Hello listeners. Aaron is here to talk about a new format on The Purposeful Marketing Podcast. Once a month, we are inviting Kevin McClary, Thinker & Senior Performance Marketer at Gorilla 76 to discuss the hardest challenges, questions, and executions that performance marketers face in their day-to-day executions. In this Sixth installment, Aaron and Kevin go deep into Google Ads.

They emphasize the importance of considering the specific industry and target audience when deciding whether to invest in this channel. They both also highlight the significance of optimizing messaging and landing pages to improve conversion rates. They discuss the potential impact of AI-generated search results on the future of paid search and offer insights on tracking conversions effectively.

Subscribe to the ⁠⁠⁠⁠⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠⁠⁠⁠⁠

~Market with purpose for the everyday practitioner ~

Connect with the hosts:

⁠⁠⁠⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠James Boeckmann⁠

Connect with the guest:

Kevin McClary

⁠⁠⁠Do you need B2B podcast strategy and services?

What questions have entered your mind today? For the hosts, it's thinking about being a career partner.

Aaron, Mary, and James are back to reflect on the journey of B2B marketer parenthood with the brilliant Grace Wright, Strategy Director at Gorilla 76, and a friend close to their hearts!

Aaron sets the stage for the conversation by sharing the essence of the Purposeful Marketing Podcast—a space where candid conversations about ideas, challenges, and roadblocks unfold for B2B marketers.

Today's focus? Parenthood is a topic that hits home for Aaron, especially with the recent addition of Lucia, his daughter, as an honorary co-host on the show.

Enter Grace Wright, a seasoned marketer and a working parent. As Grace shares her experiences, the trio explores the profound impact of becoming a working parent on time management, priorities, and work-life integration. Grace provides valuable insights into the challenges of balancing a demanding career with the joys and responsibilities of parenting.

The conversation delves into the changes in time dynamics, the need for ruthless focus, and the art of setting clear boundaries. Mary chimes in with her perspective, emphasizing the importance of strategic time management and the discipline required to effectively balance family and work life.

James adds his unique viewpoint as someone evolving in his approach to time management, acknowledging the flexibility needed in a non-traditional work environment. The discussion unfolds organically, covering topics such as decision-making, psychological safety in the workplace, and the pivotal role of support networks.

The trio reflects on parenthood's transformation to one's professional life, emphasizing the need for purposeful choices.

Takeaways

Chapters

Subscribe to the ⁠⁠⁠⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠⁠⁠⁠

~Market with purpose for the everyday practitioner ~

Connect with the hosts:

⁠⁠⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠⁠⁠James Boeckmann

Connect with the guest:

Grace Wright

⁠⁠Do you need B2B podcast strategy and services?

Welcome back to the Purposeful Marketing podcast. Aaron is taking a break today, leaving the floor to Mary and James. The hosts reflect on season 3 of the podcast and how the journey so far setts the stage for a mindful 2024.

James provides a sneak peek into the podcast's evolution, breaking down the thematic seasons that have shaped the Purposeful Marketing narrative. Season One delved into the foundational principles, Season Two explored the practicalities of attribution, and now, in Season Three, we've been dissecting tactics with expert guests.

In this special standalone episode marking the end of the year, Mary and James embark on a unique "one thing" exercise. They share insights and observations gathered from the array of marketers featured in Season Three. The focus? The challenges, triumphs, and aspirations of these brilliant minds in the ever-evolving world of B2B marketing.

Mary highlights the brilliance of marketers, praising their intelligence and innovative ideas. However, she delves into the dichotomy many face – resource-strapped marketers versus those constrained by KPIs that may not align with their brilliant ideas. The conversation evolves into a thoughtful exploration of the challenges tied to KPIs, often limiting the creative ideation of marketers.

James and Mary engage in a candid discussion about the challenges marketers face, from resource constraints to the impact of narrow KPI focus. Mary encourages marketers to persist in having great ideas, documenting them for future exploration, and navigating the delicate balance between creativity and meeting KPI expectations.

The spotlight then shifts to strategic execution. Mary emphasizes the importance of executing more strategically rather than getting lost in a sea of tactical activities. The duo unpacks the gap between setting goals, defining KPIs, and formulating a strategic approach to bridge that divide.

The episode concludes with a deep dive into mindset challenges within organizations. James and Mary discuss the need for a mindset shift, especially in understanding and embracing paradoxes and contradictions within marketing strategies. As they explore the intricacies of intellectual engagement, the conversation becomes a call to action for marketers to navigate the complexities and contradictions inherent in their field.

Join Mary and James in this reflective and forward-looking episode as they bid adieu to Season Three and set the stage for an exciting and purposeful 2024 in the world of B2B marketing.

Tune in for insights, inspiration, and a fresh perspective on the evolving landscape of Purposeful Marketing!

Subscribe to the ⁠⁠⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠⁠⁠

~Market with purpose for the everyday practitioner ~

Connect with the hosts:

⁠⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠⁠James Boeckmann

⁠Do you need B2B podcast strategy and services?

Welcome back to the Purposeful Marketing Podcast! Trinity Nguyen, VP of Marketing at UserGems, joins Aaron, Mary, and James.

In this episode, we discuss pipeline anxiety – that unsettling feeling we all get when pondering the future of our sales funnel.

Why focus on pipeline anxiety in the first place? Trinity takes us back to UserGems' strategic shift, explaining how the team identified and addressed the need for a more descriptive narrative. Trinity narrates her journey into UserGems, from being the first business hire to shaping the product marketing strategy.

The result? A resonant message that struck a chord with their target audience amid the changing dynamics of the market.

⁠UserGems⁠ monitors customers' job changes, integrating seamlessly into CRMs and ensuring leads are directed to the right campaigns – a seemingly simple concept with profound implications for an entire revenue team.

Subscribe to the ⁠⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠⁠

~Market with purpose for the everyday practitioner ~

Connect with the hosts:

⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠James Boeckmann⁠

Connect with the guest:

Trinity Nguyen

Do you need B2B podcast strategy and services?

Summary

Welcome back to the Purposeful Marketing podcast. Today's episode features a new show format with a return guest, Caleb Rule.

The conversation explores the question of who owns the CRM and the different perspectives on this topic. The discussion covers the roles of IT, marketing, sales, and revenue operations in CRM ownership. It emphasizes the importance of scalability, governance, collaboration between departments, and how a strong leader ensures effective management and utilization of the CRM.

Tune in to this episode for an insightful and entertaining exploration of CRMs if you're CRM-curious!

Takeaways

Chapters

00:00 | Introduction

01:00 | Reading Posts from Marketers

04:28 | IT's Role in CRM Ownership

08:13 | The Role of Marketing and IT in CRM Ownership

09:09 |The Role of IT and Business Partnership

11:20 |The Role of RevOps in CRM Ownership

17:26 |The Role of Governance in CRM Ownership

20:08 |The Role of Marketing in CRM Ownership

24:26 | The Role of Sales in CRM Ownership

28:28 | The Role of Chief Revenue Officer in CRM Ownership

32:57 | Considerations for CRM Ownership

Subscribe to the ⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠

~Market with purpose for the everyday practitioner ~

Connect with the hosts:

⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠James Boeckmann

Connect with the guest:

Caleb Rule

What stops you from creating new types of content?

Welcome back, Purposeful Marketers! In this exciting Season 3 episode of the Purposeful Marketing Podcast, your hosts, Aaron, Mary, and James, ask the big questions about content creation, focusing on the changing landscape going into 2024. Joined by returning guest Joseph Lewin, Director of Growth at Proofpoint Marketing, the conversation takes an adventurous turn as they explore why marketers should be daring to try new types of content.

🚀 Episode Highlights:

🔍 Unpacking the Big Question:
Aaron kicks off the episode with a broad yet essential question: Why are marketers hesitating to create new types of content today? Joseph Lewin, an expert in the B2B space, shares insights into the challenges faced by marketers and the importance of experimentation.

🌐 Navigating the B2B Content Landscape:
Joseph emphasizes the need for B2B companies to step out of their comfort zones, highlighting the pitfalls of traditional content creation approaches. He stresses the value of trying new things, sharing stories of misguided investments and the necessity of small tests.

🎤 Evolution of Content Creators:
Mary joins the conversation, discussing her transition from a written content background to exploring new formats like TikTok and video podcasting. The trio delves into the authenticity brought by video formats and the power of branching out.

🌟 Building Authentic Relationships:
James adds a crucial perspective on the trend towards video and podcasts, emphasizing the importance of authenticity. The discussion turns to collaboration, a key element in content creation, and how these mediums encourage transparent and honest communication.

🎩 The Adventures of Indiana Joe:
Joseph shares the story behind his distinctive hat and its unexpected role in the creation of his latest podcast, Outbound. The conversation explores the impact of thematic elements in content, creating memorable and authentic connections with the audience.

🌐 Outbound Strategy Unveiled:
Joseph unravels the strategy behind Outbound, a podcast tailored for sales professionals in professional services. He explains how it diverges from conventional sales content, focusing on relationship-building and trust rather than traditional outbound tactics.

📈 Leveraging Multiple Platforms:
Aaron outlines a strategic framework, highlighting the synergy between the podcast, courses, and niche communities. Joseph delves into the importance of attention, affinity, and relationships in content creation, emphasizing the need for content that serves these purposes.

🚀 TikTok Triumph:
In a surprising twist, Joseph shares his recent success on TikTok, experiencing semi-viral content. He provides insights into his experimentation with homesteading content and its impact on his learning curve in the dynamic world of content creation.

Tune in to this episode for an insightful and entertaining exploration of the evolving content landscape and discover why embracing new frontiers in content creation is the key to success in 2024! 🌐✨

Subscribe to the ⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠

~Market with purpose for the everyday practitioner ~

Connect with the hosts:

⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠

⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠

⁠⁠⁠⁠James Boeckmann

Welcome back to the Purposeful Marketing Podcast! In this episode, hosts Aaron and Mary chat with Chris Carolan, Co-Founder of Conveying Your Message LLC, about a critical question impacting marketing and sales teams: Why do CRMs, a 20-year-old B2B product category, still struggle with adoption and usage?

Chris shares insights from his 15 years of experience in sales, marketing, and CRM implementation. As co-founder of a growth consulting agency, he sheds light on the challenges organizations face, emphasizing the need for effective communication, digital transformation, and cultural change.

The hosts explore Chris's thought-provoking post on LinkedIn, sparking a conversation about the mindset and ownership of CRM systems. They discuss the surprising statistics on CRM ROI and share anecdotes about the common pitfalls and backward-facing data encountered in CRM implementations.

The episode unfolds with key takeaways, emphasizing the importance of a human-centered approach, setting clear goals, and recognizing CRM as a tool for the entire business. Chris plugs his upcoming show, "Industrial Tech Stack Live," and shares where listeners can connect with him.

Whether you're a marketing professional or just CRM-curious, this episode promises valuable insights, real-world stories, and actionable strategies.

~Market with purpose for the everyday practitioner ~

Subscribe to the ⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠

Connect with the hosts:

⁠⁠⁠Mary Keough⁠⁠⁠

⁠⁠⁠Aaron Weekes⁠⁠⁠

⁠⁠⁠James Boeckmann

In this episode of the Purposeful Marketing Podcast, hosts Aaron Mary, and James chat with Peyton Warren, Sr. Strategist at Gorilla 76 about the episodes big question: why do we crave community?

Peyton shares her experiences with Industrial Marketing Live, a community she helps run. They all discuss the importance of building and nurturing a community in the world of industrial marketing.

This episode delves into various aspects of community building, the growth of Industrial Marketing Live, and the power of quality content.

The conversation highlights the value of community engagement, the community's evolution, and its impact on professional development and networking.

The hosts and their guests offer insights and anecdotes that can inspire and inform marketers looking to create and grow their own communities.

~Market with purpose for the everyday practitioner ~

Subscribe to the ⁠⁠Purposeful Marketing Podcast.⁠⁠

Connect with the hosts:

⁠⁠Mary Keough⁠⁠

⁠⁠Aaron Weekes⁠⁠

⁠⁠James Boeckmann

Welcome to a special episode of the Purposeful Marketing Podcast, where marketing and parenting collide! Join Aaron, James, and Mary as they tackle a fundamental question: Should you maximize growth or prioritize learning within your business?

They explore the trade-offs and challenges of striking the right balance between these two priorities. Is it possible to grow and learn, or do you need to make sacrifices? What happens when growth activities overshadow learning and knowledge sharing? The hosts share their insights and experiences, shedding light on the pros and cons of different approaches.

In this episode, you'll discover how to navigate the delicate dance between growth and learning in your marketing endeavors. Whether you're part of a startup, an agency, or an in-house marketing team, valuable wisdom can be gleaned from the hosts' discussions.

Subscribe to the ⁠Purposeful Marketing Podcast.⁠

Connect with the hosts:

⁠Mary Keough⁠

⁠Aaron Weekes⁠

⁠James Boeckmann

In this episode of the Purposeful Marketing podcast, hosts Aaron, Mary & James are joined by SEO expert Sara Taher, SEO Manager at Assembly, to discuss whether businesses can still find growth through SEO in today's evolving digital landscape. They cover high-level SEO strategy, analyzing when SEO does and doesn't make sense for a business, ways to continually upskill in SEO, and more. Listeners can expect to come away with a deeper understanding of holistic SEO approaches beyond one-off tactics.

Key Discussion Points:

- "SEO is not dead, the tactics and old ways just don't work anymore. SEO still exists and is important across platforms where people search, like Google, YouTube, and TikTok" - Sara, 00:02:27

Subscribe to the ⁠⁠Purposeful Marketing Podcast.⁠⁠

Connect with the guest:

Sara Taher

Connect with the hosts:

⁠⁠Mary Keough⁠⁠

⁠⁠Aaron Weekes⁠⁠

⁠⁠James Boeckmann