Funnel Reboot

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...

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...