The Hard Corps Marketing Show
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:

The SLA that Aligns Sales & Marketing - Darryl Praill - Hard Corps Marketing Show #215

The SLA that Aligns Sales & Marketing - Darryl Praill - Hard Corps Marketing Show #215

October 5, 2020

There is a constant battle for control between the sales and marketing departments. How do we combat these disproportionate power distributions and hold each other accountable?

A Marketing Leader, 2020 Top 10 SaaS Branding Expert, Top 19 B2B Marketer To Follow, Sales World Top 50 Keynote Speaker, CRO at VanillaSoft, Darryl Praill, shares how marketing can level the power scales with their sales counterpart and bring alignment between the two. 

 

Takeaways:

  • Create a service-level agreement between sales and marketing on marketing qualified leads. This helps define sales’ expectation of a lead to reduce disagreement later on.
  • Service Level Agreements help to keep both marketing and sales accountable to their agreed upon responsibilities in the lead to revenue process.
  • Lead definitions evolve because you are learning more as you sell more, especially in new markets. It is ok to update your service level agreements that define what a qualified lead is for your organization, in order to enforce accountability.
  • When looking at new technology, look at it from two points of view: user adoption and what your long term integrated options are.
  • Career advice: Look at how the rest of the organization works, how you influence them, and how they influence you.

 

Links:

 

Ways to Tune In:

Demand Gen Reimagined - Sandra Rand - Hard Corps Marketing Show #214

Demand Gen Reimagined - Sandra Rand - Hard Corps Marketing Show #214

October 2, 2020

It is time to switch up your demand generation marketing! From webinars to gated content, there are unseized opportunities to personally connect with customers.

A Marketing Leader, Performance-focused Digital Marketing Professional, Director of Marketing Communications at Thrasio, Sandra Rand, discusses how to drive volume through demand generation and digital marketing.

 

Takeaways:

  • Get out of your comfort zone! Look at the bottom of the funnel for if your customers are converting at a place you want them to or if they are high quality leads.
  • To connect with people there needs to be community around your content. Stop hiding behind forms! Create some serious value that is not a trade off for a lead number.
  • Do not be afraid of opening up Q&As on webinars. Most people come with one main challenge they need guidance on. Make it a multichannel experience.
  • When creating more content don’t follow what everyone else is doing. Make it more raw and conversational in order to drive engagement and community.
  • Career advice: Trust your gut.

 

Links:

 

Busted Myths:

  • The Demand Gen playbook is tired! It is time to get creative and rethink how you engage with your buyers.

 

Ways to Tune In:

The Fractional CMO Career Ascension - Casey Stanton - Hard Corps Marketing Show #213

The Fractional CMO Career Ascension - Casey Stanton - Hard Corps Marketing Show #213

October 1, 2020

A Marketing Leader, Marketing Coach and Consultant, Fractional CMO, Speaker, Podcast Host of Your Perfect Marketing Strategy, Founder of CMOx, Casey Stanton, delves into an alternative ascent for a marketing career.

 

Takeaways:

  • A Fractional CMO has the benefit of long-term contracts like a CMO. This allows for more stability in the business, stability in income, and work with the best clients.
  • Fractional CMOs are a happy medium between marketing consulting and CMO. It gives you authority without the unnecessary noise in an organization.
  • Becoming a Fractional CMO before a CMO will allow you to have more experience in strategy. This will make you more appealing for the promotion.
  • Have more legs that support you. Instead of having a few high priced clients acquire multiple clients. This allows for more stability and a cushion if a client leaves.
  • Career advice: Focus on the slow to change aspects in your life and you will have less anxiety about the future.

 

Links:

 

Busted Myths:

  • You should not have to wait 17 years to ascend in your career as a marketer to become a CMO of an organization. The wait is unnecessary as the role of the CMO is the shortest lived executive role.
  • Marketing consulting is not a stable income stream. It is tough to always have recurring revenue.

 

Ways to Tune In:

Personalization Beyond the 9-5 - Greg Segall - Hard Corps Marketing Show #212

Personalization Beyond the 9-5 - Greg Segall - Hard Corps Marketing Show #212

September 30, 2020

Personalization is all the rage in the marketing world right now. The movement towards humanizing the market creates real connections with our customers. However, are we really creating personalized experiences or is it all smoke and mirrors?

A Business Leader, Entrepreneur, CEO and Founder of Alyce, Greg Segall, confronts marketers’ definitions of personalization.

 

Takeaways:

  • Step away from touches and impressions. Focus on having interactions by being very relevant and build up to having moments with your customers.
  • Training and discovering the 9-5 can be done the same way a sales team creates a discovery questionnaire. Move past small talk and have a genuine bond with the customer. Get to know their 5-9.
  • Customized swag is a great way to take information from 1:1 conversations with customers and connect on a personalized level.
  • The movement from driving attention to driving action is upon us! When you invest in someone there needs to be a rapport built to grow real connections with customers.
  • Look at your customer journey and pinpoint areas where human interaction is needed.

 

Links:

 

Busted Myths:

  • Automation and personalization has been misconstrued. It is more harmful than good if it is clear that you are a part of a sequence. True personalization is on a 1:1 level.

 

Ways to Tune In:

The D1 Marketing Discipline - Daniel Murray - Hard Corps Marketing Show #211

The D1 Marketing Discipline - Daniel Murray - Hard Corps Marketing Show #211

September 28, 2020

A Marketing Thought Leader, LinkedIn Marketing Influencer, 4x Salesforce Certified, Sr Manager of Marketing Operations at ServiceTitan, Daniel Murray, discusses ways to up the standard of demos, LinkedIn profiles, and KPIs.

 

Takeaways:

  • The buyers of today that come to your website and fill out a request form have done their research and are ready to buy. Gated content could be a barrier for that experience.
  • Create a demo that is personalized to the company requesting it. Show them how the features will affect their metrics. This is a great way to enhance their customer experience.
  • To grow a following on LinkedIn, have consistency, actively listen to your audience, and engage with your connections.
  • Repurposing content is a great way to promote your content in a unique way all across different platforms.
  • Career advice: Never stop learning about marketing!

 

Links:

 

Busted Myths:

  • Stop having MQLs as a KPI and start measuring on revenue and qualified pipeline. Qualified pipeline shows buyers that sales has defined someone they can sell to. 

 

Ways to Tune In:

The Social Media Pioneer - Jeremy Muratore - Hard Corps Marketing Show #210

The Social Media Pioneer - Jeremy Muratore - Hard Corps Marketing Show #210

September 25, 2020

In a hyper technological world, social media has become necessary for marketing strategies. Is there one best way to market on social platforms? How do we express the brand’s voice without sounding sales-like?

A Social Media Leader, Award Winning Digital Program Strategist, Social Media Agency of the Year, Construktion’ist at Social Construktion, Jeremy Muratore, shares his knowledge on social media strategies.

 

Takeaways:

  • Where do you draw the line between self promotion, product placements and endorsements on social media? There is no one right path for all companies. Experiment and see where it takes you.
  • While writing social media for a brand be cognisant that you are speaking from the brands perspective rather than your version of the brand’s voice.
  • Reverse engineer success by looking at what you did the previous year and where you want to be in the next year. Then think of how you can achieve that goal from there.
  • Come up with a social media formula that delivers value to your audience while getting equal or greater value back. This is the best of both worlds for you and your customers.
  • Constantly look for ways to do something differently. If you walk in the exact same path that someone else is walking in then you’ll be getting someone else’s results.

 

Links:

 

Busted Myths:

  • Social media is not free. People assume it is because you do not have to pay to release your content on social media. However, the time it takes to create that content is where the money is spent.
  • Social media strategies are not a one size fits all. Unless you are in that organization, you won't have enough information to put together the best strategy to have the best results.  

 

Ways to Tune In:

The Gated Content Debate - Angela Earl - Hard Corps Marketing Show #209

The Gated Content Debate - Angela Earl - Hard Corps Marketing Show #209

September 24, 2020

Gated content is one of the most used ways to gather information about our audience. With the rise of other technologies to gather this information, is it still necessary to have this barrier?

A Marketing Leader, Speaker, Host of the MarTalk Podcast, Top 30 Marketing Tech Experts to Watch, Founder of The High Bar Media, VP of Global Marketing at RFPIO, Angela Earl, debates whether or not content should be gated, with the Author of Marketing Automation Unleashed!

 

Takeaways:

  • When tracking consumed ungated content, continue to convince the consumers to buy your product by nurturing and educating them on the platform they engaged with.
  • “If you are going to put a barrier between our content and our audience, ask them something I can’t get a hold of. And then let’s use that data to be hyper-relevant or hyper-personalized.” - Angela Earl
  • Content is meant to be engaged with and consumed. Allow your audience to continue their journey in a way that makes sense whether they are ready to buy or not. 
  • Take a look at who has bought from you and what you know about them while starting an Ideal Customer Profile. Learn what you can and then start testing to refine.
  • “The best software feels more like a partnership than a purchase.” - Angela Earl
  • Career advice: Pay more attention to the people in the journey than the journey itself.

 

Links:

 

Busted Myths:

  • Content does not have to be gated. In today’s business, we have data points, digital footprints, and technology that lets us know when consumers are ready to buy.

 

Ways to Tune In:

Dethroning Content Creation - Amber Khan - Hard Corps Marketing Show #208

Dethroning Content Creation - Amber Khan - Hard Corps Marketing Show #208

September 23, 2020

For years we have been hearing that content is king. However, what is the value of that content if it is not promoted for our audience to see and consume?

A Marketing Leader, Keynote Speaker, Author of Best Selling Book Guilt-Free Motherhood, Entrepreneur, Founder and CEO of GroBizNiz, Founder and CEO of Repurpose Den, Amber Khan, delves into the power of repurposing content.

 

Takeaways:

  • Most marketing companies spend the majority of their budgets on content creation, leaving a smaller amount for promotion. If you flip that around, then people can find your content!
  • Content repurposing takes a long piece of content and creates experiential content out of it in the form of short videos, blog posts, quotes, etc. There are over 40 organic ways to repurpose!
  • Creating a brand experience using repurposed content at each stage of the buyer’s cycle can be the difference between a casual viewer and a subscriber.
  • A book is a great way to round up highlights from all of your content in one place, along with building authority and brand.
  • Career advice: Do not rush into things and do not let assumptions hinder your experiences.

 

Links:

 

Busted Myths:

  • Content promotion or creating a content experience is king. Creating good content is not enough nowadays. Make the most out of it by promoting it so that people can find your content.

 

Ways to Tune In:

Building Your Marketing Team - Lori Trzcinski - Hard Corps Marketing Show #207

Building Your Marketing Team - Lori Trzcinski - Hard Corps Marketing Show #207

September 21, 2020

A Marketing Leader, Marketing Automation and CRM Implementation Consultant, 4x Salesforce Certified, 2020 Salesforce Marketing Champion, Manager at Eigen X, Lori Trzcinski, chats about how to build a strong marketing team and better communication across the company.

 

Takeaways:

  • Diversify your skills and create a team that has a wide range of thinking. This will help get a well-rounded team with different viewpoints.
  • Communication across the company needs to be tailored to each department. Bring them up-to-date, take away the jargon, and speak in their language.
  • #1 Tip for maximizing marketing automation: Have great, passionate people. It takes a special type of person to love marketing automation and take it to the next level.
  • Career advice: Eventually you will grow into yourself. It is ok to not know what you want to do right out of the get-go. 

 

Links:

 

Busted Myths:

  • A marketing team is able to handle all different facets of marketing, but that does not mean every person has every skill and talent. How do you structure your marketing team to handle every side of marketing and also have great communication internally?

 

Ways to Tune In:

Play this podcast on Podbean App