Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today has over 20 years worth of experience, has worked with more than five major companies during that time, and was VP at four of them. He's currently chief marketing officer at Gong, the revenue intelligence platform. 

In this episode, Udi Ledergor talks about how he draws on these experiences whenever he starts with a new company and what steps he takes to make his role a success whilst building a successful team.

Topics covered:

• The very first thing that Udi does when he joins a company
• Doing due diligence before starting with a company and being clear about who and what you want to work with
• Really understanding a brand and what you may have to go through to get to that point
• Is the product you’re marketing solving a big enough problem for a big-enough audience
• Udi goes through the key processes he uses when starting with a company
• Using both Inbound and Outbound marketing techniques when first starting out
• What does it mean to actually build a brand
• Do something that stands out as different
• If you try and please everyone, you’re going to get boring
• Developing content that’s so good, people want to pay for it

Resources mentioned:

• Gong
• Different by Youngme Moon
• Zag - Marty Neumeier
• Influence - Robert Cialdini
• Category Creation: 4 Reasons to NEVER Do It
• Buyer Personas Need to Die a Violent Death
• Is Blue Ocean Strategy Risky? Examples & Key Disadvantages

***

→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

🐔

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

"How do you make people instantly understand what you do? How to become an authority in my field? How to create content that doesn't sound like everyone else? How to stand out as a job candidate? How to stand out from massive competition?"

This is a sample of the questions I've answered during a free + live "hot seat" coaching session (that took place on Jan 27, 2021).

I was so frustrated by empty advice from so-called experts on differentiation that I organized this webinar to help consultants, entrepreneurs, in-house marketers get unstuck and stand out with real, actionable advice tailored to their needs.

If you want to go further to make your product/service radically stand out, check out my 8-week high-intensity program (applications for the next cohort open Monday, Feb 1st): EveryoneHatesMarketers.com/stfo

***

→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

🐔

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Tony Award-winner Ken Davenport has produced a long list of Off-Broadway and Broadway shows. He's also known for his innovative marketing stunts, and we delve deeper into these during the episode. 

His marketing methods may not be conventional, but they are inspirational and can be adapted to raise awareness no matter what your product or market.

Topics covered:

• Ken’s most successful marketing stunt 
• Ken’s formula for creating marketing stunts
• Going for a particular audience and not compromising
• Learning from stunts that don’t work out
• The problem with trying to be too clever
• Simpler is better
• Combine your USP with something that’s never been done before
• Borrowing ideas from other industries
• Getting into trouble is a sign you’ve done something right 
• Advice for people who are afraid of getting it wrong
• Why you should never repeat yourself

Resources mentioned:

• Hemingway 
• Salesforce
• Infusionsoft
• Toodledoo
• BombBomb Video
• The Producer’s Perspective
• Break Through the Noise in Marketing by Doing Less
• How to Compete with Big Brands Even with Very Few Resources
• Buying Triggers: 6 Steps to Create Explosive Demand

***

→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

🐔

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Kyle Lacy is the CMO of Lessonly, where, unsurprisingly, he leads a team of marketers. 

Here’s a more surprising bit: he also looks after a group of outbound sales reps. In our conversation today, we talk about that and expand on Kyle’s firmly held belief that marketing should run sales. We discuss what that means for you and your company and how to make it happen.

Topics covered:

• The difference between sales and marketing 
• Knowing when leads have come from marketing activities
• Start with a fully optimized website
• Fully utilising both inbound and outbound marketing
• How to feed the sales team
• The number one method for optimizing a website
• Why you should be talking to customers 
• Hiring the right people for the right jobs
• Increasing the volume when it comes to brand

Resources mentioned:

• Salesforce
• Exact Target
• Lessonly 
• Lighthouse
• Drift
• OpenView Ventures
• Linkedin

***

→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

🐔

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Are you feeling burnt out at the end of your workday? Do you feel like your flailing around with no direction when working with your current clients?

Kaleigh Moore was in your position not too long ago. Now after taking a leap as a niche freelance writer, Kaleigh runs a successful business writing blog content for e-commerce platforms and SaaS tools.Kaleigh joins the show today to help us understand how to find work your passionate about and make money doing it.

We discuss how to find your niche and properly position your brand so people remember what you do and you can work with clients on your own terms.

Topics covered:

• Why being a specialist will get you more business
• Two reasons to be selective when bringing on new clients
• Keeping variability in your projects when selecting your expertise niche
• How Kaleigh conquered her fears and burnout when she repositioned her business
• The trigger that pushed Kaleigh to reposition her business
• The online freelance course Kaleigh took to figure out the work she truly enjoyed
• Why you need to have some hands-on experience before positioning your business
• Three questions that can help you find work you actually enjoy doing
• Kaleigh’s advice for setting up your project fee structure
• The best way to discover work you are passionate about
• Potential red flags from clients and how to tactfully move away from those clients
• A formula for creating your really simple positioning statement
• Why you should ask your mom if she understands your positioning statement before you publish it
• Simple ideas to keep your network updated on your brand

Resources mentioned:

• Paul Jarvis Creative Class
• Paul Jarvis: More Isn’t Always Better - Challenging the Growth at all Cost Mindset
• Casey Neistat
• The Unique Ability
• Tim Ferriss - How to Build a World-Class Network in Record Time
• On Writing Well
• Tim Ferriss Podcast
• Joe Rogan Podcast
• Kaleighmoore.com
• Kaleigh Twitter
• Kaleigh's Newsletter Cup of Coffee
• 13 Positioning Principles From Hungry Hungry Hippos
• "Being Professional" is Utter Bullshit

***

→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

🐔

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

To take your pitches, presentations, and positioning to the next level, you have to tap into the power of narrative storytelling

.My guest today is Andy Raskin, strategic consultant and storytelling expert. In this episode, you’ll learn how to use storytelling frameworks to establish trust, create emotional connections, and gain traction.

Topics covered:

• What Andy think “positioning” exactly is
• An example of a company that does narrative positioning well
• Can you measure the success of product positioning?
• How to create urgency in your positioning
• Why the CEO should lead the product positioning exercise
• How Andy implements his framework in 5 steps
• The one question that sparks debate in positioning discussion
• How you should approach positioning when you have multiple target audience
• What Andy thinks marketers should learn for the next 5,10, and 50 years

Resources mentioned:

• Andreesen Horowitz
• First Round Capital
• Salesforce
• Intel
• Square
• Uber
• 5 Proven Methods for Positioning Your New Product
• Crossing the Chasm
• Drift
• Marc Benioff
• Zuora
• The Greatest Sales Deck I’ve Ever Seen
• Tailoring Your Pitch for Multiple Audiences
• Never Split The Difference
• Story: Style, Structure, Substance, and the Principles of Screenwriting
• Ira Glass
• This American Life
• Andy’s LinkedIn
• Andy’s website
• Narrative Design: Craft a Story Using Conspiracy Principles
• 13 Positioning Principles From Hungry Hungry Hippos

***

→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

🐔

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Lindsey Christensen believes that the role of marketing goes far beyond that of making money. 

In this episode, she talks to me about how once companies define their values and missions, they should stay connected to them and promote them in their marketing. We also discuss the need for diversity and change within the tech industry.

With over 14 years of experience within the business, she is currently CMO of the design and development consultancy, thoughtbot.

Topics covered:

• What’s wrong with tech and the tech industry today
• Why diversity is the biggest issue in the tech industry
• Definition of company values and why they are important in marketing
• Doing research on a company's values before you start to work with them
• Selling yourself to a company and treating it as a marketing exercise
• Talking to customers to understand what they love about your company
• What to do if the company you work for isn’t sticking to their values
• What you stand for implies what you also stand against
• Not taking on projects or customers if it goes against your values
• Defining objectives, strategies, goals, and measures
• How to prioritize and pick the ideas and strategies that you want to use
• What Lindsey thinks marketers should do today to help them in the next five, 10, 50 years

Resources mentioned:

• thoughtbot
• Giant Robots Smashing Into Other Giant Robots
• Good Strategy, Bad Strategy - Richard Rumelt
• Katie Martell
• Wistia

***

→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

🐔

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What do you do if your customers just don't "get" your product?

My guest today is Jane Portman, UI design expert, and co-founder of Userlis.

We talked about why Userlist initial positioning didn't work, and the ten steps Jane and the Userlist team took to develop a new product positioning.

From recruiting customers, to running customer interviews, and discovering the patterns and themes amongst qualitative data.

Topics covered:

• Why Userlist changed their product positioning
• The steps Jane took to start improving their product positioning
• How Jane scheduled customer interviews
• The customer research questions that led to the best insights
• Why understanding your product’s “true competitive alternative” is important, and how to find them
• How to figure out positioning internally
• The difference between “attributes” and “features”
• How to cluster attributes and features into “themes”
• Using card sorting exercise as a product positioning
• The biggest mistake Jane made when she tried to launch her previous products

Resources mentioned:

• Userlist
• 5 Proven Methods for Positioning Your New Product
• Intercom
• Obviously Awesome
• UI Breakfast
• How To Use Jobs To Be Done To Read Your Customer’s Mind
• Benedict Deicke
• Hotjar
• ConvertKit
• Des Traynor
• Joe Leech
• Ends by Joe McLeod
• UI Breakfast Podcast
• More Isn’t Always Better - Challenging the Growth at All Costs Mindset
• Company of One: Why Staying Small Is the Next Big Thing for Business
• Userlist Blog
• Category Creation: 4 Reasons to NEVER Do It
• Break Through the Noise in Marketing by Doing Less

***

→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

🐔

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Morgan Molnar lives and breathes data. She began her career in marketing effectiveness analytics at Nielsen before her present position as director of product marketing at SurveyMonkey. 

During our conversation, she explained what market research means to her and dispelled some of the myths and lies surrounding surveying. She also offers a compelling argument that providing it's done right, there are considerable benefits from using surveys to gather data.

Topics covered:

• The difference between primary, secondary, qualitative, and quantitative research
• The top three mistakes people make when sending surveys?
• The questions you shouldn’t ask in a survey
• The importance of pre-survey screening
• In surveying, what are monadic designs and sequential monadic designs 
• The benefits of using survey panels
• Deciding on your sample size

Resources mentioned:

• Seth Godin on EHM
• SurveyMonkey
• Data Story by Nancy Duarte
• Blinkist
• LinkedIn

***

→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

🐔