The Hard Corps Marketing Show
Team Advocacy Explosions - Jane Scandurra - Hard Corps Marketing Show #74

Team Advocacy Explosions - Jane Scandurra - Hard Corps Marketing Show #74

April 18, 2019

Attention all marketers, networkers and professionals! You won’t want to miss this explosive episode featuring marketing professional, documentary filmmaker, CEO & Marketing Strategist at Scandurra Group, Jane Scandurra.

In this episode, we talk all about the effectiveness of employee advocacy groups for your company’s promotion and engagement, how to develop successful, long-term networking strategies, and discuss the do’s and don’ts of social sharing in an attention economy.

 

Takeaways:

  • Activate your employees through an employee advocacy program. Employee messages get shared more often than corporate messages.
  • Make an effort to be present across your social platforms. Use it as an opportunity to network and show what you know. There’s so much value to putting yourself out there.
  • Employees want to work for companies that have a purpose. You can use social outreach as a purpose.
  • It’s everybody’s job to market. All employees should have opportunities to promote your company. Marketing shouldn’t be the only ones driving it.
  • Social media is all about engagement, don’t just share content you see. That’s no different than spam. Add a comment or note to address in your post and put your own spin on it.
  • Share personal interests or hobbies in your account profiles rather than just work stuff. You never know what kinds of connections you can make with others.
  • In a day with such short attention spans, you’ll only get attention if you earn it. Set yourself up as an expert or go-to person in your field and people will be more likely to pay attention to your content.
  • Networking is extremely important. Your network is your net worth.

 

Links:

Marketing Automation Masterminds - Adam Post - Hard Corps Marketing Show #73

Marketing Automation Masterminds - Adam Post - Hard Corps Marketing Show #73

April 16, 2019

Get ready to bust some massive myths with demand gen leader, entrepreneur, and Co-Founder of InStereo, Adam Post.

Think you know it all when it comes to creating the perfect marketing strategy? Think again! Marketing automation is a process that takes intention, planning and a lot of effort. This episode is loaded with pro tips you can use to become a Marketing Automation Mastermind!

 

Takeaways:

  • Take an active role, not a passive role in your marketing.
  • Make your customer feel heard. Listen first and make sure you understand their needs, wants and pains.
  • A great marketer has great empathy. Put yourself in their shoes. Understand what they’re going through and respect that.
  • The best marketers have that sales drive and they leverage the marketing tactics to make it happen.
  • Define the plan. What are you trying to accomplish and how will you do it over time?
  • Tailor the approach to deliver value. People appreciate tailored ads more than generic ads.
  • Be in the business to make your clients successful.
  • Sales engagement is an authentic one-to-one personalized message from somebody who should own the relationship.
  • Get the right tool that fits the needs of the business and the needs of the users in the business.

 

Links:

Develop Engaging Customer Relationships - Keith Phillips - Hard Corps Marketing Show #72

Develop Engaging Customer Relationships - Keith Phillips - Hard Corps Marketing Show #72

April 11, 2019

Refine and perfect your marketing for a seamless customer experience. We’re talking with entrepreneur, marketer, Facebook ad guru, and Director of Business Development at Classic Photography, Keith Phillips.

Developing a successful marketing plan takes time and effort. This episode provides insight into the many aspects of the marketing funnel from initiating interactions to nurturing and to finally closing that deal.

 

Takeaways:

  • Don’t try and automate everything possible just because you can, some things don’t need to be automated.
  • Use conversational marketing. Try the 8 word email or text. Start by asking an open-ended question.
  • The real goal of your interactions should be the number of sales you can make and how to provide the best experiences for everyone involved.
  • Automation should always look authentic.
  • The point of email is to initiate real human interaction. Click through rates are great, but reply rates are even better!
  • Marketers need to understand the end game of closing the sale by working in sales from time to time. Relationships aren’t just about data.
  • You can start conversations via Facebook ads. Use the tools or programs within Facebook to initiate and continue your conversations.
  • Match your funnels across all platforms. Make the journey consistent and seamless for the client so they get the same impression of your company throughout the entire process.

 

Links:

Epic Event Marketing - Kim Gibbons - Hard Corps Marketing Show #71

Epic Event Marketing - Kim Gibbons - Hard Corps Marketing Show #71

April 4, 2019

Even small companies can make a massive impact with their marketing. Learn how to crush it with Marketing Technology Leader, Storyteller and CMO of NetNumber, Kim Gibbons.

There’s no reason why your company can’t get as much attention as the big guys. In this episode you’ll learn all about the value of being disruptive, how to give your small team a big voice, and strategies for planning epic marketing events.

 

Takeaways:

  • Small businesses have harder decisions to make because they have smaller budgets and smaller teams.
  • Don’t be afraid to ask for discounts or breaks if you have a limited budget to work with.
  • Don’t let the big brands drown out your voice. Smaller companies can still get their voices heard. Be creative, pull in resources and collaborate with partners.
  • To be authentic, you need to ground your story in reality. Be truthful and honest and back it up with customers who can testify in favor of it.
  • Don’t be salesy. Be informative and educational.
  • When doing presentations, don’t call out errors on your slides. Stay focused on your content and message.
  • After running or attending a conference, take time to decompress, discuss what you learned, and what you could incorporate into the next one.
  • Be creative and find new ways to draw attention to your brand and booth when attending conferences.
  • Marketing’s role is to bring creativity forward. It’s a mix between an art and a science. Use that blend to tell stories in a compelling way.
  • Whenever an opportunity comes to you, take it. You’ll learn so much about yourself and your career that will make it completely worth it.

 

Links:

Authenticity in Marketing - Sarah McNabb - Hard Corps Marketing Show #70

Authenticity in Marketing - Sarah McNabb - Hard Corps Marketing Show #70

March 28, 2019

Cut out the bull and get real with your clients. There’s no beating around the bush when it comes to marketing with marketing leader, Swiss Army Knife of marketing and CMO of Gate39 Media, Sarah McNabb.

In this episode, we talk about the importance of keeping your marketing communication authentic, why you should focus on generating content that offers real value and how it all contributes to building a trustworthy brand.

Takeaways:

  • Be authentic in your communication. In some cases even profanity can give your thoughts authenticity and help you express yourself.
  • Be you. It can change dynamic and make people feel more comfortable. When it comes to Marketing - don’t be fake.
  • Use language in a human and casual way.
  • Make your content educational. People’s time is important and attention spans are short. Cut to the chase and be casual and conversational.
  • Content has to provide value and offer something unique. Provide a checklist, guidelines, something with a unique spin and perspective.
  • Don’t be plastic. Avoid appearing too polished and out of touch with your clients.
  • Remember that in the end you are always speaking to a human - period. You trust companies, but you trust people more.

Links:

Marketing with Data Confidence - Joe Andrews - Hard Corps Marketing Show #69

Marketing with Data Confidence - Joe Andrews - Hard Corps Marketing Show #69

March 21, 2019

It’s time to optimize your data! We’re talking about how to enrich and expand your company’s database with Technology Marketer, Marketing Leader and Vice President of Product & Solution Marketing at InsideView, Joe Andrews.

This episode is all about maintaining a healthy and accurate database. You’ll learn how to optimize your data by assessing, cleaning, enriching and ultimately expanding it so you can have confidence in every aspect of your sales and marketing efforts going forward.  

 

Takeaways:

  • Don’t turn a blind eye towards your data. Pay attention to it and review it regularly.
  • Sales and marketing alignment starts with data. Lack of agreement on target accounts is the highest source of misalignment between sales and marketing leaders.
  • Metrics are how sales and marketing measure. Sales measures revenue; marketing measures leads and quantity.
  • Work collaboratively to determine who are the right accounts to go after and who are the right people at those accounts.
  • Data is not a set it and forget it exercise because things are always evolving.
  • The purpose of data quality is to make sales and marketing execution better. It’s goal is to optimize the revenue engine.
  • About 25% of the database is inaccurate at any time. Don’t waste your salespeople's' time and your marketing efforts with incorrect data.
  • Get your data ready by self-assessment, cleaning it up, filling in any missing information and expanding it to include new fields if necessary; assess, clean, enrich and expand it.
  • Reassess your data once every year to keep it updated and fresh for the highest effectiveness.

 

Links:

Success Through Marketing Routinization - Justin Barish - Hard Corps Marketing Show #68

Success Through Marketing Routinization - Justin Barish - Hard Corps Marketing Show #68

March 14, 2019

It’s time to establish a marketing routine that wins! Don’t miss this exciting episode featuring marketing leader and strategist for both B2B and B2C channels, and VP of Digital Marketing at Dynasty Financial Partners, Justin Barish.

In this episode we discuss how to get the most out of your social platforms, the benefit of digital network referrals over word-of-mouth referrals and share first-hand career advice on how to boost your professional game and become an authentic marketing influencer.

 

Takeaways:

  • Remember that referrals can come in through a digital network as well as a personal network.
  • Make sure you are testing the different ways digital marketing gets you referrals.It will help you determine what works and what doesn’t.
  • It’s strategic to develop specific messages for specific audiences BUT every message must map back to your brand DNA to maintain your overall brand integrity.
  • For marketing to work you need a value exchange; what you’re giving must be of equal or greater value than what you are asking for. Avoid a misaligned value exchange.
  • Process comes down to routinization. Commit to being consistent and disciplined with your marketing process and you’ll eventually get the results you want.
  • It’s all about small wins. Don’t miss out on the progress obtained from small wins by being too obsessed with the big wins.
  • Have confidence in your ability to do things in your own style and flow. Don’t be afraid to do everything in a personalized way.
  • Practice makes progress. It’s not about perfection, it’s about making progress.

 

Links:

 

Marketing Data with the CDP Institute - David Raab - Hard Corps Marketing Show #67

Marketing Data with the CDP Institute - David Raab - Hard Corps Marketing Show #67

March 7, 2019

It’s time to demystify your marketing data and customer data platforms (CDPs) with author, Marketing Data Consultant, and Founder of the CDP Institute, David Raab.

Data is such a big part of marketing today and it’s becoming more and more necessary to rely on technology to gather and organize customer data. This episode will teach you all about the purpose of using a CDP to organize your gathered data for marketing use.

 

Takeaways:

  • Figure out your own requirements and use cases then find a tool that does what you need. Don’t just use tech because it’s what everyone else is doing.
  • It’s easy to overlook your requirements gathering. Think about what you need to do first.
  • Determine tasks you need your marketing tech to accomplish then sit down with the salesperson to find out how that product will work for you.
  • When deciding to gather marketing data, put together the strategy first, develop your process and leave the technology for later.
  • When it comes to multi-touch reporting, do it right. Get your data first then normalize it.
  • Customer Data Platforms make your collected data easy to understand by building a database. They get all the data together in one place then enable your systems to use it.
  • Involve your IT department in implementing the technology for system and security purposes but the Marketers should be the ones running the platform and making the decisions on the technology’s use.

 

Links:

Real SDR Loves Marketing #SayWhatSales - James Buckley - Hard Corps Marketing Show #66

Real SDR Loves Marketing #SayWhatSales - James Buckley - Hard Corps Marketing Show #66

February 28, 2019

It’s time to step up your sales development strategy with Sales Guru, SDR Ninja and Director of Business Development at Ringlead, James Buckley.

In this episode we not only smash many common myths about sales development but we also discuss the importance of relationship in all your sales efforts and why it’s essential for marketing and sales to work as a team to communicate properly and get real engagement.

Takeaways:

  • It’s the responsibility of sales representatives to build relationships. Sales reps need to start the conversations and qualify the leads before they reach the account executive.
  • Marketing doesn’t qualify leads, they can only pre-qualify leads. It’s sales that sets the structure for qualifying those leads because marketing can only go so far.
  • The hand-off is the teamwork most miss out on. It’s important that marketing communicate the context of the lead and its engagement with sales when they transfer it over.
  • Relationship is the only thing that matters. It’s what makes your retention sustainable. Without relationship your sales are short sighted and you won’t gain lasting clients.
  • Keep in mind that clients form connections and relationships with the people behind the company, not the company itself. Each individual they interact with is a different connection and a different relationship.
  • The main job of an SDR is to change perception and create enough interest to make a change.

 

Links:

 

Creative Marketing By Design - Bob Cargill - Hard Corps Marketing Show #65

Creative Marketing By Design - Bob Cargill - Hard Corps Marketing Show #65

February 21, 2019

Become a social media rockstar with surefire digital media techniques from marketing sage, copywriter, speaker and founder of Cargill Creative, Bob Cargill.

Learn all about why it’s important to maintain an active presence on social media, useful strategies for determining the best platforms for you and why keeping humanity at the heart of your content builds credibility and trust that can speak volumes for your brand.

 

Takeaways:

  • Don’t forget the human side. It’s critical that you make the human connection and create your content with human feelings and desires in mind.
  • Reinforce your technology with the right team. If you don’t have the right people, all the technology won’t even matter.
  • Repurpose your content for more uses across platforms. Turn your videos or podcasts into blog articles or graphics to be used other places.
  • If you’re new to social media, make sure you look at where your audience is and do a competitive analysis. This helps you determine what kind of content you should create.
  • When doing social for business, try to stay personal most of the time. 20% - 30% of your content should be promotional, the other percentage should be educational and entertaining.
  • Make sure you listen to and learn from others on social media. It’s a great way to share your thoughts and opinions without having to create every piece of content by yourself.
  • Be likeable. People look to do business with people they like.
  • Visual content is HUGE. Make sure to incorporate videos and photos into your social content. It might be intimidating at first but it can get you a lot of traction.
  • Make an effort to be in touch with your social media audience. You should be conversing with your audience, learning and adjusting accordingly.

 

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