December 6, 2018
Every killer marketing campaign should start off with a well structured and strategic plan from its inception. That’s why we’re talking about marketing planning and strategy with Founder and CEO of Revenue Pulse and the Founder of Knak.com, Pierce Ujjainwalla.
Pierce breaks marketing planning down into some simple best practices that address certain topics such as using a data warehouse versus a data lake, the importance of syncing your automation platform with your CRM and why putting together a well thought out plan can get you results that matter and the ROI you’re looking for.
- It’s easier now than ever before to track online and offline marketing efforts. Use the many tools available to you to gather some great data.
- The most critical step is to get your marketing automation platform in place. The sooner you get it up and running, the sooner you’ll be able to start reporting on results.
- Set up the foundation of what you are trying to gather first and then map out all the tactics you’ll use to gather that information.
- Once you have the tactics, break them down into their various steps. Then it’s important to identify what success looks like for each tactic you are using.
- It’s very important to have a full 1-to-1 sync between your marketing automation platform and your CRM. If you don’t sync them you can get silos that duplicate data.
- When implementing any new strategy, make sure that the company leadership is on board with the changes. If not, it will not be as effective as you hope and may just wind up being a waste of money and time.
- Focus on your Lead Object. If you’re not looking at your lead object in an attribution model you can miss out on about 70% of your total attribution.
November 29, 2018
Turn your tech woes into tech wows by utilizing some of these amazing tips on marketing technology from a model hacker, marketing wizard, and Founder of Mix Bowl Media, Shawn McCarthy.
In this episode you’ll learn about how to be strategic when using some of the common marketing technologies available today, how to harness the power of those technologies to run killer campaigns and why it’s extremely important to stay on top of the ever-changing technological landscape.
- Don’t use Facebook ads to just drive people to your home page. That is not a good way to gather leads. You want their action to lead them to their next obvious action.
- Stay on top of the new ad products that come out. If you’re at the forefront, you’ll get the cheaper ad costs. Costs can go up as these products mature, so getting at them early can get you a better price.
- You can use the same message 3 ways. Try using it in a landing page, lead ads, and messenger marketing campaign. Make sure to run tests on them to gather data.
- When doing pay-per-click ads, choose ads that are relevant to what you are offering. Match intent with your offer and match the keywords.
- Keep in mind that “free” doesn’t mean potential clients will never pay, it just means they don’t want to pay yet. They may end up paying for your product in the future.
- Use news articles or current events to help “frame” your message and create context for the conversation you’ll have with your prospect. It keeps your message relevant.
- “All advertising should be a conversation.” You should try to use it like you’re helping out a good friend.
November 23, 2018
Artificial Intelligence is on the rise in the marketing world and who better to talk about AI and marketing technology than the Founder and CMO of The Marketing Advisory Network, and author of Unleash Possible, Samantha Stone.
In this episode you will learn all about artificial intelligence and how you should be using it to rock your marketing automation to get the most out of all your buyer interactions.
- The main purpose of using AI is to get the most out of each and every interaction you have with your customer.
- Human interaction is great but sometimes certain interactions are better using technology. Focus human time when humans work best and use technology for the rest.
- AI - is not SkyNet. It’s nothing to be intimidated by and is well within the reach and use of small businesses and startups.
- Technology allows us to focus on what may be best suited for that person independent of any one attribute.
- Even the best AI needs good data from the beginning. As powerful as it is, it can only perform as well as the data it’s given.
- Avoid the confirmation bias where you show your buyer only what you know they will like because the data reports that they like it. It can lead to many missed opportunities.
- You may want to dive right into using AI but you still need a well-planned marketing strategy first. Evaluate your current strategy and establish what you want to achieve.
- Get third party insight into what people are doing, searching and consuming outside your own property. Use a review site like TrustRadius to learn more about your buyer.
November 15, 2018
Now’s the time to build a spot-on marketing plan through the use of these professional tips from the Bullseye Marketing Guy, President of Revenue + Associates, and author of Bullseye Marketing, Louis Gudema.
In this episode we discuss the ever-changing marketing atmosphere and ways you can keep on top of those changes to craft marketing messages that cut through the noise and provide the right needs for your customer at the right time.
- 1 in 20 pieces of new content makes it to page one on the Internet in the 1st year. Your website content no longer produces as much traffic as it used to in the past.
- Content won’t be magically discovered anymore. You usually have to pay for it today.
- Keep evolving in Marketing. Try new things and approaches to your marketing to keep it fresh and competitive.
- Your customer is the center of the bullseye. Listen and talk to them to create a superior customer experience.
- Phase 1: Take full advantage of existing marketing assets. Become aware with the assets you have. This is a good place to start
- Email marketing is 40% more successful than social media for customer acquisition and costs almost nothing. Work on developing a good email plan.
- Phase 2: Get in front of customers who want to buy now. Use intent data to find them.
- Phase 3: Long-term brand-building and awareness programs. Create content, webinars, social media, display ads.
- Balance your data and technology. You have to be in the digital space as well as the traditional.
November 8, 2018
Get the most out of your buyer interviews and crush your competition with these hard and fast interview tactics from speaker and President of EastSight Consulting, Parmelee Eastman.
You will learn how to use win/loss strategies and buyer interviews to drill down deep into your buyer’s behavior to better solve their problems and ultimately gain their long-term loyalty.
- Interview both the buyers you won over and the prospects that didn’t choose your solution to help you better understand what people value.
- Surprisingly, price is not usually the deciding factor in why people choose to buy your product or service.
- Win/loss programs generally return about a 30% return on investment.
- Technology is always changing and ongoing. Understand how it’s changing and what you plan to do to keep up with it.
- This is the very powerful message you should be sending to your customers, “We want to understand you better so we can serve you better.”
- Create “battlecards” by taking what competitors are saying to your customer and creating responses to those comments.
November 1, 2018
It’s time to launch your business into the spotlight and get noticed using these expert PR tips from TV anchor, journalist, entrepreneur and Owner of Media Maven, Christina Nicholson.
This episode covers the importance of crafting thoughtful, compelling messages and offers insight into utilizing media resources for strategic brand exposure. Learn what you need to develop a killer PR strategy, how to properly pitch your brand’s story and why every business, regardless of size, can benefit from media publicity.
- If you are an expert in your industry share that expertise to what’s being discussed in the public sector.
- When pitching your business or product aim for the 3 E’s; be educational, entertaining, and emotional.
- People remember stories. Your expertise is great, but when you put it into play with your story it means so much more.
- Be clear on who you’re targeting so the way you spend your time is useful and you’re actually earning the publicity to profit.
- Get comfortable with being uncomfortable. That’s the only way to grow your business.
- People can’t do business with you if they don’t know about you. Get known.
- Make sure your digital footprint looks okay. When people google you what are they going to find? When they search can they find you?
- Get on Twitter. Many members of the media are on Twitter. Read articles, comment and follow. Building relationships helps.
October 26, 2018
Add a human touch to your marketing strategy and focus on personalizing an unforgettable buyer journey with Founder and CEO of VisumCX, and author of Driving Demand, Carlos Hidalgo.
This episode is all about getting to know your buyer and the world they are a part of. You’ll learn how to keep your buyer at the forefront of your marketing strategy and how to provide a plan designed to fit their specific needs first.
- Define your personalization strategy first, then select the technology that best enables your plan to succeed.
- Surround your buyer with a seamless core message across your multi-channel platform (social strategy, web, digital strategy, etc.).
- Remember, at the end of the day you still sell to people. Because your buyer is human, make an effort to understand how they think and feel.
- It’s important to be able to talk about your customer’s world and what your industry is doing without mentioning product, service or company name.
- Avoid the defined selling process. Your process should be focused on your buyer’s needs rather than what you want to sell.
- Realize and expect some failures to occur. Make them useful by learning from them.
- Your entire goal should be to enable, equip, and empower your buyer.
October 18, 2018
Now is your chance to explore the marvels of marketing funnels with Business Coach and Marketing Funnel Strategist, Michelle Evans.
In this episode we delve deep down into the inner workings of funnels and discuss how to successfully use them to gather new prospects, guide those prospects along a journey and eventually close that final deal.
- Funnels are like Legos. Start with something simple and build as you go.
- Don’t fall so in love with your tech that you lose sight of the humans that are actually purchasing your item.
- If you don’t understand the conversation in your buyer’s head you’re not going to be able to engage them in the right place. Start with what their pain point is.
- Some of your best insights can come from surveys. Use them.
- A funnel is a way for you to engage your audience in the conversation you want to have with them. It helps you build their trust, show them why they need your company, what their pain is and why now is their time to act.
- There are different stages of funnels:
- Phase 1: the warm-up
- Phase 2: invite them in
- Phase 3: set the stage
- Phase 4: offer a clear next step
- People care most about whether you are going to solve their problem, if your product is a good investment and if they will look like a hero or zero for buying from you.
- Use the PASOP acronym (Pain, Aggravate, Solve, Pain) to help bring prospects through the marketing funnel.
October 11, 2018
Don’t miss this educational episode about data integration, analytics and activation with Tom Quinn, Principal and Founder of Refined Path.
In this episode we discuss integrating and activating data to customize your buyer’s journey through the use of customer data platforms (CDPs) to pack a more powerful personalization punch.
- The better you are able to integrate data and the better your teams work together, the better and more customer-centric the experience will be.
- At the end of the day, your customers want a great experience. Make it your best effort to give it to them.
- Be mindful of what type of customer your buyer is, where they are in their buyer journey, and how you will engage them in the most meaningful way.
- Integrating data is challenging. Make sure you have the right system in place. Consider using a data management platform (DMP) and/or customer data platform (CDP).
- Immerse yourself into the data to learn about your customer. Then find ways to integrate and activate that data.
October 4, 2018
You’ll start to feel like a marketing wizard when you use these data personalization power tips from Certified Pardot Consultant, and Director of Professional Services at Cheshire Impact, Grayson Daniels.
In this episode we talk about the power that accurate data brings to your personalization strategy and what you can do to clean up messy data you might already have. No spells necessary, just a little hardcore magic for your marketing.
- Email delivery is very important. Dirty lists can cause delivery problems, give you a bad email reputation and impact the success of your campaign.
- Work for progress not perfection. What’s most important is that you take steps to constantly improve over time.
- Don’t try to go leaps and bounds with data. Keep it simple and you’ll miss less.
- You need accurate data. If your data isn’t accurate, your reports won’t be and consequently, neither will your future plans.
- When cleaning up your data, start with the email addresses. It’s the easiest to do and there are email tools you can use to cleanse that list.
- Go for the small wins like cleaning up the fields, especially the country/state fields. It’s tedious but helpful and will make a difference.
- When gathering data, use the least amount of text fields possible. Human error can lead to typos and spelling errors which can contaminate your data.
- Use picklists or dropdowns to limit the amount of choices and make it easier for people to give you their information.