The Loudspeaker

Today we will be discussing the PESO model, which stands for Paid, Earned, Shared, and Owned Media, with Jacob Crompton-Schreiber, a senior account manager here at Publicize. In this episode, we break down the differences between Paid, Earned, Shared, and Owned Media, how they can be measured, and how Publicize decides what type of media to focus on first when we take on a new client. Jacob also gives his predictions of Paid, Earned, Shared, and Owned Media for the second half of 2021.

Kristin Marquet is the Owner of Marquet Media, a PR, analytics, and digital marketing firm in New York. She joins us today to discuss the biggest mistakes companies make when trying to convert leads to sales. In this episode, we cover some of the most common mistakes relating to copy, how a business can effectively qualify prospects, and how being too pushy while trying to educate prospects in the middle of the funnel can scare them off. 

Will Blesch is the Founder and Owner of Vertical Content, a company that helps its clients generate qualified leads, gain visibility, and reduce customer churn through effective content. In this episode, we cover the importance of extensive market research, and how to conduct it with a low budget, the different types of content used for each stage of the content marketing funnel, and advice when it comes to recruiting or sourcing writers. 

This week we are joined by Jonathan Franchell, CEO of Ironpaper, a B2B growth agency. Jonathan helps B2B companies achieve growth through qualified lead generation, and in today's episode he takes us on a journey from the top of the B2B marketing funnel to the bottom, breaking down each stage on the way. In this episode, we discuss the difference between B2B funnels and B2C funnels and why this distinction is important, how content fits into the overall role of these funnels, and the mistakes B2B companies make when addressing buyers at each point of the funnel.

Kristyna Mazankova is the Head of PR for SatoshiLabs, the inventors of Trezor, the original cryptocurrency hardware wallet. She joins us on the show to discuss how they have secured PR for the company. In this episode, we cover how their owned media has boosted their PR, how they build trust in an industry that is rife with scammers, and how the company uses blockchain and Bitcoin news to gain extra PR through newsjacking.

Jackie Hermes is the Founder & CEO of Accelity Marketing, a full-service B2B marketing agency. She joins us on the show to discuss how they have adapted to the new customer environment and how other businesses can better adapt. In this episode, we cover how different industries have been impacted by the pandemic, why Jackie believes it is important to expand beyond email marketing as a business, and what advice she has for marketers who are trying to adapt to this new environment.

Ximena Aleman is the co-founder & CEO of Prometeo, a Latin American open banking system. She joins us to discuss how to we are moving to a cashless society. In this episode, we go over how we saw a change in the way that customers pay for products, examples of companies that are setting the trend when it comes to offering vast methods of payment, and whether or not companies should accept Bitcoin as a method of payment. 

Geoff Crain is the Digital Director of Kingstar Media, an advertising agency in Canada that uses multi-platform media solutions to help customers emerge in the Canadian market. Alongside Geoff, we are also joined by Adam Seaborn, the Director of Sales and Media Operations at Kingstar Media. They join us on the show to discuss how customers' needs have changed since the start of the pandemic and how they have adapted as a company. In this episode, we cover how Kingstar media has changed its strategy since the start of the pandemic, if they believe the impact of these changes will last beyond COVID, advice for marketing professionals who are trying to adapt to this new environment.

Freddie Frances, Growth Consultant here at Publicize, joins us on the show to discuss how his sales calls have changed since the start of the pandemic. In this episode, we cover the psychological mindset of prospects in 2020 compared to 2021, why a good salesperson shouldn't just agree with a prospect, but instead challenge and educate them, and advice that helped Freddie sell throughout the pandemic.

Ken Kerry is the Co-founder and Executive Creative Director at Script to Screens, a Strategic Response Agency with a specialty in creating results-driven Long Form and Short Form DRTV and online digital content. He joins us on the show to discuss how to use webinars to drive business. In this episode, we cover why a business would want to conduct a webinar or online conference, what changes we have seen in attendance of webinars and online conferences since the start of the pandemic, and what advice he has for anyone interested in launching their own webinar or online conference.