Enterprise Marketer Podcast - Conference

Have you ever wished you had better alignment with your Sales department? Maybe you are not sure what is expected of you when it comes to demand generation and marketing qualified leads? Do your content marketing efforts seem like they are just fizzling out and the return on investment is harder to measure?

If these sound like questions you are asking, this is the perfect show for you. Carlos Hidalgo, CEO and Principal of ANNUITAS, and show host Jeff Julian address these topics and more on this episode of the Enterprise Marketer Podcast, Conference Edition.

If the past five years has taught us anything, it is that Sales and Marketing departments need to have closer alignment than ever before. Carlos says the old adage of, “Sales is my customer,” is a thing of the past, and has been replaced with, “the customer is my customer!”

And with mantras like this and more advanced and integrated systems in place, we can see better results and healthier organizations.

In this episode, we dive into topics like measurement, systems and process integration, demand generation, and effectiveness of marketing efforts. We also take a look at the customer journey and how the decision-making process in a B2B transaction is more in line with our own personal purchasing habits than it is the sales funnel.

We hope this show will help you think outside the box when it comes to an upcoming marketing effort your team has.

If you liked this show and the others, I would encourage you to give us a review and a 5-star rating on iTunes. It helps us in the podcast rankings. Even though it is a huge pain to get to the rating screen in the podcast app, we would very much appreciate your effort.

Team Challenge:
Ask the members of your team the following questions and discuss the results:
•How are we aligned with Sales in our marketing efforts?
•What is one pain point the Sales team is facing and how can our systems/data/efforts help them today?
•Name 5 customer and prospects that are important to the company, then name the people inside the Sales organization that are in charge of managing the opportunities for each? With the list, determine the frequency of interaction you should have with these individuals and team members who should be assigned to conduct the communication.

Full Show URL: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/mpb2b16-show-37-carlos-hidalgo/

Additional Links:
•iTunes: https://itunes.apple.com/us/podcast/enterprise-marketer-podcast/id1153750828
•Twitter: https://twitter.com/cahidalgo
•LinkedIn: https://www.linkedin.com/in/carlos-hidalgo-4a805a1
•Driving Demand – Book: http://amzn.to/2jQ4lEk
•Website: http://annuitas.com/

Jason Miller, Group Manager of the Global Content and Social Media Marketing team at LinkedIn, joins Jeff for the second year in a row from MarketingProfs’ B2B Forum to discuss his move from the United States to London and how his outlook has changed on global marketing.

Jason, a rock star marketer and author of Welcome to the Funnel: Proven Tactics to Turn Your Social and Content Marketing up to 11, and Jeff kick off this show with discussions around hair bands, 80s movies, the British invasion of music, and how all these influences shaped his views on global marketing.

I want you to imagine an episode of VH1’s Behind the Music.

The voiceover comes on with a photo montage of Jason Miller showcasing pictures of him as a photographer, his early years in the music industry, getting his start at Marketo, and working in the San Francisco office at LinkedIn.

“From the outside, Jason had everything. A loving family. A career at the largest B2B social network. A side hustle taking photos of some of his favorite bands. But something was not right. Jason wanted more.”

Cut away to this interview with Jason.

“I felt I had one last shot to do something big.”

That something big for Jason was selling a bunch of stuff and packing the rest for a move to London where he would lead up the Global Content Marketing Team. Talk about a huge change.
Throughout this episode, we dive into some of the ways marketers can stop viewing their content as green field and global at the same time. Every culture, community, company, and person has a context that matters to them and seeing your content through their eyes is what real empathy requires at a global scale.

If you’re a teenager looking for drive awareness for a cause, a dry goods supplier in Haiti, or a Polish bakery in the town square of Tomaszów Mazowiecki seeking to cater local events, you need content that will help you understand your audience and drive amazing results. Jason now has a mission to help these marketers and more understand what content and social media marketing is on a global scale.

One of the most interesting statements Jason made for me took me out of my comfort zone and forced me to think. He stated he is not “creating content for EMEA, and localizing for the States.” What a mindset change from a global perspective. To create the content from an international context to you first, then localize it back to what is familiar will quickly show you how different context is between two countries.

Team Challenge: I would like to challenge you and your marketing team to determine a market you feel you do not serve well and do whatever you need to get yourself in the mindset of a target customer in that space. Maybe do a phone interview asking contextual questions, visit a few locations if possible, and read a little bit of the current culture of whatever that segment is. Then write a piece specifically for them, maybe an 800-word how-to article. Then, create a revision of the content localized for your existing audience. I would love to hear about your experience from this challenge.

We hope this show will help you think outside the box when it comes to an upcoming marketing effort your team has.

If you liked this show and the others, I would encourage you to give us a review and a 5-star rating on iTunes. It helps us in the podcast rankings. Even though it is a huge pain to get to the rating screen in the podcast app, we would very much appreciate your effort.

Full Show URL: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/mpb2b16-show-36-jason-miller/

Additional Links:
•iTunes: https://itunes.apple.com/us/podcast/enterprise-marketer-podcast/id1153750828
•Twitter: https://twitter.com/JasonMillerCA
•LinkedIn: https://www.linkedin.com/in/jsnmiller
•LinkedIn EMEA Blog: https://business.linkedin.com/en-uk/marketing-solutions/blog
•Website: http://rocknrollcocktail.com/

Doug Kessler, Co-founder and Creative Director of Velocity Partners knows a thing or two about putting on a good show. During this show, Doug tells us about what he believes marketers need to do as they move into new media types with Content Marketing.

One of the points Doug drives home during the interview is the need to get out of your comfort zone. B2B is beyond the period of boring campaigns and brochures. Companies like Volvo, Blendtec, and Moz have led the way to create rich and engaging content that excites their customers and leads to more engagement.

As a parting thought for a struggling Content Marketer, Doug suggests you insist on a one-page content strategy. Keep it simple and list only the characteristics that will help you do the work you are setting out to do. Once you have this one-page in place, start testing and analyzing the results to see what works.

There is no reward given to the marketing team that did precisely what they originally planned to do, down to the letter, nor is there one given to the team who took the most time planning. Plan, execute, analyze, repeat are the steps you should take when developing your Content Marketing efforts.

We hope this show will help you think outside the box when it comes to an upcoming marketing effort your team has.

If you liked this show and the others, I would encourage you to give us a review and a 5-star rating on iTunes. It helps us in the podcast rankings. Even though it is a huge pain to get to the rating screen in the podcast app, we would very much appreciate your effort.
Full Show URL: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/mpb2b16-show-35-doug-kessler/

Additional Links:
•iTunes: https://itunes.apple.com/us/podcast/enterprise-marketer-podcast/id1153750828
•Twitter: https://twitter.com/dougkessler
•LinkedIn: https://www.linkedin.com/in/dougkessler
•Website: https://velocitypartners.com/team/doug-kessler/

Tish Millsap, Content Strategy and Demand Generation Consultant, joins the show at MarketingProfs’ B2B Forum to talk about Account-based Marketing (ABM), Demand Gen, and the intersection between sales and marketing.

During this show, Tish and Jeff share some in-depth lessons they have learned over the years, to help marketing teams perform better and gain a seat at the table when it comes to corporate strategy.

One of the first places Tish suggests marketing teams look at is the data. If you can’t attribute the information you are using to a source and verify that source is current, it might be time to start cleaning it up. Once you know the data is clean, can your efforts be amplified with the use of data. We’re not talking about filling in the first and last name in your Twitter or email automation. We are talking about context.

With a background in technology, Tish has also found the agile approach to content planning and execution to be beneficial for marketing teams. Around the midpoint of this conversation, we pull the elements together and talk about the logistics of agile planning in a marketing context.
We hope this show will help you think outside the box when it comes to an upcoming marketing effort your team has.

If you liked this show and the others, I would encourage you to give us a review and a 5-star rating on iTunes. It helps us in the podcast rankings. Even though it is a huge pain to get to the rating screen in the podcast app, we would very much appreciate your effort.

Full Show URL: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/mpb2b16-show-34-tish-millsap/

Additional Links:
•iTunes: https://itunes.apple.com/us/podcast/enterprise-marketer-podcast/id1153750828
•Twitter: https://twitter.com/tishmillsap
•LinkedIn: https://www.linkedin.com/in/letishamillsap
•Website: http://tishmillsap.com/

Erica McGillivray, former Community Manager at Moz, joins the show to talk about diversity in your marketing voice and what a community manager does for a brand.

At her session at MarketingProfs’ B2BForum, Erica shared some techniques to becoming scrappy with your marketing execution, and ways to ensure you are staying on strategy.

Later in the show we dive into how being a part of the GeekGirlCon group and her interest in cosplay have helped shape her as a marketer.

We hope this show will help you think outside the box when it comes to an upcoming marketing effort your team has.

If you liked this show and the others, I would encourage you to give us a review and a 5-star rating on iTunes. It helps us in the podcast rankings. Even though it is a huge pain to get to the rating screen in the podcast app, we would very much appreciate your effort.

Full Show URL: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/mpb2b16-show-33-erica-mcgillivray/

Additional Links:
•iTunes: https://itunes.apple.com/us/podcast/enterprise-marketer-podcast/id1153750828
•Sharable Url: http://emktr.co/2hiVRom
•Twitter: https://twitter.com/emcgillivray
•LinkedIn: https://www.linkedin.com/in/ericamcgillivray
•Website: http://www.sliverofice.com/

Christopher Penn, Vice President of Marketing Technology for SHIFT Communications, joined Jeff Julian at MarketingProfs’ B2BForum to discuss podcasting, customer journey mapping, content marketing, and strategy. Chris is co-host of the very successful Podcast, Marketing Over Coffee, that is well worth a subscription.
To kick off the show, Chris describes his recent presentation and the challenges of customer journey mapping for marketing teams. My favorite quote was when he said that marketers “scrap off the word funnel off” when building their journeys. With this approach, paired with SOS, shiny object syndrome, most marketers are set up for failure due to their lack of clarity and planning.
If this is a little close to home, you are not alone, and you can turn around now and get back on the right path. Chris tells his audiences to think of the problem by answering three questions in this order: why, what, and how. Why is it important? What does it do? How do I use it? By taking this approach, you will have to slow down to determine value before you jump in.
If you liked this show and the others, I would encourage you to give us a review and a 5-star rating on iTunes. It helps us in the podcast rankings. Even though it is a huge pain to get to the rating screen in the podcast app, we would very much appreciate your effort.
Full Show URL: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/mpb2b16-show-32-chris-penn

Additional Links:
•iTunes: https://itunes.apple.com/us/podcast/enterprise-marketer-podcast/id1153750828
•Sharable Url: http://emktr.co/2gCT1yc
•Twitter: https://twitter.com/cspenn
•LinkedIn: https://www.linkedin.com/in/cspenn
•Podcast – Marketing Over Coffee: http://www.marketingovercoffee.com/
•Website: http://www.shiftcomm.com/teammembers/christopher-penn/

As 2016 concludes, the biggest conversation that continues to occur is quality vs. quantity in content marketing. We need to continue to scale our content, but as Ardath says, “it isn’t about scaling content, it’s about scaling outcomes.”

In this show, Ardath and I continue the conversation we started at Content Marketing World 2016 about what makes content great. I love how Ardath makes the point that scaling your content efforts isn’t about more, it is about performance. To come to that conclusion, you must think beyond the marketing department. With 30 years of experience in business management, Ardath explains how it all comes down to revenue.

So to grow as marketers, we need to align our content objectives with measurable business results better over time. Stop reinventing the wheel with your content, and start refining your work using agile strategies like the ones we discuss in this show.

The next time you go to produce a piece of content, ask yourself this question: Why it is important to produce this piece of content? For the business, for the customer, for the team.

If you liked this show and the others, I would encourage you to give us a review and a 5-star rating on iTunes. It helps us in the podcast rankings. Even though it is a huge pain to get to the rating screen in the podcast app, we would very much appreciate your effort.

Full Show URL: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/mpb2b16-show-31-Ardath-Albee/

Additional Links:
•iTunes: https://itunes.apple.com/us/podcast/enterprise-marketer-podcast/id1153750828
•Sharable Url: http://emktr.co/2gucZXW
•Twitter: https://twitter.com/ardath421
•LinkedIn: https://www.linkedin.com/in/ardathalbee
•Website: http://marketinginteractions.com/
•Digital Relevance – Book: http://amzn.to/2gGMqSf

It was really hard to name this episode. Andy Crestodina, Co-founder and Strategic Director of Orbit Media Studios, sat down with me at MarketingProfs’ B2B Forum to discuss just about every topic when it comes to digital marketing. We talk about the history of the Internet, his book Content Chemistry, how marketers should be using analytics, and many other topics. Andy also describes his experience keynoting Content Marketing World in September of 2016.

I have a few favorite quotes from this podcast with Andy. One of them is “fear of public failure is a huge motivator.” When I think back to each stage of my journey into public presentations, I cannot think of a time that I was completely confident. There is always a comfort in the presentations you have given, but a fear of the next experiences as the audience gets bigger and the topics get deeper. Andy describes his experience of the change in audience size from 100s to 1000s at #CMWorld.

At the core of this conversation is the need for analytics, not reports. “The real way to use analytics is a decision support tool.” I love this philosophy because many of us use our analytics and metrics of success and to get a gold star of achievement when we reach a number. In this episode, we both share examples of times we received some amazing numbers from traffic, but instead of improving our measurement, they added noise. If we look at the why behind the numbers, we will always find more areas of improvement and learn more about our audiences.

This is definitely one of those shows I will listen to a few times to capture each area of the conversation we get to and I hope you do the same.

If you liked this show and the others, I would encourage you to give us a review and a 5-star rating on iTunes. It helps us in the podcast rankings. Even though it is a huge pain to get to the rating screen in the podcast app, we would very much appreciate your effort.

Full Show URL: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/mpb2b16-show-30-andy-crestodina/

Additional Links:
•iTunes: https://itunes.apple.com/us/podcast/enterprise-marketer-podcast/id1153750828
•Sharable Url: http://emktr.co/2gnydaf
•Twitter: https://twitter.com/crestodina
•LinkedIn: https://www.linkedin.com/in/andycrestodina
•Website: https://www.orbitmedia.com/andy-crestodina
•Content Chemistry – Book: http://amzn.to/2gGJgP4

For most of us, at some point in our careers, we will be asked to speak in front of a crowd of people. For some, this might be the most frightening moment in their lives. For others like Andrew Davis, this is a moment for them to shine.

On this show, Jeff Julian sits down with Andrew Davis to talk about his career as a keynote speaker and what goes into the art of telling stories to a live audience. Jeff and Andrew share their personal experiences of speaking and how working with an audience to drive home the point is key.

Andrew gives us some insight into how he helps other speakers define their voice. Some key takeaways he gives new speakers trying to get started are:
•Get a deep passion for what you are speaking about before you create your speech.
•Turn your idea into a drawing and explain it to a mentor in the field to help you learn how to describe it.
•Don’t pack everything into the first three minutes of your presentation
•Learn from other media sources about how to tell a story.

Andrew’s authenticity nature is contagious. Talking to him excites you, gives you insights into those areas you need improvement and the energy you need to get started. I hope you take as much away from this conversation as I have.

We will continue publishing the shows from B2B Forum on Mondays and Fridays until we January.

I would love your thoughts and commentary on the share. Email me at [email protected] if you have something you would like to share.

Andrew’s Bio: Andrew Davis’ 20-year career has taken him from local television to The Today Show. He’s worked for The Muppets in New York. He’s marketed for tiny start-ups and Fortune 500 brands. His latest book, Town INC hit shelves in 2015. He’s produced for Charles Kuralt and MTV. In 2001, Andrew co-founded Tippingpoint Labs, where, as the chief strategy officer, Andrew and his team helped companies like Putnam Investments, Breville and TomTom. They built digital strategies for publishers like Rodale and Meredith. For more than a decade, Drew has led the charge to change the way publishers think and how brands market their products in a digital world. Andrew’s first marketing book, Brandscaping: Unleashing the Power of Partnerships, is one of Amazon.com’s Top 100 Marketing Books.

Full Show URL: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/mpb2b16-show-29-andrew-davis/

Additional Links:
•iTunes: https://itunes.apple.com/us/podcast/enterprise-marketer-podcast/id1153750828
•Sharable Url: http://emktr.co/2geoTpl
•Twitter: https://twitter.com/drewdavishere
•LinkedIn: https://www.linkedin.com/in/drewdavishere
•Website: http://www.akadrewdavis.com/
•Brandscaping – Book: http://amzn.to/2ge1FQp
•Town Inc. – Book: http://amzn.to/2fjo4gf

What does a Global Marketing Manager do at the largest privately held company in Kansas City?

Anna Lewis, Global Marketing Manager at Black & Veatch, joins the show to talk about her role in the company, recent realignment with sales, what students should know about joining a marketing team, and much more. “My job is to educate and empower.” That is a great way to think about the role of Marketing Manager.

While on the sales conversation, Anna discusses what she has learned during the transition to a closely aligned sales and marketing team and why it is important to attend conferences like B2B Forum. She also describes how she used her college jobs to help her understand the skills needed for customer service and how they relate to the role of marketer.

We will continue publishing the shows from B2B Forum on Mondays and Fridays until we January.

I would love your thoughts and commentary on the share. Email me at [email protected] if you have something you would like to share.

Full Show URL: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/mpb2b16-show-28-anna-lewis/

Additional Links:
•iTunes: https://itunes.apple.com/us/podcast/enterprise-marketer-podcast/id1153750828
•Sharable Url: http://emktr.co/2f7pDKO
•Twitter: https://twitter.com/alew22
•LinkedIn: https://www.linkedin.com/in/lewisanna