Lead Gen Mastery - Kasim Aslam - Hard Corps Marketing Show #43

September 20, 2018

Become a lead gen tactical master by honing new skills with strategy tips that are sure to reach new prospects from serial entrepreneur, speaker, CEO and Founder of Solutions 8, Kasim Aslam.

This episode will teach you how to get the right content to your target prospects, the importance of making and learning from marketing mistakes and the myths that will be put to rest once and for all!

 

Takeaways

  • Marketing is failing forward. It’s about making mistakes, figuring out what works, and modifying that to move forward.
  • Don’t start off trying all aspects of marketing at once, start with what will yield the best results. Automation applied to an inefficient system just amplifies the inefficiency.
  • The power of search is the strongest indication of intent on the planet. Use it to find the most valuable key phrases. Don’t be surprised if they aren’t what you think.
  • Get to know the conversion path of your prospect. Use it to find intent and accurately place key phrases to provide a search solution.
  • Ask sales what works for your prospects. They get the best insight and can be a gold mine of information that you should never ignore.
  • Try using pre-qualifier content to attract good prospects and repel bad ones.
  • Don’t automate yourself out of relationship building; automate yourself into better and more effective relationship building.
  • Aim for simplicity. Speak in simple terms and phrases to your prospects.

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The Path To Personalize - Jennifer Schneider - Hard Corps Marketing Show #42

September 14, 2018

Harness the explosive energy of dynamic content to provide maximum impact to your marketing automation plan with exciting world traveler and solution architect, Jennifer Schneider.

Learn all about what to keep in mind when developing your dynamic content strategy, some of the tools you can use to increase your content’s impact and of course, the practices and myths to avoid at all costs.

 

Takeaways

  • Make sure your content is compelling. Don’t just focus on customizing the subject heading or the name. There is so much more to do than that.
  • Think about your own inbox. How many emails do you discard a day and why? Consider the emails that stand out in your inbox and model some tests after those.
  • Start small and focus. Start with one small segment and do some tests to check open rates and interaction. Once you have a little more information expand on that.
  • Don’t be afraid to try Lead Enrichment Tools. Give them a shot!
  • There are so many stages involved in using dynamic content so you need to step back and make a process first because you may not be ready to do it all immediately.
  • Remember this formula. Process + Admin = Adoption and Attribution.
  • Marketing automation takes a long time to get running. It’s not just a turn it on and let it run kind of thing. Take your time and plan it right.
  • Re-evaluate the kind of information your company is learning about folks. Think about how to frame and ask different types of questions to get the best overall interaction.

 

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Powerful Personalization - Matt Heinz - Hard Corps Marketing Show #41

September 7, 2018

It’s time to enhance your marketing personalization plan with tips on developing an attention-grabbing attribution strategy with the CEO and founder of Heinz Marketing, Matt Heinz.

In this episode we discuss how multi-touch attribution and the alignment of Sales and Marketing work together as a power team to personalize interaction with your customer and grab their attention while building a relationship of trust and respect.

 

Takeaways

  • Try splitting the funnel vertically between Sales & Marketing with opportunity stages and have a plan for what they are doing in each of those stages to help one another.
  • Tell your prospects what should be keeping them up at night. Educate by leading the conversation based on pain points specifically mapped to problems your product or service can solve.
  • Focus on the other person. The nature of what you’re saying, sharing and asking can make a big difference in whether someone is not only engaged with you but how much they see your product or service as valuable.
  • Use the Challenger’s Mantra: Teach, Tailor, Take control.
  • Before you get your prospects’ engagement you have to get their attention. Strive to make your content and message something your prospects will clamor for.
  • Beware the abuse of confusing access with attention and don’t confuse attention with engagement. Prospects may be looking but are they reciprocating?
  • It’s not about the channel but rather the audience and where they are in their journey.
  • Intent is more important than precision. Focusing only on generating leads over revenue will lead you to focus on some of the wrong things. A big part of driving revenue responsibility are not actions but culture change in the organization that aligns behind the right metrics.
  • A little alignment goes a long way. If you go from having no alignment between Sales & Marketing to doing it in even just a shitty way, you will improve revenue significantly. There are no excuses!

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Personalize With Passion - Meredith Crawford - Hard Corps Marketing Show #40

August 30, 2018

It’s time to get personal! In this episode we discuss how to use the capabilities of technology and your customer data points to add that personal touch to your marketing content with community champion, and owner of Solerno Media, Meredith Crawford. 

Learn about how personalization techniques are important to making your customer feel special, how to make intentional decisions when it comes to personalizing content that people would actually be interested in and how to avoid some of the many creepy factors that can sabotage your marketing efforts.

 

Takeaways

  • Your personalization possibilities are endless when based on the many data points you collect. Establishing a database can help you organize and store those data points.
  • To get your max impact, make efforts to go to a deeper level when trying to connect with your customers. It’s a better long-term strategy.
  • To do personalization well, think about your customer and become aware of the patterns they exhibit.
  • The best marketers make their personalization appear as coincidence. Be the best!
  • Avoid the creep factor! Don’t overtly say you’ve been watching customers’ behavior and don’t leave blank fields in email templates.  
  • Consistency is the key. Take time to get to know your customer and build out their journey. This has been shown to deliver best results.
  • Develop a welcome email or welcome series. They get the relationship off on the right start and set the tone and expectations for future email communications.
  • The biggest challenge is keeping emails fresh and innovative. Mix up the content (i.e. ebooks and graphics), topics and delivery format.
  • The best way to get emotional impact is to be true to your brand, be value driven, step out of the expected and be authentic.

 

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The Conversion Scientist - Brian Massey - Hard Corps Marketing Show #39

August 23, 2018

Put on your lab coat and prepare to become a conversion testing mastermind! Science and Marketing collide hard in this episode featuring the founder of Conversion Sciences and well known Conversion Optimization Evangelist, Brian Massey.

It’s time go full throttle into testing as we determine its purpose and intent, discuss how to establish proper testing techniques and focus in on some of the areas where testing is the most important for you and your clients.

 

Takeaways

  • Testing is the way you collect data and it’s easy to spend time testing the wrong things. Make sure it’s working for you and giving you the right information.
  • When developing landing pages you’ve got to let the visitor know you are asking them to do something. This is one great place to start testing.
  • Everyone can come into testing with a bias. It’s important to try to eliminate that bias to get more accurate testing results. Bias can change the interpretation of really clear data. Avoid it!
  • Data is reducing the cost to finding the right answers. It’s necessary and keeps you from wasting money on things that don’t work well.
  • Don’t forget five key elements to test: value proposition, layout, credibility and authority, social proofs, trust.
  • Not sure where to begin looking for results? The first place to look is where the data is.
  • Everyone’s a scientist. We all do testing every day. It’s in our DNA.

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Measuring for Big Wins - Jim Lenskold - Hard Corps Marketing Show #38

August 16, 2018

Looking to make a big impact in your marketing strategy? It’s time for setting up some big wins with testing tips from the President of Lenskold Group and author of Marketing ROI, Jim Lenskold.

In this episode, we debunk some common testing myths and discuss the proper strategy for experimental design that can return important and valuable results. 

Takeaways

  • One thing testing should reveal is how people are interpreting and getting your message.
  • To test using experimental design, set up 2 different situations with only one difference between the two of them. That difference will be what you measure.
  • Marketing is like cooking. You put so many things in the mix but you don’t know what makes it great. Use testing to find that secret recipe.
  • Be mindful of the testing limitations like the sample size and how well you can isolate the control groups.
  • Set up your test with one control group and multiple test groups.
  • The best way to establish your testing plan is to determine what you need to know and where your problem areas are.
  • As long as you put in effort, you can’t really lose. Every test you do, regardless of the difference shown, can always leave you more knowledgeable than before.

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Conversion Testing Jedi Master - Daniel Burstein - Hard Corps Marketing Show #37

August 9, 2018

The formula is strong in this episode! We discuss A/B Testing best practices and methods with Senior Director of content and marketing at MECLABS Institute, Daniel Burstein.

In this episode you will learn all about the purpose of conversion testing, why it is important to boost your conversion rate and the many factors that will impact your testing methods, both positively and negatively, to get you the results you want.

 

Takeaways

  • Testing may sound boring, but it’s all about breaking down the false obstacle we have between us and our customers - because we are not our customers.
  • Remember that sometimes we are an entirely different demographic than our audience.
  • The testing mindset is that we don’t know everything. We’re forming hypotheses, we’re trying to be open and trying to learn.
  • Make sure you are considering different day-to-day technology. We have to realize we aren’t experiencing the marketing, website and social that our customers do.
  • Test for different web browsers. Each one is unique and they all might behave differently.
  • Remember, each and every one of us has a different view of our companies or our clients’ companies than our customers do.
  • Start your conversion testing by determining who your ideal customer is.
  • The most powerful thing that affects conversions is the customers’ motivations.
  • Know your value proposition. You cannot change the customer’s motivation, but you can change your value proposition.
  • Incentive (the bacon of marketing tactics) is the element that is most used and abused by marketers. It’s not a solid long-term tactic.
  • Don’t forget the negative elements to conversion testing: friction and anxiety.

 

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Sales and Marketing Walked into a Bar… - JP Rinylo - Hard Corps Marketing Show #36

August 2, 2018

Tune into yet another entertaining and insightful episode where we talk with the Director of Sales at Inverta, LLP, JP Rinylo, about the infamous dynamic duo, sales and marketing. 

Learn the importance of using context when talking with clients, tips on the fundamental principles of sales strategy and how you can gain real-world sales understanding in non-traditional ways, like let’s say, a bar for instance.

 

Takeaways

  • Sales is all about context not content. In order to get responses you need to add context.
  • Before you even start a sales pitch ask yourself “What is the actual intention of what you are trying to accomplish here.”
  • Putting yourself in a position to learn first and listen first is paramount in sales. Look to make it relatable and provide suggested solutions based on what you know works.
  • Attention Marketers, don’t forget how important it is to learn about sales and be closer to sales. You two need to work together.
  • As people, we want to talk to other people who we can have fun and informative conversations with. Make an effort to be exciting and engaging.
  • To develop a successful strategy, put a sort of storyline, some context and confidence into what you want to say and how you want to say it. Then map it out to who you want to say it to.
  • You don’t have to go through traditional steps to get where you want to be. It’s okay to follow a different path.
  • Be real with people and have real conversations - you will go far.

 

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Master the Google Game - Jason McDonald - Hard Corps Marketing Show #35

July 26, 2018

Whatever you do, don’t miss this amazing, energy-packed and highly enlightening episode about personalization and social media strategy with author, trainer and all around SEO expert Jason McDonald.

Tune in to learn the best ways to use Facebook and Google for your marketing, what the true differences are between those two powerful platforms and what those differences mean for your business’ marketing and sales strategy.

 

Takeaways

  • Remember that you are selling something to a person, not a machine. Technology and metrics are important but they won’t substitute for good content and personal relationship.
  • Facebook and Google are very different. Google is a search path. Facebook is a share path.
  • When designing your website or landing page for SEO don’t bury your lead. Make it obvious and simple to follow.
  • Testing is very important. Test your site and paths to see what works and what doesn’t and be prepared for surprises.
  • Facebook Pixel used in combination with advertising is very powerful. Make sure you use it wisely.
  • Try to sell products and services to people who actually want to buy them. Don’t force your stuff down people’s throats who don’t want it.
  • Content is still key. You need great content that is good quality and compelling. Lead gen will not work without good quality content.
  • The better mousetrap doesn’t always win. The good enough mousetrap with really good marketing wins.

 

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Global Sales Fundamentals - Tal Paperin - Hard Corps Marketing Show #34

July 19, 2018

It’s time to ramp up your sales strategy and take it to new heights with important insider advice on doing sales the 21st century way. We are talking global sales and marketing with the VP of Business Development at KSW Solutions, directly from Israel, Tal Paperin.  

In this episode we discuss what you need to know about your business before you establish your sales strategy, the importance of knowing your prospect, including their cultural nuances and how marketing and sales teams need to work together to properly execute a strategy and get results.

 

Takeaways

  • Make sure you have a strategic plan from day one. You need to determine your plan, the how, and most importantly, the why.
  • Don’t break trust! You can lose your reputation as a company and it can cost you your business. Trust is hard to earn, yet easy to lose.
  • Make sure you do research into your audience and their cultural nuances in order to properly target them. It’s important to adapt to the customer.
  • Sales is a process that involves different departments.
  • Make sure you know what lead generation is and the difference between a lead and a prospect.
  • Use this ratio in your sales strategy. Aim for 80% value and 20% exposure of some sort. The most important thing you can offer prospects is value. Focus on delivering that value.
  • Marketing can push any item but it’s on Sales to close the deal.
  • Think about the long-term plan. Your company will suffer if your product fails because you were too focused on getting paid and not focused enough on long-term planning.
  • If you want something, go get it! Having a proper plan, with proper follow-up and proper execution will inevitably get you the results you are looking for.

 

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