The Business of Digital Podcast

Do you do monthly or yearly reporting for your job? Does your agency provide you reports? Does anyone trust them or do you ask questions? Listen to why you should always ask questions on any reported data!

Dave isn't quite sure how he came across this thread on Twitter but lucky for us he did. Here is the thread that promoted Louisville over Florida State and other ACC schools.

What jumped out to him was that someone had picked 2014 as the starting year for the graphic. Why 2014? This was posted in 2020 so why not go back one recruiting class (4 years) or a decade (10 years). Why did they pick 2014? There must be some motive and data that skews in favor of Louisville with that date right? And he was correct!

Recruiting Data for Colleges

Below are links to all the recent draft picks for the three schools in the graphic. Note how from 2000-2013 Louisville didn't have many draft picks, let alone first rounders!

Florida StateClemsonLouisville

Monthly, Quarterly and Yearly Reporting

With COVID you may be changing how and when you report. Know how trends, holidays, and just changes in the world outside of your business can impact reporting.

Also question those that choose certain time frames to report on. Is that a business decision or are they doing it to make their team/campaign/project look better than they should?

Internal Reporting

To get more budget for a project, campaign or channel you need to know your own data. There needs to be a report of "truth" and understanding between teams and people how data is pulled, calculated and reported.

Spend 30 minutes a week in Google Search Console & Bing Webmaster, Google Analtyics and in your CRM/Backend. Learn the data. Know the data.

Reports From Agencies

Does your agency present data you care about or do they make up metrics and data points? Are you all on the same page on what matters and what is a sale, lead and so on?

In the end you are responsible and need to know the data better than your consultant and agencies. Always ask for the raw data with reports and be sure to look at reports and data from PPC Agency, Social Media Agency, PR Agency, SEO Agency or anyone!

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt  and Dave roar. Hey guys, excited to be here with you on another one of these episodes of the business of digital podcast. Um, we're going to have a unique one for us today. We get to talk sports, Dave. Well, not just for,

Dave Rohrer: [00:00:25] I mean, when I saw it.

When I saw the tweet that started all this, I was like, that would be fun. And an excuse for us to talk college football.

Matt Siltala: [00:00:33] I mean, we need to talk about something sports related right now with no sports going on or at least like barely starting up again. I don't know. Anyway, I think we're going to go with the title of a always questioned the data or always questioned data

Dave Rohrer: [00:00:49] like that is better.

Matt Siltala: [00:00:50] All right. Always question the data, but, uh, yeah, go ahead. And, uh, And, uh, start us off Dave and let us know what, what prompted you to this? [00:01:00] And we'll go from there.

Dave Rohrer: [00:01:01] I don't think this is a real Twitter account. It's the Vil? Nine six four zero seven two zero six four. Oh. I didn't even realize that before. Uh, what kind of account is that?

Is that like your, your phone number or something?

Matt Siltala: [00:01:18] I don't know.

Dave Rohrer: [00:01:19] That's weird,

Matt Siltala: [00:01:20] but I can't think that there's that many people wanting the Ville

Dave Rohrer: [00:01:24] now. No, but what started this? Isn't I don't even remember how I went down a rabbit hole, but there

Matt Siltala: [00:01:33] was for us to do that.

Dave Rohrer: [00:01:35] Yeah. I know. I don't spend that much time on Twitter these days.

So the fact that I got down this rabbit hole also shocked me, but it was something about some recruit. And actually it was like, some of it was from a year ago and then people were talking about it, yada, yada.

Mark Barrera joins for the final episode of our Leadership Series. The episode digs into running an agency vs. consulting vs. leading an in-house team, managing remote teams in 2020 & more.

Marketing Leadership With Mark Barrera

The final episode of our Leadership Series has the guys digging into running an agency vs. consulting vs. leading an in-house team. The conversation of course also digs into tips and ways to better manage remote teams as 2020 has changed how teams work together among a host of other topics.

Leadership Series Guests & Episodes

Building and Hiring Digital Teams W/ Sean McGinnisManaging Marketing Teams W/ Lauren VaccarelloLeadership & Growth W/ Amanda OrsonLeadership & Teams W/ Mark Barrera

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt  and Dave roar. Hey guys, excited to have you join us on another one of these business of digital podcast, uh, grateful for, uh, you always, uh, you know, the listeners you guys are what make us do this. And so, uh, I think we've got Dave over there somewhere.

How's it going? Dave,

Dave Rohrer: [00:00:24] hiding in my house for more construction.

Matt Siltala: [00:00:28] So. We're continuing this series, Dave. And, uh, today we have, uh, Mark Barrera with us. Okay. And, uh, we were just chatting about, uh, in March probably going to be mad that I share this because it's, he's not the kind of person that. That, uh, he, he's the kind of person that does

these things behind the scenes to not get recognition.

But, uh, we were talking about, we were at a pub con in Hawaii at one point, and

Dave Rohrer: [00:00:50] this was like 10 years ago. Most.

Matt Siltala: [00:00:52] Yeah. And, and, uh, he had paid for a bill with what, like 40 or 50 people

Dave Rohrer: [00:00:58] don't say how much doesn't matter.

[00:01:00] Matt Siltala: [00:01:01] But, uh, he had paid the bill and I didn't know that until we were chatting about that right now, but I've been on many sessions with Mark and we've we've, uh, Been around the block, so to speak, but Mark rare right now he is head of SEO at trust radius and, uh, other things as well.

And I'm going to let Mark go ahead and just introduce himself with whatever else he wants to our listeners. But Mark, thanks for joining us.

Mark Barrera: [00:01:24] Yeah. Thanks for having me guys. It's it's fun to talk about 10 years ago.

Matt Siltala: [00:01:29] Finally. Finally, I can thank you.

Mark Barrera: [00:01:31] Well, one day we'll all get together again and have another,

Matt Siltala: [00:01:34] Oh man, I look forward to that.

Mark Barrera: [00:01:35] Yeah. So just, just quick synopsis of me, I'm like you guys have been doing it forever. So, um, I've kind of been primarily on the agency side for about a decade and then ventured out to the in house side for the last Oh four years. Give or take. Now, uh, previously was that Ziff Davis running SEO for PC mag, Mashable black friday.com offers.com a whole host of [00:02:00] sites over there.

And then as mentioned, uh, running SEO over at TrustRadius right now.

Matt Siltala: [00:02:06] And, and what is trust radius right now? Or what, what is it that, how would you describe?

Mark Barrera: [00:02:11] Yeah, so we, we are a, a peer review platform for B2B. So anyone looking to buy software, uh, enterprise software, that type of thing, and you want to figure out what's going to be best for you.

We have some of the best, highest quality reviews, uh, in the space so that you can come figure out which products is gonna match your needs and then help you along in that buying decision. So that. You're not wasting all that money when you invest in the SATs.

Matt Siltala: [00:02:37] Awesome.

Mark Barrera: [00:02:37] Very good. So competing with the likes of Gartner and G2 and that world.

Matt Siltala: [00:02:43] Very, very cool. All right, Dave. Well, um, this is, this is a series that you put together, my friend. And so I'm going to let you, uh, jump in here with Mark and, and to get this thing rolling.

Dave R

The Leadership Series continues with Amanda Orson, Head of North America at Curve. Amanda's background is in technical marketing, SEO-driven growth and so much more.

In this 3rd episode of the Leadership Series we are joined by Amanda Orson. She has been involved in affiliate marketing, SEO, growth marketing and much more. Her background is likely quite unique and her insights from it can help all of us be better managers, leaders and people (so says Dave!).

Military, Firefighting & EMT Background

From leadership, following, and training what has she taken away from them? Anything good? Anything bad?

The answer is a bit complicated and best answered by the transcript or listening to the episode. So hit play and listen!

Leadership Series Guests & Episodes

Building and Hiring Digital Teams W/ Sean McGinnisManaging Marketing Teams W/ Lauren VaccarelloLeadership & Growth W/ Amanda OrsonLeadership & Teams W/ Mark Barrera

How to Power Through a "No" in the Office

Amanda talks through how she refuses to takes no from a coworker or stakeholder and works to make it a yes. People will say no to projects, feature requests, and just overall any changes in the office for a number of reasons. Listen and hear how she works through objections to win over approval and that Yes in the end for her requests.

Founder vs. Manager

Does that impact your interview and hiring?As in do you approach things differently depending on your role? (in good or bad way) As founder I imagine you have a bigger longer term vision so that could impact hiring where Manager is worried more about that project/quarter and maybe that year.

For Amanda she sees things a bit differently than some others and approaches projects and jobs the same way. Listen and around the 15 minute mark Amanda will dig in and walk your though how she approaches this question.

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt  and Dave roar. Hey guys, excited to have everyone join us on another one of these business of digital podcast episodes. Um, I think we got Dave over there, I'm going to catch him off guard. Cause I saw that he put himself on mute and I loved doing that to him, but I was gone, Dave,

Dave Rohrer: [00:00:24] it's going beeping.

Well,

Matt Siltala: [00:00:26] I wanted to get that out of there because we're going to hear a beep in today from Dave because neighbors

Dave Rohrer: [00:00:34] pretty much doomed all summer. You are

Matt Siltala: [00:00:37] well, let's talk about the good stuff that, uh, you know, the, the good news for today. We actually have a special guest. I'm very excited to, um, Talk with Amanda, Amanda Orson, head of North America curve.

And Amanda, I do appreciate you taking the time to join us and, uh, talk, uh, you know, talk with us this morning. So welcome.

Amanda Orson: [00:00:56] Thank you for having me.

Matt Siltala: [00:00:58] And so, um, before we really [00:01:00] jump into anything, um, maybe just take a few minutes and let people know exactly what you want us to know about you and what head of North America curd means.

And we'll just go from there.

Amanda Orson: [00:01:09] Sure. So, uh, I'll start with the latter first head of North America. Curved means that my job is to launch and expand curve. Which is a UK based FinTech company in the United States curve is a $250 million company in the UK. We have over a million customers and over 800,000 cards issued.

Um, basically it's an, all your cards in one proposition and the UK right now, we're working on what that product construct will look like specifically for the U S our regulations, as you might imagine, are a little bit different. And, uh, yeah, we hope to launch in beta. At the end of this year, the wait list is currently open and a full consumer launch.

We'll probably be at the top of next year. Awesome. That's

Matt Siltala: [00:01:50] great. Well, I'm going to hand it over to Dave and let Dave kick this off and what we wanted, you know, we're doing this little, uh,

Lauren Vaccarello joins the Leadership Series to dig into managing and building Enterprise Marketing Teams and dealing with remote & COVID-19 among many other topics.

As we continued the Leadership Series we were joined by the CMO of Talend, Lauren Vaccarello who has also been at Salesforce, AdRoll, Box and many other small and large companies.

Early PPC and Bid Gapping

Dave prods Lauren a bit to go down memory lane to talk about GoTo, Overture and bid gapping. Back when CPCs were $0.15 to $0.20 and no more than $1.00. For more on the history of paid search check out our episode with Jim Banks.

Leadership Series Guests & Episodes

Building and Hiring Digital Teams W/ Sean McGinnisManaging Marketing Teams W/ Lauren VaccarelloLeadership & Growth W/ Amanda OrsonLeadership & Teams W/ Mark Barrera

Large Marketing Teams vs. Small Marketing Teams

What gets you to 5 million is not what gets you to 10 million in revenue isn't what gets you to 100 million which is not what gets you to 1 billion in revenue. Along the way your strategies have to change. The skill-sets and the people are just different.- Lauren Vaccarello

When you need generalists, specialists and even a CMO change depending on where you are. When you are starting out you really need a doer that can dig into everything and scrap, not a CMO like Lauren to manage things.

Big Picture vs. Small Picture

Eventually your team will grow to the point where you will need someone that sees outside of a silo and beyond just the Marketing Team but see how everything in the company touches other things.

Small changes to a form can increase form fills but could make it so that the Sales team and operations are unable to do their job now!

Technology in Marketing aka Marketing Tech Stacks

The group digs into where Lauren sees the Marketing Stack, how she deals with it at mid to enterprise size companies and just the ups/downs that come along with it.

Internal Promotion vs. Hired Leader

The topic moves into walking through the good and bad of moving up itnernally at a company to becoming leadership compared to being hired to lead a team externally.

Lauren walks through how to build credibility, attract talent and how she has handled doing both over the years.

Remote Teams in 2020

Lauren gives some examples that she and others at Talend have done in recent months to lead in 2020 with sudden remote teams and COVID-19. From video happy hours on Zoom to a morning video to more one on ones, listen to get ideas and insight into all the ways Talend and Lauren are handling the sudden 100% remote situation.

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt  and Dave roar. Hey guys, excited to have you join us on another one of these business of digital podcast episodes. Uh, as always, we have my trusty cohost over there, Dave, how's it going?

Dave Rohrer: [00:00:19] It is going

Matt Siltala: [00:00:20] now today.

We also have a special guest. I'd like to introduce everyone to, uh, Lauren Becker, Ello. Hello Lauren. So Lauren, you're the COO of talent and I will let you kind of get into all of your duties, so to speak and share with our audience, whatever you want to. Them to know about yourself, but I do appreciate you taking the time to join us and talk about, uh, you know, managing teams and, and a lot of the in house type stuff.

And so I do appreciate you taking this time and joining us on our podcast. And, uh, so I'll just turn it over to you. And then Dave, uh, you can jump in with your questions.

Lauren Vaccarello: [00:00:57] Sounds great. Now I'm really, really excited to be here. [00:01:00] Um, love the podcast. Uh, I give you a little bit about me and backgrounds. So I'm the CMO, uh, uh, talent.

We're a leading data integration and integrity company. Uh, so we focus on things like, do you have the right data? Do you have it in real time? Do you trust your data? What's your overall quality and how do you make decisions on it? Which. I think as a marketer, one of our biggest

In this episode Sean McGinnis joined us to talk about not just leadership, but building and hiring marketing teams to rock your goals and digital projects.

Hiring and Building Digital Teams

The first of the Leadership Series episodes was with long time friend Sean McGinnis. His background is diverse as are the industries he has worked in.

The episode touches on a number of leadership topics but our goal was to really focus in on hiring and building digital marketing teams.

Note: we had echo/background sound as we started to try and record. We made a ton of changes and thought we had fixed it. A few weeks later as we edited and reviewed the recordings all together we realized - we didn't fully fix the issues! Hopefully Dave's novice editing skills were enough to hide it (mostly) from you.

Leadership Series Guests & Episodes

Building and Hiring Digital Teams W/ Sean McGinnisManaging Marketing Teams W/ Lauren VaccarelloLeadership & Growth W/ Amanda OrsonLeadership & Teams W/ Mark Barrera

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt Dilla and Dave roar. Hey guys, excited to have you here on another one of these business of digital podcast episodes. And, um, today we have a fun one. I know there's going to be a fun one because we always chat with each other and our guests, if we have them beforehand and before we start recording and.

Um, today we have Sean McGuinness with us. And, uh, right now I'm just gonna kind of just pass it over to you, Sean, because you have a title that would make me lose my breath. And so I'm just gonna pass it over to you and just let us know what you want the people to know about. And then we'll talk about what we're, why we have you on today.

But, but again, thank you for being on with us today.

Sean McGinnis: [00:00:50] It's great to be here, Matt. I appreciate it. So technically my title is senior vice president, head of marketing e-commerce and customer experience at a direct consumer company called [00:01:00] Kourou footwear. We are a DTC e-comm player in based in salt Lake city.

We've been around for over a decade and we sell shoes that help customers eliminate foot pain.

Matt Siltala: [00:01:11] That's beautiful. Actually, you have that down too.

Sean McGinnis: [00:01:14] Yeah, I watched that a few times,

Matt Siltala: [00:01:17] but I know that, um, and again, I, you know, I think we got Dave on here somewhere over there. If he's not like flushing spiders or something, but

Dave Rohrer: [00:01:26] killing insects that are driving me crazy.

Matt Siltala: [00:01:28] But, um, I know the day wanted to have you on Shawn, um, talk specifically in house and, uh, get into all that good stuff. We've got a ton of notes to go over. So I'm going to kind of just hand it over to Dave and. Let him jump into what he wanted to chat with you about. And then we'll

Sean McGinnis: [00:01:42] go from there. Sounds good.

Dave Rohrer: [00:01:43] Just additional context. So this is part of a series where we're talking to, um, leadership executives, um, founders at agencies, and some in house positions across the board and really digging into. [00:02:00] Building marketing teams, or even just digital teams or dev teams. And, you know, I mean, like Sean's over eight different things or four different things right now, he's been over lots of different teams in the past.

And the whole goal is to really dig into one aspect each time with one person. And with Shawn, who's done this quite a few times building and hiring digital teams is kind of where we're going to focus today. Cause Sean, you've done that at Sears. You're doing it now. Um, where was the place you were just at before

Sean McGinnis: [00:02:34] clearly?

Clearlink and then Kelly co

Dave Rohrer: [00:02:36] and Kelly co you did the same thing

Matt Siltala: [00:02:38] clearly. Sears didn't listen to you

anyway.

Dave Rohrer: [00:02:45] It's just one. We were at what? Sears

Sean McGinnis: [00:02:47] parts, parts direct. Yeah. Steers par