FIR Podcast Network

One of the greatest challenges marketers face is creating campaigns that can both scale and are unique to the person viewing the content. Its where the premise of ABM originated; it’s how marketers get the most bang-for-their-buck. It is undoubtedly accurate that a well-tailored campaign that speaks directly to the reader at the exact time they need to hear the message will convert better than a generalized message using the spray and pray method.

One of the greatest challenges marketers face is creating campaigns that can both scale and are unique to the person viewing the content. Its where the premise of ABM originated; it’s how marketers get the most bang-for-their-buck. It is undoubtedly accurate that a well-tailored campaign that speaks directly to the reader at the exact time they need to hear the message will convert better than a generalized message using the spray and pray method.

Enter AI into this mix and it combines the best of both worlds – AI in marketing at scale while allowing for micro-targeting of verticals, groups of people, or those with very specific attributes. It also allows marketers to ask better questions, and questions that haven’t been considered yet, to discover new attributes that could be relational, which helps to scale marketing campaigns.

In this episode of AMP UP Your Digital Marketing we meet Dr. Ian Howells, Vice President and Head of Marketing at Sage Intacct, an accounting software. He speaks to tailoring their marketing approach to allow for scale while creating an unparalleled level of micro-targeting to their target markets. In this discussion, he challenges the way marketers think about verticalization and grouping together industries just because they share a common thread, and how to leverage AI to influence them better.

Transcript:

Glenn: Welcome back to the show. Today we’re speaking with Ian Howells. Ian, welcome to the show.

Ian: It’s great to be here.

Glenn: Ian, can you tell us a little bit about who you are and what you do?

Ian: Yeah, I’m the VP head of marketing at Sage Intacct. We’re a cloud financials company that was acquired by Sage for just under a billion dollars two-and-a-half years ago.

Glenn: Oh, very nice. And that must have been interesting, just going through the acquisition. In terms of some of the areas that you’ve been focusing on lately, what’s the area that really pops up for you, what’s got you most focused or passionate about right now?

Ian: Just it’s interesting really the space that we’re in has driven the approach that we’ve taken. So, we sell cloud financials, we have cloud budgeting and planning, cloud HR and people and analytics. And Gartner kind of characterized the market really well in 2018, it called it the largest enterprise software category at about $37 billion going through a generational shift to the cloud.

So, what you have is this ginormous cloud market really shifting from on-premise to cloud. And each vertical is shifting at a different pace in each geography. So, kind of the key thing that drives what we do is normally you’re looking for opportunity, but here the opportunity is so large, you’re looking at where do you start? And there are three core things that we do. We kind of break the world into what we call the micro-verticals, and we use AI at scales to kind of personalize the scale.

Glenn: So, okay, so AI means different things to different people. And so, just give us some context here. How would you define AI in this? And then, I mean, is it just machine learning, is it – how far do you go down that path and how do you do it?

Ian: Yeah, absolutely. So, if you look at the key problem we’re trying to solve, to give you the context to the AI approach,

Bridge the gap between strategy and execution with increased organizational collaboration. This episode features #ThoughtLeader and #Expert, Ed Brzychcy https://aha.pub/EdBrzychcy, who coaches business leaders with his consulting firm, Blue Cord Management, so that they can build more robust, agile and collaborative teams in their organizations.

Ed Brzychcy is a former U.S. Army Infantry Staff Sergeant who served three combat deployments during Operation Iraqi Freedom. He draws on lessons he learned while leading teams of soldiers in the military. Ed is passionate about helping executive teams bridge the gap between strategy and execution by increased organizational collaboration.

If you want to bridge the gap between strategy and execution within your org, you should consider reaching out to Ed Brzychcy by visiting his website: https://www.bluecordmgmt.com and going to https://aha.pub/EdBrzychcy.

Here are a few AHA messages from this episode:

* Executive teams who want to bridge the gap between #StrategyAndExecution within their orgs, should reach out to Ed Brzychcy at https://www.bluecordmgmt.com @bluecordmgmt

* If your new strategic venture or org is struggling, do you know where the problem lies? The first place you will need to search is the gap between your #StrategyAndExecution. https://www.bluecordmgmt.com @bluecordmgmt

* Bridging the gap between #StrategyAndExecution requires tearing down barriers between executives and employees. You need to increase collaboration across the org so that all levels are more effective. https://www.bluecordmgmt.com @bluecordmgmt

* Strategic initiatives are based on the info that your executives have on hand. But do you know that the situation on the ground may be completely different? You will need to bridge this gap between #StrategyAndExecution. https://www.bluecordmgmt.com @bluecordmgmt

* Serving in the US Army Infantry and leading teams of soldiers in the military gave me the credibility to help executive teams bridge the gap between #StrategyAndExecution within their orgs. https://aha.pub/EdBrzychcy

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.

Win your commercial real estate transactions by learning selfless service. This episode features #ThoughtLeader and #Expert, Jonathan Keyser https://aha.pub/JonathanKeyser, who is an industry disrupting entrepreneur, keynote speaker, Wall Street Journal number one best-selling author and founder of the Keyser Institute.

With business advisory, training and workshops, Jonathan teaches leaders and individuals to identify and refocus internal mindsets in order to serve others without concern for personal gain.

If you’re sitting on the board of a public or private company, and you recognize the importance of real estate in the things that you do, you’d want to reach out to Jonathan Keyser at https://aha.pub/JonathanKeyser.

Here are a few AHA messages from this episode:

* CFOs who don’t realize that the commercial real estate broker they’re working with is not really on their side should reach out to Jonathan Keyser at https://aha.pub/JonathanKeyser. #TransparencyInRealEstate

* Traditional commercial real estate firms primarily represent landlords and developers but most of their revenue comes from representing tenants, which is a clear conflict of interest. Is your broker truly on your side? https://aha.pub/JonathanKeyser #TransparencyInRealEstate

* Our firm eliminates the inherent conflict between the interest of the landlords and that of the tenants. We only represent the tenant side of transactions. #TransparencyInRealEstate https://keyserco.com/ @KeyserCo

* In the ruthless, very cutthroat and 100 percent commission-based industry of commercial real estate, our firm brings a spirit of selfless service through principle-based #SelflessLeadership. https://keyserco.com/ @KeyserCo

* In an org where culture is not prioritized, you lose your best people and you’re not able to recruit those you want. Through the Keyser Institute, we train, empower and certify the next generation of selfless leaders. #SelflessLeadership. https://keyserco.com/ @KeyserCo

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.

Grow your business by simplifying your leverage of technology. This episode features #ThoughtLeader and #Expert, Ramon Ray (http://aha.pub/RamonRay), who is an entrepreneur, bestselling author, journalist, event producer and host and global speaker. Ramon is the founder of Smart Hustle Media and SmallBizTechnology.com and is the producer of the annual Smart Hustle Growth Conference in New York City.

A four-time entrepreneur himself, Ramon knows what it takes to be a successful entrepreneur and he communicates his insights to audiences around the world. He is passionate about helping small business owners, freelancers and entrepreneurs to use technology to grow their businesses.

If you are scared and afraid, and do not know what technology to use for your business, you should consider reaching out to Ramon Ray by visiting his website https://www.ramonray.com and going to http://aha.pub/RamonRay.

Here are a few AHA messages from this episode:

* Small business owners, freelancers and entrepreneurs who are scared and afraid, and do not know what technology to use for their businesses, should reach out to Ramon Ray. #SimplifyTechnology https://www.ramonray.com @RamonRay

* There are so many options out there for your business. It is easy to get overwhelmed. Do you know what technology or marketing package to use? I can help #SimplifyTechnology choices for you. https://www.ramonray.com @RamonRay

* I can help you find one or two technology or marketing solutions that can help your business. That’s what I do best. I distill and make things simple and fearless for the business owner. #SimplifyTechnology https://www.ramonray.com @RamonRay

* You need a personal thought leader who will help guide you through the best technology options for your business. I can help distill these options for you. I can help figure out what technology will help grow your business. #SimplifyTechnology http://aha.pub/RamonRay

* I started four companies and sold two of them. I wrote four bestselling books and produced many events for thousands of people. That gives me the perceived credibility to help you #SimplifyTechnology to grow your business. http://aha.pub/RamonRay

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.

From time to time, every agency gets approached by a nonprofit about discounted pricing. Many vendors of other goods and services extend these types of special deals, so these organizations aren’t crazy to ask.

Chip and Gini discuss how agency owners should handle these types of requests. It is easy to get caught in a bad situation by providing what seems like a small 10% discount, only to see that erode all of the agency’s profit margin on the work.

There’s nothing wrong with doing pro bono work or even offering a discount. The key is to understand all of the ramifications of what you’re doing and the impact on your agency’s finances.

In this episode, you will hear some tips on how to make relationships with nonprofits a win-win scenario for agency and client alike, as well as pitfalls to try to avoid.

RESOURCES

* Guide to Project Budgeting

[read the transcript]

Agencies have a constant need to “feed the beast” when it comes to content creation. Public relations and marketing firms have always had a strong reliance on the written word, but as clients become publishers and social media places increasing demands on scribes, the challenge of finding and managing writers only grows.

On this episode, Gideon Stein of Write Label explains how his team has built a roster of writers to help meet that need. There are lessons and ideas for anyone who is looking to outsource writing responsibilities or build their own network.

Gideon discusses a wide range of topics including:

* Write Label’s approach to filling client requests

* Managing writers for maximum results

* Recruiting new writing talent

* How Write Label extends the range of many agencies

* The role of AI and machine learning in the writing process

You will also get to hear the funny story of how Write Label came to be what it is today.

RESOURCES

* Write Label

ABOUT GIDEON STEIN

Gideon serves as the CEO of Write Label. Previously, he was founder and CEO of LightSail Education, prior to its sale to an international private equity fund. A leader in the national education landscape, Gideon serves on boards of several nonprofit organizations including New Classrooms, Narrative 4 and Chalkbeat. He is also the President of the Moriah Fund. Prior to LightSail, Gideon co-founded and served as President of Future Is Now Schools, and he was Founder, Chairman, and CEO of the enterprise messaging company Omnipod, Inc. (now a division of Symantec).

[read the transcript]

Get lasting business results by finding your flow state. This episode features #ThoughtLeader and #Expert, Ken Kilday https://aha.pub/KenKilday, who is the founder and President of New-Tough Leader Business Coaching. He helps business leaders work on the business, rather than in it, for lasting business results and high morale.

In various leadership roles for the past 30 years, Ken has built high-producing teams using the New-Tough Leader method for consistent results, strong team engagement and reliable growth in an atmosphere of trust. He is passionate about helping entrepreneurs and business owners get lasting business results by finding their flow state.

If you are not achieving lasting business results and if you want to find out what your flow state is, you should consider reaching out to Ken Kilday by visiting his website https://kenkilday.com and going to https://aha.pub/KenKilday.

Here are a few AHA messages from this episode:

* Entrepreneurs and business leaders who are not getting lasting business results and who want to find out what their #FlowState is, should reach out to Ken Kilday at https://kenkilday.com @kdkphoenix

* If you want to share your vision, unify your people and develop a succession plan, the starting point is to find out what flow means for you. Do you know what your #FlowState is? https://kenkilday.com @kdkphoenix

* Flow is the magic that occurs when we do something we enjoy and are passionate about it. Understanding #Flow can help you unlock the magic in every person you are working with to get lasting business results. https://kenkilday.com @kdkphoenix

* Do you have those AHA moments about why you have not been getting lasting business results? If you do, then you understand that you need to find out what your #FlowState is. I can help you find your flow! https://aha.pub/KenKilday

* I spent 12 years in the grocery industry and 18 years in financial services. I built and grew teams in new branches and existing locations. This gives me the perceived credibility to help my clients get lasting business results. #FlowState https://aha.pub/KenKilday

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.

Grow your wealth and create a legacy by empowering the financial aspect of your life and business. This episode features #ThoughtLeader and #Expert, Emmanuel Eliason https://aha.pub/EmmanuelEliason, who is the President and CEO of Eliason Consulting Group, a certified financial educator and a business consultant.

With one-on-one and group consulting, Emmanuel helps families, communities and businesses accelerate their growth, operate profitably, become successful and leave a legacy.

If you want to grow your money, create a legacy for your future or you want to check in on your financial health, you’re going to want to reach out to Emmanuel Eliason at https://aha.pub/EmmanuelEliason.

Here are a few AHA messages from this episode:

* Individual families and businesses who want to make money today, grow their money and make sure to leave a legacy for the people they love should reach out to Emmanuel Eliason at https://aha.pub/EmmanuelEliason. #LeaveALegacy

* Eliason Consulting provides financial education for families and businesses so they can understand the various aspects of their finances. #FinancialEmpowerment http://www.eliasonconsulting.com/ @EliasonConsult

* We help businesses create wealth that is sustainable for long-term growth and to be profitable in what they do. #FinancialEmpowerment http://www.eliasonconsulting.com/ @EliasonConsult

* We help families understand their financial situation and we teach them how to protect their family, create wealth and #LeaveALegacy. https://aha.pub/EmmanuelEliason.

* Legacy is the ability to continue your vision and live way past your lifetime. In a sense, it is fulfilling your passion without necessarily being present. Do you know how to #LeaveALegacy? https://aha.pub/EmmanuelEliason

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.

Find your long-lasting relationship with a professional matchmaking process. This episode features #ThoughtLeader and #Expert, Tammi Pickle (http://aha.pub/TammiPickle), who is the VP of the Elite Connections Matchmaking Agency which has been in business for 25 years and has an A+ rating with the BBB.

Tammi is a dating expert, dating coach, matchmaker of high-profile professionals and celebrities, TV personality and radio host. She works with business professionals of all ages who are serious about finding quality individuals for serious relationships.

If you are looking for a long-lasting relationship and are not being successful, you should consider reaching out to Tammi Pickle by visiting her website: https://www.eliteconnections.com and going to http://aha.pub/TammiPickle.

Here are a few AHA messages from this episode:

* Business professionals who are looking for #LongLastingRelationships and are not being successful, should reach out to Tammi Pickle. https://www.eliteconnections.com @TammiPickle

* Busy people who are looking for #LongLastingRelationships and are serious about finding somebody should come to me. Online or app dating is not an option for them. I can help find the best match for them in person. https://www.eliteconnections.com @TammiPickle

* I work one-on-one with my clients. I really get to know you and then make an appropriate match based on what you are looking for. #LongLastingRelationships https://www.eliteconnections.com @TammiPickle

* Meeting someone new can be daunting. It is important that your match is who they say they are. My team does the research for you. We meet, screen, interview and do background searches on those we match. #LongLastingRelationships https://www.eliteconnections.com @TammiPickle

* With 25 years in the professional matchmaking business and matching tens of thousands of happy couples, @TammiPickle is someone you can count on to help you find your #LongLastingRelationship. http://aha.pub/TammiPickle

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.

Enhance your team performance through effective corporate training strategies with a twist of humor. This episode features #ThoughtLeader and #Expert Lisa Fey https://aha.pub/LisaFey, an accomplished communication expert, speaker, and author who helps leaders overcome today’s most prevalent business challenge: communication.

By sharing her strategic communication tools through keynotes, training, and workshops, she helps enhance team communications throughout the entire organization.

If you’re a leader of an org and recognize that your team’s performance is ineffective because you have ineffective communication, reach out to Lisa Fey at https://aha.pub/LisaFey.

Here are a couple of AHA messages from this episode:

* Leaders who have identified that ineffective communication is one of the reasons that they’re struggling to hit their goals should see the work being done by Lisa Fey at https://aha.pub/LisaFey. #IneffectiveCommunication

* Now that we are more on our phones and computers, we’ve lost the ability to have a conversation that connects us with each other. Are you facing communication problems within your org? #IneffectiveCommunication https://aha.pub/LisaFey

* These days, we communicate in a way that only gets our own point of view out, rather than stopping and listening to identify the things that could connect us to the person we’re talking to. #IneffectiveCommunication https://aha.pub/LisaFey

* I meet with my clients and talk to them about why communication is a problem in their org. Then, we discuss the symptoms of #IneffectiveCommunication and their impact on my client’s business. https://aha.pub/LisaFey

* I use the tools of improv comedy because I’ve learned that it helps you make connections. It teaches you how to listen and connect differently. #EffectiveComedyTraining https://LisaFey.com/ @LisaFeySpeaks

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.