Funnel Reboot

Video is the most persuasive medium there is. That's why Many of us are building our marketing programs around it. Inevitably, the wildcard that crops up when we have an idea for a video is what will it take to produce it? The answers to this are all over the map.  How much production value it takes is - as much as is needed for the video to produce your desired results.  The impact a video has is...

As my eldest son has been in university, he's worked part-time at a sporting goods store. The section he works in is the category-leader in the store - as you can probably guess - it's shoes. Need to admit that I'm not that into shoes.  I am fascinated by the conversations my son has with customers when it comes to shoes. They not only talk about the design features of a specific shoe. They also c...

For several years running, noted marketing expert David Meerman Scott would access all the corporate press releases captured by major wire services . These covered product launches, major client signings and other moments when companies would talk about what distinguished them from their competitors. He posted his analysis of all this data and, without fail, almost all of them chose the same words...

Our guest says that marketing  has a problem: "I think there's an over-reliance on people's opinions at the expense of creating a vision and sticking with it." and he claims this hurts our ability to build brands that get strong traction. Already a published author, he devoted his second book to this argument. The book's title is his plea to marketers: "Stop Listening to the Customer: Try Hearing...

Regardless of when you're hearing this, it's safe to say that you're running into content generated by AI. There is a lot of good brought by chat tools, but there's one thing we want coming through in our content - that is to sound human. What engages people is content with personality, content that evokes a response. And that's what today's guest will break down for us. When Alison Ver Halen foun...

We're ending our series on advancing analytics today. We'll focus on the software that, for many marketers, is at the core of this field: Google Analytics. It was introduced in 2005 as a read-only tool that tracked basic info on websites. The name has stayed the same over these last 18 years, but so much else of Google's technology landscape has changed: they have released many other tools:  Tag M...

Today we'll talk about automated marketing data pipelines for reporting and even activation. If that last sentence didn't make total sense to you, don't worry, our guest is going to tell us why we need it and how we can set out implementing it.  The place where Noah Learner got his start was on the island of Nantucket.  It's around 20km (15 mi) long, which is small enough that most visitors leave...

You have strategized and run a program with positive results, you would think that you simply show leadership your data and then you can sit back while they lavish you with praise. Not quite. If it isn't packaged right, it won't have that hoped-for impact. Remember Maya Angelou said 'people will forget what you said...what you did....but will never forget how you made them feel.' That feeling is c...

John Thompson is the author of the 2020 book Building Analytics Teams , and a 35-year technology executive in the fields of data, advanced analytics and artificial intelligence (AI).  He is Global Head, Artificial Intelligence (AI) at EY.  John was an Executive Partner at Gartner. He was the global advanced analytics and AI function at  biopharmaceutical company CSL Behring, where he led an analyt...

Disclaimer:When I bring technology vendors on the show, you should know that they are not sponsors or affiliates. They're simply here to give you a broader perspective. Puneet Gangrade is a Customer Success Engineer, an active amateur soccer and badminton player and a resident of New York City who originally hails from Indore, India He works at Habu, a data clean room software company, with the go...

This is the fourth part of our series on Revenue Ops. Chris Hummel is a Managing Director of the Revenue Enablement Institute .  He has been fortunate to hold numerous executive and c-level roles, including serving as the Global CMO at two Fortune 500 companies. While leading sales, product and marketing teams at world-class companies including Oracle, SAP, Schneider Electric, Siemens, United Rent...

This is the third in our series on Revenue Operations, which also gets called Marketing Ops, or if you prefer, Mops.  Our guest grew up on the west coast and received his degree from the University of California at Berkeley.  Over the course of his 20 year professional career, Vito Mazzarino has been both a company owner and an employee brought in to help with Marketing and Business Development. W...

This is the second episode in our Revenue Ops series.  As Partner and Chief Strategy Officer of The Pedowitz Group , Dr. Debbie Qaqish has helped marketing teams drive revenue growth, foster customer centricity and lead digital transformation. With a focus on revenue operations, the customer experience and a personalized, omni-channel marketing mix, Dr. Debbie has established herself as a thought...

Sales has been around forever. But how long have we had marketing? In North America, it's the late 1800s and  early 1900s.  You'd get an idea of what they were focused on by reading the journal of the US agricultural economics Bureau. In it, they chronicled the 1937 annual meeting the National Association of marketing officials (You may know it by its current name, the American Marketing Associati...

We spend a lot of time demonstrating who our company is built around. We leave an open chair for them in board meetings. We put notices on the footer of our website, We provide automated feedback mechanisms so we can gauge how they feel, and when we hold in-person events or trade shows where they appear, we make every effort to give them swag and confirm their upcoming purchase plans (hopefully, b...

Let me run a scenario by you: I want you to have something I'm not finished making, and I'm not going to let you buy it, but I will let you pay to use it. and you will continue to pay me over time to use this thing that I continue to work on. And while you use it, I will get to see what you're doing with my product. And I'll use that information to figure out how I can sell you new things. It does...

This is the last episode we're covering in our series around product marketing books. The books in the three previous shows gave foundational advice that would benefit any product manager or  product marketing manager in their career. But there's a single vertical that has idiosyncrasies setting it apart from other industries, and you should know about them if you're going to market these kind of...

Product Marketing Managers go through trying times, but possibly the moments where these stresses are most concentrated are when their function is initially being formed, and of course when a new product is being launched. Key decisions are made at these times, and they are extra stressful when you have to make those decisions in a vacuum, without a formulated strategy to guide its development.  ...

Unicorn, Incubator, Angel, Seed round, Pitch deck, CAC & CLV. These are all buzzwords used by startups.  There is one word that's used in startup culture which, unlike the buzzwords, is grounded in reality. Its methodology nudges them to design products that fit the dire needs of the early adopters, and then ride a wave of growth as the wider mainstream market adopts it.  We call this methodology...

This episode is the first in a series on product marketing. In my opinion, this is one of the toughest roles someone can have in a company. As its two-word name suggests, it sits in no-mans land between other well entrenched corporate functions. Yet, to get external clients to fall in love with what you make, you've got to have good product marketing.  As squishy as the concept of Love is, it's wh...

Here is a look back at marketing trends, as seen by 19 of this past year's guests. What they feel is most important in marketing and where they think we're going next. Five key themes of 2022 that will carry into 2023: Analytics is Everywhere Translating data into revenue dollars Recasted relationship with Sales Doing More with Knowing Less (privacy concerns) Things made possible by AI For info on...

My guest, after receiving a degree in psychology, worked as a barista at Starbucks and a local high-end hotel. In a conversation about career paths with the hotel's HR manager, she heard about the British Columbia Institute of Technology 's two-year co-op and classroom-based marketing communications programme. She enrolled.  Her first co-op internship was with a start-up automotive marketing compa...

Darryl Praill is the CMO at Agorapulse where he leads a global team of 40. Prior to that, he held executive roles with companies like SAP, IBM, Kinaxis, Airbus and VanillaSoft. He has consulted for AC Nielsen, Salesforce.com, UBM and Tweed. He is also a speaker at keynotes and on podcasts (which at last count runs into the hundreds).  You become convinced after hearing Darryl, he has a commanding...

We had to see it coming. We marketers have been getting more and more data. From on-premise CRMs and site logs in the early days, then marketing SaaS products and API calls that pipe data in all directions, there's data everywhere. It goes without saying that we need help making sense of all this data. Most marketers wouldn't consider themselves natural statisticians. Enter the analyst, who knows...

As Google's  Chief Analytics Evangelist, Kevin Hartman  is responsible for leading the design, implementation, and evolution of programs and approaches that help businesses around the world realize the opportunities presented by data.  Kevin has a proven track record of building large, global, high-functioning analytics organizations from scratch and deep experience in leading large profit & loss...