Ep 28: Making Email Marketing Personal | Ryan Hofmann

In Episode 28, Ryan Hofmann, Listrak's Vice President of Strategic Market Solutions, shares his expertise on email marketing and personalization trends.    Ryan kicks starts off by explaining what Listrak is all about and what makes it unique in comparison with other platforms. He describes email as the major backbone of digital marketing and explains how utilizing it correctly can set your brand apart and bring in profits. Tyler and Ryan also dive into the topic of SMS and email messaging and the growth it has made since first appearing on the marketing scene back in 2003. Ryan also gives great insight on the difference between segmentation and personalization.    Ryan dishes on how Listrak will begin to implement AI into their platform and how AI is not something to move away from, but actually move towards. Ryan also reveals new features that are available for customers in 2018 and how it will benefit marketers. Further on in the episode, Ryan and Tyler discuss how building your customer list can be cumbersome, but Ryan gives great advice on how to build your list from scratch- the right way. Ryan finishes the episode with some great advice on testing, simply stating that “Testing is Investing.” Taking time to test properly will lead to better results over time, allowing marketing leaders to invest in what works.    Join Tyler and Michelle in this episode on email marketing, how to build your email list from scratch, and how Listrak will be implementing AI.    Timestamps   00:00 – Intro 01:00 – What’s In the News | Facebook and Streaming    06:40 – Featured Guests Intro | Ryan Hofmann  07:25 – Listrak 09:00 – What Makes Listrak Unique  11:18 – Email: The Backbone of Digital Marketing 14:50 – SMS and Email Messaging 18:39 – Segmentation and Personalization  24:23 – Mistakes from Email Marketers  29:12 – AI and Listrak  37:05 – New Features for Customers  42:52 – Building Your List from Scratch 46:45 – Rules of Engagement  52:19 – Key Take Away 56:10 – Outro   Featured Guest | Ryan Hofmann     IRCE - CHICAGO: https://www.irce.com    10% off conference passes (Exhibit Hall Only passes excluded) and will be valid starting on 1/1/2018.  Code: LIONS18 Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

In Episode 27, Nick James, a business mentor and creator of Expert Empires, shares his journey of how Expert Empires began and the unique conferences that it brings to the UK each year. Nick has hosted the likes of Grant Cardone and Ryan Deis from Digital Marketer, but he earned his way to the top through hard work and hustle. Nick takes us through the challenges and successes he’s endured.    Nick starts us off on explaining where the idea came from to start Expert Empires. He tells us that from a young age he was already interested in event promotion and it sparked him to continue down this path. He goes on to  discuss how building your own brand authority is a key to success when creating an event with industry thought leaders. Nick dishes on his Bums on Seats Bootcamp and how effective that event has been for his brand authority.    Nick and Tyler discuss the topic of starting an event from scratch, what that entails and how tough it really is no matter how easy it looks. Tyler and Nick cover some of the mistakes to avoid in event marketing, and both give great insights from their past endeavors.   Join Tyler and Michelle in this episode on building brand authority, SMS marketing tactics and mastering event marketing.     Timestamps   00:00 – Intro 00:48 – What’s In the News | Delta & the Olympic Team   05:50 – Featured Guest Intro | Nick James  06:19 – Expert Empires  08:09 – Event Promotion  09:10 – Building Own Brand Authority 10:50 – Secrets to Success  13:32 – Bums On Seats Bootcamp  14:40 – Difference in Marketing between UK and USA 16:07 – What's Working 19:26 - IRCE 21:52 – Starting an Event From Scratch  24:29 – Mistakes to Avoid 26:47 – Key Take Away 27:40 – Outro   Featured Guest Nick James  | Business Mentor and Creator at Expert Empires    IRCE - CHICAGO: https://www.irce.com    10% off conference passes (Exhibit Hall Only passes excluded) and will be valid starting on 1/1/2018.  Code: LIONS18 Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Ep 26: Munching on Marketing Advice with Andy Mackensen    In Episode 26, Co-founder and CMO of SnackNation, Andy Mackensen takes us through the rise of SnackNation and the challenges that he faced launching the company. With his expertise in entrepreneurship, Andy shares insight on building trust with customers, using content marketing to 10X your business, and how strategic partnerships play a huge role in business growth.    Andy begins by giving background on SnackNation and what the roots of the business. He shares how building relationships with leaders in business creates strategic partnerships that benefit both parties. Further on in the conversation, Andy gives us his insight on what has worked for SnackNation so far in 2018 and the challenges the subscription-based brand faces with growth.    Andy and Tyler discuss the topic of building and managing personal brands and where Andy has placed his focus. Andy also gives listeners advice on common conversion rate optimization mistakes to avoid. Andy leaves us with a key takeaway of staying ahead of the marketing game and focusing on the strategies that are timeless.    Join Tyler and Michelle in this episode on how to 10X your business with content marketing, strategic partnerships, and  lead scoring best practices. Don’t forget to sign up for your SHHNAACKS!    Time Stamps    00:00 – Intro 00:53 – What’s In the News | Gmail Announcement  04:52 – Andy Mackensen 05:25 – Snack Nation  06:30 – How Snack Nation Began its Success   08:42 – Dollar Snack Club 09:37 – Building Trust With Customers 10:47 – 10X Content Marketing  14:10 – Testimonials from Customers   16:19 – Strategic Partnerships  22:47 – What is Working in 2018  24:10 – Challenges in Growth  27:00 – Building and Managing Personal Brand  27:56 - Common Conversion Rate Optimization Mistakes   29:23 - Building Relationships with Podcasts  30:41 - Best Practices in Lead Scoring  34:19 - Key Takeaway  36:30 - Outro   Featured Guest Andy Mackensen  | Co-Founder and CMO at SnackNation   Free Sample Box | SnackNation.com SnackNation.com/tcoffice  SnackNation.com/tchome   Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Ep 25: Silver Edition    In Episode 25, We dive into some great content and insightful advice from several of our Podcast guests that were featured in 2017.      The episode begins with Founder of Raven Tools, John Henshaw, and what marketing tools leaders can implement in their reports. Re-platforming was a subject that Jeff Cash touched on in Episode 3 as he discussed the pros and cons and what challenges may develop.    Throughout the episode our featured guests share key insights on marketing strategy for startups, integrating Sales & Marketing teams, and what a Global eCommerce strategy entails. Towards the end of Episode 25, Cristina Ceresoli gives us a look at the state of retail and where it's headed. Marcus Murphy and Tyler brought the jokes and also discussed where Digital Marketing is headed. Andrea Ward shares insight on how eCommerce is changing rapidly and considering the right eCommerce platform is key to a company’s success.   Join Tyler and Michelle in this Silver Episode on Kickstarting Brands, Marketing Trends, Global eCommerce Strategies and what’s next in Digital Marketing.     Timestamps    00:00 – Intro 01:25 – Ep 1: John Henshaw - Founder of Raven Tools 07:30 – Ep 3: Jeff Cash - Liquidity Services 10:23 – Ep 7: Jamie Alber - Digital Golf Warehouses   13:30 – Ep 10: Scott Yoffe - LA Chargers  17:28 - IRCE 18:48 – Ep 12: Dan Farris - Kickstarting a Brand 21:24 – Ep 13: Mike McMillian - Dream CSX 23:33 – Ep 14: Charlie Cole - Tumi | Samsonite 27:44 – Ep 15: Josh Weum - Google   30:22 – Ep 16: Andrew Malcolm - Evernote 32:09 – Ep 17: Paul Dailey - Puma 35:36 – Ep 18: Ashok Kamal - Tech Coast Angels 40:13 – Ep 19: James Martinez - Safari 41:30 – Ep 21: Cristina Ceresoli - NRF  44:39 – Ep 22: Marcus Murphy - Digital Marketer  47:44 – Ep 24: Andrea Ward - Magento 51:38 – Outro      IRCE - CHICAGO: https://www.irce.com    10% off conference passes (Exhibit Hall Only passes excluded) and will be valid starting on 1/1/2018.  Code: LIONS18  Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Ep 24: eCommerce Trends and Tips | Andrea Ward    In Episode 24, Andrea Ward, Magento's Chief Marketing Officer, shares excellent insight on several ecommerce and marketing topics. Andrea speaks on Magento and it’s marketing strategies, Amazon being a product gateway for many eCommerce businesses, and what’s next for Ecommerce Marketing.    Andrea begins the conversation by sharing her path to Magento and about the company's culture. With her extensive expertise and previous experience at Oracle, she also speaks on the her first moments at Magento and early successes. Andrea believes in staying ahead of the curve by studying her competition’s trends and strategies.    Tyler and Andrea also talk about Amazon and why businesses should view the platform as a tool instead of competition. Tyler and Andrea go on to discuss the importance of great content and how a well-thought out, informative blog post is more impactful than a blog with content that lacks depth and leads nowhere. Andrea shares her marketing goals for the coming year and tells us what’s next for Ecommerce marketing.   The conversation ends with Andrea’s insightful advice on how eCommerce is changing rapidly. The right platform is key to a company’s Ecommerce success, and Andrea explains that Magento has a passion for providing customers with the best tools to grow their businesses.     Join Tyler, Michelle, and Andrea in this conversation on Magento’s Business Intelligence, what’s next for eMarketing, and what Marketing strategies to take on in 2018.    Timestamps    00:00 – Intro 00:52 – What’s in the News | H&M's No Good, Very Bad Day 04:45 – Featured Guest Intro | Andrea Ward 05:06 – Andrea Ward and Magento  05:50 – Marketing Challenges: From Oracle to Magento  07:15 – Repositioning the Magento Brand  08:20 – Building Magento’s Marketing Strategy   10:35 – Magento’s Business Intelligence 11:45 – Early Successes - Kicks USA  13:23 – Staying Ahead of the Competition  16:12 – Amazon: Product Gateway 18:32 – Magento Commerce  22:15 – FAQs to Blog Articles  25:44 – Marketing Goals for 2018 27:38 - Biggest Missed Marketing Opportunity in Ecommerce  28:50 - What’s Next for Ecommerce Marketing 29:59 - Magento Community and Brand Growth 33:14 - Events and Marketing Strategies 35:15 - 2018 IRCE Conference  36:22 - Pop Up Shops and Retail Brands  38:00 - Magento Advantages Over Competitors  40:55 - Re-Platforming Advice  44:13 - Key Take Away 45:15 - Outro     Featured Guest   Andrea Ward | Chief Marketing Officer at Magento LinkedIn  Twitter   IRCE - CHICAGO: https://www.irce.com    10% off conference passes (Exhibit Hall Only passes excluded) and will be valid starting on 1/1/2018.  Code: LIONS18  Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Ep 23: The OIA Is A Marketing Force | Gareth Martins and Alex Lemley   In Episode 23, Gareth Martins, Director of Marketing and Alex Lemley, Marketing Manager at the Outdoor Industry Association, discuss their roles at Outdoor Industry Association. Both Gareth and Alex share insight into the OIA and it’s purpose. The pair goes on to discuss Outdoor Retailer's signature event in 2018 and talk about social media strategies that have worked for them.    Gareth and Alex start off by sharing what the Outdoor Industry Association is all about and how impactful the organization is in regards to helping preserve public lands and monuments. They speak on the Together We’re a Force campaign and how that has led  outdoor retailers and organizations to rally together around the issue of public land preservation.    Tyler, Gareth and Alex also discuss the Outdoor Retail Event in 2018 that will be held in Denver for the first time. They talk about the events leading up to moving the OR show from Salt Lake City and how it has gained a lot of interest from those who are attending. Gareth and Alex also speak on the digital marketing and social media strategy that they have implemented this year and how they have seen positive results from it, along with some of the OIA’s marketing goals for 2018.   Gareth and Alex end the conversation by giving key advice on always considering what you want to accomplish through marketing efforts, as well as knowing it is important to be relatable with the person you are targeting on the flip side of an email campaign.    Join Tyler, Michelle, Gareth, and Alex in this conversation about the OIA and how they're leveraging marketing to enhance their impact on the outdoor industry.    00:00 – Intro 00:54 – What’s in the News | Patagonia suing President Trump  04:56 – Featured Guests Intro | Gareth and Alex 05:40 – Gareth and Alex’s role at the OIA 06:03 – What is the OIA and it’s Purpose 08:43 – Together We Are A Force Campaign 09:45 – Leveraging Cause Marketing  11:46 – Antiquities Act: Protect Public Land and Monuments 12:58 – IRCE 2018 Conference  14:05 -  Outdoor Retail Event 2018 15:34 – Challenges in Moving OR Show to Denver  16:55 – Digital Marketing and Social Media Strategy   18:07 – Biggest Marketing Challenges  19:19 – OIA Marketing Goals for 2018  24:08 – Key Take Away   Featured Guest   Gareth Martins | Director of Marketing  LinkedIn  Twitter   Alex Lemley | Marketing Manager   LinkedIn  Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Ep 22: Ninjas, Airplane Cocktails, AOL Instant Messenger, and Digital Marketing | Marcus Murphy

In Episode 22, Marcus Murphy, Vice President of Monetization at Digital Marketer, shares his expertise on several topics from recruiting the right talent, sales and marketing teams, and what’s working across the marketing landscape. Marcus starts us off by talking about the birth of Digital Marketer and his path to his position at DM. He shares his expertise on hiring the right candidates, what healthy marketing and sales teams look like, and how critical recruiting the right talent is for an organization. Marcus explains that having the right people at the start can have a great impact on the future. He goes on to discuss the relationships he has with his top performers and team leaders at Digital Marketer and dishes on how he integrates Digital Marketer’s marketing practices with his own team. Tyler and Marcus also discuss what’s working across the marketing landscape and how marketing leaders are succeeding. He also talks of the differences between Sales and Marketing teams and how the two go hand in hand, yet at the same time have completely different roles. Marcus shares his thoughts on social media platforms and which popular platform is destined to fail. He gives us a snippet of whats to come at the Traffic and Conversion Summit. Marcus ends the conversation by giving his key advice on hiring talented and thoughtful leaders that will have a great impact on your marketing and sales teams. Join Tyler, Michelle, and Marcus in this conversation on Digital Marketer practices, hiring the right talent, and the marketing landscape at-large.

Timestamps

00:00 – Intro 00:49 – What’s in the News | Black Friday & Cyber Monday 04:50 – Featured Guest Intro | Marcus Murphy 05:48 – Marcus’ role at Digital Marketer 06:22 – Birth of Digital Marketer 08:24 – Digital Marketer and their Products 11:00 – Ninjas and Airplane Cocktails 12:33 – Hiring Marketing and Sales Teams 15:18 – Recruiting the Right Talent 19:20 – Integrating DM’s Marketing Practices 23:00 – Top Performers and Team Leaders 27:15 – Perpetual Traffic 29:02 – What’s Working Across the Marketing Landscape 33:45 – Sales Vs Marketing 35:09 – Internal Systems at Digital Marketer 38:41 – Impact of Drift 40:53 – Marketing Strategy with Fidelitas Development 42:55 – LinkedIn Advisory Board 44:21 – Social Media Platforms 49:05 – The Demise of AIM 51:38 – What is Destined to Fail: SnapChat 54:29 - Slack and AIM 57:34 - Traffic and Conversion Summit 1:02:48 - Key Take Away 1:03:20 - Outro   Featured Guest   Marcus Murphy | VP of Monetization at Digital Marketer LinkedIn  Twitter   Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

How Retail can Rebound by Building Brand Love with the NRF's Cristina Ceresoli

In Episode 21, Cristina Ceresoli, Senior VP or Retail Strategy at the National Retail Federation, elaborates on retail and eCommerce marketing and the path it has taken over recent years. Cristina shares insight on the effect of building brand love, personalized pricing, and dishes on retail and agency partnerships. Cristina starts off by talking about her background in the retail industry at brands like Express and Aeropostale before and joining the NRF in 2017. She later discusses the plight of shopping malls and where retail marketing is headed. Cristina also speaks on personalized pricing and how small improvements in your marketing campaign can create future growth. Tyler and Cristina also discuss retail and agency partnerships and the importance of Brand relationships. She also brings up the challenges in the retail industry and how successful retailers are overcoming these obstacles. Cristina shares some big opportunities for marketers in 2018 and what to expect in Q4 from the retail industry at-large. Cristina ends the conversation by giving her key advice on how retailers can benefit greatly from gathering data and use of advanced analytics. Join Tyler and Michelle in this conversation on the state of retail and eCommerce marketing and an expert outlook at the retail industry in 2018.

 

Timestamps

00:00 – Intro 01:26 – What’s in the News | Death of Traditional Display Ads? 06:09 – Featured Guest | Cristina Ceresoli 06:42 – Cristina’s Role at NRF 07:44 – Path to Senior VP 09:20 – Has Retail Really Changed? 11:35 – Building Brand Love at Express 14:30 – How Do We Save the Shopping Malls? 16:55 – Shop.Org Recap 20:28 – Personalized Pricing 22:44 – Consumer Pricing Discrimination 24:20 – Retail and Agency Partnerships 26:37 – Opportunities for Marketers in 2018 27:29 – Importance of Brand Relationships 29:23 – Challenges of the Retail Industry 31:56 – Balance & Growth of Online Presence 34:55 – What to Expect in Q4 from Retail 39:16 – 2018 NRF Big Show 40:39 – Key Take Away 44:17 – Outro

 

Featured Guest Cristina Ceresoli | Senior VP of National Retail Federation LinkedIn  Twitter   Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Ep 20: The Future of Experiential Marketing with Vntana's Ashley Crowder

 

In Episode 20, Ashley Crowder, CEO and Co-Founder at Vntana, discusses Experiential Marketing and how it is changing as a whole. She shares her insight on Holograms and companies using it to their advantage, data and metrics with AI, and where marketing is headed.  Ashley begins the conversation talking about Vntana and how the company was born. She elaborates on the strong case studies that Vntana has established over the past couple of years and her favorite campaign. With her expertise with UGC and AI, she gives listeners insight on the challenges with hologram implementation and how to overcome them. Tyler and Ashley also discuss the data and metrics side of AI implementation and how marketing leaders can use that data towards their own brands' research and goals. Ashley shares her overview of the Shop.Org conference and reveals pieces of what's to come with Vntana.

Ashley wraps the conversation by giving her key advice on staying ahead of the curve and that marketing leaders should try to be the first movers in using new technology like AI. Join Tyler, Michelle, and Ashley in this exciting conversation of what the future of Experiential Marketing looks like and a sneak peek at what's to come with Vntana. 

 

Timestamps 

00:00 – Intro 01:07 – What’s in the News | UnderArmour Q3 Sales Drop 06:45 – Featured Guest Intro | Ashley Crowder 07:39 – Ashley & Vntana 09:19 – Brands Using Vntana’s Technology 10:20 – Strong Case Studies with Vntana 11:45 – Holograms and Company Goals 13:40 – Ashley’s Favorite Achievement 14:26 – 5 Years Ago: Ashley’s Startup with Vntana 15:56 – Microsoft’s Kinect 18:10 – AI Hologram vs Virtual Performance 19:34 – Experiential Marketing Change as a Whole 21:20 – UGC and Experiential Marketing 22:00 – Challenges with Hologram Implementation 23:03 – Smaller Brands Using Vntana 25:01 – Data and Metrics with AI 25:43 – Sneak Peek with Vntana 26:42 – Shop.Org Overview 28:00 – Next Big Thing for Marketers 29:01 – Split Testing on Holograms 29:42 – Key Take Away 31:30 – Outro

 

Featured Guest

Ashley Crowder | CEO and Co-Founder at Vntana 

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Music

Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes 

From Watches to Wallabies: Growing Ecommerce Startups with James Martinez

In Episode 19, James Martinez, eCommerce Manager at Safari Limited, a global eCommerce toy company, shares insight on the topic of eCommerce startups and having a great organizational plan. James begins the conversation with his previous role at Invicta Watches and discusses the challenges and successes he had with the quick-rising watch brand. Fast forwarding to his present role at Safari Limited, James talks about his team at Safari and what makes a great team. With his experience in eCommerce startups, James also shares insights for crafting a marketing budget and having a sound eCommerce startup plan. Tyler and James also discuss the next big opportunity for marketing leaders: improved conversion rates through new cutting edge technology. James also reveals his social media channels of choice and the rationale for his preferences. James goes on to share some of the challenges that he faces at Safari Limited today and how he's overcoming these new obstacles. James wraps up the conversation by explaining that organization is key as a marketing leader. He recommends focusing on what will bring your brand revenue, making a priority list, and zoning in on the items that will bring you success. Join Tyler and Michelle in this conversation around AdBlocker battling Facebook, eCommerce Startups, and getting organized as a marketing leader.

Timestamps 

00:00 – Intro 00:56 – AdBlocker - New Technology for FB 05:40 – Featured Guest | James Martinez 06:35 – James, Safari Limited and Invicta 07:55 – The Team at Safari 08:40 – Recipe for eCommerce Startup 09:50 – Marketing Spend from Scratch 12:00 – Organization is Key 14:28 – Next Big Opportunity for Marketing Leaders 15:05 – Social Media Channels of Choice 16:14 – Success at Invicta 17:22 – Biggest Challenges at Safari 18:20 – Key Take Away 19:40 – Outro

Featured Guest James Martinez | eCommerce Manager - Safari Limited LinkedIn  Lion’s Share Marketing Podcast

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Music

Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes