AMPUP Your Digital Marketing

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Conor Coughlan of financial data-management software company Fernogo. They discuss how to implement an "account-based experience" marketing and customer service strategy and why your company should embrace this approach. You'll learn:

• Account-based marketing (ABM) presents a major pitfall if your frontline customer service team isn't following through on your marketing and sales strategies.

• A developing trend, account-based experience (ABX), extends the marketing and sales integration of ABM to also include customer experience and address that pitfall.

• As with any new strategy, implementing ABX at a company has to be careful and iterative to allow teams time to learn, adjust and come on board.

The coronavirus forces almost all organizations to work remotely, but many are new to the game and struggle to manage a remote workforce.

This is why Glenn Gaudet sat down with Clinton Bonner, VP of Marketing at Topcoder, an on-demand virtual talent platform, for this episode of AMP Up Your Digital Marketing. Topcoder has been in business for about 20 years but has been a 100% remote workforce for over 8 years. Bonner shared his tips for leading a successful remote workforce and how he operates Topcoder's marketing strategy. In this episode, you'll learn:

• Why it's important to stay up to date on what productivity tools are out there.
• Collaborative tool recommendations for remote workers.
• The pros and cons of mixing tools rather than having one centralized platform.

It's no secret that people are canceling conferences and other events left and right due to the coronavirus pandemic, so what can you do to host a virtual conference?

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Armen Najarian, CMO and Chief Identity Officer at Agari, an email security company. Armen recently had to make the tough decision of canceling his company's annual customer conference, Trust 2020, and quickly organized a virtual conference to take its place. He walked us through the entire process, what he learned, and how he views the end result. You'll learn:

• How to message this decision to your organization, your attendees, speakers, partners, and others.
• What the lasting effect of virtual conferences becoming so common in 2020 will be.

What the benefits are of a virtual conference over a physical event.

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Scott MacKenzie of Industrial Talk. They discuss why podcasting is a vital element to the sales, marketing, and branding strategy for any business and how to get started. You'll learn:

• The greatest value to podcasting for industrial services companies is the opportunity to develop relationships with your guests.

• You can start a podcast about anything. To make it interesting, Scott says, you just have to find the "human element" of any subject.

• An engaging host is key to a podcast's success. Find someone who can get guests talking about what they're passionate about.

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Gaetano DiNardi, Director of Demand Generation for VoIP phone service provider Nextiva. Gaetano discusses the shift from old-school lead generation into the kind of role he plays as a growth marketer and why this change is vital for brands. You'll learn:

• Traditional lead generation isn't as useful as it once was. In its place, growth marketing helps you cultivate a trusted brand to bring prospects to you.

• Because of modern buyer behavior, owning your brand in search is the most important marketing investment you can make.

• Despite its trending popularity, account-based marketing isn't right for every brand or product.

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Shahnoor Khan of KCS Technologies. They discuss the growing prevalence of data-driven marketing and how companies are using artificial intelligence to streamline and optimize campaigns. You'll learn:

• AI marketing is simply a strategy that uses machine learning and data to automate, streamline and optimize your marketing efforts.

• "[AI is] being looked at as one of the fancy technologies, but we are all moving in that direction," says Shahnoor Khan, VP Global Marketing for SaaS company KCS Technologies.

• Embracing simple tools that use artificial intelligence and machine learning to facilitate data-driven marketing can help you utilize the unprecedented amount of customer data your company has access to online.

Implementing an employee advocacy program for any organization can come with challenges and hurdles. Couple that with implementing it in a regulated industry, like a bank, and the challenges are amplified, but far from being a deterrent. In fact, the financial industry can, and does, prove to be one of the best areas to implement an employee advocacy program because the end user needs to trust their financial institution, and their friends and colleagues are more trustworthy than a faceless brand.

In this episode of AMP Up Your Digital Marketing, we meet Yvonne Boateng, the Employee Advocacy Director for Standard Chartered Bank, who championed her company's employee advocacy program. Recognizing early on that the company social media policy needed to match their desires for employees to share, alongside executive buy-in, led to a successful implementation, increasing engagements by 180X. Yvonne explains to listeners how and why the program was a success as well as hurdles she encountered early on that others should be aware of when implementing their program.

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Dan Golden, president and co-founder of the digital marketing agency Be Found Online. They discuss the changing landscape of search marketing and what brands need to do now to keep up with coming changes. You'll learn:

• Google recently announced it will block third-party cookies in the Chrome browser by 2021, which will force advertising back into contextual targeting.

• Despite ongoing algorithm changes, best practices for optimizing for organic search haven't changed much since the outset.

• Search marketing is becoming less about driving leads to your website and more about creating better customer experiences within search channels.

Marketers. Love them or hate them, they serve a purpose and often are the backbone of growth within your organization. They have an innate ability to get down and dirty in understanding how and why people purchase products and services. By asking the right questions at the right time and providing the right tone and candor, they can take a relational conversational to transactional with ease. Marketers are creative problem solvers but often have a big problem - they struggle with communicating their value add and the impact on the pipeline.

In this episode of AMP UP Your Digital Marketing we meet Ken Pratt, a former educator turned Vice President of Marketing for Frontline Education. He takes us through how he and his team learned how to deliver their value, while generating a marketing pipeline that actually aided in the closing of about 38% of their closed/won business. As an organization he got really comfortable with knowing what the company needed and the problems they were solving. This lead to their three solid elements that helped his department communicate overall value.

Where do I spend the money? Is this campaign bringing prospects to the finish line? Is my talent pool established and who do I need to hire to hit this big, hairy, audacious goal in three years? All valid questions, and all questions your marketing leaders are likely asking themselves. If there was a SaaS tool out there that could perfectly predict a multi-touch attribution model, and tell you when to hire and fire, and where to invest your budget, it would be a unicorn overnight. Guaranteed.

In this episode of AMP UP Your Digital Marketing we meet Shane Murphy-Reuter, the Senior Vice President of Marketing at Intercom, a customer messaging platform. Through depth and breadth of experience, and making some mistakes along the way, Murphy-Reuter gives us insight into the 'three buckets' he follows for marketing budgets, delegation, and learning attribution models. His actionable tips will help you answer questions such as:

• How Do Marketers Spend Their Budget Wisely?
• When Do Marketers Validate Their Hiring Decisions?
• How Do You Delegate the Marketing Tasks?
• How Does a Marketer Learn Their Attribution Model with Imperfect or Incomplete Data?
• How Do Analysts Affect the Non-Directly Attributable and Not Direct Response Efforts?