The Hard Corps Marketing Show
Dethroning Content Creation - Amber Khan - Hard Corps Marketing Show #208

Dethroning Content Creation - Amber Khan - Hard Corps Marketing Show #208

September 23, 2020

For years we have been hearing that content is king. However, what is the value of that content if it is not promoted for our audience to see and consume?

A Marketing Leader, Keynote Speaker, Author of Best Selling Book Guilt-Free Motherhood, Entrepreneur, Founder and CEO of GroBizNiz, Founder and CEO of Repurpose Den, Amber Khan, delves into the power of repurposing content.

 

Takeaways:

  • Most marketing companies spend the majority of their budgets on content creation, leaving a smaller amount for promotion. If you flip that around, then people can find your content!
  • Content repurposing takes a long piece of content and creates experiential content out of it in the form of short videos, blog posts, quotes, etc. There are over 40 organic ways to repurpose!
  • Creating a brand experience using repurposed content at each stage of the buyer’s cycle can be the difference between a casual viewer and a subscriber.
  • A book is a great way to round up highlights from all of your content in one place, along with building authority and brand.
  • Career advice: Do not rush into things and do not let assumptions hinder your experiences.

 

Links:

 

Busted Myths:

  • Content promotion or creating a content experience is king. Creating good content is not enough nowadays. Make the most out of it by promoting it so that people can find your content.

 

Ways to Tune In:

Building Your Marketing Team - Lori Trzcinski - Hard Corps Marketing Show #207

Building Your Marketing Team - Lori Trzcinski - Hard Corps Marketing Show #207

September 21, 2020

A Marketing Leader, Marketing Automation and CRM Implementation Consultant, 4x Salesforce Certified, 2020 Salesforce Marketing Champion, Manager at Eigen X, Lori Trzcinski, chats about how to build a strong marketing team and better communication across the company.

 

Takeaways:

  • Diversify your skills and create a team that has a wide range of thinking. This will help get a well-rounded team with different viewpoints.
  • Communication across the company needs to be tailored to each department. Bring them up-to-date, take away the jargon, and speak in their language.
  • #1 Tip for maximizing marketing automation: Have great, passionate people. It takes a special type of person to love marketing automation and take it to the next level.
  • Career advice: Eventually you will grow into yourself. It is ok to not know what you want to do right out of the get-go. 

 

Links:

 

Busted Myths:

  • A marketing team is able to handle all different facets of marketing, but that does not mean every person has every skill and talent. How do you structure your marketing team to handle every side of marketing and also have great communication internally?

 

Ways to Tune In:

The Science of Sales - Jake Dunlap - Hard Corps Marketing Show #206

The Science of Sales - Jake Dunlap - Hard Corps Marketing Show #206

September 18, 2020

Sales is often thought of as complex dark magic when in reality every deal boils down to the same base process just with different outcomes.

An Industry Thought Leader, Quoted by Forbes and Huffington Post, C-Level Sales Growth Trainer, B2B Strategy Consultant, CEO of Skaled Consulting, Jake Dunlap, describes the foundation of sales deals and what customers are looking for from their sales call.

 

Takeaways:

  • More often, customers are looking for a different sales experience than the “friendship” tactic. Sales are less about building relationships and more about solving problems for their customer.
  • If you want to close more deals, then communicate separate solutions. Set up 1:1 meetings with individual departments that are involved in the vetting or implementation.
  •  Understand that no enterprise organization goes all in out of the gate. Follow this pattern: proof of concept then proof of scale and then secure a bigger purchase.
  • Marketer Challenge: Go set up a time to listen in on 20 sales conversations at all different stages of the funnel to listen to what your buyers are saying.
  • Career advice: Start working and getting experience now. Take a job to develop a skill to move on to the next role. 

 

Links:

 

Busted Myths:

  • Sales is a science. Deals and sales follow specific patterns with different ending results. Think about building more repeatable processes for sales so that there is a set foundation for making deals.
  • There is no outsourced champion that is going to magically fix collaboration in your company. If you are trying to increase your average deal size then you have to be the internal champion.
  • Organic social traffic is worth it! Less than 3% of people on LinkedIn contribute content. The ability to stand out is easily achieved!

 

Ways to Tune In:

Authenticity Above All - Jessie Coan - Hard Corps Marketing Show #205

Authenticity Above All - Jessie Coan - Hard Corps Marketing Show #205

September 17, 2020

As the virtual workplace grows, so does the need to see the humanity behind your screen. How do we as marketers promote genuine messages in our own brand, especially when connecting with peers? 

A Marketing Consultant, Fractional CMO, Founder of Actionable Marketing Facebook Group, President of Jessie Coan Marketing Inc., Jessie Coan, delivers a call to action for brands to be a better version of themselves, while still maintaining authenticity. 

 

Takeaways:

  • Niche communities for networking have blossomed due to the shift from larger in person networking events. How can your brand create one or connect with these niche communities?
  • Transparency and authenticity goes a long way when looking to network. Show interest in the person you are connecting with or ask for advice on a product.
  • When connecting over email with other professionals, if your opening line sounds like it could be said by a used car salesman then you could be thought of as spam. 
  • Career advice: Take a year off after college and go explore, experience and ask questions!

 

Links:

 

Busted Myths:

  • Brands need to be authentic and transparent. Admit to your mistakes and be astute to situations that are happening around to establish a good rapport with customers.

 

Ways to Tune In:

Elevating Email Messaging - Melissa Sargeant - Hard Corps Marketing Show #204

Elevating Email Messaging - Melissa Sargeant - Hard Corps Marketing Show #204

September 16, 2020

Email Marketing is a foundational marketing strategy for companies, but it can become such a normalized part that it can seem irrelevant.

A Marketing Leader and CMO at Litmus, Melissa Sargeant, delves into the importance of email marketing and how to personalize it for a customer’s journey.

 

Takeaways:

  • Your email subscriber list are people who have welcomed your brand into their everyday life. Do not get lost in the numbers and remember that you are communicating to individuals.
  • Email marketing is not a transactional action. It should be utilized to nurture and create multiple touch points to build the relationship with the prospective customer.
  • Technology and operating systems are highly complex today. Automated testing is a great way to keep up with the constant updates to make sure your email is on brand.
  • Historically, companies that held the line and continued to invest in marketing and customer experience during economic downturns were more resilient and came out stronger.
  • Let’s get personalization beyond the first name! Understand and send information that the customer cares about. Tailor the messaging to the customers.
  • Career advice: Run towards the dumpster fire! You will learn a ton in that process.

 

Links:

 

Busted Myths:

  • Email marketing is not dead! There are many new, exciting things that are happening in marketing channels that email gets put on the back burner. 

 

Ways to Tune In:

The Do’s and Don’ts of Marketing Automation - Tom Ryan - Hard Corps Marketing Show #203

The Do’s and Don’ts of Marketing Automation - Tom Ryan - Hard Corps Marketing Show #203

September 14, 2020

Marketing systems have a plethora of new tools and features to choose from. However, if something is possible should you still do it? What features are best for your campaign?

A Thought Leader, Marketing Automation Strategist, Entrepreneur, Writer, Salesforce Certified, Pardot Consultant, Founder and Consultant at MarCloud Consulting, Tom Ryan, chats about how to pick and choose features to use for your marketing automation.

 

Takeaways:

  • Being determined on having new leads in a limited market setting can become harder and harder to find prospective customers. Focus on the quality, rather than the quantity.
  • Sales and Marketing needs to have alignment to be synchronized and maximize time. We are on the same team and going towards the same goal! Communication goes a long way!
  • Pardot is a very powerful tool, however it needs to be set up properly to get the results a company needs. Once core productive service and campaigns are established, Pardot tools can build from there. 
  • Try structuring project implementation in three phases: Insights, Marketing, and Reporting creates a feedback loop to optimize marketing in order to create data driven decisions. 
  • Artificial intelligence is great for pattern matching and automation. This allows marketers to be more creatively engaging and add humanity into messages.
  • Career advice: Try to learn something from everybody. Every person is a mentor.

 

Links:

 

Busted Myths:

  • Just because you can _____, does not mean you should. Marketing systems have many different features and tools. Pick and choose which will best assist your campaign.

 

Ways to Tune In:

Target Marketing Toolbox - Nick Wojdyla - Hard Corps Marketing Show #202

Target Marketing Toolbox - Nick Wojdyla - Hard Corps Marketing Show #202

September 11, 2020

Marketing strategies are evolving constantly. In today’s climate personas are a key target marketing component. Making personas has become normalized, but is that what is effective for your prospective clients?

A Marketing Leader, 2019 Salesforce Limitless Award Winner, 2020 Salesforce Marketing Champion, Director of Digital Marketing and Communications at Cummins Inc, Nick Wojdyla, simplifies how to best target your audience using keywords and context.

 

Takeaways:

  • Do research to find what other questions prospective customers could be asking when purchasing similar products. This will help find what keywords or terms to use to promote ads.
  • Copy and pasting what “Company A” is doing does not mean it will be successful for “Company B.” 
  • Look at the high level objectives and what campaigns will make the goal successful. If you jump into the “how” then you could be fixed into that one way of obtaining the goal.
  • Buying the best tools or having the best tactics does not mean there will be success. Planning is key!
  • Career advice: If something does not exist try to go and invent it!

 

Links:

 

Busted Myths:

  • Sometimes when we create personas we can get fixed on the people that fit that box. However, people who fit the profile may not be ready or need that product. Instead  consider using the context, time and place, such as a particular website for targeting.

 

Ways to Tune In:

Sales Leader Talks Alignment - Catie Ivey - Hard Corps Marketing Show #201

Sales Leader Talks Alignment - Catie Ivey - Hard Corps Marketing Show #201

September 10, 2020

Marketing and Sales alignment has made leaps and bound within the past few years. What can we do as sales or marketing professionals to strengthen that bond to have true cohesion?

A Sales Leader, ABM Advocate, Regional Vice President of Demandbase, Catie Ivey, discusses the power of communication to unite sales and marketing teams toward their missions.

 

Takeaways:

  • Learn what your sales counterpart cares about: how the sales team works, who does what, KPIs, how big the target account list is, where that list comes from, access to intent data, etc.
  • Ask for feedback between marketing and sales teams’ initiatives. This opens lines of communication between the teams to solve changes and evolve harmoniously.
  • Be more daring and take chances. It is ok to make mistakes. Own up to them and learn from them! 
  • More technology elevates the need for human connection. Use the data that automation and systems gather to tailor future discussions or discoveries.
  • ABM is all about sifting through data to find target accounts and then pulling in different technology to personalize experiences.
  • Career advice: Take risks and stress less! You do not need to be perfect.

 

Links:

 

Busted Myths:

  • Sales people are not motivated by money! From passion, to selling something that has an impact, to problem solving for customers, there are many layers to the motivations behind people sales.
  • Sales and Marketing alignment has evolved, however, communication and consistency between the departments still has a long way to go. True alignment will become possible when they are celebrating the same victories.

 

Ways to Tune In:

The Pipeline Problem - Sangram Vajre - Hard Corps Marketing Show #200

The Pipeline Problem - Sangram Vajre - Hard Corps Marketing Show #200

September 9, 2020

Many companies are starting to implement account based marketing into their strategies. How do we transition to an all around customer based thought process? 

A Marketing Leader, Entrepreneur, Author of Account Based Marketing for Dummies and ABM Is B2B, Speaker, Host of Flip My Funnel Podcast, Chief Evangelist and Co-Founder of Terminus, Sangram Vajre, delves into account based marketing and how to create a unified customer experience.

 

Takeaways:

  • Take a moment to recognize what is the most important aspect for your business to move forward. Be a business that is not best in the world, but best for the world.

  • Sales closes accounts, not leads. Think about your marketing to sales hand-off process and consider sending over groups of contacts as an account, rather than one lead at a time.

  • Marketers have the most hands on relationship with their customers. In order to have a united purpose it is your responsibility to make sure coworkers are informed on who you are serving.

  • If you stop worrying about credit then you will earn inbound as a byproduct rather than forcing it with multiple emails and nurture.

  • “I believe that the next generation of companies are going to be companies that create a really unified experience.” ~Sangram Vajre

  • Consistency creates massive outcomes. Having a set time or place to find your content allows viewers themselves to become consistent to build a community.

 

Links:

 

Busted Myths:

  • Most companies do not have a demand problem, they have a pipeline problem. The more accounts you have to drive to your pipeline then the more you have to search through to find the right accounts.

  • If you are doing account based then do not focus on Marketing Qualified Leads. If the account is important then go after it!

 

Ways to Tune In:

The Agile Marketing Transformation - Femi Olajiga - Hard Corps Marketing Show #199

The Agile Marketing Transformation - Femi Olajiga - Hard Corps Marketing Show #199

September 7, 2020

Agile marketing is a strategy that assists a cross-functional team’s productivity. Utilizing this strategy can help companies zero in on what they need to improve on.

An Agile Marketing Transformation Coach, Agile Digital Marketing Consultant, Author of Lean Agile Marketing, Founder and Managing Director of CX Conversion, Femi Olajiga, delves into the true purpose of agile marketing and how to utilize it in your company.

 

Takeaways:

  • Linking agile marketing information into business results starts with understanding what problem the team is trying to solve. 
  • Agile is great in helping visualize what problems a company has. It allows leaders to take a new perspective and break down what steps need to be taken to fulfill the marketing strategy.
  • A great marketer by default does not need agile, but agile can help assist with establishing a process for executing daily tasks.
  • Look at marketing like a soccer team. Everyone has their own position, but in every great team there is the person who takes on multiple roles. It’s all about skill development!
  • Agile does not fix problems. It sheds light on what fracture points are in a team. From there a plan can be made to improve these fracture points.
  • Career advice: Learn diplomacy early on.

 

Links:

 

Busted Myths:

  • Marketers try to fit marketing into agile. This caused an uneven distribution of focus on marketing. Agile is a process based methodology rather than business focused. 
  • Agile has become all about training. It has been monetized in the IT world. Take a step back and ask do we need training or are we working efficiently?

 

Ways to Tune In:

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