June 18, 2019
How long does it take you to write a blog article? To research it, create the content, edit it, play with the title, find supplemental images, and then style the body?
Now think of a conversation between a host and an expert. In a 30 minute conversation, how long of a transcript is created? Much longer than an article, perhaps it’s the length of two or three articles?
A B2B Growth & Podcast Strategist, the Host of Talk with the Top: Chicago, and the CEO & Chief Interviewer of Call for Content, Michael Greenberg, delivers a call for action to start with a podcast when creating content, not a blog. Check out this episode and rethink B2B marketing content creation!
- “Blogs are the worst thing of all content options you could start with.”-Michael Greenberg
- Create an outline to have a structured transcription from a podcast. Create headings, then questions, then bullet points before doing the interview.
- Buyer personas are the first thing to consider when creating a B2B podcast. Who are you trying to reach? Then comes your audience.
- You could have your guests be partners and then your audience be prospects. You could also have your guests be prospects to develop the customer relationship.
- A seasonal podcast is about 8-12 episodes and the story line of content is planned with an arc. Think about the content you want to create, the order of interviews, and the talking points that should tie the episodes together.
- When deciding whether to do a podcast or a webinar for content, “plan for one, repurpose as another.”-Michael Greenberg
- To pull more conversation out of an interviewee, listen and then count to five in your head, the guest will usually keep talking to break the silence.
- A podcast’s audience determines the structure, style, tone, and the music of the show. For example, if the audience is typically listening on their commute, the pace of the show should be slower.
- Using a podcast for ABM works because the business can target the top accounts and have the prospects on the show. Touchpoint number one could be the business inviting the guest, touchpoint number two, the prep call, and then touchpoint number three could be recording an episode of 30 minutes or more. Then a relationship is developed.
- A podcast’s audience trusts the show’s brand. They have followed their episodes, listened to their conversations, and have already started to build a customer relationship.
- Don’t start with a blog when creating content. Start with a video or a podcast. The product can then be transcribed into multiple blog articles and creating the content becomes cheaper and faster. More content can be created from an hour conversation rather than an hour of writing an article.
June 11, 2019
In a world where magazine covers are airbrushed, movies are overproduced with special effects, and advertisements exaggerate to make products look desirable, marketers need to remember to stay authentic.
A Marketing Leader, Strategist, Public Speaker, and the VP of Marketing at Buyers Edge Platform, Andy Rosenbloom, reminds the audience to stay true to themselves and their brand. If you are tired of the facade that is all around, then listen to this episode for some real inspiration.
- Don’t lose sight of being authentic in your marketing even in a world where everything seems over the top.
- Marketing is communicating complex ideas in simplified ways that resonate with the brand’s buyers.
- Be willing to accept customer feedback, you never know the relationships that you could potentially make with your customers or the ideas for improvement that you could receive.
- When you have different types of buyers, diversify your content to target it specifically to those buyers.
- Remove barriers and make it easy for your buyers to interact with your brand.
- Remember that in B2B marketing, you are still marketing to people from that business. You are still trying to solve their problems and make them better professionals.
- “Moments of delight”-Paying attention to your customers’, likes, dislikes, and what they are going through in their personal life to seize a moment where you can make a difference and show them you care.
- Be humble, listen, learn, and take initiative in your career. Find more ways to be proactive, to anticipate problems and streamline processes for better solutions.
- Not everything has to be embellished and exaggerated all the time. Marketers need to make their brand aspirational, but it should still be authentic.
- Bob Malone 56:33
- Jordan & Barbara Kimmel 1:03:35
June 6, 2019
Marketers, you are busy in your bubble. You are creating content, designing email templates, and planning your next event. When is the last time you got out of your bubble? When is the last time you talked to sales? Have you sat in on a conversation with a customer recently to learn their pain points?
An ABM practitioner, strategist, and the CMO of TimeTrade, Lauren Mead, delivers a call to action for marketers to pop their bubble, step out, and get aligned with sales. She charts the course for a collaborative experience where marketing and sales can work together to establish a target market and better understand their customers. Are your marketing and sales teams not feeling the love? Then this is one episode you can’t afford to miss!
- Marketers need to understand customer pain points to leverage marketing as a resource and share best practices.
- Consider sitting in on a sales call with a customer. Listen to what questions the customer is asking during different parts of the sales cycle.
- When approaching marketing as a whole, start with your data. Consider your buyers’ industries, company size, and the common characteristics among the buyers.
- Identifying and understanding your buyer personas is what allows you to segment and target relevant content. You may have thousands of customers but only five personas to prioritize your efforts towards.
- Align with sales to establish your target market. Buyers that do not fit your criteria, should be not sent to sales. That is a waste of their time.
- As a marketing leader, task your team with generating sales accepted opportunities.
- “...if we’re generating a ton of leads that’s great, but if they’re not quality leads, who cares? It’s not tied to revenue.”- Lauren Mead
- Look at the marketing emails you receive from other companies and learn from them. Reflect on what trends you see and what you can do to improve your own marketing emails.
- Be willing to jump into new challenges and see things as an opportunity.
- When needs come up in your company, take initiative and contribute. You may not see the immediate return in your career from this effort, but look at the big picture and see it as a way to develop your overall skillset.
- Sales owns the customer relationship, so marketing has to ask for permission to talk to customers. It’s important for marketing to be aligned with sales, but marketing needs to be able to talk with customers to understand their pain points and create targeted content. There needs to be a trust built between the two departments, so that marketing does not feel they have to ask for permission.
May 30, 2019
Everyone is talking about Account Based Marketing (ABM). It’s all over social media, webinars, speaking sessions, and there are books about it. It has become a buzzword in marketing, the centerstage of a magic show. But what is ABM really? There is so much hype about it don’t you wish it was boiled down to just the essential keys?
Listen to a marketing executive with sales, accounting, and consulting experience, one that hosts the podcast, Talking Sense, and is the CMO of 6sense, Latane Conant. She demystifies ABM and takes away the smoke and mirrors to reveal it at its core. You don’t want to miss the show!
- In marketing, consider the kind of prospect experience you want to deliver. Think about how buyers buy today and you are going to execute the practices of ABM.
- Marketers need to consider The Dark Funnel. It’s the part of the buyer’s journey that you are not able to track. For example, when buyers research your competition, or when they listen to podcasts, or when they search for certain keywords, or if there is a member of the buying team you don’t know about.
- When you ask your prospect to fill out a form give them something better in return.
- Use your content marketing as a means to answer the questions your prospects are having during different stages of the purchase cycle.
- Think about the information that marketers can provide to sales about the account. Why is that account considered in-market? What is their buyer persona? What is their anonymous and known activity and what key-words have they searched?
- Segment your marketing to the different buyer personas. For example, if a competitor’s product fails, how can you market to that specific group of people to reach them and show that your product and brand is the answer?
- The 5 Keys to the ABM Process: 1) Select the Best Accounts 2) Know About Them 3) Engage the Right Way 4) Collaborate with Sales 5) Track Real Stuff
- Collaborate with your sales team. They will help decide the company’s Ideal Customer Profile (ICP). Finding the ICP will help the marketing team decide to which accounts they should prioritize their marketing.
- The 3 Keys to Sales & Marketing Alignment: 1) Trust 2) Transparency 3) Time Horizon
- Be aligned with the product team, think about where is the market going? What are your customers asking for?
- Start your marketing approach with “The Why” and establish your culture, vision, strategy, and your brand. These foundational pieces need to be understood holistically.
- A vision should ignite uncomfortable excitement. Push the limits and be bold.
- Once a vision is established, consider how you can drive that growth. Always be considering the overall pipeline, deal velocity, average deal size, and the win rates.
- Marketers can always learn from the sales team. The sales team members understand the business, customers, and go-to market strategy really well. Therefore, get aligned with sales!
- Prioritize your marketing efforts around the product, service, and buyer personas that are making your company money. Marketers cannot afford to accommodate everybody. Understand the data and go after what gets your company the best win rates.
- Leaders need to help create the fun, it’s why people want to work for them. The fun comes from being motivated, thinking that the work is meaningful, and enjoying the team of employees.
- ABM is a buzzword that people just throw around. It’s really just good marketing. It focuses the marketer to go back to the roots, the customer. This makes for a good marketing and sales experience. To execute ABM the marketer needs to think about how the go-to market strategy can be framed around how buyers buy today.
- Content is king. Content matters, but there is already so much of it. Content marketing efforts need to be prioritized to answering the question of what jobs do the prospects need to do, to make a purchasing decision.
May 22, 2019
Your marketing team writes thought provoking blogs, creates educational webinars, and polished white papers, but what good is all that content if it’s not being activated? Have you considered how your buyers are interacting with your content? Is your content organized by format or by the problems your buyers could have?
A Speaker, Author, Host of the Content Experience, and Co-Founder & CMO of Uberflip, Randy Frisch, challenges marketers to be intentional about the content experience they are creating for their customers. Don’t miss this episode and learn how to activate your content marketing!
- The goal of content marketing is to drive profitable customer action.
- A content marketer needs to consider what type of content experience they want to put in front of their buyers. The buyers are already having an experience with the content, whether the marketer is intentional about this experience or not, is the difference.
- “70% of the content that we’re creating is going unused.”-Randy Frisch referencing Sirius Decisions
- Think about the content as a nurture campaign. After the buyer interacts with your content, what is the next piece of content that they should be looking at to move them along in their buyer’s journey.
- How do buyers experience content in real life? For example, if someone is watching a Netflix show, they are not waiting for a week before seeing the next episode. How can your content be a series of information to help solve the buyer’s problem?
- There are three areas of content marketing: content creation, content distribution, and content experience.
- The difference between content distribution and content experience is that distribution is just about sending out the content. The experience considers where people will see the content and what content they should be given next.
- There are three keys to creating a good content experience: structure, environment, and engagement. How is the content structured to give to the right people, at the right time? Is the content visually appealing and easy to navigate? How do we personalize the content and serve the next piece?
- There is a five-step framework to creating a good content experience: centralize, organize, personalize, distribute, and generate results.
- When organizing content, do not categorize by format, sort by the solution that your content solves, for the problem the buyer has.
- Earn your way and make sure that you understand what your customers are experiencing first, before diving too deep into the marketing world.
- “The more that we can start to solve with content the same way that we solve for people those real life problems, versus, ‘Here are my products, what do you want?’ That’s really how we have to start shifting our thinking.” - Randy Frisch
- Content marketing is simply creating content. The concept goes beyond this, a content marketer has to consider how the content is valuable, relevant, and consistent to the audience they are trying to reach. Does the content help to solve the problem the buyer has?
- Organizing content by format is best practice. The format is not what solves the buyer’s problem. The buyer should not have to search and sift through a company’s blogs, webinars, and white papers to find information about the solution to their problem. Consider your buyers and their journey when deciding how to organize content.
- Ann Handley - 3:27
- G2Crowd - 19:26
- Drew Davis - 24:49
May 20, 2019
Marketers are used to rocket launching the message out to their buyers, creating eye catching explosions with their brand, and nurturing their prospects by sharing, sharing, sharing. Sometimes, marketers need a reminder to listen.
An award winning Marketing Leader, Brand Strategist, and the CMO of SignalFx, Tom Butta, reminds marketers to listen to prospects and customers, learn the pain points, and own the problem. This episode is filled with “nuggets” of wisdom, that will challenge, encourage, and guide marketers on their journey.
- Be concerned about what your prospects and customers think of your brand. Be open to what the other groups think, but compare it to your buyers’ concerns.
- Be open and curious to what others are suggesting. Think about what they say. People are often too concerned with waiting to be in the conversation that they are not listening to the ideas in front of them.
- Listen, listen, listen! When creating a marketing plan, listen to the executives of the company, to the clients, and prospects. Compare what they are all saying and search for the “nuggets” that could be ideas for your plan.
- Consider the emotion that your product and/or service is trying satisfy with the solution you are providing and then market to that emotion.
- Be the guide on the buyer’s journey rather than the advisor. An advisor provides suggestions but then they are not there with you in the process. Guide your customers in their journey, empathize and be with them.
- Own the problem that your buyer is facing to market how your product and/or service is the solution.
- Gather customer references that want to share their positive experience. In today’s social media age, it’s not about what “we” say, it’s about what “they” say. Prospects look at the reviews and testimonials before going directly to the source.
- Mobilize the believers in your brand. If your brand has a huge following. Provide a platform for your believers to communicate why they love your brand.
- People never forget how you make them feel.
- “Don’t be afraid to take on something new or try something new because you’re going to learn something.”-Tom Butta
- Be open to learning about the experience that is in front of you, and look at it as an opportunity.
- A lot of people know a lot about marketing and you should heed their opinion about your branding, strategy, and logo. This is not necessarily true. Everybody has an opinion and they have the freedom to express it, however, you should be paying attention to the opinion of your buyers and future prospects. What do your customers think of your brand?
- In marketing, it’s best to give your prospects an information overload and tell them all the good things about your product and/or service. Giving your buyers information overload sounds salesy and just creates noise that does not allow them to pinpoint how your brand could truly help them. Get to know your buyers first, learn their pain points and then inform them how your product and/or service can help.
May 7, 2019
Are you a marketer feeling discouraged that your department is thought of as the cost center at your business? Or perhaps your department is respected and you are dreaming about someday having that CMO position, but you may feel intimidated about where to start?
Ever thought of marketing as a game of chess? A Lecturer, Public, Speaker, Radio Personality, and the CMO of VanillaSoft, Darryl Praill, turns on the lights for the match and provides professional insight on how to plan your strategy for victory among the many moving pieces of marketing.
- Marketing now owns the technology stack of marketing automation software and CRM. They have earned a respected seat at the table and can report the ROI on every campaign.
- The sales funnel has shifted. Buyers are getting smarter and they do not want to talk to sales representatives until the very end when they are ready to negotiate. Now, marketers have the buyers for two-thirds of the sales funnel.
- When you close a big lead, consider: where did the lead come from, what was the campaign, how many touch points did they have? Then celebrate those touchpoints. They DO make a difference.
- Marketing can be viewed as a game of chess. No one piece will win you the game. Consider taking one bigger piece of content and running smaller campaigns from it. Look at how all your pieces can work together.
- When strategizing marketing, consider: What’s the category that our business is in, where do we fit?
- Keep the answers of what you do simple.
- Once a marketer knows their business category, they know the influencers they need to be reaching and who they should be following, the pain points that their buyers are facing, and how their messaging and propositions should be defined.
- “The whole point of [creating] notoriety is making sure that you’re in the conversation.”-Darryl Praill
- When influencers are mentioning your brand in conversation, you are now a trusted player.
- Every single sales cycle starts with a pain point the prospect has.
- When nurturing prospects, do not spray and pray! This only dilutes the frequency that you are in front of your target market.
- “Learn to listen to your gut it is an important input into the decision making process.” -Darryl Praill
- Marketing is about picking the right color, producing awesome parties at trade shows, and press releases. These activities are NOT what marketing is about. These are simple tasks done in the pursuit of what a marketer is mandated to do.
- Marketing is not held accountable and does not generate revenue for the company, they are a cost center. Marketers now have the technology to track the success of every touchpoint to determine the level of ROI for each activity. They are held accountable for the leads they generate and the amount of return they get for their efforts put in.
- Revelation Technologies-51:27
May 1, 2019
You’re on a boat, headed towards a waterfall and there is nothing you can do about it. You see your doom ahead and want to do something about it, but your boat just keeps sailing forward.
What if you reacted as soon as you saw the waterfall approaching? What if your were agile?
This episode is filled with strategy, history, and thought provoking questions of incorporating an agility mindset to marketing. An Author, Podcast Host, Agility Marketing Advocate, and the VP of Marketing at Pantheon Platform, Roland Smart, is our captain on the marketing ship that will keep it from diving down the waterfall.
- When you put a name on a concept or a process, it gives people the opportunity to rally behind it, build a community, and then create content to support it.
- Agile is designed as a philosophy or approach where it’s difficult to predict the future. In marketing it’s difficult to predict many factors for example, market conditions and consumer expectation.
- Waterfall is a project management method that is opposite to agile. It’s a linear process where a detailed analysis can be used to predict an outcome.
- Agile starts with iterations of a process, then a demo is released of what was created, then a retrospective analysis is done of the process itself.
- The retrospective considers: Was this the best way to execute this process? Should the process be changed? It causes the planners to be intentional about improving their processes.
- With agile, the idea is to make small changes along the way to your process when you see the need for improvements.
- Agile is a mindset that companies as a whole need to adopt in order to fully implement the model when managing projects.
- The mindset allows employees that are involved in the day-to-day operations, the opportunity to come to the executive level managers, and propose ways of improving processes to better achieve the executive end-goal.
- A waterfall mindset is a full top-down approach where the executive end-goals are given, the processes are dictated, and all hands keep driving towards the end goal with the same process.
- You have to get used to failure if you are going to make changes to improve your processes.
- It’s difficult to embrace agility if you cannot drive down the cost of making changes.
- “Making small mistakes in a public way and correcting them, actually has a more significant impact on attach rate than doing something that’s brand consistent on a big scale.”-Roland Smart
- Agile Marketing is just the latest trend. There has actually been a very long tradition which started in the early 2000s with the Agile Manifesto, but software developers had already been working with the model for 10-15 years. Around 2011, marketers saw the Agile Manifesto and they adopted it to become Agility Marketing.
- Taking a risk and doing an action that may be slightly inconsistent with your brandi is bad. This is not true when the risk is small, buyers react poorly, and then the company responds quickly and appropriately. It becomes an exchange between the buyers and the brand and the buyers’ attachment is greater. They are involved.
- Bain & Company
- McKinsey Consulting
- Boston Consulting Group
- Peter Drucker
- Business Agility Institute
April 26, 2019
Bueller...Bueller...Anybody? This episode is anything but the teacher at the front of the classroom hoping that students are still paying attention. As this guest will take us to school on how to hold our prospect’s attention, featuring a Speaker, Author, Storyteller and the Founder of Marketing Showrunners, Jay Acunzo.
This episode calls marketers to come to a new level to answer the question, “Okay, now that I have my prospect’s attention how do I keep it?” Acunzo shares his expertise on using shows to hold attention, how to be consistently creative, and why NOT to think of content non-negotiables as shackles.
- Marketers need to be focused on the next now, meaning that once a prospect’s attention is captured, how do you hold it?
- “A marketer is in the business of holding attention.”-Jay Acunzo
- It is more expensive to keep acquiring customers, than it is to nurture the loyal customers that you currently have. The lifetime value increases while the cost of customer acquisition decreases.
- Referral engines start as customer retention increases.
- A show is one of the best ways to hold attention. When a show is framed like a journey and each episode leads to another, the audience will want to subscribe to view that cohesive flow, to find out what happens next.
- When creating a project, extract the framework from a model that you admire. Then make it your own.
- Once your framework is established you have to master the art of reinvention.
- A framework’s non-negotiables allow the creator to chunk their creativity and really hone in on what specifics can be changed to take the project to the next level. How can we dig deeper?
- It is “far better to use a signal of stagnation to reinvent something then instead of after it’s too late.”-Jay Acunzo
- Marketers are in the business of capturing attention, but this is no longer. Marketers are in the business of holding attention. This is more difficult but it builds trust, loyalty, and more revenue.
- If we only serve the people who already believe what we believe, our company will not benefit. You need to build a foundation first with your current customers before you exhaust all your efforts on only acquiring new ones. “You want a higher value out of your existing audience and a lower dollar amount that it requires to get the next group to come your way.”-Jay Acunzo
- To be consistently creative, the creator needs to be constantly inventing new ideas before a framework is established. However, the framework needs to come first to establish consistency with guidelines, referred to as anchors. The creator can then dig deeper. Without the framework, there is little room for consistency across the product.
- Marvel Comics-Iron Man, Tony Stark
April 23, 2019
Stop driving your data analysis in the wrong direction! Get the latest scoop on predictive data techniques with analysis entrepreneur, author, co-founder, President and CTO of Squark, Judah Phillips.
This episode talks all about the difference between leading and lagging business indicators, how to use predictive analysis to make better decisions for the future, and how AI is used as an augmenter to help us focus on the data and the outcomes that matter.
- Pay attention to your leading and lagging indicators. Familiarize yourself with the difference between the two and the types of data each one can give you.
- It’s okay to use dashboards and KPIs but don’t expect them to give you the best, most in-depth data.
- Descriptive and diagnostic analysis are backwards looking indicators and predictive and prescriptive analysis are more forward looking indicators.
- If you can predict, you can make better decisions. Keep your eyes fixed straight ahead in the right direction.
- There are two types of machine learning: supervised and unsupervised.
- Any technology can be used for bad, but AI will be an augmenter that helps us make better decisions to focus more on the data and outcomes that matter.
- Machine learning can help you identify where you need to clean up your data.
- Don’t forget the ethics in AI. If you are in the AI industry it is important to communicate the positive benefits of AI because some people have a negative perspective of it.