The Hard Corps Marketing Show: Recent Episodes

Casey Cheshire

Fun and mind blowing conversations with the smartest, most badass marketers out there. Combine 20 years of Marketing experience with a United States Marine Corps Veteran and you get this show.

Today’s guest is a serial entrepreneur, an author, a speaker, and so much more! He is the previous founder of Wizard of Moz and the creator and host of the weekly 5-Minute Whiteboard videos! Introducing Rand Fishkin, the Co-founder & CEO at SparkToro. Rand joins Casey today to discuss the sources of marketing opportunities, the pervasive impact of Google, and his insights on mastering the art of company metric tracking.

Connect with Rand:

LinkedIn: https://www.linkedin.com/in/randfishkin/
Twitter: https://twitter.com/randfish?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
Company website: http://sparktoro.com
Book Link: https://www.amazon.com/Lost-Founder-Painfully-Honest-Startup/dp/0735213321

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/0f4497c6-b402-4cad-9018-1e41b7e8f2bb/the-hard-corps-marketing-show
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL3RoZS1oYXJkLWNvcnBzLW1hcmtldGluZy1zaG93
YouTube: https://youtu.be/2kyxA3Xw1CM

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Lost and Founder: A Painfully Honest Field Guide to the Startup World

Today’s guest is a marketing leader, adventurer, and trailblazer! Having over a decade of B2B and SaaS Technology experience, she has been recognized as a “2022 Leader to Watch.” Introducing Crystal Allen, Vice President of Global Marketing at CSG and an esteemed member of the American Marketing Association! Crystal joins Casey today to talk about 10 strategies she uses to form a perfect business-to-human connection in B2B marketing.

Connect with Crystal!

LinkedIn: https://www.linkedin.com/in/crystalallen1/
Company website: https://www.csgi.com/

Shoutouts:

Daniel Armstrong, Suzanne (Suz) Pelizzari, Madison Southerlin, and Alyssa Schnick - Growth Marketing Leadership Team

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/0f4497c6-b402-4cad-9018-1e41b7e8f2bb/the-hard-corps-marketing-show
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL3RoZS1oYXJkLWNvcnBzLW1hcmtldGluZy1zaG93
YouTube: https://youtu.be/sX714owUlEk

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today’s guest is a creativity pioneer, a global brand leader, and a highly accomplished artist! He has also crafted immersive brand experiences throughout his remarkable time in advertising. Introducing Jordan Liebman, Vice President of Global Demand Generation & Brand Marketing at Blue Jeans by Verizon! Jordan joins Casey this week to discuss the art of cultivating your brand and fostering meaningful connections with the perfect clientele, all while masterfully navigating the realms of advertising and sales.

Connect with Jordan:

LinkedIn: https://www.linkedin.com/in/jordanliebman/
Personal website: https://www.jordanliebman.com/
Company website: https://www.bluejeans.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/0f4497c6-b402-4cad-9018-1e41b7e8f2bb/the-hard-corps-marketing-show
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL3RoZS1oYXJkLWNvcnBzLW1hcmtldGluZy1zaG93
YouTube: https://youtu.be/SEyNMEJnhJw

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today’s guest is a Marketing Technologist with almost two decades of B2B marketing experience in SaaS! Welcome Tony Yang, the Head of Growth at Mucker Capital and co-founder and CEO at RevOptica! Tony was also heralded as a "Top 40 ABM Superhero" by Terminus! Tony joins Casey today to discuss the intricacies of a buyer process and how to gain a profound understanding of your market!

Connect with Tony!

LinkedIn: https://www.linkedin.com/in/tones810/
Website:
- https://www.mucker.com/
- https://www.revoptica.com/
Twitter: https://twitter.com/tones810?lang=en

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/0f4497c6-b402-4cad-9018-1e41b7e8f2bb/the-hard-corps-marketing-show
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL3RoZS1oYXJkLWNvcnBzLW1hcmtldGluZy1zaG93
YouTube: https://youtu.be/l6-kH4RVcEg

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today’s guest is a global and marketing thought leader. A true visionary in the marketing landscape! Introducing Bob Stark, the Global Head of Market Strategy at Kyriba! Bob joins Casey today to discuss the significance of customer engagement and building lasting relationships. Prepare to gain valuable insights as Bob sheds light on the common misconceptions surrounding marketing and how it's often misunderstood. It’s an episode you don’t want to miss!

Connect with Bob:

LinkedIn: https://www.linkedin.com/in/bob-stark-b614883/
Website: https://info.kyriba.com/request-a-demo-na-sem?gclid=CjwKCAjwtuOlBhBREiwA7agf1mHFksWSl0ffQxDbqGjrIIyxfhiqyIdInZnaQwsjLGvBHhJxKDRmHxoCoJAQAvD_BwE
Twitter: https://twitter.com/treasurybob

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/0f4497c6-b402-4cad-9018-1e41b7e8f2bb/the-hard-corps-marketing-show
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL3RoZS1oYXJkLWNvcnBzLW1hcmtldGluZy1zaG93
YouTube: https://youtu.be/BH78tLguIMc

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today’s guest has over a decade of marketing experience! She is not just your average marketer – she is a true visionary, mentor, advisor, and influential leader in the dynamic SaaS industry! Introducing Sarah Emmott, the Head of Brand for Work Management at Atlassian. Sarah joins Casey today to discuss the extinction of traditional ads, the fading trust in big corporations, and the ever-evolving media consumption landscape. Learn with Casey on how to optimize your brand presence and stay relevant in a world where AI is advancing by the minute!

Connect with Sarah!

LinkedIn: https://www.linkedin.com/in/shickman1/
Company: https://www.atlassian.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/0f4497c6-b402-4cad-9018-1e41b7e8f2bb/the-hard-corps-marketing-show
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL3RoZS1oYXJkLWNvcnBzLW1hcmtldGluZy1zaG93
YouTube: https://youtu.be/3iyqY6vrggQ

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today’s guest is a serial entrepreneur, a marketing leader, and an advisor! Helping earn SaaS companies high authority backlinks on the most coveted websites, meet Jeremy Moser, Co-founder and CEO of uSERP. Jeremy joins Casey today to discuss all things SEO! Learn with Casey how to maximize your time investment in SEO, craft strategic tactics for the best web traffic, and build long-term relationships with the right clientele!

Connect with Jeremy!

LinkedIn: https://www.linkedin.com/in/jeremyamoser/
Twitter: https://twitter.com/jmoserr?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
Company website: https://userp.io/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/0f4497c6-b402-4cad-9018-1e41b7e8f2bb/the-hard-corps-marketing-show
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL3RoZS1oYXJkLWNvcnBzLW1hcmtldGluZy1zaG93
YouTube: https://youtu.be/68un6stxD_w

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today’s guest is an incredible Marketing Doula with a specialty in the B2B world! With over two decades of experience in technology and non-profits, we have the pleasure of introducing Sarah Allen-Short, the Vice President of Marketing at GTM Partners! Sarah joins us today to discuss the importance of when to lean in and out of the strong marketing current, identifying your valuable rocks that propel success, and her own personal best practices that have skyrocketed her career. It’s a conversation you don’t want to miss!

Connect with Sarah:

LinkedIn: https://www.linkedin.com/in/sarahallenshort/
Website: https://gtmpartners.com/
Twitter: https://twitter.com/marketingdoula?lang=en

Shoutouts:

peak.community

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/0f4497c6-b402-4cad-9018-1e41b7e8f2bb/the-hard-corps-marketing-show
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL3RoZS1oYXJkLWNvcnBzLW1hcmtldGluZy1zaG93
YouTube: https://youtu.be/3yq2Yf-LkFk

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today’s esteemed guest is a leader, a GTM Ambassador, and an Advisor to the stars! He is a Top 20 Revenue Marketer and hosts The Marketing Ladder, a Top 50 Marketing Podcast. Introducing Mason Cosby, Director of Demand Generation at Sales Assembly! Mason joins us today to discuss his company’s framework for developing customer engagement, how to discover the right marketing niche for your skillset, and the importance of nurturing your personal network.

Busted Myths:

Marketing and Sales aren’t aligned and marketing is to blame. All the sales team needs are meetings booked but the marketing team is focused on celebrating meaningless wins because they can’t generate those new meetings. Traditionally, the sales team takes a more personalized approach to closing deals and generating revenue, while marketing takes on a broader approach to building relationships and creating awareness. By combining their strengths, they can deliver a seamless and exceptional buying experience to enhance customer satisfaction.

Takeaways:

One way to align marketing and sales is to connect content engagement with generating pipeline. When marketing sees that a piece of content is generating engagement with the right audience, they should alert sales so they can go start having conversations around that content.
Develop content calendars for your executive teams and provide them with content that drives quality engagement with their existing audience and ideal customers. These posts can highlight the company and product in front of the target decision-makers.
A goal for Sales Assembly is to see a future with a Google Drive hierarchy and efficient automation (zaps) to automate content distribution across profiles and platforms. Implementing this automated infrastructure requires dedication which includes manually entering data into a spreadsheet and calendar to track content assets. This approach acts as a starting point before scaling and automating the process.
It is crucial to understand what channels drive demand creation and demand capture within a target audience. This ensures optimal prioritization of resources for each channel, such as podcasts, social, or email, based on their performance.
Marketing involves more than just employing tactics to sell products, so it’s important to understand the range of options that complement your individual interests and strengths such as sales, brand building, and customer focus.
Career advancement in marketing requires you to specialize while also developing secondary skills continually over time. Becoming an expert in all functional aspects of marketing takes years of devotion and intentional focus.
A personal network is an important part of a marketer’s skillset that stays with you throughout your career. Cultivating a community that accompanies you throughout your professional journey ensures ongoing support and maintains a loyal audience.

Quote of the Show:

“To continue to grow long term, you have to get different experiences. You have to view your foundational skillset as the thing that propels you forward and gives you credibility in the room. ” - Mason Cosby

Links:

Twitter: https://twitter.com/cosby_mason
LinkedIn: https://www.linkedin.com/in/masoncosby/
Website: http://www.salesassembly.com/tour
Podcast: https://podcasts.apple.com/us/podcast/the-marketing-ladder/id1596462333

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/0f4497c6-b402-4cad-9018-1e41b7e8f2bb/the-hard-corps-marketing-show
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL3RoZS1oYXJkLWNvcnBzLW1hcmtldGluZy1zaG93
YouTube: https://youtu.be/35YESH0FTPk

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today’s guest is a seasoned marketer and thought leader. Some have even called her a one-in-a-million marketer. Juggling multiple hats as a content and growth strategist, she embodies dedication and grace as she navigates the ever-changing world of marketing. Introducing Bridget Poetker, Director of Growth at Loop & Tie! Bridget discusses the dangers of building overly complex MarTech stacks, how to break your marketing down to the five basic channels for success, and the essence of building a solid marketing foundation.

Busted Myths:

Marketing is a hard and complicated field that presents challenges that not everyone is suited for. In reality, marketing is a multi-layered process that involves patience and understanding. Being a successful marketer does require an ability to navigate the complexity, so mastering that will lead to better outcomes.

Takeaways:

Marketing software has expanded its capabilities, offering a multitude of options that can appear complex and daunting. However, it's important to keep in mind the five key channels that lead to success: search engine optimization (SEO), paid search, content marketing, social media, and email marketing.
The technical skills and tools used in marketing are constantly changing. Investing time into mastering one specific tool may not be practical, so learning to adapt and keep consistency with the changing tools and strategies is important.
Focus on the quality of each level of your marketing strategies, similar to the layers of a cake. The goal is to create a delicious cake, regardless of the number of people it serves. By prioritizing a strong foundation, success can be built consistently.
There are always going to be new ideas and people telling you that you're missing out on something. However, in marketing, if everyone is doing the same thing, it becomes noisy and ineffective. It's necessary to find new channels to stand out.
Measure growth from an honest starting point. Being realistic about where you currently sit and finding a way to make the numbers go up is what really matters. Spending time comparing numbers with other companies will not benefit your company in the long run.
Prioritize user experience when building a website. Design user paths on every page to accommodate the diverse ways people navigate the website, even if they’re uncertain about their specific needs and behaviors.
Unlike other gifting platforms, Loop & Tie doesn’t require contracts or specific contract values which gives them an advantage. While people are actively searching for gifting software, it has allowed the company to achieve impressive results even on a smaller scale.

Quote of the Show:

"I'm here to empower and help people do marketing, not take all the work for myself." - Bridget Poetker

Shoutouts:

Annie - Bridget's twin sister who is a baker
MK Getler-Porizkova - CMO of Loop & Tie
Innovatemap

Links:

LinkedIn: https://www.linkedin.com/in/bridgetpoetker/
Twitter: https://twitter.com/bridgetpoetkurr?lang=en
Website: https://www.loopandtie.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/0f4497c6-b402-4cad-9018-1e41b7e8f2bb/the-hard-corps-marketing-show
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL3RoZS1oYXJkLWNvcnBzLW1hcmtldGluZy1zaG93
YouTube: https://youtu.be/jxY07UQP7e8

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Today’s guest is a seasoned professional in the world of brand strategy and marketing. His passion for design and sales development has helped fueled growth for multiple organizations. Introducing Morgan Smith, the Managing Director at Alignd and Co-Host of the B2B Power Hour Podcast. Morgan comes to us today to share his wisdom on the fascinating world of attention-driven selling, the digital sales landscape, and the remarkable power of a strong sales team culture.

Busted Myths:

You do not need a well-developed personal brand and lots of followers to succeed on LinkedIn. Not only is this flawed from a strategic perspective, but it’s also a terrible way to scale your marketing because you are limited by the number of influencers with enough followers.

Takeaways:

There will only ever be so many evangelists which causes a limiting problem. The social media law of gravity is something we can’t get around because as people get more popular, so do others. The digital shift has created this limiting successor factor.
With the shift from physical to digital, many B2B marketers feel pressured to build the pre-sales relationship by developing someone as a credible voice on social media. However, this is reliant on one person that could leave and the mercy of the ever-changing social media platform algorithms.
Brand marketing’s purpose is to build permission with the audience and to have them say yes, but very few comply. This strategy takes discipline to execute because the marketer has to be relevant and timely. Creating the vision and sticking to it is what will tie everything together in the end.
LinkedIn is a networking platform that draws the opportunity to collaborate and make business connections. With this, credibility gets confused for attention. Going viral or using trendy hooks may earn attention, but it doesn't necessarily lead to credibility.
Credibility, when done correctly, is about earning permission. This is done by showing up in their comments, engaging with content, and building a relationship. Trustworthy individuals who consistently demonstrate good intentions are more likely to capture your attention and prompt a response.
It is often more complicated than not engaging with peers on platforms. We try too hard to form an immediate connection we end up losing, when we could be forming a gradual connection of networks overtime. There is a pressure to do everything all at once which crashes the system.
Morgan emphasizes the point of striving for the show, not tell environment. During a sales meeting, it should be focused on data, evidence, and results. Reviewing this information collectively promotes team performance, a culture of transparency, and success.

Quote of the Show:

“You have to be relevant. You have to be timely. You have to have a creative vision for what the show is and stick to it.” - Morgan Smith

Shout Outs:

Seth Godin - Renowned marketer and author
Permission Marketing by Seth Godin
FranklinCovey - Leadership coaching

Links:

LinkedIn: https://www.linkedin.com/in/morganjsmith/
B2B Power Hour: https://podcast.b2bpowerhour.com/
Alignd website: https://getalignd.co/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/Y3Wt7T5msRs

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Today’s guest is a seasoned marketing leader with a product marketing and sales background. Introducing David Karel, the Chief Marketing Officer at CrunchTime! David has decades of experience creating new market categories and world-class teams. Prepare to be inspired as he dives into the importance of team culture, supporting the sales organization, and the role of business partnerships!

Busted Myths:

In B2B go-to-market, either sales or marketing has to get recognition. Because of the complexity of the B2B buying process, it’s impossible to attribute credit to either sales or marketing. It is a team effort.

Takeaways:

Since there are many touchpoints to lengthy sales, B2B marketing has to be a team effort. It is impractical to attribute success to just one individual. Organizations must strive to function cohesively, breaking down any barriers in order to foster a positive environment.
Sales and marketing are two teams that are measured differently. They have different perspectives and don’t often understand each other’s processes. By fostering relationships between teams, they can better support each other and future clients.
Another crucial aspect of team culture is valuing shared credit. Neglecting the importance of collaboration doesn’t benefit anyone; no one can do it alone. Strive to set an example for the team to cultivate honest partnerships.
In the history of marketing, a marketing team member has never directly scheduled a meeting, created an opportunity, or closed a deal. Marketing’s role is to make it as easy as possible for salespeople to achieve those outcomes by sharing the same philosophy.
Make an effort to stay connected with clients. It's easy to get caught up in the day-to-day operations, but it’s important to prioritize your existing commitments to clients.
It is vital to teach consistency in deals. While most marketers rely on web leads for high-quality prospects, remember that the sales team plays a crucial role in successfully engaging the prospect and puts the final touches on many cases.
Co-mingling and learning between teams are encouraged for the success of the business. Close collaboration in meetings allows for a better understanding of each team’s expertise and allows for the chance to provide prompt feedback.

Quote of the Show:

“B2B marketing has to be and is a team sport.” - David Karel

Shout-Outs:

Nikki Perry - CRO at CrunchTime

Links:

LinkedIn: https://www.linkedin.com/in/davidkarel/
Twitter: https://twitter.com/dhkarel
Company website: https://www.crunchtime.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/U0U18YFqL0E

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Today’s guest is a serial entrepreneur, SaaS growth strategist, thought leader & marketer. His work has been featured in Forbes, The Daily Stoic, GrowthLabs, ahrefs, and more. Brendan Hufford is the Founder of Growth Sprints, and he joins Casey Cheshire to discuss how SEO can help grow your team and company.

Busted Myths:

SEO and content can be done in a silo.

Takeaways

The best marketers have a lot of pattern recognition, but the problem now is that the patterns they can usually identify aren’t around anymore, for better or worse.
SEO doesn’t happen by accident when you are writing a blog. You can’t rely on a blog to magically introduce SEO and solve all your issues.
Most businesses need both demand generation and demand capture. The best way to start is by capturing existing demand and turning the demand into customers.
If your company is going to have any sort of value, it can’t be solving a problem that nobody knows exists. You want to solve problems that are currently an issue for other people.
When IP starts to resonate on sales calls, it then starts to resonate on customer success calls too. After that acquisition goes up, sales close a deal, revenue goes up, retention goes up, and activation goes up.
When it comes to starting an IP discovery, there are two key pieces to think of; how do you figure it out and then what do you do with that information?
Figuring out your IP comes from asking questions of your best customers or people in your ideal market, asking them what they are trying to solve or what they wish they knew before starting their company.
A great way to get to the core of an issue for a client or potential customer is by mirroring them. If they mention a key phrase, say it back to them as a question and it will prompt them to provide a deeper answer.

Quote of the Show:

“ As marketers, we're only as good as our pattern recognition” - Brendan Hufford

Shout Outs:

9:38 Jay Acunzo
25:25 Benyamin Elias

Book Recommendations:

Never Split the Difference by Chris Voss

Links:

LinkedIn: https://www.linkedin.com/in/brendanhufford/
YouTube Channel: https://www.youtube.com/user/lpflyer88
SEO For The Rest Of Us website: https://seofortherestofus.org/
Growth Sprints website: https://growthsprints.co/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/JkS7xFZpL6E

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Marketers need to measure which channels actually drive revenue efficiently, but most attribution models are short-sighted at best. However, adding one little field to your forms can a big difference and we have a marketing leader from the world of SaaS to show us how it’s done. Trinity Nguyen is the Vice President of Marketing at UserGems and an industry thought leader. Trinity dives into the issues with attribution that B2B marketers face, why self-reported data is the most accurate source of attribution insights, and how to design personas that help your entire team.

Busted Myths:

Attribution doesn’t work! Only in extreme cases will a single touchpoint result in a deal, regardless of whether it’s the first or last touchpoint. Multi-touch attribution is more accurate but still falls short of painting the bigger picture.

Takeaways:

Even with the best available multi-touch attribution models set up with all of the best martech tools, marketers still won’t have accurate reporting for channels such as word-of-mouth and dark social.
B2B sales cycles have grown by 24% and the buying group has increased from 7 to 12, meaning that channel attribution is only getting more complex. The challenge for marketers is now to track the journey of the entire buying group within a company.
The most accurate source for determining attribution is self-reported attribution. Try adding an optional text field to your forms and ask leads where they heard about your company. You’ll be surprised by the quality of the responses, especially from marketers.
Effective attribution doesn’t have to be fancy. Consider manually reviewing all of the “closed won” deals from last quarter and examining all of the touchpoints from any contacts associated with that deal. While not perfect, this can reveal great insights.
Shortening your forms doesn’t mean that you need to miss out on the data from those excess fields. For example, there are many tools that can identify a lead’s title and seniority based on their email address, meaning you don’t have to ask them for those.
To create useful personas, you don’t have to limit them by seniority or title. Use broader strokes to paint your personas. For example, one for marketers and one for salespeople.
Although you treasure your data, with how often people change companies now, the accuracy of your data is constantly eroding. This means that when internal champions of your product switch companies, your email contact with them is cut off.

Quote of the Show:

“Life is not a ladder, it’s flat and it's just full of people running their own path” - Trinity Nguyen

Shout Outs:

Udi Ledergor
Gong

Connect with Trinity:

LinkedIn: https://www.linkedin.com/in/trinitynguyen/
Twitter: https://twitter.com/trinity_nguyen
UserGems website: https://www.usergems.com/contact
UserGems LinkedIn: https://www.linkedin.com/company/usergems/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/HBMzkIGigwA

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Today’s guest is an Entrepreneur and marketing thought leader. He has a passion for marketing automation but also likes to add some personalization to it. Please welcome to the show, Milton Antony! Milton is the Co-Founder and Chief Strategist at SalesLabX, and he joins the host Casey Cheshire to discuss marketing automation with a touch of personalization.

Busted Myths:

Open rates and click rates are a big deal.

Takeaways:

Having high open rates or click rates is nice, but too many people make it out to be a bigger deal than it really is. Data and Intuition both play a key role in telling you what is going on.
Oftentimes our judgment gets clouded by just looking at the data, but as marketers it’s important to make people feel like they are being heard and understood.
At the end of the day, the visibility of metrics are important to really judge the efficacy in any system. Your open rate might be good but it doesn’t matter if the conversation rate is terrible.
You can gain a strategic advantage if you curate those who are underrepresented. If you can do that, that will help you grow your business exponentially.
If you need it, take it. When it comes to helping others and being a giving person, as a leader you should offer your help if someone needs it without looking for something in return.
You don’t need to obsess about the lead to opportunity conversion rate, instead take some time to zoom out and understand where that customer is at in their journey. It’s not a data game, it’s a people game.
If you want to impact your downstream, consider these four tips; Isolate variables when making changes, practical discipline by pulling on lever at a time, sure to give the data enough time to reflect the changes you made, and have measurable full cycle impact.

Quote of the Show:

“It's not a data game, it's a people game.” - Milton Antony

Shout Outs:

1:01:38 JPay

Links:

Twitter: https://twitter.com/milton_antony?lang=en
LinkedIn: https://www.linkedin.com/in/milton-antony/
Website: https://saleslabx.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/DEiGz553XQU

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Don’t start executing on marketing channels until your company is aligned on its go-to-market strategy! Garrett Jestice is the Owner and Chief Marketing Officer of Prelude Marketing, the Founder of Startup Marketers, and a Fractional CMO. Garrett outlines the five pieces of foundation alignment, why companies don’t succeed when trying to use every go-to-market motion, and how to build experiments to test channels and initiatives when the time is right.

Busted Myths:

Before you start executing in a marketing channel for a B2B startup, you need to have foundational alignment. Without aligning your company’s go-to-market strategy, each part of the team will end up pursuing disparate tactics leading to ineffective funnels and eventually failure.

Takeaways:

There are five pieces of foundational alignment that bring together a company’s whole go-to-market team. These five pieces are 1) Your Go-To-Market Strategy, 2) Your Customer, 3) Your Positioning, 4) Your Brand, and 5) Your Story.
Your company needs to decide on which go-to-market motions to include in its strategy and you effectively use all of them. Of the seven go-to-market motions, the most popular are inbound-led, outbound-led, and product-led.
Many startups try to pick and choose pieces of every go-to-market motion which often leads to failure because they do not choose one motion to use and are unable to put all of their effort and resources into that motion.
In defining the customer of your company, make sure that sales and marketing are in alignment by developing Ideal Customer Profiles (ICP) and Buyer Personas. These outline the industries and roles of the ideal buyers of your product or service.
Your company’s positioning is the rational side of your strategy. Your positioning should define your specific product category, main differentiators, and main value propositions. This should also include how to describe your company in a concise position statement.
Your story is the compelling reason why your company exists. It encompasses the challenges faced by our customers and how we help them overcome those obstacles and reach their desired outcomes.

Quote of the Show:

“When you're launching marketing, especially in a B2B startup for the first time, you have to have foundational alignment before you jump into experimenting with channels and initiatives.” - Garrett Jestice

Shout Outs:

Andy Raskin - Strategic Narrative guru

Book Recommendations:

- Move by Sangram Vajre
- Building a Story Brand by Donald Miller
- The Advantage by Patrick Lencioni

Links:

LinkedIn: https://www.linkedin.com/in/garrettjestice/
Twitter: https://twitter.com/GarrettJestice
Company website: https://www.preludemarketing.com/
Project: http://www.theshotcoach.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/ouM3CjMrmEQ

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

The thought leader featured in this episode is a marketer, writer, speaker, singer, and actor. This premier product marketing expert also hosts the Rants with Ashley and Devin live stream. Ashley Faus is the Director of Integrated Product Marketing at Atlassian. Ashley smashed the use of funnels as a forward-looking strategy, why you should use the Playground Approach with your audience, and how to structure your content using Content Depths.

Busted Myths:

“The funnel is dead, use a playground instead.” In reality, a funnel is a retrospective measuring tool, not a significant driver of a company’s strategy. Using a “playground” allows prospects to design their own journey based on what works best for them.

Takeaways:

While your funnel isn’t a forward-looking tool, you can still glean many insights into your customers by examining the historical data from your funnel. This is a great source to learn about how people found your product and which channels were most effective.
Think of which channels drove prospects to your company as a lagging metric and not a leading metric when reviewing funnel data. Channels move fast and so does the market, meaning channels that worked last time won’t necessarily work this time.
Data from your funnel can tell you what worked in the past and what didn’t, but it will not tell you what changes to make, where the changes should be made, or when you should make changes in the future.
The playground approach means creating an experience for your audience that allows them to design their own journey with seamless handoffs and that lets them get what they want when they want it.
For example, pricing has traditionally been seen as a bottom-of-funnel discussion to be had once a seller has convinced the buyer of the value. However, for many buyers, pricing information is vital early on so they can see if the price is within their budget.
When thinking about what content to create and how to structure it, consider using the Content Depth framework. There are three tiers to Content Depth: 1. Conceptual, 2. Strategic, 3. Tactical.
Conceptual-level content explains the what and why of an idea and helps people think about the problem space.
Strategic-level content speaks to the tools, processes, and key knowledge components needed to make that idea a reality. This helps people think about the solution space and do their own research.
Tactical-level content provides prescriptive best practices and step-by-step instructions which are required to execute that strategy.

Quote of the Show:

“The funnel is dead, use a playground instead.” - Ashley Faus

Shout Outs:

Rev.com - Audio Transcription Service

Links:

LinkedIn: https://www.linkedin.com/in/ashleyfaus/
Atlassian website: https://www.atlassian.com/
Compass website: https://www.atlassian.com/software/compass
Blog: https://consciouslycorporate.com
Twitter: https://twitter.com/ashleyfaus

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/us9lyP_HHY4

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

While everyone wants to have a Growth Marketer on their team, not every company actually needs a Growth Marketer, depending on their current stage. Today, we’re learning from a serial entrepreneur with multiple successful exits, a business mentor, a Growth Marketer, a lead generation expert & a marketing thought leader. Andrew Miller is the Co-Founder of WordSmiths, Inc. and the CEO & Founder of Eudaimonia Health. Andrew explains when and why a company should hire a growth marketer, how a company’s marketing evolves as it grows, and how a company goes from product-market fit to go-to-market fit.

Busted Myths:

Not every company needs a growth marketer. While this term gets thrown around a lot and has many positive connotations, its widespread use has led to its misuse. If a company hasn’t found its product-market fit or is a pre-revenue SaaS, they don’t need a growth marketer yet.

Takeaways

The term “growth marketing” comes from the term “growth hacking” which was coined by Sean Ellis and this referred to a very scrappy kind of business. Although poorly defined, growth marketing can be thought of as a more-refined successor of growth hacking.
Within the pre-revenue stage of a SaaS company’s life, there are two distinct phases 1. Prototype and 2. MVP. During the Prototyping phase, the best marketers will be the company’s founders. In the MVP phase, companies can start exploring bringing in a generalist marketer, but a growth marketer is not needed yet.
The MVP phase is about figuring out product-market fit and determining if people will actually be willing to pay you for your product. High CAC (Customer Acquisition Cost) is a hallmark of this phase. Finding product-market fit is really about learning how to price a product.
From a general marketing perspective, as the company grows from $0-1m in revenue, the focus should be on using one channel consistently, testing, analyzing data, and helping the sales team.
Once a company attains product-market fit, it can enter the “Go-To-Market-Fit” phase which focuses on learning how to sell its product. This is the point at which a company should hire a growth marketer and think more about scaling.
B2B marketing has a reputation for being very boring, however, it doesn’t have to be. Many of the fun, effective aspects of B2C marketing can still apply to B2B, but marketers need to balance the fun with the professional tone that will instill trust in the brand.

Quote of the Show:

“Your pre-revenue SaaS does not need a growth marketer. In fact, if you haven't found product-market fit, you really do not need a growth marketer.” - Andrew Miller

Shout Outs:

Sean Ellis
Winning by Design
Jacco van der Kooij - Founder of Winning by Design
Agorapulse
Keto Chow
Travis Tyler - (Awesome) Marketer and Podcast Host at PandaDoc
PandaDoc

Links:

LinkedIn: https://www.linkedin.com/in/andrewmounier/
Twitter: https://twitter.com/amillerblog
Eudaimonia Health website: https://www.eudaimoniahealth.co/
Wordsmiths website: https://wordsmithsinc.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/0_L233BXO9M

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Get ready to learn from a mentor, strategist, SEO wizard, and podcaster. Katherine Watier Ong is the Founder and Chief Strategist at W.O. Strategies and hosts the Digital Marketing Victories podcast and Daily SEO Tips podcast. Katherine discusses when you need to have a technical SEO expert on your team, why your website’s content isn’t ranking on Google, and the steps to set up your website to rank well on search engines.

Busted Myths:

Government websites need SEO. While they do end up ranking highly for many topics, that is because of their authoritative content and not because Google prioritizes them because they are the federal government.

Takeaways

Before Google starts ranking your website’s content, they will put your site in a “sandbox” to ensure that your website and content are not sketchy. This usually only lasts for a few months and can be shortened through content marketing efforts.
There are very few website developers that actually understand the nuances of SEO. Developers have some much to focus on that is just related to the website development that they don’t have the time to stay up to date on the incessant SEO algorithm updates.
Your website could have the best, most authoritative content but if Google’s bots that crawl the web get stuck or lost within the links of your site, then your website won’t get indexed and won’t rank in the search results.
Because developers don’t know the technical side of SEO and even small changes can make huge impacts on how your content shows up on search engines, it’s a great idea to have a technical SEO expert on your team.
When approaching SEO for your website, start with a foundation of the technical side of SEO, then create quality content focused on the search intent, next promote your website and content to get the web traffic ball rolling, and make sure the site is usable and accessible to everyone.
Search Intent is what the user is actually looking for when they enter their query into the search engine. Think about how people actually search for information about your topic.
If you invest in paid and organic listings on Google simultaneously, users will instinctively think that your organic listing is more legitimate. However, if you turn off the paid rankings, you will get fewer organic clicks.

Quote of the Show:

“When it comes to organic search, you have to be better than what’s already ranking there” - Katherine Watier Ong

Shout Outs:

Dr. Jim Kanichirayil
Women in Tech SEO: https://www.womenintechseo.com/

Book Recommendations:

The Every by David Eggers
Recursion by Blake Crouch
The Hidden Psychology of Social Networks by Joe Federer

Links:

LinkedIn: https://www.linkedin.com/in/katherinewatier/
Company website: https://wostrategies.com/
Twitter: https://twitter.com/kwatier
Podcasts:
Digital Marketing Victories Podcast: https://wostrategies.com/digital-marketing-victories-podcast/
Daily SEO Tips Podcast: https://wostrategies.com/series/seo-tips-flash-briefing/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/GYvGuoTy-Rs

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

It’s time to get off the lead-gen hamster wheel! Today, we’re learning from an entrepreneur, marketer, Marine Corps veteran, leader, and problem solver. Josh Addison is the Founder of GI Pages. Josh shares the importance of focusing on your existing database, building the trust bridge, and why text messaging might be the marketing answer you’ve been looking for.

Busted Myths:

The way to grow your business is not to focus purely on outbound lead generation and social content, but rather to upsell to your existing client base. People who have already bought from you are 3-5 times more likely to buy than new customers.

Takeaways

While it’s always important to have some new leads coming into your business through your funnel, the focus should be on people who have already engaged with your company and have already bought your products or services.
Business is all about building trust with your customers and if you’ve already built that trust with existing customers it’s much easier to keep that relationship going than to try and constantly build trust and relationships with new customers.
For the many businesses that generate less than $3 million/year, the referrals they rely heavily on are based entirely upon hope. Re-engaging your existing customer database is an effective way to upsell, resell, and generate referrals.
SMS text messaging can be a great channel for re-engaging your database, but there are some nuances to this specific channel. These messages need to be highly personalized and sound like something a person would actually text to someone else.
Don't fall for the temptation of blasting SMS messages to your entire database all at once. Create sample groups of your audience, test your messaging with them, and iterate on that message before sending it out to larger groups.
Part of the benefit of SMS text message marketing is that creating the message is much simpler than implementing and designing emails or digital ad campaigns.

Quote of the Show:

“If you're in a business where you're just turning customers, then you're always going to be on this hamster wheel of where's the next dollar coming?” - Josh Addison

Shout Outs:

Dan Kennedy
Darrel Amy
Curtis Sprague
Joel Greenblatt

Book Recommendations:

The Little Book That Still Beats the Market by Joel Greenblatt

Links:

LinkedIn: https://www.linkedin.com/in/joshuaaddison2336/
GI Pages Website: https://www.gipages.com/
Tactical Electronics Website: https://www.tacticalelectronics.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/PVuLmJbsgog

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Today’s guest is a researcher, author, podcast host, strategist nerd, leader, problem solver, and public speaker. Dr. Jim Kanichirayil is the Talent Strategy Transformation Evangelist at Circa, the Co-host of Cascading Leadership Podcast, and the Co-host of the Talent Strategy 60 Live show. Dr. Jim shares why marketers need to be allowed to be the voice of the customer, why you need to empower junior marketers to innovate, and how marketing should handle sales.

Busted Myths:

Marketing does not exist to serve sales. Marketing is the voice of the customer. While marketing should operate to some degree as an arm of sales enablement, its focus should be on listening to what customers say.

Takeaways:

Because organizations don’t allow their marketing teams to fully realize and execute on the customer voice, marketers are required to spend so much time and effort trying to justify their position and new initiatives.
Organizations get too focused on finding the fastest way to execute something and find a result rather than trying to find the right way to do something that will also provide the best results. Focusing on speed means great opportunities are passed by and wasted.
Leaders at the executive level don’t have a tactical understanding of what’s required from sales and marketing throughout the buyer journey. This is why workers on the front lines of sales and marketing need to have the power to innovate.
Sales would never pass up a chance to get in front of decision-makers that fit their ICP, but they start disagreeing with marketing when it comes to the question of how they get to that point.
Sales has been conditioned to chase the 3% of the market that’s in an active buy cycle, however, if Sales is unaware of that 3% before they entered the active buy cycle, they’re behind. At that point, you’re selling a commodity and you’ll be competing on price.
AI is making major advancements and tools like Chat GPT entering the marketplace are going to absolutely obliterate modern selling. The way we sell now is not going to exist 24 months from now. Personalize your outreach!
Tools like Chat GPT will bring automation to many of the task-oriented roles throughout every function within enterprise-level companies. For example, there aren’t many open positions for switchboard operators on Indeed.

Quote of the Show:

“Organizations, in general, aren't allowing their marketing teams to actually run and fully realize and, and execute on the customer voice.” - Jim Kanichirayil

Shout Outs:

Tanya Thompson: https://www.linkedin.com/in/tanyathompson1/
Tanya Thompsons’ TikTok: https://www.tiktok.com/@search_tanya

Links:

LinkedIn: https://www.linkedin.com/in/drjimk/
Cascading Leadership Website: https://www.cascadingleadership.com/
Cascading Leadership YouTube Channel: https://www.youtube.com/channel/UC6qAx0CkGalK1SIjOVAXrfQ
Cascading Leadership TikTok: https://www.tiktok.com/@cascadingleadership
Circa website: https://circaworks.com/
Cascading Leadership Podcast: https://cascadingleadership.buzzsprout.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/uCMl9XIEhYM

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Prepare for the best SEO explanation you’ve ever heard. Today’s guest is a serial entrepreneur, growth leader & thought leader. They are an expert on SEO, Adwords, and business development. Ken “Magma” Marshall is the Chief Growth Officer & Managing Partner at RevenueZen. Ken discusses how to align your marketing efforts to hit your goals, why you should never start with tactics, and how to use Chat GPT to enhance your marketing efforts.

Busted Myths:

“If you blog it, they will come” is not a real strategy. This pervasive ideology that simply implementing a strategy will bring people to it is a waste of time and money.

Takeaways

For most B2B companies, increasing customers and revenue is the main goal. Rather than focusing clicks and keyword ranks, your marketing efforts should be aligned with growing revenue and customers.
There are six principles for aligning your marketing and goals: 1) Analytics & Attribution, 2) Understand your Audience’s ‘Jobs to be done’, 3) Research Relevant Metrics, 4) Understand the Buyer’s Journey, 5) Topical Authority & Overall Relevance, 6) Tactics.
Analytics and Attribution relies on setting up and using free or paid tools which allow you to understand your keyword and traffic data. This is crucial because you need to know what you’re doing and how you’re spending your budget to have a winning campaign.
It’s more important to understand your audience’s jobs to be done than it is to know highly-specific demographic data like height or soda preference. Personas are neat, but it’s more valuable to know what problem your target ICP is trying to solve for example.
Researching relevant metrics means that before you start writing, you know what the search volume is for your most lucrative keywords. Don’t just guess!
The basic model of the Buyers’ Journey is 1) Awareness, 2) Comparison, 3) Decision, and 4) Loyalty. Think about the type of content you need to provide someone to move them through that journey.
Your topical authority determines whether or not you are seen as trustworthy by search engines. Just as companies have a dress code in their office and well-kept storefronts in the real world, this is all about appearing reputable online.
In order to get quality outputs forms Chat GPT or other AI tools, you need to craft quality input. Your prompts should provide a lot of context and this requires effort on your part. Even after writing a good prompt, realize that you need to do a lot of refining.

Quote of the Show:

“If you want to do search well and inbound well, starting off with a tactic is usually going to be a poor ROI of your time and money” - Ken Marshall

Links:

LinkedIn: https://www.linkedin.com/in/kennethdwmarshall/
Company website: https://revenuezen.com/
Twitter: https://twitter.com/TheRealKDWM2
Hermit Crabs Are Smart: https://a.co/d/gPMc7In

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/h169ZlZTACs

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Get ready for this HARDCORE episode! Today we have Samantha Stone, Founder & CMO at The Marketing Advisory Network. Samantha discusses with Casey Cheshire that people need to learn that is it okay to not be right all the time. She also talks about how when you’re wrong, you have the opportunity to learn something new about your business that you could change for the better. Samantha gives us her tips on how to grow a durable business. Tune in to this educational episode.

Busted Myths:

Everything we think we know about how to sell to our buyers are just wrong.

Takeaways:

Samantha encourages us to focus on the people we can best serve. She explains that doing this, will help grow your business since you aren’t focusing on yourself or your tasks. Putting 100% of your effort into the customers is key.
We have to learn that it is okay to be wrong. No one is ever right. When you’re wrong, you have the opportunity to learn something new about your business that you could change for the better.
When you are doing the research on your customer first you will have to know how you will frame your questions. Ask prompted and unprompted questions, this will help them warm up a little and feel comfortable talking.
As marketers, you want to sell to the buyers and in order to sell to them, you have to sound like them. So having the buyers tell you how they would describe their problems and the challenges they have is really important because then you can speak the same language about their problems which will help with selling them your company.
It is important to be very open about listening to your client's needs. It is one of the main structures to building a durable business, not just a good business, but one that can last for years.
You want to always keep up to date with technology trends. The marketing business is always growing and changing with its customers. If you fall behind too much, your client percentage will drop.

Quote of the Show:

“This is about making money. This isn't about just growing awareness of what we're doing.” (03:55)

Links:

LinkedIn: https://www.linkedin.com/in/samanthastonemarketing/
Website: https://www.unleashpossible.com/
Twitter: https://twitter.com/samanthastone
Book: Unleash Possible: A Marketing Playbook That Drives B2B Sales
Podcasts: Today In Woburn and Unleash Possible

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/toZtsJHcGp8
Podbean: https://www.hardcorpsmarketing.com/e/build-a-durable-business-samantha-stone-hard-corps-marketing-show-episode-323/?token=2c19bf0368b7b2df5b3aea830a4b95ae

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Unleash Possible: A Marketing Playbook That Drives B2B Sales

Want to know how to become a better marketing leader in your company? We have just the episode for you! Today we have Cassidy Sheilds, Chief Growth Officer at Refine Labs. Cassidy discusses with Casey Cheshire how to build a great content lead for your company. He also talks about how to optimize your sales team journey. Once it is optimized, you will be able to see that flow be very efficient over time. Cassidy gives us his tips on how marketers can work more on their content strategy. Tune in to this educational episode.

Busted Myths:

Lead Gen is not marketing.

Takeaways:

What Cassidy sees in a lot of different companies is that their performance of lead-gen campaigns do not perform well when it comes to generating revenue for the company
In order to build a great contact lead, start something creative like a newsletter, a blog, or a podcast. This is going to force you to build content that's valuable and good for your community, organization, and audience.
The things that marketing focuses on are awareness, trust, and authenticity. They want to create educational content.
Cassidy thinks that the marketing team should be focused on the demand that converts the pipeline and revenue consist consistently, not just leads at all costs.
A tough step for a marketing leader to do is to be brutally honest since the way marketers do things today does not work.
In order to have great outbound in your company, you need to do some level of personalization in your research.

Quote of the Show:

“ I think there's a lot of room for innovation on the outbound channel in the future.” (12:39)

Links:

LinkedIn: https://www.linkedin.com/in/cassidyshield/
Website: https://www.refinelabs.com/
Twitter: https://twitter.com/cassidyshield

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/0XB9YtwHvZM
Podbean: https://www.hardcorpsmarketing.com/e/lead-gen-is-not-marketing-cassidy-shield-hard-corps-marketing-show-episode-322/?token=5802bd48be20b584f7a77614ec89365a

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

How much information should you give your clients? We have just the episode for you! Today we have Jonathan Bentz, Marketing Manager at Direct Online Marketing. Jonathan discusses with Casey Cheshire that it is important to give as much information to your clients about what your company does rather than leaving them in the dark. He also talks about how important it is to not stretch yourself out thin. You want to be able to have enough time and energy to help your clients. Jonathan gives us his tips on how to stay humble in your company. Tune in to this educational episode.

Busted Myths:

Stop hiding information away from people who want and need that information.

Takeaways:

It is important to give as much information to your clients about the company as you can. Hiding information away from them, within reason, when they ask can break the trust you have built.
If you control the conversation, you're gonna be top of mind for people and you're going to be there when your prospects are ready to raise their hand. This will create a deep trust between you and them.
If you format your website correctly to show potential clients your own brand, then customers won’t need to ask what your business does. Make sure your website is clear about what your company is all about.
Jonathan’s favorite book currently is “Word Before Work” by Jordan Rainer. Jonathan uses this book to help tie his faith and work together. The author's content has been influential for Jonathan over the last 18 months to help bridge that gap.
Jonathan believes that if you leave things on the table, then you're probably potentially leaving prospects on the table as well. Jonathan thinks that marketers should be humble and teachable because if you don’t, you're going to find yourself in a bad place.
Try not to stretch yourself thin. By doing this, you may not be able to invest all of your time and effort into making your platforms successful.

Quote of the Show:

“When you're not treating someone the way you wanna be treated, that doesn't feel like a winning formula for success.” (05:50)

Links:

LinkedIn: https://www.linkedin.com/in/jonathanbentz/
Website: https://www.directom.com/
Twitter: https://twitter.com/jonathanbentz

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/pB2JEEBQQNE
Podbean: https://www.hardcorpsmarketing.com/e/people-buy-from-people-jonathan-bentz-hard-corps-marketing-show-episode-321/?token=753c4e9bb077c78f1bd53a9b958e29ff

Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Want to better understand how to become an amazing marketer? We have just the episode for you! Today we have Steve Kahan, Marketer Advisor at Insight Partners. Steve discusses with Casey Cheshire the most important ingredient in a business and how to be successful. He also talks about understanding the marketing fundamentals in your company in order to advance in growth. Steve gives us his tips on who your customer actually is and figuring out how to get to them. Tune in to this educational episode.

Busted Myths:

Causing disruption is hard work.

Takeaways:

The most important ingredient that Steve thinks will bring your business to success is realizing that there's just no substitute for hard work.
Steve is a firm believer that hard work is the price you will pay for the success that you desire to achieve. Always put 100% of your effort into your work.
In order to understand the marketing fundamentals, you have to start off by understanding how the CEOs their marketing into their business.
Steve believes that buyers today completely rely on digital content in order to make their purchasing decisions. This has changed the way marketers interact with their potential buyers.
Steve thinks that if you want to consistently grow revenue in your company, you have to do it by delivering great content. The potential buyers will scan your content quickly in order to make their decision. You need to act fast.
It is important in every company to fully understand who your customers are. Getting to know your customers and understanding what their needs are is crucial to the growth of your company.

Quote of the Show:

“No great achievements are possible or sustained without hard work.” (02:51)

Links:

LinkedIn: https://www.linkedin.com/in/stevekahan/
Website: http://www.insightpartners.com/
Book: https://www.amazon.com/High-Velocity-Digital-Marketing-Silicon-Breakthrough/dp/1637742169

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/2oz6OTYhbuw
Podbean: https://www.hardcorpsmarketing.com/e/high-velocity-digital-marketing-steve-kahan-hard-corps-marketing-show-episode-320/?token=10b4253de6d1136931a1c266df9f7730

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Do you want to scale upwards in your company? We have just the episode for you! Today we have Josh Sweeney, President of FounderScale and Founder of Epic Culture. Josh discusses with Casey Cheshire how Most marketers will delegate and ditch as soon as someone is hired for their position. He also talks about the differences between demand and lead generation in the workplace. Josh gives us his tips on how to build scalable revenue, not lucky revenue. Tune in to this educational episode.

Busted Myths:

Scalable revenue is built, not bought.

Takeaways:

In order to have scalable revenue, you have to build it up first and then you can augment it. You can use those services and leverage them to scale upwards.
Before you jump up to another level in your job position, what you should do is delegate and elevate for a year or two. Most marketers will delegate and ditch as soon as someone is hired for their position rather than helping the other elevate up to their level and then move on.
When you are building yourself up, look at what has already been working for you and go up from that. It is key to build on what's already working and see how much further you can go.
Demand generation is about building engagement with your audience while lead generation is closing that sale with your audience. You need demand generation to happen first before you go to lead generation.
It is very important that your webinar presentation is engaging. If you don’t feel excited about the webinar, why should the audience feel the same? Engage with them and get them excited.
With every million, the complexity of your problem goes up and the time it takes to solve that problem goes up too. It is always key to take a step back and relook at the problems you have.

Quote of the Show:

“It's all about engaging and educating in order to build the pipeline.” (10:11)

Links:

Twitter: https://twitter.com/joshsweeney
LinkedIn: https://www.linkedin.com/in/sweeneyjosh/
Website: https://founderscale.com/ and https://www.linkedin.com/company/epicculture/about/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/UpNKULZdj3g
Podbean: https://www.hardcorpsmarketing.com/e/the-barrier-to-entry-matters-josh-sweeney-hard-corps-marketing-show-episode-319/?token=520c5bcb30d81e5853d6b9edfeb99cf8

Do you have a good marketing strategy? If not, we have just the episode for you! Today we have Darrell Alfonso, Director of Marketing Strategy and Operations at Indeed. Darrell discusses with Casey Cheshire how to make your MarTech strategy tie with your marketing strategy. He also talks about how you don’t need to buy a tool to make your company better. It’s all about having a good marketing plan. Darrell gives us his tips on how to focus on your customers. Tune in to this great episode.

Busted Myths:

You can fix bad marketing by buying a tool.

Takeaways:

Your MarTech strategy has to be tied to your marketing strategy. Your marketing strategy needs to be focused on what's best for the customer and what's best for the business.
When wanting to understand your marketing strategy in your business, ask yourself these questions, what's the path of a great customer journey/experience and what tools do you need to get there? This will help better construct your MarTech strategy.
In most businesses, there's the idea that if they buy tools it makes their company successful. When in reality it's not, it's their business strategy and it's the way that they think about delivering value to their customers.
To engage more people with marketing, you need to move, compel, and persuade them in order for them to be more interested. A way for this to work is by storytelling and knowing your audience.
As a marketer, it is important to think about how to be customer obsessed and how to really think about the customer. Put yourself in the customer's shoes and see how your marketing strategies look from their point of view.

Quote of the Show:

“Marketing is really the art of changing people's minds.” (19:16)

Links:

LinkedIn: https://www.linkedin.com/in/darrellalfonso/
Website: https://www.indeed.com/ and https://www.lxahub.com/
Twitter: https://twitter.com/DemandDarrell

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/mEbk-D5ffgU
Podbean: https://www.hardcorpsmarketing.com/e/optimizing-your-martech-strategy-darrell-alfonso-hard-corps-marketing-show-episode-318/?token=f12c5cd3c50d2eb7a88373242f2106b9

Do your customers trust your company? How can you build trust? We have just the episode for you! Today we have Edith Väli, International B2B Marketing and Corporate Communications Consultant. Edith discusses with Casey Cheshire how to build your brand and how to correctly advertise your company. She also talks about how it is important to get to know your competitors and customers to help your company stand out above the rest. Edith gives us her tips on how to build trust with your customers through your website's professional looks. Tune in to this great episode.

Busted Myths:

People think that building your brand requires a lot of money, but it doesn’t. Everything is doable, even without money.

Takeaways:

When reading papers or seeing advertisements, you see companies encouraging people to spend a bunch of money. In reality, you don’t need to. You just need to figure out what is best for you, what works for you, and what doesn't work for you before you spend so much money.
When starting your business, you want to ask yourself these basic questions: What is your product? How does it fit the market? Why are you doing this business in the first place? Asking yourself these questions can help narrow down your goals for the company.
You want to know exactly who your competitors and customers are when starting your company. Get to know them on a personal level and figure out why they are selling this product, and why the customers are buying this. Collecting this information can help your company stand out above the rest.
Make sure your PR team is promoting your company by making blog posts and reaching out to new/existing customers. Having your PR team do this will create deeper relationships and community with your customers. This will also help your business's name get out there.
When you start out at the beginning of your company, it's good to have professional photos and professional videos up on your website/social media. If you don't have money, then do it yourself. It is better than just using your random stock photos because stock photos will give customers a feeling that this is a fake company. You want to build trust.

Quote of the Show:

“Trust is the key ingredient.” (17:14)

Links:

LinkedIn: https://www.linkedin.com/in/edith-vali/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/hA0G2vDX8rI
Podbean: https://www.hardcorpsmarketing.com/e/building-trust-with-your-customers-edith-vali-hard-corps-marketing-show-episode-317/?token=1ffc729ff8d4a308c49aa3d173481a86

Privacy is key. How do we keep our privacy to ourselves even through the internet? We have just the episode for you! Today we have Pardees Safizadeh, CEO and Founder at Albaloo. Pardees discusses with Casey Cheshire the best place to track customer flow on the internet is actually offline. She also talks about how customer flow is more based on what marketing should have been from the beginning instead of stalking people and gathering their data when they didn't consent to it. Pardees gives us his tips on how to be a better marketer and how to avoid getting your phone tracked. Tune in to this great episode.

Busted Myths:

Offline is the new online. It doesn't take $10,000 to make it happen.

Takeaways:

The best place to track customer flow on the internet is actually offline. You can look at different behaviors. It's more based on what marketing should have been from the beginning instead of stalking people and gathering their data when they didn't consent to it.
If you don’t want your phone to be tracked, don’t connect with free wifi services that require an email to sign in. You can try downloading an ad blocker when signed onto a free wifi or a VPN.
At Starbucks, you're able to actually link your device with the app reward system which makes it more like an experience for you when in reality they are tracking your phone just like the Target app, Walmart, etc.
Today, when you download any app, the app will sometimes ask you permission to track your phone. You have the option now to select no instead of it being tracked without your consent.
In today's economy, the limited partners today are losing money because the stock market's going down. Some of them saw their net worth have left, which made them fund the venture capitalists. This will make it so they can't have as much money to spend on the startups they wanna spend it on.
You need to remember to like your new, old, and incoming customers even if they are difficult to work with. Having a good relationship with every customer will collect a better backlog of new potential customers and more money through your business.

Quote of the Show:

“If you're not making money, you can't keep turning out money.” (11:27)

Links:

Twitter: https://twitter.com/Pardees
LinkedIn: https://www.linkedin.com/in/pardees/
Company: https://albaloo.us/ d

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/ervRWWog5vs
Podbean: https://www.hardcorpsmarketing.com/e/behavior-graphics-is-the-new-thing-pardees-safizadeh-hard-corps-marketing-show-episode-316/?token=34830d3e2ae184fb467947d0264a2fc6

Are you ready to start your New Year off with some amazing advice? We have just the episode for you! Today we have Jason Byer, Marketing and Partners Manager at Crowdspring. Jason discusses with Casey Cheshire the two main problems that companies tend to run into and listens to Jason dive into immense details on how to solve them. He also talks about the challenges he has faced in the past. Jason gives us his tips on how to align your marketing strategies with your company’s core values. It is incredibly important that everyone in your company understands and follows the core values. Tune in to this great episode.

Busted Myths:

Most marketing is just busy work. It just tries to make us feel good.

Takeaways:

Marketers get paid strategies, direct mail, optimizations that make buttons change colors, and raised percentages. The challenge that nobody talks about is most of it doesn't matter.
It is always important to run tests in your company. Once the tests have been run, you can then decide, is there something there in the tests or not. You have to be hyper-vigilant of the fact that these tests can get away from your company.
You want to understand what the company's core goals are and make sure your marketing strategies align with those core goals or else all you are doing is making yourself feel good rather than focusing on what is important.
There are two main problems that companies tend to run into. The first one is insecure marketers. The second thing is it creates this cycle where innovation becomes a little bit easier.
It is always key to think of unique ways to solve a challenge. Coming up with a variety of different solutions will help find the perfect solution that works to use on any future problems.

Quote of the Show:

“You want people to feel empowered to want the company to succeed rather than their individual projects.” (14:12)

Links:

Twitter: https://twitter.com/JasonByer
LinkedIn: https://www.linkedin.com/in/jasonbyer/
Company: https://www.crowdspring.com/
Book: https://www.amazon.com/Get-Job-personal-jump-start-competition/dp/168273403X

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube:

Hold onto your hats because this week’s episode is going to blow you away. Today we have Darrell Amy, Host & Growth Strategist of the Revenue Growth Podcast and Host of the Selling from the Heart Podcast. Darrell discusses with Casey Cheshire the importance of getting on the same level with your sales and marketing team on who your ideal clients are. He stresses how important it is to communicate with your team. Communication is what makes a business thrive. Darrell gives us his tips on how to value your customers and how you can make them feel important. Tune in to this great episode.

Busted Myths:

You don’t need to generate leads.

Takeaways:

If you're in B2B marketing and you know who your ideal client is, therefore you know who your ideal prospect is, you should already know who your leads are.
It is always important to hop on a call with your sales team to help clarify your ideal leads. Communicating with your team is key to a thriving company.
Categorize your ideal clients in this order of value and of values value. Ask yourself when organizing, do they need everything that you offer?
More than half your marketing time should be devoted to your existing customers. It is incredibly important to always put your customers first.
Buyers don't buy your products and services they buy the outcomes your products and services deliver. So if you're selling toothpaste, they're not buying toothpaste. They are buying the ability to look good.
Having the best product in your business can be pointless to a potential client unless you identify the outcome that your client wants. Darrell says this is the biggest marketing mistake that happens.

Quote of the Show:

“I don’t need leads. I need engagement with my ideal prospects.” (03:46)

Links:

Twitter: https://twitter.com/darrell_amy
LinkedIn: https://www.linkedin.com/in/darrellamy/
Personal Website: https://darrellamy.com/
Company: https://www.revenuegrowthengine.com/
Podcasts: https://www.sellingfromtheheart.net/ and https://www.revenuegrowthengine.com/podcasts/revenue-growth-podcast
Book: Revenue Growth Engine: How To Align Sales & Marketing To Accelerate Growth

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/NuDlApEUJvo
Podbean: https://www.hardcorpsmarketing.com/e/finding-your-ideal-client-darrell-amy-hard-corps-marketing-show-episode-314/?token=1eefe5fff4693538b74eef79f3671c4c

Revenue Growth Engine: How To Align Sales & Marketing To Accelerate Growth

How can you find the right salesperson? What should you look for? Well, in this week’s episode you are going to have these million-dollar questions answered. Today we have Henning Schwinum, Co-Founder and Managing Partner at Vendux, LLC. Henning discusses with Casey Cheshire that he believes that people are motivated by pay and income. He thinks that this is the only part of the motivational approach that companies depend on in order to keep their community. Henning gives us his tips and tricks on how to increase your sales numbers in your business by hiring the right people. Tune in to this great episode.

Busted Myths:

Everyone in sales is paid on commission but statistics read that 20% of sales reps are paid on the basis of commission only.

Takeaways:

Henning believes that people are motivated by pay and income. He thinks that this is the only part of the motivational approach that companies depend on in order to keep their community.
If you are noticing red flags in your company, take a step back and think about what makes sense. Once you find the problem, solve it.
Most businesses are founded not by individuals who have been in sales and who've built sales organizations, but by engineers, doctors, lawyers, or people with other professional backgrounds.
In a business, it is always important to think about is who are you selling to and how are you selling it?
In order to increase your sales numbers in your business, hire someone who has done sales in the past. Hiring someone with a long sales history is beneficial to the growth of your company and the amount of revenue brought in.
Henning believes that entrepreneurs build their products first and then they build their company around it. It is always good to start off by refining the product you want to sell before starting the company. With no product, there is nothing to sell.
To find the perfect salesperson, you should start off with a scope to help understand and document what you want this person to accomplish. Making this will help narrow down your top picks.

Quote of the Show:

“If you can motivate individuals in the company to do their job well, you can do the same with salespeople.” (03:23)

Links:

Twitter: https://twitter.com/vendux2
LinkedIn: https://www.linkedin.com/in/henning-schwinum/
Website: https://www.vendux.org/ and https://www.joinpavilion.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/YFTnw8Bc-TU

Do you know how to write a great business article? Well, you better roll your sleeves up and get typing in this week’s episode. Today we have James Scherer, VP of Strategy at Codeless and uSERP. James discusses with Casey Cheshire how to write your business's articles for succession. James gives us his tips and tricks on how you can optimize your articles in order to achieve excellent content. Tune in to this mind-blowing episode.

Busted Myths:

Every content piece and blog article that you produce has to be an absolute standout, and amazing in order for you to have a successful SEO strategy.

Takeaways:

Your business content strategy doesn't have to be the best thing ever written, but you need to have the intention with every content piece that it will be ranked highly.
If you use the tools that are out there, your company is going to grow more quickly.
Do not publish a blog article that your business's clients, users, and customers aren't going to wanna read because the whole point is content marketing, not just content.
If you want to make a blog post, make sure you add in target key phrases. This will increase the significant search volume on that post.
Align your company with whatever is currently ranking high. Once this is done, you can start to add unique and new content to promote your brand.
When writing an article, only write up to 2,000 words and stop writing before the added audio/video/images.
When publishing your article, make sure it is supported with internal backlinking through all your relevant content on your site. See how it performs over a three-month period.

Quote of the Show:

“This is content marketing. It is not just content creation.” (07:53)

Links:

Twitter: https://twitter.com/JDScherer
LinkedIn: https://www.linkedin.com/in/james-scherer-94709830/
Website: https://userp.io/ and https://codeless.io/
Personal Website: https://jdscherer.wordpress.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/4mhcl7c_rQk
Podbean: https://www.hardcorpsmarketing.com/e/what-is-going-to-stick-james-scherer-hard-corps-marketing-show-episode-312/?token=f1c6be1229d6d236f0f6046ebc3fa714

Ever wonder how you can beat your competitors? What is their secret to selling? Well, we have someone who can answer these tough questions this week. Today we have Dave Garofalo, President of Two Guys Smoke Shop. Dave discusses with Casey Cheshire how to make sure you make your customer's experience as great as possible. Dave gives us his tips and tricks on how to secret shop your competitors. Tune in to this fantastic episode.

Busted Myths:

You cannot compete against online giants.

Takeaways:

You have to remember that someone is selling what product you have for a less price. Try to rethink your cost options to beat out the competition.
Make sure you make your customer's experience as great as possible. You want them to come back every time they need more.
Secret shop your competitors. See why the customer wants to continue buying from you rather than your competitor.
If you are an owner of a company, have meetings with your staff members and talk to them about ideas to make the business better.
Be open to helping your customers every step of the way. Being there for your customers will gain trust and a permanent buyer.
Promoting your business is important. Without promotions, social media posts, or emails your customers will forget your company. Be consistent with your promotions.

Quote of the Show:

“You sell more, you make more, and you make the customer happy.” (13:46)

Links:

Twitter: https://twitter.com/cigarspotlight
LinkedIn: https://www.linkedin.com/in/david-garofalo-b6ababa/
Website: https://www.2guyscigars.com/
Podcast: https://podcasts.apple.com/cz/podcast/two-guys-smoke-shop-36th-anniversary-party-recap/id413869893?i=1000535867289
Book: https://www.amazon.com/David-Goliath-Line-Promotions-Retailers/dp/1543966373

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/zusD4SR-hE4

David vs Goliath: How to Compete, And Beat, The On-Line Giant. 100 Proven Promotions For Brick & Mortar Retailers (1)

Ever wonder how you can beat your competitors? What is their secret to selling? Well, we have someone who can answer these tough questions this week. Today we have Dave Garofalo, President of Two Guys Smoke Shop. Dave discusses with Casey Cheshire how to make sure you make your customer's experience as great as possible. Dave gives us his tips and tricks on how to secret shop your competitors. Tune in to this fantastic episode.

Busted Myths:

You cannot compete against online giants.

Takeaways:

You have to remember that someone is selling what product you have for a less price. Try to rethink your cost options to beat out the competition.
Make sure you make your customer's experience as great as possible. You want them to come back every time they need more.
Secret shop your competitors. See why the customer wants to continue buying from you rather than your competitor.
If you are an owner of a company, have meetings with your staff members and talk to them about ideas to make the business better.
Be open to helping your customers every step of the way. Being there for your customers will gain trust and a permanent buyer.
Promoting your business is important. Without promotions, social media posts, or emails your customers will forget your company. Be consistent with your promotions.

Quote of the Show:

“You sell more, you make more, and you make the customer happy.” (13:46)

Links:

Twitter: https://twitter.com/cigarspotlight
LinkedIn: https://www.linkedin.com/in/david-garofalo-b6ababa/
Website: https://www.2guyscigars.com/
Podcast: https://podcasts.apple.com/cz/podcast/two-guys-smoke-shop-36th-anniversary-party-recap/id413869893?i=1000535867289
Book: https://www.amazon.com/David-Goliath-Line-Promotions-Retailers/dp/1543966373

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/zusD4SR-hE4

David vs Goliath: How to Compete, And Beat, The On-Line Giant. 100 Proven Promotions For Brick & Mortar Retailers (1)

Before you begin your company, have you recognized what your business represents or stands for? No? Well, buckle up because we are driving right into this educational episode. Today we have Jeremy Woolf, Fractional CMO at RingRx. Jeremy discusses with Casey Cheshire how to start up your company correctly without any mistakes. Jeremy gives us his tips and tricks on managing your focus more on the product and customers before you start spending all your money in the wrong places. Tune in to this fantastic episode.

Busted Myths:

Early Stage companies don’t need to invest in company branding.

Takeaways:

When starting up a company, start off small. Don’t spend your money right away. Start by creating a website, a logo for yourself, and a name you would like.
The number one thing that will make your customers become drawn to your company is, word of mouth. Having pre-existing customers or business partners that can help spread the word about your company will help it get off the ground.
Spend your money on the product of your company and not reinvent it. Know what your product is going for before you start tweaking your business.
Do the research on your business and potential customers. Figure out how you would like to market your product and who your target audience is.
Be open to feedback. Reach out to colleagues or business partners and see what opinions or advice they have to give. Don’t let one negative opinion change your whole company. Gather a lot of feedback before you make some changes.
If you are struggling with thinking of ideas for your company, take a break. Go for a walk or chat with a coworker and trade some ideas. Taking a small break can help restart your brain.
Recognize the core and the heart of your brand before you start launching your company. You want to figure out what makes you stand out above the rest.

Quote of the Show:

“Don't let the last piece of feedback be the thing that shapes your product or service” (08:28)

Shoutouts:

Youtuber - Alex the Analyst

Links:

Twitter: https://twitter.com/jeremywoolf
LinkedIn: https://www.linkedin.com/in/jeremywoolf/
Website: https://ringrx.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/-03Fge-Nvt0
Podbean: https://www.hardcorpsmarketing.com/e/what-your-business-represents-and-stands-for-jeremy-woolf-hard-corps-marketing-show-episode-310/?token=f3357feeb641fba75d7034c171cc0d32

Strategy. What does it mean? How do you incorporate strategy into your company? Well, be ready to have those questions answered for you with this week's episode! This episode will make your business skyrocket past your competitors. Today’s guest is Dave Blanchard, Fractional Chief Marketing Officer of K9 Resorts Luxury Pet Hotel and yorCMO. Listen in as Dave joins host Casey Cheshire and shares how to make your company's future goals into money.

Busted Myths:

Marketing is too expensive.

Takeaways:

When starting a business, you want to make sure you have a strategy before you start getting into your tactics. Most businesses fail because they do their tactics first instead of starting with a strategy.
Make goals with your company. Plan out a two-year goal with your business and think far into the future. Make a list of what you would like to accomplish.
Define your customers. Research what motivates them and why they picked your company to do business with.
Customers don’t want you to talk about why your company is great and what features you have. Customers want you to talk about their problems and how you can help them.
Know what makes you unique to your customers. Figure out why they picked your company over your competitors. Knowing this will help you stand out further than other businesses.
Make a weekly “scorecard” for your business. Track how your company is doing. This will catch any possible downfalls in your business before they happen.

Quote of the Show:

“The truth is that marketing done right is an investment with high multiple returns.” (03:31)

Book Recommendations:

The Art of War by Sun Tzu
Change Your Questions, Change Your Life by Merilee Adams.

Links:

Twitter: https://twitter.com/DavidBlanchard
LinkedIn: https://www.linkedin.com/in/cognesis/
Website: https://cognesismarketing.com/ and https://www.k9resorts.com/ and https://yorcmo.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/-VYls-7QzUk

Want to know the true secret to growing a business? Psst, it’s the customers. This week's episode will make your company start caring about its customers. Today’s guest is Mark Donnigan, Virtual CMO at Growth Stage Marketing. Listen in as Mark joins host, Casey Cheshire, and shares his hack on building a better relationship with your customers through excellent business strategy.

Busted Myths:

Companies can have a great strategy and never lose customers.

Takeaways:

Learn your competitor's tools, then learn their process, and then implement it. It is all about driving more usage and purchase of their solution. It is not actually about selling our products.
Just because you hire someone who is good on paper does not mean that they are going to be great. Actions speak louder than words.
Get on sales calls and go to sales calls. This will help you learn about your customers and about other businesses.
No matter what you have going on with your business. The customers most likely will not care. They only care about what they will get out of it. They only care if it has anything to do with them.
Marketing podcasts are a great way to get real-time marketing information. Marketing books are typically made within the year while podcasts are made almost every week.
Diversity of thought is required because without it, we would fail. We would not execute meetings well it will lead to no business impact.
It's more important to get any information to your customers. Make it readily available, and make it easily accessible for your customer.

Quote of the Show:

“The customer does not care about us. They only care about them.” (11:28)

Book Recommendations:

Play Bigger by Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney

Links:

LinkedIn: https://www.linkedin.com/in/markdonnigan/
Website: https://growthstage.marketing/
Podcast: https://www.owltail.com/people/ORNFP-mark-donnigan/appearances
Company Youtube: https://www.youtube.com/channel/UCWivu309kk1u1P9jrcv3jLA

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/5MrbOivXAz8

We have a DOUBLE busted myth on this episode. The master of social media is here to tell us how professionally run your company’s social media accounts. Our guest is Lael Strum, Founder of OGMENTOR. Lael joins the host Casey Cheshire on The Hard Corps Marketing Show sharing advice on how to be consistent with your content posts and how to boost your social media numbers out of the sky.

Busted Myths:

Social media can be done by anybody.
People will tend to think that if they've got a follower or they're connected to someone on social media, they're necessarily gonna see every single post.

Takeaways:

If you do not make your social media posts look professional, then it will not be professional. Make sure you have the perfect social media manager to help boost your content correctly.
Upload content on your social media pages consistently. If you post every now and then, customers will not be interested in your company. Consistency is key.
It is important to present yourself professionally to potential buyers. To sell to them, take it seriously, come with a plan, and do it well.
Never buy followers. Buying followers will ruin your social media clicks. It will only dilute any business opportunities you may have in the future.
Controversy drives the algorithm to your social media posts.
It is important for your social media team to help approve and create your posts. Find a team that will provide high-quality work to boost your content.
When hiring an assistant to help with postings, give clear instructions and set expectations. Being clear and precise with them will help prevent any mistakes.

Quote of the Show:

“Whatever your goals are right now, think even bigger than that.” (45:04)

Shout Outs:

Entrepreneurs Organization
Live at Arlene Grocery - https://martinluthermccoy.bandcamp.com/album/live-at-arlenes-grocery

Book Recommendations:

Essentialism by Greg McEwen

Links:

Twitter: https://twitter.com/laels
LinkedIn: https://www.linkedin.com/in/laelsturm/
Website: https://www.lpss.co/?r_done=1 and https://laelsturm.com/ and https://ogmentor.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/OrOSMlWEo-0

We have a DOUBLE busted myth on this episode. The master of social media is here to tell us how professionally run your company’s social media accounts. Our guest is Lael Strum, Founder of OGMENTOR. Lael joins the host Casey Cheshire on The Hard Corps Marketing Show sharing advice on how to be consistent with your content posts and how to boost your social media numbers out of the sky.

Busted Myths:

Social media can be done by anybody.
People will tend to think that if they've got a follower or they're connected to someone on social media, they're necessarily gonna see every single post.

Takeaways:

If you do not make your social media posts look professional, then it will not be professional. Make sure you have the perfect social media manager to help boost your content correctly.
Upload content on your social media pages consistently. If you post every now and then, customers will not be interested in your company. Consistency is key.
It is important to present yourself professionally to potential buyers. To sell to them, take it seriously, come with a plan, and do it well.
Never buy followers. Buying followers will ruin your social media clicks. It will only dilute any business opportunities you may have in the future.
Controversy drives the algorithm to your social media posts.
It is important for your social media team to help approve and create your posts. Find a team that will provide high-quality work to boost your content.
When hiring an assistant to help with postings, give clear instructions and set expectations. Being clear and precise with them will help prevent any mistakes.

Quote of the Show:

“Whatever your goals are right now, think even bigger than that.” (45:04)

Shout Outs:

Entrepreneurs Organization
Live at Arlene Grocery - https://martinluthermccoy.bandcamp.com/album/live-at-arlenes-grocery

Book Recommendations:

Essentialism by Greg McEwen

Links:

Twitter: https://twitter.com/laels
LinkedIn: https://www.linkedin.com/in/laelsturm/
Website: https://www.lpss.co/?r_done=1 and https://laelsturm.com/ and https://ogmentor.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/OrOSMlWEo-0

Have you ever been a winner? A champion? Well, you’re going to feel like you're on top of the world with this episode. This week Ted Lau, CEO at Ballistic Arts, is going to show you how to be a winner every day. Ted gives tips on how to understand your client more. He also dives into why you should prioritize data and how your company should never be a follower. Join our host Casey Cheshire and listen in to Ted give step-by-step instructions on beating your competitors, and standing out above the rest.

Busted Myths:

Viral videos don't fucking exist anymore.

Takeaways:

It is important to have the ability to story tell and understand your audience, but make sure you streamline and are cost-effective in your marketing because otherwise, your audiences won’t give your company any revenue.
Don’t just prioritize the content you are creating, prioritize the data you are making in order to grow your business.
You need to remember to understand the end result of what your client is looking for. Listen to the idea that they would like to close in on.
Everything that you do should be about winning the championship.
Just because one person does something doesn’t mean you should do the same exact thing. Don’t be a follower. Do something different to make your company stand out.
Whenever there's a problem, there's always an opportunity. There's always a chance for danger. It is up to you to decide how you will handle it.

Quote of the Show:

“Give content. Give relevant content that's not going to talk about how great you are about how many awards you won. No one gives a shit about that. They want the hero in their lives right now” - (15:56)

Shout Outs:

Marketing News Canada Podcast - Hosted by Ted Lau
Bills Monday Morning Podcast - Hosted by Bill Burr
Lex Fridman Podcast

Book Recommendations:

The Obstacle Is The Way by Ryan Holiday
Life Force by Tony Robbins
The TB12 Method by Tom Brady
How to Avoid a Climate Disaster by Bill Gates

Links:

Twitter: https://twitter.com/ballisticarts
LinkedIn: https://www.linkedin.com/in/ballisticarts/
Website: https://www.ballisticarts.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/22zNIGvTCD8

Have you ever been a winner? A champion? Well, you’re going to feel like you're on top of the world with this episode. This week Ted Lau, CEO at Ballistic Arts, is going to show you how to be a winner every day. Ted gives tips on how to understand your client more. He also dives into why you should prioritize data and how your company should never be a follower. Join our host Casey Cheshire and listen in to Ted give step-by-step instructions on beating your competitors, and standing out above the rest.

Busted Myths:

Viral videos don't fucking exist anymore.

Takeaways:

It is important to have the ability to story tell and understand your audience, but make sure you streamline and are cost-effective in your marketing because otherwise, your audiences won’t give your company any revenue.
Don’t just prioritize the content you are creating, prioritize the data you are making in order to grow your business.
You need to remember to understand the end result of what your client is looking for. Listen to the idea that they would like to close in on.
Everything that you do should be about winning the championship.
Just because one person does something doesn’t mean you should do the same exact thing. Don’t be a follower. Do something different to make your company stand out.
Whenever there's a problem, there's always an opportunity. There's always a chance for danger. It is up to you to decide how you will handle it.

Quote of the Show:

“Give content. Give relevant content that's not going to talk about how great you are about how many awards you won. No one gives a shit about that. They want the hero in their lives right now” - (15:56)

Shout Outs:

Marketing News Canada Podcast - Hosted by Ted Lau
Bills Monday Morning Podcast - Hosted by Bill Burr
Lex Fridman Podcast

Book Recommendations:

The Obstacle Is The Way by Ryan Holiday
Life Force by Tony Robbins
The TB12 Method by Tom Brady
How to Avoid a Climate Disaster by Bill Gates

Links:

Twitter: https://twitter.com/ballisticarts
LinkedIn: https://www.linkedin.com/in/ballisticarts/
Website: https://www.ballisticarts.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/22zNIGvTCD8

Get ready to roll up your sleeves and say “wow” because Nancy Harhut, Co-Founder and Chief Creative Officer of HBT Marketing (Human Behavior Triggers), is back with Casey Cheshire on The Hard Corps Marketing Show. Nancy shares her passion for behavioral science and marketing creativity while giving the ins and outs of how to grow your business and customers.

Busted Myths:

Customers will tell us what they think their reasoning is when buying a product.

Takeaways:

Behavioral scientists have found that up to 95% of decision-making purchases take place in the subconscious mind.
The Pull of the Magnetic Middle is the concept that people don't like to be way out on the far edge. People like to stay in the middle of the field. When a customer is informed that they are on the edge of your sale, they'll normally buy in to be comfortable in the middle.
Behavioral scientists have found that people are twice as motivated to avoid the pain of losing an item as they are to achieve the positivity of purchasing more products.
When you give somebody a reason to do something, they're more likely to do what you ask them to do because they were brought up to do what they have been told to do. So, when you tell a customer why they should buy something, oftentimes they buy in.
When we hear the word “because” it becomes this automatic compliance trigger and we start to agree without even processing what comes next. It makes us sign and do whatever needs to be done.
When an online store has “10 items left”, on average people bought more because they thought they only had 10 left. It influenced them to buy quickly before it “runs out” when in reality they have more in the warehouse.
When people aren't sure of what to do. They look to others, particularly others like themselves and, they follow their leads. So companies will try to relate to their customers on a personal level to gain more of a following to grow their business.

Quote of the Show:

“ if the information is scarce, we value it more. We're actually more persuaded by the information we believe if it is not widely available.” (16:14)

Shout Outs:

Ellen Langer out of Harvard university

Book Recommendations:

Brainfluene - Roger Dooley

Links:

Twitter: https://twitter.com/nharhut
LinkedIn: https://www.linkedin.com/in/nancyharhut/
Website: https://www.hbtmktg.com/
Book: https://www.amazon.com/Using-Behavioral-Science-Marketing-Instinctive/dp/1398606480/ref=asc_df_1398606480/?tag=hyprod-20&linkCode=df0&hvadid=598359424988&hvpos=&hvnetw=g&hvrand=12765907507775178276&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9002280&hvtargid=pla-1638497988903&psc=1

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/TY2Z1W1HQhY
Podbean: https://www.hardcorpsmarketing.com/e/the-motive-candle-hard-corps-marketing-show-episode-305/?token=71c93433b49a25552da33480a497bd5d

Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses

Get ready to roll up your sleeves and say “wow” because Nancy Harhut, Co-Founder and Chief Creative Officer of HBT Marketing (Human Behavior Triggers), is back with Casey Cheshire on The Hard Corps Marketing Show. Nancy shares her passion for behavioral science and marketing creativity while giving the ins and outs of how to grow your business and customers.

Busted Myths:

Customers will tell us what they think their reasoning is when buying a product.

Takeaways:

Behavioral scientists have found that up to 95% of decision-making purchases take place in the subconscious mind.
The Pull of the Magnetic Middle is the concept that people don't like to be way out on the far edge. People like to stay in the middle of the field. When a customer is informed that they are on the edge of your sale, they'll normally buy in to be comfortable in the middle.
Behavioral scientists have found that people are twice as motivated to avoid the pain of losing an item as they are to achieve the positivity of purchasing more products.
When you give somebody a reason to do something, they're more likely to do what you ask them to do because they were brought up to do what they have been told to do. So, when you tell a customer why they should buy something, oftentimes they buy in.
When we hear the word “because” it becomes this automatic compliance trigger and we start to agree without even processing what comes next. It makes us sign and do whatever needs to be done.
When an online store has “10 items left”, on average people bought more because they thought they only had 10 left. It influenced them to buy quickly before it “runs out” when in reality they have more in the warehouse.
When people aren't sure of what to do. They look to others, particularly others like themselves and, they follow their leads. So companies will try to relate to their customers on a personal level to gain more of a following to grow their business.

Quote of the Show:

“ if the information is scarce, we value it more. We're actually more persuaded by the information we believe if it is not widely available.” (16:14)

Shout Outs:

Ellen Langer out of Harvard university

Book Recommendations:

Brainfluene - Roger Dooley

Links:

Twitter: https://twitter.com/nharhut
LinkedIn: https://www.linkedin.com/in/nancyharhut/
Website: https://www.hbtmktg.com/
Book: https://www.amazon.com/Using-Behavioral-Science-Marketing-Instinctive/dp/1398606480/ref=asc_df_1398606480/?tag=hyprod-20&linkCode=df0&hvadid=598359424988&hvpos=&hvnetw=g&hvrand=12765907507775178276&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9002280&hvtargid=pla-1638497988903&psc=1

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/TY2Z1W1HQhY
Podbean: https://www.hardcorpsmarketing.com/e/the-motive-candle-hard-corps-marketing-show-episode-305/?token=71c93433b49a25552da33480a497bd5d

Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses

Mad Libs isn't just for kids right? Nope! Mad Libs is for everyone, especially for growing your business. Here to teach you about how his enterprise playbook can help improve your company is Nate Nasralla, Founder of Fluint. Nate joins the host Casey Cheshire on The Hard Corps Marketing show sharing his tips and tricks on navigating your business strategies to help build a relationship with your customers.

Busted Myths:

Most people believe that sales reps close deals, but they don't. Buyers do.

Takeaways:

Keep your sites very simple. By having them simple, you will most likely gain more audiences with how easy your site is to operate.
Cultural core values are a set of shared behaviors or norms that people are operating by that doesn't have to be labeled.
If you are not intentional about how you are living today and making the right decisions, it will come back around and will make things a lot worse.
You wanna move from gamesmanship to relationship. That’s the goal. You don’t want to keep thinking of and treating your customers like a game, you want to think and treat them as a partner.
The category of buyer enablement is normally built around the idea that buyers are closing their deals by selling internally.
If you continue to only focus on the skills that are brought to your company while neglecting your customers, you will completely miss the importance of what should be talked about with your clients.

Quote of the Show:

“What a good product ends up doing is shifting somebody's behavior to a more helpful direction and enabling them to do that job easier than they otherwise would without the software.” (36:04)

Book Recommendations:

Decisive by Chip and Dan Heath
Falling Upwards by Richard Rohr
Road The Character by David Brooks

Links:

Twitter: https://twitter.com/NNasrall
LinkedIn: https://www.linkedin.com/in/natenasralla/
Website: https://www.fluint.io/
Book Link: https://www.fluint.io/resource-content/the-enterprise-sales-playbook

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/V98rUSLlzvo

Mad Libs isn't just for kids right? Nope! Mad Libs is for everyone, especially for growing your business. Here to teach you about how his enterprise playbook can help improve your company is Nate Nasralla, Founder of Fluint. Nate joins the host Casey Cheshire on The Hard Corps Marketing show sharing his tips and tricks on navigating your business strategies to help build a relationship with your customers.

Busted Myths:

Most people believe that sales reps close deals, but they don't. Buyers do.

Takeaways:

Keep your sites very simple. By having them simple, you will most likely gain more audiences with how easy your site is to operate.
Cultural core values are a set of shared behaviors or norms that people are operating by that doesn't have to be labeled.
If you are not intentional about how you are living today and making the right decisions, it will come back around and will make things a lot worse.
You wanna move from gamesmanship to relationship. That’s the goal. You don’t want to keep thinking of and treating your customers like a game, you want to think and treat them as a partner.
The category of buyer enablement is normally built around the idea that buyers are closing their deals by selling internally.
If you continue to only focus on the skills that are brought to your company while neglecting your customers, you will completely miss the importance of what should be talked about with your clients.

Quote of the Show:

“What a good product ends up doing is shifting somebody's behavior to a more helpful direction and enabling them to do that job easier than they otherwise would without the software.” (36:04)

Book Recommendations:

Decisive by Chip and Dan Heath
Falling Upwards by Richard Rohr
Road The Character by David Brooks

Links:

Twitter: https://twitter.com/NNasrall
LinkedIn: https://www.linkedin.com/in/natenasralla/
Website: https://www.fluint.io/
Book Link: https://www.fluint.io/resource-content/the-enterprise-sales-playbook

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/V98rUSLlzvo

Need to make your business more noticeable to certain target audiences? Want your website to have a higher traffic flow of customers? Listen to this week's episode about how to improve your social media advertisements. Today's guest is Jeffrey Katz, an entrepreneur, and Founder of Quarter Muffin. Jeffrey gives us tips on how to grow your website traffic flow and how to reach out to more target audiences in order to drive your sales up. Join the host Casey Cheshire and listen to Jeffrey giving step-by-step instructions on getting your business noticed more.

Busted Myths:

Big social media ads alone can drive new customers in but, it doesn’t work that way.

Takeaways:

To run a good ad campaign, make sure the product you are trying to sell is perfect in every way. If it has flaws, people may not want to buy it.
Make sure your product's website is optimized for desktop and mobile devices in order to sell to your target audience.
Look at who your target audience is. See who often buys your product, is subscribed to emails, and who visits your website a lot.
If your website doesn’t have a consistent amount of traffic, it may not change when you post an ad on social media. You have to make sure your product is perfect before you start posting ads.
When posting an ad on social media, make sure you are creating many posts on multiple social media platforms to help reach out to a wider range of people.
Make sure you have a good strategy for how you want to advertise your business on social media before you start posting.
Make sure the content that you are producing is effective. If you notice that you aren’t getting as much traffic to your website from the social media ads, change it. Make it more entertaining to intrigue your audience.

Quote of the Show:

“A lot of people don't realize this, but you know, the copy and the exact details don't make the world of a difference. It really comes down to how strong your data is. So the brands that come in with strong data sets have a lot of website traffic already. It works really well for Facebook ads.” (04:20)

Shout Outs:

Depesh Mandalia - Entrepreneur/Marketer

Book Recommendations:

“Bamf Bible” - Josh Fetcher

Links:

LinkedIn: https://www.linkedin.com/in/jeffreymkatz/
Website: https://www.quartermuffin.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/gXdfXmve570

The Hard Corps Marketing Show is sponsored and produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

marketing #leadgeneration #marketingstrategies

Need to make your business more noticeable to certain target audiences? Want your website to have a higher traffic flow of customers? Listen to this week's episode about how to improve your social media advertisements. Today's guest is Jeffrey Katz, an entrepreneur, and Founder of Quarter Muffin. Jeffrey gives us tips on how to grow your website traffic flow and how to reach out to more target audiences in order to drive your sales up. Join the host Casey Cheshire and listen to Jeffrey giving step-by-step instructions on getting your business noticed more.

Busted Myths:

Big social media ads alone can drive new customers in but, it doesn’t work that way.

Takeaways:

To run a good ad campaign, make sure the product you are trying to sell is perfect in every way. If it has flaws, people may not want to buy it.
Make sure your product's website is optimized for desktop and mobile devices in order to sell to your target audience.
Look at who your target audience is. See who often buys your product, is subscribed to emails, and who visits your website a lot.
If your website doesn’t have a consistent amount of traffic, it may not change when you post an ad on social media. You have to make sure your product is perfect before you start posting ads.
When posting an ad on social media, make sure you are creating many posts on multiple social media platforms to help reach out to a wider range of people.
Make sure you have a good strategy for how you want to advertise your business on social media before you start posting.
Make sure the content that you are producing is effective. If you notice that you aren’t getting as much traffic to your website from the social media ads, change it. Make it more entertaining to intrigue your audience.

Quote of the Show:

“A lot of people don't realize this, but you know, the copy and the exact details don't make the world of a difference. It really comes down to how strong your data is. So the brands that come in with strong data sets have a lot of website traffic already. It works really well for Facebook ads.” (04:20)

Shout Outs:

Depesh Mandalia - Entrepreneur/Marketer

Book Recommendations:

“Bamf Bible” - Josh Fetcher

Links:

LinkedIn: https://www.linkedin.com/in/jeffreymkatz/
Website: https://www.quartermuffin.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/gXdfXmve570

The Hard Corps Marketing Show is sponsored and produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

marketing #leadgeneration #marketingstrategies

The worldwide web. There is so much to learn from it. Have you ever heard of Web3? No? Well, you are in luck! In this week's episode, we have an Executive, Consultant, Keynote Speaker, and host of the “Pass The Mic” podcaster, Virginie Glaenzer. Virginie is also the Co-Founder and CMO at AcornOak. The host, Casey Cheshire, talks with Virginie, about Web3 and the benefits it has on social media and the world. Make sure to put your brain caps on for this awesome educational episode!

Busted Myths:

Web3 is a distraction in the pursuit of selling more coins and continuing the gravy train of evading securities regulation.

Takeaways:

Web3 is the next wave of innovation of the worldwide web.
Web3 has had a huge exponential growth with new software technology. It is not just a software system, it is making remarkable changes on the web.
Web3 has made some huge steps with the web, so much so that it is moving from research to implementation.
Web3 transfers control and decision-making from a compact organization to a distributed network and decentralized network.
Smart Contract is a script that is generally fixed and well-established. It tells the user exactly what they'll get from the deal that they're performing in Web3.
Web3 is solely focused on control and decision-making. But, Web3 also likes to challenge ourselves. In an economy based on scarcity, you have to protect yourself from the challenges that Web3 can throw at you.
A community is a space. It is a space where employers feel comfortable enough to voice their truths and concerns. We see the biggest groups of community on the web and social media. The web is where people feel comfortable enough to share their interests and common values with one another.

Quote of the Show:

“In today's world, a good leader is someone who listens, who has empathy, compassion, and who supports their team almost like a guide” (18:31)

Book Recommendations:

Leadership Singularity: How Marketing Can Save The World - Virginie Glaenzer and John Caswell

Links:

Twitter: https://twitter.com/VirginieG
LinkedIn: https://www.linkedin.com/in/virginieglaenzer/
Website: https://www.acornoak.net/
- https://www.acornoak-studio.net/
Book Link: https://www.amazon.com/Leadership-Singularity-Marketing-Save-World-ebook/dp/B08HVJF744/ref=sr_1_1?crid=3GYASB11W2LMT&keywords=The+Leadership+Singularity&qid=1663256535&sprefix=the+leadership+singularity%2Caps%2C47&sr=8-1

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/QnztC25p_js

The worldwide web. There is so much to learn from it. Have you ever heard of Web3? No? Well, you are in luck! In this week's episode, we have an Executive, Consultant, Keynote Speaker, and host of the “Pass The Mic” podcaster, Virginie Glaenzer. Virginie is also the Co-Founder and CMO at AcornOak. The host, Casey Cheshire, talks with Virginie, about Web3 and the benefits it has on social media and the world. Make sure to put your brain caps on for this awesome educational episode!

Busted Myths:

Web3 is a distraction in the pursuit of selling more coins and continuing the gravy train of evading securities regulation.

Takeaways:

Web3 is the next wave of innovation of the worldwide web.
Web3 has had a huge exponential growth with new software technology. It is not just a software system, it is making remarkable changes on the web.
Web3 has made some huge steps with the web, so much so that it is moving from research to implementation.
Web3 transfers control and decision-making from a compact organization to a distributed network and decentralized network.
Smart Contract is a script that is generally fixed and well-established. It tells the user exactly what they'll get from the deal that they're performing in Web3.
Web3 is solely focused on control and decision-making. But, Web3 also likes to challenge ourselves. In an economy based on scarcity, you have to protect yourself from the challenges that Web3 can throw at you.
A community is a space. It is a space where employers feel comfortable enough to voice their truths and concerns. We see the biggest groups of community on the web and social media. The web is where people feel comfortable enough to share their interests and common values with one another.

Quote of the Show:

“In today's world, a good leader is someone who listens, who has empathy, compassion, and who supports their team almost like a guide” (18:31)

Book Recommendations:

Leadership Singularity: How Marketing Can Save The World - Virginie Glaenzer and John Caswell

Links:

Twitter: https://twitter.com/VirginieG
LinkedIn: https://www.linkedin.com/in/virginieglaenzer/
Website: https://www.acornoak.net/
- https://www.acornoak-studio.net/
Book Link: https://www.amazon.com/Leadership-Singularity-Marketing-Save-World-ebook/dp/B08HVJF744/ref=sr_1_1?crid=3GYASB11W2LMT&keywords=The+Leadership+Singularity&qid=1663256535&sprefix=the+leadership+singularity%2Caps%2C47&sr=8-1

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/QnztC25p_js

None

Ever run into an issue where you tell a really awesome story but, your delivery falls flat? This episode will make you become a better storyteller to prevent failing your best stories. Today’s guest is Nick Kindler, Founder of Kindler and Company, and he joins the host Casey Cheshire to share his 5 steps to being remembered for your storytelling skills for years to come.

Busted Myths:

People say to “just wing it” in any situation.

Takeaways:

One of the worst decisions you can make is to “wing it”. You will have more success if you plan and think about what you are going to do and say.
Do not miss your mark and opportunity to impress people. Plan out strategies and ways to entice them in.
The best way to communicate with your audience is to have an impact. You can do this by simplifying your story with a solid structure.
When communicating with someone, you want to make sure that you tell them twice and retell what you just were talking about to make them remember the impactfulness of your story.
The spine of a good story is having an environment, characters, conflict, raised conflict, and outcome. These are essential to a story that will draw in your audience.
Telling a well-planned story is the secret way to connect and engage with your audience in a way they’ve never been engaged with before.
Using emotional language with your story will help create a better understanding of your thoughts and ideas. By using emotional language in your story, you will connect more with your audience on a more personal level.

Quote of the Show:

“Why not help people understand what you stand for? What you're all about, what the work that you're doing, or the change that you're making in the world. If people leave going, 'well, that was interesting. Don't really fully understand it.' Then you've missed the mark. It's a missed opportunity.” (06:29)

Book Recommendations:

“Death By Meeting” by Patrick Lencioni

Links:

Twitter: https://mobile.twitter.com/nick_kindler
LinkedIn: https://www.linkedin.com/in/nickkindler/?originalSubdomain=ca
Website: https://www.kindlerandcompany.com/
Book Link: https://www.amazon.com/Impact-Simplify-Transform-Perform-Presentations-ebook/dp/B096T3NQ8X/ref=sr_1_1?crid=89QPVKG0G2AM&keywords=impact+by+nick+kindle&qid=1661963412&sprefix=Impact+Nick+Kin%2Caps%2C225&sr=8-1

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/sfqTL2Z75do

The Hard Corps Marketing Show is sponsored and produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

marketing #leadgeneration #marketingstrategies

Ever run into an issue where you tell a really awesome story but, your delivery falls flat? This episode will make you become a better storyteller to prevent failing your best stories. Today’s guest is Nick Kindler, Founder of Kindler and Company, and he joins the host Casey Cheshire to share his 5 steps to being remembered for your storytelling skills for years to come.

Busted Myths:

People say to “just wing it” in any situation.

Takeaways:

One of the worst decisions you can make is to “wing it”. You will have more success if you plan and think about what you are going to do and say.
Do not miss your mark and opportunity to impress people. Plan out strategies and ways to entice them in.
The best way to communicate with your audience is to have an impact. You can do this by simplifying your story with a solid structure.
When communicating with someone, you want to make sure that you tell them twice and retell what you just were talking about to make them remember the impactfulness of your story.
The spine of a good story is having an environment, characters, conflict, raised conflict, and outcome. These are essential to a story that will draw in your audience.
Telling a well-planned story is the secret way to connect and engage with your audience in a way they’ve never been engaged with before.
Using emotional language with your story will help create a better understanding of your thoughts and ideas. By using emotional language in your story, you will connect more with your audience on a more personal level.

Quote of the Show:

“Why not help people understand what you stand for? What you're all about, what the work that you're doing, or the change that you're making in the world. If people leave going, 'well, that was interesting. Don't really fully understand it.' Then you've missed the mark. It's a missed opportunity.” (06:29)

Book Recommendations:

“Death By Meeting” by Patrick Lencioni

Links:

Twitter: https://mobile.twitter.com/nick_kindler
LinkedIn: https://www.linkedin.com/in/nickkindler/?originalSubdomain=ca
Website: https://www.kindlerandcompany.com/
Book Link: https://www.amazon.com/Impact-Simplify-Transform-Perform-Presentations-ebook/dp/B096T3NQ8X/ref=sr_1_1?crid=89QPVKG0G2AM&keywords=impact+by+nick+kindle&qid=1661963412&sprefix=Impact+Nick+Kin%2Caps%2C225&sr=8-1

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/sfqTL2Z75do

The Hard Corps Marketing Show is sponsored and produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

marketing #leadgeneration #marketingstrategies

None

The big 300 is here today! What a great year it's been with so many memories and guests. We have learned from all kinds of people on this show, it has really been a wonderful time. Today to celebrate, we picked the top 10 episodes chosen by you the listeners. Thank you to those for coming on this podcast and thank you for tuning in to our weekly posts. Please enjoy this episode of some great throwbacks.

Takeaways:

If there is an item you want to sell, you must talk about it in full detail so your buyer becomes fully invested in the product. If you don’t, there will be no sale.
Your brand helps show your customers, values, and what you as a company believe in. That's what makes your business stand out from everyone else.
Never be afraid to pull up your chair and ask if your client needs any more help. It shows them that you are willing to invest time into their needs which will help build a relationship.
When going into a meeting or interview, never go straight into the “I know this, I know that” stance. Tell them what you thought was interesting about either the client or the company.
You always want to acquire and keep the best company and employers. By having the best of the best, your company will succeed past all of your competitors.

Quote of the Show:

“It's because of your listens, like literally you right now, listening to this, showed up on the stats as a number. And that just encouraged me to like keep going. I love connecting with the people that I get a chance to interview and, it is almost like a multiplier effect knowing probably several other people on the planet are learning too at the same time. So it's been an honor and a privilege.” (00:50)

Links:

Twitter: https://twitter.com/caseychesh?lang=en
LinkedIn: https://www.linkedin.com/company/ringmasterlive/
Website: https://ringmaster.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show

The Hard Corps Marketing Show is sponsored and produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

marketing #leadgeneration #marketingstrategies

The big 300 is here today! What a great year it's been with so many memories and guests. We have learned from all kinds of people on this show, it has really been a wonderful time. Today to celebrate, we picked the top 10 episodes chosen by you the listeners. Thank you to those for coming on this podcast and thank you for tuning in to our weekly posts. Please enjoy this episode of some great throwbacks.

Takeaways:

If there is an item you want to sell, you must talk about it in full detail so your buyer becomes fully invested in the product. If you don’t, there will be no sale.
Your brand helps show your customers, values, and what you as a company believe in. That's what makes your business stand out from everyone else.
Never be afraid to pull up your chair and ask if your client needs any more help. It shows them that you are willing to invest time into their needs which will help build a relationship.
When going into a meeting or interview, never go straight into the “I know this, I know that” stance. Tell them what you thought was interesting about either the client or the company.
You always want to acquire and keep the best company and employers. By having the best of the best, your company will succeed past all of your competitors.

Quote of the Show:

“It's because of your listens, like literally you right now, listening to this, showed up on the stats as a number. And that just encouraged me to like keep going. I love connecting with the people that I get a chance to interview and, it is almost like a multiplier effect knowing probably several other people on the planet are learning too at the same time. So it's been an honor and a privilege.” (00:50)

Links:

Twitter: https://twitter.com/caseychesh?lang=en
LinkedIn: https://www.linkedin.com/company/ringmasterlive/
Website: https://ringmaster.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show

The Hard Corps Marketing Show is sponsored and produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

marketing #leadgeneration #marketingstrategies

Building a brand can be complicated, but on this episode of The Hard Corps Marketing Show today’s guest is a brand expert, a writer, and was voted Top 20 Australia Personal Branding Expert to watch. Louise Booth is the founder of Hudson Digital. Louise joins the host Casey Cheshire to share some of her tips on how to build a quality personal brand.

Busted Myths:

Most businesses focus on corporate brand strategy but do not consider the value of personal branding.

Takeaways:

If you build your personal brand, visibility online, and credibility, more opportunities will come your way. Personal branding can help define what you want to do in a job instead of competing for an off-the-shelf job.
If you are a business owner, building your team's personal brands can make a big difference. Being able to share expertise, education, and video content through personal branding can produce more revenue than regular advertising.
On social media, you can identify yourself as an influencer, celebrity, entertainer, celebrity authority, or curator. As one of these archetypes, you can use personal branding as a way to gain credibility and showcase your expertise.
Building emotional connections online can bring great context to your followers. Telling people personal stories can help build a connection with your audience.
Going through a personal brand strategy can help you see the gaps in your online personality. It allows you to create a vision and see what you want to achieve in your career.
If you want a breakthrough with your content, you need to have a single-minded message connected to you.
To build your personal brand successfully, you go through value proposition, brand identity, content strategy, and reach.

Quote of the Show:

“If people don’t know about you, they can’t buy from you” - Louise Booth

Links:

Facebook: https://www.facebook.com/louise.booth4
LinkedIn: https://www.linkedin.com/in/louise-booth-3a71796/
Website: https://gohudsondigital.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/vitpgupoqQw

Building a brand can be complicated, but on this episode of The Hard Corps Marketing Show today’s guest is a brand expert, a writer, and was voted Top 20 Australia Personal Branding Expert to watch. Louise Booth is the founder of Hudson Digital. Louise joins the host Casey Cheshire to share some of her tips on how to build a quality personal brand.

Busted Myths:

Most businesses focus on corporate brand strategy but do not consider the value of personal branding.

Takeaways:

If you build your personal brand, visibility online, and credibility, more opportunities will come your way. Personal branding can help define what you want to do in a job instead of competing for an off-the-shelf job.
If you are a business owner, building your team's personal brands can make a big difference. Being able to share expertise, education, and video content through personal branding can produce more revenue than regular advertising.
On social media, you can identify yourself as an influencer, celebrity, entertainer, celebrity authority, or curator. As one of these archetypes, you can use personal branding as a way to gain credibility and showcase your expertise.
Building emotional connections online can bring great context to your followers. Telling people personal stories can help build a connection with your audience.
Going through a personal brand strategy can help you see the gaps in your online personality. It allows you to create a vision and see what you want to achieve in your career.
If you want a breakthrough with your content, you need to have a single-minded message connected to you.
To build your personal brand successfully, you go through value proposition, brand identity, content strategy, and reach.

Quote of the Show:

“If people don’t know about you, they can’t buy from you” - Louise Booth

Links:

Facebook: https://www.facebook.com/louise.booth4
LinkedIn: https://www.linkedin.com/in/louise-booth-3a71796/
Website: https://gohudsondigital.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/vitpgupoqQw

On this week’s episode, the god of gifs and JPEGs, and Co-Founder of Vidu, William Holden joins the host Casey Cheshire to talk about leads. Will dives into what makes a good lead and how to prioritize your time to make it effective. Will explains the importance of having good working relationships and how productive it can be for yourself and many other colleagues.

Busted Myths:

Not all leads are created equal.

Takeaways:

Even when there is a common definition, from a marketer and seller's perspective, there can be discourse around what a good lead is.
Feedback is important because at any point in time, we’re going to need to accept that some leads get more time and attention than others.
A sign of a mature seller is the acceptance that we're not going to be able to go full-blown one-hundred percent effort on everything.
Having strong and healthy relationships in the sales world can take your leads a long way.
To become a great salesperson you have to know the value of time. As the leads get warmer and warmer you interact with them on a frequent basis.
Have open and honest conversations about the quality of leads and have actionable takeaways to make those leads better.
If you’re not going to have good leaders that get along well, you will not produce good leads. The leads you have are only as good as the leaders at your company.

Quote of the Show:

“Buyers don't care until they know that you do.” (55:22)

Links:

Twitter: https://twitter.com/williamvholden
LinkedIn: https://www.linkedin.com/in/vidu-will/
Website: https://www.vidu.io/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/TXHull2IVbg

On this week’s episode, the god of gifs and JPEGs, and Co-Founder of Vidu, William Holden joins the host Casey Cheshire to talk about leads. Will dives into what makes a good lead and how to prioritize your time to make it effective. Will explains the importance of having good working relationships and how productive it can be for yourself and many other colleagues.

Busted Myths:

Not all leads are created equal.

Takeaways:

Even when there is a common definition, from a marketer and seller's perspective, there can be discourse around what a good lead is.
Feedback is important because at any point in time, we’re going to need to accept that some leads get more time and attention than others.
A sign of a mature seller is the acceptance that we're not going to be able to go full-blown one-hundred percent effort on everything.
Having strong and healthy relationships in the sales world can take your leads a long way.
To become a great salesperson you have to know the value of time. As the leads get warmer and warmer you interact with them on a frequent basis.
Have open and honest conversations about the quality of leads and have actionable takeaways to make those leads better.
If you’re not going to have good leaders that get along well, you will not produce good leads. The leads you have are only as good as the leaders at your company.

Quote of the Show:

“Buyers don't care until they know that you do.” (55:22)

Links:

Twitter: https://twitter.com/williamvholden
LinkedIn: https://www.linkedin.com/in/vidu-will/
Website: https://www.vidu.io/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/TXHull2IVbg

What do your lead gen efforts look like? If you’re focused on impressions instead of the number of quality leads brought in or your CPL, then you really need to hear this episode as soon as possible. This week’s special guest, Wes Mathews, is the Co-Founder of High Level Marketing, a prolific entrepreneur, and a true marketing thought-leader. Wes shared invaluable and actionable insights to help your company understand the metrics that drive leads, how entrepreneurs should approach their sales and marketing budgets, and how to scale your company using your CPL.

Busted Myths:

Impressions as a metric are BS. It doesn’t matter that a million people see your ad if none of them take an action and convert. So many marketing companies sell prospects on the number of impressions they’ll get but then neglect to bring in quality leads.

Takeaways:

The way to generate quality leads is to first put in the work to really define the target audience, create a clear CTA (Call To Action), and then get that ad in front of that perfect audience.
It’s crucial to know your CAC (Customer Acquisition Cost) and how many leads you need so that you can work backward from there with your forecasting, budgeting, and strategizing.
If you have a conversion rate of 25% and you’re paying $250 per lead, to close just one deal, the CAC is $1,000.
Measuring what each of your campaigns is actually doing will help you make sure that you are getting the most bang for every dollar from your marketing budget.
It’s important to make leads feel comfortable, rather than stupid for not understanding how your company works. It’s so much better for them and your relationship with them if you actually educate them.
Try allocating 10-15% of a gross sale towards sales and marketing. The rule of thumb is to keep that sales and marketing costs below 20% of a gross sale.
If your customer doesn’t what they’re looking for and isn’t open to learning, you really won’t be able to add any value for them and at that stage, they’re probably not the right for you.

Quote of the Show:

“Impressions are bullshit” - Wes Mathews

Links:

LinkedIn: https://www.linkedin.com/in/wesleymathews/
Website: https://www.highlevelmarketing.com/about.html

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube:

The Hard Corps Marketing Show is sponsored and produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Today’s guest is a jack of all trades in the business world. He is a visionary entrepreneur and an innovative thought leader. Jordan Ostroff is the President of LegalEase Marketing, Managing Partner of Jordan Law, and Board Member of Big Brothers Big Sisters of Central Florida. He dives into the depths of cold calling, how to deal with it and why it's not effective. Being an attorney and owner of a marketing company he has unique perspectives on the mindset he has to have working with his two different businesses.

Busted Myths:

“Cold spam, cold outreach, all that stuff is the f****ing worst. And I don't know who sold you on some mass tactic, but it's awful and it’s ruining your brand and long-term success.”

Takeaways:

It's easy with cold calling and messaging for marketing companies to have a big list to send out to gain leads. But in reality, it's about making a quick dollar at the expense of a lot more money and success down the road.
Cold calling and messaging do not resonate with your customers.
Marketing comes down to three things: your ideal client, some sort of pull, for example your brand, and how to win people over at scale.
Have a strong foundation of who you want to work with and what events can provide you ROI based on your ideal clients.
As a lawyer, Jordan’s brand is “a lawyer with a life”. His firm focuses on work-life balance and wants to attract the same type of clients.
Being unique in the work world is having three to five unique selling propositions, you’ll know that it's right when nobody fits all of them.
First step for branding is being memorable, whether they form a positive or negative opinion about you, they know you exist.

Quote of the Show:

“It's never gonna be easy, but it should be simple” - Jordan Ostroff

Links:

Twitter: https://twitter.com/lawyerwithalife
LinkedIn: https://www.linkedin.com/search/results/all/?keywords=jordan%20ostroff%2C%20esq.&origin=RICH_QUERY_TYPEAHEAD_HISTORY&position=0&searchId=b234744b-e46b-4269-b168-41e1b78cb6d5&sid=s5W
Website: http://legaleasemarketing.com/ & https://www.jordanlawfl.com/
Podcast: https://podcasts.apple.com/us/podcast/lets-get-up-to-business/id1464147178

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/ikFgS9sLJoc

A video has a bigger impact on marketing than most realize. Who better to shine a light on this topic other than Isaac Miranda, Video Marketing Strategist, Entrepreneur, and Managing Partner at TRO Video Production. Isaac joins host Casey Cheshire to talk about how impactful a video is to everyday life and maximize your knowledge on video marketing.

Busted Myths:

If you have problems in your business, solve your business problems with a video, stop treating it like a website.

Takeaways:

The rate of online consumption across a video is at a high of 70%
Step one is to identify a business problem and what do we do about it.
The vocals put into a video will either make or break a video. Soundtracks are supposed to add, not take away from a video.
Action is everything, do something.
An expensive camera doesn't necessarily equal a good video. Good shooting and production and even writing have a higher value for a good video.
Video marketing is about solving problems.

Quote of the Show:

“The person you’re trying to persuade, they have to see themselves in that video or that story or that problem and it’s gotta happen in the first 10 to 12 seconds” - Isaac Miranda

Links:

LinkedIn: https://www.linkedin.com/in/isaac-miranda-310b1432/
Website: https://trovideoproduction.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/FGaIe1xB5zo

As the world ages, so do certain media practices. And when the world shut down due to the pandemic we saw the rise of digital media actually fall proving that traditional media is not dead and might never really die out. Today’s guest is Mary Ann Pruitt, CEO of Mosaic Media Agency. Pruitt is an entrepreneur, a marketing thought leader, a speaker, a writer, and a powerhouse in the world of media buying. She dives deeper into traditional media with host Casey Cheshire.

Busted Myths:

“Traditional media is dead”

Takeaways

The pandemic was the revival of traditional media and it is alive and well.
Traditional media platforms have become more popular with younger audiences and digital media became more popular with the older generation. Basically doing a total flip as we expected the younger generation to be more digital media and the older generation to be more traditional media.
Younger generations have more access to all types of music and music genres because of Spotify and knew about Spotify before their parents knew about Spotify allowing them access to “retro” bands.
The pandemic pushed the older generation ahead 10-15 years to use digital media platforms. And this created new habits.
Finding the right target audience/target consumer might sound basic but it is the pivotal and key part in any kind of marketing strategy.
To find the perfect target consumer you need to ask “dating general” questions to get to know them in a non-creepy way.

Quote of the Show:

“Traditional media is not dead and we can't ignore it because we actually have the younger audience discovering it as if it's new.”

Links:

Twitter: https://twitter.com/MaryAnnPruitt
LinkedIn: https://www.linkedin.com/in/maryann-pruitt
Website: https://mosaic.agency/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show

YouTube: https://youtu.be/kT3vHsSPwLs

Are you living your branding? Or is your branding just a collection of graphics and slogans?

Today's guest is a serial entrepreneur, world-renowned brand strategist, thought leader, speaker, and author of Branding Like The Big Boys. Martin Thoma is Co-Founder and Brand Leadership Strategist at Thoma Thoma. Martin joins Casey Cheshire on this week’s episode of the Hard Corps Marketing Show to discuss the realities of what it means to brand yourself and how to use brand leadership to develop more robust emotional connectivity to your customers.

Busted Myths:

Branding is not a marketing communications activity. It is a leadership discipline.

Takeaways

Branding is more than a name, logo, design standards, or marketing campaign. It is a leadership discipline.
Branding is the expression of your company at its essence
At the end of the day, the CEO is the steward of the brand.
A good brand helps attract talent, new customers, and drive the company's overall success.
Being unique is a high bar. Even if you are the first and only, if you are successful, in a year there will be 2 or 3 more companies like you.
Live your brand. At the end of the day everything you do should be an expression of your brand.
The Brand Leader drives a powerful culture driven by core values that are anchored in the brand.

Quote of the Show:

“You can't get the right answers if you're asking the wrong questions.” - Martin Thoma

Links:

Twitter: https://twitter.com/martinthoma
LinkedIn: https://www.linkedin.com/in/martinthoma/
Website: https://thomathoma.com/
Book Link: https://www.amazon.com/Branding-Like-Boys-Martin-Thoma/dp/7770057973

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/5q8OkX2w23Q

In an effort to make your business stand out, have you accidentally made yourself more similar to your competition? Today's guest is a serial entrepreneur, marketing thought leader, and skilled manager with more than 20 years of marketing and consulting in the staffing industry. David Searns is the Co-CEO of the Haley Marketing Group. David sits down with Casey to discuss how you can more effectively brand yourself, and how to use your mission, vision, and values to stand out.

Busted Myths:

“Differentiation. It's bullshit. Boom.”

Takeaways

When highlighting things to market, focus on things that deliver measurable value and matter to your customer.
Differentiation is multi-layered - Procurement, HR, and an Owner are all going to have different metrics of success for the same employee.
A one size fits all message likely resonates with no one
Differentiating pricing doesn't mean discounting pricing, it means changing how people pay for what you do.
The origin story/ reason the founder founded the company helps define your differentiation.
You need to establish your product, pricing, and distribution before you focus on promotion. Once those 3 things are established, figuring out your promotion strategy will come more easily.
Before working with a client, do some background research on the industry. What's going on, who are the leading experts, and what are the biggest problems?

Quote of the Show:

“Marketing is the cost of having an undifferentiated product” - David Searns

Book Recommendations:

Vivid Vision - Cameron Herold
Building a StoryBrand - Donald Miller
They Ask, You Answer - Marcus Sheridan
No BS Series - Dan Kennedy

Links:

Twitter: https://twitter.com/DavidatHaley
LinkedIn: https://www.linkedin.com/in/davidsearns/
Website: https://www.haleymarketing.com/
Book Link: https://www.haleymarketing.com/haley-resources/ebooks/
Podcast: https://www.haleymarketing.com/haley-resources/secrets-of-staffing-success-podcasts/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/MEdmHAA0dDM

Today's guest is a sales leader, a thought leader, and a speaker on topics like sales methodology, sales training, and the cost of inaction. Jen Allen is the Chief Evangelist at Challenger and the host of winning the challenger sale podcast. Jen joins Casey on the show this week to talk about challenging your buyer's beliefs, and how to show the customer the cost of inaction.

Busted Myths:

Your sellers are entering into your CRM, and are telling you that you are losing to budget, timing, and competitors, and you are 100% being misled.

Takeaways

What you are most often losing to is the customers' gut feeling.
ROI doesn’t solve the problem COI (Cost Of Inaction) does. What is at risk if I do nothing?
One of the biggest mistakes you can make with decks is spending too much time trying to wow the customer about you.
There are zero excuses for not knowing what a business cares about today.
Before you can reframe someone's belief system, you have to get them talking to you and leaning into you, and seeing that you're credible in order to earn the right to reframe them.
Leading a sale with what your client is doing wrong is a quick way to not close a sale.
Selling is not about how quickly you can place an order, it is about getting a customer to look at their company and realize they have a need for something they didn't think they did.

Quote of the Show:

“I am a big believer that I should not be having the customer tell me anything that's publicly available.” - Jen Allen

Links:

Twitter: https://twitter.com/JenAllenCEB?s=20&t=rMpV6IeJgbXDr5mVPLko3Q
LinkedIn: https://www.linkedin.com/in/jenniferallen1121/
Website: https://www.challengerinc.com/
Podcast: https://www.challengerinc.com/podcast/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/ivVA4kQH-Wk

Today's guest is a marketing strategist, a thought leader, an entrepreneur, and a certified Facebook ads expert. Joining me this week is Stirling Gardner, the Creator of Launch Perfect and CEO of Stackt Digital. In this episode, we talk about reframing your mindset around the sales pitch, working with clients who want to work with you, and the changing landscape of marketing events.

Busted Myths:

Don’t just explain what someone needs, explain how you do it.

Takeaways

People will be more likely to buy from you if you give them the value of your skills up front.
Give people enough info up front to give them an “aha” moment, but not so much that they don’t need you to teach them more.
Clients are looking for your help! Don’t spend too much time overselling them on why they need your help. Focus on demonstrating your skills and abilities.
You can sort consumers into 3 main groups: The Overwhelmed Consumer, The Activist Consumer, and The Influenced Consumer.
Don’t be afraid to look for a mentor.
It’s important to take care of yourself and create an environment that fosters the well-being of others.
Overdelivering ≠ over teaching. It’s important to go that extra step for your clients, but if you swamp them with details, that is a quick way for them to tune out.

Quote of the Show:

“The thing that you think you are called to do may not be a calling. It may be a push from your ego.” - Stirling Gardner

Shout Outs:

Phillip Stutts: 3 types of consumers

Book Recommendations:

So Good They Can’t Ignore You - Cal Newport https://www.amazon.com/Good-They-Cant-Ignore-You/dp/1455509124

Links:

LinkedIn: https://www.linkedin.com/in/stirlinggardner/
Website: https://stacktdigital.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/_lBLmrvl3Iw

So Good They Can't Ignore You: Why Skills Trump Passion in the Quest for Work You Love

Today's guest is a digital marketing expert, a speaker, a brand management consultant, a serial entrepreneur, and an Army vet. He’s an expert in online presence management, social media management, website design, and SEO reputation management. Joining us on the show this week is the CEO and founder of Smart Marketing, Paul Mackiewicz. In this episode, we sit down, bust some marketing myths, and talk about how you can take the pain out of curating an online presence.

Busted Myths:

Myth: It's difficult to manage online marketing. So many people think that there are these massive time constraints around it, but what's fantastic is we live in a world where we have tools that can reduce the amount of time that you have to spend on this down to a couple of hours.

Takeaways:

Online marketing doesn't need to be difficult. Use the tools out there to cut down on the time it takes to run your online presence.
Figuring out who you are, and what makes you/your brand different is a key to online success.
Fear of being judged is an important barrier to overcome when creating your online presence.
Digital marketing is all about the emotional response customers have when they view your brand. A strong negative emotional response can easily turn away a potential customer.
Follow up with the good and bad reviews. Following up with a good review is a great way to elevate that customer's experience, and get them to recommend your business to others. Following up with a negative review lets you show potential customers that even when things go wrong, you are willing to work to make them right.
You aren’t what happens to you in life, you are how you react to what happens to you in life, online marketing is no different.
Embrace your network, you don’t need to be self-reliant all the time.

Quote of the Show:

“You aren’t what happens to you in life, you are your reaction to what happens to you in life.” - Paul Mackiewicz

Shout Outs:

eBrand/ZMOT Expert Dashboard

Links:

LinkedIn: https://www.linkedin.com/in/zmotexpert/
Website: https://www.hashtag-smart.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/AK5px0o6loI

The solutions available to marketers are always evolving through new innovation and integration and finding the right tool can seem like an immense chore. Thankfully, Scott Brinker, the creator of the MarTech 5000 and VP of Partner Ecosystem at HubSpot, has literally created the map of the MarTech wilderness and is here to guide you through it. Get ready to learn about how MarTech is both expanding and consolidating at the same time, why marketers revolve through the same channels over and over, and where the buyer’s emotions in B2B sales come from.

Busted Myths:

The marketing technology industry is both being consolidated and expanding at the same time. The MarTech industry can be thought of as a very long tail with large companies at the head of the tail and further down the tail the smaller the companies get.
Companies viewing the MarTech landscape do not have to make the binary decision to either go with a suite of tools from one vendor or find the best of breed for each solution. Most MarTech companies have made their products easy to integrate.

Takeaways

Emerging MarTech companies need their solutions to be able to integrate with their prospects’ core marketing automation systems. This has become a priority for them as the industry has evolved over the last decade.
Because marketing needs to look at the bigger picture of the organization and have a view of the other departments, marketing also needs to be aware of, and have knowledge of, the tools that those other departments are using.
In the endless quest to break through the noise, marketers end up revolving through channels and tactics to find what is actually getting through at that point in time.
Although the tool may be considered “sales enablement”, it is often the responsibility of marketing to build out the content within for sales to use. Because marketing creates the content, they can ensure consistent messaging throughout all of the materials.
The pandemic forced many salespeople to creatively engage prospects through a variety of digital channels such as video calls, online chats, virtual office hours, and social media.
Your inbound marketing strategy needs to be built around the core idea that you don’t have to constantly sell your solution. If you actually help and educate prospects, when they go to make a decision, you are more likely to be in their consideration set.
Closing a B2B sale is very emotional for the buyer. B2B buyers consider factors that can include their job risk, the support of their peers, the politics of the decision, and many more.

Quote of the Show:

“We live, in MarTech, in a world of platform ecosystems” - Scott Brinker

Shout Outs:

Frans Riemersma - Founder of MartechTribe
Anyvoo - Virtual backdrop company
Jill Rowley - B2B Sales and Marketing thoughtleader
Gordon Hotchkiss - President at OOMG Consulting
Clayton M. Christensen - Creator of “Jobs To Be Done” Framework

Links:

LinkedIn: https://www.linkedin.com/in/sjbrinker/
Twitter: https://twitter.com/chiefmartec
Blog: https://chiefmartec.com/
MartechMap.com: https://martechmap.com/int_supergraphic
Company website: https://www.hubspot.com/
The MarTech Show: https://youtu.be/2Fw98UGrCpA
Hacking Marketing: https://www.amazon.com/Hacking-Marketing-Practices-Smarter-Innovative/dp/1119183170/ref=asc_df_1119183170/?tag=hyprod-20&linkCode=df0&hvadid=312128454859&hvpos=&hvnetw=g&hvrand=439765734653661185&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9002280&hvtargid=pla-448831158462&psc=1
2022 Martech Landscape: https://chiefmartec.com/2022/05/marketing-technology-landscape-2022-search-9932-solutions-on-martechmap-com/
2020 Martech Landscape: https://chiefmartec.com/2020/04/marketing-technology-landscape-2020-martech-5000/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/e-N3g84Kbtw

Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative

What does branding mean to your company? Christian Klepp is the Co-Founder and Director of Client Engagement at Einblick Consusulting and a expert on everything branding. Christian is also the host of B2B Marketers on a Mission podcast. Christian destroys misconceptions on what businesses need in order to do branding correctly, when the right time to focus on branding is, and what a brand truly is.

Busted Myths:

B2B businesses need to stop thinking about branding as a nice to have that they can focus on more later when they have more money.
Just because you have salespeople does not mean you don’t need branding. Salespeople and branding are two very different things of which businesses need both.
A brand is not your logo, website, ad, or swag, these are just results of branding.

Takeaways

Branding provides a company with its “blueprint”. Without the blueprint, the team that is building the house won’t know what the house is supposed to look like, even though they may be very skilled at what they do.
Branding forms the strategic framework which is needed for every aspect of the business, from marketing to sales and beyond.
While marketing should have a firm grip, branding requires a larger, collective responsibility within the organization.
B2B companies have been undergoing shifts for the past five years because certain longstanding methods and practices have become less effective due to digitalization, new market entrants, and competitors.
Results for brand effectiveness cannot be tracked using the same way that sales are tracked. Branding is an investment that is made now in order to reap long-term gains.
Your brand is a collection of perceptions that your customers, stakeholders, and partners have of your company, your product or service, and your company’s values.
Branding starts with a verbal expression of the brand. This begins with the mission, vision, and values of the brand. Then consider your positioning, or the perception you want others in the market to have about your company. Next, examine your value proposition, that is, what you are delivering to your customers that is of value to them.
To decide whether something is of value to your customers, determine if it is helpful, useful, and meaningful to them. You can use HUM as an easy way to remember this.
When determining what clients to target, consider which accounts have been the most profitable for the company, have worked with the company the longest, and have recommended the company and its services to others?
To do branding correctly, you need to answer these two questions. Who is your target audience? Why are they the right fit for what you offer? Then research the market to understand where your customers search for answers. Finally, talk to your customers!
The B2B buyers’ journey is complex, so it’s important to know which stakeholders are involved at each step. Categorize your stakeholders as champions, influencers, and blockers. Each stakeholder will care about different things, so message accordingly.

Quote of the Show:

“A brand is a living, breathing thing” - Christian Klepp

Shout Outs:

Mark Stouse - Episode 85 of B2B Marketers on a Mission: https://youtu.be/UliiB4eseV8
David McClean

Book Recommendations:

Building a Story Brand by Donald Miller

Links:

LinkedIn: https://www.linkedin.com/in/christian-klepp-einblickconsulting/
Podcast: https://www.einblick.co/podcasts
Company website: https://www.einblick.co/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/I-UxZXGWXlo

Increase the efficiency of your marketing efforts without needing a massive budget, a giant team, or a household brand. Cameron Heffernan is a marketing industry expert and is flipping the script on marketing thought. This episode features some great discussion around what your content should provide your audience with. You’ll hear about fostering curiosity amongst your team, how to understand your audience, and learn the three basic components of marketing.

Busted Myths:

You don’t need an enormous budget, a huge team, or a well-known brand to do marketing correctly.
If you are confident in your product-market fit and what you are offering to the market, you shouldn’t be afraid to show your competitors that information.

Takeaways

Most of marketing relies on knowledge that is easy to learn on your own if you are curious and willing to put in the time. Marketers need to develop that curiosity within their teams.
Your marketing efforts need to be creative, engaging, and genuine. It doesn’t cost more to infuse these three things in your marketing but it does make it much more effective.
Your content should be something that consumers actually want. You need to provide them with value multiple times before asking for something from them in return. Give people value without expecting anything in return.
You need to have a deep understanding of your audience in order to provide them with content that actually has value to them. Understand the full scope of your B2B customers’ businesses and also what their customers are looking for.
Using surveys can be an effective way to learn about your customers and it doesn’t have to be an overly complicated process. Even three questions on social media can provide you with valuable insights into your customers.
Marketers need to look for opportunities that have hidden value, even if they clash with convention. Using different tactics will help marketers become more efficient.
There are three simple components to marketing which can be simplified down to getting the right message to the right people at the right time. Hold off on sending the message until you have metrics in place to measure its success.

Quote of the Show:

“It doesn’t really cost you more to be creative” - Cameron Heffernan

Shout Outs:

How I Built This - Podcast
Brian Gabrielson

Book Recommendations:

Who by Geoff Smart and Randy Street
Jab, Jab, Jab, Right Hook by Gary Vaynerchuk
Inc. Magazine

Links:

Twitter: https://twitter.com/cameronInPR
LinkedIn: https://www.linkedin.com/in/cameronjh/
Website: https://www.newgigsolutions.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/mBVm5LrgxhU

So many teams want to start generating leads before getting any kind of marketing plan in place, but that leads to sales and marketing getting misaligned. Natalie Nathanson is here to help realign your company and streamline the planning process so you can crush your objectives. Get ready to learn about the Three M’s your marketing plan needs to have, how to use data for informed execution, and reach your audience with content in their favorite format.

Busted Myths:

You need a marketing strategy in place before trying to generate leads! Without a game plan, you’ll get stuck in a cycle of wasting time and resources. When people want to skip creating a plan, it’s likely prompted by a lack of understanding of marketing.

Takeaways

In B2B marketing especially, terms can have different meanings to sales and marketing which can lead to misalignment on the goals and methods. Make sure everyone has the same understanding of what qualifies as a lead.
Creating a marketing strategy for your company should address both the short-term needs of the company and the long-term initiatives that push the company where it wants to go.
When creating a good marketing strategy for an initiative, you need to know the Three M’s which are the market being targeted, the message of the initiative, and the mechanism to run the initiative.
The length and format of a marketing plan really depend on the scope of the initiative, however, it should always answer what needs to be deployed and what does success look like?
Using informed execution relies on testing smaller ideas to provide initial indicators of what’s working during the planning phase of a campaign so that once it is time to execute the larger plan, it can be based on the data from the prior experiments.
Your marketing plan needs to be flexible to accommodate the blistering pace of change in the world of marketing.
Create good content in the format that your audience prefers to consume content in whether it be written, video, podcast, etc.

Quote of the Show:

“Long gone are the days of putting together a 12-month roadmap and then executing one month at a time until you get to the end” - Natalie Nathanson

Shout Outs:

Women Presidents Organization
Entrepreneurs’ Organization
The Marketing Book Podcast
The Trojan Horse Affair Podcast

Book Recommendations:

Getting Naked by Patrick Lencioni

Links:

LinkedIn: https://www.linkedin.com/in/natalienathanson/
Email: natalie@magnetudeconsulting.com
Twitter: https://twitter.com/nnathanson
Company website: https://www.magnetudeconsulting.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/hIAZvYFp5zg

It’s time to move on from the worn-out advertising practices of the past and look for ways to entertain consumers, rather than annoy them. Zack Slingsby is a leading voice in the growing world of branded content and will fill you in on what you're missing out on. You’ll get the inside track on designing, creating, and deploying evergreen content for your brand. Buckle up for a wild ride into the future of advertising as you explore how to create stories, build connections with consumers, and build out the long-term strategy for your marketing.

Busted Myths:

If you want to sell a product, you can do a lot more than just talk about your product and every single feature of it. “You won’t convince people with adjectives.”
The “Mad Men” era is over. You can’t expect success from just running commercials like in the 1960s-90s, you need to put on a show for people. Without adapting, you are burning your ad spend.

Takeaways

Brands can build more loyalty with consumers if they genuinely entertain them through engaging branded content. This bypasses the traditional model of brands needing to interrupt the consumers’ leisure activities with annoying ads.
Traditional ad content has a relatively short shelf life when it can produce ROI, and once it expires, that company has to go through all of the same pains to create new short-term ad content. Longer form branded content possesses much stronger staying power.
Creating a story is different than creating an ad. A story is not about a product. A story is fundamentally about people. Your story should be appealing to human beings and should speak to them as such, instead of as customers.
The difference between a story and a plot is that a story recounts events that happened, whereas a plot conveys how the consequences of one event lead to another event.
While effective in the short term, your brand needs more than product differentiation for its long-term survival.
Avoid getting caught in the trap of thinking that your content has to be very short. If it’s compelling enough and speaks to people as people, the audience will enjoy consuming it regardless of length.
If you’re trying to jam a narrator speedreading a big script into a 20-second piece of content, you aren’t actually trying to entertain your audience. Good content should be allowed to breathe.

Quote of the Show:

“Now, brands are turning out to be these stages for creativity” - Zack Slingsby

Shout Outs:

JustSo - Content creation team that works with Red Bull
Aspects of the Novel by E. M. Forster
Mark & Jay Duplass - Independent filmmakers

Links:

LinkedIn: https://www.linkedin.com/in/zack-slingsby-702461164/
Email: zack@humanfactormedia.co
Company website: https://humanfactormedia.co/
Why Aren't You Famous: Silent Teaser: https://youtu.be/wDHDQC-Tjo0
Company Projects: https://humanfactormedia.co/our-work/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/f1ROd5olAV4

Grow your website’s traffic and your company’s sales by understanding the nuances behind using affiliate marketing. Brook Schaaf is an industry expert and is breaking down the walls around what affiliate marketing really is. In this episode, you’ll learn about the extent of how impactful offering coupons can be, the changing ways that consumers shop, and how to implement affiliate marketing for your company.

Busted Myths:

Coupons and rewards sites do add value and merchants should work with them. It’s too simple to say that the customer would have bought anyway without the coupon or affiliate marketing program.
Affiliate marketing is a huge ecosystem that is more than just coupons and reward programs. Consumer reports and Wirecutter are examples of affiliate marketing in the form of “commerce content”.

Takeaways:

Customers today are always on the lookout for deals, especially when shopping online, with 69% of millennials not completing a purchase until after searching for a deal. Coupons have been shown to decrease shopping cart abandonment and raise cart size.
The established deal sites, such as Honey or Rakuten, have an immense amount of traffic and many consumers begin their searches there. By working with these sites, your company will have access to that existing traffic.
People from all socioeconomic backgrounds love to find deals. For some, it is more need-based, while others find it to be a competitive outlet.
For a merchant to begin using affiliate marketing, they need to choose a tracking provider, then hire a program manager, choose the type of affiliates they want to work with, figure out the commission structure, and settle on a discount strategy.
Your discount strategy should be more dynamic than a single, evergreen coupon. You can use gift with purchase, credit with purchase, percentage off with a certain cart value, discount a specific product, etc. Get creative and get dynamic with your discounts.
For affiliates, the industry around affiliate marketing has evolved over the last decade or two. At first, it relied on some quirky misfits, however, it has become very corporate as the money behind it has grown drastically.
More than with any other channel, the merchant can control the terms, level of commission, etc. of an affiliate program.

Quote of the Show:

“People play different games for different prizes. You’ve got to figure out their game and figure out their prize” - Brook Schaaf

Book Recommendations:

The City of God by Saint Augustine
More Than Words by John Howard
Attached by Amir Levine and Rachel S. F. Heller
The Way of the Superior Man by David Deida
Online Great Books - Bookclub
The Bible in a Year - Podcast

Links:

LinkedIn: https://www.linkedin.com/in/brookschaaf/
Email: brook@fmtc.co
Website: https://www.fmtc.co/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/2UIyBx6hlwE

Get your content strategy on the right track to capture the right traffic and serve up the right leads to your sales team. Caleb Rule, The Great Filter, shares his perspective on the fierce debate around whether or not to gate your content and how this decision impacts revenue. Good luck trying to absorb everything Caleb has uncovered including which forms are evil and which aren’t, what data is the most valuable for your company, and how to make old content new again.

Busted Myths:

The “ungate all of your content” movement is overrated! It is not the end all be all that many have purported it to be. There are other things that you can do that will have a greater impact on revenue.

Takeaways:

Many of the influential voices online behind the movement to ungate all content are in the SaaS space. Oftentimes, their proposed solutions point back to their company’s product. Note, that the SaaS buyers’ journeys are much different than most industries.
Forms are not evil! The poor customer experience that companies provide alongside forms, such as content that is not valuable and spammy nurture campaigns that someone didn’t sign up for, are evil.
A good form should take 5-30 seconds to complete at the most. This is aided by the fact that an embedded form should be auto-completing from the browser cutting the time further. Think about what you really need from the form, it’s probably just their email.
Tracking without forms is not reliable, because it lets you see that people keep coming back to your website, but you don’t actually know who they are. Because of that, your Cost of Acquisition will rise from constantly remarketing to the same anonymous visitors.
If your company does not see marketing as a revenue driver, then your company has bigger issues. Similarly, do not just change your content strategy if there are bigger problems in your company that need to be fixed first.
First-party data is still the best kind of data you could have. This means that someone has voluntarily given you their information with the knowledge that you will contact them.
It’s important to know what your content is and make sure that it is worth the “cost” of someone giving you their information. You also need to know what content is influencing prospects and what isn’t. If the content isn’t impacting anyone, deleting it can help SEO.
Bundle your content! You can bundle together old content that is still relevant with new content. Repurpose old content that has performed well in the past into a different, fresh format.

Quote of the Show:

“If you fill out a form and the content is not worth the price that you paid, which is your information, that’s evil” - Caleb Rule

Shout Outs:

Chris Walker - Guest on HCM Show Episode #163
Angela Earl - Guest on HCM Show Episode #209
Latané Conant - Author of No Forms. No Spam. No Cold Calls

Links:

LinkedIn: https://www.linkedin.com/in/calebrule/
Website: https://ruleyourcompetition.com/
Website: https://www.pedowitzgroup.com/
Personal Website: https://calebrule.com/
Caleb’s Un-Gating VS Gating Blog Post: https://www.pedowitzgroup.com/examining-ungated-vs-gated-content/
Bundled Content: https://www.pedowitzgroup.com/resources/trending-topics/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/1AHb8eu_DnE

Start bringing higher quality traffic that will convert to your website all while ditching Cost per Lead as your main metric. Chris Mechanic is a bottomless well of web optimization strategies and is sharing how to better use existing ad platforms to boost your conversion. You’ll hear about implementing revenue driven optimization, bidding on customers instead of clicks, and cultivating post click experiences that generate valuable data signals.

Busted Myths:

Cost per Lead is a useless metric. Once a metric becomes a target it becomes useless. You need to elevate your stack to a point where you’re bidding on customers instead of clicks or impressions and use this to measure your programs.

Takeaways

Because of the amount of information that walled gardens and their algorithms have access to, you need to use them for optimization. In the long run, they will be much better at optimization than you trying to do it manually.
CEOs need to change their perspective from seeing marketing as an expense and a large cost center to seeing the profit center that it really is and can be.
To move on from CPL, there are a few different phases of maturity to go through. The first phase is mapping out your funnel at the most basic level and then looking at the costs of each outcome on highest spending platforms.
The second step is to think about the data signals being generated such as clicking an ad, activating a field, navigating a page, etc. These data signals can then be associated with a secondary funnel and fed back into the platforms to train the algorithms better.
Mark the data signals that are easy to access and track as green and those that are harder to get as red. Feed the easily accessible, green signals into the platforms to increase converting traffic.
When bidding on clicks, set up a “zombie scrubber” which uses a data signal to tell the platform that a specific click is not a zombie. Once the platform knows the click parameters and what zombies are, you can create a new campaign for not zombies.
Scroll depth is a great and easy way to determine if someone is a zombie or not. For smaller landing pages, set the scroll depth to 100% or set it to 25-50% for larger landing pages.
When developing landing pages, make them interactive and visual. When you ask questions on the landing page, make sure they are relevant to the context of the click and don’t contain PII.
Ask your sales team what questions they ask aside from name and email. When you create a landing page, ask those same questions to help your sales team gather more of the data they need for a lead. This will help you generate higher qualified leads.

Quote of the Show:

“If you can transcend to a point where you’re literally bidding on customers instead of on clicks and you’re measuring you’re programs that way, that is the holy grail right there” - Chris Mechanic

Shout Outs:

Dennis Yu

Book Recommendations:

Psycho-Cybernetics by Maxwell Maltz

Links:

LinkedIn: https://www.linkedin.com/in/chrismechanic/
Twitter: https://twitter.com/chrismechanic
Company website: https://www.webmechanix.com/
Podcast: https://www.webmechanix.com/3-minute-marketing/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/uPNck1mR7eE

Get ready to start engaging with your customers through your ideas rather than your product. Here to teach you about improving the effectiveness of your marketing is Ben Worthen. You’ll learn about what separates your idea store from your product store and why this provides more value to your customers. Prepare to find out what happens when you judge success by the outcome for the client, how to connect with your customers, and what your content desperately needs.

Busted Myths:

The best way to sell your product is not to just talk about your product! This is what 90% of advertising is today and people have gotten good at filtering out this noise. There are cases when this is effective, but on the whole it is used inappropriately. Talk about what people do with their lives when they aren’t in buying mode.

Takeaways:

So many in marketing are afraid of engaging in one on one conversations with their customers and would rather just try and cast a huge net and hope to bring in a few customers. Talk to your customers! Find out what they are interested in.
By engaging with your customers and focusing on what they really care about, you create a relationship with them outside of your product that you can foster and grow which will lead them back to you when they are ready to buy.
There are two questions customers ask when making a thoughtful purchase: 1. How does someone like me solve this problem that I can relate to?; 2.What information can help me make better decisions?
The story behind a brand is one of the deciding factors for many customers when they are comparing products which have the same or similar attributes.
The people who become repeat customers of your ideas will continue to come back to you and engage with other ideas of yours and will eventually become aware of your product and are more likely to purchase them.
When creating content, ask yourself, “who is going to care about this?” You should focus your content on providing the most value to the people who are going to consume it.
Talking about a vision of what’s possible is much more engaging to people than rattling off product attributes one after the other.
Content aimed at providing value to very knowledgeable customers, should be written as if they are hearing it from a peer. The content should be relatable to that target and correspond to their level of expertise on the topic. Avoid trying to make it very broad.

Quote of the Show:

“People who engage with your ideas are more likely to become customers of your product at some later point” - Ben Worthen
“Get people to think about success, not as, ‘did you sell something’, but ‘did you engage someone?’” - Ben Worthen

Shout Outs:

Ezra Klein Show - Podcast for the NY Times hosted by Ezra Klein
Imaginary Tent Company
Meta4 Time tracking Software

Book Recommendations:

Big Ponderously Long Biographies - Esteemed Author

Links:

LinkedIn: https://www.linkedin.com/in/benworthen/
Website: https://messagelab.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/IloTD7NcnZU

Creating content is something we have all at least put some time into, but many of us have never truly start and that is what Nick Bennett is here with us to talk about this week! Being a part of a team that allows you to feel empowered to create your own content is incredibly important, both for your team and yourself. Nick dives deep into what your content should be doing for you and how you can get started creating your own!

Busted Myths:

Employers are not empowering their employees to create content.

Takeaways

If you aren’t empowering your employees to create content then you are missing out on plenty of opportunities.
Creating your own content is a great form of personal branding and field marketing.
Content creation can act as a stepping stone from one opportunity to another.
It’s ok to start slow with creating your content, its not recommended to jump right into doing it every day from the start.
If you aren’t ready to start creating content then go find someone else’s and learn from it
If you’re the first person to consistently respond to the content that someone else is putting out, then you’re the first person everyone else sees too.
Content creation lets you create your own community that follow you, giving you new ideas and responding to what you have to say.

Quote of the Show:

“Creating content is all about creating your personal brand” - Nick Bennett

Links

Twitter: https://twitter.com/NickB2005
LinkedIn: linkedin.com/in/nickbennett1

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show

There is a lot of conversation going on about podcasts for B2B marketing, but is it hype? Is the success measurable? Aren’t there tons of them?

Done correctly, Podcasts actually have 100% measurable $ ROI and benefits beyond that.

The presenter is Casey Cheshire, B2B marketing author, thought leader, and prolific podcaster. With decades of experience as both a CMO and entrepreneurial CEO, Casey has helped hundreds of businesses connect with their biggest customers and achieve incredible growth.

By the end of this epic presentation, you’ll be able to answer these questions:

~Why are podcasts the secret weapon for B2B growth? ~Why the audience doesn’t actually matter ~What’s measurable and what isn’t? ~What is the direct client acquisition strategy? ~What is the indirect client acquisition strategy? ~Is it true this will create ridiculous amounts of content? ~What other side bennies are there? ~What does a launch involve? How hard is it? ~How much time does it take ongoing?

Ready to learn more? Check out: ~Ringmaster's Website: https://ringmaster.com/ ~Text “LGF” 603-568-5325 ~Email: elena@ringmaster.com

If you’re looking for the golden rules when it comes to anything around public relations then this is the episode for you! Mickie Kennedy is with us, a press release and public relations expert with a vast knowledge on the subject, helping you figure out exactly how to utilize these tools that are at your disposal!

Busted Myths:

Press releases aren’t old fashion marketing that that just don't work any longer.

Takeaways

One press release can turn into many other opportunities.
Writing a newsworthy release to gather media attention is the most effective way to put out reputable information.
Writing your own press release can be beneficial, they have a simplistic style that you can tell in your own voice.
Press releases can be used as a way to generate interest for other larger media outlets to then generate even more interest.
If you’re willing to go against what others are saying then it’s more likely that you’ll be picked up by another media outlet.
If you aren’t afraid to disagree with some of the more popular opinions, then be ready to alienate some groups.
In your trade, publications are opportunities.

Quote of the Show:

“And you really should do a series of press releases, a proper PR campaign in order to see what works. And a lot of people will try a single press release. And just, take press releases off their marketing to-do list because it didn't work. And that's a shame because a proper PR campaign is like usually four to eight press releases on different strategies, hooks angles, and only then after you've done that, can you determine whether press releases are gonna work for you or not?” - Mickie Kennedy

Links

Twitter: https://twitter.com/ereleases
LinkedIn: linkedin.com/in/publicity
Website: https://www.ereleases.com/

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/9o6-k8AJOes

Mark Raffan is here with us this week to discuss everything that you could hope to learn about content marketing and just how useful it can be. Mark is also with us to guide you through some more difficult conversations that you can find yourself in with your customers and why being honest with them is always the best way to go about those difficult conversations.

Busted Myths:

It’s not too late to start with content marketing

Takeaways

The way you approach content marketing can help make you stand out from everyone else.
Content marketing encompasses so many different areas, that is could be more beneficial to just focus on one at a time.
The transition from marketing to sales is a conversation.
Narrow down who your favorite customers are, analyze what makes them your favorite and design your strategy from them.
Keeping a consistent flow of communication with your customers will benefit everyone involved.
Be open to taking criticism and learning from it so you can improve for the future.
When conflict does happen, be very careful with the words you use to help mitigate the situation as much as possible.

Quote of the Show:

“As we all know, when marketing transitions to sales, the conversations are the things that make that transition occur. And once you can start having those conversations, that becomes much easier.” - Mark Raffan

Links

Twitter: https://twitter.com/MarkRaffan
LinkedIn: https://www.linkedin.com/in/markraffan/
Website: contentcallout.com

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show

There’s no better way to learn about starting your own podcast than from the expert herself, Shannon Martin! Shannon is here with us this episode to tell you that it’s not too late to start your own podcast, and what you can do to figure out how it can benefit you. Everything from your gaining an audience all the way to seeing the benefits of having your own podcast, directly and indirectly. If you’re looking to start a podcast of your own then this is the episode to check out!

Busted Myths:

It’s not too late to start your own podcast today.

Takeaways

Today there are over two million podcasts, but there are over 600 million blogs so it is definitely not too late to start your own podcast.
Gaining an audience from your podcast is great, but the guest is really where the focus should be.
With a growing number of podcasts, there is also an increase in listeners who are looking for podcasts with a similar theme.
For a business their focus shouldn’t be centered around gaining revenue from advertisements, but instead they can grow even larger through the connections they make.
If you’re a guest on a podcast it could lead to even more connections outside from just the host.
As a host you can grow your amount of connections from your guest, if they share it with others that they know are interested in the same topic or making a deal then that increases your number of guests.
The majority of the revenue that a business can expect to make from their podcast will come indirectly from it, such as the deals they could make from a potential client being a guest on their show.

Quote of the Show:

“It's not that you're fighting for a piece of the pie and that there's more people fighting for that pie its that the pie is bigger because the amount of listeners listening to people, listening to podcasts and listening more regularly has also increased, significantly” - Shannon Martin

Links

Twitter: https://twitter.com/AgingWisely
LinkedIn: linkedin.com/in/shannonmartinwrites
Website: podbean.com

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/NXXFZ4UFS34

We’re here today with Mac McIntosh to discuss what a real qualified lead is, if you’re looking for the new lead generation strategy right from the expert then this is the episode for you! Mac is also here with us to break down any common misinformation about leads so you’re only utilizing what works best.

Busted Myths:

Lists and inquiries are not leads.

Takeaways

Purchasing a database of potential leads isn’t the same as acquiring an actual lead themself.
A lead is someone who has actively shown interest already, such as visiting the website or trying to get in contact with your business.
A lead is sales ready, they actively have shown you that they are interested in what you do.
Sending a thoughtful gift to someone who helped you generated a lead can go a long way and helps build a great relationship.
Give yourself room for an opportunity for a follow up call to keep coming back.
If you’re trying to generate a lead through a phone call, it’s important not to stop just after the first call if you can’t reach them. You have to keep trying and trying.
Always question if a particular lead is worth pursuing and if you’ll get out more value than you put in.

Quote of the Show:

“You know, a chance now may not be ready to buy then, but it may be appropriate to be in touch with them now because they're getting ready to buy” - Mac McIntosh

Links

Twitter: https://twitter.com/B2B_Sales_Leads
LinkedIn: linkedin.com/in/salesleadexpert
Website: sales-lead-experts.com

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/UGF6_oB_FhM

Tim Parkin is here to give out the real truth, you can’t start to worry about your customer’s if your own employees aren’t being taken care of. Too much money is spent trying to keep your customers coming back rather than making sure those that are with you internally are also compensated for their work and time.

Busted Myths:

If you want to grow you need to focus internally rather than externally

Takeaways [examples]

A lot of company spending is put into expanding and gaining more customers rather than focusing on what you have.
If your team is happy then it reflects positively on your company.
Internal focus leads to better external focus.
You can’t focus on your customer’s until your house is in order.
Communicate with all parties involved, internally and externally.
Focus on what has already been working and capitalize on it.
Solidify objectives and key results.

Quote of the Show:

“But if you really want to grow, if you really want to have transformative success, you need to focus internally rather than externally, you need to focus on your team and your processes and your marketing rather than your customers.” - Tim Parkin

Links

Twitter: https://twitter.com/parkintr
LinkedIn: https://www.linkedin.com/in/marketing-consultant-tim-parkin/

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/kHkJcKZyd7Y

Marketing is too important to be left all onto one person to take care of completely, that’s why Jessica Shirra is here today to let you know how truly important it is to have a team ready for your marketing plan! Having a group together and ready to put your marketing plan into action is where you can truly start to see the value of marketing shine!

Busted Myths:

Having just one person as your entire marketing team is enough.

Takeaways

When bringing in a new marketing manager, it’s important to have them understand everything inside and out.
A senior leader should be a part of the marketing team to share their experience with the rest of the team
The whole team should come together to support each other’s broader goals
The closer the marketing team can work with their consumers, the higher the retention rate seems to be
Maximizing your budget and resources is crucial.
It’s important to have someone that explain something in a general way that someone outside of the marketing team would understand.
Work with a client who has a budget that works for you.

Quote of the Show:

“It's so important to understand how your customer talks about their pain points and their challenges so that they feel heard and they feel seen when they're seeing your marketing.” - Jessica Shirra

Links

LinkedIn: https://www.linkedin.com/in/jessicashirra/
Website: jessicashirra.com

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/zCwRAvWLYdQ

Here we are with Ashtan Moore! Find out right here if you’re putting more money into your marketing strategy than you’re getting out of it, and if there’s truly a demand for your product or service. There’s always a way for marketing to sell your product, but is it truly worth it if you’re not making a pay off from it? If you’re trying to figure out these answers then check out this episode!

Busted Myths:

There’s no amount of marketing that can save a product.

Takeaways

If you have a product that doesn’t have any sort of demand, then any amount of marketing won’t save it.
Marketing can potentially sell a product with very little demand, but the cost to make that happen outweighs the profit.
The top two reasons startups fail are running out of funds and no market need.
If you have a new idea, show it to the people who will be most honest with you. Family support is great, but it might not be the most accurate representation.
With new ideas, be willing to take criticism, it can help you out a lot more along the way.
Most startups fail because they’re putting in more than they’re getting out. Spending more money to market their product than they actually get from selling it.
If an advertisement isn’t bringing in any kind of profit, then you shouldn’t have it.

Quote of the Show:

“Marketing can sell a product that nobody wants, but it's going to cost you 10 times more than the return that you get on that sale.” - Ashtan Moore

Links

Twitter: https://twitter.com/ashtanmoore
LinkedIn: https://www.linkedin.com/in/ashtanmoore

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/QeM5Sh7Cxtw

Who better to consult with on Marketing than the Communication Coach herself, Kery Knutson? No one that’s who, Kery is here to drop some serious knowledge on anyone looking to step up their networking game! Find out why having a meaningful conversation with your audience is the best way to keep them coming back, and why you should worry less about building a wide audience, here on this episode.

Busted Myths:

It's not about building a wide audience. It's about creating meaning and value for each individual that you work with.

Takeaways

Sitting down and having a real conversation with someone, that allows them to be themself around you, is how you really build a good relationship with them.
Worry less about how wide your outreach is, concentrate more on starting meaningful relationships and connections with.
Breaking the ice by being vulnerable, or funny can help a whole room of people feel more comfortable including yourself
You have to be empathetic and understanding to build upon these relationships and gain trust with each other.
If you’re not on the same page, or giving out unsolicited advice it can really damage any level of trust that you’ve built towards.
Set an intention for every meeting, wastes less time for all parties involved
Taking each opportunity you have to make an impact on someone will only help you to make an even greater impact the next time.

Quote of the Show:

“But where are relationships built? They're built in conversations, right? Just like this one, this is how we build relationships. And that's how we create impact how we add value and, make some work mean something to someone ” - Kery Knutson

Links

LinkedIn: https://www.linkedin.com/in/keryknutson/
Website: UpLevelC.com

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/mcI75YH7PEI

Carolyn Lowe is here to drop some knowledge all about how building a brand off of a massive marketing space like Amazon isn’t as easy as just making a page for your product to be sold on. Carolyn is going to give you all the juicy details about what it really takes not to just succeed on Amazon but in any market where building your brand from the ground up is the true challenge of it all.

Busted Myths:

Getting your business on Amazon isn’t always the best idea

Takeaways

Even if you have a new idea, Amazon might not be the best way to start selling your product.
If you aren’t making enough money on Amazon, it could be time to take your product off of Amazon and figure out what works best for you.
Building a brand on Amazon is even more difficult since 70% of search results are non-branded
Many well known brands have deals with Amazon to have the first spots with search results, making it even harder to push a new brand on Amazon.
Amazon weighs the most recent reviews of a product more heavily than the ones in the past.
Finding the best growing market for your new product is the better bet than relying on Amazon
Amazon could potentially be becoming more of an advertising platform, meaning that growing a new brand on there may become more obsolete over time

Quote of the Show:

I learned a really hard lesson early on is, don't keep folks around whether it's people or products or ideas that aren't working“” - Carolyn Lowe

Links

Twitter: https://twitter.com/carolynbyron
LinkedIn: linkedin.com/in/carolynbyronlowe
Website: https://roiswift.com/

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/N7SPJ1oq5Co

Take your transcript game to the next level with today’s guest Jaclyn Schiff! Jaclyn is here today to tell you all about the value of what your transcript can bring to your podcast and your marketing strategy. Get ready to hear the true expert knowledge from the transcript tactician herself!

Busted Myths:

A transcript is not an SEO optimized piece of content.

Takeaways

A transcript is a great building block to work off of, but it’s not the foundation.
The transcript has all the information that a listener would want to hear, you just have to figure out what’s the most important.
Having a transcript can help you narrow down what people want to hear the most.
A transcript bridges the gap between your spoken word and translating it onto paper.
You can connect to your audience even better by utilizing the transcript to emphasize what works best with your brand specifically.
Keyword research can pinpoint exactly what people are coming to your podcast to hear
Reading over a transcript will help your conversations feel more natural by focusing on what exactly you’re saying.

Quote of the Show:

“It's about creating content that, not just responds to search intent, isn't just targeting keywords, but overall is, is good and helpful for your reader and better than other resources out there.” - Jaclyn Schiff

Links

LinkedIn: https://www.linkedin.com/in/jaclynschiff/
Website: https://www.jaclynschiff.co/

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/WQhZzSvRMx0

The slayer of the mundane, David Brier is here to teach you all about everything branding has to offer! If you’re thinking that your business can be carried on your product alone then David has the advice that you need to hear. Get ready for some seriously brilliant branding advice in this episode!

Busted Myths:

Thinking that your knowledge, wisdom, service or product are the only factors that matter when it comes to being successful.

Takeaways

Assess your peers in your field, figure out what they’re doing and learn how to stand out from them.
With quality branding, someone can outperform others in their field by making themselves appear more valuable.
You can’t start your branding plan without accurate and relevant information first.
Branding is the art of differentiation, you want to differentiate yourself from all the noise out there.
Give a solid answer about what makes you different, nothing generic. If you understand your audience well enough then this should come easily.
When you’re discovering your audience, narrow down what shared traits they have and utilize them.
Don’t waste your time playing a smaller game when you could be having a much larger impact.

Quote of the Show:

“Why are we being taught the answers? See that to me is the failure. Why are we being taught the answers? Why aren't we being taught the questions? - David Brier

Links

Twitter: https://twitter.com/davidbrier
LinkedIn: https://twitter.com/davidbrier
Website: https://www.risingabovethenoise.com
Book Link: https://www.amazon.com/Brand-Intervention-Steps-Transform-Have/dp/0999529706?gclid=Cj0KCQiAoNWOBhCwARIsAAiHnEg2VaolMYwgUowJ1pPqW-lcSiLYPypWx6nm-x-9PLFhRDZ4nTjQonEaAkBXEALw_wcB

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/-A-mWOkj00s

Brand Intervention: 33 Steps to Transform the Brand You Have into the Brand You Need

This week we have Skyler Reeves here to dish out some truth about why having as much content as possible isn’t the best strategy for your marketing plan. To have the best plan possible you want to make sure everything is in tip top shape and that means taking out anything that doesn’t work! If you’re looking to learn more about producing only quality content then check out this episode!

Busted Myths:

Having as much content as possible isn’t always a good thing.

Takeaways

When it comes to marketing, quality matters over quantity.
Too much content can drag down the overall effectiveness of your marketing.
Generally, if you have a large website the average person will only see 10% of your overall content. So you want all of it to be as effective as possible.
Create a hypothesis about what might be working best for your marketing and test it.
Once you know what is working best for you, continue to build on top of that going forward.
Take away whatever isn’t working and replace it so it doesn’t drag down your other content.
When you’re developing your new strategies, think of it like a marathon and not a sprint.

Quote of the Show:

“If you produce content every single day or every single week, you're producing too much, your quality is going to degrade. And then ultimately a lot of that content is not really going to do anything for your business.” - Skyler Reeves

Links

LinkedIn: https://www.linkedin.com/in/skylerreeves/
Website: ardentgrowth.com/

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/Pu1UixWsDYk

Dina Otero is here this week to smash, not just one, but three myths! Dina is here to tell you exactly what marketing is and why businesses should care about it. Marketing isn’t just here to help out sales and if you check out this brand new episode then you can find out just how important marketing is to the entire operation.

Busted Myths:

1. Marketing is not an arts and crafts project.
1. Marketing does deserve a spot at the table.
1. Marketing is a company initiative. Doesn’t only serve sales

Takeaways

If marketing doesn't have a seat at the table, then the company isn’t able to share what's important to the executives.
Have a good understanding of your customer’s day to day experience.
If you don’t put in the time to establish a good relationship with a customer then someone else could swoop in and take them from you.
If you're putting information out into the world that is relevant to your audience, they're going to come to you.
A plan can sound really good on paper but without a proper execution it fizzles out.
Understanding why a customer is upset and being empathetic towards them will help you find a solution.
The market is always evolving and it’s your job to stay on top of it.

Quote of the Show:

“ Understanding the market, and knowing how to adapt your strategy and execution in that way is what makes a good marketer, a great marketer.” - Dina Otero

Links

LinkedIn: linkedin.com/in/dinaotero

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/f9Nk4376UCA

Most companies believe that branding is the heart and soul of marketing, typically taking the same approach, no matter the situation. Stan Bernard is here to get you out of this “Brandwashed” mindset, and to help you set up your own winning strategy. Learn how to take the first steps to establishing your own playbook full of new strategies designed for your own individual success instead of relying on what works for others.

Busted Myths: * Branding is not the only way to win business, this is the assumption that virtually every company and every business professional believes. But that doesn’t mean this is the only way to succeed; to Stan Bernard success means transcending these generally accepted ideas.

Takeaways: * It’s important for companies to know that there are ways of marketing other than branding. * Many, if not all, are trapped in this mindset of branding. For the majority of these people they believe that branding is the base of their marketing plans, but there are several different strategies to “winning.” * If you develop your own strategy that works the best for you and not someone else then you’re playing a game only you can win. * Stan Bernard’s 3 step plan in his system is 1) Create an agenda. 2) Communicate the agenda to your team. 3) Execute your new plan. * It’s very important to understand that just because something worked for someone else doesn’t mean it will work for you, just like in sports when different coaches have different playbooks. * Owning a market sometimes means that branching into other markets can become much simpler. An example being Uber branching out into food delivery with UberEats. * “Advogelicals,” a term coined by Stan, is a combination of advocates and evangelicals; these are the truly passionate people who want to express their dedication to a brand simply because they enjoy it so much and can do a lot of the heavy lifting that branding was already doing for free.

Quote of the Show: * “And the whole premise behind the transcender system is that if you play a game only you can win. Why play your competitor’s game? Why play the same game everyone else is playing? Play a game only you can win.” - Stan Bernard

Links: * Facebook: https://www.facebook.com/sbernardmd * LinkedIn: http://linkedin.com/in/stanbernardmdmba * Website: https://bernardassociatesllc.com/ * Book Link: https://brandsdontwin.com/

Ways to Tune In: * Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 * Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd * Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn * Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show * Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show * YouTube: https://youtu.be/xNNkLFbZ0L4

Kym is here today to show you that marketing can bring in valuable results and merit as long as the work is put in. Kym Koch Thompson is here to show you the real strategies for marketing success, layering different forms of marketing strategy to perfect your plan. If you’re looking for marketing strategies that can prove their merit then check this out!

Busted Myths:

You cannot prove the true value of your marketing efforts. Particularly to the bottom line.

Takeaways

It is harder for Marketing to produce the same kind of clear results that something like sales can, but it can still be proved to be effective.
Marketing generates the qualified leads for the sales team which is where Marketing proves its own value.
Marketing strategies also need measuring strategies, this type of strategy lets the marketing team prove how effective their plan is.
When discussing your marketing strategy you should word it in a very concise and understandable way. You should avoid confusing marketing terms that someone else isn’t likely to understand.
You should pull from all sets of data, not just the marketing data. This could include data from sales.
By layering multiple sets of data you can really hook someone in since it shows them the improvements in sales and other data that a CEO would really want to see.
If you are looking for specific information or data then you should use several different strategies to find out which one works best.

Quote of the Show:

“I think if you're trying to find the pink elephant that speaks French, use whatever channel, try them all, boil it down and try them all on different campaigns. But see what you're doing, don't just try them all and, you know, stick a finger in the wind and go, okay, well, I felt like that worked or, you know, that felt good or that's what I don't, like I say, use any channel that you think will work, but then measure it” - Kym Koch Thompson

Links

Twitter: https://twitter.com/kkoch
LinkedIn: https://www.linkedin.com/in/kymkoch/
Website: https://kochcomm.com/

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/kg9aSpweOGY

So many marketers today get stuck in the marketing silo and don’t dare to venture out to see the wide world of other wonderful things that go on in their businesses. If you’re doing this, you’re setting yourself up for failure. Here to help you break out of the marketing vacuum is Brian Zaslow, a well-tenured marketer and entrepreneur. Learn five ways to avoid staying in your own bubble, how to develop lifetime customers, and even some of the joys of owning a donut franchise!

Busted Myths:

Good marketing alone will not solve your revenue and growth problems. You can’t expect success from working in a vacuum; you have to work with the rest of your business or your client’s business.

Takeaways:

There is much more to marketing than just marketing strategy or tactics. Marketing has to work within the larger framework of a business so that the customer has a great experience and the company can be profitable.
It’s important to get a deep understanding of what the rest of your business does and how that integrates with marketing.
The best way to learn and break out from the marketing silo is to get in the field and experience your business hands-on. This helps you see how consumers interact with your product, promotional materials, and sales efforts.
Track your customer experience and the journey of your product. See how it both literally and figuratively touches people and learn all the steps of the process so you can know what problems and opportunities may be present.
When making any changes to your business, it’s critical to get advanced buy-in from your team and customers by portraying it as a win-win for every party involved.
Using warmth and competence together is a great way for companies to develop someone as a lifetime customer. These should be present in every way a customer interacts with your company.
Marketers need to be both skilled technical marketers and practical and realistic about business.

Quote of the Show:

“You don’t take margins to the bank, you take dollars to the bank” - Brian Zaslow
“Tell people what they need to know, not what they want to hear” - Brian Zaslow

Book Recommendation:

The Human Brand: How We Relate to People, Products, and Companies by Chris Malone and Susan Fiske

Links:

LinkedIn: https://www.linkedin.com/in/brianzaslow/
Twitter: @bzaslow
Company website: zaslowmarketing.com

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/w3WszYxIAvE

The hiring world has changed drastically for both employers and candidates, but many companies are still trying to hire the same old way and interview with the same old questions. Recruiting industry extraordinaire, Erica Seidel, founder of The Connective Good, joins host Casey Cheshire to discuss the best questions to ask candidates and the answers that tell you they’re the right fit. Throughout this great conversation, Erica illuminates how to talk to recruiters, how to interview better, and why the company should be pitching the candidate and not vice-versa.

Busted Myths:

It is a misperception that a recruiter’s job is to help a candidate find a job. The recruiter’s job is to help their client, a company, make the right decision and find the right person.
For recruiters, the market has changed dramatically from a market of abundance to a market of scarcity, and the approach recruiters take should reflect that.
What candidates want is different from what companies are pitching them. Candidates are looking for a company with good work, a good culture, and a good team. They also want a company that values diversity, that values marketing, and won’t make them travel as much as some CEOs think they do.

Takeaways:

For candidates, remember that there is no casual meeting with a recruiter. Make sure you have a clear idea of who you are and what you want to do before meeting with a recruiter.
Candidates should work on developing a “From>To” story. This provides an example of how you impacted a company and helped them get from point A to point B.
Every candidate wants to work somewhere with a good culture, don’t waste the recruiter’s time by telling them this. Ask instead if it is a “get it right” environment or a “get it done” environment.
For interviewers, it is better to have the mindset going into an interview of both parties being on the same side of the table, rather than on opposite sides which is the way it has been.
Marketers specifically get stuck in the Peacemaker/Changemaker Paradox. This is when a marketer is hired to be a changemaker but they are told to do it in a diplomatic way, making it feel like they are punching jello. They’re stuck between a culture focused on “taking care of survivors” and a culture focused on “advancing”.
Employers are often afraid of airing out their dirty laundry during interviews, but when you make your problems known in an interview, that attracts problems solvers who want to solve those problems.
Stop asking “why do you want to work here?”. A much better question to ask candidates is “What are the problems that you want to solve?” This gets you closer to understanding how that person ticks and what they can really bring to the table.

Quote of the Show:

“There’s no casual meeting with a recruiter” - Erica Seidel

Shout Outs:

The Rare Find: How Great Talent Stands Out Book by George Anders
Give and Take: A Revolutionary Approach to Success Book by Adam Grant

Links

LinkedIn: linkedin.com/in/ericaseidel
Twitter: @erica_seidel
Company website: https://theconnectivegood.com/blog/
Podcast: https://podcasts.apple.com/us/podcast/b2b-saas-marketing-talent-podcast-get-to-know-the-get/id1495008122?i=1000462552890

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/ECQDXNe-bkQ

There is an ongoing conceptual tug-of-war occurring between the traditional Sales-led Growth and the relatively new Product-led Growth. The sides both think that there can only be one and are therefore averse to the adoption of any ideas from the other side. Guest Fred Melanson, a visionary entrepreneur and founder and CEO of Bliinx is here to tell businesses that they can have it both ways! Learn the benefits of Product-led Growth and how to adopt some of its principles to make your sales team more effective in a hybrid approach.

Busted Myths:

The concept of Product-led Sales does not mean you don’t need a sales team. In the B2B world, it’s important, and very effective, to adopt a hybrid model that is built on Product-led Sales ideas but still uses a sales team and introduces the sales team at the right time.

Takeaways

Product-led Growth is the idea of using your product itself as the main driver of acquisitions for your business.
For software companies, having a product demo is a way to use Product-led Growth without giving your product away for free.
Consumers want to experience your product before they talk to a sales rep. Companies have to find the contextual clues that tell them the right time to introduce a sales rep into a particular consumer’s buying process.
Companies should be trying to deliver as much value to potential customers as possible, even before the sale. This helps the customer to experience and understand the value of the product better and gets them closer to the “aha moment.”
Companies can deliver value to the consumer by creating content about the product, offering free versions of the product, or providing consultative sessions.
Part of Product-led Growth is prioritizing potential customers based on who is engaging the most with your marketing, the free version of your product, or sending you the most buying intent signals.
Power is shifting from the seller to the buyer and a lot of the awareness process is done online without a sales rep. The customer is in the driver’s seat and the sales rep is in the passenger seat as the co-pilot/ navigator, doing whatever they can to help the driver get where they want to go.

Quote of the Show:

“You didn’t hear about Netflix from a sales rep” - Fred Melanson

Links

LinkedIn: linkedin.com/in/fred-melanson-bliinx
Twitter: @FredMelanson
Company Twitter: @BliinxApp
Company website: https://bliinx.com

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/ZvDjT-h14Bw

Many businesses struggle with understanding SEO and trying to implement the right measures to gain value from it. Don’t respond to that sketchy email telling you how bad your site’s SEO is, listen to this episode with our amazing guest, Kevin Roy, an SEO master! Learn how to properly assess your site’s SEO, understand the principles behind SEO, and what to do to get the most out of SEO and get your site to the top of the SERP!

Busted Myths:

Unsolicited frightening emails that you get about how bad your SEO rank is are complete crap. These reports, if even accurate, are only a small part of the picture. It’s more important to look at your website’s results than its SEO rank.

Takeaways:

Latent Semantic Indexing is one of the ways that Google decides the relevance of a keyword phrase. Google looks for other keywords on a website that support the keyword phrase searched for and considers it when ranking.
Google has two jobs, keeping a person using google and satisfying the user, which in turn keeps them using Google. This guides everything that Google does when it comes to SEO.
SEO ranking can be broken down into two buckets, the Technical Bucket and the Relevance Bucket. These two buckets are what Google regards when ranking websites.
The Technical Bucket includes a site’s speed, mobile compatibility, security, etc. These are all things that improve a user’s experience and Google rewards sites for having a better user experience by ranking them higher.
The Relevance Bucket is focused on the instances of the keyword phrase, keywords that support the keyword phrase, and links pertaining to the keyword phrase and its supporting keywords.
Some companies panic when they hear that google updates or changes its SEO algorithm every year. About 80% of these updates are just to find fake websites and auto-generated content, so companies don’t have to worry about them.
It is important to understand that “buying links” or trying to cheat the system using auto-generated fake content and backlinks doesn’t actually provide relevance or real results and by engaging in this you run the risk of getting caught by Google.
An interesting trend to watch is how apps like Zillow, Truly, etc., not Google, are where people are actually searching for real estate. The same idea can be seen in the world of dating apps, Airbnb, Boat Trader, etc.

Quote of the Show:

“If you understand the principles behind SEO, then the methods will start to make sense, but a lot of people try to learn the methods without understanding the principles. So understanding the principle allows you to call bullshit on a lot of the methods” -Kevin Roy

Links:

LinkedIn: linkedin.com/in/kevincharlesroy
Twitter: @greenbananaseo
Ijustmetkevin.com
Company website: https://www.greenbananaseo.com/

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/8AGOmEYoMVI

The widespread idea of what sales is is broken. Salespeople today keep trying to spew the same ‘feature-benefit vomit’ at every customer hoping something sticks. Sales extraordinaire, Valerie Cobb, a Fractional Chief Sales Officer, is here to reshape how companies think about sales. Learn how to revamp your company’s sales culture, the importance of creating good sales processes, and the best mindset for approaching sales.

Busted Myths:

Sales is a noble profession, not a sucky job on the bottom rung of the proverbial ladder. Many people fail at sales because of poor company sales culture and training. Of all salespeople, 50% shouldn’t be in sales because their personality and or interests clash with what good sales actually is.

Takeaways

Sales as a profession should be helpful, even if the customer does not buy on that occasion. The salesperson should be genuine in trying to actually help the customer find what they need, even if this means walking them to a competitor whose offerings better fit that customer’s needs.
If you are doing sales well, you don’t have to ever ask to close a deal. A good sales approach should be genuine and human and never feel pushy.
When training for sales, you must check your ego and preconceived notions of people at the door. Salespeople’s first instinct should be to listen to the customer instead of assuming things about the customer and giving everyone the same ‘feature-benefit vomit’.
To actually make strides towards success, companies have to create better sales cultures and integrate a ‘win as one team’ mentality across the revenue, finance, and operations teams of the business.
To create a better sales culture, everyone must be willing to check their ego, remove obstacles so sales can sell more to create more jobs, and then continually repeat the process.
No matter the size of the business, clear and defined sales processes are crucial to have in place even before going and hiring a large sales force. Sales processes provide the salespeople with the right, on brand, responses to customer questions and objections.
Sales Processes are how salespeople learn and embody the vision and reputation of the founder, CEO, etc.
Unless someone wants training and asks to be trained, the training they receive will be a waste of time, effort, and resources. When training, don’t just tell people the answers, ask them questions, let them ask their own questions, and let them search within themselves and find their own answers.

Quote of the Show:

“Sales, as a profession, should be helpful, period, even if you don’t sell them anything.”

Shout Outs:

Catherine Brown - Author of How Good Humans Sell: The Proven Path to B2B Sales Success
Jim Collins - Co-Author of BE 2.0 (Beyond Entrepreneurship 2.0): Turning Your Business into an Enduring Great Company

Links

LinkedIn: linkedin.com/in/valeriecobb
Twitter: ValerieLURY
Company Website: https://www.salesqb.com/valerie-cobb/
Business Cellphone: (208) 425-7542

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://youtu.be/ykCebVIKSQE

Companies often use the term “best practice” to describe an industry standard that employees are expected to replicate. This week’s guest, Brian Coles, SMASHES this myth entirely! Industry leaders are the best at what they do because they are constantly trying new things. Testing, researching, and innovating new strategies allow you to grow past competitors who essentially follow the shadow of another.

Takeaways:

Stop following other people’s “best practices”
Company executives can hide behind the term “best practice”. It does not apply to your own unique company just because it’s someone else’s favorite strategy.
When a “best practice” fails, companies don’t hold the employee or team accountable because they instead blame the originator of the “best practice”
It’s all about testing.Test the crap out of everything and make your own “best practice”!
Stories and experiences are the best form of guidance.
Keep an eye on competitors or similar companies in your industry for inspiration. Don’t copy their strategy, learn from it!
It's really not about the tool at all. It's about the people you've got around you that can make things happen. Surround yourself with the right people and communicate with those people effectively.
Stay true to your company’s messaging. Be consistent. Perform yearly audits of the messaging that is going out.
Email marketing is the best performing channel out there and has one of the lowest ROIs.
Marketing automation is a disruptive force.
Think about people in your life and what they mean to you. Remind them of how they have impacted your life and how you appreciate them.
Be careful what you tolerate.Your reactions, or lack thereof, teach people how to treat you.

Shout Outs:

BombBomb: www.bombbomb.com
Thinking, Fast and Slow Book by Daniel Kahneman: https://www.amazon.com/Thinking-Fast-Slow-Daniel-Kahneman/dp/0374533555
The Social Dilemma on Netflix
Tim Hoffman @ 48:20
Matthew McConaughey

Links

LinkedIn: https://www.linkedin.com/in/bcoles/
Website: https://www.brian-coles.com
Book Link: https://www.brian-coles.com/shop
Twitter: https://twitter.com/briancoles

Ways to Tune In

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube:

Thinking, Fast and Slow

A Data-Driven Marketing Leader, Entrepreneur, Top 10 Internet Retailer, Top 10 Mobile App, Top 40 US Website Property, Top 5 US Mobile Site, Co-Founder and Chief Strategy Officer, Shawn Schwegman, dives into the search engine optimization and how to align your content to consumer behavior.

Busted Myths:

It is not about word count; it’s about the right words. In order to rank on Google, it comes down to understanding the network of content in the buyer’s journey.
It does not take six months to rank for search engine optimization. It takes two and half weeks if you understand the science and the network behind SEO.

Takeaways:

“The secret sauce isn’t in the data. The secret sauce is in the math that you use to write and process the data. I need to know as a marketer how I should prioritize my content roadmap. What matters in the lens of the consumer?” ~Shawn
“The data outside your walls matters ten times more than the data that you have inside your walls when it comes to aligning to consumer behavior.” ~Shawn
Create contextual relevance and a complete network of interconnected content on your site pages to help you rank higher on Google searches.
If consumers care about a content topic or question, so should your team. This forms a relationship with the consumer and builds trust while creating a complete SEO network on your site.
Career Advice: Don’t be afraid to make a mistake, focus on the data that you don’t have, and learn to manage your work life balance.

Links:

LinkedIn: https://www.linkedin.com/in/shawnschwegman/
Twitter: https://twitter.com/sschwegman
DemandJump: https://www.demandjump.com

Ways to Tune In:

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube: https://www.youtube.com/channel/UCBKiCXYB00ZuVS0P8MIUT6w

A Thought Leader, Collaborator, Conversationalist, Director of Marketing & Brand at Expensify, Joanie Wang, breaks the stigma behind becoming a generalist over a specialist.

Takeaways:

“My career has been cultivating different skills because of what I am interested in. Humans are very versatile. They aren’t interested in only one thing. There are so many different things that connect with each other.”
The more you understand how different sections of your business work the more likely you’re able to come up with interesting plans or ideas that knock out your current goal and help solve other problems others may be facing.
When in the process of creating an ad, look for inspiration everywhere and from everyone on your team. For example, an engineer or designer may also be a consumer and can help brainstorm ideas.
The key skill of the generalist is you can pick things up really quickly and deep dive into the topic whenever you need to.
While creating tv ads decide what content you want to put out, is video the right medium, and how you reach your audience. Meet your audience where they are.
“What do we want to do with this [content]? If we want people to care we have to think more deeply about what they care about and what they want to spend their time thinking about so we can figure out a way to be a part of that conversation.” ~Joanie
Career Advice: Do what you need to do to prepare so that you can spot opportunities of what you want to do for your career.

Links:

LinkedIn: https://www.linkedin.com/in/joaniewang/
Twitter: https://twitter.com/joanatello
Expensify: https://use.expensify.com
- Jobs: https://we.are.expensify.com/#workwithus

Shout Out:

33:15 Alexis Emond

Busted Myths:

There is a misconception that being a generalist and being good at everything means you are good at nothing. A generalist specializes in something over and over again. They are able to connect the dots each step of the way.

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/IPwckEuPltw

A Marketing Thought Leader, Author, Former Professor, CMO at nCino, Jonathan Rowe, discusses best practices for building and defining your brand internally and externally.

Takeaways:

“Before and while doing marketing activities ask yourself the question: How am I going to measure the success, the value, and impact of this?” ~Jonathan
Once your brand and what you want to represent is defined, turn the mission and vision into your marketing activities. Reflect it throughout your company.
“Marketers need to be curious, ask questions, listen, and often be creative or thoughtful because there isn’t one ecret answer.” ~Jonathan
Career Advice: Don’t stress about what is next. Enjoy the moment.

Links:

LinkedIn: https://www.linkedin.com/in/rowejonathan/
nCinco: https://www.ncino.com

Busted Myths:

Marketing is often the first funding that gets cut during a financial crisis. However, the purpose of marketing is to help and drive revenue.
Marketing is more than a “make things pretty” center. It is a strategic part of the organization in making decisions for all the internal and external stakeholders.
Marketing does not own the brand. It belongs to and is shaped by the company, employees, customers, and the community. Marketing communicates the values of the brand.
Company culture branding is a tremendous opportunity in terms of defining it, sharing that authentic culture, and turning it into action.
Authenticity is key to keeping your audience’s trust.

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/QSJmqQsaEmI

Podcasting is one of the best ways to grow your audience, attract inbound leads, and share a message or thoughts with people around the world. Is your company creating podcasts?

A Thought Leader, Mentor, Entrepreneur, Podcaster, Co-founder and CRO at Speak On Podcasts, Mark Colgan, chats about the world of podcasting and why businesses should be utilizing this type of content.

Takeaways:

One podcast interview can turn into evergreen content for all different platforms including your newsletter. It is all about the relevancy of the topic for your audience.
Podcasts are a great way to chat with other thought leaders and corner the market without leaving your home. In general, they are free and can be recorded virtually.
Podcasting is great for building a brand and serving a community, whereas, ads interrupt. When you have people listening to a podcast they are saying, “I am here to listen and I am here to learn.”
“My sales strategy is not to sell. It’s actually to build a relationship with somebody. Have a conversation with somebody that leaves them with two things: Mark knows his stuff and I would quite like to go for a beer with Mark if he was ever in my city or town.” ~Mark
Podcasts are one of the best ways to learn about what is happening right now. First learn the theory from books and then listen to podcasts for the tactics and what’s working right now.
Career Advice: Create an ecosystem around you. Build that value network around yourself sooner.

Links:

LinkedIn: https://www.linkedin.com/in/markcolganmarketing/
Twitter: https://twitter.com/MarkPColgan
Speak On Podcasts: https://speakonpodcasts.com

Busted Myths:

There is a misconception about podcast audience size. Your ideal audience would be more niche and targeted rather than a broader audience. Think of relevancy rather than size.
Podcasting is a brand building activity. It is not necessarily a demand or lead generation strategy.

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/uI_IrldIfoA

Marketers need to be great storytellers in order to produce great brand stories. But what makes a great storyteller? What are the essential pillars of storytelling?

A Thought Leader, Actor, Entrepreneur, Speaker, Feature Film and Commercial Producer, Author of Rise of the Entrepreneur, CMO at The Video Bot, CEO of RIP Media Group, Maury Rogow, shares his expert knowledge of storytelling and improving customer experience.

Takeaways:

“You got to pick your audience, the best product does not win - the best story wins, and you got to put a stake in the ground and say this is what I stand for.” ~Maury
“It’s not the passion in your product. It is the passion for solving the customer’s problem with your product. That’s a huge difference.” ~Maury
Introducing the CORE technique: Create Once Repurpose Everywhere. This technique helps take one video and turn it into 20+ different pieces of content while still portraying your company’s core story.
The Bonus Commandment of Storytelling: The Ticking Clock. You have to create a sense of urgency so people have to take action instead of waiting to purchase.
Career Advice: Do it your way. Don’t try to be someone else.

Links:

LinkedIn: https://www.linkedin.com/in/mauryrogow/
Twitter: https://twitter.com/RIPmediagroup
Personal website: https://mauryrogow.com
Rip Media Group: https://ripmediagroup.com
The Video Bot: https://www.thevideobot.com
The 10 Commandments of Storytelling: https://resources.ripmediagroup.com/the-stuff-10-rules/

Busted Myths:

Everybody has competition. Everybody is competing and has a thousand competitors, whether they are small or large you just don’t know it. The best product does not win, the best story wins.

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/M3fcN5tQfV0

To understand marketing you first need to understand the essential core of human beings. It’s time to learn about the foundations of what makes a person tick to then recognize how to best influence them.

A Marketing Thought Leader, Visionary, Keynote Speaker, Forbes Top 10 Online Marketing Expert, Entrepreneur Magazine Top 15, Best Selling Author of Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversations and now Unleash Your Primal Brain: The Essential Field Guide For Modern Marketers, Chief Strategy Advisor at SiteTuners, Tim Ash, dives into the exciting new discipline of neuromarketing and unconscious persuasion.

Takeaways:

As a marketer, spend less time on the new technology and latest updates. Instead, focus on the evolutionary psychology basis of influencing people.
Elicit strong emotions to help your audience create memorable experiences about your brand. The brain is a big ignoring machine - influence those emotions!
Stories are fundamentally about the narrative of causality in the world. They are for us to get experience without going through the process. They are there to reinforce cultural beliefs and values.
Acknowledge people for who they are and make them feel seen with attention and intention. Ask questions, personalize, and unlock their passions to connect on a deeper level.
Career Advice: Understand who you are and look for the environments that you will thrive in.

Links:

LinkedIn: https://www.linkedin.com/in/timash/
Twitter: https://twitter.com/tim_ash
TimAsh.com: https://timash.com
PrimalBrain: https://primalbrain.com
SiteTuners: https://sitetuners.com

Busted Myths:

The lie of rationality - there’s this notion that if we only made rational decisions, the world would be a better place. No decision can be made without emotions.

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/ClQIQR7XzSY

Sometimes there is an aversion to using vendors. But why is that? Could utilizing a vendor’s expertise make more sense for your team or is an organic in-house method more fitting?

A Marketing Leader, Speaker, Motivator, Strategist, VP of Marketing at Buyers Edge Platform, Andy Rosenbloom, dives into the pros and cons behind in-house and vendor services.

Takeaways:

Vendors provide an outside perspective and expertise in the service that they provide. This cultivates a learning experience within the partnership of your team and the vendor.
Most of the friction that we encounter in relationships from managerial, vendors, friendships, and more can be reduced via a clear setting of expectations.
As a leader, there needs to be trust between employer and employee, as well as, employee in themselves. This enables independence and support to grow in their career.
Tweak the internal technical process of how your lead information gets routed through the CRM and marketing automation tool to better align the sales and marketing processes.
“Not putting as much emphasis on scaling the headcount of the marketing team and figuring out effective partners to outsource some of the work to is worth considering.”~Andy

Links:

LinkedIn: https://www.linkedin.com/in/andy-rosenbloom/
Twitter: https://twitter.com/AndyRosenbloom
Buyers Edge Platform: https://buyersedgeplatform.com

Busted Myths:

Everything does not need to be completed in-house. Using paid search, content writers, asset creators, etc. will give your company the opportunity to grow exponentially.

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/N4P1gH0mprA

Sometimes marketers get so lost in the planning process of the content calendar that they miss the target of why they are putting out that content. What’s the message or purpose? How can we become more memorable?

Creator, Executive Producer and Host of award-winning podcasts The Story and Mission Daily; Advisor at Qualified, Co-Founder of Mission.org, Co-Founder of VETCON, CEO & Founder of Caspian Studios, Ian Faison, dives into the deliberate and storytelling aspects of your marketing content.

Takeaways:

Editors are crucial for creating marketing content. Focus on communicating quality content on your channels rather than the content calendar itself.
“There’s no such thing as writer's block; it’s reader’s block. It means you haven’t consumed enough information to be intelligent about the subject that you are writing.” ~Ian
Create an asset that people want to subscribe to by tapping into something that people love. Taking storytelling cues from the media and Hollywood assists in developing memorable content.
Remarkable content is all about the preparation. Take the time to do the research on why you are creating this content and who you are creating it for to be purposeful and deliberate.
Give yourself permission to be creative - marketers often forget about the differentiation aspect of their content. Make it clear to your audience why your content is unique.
Career Advice - You don’t know how to connect the dots until you’ve made the dots.

Links:

LinkedIn: https://www.linkedin.com/in/ianfaison/
Twitter: https://twitter.com/ianfaison
Caspian Studios: https://caspianstudios.com

Busted Myths:

Marketing is all about great content. Step away from the “Race to the Bottom” and go the extra mile to construct remarkable marketing content.

Shout Outs:

4:54 Seth Godin
17:39 Harry Dry
18:30 Ed Nevraumont
19:45 The Oracle
19:47 Nate Skinner

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/m-UY3UvoGyc

In today’s technology savvy world, it is really easy to press the “send all” button and hope for the best. But is that enough? How can marketers be authentic and intentional with their content?

A Marketing Thought Leader, Salesforce Certified, Consultant, CMO at NuAge Experts, Andy Carlson, discusses how we can do better at creating a more personalized approach through email marketing.

Takeaways:

“Marketers are under pressure to always be communicating. But if we are not targeting, personalizing or making it relevant to the recipient then we will be ignored.” ~Andy Carlson
Database size does not matter if the contacts within it are not responsive or not receiving your content. Database cleansing can identify your valid contacts.
Breaking your content up and focusing on personas provides a thoughtful approach to email marketing. Identify your audiences and be more specific with who receives which content.
Personalizing the buyer’s journey, such as through bots that can chat to buyers after hours, enables us to focus less on the day to day mechanics of pushing out content.
Career Advice - Life’s a long race; take the time and enjoy the experience.

Links:

LinkedIn: https://www.linkedin.com/in/andrewscarlson/
NuAge Experts: https://nuageexperts.com/about/

Busted Myths:

The modern marketing tools today are helpful for automation, but they also allow us to be okay with pushing the “easy button.”

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/jtiL84db71U

We often see a sales leader become the head of sales and marketing departments. But is a marketing leader just as qualified to lead sales? How can marketers assist in making sales’ jobs easier?

A Marketing Thought Leader, Host of the REAL Marketers podcast, Member of The Revenue Collective, VP of Sales and Marketing at Lumavate, Stephanie Cox, dives into why marketing leaders can lead sales and how to align both marketing and sales teams.

Takeaways:

As marketers we need to walk a mile in sales’ shoes in order to better understand how we can make their jobs easier and solidify marketing and sales alignment.
Own the pipeline number! Believe in your team and commit to having a shared revenue goal with sales.
Leadership is all about hiring the right talent and knowing when to stop over supervising. Instead ask your team how you can help them be successful.
“If you tell people what success looks like and you empower them, they are going to work really hard for you. By nature people want to be successful. No one wants to fail” ~Stephanie
Career Advice - Believe in yourself and let your voice be heard.

Links:

LinkedIn: https://www.linkedin.com/in/stephaniecox/
Twitter: https://twitter.com/stephaniecox04
Lumavate: https://www.lumavate.com
Real Marketers Podcast: https://podcasts.apple.com/us/podcast/real-marketers/id1441675127?mt=2
Brandon Rhoten’s episode: https://www.hardcorpsmarketing.com/e/where-s-the-social-brandon-rhoten-hard-corps-marketing-show-237/

Busted Myths:

Marketing can lead sales. Great marketers have always been riding along with sales through sales call participation or understanding the pipeline. Marketers have always been a part of sales without having to carry a bag.

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/Hgo_r4xIqkA

The US Hispanic community has grown significantly in recent years from a population, as well as, an economic standpoint. However, many brands and businesses are under investing and representing this market. How can we engage the Hispanic market? How do we foster inclusive and culturally relevant brand messages?

A Visionary Leader, Change-Agent, Award Winning Hispanic Marketer, Former Multicultural Brand Manager at The Coca-Cola Company, Founder & CEO of the Saramar Group, Sarah Marske, delves into misconceptions about the US Hispanic market and we can represent this community into our marketing strategies.

Takeaways:

“There needs to be a mindset shift within companies and leadership teams towards diversity and inclusion, as well as, multicultural marketing.” ~Sarah Marske
Be aware of the diverse audience that you serve and that buy from your company. Demonstrate this inclusivity through your brand and marketing efforts to reflect these underserved markets.
Illustrate authentic and culturally relevant messages in your multicultural marketing efforts. Don’t hesitate to reach out and ask questions on how to reach this goal.
“When connecting with a multicultural audience it is important to have a purpose driven approach. How do we play a role in their growth to create economic prosperity.” ~Sarah Marske
Career Advice: Your value is not validated by anything other than your existence. Share your gifts with the world!

Links:

LinkedIn: https://www.linkedin.com/in/sarah-marske/
Twitter: https://twitter.com/sarahmarske?lang=en
Saramar Group: https://www.saramargroup.com

Busted Myths:

Every brand needs a Hispanic marketing strategy. With the growing population and income levels of the US Hispanic market, it would be a missed business growth opportunity to not have a strategy geared towards this community.
B2B companies can absolutely have multicultural marketing strategies. The growth of hispanic businesses has outpaced the growth of other businesses threefold. If your business offers solutions to small business owners, then this is the market for you.

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/LTNhHJpPj1g

More leads does not equate to more revenue! Then how do we convert more leads to hit our revenue goals?

A Marketing Executive, Revenue Thought Leader, Go-to-market Strategist, Host of The Emerging CMO Group at the Peak Community, VP Marketing, Brand and Demand at MindTickle, Lisa Sharapata, discusses how to efficiently hit your revenue goals.

Takeaways:

To beat the average growth rate in your industry you first need to thoroughly understand the Ideal Customer Profile and hit them at the right time with the right message.
Before going into a new role or company discuss their goals and best steps to reaching them. This will help you gage whether or not the leadership or company culture are a good fit.
“Brand is way more than the colors, font, messages and logo. It is the culture, the mindset. It is what other people are going to say about your company.” ~Lisa Sharapata
While planning your revenue goals, create a 30-60 day plan and start internally auditing. Create a SWOT analysis, gap analysis, and set milestones for your goal timeline.
Have a conversation with your executive leaders to discover their goals and challenges. Align your team’s goals with what they are already trying to do.
“Community is the new event.” ~Lisa Sharapata
In order for sales to partner with marketing, they need to see value in the leads they are receiving.

Links:

LinkedIn: https://www.linkedin.com/in/lisasharapata/
MindTickle: https://www.mindtickle.com
Peak Community: https://www.peak.community

Busted Myths:

You do not need more leads. There is an old school mentality that more leads equal more revenue. However, with a concise group of leads it is easier to find the accounts that are in your Ideal Customer Profile.

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/tfTvF83Nxbg

Marketing has come a long way from the “Mad Men” days. However, some teams still struggle with a generational disconnect. How can we bridge the gap to market more effectively?

A Marketing Leader, Director of Marketing, Andrew Sheaffer, discusses the generational mindsets in marketing teams and actions.

Takeaways:

People know when they are being sold to. However, if the message is targeted to customers who have a need for the product it feels more personal and helpful.
Have your department heads create goals for the quarter. This’ll direct the team on what to achieve and what needs to be accomplished.
Use SEO when approaching different generational mindsets. This is a simple way to show what keywords and phrases are best for targeting.
Whether it is a new or existing business, associate your marketing efforts with revenue. This will ground them and avoid getting lost in branding.
Career Advice: Know the importance of rolling up your sleeves and figuring something out yourself. Put it into action!

Links:

LinkedIn: https://www.linkedin.com/in/andrew-sheaffer-4648573b/
Integrated Financial Holdings: https://ifhinc.com

Shout Out:

55:08 Elizabeth Costa

Busted Myths:

Not everyone can be a marketer. Appointing an individual to specifically head marketing operations will optimize success and connection with your target audience.

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/2-MZGDhfj9M

Maximizing productivity is not always as simple as it sounds. It takes a team effort to align goals and take a step back to figure out what needs to change. What should we be doing to identify priorities and manage goals?

An Agile Marketing Thought Leader, Keynote Speaker, Author of Mastering Marketing Agility and Death of a Marketer, ICAgile Certified Agile Marketing Coach and Trainer, Co-Founder of AgileSherpas, Andrea Fryrear, delves into framework of agile marketing and how to apply agile marketing practices to your process.

Takeaways:

“If you pivot too often without a business case, then you will delay where you want to be. Agile marketing is about making adjustments when there is a good customer centric, data driven reason to do so.” ~Andrea Fryrear
Find the areas in your system where work execution is not optimized. Systematically review team priorities in order to improve the quality and the quantity of work within your organization.
Agile marketing is not a cure-all! It focuses on the execution and the processes to get you where you need to be while under the assumption that the right channels or marketing strategies are already in place.
Objectives and Key Results (OKR) is a great framework to use with teams to track goals. It develops a straightforward way to see what actions are supporting each OKR.
Take the time to have retrospective meetings to assess your team goals and the best next steps to accomplish them. This helps to align objectives for optimal progress.
Career Advice: Spend more of your twenties learning.

Links:

LinkedIn: https://www.linkedin.com/in/afryrear/
Twitter: https://twitter.com/AndreaFryrear
AgileSherpas: https://www.agilesherpas.com
Personal Website: https://fryrear.com
Mastering Marketing Agility: https://www.agilesherpas.com/master-marketing-agility
Death of a Marketer: https://www.amazon.com/Death-Marketer-Marketings-Troubled-Approach-ebook/dp/B06XSQ32H7/ref=sr_1_1?keywords=death+of+a+marketer&qid=1578374359&sr=8-1
Free Course: https://www.agilesherpas.com/educate-marketing-individuals

Busted Myths:

Agile marketing is different from being fast or responsive. It requires marketers to recognize planning at the moment of maximum ignorance. Start exposing your audience to a new plan or idea on a small scale before committing.

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/zOzs0RS8QnQ

Death of a Marketer: Modern Marketing's Troubled Past and a New Approach to Change the Future

Numbers and technology are an important part of marketing, but they are not what pushes marketing past their goal. How does your audience view your brand? What is the story?

A Digital Marketing Thought Leader, Speaker, B2B People’s Choice Award Winner for the Best B2B Content of the Year, Vice President of Marketing at Terminus, Justin Keller, explores brand storytelling.

Takeaways:

Think about what your marketing goal is beyond the metrics. What is the story you are telling? Does it align with your purpose or product?
“There is always a story to tell. Whether it be the product, the purpose, or the company culture, if you are having a positive impact on the world people care.” ~Justin Keller
When you are thinking about telling a story, focus on pattern interruption. Think about how it ties back to the promise you are giving over the product or brand.
Joy and enthusiasm is better than perfection when storytelling. Being a part of something that is exciting is important to people and shows through your work.
Culture is an important part of marketing. If you are able to take big chances and embrace your creativity then you are able to discover new avenues to cultivate your brand.
Career Advice: Don’t take yourself too seriously when you’re marketing.

Links:

LinkedIn: https://www.linkedin.com/in/justindkeller/
Twitter: https://twitter.com/justinkeller
Terminus: https://terminus.com
Bear Like Mouse: https://open.spotify.com/artist/4s6kbbLry4ud2aR5jZlHHz
Art & Copy film: https://www.amazon.com/Art-Copy-Jake-Shimabukuro/dp/B00E97PYZG
Junae Brown’s episode: https://www.hardcorpsmarketing.com/e/the-beyonce-of-marketing-junae-brown-hard-corps-marketing-show-232/

Shout Out:

16:20 Logan Childs

Busted Myths:

Marketing is more than numbers. Lead generation, metrics, aligning with sales, etc are all important aspects, but they are not the aspects that make a brand sing. True marketing is about wild campaigns, telling great stories, and art.

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/PB-dGG9yhLQ

None

How do we better communicate between the product, marketing, and sales department? How can we improve our product marketing process?

An Award Winning Marketing Thought Leader, Business Strategist, Director of Marketing Communications at Taconic Biosciences, Kelly Grover, discusses how to improve success and communication throughout your company.

Takeaways:

Success in product marketing is dependent on three things: having a defined process, data, and engagement across all departments.
“Technology is an enabler, but it is not a strategy.” ~Kelly Grover
When starting ABM, make it simple. You can always add complexity to your systems, but you can’t ever remove it if you baked it into its basic functionality.
Account based marketing is a corporate level strategy that should be a company decision opposed to a single department.
Elevate to the CMO position by thinking outside of marketing and solving corporate level problems.
Career Advice: It is an unrealistic goal to think that you or your journey is perfect. You are going to make mistakes along the way. The stumbles are the stories.

Links:

LinkedIn: https://www.linkedin.com/in/kelly-owen-grover-m-b-a-91657115/
Taconic Biosciences: https://www.taconic.com

Shout Out:

29:34 Sangram Vajre

Busted Myths:

The go-to-market strategy pathway is not a linear line; it’s a feedback loop. We are constantly refining and improving that process between the product, marketing, and sales team.
Sales should not be thought of as an internal customer, but rather in partnership with marketing. Understand their day to day pressures and motivations to drive success.

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/lEuVfBblCRM

How do we promote sales and marketing alignment? What can we do better to support each team?

A Thought Leader, Partner of Linking Indy Women, Co-Founder of Ride & Raise, Ally Brettnacher, delves into the four easy steps towards sales and marketing alignment.

Takeaways:

The first step to marketing alignment is understanding each other. Straightforwardly communicate your goals and what you need from each other to achieve the objectives.
Having the marketing team sit in on sales calls allows for first hand exposure to what the sales team experiences and their challenges day to day.
“Sales, if the marketing team is trying to enable you on the amazing content they have put together, then show up and learn about the content. Enablement is key to success!” ~Ally Brettnacher
When it comes to marketing and sales alignment, we need to be involved in the conversation from the beginning. Understand why ______ has value.
Prevent sales and marketing silos by asking for feedback on how people are responding to what marketing is doing and showing appreciation to each other.
Career Advice: You are so much smarter than you think. Speak up more, you are good enough!

Links:

LinkedIn: https://www.linkedin.com/in/allytbrett/
Twitter: https://twitter.com/allytbrett
Ride & Raise: https://rideandraise.org
Linking Indy Women: https://linkingindywomen.com
Personal Website: https://allytbrett.com
Brandon Rhoten Episode: https://www.hardcorpsmarketing.com/e/where-s-the-social-brandon-rhoten-hard-corps-marketing-show-237/

Shout Out:

36:04 Todd Caponi

Busted Myths:

Sales and marketing alignment is not as difficult as it seems. Communicating goals, sitting in on sales calls, asking for feedback, and showing up for each other makes all the difference in breaking down those silos.

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/2uoF1ob1F-Y

Public relations is often thought of as crisis management or press releases. But what if you could take PR tactics and use it to understand your target audience and boost ROI?

A Thought Leader, “Anti-PR” Strategist, Entrepreneur, Podcaster, Founder and Chief Evangelist at JoTo PR Disruptors, Karla Jo Helms, shares her knowledge of public relations and how to measure it.

Takeaways:

Factors such as the affected target audience size and the emotional level of the public based on what happened help determine the volume of communication needed to offset a PR incident.
In PR, it is important to identify the groups and thought leaders that influence your target audience. Speak through those communication channels to reassure those particular markets.
“You can apply the same crisis management strategy to mathematically go into a new market. Think who is the market, what is their psycho-emotional mindset, and who are their third party credibility sources.” ~KJ Helms
“You always have to have a story. It is what creates news today. It is all about what the problem is and thought leaders or people in that space lending their opinions on the topic.” ~KJ Helms
Number one rule for PR firms: Don’t ever talk about your products and services. Talk about the problems your clients are facing.
Career Advice: Believe in yourself!

Links:

LinkedIn: https://www.linkedin.com/in/karlajohelms/
Twitter: https://twitter.com/JoToPR
JoTo PR Disrupters: https://jotopr.com

Busted Myths:

Public Relations can be measured! PR is leading people by their minds and to guide public view. It is much more than press releases!
Public Relations is analytical. You have to be very aware of your competitor’s public opinion and think a step ahead.

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/8_sZughcGm0

How do we improve our accessibility for customers? What is the best way to engage with them in the ever expanding digital world?

A B2B Technology Executive Thought Leader, Top 40 Demand Marketing Game Changer, Top 30 Most Influential Women In B2B Marketing Technology, Member of the Forbes Marketing Communication Council, CMO of ActiveCampaign, Maria Pergolino, dives into brand values and expectations in the digital world.

Takeaways:

Set clear expectations about your service and who you are as a company. People are looking for brands that align with their values. Take control of the narrative!
Digital transformation is enabling anything you would do offline or in person and removing friction from that process. How does this affect the channels we engage through?
“As marketers we are creators. Taking time on any of these platforms to be a creator even if there is no audience is a worthwhile effort.” ~Maria Pergolino
“The more you can do in marketing, then the more efficient sales becomes and less expensive your model becomes.” ~Maria Pergolino
Career Advice: Think bigger. You are capable of more than you realize.

Links:

LinkedIn: https://www.linkedin.com/in/mariapergolino/
Twitter: https://twitter.com/InboundMarketer
Company: https://www.activecampaign.com
AirBnB Experiences: https://www.airbnb.com/s/experiences

Shout Outs:

25:06 Dan Frohnen

Busted Myths:

Small businesses have just as complex of problems as enterprise businesses. Put the customer first, connect with people and make it easy as Amazon for your customer.

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/PVBVEV9sG8s

With the growing tech world and large community outreach online it is hard to avoid the attraction of having a company social media presence. But how is the social being used? Is it just a strategy or does it represent a bigger position or purpose?

A Digital Strategy Media Leader; Global Chief Marketing Officer; Former VP of Advertising, Media, Digital, and Social Media at The Wendy’s Company; Former the Global CMO of Papa John’s International; Former Global CMO of Potbelly Sandwich Works; Brandon Rhoten, shares his wisdom on how to build a brand and stay true to its main objective.

Takeaways:

Spend your time, money, and resources on platforms that cultivate a larger brand goal. A social media brand without a goal is like performing tactics without objectives.
“Brands that are magic understand who they are in the world. They are comfortable in their own skin.” ~Brandon Rhoten
Understand the emotional and functional needs that your brand fulfills for people. Use them as a baseline for communicating how you meet those needs in a compelling way.
Be true to the brand, not the tactic. Tactics, for example a spokesperson, should bring forward a larger position or objective rather than becoming the main focus.
“If you can take the logo and put it on a totally different category of product and you understand what that product would feel like you have a great brand. A great brand carries something bigger than featured benefit or product.” ~Brandon Rhoten
Career Advice: Save some money so you can take risks in your career.

Links:

LinkedIn: https://www.linkedin.com/in/brandonrhoten/
Twitter: https://www.twitter.com/brhoten/
Wendy’s Twitter: https://twitter.com/Wendys

Shout Outs:

1:02:39 Seth Godin

Busted Myths:

Not every brand needs to be on social media. Social media is a strategy that can be used to further a larger goal that is bigger than the platform. However, it is not a requirement to create a great brand.

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 - httphttps://youtu.be/BFVJVeCIza0

When deciding to continue a lead’s customer journey to sales, it is important to look at what makes sense for them. Are they ready to move forward at this moment?

An actual Rockstar, Marketing Thought Leader, Entrepreneur, Formally CMO and now CXO of BoardOnTrack, Rachel Jordan, redefines sales readiness.

Takeaways:

“Sales readiness means you are ready to build a relationship, not that you are ready to be a customer tomorrow.” ~Rachel Jordan
Do what makes sense for your customer’s timeline. Understand what is important to them right now in the moment.
Focus on responding to your potential clients as quickly as possible rather than the quantity of engaging content. This moves them up the chain when it makes sense and closes them in on the window of opportunity.
“It is not about quantity. It is about the right timing with the right people.” ~Rachel Jordan
Marketing does not live in a box anymore. It touches every stage of the customer lifecycle. It needs to feel like it is presented with the same voice.
Career Advice: Encourage yourself to pivot in your career. Trust yourself!

Links:

LinkedIn: https://www.linkedin.com/in/racheljordan/
Twitter: https://twitter.com/RachelBJordan
Company: https://boardontrack.com
Personal Website: http://www.rachelbjordan.com

Busted Myths:

Customers are not exclusively sales ready only when they are prepared to give you their money. Deciding where marketing ends and sales begins for leads needs to be defined and agreed upon between both departments.

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/1zKl1V4VJlw

How do we define customer success? Is it through the experiences our clients have or by the outcomes they receive?

Host of the 5x award winning podcast The Electronic Propaganda Society, Director of Market Strategy at Salesforce, Mathew Sweezey, alongside, Customer Experience Thought Leader, Host of The Revenue Revolutionaries podcast, Co-Founder & Chief Community Officer at MetaCX, Dave Duke negate the mindset of customer experience as the quintessential element for customer success.

Takeaways:

At the end of the day our customers are evaluating if they achieved value in this relationship. It’s time to shift our thinking towards our customer’s goals and their overall success.
If outcomes are implemented into business reviews then we will be able to understand what milestones need to be hit in order for us to help clients achieve their goals.
An outcome is not created by a single team. Move your organization out of silos and into concentric circles around key moments of the customer journey.
It is important to have a conversation with your team and clients how we are presenting our products and services in the context of the outcomes the customer needs to achieve. Features are not a one size fits all.
We have redone our math on customer success. An experience that does not lead to the outcome can always be surpassed by an outcome with a poor experience. But an outcome with a poor experience can always be surpassed by an outcome with a positive experience.
Career Advice: Read more and get as many work experiences as you can!

Links:

LinkedIn:
- https://www.linkedin.com/in/mathewsweezey/
- https://www.linkedin.com/in/daveduke26/
Twitter:
- https://twitter.com/msweezey
- https://twitter.com/djdukeiu
Company:
- https://www.salesforce.com
- https://metacx.com/revrev/
Personal Website:
- https://mathewsweezey.com
Books:
- https://www.amazon.com/Context-Marketing-Revolution-Motivate-Infinite/dp/163369402X
- https://metacx.com/assets/ebook-the-new-north-star-experience-is-the-method-outcomes-are-the-goal/
Podcasts:
- https://podcasts.apple.com/us/podcast/electronic-propaganda-society/id1460256430
- https://podcasts.apple.com/us/podcast/revenue-revolutionaries/id1535380555
Blog:
- https://metacx.com/blog/experiences-is-the-method-outcomes-are-the-goal/

Busted Myths:

Experiences are not the end all be all! The customer’s experience is not the customer’s goal. It is merely the method we use to accomplish their goal.

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/3-MUni3pBTU

The Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media

The Best of 2020 - Christina Anderson - Hard Corps Marketing Show #234

It’s a holiday special! And a special guest - Christina Anderson, Marketing Coordinator at Cheshire Impact!

2020, as crazy as it’s been- what a wonderful thing to have had these amazing conversations directly with friends and guests from across the country and abroad! It brought us together in this spaced apart time.

Disclaimer- this was HARD! All of our guests are noteworthy! Check out all of our episodes at our website Hard Corps Marketing Show

Episode Shout Outs!

Fanocracy Marketing - David Meerman Scott - Hard Corps Marketing Show # 115
- Episode Link
The SEO Puzzle Master - Stoney deGeyter - Hard Corps Marketing Show #120
- Episode Link
No Nonsense Marketing Fundamentals - Laura Luckman Kelber - Hard Corps Marketing Show #121
- Episode Link
Marketing Automation - Casey Cheshire - Hard Corps Marketing Show #129
- Ethan Beute take over!
- Episode Link
What it Really Takes to Align Sales & Marketing - Logan Childs - Hard Corps Marketing Show #137
- Episode Link
The Best of ABM - Christina Anderson - Hard Corps Marketing Show #164
- ABM Marketing
The Power of Influencer Marketing - Neal Schaffer - Hard Corps Marketing Show #167
- Episode Link
The GDPR & CCPA Marketing Experience - Jodi Daniels - Hard Corps Marketing Show #154
- Episode Link
Quantifying Marketing for Megadeals- Christopher Engman - Hard Corps Marketing Show #157
- Episode Link
Distributing Content as Breaking News - Chris Walker - Hard Corps Marketing Show #163
- Episode Link
Start Ugly - Chris Krimitsos -Hard Corps Marketing Show #180
- Episode Link
The Content Miner - Kristen Sweeney - Hard Corps Marketing Show #183
- Episode Link
The Marketing Metrics that Matter - Alon Wacks - Hard Corps Marketing Show #184
- Episode Link
Outcome Obsessed Marketing - Holly Tsourides - #192
- Episode Link
The Economic Fortune Teller - Steph Smith - Hard Corps Marketing Show #185
- The Hustle
- Episode Link
5 Minute Selling - Alex Goldfayn - Hard Corps Marketing Show #194
- Episode Link
Decrypting Marketing Data - Yogesh Mehra - Hard Corps Marketing Show #196
- Episode Link
The Agile Marketing Transformation - Femi Olajiga - Hard Corps Marketing Show #199
- Episode Link
Personalization Beyond the 9-5 - Greg Segall - Hard Corps Marketing Show #212
- Episode Link
The SLA that Aligns Sales & Marketing - Darryl Praill - Hard Corps Marketing #215
- Episode Link
Marketing Operations Master - Crissy Vetere Sanders - Hard Corps Marketing Show #223
- Episode Link
How to Fit a Giraffe In the Refrigerator - Tammy Begley - Hard Corps Marketing Show #227
- Episode Link
The Secrets of SEO - Geoff Atkinson - Hard Corps Marketing Show #228
- Episode Link
The Beyonce of Marketing - Junae Brown - Hard Corps Marketing Show #232
- Episode Link
Building an Authority Marketing Colosseum - Adam Witty - Hard Corps Marketing Show #130
- Episode Link
Curiosity that Sparks Innovative Marketing - Diane Hamilton - Hard Corps Marketing Show #123
- Episode Link

Busted Myths:

If you’re sitting close to your camera, it’s almost as if you’re sitting across the table from that person at a coffee shop
We have a common vocabulary with sales! No fancy sales words, or marketing words

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/ryph9BopYRY

A Thought Leader, Content and Social Marketing Expert, Forbes 30 Under 30, Speaker, Author of The Manifesto on Content Marketing Teams, Evangelist, Podcast Host of The People In Marketing, Co-Founder and CEO of Planable, Xenia Muntean, shares her knowledge of best practices for social and content marketing.

Takeaways:

There are no specific metrics that every business needs to follow. Each business is unique, as well as, their goals. Pay attention to the metrics that best suit your goals.
Building great content is not enough. You should spend just as much time, if not more, on promoting, repurposing and SEO to get your content in front of your target audience.
In the growing technological world, more and more content is being produced each day. It is important to focus on how you can produce content in a scalable matter with little resources.
Sometimes we need to move slower in order to move forward and evolve. Work on having a strong foundation and process for your social media before advancing.
Career Advice: You can do more than you think you can!

Links:

LinkedIn: https://www.linkedin.com/in/xeniamuntean/?originalSubdomain=uk
Planable: https://planable.io
The Manifesto on Content Marketing Teams: https://www.amazon.com/Manifesto-Content-Marketing-Teams/dp/B08JM7Y2K8

Busted Myths:

There is no best posting time on social media. It really depends on the type of audience and business you have. Instead, focus on algorithms, engaging content, and reactions.

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/PVlme232shw

Episode 187: The Manifesto on Content Marketing Teams

Marketing is not just about sales or the product. It is about the people and the community you cultivate. This is why creating an experience with your marketing is key.

A Strategic Marketing Leader, former marketer at Sony Music, Founder and CEO of Browned 2 Perfection Agency, Junae Brown, shares her extensive knowledge of building marketing experiences and being intentional on social media.

Takeaways:

In the sea of marketing, you have to find a way to stand out! We have all this access to resources and our consumers at our fingertips. Find an impactful way to tap into your audience that is half the cost but is twice as much.
Everybody wants to be the brand that is talked about. Create moments on social media consistently and be intentional about what you are putting out there.
Think of strategies like a carnival. There needs to be something for everyone because consumers are very nuanced. Even though a group might have the same intention, the way they think could be completely different.
“Good marketing is about tact not just tactics. It’s all about the people. If there were no people there would be no customers, audience, or need for the brand.” ~Junae Brown
Every person is not going to fit into your target audience or be your customer. Instead provide everyone a positive experience and your community will grow.
Career Advice: Trust yourself! Just because everyone can’t see your vision yet, does not mean it shouldn’t exist.

Links:

LinkedIn: https://www.linkedin.com/in/junae-brown-1818253b/
Twitter: https://twitter.com/JunaeBrown
Browned 2 Perfection: https://www.facebook.com/Browned2Perfection/

Busted Myths:

We should make our marketing a fully immersive experience for our user. Promote longevity by keeping it interesting and being a part of the conversation.

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/KNtg9MqHUAg

A Business Leader, Entrepreneur, Writer, Founder and President at SalesRoads, David Kreiger, delves into building sales and marketing alignment and buyer communication.

Takeaways:

Having a point person that sales and marketing reports to bridges that gap of communication between the departments, as well as, creates a coherent strategy.
It is important for sales and marketing to collaborate together to customize their marketing tools. Step away from the templated email blasts!
Buyers have become busier and require quicker communication from sales people. Inside sales have been thriving because they are better equipped for that level of communication with easy access to technology such as Zoom.
Focus on your Ideal Customer Profile when marketing and selling to clients. Try to target clients that you know you would service well and have deep conversations with them.
Invest in coaching your sales representatives. Putting a coaching infrastructure in place for your team is key to creating unified messaging across the board.
Career advice: Start early and learn as much as you can.

Links:

LinkedIn: https://www.linkedin.com/in/davidkreiger/
Twitter: https://twitter.com/kreigs
SalesRoads: https://salesroads.com

Busted Myths:

Most people think of a salesperson as someone who is gregarious and always has an interesting story. However, the best salespeople are those who enjoy listening and are passionate about solving their clients problems.

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/ZxLzbgvZGdw

Data driven approaches are great for creating logical predictions for how customers will interact with content. However, people are not cut and paste. It’s time to take a more personal approach and think like the customer.

A Marketing Leader, Strategist, Artist, Writer, Speaker, Fractional CMO, Founder of The ABM Journal, Founder and Chief Marketing Strategist at MESH Interactive Agency, Bill Schick, shares his knowledge of customer viewpoint.

Takeaways:

Following a very rational data approach to marketing runs the risk of going down the same path as competitors. There is no one forum to marketing success.
Try adding a humanistic approach to marketing. People want to know who is on the company’s team and why you created what you have created.
Present data or a view that those who have financial jurisdiction respect above their own. This will promote alignment and overcome any preconceived views the individual may have about something.
Don’t be afraid to be experimental when it comes to account based marketing. Try creating a strategy that has an unexpected angle that relates to the conversation and their work reality.
Create experiences that teach or that have interactive components. This allows sales representatives to have a more personal connection early on to start the conversation with customers.
Career advice: Don’t feed into the fear of risk. Make the jump!

Links:

LinkedIn: https://www.linkedin.com/in/founderandcdo/
Twitter: https://twitter.com/BillSchick
MESH Interactive Agency: https://www.meshagency.com
The ABM Journal: https://www.theabmjournal.com
Tom Hessen Episode: https://www.hardcorpsmarketing.com/e/true-buyer-intent-discovery-tom-hessen-hard-corps-marketing-show-220/

Busted Myths:

Not everybody can be in marketing. It takes a special kind of person to do the digging and be creative!

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/1xR6ayOluzU

LinkedIn has been used to network and promote professional work. However, you can still add your personal touch and authenticity within your LinkedIn posts.

A Social Media Leader, Digital Content Creator, LinkedIn Master, Director of Content & Digital Media at Enterprise Community Partners, Mandy McIntyre,

Takeaways:

Don’t be afraid to let your personality shine through on LinkedIn. Share the development and emotions behind a project you are working on.
There is power in sharing insight or happenings behind the scenes. If you want engagement with others then try giving them your thoughts on the subject or ask questions.
Telling an experience or stories about yourself on LinkedIn. This helps promote your authentic self rather than simply giving tips on how to overcome or master the topic.
Be more open to others opinions and comments on your content. They could have a point of view you haven’t thought of or this could be an opportunity to challenge their thought process.
Career advice: Start thinking about and exploring the things you are passionate about early.

Links:

LinkedIn: https://www.linkedin.com/in/mandymcintyre/
Enterprise Community Partners: https://www.enterprisecommunity.org
Quad Meets: https://www.quadmeets.com

Busted Myths:

You do not need to be perfectly polished and buttoned up if you are a leader on social media. Show that you are an actual person.

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/5sS0gFxuh1c

SEO is often seen as this puzzling creature that is difficult to navigate. Is SEO really as mysterious as we assume it to be? Or is the secret for a great SEO just a few clicks away?

A Technology Driven Marketing Thought Leader, Entrepreneur, Speaker, Former SVP of Marketing at OverStock.com, Founder and CEO of Huckabuy.com, Geoff Atkinson, debunks the misconceptions behind SEO and gives tips on how to better your website rank.

Takeaways:

Top tips for ranking high on Google:
- Have a great technical foundation of your site, such as mobile friendliness, page speed, site architecture, amount of Javascript, etc.
- Backlinks matter!
- Have regularly updated content on your site
Do not put 90% of your focus on paid channels such as page search, social, display, or media. Things like email, CRM, and SEO are much easier to adjust and are less technical.
Page speed is a huge problem across the internet! If you are looking for something to work on next in SEO, then read up on the new updates for page speed coming in 2021.
Career advice: Set yourself up so that you are comfortable and enjoy work rather than having it be your entire life. Don’t put yourself and your wellbeing in the backseat.

Links:

LinkedIn: https://www.linkedin.com/in/geoff-atkinson-7311872/
Twitter: https://twitter.com/geoffatkinson
Google Lighthouse Report: https://developers.google.com/web/tools/lighthouse
Huckabuy.com: https://huckabuy.com
Google Update 2021: https://huckabuy.com/2020/09/25/2021-google-algorithm-update/

Busted Myths:

SEO is way more transparent than people give them credit for. They are quite honest about what they want out of websites and you are able to reverse engineer it.
SEO agencies and consultants are not always the solution. Many make their business model off of the idea that SEO is a black box controlled by Google and only they can crack the code.
Content is not king. It is very important, though there are other fundamental things that you have to do in order to achieve great search rankings.

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/Diajn6A13ug

Marketers often fall into the trap that a marketing tool is a silver bullet. How do we build off that tool to better our marketing outreach?

An International Marketing Leader, Entrepreneur, Marketing Automations Strategist, Certified Pardot Consultant, on the Pardot Advisory Board at Salesforce, Pardot Practice Lead at Destined, Tammy Begley, gives her insight into marketing tools about how to implement.

Takeaways:

“You need to start thinking outside of the box. Stop having preconceived ideas because the way you are going to be successful is if you break down some of those boundaries.” ~Tammy
Having sessions about Pardot marketing automations with all company departments helps set the scene to start the process of building your silver bullet and get people excited!
In today’s marketing world you need to be a digital marketer as well as a traditional marketer. If you don’t have those skill sets then it’s going to be difficult to survive.
Marketing operations are essential to a company’s success. If a company’s systems aren’t aligned then it could be doing anything and everything but not getting the right return for the efforts.
1 Tip for Marketing Automations: Keep it simple. This allows you to listen and learn more about the tool starting out. Then you can try pushing the limits.
Career advice: Believe that you can do anything you put your mind to.

Links:

LinkedIn: https://www.linkedin.com/in/tammybegley/?originalSubdomain=au
Destined: https://www.linkedin.com/company/destined-by-design/

Busted Myths:

Marketing automations tools are not a silver bullet. They may open doors to new strategies, but it does not tell you what to say or do.

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/E3fKzSROZso

Data driven analytics are essential to understanding the impact of marketing campaigns. However, with all of the data available, what should you really be focusing on? What are your goals?

A Data Science Wizard, Veteran Data Analytics Thought Leader, Translator, Methodologist, Consultant, Ted Lorenzen, delves into goal orienting your data analytics.

Takeaways:

Analytics is not just ROI. You can use the same methods or techniques you would for ROI in other metrics to expand on all your other goals.
Before making data driven decisions there needs to be goals in place to strive for. This is a more organized way to adjust marketing to drive efficiency or increase impact.
Use these steps to find out what data you should analyze in your data:
- What does the business need?
- What levers are you allowed to pull on?
- Find the historical data for each lever or you will need a proxy.
Try having a third party experienced data analyst look at your campaign data. This provides an impartial set of eyes with no unconscious bias towards the results.
Don’t be afraid to experiment with new marketing ideas. For example, running an ad experiment on Facebook, allows you to see how your audience responds to inform you for the future.

Links:

LinkedIn: https://www.linkedin.com/in/ted-lorenzen/

Busted Myths:

ROI is not the only goal for data analysts. If you only chase ROI, then you are going to miss out on important things marketing is doing. Look through it with different lenses, such as total impact.

Shout Outs:

44:25 Cassie Kozyrkov

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/ruxK-VDRJLY

Email marketing has been a foundational marketing strategy in the digital world. However, is it still relevant with the rise of social media platforms?

A Marketing Leader, Keynote Speaker, Entrepreneur,Content Strategist, LinkedIn Influencer, Copywriter to SaaS and Creators, Instructor of Digital Marketing Fundamentals at University of Vermont, Full Time Consultant, Liz Willits, shares the importance of email marketing and promoting trust from your audience.

Takeaways:

On social platforms you are not in control of the algorithm. Email marketing is all on you to reach out to individuals. This makes social media much less reliable in that sense.
People go on social media to consume content from their friends. They typically are not there to purchase products. Whereas, email is more expected for marketing promotion.
Any time you are on any social media platform you need to have strategies to get people on to your email list in case of a platform shutdown.
Invest time in your lead magnet! People share it with their friends if it is a great free resource or it is the first point of building a relationship with a subscriber. This will grow your email list.
“If you can start telling a story in your subject line that people want to know the ending to, then that is a great way to get people to open your emails.” - Liz Willits
Build trust by giving your audience free value to their biggest questions or challenges. This creates reciprocities and keeps people coming back for more.
Career advice: Build an audience and start creating content around you and your expertise. That audience will be very valuable in the long run.

Links:

LinkedIn: https://www.linkedin.com/in/liz-willits/
Liz Willits: https://lizwillits.com

Busted Myths:

Email marketing is not dead! It is a top revenue platform to sell because you are building an audience of people who know and trust you.

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/i7I7fnaYepE

An Influential Content Marketing Thought Leader, Top 14 Content Marketer, Top 100 Digital Marketer, Top 40 B2B Marketer, Author of #1 Content Performance Culture, Chief Content Marketing Officer for The Authentic Storyteller Project, Christoph Trappe, chats about different ways to enhance your social media presence.

Takeaways:

There is no perfect time to post something on social media! Your audience may not be exposed to it right away due to the algorithms on the platforms.
Consider using audio tweets and gifs as a way to interact with your target audience. They both add a personal touch to your social media engagements.
There is a difference between trying to capitalize and being authentic. Podcasts show your authenticity because it can be difficult to hide one’s true self.
Repurpose content on different platforms to get complete promotion coverage. Make sure you always link to your website because then you are able to target and remarket to them.
If you are performing a content performance culture model while retargeting visitors to your website, keep an eye on your metrics. Are you attracting your true audience?

Links:

LinkedIn: https://www.linkedin.com/in/christophtrappe/
Twitter: https://twitter.com/CTrappe
Content Performance Culture: https://www.contentperformance.online
The Authentic Storyteller Project: https://authenticstorytelling.net
Business Storyingtelling Podcast: https://authenticstorytelling.net/webrand

Busted Myths:

Social media followings should not be a top priority. Just because you have a large following does not mean that people will see your content. Think about who you are trying to reach.

Shout Outs:

05:47 Rob and Kennedy - The Email Marketing Show
43:30 Voice Strategy by Susan & Scott Westwater

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/7-3ucwYzseI

Many heads of marketing find marketing operations to be a cryptic section of the company. In reality, they are the secret weapon behind the scenes making everything work smoothly.

A Marketing Thought Leader, Co-host of the fwd:thinking Podcast, Speaker, Entrepreneur, Co-Founder and Board Member of Women in Revenue, Co-Founder and Principal Consultant at CS2 Marketing, Crissy Vetere Saunders, illuminates how marketing operations affects the customer journey and revenue of the business.

Takeaways:

“Marketing Ops is what makes marketing work. We are the team ensuring that from all your campaigns, to how someone enters the sales cycle, that it all happens in the most effective way.” ~Crissy Vetere Saunders
The best mindset for a marketing ops representative is an entrepreneurial one. In order to make the right decisions, understanding the whole business will better inform that.
Marketing ops should spend most of their time focusing on campaigns and anything touching revenue. That is what the company cares about the most!
Forge your own marketing ops persona! Start with creating goals for yourself and knowing how parts of a business fits together.
Career advice: Try to focus on the things that really matter and don’t feel like you need to do everything to be significant.

Links:

LinkedIn: https://www.linkedin.com/in/crveteresaunders/
Twitter: https://twitter.com/CRVetere
CS2 Marketing: https://www.cs2marketing.com
Women in Revenue: https://www.womeninrevenue.org
Fwd:thinking Podcast: https://www.cs2marketing.com/fwd-video-podcast

Busted Myths:

Marketing Operations is a strategic part of the marketing team and the people in this department can be strategic leaders! They understand the key data thoughts that support the departments across the company. You cannot do marketing without marketing ops.

Shout Outs:

50:11 Chris Russell
50:21 Maria Pergolino

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/Z4EsyJmzUWs

When looking for prospect buyers it is important to really know your buyer persona, as well as, each prospect’s pain points. Is there more we could be doing now to help weed out the best candidates sooner?

A Marketing Leader, Mentor, Speaker, Founder and Chief Pot Stirrer at Soft Land Partners, Founder and Client Advocate at MEET, Bill Kenney, shares how to seek out true prospect buyers and build valuable relationships with them.

Takeaways:

What keeps your buyer persona up at night? Create offers that illuminate that pain and show how you can ease it. Be empathic towards your target customer and communicate to them in a way that is attractive to them.
A prospect customer needs to have three requirements: a need, money and urgency. If they do not have these requirements then they are not a prospect customer.
Strive to have the wisdom to not be sure and be okay with testing. Set up your marketing so that it is flexible in a way that you can test and validate ideas.
“The more non-prospects you have, the more diluted your time becomes rather than dealing with the people who are convertible.” ~Bill Kenney
After you covered the agenda of the meeting with a customer, ask them what else they are trying to solve whether it be directly related to you or not. This builds a relationship of value over price.
Career advice: Start entrepreneurship early and get as much experience with internships as you can.

Links:

LinkedIn: https://www.linkedin.com/in/bkenney/
Twitter: https://twitter.com/billkenney
Email: bill@meetroi.com
Belly 2 Belly Podcast: http://meetroi.com/podcast/
Soft Land Central Podcast: http://softlandpartners.com/podcast/
MEET: http://meetroi.com
Soft Land Partners: http://softlandpartners.com

Busted Myths:

Don’t give away products that your company does not sell. Think about who you are attracting. You want to make offers that align with what you are trying to catch.

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/DazbyluE83U

Account based marketing is all the rage in the marketing community, but are we thinking about it in the correct lens?

A Marketing Thought Leader and VP of Marketing at Fortress IQ, Christelle Flahaux, argues that Account Based Marketing should be overseen by the sales department.

Takeaways:

ABM is not new. Field marketers have been doing this for decades; technology just caught up to make it easier.
Every account is different. You have to understand your customer and how your product fits with them to make them open the door or react. No piece of technology will magically fix that.
Do your research! Understand your account’s likes and dislikes to do something that is relevant to that person. This is key for any ABM strategy.
Put the power in Sales’ hands when it comes to ABM. They are the ones having the conversations with accounts! Otherwise it will be just like any other inbound campaign.
It is difficult to find a product marketer who is a perfect fit. Instead, look for someone who truly understands the product and has experience speaking with customers 1:1.
Career advice: You don’t always have to be right, but you do have to try. You learn the most from your biggest failures.

Links:

LinkedIn: https://www.linkedin.com/in/cflahaux/
Twitter: https://twitter.com/mktgstella
FortressIQ: https://www.fortressiq.com

Busted Myths:

ABM should not be our demand gen strategy. Instead, ABM should be used as a part of an integrated marketing strategy on the sales end rather than the marketing end.
Buying a piece of technology isn’t going to fix your ________ problem. There is a lot of strategy and thinking that needs to happen before you are ready to fix a piece of technology that compliments that strategy.

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/fWpp4T-Ws4o

Marketers often look at metrics such as how long prospects spend time on a page or how many clicks they get. However, are marketers really learning anything about the intent of their buyers in this way?

A Business Leader, Software Entrepreneur, Consultant, CEO at 9Lenses, Tom Hessen, delves into the intent of buyers and how to assess their needs.

Takeaways:

Marketers are often incentivized by quantitative leads. Unfortunately, this damages the sales and marketing relationship, especially if the “leads” they are presenting aren’t ready to talk to sales.
Assessments are an incredible way to add value to the prospect while educating them on all you have to offer. They are tailored and personalized to fit their needs.
Discover calls as we know them need to die. It all starts with marketing. Find the prospects true business needs before sending it to sales.
No matter if you have known your prospect for 5 years or 5 days have them take the assessment before you have a discovery call. This will educate them and yourself to progress further faster.
Interactive content is more engaging for your audiences at the top of the funnel. This is a great opportunity to add more value and personalization.

Links:

LinkedIn: https://www.linkedin.com/in/tomhessen/
9Lenses: https://www.9lenses.com

Busted Myths:

Marketers can not know something about a prospect by the measurement of intent such as what they viewed or how much time they spent on a page. This does not show their viability as a buyer.

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/U9LhpqnDXQw

We have all heard the saying “There is no I in team.” It takes communication and collaboration to really make a project successful. Then why do we still struggle with cooperation in groups?

A Marketing Automation Leader, Technologist, Speaker, Marketo Champion, Global Marketing Operations Manager at Amazon Web Services, Darrell Alfonso, shares his experience in project management and success.

Takeaways:

Miscommunication occurs often if there is not an open conversation on project objectives. Remember that not everyone thinks like you or has the same goals.
“Find what works well for your customers and make it even better.” ~Darrel Alfonso
When it comes to project management for mid-sized companies, be sure to keep your stakeholders updated and motivated with milestones to get something successful through the door.
Don’t discount the value of experience. People who have more experience have had more time to understand and pick up patterns.
Build with a Training Mindset. Train others and build your processes and programs with the idea that other people will use it!
Career advice: Work hard but find the time to relax.

Links:

LinkedIn: https://www.linkedin.com/in/darrellalfonso/
Twitter: https://twitter.com/DemandDarrell
Amazon Web Services: https://www.linkedin.com/company/amazon-web-services/
Project Management for The Unofficial Project Manager: https://www.amazon.com/Project-Management-Unofficial-Manager-FranklinCovey/dp/194163110X?ref_=Oct_s9_apbd_simh_hd_bw_bh9&pf_rd_r=NHB6P932RZVXCHKGY5WB&pf_rd_p=dca8a16a-96fe-51bc-8261-c1db66c588a3&pf_rd_s=merchandised-search-10&pf_rd_t=BROWSE&pf_rd_i=2675

Busted Myths:

Marketing success cannot happen in a vacuum. Great success needs the cooperation and collaboration of 10s, 100s of people to really make an impact on business.

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/uNAQMCGV2YI

Project Management for the Unofficial Project Manager: A FranklinCovey Title

B2B marketers are great at the bottom of funnel content, but we tend to forget that top of funnel content is just as important for our consumers.

A B2B Thought Leader, Entrepreneur, Host of The Content Callout Podcast, Host and Founder of The Negotiations Ninja Podcast, Founder and Head of Marketing at Content Callout, Mark Raffan, delves into connecting to consumers through top funnel content.

Takeaways:

If you really want to connect with your audience then you are going to need to know them on the deepest level. Understand how they have fun, their family, activities they like to do, etc.
Weekend words are the language that your audience uses when they are at home on the weekend. Look at ways to incorporate those words into your content to appeal to your target market.
Now is the time to be investing in good content production whether that be written, video or audio. This could set you apart in today’s hyper digital world.
Top of funnel content is just as important as bottom of funnel content. Consumers need to be educated about your service or product, as well as, why you are the best choice before purchasing.
Tips for negotiation:
- Always ask for more than you expect
- Plan, Prepare and Strategize
Career advice: Take more risks!

Links:

LinkedIn: https://www.linkedin.com/in/markraffan/
Twitter: https://twitter.com/MarkRaffan
The Content Callout: https://www.contentcallout.com
The Negotiations Ninja: https://www.negotiations.ninja
Greg Segall Episode: https://www.hardcorpsmarketing.com/e/personalization-beyond-the-9-5-greg-segall-hard-corps-marketing-show-212/
Jeanniey Walden Episode: https://contentcallout.libsyn.com/jeanniey-waldens-weekend-words-marketing-strategy

Busted Myths:

B2B should be balanced between bottom and top of funnel content they put out. Both sides are important.
You do not have to be corporate all the time. It is okay to not take yourself so seriously. This makes you look stuffy and less approachable or entertaining for the target audience.

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/OFPdSX1wpCk

Everyone believes that they have great content. However is your content connecting with your audience in a way that is benefiting their customer journey?

A Marketing Leader, Salesforce and Pardot Specialist, and Marketing Strategist, Lucy Graham, chats about the importance of having content that is relevant to your audience.

Takeaways:

Focus on getting your message across in a holistic way that matches the buyer’s journey. The key piece is catering to their needs and wants through content.
Get leads from target accounts that are engaging with content such as webinars and digital media that have people click forward. These are warmer leads because they show a peak in interest with what you are providing.
Have live speakers and engagement in your content. This will ensure that you are getting what you want across while being relevant to your audience.
Be open to getting feedback and collaborating with other people. Just because things have been done the same way for so long doesn’t mean new ideas won’t work too.
Career advice: Seek the positivity in all your opportunities.

Links:

LinkedIn: linkedin.com/in/lucy-graham-1754ba8

Busted Myths:

Everyone thinks that their content is what people are expecting and want. In some cases, it has become so inverted that the content is all about the company and their goals rather than the customer journey.

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/M5HEIcqOiE0

Sales and Marketing alignment is essential to a customer’s journey. How do we bring each department together for full brand harmony?

A Marketing Leader and VP of Integrated Marketing at Enverus, Ashley Estilette, discusses how to market to sales and boost alignment.

Takeaways:

Your brand needs to be representative of how your sales and product teams are talking about the company and what you offer, otherwise the customer experience becomes fragmented.
Start by having your top of the funnel be your demand gen engine and focus on getting things automated. Then start going into the creative piece.
The buyer’s journey has changed in this digital world. Revisit the diversity of your marketing playbook and create a range of different content to be aligned with their journey.
Augmented reality is a great way to create a fun experience for the customer. Remember: many customers buy based on an emotional experience.
Everything you do needs to be in line with your go to market strategy. Make sure your coworkers know the company's vision and brand!
Career advice: Roll up your sleeves, get in the weeds, and raise your hand for projects! Attitude is everything.

Links:

LinkedIn: https://www.linkedin.com/in/ashley-estilette-msc-3a6b4320/
Enverus: https://www.enverus.com
Angela Earl’s Episode: https://www.hardcorpsmarketing.com/e/the-gated-content-debate-angela-earl-hard-corps-marketing-show-209/

Busted Myths:

Sales should be Marketing’s number one client. Marketers have to sell themselves to sales just like sales have to sell to clients, in order to build trust and bridge gaps.

Shout Out:

35:11 Eri Morita

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/h8vYOQkoQIw

There is a constant battle for control between the sales and marketing departments. How do we combat these disproportionate power distributions and hold each other accountable?

A Marketing Leader, 2020 Top 10 SaaS Branding Expert, Top 19 B2B Marketer To Follow, Sales World Top 50 Keynote Speaker, CRO at VanillaSoft, Darryl Praill, shares how marketing can level the power scales with their sales counterpart and bring alignment between the two.

Takeaways:

Create a service-level agreement between sales and marketing on marketing qualified leads. This helps define sales’ expectation of a lead to reduce disagreement later on.
Service Level Agreements help to keep both marketing and sales accountable to their agreed upon responsibilities in the lead to revenue process.
Lead definitions evolve because you are learning more as you sell more, especially in new markets. It is ok to update your service level agreements that define what a qualified lead is for your organization, in order to enforce accountability.
When looking at new technology, look at it from two points of view: user adoption and what your long term integrated options are.
Career advice: Look at how the rest of the organization works, how you influence them, and how they influence you.

Links:

LinkedIn: https://www.linkedin.com/in/darrylpraill/
Twitter: https://twitter.com/ohpinion8ted
Personal Website: https://www.darrylpraill.com
VanillaSoft: https://www.vanillasoft.com
Past Episode: https://www.hardcorpsmarketing.com/e/chess-master-marketing-darryl-praill-hard-corps-marketing-show-78/

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/dP3e1v5Hjck

It is time to switch up your demand generation marketing! From webinars to gated content, there are unseized opportunities to personally connect with customers.

A Marketing Leader, Performance-focused Digital Marketing Professional, Director of Marketing Communications at Thrasio, Sandra Rand, discusses how to drive volume through demand generation and digital marketing.

Takeaways:

Get out of your comfort zone! Look at the bottom of the funnel for if your customers are converting at a place you want them to or if they are high quality leads.
To connect with people there needs to be community around your content. Stop hiding behind forms! Create some serious value that is not a trade off for a lead number.
Do not be afraid of opening up Q&As on webinars. Most people come with one main challenge they need guidance on. Make it a multichannel experience.
When creating more content don’t follow what everyone else is doing. Make it more raw and conversational in order to drive engagement and community.
Career advice: Trust your gut.

Links:

LinkedIn: https://www.linkedin.com/in/sandraproulxrand/
Thrasio: https://www.thras.io

Busted Myths:

The Demand Gen playbook is tired! It is time to get creative and rethink how you engage with your buyers.

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/INZAanhuanM

A Marketing Leader, Marketing Coach and Consultant, Fractional CMO, Speaker, Podcast Host of Your Perfect Marketing Strategy, Founder of CMOx, Casey Stanton, delves into an alternative ascent for a marketing career.

Takeaways:

A Fractional CMO has the benefit of long-term contracts like a CMO. This allows for more stability in the business, stability in income, and work with the best clients.
Fractional CMOs are a happy medium between marketing consulting and CMO. It gives you authority without the unnecessary noise in an organization.
Becoming a Fractional CMO before a CMO will allow you to have more experience in strategy. This will make you more appealing for the promotion.
Have more legs that support you. Instead of having a few high priced clients acquire multiple clients. This allows for more stability and a cushion if a client leaves.
Career advice: Focus on the slow to change aspects in your life and you will have less anxiety about the future.

Links:

LinkedIn: https://www.linkedin.com/in/caseystanton/
Twitter: https://twitter.com/CaseyStanton
Personal Website: https://caseystanton.com
CMOx: https://cmox.co

Busted Myths:

You should not have to wait 17 years to ascend in your career as a marketer to become a CMO of an organization. The wait is unnecessary as the role of the CMO is the shortest lived executive role.
Marketing consulting is not a stable income stream. It is tough to always have recurring revenue.

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/XxQ_JV-m-mg

Personalization is all the rage in the marketing world right now. The movement towards humanizing the market creates real connections with our customers. However, are we really creating personalized experiences or is it all smoke and mirrors?

A Business Leader, Entrepreneur, CEO and Founder of Alyce, Greg Segall, confronts marketers’ definitions of personalization.

Takeaways:

Step away from touches and impressions. Focus on having interactions by being very relevant and build up to having moments with your customers.
Training and discovering the 9-5 can be done the same way a sales team creates a discovery questionnaire. Move past small talk and have a genuine bond with the customer. Get to know their 5-9.
Customized swag is a great way to take information from 1:1 conversations with customers and connect on a personalized level.
The movement from driving attention to driving action is upon us! When you invest in someone there needs to be a rapport built to grow real connections with customers.
Look at your customer journey and pinpoint areas where human interaction is needed.

Links:

LinkedIn: https://www.linkedin.com/in/gregsegall/
Twitter: https://twitter.com/gsegall
Alyce: https://www.alyce.com

Busted Myths:

Automation and personalization has been misconstrued. It is more harmful than good if it is clear that you are a part of a sequence. True personalization is on a 1:1 level.

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/OoubKGDQeaY

A Marketing Thought Leader, LinkedIn Marketing Influencer, 4x Salesforce Certified, Sr Manager of Marketing Operations at ServiceTitan, Daniel Murray, discusses ways to up the standard of demos, LinkedIn profiles, and KPIs.

Takeaways:

The buyers of today that come to your website and fill out a request form have done their research and are ready to buy. Gated content could be a barrier for that experience.
Create a demo that is personalized to the company requesting it. Show them how the features will affect their metrics. This is a great way to enhance their customer experience.
To grow a following on LinkedIn, have consistency, actively listen to your audience, and engage with your connections.
Repurposing content is a great way to promote your content in a unique way all across different platforms.
Career advice: Never stop learning about marketing!

Links:

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing/
Twitter: https://twitter.com/Dmurr68
The Marketing Millennials Podcast: https://www.listennotes.com/podcasts/the-marketing-millennials-daniel-murray-and-OzvcD9wEprt/

Busted Myths:

Stop having MQLs as a KPI and start measuring on revenue and qualified pipeline. Qualified pipeline shows buyers that sales has defined someone they can sell to.

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/2UIuDQVRwvk

In a hyper technological world, social media has become necessary for marketing strategies. Is there one best way to market on social platforms? How do we express the brand’s voice without sounding sales-like?

A Social Media Leader, Award Winning Digital Program Strategist, Social Media Agency of the Year, Construktion’ist at Social Construktion, Jeremy Muratore, shares his knowledge on social media strategies.

Takeaways:

Where do you draw the line between self promotion, product placements and endorsements on social media? There is no one right path for all companies. Experiment and see where it takes you.
While writing social media for a brand be cognisant that you are speaking from the brands perspective rather than your version of the brand’s voice.
Reverse engineer success by looking at what you did the previous year and where you want to be in the next year. Then think of how you can achieve that goal from there.
Come up with a social media formula that delivers value to your audience while getting equal or greater value back. This is the best of both worlds for you and your customers.
Constantly look for ways to do something differently. If you walk in the exact same path that someone else is walking in then you’ll be getting someone else’s results.

Links:

LinkedIn: https://www.linkedin.com/in/jeremymuratore/
Twitter: https://twitter.com/JeremyMuratore
Social Construktion: http://www.socialconstruktion.com

Busted Myths:

Social media is not free. People assume it is because you do not have to pay to release your content on social media. However, the time it takes to create that content is where the money is spent.
Social media strategies are not a one size fits all. Unless you are in that organization, you won't have enough information to put together the best strategy to have the best results.

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/_C-9gskBAn8

Gated content is one of the most used ways to gather information about our audience. With the rise of other technologies to gather this information, is it still necessary to have this barrier?

A Marketing Leader, Speaker, Host of the MarTalk Podcast, Top 30 Marketing Tech Experts to Watch, Founder of The High Bar Media, VP of Global Marketing at RFPIO, Angela Earl, debates whether or not content should be gated, with the Author of Marketing Automation Unleashed!

Takeaways:

When tracking consumed ungated content, continue to convince the consumers to buy your product by nurturing and educating them on the platform they engaged with.
“If you are going to put a barrier between our content and our audience, ask them something I can’t get a hold of. And then let’s use that data to be hyper-relevant or hyper-personalized.” - Angela Earl
Content is meant to be engaged with and consumed. Allow your audience to continue their journey in a way that makes sense whether they are ready to buy or not.
Take a look at who has bought from you and what you know about them while starting an Ideal Customer Profile. Learn what you can and then start testing to refine.
“The best software feels more like a partnership than a purchase.” - Angela Earl
Career advice: Pay more attention to the people in the journey than the journey itself.

Links:

LinkedIn: https://www.linkedin.com/in/angelanearl/
Twitter: https://twitter.com/J_ai_Ho
RFPIO: https://www.rfpio.com/rfp-software/?utm_source=LinkedIn_company_page&utm_medium=LinkedIn&utm_campaign=rfp_software
The High Bar Media: https://thehighbarmedia.com
MarTalk Podcast: https://thehighbarmedia.com/podcast/listen-to-martalk-with-host-angela-earl-in-your-favorite-apps/

Busted Myths:

Content does not have to be gated. In today’s business, we have data points, digital footprints, and technology that lets us know when consumers are ready to buy.

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/7XKQF2QMxaY

For years we have been hearing that content is king. However, what is the value of that content if it is not promoted for our audience to see and consume?

A Marketing Leader, Keynote Speaker, Author of Best Selling Book Guilt-Free Motherhood, Entrepreneur, Founder and CEO of GroBizNiz, Founder and CEO of Repurpose Den, Amber Khan, delves into the power of repurposing content.

Takeaways:

Most marketing companies spend the majority of their budgets on content creation, leaving a smaller amount for promotion. If you flip that around, then people can find your content!
Content repurposing takes a long piece of content and creates experiential content out of it in the form of short videos, blog posts, quotes, etc. There are over 40 organic ways to repurpose!
Creating a brand experience using repurposed content at each stage of the buyer’s cycle can be the difference between a casual viewer and a subscriber.
A book is a great way to round up highlights from all of your content in one place, along with building authority and brand.
Career advice: Do not rush into things and do not let assumptions hinder your experiences.

Links:

LinkedIn: linkedin.com/in/meetamberkhan
Twitter: https://twitter.com/MeetAmberKhan
Repurpose Den: https://repurposeden.com/prices/
GroBizNiz: https://grobizniz.com

Busted Myths:

Content promotion or creating a content experience is king. Creating good content is not enough nowadays. Make the most out of it by promoting it so that people can find your content.

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/Kgwjh_r5iEo

A Marketing Leader, Marketing Automation and CRM Implementation Consultant, 4x Salesforce Certified, 2020 Salesforce Marketing Champion, Manager at Eigen X, Lori Trzcinski, chats about how to build a strong marketing team and better communication across the company.

Takeaways:

Diversify your skills and create a team that has a wide range of thinking. This will help get a well-rounded team with different viewpoints.
Communication across the company needs to be tailored to each department. Bring them up-to-date, take away the jargon, and speak in their language.
1 Tip for maximizing marketing automation: Have great, passionate people. It takes a special type of person to love marketing automation and take it to the next level.
Career advice: Eventually you will grow into yourself. It is ok to not know what you want to do right out of the get-go.

Links:

LinkedIn: https://www.linkedin.com/in/loritrzcinski/
Eigen X: https://www.eigenx.com

Busted Myths:

A marketing team is able to handle all different facets of marketing, but that does not mean every person has every skill and talent. How do you structure your marketing team to handle every side of marketing and also have great communication internally?

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/gguOfFDbsBQ

Sales is often thought of as complex dark magic when in reality every deal boils down to the same base process just with different outcomes.

An Industry Thought Leader, Quoted by Forbes and Huffington Post, C-Level Sales Growth Trainer, B2B Strategy Consultant, CEO of Skaled Consulting, Jake Dunlap, describes the foundation of sales deals and what customers are looking for from their sales call.

Takeaways:

More often, customers are looking for a different sales experience than the “friendship” tactic. Sales are less about building relationships and more about solving problems for their customer.
If you want to close more deals, then communicate separate solutions. Set up 1:1 meetings with individual departments that are involved in the vetting or implementation.
Understand that no enterprise organization goes all in out of the gate. Follow this pattern: proof of concept then proof of scale and then secure a bigger purchase.
Marketer Challenge: Go set up a time to listen in on 20 sales conversations at all different stages of the funnel to listen to what your buyers are saying.
Career advice: Start working and getting experience now. Take a job to develop a skill to move on to the next role.

Links:

LinkedIn: https://www.linkedin.com/in/jakedunlap/
Twitter: https://twitter.com/JakeTDunlap
YouTube: https://www.youtube.com/c/JakeDunlapSales?sub_confirmation=1
Personal Website: https://www.jakedunlap.com
Skaled Consulting: https://skaled.com

Busted Myths:

Sales is a science. Deals and sales follow specific patterns with different ending results. Think about building more repeatable processes for sales so that there is a set foundation for making deals.
There is no outsourced champion that is going to magically fix collaboration in your company. If you are trying to increase your average deal size then you have to be the internal champion.
Organic social traffic is worth it! Less than 3% of people on LinkedIn contribute content. The ability to stand out is easily achieved!

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/mmknunVhHC0

As the virtual workplace grows, so does the need to see the humanity behind your screen. How do we as marketers promote genuine messages in our own brand, especially when connecting with peers?

A Marketing Consultant, Fractional CMO, Founder of Actionable Marketing Facebook Group, President of Jessie Coan Marketing Inc., Jessie Coan, delivers a call to action for brands to be a better version of themselves, while still maintaining authenticity.

Takeaways:

Niche communities for networking have blossomed due to the shift from larger in person networking events. How can your brand create one or connect with these niche communities?
Transparency and authenticity goes a long way when looking to network. Show interest in the person you are connecting with or ask for advice on a product.
When connecting over email with other professionals, if your opening line sounds like it could be said by a used car salesman then you could be thought of as spam.
Career advice: Take a year off after college and go explore, experience and ask questions!

Links:

LinkedIn: https://www.linkedin.com/in/jessiecoan/
Twitter: https://twitter.com/jessiecoan
Instagram: https://www.instagram.com/coanjessie/
Facebook: https://www.facebook.com/jzubatkin
Jessie Coan Marketing: https://www.jessiecoanmarketing.com
Actionable Marketing: https://www.facebook.com/groups/ActionableMarketing/
Lots O Tacos: https://www.instagram.com/lotsotacos/

Busted Myths:

Brands need to be authentic and transparent. Admit to your mistakes and be astute to situations that are happening around to establish a good rapport with customers.

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/7A1G1AqO6Wo

Email Marketing is a foundational marketing strategy for companies, but it can become such a normalized part that it can seem irrelevant.

A Marketing Leader and CMO at Litmus, Melissa Sargeant, delves into the importance of email marketing and how to personalize it for a customer’s journey.

Takeaways:

Your email subscriber list are people who have welcomed your brand into their everyday life. Do not get lost in the numbers and remember that you are communicating to individuals.
Email marketing is not a transactional action. It should be utilized to nurture and create multiple touch points to build the relationship with the prospective customer.
Technology and operating systems are highly complex today. Automated testing is a great way to keep up with the constant updates to make sure your email is on brand.
Historically, companies that held the line and continued to invest in marketing and customer experience during economic downturns were more resilient and came out stronger.
Let’s get personalization beyond the first name! Understand and send information that the customer cares about. Tailor the messaging to the customers.
Career advice: Run towards the dumpster fire! You will learn a ton in that process.

Links:

LinkedIn: https://www.linkedin.com/in/melissa-sargeant-a133142/
Twitter: https://twitter.com/mhsargeant
Litmus: https://www.litmus.com

Busted Myths:

Email marketing is not dead! There are many new, exciting things that are happening in marketing channels that email gets put on the back burner.

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/kZ-D91_0mgM

Marketing systems have a plethora of new tools and features to choose from. However, if something is possible should you still do it? What features are best for your campaign?

A Thought Leader, Marketing Automation Strategist, Entrepreneur, Writer, Salesforce Certified, Pardot Consultant, Founder and Consultant at MarCloud Consulting, Tom Ryan, chats about how to pick and choose features to use for your marketing automation.

Takeaways:

Being determined on having new leads in a limited market setting can become harder and harder to find prospective customers. Focus on the quality, rather than the quantity.
Sales and Marketing needs to have alignment to be synchronized and maximize time. We are on the same team and going towards the same goal! Communication goes a long way!
Pardot is a very powerful tool, however it needs to be set up properly to get the results a company needs. Once core productive service and campaigns are established, Pardot tools can build from there.
Try structuring project implementation in three phases: Insights, Marketing, and Reporting creates a feedback loop to optimize marketing in order to create data driven decisions.
Artificial intelligence is great for pattern matching and automation. This allows marketers to be more creatively engaging and add humanity into messages.
Career advice: Try to learn something from everybody. Every person is a mentor.

Links:

LinkedIn: https://www.linkedin.com/in/thomasmatthewryan/
MarCloud Consulting: https://marcloudconsulting.com

Busted Myths:

Just because you can _____, does not mean you should. Marketing systems have many different features and tools. Pick and choose which will best assist your campaign.

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/re4Z1fe8lps

Marketing strategies are evolving constantly. In today’s climate personas are a key target marketing component. Making personas has become normalized, but is that what is effective for your prospective clients?

A Marketing Leader, 2019 Salesforce Limitless Award Winner, 2020 Salesforce Marketing Champion, Director of Digital Marketing and Communications at Cummins Inc, Nick Wojdyla, simplifies how to best target your audience using keywords and context.

Takeaways:

Do research to find what other questions prospective customers could be asking when purchasing similar products. This will help find what keywords or terms to use to promote ads.
Copy and pasting what “Company A” is doing does not mean it will be successful for “Company B.”
Look at the high level objectives and what campaigns will make the goal successful. If you jump into the “how” then you could be fixed into that one way of obtaining the goal.
Buying the best tools or having the best tactics does not mean there will be success. Planning is key!
Career advice: If something does not exist try to go and invent it!

Links:

LinkedIn: https://www.linkedin.com/in/nwojdyla/
Cummins Inc: https://www.cummins.com

Busted Myths:

Sometimes when we create personas we can get fixed on the people that fit that box. However, people who fit the profile may not be ready or need that product. Instead consider using the context, time and place, such as a particular website for targeting.

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/pqShHet6XlY

Marketing and Sales alignment has made leaps and bound within the past few years. What can we do as sales or marketing professionals to strengthen that bond to have true cohesion?

A Sales Leader, ABM Advocate, Regional Vice President of Demandbase, Catie Ivey, discusses the power of communication to unite sales and marketing teams toward their missions.

Takeaways:

Learn what your sales counterpart cares about: how the sales team works, who does what, KPIs, how big the target account list is, where that list comes from, access to intent data, etc.
Ask for feedback between marketing and sales teams’ initiatives. This opens lines of communication between the teams to solve changes and evolve harmoniously.
Be more daring and take chances. It is ok to make mistakes. Own up to them and learn from them!
More technology elevates the need for human connection. Use the data that automation and systems gather to tailor future discussions or discoveries.
ABM is all about sifting through data to find target accounts and then pulling in different technology to personalize experiences.
Career advice: Take risks and stress less! You do not need to be perfect.

Links:

LinkedIn: https://www.linkedin.com/in/catieivey/
Twitter: https://twitter.com/catiecoutinho
Demandbase: https://www.demandbase.com

Busted Myths:

Sales people are not motivated by money! From passion, to selling something that has an impact, to problem solving for customers, there are many layers to the motivations behind people sales.
Sales and Marketing alignment has evolved, however, communication and consistency between the departments still has a long way to go. True alignment will become possible when they are celebrating the same victories.

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/JPVf9te_oHc

Many companies are starting to implement account based marketing into their strategies. How do we transition to an all around customer based thought process?

A Marketing Leader, Entrepreneur, Author of Account Based Marketing for Dummies and ABM Is B2B, Speaker, Host of Flip My Funnel Podcast, Chief Evangelist and Co-Founder of Terminus, Sangram Vajre, delves into account based marketing and how to create a unified customer experience.

Takeaways:

Take a moment to recognize what is the most important aspect for your business to move forward. Be a business that is not best in the world, but best for the world.
Sales closes accounts, not leads. Think about your marketing to sales hand-off process and consider sending over groups of contacts as an account, rather than one lead at a time.
Marketers have the most hands on relationship with their customers. In order to have a united purpose it is your responsibility to make sure coworkers are informed on who you are serving.
If you stop worrying about credit then you will earn inbound as a byproduct rather than forcing it with multiple emails and nurture.
“I believe that the next generation of companies are going to be companies that create a really unified experience.” ~Sangram Vajre
Consistency creates massive outcomes. Having a set time or place to find your content allows viewers themselves to become consistent to build a community.

Links:

LinkedIn: linkedin.com/in/sangramvajre
Twitter: https://twitter.com/sangramvajre
FlipMyFunnel Podcast: https://terminus.com/flip-my-funnel/
Terminus: https://terminus.com
Peak Community: www.peak.community
Past episode: https://www.hardcorpsmarketing.com/e/mastering-account-based-marketing-sangram-vajre-hard-corps-marketing-show-031/

Busted Myths:

Most companies do not have a demand problem, they have a pipeline problem. The more accounts you have to drive to your pipeline then the more you have to search through to find the right accounts.
If you are doing account based then do not focus on Marketing Qualified Leads. If the account is important then go after it!

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/gJ1RRpSIudE

Agile marketing is a strategy that assists a cross-functional team’s productivity. Utilizing this strategy can help companies zero in on what they need to improve on.

An Agile Marketing Transformation Coach, Agile Digital Marketing Consultant, Author of Lean Agile Marketing, Founder and Managing Director of CX Conversion, Femi Olajiga, delves into the true purpose of agile marketing and how to utilize it in your company.

Takeaways:

Linking agile marketing information into business results starts with understanding what problem the team is trying to solve.
Agile is great in helping visualize what problems a company has. It allows leaders to take a new perspective and break down what steps need to be taken to fulfill the marketing strategy.
A great marketer by default does not need agile, but agile can help assist with establishing a process for executing daily tasks.
Look at marketing like a soccer team. Everyone has their own position, but in every great team there is the person who takes on multiple roles. It’s all about skill development!
Agile does not fix problems. It sheds light on what fracture points are in a team. From there a plan can be made to improve these fracture points.
Career advice: Learn diplomacy early on.

Links:

LinkedIn: linkedin.com/in/femi-olajiga-msc-9447a923
Twitter: https://twitter.com/FemiOlajiga
Lean Agile Marketing: https://www.amazon.com/Lean-Agile-Marketing-Become-Deliver-ebook/dp/B01NAP0T3V
CX Conversion: https://www.cxconversion.com/

Busted Myths:

Marketers try to fit marketing into agile. This caused an uneven distribution of focus on marketing. Agile is a process based methodology rather than business focused.
Agile has become all about training. It has been monetized in the IT world. Take a step back and ask do we need training or are we working efficiently?

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/CaI49L9KXXA

Lean Agile Marketing: How to Become Agile and Deliver Marketing Succes

It is time to end the schism between sales and marketing! How do we create a cohesive environment between these departments?

A Marketing Motivator and Director of Field Marketing at Logz.io, Nick Bennett, brings to light the secrets of marketing and sales department collaboration.

Takeaways:

Modern marketers have shifted to caring about revenue throughout the whole buyer's journey rather than getting people into the top of the funnel.
Marketing should attend their sales team’s weekly or quarterly meetings. This strengthens the bond between marketing and sales by understanding the other department’s point of view.
Pipeline is what matters at the end of the day. A lead can be dressed up as much as possible, but if it’s not a great lead then it is not going to create the results that sales needs.
Communication is key between sales and marketing. Marketers are the strategic advisor for sales. Inform the sales department of all campaigns that are being promoted.
“People buy from people. Care about the person on the other side and do things that maybe cannot be measured by marketing, but you know will push the needle.” ~Nick Bennett
Career advice: Build your personal brand early on. Maximize networking!

Links:

LinkedIn: https://www.linkedin.com/in/nickbennett1/
Twitter: https://twitter.com/NickB2005
Email: bennett.nicholas1@gmail.com
RevGenius: https://www.revgenius.com
Revenue Collective: https://www.revenuecollective.com

Busted Myths:

Sales are not the best marketers out there. A company needs to have sales and marketing alignment or else there won’t be a cohesive team. Collaboration is key to success.

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/x3yKha8LhDM

Social media is constantly evolving and changing. How do we create an authentic brand while not sounding like just a follower of what is trending?

A Thought Leader, B2B Brand Strategist, Content Writer, Social Media Consultant, Senior Marketing and Customer Acquisition Manager at Herrmann, Chantelle Marcelle, chats about how to formulate your social media and getting to the core of authenticity.

Takeaways:

Currently marketing is very cautious because they fear of looking like they don’t care. Take action rather than just sharing a generic social justice message.
Social media listening is a key part to marketing strategy. Look at what the broader discussion is about or hashtags to navigate delicate situations.
Practice inclusive marketing by having a range of diversity, thought, and experience at the table when creating your marketing strategy. More voices give more perspectives!
Your social media strategy should be intentional to match the voice that your brand is projecting. This allows for more of a conversation rather than coming off as a robot.
More white space and less blocks of texts are great for crafting strong writing on LinkedIn.
Career advice: Relax and enjoy the journey! Failure is a natural part of life.

Links:

LinkedIn: https://www.linkedin.com/in/chantellemarcelle/
Twitter: https://twitter.com/ccmarce_writes
Personal Website: http://chantellemarcelle.com
Blog: http://chantellemarcelle.com/marketing-newsletter/
Email: cm@chantellemarcelle.com
Herrmann: https://www.thinkherrmann.com

Busted Myths:

If your brand is putting out messages that support a current empathetic situation, then take action to show that the company embodies the values they are protecting. Walk the walk, don’t just talk the talk.

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/KPODgmwNbCs

Data, data, data! Collecting data is one thing, but understanding how it affects your company’s brand or service is another.

A Senior Marketing Leader, Speaker, Growth Evangelist, Vice President of Marketing at First Republic Bank, Yogesh Mehra, gives advice on how to break down data and focus on the qualities of data that matter.

Takeaways:

“You can never go wrong by taking the view of the customer.”~Yogesh Mehra
It’s difficult to step out of your comfort zone. Think of a new idea as a pilot or a test. If it does not work out, then it is ok! That is what the test is for.
When looking at data, ask yourself what am I trying to solve for? Putting the goal or intent first allows for a clear understanding of what specific metrics to look at.
Don’t fall into “Shiny Object Syndrome”! There are many different alluring tools out there, however, they are not going to magically fix a pain point.
The CRM that your company uses matters and they are not all created equal. Take time choosing the right one because, when it comes to data the platform always wins.
Career advice: Focus on learning and seeking out the right managers. They are more valuable than promotions and higher titles.

Links:

LinkedIn: linkedin.com/in/yogeshmehra
First Republic Bank: https://www.firstrepublic.com

Busted Myths:

Data is not the end all be all. Data can cause tunnel vision and losing sight of the bigger picture. We sometimes stop focusing on if what we are marketing is on brand or best for the customer and instead lock into the numbers.

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/RbOg5ygO3PU

YouTube Ads have immense untapped potential for converging potential customers. Being authentic and targeting the correct audience can make or break these ads.

A Marketing Leader, Entrepreneur, YouTube Ads Expert, Founder and President of the AppFind Channel, Founder and President of AdOutreach, Aleric Heck, delves into the secrets of creating a successful YouTube Ad.

Takeaways:

Provide value in your YouTube ads. Doing a demo or showing off a product will promote trust with the customer.
To create a great YouTube hook promote intrigue and use jargon to pull in the clients that are more likely to convert. These are considered to be the “true viewers.”
Need help finding your ideal buyer? Use the 3D YouTube ads targeting model: demographics, intent (what they are watching right now), and audience.
Many people look to YouTube to research products. Google ran a study that found 68% of people between the age of 18 and 48 make purchase decisions based on YouTube Ads.
Have a good spokesperson for your YouTube Ads. People resonate with things that feel natural. Try hiring a YouTube influencer to produce a video and run it as an ad.
Career advice: Trust and build an incredible team as soon as possible.

Links:

LinkedIn: https://www.linkedin.com/in/alericheck/
Twitter: https://twitter.com/alericheck?lang=en
AppFind Channel: https://www.youtube.com/appfind
AdOutreach: https://www.adoutreach.com/home

Busted Myths:

Ads on YouTube do not need to be an overproduced 30-60 second video. People would rather watch organic content that educates people about the service or product a company is offering.

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/__EUzxQz8_U

Many people believe that it takes a long time to grow sales, however, what if we told you it only takes five minutes?

A Wallstreet Journal Bestselling Author, Global Sales Consultant, Podcast Host, Keynote Speaker, and CEO of The Revenue Growth Consultancy, Alex Goldfayn, gives sales and marketers the keys to unlocking sales growth in five minutes. He talks through the power of the “Did you know…” question, why phone calls are so important, and the difference that will set you apart as a salesperson from the competition.

Takeaways:

Asking a “Did you know…” question successfully leads to a new deal 20% of the time. What is your product or service that you can be sharing with your prospects or customers that they do not know about?
Take the time and ask customers what is on their wishlist and then see how you can further help them achieve this.
Behavior follows mindset, so if you are trying to implement change internally, address the mindset first, not the actual change order action.
When it comes to sales calls Alex Goldfayn says, “It’s not so much the ending as it is the experience.” What kind of experience is your sales team having on their calls and what kind of experience is your company creating for their buyers?
Communicate that you care about the customer by making phone calls, asking them how they’re doing, and what they are working on these days that you can help them with. Be proactive!
“I don’t even call it selling, I just call it helping more people more.” - Alex Goldfayn
Marketers can focus on sending helpful content and then working in a did you know we also help with X question, into their nurture campaigns.
Someone may not remember an email, but they will remember a phone call. Not enough salespeople are on the phone, so if you get good at being on the phone, you are going to be ahead of the game.
Career Advice from Alex Goldfayn: “Our fears are much greater than what will actually happen in reality when we experience them.”

Links:

5 Minute Selling: https://www.amazon.com/5-Minute-Selling-Proven-Simple-System/dp/1119687659
LinkedIn: https://www.linkedin.com/in/alexgoldfayn/
Twitter: https://twitter.com/alexgoldfayn
Goldfayn.com: https://goldfayn.com/
Sell More Now Podcast: https://goldfayn.com/sell-more-now-podcast/
The Gallery: https://www.thegallerylf.com/

Busted Myths:

It takes a lot of time to grow sales. - This is NOT the case. Proactively communicating with customers and prospects for a combined five minutes each day is what grows sales. It does not take a lot of time.

Shout Outs:

34:04 Alexandra from BrightTalk

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/d-6w6XwTRl4

5-Minute Selling: The Proven, Simple System That Can Double Your Sales ... Even When You Don't Have Time

Want to learn more about what goes on behind the scenes with your company's revenue growth?

A Growth Advisor and Consultant, Principal at Bell Rock Consulting, Troy Wendt, discusses how to complete a revenue model and conduct an analysis to understand your pricing and how it affects business growth.

Takeaways:

Marketing collaborates well with pricing because they are very in touch with their customers. This helps find the willingness to pay for low and high priced products.
When creating your pricing strategy, work with sales to find out in advance what your blended average discount will be with all of your products.
Take care when communicating discount pricing. The internet has allowed easier access to find discounts. If pricing is set on an assumption of a discount then the profitability has the chance of being skewed.
Conjoint analysis is a research model that measures the value consumers put on different features of a product or service. This helps assist in how to market the product or service in different areas.
If you can increase your pricing strategy to grow the net retention of your customers by 5% per year then it becomes additive and increases your company value.
Career advice: When you are in a good place at a company, stay longer and get more promotions in your career.

Links:

LinkedIn: https://www.linkedin.com/in/troywendt/
Twitter: https://twitter.com/troywendt
Bell Rock Consulting: https://www.bellrockconsulting.com
Blog: https://www.bellrockconsulting.com/blog

Busted Myths:

An optimal pricing strategy does not maximize your first year customer revenue. Think about how you are going to increase your pricing over time to growth with future customers, instead of going by your buyer behavior right now.

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/-qO1eAET_Kk

If you asked one of the marketers on your team how things are going, they will typically say something along the lines of “busy”, but that is not what your business needs.

An Agile Business Leader, Marketing Executive, and Chief Marketing Officer at Alkami Technology, Holly Tsourides, discusses the importance of considering the emotions of your buyers in your marketing, how to lead an outcome focused marketing team instead of a busy one, and how to make data informed instead of data driven decisions.

Takeaways:

Positioning and messaging of a company needs to be like a well oiled machine. Everyone in the organization needs to be able to tell the same story otherwise it doesn’t work.
When crafting a company's storytelling model, make your customer the hero. As marketers, we are the advisors that help the customer get to where they need to be.
Making an emotional connection is key to great marketing. Don’t fall into the trap of thinking technology tools solve all your problems for you.
Have data informed decisions rather than data driven decisions. Data is one voice in the room. Use it in context to find out why the results are weak or strong.
Utilize cross functional aligned goals in order to define what company success means to your department. This helps plan resources and priorities.
Career advice: Slow down and enjoy the moment that you are in.

Links:

LinkedIn: https://www.linkedin.com/in/htsourides/
Twitter: https://twitter.com/htsourides
Alkami: https://www.alkami.com

Busted Myths:

There is always room for emotion in B2B marketing! Compelling storytelling is more important in B2B than commercial marketing. The stakes are much higher so companies need to make their clients feel secure and supported.

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/yhGsLTv4L9Q

Generating leads and driving a pipeline is essential to marketing today. But is it the number one factor for the best customer experience?

A Revenue Leader, Host of the Sales Hacker Podcast, Founder of the Revenue Collective, Sam Jacobs, speaks to how to make your brand and experience stand out for the customer.

Takeaways:

“Brand is the feeling that people have when they talk about your company.” ~Sam Jacobs
Brands are created by the interaction that a customer has with your product, as well as, how you support the customer. This will spread goodwill about your company and bring in more prospects.
Deliver more than what is expected of you for the customer. Reinventing an experience can be valuable to creating a great name for a brand.
Create a personalized experience, even if it takes more time. Solve for the customer’s experience not your own efficiency.
Use authentic language as opposed to corporate speech. Add a little human touch to the business/office world.
Career advice: The sooner you will take your life more seriously, the more successful you'll be.

Links:

LinkedIn: https://www.linkedin.com/in/samfjacobs/
Twitter: https://twitter.com/samfjacobs
Email: sam@revenuecollective.com
Sales Hacker Podcast: https://www.saleshacker.com/listen/
Revenue Collective: https://www.revenuecollective.com

Busted Myths:

Attribution is not the sole drive of success. There should be more of an emphasis on brand rather than email addresses in order to have a holistic approach to customer interactions.

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/U0inHfVBjJU

Hit a roadblock while planning your account based marketing approach? Not sure if account based is a good strategy for your company?

A Marketing Leader and Coach, Best in Class Marketers Top 50, Winner of the Female ABM Leader, Marketing Technology Innovation and Best Practices at Intuit, Masha Finkelstein, discusses how to overcome the main challenges associated with account based marketing.

Takeaways:

The biggest challenge with having account based marketing is knowing the data needed from those accounts to then map contacts and leads.
Use other sources such as predictive scoring vendors to find the ideal customer profile. This is an easy and efficient way to narrow down accounts.
The smaller the company the more important it is to pay attention to your budget. Account selection and personalization becomes that much more crucial to tiny businesses.
Before buying a new tool, understand the pain points that your customers are experiencing. Will this new tool actually have a positive impact on your customers?
Take the time to understand your buyers. Ask them if you had a magic wand what would you change about how you do your day-to-day job?
Derive social good in an electronic or direct mail campaign such as a gift card to a local business or a “mom and pop shop” in their zip code. This connects small businesses and helps out their local community.
Career advice: Listen to your intuition. Do not seek acceptance from others if it means changing yourself.

Links:

LinkedIn: https://www.linkedin.com/in/mashafinkelstein/
Twitter: https://twitter.com/masha3003
Personal website: https://msmasha.com
Intuit: https://www.intuit.com

Busted Myths:

An account based marketing approach is just as applicable for smaller enterprises as it is for bigger ones. If a company’s primary target audience is mid-market then ABM methods can still be used to advertise to them.

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/DmE4j-EOpWA

Artificial intelligence has been gaining popularity in the marketing world. How do you find if AI makes sense for your company? What should you know before purchasing AI?

An AI and Marketing Thought Leader, Senior Marketing Consultant at PR2020, Instructor at the AI Academy for Marketers, Director of the Marketing Artificial Intelligence Institute, Mike Kaput, chats about artificial intelligence and its functionality in marketing.

Takeaways:

Artificial intelligence is the science of making machines smart. It has the ability to update and discover patterns to better the outcome of its purpose without the intervention of humans.
Based on data sets, AI systems could be looking at a factor that humans may find odd. Often, those factors are signals that were buried under other data that humans never found.
Before purchasing AI, marketers need to pay very close attention to what data they have, what data the tool needs to function, and how to get the most out of it because AI runs on data.
The technology platform you use for hosting course content is very important. Pay attention to the user experience!
Career advice: Publish more of your own work. Share in real time what you are learning. This will shed light into the evolution of your thought processes.

Links:

LinkedIn: https://www.linkedin.com/in/mikekaput/
Twitter: https://twitter.com/MikeKaput
Marketing AI Institute: https://www.marketingaiinstitute.com/blog/author/mike-kaput
AI Academy for Marketers: https://www.marketingaiinstitute.com/academy/home

Busted Myths:

Artificial Intelligence is a complex set of technologies. However, it’s not magic: it’s math. Forget the science fiction you have seen or read on AI!

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/kvezk9_Zc68

With new technology comes new possibilities. HTML5 has allowed marketers to expand their design creativity. However, where is the line between creative design and functionality?

A Marketing Leader, 4x Certified Salesforce and Pardot Consultant, 2020 Salesforce Marketing Champion, Founder of Local Direct, Salesforce Consultant and Trainer at Cypress Learning Solutions, Brandon Walton, chats about what to focus on to maximize email deliverability.

Takeaways:

You could create the perfect email design, but depending on the browser it is opened in, the email could look warped. An email with just text is better than an email with a distorted design.
Put focus on the intent of a sales email. Designs sometimes become a distraction, so spend money on the data rather than the design.
Having trouble creating sales emails? Here are the top five things to prioritize when promoting email deliverability:
Data
Timing
Cadence
Technical Set Up
Graphics
Be careful about purchasing email address lists. This can get your IP blacklisted and lead to poor email deliverability in the future.
Clean data is everything when it comes to maximizing marketing automation. Without it then your emails will come across as spam.
Career advice: Buy things that are positive grossing assets! Every effort that you are putting an investment in, is something that is going to help you in the future.

Links:

LinkedIn: https://www.linkedin.com/in/brandonkwalton/
Cypress Learning Solutions: https://cypresslearning.com

Busted Myths:

Emails do not need to have over the top design. Emails can get confusing for the customer if the main message gets buried in images and fluff. Simpler is always better.

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/kbacPNl_occ

Technology and the market are constantly changing. Creativity and automation can assist in keeping up with daily technology changes.

An International Marketing Leader, Marketing & Communications Vice President of Stefanini, Carla Ferber, talks through the perceptions of artificial intelligence and implementing creativity every day.

Takeaways:

The ads that do the best are the ones that evoke an emotion, no matter what you are selling. Keep ads simple, memorable, intriguing, and have a link to the brand.
People want the information that is relevant to them. Speak the language of your target audience when communicating to them about your product or service.
Marketing is all about testing and experimenting. Brainstorm and write down your ideas. It is an easy way to visualize the group’s ideas while embracing the fact that things change.
AI is more related to the brain than the mind. The mind has emotion and rationality, but the brain takes in information and patterns to create logical conclusions.
Earth, Fire, Water, Air, and the Web! The internet has become an element that is just as important as air to buyers and business professionals. Companies need a digital transformation to keep up with the future markets.
Career advice: The decisions you are making today will define where you will be in your career later on in life. Follow your heart’s passion.

Links:

LinkedIn: https://www.linkedin.com/in/carla-ferber-50631b/
Facebook: https://www.facebook.com/ComidaComVida
Comida com Vida: https://comidacomvida.wordpress.com
YouTube: https://www.youtube.com/user/carlaferber/feed
Email: carla.ferber@stefanini.com
Stefanini: https://stefanini.com/en

Busted Myths:

Artificial Intelligence cannot think for itself. - Machines can never be humans because they lack the ability to be creative. AI is being put into place to do the repetitive tasks so that humans can focus on the more design or thought centric tasks.

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/48352qi0iDc

A Marketing and Sales Thought Leader, SAS Marketing Executive, Co-Author of “Aligned to Achieve: How to Unite Your Sales & Marketing Teams into a Single Force for Growth”, 15 Most Influential Women in B2B Marketing, Founding Board Member of Women In Revenue, CMO of InsideView Technologies, Tracy Eiler, discusses the difference between going after accounts from a marketing driven perspective versus pursuing accounts throughout the entire customer lifecycle.

Takeaways:

Before tackling CRM, companies need to diagnose the damage. Then there are tools and processes that can be put in place so that information is constantly up to date.
“Data is like a river. It is never going to be perfect.” ~Tracy Eiler
Account Pursuit is more than marketing tactics! There is a continuous customer lifecycle: Find, Engage, Close and Grow. This not only targets new accounts that fit our ideal customer, but also ties in customer experience and success.
Pay attention to the customer base, especially when it comes to upsell and expansion. Pretend to be a prospect as an exercise to get an opinion on what buyers experience. Look at competitor campaigns as well.
The buyer is about 75% through their journey before they make themselves known. Use conversational marketing, reverse ip lookup, or rapid account mapping to deanonymize and encourage conversations early on.
Career advice: Trust your gut with more conviction.

Links:

LinkedIn: linkedin.com/in/tracyeiler
Twitter: https://twitter.com/tracyleiler
Email: tracy.eiler@insideview.com
InsideView Technologies: https://www.insideview.com/
Women In Revenue: https://www.womeninrevenue.org
Aligned to Achieve: https://www.amazon.com/Aligned-Achieve-Marketing-Single-Growth/dp/1119291755
Chaka Khan’s Version of Big Spender: https://youtu.be/nwtuu15WsU4

Busted Myths:

CRM and marketing data is foundational to the success of everything we do. Although most companies rate it as high priority, data tends to be accepted as this mess that will never be fully cleaned up. Now is the time to change this! A simple value calculation will reveal how much this “acceptance” is costing companies.

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/BN9NfZMBSu8

Aligned to Achieve: How to Unite Your Sales and Marketing Teams into a Single Force for Growth

The current economy is unlike any we have encountered before. How should we prepare now for the future economy?

A Growth Marketer, Founder of Integral Labs, Writer, Senior Analyst at The Hustle, Steph Smith, discusses how to prepare for the future economy and what to expect in an expedited technological world.

Takeaways:

When a significant event occurs, there are significant downstream effects that occur as well. We will not get the full scope of the effects of today’s climate until many years later.
“I think the most effective way to think about a company is by the problem that it is solving for someone...Is the problem you were solving before, still a problem today, or will it be in the future?” ~Steph Smith
“I think there are going to be a lot of companies that emerge and will focus on reskilling people so that they can still participate in this accelerated tech focused economy.” ~Steph Smith
Working remotely may have less classic human interaction, but it allows for more flexibility for social interaction outside of work. Today’s remote working is completely different.
Career advice: You can not predict what will interest you in the future. Constantly open yourself up to new opportunities and creating.

Links:

LinkedIn: linkedin.com/in/stephaniesmith93
Twitter: https://twitter.com/stephsmithio
Website: https://stephsmith.io
The Hustle: https://thehustle.co/?ref=94c3aaa730
Integral Labs: https://www.integrallabs.pro

Busted Myths:

Frameworks and approaches that have worked with problems in the past do not fix the issues we are facing in this current unprecedented time. That is like fitting a square peg in a round hole.

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/dpyY5Ce9K9k

As marketers, we know that metrics are powerful tools. How do we choose the key performance indicators (KPI) that matter most for our company’s target audience?

A SAS Marketing Leader, CMO/Consultant/Advisor at IrisVR, Alon Waks, discusses how to navigate KPIs and transition into outbound marketing.

Takeaways:

“Payback is the number one KPI that I care about! This is the dollar in/dollar out pipeline.”~Alon Waks
Have sales work accounts rather than individual leads. If you look at an enterprise mid-market it is rare that there is one contact with one buyer who is also the user. Every buying group should certainly constitute an account.
Do not spray and pray! Strategically targeting a few accounts as opposed to 500 accounts is key to prioritizing efforts and winning more deals.
While transitioning from inbound to outbound marketing, focus on these three key elements: 1) Change your internal terminology, 2) Have a pilot group that shows success, and 3) Look at ROI measurements.
One to one is marketing and sales working together to make custom everything for an account. Personalize a video, event, merchandise, etc.
Career advice: Do not wait to do professional development. Go and learn now while the market is down.

Links:

LinkedIn: https://www.linkedin.com/in/alonwaks/
Email: alonwaks@gmail.com

Busted Myths:

Start with the KPIs that really matter. Demos and the amount of visitors coming to your website are great to look at, but they are secondary. Focus on the metrics that matter to your company.
Do not go and buy an account based marketing tool before knowing what account based means for your company and the corresponding data that goes along with them.
Marketing can not do one to one at scale - One to one is relationship marketing which is a completely different approach.

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/nK8-6bpuHlg

Every business needs quality content. It allows a company to bring in more business by engaging with current and prospective customers. However, content creation can oftentimes result in writer's block. How do we avoid getting stuck and find the right message?

A Marketing Consultant, Ghost Writer, Copywriter, Editor, Owner of Kristen Sweeney Consulting, Kristen Sweeney, shares tips and tricks on how to help business leaders assemble quality content creation.

Takeaways:

When creating content you do not need to be an expert on the topic. Instead chat with an expert in order to get the information needed. Go to the source!
Tip #1 for Content Creation: While facilitating conversations for content, have an airtight system for capturing what the thought leader is saying such as a transcription provider. This will help make the content sound more authentic to the leader.
Tip #2 for Content Creation: While facilitating conversations for content, empathize that this is a space to brain dump all of their ideas. This will help break the self editing habit some leaders possess.
Tip #3 for Content Creation: While facilitating conversations for content, mine from any existing content available. Whether it be a voice memo, past presentation, or partial notes written down, quality content can be found in many other resources.
Ask questions! If you are not sure about a term or concept being used in a piece of content, then the audience might not know what it is either. This will assist in bringing out new ideas!
Career advice: Your trajectory does not have to be a straight line. It is ok to have multiple career passions!

Links:

LinkedIn: https://www.linkedin.com/in/kristen-sweeney-56723229/
Kristen Sweeney Consulting: https://www.kristensweeneyconsulting.com

Busted Myths:

High value content is hard. - We often believe that if something has value it has to be difficult to achieve. Companies get stuck trying to either create the perfect content or create content that is full of buzzwords and fluff. Empower leaders to share the information and have another individual organize it. This will help easily facilitate information.

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/HTf5aKkccus

How do we balance being tactical and strategic? If you spend too much time on one concept a company’s marketing campaign could fall flat.

A Digital Marketing Leader, President of the WebtivityGroup, Co-Founder of yorCMO, Jay Gordman, speaks to smarter ways to blend and capitalize on marketing planning and tactics.

Takeaways:

When thinking of making a pivot, look at your current customer first and understand what your current customer needs. This will expand your market share and deepen your relationship with existing customers.
Do not focus on your competitor or the new latest strategy when looking for the next step. Start with your customer and how you can better serve them. Ask them!!
Results take time! Want to start a blog or use Google Ads? Try it for a few months minimum opposed to one month to get the best results.
Use technology as a tool to fix a problem. It can be difficult to impact people while meeting virtually instead of in person. However, creating a personal touch as much as possible will help to complete the customer experience.
There is a secret fifth “P”: Product, Price, Place, Promotion and PERSON! Before getting into the tactical side of how to market to customers, think about what they want or need.
Career advice: Be well-rounded. Challenge yourself to not be siloed in one field or subject. Learn from sales, analytics, marketing, and more!

Links:

LinkedIn: https://www.linkedin.com/in/jaygordman/
Twitter: https://twitter.com/JayGordman
WebtivityGroup: https://webtivitygroup.com
yorCMO: https://yorcmo.com

Busted Myths:

Take small strategic steps when pivoting. - Do not pivot just to pivot. There needs to be a well-thought out plan that makes sense for the scope of the business. These plans can include a line extension or new service/product marketed towards existing customers or customers in a slightly different demographic.

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/-tft70PEwek

Let’s bring humanity back into business! In a world full of automation, we sometimes get caught up in all of the technology and start treating our customers like machines. How can we bring the human side of this process back into marketing and sales?

A Keynote Speaker, Best Selling Author, Founder of The Human Process Continuum, Founder of Corna Partners, Hilary Corna, discusses ways to get back to having empathy and building relationships for customer longevity.

Takeaways:

It is better to spend 60% of your time planning in order to get great results than to act fast and have to create fluff to find a decent one. Remember the long term game!
Customers are ignorant to why companies want their email or phone number. They know that providing that information leads to spam. Think from the customer’s perspective!
Maximize the value of an existing customer. If you incrementally improve the customer experience over time, then that will create a customer for life. It is loyalty over transaction.
It’s not what we change, it's how we change. There needs to be one team alignment. This is achieved by transferring a company from having a company centric mindset to a customer centric mindset.
Make every conversation about the customer. Take a step back and ask: is this better for the company or for our customer?

Links:

LinkedIn: linkedin.com/in/hilarycorna
Twitter: https://twitter.com/HilaryCorna
Instagram: https://www.instagram.com/hilarycorna/
Hilarycorna.com: http://hilarycorna.com/
Downloadables: https://hilarycorna.com/restart
The Human Way Newsletter: https://hilarycorna.com/connect
The Rise of the Human Centric Era: https://hilarycorna.com/connect
One White Face: https://www.amazon.com/One-White-Face-Remarkable-Self-Discovery/dp/1626343403/ref=mt_hardcover?_encoding=UTF8&me=

Busted Myths:

Automation is not always the answer! It will amplify a company’s process whether it is good or bad. Automate what can be replicated and humanize the extraordinary.

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/uEKb69N0hV8

One White Face: How a Remarkable Leap of Faith Launched a Daring Journey in Self-Discovery

Have you or even your marketing team ever thought of a great idea, but then you keep thinking about it and thinking about it and then you never start?

A Speaker, Author of the book Start Ugly, Creator of the Podfest Multimedia Expo, Producer, and the Chief Creative Officer of the Podfest Multimedia Expo, Chris Krimitsos, motivates listeners to get started with their idea, no matter if the start is ugly, because there is no such thing as a perfect start.

Takeaways:

“People need to innovate at the speed of thought.” - Chris Krimitsos
There are two kinds of people. People that fail to start and then the successful business owners that plateau, because they do not want to move outside of their comfort zone.
Not getting started with an idea is all rooted in fear. People can either be afraid of the unknown and they procrastinate, or they are achievement oriented and are afraid that their idea is not perfect yet.
Learn the way you learn and use that to your strength to start your idea.
To intentionally live out your life the way you want to, you need to ask yourself, what do you want to accomplish, what will make you happy, what avenues and skills do you have to make it a reality, and what do you want out of life?
If you are thinking of starting a podcast, stay in your niche of what you are knowledgeable about and the community of listeners you are marketing to.
Before starting a podcast, do your research. When you decide on the niche that you want to stick with, listen to other podcasts in that niche and see if there is a format that is not yet being done.
Career advice - Don’t chase money, value all your relationships, and understand that there is no hierarchy in life. “We’re all equal, but we all provide different values in the tapestry known as humanity.” - Chris Krimitsos
“Intentionally [live] out your life the way you want to and not the way other people expect you to.” - Chris Krimitsos

Links:

LinkedIn:https://www.linkedin.com/in/chriskrimitsos/
Twitter: https://twitter.com/Chriskrimitsos
Chriskrimitsos.com: https://chriskrimitsos.com/
Podfest Multimedia Expo: https://podfestexpo.com/
Vidfest Expo: https://vidfestexpo.com/
Start Ugly: https://www.amazon.com/Start-Ugly-Timeless-Innovation-Change-ebook/dp/B086R1TH7F/ref=sr_1_3?crid=1BUAZV05UWQUV&dchild=1&keywords=start+ugly&qid=1596727278&sprefix=start+ugly%2Caps%2C182&sr=8-3

Busted Myths:

Wait to start your idea until it is perfected or else it will not survive. - There is no such thing as a perfect start! Do an ugly start and then perfect what you do as you go, or else you will never get started.

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/wbQkL-QbXhw

Start Ugly: A Timeless Tale About Innovation & Change

Marketing has a reputation of only thinking of the bells and whistles. There is a riff between them and other departments. How do we communicate with other departments so that we understand their point of view and vice versa?

A Business Marketing Leader, CMO at Squawqr Mobile Media, CEO of Desidara, Sue Grabowski, discusses how marketing departments can communicate properly to other facets of a company.

Takeaways:

Marketers need to consider the assumptions and risks of the new idea they want to implement. This will allow other departments to feel heard and will minimize conflict between departments.
A marketing team needs to define the objective they want to hit and the requirements it will take to succeed from all facets of the business - not just what marketing is doing.
When considering new marketing technology, ask IT for their security level requirements before picking a platform. That way you can assess whether or not it fits for your business.
Communication is not always words; it's a gesture. Acknowledge that you don’t know what another department does and that you don’t see things through the same filters as they do. Appreciate them!
Marketers should ask finance what they care about! Do some research on capex projects, consider when software is an asset or an expense, and how long something is going to last.
Career advice: Apply yourself and don’t care what people think. Take that step forward!

Links:

LinkedIn: linkedin.com/in/sue-grabowski-7520652
Twitter: https://twitter.com/SueGrabowski
Desidara: http://www.desidara.com
Squawqr Mobile Media: http://www.squawqr.com

Busted Myths:

Marketing communicates well with other departments. Not quite, marketing often struggles to convey what they are trying to do and the impact it will have on the business with the other departments. They need to take into consideration the perspective different departments have and use that to communicate what they are doing, in a way that will matter to the other departments, such as sales, operations, IT, and the executives.
Know how to put content together for your audience! They do not need flowery language.

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/BEDTm_o5LvE

The data does not lie! Learning how to read metrics and understand the story they are telling is essential to discovering the impact of your marketing campaigns.

A Data Driven Marketing Leader, 2020 Salesforce Marketing Champion, Senior Director of Analytics and Business Intelligence at Media Matters Worldwide, Emilie Sanders Lee, speaks about how to look at the data you are collecting and how to use that to your advantage.

Takeaways:

Data means something different for every client. Understand your goal in mind and bring in the data related to that goal. There is no secret sauce!
The best storytelling with a campaign can be done with very simple visualization. A trending chart is one of the best visualizations to see the metrics of a campaign all stacked on top of each other.
Use testing as a tool to lay out the groundwork for budget and time. This will help you put forth the best campaign possible.
Trust the data. Do not assume that one marketing tactic is going to work well because it has in the past. Continue to test and update so that you have the latest information on what is working and why.
Plan to be able to pivot quickly. There is a lot of uncertainty in today’s climate. Programmatic and social are easy ways to pull and launch campaigns quickly.
Career advice: Stop fearing what you don’t know. If you don’t know about it, then educate yourself. Never stop being a student.

Links:

LinkedIn: https://www.linkedin.com/in/emiliesanderslee/
Twitter: https://twitter.com/emilieslee
Media Matters Worldwide: https://www.mediamattersww.com
Alzheimer's Association: https://act.alz.org

Busted Myths:

If you are only looking at your specific campaign metrics and not thinking about it holistically then you are doing it wrong. Think about the client’s revenue, backend data, and leads, to see the bigger picture. Pull in the data that they care about most so that they can say “This campaign is making a difference.”

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/0Gv18fRXbww

Virtual events are a great alternative way to promote your product and discuss new concepts. However, they are not a cut and paste mold from in person events. They have to be adapted to keep your audience’s attention and create the best experience.

A Marketing Leader, trained Journalist, Speaker, Senior Director of Marketing at PathFactory, Cassandra Jowett, talks about how to reinvent virtual conferences to engage your audience and create a long lasting impact.

Takeaways:

Uploading an on demand video of your virtual conference presentation is a good way to avoid technology issues and allow more reach to customers that cannot watch live.
An on demand virtual conference experience is just as crucial as a live one. This is where you will get the event’s longevity results and tracking evergreen content.
When creating a video presentation, have the perspective that your events are long term resources. All the content you created is extremely valuable. Customers could use it as a reference to look back on when they have problems to solve in their business.
Live events are a great way to get feedback on the content you are presenting. Implementing polls, having a chat moderator, and unmuting your audience for a round table can keep your audience engaged.
Have multiple speakers at events to play off of each other. This will keep the audience’s attention while not getting lost in the content.
Try breaking up your live event into distinct sections. When you go to upload your on demand version you will have the option to split up the video into smaller videos for customers to consume.
Give people something to look at that is not you or your slides on the screen! It is impossible to expect people to stay glued into Zoom. Use links to distract the audience with content that is connected to the message you are delivering.
Account Based Marketing is not a “set it and forget it” solution. It takes time to personalize the marketing to each customer.
Big accounts can be appealing. However you need to know what that individual team, division, and region cares about in order to get their attention. Start with what you know and build from there.
It is not enough to just look at a company’s demographics to determine if they should be on your target account list. Having conversations with their sales leaders assists in discovering their priorities.
Career advice: Have more confidence in your abilities! Don’t assume you have less knowledge than everyone else in the room. Let your voice be heard!!!

Links:

LinkedIn: https://www.linkedin.com/in/cassandrajowett/
Twitter: https://twitter.com/cassandrajowett
Email: cassandra@pathfactory.com
PathFactory: https://www.pathfactory.com
PathFactory Blog: https://www.pathfactory.com/blog/

Busted Myths:

Virtual events don’t have to have all the same things as in person events. Think about what would make a great virtual experience holistically. Get creative!

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/scLcvL_t2as

Account Based Marketing has gained momentum with business to business companies, but how do we utilize accounts that fit our ideal customer profile to create the most impact?

A Marketing Leader, Author of Account-Based Marketing, Speaker, Evangelist, ABM Strategist, Jessica Fewless, discusses how to refine your ideal customer profile and personalize marketing to them.

Takeaways:

Intent should inform your strategy. Once you come up with the ideal customer profile, use intent to figure out who is in the market now in order to find out which accounts to focus on first.
Collaborate with your marketing, sales, and customer success teams to find your ideal customer profile (ICP). ICP needs to be refined each year as the market changes.
Just because you want to sell to somebody doesn't mean that they want to buy from you and vice versa.
Be intentional with your account-based marketing strategy. We have more data than ever before, use it to segment your ICP list.
It is time to rethink the customer marketing function. Due to today’s economic climate, it is all hands on deck to save and grow as much of the business that we currently have.
When marketing to your one-to-one treat each customer/company as a market of one. Everything should be 100% personalized for them. Make them feel special, use their vernacular, and give them a piece of collateral with their logo on it!
Career advice: Having different job opportunities is like dating. As you go through your career, figure out what you liked and what you didn’t to find exactly what the right company is for you.

Links:

LinkedIn: https://www.linkedin.com/in/jfewless/
Twitter: https://twitter.com/jfewlessB2B
Email: polepedalpaddlegirl@gmail.com
Account-Based Marketing: https://www.amazon.com/Account-Based-Marketing-Target-Companies-Revenue

Shout Outs:

19:53 Christopher Engman

Busted Myths:

You can’t buy your way into an ABM Strategy! First you need the strategy and then you buy the technology. Sales representatives can be very compelling - don’t fall into “Shiny Object Syndrome!”
Death to nurture! Sometimes nurture gets in the way of good marketing. Try partnering it with your sales development rep. This will allow you to have a more personalized approach to account-based marketing.

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/PMs3o-qNQ4E

Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue