The Hard Corps Marketing Show
Human to Human Marketing - Katie Morse - Hard Corps Marketing Show #107

Human to Human Marketing - Katie Morse - Hard Corps Marketing Show #107

November 14, 2019

There are times in a B2B marketer’s life when they need to be reminded of what matters. Even though we are marketing to companies, we are still marketing to people, so what matters, are the people. 

An Award-winning Marketer, Strategist, Entertainer, that has worked for brands like Radian6, Billboard, and Nielsen, Katie Morse, delivers the human element in B2B marketing, while providing her expertise on chat, and marketing career advancement. Check it out! 

 

Takeaways:

  • Keep the human element in your B2B marketing by getting to know your buyers. You can collect consumer insights and find out what drives them, their pain points, and what problems they are trying to solve. You then find out how your product or service will improve their lives.
  • Changes in the market can happen in very sizeable measures, so if you only ever take small steps of change, then you could fall behind. Be strategic and take risks! Execute testing and see what your buyers are responding to.
  • Be sure to allow recipients the ability to unsubscribe from your emails. If not, you seem desperate and no one wants to interact with someone that is desperate.
  • Pro-tip from Kate Morse: If you want to learn how to be a better marketer, talk to other marketers. Learn from them and see how they carry out initiatives.
  • If you are using chat, consider giving the user the option to select whether or not they want to chat in that moment, rather than having an automatic pop up chat box.
  • When trying something new in marketing, consider doing it manually first before automating the process, so that when you automate the process, you have a firm understanding of what needs to happen.
  • Be a life-long learner. If you stop learning, you start to fall out of relevance, you are not as powerful as a person as you could be, and you minimize your seat at the table.
  • Trust your gut, don’t always rely on your pros and cons list when making a big decision.
  • Always be learning and curious, develop yourself.

 

Links:

 

Busted Myths:

  • B2B is not like B2C because you are marketing to companies. - B2B is still marketing to people! The companies are made up of several people, so B2B marketers need to keep the human element in their efforts and campaigns.
  • Social media is new and trending. - Social media is NOT new. If you are not using social media in your everyday marketing, if it is an afterthought, you could be behind. Social media is constantly evolving and people are using it everyday, so it needs to be prioritized.
  • Marketers should be fearful to try new things. - Marketers should NOT be fearful, but rather strategic. Fear holds marketers back from taking their outreach to the next level or trying new things. You cannot have incremental improvements if you only ever try the same thing. 

 

Shout Outs:

  • 52:00 Nielsen and the team that does the podcast
  • 1:09:15 North Carolina State University, the Wolf Pack
  • 1:15:15 Developers
The Magic of Revenue Intelligence - Udi Ledergor - Hard Corps Marketing Show #106

The Magic of Revenue Intelligence - Udi Ledergor - Hard Corps Marketing Show #106

November 11, 2019

Have you ever been at a cocktail party and met someone that only wants to talk about themselves? They are doing all the talking and they never ask about you and what you care about.

When a marketer focuses all their attention on the product rather than the buyer, the buyer is having the same unpleasant cocktail party experience. 

A Marketing Leader, Best-selling Author, Keynote Speaker, and the CMO of Marketing at Gong.io, Udi Ledergor, reminds marketers to start with the buyer’s needs rather than focusing all their attention on their product or service. Delivering the magic of learning from the collection of data that revenue intelligence brings, Udi challenges marketers to make sure their focus is on their customers and to prioritize what matters. Check it out!

 

Takeaways:

  • When designing your marketing strategy and content, start by asking yourself, what are your buyer’s needs? What problems does the buyer have that your product or service is trying to solve?
  • Give before you ask. Prove that you are helpful to your customers first, before asking them to purchase your product or service. Build that trust and focus on their needs.
  • Let the data show you where to prioritize your time. Gong.io did a study on sales calls which showed that the use of filler words in conversation had no effect on closing the deal, yet sales leaders spend a lot of time stressing over the percentage of filler words used.
  • Find out how customers talk about your product or service. What do they say is your business’ differentiator from the competition? Then use their language in your messaging.
  • Buyers are expecting the same B2C personalized buying experiences in their B2B buyer’s journey. Even though you are selling to a business, you are still selling to people at that business.
  • Decide what kind of experience you want to provide for your customers first and then the tech stack and process should align with that.
  • “People really love that magical experience, of seeing something they can’t explain, being delighted, and knowing that they’re being tricked, but in a way that creates a wonderful experience.” - Udi Ledergor describing the delight of magic.
  • Do what you can to be an expert on your buyer, product, and market, no matter what role you are in the company, because it will help you execute your tasks that much better.
  • Give your all in the position that you are in. Always be thinking about how you can go to the next level and take initiative.
  • If you do not have the passion to give your all in your current position, then go to another place where you will have that passion. Merge something you have a passion for, with something that you are good at, and find a company that needs an individual to do that one thing.

 

Links:

 

Busted Myths:

  • Marketers should start with their product and place their strategy around it. - This is NOT the case. Marketers should start with their customers. What are their buyers’ needs? What problems are they trying to solve? Without starting with the customer first, marketers are asking people to try their product without knowing if it will help the buyer solve their problems.

 

Building a Marketing Dream Team - Kate Wood - Hard Corps Marketing Show #105

Building a Marketing Dream Team - Kate Wood - Hard Corps Marketing Show #105

November 7, 2019

For marketers in a small team, you may look at businesses with marketing teams of 10 or more and think, if you only had a bigger team, or only had a bigger budget, you could make a greater impact.

A Marketing Leader and the CMO of Agio, Kate Wood, delivers marketing inspiration to all of the small marketing teams out there that a lot can be accomplished with just a few people. If you are a manager looking to build your marketing team or are just starting out in your career, then listen to this episode to be challenged and encouraged!

 

Takeaways:

  • Take initiative and be reflective to learn from your mistakes and try something else.
  • Align your marketing strategy and execution to what the business needs are. Treat the business like a client.
  • Operating in an agile manner means being reactive to the market. If something is not working, agile behavior would mean shifting with the way the market is changing, not staying steadfast on the path to unresponsiveness.
  • Brand is the sum of the customer experience. A brand is like a personality that your customers are interacting with.
  • Build your marketing team with people that are going to develop themselves professionally. What inputs are they taking in outside their day-to-day?
  • “If a caveman comes to your website and cannot regurgitate what you do, you are doing something wrong.” - Kate Wood
  • When defining your brand upfront consider, what is the problem you are trying to solve for your customer? What is your contribution to human society? 
  • Gather a team of individuals that each have the reputation that they are going to get things done. You want team members that are going to figure out how to execute.
  • Marketing is an experiment, if you create something, and it fails, don’t take it personally. Learn from it and improve.
  • Hire a team that you like, but that is different from you. Let their individual strengths shine and come through.
  • People often figure out what they like to do, by doing what they don’t like to do, through the process of elimination.
  • Don’t be afraid to try new things and experiment more. Don’t always worry about the outcome, you will learn so much along the way.
  • “If you’re not failing in your experiments enough, you’re probably not experimenting enough.” - Kate Wood

 

Links:

 

 

Busted Myths:

  • A marketing department needs a big team and budget to make a difference. - You DON’T need a big marketing team nor a big budget to accomplish a lot. Surround yourself with people of different strengths and allow them to stretch their creative muscles. 

 

Marketing Web and Chat Mastery - Rachel White - Hard Corps Marketing Show #104

Marketing Web and Chat Mastery - Rachel White - Hard Corps Marketing Show #104

October 31, 2019

Are you about to redesign your website or implement chat? When is the last time you did a focus group to learn more about what people think of your marketing? When is the last time you did research to find out more about your target market and what makes them want to buy your product?

Before changing your marketing, listen to this episode and study up on your buyers.

A Marketing Leader and the Marketing Manager at Allen Edwin Homes, Rachel White, shares her journey of a website makeover, mastering chat, and how to provide excellent customer care that increases customer referrals.

 

Takeaways:

  • When you are about to make a redesign to your website or to a part of your marketing, consider using focus groups. Ask the focus groups all the questions that you have ever wanted to know. Get to know your industry and your targeted buyers.
  • Your prospects may not be as likely to unsubscribe if you provide them with real value when you connect with them. Find out what their needs are and provide information that can help them in their journey.
  • Targeted brand ads are important and effective as it helps to put your brand in front of your target market. Can people recognize your brand? It takes several touch points for that recognition to happen.
  • Put in the work and do the research. What does the research say about your target market? How can you use this information to better target your ads and messaging?
  • Chat on a website makes the visitor experience instantaneous. Customize the chat experience by providing different options that the user can select. If you sync your chat with your marketing automation platform, you can then know who returning visitors are and their engagement history with your marketing materials.
  • Nurture your current customers and treat them well. When someone feels good from your product or services they are more likely to refer you to a friend. A customer referral results in someone coming to you that already has a good impression of your brand.
  • If sales are low, it could be because your product or service offerings need to change with a shift in the market.
  • To be successful in marketing, be a life-long learner. Trends are shifting and new technology is always coming out and the more you learn, the more you can do!
  • Prioritize your efforts instead of getting burnt out. If you are not sure what the top priority is, ask. Think, what needs to get done right now?

 

Links:

 

 Busted Myths:

  • If you have more leads, you will have more sales. - This is NOT the case. The question is not the quantity but the quality. You can send a lot of leads to sales, but they could be wasting their time following up on people that are not ready to buy, nor may they be interested in being contacted.

 

Shout Outs:

  • 17:20 - Ethan Beute, BombBomb
Qualified Leads through Conversational Marketing - Sean Whiteley - Hard Corps Marketing Show #103

Qualified Leads through Conversational Marketing - Sean Whiteley - Hard Corps Marketing Show #103

October 24, 2019

When you think of conversational marketing, do you think of bots? Do you think that bots will replace sales development reps? As a potential customer, would you want to only be able to talk to a bot when you arrive on a website?

A Serial Entrepreneur, a Leader in Conversational Marketing, and Co-Founder at Qualified.com, Sean Whiteley, sets the record straight about bots and humans with conversational marketing! How can bots assist humans with getting qualified leads? Listen and find out!

 

Takeaways:

  • People may be expensive, but they are still your most valuable commodity.
  • Think about it, do you actually want to talk to a bot yourself? Should you ask your customers to do the same?
  • If someone is a good fit for your business and they are on your site, you should not have them fill out a form and then leave your site, you should talk to them in the moment when they are on your site.
  • Bots are great for finding out qualifying information and for booking meetings with your team, when your team is out of the office.
  • Lines are blurring between the revenue team and the marketing team. If the two are not aligned, then operations will not perform.
  • You can make a small change in your initial response time and it directly correlates to the amount of pipeline you are generating.
  • Bots help to make sure that the human interaction will be meaningful for both the potential buyer and the seller.
  • The B2C world has set a very high bar in terms of delivering personalized and instantaneous customer experiences. B2B has to adapt to provide a similar level of customer experience that people today are expecting.
  • For businesses just starting out, be careful of how much you chase after a revenue model and certain finance goals. You can miss out on taking a moment to find your product market fit. 
  • Be sure to enjoy the time in your career journey.

 

Links:

 

Busted Myths:

  • Bots will replace SDR’s. - This is NOT the case. People are a company’s most valuable asset and they are still the best option to have conversations about your business, your products, and services. The shift is that a human’s time is valuable, so bots can be used to ask lower level qualifying questions to ensure that the human is still having their time maximized and talking to an ideal customer.
  • Bots drive pipeline. - This is incorrect. Bots do not drive pipeline, but rather build the data behind the pipeline.
Creating Buyer Personas that Drive Content Strategy - Ardath Albee - Hard Corps Marketing Show #102

Creating Buyer Personas that Drive Content Strategy - Ardath Albee - Hard Corps Marketing Show #102

October 21, 2019

Is your company creating content based on what they like? Who are you creating your content for? Do you know your buyers? Are you basing your buyer personas on data alone?

An Author, Speaker, and the CEO and B2B Marketing Strategist of Marketing Interactions, Ardath Albee, challenges marketers to put in the hard work of creating buyer personas. Do you not have the resources for multiple personas? Then start with one. Listen to this episode and find out how just the one makes a difference.

 

Takeaways:

  • A persona cannot be based on the goals of a whole company. When you are selling to a company, you are selling to the people at that company. How does a company’s goals impact the individual’s goals and perspective that you are selling to?
  • If you do not know where your buyers are spending their time, how do you know where to place your marketing?
  • You need to put in the hard work. How do you become more relevant to your customers without having conversations with them?
  • If you do not have the resources to create five personas, then do not create five. Start with one, or two, or three. A big difference can be made with just one.
  • Sales could be asking marketing for more leads, but they may really mean more leads of higher quality.
  • Challenger sell - When the seller brings insights to the buyer they did not have before, to challenge their status quo.
  • Sense making - When the seller simplifies all the information the buyer has been given. The seller helps make sense of all the different facts for the buyer helping to ease the buyer’s frustrations and mitigate the risk they are weighing.
  • Marketers make the mistake of equating titles to personas. It really comes down to the individual’s roles and responsibilities. 
  • Personas can change over time based on perspective and trend shifts. You have to stay in tune with your customers as technology and industries change.
  • How can you create a content strategy when you do not know what your buyers care about?
  • Persona - a fictional characterization of a person in your target segment. The persona is based on the commonalities that you find of that particular segment. For example, is the buyer willing to take risks or have they been around a long time and want to leave behind a legacy?
  • Find out your buyer’s objectives, what they are responsible for, their obstacles, and what questions they ask during the buying process?
  • When starting buyer persona interviews, start with your point of contact at that company and then interview the other people that were involved in the buying process.
  • “If you write content that is not true to that persona, it won’t engage them.” - Ardath Albee
  • Take risks, if there is something you want to do, go do it. You do not know how much time you have.

 

Links:

 

 

 Busted Myths:

  • Personas can be created just from data. - This is NOT the case. Data only tells you the what, not the why. A marketer needs to understand the perspective of the buyer, why they made certain decisions, and what they care about. Data does not tell you all of that.
Web Design for Customer Growth - Chris Schreiber - Hard Corps Marketing Show #101

Web Design for Customer Growth - Chris Schreiber - Hard Corps Marketing Show #101

October 17, 2019

Are you a creative marketer that toils over the design of your websites, content, and digital marketing? Do most of the conversations in your marketing meetings revolve around color, shapes, fonts, and design? 

It might be time to shift your focus back to the top priorities, your customers and growth. A Thought Leader, Marketing Leader, and the CMO of Brandcast.com, Chris Schreiber, challenges marketers to not get stuck on the finer details of aesthetics and to drive conversation around what really matters.

 

Takeaways:

  • Marketing and product teams need to make sure they are aligned on the user journey.
  • In marketing, do not lose sight of what really matters, impacting growth in your company and speaking to the buyer’s journey. 
  • Do not make little details like style, color, font, and overall aesthetics the main focus of your internal marketing meetings.
  • Plan for change and be responsive to your audience when it comes to your company website. Be intentional and allow for time to make changes to the site.
  • Adwords can be used as a test to see what the best version of copy, keywords, and design is. What is your audience responding to? Put out a few different versions of google ads and analyze the click behavior of what your prospects engage with.
  • Align your digital marketing approach with sales enablement.
  • Activate your content that is in PDF and PowerPoint form, and get them online for your audience to interact with.
  • You have a greater likelihood for success in marketing when you can feel the same pain that your audience does. How can you empathize with your audience?

 

Links:

 

Busted Myths:

  • When marketers focus on decisions around aesthetics and design they are thinking strategically. - Not quite, marketers need to be thinking big picture and how they can market to the customer journey. Design is important in terms of style, color, and font, but it should not be the main focus.
  • Building the perfect website comes from internal marketing meetings. - Creating the perfect website is not brought to an actual product until it is tested from the users. The perfect website comes from being responsive to the user experience journey and making adjustments along the way. You cannot expect that a perfect website will come out of all your internal marketing meetings alone.

 

My Marketing Mentor talks Measurement -David Meiselman- Hard Corps Marketing Show #100

My Marketing Mentor talks Measurement -David Meiselman- Hard Corps Marketing Show #100

October 10, 2019

Marketing combines creativity and statistical analysis to reach a company’s audience. Without measurement of how marketing programs perform, a marketer is unable to see their impact. 

Casey Cheshire’s marketing mentor, a Marketing Leader & Strategist, and the CMO of ezCater, David Meiselman, discusses the importance of measurement in marketing and provides strategy and examples of different ways to measure marketing programs.

Career advice from a marketing mentor, how to dig into your audience and speak their language, this episode is filled with all the takeaways you would expect from number 100. Check it out!

 

Takeaways:

  • Causal impact analysis takes the prediction of how a program is going to perform against how it actually does, and uses the difference to measure the success of a marketing program. 
  • “...the whole point of mass media is that you end up reaching enough of the right people that you get it to be economically effective.”-David Meiselman
  • Some customers are more valuable than others. What is the long-term value divided by the customer acquisition cost?
  • Be sure to also market to the core of what people need. For example, a one-time transaction versus the root of the problem that will drive customer retention.
  • One of the never changing aspects that makes effective marketing, is telling a story in a way that is compelling and resonates emotionally with an audience, while solving a need they have.
  • Get to know your audience by understanding digital behavior on your website, email and ad testing results, and also through conversations. 
  • Have conversations with your current customers and potential buyers. Listen to the language they are using to describe their problem. How else do you understand the audience without listening?
  • David’s advice for marketers in their early career is to do some selling.
  • Understand where your audience is consuming content. Is it podcasts, blogs, webinars, etc?
  • Multi-touch attribution is a good way to measure marketing programs in terms of receiving an understanding of the impact trends. What programs perform well at different parts of the customer journey? It is not best practice to associate specific dollar amounts from money spent on particular campaigns to the revenue generated.
  • As you grow in your marketing career, take the opportunity to understand statistical analysis, develop your ability for copywriting, and your skills in all areas of marketing.
  • Find a rocket ship of a company and just get on. You will experience and observe great growth and change. 

 

Links:

 

Busted Myths:

  • Mass media marketing cannot be approached in a measurable way. - With using measurement like causal impact analysis, mass media can be approached in a measurable way. Marketers can get a baseline of performance and then overtime have a predictive model of how certain areas will perform. Then how the program actually performs versus the prediction, is the difference of how well or not well the program is doing. The delta between the prediction and the actual performance is the measurement.
Conversational Marketing’s Human Advantage - Maura Rivera- Hard Corps Marketing Show #99

Conversational Marketing’s Human Advantage - Maura Rivera- Hard Corps Marketing Show #99

October 3, 2019

When you hear the words conversational marketing, what do you think of? Is it a chatbot? What is conversational marketing really, just another trend? 

A marketing leader at the forefront of conversational marketing, and the VP of Marketing at Qualified.com, Maura Rivera, asks the audience to open their eyes and see conversational marketing as so much more than just bots. Are you not buying it? Have your opinions challenged and check it out!

 

Takeaways:

  • Conversational marketing will expedite the process of marketing passing leads to sales. In the past, leads went to the website, filled out a form, and then they waited. The sales team had to follow up and marketing was left trying to make sure that sales connected with that lead. With conversational marketing, it’s instantaneous.
  • The last mile refers to when qualified visitors get to the website and now they need to get across the finish line to conversion and enter the sales cycle. Conversational marketing helps to get these qualified visitors across the finish line.
  • The five-minute rule - You are 100x more likely to get engagement from someone if you get back to them within five minutes of them engaging with your marketing materials, versus if you get back to them an hour later.
  • Businesses make a huge effort to drive traffic to their website, why not be there to answer a visitor’s questions?
  • Bots are great for gathering more qualifying data on website visitors and booking meetings with the sales team while the sales team is away, but it should not be the sole focus of conversational marketing.
  • A qualified lead differs for each company according to their ideal customer profile, but for example, it might be the VP of a company that is looking at a business’ pricing page. A sales rep would want to talk to this visitor.
  • To personalize your conversational marketing experience you provide to target accounts, ask yourself, how can our business engage with these targeted accounts when they come to our website?
  • Forms still have a role. They are great when visitors want to download a piece of content and register for an event or webinar.
  • Prioritize your time, if you are doing everything you are not doing anything. What do you want to accomplish this month? What will make the biggest difference in terms of converting your target accounts?
  • Keep your hero message about your business on the homepage simple. If visitors go to your website and cannot figure out what your business does, it is a missed opportunity. If they are not your direct target, they could be a referral or an influencer.
  • Take the opportunity to learn about every element of marketing and also the elements outside of marketing. Surround yourself with smart people and never stop learning.

 

Links:

 

Busted Myths:

  • Conversational marketing is all about chatbots. - Conversational marketing is so much more than chatbots, that is just a piece. What it is really about is having real-time conversations with human sales reps, with visitors on a website that are ready and wanting to communicate.

 

Shout Outs

  • 31:28 - Nate Skinner
Marketing Attorney Talks GDPR - Gyi Tsakalakis- Hard Corps Marketing Show #98

Marketing Attorney Talks GDPR - Gyi Tsakalakis- Hard Corps Marketing Show #98

September 26, 2019

When is the last time you talked to a lawyer about GDPR compliance? When is the last time you got to talk to a lawyer who is also a marketer? Wouldn’t it be great to hear from someone with both perspectives?

Now you can!

An Attorney, Digital Marketing Advisor, Podcast Host, and the President of AttorneySync, Gyi Tsakalakis, brings GDPR, email marketing, and SEO centerstage with his years of experience in law and marketing. Have you ever heard someone say “consult your legal counsel”? Check it out!

 

Takeaways:

  • People hire people based on knowing and trusting them. With the internet, a business can nurture relationships with their buyers prior to them getting at the stage in their cycle where they are shopping around. 
  • GDPR stands for General Data Protection Regulation, and it is a law that has been enforceable since May 2018. It was put into practice to protect people’s data and give them the right to consent to process their data and the right for them to be forgotten by a company.
  • The basic principles to be GDPR compliant is to get consent, get the record of that consent, if there is a data breach, report it, and then have clean data where you can remove someone’s information if requested.
  • Read the terms of your software and see what the data retention policy is. This will give you a better idea if the data that you delete, is actually deleted.
  • If you are outsourcing your marketing, be sure that the third-party practices are in compliance with GDPR and CAN-SPAM as you could be held liable.
  • When considering whether or not to spam links to build your SEO, consider the integrity and reputation of your business. Do you want to be around for a while or do you want to be around for a year?
  • With SEO, get informed about how search engines work.
  • “Meh links - Links still drive the engine at Google...they want to build the world around their servers.” - Gyi Tsakalakis
  • Find ways to earn links from other websites that are relevant to your business in terms of topic and location.
  • Culture happens whether you are intentional about it or not. If you don’t prioritize it with a core framework, it can become toxic.

 

Links:

 

Busted Myths:

  • People don’t use the internet to hire lawyers. - They DO use the internet to find lawyers. Lawyers may say that most of their inbound comes from word of mouth, however, those word of mouth conversations are now happening on the internet through reviews, and private groups on social media such as Facebook and LinkedIn.
  • GDPR only applies to you, if you are in the European Union. - This is false because if your business is in the United States and it processes data of a resident in the EU, then you are subject to being GDPR compliant.
  • We live in a direct-response only world. - We do NOT live in a direct-response only world. Buyers are everywhere in their journey. They may see an ad, then they are on social media, then they are attending a webinar, and then reading a blog post. The journey model that marketers are dealing with is no longer a structured funnel as there are so many different touches that buyers interact with.
  • Outbound sales is a dead concept. - Outbound sales is not dead. You need to pick your battles, put time in researching your customer, and then go after the targeted accounts.
  • Domain authority is a good indicator for SEO. - Domain authority is NOT a good indicator of the link quality in the local SEO Universe. It is Moz’s proxy metric for measurement.

 

Shout Outs

  • 48:34 - David Meerman Scott