Category Archives: MARKETING

BUSINESS, MARKETING, SALES

Neil Berman: Results-driven email marketing

Joined in studio today by Neil Berman, the president and CEO of Delivra, results-driven email marketing.

Discussion guide from today’s conversation with Neil Berman:

Neil Berman1. The importance of email marketing.

2. Email marketing tips for small and mid-sized businesses.

3. Using email and SMS messaging to generate revenue.

4. Do’s and Don’ts of drip campaigns.

5. What are people still doing wrong with email marketing?

6. How to properly build your mailing list.

About Neil Berman:

With nearly 20 years in the software industry, Delivra founder and CEO Neil Berman continues to be driven by a passion to find innovative solutions that help clients win in their industries. Neil draws upon his extensive skills in executive leadership, strategic planning, financial management and team building to lead his Indianapolis-based company. He promotes strong cultural values as the essential ingredient to sustaining a high performing team, which has helped the company earn the ranking as one of Indiana’s Best Places to Work. Neil also is steadfast in promoting the company’s mission to succeed by focusing on helping its clients succeed first.

In addition to helping Delivra’s clients overcome their marketing challenges, Neil regularly shares his knowledge with the business community as a speaker, blog author and interview subject for media outlets. Neil’s commitment to Delivra, his staff and clients has helped the company land on Inc. 5000’s List of the Fastest Growing Private Companies in America. The company’s clients include small- to large-size businesses across the nation, including Samsung, Red Gold, The American Legion and Butler University.

Neil, a graduate of University of Minnesota’s Business Administration School, has served as a member and leader for various industry organizations, including the Indiana CPA Society, the American Marketing Association and the Business Marketing Association.

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BUSINESS, MARKETING, SALES

Doug Karr + Jenn Lisak: Fresh thinking on marketing technology

Joined on the show by Douglas Karr and Jenn Lisak, of DK New Media!

Today’s discussion topics: Content marketing, blogging for business, podcasting for business, SEO optimization, landing page optimization, increasing conversation rates, and how to make outsourced work authentic.

About Douglas Karr + Jenn Lisak:

Douglas has co-founded several companies and been a crucial resource for several marketing and technology startups. Douglas started in the traditional marketing space in print advertising, database marketing and direct mail, and then transitioned to digital media when it was still young. He quickly raised through the ranks of search engine marketing professionals and is now known around the globe for his focus on multi-channel marketing with respect to search, pay-per-click, social and other strategies.

Working with the main brands like GoDaddy, Angie’s List, the Indianapolis Colts, Douglas is an expert at developing digital marketing strategies tailored to DK New Media’s clients’ resources and processes. He’s vendor agnostic and works especially well in coordinating lead gen efforts for companies with outbound sales departments.

Douglas has been recognized by LinkedIn in their Sophisticated Marketing Guide as a top marketer, and his blog is known internationally as a resource for marketing-related technology research and discovery. Douglas is also an Analyst for VentureBeat and is developing an organic search engine marketing report.

He also assists investors and investment firms with research and due diligence on prospective investments.

Jenn Lisak is the Vice President and Content Strategist for DK New Media, an inbound marketing agency that specializes in new media optimization, social media, infographics, and marketing strategy. She is responsible for content and infographic development, social media strategy, and managing and advocating for her clients. She writes and speaks on content marketing, infographics, and social media.

Jenn was also a 2014 committee member for the Connectivity committee for Plan 2020, the bicentennial plan for Indianapolis and Marion county. She was also a part of Class 3 of Indy Hub’s 1828 Project, a gathering of young leaders between the ages of 18 and 28, and she received Techpoint’s Tech 25 award in 2015.

Jenn graduated from Butler University with a Bachelors degree in marketing in 2010. She was also nominated for Indy’s Best and Brightest award for the technology division in 2012 and 2013. Jenn was named partner for DK New Media at 26 years old. She is also a main contributor for the Marketing Tech Blog.

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AUTHORS, MARKETING

Professor Bruce Newman: The 2016 Presidential Election Outcome Explained

Bruce Newman, professor of marketing at DePaul University, joins me on the show to discuss the surprising outcome from the 2016 U.S. Presidential election. And what you’ll find, it really shouldn’t have been a surprise.

Discussion guide from my conversation with Bruce Newman:

Bruce Newman1. Analyzing the race from a “true marketing perspective,” and understanding the candidates’ marketing strategy.

2. “Trump was more effective at talking about what mattered most to the American people. And Hillary was viewed as representing the elite.”

3. “Hillary spent too much time targeting Trump’s negatives. When customers buy, they want to know what you will do. Not your competition.”

4. “The Outsider:” Developing a unique brand identity.

5. The power of “Make American Great Again,” and how that fed the brand identity.

6. Trump’s strategy: Use of earned media, building and executing a much stronger data and targeting operation than anticipated, and pushing a largely “positive” message.

7. Trump’s surprisingly effective use of technology to reinforce his base, and Hillary’s failure to do so.

8. Hillary’s poor ability to build an effective relationship with her customers, and Trump’s ability to completely redefine the relationship between voters and a candidate for president.

9. Trump’s ability to work through and mitigate damage from various crisis situations, and how Hillary blew the big one from FBI Director Comey.

Find Bruce Newman’s book here:

About Bruce Newman:

Newman, author of THE MARKETING REVOLUTION IN POLITICS, is a professor of marketing and a Wicklander Fellow in Business Ethics in the Kellstadt Graduate School of Business at DePaul University and founding editor of the Journal of Political Marketing.

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BUSINESS, MARKETING, SALES

Sunny Bonnell: Purpose-driven branding vs. traditional branding

Joined in studio by Sunny Bonnell, Co-Founder and Creative Director of Motto, an award-winning branding and design firm.

Discussion guide from my conversation with Sunny Bonnell:

Sunny Bonnell1. What is Sunny’s definition of branding?

2. Purpose, vision, and promise.

3. What are keys to successful Kickstarter campaigns?

4. Purpose-driven branding vs. traditional branding…what is the difference?

5. How to identify and capture a company’s brand personality?

6. Emotion AND meaning.

About Sunny Bonnell:

Sunny is a branding expert and serves as the co-founder and creative director at Motto, a comprehensive branding firm that works with ambitious companies and entrepreneurs who are eager to build remarkable brands. Under her leadership, Motto is the company behind several well known brand campaigns including Orison, the challenger to the Tesla Power Wall, which launched on Kickstarter and surpassed their goal by 7x, the rebranding of USA Today’s Humankind digital video initiative, and the branding and digital platform for Johnny Cupcakes’ personal brand, who has become one of the most relevant motivational business speakers for today’s generation. She holds an MFA in Design & Visual Communication from the prestigious Savannah College of Art & Design.

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BUSINESS, CONTRIBUTORS, MARKETING

10 Steps To Make Your Marketing Dollars Work Smarter

As marketers in the B2B space, the challenge is in allocating marketing budgets strategically to ensure the highest potential return. Moreover, marketing should be considered the effort of creating awareness for your business. It’s how prospective clients are exposed to your business and ultimately evolve into buying clients.

According to Forrester’s “Focus B2B Marketing Budget Gains on Business Outcomes to Succeed in 2014” report, B2B product and service marketing budgets range between 13% and 6% respectively. Interestingly, B2B companies with less than $25 million in revenues represented the higher end of the scale with 13.9% marketing spend.

Regardless of where you lie within this scale, the important thing to note is allocating a marketing investment budget is absolutely essential to create awareness and relevancy. Current marketing investment trends continue to evolve but within those executional tactics the tried and true remain which include the following: content marketing, mobile marketing, social media marketing and allocations to upgrading websites.

Here are 10 Ways to Make Your Marketing Dollars Work Smarter:

1. Upgrade your website:
Your website should be considered your marketing homebase. It is essential that it is “viewable” on all digital platforms like mobile, desktop, laptop, etc. What used to be recommended is now required. In fact, companies are not guaranteed to have a presence in search results, done via mobile, if their website is not mobile friendly. An investment in an adapative and responsive design for your website will ensure that your website will show up in the search results when someone is looking for your solution.

2. Invest in cohesive branding
Think of how we easily we recongize major brands by their logo: The swoosh? Nike. Golden arches? McDonald’s. We even connect colors with particular brands, such as green and gold with John Deere tractors. Regardless of your love or hate relationship with these brands, they show up cohesively across all customer touch points in a professional manner. Remember that a professional appearance not only builds recognition online and offline, but also builds trust. An additional benefit to having cohesive branding is the ability to build brand equity overtime, one that could be monetized in multiples of your revenue.

3. Content marketing strategy
According to Smart Insights, who polled more than 600 marketers, the lionshare of focus for marketers in 2016 is on content marketing (53%). Providing quality content online to build apparent authority and expert insights is the objective of content marketing. The name of the game is adding value, which builds subject matter expertise; something your customers and prospects love.

4. Community Management / Social listening
An often overlooked component of marketing is community management and social listening. Monitoring what is being said online is critical to not only protect your brand but also to create engagement with your customers. Additionally, by closely monitoring you can mitigate the compound effect of bad press. Instead you can turn that into an opportunity for client recovery, a very powerful strategy to help gain visibility that you are a brand that cares. But the most important reason for managing your reputation online is because many people take their customer service issues directly to social media.

5. Video Marketing
2015 was the tipping point for video marketing as the go-to medium for engagement. Daily video playbacks on Facebook totaled 4 billions videos per day in early 2015. By the end of that same year, views had doubled. There is no doubt that incorporating video into your marketing outreach is an effective way to create engagement.

6. Strategic Partner Marketing
A strategic partner plan offers the ability to cross promote and potentially accelerate market penetration. Partnerships come in a variety of ways whether it’s financial, marketing focused, supplier relationships, etc., The optimal scenario is where you complement your strategic partner to the extent that you gain a competitive advantage with your aggregated offering.

7. Guest Blog Posting
Blogging is still a relevant way to find your audience. Guest blogging is a great way to drive traffic back to your website, increase sales, and grow your brand. The important thing to remember is that your guest blogging outreach should be carefully targeted towards blogs that your perfect customer is likely to read, and that are credible.

8. Podcasting
One of the newer outreach methods is podcasting. There is a very low barrier to entry if you are interested in starting a podcast about your niche. You can create a platform where you offer expert advice. By including a social syndication backend to your podcasting you can ensure that your content will circulate through the web on a consistent basis. Don’t want to take on another marketing task like podcasting? Go on a podcasting tour, researching the top 10 podcasts in your field. It’s a great way to connect to influencers in your space.

9. Google AdWords
Google AdWords can be a great complement to your social media strategy. By leveraging keywords, specific to your industry, you can be the solution to your perfect customer’s problems. One of the big benefits, is that unlike direct mail or print, Google Adwords results can be closely monitored and measured.

10. App Marketing such as Quora
Resource apps like Quora are a great way to establish credibility. There you can do searches for keywords in your industry and provide answers to your prospect’s most challenging situations. It is also a good source for market research as a way to test a potential idea or marketing campaign.

Tapping into the power of Digital Marketing, a B2B company can gain relevancy that is not only cost effective but can also leave a blueprint online to further build brand equity.

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Best selling author Pamela Herrmann & Patty Dominguez are the Co-Founders of CREATE Buzz, committed to helping small businesses get customers and keep customers by taking the overwhelm out of technology and online marketing. Pamela is the author of, “The Customer Manifesto – How Business Has Failed Customers & What It Takes To Earn Lasting Loyalty”. They co-host The Morning Would Show bringing the latest in marketing tips and strategies.

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AUTHORS, BUSINESS, LEADERSHIP, MARKETING, SALES

Dan Roam: Why drawing makes you a better leader, salesman, and innovator!

Joined in studio by Dan Roam, the president of Digital Roam Inc, and the author of Draw To Win: A Crash Course On How To Lead, Sell, And Innovate With Your Visual Mind. Learn more about Dan here.

Discussion guide from my conversation with Dan Roam:

Dan Roam1. We’ve always communicated visually, from our earliest days. Why have we stopped?

2. The role technology plays in today’s visual communications.

3. “But I can’t draw, Dan?”

4. Seven basic shapes that explain just about everything.

5. Are there new tools we can use for visual communication?

6. How does visual communication help you lead, sell, and innovate?

7. We’ve done this since childhood. Why you need to do it again!

Find Dan Roam’s book here:

About Dan Roam:

Dan is the author of four international bestselling books on visual communications which have been translated into 31 languages. “The Back of the Napkin: Solving Problems with Pictures” was named by Fast Company, The London Times, and BusinessWeek as ‘Creativity Book of the Year.’ Dan’s newest book, “Draw to Win” will be published by Penguin Portfolio this week. Dan has helped leaders at Google, Microsoft, Boeing, Gap, IBM, the US Navy, the United States Senate, and the White House solve complex problems with simple pictures.

Dan and his whiteboard appear frequently on CNN, MSNBC, ABC, CBS, Fox, and NPR. Dan graduated from the University of California Santa Cruz with a Bachelor of Arts in Fine Art and a Minor in Biology. Dan lives in San Francisco.

Dan Roam

Dan Roam

Dan Roam

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BUSINESS, MARKETING, SALES

Explaining The Small Business Failure Rate

Statistics about business success aren’t reassuring.

About 80 percent of new businesses fail in the first 18 months, according to Bloomberg Business research. During the economic meltdown of 2008, for the first time in decades more businesses closed than were started.

“What business owners don’t seem to understand is that what’s required, not only to survive but to thrive, is within their control,” says Pamela Herrmann, author of “The Customer Manifesto: How Business Has Failed Customers And What It Takes To Earn Lasting Loyalty.”

“The typical business owner has no idea how to create leverage, how to utilize new technologies, how to strategize to be competitive, or how to stop the hemorrhaging of cash in the form of failed online-marketing investments.”

Herrmann is co-founder with Patty Dominguez of CREATE Buzz (www.CreateBuzzNow.com), which is changing the way small businesses connect with customers – both online and offline. Dominguez and Herrmann review four business mistakes – and ways to correct them:

Missing the biggest revenue opportunity. Much of traditional marketing focuses on attracting new customers. “But the biggest revenue opportunity is in keeping existing customers,” Dominguez says. Among the ways to keep customers loyal: Always greet them warmly. If they are waiting in line, thank them for their patience and assure them you’ll be with them promptly. Make certain your business is clean and comfortable. Use words such as “my pleasure,” “absolutely” and “you’re most welcome” instead of “sure,” “no problem” or “yeah.”

Tracking the wrong metrics. Business owners often make marketing decisions based on short-term data, like how much money is in the bank or how many sales they made last month. This is reactive — not proactive.

Herrmann and Dominguez say the way to focus on the right metrics is to ask such questions as: How many new leads did you get this month? How much did it cost you to acquire that new lead or customer? What’s the average value of a single transaction?

Failing to manage their message across all customer touch points. Most businesses are unaware of all the ways consumers use technology to find them. Businesses should create a Customer Journey Map so they can see all the touch points across all channels, measure how well they are doing and then identify gaps and opportunities.

Being unaware of marketing fundamentals. Just like an archer tries to hit the bull’s-eye, an entrepreneur tries to reach customers. No matter how many arrows that may be in her quiver, if she doesn’t know how to aim, she’ll probably miss. The same is true with marketing.

“You need to know who you’re marketing to,” Dominguez says. “Why are you marketing to them? What are their wants and needs? When you do you this effectively, you shift from sinking money into fixing problems and into growing your business through strategic decision making.”

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Pamela Herrmann and Patty Dominguez cofounded CREATE Buzz (www.createbuzznow.com), an online training experience that helps business owners and their employees get powerful, positive and practical customer engagement habits that build loyalty. Herrmann and Dominguez co-host the Customers For Life podcast and The Morning Would Show, providing daily motivation.

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BUSINESS, HR, MARKETING

Scot Sessions: Marketing Talent Acceleration

Marketing HireVue: Scot Sessions

Scot Sessions, Sr. Marketing Director at HireVue, talks about their Talent Acceleration Platform: data, assessments, and coaching.

“Accelerate the build process of talent and then develop those new hires as quickly as possible.”

Check out this great interview and learn what’s on Scot’s mind:

  • Building your teams
  • Developing your teams
  • Understanding a resume as “data”
  • Video Interviewing > Digital Interviewing
  • The HireVue Culture
  • Marriage between Talent and Learning & Development
  • The Gig Economy?
  • TalentSummit.io – a totally digital conference!

“We have an ‘Attritvutes Wall’ – where we identify the qualities we want in a teammate. Act like an owner. Another? always put the customer first.” – Scot Sessions

**For more interviews from our live #HRTechConf coverage, click here. Our goal is to bring you the brightest and most talented individuals in HR and those who develop, market & sell  technologies which benefit and support HR processes & practices.

AUTHORS, BUSINESS, INCUBATOR, LEADERSHIP, MARKETING, SALES

Jeff Loucks: How to beat disruptive competitors at their own game

Joined in studio today by Jeff Loucks of the Cisco Digitization Office, and co-author of Digital Vortex: How Today’s Market Leaders Can Beat Disruptive Competitors at Their Own Game.

Discussion guide from my conversation with Jeff Loucks:

Jeff Loucks1. We discuss the research behind the book.

2. We hear a lot about digital disruption. Is it real or is it hype? How does competition change in the age of disruption?

3. You compare digital disruption to a vortex. How does this explain how disruption works? And what will be affected?

4. Digital disruptors focus on the value, not the value chain when they innovate.

5. Organizations must be agile to respond to disruption. “Digital business agility.”

6. Are digital disruptors always the enemy? Can established organizations use them to their advantage?

Find Jeff Loucks’ book here!

About Jeff Loucks:

Jeff is a director with the Cisco Digitization Office and a visiting scholar at the Global Center for Digital Business Transformation, an IMD and Cisco initiative.

Jeff works with Global 500 firms and innovative startups to explore the strategies and concrete steps companies must take to thrive in an era of digitization. Through fifteen years of research, writing, and consulting, Jeff has helped companies capitalize on technological change by transforming their business models. Jeff is especially interested in the strategies organizations use to adapt to accelerating change. An extensive academic background complements his technology expertise. He wrote his PhD dissertation on Machiavelli (one of the world’s great strategists) and draws upon philosophy, psychology, and political science to understand both institutional and human responses to today’s escalating challenges.

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BUSINESS, HR, MARKETING

Jeanne Achille: #HRTech Pre-Conference Chat

HR Tech Pre-Conference CHATS: Guest Jeanne Achille joins Rayanne for this #KeyPointPodcast 
iHR logo

HR Latte, episode 98


Series:
 Pre-HR Tech

jeanne achilleJeanne Achille, Founder and CEO of The Devon Group, joined Rayanne on this special edition of HR Latte, a pre-conference conversation for HR Tech.  Jeanne has managed the PR and analyst briefings for many years — doing pre-show publicity and onsite press operations.

“When you were a kid, did you say, ‘I wanna go into HR Tech…’ It has been a terrific journey. Part of it has been proactive, but some of it certainly has been reactive.” – Jeanne Achille

Women in HR Technology

Check out the pre-conference session at HR Tech: Women in HR Technology of which Jeanne is a part. You won’t want to miss this first-of-its-kind Event to Highlight the CHROs and Business Leaders Breaking New Ground for Women in Technology Leadership.

“In the traditionally male-dominated technology industry, there are many successful women leaders introducing new ideas, developing transformative solutions and leading their companies to success,” said HR Tech Conference co-chair, Steve Boese. “We are proud to hold this long overdue ‘Women in HR Technology’ event, which will not only showcase more than 15 of the most successful women changing the industry, but also provide new insights for how other women can create their own professional roadmaps.”

More about the services provided by The Devon Group: founded in 1994 by CEO Jeanne Achille, The Devon Group designs and delivers measurable awareness and sales acceleration public relations programs that enable organizations to build credibility for products, services and ventures, generate qualified sales leads, and stake claims to new markets.

Discussion Points for this episode:

  • The Devon Group
  • Vendor Briefings with Analysts
  • What is a Vendor Briefing?
  • The Continual Prep required for Conference Success
  • The Talent Acquisition Technology Conference
  • Surprises/Antics in the HR Tech Briefing Room
  • Advice for Conference: Plan Ahead!

On Twitter

@JeanneAchille
@Ray_anne
and @HRLatte

*Click here for past Episodes 1-66

HRLatte is made possible by:

Dovetail Software logoDovetail Software delivers web-based solutions & help desk programs that enable organizations to reduce administrative & support costs, diagnose & resolve complex business problems, and increase efficiency, while improving support.

Rayanne loves hosting talk radio and continues to hone this craft in every way possible by creating and hosting several educational and promotional radio shows, hosting & moderating webinars and podcasts, as well as a featured host on intrepid.media.

For more information about how you can use online radio or podcasting to educate your target audience or customer, compliment your marketing efforts, and grow your brand recognition, feel free to message Rayanne on Twitter, LinkedIn, or via email at rayanne@intrepid.media.