu31:02

31:02

Steve talks with Joan McGeough , Chief Marketing Officer at the DAK Group , to discuss their recent rebranding project and the crucial role customer research played in informing their decisions. The DAC Group is looking to revitalize their visual identity and validate their messaging to better resonate with their target audience. Joan shares her experiences from the rebranding journey, from selecting the right agency, to getting feedback from their clients and stakeholders, and using that insight to develop a fresh visual style. This episode sheds light on the intricacies of rebranding, and the pivotal role of customer research in driving a successful branding project. Key Takeaways: - Customer research was the foundation of the rebranding process, allowing the company to gain insights into how they were perceived and validate their own self-perception. - The selection process for the external agency involved referrals, assessing credentials, and evaluating personal fit, ensuring alignment in understanding the company's vision and conducting research upfront. - S3, the agency chosen, embraced the idea of incorporating research as the foundation for creative elements such as design, color, and messaging. - The research findings pleasantly surprised the DAK Group by affirming that their core values and strategic approach were indeed perceived as they had intended. - Joan underscores the importance of obtaining authentic feedback to maintain authenticity and ensure the company's messaging truly resonates with customers.…

The Marketing Mix: Thought-starters for B2B Business Leaders

1
MQLs and SQLs - Bridging the Gap Between Marketing and Sales 19:12

2 years temu19:12

19:12

Why are we talking about MQLs and SQLs? Funnel Marketing has dominated the last two episodes. First, it was the interview with Gia Laudi, author of "Forget the Funnel." Then I shared my thoughts on how the Funnel can be used effectively for start-ups and growth companies. Marketing Qualified Leads are a layer on top of the Funnel that bridges the gap between Marketing and Sales teams. So if you've just set up a stand-alone marketing team, or your Sales and Marketing folks just don't talk to each other, MQLs and SQLs can be a great way to improve communication and reduce friction. I explain how MQLs/SQLs work, and emphasize the importance of agreeing on definitions of each, between the teams; and I talk about the metrics to look at around the process. I also highlight some of the time-sinks that exist around the funnel - namely, Lead Scoring and Attribution. They may make sense for Enterprise organizations with well established marketing teams. But for most companies, they just suck up precious resources. I also mention a Generative AI session I participated in, run by Frederick Werhle and the San Francisco AMA. More info here. Some additional reading: Salesken.ai "Marketing Qualified Lead vs. Sales Qualified Lead vs. Sales Accepted Lead" Salesdorado: "Why Your Lead Scoring System is Probably Useless"…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Funnel Marketing and Pirate Metrics - What are they and how do they work? 17:53

2 years temu17:53

17:53

On the last episode, I talked with Georgiana Laudi, co-author of Forget the Funnel. And that led to questions around ' what, actually, is the Marketing Funnel "?! So this week, I explain some of the models that marketers use when we talk about Demand Generation. And talk about the pros and cons of each. I describe the five stages of a typical Marketing Funnel - Awareness, Interest, Consideration, Conversion, and Loyalty; and use the example of Moo's marketing approach to highlight how this can be put into practice. Pirate Metrics were developed specifically for SaaS companies and tech start-ups; and I explain how that compares to the traditional funnel. And I introduce the concept of MQL/SQL - Marketing Qualified Leads and Sales Qualified Leads. Some additional reading on Funnel Marketing: Ahrefs: "Marketing Funnels - Everything You Need to Know" Semrush: "How to Build an Effective Content Marketing Funnel" And Pirate Metrics: The original blogpost from June 2007 by Dave McClure Chasm Blog: What Is AARRR Pirate Metrics Framework?…

The Marketing Mix: Thought-starters for B2B Business Leaders

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"Forget The Funnel": Considering Customer-Led Growth, a Conversation with Georgiana Laudi 39:46

2 years temu39:46

39:46

If you’ve ever wondered if the traditional marketing funnel still makes sense, you’re on the same wavelength as Georgiana (Gia) Laudi , co-author of “Forget the Funnel.” Gia would rather talk about Customer Led Growth, an alternate approach - applied particularly to SaaS marketing and recurring revenue models - focused on a deeper understanding of the experience of the “best customers.” On this episode of The Marketing Mix, Gia highlights the shortcomings of some standard marketing strategies including MQL/SQLs and Pirate (AARRR) metrics; and explains how a Customer Led Growth process can provide much deeper insights. We talk about the challenges of developing the right messaging in Founder-led start-ups, as the product evolves and the customer base expands. And how the “Voice of the Customer” process has changed with the use of platforms like G2 and Capterra, but still requires in depth customer interviews. Gia walks through part of the Customer Led Growth process they have developed at Forget the Funnel, including how they select the customers, and the focus on “Jobs to be Done.” She also shares some of her favorite customer questions and insights. If you’re intrigued by the conversation, you should check out Gia’s book “ Forget the Funnel ”.…

The Marketing Mix: Thought-starters for B2B Business Leaders

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Website Design for B2B Manufacturers; a conversation with Ian Loew, Founder of Lform Design 28:55

2 years temu28:55

28:55

Should your marketing agency focus on B2B Manufacturers? There are more than 250,000 manufacturing companies in the US, with the majority of them producing B2B products. And the buyer profiles, their motivations, and the decision processes they go through, are not the same as a B2C, or even a regular B2B customer. Ian Loew, of Lform Design, talks about his decision to specialize his web design company on B2B Manufacturers, and explains some of the unique aspects of their website requirements: the need to integrate with an ERP system; the large volumes of data behind the scenes; and the fact that the target audience is often highly technical and prefers self-service tools like calculators and product selectors. We talk about the pros and cons of Wordpress against a custom design. And Ian shares his thoughts on how prospective web designers can get started, whether it’s back end or front-end programming (hint: just start something). Some of Ian's favorite resources for design inspiration: Awwwards Dribbble Smashing Magazine Colossal Wired Magazine To connect with Ian, or find out more about the work they do at Lform Design: Ian's LinkedIn Profile Lform's website Highlights and Timestamps: 03:40 Integrating ERP systems with custom web designs for B2B Manufacturers 05:50 Exploring the benefits of WordPress vs custom website design 09:40 The website design process – Discovery, Design, Coding, Content, Launch 11:30 Design considerations for website development 14:30 Working effectively with Client requests and priorities 17:05 How to get started in web design and development 22:10 New Jersey Proud! Explaining the focus on B2B Manufacturing and NJ businesses 24:00 Ian’s go-to resources for design inspiration 25:40 Sipping a Manhattan…or a really good tequila on the rocks!…

The Marketing Mix: Thought-starters for B2B Business Leaders

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"Unlocking the power of AI in design. Can AI Tools free up time for creativity?" A conversation with Brian Cobb, Creative Director at Opengear 36:52

2 years temu36:52

36:52

Brian Cobb, Creative Director at Opengear, shares his thoughts on how AI tools can streamline the creative process. We go beyond the social media “sound bites” about the evils of ChatGPT and DALL-E (!) to talk about real world applications in marketing design. What are some ways that AI can be integrated into existing tools and processes that Creatives and Designers currently use? [04:45] How can we tap into the power of AI to optimize the higher-level thinking, and automate some of the repetitive tasks to free up more time for creativity? What does this mean for the concept of an Organizing Idea? [10:12] It looks as though Adobe are taking a thoughtful approach, releasing a beta version of Firefly and incorporating AI tools into the Cloud Experience Suite. They focus on “Creators First” – offering their tools as a “Creative Copilot” – and are being careful to consider copyright issues, and respecting their core audience of professional designers and creators. [15:18] Brian’s varied career has taken him through a number of agency roles, and in-house or corporate marketing roles. He compares the skill sets and mindset needed for each, and talks about the constant need to be “selling” during the agency creative process. [23:52] And of course, Brian shares his favorite cocktail: a Dark and Stormy made the traditional way. [34:20] To connect with Brian, visit his website at BrianCobbCreative.com , or look him up on LinkedIn . Brian mentioned some websites and other resources for creative inspiration: https://www.commarts.com https://theinspirationgrid.com https://www.thisiscolossal.com https://www.ai-ap.com https://www.pentagram.com https://coolhunting.com https://www.luerzersarchive.com https://www.wired.com https://adage.com https://www.adweek.com https://www.mmm-online.com/home The Book of Gossage https://www.goodreads.com/en/book/show/1109060 Ogilvy on Advertising https://www.goodreads.com/en/book/show/641601 Timestamps: 0:02:19 Brian describes his Professional journey post-military, with experience in multiple agencies and in-house roles 0:04:45 Exploring the Impact of AI on Creative Roles 0:08:33 Discussing the Benefits of AI in Creative Processes 0:15:42 Adobe Creative Suite: Keeping the Core Audience in Mind 0:19:14 Discussion of Adobe's Content Authenticity Initiative and Its Impact on Creators 0:24:25 The Dynamics of Selling Creative Work in an Agency Setting 0:31:06 How Brian Stays Up-to-Date with Marketing Trends 0:34:20 Brian’s drink of choice – the Dark and Stormy…

The Marketing Mix: Thought-starters for B2B Business Leaders

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AI for Search; plus, the value of Marketing Funnels. With Charley Karpiuk of Airtame 39:09

2 years temu39:09

39:09

On this episode, we talk to Charley Karpiuk, Growth Marketing Manager at Airtame. His career path hasn't been traditional, with his first Marketing experience coming from promoting his own music events as a DJ, and starting an English language school in Japan. These both showed him the importance of community building, and the value of remaining adaptable to the situation. Charley talks about the pros and cons of using funnels to design marketing strategies [12:45], their application in B2B and B2B2C, and how to measure their success [20:15]. Generative AI and ChatGPT are the hot topics right now. So we talk specifically about how that may impact search over the next year or two, and how we think Google may react to Bing's quick adoption of AI [24:45]. And since this is the Marketing Mix, we ask Charley about his favorite cocktail - his own creation called a 'Citron de Charles' (said with a french accent!). Hear the recipe at [35:50]. To connect with Charley, find him on LinkedIn at https://www.linkedin.com/in/charleskarpiuk/ In the episode, I mention a New York Times article about Bing's AI Chatbot. The full article is here: A Conversation With Bing’s Chatbot Left Me Deeply Unsettled by Kevin Roose. Timestamps: 0:03:55 Creating a Community of Japanese Housewives and Word of Mouth Marketing 0:06:31 Exploring Different Personas and Strategies for Community Building 0:11:13 The Benefits of a Degree in Philosophy for Marketing 0:12:48 The Usefulness of Funnels in Marketing 0:18:27 KPIs and Leading Indicators for Digital Marketing Funnels 0:21:33 Funnel Strategies for B2B2C Marketing 0:22:32 Differences Between B2B and B2C Marketing 0:25:25 Exploring the Impact of Chatbots on Search Engine Results 0:35:50 A French Twist on a Screwdriver [Cocktail Recipe]…

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