Funnel Reboot

Our guest came out of university not knowing what field he was going to go into. But he managed to get an internship at ad agency Saatchi and Saatchi. From there he went to work on a variety of accounts, dream clients like Penguin Books, Budweiser and Sony PlayStation. He then settled into the online entertainment space working with goalpoker.com and jackpotparty.com. And in between that and some unpublished novel writing, he found his real groove, giving advice on what young marketers could learn from things he had done. So after a career that's done just about everything that you could do agency and client side in marketing he's now sharing his advice.

NB: I apologize for technical issues we had with the recording – hope you'll listen to what Harry has to say

• Ads by Car manufacturer Skoda
• Two types of campaigns, parallel to film-making's Above the Line / Below the Line functions
• Harry's LinkedIn Profile
• The book's website

You're going to get rejected. A lot. That's just a given, and if you're on A Grade student who's sailed through school, university, and sporting success with the gilded sheen of a winner, this is going to sting a little.

Get used to it.

This isn't a game of round pegs for round holes. Every hole has more edges than a jigsaw and there are always shit loads of more qualified people trying desperately to mould themselves to fit in. The bravery you need to defeat this early rejection will just be a leather jerkin when compared to the metaphorical suit of armour you'll need later on, when whole campaigns or businesses you've poured your soul into are rejected without so much as a thank you email.

Please visit https://funnelreboot.com/episode-106-brands-bandwagons-bullshit-with-harry-lang/ for more information!

The best plan is not the most correct plan. It's not the one that requires barricading your door, working day and night for a week to write out. It's the one you stick to.

This logic can apply to diets, preparing a speech, training for competition, or keeping a New year's resolution. It can also be applied to one thing that is rarely fully implemented - a marketing plan. A great hack to overcome false-starts is to follow a program that's short enough, you see results in as little as 30 days. And that's the tactic used in today's book.

Written in 2019, "Action Tracking" is aimed at formulating a digital marketing strategy. Its author, Katrina German, came by her expertise here in a circuitous way. She's worked in different media, from books, to television to running a technology company. The common element was that they all centred around communicating stories, and reaching and marketing to the audiences hearing them. She's been helping companies for the last 6 years. Tying digital actions by sales and marketing to a coherent plan that's aligned with their strategy.

But this talk isn't just about scaffolding and building your online strategy. We talk about the drawbacks of current social channels. The issue of social media's impact on mental welfare was brought to the fore by the 2020 movie "The Social Dilemma." The platforms knew about their negative impact on audiences before we as marketers did, but now that we are aware, we can't ignore our impact. When we use sensational headlines so our messages spread further, it ups the ante for all posts to please the algorithm. This degrades everyone's experience and subjects our followers to mentally-corrosive content. This isn't the kind of Internet Katrina wanted to see, and so she did something about it. Her most recent reincarnation is as founder of Ethical Digital, a Canadian agency that respects the voices of women and Indigenous and other minority communities. Their belief is that more inclusion in the ranks of marketing practitioners will improve the digital experience for everyone. I can't argue with her here and I hope you stick around to hear this upbeat tone at the end of our talk.

For more details, such as the people, products and concepts mentioned, go to Episode 105's page on the Funnel Reboot site.

Back in the early 2000s Our guest was in the U.S. Coast Guard Reserve. That occupation was rocked by the events of 9/11, bringing him into active duty service for four years, and eventually serving for a total of 20 years.

After doing a master's in marketing from Southern Illinois University, he felt he should put these skills to work for academic institutions, he went to work at University College at Washington University in St. Louis, where he is now the Marketing Director.

Through this journey, he saw a transition happening with how digital content works. Since the early days of the internet, content marketing has been the battle cry of countless marketing experts promising free attention forever in return for creating quality content. However, the majority of the work of matching content with consumers is done by algorithms on the dominant search, social, and e-commerce platforms. This once in a century paradigm shift requires new strategies for marketers.

I bet you don't just want to survive this data revolution but you probably want to move past this old regime.

Our guest chronicled how to make this change in his recent book, The Death of Content as King

You'll want to hear what Jon Hinderliter has to say about his 2020 book.

• Jon's concept of a 'data democracy' like the early days of the Internet
• Jon's LinkedIn Profile and Twitter Profile
• The book's website

For more details, please visit https://funnelreboot.com/episode-105-death-of-content-as-king-with-jon-hinderliter/

If you've listened to this show, you know that I believe we can base all the marketing decisions we make on data.

Janet Driscoll-Miller brings over twenty years of search engine marketing experience to Marketing Mojo and is considered a leading expert in her field. Janet has spoken at search engine and marketing conferences including Digital Summit, SMX Advanced, MarketingProfs B2B and Pubcon. Janet is also a frequent guest lecturer at colleges and universities including the University of Virginia and James Madison University.

In 2020, she co-authored Data-First Marketing with Julia Lim

For the special Page on Marketing Mojo created for Funnel Reboot listeners and other on the people, products and concepts mentioned, go to Episode 103's page on the Funnel Reboot site.

How would you feel if you picked up a book about work, and in the first few pages it tells you that one of the core principles your whole profession holds is flat-out wrong. In most cases, that would be grounds for slamming the book down and never going back to it. But when the book comes from the bestselling author of 10 books, you might read on and hear him out.

That's what I did with a 2021 book written by John Jantsch who is also a keynote marketing speaker.

He is a husband and father of four grown children and is a native Missourian. As he consulted for small businesses, he became known for approaching marketing pragmatically, something that many midwesterners are known for. Though it originated as the name of his 2006 book, Duct Tape Marketing has come to embody his blog, his podcast and his whole philosophy. It just shows how well good brand names…stick.

You'll hear John tell what most of us haven't grasped as the goal of marketing, and the steps his book uses to help us get full value out of our marketing. I guarantee that you will get value from listening to him, whether you are a business owner who wears the marketing hat part-time or you are a veteran career marketer.

For more details on the people, products and concepts mentioned, go to Episode 100's page on the Funnel Reboot site.

Disclaimer: When I bring technology vendors on the show, you should know that they are not sponsors or affiliates. They're simply here to give you a broader perspective.

If you have been to the eye doctor for near or far sightedness, the equipment that's likely been used to assess you is a phoropter. The part that's put in front of your eyes looks somewhat like a pair of glasses, but it branches out from that with an imposing array of lenses, dials and machinery. You are shown an eye chart and the doctor flicks through alternate lenses, asking you to say whether the image is clearer with lens 1 or lens 2. When tests on the phoropter & other equipment is done, you end up with lens prescriptions that are right for you.

This process isn't unlike what's behind marketing's use of attribution models. They serve to show what impact advertising channels have on a company's revenue, with pre-set models, each one weighing the impact of digital touchpoints differently. By attributing revenue back to the channels and campaigns that helped acquire it, you get a clearer view of what you are getting for your marketing dollar.

Of course, marketers don't use phoropters, but doing attribution analysis does take specific tools, and that's what this episode takes us through.

My guest is Steffen Hedenbrandt, who's growth-oriented, data-driven and loves all parts of scaling a business. He worked at places like Upwork and Airtame before cofounding DreamData, where he serves as the Chief Marketing Officer.He has a bachelor's degree from Aalborg University and a Masters from Copenhagen Business School.

For more details and links to all People/Products/Concepts mentioned, go to the show's page (search for Ep 99) on the Funnel Reboot site.

Change is the constant in today's Marketing. The firms that adapt to that reality will survive. Those marketing employers that hold to conventional practices like daily office commutes and spliffs like Starbucks gift cards won't survive this environment for long.

My guest Amanda Farley knows this very well. She is a marketer, performance strategist, and business success leader. She is VP of Growth at Aimclear, a marketing agency dominant in customer acquisition and winner of 17 US Search Awards including 5X most recent Best Integrated Agency. Aimclear's differentiator is the balance of holistic brand-builds, PR, data, and integrated performance marketing.

Amanda's experience includes a dozen years *A rising star on the American conference circuit, Amanda has electrified numerous search and social marketing conferences including SMX (Advanced, West, Report, etc.), HeroConf, PRSA Detroit, FoundCon, and TogetherDigital. She published critically respected thought leadership articles in first tier industry publications including SearchEngineLand and MarketingLand. Amanda judges the annual Global Content Awards and UK App Awards. She has also been a finalist for Landy's Search Female Marketer of the Year.

For more details and links to all People/Products/Concepts mentioned, go to the show's page (search for Ep 98) on the Funnel Reboot site.

No corporate function in B2B was impacted by the events of 2020 as much as sales. Salesforces had to reengineer themselves just to survive. We in marketing had better understand how these new sales dynamics are affecting us. My guest will help us do just that.

Rick Endrulat's passion for revenue generation began at Watcom, a spinoff from the University of Waterloo. He was there as it grew and was acquired by the sixth-largest software company in the world. He then co-founded Virtual Causeway, a consultancy that helps enterprises scale up their demand generation.

Rick is a Quantum Shift Fellow with the Richard Ivey School of Business at the University of Western Ontario. A past recipient of Waterloo Region's "40 Under 40," Rick has also received Wilfrid Laurier's MBA Alumni Award in 2008 and 2013, and Communitech's Tech Impact Award for outstanding leadership and involvement in the local technology community. He is a member of Laurier's President's Council of Advisors, and a two-time winner of the Laziridis School of Business — Entrepreneurship & Innovation award. He has an Honours Degree in Arts and a Masters of Business Administration from Wilfrid Laurier University.

Not one to stand still, Rick co-founded School of Rock Kitchener-Waterloo, which rapidly grew to become the largest music school in the community. He is also Co-Founder and Director of 100 Guitars for 100 kids, as well as a Founding Board Member for Sustainable Waterloo Region.

For more details and links to all People/Products/Concepts mentioned, go to the show's page (search for Ep 97) on the Funnel Reboot site.

Is the Marketing Services Model Broken?

My guest is calling BS on the state of agency-brand relations. Considering her qualifications in this space, it's worth hearing her out. Leona Hobbs joined global public relations agency Fleishman-Hillard right out of school. She worked on strategy across several sectors and rose to become a vice president there.

The 1990s and early 2000s had her working with internet clients like Yahoo and Tucows as director of communications. She also consulted, sometimes under her own Reset Digital brand, to Ford Motor Company, 3M, Thomson Reuters, Insurance Institute of Canada, Norwegian Cruise Lines, Upstate Niagara Dairy Cooperative, RBC Royal Bank, Sleep Number, and an extended role with Intel. She lives in Toronto with her husband John and Kip, the beloved rescue dog.

For more details and links to all People/Products/Concepts mentioned, go to the show's page (search for Ep 96) on the Funnel Reboot site.

Big Data has a problem. It's not just its bigness; it's the rigidity of the databases that hold and that force us to make data copies. Resulting problems, from privacy to fidelity loss, are so severe, we should revisit the first principles of how databases are built. Let's be honest, if we could build our whole data infrastructure over again, would we do it differently?

Today's guest says we would have built data like a network. Thankfully, next-generation technology will allow us to store data in this new way while still making use of old-style databases.

My guest is Chris McLellan. He splits his time between the nonprofit Data Collaboration Alliance, and Cinchy, the leader in enterprise data fabric technology. Coming out of Bishops University with a degree in Political Science, his career has included stints at VarageSale, and Lyft, as well as startups like Flexday and ChangeJar. He also created the go-to-market strategy for Hailo, the taxi network of 35,000 licensed drivers.

For more details and links to all People/Products/Concepts mentioned, go to the show's page (search for Ep 95) on the Funnel Reboot site.