The Hard Corps Marketing Show
Unleash Your Primal Brain - Tim Ash - Hard Corps Marketing Show #251

Unleash Your Primal Brain - Tim Ash - Hard Corps Marketing Show #251

April 8, 2021

To understand marketing you first need to understand the essential core of human beings. It’s time to learn about the foundations of what makes a person tick to then recognize how to best influence them.

A Marketing Thought Leader, Visionary, Keynote Speaker, Forbes Top 10 Online Marketing Expert, Entrepreneur Magazine Top 15, Best Selling Author of Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversations and now Unleash Your Primal Brain: The Essential Field Guide For Modern Marketers, Chief Strategy Advisor at SiteTuners, Tim Ash, dives into the exciting new discipline of neuromarketing and unconscious persuasion.

 

Takeaways:

  • As a marketer, spend less time on the new technology and latest updates. Instead, focus on the evolutionary psychology basis of influencing people.
  • Elicit strong emotions to help your audience create memorable experiences about your brand. The brain is a big ignoring machine - influence those emotions!
  • Stories are fundamentally about the narrative of causality in the world. They are for us to get experience without going through the process. They are there to reinforce cultural beliefs and values.
  • Acknowledge people for who they are and make them feel seen with attention and intention. Ask questions, personalize, and unlock their passions to connect on a deeper level.
  • Career Advice: Understand who you are and look for the environments that you will thrive in.

 

Links:

 

Busted Myths:

  • The lie of rationality - there’s this notion that if we only made rational decisions, the world would be a better place. No decision can be made without emotions.

 

Ways to Tune In:

In-house Versus Vendors - Andy Rosenbloom - Hard Corps Marketing Show #250

In-house Versus Vendors - Andy Rosenbloom - Hard Corps Marketing Show #250

April 1, 2021

Sometimes there is an aversion to using vendors. But why is that? Could utilizing a vendor’s expertise make more sense for your team or is an organic in-house method more fitting?

A Marketing Leader, Speaker, Motivator, Strategist, VP of Marketing at Buyers Edge Platform, Andy Rosenbloom, dives into the pros and cons behind in-house and vendor services.

 

Takeaways:

  • Vendors provide an outside perspective and expertise in the service that they provide. This cultivates a learning experience within the partnership of your team and  the vendor.
  • Most of the friction that we encounter in relationships from managerial, vendors, friendships, and more can be reduced via a clear setting of expectations.
  • As a leader, there needs to be trust between employer and employee, as well as, employee in themselves. This enables independence and support to grow in their career.
  • Tweak the internal technical process of how your lead information gets routed through the CRM and marketing automation tool to better align the sales and marketing processes.
  • “Not putting as much emphasis on scaling the headcount of the marketing team and figuring out effective partners to outsource some of the work to is worth considering.”~Andy

 

Links:

 

Busted Myths:

  • Everything does not need to be completed  in-house. Using paid search, content writers, asset creators, etc. will give your company the opportunity to grow exponentially.

 

Ways to Tune In:

Remarkable Marketing - Ian Faison - Hard Corps Marketing Show #249

Remarkable Marketing - Ian Faison - Hard Corps Marketing Show #249

March 25, 2021

Sometimes marketers get so lost in the planning process of the content calendar that they miss the target of why they are putting out that content. What’s the message or purpose? How can we become more memorable?

Creator, Executive Producer and Host of award-winning podcasts The Story and Mission Daily; Advisor at Qualified, Co-Founder of Mission.org, Co-Founder of VETCON, CEO & Founder of Caspian Studios, Ian Faison, dives into the deliberate and storytelling aspects of your marketing content.

 

Takeaways:

  • Editors are crucial for creating marketing content. Focus on communicating quality content on your channels rather than the content calendar itself.
  • “There’s no such thing as writer's block; it’s reader’s block. It means you haven’t consumed enough information to be intelligent about the subject that you are writing.” ~Ian
  • Create an asset that people want to subscribe to by tapping into something that people love. Taking storytelling cues from the media and Hollywood assists in developing memorable content.
  • Remarkable content is all about the preparation. Take the time to do the research on why you are creating this content and who you are creating it for to be purposeful and deliberate.
  • Give yourself permission to be creative - marketers often forget about the differentiation aspect of their content. Make it clear to your audience why your content is unique.
  • Career Advice - You don’t know how to connect the dots until you’ve made the dots.

 

Links:

 

Busted Myths:

  • Marketing is all about great content. Step away from the “Race to the Bottom” and go the extra mile to construct remarkable marketing content. 

 

Shout Outs:

  • 4:54 Seth Godin
  • 17:39 Harry Dry
  • 18:30 Ed Nevraumont
  • 19:45 The Oracle
  • 19:47 Nate Skinner

 

Ways to Tune In:

Challenging The “Hope” Strategy - Andy Carlson - Hard Corps Marketing Show #248

Challenging The “Hope” Strategy - Andy Carlson - Hard Corps Marketing Show #248

March 17, 2021

In today’s technology savvy world, it is really easy to press the “send all” button and hope for the best. But is that enough? How can marketers be authentic and intentional with their content?

A Marketing Thought Leader, Salesforce Certified, Consultant, CMO at NuAge Experts, Andy Carlson, discusses how we can do better at creating a more personalized approach through email marketing.

 

Takeaways:

  • “Marketers are under pressure to always be communicating. But if we are not targeting, personalizing or making it relevant to the recipient then we will be ignored.” ~Andy Carlson
  • Database size does not matter if the contacts within it are not responsive or not receiving your content. Database cleansing can identify your valid contacts.
  • Breaking your content up and focusing on personas provides a thoughtful approach to email marketing. Identify your audiences and be more specific with who receives which content.
  • Personalizing the buyer’s journey, such as through bots that can chat to buyers after hours, enables us to focus less on the day to day mechanics of pushing out content.
  • Career Advice - Life’s a long race; take the time and enjoy the experience.

 

Links:

 

Busted Myths:

  • The modern marketing tools today are helpful for automation, but they also allow us to be okay with pushing the “easy button.” 

 

Ways to Tune In:

The REAL Marketer - Stephanie Cox - Hard Corps Marketing Show #247

The REAL Marketer - Stephanie Cox - Hard Corps Marketing Show #247

March 12, 2021

We often see a sales leader become the head of sales and marketing departments. But is a marketing leader just as qualified to lead sales? How can marketers assist in making sales’ jobs easier?

A Marketing Thought Leader, Host of the REAL Marketers podcast, Member of The Revenue Collective, VP of Sales and Marketing at Lumavate, Stephanie Cox, dives into why marketing leaders can lead sales and how to align both marketing and sales teams.

 

Takeaways:

  • As marketers we need to walk a mile in sales’ shoes in order to better understand how we can make their jobs easier and solidify marketing and sales alignment.
  • Own the pipeline number! Believe in your team and commit to having a shared revenue goal with sales.
  • Leadership is all about hiring the right talent and knowing when to stop over supervising. Instead ask your team how you can help them be successful.
  • “If you tell people what success looks like and you empower them, they are going to work really hard for you. By nature people want to be successful. No one wants to fail” ~Stephanie
  • Career Advice - Believe in yourself and let your voice be heard.

 

Links:

 

Busted Myths:

  • Marketing can lead sales. Great marketers have always been riding along with sales through sales call participation or understanding the pipeline. Marketers have always been a part of sales without having to carry a bag.

 

Ways to Tune In:

Engaging Multicultural Audiences - Sarah Marske - Hard Corps Marketing Show #246

Engaging Multicultural Audiences - Sarah Marske - Hard Corps Marketing Show #246

March 5, 2021

The US Hispanic community has grown significantly in recent years from a population, as well as, an economic standpoint. However, many brands and businesses are under investing and representing this market. How can we engage the Hispanic market? How do we foster inclusive and culturally relevant brand messages?

A Visionary Leader, Change-Agent, Award Winning Hispanic Marketer, Former Multicultural Brand Manager at The Coca-Cola Company, Founder & CEO of the Saramar Group, Sarah Marske, delves into misconceptions about the US Hispanic market and we can represent this community into our marketing strategies.

 

Takeaways:

  • “There needs to be a mindset shift within companies and leadership teams towards diversity and inclusion, as well as, multicultural marketing.” ~Sarah Marske
  • Be aware of the diverse audience that you serve and that buy from your company. Demonstrate this inclusivity through your brand and marketing efforts to reflect these underserved markets.
  • Illustrate authentic and culturally relevant messages in your multicultural marketing efforts. Don’t hesitate to reach out and ask questions on how to reach this goal.
  • “When connecting with a multicultural audience it is important to have a purpose driven approach. How do we play a role in their growth to create economic prosperity.” ~Sarah Marske
  • Career Advice: Your value is not validated by anything other than your existence. Share your gifts with the world! 

 

Links:

 

Busted Myths:

  • Every brand needs a Hispanic marketing strategy. With the growing population and income levels of the US Hispanic market, it would be a missed business growth opportunity to not have a strategy geared towards this community.
  • B2B companies can absolutely have multicultural marketing strategies. The growth of hispanic businesses has outpaced the growth of other businesses threefold. If your business offers solutions to small business owners, then this is the market for you.

 

Ways to Tune In:

Finding A Needle In A Lead Haystack - Lisa Sharapata - Hard Corps Marketing Show #245

Finding A Needle In A Lead Haystack - Lisa Sharapata - Hard Corps Marketing Show #245

February 25, 2021

More leads does not equate to more revenue! Then how do we convert more leads to hit our revenue goals?

A Marketing Executive, Revenue Thought Leader, Go-to-market Strategist, Host of The Emerging CMO Group at the Peak Community, VP Marketing, Brand and Demand at MindTickle, Lisa Sharapata, discusses how to efficiently hit your revenue goals.

 

Takeaways:

  • To beat the average growth rate in your industry you first need to thoroughly understand the Ideal Customer Profile and hit them at the right time with the right message.
  • Before going into a new role or company discuss their goals and best steps to reaching them. This will help you gage whether or not the leadership or company culture are a good fit.
  • “Brand is way more than the colors, font, messages and logo. It is the culture, the mindset. It is what other people are going to say about your company.” ~Lisa Sharapata
  • While planning your revenue goals, create a 30-60 day plan and start internally auditing. Create a SWOT analysis, gap analysis, and set milestones for your goal timeline.
  • Have a conversation with your executive leaders to discover their goals and challenges. Align your team’s goals with what they are already trying to do.
  • “Community is the new event.” ~Lisa Sharapata
  • In order for sales to partner with marketing, they need to see value in the leads they are receiving.

 

Links:

 

Busted Myths:

  • You do not need more leads. There is an old school mentality that more leads equal more revenue. However, with a concise group of leads it is easier to find the accounts that are in your Ideal Customer Profile.

 

Ways to Tune In:

Evolving Marketing Mindsets - Andrew Sheaffer - Hard Corps Marketing Show #244

Evolving Marketing Mindsets - Andrew Sheaffer - Hard Corps Marketing Show #244

February 22, 2021

Marketing has come a long way from the “Mad Men” days. However, some teams still struggle with a generational disconnect. How can we bridge the gap to market more effectively?

A Marketing Leader, Director of Marketing, Andrew Sheaffer, discusses the generational mindsets in marketing teams and actions.

 

Takeaways:

  • People know when they are being sold to. However, if the message is targeted to customers who have a need for the product it feels more personal and helpful.
  • Have your department heads create goals for the quarter. This’ll direct the team on what to achieve and what needs to be accomplished. 
  • Use SEO when approaching different generational mindsets. This is a simple way to show what keywords and phrases are best for targeting.
  • Whether it is a new or existing business, associate your marketing efforts with revenue. This will ground them and avoid getting lost in branding.
  • Career Advice: Know the importance of rolling up your sleeves and figuring something out yourself. Put it into action!

 

Links:

 

Shout Out:

  • 55:08 Elizabeth Costa

 

Busted Myths:

  • Not everyone can be a marketer. Appointing an individual to specifically head marketing operations will optimize success and connection with your target audience.

 

Ways to Tune In:

Mastering Marketing Agility - Andrea Fryrear - Hard Corps Marketing Show #243

Mastering Marketing Agility - Andrea Fryrear - Hard Corps Marketing Show #243

February 18, 2021

Maximizing productivity is not always as simple as it sounds. It takes a team effort to align goals and take a step back to figure out what needs to change. What should we be doing to identify priorities and manage goals?

An Agile Marketing Thought Leader, Keynote Speaker, Author of Mastering Marketing Agility and Death of a Marketer, ICAgile Certified Agile Marketing Coach and Trainer, Co-Founder of AgileSherpas, Andrea Fryrear, delves into framework of agile marketing and how to apply agile marketing practices to your process.

 

Takeaways:

  • “If you pivot too often without a business case, then you will delay where you want to be. Agile marketing is about making adjustments when there is a good customer centric, data driven reason to do so.” ~Andrea Fryrear
  • Find the areas in your system where work execution is not optimized. Systematically review team priorities in order to improve the quality and the quantity of work within your organization.
  • Agile marketing is not a cure-all! It focuses on the execution and the processes to get you where you need to be while under the assumption that the right channels or marketing strategies are already in place.
  • Objectives and Key Results (OKR) is a great framework to use with teams to track goals. It develops a straightforward way to see what actions are supporting each OKR.
  • Take the time to have retrospective meetings to assess your team goals and the best next steps to accomplish them. This helps to align objectives for optimal progress.
  • Career Advice: Spend more of your twenties learning.

 

Links:

 

Busted Myths:

  • Agile marketing is different from being fast or responsive. It requires marketers to recognize planning at the moment of maximum ignorance. Start exposing your audience to a new plan or idea on a small scale before committing.

 

Ways to Tune In:

Storytelling Disruption - Justin Keller - Hard Corps Marketing Show #242

Storytelling Disruption - Justin Keller - Hard Corps Marketing Show #242

February 15, 2021

Numbers and technology are an important part of marketing, but they are not what pushes marketing past their goal. How does your audience view your brand? What is the story?

A Digital Marketing Thought Leader, Speaker, B2B People’s Choice Award Winner for the Best B2B Content of the Year, Vice President of Marketing at Terminus, Justin Keller, explores brand storytelling. 

 

Takeaways:

  • Think about what your marketing goal is beyond the metrics. What is the story you are telling? Does it align with your purpose or product?
  • “There is always a story to tell. Whether it be the product, the purpose, or the company culture, if you are having a positive impact on the world people care.” ~Justin Keller
  • When you are thinking about telling a story, focus on pattern interruption. Think about how it ties back to the promise you are giving over the product or brand.
  • Joy and enthusiasm is better than perfection when storytelling. Being a part of something that is exciting is important to people and shows through your work.
  • Culture is an important part of marketing. If you are able to take big chances and embrace your creativity then you are able to discover new avenues to cultivate your brand.
  • Career Advice: Don’t take yourself too seriously when you’re marketing.

 

Links:

 

Shout Out:

  • 16:20 Logan Childs

 

Busted Myths:

  • Marketing is more than numbers. Lead generation, metrics, aligning with sales, etc are all important aspects, but they are not the aspects that make a brand sing. True marketing is about wild campaigns, telling great stories, and art. 

 

Ways to Tune In:

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