Lee Odden is the CEO of TopRank Online Marketing, a digital marketing agency that consults Fortune 100 B2B and B2C companies. He's also one of the world's foremost experts on SEO and content marketing, having authored "Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing." In this episode of the Marketing Cloudcast, Lee explains how much SEO has changed since the '90s — and why it's still separate from content marketing. He talks about why influencer marketing can boost your company's SEO and content efforts and how to get started. Have questions about what review sites like Yelp and TripAdvisor mean for your brand online? Lee covers that, too, with actionable advice for companies of all sizes.
Author of "Writing Copy For Dummies," Principal of Kranz Communications, and writing professor Jonathan Kranz joins the Marketing Cloudcast. In this episode, hear Jonathan's advice on solving tough marketing challenges: what can marketers do with products and services that are truly difficult to market? Jonathan goes into detail on how to craft a marketing strategy for products that — let's face it — appear boring, complex, or lacking differentiation in the marketplace. He also debunked the one copywriting myth that bugs him above all others.
Endurance International Group's Director of Digital Campaigns, Susan Rutgerson, joins the Marketing Cloudcast to talk about Endurance's most successful B2B email campaigns. Endurance delivers technology solutions for millions of small business owners. Joel and Heike ask Susan what types of personalized email content work best (beyond first-name personalization), why Endurance decided to adopt an educational instead of promotional email strategy, and what email metrics Endurance uses beyond ROI.
Robert Rose, Chief Strategy Officer for the Content Marketing Institute and co-host of This Old Marketing Podcast, joins the Marketing Cloudcast for a near-end of 2015 episode. He talks to Joel and Heike about the most important marketing trends for 2016 and a few 2016 predictions. He also explains why ROI is an inherently flawed metric for demand gen, reveals best practices for online vs. offline customer experiences, and shares the one content marketing myth he wants to debunk.
The Marketing Cloudcast talks with Jeff Rohrs, CMO of Yext. Jeff joins the Marketing Cloudcast to talk about two of the biggest revolutions in marketing: mobile and location. Over 90% of retail transactions still occur in stores and nearly $1 trillion of all retail sales are influenced by shopping-related mobile searches — so it’s critical for marketers to close the online-offline loop. Jeff explains how marketers can fix a broken mobile experience, use beacons to harness the power of location, and ultimately drive more foot traffic to stores.
Alex & Ani's senior manager of social media and customer engagement, Jessica Latimer, joins the Marketing Cloudcast to talk about social’s role in customer service — and why marketers should care. This popular online and brick-and-mortar retailer has an impressive story of how they turned negative customer experiences with their brand into positivity. It all hinges on the power of social media, and in this episode, Jessica takes us through the play-by-play of Alex & Ani’s social customer care strategy.
Chris Savage is founder and CEO of Wistia, a video marketing platform for businesses. Chris joins the Marketing Cloudcast to talk about video’s role in your marketing strategy. The latest web traffic data proves that customers of every age and demographic love video. Not sure how to get started with video? This episode is your quick-start manual. No matter your company size, budget, or audience, Chris shares tips to create and publish better video content than you’ve ever produced before.
Brian Solis is principal analyst at Altimeter Group and an award-winning author, prominent blogger, and marketing keynote speaker. Brian joins the Marketing Cloudcast to talk about technology's implications on the customer experience, drawing from insights in his new book, "X: The Experience When Business Meets Design." Mobile search and email have overtaken desktop, yet the urgent need for digital transformation hasn’t registered with many companies. Do a customer experience gut check with tips in this episode, and find out how you can begin addressing gaps in your customer experience immediately.
L'Oreal's Head of Digital and Media in Australia and New Zealand, Christophe Eymery, talks about trends in marketing from his front-seat role in the beauty industry. Christophe has led L’Oreal’s creation of an extremely successful mobile app. Whether your company sells skin care or software, you’ll learn from his advice on mobile app marketing techniques, email marketing ideas, and personalization trends that can apply to any business.
Kyle Lacy, head of marketing at OpenView Venture Partners and top-rated marketing speaker, shares marketing insights from the venture capital world. Kyle provides marketing guidance for many of today’s most innovative and agile startups. Listen as he explains what these young companies know about marketing that other companies don’t — and get his tips for recruiting top marketing talent, giving memorable presentations, and getting greater results from your content marketing and lead gen. Hosts Joel and Heike also ask Kyle, author of Twitter Marketing For Dummies, about the future of Twitter.
Joe Pulizzi, founder of the Content Marketing Institute and a driving force in the global content marketing movement, shares his latest rants and raves on content marketing. Listen as he shares new research, content marketing career advice, and useful tips for content creation. If you’re interested in getting greater results from your content strategy, you’ll want to hear this episode with the godfather of content marketing. He began using the term “content marketing” in 2001!
RetailMeNot VP of Channel & Growth Brett Billick gives a behind-the-scenes look at how RetailMeNot sends billions of targeted, high-converting emails to customers every year. Want to do more with your mobile marketing? RetailMeNot is seeing great success with mobile email and push messages, as the brand aims to be just as mobile as its customers. Listen to Brett’s tried and true tips for mobile personalization at scale, for customers on every device.
Scott Roth, Chief Marketing Officer at Return Path, knows the challenges that B2B marketers deal with every day. In this episode, we ask him to explain how he led the rebranding of this B2B data solutions company in the past year, and launched a new content marketing team from scratch. Scott oversees digital advertising, content marketing, events, outbound prospecting, and more at Return Path. Listen up for his practical advice for marketing that serves instead of sells.
Jeanniey Mullen, VP of Marketing at NOOK by Barnes & Noble, talks about her tried-and-true customer acquisition strategies — including how to create vibrant social media communities, delivering ROI through innovative marketing emails, and how to develop strategic partnerships with other likeminded companies. In this episode, Jeanniey talks about how a shared love of reading is the key to unlocking the NOOK audience, and how her marketing efforts tap into that shared passion.
CMO of G2Crowd Adrienne Weissman sits down with the Marketing Cloudcast to talk about selling and buying B2B software in an increasingly complex market, and how marketers can leverage a small team in a big way.
Litmus Research Director Chad White joins us for an email-centric episode. We cover the latest mobile trends, the most creative ideas current in email, and why email marketers don't get enough respect - but should.
DonorsChoose CMO Katie Bisbee talks about the cornerstones of her digital marketing strategy, and how DonorsChoose uses creative techniques to capture donor attention to their high-ROI email program (targeting by last name, anyone). This is our inaugural episode of the Marketing Cloudcast.