The High Priestess of Funnels - Michelle Evans - Hard Corps Marketing Show #47

October 18, 2018

Now is your chance to explore the marvels of marketing funnels with Business Coach and Marketing Funnel Strategist, Michelle Evans.

In this episode we delve deep down into the inner workings of funnels and discuss how to successfully use them to gather new prospects, guide those prospects along a journey and eventually close that final deal.

 

Takeaways

  • Funnels are like Legos. Start with something simple and build as you go.
  • Don’t fall so in love with your tech that you lose sight of the humans that are actually purchasing your item.
  • If you don’t understand the conversation in your buyer’s head you’re not going to be able to engage them in the right place. Start with what their pain point is.
  • Some of your best insights can come from surveys. Use them.
  • A funnel is a way for you to engage your audience in the conversation you want to have with them. It helps you build their trust, show them why they need your company, what their pain is and why now is their time to act.
  • There are different stages of funnels:
    • Phase 1: the warm-up
    • Phase 2: invite them in
    • Phase 3: set the stage
    • Phase 4: offer a clear next step
  • People care most about whether you are going to solve their problem, if your product is a good investment and if they will look like a hero or zero for buying from you.
  • Use the PASOP acronym (Pain, Aggravate, Solve, Pain) to help bring prospects through the marketing funnel.

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Personalization Fueled by CDPs - Tom Quinn - Hard Corps Marketing Show #46

October 11, 2018

Don’t miss this educational episode about data integration, analytics and activation with Tom Quinn, Principal and Founder of Refined Path.

In this episode we discuss integrating and activating data to customize your buyer’s journey through the use of customer data platforms (CDPs) to pack a more powerful personalization punch.

 

Takeaways:

  • The better you are able to integrate data and the better your teams work together, the better and more customer-centric the experience will be.
  • At the end of the day, your customers want a great experience. Make it your best effort to give it to them.
  • Be mindful of what type of customer your buyer is, where they are in their buyer journey, and how you will engage them in the most meaningful way.
  • Integrating data is challenging. Make sure you have the right system in place. Consider using  a data management platform (DMP) and/or customer data platform (CDP).  
  • Immerse yourself into the data to learn about your customer. Then find ways to integrate and activate that data.

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The Magic of Marketing Data - Grayson Daniels - Hard Corps Marketing Show #45

October 4, 2018

You’ll start to feel like a marketing wizard when you use these data personalization power tips from Certified Pardot Consultant, and Director of Professional Services at Cheshire Impact, Grayson Daniels.

In this episode we talk about the power that accurate data brings to your personalization strategy and what you can do to clean up messy data you might already have. No spells necessary, just a little hardcore magic for your marketing.

 

Takeaways:

  • Email delivery is very important. Dirty lists can cause delivery problems, give you a bad email reputation and impact the success of your campaign.
  • Work for progress not perfection. What’s most important is that you take steps to constantly improve over time.
  • Don’t try to go leaps and bounds with data. Keep it simple and you’ll miss less.
  • You need accurate data. If your data isn’t accurate, your reports won’t be and consequently, neither will your future plans.
  • When cleaning up your data, start with the email addresses. It’s the easiest to do and there are email tools you can use to cleanse that list.
  • Go for the small wins like cleaning up the fields, especially the country/state fields. It’s tedious but helpful and will make a difference.
  • When gathering data, use the least amount of text fields possible. Human error can lead to typos and spelling errors which can contaminate your data.
  • Use picklists or dropdowns to limit the amount of choices and make it easier for people to give you their information.

 

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Video Powered Human Connection - Tyler Lessard - Hard Corps Marketing Show #44

September 27, 2018

Power up your marketing strategy and bring your buyers the best in personalized video messages with insight from chalk talker, video guru and VP of Marketing at Vidyard, Tyler Lessard.

You’ll learn why it’s essential to add human elements into every stage of your personalization strategy, and how the power of relevant, informative marketing videos will boost engagement and improve your buyer’s journey.

 

Takeaways

  • The magic of personalizing is in blending science and art. If you provide the right information, at the right time, to the right individual you can produce the right experience.
  • Craft your message in a human way with human language. Be authentic and practice communicating using a personal tone and word choice.
  • Know your audience, try to put a smile on their face to create an emotional bond.
  • Visual information is processed in long-term memory and a lot faster than text. Use it to make strong connections with your audience.
  • Work on using visual cues to grab attention and speak to your audience.
  • Use marketing automation to collect stats on your content and perfect your personalization.
  • When tracking, make sure to distinguish engagement over activity. You will quickly identify those who are consuming and it will build more efficiency with the sales team.
  • Personalization done right makes the journey so much better for your client.
  • Come up with some great content and don’t be afraid to hit the record button.

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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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