Funnel Reboot

In fall 2020, Google released version 4 of their Google Analytics tool (here is the official announcement of GA4 ). Despite its description as a new version, this is actually a brand new product. In fact, it's part of Google's switch to a whole new technology stack, and the ripples of their move extend to the remotest corners of a marketer's world. What do you need to know about GA4? For one, it h...

A lot of attention is given to the largest ad platforms (Google/YouTube and Facebook proper, along with Instagram & WhatsApp) - eMarketer says this duopoly accounts for two-thirds of all digital advertising. If you include Amazon, whose market share is somewhere in the teens and should be in the 20s soon, over 80% of all the money paid to reach buyers is spent on three platforms. Does it make sens...

You're looking at a screen that's empty, aside from a little box that you type or talk onto. A zillionth of a second later, you see all that the internet has, relating to what you entered.  We're talking about search engine results pages and though they may seem to simply fetch information, there's a whole lot that we marketers need to know in order to appear there.  I want you to listen as he exp...

We're going to talk about mistakes today. I mean, today we're going to talk about mistakes. They're so ingrained in our present-day world, we even expect them in depictions set in the future. If you watch Star Trek you'll know that anytime they beam down on an away mission, something's going to go wrong and usually someone wearing a red shirt won't last until the end of the episode.  Beyond hearin...

A simple marketing model goes something like this: We have a product that solves a problem; a buyer who has that problem finds us, decides it's a fit and a sale happens. Right? Sounds great! But it puts some big expectations on a buyer: that they can feel their unmet need, their problem  That there's a well-known product category for out there and that they can find the vendors  That they can pred...

Are colleges and universities keeping up with the changes in marketing? To answer this question, Prof Scott Cowley of Western Michigan University surveyed 529 US University marketing programs . Here are the results: out of all higher education institutions that teach marketing, 27% do not offer a single digital marketing course. Of those that do have digital in their curriculum, half of them offer...

This is part of a series on how to structure a growth team, in particular the marketing resources that generate sales leads. Every resourcing model along the in-house to outsourced spectrum was covered in the four-part series, with each guest giving their take from their respective position as an internal or external resource. Their views are here in these episodes as well as in a webinar hosted b...

This is part of a series on how to structure a growth team, in particular the marketing resources that generate sales leads. Every resourcing model along the in-house to outsourced spectrum was covered in the four-part series, with each guest giving their take from their respective position as an internal or external resource. Their views are here in these episodes as well as in a webinar hosted b...

This is part of a series on how to structure a growth team, in particular the marketing resources that generate sales leads. Every resourcing model along the in-house to outsourced spectrum was covered in the four-part series, with each guest giving their take from their respective position as an internal or external resource. Their views are here in these episodes as well as in a webinar hosted b...

This is part of a series on how to structure a growth team, in particular the marketing resources that generate sales leads. Every resourcing model along the in-house to outsourced spectrum was covered in the four-part series, with each guest giving their take from their respective position as an internal or external resource. Their views are here in these episodes as well as in a webinar hosted b...

We've all been pitched by MLMs in consumer categories like weight-loss and cosmetics. You should know there are similar operators in the corporate marketing world, scamming even experienced business leaders.  Someone who's seen this up close is agency owner Mike Pacitto. He's angered by not only the real monetary damage scams cause; these bad actors also sour companies trusting the work of legitim...

Every part of marketing today runs thanks to technology, but few of us understand what actually goes on under the hood. This episode's guest talks to us about what we really need to understand about our technology stack, and how we can use more automation in our marketing. Our guest is Steve Foster, the founder of 628 Media, which helps businesses clarify their message and implement the tools and...

This talk with Anastasia Valentine is about scale, something that's clearly baked into everything she does.  Anastasia heads up Marketing at Rhonda.ai which is owned by IMI, but she has also been a CMO at startups and mid-sized companies, a seasoned speaker, and a strong proponent of developing future leaders. For complete Show Notes, go to: http://leadgeneering.com/episode-29-whats-needed-to-scal...

This episode I talk with Darryl Praill who has used LinkedIn as a platform for promoting branded content. In his three years with VanillaSoft , maker of SaaS-based sales software, he has brought them visibility in the form of a podcast, virtual events, and conference keynotes. This exposure and the resulting growth in pipeline revenue has resulted in Darryl being promoted to Chief Revenue Officer...

This is part of a pair of episodes about a social network devoted to business professionals, LinkedIn. To hear how to use thought-leading content on it, go to this show with Darryl Praill.   In this episode, you'll hear AJ Wilcox, founder of a LinkedIn-only advertising agency, explain why you should advertise on LinkedIn. AJ was an early adopter of LinkedIn (you'll see what I mean by looking at hi...

My guest is Michel Fortin of Shelly Solutions , whose strategies get to the heart this. He is a 30 year marketing veteran, who has done copywriting and marketing as a coach, under his own consultancy, and within an agency. He's active in industry associations spoken on stage at conferences, holds industry  certifications and has written hundreds of published articles.   As you hear our conversatio...

I'm speaking Andres Tovar, with a Southern-Ontario based marketer who has built chat-based campaigns for many organizations. Andres will talk about the two types of chat tools: ones that use someone's social log-in and ones that are native to a website. He takes us through selecting the steps in the customer journey when chat interactions make sense. Tips are given on how to brand a chatbot and ho...

In this episode I talk with Amanda Relyea-Voss (who also likes to be called Mandi), owner of a social media marketing agency that serves B2C and B2B companies. Listen for the ways Mandi has used social media to interact with prospects and how this has propelled them to buy from her customers.  We talk about creating social posts from a single piece of content, what kind of text and images to use,...

Remember as a kid at the amusement park - you must be this tall to go on this ride? This closely parallels a key part of all complex sales - Qualification.  So when marketing gets a lead, capping off their piece of the process, sales is far from the end, it's actually the beginning of their work with the lead. The main question that sales has to answer is "Is this buyer capable of buying from us?"...

Today's episode is a simple solocast of me talking to you. I'm recording in an extraordinary time when stress is being put on healthcare, public institutions, whole industries and even entire economies. All the uncertainty out there is invading our digital marketing world. What's going to happen? Just thinking about current events can induce fears about budgets getting cut, teams getting shrunk an...

In this episode we talk about how to write persuasively for prospects. Our guest is Nik Paprocki, the founder of Websuitable ,  an ROI driven digital agency serving small businesses all across Canada. He feels this use of copywriting is just as effective in terms of generating leads, because it speaks to everyone, not just those who are in-market to buy from you now. He felt so strongly about how...

Today we'll talk about the production of videos to use in your marketing, all the way from the planning stage to the appearance of the final product. Listen as Casey takes us through the steps that his production company follows for making any video. You don't have to involve an outsourced firm to make your videos, but you can use the same principles at any scale so your final product ends up tell...

In the fast pace of digital marketing, we sometimes brush up against legal issues. Today's guest is here to help marketers make sense of these situations.  Megan Cornell  is the founder of  Momentum  – a new kind of business law firm dedicated to providing law solutions in a way that works for clients. She explains data privacy, trademarks, spam, intellectual property and other legal issues we all...

In any given year, there are a lot of changes in paid media. The pace of change in 2019 was every bit as brisk as in previous years. For the third year in a row, we assembling a panel to look back at a shortlist of the changes that are the most significant. Then we weigh their impact on B2B companies and what can be done either to minimize downside or capitalize on the upside. Our Panel this time...

Whether you look at traditional or digital media, there's a growing expectation that brands be more human. Those that use technology as a spamming tool or a way to hide from their buyers are being ignored or worse, heckled by their audience on social media. You may not be experiencing this problem right now, but just because you aren't, doesn't mean you don't have this problem.   Buyers may be at...