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Trust in your partners is essential to promote a healthy and productive work environment. Michael Cantor, Managing Director of Allegro Real Estate Brokers & Advisors, shares how the cultural fit for his company was failing due to conflicting core values between his partners. In this episode, Michael discusses the transition into a team-oriented business that values putting clients first.  Takeaways:   Ensure that your core values and purpose match with your partners'. This avoids conflicts of interest and allows goals to be achieved efficiently.  Corporate culture is key in professional services environments. It is important for employees to be excited to serve customers, and steer away from being money-oriented.  You need to have employees that are growing with you and developing to help clients. If your cultural values do not align with your partners, adjust your business to what is best for your company. Michael and his team used their power to remove two untrustworthy partners who were primarily focused on money and activity. Put clients first, do it right, be dependable, and always improve. These are the core values that Michael's company shares that brought the business to success.  Evaluate employees based on the core values of the company. This ensures that everyone in the company is heading in the same direction. Links:   Website: https://www.allegrorealty.com/  Linkedin: https://www.linkedin.com/in/michaelcantor/ Twitter: https://twitter.com/michaellcantor Ways to Tune In   iTunes - https://podcasts.apple.com/us/podcast/ceo-confidential/id1197044116 Spotify - https://open.spotify.com/show/2v6qyhzcD7Mk2yqhyobnRy Pod Chaser - https://www.podchaser.com/podcasts/ceo-confidential-429926 Listen Notes - https://www.listennotes.com/podcasts/ceo-confidential-nelly-g-5Ia1-WzKHnF/ YouTube - https://youtu.be/ph5v8D19juM

As a business owner, it takes practice to put your ego aside and trust your employees to accomplish the tasks you delegate. Randy Carver, CEO of Carver Financial Services, discusses how he transitioned from a CEO focused business to a team business in three phases. Learn how to hire the best employees and develop them as leaders for the success of your business. Takeaways:   When it comes to financial service businesses, it is important to be service-based providers. When someone hires you, they are not hiring you for financial planning or investments, they are hiring you to pay for retirement, college, a trip, etc. The most important transformation a business can make is the transition from a CEO-based business to a team business.  If you make yourself as a leader less important, your business will grow You need to delegate some of the things you're doing. Look at your strengths as a business owner, and delegate the rest.  Hiring is not all about technical skills, it is about fitting in culturally with the rest of the team. Figure out if they have the same vision and mission as the company.  It is important to hire people who don't agree with everything you say or do because it makes you better as a company. At the same time, you are still the CEO and there has to be a line drawn in order to maintain control over your company.  Links:   Website: carverfinancialservices.com Linkedin: https://www.linkedin.com/in/randy-carver/  Ways to Tune In   iTunes - https://podcasts.apple.com/us/podcast/ceo-confidential/id1197044116 Spotify - https://open.spotify.com/show/2v6qyhzcD7Mk2yqhyobnRy Pod Chaser - https://www.podchaser.com/podcasts/ceo-confidential-429926 Listen Notes - https://www.listennotes.com/podcasts/ceo-confidential-nelly-g-5Ia1-WzKHnF/ YouTube - https://youtu.be/raG1rjBnNKA 

A Thought Leader, Collaborator, Conversationalist, Director of Marketing & Brand at Expensify, Joanie Wang, breaks the stigma behind becoming a generalist over a specialist.   Takeaways: “My career has been cultivating different skills because of what I am interested in. Humans are very versatile. They aren't interested in only one thing. There are so many different things that connect with each other.” The more you understand how different sections of your business work the more likely you're able to come up with interesting plans or ideas that knock out your current goal and help solve other problems others may be facing. When in the process of creating an ad, look for inspiration everywhere and from everyone on your team. For example, an engineer or designer may also be a consumer and can help brainstorm ideas. The key skill of the generalist is you can pick things up really quickly and deep dive into the topic whenever you need to. While creating tv ads decide what content you want to put out, is video the right medium, and how you reach your audience. Meet your audience where they are. “What do we want to do with this [content]? If we want people to care we have to think more deeply about what they care about and what they want to spend their time thinking about so we can figure out a way to be a part of that conversation.” ~Joanie Career Advice: Do what you need to do to prepare so that you can spot opportunities of what you want to do for your career.   Links: LinkedIn: https://www.linkedin.com/in/joaniewang/ Twitter: https://twitter.com/joanatello Expensify: https://use.expensify.comJobs: https://we.are.expensify.com/#workwithus   Shout Out: 33:15 Alexis Emond   Busted Myths: There is a misconception that being a generalist and being good at everything means you are good at nothing. A generalist specializes in something over and over again. They are able to connect the dots each step of the way.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/IPwckEuPltw

A Marketing Thought Leader, Author, Former Professor, CMO at nCino, Jonathan Rowe, discusses best practices for building and defining your brand internally and externally.   Takeaways: “Before and while doing marketing activities ask yourself the question: How am I going to measure the success, the value, and impact of this?” ~Jonathan Once your brand and what you want to represent is defined, turn the mission and vision into your marketing activities. Reflect it throughout your company. “Marketers need to be curious, ask questions, listen, and often be creative or thoughtful because there isn't one ecret answer.” ~Jonathan Career Advice: Don't stress about what is next. Enjoy the moment.   Links: LinkedIn: https://www.linkedin.com/in/rowejonathan/ nCinco: https://www.ncino.com   Busted Myths: Marketing is often the first funding that gets cut during a financial crisis. However, the purpose of marketing is to help and drive revenue. Marketing is more than a “make things pretty” center. It is a strategic part of the organization in making decisions for all the internal and external stakeholders. Marketing does not own the brand. It belongs to and is shaped by the company, employees, customers, and the community.  Marketing communicates the values of the brand. Company culture branding is a tremendous opportunity in terms of defining it, sharing that authentic culture, and turning it into action. Authenticity is key to keeping your audience's trust.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/QSJmqQsaEmI

Podcasting is one of the best ways to grow your audience, attract inbound leads, and share a message or thoughts with people around the world. Is your company creating podcasts?  A Thought Leader, Mentor, Entrepreneur, Podcaster, Co-founder and CRO at Speak On Podcasts, Mark Colgan, chats about the world of podcasting and why businesses should be utilizing this type of content.   Takeaways: One podcast interview can turn into evergreen content for all different platforms including your newsletter. It is all about the relevancy of the topic for your audience. Podcasts are a great way to chat with other thought leaders and corner the market without leaving your home. In general, they are free and can be recorded virtually. Podcasting is great for building a brand and serving a community, whereas, ads interrupt. When you have people listening to a podcast they are saying, “I am here to listen and I am here to learn.” “My sales strategy is not to sell. It's actually to build a relationship with somebody. Have a conversation with somebody that leaves them with two things: Mark knows his stuff and I would quite like to go for a beer with Mark if he was ever in my city or town.” ~Mark Podcasts are one of the best ways to learn about what is happening right now. First learn the theory from books and then listen to podcasts for the tactics and what's working right now.  Career Advice: Create an ecosystem around you. Build that value network around yourself sooner.   Links: LinkedIn: https://www.linkedin.com/in/markcolganmarketing/ Twitter: https://twitter.com/MarkPColgan Speak On Podcasts: https://speakonpodcasts.com   Busted Myths: There is a misconception about podcast audience size. Your ideal audience would be more niche and targeted rather than a broader audience. Think of relevancy rather than size. Podcasting is a brand building activity. It is not necessarily a demand or lead generation strategy.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/uI_IrldIfoA

Marketers need to be great storytellers in order to produce great brand stories. But what makes a great storyteller? What are the essential pillars of storytelling? A Thought Leader, Actor, Entrepreneur, Speaker, Feature Film and Commercial Producer, Author of Rise of the Entrepreneur, CMO at The Video Bot, CEO of RIP Media Group, Maury Rogow, shares his expert knowledge of storytelling and improving customer experience.   Takeaways: “You got to pick your audience, the best product does not win - the best story wins, and you got to put a stake in the ground and say this is what I stand for.” ~Maury “It's not the passion in your product. It is the passion for solving the customer's problem with your product. That's a huge difference.” ~Maury Introducing the CORE technique: Create Once Repurpose Everywhere. This technique helps take one video and turn it into 20+ different pieces of content while still portraying your company's core story. The Bonus Commandment of Storytelling: The Ticking Clock. You have to create a sense of urgency so people have to take action instead of waiting to purchase. Career Advice: Do it your way. Don't try to be someone else.   Links: LinkedIn: https://www.linkedin.com/in/mauryrogow/ Twitter: https://twitter.com/RIPmediagroup Personal website: https://mauryrogow.com Rip Media Group: https://ripmediagroup.com The Video Bot: https://www.thevideobot.com The 10 Commandments of Storytelling: https://resources.ripmediagroup.com/the-stuff-10-rules/   Busted Myths: Everybody has competition. Everybody is competing and has a thousand competitors, whether they are small or large you just don't know it. The best product does not win, the best story wins.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/M3fcN5tQfV0

To understand marketing you first need to understand the essential core of human beings. It's time to learn about the foundations of what makes a person tick to then recognize how to best influence them. A Marketing Thought Leader, Visionary, Keynote Speaker, Forbes Top 10 Online Marketing Expert, Entrepreneur Magazine Top 15, Best Selling Author of Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversations and now Unleash Your Primal Brain: The Essential Field Guide For Modern Marketers, Chief Strategy Advisor at SiteTuners, Tim Ash, dives into the exciting new discipline of neuromarketing and unconscious persuasion.   Takeaways: As a marketer, spend less time on the new technology and latest updates. Instead, focus on the evolutionary psychology basis of influencing people. Elicit strong emotions to help your audience create memorable experiences about your brand. The brain is a big ignoring machine - influence those emotions! Stories are fundamentally about the narrative of causality in the world. They are for us to get experience without going through the process. They are there to reinforce cultural beliefs and values. Acknowledge people for who they are and make them feel seen with attention and intention. Ask questions, personalize, and unlock their passions to connect on a deeper level. Career Advice: Understand who you are and look for the environments that you will thrive in.   Links: LinkedIn: https://www.linkedin.com/in/timash/ Twitter: https://twitter.com/tim_ash TimAsh.com: https://timash.com PrimalBrain: https://primalbrain.com SiteTuners: https://sitetuners.com   Busted Myths: The lie of rationality - there's this notion that if we only made rational decisions, the world would be a better place. No decision can be made without emotions.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/ClQIQR7XzSY

Sometimes there is an aversion to using vendors. But why is that? Could utilizing a vendor's expertise make more sense for your team or is an organic in-house method more fitting? A Marketing Leader, Speaker, Motivator, Strategist, VP of Marketing at Buyers Edge Platform, Andy Rosenbloom, dives into the pros and cons behind in-house and vendor services.   Takeaways: Vendors provide an outside perspective and expertise in the service that they provide. This cultivates a learning experience within the partnership of your team and  the vendor. Most of the friction that we encounter in relationships from managerial, vendors, friendships, and more can be reduced via a clear setting of expectations. As a leader, there needs to be trust between employer and employee, as well as, employee in themselves. This enables independence and support to grow in their career. Tweak the internal technical process of how your lead information gets routed through the CRM and marketing automation tool to better align the sales and marketing processes. “Not putting as much emphasis on scaling the headcount of the marketing team and figuring out effective partners to outsource some of the work to is worth considering.”~Andy   Links: LinkedIn: https://www.linkedin.com/in/andy-rosenbloom/ Twitter: https://twitter.com/AndyRosenbloom Buyers Edge Platform: https://buyersedgeplatform.com   Busted Myths: Everything does not need to be completed  in-house. Using paid search, content writers, asset creators, etc. will give your company the opportunity to grow exponentially.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/N4P1gH0mprA

Sometimes marketers get so lost in the planning process of the content calendar that they miss the target of why they are putting out that content. What's the message or purpose? How can we become more memorable? Creator, Executive Producer and Host of award-winning podcasts The Story and Mission Daily; Advisor at Qualified, Co-Founder of Mission.org, Co-Founder of VETCON, CEO & Founder of Caspian Studios, Ian Faison, dives into the deliberate and storytelling aspects of your marketing content.   Takeaways: Editors are crucial for creating marketing content. Focus on communicating quality content on your channels rather than the content calendar itself. “There's no such thing as writer's block; it's reader's block. It means you haven't consumed enough information to be intelligent about the subject that you are writing.” ~Ian Create an asset that people want to subscribe to by tapping into something that people love. Taking storytelling cues from the media and Hollywood assists in developing memorable content. Remarkable content is all about the preparation. Take the time to do the research on why you are creating this content and who you are creating it for to be purposeful and deliberate. Give yourself permission to be creative - marketers often forget about the differentiation aspect of their content. Make it clear to your audience why your content is unique. Career Advice - You don't know how to connect the dots until you've made the dots.   Links: LinkedIn: https://www.linkedin.com/in/ianfaison/ Twitter: https://twitter.com/ianfaison Caspian Studios: https://caspianstudios.com   Busted Myths: Marketing is all about great content. Step away from the “Race to the Bottom” and go the extra mile to construct remarkable marketing content.    Shout Outs: 4:54 Seth Godin 17:39 Harry Dry 18:30 Ed Nevraumont 19:45 The Oracle 19:47 Nate Skinner   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/m-UY3UvoGyc

In today's technology savvy world, it is really easy to press the “send all” button and hope for the best. But is that enough? How can marketers be authentic and intentional with their content? A Marketing Thought Leader, Salesforce Certified, Consultant, CMO at NuAge Experts, Andy Carlson, discusses how we can do better at creating a more personalized approach through email marketing.   Takeaways: “Marketers are under pressure to always be communicating. But if we are not targeting, personalizing or making it relevant to the recipient then we will be ignored.” ~Andy Carlson Database size does not matter if the contacts within it are not responsive or not receiving your content. Database cleansing can identify your valid contacts. Breaking your content up and focusing on personas provides a thoughtful approach to email marketing. Identify your audiences and be more specific with who receives which content. Personalizing the buyer's journey, such as through bots that can chat to buyers after hours, enables us to focus less on the day to day mechanics of pushing out content. Career Advice - Life's a long race; take the time and enjoy the experience.   Links: LinkedIn: https://www.linkedin.com/in/andrewscarlson/ NuAge Experts: https://nuageexperts.com/about/   Busted Myths: The modern marketing tools today are helpful for automation, but they also allow us to be okay with pushing the “easy button.”    Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/jtiL84db71U

We often see a sales leader become the head of sales and marketing departments. But is a marketing leader just as qualified to lead sales? How can marketers assist in making sales' jobs easier? A Marketing Thought Leader, Host of the REAL Marketers podcast, Member of The Revenue Collective, VP of Sales and Marketing at Lumavate, Stephanie Cox, dives into why marketing leaders can lead sales and how to align both marketing and sales teams.   Takeaways: As marketers we need to walk a mile in sales' shoes in order to better understand how we can make their jobs easier and solidify marketing and sales alignment. Own the pipeline number! Believe in your team and commit to having a shared revenue goal with sales. Leadership is all about hiring the right talent and knowing when to stop over supervising. Instead ask your team how you can help them be successful. “If you tell people what success looks like and you empower them, they are going to work really hard for you. By nature people want to be successful. No one wants to fail” ~Stephanie Career Advice - Believe in yourself and let your voice be heard.   Links: LinkedIn: https://www.linkedin.com/in/stephaniecox/ Twitter: https://twitter.com/stephaniecox04 Lumavate: https://www.lumavate.com Real Marketers Podcast: https://podcasts.apple.com/us/podcast/real-marketers/id1441675127?mt=2 Brandon Rhoten's episode: https://www.hardcorpsmarketing.com/e/where-s-the-social-brandon-rhoten-hard-corps-marketing-show-237/   Busted Myths: Marketing can lead sales. Great marketers have always been riding along with sales through sales call participation or understanding the pipeline. Marketers have always been a part of sales without having to carry a bag.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/Hgo_r4xIqkA

The US Hispanic community has grown significantly in recent years from a population, as well as, an economic standpoint. However, many brands and businesses are under investing and representing this market. How can we engage the Hispanic market? How do we foster inclusive and culturally relevant brand messages? A Visionary Leader, Change-Agent, Award Winning Hispanic Marketer, Former Multicultural Brand Manager at The Coca-Cola Company, Founder & CEO of the Saramar Group, Sarah Marske, delves into misconceptions about the US Hispanic market and we can represent this community into our marketing strategies.   Takeaways: “There needs to be a mindset shift within companies and leadership teams towards diversity and inclusion, as well as, multicultural marketing.” ~Sarah Marske Be aware of the diverse audience that you serve and that buy from your company. Demonstrate this inclusivity through your brand and marketing efforts to reflect these underserved markets. Illustrate authentic and culturally relevant messages in your multicultural marketing efforts. Don't hesitate to reach out and ask questions on how to reach this goal. “When connecting with a multicultural audience it is important to have a purpose driven approach. How do we play a role in their growth to create economic prosperity.” ~Sarah Marske Career Advice: Your value is not validated by anything other than your existence. Share your gifts with the world!    Links: LinkedIn: https://www.linkedin.com/in/sarah-marske/ Twitter: https://twitter.com/sarahmarske?lang=en Saramar Group: https://www.saramargroup.com   Busted Myths: Every brand needs a Hispanic marketing strategy. With the growing population and income levels of the US Hispanic market, it would be a missed business growth opportunity to not have a strategy geared towards this community. B2B companies can absolutely have multicultural marketing strategies. The growth of hispanic businesses has outpaced the growth of other businesses threefold. If your business offers solutions to small business owners, then this is the market for you.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/LTNhHJpPj1g

More leads does not equate to more revenue! Then how do we convert more leads to hit our revenue goals? A Marketing Executive, Revenue Thought Leader, Go-to-market Strategist, Host of The Emerging CMO Group at the Peak Community, VP Marketing, Brand and Demand at MindTickle, Lisa Sharapata, discusses how to efficiently hit your revenue goals.   Takeaways: To beat the average growth rate in your industry you first need to thoroughly understand the Ideal Customer Profile and hit them at the right time with the right message. Before going into a new role or company discuss their goals and best steps to reaching them. This will help you gage whether or not the leadership or company culture are a good fit. “Brand is way more than the colors, font, messages and logo. It is the culture, the mindset. It is what other people are going to say about your company.” ~Lisa Sharapata While planning your revenue goals, create a 30-60 day plan and start internally auditing. Create a SWOT analysis, gap analysis, and set milestones for your goal timeline. Have a conversation with your executive leaders to discover their goals and challenges. Align your team's goals with what they are already trying to do. “Community is the new event.” ~Lisa Sharapata In order for sales to partner with marketing, they need to see value in the leads they are receiving.   Links: LinkedIn: https://www.linkedin.com/in/lisasharapata/ MindTickle: https://www.mindtickle.com Peak Community: https://www.peak.community   Busted Myths: You do not need more leads. There is an old school mentality that more leads equal more revenue. However, with a concise group of leads it is easier to find the accounts that are in your Ideal Customer Profile.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/tfTvF83Nxbg

Marketing has come a long way from the “Mad Men” days. However, some teams still struggle with a generational disconnect. How can we bridge the gap to market more effectively? A Marketing Leader, Director of Marketing, Andrew Sheaffer, discusses the generational mindsets in marketing teams and actions.   Takeaways: People know when they are being sold to. However, if the message is targeted to customers who have a need for the product it feels more personal and helpful. Have your department heads create goals for the quarter. This'll direct the team on what to achieve and what needs to be accomplished.  Use SEO when approaching different generational mindsets. This is a simple way to show what keywords and phrases are best for targeting. Whether it is a new or existing business, associate your marketing efforts with revenue. This will ground them and avoid getting lost in branding. Career Advice: Know the importance of rolling up your sleeves and figuring something out yourself. Put it into action!   Links: LinkedIn: https://www.linkedin.com/in/andrew-sheaffer-4648573b/ Integrated Financial Holdings: https://ifhinc.com   Shout Out: 55:08 Elizabeth Costa   Busted Myths: Not everyone can be a marketer. Appointing an individual to specifically head marketing operations will optimize success and connection with your target audience.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/2-MZGDhfj9M

Maximizing productivity is not always as simple as it sounds. It takes a team effort to align goals and take a step back to figure out what needs to change. What should we be doing to identify priorities and manage goals? An Agile Marketing Thought Leader, Keynote Speaker, Author of Mastering Marketing Agility and Death of a Marketer, ICAgile Certified Agile Marketing Coach and Trainer, Co-Founder of AgileSherpas, Andrea Fryrear, delves into framework of agile marketing and how to apply agile marketing practices to your process.   Takeaways: “If you pivot too often without a business case, then you will delay where you want to be. Agile marketing is about making adjustments when there is a good customer centric, data driven reason to do so.” ~Andrea Fryrear Find the areas in your system where work execution is not optimized. Systematically review team priorities in order to improve the quality and the quantity of work within your organization. Agile marketing is not a cure-all! It focuses on the execution and the processes to get you where you need to be while under the assumption that the right channels or marketing strategies are already in place. Objectives and Key Results (OKR) is a great framework to use with teams to track goals. It develops a straightforward way to see what actions are supporting each OKR. Take the time to have retrospective meetings to assess your team goals and the best next steps to accomplish them. This helps to align objectives for optimal progress. Career Advice: Spend more of your twenties learning.   Links: LinkedIn: https://www.linkedin.com/in/afryrear/ Twitter: https://twitter.com/AndreaFryrear AgileSherpas: https://www.agilesherpas.com Personal Website: https://fryrear.com Mastering Marketing Agility: https://www.agilesherpas.com/master-marketing-agility Death of a Marketer: https://www.amazon.com/Death-Marketer-Marketings-Troubled-Approach-ebook/dp/B06XSQ32H7/ref=sr_1_1?keywords=death+of+a+marketer&qid=1578374359&sr=8-1 Free Course: https://www.agilesherpas.com/educate-marketing-individuals   Busted Myths: Agile marketing is different from being fast or responsive. It requires marketers to recognize planning at the moment of maximum ignorance. Start exposing your audience to a new plan or idea on a small scale before committing.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/zOzs0RS8QnQ

Numbers and technology are an important part of marketing, but they are not what pushes marketing past their goal. How does your audience view your brand? What is the story? A Digital Marketing Thought Leader, Speaker, B2B People's Choice Award Winner for the Best B2B Content of the Year, Vice President of Marketing at Terminus, Justin Keller, explores brand storytelling.    Takeaways: Think about what your marketing goal is beyond the metrics. What is the story you are telling? Does it align with your purpose or product? “There is always a story to tell. Whether it be the product, the purpose, or the company culture, if you are having a positive impact on the world people care.” ~Justin Keller When you are thinking about telling a story, focus on pattern interruption. Think about how it ties back to the promise you are giving over the product or brand. Joy and enthusiasm is better than perfection when storytelling. Being a part of something that is exciting is important to people and shows through your work. Culture is an important part of marketing. If you are able to take big chances and embrace your creativity then you are able to discover new avenues to cultivate your brand. Career Advice: Don't take yourself too seriously when you're marketing.   Links: LinkedIn: https://www.linkedin.com/in/justindkeller/ Twitter: https://twitter.com/justinkeller Terminus: https://terminus.com Bear Like Mouse: https://open.spotify.com/artist/4s6kbbLry4ud2aR5jZlHHz Art & Copy film: https://www.amazon.com/Art-Copy-Jake-Shimabukuro/dp/B00E97PYZG Junae Brown's episode: https://www.hardcorpsmarketing.com/e/the-beyonce-of-marketing-junae-brown-hard-corps-marketing-show-232/   Shout Out: 16:20 Logan Childs   Busted Myths: Marketing is more than numbers. Lead generation, metrics, aligning with sales, etc are all important aspects, but they are not the aspects that make a brand sing. True marketing is about wild campaigns, telling great stories, and art.    Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/PB-dGG9yhLQ

How do we better communicate between the product, marketing, and sales department? How can we improve our product marketing process? An Award Winning Marketing Thought Leader, Business Strategist, Director of Marketing Communications at Taconic Biosciences, Kelly Grover, discusses how to improve success and communication throughout your company.   Takeaways: Success in product marketing is dependent on three things: having a defined process, data, and engagement across all departments. “Technology is an enabler, but it is not a strategy.” ~Kelly Grover When starting ABM, make it simple. You can always add complexity to your systems, but you can't ever remove it if you baked it into its basic functionality. Account based marketing is a corporate level strategy that should be a company decision opposed to a single department. Elevate to the CMO position by thinking outside of marketing and solving corporate level problems.  Career Advice: It is an unrealistic goal to think that you or your journey is perfect. You are going to make mistakes along the way. The stumbles are the stories.   Links: LinkedIn: https://www.linkedin.com/in/kelly-owen-grover-m-b-a-91657115/ Taconic Biosciences: https://www.taconic.com   Shout Out: 29:34 Sangram Vajre   Busted Myths: The go-to-market strategy pathway is not a linear line; it's a feedback loop. We are constantly refining and improving that process between the product, marketing, and sales team. Sales should not be thought of as an internal customer, but rather in partnership with marketing. Understand their day to day pressures and motivations to drive success.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/lEuVfBblCRM

How do we promote sales and marketing alignment? What can we do better to support each team? A Thought Leader, Partner of Linking Indy Women, Co-Founder of Ride & Raise, Ally Brettnacher, delves into the four easy steps towards sales and marketing alignment.   Takeaways: The first step to marketing alignment is understanding each other. Straightforwardly communicate your goals and what you need from each other to achieve the objectives. Having the marketing team sit in on sales calls allows for first hand exposure to what the sales team experiences and their challenges day to day. “Sales, if the marketing team is trying to enable you on the amazing content they have put together, then show up and learn about the content. Enablement is key to success!” ~Ally Brettnacher When it comes to marketing and sales alignment, we need to be involved in the conversation from the beginning. Understand why ______ has value. Prevent sales and marketing silos by asking for feedback on how people are responding to what marketing is doing and showing appreciation to each other. Career Advice: You are so much smarter than you think. Speak up more, you are good enough!   Links: LinkedIn: https://www.linkedin.com/in/allytbrett/ Twitter: https://twitter.com/allytbrett Ride & Raise: https://rideandraise.org Linking Indy Women: https://linkingindywomen.com Personal Website: https://allytbrett.com Brandon Rhoten Episode: https://www.hardcorpsmarketing.com/e/where-s-the-social-brandon-rhoten-hard-corps-marketing-show-237/   Shout Out: 36:04 Todd Caponi   Busted Myths: Sales and marketing alignment is not as difficult as it seems. Communicating goals, sitting in on sales calls, asking for feedback, and showing up for each other makes all the difference in breaking down those silos.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/2uoF1ob1F-Y

Public relations is often thought of as crisis management or press releases. But what if you could take PR tactics and use it to understand your target audience and boost ROI? A Thought Leader, “Anti-PR” Strategist, Entrepreneur, Podcaster, Founder and Chief Evangelist at JoTo PR Disruptors, Karla Jo Helms, shares her knowledge of public relations and how to measure it.   Takeaways: Factors such as the affected target audience size and the emotional level of the public based on what happened help determine the volume of communication needed to offset a PR incident. In PR, it is important to identify the groups and thought leaders that influence your target audience. Speak through those communication channels to reassure those particular markets. “You can apply the same crisis management strategy to mathematically go into a new market. Think who is the market, what is their psycho-emotional mindset, and who are their third party credibility sources.” ~KJ Helms “You always have to have a story. It is what creates news today. It is all about what the problem is and thought leaders or people in that space lending their opinions on the topic.” ~KJ Helms Number one rule for PR firms: Don't ever talk about your products and services. Talk about the problems your clients are facing.  Career Advice: Believe in yourself!   Links: LinkedIn: https://www.linkedin.com/in/karlajohelms/ Twitter: https://twitter.com/JoToPR JoTo PR Disrupters: https://jotopr.com   Busted Myths: Public Relations can be measured! PR is leading people by their minds and to guide public view. It is much more than press releases! Public Relations is analytical. You have to be very aware of your competitor's public opinion and think a step ahead.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/8_sZughcGm0

How do we improve our accessibility for customers? What is the best way to engage with them in the ever expanding digital world? A B2B Technology Executive Thought Leader, Top 40 Demand Marketing Game Changer, Top 30 Most Influential Women In B2B Marketing Technology, Member of the Forbes Marketing Communication Council, CMO of ActiveCampaign, Maria Pergolino, dives into brand values and expectations in the digital world.   Takeaways: Set clear expectations about your service and who you are as a company. People are looking for brands that align with their values. Take control of the narrative! Digital transformation is enabling anything you would do offline or in person and removing friction from that process. How does this affect the channels we engage through? “As marketers we are creators. Taking time on any of these platforms to be a creator even if there is no audience is a worthwhile effort.” ~Maria Pergolino “The more you can do in marketing, then the more efficient sales becomes and less expensive your model becomes.” ~Maria Pergolino Career Advice: Think bigger. You are capable of more than you realize.   Links: LinkedIn: https://www.linkedin.com/in/mariapergolino/ Twitter: https://twitter.com/InboundMarketer Company: https://www.activecampaign.com AirBnB Experiences: https://www.airbnb.com/s/experiences   Shout Outs: 25:06 Dan Frohnen    Busted Myths: Small businesses have just as complex of problems as enterprise businesses. Put the customer first, connect with people and make it easy as Amazon for your customer.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/PVBVEV9sG8s

With the growing tech world and large community outreach online it is hard to avoid the attraction of having a company social media presence. But how is the social being used? Is it just a strategy or does it represent a bigger position or purpose? A Digital Strategy Media Leader; Global Chief Marketing Officer; Former VP of Advertising, Media, Digital, and Social Media at The Wendy's Company; Former the Global CMO of Papa John's International; Former Global CMO of Potbelly Sandwich Works; Brandon Rhoten, shares his wisdom on how to build a brand and stay true to its main objective.   Takeaways: Spend your time, money, and resources on platforms that cultivate a larger brand goal. A social media brand without a goal is like performing tactics without objectives.  “Brands that are magic understand who they are in the world. They are comfortable in their own skin.” ~Brandon Rhoten  Understand the emotional and functional needs that your brand fulfills for people. Use them as a baseline for communicating how you meet those needs in a compelling way. Be true to the brand, not the tactic. Tactics, for example a spokesperson, should bring forward a larger position or objective rather than becoming the main focus. “If you can take the logo and put it on a totally different category of product and you understand what that product would feel like you have a great brand. A great brand carries something bigger than featured benefit or product.” ~Brandon Rhoten Career Advice: Save some money so you can take risks in your career.   Links: LinkedIn: https://www.linkedin.com/in/brandonrhoten/ Twitter: https://www.twitter.com/brhoten/ Wendy's Twitter: https://twitter.com/Wendys   Shout Outs: 1:02:39 Seth Godin   Busted Myths: Not every brand needs to be on social media. Social media is a strategy that can be used to further a larger goal that is bigger than the platform. However, it is not a requirement to create a great brand.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - httphttps://youtu.be/BFVJVeCIza0

When deciding to continue a lead's customer journey to sales, it is important to look at what makes sense for them. Are they ready to move forward at this moment?  An actual Rockstar, Marketing Thought Leader, Entrepreneur, Formally CMO and now CXO of BoardOnTrack, Rachel Jordan, redefines sales readiness.   Takeaways: “Sales readiness means you are ready to build a relationship, not that you are ready to be a customer tomorrow.” ~Rachel Jordan Do what makes sense for your customer's timeline. Understand what is important to them right now in the moment. Focus on responding to your potential clients as quickly as possible rather than the quantity of engaging content. This moves them up the chain when it makes sense and closes them in on the window of opportunity. “It is not about quantity. It is about the right timing with the right people.” ~Rachel Jordan Marketing does not live in a box anymore. It touches every stage of the customer lifecycle. It needs to feel like it is presented with the same voice. Career Advice: Encourage yourself to pivot in your career. Trust yourself!   Links: LinkedIn: https://www.linkedin.com/in/racheljordan/ Twitter: https://twitter.com/RachelBJordan Company: https://boardontrack.com Personal Website: http://www.rachelbjordan.com   Busted Myths: Customers are not exclusively sales ready only when they are prepared to give you their money. Deciding where marketing ends and sales begins for leads needs to be defined and agreed upon between both departments.    Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/1zKl1V4VJlw

How do we define customer success? Is it through the experiences our clients have or by the outcomes they receive? Host of the 5x award winning podcast The Electronic Propaganda Society, Director of Market Strategy at Salesforce, Mathew Sweezey, alongside, Customer Experience Thought Leader, Host of The Revenue Revolutionaries podcast, Co-Founder & Chief Community Officer at MetaCX, Dave Duke negate the mindset of customer experience as the quintessential element for customer success.   Takeaways: At the end of the day our customers are evaluating if they achieved value in this relationship. It's time to shift our thinking towards our customer's goals and their overall success.  If outcomes are implemented into business reviews then we will be able to understand what milestones need to be hit in order for us to help clients achieve their goals. An outcome is not created by a single team. Move your organization out of silos and into concentric circles around key moments of the customer journey. It is important to have a conversation with your team and clients how we are presenting our products and services in the context of the outcomes the customer needs to achieve. Features are not a one size fits all.  We have redone our math on customer success. An experience that does not lead to the outcome can always be surpassed by an outcome with a poor experience. But an outcome with a poor experience can always be surpassed by an outcome with a positive experience.  Career Advice: Read more and get as many work experiences as you can!   Links: LinkedIn: https://www.linkedin.com/in/mathewsweezey/ https://www.linkedin.com/in/daveduke26/ Twitter: https://twitter.com/msweezey https://twitter.com/djdukeiu Company: https://www.salesforce.com https://metacx.com/revrev/ Personal Website: https://mathewsweezey.com Books: https://www.amazon.com/Context-Marketing-Revolution-Motivate-Infinite/dp/163369402X https://metacx.com/assets/ebook-the-new-north-star-experience-is-the-method-outcomes-are-the-goal/ Podcasts: https://podcasts.apple.com/us/podcast/electronic-propaganda-society/id1460256430 https://podcasts.apple.com/us/podcast/revenue-revolutionaries/id1535380555 Blog: https://metacx.com/blog/experiences-is-the-method-outcomes-are-the-goal/   Busted Myths: Experiences are not the end all be all! The customer's experience is not the customer's goal. It is merely the method we use to accomplish their goal.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/3-MUni3pBTU

The Best of 2020 - Christina Anderson - Hard Corps Marketing Show #234   It's a holiday special! And a special guest - Christina Anderson, Marketing Coordinator at Cheshire Impact!    2020, as crazy as it's been- what a wonderful thing to have had these amazing conversations directly with friends and guests from across the country and abroad! It brought us together in this spaced apart time.    **Disclaimer- this was HARD! All of our guests are noteworthy! Check out all of our episodes at our website Hard Corps Marketing Show **    Episode Shout Outs!   Fanocracy Marketing - David Meerman Scott - Hard Corps Marketing Show # 115 Episode Link The SEO Puzzle Master - Stoney deGeyter - Hard Corps Marketing Show #120  Episode Link No Nonsense Marketing Fundamentals - Laura Luckman Kelber - Hard Corps Marketing Show #121 Episode Link Marketing Automation - Casey Cheshire - Hard Corps Marketing Show #129 Ethan Beute take over!  Episode Link What it Really Takes to Align Sales & Marketing - Logan Childs - Hard Corps Marketing Show #137 Episode Link The Best of ABM - Christina Anderson - Hard Corps Marketing Show #164 ABM Marketing The Power of Influencer Marketing - Neal Schaffer - Hard Corps Marketing Show #167 Episode Link The GDPR & CCPA Marketing Experience - Jodi Daniels - Hard Corps Marketing Show #154 Episode Link Quantifying Marketing for Megadeals- Christopher Engman - Hard Corps Marketing Show #157 Episode Link Distributing Content as Breaking News - Chris Walker - Hard Corps Marketing Show #163 Episode Link Start Ugly - Chris Krimitsos -Hard Corps Marketing Show #180 Episode Link The Content Miner - Kristen Sweeney - Hard Corps Marketing Show #183 Episode Link The Marketing Metrics that Matter - Alon Wacks - Hard Corps Marketing Show #184 Episode Link Outcome Obsessed Marketing - Holly Tsourides - #192 Episode Link The Economic Fortune Teller - Steph Smith - Hard Corps Marketing Show #185 The Hustle Episode Link 5 Minute Selling - Alex Goldfayn - Hard Corps Marketing Show #194 Episode Link Decrypting Marketing Data - Yogesh Mehra - Hard Corps Marketing Show #196 Episode Link The Agile Marketing Transformation - Femi Olajiga - Hard Corps Marketing Show #199 Episode Link Personalization Beyond the 9-5 - Greg Segall - Hard Corps Marketing Show #212 Episode Link The SLA that Aligns Sales & Marketing - Darryl Praill - Hard Corps Marketing #215 Episode Link Marketing Operations Master - Crissy Vetere Sanders - Hard Corps Marketing Show #223 Episode Link How to Fit a Giraffe In the Refrigerator - Tammy Begley - Hard Corps Marketing Show #227 Episode Link The Secrets of SEO - Geoff Atkinson - Hard Corps Marketing Show #228 Episode Link The Beyonce of Marketing - Junae Brown - Hard Corps Marketing Show #232 Episode Link Building an Authority Marketing Colosseum - Adam Witty - Hard Corps Marketing Show #130 Episode Link Curiosity that Sparks Innovative Marketing - Diane Hamilton - Hard Corps Marketing Show #123 Episode Link Busted Myths:   If you're sitting close to your camera, it's almost as if you're sitting across the table from that person at a coffee shop We have a common vocabulary with sales! No fancy sales words, or marketing words   Ways to Tune In:   iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/ryph9BopYRY

A Thought Leader, Content and Social Marketing Expert, Forbes 30 Under 30, Speaker, Author of The Manifesto on Content Marketing Teams, Evangelist, Podcast Host of The People In Marketing, Co-Founder and CEO of Planable, Xenia Muntean, shares her knowledge of best practices for social and content marketing.   Takeaways: There are no specific metrics that every business needs to follow. Each business is unique, as well as, their goals. Pay attention to the metrics that best suit your goals. Building great content is not enough. You should spend just as much time, if not more, on promoting, repurposing and SEO to get your content in front of your target audience. In the growing technological world, more and more content is being produced each day. It is important to focus on how you can produce content in a scalable matter with little resources.  Sometimes we need to move slower in order to move forward and evolve. Work on having a strong foundation and process for your social media before advancing. Career Advice: You can do more than you think you can!   Links: LinkedIn: https://www.linkedin.com/in/xeniamuntean/?originalSubdomain=uk Planable: https://planable.io The Manifesto on Content Marketing Teams: https://www.amazon.com/Manifesto-Content-Marketing-Teams/dp/B08JM7Y2K8   Busted Myths: There is no best posting time on social media. It really depends on the type of audience and business you have. Instead, focus on algorithms, engaging content, and reactions.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/PVlme232shw

Marketing is not just about sales or the product. It is about the people and the community you cultivate. This is why creating an experience with your marketing is key. A Strategic Marketing Leader, former marketer at Sony Music, Founder and CEO of Browned 2 Perfection Agency, Junae Brown, shares her extensive knowledge of building marketing experiences and being intentional on social media.   Takeaways: In the sea of marketing, you have to find a way to stand out! We have all this access to resources and our consumers at our fingertips. Find an impactful way to tap into your audience that is half the cost but is twice as much. Everybody wants to be the brand that is talked about. Create moments on social media consistently and be intentional about what you are putting out there. Think of strategies like a carnival. There needs to be something for everyone because consumers are very nuanced. Even though a group might have the same intention, the way they think could be completely different. “Good marketing is about tact not just tactics. It's all about the people. If there were no people there would be no customers, audience, or need for the brand.” ~Junae Brown Every person is not going to fit into your target audience or be your customer. Instead provide everyone a positive experience and your community will grow. Career Advice: Trust yourself! Just because everyone can't see your vision yet, does not mean it shouldn't exist.   Links: LinkedIn: https://www.linkedin.com/in/junae-brown-1818253b/ Twitter: https://twitter.com/JunaeBrown Browned 2 Perfection: https://www.facebook.com/Browned2Perfection/   Busted Myths: We should make our marketing a fully immersive experience for our user. Promote longevity by keeping it interesting and being a part of the conversation.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/KNtg9MqHUAg

A Business Leader, Entrepreneur, Writer, Founder and President at SalesRoads, David Kreiger, delves into building sales and marketing alignment and buyer communication.   Takeaways: Having a point person that sales and marketing reports to bridges that gap of communication between the departments, as well as, creates a coherent strategy. It is important for sales and marketing to collaborate together to customize their marketing tools. Step away from the templated email blasts! Buyers have become busier and require quicker communication from sales people. Inside sales have been thriving because they are better equipped for that level of communication with easy access to technology such as Zoom.  Focus on your Ideal Customer Profile when marketing and selling to clients. Try to target clients that you know you would service well and have deep conversations with them. Invest in coaching your sales representatives. Putting a coaching infrastructure in place for your team is key to creating unified messaging across the board. Career advice: Start early and learn as much as you can.   Links: LinkedIn: https://www.linkedin.com/in/davidkreiger/ Twitter: https://twitter.com/kreigs SalesRoads: https://salesroads.com   Busted Myths: Most people think of a salesperson as someone who is gregarious and always has an interesting story. However, the best salespeople are those who enjoy listening and are passionate about solving their clients problems.     Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/ZxLzbgvZGdw

Data driven approaches are great for creating logical predictions for how customers will interact with content. However, people are not cut and paste. It's time to take a more personal approach and think like the customer. A Marketing Leader, Strategist, Artist, Writer, Speaker, Fractional CMO, Founder of The ABM Journal, Founder and Chief Marketing Strategist at MESH Interactive Agency, Bill Schick, shares his knowledge of customer viewpoint.   Takeaways: Following a very rational data approach to marketing runs the risk of going down the same path as competitors. There is no one forum to marketing success. Try adding a humanistic approach to marketing. People want to know who is on the company's team and why you created what you have created. Present data or a view that those who have financial jurisdiction respect above their own. This will promote alignment and overcome any preconceived views the individual may have about something. Don't be afraid to be experimental when it comes to account based marketing. Try creating a strategy that has an unexpected angle that relates to the conversation and their work reality. Create experiences that teach or that have interactive components. This allows sales representatives to have a more personal connection early on to start the conversation with customers. Career advice: Don't feed into the fear of risk. Make the jump!   Links: LinkedIn: https://www.linkedin.com/in/founderandcdo/ Twitter: https://twitter.com/BillSchick MESH Interactive Agency: https://www.meshagency.com The ABM Journal: https://www.theabmjournal.com Tom Hessen Episode: https://www.hardcorpsmarketing.com/e/true-buyer-intent-discovery-tom-hessen-hard-corps-marketing-show-220/   Busted Myths: Not everybody can be in marketing. It takes a special kind of person to do the digging and be creative!   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/1xR6ayOluzU

LinkedIn has been used to network and promote professional work. However, you can still add your personal touch and authenticity within your LinkedIn posts. A Social Media Leader, Digital Content Creator, LinkedIn Master, Director of Content & Digital Media at Enterprise Community Partners, Mandy McIntyre,    Takeaways: Don't be afraid to let your personality shine through on LinkedIn. Share the development and emotions behind a project you are working on.  There is power in sharing insight or happenings behind the scenes. If you want engagement with others then try giving them your thoughts on the subject or ask questions. Telling an experience or stories about yourself on LinkedIn. This helps promote your authentic self rather than simply giving tips on how to overcome or master the topic. Be more open to others opinions and comments on your content. They could have a point of view you haven't thought of or this could be an opportunity to challenge their thought process. Career advice: Start thinking about and exploring the things you are passionate about early.   Links: LinkedIn: https://www.linkedin.com/in/mandymcintyre/ Enterprise Community Partners: https://www.enterprisecommunity.org Quad Meets: https://www.quadmeets.com   Busted Myths: You do not need to be perfectly polished and buttoned up if you are a leader on social media. Show that you are an actual person.    Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/5sS0gFxuh1c

SEO is often seen as this puzzling creature that is difficult to navigate. Is SEO really as mysterious as we assume it to be? Or is the secret for a great SEO just a few clicks away?  A Technology Driven Marketing Thought Leader, Entrepreneur, Speaker, Former SVP of Marketing at OverStock.com, Founder and CEO of Huckabuy.com, Geoff Atkinson, debunks the misconceptions behind SEO and gives tips on how to better your website rank.   Takeaways: Top tips for ranking high on Google:  Have a great technical foundation of your site, such as mobile friendliness, page speed, site architecture, amount of Javascript, etc.  Backlinks matter! Have regularly updated content on your site Do not put 90% of your focus on paid channels such as page search, social, display, or media. Things like email, CRM, and SEO are much easier to adjust and are less technical. Page speed is a huge problem across the internet! If you are looking for something to work on next in SEO, then read up on the new updates for page speed coming in 2021. Career advice: Set yourself up so that you are comfortable and enjoy work rather than having it be your entire life. Don't put yourself and your wellbeing in the backseat.   Links: LinkedIn: https://www.linkedin.com/in/geoff-atkinson-7311872/ Twitter: https://twitter.com/geoffatkinson Google Lighthouse Report: https://developers.google.com/web/tools/lighthouse Huckabuy.com: https://huckabuy.com Google Update 2021: https://huckabuy.com/2020/09/25/2021-google-algorithm-update/   Busted Myths: SEO is way more transparent than people give them credit for. They are quite honest about what they want out of websites and you are able to reverse engineer it. SEO agencies and consultants are not always the solution. Many make their business model off of the idea that SEO is a black box controlled by Google and only they can crack the code. Content is not king. It is very important, though there are other fundamental things that you have to do in order to achieve great search rankings.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/Diajn6A13ug

Marketers often fall into the trap that a marketing tool is a silver bullet. How do we build off that tool to better our marketing outreach? An International Marketing Leader, Entrepreneur, Marketing Automations Strategist, Certified Pardot Consultant, on the Pardot Advisory Board at Salesforce, Pardot Practice Lead at Destined, Tammy Begley, gives her insight into marketing tools about how to implement.   Takeaways: “You need to start thinking outside of the box. Stop having preconceived ideas because the way you are going to be successful is if you break down some of those boundaries.” ~Tammy Having sessions about Pardot marketing automations with all company departments helps set the scene to start the process of building your silver bullet and get people excited! In today's marketing world you need to be a digital marketer as well as a traditional marketer. If you don't have those skill sets then it's going to be difficult to survive. Marketing operations are essential to a company's success. If a company's systems aren't aligned then it could be doing anything and everything but not getting the right return for the efforts. #1 Tip for Marketing Automations: Keep it simple. This allows you to listen and learn more about the tool starting out. Then you can try pushing the limits. Career advice: Believe that you can do anything you put your mind to.   Links: LinkedIn: https://www.linkedin.com/in/tammybegley/?originalSubdomain=au Destined: https://www.linkedin.com/company/destined-by-design/   Busted Myths: Marketing automations tools are not a silver bullet. They may open doors to new strategies, but it does not tell you what to say or do.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/E3fKzSROZso

Data driven analytics are essential to understanding the impact of marketing campaigns. However, with all of the data available, what should you really be focusing on? What are your goals? A Data Science Wizard, Veteran Data Analytics Thought Leader, Translator, Methodologist, Consultant, Ted Lorenzen, delves into goal orienting your data analytics.   Takeaways: Analytics is not just ROI. You can use the same methods or techniques you would for ROI in other metrics to expand on all your other goals. Before making data driven decisions there needs to be goals in place to strive for. This is a more organized way to adjust marketing to drive efficiency or increase impact. Use these steps to find out what data you should analyze in your data: What does the business need? What levers are you allowed to pull on? Find the historical data for each lever or you will need a proxy. Try having a third party experienced data analyst look at your campaign data. This provides an impartial set of eyes with no unconscious bias towards the results. Don't be afraid to experiment with new marketing ideas. For example, running an ad experiment on Facebook, allows you to see how your audience responds to inform you for the future.   Links: LinkedIn: https://www.linkedin.com/in/ted-lorenzen/   Busted Myths: ROI is not the only goal for data analysts. If you only chase ROI, then you are going to miss out on important things marketing is doing. Look through it with different lenses, such as total impact.   Shout Outs: 44:25 Cassie Kozyrkov   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/ruxK-VDRJLY

Email marketing has been a foundational marketing strategy in the digital world. However, is it still relevant with the rise of social media platforms? A Marketing Leader, Keynote Speaker, Entrepreneur,Content Strategist, LinkedIn Influencer, Copywriter to SaaS and Creators, Instructor of Digital Marketing Fundamentals at University of Vermont, Full Time Consultant, Liz Willits, shares the importance of email marketing and promoting trust from your audience.   Takeaways: On social platforms you are not in control of the algorithm. Email marketing is all on you to reach out to individuals. This makes social media much less reliable in that sense. People go on social media to consume content from their friends. They typically are not there to purchase products. Whereas, email is more expected for marketing promotion. Any time you are on any social media platform you need to have strategies to get people on to your email list in case of a platform shutdown.  Invest time in your lead magnet! People share it with their friends if it is a great free resource or it is the first point of building a relationship with a subscriber. This will grow your email list. “If you can start telling a story in your subject line that people want to know the ending to, then that is a great way to get people to open your emails.” - Liz Willits Build trust by giving your audience free value to their biggest questions or challenges. This creates reciprocities and keeps people coming back for more. Career advice: Build an audience and start creating content around you and your expertise. That audience will be very valuable in the long run.   Links: LinkedIn: https://www.linkedin.com/in/liz-willits/ Liz Willits: https://lizwillits.com   Busted Myths: Email marketing is not dead! It is a top revenue platform to sell because you are building an audience of people who know and trust you.    Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/i7I7fnaYepE

An Influential Content Marketing Thought Leader, Top 14 Content Marketer, Top 100 Digital Marketer, Top 40 B2B Marketer, Author of #1 Content Performance Culture, Chief Content Marketing Officer for The Authentic Storyteller Project, Christoph Trappe, chats about different ways to enhance your social media presence.   Takeaways: There is no perfect time to post something on social media! Your audience may not be exposed to it right away due to the algorithms on the platforms. Consider using audio tweets and gifs as a way to interact with your target audience. They both add a personal touch to your social media engagements. There is a difference between trying to capitalize and being authentic. Podcasts show your authenticity because it can be difficult to hide one's true self. Repurpose content on different platforms to get complete promotion coverage. Make sure you always link to your website because then you are able to target and remarket to them. If you are performing a content performance culture model while retargeting visitors to your website, keep an eye on your metrics. Are you attracting your true audience?   Links: LinkedIn: https://www.linkedin.com/in/christophtrappe/ Twitter: https://twitter.com/CTrappe Content Performance Culture: https://www.contentperformance.online The Authentic Storyteller Project: https://authenticstorytelling.net Business Storyingtelling Podcast: https://authenticstorytelling.net/webrand   Busted Myths: Social media followings should not be a top priority. Just because you have a large following does not mean that people will see your content. Think about who you are trying to reach.   Shout Outs: 05:47 Rob and Kennedy - The Email Marketing Show 43:30 Voice Strategy by Susan & Scott Westwater   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/7-3ucwYzseI

Many heads of marketing find marketing operations to be a cryptic section of the company. In reality, they are the secret weapon behind the scenes making everything work smoothly. A Marketing Thought Leader, Co-host of the fwd:thinking Podcast, Speaker, Entrepreneur, Co-Founder and Board Member of Women in Revenue, Co-Founder and Principal Consultant at CS2 Marketing, Crissy Vetere Saunders, illuminates how marketing operations affects the customer journey and revenue of the business.   Takeaways: “Marketing Ops is what makes marketing work. We are the team ensuring that from all your campaigns, to how someone enters the sales cycle, that it all happens in the most effective way.” ~Crissy Vetere Saunders The best mindset for a marketing ops representative is an entrepreneurial one. In order to make the right decisions, understanding the whole business will better inform that. Marketing ops should spend most of their time focusing on campaigns and anything touching revenue. That is what the company cares about the most! Forge your own marketing ops persona! Start with creating goals for yourself and knowing how parts of a business fits together. Career advice: Try to focus on the things that really matter and don't feel like you need to do everything to be significant.   Links: LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Twitter: https://twitter.com/CRVetere CS2 Marketing: https://www.cs2marketing.com Women in Revenue: https://www.womeninrevenue.org Fwd:thinking Podcast: https://www.cs2marketing.com/fwd-video-podcast   Busted Myths: Marketing Operations is a strategic part of the marketing team and the people in this department can be strategic leaders! They understand the key data thoughts that support the departments across the company. You cannot do marketing without marketing ops.   Shout Outs: 50:11 Chris Russell 50:21 Maria Pergolino   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/Z4EsyJmzUWs

When looking for prospect buyers it is important to really know your buyer persona, as well as, each prospect's pain points. Is there more we could be doing now to help weed out the best candidates sooner? A Marketing Leader, Mentor, Speaker, Founder and Chief Pot Stirrer at Soft Land Partners, Founder and Client Advocate at MEET, Bill Kenney, shares how to seek out true prospect buyers and build valuable relationships with them.   Takeaways: What keeps your buyer persona up at night? Create offers that illuminate that pain and show how you can ease it. Be empathic towards your target customer and communicate to them in a way that is attractive to them.  A prospect customer needs to have three requirements: a need, money and urgency. If they do not have these requirements then they are not a prospect customer. Strive to have the wisdom to not be sure and be okay with testing. Set up your marketing so that it is flexible in a way that you can test and validate ideas. “The more non-prospects you have, the more diluted your time becomes rather than dealing with the people who are convertible.” ~Bill Kenney After you covered the agenda of the meeting with a customer, ask them what else they are trying to solve whether it be directly related to you or not. This builds a relationship of value over price. Career advice: Start entrepreneurship early and get as much experience with internships as you can.   Links: LinkedIn: https://www.linkedin.com/in/bkenney/ Twitter: https://twitter.com/billkenney Email: bill@meetroi.com Belly 2 Belly Podcast: http://meetroi.com/podcast/ Soft Land Central Podcast: http://softlandpartners.com/podcast/ MEET: http://meetroi.com Soft Land Partners: http://softlandpartners.com   Busted Myths: Don't give away products that your company does not sell. Think about who you are attracting. You want to make offers that align with what you are trying to catch.    Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/DazbyluE83U

Account based marketing is all the rage in the marketing community, but are we thinking about it in the correct lens? A Marketing Thought Leader and VP of Marketing at Fortress IQ, Christelle Flahaux, argues that Account Based Marketing should be overseen by the sales department.   Takeaways: ABM is not new. Field marketers have been doing this for decades; technology just caught up to make it easier. Every account is different. You have to understand your customer and how your product fits with them to make them open the door or react. No piece of technology will magically fix that. Do your research! Understand your account's likes and dislikes to do something that is relevant to that person. This is key for any ABM strategy. Put the power in Sales' hands when it comes to ABM. They are the ones having the conversations with accounts! Otherwise it will be just like any other inbound campaign. It is difficult to find a product marketer who is a perfect fit. Instead, look for someone who truly understands the product and has experience speaking with customers 1:1. Career advice: You don't always have to be right, but you do have to try. You learn the most from your biggest failures.   Links: LinkedIn: https://www.linkedin.com/in/cflahaux/ Twitter: https://twitter.com/mktgstella FortressIQ: https://www.fortressiq.com   Busted Myths: ABM should not be our demand gen strategy. Instead, ABM should be used as a part of an integrated marketing strategy on the sales end rather than the marketing end. Buying a piece of technology isn't going to fix your ________ problem. There is a lot of strategy and thinking that needs to happen before you are ready to fix a piece of technology that compliments that strategy.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/fWpp4T-Ws4o

Marketers often look at metrics such as how long prospects spend time on a page or how many clicks they get. However, are marketers really learning anything about the intent of their buyers in this way? A Business Leader, Software Entrepreneur, Consultant, CEO at 9Lenses, Tom Hessen, delves into the intent of buyers and how to assess their needs.   Takeaways: Marketers are often incentivized by quantitative leads. Unfortunately, this damages the sales and marketing relationship, especially if the “leads” they are presenting aren't ready to talk to sales. Assessments are an incredible way to add value to the prospect while educating them on all you have to offer. They are tailored and personalized to fit their needs. Discover calls as we know them need to die. It all starts with marketing. Find the prospects true business needs before sending it to sales. No matter if you have known your prospect for 5 years or 5 days have them take the assessment before you have a discovery call. This will educate them and yourself to progress further faster. Interactive content is more engaging for your audiences at the top of the funnel. This is a great opportunity to add more value and personalization.   Links: LinkedIn: https://www.linkedin.com/in/tomhessen/ 9Lenses: https://www.9lenses.com   Busted Myths: Marketers can not know something about a prospect by the measurement of intent such as what they viewed or how much time they spent on a page. This does not show their viability as a buyer.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/U9LhpqnDXQw

We have all heard the saying “There is no I in team.” It takes communication and collaboration to really make a project successful. Then why do we still struggle with cooperation in groups? A Marketing Automation Leader, Technologist, Speaker, Marketo Champion, Global Marketing Operations Manager at Amazon Web Services, Darrell Alfonso, shares his experience in project management and success.   Takeaways: Miscommunication occurs often if there is not an open conversation on project objectives. Remember that not everyone thinks like you or has the same goals. “Find what works well for your customers and make it even better.” ~Darrel Alfonso When it comes to project management for mid-sized companies, be sure to keep your stakeholders updated and motivated with milestones to get something successful through the door. Don't discount the value of experience. People who have more experience have had more time to understand and pick up patterns.  Build with a Training Mindset. Train others and build your processes and programs with the idea that other people will use it! Career advice: Work hard but find the time to relax.   Links: LinkedIn: https://www.linkedin.com/in/darrellalfonso/ Twitter: https://twitter.com/DemandDarrell Amazon Web Services: https://www.linkedin.com/company/amazon-web-services/ Project Management for The Unofficial Project Manager: https://www.amazon.com/Project-Management-Unofficial-Manager-FranklinCovey/dp/194163110X?ref_=Oct_s9_apbd_simh_hd_bw_bh9&pf_rd_r=NHB6P932RZVXCHKGY5WB&pf_rd_p=dca8a16a-96fe-51bc-8261-c1db66c588a3&pf_rd_s=merchandised-search-10&pf_rd_t=BROWSE&pf_rd_i=2675   Busted Myths: Marketing success cannot happen in a vacuum. Great success needs the cooperation and collaboration of 10s, 100s of people to really make an impact on business.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/uNAQMCGV2YI

B2B marketers are great at the bottom of funnel content, but we tend to forget that top of funnel content is just as important for our consumers. A B2B Thought Leader, Entrepreneur, Host of The Content Callout Podcast, Host and Founder of The Negotiations Ninja Podcast, Founder and Head of Marketing at Content Callout, Mark Raffan, delves into connecting to consumers through top funnel content.    Takeaways: If you really want to connect with your audience then you are going to need to know them on the deepest level. Understand how they have fun, their family, activities they like to do, etc. Weekend words are the language that your audience uses when they are at home on the weekend. Look at ways to incorporate those words into your content to appeal to your target market. Now is the time to be investing in good content production whether that be written, video or audio. This could set you apart in today's hyper digital world. Top of funnel content is just as important as bottom of funnel content. Consumers need to be educated about your service or product, as well as, why you are the best choice before purchasing.  Tips for negotiation:Always ask for more than you expect Plan, Prepare and Strategize Career advice: Take more risks!   Links: LinkedIn: https://www.linkedin.com/in/markraffan/ Twitter: https://twitter.com/MarkRaffan The Content Callout: https://www.contentcallout.com The Negotiations Ninja: https://www.negotiations.ninja Greg Segall Episode: https://www.hardcorpsmarketing.com/e/personalization-beyond-the-9-5-greg-segall-hard-corps-marketing-show-212/ Jeanniey Walden Episode: https://contentcallout.libsyn.com/jeanniey-waldens-weekend-words-marketing-strategy   Busted Myths: B2B should be balanced between bottom and top of funnel content they put out. Both sides are important. You do not have to be corporate all the time. It is okay to not take yourself so seriously. This makes you look stuffy and less approachable or entertaining for the target audience.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/OFPdSX1wpCk

Everyone believes that they have great content. However is your content connecting with your audience in a way that is benefiting their customer journey? A Marketing Leader, Salesforce and Pardot Specialist, and Marketing Strategist, Lucy Graham, chats about the importance of having content that is relevant to your audience.   Takeaways: Focus on getting your message across in a holistic way that matches the buyer's journey. The key piece is catering to their needs and wants through content. Get leads from target accounts that are engaging with content such as webinars and digital media that have people click forward. These are warmer leads because they show a peak in interest with what you are providing. Have live speakers and engagement in your content. This will ensure that you are getting what you want across while being relevant to your audience. Be open to getting feedback and collaborating with other people. Just because things have been done the same way for so long doesn't mean new ideas won't work too. Career advice: Seek the positivity in all your opportunities.   Links: LinkedIn: linkedin.com/in/lucy-graham-1754ba8     Busted Myths: Everyone thinks that their content is what people are expecting and want. In some cases, it has become so inverted that the content is all about the company and their goals rather than the customer journey.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/M5HEIcqOiE0

Sales and Marketing alignment is essential to a customer's journey. How do we bring each department together for full brand harmony? A Marketing Leader and VP of Integrated Marketing at Enverus, Ashley Estilette, discusses how to market to sales and boost alignment.   Takeaways: Your brand needs to be representative of how your sales and product teams are talking about the company and what you offer, otherwise the customer experience becomes fragmented. Start by having your top of the funnel be your demand gen engine and focus on getting things automated. Then start going into the creative piece. The buyer's journey has changed in this digital world. Revisit the diversity of your marketing playbook and create a range of different content to be aligned with their journey. Augmented reality is a great way to create a fun experience for the customer. Remember: many customers buy based on an emotional experience. Everything you do needs to be in line with your go to market strategy. Make sure your coworkers know the company's vision and brand! Career advice: Roll up your sleeves, get in the weeds, and raise your hand for projects! Attitude is everything.   Links: LinkedIn: https://www.linkedin.com/in/ashley-estilette-msc-3a6b4320/ Enverus: https://www.enverus.com Angela Earl's Episode: https://www.hardcorpsmarketing.com/e/the-gated-content-debate-angela-earl-hard-corps-marketing-show-209/   Busted Myths: Sales should be Marketing's number one client. Marketers have to sell themselves to sales just like sales have to sell to clients, in order to build trust and bridge gaps.   Shout Out: 35:11 Eri Morita   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/h8vYOQkoQIw

There is a constant battle for control between the sales and marketing departments. How do we combat these disproportionate power distributions and hold each other accountable? A Marketing Leader, 2020 Top 10 SaaS Branding Expert, Top 19 B2B Marketer To Follow, Sales World Top 50 Keynote Speaker, CRO at VanillaSoft, Darryl Praill, shares how marketing can level the power scales with their sales counterpart and bring alignment between the two.    Takeaways: Create a service-level agreement between sales and marketing on marketing qualified leads. This helps define sales' expectation of a lead to reduce disagreement later on. Service Level Agreements help to keep both marketing and sales accountable to their agreed upon responsibilities in the lead to revenue process. Lead definitions evolve because you are learning more as you sell more, especially in new markets. It is ok to update your service level agreements that define what a qualified lead is for your organization, in order to enforce accountability. When looking at new technology, look at it from two points of view: user adoption and what your long term integrated options are. Career advice: Look at how the rest of the organization works, how you influence them, and how they influence you.   Links: LinkedIn: https://www.linkedin.com/in/darrylpraill/ Twitter: https://twitter.com/ohpinion8ted Personal Website: https://www.darrylpraill.com VanillaSoft: https://www.vanillasoft.com Past Episode: https://www.hardcorpsmarketing.com/e/chess-master-marketing-darryl-praill-hard-corps-marketing-show-78/   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/dP3e1v5Hjck

It is time to switch up your demand generation marketing! From webinars to gated content, there are unseized opportunities to personally connect with customers. A Marketing Leader, Performance-focused Digital Marketing Professional, Director of Marketing Communications at Thrasio, Sandra Rand, discusses how to drive volume through demand generation and digital marketing.   Takeaways: Get out of your comfort zone! Look at the bottom of the funnel for if your customers are converting at a place you want them to or if they are high quality leads. To connect with people there needs to be community around your content. Stop hiding behind forms! Create some serious value that is not a trade off for a lead number. Do not be afraid of opening up Q&As on webinars. Most people come with one main challenge they need guidance on. Make it a multichannel experience. When creating more content don't follow what everyone else is doing. Make it more raw and conversational in order to drive engagement and community. Career advice: Trust your gut.   Links: LinkedIn: https://www.linkedin.com/in/sandraproulxrand/ Thrasio: https://www.thras.io   Busted Myths: The Demand Gen playbook is tired! It is time to get creative and rethink how you engage with your buyers.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/INZAanhuanM

A Marketing Leader, Marketing Coach and Consultant, Fractional CMO, Speaker, Podcast Host of Your Perfect Marketing Strategy, Founder of CMOx, Casey Stanton, delves into an alternative ascent for a marketing career.   Takeaways: A Fractional CMO has the benefit of long-term contracts like a CMO. This allows for more stability in the business, stability in income, and work with the best clients. Fractional CMOs are a happy medium between marketing consulting and CMO. It gives you authority without the unnecessary noise in an organization. Becoming a Fractional CMO before a CMO will allow you to have more experience in strategy. This will make you more appealing for the promotion. Have more legs that support you. Instead of having a few high priced clients acquire multiple clients. This allows for more stability and a cushion if a client leaves. Career advice: Focus on the slow to change aspects in your life and you will have less anxiety about the future.   Links: LinkedIn: https://www.linkedin.com/in/caseystanton/ Twitter: https://twitter.com/CaseyStanton Personal Website: https://caseystanton.com CMOx: https://cmox.co   Busted Myths: You should not have to wait 17 years to ascend in your career as a marketer to become a CMO of an organization. The wait is unnecessary as the role of the CMO is the shortest lived executive role. Marketing consulting is not a stable income stream. It is tough to always have recurring revenue.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/XxQ_JV-m-mg

Personalization is all the rage in the marketing world right now. The movement towards humanizing the market creates real connections with our customers. However, are we really creating personalized experiences or is it all smoke and mirrors? A Business Leader, Entrepreneur, CEO and Founder of Alyce, Greg Segall, confronts marketers' definitions of personalization.   Takeaways: Step away from touches and impressions. Focus on having interactions by being very relevant and build up to having moments with your customers. Training and discovering the 9-5 can be done the same way a sales team creates a discovery questionnaire. Move past small talk and have a genuine bond with the customer. Get to know their 5-9. Customized swag is a great way to take information from 1:1 conversations with customers and connect on a personalized level. The movement from driving attention to driving action is upon us! When you invest in someone there needs to be a rapport built to grow real connections with customers. Look at your customer journey and pinpoint areas where human interaction is needed.   Links: LinkedIn: https://www.linkedin.com/in/gregsegall/ Twitter: https://twitter.com/gsegall Alyce: https://www.alyce.com   Busted Myths: Automation and personalization has been misconstrued. It is more harmful than good if it is clear that you are a part of a sequence. True personalization is on a 1:1 level.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/OoubKGDQeaY

A Marketing Thought Leader, LinkedIn Marketing Influencer, 4x Salesforce Certified, Sr Manager of Marketing Operations at ServiceTitan, Daniel Murray, discusses ways to up the standard of demos, LinkedIn profiles, and KPIs.   Takeaways: The buyers of today that come to your website and fill out a request form have done their research and are ready to buy. Gated content could be a barrier for that experience. Create a demo that is personalized to the company requesting it. Show them how the features will affect their metrics. This is a great way to enhance their customer experience. To grow a following on LinkedIn, have consistency, actively listen to your audience, and engage with your connections. Repurposing content is a great way to promote your content in a unique way all across different platforms. Career advice: Never stop learning about marketing!   Links: LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing/ Twitter: https://twitter.com/Dmurr68 The Marketing Millennials Podcast: https://www.listennotes.com/podcasts/the-marketing-millennials-daniel-murray-and-OzvcD9wEprt/   Busted Myths: Stop having MQLs as a KPI and start measuring on revenue and qualified pipeline. Qualified pipeline shows buyers that sales has defined someone they can sell to.    Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/2UIuDQVRwvk

In a hyper technological world, social media has become necessary for marketing strategies. Is there one best way to market on social platforms? How do we express the brand's voice without sounding sales-like? A Social Media Leader, Award Winning Digital Program Strategist, Social Media Agency of the Year, Construktion'ist at Social Construktion, Jeremy Muratore, shares his knowledge on social media strategies.   Takeaways: Where do you draw the line between self promotion, product placements and endorsements on social media? There is no one right path for all companies. Experiment and see where it takes you. While writing social media for a brand be cognisant that you are speaking from the brands perspective rather than your version of the brand's voice. Reverse engineer success by looking at what you did the previous year and where you want to be in the next year. Then think of how you can achieve that goal from there. Come up with a social media formula that delivers value to your audience while getting equal or greater value back. This is the best of both worlds for you and your customers. Constantly look for ways to do something differently. If you walk in the exact same path that someone else is walking in then you'll be getting someone else's results.   Links: LinkedIn: https://www.linkedin.com/in/jeremymuratore/ Twitter: https://twitter.com/JeremyMuratore Social Construktion: http://www.socialconstruktion.com   Busted Myths: Social media is not free. People assume it is because you do not have to pay to release your content on social media. However, the time it takes to create that content is where the money is spent. Social media strategies are not a one size fits all. Unless you are in that organization, you won't have enough information to put together the best strategy to have the best results.     Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/_C-9gskBAn8

Gated content is one of the most used ways to gather information about our audience. With the rise of other technologies to gather this information, is it still necessary to have this barrier? A Marketing Leader, Speaker, Host of the MarTalk Podcast, Top 30 Marketing Tech Experts to Watch, Founder of The High Bar Media, VP of Global Marketing at RFPIO, Angela Earl, debates whether or not content should be gated, with the Author of Marketing Automation Unleashed!   Takeaways: When tracking consumed ungated content, continue to convince the consumers to buy your product by nurturing and educating them on the platform they engaged with. “If you are going to put a barrier between our content and our audience, ask them something I can't get a hold of. And then let's use that data to be hyper-relevant or hyper-personalized.” - Angela Earl Content is meant to be engaged with and consumed. Allow your audience to continue their journey in a way that makes sense whether they are ready to buy or not.  Take a look at who has bought from you and what you know about them while starting an Ideal Customer Profile. Learn what you can and then start testing to refine. “The best software feels more like a partnership than a purchase.” - Angela Earl Career advice: Pay more attention to the people in the journey than the journey itself.   Links: LinkedIn: https://www.linkedin.com/in/angelanearl/ Twitter: https://twitter.com/J_ai_Ho RFPIO: https://www.rfpio.com/rfp-software/?utm_source=LinkedIn_company_page&utm_medium=LinkedIn&utm_campaign=rfp_software The High Bar Media: https://thehighbarmedia.com MarTalk Podcast: https://thehighbarmedia.com/podcast/listen-to-martalk-with-host-angela-earl-in-your-favorite-apps/   Busted Myths: Content does not have to be gated. In today's business, we have data points, digital footprints, and technology that lets us know when consumers are ready to buy.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/7XKQF2QMxaY

For years we have been hearing that content is king. However, what is the value of that content if it is not promoted for our audience to see and consume? A Marketing Leader, Keynote Speaker, Author of Best Selling Book Guilt-Free Motherhood, Entrepreneur, Founder and CEO of GroBizNiz, Founder and CEO of Repurpose Den, Amber Khan, delves into the power of repurposing content.   Takeaways: Most marketing companies spend the majority of their budgets on content creation, leaving a smaller amount for promotion. If you flip that around, then people can find your content! Content repurposing takes a long piece of content and creates experiential content out of it in the form of short videos, blog posts, quotes, etc. There are over 40 organic ways to repurpose! Creating a brand experience using repurposed content at each stage of the buyer's cycle can be the difference between a casual viewer and a subscriber. A book is a great way to round up highlights from all of your content in one place, along with building authority and brand. Career advice: Do not rush into things and do not let assumptions hinder your experiences.   Links: LinkedIn: linkedin.com/in/meetamberkhan Twitter: https://twitter.com/MeetAmberKhan Repurpose Den: https://repurposeden.com/prices/ GroBizNiz: https://grobizniz.com   Busted Myths: Content promotion or creating a content experience is king. Creating good content is not enough nowadays. Make the most out of it by promoting it so that people can find your content.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/Kgwjh_r5iEo