Funnel Reboot

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...

In this episode, I talked with  Farhad Khan , an Ottawa-based expert on UX. He started out working as a software engineer for high tech companies and then formed a Web development agency called Grype Solutions in 2009. Listen for his description of how design impacts a site's marketing effectiveness, what jobs your website has, using your analytics tool to see how visitors flow through your site,...

This episode looks at the impact of fraudulent traffic on digital marketing. We'll talk about how big a problem it is for publishers, ad platforms and advertisers. We will step through what advertisers can do to make their campaigns less vulnerable to attacks by fraudsters, and give thoughts on how to give your non-marketing colleagues reasons why it's still good business to advertise, in spite of...

This episode takes us through the case of a company that seized the chance to market their product using content, tailored to each buyer's vertical and funnel stage.  Hear how they: Implemented the email communications and marketing content into their Marketing Automation tool. What kind of marketing resources they needed to build and maintain the platform How to customize content for different au...

This is the fifth in our five-part series on Making the Whole Funnel Work. An experience is created with the content you write; but content alone does not an experience make. You can't just throw together a collection of words and expect it to do anything. Here I talk with a web copy expert on how to craft content that provides a positive experience for the user. In my interview with James Taylor...

This is the fourth in our five-part series on Making the Whole Funnel Work. In this episode, we talk about traffic; not the automotive type but the web visitor type.  This solocast talks about all the ways web analytics tools classify traffic to your site. Then I focus on four of those channels that you can affect for getting more traffic to your site. For complete Show Notes, go to: http://leadge...

In this episode, we look at both sides of a website interaction. We discuss how visitors progress through a website and how marketers make conversion offers for the visitors to complete. Marketers make a critical choice when deciding the conversion actions they use, so we go through the most common actions used on leading-edge websites. Listen in for answers to these topics: Why do we have convers...

This episode covers what needs to be in place to know everything about people's interactions with your website. We talk about how to  track conversions in your analytics, how to add Tags, run A/B testing and more. For all the links and the reboot mentioned in this episode, go to: http://funnelreboot.com/episode-10-how-a-tracking-infrastructure-makes-the-whole-funnel-work  

This episode walks through a 7-step process for building a marketing dashboard: Interview stakeholders Review Technology Select KPIs Group requirements Select Charts Prototyping/Wireframing Launch For the People,  Ideas and Products mentioned in this episode, visit the shownotes at http://FunnelReboot.com