Demand and Ops Unboxed

Kyle Lacy was the CMO at Lessonly...before they were acquired by Seismic within the last six months.

Now he leads all of marketing as Seismic's SVP of Marketing.

Kyle talked about what that transition was like and why one of the most important strengths a leader can have is adaptability.

We also talked about hiring people and the importance of being able to look beyond a resume.

Why having a niche as a leader is critically important and why there's no such thing as an end game.

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Connect with Kyle: LinkedIn, Twitter, Seismic
Connect with Travis: LinkedIn, Twitter, RainierDigital

The Demand (and Ops) Unboxed podcast is produced by RainierDigital, a demand and ops consultancy.

Want to stay up to date with the latest from RainierDigital and Travis?

• Learn more about RainierDigital
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Andy Brunn is the Media Director at Clarity Coverdale Fury (CCF)

Andy and I riff on the future of marketing and what we think is in store for marketers with the move away from third-party cookies and less visibility into metrics and why it will be an opportunity for marketers.

Another topic we covered is how marketing leaders can build the marketing capabilities of their team - hint, it has a lot to do with how the team is measured.


You can follow him here:

- Andy on LinkedIn
- Andy on Twitter
- CCF

The Demand (and Ops) Unboxed podcast is produced by RainierDigital, a demand and ops consultancy.

Want to stay up to date with the latest from RainierDigital and Travis?

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Stephen G. Pope is the Founder & CEO of SGP Labs and he helps entrepreneurs generate more revenue by leveraging online marketing and video content strategies.

He used to be an engineer and that has served him well when it comes to creating content at scale.

Stephen has found a way to automate nearly 90% of his content creation and, if you saw it in action, it would blow your mind.

He's also killing it on TikTok as a marketer- and he doesn't have to dance. 

We talk about:

• Why TikTok works for businesses and marketers and why you should have a presence there. 
• Psychology and why people stop to check out your content or keep scrolling. 
• Automation - especially when it comes to content

Here are some highlights from our conversation with timestamps if you want to jump ahead.

9:37 - Automating your content creation and distribution: Stephen has automated nearly 90% of his content creation and has built a community where he shares how he's done this with people interested in learning and applying it to their own content.

12:30 - Should you hire an editor to help 

14:40 - Where you distribute and where you're active are two different things

20:41 - Connecting the dots and paying attention to the little details

24:24 - The importance of staying focused on growing one thing at a time.

26:32 - You don't have to keep coming up with new things. It's OK to repeat yourself

28:58 - Listen to what people are asking about including your prospects you speak with, customers, and a gold mine is in the discussions happening in communities and groups.

35:25 - People are addicted to 'how-to' videos and content and a lot of the time the biggest roadblock for people is themselves. 

38:34 - The best way to get started. 

42:02 - Why content creation is easier for new companies versus companies who have been around for a while.



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Where to find Stephen: LinkedIn, TikTok, Twitter, SGP Labs, Digital Masters Community
Where to find Travis: LinkedIn, Twitter, RainierDigital

The Demand (and Ops) Unboxed podcast is produced by RainierDigital, a demand and ops consultancy.

Want to stay up to date with the latest from RainierDigital and Travis?

• Learn more about RainierDigital
• Follow Travis on LinkedIn
• Follow RainierDigital on LinkedIn

Nelson Gilliat is the author of the book The Death of the SDR: and the Birth of Buyer-Centric Revenue.

We discussed the following topics:

• The Buyer-Centric Revenue Model vs the Predictable Revenue Model: is the Predictable Revenue model outdated?
• Why the Predictable Revenue Model no longer works
• The difference between bad marketing and good marketing
• How embracing the good marketing that's laid out can catapult your marketing career
• If you're an entrepreneur and starting a company or recently launched, should you build a marketing team first or a sales team?

From a recruitment marketing standpoint, just replace the term SDR with Sourcer and AE with Recruiter and everything Nelson talks about is applicable to the outdated way in which companies hire.

Where to find Nelson: LinkedIn

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Where to find Ali: LinkedIn, Twitter, Simple Strat
Where to find Travis: LinkedIn, Twitter, RainierDigital

The Demand (and Ops) Unboxed podcast is produced by RainierDigital, a demand and ops consultancy.

Want to stay up to date with the latest from RainierDigital and Travis?

• Learn more about RainierDigital
• Follow Travis on LinkedIn
• Follow RainierDigital on LinkedIn

In this episode:

• Finding a good marketing role during COVID
• Job titles- who they're really for
• Organic LinkedIn engagement and growth in a short amount of time
• Pricing and when "free" works and when it doesn't
• The biggest missed opportunity in marketing for most companies

Where to find Mason: LinkedIn, Mojo Media Labs

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Where to find Travis: LinkedIn, Twitter, RainierDigital

The Demand (and Ops) Unboxed podcast is produced by RainierDigital, a demand and ops consultancy.

Want to stay up to date with the latest from RainierDigital and Travis?

• Learn more about RainierDigital
• Follow Travis on LinkedIn
• Follow RainierDigital on LinkedIn

If you're a Marketing Manager, Director of Marketing, or responsible for the results of a marketing team, this episode is for you.

Jeff Gothelf is the author of two books: Lean UX and Forever Employable. He's a keynote speaker on the topic of Lean UX, OKRs, and how to become forever employable and a regular contributor to HBR and other publications.

In this episode, we talk about what OKRs are and how they can be a huge advantage, not just to the entire organization, but to marketing teams specifically.

Because OKRs are meant to be stretch goals, they may be uncomfortable for people who are perfectionists or used to always getting "A's" on their work.

OKRs can also foster creativity and innovation if aligned correctly with the team's mission.

We also talk about some common traps - like viewing OKRs as the strategy when they're really the measurement of a strategy - and why it's absolutely critical to establish alignment between marketing's OKRs and those of the entire organization before implementing them within a marketing team.

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Where to find and connect with Jeff: LinkedIn, his website, Twitter
An HBR article he wrote on OKRs: Use OKRs to Set Goals for Teams, Not Individuals
His books:  Lean UX and Forever Employable

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Where to find Ali: LinkedIn, Twitter, Simple Strat
Where to find Travis: LinkedIn, Twitter, RainierDigital

The Demand (and Ops) Unboxed podcast is produced by RainierDigital, a demand and ops consultancy.

Want to stay up to date with the latest from RainierDigital and Travis?

• Learn more about RainierDigital
• Follow Travis on LinkedIn
• Follow RainierDigital on LinkedIn

Ali and I riff on how marketers can get buy-in for projects, new additions to your MarTech stack, and more budget, among other things.

Here are some of the highlights:

1:34 - Understand who you are trying to get buy-in from and why they might not "get it"
2:12 - Why a marketing leader might not "get it"
3:50 - Being an internal marketer to get buy-in and why empathy is important
6:52 - A non-marketer's exposure to marketing at other companies may influence their decision to buy into what you're trying to do
9:00 - How being aligned on OKRs and goals as an organization makes getting buy-in much easier
13:05 - If you're continuously learning and evolving as a marketer, some people may lock into the old practices or methodologies you used to believe in and it could make it difficult to push something new and different through that goes against your old perspective
19:38 - Customer feedback is your secret weapon
21:41 - Challenge of getting buy-in for the amount of time it might take to see results; SEO is a perfect example of a long-term project that might not show results for several months
24:42 - Staying the course when you have a leader that's distracted by shiny things and wants to constantly pivot
26:08 - Using a powerful sales tactic to get buy-in
33:52 - Write out a "marketing plan" for how to market to your coworkers if you're feeling stuck

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Where to find Ali: LinkedIn, Twitter, Simple Strat
Where to find Travis: LinkedIn, Twitter, RainierDigital

The Demand (and Ops) Unboxed podcast is produced by RainierDigital, a demand and ops consultancy.

Want to stay up to date with the latest from RainierDigital and Travis?

• Learn more about RainierDigital
• Follow Travis on LinkedIn
• Follow RainierDigital on LinkedIn

Guest: Tiffany Sauder
Hosts: Travis Scott and Ali Schwanke
Originally Recorded: 09-24-2021

Tiffany Sauder is a highly successful CEO at Element Three, a marketing agency in Indianapolis that has been around for over 15 years.  On the outside, given her success, you'd think that she was super confident and had all of the answers.


The truth is she deals with fear and imposter syndrome just like many of us. In fact, she's even started a podcast about it called Scared Confident.

We caught up with Tiffany to learn more about how she identifies her fear and ultimately deals with it, as well as her advice for younger, professional women wondering how to navigate maintaining a successful career while also having a family.

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Follow Tiffany: LinkedIn, Twitter, Element Three
Follow Ali: LinkedIn, Twitter, Simple Strat
Follow Travis: LinkedIn, Twitter, RainierDigital

The Demand (and Ops) Unboxed podcast is produced by RainierDigital, a demand and ops consultancy.

Want to stay up to date with the latest from RainierDigital and Travis?

• Learn more about RainierDigital
• Follow Travis on LinkedIn
• Follow RainierDigital on LinkedIn

Typically, we release our podcast episodes on a bi-weekly cadence but with Inbound 2021 recently wrapping up, we decided to share our takeaways and squeeze in a bonus episode ahead of our next interview. 

Some of the key takeaways we share are around content, email marketing, the rise of operations (marketing ops, sales ops, and RevOps), the right way to host a Q&A panel, video and voice-only content, and more.

Here are some links related to the topics we discussed in this episode:

• Inbound 2021
• Bookmark this to find out about Inbound 2022

Some of the Inbound presenters we mentioned:

• Marcus Sheridan- Twitter, LinkedIn
• Christopher Penn- Twitter, LinkedIn
• Jay Schwedelson- Twitter, LinkedIn
• John Lee Dumas- Twitter, LinkedIn
• AJ Cox- Twitter, LinkedIn
• Michaela Alexis- Twitter, LinkedIn
• Judi Fox- Twitter, LinkedIn

Follow and Connect with Us:

• Ali: Twitter, LinkedIn
• Travis: Twitter, LinkedIn

The Demand (and Ops) Unboxed podcast is produced by RainierDigital, a demand and ops consultancy.

Want to stay up to date with the latest from RainierDigital and Travis?

• Learn more about RainierDigital
• Follow Travis on LinkedIn
• Follow RainierDigital on LinkedIn

Hosts

• Ali Schwanke, CEO & Founder @ Simple Strat
• Travis Scott, Founder & Principal Consultant at RainierDigital

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TEDx speaker and growth marketer, Yuliya Salorenko, sat down with Ali and Travis to talk about all things growth including growth marketing and professional growth.

Yuliya didn't dream of becoming a marketer as a child, but she's fallen in love with the profession.

She gives advice on how she made the transition into marketing and how she continues to level up. 

This episode has it all. 

We also talked about: 

• Imposter syndrome
• Why marketing is a marathon and not a sprint
• The power of saying 'no'
• The truth about growth hacking
• Why it's important to have  a growth mindset  
• The best way for someone to get their foot in the door with growth marketing

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Here's how you can connect with Yuliya:

• LinkedIN
• Instagram

The Demand (and Ops) Unboxed podcast is produced by RainierDigital, a demand and ops consultancy.

Want to stay up to date with the latest from RainierDigital and Travis?

• Learn more about RainierDigital
• Follow Travis on LinkedIn
• Follow RainierDigital on LinkedIn