Louder Online-The Digital Fast Lane

How do we get people to understand more about who we are?  What do our customers and prospects want to know? These are some of the questions that you’ve probably asked to improve your brand strategy. In this episode of The Digital Fast Lane, I heard from Kevin Sellers, CMO at Ping Identity. He outlined the strategies the company used to market globally, manage different buyer personas, overcome the challenges of increasing awareness, and more. Find Kevin on LinkedIn! You can check out this interview — and many more — by subscribing to the Louder Online podcast on Apple Podcasts, on Spotify, or here.

In this episode of The Digital Fast Lane, I talked with Sam Farnham, Associate Director of Marketing at Dimagi. Dimagi is a for-profit social enterprise that offers technology for social impact. He discussed more about the brand, the challenges they face in building a referral network, the marketing strategies deployed for brand building, and more. Find Sam on LinkedIn! You can check out this interview — and many more — by subscribing to the Louder Online podcast on Apple Podcasts, on Spotify, or here.

In this episode of The Digital Fast Lane, I talked with Lee Caswell, VP of Marketing at VMware, a leading software company. He shares the strategies he implemented to scale the B2B, acquire customers, and manage customer relationships, as well as explaining the growth of virtualization and more. Find Lee on LinkedIn and Twitter! You can check out this interview — and many more — by subscribing to the Louder Online podcast on Apple Podcasts, on Spotify, or here.

Something very small can wreak giant havoc on the world.  But during ordinary times, most people never pay attention to the little things. They should. In this episode of The Digital Fast Lane, I talked with Jasmine Martirossian, VP of Marketing at TÜV SÜD Americas Inc, a leader in testing inspection and certification. She outlined the most effective digital marketing strategies, which sweat the small stuff, her company is undertaking  — and yours can, too — in a multi-lingual, highly differentiated world.  Find Jasmine on LinkedIn. You can check out this interview — and many more — by subscribing to the Louder Online podcast on Apple Podcasts, on Spotify, or here.

SAP’s digital channel is exploding. In this episode of The Digital Fast Lane, I heard from VP of Marketing, Digital Channel at SAP, Amanda Mountain. She shared with me the very specific steps SAP are taking (and what you can do, too) to stay agile while fostering astounding growth.  We talked about: Who are SAP and why they do more than you think How different portfolios affect acquisition and growth Staying agile in an ever-changing digital market Find Amanda on Twitter or LinkedIn! You can check out this interview — and many more — by subscribing to the Louder Online podcast on Apple Podcasts, on Spotify, or here.

Selling and marketing your services/products can feel overwhelmingly competitive. With large companies offering similar services, pouring money into their social marketing, and growing faster every day - is it worth staying in the game? With these simple tips, we believe you can set yourself apart and win the game. In this episode of The Digital Fast Lane, I speak with the Director of Marketing at Teamwork.com, Ray Coppinger. We mull over: Competing with large companies that offer the same services you do The importance of creating a successful plan for your marketing investment Driving growth via referral programs How taking a gamble can be exactly the type of catalyst you need for success The importance of a great strategy when using paid social marketing You can check out this interview — and many more — by subscribing to the Louder Online podcast on Apple Podcasts, on Spotify, or here.

How do you go about marketing to someone who spends a large majority of their day away from their computer? You want to help. But it seems nearly impossible to get their attention. In this episode of The Digital Fast Lane, I speak with the CMO of Ease, Inc. (formerly known as Beacon Quality), Gavin Drake. We mull over: Problems many manufacturers are facing in their processes How to implement ABM during a rebrand Using ABM to target specific manufacturers How to effectively market to a blue-collar workforce You can check out this interview — and many more — by subscribing to the Louder Online podcast on Apple Podcasts, on Spotify, or here.

If you’ve ever had an encounter with the U.S. healthcare system — which most of us have — you’re familiar with the cumbersome processes that accompany it. The majority of frustrations with our healthcare system can be drawn back to breakdowns in communication. Fortunately, there’s a company working to mend the wounds in healthcare system communication. It’s called Bridge Connector and I had the chance to speak with the CMO, Brennan Mason. In the latest episode of The Digital Fast Lane, Brennan fills us in on how Bridge Connector is delivering integration as a service. We discuss: Navigating the political challenges associated with patient data. Going from 0 to 350 customers in 19 months. Educating the marketplace about a revolutionary integration solution. Better understanding the ideal customer. You can check out this interview — and many more — by subscribing to the Louder Online podcast on Apple Podcasts, on Spotify, or here.

Consumers are evolving. We’re becoming very wary of submitting our email addresses in return for *hopefully* informative content. Consequently, it’s rather challenging for marketers to continue helping buyers through the decision-making process. In this episode of The Digital Fast Lane, I talk with Lindsay Kelley - VP of Digital & Content Marketing at Telit - about her experience in mixing inbound and ABM tactics. Plus, we discuss: The secret sauce to making marketing work for an IoT solutions provider. Creating seamless and intriguing journeys for buyers. The value of intent data. Finding the right marketing agency partner. Check out Path Interactive here. You can check out this interview — and many more — by subscribing to the Louder Online podcast on Apple Podcasts, on Spotify, or here.

In the digital marketing space, we’re always thinking about branding and how it affects user experience.  Unfortunately, when you’re a B2B marketer, your own brand is oftentimes something you leave until last. In the latest episode of Louder Online - The Digital Fast Lane, I speak with the VP of Sales & Marketing at Pragmatic Institute, Rebecca Kalogeris. She shares when and how Pragmatic Institute renamed and repositioned itself in the product management space. Plus, she talks about: Developing strong thought leadership in the product management space How to find the right partner agency The value in the piloting process Resources mentioned in this episode: The Pragmatic magazine Follow Rebecca on Twitter @rkalogeris You can check out this interview — and many more — by subscribing to the Louder Online podcast on Apple Podcasts, on Spotify, or here.

The Name: Workspan, an ecosystem cloud. The Game: Helping companies connect and build solutions together. A virtual handshake. Now, they just had to create the playing board. Easy enough, right? On the latest episode of The Digital Fast Lane podcast, I had the pleasure of discussing category creation with a man who knows it well: Chip Rodgers, VP of Marketing at Workspan. In addition to category creation, we discuss: Establishing a revenue model for a new category niche ABM strategies for a new market niche The best ways to serve an underserved market Learning from failures in category creation To connect with Chip, follow him on LinkedIn or email him at chip@workspan.com. Listen to Workspan’s podcast Ecosystem Aces here. You can check out this interview — and many more — by subscribing to the Louder Online podcast on Apple Podcasts, on Spotify, or here.

In an industry where paid social ads can go for upwards of $40 per click, it’s necessary to have solid sources of organic traffic. Using a multi-touch attribution approach helps you find the most efficient source of organic traffic to invest in. This is exactly what James Winter (VP of Marketing) and his team at Brandfolder are doing. In this episode of The Digital Fast Lane, James and I discuss: Leveraging the virality of a brand Educating customers on re-branding Using the available data from Facebook and Instagram to expand upon the user experience Resources mentioned in this episode: Bizible - B2B marketing attribution & planning software G2 - business software & services reviews Brandfolder’s branding guide Contentful - CMS You can check out this interview — and many more — by subscribing to the Louder Online podcast on Apple Podcasts, on Spotify, or here.

Blockchain. AI. Fintech.    Sure, these are buzzwords. And if your company offers a product relying on one of these technologies, these words probably matter a lot to you.   But when it comes to marketing to your customers, how do these buzzwords fit in?   I sat down with Navid Jafari on the Louder Online podcast to talk about this and other challenges of marketing in fintech.    What we talked about: The marketing problems of financial institutions face How blockchain is affecting Tier-1 financial institutions Customers don’t care about nitty gritty technical details of blockchain. You can check out this interview — and many more — by subscribing to the Louder Online podcast on Apple Podcasts, on Spotify, or here.

Verizon challenged Visible to innovate within an industry where they’re already leading and continue to do new things--but in a brand and in a company that it could fully own and operate outside of Verizon itself.   Which led to the first all-digital phone service provider in the U.S. and its scrappy, startup-like branding strategy.   On this episode, I got to speak with Beth Veen, Head of Brand Strategy for Visible.    What we talked about: The need for a sub-brand Identifying the target audience Why they didn’t advertise for 4 months 404 Store Not Found Building deep relationships with partners

How do you sell partnership technology when there’s no such category as partnership technology?   You have to create the category and the brand at the same time.   On this episode of Louder Online, I sat down with Mike Head, the GM of Impact.   What we talked about: The 4 stages of partnership lifecycle management A mature partnership program can drive 28% of revenue How to make category creation and branding happen at the same time

It seems like subscription-based models are everywhere today.   Netflix. Spotify. Adobe. Amazon Prime. Blue Apron.   You can have literally anything dropped on your doorstep each month in exchange for regular payments. Why are we seeing this subscription economy overrun traditional buying habits? That’s what we discussed with the Australian Institute of Management CEO, Ben Foote. In this episode, we also touch on the rate of change within the economy, online learning programs, and more.

People love to travel.    Whether it’s for work, family, or a combination of the two, traveling can bring people together. But what a lot of people don’t think about is what happens when a trip doesn’t go as planned.    Whether a  disaster hits, a family member gets sick, or there’s a political emergency, having a solid travel insurance plan in place can help alleviate your stress.    But if you’re in the travel insurance industry, how do you get people excited about what you have to offer? How do you make your site stand out tall and clear above the others?  Esha Thaper, Communications & Content Marketing Lead at 1Cover was a guest on The Digital Fast Lane podcast recently and had a lot to say about how her organization has set themselves apart.

To move the needle as a marketer, you have to have a well-defined plan for how to design campaigns that garner the traffic you want and then don't waste it once you have obtained the desired results.   In this first episode, host Aaron Agius from Louder Online shares what listeners can expect from future episodes.