Radically Transparent

With less than 25% of leads being sales-ready when they first come in, the question remains how we, as modern-day digital marketers, can actually know at what point a lead is defined as “sales-ready”?  In this episode, Jennifer Gutman, Director of Customer Marketing at Oktopost examines how B2B marketers can:

Get ready to get radically transparent about social engagement data.

Barney O’Kelly, Digital Marketing Director at Alix Partners, a financial advisory and global consulting firm best known for its work in the turnaround space, reveals what Alix Partners did differently when building the framework of their advocacy program, and why he went to great lengths to truly understand the personas that made up the program.

According to Barney, marketing is too important to be left only to the marketing department. If you want to tap into creating brand evangelists, you need to understand your employees, the same way you understand your customers.

Barney tackles the tremendous level of insight he has gained while leading an advocacy program. He even opens up about some of the psychology he’s learned about the type of people who work at Alix Partners, why not all people want to share content, and how to help his colleagues overcome their fear of thought leadership on LinkedIn.

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Matt Bailey is known for turning data into action and has been recently named by Oktopost in The Top 10 LinkedIn Influencers (LinkedInFluencers) to Follow. Matt helps complex organizations and teams take the data, find the story, and use communication to write the next chapter. Often consulting for companies like IBM, Google, and Microsoft, Matt works with the best of the best, leading the top thinkers in their industry through exercises to maximize their digital reach.

Matt’s humorous edge makes everything he says easier to listen to. He is an expert in deciphering what works and what doesn’t when it comes to digital marketing. His reliance on data ensures that everything he says is backed up by numbers, which is huge when there are so many voices in the space.

As Matt puts it, when you have to justify what you are doing, most likely it means you are showing up to meetings with data that isn’t impressive.

So what data IS impressive to share if you are reporting on social media?

Tune in to find out.

Peter Bell, Adobe's Senior Director UKI Enterprise & EMEA Commercial Marketing makes the case that B2B marketers today have lost the ability to tell a great story. For many, it seems the discipline of focusing on their brand's narrative: something that has anchored the brand in people’s hearts and minds and has kept it there, has disappeared.

In this episode, Peter and Jen take a look back at some of the greatest marketing stories of all time and talk through what made these specific campaigns stand out. Together, they tackle the thorny issue of why brands today are no longer in control of the stories they tell and how to break through the noise to get the important messages across. Peter also reveals to Jen why it’s imperative for brands today to have a narrative arc to carry their story – regardless of how many channels and platforms marketing is spread across.

Listen to Yara Malalane and Jennifer Gutman of Oktopost talk about employee advocacy and how to determine if gamification of your program should include rewards. Yara is a specialist in social media publishing and employee advocacy technology and has worked with organizations across the globe to roll out and scale successful employee advocacy programs of all sizes. You can also check out some B2B Employee Advocacy Best Practices to increase your brand value and reach: https://www.oktopost.com/blog/b2b-employee-advocacy-best-practices/

Meet Mega International's Senior EMEA Marketing, Ben Beeching.

You’ve probably heard of Mega International – the global SaaS software company for Enterprise Architecture, Business Process Analysis, Governance, Risk and Compliance, and Data Governance. But have you ever wondered how their marketing team is able to build compelling customer journeys that impact pipeline and speak so accurately to their buyer personas?

Let’s not sugarcoat it.  

Every single B2B marketer is currently overwhelmed by the amount of potential marketing technology tools at their disposal. Moreover, when you’ve selected the right technology to include in your matech stack, how do you know which sets of data to rely on to make informed decisions? What technology plays nicely together?

Are you using the right social media management solutions to increase the impact of your organization’s social media campaigns on the business?

In this episode of the Radically Transparent podcast, Ben and Jen tackle what goes into producing the right content across different channels and stages of the funnel to build trust with buyers. Ben opens up about why it’s so easy to lose the humanization aspect in marketing – and what B2B marketers can learn from their B2C counterparts when it comes to connecting with customers.

Ben even explains how he is using social data to make informed decisions and impact the buyer journey, along with the rest of the technology in his martech stack.

An episode not to be missed if you’ve ever found yourself questioning how to use social media to build personas and help take buyers down the funnel.

Renowned for his time at Adobe as Global Head of Customer Advocacy and now serving as Senior Director of Customer Advocacy at F5, Kevin Lau unpacks the balance between successfully driving revenue and acquiring new customers all while maintaining an existing customer base.

This episode is jam-packed with insights into the world of customer marketing from the perspective of a legend who has started from scratch to build world-beating customer experiences at some of the industry’s leading organizations: Google, Marketo, and Adobe.

It’s an episode you most certainly won’t want to miss.

Colin Day, Managing Director of EMEA and APAC at Oktopost unravels social media governance and why it should be on every marketers agenda of discussion when building a social media strategy. Whether you're a small business or a large multi-national company operating globally, risk management and compliance needs a rethink when it comes to social media.

Hot Topics of this Episode Include:

- The biggest struggles that companies are facing today when it comes to social media governance (both in regulated and non-regulated industries)

- How marketing, legal and compliance teams can come together to create a safe and practical social media policy

- How B2B organizations are prioritizing social governance efforts, especially in regulated industries– and where Oktopost can help

- Colin’s biggest lesson learned post-recovery after he had to hit the big red button to stop all social media

Oktopost's Director of Customer Marketing, Jennifer Gutman, is hosting solo. If you’re a long-time listener, you know that what keeps her up at night professionally is launching, maintaining, and creating highly engaged employee advocacy programs. In this episode, she zooms in on the 3 key areas that may be holding your employee advocacy program back. 

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Tom Hunt, Founder/CEO of Fame wisely enlightened us that “there is a formula to becoming famous. It’s used by everyone from the likes of Taylor Swift to Salesforce to Donald Trump. First, you create amazingly good content around a specific niche, and second, you are seen around other famous people in that niche.”

Tune in now for an extraordinary episode of Radically Transparent that will change the way you podcast.

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