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Management

Actionable Marketing Podcast

Updated 4 days ago

Business
Technology
Management
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You're listening to the Actionable Marketing Podcast, powered by CoSchedule - the only way to organize your marketing in one place. Weekly interviews, strategy, and advice from marketing geniuses delivered right to your earbuds. For the marketing professional ready to make sh*t happen.

Read more

You're listening to the Actionable Marketing Podcast, powered by CoSchedule - the only way to organize your marketing in one place. Weekly interviews, strategy, and advice from marketing geniuses delivered right to your earbuds. For the marketing professional ready to make sh*t happen.

iTunes Ratings

117 Ratings
Average Ratings
113
2
1
0
1

Awesome podcast!

By Dmoney1979 - Jun 06 2019
Read more
Great content and great format. Love CoSchedule!

Awesome!!!

By JmoeMiss - May 10 2019
Read more
I listen at work while doing admin and it is always helpful!

iTunes Ratings

117 Ratings
Average Ratings
113
2
1
0
1

Awesome podcast!

By Dmoney1979 - Jun 06 2019
Read more
Great content and great format. Love CoSchedule!

Awesome!!!

By JmoeMiss - May 10 2019
Read more
I listen at work while doing admin and it is always helpful!

Best weekly hand curated episodes for learning

Cover image of Actionable Marketing Podcast

Actionable Marketing Podcast

Latest release on Dec 22, 2020

Best weekly hand curated episodes for learning

The Best Episodes Ranked Using User Listens

Updated by OwlTail 4 days ago

Rank #1: AMP178: How to Go Beyond Google and Facebook to Make Audience Research Your Content's Competitive Advantage With Rand Fishkin From Sparktoro

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How can marketers make their content go beyond Google and Facebook for audience research to be a competitive advantage? The duopoly may monopolize your attention and saturate SEO and social media channels, but it doesn’t own Web and search marketing. 

Today’s guest is Rand Fishkin from SparkToro. He describes problems and solutions related to audience research. Rand’s insight continues to be inspirational and instrumental in many marketers’ careers.

Some of the highlights of the show include:

  • SparkToro’s Solutions: Pay-to-play frustration? Alternative channels are available
  • Broaden, Don’t Abandon Scope: Turbocharge marketing without spending much
  • Find the Right People: Scrape and scroll through shares on social platforms 
  • Speak the Language: In-jokes and memes won’t work, don’t make assumptions
  • Avoid Potential Pitfalls: Know, understand, measure, audit competitive landscape
  • Event Attendance for Audience Research: Don’t limit learning and consumption 
  • Formalized Practice: Turn intelligence into product features, data, and positioning 
  • What it takes to win? Position product’s story, language, and solutions
  • Product Content: Influencers earn amplification, engagement, and awareness
  • Narrow Niche: From reachable audience to ideal customers  
  • Purchasing Decisions: What makes qualified customers buy or not buy products? 

Links: 

Mar 31 2020

50mins

Play

Rank #2: AMP146: This Is How Small Brands With Small Budgets Achieve Colossal Results With Andie Coupland From Totara Learning

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Marketing is sometimes sensationalized, especially when media publications feature huge brands with huge budgets. In reality, most marketers come from small brands with small budgets. They need to be scrappy to get noticed, but with fewer resources.

Today’s guest is Andie Coupland, product marketing manager at Totara Learning. She describes how small brands with small budgets can achieve colossal results by avoiding makeshift marketing. 

Some of the highlights of the show include:

  • Game Plan: Strategies for marketing goals, product fit, and brand messaging  
  • Key Performance Indicators (KPIs) vs. Objectives and Key Results (OKRs): Different approaches for deliverables to measure results of goals and objectives
  • Stop Fighting Fires: Stay agile to remain focused on your quarterly priorities
  • Keep on Track: Processes in place to stay organized and meet deadlines
  • Productivity Pressure: Marketing is getting more done with fewer resources
  • Shift in Mindset: Always ask why you’re doing something as a leader/manager
  • Andie’s Advice: Find the right tool(s) and learn how to use them to meet your company’s marketing needs right now

Links:

Jul 30 2019

39mins

Play

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Rank #3: AMP131: How To Build Social Community And Measure The Impact With Shonali Burke from Shonali Burke Consulting

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Marketers spend a lot of time, energy, and money building their social networks to connect with, engage, and share information with followers. How much should you invest in a platform and measure what you’re getting out of it?

Today, my guest is Shonali Burke, founder and leading instructor of Social PR Virtuosa and president and CEO of Shonali Burke Consulting. She encourages marketers to think about their social networks as a social community and shares how to connect with your social community to add value and meaning to your network, product, or service. 

Some of the highlights of the show include: 

  • Plan, Paine, and MySpace: Community being generated through social space
  • Is traditional public relations (PR) dead? Perception and transformation of PR
  • Putting people back into public relations; getting to the heart of who somebody is and what’s important to them
  • Trend of natural marriage between social media and PR; companies taking initiative and making changes to company culture
  • Purpose and Mission: How to use and leverage social media to grow authentic communities and make people’s lives better, easier, and more fun
  • Two places to find stories: Customers and Company
  • First step to building and activating audience; what you’re asking them to do, why
  • How to measure ROI; depends on goals and data
  • Most common mistake made by PR professionals and strategists

Links: 

Apr 16 2019

34mins

Play

Rank #4: AMP161: A Core Plan And Agile Strategy Plus An Easy Prioritization Framework With Jared Rhue From rewardStyle

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Nobody enjoys tedious, manual busywork. Precious work time is wasted, instead of spent on completing projects. Makeshift marketing isn’t fun. It’s unproductive and creates inefficiencies due to a disconnected marketing stack.

Today’s guest is Jared Rhue, head of business-to-business (B2B) marketing at rewardStyle. Jared describes his strategy of combining a core plan with agile methodologies to improve team collaboration and communication.

Some of the highlights of the show include:

  • rewardStyle: Influencer marketing pioneer started from passion for fashion
  • rewardStyle’s revenue model drives more than $1.2 billion annually in retail sales
  • Global Community: More than 250 team members; 50,000 top-tier influencers, and 5,000 retail partners
  • Strategy, Plan, and Review: Jared’s average day at rewardStyle
  • Strategy Steps to Success: Document marketing plan, strategy, and methods
  • Marketers must be agile for ability to ask and listen to audience challenges
  • Short Message Service (SMS): Relevant channel for B2B marketing in the future
  • rewardStyle’s core plan consists of positioning, value proposition, and priorities 
  • Secret to Team Success: Eliminate fire drills/urgent projects created by makeshift marketing chaos
  • Questions to prioritize projects: 
    • Does it support quarterly/yearly Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) goals?
    • Does it drive annual revenue?
    • Are there dedicated deadlines?
    • What’s the scope of work, and which team members will it impact? 
    • Which projects will need to be deprioritized?
  • Stay on Track with Tasks: Implement marketing organizational management platform and agile methodology  

Links: 

Nov 12 2019

22mins

Play

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Rank #5: AMP159: Why The Cross-Channel Campaign Is The Future Of Brand Positioning With Tessa Barron From On24

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Some companies have multiple target industries, verticals, business regions/units, and personas. It’s impossible for marketers to do it all and quantify the results that they produce. Focusing on too much means focusing on nothing at all. Are you spreading yourself too thin to be effective?

Today’s guest is Tessa Barron. She is the senior director of marketing at ON24, which is on a mission to help marketers make intimate connections and engagements in the digital world via Webinars and other platforms. Tessa describes why cross-channel campaigns are more effective than multi-channel communication. 

Some of the highlights of the show include:

  • ON24: Create and deliver Webinar campaigns and curate bingeable content to drive demand and revenue
  • What is marketing? Driving profitable customer action starting with engagement
  • Backend Obsession: Lack of frontend technology for marketers to create products and experiences
  • Find creative ways to connect with and engage your customers’ emotions 
  • Orchestrated vs. Random Acts of Engagement: Don’t create something for the sake of creating it; identify purpose and insight that solves customers’ problems
  • Future of Marketing: Integrated demand-gen, product, and customer marketing creates brand experience
  • Marketing Strategy: Organization and planning are key tactics; document cross-channel roadmap so team members know what they’re doing is important
  • Experience is Everywhere: ON24’s upcoming campaign tagline 
  • Fragmented Digital World: Allow customers to make sense of brand message
  • Build on, not Rebuild: ON24 evolves beyond Webinars, while retaining heritage 

Links: 

Oct 29 2019

35mins

Play

Rank #6: AMP164: They Don't Buy Because Of Demographics: Why Audience And Attitudinal Research Is Better With Susan Baier From Audience Audit

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Marketers know that the value of data from the past helps them strategize for the future. However, it may be time to gather data in a different and proactive way. Why not try an organic and mathematical approach?

Today’s guest is Susan Baier of Audience Audit, a marketing research company. She describes how attitudinal research can be more effective than demographics research. Susan explains the difference between audience and customer research.  

Some of the highlights of the show include:

  • Audience Audit: Attitudinal audience segmentation research that gains quantitative insight into audiences trying to be reached via marketing efforts
  • Attitudinal Research: Understanding how opinions, assumptions, perspectives, and preconceived ideas affect purchase decisions
  • Qualitative vs. Quantitative Research: Each offer value, including quantitative statistically significant insights of things affecting some of your audience
  • Marketers need to answer ‘Why?’ by providing reliable data
  • Audience Research: Only listening to customers, can create skewed perspective
  • Who is your sample? Talk to past, present, and potential customers in the market to solve a problem that you understand
  • Where to find your audience? Don’t rely on a single source; understand audience via email subscriber list, customer files, and social media platforms
  • Why are people here? What kept them from getting help sooner? Focus on what problems your company’s products and services solve, not on what they do
  • What does CMT stand for? Write compelling content using existing customers language/lingo to attract a similar audience
  • What method(s) to use to gather research? Survey of connotative data; avoid pushing your assumptions that artificially stratify people and don’t make sense
  • What doesn’t matter? 95% of studies that identify attitudinal segments reveal that company size, gender, household, and other factors aren’t important
  • Crafting Questions: Remove bias from data gathering and analysis processes to improve product positioning, audience targeting, and personas 
  • Segmentation: Understand, implement, and use information/data

Links: 

Dec 10 2019

35mins

Play

Rank #7: AMP139: This Is How To Nail Product Positioning So Customers Get It, Buy It, Love It With April Dunford Author Of Obviously Awesome

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The success of your company depends on the marketing you do, how you choose to present the benefits of a product or service, and which audience to target. How you position a product or service can make or break your company. Stop right there. Forget everything you thought you knew about product positioning. Connecting your product or service with buyers is not a matter of following trends, selling harder, or trying to attract the widest customer base.

Today, my guest is April Dunford, who has launched more than a dozen products and shares some of the biggest mistakes that startups, marketers, and entrepreneurs make with product positioning. Also, she’s the author of Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It. April’s book describes her point of view on positioning and offers a step-by-step process to perfectly position your product or service.

 Some of the highlights of the show include: 

  • Career Change: Fake it till you figure it out. How hard can it be?
  • Do it right, and the company grows quickly, gets acquired; you get bored and do another startup
  • Definition of Positioning: How to win at doing something that a well-defined market cares about
  • Perfect marketing execution won’t save you from weak positioning; marketing execution and results are only as good as positioning that feeds into them
  • Who should decide the positioning for your product? Everybody
  • Siebel Story: Too small to buy out beyond a billion dollars
  • Positioning Pitfalls: People don’t do positioning deliberately; and when they try to fix it, they don’t follow a process but wing it or write a “Positioning Statement”
  • Positioning Statement Components:
    • Who’s your competitive alternatives?
    • What are the unique capabilities or features that your product has?
    • What’s the value that those features can enable for customers?
    • Who’s my target customer?
    • Is this a market that I’m going to win?
  • Signs of weak positioning include:
    • How a customer reacts to your product/service
    • They compare you to a non-competitor; not in the right market
    • Customer knows what you do, but not the value or why they should care

Links:

Jun 11 2019

34mins

Play

Rank #8: AMP130: They Ask You Answer: How To Fix Your Marketing Strategy With Marcus Sheridan From Marcus Sheridan International

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When you were younger, who did you go to when you had a tough question? Your single source of truth - your dad. These days, when people have questions, they ask a search engine. They go to Alexa!

There are big questions that companies are afraid to answer. As marketers, are you listening to questions your customers are asking? Are you answering the right questions? Today, my guest is Marcus Sheridan, author of They Ask You Answer

Some of the highlights of the show include: 

  • Premise of Book: Business philosophy of how buyers think, questions they ask, and how they want to learn and buy
  • Elements of Success: Seen as a teacher and trusted voice in your space
  • Many of us think and speak like marketers; be honest when creating content
  • Big 5 subjects that determine what people buy and companies don’t want to address; cost-based, negative/problems, comparison, best of, and reviews
  • Let customers learn from you, not someone else; consumer ignorance is no longer a viable sales and marketing strategy
  • Stop mindset of digital marketing as an expense and sales team as revenue
  • Get leadership to understand concepts/results of sales and marketing initiative
  • Marketer Psychology: Prophet to world, but no one listens to you in hometown
  • Why are you producing content? For marketing or sales? Falsehood of too much
  • Emails should include education; refuse to be average  

Links: 

Apr 09 2019

37mins

Play

Rank #9: AMP144: This is How To Grow Your Blog From Zilch To 1 Million Monthly Views With Leah DeKrey From CoSchedule

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CoSchedule’s blog and content engine generate more than 1 million views and 20,000 leads every month. How do we do it? Listen and learn. 

Today’s guest is Leah DeKrey, content marketing strategist and blog manager at CoSchedule. To know that a million people read the blog posts she writes every month is terrifying, thrilling, and core to CoSchedule’s growth.

Some of the highlights of the show include:

  • Reasons for Successful Blog: 
    • Corporate and managerial buy-in 
    • Standards of performance
  • Blog Posts: Be different than the rest, as the best
  • Performance Pillars for Blog Posts:
    • Comprehensive; at least 3,000 words
    • Actionable
    • Relevant 
    • Content upgrade/value-add included
  • Keyword Domination Strategy: Drive content by Googling around to search and seek high-volume, low-difficulty keywords
  • Measure Success of Content and Blog: Give it time because reaching the top doesn't happen overnight and takes patience
  • What you know now: College system is ripe for disruption, real world is where you learn 90% of what you do
  • Tools to Try: Ahrefs, Google Analytics, and KISSmetrics 

Links:

Jul 16 2019

36mins

Play

Rank #10: AMP167: How to Unify Your Marketing Department for Effective Content Collaboration With Lindsay McGuire from Formstack

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What’s stopping you from reaching your goals? Are labor-intensive processes slowing you down? What processes can marketers implement to improve collaboration that makes SEO and content work?    

Today’s guest is Lindsay McGuire, digital content SEO specialist at Formstack. What began as an online form builder, Formstack also offers automatic document generation, electronic signatures, bidirectional data integration software, and workflow automation. It’s not about taking things off your plate, but automating processes to free up time to do other things. 

Some of the highlights of the show include:

  • Formstack: Helps organizations take manual- and paper-based processes online to make their work more effective and efficient
  • Two sides to her job: Content and SEO for Formstack’s blog, podcast, Website, and Webinars 
  • Golden Equation = Appeal to search engines + high ranking + appeal to people
  • Marketing Department Structure: Formstack values marketing and understands its benefits
  • Sprints: Lack of scope, clarity, and communications means switching from shorter to longer sprints to remain agile with extended qualities 
  • Planning Priorities: “Needs” are must-have projects, and “Ideas” are fun and creative projects 
  • Content Creation Process: Starts with SEO and includes trending keywords, search history, traffic, email statistics, and ranking content 
  • SEO and Content Challenges: Connect with audience to close a sale 
  • How does Lindsay stay organized to be successful? Calendars, To Do lists, and brain breaks 

Links:

Jan 14 2020

34mins

Play

Rank #11: AMP171: Bridging the Gap Between Content Strategy and Content Marketing With Dean Froslie From Western State Bank

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Mentors can make a major difference in people’s careers. Always willing and able to answer questions, even after you leave a job or company. They are generous with their time to provide expert advice, insight, and guidance. 

Today’s guest is Ben Sailer’s former supervisor and mentor, Dean Froslie, EVP of marketing at Western State Bank in North Dakota. Dean uses the term, Content Super Connector, as a way to bridge the gap between two worlds—content strategy and content marketing.

Some of the highlights of the show include:

  • Turning Point: Writing for digital channels should be more than cranking out copy 
  • Converging Channels: Content is center of digital, social, and other teams 
  • Evolution: Interpretations and arguments against content strategy meaning
  • Content Considerations: Workflow, governance, and people are overlooked
  • Web: Make it a better place via UX writing, content models, SEO, accessibility 
  • Quantity over Quality: Content marketers fail to consider sustainable practices
  • Digital Disappointments: Emphasis on more channels, posts, and engagement 
  • Audience-focused Mindset: Produce less content and more results 
  • True Differentiator: Define and understand what brand stands for and represents  

Links: 

Feb 11 2020

26mins

Play

Rank #12: AMP143: Blowing Up The Inbox: A New Email Approach That Converts And Builds Your Brand With Cameron Cegala From AdKaddy

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Is your email inbox out of control? Are you always clicking delete, spam, or unsubscribe? Brands and marketers need to minimize makeshift marketing to improve open rates, engagement, and relationships with subscribers and customers. 

Today’s guest is Cameron Cegala, co-founder and Chief Operating Officer (COO) of AdKaddy. Cameron describes how AdKaddy, a startup experiencing significant growth on a small budget, stays organized.

Some of the highlights of the show include: 

  • Mergers, Acquisitions, and Entrepreneurship: Hyper-focused to multi-functions
  • AdKaddy: Addresses interruption caused by abundant advertising
  • Why not unsubscribe? Fear of missing out (FOMO) and love for brands
  • Control communication process by conveniently receiving messages  
  • Content vs. Context: Shoppers want coupons, others want brand’s backstory
  • AdKaddy: Organizes everything by brand and automatically sorts related emails
  • State of Mind: Discovery process of feeding people ads is interruptive
  • Email Marketing: Broken model and better ways to communicate with customers
  • Connecting Consumers and Brands: Sweepstakes, earned media, Facebook ads
  • Getting Started on a Small Budget: Be thoughtful about where to put dollars
  • Google Drive, Trello, Slack: Leverage tools and strengths to stay on task 
  • Advice for Entrepreneurs: Be comfortable feeling out of your league; and learn from others

Links:

Jul 09 2019

31mins

Play

Rank #13: AMP133: State of Marketing Strategy Report: Why Top Marketers Are 397% More Successful With Ben Sailer From CoSchedule

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What separates the best managed and most successful marketing teams from the rest? How are they leaving you in the dust? What are the strongest predictors for success?

Today, my guest is Ben Sailer, content marketing lead at CoSchedule. We talk about our 2019 State of Marketing Strategy Report. CoSchedule surveyed more than 3,000 marketers to find out what they’re doing to be successful. 

Some of the highlights of the show include: 

  • Inception and process behind State of Marketing Strategy Report
  • Why do original research? Why put in so much time, effort, and energy?
  • Generate your own data, instead of borrowing statistics
  • How do you stack up? Sense of doing ok, but room for improvement to crush it
  • 5 Marketing Insights about Top Marketers:
  1. Being Organized: They’re confident about their organizational skills; 397%  more likely to report being successful
  2. Setting Goals: They know which goals drive success; 376% more likely to report being successful
  3. Documenting Strategy: It needs to be nimble and actionable, not detailed and lengthy; 313% more likely to report being successful
  4. Planning Projects: Be clear about what needs to be done, by who, and why; 356% more likely to report being successful
  5. Using Agile Methodology: Marketers implement it to manage projects and processes; 252% more likely to report being successful

Links: 

Apr 30 2019

40mins

Play

Rank #14: AMP137: The Customer Journey Is Dead: A Dawning Of Behavioral Data With Judd Marcello From Cheetah Digital

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Marketers try to map and meticulously outline their customer’s journey to convert a lead into a paying customer. Instead, maybe they should focus on behavioral data to deliver the right message on the right channel at the right time.  

Today, my guest is Judd Marcello, executive vice president of global marketing at Cheetah Digital. He believes the customer journey doesn’t exist. Instead, figure out why data is important and how to leverage it between brands and customers.

Some of the highlights of the show include:

  • Judd’s Career Journey: B2C to B2B martech firms; it’s all about your contacts and who you know
  • As the number of channels increase, buyers jump around brands on their journey
  • Fallacy of falling into trap of using phrases that become commonplace
  • Consumers, not marketers now predict the path they take from researching to buying a product
  • Marketers can still be proactive by using data to drive smart insights and technology from an AI perspective to provide a great customer experience
  • Customers are going to do whatever they want to do; marketers should:
    1. Create unique, compelling, and consistent brand experience
    2. Deliver the right messaging
    3. Hyper personalize efforts  
    4. Create connection between your brand and customer
  • Deliver personal and custom experience through data management
  • Cheetah Digital’s Website revised to reflect how prospects look for information
  • Indicators of Success: Team members, content, client summit; digital evolution
  • What’s working and what’s not; prioritize performance to identify gaps

Links:

May 28 2019

33mins

Play

Rank #15: AMP160: How Understanding Customer Challenges Can Influence Targeted Content Marketing With Valaer Goldsworthy From EZ Texting

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Inbound marketing is one component of content marketing that is often misunderstood. Relevant, compelling, and interesting blog posts, Webinars, and other content can attract and educate prospective and existing customers. What best practices should you use to align team of teams creating content marketing?

Today’s guest is Valaer Goldsworthy, director of content marketing at EZ Texting. Valaer describes how teams collaborate with business units outside of marketing to understand use cases of EZ Texting’s products and services. 

Some of the highlights of the show include:

  • EZ Texting: #1 mobile marketing platform for business that focuses on messaging and voice solutions
  • Team of Teams: Identify, create, and review content needs
  • Rapid Growth: Doubled in size, retained long-term staff, and hired new voices 
  • Customer Base: EZ Texting is easy to use; doesn’t require tech-savvy marketers 
  • Lifetime-value customers inspire content for prospects in various verticals
  • Is text messaging safe? 90% of people believe so; EZ Texting tries to maintain that protection in all its content, collateral, voice, and point of view
  • Everything to Everyone: Trust and consumer confidence are critically important
  • Customer Success Team: Shares constant customer roadblocks creating churn
  • Customer Marketing: EZ Texting segments content into “Hero,” “Hub,” and “Help” content to create awareness and ongoing education
  • CoSchedule Transition: EZ Texting coordinates and collaborates content creation for campaigns to offer transparency and avoid silos 
  • Change Management: Lessons learned via objectives and key results (OKRs) 

Links:

Nov 05 2019

27mins

Play

Rank #16: AMP156: Ditch "Corporatespeak" Nonsense And Write Compelling Copy With Nick Usborne From Conversational Copywriting

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Go to the homepage of your company’s Website, and read the copy aloud. How does it sound? Like a pushy salesperson? Cute and clever, but unclear? Why not sound like yourself? Avoid corporate speak copywriting that almost no one understands. 

Today’s guest is Nick Usborne, a conversational copywriting mastermind with 40 years of experience. Conversational copywriting is clear, concise, and converts customers.

Some of the highlights of the show include:

  • What is conversational copywriting? Social and conversational copy that engages with an audience; write the way you talk 
  • Conversational vs. Corporate Copywriting: Clear and compelling copy with a human voice matters
  • Old School vs. Online Voice: Let go of marketing speak to create realistic, unique, and transparent voice and language 
  • Conversational Copywriting Traits: Start with a couple short, simple sentences; remove the fluff
  • Corporate copywriting is defensive, while conversational copy is disarming
  • Mirror and Reflect Customers’ Words: Use their language, not yours as a clever copywriter; creativity can get in the way of copy  

Links:

Oct 08 2019

31mins

Play

Rank #17: AMP162: Creating Relevant + Compelling Case Studies That Connect With LaRissa Hendricks From CoSchedule

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Do you have content that answers your audience’s questions and provides value along every stage of the sales funnel? Some of the most influential pieces of content include proof of ROI value, thought leadership, customer stories, and case studies.

Today’s guest is LaRissa Hendricks, product marketing copywriter at CoSchedule. She describes how to create relevant and compelling customer case studies. 

Some of the highlights of the show include:

  • What are case studies? Success stories about how customers use product or service to reach specific outcome
  • Goal of Case Studies: Share how and what can be achieved with CoSchedule   
  • Possible Outcomes: CoSchedule helps marketers complete more projects, meet deadlines, and prove value to stakeholders
  • Gartner ranks case studies as third most-valued marketing asset for buyers
  • Case studies prove most effective at start of sales funnel by covering customer challenges and outcomes achieved to engage and establish trust 
  • Pitfalls to Avoid: Focus on customers and outcomes, not product and features
  • Target Audience: Anybody with an interest in CoSchedule, including specific industries, various team sizes, and common customer issues 
  • Short- or long-form structure used for case studies depends on sales funnel stage, challenges, outcomes, and key data points
  • Customer Story Matrix: Who, what, when, where, and why of sales enablement content case studies to use for specific situations
  • When is enough, enough when it comes to case studies? Depends on customers and different factors 

Links:

Nov 19 2019

23mins

Play

Rank #18: AMP134: This Is How The Best Remote Employees Communicate, Stay Focused And Get Organized With Nathan Hirsch From Freeeup.com

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How long is your commute to work? Maybe 15 minutes or more, depending on traffic, weather, and other factors? Some marketers get to just roll out of bed and go to their home office. According to Upwork, 63% of companies now have remote workers and almost 50% use freelancers. How does remote working affect productivity, collaboration, and organization of marketing teams and businesses?

Today, my guest is Nathan Hirsch, FreeeUp founder and CEO. We talk about decisions and tactics to consider, if your company wants to embrace a remote working environment. 

Some of the highlights of the show include: 

  • Short Version of Entrepreneurial Story: Broke college student to starting an Amazon business to owning a freelancer marketplace
  • FreeeUp helps businesses grow by knowing when, who, and how to hire
  • Managing and working within remote teams effectively
  • Pros and Cons: Access to talent, overhead costs, flexibility
  • Commitment to Communication: Nothing gets lost or misinterpreted
  • Put plans and tools in place to avoid potential pitfalls
  • FreeeUp’s Expectations for Freelancers: Skill, attitude, and communication
  • Remote Culture: Separate office spaces, but on the same page
  • Hiring always involves risk and reward; build trust and relationships
  • Levels and Skill Sets: Basic (followers), Mid (doers), and High (experts)

Links: 

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May 07 2019

34mins

Play

Rank #19: AMP173: How to Foster a Self-Accountable Company Culture That Gets the Most From Your Marketing Team With Wayne Mullins of Ugly Mug Marketing

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Do you dread going to work? Does it impact your productivity? How can companies improve their culture? It’s not about putting ping pong tables, napping pods, and laundry services in the workplace. 

Today’s guest is Wayne Mullins, founder of Ugly Mug Marketing. Wayne has consulted on some of the world’s biggest brands. He has gone from being a culture skeptic to a firm believer in the power of creating self-accountable cultures to help companies achieve their full potential and productivity. Wayne provides a rational and practical way to think about company culture.

Some of the highlights of the show include:

  • Old School Approach: Results-focused marketing that goes back to the basics
  • Components of Self-accountable Culture: 
    • Activity and accomplishment are two different things
    • Accountability flows from within, not from the top down
    • Each individual’s ability to quickly and easily assess their goals
  • Quantity vs. Quality: Improving company culture, improves company’s marketing campaign results for clients
  • Aptitude and Attitude: How marketing managers can accurately assess potential hires for culture fit 
  • Culture Matters: How is it working for you? Are you constantly having to micromanage and fix mistakes?
  • Consistency Creates Miracles: Culture is misunderstood as end thing to pursue instead of byproduct of components put in place
  • Lead by Example: Foundation conversation around trust versus suspicion
  • If unintentional about building a high-performance, self-accountable culture, then you’re intentional about building a low-performance, non-accountable culture 
  • Three steps to get started: Self-evaluation, scoreboard, and rhythms of accountability 

Links: 

Feb 25 2020

28mins

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Rank #20: AMP157: Tapping Into The Full Potential Of *Successful* Email Marketing With Val Geisler From Fix My Churn

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Email marketing to the masses is quickly becoming an “old school” idea. Your audience of real people expect customization and personalization. Yet, your email list is one of your most valuable marketing assets. How can you engage your email subscribers to nurture them through your sales funnel and encourage them to convert?

Today’s guest is Val Geisler of Fix My Churn. A self-proclaimed email geek, Val shares some of what she knows about engagement, segmentation, and automation. She describes how email is a powerful communication tool and agent for change in battling churn problems. 

Some of the highlights of the show include:

  • If and when subscribers are ready to take the next step via engagement and interest in purchasing—do something
  • Valid Metric: Val encourages and recommends engagement points and emails
  • Engagement Equals Responses: Engage with email subscribers by asking them to reply to emails
  • Common Complaints Create Content: What’s the biggest problem with email marketing?
  • Cross-functional vs. Siloed Teams: Get more people involved in custom email replies to offer personalized solutions to problems
  • Mass to Micro Email Marketing: Create a connection and build a bond because  it's easy to walk away from software, but harder to walk away from a person
  • People-to-People vs. Automation: Different questions during specific email segments and sequences identify and offer solutions to subscribers’ pain points  
  • Why include more form fields upon subscription? Reduce number of sign-ups with more quality sign-ups
  • Clean Cold Contact Database: Every email service provider (ESP) defines a cold subscriber differently; re-engage them via brief email sequence requiring action 

Links: 

Oct 15 2019

34mins

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