StrategyCast

“It’s not just a marketing thing. It’s not just a sales thing. It’s a CUSTOMER thing.”

Todd Hockenberry, founder of Top Line Results, is a consultant and advisor to B2B leaders helping them drive growth, align with buyers, and develop marketing and sales strategies. For over 10 years Todd and Top Line Results have led top-line revenue growth at B2B companies with a focus on manufacturing, technology, and capital equipment. He helps his clients understand the changes in buyer behavior to grow better, become more customer-centric, and align with their ideal buyer persona so that they can deliver exceptional customer experiences leading to competitive advantage. Todd is the co-author with Dan Tyre of the recently published book Inbound Organization. Todd has launched new products in domestic and international markets, extended existing ones to new sales records, and rescued dying companies by reinvigorating teams and re-launching products.

Listen And Learn:

• Focusing on your customers’ needs.
• How marketing teams can rally sales teams to get behind the campaigns being deployed.
• Using sales marketing automation to pull out the behaviors and the people who need a company’s help the most.
• Differentiating a specific product or service.
• Creating an experience with your customers.
• How you can strengthen your company’s future by focusing on inbound principles.

TO LEARN MORE ABOUT, TOP LINE RESULTS CLICK HERE.

TO FIND TODD HOCKENBERRY ON LINKEDIN, CLICK HERE.

“The micromanagement of projects is no longer required and is no longer beneficial to anyone.”

Renata Lerch is a global thought leader with international experience in Fortune 500, consulting, advertising agency, and not-for-profit associations. Renata has managed global marketing and market development teams for over 20 years, delivering successful programs in the Americas, Europe, Asia, and Australia. She has also created transformational customer engagement initiatives using methodologies such as Design Thinking and Scrum. Renata is driven by a competitive and entrepreneurial spirit to develop and execute strategic B2B and B2C business initiatives that result in ROI and revenue growth, increasing customer acquisition and retention. She is also a published author and speaker specializing in global market development.

Listen And Learn:

• Transformational customer engagement.
• How leaders can harness and adapt to change.
• Why brands will have difficulty adapting if they don’t have the foundation of agile marketing.
• Agile marketing’s three main areas of focus.
• The 12 principles to implementing an agile marketing program.
• The goals of agile marketing.
• Defining KPIs to measure customer engagement.

TO FIND RENATA LERCH ON LINKEDIN, CLICK HERE.

“You want to fill the room and work the room.”

Rylee Meek is founder and CEO of the Social Dynamic Selling System, a value-based approach to lead generation and client acquisition that an approach that has turned dinner seminar marketing into a science. The Social Dynamic Selling System, which Rylee devised in 2010, provides a predictable, sustainable, and scalable system for entrepreneurs and business owners looking to drive more business and increase revenue through new customer acquisition. Rylee and his team have promoted over 25,000 events and connected over 2+ million consumers with their clients. Rylee has used a combination of direct mail marketing and what he calls “dinner events to grow his business to $12 million in sales.

Listen And Learn:

• His predictable, sustainable, and scalable system.
• How to work the room and fill the room.
• The true cost of customer acquisition.
• The importance of follow up and follow through.
• How to leverage your time and energy in order to sell to more people more often.
• The resurgence of direct mail.

TO LEARN MORE ABOUT, SOCIAL DYNAMIC SELLING SYSTEM CLICK HERE.

TO FIND RYLEE MEEK ON LINKEDIN, CLICK HERE.

 May Lilley is vice president of marketing and communications at Under Canvas, Inc., a company offering all-inclusive glamping adventure packages through their eight luxury glamping resorts, and whose mission is to bring the glamping experience to life anywhere in the country. May’s experiences, studies, and interests cross all areas of data-driven marketing, strategic communications, and branding, and combine to produce a truly integrated approach to brand efficacy and driving revenue. Her areas of focus include international/global communications, integrated branding, acquisition integration, financial accountability/budgeting, leading high performing teams, and agency management. 

Listen And Learn:

• How even small brands can implement a fully integrated marketing approach.
• Tapping into trends to help tell your brand’s story.
• Why a test-and-scale mindset is important.
• Recommendations for staying nimble and responsive in the market.
• Holding partner agencies accountable for stated KPIs.
• Amplifying your share of voice.

TO LEARN MORE ABOUT UNDER CANVAS, CLICK HERE.

TO FIND MAY LILLEY ON LINKEDIN, CLICK HERE.

“Tap into your audience as a culture.”

Andrew Ostry is the strategic marketing manager at the American Heart Association. He is an innovative professional with an impressive history of translating data into real insight, leading to action that builds brands and drives business performance. He knows what it takes to propel a brand from good to great. Throughout his career, he has designed, implemented, and monitored consumer research studies and managed projects in collaboration with advertising agencies, external market research companies, and internal cross-functional teams. He excels at directing client discovery sessions to tease out business drivers, brand equities, and user insights that shape remarkable, revenue-generating products and have a proven track record of success developing brands, penetrating markets, and increasing customer engagement.

Listen And Learn:

• Getting customer buy-in.
• Bridging the gap between strategy and creative.
• How to bring creative concepts to life.
• Why it’s important to tap into your audience as a culture.
• Defining ownership and “cultural truisms.”

TO LEARN MORE ABOUT AMERICAN HEART ASSOCIATION, CLICK HERE.

TO FIND ANDREW OSTRY ON LINKEDIN, CLICK HERE.

“The more cohesive the content, the higher the spikes in our metrics.”

Kaylie Bruno is the digital marketing strategist for the Annie Selke Companies, a spirited, design-driven family of companies that create enthusiasm through its timely and timeless lifestyle products. Her background in art and design inform the content she manages on behalf of the company, and she skillfully bridges the gap between creative and tactical marketing strategies. In 2017, Kaylie won a Golden Bronto award for the Best Abandoned Cart Campaign. Kaylie was also part of the company’s ambitious marketing program that merged its four retail brands into one and that seamlessly integrating its various marketing campaigns to facilitate a single, cohesive consumer experience. The successful integration was supported by a powerful email marketing strategy that Kaylie helped drive. The strategy helped Annie Selke improve its overall B2B revenues by 35%, increase email-driven B2B revenues by 64% YOY, increase its overall B2C revenues by 48%, and increase email-driven B2C revenues by 81% YOY. Kaylie was also part of the campaign that launched the company’s first retail catalog and was instrumental in ramping up Annie Selke’s customer reviews process.

Listen And Learn:

• How highlighting “wallet-friendly products” within a brand can be an entry point to introduce customers to other qualities of the brand.
• Turning customers into loyalists.
• Segmenting customer behaviors.
• Driving acquisition and increasing revenue through digital strategies.
• The power of a customer reactivation campaign.
• How to bridge the gap between creative and tactical marketing strategies.

TO LEARN MORE ABOUT ANNIE SELKE, CLICK HERE.

TO FIND KAYLIE BRUNO ON LINKEDIN, CLICK HERE.

“You can't take the risk out of everything.”

Jon and Gila Kurtz are co-founders of Dog is Good, one of the most popular eCommerce brands today. Dog is Good is a lifestyle brand for dog lovers. In addition to selling wholesale and retail products, all of which celebrate the unique joy of living life with a dog, the company licenses the brand to numerous manufacturers in the pet, gift, and home product industries. Moveover, Dog is Good has developed a reputation for generously giving back to animal welfare organizations. The company’s success lies in its ability to deliver messaging that resonates with dog lovers. With clever and poignant sentiments, they remind us all how great it feels to be with Dog.

Listen And Learn:

• How to take a passion and turn it into a business.
• Creating a family-focused and intentional workplace culture.
• Defining the brand’s market position.
• Reaching out to innovative retail and vertical channels.
• Nurturing brand ambassadors.
• How Amazon has become a great entry point for the brand.
• How they have infused the brand with the company’s culture.

TO LEARN MORE ABOUT DOG IS GOOD, CLICK HERE.

TO FIND GILA KURTZ ON LINKEDIN, CLICK HERE.

TO FIND JON KURTZ ON LINKEDIN, CLICK HERE.

“You can’t send out an email just because it’s Wednesday.”

Stephanie Maassen is the senior CRM manager at Balsam Brands, a B-to-C eCommerce retailer specializing in selling high-end Christmas trees and home décor products both domestically and internationally. As senior CRM manager, Stephanie manages the catalog and email channels from concept to completion across multiple brands. She oversees a team that drives initiatives to generate awareness, build loyalty, and consideration to purchase while generating profitable revenue growth and increasing repeat purchase rate. Stephanie is a creative, dynamic, and versatile marketer as well as an analytical thinker with the ability to extract insights from multiple data sources. Her project management skills have led campaigns with aggressive timelines, and she is known for her leadership skills and her ability to work collaboratively across organizations to ensure win-win outcomes and achieve common goals.

Listen And Learn:

• The pros and cons of drip campaigns.
• Creating an emotional appeal for customers.
• Moving customers through the funnel to grow sales and garner repeat business.
• Where most people go wrong in their email marketing campaigns.
• How to build brand loyalists.
• How to go beyond promotional messages to creating emotional engagement.

TO LEARN MORE ABOUT BALSAM BRANDS, CLICK HERE.

TO FIND STEPHANIE MAASSEN ON LINKEDIN, CLICK HERE.

“Keeping the Perfectly Post brand simple and ‘intentionally shallow’ is the key to the company’s success.”

As Perfectly Posh's chief operating officer, Jonée is responsible for the acquisition, presentation, operation, and improvement of the systems that create and deliver Perfectly Posh's product and brand experience to Influencers and consumers. Prior to joining Perfectly Posh, Jonée worked as the senior VP of operations for another global direct selling beauty brand. In addition, her career in electronic manufacturing, operations, and finance have allowed her to develop strong, cross-collaborative teams. Her experience includes transforming struggling operations into hyper-growth, globally scalable companies in direct sales, driving Inventory and manufacturing improvements at an electronics startup for the surveillance and security industry, as well as driving transformational process improvements as distribution center GM for 3PLs and traditional retailers.

Listen And Learn:

• Why operations needs to work hand-in-glove with marketing.
• Insights into effective supply chain strategic planning.
• Supply chain best practices and the C-suite.
• How keeping the Perfectly Post brand simple and “intentionally shallow” has been the key to the company’s success.
• Implementing robust fulfillment functionality.
• Putting systematic processes in place that can flex up and down based on growth.

TO LEARN MORE ABOUT PERFECTLY POSH, CLICK HERE.

TO FIND JONEE WOODARD ON LINKEDIN, CLICK HERE.

“We are now a web of things, not strings.”

Bradley Benner, a self-proclaimed digital marketing addict, is the co-founder and senior partner at Semantic Mastery, an online SEO and semantic web training and education site. In his role as instructor and coach at Semantic Mastery, he regularly holds private and group training sessions to educate marketers on achieving results through online marketing activities, as well as best practices for succeeding with the semantic web. Together with his partners at Semantic Mastery, Bradley also hosts Hump Day Hangouts, weekly live-streamed digital marketing Q&A sessions. The team’s YouTube channel is packed with useful SEO resources on topics ranging from content curation to drive stack. With a combined 30+ years of experience, Semantic Mastery consistently delivers proven, real-world results-oriented training and business development tools to help marketers and business owners succeed.

Listen And Learn:

• What it means to create “semantic relationships.”
• How to strengthen your brand’s online footprint.
• The six steps to validating your semantic entity.
• The nuances of the semantic web.
• Strategies for impactful content marketing.
• How to strengthen your brand’s entity so that it has more authority.

TO LEARN MORE ABOUT SEMANTIC MASTERY, CLICK HERE.

TO FIND HEATHER LARRABEE ON LINKEDIN, CLICK HERE.