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The Marketing Cloudcast

The marketing podcast from Salesforce. For marketers who lead the way.
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Now displaying: 2017
Sep 20, 2017

Joe Pulizzi, founder of the Content Marketing Institute and the veritable godfather of content marketing, is this week's guest. Joe and Robert Rose have just released their new book "Killing Marketing," and the concepts are a breath of fresh air for anyone who feels their content marketing efforts getting stale. Listen as Joe candidly explains, as only he can, how certain parts of your marketing strategy deserve to be killed and how you can build a thriving business — and career — as a strategic marketer.

Tweet @youngheike or @marketingcloud with your thoughts on this episode or ideas for a future topic.

Sep 6, 2017

Have you seen mountains, waterfalls, and a National Parks look in Salesforce's new branding and wondered how all of it came to be? We interviewed Simon Mulcahy, Chief Marketing Officer at Salesforce, and Colin Fleming, our Chief Creative Officer, on the behind-the-scenes story of this major brand initiative. In the process, you'll get some practical tips for your own rebranding, plus ideas on how to make creative ideas actually happen in a business.

Tweet @youngheike or @marketingcloud with your thoughts on this episode or ideas for a future topic.

Aug 30, 2017

Heike shares a quick update about the next several Marketing Cloudcast episodes, along with a preview of next week's interview with Simon Mulcahy, Salesforce's Chief Marketing Officer.

Have 60 seconds to give the Marketing Cloudcast a review on iTunes? We'd greatly appreciate it, as it helps more marketers like you discover the show!

Tweet @youngheike or @marketingcloud with your thoughts on the Marketing Cloudcast or what you'd like to hear about next.

Aug 23, 2017

Reviewing data and numbers is a key part of almost every marketing job today. Yet many of us went into marketing because we like to be creative — not knee-deep in spreadsheets. Listen as two data-loving marketers discuss how they make data-driven decisions in their roles and demystify the "data is scary" stigma.

You'll learn from Annie Cushing, founder of Annielytics.com, and Alice Avery, resident number-cruncher at Salesforce (who Heike often turns to with questions). You'll emerge from this episode with takeaways about how and when to involve data in your everyday marketing processes — which will lead to your opinions being backed by data and more successful marketing campaigns.

Tweet @youngheike or @marketingcloud with your thoughts on this episode or ideas for a future topic.

Aug 16, 2017

A career in marketing can be fun, creative, rewarding, and smart for the long-term — businesses will always need to market their products, no matter what else changes. In this episode, hear advice from two real-life marketers who made a mid-career switch to marketing (one from sales, one from journalism) and a career counselor who shares strategic tips on making the switch less terrifying.

Tweet @youngheike or @marketingcloud with your thoughts on this episode or ideas for a future topic.

Aug 9, 2017

Content marketing has evolved significantly from the days when companies thought, "We'll hire an out-of-work journalist to write blog posts, and bingo — we'll have content marketing." Today, content is all about new contexts (like smart speakers), new roles (like audio and video production), and de-siloed efforts across owned, paid, and earned media. Listen as Rebecca Lieb, one of the world's foremost researchers on content marketing, explains what you need to know about content to stay ahead of the curve and update your strategy for the remainder of 2017 and beyond.

Tweet @youngheike or @marketingcloud with your thoughts on this episode or ideas for a future topic.

Aug 2, 2017

Email marketing is only as good as your content. Unfortunately, building emails has become extremely cumbersome, with a single email requiring upwards of eight hours of work. If you've got plenty of time to create unique copy for every email, awesome. If you're looking for ways to recycle your best existing content and be more productive, look no further.

David DeVore, founder and CEO of StoryPorts and renowned email expert, shares six of his top places you can look for recycled email marketing content that will save you time and supercharge your campaigns.

Tweet @youngheike or @marketingcloud with your thoughts on this episode or ideas for a future topic.

Jul 26, 2017

Have we reached peak influencer? People are now quitting their jobs to become full-time Instagram influencers, and self-made YouTube stars are the new Hollywood A-list. All entertainment aside, these influencers present an incredible business opportunity for brands to connect with their audiences through trusted community leaders.

We interview Jackie Sobon (a food blogger, photographer, cookbook author, and social media influencer) to get the influencer's perspective on how marketers can make these partnerships more effective — and what drives her crazy about today's influencer marketing arrangements. We also ask Lee Odden (CEO of TopRank Marketing) about the best marketing KPIs and types of content for influencer relationships, as well as the future of this emerging tactic.

Tweet @youngheike or @marketingcloud with your thoughts on this episode or ideas for a future topic.

Jul 19, 2017

You know Yelp, TripAdvisor, Amazon, Google, and other reviews are a huge part of buying journeys. But how can you use existing customer reviews in your marketing content to make the things your company says more believable? And what if you're in B2B and don't have traditional reviews to pull from?

Get the answers from two leading experts in customer testimonials and reviews: Daniel Lemin, author of "Manipurated" and head of consulting at Jay Baer's Convince & Convert; and Andy Crestodina, cofounder and strategic director of Orbit Media Studios and planner for hundreds of websites in his career.

You'll learn how to upcycle this existing testimonial content to make your marketing much more believable and resonate effectively with potential customers.

Tweet @youngheike with your thoughts on this episode or ideas for a future topic.

Jul 12, 2017

Sometimes a message, campaign, or product takes on a life of its own and becomes a legitimate movement. It seems like magic, but what really happened? Listen as Jay Baer explains what fueled the crazy success of his NYT-bestselling book "Youtility" and Sangram Vajre, CMO and co-founder of Terminus, shares how his "Flip My Funnel" concept grew a community of worldwide B2B followers. You'll hear the behind-the-scenes story that's rarely told of how these movements grew — as well as Jay and Sangram's cautionary advice about what doesn't really constitute a movement.

Tweet @youngheike with your thoughts on this episode or ideas for a future topic.

Jul 5, 2017

Seth Godin says we're living in an age where people just ignore stuff — and only the remarkable stuff will spread. If you can get your audience to share your content online, it truly can spread like wildfire. So how can we as marketers create the type of content that people actually want to share? In this episode of the Cloudcast, we learn a few principles of psychology to help us create more scientifically shareable content.

Host Heike Young talks with Dr. Susan Weinschenk, a behavioral psychologist, and Brad Beutler, a marketing manager at Sigstr who crafted a blog series that now accounts for 4 of his company's top 5 posts ever. With Brad's stories from the field and Susan's tales of science, you'll be both entertained and better trained on how to make truly shareable content for your brand.

Enjoy this episode? Have more questions or ideas for a future Cloudcast topic? Connect with Heike on Twitter. http://twitter.com/youngheike

Jun 28, 2017

If you want to grow your career as a marketer, you're going to have to pass the not-so-enjoyable hurdle of job interviews. According to guest Katie Smith, CEO of career development firm Careerable, people rank job interviews near getting a cavity filled, in terms of stress level.

So how can you make this experience less terrible, nail the entire interview process, and get yourself a great offer for your next marketing gig? Listen as Katie, a marketing hiring manager (Kyle Lacy of Lessonly), and a marketer who's also an expert interviewer (Amy Higgins of TopRank Marketing) explain their best job interview secrets.

Highlights from this episode:

"Probably 8 of the 150 people I've interviewed has every asked me who they're going to be in the room with, which is mind-blowing to me. Then you don't understand who you're meeting with. Once you understand that, it's much easier to sell yourself, and it's much easier to communicate with people.

"Write down eight to 10 stories that sum up your experience. People are so much more natural when they're in storytelling mode Think about CAR: challenge, action, result. What was the challenge that the business was facing? What was the action you specifically took? What was the result of it?"

"Back then, I did a lot more of the talking and less of the listening. I was always felt pressured to say the correct thing, and so that pressure would equal me continually talking, and I never stopped. Now, I would say I only do about 20% of the talking."

Did you enjoy this episode? Want to share your thoughts or must-have job interview tips? Connect with Heike on Twitter: @youngheike.

Jun 21, 2017

Joel Book is riding off into the glorious sunset of retirement, and we’re dedicating this episode of the Marketing Cloudcast entirely to him! What does Joel want you to know from his 40-year career as a marketer? What are his top tips for work/life balance? And how will he answer the Final Five for the very first time? It’s all in Joel’s fond farewell episode.

Don't worry. The weekly marketing podcast you know and love isn't going anywhere. Next week, we'll be back with a vengeance. Heike is launching a brand new format and style for the Cloudcast on 6/28, so be sure to tune in and let her know what you think.

Resources for this episode:

Subscribe to the Cloudcast: http://sforce.co/cloudcast

Talk to Heike and Joel about upcoming topics, future guests, or whatever else is on your mind:

http://twitter.com/youngheike

http://twitter.com/joelbook

Jun 14, 2017

Jeffrey K. Rohrs, CMO of Yext and author of the esteemed book
Audience: Marketing in the Age of Subscribers, Fans, and Followers" joins Heike and Joel on the Cloudcast. Listen as Jeff shares his top marketing trends for the rest of 2017, including Siri, hyper-granular mobile search, the importance of company culture and employer marketing, and brand authenticity.

Resources for this episode:

Jeff's company: http://yext.com

Subscribe to the Cloudcast: http://sforce.co/cloudcast

Talk to Heike and Joel about upcoming topics, future guests, or whatever else is on your mind:

http://twitter.com/youngheike

http://twitter.com/joelbook

Jun 7, 2017

Garrett Mehrguth, CEO of Directive Consulting, joins Heike and Joel on the Marketing Cloudcast. According to Garrett, in 2017, “great SEO is just great audience research.” Gone are the days of keyword stuffing, oversimplified keyword lists, and discombobulated PPC campaigns. The new era of SEO is all about respecting your customers’ research wherever it takes them, because today’s customers are world-class researchers. Get practical, doable tips for SEO in the modern age in this episode of the Marketing Cloudcast.

Resources for this episode:

Garrett's website: http://directiveconsulting.com

Subscribe to the Cloudcast: http://sforce.co/cloudcast

Talk to Heike and Joel about upcoming topics, future guests, or whatever else is on your mind:

http://twitter.com/youngheike

http://twitter.com/joelbook

May 31, 2017

Tom Hogan joins the Cloudcast. Tom is co-author of "The Ultimate Start-Up Guide" and co-founder of Crowded Ocean, one of Silicon Valley’s leading marketing firms for startups. In this episode, Tom gets real about the failure rate for start-ups — and explains how marketers can help growing companies stick around for the long haul. He shares why you’re not Steve Jobs (and that’s actually a good thing!), how to craft a great company culture from the early days, and ways to leverage great talent without it costing a fortune.

Resources for this episode:

Tom's website: http://crowdedocean.com

Subscribe to the Cloudcast: http://sforce.co/cloudcast

Talk to Heike and Joel about upcoming topics, future guests, or whatever else is on your mind:

http://twitter.com/youngheike

http://twitter.com/joelbook

May 24, 2017

Scott Wentworth, founder of Wentworth Financial Communications, joins the Cloudcast. At this point, you’re probably sold on the benefits and necessity of content marketing. And you probably know that data and research can throw you a big assist in lending credibility to your content. But what are the best ways to add data to your content plan? Listen as Scott explains why data is now steering the content ship and the best ways to incorporate “show me” data instead of “tell me” opinions in your e-books, blog posts, and more.

Resources for this episode:

Scott's company: http://www.wentworthwriting.com/

Subscribe to the Cloudcast: http://sforce.co/cloudcast

Talk to Heike and Joel about upcoming topics, future guests, or whatever else is on your mind:

http://twitter.com/youngheike

http://twitter.com/joelbook

May 17, 2017

Ken Rutsky, B2B marketing consultant and author of Launching to Leading, joins the Marketing Cloudcast. In your marketing, who’s the hero: your company or your customer? Listen as Ken explains how to craft a viewpoint that positions your customers as the real heroes, with plenty of practical steps to grow your startup from its earliest phases to true market leadership. Hear tips on communicating your value through experiences, facilitating an Apple-esque buyer journey, and much more.

Resources for this episode:

Ken's book: http://sforce.co/KenLaunch

Subscribe to the Cloudcast: http://sforce.co/cloudcast

Talk to Heike and Joel about upcoming topics, future guests, or whatever else is on your mind:

http://twitter.com/youngheike

http://twitter.com/joelbook

May 10, 2017

Heike and Joel talk with Chad White, Research Director at Litmus and author of "Email Marketing Rules." Email has been around for a while. But Chad still sees plenty of common email marketing mistakes when he looks inside today’s inboxes. Listen in as Chad, one of the industry’s most respected email researchers and speakers, explains how you can address changing consumer expectations and improve email ROI with every message you send. You’ll learn about mobile-friendliness, design changes, the biggest disruptors in email for 2017, and more.

Resources for this episode:

Chad's website: http://www.emailmarketingrules.com/

Subscribe to the Cloudcast: http://sforce.co/cloudcast

Talk to Heike and Joel about upcoming topics, future guests, or whatever else is on your mind:

http://twitter.com/youngheike

http://twitter.com/joelbook

May 3, 2017

Itay Rahat, Senior Director for CRM and Fan Engagement Platforms at Warner Music Group, joins the Cloudcast. Is your email marketing strategy in need of a refresh? Listen as Itay explains some of the creative ways that he and his team target millions of music fans around the globe with personalized, consistent email content. You’ll hear the backstage story of how Warner reaches distinct fan groups — with very different interests and preferences — with one singular email marketing strategy.

Apr 26, 2017

Pam Didner, author of the book "Global Content Marketing," joins the Cloudcast. Is your content neglecting a huge audience — of the millions of people who live outside your home country? Pam talks with Heike and Joel about how to practice cultural sensitivity, scale your content strategy, and collaborate with international teams in this episode of the Marketing Cloudcast. Even if you’re not looking to be a multinational corporation anytime soon, you’ll learn a few key tips to make your content more accessible to and enjoyable for everyone.

Resources for this episode:

Pam's website: http://pamdidner.com

Subscribe to the Cloudcast: http://sforce.co/cloudcast

Talk to Heike and Joel about upcoming topics, future guests, or whatever else is on your mind:

http://twitter.com/youngheike

http://twitter.com/joelbook

Apr 19, 2017

Sarah Hill, CEO and Chief Storyteller at StoryUP, joins Heike and Joel. Virtual reality (VR) and augmented reality (AR) have huge possibilities for reaching consumers. But many marketers still aren’t sure of the best use cases for these tools — or how difficult they are to implement.

Listen as Sarah explains why VR should ultimately be a tool for empathy; how VR should be used for depth, not reach; and what you need to get started inexpensively. She also explains several real-world examples that prove why VR deserves a role in your video and storytelling strategy.

Resources for this episode:

StoryUP's website: http://www.story-up.com/

Subscribe to the Cloudcast: http://sforce.co/cloudcast

Talk to Heike and Joel about upcoming topics, future guests, or whatever else is on your mind:

http://twitter.com/youngheike

http://twitter.com/joelbook

 

Apr 12, 2017

Rick Kenney, Head of Consumer Insights at Commerce Cloud, is our guest. When it comes to marketing, data beats opinions, right? We’re fortunate as modern marketers to have access to trillions of data points, so we might as well see what the numbers say.

In this episode, Rick breaks down the latest research on how, where, and why consumers are shopping, based on the latest Shopping Index rom Commerce Cloud. From the increase in mobile purchases to showing stronger buying intent, learn about the buying behaviors to which your marketing efforts must cater.

Resources for this episode:

Shopping Index: http://www.demandware.com/shopping-index/

Subscribe to the Cloudcast: http://sforce.co/cloudcast

Talk to Heike and Joel about upcoming topics, future guests, or whatever else is on your mind:

http://twitter.com/youngheike

http://twitter.com/joelbook

Apr 5, 2017

David DeVore, founder and CEO of StoryPorts, joins Heike and Joel on the Cloudcast. Does your email marketing strategy need some polish? Listen as David — an adviser on email to some of the world’s largest companies — explains his personal tips to help your emails stand out in the inbox crowd. You’ll also learn the latest on interactive content in email, personalization, and upcoming email trends so you can stay ahead of the curve.

Mar 29, 2017

Jacob Morgan, author of "The Employee Experience Advantage," joins the show. Employee experience is more than an HR responsibility. It’s now a heavy-hitting marketing differentiator. Listen as Jacob explains the research behind his latest book — in which he analyzed 252 organizations on their culture, technology, and space. You’ll learn how a better employee experience can directly affect the success of your company, and what you can do as a marketer to identify employee experience gaps and leverage company culture as part of your brand.

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