Enterprise Marketer Podcast - Conference

At the beginning of the year, we are always looking for resolutions. Things we want to change, areas we want to grow it, and ways to make our lives better.
One of the areas we tend to focus on is our education. In marketing, you are asked to do the impossible, stay on top of new trends and be proficient in your ability to drive results.
That's right, we have to try new things and be right all the time?

"Especially once you do any craft for a while, you learn a lot about it, and so all of us have been practicing this art and craft of digital and content marketing, we've learned some things, and believing in your ability, and having that sense of self-confidence, I think, can help you do even better, you know, and that's what I think everybody should really recognize is what you are accomplishing, especially when you're selling hard products, and your milestones are minimal, you've got to learn to celebrate your successes along the way. To me, that's essential."

In this conversation, Jeff Julian and Vishal Khanna discuss the need to grow as marketers and ways to consider the different approaches from different trades for becoming better at what we do.

Full Show with Video: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/67-vishal-khanna-from-intelcontent-2017/

In this show, Pamela Muldoon sits down with Jeff Coyle to discuss marketing insights and changes in digital marketing that most marketers might not know about.

Full Show: http://emktr.co/2wv2Wd0

Biography:

Jeff Coyle is a data-driven search engine marketing executive with more than 16 years of experience managing products and website networks.

Jeff is the Co-founder and Chief Marketing Officer for MarketMuse, where he is focused on helping content marketers, search engine marketers, agencies and e-commerce managers build topical authority, improve content quality and turn semantic research into actionable insights.

When your marketing team is focusing on the channels rather than the primary asset, the content, you loose the ability to understand the quality of your leads coming from your site. You don't know what they have seen, where you think they are going, and why they are where they are. Being able to have a ledger of content consumption habits of this user and comparing that to where you want them to go and what others have found valuable, you really start to be able to drive customer journeys.

In this podcast, Nick Edouard discusses the need for triggering content assets that are part of a journey to drive the bingeing habits of site visitors for greater engagement and giving them more control over the journey.

We also answer the following questions:

Why is Content Marketing software needed?
Where does the Content Management System fit in?
How do we bring content together that is spread throughout the web?

Not all Content Marketing software is the same. If you buy a CMS, CRM, or Marketing Automation platform, there is a particular set of problems each is tasked to complete to be in that category, but that is not so in Content Marketing software. Near the end, we get into a topic that is near and dear to my heart, the interoperability of MarTech vendors and the need for a Knight's Round Table conference for beginning the conversation about how we can work together in harmony for the health of the stack and customers, rather than be in an arm's race and be competing with companies that we should not actually be competing with.

Full Show: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/65-nick-edouard/

Biography:

Nick Edouard is Co-Founder, President, and CMO of LookBookHQ. Nick has previously founded or led several high-growth technology companies in Canada, the US and the UK including Broadreach Networks (acquired by QinetiQ) and Macropolitan (acquired by Arqiva). He was most recently President, North America of Nomad Digital, the leading global provider of connectivity solutions to the transportation sector. A frequent speaker at conferences and events, Nick holds an MA (Hons) degree in Classics & Philosophy from Trinity College, University of Oxford. He’s still figuring out what to do with it.

"What would you say you do here?" If the Bobs from Office Space were to invade your Content Marketing team, would they be able to understand your role as Content Strategist and how beneficial it is to the organization?

"Content Strategy is not just for marketing." The role is as much internal as it is external. You have sales teams who need to use content to convert the audience. You have HR teams that need to drive culture and long-term employment. Then you have the customer who needs value, and you need to build up as much trust as possible, and in Buddy's industry of pharmaceuticals, confidence and value are key.

In this episode, Buddy Scalera explains how important it is for teams to understand Content Strategy and to drive a story that can quickly bring people up to speed and continue them on a journey that they are driving and receiving value along the way.

Biography

Senior Director of Content Strategy at The Medicines Company. Healthcare communications, digital health storytelling & visual content strategy by day. By night, comic book writer and visual storytelling educator. Speaks on the topics of content strategy, multichannel content marketing, social media in pharma, intelligent content, content engineering, analytics, transmedia storytelling with intellectual property, and user journeys for healthcare professionals and patients.

Watch the show here: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/64-buddy-scalera/

The CMI team has been through a lot of changes over the past year with the acquisition by UBM. The thing that has not changed is their passion for the community and their friendship within.

At ICC, we were able to host a poker game with only UBM/CMI staffers and talk to them about the event, their team, and some of the things they love.

Let's face it, we are in strange times when it comes to creative, design, and digital asset development. From the marketing teams perspective, for nearly a century, they have relied on some form of advertising agencies to augment their team's capabilities to deliver results. From the business perspective, for nearly a century, they have relied on some form of consulting firms to augment their team's capabilities to deliver results. From the IT teams perspective, for half a century, they have relied on the software development firms to augment their team's capabilities to deliver results.

Now, in 2017, the responsibilities of these three units have been passed off in some form to the marketing team when it comes to strategy, systems, and creative used to reach customers. Since the primary outside resource for this team was the agency, we have seen many different forms launch in this new competitive landscape. Companies like Deloitte, Avanade, Accenture, HP, IBM, Microsoft, and so many others are stepping into the world of WPP, Ogilvy, and the likes for a showdown of historic proportions.

With this collision, an interesting problem has arisen with pricing. Consulting firms have used a time-and-materials model where every second a team focuses on a client, a rate is assessed. Agencies have embraced either a monthly retainer or fixed-bid model to have specific pricing decided up front and "guaranteed" in some form or fashion with changes orders passed around and arguments to follow.

In this podcast, Paul Roetzer, founder of PR 20/20, and Jeff Julian, founder of Squared Digital, will discuss the problems with these pricing models and introduce a new approach to agency pricing that both companies have found independently and based on agile methodologies.

Full show: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/62-paul-roetzer/

Biography:

Paul Roetzer is founder and CEO of PR 20/20, a Cleveland-based inbound marketing agency specializing in public relations, content marketing, search marketing and social media. PR 20/20 was the first agency in HubSpot's value-added reseller (VAR) program, which now includes more than 450 certified firms.

Prior to launching PR 20/20 in 2005, Paul spent six years as a consultant and vice president at a traditional public relations agency. His book, The Marketing Agency Blueprint, serves as a guide for building tech-savvy, hybrid agencies that are more efficient, influential and profitable than traditional firms.

Full Show: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/61-noz-urbina/

Customer Journey is one of the most deceptive and alluring terms in Content Marketing. After the words come off your tongue, you imagine an adventure involving sword fighting, trials, tribulations, and the purchase of your products. Your customers should thank you for your skills of sorcery and ability to foretell their future. Your efforts will lead them down the correct path with their best interest in mind the whole time.

However, most of the time, these journeys are just sales funnels flattened out and are the best guess of what we think our customers are going through when they are considering the purchase of a product like ours.

In this podcast, Noz Urbina and Pamela Muldoon discuss the important aspects of customer journeys and how marketers can create useful tools that align with their prospect and customer goals. Later in the show, they dive into the topic of reuse and repurpose in Content Marketing that will help clear up any confusion.

Biography:

Noz Urbina is a globally recognized leader in the field of content strategy and customer experience consultancy who can effectively bridge organizational and user goals. He’s well-known as a pioneer in customer journey mapping and adaptive content modeling for delivering personalized, contextually relevant content experiences in an omnichannel environment. He is a co-author of the book Content Strategy: Connecting the dots between business, brand, and benefits and lecturer at the University of Applied Sciences, Graz, Graz, Masters Programme in content strategy.

He has coached teams, developed processes and spearheaded solutions that have helped some of the world’s largest organizations leverage their content assets to stand out in their sectors while avoiding headcount increases and wasted costs. After 14 years in the content world, he founded his consultancy Urbina Consulting in 2013.

https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/60-andrea-neiman/

Understanding what is working with your audience is at the core of Content Marketing, but most marketers leave this up to chance. Other times we just focus on what everyone else is doing and model that and we leave our differentiator behind. So what can marketers do to help bring insights into reality versus our gut feel?

In this episode, Jeff sits down with Andrea Neiman of NetLine to talk about a report they released called the State of Content Consumption and Demand Report. Inside, they use real data to show you the consumption topics and types of content B2B professionals use to make decisions and improve their ability to be effective at work.

Biography:
With over 10 years of marketing experience and an MBA, Andrea Nieman has been focused on product, brand and channel marketing for enterprise and SMB companies, selling to a variety of audiences within several industries and through many communication and engagement channels. She can intimately understand how to contextually position B2B and B2C companies that deliver SaaS, Perpetual Licensing, and Hardware solutions through meaningful storytelling.

More unique as a marketing professional: Andrea empathizes with customers, peers, and management through her keen ability to get to the heart of what matters most; and she has proven success in developing solutions in fast-paced and quickly changing environments.

https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/59-peg-miller/

Your education never ends. Our segment of the business requires marketers to always stay on top of the most effective ways of engaging an audience and ensuring our pencils are always sharp and ready to deliver value. However, this is not always the outlook of our peers.

In this episode, Peg Miller, Co-founder of the B2B Marketing Academy sits down with Jeff Julian to discuss ongoing education resources for marketers and why it is always important to be investing in your own education.

Biography:
As Co-Founder of the B2B Marketing Academy, Peg Miller advises high growth companies on their marketing and content strategies to achieve revenue results, drawing upon her +20 years’ marketing and business experience at organizations ranging in size from startups with 60 employees to multi-billion dollar organizations with 40,000 employees. She held multiple executive roles at Kapost, a SaaS content marketing platform for B2B marketers, including VP of Product Marketing, and VP of Customer Success, putting her at the convergence of marketing, technology, and customer experience. While VP of the Technology Market division within Penton, she led the digital transformation of the business, building industry-leading models for content, digital, and marketing services.

"[Google is] creating this super industry around data science and AI." Search ranking factors are becoming more elusive and marketers and technologists are working harder than ever to deliver the right content to the right audiences. Doug Bell, VP of Marketing at Searchmetrics, and host Jeff Julian discuss the future of SEO and what Searchmetrics is seeing as 'signals' that land web pages in top SERPs.

"Google's job is to ultimately over time make sure...that the content gets better and better. [There are] two different trains of thought on how to accomplish getting great content in front of your average consumer ... the content marketer tends to be kind of creative and tends to be kind of expansive in their thinking and [SEOs]... tend to be data-driven. So then, how do you kind of marry those two worlds together?"

Biography:

Doug is responsible for creating highly focused marketing programs that deliver rapid and scalable revenue growth.

A 20-year technology veteran, Doug has been instrumental in leading companies through critical milestones. Prior to joining Searchmetrics, Doug led the repositioning of Automation Anywhere, from a provider of desktop automation software that could be purchased with a credit card to a global force in the multi-billion-dollar outsourcing industry. Doug was also responsible for leading the transformation of Determine Software’s Sales, Marketing and Alliances organizations, resulting in a successful transition to the cloud and the company’s first sustained revenue growth in more than 10 years.

Full Show Link: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/58-doug-bell/

Social Media Links:

LinkedIn: https://www.linkedin.com/in/dougbell1/
Twitter: @marketadvocate
Personal / Corporate Links:

Website:
Twitter: @searchmetrics


Favorite Quote:

"[Google is] creating this super industry around data science and AI."

"Google's job is to ultimately overtime make sure...that the content gets better and better. So, it really works hard to kind of hide some of those ranking factors. At the end of the day, really, that conflict is based on two different trains of thought on how to accomplish getting great content in front of your average consumer and so the content marketer tends to be kind of creative and tends to be kind of expansive in their thinking and I will say, as an SEO, that we tend to be data-driven. So then, how do you kind of marry those two worlds together?"

"It's not just really exposure to data, it's that Google really is changing the way it's looking at things. It's not just about how they're hiding data but if you ..look at the ranking factors that correlate to success, it's less and less about page structure and it's less and less about meta text and less and less about the length of an article and it's more and more about signals - open rates, click through rates, etc."