Digital Banter

In this week’s episode we're joined by special guest Anthony Daronzio, a seasoned expert in enterprise SEO. We delve into the realm of search engine optimization for large organizations and explore the distinctions between strategies for startups or SMBs. Anthony shares his invaluable knowledge on managing global and local SEO, navigating intricate site structures, and working effectively with large-scale content development teams.

Together, we discuss the unique challenges of enterprise SEO, such as fostering efficient internal communication and managing stakeholders, while also highlighting the importance of data-driven decision making for driving organic growth.

Join us for a little fun as we discuss the physics of weight lifting, SEO, & hair loss all in an action packed episode!

This week, we're excited to share a special episode of Masters in Marketing Agency hosted by Josh Hoffman. Our very own CEO and regular co-host, Andy Groller, took the guest seat in this one.

During the episode, Andy shared his insights on several topics, including specific B2B marketing techniques, ways to get in touch with decision-makers in large corporations, and how to handle clients with low budgets. He also talked about the impact of COVID-19 on marketing strategies and how brands can adapt to these changes.

In addition to that, Andy touched on the personal qualities required to become a CEO, the importance of work-life balance, and how to distinguish between long-term strategies and trends. Lastly, he and Josh Hoffman discussed ways to promote referrals and strategic partnerships.

We can't wait to share this informative and engaging conversation with you all on our podcast, Digital Banter. If you're interested in learning more about B2B marketing or simply want to hear Andy's thoughts on these topics, then be sure to tune in. Thanks for listening!

In this episode, Andy and James dive deep into the world of Account-Based Marketing (ABM) and paid media strategies + tactics that can make or break its success.

Stressing the importance of data quality and collaboration across marketing, sales, and revenue, this episode touches on a range of topics, including:

• Necessary shifts in mindset and approach, especially for marketers that have historically been lead-gen focused. 
• The critical role of personalization, barriers to its implementation, and the right (and wrong) times to deploy a personalized approach within your ABM paid media efforts.  
• The tech + resources to invest in for successful ABM paid media. SNEAK PEAK: it's not the ABM platforms you hear about all the time. 
• Approaches + considerations for measuring success, engagement, and movement through the funnel.

Throughout the discussion, they offer practical tips and actionable insights to help listeners get started with ABM or improve their existing ABM efforts.

Whether you're new to the concept or looking to improve your existing ABM efforts, this episode has something for everyone. So sit back, grab a cup of coffee, and join Andy and James for a deep dive into the world of ABM and paid media.

The AI boom has been making waves for the past three months, and we're here to give you an update on how it's affecting SEO. Joining us live in the studio this week is Ian Kier, an expert on the topic (of SEO at least). In this episode, we explore some of the best use cases of AI in SEO and discuss how it's changing the landscape of search.

But that's not all - we also have an important message for all the Prompt Engineers out there. It turns out that we may have been using Chat GPT wrong all this time. After you listen to this week's episode, be sure to share your thoughts in the comments below on how we can improve our use of this powerful tool. Don't miss out on this insightful discussion - tune in now!

Brand is the intangible sum of a businesses attributes. Its not just your colors or logo. Its about the human to human connection that you create with all those you come in contact with. Once you have built that connection, you have something special and your brand then becomes owned by the people.

In this week's episode we invited Kyle Duford, the President and Executive Creative Director of The Brand Leader, to talk about the importance of Brand. 

We dive into topics such as:

• Building an emotional connection with your customers
• The foundation behind the logos & colors
• Maintenance &  evolution over time

Tune in! This was a great one.

Marketers are afraid of attribution because we make it more complex than it needs to be. We are always in a constant search for a single source of truth and hard ROI numbers to justify marketing spends, but we just don't know how to get there.

Whelp, sorry folks, that single source of truth doesn’t exist. Attribution is not just about assigning credit to different touchpoints – it's about understanding the entire customer journey and how your marketing efforts impact that journey.

On this week's Episode of DigitalBanter we have a special guest, Drew Smith who helps us navigate many of the misconceptions around attribution.

The truth is, attribution is not that complicated. There are many solutions out there that can help you track your marketing efforts and measure their impact on revenue. Don't be afraid to graduate from google analytics, try new things and see what works best for your business.

In this week’s episode we delve into the topic of incorporating brand into product marketing with our special guest, Melyssa Rossman, Head of Brand Strategy. We explore the differences between product marketing and brand marketing, the challenges of creating a balance between the two, and the reasons behind the disconnect that often exists in B2B brands.

In B2B, influencer marketing follows the same playbook that we have been using for years, which is to leverage a niche audience that has been built by someone else. This is similar to buying a trade show booth or placing an ad in an industry publication.

We are expecting significant growth in influencer marketing from B2B brands this year. However, B2B influencers present themselves differently than D2C influencers. Here are a few examples of how B2B companies are already implementing influencer marketing:

1. Sponsorship: B2B companies can sponsor a podcast, go on a podcast as a guest, or invite a guest to their podcast to leverage the following of another individual. YouTube or LinkedIn Live could operate the same way.
2. Internal Growth: B2B companies can encourage and foster key employees, leadership, and SMEs to create and have a voice in their communities.
3. Evangelism: B2B companies can identify one or two individuals who will act as evangelists of the brand, the market, and who are looked upon as experts among their peers.
4. Hired Guns: This strategy involves hiring influencers who are known in the industry.
5. Advisor Roles: B2B companies can work with startup advisors to help market and drive influence, whether it's for investment or marketing. This is a hidden influencer strategy 9/10 times.
6. Creator Collaborations: B2B companies can collaborate with creators in a similar way to D2C brands.

In this episode, we tackle a major challenge faced by companies: the narrow focus on revenue-based metrics like CAC/LTV ratios and pipeline. While these metrics are important, they don't tell the whole story of a company's demand generation efforts. The real story lies in the leading indicators that drive these bottom-line results.

Join us as we explore the key metrics that can give you a better understanding of the impact of your demand gen efforts and help set your brand on a path to long-term growth. From measuring the quality of reach and traffic to tracking up-funnel conversions, we'll break down what metrics really matter and how to apply them in your own strategy.

In this episode, we're tackling the controversial topic of Google Display Ads and their impact on B2B companies. Recently, Google Display has received a lot of criticism for an increase in spam leads. But what about display advertising in general, including banner ads, retargeting, etc? Does display have a future in B2B? We explore the current state of display ads as it relates to B2B, including the supposed reach and "cheap" impressions of ABM platforms.

We also take a closer look at Google Display and how brands use it as an entry point into banners. On the surface, it may seem like a good idea, but when you dig deeper, the performance is questionable and can lead to poor decisions, over investment, and a shift away from channels and tactics that actually drive results.

So, what are the potential causes of this problem? We examine the effects of Google Display pushing more Remnant Inventory, increases in bot traffic, and continued algorithm optimization based on fake conversion data.

But all hope is not lost, we also discuss potential solutions such as cleaning up data inputs, using first party email data, closing the loop on conversion data, and cleaning up on-page forms. Programmatic Platforms could also be a solution as they offer more flexibility and less automation.

Finally, we ask the question, do we see a future for Google Display? What strategic shifts should be considered? James offers his predictions for the future, including a comeback for direct buys with trade publications, a focus on smaller publications and micro-influencers, and a shift towards Audio, CTV, and Online Video in programmatic platforms for B2B. Tune in now for a valuable perspective on the future of online advertising for B2B companies with Digital Banter.