StrategyCast

Jeffrey Shaw is the author of LINGO: Discover Your Ideal Customer's Secret Language and Make Your Business Irresistible. Jeffrey helps his clients understand the "lingo" of their ideal customers they want to reach and the audience they want to impact. Jeffrey believes that to understand the lingo of those you want to attract is to know their essence, their values, and what emotionally triggers them so that you stand out, and that to build a successful business is not about education or even skill set. It's about understanding the culture, mindset, values, and the way of being of those you want to serve.

Listen And Learn:

• The five emotional triggers that form the basis for lingo.
• How familiarity is the most powerful of emotions when it comes to connecting with your customers.
• Why it’s vitally important to deeply and empathetically understand whom you want to reach and to build a business from their perspective.
• His ultimate goal when it comes to customer connection.
• The importance of understanding your audience’s “secret language.”
• How personas and avatars only go so far.

TO FIND JEFFREY SHAW ON LINKEDIN, CLICK HERE.

Manny Rodriguez is the chief marketing and experience officer for UCHealth, a nationally recognized Colorado health system comprised of leading community hospitals and the region’s top academic medical center. Manny is responsible for overseeing brand, marketing, advertising, sponsorships, public relations, and patient experience. A seasoned marketing executive with proven success, Manny is an expert in brand positioning and building, consumer marketing, community marketing, and sports and entertainment marketing. At UCHealth, he established sponsorships with the Denver Broncos, Colorado Rockies, Denver Nuggets, Colorado Avalanche, and Colorado Mammoth. He launched a new brand for UCHealth, positioning the health system as patient-centered and innovative.

Listen And Learn:

• Why the corporate strategy and the brand strategy have to be the same.
• How he has integrated virtual reality into the patient experience.
• His tips for how to manage strategy to meet goals.
• The importance of involving your employees in delivering your brand promise.
• The very purposeful intention behind the brand’s tagline.
• Why he doesn’t want to talk about “us.”

TO LEARN MORE ABOUT UCHEALTH, CLICK HERE.

TO FIND MANNY RODRIGUEZ ON LINKEDIN, CLICK HERE.

Gavin Zuchlinski is the founder of Acuity Scheduling, a platform with a mission to be “the slickest way for businesses to automate and manage their appointments online, allowing clients to schedule themselves.” He is a self-professed tech geek and believes wholeheartedly that business should be fun. Acuity Scheduling supports over 50,000 businesses of all sizes, from people working for themselves to major corporations with thousands of employees. The company’s customer support focuses on easy and pain-free scheduling with one-on-one support as they help their client’s businesses grow and thrive.

Listen And Learn:

• How he uses audience personas to understand and engage with his core customers.
• About his strategic approach to SEO.
• How he taps into his customer base of over 70,000 people to help amplify the brand’s message.
• The importance of sharing leadership’s vision with all departments so that the brand’s message is conveyed at all customer touch points.
• His approach to hiring a remote team.

TO LEARN MORE ABOUT ACUITY SCHEDULING, CLICK HERE.

TO FIND GAVIN ZUCHLINSKI ON LINKEDIN, CLICK HERE.

Jeff Rohrs is a creative, strategic, and experienced marketing leader with a passion for collaboration, innovation, and building dynamic brands in today's fragmented media landscape. He is the chief marketing officer for Yext and the author of Audience: Marketing In The Age Of Subscribers, Fans & Followers, in which he establishes "proprietary audience development," explores the flip-side of content marketing, and sets forth a modern marketing imperative. The Social Content Marketing Blog named Audience the number one social media marketing book for Academia. Jeff loves nothing more than helping companies navigate the evolving landscape of consumer needs, preferences, expectations across locations, channels, and devices.

Listen And Learn:

• How brands can control the factual information available about their service.
• Ways companies can take control over the digital knowledge about their locations, their people, and their services.
• About the strategy behind branded and discovery search terms.
• Ways brands can prepare themselves for the voice-driven and AI-driven future.
• How Conversational and Text AI is revolutionizing customer service and make it far more human.
• Why it’s important to think about content marketing in its most narrow, most factual way.

TO LEARN MORE ABOUT YEXT, CLICK HERE.

TO FIND JEFF ROHRS ON LINKEDIN, CLICK HERE.

Prior to becoming the vice president of Industry Insights for Yext, Duane Forrester accumulated over 20 years’ experience in the search and social fields. He is the author of How To Make Money With Your Blog and Turn Clicks Into Customers. Duane has worked in marketing and PR with Caesar’s Palace, run his own websites, communities, and consultancy, and worked for small and enterprise publishers online. Past work includes almost nine years with Microsoft and Bing where he helped run their Webmaster Tools program, as well as the SEO program at MSN. In between the bookends of Yext and Bing, Duane ran operations for Bruce Clay, Inc., one of the oldest names in digital marketing. For several years, Duane’s focus included writing for SearchEngineLand.com, moderating in the original SearchEngineForums.com, and being a board member with SEMPO, where he founded the InHouse Committee and SEMPO’s annual Industry Salary Survey. 

Listen And Learn:

• His strategies for optimizing voice search and discovery.
• How to make your brand the best answer in search.
• His definition of what he calls “the truest sense of selling.”
• How to position your brand all along the various points of the customer journey.
• How to become “the featured snippet” on Google search.
• His bold predictions about the paradigm shifts he sees on the MarTech horizon.

TO LEARN MORE ABOUT YEXT, CLICK HERE.

TO FIND DUANE FORRESTER ON LINKEDIN, CLICK HERE.

Adam Anderson is CSO of Element Security Group. His 15 years of entrepreneurial startup experience and his knowledge Enterprise Cyber Defense gives him a window into what’s wrong with communication between large and small companies. He combined this knowledge and the good works from the National Institute of Standards and Technology’s Cyber Security Framework to co-author the book Small Business Cyber Security: Your Customers Can Trust You…Right? This book was later turned into an online class by Clemson University, where he is a scholar in residence. Adam is also the author of The Monster Within and co-founded a peer advisory board for chief security officers of Fortune 500 companies. This mix of small and large businesses has positioned Adam as one of the few people in the world to understand the complete supply chain of cyber security.

Listen And Learn:

• Why you never want to plot our your cybersecurity strategy in a highly emotional state.
• Adam’s recommendations for what to look for when getting a cybersecurity insurance policy.
• About the danger of buying into “the illusion of security.”
• How it only takes just 15 minutes to ensure that cybersecurity is included in your strategic plan.
• About the importance to having a business continuity plan in place that includes strategies for cybersecurity.

TO LEARN MORE ABOUT ELEMENT SECURITY GROUP, CLICK HERE.

TO FIND ADAM ANDERSON ON LINKEDIN, CLICK HERE.

Anita is the founder and CEO of CabinetM, a marketing technology management company. CabinetM’s platform makes it easy to find and manage marketing technology. She has spent most of her career as a high tech marketer working for companies from inception to M&A and IPO, and has had extensive experience addressing the marketing challenges that come with fast-growing businesses. In addition to her marketing roles, Anita ran FashionPlaytes, a B2C commerce and gaming company, and co-led Boston Golden Seeds an angel investment group that invests in women-led businesses. She continues to be an active member of the Boston start-up ecosystem as a MassVentures board member, MassChallenge judge, and start-up investor and mentor.

Listen And Learn:

• The unique strategic, operational, and marketing challenges facing high-growth, early-stage businesses.
• Strategies for full-market penetration.
• How to make sense of the enormous database of MarTech products available.
• How the “landscape has exploded.”
• How to choose the right MarTech tool for you.

TO LEARN MORE ABOUT CABINETM, CLICK HERE.

TO FIND ANITA BREARTON ON LINKEDIN, CLICK HERE.

Jason Hsaio is the chief video officer and co-Founder of Animoto (animoto.com), an award-winning online video maker that makes it easy for anyone to create a professional-quality video. Used by millions of consumers, businesses, photographers, and educators, Animoto is deeply rooted in the belief that making videos should be simple, cost-effective, and accessible to everyone. Prior to Animoto, Jason served as a television producer for MTV Networks.

Listen And Learn: 

• Video is probably one of the most effective forms of communication and can do just about everything.
• Why video is the best way to convey the most authentic version of you and your brand.
• The strategy behind saving the best for first, not last.
• The most important element of any video.
• How video can help garner qualified leads to grow your business.
• Ways to promote a service through a video marketing strategy.

TO LEARN MORE ABOUT ANIMOTO, CLICK HERE.

TO FIND JASON HSAIO ON LINKEDIN, CLICK HERE.

“Social media has by far the best ROI for any advertising that’s out there.”

Michael Koral, a sales and marketing expert, is the co-founder and COO at Needls.com, a social media advertising platform that allows businesses to automatically create, target, and optimize digital ads. Michael leads customer acquisition and operations at Needls. He and his team automate the creation, curation, and optimization of digital ads across Facebook, Twitter, and Instagram through the deployment of the Needls purchase intent engine that monitors social media conversations.

Listen And Learn:

• How click through rates double when a video is more natural.
• How authenticity creates an entrance to a brand.
• About the importance of always – and instantly – responding to customer comments and questions.
• The differences in engagement between a static image ad and a video ad.
• Video advertising has three times the ROI of a static image ad.
• The nuances of pixel code strategies behind social advertising.

TO LEARN MORE ABOUT NEEDLS.COM, CLICK HERE.

TO FIND MICHAEL KORAL ON LINKEDIN, CLICK HERE.

Tricia Halsey is co-founder and executive director of The Big Idea Project, a company in Denver that is “solving the leadership crisis” in our nation by “raising up a generation of generous leaders who are unafraid to creatively solve challenging social problems.” Tricia builds leaders, teams, and organizations. Wherever she looks, she sees untapped potential and a vision for what could be. She brings the right people to the table and facilitates synergistic connections where all people feel valued, heard, and inspired to do good. Her specialties include building ideas from concept to implementation, developing creative strategies, selling a common cause, enlisting the support and involvement of others, team leadership, building trusting relationships, communicating effectively across differences, and program/project management.

Listen And Learn:

• About the “three lenses” that define the Generous Leadership paradigm.
• How to work from a place of abundance and empathy.
• Finding the sacred in what you do.
• Why good leadership comes from a place of being, not from a place of doing.
• Why leadership is not about making better workers, but rather about making better people.
• A leader has to be the person they want others to be.

TO LEARN MORE ABOUT THE BIG IDEA PROJECT, CLICK HERE.

TO FIND TRICIA HALSEY ON LINKEDIN, CLICK HERE.