Marketing To Win

There are plenty of skills marketers can learn as they build a personal brand, not to mention plenty of additional opportunity. I walk through some of those reasons on this episode. 

In this episode, I walk through my new process I've put in place to create content every day. I used to just put content out on Linkedin, but I've expanded that and we're going to see how it goes. 

4 things we might still get wrong with email "nurturing"...

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Quality vs quantity when it comes to creating content?

It's quantity.

Because quality goes beyond how good the individual post is.

When you show up everyday, there is perceived quality in that.

When you show you can be trusted to share new ideas often, there is quality in that.

And when you create, and create, and create, over time you'll learn how to create better quality.

Focusing too much on "quality" first can lead to inaction.

So nail down the quality of your process to deliver quantity first.

And the quality of the posts will eventually improve.

Are the expectations you set with your content a little misleading? Just a little?

It's something I've noticed many companies do... it's a small thing. (I've done it)

But I'm really really really starting to not like it, it's not effective.

Here are some examples:

You have a gated ebook. A user downloads that ebook, and they get a call from a sales rep not long after.

A prospect signs up for your newsletter, but they get more than just your newsletter.

You commit to only sending your database 2 emails a week, but you end up sending 4.

This stuff is small. It *likely doesn't* have a very big impact on your business.

But.... it's just missing that differentiated level of trust.

So I'm trying to change.

What do you think about it?

4 amazing lessons you can learn (but probably can't match) from a masterclass in email marketing, The Morning Brew

Email is dead.   No, wait it's not dead...    (I've seen both these posts this week. 😂)  So here are 5 reasons why email is both dead and not dead 😁  

Email is dead because 

1. New professionals, GenZ or whatever you wanna call them, hate it 

2. It's so noisy that it's hard to stand out 

3. Having that giant number of unreads brings stress that people hate 

4. Can get "opted into" emails from brands you've never interacted with before 

5. You are forced into conversations you don't need to be in, and can't really get out of  

Email  isn't dead because 

1. It is the most highly curatable channel out there 

2. Entire businesses are built on email newsletters, so it can be done right 

3. Many people are willing to receive emails for certain reasons 

4. It's one of the best ways to distribute content (the algorithm won't penalize you for links) 

5. It can deliver the most personalized content out of any of the channels

Mckenzie Bauer and her husband have founded a successful wallet lifestyle brand called ThreadWallets. Their story is extremely fun and full of lessons for marketers. 

Mckenzie and I talked through two key pieces of their marketing, how they balance the difference between brand and performance marketing, and the experience they had as they identified their primary audience and focused on them.

Most B2B sales cycles are long. They have a large annual contract value, require buy in from multiple individuals, and require plenty of education. 

But how often do we marketers think we have "great content" when the reality it is doesn't meet the user's expectations of what they want from our brand. 

Joel Acevedo and I talk about that and several other aspects of lifecycle nurturing and marketing in this week's episode. 

Martech has convinced all of us that MQLs, lead scoring, and all of that stuff is completely necessary to have a successful marketing org. But what's happened is we've over emphasized the metrics, we've over-complicated the lead scoring, and it's making us LESS effective at what we're actually trying to do. 

And that is to generate and capture demand (the right way).

Loved this chat with Kyle, where we talking about some of our experiences with lead scoring, how we managed that in marketing automation, the goods and the bads of it, and more.