Marketing To Win

Ah yes, marketing attribution. If there ever were a marketing topic that we love to tout as really important but don't actually do very well (I'm certainly included in this), it would be marketing attribution. 

Over the past 12 months I have changed a lot of my views of what a good marketing attribution model looks like. I have simplified my answer, I have allowed a certain level of complexity to be optionally added if it makes sense, and I've made it so it's a LOT more actionable than the models that marketing automation vendors love to show, in my semi-humble opinion. 

If I'm wrong, please tell me. 

Kim Brokling joins me for the 12th episode of Marketing to Win, and it's a good one.

If you are like most people, chances are you started a new position in the past 4 years. If you've done that recently or are planning on doing it, Kimberly does an excellent job outlining her approach to understanding the current data environment, navigating the relationships at the new job, and more. 

I met Andy not too long ago and so I figured a podcast episode would make sense! 

Andy comes from agency life with marketing automation, which I think helps him keep his skills honed in because he has to apply automation appropriately to completely different business models and products. That's no easy thing to do.   

So listen in while we talk about learning your tech, the importance of being empathetic, and much more.

We all want to be that marketing team right? The marketing team that can look back at the Black Friday or Cyber Week campaign we put together and see that we totally crushed it. 

Well, Tanner Charlesworth (and his group), are that team.

I found out about his success through a Linkedin post, and knew I had to get the details of how he did it. There was a lot of prep work involved, and you'll see what it took and how well Tanner knows how to tap into his audience with this story. 

Abel is an award winning marketing automation guy, he and his team have built some stellar experiences at MACU, and so when he's got things to say about automation, it's worth a listen.

We explore the mindset it takes to tackle automation in a B2B and a B2C world, with a greater focus on B2C.

We also explore the place of SMS within marketing, when to use it, some bad + good experiences, and much more. 

In this episode, I chat with Brandon Carter about lessons he learned from the transition of PR, to content, to automation.   

He shares lessons about writing in ways that connects with your audience, how strategy evolves as the market changes, and more.

Darrell supports a marketing team of over 700 marketers (crazy!) and he shares the lessons from automation and operations that have led to their success. 

News flash, if you're looking for some brilliant unique campaign, that's not what drives the real business results, we talk about organizing the marketing team in ways to support and enable them to do their best work, the importance of database health and maintenance (it's important!) and more. 

Momentum is a real thing. And sometimes you just have to buy into a small process, be disciplined and stick with it to get results, and then state your case. 

That's exactly what Benyamin Elias did at Active Campaign. He knew what it would take to drive real results for the business, but as a new employee was given specific parameters to work under. He was a good employee, worked under those, but took the flexibility he was given to do things that he knew would really move the needle.

Soon, he was able to show his work and how a shift in strategy would lead be a great idea (and how it had already been a great idea!)

This episode brings a fun chat with the dynamic AJ Wilcox, an expert in Linkedin ads. We talk about what happened with advertising over the course of 2020 and the pandemic, what the trends look like now, as well as a separate little case study with campaigns he was running with his shop that didn't work.... until they did. 

Lot's of good stuff!

If there were ever a real world experience that encompasses the idea of ABM, it would be responding to an RFP. 

Ironically, most firms come back with a document that lists the requirements they can meet, and then want to hop on a sales demo. Garrett Erickson took an opportunity to differentiate his firm from that, and deliver a multi channel ABM experience for a deal that they ultimately won.