Inbound Success Podcast

What does inbound marketing have to do with large public sector projects?

While it’s not the typical use case we think of when someone says the phrase “inbound marketing”, the same concepts that were developed to attract, convert and close B2B customers can be used to communicate with stakeholders and secure buy-in for complex public projects.

Jeff Risley and the team at Saxum call this “social permitting” and it involves four steps:

• Awareness

• Appeal

• Activation

• Advocacy

In this episode, Jeff describes what social permitting is, how it’s used, and the specific steps that Saxum goes through to help its clients with it as they work to build support for public sector projects.

Get the details on all of this, and more, in this week’s episode.

In my experience, there are few marketing topics that inspire strong opinions as press releases do. It seems most companies treat them as a given when they make a new hire, release a new product, etc. But ask any marketer whether the bang is really worth the buck and you’re bound to get an earful on why press releases don’t work.

At the same time, there are plenty of examples of companies that have seen great success from press releases. How do they do it? And when should you invest in sending a press release?

On this week’s episode, eReleases founder Mickie Kennedy shares straight talk on when marketers should - and should not - invest in sending out press releases. He also dives into best practices around how to write a high impact release that will actually get you noticed by the press.

Get the details on all of this, and more, in this week’s episode.

Resources from this episode:

• Connect with Mickie on LinkedIn

• Check out the eReleases website

• Take Mickie’s free master class on How to Build a PR Campaign Designed to Get Massive Media Coverage

Essential worker recruiting platform Talroo has been posting impressive growth, much of it fueled by a marketing strategy that revolves around telling customer stories. This year, the company is doubling down on the strategy and has a goal of producing dozens of new customer stories.

On this week’s episode, Talroo VP of Marketing Martha Aviles shares the details of how her team creates and promotes customer stories, and the impact they’ve had on the business.

Get the details on all of this, and more, in this week’s episode.

“Let’s make a viral video.”

Every marketer has heard those words at one point or another in their career.

But making viral videos isn’t easy - otherwise everyone would do it.

In this week’s episode, business and marketing consultant Estie Starr breaks down the science of virality to uncover the exact ingredients necessary to make something go viral.

But she also explains why making something go viral isn’t always the best strategy, and shares when you should - and should not - shoot for virality.

Get the details on all of this, and more, in this week’s episode.

Stacy Willis is one of the smartest marketers out there. I should know. I’ve worked with her for several years, across four companies. One of the things she’s really good at is content - both strategy and execution. And the content strategies she executes lead to real, measurable revenue.

Stacy has found that while many marketers understand content strategy in theory, what trips most of them up is the execution. In this episode, she dives deeply into the lessons she’s learned about executing content strategies. She covers everything from how to work with subject matter experts to get the background you need to produce great content, to how content is best organized on your website and how you can measure the impact your content is having on pipeline and revenue.

Get the details on all of this, and more, in this week’s episode.

High growth companies turn to Pearmill to optimize their paid ads spend. With hundreds of millions of dollars of ad spend under management, the company has built up a considerable amount of data about what’s working on platforms like Google, Facebook, Instagram and TikTok.

On this week’s episode of The Inbound Success Podcast, Pearmill founder Nima Gardideh explains what goes into the company’s experimentation framework, and how they’ve used that framework to drive better results for their clients. In addition, he shares some of their learnings around the ad strategies and formats that are working right now on many of the major paid ad channels.

Get the details on all of this, and more, in this week’s episode.

Lot’s of marketers talk about creativity, but most seem to think it’s a dark art.

Stratabeat CEO Tom Shapiro sees creativity as more of a science than an art, and in this week’s episode of The Inbound Success Podcast, he explains the process that he’s used to spark creativity and develop powerful marketing campaigns.

Tom’s approach includes the use of specific frameworks - including “the opposite” and “cross pollination” - to get people thinking differently. These are approaches that anyone can employ to inspire ideation.

Get the details on all of this, and more, in this week’s episode.

Gated launched its “noise cancelling headphones for email” product in March of 2022 and has been growing its user base at 30 to 40 percent month over month.

In this episode, Gated Co-Founder and head of marketing Melissa Moody describes how the company’s “influence marketing” strategy is fueling that growth. Specifically, she details how Gated is growing a network of advisors and advocates to help spread the word about Gated’s product.

Blogging is a mainstay of any content marketing strategy, but with so much content out there - much of it of a very poor quality - what does a world class blog look like in 2022?

CopySmiths content coach Sam Boyd works with clients to create blogs that drive search engine rankings, traffic and revenue. In this episode, he shares the best practices that the world’s top bloggers and content marketers use to get extraordinary results.

From planning your blogging strategy, to writing approaches, to the structural elements (think headings, images, etc.) that make up a great blog, he covers everything marketers need to know to create an outstanding blog.

Get the details on all of this, and more, in this week’s episode.

How did one company increase conversation rates by 100% in just 4 weeks?

Experiment Zone founder AJ Davis was the head researcher at Google Optimize, where she had the opportunity to work closely with the team working on conversion rate optimization. It was this experience that led her to create Experiment Zone, where she and her team marry those two disciplines — user research and CRO — to deliver major ROI to their clients.

In this episode, she shares the process they use and breaks down the detailed steps that anyone can follow to get better marketing results, from conducting usability studies (including the the audience size you need, how to structure questions and find audiences, and what tools to use) to how to analyze the results, conduct experiments, and identify opportunities for using optimization to improve conversion rates.

Get the details on all of this, and more, in this week’s episode.