John Wall, Jocelyn Brown, Lincoln Marketing discussed on Marketing Over Coffee


Hey, everybody, the marketing over coffee playbook now vailable, you can get more info at marketing over coffee dot com slash playbook. Or just check it out over on Amazon contact me directly if you'd like to buy multiple copies for your team. And we'll have the full story for you next week. This is marketing over coffee with Christopher Penn. And John wall. Good morning. Welcome to marketing over coffee. I'm John wall. Today, we have Jocelyn Brown with us from allocates because coming to us live from Toronto one of the few cities. That's actually a little bit colder than where I am today. Surprisingly Jocelyn, thanks for joining us. Thanks so much, John. So we've talked a number of times we had your previous land stack and flow and Lincoln the show notes to that. So people that are hardcore tool maniacs can go back and check out that discussion we had previously. But the big thing that I we brought you on for and what I wanted to dig in with you bit is at allocated. You guys do a lot of stuff on tracking marketing and proving that which campaigns are working not working giving everybody a better I into how things are going. And a portion of that that we've been talking about is how it's not this direct marketing approach which has become so prevalent. Now, you this idea that every single thing you do you're gonna start today, and you better have five leads by tomorrow or it's not worth doing that. There's a lot more to it than that. We definitely want to dig into that. Let's start with Al. Katya tells more about what you guys do. And how you do it. Yeah. Absolutely. Really allocate is here to help marketers plan strategically invest with purpose and measure impact. So a lot of what we do are really helping our marketers plan together collaborate on that planning process manage their investment actively. So that you don't just kind of Shalva plan and then move on. And look back later to see what happened you're actually engaging in that all the time getting an accurate sense of your I your investment data. So that when you go to do that Arwa when you start trying to make really big decisions you have that complete and well instrumented data set to make those decisions. And I think the last time you and I saw each other. I think what really got us going was this concept of return on intense said love that you opened up with that idea that not everything is really direct marketing thing one of the things that I talk a lot about is the idea that you've got understand your results in the context for what they were supposed to do. So this idea that there's one equation that it's this are y magical equation. That's going to help everyone make their marketing perfect is kind of a little bit crazy because not every penny in marketing is spent to get that outcome. It spent to get annot come and you need to know what the point of spending that money is. But then you also need to look at the results from that efforts in the context of what you intended to do in the first place. So it's really that idea that the data set is actually a lot richer than just what would fit into an ROI equation. Yeah. And then so as far as how allocating ah works. I mean is this a layer that goes on top your existing stack? So that you can plug more into the financial side or how does it actually work? Yeah. Absolutely. It's a cloud based software a SaaS software for marketers. Typically, our customers are starting their whole marketing journey they are. So it really is creating an instrumented set of investment data. So. The middle the sort of core element of our system is money because you need money to go and do anything. And then once you've spent that you need to figure out what happened. So typically, our customers are starting ahead of their fiscal year putting their plans in all collaborating in one place, and then they're connecting to the rest of them are tech stack. So they'll start with their planning. They are go through whatever process in approvals that they need to go through. And then they'll kick things off kick them into downstream systems in downstream systems could be where you do the work where you actually get information into market, whether it's a work management system or a content marketing platform or some sort of an execution tool in marketing automation or otherwise. But then there's also a whole financial side of your marketing investment strategy. You've got to actually now get access to the money in spend it, so we're integrating with your europE or your PO systems as well. So once you guys have decided what you wanna do how you're gonna spend that investment that your company's given to you. You then need to go and do that. And you need to be able to spend the money, and then you need to be able to do the work that actually puts it into action. So it's kind of the front end of the process it integrates in kicks into the rest of your stack both your marketing stack in your finance stack. And then consumes information back from those systems, or in fact, is its own data set that you might, you know, expert input in with a whole bunch of other data sets. So it's it's sort of the front end of the process, and it's an integral part of that our li- data that really it is it primarily Samo driven. Then is that usually you're your lead prospect somebody's coming in. They just want to have better financial, or is it even can it come down from the financial side. Or does it ever come up just straight from perations? It's it's a mix. Actually, we do have some that have been coming out of finance typically, it's the most effective when it's either a chief of staff in the CMO office or somebody within the operations. Function nuts trying to tie things together. The priority. More often than not is to just get out of spreadsheets to have a place where they can trust the data. We get lots of people coming to us because they can't answer. What should be simple questions of how much have I spent what am I spending my investment on is my marketing investment aligned with my corporate goals? But sometimes we also get that sort of experience of I wanted just to be able to see everything because I run a large global organization in. It's impossible for me to really know if everybody heard the strategy the or the path and plan that I sat at the outset. There's a new kind of the chief of staff of the CMO is is a great starting place for us. And there's kind of a new breed of of marketer or marketing operations person. We're we're actually seeing people coming out of finance and moving into marketing. So there might be an F P N A role or function sitting in. Inside of the marketing team or somebody with that background coming in and helping the marketing organization because as corporations are really putting that pressure on marketing to show how it is. They're supporting the business in an if they're spending wisely, and if they're doing all the right things, and because they own so much more of the journey, and so much more responsibility for revenue we ended up seeing this kind of financial literacy being injected into the marketing organization, make you think about it marketing has the biggest discretionary spend within your organization, they tend to have they have headcount costs for sure. But then they have this massive spend that's spent in very small increments or big ones. But it's very different from how other parts of the organization spent they may not spend the most in total, but they they have the most complex spend. It's it's, you know, especially as we're getting into real personalization and strategies that are much closer to one to one. They have a such a complex. Hated set of spend. And it's it's distributed over a huge number of people like more marketers, probably control discretionary spend than any other department. So the complexity of the way they work in they spend is just so different than everybody else. Yeah. I want to dig into that too. Will then of course, now you're kickoff. What we just went through end of year where there's a lot of opportunity for people to kinda get your last chance to use it or lose it and getting real time stats on that can help things out. But before we dig into that. I just wanna take a moment to thank Lincoln marketing solutions for their support of marketing over coffee when it comes to marketing your business. It's all about reaching the right audience at the right time and connecting with them. When your message will resonate the most. So if you want to target your customers when they're engaging every day, and when they're ready to make a decision linked in can help you. When you advertise on linked in the world's largest professional network. You have the opportunity to build long term relationships with your customers relationships that often translate into high quality leads website traffic and higher brand awareness. The first step is talking to the right audience and with a community of over five hundred. Seventy five million professionals on Lincoln, you have access to a diverse group of people searching for the things they need to grow professionally Lincoln has marketing tools to help you target your customers with precision down to their job, title company name and industry, and because better targeting equals, a message your customers care about which in turn leads to more trust with your customers. In fact, four five customers who are on Lincoln decision makers at their companies. So you're building relationships that really matter and we've got a special offer just for marketing over coffee listeners to redeem a free one hundred dollar linked in ad credit and launch your first campaign just going over to Lincoln dot com slash MO. That's linked in dot com slash embassy for your free one hundred dollar ad credit. Terms and conditions apply. We talked a lot you've been telling me more about how people can you know, when you get down into the crunch like this. You're able to actually move dollars around better. When you've got this kind of visibility. Yeah. Exactly. An NBA opportunistic. If you have something come your way, be it. A time constraint like end of quarter or just a really. Great opportunity that you wanna test or try you need to be confident that you can do that that you can spend that money you need to know. What's left you need to know the timing of it? It's something get pushed in all of a sudden you have some money available. It really is about becoming agile enough. Because we now have all this data available to us. Right. So we now can have insights that just were never available for there's that Ogilvie quote. I know that half of my advertising works. I just don't know which half it's possible to know. Now, just with the amount of data we have. But once you know, that acting on it requires the, you know, where you are kind of financially you

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