In-Ear Insights, the Trust Insights Podcast

In this episode, Katie and Chris revisit the essential basic B2B marketing metrics. They discuss the importance of metrics such as engagement rate, bounce rate, and conversion rate. They also talk about the sales funnel and how it is a tiny portion of the overall customer journey. Sign up to our weekly #email newsletter: https://www.trustinsights.ai/resources/data-in-the-headlights-newsletter/ Sub...

In this episode, Katie and Chris tackle content attribution. What is content attribution, and how does it differ from normal marketing attribution? You'll learn about two different ways to do content attribution and one way you can get set up and running right away. Sign up to our weekly #email newsletter: https://www.trustinsights.ai/resources/data-in-the-headlights-newsletter/ Subscribe to our Y...

In this episode, Katie and Chris tackle a question from a recent conference. An agency CEO asked whether or not a leader needed ego to be successful, particularly when they observed their competitors being bold and brash and also being more successful. Dig into our answers and find out whether ego is a help or a hindrance to your business success. Sign up to our weekly #email newsletter: https://w...

In this week's In-Ear Insights, Katie and Chris discuss content strategy for social media, especially the difference between performative and conversational social media content. Learn what the differences are, why they matter, and how you might want to approach your own social media content strategy. Tune in to learn more! Sign up to our weekly #email newsletter: https://www.trustinsights.ai/reso...

In this week's In-Ear Insights, Katie and Chris discuss market research capabilities. What kinds of resources should an organization allocate towards market research? How often should you be doing market research? What are the different kinds of market research? These questions and many more answered - tune in to find out! Sign up to our weekly #email newsletter: https://www.trustinsights.ai/resou...

In this week's episode, John and Chris talk about practical steps all marketers can take to prepare for one or more metaverses succeeding in a few years. What things should you be doing today? What foundation pieces should you have in place over the next few years? And what's a safe bet whether or not metaverses take off? Tune in to find out!   Sign up to our weekly #email newsletter: https://www....

In this week's episode, Katie and Chris look at the use of predictive analytics to forecast trends and learn when to put marketing campaigns into market. They examine some of the data around pumpkin spice season as well as other seasonal trends. Ever wonder when the best time is to put a seasonal campaign into market? Tuen in to find out!   Sign up to our weekly #email newsletter: https://www.trus...

In this week's episode, Katie and Chris tackle the question of how to determine if someone has a good attitude and aptitude for marketing, business, or any professional even if they don't have professional experience. The labor market is constrained for "hit the ground running" candidates, but the actual labor pool is much, much larger - and candidates like veterans, returning mothers, and other n...

In this week's episode, Katie and Chris walk through what big data analytics are. What criteria separates regular data and big data? What are the four Vs of big data? How do big data analytics play a role in marketing analytics? Why don't more marketers use big data and big data analytics to improve marketing? Tune in to find out! Sign up to our weekly #email newsletter: https://www.trustinsights....

In this week's episode, Katie and Chris talk about marketing measurement strategy. What is measurement strategy in the context of marketing? Why do so many marketers and especially consultancies and agencies mix up strategy, tactics, and execution when it comes to measurement? How should you think about your measurement strategy? Tune in to find out! Sign up to our weekly #email newsletter: https:...

In this week's episode, Katie and Chris talk SEO and how to deal with diminishing returns. What should you do when your efforts aren't yielding as much juice for the squeeze? How should you balance pillar content? What's the role of content recycling? Tune in to find out the answers to these questions and more. Sign up to our weekly #email newsletter: https://www.trustinsights.ai/resources/data-in...

In this episode, John and Chris discuss a roundup of the most commonly identified content marketing trends. Which trends are real, actual trends and which trends are simply recycled advice? What are the trends marketers are not paying attention to? Tune in to find out! Sign up to our weekly #email newsletter: https://www.trustinsights.ai/resources/data-in-the-headlights-newsletter/ Subscribe to ou...

In this episode, Katie and Chris discuss personal branding considerations and challenge the notion of what a personal brand is. Do you have to be the loudest person in the room? How do you build a personal brand without being perceived as arrogant and full of yourself? Tune in to find out! Sign up to our weekly #email newsletter: https://www.trustinsights.ai/resources/data-in-the-headlights-newsle...

Analytics is inherently rearward-looking, looking at what happened. Yet if we want to increase the value and impact of analytics, we have to look forward, to help plan. How do we do this? In this episode, learn 3 different approaches for improving the value of analytics. Sign up to our weekly #email newsletter: https://www.trustinsights.ai/resources/data-in-the-headlights-newsletter/ Subscribe to...

In this week's In-Ear Insights, Katie and Chris discuss the value of professional certifications. What are certifications like Google Analytics IQ, Hubspot Academy, Udemy, Coursera, and LinkedIn Skill Tests worth? Do they help you get hired? What do hiring managers think of them? Tune in to find out!   Sign up to our weekly #email newsletter: https://www.trustinsights.ai/resources/data-in-the-head...

In this week's In-Ear Insights, Katie and Chris talk through some of the latest data in marketing technology from Scott Brinker's MarTech 9000. How much marketing technology is too much? Do we really need hundreds of options for CRM software? What lessons should we take from all this data. Tune in to find out! Sign up to our weekly #email newsletter: https://www.trustinsights.ai/resources/data-in-...

In this week's In-Ear Insights, Katie and Chris discuss what to do when your metrics and KPIs go the wrong way. How do you diagnose your marketing operations and prioritize what to fix? What things are a waste of time? Tune in to find out!   Sign up to our weekly #email newsletter: https://www.trustinsights.ai/resources/data-in-the-headlights-newsletter/ Subscribe to our YouTube channel for more #...

In this week's In-Ear Insights, Katie and Chris review the basics of what server-side tagging is, why it's important, and how it works. Using Google Tag Manager's server-side edition as the example, we look at why companies like Facebook are pushing it so much, and what benefits - and hurdles - server-side tagging presents. Tune in to find out! Sign up to our weekly #email newsletter: https://www....

In this week's episode, Katie and Chris discuss recommendation engines. These seemingly straightforward pieces of technology control enormous aspects of our daily lives, from what we buy to what news we're exposed to. How should your marketing strategy incorporate recommendation engines, and how do you know when recommendation engines are at work? Tune in to find out! Sign up to our weekly #email...

In this week's In-Ear Insights, Katie and Chris discuss how artificial intelligence impacts corporate culture and vice versa. Learn about the two different types of organizations, use cases for AI in corporate management, and the hidden danger of AI and institutional knowledge in your corporation. Sign up to our weekly #email newsletter: https://www.trustinsights.ai/resources/data-in-the-headlight...

In this week's In-Ear Insights, Katie and Chris discuss whether AI and machine learning will imperil the career of the data scientist. What is data science, and how much of it can be automated and handled by machines? Tune in to find out. Sign up to our weekly #email newsletter: https://www.trustinsights.ai/resources/data-in-the-headlights-newsletter/ Subscribe to our YouTube channel for more #mar...

In this week's In-Ear Insights, Katie and Chris answer a listener question about proving the value of brand awareness. Sophie asks, "Our marketing strategy as a young startup is to drive sales, to try and make money. But how does brand awareness affect that? I could just run lead generation ads to try and get people to get bookings, but I know part of our marketing needs to be brand awareness and...

In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris talk about questioning and challenging marketing best practices. From the best times to send emails to how much curated content you should share on social media, sacred cows are on the table. Tune in to find out what other marketing best practices should be challenged in your marketing strategy. Sign up to our weekly #...

In this episode of In-Ear Insights, Katie and Chris discuss the impact of the Great Resignation on organizations and how marketers should be thinking about preserving institutional knowledge. How do you anticipate and protect your organization from unexpected (or expected) departures, ensuring you can still meet your goals and create the kind of impact you need? Tune in to find out. Sign up to our...

In this episode of In-Ear Insights, Katie and Chris discuss how to tell if a Google Analytics 4 implementation was done correctly, especially by a third party. What signs should you look for that things are set up for optimal performance? What are some warning signs to look for, even for the least-technical marketers? Tune in to find out!   Sign up to our weekly #email newsletter: https://www.trus...