Marketing
What do customers really want? And what are the best ways to reach them? Listen for the latest marketing tips, tricks, strategies, research and theories to promote a product, aired on leading talk radio shows and premium podcasts.
MarTech Podcast
A highlight from Globalization in Technology Marketing -- Dan Radu // Macro
"Message of your product and service to them at the right place and right time. But the methodology which you're going to deliver that message is going to change. There's another factor that we didn't really talk about, which is globalization. You've worked in a brand that has gone increasingly global. Talk to me about your thoughts about globalization, specifically for technology marketing. How much are we going to focus on being a worldwide technology marketer and how much do consumers care? Globalization is very important because it's happening. So a lot of marketers as companies grow, and growth is definitely one of the objectives of marketing, is to then go after global market. If you're a company that develops technology in the Bay Area, you go national and then you go global. So at one point you need to have regional offices, at one point you need to have global partners to support you. At one point you have to comply with regulations like GDPR in Europe or other parts of the world. So you mentioned a couple different factors there when we talk about globalization. One, are your customers global? And two, how are you running your global organization? Let's talk a little bit more about finding customers across borders. Do you think that's something that's going to become more common, easier? Are people going to start businesses that are still focused on one language, one country? Or is it going to be easier down the road to be able to globalize and focus on a worldwide market? One of the things that we're doing and we're trying to help companies is be a partner with digital marketing experts that speak multiple languages. They're able to work with regional marketing managers that are able to support localization of campaigns and cater the marketing message for local market. So I understand that it's something that you're trying to help brands with. Do you find that globalization is becoming more of a focus for your consumers? Or is this something that's sort of static? When a business grows, they start thinking about other businesses. Are people starting to think globally or are they expanding from one market to the next? I think we will become much more interconnected and we do have to expand globally. I think maybe some geopolitical dynamics will evolve. Possibly what used to be called BRIC countries might evolve into an even bigger market and that's going to become very important for companies to expand. And when you think about the process for globalization, is the technology helping marketers make it easier to globalize or is it the same challenge that it was 10 years ago? Some things are easier. There's more tools for a lot of the translation that it's requiring, a lot of the localization, but I think some of the business challenges are the same. It's the same regulations, lack of expertise, very hard to reach the global markets. So you've also expanded your team to be global. Talk to me about the process of finding talent outside of your borders. Well, we've always been global and we have multiple entities in the world that help us employ people, bring resources to our global marketing teams. What has helped us is a global perspective, making sure that we are accommodating everybody globally in our culture and how we work in completing different time zones, taking into account different regional holidays when people are available to work like that. All of those make a difference in your team. And when you think about finding global talent, you've done a nice job of this expanding beyond just your home in Toronto and Canada to where you're originally from in Romania and a couple other places. How have you figured out how to manage the process of finding the right talent across the world? Well, we also had our ups and downs. We also saw some bad hires or people who were not aligned with the goals. I think you have to think globally, think, have a one vision, one mission, standardize how the team operates, and also don't forget to take into account everything that's regional, so regional work requirements, things like schedules, programs. The most important thing is having everybody tied with the same goal, align the same vision of the company. And a lot of people now, they look for remote work, so they find the opportunity to work with a North American company that brings them on North American projects. Very appealing. So that's definitely a benefit for us. So talk to me a little bit about this trend that we've been seeing with globalization, but not just with finding in -house employees, but also finding talent that is around the globe, your freelancers, your contractors. How much of a trend do you think this is? Marketing departments are starting to use more outsource resources. So again, that's something new. So last time in our conversation, we talked about how marketers have to work more like IT professionals. So IT professionals have been using
Social Media Marketing Podcast
A highlight from Using Scarcity in Marketing: A Roadmap to Higher Conversions
"Welcome to the social media marketing podcast, helping you navigate the social media jungle. And now here is your host, Michael Stelzner. Hello, hello, hello. Thank you so much for joining me for the social media marketing podcast brought to you by social media examiner. I'm your host Michael Stelzner and this is the podcast for marketers and business owners who want to know what works with social media. Today I'll be joined by Mindy Weinstein and we're going to talk about how to use scarcity in your marketing. If you have interviews with Robert Cialdini and Jonah Berger, you're going to absolutely love today's episode because we dive deep into the concept of scarcity and how it will work with marketers. By the way, I'm at Stelzner on Instagram and at Mike underscore Stelzner on Twitter. If you're new to this podcast, be sure to follow this show so you don't miss any of our future content. Hey, I've got some exciting news for you, but before I share the news, I have to share a quick story with you. The year was 2021, the world was on lockdown, event venues were empty, but the social media marketing scene was absolutely a buzz. All the platforms were changing and social marketers needed help. That's when I met with my team and I said, there's no way that we're going to let a pandemic stop marketers from improving their game. So we decided to do something crazy. We kicked off an online event that was the first of its kind, but here's what made it different. Each of the live trainings that we did were two hours long and there were more than a dozen. We called it the social media marketing workshops and guess what? Everybody loved it. Fast forward to today. As you were hearing my voice, I'm excited to announce the 2023 edition of the social media marketing workshops. Why now you ask? Well, it's no secret that us marketers are finding it really difficult to get wins on the social media platforms.
Online Marketing Made Easy with Amy Porterfield
A highlight from #574: Steal My Lead Magnet Launch Checklist
"Playlist. So when you're thinking about the opt -in page where people come and they learn about your lead magnet and they give you their name and email and exchange to get that lead magnet is the offer of the lead magnet like what they're going to get. Is it clear? And another question, am I using the language my ideal customer avatar uses while speaking about either their pain points or their desires? Does my opt -in page flow strategically and deliberately? Remember, everything on that opt -in page that's talking about your lead magnet and getting the name and email should be there for a reason. No fluff. I'm Amy Porterfield, ex -corporate girl turned CEO of a multi seven figure business. But it wasn't all that long ago that I lacked the confidence, the budget and the time to focus on growing my small but mighty business. Fast forward past many failed attempts and lessons learned and you'll see the business I have today. One that changes lives and gives me more freedom than I ever thought possible. One that used to only exist as a daydream. I created the online marketing made easy podcast to give you simple, actionable, step by step strategies to help you do the same. If you're an ambitious entrepreneur or one in the making who's looking to create a business that makes an impact and a life you love, you're in the right place, friend.
MarTech Podcast
A highlight from The Future of the Marketing Profession -- Dan Radu // Macro
"Good to be here, Ben. Thanks for having me. Excited to have you here. Excited to talk a little bit about B2B marketing, and let's break out our crystal balls here. We're going to talk about the future. So you've just hit your 10 -year anniversary running a B2B marketing agency. You're now a global marketing agency. I'm sure that you've seen some things and learned a little bit about how marketing works. Talk to me about what you've seen over the last 10 years, and what does that make you think is going to happen for marketers in the future? Well, in the last 10 years, I've been right. I think 10, 15 years, it's sort of like eons ago in digital. When I started, things like marketing automations were pretty new, a new concept. The word Martech was barely being coined at that time. And there were just not enough people around making sense of all this. And now there's more, like, for example, just a little anecdote. I had a job in my first job in demand generation consulting. My manager was doing a CRM project, and even know the difference between contacts and accounts. And they were running a demand generation CRM project. That's how it was 11, 12 years ago. Now, these are basic skills for anybody who wants to get into digital. It's kind of funny thinking back. 10 years doesn't sound like a long time ago. Obviously, technology moves quicker than, I don't know, let's call it real life. But 10 years ago, Facebook's ad platform was just sort of coming out on the commercial side. Becoming one of the dominant players. We really didn't focus on digital advertising. It wasn't the primary consumer of marketing budgets. Obviously, digital and our advertising and our ability to do real -time bidding and having programmatic engines, that's all developed over the last 10 years. So when you think about where we stand today, how do you describe where marketing is today as opposed to where it was when you first started? Marketing is much more broad today. Marketing knowing involves not only strategy, but a lot of tactics based on what the technology enables you to do. Marketing means a lot of tech skills as well for people who come into the professions, and they do entry -level job, operational or specialist roles. Marketing is as more security now. So a lot of more focus has to be put on the revenue generation, a lot of marketing leaders. They both oversee sales and marketing just so they can manage the streamline process. And sometimes I consider marketing as an extension of the sales because it's there to support the sales to generate the leads, that's the type of thinking. Yeah, it's interesting. I think of the rise of the CRO and sort of the departure of the CMO. We've seen a lot of brands, as you mentioned, kind of merge marketing and sales together, also customer success and focus on revenue. We've seen a channel shift. We've gone much more digital and been focused more on marketing analytics and thinking that things are always going to be attributable. If a marketing channel is effective, it will show some sort of revenue signal, or at least that's how it's been for the last 10 years. Talk to me about what the impact of some of the privacy changes and the data restrictions have meant to you, and how do you think that's going to shape the future of marketing? Privacy becomes more and more important. The more data that's available, the more privacy becomes important. I think in North America, privacy is a virtue, and it's something that people really cherish. It's a value that people have in other countries. Maybe it's a little bit less, but it starts to be increasingly more important and relevant for others. There's like just to prove ROI, some of the challenges we see is that you just can bring all these data points together. In the end, you want people to have all the touch points that need to close one deal if you can have all the data together.
MarTech Podcast
A highlight from Are Your Leads Humans or Bots? -- Alex Makarski // Clickmakers.io
"All right, here's the second part of my conversation with Alex Markarski, the founder of Clickmakers .io. Alex, welcome back to the MarTech podcast. Thank you, Benjamin. Excited to have you back on the show and continue our conversation. Yesterday, we talked about he who has the most data wins, but my feeling is it's not really the most data. It's he or she who can feed the most data back into an algorithm so you get this sort of holistic loop. I've got data, here's who I want to target. Okay, now that I've run my ads, here is a signal that the machine learning algorithms can ingest to understand which ads actually converted. Now, there's another key component that you brought up yesterday. Getting a conversion is great, but getting a conversion that's not actually a real person is actually harmful for your business. So how can marketers understand if the leads that they're getting are actually humans or if they're bots? I agree with you 100 % that it is about fitting the data back to the algo. It is about training the network. It's not just about having the data, but also knowing what to do with that data. And that knowing what to do with that data comes from understanding your customer and understanding the customer journey. So you asked me about how to tell a fake lead versus a real lead. So generally, there are two types of companies out there. Those that drive revenue as the first conversion, like let's call them e -commerce companies, and those that don't have a chance of closing the customer immediately. There's a sales process, so they have to generate the lead. They have to collect the contact info of this person with the hope of closing that transaction later on. So e -commerce companies are subject to this issue to a lesser degree, specifically because bots are not very good at having credit cards yet and probably won't be for a foreseeable future. So if you have a revenue event very close to the click, that's a litmus test. That's pretty easy to tell a bot from a real human. But if you're collecting leads, then you are inviting traffic fraud. And traffic fraud is not necessarily bots. So there's bots and then there's click farms, which are real humans clicking on things. In some cases, your competition can be clicking on your ads just to mess up your stats or just to drive you out of the market. So the question is, when you start getting those leads, how do you tell who's who and how do you evaluate the stuff? There's no one easy solution for everyone. It's very business specific. Like I said, it's all about knowing your customer. So as those leads come in, you need to build a process by which you are able to tell with some level of confidence. Again, this could be a probabilistic type of approach rather than deterministic. It's not going to be thumbs up, thumbs down. It could be, well, this lead has a value of 500 bucks and this lead has a value of only $5 maybe. But what a lot of companies do instead, they say, well, each lead is worth, like basically we need 10 leads to get $1 ,000 transactions. So each lead is worth 100 bucks. So every conversion we get, we're going to fire conversion pixel or send a conversion event through the server side tracking and we're going to report back $100 of value back to the network. And that is the biggest mistake that I see out there. If you do something like this, you are inviting trouble. You're basically mistraining the network to choose the path of least resistance and look for the easiest targets. It's like having a new puppy in a house and training him to poop outside versus making a pile on the carpet in the middle of your living room. Maybe I'm not connecting the dots here. I understand the puppy training. How does that help you understand who the bots are? You don't necessarily need to understand who the bots are. You just want to make sure you don't give Google or Facebook or Taboola or whatever you're running on. You don't give them a doggy treat when they make a pile on the carpet, when they give you a crappy lead. When that lead comes in, you need to use either a human verification process or maybe you delay your conversion firing until a human operator has a chance to verify that this lead is valid and only then do you fire a conversion event. That's method number one. Method number two, you build a set of heuristics. Like you were if this, then that rules that you program into your conversion process and if the lead is valid based on those rules, then you fire a conversion event.
AdExchanger Talks
A highlight from Innovation Is The Only Rational Response To The End Of Third-Party Cookies
"You're listening to AdExchanger Talks, this is Allison Schiff, and my guest this week is Wendy Dunlap, EVP of Business Intelligence and Audience Science at MediaHub Worldwide, which is an IPG agency. We're going to cover a lot of ground in this episode from the trend towards performance -based planning to artificial intelligence to dealing with signal loss, of course, to data ethics and the concept of conscious marketing. And so, without further ado, let's kick off this episode. Although, fun fact for those who are interested, the word ado, from the phrase without further ado, apparently dates back as far as the 1300s, but was more commonly used during the Tudor era as a word for complications or fuss. There's something a little meta, not the company, the actual word meta, about causing ado by explaining ado. So anyway, let's talk to Wendy. Wendy, welcome to the podcast. Thank you for having me, Allison. to start out with an icebreaker. I have been asking people to share one thing about themselves that not a lot of other people already know, but I'm mixing it up a little bit. So, I'm going to ask you what you would be doing for your job if you weren't working in the advertising world? What would you be doing? Maybe like even a girlhood dream. Yeah, I love that question. I actually have a journalism background, and I worked as a journalist, a paid journalist, in high school covering news stories for major newspapers. So, I had my first byline at 15 years old. When I got out of college, I had an offer from the Associated Press. I was a film major. I wanted to be a documentary filmmaker. So, I think that if I had not started working in advertising, I would definitely be somewhere in broadcast journalism, likely producing documentary films, because that was a passion for many, many years. I'm sorry, Wendy. You got paid for journalism when you were 15 years old? I did, yeah. I would cover local news stories, local board of education meetings, or political rallies, or cultural celebrations, and I would sell them to local newspapers, and I would get like $50 to $75 an article. Stop. Are you kidding? I did that for free for years, and then when I finally started getting paid, it was, I don't know, $35 an article. Oh, wow. Yeah, I mean, I was always a pretty talented writer growing up. I was always the student that won all the essay contests, and I also did creative writing. But yeah, journalism was kind of one of my high school jobs. It helped me get into really good colleges, but I realized I did not want to be a journalist. I still love watching documentary films, but I think I kind of have a different path, and that brought me to you today. What was one of your first stories, or your first story, do you remember that you wrote? I do.
Online Marketing Made Easy with Amy Porterfield
A highlight from #573: Whats Your Weakness? (Hint: Its Probably Not What You Think)
"Listen, I've talked about my book launch and behind the scenes a lot on the podcast over the last few months. And the reason for that is that I was telling my friend Jasmine star, I grew during this whole experience. I became what I hope is a better entrepreneur, but just a better person. I had to really work on my mindset. More so than I've had to do in the past. And I hope that I've gotten a lot of growth, but it came with a lot of disappointment, my disappointment made me examine some things about myself and my expectations and my limiting beliefs and I had to either choose to grow from it or use it as a major setback and I wasn't going to allow that. So there's been a lot of personal growth and entrepreneurial growth through this book launch but it's because of some heartache and some challenges along the way. And that's sometimes how we grow, right? So I want to talk about that. I was having a conversation with my coach Michael Hyatt, and I was telling him that I've had some disappointments along the way with this book launch. So now that it's all over, I feel that I could share some of this. I think I set some expectations about some companies or some people that would promote my book that they didn't, whether it was bad timing for them or the book wasn't a good fit, or whatever their reasonings were, which are totally acceptable, right? Whatever the reason is, no one has to promote for me. But I set expectations that they would. And I was disappointed. And then just some doors were closed that I thought would be open during this book launch. And then I didn't get the morning show that I wanted. I wanted to be on The Today Show or Good Morning America. I thought with a book like two weeks notice very, very timely about what's going on in the world and all the layoffs and people deciding they don't want the jobs that they have. I thought this is going to be a perfect topic and you've heard me say it probably a million times if you've been in my world for a while. I grew up watching Today Show. So I really thought that this was my opportunity. If I was ever going to get it, it was going to get I was going to get it now. Again, I said expectations that weren't my reality. And so there were some tears. I hate to admit it, but I launched for a good 5 months. And so there were lots of ups and downs. Not to mention, this was all very new to me. So I was just uncomfortable, a lot of the time. So I had a coaching call with Michael, and I told him that I was feeling very sensitive and fragile. And the first thing he told me was, first of all, you are strong and you are sensitive and that is your superpower. He said the two can coexist to make you the person that you are. Now, when he said that, of course, I cried, right? So I hate crying on coaching calls, but I just am feeling all the emotions. So he said, I said, Michael, I feel so sensitive and I feel so fragile and I was really beating myself up because I wanted these doors to be open and they were closed. I wanted the ding morning show and I just felt like I had set these expectations for myself and they didn't come true and so I was disappointed in myself and then I was sensitive about maybe some people that didn't feel like my book was a good fit, not promoting for me and I felt sensitive about that. I felt hurt. I hate to admit all of this to you. I don't want to talk about this. Nor do I want to admit it, but I think it's my responsibility to share the good bad and ugly. I can't only share my highlight reel with you because that's not fair to you. That's not a great representation of entrepreneurship. So my feelings were hurt. I felt sensitive. And so when I told them Michael, I felt very sensitive and fragile, that's when he said, first of all, you are strong and you are sensitive and that is your superpower. Now, the thing is, since I've been really, really young, I have been sensitive. And I've always looked at that quality as something negative. I think it makes me weak. It's hard for me in certain situations not to cry and that embarrasses me. And I wear my feelings on my sleeve. If you are a friend or a family member in something has hurt me or bothered me or I'm upset or worried, you will know the instant that you talk to me. I can't hide any of that. And I wish so bad I could, but I can't. But when I heard Michael frame it that way, it didn't sound like it was such a bad thing. It was like, I'm sensitive, but that means I can be incredibly compassionate with my students. And that is true. I feel very compassionate toward my students. I'm sensitive, so I can empathize with them when they feel left out because I have felt left out before. Or I'm sensitive, so I know when my students are feeling like they're not good enough, I can address it. I can pick up on it quickly because I've seen it in me. My sensitivity allows me to be a better trainer and educator for my students, especially those that are just starting out. Some people will always say to me, Amy, why do you focus so much on the people that are just getting started with entrepreneurship? And I think I have a special place in my heart for them because I know all the pitfalls, all the mental challenges, all the fears that come up. I'm very sensitive to all of that because I have lived it.
MarTech Podcast
A highlight from Whoever Has the Most Data Wins -- Alex Makarski // Clickmakers.io
"Markowski, the founder of click makers IO. Alex, welcome to the mar tech podcast. Thank you measurement. Thank you for having me. Looking forward to it. Excited to have you on the podcast. You know, you have been around, seen a thing or two, worked with a couple of incredible companies I've got a few miles on me. You look young, you look ready to keep rolling. I drive a 1994 Ford explorer with a 194,000 miles on it. You look better than my car. I don't know if that's a compliment. It's not saying much, but you look great. You've definitely had some wonderful experience. We're off to a fiery start here. Let's cut to the chase a little bit. You've got this theory that whoever has the most data wins. I generally think that it's whoever understands their customer the best tends to perform the best and then they're able to collect the most data. Why is the world data driven to you? Well, here's what happened in the last 15 years, let's just say maybe ten, 12, 15 years depending on where you put the line in the sand. On the timeline. But digital media buys have been the working with machine learning type algorithms for very long time. Everyone's going Gaga over Chad GPT right now and also I told popping up everywhere. But digital marketers have been working with daydream machines for a very long time. Maybe without understanding very well the mechanics of them, maybe not quite understanding what they had in their hands and what they had to work with and fighting the machines and resisting them or pushing back. But we need to understand that in the digital media buying, we gave up the most important job that we had in the early days, which is setting the bid value, like figuring out which auctions to enter, and how much to bid on each auction. Like this job has been delegated to the machine a very long time ago. And machines are getting better and better at this. And the machine can only be as good as the data that you can train it on. So essentially, think of it this way, every impression of an ad that takes milliseconds to every web page that's loading on your phone or your computer screen. There's an ad placement. And as this page is loading has this add is trying to show up there. The machine is running real-time auction behind the scenes. So there's a bunch of advertisers bidding for the spot. Now there's no human behind the scenes, twisting the knobs, trying to figure out which auction they're going to enter in how much they're going to pay. That job is done by the machine in real time. So we, as media buys, our job is that we have to come have data mechanics, have media buyers, because we need to feed the clean data back to the machine, create this feedback loop, train it. It's called reinforcement learning, machine learning. But basically it's like training the dog. It's very similar. Think of it. The data feedback, those are doggy treats. The machine does something you want the machine to do again. You reward it. You send this conversion signal back. You don't want it to do it again. You don't give it the cookie, you don't give it the doggy treat. That's why in the long term, the cooler it has better data is going to win, because they have the ability to train the machine better. No, I mean I get you in the sense that real-time bidding is a technology that's been developed over the last ten, 15 years. I remember I worked at eBay in the mid 2000s, and they were building out a real-time bidding engine that integrated directly into like AOL's ad network, right? And to figure out what advertising placement they were going to bid on to try to drive someone to their site that then hopefully entered in an eBay auction and gave revenue to the company. And this seemed like it was a huge innovation at the time, and now it seems like table stakes. Whenever you're buying media, unless you're directly buying through a specific advertiser, you're going through a real-time bidding engine. You're saying what you want to spend and letting the algorithm figure out how to allocate your budget. And to me, that means that the world is not data driven, that it's the companies since we are not actually using the data. It's the companies that have a better understanding of what the conversion signal and what positive ROI actually is are going to win. Do you know who your customer is and then can you identify when the real-time bidding is actually happening to drive the revenue so you know to give the cookie or the dog treat back to the metaphorical dog or the AI driven machine. Am I wrong? Am I right here? Is it about customers? It's about data volume. Tell me your thoughts. It's about all of those things. You absolutely correct that it's about them the standing psychology of the customer. They journey. You go back to the days when real diabetes was introduced and how crude and very rough it was back in the day. Now the ad network has access to literally thousands of signals inside every auction. So the same person seemed demographic, same me sitting at my desk in front of a computer represents different auction different value to advertise it on the same me at the 7 11 standing in line waiting to pay for my gas and pulling up something like a news article on my phone. That's what machines have been able to adjust to. So I agree with you that it's all about understanding customer and what represent the conversion, but also it's about understanding who is a good customer who is not such a good customer. As an agency that spends other people's money online, the most common mistake I see is that people still are stuck in the mentality of 90 ages 1990s advertising where a lot of advertising would go to channels like me or radio TV. We're delivering the same ad impressions. So to speak, what
Purposeful Social Selling
A highlight from 164. Frustration Tolerance
"I'm your host, Kristen boss. As a bestselling author and performance coach, I'm on a mission to share about sustainable and purposeful approaches to both business and life. Each week I bring relevant topics that I believe are necessary to create a life of purpose, significance, and meaning. Entrepreneurship is about so much more than growing your bottom line. It's about who you are becoming in the process and building a life that is truly extraordinary. Entrepreneurship is really just the beginning. Hey bosses, welcome to another episode of the show. This week, we're gonna talk about something that rocked me to my core that I know is probably gonna feel like a gut punch to you. So one of the things I've been doing recently is, I think three weeks ago, maybe it was actually, we gotta rewind a little bit. It's probably three and a half, four months ago, where I reached out to a colleague of mine who's in the mastermind I'm in and he is an amazing, amazing and fitness has a very well built fitness brand. And kind of does elite coaching is what I'm going to say. And so I'm Friends with his wife, and I finally just decided to reach out. I was like, hey, you know, I'm thinking about maybe trying your coaching, I don't know. And he was like, hey, send me your stats. I was like, I don't want to. But sent in my stats and he's like, all right, tell me where you want to go. I told him, and then he sent me this loom video. And there's a lesson even in this and how he did the process. So I told him like, hey, I think I'm interested. See this as somebody reaching out to you, saying like, hey, I think I might be interested in joining your team, your product. So what he did was he took the time to create a loom video just for me, which a loom video is just like a recording of your computer screen. It's like a video presentation that you can send to somebody. So he had built like a graph, a char, it was just like, hey, Kristen, you know, I'm just going to walk you through your journey, use the testimonial like, hey, here's somebody who was in your exact shoes. Here's the results they got with this program. Here's how I would start you. Here's what to expect. It was about a 15 minute video where he really took the time to educate me about what I could expect. What the experience would be like and he's like, just let me know when you're interested. But he was also willing to push me away if it wasn't the right time. So one of the things he said, he's like, Kristen, what I can tell you is that you have to have desire for change. I can't do that for you. You have to want this. And if you don't want this, it's not gonna work. And so just a, there's like even a lesson in that. I showed interest, but he showed up with service. He was not needy for me to say yes, and he was also willing to say like, if you're not ready, now is not the time. And what was great is in that moment, I knew that I wasn't ready. I was like, I'm not, I'm not ready to go all in and take myself seriously and take that level of ownership. And it was actually kind of a good moment for me to admit that to myself and be like, okay, well, you know, if I want to get fit and do these things and get in shape, then I have to take responsibility and ownership for my current results. And if I want to change this, it's going to take serious effort. I'm going to have to take radical responsibility and I know what this might look like and I just had a moment with myself and I said, am I ready to do that right now? Do I want to do that right now? Do I have the desire to do that right now? And the answer was no. But just a few months later, I finally was there. I was like, all right, I'm ready. And I decided to work with my buddy in his company because how he approaches fitness is very much how I approach business, like he's a tough coach. I was like, I need somebody to kick my butt. Not to shame me, but I need somebody to not call me on my BS, to not let me negotiate with myself. And so I he's like, Kristen, I'm putting with you with my best trainer in my company. So I have my trainer, his name's Ben, and you'll probably be hearing more about Ben as I go through the podcast episode. And he's probably like, what, talking about me on her podcast. But inter Ben and Ben and I have a chat, and wouldn't you know that Ben is nothing but throwing my own coaching at my face. He doesn't know this. He doesn't know who I coach, how I coach, but he's just like talking about consistency and compounding results and playing the long game. I'm like, excuse me, how dare you sir? How dare you throw all of my methodologies back at me, but it was great. And he's like, you know, we're going to have to build your patients with these things and, you know, there has been so many lessons already for me. And I will just tell you I've had so many kind of eye opening moments. So I had and so many of you will realize that you have similar stories that I did.
MarTech Podcast
A highlight from Calculating CAC -- Paul Orlando // USC
"The second part of my conversation with Paul Orlando, the incubator director and adjunct professor at the University of Southern California. Paul, welcome back to the martek podcast. Thanks, Ben. Great to be here two days in a row. Good to have you back on the show. You know, yesterday we started off the show before we got to talking about your LTV by talking about my never ending fandom for the University of California football. Here it is again. Did I mention kalbi USC and football this year? You might have said something about that, yeah. Okay. I don't know if it came up in conversation or not. Well, it happened. I was there and it's probably not going to happen for 25 years. So I'm going to gloat on a podcast about marketing about it. Anyway, let's talk about calculating costs for acquisition or customer acquisition costs, also known as kak. This is related to LTV. LTV as a component where you're figuring out what your costs are, figure out the value, you got to subtract them. And so you have to understand how much it costs. This is a marketing exercise, isn't it? That's right. There's a number of ways you can do this. I'm going to maybe talk about what I call the unhelpful way of calculating cac before talking about a little more of a helpful way of calculating cac. So often when I'm talking to startups, say, or at least early stage companies and they're thinking about customer acquisition costs, they'll say something like this. Well, last month, we spent this much on customer acquisition. We signed up this many paid customers. And so we're just dividing how much we spent by the number of customers that signed up. I spent a $100,000 on Facebook ads and I got a 100,000 clicks and 10,000 customers, so my cost per acquisition is $10. Exactly. And if you're using something like Facebook, this makes it a little easier. You can track this a little more elegantly, but a problem that can arise is if you are not really associating the spend with the actual customers that came in from that spend, their old marketing joke that, I mean, this is probably your favorite joke Ben of I know half of my ad budget is wasted. I just don't know what half you might have come up with that joke or something. My favorite joke is the score of the cow USD game was. Anyway, I'll go on. So that's the issue, right? If we are not really associating the spend with those actual customers that spend, I'd like to calculate customer acquisition cost on a per customer basis. So I think of it like this. I think of the parts being the cost it takes me to get somebody in the door. And I call it in the door because this could literally be in the door of your shop, or it could be in the door of your website. So cost to get them in the door, and then divide it by the percent that then go on and convert to become a paid customer. So if we do that, it's a little easier to then segment that by, say, the channel of acquisition, was it Facebook ads? Was it social media? Was it word of mouth? Was it email marketing and on and on? And then I can also see which side should I be trying to improve? Maybe it seems really cheap to get somebody in the door. But once they are there, I'm hardly converting anybody. So maybe there's something about that content that they see or the site that they land on that is just not set up to talk about the value that they could potentially get. I feel like there's all sorts of ways to mess with your cost per acquisition. I use the example of, hey, we bought Facebook ads and customers showed up great. That's an example.
MarTech Podcast
A highlight from Calculating LTV -- Paul Orlando // USC
"All right, here's the first part of my conversation with Paul Orlando, the incubator director and adjunct professor at the University of Southern California. Paul, welcome to the mar tech podcast. Thanks, Ben. Good to be here. Excited to have you on the show, and I have to apologize off the bat right now. Oh no. Are you ready to hear why? Go for it. I grew up in Northern California. I went to Boston University, which is 3149 miles away from where I was born in Boston University doesn't have a football team. So I have been cursed with a lifelong fanship of the University of California football team, and I have to say, I'm sorry, because every time you say USC or I say USC, I'm just a half to poo and it has nothing to do with the academic university, but I grew up with a passionate dislike for your football team. Since I was born, I've been brainwashed, and if it comes out now, I'm sorry, but the good news, do you want the good news, Paul? I don't know how we're possibly going to recover from this. I'm in a good mood. You know why? Cal beat USC for like the first time ever that I've seen it live at home in California memorial stadium. So I don't really have any hard well right now. Next year you get a new football coach, you're going to kick the crap out of us. It's all downhill from here. How much of a football fan are you? I will sum it up like this. I have been to one tailgate. Never actually made it to a game, but this tailgate kind of count for something. It sounds like you had a good time if you didn't make it into the game. Yeah. In fact, it was the most intense thing I've ever seen. Like a 100,000 people, plus I was at the time carrying a couple small children, so it was even more fun. It's hard to carry a beer when you have a kid in each arm. But yeah, I haven't actually gotten out to a game yet, but it's probably because I've only been there 6 or 7 years, yeah. Well, that's probably good news for the people that are listening to this podcast that want to hear about marketing instead of counting things in 7 and threes. We're going to be going with ones and zeros, most likely. Now, Paul, you're an expert you're the director in computer director and adjunct professor. Are you the address Professor of marketing a USC? It's entrepreneurship. Entrepreneurship. Okay. So I've had a couple of stints in entrepreneurship, including running the media business that were running now. We're rebounding it to be called I hear everything, but one of the things that is always a highly sought after number is trying to understand when you're building a business, how much are your customers worth? This is obviously something that's top of mind and probably something you teach. Talk to me about calculating LTV. What's the secret sauce here? Well, this is where it sounds like a very simple concept. And yet once you start to dig in, you discover there's lots of layers to this. So I'll break it down like this. First of all, what are we really mean by lifetime value? There's a few pieces of this. You have your price per unit sold. Whatever it is that you are selling. You have the cost of actually producing that thing. We could be talking physical product. We could be talking software. And then you have some metric around repeat purchases. So I was just a subscription business where people come back every month and you're just automatically building them. Is this a one off sale all variations? Those three elements work together. And I always like to ask that exact question of other startups, other businesses. What's your LTV? And if they tell me a single number, I know that they probably haven't thought that deeply about this yet. The reason is you could separate your LTV out in a number of ways. You could do this by customer segment by channel to which you reach your customers by cohort and it's really in understanding those. So you don't really want an average. You want to try to get a little more granular. And then what I call understanding LTV as a river is like a sequence of flows rather than a single static number. So instead of a $100, it might be, I'm getting $5 a month for 20 months, typically. It's a little bit of a misleading metric based on name, customer lifetime value because it assumes that you know the duration of a customer lifetime. And I worked at a startup called rents, which is a dry cleaning and laundry delivery service, and we were trying to balance cac versus LTV. I was there while we were going through the a round fundraising process, and that was one of the metrics or two of the metrics we really need to focus on. And it was hard because every customer's life is a little different. So do you take a cohort of customers and average out their lives? Well, some of them are still buying. That influences those are your stickiest best customers. Maybe they have a ten year duration, you're looking at a one year window. It was a nearly impossible thing to calculate, not only because value operational costs, but also duration. So you mentioned that there's a couple of different flavors of LTV, and it is not a discrete number, but when you're doing things like your LTV versus cat calculations, which is something that the venture capital community often looks at, you have to come up with some singular number, so is there a rule of thumb based on business model type industries, walk me through some of the little nuances on a pricing model basis?
MarTech Podcast
A highlight from Integrating Direct Mail Into Marketing -- Rick Elmore // Simply Noted
"All right, here's the last part of my conversation with Rick elmore, the CEO of simply noted. Rick, welcome back to the mar tech podcast. Excited to be here. Excited to have you back on the show. You know, we've covered a lot of ground talking about how you and simply noted are creating this platform where people can build handwriting samples, use your artificial intelligence and send personalized automated messages through, I don't know, this novel concept of a mailbox, unbelievable. You don't actually get it in your inbox, you have to go out to the mail and get a physical letter and open it and read it and people are actually using pens to write it. I know this is a novel concept. So walk me through the process of integrating direct mail into your marketing efforts. What are the triggers? What do you send? What are the costs? How does it work? Our platform is as flexible as it can be. We have all of our clients who automate users in different ways. But really, some of the easiest ways to use us is onboarding new clients. Just saying thank you. You know, it's today's day and age. There's just a competitor for every service. It doesn't matter if you're a medical company, a dental office, a real estate agent. There's just so many options. So building that relationship with your client is just incredibly important. I've built my business over the last four years and our first clients were just incredibly important to the success of our business. And if it wasn't for them, our business wouldn't be where it is today. So taking care of your clients, maintaining that relationship, showing them that you care about them is incredibly important in today's day and age. And we think a handwritten note is a great way to do that. I understand the notion of handwritten notes and important way to say thank you. And it feels like it's personalized. It feels like it's from the heart you're sitting down in theory with a pen and a paper and thinking about what you want to write. And for guys like me, you're really putting it on the line because my grammatical accuracy is one of the main reasons why I am a podcaster. I can't spell the punctuation in the wrong places. Let's just say the spoken word is my strong suit not the written word. And so when I sat down to write a letter, I really got to mean it and I got to pay attention 'cause I'm probably rewriting it three or four times. But there's cost associated with this outside of just embarrassing yourself by spelling something the wrong way. Talk to me about the triggers of saying thank you. You got to send mail, so there's a stamp. When you're doing this at low levels or at scale, how do the costs associated with sending direct mail change? I want to touch on what you just said, staying grammatically correct or staying consistent. We actually worked with the nonprofit recently. We actually thought we were going to work with them about a year ago and they decided to have all their volunteers do it. And they actually had mail bounce back and they had volunteers misspelling words. Talk about costs. Your reputation is a huge cost, especially when you're reaching out and trying to get donations from prospective people. That's why I'm not a blogger. Yeah. And imagine you're having somebody handwritten note for you. And they're not caring about the punctuation, the grammar, the cleanliness of the notes. It just looks unprofessional. So we actually had a win back of a client who gave us the opportunity because they now saw the value, even though they had to pay a little bit upfront. They knew it was going to be consistent. They knew it was going to be nice. They knew it was going to be done on time. But I think your reputation has a cost. But yeah, there's a cost to our service. It starts at $2 and 67 cents before postage. So three 25 shift. I don't even think you can go to the grocery store and get a thank you card for $3 and 25 cents. But it's just like any business, the more that you send the less you pay, it can become extremely affordable depending on how user service. All right, so you're a couple of bucks per message. One of the things that doesn't go down is when you're buying postage at scale, right? Yeah. Unfortunately, I don't even know what a stamp cost these days. We bought a pack of a thousand forever stamps back in the day, and we're never making our way through it. What is postage actually cost right now? So forever stamp is 58 cents. There's international. There's nonprofit. There's marketing mail. That's another whole side of this business. You know, the post office is a mega monster in itself. We use real forever stamps. We don't do any gimmicky printed stamps. We try to make it look like you guys sat down and did it. We don't put the marketing logos, any of our branding on it. It's all real, real forever stands real handwritten. You mentioned yesterday when we were talking that there's different things that different businesses can include with their handwritten note. If you're moving away from, hey, I want the $3 and 25 cent, I'm gonna send an envelope with a letter in it to, hey, here's a token of my affection. Here's a way for me to say thank you. What are some of the creative ways that people have added other ways to say thank you into their messages? The most common thing that we get now is just gift cards. We actually added that option within our API and our automation platforms for people to be able to automate the handwritten note and a gift card. We believe the handwritten note is the gift, but adding something like that just shows even more personalization. There are some companies out there that do like a dinky card printed service and they'll actually print the gift card on the top flap, which it just looks like you use a service. We actually use real Starbucks gift cards, real Visa gift cards. We actually got banned from Amazon from buying Starbucks CF cards, because we were buying so many, like they literally put our account on hold, it was pretty funny. But yeah, just in gift cards, it's very simple, you know, a lot of companies out there business cards, liars to announcements
MarTech Podcast
A highlight from Handwriting AI -- Rick Elmore // Simply Noted
"Rick, welcome back to the mar tech podcast. You're driving me back. I appreciate it. Excited to continue our conversation. Yesterday we talked about this notion of automating personalization, which seems a little bit like an oxymoron, right? You're creating a personalized piece of content, but you're using machines to do it. And we've got all this rich data through our CRMs and there's multiple different platforms and channels and mediums which you can deliver personal messages or something that seems like personal, but they don't feel personal. Except for simply noted, you've got this technology that takes the nuance of someone's actual handwriting and allows them to create a message with just makes it feel like it's coming from the heart. So talk to me a little bit about the underlying technology. How are you able to take someone's handwriting and allow them to make a message that seems like it's actually coming from the right person? That's a great question. I could talk about this for weeks because it's an insanely complicated process and something we've been working on for years. But really, it starts with a handwriting software handwriting engine and then a handwriting robots. Back in 2017 when I was really developing this company, we started with the pen plotters. And there's this little tiny writing robots that engineers used to use back in the day. But we quickly found out that these just weren't good enough and they weren't going to allow us to scale the company and run our company the way that we wanted. So we quickly went into a very long research and developed a period for the past three years. But what we've developed is a gantry and leads group based writing robot with an automatic paper feed with our own proprietary handwriting engine that allows us to mimic and write real handwriting. I mean, every nuance of the way of person rights, our machines actually do a better. And anybody can do it, we can create any font, and our handwriting robots are completely proprietary patent pending and we're really excited about the technology. You use some big words that I need definitions on pantry was one of them. Yeah. What does that mean? So if you've seen like a 3D printer, the gantry is just the mechanism that runs over the platform that allows the writing mechanism to run back and forth. Unlike a 3D printer, the base moves and that's what allows the 3D printer to build whatever product it's doing. But with ours, the hand moves. Yeah, well, the base and the hand moves. On ours, we have four lead screws that allow the writing mechanism to move all over the platform in the platform space stationary. This is a very complicated product and we try to make it even though it's as easy as possible to use, but there's a ton of technology behind it. And one of the most complicated things to solve is a paper feed. I knew that it was going to be hard, but getting paper to move just 6 inches reliably and consistently is much bigger feet than it sounds. If your handwriting is going off the page, your automated personalized message is going to make you seem like you were drunk when you were writing it. And getting it to move 6 inches and hit that same zero zero endpoint every single time reliably over and over and over for days on end. It was a big feat to do, but yeah, there's a lot of technology behind this, even though these are robotic handwritten notes, I believe it's better than a person writing it because a person after writing one or two cards or handwriting is going to get very sloppy for marketers, continuing a message, making sure that it stays consistent throughout the organization, tracking it within a CRM, plugging in variables, imagine somebody trying to write a hundred custom personalized messages and one day it just can't happen. And our technology allows people to do that. The mechanics are interesting. I'm actually a little bit more interested in some of the software that makes the handwriting look like it's from the same person. I've got below average looking handwriting, but maybe somebody that I am sending letters to on a regular basis would recognize what's written from me as opposed to what's automated. And I've gotten some of these from real estate agent letters that look like they're printed. They're not actually written with pen. They're on a printer and it's a handwritten font. How do you actually make handwriting or take a handwriting sample from someone and then figure out how to put that together so it looks like it's from them. Yeah, well, first thing we aren't a laser printed font company, the biggest way to tell the difference is to just take your finger, lick it and smudge the ink, these laser printed companies, the ink won't smear on ours it does. The ways that we convert handwriting, say, if we wanted to take your handwriting and create your own handwriting style, you're going to write out all your letters, your numbers, all your punctuation symbols, and then we're going to have you write some silly sentences so we can find your ligature styles. Literature styles are the ways that two T's connect to each other. If you have any unique handwriting nuances, like for me, the way T connects to an age is very unique to me. And we find all those ligature combinations and program and into
Social Media Marketing Podcast
A highlight from YouTube Ad Targeting: How to Maximize Your Results
"With YouTube ads. Ben, welcome to the show. How are you doing today? Yeah, excellent. Thank you, mark for having me. I'm so excited to be here and look forward to obviously trying to deliver some barrier to everyone listening today. Well, I'm super excited you're here. Today, Ben and I are going to explore YouTube ad targeting. But before we go there, Ben, I want to hear your story. Start wherever you want to start, how the heck did you get into YouTube ads? Yeah, great question. So I guess if I go back a little ways, look to be honest. I grew up on a farm, so technology was not one of the things back in the day that was really shared. The cool thing was, you know, later on in life, I said I got into investing and I really wanted to leave my job and start I guess that whole entrepreneur household that everyone he seeks freedom and getting away from the rat race wanted to do. So in the end, very long story short, one of the first things that we did is we bought a whole bunch of online businesses going back a decade or more now and I think we bought 30 in the first year and are very quickly it was one of those people who didn't have Facebook or mobile phone to my late 20s. So going from that into, hey, look, we have a whole bunch of online businesses now. I really had to figure that out. When you say we bought businesses, who's we? Is that you and your family or what exactly? Who bought the business? And what kind of businesses did you buy? My brother and I back then, we went into business together to buy a whole bunch of online businesses. And we bought a whole bunch of back then it was all about blog sites, right? So we've got a whole bunch of black heavy traffic blog sites. I had to add sense and a whole bunch of things like that that would bring in income, which was fantastic until two things happened. One, yeah. We ended up getting slapped by all the very cute animals that Google bought out like hummingbird and panda and all the rest of them back in the day when SEO and search ads were really the thing. That was really fun. And then we got slapped by that. And I was just like, oh, no, what are we going to do now? And that's really where my first introduction to paid ads came along. We had to by the time Facebook was coming up. It was sort of in its prime. It was just sort of getting started. Facebook ads, I should say. And we ended up going and having Facebook ads and affiliate marketing back in the day and re changing the monetization on all these businesses. And we got that sorted. And then my brother was like, hey, let's just sell everything. I want to go traveling for a couple of years. And I was like, man, we just spent the last couple of years building this, but that's what we did. We sold up and he went traveling, and I was kind of like, well, what do I do now? And the fun thing was bad at the same time, my son wanted to learn how to start a business, or one of the money. And I was like, dude, there's no way I'm giving you pocket money rights. So if you can get money in this world, you need to learn how to sell or create something along those lines. And the fun thing was, that's exactly what we did. We started him up a little business. And we had heaps of other people asking us, well, how do we do that too? And I was sort of at a lack of transition point in my life I was like, well, what can I do that has a bit more meaning if that makes sense? I'm pretty comfortable like what's the next steps? And that was basically the beginning of business I ran today called youth in business. What we did there is my wife and I went on a mission to just go and help as many kids as we can start businesses before they finish high school. Very cool. Yeah, it was really fun. So we were doing just before COVID, you know, events in every capital city in Australia to 800 people, you know, we did a launch the UK did a couple of events over there, which was really fun, you know over a thousand people each year. And that's really fun. Absolutely love doing that business. And we've had kids by houses before they're 18, one of our kids is like, I've written a book on how to make my principal. The whole thing is just off the charts. Next level, right? Really, really, really fun. I'm curious on the stuff with the kids. So what kind of businesses were you teaching them to do just out of curiosity? We get them to stop business around their passions their hobbies. Like, what are they like doing? We doesn't really matter because here's the thing. If you learn how to create a business and it's something that you like doing and you can earn money doing that. You never really have to work it down in your life, although that's the thinking behind it. And I think as entrepreneurs, that's really the freedom that we're looking for is we want to do something that we enjoy doing that creates value that helps people and all of that. So I really wanted to help kids learn that before the heads of their schools, they didn't have to get sharp in the route race, and they can really learn that skill set of an entrepreneur. So that's like we have kids do everything from fidget spinners to businesses, like that'll be a 7 figure businesses here, like one could create a design sunscreen line for the surface, he's left school with steps straight into a business doing that.
Online Marketing Made Easy with Amy Porterfield
A highlight from #572: ChatGPT, AI, & How To Use It In Your Marketing with Emily Hirsh
"Because the AI is just kind of reproducing. It's not a strategic tool. I mean, it is a strategic tool, but it's not coming up with the strategy. It's not coming up with the angles. It's your job to feed it that and then how good you do that is how good it produces its output. I'm Amy porterfield, ex corporate girl turned CEO of a multi 7 figure business, but it wasn't all that long ago that I lacked the confidence. The budget and the time to focus on growing my small but mighty business. Fast forward past many failed attempts in lessons learned and you'll see the business I have today. One that changes lives and gives me more freedom than I ever thought possible. One that used to only exist as a daydream. I created the online marketing made easy podcast to give you simple actionable. Step by step strategies to help you do the same. If you're an ambitious entrepreneur or one in the making who's looking to create a business that makes an impact and a life you love, you're in the right place friend. Let's get started. I
Get Out There and Get Known Podcast
Episode 52: Become Your Own Boss and Succeed with the SmallBizLady, Melinda Emerson - burst 02
"To get know each week she either. Interviews are media france. Pr colleagues or she just goes solo offering you strategies on publicity publishing and platform building so. Listen to hear how to get booked on media places in a superstar stages. Now here's your host pam perry. Hey this is pam. Perry thank you so much for joining me today. I'm excited. Because i have someone here that i just love and adore. And she has something she wants to share with you brand new. We're gonna talk about how to be your own boss in succeed. And she has. This book is a best selling book and it is revise for today. pandemic Pose pandemic i guess you would say in terms of what is going on in the world in how people are making that digital pivot but before i bring up melinda emerson just want to tell you a quick story of how i met in new melinda probably allowed people know as small biz lady. That's her moniker. That's brand and she's always on brands. She has millions of people following her all over social media primarily twitter so she did a tweet chat years ago and that's how i met her on. Twitter had an opportunity to meet a couple of times. She has two books. This is like a another book that she's is revising. She did fix your businesses. Well but i met in detroit. But she's from the east coast the pennsylvania once they philadelphia area and she is amazing. Amazing so take notes on this because melinda is like a machine gun when it comes to giving out information. Blog is amazing melinda emerson dot com all the things that she does. She's so deliberate with it. She's even good at tick. Tock and i've been noticing that as well so she is at social media. Ninjas some with that i wanna bring up melinda resent. I'm not. I know you sign on me on tic tac. That's not you know. I'm always anywhere i can go to help. People learn how to run a successful small business. I'm willing to go there so take talk not dance for you but i hope the information you know but even like revealing of the on boxing. You and your son were doing on boxing. That was cute. i've known him since he was little little so now he's like grown in you know like teenager and i'm like oh my goodness he is like part of your social media. He's got his own vans. People people protests. If i don't put my son on online it's really funny so tell us about Be your own boss. A how to be your own boss. How it. I want people to know about the story how it came about you. You had the book and you're gonna like i'm going to write this book and then all of a sudden i think it was adams media gave you know kinda like gave you a proposition and that doesn't happen often. I'll let people know about book publishing and that sort of thing. I always so people who are just starting out self publisher book see how it does and then maybe we'll get picked up by a publisher because it's just really competitive now. People only want people who have a platform built so kind of tell people how you started your journey in the publishing field. While i have to tell you i to become a small business expert. Because i realized that i would run my business better if i had had better advice but back when i started my business in nineteen ninety nine there. Wasn't anyone out here in the media. Really tell people how to start a successful business. Suzie orman was out here. G. chassis was out here talking about finance but there really wasn't a lot of people talking about businesses specifically how to turn your idea into money and so i decided that i was gonna put myself in charge of ending. Small business failure. That was my big big mission. It still is. But i wasn't one hundred percent sure to do it and i joined the national speakers association and everyone was like look. If you want to be taken seriously as expert. You got to write a book. As a matter of fact you got to write a good book and if you really doing it you can get somebody.
Voices of Search by Searchmetrics
Google Search Console API as the New Table Stakes With Noah Learner
"Talk about a google search consoles. Api you know. I think of what's on google. Search console is being directionally interesting. I understand if my sites being crawled. I can get a sense of what are the queries and position and rank. I never know what to do with half of this stuff. And just doesn't seem very actionable. And i always look at it. I'm like wow. This date is really powerful. Bo what do i do so talk to me about a how you're able to make it so performance and then be what are some of the takeaways you can glean from pulling data out of google search console. So how did we make it so performance so the first thing that we did was we knew we had to get the data up into big query or another database platform like it because that is a data source would be screaming fast and data studio so learning all the technology to get the data from an api into big query. Was kind of that sweet spot or the skull that was necessary in terms of what we actually learned from looking at all the data which is really the important part in. What how we make it. Actionable there's a couple care is that i think are really important. To focusing on the first is this concept of position bucking and that's where you can look at The query neural by position. And then we split up all the serbs into different segments whether it's page one positions one through ten or striking distance which depending on the type of agency that we're working with might be positions four through fifteen if the really all about getting stuff into the local pack or maybe in if there were mainly inorganic than its position six through fifteen so position but getting like crazy powerful. The next thing is this concept of striking distance which i just sort of alluded to is trying to find all the queries that are just on the edge of being super visible and being Look at them analyze them and then understand what we need to do by adding content in meaningful ways on page to drive results for those striking distance. The third thing that i think is really killer and something. I'm really proud of. Is this concept of multi-layered filtering. So you'll have your data and then have unp teen different ways to filter it really quickly so you can go from all of the data to actionable insights really
MarTech Podcast
How To Keep Your Job On Vacation With Hubspot's Pamela Bump
"Pamela as marketers. Get a break as well. Some of us wanna take a vacation but you know marketing never stops how marketers keep their job while they're on vacation i think there's two elements to marketing teams keeping their jobs while on vacation. I you look at the marketer the marketer which i'll use myself as an example we've all been through a wild year we've had a lot of pivots. Twenty twenty was so wild and unprecedented. We all wanna break. I wanted a break. Everyone on my team definitely wants a break but we want to take that break without throwing any of our processes off so one of the things that i do is focused on really strong communication. I regularly have one on ones with teammates that i work with most often and at these one on ones i might give them a heads up saying. Hey i'm gonna take some time off at this time. If you're going to take some time off let me know. And then we'll come up with a plan of how we can best prepare each other for this time off so we make initial plans there and then on top of that. I will email my team. And i'll say just a heads up that next week. I will be off from this date to this date. Here is my out of office. Plan for example when i'm running emails. I usually schedule the blogs emails a week or so ahead of time. If i'm going to be out. But i will pick another responsible person. A. dr is what we call them. A designated responsible individual to take over the email of something needs to be changed or content. Isn't gonna go out that we've scheduled so that's one of those things l. Include in my out of office plan of who to reach out to. If something urgent happens. And i will also remind people of when they can reach out to my manager could she can make calls for me usually end. That's just a good way to remind people that i'll be out. Usually nothing urgent will happen in the summer. When i when i have taken time off but it's good to have that information and people know whether something is something they should email me about and i'll return the message as soon as i get back or if it's something needed to reach out to another teammate. About but i usually try to schedule as much in advance as possible and then make a little out of office plan.
Voices of Search by Searchmetrics
How To Create Your Own ROI-Driven B2B Content Strategy
"Live in a more distributed world because everybody was forced into their house. It's a more digital age to talk to me about how that is impact. The creation of content and how people are staffing out their content production teams definitely so personally for autho didn't affect us a whole lot and that's because one of the drums banging for a while that i think like the rest of the world has kind of had to light. Come up wake up to a hard way is that i think more marketers sent a focus on like creativity and ingenuity and those things are good because it comes more natural to those types of people. But i think that they need to be more process oriented. And i think about operations kinda hat or the operations might set something that's often lacking and so what i mean by. That is the way we think of content seo and all. This stop is a huge factory. Right where you have. It's like a manufacturing process where you have specialized roles and you have an seo person or a strategy person working with a writer who's also working with an editor who's also working with an account manager designer. And he's i since collaborating a synchronous -ly across time zones and everything else and until you have that infrastructure built outs you're gonna struggle hitting both quality and scale meeting. Most people like for example companies can find one good writer but they can't find like hundred writers or they can't they do ten articles. A month of began do one hundred articles a month and so usually one of those things breakdown when you try to hit longer. Bigger scale usually quality starts to drop. And that's usually an indication of you don't have the processes and figured out you have the team and infrastructure figured out
Marketing Spark
How Agile Can Change How Marketers Think, Work, and Succeed
"We've danced a little around the idea of agile marketing. Maybe you can take a step back. And i don't want you to dumb it down. But i'd like you to explain or define. What is agile marketing. And what's the difference between agile marketing and the way that we currently many companies currently do marketing so to start with very. I'm gonna make it simple because we can carried office in the nomenclature and then here that with really down that rabbit hole. It really is a better organizational effectiveness in. I like to call it. Modern marketing management simplest way. To think about it is that it's the ability to change the way that we think that we were in that we share and we get to creating that highest customer value power is mentioned in in the mindset values and the volt enough the core everything about the swot analysis again it really quits position of building new internal strength and then take Disease new opportunities put in this way. It at leader changes its transformative. Because it changed our beliefs again about how we move from selling more servicing our customers Change our behaviors in terms of looking at the highest value that we can create and produce market and learn from immediately and the actions of you take also are transformative in terms of being more empirical more iterative and again more transparent in what we're doing and an howard driving value and then how we're looking at ourselves to continuously improve thing or something a lot of work Sometimes it works sometimes. It doesn't we need to kind of bring that as an inch people what we do how we go about it and how we're learning long way. I think there's this notion that marketing is just the you know the arts and crafts under department covering between the lines words on things we talk about stuff and metrics that nobody else cares for marketing. I think this is our chance to really start to marry up where we come from and where we find ourselves with digital and really put the stamp of business strategy and and business comes on
MarTech Podcast
Marketing Channels That Dip In The Summer With Hubspot's Pamela Bump
"So let's talk about what happens in the summer from a marketing channel perspective. What are the channels that you've seen have dipped or less performance during the summer. This isn't one of the deeper things that the analysis team that i worked with looked at but from working as an audience growth manager there are definite seasonality trends that you see with different channels. One in particular is organic search. When summer hits there are a lot of different holidays and with times of holidays and holiday weeks. You're going to see people searching different things so that might be in your favor so if your travel company and people are starting to search travel terms more often you might see that your content is getting more organic traffic. But if you're a beat to be company and people are searching leisure restaurants things related to just going out and unrelated to be to be. You might see less organic traffic. That's very normal and that's also something. We do see in december in january when people are searching things related to the holidays like new year's new year's resolutions christmas content. Things like that so while you can zone into the holidays and create content around the holidays or around the summer trends which the hub spot blog at least does regularly. There will be times of seasonality where you really can't avoid the search currents there another area you might see. Less engagement is email marketing at hubs bought. I do email marketing for the blog. And i supervise the sales service and website email marketers. Who do that for those blogs so while. I'm doing the marketing blog every year. We always see that. We're going to see less engagement in the summer months just because people are logged off and tuned out. One of the things we discussed in the last podcast was that people have been cooped up for months and now we're able to go outside and explore the world and because of that there's people taking more personal time in more vacation than the past in past years so because of that we're seeing less engagement on email as well
MarTech Podcast
What Is The Summer Marketing Slump With Hubspot Senior Manager Pamela Bump
"Pamela. Welcome to summer slump. Week on the tech podcast. Thank you. i'm really glad to be here excited to have you as our guest. Always a pleasure to talk to someone from one of our most important sponsors hub spot. Thank you in advance for helping to support the martic podcast and also thank you for joining us. You're the expert on what. I enthusiastically called summer slump month but i probably should say summer slump month. Talk to me about what the summer slump is. So recently i worked with my editorial team and some hubs by content analysts and we did some deep data research into the potential of summer slump. So the idea of summer slump is that businesses occasionally see seasonality and issues with getting high engagement high traffic high deal closing rates during the summer. These things tend to dip because a lot of people are kind of unplugging we see a lot of people taking time off a lot of teams might lose some motivation and productivity during the summer which is a natural thing to see but we wanted to do some deeper research to see how it might be different this year compared to twenty nineteen which was the last recent year that was uninfected by the pandemic since the pandemic did impact summer related data and data in general last year so we did some deep data to look into summer slob and we learned a bit about which industries were seeing some of the biggest dips and the biggest rises and business upticks in the summer this year. A lot to unpack there. Let's start off with the reason why there is a summer slump. You mentioned that last year was a little bit of a unique snowflake for reasons that do not need to be rehashed covert but this year is kind of a little bit more of a regular old year. People are out and about doing things but we still see some softening in the summer. I know who i blame. It's children they don't have school so parents have to take care of them. So they're away from work so we all get
Voices of Search by Searchmetrics
Building Your B2B Content Team in 2021 With Wordable CEO Brad Smith
"When you're thinking about doing something like a migration when you're building a new website when you're just looking at your beginning of the year plan how do you think about be to be content strategy something we're thinking about a lot for the mar tech podcast but making sure that you're being roi driven. What's your advice orcher. Yeah it's really challenging and it's also a good segue actually because monday dot coms one of our clients enter code list so we've done a lot of content for them. It's really hard for me to be because you can't just it's a longer sale cycle number one number two. There's there's less of a direct conversion event so for example or like a software company you could write about topic xyz and someone's gonna read that and then someone's going to opt in or do a trial or something else right after that. Because it's a very narrow like very low hurdle or lombardo jump over for bbc. It's usually tupper because there's more people involved in sale usually more complex sale and so we do really think of it as a couple of things classic marketing funnel so top middle bottom where we doing content of why for example stuff like case study content stuff like customer interviews while that stuff's going to be really good for like middle ish of the funnel bottom of the funnel could also include like comparison. So we might do monday. Dot com versus asana or monday dot com versus click. Up would be another example of that to be able to show not just from trite example of like. Oh well this tools better because because we say it is but really talking to educate consumers who are going to do that research and do wanna see more like a side by side comparison and understand. Who's better in. Why for their circumstance. So i think it's it's a little more challenging for me to be because again. There's it's usually like a layered multi step approach. I think that you know when. I put my digital marketing hat on not just my seo content marketing hat on a couple of things that you said stick out which is long sales cycle. And you never really know where someone is in that sale cycle whether you're building awareness whether they're inconsideration but what really matters when they get to the bottom of your funnel when they are actually in market. Do they have awareness. Would they consider your product