Funnel Reboot

This is part of a pair of episodes about a social network devoted to business professionals, LinkedIn. To hear how to use thought-leading content on it, go to this show with Darryl Praill. In this episode, you'll hear AJ Wilcox, founder of a LinkedIn-only advertising agency, explain why you should advertise on LinkedIn. AJ was an early adopter of LinkedIn (you'll see what I mean by looking at his LinkedIn profile) and he goes in to deep description of many aspects of running paid campaigns on LinkedIn, including:

• Which part of the BANT model which LinkedIn's targeting provides.
• How objective-based campaigns work.
• The four main types of ads you can create.
• How to differentiate explicit, implicit and behavioural targeting methods the platform uses so you can choose the best one for your campaign audience.
• Why the cost-per-click of LinkedIn ads is higher than other platforms, and how it can still be economically justified.
• How the age and past performance of your campaigns is factored into what Linkedin charges you for a click.
• Some of the newer platform releases, like integration of Microsoft Bing search behaviour and new features coming to the platform.

People/products/concepts mentioned in this episode:

Bombora - Intent data for B2B marketing and sales

CPC vs CPM bidding

Rand Fishkin

AJ's LinkedIn Ads Show podcast

Connect directly with AJ

Episode Reboot:

Add the LinkedIn pixel to your site even if you aren't planning on a campaign. Get insights on what LinkedIn knows about your site visitors.

My guest is Michel Fortin of Shelly Solutions, whose strategies get to the heart this. He is a 30 year marketing veteran, who has done copywriting and marketing as a coach, under his own consultancy, and within an agency. He's active in industry associations spoken on stage at conferences, holds industry certifications and has written hundreds of published articles.

As you hear our conversation, you'll hear him refer to many sources: a half-dozen books that guided his thinking on sales & marketing, several tools, conceptual frameworks and companies he's worked with. Also listen to him tell, on a personal level, how as a young salesperson, an ADHD-related condition called Rejection Sensitive Dysphoria (RSD) led to him writing marketing content and becoming so good at it that he left sales to sell his copywriting services.

For complete Show Notes, go to: http://leadgeneering.com/episode-26-wrangling-performance-out-of-site-content-with-michel-fortin/

I'm speaking Andres Tovar, with a Southern-Ontario based marketer who has built chat-based campaigns for many organizations. Andres will talk about the two types of chat tools: ones that use someone's social log-in and ones that are native to a website. He takes us through selecting the steps in the customer journey when chat interactions make sense. Tips are given on how to brand a chatbot and how to script a bot's reactions so they flow nicely towards a human touch-point.

For complete Show Notes check out Episode 25 on the Funnel Reboot site.

In this episode I talk with Amanda Relyea-Voss (who also likes to be called Mandi), owner of a social media marketing agency that serves B2C and B2B companies. Listen for the ways Mandi has used social media to interact with prospects and how this has propelled them to buy from her customers. We talk about creating social posts from a single piece of content, what kind of text and images to use, applying hashtags and the KPI ratios you can use to measure your effectiveness.

For complete Show Notes, go to Episode 24 on the Funnel Reboot site.

Remember as a kid at the amusement park - you must be this tall to go on this ride? This closely parallels a key part of all complex sales - Qualification.

So when marketing gets a lead, capping off their piece of the process, sales is far from the end, it's actually the beginning of their work with the lead. The main question that sales has to answer is "Is this buyer capable of buying from us?" Are they tall enough to ride this ride?

The process of answering that question requires a rep to do offline research as well as having one or several conversations. In larger sales where multiple internal people are needed, the lead may not progress to involve anyone else, because the rep spoke with them and determined they aren't a sales-qualified lead. The process varies depending on the company, but in all cases, it takes a bit of human intuition. There's a whole art to it.

To get a salesperson's perspective on how to do this, I spoke with Martin MacArthur,who is passionate about getting on the phone and helping companies fill their pipelines with qualified leads that drive sales. Let's get into that discussion.

For complete Show Notes, go to Episode 23 on the Funnel Reboot site.

Today's episode is a simple solocast of me talking to you. I'm recording in an extraordinary time when stress is being put on healthcare, public institutions, whole industries and even entire economies. All the uncertainty out there is invading our digital marketing world. What's going to happen? Just thinking about current events can induce fears about budgets getting cut, teams getting shrunk and we feel an existential threat to our very career.

I talk about investments we can make around planning, doing, analyzing and improving processes. I share resources that have helped me during crises so the way I market fits with new outside realities. Hopefully it helps propel you to act in a way that you can look back on with pride when it's all over.

For complete Show Notes, go to Episode 22 on the Funnel Reboot site.

In this episode we talk about how to write persuasively for prospects. Our guest is Nik Paprocki, the founder of Websuitable, an ROI driven digital agency serving small businesses all across Canada. He feels this use of copywriting is just as effective in terms of generating leads, because it speaks to everyone, not just those who are in-market to buy from you now. He felt so strongly about how it works that he swung his whole agency around to this writing approach.

For complete Show Notes, go to episode 21 on the Funnel Reboot site.

Today we'll talk about the production of videos to use in your marketing, all the way from the planning stage to the appearance of the final product.

Listen as Casey takes us through the steps that his production company follows for making any video. You don't have to involve an outsourced firm to make your videos, but you can use the same principles at any scale so your final product ends up telling a story that will keep viewers engaged

For complete Show Notes, go to:

http://leadgeneering.com/episode-20-using-video-to-make-content-more-engaging/

In the fast pace of digital marketing, we sometimes brush up against legal issues. Today's guest is here to help marketers make sense of these situations. Megan Cornell is the founder of Momentum – a new kind of business law firm dedicated to providing law solutions in a way that works for clients. She explains data privacy, trademarks, spam, intellectual property and other legal issues we all face, giving plain-English explanations (a first for lawyers, as far as I know) of ways we marketers can stay on the right side of the law.

For complete Show Notes, go to:

http://leadgeneering.com/episode-19-legal-and-not-so-legal-aspects-of-digital-marketing/

In any given year, there are a lot of changes in paid media. The pace of change in 2019 was every bit as brisk as in previous years. For the third year in a row, we assembling a panel to look back at a shortlist of the changes that are the most significant. Then we weigh their impact on B2B companies and what can be done either to minimize downside or capitalize on the upside. Our Panel this time features PPC professionals Olga Gladycheva as well as Pierre Levasseur James Taylor and yours truly.

For complete Show Notes, go to the Funnel Reboot site.