The Hard Corps Marketing Show
The True Value of Marketing - Jacklynn Farbman Manning - Hard Corps Marketing Show #131

The True Value of Marketing - Jacklynn Farbman Manning - Hard Corps Marketing Show #131

February 27, 2020

Everyone has their own idea of what marketing is, but does anyone truly understand the value of it? How is marketing making a difference for your organization?

A Marketing Leader, Designer, and the VP of Marketing at Amur Equipment Finance, Jacklynn Farbman Manning, discusses the true value of marketing and encourages marketers to challenge the status quo and get outside of the box that others may have put them in.

 

Takeaways:

  • It can be difficult for people to understand the value of marketing because there is so much to it. Marketing encompasses communication, customer engagement, building a good culture, delivering consistent messaging and spreading the brand.
  • Building a brand needs to be the first priority internally and externally. This ensures consistent messaging across departments, no matter where the buyers are in their journey.
  • If your company is perceived differently than what they want to be, they need to reposition themselves in the market. This can come with rebranding, updating their messaging, or introducing a new product or service.
  • To make marketing a superstar, a company needs to hire people that have a purpose and passion that align with the business’ mission, on a platform where they will flourish.
  • Marketing is about collaboration. The best ideas can come from anywhere, so there is no room for an ego.
  • Be open to taking a risk on people and letting them prove to you that they have something to offer.
  • “There’s always opportunities around the corner, you just have to be open to them.” - Jacklynn Farbman Manning
  • Career Advice from Jacklynn - Go with your gut, if you make a mistake, the most important thing is to learn from it.

 

Links:

 

Busted Myths:

  • Everyone understands the value of marketing. - This is NOT true, not everybody does. Most people view marketing as sales support, but there is more to it than that. Marketing builds branding, contributes to the customer experience, creates excellent content to educate buyers, spreads the company culture, and the list goes on.

 

Building an Authority Marketing Colosseum - Adam Witty - Hard Corps Marketing Show #130

Building an Authority Marketing Colosseum - Adam Witty - Hard Corps Marketing Show #130

February 24, 2020

Part of a marketer’s job is all about positioning. Positioning their business’ brand, content, and people in front of their ideal buyers. 

What about positioning your business in a place of authority above your competitors?

An Entrepreneur, Speaker, Author of Authority Marketing, and the Founder & CEO of Advantage l Forbes Books, Adam Witty, educates the audience about authority marketing and how reaching a place of stature and authority in your marketplace can be manufactured.

 

Takeaways:

  • Authority marketing is positioning yourself as a thought leader in your industry.
  • Positioning is the ideas, images, and thoughts that come to mind when people think of a brand or a person. It is the opinion that is formed based on their experiences with the brand or individual.
  • You can control the opinion a person has towards you or your brand by being proactive about how you present your brand or yourself as a thought leader.
  • Do not be embarrassed about sharing your expertise with others. If you genuinely believe in what you do, presenting your knowledge to others will only help them in solving the problem that your product or service addresses.
  • If you do not know where to start when creating a book, think of the ten most common questions that your buyers have, then write a chapter to answer each question. The book needs to be about solving a problem that people have.
  • Facts and data show that when you are introduced as an author of a book, people instantly see you in a different light, as an expert, as a thought leader.
  • The four pillars of creating an authority marketing colosseum are branding and omnipresence, content marketing, public relations and media, and speaking; the foundation is authorship.
  • Content marketing is anything you can do to educate your ideal customer.
  • When someone is being advertised to, their guard is up. When they are learning and being educated, their guard is down and they are more receptive to the message. Therefore, consider the tone of your content, are you selling or educating?
  • “You can’t spell authority without the word author.” - Adam Witty
  • The more authority you have in your industry, the more your brand is placed in a category of one which means buyers will be comparing other options to you, because you have differentiated yourself from your competitors.
  • If you do a speaking session for free, make sure it is in front of an audience of people that could do business with you.
  • Advice from Adam Witty - “The riches are in the niches.” If your business serves a very particular segment of buyers, you are able to prioritize your marketing and your chances of success increase. Consider creating a product or service that generates recurring revenue.

 

Links:

 

Busted Myths:

  • To reach a place of authority in your industry or marketplace, you have to pay your dues and put in your time. - This is NOT the case. A place of stature and authority can be created by positioning yourself as a thought leading expert in your industry over your competitors.

 

Marketing Automation Unleashed - Casey Cheshire - Hard Corps Marketing Show #129

Marketing Automation Unleashed - Casey Cheshire - Hard Corps Marketing Show #129

February 20, 2020

Marketing automation platforms can be complex. There is a specific process to follow for set up, and then once the technology is set up, teams often use it at a minimalistic level when there is so much more that can be unleashed.

A Marketing Leader, Speaker, Mentor, the Author of Marketing Automation Unleashed, Founder & CMO of Cheshire Impact, and the host of The Hard Corps Marketing Show, Casey Cheshire, is interviewed by former guest and the Chief Evangelist of BombBomb, Ethan Beute, for a special episode where the host talks marketing automation and sets the record straight!

 

Takeaways:

  • The whole point of using an implementation partner is to skip all the mistakes and painful moments that can happen. A partner has already seen mistakes that happened from previous clients and they are able to apply that experience to your business’ implementation.                               
  • Most people only use 30% or less of their marketing automation tool.
  • Marketing automation in four words is capture, nurture, automate, and report.
  • Capture is all about getting leads that come to your website to convert.
  • “...somehow we expect our customers to come to our website and get married to us on the very first form...you see this all the time when you have a form with 12 fields.” - Casey Cheshire
  • Progressive profiling allows you to ask a series of questions over several visits to your site. Pardot will never ask the same question twice.
  • Nurturing with marketing automation is about encouraging prospect growth, actually solving their problems, and providing value with your content.
  • If a prospect says reach out to me in six months, nurture them along the way to keep your brand top of mind.
  • Marketing automation allows you to automate processes that would otherwise take up precious hours of your time.  A marketer can automatically send prioritized leads to sales that are considered to be sales qualified.
  • “The whole point of marketing automation is to prioritize human time.” - Casey Cheshire
  • A marketer’s report should display which marketing campaigns are working and which are not. More marketing activities does not necessarily mean more results.

 

Links:

 

Busted Myths:

  • The marketing automation platform is done being set up once the implementation is over. - This is NOT the case. A marketing automation platform needs to be continually added to, it needs to be given a process for how it can be developed and optimized towards your business needs.

 

The Content Performance Long Game - Christoph Trappe - Hard Corps Marketing Show #128

The Content Performance Long Game - Christoph Trappe - Hard Corps Marketing Show #128

February 17, 2020

Is your marketing team expecting to see unrealistic returns on a stand alone piece of content? Have you spent thousands of dollars from your budget on one white paper or one article? 

Content performance is about the long game. 

A Content Marketing Thought Leader, Podcast Host, the Author of Content Performance Culture, and the Chief Content & Strategy Officer of The Authentic Storytelling Project, Christoph Trappe, challenges marketers to broaden their strategy and realize that great content marketing is not reached with just a one and done approach.

 

Takeaways:

  • Be open to using newer content mediums such as podcasts and video. These mediums are authentic and can be less time consuming than the written word that has to go through several edits.
  • When creating content, consider if the keywords used are what your buyers are searching for. If not, then your content will not be found.
  • When measuring the success of your content, be sure to set a realistic goal. Think about the size of your current audience and take that into consideration when looking at engagement.
  • Before writing a book, think about what your brand is known for to start. Using the content from previous blog articles can help provide a starting point for the content.
  • If you have already written a book, think about turning the content into a podcast where you discuss the topic of each chapter. 
  • Career Advice from Christoph - Learn a skill that will always be useful and transferrable for something. For example, writing, storytelling, and coding. 

 

Links:

 

Busted Myths:

  • Content marketing can be done successfully as a one and done approach. - This is NOT the case, content marketing is a long-term strategy that needs to be done across several channels, with ongoing adjustments, and provide answers to questions that your buyers have.
Becoming Your Own Marketing Leader - Renee Herendeen - Hard Corps Marketing Show #127

Becoming Your Own Marketing Leader - Renee Herendeen - Hard Corps Marketing Show #127

February 13, 2020

Marketers can be running on the activity hamster wheel for so long that they forget the importance of stepping out and having a conversation. Conversations with their buyers, with their managers, and with people that are outside of their direct sphere of influence.

A Marketing Leader that has been the VP of Marketing at several firms and is now a Marketing Consultant, Renee Herendeen, reminds marketers of the importance of having conversations and how it contributes to individuals becoming their own leaders.

This episode is filled with discussion around buyer interviews, management skills, career advice, and the steps for building a personal brand. Check it out!

 

Takeaways:

  • Marketers know how to talk about their product or service, but do they know how their buyers talk about what they offer? Do your research and talk to your buyers.
  • Most buyers do want to talk, get over your own apprehension and invite them to have a fifteen minute conversation. Ask the buyer who they are, what they do, and then their experience with the product or service.
  • A company may feel they have to spend thousands of dollars on focus groups or research services, but they may be able to get what they need by just having 1:1 conversations with their buyers.
  • Omnichannel marketing is about hitting your buyers at multiple touchpoints throughout their day. Understand who your buyer is, their path, and where they are. 
  • For marketing managers, provide your team with real time feedback, do not wait until a year has gone by. Be transparent with your employees to help them grow.
  • If you are in the process of developing your personal brand, ask for help. You never know what is possible until you ask.
  • Career Advice from Renee: We are all people, from the C-Suite level to entry level employees, we all deserve to be treated with respect, so stand up for yourself if this is not the case.

 

Links:

 

Busted Myths:

  • To get great marketing help, you need a big agency. - This is not the case. Small boutique agencies have the same amount of talent and skill as a bigger agency does. They also often offer the same team of people to work with a client throughout their entire journey.
  • When developing a personal brand, you have to have a certain polished image. - Building a personal brand is about showing who you really are, so be authentic. People respond to what is real. Get comfortable with being yourself.
Marketing Your Way to Success - LaRon Butler - Hard Corps Marketing Show #126

Marketing Your Way to Success - LaRon Butler - Hard Corps Marketing Show #126

February 10, 2020

Marketers are able to execute the tactics and strategy for their companies, but what about applying marketing skills to their own life for success in their career? 

A U.S. Army Veteran, Salesforce 5x Certified Ohana Member, Digital Marketing Strategist, and Salesforce Administrator for Cloud Co-Op, LaRon Butler, shares her story about how she got into marketing from the ground up. 

This episode is filled with takeaways on branding, conversational marketing, career advice, and inspirational messages of perseverance. 

 

Takeaways:

  • Be sure to balance your messaging with your brand presence. Your buyers should not only recognize your brand, but be able to recall what your business does.
  • When attending conferences, look around and see how other companies are representing themselves.
  • Are you turning potential opportunities away because you keep sending email blasts out to your whole database, and contacts are unsubscribing? Be selective about the content that you send to segments of your database. Think about how it provides value to that particular segment.
  • With chat, you cannot talk to everyone, you need to prioritize which website visitors are ready to buy and which ones need some more nurturing.
  • If you are using chat, be sure to still create a genuine experience for the buyer with your brand.
  • There will be moments in your career where you will face rejection, but do not give up! 
  • Career Advice from LaRon: Establish a community around yourself, whether it is joining one, or starting one for others. The support and opportunities for connection can be endless!

 

Links:

 

Busted Myths:

  • Your brand is everything. - Your brand is not everything. There needs to be a balance between your brand and your messaging. If your buyers can recognize the brand, but they do not know what your company does, then what good is your brand?
  • When it comes to email marketing, it is all about the size of your list. - It is not about the size of your list, but about the quality. Are you sending the right content to the right people?

 

Shout Outs:

  • 1:11:26 Christian Estevez

 

Going to War on Email Deliverability - Keith Phillips - Hard Corps Marketing Show #125

Going to War on Email Deliverability - Keith Phillips - Hard Corps Marketing Show #125

February 6, 2020

Of the email lists that your marketing team has, what percentage of the list is engaging, what percentage is marking your emails as a spam complaint, and what percentage is not even receiving your emails because of old email addresses that have not been updated?

There are so many tactics that a marketer has to take, to make sure their emails get through to the prospects on their hard earned lists, that they need to declare war on email deliverability.

A digital marketing and customer service expert and Director of Business Development at Classic Photographers, Keith Phillips, shares his top recommendations for having a successful email deliverability rate.

 

Takeaways:

  • Check your spam folder to see what kind of emails are landing there. Notice their subject lines, phrases used, and other keywords that possibly triggered that email to land in the spam folder automatically.
  • Consider paying attention to your email total opens, not just your open rate. You could send an email to 10,000 people and only 50% opened it, but that is still 5,000 people that engaged with your content.
  • One way to segment your email lists is through engagement. The people that engage with your emails the most may want to receive your emails on a more regular basis where the other less engaged percentage may need a slower paced cadence.
  • Take the time to clean your email lists. The higher the bounce rate and the more spam complaints that your domain receives only hurts your email reputation.
  • When writing an email, think about how you would write it to a friend. Does your email provide value to the recipient or is it a sales pitch?
  • Every email should have a call to action in it. Keep your email authentic and brief and let your website and landing pages do the selling.
  • Think about putting as much time into your email deliverability as you do your SEO.
  • Take note of which emails land in your primary inbox versus your promotions tab. Look at the words and phrases that are being used to get the email to the primary inbox.
  • “Conversational marketing is based on continuing the conversation until your desired goal whether it’s a purchase or solving their problem.” - Keith Phillips
  • If you use chatbots, make sure to still treat people like people and provide quality answers to their questions.

 

Links:

 

Busted Myths:

  • The size of your email list matters. - The size of your email list does NOT matter as much as what you do with it. How are you getting people to engage? Are you segmenting your lists based on those who engage more? The lower the engagement, the worse your email reputation could be.
  • Content can be written and then forgotten about. - Content is not set it and forget it. It should be updated as needed to continue to be valuable to your target audience.
The Art of an Agile Marketer’s Focused Lens - Nicole Davidson - Hard Corps Marketing Show #124

The Art of an Agile Marketer’s Focused Lens - Nicole Davidson - Hard Corps Marketing Show #124

February 3, 2020

A marketer’s day consists of putting out fires, taking in ideas from other departments at unexpected times, and then multitasking to find the time to execute all the tasks that they already had on their schedule for the day. 

So how does a marketer stay focused to get things done?

A marketing leader with expertise in interactive marketing, marketing automation, demand generation, and the Director of Marketing Operations at Vertex Inc., Nicole Davidson, challenges marketers to stop multitasking and take control of their tasks through project management and prioritization.

 

Takeaways:

  • Meet with your team and discuss your priorities to establish your weekly workload. How many tasks should you have to get done in one week, before adding on more tasks to your workload?
  • A way to project manage your tasks can be to use a “backlog” and separate out the tasks you are working on under a “work in progress” bucket. If your day gets interrupted and one of the tasks that you were working on needs to be put on hold, then choose one task to put in the “hold” bucket, so that you are only ever working on so much at a time.
  • Focus on the goals and objectives that you are trying to reach and establish your priorities. The projects you work on should directly coincide with those priorities.
  • It is not about doing more things, it is about getting the current tasks you have done first, before adding on more tasks.
  • When thinking about what data you should be paying attention to, consider, what is the business question you are trying to answer?
  • Think about using a data dictionary where multiple departments collaborate and can understand each other’s terminology when dealing with data terms. This will help with establishing understanding and priorities across what your reports need to tell you for each department.
  • The original lead source and most recent lead source can be used to help marketing and sales see what they need, to drive more leads and to understand what campaigns are being interacted with to create more opportunities.
  • Career Advice from Nicole Davidson - Take the time to build lateral connections with other departments such as sales and customer experience. Go out to lunch, grab a coffee, and sit down and learn from them to better understand the buyer at all points of their journey.

 

Links:

 

Busted Myths:

  • Marketers can multitask to accomplish all of their projects. - There is no such thing as multitasking when considering productivity level and the ability to execute projects with the level of excellence and attention to detail that each project deserves. You can only do so much at one time.
Curiosity that Sparks Innovative Marketing - Dr. Diane Hamilton - Hard Corps Marketing Show #123

Curiosity that Sparks Innovative Marketing - Dr. Diane Hamilton - Hard Corps Marketing Show #123

January 30, 2020

Do you feel like your marketing team has become stagnant in their ideas? Is there something inhibiting the team from creativity and innovation? Perhaps it is because their curiosity is being stifled.

An expert in emotional intelligence and behavior science, Creator of the Curiosity Code Index, Author, Speaker, and CEO of Tonerra, Dr. Diane Hamilton, explains the factors that keep people from being curious and how curiosity is the very spark that encourages creativity and motivation.

This is a great episode to listen to and consider the curiosity level of your marketing team and what you can do to help foster and encourage that to keep growing. Check it out!

 

Takeaways:

  • Curiosity is what comes before intrinsic motivation and drive. If people are less curious, your team can be kept from growing in their expertise.
  • There are four factors that can inhibit your curiosity. They are fear, assumption, technology, and environment.
  • The fear factor is people being afraid of not wanting to look stupid or stand out from the norm. In a marketing meeting, are people afraid to ask questions because they do not want to look unprepared? 
  • The assumption factor is your inner voice, things that you tell yourself. For example, “Oh, I don’t want to do that because I’m not good enough at it.”
  • The technology factor is when certain things are made too easy for you to find out, so you may not question the reason behind that fact, or you do not know how to leverage certain technology to help you find out more about a particular subject.
  • The environment factor is the external inputs such as your parents, teachers, siblings, friends, and location that you are in that could encourage or discourage curiosity.
  • The Curiosity Code Index tells you the level of each inhibiting factor that you are dealing with, and then helps you to create a plan of where to start dealing with those curiosity stifling factors.
  • Keep your mind open to different ways of doing things. People regret what they don’t do as opposed to what they do, do.
  • What can you do with your marketing team to help foster curiosity? How can you work on these factors to help drive creativity and innovation?
  • Career Advice from Dr. Diane Hamilton - It’s not so scary to try certain things. Don’t wait to try something new, change is exciting. Find people to be your mentors and surround yourself with people that are smarter than you.

 

Links:

 

Busted Myths:

  • Curiosity killed the cat - Curiosity did not kill the cat. Curiosity should not be stifled, but fostered. It is the spark that stimulates creativity and innovation.

 

Shout Outs:

  • 48:05 The Hamiltons
  • 54:13 Mr. Tate

 

The Buyer’s Cyclonic Journey in 8 Stages - Mike Lieberman - Hard Corps Marketing Show #122

The Buyer’s Cyclonic Journey in 8 Stages - Mike Lieberman - Hard Corps Marketing Show #122

January 27, 2020

Often times when marketing and sales refer to the buyer’s journey, they use a funnel model, moving prospects down the funnel. In today’s society as marketing is touching their buyers in various places, is the funnel still the correct model?

An Author, Marketing Leader, and CEO & Chief Revenue Scientist at Square 2, Mike Lieberman, challenges marketing and sales to expand their mindset of the buyer’s journey to create memorable experiences for them at each stage.

 

Takeaways:

  • The traditional sales funnel has become obsolete to represent the buyer's journey because it implies that the journey is a linear process with gravity, to move the buyer to the next stage. The only thing moving the buyer from stage to stage is your influence on them.
  • A cyclone model infers there is no gravity to move the buyer to the next stage. There is just a series of influences that could potentially throw a prospect out of a stage, get them to the next stage, or make them skip a stage.
  • Business to business marketing and sales teams deal with business to people. Businesses are made of people and people are afraid of change and the unknown. As marketers we have to make buyers feel comfortable enough to get out of the norm of the status quo.
  • The eight stages of the buyer's journey are pre-awareness, awareness, education, consideration, evaluation, rationalization, decision making, and then delivery. 
  • We have to know what questions people are asking at each stage of the buyer’s journey, to structure content that answers those questions.
  • Focus on creating amazing experiences for people as they interact with your brand. What can you do to create an inventory of memorable stories for your prospects, your qualified leads, your customers, and then your referrals?
  • Random Acts of Marketing - When marketing tactics are done without strategy. Focus on the strategy first and answer the question, what are you trying to accomplish? Define the goal, and then decide how much of that goal you are trying to reach.
  • If you want to double your revenue, you need to make sure that your marketing is budgeted and scaled at an appropriate level to make this goal possible.

 

Links:

 

Busted Myths:

  • The sales funnel is an accurate depiction of the buyer’s journey. - This is no longer the case. A cyclone is a more accurate depiction because the buyer’s journey is not a linear process anymore. We are touching them at all these different touch points which can have the buyer skip to a more advanced stage, or be set back, depending on their experience.