February 15, 2021
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.
- 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.
- 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.
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February 11, 2021
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.
- 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.
- 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.
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February 8, 2021
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.
- 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!
- 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.
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February 4, 2021
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.
- 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!
- 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:
February 1, 2021
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.
- 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.
- 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:
January 28, 2021
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.
- 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.
- 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:
January 25, 2021
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.
- “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!
- 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:
January 15, 2021
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.
- 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!
- Personal Website:
- 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:
December 18, 2020
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
- The SEO Puzzle Master - Stoney deGeyter - Hard Corps Marketing Show #120
- No Nonsense Marketing Fundamentals - Laura Luckman Kelber - Hard Corps Marketing Show #121
- Marketing Automation - Casey Cheshire - Hard Corps Marketing Show #129
- What it Really Takes to Align Sales & Marketing - Logan Childs - Hard Corps Marketing Show #137
- The Best of ABM - Christina Anderson - Hard Corps Marketing Show #164
- The Power of Influencer Marketing - Neal Schaffer - Hard Corps Marketing Show #167
- The GDPR & CCPA Marketing Experience - Jodi Daniels - Hard Corps Marketing Show #154
- Quantifying Marketing for Megadeals- Christopher Engman - Hard Corps Marketing Show #157
- Distributing Content as Breaking News - Chris Walker - Hard Corps Marketing Show #163
- Start Ugly - Chris Krimitsos -Hard Corps Marketing Show #180
- The Content Miner - Kristen Sweeney - Hard Corps Marketing Show #183
- The Marketing Metrics that Matter - Alon Wacks - Hard Corps Marketing Show #184
- Outcome Obsessed Marketing - Holly Tsourides - #192
- The Economic Fortune Teller - Steph Smith - Hard Corps Marketing Show #185
- 5 Minute Selling - Alex Goldfayn - Hard Corps Marketing Show #194
- Decrypting Marketing Data - Yogesh Mehra - Hard Corps Marketing Show #196
- The Agile Marketing Transformation - Femi Olajiga - Hard Corps Marketing Show #199
- Personalization Beyond the 9-5 - Greg Segall - Hard Corps Marketing Show #212
- The SLA that Aligns Sales & Marketing - Darryl Praill - Hard Corps Marketing #215
- Marketing Operations Master - Crissy Vetere Sanders - Hard Corps Marketing Show #223
- How to Fit a Giraffe In the Refrigerator - Tammy Begley - Hard Corps Marketing Show #227
- The Secrets of SEO - Geoff Atkinson - Hard Corps Marketing Show #228
- The Beyonce of Marketing - Junae Brown - Hard Corps Marketing Show #232
- Building an Authority Marketing Colosseum - Adam Witty - Hard Corps Marketing Show #130
- Curiosity that Sparks Innovative Marketing - Diane Hamilton - Hard Corps Marketing Show #123
- 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:
December 10, 2020
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.
- 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!
- 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: