Funnel Reboot

In digital marketing, we're all striving to do what works. Yet whether we're in-house or at an agency, we're basing our definition of what works on a small sample size. Honestly, none of us can zoom out far enough to the general traits of successful marketing. That is, unless you're someone who's tasked with measuring marketing data at the organization with the single-largest quantity of it on the...

Paul Roetzer graduated with a journalism degree from the E.W. Scripps School at Ohio University and a few years afterwards he founded Ready North (formerly PR 20/20) . In 2016 he founded the Marketing AI Institute . The idea for such an organization came from what Paul saw when AI began impacting his agency. He thought the only way marketers like him could work alongside AI would be by better unde...

In this episode I'm giving you the process that's used in my agency's work to get B2B companies onto Google's full analytics stack. This episode is split into two parts. Installing GA4 (from 1:30 to 10:45) – For the first third of this episode, I go through the steps that companies should follow to install GA4, including setting up streams, conversions and links to Google Ads accounts. Installing...

The funnel is dead. Long live the Persuasion Experience. That's the view of my guest today.  Alisha Conlin Hurd  did something that's rare for people  in their 20s by turning a side hustle into an agency that she co-founded. Their firm,   Persuasion Experience , works on marketing brands that require funnels  for lead generation, SaaS, and consumer branding. She shares experiences learned working...

We don't have the right to retain our visitors' information just because it's possible on the internet.  Complying with data privacy laws can be a confusing, stressful process. We help businesses embrace a new way of working with data, going beyond compliance to create a privacy-friendly strategy that builds trust with customers. Jodi Daniels is a privacy consultant. She founded Red Clover Advisor...

Designing Websites involves dealing with Domain Registrars, Hosting Providers, CMSs, Page templates and scripts that run forms. We haven't even mentioned the things visitors see like text, images and audiovisual assets. It's a lot.  My guest has set out to take the complexity out of all this. Knowing that we learn best when we're absorbed in a story, he rolled all his principles into a book geared...

People focus too much on posting content and not enough on asking what content they should post. We can easily get on a treadmill, writing about topic after topic. This results in treating everything as a fluff-piece, overlooking the power of content. And though this hyperactivity may look good on our status reports, and please the search engines, is that who really matters in this endeavour?   I'...

There is a lot at stake when Companies develop some technological or physical product. But they face an equally high risk in getting the product positioning right. Weak positioning can mean the difference between success or failure. When we don't have our positioning nailed, it's as if we're talking to someone who doesn't speak our language. And when they don't acknowledge us, we repeat the same m...

We humans are good at dealing with small numbers. So good, scientists have coined the word Subitizing to describe how we know small numbers as well as the back of our hand. The opposite is also true. We can't differentiate big numbers. We know that 10 to the power of 10 is bigger than 10 to the power of 9, but how much bigger? Even on hearing that they differ by a factor of billions, we stumble to...

William of Ockham - 1287 – 1347  was an English Franciscan friar, scholastic philosopher, and catholic theologian, born in a small village in Surrey England. He had a way of reducing explanations down to their essential core,  frequently and effectively showing that the simplest explanation of a phenomenon was usually the right one.   Ockham used this so much, his name has become associated with t...

In 1942 economist Joseph Schumpeter claimed at the core of our economic system was a "process of industrial mutation that incessantly revolutionizes the economic structure from within, incessantly destroying the old one, incessantly creating a new one."  He called it creative destruction Half a century later, Harvard professor Clayton Christiansen wrote in "The Innovator's Dilemma" that "By doing...

Email is a powerful medium. At minimum, it serves a company's need for transacting with vendors & customers, etc. But some companies go much further, putting it at the centre of their business. The author of today's book, has done this in three distinct businesses. How did he get there? Just listen to his story.  In his  primary school years, Matt Paulson played games like SimCity on his family's...

Our guest came out of university not knowing what field he was going to go into. But he managed to get an internship at ad agency Saatchi and Saatchi. From there he went to work on a variety of accounts, dream clients like Penguin Books, Budweiser and Sony PlayStation. He then settled into the online entertainment space working with goalpoker.com and jackpotparty.com. And in between that and some...

The best plan is not the most correct plan. It's not the one that requires barricading your door, working day and night for a week to write out. It's the one you stick to.  This logic can apply to diets, preparing a speech, training for competition, or keeping a New year's resolution. It can also be applied to one thing that is rarely fully implemented - a marketing plan. A great hack to overcome...

Back in the early 2000s Our guest was in the U.S. Coast Guard Reserve. That occupation was rocked by the events of  9/11, bringing him into  active duty service for four years, and eventually serving for a total of 20 years.  After doing a master's in marketing from Southern Illinois University, he felt he should put these skills to work for academic institutions, he went to work at  University Co...

If you've listened to this show, you know that I believe we can base all the marketing decisions we make on data. Janet Driscoll-Miller brings over twenty years of search engine marketing experience to Marketing Mojo and is considered a leading expert in her field. Janet has spoken at search engine and marketing conferences including Digital Summit, SMX Advanced, MarketingProfs B2B and Pubcon. Jan...

How would you feel if you picked up a book about work, and in the first few pages it tells you that one of the core principles your whole profession holds is flat-out wrong. In most cases, that would be grounds for slamming the book down and never going back to it. But when the book comes from the bestselling author of 10 books, you might read on and hear him out.  That's what I did with a 2021 bo...

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. If you have been to the eye doctor for near or far sightedness, the equipment that's likely been used to assess you is a phoropter. The part that's put in front of your eyes looks somewhat like a pair of glasses, but it branches o...

Change is the constant in today's Marketing. The firms that adapt to that reality will survive. Those marketing employers that hold to conventional practices like daily office commutes and spliffs like Starbucks gift cards won't survive this environment for long.  My guest Amanda Farley knows this very well. She is a marketer, performance strategist, and business success leader. She is VP of Growt...

No corporate function in B2B was impacted by the events of 2020 as much as sales. Salesforces had to reengineer themselves just to survive. We in marketing had better understand how these new sales dynamics are affecting us. My guest will help us do just that.  Rick Endrulat's passion for revenue generation began at Watcom, a spinoff from the University of Waterloo. He was there as it grew and was...

Is the Marketing Services Model Broken? My guest is calling BS on the state of agency-brand relations. Considering her qualifications in this space, it's worth hearing her out. Leona Hobbs joined global public relations agency Fleishman-Hillard right out of school. She worked on strategy across several sectors and rose to become a vice president there.  The 1990s and early 2000s had her working wi...

Big Data has a problem. It's not just its bigness; it's the rigidity of the databases that hold and that force us to make data copies. Resulting problems, from privacy to fidelity loss, are so severe, we should revisit the first principles of how databases are built. Let's be honest, if we could build our whole data infrastructure over again, would we do it differently?  Today's guest says we woul...

Stop me if you've heard this one before. You've taken on a marketing initiative that is finally going somewhere, and it's now time for management to see what you've done and approve more funds, or give you props for  all your hard work. But on presenting your data, you're only met with blank stares or nit-picking centred around how you put your data together.  What's going wrong when this happens?...

In its raw form, data's not worth much. If refined and put together with other data, it can be worth a lot. Here are well-known brands that built their value by creating a useful visual experience out of user-generated data: Glassdoor Nest Zapier Mint Robinhood Flipboard Ancestry GoodReads   This episode's guest will help us see what is possible once you have data in your hands. He grew up loving...

Marketers help buyers make choices. Marketers must also make choices. No matter who  we are, we inevitably must make choices. Join this special conversation about how tools can be incorporated into decision-making to help out the person who's on the hot seat.  Oz Gurtuna  has a Bachelors from Boğaziçi University, a Masters from International Space University and a Ph. D. from Concordia University....