The Hard Corps Marketing Show
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:

In Email We Trust - Liz Willits - Hard Corps Marketing Show #225

In Email We Trust - Liz Willits - Hard Corps Marketing Show #225

October 22, 2020

Email marketing has been a foundational marketing strategy in the digital world. However, is it still relevant with the rise of social media platforms?

A Marketing Leader, Keynote Speaker, Entrepreneur,Content Strategist, LinkedIn Influencer, Copywriter to SaaS and Creators, Instructor of Digital Marketing Fundamentals at University of Vermont, Full Time Consultant, Liz Willits, shares the importance of email marketing and promoting trust from your audience.

 

Takeaways:

  • On social platforms you are not in control of the algorithm. Email marketing is all on you to reach out to individuals. This makes social media much less reliable in that sense.
  • People go on social media to consume content from their friends. They typically are not there to purchase products. Whereas, email is more expected for marketing promotion.
  • Any time you are on any social media platform you need to have strategies to get people on to your email list in case of a platform shutdown. 
  • Invest time in your lead magnet! People share it with their friends if it is a great free resource or it is the first point of building a relationship with a subscriber. This will grow your email list.
  • “If you can start telling a story in your subject line that people want to know the ending to, then that is a great way to get people to open your emails.” - Liz Willits
  • Build trust by giving your audience free value to their biggest questions or challenges. This creates reciprocities and keeps people coming back for more.
  • Career advice: Build an audience and start creating content around you and your expertise. That audience will be very valuable in the long run.

 

Links:

 

Busted Myths:

  • Email marketing is not dead! It is a top revenue platform to sell because you are building an audience of people who know and trust you. 

 

Ways to Tune In:

Social Media Slayer - Christoph Trappe - Hard Corps Marketing Show #224

Social Media Slayer - Christoph Trappe - Hard Corps Marketing Show #224

October 21, 2020

An Influential Content Marketing Thought Leader, Top 14 Content Marketer, Top 100 Digital Marketer, Top 40 B2B Marketer, Author of #1 Content Performance Culture, Chief Content Marketing Officer for The Authentic Storyteller Project, Christoph Trappe, chats about different ways to enhance your social media presence.

 

Takeaways:

  • There is no perfect time to post something on social media! Your audience may not be exposed to it right away due to the algorithms on the platforms.
  • Consider using audio tweets and gifs as a way to interact with your target audience. They both add a personal touch to your social media engagements.
  • There is a difference between trying to capitalize and being authentic. Podcasts show your authenticity because it can be difficult to hide one’s true self.
  • Repurpose content on different platforms to get complete promotion coverage. Make sure you always link to your website because then you are able to target and remarket to them.
  • If you are performing a content performance culture model while retargeting visitors to your website, keep an eye on your metrics. Are you attracting your true audience?

 

Links:

 

Busted Myths:

  • Social media followings should not be a top priority. Just because you have a large following does not mean that people will see your content. Think about who you are trying to reach.

 

Shout Outs:

  • 05:47 Rob and Kennedy - The Email Marketing Show
  • 43:30 Voice Strategy by Susan & Scott Westwater

 

Ways to Tune In:

Marketing Operations Master - Crissy Vetere Saunders - Hard Corps Marketing Show #223

Marketing Operations Master - Crissy Vetere Saunders - Hard Corps Marketing Show #223

October 19, 2020

Many heads of marketing find marketing operations to be a cryptic section of the company. In reality, they are the secret weapon behind the scenes making everything work smoothly.

A Marketing Thought Leader, Co-host of the fwd:thinking Podcast, Speaker, Entrepreneur, Co-Founder and Board Member of Women in Revenue, Co-Founder and Principal Consultant at CS2 Marketing, Crissy Vetere Saunders, illuminates how marketing operations affects the customer journey and revenue of the business.

 

Takeaways:

  • “Marketing Ops is what makes marketing work. We are the team ensuring that from all your campaigns, to how someone enters the sales cycle, that it all happens in the most effective way.” ~Crissy Vetere Saunders
  • The best mindset for a marketing ops representative is an entrepreneurial one. In order to make the right decisions, understanding the whole business will better inform that.
  • Marketing ops should spend most of their time focusing on campaigns and anything touching revenue. That is what the company cares about the most!
  • Forge your own marketing ops persona! Start with creating goals for yourself and knowing how parts of a business fits together.
  • Career advice: Try to focus on the things that really matter and don’t feel like you need to do everything to be significant.

 

Links:

 

Busted Myths:

  • Marketing Operations is a strategic part of the marketing team and the people in this department can be strategic leaders! They understand the key data thoughts that support the departments across the company. You cannot do marketing without marketing ops.

 

Shout Outs:

  • 50:11 Chris Russell
  • 50:21 Maria Pergolino

 

Ways to Tune In:

Fishing for the Right Prospects - Bill Kenney - Hard Corps Marketing Show #222

Fishing for the Right Prospects - Bill Kenney - Hard Corps Marketing Show #222

October 16, 2020

When looking for prospect buyers it is important to really know your buyer persona, as well as, each prospect’s pain points. Is there more we could be doing now to help weed out the best candidates sooner?

A Marketing Leader, Mentor, Speaker, Founder and Chief Pot Stirrer at Soft Land Partners, Founder and Client Advocate at MEET, Bill Kenney, shares how to seek out true prospect buyers and build valuable relationships with them.

 

Takeaways:

  • What keeps your buyer persona up at night? Create offers that illuminate that pain and show how you can ease it. Be empathic towards your target customer and communicate to them in a way that is attractive to them. 
  • A prospect customer needs to have three requirements: a need, money and urgency. If they do not have these requirements then they are not a prospect customer.
  • Strive to have the wisdom to not be sure and be okay with testing. Set up your marketing so that it is flexible in a way that you can test and validate ideas.
  • “The more non-prospects you have, the more diluted your time becomes rather than dealing with the people who are convertible.” ~Bill Kenney
  • After you covered the agenda of the meeting with a customer, ask them what else they are trying to solve whether it be directly related to you or not. This builds a relationship of value over price.
  • Career advice: Start entrepreneurship early and get as much experience with internships as you can.

 

Links:

 

Busted Myths:

  • Don’t give away products that your company does not sell. Think about who you are attracting. You want to make offers that align with what you are trying to catch. 

 

Ways to Tune In:

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