In-Ear Insights, the Trust Insights Podcast

In this episode, Katie and Chris discuss finding product market fit in turbulent economic conditions. How do you determine what constitutes a need versus a want? What are the pain points of a target customer? Listen in for useful tips about finding product-market fit and some key proof points for your product marketing. Subscribe To This Show! If you're not already subscribed to In-Ear Insights, g...

In this episode, Katie and Chris discuss preparing your career for an economic downturn with advice appropriate for the present day and yet-to-be-seen scenarios. From skills and certifications to building a personal brand to how to pitch people, get practical advice for making it through a financial crisis, global recession, or other unforeseen circumstances. Subscribe To This Show! If you're not...

In this episode of In-Ear Insights, Katie and Chris respond to a listener question: how valid are predictive analytics forecasts when you're in the middle of massively unpredictable events? How do you deal with the anomalies of a black swan event, and how do you tell the difference between an anomaly and a breakout (continuing trend)? Plus, learn what exponential thinking is and how to apply it to...

In this week's In-Ear Insights, Katie and Chris answer a mailbag question from Denise: "My question is about UX copywriting. Other than using a service like "crystalknows.com," how do I know which words and phrases influence a specific buyer persona? Which words or CTAs influence a 35-year-old CTO male who makes craft beers on the weekends?" Dig into this episode as they discuss using data, what d...

In this episode of In-Ear Insights, you'll enjoy the Data Science 101 session at Social Media Marketing World given by Chris. An off-the-books speaker meetup talk, this is the first time this content has been shown publicly, and due to A/V issues, the slides were hand draw and can be found below. Enjoy the workshop!

In this episode of In-Ear Insights, Katie and Chris discuss whether or not you need data science skills to be an effective marketer. Find out the answer, plus why machines won't be taking your job any time soon, as well as some helpful tips for growing your marketing analytics skills. Mentioned in the show:  Hugging Face's Distil-GPT2 playground. Try it out! Subscribe To This Show! If you're not a...

In this week's In-Ear Insights, Katie and Chris address pressing questions about the ethics of marketing analytics, data collection, and consumers' right to privacy. What should marketers be collecting? What shouldn't they? What are the implications of unused, personally identifiable information laying around in marketing analytics, marketing automation, and CRM systems? Tune in now to learn how t...

In this week's episode, Katie and Chris discuss data analytics requirements gathering. When you're setting out on any kind of marketing analytics project, how do you go about determining what data you'll need? This process is called requirements gathering, and it's not as simple as it sounds. Listen in for tips on how to go about requirements gathering as well as how different development methodol...

In this week's episode, Katie and Chris discuss appropriate and inappropriate uses of marketing analytics, data, and machine learning/AI when it comes to making people feel less or more valued. Learn how electronic health records and customer data platforms are similar, what mistakes they both make, and how to create a winning data strategy that enhances customers' experiences, rather than diminis...

In this week's In-Ear Insights, Katie is out keynoting an event in Europe, so  Marketing Over Coffee  host John Wall steps in to talk about account-based marketing (also known as target account marketing or key account marketing) and applications of AI to it. John and Chris talk about uses of machine learning for lead scoring, prediction, and why account-based marketing struggles so much with adva...

In this week's In-Ear Insights, Katie and Chris discuss marketing analytics skills and techniques. Why don't more people use their data? Why are analytics and data science skills so siloed and so under-utilized in organizations? From examples using Chinese food menus and restaurants to dealing with confused C-Suite people, you'll learn how to start breaking down those barriers and using the analyt...

In this week's In-Ear Insights, Katie and Chris discuss the differences between data analytics, business analytics, and marketing analytics. What do all these terms mean? What's the difference? How do you know when you're doing one versus another? They also tackle differences in job descriptions and titles as ways of thinking about the various forms of analytics – and why analytics is so underinve...

In this episode of In-Ear Insights, Katie and Chris discuss the basics of reporting and dashboarding best practices. What should a good report or dashboard look like? What does a dashboard report have in common with the cockpit of an Airbus A321? Listen in and get some tips to bring to your next reporting meeting. Advertisement: In the Headlights Newsletter In-Ear Insights has a companion newslett...

Own your relationships in 2020. This is the foundation of our strategy for 2020 and something we've been shouting from the rooftops to any marketer who will listen. We already know that social media has evolved to pay-to-play. That's beyond debate at this point; Facebook and Instagram lead the charge of "pay us to talk to people who want to talk with you". And in articles by reputable folks like ...

In this episode of In-Ear Insights, Katie and Chris talk about email marketing strategy as it relates to growing your list – and keeping the names you have. How do you grow your list? How do you recover email addresses that have gone bad? What makes an email newsletter valuable? How long should your subscription form be? All this and more in this week's podcast – tune in now! Sponsor: Knowledge Ma...

In this episode of In-Ear Insights, Katie and Chris discuss the power of data-driven thought leadership, and why so few marketers ever unlock the power of their own data for marketing purposes. They delve into what thought leadership is and isn't, what data to look for within your organization, and three methods for turning boring data into interesting data that gets you the nod from publications....

In this week's In-Ear Insights, join Katie Robbert and Christopher Penn as they discuss best practices around surveying and market research. Listen to some of the things marketers do most wrong, from leading questions to response types, and hear what marketers should do instead to design and run credible, effective surveys. Hear the answers to questions about when to survey versus use a focus grou...

In this week's In-Ear Insights, Katie and Chris talk social media competitive research. How do you conduct competitive research with social media data? What data should you look for, and where do you get it? What data isn't available? Most important, how do you turn all the data into a cohesive picture – and how important is it? Listen in as they discuss the most modern techniques for competitive...

In this week's In-Ear Insights, Katie and Chris tackle a mailbag full of marketing questions, such as: How do you define the differences between prospect, lead, marketing qualified lead (MQL), and sales qualified lead (SQL)? What do you do to find inspiration for agency proposals and pitches? How important is personal brand in an agency? What are best practices for SEO in a merger/acquisition? How...

In this episode of In-Ear Insights, listen to the full audio from our Social Networks 2020 webinar, covering what social media platforms you need to focus on in 2020. This webinar was hosted in partnership with Talkwalker, and features Trust Insights cofounder Christopher Penn and Talkwalker's Albane Flamant. Sponsor: Knowledge Matters In-Ear Insights is brought to you by  Knowledge Matters . Do y...

In this episode of In-Ear Insights, Katie and Chris discuss the latest changes to Google's query processing using the BERT natural language processing pre-trained model, its impact on SEO, and how to holistically address the impact of machine learning models on your overall marketing planning. Sponsor: Knowledge Matters In-Ear Insights is brought to you by  Knowledge Matters . Do you teach marketi...

In this week's In-Ear Insights, we present the full session audio from our talk at the MarketingProfs B2B Forum 2019 on how to build better analytics dashboards and reports with data storytelling and analytics frameworks. Listen in for key principles, and  if you'd like to get the slides and video from this talk, they're available here . Sponsor: Knowledge Matters In-Ear Insights is brought to you...

In this week's In-Ear Insights, Katie and Chris talk about the declining impact and availability of social media metrics when it comes to influencer marketing. As data becomes harder to get ahold of, what are our options? The answer: SEO. Using SEO and traffic metrics along with rigorous analytics tracking is the path to demonstrating impact and even ROI in influencer marketing. Listen now to hear...

In this episode of In-Ear Insights, Katie and Chris discuss what to do when you data sources off the beaten path. What if the data you have doesn't answer the questions you have? Where do you go to get such data? Listen in as they explore Mastodon, cryptocurrencies, and so much more. Sponsor: Knowledge Matters In-Ear Insights is brought to you by  Knowledge Matters . Do you teach marketing at the...

In this week's In-Ear Insights, Katie and Chris share takeaways and insights from the live webinar and on-site event at Talkwalker Inc.'s US headquarters. Listen as they reveal statistics that surprised them (such as the number of brands with no YouTube strategy), how to stay current on social media news, and much more. Watch the video from the session below. Sponsor: Knowledge Matters In-Ear Insi...