Podcast appearances and mentions of kelly hungerford

Kelly Hungerford talks with Jason Barnard about digital transformation The percentage of businesses that are still not ready for the digital reality of the 21st century is much larger than we tend to assume. Kelly is a MarTech strategist and consultant with over two decades of experience. Her job at Sunstar is to help the group (and their multitude of brands) successfully integrate digital into their marketing strategies, and reach a broader slice of their potential market. As Kelly describes it, digital transformation is all about dreaming big. She discusses the challenges and success factors for facilitating change in big (and often decentralized) companies, and what's needed to build a transformative mindset and culture within an organization. What you'll learn from Kelly Hungerford 00:00 Kelly Hungerford with Jason Barnard01:07 Kelly's Brand SERP02:05 The percentage of B2B businesses that fail to adjust to a 21st century's digital world is bigger than we might think06:43 How well will B2B business adjust in the next 10 years?09:45 How does Kelly deal with her company's decentralization?13:48 The crucial role of the Marketing and IT departments when implementing a transformative blueprint17:42 The challenges of getting a good overview of a highly decentralized company21:41 Why companies should invest resources on Digital Transformation?25:13 The secret for a Digital Transformation success26:52 People love progress but hate change - the challenges of getting stakeholders on board32:31 How to manage information overload when implementing a digital transformation in a company35:38 The importance of adapting digital transformation to stakeholder's current level of digital expertise Subscribe to the podcast Subscribe here >> This episode was recorded live on video February 10th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Kelly Hungerford talks with Jason Barnard about digital transformation The percentage of businesses that are still not ready for the digital reality of the 21st century is much larger than we tend to assume. Kelly is a MarTech strategist and consultant with over two decades of experience. Her job at Sunstar is to help the group (and their multitude of brands) successfully integrate digital into their marketing strategies, and reach a broader slice of their potential market. As Kelly describes it, digital transformation is all about dreaming big. She discusses the challenges and success factors for facilitating change in big (and often decentralized) companies, and what's needed to build a transformative mindset and culture within an organization. What you'll learn from Kelly Hungerford 00:00 Kelly Hungerford with Jason Barnard01:07 Kelly's Brand SERP02:05 The percentage of B2B businesses that fail to adjust to a 21st century's digital world is bigger than we might think06:43 How well will B2B business adjust in the next 10 years?09:45 How does Kelly deal with her company's decentralization?13:48 The crucial role of the Marketing and IT departments when implementing a transformative blueprint17:42 The challenges of getting a good overview of a highly decentralized company21:41 Why companies should invest resources on Digital Transformation?25:13 The secret for a Digital Transformation success26:52 People love progress but hate change - the challenges of getting stakeholders on board32:31 How to manage information overload when implementing a digital transformation in a company35:38 The importance of adapting digital transformation to stakeholder's current level of digital expertise Subscribe to the podcast Subscribe here >> This episode was recorded live on video February 10th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Kelly Hungerford talks with Jason Barnard about digital transformation The percentage of businesses that are still not ready for the digital reality of the 21st century is much larger than we tend to assume. Kelly is a MarTech strategist and consultant with over two decades of experience. Her job at Sunstar is to help the group (and their multitude of brands) successfully integrate digital into their marketing strategies, and reach a broader slice of their potential market. As Kelly describes it, digital transformation is all about dreaming big. She discusses the challenges and success factors for facilitating change in big (and often decentralized) companies, and what's needed to build a transformative mindset and culture within an organization. What you'll learn from Kelly Hungerford 00:00 Kelly Hungerford with Jason Barnard01:07 Kelly's Brand SERP02:05 The percentage of B2B businesses that fail to adjust to a 21st century's digital world is bigger than we might think06:43 How well will B2B business adjust in the next 10 years?09:45 How does Kelly deal with her company's decentralization?13:48 The crucial role of the Marketing and IT departments when implementing a transformative blueprint17:42 The challenges of getting a good overview of a highly decentralized company21:41 Why companies should invest resources on Digital Transformation?25:13 The secret for a Digital Transformation success26:52 People love progress but hate change - the challenges of getting stakeholders on board32:31 How to manage information overload when implementing a digital transformation in a company35:38 The importance of adapting digital transformation to stakeholder's current level of digital expertise Subscribe to the podcast Subscribe here >> This episode was recorded live on video February 10th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Kelly Hungerford talks with Jason Barnard about digital transformation The percentage of businesses that are still not ready for the digital reality of the 21st century is much larger than we tend to assume. Kelly is a MarTech strategist and consultant with over two decades of experience. Her job at Sunstar is to help the group (and their multitude of brands) successfully integrate digital into their marketing strategies, and reach a broader slice of their potential market. As Kelly describes it, digital transformation is all about dreaming big. She discusses the challenges and success factors for facilitating change in big (and often decentralized) companies, and what’s needed to build a transformative mindset and culture within an organization. https://www.youtube.com/watch?v=DJ0x0Kv3BWQ In partnership with Wordlift What you’ll learn from Kelly Hungerford 00:00 Kelly Hungerford with Jason Barnard01:07 Kelly's Brand SERP02:05 The percentage of B2B businesses that fail to adjust to a 21st century's digital world is bigger than we might think06:43 How well will B2B business adjust in the next 10 years?09:45 How does Kelly deal with her company's decentralization?13:48 The crucial role of the Marketing and IT departments when implementing a transformative blueprint17:42 The challenges of getting a good overview of a highly decentralized company21:41 Why companies should invest resources on Digital Transformation?25:13 The secret for a Digital Transformation success26:52 People love progress but hate change - the challenges of getting stakeholders on board32:31 How to manage information overload when implementing a digital transformation in a company35:38 The importance of adapting digital transformation to stakeholder’s current level of digital expertise

Welcome to another episode of B2B Marketing & More. I'm having a very special guest today. Kelly Hungerford from Switzerland. She’s Director of Digital Transformation and Services for Sunstar.   Pam Didner: Hey, welcome Kelly. So good to have you! How are you doing?   Kelly Hungerford: It's great to be here. Thank you. This is pretty fun. Right. We have nine hours between us and it's kind of like a coffee cocktail hour.   Pam Didner: Exactly. Well, it's actually afternoon your time and the morning, my time. So you will start-- both of us willl start cocktail. I'm just going to start.   Kelly Hungerford: (laughs) Yay!   Pam Didner: No problem. (laughs)   Kelly Hungerford: Cause it’s not coffee time here (laughs).   Pam Didner: So Kelly tell our listeners about yourself.   Kelly Hungerford: So I'm a Californian--and native Californian__living in Switzerland. I've been in Europe for 20 plus years. And I'm currently-- I've been through a lot of different roles. I've worked for the enterprise, then I've worked for startups and I'm back at the enterprise. And, um, now I'm taking a position. I went from consulting. I did the opposite. I went as an independent consultant and I joined a brand in an enterprise. And I'm now the Director of Digital Transformation, Strategy and Services for a global oral care brand called Sunstar.   Pam Didner: Can you tell us a little bit about Sunstar. You know, you say it’s a global oral brand. What does that mean? What kind of products and selling?   Kelly Hungerford: So, so this is a, this is a cool story. I mean, and I think this really, um, won me over to is, is why I joined them. Because, you know, as a consultant, we have a lot of flexibility and we get to meet so many cool people. And this company I thought was really special. They started in 1932 in Japan—in Osaka, Japan. And they didn't start as an oral care company. They started producing rubber glue in tubes for bicycles, so for bicycle repair. They manufactured the tubes, they obviously the glue also put it inside. They did their own packaging and that was a success. And then four years later when they still had denta-freeze in little cans, right? They said, “wait a minute, we can take this technology and what we know about rubber glue in tubes and actually let's put toothpaste in those tubes.” So they launched with that. I think they call it Sunstar cream and it was the toothpaste and that actually started their oral care division in 1936. So it was really interesting in Japan. Sunstar is a household name across everything. They're in many different divisions and in New York we represent the oral co-brand the U S also, uh, the flagship brand has GUM. So a lot of people are familiar with GUM.   Pam Didner: Exactly the floss GUM, the floss. I mean, I use the floss line.   Kelly Hungerford: Inter-dental picks.   Pam Didner: Yes, exactly. Another one is a dental picks. Yes. My husband loves your brands. I mean, we use it-- well, he uses it everyday. Me, I’m just like…   Kelly Hungerford: Yeah, it's cool. I've learned a lot about oral care. Yeah. So, no, it's, it's really cool. And then the people are wonderful and I think it's so incredible to be an American in Europe, working for a Japanese company. And it's just all of these cultures together. So culturally it's, it's really exciting and I'm learning a whole new side of business on a different side of the world. So it's, it's pretty cool.   Pam Didner: Exciting. So the company is a Japanese company and I assume is conservative. Speaking of digital transformation, how did you help them understand the benefit of digital? and how did you get that kickoff?   Kelly Hungerford: First of all, you're right. The cultures are completely different. And I think a lot of industries, companies and industries have this same issue, maybe, where sales might be good. Well, okay. Let's say pre COVID. (laughs) Until February, everything was saying perfectly and it was kind of like, “why do we need to change?”   Pam Didner: Right.   Kelly Hungerford: Back then it was more about listen in the future, if there's disruption and if something happened and you couldn't use your channels that your customer do today to sell, what would you do and how would you do it? And that was kind of like, that was a really for them--and I think for a lot of companies--that question just seems very abstract because we can't imagine not having these physical channels that, that we do. Right. And so it was really starting that conversation with them. Things are good now, but what happens when things change and things are changing as we move forward. Marketplaces are changing. And I think a lot of it came down to education and it was also mapping out it really starts in the beginning of, you know, “here's your ecosystem today and what pieces are missing?” For them the digital piece was missing and it was really sitting down and talking about “what does this mean to them?” If they look at the competition and the competition is there, what does it mean that you're not there? and what would be those very first steps to get going? And it wasn't even a matter of a company saying “we don't want to do it,” but it's “where do we get started?” And I think that's the biggest--I think the most logical--place sometimes, and it makes a lot of sense, right, is in the Marketing Department because the marketers are so close to the customer. So, or it could be Sales; also the entry could be there, but for Sunstar it really started in the marketing department in Europe.   Pam Didner: So a very quick summary, it sounds like you guys did a very hypothetical exercise. You know, things are doing well. The company’s still very profitable. But definitely the way that we reach out to our customers, the senior management probably is aware of it, as well, like it's changing, everybody's going digital. And what would the world, uh, look like? And also how would the consumer, so even, uh, the, the future customers, how would they change? And you are using that hypothetical scenario to actually drive the conversation and engage with the management and also the marketing team and took them forward in leading that, uh, that effort.   Kelly Hungerford: Oh yeah. I was just going to say with that, there, there was then the very pragmatic piece that went with it saying, “if you have this hypothetical then where you need to start is this audit. Like let's audit where you are really.” And out of that conversation came literally a mass audit on their digital ecosystem.   Pam Didner: Oh, wow.   Kelly Hungerford: Saying, this is what you're missing. So it was 130 pages across social web, you know, they had 44 different web presences for seven markets. I mean, right there it was already link phew.   Pam Didner: Yeah, so that's another way to actually consolidate. Yeah.   Kelly Hungerford: Yeah. To really just show them and say, “here's the landscape. And there you go.”   Pam Didner: Sounds like the way that you craft, uh, which is my next question you answered, that if you craft that transformation plan is you did a massive audit and then you use that audit to drive the communications and the collaboration, or even the updates to the management to get buy-in. But digital transformation can be so expensive. And how do you deal with the budget part of it? And that's one question. Another one is, what were the top say two challenges that you encounter say during the audit or even getting a buy-in? and how did you overcome that?   Kelly Hungerford: So I think one, one entry point that every company can do any size is really those quick wins. And that audit is very important to see where, hen the dust settles, where are you? And then there are some, I see it as like a fast, slow lane. So you have to, as quick wins that you can work on quickly, and then you have that slow lane that's a lot more strategic. And you know that that's going to take 24 to 36 months to, to move that. But along the way, you have various tracks that you can feed in. So we kind of worked on that methodology. So some of the quick wins and the way I structured the program was really what can we optimize? I mean, optimization was a big, was a big piece of, we have running operations. So how do you optimize your running operations and then also implement something new? Which was they had no technology and the technology, although it follows the strategy, it's a really important piece. If you don't have the technology to glue everything together, right.   Pam Didner: I conquer. Amen! Man, just like music to my ears. I totally agree with you. That's talk about technology a little bit.   Kelly Hungerford: In our case for the European region, they had the advantage and the disadvantage of not having any marketing technology in house. They pretty much had no, they had micro-sites so 44 different microsites plus or minus around the region, but they didn't really have technology as a core. So it was kind of outsourced to agencies and, and that was an opportunity there for sure, on the technology side and the strategic side. But what they really need was enablement. If we get this technology in house and when it comes, how do we use it? How do you use technology to reach goals? And that's something that I found, and I don't know what you see with this or how you feel about it, but I often find the enablement part is missing from all of the strategy. So we have these great goals of where we want to go. What kind of technology we're going to use to enable the teams? But where is the training piece? Often it's like a demo or it's like a one-off.   Pam Didner: Yeah, I hear you.   Kelly Hungerford: So we've put a drip in; it's like a continuous enablement drip as part of the foundation to continue this capability building. Right. Let's build that email marketing muscle. We need to build the social media listening muscle. And so we're building all these muscles, but it's really it's continuous. So I think, um, that's a huge, huge part.   Pam Didner: It sounds like two challenges that you ran into, first one is the marketing technology. You need to make sure that technology is set up properly. And then the second thing is teach people how to use it, which is the enable enable part. And from your perspective, that it's not like a one-time training or it's a one-time activation; it's a matter of a continuous education And, you know, digital transformation, just like the term itself is a journey of its own and it's kind of long play and it's not something that you can do in a very short period of time.   Kelly Hungerford: No, and I think it's interesting because when we think of digital transformation, we think of these really lofty initiatives, right? I don't think they have to be. I think if an organization says, “where do I start?” well, start with, if you have technology in house, let's come from the Martech. If you have technology in house, how well are you using it What's your adoption? Are you at 60, 70% of features and functionality? Are you getting everything out of it that to enable and power your journey to reach those goals. And I think that that's even transformative in its own way. So if you're talking about budget and where you need to go, maybe we just need to invest in some really hefty education within the organization. And what's interesting also is we don't need to lean on the HR department or another department to do it. We can pull together some really interesting programs ourselves with on-demand learning, collaborating with thought leaders with other experts in the area and in building in-house programs. And it doesn't have to be highly expensive. So I think you can do a lot that's budget-friendly, and then also start building that proof of concept of if we invest here and we're really strategic and focused about it and we know what our goal is, if we win here and can show the benefits, then let's scale that up and move that out.   Pam Didner: So the martech—or marketing technology--we know that you cannot just use one tool and a lot of time you have to build a stack of the tools to compliment your process. How do you source martech? and how did you scale, you know, different regions and the countries? Like Europe is a huge region and multiple countries and how do you source that? And also scale it? I know you're talking about like training is important part of it. Any other elements that you have to take into account when you try to scale the martech stack?   Kelly Hungerford: (deep sigh) Yeah, the training (laughs). Pam Didner: (laughs) Why don’t you just start drinking! Kelly Hungerford: The people. Pam, this journey. So with Sunstar I've been with them for four years now, one year as an employee, and then it was three years before that designing this program and this initiative. And, you know, we hear people saying, “Oh, transformation's all about the people.” It's all about the people. It's all about the people and how do you build in like that motivation, that change motivation, right, to get on board. But I think what's interesting- so going back to the technology piece. For Sunstar, we took the advantage of, because there was not a lot of technology, really centralized. We said, you know, “this is an opportunity for a platform.” So for Sunstar we took the platform approach and we brought Adobe in house. So that is our marketing stack. It’s analytics, we have a CMS, we have a dam, we have email marketing, uh, target for optimization and so forth. So that is our stack and how we build it, but what's interesting is, we took the approach of kind of, I like to say, um, “we were building the boat and sailing it, too.” Where sometimes you--   Pam Didner: (laughs) Building the boat and sailing it, too! “We are not sinking! We are not building it, it’s just magical! It's going to happen!” It is going to happen. (laughs)   Kelly Hungerford: (laughs) It is going to happen!   Pam Didner: That's actually everybody.   Kelly Hungerford: Yeah, it is everybody, right? So it's, you have all of these different pieces and you have to learn how to navigate and somehow you have to reach your business goals, right? It's not like businesses saying, “Oh, we're going to give you three years. We're going to give you a break and build this up.” And then, so I think, you know, little by little it's almost, I feel like we're building layers, right? Like I would say the region is, is really together. We're kind of building these layers and it's going up and up. We're not really deep in expertise in one area. It's little by little. We go around and we tackle a bit and it's been really fun to watch. So I think in terms of adoption, we're becoming more and more proficient, but we're not, yeah it's 60% of any one piece of our stack yet because we're tackling all of it together.   Pam Didner: All of it at the same time and also doing your day job.   Kelly Hungerford: Yeah. I mean, I take my hat off to this team. I think they're incredible. It's just like, but, but it's pretty fun having said that, how can technology, because I think this is something that people might not think about also are more managers or decision makers when they're thinking about what kind of stack are they putting together? One advantage to a platform and having the same UI across many different solutions is if the UI is good, it's really enjoyable to use. And it's a huge motivator for the team, right? So I think, again, the transformation is a lot about how can we also make this easy for people? Because I think, you know, what's the saying, like, “people love progress, but they hate change.” So, how do you make those changes enjoyable?   Pam Didner: (laughs) Kelly, you know, you were talking like a Sage today, Man. You know, “people like progress. They don't like change.” You know, “we are building a boat and sailing at the same time.”   Kelly Hungerford: (laughs) Yeah. “Adapt or die was another one.” Yeah. But it's true. Google right. I mean, so I think that that's another success factor with the technology and the marketing stack. You could have many different silos or silos, single vendor solutions and weave them together, but think about what that means for the person using it. They're going to have different log-ins different interface. So it's kind of something to take into consideration.   Pam Didner: Got it. So while are you going through this journey? And, uh, is there one or two takeaway you would like to share with our listeners? If they want to kick off the initiative like this, what are the one or two things that they should definitely pay attention to in the very beginning, driving the transformation initiative?   Kelly Hungerford: So I think the, the one thing that's super important is the resources.   Pam Didner: When you talking about resources that you talking about, people resources or budget?   Kelly Hungerford: About people resources (laughs). Yeah, budget also. Ah, the budget. No, this is what I believe. First of all, compelling story. Like you need to understand what's the pain point and put the passion into selling that and sell big, right? I mean, if you, if you want to sell any transformative initiative in-house, you're not going to go out meek, man. You're, you're going out to make a big bang, right? Like you're selling the vision. And evangelize and I mean, like go big, like big, bold. Transformation isn't, it's not really incremental. I mean, the process itself it’s day in, day out, but the vision has to be so big. So I think one thing is don't be afraid to think big.   Pam Didner: Got it.   Kelly Hungerford: I mean, even when people tell you it's crazy, it's like, “Yep, and we're going to do this, and this is how we're going to do it.” And, really you have to believe in it, but go big. And then I think really understand the team that you have to work with and understand really well where your strengths are and yeah, where you need to build some muscle. Because that's the really difficult part. And you're going to have to sell these people, that they can do this. And if you can't get them on board, it's going to be difficult.   Pam Didner: Any kind of, even for just a very simple tool adoption, like for example, I will implement the tool actually for salespeople to use. And if I don't get them on board, I can implement it. I can go live if they are not using the tool. Well, you know what? I fail miserably. So I totally understand the people part. Like, if you want to make some changes, you have to bring the people along the way, and if they are not coming along, there's no change that you can do. None!   Kelly Hungerford: Nope. And I think the other-- I'm going to add one more in that I know you said two, but now I'm going to say three. So the other is early on, I think that internal the intro, and I'm really thinking about the beginnings of inception of the project, and that's why this initiative, that's why I come back to this really important is partnering with departments internally. So if you're a bigger organization—   Pam Didner: Of course we are talking about enterprises.   Kelly Hungerford: Yeah. But if we talk about budget, it's a really good point. I think everyone thinks of going up like, “oh, we need to sell up to maybe the Managing Director. We need to sell up to the VP. We need to sell up to the CEO.” But you need to sell across also. And I think you need to ask yourself, do I have IT involved? I mean, you have to have IT involved.   Pam Didner: Yeah. Totally.   Kelly Hungerford: And you have to have Finance involved. And I think that that's the department, everybody leaves out. Nobody wants to talk to finance.   Pam Didner: Yeah. You have to get your money somewhere? (laughs)   Kelly Hungerford: Exactly. I think the earlier you bring the finance team on board, then the easier of a go, because this is all about education, right? And especially if you're in a more conservative company or industry where maybe digital, like this whole ecosystem—manufacturing is an example--it's just not their bread and butter. So you have to educate them along the way. And that means every department needs to be educated. But Finance, they're holding the purse strings. I mean.   Pam Didner: Yeah, I hear you. I get it.   Kelly Hungerford: Hug em! Hug em!   Pam Didner: Yeah, so the budget is important and that the people bring people along and, and at the same time sourcing the technology. They are every single element within the digital transformation that you need to actually explore and also pay attention to.   Kelly Hungerford: Yeah.   Pam Didner: I want to ask you one quick parting question. What is the most useless talent you have?   Kelly Hungerford: (laughs) Yeah, sticking my foot in my mouth, (Pam laughs) for sure. That is my most useless talent. And I'm really, really good at it as an American in Europe. So it's gotten me nowhere.   Pam Didner: Oh my God, you made me laugh. You know what , that's a very good answer. I don’t think anybody has ever said that to me (both laugh). You know, that applies to me too. There are times I will say things and I will thinking out loud and then I just said it. And I was like, “what am I doing? What are you doing, Pam? What are you doing?” Shut up.   Kelly Hungerford: All the time. So I'd be like, “Oh, did I say that. Oh, I’m sorry.” (Pam laughs)   Yeah, because I'm very direct, you know, but sometimes it's just to direct, so.   Pam Didner: I understand.   Kelly Hungerford: Yeah. I can learn a little discretion over here, European discretion.   Pam Didner: You know what Kelly? Just be you. Just be you. You are fantastic!   Kelly Hungerford: That's right. And see, I found a company that accepts me as me. They love me as me so I can thrive because we don't want to be somewhere where the company doesn't accept us, right? That's no fun. So I'm, I'm in love it.   Pam Didner: Hey, thank you so much for joining me. I really appreciate it.   Kelly Hungerford: Thank you, Pam. Thanks a lot.   Pam Didner: Again, thank you so much for listening to my podcast. And the podcast is a one-way communication. I don't necessarily know who you are, but your support means a great deal to me. If you want to chat, reach out to any social media channels or email me hello@pamdidner.com. You can also join my Facebook community, Build Your Marketing Skills to Get Ahead. Love to hear from you.   Take care. Bye.  

Kelly Hungerford of oral care brand Sunstar Global opens up about how she brought the company's European marketing organization into the digital era.

I was fortunate to be invited back to do a workshop and a session at the Content Marketing World conference in Cleveland, Ohio for the 8th time. When you go to an event like this for 8 years straight, you start seeing familiar faces and begin forming a circle of friends that you hang out with from year to year.  As always, it was wonderful to see Kelly Hungerford, Jeff Julians, Amy Higgins, Jay Baer, Michael Brennen, Robert Rose, and many other friends. I don’t know about you, but as much as I see them on FB or Twitter, I still prefer a meaningful hug and in-person catching-up. I’d like to challenge myself so I present a different topic each year, and I was excited to create a new one for 2018’s conference. My session title was 5 Creative Ways Marketers Can Enable their Sales Team, and it is no surprise that it’s closely related to my new book, Effective Sales Enablement. As a speaker, I can tell you that the content needs to be solid throughout, but the most important part is the opening. I like to come up with a fun start to the presentation that will capture people’s attention. Once I can get the opening right, I believe everything else will flow naturally. This time, however, I couldn’t think of a fun opening. My initial plan was to go directly to the 5 creative ideas that I wanted to share. Pretty boring, right? But, I did a last-minute change. Here is what happened. I went to that morning’s keynote. The keynote speaker was Andrew Davis. He is a great keynote speaker. He made his keynote like a show, very entertaining and fun. So he shared one of his observations. He said that our customers have no attention span and no time to read our emails, download our e-books, dive into our blog posts, yet these very same customers can binge watch two seasons of Stranger Things on Netflix in one weekend.  Why is that? He talked about how these shows are created in a way to pique our interests and provoke our curiosity. They build up suspense and drama like ocean waves to draw us in. He stressed that we need to do the same when we create our content. For example, can we create titles to pique our audiences’ curiosity and attention? Can we build up the hype as part of our content storytelling and flow? Of course, once the hype is built up, can we deliver that level of expectations to meet the hype? I decided to take his suggestions to heart and apply them to my session. I wanted to see if I can come up with several fun titles that will pique attendees’ interests. So, my session title was “5 Creative Ways Marketers Can Enable Their Sales Team.” Well, it’s on-point, but didn’t capture audiences’ attention or invoke any curiosity. So, I created 3 additional titles which say the same thing but state in a way which will capture their attention. Are you ready? Drum roll, please!! Here are 3 titles that I came up with:  5 Untold Secrets Marketers Can Score with Their Sales Teams  A Quick and Dirty Framework You Can Use To Improve Your Sales Enablement Efforts Instantl Check Out the Untold Secrets that Will Lead You to Sales and Marketing Nirvana. WOW! When I started my session, I told my attendees that Andrew’s keynote put me to shame. I was looking at my session: 5 Creative Ways Marketers can enable their sales teams. Concise and get-to-the-point, but there is no excitement in it. So I put Andrew’s message into practice right away. I shared with them the 3 titles that I came up with and I shared them with a sense of passion and a dramatic voice. They all laughed. I told them that they would vote on which title fits my content the best after I finished my session. That somehow captured their attention. Yeah!! I didn’t simply share 5 creative ways to enable sales. I put into a framework so that they can work with their sales or marketing teams to brainstorm the creative ways that they can enable sales. And, throughout the 45 minutes, all eyes were on me. They were listening. At the end of the session, I came back to the 3 titles again. I had them vote on which one worked the best for my content. Most of the people voted for, are you ready? A Quick and Dirty Framework You Can Use To Improve Your Sales Enablement Efforts Instantly Then, 4-5 people voted the last one: Check Out the Untold Secrets that Will Lead You to the Sales and Marketing Nirvana. WOW! I said to the audiences, that these people are just trying to mess with me. To cap things off, I ended up my session by giving away 5 books. This was such a great experience I decided to use the session title my attendees loved, and created an eBook which compliments the book launch. You can check out the eBook on www.pamdidner.com/enablesales What is my lesson learned? To never stop thinking about my opening. To make a conscious effort to put interesting ideas I hear into practice, and if you keep working on it, something will come. Another lesson I learned is a quote from Andrew Davis: “Pay attention” is a misdemeanor. All attention is earned. Indeed, you want your audience to pay attention to you, and you need to earn it. There is no free lunch. We shouldn’t create content for the sake of creating content. It’s about making effort to earn someone’s attention.   Again, send me your marketing questions or thoughts via Twitter @pamdidner   Keep hustling, my friends. You got this!  

Minter Dialogue Episode #277 Kelly Hungerford is a digital marketing and marketing operations expert, based in Switzerland, and helping small and mid-sized enterprises and brands on their digital transformation initiatives. In this podcast, we discuss some of the differences between marketing in Europe versus the US, the state of the business in marketing technology, how to establish a genuine purpose in enterprise as well as how to build community. Meanwhile, please send me your questions as an audio file (or normal email) to nminterdial@gmail.com; or you can find the show notes and comment on minterdial.com. If you liked the podcast, please take a moment to go over to iTunes to rate/review the podcast. Otherwise, you can find me @mdial on Twitter. Support the show (https://www.patreon.com/minterdial)

Doug and Kelly quickly jump on an interesting topic that most American marketers don’t think about, the acceptable use of the English language in Content Marketing. If you are like our team, getting out of the states is not a regular occurrence and interacting with anyone from another language or country can be a difficult task. As Doug notes, we have become so self-centered as Americans that we expect the world to be just like us. Because of this, the rest of the world has had to shift the approach to the languages they use, and English becomes the defacto second language. The big question for us is what form of English?In this show, Doug Kessler, an American in England, and Kelly Hungerford, an American in Switzerland, discuss the topic of Global Content Marketing with English at the core and several other Ex-Pat topics you won’t want to miss.Biography: Kelly HungerfordI’m a native Californian working with European brands leading digital transformation initiatives, programs, and digital marketing projects across the EMEA region. For the past 20 years I’ve held roles spanning large account sales, customer development, and technology for fortune 500 companies and startups in retail, low-tech and high-tech industries.For startups and small business, I founded Communityworks, a social business service. Communityworks focuses on helping business owners develop a sustainable relationship with end users, customers, and brand advocates to support business growth, revenue, retention, and loyalty goals.If you haven’t gotten the message yet, I’m a believer in sharing and collaboration. In 2015, I co-founded Women in Digital Switzerland along with two other amazing women to help raise the visibility of the talented female workforce across the country. In less than two years we’ve grown to into a non-profit association of more than 1600 women (and men!) across six cities in Switzerland.Biography: Doug KesslerDoug is a displaced Yank who started his career at Ogilvy & Mather, New York. Soap and fabric softener bored him rigid so he jumped ship to specialize in B2B. Doug is a content marketing junkie. He’s a copywriter at heart but with a secret jones for analytics. And Lagavulin.Full show: https://enterprisemarketer.com/podcasts/m2m/season-01-show-09/

Relationship-based strategies do not have to elude businesses! The ongoing digital transformation businesses face represents a new iteration of customer rapport and relationship management. Kelly Hungerford's expertise focuses on vital business-oriented strategies, and she joins Jess Dewell to talk about how brands can cultivate community.

Freelance, remote teams, outsourced services all are part of today's business. How we interact and collaborate with them will directly relate to the results. The more candid, open, and focus on collaboration - the higher the results. Just like the team you have surrounding you, in your office, relationship matters. The challenges (and mistakes) of remote teams are also the benefits. Listen to Jessica Dewell and Kelly Hungerford discuss remote teams and the opportunities that specialized collaborators can add to your business. Starting the conversation… The risks of remote teams are also the benefits! Know priorities. Develop team - more communication creates the correct communication. Rapport builds trust and feelings of usefulness and value. The clearer the goals, the more impactful the work. Transcript for Program 37: Challenges of Remote Teams Host: Jessica Dewell Co-host: Kelly Hungerford What You Will Hear: What does our collaboration look like? Remote working is not just to do tasks, it's about what does your day look like? Two types of remote work. Decision made remote working will happen. When we are handed a remote team. Mission - our WHY - relates to company culture. It's more than tactics and project management. Company culture traps. Results may just be ok. Choice and culture to foster collaboration. Conversation and communication - importance of the check-in. Delegate, dump…push back. Project evaluation with remote teams. Advantages and disadvantages of remote teams. Our weaknesses as a leader are directly tied the challenges we face with remote team management. Summed up: 3 challenges of remote teams. Freelance is the future. Our role as managers continue to change. Planning required. Secretary, back office, and task management. Have a purpose to every meeting; lack of purposeful meeting is amplified in remote teams. Have FUN at work! Trends in work: core work and bring in subject matter experts (specialists) outsourced to remote teams. Questions posed have the answers within them. Notable & Quotable: Kelly Hungerford: What does remote work mean? It's not just a contract, it's how do we collaborate together? Jessica Dewell: It's a clarity of process: what we want from our people. Kelly Hungerford: Culture drives motivation - its the glue within remote teams. Jessica Dewell: There is always the need to get to know each other. Jessica Dewell: Working and building relationships in a different culture is hard. There is a lot we don't know. Kelly Hungerford: Remote workers work for the employer, they may not want to be part of the remote team. Kathy Hungerford: Everybody likes to have fun. Jessica Dewell: Make an agreement. Know upfront. Jessica Dewell: Remote teams are underutilized when they are just delegated [repeatable] tasks. Kelly Hungerford: Get a keen sense for who can best collaborate on a project [with remote teams]. Jessica Dewell: If we look at ourself and what our weaknesses are, that's where we will face challenges utilizing remote teams. Kelly Hungerford: Lay the framework and ground rules for what success looks like. Kelly Hungerford: In Switzerland 1 in 4 workers is a remote worker. Kelly Hungerford: How can we collaborate with non-employees because the interaction is so different. Jessica Dewell: What is the work that needs to be done so that the role of manager includes time to develop people. Kelly Hungerford: 25% of week dedicated to planning can make [leaders] hyper effective. Kelly Hungerford: I made a conscious decision, I want to try working a different way - to have more fun. Jessica Dewell: Have candid conversations: Here's what I see…Let's figure out how to work together to make you and the team achieve success. Resources: Freelance Working on the Rise in Switzerland Are Remote Workers Happier and More Productive New Survey Offers Answers Habits of Exceptionally Successful Remote Employees Tools mentioned: Squiggle, Skype, Slack, Asana, Google Docs, Blue Jeans, Evernote, Trello, Zirtual Tags: processes, remote work, local work, contractor, scope of work, company culture, collaboration, expectation, candidness, offshore, engagement, value, fulfilled, network, project management, personal development, co-working space, time management, support, back office

What's The Word? celebrates four years of being on the air on BlogTalkRadio.  This podcast is an extension of my marketing company, Vallano Media, LLC In this special episode, you will hear snippets from some of the guests who appeared on this show like Tamara McCleary, Peter Roussel, Betty Uribe, Kelly Hungerford and Kerry Gorgone. Website: www.vallanomedia.com/podcast-2 Facebook: www.facebook.com/vallanomedia/ Twitter: @chevd80 Instagram: @chevaljohn Snapchat: @chevaljohn35 LinkedIn: www.linkedin.com/in/chevalj/   

Kelly Hungerford a digital marketer and community builder creating and implementing ‘customer-first’ strategies that grow brand awareness, customer loyalty and revenue. She is the founder, moderator and Community Manager for one of Twitter’s fastest growing chats ,#BizHeroes.  In her previous position as Head of Marketing for Paper.li, Kelly was tasked with building customer facing organization from the ground up. Taking a customer-first stance and placing people at the center of business operations, she took an “every customer counts” approach to building the Paper.li community by integrating Customer Care, Marketing, Communications and Product Management to drive growth, revenue, product development and most importantly, customer satisfaction. Prior to Paper.li, Kelly has worked in digital marketing and communications, sales and customer development roles for fortune 500 companies and startups across retail, low tech and high-tech industries.  You can learn more about Kelly at Website: www.kellyhungerford.com  Twitter: @kdhungerford