Intended Consequences

In this episode of Intended Consequences, we're digging into agency management - how to leverage the relationship and how to think about the relationship.

You'll hear from Garrett Mehrguth (@gmehrguth), CEO of Directive Consulting, on why regardless of the research done, the pitch meeting is a tough time for the agency.

That initial agency pitch meeting brings out bias. It becomes about pleasing the client - not the client's customers. This is how failed campaigns get launched. This is how agencies get canned.

Garrett tells us how to solve these problems on this week's episode.

Resources and links discussed:

• Follow Brian on Twitter @bmassey
• Follow Garrett on Twitter @gmehrguth
• Learn more about Directive Consulting
• Learn more about Conversion Sciences

Are visitors engaged enough to get through the pages of content on your website?

On today's Intended Consequences, Hotjar's Andrew Michael is breaking down a tool that's focused on helping you understand your users.

You'll also hear how to understand which tools are truly valuable, and which are just giving you "interesting" insights.

If you're striving to learn how tools actually empower marketers to serve their online prospects better, listen in.

Resources and links discussed:

• Follow Brian on Twitter @bmassey
• Follow Andrew on Twitter @andrewmichaelsa
• Learn more about Hotjar
• Learn more about Conversion Sciences

On this episode of Intended Consequences, we're talking with Lindsay Tjepkema, Director of Marketing for the Americas at Emarsys.

Lindsay is a marketer who markets to marketers. Find out how she walks the line between creativity and efficiency, crayons and spreadsheets, design and databases - and how she uses marketing stacks to create stacks of cash.

Listen in as we dig into the question of "why is it that marketers seem to struggle to get to that next to the next level of success?"

Resources and links discussed:

• Follow Brian on Twitter @bmassey
• Follow Lindsay on Twitter @blueprintmkt
• Learn more about Emarsys
• Learn more about Conversion Sciences

Key Takeaways:

1. Moore's Law. Back in 1965, Gordon Moore predicted that we'd be able to fit twice as many transistors on a microchip every year. We are experiencing a golden age of tools - the tools are getting better, less expensive and getting easier to use.
2. The future of marketing AI. Is it all about personalization? Are the metrics you're optimizing for clear? And if not, can AI even work for you? Or how do we take all this data and make it matter?
3. Contextualization. We are taking this idea of personalization and introducing you to a new term - contextualization. Everything you do as a marketer should flow from optimization. By understanding the metric first, then you can ideate and create based on the context that's being emerged from the data.

Resources and links discussed:

• Follow Brian on Twitter - @bmassey
• Follow Olcan on Twitter - @Olcan
• Learn more about Scaled Inference
• Learn more about Conversion Sciences

Key Takeaways:

1. The Human Biases Holding You Back. Learn more about human biases, how they work together, and why it impacts your role as a marketer.
2. Gain Executive Buy-In. How do you know what made your customer buy to begin with? Who is your buyer? And when you get the answers to these questions - how do you get buy-in from leaders in the organization to make the pivots needed based on the data?
3. Understanding What Drives. It's important to know which calls to action tend to drive the most clicks, and which pages (Instagram, Facebook, Twitter, etc.) are getting the most ad traffic.

Resources and Links Discussed:

• Follow Brian on Twitter - @bmassey
• Follow Valentin on Twitter - @ValentinRadu
• Learn more about Omniconvert
• Learn more about Conversion Sciences

Key Takeaways:

1. Thank you page survey: Find out why this should be a part of every website that processes sales, subscriptions or registrations of any kind.
2. What almost kept you from buying today?: In this episode, learn what's more effective than Net Promoter scores or pre-sale feedback queries.
3. "Liking" In Action: Learn from Curtis when the best time to ask someone to do something is.
4. Data Tools: Find out which tools to use that allow you to be more creative, all while gathering data to be effective.

Resources and Links Discussed:

• Follow Curtis on Twitter - @curtis_morris
• Follow Brian on Twitter - @bmassey
• Learn more about the tools mentioned - Qualaroo, Zapier, Salesforce, IBM Watson, HotJar, and SessionCam.
• Learn more about Conversion Sciences

Key Takeaways:

1. Exit Intent: Gain insights from Evan on exit intent in this week's show.
2. What Happens When a Site Bug Goes Unchecked: You'll hear stories on the impact a site bug can have on your website - and we're talking a $1.2 million impact.
3. Tips on Conversation with Executives: Gain knowledge and tips from Evan on how to have conversations with your marketing executives, such as sharing clear examples and reports that show how certain initiatives speak for themselves.

Resources and Links Discussed:

• Follow Mouseflow on Twitter - @mouseflowde
• Follow Brian on Twitter - @bmassey
• Learn more about Mouseflow - www.mouseflow.com

Intended Consequences is for the above average marketer. Through conversations guided by Brian Massey (@bmassey), we encourage and empower experimentation. In an age of abundant data and finite resources, this podcast gives you a rare blend of technical insights and marketing vision to help you, the marketer creates campaigns that truly convert. You'll learn from the people behind the marketing tech, the consumer, the buyer, and the company behind it, hear what's worked for them, how it could work for you, and how to execute on ideas using both creative and data.