OC Talk Radio

Intellectual Property can make your company money or people can claim royalties for what you paid them to create, unless you have (28:10)

Licensing and IP expert Rand Brenner helps you get an ROi on your IP. Every business has intellectual property. Follow these 3 steps to generate an ROi:

Understand what you've got

Figure out how to grab it, inventory it & document it.

Look if it has value to others.

skype vs zoom, licensing agreement, patents, trademarks, copyrights, trade secrets, "know-how" IP, trade secret theft. what is a patent, benefits of trade secrets, Listerine, trial and error discovery, Amazon, How P&G licenses IP to competitors, first step to license your IP. (28:18), Work Made for Hire Agreements. (41:18), nuances between industries: fashion, music, automotive. Design patents, owning a color, Tiffany's turquoise blue, UPS's brown, trademarking colors, sounds, and scents, requirements of trademarks (46:03),patent industry, patent trolls

Show notes and transcripts

Click and Listen to Joe 

Our guest is Joe Chernov. He's the Chief Marketing Officer at @InsightSquared. He also lends a hand to startups and wildlife causes when he can. Diving right in, he says, "It's unbelievable what you can get done if you don't care if you get fired!" Talking about his experience at Eloqua, "If we were to publish something that is valuable, we could edge our way into deeper coverage by the media." 

Scorecard - even though we're not supposed to keep score: 

16 articles after spending 2 years developing a product and writing up the release.

An infographic got 800 articles. Very eye-opening.

 

Why it Matters

 

Joe says, "Content marketing is what happens when a marketing department shifts its thinking from knowing that the company that signs their paychecks needs to shift to the customer signs the paycheck."

 

That shift in mindset turned collateral into an ebook, a self-serving whitepaper into a more valuable, lengthy piece of content.

 

 Point: The opportunity to leverage the correct content through the active sales process:

 

Best content ideas come from your sales people. Conversations with sales will be the source of the best ideas.

 

Example: They publish a issue of their "blog" once a month that includes a recap of 4-5 articles on similar content. Each month has a new theme which helps to focus the articles on that topic. 

 

He's talking about a sales team creating an editorial calendar. You heard Matt right.

 

Point: Personas as a driving force for effective content.

 

Personas help reduce the size of your universe so that as a writer or content creator, your writing universe is smaller which helps guide the writing and allow it to be less daunting.  But, he cautions against being way too specific with a persona. "Susie Seller" is just a role in an organization. We don't need to know which college she attended or coffee brand she prefers, unless you are selling coffee.

 

People have a hard time comparing their content metrics to their business metrics.

 

The very best way to shine a light on the value of your content is to look at lead quality. Your lead or transactional content success could be measured by downloads, subscribers. These are higher value than typical leads.  

You want to know did they close?

Did they move deeper into the funnel than other sources?

Lead Quality tops the list for this comparison and measurment.

 

Favorite KISS song and why: Deuce. Gene Simmons wrote it on a bus. It's about absolutely nothing.

Meet Catherine Rudat at Got Green Drinks:

I’ve been working in health and wellness for over 17 years, having started my career in the corporate wellness and training industry. I was also a personal trainer. In my own journey, I’ve been dedicated to not only being healthy, but staying healthy, because I know how much better I feel when I eat well and take care of myself every day.My transition into the juicing business started as a simple result of me not being able to find any cold-pressed juices that tasted good. While I was trying to shop for a delicious organic cold-pressed juice, I couldn’t find anything I liked (and I’m not that picky). Knowing myself, I understood that having juices I liked was the key to success with my new healthy habit. If I didn’t enjoy the taste, I wasn’t going to stay with it, even if I knew it was good for me.I ended up buying a cold-pressed juicer for my kitchen at home and started experimenting with different organic ingredients. I only ever thought I was making recipes for myself, yet they turned out so good that I would share the results with friends and family on social media.  What happened next was completely unexpected. My friends literally went crazy. Everyone wanted my juices! The next step came naturally from all the buzz that had been created:  Why don’t I try selling a few cleanses and see what happens?From there, everything happened really fast. People were literally showing up at my front door to buy my cleanses and daily juices! I couldn’t believe it! All of my friends from years past had followed my wellness career and already trusted I knew nutrition. They had 100% confidence in me and knew that my fresh juices were going to be the best juices for their health. And since the juices tasted so good too, everyone came back for more!

 

Orders kept coming and coming and I knew I had to either move my new small business into a commercial kitchen and make it legit or stop it all together. Obviously I went with the green light! I started using local farmers’ markets as my weekly storefronts to get the community more aware of my product. In just the second year of business, my juices were in over 13 farmers’ markets and my company grew over 400%. I now have a commercial kitchen in Laguna Niguel, California and a team of wonderful staff helping to manufacture juices fresh daily. We also ship nationwide, with juices made fresh, shipped frozen and arriving frozen on delivery. My goal is to see everyone experiencing the health benefits of my juice recipes, no matter where they live.Giving back to the community is equally as important to me as working with my customers. For every juice sold, I give back to Orangewood Children’s Foundation. It’s so important to educate children at a young age on the benefits of eating healthy. I’ve always had a personal place in my heart with Orangewood and I love that we are able to make nutritious juices and popsicles for the kids. I’m really proud that my company is taking part in this teaching opportunity. The kids LOVE our juice!The juices I’ve created are simply the best tasting cold-pressed juices on the market today. I want you to experience my amazing cold-pressed juices right in the comfort of your own home. The fact that we can flash freeze our juice at the peak of nutrition and they last for up to one year in the freezer is so exciting. The added convenience of being able to store them in your freezer means you can fit juicing into your schedule, no matter how busy you are.

www.gotgreendrinks.com

The Zandbergen Report, where wealth strategies and investment wisdom collide, is led by host Bart Zandbergen, and is LIVE every Tuesday at 2pm on OC Talk Radio. The show is also available on iTunes, iHeartRadio, Spotify and Stitcher.

I

Bart Zandbergen and Letitia Berbaum were back in the studio, debating retirement solutions in today's modern world.

Listen to the latest episode here or on iTunes, iHeartRadio or Stitcher!

The Zandbergen Report, where wealth strategies and investment wisdom collide, is led by host Bart Zandbergen, and is LIVE every Tuesday at 2pm on OC Talk Radio. The show is also available on iTunes, iHeartRadio, Spotify and Stitcher.

Interested in being a guest on The Zandbergen Report? Email [email protected].

Learn more about Bart by visiting www.BartZandbergen.com

We pack a lot into this episode as I talk to Nick Jordan, CMO at Logic Inbound.   

Among other things, I ask him what are some of the challenges you've found in trying to build a marketing community? Sometimes we try to produce marketing events, and well-meaning people don't always come out in the way that some other groups, like IT and others, might do. So why do you think that is, and what are some keys to actions when trying to build that active marketing community?

What are some of the ways you, or some of the formats of community you find the most successful? Is it lunch and learns, is it networking happy hours? Are there certain topics and formats that tend to work better in terms of getting marketers together?

Nick is all about building community amongst marketers.  Check out his answers as well as his number one growth hack for growing communities-- it's something everybody can go ahead and start implementing, as soon as they're done listening to this podcast!

More from Nick:  "I'm passionate about developing and growing businesses. A million side projects, a few startups, and one ride on a rocket ship as an early employee at BitTitan. Today I leverage my experience building businesses to help companies identify and execute on growth opportunities @ Logic Inbound."

Check out the full transcript on the Heinz Marketing Blog starting Mon. 8/13/18 6am PST.

Dr. Ball, with a PhD in Economics from MIT and the current Dept. of Economics Chair @ Johns Hopkins University,  wrote his book to address the Lehman Brothers failure, which was the pivotal event in triggering the financial crisis of 2008.  Addressing a continuing controversy of whether Lehman should have been rescued or allowed to fail, he spent four years researching a plethora of public records to determine if the legal and political climates would/should have allowed for the rescue of Lehman. His insights are very interesting re: this critical and pivotal event, the genesis of a market development that contributed to a major financial crisis.  We thoroughly enjoyed doing the interview and are confident that our listeners will find it to be enlightening, balanced, and insightful on this historic and impactful event.

Welcome back Dave - Dave was the very first guest that we had on Strategic Investor Radio, back in October, 2014.  His patience with us in those early days was greatly appreciated and we are always glad to be the beneficiaries of his insights into the world of investing.  He has an MBA from U. of Chicago and is the Portfolio Manager for Cedar Capital, specializing in portfolio construction, typically within a quantitative framework and the ways in which Alternative Investments work within a portfolio.  Using a recently created index by Thomson Reuters, focused on Venture Capital and Private Equity investments, with about 6000 Private Equity firms and 28,000 Venture Capital firms, this index offers diversification into these markets typically not available to the private investor. Any investor will find this conversation to be not only interesting but focused on a subject that is very helpful and important to them.

Data-driven communication is the buzz word in marketing as we are being held accountable for our efforts and budgets. Math metrics, measurement, and milestones are the vocabulary of today, but does that mean awareness, engagement and loyalty no longer matter?

Why it Matters:

In our focus on big data and data science, have we dehumanized marketing?

This episode talks with Susan Emerick, a long standing social media advocate to understand how being a data-driven marketer improves and enhances your social presence and infuses the soul of marketing.  

Data-driven communication is the buzz word in marketing as we are being held accountable for our efforts and our budgets. Today we talk with Susan Emerick, a long standing social media advocate to understand how being a data-driven marketer improves and enhances your social presence and infuses the soul of marketing.  

To the point in 3 Minutes

Does awareness, engagement and loyalty no longer matter? Emerick & Greenglass

 

OUR GUEST – SUSAN EMERICK

Susan is the Principal and founder of Brands Rising, where she works with Fortune 100 companies, providing expertise in strategy, engagement and measurement methods. A passionate data-driven marketing change agent, Susan Emerick has navigated the evolution of internet marketing since its inception.

An early pioneer in digital and social networking for business, she was instrumental in creating IBM’s social insights practice to continuously apply social listening insights to marketing planning and engagement strategies. As a result, IBM was awarded the 2010 SAMMY (Social Advertising, Media and Marketing) for Best Socialized Business.

Susan has served on several advisory boards and she is the author and co-author of several books including “The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media” - a must read for anyone striving to build brand advocacy.

Susan is also part of the exemplary WVU faculty as an online adjunct instructor in their Masters of Science DMC program.

YOUR HOST CYNDI GREENGLASS

Cyndi W. Greenglass is a founding partner and Senior Vice President Strategic Solutions at Diamond Communication Solutions, a data driven communications firm specializing in Healthcare, Financial Services and direct response solutions. Cyndi is delighted to be part of the WVU faculty as an online adjunct instructor in their Masters of Science DMC program.

 

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ABOUT WVU Marketing Communications Today Radio

WVU Marketing Communications Today, a syndicated show that is at the intersection of data-driven decision making and marketing practice. Each week we will highlight an emerging or current trend impacting marketers today. Hosted by Cyndi Greenglass, our inaugural facu

Charlie is in Uganda with Wells of Life again. So stay tuned for some more updates and up-to-date reports. But while he's gone, here's another look (and listen) at one of his best where he examines some of life's basic questions.

There is no secret sauce to being successful in sales. It all starts with building a consistent, repeatable, scalable daily activity framework that ensures you do what needs to be done. Our guest in this episode is James Bawden. James is a sales professional and frontline salesforce advocate with a decade of experience across industries, spanning from wireless retail sales to complex B2B sales. His unique mixture of full cycle sales, sales development, enablement and leadership experience has resulted in his real world, practical views on what works for sales teams. He is fiercely passionate about all things sales, especially providing a voice for salespeople who are just beginning their careers.