Marketing Matters: Recent Episodes
ADV Marketing
Does marketing matter? Or more importantly, does your marketing matter? In this podcast, our professional marketing team transforms the marketing guessing game into a data-driven process with measurable insights and optimization opportunities.
Join our conversation on the first Monday of every month and start knowing the what, where, why, and how of implementing effective marketing strategies. Make your marketing matter.
Brought to you by ADV Marketing Agency, LLC. Everyone has a story worth telling. Let’s tell yours.
Designs are more than subjective interpretations of what looks good and what doesn’t. There are many different principles that contribute to making a design truly good.
On today’s episode of Marketing Matters, Morgan and Sarah will be discussing design principles. We’ll focus on the Gestalt principles and how you can incorporate them to improve designs, without formal design training, and questions to ask yourself to gain the best feedback. Tune in to learn how to make sure your designs are communicating their purpose to the right people.
Highlights:
- What are Gestalt principles?
- What is proximity, closure, similarity, continuity, organization, and symmetry?
- What questions do you need to answer before making a successful design?
- What are general design best practices?
- What are some questions you can ask yourself when reviewing designs?
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The rise of TikTok and YouTube has seen an explosion of growth for the influencer industry. However, using an influencer in your marketing strategy is more complicated than many people think.
On today’s episode of Marketing Matters, Morgan and Sarah will be discussing influencer marketing. We’ll focus on what makes influencer marketing so effective, as well as tips on how to get started. Tune in to learn how to leverage influencers to boost all the stages of your marketing funnel.
Highlights:
- What is influencer marketing?
- How does B2B influencer marketing differ from your typical B2C influencer marketing?
- Why are influencers effective in the B2B market space?
- How do you get started in influencer marketing?
- How do you pick an influencer for your brand?
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Podcasting is a complicated, expensive, and time-consuming process. But in a world with so many podcasts, how do you make yours stand out amongst all the noise?
On today’s episode of Marketing Matters, Morgan and Sarah are joined by Greg Dunn, Marketing Coordinator at EnerACT Energy Services, to discuss podcasting and how to navigate the twists and turns of creating a podcast. We’ll focus on all of the different aspects that go into creating an effective podcast and finish with some budget-friendly tips on podcast creation. Tune in to learn about the various aspects of podcasting and what makes them effective so your podcast doesn’t fall on deaf ears.
Highlights:
- What makes a podcast effective?
- How to select the proper content for your podcasts?
- How to streamline the podcasting process?
- What is the importance of flexibility in filming podcasts?
- How to podcast on a budget?
Follow Greg on LinkedIn - https://www.linkedin.com/in/gtdunn/
EnerACT Energy Services - https://www.linkedin.com/company/eneract-energy-services-inc/
Pipeline Podcast Network - https://www.linkedin.com/company/pipeline-podcast-network/
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Video makes up 65% of all content online, but how can one format account for such a large percentage of content on the internet? There are many different types of videos, all of which have different strengths when trying to achieve specific outcomes.
On today’s episode of Marketing Matters, Morgan and Sarah discuss videography for marketing. We’ll focus on all the different types of videos within B2B marketing along with their strengths and weaknesses. We will end with some budget-friendly tips for incorporating videos into your content strategy.
Highlights:
- What are the different types of videography in B2B marketing?
- When should you use each type of video?
- Where should you implement these different forms of videos?
- What are the pros and cons of the different types of videography?
- How can you be budget-friendly when implementing videos into your content strategy?
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Your typical consumer journey is going to differ whether you work in a B2C business or a B2B business, but why? What makes the traditional consumer journey effective sometimes and the account-based/inbound journey effective at other times?
On today’s episode of Marketing Matters, Morgan, and Sarah are discussing the marketing funnel and how the B2B funnel may look different from your typical B2C funnel. We’ll focus on the different aspects of each funnel, as well as how to implement the funnel for a truly effective marketing strategy. Tune in to learn which strategy would work best for you and your business.
Highlights:
- What is the typical consumer journey/funnel?
- What is the account-based or inbound marketing funnel?
- What are some of the strengths and weaknesses of each funnel?
- How will content differ when you’re in different stages of the funnel?
- How does re-engagement/re-entering the funnel affect how you treat the consumer?
Resources:
Inbound Marketing vs. Traditional Marketing: A Comprehensive Comparison for B2B
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The psychology of marketing is often overlooked, but the truth is that people act on instinctual behaviors. Learning how to harness the power of these biases can contribute to major growth of your business.
On today's episode of "Marketing Matters," Morgan and Sarah are discussing what consumer behavior is and how you can implement different aspects into your marketing strategy. We'll discuss a few different biases that humans have, and give examples of how they are seen in businesses everywhere.
Highlights:
- What is consumer behavior?
- What are consumer biases that every business should know?
- How can you implement consumer biases into your marketing strategy?
- What is A/B Testing?
- Why is consistency important?
Resources:
- Nudge
- Thinking Fast and Slow
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You have been pushing out advertisements for a while now but your business and sales aren’t growing. Sound familiar? In order to pinpoint what you are missing, you need to understand all the aspects of marketing and how each one brings value to your business.
On today's episode of "Marketing Matters," Morgan and Sarah are discussing what marketing is and everything that it encompasses. We'll focus on how each aspect of marketing is different and how they work together to help achieve business development. Tune in to learn what you could be missing to make your marketing strategy truly effective.
Highlights:
- What are the 4 P’s of marketing?
- What is the difference between sales and business development?
- Why is sales and marketing alignment important?
- How has marketing evolved for the energy industry, specifically?
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So, you have a sales team— but you can’t seem to close with any of your potential clients OR the sales process feels particularly hard. Why? In a day and age where information on any company is available at the push of a button, it is vital to understand why content marketing drives business.
On today's episode of "Marketing Matters," Morgan and Sarah are discussing the key aspects of content marketing and why it is effective in the B2B business world. We'll focus on what content is and how it can lead to sales enablement. Tune in to learn about the value that content marketing can bring to your business.
Highlights:
- Why is content marketing important to sales enablement?
- Why is having the right mix of traditional and digital media important?
- What is inbound marketing?
- How does digital and traditional content play a role in relationship building?
- Why is it important to have organic content?
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We’ve all been there—an inbox full of unwanted emails that are immediately deleted. To avoid the virtual trashbin, it’s vital to know the fundamentals of effective email marketing.
On today’s episode of Marketing Matters, Morgan and Sarah are discussing the key aspects of email marketing, so you don’t become the very thing you avoid: an annoying marketing email. We learn how to bring value through emails, then test and segment to improve your strategy. Tune in to learn how to make your emails stand out in a crowded inbox and truly connect with your audience.
Highlights:
- What are the pros and cons of increasing your email marketing budget?
- How should a consumer’s attention span affect the design of your emails?
- What are the fundamentals of email marketing?
- How can A/B testing optimize your email campaigns?
- What strategies should you utilize to bring true value to your email recipients?
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When credibility matters (like it always does in B2B marketing), who is spreading the message matters just as much as what they are saying. That is where paid, owned, and earned media comes in.
On today’s episode of Marketing Matters, Morgan and Sarah are diving into the powerful trio of paid, owned, and earned media. We break down what each term means, why these distinctions are vital for your media strategy, and the pros and cons of each type. Join us today to tailor your media strategy to your specific needs, whether you are a beginner or a marketing pro.
Highlights:
- What is the difference between paid, owned, and earned media, and why does it matter in B2B marketing?
- Why is credibility such an important differentiator?
- What are the pros and cons of each strategy, and how do I know which fits the best with my current strategy?
- Once I choose a media strategy, how do I start?
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In today’s data-driven world, understanding the performance of your marketing efforts is crucial for success – but how do you know if your marketing is driving results?
Join Morgan and Sarah on this episode of Marketing Matters, as they dive deep into the world of marketing analytics and explore the art of benchmarking. They introduce what benchmarking is, why you should do it, and how to get started from ground zero. Whether you’re a seasoned marketer or just beginning, this episode will empower you to make data-driven decisions that boost your marketing strategy and drive results.
Highlights:
- What is benchmarking?
- How do I begin benchmarking from scratch?
- What role do trends play in creating effective benchmarks?
- How can I use benchmarks to predict?
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When people think of marketing, they usually think of advertising – which is not always the case. How does advertising fit in to marketing and when is it good to use paid advertisements?
Join Morgan and Sarah on this episode of Marketing Matters, as they discuss both paid and organic advertisements, the unique benefits they each offer, and how to identify which one to use for your campaign. Once the method of advertisement is selected, they then go on to discuss the what the best information is to include in your ad. The episode concludes with important reminders about expectations from ad campaigns and what constitutes success.
Highlights:
- What is organic marketing?
- When should you use organic v. paid?
- What platforms have the highest conversion rate for paid advertisements?
- How do I know if my ad campaign was successful?
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We’ll see you in a month for the first episode of our next season!
Marketing Matters is brought to you by ADV Marketing
Where is the line between marketing and spam? How do you know when marketing is “too much?”
Join Lina and Sarah on this episode of Marketing Matters, as they discuss marketing in excess and how to avoid marketing fatigue in your own strategy. They discuss different types of marketing that can be “too much,” such as non-targeted and reactionary marketing and why they don’t work. Plus, they share personal experiences with overwhelming and inefficient marketing. Tune in to gain insights on ensuring that your marketing is hitting targets and not “too much.”
Highlights:
- When is marketing “too much?”
- What does it mean to be fatigued by a brand’s marketing?
- What does excessive, non-targeted, and reactionary marketing look like?
- What is the difference between responsive and reactionary marketing?
- How often should you be posting content on social media?
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What is the best method for building a strong marketing team? Should you outsource a team? Should you hire an in-house individual? What are the pros and cons of each? If you’re asking yourself these questions as a business owner, today’s episode will bring some valuable insight.
Tune in to today’s episode of Marketing Matters to hear Lina and Sarah explain the pros and cons of both outsourced marketing and in-house marketing. When making this decision, it’s important to consider your budget, flexibility, time constraints, and how much control you want to have over your marketing.
Highlights:
- When is it worth it to hire an in-house marketing employee?
- What are your priorities and main objectives in marketing?
- How flexible are you with desired marketing project timelines?
- Is marketing a core competency for your business?
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Marketing Matters is brought to you by ADV Marketing
You have an idea for a post or video, you create it, it does great, and then nothing happens for months until you have another idea. Does that timeline sound familiar? If so, you’re not the only one.
Join Lina and Sarah on this episode of Marketing Matters to hear about the common content failures that companies make, and how to solve them. Whether you’re active on your platforms or you haven’t posted in months, learn how to leverage your content to reach your goals.
Highlights:
- What is reactionary marketing?
- What does it mean to create content for long-term success?
- What are the common mistakes that companies make when planning their content?
- What are the keys to success in content marketing?
- What is the difference between short-term and long-term needs in the content planning process?
- How can you create a content implementation plan?
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Marketing Matters is brought to you by ADV Marketing
Welcome back to Marketing Matters! On this episode, Lina and Sarah sit down to discuss the burning question: can artificial intelligence really help with your marketing? With so many different AI platforms claiming to perform magic, how can you be sure that AI is truly useful? Join us as we dive into the various AI platforms, their usefulness, and their pitfalls. Whether you’re an active AI user or just hearing about it, you’ll learn what AI is, and the key advantages and disadvantages of using this kind of technology.
Highlights:
- What is generative artificial intelligence?
- What are the various popular AI platforms trending now?
- Is AI-generated content completely original?
- Why should small vs. big B2B businesses use (or not use) AI?
- What are the major pros and cons of using AI in marketing?
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let's tell yours.
Marketing Matters is back! Welcome to the first episode of season 3, where Lina and Sarah discuss one of the most critical aspects of any successful business: managing your budget. With so many things demanding your money as a business owner, how do you find space in the budget for effective marketing?
In today’s episode, we’ll explore practical strategies and best practices for managing your marketing budget. Whether you're just starting or a seasoned marketer, you'll discover valuable insights and actionable tips to help you optimize your marketing spend and drive business growth. So, let's dive in!
Highlights:
- How much should my budget be?
- How do I spend money to make money?
- How can I allocate my marketing dollars effectively to maximize my return on investment?
- How do I know when it is—and when it isn’t—necessary to spend money on marketing?
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let's tell yours.
In today’s episode of Marketing Matters, Lina Adams and Sarah Roberts discuss which comes first – the chicken (aka sales) or the egg (aka marketing). Marketing and sales exist as two separate funnels, but they work closely together. Knowing which to focus on first when growing your team can be difficult. Lina and Sarah discuss the importance of defining business objectives upfront to determine which area needs your attention.
Highlights:
- Marketing and sales are more like cousins than twins (Lina and Sarah explain)
- Define your desired outcomes first to make decision-making easier
- Evaluate what areas of your business need support to achieve marketing & sales alignment
Reference episode: What marketing and the military have in common
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Marketing Matters is brought to you by ADV Marketing – Everyone has a story worth telling. Let’s tell yours.
In today’s episode of Marketing Matters, Lina Adams and Sarah Roberts sit down to discuss the differences between B2C (business-to-consumer) versus B2B (business-to-business) marketing. They begin by defining B2C and B2B marketing and then discuss why the two need to be treated differently within the business world. Then, they explain the contrast between account-based marketing and inbound marketing within B2B marketing.
Highlights:
- The difference between B2C and B2B marketing
- Account-based marketing vs. inbound marketing
- How do B2B marketing and sales work together?
Resources from the episode:
Reference Episode: What marketing and the military have in common
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let’s tell yours.
It’s conference season. Whether you’re attending or exhibiting, there’s so much more to a conference than just being there. In this episode of Marketing Matters, Lina and Sarah break down the various things you should do before, during, AND after the conference to maximize your marketing efforts.
Highlights:
- How to set event goals
- Don’t forget about your current clients
- Does your business need a large booth? Or do you even need a booth at all?
- Should you get a speaking slot?
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We post new episodes every other Monday.
Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let’s tell yours.
Lots of companies get stuck after step 1 – building a website. But, just because you have a website doesn’t mean you’ll automatically get any visitors. It’s not 1992, after all! So, how can you start generating web traffic in 2023?
Join Lina and Sarah on today’s episode of Marketing Matters to discover the importance of maintaining an effective website. They discuss the role of a website for your business (especially if you're business-to-business or B2B) and its significant effect on your customer’s perception of you. To help you establish and uphold an impressive website, Sarah shares her 3-step website maintenance plan that you won't want to miss!
Highlights:
- What does it mean for your website to be your 24/7 salesperson, lead trap, and content hub?
- How can you put yourself in your customers' shoes to improve your SEO?
- How often should you be updating your website?
- What is Sarah’s 3-step website maintenance plan?
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We post new episodes every other Monday.
Marketing Matters is brought to you by ADV Marketing - Full-service marketing, content creation & B2B lead generation.
On this episode of Marketing Matters, Lina and Sarah sit down to discuss the keys to creating marketing messages that speak to YOUR clients. They explain the importance of utilizing B2B messaging rather than B2C, as well as the necessary steps to create a quality marketing message.
Highlights:
- Don’t message like B2C
- Your core marketing message should be grounded in your future objectives
- Be value-oriented and customer-centric
- How to balance between being responsive and being reactionary
- What are the most common marketing message mistakes?
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let’s tell yours.
You set your business goal in December. It's January, and you're ready to start working on achieving it. But how? Marketing. In this episode, Lina and Sarah explain how marketing goals can and should help you achieve your business goals. Be sure to tune into this episode!
Highlights:
- You set your business goals. Now, how are you going to achieve them?
- Steps to creating a marketing goal
- Marketing goal examples
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let's tell yours.
On this episode of Marketing Matters, Lina and Sarah sit down to discuss what's next in energy marketing! They dive into what makes energy marketing different and explain the components of an efficient and budget-friendly campaign. They also examine emerging trends and give insight into how important agencies are to building a successful campaign.
Highlights:
- What are the key components of a successful campaign?
- How to plan for emerging trends and channels in 2023
- What does marketing mean from a customer vs. business owner perspective?
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let's tell yours.
In today’s episode of Marketing Matters, Lina Rice and Chris Alexander, the President and founder of ADV Integrity, sit down to discuss the importance of marketing for B2B. They explain the many channels that can be utilized to generate leads and increase revenue, as well as how to choose which channel to use.
Highlights:
- Have a long-term vision that you are actively working towards
- Start small to find what works
- Why should you spend as much money as possible on marketing?
- How to find the right channel for your company?
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let’s tell yours.
In today's episode of Marketing Matters, Lina and Sarah sit down to explain everything about Lead Generation, from how to measure it to how to do it and more! They illustrate this complex concept in an easy-to-understand lead generation funnel to help you make the most of your marketing efforts.
Highlights:
- Why lead generation is imperative to a business’s success
- How to properly track leads
- Why sales and marketing teams must work together
- How to identify a quality lead
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let's tell yours.
In today's episode of Marketing Matters, Lina and Sarah sit down to discuss rebranding. They get into what rebranding looks like, why a company would rebrand, and how to do it effectively. You'll want to tune into today's episode!
Highlights:
- What is rebranding?
- Why would anyone rebrand?
- When should a company rebrand?
- How should a company rebrand?
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let's tell yours.
In today's episode of Marketing Matters, Lina and Sarah sit down to discuss marketing tools and methods when your company is on a tight budget. They even give resource recommendations! Be sure to listen to today's episode.
Highlights:
- Earned vs Paid Advertising
- Digital Marketing is a money-savers dream
- A list of free resources!
- What should you do first when you get more funds?
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let's tell yours.
In today's episode of Marketing Matters, Lina and Sarah sit down to discuss analytics's role in effective marketing on a budget. They emphasize the importance of focusing on specific analytics based on your unique objectives and determining how you measure success.
Highlights:
- What is Analysis Paralysis and how to avoid it
- Determine how you measure success
- The top two most common marketing objectives
- The traditional funnel from objectives to analytics
- Pros & cons of creating certain types of benchmark goals
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let's tell yours.
In today's episode of Marketing Matters, Lina, Sarah, and Kara sit down to discuss all things Mar-Tech, or marketing technology. They dive into what mar-tech is, the digital age that has allowed it to grow, and how your company can utilize it in today's competitive business environment.
Highlights:
- What is Mar-Tech?
- How can a company combat privacy concerns surrounding data tracking and analytics?
- How and why should you apply Mar-Tech to your company?
- Authenticity is more important than efficiency
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let's tell yours.
In today's episode of Marketing Matters, Lina and Sarah sit down with Kara and the ADV Marketing summer intern Anna. They discuss marketing for B2B and test Anna’s knowledge of marketing in a fun myth or fact game.
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let's tell yours.
In today's episode of Marketing Matters, Lina and Sarah sit down to discuss content marketing principles for your b2b. Most importantly, they answer the questions: What attracts views? Comments? Engagement?
Highlights:
- The 4 Ps of Marketing
- 5 Basic Marketing Principles
- LinkedIn Marketing Principles
- Performance trends say a lot
Resources:
5 Basic Principles of Product Marketing
LinkedIn's ten principles
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let's tell yours.
In today's episode of Marketing Matters, Lina and Sarah sit down to discuss copywriting and how it can make or break your B2B marketing.
Highlights:
- What is copywriting?
- Different types of copywriting for B2B
- What makes copywriting effective?
- How to add copywriting to your marketing strategy
Resources:
70% of B2B marketers use content
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let's tell yours.
In today's episode of Marketing Matters, Lina welcomes guest Rhett Dotson, better known as Thing 20, on the Pipeline Things podcast. Rhett and Lina discuss what it's like to podcast for your business and give some insider tips for making your podcast successful.
Highlights:
- How can a podcast benefit your company?
- Should you start a podcast?
- Who is your podcast audience?
- Steps to start a podcast
Connect with Rhett
Listen to Pipeline Things
Resources:
25% of Americans listen to 6.5 hours of podcast episodes a week
74% of podcast listeners want to learn something
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let's tell yours.
In today's episode of Marketing Matters, Lina and Ivy sit down to discuss how and why you should integrate social media trends and popular industry topics into your social media plan.
Highlights:
- Integrating trends and popular content keeps your social media fresh and relevant
- Research topics by following thought leaders or joining LinkedIn Groups
- Industry newsletters tend to be very trend-oriented
- Analyze past content
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let's tell yours.
In today’s episode of Marketing Matters, Sarah, Lina, and Kara sit down to discuss marketing for a business-to-business company. In this episode, they explain what b2b marketing is and ADV Marketing’s approach to b2b marketing.
Highlights:
· What is b2b marketing?
· How does sales fit into marketing?
· How to use account-based marketing to market your b2b.
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Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let’s tell yours.
In today’s episode of Marketing Matters, Lina and Sarah sit down to discuss what it is like to work with an agency and what you need to know as a business owner. In this episode, they’ll discuss marketing agencies, in-house teams, and how to determine which is best for your business.
Highlights:
· Should you hire an agency or an in-house team?
· Can agencies and in-house teams work together?
· What you need to know when working with an agency as a business owner.
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See you on the first Monday of next month!
Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let’s tell yours.
In today’s episode of Marketing Matters Lina, Sarah, and Kara sit down to discuss the military and its similarities to marketing. Today Kara joins the podcast bringing in her sales and business owner experience to explain how she believes marketing and the military are similar.
Highlights:
· Artillery vs. Infantry
· What is the difference between marketing and sales?
· How to help your sales force close the deal
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See you on the first Monday of next month!
Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let’s tell yours.
Join Sarah in this special guest episode about practical marketing for small businesses. In this episode, Sarah invites Jon Barnes, founder of a recent start-up, to discuss practical marketing strategies. Jon and Sarah share what they have learned through marketing for small businesses, so listeners can avoid simple marketing mistakes and see bigger returns, faster.
Highlights:
● Building a business and a marketing strategy
● Tools that work versus tools that don’t
● Lessons learned from first-hand marketing experience
● The importance of building a talented team
Resources from the episode:
Canva: https://www.canva.com/
Squire Work: https://www.squirework.com/
Starting Out Podcast featuring Sarah
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See you on the first Monday of next month!
Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let’s tell yours.
Join Lina, Ivy, and Sarah, three ADV marketing associates, in this discussion about social media for business-to-business (B2B) companies. In this episode, they’ll discuss everything from the “why” with B2B social media to the value of humanizing your B2B.
Highlights:
· Has social media replaced websites?
· How B2B can use various social media platforms
· Social media strategy vs. social media schedule
· The value of client relationships
· Humanizing your B2B
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See you on the first Monday of next month!
Marketing Matters is brought to you by ADV Marketing - Everyone has a story worth telling. Let’s tell yours.
Join Lina, Ivy, and Sarah, three ADV Marketing Associates, as they kick off the Marketing Matters podcast. They’ll discuss what they wish you knew about websites. Everything from why your company needs one to what makes a good website! They’ll even get into websites for mobile and answer the question “does mobile really matter?”
Highlights:
· Get to know ADV Marketing
· Why does your company need a website?
· What makes a good website?
· Mobile Matters.
· Where to start when you don’t already have a website
· What to keep updating when you already have a website
Resources from the episode:
54.8% of global website traffic is mobile
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Be sure to subscribe and leave a comment or review!
See you on the first Monday of next month!
Marketing Matters is brought to you by ADV Marketing - everyone has a story worth telling. Let's tell yours.