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In-person events are making a comeback! Join us as we explore how Adam Beck and his team at CADENAS Parts Solutions took their idea for an industry-specific B2B marketing event from concept to sold-out reality.
Learn key insights on event strategy, including:
- How to determine there is demand and find the right audience for your event idea
- Tips for starting small by piggybacking onto established industry conferences
- The step-by-step process for organizing speakers, venue, promotion across virtual and print channels
- Measuring success via website traffic, customer feedback, and revenue impact
Whether you're looking to organize your first ever event or make an existing one even better, this episode will give you the tools, mindsets, and skill sets needed to create an incredibly valuable in-person experience.
#B2BMarketingLeaders #EventMarketing #BusinessGrowth
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In the 50th episode of the Master Marketer show, Kacy Maxwell, the CMO at Provisions Group, author, and entrepreneur joins our hosts Mike Grinberg and Gaby Israel Grinberg. He talks about his extraordinary journey in marketing, his work as an author, and business startup, Sketchwell. They dive deep into LinkedIn strategies, unraveling how a powerful narrative can help drive personal and business connections effectively. "You're just sharing to start a conversation around," Kacy Maxwell instills the idea of using LinkedIn more as a platform for meaningful conversations rather than just for promoting one's brand or services. What else is in it for you?
- How can transforming LinkedIn activity into a conversation foster a more genuine and engaging presence?
- What are the common mistakes and strategies to enhance one's LinkedIn presence?
- Why is it important to have a strong point of view while avoiding grandiose claims?
- What is the framework implemented by the Provisions Group to assess their team members' strengths, expertise, and personality traits?
- How can one leverage LinkedIn for effective lead generation?Delve into these questions and more about digital marketing and content strategies with the Master Marketer Show.
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Saknas det avsnitt?
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Join us as Mike Grinberg sits down with renowned marketing expert, Dr. Marcus Collins, to explore the role of culture in modern businesses. Discover how understanding and leveraging culture can enhance your B2B marketing strategies and drive impactful results. Gain valuable insights into community-led growth, aligning company culture with core strategies, cultivating a positive internal culture, and the influence of brands as cultural signifiers. Don't miss this enlightening conversation with Dr. Marcus Collins, where mindset, skill sets, and tool sets converge for B2B marketing success.
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In this episode of Master Marketer Show, host Mike Grinberg sits down with Mark Stouse, founder and CEO of Proof Analytics, to delve into the often overlooked elements of time lag and opportunity cost in the B2B marketing landscape. Discover how understanding these factors can optimize your marketing efforts and drive revenue effectively. Gain actionable insights into leveraging data, analytics, and relationship-led growth strategies for business success. Don't miss out on this valuable conversation with two marketing trailblazers!
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In this episode of Master Marketer Show, host Mike Grinberg sits down with Travis Bradshaw, Director of Marketing at Armanino LLP, to discuss the mindsets and skillsets marketers need to prove ROI and gain buy-in during economic uncertainty. They cover how to build strong relationships with revenue and finance teams, adopting a business-minded approach, leveraging data and AI tools to maximize resources, and staying nimble to changing business landscapes. Tune in for actionable insights on positioning marketing as a revenue driver.
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In this episode of The Master Marketer Show, join host Mike Grinberg as he delves into the world of B2B product marketing with Mary Keough, Head of Marketing at Map my Customers. Discover the core concepts of product marketing, the importance of customer insights, and the evolving role of product marketing as companies grow. Gain valuable insights into strategies for a customer-obsessed mindset, and other necessary skillsets for product marketers. Explore Mary's unique approach to customer research, marketing tools and frameworks, and harnessing the power of LinkedIn. Don't miss out on optimizing your B2B marketing game with this enlightening discussion!
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Let’s face it: times are tough across the board. With a lot of financial uncertainties to consider, companies are scrutinizing their expenses with finer tooth combs, ensuring that there is absolutely no wasted time or efforts. For workers, this means being able to prove that your work is making an active difference for your company. While that doesn’t mean that you need to be directly responsible for revenues, it DOES mean that you should be moving the needle of productivity in some way.
This week, we welcome Mason Cosby back to the show to discuss the necessary steps that workers should take to prove your worth as a marketer. Mason is a Podcast Host, Ambassador at GTM Partners, and the long-term Director of Demand Generation for Sales Assembly. Suffice to say, Mason knows quite a bit about the work, the skills and the people it takes to bring a product to market. How did Mason get into his work, what were some of the mindsets that led him down this career path, and how did partner relationships drive many of his core decisions?
Let’s get started!
MINDSETS:
Utilize Marketing Relationships - LinkedIn continues to be an incredible tool for building business relationships. For Mason, LinkedIn was an opportunity to generate leads through trusted partners and connections — trust is the name of the game!Scale Through Skills - As Mason puts it, you can’t over-index on head count. Rather, you have the team you have, and you are better off improving the skills of your team. Your team deserves the nurturing through skills-building to help them do their jobs!Ensure the Pipeline - Nobody cares what marketing does, as long as the pipeline is full. When it’s NOT full, that’s where the issues come in - job loss, budget reductions, and other short & long-term issues. Soft Asks - Sometimes, the best thing you can do to start a conversation is ask someone if they need help. For Mason, this means sending out the occasional LinkedIn message to see what services people are looking for.SKILLSETS:
Adaptability - Mason was one of the first marketers hired by his company – and for a time, the only marketer of the team. When a person loses their leader in a company, the assumption is that THEY are now the leader. Adaptability and an openness to move swiftly in your role is crucial.Effective Content Production - When organic content is a huge component of your business, it better be good, or people will tune out. Filling Skill Gaps - Skill gaps are the quiet killer of growth. Without the right skills, a company’s growth will plateau. Being able to recognize those gaps and tend to them is a crucial skillset for any leader.Paid Ads - There is very significant value in being a paid ads specialist. On a team, diversifying your skillset by honing in on the data aspects of paid ads can be the key to securing your position.Addressing Bandwidth - You can’t be everywhere all of the time. For startups, that can be a delicate balance. How much of your bandwidth can be dedicated to each activity? Knowing the importance of your work from a zoomed-out perspective will prevent issues down the road.Video Editing - Editing is a skill and a tool. Like any skill, there are experts in the field that will do it A LOT better than you, especially if it’s not a top priority. As a skill, it is tremendously valuable for any marketing team.TOOLSETS:
LinkedInVideo Editing SoftwareEmailPodSqueezeChatGPTNiche-Podcast ToursGoogleSpotifyThe Content Matrix (Stephen G. Pope)RESULTS:
For any business, at the end of the day, it is important to look at the correlation between it’s marketing efforts and it’s pipeline. Trackability ends up being one of the top focuses for a company like Mason’s — and with that comes the importance of having the skill to track specialized data in the first place. No single source of marketing is a single cause of success. What matters is that the actions are happening, and that the pipeline continues to move and generate business.In a qualitative sense, Mason looks to tactics as simple as social media mentions, engagements, and other metrics to indicate how his company is breaking out of it’s existing mentions to larger audiences. In creating more publicly accessible content (the type that stretches beyond existing audiences), Mason and his team at Sales Assembly see more and more people viewing and talking about their operations.
A bit more about Mason:
Mason Cosby hosts a variety of talents as a thought leader in the marketing space. Since February 2023, Mason has acted as the Director of Demand Generation for Sales Assembly, a company that provides crucial educational tools that combine strategic skills development, peer communities and other learning platforms. Mason is also the host of The Marketing Ladder podcast, a podcast dedicated to learning how to grow a marketing career from today’s leaders.Connect with Mason:
https://www.linkedin.com/in/masoncosby/https://www.linkedin.com/company/sales-assembly/https://www.linkedin.com/company/the-marketing-ladder/Connect with Mike & Gaby @ Proofpoint Marketing:
Mike’s LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/Gaby’s LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llcProofpoint YouTube Channel: http://bit.ly/ProofpointonYouTubeProofpoint Marketing Website: www.proofpoint.marketing
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“Culture” is starting to feel like more of a generality, don’t you think? Companies fall back on pleasantries when describing day-to-day operations, and the one word that always comes up is “culture.” But what is good culture, and why is it so difficult to define? After all, team members need (and deserve) more than a pat on the back and a pizza party to establish company culture.
In this week’s episode, we speak with the Chief Marketing and Strategy Officer for Nymbus, Allison Netzer, for a conversation on company culture, and employer brand as an output of a culture-focused business. Is culture a measurable component of your brand? Is it possible to master culture while growing a brand?
Let’s get started!
MINDSETS:
Reference Scorecards - Beyond the fact that Allison *hates* KPIs, it’s important to keep your goals measurable. You may score points with business jargon, for example, but does that have an internal or external benefit? Racking up points on a “scorecard” and understanding what those mean for your operations will help to shift focus to where the dollars are. Effectively, it’s the culture of measurement!Don’t Commission Consultants (yet) - Okay, you may NEED consultants, but let’s be real — an extension of a company is a lot better than a rebuild, which consultants are more likely to suggest. Refine your business and connect the dots when things go astray — you likely have more data than you realize.Culture by Inertia v. Intention - It’s nice for a company culture to build itself, but it’s more likely that intentional work needs to get done (not all brands can be Starbucks). The key word here is INTENTION. Culture doesn’t grow the way you want it to without active, intentional guidance. Humans Do the Work and Need Engagement - AI isn’t a replacement, it’s a HUMAN tool, and humans deserve substance. Keep your teams engaged socially and intellectually, and most importantly, keep them happy. Success comes from within. You see engagement in people’s actions, not surveys – when they see the vision and do the work without being asked, THAT is an indicator of your effectiveness.SKILLSETS:
Master the Mission Statement - Get it, believe it, and execute it. Is your company culture clear enough for the masses? The mission statement can’t stop at a ‘vision exercise.’ It needs to be actionable and definitive in a way that makes your team capable to move the vision forward.Marketing/Branding at the Strategy Table - As Allison puts it, there’s a perception that CMOs are just the “executives with the crayons,” and a change in branding requires a change in leadership. That’s not necessarily the case. Rather, Marketing as a skillset needs to be brought into the early stages of strategy development — that can only succeed with good, active leadership.Communication and Participation - Is your CMO a “team player,” or do they have blinders on to meet a singular vision? A good CMO is working with the financial team, data team, and other leadership for a cohesive vision.Persistence - People may let a financial analysis, for example, go on FOREVER. But when it comes to a marketing campaign, people expect results after a week or two. That is NOT the case; rather, you need to be persistent in your vision in the same way that a salesperson is persistent with their pitch. Break Down the Doors - Unless you’re making space in work meetings, you won’t get the empathy you need as a team player. ALWAYS get into the board meetings and stay involved.TOOLSETS:
Corporate Calendar/Google CalendarQuantitative & Qualitative Data Team MeetingsKantar Brandz ReportRESULTS:
One of the very first things the Nymbus CEO did to improve company culture was to make every employee a shareholder. The second thing they did was avoid the glitzy executive hires first. Third, everything from hires to layoffs happened in the public space, making for a tremendously transparent company.
By making every employee a shareholder, workers were given equal value, and thus a reason to care about the solution and the product/service that Nymbus sells. This has put Nymbus in a tremendous sales point that has been both successful and fun, despite any difficulties that come from the financial services industry.
A bit more about Allison:
Allison Netzer is a best-selling author and the Chief Marketing and Strategy Officer for Nymbus, a company dedicated to assisting the banking industry and global financial service organizations with breakthrough banking tech products. Her 2022 book Think Like a Brand, Not a Bank has been praised for its no-nonsense deep dive into the emerging landscape of financial technology. Allison has kept a keen eye on data trends her whole career — one that includes over 20 years of experience helping companies like Aetna, Cisco, Southwest Airlines, and The Dallas Cowboys.
Allison has been lauded as a Top 30 Fintech Marketer AND a Top 25 Global Woman in Fintech.
Connect with Allison:
http://nymbus.comhttps://www.linkedin.com/in/allison-netzer-1b98335/Connect with Mike & Gaby @ Proofpoint Marketing:
Mike’s LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/Gaby’s LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llcProofpoint YouTube Channel: http://bit.ly/ProofpointonYouTubeProofpoint Marketing Website: www.proofpoint.marketing
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“Tell me a little more about your business.” It’s a simple request that generates simple answers — 70-90 percent of sales generated come from workers, focused relationships, and referrals. The conversation gets a little trickier with the follow-up questions, particularly this one: “What’s stopping you from accelerating revenue growth?”
This week, we sit down with David Rush, the CEO of SmallWorld for a discussion on the business relationships that drive and generate revenue. What are the misconceptions about referrals, who generates them, how do you start a referral program, and what do they mean for your business?
Let’s get started!
MINDSETS:
Activating Your Employees - When starting a referral program, sometimes the best place to start is your employees. They have relationships with peers from past and current projects, and incentivizing your employees first will set the stage for a referral structure. Extended Networks of Trust - Workers find jobs often from professional connections. No matter what, though, there is a level of trust that always has to be established before that referral takes place. Keeping Connections Intact - How do you rate your relationships? Are they strong with multiple referrals to consider, or do they have a weaker extended network? Making connections is important, but establishing and understanding their value is just as crucial.Keep it Timely - Revenue is important, but time is just as valuable. In building trust, you always have to ensure the work you’re asking a person to put in to review a referral is worth their time. Anything less than a useful referral can feel like time wasted, which has long-term effects on business relationships.SKILLSETS:
Attention to Detail - Staying in tune with the metrics that work for your business makes for better leadership, and ultimately better workflows for your team.Accelerating Growth through Active Participation - Leading by example, with the expectation that others will do as you do, produces consistent results across the board that will ensure growth. Ultimately, a team values and trusts a leader that works just as hard at referrals and relationships.Rate Your Relationships - ‘Relationship leads’ are the actionable, high-conversion referrals that have a lasting impact on your business. But how are they tracked? It depends on the metrics of your business – be it revenue growth, visibility, or both. Setting the stage and ensuring your team effectively tracks data makes for more comprehensive growth.Nurture Relationships - Programs fail due to one-sided relationships and unmet expectations. Understanding the structure of incentives and regularly updating them not only keeps partners interested… it shows that you value their time.TOOLSETS:
Referral ProgramsRelationship BuildingCRM SoftwareZoomInfoLinkedInEmailLead GenerationRESULTS:
For David, referral programs are a crucial component of business growth. In his experience, any sales marketing team needs to look at the size of a pipeline and its quality. When looking into conversion rates, David sees that people will say “yes” to 83% of referrals, and the actual meeting is scheduled about 71% of the time. Compared to other methods (like the dreaded cold outreach), the effectiveness is not only greater, but the meetings take place quicker. In business, weeks are always better than months when it comes to making deals. That type of success doesn’t come without an effective referral system, which David and the team at SmartWorld continue to perfect.
A bit more about David:
David Rush is the CEO of SmallWorld, a company dedicated to unlocking relationships available to companies for warm introductions and referrals and, in doing so, reducing the cost of customer acquisition. David is an entrepreneur in heart and practice, having previously held executive roles at tech companies like Earshot and DialogueTech. David was inspired to develop SmallWorld through a passionate belief that connection drives growth and ultimately has a direct impact on top-line revenue.
Connect with David:
https://www.linkedin.com/in/drush29/https://www.smallworld.ai/Connect with Mike & Gaby @ Proofpoint Marketing:
Mike’s LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/Gaby’s LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llcProofpoint YouTube Channel: http://bit.ly/ProofpointonYouTubeProofpoint Marketing Website: www.proofpoint.marketing
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It’s a little bit of everything, all of the time. Content is EVERYWHERE, and for many, it is EVERYTHING. Trends come and go, and millions upon millions of viewers are seeking the next “viral” video. The next “best” thing. If anything’s changed in marketing (or, rather, content creation), it’s that there are more content creators than ever, making for a busy space that keeps on growing. Add Artificial Intelligence into the mix, and you have thousands of hours of content produced DAILY. Exhausting, right?
This week, we sit down with Brian Wallace, the co-founder of NowSourcing, for a discussion on the modern content environment. What happens to consumers when so much content is available? For marketers, what does it take for them to not throw their laptops at a wall and, instead, work to break through the noise? What does it mean for modern content to be not only entertaining but valuable to a consumer?
Let’s get started!
MINDSETS:
Doing the Complete Opposite - If you’re hearing about possible ChatGPT prompts from, say, your Uber Driver — it’s time to consider if you’re either behind on your game, or if EVERYBODY knows the “secrets” to content creation. Pivoting to unchartered territory may be the key to being noticed. AI is NOT a brain replacement - have you or your company embraced AI? Consider its limitations. For now, it’s better served for menial, repetitive tasks — not as your content producer. Remember How People Think - A polished, corporate mindset is a trap door. A fully functioning adult may somehow completely forget how humans think in a professional setting. It’s not about “putting on a different shirt,” per se, but rather it’s bringing that shirt to the office and remembering the importance of the human mindset.SKILLSETS:
The Power to Be Everywhere - People are making decisions about the type of person you are through multiple social and web channels — due diligence causes people to find and review your digital footprint. It’s important to stay ahead of the game, keep a professional presence across the platforms, and stay proactive.Picking Your Lane - Let’s be honest — you can’t be everywhere, at least not effectively. And if you are, it may come across as inauthentic or, even worse, fraudulent. Choosing channels that make sense to you and your brand plays an important role in your content’s authenticity.Creativity and Caring - The market, in and of itself, does a terrible job of explaining itself. Why? It fails to make effective connections. As a marketer, you are required to be empathetic in the same way that you have to be an effective creator. Now THAT is something AI can’t be: empathetic.Effective Hiring - “Fit for Business” and “Fit for Skill” are NOT the same thing. Consider your hiring practices — does a marketer vibe with your mindsets, or are they completely off base? Interpersonal skills should be considered just as strictly as tangible skills. Understanding Humanity - Look at a company, its marketplace, and its customers … Odds are, the industry isn’t telling the full story of its purpose. Understanding a company’s place in the world ALONGSIDE humanity, as well as humanity’s strongly-held beliefs about any given industry (say, chiropractic) AND truly caring about general human interests, plays a tremendous role in a company’s longevityAvoiding the Safe Bet - Copying off of someone’s homework was looked down upon in school — why would copying someone’s creative work be looked at better? Unfortunately, people mimic creative styles because it is a familiar, safe bet. It’ll hurt you in the long run. Remember the Goal of Content - If you’re a content creator, your goal may be to get the most likes, shares, and comments. That’s fine. As a BUSINESS, you cannot forget that content is an aid to revenue growth. Popularity online is not the equivalent of financial success and business longevity. Sure, you’re internet famous, but inflated egos don’t pay the bills.TOOLSETS:
InfographicsPodcastingYouTube VideosArtificial Intelligence (ChatGPT)Industry ConferencesBloggingGenerosityNetworkingMastering Your CraftRESULTS:
As a marketer, you may be inclined to look at vanity metrics as your company’s most successful qualities — in the case of social media, for example, you may see more followers as a success when in reality more followers do NOT equate to more sales. Brian implores you to look deeper than that — two circles of a Venn diagram where you’re either working for a high-profile company or an amazing company that achieves your ideal output. The “middle” of the Venn diagram is the sweet spot - amazing companies that do amazing things.
Brian looks to the story of Moneyball as a great example. Scouts, at one point in time, sought out players that “looked the part.” The flaw with that is, while a person may look like a baseball player, they lack all the necessary fundamentals to succeed, meaning the team as a unit was destined for failure. The same applies to marketing. It is A LOT more scrappy. Data isn’t always pretty, but it is necessary for forecasting and success. Effectively, Brian works to break through the noisy, busy content spaces by implementing processes that look past vanity numbers and flashy data for content that is effective, useful, and relevant.
A bit more about Brian:
Brian Wallace, the co-founder of NowSourcing, an infographic design agency with offices in Kentucky and Ohio. NowSourcing’s vast portfolio sees them assisting businesses ranging from startups to Fortune 500 companies.
Brian’s focused mindset has garnered him accolades from the likes of Google, which has named him a top Small Business Advisor since 2016.
Connect with Brian:
https://www.linkedin.com/in/nowsourcing/https://twitter.com/nowsourcingConnect with Mike & Gaby @ Proofpoint Marketing:
Mike’s LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/Gaby’s LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llcProofpoint YouTube Channel: http://bit.ly/ProofpointonYouTubeProofpoint Marketing Website: www.proofpoint.marketing
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The value of creativity only gets stronger as the industry adapts to consumer needs. However, do advances in technology necessarily require more and more complexity? In many cases, it doesn’t! Even commercials on TV and streaming services are utilizing more and more vertical-style videos from the consumer’s POV. As marketers adapt to trends, so must their creative content. What are marketing teams doing? In this episode, we speak with Amrita Mathur, the VP of Marketing at Superside, on her team’s approach to creativity, and what it means for their partners.
Her mindset on creative marketing didn’t come quickly; in fact, it wasn’t something she considered strongly before joining the Superside team. Still, her shift in mindset and her approach to marketing with Superside has landed them tremendous partnerships with big tech companies, including Meta. How does creative get a proper seat at the table?
Let’s get started!
MINDSETS:
Zooming Out on Buyer Journeys - Despite recognizing the power of creative content, there still appears to be mental blocks between creative ideas and executions in marketing sectors. Taking a step beyond “safe” measures and realizing that creative marketing isn’t a lever for specific actions, but rather for the larger scope of a brand, is important for overall growth that ensures users will advocate for your brand. Leave Room for Delight- It’s okay to have a formula if it works for your register stream, but how much of your marketing efforts are dedicated to a genuine attempt to surprise your customers? Be it merchandise, swag, or surprising Easter Eggs for your brand, a level of whimsy relevant to your brand should be considered in the marketing process.Memory and Resonance - You LOVE those Big Game commercials, but do you remember what the products are for? Think about it — there are PLENTY of commercials that don’t feel relevant to the product. They may be aware of your brand name after the commercial ends, but no affinity was built, and let’s be real, you can’t buy affinity.SKILLSETS:
Evaluating Good Creative - The idea of ‘good’ creative checks all the boxes of speed, quality, and price — but beyond that, what is truly ‘good?’ Can it be replicated? Most importantly, can it be done at scale? In many cases… it depends on your company’s needs. If you’re seeking cheaper creative, it could come at a sacrifice of time and effort. Framing the Problem Correctly - Problems require proper solutions — thus, they should have guardrails when it comes to approaching the solution. However, you also want workflows to be open-ended to allow for innovation. Balancing the two allows creative teams to fill in the blanks to solve problem-solving while providing parameters for them to stay on-task.Communicating Needs - Are requests to clients or team members structured in a way that leaves them open to interpretation? If addressed too exactly, it could squander creative or innovative thought. Consider how you ask for content, and what that might be doing to the creative process – creatives very much appreciate open lines of communication.Incorporating AI - It is very possible that how creative is made won’t matter in 5 years — as long as the creative is being made. So, understanding, learning, and embracing AI when you can is an excellent timesaver for companies. Over time, marketers and brands will have to try harder to get attention, and AI can’t be discounted.TOOLSETS:
BloggingWebinarsArtificial IntelligenceDesign-OpsCompany RitualsSlackYouTubeRESULTS:
At Superside, Amrita has been pleased to offer positive results to clients, including a reduced cost of customer acquisition, virality, product launches, and reduced cost of assets. For Amrita’s team, costs due to efficiency have been reduced dramatically, allowing room for more opportunities and innovation. One of those innovations came by chance; turning attention to the incorporation of blogging and video, Amrita’s team recognizes that the hybrid (that is, including links to their videos within their blogs) was improving their ranking on Google — something that allowed them to expand on their strategy with new hires.
A bit more about Amrita:
Amrita Mathur is the VP of Marketing at Superside, a leading “Creative as a Service” company. As the first member of their marketing team, Amrita focuses much of her effort on Business Strategy, Go-To-Market Strategy, and building Superside’s organization for success. She is also the host of the Gather & Grow Series, Superside’s interactive series covering topics on the intersection of design and marketing growth. Amrita and her team revolutionize design at scale for ambitious brands like Amazon, Meta, Shopify, and Coinbase.
Connect with Amrita:
https://www.linkedin.com/in/amritamathur/https://www.superside.com/blog/author/amrita-mathurhttps://www.youtube.com/@SupersideHQConnect with Mike & Gaby @ Proofpoint Marketing:
Mike’s LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/Gaby’s LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llcProofpoint YouTube Channel: http://bit.ly/ProofpointonYouTubeProofpoint Marketing Website: www.proofpoint.marketing
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How easy is it for a marketing company to effectively produce a video? The answer is a lot simpler than you think — of course, the effectiveness comes down to proper orchestration and thoughtful planning, but even companies equipped with nothing but a smartphone have the opportunity to put out something great. In this episode of the Master Marketer Show, we sit down with Tara Robertson, the Head of Demand Generation at Chili Piper, for a discussion on effective
Let’s get started!
MINDSETS:
“Can this be a video?” - Even six years ago, video didn’t have the impact it does now. Especially with TiKTok’s strength and prominence, when you’re at work, ask yourself whether or not what you’re doing is video worthy.Embracing Scrappiness - Do videos have to be polished? NO! At least at the start, video production is a learning journey, and your audience will stick with it for as long as you do. Expert content developers may seek something “polished,” but consumers are always seeking something “real.”Organic-Looking Assets - Why spend more money to reach the same audience? Review your data and question whether spending more money on video production will actually get you the results you need.SKILLSETS:
Embrace Kickoff Meetings - When a new project is starting up, don’t limit ideas to the marketing team. Creativity extends to everyone, and being open to ideas is a leadership skill that can’t be discounted. Master the Process - Chili Piper often is able to produce 5 videos a week. That comes from a streamlined process that includes focus on storytelling, recognizing audience channels (TikTok v. LinkedIn), and testing EVERYTHING along the way. If you stick to the process, it not only becomes easier over time — the consistency will also be noticed by your audience.Understanding Your Audience - Video is certainly a skill, but content is an undeniable necessity no matter the venue. Understand, first, what your audience is even seeking. If you’re spending resources on video for an audience that’s best served by blogging, you’re wasting your time. Storytelling - Before beginning video production, ask yourself: do you have something interesting to say? And if the answer is “no,” are you able to pivot? Being able to self-edit plays a large role in the success of content creation.Get to the Point - Algorithms reward retention. Knowing when to cut a video short plays an important role in viewership completion and, in effect, how the algorithm of any given media venue treats your content.TOOLSETS:
PodcastingVideo Production & StorytellingDemand Gen SoftwaresPaid & Organic Social MediaRiverside GongSpreadsheetsChili Piper Calendar Booking LinksLogitech WebcamShure MicrophonesLighting EquipmentRESULTS:
How has a focus on video production played out for Tara & the team at Chili Piper? Recently, their efforts have amassed them over 1,000 subscribers on YouTube — that’s no easy feat! They’ve also expanded their following to over 50,000 followers on LinkedIn, and 50,000 total podcast streams (and counting!). Video has become a crucial touchpoint for everything from blogging to customer support, and the team is roughly able to attribute nearly $3 million in the Chili Piper pipeline to video production.
A bit more about Tara:
Tara Robertson is the Head of Demand Generation at Chili Piper, the only complete Meeting Lifecycle Automation platform built for teams. With a career in marketing dating back to 2009, Tara has expertly adapted to the business environment and curated the leadership skills that many of us dream of. As a B2B marketer with over 10 years experience in various marketing roles. Tara also works to connect with B2B marketers by writing newsletters and hosting the official Chili Piper podcast Demand Gen Chat.
Connect with Tara:
https://www.linkedin.com/in/taraarobertsonhttps://www.chilipiper.com/resources/podcasthttps://www.youtube.com/@Chili_PiperConnect with Mike & Gaby @ Proofpoint Marketing:
Mike’s LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/Gaby’s LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llcProofpoint YouTube Channel: http://bit.ly/ProofpointonYouTubeProofpoint Marketing Website: www.proofpoint.marketing
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It’s a hot take to say B2B is boring, but when compared to the glitzy nature of B2C, we can see the concern. Unlike the commercials intended for consumers (the ones with the A-List celebrities that are on 100 times a day), B2B marketing is not exactly glamorous by comparison.
Fret not, for our latest guest can confirm that B2B does NOT have to be boring! In this episode, we sit down with Tim Davidson, Senior Manager of Digital Marketing at Directive Consulting, for an insightful discussion on content creation in B2B Marketing. A champion of the B2B market, Tim has repeatedly asserted that no matter what you think about B2B, it’s the PEOPLE behind the marketing that makes it unique.
How do you hire the right people in B2B, and what role does the influencer play in B2B marketing strategies? And more specifically, what role does personal branding play in your career as a whole?
Let’s get started!
MINDSETS:
Stick With It! - Authority building doesn’t happen in a day. Tim tried and failed three times before gaining a large LinkedIn Following. By sticking with it, he was suddenly exposed to a series of communications that he may have never had if he quit posting on LinkedIn. Just Post - Simple enough, right? Not really! If you get stuck on releasing content, keep in mind that every post you make is a test of effectiveness. It won’t be perfect the first time, and it won’t necessarily be original, but it WILL help you find your audience more than radio silence.The Community Aspect - Are you seeking influencers, or are you seeking community? There are plenty of people with influence who have interns making their content, but there are also plenty of businesses that are creating content, educating, and building community. It’s the latter that will build the community you need to thrive. Open Communication - If you’re questioning if something is out of your realm, or if a piece of content may be perceived as inappropriate, ask! Open communication produces relevant feedback and offers a very important perspective for your work moving forward.SKILLSETS:
Building a Following - Companies are making the transition to authority building on social media. Even more so, workers seeking executive roles are also taking the “influencer play” into consideration as they build both their corporate and personal brands. Tim predicts that those who work on their brand will succeed in commerce.Post Twice a Day - Algorithms aside, your social media is a tool that needs to be nurtured, and those who stick with posting twice a day are likely to see their social nurturing rewarded. And NEVER discount the benefit of active engagement with comments on any content you post!\Long-Term Consistency - Critical thinking, reaction to feedback, and intentionality all play into your success as a content creator. Are you open and willing to change? Are you able to find ideas and connect the dots? You might not know, but sticking to a consistent schedule and setting goals will get you there. The Big Picture - As an executive, are you in tune with your goals? In the creator landscape, do you understand the importance of non-revenue generating content, and what it means to keep at the top-of-mind of all potential customers? Evaluating the big picture as a corporate leader, especially in the influencer era of marketing, is crucial to aiding the success of all marketing campaigns.TOOLSETS:
LinkedInTikTokVideo ProductionPodcastsCell PhonesCapcut (Video Editing)Apple Notes AppGongRESULTS:
Before taking action, Tim found himself watching LinkedIn and TikTok content that took a unique twist on user engagement, leading him to the unique production style that he implements today. From his perspective, being an influencer is not just about authority, it’s about building community and keeping consistent.
Since assuming his position at Directive, Tim has overseen over $500,000 in new business revenues and over $1 million in the pipeline. As we can all imagine, that doesn’t come easy. By focusing on an influencer mindset, Tim has also actively been able to pull in potential customers because of his Tiktok, LinkedIn, and Podcast presence.
The benefit? Being noticed by content from enthusiasts and customers alike produces a tremendously positive outcome that, despite being financially intangible, puts Tim lightyears ahead of similar companies who don’t put in the effort.
A bit more about Tim:
Tim Davidson is the Senior Manager of Digital Marketing at Directive Consulting, a performance marketing company designed for the tech industry. In 10 years, Directive has generated over $1 Billion in revenue for its clients, largely due to leaders like Tim championing their teams and the influencers they partner with.
Tim is an advocate of personal brand-building — his unique approach has amassed him over 11,000 LinkedIn Followers and 3,200 TikTok followers. Many may recognize Tim for his B2B-focused sketches and his incredibly popular Exotic Fruits video series, where he samples exotic fruits while offering vital information for B2B Marketers.
Connect with Tim:
https://www.linkedin.com/in/tadavidson41https://www.tiktok.com/@the_tim_davidsonhttps://www.youtube.com/@TimdavidsonConnect with Mike & Gaby @ Proofpoint Marketing:
Mike’s LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/Gaby’s LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llcProofpoint YouTube Channel: http://bit.ly/ProofpointonYouTubeProofpoint Marketing Website: www.proofpoint.marketing
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How much weight are you putting behind your branding? Is it the core of your marketing, or are you hoping that your product speaks for itself? Branding is a time-consuming process, and many companies don’t have the budgets or teams to successfully manage branding efforts. However, that doesn’t change the fact that branding is an investment into your product’s effectiveness in the global market.
Today, we speak to Lauren Lynch, the Director of Marketing at Set Solutions, a Houston-based cybersecurity consulting company, on her approach to branding and building awareness, and thriving within the parameters of small teams.
Are her strategies replicable? Can Lauren’s tactics apply to your business?
Let’s get started!
MINDSETS:
The DIY Approach - When Lauren first started with Set Solutions, there was a clear, established goal to build a podcast, but it wasn't “all engines go” from the start. During the 2020 lockdown, Lauren & Set Solutions turned their attention to the podcast with much more enthusiasm. Their DIY approach led to some stumbling and mistakes along the way, but they kept with it, and it evolved into the effective marketing tool they have today. DIY will always get you further than you think— just trust the process. Choosing Your Format - There are many specialized podcasts, so how can yours be used effectively? First things first: you need to choose your format. For Lauren, this meant looking at the entire cybersecurity industry and recognizing that, with so many current events to be discussed, a news-style format would work best for the podcast.Explore Alternative Funding - Should only marketing revenues be used to fund marketing opportunities? Not when there are alternatives! Get creative with your funding efforts — crowdfunding is always an option, but for Lauren, it was co-branding and channel marketing funds (usually used for events) that worked as a catalyst for podcast development.SKILLSETS:
Value Propositions - Gathering channel partners to fund a podcast wasn’t easy, but it was necessary. For that reason, Lauren worked hard and came prepared to meet-ups by providing pricing sheets with dollar amounts tied to podcasts, webinars, and other forms of digital media. Establishing value (and results) played a large role in making channel partners comfortable with the venture.Don’t Devalue Google - Don’t know something? Look it up! This isn’t a “fake it ‘til you make it” industry. It’s important to go and learn what you don’t know ASAP — and that’ll help you gain a lot more skills than faking it.Podcast Distribution - Distribution can make Production feel like a walk in the park. Finding a partner in the field that can get your podcast onto the major platforms & automate the process for you is just as important as finding your next guest.TOOLSETS:
Podcasts & Equipment (Lighting, Cameras, Microphones, Sound Dampening Boards)GoogleAdobe Creative SuiteAI ToolsBuzzsprout (Podcast Hosting)RESULTS:
Lauren sees the majority of her results from LinkedIn Livestreams (though not in real-time — viewership tends to grow after the podcast is complete). Effectively, these results are coming in the form of engagement, and as we all know, more engagement means more visibility, and visibility is crucial for branding. It gets trickier when it comes to trackability — after all, channel partners want & deserve tangible results. For this reason, Lauren is pivoting to include paid ads campaigns in her podcasting efforts so that Set Solutions can determine where podcast viewers are coming from, and their qualifications as leads. So long as these metrics add value, Lauren looks forward to continued success with her partners in the podcasting space.
A bit more about Lauren:
Lauren Lynch is the Director of Marketing at Set Solutions. After a 7-year stint in the restaurant industry, Lauren pivoted to IT marketing and operations with astute management and customer service skills. With Set Solutions, Lauren leads a team of dedicated marketers through key innovation, brand management, advertising, and research projects. Starting as a Sales Communication Manager in 2019, Lauren assumed her current position as a Director of Marketing in 2021.
Connect with Lauren:
https://www.linkedin.com/in/laurenandruslynchhttps://www.linkedin.com/company/setsolutionsinc/https://www.setsolutions.com/category/podcast/Connect with Mike & Gaby @ Proofpoint Marketing:
Mike’s LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/Gaby’s LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llcProofpoint YouTube Channel: http://bit.ly/ProofpointonYouTubeProofpoint Marketing Website: www.proofpoint.marketing
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What’s your philosophy? Is it kindness, excellence, tenacity, or a mixture of multiple ideologies?
Whatever your philosophy, how does it apply to your business, and better yet, your position as a leader? Philosophies curate your environment, in that how you choose to lead may greatly help or hinder your efforts in your business operations.
In this episode, we welcome CMO & Go-To-Market Advisor Jamey Heinze to the Master Marketer Show! One look at his resume, and you’ll understand why we’re so thankful to have fit into his schedule for a thoughtful discussion on the philosophies behind effective, results-driven marketing leadership.
Let’s get started!
MINDSETS:
The Tom Sawyer Approach - Early on, Jamey recognized the motivators for success largely rested around diplomacy – something he considers “80% of the battle.” With that comes the genuine authenticity required to encourage others to take part in initiatives that may not be fun, but will be effective. Marketing is Fun! - Jamey often reminds himself: you only get to live this life once. Smile, make a joke, and have fun! Marketers aren’t surgeons - mistakes are okay, and the journey is bound to make you a better marketer as long as you stick with it.It’s Not a Science - Automation has its place, but many of the intricacies of marketing aren’t yet replacing the standard worker. Approaching marketing from a holistic approach — one that lifts the uniqueness of workers, and aids in the balance of metrics and authenticity. Live Your Core Values - Did you attach core values to your company? You best be implementing them into every aspect of your business. A poster on your wall isn’t enough - team members need to see their leaders walking the talk.SKILLSETS:
Communication & Expression - A good project manager, to Jamey, comes with a person who can write — in his journey, Jamey found that C-Suite and Executive leaders may not have the time or the skill to write, and people who hold excellent communication skills have an upper hand in the industry.Risk as a GTM Strategy - Consider this: with the many AI software options that have come out over the years, why is ChatGPT on everyone’s mind? In their GTM strategy, they made the initial software free to users. That was a risk, considering AI software of the past used a subscription strategy. Risk, when done wisely, gets you noticed.Empathy - The cultural component of your brand becomes more and more important as you take on leadership roles in a business. “360 empathy,” as Jamey calls it, implores leaders to find an empathetic structure so that everybody in a company is on the same page regarding what they need, and what distinct competencies will fulfill those needs.Driving Revenue-Focused Opportunities - What makes it easier for executives to spend money on marketing initiatives? RESULTS. Single out what’s working and move forward with it to prevent waste and open up larger opportunities for your brand.TOOLSETS:
The Responsibility Assignment Matrix (RACI)Pivot TablesCRMAutomation ToolsA/B TestingRESULTS:
A company (and its leadership) thrive in spaces where its intentions are made clear, and most often intentions are made clear by solid, easy-to-understand core values. Jamey advocates for big and bold icons for core values. Much like a brand logo, core values must be easy to identify. Work is work at the end of the day, but marketing work leaves room for innovation, exploration, and fun, and a company that abides by core values by displaying them prominently every day is bound to see its workers succeed at a much greater rate. Authenticity is key, though, and if you feel like you’re “faking” through developing core values, it’s time to reconsider.
A bit more about Jamey:
Jamey Heinze is the CMO and Go-To-Market Advisor for HUVR and Waterloo Data, as well as the Go-To-Market Advisor for Five By Five and The Cortado Group. If you’re surprised by Jamey’s busy resume… don’t be. With a lengthy career in marketing, Jamey has mastered leadership and earned a prominent position as a thought leader in the industry. With a career that started in sales with Xerox, Jamey quickly learned about the different types of motivations that go into any business department and has since used that knowledge to continually improve his efforts and the efforts of those around him.
Connect with Jamey:
https://www.linkedin.com/in/jameyheinze/https://twitter.com/jameyheinzeConnect with Mike & Gaby @ Proofpoint Marketing:
Mike’s LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/Gaby’s LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llcProofpoint YouTube Channel: http://bit.ly/ProofpointonYouTubeProofpoint Marketing Website: www.proofpoint.marketing -
We’re excited to welcome Ashley Estilette to the Master Marketer Show! As the Chief Marketing Officer at Mitratech since 2021, Ashley has overseen some of the most transformational workplace moments of our lifetime.
With the effects of the pandemic still looming over many businesses, and many companies continue to navigate the “in-office v. remote” discussions, one thing is for sure: it is more important than ever for leaders to actively listen and stay in tune with their teams, AND to evaluate the needs of potential hires.
In this episode, we discuss culture shifts and effective business leadership as the possibility of a recession continues to loom over businesses across the world. How does a leader effectively lead the charge as pressure mounts, and what does that mean for their teams?
Let’s get started!
MINDSETS:
Understanding Your Culture - What is the culture you want to build for your company? Many companies are recognizing the shift to remote work as a necessity, which can LARGELY reshape recruiting efforts. Understand the culture you want to portray, and own it — authenticity is SO important.Intentional Leaders - Remote work pushes “water cooler talk” to extinction. So… how do you keep your team engaged? Active leadership, and celebrating wins of any caliber, keep even the most unconventional of workspaces engaged.Transparency - If your company is fast-paced, be forthright about it in the application process. Get to know your applicants, and get granular on their interests. Understanding their motivations and their ideal work environments will help develop that symbiotic relationship that workspaces need; remote work may not be for you, and that’s okay!Navigating Meetings - While not always the case, companies who made the shift to remote sought to use meetings as a means of control. It’s not EXACTLY that beneficial. Rather, two team members may be better served to work concurrently in a live document. Meetings are NOT the end all, be all of the remote work.Trickle Down Information - If you’re responsible for attending board meetings, it’s SUPER important to trickle that information down to your team, both for transparency and motivation. And if the board is happy, celebrate your team!SKILLSETS:
Speed and Agility - Sure, speed as a skill makes more room for tasks, which if effective leads to revenue — like the urgency in certain salespeople. It’s harder to coach. Too much speed, as we all know, can lead to its own trouble, like sloppy results. Controlling the Calendar -TIme maintenance is, in itself, a time suck – time blocking and scheduling is just as crucial as performing your tasks, and in the autonomous world of remote work, proper time management can be one of the most important keys to success.Leading by Example - Above all, don’t be a hypocrite - As leaders, we want to instill good practices in our team, but if we don’t practice what we preach (like time blocking and sticking to a schedule), your team may not feel as empowered.TOOLSETS:
Calendars & Time-Blocking SoftwareEmail Live Documents Like Google DriveTeam Chats like SlackTeam Happy HoursMentiMeter (Anonymous Q&A’s)RESULTS:
For Ashley, keeping her team in the know on initiatives, successes, and failures has been tantamount to her success as a leader. When a board of executives is excited about a new initiative, she shares that excitement with her team. We are creatures of reward, in that we like to see positive results from our hard work. Ashley has been cognizant of that for her whole career, and it’s brought her to where she is today. With the remote environment unintentionally leading to some levels of isolation, it is more important than ever for leaders to trickle down as much information as possible so that regardless of the economic situation looming over many businesses, team members will continue to see the value of their work at a larger scale.
A bit more about Ashley:
Ashley Estilette lives, eats, and breathes leadership. She has been a champion of her teams and prides herself on the “Workplace Rally Cry,” an intentional mindset of celebrating her team’s efforts. By her admission, she is “energized by people,” something that is clearly established in this week’s episode. Ashley has been the Chief Marketing Officer of Mitratech, a software development agency designed to empower corporate legal, risk & compliance, and HR professionals to maximize productivity
Connect with Ashley:
https://www.linkedin.com/in/ashley-estilette-3a6b4320https://www.linkedin.com/company/mitratechConnect with Mike & Gaby @ Proofpoint Marketing:
Mike’s LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/Gaby’s LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llcProofpoint YouTube Channel: http://bit.ly/ProofpointonYouTubeProofpoint Marketing Website: www.proofpoint.marketing
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Ah yes — the influencer. From the dawn of social media, influencers have long held the ability to connect brands to viewers and convert viewers to buyers. And so often, it looks effortless. However, what’s happening is a well-constructed narrative that, when done effectively, can authentically shift consumer perspective. How are influencer relationships maintained, and how can you collaborate with them most beneficially — particularly in unconventional industries?
In this episode, we sit down with Eddie Saunders Jr., former Demand Generation Manager for Flex Machine Tools and current Sr. Content Strategy & Demand Generation Manager at Norgren, for an insightful conversation on how to inject fresh, new life into your marketing efforts and maintain a positive influence in marketing spaces.
Let’s get started!
MINDSETS:
The Direct Line of Attention - Consider fishing: you can check the pond, or you can go find the “sure thing” that another fisherman sends you too. The same goes for marketing; finding the users that produce qualified attention will have a huge impact on your awareness efforts.H2H - Flipping the B2B and B2C mindset to understand that, at the end of the day, marketing is a human-to-human interaction. Eddie immersed himself in the human experience as a way to expand his worldview and improve his marketing ability. Taking an empathetic approach opens opportunities to strengthen business relationships.Actively Avoiding Selfishness - Recognizing that the most important part of marketing is relationship building. Bonds aren’t built overnight, but the crucial work of relationship management played a large role in Eddie’s success as a leader.Making Noise - Keeping current plays a large hand in maintaining an audience. That includes taking risks, trying, failing, and trying again. Importantly, the noise attracts an audience, and those who like your noise are prepared to stick around so long as you’re making it. The Buddy Branding System - Synergistic collaboration — a kind that benefits both sides of a relationship, curates a mindset that expands creativity, and mutually helps participants expand their audiences and mindsets in the process while restricting the amount of work an individual needs to do to a tangible level. Enjoying the Laughter - Laughter is a joyous activity that can benefit your mood, even during tough decision-making. In business interactions, keep the atmosphere as lighthearted as is appropriate, and it can help keep professional settings a lot more positive. Gravitating Towards Expertise - Eddie may be a prolific communicator, but his penmanship? That’s a different story, and that’s OK. Gravitate towards what you’re good at, emphasize what you’re good at, and spend some time working on what you’re not so good at.SKILLSETS:
The Human Decision-Making Process - Having a grand understanding of human interaction — with emphasis on why humans even make decisions — will make you a better thought leader.The “Them” Focused Framework – We learn about ourselves quite easily, so changing the framework in professional settings to emphasize the “other” in any situation — particularly potential business partners — reflects positively on any empathetic efforts.Strategic Experimentation - Content decisions may not only be focused on likes or views, but data plays a large role in any testing process. Open eyes, open ears, and general curiosity in content creation will yield results that can be replicable for your business over and over again.TOOLSETS:
PodcastsOpen CommunicationVideo Buffer (Social Posting & Analytics)MailchimpConstant ContactCanvaRESULTS:
With Flex, Eddie was able to track 4 million impressions across Flex Machine Tool’s major social media platforms — 95% of which came from organic traffic. Focusing on influencers afforded Flex over 1.6 million views — results that you may otherwise have had to spend tens of thousands of dollars for. Eddie had set a goal for 2 million impressions by the end of 2022, but after seeing initial results expected to double that goal by 2023 — all with no ad spend.A bit more about Eddie:
Eddie Saunders Jr. considers himself a thought leader by strategy and by design— one who sought out and worked on the importance of scaling influence. With a background in theater, Eddie quickly found success in the industry of attention and has closely aligned himself with influencers at the most successful level of his career. Starting with a career in sales, Eddie quickly progressed as a Brand Development Manager, to hosting the Flex & Friends Podcast, and finally his current position as a Sr. Content Strategy & Demand Generation Manager at Norgren.
In his free time, Eddie acts as an event MC, and manages his fitness and fatherhood Instagram page “The Flexing Father.”
Connect with Eddie:
https://www.linkedin.com/in/eddiesaundersjrhttps://www.instagram.com/theflexingfather/https://www.linkedin.com/company/norgrenConnect with Mike & Gaby @ Proofpoint Marketing:
Mike’s LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/Gaby’s LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llcProofpoint YouTube Channel: http://bit.ly/ProofpointonYouTubeProofpoint Marketing Website: www.proofpoint.marketing -
How does one become a prolific content creator in the e-space? On top of that, what is the purpose and the impact of an Elevated Resource Planning (ERP) firm?
This week, we’re changing pace as we speak to an expert outside of the marketing realm — but one whose efforts are crucial to the success of marketers in the digital space. Sam Gupta, the Principal Consultant at ElevatIQ, joins us to talk about his experience in the technical professional services space, the impact of building professional & personal relationships, and how his experiences have impacted his decisions as a content creator.
Let’s get started!
MINDSETS:
Valuing Your Journey - Sam’s career path took some unique turns and, like anyone in the industry, success may not necessarily be replicable. Your journey isn’t always going to line up with the companies you aspire to, and that’s OKAY. Find what makes YOU unique.Trust (and lots of it)- A critical component of dealmaking is recognizing who you’re making deals with, and if they belong in your professional space. Working hard and committing yourself to gaining credibility will go a long way in your career efforts.The Effort Threshold (a.k.a the “Path of Least Resistance”) - When starting from the bottom, consider the tasks you can accomplish with the least amount of effort and investment with the most beneficial impact. A blog-writing strategy, for example, added credibility to Sam’s work, but it wasn’t a task that came naturally (at least at first).Relationship-Building - While success may not be replicable, it can be discussed! Reaching out to connections you aspire to be like (In Sam’s case, high-profile LinkedIn Influencers) and building those relationships both expands knowledge and establishes a support system.Acknowledging Past Results - As a service provider, keeping track of good & bad results (with clients or content) sets the stage for future success, and strengthens the learning curve.Symbiotic Relationships - From a zoomed-out perspective, sales and marketing are both sources of content, and when joined together can create an ongoing cycle of content ideation and development. Content Volume - Where is your content most optimal, and how frequently is it consumed? Being aware of the venues for your content plays a large role in your content’s success; frequent podcast episodes may be more beneficial than frequent YouTube videos, or vice versa.SKILLSETS:
Do Your Research - Set yourself up for success in any content-focused relationship by understanding a potential partner’s background prior to meeting. As Sam puts it, “I need to do enough research so I am able to talk with people, I am able to talk their language, and I am able to meet them comfortably when they are working with me.”Delegation - Finding collaborators who are able to “be their own boss” ensures a trusted partnership that allows them to take the lead on certain tasks so you can step in and provide input only when necessary. Defining the Target Market - Getting ahead of content production and recognizing who content is for to begin with sets the foundation for more relevant work to be done (and for it to reach the right people!).Keywords, Keywords, Keywords - Are you using the words that people are searching? Connecting your content to rankable search items plays a role in content visibility and how it resonates with any given audience.Multi-Channel Strategies - When you’re making a piece of content, it shouldn’t always stop at a specific channel; for example, TikTok posts could (and should) find their way to YouTube Shorts. What gets 20 views on one channel may go viral on another. ALWAYS track performance, and the channels your competitors may be using to get a competitive advantage.TOOLSETS:
Google TikTokYouTubeLinkedInCanva (Graphic Design)Adobe Creative SuiteSlackCRM SoftwareRESULTS:
From the start, Sam sought out opportunities to deliver content to an ideal audience. However, success doesn’t happen overnight. Putting out content and tweaking based on results was key to his success, as it allowed him to seek out and address any content pitfalls. Sam went from 0 inbound traffic to inbound being the “bread and butter” for his content, and that didn’t come without thoughtful testing and tweaking of his output. This has led to more qualified inbound leads for Sam’s business, and ultimately a much more connected audience.A bit more about Sam:
Sam Gupta began his career as an expert in B2B sales, and is currently the Principal Consultant of ElevatIQ, an independent Elevated Resource Planning and Digital Transformation Consulting firm. Using a Vendor-Agnostic approach, ElevatIQ works tirelessly to define enterprise architecture using ERP, eCommerce, and other technological resources. In his career, Sam has mastered business process re-engineering and IT enabled business transformation, bringing partnering businesses modern success.
Since 2020, Sam has also hosted WBSRocks, a podcast series dedicated to a unique holistic approach for business systems and technology.
Connect with Sam:
https://www.linkedin.com/in/samguptausahttps://www.linkedin.com/company/elevatiq/https://www.linkedin.com/company/wbsrocks/Connect with Mike & Gaby @ Proofpoint Marketing:
Mike’s LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/Gaby’s LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llcProofpoint YouTube Channel: http://bit.ly/ProofpointonYouTubeProofpoint Marketing Website: www.proofpoint.marketing
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Brand vision, hard work and “a-ha moments” all play into the success of an early-stage tech startup. But how does a company thrive in the early stages when a vision exists, but the solution is not so clear? In this week’s episode, we welcome Melissa Moody, Co-Founder & CMO of Gated, to outline Melissa’s unique journey of category creation while concurrently building a product for the digital market, as well as what it takes to shape consumer behavior with those products and to get consumers talking in a way that benefits your marketing efforts.
Let’s get started!
MINDSETS:
Enjoy the Scrappy Approach - When launching an entirely new product with no marketing budget and a small team, it’s crucial to approach your work with a fun, positive perspective, as opposed to worry or futility. Finding joy in “controlled chaos” is the name of the game.Heightened Risk Tolerance - Innovation doesn’t come easy. No matter the size of your team, you need to have high risk tolerance in order to do innovative things. Looking at what you’re NOT doing as an opportunity cost, and being okay with what you’re not doing, is just as important as what you ARE doing with your work.Mindfulness of Team Size - Workers anticipating a large marketing team may be unhappy when their team is smaller, and vice-versa. Understanding your tolerance in the workspace for concepts (like the speed at which you need to work) is a crucial component of your success with any size team. If you prefer a slower pace, a small team may not be for you, and that’s okay!Empower Customers & Get Them Talking - What does it take to put your product benefits into the customer’s words? Understanding the humanity of a product or service plays a large role in being able to translate its benefits into words that the customer relates to. Going the extra step to actively listen to how consumers talk about your brand, and using that language in your marketing, can be even more effective than coming up with your own language.SKILLSETS:
Active Listening - How does a company empower its advocates? Curating ideas through careful thought and mindful, active listening is an important place to start. Decisiveness - When you’ve heard enough, it’s time to take action! Eliminating the “Could Have/Should Have” mindset in decision making makes your leadership much more effective. Leveraging Your Network - Melissa maintains what she calls the “Concentric Circles of Influence.” Keeping tabs on the groups you’re affiliated with, and how to use those groups in a progressive and effective manner. Advisory groups with varying levels of focus ensures you receive support for any given taskMaximize Impact - Focusing on channels based on your goals and going where your target users are plays a large role in the success of your strategy.TOOLSETS:
Slack (Team Communication)CabalAirtable (Project Management)Typeform (Forms and Surveys)LinkedInTwitterAnalytics Tracking SoftwareRESULTS:
At the start, Gated had virtually no product to market and 100 beta users who Melissa’s team had listened to closely for one year. For Melissa, showing up with a strictly organic approach from the start (i.e, not rushing the consumer to use Gated or utilizing paid ads) and educating potential consumers on Gated’s benefits led to roughly 750 signups in its first day, and 300,000 impressions on social content. For Melissa, the “Lightning Strike” moment came from Gated’s initial widespread appeal on social media — particularly comments that the marketing efforts appeared like they were executed by a much larger team.
A bit more about Melissa:
Melissa is the Co-Founder & CMO at Gated, the self-proclaimed “noise-canceling headphones for your inbox.” Starting as a high school teacher, Melissa quickly transitioned to the marketing world; after a 14-year stint at Google (and many more mentoring startups and advising investment funds), Melissa jumped to startup marketing strategy, where she works hard to grow world-class brands from the ground up. Melissa is also the host of the podcast "2 Pizza Marketing," a podcast designed for small-team marketers.
Connect with Melissa:
https://www.linkedin.com/in/melissammoody/https://www.linkedin.com/company/gated/Connect with Mike & Gaby @ Proofpoint Marketing:
Mike’s LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/Gaby’s LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llcProofpoint YouTube Channel: http://bit.ly/ProofpointonYouTubeProofpoint Marketing Website: www.proofpoint.marketing
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We’ve all seen the movies and TV shows about startups and the intense commitment workers are expected to have in order for the business to thrive. However, what does it mean to work for a “visionary,” and how much of a voice should you have in the process of building a startup? In this week’s episode, we welcome Carter Severns, Vice President of Marketing at Place, for a chat on the unique workflow challenges presented when working in a startup, as well as the opportunities to establish leadership and when you should outsource work to agencies to increase productivity. We discuss the importance of transparency when entering a new marketing role, and how to advocate for resources to substantially improve the efficiency of your team’s workflow.
Let’s get started!
MINDSETS:
Seeking Outside Validation - You have great ideas, but you need to back them up! Using examples of your proposal from outside sources, particularly ones that your CEO trusts, will gain their trust and afford you the opportunity to move your initiatives forward.Eliminating Risk - Risk affects both the buyer and the company. When purchasing a product or service, a buyer is seeking low risk and high reward. The same goes for the hiring process, ESPECIALLY when bringing in new executives. Eliminating or reducing the possibility right from the start can make for a much more rewarding experience.Knowing When to Outsource - The team you bring in depends on your company’s biggest obstacles. You may not have every skill set on staff, and that’s okay! Bringing in freelancers or gig workers while maintaining a high-level of quality is a cost-effective part of any startup’s strategy. Valuing Your Time - Never underestimate the amount of time Project Management takes. Checking in on project status, as well as updating people internally and externally, is a time consuming process that may take you away from physical work. The more people you bring in, the more time it will take to manage a project. The “Figure It Out” Gene - Startups do not often have the space for workers to learn or grow on the job. Initiative in off-work hours, like taking the time to train, certify, or build something on your own that you may not have been asked to do in the workplace, will help you to build tangible and beneficial skills to bring to the workplace. Keep ‘Em Satisfied - In the first 6-12 months of building a business, taking the time to figure out what’s exciting to your team opens up opportunities to thrive in the work setting. Staying in tune with your team (like asking them how you can assist in overcoming roadblocks) will keep them satisfied and at your company for longer.SKILLSETS:
Recognizing Weak Spots - Hires need to be self-aware enough to know when they are capable of a new task, and when it’s time to outsource. Even if your team hosts a particular skill set, ask yourself: is that the most efficient way for their time to be spent?Time Management - Are you tracking time, or do you trust your team to properly allocate their time to fit the needs of every project? With more remote jobs becoming available, proper time management plays a large component in your success with any company. As Carter puts it, “It’ll come to light pretty quickly if you’re not getting your stuff done.”Budgeting - When first interviewing for a marketing role, get a clear idea for the money that the team has to allocate time-intensive work to outsourced agencies. If a clear need isn’t established, you run the risk of doing everything yourself. Product Market Fit - Are the marketers in your organization able to explain what the company does? If not established, it will be VERY hard to explain that to the general public. Understanding what part of the “Product Market Fit” journey your organization is in helps to clearly establish the necessary workflows to make your efforts successful.Aligning Expectations - Establishing clear daily, weekly, monthly, and quarterly stretch goals will help any marketer determine if initiatives are historically attainable, or if it’s time to readjust the pipeline to e expectations.TOOLSETS:
Weekly Sales/Marketing Meeting Ongoing CommunicationLead Management/NurturingDesign PickleHubspotRESULTS:
As Carter puts it: “Marketing is NOT a silver bullet.” Marketing is a long-term investment that requires intention, transparency, and understanding. Some aspects of marketing are a long, slow burn that can take up to 6 months to see the benefits of. Being intentional and setting expectations from the start sets a very important foundation that leaves room for small wins along the way and big wins in time.A bit more about Carter:
Carter is the VP of Marketing at Place, a software development agency which supports SaaS businesses using Salesforce with Subscription and Billing operations. For more than a decade, Carter has committed his career to helping B2B, SaaS, and growth-stage companies by running their growth and marketing initiatives, leading companies like BizNet Software, Creative cave and OneDay as a go-to marketing expert. Throughout his career, Carter has been noted for his from-scratch marketing and go-to-market strategies, as well as his revenue-focused leadership for high-growth companies. Outside of work, Carter is an avid home chef, and has closely attributed the cooking process to the thought process he uses in marketing strategies: follow what works, and throw out what doesn’t.
Connect with Carter:
https://www.linkedin.com/in/carter-severns/https://www.linkedin.com/company/place-technology/Connect with Mike & Gaby @ Proofpoint Marketing:
Mike’s LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/Gaby’s LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llcProofpoint YouTube Channel: http://bit.ly/ProofpointonYouTubeProofpoint Marketing Website: www.proofpoint.marketing - Visa fler
