Podcasts about b2c

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Sale of goods and services from individuals or businesses to the end-user

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Best podcasts about b2c

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Latest podcast episodes about b2c

MarTech Podcast // Marketing + Technology = Business Growth
The Evolution Of B2B Customer Experience -- Michael McLaren // Merkle B2B

MarTech Podcast // Marketing + Technology = Business Growth

Play Episode Listen Later Jan 21, 2022 17:57


Merkle B2B's Global CEO, Michael McLaren, wraps up discussions on B2B marketing in 2022. Similar to the evolving nature of B2C customer experience, B2B customer experiences are also evolving rapidly. B2B marketers must keep up or risk being left behind in this digitally-driven, competitive space. Today, Michael explores the evolution of B2B customer experiences. Show NotesConnect With: Michael McLaren: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The Official SaaStr Podcast: SaaS | Founders | Investors
SaaStr 519: From B2C to Billions: How Vimeo executed a B2B Pivot that Redefined Their Future with Vimeo CEO Anjali Sud

The Official SaaStr Podcast: SaaS | Founders | Investors

Play Episode Listen Later Jan 19, 2022 21:19


Vimeo went public in May as an $8 billion powerhouse in video software. Better known as the indie version of YouTube for more than a decade, the company has redefined itself from a B2C destination to the B2B solution that empowers any business to create, collaborate and connect with professional-quality video. Join Vimeo CEO Anjali Sud for a conversation with Brent Thill, Financial Analyst @ Jefferies about spotting potential in what is now a $70 billion market, and how operating as a founder within a 16-year old company helped her take bets on a strategy that's paying off.

The Agents of Change: SEO, Social Media, and Mobile Marketing for Small Business
The B2B Digital Marketing Handbook - Ken Marshall

The Agents of Change: SEO, Social Media, and Mobile Marketing for Small Business

Play Episode Listen Later Jan 18, 2022 26:58


Marketing a B2B company online is different than marketing a B2C company. Discover the tactics, platforms, and strategy that will help you generate leads and sales.

Entreprendre dans la mode
Gaelle Manucuriste

Entreprendre dans la mode

Play Episode Listen Later Jan 18, 2022 104:59


À ses débuts dans le monde du luxe, Gaëlle Lebrat Personnaz s'est d'abord passionnée par le visual merchandising. Chez Louis Vuitton, Prada ou encore Yves Saint Laurent, elle apprend la rigueur, le souci pour le détail propres à ce secteur, mais elle se rend aussi compte de certaines incohérences liées à ce milieu. Dans sa seconde vie, commencée une dizaine d'années plus tard aux côtés de sa mère, elle crée Manucurist, un concept qui se définit à l'origine par des instituts de manucure et qui deviendra un peu plus tard une des marques leader de la beauté green. Avec ses formulations de vernis clean, imaginées pour prendre soin de ses ongles comme de la planète, Gaëlle a révolutionné ce secteur autant au niveau B2B que B2C. Une beauté responsable qui change aussi les habitudes des addictes de la manucure en un geste simple, rapide et en un geste depuis chez soi comme en institut. Dans cet épisode, Gaëlle nous partage comment elle a développé un modèle entrepreneurial solide et innovant dans la clean beauty. « On met beaucoup d'énergie dans la communication, mais le début de n'importe quelle belle histoire qui va durer dans le temps, c'est le produit.» Ce que vous allez apprendre dans cet épisode : Le parcours de Gaëlle Ses premières expériences dans le luxe Ce qu'elle retient de ses expériences La genèse de Manucurist Trouver le produit révolutionnaire Les milestones Le rebranding Les éléments clés de son succès Comment se structurer pendant la crise B2B vs B2C Le développement financier L'acquisition en B2C La future boutique Concilier l'entrepreneuriat et la famille L'avenir de Manucurist Ses conseils pour Réuni «L'influence est le meilleur levier pour grandir. » «La notoriété auprès du grand public ouvre des portes au monde professionnel. » « On a un rôle pour faire bouger les lignes auprès des professionnels.» N'oubliez pas de vous inscrire à la newsletter de Entreprendre Dans La Mode, les industries créatives et l'art de vivre sur www.entreprendredanslamode.com Aussi, si vous souhaitez me contacter ou me suggérer de nouveaux invités, vous pouvez le faire sur Instagram sous le pseudonyme @entreprendredanslamode Enfin, le plus important : laissez-moi un avis sur Apple Podcast ou iTunes, 5 étoiles de préférence ; cela m'aide à faire connaître le podcast à plus de monde et me motive à faire de meilleures interviews ! Merci de soutenir ce podcast et à bientôt pour un nouvel épisode ! Références: Manucurist : https://www.manucurist.com @manucurist : https://www.instagram.com/manucurist/ @gaelle_lebratpersonnaz : https://www.instagram.com/gaelle_lebratpersonnaz/ L'Institut Français de la Mode : https://www.ifmparis.fr Shopify : https://www.shopify.fr

Just Go Grind with Justin Gordon
#315: Suman Siva, Co-Founder and CEO of Marco, on Creating Cohesive Company Culture via Employee Engagement Experiences

Just Go Grind with Justin Gordon

Play Episode Listen Later Jan 17, 2022 27:22


Suman Siva is the Co-Founder and CEO of Marco, a platform for discovering, planning, and booking high-quality experiences. Marco is helping companies and teams up-level their next Zoom happy hour or offsite and do something collaborative and engaging via virtual experiences that evolve modern teams into thriving cultures. Suman has spent his career advising, operating, and investing in consumer tech companies and marketplaces, and now he's excited to be working on building one! His experience includes working as a Growth Advisor to marketplaces at Basis One, investing at SoftBank Vision Fund Consumer Internet, and consulting at Bain. Topics Covered by Suman Siva in this Episode How Marco is bringing companies and teams together through their experiences platform How Suman's time investing in the experiences space at SoftBank led to him founding Marco The evolution of Marco and how the pandemic led to a pivot Shifting from B2C to B2B Their go-to-market strategy and exploring paid acquisition Expanding into enterprise solutions The pain point that Marco is addressing and their current business model Their journey raising nearly $3M in capital Getting early traction Suman's transition from investor to entrepreneur How Marco is enabling the creator economy Their opportunistic approach to hiring part-time, distributed employees Marco's Future of Culture E-Book The types of experiences Marco's customers are looking to engage in How they're zooming in on inclusivity in the workplace The trends Suman is expecting to see regarding in-person versus virtual offerings Listen to all episodes of the Just Go Grind Podcast: https://www.justgogrind.com Follow Justin Gordon on Twitter: https://twitter.com/justingordon212

The EntreLeadership Podcast
How to Effectively Lead Through Uncertainty with Stephen Mansfield

The EntreLeadership Podcast

Play Episode Listen Later Jan 17, 2022 49:46


Join us as host George Kamel talks to Stephen Mansfield, friend of Ramsey Solutions, entrepreneur, speaker and bestselling author. Stephen lays out how to lead your team when the when the direction isn't clear—and how you can navigate these situations with your team. Later in the episode, George chats with Suzanne Simms, the senior executive vice president of B2C, about how we make decisions at Ramsey with a new framework our leadership team has developed.   You'll learn: The six steps to confidently leading through uncertainty A time when Winston Churchill made a major communication fail How to turn a hard decision into a victory for your team How our leadership team makes decisions at Ramsey Solutions   Support our sponsors: BELAY: https://bit.ly/3epUiVK Hite Digital: https://bit.ly/HiteDigital NetSuite: https://bit.ly/NetSuiteEntre Exodus 90: https://bit.ly/Exodus90Entre Kyro Digital: https://bit.ly/KyroDigital   Links: The EntreLeadership Podcast: https://bit.ly/TheEntreLeadershipPodcast Stephen Mansfield's website: https://bit.ly/3qQbkRC Leading in the Gray Areas by Stephen Mansfield: https://bit.ly/3G5Cw5v Check out Leading Thoughts from Stephen Mansfield: https://bit.ly/3q2syvT Download the decision-making frameworks from Stephen Mansfield and Suzanne Simms: https://bit.ly/334V2wG Schedule a call with Tim, our producer: https://bit.ly/3bJOSmi   Learn more about EntreLeadership Events: EntreLeadership Summit: https://bit.ly/EntreLeadershipSummit EntreLeadership Master Series: https://bit.ly/EntreLeadershipMasterSeries   Learn more about EntreLeadership Coaching: Elite: https://bit.ly/EntreLeadershipElite Advisory Groups: https://bit.ly/EntreLeadershipAdvisoryGroups Executive Coaching: https://bit.ly/EntreLeadershipExecutiveCoaching Workshops: https://bit.ly/EntreLeadershipWorkshops Weekly Report Tool: https://bit.ly/WeeklyReportTool   Listen to all the Ramsey Network podcasts anytime, anywhere in our app. Download the Ramsey Network app: https://apple.co/3eN8jNq

Going Deep with Aaron Watson
511 Wes Kao Insider Status and the Future of Education (Maven)

Going Deep with Aaron Watson

Play Episode Listen Later Jan 17, 2022 46:23


Wes Kao is the cofounder of Maven, the world's first digital platform for cohort-based courses. In just one year, the Maven team launched over 100 cohorts, saw dozens of instructors make $10K, multiple made $250K+, and raised a $20m Series A from Andreesen Horowitz.   Their course creators include Anthony Pompliano, Li Jin, Sahil Lavingia, Shaan Puri, and Sahil Bloom.   Prior to starting Maven she was the co-founder of the altMBA, which launched the modern cohort-based education movement with Seth Godin. She's led over 150 launches for Fortune 500 brands and startups, and is recognized as a leading expert in B2C marketing.    In this episode, Wes and Aaron discuss how to go from being and outside to an insider, why MOOCs fail, and how Wes got a job with Seth Godin.   Sign up for a Weekly Email that will Expand Your Mind.   Wes Kao's Challenge; Figure out how you can turn bugs into features.   Connect with Wes Kao Linkedin Wes on Twitter Maven on Twitter Maven.com WesKao.com If you liked this interview, check out episode 422 with Pomp. Underwritten by Piper Creative Piper Creative makes creating podcasts, vlogs, and videos easy.    How? Click here and Learn more.   We work with Fortune 500s, medium-sized companies, and entrepreneurs.   Follow Piper as we grow YouTube Instagram Subscribe on iTunes | Stitcher | Overcast | Spotify

The Marketing Book Podcast
366 Leading the Customer Experience by Brad Cleveland

The Marketing Book Podcast

Play Episode Listen Later Jan 14, 2022 71:59


Leading the Customer Experience: How to Chart a Course and Deliver Outstanding Results by Brad Cleveland About the Book: Many organizations and leaders struggle to respond effectively to fast-evolving customer expectations driven by innovations in products, services, and technologies such as AI and mobile. Failing to build the necessary strategy, culture, and processes, they suffer from high costs, dissatisfied customers, and brand damage. The mandate to get customer experience right is real and urgent. Leading the Customer Experience is a guide to shaping experiences that win loyalty and deliver outstanding business results. It provides a bold, step-by-step approach that will get you and your team pointed in the right direction. And equipped to make sound decisions along the way. Leading the Customer Experience is easy to understand and imminently practical. It is based on the author's extensive experience both as a founding partner of one of the world's most influential customer management organizations, and his work with B2B and B2C organizations in the private and public sectors. The author's down-to-earth explanations cut through jargon and clutter, while stories and examples bring important principles to life. Leading the Customer Experience is relatable to anyone leading, managing, or aspiring to better understand the customer experience. About the Author: Brad Cleveland is known globally as one of today's foremost experts in customer strategy and management. A sought-after consultant and speaker, he has worked in 45 of the 50 U.S. states and over 60 countries, and his clients have included many of today's service leaders like Apple, American Express, and AT&T (and those are just some of the A's on his client list). He's also advised governments in the United States, Australia, and Canada. Brad's books and articles have been translated into over a dozen languages, and he is an instructor for LinkedIn Learning with featured courses on customer strategy and management, customer service leadership, and customer experience leadership. He has appeared in The Wall Street Journal, Fast Company, Inc. Magazine, Forbes, U.S. News and World Report, CNN Money, the Los Angeles Times, Washington Post, Financial Times, and the New York Times, as well as on major television networks (PBS, CNBC, Fox, MSNBC, and others), and NPR's All Things Considered. Brad was a founding partner and former CEO of the International Customer Management Institute (ICMI) now part of London-based Informa plc. And interesting facts – he is a licensed pilot, he once flew on the Concorde from London to New York, and he read the draft version of this book out loud to his wife and daughter for 10 hours straight while on a road trip! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/leading-customer-experience-brad-cleveland

This Was The Scene Podcast
Ep. 162: Crash Romeo w/ Travis Weber

This Was The Scene Podcast

Play Episode Listen Later Jan 14, 2022 98:18


Before we start, feel free to support the podcast if you've been listening for a while by signing up for my Patreon for $1 and I will love you forever. Crash Romeo was formed by members who had previously played together in the band Centsless. They put out their debut album, Minutes to Miles, out on Trustkill Records and had it produced by Chris Badami Episode 2 of this very podcast. A follow-up full-length, Gave Me the Clap, was later released before they broke up soon after. I got Travis on the Skype and this is what we chat about; The first Quarantines  What it was like being in a band with his Brother Being called Roma Getting signed to Trustkill their photoshoot Ryan Sellick Playing Warped Tour Their music video for “Popular” Giving people the clap Their gold records And a ton more Check out my new book The Couples' Checklist for my webcomic dailyBred. It's a great gift for Valentine's Day. I also have an Instagram for it. If you market aggressively on Instagram Stories and want custom stickers then go here to get custom stickers or just email mike@drive80.com and I can send you samples. These are great for B2C companies and Realtors. Feel free to support the podcast for as little as $1 a month through Patreon Or go to thiswasthescene.com to possibly buy some merch.

Decision Point
Making it Happen with Sales Communication with Amelia Taylor

Decision Point

Play Episode Listen Later Jan 13, 2022 32:33


Amelia Taylor has always competed with herself to make it happen. But what does making it happen look like in the sales world. Is it a talent? A skill? Something in-between? These are the things Amelia and Brad discuss on this brand new episode of Decision Point

The Boss Mom Podcast - Business Strategy - Work / Life Balance - -Digital Marketing - Content Strategy
How Melissa Corkum Built a Hyper-Niched Business & Created a Safe Space For a Radically Under-Served Community

The Boss Mom Podcast - Business Strategy - Work / Life Balance - -Digital Marketing - Content Strategy

Play Episode Listen Later Jan 13, 2022 36:30


Building a business around something super specialized can be daunting, especially when we're worried we won't have enough people to serve, but the truth is, niching down can actually help us serve our clients at a higher level.   The question is, can we build a profitable business around a highly niched concept?   In this episode, post-adoption support specialist and Nurture to Convert Society member, Melissa Corkum shares how going all-in on her niche actually super-sized her business. 3 Things You'll Learn in This Episode   The importance of giving permission How can we create safe online spaces for our communities, where they feel comfortable opening up on topics not often discussed in day-to-day life?    The key to building trust with vulnerable audiences How can we show skeptical, previously under-served communities that we're genuinely on their side and ready to assist them?   How to build an evergreen business in a B2C setting It's one thing to build courses and systems around running a business successfully, but is it possible to do the same thing in an area like counseling or therapy?   Guest Bio-    As a post-adoption support specialist and Safe and Sound Protocol Practitioner, Melissa Corkum has helped hundreds of families shift to a brain-based view of behaviors so they can laugh more and yell less. She's a mom to six kids by both birth and adoption. They've taught her a lot about what creates thriving parent-child relationships...and what doesn't. You can find her de-stressing at the end of every day by crunching on the half-popped kernels at the bottom of the popcorn bowl and binging something on Netflix.   To find out more, go to: https://instagram.com/melissacorkum_ https://instagram.com/postadoptionresources?utm_medium=copy_link https://theadoptionconnection.com/ https://theadoptionconnection.com/listen/    More About the Safe and Sound Protocol: Developed by Dr. Stephen Porges, the Safe and Sound Protocol (SSP) employs a practical, bottom-up approach to help individuals regulate their nervous system more consistently and independently. Based on Dr. Porges' Polyvagal Theory, by calming the physiological and emotional state, the door is opened for improved communication and more success with other therapy modalities. For more, go to https://www.thecorkboardonline.com/ssp

Shock Your Potential
The Power of Micro-Decisions - Jen Hope

Shock Your Potential

Play Episode Listen Later Jan 13, 2022 31:15


“Be kind to yourself by starting with little baby steps and it will build overtime.” Jen Hope By being empathetic and being kind to self, leaders gain the ability to demonstrate similar empathy towards other people. This is according to our guest today, Jen Hope, who says that leaders need to take the much needed pauses to reflect on their actions and what it means to their productivity and performance. Jen Hope is a Business and Executive Leadership Coach who leans on more than 20 years of executive experience, business acumen, and empathy to create a safe coaching environment where leaders can grow and thrive. Before launching her executive coaching practice in 2013, Jen held marketing leadership roles at B2C tech companies. As Head of Marketing, she led the Cheezburger humor network through stages of rapid growth. At Trover, a lifestyle travel app, Jen was Vice President of Marketing and engineered the rise of the brand from startup to acquisition by Expedia in 2015. Jen has a degree in Marketing from Arizona State University and is a GXCP USA Executive and Leadership Coach. Jen partners with leaders responsible for scaling organizations and has a wealth of experience in growing start-up companies. Her business acumen and hands-on executive experience allow her to create a culture of courage in high-performance environments, hone leadership skills and empower the next generation of leaders to maximize business outcomes. Jen has experience in growth marketing and is an expert at scaling businesses. She keeps coaching clients and teams moving forward with clarity, focus, humor and structure built on trust and positivity. Her clients include leaders and managers from Amazon, Trupanion, and Simple Bank. In addition to coaching, she is a workshop facilitator and speaker for organizations like Microsoft, F5, Moss Adams and Infoblox, as well as conferences like Seattle Startup Week and the Women in Tech Regatta. In today's episode, Jen will be discussing the importance of business leaders balancing work and their personal lives. She will also highlight the factors that have enabled her to grow and achieve her business success. Listen in! Social Media Website: https://heyjenhope.com/ Contact Info: jenniferhopekellum@gmail.com Facebook: https://www.facebook.com/coachjenhope/ Instagram: https://www.instagram.com/heyjenhope LinkedIn: https://www.linkedin.com/in/heyjenhope/   My business is one that started from wanting to live in a world where we had more kindness and then understanding that it starts from self. [3:28] One of the outcomes of our work is empathy. [3:53] I come from the world of digital marketing with a experience of 20 years as a marketing leader. [4:06] The other thing that I talk about a lot, and what is at the center of my business is skill building that we can all use to be more effective and more aware. [7:22] We can create that kindness for ourselves by taking care and managing ourselves. [8:08] How do we get to the place where we can pause and move on to do something that's more effective. [13:05] We need to identify the planning that we can do around the pauses so as to be able to have some more flow in that versus this kind of jerky stop-start. [14:55] Commercial break. [18:06] One of the biggest things I have learnt is managing my expectations, and even being aware of them. [21:27] Coming from the world of being a marketer working with many parts of organizations, as well as having lots of resources, managing my expectations aided me when I became my own entrepreneur. [22:08] I called myself a recovering perfectionist because I really had to reset my expectations and embrace some of the challenge. [23:15] To help my clients, I use some data such as assessments that have been used studying human behavior for hundreds of years. [25:55] Because we start with behavior, it makes it easy to get comfortable with some of the vulnerability of looking inward. [26:25] It's never about getting in and poking holes or jabbing, but rather about holding up the mirror and observing with tiny bits of tenderness. [28:00] Judging ourselves into behavior change never really works. [28:42] Be kind to yourself by starting with little baby steps and it will build overtime. [30:29] ………………………………………………… Thank you to our January Sponsor: www.businessmiracles.com or Heather Dominick Are you a highly sensitive individual? You can learn to be in charge of yourself physically, spiritually and financially in a way that honors your highly sensitive self. Heather Dominic is the founder of Business miracles.com. and she's been training highly sensitive entrepreneurs and leaders since 2010. Whether you've been in business for years, or just starting out, learn how to be comfortable in your highly sensitive skin, to create your work and life to match who you truly are, so you can work less while making more impact and income. You are welcome to take the HSE quiz by clicking the link: https://energyrich.isrefer.com/go/quiz/SYP/ Learn more: https://energyrich.isrefer.com/go/HSCC/SYP/

FUTURE CANDY - Der Podcast
Die 5 wichtigsten Tech-Trends 2022

FUTURE CANDY - Der Podcast

Play Episode Listen Later Jan 12, 2022 34:22


Die großen Tech-Trend für 2022In der neuen Podcastfolge #75 stellt Euch Nick die 5 wichtigsten Tech-Trends für das Jahr 2022 vor. Diese finden in den Megatrends der 20er und 30er Jahren (Nachhaltigkeit und Digitalisierung) statt. Klar, es gibt Dauerbrenner-Themen wie Künstliche Intelligenz, Cloud-Speicher, 5G und Automatisierung – aber in dieser Folge spricht Nick über die Trends, die neu und relevant für das aktuelle Jahr sind. Der erste Trend über den Nick spricht ist das Metaverse. Seit der Umbenennung von Facebook zu Meta ist das Metaverse ein geflügeltes Wort. Viele Tech-Unternehmen entwickeln ihre eigene Strategie zum Metaverse. Was das Metaverse genau ist, ist eben nicht definiert. Ist es VR oder AR? Ist es B2C oder eher B2B? Ist es fun oder work?Als zweiten Trend identifiziert FUTURE CANDY Mental Health Fitness. Spätestens seit Beginn der Pandemie ist vielen klar geworden, dass sich Gesundheit nicht nur auf die Physis beschränkt. Ein mindestens genauso wichtiger Aspekt wie die körperliche ist die mentale Gesundheit. Auch die Tech-Welt nimmt sich der mentalen Gesundheit an und entwickelt Technologien, die etwa Alzheimer erkennen, unseren Schlaf optimieren oder Stimmungsschwankungen analysieren und gezielt dagegen vorgehen. Der dritte Trend findet in den eigenen vier Wänden statt: Zunehmend wichtiger werden Next Gen Haushaltsroboter, die nicht mehr nur noch einzelne spezifische Aufgaben übernehmen können, sondern durch Räder und Arme eine Vielzahl an Alltagsaufgaben erledigen können. Ein weiteres brandaktuelles Thema für dieses Jahr ist Sustainable oder Green Tech: Pro Jahr werden 1,5 Mrd. Smartphones verkauft und 3-5 Std am Tag benutzt. Panasonic hat so viele Gadgets weltweit verkauft, dass jeden Tag durchschnittlich 1 Mrd. Menschen ein Produkt von Panasonic nutzen. Immer mehr Firmen werden sich daher ihres Impacts auf unsere Umwelt bewusst und integrieren Nachhaltigkeit in den Unternehmenskern. Den letzten Trend, den Nick in dieser Folge aufgreift nennt sich Enterprise AI: Im Consumerbereich sind Plattformen mit AI-Anbindung mittlerweile etwas vollkommen Normales geworden. Im Businnessbereich gibt es vor allem in mittelständischen Unternehmen nach wie vor unzählige Maschinen und Prozesse, die ohne neue Technologien und AI arbeiten. In diesem Jahr wird dieses Phänomen nach und nach verblassen, da AI-Plattformen noch besser zugänglich werden. Mit dieser Folge startet der Future Candy Podcast in das neue Jahr und wird euch auch weiterhin über die neuesten Entwicklungen rund um Tech und Innovation auf dem laufenden halten. See acast.com/privacy for privacy and opt-out information.

CHURN.FM
EP 148 | Mohammad Nasrullah (Integry) - The impact of integrations on churn and retention.

CHURN.FM

Play Episode Listen Later Jan 12, 2022 33:20


Today on the show we have Nash, founder, and CEO of Integry.In this episode, Nash shares the hardest part of starting a company straight out of school, and the perks of naive optimism when starting a company. We also discussed what is Integry and how the company was born, the impact of integrations on retention, and the main differences between B2C and B2B, when it comes to churn and retention. As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on Andrew@churn.fm. Don't forget to follow us on Twitter.

21 Hats Podcast
Maybe It's Not the Marketing

21 Hats Podcast

Play Episode Listen Later Jan 11, 2022 43:56


This week, in episode 91, we introduce a new member of the 21 Hats Podcast team, Shawn Busse, who tells Jay Goltz and Laura Zander about an intriguing challenge he faces. Twenty-two years ago, Shawn co-founded a marketing firm called Kinesis, but now he's trying to convince clients that it takes more than just marketing. Sometimes, it's not enough just to drive more leads. Sometimes, you have to step back and take a deeper look at your business, which not every client is ready to do. In fact, it took Shawn 10 years (and the Great Recession) to do it with his own business.

Social Capital
Manufacturing Mavens #1: Social Selling In Manufacturing

Social Capital

Play Episode Listen Later Jan 11, 2022 45:37


Social Selling In Manufacturing   Today's episode is Part 1 of our 3-part Manufacturing Mavens - a BROADcast Mini Series.  I've got 2 guest hosts with me for this mini-series!  Kristina (Kris) Harrington and Erin Courtenay.  Part 1 is going to be Guest Hosted by Erin Courtenay.     Erin Courtenay is VP of Digital Services at Earthling Interactive. Erin loves watching programmers work their magic, opening up the possibilities of the internet to small and medium businesses with powerful websites and custom software. Calling herself a “digital empathy practitioner”, Erin is determined to help clients move thoughtfully and compassionately into their digital future.   Erin: Let's start this show with a quick introduction to our hosts.   Kris Harrington is the President and COO for GenAlpha Technologies. During her time with OEMs in the mining industry, Kris and the other founders of GenAlpha saw a need to find a better way for B2B manufacturers to do business.  This led to the development of Equip, an eCommerce, eCatalog, and Analytics solution for manufacturers and distributors who want to grow their business online.     Lori Highby is a podcast host, speaker, educator, and founder of Keystone Click, a strategic digital marketing agency.  Using her vast multi-industry knowledge - gained from experience and education, She has the ability to see the potential of greatness within the already established good of a business. Through strategic actionable moves, she has worked with Fortune 500 companies such as ABB and Syngenta to micro-business owners, to achieve their marketing goals.  Lori carries her energy and drives into her professional engagements to empower and educate other fellow life-long learners.   I'm super excited about today's topic because social selling is really what brought the three of us together. Kris and I have been guests on Sam Gupta's awesome eCommerce LinkedIn Live panel. That's how we got to know each other and now we've become good friends. Lori, this podcast has been a favorite for a long time and I've really gotten to know you through your wonderful content. Together we've all utilized content and digital platforms to build relationships. We are able to move our prospects through the funnel in a way that is warm, genuine, and provides value - even though it all takes place online. That's the beauty of social selling.   But social selling isn't just about content and friendships, all social networks exist to provide content and relationships - the key part here is business development. Successful sales have always been inherently social, because as our friend Greg Mischio reminds us (frequently!) your prospects must know you, like you, and trust you to move forward with the sale.    The pandemic era obviously drove a lot of selling online, both in B2B and B2C. As a result, so many more sales professionals are using the tools of social sales like LinkedIn, podcasting, video-sharing, and CRM-related applications. So there's the social side, which I think all sales professionals are naturally gifted at, but the technical side can be a bit of a head-scratcher - so that's what I'd like us to focus on a bit today. Sound good Ladies?   Lori: We're ready!    Erin: How do you guys use LinkedIn as a social selling tool? I mean, beyond the obvious - what are some of your special tips and tricks. Next, tell us about one other tool you use and why you think it is great.   Lori: Probably because I spend hours on it on a daily basis, actually, and people are surprised when they hear me say that. The first thing you want to look at on your LinkedIn is optimizing your profile. I know you both understand that word optimizing, but not everyone that is listening really understands what that means. It's just making sure that when someone is searching for something that you're the one that shows up as a resource. We've heard of optimizing your website for Google, it's the same philosophy and concept with LinkedIn so that when someone looks at your profile, they realize what your true expertise is. Oftentimes, people think a LinkedIn profile should be structured like your resume and that's actually wrong. It's a beautiful place to tell your story and showcase what you want to be known for, and help put some perspective in other people's eyes on your expertise, but also to be found for your expertise as well. So start with your profile first and then you have to look at creating connections. When I'm looking at the connections, I'm genuinely looking to create relationships, but also to be a resource. I've gotten to the level where I have a follow button, and not just a connect button, which is a fun space to be. But it's all about adding value, and not selling. I know we've talked about this before that social media is about being social, the selling is something that happens after the fact because you've created that relationship, you've established trust, and people are comfortable because you've provided so much information of value that then they're interested in having that conversation of potentially creating a business relationship. One of my favorite tips is when someone reaches out and connects with me that I do not know, I have a two-part question that I respond back with them. My first question is, what is it about my profile that intrigued you to want to connect with me? And the second question is, how can I best be a resource to you on LinkedIn? That then starts a conversation and it also easily identifies those who are going direct for the sales pitch that I'm not interested in actually fostering a relationship with. But it's really fascinating because sometimes people connect without saying a reason why, but they're actually interested in doing business with you. You'd be surprised how many people when I asked that question are like, "Oh, we're actually looking for a marketing company right now and I was interested in talking more." So they sent me a connection request, but then open with the ask, but I had initiated the conversation to do that. So I think it's a really powerful way to start that conversation when someone is reaching out to you.   Kris: What I do on LinkedIn is, I'm really using it to deepen a relationship with the connections that I may have just made. So if we just did a demo with a new company and there were new participants in the demonstration that I haven't met before, I might connect with them on LinkedIn to deepen that relationship. At the trade show, I was just recently at, there were a lot of people that I'm connecting with, that I already formed personal connections with and now I want to deepen that relationship. I'm not necessarily lead looking to sell, I'm looking to have that connection because my whole goal on LinkedIn is to share content that is of value. I would say that my biggest trick is just to be authentic. Sometimes it's challenging when you're in a place where there are professionals so you want to have that professional face, but in reality, you want people to get to know you and who you are. It's the challenge of being authentic to who you are, who your company is, and how you want people to understand how you can be helpful and useful. So that's really what I'm using LinkedIn for. Now, when it comes to some other social platforms, we have tried Twitter, and we've tried Facebook, but we find that those are really more personal, at least in the space that we're in. We're sharing information, but we're just not connecting with people as much on those platforms today as others.   Erin: One of my biggest challenges in social selling is tracking and accountability metrics. Digital behaviors are inherently trackable but I still find myself struggling to put together a useful dashboard of behaviors and outcomes. What are one or two of your most useful tracking methods?   Kris: Overall, any metrics related to marketing, I think are a little difficult for our organization to understand when they're working because we have a long sales cycle. But I will tell you the two metrics that I've found that will lead to conversions is we're really tracking our followers and we're watching the growth of our followers. That's really important because I hope that it means that people connected with something that we're doing enough to say, "I'm going to follow what they're doing and keep an eye on them." That gives us an opportunity when we're sharing great content that we're going to potentially come up in their feed and then they're going to look at us a bit further or at least read what we might be sharing or listen to the videos that we might be publishing. The other metric that we look at a lot is website sessions. So when people go from social media to our website, which is where we would hope that they would go if they're interested in learning more about Gen Alpha, or engaging with more content, because we have a lot more content on our website than we do on social media. So if we can get people to follow us and they start to see us repeatedly in their space, understanding their industry, what they do, if we're being useful, and then they move to the website and they continue to resonate with the materials that we're giving them, there's that potential that hopefully, they'll engage with us in some other way. Those are two that we've been really following. We have a lot of metrics and probably similar to both of you, we don't always know which ones are the best. But those two for us are indicators.   Lori: I could probably resonate with Kris on what we're doing for ourselves is still a little bit of a mystery. Moreso, because I'm not the one looking at it, I've got a team behind me. But I can tell you what I talk about from an educational standpoint when we talk to our clients and when I'm out there speaking about measuring your ROI. What's very important, I think this is one of the biggest things that people don't get clear on is what is the goal that they're trying to achieve? There's so much data out there on the internet that you can get analysis paralysis because you're just kind of staring at it and you don't know if this is valuable or not valuable. So when I was teaching at the university, there were the three A's that I would look at. One is attainable which asks if the data that you're trying to capture is easy to get? Is it easy to analyze and then can you take action on it, why are you going to look at data that you can't even take action on? Is it going to tell you a story that's going to say, we're on the right track or the wrong track? Going back to what is it that you're trying to achieve and then figure out what is the tactics that we're putting in place to achieve this goal, and then align your measurements with those specific tactics. That's going to help you get clear on is this data actionable? Those are easy for the hard numbers, which are cost, profit revenue, the size of your pipeline. The hard analytics are actually what we refer to as the soft numbers. Those show that people know you, like you, and trust you, that you've increased engagement, that you have customer loyalty, that you're building relationships and rapport. That's what we're all trying to do in the digital space, but it's really hard to measure. There is no easy way to do that, but a couple of things that we look at from a brand awareness standpoint are if you have an increase in your website traffic, that means new visitors. Customer loyalty, then you're looking at repeat visitors or does your email subscriber list grow because people want to hear from you? Lead generation is an easy one, do you have more conversions on your forms or not? So it's just really taking a look at what is it that you're trying to achieve and what data points are going to be helpful and telling you if you're on the right track or the wrong track?    Erin: Many of our listeners are probably in B2B sales, most likely in manufacturing and industry. We'll be talking about digital transformation in an upcoming episode, but I'd like to touch on the topic of transitioning from a heavily trade-show, site visit-oriented sales strategy to incorporating more digital social selling techniques. Do you have any stories from the field of where this has gone well and where it has maybe not yet quite penetrated?   Kris: So I shared with you that I do think trade shows still have a lot of value for having that personal touch. But of course, we haven't had trade shows for the last 18 months and they're just kind of coming back. But I think it's taught us that there are other ways to connect with people as well. So I do think all of the social opportunities are really important. What we found can be helpful is sending a message through LinkedIn, because often, and I do think this is true, I mean, it's been 10 years since I worked as a manufacturer. But when I was a manufacturer, I was very busy with my job and I was not hanging out on LinkedIn like I am today as a vendor or service provider to a manufacturer. To even get their attention, I like the trigger of the message because if they have their notifications turned on that message typically will send them an email or some notification, and then there's a stronger likelihood that they're going to read it. So then they've been brought there and now we can at least have a conversation or deepen that relationship like I talked about earlier. The second thing that we've been doing is inviting people to follow us and that's how we've grown our followers. That simple invitation just to ask if they want to learn more industry-related content to follow up on LinkedIn is going to help. From doing that, each month, our followers are increasing. So the simple ask, which is something we just started doing, I would say five months ago, we've been building the followers every month thereafter. Now I will say that the actual conversation from social is slower to achieve. Even if they've accepted the connection request, and they followed us, it does not mean that they're ready for a conversation. So anybody out there, don't expect that that's going to happen quickly. Most people aren't ready yet to have that conversation, they still want to learn about you and your company, and that's where hopefully you get to really shine. They establish that connection with you over time and when they're ready, they will reach out to you. So the actual physical conversation takes a bit more time.   Lori: I love what Kris said about first creating the ask because so many people forget to do that snd that's the most important part. Everyone is running around crazy and has shiny objects in every direction so the simple ask to follow us is actually extremely beneficial, because they may have wanted to do that, but just forgot. So sometimes as the asker, just tell, go follow us. It's extremely powerful, but yet so simple and so many people are missing that opportunity. But what you're talking about, Kris is really what's changed in the whole selling process, actually, and the experience of, I'm going to meet you for the first time at a trade show, and you came to my booth because there was something that intrigued you and then we're going to start a conversation because you're really interested in that. But now what's happening, and I like to relate it to the old school newspaper about how every single newspaper had car ads in it every single week. The reason is that the car salespeople want to make sure that when you are ready to buy, their brand is in front of you. It's the same thing with what's happening in the b2b, social selling space. It's not that I'm going to be a hard sales pitch, I'm going to constantly be knocking on your door, rather, I'm going to continue to be top of mind, and continue to provide valuable information and showcase my expertise so that when the time is ready, that you want to buy, or at least start that conversation, I've already proven myself so we're further along in the sales process than if we just had that conversation at that tradeshow booth because we've already done all of the information of proving expertise, and providing value. I've experienced this, and I've seen some of our clients experienced this and it's just fascinating to see. I'm going in thinking it's a discovery call, and I'm doing all my homework and they're like, "We're ready, tell us where to sign," and my mind just gets blown. It goes back to what Kris said about making sure that you have the right people following you and telling the people that you want to be learning from you following you so that you are establishing that trust so that when they are ready to buy, there's no doubt in their mind who they're reaching out to.   Erin: You can't talk about social selling without also talking about content. Lori, this is your wheelhouse, and Kris, you've demonstrated a mastery of content production. Why do you think content is so important to social selling and how can our listeners up their content game?   Kris: We had decided that content would be an opportunity to share our thought leadership in the space. I do think that I think very simply, and I try to write very simply as well, I'm not trying to sound smart, just share my experience, and hopefully, that becomes the most useful. But the way we've been able to publish so much content is that we decided that we wanted to increase our brand awareness and lead generation, and we were going to do that through content. So what we did is we set goals on the amount of content that we would create each month, the number of posts that we would put on LinkedIn, the number of articles we would write, the number of blogs, the number of articles we would submit to publications and hope that they share for us as well, and video creation. So even if it's snippets of me participating with somebody else, we have accounts, and we're going to achieve that. What's happened is it's forced us to research, to explore different topics, to share our experiences, and for me, it's forced me to say yes to a lot of things that historically I probably would not have done because it would be outside my comfort zone. We really thought that this was important because if we were going to increase our brand awareness, people had to know how our employees thought about how we could help other manufacturers. I learned from my team, from our customer experiences, and then, of course, I have my own life experiences. So combining all of that together goes into that creation process and that's really how we've been able to do it. I have to tell you, we started it in 2020. We've been in business for 10 years and for eight of those years, we really did no marketing, it was word of mouth. Of course, we had a website, but we weren't trying to drive people to it, but in 2020, we sat down, we wrote our goals, and we have been achieving them consistently since. Thankfully, we had done that because the pandemic would have forced us to go there anyway. But then we already had a plan, we were already in the middle of it and we just kept going.   Lori: For me, it's all about building a plan and I really liked that Kris and her team fleshed out the plan and defined some clear goals because at the end of the day, if you're just making assumptions, and just randomly throwing stuff out there, the location, the message, you don't know if it's actually going to be doing its job and serving its purpose. When it comes to what content and where to post it, you have to go deep into your customer and figure out what is that pain. This is something you both kind of addressed already in figuring out, not necessarily the pain that you're assuming that you have the solution that they're coming to you, it's understanding the pain and how they're thinking about it and using the same messaging across that space. Then, more importantly, fix the message, get it right, and then understand where to position it. So you can just put some stuff all over the place. A lot of people just jump in and assume that these are the platforms because they're the most popular platforms that they should be on there. But the reality is, you have to really understand your customer and figure out where are they hanging out online and then you decide do I want to go wide or do I want to go deep? Do I want to go deep in that platform and really own that platform and be the thought leader on that platform or do I want my message spread across a number of different platforms? We all know that time is money and you only have so many resources at the end of the day so I'm a fan of picking and starting with one platform and going deep on that and really building a strong following in that space. You guys talk about that you're on clubhouse and some other platforms right now and I love clubhouse and I was fascinated with it, but I realized I don't have the time to invest in that. I'm spreading myself way too thin, and I just can't do it. I'll jump on as guests on people's shows every once in a while but I know that there is value there and it's very powerful, but we've already invested in other channels and I think that's the mistake that a lot of people make is they're spreading themselves way too thin. Then there are lots of strategies around repurposing content. People are fearful that they're always having to think of something new to create, but at the end of the day, they didn't realize, well, you've been doing this for 10 years, you probably have emails that have content that you've written to just responding to someone's question and there's a blog post or a social media post in that email. You've already got it written, there's no reason to have to wreck your head and ask, what do I write about today? The answers are in front of you. It's simply the questions that people have asked you and if one person asked you it, there are likely 100 other people asking that same question looking for it online somewhere.   Erin: My favorite podcaster always asks his guests for three book recommendations at the end of every interview. I find the answers fascinating and helpful. So I'll bring the same question to you: What are three books you think our listeners should know about?   Lori: Oh, this is such a fun question. I used to teach at the local university and on the last day there's a series of books that I would put out and I said, "No matter what, keep teaching yourself, keep learning, keep reading, and here are some books I highly recommend." So the top three: The One Thing by Gary Keller. I've actually re-read that one about three or four times now and it's all about, identifying your goal, and then asking yourself, what is the one thing that I can do today to help me achieve that goal? The next one is Miracle Morning by Hal Elrod. He interviewed a ton of extremely successful individuals to identify their trends and what their morning routines were like and found six things that were consistent. Not necessarily all six per person, but he put those six and built a morning routine. There's an acronym for it which is SAVERS. So it's silence, which is meditation, affirmations, visualization, exercise, reading, and scribing, which is journaling. I implemented his philosophy and it changed so many different things, and my mental state and productivity. I don't do all six anymore, but I found what works for me. The last one is a business book geared towards either leadership teams or business owners called Traction by Gino Wickman. It's really about the philosophy of running what's called the entrepreneurial operating system. It serves as a way to really be strategic in your business and have some structure around it.   Kris: I have to tell you that I'm a learner by nature. So every test that I take, I just love to learn, and for 25 years of my career, I would say to people that you could find me in the Self Help section of the bookstore because that's where I always found the best books and then, of course, the business section. But I have to tell you, and since this is Manufacturing Mavens, I thought I would just touch on a few books because I've really been into the lives of women lately and I've either read or listened to a lot of memoirs. The first is Untamed by Glennon Doyle which is a must-read or must listen to book. Just As I Am by Cicely Tyson is another one. She just recently passed away at 96 years old and she is a phenomenal African American woman who really took care of her career in the movies that she participated and I didn't know her life, I didn't know her life story. It's encouraged me to study African American History in a different way than I ever wanted to participate in the past. So I really enjoyed listening to her book and I've gone back to listen or read it multiple times just because she just has beautiful stories that make you want to be a better human or take a real position on things as well. Right now, I am listening to All In by Billie Jean King and she is reading it herself. Obviously not a trained reader of books, but it's her life and her life story. I wasn't old enough to watch her play tennis and she was kind of winding down her career when I was born, but she's been a female activist for many years. I'm a sports person by nature and I love everything about participating and competing and in team sports, particularly, but I'm listening to her story and all the things that they overcame, and how they signed a contract for $1, it's pretty remarkable. So I won't give too many things away, but those are some really good ones that I've read recently or listened to that have changed me in some way!   Thank you for listening to part one of our 3-part series. In the next episode, the Manufacturing Mavens will dive into the digital transformation currently occurring in the manufacturing space. Reach out to Lori if you're interested more about strategic digital marketing, reach out to Kris if you want to learn more about manufacturing eCommerce solutions, and reach out to Erin if you're interested in learning more about manufacturing consulting services.   Head to keystoneclick.com/mavens to learn more about your hosts and their exclusive offerings available for Mavens listeners! 

Mission to the Moon Podcast
Martech Trends 2022 ทำอย่างไรให้ธุรกิจปัง กับคุณจิตติพงศ์ เลิศประดิษฐ์ | Tech Monday EP.64

Mission to the Moon Podcast

Play Episode Listen Later Jan 9, 2022 35:36


เวลาเราทำธุรกิจ ไม่ว่าสินค้าหรือบริการของเราจะดีแค่ไหน แต่ถ้าไม่มีคนรู้จัก ก็ขายไม่ได้นะครับ ยิ่งไปกว่านั้น สมัยนี้แค่ขายของได้ ดูเหมือนจะไม่พอแล้ว เราต้องรู้จักวิธีการดูแลลูกค้า ทำให้เค้าอยู่กับเราไปเรื่อยๆ ให้ได้ คุณบอล จิตติพงศ์ เลิศประดิษฐ์ จะมาเล่าให้ฟังถึงเรื่องการนำเอา technology มาใช้ในการตลาด อะไรที่ต้องจับตามองในปี 2022 นี้ ติดตามได้ในตอนนี้ครับ คำถาม [ ] Martech คืออะไร แล้วมันเกี่ยวกับอะไรบ้าง [ ] Technology เข้ามามีบทบาทอย่างไร แล้วมันทำให้ต่างจาการทำ marketing แบบเดิมๆ อย่างไร [ ] อะไรที่ควรสนใจในปี 2022 [ ] ธุรกิจ B2B มีอะไรที่แตกต่างจาก B2C ไหม [ ] อะไรที่ต้องระวังบ้างในปี 2022 #missiontothemoonpodcast #TechMondayPodcast

The Tech Blog Writer Podcast
1842: Threekit - The Future of Digital Commerce is 3D and AR

The Tech Blog Writer Podcast

Play Episode Listen Later Jan 9, 2022 28:14


In 2022, it's estimated that $7.4T worth of B2C and B2B commerce will happen digitally, however, shoppers are now demanding a faster, easier, and more visually compelling customer experience. In response, brands are creating millions of images, but they are falling short. Whether it is photography that requires a physical product to be built or the impossible task of manually capturing thousands (or millions) of SKUs, brands rely on broken processes to create visual experiences and improve their operations. Threekit, a leading developer of high-end visualization software that automates the creation of visuals and bridges the gap between the creative and commerce worlds. The company's visual commerce platform, which does not require prototype experience, engineers, or CAD artists, enables brands to create interactive, augmented reality (AR), and photorealistic 3D visuals and engage in lean commerce and asset-light manufacturing. To date, Threekit visualized products have generated over $1 billion in sales for customers. TaylorMade, Duluth Trading, and Ciroc use Threekit because it drives a 40% increase in conversion, a 90% reduction in photography costs, and an 80% reduction in returns. Matt Gorniak, CEO of Threekit joins me on Tech Talks Daily to share the story behind Threekit.

Seller Sessions
Dialing Back Your Amazon PPC, Post Q4

Seller Sessions

Play Episode Listen Later Jan 7, 2022 27:35


On the top table today, we have...   Dr. Ellis Whitehead A Data Scientist and Algorithm expert, Ellis is the architect of all DataBrill's smart technology. Ellis' has a proven track record in his ability to solve complex problems and turn them into simple solutions through software engineering, mathematics and data science. He has been deeply involved in the success of the groundbreaking, Amazon software tool, Jungle Scout. Ellis became inspired to solve these complex problems after completing his PhD in automation and data science.   Jelena Nuhanovic After gaining rich experience in general business analysis; she found her true passion for scaling e-commerce businesses through paid advertising channels. Jelena makes sure that every dollar invested in advertising is being spent on the right channel through the usage of the right strategy.   Sophie Down Sophie is a senior account manager at one of the leading Amazon agencies in London, ClearAds. With over 8 years of digital marketing experience working with global brands in both B2B and B2C including some of the biggest eCommerce groups, Sophie is a business-minded marketer and strategist with proven results in paid marketing strategy across a wide variance of channels. Sophie is qualified in Amazon PPC and DSP, with experience in programmatic, Google Ads, and social media marketing.   Grab Tickets for Seller Sessions Live Brought to you by Thrasio on May 7, 2022 Featuring: Ivelin Demirov, Tim Jordan, Destaney Wishon, Adam Heist and many more Hosted by: Danny McMillan, Sharon Even and Izabela Hamilton   Grab Tickets at: https://live.sellersessions.com/ Conference tickets include the “Afterparty brought to you by BetterAMS and Clear Ads”. Purchase tickets to the VIP Dinner “brought to you by Avask” https://live.sellersessions.com/ Big Thank you to our sponsors: Seller Sessions Live in brought to you by Thrasio (May 7) The VIP is brought to you by Avask (May 6) Afterparty is brought to you by BetterAMS and Clear Ads (May 7) Thank you to Perpetua, YLT Translations, SellersAlley & Pinformative        

Selling To Corporate
STC061 How to successfully scale your wellness business selling to corporate companies with Kate Davies

Selling To Corporate

Play Episode Listen Later Jan 7, 2022 31:02


Are you working in the health and wellness space - and wondering how you can successfully sell your services to corporate organisations? Perhaps you've been feeling like corporate organisations haven't historically prioritised health and wellness initiatives, like they've been a ‘tick-box' exercise for companies… or that they don't pay premium prices in those areas? To start the year on the right foot, I've brought one of our awesome C Suite participants, Kate Davies onto the podcast today. As an Independent Fertility Nurse Consultant (and now expert B2B salesperson!) Kate transformed her business last year by deciding to work with corporate organisations to better support employees who are undergoing fertility treatment. Over the last twelve months, Kate has added her B2B revenue stream - and helped some of the worlds largest financial services institutions to retain their employees and educate them around fertility issues. So if you're a health and wellness practitioner who's been thinking about whether or not it's really possible to get corporate organisations to take you seriously and sell at higher price points? This is the episode for you.   In this episode, we'll be sharing;   Kate's background as a clinician working within the NHS - and how that impacted her business. (0:27) Why fertility in the workplace is an important discussion - and why Kate wanted to raise it with large organisations. (01:24) The misconceptions around corporate companies and how they prioritise employee needs. (03:23) Entering the marketplace when companies weren't aware of what fertility in the workplace looked like or why it was important. (04:27) How forward thinking workplaces helped Kate to see a way forward for fertility in the workplace. (05:11) The types of research that has helped to demonstrate to corporate organisations that health and wellness support is needed in the workplace. (06:20) How fertility / infertility is impacting organisations and their employees on a bigger level. (07:15) Handling objections about inclusivity of certain topics in the workplace. (08:22) How certain health and wellness topics impact more people than originally expected in the workplace and why that matters for corporate organisations. (09:55) How Covid and menopause initiatives have helped to open up better workplace discussions around health and wellness. (10:44) The importance of choosing the right training for the organisation and how it impacts their experience. (11:24) Juggling both a successful B2C and B2B revenue streams and how to manage it. (12:17) How an NHS background led Kate to undercharging… and how she overcame it. (13:15) How Kate's business is changing - and what being fully booked means for growth. (14:41) Why integrating a B2B revenue stream means that you can win extra B2C business. (15:55) The impact of positive feedback from corporate training sessions and leveraging that thoroughly. (16:41) Word of mouth/ selling via recommendations; how Kate is being commended as the expert in her space. (17:51) Kate's big C Suite breakthroughs. (19:00) Avoiding free consultancy - and having a 90% conversion rate on business development calls. (20:36)   If you want to connect with Kate, you can find her over on LinkedIn at: https://www.linkedin.com/in/kate-davies-independent-fertility-nurse-consultant-8671579b/    Key Resources Mentioned in this Episode:   Grab one of our final January spots and join The C Suite ® now! If you're looking to get the best support in selling your services to corporate organisations, not to mention hundreds of email templates, swipe files and proposal outlines so that you really can convert at much higher rates and sell your services more successfully then click here to join the waitlist now: https://bit.ly/join-the-c-suite   Converting Corporates Bundle: If you're looking to learn the foundational pieces to successfully sell your services to corporate organisations, grab this fabulous self study programme here! You'll learn how to; Create your 250K corporate sales plan, set your business development strategy for success, understand and successfully generate qualified leads and hear from real hiring managers on their top tips for pitching to organisations! http://bit.ly/convertingcorporatesbundle   How to leave a review - http://bit.ly/howtoreviewmypodcast   Book an exploratory chat with me! I'm offering the final exploratory sessions with me so that you can ask any questions you have about The C Suite ® and how it can benefit your business. These opportunities are incredibly limited - so if you'd like my eyes on your business and a totally transparent conversation about how The C Suite ® could support your goals, book it here now: https://bit.ly/corporateexploratorysession   Top 5 Business Development Questions: If you're looking to convert more business development calls into sales? You need to be asking the right questions and getting the best information to support future work. Download my Top 5 BDQs here and start getting quality information from your prospects: https://bit.ly/top-5-business-development-questions

This Was The Scene Podcast
Ep. 161: Say Anything w/ Max Bemis

This Was The Scene Podcast

Play Episode Listen Later Jan 7, 2022 116:34


Before we start, feel free to support the podcast if you've been listening for a while by signing up for my Patreon for $1 and I will love you forever. Say Anything is one of my favorite bands of all time. If you don't know who they are just start with Is A Real Boy… and then consume each album after that.  Max heard Rama from Big Wheel's interview (Episode 148) and messaged me to chat, we set up some time for an interview and this is what we chat about: Writing songs for people Playing for Drive-Thru The intro to belt Buddyhead Rama from Big Wheel Bipolar and Manifesting How fast did Is A Real Boy blow up Anarchy, My Dear In Defense of the Genre Amy Fiddler And a ton more This week's sponsor is Mint 400 Records. Mint 400 Records is an indie record label from NJ with bands across the United States, Canada, and Europe. The label features everything from Indie Rock & Folk to Post-Punk and Soul. Over 400 exciting releases.  You can find Mint 400 Records' releases streaming at Spotify, Pandora, Tidal, Apple Music, Amazon Music, Deezer, and more or at all mp3 outlets worldwide. Visit www.mint400records.com for links and more info. Here's a clip from their band Ladybirds's song “Regional Community Theater”  which features Max on 2 tracks, originally released in 2007 it is available on all streaming platforms from Mint 400 Records. Check out my new book The Couples' Checklist for my webcomic dailyBred. It's a great gift for Valentine's Day. I also have an Instagram for it. If you market aggressively on Instagram Stories and want custom stickers then go here to get custom stickers or just email mike@drive80.com and I can send you samples. These are great for B2C companies and Realtors. Feel free to support the podcast for as little as $1 a month through Patreon Or go to thiswasthescene.com to possibly buy some merch.

20 Minute Leaders
Ep703: Adi Itach | Chief Marketing Officer, Sayollo

20 Minute Leaders

Play Episode Listen Later Jan 6, 2022 21:04


Adi has more than 10 years of end-to-end marketing experience in B2C&BTC in some of the leading companies in IL and is now a leading global CMO at Sayollo. Adi is also a business & marketing consultant to start-ups from North America and Europe and has her own podcast called ""Gluten-Free Marketing"" where she connects business, strategy and spirituality.Her strengths are strategic-creative thinking, demand gen, brand building, strategic business development, start-ups scaling and creating high-impact multi-channel global campaigns.

Be Customer Led
Amber Armstrong Talks About the Future of Conversational AI

Be Customer Led

Play Episode Listen Later Jan 5, 2022 23:52


The way consumers engage with brands has been rapidly evolving over the last few years. And one of the communication technologies that have shown widespread acceptance from consumers and brands alike is conversational AI applications. In today's episode, we take a deep dive into the future of conversational AI with an expert in the field. https://www.linkedin.com/in/amber-armstrong-marketing/ (Amber Armstrong), Chief Marketing Officer at https://www.liveperson.com/ (LivePerson), joins us today to talk about how conversational AI has been evolving over the past few years, how brands can implement it in various B2B and B2C use cases, and what the future of conversational AI may look like. [01:09] Amber's Story – Amber's background in marketing and how the learnings from several roles in companies of all sizes prepared her for her current role as the chief marketing officer at LivePerson. [03:20] Conversational AI – How conversational AI technologies have evolved over the last few years to improve the way brands engage and interact with consumers. [07:00] Effects of the Pandemic – Amber shares her thoughts on the role the pandemic played in accelerating the growth of digital communication solutions. [11:45] Privacy – Amber shares her thoughts on how brands marketers should approach engaging with audiences while preserving privacy. [13:45] Conversation AI for B2B Marketing – The value proposition of conversational AI for the B2B market and some use cases for B2B related scenarios. [17:59] Future of Conversational AI – Amber shares her take on how conversational AI may evolve over the next few years. Resources: Connect with Amber: LinkedIn: https://www.linkedin.com/in/amber-armstrong-marketing/ (linkedin.com/in/amber-armstrong-marketing) Twitter: https://twitter.com/ambarmstrong (twitter.com/ambarmstrong)

Win Win - An Entrepreneurial Community
099 - How to Effectively Use Emotion in Your Business - Kevin Perlmutter

Win Win - An Entrepreneurial Community

Play Episode Listen Later Jan 4, 2022 32:10


We learn from our guest on the podcast today how to use emotion, i.e., what *really* works, in the way you do business and in marketing. Kevin Perlmutter is the Chief Strategist and Founder at Limbic Brand Evolution, a brand strategy & neuromarketing consulting firm (www.LimbicBrandEvolution.com). Kevin shares what mistakes most companies make when marketing themselves and when creating the processes and culture that determine the kind of experience their customers have with them, whether B2B or B2C. He explains how, scientifically, people formulate their feelings on you and your business in the first second based on how you, your brand, and the experience they have with you makes them feel. Listen to the show on Apple podcasts (https://podcasts.apple.com/us/podcast/win-win-an-entrepreneurial-community/id1465488607), wherever you normally get your podcasts, or listen on the web at www.FractionalLeadership.io/Podcast.

Rockstar CMO FM
#95 - The We'll be Right Back After This Word with Jason Falls on Influencers, Podcasts and Bourbon Episode

Rockstar CMO FM

Play Episode Listen Later Jan 1, 2022 57:54


This week Ian Truscott shares some changes to this podcast as we join the Marketing Podcast network, and has an extended chat with Jason Falls, the man behind this marketing podcast supergroup.  When he is not founding podcast networks Jason is an award-winning strategist and widely read industry pundit. Jason has been noted as a top influencer in the social technology and marketing space by Forbes, Entrepreneur, Advertising Age and others. A 2014 Forbes article named him one of 10 business leaders all entrepreneurs should follow on Twitter, alongside Richard Branson, Mark Cuban, Tom Peters and Tony Hseih. Jason is also the author of three books: Winfluence - Reframing Influencer Marketing to Ignite Your Brand, No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing and The Rebel's Guide to Email Marketing and also founded SocialMediaExplorer.com, once recognised as the top marketing blog in the world according to AdAge's Power 150. In this interview, we learn about Jason's career, influencer marketing in B2C and B2B, the Marketing Podcast Network and a lot about Bourbon.  Enjoy! The people Ian Truscott on LinkedIn and Twitter  Jason Falls on Twitter and LinkedIn Mentioned in this week's episode Winfluence - Reframing Influencer Marketing to Ignite Your Brand by Jason Falls The Cornett marketing agency and their cool team page The Tagger Influencer Marketing platform Music Stienski & Mass Media - We'll be right back on YouTube I've Got a Feeling by The Beatles on Spotify Rockstar CMO Show notes: Previous episodes and all show notes: Rockstar CMO FM Subscribe - We are available on all your favorite platforms, including Appleand Spotify  Learn more about your ad choices. Visit megaphone.fm/adchoices

Well Made
152 What comes next with Amit Sharma, CEO and founder of Narvar

Well Made

Play Episode Listen Later Dec 30, 2021 49:08


Since the early 2000s, Amit Sharma has worked with commerce giants like Walmart and Apple to build supply chain infrastructure. In 2012, he founded Narvar. If you've bought anything online in the past few years, you've no doubt interacted with Narvar. Brands like Sephora, Patagonia, Gap and Sonos, ship millions of products per year using Narvar's comprehensive pre-to-post-purchase software.To fulfill the packaging piece of their pixel-to-package promise, Narvar recently acquired Lumi! In this episode, Stephan and Amit talk about the flux in consumer expectations, what it takes for brands to please customers now, and what's next for Lumi and Narvar.Visit the Lumi blog for links and images.

State of Demand Gen
230 - Why (and How) Marketing Should Take Ownership of the Buyer Journey | Talend Marketing Chats

State of Demand Gen

Play Episode Listen Later Dec 29, 2021 56:04


The major difference in between B2B and B2C marketing is that in B2C marketing owns the buyer journey. There is no sales team to close deals and for that reason, marketing has to create content that gets the buyer from initial view to check out. As a B2B marketer, it's time to start thinking more like B2C. When you do, you will start shifting your entire strategy. You'll no longer measure your efforts on the volume of leads you can generate for sales, but the quality and ease that sales have in closing them. In this episode, Chris talks about the future of B2B marketing and how it parallels what's been happening in B2C forever. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.

CHURN.FM
EP 146 | Tomer Suarez - How to convert your customer service from a “cost-center” into a profit driver

CHURN.FM

Play Episode Listen Later Dec 29, 2021 33:01


Today on the show we have Tomer Suarez, Co-Founder and CEO of Interai.In this episode, we talked about Interai's mission to bring consumer technology to enterprise companies, and how they use visual data mapping to bring together an organization's legacy tools without a single integration. Tomer then explains the process B2C enterprise companies need to take in order to achieve a 360 customer view, the problems they may face, and ultimately how it impacts retention. Finally, we discussed how customer service can shift from being cost center to a profit center.As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on Andrew@churn.fm. Don't forget to follow us on Twitter.

This Was The Scene Podcast
Ep. 160: Audio Karate w/ Jason Camacho

This Was The Scene Podcast

Play Episode Listen Later Dec 24, 2021 82:16


Before we start, feel free to support the podcast if you've been listening for a while by signing up for my Patreon for $1 and I will love you forever. From the suburbs of East LA, four Mexican American kids came together in 2001 to form the band Audio Karate and developed a unique sound that drew from their many influences such as Descendents and Jawbreaker. Their unique mix of melodic and emotional punk rock helped them develop a big fan base and quickly caught the attention of Kung Fu Records, who signed them in 2001 alongside bands like Blink-182 and Tsunami Bomb. Their blend of melodies and hooks set them apart, making it difficult to place them in any one genre. The band has mastered the art of writing infectiously catchy songs with deeply personal lyrics, while still remaining upbeat and fun.  They recently signed to Iodine Recordings and will be releasing a new LP this January called ¡OTRA! that features rare and unreleased music spanning the band's career, produced by Bill Stevenson of the Descendents and Trever Keith of Face to Face.  Audio Karate are also working on new music that will be released on Iodine later in 2022, and the band is gearing up for some music festivals and regional tours.  Thank you Casey Iodine for the intro to Jason whom I got on the Skype and this is what we chat about: Releasing old material on Iodine Recordings Having shows get shot up by local gangs 8-hour practices Their love for No Knife Kris Roe's assistance in getting them on Kung Fu Records Trevor Keith producing their record Recording with Bill Stephenson Holding their ground on artwork and stage show Their record Malo Why they got back together Almost getting killed by the African Mob And a ton more Check out my new book The Couples' Checklist for my webcomic dailyBred. It's a great gift for Valentine's Day. I also have an Instagram for it. If you market aggressively on Instagram Stories and want custom stickers then go here to get custom stickers or just email mike@drive80.com and I can send you samples. These are great for B2C companies and Realtors. Feel free to support the podcast for as little as $1 a month through Patreon Or go to thiswasthescene.com to possibly buy some merch.

Shane Barker's Marketing Madness Podcast
B2B Prospecting 101 with Sopro's Ryan Welmans

Shane Barker's Marketing Madness Podcast

Play Episode Listen Later Dec 23, 2021 21:24


Did you know that there is a difference between B2B prospecting and B2C prospecting? On today's episode, we have Sopro's Ryan Welmans to tell you about the major differences and how to do B2B prospecting right. Listen to Ryan as he shares: What makes B2B prospecting different from B2C prospecting? What are the best channels for B2B prospecting? How can B2B businesses sell more? On this episode, Ryan also shares fun stuff like what attracts him to crypto trading and where he would like to travel if given $100,000. He also shares a discount code for Sopro. So, if you want to leverage Sopro for prospecting, this can be your chance to save some money. Tune in to listen to Ryan talk about it all!See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

INspired INsider with Dr. Jeremy Weisz
[Top Agency Series] Leveraging Geofencing Marketing and White Labels With Justin Croxton, CEO of Propellant Media

INspired INsider with Dr. Jeremy Weisz

Play Episode Listen Later Dec 23, 2021 37:05


Justin Croxton is the CEO and Managing Partner of Propellant Media, a modern digital agency centered on geofencing marketing, Over-the-Top (OTT) advertising, digital advertising, search engine marketing, and lead generation. They have offices in Atlanta and Charlotte, and their clients are primarily small, medium-sized businesses in both B2B and B2C categories. Justin is also an Advisor for AdvisoryCloud. For five years, he founded and ran Que Commerce, a search marketing agency.  In this episode… If you're a B2B business owner, you know how hard it is to get your marketing message in front of decision-makers, especially through paid advertising. It's even more difficult when you have to target decision-makers in companies within your business area or a particular location. Perhaps you've been spraying your advertising budget, hoping something sticks.  What if there was a way to target, with precision, C-suite people with your ads right where they are? That's what geofencing can do for you. You can create a virtual fence around an area and display your ads to your target audience within that location. How can you leverage this strategy for your business?  Listen to this episode of the Inspired Insider Podcast with Dr. Jeremy Weisz featuring the CEO and Managing Partner of Propellant Media, Justin Croxton. They discuss geofencing and how it works, how brands are using geofencing to attract B2B clients, converting more clients on your website, and lots more. 

Everything Is Marketing
Amanda Natividad — Permissionless Co-marketing, Product-Led Content, & Cold Email Outreach

Everything Is Marketing

Play Episode Listen Later Dec 23, 2021 86:46


On the show today is Amanda Natividad. Amanda is the Marketing Architect at SparkToro and previously the Head of Marketing at Growth Machine.I wanted to bring her on because Amanda is a prolific marketer with experience in content marketing across B2C brands like FitBit and Liftopia as well as B2B with Growth Machine and their client base. She's amassed a Twitter following of over 36k. And she's an expert in all things digital PR and content strategy.You'll hear about the idea of permissionless co-marketing, product-led content, and how SparkToro is leveraging live Office Hours to move the needle on product adoption and retention.More on Amanda: @amandanat on Twitter amandanat.com The Menu newsletter SparkToro Office Hours Audience research newsletter Mentions: Wealthfront's career building companies Demand Curve Sponsored by Riverside — It's what I use to record both my podcasts, Everything Is Marketing and Default Alive, but I was using Riverside long before they became a sponsor. I used to use Zoom until someone interviewed me using Riverside and I knew I had to switch. I love it because they take local recordings on each side, which gives you a reliable connection and the highest quality audio and video tracks. Separate HD recordings, an iOS app, automatic transcription… It's made specifically for podcasters. Folks like Guy Raz from How I Built This, Courtland Allen from Indie Hackers, and even Hillary Clinton uses it if you can believe it. Check them out and all the other features they have at riverside.fm

The Productivityist Podcast
Wes Kao talks about Maven, Cohort-based Learning and Seth Godin

The Productivityist Podcast

Play Episode Listen Later Dec 22, 2021 46:25


As co-founder of the altMBA, Wes Kao helped create the modern cohort-based education movement with Seth Godin.  Wes has led over 150 launches for Fortune 500 brands and startups, and is recognized as a leading expert in B2C marketing. Now she's taking the category she helped create to the next level with her new startup Maven, the world's first digital platform for cohort-based courses. I learned heaps from this conversation as Wes unpacked all things cohort-based learning. Tune in to find out more about creating an engaging course, how the best courses evolve, growing your community, and the power of beta-testing.   Talking Points The rising trend of learning cohorts Some common mistakes made by first-time course creators Why it's never too late to start a cohort-based learning course The impact of people working from home How to make the most out of online learning Repurposing evergreen content into cohort-based course Quote "The less tools you have, the less things will break." Helpful Links AltMBA Episode 343: Consistency Over Authenticity with Seth Godin Wes Kao's website Wes Kao's Twitter Maven's Twitter Maven Want to discover some of the books mentioned on the podcast? Check out Scribd, my reading app of choice.   If you enjoyed the episode, please leave a rating and/or review wherever you listened to the episode. Also don't forget to check out all of our podcast sponsors found on our podcast sponsors page.   If you enjoyed the episode, please leave a rating and/or review wherever you listened to the episode. And if you want to have easy access to the archives of the show and ensure you don't miss the new episodes to come then subscribe to the podcast in the app you're using.

Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies
3 Pillars to Fill Your Pipeline and Grow Beyond the $3-Million Mark

Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies

Play Episode Listen Later Dec 22, 2021 14:22


After working for big agencies for part of her career, Josy Amann decided that starting her own business and getting rid of the commute would align more with her plans to have a family, so she co-founded Media Matters Worldwide. Today, her agency is an experienced, independent media strategy, planning, buying, and analytics partner that has grown beyond the eight-figure mark. In her interview with Jason, she talked about the "scrappy" first years of starting an agency, how she realized they needed layers and strategy to beyond the 3-million mark, and the three pillars to build your pipeline. 3 Golden Nuggets Learning to implement layers. They were a very linear organization for a long time and that worked well for them, but growing their business beyond the 2 million mark required a leadership team, as Josy realized, she calls this “putting layers in place”. Josy and her partner needed to get out of the business to run the business, and their leadership team was pivotal for that. So, when they first started the business, for example, they used to have an analytics lead. Now they have someone that minds the data, an analytic storyteller, and someone that does all the business intelligence and dashboarding. It is more expensive this way, but it definitely improves the level of the service they are able to provide. More clients or bigger clients? Once they were ready for growth, Josy knew it was important to have a growth strategy. You want to grow, but how are you going to attract bigger clients? Bigger clients bring the bigger dollars. “You can use the same team that you have built for a client half its size and really scale the agency,” she says. Some agency owners focus on having more clients at that point. That's valid, but you may end up adding a ton of people and having less profit. And when it came to getting those bigger clients, Josy had some names in mind, but also industries. Her agency has grown while remaining wide, with half of their clients being B2B and the other half B2C, and that has allowed them to ride through difficult times while exploring new industries. The pillars of building your pipeline. First of all, put your money where your mouth is. Do all the lead generation run, retargeting campaigns, LinkedIn, etc. Run on all the lead gen sites that are out there so that when people search for an agency they can find you. The second pillar, something that people don't talk about enough, is identify similar culture-like creative agencies, marketing agencies, and marketing consultants that you can take time and really build relationships with and be there for each other over time. And finally, get serious about PR and hire a PR agency and get out there, do things like this and be on panels and write articles and really be more involved in the ad community. Sponsors and Resources Gusto: Today's episode is sponsored by Gusto, an all-in-one people platform for payroll, benefits, HR where you can unify your data. Gusto automatically applies your payroll taxes and directly deposits your team's paychecks, freeing you up to work on your business. Head over to gusto.com/agency to enjoy an exclusive offer for podcast listeners. Subscribe Apple | Spotify | iHeart Radio | Stitcher | Radio FM What Are The Pillars of Building Your Pipeline & Attracting Bigger Clients? Jason: [00:00:00] What's up, agency owners? Jason Swenk here, and have another amazing episode coming from an amazing agency owner that's grown her agency to well over eight-figures. And we're going to talk about how she's done it. So let's go ahead and get into the show. Hey, Josie. Welcome to the show. Josy: [00:00:24] Thanks, Jason. Nice to see you. Jason: [00:00:26] Yeah, you too. So tell us who you are and what do you do? Josy: [00:00:31] I am Josy Amann. I'm one of the co-founders of Media Matters Worldwide, and I started the business with a business partner, Taji Zaminasli. Jason: [00:00:40] Awesome. And are you guys still business partners? Josy: [00:00:42] We sure are, since 2005. Jason: [00:00:44] That's amazing. Josy: [00:00:46] We've been working, talking every day for over 20 years. I feel very blessed. Very lucky. Jason: [00:00:53] Well, tell us, how did you get started? I'm always curious why people, like, where were you accidental? Did you guys have a mission to do? How'd you guys start? Josy: [00:01:02] I, you know, I, we both had worked at the big agencies. That's how we got our start right out of college. We've always been in media. That was, that was the beginning. And then I think it was 28, we were working at an agency together. That's how we met. We were working at a performance agency and I said, how are we ever going to work at this pace and commute and all of these things and have a family? Like I knew I wanted to have a family, had just gotten married, at 26 I knew that was on the horizon. So that was a big piece of kind of the thought around starting our own agency. We also had really unique backgrounds in that Taji was in buying and broadcast. And I was in planning. We just had very different backgrounds that came together. So we knew we could create a holistic solution for a media company. Jason: [00:01:51] Awesome. And what was it like the first couple of years? Now you're where a lot of the listeners are wanting to be right now. You guys have an independent agency that's doing really well, it's growing. But obviously, it didn't start that way. Josy: [00:02:08] Yeah. The scrappy days, right? Uh, so Taji and I both, when we started the agency, we didn't, we didn't raise money. We didn't have any… we weren't like trust fund babies or anything like that. It was all kind of bootstrap. So when we started the agency, we said, why don't we become a freelancing team. And we'll become an arm of some of the bigger agencies. We've worked for Gyro and they did all of their media and it was a really great way to get our foot in the door and it kind of bought time so that we could get our clients of our own. So that's kind of how we started. Then we started getting clients of our own. Then we moved away from the agency model and that just kind of built upon itself. And as we grew and as we saved money, that's when we started to hire. And I think that's why it's taken 16 years. Jason: [00:02:55] Exactly. Overnight success in 16 years later. Looking back, especially, uh, I always talk about, it's easy to get to the million mark by accident, or maybe even the two or maybe even the $3 million mark by accident. But really kind of scaling it from there, you have to have the right systems or the right team member in place. What systems or teams or rolls did you feel that you needed in order to get you to the level you{re at now? Josy: [00:03:26] Yeah, you've obviously done this before. I could have used your advice years ago, but by trial and error. We learned that as we grew, we needed layers. We were a very linear organization for a long time and that served us well. And to your point, got us to the million, 2 million mark. But to grow the business, we needed more layers and also a leadership team. And that has been pivotal to our growth. So having a leadership team, having the layers, it a hundred percent key cause Taji and I needed to get off the business so we could run the business. And the leadership team has really allowed that. Jason: [00:04:04] Yeah. What were the layers? Like, give us example of some of the layers. Josy: [00:04:08] Yeah. So instead of where we started our business, we would just have, say like an analytics lead. Now we have someone that minds the data. We have an analytic storyteller, and then we have someone that does all the business intelligence and dashboarding. So in ways business has become more expensive cause we need three people to do the job that one person did years ago. But the services and the level of customer service we're able to provide. You need those layers. Jason: [00:04:39] Yeah. And talk about a little bit about the team structure. Like, because obviously, you guys have gone through many different levels over the years, right? From, you know, the infancy of getting the $2 million mark and so on. If you had to go back and do it over again, or if you're chatting with someone that's at the two or $3 million mark and they really want to excel past the eight figure mark, what would be some of the important things that you would tell them? Josy: [00:05:08] Hm, come up with a strategy for new business because I think that's one of the things when we really… We knew we could scale the team. We knew we were ready for growth, but how are we going to get the bigger clients? Because the bigger clients are what bring the bigger dollars. You can use the same team that you have built for a client half its size and really scale the agency. So coming up, we came up with this marketing flywheel we called it. And really a three-pronged approach to getting new business. And I think that really started to fuel the funnel and get us in front of bigger names. Jason: [00:05:50] Taking care of your employees has never been more important than right now. And while paydays are great, running payroll is a major pain. From calculating taxes, deductions, compliances, none of it's easy, unless of course you have Gusto. Gusto is a simple online payroll benefits built for small business. Gusto automatically applies your payroll taxes and directly deposits your team's paychecks, freeing you up to work on your business. Plus with their help, you can offer benefits like 401ks, health insurance, workers' comp, and a lot more. And because you're a smart agency masterclass listener, you're going to get three months free once you run your first payroll. Go to gusto.com/agency. That's gusto.com/agency for three free months. I like that you said bigger clients because a lot of agencies, when they think of scaling, they think of, I need more clients. That's a possibility. If you want to add a ton of people and make a lot less profit. So when you started saying I want to target bigger customers, did you get specific and going, like let's start naming them and coming up like a hit list or did you start picking a particular market? Josy: [00:07:10] Yeah, it was kind of twofold. Yes, definitely picking up names, but it was also thinking about industries. And we've always been an agency, we've had half of our clients, B2B and half B2C. And I feel that has given our agency strength, just the people working for, uh, the agency specifically, but it's also given us the ability to kind of ride through difficult times. So in COVID, for example, the beginning of COVID, we had some of our retail clients that only, they don't even have e-commerce, shut down their stores, shut off their budget. Who was still up and running? All of our B2B clients. So that really helped us weather the storm. And we've learned over 16 years, you know, we've made it through the 2008 crisis and different ups and downs of the business through the years, that kind of balance of portfolio has always helped us. And in the B2C realm, same thing, you know, looking at the industry, looking at what the hot challenger brands are is really key too. When you look in the FinTech space and the beauty space, they're really changing the world of media and that's exciting and it builds your portfolio. You're not just doing the same same. Jason: [00:08:20] And now you have a bigger team that you can kind of focus on multiple industries. Would you have done it different? Do you think if you picked one particular industry in the very beginning, laser focus, do you think you could have gotten to the level quicker, or are you glad that you were spread out. Josy: [00:08:37] I'm glad we were spread out. There was a moment in time before really it was popular to be women-owned at the time, but we said, you know, why don't we embrace kind of who we are instead of always hiding that we're women-owned business, which we did early on. Why don't we embrace that and focus on only, you know, women focus brands, sustainable brands, eco brands? So we thought about going in that direction and then it just seemed too limiting from where we came from, but it actually opened up the doors. So I think just that like opening up of the universe to say, we want to go in that direction, opened up those brands for us. Um, so, you know, whether it worked or not, but I don't think I would've done anything differently because again, it's so exciting to learn about all the different industries. And I think our people love it too. It's constantly making you think about different audiences and how to reach them. Jason: [00:09:29] And I think you mentioned kind of three pillars and building that pipeline, what were they, or what are they? Josy: [00:09:36] Yeah, the first was put your money where your mouth is and do all of the lead generation run retargeting campaigns, run on LinkedIn, run on all the lead gen sites that are out there. So that when people are looking for you paid search, you're there. Step number one. Step two is identify similar culture like creative agencies, marketing agencies, and marketing consultants that you can take time and really build relationships with and be there for each other over time. So not just a meet and greet, but really have brainstorming sessions and really be there to help each other. That, that has brought in a lot of business as well. And then the third is really get serious about PR and hire a PR agency and get out there, do things like this and be on panels and write articles and really be more involved in the ad community. Jason: [00:10:32] Yeah, I totally agree. And because there's so many agencies that just depend on one channel. And you know, they look at well, we're just relying on all the business coming on a Facebook. I'm like what is Facebook changes, right? You need all the other… Josy: [00:10:48] What if it changes? Jason: [00:10:50] Yeah. And I love that you built strategic partnerships too, because not many people do that and they just… You know, I get those emails all day long going, hey, you got a big audience of agencies. You send out my email. I'm like, how is that a relationship? That's just a, it's a transactional thing. It's like, Hey, why don't you try to help someone and then become friends and then you could both take over the world together, a small part of the world? Josy: [00:11:18] That's business, right? I mean, that's what it should be about, should be about relationships. It should be leaning on each other. It should be about transparency. Jason: [00:11:25] Yeah, exactly. Well, Josy, this has been amazing. Is there anything I didn't ask you that you think would benefit the audience? Josy: [00:11:32] Maybe advice around, uh, we've been a remote agency since 2005. That's when we started the agency, that was one of the ways that, like I said earlier, how are we going to have a family? We're still gonna work our tails off, but taking away the commute might help. So we started a virtual agency back in 2005. Which, you know, we didn't have all the tools we have today. So people, I get a lot of other agency owners calling saying, how, how can you give me advice on how to kind of weather the storm and how to create this remote agency that we've now, you know, we've canceled all of our office space and now we have a remote agency. How do we fix it? Cause people aren't super happy. And, I would say hire people that love to work from home. And I think that's what we've always done. We've always hired more senior people, people that don't need handholding trailblazers. That's created a different kind of agency culture, which we love, but hire people that really love to work from home. Cause if they don't, they're never really going to embrace it. Jason: [00:12:40] Yeah. Yeah. And I know. And when you're a virtual agency, it really kind of takes the handcuffs off of you for finding talent because there's amazing talent all over the world. In a lot of remote cities, we were, I was chatting with some of the mastermind members and people are like… And they're all over the world. And, and some of were in California and New York, and they were like, are your employees coming to you asking for raises because everything's costing more? And everyone was like, yup, yup, yup. But one person and he was in Kentucky and were like, we all need to recruit from Kentucky. Josy: [00:13:16] Yeah. I love having our employees all over the country. It not only helps with hiring, but it also helps with times zones. We have a lot of global clients. So being able to kind of have people pinch hit early in the morning or late at night is super helpful. Jason: [00:13:29] Yeah, it's awesome. What's the agency website people go and check you guys out? Josy: [00:13:34] Oh, mediamattersww.com. Jason: [00:13:36] Awesome. Well, everyone, if you guys enjoyed this episode, make sure you subscribe. Make sure you go to their website. Say a thank you to Josie for coming on and giving you guys a lot of value. And if you guys enjoyed this and you want to be around other amazing agency owners where they're sharing out strategies that are currently working right now and having fun and, and a lot of times it can be your shrink when things go blow up. We all need that, right? Because who else are we going to go to? I'd love to invite all of you to go to the digitalagencyelite.com. This is our exclusive mastermind just for agency owners. We'd love for you guys to apply. And until next time have a Swenk day.

ForbesBooks Radio
Featured Guest: Dr. Debbie Qaqish

ForbesBooks Radio

Play Episode Listen Later Dec 22, 2021 32:54


If you run a B2B or even a B2C, you've probably dipped your toe into marketing automation. Joe's guest this week became one of the pioneers of digital marketing when she purchased her first marketing automation system in 2004 (two years BEFORE Twitter was founded). Then in 2007, she moved from practitioner to trusted advisor for marketing leaders when she became a partner of the Pedowitz Group. Her name is Dr. Debbie Qaqish, and she is the author of From Backroom To Boardroom: Earn Your Seat With Strategic Marketing Operations.

The Logistics of Logistics Podcast
5 Reasons You Lose Customers with Paula Courtney

The Logistics of Logistics Podcast

Play Episode Listen Later Dec 20, 2021 41:59


5 Reasons You Lose Customers with Paula Courtney Paula Courtney and Joe Lynch discuss 5 reasons you lose customers. Paula is the CEO of The Verde Group, a Customer Experience (CX) research consultancy specializing in measuring, tracking and improving the specific customer experiences statistically linked to growing revenue, market share, and customer life-time value (LTV). About Paula Courtney  A passionate change agent and entrepreneur, she believes that organizations remain competitive and profitable when they are brilliant at the basics of service delivery. As President of The Verde Group, a global market research consultancy specializing in helping companies improve customer retention, Paula leads the development of new research methods for helping companies quantify the financial impact of their customer experience. The Verde Group's Canadian and US retail studies have been published globally in over 35 publications including Business Week, Forbes, the Wall Street Journal and Fortune. A frequent conference presenter, Paula has delivered keynote presentations for various industry and professional associations and is also a regular guest lecturer at the Wharton School of Business. Paula also sits on the board of Covenant House, Canada's largest agency serving youth who are homeless, trafficked or at risk. Paula holds a BSc in Psychology and a post graduate certification in Personnel & Industrial Relations (CPIR) from the University of Toronto. Paula is also fluent in French, Spanish and Portuguese. About The Verde Group The Verde Group is a Customer Experience (CX) research consultancy specializing in measuring, tracking and improving the specific customer experiences statistically linked to growing revenue, market share, and customer life-time value (LTV). Our proprietary experience analysis methodology is known as Revenue@Risk Analysis. Based on decades of social science academic research and practical in-market business application, Revenue@Risk uses dissatisfaction analysis of problem experiences to understand why customers behave in a certain way and what actions to take to alter those behaviours. Verde Group has applied Revenue@Risk successfully for nearly 20 years with Fortune 500 clients in technology, manufacturing, pharmaceutical, retail, and financial services categories. Their practice is roughly 65% B2B and 35% B2C. Key Takeaways: 5 Reasons You Lose Customers Paula Courtney is the President of The Verde Group, a Customer Experience (CX) research consultancy specializing in measuring, tracking and improving the specific customer experiences statistically linked to growing revenue, market share, and customer life-time value (LTV). In the podcast interview, Paula explains the 5 reasons you lose customers. Reason 1 – Lack of customer support. When customers don't receive the customer support that they expect, they may begin looking for alternatives. Poor follow-up, getting the run-around, and being transferred by phone repeatedly without resolution is frustrating and damaging to customer relationships. Reason 2 – Ineffective problem resolution. There are more channels for customers to connect than ever before, however, if the customer is not able to get quick and effective resolution to their problems, they will move on. Reason 3 – Digital tools that are overly complicated or don't meet customer expectations. Technology that is supposed to improve the customer experience can sometimes be overly difficult to use and actually negatively impact the experience. Reason 4 – Lack of consistency across channels. Technology has enabled companies to engage with their customers in multiple channels (website, social media, phone, email, app, etc..) and the policies, procedures, experience, and outcomes must be consistent. When customers have different experiences across different channels, they lose faith in the company. Reason 5 – Lack of proactivity. Customer expectations are always rising and successful companies will always look for ways to deliver more for their customers. Get closer to your customer and find new ways to add value. Key areas associated with revenue growth: Frictionless experience Effective recovery from problems Engagement with customers The Verde Group helps their clients prioritize and tackle the customer experience problems that negatively impact their business. The Verde Group utilizes a unique non-traditional customer dissatisfaction research and social science-based Attitude-Behavior Consistency Model, which enables them to to isolate the most business-critical pain points across the customer journey, financially quantify revenue at risk, and reverse your customers' most damaging experiences. Learn More About 5 Reasons You Lose Customers Paula Courtney LinkedIn The Verde Group Logistics case study HBR Article The Logistics of Logistics Podcast If you enjoy the podcast, please leave a positive review, subscribe, and share it with your friends and colleagues. The Logistics of Logistics Podcast: Google, Apple, Castbox, Spotify, Stitcher, PlayerFM, Tunein, Podbean, Owltail, Libsyn, Overcast Check out The Logistics of Logistics on Youtube

Unpacking the Digital Shelf
INTERVIEW: The Rising Importance of First Party Data, with Shelley Bransten, Corporate Vice President, Global Retail & Consumer Goods Industries at Microsoft

Unpacking the Digital Shelf

Play Episode Listen Later Dec 20, 2021 46:11


For brands to tell stories and connect with consumers personally and at scale, the right first party data is increasingly becoming the essential fuel. Shelley Bransten took the learnings  at top retailers like Smith & Hawken, Williams Sonoma, and 15 years leading customer marketing at the Gap, and is now applying them for the entire industry through her role as the Corporate Vice President, Global Retail & Consumer Goods Industries at this scrappy little startup called Microsoft. Essentially, these days everyone needs to fail and learn fast in order to take advantage of the fast-changing opportunities to connect with consumers and earn their loyalty. Sherry joined Rob and Peter to discuss how she and the teams at Microsoft are focusing not only on helping brands amass and manage data, but on the even more vital task of driving valuable action out of it.

Action and Ambition
Taimur Rashid Provides Innovative Financing and Support to All Sectors of The Mobility Industry Worldwide

Action and Ambition

Play Episode Listen Later Dec 20, 2021 24:03


Welcome to another episode of The Action and Ambition Podcast! Joining us today is Taimur Rashid, CEO of Auto1 FT. Auto 1 Fintech bundles all relevant financial solutions for car dealers in a fully digital, fast, and straightforward environment. Its main aim is to make automobile financing in both B2B and B2C sectors simple, fast, and above all digital. Auto 1 FT was founded in late 2017 and currently operates in Germany, France, and Australia. Don' be left behind. Tune in to learn more!

The Indian Startup Show
The Best Bits of The Indian Startup Show (16)

The Indian Startup Show

Play Episode Listen Later Dec 18, 2021 89:48


Today you will hear some of the best guests I have spoken to  over the past 12 months. You will hear from  Raghav Gupta, the co-founder of Nymble labs. (2.57)  His team has built a personal cooking assistant called Julia, so we talk about his appearance on TV. He talks about how they have developed the robot since we last spoke, talks about raising finance ,setting up offices in China and California. Next we have Nitesh Salvi Founder & CEO of Pocket52 (39.11)  on building India's largest poker platform .He talks about how he went from playing poker in the late nights in his student dorm with friends to building India's largest poker platform. And last but not least we have Yash Pariani  (1h.08m) co-founder of The Indian Gaming League (IGL) . On building India's most popular e-sports league & the booming indian e-sport scene.Catching up with Raghav Gupta, the co-founder of Nymble labs.(2.57)  He came on the show back in November 2017 and he is back again with an update. His team has built a personal cooking assistant called Julia. We talk about his appearance on TV. How they have developed the robot since we last spoke, talks about raising finance ,setting up offices in China and California. Talks about why they are changing market focus from India to US. Gives great advice on customer development and how they qualify customers. Talks about becoming comfortable with uncertainty. He talks about how they demoed the robot at TechCrunch robotics conference without paying $$$$ for a booth. And finally we got some music at the end of the show.in this conversation we talk about:-Being VC backed & new business modelHow they came up with research goalsDeveloping a Customer Development process that helped gather more insights about consumers.How they separate feedback from noiseHow they capture the feedback.Taking the cooking robot to the houses of people who had signed up in SF, San Diego and LADealing with the coronavirusThoughts on the b2b and b2c marketsDealing with the competitionDon't fall in love with your product. Fall in live with the problem!Nitesh Salvi Founder & CEO of Pocket52 (39.11)You Got to Know When to Hold Them, Know When to Fold Them! Today I speak to Nitesh Salvi,  founder and CEO of Pocket52.   He talks about how he went from playing poker in the late nights in his student dorm with friends to building India's largest poker platform. He talks about how they build trust and loyalty on the platform. Talks about getting rejected over 150 times despite already having a previously successful exit. He talks about creating a white label business as well as a B2C model. Talks about the psychological side of Poker. Dealing with fraud. And we talk about gambling responsibly  and finally he talks about his  biggest wins and losses on the poker table! and much more.in this conversation we also talk about Growing the user baseSpending 6/7 researching the marketCoin dumpingBuilding a scalable productThe importance of using Lava lamps!Pitch deck adviceCreating the right environment for customersAdvice for first time entrepreneursPlaying poker with his familyReading peopleYash Pariani  (1h.08m) co-founder of The Indian Gaming League (IGL) The Indian e-sport scene is booming. So today I speak to Yash Pariani co-founder of The Indian Gaming League. IGL is India's most popular competitive gaming and esports league that hosts gaming tournaments online and they are growing fast!  IGL hosts daily online tournaments and battle royales across all your favourite game titles like Call of Duty Mobile, Fortnite, Dota 2, Fifa 20, 8-Ball pool, Clash Royale, Pubg and many more. So in this episode he talks about how he is creating an infrastructure for Indian gamers. Talks about building trust within the community. How demonetisation helped the esports industry in India. Talks about esports as a respectable career.and finally he talks about Steve Jobs, dealing with concerned parents and dealing with cheats!In this conversation we also talk about:Stats so farKey learnings as an entrepreneurWhy Fortnite became a hit gameWhat you need to be a top esports player?Streaming gamesEsports v traditional sportsWill it become an Olympic eventOffline tournaments v online tournamentshow much can you win?Thoughts on starting your own Esports teamFemale E-gamersSeeking challengesif you need something to do during these challenging and difficult times and want some inspiration and need some creativity. check out Skillshare. Skillshare is an online learning community with thousands of classes in design, business, tech, and more. Anyone can join the millions of members in our community to learn cutting-edge skills, network with peers and discover new opportunities.Try Premium free for 2 months and access all my classes!https://www.skillshare.com/r/user/neilpatelmusic by Punch Deck. https://open.spotify.com/track/4XfCbGXHPfStMMtghzjqfe?si=f79e5abeed7c480e  

Lambda3 Podcast
Lambda3 Podcast 278 – Dev Relations: o que é?

Lambda3 Podcast

Play Episode Listen Later Dec 17, 2021 100:10


Hoje o podcast da Lambda3 fala sobre a área de Dev Relations e como ela pode ser importante para a empresa. Feed do podcast: www.lambda3.com.br/feed/podcast Feed do podcast somente com episódios técnicos: www.lambda3.com.br/feed/podcast-tecnico Feed do podcast somente com episódios não técnicos: www.lambda3.com.br/feed/podcast-nao-tecnico Lambda3 · #278 - Dev Relations: o que é? Pauta: Dev Rel é um papel ou uma área dentro de uma empresa? A diferença de Dev Rel em empresas grandes/pequenas, focada em produtos pra dev, ou focada em B2B ou B2C. Dev Rel em contratação, vale? Diferença Dev Rel e Community Manager/Dev Advocate Qual a distribuição no dia a dia entre conhecimento técnico / marketing / produção de conteúdo? Dev Rel coda? Quais as principais ações levantadas pelo Dev Relations dentro da empresa? Links Citados: Existe uma área muito importante na TI e você não sabia! - YouTube Pessoa Developer Recruiter at Lambda3 (trakstar.com) Podcast - Lambda3 no GPTW 2020 | Lambda3  The Subtle Art of Being A Developer Advocate - DEV Community The Business Value of Developer Relations : Mary Thengvall : 9781484237472 : Blackwell's (blackwells.co.uk) The Developer Advocate's Guide to Metrics and Reporting (theworst.dev) The Product Marketing Manager: Responsibilities and Best Practices in a Technology Company eBook : Weber, Lucas: Amazon.co.uk: Kindle Store Book | DevRelX | Developer Marketing & Relations - The Essential Guide Christina Warren (@film_girl) / Twitter Chloe Condon (@ChloeCondon) / Twitter Participantes: Vítor Norton - vtnorton Glaucia Lemos - @glaucia_lemos86 Lucas Santos - Lucas Santos (lsantos.dev) Thaíssa Candella - @thaissacandella Edição: Compasso Coolab Créditos das músicas usadas neste programa: Music by Kevin MacLeod (incompetech.com) licensed under Creative Commons: By Attribution 3.0 - creativecommons.org/licenses/by/3.0

The Marketing Book Podcast
362 Product Led SEO by Eli Schwartz

The Marketing Book Podcast

Play Episode Listen Later Dec 17, 2021 78:50


Product-Led SEO: The Why Behind Building Your Organic Growth Strategy by Eli Schwartz About the Book: Nothing can take your business to the next level like great search engine optimization (SEO). Unfortunately, it's not always easy to know what will successfully drive traffic, leads, and sales. If you want to stand out from your competition, your SEO needs a distinctive blend of creativity and logic. Maybe you're a marketing manager or executive who is responsible for SEO growth but do not fully understand how it works. Or maybe you are a seasoned SEO pro looking to optimize further. Either way, this book is your behind-the-scenes guide to online visibility. When it comes to SEO, success often depends not on what you do but on how you do it. That is why Product-Led SEO digs deep into the logic and theory of SEO instead of offering step-by-step guidelines and techniques. You will learn to develop your own best practices and see where most SEO strategies go astray. If your main goal is driving traffic, you are leaving sales on the table. About the Author: Eli Schwartz is an SEO expert and consultant with more than a decade of experience working for leading B2B and B2C companies. Eli's strategies have generated millions of dollars in revenue for some of the internet's top websites. He has helped clients like Shutterstock, WordPress, Quora, and Zendesk execute highly successful global SEO strategies. As head of SurveyMonkey's SEO team, Eli oversaw the company's global operations, helped launch the first Asia-Pacific office, and grew the company's organic search from just 1 percent of revenue to a key driver of global revenue. Eli's work has been featured by TechCrunch, Entrepreneur.com, and Y Combinator, and he has given talks at business schools and keynoted conferences around the world. And, interesting fact – on 9/11 he was working in a job across from New York City's World Trade Center and didn't go to work that morning because he was angry at his boss. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/product-led-seo-eli-schwartz

Business Bros
Getting consulted vs Wanting to be consulted with Shawn Khorammi

Business Bros

Play Episode Listen Later Dec 16, 2021 34:57


867 President and Founder Shawn is a serial entrepreneur, having started and managed more than a dozen businesses across an array of industries, with special focus on e-commerce Shawn is a serial entrepreneur, having started and managed more than a dozen businesses across an array of industries, with special focus on e-commerce. Shawn's business-savvy mindset dates back as early as his teenage years. As a teenager, Shawn started a real estate management firm with a focus on automation to create growth, a business he eventually spun off in favor of finishing college. Shawn went on to receive degrees in mathematics, economics and computer science from UCLA, and a Juris Doctorate from Pepperdine University School of Law. Over the years, Shawn has founded, purchased, and managed various businesses. This includes everything from law firms to brick and mortar outfits in the hospitality and restaurant industry, to online businesses focusing on B2B and B2C. Along the way, he has continued his formal education with a focus on business operations, marketing, and sales. Having managed thousands of employees servicing tens of thousands of customers large and small across the country, Shawn has developed expertise in broad range of matters. He has personally managed and overseen all aspects of internal management, such as operations, strategies and planning, marketing, sales, finance, legal, and human resources. ________ Want your customers to talk about you to their friends and family? That's what we do! We get your customers to talk about you so that you get more referrals with video testimonials. Go to www.BusinessBros.biz to be a guest on the show or to find out more on how we can help you get more customers! --- Support this podcast: https://anchor.fm/businessbrospod/support

The Marketing Agency Leadership Podcast
How to Suck at Sales and Charge More Money

The Marketing Agency Leadership Podcast

Play Episode Listen Later Dec 16, 2021 31:52


Matthew Hunt built and sold two agencies over the past decade. Automation Wolf is his third iteration. In his second agency, after losing almost two years of momentum because he never “got around” to marketing his own business, he hired another marketing agency to promote his agency. Although he was not completely satisfied with the result, he says, “80 percent done is better than not done at all” and his agency finally gained momentum and grew. In this interview, Matthew explains his understanding of what a lot of agencies don't understand – that clients are “not looking for a do-it-yourself model or a done-with-you model” and “not looking to coach-and-consult it.” He claims, “They're looking for done-for-you model.”  Matthew believes that most agencies should probably not be trying to do for themselves what they do for their clients. He has found that webinars, epic inbound-outbound marketing efforts, and labyrinthine Rube-Goldberg-machine sales funnels don't work. He proposes that the most important website component for agencies with under a million dollars in annual revenue is a “ten-minute amplifier video,” where the owner-founder (usually an agency's best salesperson) articulates the transformation the agency can provide for its clients. Skip the blogs. Skip the podcasts. The abbreviated VSL (video sales letter, which Matthew says needs to be “done right”), social proofs of success (before-and-after reports, analytics screenshots, and brief descriptions of how the agency effected change), a scrolling list of customer testimonials, and the price are all a smaller agency needs to drive business. The goal is to get as few leads as possible but to get pre-qualified, pre-sold leads and to close them all.  As it grows, the “filter” for an agency is not how much money it will take to scale, but how much time you can put into it. Matthew holds that low effort, high-impact demand generation is the most effective way to generate business. He recommends connecting with clients and potential clients on LinkedIn and posting helpful, short-form (snackable) content to build relationships and entice potential customers to the agency's VSL. Matthew says, “People only buy from people they know, like, and trust, and no selling can be done until you actually establish trust.” He then goes on to say that the biggest mistake many people make with inbound and outbound is they're always trying to sell too early.” Matthew discusses the challenges an agency faces in building an agency team and a “referral engine” and the strategies he has employed to move his agency quickly through the phases of startup . . . stay up . . . and scale up. He can be found as Matthew Hunt on LinkedIn or on his agency's website at: automationwolf.com. ROB: Welcome to The Marketing Agency Leadership Podcast. I'm your host Rob Kischuk and I am joined today by Matthew Hunt who is the founder at Automation Wolf based in Toronto Ontario, welcome to the podcast, Matthew. MATTHEW: Thanks, Rob. Thanks for having me. ROB: It's excellent to have you here. Why don't you start off by giving us the rundown on Automation Wolf? What is your sweet spot? MATTHEW: Automation was created because it was one of my own problems. I wish I had had this service when I built my first two agencies. Most agencies, at the end of the day, suffer from what we call the cobbler's kid goes with no shoes syndrome – where they're so busy taking care of their team and their existing clients that they never get around to doing their own marketing. I remember my second agency, so this is my third agency. I've had two that I sold in the last ten years and built – this is the third one. But my second one, I remember losing almost two years of momentum because I kept thinking we were going to get around to doing our own marketing. Finally, after two years, I finally bit the bullet. I hired another agency to do marketing for our marketing agency. It wasn't done perfectly, but I'll tell you something – 80 percent of done is better than not done at all. So even though I didn't think it was perfect and it wasn't exactly what I wanted, it provided so much momentum. That's when we really started to grow, so sometimes you just got to do it. ROB: What was the lag time from pulling the trigger to impact? Because there's kind of some shortcuts . . . there's some cheats . . . there's some fast forwards you can do and then you really have to do the work and build the engine, right? MATTHEW: Yeah, totally. What's really interesting is another thing a lot of marketing agencies tend to make mistakes with is they think what they do for their clients is what they should do for themselves. Nothing could be further from the truth. I spent a lot of time doing a lot of inbound marketing and then even trying outbound marketing. In general, both were pretty epic failures for my agency. Same thing with webinars or doing other things like this . . . they really did not produce the results that I was after. I would say that's the case for most marketing agencies. They can't understand, or there's two things – one is it becomes sort of, for lack of better vocabulary, but of a mind eff because it works so well for your clients, but then it doesn't work for you. The second thing, right? You're like, “Why is this working for clients but my own damn agency, it doesn't work for.” The second thing is a lot of times the thing that they do for their client isn't the right thing for them because they're not – they shouldn't be using the same filter, The filter you should be using for your own agency is really a different question than the money question. That's usually what people are asking, like “What's the ROI and how much money can I throw at this thing to scale this thing up?” That's not the real problem for them. The real problem is time. How much time can you provide? What you want to look at is, “What is the thing that we can do as an agency that is a low effort but yet high impact? That's the first thing. So, to get things in the right order. Once you use that as a filter, what you're going to discover is, it's much like growing up as a kid – if you've ever raised kids. I've got 3 of them myself now. But they have to learn how to sit up first before they crawl. Then they learn how to crawl and then they learn how to walk, and then they learn how to run. Then, when they get to be – my kids' age now is teens, they start to do backflips off the back shed of the house and you go, “My god! Get off the shed! Why are you on the roof?” Right? But that's a good problem to have. That's one filter. The next thing is really understanding. You know how your ideal clients actually buy and where your best customers come from. Once you understand that, then you start making the right marketing decisions. A lot of agencies, what they don't understand is their clients don't actually want to know how to do something – they're coming to you because they're not looking for a do-it-yourself model or a done-with-you model. They're not looking to coach-and-consult it. They're looking for done-for-you model. They're also busy as well, too. In general, the first thing that most agencies need to do is get their ten-minute amplifier video on their website that explains what sort of transformation they provide for other people. The reason why you want to do this – some people call the VSL, but a VSL is way too long. If it's more than ten minutes, it's too long. That's the first asset you need because, what it does, it multiplies you. Usually, who's the best salesperson in your organization? Yeah, usually owner-founder. If you can create your signature system and you can clearly articulate the transformation that you provide for people – from the before and after state that they're going to receive – in ten minutes or less and you don't gate the video, people will watch it and they will fill out your contact form and you've already done the demo. So, then you're only getting people . . . and you should put the price in there too and that is the only thing you need. And if you're a marketing agency that's under a million dollars per year, if you do anything else besides that VSL and a whack of testimonials down below, you are totally wasting your time. Do not do anything else. Do not blog. Do not create a podcast. Do not. You do not get to collect go and collect your two hundred dollars. That is where you need to start. If you haven't done that, that's the only thing you need to do. Then you need to find a way to get people to that VSL. Getting them there is not as hard as you think. You don't need as many people as you think either, because the goal is not to get lots of leads and fill your calendar with loads of leads. The goal is to get as few leads as possible but close them all. And have them pre-qualified before they get there, right? And if you can have them pre-qualified, pre-sold, then the time that they get to you – you can suck at sales and you can charge more. Because you shouldn't seem like everybody else – which is like all your other competitors – which is probably a sea of sameness. If – just go ahead and do this – please type in digital marketing agency of any kind that you want. You go and do this right? Go to Google right now, I dare you to pause this and go and look. I want you with it, quickly go and look at all the digital marketing websites from city to city to city, from service offer to service offer – you all look exactly the freaking same. Then I dare you to go and look at your Google analytics or whatever analytics tool you want to look at and look at what is the average time on your website. It's probably a minute. What do you think all this other stuff is doing for you at the end of the day? I know you sell this as a service – to blog and create content and to run ads into having these epic crazy labyrinth funnels that one thing triggers to another thing, which triggers this email, and this triggers this upsell, in this downsell and ends up turning into this giant Rube Goldberg machine which is totally cool. Don't get me wrong – I am wowed by it. It is awesome and there was so much work into it, but it didn't do anything for you. It didn't create any transformation. It didn't help you, except for create a whole lot of noise, a whole lot of effort, and provided very little impact for you. So, these are some things I want you to consider. The other thing I want you to consider is usually when you're focused on inbound and/or outbound, it's very, very small thinking. It does not leverage what you have already created because most agencies, right, or businesses, begin organically and grow out of referrals. The business grows, which is awesome. But what happens is the business grows and you get some people on payroll and then you have mouths to feed and mortgages to cover and it starts going, “Oh, crap! This is a serious business!” And then you go, “Oh, a client left.” Or, all of the sudden you have a bad month or Covid hits and shish hits the fan and you're like, “I need a consistent way of getting business,” and so you think the solution is . . . more leads. You're like, “Hey, that worked for my clients and B2C. We sent the gym or the dentist or the lawyer the whatever more business and they're loving it. This is going to work for my agency too.” And wrong. It doesn't, you don't need leads, what you need is a consistent way of getting more referrals and staying top of mind with your existing clientele, with your existing partners with, your existing network at the end of the day, without coming across as being salesy or sleazy because nobody likes to be marketed to. Including you, right? Marketers are the most jaded people in the world, right? Nobody likes to be sold to – so it has to feel invisible. So, if it has to feel invisible, it has to be low effort but high impact. Well, what do you do? What I usually recommend is that you look at doing something called Demand Gen. Demand Gen is just a simple way of saying putting helpful content out there that makes people more awesome and gives you the ability to do one to many selling, ideally to your existing warm network. Now, if you're going to do that, a great place to begin is emailing them if you have a list with your database but more ideally, that feels like marketing, a better thing to do is make sure you're connected with them on a place like LinkedIn and then publish little short snackable content on LinkedIn where they go. They don't go to LinkedIn to consume long-form content or read articles or blogs they go to LinkedIn because they treat it like any other social media network and they're in the mindset to discover, maybe learn something very quickly, and/or most likely procrastinate before and after meetings, right, is what they're doing. If you do, that your warm network will see you being helpful and will keep you top of mind. Then they continue to send you referrals. Good things happen and more opportunities come up because, at the end of the day, people only buy from people they know, like, and trust. No selling can be done until you establish trust. So, the biggest mistake that people make with inbound and outbound is they're always trying to sell too early. It's they're eager beavers, right? ROB: So, we poke in tactically a little bit on LinkedIn. Obviously, strategy level makes sense. Tactically, you get all sorts of advice all over the map. You have your brand page. You have companies developing entire initiatives around getting their team to share their brand content. Sometimes there's just the founder as a salesperson in an authentic way. What kind of mix of activity do you see as effective? It seems to me it's a golden age in LinkedIn right now. I see nothing but opportunity there. But there's a lot of ways to waste time, too. MATTHEW: Totally. So, we have a system that we recommend agency owners follow. It's called the “ACES” method – to keep it simple. Basically, you're asking what kind of content do we create and what is most impactful, right? And how do we do this? Here's how you the ACES method – Authority, Connect, Engage, and Show. Authority is anything that you want to be known for, that you know really well, that you can share – where you can offer a tip and make people more awesome. Connect is anything that hits the heart, the gut, and/or the funny bone – comedy goes a long way. Engage is not necessarily always having to come up with the content – a lot of time you can ask your network, your community, your connections for advice to start conversations. Let them create the content for you to gamify a little bit. Why do you always have to be the one coming up with the content? The last one is Show. We don't tell, we Show. We don't want to come across as braggadocios, right? We don't want to be telling people and beating our chest about how amazing we are. What we want to do is give sneak peeks behind the scene. We want to show before-and-after transformations or screenshots of analytics and growth with a little tip of how you went about doing it. This positions you as an expert on what you're doing by showing. If you do that and then break it up into the different content formats – we've got video, text posts, images, and polls, and then pdf documents – those are basically the core types of content, because you don't know what people enjoy. Do a version of each. I only put a post out per day. That's how you stay top of mind. It's all about consistency, right? They can't trust you if they don't like you. They can't like you if they don't know you. So, step one is about being consistent. The biggest challenge is most people are inconsistent. We all know we've got to go to the gym on a regular basis and eat clean if we want to be fit, right? That this is not brain surgery. Well, it's the same thing with LinkedIn, you need the consistency. The problem is time. It's why most people fail. This is why we created one of our personal branding LinkedIn products. We created a product because this would solve this problem – where someone can spend an hour-and-a-half with us per month and we will create all of their social media, snackable content including for LinkedIn, and post it every single day. The way we do it is we record them via Zoom with the intention that snackable content is the lead domino which gets all the videos, and the videos that inspire all the text posts, the images, the polls, the pdf document carousels, etc., and then we post it for them. Basically, we created a product that allows people to look like they go to the gym every day and eat clean. Yet, they only have to go to the gym once a month for an hour and a half. ROB: It's like a filter for your social media. You just put the filter on, everybody looks good. You hinted at it and I'm curious. You said, you had your previous agencies. You sold them. You had one agency that came in and did things about 80 percent right, and then you started Automation Wolf. Number one, what led you to want to dive back into the fray and then start over again? Number two, what was that difference – the twenty percent between what was done for you and what you felt like needed to be done for others? MATTHEW: Great questions. I sold my shares in my second agency due to partner conflicts. Having partners is a very tricky ship to sail. When it works well, it's amazing. When it doesn't, it's like going through an ugly divorce. It's never fun. So, we went through our divorce and I was not finished with my mission yet on creating the business that I wanted to create. That's what sent me back to the fray now. We had an inbound marketing agency that we were a Goldspot, a Reseller of Hubspot, did PPC, did SEO. We were mostly focused on enterprise clients, mostly Fortune Five Hundred. Very successful agency, did very, very well. I was in a non-compete – to not able to do any sort of inbound marketing for two years – which is fine. When you sell your shares, that's the rightful thing that needs to come up – which led me to doing outbound. Yeah, it was like, “All right, fine. I can't do inbound. I'll do outbound.” So, I started the outbound agency. We basically sprayed and prayed. We basically spammed people on LinkedIn, used LinkedIn automation. We cold emailed you and did all kinds of stuff. Throughout that process, I quickly realized what worked and what didn't work. The reality was outbound sucks even more than inbound and works even less if you really want to piss the whole industry. Inbound is the same thing but when you do inbound and outbound, you're focused on the exact same market which is the 1 to 3 percent of the market that's in market right now. So, you can grow that way. Inbound, you don't feel it emotionally because you don't see all the nos. When you do outbound, you feel it immediately because everybody tells you how much they hate you in the process, right? What the challenge that I realized was – both are not the correct answer. The right answer is actually creating demand first so you can do outbound and inbound. You want to put them into an invisible marketing funnel where you're adding value first and creating demand. Once we switch around to being focused on that – wow! Magic happened. So, we focus a lot on personal branding on LinkedIn so you can connect with people and put them in a controlled environment where they can get to know, like, and trust you. You could do it through an interview series just like you're doing right now, you can do it through community, you can do it through all different ways. There's a lot of different tactics that do it. But, at the end of the day, all we're trying to do is take a group of people and put them in a controlled environment where it doesn't feel like we're marketing and selling to them. Then we can do one-to-many selling to them where they can get to know, like, and trust me and they can go across that trusto meter to like – ding-ding-ding-trust – that once they end up in our pipeline, they're presold. And this way we can suck at sales and we can charge more money. And that's basically the gist of it, at the end of the day, once you set up a system like that and use the right tactics in the right order, you're off to the races. The right order is always not based on money. It's based on your time. ROB: Yeah, it's certainly about kind of getting to that distinctive place. You mentioned you can do a ten-minute video but you've got to look different from the other thousand agency websites that people saw along the way. Peter Thiel put it differently in saying he likes to be a monopoly. You're talking about a way of being a monopoly in the eye of the buyer. When it comes time to buy, you just can't predict, that you can't time it. That ten-minute video, to me – maybe to some people that's a short video – that sounds like a lot. What is the structure of a good ten-minute video that introduces someone to an agency and starts to build that layer of trust? MATTHEW: That's a great question. There's absolutely a format to doing it. I'll tell you the format and the framework that I follow every single time that works like gangbusters. One is, your first thirty seconds should be a big giant epic promise. For example, when it comes to our LinkedIn services, ours is, “How to get new clients right now from LinkedIn, organically. I'm going to show you how to create all your LinkedIn content by only spending one-and-a-half hours with my team each month.” That's it. That's the offer, right? Something like that. The second part is, who it is for, and who it is not for? You can't be all things to everybody. It's really important that you niche down. That's the case. So, for us, we call it out, “Hey! We work with consultants, coaches, people who do B2B, B2B, SAS companies, and agencies. That's, “If you're in B2B and your audience is on LinkedIn, this is for you.” The next thing you need to do is tell them all the things that they want and that they've been lied to. It's really, really important that you shout out that they've been lied to because you have to absolve them of their problems. If you tell them it's their fault, they're not going to listen to you. But if you tell them, “It's someone else's fault that's lied to you,” then you're going to get their attention. Now that you have their attention, you start going through and describing their problems better than they can describe themselves. You need to hit the hot buttons, fears, frustrations, wants, and aspirations. Remember, if you can make it sound like you're reading their mind, you're saying the stuff they're thinking but they won't say out loud, you know you've hit the hot buttons. Once you've been able to describe their problems better than they can themselves, the next thing is to have counterintuitive thinking about what the problem is. It must be something that's new. So, if you'll notice me, I keep playing with this theme, ‘inbound sucks, outbound sucks, but demand gen is right' – here's the old way of doing things versus the new way right? We're playing constantly with FAQ's versus SAQ's, so, frequently-asked questions versus should-ask questions. You know when you discover a problem, the questions you ask to discover it are not going to solve it. You have to ask deeper questions to get there. This is why the five whys exists right? There's a whole system from this – “Why did that happen? Well. why did that? And why did this? Why did that? Why?” And then you get to the root cause of really what's causing the problem and if you can come up with this counterintuitive thinking that is different than everybody else's saying – Boom! That's called positioning and you are no longer in the sea of sameness. You are now unique. You are now monopoly like you said, right? Once you have the monopoly you need to have a very simple signature system that explains what it is that you do. I recommend that everybody have a three-pillar system. So, mine is short-form, long-form, community, which is tied to “know you, like you, trust you.” You have three pillars. Usually you have a three-step process for each pillar, so you have a three-by-three matrix. If you can clearly articulate the matrix, then you're good-to-go to get their attention. You clearly state what you're going to charge, so that it's not a surprise to anybody. Nobody should be coming into your marketing funnel who doesn't know what the approximate price is going to be. You don't want to talk to them. You want to spend a lot of time on repelling just as much as you were attracting. This way, by the time they get to you, they're pretty qualified. You didn't have to spend thirty minutes qualifying them when you could have used an automated ten-minute video to do so, right? Then, a sign of the only thing you need is some sort of social proof of success, of transformation – before-and-afters or a whack of testimonials on your site. If you go to my website today, it's a 1-page website with nothing else that you can do except watch a ten-minute video or read the endless scrolling testimonials that are there of our clients. The only thing you can do is reach out and connect to us, so you have no other options. There's nowhere to be confused about what to do. That business in twelve months has grown an agency from zero to over a million dollars of recurring revenue. ROB: That's solid. It sounds like you're at a price point where, if you're demonstrating results, it recurs at loops. You keep building. You scale the process. All of that clearly makes sense and you've kind of shorthanded. But if you really get down to it, in particular, what are some things you're doing differently this time, what you know? You built two companies before. What did you learn in those – obviously a partnership lesson, but outside of that – what have you learned that's different this time? MATTHEW: Less is more, right? Which we all know. Even this system here that we're doing on-demand gen – we just launch one service per year and perfect it. This last year, we perfected the LinkedIn content creation, demand gen system. It's awesome, man. It's perfect. It took a whole year. They do it really well. Next year, we're adding on a few more services. So, do one thing at a time. The one thing. I think there's a whole book on it – just the one thing, right? So, that's the big lesson – less is more. The next big lesson is, spend a lot of time on operations and hiring, on talent and training your talent, and supporting your team, right? You don't want to have false starts. Your team is everything, especially for an agency. Your highest expense is going to usually be people. People are difficult – more people, more problems. It's not like Biggie said. Biggie said, “Mo money, Mo problems.” It's not. It's more people, more problems, right? So, focus on really developing the team and understanding the team and understanding what that looks like and getting a lot of referrals. That next thing is, if you deliver what you say you're going to deliver and you even come close to coming to what you say you're going deliver, you will get referrals – and a ton of referrals. So, if you get the referral engine going, you get the team going, I would say that you've got a decent startup and a proof of model. The goal from a startup is to get to stay up and then from stay up is to scale up. I believe that you can do it in a three-year period. Usually, year one is startup. In my case, I even had year one as a false start, focusing on the wrong business – which is proof of model really, right? So, proof. So, it's one thing to sell it. It's one thing to keep it. It's a little bit of the balance of two. I was able to sell the cold emailing spamming thing because people want to buy that too, just like inbound. But ultimately it kind of worked. I wasn't really excited about it. It didn't focus on my unique ability. It didn't make me happy. I didn't go to bed going, “Oh, my god! That was a great day!”. It was like, “Oh, my god! I just spammed the world. I'm a fraud, right?” You know, you've got to love what you do, too. But once you get the right thing that people want to buy and then you can keep them, then you've got what's called proof of model and that's really your first year. The second year, and the way I'm looking at this is the first year is proof of model, the second year is getting up or the first years is about getting you out of operations – the day-to-day operations – so, that the second year, you can focus on marketing, selling, and talent acquisition. The third year is scale up that you can get you out of marketing, selling, and talent acquisition. Then once you're out of the third year you have the option at that point to keep it as a running asset because it doesn't take . . . you should only be attending the board meetings and a few other things or you have an asset that you can sell, right? Which is exactly why you bought the business or created the business. Whether you bought it or created it, that's it. If you can't do that in a three-year period, you're probably on the wrong track – you're probably spinning your wheels and not focusing on the right things. That's a very realistic and fair amount of time to build a great business. ROB: It's an interesting mirror that you talk about holding up with the spamming. There were some folks who were involved in starting Sales Loft, which is now a billion-dollar valuation company. Their first product was built around scraping and spamming LinkedIn, harvesting email addresses, that sort of thing. They had a million dollars in revenue around it and they threw the product away because it wasn't really authentic to them. They were selling a sugar high. It sounds like you've been in that world. I've seen the LinkedIn automation in the agency space. We've seen how many sugar high newsfeed optimizations, spamming, SEO, right? SEO used to be about tactics and ways to skirt the rules. We keep having to figure out how to be authentic if we want to build a real business. MATTHEW: It always comes back to the fundamentals. At the end of the day, most people think they have a sales problem or they think they have a lead-gen problem – but they don't. They actually have a community problem and a trust problem. If they made the measurement of the objective to build more community and to build more trust in that community, they would make very different decisions. Same thing, as well, to the mindset about forever business versus a short-term business – because one is focused on tactics and me-me-me-me versus you-you-you-you. Then the same thing even when it comes like creating content. You're very smart to have this podcast because you're focused on being a talent scout instead of being the talent. Being talent is actually really hard. If you look at the biggest and best and fastest-growing companies out there, they focus on two things – one, being a media company is really good talent scouts or two, they focus on the network effect. Okay, if you do that, you have epic growth really, really quick. The reason you have it is this. If you are a talent scout, then you become Tim Ferriss, Joe Rogan, Oprah. What are the experts of absolutely all? Okay. But what are they really good at? What are they really good at doing? Bringing in really interesting people, asking them really interesting questions to teach their audience what to look for and what to look out that builds trust. So then expert comes and goes, okay, and the law of transference passes all that expertise to those hosts. They're the ones who are the sticky ones that everybody is after going forward. They're building what's called a media company. Then those who take that media company flip it into these private communities -- something like real vision television – you name it. They then get the network effect, which is what Facebook is, and Youtube is, and Instagram is, that has exponential growth that it takes on its own life. Once you have the network effect and you have that ability of hosting where you built trust with the community basically – instead of calling it network, call it community – it's a deeper connection, you then have a license to print money – because you can go to that community you want and say, “What is the problem? What is it that you want to solve?”, go find the product or service and connect it with your community, and instantly print money. The end. If you ask yourself, instead, as a business and in B2B, “How do I create more community? How do I build more trust with this? How do I treat this as a forever business?”, you start making really different decisions about what you're going to invest your time and energy and money into at the end of the day. So, it's usually just that you're asking their problems. They're asking, “How do I get more leads and how do I get more sales?” It's a very surface-level question. It's a byproduct. A byproduct of community and trust is lots of leads and sales and rabid buyers who are ready to throw you money. ROB: But there's a lot of work ahead of that.  MATTHEW Yeah. ROB: Lots of good thoughts, lots of distilled knowledge from experience from building businesses, from scaling up. Congratulations on all of that. When people want to connect with you and with Automation Wolf, where should, they go to find you? MATTHEW: There's only two places you can find me – either on LinkedIn – you just search Matthew Hunt – or at automationwolf.com. You won't find me anywhere else. ROB: Yeah, and you can do like three things on the site – you can read the testimonials, you can watch the video, you can schedule some time. It's all pretty clean and simple, very good. Well thank you so much for that distillation of wisdom, Matthew. Good to connect with you. Thank you for sharing with the audience I wish you all the best.  MATTHEW: You too Rob. Thank you for having me. ROB: All right. Be well. Thanks.

Startuprad.io - Startup podcast from Germany
&Charge Just Raised Seed Funding to Help Online Shoppers Fight Global Warming

Startuprad.io - Startup podcast from Germany

Play Episode Listen Later Dec 16, 2021 42:25


Subscribe Here  Find all options to subscribe to our newsletter, podcast, YouTube channel or listen to our internet radio station here: Link https://linktr.ee/startupradio We learned in our projects that charging electric cars is challenging for B2B and B2C customers Simon Vogt, Co-Founder and CSO &ChargeOur Sponsor Invest-in-Hessen  This show was made possible by Hessen Trade and Invest with their brand Invest-in-Hessen. You can learn more about them here (https://www.invest-in-hessen.com/). We also run a dedicated sub-podcast with all interviews and news in cooperation with them. Find it all here: https://anchor.fm/techstartupsgermany Charging can still be challenging for the EV driver. Simon Vogt, Co-Founder and CSO &ChargeThe Founder  Simon Vogt (https://www.linkedin.com/in/simon-vogt-a9a07931/), Co-Founder and Chief Sales Officer of Frankfurt-based startup &Charge is our guest today. They just raised seed funding to help online shoppers offset their climate impact and reward them with points e.g., for charging electric cars or using e-scooters. Simon has collected already some experience in mobility. He worked in emobility projects of BMW, been with Porsche Consulting and finally been the coordinator for e-services for Porsche's model Taycan. Charging is more than refueling. You have time. Simon Vogt, Co-Founder and CSO &ChargeThe Startup  The founding team realized that charging is different from refueling, so the team behind &Charge (https://and-charge.com/#/) realized that the charging EV owner has time on his or her hands. So, &Charge started connecting charging with eCommerce, so an online buyer gets rewards points for recharging their EV or using an e-scooter or similar stuff. Currently, they are covering 95% of the German eCommerce market with partnerships.  We help our customers to decrease the price of re-charging and the total costs of ownership. Simon Vogt, Co-Founder and CSO &ChargeVenture Capital Funding  They just raised a seven-digit seed round (https://buff.ly/3oW9C1m) but will surely look soon at a Series A funding round. Amongst their investors are the corporate venture capital arm of energy company Helen, called Helen Ventures and Porsche Ventures. I could be considered a pioneer or dinosaur of emobility, I stared with it 10 years ago. Simon Vogt, Co-Founder and CSO &Charge  Find all links and show notes here: https://www.startuprad.io/blog/charge-just-raised-seed-funding-to-help-online-shoppers-fight-global-warming/

Marketing Made Simple
#26: Will StoryBrand Work for Your Personal Brand?

Marketing Made Simple

Play Episode Listen Later Dec 15, 2021 24:27


In this series, we're answering the question, “Will it work for me?” Previously on the podcast, we explored each part of the StoryBrand framework, and now we're showing you how to apply them directly into your specific business or organization. No matter if your business is B2B or B2C, for-profit or non-profit, a big corporation or personal brand - the StoryBrand framework will work for you!   Whether you're a speaker, realtor, business coach, or any other service where you're really selling yourself, you might be feeling like it's a bit of a paradox to make the customer the hero. After all, what you sell is literally all about you! Fortunately, there is a way to still sell yourself and your services AND elevate your customer to hero status. In today's episode, J.J. and April will show you how to uniquely implement the Storybrand framework for your personal brand.   You'll also hear from StoryBrand Certified Guide Ashley Falletta. Ashley shares some great practical marketing tips she used to help her client transform into a guide-minded personal brand. You can contact StoryBrand Certified Guide Ashley Falletta directly at ClarifyYourMessage.com/Ashley-Falletta.   --   Every week on Marketing Made Simple, marketing experts Dr. J.J. Peterson and April Sunshine Hawkins give you practical marketing tips rooted in the StoryBrand framework, the marketing framework that shows you how to invite customers into a beautiful story where they are the hero with you as their guide.   Never miss an episode and follow Marketing Made Simple on Apple Podcasts, Spotify, Stitcher or wherever you enjoy podcasts. Our StoryBrand certified marketing guides are the best marketers in the world. Hire a guide to help clarify your marketing and messaging at MarketingMadeSimple.com.

Digital Marketing Radio
What is the role of community in B2B marketing? With Joel Harrison from B2Bmarketing.net

Digital Marketing Radio

Play Episode Listen Later Dec 14, 2021 33:15


The world of social media has exploded over the past 15 years. Consumers now have the ability to share their experiences about any kind of purchase imaginable. But what about B2B? We're constantly told that B2B marketing is very different from B2C - and that building a community in the world of B2B is a lot tougher. But is that really the case? And what is the role of community in B2B marketing today? Joining me to discuss that in episode 269 of Digital Marketing Radio is a man who's been wholly focused on the world of B2B marketing for the past 17 years. He's the Editor-in-chief of B2B Marketing - welcome to DMR, Joel Harrison.

This Was The Scene Podcast
Ep. 159: The Commercials w/ Tony Bavaria

This Was The Scene Podcast

Play Episode Listen Later Dec 10, 2021 60:40


Before we start, feel free to support the podcast if you've been listening for a while by signing up for my Patreon for $1 and I will love you forever. The Commercials Post-hardcore/punk band from Harrisburg, PA active from 1996-2006 with releases on Blackout! Records, Jumpstart Records, and more. I got Tony on the Skype and this is what we chat about Talking about Jeremy from Jumpstart Records Their 25 year reunion show Balancing school and touring Jumpstart Records Their cover of Texas is the Reason Changing singers The song My Bologna has a First Name His current band with Dave Smalley And a ton more Lastly, here's a foreword by Tom Simon who's a good buddy of mine and grew up in the Jersey scene. He tells a story about how Tony and the Commercials played a small role in him starting his career in the music industry. Check out Tony's band with Dave Smalley called Don't Sleep. Check out my new book The Couples' Checklist for my webcomic dailyBred. It's a great gift for Valentine's Day. I also have an Instagram for it. If you market aggressively on Instagram Stories and want custom stickers then go here to get custom stickers or just email mike@drive80.com and I can send you samples. These are great for B2C companies and Realtors. Feel free to support the podcast for as little as $1 a month through Patreon Or go to thiswasthescene.com to possibly buy some merch.

Marketing Trends
What Makes a Marketing Leader with Adri Nowell, VP of Marketing, Rev

Marketing Trends

Play Episode Listen Later Dec 8, 2021 57:48


The opportunity to work from home may be taken for granted a bit more within the last year and a half, but for years Rev.com has been providing opportunities for tens of thousands to work from home. Adri Nowell the VP of Marketing at Rev, came to our studios in Austin, Texas to talk about what it means to her to see so many people able to work from home with Rev.  Adri's experience as a marketer and a leader gives her a unique ability to serve both the Rev customer, as well as the tens of thousands of transcriptionists that Rev employs in a massive remote workforce. “We work with about 70,000 professionals who, some of which don't have great options for how to make money [because] they have an elderly parent or they're a primary caregiver for a child. When I connect with the Rev-ers in our community, it brings me so much joy. I've talked to mothers who have sick children in the hospital who are transcribing at the foot of a hospital bed. Being able to put your child first and be able to provide that type of love and compassion and care for your child while also being able to make a living. Those moments make me so proud.” Learning how Adri runs an ABM campaign, what skills she uses as a leader, and how she thinks about scaling her team will give you great insight into your own exciting growth and leadership. It was so great to speak with Adri in person about her experience in marketing and how they're growing at Rev. Get inspired with Adri, up next here on Marketing Trends. Main TakeawaysThe transition from Doer to Leader: When you're in the trenches doing the actual work, your actual day-to-day responsibilities are different from those of the leadership of your marketing team. Transitioning to leadership isn't for everyone; some really enjoy the work of making the campaigns happen. When you're the leader you have to rely on the savvy of the marketers on your team and give them the tools that you know work and watch them make it happen! Account-Based Marketing Challenges: One of the biggest challenges of running a successful Account-Based Marketing or ABM campaign is getting the structure of the accounts right. Define what a segment is, define who your tier one in the funnel is; define what an account is. If you go through this legwork and really take the time to build a good foundation, you'll have set yourself up for a great campaign. Working with Speed and Excellence as You Scale: When your company is experiencing massive growth it's tempting to just start moving really fast and being okay with things breaking. If you can take a little extra time to make sure that you don't go too fast and make needless mistakes, that is way more profitable in the long run.  You need to quickly automate whatever you can when you're in a high-growth environment so that you can leave that task with confidence as you go to solve the next big problem. Key Quotes“Now that we're going after [more] market segments the marketing responsibilities are going to shift around. We generally test everything that we can; learn quickly; fail quickly; fail cheaply, and for the things that work, invest in them. When you have that type of mindset, you get scrappy marketers that are willing to tackle new challenges, and test new channels or test new tactics.“People get really nervous [about transitioning to leadership]. It's an emotional thing. It's a natural, emotional reaction. And Molly Graham actually describes this really well. And she talks about this concept, this emotional rollercoaster that people go through during these transition periods as she uses the metaphor of building a LEGO tower and then giving away your LEGO tower, which is so relevant. You have all these smart marketers that can jump in and they can tackle a challenge. And they built up their Lego tower and made it successful and then they have to hand their LEGO to the next person coming in. It can be really nerve-wracking. ‘What if someone breaks the LEGO tower? What if they build it back up in the wrong way, or maybe they don't expand upon it in the right way?' And I've found her description of this to be really relevant and taken her advice to talk about it." “Marketing is never settled. You're never done in marketing. Consumer behaviors are always changing. You always want to go back and retest or test different variations. We measure [our success] by getting people to respond. ‘Are we getting them to the next action?' Whether that's actually converting into a paying customer or taking the next step with us in their journey… and when new channels work, we expand them; when they don't, we abandon them. [We're] constantly just exploring new outlets.”“We work with about 70,000 professionals who, some of which don't have great options for how to make money [because] they have an elderly parent or they're a primary caregiver for a child. When I connect with the Rev-ers in our community, it brings me so much joy. I've talked to mothers who have sick children in the hospital who are transcribing at the foot of a hospital bed. Being able to put your child first and be able to provide that type of love and compassion and care for your child while also being able to make a living. Those moments make me so proud.” “With any launch, you start all the way at the timeframe of ‘What's the problem that you're trying to solve?' My philosophy is to listen to the market. You should be talking to your customers; you should be talking to your prospects. You should be talking to people that want to do business with you should also be talking to people who don't want to do business with you.”“The most important thing with account-based marketing is in how you structure the accounts that you want to go after. How do you define what a segment is? What is an account? Who are the customers? Who do you want to reach? What are the contexts within each of those accounts? Who goes into your tier one bucket? And then who's kind of your catch-all for what you want your one-to-one for your tier one accounts. You want your tier one accounts to receive more of a personalized experience, but you don't want to overdo it. If you're going so extreme that it feels forced, people are going to reject the marketing material. There's definitely a place for it, but it's really about finding the right balance.”“Speed is tough and the thing that I've found the most difficult is balancing the speed at which you accelerate growth and operational excellence is it's not hard to go fast. It's hard to go fast and not break things. And so that is where we've found probably the biggest challenge is how can we continue to accelerate growth, but at the same time, establish a foundation that is going to scale. And so with marketing, that's incredibly important because you need the right operational pieces. It is acceptable for some period of time to do things manually, but you can't stay there. You have to put operational pieces in place so that you can scale. Finding the right balance is very challenging.”BioAdri Nowell is VP of Marketing at Rev.com. In this role, she serves as the executive leader accountable for the strategy and execution of marketing programs across all segments - individual users (B2C), Enterprise/Mid-market (B2B), and developers. She provides leadership and management oversight across Product Marketing, Performance Marketing, Email Marketing, Demand Marketing, Content Marketing, Web, Brand, and Creative for the company.Before joining Rev, Adri served as the Senior Director of Product Marketing at Bazaarvoice and before that as Director of Marketing at Volusion. Prior to that, Adri held a variety of roles at engineering technology provider National Instruments including Product Marketing Manager and Support Engineer. Adri began her career at the University of Oklahoma as a Software Developer in the Robotics Institute of Machine Learning. Adri holds a Bachelor of Science in Computer Science from The University of Oklahoma, in Norman, OK.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world's number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

Marketing Made Simple
#25: Will StoryBrand Work for Your Family-Owned Business?

Marketing Made Simple

Play Episode Listen Later Dec 8, 2021 24:41


In this series, we're answering the question, “Will it work for me?” Previously on the podcast, we explored each part of the StoryBrand framework, and now we're showing you how to apply them directly into your specific business or organization. No matter if your business is B2B or B2C, for-profit or non-profit, a big corporation or personal brand - the StoryBrand framework will work for you!   Family-owned businesses tend to all sound the same when it comes to their messaging: their grandfather started the business from nothing 50 years ago! Unfortunately, leading with a message like this tends to get your customers sidetracked. If your family-owned business is struggling with creating a unique message, we have great news: StoryBrand will work for you! In this episode, J.J. and April walk you through how you can continue to highlight your origin story to build authority and trust with customers while still making the them the hero.   You'll also hear from StoryBrand Certified Guide Alex Schauer. Alex shares her personal experience working with her father-in-law's business to clarifying its messaging. She also shows you how using the StoryBrand framework within a family-owned business not only puts the focus back on your customer but also helps to realign and unite your entire family around a single message. You can contact StoryBrand Certified Guide Alex Schauer directly at ClarifyYourMessage.com/Alex.   --   Every week on Marketing Made Simple, marketing experts Dr. J.J. Peterson and April Sunshine Hawkins give you practical marketing tips rooted in the StoryBrand framework, the marketing framework that shows you how to invite customers into a beautiful story where they are the hero with you as their guide.   Never miss an episode and follow Marketing Made Simple on Apple Podcasts, Spotify, Stitcher or wherever you enjoy podcasts. Our StoryBrand certified marketing guides are the best marketers in the world. Hire a guide to help clarify your marketing and messaging at MarketingMadeSimple.com.

The ABM Conversations Podcast - for B2B marketing professionals
Is community building for everyone? : with Yaag and Manish

The ABM Conversations Podcast - for B2B marketing professionals

Play Episode Listen Later Dec 6, 2021 21:08


In this episode, Manish Nepal, the founder of Marketing Impact, and I discuss whether it makes sense to build a B2B community. We discussed how we at The ABM Conversations podcast built one and failed badly. Here are the timestamps of the key points discussed: 3:18 Does building a community make sense for all? Everyone talks about its benefits; you hear virtue statements like “build a community before you build your product?” but the reality is far from it. The question is – can it even be a universal formula for everyone. And why you shouldn't be comparing B2C communities and B2B communities. 8:04 A Few things that led us to assume that The ABM Conversations Podcast needs a community around it – and how it wasn't to be. We talk about how it was either bad execution or flawed interpretation of data signals. We spoke in detail about how we went about our execution. 12:00 Does community building need a different skillset? What makes B2B communities like Peak Community and RevGenius work well? Summary of what we think are the top-most issues with building communities in today's date. 18:25 Are you better off focusing on your core than building a community? Or do you have a clear purpose for how your community will help people? Do you have something to offer as leverage for people? And finally, do you have what it takes?