The Hard Corps Marketing Show
Preparing for the Context Revolution - Mathew Sweezey - Hard Corps Marketing Show #92

Preparing for the Context Revolution - Mathew Sweezey - Hard Corps Marketing Show #92

August 15, 2019

Is your marketing limited based on principles of the past? Is it shackled by reducing your day in and day out efforts to ROI alone? It’s time to realize what’s in the past and what marketers need to realize and implement for the present and future.

Author, Marketing Leader, Podcast Host of the Electronic Propaganda Society, and the Principal of Marketing Insights at Salesforce, Mathew Sweezey, urges marketers to recognize what’s going on in the present versus the past and the importance of looking at the whole picture of the value that marketing brings. 

 

Takeaways:

  • The length of a buyer’s consideration process when weighing risk and making a purchasing decision, depends on the level of the risk that is involved.
  • Be careful to adopt the ways in which other companies are doing their marketing. We often assume that other people have done their prep work to make sure what they are doing is effective, but you could be blindly following the blind.
  • “We should not think about ourselves as manipulators, we should think about ourselves as community builders, as helpers, enablers.”-Mathew Sweezey
  • Create what you love, if you like what you are creating then you’ll be consistent which is important.
  • When creating content, keep in mind, the execution of the idea is what matters, not the format.
  • There is power in community. If there is an area or areas where you lack knowledge, surround yourself with experts in those particular areas. Create a relationship of sharing expertise.
  • “ROI is not an effective measure, it’s an efficiency measure.”-Mathew Sweezey
  • ROI does not prove the value of marketing, consider using a weighted pipeline in addition to show value.
  • Weighted Pipeline - How much is in our pipeline that is actually ready to close? When is it going to close? At what degree of predictability is it going to close?
  • Weighted Pipeline measures the volume inside of each stage of the buyer’s journey, the velocity of people moving from stage to stage, and the efficiency that people move to the next stage.
  • A weighted pipeline shows the value of marketing because it shows the total amount of demand, when that demand is going to convert into actual revenue, and the efficiency and speed in which it’s going to convert.
  • Career advice: Don’t sweat the small stuff, be intellectually curious, and find a way to maximize the thing you love most in life.

 

Links:

 

 

 Busted Myths:

  • You will get conversions if you hit the right person, at the right time.-This is not the case. This notion came from a time when marketing could not hit the right person at the right time, now, that is no longer the case. The average conversion rate of a Google Ad that is placed for the right person at the right time is 2.35%. This means that 98% of the time, they are not working.
  • B2B and B2C buyers are different.-B2B and B2C buyers are the same in that they both are having to consider and mitigate the risk of their purchase. B2C buyers are researching now more than ever before they purchase and are considering the weight of their purchase. B2B buyers mitigate risk that can affect their whole company. They both are doing risk mitigation in their buyer’s journey.
  • ROI is the best way to measure the impact of marketing. - The value of marketing cannot be boiled down to just ROI. How do you attach a dollar amount to brand awareness and word of mouth? The best way to measure the value of marketing in addition to ROI is a weighted pipeline.

 

Shout Outs

  • 11:47-Marshall McLean
  • 28:25-Tom Webster, Edison Research
  • 47:28-Aaron Ross “Predictable Revenue"
No Bullsh*t Buyer Personas - Adele Revella - Hard Corps Marketing Show #003

No Bullsh*t Buyer Personas - Adele Revella - Hard Corps Marketing Show #003

August 15, 2019

What a freaking awesome show!  We were honored to have an extended conversation with Adele Revella, who is literally THE go to expert for Buyer Personas across the whole world.  Not only does she know *everything* but she holds nothing back and calls it like she see's it. SO BADASS

Live during this show, Adele actually interviewed Casey as a previous buyer of marketing automation to learn about his persona!

Amazing takeaways from this show include:

  • The Two BIGGEST MYTHS About knowing your buyers!
  • Why its not enough to simply have a picture and a name for a Buyer Persona
  • How to actually interview your buyers to learn what you need
  • Guess how many personas a global manufacturing company has- it's way less than you think!
  • Why Demographics are RARELY as important as you think!

Links 

Multi-touch Attribution vs. Lift Study - Andrew Krebs-Smith - Hard Corps Marketing Show #91

Multi-touch Attribution vs. Lift Study - Andrew Krebs-Smith - Hard Corps Marketing Show #91

August 8, 2019

Is your company gathering a lot of data? How much extensive analysis do you do on it? Do you then make business decisions off of it? What happens when the data you get is not 100% reliable?

A Social Advertising Strategist and the CEO of Social Fulcrum, Andrew Krebs-Smith, challenges marketers to pay attention to purchasing behavior and to not rely too heavily on all the data they receive. Is multi-touch attribution really the answer to seeing what’s making the most impact in your marketing efforts? Listen and find out!

 

Takeaways:

  • A company may not capture reliable purchasing behavior data across their market because it’s difficult to understand a user’s behavior across electronic devices. They may click on an ad on their phone, but not their laptop, or vice versa.
  • Consider asking yourself, is it worth gating content, or product, to have an increase in data capture, but a possible slight decrease in conversion because a small portion is not willing to give up their email?
  • Multi-touch attribution is difficult to be relied on because buyers are interacting with marketing materials before they click. For example, an event could happen that triggers the buyer to have a need. Then they might see a few ads, which leads to an idea of doing a search. Then they click on your ad or fill out your form. How do you track that?
  • Consider who the influencers are in the buying decision. How can you market to those influencers?
  • Higher education is not preparing marketers for what they need. The industry is changing too much. Having real-world experience will give them the tactical knowledge they need to compete and succeed.
  • Lift Study-When you have two groups, a placebo and a control group with a hard separation between the two. You run your usual ads to about 80% of your prospects where the 20% receive ads that having nothing to do with your product or service. Observing what happens between the two groups will allow you to see the impact that your ads are actually having.
  • When you are starting out in your career path, do not compare yourself to others around you. Encourage yourself and trust your instincts that you are right where you need to be.

 

Links:

 

 Busted Myths:

  • All the data that you get is reliable and therefore you should do extensive analysis on it.-This is not true. Often companies are spending time and resources to analyze and draw conclusions based on unreliable data. There is too big of a distance between advertisers and the actual consumers to ensure that all the data coming in is completely accurate.

 

Shout Outs

  • 36:54 lululemon
  • 1:03:08 Tim Ferriss - The Four Hour Work Week
Identifying the Fake Gucci Buyers - Kevin O’Malley - Hard Corps Marketing Show #90

Identifying the Fake Gucci Buyers - Kevin O’Malley - Hard Corps Marketing Show #90

August 1, 2019

You’re a marketer and just put together some beautiful content, a webinar, a blog article, and a white paper. You see that a certain individual interacts with all three of your marketing materials. You notice this same person has attended every webinar you ever had.

This person must be really interested in buying your product or service right? Think again!

A Marketing Leader, B2B Strategist, and the VP of Marketing at TOPO Inc., Kevin O’Malley, cautions marketers to beware of the “fake Gucci buyers” and to reconsider who you are marketing to as the buyer and who you are marketing to as the influencer. Check it out!

 

Takeaways:

  • “Fake Gucci buyers” are people that will engage with all your marketing materials, they love your brand, they love all your content, but they do not have the purchasing power, so they will never buy.
  • ABM is a great marketing strategy, but marketers need to remember to market to the correct people on the purchasing committee. The lower tier roles may be your influencers where their boss is the decision maker, go after the boss.
  • Separate out the fake buyers from the real buyers by looking at the actions the person is taking after they interact with your marketing materials. If there is no action, but they are consuming all this content, you guessed it, fake.
  • Marketers need to work closely with sales development. This will bring them closer to revenue, allow them to monitor the messaging, and learn faster from the SDR conversations about what their buyers are saying.
  • Marketers should not only focus on the top of the funnel but the customer experience as well. Both customer experience and marketing are thinking of optimizing messaging and building a relationship with the brand.
  • Marketing from customer experience needs to be careful that they are not just taking from the customer, for example, customer referrals and case studies. They also need to be adding to the customer’s experience with the brand through useful content.
  • SDR phone conversations are a great resource for marketers to be able to draw conclusions of common pain points and questions that buyers are having. Then they can personalize their website and their content towards those pain points and questions.
  • In your career, don’t just think of your position’s responsibilities but think of the top role at the company. If you were the top person, what would you do? How do you help this role where you are at currently and how can you continue to think big picture?

 

Links:

 

Busted Myths:

  • People that are engaging with all your marketing materials are your ideal buyers. - Not so, there are plenty of people that are interested in the content that you are marketing, but they will never buy. Similar to “fake Gucci buyers”, these buyers will buy all the fake Gucci products in the world, but there’s no way they will spend the money to acquire a real Gucci product. You may have a business analyst that is highly interested in your webinars and blog articles, but they are not the ones at the company that will make the decision to purchase your product. You should be marketing to the higher tier decision makers above them as the buyer and look at people like the business buyers as influencers.

 

Shout Outs

  • 29:21-Sydney Sloan, CMO of SalesLoft
  • 40:00-Pardot
  • 42:29-Qualified.com
Marketing Experiments - Brian Massey - Hard Corps Marketing Show #89

Marketing Experiments - Brian Massey - Hard Corps Marketing Show #89

July 26, 2019

Some of the greatest baseball players have the highest strikeout rate. Why is this? They tried and went for it. Do you feel like your marketing has become stagnant? Do you need some inspiration to try something new?

An Author, Speaker, THE Conversion Scientist, and the Managing Partner of Conversion Sciences, Brian Massey, returns to the Hard Corps Marketing Show to give marketers the encouragement to go forth and test! Test out your crazy idea and see if it makes a difference for your brand! Check it out!

 

Takeaways:

  • If you keep doing the same thing you are going to get the same results. 
  • Go do an experiment and see if your crazy idea will have an impact on your brand.
  • Focus group data can guide you but it is not reliable to make changes solely from those results. Run a test to get a larger sample size.
  • You do not have to have a PhD or be a scientist to do testing in marketing.
  • Get comfortable with the idea that a lot of experiments will fail. Learn from the failure and work through it.
  • Consider testing causality. For example, are people finding your business from the search bar or are they buyers that know what they want, so they use the search bar and type in exactly that?
  • Have a measurement of your campaigns all the way through to the CRM. This will better assist with understanding what efforts are driving conversion.
  • Aim to optimize your marketing campaigns that are performing.
  • Consider doing a podcast, it builds trust with your audience and it builds relationships with your guests. 
  • Conversational marketing can increase credibility with site visitors and grow lead generation.
  • The best time to ask someone to do something, is right after they have done something.
  • Consider asking your buyers after they have made a purchase, what almost kept you from purchasing today?

 

Links: 

 

 Busted Myths:

  • You should always do the same thing in marketing, if it’s not broken, don’t fix it. - You can always be optimizing your marketing. If you keep doing the same thing you are going to get the same results. Testing allows you to see what you can do to get better conversion rates.

 

Shout Outs

  • 16:32 - Dr. Diane Hamilton
  • 46:59 - Michael Greenberg
Content Marketing World - Cathy McPhillips - Hard Corps Marketing Show #88

Content Marketing World - Cathy McPhillips - Hard Corps Marketing Show #88

July 18, 2019

Content is everywhere, so much that without strategy, it will be under utilized. How can marketers maximize their content marketing to get more buyer data, track ROI, and prioritize their efforts? What if there was an event that a marketer could go to, to get armed with practical strategy for maximizing content marketing? 

A Marketing Leader, Digital Strategist, and the VP of Marketing at the Content Marketing Institute, Cathy McPhillips, lights the path for marketers to find Content Marketing World, an event where marketers can grow and learn to better their content marketing. Check out this episode for all the details and a marketing executive’s strategic approach.

 

Takeaways:

  • Create content that is valuable to your prospects. Content should be helpful and educational, does it solve a question the prospect has along the buyer’s journey?
  • Build out your content marketing process, so it will provide you data on prospect engagements.
  • What content topics do you have for your blog that could be categorized under bigger themes? Use those bigger themes to dedicate your reporting to and see what topics are getting the most engagement.
  • Marketers can draw the conclusion of implied interest when a prospect interacts with multiple pieces of content on the same topic. Use this implied interest to engage with the prospect and build a personalized experience.
  • Use the data from prospect engagement with your content to create segments based on content interest. Then deliver targeted calls to action based on those interests. For example, people that want to know more information about content marketing, could receive an email with a link inviting them to attend Content Marketing World.
  • Content Marketing World is a conference in Cleveland, Ohio this year from September 3-6, that will have around 4,000 attendees. There are 14 different tracks that attendees can choose from to get the most out of their session choices based on their learning and growth goals.

 

Links:

 

 Busted Myths:

  • Content marketing IS marketing.-This is not the case. Content marketing is not general marketing. There are so many different pieces of marketing such as product marketing and advertising. Content marketing is just one piece of overall marketing. 
Holistic Marketing - Kelly Street - Hard Corps Marketing Show #87

Holistic Marketing - Kelly Street - Hard Corps Marketing Show #87

July 11, 2019

Marketing is saturated with buzz words and strategic approaches like agile, ABM, AI, conversational marketing, and digital transformation. It’s difficult not to jump to one of these items and hope that it will be the answer to your marketing prayers.

A Marketing Leader, Podcast Host, and the Marketing Director of AttorneySync, Kelly Street, empowers the audience to not look at just one piece of marketing to fix all their problems, but to use a holistic approach. Do you want more than what Google tells you on Holistic Marketing? Then check out this episode to get a practical approach to apply to your marketing strategy.

 

Takeaways:

  • Holistic Marketing takes into account the company’s brand, their ideal buyer, looks at the different marketing initiatives they could be doing to reach the ideal buyers, captures their engagement with reporting, and makes sure that the marketing aligns with the company’s deliverables.
  • A brand is more than a logo, it’s the company’s mission, values, goals, and what people think of that company.
  • To determine your Ideal Customer Profile, look at who is engaging with your website, your marketing materials, and who is actually buying from you. All three will start to form your ideal customer and show you if your messaging is not aligning with your ideal audience.
  • Your company’s mission needs to match the ideal buyers you are trying to attract. Consider, does this mission have an audience?
  • At large companies that want to boost internal morale where employees need to connect, consider doing an internal podcast. It spotlights different players at the company and allows your coworkers to learn more about each other.
  • Before doing a podcast, look to see if there have been other successful podcasts in your industry. Where are the gaps in content that you could deliver to your audience?
  • To plan a podcast, one needs to answer the following questions: who is the audience, why would someone listen to it, what is the content, cadence, and format, and how will production be executed? If these questions are not answered, do not start the podcast until they are.
  • “Not all your jobs in marketing will be great, but you will learn something from all of them. And a traditional path sucks, don’t worry about your windy road.”-Kelly Street

 

Links:

 

 Busted Myths:

  • Find the one marketing method that will save your company and do it.-This is not the case as there is no one thing to do that will save you. Marketers need to take a holistic approach and consider their ideal customer, their brand, use all different marketing mediums, and track their reporting to see what marketing efforts are receiving the most engagement from their ideal buyers.
  • Everyone should do a podcast.-Not quite. Someone should only do a podcast if they know they have an audience for it. They also need to create a plan and see if they have the time to dedicate to producing a podcast on a timely cadence that will keep listeners engaged. 

 

Books to Check Out:

  • Brand: It Ain’t the Logo by Ted Matthews
  • Superfans by Pat Flynn
  • The 10x Marketing Formula: Your Blueprint for Creating Competition‑Free Content by Garrett Moon
Dethroning the MQL - Justin Keller - Hard Corps Marketing Show #86

Dethroning the MQL - Justin Keller - Hard Corps Marketing Show #86

July 5, 2019

As a marketer, when do you feel like you are doing your job? Is it when you pass an MQL to sales, thinking that you have done your duty to nurture the buyer and it is now the sales team’s responsibility to close the deal and drive revenue?

A marketing leader, speaker, and the VP of Marketing at Sigstr, Justin Keller, delivers a call to action to the audience to shift their focus from the MQL, to pipeline and revenue. Are you thinking of betting all your chips on the MQL? Think again!

 

Takeaways:

  • A good way to think if your sales and marketing teams are aligned, is to ask the question, do they trust each other? 
  • Marketers can build the relationship with sales by sharing the responsibility for revenue and say, “I am just as concerned about hitting your numbers as you are.”
  • Rather than focusing on the MQL, marketers should focus on creating value for the sales team, not leads. Consider, how can the marketing team nurture buyers to contribute to the sales pipeline?
  • B2B marketers can learn from B2C brands in the way they create brands that can engage with humans. Focus on building a brand that can resonate with people.
  • When marketing a brand, consider what words people use to describe your brand. You can use a question like, if this company was a car, what would it be?
  • Brands need to match the product and the company culture to be authentic.
  • Prior to purchasing marketing technology, the company should consider if they have the skills, time, and resources, to maximize its use. Does it align with the mission of what needs to be achieved?
  • Involve yourself in difficult decisions. Do not brush them aside as they will not get easier. Face them head on because you will mature professionally on the other side.
  • Imposter Syndrome-When you don’t feel like you are worthy or that you have not earned what you received. You may really not be worthy, but someone thought you were, so rise to the challenge and do what you need, to prepare and advance in that position.

 

 Links:

 

 Busted Myths:

  • The MQL is king and it’s what marketers should be consistently using as a measurement of success.-This is NOT the case. Nowadays you can get leads from anywhere, but it does not mean they are qualified just because the prospect clicked on a link or downloaded a white paper. Instead, marketers should be concerned with measuring their contribution to pipeline and revenue.

 

Shout Outs:

  • 7:46 James Buckley “Saywhatsales”
Leading a Digital Transformation- Paige O’Neill- Hard Corps Marketing Show #85

Leading a Digital Transformation- Paige O’Neill- Hard Corps Marketing Show #85

June 26, 2019

Marketing is filled with buzzwords like AI, MQL, and Digital Transformation. Do you wish that you were able to get the no nonsense take on all of them from an experienced marketing executive?

A career B2B marketer who has worked with all kinds of companies from start-ups to enterprise and the Chief Marketing Officer of Sitecore, Paige O’Neill, wields Thor’s hammer like the pro she is and smashes multiple myths around the marketing fluff buzzwords. You don’t want to miss the marketing executive wisdom Paige delivers, for career growth and for life.

 

Takeaways:

  • Marketers still need to put in the hard work of data cleanliness and customer research rather than only relying on AI to solve all their problems.
  • Map out the customer journey and get to know your buyers. What are the customers asking during different parts of the buyer’s journey?
  • Content needs to be delivered at the right time. It needs to be connected to the buyer’s journey, otherwise a marketer is talking to themselves.
  • Digital transformation is all about being customer-focused and delivering the ideal customer experience.
  • Customers expect transactions to be seamless and continuous.
  • When thinking about marketing strategy, consider, what the company needs, and what does the company expect the marketing executive to do.
  • Get clear on exactly what is expected of the marketing executive in that role. Consider interviewing the company’s stakeholders and ask for the company’s priorities, differentiators, and what is expected of marketing leadership. 
  • There is always something you can align with someone on, therefore listen before speaking, and ask follow up questions.
  • “Be bolder...the only bad decision you can make is doing nothing.”-Paige O’Neill
  • “At a certain point, make a decision and then stop thinking about it and just do it.”-Paige O’Neill

 

Links:

 

 Busted Myths

  • AI is going to solve all our problems.-AI is not going to solve all the issues of marketing. The marketer still has to put in the hard work. Data still needs to be collected and kept clean. The marketer still has to talk to customers and build an Ideal Customer Profile and personas, so that the AI software is not automating processes on assumptions.
  • Marketing and sales alignment is a constant struggle and most teams are not aligned.-This is not the case with most companies. In order for most companies to be successful the teams have to be aligned. For the few companies that do not have their teams aligned, they are not putting the customer first.
  • Marketers should bet all their chips on the MQL’s they generate.-Nobody cares about the MQL. The real topic of conversation is what is the marketing source pipeline and how much revenue has actually come from those marketing qualified leads.
Stop Blogging, Start Podcasting - Michael Greenberg - Hard Corps Marketing Show #84

Stop Blogging, Start Podcasting - Michael Greenberg - Hard Corps Marketing Show #84

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!

 

Takeaways:

  • “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.

 

Links:

 

Busted Myths

  • 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.