Digging Deeper

Business-to-business marketing is different than the business-to-consumer approach. Add the complexities of technology to the product and it can get far more layered and confusing.

Marcy Massura is not only very skilled at translating the complex to drive marketing success for B2B and tech companies, but she has a specific focus on aligning brand marketing strategies with business objectives.

Massura is the chief marketing officer at Brightspot which is a technology company that provides content management systems for websites, apps and other executions, as well as other services. We talk to her about that, the challenges of B2B and tech marketing, the fight for prospect’s attention and more.

If you like this episode, please share it with a friend or colleague. Don't miss the video show each week by subscribing to our YouTube channel or our audio podcast on Apple Podcasts, Google Podcasts, Stitcher or Spotify. And we could use some reviews on each platform, so do give us a quick rating or review!

This episode of Digging Deeper is brought to you by PodchaserPro.

PodChaserPro is the professional version of Podchaser, which helps anyone find, manage, rate and follow podcasts. PodchaserPro, however, gives you access to that critical audience information you need for media planning and buying, or public relations or influencer outreach to podcasts.

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Digging Deeper is a podcast on the Marketing Podcast Network.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

When you think social listening, you probably, by default, think customer service and social consumer care. But did you know that advanced brands use social listening to gather consumer insights? You can mine social media conversations for the types of information you might expect from focus groups or research.

On this episode of Digging Deeper, we pick the brain of Todd Grossman, the chief adoption officer for Talkwalker. That platform is one of the top social analytics and market insights platforms on the market today.

Grossman moved into his current role after being the CEO for the Americas for the company since 2015. Prior to that he was in leadership at Precise Media and spent a good long tenure at PR Newswire and Multi-Vu, both of which I believe were acquired by Cision along the way. So his background in the media insights world is deep.

Also mentioned on the show:

If you like this episode, please share it with a friend or colleague. Don't miss the video show each week by subscribing to our YouTube channel or our audio podcast on Apple Podcasts, Google Podcasts, Stitcher or Spotify. And we could use some reviews on each platform, so do give us a quick rating or review!

This episode of Digging Deeper is brought to you by PodchaserPro.

PodChaserPro is the professional version of Podchaser, which helps anyone find, manage, rate and follow podcasts. PodchaserPro, however, gives you access to that critical audience information you need for media planning and buying, or public relations or influencer outreach to podcasts.

If your brand or agency would like to find out more, go to PodchaserPro.com/falls. Sign up there and make your podcast outreach and media planning more effective!

Digging Deeper is a podcast on the Marketing Podcast Network.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

As we head into the last month of 2021, the inevitable barrage of 2022 planning blog posts and trend predictions will flood the social medias for those of us in the advertising and marketing business. We thought we'd get a more direct from the horses mouth jump on what's new and next in the industry by inviting one of those ad biz watchers to the show.

David Griner is AdWeek's international editor and host of the publication's Yeah, That Might Be An Ad podcast. His role has evolved through covering and editing content around innovation in the advertising space to now covering the industry on a global scale. He writes about the most innovative creative ideas and brands in the space and keeps a finger on the pulse of what's happening and what's next.

Griner isn't just an industry scribe, however. Prior to AdWeek, he oversaw digital content and social media at Luckie & Company, a great agency in Birmingham, Ala. He brings a wealth of knowledge of the business, as well as the industry to the table.

This episode of Digging Deeper is brought to you by PodchaserPro.

PodChaserPro is the professional version of Podchaser, which helps anyone find, manage, rate and follow podcasts. PodchaserPro, however, gives you access to that critical audience information you need for media planning and buying, or public relations or influencer outreach to podcasts.

If your brand or agency would like to find out more, go to PodchaserPro.com/falls. Sign up there and make your podcast outreach and media planning more effective!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

When your brand is highly dependent on event marketing to grow and a pandemic hits, what do you do? Paige Guzman, the chief marketing officer at Lagunitas Brewing Company, knows the answer all too well. She had to pivot the brand in her new role and find different paths to consumers. The result is a disruptive approach to the beverage industry that has elevated Lagunitas from a regional craft brew to a global brand taking the concept of craft beverages to new heights.

Guzman joined Digging Deeper to talk about the pandemic pivot, how digital has infused a new approach and connection to its consumers, and what shaking up the beverage space is really like.

This episode of Digging Deeper is brought to you by PodchaserPro.

PodChaserPro is the professional version of Podchaser, which helps anyone find, manage, rate and follow podcasts. PodchaserPro, however, gives you access to that critical audience information you need for media planning and buying, or public relations or influencer outreach to podcasts.

If your brand or agency would like to find out more, go to PodchaserPro.com/falls. Sign up there and make your podcast outreach and media planning more effective!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In the first of new audio-only, exclusive episodes of Digging Deeper, host Jason Falls reports back on Cornett's recent Black History Trivia Night event. The entire agency got together at a local art gallery to have a bar trivia style learning experience around Black History. It’s part of an ongoing effort at Cornett for us all to recognize, learn and embrace a more diverse cultural, racial and social makeup, as an agency in service to our employees and clients, but also just as citizens of the world and our community. 

So what did the Cornett team learn at our Black History Trivia Night event? Quite a bit. And we had such a good experience learning and socializing together around this idea, we wanted to share it with all of you. 

Cornett’s Black History Trivia Night organized by our Action Plan team. Their broad task is to keep us on task and not just pay lip service to the agency improvement initiatives we’ve started in the last 3-4 years. The team, which consisted of Audrey Moeglin from our account planning team, Camille Wright, a junior graphic designer here, Sara Reising our creative resource manager, and Tajah McQueen who is on my team as a digital engagement manager. 

The rules were set like bar trivia. The winning team took home bragging rights. We all took home more knowledge and understanding of Black History.

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Every brand probably wants to have followers it describes as cult-like in their adoration and worship of the brand. But how do you foster the good from that description and avoid the bad?

Chris Kneeland knows. He is the co-founder of Cult Collective, a firm based in Calgary, Alberta, focused on helping brands drive irrational customer loyalty. He’s also behind The Gathering, an annual event that brings folks together to talk about those brands. He also has a book called FIX: A New Presecription to Cure Disengaged Customers, Prospects, or Staff.

He joined Digging Deeper to dig deeper into the mindset of employees and customers to inspire cult-like followings for businesses and brands of all sizes.

This episode of Digging Deeper is brought to you by PodchaserPro.

PodChaserPro is the professional version of Podchaser, which helps anyone find, manage, rate and follow podcasts. PodchaserPro, however, gives you access to that critical audience information you need for media planning and buying, or public relations or influencer outreach to podcasts.

If your brand or agency would like to find out more, go to PodchaserPro.com/falls. Sign up there and make your podcast outreach and media planning more effective!

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The new book from Dr. Emmanuel Probst is a thoughtful and interesting look at how brands can build their direction on helping customers fulfill various needs. Brand Hacks - How to Build Brands by Fulfilling The Consumer Quest for Meaning is on sale now online and in bookstores everywhere. From personal to social and emotional need seeking, the book details reasons, ideas and examples of brands hacking their way to long-term success.

Dr. Probst is a long-time consumer researcher and is currently the senior vice-president for brand health tracking at Ipsos, a global market research firm. He is also an adjunct professor at UCLA.

He joined host Jason Falls on Digging Deeper to talk about how brands can be built on fulfilling those consumer quest for meaning.

This episode of Digging Deeper is brought to you by PodchaserPro.

PodChaserPro is the professional version of Podchaser, which helps anyone find, manage, rate and follow podcasts. PodchaserPro, however, gives you access to that critical audience information you need for media planning and buying, or public relations or influencer outreach to podcasts.

If your brand or agency would like to find out more, go to PodchaserPro.com/falls. Sign up there and make your podcast outreach and media planning more effective!

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Managing and marketing a small to medium business is a world of headache and heartache for many. But for some, it can be optimized and fine tuned to the skills and abilities of the business owner and their team. Sometimes, staffing or freelance help balance it out. Other times, software comes to bear on making the SMB run more smoothly.

Gordon Henry is the chief strategy officer for Thryv, a management and marketing software solution catering to small and medium businesses. He joined Digging Deeper to talk about the challenges and potential solutions, both software and not, to making being a small or medium business owner more fun than not.

 If you like this episode, please share it with a friend or colleague. Don't miss the video show each week by subscribing to our YouTube channel or our audio podcast on Apple Podcasts, Google Podcasts, Stitcher or Spotify. And we could use some reviews on each platform, so do give us a quick rating or review!

This episode of Digging Deeper is brought to you by PodchaserPro.

PodChaserPro is the professional version of Podchaser, which helps anyone find, manage, rate and follow podcasts. PodchaserPro, however, gives you access to that critical audience information you need for media planning and buying, or public relations or influencer outreach to podcasts.

If your brand or agency would like to find out more, go to PodchaserPro.com/falls. Sign up there and make your podcast outreach and media planning more effective!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Once upon a time an influencer named Arii tried to turn her 2 million followers into a buying audience for a new product line. It failed.

In Winfluence - Reframing Influencer Marketing to Ignite Your Brand, Cornett's own Jason Falls explained what Arii either did wrong, or more accurately didn't do, that could have spelled a very different outcome. Jason shares the story and Richard Cialdini's six principles of persuasion on this week's episode of Digging Deeper.

He also takes you through the Winfluence Priority and Winfluence Success Scorecards from the book to help you pick and measure influencers more successfully.

If you like this episode, please share it with a friend or colleague. Don't miss the video show each week by subscribing to our YouTube channel or our audio podcast on Apple Podcasts, Google Podcasts, Stitcher or Spotify. And we could use some reviews on each platform, so do give us a quick rating or review!

This weeks episode of Digging Deeper is sponsored by Tagger, our influencer marketing software of choice. Learn more at jason.online/tagger.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Space Marketing is the new book from communications veteran Izzy House. The work dives into the history of the marketing of the U.S. and other space programs to set the stage for our current era of the commercialization of space travel.

But nestled in the folds of interesting stories and thoughts about everything from Sputnik to Space X is a book full of just good, old fashioned, smart marketing advice. In fact, people who don't have any interest in space can get a lot out of this book to market their own businesses.

House is a veteran of the transportation communication space. She and Cornett's Jason Falls dive into her background, her love of space and what the marketing of the next frontier looks like now that commercial space travel is emerging.

You can find the book on Amazon and more about Izzy House on her website.

If you like this episode, please share it with a friend or colleague. Don't miss the video show each week by subscribing to our YouTube channel or our audio podcast on Apple Podcasts, Google Podcasts, Stitcher or Spotify. And we could use some reviews on each platform, so do give us a quick rating or review!

This episode of Digging Deeper is brought to you by PodchaserPro.

PodChaserPro is the professional version of Podchaser, which helps anyone find, manage, rate and follow podcasts. PodchaserPro, however, gives you access to that critical audience information you need for media planning and buying, or public relations or influencer outreach to podcasts.

If your brand or agency would like to find out more, go to PodchaserPro.com/falls. Sign up there and make your podcast outreach and media planning more effective!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.