Podcast appearances and mentions of ed marsh

On Palm Sunday, Ed Marsh continues our Who Is Jesus? Series by looking at Jesus' final hours. In Matthew 27 we read how Barabbas, a guilty man, was released instead of Jesus, the only innocent man. What does this exchange mean for humanity and what does it mean for each of us personally?

Industrial Talk is onsite at FABTECH and talking to Ed Marsh, Founder of Ed Marsh Consulting about "Real Tactical Solutions for Manufacturing Success". Scott MacKenzie and Ed Marsh discuss the importance of edutainment and "cool content" in manufacturing sales and marketing. Ed emphasizes that traditional marketing methods are no longer effective, and companies need to create trust through engaging, passive content like videos and podcasts. He suggests focusing on topics that address known and unknown issues for businesses, such as employee retention and innovative benefits like on-site childcare. Ed highlights the need for top-down leadership to adopt these strategies and stresses the long-term nature of building trust. He also mentions the inefficiency of trade show leads and the importance of video content in capturing attention. Action Items [ ] Reach out to Ed Marsh to learn more about his "cool content" and "edutainment" approach. [ ] Explore creating video and audio content that focuses on topics important to your customers' businesses, rather than just your own products and services. [ ] Consider how the board of directors can be involved in overseeing the company's marketing and sales strategies. Outline Introduction and Welcome to Fabtech Scott MacKenzie introduces the podcast and welcomes Ed Marsh, highlighting his contributions to the industry. Scott mentions the location of the podcast at Fabtech in Orlando, Florida, and the involvement of PMA. Ed Marsh joins the conversation, mentioning he arrived in the morning and was informed about the need for a hard hat and work boots. Scott and Ed engage in a light-hearted exchange about Ed's famous bronze handout and their previous meeting at the Orlando Convention Center. Ed Marsh's Background and Consulting Business Ed shares his background, including his time in the army and transition to the packaging machinery business. He explains his consulting business, which helps industrial manufacturers, particularly capital equipment companies, improve their sales processes. Ed emphasizes the contrast between well-documented back-end processes and ad hoc marketing and sales efforts. He discusses the importance of applying rigorous process engineering and continuous improvement mindsets to the front-end of the business. The Concept of Edutainment and Cool Content Ed introduces the concept of edutainment, which combines education and entertainment to create engaging content that can be consumed passively. He explains the shift in consumer behavior, where people no longer read articles but consume video and audio content while doing other activities. Ed highlights the challenge of getting the first meeting with potential clients and the role of edutainment in building trust. He introduces the idea of "cool content," which focuses on known unknowns and unknown unknowns, addressing topics that are important to the audience but may not be immediately obvious. Challenges and Strategies for Implementing Cool Content Scott and Ed discuss the challenges of getting companies to focus on cool content and the importance of top-down leadership. Ed explains that only a small percentage of companies will adopt new strategies, and the key is to identify leaders within those companies. They discuss the evolving role of boards of directors...

Our physical influence is usually limited to the people and situations we're directly involved with, but our spiritual influence can stretch to the other side of the world. In this talk, Ed Marsh looks at intercession.

Ed Marsh is a seasoned consultant specializing in revenue growth for B2B industrial companies. With a deep background in management, marketing, and sales, Ed integrates strategy, governance, customer success, and technology into a unified system for revenue growth through his Overall Revenue Effectiveness™ Methodology. A former Airborne Infantry Officer and Johns Hopkins University graduate, Ed also hosts the Industrial Growth Institute podcast and partners with major marketing and sales technology platforms.SHOW SUMMARYIn this episode of Selling from the Heart, Larry Levine and Darrell Amy discuss bridging the gap between sales and marketing with Ed Marsh. As an expert in aligning these critical teams, Ed shares actionable strategies for fostering collaboration, following up on leads, and leveraging marketing materials. The conversation highlights the importance of viewing the buyer's perspective, expressing gratitude, and creating a unified approach to achieve better results in 2025.KEY TAKEAWAYSFollow-up Matters: Sales teams should follow up on all leads and provide actionable feedback to marketing teams.Leverage Marketing Materials: Sales reps must use and contribute to the development of sales enablement resources.Buyer-Centric Approach: Both sales and marketing teams should prioritize the buyer's perspective to deliver a cohesive experience.Strengthen Relationships: Salespeople should build strong relationships with marketing teams to foster better collaboration.Express Gratitude: Acknowledging the efforts of marketing and support teams can bridge relational divides and improve teamwork.QUOTES TO REMEMBER"You can't sell from the heart if sales isn't genuinely in your heart." — Ed Marsh"Follow up on the leads and provide feedback. Let marketing know that their work matters." — Ed Marsh"Gratitude bridges the relational divide." — Ed Marsh"Every time you have a conversation, think about the buyer's perspective." — Ed MarshConnect with Ed MarshEd's LinkedIn.Connect with Larry and DarrellDarrell Amy's LinkedInLarry Levine's LinkedInSelling from the Heart websiteADDITIONAL RESOURCES:Explore the secrets of heart-centered leadership and thriving workplace cultures with Culture from the Heart Podcast—nominate a visionary CEO at www.culturefromtheheart.com!Order Larry Levine's book, Selling in a Post-Trust World! Get it on Barnes & Noble and access exclusive content!SUBSCRIBE to our YOUTUBE CHANNEL!Stay updated with the latest episodes and leadership tips: Selling from the Heart YouTubeGet Your Daily Dose of Inspiration:Click Here for Your Daily Dose

Welcome to the DMF. Where I try to find out what motivates people behind the scenes in the world of acting and entertainment. Today on the podcast I am talking to podcaster: Eddie Green. We talk about his love of magic and podcasting. As always you can reach me on Twitter, Instagram, and Facebook with my name Justin Younts. Thank you for listening and sit back and enjoy. Welcome to the DMF. I'm Justin Younts. This is part two. So how did you get involved with podcast? So that was a friend of mine, his name's Ben Bateman. He hosted on YouTube a show called Action Movie Anatomy. It was on Popcorn Talk Network. And I was a fan of the show. And one day he was like, oh, by the way, I'm gonna be hosting something over on a platform called Anchor. And I was like, okay. He's like, if you wanna follow me over there, go ahead. So I downloaded it. And it was basically a way to do what he was promoting, listen to podcasts, but it was also a way to start your own podcast. And I was like, oh, you know what? That's pretty cool. I like doing the YouTube thing, but I'm kind of lazy. I don't like vlogging and editing and all that stuff. Maybe this will be easier. I can just record my voice, talk about what I love and put it out there. And at that time it was like Snapchat, but with audio. So it was only available for 24 hours and then everything would drop off. So there's a lot of stuff that I talked about that you can't listen to anymore. And then eventually it evolved and you could create your own podcast. So I always credit Ben Bateman, because he's out in LA, he does red carpets and he's an interviewer. And so I love what he did. And so he inspired me. So I always give credit to Ben Bateman. If it wasn't for him and Anchor, I don't know that I'd have this microphone, this pair of Joe Rogan headsets. What was it about podcasting that really spoke to you? Besides the lazy factor, it was just a lot easier to just put it out there than to record yourself. I think I realized that it was becoming very, very, very popular. This is 2016, 17, somewhere around there. So obviously Rogan, who's, I love Joe Rogan. I love listening to his stuff and then smaller podcasts. Yeah, it was just, all right, I wanna get in there. And going back to the acting thing, even though I don't wanna do the acting, I still like to perform. After I graduated high school, there was a big gap of time where I did magic and not like the card game, but like magic, like making stuff disappear. So I got really involved in that. And looking back, that's a performing art. So it's always, I love doing any kind of performing art. So this is now my performing art. It's radio, it's podcasting, it's putting yourself in front of a microphone and expressing yourself. And so I think it's just another form of acting in a way. So. Agreed. Talk a little bit about, you just mentioned magic. Like what about magic that, what is that? What spoke to you about that? So that is all, that traces back to Criss Angel, unfortunately, who's really not highly regarded in the magic community. Literally last night I watched the great film, The Incredible Burt Wonderstone with Steve Carell and Jim Carrey, where Jim Carrey is parodying Criss Angel. It's not Mind Freak, it's Brain Rapist. It's so funny. I totally forgot about how funny that movie is. But yeah, so, but it all goes back to Criss Angel, unfortunately. But yeah, it's, I don't know. Again, it's a performing art. So I got, you know, there was, at that time, there was a theater magic shop in St. Augustine called Theater Magic. So I applied to work there. It was basically a glorified sales pitch. You would bring people off the street into the theater, do a 20 minute show, and then afterwards, you would say, now if you liked what you saw on the show, come on over to the gift shop and you can buy everything you just saw. So it was like, it was a glorified sales pitch, but it was a great way to learn audience management. For that particular, you know, obviously acting is totally different. You're not acknowledging the audience, typically. But when you're a magician, it's a whole new world of, all right, now I gotta make sure everybody in this audience, you know, is on board. There's no hecklers, the people that wanna, you know, oh, I see the wire, you know, whatever. So it's a whole new way to figure out how to manage the audience. So that was a great learning skill. And I just love doing it. I still do it to this day. It's a fun hobby, but I don't do it professional anymore. But yeah, maybe four years I did that. Were you sawing a woman in half? Did you do stuff like that? No, no, no, no, no. It was, uh, it wasn't big stage illusions. It was card tricks, uh, coin tricks, mentalism, reading minds, stuff like that. Oh, that's cool. Yeah. Yeah. Did you, so, like, reading minds, like, was that something that stuck with you? No, I can't do it right now. No, I can't. Okay. Okay. All right. Cool. I'm not reading your mind. However, I do have, like, do you want to see something? Yeah. Yeah. Yeah. Here, I'll show you something because, uh, literally I've been getting back into it. So I'm going to try this out here. If I fail, cut this out. Okay. Hold on. We got to, I'm going to try to make sure I can talk and keep this in focus here. All right. So we got a dollar, we got a $1 bill. Now, if you were here, if you were here, I would hand this to you and I would say, you know, check this out, make sure it's a legit $1 bill. Okay. And I would tell you, this is actually a counterfeit bill. And you'd go, it's a counterfeit bill. I'd say, yeah, here, hold it. Check it out. Make sure it's, it seems real, but it's really not real. And you'd go, okay. And then you'd hand it back to me. And I'd say, all right, here we go. This is why it's a counterfeit bill. Because if you fold it, right, fold it up in just the right way, you can actually, if you get it just right, oh, wow. Wow. That's amazing. You just turned that into a hundred dollar bill. Right there. And so that's the kind of stuff, that's the kind of stuff I like to do. Do you just go to the bank and be like, here, let me give me that $7. Oh, here you are. I just paid for everything. No, that's awesome. That's really cool. I'm not going to ask you how you did it, but that is just, that's really cool. It's sleight of hand. It's stuff that I like to, I like to... No, I understand what it is, but that's great. It's like a piano player. It's like, you don't want to ever stop knowing how to play the piano. And I always like to make sure that my hands are, I don't know what the word is, but they're always at the ready to do something sleight of handy. So taking it back to the Terminator stuff, what is it about those films that just speak to you, that you wanted to do podcasts about it and you wanted to talk about it? Well, specifically why I wanted to do a podcast was because I think at that point, I couldn't find a podcast that was dedicated to it. And I had determined because this is who I am. I think I sat down one day and I was like, what is my favorite movie of all time? And I argued with myself. I was like, I think it is either. I think at that point I said T2. Now it's The Terminator. It's always back and forth. But I was like, yeah, Terminator. I think it's, I just love what it stands for. I love the films themselves. I love the messages of the film. No fate. You make your fate. Nothing is predetermined. The other films kind of go back on that, but whatever. And so I was like, okay, cool. So there's got to be a podcast where someone's kind of geeking out about this, getting real sweaty. And there wasn't. And I was like, what? So I kind of figured, okay, I'll fix that. And then the idea to reach out to people from the films, that just kind of naturally came after I was three, four or five episodes in. And I was like, I don't think I can sustain this if it's just me talking about my theories or whatever. And to get a bigger audience, you want to get people from the films because those are going to bring in more people. And so that was just a natural thing to be like, all right, well. And my first guest was Brett Azar, who unfortunately was in Terminator Genisys as Arnold's double for the recreated 1984 scene. And he also went into dark fate for the flashback where he kills John Connor. But I say unfortunately, because it's the films. He's cool. Brett Azar is very cool. But yeah. And then from that point on, I've talked to Jesus, William Wisher, the co-writer of T2. I've talked to Jeanette Goldstein. She's a friend of the podcast and John Bruno and Ed Marsh. These are all Cameron friends and collaborators. So usually the way it works, maybe similar to how you do your podcasting, you would understand this. One person has a good experience and then either they suggest somebody or you ask, hey, can you get me in touch with somebody? And because they had a good experience, they'll be like, yeah, of course. Yeah. Please like, share and subscribe. Thank you for watching. 00:00:00 - Introduction 00:00:06 - Getting into Podcasting 00:01:43 - Why Podcasting? 00:02:59 - Interest in Magic 00:03:36 - Experience in Magic 00:05:25 - Magic Trick Demonstration 00:07:12 - Love for Terminator Films 00:07:25 - Starting a Terminator Podcast 00:09:54 - Conclusion Check out his podcast as well: https://podcasts.apple.com/us/podcast/james-cameron-101/id1763757023

We hear so many different messages at Christmas, things we're meant to be doing, or feeling, or being. This advent at Highgrove Church, we're go going back to the true message of tidings of comfort and joy that only Jesus can bring. In this talk, Ed Marsh asks how joy differs from happiness, and how we can share the joy that only Jesus can bring with others.

We learn from the very first pages of the Bible that we were created to create, and in this series, we'll be looking at how work fits in to the big story of God's purposes. (Bible references for this talk are Genesis 1&2, 1 Corinthians 15:58)Additional resources for this series can be found HERE.

This week on the podcast we have new research out on cost of living and its impact on the student experience. With no time, will students get the skills and confidence they were promised? Plus there's new public polling out on the salience of universities, the election rumbles on and Debbie's going back to the 90s.With Paul Greatrix, Registrar at University of Nottingham, Ed Marsh, Chief Executive Officer at the Tutor Trust, and Debbie McVitty, Editor at Wonkhe and presented by Mark Leach, Editor-in-Chief at Wonkhe. Hosted on Acast. See acast.com/privacy for more information.

In our Grand Designs series, we're spending time looking at what the Bible tells us about our identity, about who we are. In this first talk, Ed Marsh asks what it means to us to be called a child of God.(The Bible references for this talk are 1 John 3, John 1 v.2 and Galatians 3.)

In the final talk of our Whispers of Hope series, Ed Marsh explores the book of Haggai, looking in particular at a renewed commitment to God.

This March and April, our series looking at John's gospel examines key encounters people had with Jesus in the last phase of his ministry as we lead up to Easter. We'll be looking at everything from healing and miracles, to worship and discipleship, how he dealt with deception and despair, then ultimately hope and new beginnings.Come on the journey with us either in person or on the weekly livestream.

Test to see if your team has what it needs to succeed with this online tool.In this episode of Straight Talk!, Ed Marsh, the founder and principal of Consilium Global Business Advisors, digs into the details of sales enablement and how that can take any organization's sales team to the next level. Connect with Ed Marsh on LinkedIn.

The details matter, and what your potential clients do in their quest for products and services can give you the information you need to sell to them. Their online activity, how they search, and much more is all available to you in the form of "intent data"In this episode of Straight Talk!, Ed Marsh, the founder and principal of Consilium Global Business Advisors, describes the types of intent data available to marketing and sales teams and what they can do with it.

Between January and March this year, we're spending our Sunday services spending time looking at the book of John. As John himself says: 'Jesus performed many other signs in the presence of his disciples, which are not recorded in this book. But these are written that you may believe that Jesus is the Messiah, the Son of God, and that by believing you may have life in his name.' Ed Marsh introduces this new series and looks at the event recorded in chapter 2 of the book of John. The Bible reference for this talk is John chapter 2.Check out the full range of resources to help you engage with this series on this page.

In the world of marketing, timing is everything. To get the best results, you need a plan.Most are familiar with outbound and inbound marketing strategies, but a relatively newer strategy is "nearbound marketing."Nearbound marketing emphasizes delivering the right message to the right audience at precisely the right moment. By leveraging your existing relationships, you can tailor your messages to resonate with your audience on a deeper level. This personalization increases the likelihood of your message being received positively.Ed Marsh is a growth and strategy consultant and the founder and principal of Consilium Global Business Advisors. In this episode of Straight Talk!, he discusses nearbound marketing and the value of partnering with like-minded but non-competitive companies and organizations that can help generate leads and new business.

Strategy and growth consultant Ed Marsh shares his theory about how machinery manufacturers can tap into a secret weapon they have already set the groundwork for: mindset and capability. Ed explains how manufacturers can use their tools and processes on the production side to improve their marketing side. Listen in as Sean and Ed dive into his strategy, how it can be implemented with a smooth transition, and why sometimes risks need to be taken.PACK EXPO East returns to Philly in March 2024. It's your east coast connection for packaging and processing solutions. Be there to catch up on the latest industry advances, connect with suppliers and land on the right solutions for your entire production line—from automation and sustainability to e-commerce and much more. Register at packexpoeast.com.Support the showRegister for PACK EXPO Las Vegas today!

If you are in business and value leads that generate revenue, you want a lead-generation management system that works. Because a lead is one thing, but managing that lead to get the maximum value is another. Ed Marsh is a growth and strategy consultant and the founder and principal of Consilium Global Business Advisors. In this episode of Straight Talk!, he discusses the types of leads that organizations typically pursue, but also how to grade them and maximize the lead pipeline to ensure all efforts drive revenue.

Who is God and what is He like? The apostle John gives three statements in his first letter to help us understand more of God's character. Ed Marsh starts our three-week series on 1 John.The Bible reference for this first talk is 1 John 1:1 - 2:27.

When selling products or services, how effective is your sales process? And does one process fit all organizations? Ed Marsh is a growth and strategy consultant and the founder and principal of Consilium Global Business Advisors. In this episode of Straight Talk!, he discusses the sales process, methodology, pipeline management, and forecasts and how it all comes together if a company has a solid plan in place.

On today's episode of Manufacturing Talk Radio, we're joined by Ed Marsh from Consilium Global Business Advisors. Consilium is a consulting firm that focuses on working with middle-market manufacturers with an emphasis on revenue growth through marketing and sales. For many manufacturers, sales and marketing can be an issue. Consilium works with senior management to help develop a better understanding of how to grow revenue in a landscape of near-constant transformational change. Learn more about your ad choices. Visit megaphone.fm/adchoices

In the midst of her infertility, Hannah called out to God. She prayed and waited for many years before her prayers were answered. Ed Marsh concludes our series by asking what we can learn from Hannah's persistence in prayer.The Bible reading for this talk is 1 Samuel 1:1-20.

Ed Marsh is a growth and strategy consultant and the founder and principal of Consilium Global Business Advisors. In this episode of Straight Talk!, he digs into how to use data, statistics, and processes to find the best salespeople for your organization. By implementing his ideas, you can consistently hire top talent. Add to that great training, sales management, accountability, and coaching; you have the best recipe for success.

As you engage in growing your company, what is your marketing and sales integration strategy? This is an important question because, at times, the marketing and sales teams run independently, supporting each other, of course, but perhaps losing out on opportunities. Ed Marsh is a growth and strategy consultant and the founder and principal of Consilium Global Business Advisors. In this episode of Straight Talk!, he outlines several concepts and strategies that will enhance any marketing/sales integration program.

In this episode of Straight Talk!, learn about the tools you need to measure the results of your sales force. With proper tools, such as a CRM system, among others, you know exactly how your team is performing and what you can do to empower them to improve. Today's guest is Ed Marsh, a growth and strategy consultant and the founder & principal of Consilium Global Business Advisors. 

In this episode of Sutton United Talk Time Podcast, titled "Heard it Here First", join host Mike and his guest Ed Marsh, the Chief Commercial Officer at Sutton United, as they make history with a remote location recording - a first for the show! They discuss the delicate balance between attracting new fans and keeping traditional fans happy. Ed shares insights into the club's efforts to revamp their facilities while still honouring their history. The conversation takes place in various newly updated rooms at the club, surrounded by old photos from the club's archives. Whether you're a die-hard Sutton United supporter or just someone curious about the team, this episode is for you. Make sure to subscribe, leave a review, and follow @suttonpodcast on social media to stay informed about the latest episodes and access exclusive content. This is one season finale you don't want to miss! #SuttonUnited #ForeverAmber #AmberArmy #InItTogether #SuttonPodcast Learn more about your ad choices. Visit megaphone.fm/adchoices

Modern, Western life seems to be geared towards speed and efficiency. Many of us are working longer hours and taking less time off. Shops are open for longer and everything is available at a simple click of a button, delivered the very next day. Everything is as convenient and fast as possible. At the same time, burnout and mental health problems are becoming more and more common. Does this frenetic pace of modern life work with how we are created to be or are we pushing ourselves beyond what our bodies, minds and souls are created for? About this seriesIn this series, we'll be looking at four practices from The Ruthless Elimination of Hurry by John Mark Comer. These practices are all firmly grounded in ancient, Biblical principles. About this talkIn this first talk of the series, Ed Marsh asks how the practice of silence and solitude can help us to keep our souls healthy in the middle of the hustle and bustle of modern life.Bible references for this talk are Mark 1:35 and Luke 5:16.Buy the bookThe book, The Ruthless Elimination of Hurry, can be purchased online from:Amazon EdenRe-vived

Ed Marsh is a growth and strategy consultant and the founder & principal of Consilium Global Business Advisors. He believes the operational mindset can do more than drive workplace productivity and quality. In this episode of Straight Talk!, he digs into the concept of using the same type of system to drive revenue for companies.

Ed Marsh continues our series on the Lord's Prayer by looking at the differences between temptations and times of trial, and how God helps us to resist temptation.(Bible reference for this talk - James 1 v.12-15)

Ed Marsh continues our series on The Lord's Prayer by asking what the Kingdom of God is and how it should affect our lives today. Towards the end of the talk, Ed gives us 4 steps to help us grow in praying ‘Your Kingdom Come'.(Bible references for this talk - Matthew 6:10; Matthew 12:22-28/13)

God plans things perfectly, there are no mistakes. In the second talk of our Christmas series, Ed Marsh asks how God is working in our lives?

Showing what God has done for usOn Global Partnership Sunday, Ed Marsh continues our series on the Holy Spirit by looking at the very beginning of the book of Acts (ch 1:4-8)

Continuing our ‘The Way of Jesus' series, Ed Marsh looks at what Jesus said about money and its priority in our lives.Once you've watched or listened to Ed's talk, why not spend some time reflecting on the questions that can be found on this page below the video and audio?

Is it okay to be angry?In The Way of Jesus series, we're taking a deep dive into the Sermon on the Mount in Matthew's gospel.In this talk, Ed Marsh talks about a recent cinema trip, his experience collecting a car from Manchester, a quote from The Guardian newspaper and the words of Jesus in Matthew 5 v21-30 to get a clearer view of what God thinks about anger. Once you've watched or listened to Ed's talk, you may like to reflect on the questions that can be found on this page below the video and audio.

The most important thing you can do this yearIn The Way of Jesus series, we'll be looking at the Sermon on the Mount in Matthew's gospel.In this first talk, Ed Marsh looks at what it means to follow Jesus.In his talk, Ed mentions the value of making reading the Bible a daily habit. Two resources he mentions to help with this are:Bible In One Year - https://bibleinoneyear.org/en/Lectio 365 - https://www.24-7prayer.com/resource/lectio-365/Once you have watched or listened to the talk, you may like to reflect on the four questions that can be found below the video and audio.

Ed Marsh concludes our ‘Who Are We?' series by looking at 1 Corinthians 3, v1 - 23.

2 Samuel 6:12-23 (& Psalm 63, Psalm 145)Is worship something we do only when we're feeling happy, or when life if good? Is it possible to worship when things are challenging?Ed Marsh looks at what worship meant to David at different times of his life, and asks how we can apply this to our lives today.

Join host, Alan Porter, as he welcomes Ed Marsh, 27-year veteran of Tech Writing & host of the Content Content Podcast. Ed shares his insights on creating a podcast to connect with more people in the Content industry in order to get broader perspectives. Visit Nuxeo's main site at: www.Nuxeo.com Visit Hyland's main site at: www.Hyland.com Podcast produced by: AlberichTandD.com

In our Choose Joy series, we're using Paul's letter to the Philippians to see what the Bible says about joy. Ed Marsh ends the series by looking at what it means to be content in all circumstances.

Ed Marsh continues our Love Works series by looking at what the Bible says about singleness.

Welcome to the fifth episode of our show FYB The Hard Line, dedicated to supporting & developing Women's grassroots Rugby.Joining host Lucy Ware on the topic of starting a Women's Rugby team are Ed Marsh, Kim Johnson & Ryan Sabet.SUPPORT OUR SHOW - GET 10% OFF ANYTHING AT RUGBYSTORE.CO.UK BY USING OUR PROMO CODE FYBPOD AT CHECKOUT!SUPPORT OUR SHOW - https://supporter.acast.com/fyb-rugby-round-tableFollow our social channels -Facebook.com/fybrugbyTwitter - @fyb_rugbyInstagram - @fyb_rugbyOur website - www.fybrugby.comSupport this show http://supporter.acast.com/fyb-rugby-round-table. See acast.com/privacy for privacy and opt-out information.

We return from a hiatus with content strategist Rahel Bailie! She joins Ed Marsh to talk about an uneven history of content strategy, object-oriented content, how her career has led her across two continents, and the history of women in technical communication. Her Content Strategy book with Noz Urbina remains one of Ed's most highlighted (highlit?) reads. We discuss Content Operations (ContentOps or DocOps), introducing efficiency, and more. I hope you laugh as much as we did. Mentioned during this episode: Scott Abel, the Content Wrangler An uneven history of content strategy Back to the Future Deane Barker The need for content operations Ann Rockley STC Pandoc Rahel on Twitter Rahel on LinkedIn Rahel's site Raving Schema.org Vale linter Visual Studio (VS) Code

The secret of love is…? Ed Marsh kicks off our new series, Love Works.

Episode one is here! Welcome to the new football podcast 'There is a floodlight that never goes out', hosted by Tom Wilkinson, Will Gillespie and Ed Marsh. On episode one we chat about who we would pick in our 23 man England squad, our thoughts on the Euros and whether or not Gareth Southgate is the right man to lead England. Follow Us On Twitter: https://twitter.com/FloodlightPod --- Send in a voice message: https://anchor.fm/floodlightpod/message

Be prepared to take a stand. Ed Marsh kicks off our new series, Stand, where we’ll be looking at the book of Daniel.This first talk asks:What are your values? What are we prepared to take a stand for?

Alisa Bonsignore, strategic communications consultant, talks to Ed Marsh about how she fell into things her entire career, global and career sustainability, and how to have a growth mindset during this. Mentioned during this episode: Alisa's business - Clarifying Complex Ideas Alisa on Twitter American Medical Writers Association Melissa Breker http://edmarsh.com/2016/09/01/off-wall-presentations-featuring-ben-woelk-content-content-podcast-episode-11/ http://edmarsh.com/2018/01/23/installation-not-user-task-featuring-andrea-ames-content-content-podcast-episode-21/

Ed Marsh continues our series by looking at what Jesus meant when he said “I am the Good Shepherd”.

Sara Feldman, customer success enablement advocate, talks with Ed Marsh about job hunting during a pandemic, achieving outcomes, "pre-charging" before conferences, and more. Mentioned in this episode: ESET softwareThink with GoogleWhat's in it for me (WIIFM) - Ed Marsh's STC InterChange keynote presentationBen Woelk's Hope for the Introvert podcastRick Beato on YouTubeMatch Game

Ed Marsh introduces our new Isolation Toolkit series.

If you want to hear a great story about a great career, you need to listen to Noz Urbina, the best-dressed man in content strategy. Noz talks to Ed Marsh about how to make content a business asset, literally writing the book on content strategy, and his path to creating his own consultancy and conference. Mentioned during this episode: Softquad XMetaLMekonCongilityOmniX conference - get €50 off with the code 50urbiCarrie HaneContent Strategy: Connecting the dots between business, brand, and benefits

What is buyer intent data and how are marketers using content-level buyer intent data to get incredible inbound marketing results? This week on The Inbound Success Podcast, Intentdata.io Chief Revenue Officer Ed Marsh breaks down the topic of buyer intent data, and specifically talks about how contact-level buyer intent data works, and how marketers can use it to get better marketing and sales results. Highlights from my conversation with Ed include: Ed defines intent data as "the collection of signals that indicate that somebody may be in market ready to buy your product or service." While it is a relatively new term, we all have intent data available to us. There are three kinds of intent data. First party data is what we have through the analytics software we use (ex. HubSpot). Second party comes from companies that sell data they gather through their own platforms. Third party data is collected from throughout the internet. Most intent data providers give you company-level data. Intentdata.io provides contact-level data which specifies exactly which individuals are taking high intent actions and what their contact information is. Company-level data can be used by sales teams to determine which accounts to target, whereas contact-level data can be used to create highly targeted marketing campaigns. With Google banning third party cookies, many intent data providers (particularly those who offer second-party data, will no longer be able to offer their data. One way to use intent data is in paid ad campaigns, and specifically for the creation of custom audiences. Another way is to trigger targeted email marketing drip campaigns or sales outreach sequences. Regardless of how you're using the data, the key is to have a way to unify all of that information and clean it up so it can be used correctly in your campaigns. That is where having some sort of customer data platform (CDP) can be useful. Ed says that the best way to get started with intent data is to focus on existing customers (for upsells and cross sells) and then on opportunities already in the pipeline, to see if you can close them faster.  Resources from this episode: Visit the intentdata.io website Email Ed at ed@intentdata.io Listen to the podcast to learn more about contact-level buyer intent data and how you can begin to use it now to get better marketing and sales results. Transcript Kathleen Booth (Host): Welcome back to the Inbound Success Podcast. I'm your host, Kathleen Booth, and this week my guest is Ed Marsh who is the chief revenue officer of intentdata.io. Welcome, Ed. Ed Marsh (Guest): Thank you very much, Kathleen. Great to be back with you. Kathleen: You’re one of the very, very few people who has been on this podcast twice. Ed: Well, it's a pleasure and an honor. Kathleen: It's less than five. I don't know the exact number, but it's definitely less than five. It's a small and exclusive club. Ed: As successful as your podcast has been, you're north of 100 episodes now, right? Kathleen: Oh yeah, it's like ... I think I'm around 130+ episodes. Ed: That's really neat. Kathleen: I have surprised myself. Yeah, it's great. I feel like now I'm one of those people who's competitive enough with my own self that now I can't stop. Ed: Both ... Kathleen: It's great. No, I'm excited to have to back, and you are back here really representing a completely different company, intentdata.io, which I don't think existed. Either that or it was like the kernel of a company when we first spoke, the first time I interviewed you. Ed: Right. About Ed Marsh and Intentdata.io Kathleen: Let's start with kind of a re-introduction to my audience. For those who either didn't hear you the first time around or heard you the first time around but aren't familiar with what you're working on now, could you talk a little bit about who you are, what you do, and what intentdata.io is? Ed: Sure, absolutely. We know each other, obviously, from the HubSpot community, the Inbound community, and have been kind of colleagues as agencies in that world for a number of years. In the context that we originally spoke, I was really working in that agency role but not as an agency consulting for middle market industrial manufacturers. But of course in the context of all of this inbound marketing work, inbound has evolved. It's not a binary world where outbound is evil like they used to say. No, the marketing takes all of these pieces. It takes inbound, it takes outbound, it takes paid, it takes great sales enablement, it takes all this stuff rolled together. And one of the pieces that I began to roll into it several years ago was intent data, and it was very immature at the time. It's evolved quite a bit, but it's really through the realization that marketing needs to be approached holistically for most businesses in this hyper-competitive, hyper-content saturated world that we're in, every company needs every tool, and they need to use it really effectively and intelligently both strategically and tactically. So against that background, I began working with a classmate of mine, actually from our mutual alma mater from Johns Hopkins that had worked on substantially developing and improving an algorithm for a very different approach to intent data than much of what was out there. Through that work I then began selling it and experimenting with it, and it's been substantially refined over the last several years. That algorithm is at the core of the intentdata.io business, and we've also incorporated some other elements like platform CDP in order to help companies fully exploit their full data stack and other stuff. That's kind of how I got to where I am today and why we're talking in this role. What is buyer intent data? Kathleen: That's so cool. I suspect that while most listeners of the podcast are pretty advanced, intent data's still a pretty new topic. I don't want to assume anything, and therefore can you just start by two to three sentences, I know this is going to be tough, can you explain what intent data is? Not necessarily what you guys do but what intent data is. Ed: Sure. So what's really interesting about intent data is that most companies already have it and they don't realize it. Because there's this new term that we've put on it. Intent data is the collection of signals that indicate that somebody may be in market ready to buy your product or service. So that could be visiting with you at an event or a trade show. It could be agreeing to have a meeting with you. In the common lexicon or parlance, it often is online activities like engaging with content, engaging with a competitor, social follows, and stuff like that. How intentdata.io is different Kathleen: Great. And there are a whole host of companies that have sprung up really in the last, I would say, two years that are calling themselves intent data companies. You mentioned that your algorithm and your approach is a little bit different. Can you explain what you mean by that? Ed: Sure. There's a broad spectrum of companies that say intent data, some of which are really static databases. Some are visitor identification. So if an unknown visitor comes to your site, you can use reverse IP lookup to figure out what the company is. Some are selling account level data that's sourced through different means including DSP or bid stream data from programmatic advertising. Some through publishing co-ops. There's first party data which is what companies have themselves that you collect through HubSpot. Second party data is like TechTarget sell which is based on their own publishing platform. And third party data, which is collected, supposedly or theoretically, everywhere else on the internet, although it's often from a small collection of sites. Kathleen: Now, I have a lot of questions. So in your case, what makes intentdata.io special, different, unique? Ed: So intentdata.io intent data is contact level intent data which is quite unique. There's a lot of companies out there that sell account level data. In other words, we can't tell you who the person is. We just can tell you there's been a bunch of people from IBM that are taking such-and-such a kind of action. There are companies that take account level data and then append to it their best guess of who the contacts might be based on who you tell them you'd love to talk to. You know, if you want to sell to CMOs and they see somebody that meets your ideal customer profile from a firmographic perspective taking action, then guess what? They're going to append the CMO's name, and you're going to get all excited, and you're going to think, "This is exactly what I want." What we do is we actually tell you who the person was that was taking action, and we give you their contact details, and we give you contextual information around the action they took. So not just engagement with some kind of an opaque topic, the taxonomy of which is completely mysterious, but rather we say, "They took action with an article online that had, at its core, this key term that we know is important to you." And because of that, then you can gauge where people are in the buying journey, the problem they're trying to solve, the outcome they're trying to achieve that competitors are talking to. You pair that with the information embedded in the job title like seniority and function with the firmographic details, and suddenly you have this really rich understanding of what's going on for the individual. And then of course when there's multiple people from the same company for the account and for that 10.2 person buying team that challenger talks about. Kathleen: Yeah, you're hitting on something that I think is really interesting. Because I started really looking at intent data probably a year and a half ago, and that's the kind of cool thing about the podcast is I get to talk to a lot of different people, I learn about a lot of different vendors, and specifically marketing technology vendors. Now I'm in a role as VP of marketing at Attila Security where I'm looking at, "What should my tech stack be?" And I've done this in a couple of different places now, looked at, reviewed intent data vendors. And I would say my perception, coming at this as an outsider, is that the big names that you hear most often are the ones that supply the account level data, as you described. I'm not going to name names, but that's basically what it is. Company x, lots of activity, they're looking at things. But you don't really know who in company x it is, and they market it as an account based marketing tool. So you're already doing account based marketing, you're already targeting companies. We are going to tell you which companies are showing the most interest. Which I can see the value of, but I'm actually really interested in this contact level stuff. Because yes, I think ABM has a lot of value, and it's something that I'm going to be working on, but I just can't help but think nothing beats knowing who the exact person is. You know, because at the end of the day that's the person who's either going to champion you or make the decision to buy. So, it's interesting to me that more companies haven't gone contact level data, and I'm curious if you can comment onto why that is. Why most intent data providers don't offer content-level buyer intent data Ed: Yeah, so there's a bunch of different reasons. Some of the big name companies started out unable to deliver contact level data and explained that as a technical impossibility or an illegality. And so there's some perception in the market that that's the case, neither of which are correct. A lot of the large name data is now sold just as an embed in other software, like with ABM software and/or with a contact database. And so it's just really easy for somebody to pay an extra 30 or 40 or 60 grand a year and get the data that just kind of flows. Of course- Kathleen: It's a lot of money, too, like, some of those add ons that you're talking about. Ed: Right. I think the other issue with intent data, of course if we have contact level intent data, it's easy to look, just on a pivot table for instance, at how many contacts from the same company are taking action. So you still get the account level insight, but it's a twofer. Not only are you getting that, but you're also getting the contact level insight. I think that one of the places that some companies have struggled with it is to just say, "Okay, I want to take this list of contacts, and I want to start blasting emails at them using, you know, SalesLoft or Outreach sequences”. And that's not all that effective. The companies that are really effective with it are the ones that take a more thoughtful approach whether it's in marketing, in sales, or both. So when you look at account level data, the reason that often succeeds with a sales team is because the sales team says, "Wow, there's something happening. I got to figure it out," and they start working contacts until they figure out where it is. And then it becomes a self-fulfilling prophecy. Whether they created the project through their diligence or uncovered it, nevertheless it's associated with intent data. On the other hand, marketing departments can take that contact level intent data, create custom audiences with it, for instance, and then do really remarkably focused and tailored paid ads to very specific audiences, again drawing on all of the contextual detail of stage and buying, journey, problem to be solved, etc. with a really tight sort of a messaging matrix. So to answer your question, from a marketing perspective, contact level data can mean more work. It's not as easy as just having Triblio tell you, "Okay, focus on these accounts." I mean, it takes additional work, particularly if you're going to use it for other use cases like event marketing in addition to demand gen. Market research is a great application for it. So you know, I think part of its awareness. Part of it is the initial perception that there was some impediment to using it, and part of it is the fact that there's more work to make it effective. How will Google's ban of third party cookies impact intent data? Kathleen: Now, I'm going to ask what might be a dumb question, but I've been reading in the news lately about how Google is going to ban and/or phase out the ability for people to use third party cookies. And I'm still trying to wrap my head around what that means. But it seems to me, this is where it might be a dumb question, that it's going to affect some of these intent data providers, particularly the ones that are looking at leveraging data coming in through ad platforms. Is that correct? Ed: Yeah, I think it's not a dumb question at all, and it's very perceptive of you. That's precisely correct. If you look at one of the very common methods of collection of intent data, it's based on programmatic advertising platforms. It's bid stream data, it's collected through a DSP, and what's interest is that- Kathleen: What's a DSP? Ed: Honestly, I don't even know what the acronym stands for. I'm going to embarrass myself. Kathleen: No, I mean I have no idea either. I was like, "Oh my god, am I just the only one who doesn't know?" Ed: What's interesting is that many of these providers have actually, going to set up a DSP without the intention of brokering and placing ads. But so they have the insight into what's happening into the market. Kathleen: Interesting. Ed: Who has space available, what kinds of topics, and who wants to put ads onto those pages. So it gives them some insight they've been able to build their intent data collection on, but that's predicated, to a large extent, on third party cookies, which of course Apple and Firefox did away with a while ago, but Google has announced a couple weeks ago they'll do on Chrome as well. Kathleen: Ah oh, by the way, I'm going to confess I did just Google DSP. It's a demand side platform. Ed: There you go. Kathleen: "Buyers of digital advertising use to manage multiple ad exchange and data exchange accounts." I had to look that one up, so you learn something new every day. Ed: Perfect. There are some alternative methods that companies in that space use. They try to call it fingerprinting and some other things, but they're just not effective. And so you're absolutely right. Although the sunset deadline I think is two years off, there are, in this crazy intent industry, there are companies demanding three year contracts right now including some that are selling DSPs. So how'd you like to be a company that signed a three year contact for that about a month ago? Kathleen: Yeah, and your provider's going to basically become obsolete, or they're going to have to figure out a different way to do it. So okay. Well, thank you for clarifying that. I didn't want to take us on too much of a tangent, but it's been on my mind. Understanding third party cookies is ... it's complicated. Ed: It is, for sure. Kathleen: So I probably need to do a whole separate episode just on that so that people can understand it, including myself. But in the meantime, so we're talking about contact level intent data, which in your case is not going to be affected if I understand correctly by Google's ban of third party cookies. Ed: That's correct. How are marketers using content-level buyer intent data? Kathleen: So now I'd like to shift gears and really talk about, "What does this look like in action?" Like, how are marketers using this information to improve their inbound marketing results? Do you have some examples you can talk us through? Ed: Sure, absolutely. I think that there's really three phases. One is building a full data stack. The second is doing proper analysis and segmentation, and then the third is doing orchestration. And if you look at kind of the maturity of the market right now, there's very few that are at the orchestration stage. There's not all that many that are doing the analysis and segmentation correctly, just because the limits of the existing martech stack that they have. But let's kind of, if you're up for it, let's work through those three kind of quickly. Kathleen: Let's do it. Ed: Chunk each one out. All right, so first you've got to have ... I shouldn't say it that way. It is beneficial, and as the process matures more companies will have a full data stack. So that means first party data, not just what you're observing of known users on your site, you know people that convert forms and come back and look at the pages, but anonymous first party data, who from companies is visiting your site that you don't know who they are, and then first party data from elsewhere in the organization. For instance, information on in-app usage and transactional information. There's all kinds of first party data that companies just partition. They think, "Well, that's customer service," or, "That's operations," or whatever but really is important to understand that entire customer life cycle. I think it's also important for companies to think of intent data across the customer life cycle, not just as a prospecting and demand gen sort of tool. Because it's got use cases across. But also in that full data stack, you might want some second party data from a couple publishers that are particularly strong in your industry that own those relationships. They have opted in readers and subscribers that have some really important insights into what's happening on their platform in that space and that subject domain that's important to you. And then third party data. And typically a couple sources of third party data. A great example in the martech space is G2 Crowd which doesn't give you a lot of signal but certainly gives you some important signal. You mesh that with something like our intentdata.io data, and now you've got a really interesting perspective. Those then, you've got to roll them up, properly unify them, cleanse them, and then you start to enrich it. And you enrich perhaps the technographic information or firmographic information. Or you understand about parent companies, and child companies, and how all of that's fitting together, you do some validation: validate email addresses, validate physical addresses because there's more marketing being done B to B with direct mail again, now. So all of this stuff has to kind of be rolled up into a very accurate, single customer view. That's one of the places that current marketing technology tends to fall a little bit short. Although there's great synchronization in many cases, there's not a lot of great unification of the data, and so that becomes a barrier sometimes for companies. They've got a great stack with Salesforce and Marketo and Drift and all these important pieces that fit together, but they're just not quite able to get it all rolled up into one very accurate, properly enriched, properly unified view. So then that sometimes is a barrier to the second step which is the analysis and segmentation. So think about it, for instance, if you had ... You talk a lot about ABM so you probably know Kerry Cunningham from Sirius and now Forrester that talks about second lead disease. You know, Kerry makes the point that we all get really excited about the first lead from a new logo, and that's great. The second lead from that same logo comes in, and people say, "Oh, that's cool. That's interesting, but we already have one. We're already working it." His point is that second one is the one that ought to get people excited because now you know that there's something more going on. It's not just some person, a crackpot, doing research on their own, but there's some sort of organizational activity. Kathleen: Right. There's water cooler talk happening at that company. Ed: Exactly. So let's extend that. Let's say that you have one or two people that convert on your site, known people in your first party data. Let's say that one of them has a demo, you know gets the freemium version of it and uses a lot of it, and one of them gets the freemium version and doesn't use it much. Let's say that there's two or three people from the same company that hit your site a number of times but don't identify themselves. So you know there's additional activity in the company. Now, let's say in third party data you see some of those same people plus other members that you know would be part of that buying team, in other words the right roles and functions are in place so you know there's a project, and you see them engaging with competitors, engaging with industry news. You can see where each of them is in the buying journey. And so now you've got a really interesting understanding of what's happening across that whole company. You've kind of validated the fact there is a project. You understand the roles that you see engaged. You understand the roles that aren't engaged or that you don't see and what your sales people need to focus, etc. But if you think about it, if you try to do that in a lot of the marketing automation software, you can't do it. I mean, even stepping from the contact level to the account level in many cases is a little bit tricky. It's not really a relational database the way you need it to be with most of the marketing automation platforms in order to do that sort of thing. There's two pieces. One is the technology piece, and the other is kind of the intellectual rigor and curiosity that's necessary to go through and say, "Let's build scenarios that really would tell us it's likely, it's sure," however you want to chunk them — MQL, SQL, whatever the case may be, and that's that analysis and segmentation then that gets really, really interesting and where companies, I think, in general are not yet hitting that point. They're kind of taking the list and saying, "Let's see who's on our target account list, and let's follow up with them," as opposed to using that list as a way to inform the target account vessel. Then the third piece, once you've done that, if you've got it all properly segmented, including micro segmentation so that the messaging is appropriate for the function, the seniority, the stage in the buying journey, competitors they've talked to, pages they've been on your site, all of that kind of stuff. Then you want to orchestrate, and you want to pull in your entire martech stack. So you want to automatically launch sequences from Outreach if that's what you're doing. You want to automatically add people to the right custom audience for a social advertising. You want to automatically add people to the right segment and address so when they come, they have exactly the right customized chatbot experience when they come. And you want all this stuff to happen automatically and at scale. And then further, you also want the automation to push the dots close enough together for the sales team. You want to suggest to the BDR, "Here's what we've observed. Here's what we infer from that. Therefore here's the template we think you should use and the enablement content we think you should use." You want to let the sales person or the AE know if they're in the midst of an opportunity and you see engagement with a competitor, then you want to make sure that they're clear not only that it happened but give them some context of the role and whether that person is also part of their deal or a new person. Just help them understand how to react to it. Because there's so much information flowing at people, it's really important to give them that context so they can seize it and action it. So I've been rambling, but I think those are kind of the three key areas to fully put intent data to work. Who is having success using intent data? Kathleen: It's incredibly clear to me that this holds amazing potential for marketers from so many different standpoints, and you covered a lot of them. You know, in terms of ad targeting, in terms of key account selection, helping your sales team, your BDR, your SDR, etc. do their job better, but it also sounds really complicated. So is there anybody out there that you've seen in the wild who's really doing this well? Like, who's really using this information well and getting results with it? Ed: There are some companies that are doing it, and it's places where they've had one person that kind of really seized it, applied creative energy to it, saw the opportunity, and grew with it. I understand absolutely your point about it sounding complicated. On the other hand, if we were to talk about doing digital marketing really well, that's really complicated too. And so there's always layers. I mean, you can start easy and then gradually progress into it as the organizational maturity and resources satisfy that. Kathleen: Yeah. Have you seen any success stories like where somebody's really been able to point to intent data and say, "That was the thing that helped me double my results or land that key customer"? Ed: Yeah, so we're not at liberty to discuss any of our client data and success stories because of nondisclosures. There's a lady named Amanda Bone who spoke at the B2B Marketing Exchange in Boston actually in conjunction with TechTarget talking about what they've done with a very robust intent data program, and I think the story that she told really illustrates the way you have to move into it progressively, you have to be very clear that you've got these cascading goals that you want to achieve. You're not going to try to do everything immediately, but also she understood the importance of having some platform that would help to integrate the data from different sources so that it wasn't just, you know, I got to look here, and then look there, and then look there, and hope that I remember it but rather pulled it together into some sort of a single view that made it actionable both for marketing and for sales. Unifying your intent data for use in marketing campaigns Kathleen: And what kinds of platforms do that? Ed: A couple of the intent data companies have very limited platforms that they may integrate anonymous first party data. In other words put some sort of an IP address lookup tool on your site in conjunction with third party data and provide a roll up of that, but the right answer I believe, and the direction that we're headed with clients, is to use a full blown CDP, to have the full capability of unification and the full capability of orchestration. Getting started with contact-level buyer intent data Kathleen: And so if you were somebody listening and you're thinking, "This sounds really cool. I would love to dip my toe in the water," but they're maybe intimidated by the full blown picture of, "Here's what it takes to really knock it out of the park," how would you suggest a marketer get started with this? What are some smaller things they could do to maybe have some initial wins and demonstrate success to, of course, as every marketer needs to think about like get that organizational buy in. Ed: Sure, absolutely. One of the really cool things about intent data is if marketers use it well, they can foster the alignment that seems so elusive between departments. So I look for quick wins with your partners on the success team, and that means feeding them signal from current customers and providing some training so that they understand how to interpret that signal. But if you see a current customer that's taking action with competitors or researching stuff, it's also a good upsell cross sell opportunity. So turn reduction, upsell, cross sell. So you can win with a success team pretty easily that way. With the sales team, I would discourage you from trying to start pushing them a bunch of new leads. I would focus on pending opportunities and target accounts and push them that signal. Now, you're going to have to provide a little bit more coaching and training in that case. And so you might want to phase it in gradually because nothing would be worse than a clumsy salesperson calling up and saying, "I thought you said you were going to buy from us. Why are you talking to the competitor?" That's not the way to use the data. So you want to make sure you train to avoid that. In terms of the marketing function itself, two easy places to start. If you're running pay ads, then develop some parallel paid ad programs with custom audiences, very tailored messaging. That's a relatively easy lift if you already have a paid ads program in place. If you're not doing any paid ads then that's going to feel like a project. So that's a judgment call. The second is to monitor events. If you're in an industry where a competitor of yours sponsors an event, what a fabulous opportunity to understand who the people are engaging with that event and target them with outbound sales. If you have industry wide events then do the same sort of a thing, but it's not specifically for targeting customers. It's obviously to create a base of leads for paid ads, for salespeople outreach, and maybe even in some cases if you're going to have a salesperson at an event and you're not investing a ton of money in exhibiting there. Use that to help them schedule appointments before they go. So those are a couple easy marketing use cases as well as a couple easy ways to incorporate it with sales, and success, and build alignment and buy in. Kathleen: Yeah, it's interesting that you mentioned events because I've thought about that. Even if you are exhibiting, if you're going to spend the money to have a booth at an event, most events these days don't give out their attendee lists. Ed: Right. Kathleen: And so, you know, marketers are left kind of scrambling with, "Well, how are we going to drive people to the booth?" Because you can send out a big blast, but you don't know that the people getting it are actually planning on attending, but if you can use intent data to narrow down your marketings to people who are going to be going to the event, then you can use a combination of advertising. You could ... there's all kinds of things you can do to really get in front of them before that event. Ed: Absolutely. For sure. And that investment is huge. That's where a lot of companies' marketing investment is going, but there's applications for the intent data before the event, during, and after. And of course there's also applications for event organizers for companies th at are organizing their own event and then opening it up to kind of parallel players. That intent data gives you ability as an event organizer to monetize for your other exhibitors. Because you can then say, "Hey, look. You're in such a such a space. We will, as part of the event package if you buy this add on, we will provide informational people that we see engaging that we believe are going to be attending the event that are particularly interested in what you're doing." So there's additional value as an organizer to monetize when you're exhibiting. Is buyer intent data GDPR compliant? Kathleen: Now, I'm sure that there are some marketers who are listening, and one of the questions that they'll have is, "What implications does GDPR have for all of this?" Because we're talking about contact level data, both data that you might be harvesting as the marketer using intent data, but you also just mentioned like event organizers sharing that data with others. So can you just talk about that for a moment? Ed: Show me two attorneys that will give you the same answer about any GDPR topic. I mean, we can certainly talk about it. There is no definitive answer. Every company has to have its own philosophy. I can tell you that we have clients in the EU that run our data the way we normally provide it. We also have clients in the EU and in the US that request that we mask certain fields in the data. So they get the job title, for instance, from which they can discern a lot of information, but they don't get the name and email address, and they still get most of the value out of it. So those are things that each company has to decide. The bottom line, we believe based on our understanding, is the data is entirely GDPR compliant as it. And because of how we harvest, what we're doing is we're watching people take action publicly online. So it's very much akin if you saw somebody comment on a blog post, on an article on Forbes or on a conversation on LinkedIn and you're a salesperson in the EU, there's nothing that prohibits you from figuring out who that person is, and reaching out, and contacting them saying, "It looks to me like this is of interest to you." So I mean, that's the closest analogy to commonly accepted sales practice that describes the data and why it's acceptable. Kathleen: Yeah. Yeah, that makes sense. You're right, it's a total gray area, but I appreciate you trying to clarify that. Kathleen's two questions Kathleen: So shifting gears, I have two questions I ask all of my guests. You've been down this road before, but we're going to do it again because some time has passed. So we'll see if your answers have changed. Who do you think, either company or individual, is really kind of setting the example for what it means to do great inbound marketing these days? Ed: And I can guarantee you my answer isn't changed because I don't remember what my answers were. So I would say to that, a company called Mosquito Squad. I don't know if you've ever heard of them. Kathleen: Oh, yeah. Ed: Where I live in New England, the mosquitoes are horrible in the summer, and I get tired of ... Basically, you can't go outside for part of the year. So I got really fed up in hunting around, and they popped up, kind of typical inbound playbook, but then they have so fully integrated a helpful, and informative, and consultative approach throughout the process that made it easy to understand why to use them or what was involved and we ought to select them. Then it made it really easy to understand once we did what the process was going to be. Then they're really good about letting you know, "Okay, we're going to be there in 20 minutes. Okay, we're done. Here's what we did. Here's the invoice." I mean, it's so well integrated that not only did it make it easy to find them and learn about the service, but it makes working with them really easy too. Kathleen: Yeah, you're right about those mosquitoes in New England because I grew up in New Hampshire, and my mother used to go out to do yard work, and she literally would wear a hat that had a net that came down and like tucked into her shirt. It'd be like 90 degrees, and she'd be in long sleeves and long pants, and the pants would be tucked into her socks. It was just crazy. Ed: Right. Kathleen: So second question, getting off the mosquito topic, things change so quickly. This is a great example of that. Intent data, DSPs, most marketers really have trouble keeping up with all of it. So how do you personally keep up with everything that's changing in the world of digital marketing? Ed: Well, what I do specifically is not focus on inbound and digital marketing. I try to watch business more broadly. With general business resources, about trends in the economy, I mean there's certainly some kind of advertising and marketing related blogs that I follow and newsletters that I get from Ad Age through some others. I use a lot of Google Alerts around very specific kinds of terms because that way I'm not limited in hearing from the sources that I know about, but I'm discovering new sources as information becomes, and different perspectives become, available. I think like most people, this is a pitch for yours, podcasts are a great way to just kind of parachute in, get some ideas, see where there's an interesting episode, listen to it. You can do it while you're doing other things. So those are a great tool. Then the other thing that I do is follow a couple people, not so much because I'm so excited about the ideas they talk about but because I really love watching the way they create content and practice their craft. So I learn from seeing how folks balance all the media, and produce a lot of content, and build social following, and I just appreciate the way they do it whether or not I agree with the message that they're espousing. Kathleen: Can you name some names? Ed: Well, having said that I may not agree with the message they're espousing I got to be careful, but I mean there's some prominent marketers in the Boston area that have very large followings, that have a loudly proclaimed opinion about a lot of different things, that I think sometimes it's a little bit superficial or vapid, but they do create a lot of great content across a lot of channels. Kathleen: All right. With that caveat, come on I'm going to keep plugging. Who you got? Who you got? Ed: I think Dave Gerhardt is really interesting to watch. Kathleen: Oh yeah, for sure. I mean, you agree or disagree with anything he says, it's you can't disagree with the fact that he has successfully built a tremendous audience. Ed: Right. Kathleen: There's no two ways about it. Ed: Right. Kathleen: He actually gets mentioned a lot as a response to that first question I asked you. Yeah. Cool. Well, that's all interesting, and any particular podcasts that you are really a fan of? Ed: More general business ones. I love Business Wars. I like listening to The Knowledge Project from Shane Parrish. I like listening to some of the same ones that other people talk about, Joe Rogan where you get interesting perspectives from people of in depth interviews, history things. You know, Bonsai and all kinds of stuff. There's a lot of great podcasts out there. Kathleen: Yeah. I always love hearing what other people are listening to because there are so many out there, and I wish I had 48 hours in every day to listen to podcasts. It's a great way to learn. Ed: Like the numbers, if you compare the number of blogs to the number of podcasts, I don't remember what the numbers are, but there's like 3% the number of podcasts. So people that say that podcasting is already over the hill, I don't think that's the case. Kathleen: No. Well, it better not be. Because I'm on episode 130+ and I plan to keep going, so. Ed: You've got many more to go. Perfect. How to connect with Ed Kathleen: But then again, maybe that makes me an OG. I have no idea. This has been fun, Ed. I appreciate it, and if somebody is listening and they want to reach out to you and ask a question about intent data, or they want to learn more about intentdata.io, what's the best way for them to do that? Ed: They can email me at ed@intentdata.io, or they can go to the website intentdata.io. You know what to do next... Kathleen: Awesome. All right, I'll put those links in the show notes. And if you are listening and you have not yet taken a moment and gone to Apple Podcasts and left the podcast a review, I'm going to ask you to do that today. It's how we get found by new people. We're 130+ episodes in as we talked about, and I would really appreciate it. So if you're a regular listener in particular, take a minute and leave a review, and if you know somebody else who's doing kick ass inbound marketing work, tweet me @workmommywork because I'm always looking for new inbound marketers to interview. Kathleen: That's it for this week. Thank you so much, Ed. This has been a lot of fun having you back for a second time. Ed: Well thank you very much, Kathleen. I enjoyed it as well.

Army Veteran Ed Marsh was a paratrooper in the 82nd Airborne Division. Today he runs his own B2B marketing consulting agency called Consilium Global Business Advisors. His expertise is in marketing, and more specifically, helping companies sell more by reaching new buyers globally. Ed is also a keynote speaker at many industry events and is an export advisor to American Express. Ed can be reached at em@cgbadv.com

Hannah Kirk (@pinkhairedCS), the Pink-haired Content Strategist, talks to Ed Marsh about conference experiences, how academia compares to Silicon Valley, how kids interact with technology, and reminds Ed how old he is. Mentioned during this episode: LivefyreGatsbyJSDocusaurusMDITA/Lightweight DITAXMetaLTrends in Technical Communication for 2020 and beyond - Cherryleaf Podcast episode 76Type-in programsHannah on Medium

The relationship between prayer and praise.In our Prayer Power series, we’ll be looking at the value and importance of regular prayer in our lives. This first talk looks at the relationship between prayer and praise.Using Psalm 18 as a guide, Ed Marsh gives examples from his own life when he has found prayer to be a way of praising God even in the storms of life. Would you like to learn more about Christianity in 2020? The Alpha course is a great way to learn more about Christianity in a relaxed, informal environment. Our next course is starting on Tuesday 14th January 2019 and we would love you to join us (we’ll even provide a pudding!). Sign up HERE.

Phylise Banner, learning experience designer, talks to Ed Marsh about being a digital native, why eLearning and forms are so bad, what it's like coordinating the online community at a major conference, and her passion for education theory and transportation. Mentioned during this episode: ABD (all but dissertation)Modern Learning podcastLuke WroblewskiFERPA - Family Educational Rights and Privacy ActAmphicarPiper CherokeeMatt PierceSam Rogers

On this episode of Intent Topics we are joined by very special guests, Ed Marsh & John McTigue from IntentData.io. Today we'll be talking about the current state of intent data and where we see it going in the future.

Whose world is it anyway?In the first talk of our 'Change the Story' mini-series, Ed Marsh looks at some of the key issues we face today when trying to be responsible stewards of the world we live in. In the second part of this talk, Maria shares some personal experiences and provides practical steps for us to consider implementing in our daily lives.

Hear from Ed Marsh, CRO of Intent Data, on how contact level intent data allows you to effectively target buyers with relevant messaging for ultimate success in your sales and marketing efforts.

Keeping up with the JonesesFrom supermarket shopping to car insurance, mobile phones to careers, it can be difficult not to compare ourselves to others. In this talk, Ed Marsh looks at what the Bible says about comparing ourselves to others.

Viqui Dill, Senior Technical Writer at American Woodmark in Virginia, talks to Ed Marsh how everyone is a project manager in some form, life in the (literal) hardware industry, her day of 500 hugs, what is just-in-time documentation, and more. Viqui is also an accomplished "bad-ass bass player' and a self-proclaimed techcomm evangelist. Viqui Dill - 2017 STC Technical Communication Summit Mentioned during this episode: Gully WasherAmerican Woodmark2020 design softwareSTC Instructional Design and Learning (IDL) Special Interest Group (SIG)STC DC Metro chapterSTC Philadelphia CONDUIT conferenceViqui on TwitterViqui on SlideSharePower of StoryDjembeDr Heidi Lawrence501(c)(3) corporationSTC George Mason University chapterEd's presentation for the STC IDL SIG - Driving your Docs with Data

In this episode of Talking Marketing, we sit down with Ed Marsh an international business consultant and the founder of IntentData.io. Ed talks about what intent data is, the different types of intent data, and how marketing and sales can be using intent data to better understand their customers. 

Alan J. Porter, Head of Strategic Services Practice at [A], talks to Ed Marsh about why tech writers are now content engineers, why metadata is important, what it's like to document massive hardware, and more. Alan J. Porter, guest on the Content Content podcast Alan is also an accomplished author and critic of comics, pop culture, sci-fi, and more. Mentioned during this episode: XyWrite Grif S1000D Circuit of the Americas Word2DITA plug-in by Eliot Kimber Caterpillar Concorde Alan's Open Wheel podcast Napoleons and Shakespeares featuring Teresa Meek – Content Content podcast episode 14 Experiences have to be assembled with Cruce Saunders – Content Content podcast

John and Ed have been doing business since the early 2000s! We get caught up and touch on Buyer intent data - from body language to website behavior First party, second party, and third party intent data What pages are they viewing? Enterprise pricing or startup versions Ways to gather data for free through social Utilizing buyer intent data without being creepy Use of AI in the buying and sales journey Increasing forecast accuracy

What do Christians believe? Join us in the first talk of our ‘Creed’ series as Ed Marsh introduces us to the Apostles’ Creed, a statement of Christian faith centuries old. Learn what it means when Christians refer to God as a ‘Father’ and how this simple but incredible truth affects our life.

How do you reconcile belief in a good God with serious disease or illness?Diagnosed with leukaemia (ALL) when he was 6 years old, John Clarke finished his three and a half years of chemotherapy treatment in November 2018. We were delighted to hold a special Thanksgiving Service to celebrate the end of his treatment. This video features some words from John and his sister, the talk given at the service by Ed Marsh and an interview with John's parents, Mike and Naomi.If you are struggling to reconcile your Christian faith with illness, disease or a challenging time, this video will encourage you. Filled with the sort of practical advice that only comes from "going through the storm", this video reminds us that God is kind and that He can be trusted through even the very hardest of times.

Scott Abel, also known as The Content Wrangler and the host of Information Development World, talks to Ed Marsh about the parallels between music and single sourcing, smooth segues between paragraphs, intelligent content, and content strategy in the medical field. Mentioned during this episode: Ann Rockley Managing Enterprise content Scott on Twitter The Content Wrangler on Twitter Intelligent Content Conference Scriptorium HIPAA Scott on Medium

In an intense episode focused on intelligent content, Cruce Saunders of [ A ] and Ed Marsh discuss content in the enterprise and how to make it an asset in the C-suite, job titles in the content world, lightweight markup languages, and much more. Mentioned during this episode: Cruce Saunders of [ A ], Content Content podcast guest   Joe Gollner Ann Rockley on the definition of intelligent content Financial Accounting Standards Board (FASB) Adobe Experience Manager (AEM) Scott Brinker Mayo Clinic Markdown AsciiDoc reStructured Text Ashland Microsoft Visual Studio Code GitHub Towards a smaller world podcast [A] on Twitter Cruce on Twitter

Ed Marsh, CEO of Consilium Global Business Advisors shares how producing phenomenal content helped to land a major client.

Keith Schengili-Roberts, market researcher and DITA Evangelist for IXIASOFT, and Ed Marsh discuss the old days of HTML, Archie, Veronica, fax software, and more. We also talk about what the hell a DITA evangelist does. Mentioned during this episode: I can eat glass test Delrina The Advanced HTML Companion The Computer Paper ATI graphics cards Mekon DITA listening sessions Keith's SlideShare DITA worst practices Captain Mondo MarkDown AsciiDoc The beginnings of DITA part 1 The beginnings of DITA part 2 OASIS OASIS DITA adoption committee C'est what Toronto Keith's Wikimedia Commons contributions The Curse of the Labrador Duck Keith on Twitter Ed on the Scriptorium podcast Ed's Data-driven content webinar

This podcast features special guest Ed Marsh of the Content Content podcast. Scriptorium's guest appearances on the Content Content podcast inspired us to start our own. In this episode, Gretyl... Read more » The post Podcasting strategy podcast appeared first on Scriptorium.

Andrea Ames and Ed Marsh discuss the evolution of the technical communication field, the number of job titles for technical communicators, the frustrations of proving your value, and laugh a lot.Andrea Ames, Content Content podcast episode 21 guest Andrea is the CEO of Idyll Point Group, after a long stint in content strategy and content experience strategy at IBM. Mentioned during this episode: Idyll Point Group on Facebook Andrea’s Content Hacker podcast Don Day and Michael Priestley on the beginnings of DITA part 1 - DITAWriter Don Day and Michael Priestley on the beginnings of DITA part 2 - DITAWriter STC Intercom magazine editorial calendar Amy Porterfield's podcast Michael Hyatt's Lead to Win podcast Michael Hyatt talks about his fear of speaking

Oded Ilan recently joined Ed Marsh to talk about his upcoming LavaCon presentation, Personalization of Content and the Power of Metrics. Currently the Chief Marketing Officer of Iridize, Oded’s start in content can be traced back to his degree in English literature. When he joined the world of high tech, he quickly learned the experience […] The post Content Personalization and the Power of Metrics appeared first on The LavaCon Conference: 2017.

In this podcast, Eric Kuhnen and Michael Rosinski of Astoria Software join Ed Marsh to talk about their upcoming presentation at LavaCon, Making a Quantum Shift in Structured Authoring. According to Eric, one of the key changes in the content industry has become the inability for multiple groups within a department to share content while using a […] The post Make a Quantum Shift in Structured Authoring appeared first on The LavaCon Conference: 2017.

Chellie Campbell joined Ed Marsh to talk about her LavaCon keynote presentation, People Love to Give You Money! And Recognition! And Headcount! Chellie started her career as a musical comedy actress and then became a bookkeeper. When she learned that not many people could read their financial statements, she started teaching them, which led her […] The post People Love to Give You Money! And Recognition! And Headcount! appeared first on The LavaCon Conference: 2017.

Keith Boyd recently talked to Ed Marsh about his upcoming keynote,  How MOOCs, SPOCs, and Next Generation e-Learning are Impacting Content Strategy. The growing popularity of Massively Open Online Courses (MOOCs) and Small Private Online Courses (SPOCs) provides the opportunity for traditional technical communicators to work with other teams and incorporate e-learning into their content […] The post How MOOCs, SPOCs, and Next Generation e-Learning are Impacting Content Strategy appeared first on The LavaCon Conference: 2017.

Is your business considering going international? Before you do, check out this interview with Ed Marsh of American Express and 3 Myths about exporting.

Melinda Belcher, Senior Director of Digital Experience at Mastercard, joins Ed Marsh to talk about experience-first content strategy and the importance of leveraging internal teams to weigh in with their areas of expertise. Each team, whether it be sales, support, marketing, and so on, has knowledge needed to contribute to a project and ensure the […] The post How to Create an Experience-First Content Strategy appeared first on The LavaCon Conference: 2017.

Jon Ann Lindsey joins Ed Marsh to talk about her upcoming keynote at LavaCon Portland, “It’s Amazing What You Can Learn When You Actually Listen to Customers” (view program). A content strategist at Google, Jon Ann and her team traveled to eleven countries, meeting with users about translation issues. By talking with language experts, such […] The post How to Listen to Customers and Unlock Translation Problems appeared first on The LavaCon Conference: 2017.

In this inaugural LavaCon podcast, Ed Marsh interviews Stephen Walsh of BuzzSumo and AndersPink. At LavaCon Dublin, Stephen’s presentation, From Filter Failure to Savvy Surfer: Riding the Crest of the Content Tsunami, explored continuous learning and how content curation supports continuous learning. Tools and algorithms help us curate meaningful content, but we can make it more […] The post Riding the Crest of the Content Tsunami appeared first on The LavaCon Conference: 2017.

In this episode, Ed Mars founder and CEO of Consilium Global Business Advisors provides insight into how he effectively manage to expand his clients' business to emerging markets. In the last episode Ed Marsh talked about how to export with the minimum amount of risk - but what if you organic reach takes you to destinations without established economies or infrastructure?

How do you avoid the risk of dumbing huge amounts of money into new markets in a hope that it will yield results down the line? The founder and CEO of Consilium Global Business Advisors, Ed Marsh, provides insight into how he effectively manage to expand his clients' business to new, sometimes surprising markets.

Bernard Aschwanden, President of Publishing Smarter, STC Immediate Past President, and Ed's twin talks about certification, why your content is not your own, building a house (literally), process vs process, finding his spouse through STC, social networking, and more. Ed Marsh and guest Bernard Aschwanden meet at STC Philadelphia Metro Conduit conference, 2016 Mentioned during this episode: @aschwanden4stc @publishsmarter STC Publishingsmarter.com Webworks Adobe certified partner Frame technologies FrameMaker Google analytics Michael Priestley Alementary Brewing, Hackensack, NJ Content Content on TuneIn Content Content on Google Play Music Content Content on iTunes

Comic-Con International kicks off Thursday in San Diego and I will be there along with Team Mouse Castle and about 150,000 of our closest nerdy friends as we pack the San Diego Convention Center. It will be my first visit ever to Comic-Con, and I'm super excited to finally be a part of all the craziness. I'm also super excited about my guest today, a gentleman who will co-host a presentation at Comic-Con at 10:00 a.m. on Thursday. He's one of the previsualization supervisors with Halon Entertainment, Tefft Smith. Tefft will be joining visual effects editor Ed Marsh to present “Feed Your Head: The VFX of Alice Through the Looking Glass.” Halon Entertainment is a visual effects studio in Southern California that specializes in motion picture previsualization—and what that is, I'm going to let Tefft explain. Halon has done effects work on an impressive list of films including Star Wars: The Force Awakens, Jurassic World, Ghostbusters, Tomorrowland, and Birdman. Their most recent collaboration with Disney, Alice Through the Looking Glass was a visually stunning return to Wonderland, directed by James Bobin and starring Johnny Depp, Mia Wasikowska and Helena Bonham Carter. To tell us all about that experience, as well as his best advice on how to survive Comic-Con is Tefft Smith, my guest today in The Mouse Castle Lounge. Enjoy! www.TheMouseCastle.comRSS Feed: http://themousecastle.libsyn.com/rss