The Customer Engagement Lab

The Customer Engagement Lab

By PandaDocBusinessEntrepreneurshipMarketing
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The Customer Engagement Lab episodes

  • Easier than buying a Tesla: how to fix your CX with one new hire
    Travis sits down with Nick Cisko, Customer Experience Lead at PandaDoc, to talk about how he works to create a better buying experience for PandaDoc prospects. We discuss how if businesses want to really see, understand, and fix areas of customer friction -- then they need a dedicated CX person with no biases. Stick around for the end of the episode when Nick and I play a fun game to see where he stands on some of the hottest topics in CX.
    42 min
  • Pausing Episodes for Ukraine

    Heya CEL Podcast friends!

    Out of respect to our friends and colleagues in the Ukraine. We are taking a brief pause on posting new content for our show.

    We hope you understand due to the circumstances.

    You'll be hearing from us soon -- stay tuned.

    ================================================================

    If you'd like to support a humanitarian effort please do so here: https://novaukraine.org/

    2 min
  • Publicity stunts, Super Bowl Ads, & email prospecting to reach unaware buyers

    In this episode, Travis, Carmen, & Jed focus on selling and advertising to unaware buyers that have never heard of you or your solution. How do you make them aware? How should you sell to them? How do you get them to notice you To remember you?

    You’ll hear from Jed Mahrle, PandaDoc’s Global Manager of Outbound Sales Development as he distinguishes between emailing aware vs. unaware prospects. We learn why his strategy for the unaware works so well for him and his team and how you can do it too.

    Also, on this episode — Travis chats with Carmen Zita, PandaDoc’s Brand Ops Manager about something that’s very relevant right now — Super Bowl commercials. She goes over the secret formula of successfully nailing a $6.5 million ad. Together they preview 3 Super Bowl ad teasers and predict which ones they think will do well and which ones will do poorly based on this formula.

    Travis focuses on a perfectly executed publicity stunt from the now popular dating app, Thursday. And how an intern with a $35 budget helped the company become one of the top 100 social media apps in the world.

    26 min
  • TikTok Strategies for B2B Brands with Todd Clouser
    In this episode, Travis sits down with "Ya Boi Tucker" a ridiculous persona created by Senior Brand Marketing Manager, Todd Clouser, from Refine Labs.
    Together Travis and Todd explore how Todd creates video content for Refine Labs to build an audience and brand awareness for the explosive marketing agency.
    Todd explains how he creates his TikToks, what goes into the overarching strategy, and how to make it a genuine channel for audience growth.
    43 min
  • Surviving & leveraging PR scandals/triggers in marketing + sales
    In this episode, I explore the greatest PR scandal comeback story in recent history. Airbnb laid off 25% of its workforce and then, 15 months later, IPO'd. And their numbers are better than ever because of really thoughtful and smart leadership. While this is less of a scandal and more of a PR hardship, it's a lesson in how to avoid a scandal and keep your business resilient during tough times.
    Later, Jed shares his tips for successful outreach when a prospect experiences both good and bad PR moments. He calls them outreach "triggers" that can be used for personalized targeting when building your prospecting lists.
    Lastly, Carmen and Travis discuss how Better.com leadership failed to take corrective action when their CEO fired 900+ employees on a single zoom call. Consider it the opposite of AirBnb's story. We explore the difference between resilient products that can withstand bad press and those that can't bounce back.
    21 min
  • Engaging and winning over free trial users with Shawn Herring
    In this episode, we find out how and why Shawn Herring implemented a B2B secret shopper experiment at PandaDoc.
    We uncover the biggest gaps and challenges that customers experienced when trying to buy PandaDoc's software. Shawn explains how beneficial it is to carve out a marketing role that is completely dedicated to fixing the buyers journey.
    Shawn tells us about how coupling prospect and customer data with his secret shopper experiment allowed marketing and product teams to come up with lots of solutions to make buying and using PandaDoc as a first-timer simpler and more useful during a free trial.
    39 min
  • Branding your way from cute startup to tech unicorn with Jack Shonkwiler

    We are entering a very interesting time in regards to how brands communicate with their audience, opting for a much more casual tone.

    The brand ads of today wouldn’t have stood a chance at being approved 30 years ago.

    On this episode, Travis speaks withJack Shonkwiler, Director of Brand and Digital Marketing at PandaDoc, about the limits of copy, website features that should never be used again, and tips to building a brand while also enabling demand gen.

    In this episode:

    • Pushing the limits of copy
  • The worst B2B website features
  • Building a brand & enabling demand gen
  • Non-profit vs for-profit marketing

    • Subscribe to The Customer Engagement Lab here and never wake up in a cold sweat worrying you missed an episode ever again.

    Listening on a desktop & can’t see the links? Just search for The Customer Engagement Lab in your favorite podcast player.

    42 min
  • Selling your heart out to software engineers with John Adams

    We have the first true software engineer, developer, and software architect on the show today. 

    And no, we’re not going to talk about tips for API products, but we will discuss changing tool providers, a distrust of advertorial websites, and the importance of quality materials in your swag. 

    On this episode, Travis speaks with friend and former colleague, John Adams, Principal Engineer at Fanatics, about awareness and expectations for post purchase. 

    In this episode:

    • Discussing awareness and product awareness w/ Twitter
  • Important steps to take post purchase
  • Distrusting advertorial websites

    • Subscribe to The Customer Engagement Lab here and never wake up in a cold sweat worrying you missed an episode ever again.

    Listening on a desktop & can’t see the links? Just search for The Customer Engagement Lab in your favorite podcast player.

    36 min
  • It's OK to be polite to salespeople when they call w/ Reid Anderson

    If you think sales is an easy job, try cold calling an angry CMO at 1:22 in the afternoon. 

    If you’re not too busy crying afterwards, it might be time to discuss what it really takes to be in sales.

    On this episode, Travis speaks with Reid Anderson, Enterprise Sales at PandaDoc, about overcoming adversity in sales and how to be more effective at cold calls, demoing, and negotiation. 

    In this episode:

    • How to detach from the outcome and make the next dial
  • Pulling the truth out of passionate responses
  • Facetime cold calling: genius or worst idea ever?

    • Subscribe to The Customer Engagement Lab here and never wake up in a cold sweat worrying you missed an episode ever again.

    Listening on a desktop & can’t see the links? Just search for The Customer Engagement Lab in your favorite podcast player.

    35 min
  • Don't Yell at Your Sales Enablement Team with Sally Weiss

    Sales enablement is often misunderstood — which probably explains why sales reps never stop yelling at enablement teams.

    So, what is sales enablement, really? 

    In the first episode since we bid farewell to Patrick, Travis catches up Sally Weiss , Sales Enablement Program Manager at PandaDoc , to find out what really goes into successful sales enablement.

    In this episode:

    • The true meaning of sales enablement
  • The plot of Sally White and the Seven Sales Dwarves 
  • The need for a therapy channel on Slack

    • Subscribe to The Customer Engagement Lab here and never wake up in a cold sweat worrying you missed an episode ever again.

    Listening on a desktop & can’t see the links? Just search for The Customer Engagement Lab in your favorite podcast player.

    37 min

About The Customer Engagement Lab

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Learn the most creative sales and marketing campaigns to attract and retain your customers with the PandaDoc podcast.