The Hard Corps Marketing Show
Marketing Automation Unleashed - Casey Cheshire - Hard Corps Marketing Show #129

Marketing Automation Unleashed - Casey Cheshire - Hard Corps Marketing Show #129

February 20, 2020

Marketing automation platforms can be complex. There is a specific process to follow for set up, and then once the technology is set up, teams often use it at a minimalistic level when there is so much more that can be unleashed.

A Marketing Leader, Speaker, Mentor, the Author of Marketing Automation Unleashed, Founder & CMO of Cheshire Impact, and the host of The Hard Corps Marketing Show, Casey Cheshire, is interviewed by former guest and the Chief Evangelist of BombBomb, Ethan Beute, for a special episode where the host talks marketing automation and sets the record straight!

 

Takeaways:

  • The whole point of using an implementation partner is to skip all the mistakes and painful moments that can happen. A partner has already seen mistakes that happened from previous clients and they are able to apply that experience to your business’ implementation.                               
  • Most people only use 30% or less of their marketing automation tool.
  • Marketing automation in four words is capture, nurture, automate, and report.
  • Capture is all about getting leads that come to your website to convert.
  • “...somehow we expect our customers to come to our website and get married to us on the very first form...you see this all the time when you have a form with 12 fields.” - Casey Cheshire
  • Progressive profiling allows you to ask a series of questions over several visits to your site. Pardot will never ask the same question twice.
  • Nurturing with marketing automation is about encouraging prospect growth, actually solving their problems, and providing value with your content.
  • If a prospect says reach out to me in six months, nurture them along the way to keep your brand top of mind.
  • Marketing automation allows you to automate processes that would otherwise take up precious hours of your time.  A marketer can automatically send prioritized leads to sales that are considered to be sales qualified.
  • “The whole point of marketing automation is to prioritize human time.” - Casey Cheshire
  • A marketer’s report should display which marketing campaigns are working and which are not. More marketing activities does not necessarily mean more results.

 

Links:

 

Busted Myths:

  • The marketing automation platform is done being set up once the implementation is over. - This is NOT the case. A marketing automation platform needs to be continually added to, it needs to be given a process for how it can be developed and optimized towards your business needs.

 

The Content Performance Long Game - Christoph Trappe - Hard Corps Marketing Show #128

The Content Performance Long Game - Christoph Trappe - Hard Corps Marketing Show #128

February 17, 2020

Is your marketing team expecting to see unrealistic returns on a stand alone piece of content? Have you spent thousands of dollars from your budget on one white paper or one article? 

Content performance is about the long game. 

A Content Marketing Thought Leader, Podcast Host, the Author of Content Performance Culture, and the Chief Content & Strategy Officer of The Authentic Storytelling Project, Christoph Trappe, challenges marketers to broaden their strategy and realize that great content marketing is not reached with just a one and done approach.

 

Takeaways:

  • Be open to using newer content mediums such as podcasts and video. These mediums are authentic and can be less time consuming than the written word that has to go through several edits.
  • When creating content, consider if the keywords used are what your buyers are searching for. If not, then your content will not be found.
  • When measuring the success of your content, be sure to set a realistic goal. Think about the size of your current audience and take that into consideration when looking at engagement.
  • Before writing a book, think about what your brand is known for to start. Using the content from previous blog articles can help provide a starting point for the content.
  • If you have already written a book, think about turning the content into a podcast where you discuss the topic of each chapter. 
  • Career Advice from Christoph - Learn a skill that will always be useful and transferrable for something. For example, writing, storytelling, and coding. 

 

Links:

 

Busted Myths:

  • Content marketing can be done successfully as a one and done approach. - This is NOT the case, content marketing is a long-term strategy that needs to be done across several channels, with ongoing adjustments, and provide answers to questions that your buyers have.
Becoming Your Own Marketing Leader - Renee Herendeen - Hard Corps Marketing Show #127

Becoming Your Own Marketing Leader - Renee Herendeen - Hard Corps Marketing Show #127

February 13, 2020

Marketers can be running on the activity hamster wheel for so long that they forget the importance of stepping out and having a conversation. Conversations with their buyers, with their managers, and with people that are outside of their direct sphere of influence.

A Marketing Leader that has been the VP of Marketing at several firms and is now a Marketing Consultant, Renee Herendeen, reminds marketers of the importance of having conversations and how it contributes to individuals becoming their own leaders.

This episode is filled with discussion around buyer interviews, management skills, career advice, and the steps for building a personal brand. Check it out!

 

Takeaways:

  • Marketers know how to talk about their product or service, but do they know how their buyers talk about what they offer? Do your research and talk to your buyers.
  • Most buyers do want to talk, get over your own apprehension and invite them to have a fifteen minute conversation. Ask the buyer who they are, what they do, and then their experience with the product or service.
  • A company may feel they have to spend thousands of dollars on focus groups or research services, but they may be able to get what they need by just having 1:1 conversations with their buyers.
  • Omnichannel marketing is about hitting your buyers at multiple touchpoints throughout their day. Understand who your buyer is, their path, and where they are. 
  • For marketing managers, provide your team with real time feedback, do not wait until a year has gone by. Be transparent with your employees to help them grow.
  • If you are in the process of developing your personal brand, ask for help. You never know what is possible until you ask.
  • Career Advice from Renee: We are all people, from the C-Suite level to entry level employees, we all deserve to be treated with respect, so stand up for yourself if this is not the case.

 

Links:

 

Busted Myths:

  • To get great marketing help, you need a big agency. - This is not the case. Small boutique agencies have the same amount of talent and skill as a bigger agency does. They also often offer the same team of people to work with a client throughout their entire journey.
  • When developing a personal brand, you have to have a certain polished image. - Building a personal brand is about showing who you really are, so be authentic. People respond to what is real. Get comfortable with being yourself.
Marketing Your Way to Success - LaRon Butler - Hard Corps Marketing Show #126

Marketing Your Way to Success - LaRon Butler - Hard Corps Marketing Show #126

February 10, 2020

Marketers are able to execute the tactics and strategy for their companies, but what about applying marketing skills to their own life for success in their career? 

A U.S. Army Veteran, Salesforce 5x Certified Ohana Member, Digital Marketing Strategist, and Salesforce Administrator for Cloud Co-Op, LaRon Butler, shares her story about how she got into marketing from the ground up. 

This episode is filled with takeaways on branding, conversational marketing, career advice, and inspirational messages of perseverance. 

 

Takeaways:

  • Be sure to balance your messaging with your brand presence. Your buyers should not only recognize your brand, but be able to recall what your business does.
  • When attending conferences, look around and see how other companies are representing themselves.
  • Are you turning potential opportunities away because you keep sending email blasts out to your whole database, and contacts are unsubscribing? Be selective about the content that you send to segments of your database. Think about how it provides value to that particular segment.
  • With chat, you cannot talk to everyone, you need to prioritize which website visitors are ready to buy and which ones need some more nurturing.
  • If you are using chat, be sure to still create a genuine experience for the buyer with your brand.
  • There will be moments in your career where you will face rejection, but do not give up! 
  • Career Advice from LaRon: Establish a community around yourself, whether it is joining one, or starting one for others. The support and opportunities for connection can be endless!

 

Links:

 

Busted Myths:

  • Your brand is everything. - Your brand is not everything. There needs to be a balance between your brand and your messaging. If your buyers can recognize the brand, but they do not know what your company does, then what good is your brand?
  • When it comes to email marketing, it is all about the size of your list. - It is not about the size of your list, but about the quality. Are you sending the right content to the right people?

 

Shout Outs:

  • 1:11:26 Christian Estevez

 

Going to War on Email Deliverability - Keith Phillips - Hard Corps Marketing Show #125

Going to War on Email Deliverability - Keith Phillips - Hard Corps Marketing Show #125

February 6, 2020

Of the email lists that your marketing team has, what percentage of the list is engaging, what percentage is marking your emails as a spam complaint, and what percentage is not even receiving your emails because of old email addresses that have not been updated?

There are so many tactics that a marketer has to take, to make sure their emails get through to the prospects on their hard earned lists, that they need to declare war on email deliverability.

A digital marketing and customer service expert and Director of Business Development at Classic Photographers, Keith Phillips, shares his top recommendations for having a successful email deliverability rate.

 

Takeaways:

  • Check your spam folder to see what kind of emails are landing there. Notice their subject lines, phrases used, and other keywords that possibly triggered that email to land in the spam folder automatically.
  • Consider paying attention to your email total opens, not just your open rate. You could send an email to 10,000 people and only 50% opened it, but that is still 5,000 people that engaged with your content.
  • One way to segment your email lists is through engagement. The people that engage with your emails the most may want to receive your emails on a more regular basis where the other less engaged percentage may need a slower paced cadence.
  • Take the time to clean your email lists. The higher the bounce rate and the more spam complaints that your domain receives only hurts your email reputation.
  • When writing an email, think about how you would write it to a friend. Does your email provide value to the recipient or is it a sales pitch?
  • Every email should have a call to action in it. Keep your email authentic and brief and let your website and landing pages do the selling.
  • Think about putting as much time into your email deliverability as you do your SEO.
  • Take note of which emails land in your primary inbox versus your promotions tab. Look at the words and phrases that are being used to get the email to the primary inbox.
  • “Conversational marketing is based on continuing the conversation until your desired goal whether it’s a purchase or solving their problem.” - Keith Phillips
  • If you use chatbots, make sure to still treat people like people and provide quality answers to their questions.

 

Links:

 

Busted Myths:

  • The size of your email list matters. - The size of your email list does NOT matter as much as what you do with it. How are you getting people to engage? Are you segmenting your lists based on those who engage more? The lower the engagement, the worse your email reputation could be.
  • Content can be written and then forgotten about. - Content is not set it and forget it. It should be updated as needed to continue to be valuable to your target audience.
The Art of an Agile Marketer’s Focused Lens - Nicole Davidson - Hard Corps Marketing Show #124

The Art of an Agile Marketer’s Focused Lens - Nicole Davidson - Hard Corps Marketing Show #124

February 3, 2020

A marketer’s day consists of putting out fires, taking in ideas from other departments at unexpected times, and then multitasking to find the time to execute all the tasks that they already had on their schedule for the day. 

So how does a marketer stay focused to get things done?

A marketing leader with expertise in interactive marketing, marketing automation, demand generation, and the Director of Marketing Operations at Vertex Inc., Nicole Davidson, challenges marketers to stop multitasking and take control of their tasks through project management and prioritization.

 

Takeaways:

  • Meet with your team and discuss your priorities to establish your weekly workload. How many tasks should you have to get done in one week, before adding on more tasks to your workload?
  • A way to project manage your tasks can be to use a “backlog” and separate out the tasks you are working on under a “work in progress” bucket. If your day gets interrupted and one of the tasks that you were working on needs to be put on hold, then choose one task to put in the “hold” bucket, so that you are only ever working on so much at a time.
  • Focus on the goals and objectives that you are trying to reach and establish your priorities. The projects you work on should directly coincide with those priorities.
  • It is not about doing more things, it is about getting the current tasks you have done first, before adding on more tasks.
  • When thinking about what data you should be paying attention to, consider, what is the business question you are trying to answer?
  • Think about using a data dictionary where multiple departments collaborate and can understand each other’s terminology when dealing with data terms. This will help with establishing understanding and priorities across what your reports need to tell you for each department.
  • The original lead source and most recent lead source can be used to help marketing and sales see what they need, to drive more leads and to understand what campaigns are being interacted with to create more opportunities.
  • Career Advice from Nicole Davidson - Take the time to build lateral connections with other departments such as sales and customer experience. Go out to lunch, grab a coffee, and sit down and learn from them to better understand the buyer at all points of their journey.

 

Links:

 

Busted Myths:

  • Marketers can multitask to accomplish all of their projects. - There is no such thing as multitasking when considering productivity level and the ability to execute projects with the level of excellence and attention to detail that each project deserves. You can only do so much at one time.
Curiosity that Sparks Innovative Marketing - Dr. Diane Hamilton - Hard Corps Marketing Show #123

Curiosity that Sparks Innovative Marketing - Dr. Diane Hamilton - Hard Corps Marketing Show #123

January 30, 2020

Do you feel like your marketing team has become stagnant in their ideas? Is there something inhibiting the team from creativity and innovation? Perhaps it is because their curiosity is being stifled.

An expert in emotional intelligence and behavior science, Creator of the Curiosity Code Index, Author, Speaker, and CEO of Tonerra, Dr. Diane Hamilton, explains the factors that keep people from being curious and how curiosity is the very spark that encourages creativity and motivation.

This is a great episode to listen to and consider the curiosity level of your marketing team and what you can do to help foster and encourage that to keep growing. Check it out!

 

Takeaways:

  • Curiosity is what comes before intrinsic motivation and drive. If people are less curious, your team can be kept from growing in their expertise.
  • There are four factors that can inhibit your curiosity. They are fear, assumption, technology, and environment.
  • The fear factor is people being afraid of not wanting to look stupid or stand out from the norm. In a marketing meeting, are people afraid to ask questions because they do not want to look unprepared? 
  • The assumption factor is your inner voice, things that you tell yourself. For example, “Oh, I don’t want to do that because I’m not good enough at it.”
  • The technology factor is when certain things are made too easy for you to find out, so you may not question the reason behind that fact, or you do not know how to leverage certain technology to help you find out more about a particular subject.
  • The environment factor is the external inputs such as your parents, teachers, siblings, friends, and location that you are in that could encourage or discourage curiosity.
  • The Curiosity Code Index tells you the level of each inhibiting factor that you are dealing with, and then helps you to create a plan of where to start dealing with those curiosity stifling factors.
  • Keep your mind open to different ways of doing things. People regret what they don’t do as opposed to what they do, do.
  • What can you do with your marketing team to help foster curiosity? How can you work on these factors to help drive creativity and innovation?
  • Career Advice from Dr. Diane Hamilton - It’s not so scary to try certain things. Don’t wait to try something new, change is exciting. Find people to be your mentors and surround yourself with people that are smarter than you.

 

Links:

 

Busted Myths:

  • Curiosity killed the cat - Curiosity did not kill the cat. Curiosity should not be stifled, but fostered. It is the spark that stimulates creativity and innovation.

 

Shout Outs:

  • 48:05 The Hamiltons
  • 54:13 Mr. Tate

 

The Buyer’s Cyclonic Journey in 8 Stages - Mike Lieberman - Hard Corps Marketing Show #122

The Buyer’s Cyclonic Journey in 8 Stages - Mike Lieberman - Hard Corps Marketing Show #122

January 27, 2020

Often times when marketing and sales refer to the buyer’s journey, they use a funnel model, moving prospects down the funnel. In today’s society as marketing is touching their buyers in various places, is the funnel still the correct model?

An Author, Marketing Leader, and CEO & Chief Revenue Scientist at Square 2, Mike Lieberman, challenges marketing and sales to expand their mindset of the buyer’s journey to create memorable experiences for them at each stage.

 

Takeaways:

  • The traditional sales funnel has become obsolete to represent the buyer's journey because it implies that the journey is a linear process with gravity, to move the buyer to the next stage. The only thing moving the buyer from stage to stage is your influence on them.
  • A cyclone model infers there is no gravity to move the buyer to the next stage. There is just a series of influences that could potentially throw a prospect out of a stage, get them to the next stage, or make them skip a stage.
  • Business to business marketing and sales teams deal with business to people. Businesses are made of people and people are afraid of change and the unknown. As marketers we have to make buyers feel comfortable enough to get out of the norm of the status quo.
  • The eight stages of the buyer's journey are pre-awareness, awareness, education, consideration, evaluation, rationalization, decision making, and then delivery. 
  • We have to know what questions people are asking at each stage of the buyer’s journey, to structure content that answers those questions.
  • Focus on creating amazing experiences for people as they interact with your brand. What can you do to create an inventory of memorable stories for your prospects, your qualified leads, your customers, and then your referrals?
  • Random Acts of Marketing - When marketing tactics are done without strategy. Focus on the strategy first and answer the question, what are you trying to accomplish? Define the goal, and then decide how much of that goal you are trying to reach.
  • If you want to double your revenue, you need to make sure that your marketing is budgeted and scaled at an appropriate level to make this goal possible.

 

Links:

 

Busted Myths:

  • The sales funnel is an accurate depiction of the buyer’s journey. - This is no longer the case. A cyclone is a more accurate depiction because the buyer’s journey is not a linear process anymore. We are touching them at all these different touch points which can have the buyer skip to a more advanced stage, or be set back, depending on their experience. 
No Nonsense Marketing Fundamentals - Laura Luckman Kelber - Hard Corps Marketing Show #121

No Nonsense Marketing Fundamentals - Laura Luckman Kelber - Hard Corps Marketing Show #121

January 23, 2020

The Four P’s of Marketing, brand, buyer personas, ABM, empathetic messaging that resonates with your buyers, and networking, this episode has it all.

A marketing strategist, thought leader, and the SVP Marketing at Flexera, Laura Luckman Kelber, shares the fundamentals of marketing and warns marketers about what can happen when you are not focused on executing the fundamentals at an exceptional level. This is one episode that will resonate with all marketers.

 

Takeaways:

  • Being mindful about your branding is being considerate about what your communication conveys and the insight it taps into to be empathetic to your target market. 
  • Your brand needs to be an emotional connection with your buyers.
  • When you multitask, you diminish your focus ability.
  • The four P’s of marketing are product, placement, pricing, and promotion. To be truly effective at marketing you should be impacting all four P’s, however, marketers today have been placed solely in promotion.
  • ABM is personalization, focus, and prioritizing your top market. If you do this well, it will affect your time, money, and resources.
  • Be focused in your marketing. Consider, what is the insight you are driving, who is the target, how do you create a message that resonates, and then how do you scale it?
  • Conducting buyer persona interviews allows you to pinpoint patterns of messaging to use, that is empathetic to your buyers.
  • Career advice from Laura Luckman Kelber - Create time in your calendar at least once a month to network. Build relationships with people that you instantly connect with. Have coffee, a drink, or lunch with someone from a different department. Extend your reach.

 

Links:

 

Busted Myths:

  • Branding is dead. - Branding is NOT dead. People have less attention and need more shorthand to make decisions. Branding is your shorthand.
The SEO Puzzle Master - Stoney deGeyter - Hard Corps Marketing Show #120

The SEO Puzzle Master - Stoney deGeyter - Hard Corps Marketing Show #120

January 22, 2020

If a visitor came to your website, can they tell the product or service that your company sells just by looking at the navigation or will a visitor have to click through to find what they are looking for?

A Marketing Leader, Speaker, and the Author of The Best Damn Web Marketing Checklist, Period 2.0, Stoney deGeyter, provides clarity for marketers around steps to making your site search engine friendly and search engine optimized. 

This episode covers website navigation best practices, keyword search data collection, and where to start when building a website. Check it out!

 

Takeaways:

  • If you are developing a website, start with the navigation. The navigation sets the tone for the rest of the site. A visitor should be able to tell what your company does from the navigation tabs.
  • The products or services that your company provides should be the focus of your navigation. Most of the time visitors are going to your website to look at your products or services, not your company and core values.
  • Visitors to your site should have to read and dig as little as possible to get to what they need. Make your content accessible to them.
  • When building a site, put in the work and do keyword research. The goal is to find the keywords that buyers are using to describe your product or service. Conduct a search at the core term search level, the higher-level two to three word bucket and then at the deeper phrase level, the questions that people are searching for concerning your product or service. Keywords should be grouped based on intent. What is the visitor searching for?
  • Making sure a site is search engine friendly focuses on using the right HTML markups, schema, and the right headlines.
  • The speed of your site is important and may not even be a problem with the development. Check your website host and see how your speed measures up.
  • When considering where to improve on your website, look at the performance data. What pages are people finding and on what pages are they converting?
  • Advice from Stoney - Everyone is going to get negative reviews, but it is how you handle it that matters.

 

Links:

 

Busted Myths:

  • One can correlate the terms search engine friendly and search engine optimization as the same thing. - They are NOT the same thing. Search engine friendly deals with the architecture, coding, and making sure that the website is accessible. Search engine optimization focuses on the keywords specifically used in the content and calls to action.