Show Notes When you're brainstorming and determining personas for your marketing strategy, how detailed do you need to be? In this episode, Elizabeth and Steve discuss the risks and benefits of adding Diversity to your Personas. Congrats and welcome back to co-host Elizabeth and her new baby girl! Should personas be diverse? Standard line until [...]

Show Notes Attribution Modeling, or the ability to connect a sale with a specific marketing effort, is a hot topic. But the model is flawed. In this podcast episode, Elizabeth and Steve introduce Contribution Modeling, a well-rounded way to measure the ROI of our marketing tactics. What is Attribution Modeling (3:31 – 5:09) A measurement [...]

Show Notes Persona-centric marketing helps organizations realize higher conversion rates and customer retention, but making the shift from product and service marketing to personas is not always easy. In this podcast, we explain what persona-centric marketing is, and how you can overcome the 6 common challenges faced by organizations who try to adopt persona-centric practices. [...]

Show Notes Today's episode is all about discovering the impact of brand on your organization's bottom line. While many companies want to focus their investment on Do-state marketing, it's actually less expensive to invest in brand and build affinity earlier in the customer journey. What Do We Mean By Brand? (3:45 – 5:34) Brand: the [...]

Show Notes A-B testing is the core of experimentation. With the right execution, it not only provides uplift in click-through rate and conversions, but also serves as an audience insight generator. This podcast explores how six things -- sample size, random sample, controls, duration, statistical confidence and testing for insight -- can make an A-B [...]

Show Notes There are four components of effective marketing measurement. This week's podcast explores how measuring investment, outcomes, attribution and time can help us determine ROI, so we can finally have an answer to our client's biggest question: "is my marketing working?" Four Components of Effective Measurement (02:40 – 4:49) Investment – the hard and [...]

Show Notes Changes in consumer behavior have impacted both sales and marketing in positive and negative ways. This podcast explores how sales and marketing must adapt to meet the demands of this new consumer behavior -- and gain a new appreciation for each department's role in the organization. Consumer Behavior Impacts Sales & Marketing (2:51 [...]

Show Notes Does everybody hate advertising? A Marketing Land article says yes, but a recent study by HubSpot says 68% of consumers are actually OK with it if the message is relevant to them. So why the dissonance? In this episode, we explore why consumers are paying to opt-out of advertising with new technology, and [...]

Show Notes This is the final episode in our Deep Dive podcast series, which explored the 5 customer journey states. Previous episodes examined See, Think and Do.This episode is all about the importance of personalized content for the end phase of the buying journey: Grow and Give. We will discuss the goals, appropriate content, targeting [...]

Show Notes Last week we talked about the proper set-up and tools for effective experiments. Since analytics are vitally important to successful experimentation (and essential to Iterative Marketing); therefore, this episode is dedicated to getting the most from Google Analytics. In this episode, we discuss how to obtain clean data, track conversions that will meet [...]