AMPUP Your Digital Marketing

One of the greatest challenges marketers face is creating campaigns that can both scale and are unique to the person viewing the content. Its where the premise of ABM originated; it's how marketers get the most bang-for-their-buck. Enter AI into this mix and it combines the best of both worlds - AI in marketing at scale while allowing for micro-targeting of verticals, groups of people, or those with very specific attributes.

In this episode of AMP UP Your Digital Marketing we meet Dr. Ian Howells, Vice President and Head of Marketing at Sage Intacct, an accounting software. He speaks to tailoring their marketing approach to allow for scale while creating an unparalleled level of micro-targeting to their target markets. In this discussion, he challenges the way marketers think about verticalization and grouping together industries just because they share a common thread, and how to leverage AI to influence them better.

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Kira Mondrus, SVP of Global Marketing at Tricentis. They sit down to discuss the benefits of perpetual demand generation marketing and how it can help grow your business. You'll learn:

• Traditional campaign-based marketing is stymied by its need to find customers at just the right time.

• Perpetual demand generation, instead, engages prospects with ongoing messaging that allows them to find you when they need your product.

Perpetual demand generation requires a heavy lift at first in the way of audience research, content creation, and brand advocacy, but the ongoing load is much lighter than with campaign-based marketing.

Insurtech, or the emergence of new technologies that are transforming the insurance industry, is redefining the common role of insurance as we know it. Leading this shift is generational needs and wants alongside the need for better technologies in the insurance space, to not only lead the insurtech space, but to redefine it.

In this episode of AMP Up Your Digital Marketing, we meet Denise Garth, the Senior Vice President for Strategic Marketing, Industry Relations, and Innovation at Majesco. She'll discuss the trends and factors, from customers and technologies to market boundaries that are reshaping and redefining the insurance space and the role of platforms in the next generation.

Outbound calling; social media outreach and scheduling; PPC; SEO; trade shows, email campaigns - kinda sounds like the beginnings of a job listing for every marketers responsibility, doesn't it?

While that may be true, it's also the foundation of understanding the relationship between these actions in generating demand for your product and building you brand. These channels all require strategy and optimization to work in harmony with one another. But when there are so many channels that can make or break your marketing efforts, where does one even start?

In this episode of AMP Up Your Digital Marketing, we meet Vivian Gomes, Head of Global Marketing and Sales for CSS Corp, a technology services firm. His insight tackles why creativity is the genesis of marketing, and why it's so important to start at the top to satisfy some kind of curiosity of the targeted end user.

Chatbots - love them or hate them they are a game changer for marketers. Sometimes people just want to explore your website without pressure. But what happens when they have a question? They're forced to either fill out the marketing form of doom, resulting in endless emails and unsolicited sales calls, or to leave the site with unanswered questions. Both sound dreadful right? This is where chatbots marry the two worlds together.

In this episode of AMP UP Your Digital Marketing we meet Lindsay Kelley, Vice President of Digital and Content Marketing at Telit, an IoT enablement global leader. She speaks directly to the challenges that arise in creating some 40+ playbooks globally, powering her chatbot program, including the need for translation into multiple languages. In this discussion you'll also learn some of her key discoveries, like more questions aren't always better.

Peanut butter and jelly; Bert and Ernie; Michael Jordan and Scottie Pippen; Marketing and sales. Some of the greatest duos have the greatest results when working together. But what happens when these duos don't work together?

Sometimes they do just fine (I mean, peanut butter and banana is pretty awesome) but other times, they realize they are better off working together (Michael Jordan's post-retirement three-peat). That's kinda how D. Fish sees the world of marketing and sales. A marketer can be a better marketer by walking in the shoes of sales, and sales can be a better salesperson understanding the data marketers need to bring successful leads to the sales team.

In this episode of AMP Up Your Digital Marketing, we meet D. Fish, author of the book Hyper-Connected Selling, who discusses how marketers needs sales and vice versa, and how we can do our jobs better with each other.

Marketers love it when all the pieces connect nicely, kinda like a well-built lego project. But like our tech stack, marketers are realistic and realize it's never really as simple as the directions make it out to be. Take ABM; it causes you to really take a look at how data has been adopted and creates a great deal of perspective around how it is all handled. But it can power multiple teams, which means that it better be right.

When it is, it makes powering the launch of a new product or initiative that much easier. The data all aligns, as does the messaging, thereby clearing the way for internal advocates to amplify event promotions.

In this episode, Glenn Gaudet speaks to Matt Stone, Senior Director of Marketing at Gainsight, about this premise of internal promotion and brand building. Leveraging their internal advocacy solution, Matt speaks to how that helps Gainsight grow brand awareness in new industries and verticals through their employees with strong, well-curated content.

Social media has changed the way we communicate, not only with friends and family, but in our business relationships as well. With our hectic day-to-day, we can now perform a quick scroll and catch up on the lives of those around us, all before crawling out of bed or uttering a word. This, of course, changes how we interact with media and it's only natural the media around us changes, too. Enter the concept of employee advocacy - enabling businesses to use the power of people, and their influential capacity, to expose others to news, information, and brand messaging as it relates to their company or purpose.

In this episode of AMP UP Your Digital Marketing we meet Andrew Hutchinson, Content and Social Media Manager at Social Media Today, to discuss the findings on a GaggleAMP commissioned employee advocacy report. In this discussion, we'll cover why there has been such a rising interest in employee advocacy and what the data in the report told us about marketers perceptions.

You can download Building the Case for an Employee Advocacy Program discussed on this episode at any time.

The truth is - SEO is really just really good marketing and understanding your audience. It's creating content that frankly resonates with your audience but also has demand, which is where keyword research comes in. The idea of manipulating Google and trying to do SEO to rank is where people kind of go astray.

But, if you look at SEO as just another kind of marketing practice that's based on understanding your audience and positioning, your website and your brand will be discovered. Your ideal customer will find you when they search for the parts or services you offer. If you can wrap your head around that basic understanding of SEO, then it becomes incredibly powerful.

In this episode, Glenn Gaudet speaks to Garrett Mehrguth, CEO of Directive Consulting, about this premise of SEO and how it impacts your overall marketing strategy. By simply thinking about how your customers search for information about your business, you'll make a world of difference in your SEO strategy long term.

Imagine this - you have a market of potential clients in which your product or service can substantially streamline their day-to-day and make their jobs easier. I bet we'd all like to be a BRD selling these clients - they're a slam dunk. But what if I told you these potential clients have a fiduciary responsibility to serve their business and client base, and not themselves, and certainly not by adding costs from a vendor. That changes your perspective on this market, doesn't it?

In this episode of AMP Up Your Digital Marketing, we meet Andrew Botero, the Chief Marketing Officer at Blackline where he discusses building brand awareness and knowledge of his products. He'll explain how working in concert with sales to achieve their goal of demand generation has helped accountants and those with fiduciary responsibility to a third-party see the value in Blackline's products. This groundswell approach has allowed the team at Blackline to have a crystal clear and consistent message throughout the buyer's journey, allowing them to tap into this difficult to sell client base.