The Hard Corps Marketing Show
In Email We Trust - Liz Willits - Hard Corps Marketing Show #225

In Email We Trust - Liz Willits - Hard Corps Marketing Show #225

October 22, 2020

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:

 

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:

Social Media Slayer - Christoph Trappe - Hard Corps Marketing Show #224

Social Media Slayer - Christoph Trappe - Hard Corps Marketing Show #224

October 21, 2020

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:

 

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:

Marketing Operations Master - Crissy Vetere Saunders - Hard Corps Marketing Show #223

Marketing Operations Master - Crissy Vetere Saunders - Hard Corps Marketing Show #223

October 19, 2020

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:

 

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:

Fishing for the Right Prospects - Bill Kenney - Hard Corps Marketing Show #222

Fishing for the Right Prospects - Bill Kenney - Hard Corps Marketing Show #222

October 16, 2020

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:

 

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:

Passing The ABM Torch to Sales - Christelle Flahaux - Hard Corps Marketing Show #221

Passing The ABM Torch to Sales - Christelle Flahaux - Hard Corps Marketing Show #221

October 15, 2020

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:

 

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:

True Buyer Intent Discovery - Tom Hessen - Hard Corps Marketing Show #220

True Buyer Intent Discovery - Tom Hessen - Hard Corps Marketing Show #220

October 14, 2020

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:

 

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:

The Training Mindset that Builds Business - Darrell Alfonso - Hard Corps Marketing Show #219

The Training Mindset that Builds Business - Darrell Alfonso - Hard Corps Marketing Show #219

October 12, 2020

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:

 

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:

Marketing Negotiations Ninja - Mark Raffan - Hard Corps Marketing Show #218

Marketing Negotiations Ninja - Mark Raffan - Hard Corps Marketing Show #218

October 9, 2020

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:

 

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:

The Content Marketing Jedi - Lucy Graham - Hard Corps Marketing Show #217

The Content Marketing Jedi - Lucy Graham - Hard Corps Marketing Show #217

October 8, 2020

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:

 

 

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:

Marketing To Sales - Ashley Estilette - Hard Corps Marketing Show #216

Marketing To Sales - Ashley Estilette - Hard Corps Marketing Show #216

October 7, 2020

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:

 

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:

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