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.
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.
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.
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:
Karen Lee, Associate Director of Digital and Social at Stanford Graduate School of Business, joins the show. Marketing an educational institution brings unique challenges: fragmented audiences, a lengthy customer lifecycle, and the need to serve a broad, global community. Listen as Karen shares useful tips and creative suggestions from her experience marketing to Stanford’s various social media audiences.
Todd Lebo, Chief Marketing Officer at Ascend2, joins the podcast. Ascend2 publishes research reports on digital marketing tactics and channels. Listen as Todd shares his company’s latest data on content strategies, what’s helping the most successful marketers get ahead, and why boldness pays off.
LinkedIn's Global Content Marketing Leader, Jason Miller, joins the Cloudcast. The biggest LinkedIn mistake marketers can make is assuming LinkedIn is just for jobs. From his unique vantage point, Jason shares crucial and clever advice about creating, publishing, and promoting content on LinkedIn and SlideShare. If you’ve ever wondered how to get more from marketing on LinkedIn, this episode is for you.
Brad Haller, social media specialist at Mercy, is our guest. Mercy is a health system that’s completely refocused its social media strategy around patients. Brad takes us through Mercy’s approach to sharing real human stories that elicit emotional responses on social media. You’ll learn how you can engage with your customers on social in a more personable way, inspiring greater engagement and loyalty.
Beyond Meat’s Director of Marketing, Will Schafer, joins the Marketing Cloudcast. So, what can you learn about marketing from a vegan meat company? Listen as Will explains how Beyond Meat has turned customer-generated visual content, social media buzz, and authenticity into more sales. Hear his must-have tips on brand messaging, leveraging influencers, adding email marketing to the mix, and more.
The Marketing Cloudcast talks with Catherine Wood. Catherine hasmade her career in retail and lifestyle marketing, working asdirector of relationship marketing for NordstromRack.com andHauteLook, and senior marketing manager for Disney Media Networksand Games. In this episode, Joel and Heike look at the entirecustomer journey from Disney’s perspective, discover Catherine’smost tried-and-true strategies for customer lifecycle marketing,and consider what channels marketers might mistakenly beoverlooking.
The Marketing Cloudcast talks with Noah Fleming, author of the #1 Amazon bestseller "Evergreen: Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving." Loyal customers are the heart of every business. So why do marketers obsessively chase new customers instead of sustaining relationships with those they already have? In this podcast episode, Noah shares memorable examples and practical how-tos to help marketers create a more loyal and engaged foundation of customers. He also explains how you can gauge the current state of your customer loyalty.
Karianne Stinson, Priceline's social media manager, joins the Marketing Cloudcast to explain how Priceline uses social media to entertain and engage customers, going beyond just promoting deals. Karianne shares details of how her team organized and executed Priceline’s best-performing campaigns on Facebook and Instagram, and also shares her tried-and-true strategies to test which social channels will resonate best for your company’s audience.
Nick Westergaard, author of Get Scrappy, a digital marketing book for small and big business and chief brand strategist at Brand-Driven Digital joins the Marketing Cloudcast. Nick share some scrappy and smart marketing hacks that companies of all sizes can use. Marketers have more channels, platforms, devices, and networks to worry about than ever before — yet not always more budget — so Nick enlightens Joel and Heike on how marketers can do more with less.
Daniel Lemin authored the new book Manipurated: How Business Owners Can Fight Fraudulent Online Ratings and Reviews. He's also senior strategist at Convince & Convert and founder of One Good Brand. Daniel joins the Marketing Cloudcast to educate marketers on what's really behind those terrible one-star or glowing five-star reviews, how the system manipulates businesses, and what marketers can do about it. If you've ever wondered where Yelp or TripAdvisor fit into your marketing strategy, this episode is for you!
Sarah Lochting, Vice President of Communications at Getty Images, joins the Marketing Cloudcast to discuss the significance of imagery in digital marketing. What types of photography and video trends are on the horizon for 2016? How is social media influencing professional photography? And how, exactly, did Getty Images partner with Vince Vaughn to create those hilarious faux-stock photos last year? It’s all covered in this episode.
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.