Are you running a startup company? Do you want to know the secret to building a good reputation?

For Salar Salahshoor, Head of Marketing at Shelf Engine, building strong brand awareness is critical. But brand awareness is not just for brand recall. Find out more by listening to our podcast today!

"Reputation is everything. People connect and talk. If there's a startup like Shelf Engine, the news travels through the industry.

What do I focus on? I want to make sure that anyone considering technical solutions or digital transformation within the grocery space knows about Shelf Engine.

Number one, it's a big brand awareness challenge. How can we get our brand in front of many relevant people and make sure they understand who we are and what we do? Beyond that, we're looking to drive direct response and lead generation and build a pipeline.

What's most important is nurturing that reputation and getting out there."

- Salar Salahshoor, Head of Marketing, Shelf Engine

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“If you try to put 100% of your information into a piece of content, it's going to be too dense. It's going to be too complicated, and someone is only going to read 10% of it or 0% of it.

If you try to put 80% in, well, guess what, it's going to be more digestible now, and someone might read 70% of it or watch 70% of it. You can retarget them with something else down the line and you fill in that extra 30%.

Get them in the door, get them hooked on something, and then you can fill in the gaps later once you've sold them on your story.”

- Erik Schmidt

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Raise your hand if you’re a content creator who wants to produce all types of content. 🙋

In an ideal world, we would like to create viral or trending content, but we're sometimes faced with difficult challenges, like time or manpower constraints. 

In today's episode, we're joined by Alissa Rogers, Senior Content Manager at Raken. Listen now to know more about content strategy and scaling your content team.

“What we've learned about scalability is you don't need a huge content team to start. You don't need 6 writers, 12 designers. It's just about creating quality and consistent content. That's the big thing.

Where I've really taken our content strategy is trying to be very thoughtful and smart about how we're creating it.

Instead of trying to do anything and everything, create one high-value piece of content that's relevant. Content, in general, is moving towards a direction where it's about quality and value overselling.” 

- Alissa Rogers, Senior Content Manager, Raken

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“It starts with identifying a great customer who has a real hero's journey story, and they all do actually. Food entrepreneurs have really great stories. We start by figuring out what their growth trajectory has been since launching their brand and what the process has been for them breaking into retail.

What are their lessons learned?
What are the challenges along the way?
What were the big breaks that got them nationally on retail shelves?
And then what did they do after that?

Our goal is to be inspiring to other entrepreneurs about those journeys, but also to tell tangible takeaways for navigating the retail space.”

- Samantha Johnston, Crisp

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When you see viral content, it is tempting to try and replicate the same thing. When it comes to content creation, it is essential to produce content that caters to your target personas. 

Want to learn more on how to get started with personalizing your content? Listen to our podcast today and get awesome insights from our guest, Cara Bell, Content Marketing Manager at Sketchup.

“Our product team takes the lead in developing personas. They're out there. They're talking to customers.

How are you using SketchUp?
What are you using it for?
What are some pain points?

We are validating some of these statements and making sure what we  write resonates with them.” 

- Cara Bell, Content Marketing Manager, SketchUp

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We've talked to the same three customers the last year about everything we've done. That'll alleviate any bottlenecks that you have on the sales side. You end up, without knowing it, removing roadblocks well in advance."

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To listen to more The Life-Long Customer podcast episodes, follow us on LinkedIn
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“Data-driven growth and marketing is a mentality that can benefit both growth decisions and daily operations.

It's not only about using data to understand our users, design the marketing campaign, and test creatives. It's also about using data in day-to-day operations for better efficiency and alignment.

For example, we have brainstorms every quarter. After the brainstorms, we use an ROI approach to determine which project we should focus on. Otter right is a very lean team. We need to stay hyper-focused and work on the most efficient things.

In addition to users also interested in the marketing programs, we also use data in our day-to-day operations.”

- Chang Chen, Head of Growth & Marketing, Otter.ai

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How B2B Marketers Should Approach Brand Marketing In 2021

"Growth marketing is like asking someone on a date. Brand marketing is the reason they say yes. Brand marketing is everything that a company is doing to represent itself; just as your personal brand is everything you do to represent yourself. It's the feeling people get when they're around you."

- Nat Brown-Lennox, Head of Brand Marketing, Invoice2Go

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“You need to get out there and you've got to talk to your customers, hear their stories and understand what their journey is before you start jumping in and creating marketing strategies around it.”

- Kasey Steinbrinck, Senior Content Manager, Pathwire

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“We took a system to market with some very highly developed, super sophisticated algorithms. We were so good that we were detecting objects and sometimes we were sending a false alert, that false alert was not acceptable to our agency partners. And they told us that loud and clear that, hey we can't operate with false alerts because we don't know how to react.

Sometimes they trigger law enforcement, sometimes they have to take another action. What they didn't say to us was go fix your algorithm. They said give me alerts that I can trust and then I'll trust you enough to deploy your technology. We took that information, it's a pretty simple mandate from the customer.

We went back, came up with a very novel approach to ensure our accuracy to nearly 100%. Once the fear of the false alert was addressed by the customer. They began to riff on all of the other things they can do to add other layers of protection to the drivers and their community.”

- Andrew Markese

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To listen to more The Life-Long Customer podcast episodes, follow us on LinkedIn
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Follow the host Brad Hammond https://www.linkedin.com/in/brad-hammond

#thelifelongcustomerpodcast #customerjourney #marketingleadership #b2bmarketing