August 14, 2020
The current economy is unlike any we have encountered before. How should we prepare now for the future economy?
A Growth Marketer, Founder of Integral Labs, Writer, Senior Analyst at The Hustle, Steph Smith, discusses how to prepare for the future economy and what to expect in an expedited technological world.
- When a significant event occurs, there are significant downstream effects that occur as well. We will not get the full scope of the effects of today’s climate until many years later.
- “I think the most effective way to think about a company is by the problem that it is solving for someone...Is the problem you were solving before, still a problem today, or will it be in the future?” ~Steph Smith
- “I think there are going to be a lot of companies that emerge and will focus on reskilling people so that they can still participate in this accelerated tech focused economy.” ~Steph Smith
- Working remotely may have less classic human interaction, but it allows for more flexibility for social interaction outside of work. Today’s remote working is completely different.
- Career advice: You can not predict what will interest you in the future. Constantly open yourself up to new opportunities and creating.
- Frameworks and approaches that have worked with problems in the past do not fix the issues we are facing in this current unprecedented time. That is like fitting a square peg in a round hole.
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August 13, 2020
As marketers, we know that metrics are powerful tools. How do we choose the key performance indicators (KPI) that matter most for our company’s target audience?
A SAS Marketing Leader, CMO/Consultant/Advisor at IrisVR, Alon Waks, discusses how to navigate KPIs and transition into outbound marketing.
- “Payback is the number one KPI that I care about! This is the dollar in/dollar out pipeline.”~Alon Waks
- Have sales work accounts rather than individual leads. If you look at an enterprise mid-market it is rare that there is one contact with one buyer who is also the user. Every buying group should certainly constitute an account.
- Do not spray and pray! Strategically targeting a few accounts as opposed to 500 accounts is key to prioritizing efforts and winning more deals.
- While transitioning from inbound to outbound marketing, focus on these three key elements: 1) Change your internal terminology, 2) Have a pilot group that shows success, and 3) Look at ROI measurements.
- One to one is marketing and sales working together to make custom everything for an account. Personalize a video, event, merchandise, etc.
- Career advice: Do not wait to do professional development. Go and learn now while the market is down.
- Start with the KPIs that really matter. Demos and the amount of visitors coming to your website are great to look at, but they are secondary. Focus on the metrics that matter to your company.
- Do not go and buy an account based marketing tool before knowing what account based means for your company and the corresponding data that goes along with them.
- Marketing can not do one to one at scale - One to one is relationship marketing which is a completely different approach.
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August 12, 2020
Every business needs quality content. It allows a company to bring in more business by engaging with current and prospective customers. However, content creation can oftentimes result in writer's block. How do we avoid getting stuck and find the right message?
A Marketing Consultant, Ghost Writer, Copywriter, Editor, Owner of Kristen Sweeney Consulting, Kristen Sweeney, shares tips and tricks on how to help business leaders assemble quality content creation.
- When creating content you do not need to be an expert on the topic. Instead chat with an expert in order to get the information needed. Go to the source!
- Tip #1 for Content Creation: While facilitating conversations for content, have an airtight system for capturing what the thought leader is saying such as a transcription provider. This will help make the content sound more authentic to the leader.
- Tip #2 for Content Creation: While facilitating conversations for content, empathize that this is a space to brain dump all of their ideas. This will help break the self editing habit some leaders possess.
- Tip #3 for Content Creation: While facilitating conversations for content, mine from any existing content available. Whether it be a voice memo, past presentation, or partial notes written down, quality content can be found in many other resources.
- Ask questions! If you are not sure about a term or concept being used in a piece of content, then the audience might not know what it is either. This will assist in bringing out new ideas!
- Career advice: Your trajectory does not have to be a straight line. It is ok to have multiple career passions!
- High value content is hard. - We often believe that if something has value it has to be difficult to achieve. Companies get stuck trying to either create the perfect content or create content that is full of buzzwords and fluff. Empower leaders to share the information and have another individual organize it. This will help easily facilitate information.
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August 10, 2020
How do we balance being tactical and strategic? If you spend too much time on one concept a company’s marketing campaign could fall flat.
A Digital Marketing Leader, President of the WebtivityGroup, Co-Founder of yorCMO, Jay Gordman, speaks to smarter ways to blend and capitalize on marketing planning and tactics.
- When thinking of making a pivot, look at your current customer first and understand what your current customer needs. This will expand your market share and deepen your relationship with existing customers.
- Do not focus on your competitor or the new latest strategy when looking for the next step. Start with your customer and how you can better serve them. Ask them!!
- Results take time! Want to start a blog or use Google Ads? Try it for a few months minimum opposed to one month to get the best results.
- Use technology as a tool to fix a problem. It can be difficult to impact people while meeting virtually instead of in person. However, creating a personal touch as much as possible will help to complete the customer experience.
- There is a secret fifth “P”: Product, Price, Place, Promotion and PERSON! Before getting into the tactical side of how to market to customers, think about what they want or need.
- Career advice: Be well-rounded. Challenge yourself to not be siloed in one field or subject. Learn from sales, analytics, marketing, and more!
- Take small strategic steps when pivoting. - Do not pivot just to pivot. There needs to be a well-thought out plan that makes sense for the scope of the business. These plans can include a line extension or new service/product marketed towards existing customers or customers in a slightly different demographic.
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August 7, 2020
Let’s bring humanity back into business! In a world full of automation, we sometimes get caught up in all of the technology and start treating our customers like machines. How can we bring the human side of this process back into marketing and sales?
A Keynote Speaker, Best Selling Author, Founder of The Human Process Continuum, Founder of Corna Partners, Hilary Corna, discusses ways to get back to having empathy and building relationships for customer longevity.
- It is better to spend 60% of your time planning in order to get great results than to act fast and have to create fluff to find a decent one. Remember the long term game!
- Customers are ignorant to why companies want their email or phone number. They know that providing that information leads to spam. Think from the customer’s perspective!
- Maximize the value of an existing customer. If you incrementally improve the customer experience over time, then that will create a customer for life. It is loyalty over transaction.
- It’s not what we change, it's how we change. There needs to be one team alignment. This is achieved by transferring a company from having a company centric mindset to a customer centric mindset.
- Make every conversation about the customer. Take a step back and ask: is this better for the company or for our customer?
- Automation is not always the answer! It will amplify a company’s process whether it is good or bad. Automate what can be replicated and humanize the extraordinary.
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August 6, 2020
Have you or even your marketing team ever thought of a great idea, but then you keep thinking about it and thinking about it and then you never start?
A Speaker, Author of the book Start Ugly, Creator of the Podfest Multimedia Expo, Producer, and the Chief Creative Officer of the Podfest Multimedia Expo, Chris Krimitsos, motivates listeners to get started with their idea, no matter if the start is ugly, because there is no such thing as a perfect start.
- “People need to innovate at the speed of thought.” - Chris Krimitsos
- There are two kinds of people. People that fail to start and then the successful business owners that plateau, because they do not want to move outside of their comfort zone.
- Not getting started with an idea is all rooted in fear. People can either be afraid of the unknown and they procrastinate, or they are achievement oriented and are afraid that their idea is not perfect yet.
- Learn the way you learn and use that to your strength to start your idea.
- To intentionally live out your life the way you want to, you need to ask yourself, what do you want to accomplish, what will make you happy, what avenues and skills do you have to make it a reality, and what do you want out of life?
- If you are thinking of starting a podcast, stay in your niche of what you are knowledgeable about and the community of listeners you are marketing to.
- Before starting a podcast, do your research. When you decide on the niche that you want to stick with, listen to other podcasts in that niche and see if there is a format that is not yet being done.
- Career advice - Don’t chase money, value all your relationships, and understand that there is no hierarchy in life. “We’re all equal, but we all provide different values in the tapestry known as humanity.” - Chris Krimitsos
- “Intentionally [live] out your life the way you want to and not the way other people expect you to.” - Chris Krimitsos
- Wait to start your idea until it is perfected or else it will not survive. - There is no such thing as a perfect start! Do an ugly start and then perfect what you do as you go, or else you will never get started.
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August 5, 2020
Marketing has a reputation of only thinking of the bells and whistles. There is a riff between them and other departments. How do we communicate with other departments so that we understand their point of view and vice versa?
A Business Marketing Leader, CMO at Squawqr Mobile Media, CEO of Desidara, Sue Grabowski, discusses how marketing departments can communicate properly to other facets of a company.
- Marketers need to consider the assumptions and risks of the new idea they want to implement. This will allow other departments to feel heard and will minimize conflict between departments.
- A marketing team needs to define the objective they want to hit and the requirements it will take to succeed from all facets of the business - not just what marketing is doing.
- When considering new marketing technology, ask IT for their security level requirements before picking a platform. That way you can assess whether or not it fits for your business.
- Communication is not always words; it's a gesture. Acknowledge that you don’t know what another department does and that you don’t see things through the same filters as they do. Appreciate them!
- Marketers should ask finance what they care about! Do some research on capex projects, consider when software is an asset or an expense, and how long something is going to last.
- Career advice: Apply yourself and don’t care what people think. Take that step forward!
- Marketing communicates well with other departments. Not quite, marketing often struggles to convey what they are trying to do and the impact it will have on the business with the other departments. They need to take into consideration the perspective different departments have and use that to communicate what they are doing, in a way that will matter to the other departments, such as sales, operations, IT, and the executives.
- Know how to put content together for your audience! They do not need flowery language.
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August 3, 2020
The data does not lie! Learning how to read metrics and understand the story they are telling is essential to discovering the impact of your marketing campaigns.
A Data Driven Marketing Leader, 2020 Salesforce Marketing Champion, Senior Director of Analytics and Business Intelligence at Media Matters Worldwide, Emilie Sanders Lee, speaks about how to look at the data you are collecting and how to use that to your advantage.
- Data means something different for every client. Understand your goal in mind and bring in the data related to that goal. There is no secret sauce!
- The best storytelling with a campaign can be done with very simple visualization. A trending chart is one of the best visualizations to see the metrics of a campaign all stacked on top of each other.
- Use testing as a tool to lay out the groundwork for budget and time. This will help you put forth the best campaign possible.
- Trust the data. Do not assume that one marketing tactic is going to work well because it has in the past. Continue to test and update so that you have the latest information on what is working and why.
- Plan to be able to pivot quickly. There is a lot of uncertainty in today’s climate. Programmatic and social are easy ways to pull and launch campaigns quickly.
- Career advice: Stop fearing what you don’t know. If you don’t know about it, then educate yourself. Never stop being a student.
- If you are only looking at your specific campaign metrics and not thinking about it holistically then you are doing it wrong. Think about the client’s revenue, backend data, and leads, to see the bigger picture. Pull in the data that they care about most so that they can say “This campaign is making a difference.”
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July 31, 2020
Virtual events are a great alternative way to promote your product and discuss new concepts. However, they are not a cut and paste mold from in person events. They have to be adapted to keep your audience’s attention and create the best experience.
A Marketing Leader, trained Journalist, Speaker, Senior Director of Marketing at PathFactory, Cassandra Jowett, talks about how to reinvent virtual conferences to engage your audience and create a long lasting impact.
- Uploading an on demand video of your virtual conference presentation is a good way to avoid technology issues and allow more reach to customers that cannot watch live.
- An on demand virtual conference experience is just as crucial as a live one. This is where you will get the event’s longevity results and tracking evergreen content.
- When creating a video presentation, have the perspective that your events are long term resources. All the content you created is extremely valuable. Customers could use it as a reference to look back on when they have problems to solve in their business.
- Live events are a great way to get feedback on the content you are presenting. Implementing polls, having a chat moderator, and unmuting your audience for a round table can keep your audience engaged.
- Have multiple speakers at events to play off of each other. This will keep the audience’s attention while not getting lost in the content.
- Try breaking up your live event into distinct sections. When you go to upload your on demand version you will have the option to split up the video into smaller videos for customers to consume.
- Give people something to look at that is not you or your slides on the screen! It is impossible to expect people to stay glued into Zoom. Use links to distract the audience with content that is connected to the message you are delivering.
- Account Based Marketing is not a “set it and forget it” solution. It takes time to personalize the marketing to each customer.
- Big accounts can be appealing. However you need to know what that individual team, division, and region cares about in order to get their attention. Start with what you know and build from there.
- It is not enough to just look at a company’s demographics to determine if they should be on your target account list. Having conversations with their sales leaders assists in discovering their priorities.
- Career advice: Have more confidence in your abilities! Don’t assume you have less knowledge than everyone else in the room. Let your voice be heard!!!
- Virtual events don’t have to have all the same things as in person events. Think about what would make a great virtual experience holistically. Get creative!
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July 30, 2020
Account Based Marketing has gained momentum with business to business companies, but how do we utilize accounts that fit our ideal customer profile to create the most impact?
A Marketing Leader, Author of Account-Based Marketing, Speaker, Evangelist, ABM Strategist, Jessica Fewless, discusses how to refine your ideal customer profile and personalize marketing to them.
- Intent should inform your strategy. Once you come up with the ideal customer profile, use intent to figure out who is in the market now in order to find out which accounts to focus on first.
- Collaborate with your marketing, sales, and customer success teams to find your ideal customer profile (ICP). ICP needs to be refined each year as the market changes.
- Just because you want to sell to somebody doesn't mean that they want to buy from you and vice versa.
- Be intentional with your account-based marketing strategy. We have more data than ever before, use it to segment your ICP list.
- It is time to rethink the customer marketing function. Due to today’s economic climate, it is all hands on deck to save and grow as much of the business that we currently have.
- When marketing to your one-to-one treat each customer/company as a market of one. Everything should be 100% personalized for them. Make them feel special, use their vernacular, and give them a piece of collateral with their logo on it!
- Career advice: Having different job opportunities is like dating. As you go through your career, figure out what you liked and what you didn’t to find exactly what the right company is for you.
- You can’t buy your way into an ABM Strategy! First you need the strategy and then you buy the technology. Sales representatives can be very compelling - don’t fall into “Shiny Object Syndrome!”
- Death to nurture! Sometimes nurture gets in the way of good marketing. Try partnering it with your sales development rep. This will allow you to have a more personalized approach to account-based marketing.
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