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

***

Topics mentioned:

[00:01:41] Coping with uncertainty.
[00:04:22] Uncertainty Expert framework.
[00:07:00] Taking risks in marketing.
[00:10:00] Dealing with uncertainty.
[00:13:39] Framework for uncertainty.
[00:16:21] Getting past fear, fog, and stasis.
[00:19:11] Uncertainty tolerance.
[00:22:40] Emotional regulation in uncertainty.
[00:26:10] Gut instinct and intuition.
[00:28:01] Embodied cognition and intuition.
[00:31:10] Marketing under extreme pressure.
[00:34:19] Conviction narrative theory.
[00:37:25] Overcoming negative thoughts.
[00:40:31] Embracing uncertainty.
[00:44:38] Overcoming adversity.
[00:47:19] Overcoming negativity bias.
[00:50:57] Connection: the key to getting unstuck.
[00:53:43] Connection and its importance.
[00:56:54] Negative space of advertising.
[01:02:31] Importance of language in marketing.
[01:03:06] Marketing as a force for good.

Resources mentioned:

• The Uncertainty Expert
• Be More Pirate
• Centre for the Study of Decision-Making Uncertainty

***

→ 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

***

In the first episode of Season 3, I chat with Amrita Mathur from Superside. We discuss how investing in mass marketing early can make (or break) a company. Amrita shares how she burnt out at a previous job before joining a creative-as-a-service company, how Superside grew from 450 customers to $30 million in revenue (four times each year), and why marketing is often overlooked in the B2B industry.

Topics mentioned:

• [00:02:10] Marketing-led growth in B2B.
• [00:03:46] Mass marketing and rapid learning.
• [00:08:30] Working for a European company.
• [00:10:57] Fast execution-oriented design service.
• [00:14:23] Subscription-based business model.
• [00:17:16] Biopersonas and Designer Dan.
• [00:21:35] Uncovering customer pains.
• [00:25:08] Buyer personas development.
• [00:27:16] Investment in design by companies.
• [00:30:40] Unlimited design services.
• [00:35:53] Selling convenience and time-saving.
• [00:37:45] Instagram Advertising Insights.
• [00:43:26] Enterprise customer retention.
• [00:45:23] Inbound marketing and sales.
• [00:48:20] Planning for hyper-growth.
• [00:52:03] Marketing and confidence in leadership.
• [00:55:59] Learning from podcasts.

Resources mentioned:

• Brendan Hufford's newsletter
• Amanda Natividad
• Masters of Scale podcast

***

→ 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

***

Is your organization too afraid of trying new things?

Do you have an idea for an experiment but are not sure how to pitch it to your boss?

Let’s change that.

My guest today is David Arnoux, Co-founder, and Head of Growth at GrowthTribe. In this episode, we talk about developing an experimental mindset, why visual storytelling is vital to get buy-ins, and how to run marketing and growth experiments to find huge wins.

Topics covered:

• The symptoms of companies that are not experimenting enough
• What companies need to have in place before starting experimenting
• The danger of “growth for the sake of growth”
• The type of companies that David won’t train or work with
• Why experiment culture should begin with the mindset
• How to change the mindset in an organization
• Why visual storytelling is essential in presenting your experiments
• The single data source to help you pick the right ideas to run with
• A few examples of crazy experiments David ran
• David’s advice to aspiring marketers
• What David thinks marketers should learn for the next 5,10, and 50 years

Resources mentioned:

• GrowthTribe
• CXL
• Booking.com
• Oracle
• Claire Suellentrop - Hot to Use Jobs To Be Done to Read Your Customers’ Minds
• Asia Matos - 5 Steps to Create a Go-to-market Strategy
• Stealing Fire by Stephen Kotler
• Liar’s Poker by Michael Lewis
• Jeff Bezos’ 2018 Letters to Shareholders
• Smartcuts by Shane Snow
• Takeru Kobayashi (The Hot Dog Eating Contest Champion)
• Lean Analytics by Alistair Croll and Benjamin Yoskovitz
• Dave McClure Pirate Metrics
• The GROWS Process by GrowthTribe
• Hotjar
• The Brass Framework
• Occam’s Razor
• Wait But Why by Tim Urban
• OCEAN model / Big Five Personality Traits
• Sandra Matz
• Deep Work by Cal Newport
• Edward Bernays
• a16z podcast
• Lectures subreddit
• Growth Tribe Youtube channel
• David’s LinkedIn
• GrowthTribe Instagram

***

→ 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

***

Most marketers focus on lead generation but it is enough?

There's another step in your marketing system that comes first: demand generation. While lead generation is a system focused on collecting contact information from potential customers, demand generation is about building brand awareness and creating demand for your products or services.

I asked lead generation expert Jeanne Hopkins to join the show and share her process of setting up a marketing campaign that generates demand and acquires customers.

We covered:

• Why most companies struggle to develop a system for attracting leads
• The costly mistake marketers make when it comes to their website design
• How auditing is the first step new marketers should take in demand generation
• The unexpected reason why promotion is the last thing you should think about
• Why small teams should go after key objectives vs. individuals
• What marketers miss when it comes to communication and small wins
• How we set expectations along the customer journey and why they matter
• Why we need to become comfortable with video and public speaking

Resources:

• SaaS Monetization - Episode 24 with Patrick Campbell
• Dan Moyle
• Toastmasters
• Dale Carnegie - Public Speaking Training
• Patrick Campbell: ProfitWell Blog
• Patrick Campbell: Price Optimization Blog
• @mvolpe - Mike Volpe on Twitter
• Sales experience for marketers book or another podcast episode
• @JeanneHopkins - Jeanne Hopkins on Twitter
• Jeanne Hopkins on LinkedIn
• Marketing vs. Communications: The Surprising Difference
• Bikeshedding in Marketing: 3 Keys to Being an Effective Marketer

***

→ 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 is a go-to-market strategy, exactly?

In today’s episode, we’ll define the term in details and dive into the real, actionable steps to design an effective go-to-market strategy.

My guest today is Asia Matos, an early-stage startup marketing expert, and the founder and CEO of Demand Maven.

We’re going to dive into what exactly is a go-to-market strategy, when you need one, and how to create one from scratch.

Topics covered:

• What exactly is a go-to-market strategy?
• The difference between go-to-market strategy” and “marketing strategy”
• Signs that a company needs a go-to-market strategy
• The frameworks to start creating a go-to-market strategy
• Why is it important to have a “model-market fit” and “channel-market fit”
• A real-life example of model and channel market fit
• Why follow up questions is vital in customer interviews
• Using Objective & Key Results (OKRs) to translate customer interview into actionable steps
• Why targeting customers’ mindset is much more important than just aiming at demographics
• Biggest mistake companies made when creating a go-to-market strategy
• What marketers should learn in the next 5,10, 20 years

Resources mentioned:

• Hull
• Flip My Funnel
• Hotjar
• Brian Balfour
• Growth Loops: The End of Traditional Funnels?
• Sean Ellis
• Motivo
• Good Strategy Bad Strategy: The Difference and Why it Matters
• Objective Key Results (OKRs)
• This is Marketing
• Buyer Persona: Your Guide to Create 100% Accurate & Detailed Ones
• Buyer Persona Institute
• Forget The Funnel
• Asia’s Twitter
• DemandMaven
• Buyer Personas Need to Die a Violent Death

***

→ 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 some companies stay on the top while others go out of business?

The answer is change. If you want to move forward in business you have to embrace adaptation. In fact, it's always been this way. Technology is just advancing at a faster pace than ever now.

In this episode, we're joined by branding expert Allen Adamson. He explains what steps companies need to take to stay relevant, how to successfully evolve with the times, and why diversity matters when it comes to your team.

Topics covered 

• Why most companies fail to stay relevant in today’s world
• What happens when you stay focused on your competitors
• How disruptors put major companies out of business
• The reason why your business should stay in startup mode
• Why companies who stay ahead tend to have a diverse team
• How to convince risk-averse leadership to change things
• Why word of mouth drives the marketing world today
• How to become a purpose-driven business with authenticity

Resources mentioned

• Metaforce: Allen Adamson’s consulting firm
• Shift Ahead: How the Best Companies Stay Ahead in a Fast-Changing World
• Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity
• The Founder’s Mentality: How to Overcome the Predictable Crises of Growth
• Allen Adamson on Forbes
• How to Compete With Big Brands Even With Very Few Resources

***

→ 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

***

When you’re pressed to deliver results, it’s tempting to chase the new, shiny trends. But to be an effective, no-BS marketer, you need to have the conviction to say “No.”

This week we have Edward Nevraumont, an experienced marketing consultant who has worked with companies like Expedia, A Place For Mom, and General Assembly.

In this episode, you’ll learn how to find and execute ideas with efficiency, calculate the true ROI of your marketing activities, and spark real success.

Topics covered

• Why most marketing is bullsh*t? (and examples of it)
• Why experienced marketers often fall into the “shiny object” trap
• Why over-obsession with personalization can backfires
• Why Edward takes a stand for effective, no-bs marketing
• 4-step processes to build a solid no-BS marketing team
• How to figure out the ROI of marketing channels
• How branding can help improve your other marketing metrics
• How to identify your most profitable customers
• What Edward think marketers should learn in 5, 10, and 50 years

Resources mentioned

• Marketingbs.com
• General Assembly
• A Place for Mom
• Expedia
• David Heinemier Hansson
• DHH and Basecamp’s Guide to No-Bullshit Digital Marketing
• Warburg Pincus
• Joan Lunden
• TripAdvisor
• Zillow
• Byron Sharp
• Mark Ritson
• 4-Steps to Creating a Rock Solid Marketing Strategy
• How Brands Grow
• How Brands Grow: Part 2
• MarketingBS Newsletter
• Stratechery
• Ben Thompson
• Marginal Revolution
• iPassExam.com

***

→ 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

***

Many companies are constantly in a growth mindset, constantly looking for new ways to increase customers and improve their “vanity” metrics that say more is always better.

Paul Jarvis, the author of Company of One, joins the show today to discuss the importance of enjoying the process and why companies should challenge the “Growth at All Costs” mindset that companies find themselves in.

Topics covered

• Why companies should not use growth as their top achievement metric
• Focusing on profit over growth
• Why it is important to figure out how to be happy in the present then hoping the future works out
• How to avoid focusing on “vanity” metrics
• The two ways to run a business long term
• When focusing on your business’s growth makes sense
• Why you should consider that more isn’t always better
• Why you should be focusing on a specific audience
• The importance of understanding your audience’s problem
• Customer retention vs. customer acquisition
• The three qualities it takes to be resilient
• Focusing on the process rather than the outcome
• Why you should always be working on personal growth

Resources mentioned

• Company of One
• Paul’s Creative Class
• Fathom Analytics
• Start-Up Genome Project
• Inc. 5000 List
• Gary V
• Stripe
• Phillip Morgan
• Pyschotactics
• Seth Godin on Everyone Hates Marketers
• Seth Godin – This is Marketing
• MailChimp
• Daft Punk: 5 Marketing Lessons to Make Your Business Famous

***

→ 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

***

Most marketing gurus will advise you to market your business everywhere, on every channel possible. Not Perry Marshall.Perry, a best-selling author, speaker, and world-renowned business consultant.

He joins the show to explain the 80/20 marketing rule and why you should apply its principles to help simplify your marketing approach.

We discuss why you should identify your customers through a disqualification process and how this approach will save you time, improve customer satisfaction, and increase your profits.

Topics covered

• How to identify your customers by using John Paul Mendocha’s 5 Power Disqualifiers
• Why sales should be a disqualification process rather than a convincing process
• The five elements that identify whether a customer will buy your product
• How to begin implementing the 80/20 Marketing rules into your sales approach
• The importance of categorizing your customers into groups and identifying their commonalities
• Why you must speak with your customers face to face or on the phone
• The top three qualifying questions you can ask any of your customers
• The key characteristic that separates amateur marketers from professional marketers
• The framework of direct-response marketing
• How to “agitate” your customer’s problems in an honest and ethical method
• The formula to guarantee your customer’s satisfaction
• Why customer disqualification will increase customer satisfaction

Resources mentioned

• Ultimate Guide to Google AdWords by Perry Marshall
• 80/20 Sales & Marketing by Perry Marshall
• Dan Kennedy
• John Paul Mendocha
• The 5 Power Disqualifiers
• Ultimate Guide to Facebook Advertising: How to Access 1 Billion Potential Customers in 10 Minutes by Perry Marshall, Keith Krance, Thomas Meloche
• www.Isfbforme.com
• Survey Monkey
• Dysfunctions, Addictions, and the Financial Burning Bus Email Series
• Joanna Wiebe
• The Star Principle by Richard Koch
• How To Address Your Customer's Most Serious Concerns & Improve Conversions
• Pratfall Effect in Marketing: Admit Your Flaws to Win Customers

***

→ 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

***

All you need is to ask yourself and your customers one simple question.

***

→ 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

🐔