The Hard Corps Marketing Show
The New North Star: Outcomes - Mathew Sweezey & Dave Duke - Hard Corps Marketing Show #235

The New North Star: Outcomes - Mathew Sweezey & Dave Duke - Hard Corps Marketing Show #235

January 15, 2021

How do we define customer success? Is it through the experiences our clients have or by the outcomes they receive?

Host of the 5x award winning podcast The Electronic Propaganda Society, Director of Market Strategy at Salesforce, Mathew Sweezey, alongside, Customer Experience Thought Leader, Host of The Revenue Revolutionaries podcast, Co-Founder & Chief Community Officer at MetaCX, Dave Duke negate the mindset of customer experience as the quintessential element for customer success.

 

Takeaways:

  • At the end of the day our customers are evaluating if they achieved value in this relationship. It’s time to shift our thinking towards our customer’s goals and their overall success. 
  • If outcomes are implemented into business reviews then we will be able to understand what milestones need to be hit in order for us to help clients achieve their goals.
  • An outcome is not created by a single team. Move your organization out of silos and into concentric circles around key moments of the customer journey.
  • It is important to have a conversation with your team and clients how we are presenting our products and services in the context of the outcomes the customer needs to achieve. Features are not a one size fits all. 
  • We have redone our math on customer success. An experience that does not lead to the outcome can always be surpassed by an outcome with a poor experience. But an outcome with a poor experience can always be surpassed by an outcome with a positive experience. 
  • Career Advice: Read more and get as many work experiences as you can!

 

Links:

 

Busted Myths:

  • Experiences are not the end all be all! The customer’s experience is not the customer’s goal. It is merely the method we use to accomplish their goal.

 

Ways to Tune In:

The Best of 2020 - Christina Anderson - Hard Corps Marketing Show #234

The Best of 2020 - Christina Anderson - Hard Corps Marketing Show #234

December 18, 2020

The Best of 2020 - Christina Anderson - Hard Corps Marketing Show #234

 

It’s a holiday special! And a special guest - Christina Anderson, Marketing Coordinator at Cheshire Impact! 

 

2020, as crazy as it’s been- what a wonderful thing to have had these amazing conversations directly with friends and guests from across the country and abroad! It brought us together in this spaced apart time. 

 

**Disclaimer- this was HARD! All of our guests are noteworthy! Check out all of our episodes at our website Hard Corps Marketing Show ** 

 

Episode Shout Outs!

 

  • Fanocracy Marketing - David Meerman Scott - Hard Corps Marketing Show # 115
  • The SEO Puzzle Master - Stoney deGeyter - Hard Corps Marketing Show #120 
  • No Nonsense Marketing Fundamentals - Laura Luckman Kelber - Hard Corps Marketing Show #121
  • Marketing Automation - Casey Cheshire - Hard Corps Marketing Show #129
  • What it Really Takes to Align Sales & Marketing - Logan Childs - Hard Corps Marketing Show #137
  • The Best of ABM - Christina Anderson - Hard Corps Marketing Show #164
    • ABM Marketing
  • The Power of Influencer Marketing - Neal Schaffer - Hard Corps Marketing Show #167
  • The GDPR & CCPA Marketing Experience - Jodi Daniels - Hard Corps Marketing Show #154
  • Quantifying Marketing for Megadeals- Christopher Engman - Hard Corps Marketing Show #157
  • Distributing Content as Breaking News - Chris Walker - Hard Corps Marketing Show #163
  • Start Ugly - Chris Krimitsos -Hard Corps Marketing Show #180
  • The Content Miner - Kristen Sweeney - Hard Corps Marketing Show #183
  • The Marketing Metrics that Matter - Alon Wacks - Hard Corps Marketing Show #184
  • Outcome Obsessed Marketing - Holly Tsourides - #192
  • The Economic Fortune Teller - Steph Smith - Hard Corps Marketing Show #185
  • 5 Minute Selling - Alex Goldfayn - Hard Corps Marketing Show #194
  • Decrypting Marketing Data - Yogesh Mehra - Hard Corps Marketing Show #196
  • The Agile Marketing Transformation - Femi Olajiga - Hard Corps Marketing Show #199
  • Personalization Beyond the 9-5 - Greg Segall - Hard Corps Marketing Show #212
  • The SLA that Aligns Sales & Marketing - Darryl Praill - Hard Corps Marketing #215
  • Marketing Operations Master - Crissy Vetere Sanders - Hard Corps Marketing Show #223
  • How to Fit a Giraffe In the Refrigerator - Tammy Begley - Hard Corps Marketing Show #227
  • The Secrets of SEO - Geoff Atkinson - Hard Corps Marketing Show #228
  • The Beyonce of Marketing - Junae Brown - Hard Corps Marketing Show #232
  • Building an Authority Marketing Colosseum - Adam Witty - Hard Corps Marketing Show #130
  • Curiosity that Sparks Innovative Marketing - Diane Hamilton - Hard Corps Marketing Show #123

Busted Myths:

 

  • If you’re sitting close to your camera, it’s almost as if you’re sitting across the table from that person at a coffee shop
  • We have a common vocabulary with sales! No fancy sales words, or marketing words

 

Ways to Tune In:

 

The Content Marketing Manifesto - Xenia Muntean - Hard Corps Marketing Show #233

The Content Marketing Manifesto - Xenia Muntean - Hard Corps Marketing Show #233

December 10, 2020

A Thought Leader, Content and Social Marketing Expert, Forbes 30 Under 30, Speaker, Author of The Manifesto on Content Marketing Teams, Evangelist, Podcast Host of The People In Marketing, Co-Founder and CEO of Planable, Xenia Muntean, shares her knowledge of best practices for social and content marketing.

 

Takeaways:

  • There are no specific metrics that every business needs to follow. Each business is unique, as well as, their goals. Pay attention to the metrics that best suit your goals.
  • Building great content is not enough. You should spend just as much time, if not more, on promoting, repurposing and SEO to get your content in front of your target audience.
  • In the growing technological world, more and more content is being produced each day. It is important to focus on how you can produce content in a scalable matter with little resources. 
  • Sometimes we need to move slower in order to move forward and evolve. Work on having a strong foundation and process for your social media before advancing.
  • Career Advice: You can do more than you think you can!

 

Links:

 

Busted Myths:

  • There is no best posting time on social media. It really depends on the type of audience and business you have. Instead, focus on algorithms, engaging content, and reactions.

 

Ways to Tune In:

The Beyoncé of Marketing - Junae Brown - Hard Corps Marketing Show #232

The Beyoncé of Marketing - Junae Brown - Hard Corps Marketing Show #232

December 3, 2020

Marketing is not just about sales or the product. It is about the people and the community you cultivate. This is why creating an experience with your marketing is key.

A Strategic Marketing Leader, former marketer at Sony Music, Founder and CEO of Browned 2 Perfection Agency, Junae Brown, shares her extensive knowledge of building marketing experiences and being intentional on social media.

 

Takeaways:

  • In the sea of marketing, you have to find a way to stand out! We have all this access to resources and our consumers at our fingertips. Find an impactful way to tap into your audience that is half the cost but is twice as much.
  • Everybody wants to be the brand that is talked about. Create moments on social media consistently and be intentional about what you are putting out there.
  • Think of strategies like a carnival. There needs to be something for everyone because consumers are very nuanced. Even though a group might have the same intention, the way they think could be completely different.
  • “Good marketing is about tact not just tactics. It’s all about the people. If there were no people there would be no customers, audience, or need for the brand.” ~Junae Brown
  • Every person is not going to fit into your target audience or be your customer. Instead provide everyone a positive experience and your community will grow.
  • Career Advice: Trust yourself! Just because everyone can’t see your vision yet, does not mean it shouldn’t exist.

 

Links:

 

Busted Myths:

  • We should make our marketing a fully immersive experience for our user. Promote longevity by keeping it interesting and being a part of the conversation.

 

Ways to Tune In:

Redefining Sales for Success - David Kreiger - Hard Corps Marketing Show #231

Redefining Sales for Success - David Kreiger - Hard Corps Marketing Show #231

November 25, 2020

A Business Leader, Entrepreneur, Writer, Founder and President at SalesRoads, David Kreiger, delves into building sales and marketing alignment and buyer communication.

 

Takeaways:

  • Having a point person that sales and marketing reports to bridges that gap of communication between the departments, as well as, creates a coherent strategy.
  • It is important for sales and marketing to collaborate together to customize their marketing tools. Step away from the templated email blasts!
  • Buyers have become busier and require quicker communication from sales people. Inside sales have been thriving because they are better equipped for that level of communication with easy access to technology such as Zoom. 
  • Focus on your Ideal Customer Profile when marketing and selling to clients. Try to target clients that you know you would service well and have deep conversations with them.
  • Invest in coaching your sales representatives. Putting a coaching infrastructure in place for your team is key to creating unified messaging across the board.
  • Career advice: Start early and learn as much as you can.

 

Links:

 

Busted Myths:

  • Most people think of a salesperson as someone who is gregarious and always has an interesting story. However, the best salespeople are those who enjoy listening and are passionate about solving their clients problems.  

 

Ways to Tune In:

The Customer View Journey - Bill Schick - Hard Corps Marketing Show #230

The Customer View Journey - Bill Schick - Hard Corps Marketing Show #230

November 19, 2020

Data driven approaches are great for creating logical predictions for how customers will interact with content. However, people are not cut and paste. It’s time to take a more personal approach and think like the customer.

A Marketing Leader, Strategist, Artist, Writer, Speaker, Fractional CMO, Founder of The ABM Journal, Founder and Chief Marketing Strategist at MESH Interactive Agency, Bill Schick, shares his knowledge of customer viewpoint.

 

Takeaways:

  • Following a very rational data approach to marketing runs the risk of going down the same path as competitors. There is no one forum to marketing success.
  • Try adding a humanistic approach to marketing. People want to know who is on the company’s team and why you created what you have created.
  • Present data or a view that those who have financial jurisdiction respect above their own. This will promote alignment and overcome any preconceived views the individual may have about something.
  • Don’t be afraid to be experimental when it comes to account based marketing. Try creating a strategy that has an unexpected angle that relates to the conversation and their work reality.
  • Create experiences that teach or that have interactive components. This allows sales representatives to have a more personal connection early on to start the conversation with customers.
  • Career advice: Don’t feed into the fear of risk. Make the jump!

 

Links:

 

Busted Myths:

  • Not everybody can be in marketing. It takes a special kind of person to do the digging and be creative!

 

Ways to Tune In:

Social Media Authenticity - Mandy McIntyre - Hard Corps Marketing Show #229

Social Media Authenticity - Mandy McIntyre - Hard Corps Marketing Show #229

November 12, 2020

LinkedIn has been used to network and promote professional work. However, you can still add your personal touch and authenticity within your LinkedIn posts.

A Social Media Leader, Digital Content Creator, LinkedIn Master, Director of Content & Digital Media at Enterprise Community Partners, Mandy McIntyre, 

 

Takeaways:

  • Don’t be afraid to let your personality shine through on LinkedIn. Share the development and emotions behind a project you are working on. 
  • There is power in sharing insight or happenings behind the scenes. If you want engagement with others then try giving them your thoughts on the subject or ask questions.
  • Telling an experience or stories about yourself on LinkedIn. This helps promote your authentic self rather than simply giving tips on how to overcome or master the topic.
  • Be more open to others opinions and comments on your content. They could have a point of view you haven’t thought of or this could be an opportunity to challenge their thought process.
  • Career advice: Start thinking about and exploring the things you are passionate about early.

 

Links:

 

Busted Myths:

  • You do not need to be perfectly polished and buttoned up if you are a leader on social media. Show that you are an actual person. 

 

Ways to Tune In:

The Secrets of SEO - Geoff Atkinson - Hard Corps Marketing Show #228

The Secrets of SEO - Geoff Atkinson - Hard Corps Marketing Show #228

November 5, 2020

SEO is often seen as this puzzling creature that is difficult to navigate. Is SEO really as mysterious as we assume it to be? Or is the secret for a great SEO just a few clicks away? 

A Technology Driven Marketing Thought Leader, Entrepreneur, Speaker, Former SVP of Marketing at OverStock.com, Founder and CEO of Huckabuy.com, Geoff Atkinson, debunks the misconceptions behind SEO and gives tips on how to better your website rank.

 

Takeaways:

  • Top tips for ranking high on Google: 

    • Have a great technical foundation of your site, such as mobile friendliness, page speed, site architecture, amount of Javascript, etc. 
    • Backlinks matter!
    • Have regularly updated content on your site
  • Do not put 90% of your focus on paid channels such as page search, social, display, or media. Things like email, CRM, and SEO are much easier to adjust and are less technical.
  • Page speed is a huge problem across the internet! If you are looking for something to work on next in SEO, then read up on the new updates for page speed coming in 2021.
  • Career advice: Set yourself up so that you are comfortable and enjoy work rather than having it be your entire life. Don’t put yourself and your wellbeing in the backseat.

 

Links:

 

Busted Myths:

  • SEO is way more transparent than people give them credit for. They are quite honest about what they want out of websites and you are able to reverse engineer it.
  • SEO agencies and consultants are not always the solution. Many make their business model off of the idea that SEO is a black box controlled by Google and only they can crack the code.
  • Content is not king. It is very important, though there are other fundamental things that you have to do in order to achieve great search rankings.

 

Ways to Tune In:

How To Fit A Giraffe In A Refrigerator - Tammy Begley - Hard Corps Marketing Show #227

How To Fit A Giraffe In A Refrigerator - Tammy Begley - Hard Corps Marketing Show #227

October 29, 2020

Marketers often fall into the trap that a marketing tool is a silver bullet. How do we build off that tool to better our marketing outreach?

An International Marketing Leader, Entrepreneur, Marketing Automations Strategist, Certified Pardot Consultant, on the Pardot Advisory Board at Salesforce, Pardot Practice Lead at Destined, Tammy Begley, gives her insight into marketing tools about how to implement.

 

Takeaways:

  • “You need to start thinking outside of the box. Stop having preconceived ideas because the way you are going to be successful is if you break down some of those boundaries.” ~Tammy
  • Having sessions about Pardot marketing automations with all company departments helps set the scene to start the process of building your silver bullet and get people excited!
  • In today’s marketing world you need to be a digital marketer as well as a traditional marketer. If you don’t have those skill sets then it’s going to be difficult to survive.
  • Marketing operations are essential to a company’s success. If a company’s systems aren’t aligned then it could be doing anything and everything but not getting the right return for the efforts.
  • #1 Tip for Marketing Automations: Keep it simple. This allows you to listen and learn more about the tool starting out. Then you can try pushing the limits.
  • Career advice: Believe that you can do anything you put your mind to.

 

Links:

 

Busted Myths:

  • Marketing automations tools are not a silver bullet. They may open doors to new strategies, but it does not tell you what to say or do.

 

Ways to Tune In:

The Truth Behind Data Science - Ted Lorenzen - Hard Corps Marketing Show #226

The Truth Behind Data Science - Ted Lorenzen - Hard Corps Marketing Show #226

October 23, 2020

Data driven analytics are essential to understanding the impact of marketing campaigns. However, with all of the data available, what should you really be focusing on? What are your goals?

A Data Science Wizard, Veteran Data Analytics Thought Leader, Translator, Methodologist, Consultant, Ted Lorenzen, delves into goal orienting your data analytics.

 

Takeaways:

  • Analytics is not just ROI. You can use the same methods or techniques you would for ROI in other metrics to expand on all your other goals.
  • Before making data driven decisions there needs to be goals in place to strive for. This is a more organized way to adjust marketing to drive efficiency or increase impact.
  • Use these steps to find out what data you should analyze in your data:
    • What does the business need?
    • What levers are you allowed to pull on?
    • Find the historical data for each lever or you will need a proxy.
  • Try having a third party experienced data analyst look at your campaign data. This provides an impartial set of eyes with no unconscious bias towards the results.
  • Don’t be afraid to experiment with new marketing ideas. For example, running an ad experiment on Facebook, allows you to see how your audience responds to inform you for the future.

 

Links:

 

Busted Myths:

  • ROI is not the only goal for data analysts. If you only chase ROI, then you are going to miss out on important things marketing is doing. Look through it with different lenses, such as total impact.

 

Shout Outs:

  • 44:25 Cassie Kozyrkov

 

Ways to Tune In:

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