Where the World Trains Marketers - Moe Abbas - Hard Corps Marketing Show #59

January 10, 2019

We are talking with award winning marketing leader, explorer, and entrepreneur Moe Abbas, CEO & Founder of GenM, an online education platform designed to offer students real world marketing experience through apprenticeships and mentorships.

In this episode Moe discusses the most important places to focus your marketing efforts first, the principles he uses to optimize his marketing strategy and grow his business, and some simple, smart tactics to reach your client demographic and re-engage existing customers.

 

Takeaways:

  • Marketers really need to focus on outcome. Determine how you are going to track your outcomes and what is involved in getting and interpreting those outcomes.
  • Don’t forget about sales. Marketing doesn’t matter if you can’t close deals.
  • Don’t put all your effort into making your website look pretty. It doesn’t benefit you much if you optimize the lower end of the funnel if no one is coming into the funnel.
  • One effective way to grow is to re-engage signups that didn’t convert.
  • Understand your demographic and find them when they have intent. Ask where people are searching for the solution, go there and enable them to find you.
  • Be a smart marketer. Look for new platforms because you can often get cheaper prices when they are first released.
  • There is no better investment than trying to monetize your existing users and the best place to start is with your email list. It’s the only platform where you can talk to your customers without an intermediary censoring your content.
  • If you are a small business owner, stop trying to automate your sales. You can still benefit most from being personal and communicating with your customers.

 

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Best of 2018 - Casey & Liz - Hard Corps Marketing Show #58

January 3, 2019

In this episode, Casey and HCM Producer Liz Costa chat about some of their favorite shows of 2018 and many of the notable guests of the Hard Corps Marketing show’s first year.

We bring out the highlights of the best episodes of 2018, talk about future podcasting plans for the new year and take some time to share a little bit about ourselves.

 

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Revenue Centric Marketing - Karen Steele - Hard Corps Marketing Show #57

December 27, 2018

It’s time to implement new marketing changes that boost revenue and bring results! Listen in for new marketing tips from brand recognition officer and CMO of LeanData, Inc., Karen Steele.

In this episode we discuss how to avoid the “blame game” between sales and marketing, the importance of collecting quality data and the role it plays in overall attribution success and why focusing on becoming revenue-centric will build a powerhouse of a marketing team.

 

Takeaways:

  • Don’t play the “blame game” between sales and marketing. Instead, make an effort to work together to be a revenue team.
  • Focus on building revenue. If you tie things to revenue, you’ll have nothing to fear.
  • Companies have focused on ICPs (Ideal Customer Profiles) ABM concepts help people organize over programmatic things.
  • You can’t have good analytics and AI if your data house isn’t in order. Get your data right first. Being marketing-centric starts with good data.
  • Marketing attribution is a journey. Your teams are always working together to come to common understandings and ask certain questions to tell what the impact will mean for business.
  • The only way attribution works is if the model is established to common terms, goals and a timeframe between sales and marketing.
  • Your attribution strategy  should always be tweaked for the betterment of learning and of understanding the business.
  • Customer advocacy is still king. It’s not about tricking and manipulating. It’s about connecting and helping your customer.

 

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Future-proof Your Marketing - Parmelee Eastman - Hard Corps Marketing Show #56

December 21, 2018

Empower your business to withstand economic downturns with future proof marketing strategies from the mind of data wizard and President of EastSight Consulting, Parmelee Eastman.

Parmelee warns about the various ways economic factors can affect your marketing efforts and lays out specific tactics you can use to keep your company leading and your marketing succeeding through almost any type of economic challenge.

 

Takeaways:

  • Use a downturn as an opportunity to look into what your competitors are doing and, if possible, take the market share from them.
  • When planning for the future, it’s important to take the possibility of recession into your plan and set up a way to sustain your business through the lean times.
  • Plan to tailor your message according to the economic landscape if need be. “I can save you money” may be a better message than “I can help you grow.”
  • The key to staying solvent during down times is to plan to revisit your plan and adapt it towards what’s going on. Set quarterly goals along with your yearly goals to keep projects and plans moving forward throughout the year.
  • Every downturn seems to hit some industries harder that others. Pay attention to those at-risk industries at risk and pay attention to how that may affect your customers.
  • It’s very important to think about your customers and their customers’ industries. Think about diversifying your customer base if your primary customers are in an industry that may be hit particularly hard.
  • Have a baseline profile of your main competitors. Check in quarterly and set up an alerting system to what types of business changes they are making.
  • Be aware of disruptive industries and technologies. If your company is highly focused on a specific type of product, don’t ignore any other products that might compete with or completely replace yours.
  • Keep your finger on the pulse of your customer. Set up reports and see what’s going on. Talk to your customers and especially talk to non-customers.
  • Use a win/loss program to detect the reaction people have to your business or product.
  • Use customer complaints to your advantage. It’s FREE market research.

 

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The Future of Social - Jason McDonald - Hard Corps Marketing Show #55

December 13, 2018

Don’t miss this opportunity to get an expert opinion of today’s top social media platforms with author of the Social Media Marketing Workbook and Senior SEO/Social Media Director at JM Internet Group, Jason McDonald.

Jason uses his knowledge of some of the current, most popular social media platforms to discuss their specific strengths and weaknesses and how each can contribute to their future success or failure. Learn how to utilize the best features of each one to maximize your social marketing impact and gain more interaction with your customers for many years to come.

 

Takeaways:

  • Bad reviews and complaints against your company may come but don’t let them get to you. Do some learning and decide how to take steps to resolve any serious issues you may have.
  • It’s good practice to get input from experienced people if you are new to the business scene. Immaturity and inexperience can interfere with success and healthy decisions.
  • Twitter is still a very open platform and enables free discussion and opinion. You can use that to your advantage but it’s important to be mature enough to understand the results of certain Twitter practices.
  • Twitter is a good platform to reach out to bloggers and journalists for marketing purposes. Many of them use it for information and news often breaks first there.
  • LinkedIn is doing a great job for business owners and marketers. It has incorporated hashtags, native videos and native articles into its profiles which has improved user functionality for business and professional use.
  • Snapchat is more of a messaging app and is really not a social media app.
  • Instagram is more of a simple model that has grown increasingly popular. With a new ecommerce feature for users over 10,000 fans, it is great for consumer marketing.
  • Amazon.com can actually be considered a search engine and is growing to rival Google with its ever increasing platform and consumer offerings.

 

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Marketing Automation Expertise - Pierce Ujjainwalla - Hard Corps Marketing Show #54

December 6, 2018

Every killer marketing campaign should start off with a well structured and strategic plan from its inception. That’s why we’re talking about marketing planning and strategy with Founder and CEO of Revenue Pulse and the Founder of Knak.com, Pierce Ujjainwalla.

Pierce breaks marketing planning down into some simple best practices that address certain topics such as using a data warehouse versus a data lake, the importance of syncing your automation platform with your CRM and why putting together a well thought out plan can get you results that matter and the ROI you’re looking for.

 

Takeaways:

  • It’s easier now than ever before to track online and offline marketing efforts. Use the many tools available to you to gather some great data.
  • The most critical step is to get your marketing automation platform in place. The sooner you get it up and running, the sooner you’ll be able to start reporting on results.
  • Set up the foundation of what you are trying to gather first and then map out all the tactics you’ll use to gather that information.
  • Once you have the tactics, break them down into their various steps. Then it’s important to identify what success looks like for each tactic you are using.
  • It’s very important to have a full 1-to-1 sync between your marketing automation platform and your CRM. If you don’t sync them you can get silos that duplicate data.
  • When implementing any new strategy, make sure that the company leadership is on board with the changes. If not, it will not be as effective as you hope and may just wind up being a waste of money and time.
  • Focus on your Lead Object. If you’re not looking at your lead object in an attribution model you can miss out on about 70% of your total attribution.  

 

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Marketing Model Hacker - Shawn McCarthy - Hard Corps Marketing Show #53

November 29, 2018

Turn your tech woes into tech wows by utilizing some of these amazing tips on marketing technology from a model hacker, marketing wizard, and Founder of Mix Bowl Media, Shawn McCarthy.

In this episode you’ll learn about how to be strategic when using some of the common marketing technologies available today, how to harness the power of those technologies to run killer campaigns and why it’s extremely important to stay on top of the ever-changing technological landscape.

 

Takeaways:

  • Don’t use Facebook ads to just drive people to your home page. That is not a good way to gather leads. You want their action to lead them to their next obvious action.
  • Stay on top of the new ad products that come out. If you’re at the forefront, you’ll get the cheaper ad costs. Costs can go up as these products mature, so getting at them early can get you a better price.
  • You can use the same message 3 ways. Try using it in a landing page, lead ads, and messenger marketing campaign. Make sure to run tests on them to gather data.
  • When doing pay-per-click ads, choose ads that are relevant to what you are offering. Match intent with your offer and match the keywords.
  • Keep in mind that “free” doesn’t mean potential clients will never pay, it just means they don’t want to pay yet. They may end up paying for your product in the future.
  • Use news articles or current events to help “frame” your message and create context for the conversation you’ll have with your prospect. It keeps your message relevant.
  • “All advertising should be a conversation.” You should try to use it like you’re helping out a good friend.

 

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Marketing + AI = Future - Samantha Stone - Hard Corps Marketing Show #52

November 23, 2018

Artificial Intelligence is on the rise in the marketing world and who better to talk about AI and marketing technology than the Founder and CMO of The Marketing Advisory Network, and author of Unleash Possible, Samantha Stone.

In this episode you will learn all about artificial intelligence and how you should be using it to rock your marketing automation to get the most out of all your buyer interactions.  

 

Takeaways:

  • The main purpose of using AI is to get the most out of each and every interaction you have with your customer.
  • Human interaction is great but sometimes certain interactions are better using technology. Focus human time when humans work best and use technology for the rest.
  • AI - is not SkyNet. It’s nothing to be intimidated by and is well within the reach and use of small businesses and startups.
  • Technology allows us to focus on what may be best suited for that person independent of any one attribute.
  • Even the best AI needs good data from the beginning. As powerful as it is, it can only perform as well as the data it’s given.
  • Avoid the confirmation bias where you show your buyer only what you know they will like because the data reports that they like it. It can lead to many missed opportunities.
  • You may want to dive right into using AI but you still need a well-planned marketing strategy first. Evaluate your current strategy and establish what you want to achieve.
  • Get third party insight into what people are doing, searching and consuming outside your own property. Use a review site like TrustRadius to learn more about your buyer.

 

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Bullseye Marketing - Louis Gudema - Hard Corps Marketing Show #51

November 15, 2018

Now’s the time to build a spot-on marketing plan through the use of these professional tips from the Bullseye Marketing Guy, President of Revenue + Associates, and author of Bullseye Marketing, Louis Gudema.

In this episode we discuss the ever-changing marketing atmosphere and ways you can keep on top of those changes to craft marketing messages that cut through the noise and provide the right needs for your customer at the right time.

 

Takeaways:

  • 1 in 20 pieces of new content makes it to page one on the Internet in the 1st year.  Your website content no longer produces as much traffic as it used to in the past.
  • Content won’t be magically discovered anymore. You usually have to pay for it today.
  • Keep evolving in Marketing. Try new things and approaches to your marketing to keep it fresh and competitive.
  • Your customer is the center of the bullseye. Listen and talk to them to create a superior customer experience.
  • Phase 1: Take full advantage of existing marketing assets. Become aware with the assets you have. This is a good place to start
  • Email marketing is 40% more successful than social media for customer acquisition and costs almost nothing. Work on developing a good email plan.
  • Phase 2: Get in front of customers who want to buy now. Use intent data to find them.
  • Phase 3: Long-term brand-building and awareness programs. Create content, webinars, social media, display ads.
  • Balance your data and technology. You have to be in the digital space as well as the traditional.

 

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Crushing Your Buyer Interviews - Parmelee Eastman - Hard Corps Marketing Show #50

November 8, 2018

Get the most out of your buyer interviews and crush your competition with these hard and fast interview tactics from speaker and President of EastSight Consulting, Parmelee Eastman.

You will learn how to use win/loss strategies and buyer interviews to drill down deep into your buyer’s behavior to better solve their problems and ultimately gain their long-term loyalty.

 

Takeaways:

  • Interview both the buyers you won over and the prospects that didn’t choose your solution to help you better understand what people value.
  • Surprisingly, price is not usually the deciding factor in why people choose to buy your product or service.
  • Win/loss programs generally return about a 30% return on investment.
  • Technology is always changing and ongoing. Understand how it’s changing and what you plan to do to keep up with it.
  • This is the very powerful message you should be sending to your customers, “We want to understand you better so we can serve you better.”
  • Create “battlecards” by taking what competitors are saying to your customer and creating responses to those comments.

 

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