FIR Podcast Network

Have you ever wondered what it would be like to sell your agency to one of the big holding companies? How does the dream compare to reality? What should you know before you make that decision?

Mitch Joel shares the perspective of someone who has done just that. He and his partners sold Twist Image to WPP. After remaining with the firm for several years after the acquisition, Mitch is now a prolific writer, podcaster, speaker, and more.

He is the host of one of the longest running podcasts, and he just welcomed Seth Godin as his guest on the 700th episode of his Six Pixels of Separation show. As an accomplished communicator and entrepreneur, he has lots of useful advice for listeners.

RESOURCES

* MitchJoel.com

* Six Pixels Group

* Six Pixels of Separation (book)

* Ctrl Alt Delete (book)

[read the transcript]

Leverage your brain to achieve greater success with strategic agility. This episode features #ThoughtLeader and #Expert Holly Green (http://aha.pub/HollyGreen), CEO and managing director at The Human Factor, Inc., speaker at Vistage International, part of the graduate faculty at Webster University, keynote speaker, management consultant, and author.

Holly conducts strategy and management consultations for successful leaders. She helps them define clearly what goals they want to accomplish and efficiently execute them. Holly is dedicated to helping her clients develop the knowledge, skills, and competencies to thrive in today’s business world.

To learn more about Holly Green, go to (http://aha.pub/HollyGreen). To get in touch with her, visit https://thehumanfactor.biz/.

Here are a couple of AHAmessages from this episode:

* The pain point of many successful leaders is that they are struggling to accomplish what they want for them to be more successful. #LeverageYourBrain #StrategicAgility https://thehumanfactor.biz/ @HollyGGreen

* Having the ability to adapt to new innovative ideas is a great help for successful leaders in achieving greater success at what they do and in their businesses. #StrategicAgility http://aha.pub/HollyGreen

* Are you working with an expert who knows about #StrategicAgility? Knowledge about strategic agility can give a person the expertise to help successful leaders compete in today’s uncertain markets. http://aha.pub/HollyGreen

* Having a sound mind can help successful leaders create clarity on what they want to do and execute them with excellence. Choose to work with an expert who can help you develop a sound mind. #StrategicAgility https://thehumanfactor.biz/ @HollyGGreen

* Having #StrategicAgility can give someone the credibility to help successful leaders leverage their brains to achieve long-term business success. Are you getting help from someone who has strategic agility? http://aha.pub/HollyGreen

To learn more about Thought Leadership and how it can help you be successful, subscribe to the channel: http://youtube.com/user/thoughtleaderlife.

Marketers love it when all the pieces connect nicely, kinda like a well-built lego project. But like our tech stack, marketers are realistic and realize it’s never really as simple as the directions make it out to be. Take ABM; it causes you to really take a look at how data has been adopted and creates a great deal of perspective around how it is all handled. But it can power multiple teams, which means that it better be right.

When it is, it makes powering the launch of a new product or initiative that much easier. The data all aligns, as does the messaging, thereby clearing the way for internal advocates to amplify event promotions.

Transcript:

Glenn: Welcome back to the show. Today we’re speaking to Matt Stone. Matt, welcome to the show.

Matt:  Thanks so much for having me.

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

Matt: Absolutely. So, I’m the Senior Director of Marketing at Gainsight. I’ve been with the company for a little over four years and I manage our demand gen team. So, we’re responsible for generating all the leads, creating the pipeline for our sales team and essentially just building the brand that Gainsight has.

Glenn: Awesome! Have you seen things change over the past four years in terms of – let’s talk about technology and processes when it comes lead gen? What’s the evolution you’ve seen?

Matt: Yeah. I mean, I think, you know, over the past four years or so, probably starting about four years ago, ABM became all the rage from a technology perspective. I’m not sure that it was really a new concept. I mean, I think, you know, account-based marketing and kind of having account name, list, things like that, has been around for much longer. But the technology side was kind of really new. You know, not necessarily that specific tech stack, but I think, you know, building your and involving your tech stack around that concept has been something that’s really taken hold and something that we’ve adopted and tried to find more and more ways to really look at things from, like a holistic account perspective versus kind of like perspective, which was really more of the trend probably the past ten years or so.

Glenn: And just so people have some context, would you mind sharing what that tech stack is?

Matt: Yeah, I mean, so here at Gainsight, you know, we’re a Salesforce shop, we use Marketo for market automation. And so, really, it’s like anybody that’s ever used Salesforce before knows it’s a very kind of rigid structure where there’s this concept of this lead object and then there’s a context and accounts objects and things like that. It is really kind of built, you know, for the marketing of yesterday, kind of thing. And when you’re working purely from making account perspective and you’re wanting to align your SDR, BDR, BDA team, whatever you call them, with your accounts and your As and things like that and you’re wanting to make sure that everything is visible at just that account level, then working on leads is really not what you want to be doing. It’s very clunky, it doesn’t connect to those accounts and things. So, you have to kind of build workarounds and things, and so we use products like LeanData which helps us automatically route and convert everything and put them into the proper accounts. And then through Marketo, we’re building up notifications and things that are able to directly let the people, work in that specific account, know exactly what’s happening in real-time. Which then lets them, obviously, prospect into them more effectively, doesn’t let things slip through the cracks, stuff like that. We’re able to, obviously, pump a lot more data into those account levels and then do more segment and outrea...

For many communicators, work is all about the craft of producing articles, posts, videos, and other content. Moving into the leadership ranks, however, requires more than great tactical skills and, in fact, more than great strategic planning capabilities. Senior-level communicators regularly advise and coach the company’s executives (and others) on how to communicate effectively, both in general and about specific issues.

This relationship works both ways: The more you can help your company’s leaders achieve their objectives through effective communication, the more trusted and indispensable you will become.

In episode 52 of the “Circle of Fellows” broadcast, four IABC Fellows discussed how to acquire coaching skills and apply them with company leaders. IABC Fellows participating in the discussion included Amanda Hamilton-Attwell, Jim Lukaszewski, Jim Shaffer, and Angela Sinickas.

About the panel

Dr. Amanda Hamilton-Attwell, accredited by both IABC and PRSA. She is Managing Director of Business DNA, based in South Africa, which provides strategic research and consulting, including communication audits, customer service, and women’s leadership topics. She is licensed in Adobe Connect and WebEx, using these to conduct virtual professional learning and education sessions. and other focused research and training in communication skills. Her career has also included a 15-year stint as a research manager for the National Productivity Institute.

James E. Lukaszewski, America’s Crisis Guru ®, is a bestselling author, national speaker, and trusted strategic advisor to FPO and NPO business operators and leaders during crises, disasters, reputation attacks, contentiousness and when the boss’s future is at stake. Corporate Legal Times listed him as “one of 22 crisis counselors to have in your speed dial when all hell breaks loose.” For more than 30 years, he has confidentially guided hundreds of company leaders thru tough, touchy, sensitive situations. Lukaszewski’s strategies inspire constructive, ethical problem resolving management behavior. A powerful and inspirational speaker, he teaches executives and managers the lessons he has learned. A prolific author, he is quoted and interviewed often as one of the most recognizable leaders in his profession. Lukaszewski is on the web at www.e911.com.

Jim Shaffer is a business advisor, leadership coach, author, and speaker. As leader of the Jim Shaffer Group, he helps organizations accelerate results through superior strategy execution. The Jim Shaffer Group creates hard business results by translating the business strategy to the people who need to implement it, aligning systems, processes, and culture to make the gains sustainable. Jim was an architect and leading practitioner of Towers Perrin’s (now Towers Willis Watson) change management consulting practice. He designed and produced the IABC Academy Course, “Managing Change Communication to Drive Results and Value.” Some of his change management clients have included: Abbott, ConAgra Foods, FedEx, IBM, ITT, Mayo Clinic, Medtronic, Owens Corning, Pfizer, Toyota.

Angela Sinickas is the founder of Sinickas Communications, which has worked with companies, organizations, and governments in 32 countries on six continents. Her clients include 25% of the Forbes Top 100 largest global companies. Before starting her own consulting firm, she held positions from editor to vice president in for-profit and government organizations and worked as a senior consultant and practice leader at Hewitt and Mercer. She is the author of a manual, How to Measure Your Communication Programs (now in its third edition), and chapters in several books. Her 50+ articles in professional journals can be found on her website,www.sinicom.com. Her work has been recognized with 20 international-level Gold Quil...

On the 10th Day of Christmas, Spin Sucks gave to you 10 PR metrics, nine productivity tricks, eight communications podcasts, seven PR pros to follow, six SEO tricks, five breakable habits, four productivity tools, three AI experts, two PR trends, and one mindset shift in a pear tree.

Last week, I talked about six SEO strategies to help audiences discover your content.

That goes hand in hand with this week’s podcast on PR metrics.

Because if you can’t prove you’ve reached your goals, how can you show the value of your work?

If you’re anything like me, NOTHING gives you the holiday warm and fuzzies like a well-organized spreadsheet filled with up-to-date metrics all trending up and to the right. 

Even if they don’t set your eyes aglow with holiday glee, metrics are something you should track consistently, but they have to be the right kind of metrics.

No media impressions or AVEs here. No siree, bob!

They should be kind that give you usable information about whether or not your PESO model communications plan is delivering what matters to the CEO.

In most cases, that’s cold, hard cash.

PR Metrics that Matter

While owned media tends to be the most important place to start in a PESO model program, I’m going to talk about PR metrics that matter for each in order of the acronym.

Here’s what we cover:

Paid Media

* Social media marketing ad conversions

* Email database

* Leads and conversions

Earned Media

Web performance

Media, blogger and influencer scoring

Shared Media

Rating system

Unique stuff (i.e. unique URLs, landing pages, coupons, discount codes, or even telephone numbers) 

Owned Media 

The vanities (e.g. unique visitors, time spent on the site, and bounce rate) 

Community

Sales

Get Good at PR Measurement and You Will Win

Get really good at measuring and analyzing these PR metrics.

They’ll let you know exactly how well your campaigns are doing, what you need more of and what you can let go, and generally help you communicate to your clients or bosses that their investment in PR is well worth it.

And that, my friends, is the ultimate goal.

Are You Up for a PR Measurement Challenge?

If you want to learn more about how to develop effective PR measurement for your PESO programs, that’s one of the things we cover in-depth in the 30 Day Communications Challenge, that begins on January 2, 2020.

You can sign up now by clicking on the link above and get free daily email prompts.

Or you can pre-order

Grow your business through leveraging technology. This episode features #ThoughtLeader and #Expert Terry Brock (http://aha.pub/TerryBrock), founder and CEO of Achievement Systems, Inc., which helps organizations leverage technology to build solid business relationships. He is a recognized Hall of Fame speaker, marketing coach, and author.

Terry is a leading expert in technology as it applies to marketing and growing business revenue. He helps people and organizations that are looking for productivity strategies, personal development, or individualized learning for the real world. Terry is committed to working with individuals and corporations to grow their business through leveraging technology.

To learn more about Terry, go to http://aha.pub/TerryBrock. To get in touch with him, visit https://terrybrock.com.

Here are a couple of AHAmessages from this episode:

* The pain point of individuals and corporations is not knowing how to #LeverageTechnology to grow their business. https://terrybrock.com @TerryBrock

* #LeveragingTechnology the right way can help individuals and corporations overcome being overwhelmed in their business. How are you overcoming overwhelm? https://terrybrock.com @TerryBrock

* Many years of experience and a passion for technology can give one the credibility to help individuals and corporations grow their business. Consider working with one who can help you #LeverageTechnology. http://aha.pub/TerryBrock

* Leveraging online platforms can help boost the marketing efforts of individuals and corporations. What platforms are you using to market your business? #LeveragingTechnology https://terrybrock.com @TerryBrock

* Using the right technology effectively can help individuals and corporations achieve their business goals. What technology are you using to grow your business? #LeveragingTechnology https://terrybrock.com @TerryBrock

To learn more about Thought Leadership and how it can help you be successful, subscribe to the channel: http://youtube.com/user/thoughtleaderlife.

Retain your employees through understanding their need for family caregiving. This episode features #ThoughtLeader and #Expert Tracey Lawrence (http://aha.pub/TraceyLawrence), the founder of Grand Family Planning LLC and the author of “Dementia Sucks.”

Tracey is committed to helping companies support and retain valued employees by focusing on the challenges of a growing epidemic: family caregiving.

To learn more about Tracey, go to http://aha.pub/TraceyLawrence. To get in touch with her, visit https://grandfamilyplanning.com.

Here are a couple of AHAmessages from this episode:

* The pain point of many companies is not understanding what it takes to hire and retain the best people. #FamilyCaregiving https://grandfamilyplanning.com @GrandFamilyPlan

* Companies can retain employees by understanding their need for #FamilyCaregiving. What are the needs of your employees? https://grandfamilyplanning.com @GrandFamilyPlan

* Addressing #FamilyCaregiving concerns at home can help free up the mental stress of employees. What methods do you use to alleviate stress? https://grandfamilyplanning.com @GrandFamilyPlan

* Many years of experience as a caregiver and authoring a book on #FamilyCaregiving can give one the credibility to help companies address the needs of their employees at home. Consider learning from one who can help you retain your employees! http://aha.pub/TraceyLawrence

* Companies can help their employees be mentally present at work by supporting their #FamilyCaregiving needs. How do you help your employees be mentally present at work? https://grandfamilyplanning.com @GrandFamilyPlan

To learn more about Thought Leadership and how it can help you be successful, subscribe to the channel: http://youtube.com/user/thoughtleaderlife.

Maximize sales opportunities and revenue through effective follow-up systems. This episode features #ThoughtLeader and #Expert Steve Rosenbaum (http://aha.pub/SteveRosenbaum), known as the “Original Follow-Up Specialist.” He helps prevent lost opportunities and maximizes revenue per customer for businesses serious about growing sales quickly.

Steve’s drive to help business owners and professionals led to the creation of his company, Bottom Line Marketing Automation, Inc. He trains students to put successful back-end marketing funnels in place for their businesses. Steve is passionate about helping businesses and professionals follow up flawlessly in order to maximize opportunities and increase their sales.

To learn more about Steve, go to http://aha.pub/SteveRosenbaum. To get in touch with him, visit https://steverosenbaum.com.

Here are a couple of AHAmessages from this episode:

* The pain point of businesses and professionals is not knowing how to #FollowUp flawlessly to maximize opportunities and increase their sales. https://steverosenbaum.com @SteveRosenbaum

* Many years of experience in sales and marketing can give one the credibility to help businesses and professionals increase sales by winning back lost customers or finding new leads. Consider working with one who can help you #FollowUp on sales! http://aha.pub/SteveRosenbaum

* Businesses and professionals can benefit from adopting a better system for tracking and measuring all stages of their sales pipeline. What system do you have for tracking your sales? #FollowUp https://steverosenbaum.com @SteveRosenbaum

* A #FollowUp specialist can help businesses and professionals create strategic follow-up systems to maximize their revenue per customer. Consider working with one who can help you maximize your sales! http://aha.pub/SteveRosenbaum

* A marketing automation strategy and action plan can help businesses and professionals maximize opportunities and increase their sales. What action plans do you have in place to increase your revenue? #FollowUp https://steverosenbaum.com @SteveRosenbaum

To learn more about Thought Leadership and how it can help you be successful, subscribe to the channel: http://youtube.com/user/thoughtleaderlife.

Strengthening relationships with employees in global settings is a topic near and dear to my heart, as I spent many years at PepsiCo working with our regional teams. For communicators, launching a global initiative can be an exciting career opportunity. Yet, despite advances in technology, significant gaps still exist that can hinder your success.

To help us better understand some of these challenges and get real-world solutions—we (well, Sharon, since I was with a client) hosted Ray Walsh, a communications consultant for multinational companies, on the latest episode of the EE Voice Podcast. Based in Prague, Ray has deep expertise in helping global organizations with communications and content. In addition, Ray’s experience living and working in Europe both in-house and as a consultant provides valuable insight and perspective for communicators looking to increase their global acumen in 2020.

In this podcast, Sharon and Ray discuss:

* Why global campaigns can stumble at a local level

* Shifting from global to local (and vice versa)

* How to empower your regional team

* And what to keep in mind for those global conference calls

Some of the links Sharon and Ray reference:

* Ray’s new book, Localizing Global Communications, can be pre-ordered on Amazon (Also, here’s a one-minute summary)

* John Yunker’s blog posts about the Globalization Report Card

* Some suggestions on hosting international conference calls

Tune in today. And: happy holidays from Sharon, Ed and me!

Attract new clients in real estate by leveraging social media and technology. This episode features #ThoughtLeader and #Expert Marki Lemons Ryhal (http://aha.pub/MarkiLemonsRyhal), a licensed managing broker, realtor, avid volunteer, major donor, and number-one international bestselling author of “The Modern Real Estate Professionals Guide to Success.”

Marki has earned several sales awards, the REALTOR Achievement Award, and the President’s Award from the Chicago Association of REALTORS. She has over 50 certifications, designations, and licenses in social media and real estate. She travels the country teaching social media courses for the National Association REALTORS®, REBAC, and ASI. Marki is passionate about teaching realtors how to leverage social media and technology to attract new clients.

To learn more about Marki, go to http://aha.pub/MarkiLemonsRyhal. To get in touch with her, visit https://markilemons.com.

Here are a couple of AHAmessages from this episode:

* The pain point of realtors is not knowing how to leverage social media and technology to attract new clients. #RealEstate https://markilemons.com @MarkiLemons

* Realtors can attract new clients by creating video content and leveraging social media platforms to solve their real estate problems. What platforms are you using to attract new clients? #RealEstate https://markilemons.com @MarkiLemons

* An expert in #RealEstate can teach realtors how to earn up to a 2,682% return on their marketing dollars by leveraging social media and technology. Consider learning from one who can help you increase your ROI! http://aha.pub/MarkiLemonsRyhal

* Technology and social media can be critical tools for connecting with new clients in the modern world. What tools can realtors use to attract clients in #RealEstate? https://markilemons.com @MarkiLemons

* Social media can give realtors the opportunity to educate, set themselves apart, and establish their own unique visual brand in the market. How can you establish your own #RealEstate brand? https://markilemons.com @MarkiLemons

To learn more about Thought Leadership and how it can help you be successful, subscribe to the channel: http://youtube.com/user/thoughtleaderlife.