Funnel Reboot

A simple marketing model goes something like this: We have a product that solves a problem; a buyer who has that problem finds us, decides it's a fit and a sale happens. Right? Sounds great! But it puts some big expectations on a buyer:

• that they can feel their unmet need, their problem
• That there's a well-known product category for out there and that they can find the vendors
• That they can predict the success they'd get from buying our product

It's a stretch to imagine a buyer could independently do all these. That's what content marketing is meant for, to educate the prospects, informing them of the solution's value and elevating us, the content's author, in the process. Relax marketers everywhere, Content is the answer to your prayers. Content is all you need. What's that you say? You don't have enough Content? Or You don't know how to deploy it externally to its maximum effect?

Well, our guest has good news for you, he feels content can be found internally in our companies. And, for those who sell technology products, he's also full of ideas on how content draw in prospects, getting them to use and come onside with our products.

My guest is Paul Schneider, came to using content for marketing by using content for a different purpose: training & education. Content has posed the same challenges in their field as ours, as they tried to modernize training content, letting people take it in at their own pace, no matter how distant they were from a classroom.

He got into this field by studying in education and psychology, which led him to the University of Illinois, Urbana-Champaign for a PhD. Illinois is practically the American epicenter of large-scale computing, which onto the internet through tools like Telnet, Eudora, the Mosaic browser. Companies built by U of Illinois alumnus include Netscape, Siebel Systems, PayPal and YouTube.

Being at this school while all this was going on, he witnessed efforts to take learning onto the internet, built on top of browsers. He got in on the ground-floor and a decade and a half later is SVP of business development at a company that makes eLearning authoring software Dominknow.

Paul spoke to me from Colorado; he shares how his company, Dominknow Learning Systems use content to market their SaaS-based software.

• Instructional Designer
• IDIODC podcast
• Adobe Authorware
• Toolbook eLearning software
• Subject Matter Expert (SMEs)
• xAPI protocol to evaluate eLearning experiences
• LMS
• LCMS

For complete Show Notes, go to: https://funnelreboot.com/episode-38-a-cooperative-approach-to-content-with-paul-schneider/

Are colleges and universities keeping up with the changes in marketing? To answer this question, Prof Scott Cowley of Western Michigan University surveyed 529 US University marketing programs. Here are the results: out of all higher education institutions that teach marketing, 27% do not offer a single digital marketing course. Of those that do have digital in their curriculum, half of them offer only one digital marketing course. It seems even when schools have a digital component that they're uncommitted to it. Students at 9 out of 10 of these schools can graduate with a degree without taking a digital marketing course.

Prof Cowley pointed out the mismatch between schools and the outside world. "Traditional marketers are struggling to upskill, marketing graduates have studied a syllabus that doesn't include digital techniques, and digital professionals have inconsistent abilities due to a lack of standardized skills training"

But there's a growing number of Profs that are bringing Off-Campus experts and their ideas into the classroom to help the next generation of marketers meet today's needs. One of them is our guest, Jonathan Simon, who, since becoming a professor at U of Ottawa's Telfer School of Business, has influenced how their marketing programs are taught. He not only uses his educational background (which includes a BA and an MBA) to teach but he also draws from time in the private sector where he worked with media companies and in the mobile technology space.

• NYU's Scott Galloway
• PageCloud
• Telfer's Digital Marketing Certificate

For complete Show Notes, go to: https://funnelreboot.com/episode-35-adapting-how-marketing-is-taught-in-higher-ed-with-jonathan-simon/

This is part of a series on how to structure a growth team, in particular the marketing resources that generate sales leads. Every resourcing model along the in-house to outsourced spectrum was covered in the four-part series, with each guest giving their take from their respective position as an internal or external resource. Their views are here in these episodes as well as in a webinar hosted by the agency behind this podcast, Marketing What's New. To hear the full panel's answers on which in-house or outsourced model is right for your company, go watch the recording on the Marketing What's New site - it's ungated.

This episode talks with Ryan Paul Gibson, the head of RPG Marketing in Ottawa, Canada. He's also a producer of short films and documentaries, and previously worked as a reporter for CBC Ottawa.

Ryan's key points:

• How much a fractional marketer can be accountable for meeting objectives and target numbers, as long as they are involved in setting the inputs behind the programs that make those outcomes happen.
• How technologies like SaaS tools have evolved the marketing function to being more receptive to outsourced marketers.
• The fact that connecting/disconnecting with a consultant is relatively easy, compared to in-house staff
• The analogy he uses to capture both parties, likening your company to a large ship and h's the little tugboat that ensure the large ship stays on the right trajectory.
• The stages of growth when it makes sense for a company to bring on fractional resources. Also how the CMO-level consultant can draw up the playbook, execute on some of it AND train junior staff to continue executing on it after they're done.

For complete Show Notes, go to: http://leadgeneering.com/episode-35-a-fractional-cmos-perspective-with-ryan-paul-gibson-talent-tradeoffs/

This is part of a series on how to structure a growth team, in particular the marketing resources that generate sales leads. Every resourcing model along the in-house to outsourced spectrum was covered in the four-part series, with each guest giving their take from their respective position as an internal or external resource. Their views are here in these episodes as well as in a webinar hosted by the agency behind this podcast, Marketing What's New. To hear the full panel's answers on which in-house or outsourced model is right for your company, go watch the recording on the Marketing What's New site - it's ungated.

She has a self-proclaimed passion for livestock management (animal husbandry) especially cows. This led her to get a (Ph.D.) in Education from Cornell University and a career as a Government researcher. She took a hard turn in a different direction when she bought her first home - a condo and joined the condo board. Being a volunteer board director is a tough job, so she built a software solution that would make it easier. This caused her to found a company in 2014 that serves boards. Boardspace is a sub-10 employee company that makes SaaS software to help boards manage their work.

For complete Show Notes, go to: http://leadgeneering.com/episode-34-a-founders-foray-into-marketing-with-pat-crosscombe-talent-tradeoffs/

This is part of a series on how to structure a growth team, in particular the marketing resources that generate sales leads. Every resourcing model along the in-house to outsourced spectrum was covered in the four-part series, with each guest giving their take from their respective position as an internal or external resource. Their views are here in these episodes as well as in a webinar hosted by the agency behind this podcast, Marketing What's New. To hear the full panel's answers on which in-house or outsourced model is right for your company, go watch the recording on the Marketing What's New site - it's ungated.

This episode's perspective is with Nathan Pabich, a director with Chicago-based SEO and PPC marketing. agency Digital Third Coast

This episode covers:

• How the outsourced staff who work at an agency are specialists, as opposed to marketing generalists that work in-house. Also hear the economic advantage of paying for agency specialists on an as-needed basis
• The talent-hiring challenge that are faced by agencies and employers on the brand-side, and how the type of client projects an agency brings on helps them retain their staff.
• The kind of leaders within a client's organization that agencies hope to work with and how an honest dialogue about what is or isn't working makes for a great agency-client relationship.
• Limits on how much an agency can learn about your industry environment and mirror your culture
• How far agencies are willing to go with being tied to your revenue-related metrics

For complete Show Notes, go to: http://leadgeneering.com/episode-33-an-agency-leads-perspective-with-nathan-pabich-talent-tradeoffs

This is part of a series on how to structure a growth team, in particular the marketing resources that generate sales leads. Every resourcing model along the in-house to outsourced spectrum was covered in the four-part series, with each guest giving their take from their respective position as an internal or external resource. Their views are here in these episodes as well as in a webinar hosted by the agency behind this podcast, Marketing What's New. To hear the full panel's answers on which in-house or outsourced model is right for your company, go watch the recording on the Marketing What's New site - it's ungated.

Jamie Walker has been a B2B digital marketer for the past years. She is currently the marketing manager at APX Data whose technology gives first responders crucial information about the buildings they enter when responding to a call.

For complete Show Notes, go to: http://leadgeneering.com/episode-32-a-client-side-marketers-perspective-with-jamie-walker-talent-tradeoffs/

We've all been pitched by MLMs in consumer categories like weight-loss and cosmetics. You should know there are similar operators in the corporate marketing world, scamming even experienced business leaders.

Someone who's seen this up close is agency owner Mike Pacitto. He's angered by not only the real monetary damage scams cause; these bad actors also sour companies trusting the work of legitimate marketing agencies like his and mine.

In this episode, Mike raises issues like:

• How the internet amplifies the moral hazards of scamming people, because the vendor can set up a website for a negligible cost and disconnect themselves from it in an instant.
• What are the vendor's responsibilities in screening the buyers with whom the odds of success will be highest
• How Marketing scammers and gambling institutions sell a money-losing activity but that gambling advertisements come clean about this, while scammers claim that they can make people money.
• How not to become a victim.

For complete Show Notes, go to: http://leadgeneering.com/episode-31-dissecting-marketing-scams-with-micheal-pacitto

Every part of marketing today runs thanks to technology, but few of us understand what actually goes on under the hood. This episode's guest talks to us about what we really need to understand about our technology stack, and how we can use more automation in our marketing.

Our guest is Steve Foster, the founder of 628 Media, which helps businesses clarify their message and implement the tools and strategies they need to drive revenue and build their brand.

Steve was inquisitive at a young age, watching his father, a mining-company electrician, troubleshoot problems. Though he went through university for Mechanical Engineering, what really captivated him was human psychology. This carried through to choosing sales positions after school and, in 2013, starting a company devoted to helping other businesses sell and market themselves.

For complete Show Notes, go to: http://leadgeneering.com/episode-30-a-nontechnical-look-at-your-tech-stack-with-steve-foster/

This talk with Anastasia Valentine is about scale, something that's clearly baked into everything she does. Anastasia heads up Marketing at Rhonda.ai which is owned by IMI, but she has also been a CMO at startups and mid-sized companies, a seasoned speaker, and a strong proponent of developing future leaders. For complete Show Notes, go to: http://leadgeneering.com/episode-29-whats-needed-to-scale-up-marketing-with-anastasia-valentine

This episode I talk with Darryl Praill who has used LinkedIn as a platform for promoting branded content. In his three years with VanillaSoft, maker of SaaS-based sales software, he has brought them visibility in the form of a podcast, virtual events, and conference keynotes. This exposure and the resulting growth in pipeline revenue has resulted in Darryl being promoted to Chief Revenue Officer for the company. For complete Show Notes, go to: http://leadgeneering.com/episode-28-thought-leading-content-on-linkedin-with-darryl-praill