“Marketers today need to dive in there, get creative, and get involved enmeshed to reveal brand insights. 

I have worked with plenty of phenomenal agencies. They can be very expensive. Kick-starting a brand can be done in-house.

Look to building a brand in an objective sense. Go by competitive insights, market insights, and customer insights. Speak to internal stakeholders. Understand the company, the product, and the market. The creative ideas and the brand ideas will reveal themselves.

You are not starting from scratch if you take a research-minded approach.”

- Patrick Barrett, Vice President of Marketing, Eton Solutions LP

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“How do we elevate the content but meet these two audiences at the same time? I'm always thinking that when I'm working with my writers. When I'm writing, when I'm working with the strategist inside the organization: “What are we going to do?” More importantly, “how are we going to say it? What is the form factor that it's going to be delivered?” 

Those are always the same questions every single time no matter what we do in marketing, how we're going to execute those questions we need to answer.” 

- Ty Levine, Chief Marketing Officer, HALO Diagnostics

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As the saying goes, you should 💯walk the talk!💯

In today’s podcast, we talk with Worksome’s VP of Marketing and Brand, Jen Harvey. Jen shares important aspects in branding. For Harvey, authentic brand building and actually providing value for your customers can help you better market your brand/product.

🎧Listen to our podcast today and learn about marketing, branding, and more!🎧

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“Building a database of the people in your space that are the trade press and the media as well as your local business press is a really worthwhile exercise. It might feel a little tedious, but get that list and be constantly with news going out to them.

If you're able to go to them with trusted information, you're not just trying to sell, it's not a product pitch, you've got real true experts that they can speak to, you're going to become one of their go-to sources. ”

- Pam Boiros, CMO, MeQuilibrium

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“The single biggest one is test, test, test. Everything you do you should treat as a test. Go back to your grade school science classes. What's my hypothesis going into it? What are my things I'm measuring to be able to gauge success or failure? What is my post-op on that? When we're going and doing a view of what worked and what doesn't, what does that look like? Start building a sheet or a document or whatever that has those priorities of things that you want to implement and tests on it, and constantly stay on top of that and shuffle those based off of changing needs.” 

#growthmarketing #startupmarketing

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According to Emily Figg, B2B marketers absolutely must leverage their sales team to gather the best customer success stories.

“I always start with my sales team because they are the first touch point with our customers. 

After every time we close a new piece of business, I'll sit down with the sales rep and I'll say:

"Tell me where it started.”

“Where did they come from?”

“Did we meet them at an event or did they find us from Google?”

“What were they specifically asking for?”

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“Sometimes as marketers, and I'll call myself out, are a little bit guilty of just going forward and it's business as usual. This is our persona. This is who we're serving. We're just going to keep doing it this way.

We've got to constantly check ourselves, optimize and then recheck ourselves.

Listen to that outside perspective, whether it's customers, partners, or analysts.

Just make sure we get a really good mix of those outside perspectives. Then stay on track, and make sure that we're putting out helpful content.”

We developed an experience that we call the “responsive weekly.”

It's a two-part thing that happens every week. It's a Tuesday email that introduces a topic that's important to our audience and gives a curated list of resources about that topic. 

Then on Thursdays, we have a 30-minute Zoom call about that topic. Usually, I do an interview with an expert and then the community chimes in, in the chat and asks their questions and offers their own experiences and just engages however they want to. 

We do that every week, and it's been so much fun.”

- Megan Donahue, Virtuous

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“A piece of quality content should teach someone how to do something from A to Z. One of my biggest pet peeves - and I see this happen all the time, is when people write very general statements that are obviously true but that most people already know” 

- Bogdan Zlatkov, Senior Content Marketing Manager,  Aurora Solar

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❗There’s more to marketing than good PR.❗

John Jefferies, CMO of CipherTrace, shares his insights.

“I think it's critically important to be authentic. Earlier in one's career, you think you need to look a certain way or speak a certain way to project where you want to be in your career. I think it's much more powerful to be who you are and speak from your true voice.

Maybe not everyone's going to like that. Maybe they won't. But those that do, they like it much more. I think it's important to be very authentic, and also give back. Don't be a taker in a relationship with your customer to make sure there's a solid give and take and that you're adding real value along the way.”

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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