The Hard Corps Marketing Show
Customer Experience for Dummies - Kyle Lacy - Hard Corps Marketing Show #169

Customer Experience for Dummies - Kyle Lacy - Hard Corps Marketing Show #169

July 9, 2020

As marketing professionals we know that customer experience is key to a successful brand. Understanding the customer needs and finding a unique approach to engaging them with your company helps build that relationship.

A Marketing Leader, Author of multiple books including Twitter Marketing for Dummies and Branding Yourself, Marketing and Digital Trends Speaker, recognized as a Forty-under-40, CMO at Lessonly, Kyle Lacy, delves into ways to understand your customer’s experience and implement company culture into first touch points.

 

Takeaways:

  • Understanding what makes your customers tick, what makes your brand effective in the current market, and how to work your culture as a company into marketing and sales messaging is the future of outbound sales.
  • The consumer’s experience is paramount to everything else. There is an art to getting someone's attention. Taking the time to make a more personal outreach email provides the customer with a more human first touch point. 
  • Spend time on enablement and training of representatives to truly understand the audience you are reaching.
  • Infuse your company culture into the first touch. Whether it is useful or simply something fun, this is a great opportunity to be authentic and memorable!
  • As marketing evolves into being more experience oriented, keep in mind the importance of balancing the corporate side of marketing with the entertainment side. Remember to listen to your audience and be mindful of the situation.
  • Simplification is key. Too much software can ruin the experience for the prospect because there is too much going on. There can be complex systems as long as it feels easy for the end user.
  • If a BDR is put under marketing then that leader needs to have experience in owning a revenue number. 
  • Career Advice - Spend time developing your emotional intelligence, especially empathy. When faced in a conflict take a step back and think about the other person. How are they perceiving the situation?

 

Links:

 

Busted myths: 

  • Only sales leaders can transition to be a CRO - Even though sales leaders have the tendency to transition to lead marketing, CMOs and marketing leaders have just as much capability to transition into sales. A great CRO has to have great direct reports, brand creativity, and a passion for meeting the needs of the customer. These skills can be more impactful when coming from someone with a marketing background.

 

Shout Outs:

  • 13:38 Kyle Coleman from Clari/Brand and Demand
  • 25:11 Ollie Llama/Lagos, Nigeria
  • 26:58 Chris Savage from Wistia/Market like a media company
  • 27:13 Dave Gerhardt, Privy
  • 27:41 Casey Neistat - YouTuber/Commercials
  • 37:44 Max Yoder - author of Do Better Work
  • 46:11 Lorraine Ball/Kyle’s mentor and former boss
  • 1:03:09 Nate Skinner from Oracle

 

Ways to Tune In: 

  • iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 
  • Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn 
  • Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show 
  • Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_ Marketing_Show 
  • YouTube - Full video - https://youtu.be/MrNlrx8meDw
Capturing The Voice of The Customer - Angelo Ponzi - Hard Corps Marketing Show #168

Capturing The Voice of The Customer - Angelo Ponzi - Hard Corps Marketing Show #168

July 6, 2020

As marketers, we know how to talk about our product or service, but do we know how all of this is articulated from the voice of the customer? 

A Marketing Leader, Business Advisor, Keynote Speaker, Fractional CMO, Podcast Host of the Business Growth Cafe, and Founder & President of The Ponzi Group, Angelo Ponzi, cautions marketers from relying too much on the data and their own expertise instead of listening to the needs of the customer right from the source.

 

Takeaways:

  • Understand the voice of the customer by talking to your buyers. When you do not get it straight from the source, there is more of a chance that personal bias can get in the way.
  • Before making your next update in marketing, whether it is the website or a new piece of collateral, take the time to think through what you are doing. Ask, who is the audience and what is the goal?
  • “Marketing is an investment in your future, not just an expense...it’s a growth engine.” - Angelo Ponzi
  • Be sure to form relationships with multiple people at your clients’ businesses. If a single point of contact leaves, you will still have quality connections at the company.
  • Focus your efforts. Do not try to do too many things at once, or else you will not be able to do anything well.
  • Career Advice - Don’t be so stubborn, listen and accept advice.

 

Links:

 

Busted Myths:

  • Businesses do not need to talk to their customers to understand their needs because they have data and their own expertise. - Teams need to talk to their customers to hear about their needs straight from the source. There is too much bias that can happen when teams make decisions on behalf of the customer without asking their buyers about it.
  • A marketing silver bullet will solve all of your problems. - Marketing is not just about one thing, it takes the integration of many components working together to create growth.

 

Ways to Tune In:

The Power of Influencer Marketing - Neal Schaffer - Hard Corps Marketing Show #167

The Power of Influencer Marketing - Neal Schaffer - Hard Corps Marketing Show #167

July 2, 2020

People may think that Influencer Marketing is only for business to consumer companies and that business to business buyers are not engaging as much as B2C buyers. They are mistaken.

 An Influencer Marketing Speaker & Consultant, Author of The Age of Influence, University Educator,  Social Media Keynote Speaker, and the CEO & Principal Social Media Strategy Consultant at NealSchaffer.com, Neal Schaffer, discusses the power of Influencer Marketing and how B2B companies can tap into influencers that are already reaching their target audience.

 

Takeaways:

  • Develop relationships with the people that are creating content around topics that have to do with your product or service, that attract the audience that you want to tap into.
  • Invite the influencers to be on your podcast, interview them for your blog, ask them to be a guest on your webinar. Influencer marketing is when the influencer promotes your content to their community.
  • Locate the influencers by starting with keyword searches. Who are the people that are already sharing content about the keywords you want to be associated with?
  • People that are active on social media and sharing relevant content can be a thought leader. Meaning, this could be someone that is already one of your customers or one of your employees.
  • Start collaborating with the people that already know, like, and trust your brand for influencer marketing.
  • Do not overlook the smaller influencers. They may have less followers, but they are authentic and most likely are sharing content about a niche topic that is a great audience to have the attention of.
  • “It’s not the amount of followers, it’s the amount of engagement and the relevance of that engagement.” - Neal Schaffer
  • Be data driven, you cannot just be looking at likes and use that as your metric for success.
  • “People always resonate better with people than businesses.” - Neal Schaffer
  • If you want to insight word of mouth from social media, it’s not going to come from your company page, it’s going to come from the profile of a person.
  • Create a rapport with a social influencer first before reaching out to collaborate with them. Send social signals by engaging with their content, liking, sharing, commenting, and then send them a message.

 

Links:

 

Busted Myths:

  • Influencer marketing is only for B2C brands. - B2B brands can use influencers to share their content with the community that the business is trying to reach. There are always system integrators that can connect you to other people, share referrals, or recommend your product or service to their audience.
  • B2B buyers do not engage that much on social media. - B2B buyers engage differently than B2C buyers. Your B2B prospects may not like or share your content because they might be clicking instead, and clicks show engagement.

 

Ways to Tune In:

 

The Two Sides of Marketing - Carrie Hankey - Hard Corps Marketing Show #166

The Two Sides of Marketing - Carrie Hankey - Hard Corps Marketing Show #166

June 29, 2020

Some people see and use their marketing department as a print shop, but marketing is so much more than font, colors, and polished collateral.

A Marketing Leader, Growth Manager, and the Director of Marketing and Business Development at Aronson LLC, Carrie Hankey, urges businesses to use the talent in their marketing department towards a more strategic effort. For marketers, she shares what they need to do to prove their value and get a seat at the table.

 

Takeaways:

  • Marketers, to get a seat at the table in your organization, be results driven. Prove the value that your efforts are driving for the business.
  • When designing a piece of content, establish the goal that the content is trying to achieve and the target audience it is trying to reach.
  • There is a time to use automation and there is a time to be responsive to the current situation and hone in on what prospects really need.
  • Rather than always trying to book a meeting with a prospect, provide valuable content that will help them do their job better.
  • Identify who owns the client experience within your organization, to make sure it is how it should be. Whether it is a new add-on to the website, or the buying process, all of it should be designed with the customer in mind.
  • Use data visualization to help illustrate the value that your marketing efforts provide. Consider using dashboards to share your story’s impact.
  • Have a contact management process among your marketing, sales, and service teams. The process will help ensure that the right people are receiving the right message at the right time.
  • Career Advice from Carrie Hankey - Get experience in the field as early as you can, to learn what you like most and what you do not want to do for the rest of your career.

 

Links:

 

Busted Myths:

  • Marketing is the process of making things look pretty. - Only using the marketing function as a print shop is a waste of a company’s talent and resources. Marketing gets a broad perspective of the company and they are able to ask and weigh in on the strategic questions that need to be answered.

 

Ways to Tune In:

Make Decisions Like a CMO - Casey Slaughter Stanton - Hard Corps Marketing Show #165

Make Decisions Like a CMO - Casey Slaughter Stanton - Hard Corps Marketing Show #165

June 25, 2020

A CMO does not have time to waste, as they are focused on driving revenue for the company. Marketers that are executing campaigns, need to be thinking in the same manner, rather than continuing to do busy work that is not producing money for the business.

A Fractional CMO, Marketing Coach, Consultant, Podcast Host, and Founder of CMOx, Casey Slaughter Stanton, challenges marketers to take a step back, look at the results that their campaigns are producing, and then shift their efforts to what is really driving revenue for the company.

 

Takeaways:

  • A sales conversation is a conversation with someone who has the financial ability and authority to say yes to your offer. Marketing needs to be driving efforts that create opportunities for these conversations to happen.
  • Soft branded messaging is a waste of time for your company because it is not presenting value to your buyer nor helping them to solve their problem. 
  • Take a side with your content and create an enemy in your storytelling. Who is your company’s enemy? If it is no action, then be clear about why your buyers should take action.
  • Create emails to your prospects that are personalized and that come from a person rather than a whole company. What is the point of a no-reply email?
  • Use email nurture campaigns to help onboard new customers. Create a great experience for them that guides them through their journey and communicates the value that your company can bring them. What does the first 100 days look like with your company from the customer’s point of view?
  • If the marketing team tries to do everything, they are not going to be able to do anything well enough to see that it is successful.
  • Marketers need more time to solve more complex problems, therefore they cannot waste their time on busy work.
  • “Marketing is salesmanship multiplied.” - Casey Slaughter Stanton
  • Build a marketing process for making decisions internally. Establish a framework that empowers your team to make the right decisions.
  • Career Advice from Casey Slaughter Stanton - Bet on yourself.

 

Links:

 

Busted Myths:

  • Social media is extremely valuable to a business’ marketing efforts. - This is NOT the case. Social media is usually a waste of time because it often delivers soft branded messages that do not drive a real offer. If you are going to drive sales conversations, you need to lead with an offer.
  • All marketing emails have a purpose. - If the email is not driving any action, then what is the point of sending it? Prioritize what emails and communication you are sending and measure its success to decide whether or not changes need to happen in your email marketing.
  • You do not have to do certain marketing activities forever. - If you try something new and it is not working, then discontinue it. Your time will be better spent on other campaigns that are actually driving revenue.

 

Ways to Tune In:

The Best of ABM - Casey Cheshire & Christina Anderson - Hard Corps Marketing Show #164

The Best of ABM - Casey Cheshire & Christina Anderson - Hard Corps Marketing Show #164

June 25, 2020

There is a lot of talk about Account Based Marketing in the B2B space. To help separate the practical from the fluff, Casey Cheshire, the Host of The Hard Corps Marketing Show, interviewed the top ABM experts to give their insights and dispel all of the ABM myths. 

This is a special episode as Casey, joined by the Producer of the show, Christina Anderson, compiled all of the best ABM episodes from the podcast and shared their takeaways and what marketers can do to execute an ABM approach across sales, marketing, and service.

 

Episodes Discussed:

  • #13 - Journey from Sales to ABM Marketer - Heidi Vandermeer, Manager, Account-Based Marketing, Security Compass
  • #31 - Mastering Account-Based Marketing - Sangram Vajre, Author, Chief Evangelist, & Co-Founder, Terminus
  • #81 - ABM & The Dark Funnel - Latane Conant, CMO, 6Sense
  • #82 - Alignment Through Collaboration - Lauren Mead, CMO, TimeTrade
  • #97 - A Trailblazer’s Guide to ABM - Nate Skinner, SVP, Global Marketing Leader for CX, Oracle
  • #110 - ABN Always Be Nurturing - Jen Spencer, VP Sales and Marketing, SmartBug Media
  • #150 - Why ABM is Not a Strategy - Scott Vaughan, Chief Growth Officer, Integrate Inc.
  • #155 - Everyday ABM - Nikki Nixon, Americas Account-Based Marketing Manager, Autodesk
  • #156 - ABM for the Customer Journey - Megan Heuer, Principal, HeuerB2B
  • #157 - Quantifying Marketing for Megadeals - Christopher Engman, CRO & CMO, Proof Analytics

 

Links:

 

Shout Outs:

  • 30:15 Lauren Mead
  • 35:39 Logan Childs
  • 1:17:00 Jennifer Lynn Schneider
  • 1:23:02 Darryl Praill

 

Ways to Tune In:

 

Distributing Content as Breaking News - Chris Walker - Hard Corps Marketing Show #163

Distributing Content as Breaking News - Chris Walker - Hard Corps Marketing Show #163

June 22, 2020

Most companies will invest in ads as a way to drive direct response conversions. The prospect clicks, is taken to another page, and then has to fill out a form to download the content.

The problem is, how many of those prospects will actually take the time to fill out a form after clicking on your ad? Then, how many of those few prospects want sales to reach out to them to schedule a demo?

A B2B Revenue Operations and Growth Marketing Leader, Podcast Host of the State of Demand Gen Podcast, and the CEO of Refine Labs, Chris Walker challenges marketers to stop doing what is ineffective and to start focusing on educating buyers where they are, so that they are high quality leads when they reach out for your product or service. 

 

Takeaways:

  • Invest in marketing to build better quality leads, to lessen the amount of sales efforts needed.
  • A good content strategy is to start with a long form of content, such as a podcast, and then break it down into micro pieces of content, such as a blog or video clip.
  • Chris Walker’s recommendations for video are to add captions, use a headline to address the target audience, accompany the video with text that shares the main takeaway, and format the video in square, to take up as much vertical space on a mobile device as possible.
  • “I use ads to distribute content, not to drive direct response conversions.” - Chris Walker
  • Give people information at a high frequency, in a way that they want to digest it, and then allow them to decide when they are ready to start the sales process.
  • If the whole goal of your ad is for the prospect to read your content, then do not create friction for them to do so.
  • Focus on marketing to the influencers of the buying committees, because they are the ones helping the decision makers make the right choice.
  • Deliver your content as if it were news to your target audience. The content needs to provide value and be educational, not sound salesy.
  • Educate people at scale on why they should do something different from what they are doing today.
  • Career Advice from Chris Walker - Focus more on the people that you work with. It is not who you know, but who knows you and what you can do for them.

 

Links:

 

Busted Myths:

  • You don’t need more leads. - You need the right leads. Rather than focusing on the quantity of leads generated, marketers need to be focusing on developing quality leads that are educated on the product or service and the problem it solves.

 

Ways to Tune In:

Connecting the Dots with Buyer Personas - Vicki O’Neill - Hard Corps Marketing Show #162

Connecting the Dots with Buyer Personas - Vicki O’Neill - Hard Corps Marketing Show #162

June 18, 2020

Your team may have your business’ ideal customer profile defined, but does it have an understanding of its buyer personas?

A Marketing Leader, Persona Creator, Podcast Host, and the Fractional CMO of KenKay Marketing, Vicki O’Neill, encourages marketers to put in the work and define their buyer personas, to prioritize efforts and deliver relevant marketing to their ideal buyer.

 

Takeaways:

  • Buyer personas go beyond the surface level demographics. Personas make up the obstacles, stresses, and emotions of why the buyer would begin to search for your product or service in the first place.
  • If you do not have any buyer personas defined, start with one.
  • Start by looking at the data you have on existing customers and pick out the best ones. Then have conversations with them, so you can understand their persona and then create marketing that speaks to prospects that are similar to your best customers.
  • Our focus needs to be on the customer and their journey. Look at your customer journey and note how your best customers navigate from one call to action to the next. What are the different touch points they interact with?
  • “[Buyers] want to see their peers, other customers, talking about the experience that people are having with a particular company or brand.” - Vicki O’Neill
  • We have to be in the business of creating great customer experiences because at the end of the day the customers are the best marketers for the business.
  • Career Advice from Vicki O’Neill - Network beyond your existing walls and do not be afraid to try new things. Be more open to approaching people that you do not know.

 

Links:

 

Busted Myths:

  • Businesses do not need to define their buyer personas. - They DO need to. This helps the company to understand their target audience and what motivates them to take certain actions before they make their purchase. It guides marketing to deliver particular messaging and releases them from the spray and pray mentality.

 

Ways to Tune In:

Video Marketing Entertainment - Todd Hartley - Hard Corps Marketing Show #161

Video Marketing Entertainment - Todd Hartley - Hard Corps Marketing Show #161

June 15, 2020

Marketers buy into the idea that people have short attention spans, so their focus gets put onto keeping the content short.

A Keynote Speaker, 5x Telly Winner, Digital & Video Marketing Leader, and the CEO of WireBuzz, Todd Hartley, challenges marketers to create entertaining content that is so interesting that it actually holds the attention of their intended audience. The problem is not the audience’s attention span, it is that the content is not interesting to them.

 

Takeaways:

  • “We don’t have an attention problem, we have an entertainment problem.” - Todd Hartley
  • Marketers need to be entertaining while they are telling their stories. Be sure to incorporate tension and visual stimulus, consider tempo, and lead to the next breakthrough, epiphany moment. 
  • The longer your video holds a prospect’s attention the more invested they become in the idea of your product or service. Many studies show that longer videos produce higher conversion rates.
  • Facebook and YouTube both advise video creators to make longer videos because it will keep viewers on the platform longer. Businesses should follow the same principles when creating videos for their website.
  • There is no magic number when it comes to the time length of a video. Take the time you need to tell the story with the crucial details, just as you would tell a story to your peers in real life.
  • There are three types of videos that every business should have, Explainer / Overview, Testimonial, and Implementation.
  • Integrating video platforms with your CRM and marketing automation technology, allows you to track the audience engagement with your videos and then alert your sales team, for example, when targeted accounts watch over 80% of your videos.
  • “People do business with people they have relationships with.” - Todd Hartley
  • Understand what your weaknesses are and build the process of strengthening them into your daily routine.
  • Career Advice - Tune out the people that don’t have faith in you. Get out of your own way because you could be your biggest obstacle.
  • Recognize the destabilizers in your life and politely remove them from your sphere of influence.

 

Links:

 

Busted Myths:

  • People have short attention spans. - People do not have short attention spans, they select where they want to give their attention. If content is interesting, humans will continue to consume it. That is why it is important to understand your audience and make sure that your content is entertaining and also speaks to their interests.
  • Shorter videos are better than longer videos because people will not pay attention. - Studies show that longer videos have higher conversion rates. The more time that a prospect spends watching your content, the more likely they are to buy from you.
  • Green screens should be used for better video production. - Green screens hide the real background of the subject. How are people supposed to trust the individual on the screen when they are hiding what is behind them? Build trust with your audience by being authentic and doing less special effects. 

 

Ways to Tune In:

Creating a Content Ecosphere - Chris Austin - Hard Corps Marketing Show #160

Creating a Content Ecosphere - Chris Austin - Hard Corps Marketing Show #160

June 11, 2020

Marketers put a lot of time into creating great pieces of content, however creating the content is only the halfway point.

A Marketing Leader in Content & Brand Strategy, and Fractional CMO at CAMO Marketing, Chris Austin, delivers a call to action for marketers to create a distribution plan for their content, so that it does not just sit there after it is created. Find out Chris’ recommendation for a distribution plan and how to build an ecosphere around your content.

 

Takeaways:

  • “Really great content is halfway, until you have a distribution plan it’s not going to be effective.” - Chris Austin
  • Building an ecosphere around your content entails having a centerpiece of content that is your main focus such as a video, a podcast, or a presentation, and then building small pieces of content from that centerpiece to promote it and draw in your target audience.
  • There are three aspects that make up a great content campaign, engagement, education, and entertainment.
  • Engagement goes beyond clicks and shares. Is your target audience subscribing, buying your product or service, telling a friend, and feeling like they are a part of the community around your product or service?
  • Your content needs to provide value to your buyers, educate them on a solution that speaks to the problems they are having.
  • The framework to create an entertaining piece of content is SMASH, Speed, Music, Asymmetry, Spontaneity, and Humor / Honesty.
  • The eight steps of the content marketing process are 1) Audience ID 2) Content Ideation 3) Keyword & Competitive Research 4) Interviewing Internal Experts 5) Producing Content 6) Share & Amplify 7) Measurement and 8) Repurpose.
  • Try to always be learning, see what you can soak in from the people around you.
  • A double funnel looks at the second funnel that occurs after the buyer makes their purchase. The purchase is only the halfway point. After the purchase, you need purchase satisfaction, for them to join the community around that purchase, their recommendation, and then their referral.
  • A customer’s referral helps to fuel the start of the first funnel again to lead to a future purchase. 
  • Career Advice from Chris Austin - Do not wait around for things to come to you, go out and get what you want. You can only rely on luck and talent for so long.

 

Links:

 

Busted Myths:

  • Content is king, if you build it they will come. - Marketers can have a really great piece of content that just sits there without effect or engagement, because there was no strategy around promoting the great piece of content. There needs to be a plan around content promotion and how it will be shared.

 

Ways to Tune In: