The Marketing Water Cooler Podcast

What do HR and marketing departments have in common? Not enough, say the guests on this episode of The Marketing Water Cooler Podcast. Your host Jeremy Francese sits down with Julie Livingston of WantLeverage, a PR firm specializing in brand storytelling, and Erin Mohideen, the People and Culture Lead at the “unconsulting” firm Inspirant Group, to discuss what happens when you create an effective link between HR and marketing and why that might help you to push through the Great Resignation.Erin begins by talking about her work with Inspirant Group and how they're leading the change by ditching annual reviews, keeping C-suite executives accessible to all employees, and personalizing communication methods. She then dives into what's happening to the company culture as Inspirant Group expands and the difficult balance of managing growth while still maintaining a tight bond with each employee. Julie explains the benefits of broadcasting your company culture and shares her top tips on driving engagement through sharing your brand values on LinkedIn.This episode is full of actionable insights and strategies that you can implement today to help your business culture to evolve and to support your company's growth. Please share your takeaways on your social media channels and don't forget to subscribe to The Marketing Water Cooler Podcast to catch upcoming episodes.Timestamps[0:29] Jeremy introduces special guests Julie and Erin[1:27] Grab those actionable insights from this conversation![3:07] Julie's take on the state of PR and marketing today[4:26] Why should you link up your HR and marketing departments?[6:15] Erin talks about her background in recruitment and her move to Inspirant Group[7:55] What recruiting looks like at Strategic Branding Studios[9:45] The questions that Erin asks candidates during an interview[12:00] Shifting the focus away from revenue and towards brand promotion[17:07] A happy workforce is your most valuable business asset, and it's now easier than ever for an employee to tell if the job doesn't make them happy[20:05] The incredible challenge of scaling growth while maintaining culture at Inspirant Group, and why you should get rid of your annual performance review[23:58] Why you need to keep your C-suite executives accessible to all employees and how that impacts the brand's PR[26:52] Offer your employees a test drive of your company culture[28:07] You need to give your employees a roadmap[30:25] LinkedIn, still the most underutilized platform to broadcast your company culture[32:00] Fostering non-verbal communication in a digital world[39:28] What's the first step in building up your brand awareness?[42:43] Brand values as a screening tool in recruitment[44:25] Advice from Julie about creating your brand's presence on LinkedIn[46:30] Erin's thoughts on getting through the Great Resignation[47:30] Closing words from Julie on the benefits of connecting marketing and HRLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTubeJulie Livingston on LinkedInWantLeverage websiteErin Mohideen on LinkedInInspirant Group website

On this episode of The Marketing Water Cooler Podcast, Jeremy interviews Paul Turner, the co-founder of DeepSync Labs. DeepSync is an advertising and marketing services company that helps businesses to find relevant audiences for their social media campaigns through finetuned data analysis.Jeremy and Paul discuss how the changing communication landscape has impacted the sales and marketing game, and Paul underlines how quality data illuminates the state of the marketplace and where marketing dollars can have the greatest impact. Paul also breaks down what third-party cookies and third-party data are and what the future of data collection might look like, all of which are topics that are often misunderstood by executive-level decision-makers.Paul then lifts the lid off DeepSync to explain why he started the company and the logic behind it all, from the easy user interface to DeepSync's focus on the trustworthiness of the data collected and sold through their software. He also highlights why Facebook's standard settings for advertising campaigns are great for some companies but miss the mark in many cases, especially in the B2B market.Don't forget to subscribe to The Marketing Water Cooler Podcast to hear more interesting interviews and updates from Jeremy and his guests, and you can also help others to find the show by leaving a rating and a review.Timestamps[0:48] Jeremy introduces special guest Paul Turner[1:31] How Jeremy met Paul[4:04] Paul's marketing background and how that led to him founding DeepSync Labs[7:10] How working for Google and Yahoo shaped Paul's view of marketing and advertising[9:02] The struggle of building intuitive advertising software[12:51] What the shifting communications landscape means for collecting relevant marketing data[15:45] Data collection and customer privacy in an ever-evolving landscape[17:34] Growing a business costs money, which means increasing prices[20:00] Starting an advertising campaign with zero information about your target audience[21:07] You have to keep active in new channels and you have to keep testing[22:55] What “enough data” looks like when you're making marketing decisions[27:58] Do C-suite members really understand data and data usage?[30:25] A marketing campaign is a recipe[32:41] A lesson on third-party cookies and third-party data from Paul[36:16] Learning by doing: Starting out a low-cost advertising campaign to learn from the results[39:27] The decision that Facebook made that prompted Paul to launch DeepSync[42:20] Paul's take on trustworthiness in data collection[45:04] Facebook's advertising campaign recommendations aren't suitable for many companies[47:26] What B2B can learn from B2C marketing[50:10] The buying process has changed, so you need to rethink how you spend your marketing budget[52:16] Where to go to find out more about DeepSync Labs and the new developments coming up on DeepSync in the summer 2022LinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTubePaul Turner on LinkedInDeepSync Labs

On this episode of The Marketing Water Cooler Podcast, your host Jeremy Francese interviews special guest Prabhjot Singh, the CEO and cofounder of Pyze. Prabhjot has an impressive CV as a Boston University graduate with over 20 years of experience in enterprise software, starting at City Group and then switching over into the world of start-ups, nonprofits, and social enterprises. He spotted a gap in the market for software that would help companies to achieve operational excellence, using cross-platform analytics and low-code solutions, so he took the plunge and launched Pyze in 2013. Today, Pyze is leading the field in powering application success, and they have the stats to prove it. Jeremy and Prabhjot dive into the details in their discussion, talking about how operational excellence can boost a company's ROI, and how businesses should spend investor money to get the most bang for buck. Prabhjot expands on Pyze's marketing strategy, explaining how they manage to contextualize and sell a service that's inherently complex and how they get employees on board who may initially be resistant to process change. He also highlights what process change looks like when working with a fully remote team, which is a problem that many more companies are facing since COVID-19 caused a rapid and unprecedented shift towards employees working from home.To hear more episodes of The Marketing Water Cooler Podcast just as interesting and insightful as this one, subscribe to the podcast and leave a review to let Jeremy and the team know what you think of the show.Timestamps[0:51] Jeremy introduces special guest Prabhjot Singh[1:35] Prabhjot talks about his background and achievements[5:28] How should companies scale up sales and marketing when they receive a cash injection?[8:22] What Pyze did differently[9:53] Working on education and channel development[12:57] How to use education in marketing when the product is inherently complex[16:17] The problem of creating efficient processes with remote teams, and a lack of awareness around the problem[21:08] Defining and owning the customer base of Pyze, and moving into supply chain logistics[25:00] It's not always about buying new tools, it might be about developing new processes[27:25] How Pyze works to identify and remove process bottlenecks[31:12] Conducting a business MRI to combat small-scale patchwork solutions[34:17] “It's harder to sell enterprise software today, but you can mitigate it by having better partnerships”[38:55] What do investors care about when they're thinking about backing a tech company?[43:10] How do you combat internal resistance to large-scale process or tech changes?[45:58] Where to go to find out more about the services that Pyze offersLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTubePrabhjot Singh on LinkedInPyze websitePyze on LinkedIn

On today's episode of The Marketing Water Cooler Podcast, Jeremy fleshes out a content marketing strategy of using internal subject matter experts to bake trustworthiness and relevance into your messaging. Done right, this can differentiate your organization from everyone else in your marketplace, because your experts will be sharing the information that your clients want to hear.Jeremy lays out a three-step plan to identify your internal subject matter talent and, crucially, how to get them on board with your marketing strategy. As he explains, you need to set out a framework around your marketing to explain the importance of the role of subject matter experts, and you need to utilize their expertise without overburdening them with extra work so that your marketing is sustainable.  Send your feedback on this episode to Jeremy and Steph to let them know if you agree with their strategy and if you learned something, and don't forget to subscribe to The Marketing Water Cooler Podcast.Timestamps[0:50] Today's topic: Building sustainable engagement through internal subject matterexperts[1:25] You need to come across as a peer[2:05] It's easier said than done![2:52] Step #1: Why do we need subject matter experts?[3:27] Awareness isn't trustworthiness, and awareness isn't relevance[5:20] Step #2: So what's your approach?[6:26] Building a framework around your marketing[8:16] Getting buy-in from subject matter experts[9:04] Step #3: Implementing your strategy[11:25] Here's a disclaimer[12:55] You've got the start, but you need to mobilize your team[15:07] Positioning yourself for successLinksStrategic Branding Studios WebsiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this episode of The Marketing Water Cooler Podcast, Jeremy interviews Sebastien van Heyningen, the president of Central Metric, a consultancy firm offering quality, targeted insights into revenue operations. Sebastien is an NYU graduate with years of experience in sales roles which led him to advocate passionately that revenue operations is an executive function. He helps companies to align their executive board with the ground-level sales force, to make sure that strategic decisions made at the top are relevant to the sales representatives who interact with the customers. Jeremy and Sebastien explore the evolving world of sales and marketing software, and dive into some of the common mistakes that companies make when investing in their tech stack. Sebastien shares his thoughts on what the role of technology should be in the sales process, and how companies can streamline their sales funnel by mapping out the actual customer journey from end to end. Later on, Jeremy and Sebastien discuss the evolution in the relationship between sales and marketing, and why a collaborative relationship between the two departments can lead to better sales numbers. Don't forget to show your support for The Marketing Water Cooler Podcast by subscribing to the show and leaving a review wherever you get your podcasts.Timestamps[1:01] Jeremy introduces Sebastian[2:42] Sebastian walks through his journey from NYU to Central Metric[7:23] Revenue operations as an executive function[9:40] But what do you need your marketing software to accomplish?[11:54] The right way and the wrong way to think about a sales process[16:38] The role that tech plays in sales and how to build a consistent sales process[19:04] Think about sales from the buyer's point of view[20:51] A common misconception that derails sales campaigns[23:20] You have to provide value, regardless of whether a potential client ever buys your product[26:12] The evolving relationship between the sales and marketing departments[28:57] What's the dark funnel, and how can you overcome it?[30:26] Marketing no longer works for sales[32:04] The hand on the stove moment that freezes up a whole company[33:19] What's the role of efficiency in a sales pipeline?[35:31] Where to go to find out more about SebastienLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTubeSebastien van Heyningen on LinkedIn

On this episode of The Marketing Water Cooler Podcast, Jeremy dives in and shares practical, useful questions that you can ask your clients to elicit insights about their buying journey. As he notes, many departments within your organization may have contact with your customers, but as each department has a different objective, none of them are trying to find out who your customers are and why they buy from you. That's where your marketing should be. Jeremy outlines three strategies that you can deploy to gather more details about your customers, and then lists the questions you should ask your customers if you have a chance to meet with them. Going beyond the standard survey of “How did you hear about us?” Jeremy poses questions that will help you to drill down on the how, when, and why in the customer journey, yielding invaluable information about how yourcustomers tick. Stay tuned to The Marketing Water Cooler Podcast for more marketing insights and don't forget to subscribe to the podcast so that you don't miss an episode.Timestamps[0:35] Today's topic: Learning about your buyer, from your buyer[0:58] Who in your organization is talking to your customers?[1:45] What are these departments trying to accomplish?[2:58] What to ask when you're trying to build a good marketing strategy[4:05] Strategy #1: Shadowing sales calls[5:35] Strategy #2: Setting up a round table[6:24] Strategy #3: Joining a group[9:07] The questions to ask your customers to elicit actual, value feedback[11:15] Drilling down on the buying timeline[12:20] Where do your clients get their information and research from?[13:58] The one question that you should ask each of your customers[15:51] Ask the questions that help you to visualize the progress[17:40] You have outbound information flow, but don't neglect the inboundLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this episode of The Marketing Water Cooler Podcast, Jeremy connects withmarketing strategist and Hello Audio founder Nora Sudduth. Nora came to marketing after having completed three degrees, including a degree in computer science, and after spending years in the corporate world, helping companies to achieve growth. She thenjumped off the corporate ladder and pursued her passion of helping start-ups to position themselves in their market and to crack their brand messaging. She founded Hello Audio in 2020 as a platform to allow businesses to harness the power of audio to connect with their customers. Nora and Jeremy have a wide-ranging discussion on what marketing a business looks like in 2022, covering overreliance on technology, building a sustainable marketing pipeline, and how changing your communication method can build a real connection. Nora explains how her computer science background gave her a foundation in marketing technology and also showed her the limits of what that technology can achieve, particularly in the age of independent, well-informed consumers who want to be empowered to make a buying decision. She moves on to discuss the idea behind Hello Audio, and how she sees private podcasts shaking up the traditional marketingmethods for course creators. She also talks about how businesses are using private podcasts to step up their employee onboarding game and their internal communications. Stay tuned to the end of the podcast to hear about Hello Audio's freeseven-day trial!If you enjoyed listening to Jeremy and Nora, please leave a review of The MarketingWater Cooler Podcast and make sure to subscribe to the show so that you don't missan episode.Timestamps[1:07] Jeremy introduces today's guest, Nora Sudduth[2:57] Nora talks about her education, her background in the corporate world, and herleap into working with entrepreneurs[6:17] Making the decision to work with Russell BrunsonWritten by Sarah Hopkinson for The Marketing Water Cooler Podcast copyhop.co[8:05] Fighting to learn computer science and using technology as a bridge to connectbusinesses and customers[11:27] “Shouting a message louder doesn't make it a more compelling or a moreeffective offer”[13:04] Nora on her shift from focusing on technology to focusing on helping businessesto make a connection[16:37] Asking for lead gen is the wrong question, so focus on your positioning instead[20:07] What scaling up a business actually looks like[22:36] Harnessing the power of audio to supercharge your marketing[24:34] What Hello Audio is doing to change up the podcasting game[26:53] Aligning your business with where your customer is at today and empoweringthem to make a buying decision[28:51] Who is Hello Audio for?[30:45] Closing the gap by changing the communication method[37:40] Learning about your customer, from your customer[38:37] “Allow your customers to have the epiphany”[41:39] Where to go to connect with Nora and Hello AudioLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTubeNora Sudduth on LinkedInSign up for the Hello Audio free trial

Welcome back to The Marketing Water Cooler Podcast! In this first episode ofseason two, your host Jeremy and producer Steph walk you through the state ofcommunication in the current B2B landscape, starting with the wider context. Jeremytakes you back to the very beginnings of web marketing in the 1980s, underlining howdevelopments in the Internet have shifted the way that consumers buy products andservices. And, as Jeremy states, “That shift is everything.”Listen in to find out what the role of a marketing department should be, and the updatesyou need to make to your marketing strategy so that you're speaking to your idealclients where they're at today.Make sure that you subscribe to The Marketing Water Cooler Podcast so that you don'tmiss an episode from the new season, which is going to be packed with marketingstatistics, trends, philosophies, and special guests.Timestamps[0:18] What The Marketing Water Cooler Podcast is all about[0:50] Today's topic: The state of communication in the B2B landscape, and how thatimpacts your clients[1:51] Let's get back to basics: What's the context?[3:08] The shift from Web 1 to Web 2[4:17] The creation of digital communities in the early noughties[5:50] So let's look at the data[7:40] “That shift is everything”[10:27] The way buyers are buying is changing[12:34] So how should you market your company today?[14:20] Steph's question: How have buying groups changed?[15:40] New members at the C-suite level[16:48] What's your philosophy of marketing?[18:22] The customer buying process is no longer a journey[19:45] Why marketing mattersLinksStrategic Branding Studios WebsiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this last episode of the season, and the last in the Thanksgiving miniseries, Jeremy and Steph play the gratitude game and tell you to look for the little things in each of your team members that make them great. Marketing is about making your business stand out from the crowd, and you can achieve this by showcasing the unique qualities of your team in your marketing messaging. You can begin to pinpoint these qualities by taking a personality audit of the company and seeing who shines through. Focusing on the people in your team can also have a positive effect on your employee engagement and retention, as by encouraging your team to be themselves and display their talents, you're allowing them to take ownership of the company marketing strategy.Please send your feedback about this episode or about The Marketing Water Cooler Podcast to Jeremy and Steph, and subscribe to the show so that you can catch the new episodes arriving in January 2021!  Timestamps[0:18] Today's Thanksgiving-themed topic: Gratitude for the little things[1:25] Taking a personality audit of your team [2:28] Standing out is powerful [3:05] Leaning into what makes your team unique and special [3:45] Steph's take: Look out for people's individual qualities [4:50] People are more than their expertise[5:00] You have to go out of your way to find these qualities [6:06] Your employees will be more dedicated to you if you look at them as a whole person [6:33] Start the conversation and build the culture[7:12] Broadcast what makes you amazing LinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this second episode of the Thanksgiving-themed miniseries, Jeremy and Steph discuss the importance of making a deposit in your online community. If you're not growing the digital side of your business, even if your business isn't digital first, the fact is that you're not growing your business in the long term. So take a moment to think how you can invest in your online community and bring real value to the table. Jeremy gives advice on what making a digital deposit actually looks like, and how you can schedule your posts to make your online contributions a more sustainable strategy. Listen out as well to Steph's advice if you're worried that your online contributions don't feel genuine, as she lays out some ways that you can showcase your offline personality online and how to identify content that will land well with your community. Share this episode with someone you know that needs help building their online presence, and don't forget to subscribe to The Marketing water Cooler Podcast for more actionable marketing insights. Timestamps[0:16] Today's Thanksgiving-themed topic: Bringing value to the table by making digital deposits [0:42] Social media is more than just a promotional tool [1:03] But what are digital deposits?  [2:00] You need to give back to your online community[2:59] What making a digital deposit can look like [3:39] Your ability to give back to the community can make the difference [4:03] The link between digital deposits and your hourly rate [4:43] You can contribute online, just like in real life [6:00] Steph's take: How to make your contribution seem genuine [6:50] Scheduling posts isn't a press release [7:23] Adopt your offline personality online [7:40] The importance of being consistent [8:10] This strategy works for anyone who's getting paid for their advice [8:55] You're either digital, or you're not[9:25] Add value and make the other people at your table happyLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this short and sweet Thanksgiving-themed episode of The Marketing Water Cooler Podcast, Jeremy and Steph encourage you to look at your team with fresh eyes and analyze what everyone brings to the table. The truth is that your employees are full human beings with interests and passions outside of their work, and if you can find a way to harness their talents and abilities, you can turn marketing from a department into a culture at your company. Listen out to discover the three questions you should ask each of your employees so that you can pin down their skills and interests, and how you can make the most of these to market your company in a new, exciting way. This will improve the resilience of your marketing strategy and might even have a positive effect on your team retention. Stay tuned for more Thanksgiving-themed episodes of The Marketing Water Cooler Podcast this week, and don't forget to rate, review and subscribe to the show. Timestamps[0:20] Today's Thanksgiving-themed topic: How do you make use of all of the talent on your team?  [1:08] Everyone brings something to the marketing table [2:06] Take a content inventory assessment  [3:02] Look at what's under your roof, and what opportunities that brings  [3:45] Steph's take: Everyone likes to talk about themselves [4:37] Personal and business lines are blurred [4:57] The three questions to ask each of your employees  [6:10] How to take advantage of these new creative resources [7:20] Turning marketing into a culture [7:53] What makes the people in your company happy?  LinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this episode of The Marketing Water Cooler Podcast, Jeremy and Steph discuss where you should invest your marketing budget. Sometimes, CEOs want you to throw your marketing money into buying costly marketing software to analyze the state of the industry and dissect what your clients want and when they're hanging out online. Jeremy urges you to push against this and instead invest in the fundamentals of your marketing strategy and philosophy. Jeremy walks you through what marketing actions to take if you have no budget, and the questions you need to ask yourself before you cancel a subscription or trim your current marketing spending. He also gives tips on how to pitch to the executive board to ask for more money, which is great advice for a marketing director looking to justify a big investment purchase. Send your comments and feedback to Jeremy and Steph to let them know what you thought of the episode, and listen out for new episodes on Tuesday, Wednesdays and Thursdays. Timestamps[0:16] Today's topic: let's actually talk about money[1:40] Don't overspend on tech[2:45] What do you need the software for? [4:00] Is software spending really the best way forward? [4:52] Steph's question: When should you invest in technology? [6:30] Aligning your software and your business strategy[7:42] Have you done the fundamentals yet? [8:38] Develop your marketing philosophy[9:10] And what if you have no more budget?[9:55] Do you have the data you need? [11:05] Steph's question: Where's an easy place to save money? [12:37] Don't cut everything that'll bring you a long-term gain[13:30] The questions to ask yourself before you make a budget cut[15:17] Don't ask for money, tell a story[18:05] Look out for seasonality[19:50] It starts out with budget allocation[20:32] Steph's take: This is a strategy, not a knee-jerk reaction[21:20] Technology doesn't necessarily improve productivity[22:25] It's not about going viral, it's about making real connectionsLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this episode of The Marketing Water Cooler Podcast, Jermy and Steph ask you to be realistic about what you can actually achieve with your marketing in 2022. You can't just launch a value-add podcast and expect five new clients to walk directly into your sales pipeline. Instead, you need to be patient, work on your marketing content production processes, take learnings from your early content and take the time to build links with your ideal client community. Jeremy also advises you to get back to unpretentious marketing, using recorded calls via Zoom to keep your budget low. As you're working on your podcast or your other content marketing efforts, don't forget to articulate what your long-term goals are and how you're working on bringing new clients in. Keep those goals in mind so that you know what direction to take your marketing in, and how you're closing the gap with your ideal customers. Don't forget to subscribe to The Marketing Water Cooler Podcast, and share this episode with someone you know that's building their long-term marketing strategy at the moment. Timestamps[0:16] Today's topic: Making a long-term marketing plan[0:53] You need to be realistic[1:44] It takes time[2:27] Separating your short- and long-term goals[3:40] So is it worth it? [5:20] Steph's take: Plant your marketing seeds[5:57] Don't use your podcast to sell your services[8:50] The importance of working on your content producing processes[10:15] It'll take a minute for you to launch your own marketing content[13:55] How to position your marketing efforts to the sales team[14:51] Steph: It starts with baby steps, so start small[15:30] Get back to unpretentious marketing[16:24] Keep your projects in-house to begin with[17:25] Articulate your long-term goals[19:37] Close the gap with your customers[21:10] Communicate systematically and natively[22:30] Find the talent within your team[23:15] Diversity and inclusion within your team and company[24:34] Key takeaways from this episodeLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this episode of The Marketing Water Cooler Podcast, Jeremy explains a useful analogy on buying that helps to remind you that when you're marketing to businesses, you're still marketing to humans. Jeremy likens the buying process to feeling sick and going to see a doctor. If you're sick, you might google your symptoms, ask a trusted friend, or try out a cure that a colleague suggests. By the time you make it to the doctor's office, you've already got an idea of what disease you have, and what you need to cure it. It's just the same with the buying process, as people try to get as far as they can without calling an expert. Using this thinking can help you justify your marketing decisions and budget to your executive board. Later on, he gives tips on how you can organically get involved with your clients earlier in their buying process. Subscribe to The Marketing Water Cooler Podcast and listen out for more in-depth episodes that'll help you plan out your content strategy for 2022 and beyond. Timestamps[0:47] Today's topic: Common sense marketing[1:27] Marketing is still about humans[2:00] We buy like we diagnose [5:02] Think about how you actually buy something[6:17] How to justify your marketing decisions to the executive board[7:55] Steph's question: How can you insert yourself organically earlier in the buying process? [11:09] What to ask your customers[14:00] An example of the importance of meeting your customer where they are[16:20] Steph's point: Don't make your solution more work for your customers[17:03] A study on different values[18:45] Don't play hard to get[20:00] How to frame your marketing presentation to your executive boardLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this episode of The Marketing Water Cooler Podcast, Jeremy and Steph return to the thorny issue of making assumptions in your marketing strategy. It's tempting to make assumptions that you know what your clients want and what they love about your services, but the reality is that if you're making assumptions, you might be completely missing what's important to your target audience. Jeremy shares his screen as he walks through a website, pointing out data from the whitepaper that's not fully substantiated by a source or study. If you're marketing to subject matter experts and you're not verifying your sources, you risk looking like you don't really know what you're talking about. There were also statistics with data that's several years old, which is something to watch out for if you work in a fast-paced industry such as cyber security. Then, Jeremy gives a better way to frame your marketing: Talk to your clients. Engaging your clients in conversations about their concerns, desires, predictions and experiences will give you real data about the state of the industry you specialize in. This will present you as a peer to your client group, rather than a seller. Look out for episodes of The Marketing Water Cooler Podcast on YouTube and LinkedIn so that you can follow along with Jeremy's screen share. Timestamps[1:00] Today's topic: More on making assumptions in your marketing [2:03] Market research can hurt, but ultimately it's a search for truth[2:57] Ask “why?” five times[5:00] Be more careful about the questions you ask[6:02] Data is people[8:18] How functional marketing leaders should use this episode[11:10] Jeremy walks you through the process of market research[12:20] Screen sharing data research on Norton: What to look at first[16:15] Where does the data come from? [20:50] Check when the data was published[26:08] A better way to frame your marketing[28:49] Be intentional with your marketing[30:57] Steph's take: Trust your gut[31:37] Understand the organization you work in[34:13] Taking opinions as a fact[36:16] Where do you get your raw materials from? LinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this episode of The Marketing Water Cooler Podcast, Jeremy and Steph discuss how you can get your whole company involved and engaged with your marketing initiatives. This is especially relevant if you work in a technical service-based industry with specialist knowledge, as you need to have content produced by subject matter expertise so that you know your content is relevant to your audience. Jeremy outlines a vision of tying together content creators and subject matter experts, which will help you make content that's slick and entertaining, but still packed with useful knowledge that will drive engagement. This will help everyone in your business feel as if they're not only sharing their knowledge, but they're driving the business forward. The added benefit of integrating your marketing efforts is that you can inspire employees to acquire new knowledge and skills, boosting their engagement and creating a strong company culture. Rate and review The Marketing Water Cooler Podcast, and stay tuned for new episodes from Jeremy and Steph every Tuesday, Wednesday and Thursday. Timestamps[0:17] Today's topic: What role do your other employees play in supporting marketing and content marketing? [1:00] Your marketing is only effective if it's relevant[3:00] Who's your peer in specialist subjects? [4:20] The best way to get everyone involved in marketing[5:27] Who should produce technical content? [7:30] Tying together subject matter expertises with content creators[10:05] Bringing endorsements into the B2B world[12:54] The hardest part of marketing[13:53] You can brag about your employees[15:40] Help your people grow, and make marketing a culture[16:49] Building culture in a virtual working environmentLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

This episode of The Marketing Water Cooler Podcast is packed with great, actionable ideas that you can implement today to create relevant content for your target audience. Jeremy begins by laying out strategies on how to repurpose content from your COVID-era webinars to turn them into posts for your LinkedIn feed, testimonials for your website and more. If you have a few webinars from last year that you used to drive engagement from your community, you're sitting on a wealth of data and insights about your ideal clients. If you're not analyzing it, then why did you keep it? Likewise for your recorded sales calls, which show you the most common questions and feedback that you get from your clients. All of this content is easy to repackage as something new and useful which can attract new clients and bring down your cost per acquisition. Subscribe to The Marketing Water Cooler Podcast for more clever marketing ideas from Jeremy and Steph, and don't forget to listen out for new episodes every Tuesday, Wednesday and Thursday. Timestamps[0:15] Today's topic: The low-hanging fruit in your marketing department [1:08] Using webinars to drive engagement[2:00] Harvesting content from your webinar exchanges[3:40] Collecting customer data from webinars[5:25] Gathering quotes and micro content to turn into LinkedIn posts[7:10] Steph's question: If you're not going to repurpose content, why keep it? [9:55] Making digital deposits in your community[10:37] Analyzing your recorded sales calls[12:15] Getting more out of the content and materials you already have[13:30] When would repurposing content not work? [15:45] Your content just needs to add value[17:10] Think smartLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

Today's episode of The Marketing Water Cooler Podcast will take you back to some of the basics of marketing, with a focus on the customer experience. If you're a B2B services business, you need to deliver your clients an excellent customer experience so that they keep coming back for more. Steph and Jeremy brainstorm ideas on how you can get relevant feedback from your clients about their experience of working with you, and Jeremy gives the questions that he asks his clients to work on improving the relationship between businesses and marketing agencies. Jeremy also emphasizes the importance of drilling down your sales processes before you start scaling up your marketing, because if your business can't handle an influx of new customers, you won't be able to maintain an excellent customer experience. This is really important to reflect on before you ask your marketing vendor to bring you in hundreds of fresh leads. Subscribe to The Marketing Water Cooler Podcast so that you can catch new episodes every Tuesday, Wednesday and Thursday. Timestamps[0:15] Today's topic: the fundamentals of marketing[1:24] Are you still guessing what makes your company valuable?  [2:20] The customer experience suffers if you haven't determined your value[3:20] Service-based businesses need to nail down their processes first[4:40] Steph's question: How can you let your customers know that you genuinely want their feedback? [5:10] Where to get customer feedback, and how to frame the conversation[7:00] What Jeremy asks his clients[9:10] Can your business manage scaling up to the next level? [10:55] What you should know to get the best out of your marketing vendorLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this episode of The Marketing Water Cooler Podcast, Jeremy and Steph discuss the difference between demand generation and lead generation. Both are important, but the real winners in marketing today are prioritizing demand generation over lead generation. So what's the difference between lead generation and demand generation? Jeremy defines lead generation as something that will get your customer through the door and ready to buy, such as a 10% discount promo or the offer of a free ebook. On the other hand, demand generation is walking by your customer's side at every stage of their awareness journey, from awareness of the problem, to awareness of the solution, to awareness of your solution, and then to making the confident decision to buy. You need both for a business to stay afloat, because lead generation can provide you with a healthy cash injection, but long-term success with lifetime customers is built through demand generation. Listen in to find out how to build up your demand generation strategy by adding value through really great content that generates conversation. Don't forget to subscribe to the podcast and to leave your feedback for Jeremy and Steph in the comments section!Timestamps[0:44] When companies hire marketing consultants, they think they're hiring sales[1:03] Lead generation is the front porch of sales[1:44] What is demand generation? [3:33] Walking with your client through every stage of the customer journey[5:13] Market winners are doing demand generation[5:45] An example of demand generation in action[7:23] Hiring for lead generation vs. hiring for demand generation[8:14] Steph's take on demand generation[11:12] What your marketing should be about[12:30] Building a customer for life[14:20] How to stand out in a crowded market[15:20] Great content is like a bonfireLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

As we approach the end of 2021, Jeremy and Steph talk about the big marketing conversations that you need to have to analyze the past year and position yourself for success for 2022. This episode of The Marketing Water Cooler Podcast will help you sort out your key marketing metrics, and will give you pointers on how to know if your relationship with your external marketing agency is delivering everything it promised when you signed the contract. Jeremy breaks down viewing marketing as an infrastructure, not a department. If you start to view marketing as an infrastructure, this will help you work out if your business can support all the leads that your marketing will bring in. This perspective can also build the foundations of a conversation with the board of directors so that you set expectations for next year, telling them what you need to achieve your marketing goals. During that conversation, you should also check in on your short-term goals for Q1 to check how fully aligned your visions are. Listen out for Jeremy's top question to ask your CEO, which could help open up a whole new area of discovery in your marketing strategy. He also adds in the question that CEOs should ask their marketing team. Send in your comments about this episode to Jeremy and Steph, and let them know what your 2022 marketing goals are! Timestamps[0:40] Today's topic: how to have a great year-end renewal conversation[2:20] But did you deliver good results with great processes? [4:02] Steph's question: What measurement metrics should you consult? [5:30] What to look at when you're going from nothing to something[7:10] The role your website plays in bringing people in to your company[8:07] Another key metric: How much do you understand your customers? [9:17] Creating a systematic approach to producing content[11:00] Right strategy, wrong people: What should you do? [13:55] Does your marketing agency deliver on the goods?  [16:00] What were you trying to accomplish last year, and what's your vision for next year? [18:25] How to know when to have a Come-to-Jesus moment with your marketing team[21:24] Marketing is an infrastructure, not a department[23:40] Talking about building marketing infrastructure with the CEO[25:55] Coaching the executive team on the support you need[27:30] Checking in on adjustments to the long-term strategy[29:00] …And re-evaluating your short-term goals[30:25] Jeremy's top question to ask your CEO[33:35] What to look at in your annual budget projections, and how to go from there[34:32] What a CEO should ask their marketing team[35:15] Steph's round-up of the episode[36:45] Updating your business websiteLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

In the second spooky episode of Halloween week, Jeremy and Steph break down the importance of knowing the customer behind the mask. If you don't know how you're marketing to, your message won't be tailored to their needs and you're risking making content that's not relevant to a key buying decision-making. So lift off the mask, get to know who your customers are, and what motivates them as a human. Jeremy gives some advice on how you can start to get to know your clients, and how to balance different marketing messages for different kinds of clients within the same campaign. All of this will help you to produce marketing content that will resonate with your ideal customers, and that they'll respond to. Towards the end of the episode, he shares ideas on using customer case studies as a targeted marketing tool. Don't forget that you can watch all the fun Halloween episodes on YouTube, where you can also like and subscribe to The Marketing Water Cooler Podcast channel. Timestamps[0:29] Today's spooky theme: Who's your buyer behind the mask? [1:51] Trick-or-treating on your website[3:15] Avoid generalities in your marketing strategy[4:28] Steph's question: How can you get more specific if you don't know who you're talking to? [6:53] Making marketing content for a specific person[9:05] Aligning conversations to different organizational levels[10:30] What to look at to tell who you're marketing to[11:30] Steph's question: how to manage different strategies for different buyers[14:17] Using customer case study content as a marketing toolLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this spooky Halloween-themed episode of The Marketing Water Cooler Podcast, Jeremy and Steph investigate what happens when social media goes dark. We all survived the Facebook outage of October 2021, but this incident should make you rethink how you're marketing your business online. Jeremy gives ideas for how you can diversify your marketing into a few different channels, which is a good way to protect yourself from relying too much on one single stream. Listen out for his thoughts on conducting market research, which will help you align your business with your clients and the communities where your clients are most active. These strategies will make your marketing more resilient and future-proof, as well as give you a deeper understanding of your clients. Don't forget to subscribe to The Marketing Water Cooler Podcast, and tune in to watch the video-streamed episodes on YouTube and LinkedIn, so that you can see Jeremy and Steph's fun Halloween outfits.  Timestamps[0:50] Today's topic: What happens when social media goes dark? [1:37] Some data on the recent Facebook outage[2:41] The challenge of social media marketing[4:20] Close the gap with your customers[5:37] Steph's thoughts: Diversify your portfolio[6:38] How to invest in new social media platforms, even if your industry isn't ready for it[9:20] How were small businesses affected by the Facebook outage? [12:10] Why you need to invest in market research[14:30] Build a small presence on each of the 7 important social media channels[16:50] And what if Facebook went down for 6 weeks? [18:55] Make a deposit in different online communities[20:45] Steph's take: Think about the consumer[22:15] At some point, Facebook will no longer existLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On today's episode of The Marketing Water Cooler Podcast, Jeremy and Steph deliver some truths about marketing technology, focussing their discussion around automated email marketing software. As Jeremy outlines, some companies are persuaded to invest in email marketing software, but once the software is in place, it starts to shape their entire marketing strategy. This is the wrong way round to think about your marketing strategy, because your email marketing software is driving your marketing strategy. Martech companies push email marketing software which focuses on metrics like email lists and open rates, none of which take into account the quality of the content that you're sending to your email list, and the actions taken by your email list after reading your content. Jeremy and Steph encourage you to flip this model on its head and to start out by thinking of who your customers are, which people within that organization would be using your product and how you can reach out to these people and help them to solve their problems. This process might end up involving email marketing and automatic marketing software, but in that case, your strategy is driving the email marketing, and that's what's going to get you results. You wouldn't buy gas before you bought a car, and email marketing is the gas that's going to drive your company to where it needs to be. Jeremy and Steph discuss other effective marketing strategies to catch your clients where they're at right now, and how you can provide them with valuable content that they're going to consume. If you liked this episode, please subscribe to the podcast and leave a comment to tell Jeremy and Steph what you'd like them to talk about in future episodes! Timestamps[0:15] Steph introduces the topic for today's show: buying marketing tools before you know their limitations[0:56] Why you should think differently about buying marketing software[3:58] Talking through marketing strategies with a client[5:03] The truth about email marketing strategies…are they actually delivering results?[7:58] You're judging the success of your content based on what happens before people read the content[9:14] But is the content working?[11:01] The conversations you should be having around marketing[12:36] Is email marketing actually a priority?[14:28] How can you really give useful content to your target buyers? [16:08] You don't buy the gas before the car[18:36] Don't buy software just to have attribution models for your executive team[20:09] You need to understand what your customers want[23:04] How do your clients consume content?[24:20] You can't build a house without a planLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

Hosts Jeremy and Steph discuss a big, heavy question on this episode of The Marketing Water Cooler Podcast: how to successfully market your business outside the world of trade shows and expensive live events. During the COVID-19 pandemic, we all had to suddenly shift to a 100% online marketing strategy, and some businesses managed it better than others. And the reality is that if all events were canceled once, it could happen again, so you need to invest time and effort into building a solid online marketing channel that doesn't rely on attending trade shows. The bonus of this is that you might save yourself a lot of money in the process, and build a real community around your business. Jeremy lays out how you can gain visibility and build community online, in a way that will attract your ideal customer and meet them where they're at right now. Subscribe to The Marketing Water Cooler Podcast so you catch every episode, and don't forget to contact Jeremy and Steph if you have a question or a comment about the show. Timestamps[0:15] Today's topic: The transition from live events to digital events, and what that means for your business[1:08] The cost of attending trade shows[2:38] How do you measure success from trade shows?[3:24] Accessing peer groups online: The one skill you should have learned during the pandemic[5:54] Online events bring a new audience[7:50] A better way to market your business[9:22] Another disadvantage of attending trade shows[12:03] The typical trade show agenda, and how to replicate it online[14:48] The Internet is open to everyone[16:40] Live events don't let you adapt your marketing strategy[19:07] Can you really justify the value of attending a live event? [20:07] Steph's point of view: How to tell if it's worth attending a trade show[22:15] What if you could own your marketing channels? LinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

This episode of The Marketing Water Cooler Podcast delivers a truth that you need to hear to move your marketing strategy forward: let go of your obsession with attribution data. Attribution models can give you some limited information about how your clients find you, but it doesn't give you the whole picture. At worst, it can just be a distraction and may serve only to justify marketing expenses to the executive board. Jeremy outlines where attribution modeling can play a role in your marketing strategy, and tackles the issue of how much trust we should actually put into attribution numbers. Listen out for Steph's insightful question on how attribution modeling may change in the future due to forthcoming laws around online data privacy, and Jeremy's advice on how to market your business outside of attribution models. Stay tuned to The Marketing Water Cooler Podcast for more episodes on how to build a successful marketing strategy for your services business. Timestamps[0:15] You need to get over analyzing your attributions models[1:09] Why people implement attribution models[1:55] The challenge of attribution model data[2:45] The question that most attribution models miss[5:15] Attribution models don't focus on impact[6:25] Can we trust customers to self-report where they first found your business? [8:45] A better way to get data from your clients[10:25] Invest in the process of gathering data[12:15] The CEO perspective on marketing[13:50] You have to find a way to build consistent metrics[16:45] What role is your attribution model playing in your business? [18:00] The interaction between privacy rules and passive attribution marketing[20:10] Invest in communities as a long-term marketing strategy[21:35] Position yourself as a peer[23:10] Specificity mattersLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

Tune into this episode of The Marketing Water Cooler Podcast to hear Jeremy break down the difference between active and passive word of mouth marketing, and how you can start to harness the power of word of mouth marketing to bring in clients to your business. Passive word of mouth marketing might be the situation that you find yourself in at the moment, taking care of your clients and hoping that they'll take care of you by referring you on to their peers. But this strategy can only take you so far, and won't build you a solid client base. Instead, you need to start creating a community around your business, who'll get out there and talk online about you and who'll promote your services for you. Jeremy shares some ideas on how to kickstart this process and the right questions to ask your clients to find out how they found you. Send your marketing questions to Jeremy and Steph to have them answered in a future episode of The Marketing Water Cooler Podcast. Timestamps[0:30] What's the real value of word of mouth marketing in B2B service-based marketing?[1:08] You built your business off word of mouth marketing [2:37] Word of mouth is a hope strategy[4:30] How do referrals feed into word of mouth marketing? [7:15] You can make your data say anything you want, but is it accurate?[9:24] The right question to ask to find out how people discover your services[11:09] The important data points to gather from your clients[12:45] Steph's take: Create a community around your business[13:39] Word of mouth marketing builds confidence in your services[15:01] Make it easy for people to want to talk about you[16:04] Celebrate the community around your business[16:50] Some ideas to kick off celebrating your business successLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

This episode of The Marketing Water Cooler Podcast dives deep into the true cost of outsourcing your marketing needs to an agency purely on a project basis. If this is where you're currently at in your marketing strategy, you need to listen in to find out how to save yourself time and money, and how to build a marketing strategy that'll last. As Jeremy explains, there are times when project-based marketing might meet all of your needs, for one-off projects or for producing certain technical pieces of marketing. However, project-based marketing doesn't involve building a shared vision with your marketing agency, so you'll need to sign off on every single project and make sure it's aligned with the direction you want to go in. This is a huge investment of your time and efforts, and every time you start a new project with the agency, you'll be starting from scratch. In contrast, handing over your marketing strategy to an agency means delegating responsibility to someone who shares your vision and who can operate at the same speed as you.Stay tuned to The Marketing Water Cooler Podcast, and send in your comments and questions to Jeremy and Steph.  Timestamps[0:17] What's the true cost of project-based work?[1:20] Project-based marketing work is expensive for you as a client[2:30] The vendor doesn't know your vision[4:15] The conversation you should be having with your marketing agency[7:20] Steph's thoughts on project-based marketing: you start from zero every time [8:10] When project-based marketing works best[9:35] The difference between project-based work and building a marketing partnership[11:15] What's the difference between a long-term marketing project and fully outsourcing your marketing needs?[14:15] Handing over the pieces of your marketing to someone who can operate at the same speed as you[16:05] You don't have to go all-in straight away with a marketing agency[17:10] If you keep going back to the same person for your marketing needs, you may as well work with them all the timeLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

Today's episode of The Marketing Water Cooler Podcast tackles a big topic in the current landscape of marketing: In our data-driven world of marketing, what role does word of mouth marketing play? You want to be able to work out which parts of your marketing strategy are delivering ROI, but word of mouth doesn't slot neatly into a category of marketing in the same way that email marketing or social media marketing does. Effectively, word of mouth marketing still plays a role in marketing, it's just harder to control and it's harder to know just how much it contributes, and where it's most effective.  Jeremy gives a model for the role of mouth marketing in the age of data, which revolves around utilizing the power of online communities and community recommendations. When you understand the business communities that talk about your service, you will close the gap on finding your ideal customer. Harnessing the power of community can also help you build longevity in your marketing strategy. Subscribe to The Marketing Water Cooler Podcast to learn how to boost your business marketing, and listen out for new episodes every Tuesday, Wednesday and Thursday. Timestamps[0:15] Today's topic: what's the role of word of mouth marketing?[1:04] The hard truth about attributing your marketing success[3:34] Steph's experience of word of mouth marketing[4:30] Search engine marketing has changed[6:35] The role of word of mouth marketing in the age of data[8:40] You want people to promote your business, regardless of the product or service you're selling[9:25] Steph's thoughts on the increased scale of word of mouth marketing[10:15] Communities supplement your native network [11:12] Don't underestimate the power of communityLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On today's episode, Jeremy breaks down the role of a marketing agency in producing technical content. This is a really important aspect of the relationship between a business and a marketing agency because the demand for technical writing is increasing, so it's becoming a key part of the marketing strategy for many kinds of businesses. In addition, many buyers are now spending less than 5% of their decision-making time with vendors, so they're making their decisions alone. If you can give your buyers quality information to browse in their own time, you can still influence the buying process.  Jeremy gives advice on how to manage your technical writing needs when working with your marketing agency. There are a number of solutions available, from outsourcing 100% of your technical writing needs, to a hybrid solution of in-house and outsourcing technical writing. You'll hear Jeremy's personal recommendation on which solution to choose and how this could lead to you building a multimedia content library. Listen out to find out what Jeremy thinks is the biggest problem in marketing right now, and don't forget to subscribe to the podcast. Timestamps[0:17] Today's topic: What's the role of a marketing agency in producing technical content?[0:47] What is technical writing?[3:10] So what's non-technical writing?[4:37] But why do you need to take technical writing into account when thinking about your marketing agency?[6:05] Buyers are making decisions by themselves[8:57] How a marketing agency can support your technical writing needs[10:37] The challenge of fully outsourcing your technical writing[11:46] Jeremy's recommendation on how to cover your technical writing needs within a marketing agency relationship[12:40] Building a content knowledge audit[15:12] Steph's vision of the ideal technical writing marketing partnership[15:50] How to write great technical marketing content[19:00] The problem of writing in a digital accent[21:30] The real role of the marketing agencyLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this episode of The Marketing Water Cooler Podcast, Jeremy and Steph lay out the three key things you need to consider before hiring a third-party marketing agency: Finances, partnership and vision. Jeremy dives deep into each one to show you how the decisions you make around finances, partnership and vision will affect the outcomes of your marketing efforts, and could make or break your marketing ROI.If you want to empower your marketing agency to deliver great results for your business, you need to be really clear with them from the beginning about how much money you're willing to spend, who you're expecting to make decisions about marketing and what you want the marketing to achieve. If these parameters aren't set at the start of your relationship, you can be sure to encounter issues with your marketing effort, which will make it hard to justify your marketing costs to the CEO. If you're unsure about whether you're ready to take on the challenge of outsourcing your marketing, listen out for the alternative plan Jeremy gives, which involves upgrading your existing social media manager into a fully fledged marketing role. Subscribe to The Marketing Water Cooler Podcast for more great in-depth discussions on launching your business marketing, and send a comment to Jeremy and Steph via the site to let them know what you think of this episode.   Timestamps[0:25] Finance, Partnership, Vision: The three key things you need to consider before hiring a third-party marketing agency [1:10] Breaking the relationship before it starts[1:25] Finances: what can you afford and what do you need? [2:30] Doing the math on outsourcing your marketing[4:15] What type of relationship do you want with your marketing agency? [5:35] Your 2 options to manage the relationship with your marketing agency  [6:30] Building a vision to share with your marketing agency[10:08] How do you know when it's time to graduate from a social media manager to a full-services marketing team?[12:00] An alternative route to starting to market your business[13:00] Don't hate your marketing ROI if you never planned out what your marketing goals were[14:13] Steph's summary of building a marketing plan[15:40] You need to build a business case for marketingLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

Today, Jeremy and Steph talk about the three meta communities that you need to know about and understand in order to build an effective marketing strategy. These communities are the customers you currently have, the companies who buy from your competitors, and the companies who could become your customers but who haven't taken any concrete steps yet. Each of these groups can give you great insights about the effectiveness of your current marketing strategy, and the directions you should consider for the future. Jeremy also gives tips on how to gather data on companies that aren't yet interested in your services, which can be a difficult macro community to understand. This involves you getting proactive and reaching out to people, by telephone or via events, to try to draw them out as much as possible. Even if you're facing tough conversations with businesses who may have rejected you in the past, don't be afraid to find out what people think of your company and your services, because your brand is your reputation. Send in your marketing questions to Jeremy and Steph, and subscribe to The Marketing Water Cooler Podcast for more great episodes on marketing. Timestamps[0:22] The three communities you need to know about to build a great marketing strategy[0:38] What can you learn from your existing customer base? [1:00] Which companies use your competitor and what does that tell you? [2:00] What companies are out there that haven't taken action yet? [2:30] Some interesting statistics on marketing and macro communities[3:45] Steph's question: what does a lack of CEO trust in marketing mean for your marketing strategy? [5:45] Marketing should touch the customer[7:17] What's the difference between advertising and marketing? [10:05] How can you research companies that aren't interested in your product? [14:08] Running events to gather marketing data[15:40] Get rid of your ego and talk to people[16:16] Your brand is your reputation[17:30] Talking to the people who rejected youLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

Today's episode of The Marketing Water Cooler Podcast, Jeremy walks you through the customer buying process. This is a crucial part of your marketing strategy, because in order to attract and get a buying commitment from your ideal customer, you need to know where your customer is at and how they think about the problem they're trying to solve. The customer journey covers all the stages of problem awareness to solution awareness, and too many businesses position their marketing strategy at the solution awareness stage, skipping over the problem awareness stage at the problem. The problem with this is that it leaves a lot of work for your customers to do alone, consulting information sources provided by your competitors or detractors. Plus, by the time your customer arrives at your door, they may have already built their requirements in, and their requirements might not match your offer. Jeremy and Steph offer a simple framework that restructures how you think about the marketing process so you can maximize your marketing strategy. Stop by and listen to The Marketing Water Cooler Podcast with new episodes three times a week, packed with amazing marketing advice. Timestamps[1:06] The buying process has fundamentally changed[1:53] Some interesting new statistics about the customer buying process[2:30] What the buying process looks like now[3:23] The customer buying experience in 4 steps[4:40] Why should you bother to learn about how customers make buying decisions? [6:30] The first thing you need to know about your customer buying process: understanding where they're at[8:15] Building up customer requirement expectations[9:25] Building a consensus [11:04] Solution exploration isn't always the best place to start your marketing efforts[12:33] Helping build in customer requirements early on will put you ahead of the game[13:10] Steph's thoughts on helping a customer to unpack their problems[15:05] Putting your marketing in your customer's words[16:15] Your role in the buying process[18:50] Jeremy's simple framework for the buying process[20:07] The two key elements of the customer buying process[21:58] Steph's key takeaway from the episode[22:50] The “show not tell” of marketingLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

Today, Jeremy hammers home the importance of breaking down your assumptions before you invest money in marketing your business. He relates an anecdote of a large business he provided marketing services for in the healthcare sector who had previously run all their marketing based on assumptions about their customers, not on facts about customer needs and motivations. After running a simple survey with some of their top customers, they found that the things that the brand loved to promote about themselves ranked as the least important motivators to buy. This flipped the brand messaging on its head, and the new messaging was based on data, not assumptions.  Steph and Jeremy then move on to discuss common marketing misconceptions, which include being afraid to find out what your customer actually thinks of your product. You should dig around and discover how your customers use your services and what they really think of them, because that will save you a lot of time and money in the long run. They also cover the importance of not building an echo chamber in your marketing strategy. For more great insights on marketing your business, subscribe to The Marketing Water Cooler Podcast and send a message to Jeremy and Steph so they can cover your thoughts in a future episode. Timestamps[1:07] It all starts with getting rid of your assumptions[2:02] The challenge of breaking down assumptions [3:40] But do you really know that? [4:40] Building a survey to gather marketing data[6:10] Not talking to your customers is a terrible strategy[7:34] If you're not attracting your ideal customers, your marketing strategy isn't right[8:29] Get out of your own way[10:15] You need to take a step back before starting your marketing engines[10:55] Common marketing misconceptions[12:35] If you're in marketing, you're hosting the party[13:30] Don't create an echo chamber in your marketing[15:40] When it's ok to trust your gut, and when it's not[16:39] Steph's thoughts on marketing assumptionsLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On today's episode of The Marketing Water Cooler Podcast, Jeremy and Stephtalk about the changing landscape of the B2B marketplace. Recent data has shownthat, on average, a buyer will consult 6.9 information sources before making apurchase decision, which is up 35% from last year. So what does that mean for you?Essentially, you need to fundamentally rethink your marketing strategy.One thing that's totally different in this new buying landscape is that your customer is nolonger relying on your sales team to tell them everything they need to know. In fact,they're logging on to a sales call already informed about you and your product, andthey've possibly already decided whether or not they'll buy from you. So, you need tomake sure that your company is ahead of your buyers and that you're putting outvaluable information that your future buyers will find, because if you're not doing that,then your competitors will. This is a huge shift in strategy for B2B marketing, andrequires you to position yourself and your company as subject matter experts. Theplus side of this is that you'll end up with qualified buyers who love your product andlove the buying process, because you've been giving them value since Day 1.Subscribe to The Marketing Water Cooler Podcast for more great episodes onmarketing and marketing strategy every Tuesday, Wednesday, and Thursday.Timestamps[0:29] The communication landscape has changed[1:22] The latest data on what the B2B market looks like today[2:00] 57% of buyers make a purchase decision without ever talking to a vendor[2:26] Why does this data matter?[3:37] Your salespeople are not the first people that your client has met on theirawareness journey[4:10] Where are your customers getting their information from?[4:59] If you're not supporting your marketing department, you're not handing highquality leads to your sales department[5:38] Your customer already has information about your product[6:43] 77% of buyers find the buying process complex and frustrating[7:58] The new way to look at the 5th to 12th touch[9:15] Consumers are buying more consciously, how can your company match that?[10:10] You still need to solve your customers' problems[11:12] It's not what's the story, it's who's reading it[12:45] Subject matter expertise: The biggest shift in B2B marketing[14:48] Position yourself to get ahead of your buyersLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this episode of The Marketing Water Cooler Podcast, Jeremy walks you through designing and implementing a marketing strategy for your business. It's pretty hard to go from zero marketing to starting marketing, and there are potential potholes along the way, whatever you choose to do, so this is a great listen for anyone who's facing these kinds of decisions at the moment. Jeremy outlines the three main options you have to cover your marketing needs: hiring an external marketing consultant, hiring a marketing employee, or collaborating with a full-service marketing agency. Each of these three can give your business the marketing boost that it needs, but you need to carefully consider which will give you value for money and which will be best at attracting your ideal clients. Listen out as Jeremy and Steph run through the pros and cons of each option, as well as some of the structures that you'll need to put in place before you start collaborating with your marketing expert. Don't forget to subscribe to The Marketing Water Cooler Podcast, and stay tuned for new episodes every Tuesday, Wednesday and Thursday. Timestamps[0:14] The topic for today's show: How to start marketing your business [0:50] “Word of mouth” isn't a growth strategy[1:36] Your first option: Hiring a strategic marketing consultant[2:02] Your second option: Hiring a marketing employee[2:26] Your third option: Hiring a full-service marketing consulting agency[3:02] The downsides of hiring a strategic marketing consultant[4:25] The downsides of hiring a marketing employee[6:20] The downsides of hiring a full-service marketing consulting agency[9:17] Weighing up your options to figure out what's best for your business[12:20] But what do you actually need from your marketing? [13:10] Steph's take on analyzing your marketing needsLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this episode of The Marketing Water Cooler Podcast, Jeremy and Steph give advice on how to find the perfect marketing vendor for your needs. Jeremy walks you through the stages of the journey of outsourcing your marketing needs, from what to do before beginning your search, to how to decide what you need from your newly recruited marketing agency. He also explains what factors you should weigh up before outsourcing your marketing, as opposed to looking for in-house marketing solutions. These include the time and effort you're currently spending on marketing, the kind of specialist marketing knowledge you need, and the economies of scale of bringing on a marketing team. You'll also hear the advantages and downsides of bringing on an external marketing team, from cost to company culture. Hiring marketing in-house can help you build a strong company culture of excellence in marketing, but can prove costly if your in-house marketing employees move on. On the other hand, a good marketing agency that's worth their salt should slot seamlessly into your strategy, identify your needs, and consistently deliver, regardless of who's on their team. Listen out for Jeremy's number one tip to save time and energy when working with a marketing vendor, and don't forget to subscribe to the podcast. Timestamps[0:20] The topic of today's show: Shopping for marketing vendors[1:18] The first thing you should do before calling a vendor[2:45] What do you need from your marketing vendor? [4:04] But what do you want your marketing to achieve? [6:05] How do you know when it's time to outsource your marketing? [6:52] When you need a marketing specialist[8:28] The economies of scale of outsourcing marketing[10:10] The benefits of hiring marketing in-house [10:53] The downsides of in-house marketing[11:46] The benefits of finding the right marketing partner[13:13] Agencies should be learning while working with you[14:00] You know your customer best[16:25] Becoming 1% more confident in your marketing strategy[17:07] Stephanie's takeaway from the showLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On today's episode of The Marketing Water Cooler Podcast, Jeremy and Steph lay out what you can expect when you listen to this show. The Marketing Water Cooler Podcast is ideal for business owners looking for marketing advice, or for people who work in senior marketing positions who want to know the latest industry trends. The podcast also provides great tips for anyone who's just started a career in marketing and who's looking for a way to learn more and to grow in their role. You'll hear a mix of solo episodes and interviews, each of which will give you great marketing insights. The solo episodes are short and punchy, tackling one marketing topic in a bitesize format. The interview episodes involve Jeremy and Steph sitting down with a leader in marketing and picking their brains on a variety of topics. All episodes focus on giving you practical, actionable advice that you can apply. Subscribe to The Marketing Water Cooler Podcast to make sure you don't miss a single episode, and reach out to Jeremy and Steph on LinkedIn or via the website with your marketing questions, to hear them answered on a future episode. Timestamps[0:15] Stephanie introduces the topic for the show: The show[1:13] The purpose of the podcast[1:38] Who should listen to the show[2:30] What you'll get out of the solo episodes of the podcast[4:04] Interviews with industry leaders[5:20] Breaking down the big questions[6:38] This show is one of the resources available[7:30] Get your questions readyLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

In this episode, Jeremy introduces you to The Marketing Water Cooler Podcast and explains what you can expect from the show. Jeremy Francese is a marketing expert who cut his teeth on small mom-and-pop businesses, helping them transition from real-world marketing strategies to building an online presence. He's gained almost a decade's worth of marketing experience, and now works with huge clients with budgets to match. He helps his clients to reframe their message and to provide value, attracting exactly the kind of customers they're looking for. On The Marketing Water Cooler Podcast, Jeremy and co-host Stephanie will explore the world of digital marketing, sharing advice on how you can stand out in a crowded marketplace. You'll learn which classic marketing advice is still relevant for the 21st century, and how you can tweak your marketing strategy to stay one step ahead of the game. Tune in to The Marketing Water Cooler Podcast with new episodes every Tuesday, Wednesday, and Thursday, and don't forget to subscribe and leave a comment for Jeremy and Stephanie. Timestamps[0:35] Jeremy introduces Strategic Branding Studios[0:50] Activating your business communication muscle[1:22] Jeremy's marketing background [2:14] Transitioning a real-life business to online[3:17] Jeremy's first podcast[4:50] Strategic Branding Studios isn't your traditional agency[5:20] The goal of The Marketing Water Cooler PodcastLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube