Senior Copywriter Erik Sena joins Steph Crugnola on this episode of Stacking Growth Snacks to talk about Establishing a Unique Brand Voice. In the episode Erik covers how to find your voice as a brand - the factors to consider, strategies to employ, the importance of finding your 'why', and the research that will help support your journey.

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Chris was joined by Peep Laja for an in-depth conversation on messaging. Dedicated to unraveling the significance of target customer insights, the discussion digs into the tangible impact that effective messaging and validation can have on demand generation strategies and sales velocity. This session is a deep dive into the processes and methodologies used in message testing and the resulting ability to sharpen go-to-market approaches.

The dialogue initially sets the stage with a high-level overview of the necessity of message testing, followed by a practical guide on conducting this qualitative research. Peep provides a compelling rationale on why messaging should be clear, relevant, compelling, and differentiated. The conversation moves on to discuss symptoms unique to companies that lack such feedback from their target demographics and how it can stealthily affect their business capabilities. Chris and Peep both stress that real-time customer insights are crucial and should be an ongoing activity to dynamically inform business strategies

If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here.

Can’t make the event but have a question for Chris? Submit it here.

Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Our host, Steph Crugnola, is joined again this week by Sidney Waterfall to talk about The Inbound Buying Experience!

In this episode they focus on working with sales to increase conversion rates, including nailing the first meeting, making your research count, and making your CRM the source of all truth.

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On the April Expert Session, Chris Walker was joined by CS2’s Crissy and Charlie Saunders to do a deep dive into Marketing Operations to support measurement of Demand Strategies and Programs.

They discuss key requirements to set up a measurement framework to measure the effectiveness of demand programs including pipeline sources and how to think about funnel tracking. They also answer audience questions. 

Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Our host, Steph Crugnola, is joined again this week by Sidney Waterfall to talk about The Inbound Buying Experience!

In this episode they walk through how to refine your website conversion process, how to leverage the people involved on all sides, and use technology to streamline the customer experience.

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In our March Expert Session, Chris Walker was joined by Navattic’s Natalie Marcotullio to explore the nuanced strategies around leveraging influencers and advisors within marketing strategies. As a topical issue amidst the dynamic terrain of B2B marketing, particularly within LinkedIn circles, their conversation sheds light on the practical implementation and tangible benefits of such programs.

Natalie explains the conception and execution of Navattic’s Advisor Program, and discusses the unique balance between strategic advisement and influencer advocacy, stressing the importance of aligning such programs with a company's ICP. She succinctly clarifies the program's structure that not only encompasses promotional endeavors but also heavily relies on strategies that guide the product's market trajectory. Further, she lays out their compensation structure and the significant role that direct revenue sharing, alongside monthly payments, plays in cultivating a robust, engaged advisory board.

Key insights are revealed into the essential elements of nurturing these advisor relationships. This includes maintaining a manageable number of advisors, gauging direct business referrals, appreciating the value of these advisors' strategic insights as much as their promotional influence, and the critical need for multifaceted measurement to capture true ROI.

Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Our host, Steph Crugnola, is joined again this week by Sidney Waterfall to talk about The Inbound Buying Experience!

In this episode they define the inbound buying experience, talk about ways to optimize the process for your buyers, and cover core KPIs and measurement tools.

See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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In our February Expert Session, Chris Walker was joined by Cognism’s Alice De Courcy to talk about the transformative journey of marketing strategies from lead generation to demand generation. The dialogue revolves around the pivotal shifts in B2B Go-to-Market and digital demand tactics, revealing the forward-thinking practices leading today's marketplace. 

Alice unfolds the rationale behind moving from a lead gen to a demand gen strategy and emphasizes the importance of evaluating revenue-driving factors within marketing initiatives. By analyzing the revenue models and aligning with organizational targets, she expresses how Cognism made significant strides in efficiency. The episode further explores metrics and KPIs vital in gaining executive alignment during marketing transformations, demonstrating the practical aspect of transitioning strategies without overwhelming the organization.

Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Our host, Steph Crugnola, is joined this week by Ryan Olestro, Senior Performance Marketing Manager, to talk about Paid Search Audits.

In this episode they talk about how to craft your headlines and images to stand out, how to effectively manage budget, and how to balance other programs to make the most of your paid search.

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For our first Expert Session of 2024, Chris Walker was joined by Exit Five’s Dave Gerhardt to talk about how Social and Community can help create demand. The conversation kicks off with an overview of how companies can leverage communities and influencer partnerships to diversify their marketing strategies beyond LinkedIn and Google paid budgets. This episode promises to arm listeners with unconventional yet practical tips to take their digital strategies to new heights.

Chris and Dave explore the nuances of creating and nurturing owned company communities. They discuss the success metrics that truly matter and the distinctions between communities as stand-alone entities versus those adjunct to SaaS companies. The second part of the episode pivots to unpack the emerging roles of influencers, or key opinion leaders, in the B2B sector. They shed light on the symbiotic nature of these partnerships and the importance of authenticity and strategic alignment. Insights into LinkedIn's algorithm changes and content distribution strategies pepper the conversation, providing a grounded perspective for B2B marketers aiming to make their mark in an increasingly crowded digital space.

Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm