The Revenue-Driven CMO

Welcome back to another episode of More Than Marketing. I’m your host, Arsham Mirshah. We’re chatting with Deb Dulin of Dulin Design, branding extraordinaire Deb Dulin. We talk about why branding is as a foundation for any business and the 4 steps to building a powerful, respected brand.

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Transcript:

– [Deb] In order to increase your market recognition and differentiate you from your competition you really need to have that brand foundation solidified. Because that way you can roll out any sort of marketing effort and your customers and potential customers will recognize you for the same great company that you are.

– Hey hey we’re back, another episode of More than Marketing I’m your host Arsham Mirshah, I am joined today with branding extraordinaire Deb Dulin.

– Hi there.

– Did I get it right?

– Yes, perfect.

– I got it right. Cool, thank you for joining me. Thanks for coming today. I appreciate that, this is More than Marketing. We span topics all the way from branding I think is maybe one end of the spectrum and then the other end might be like sales enablement or something like that or direct response or something like that. So thank you for coming and helping me kinda go to what I call an end of the spectrum do you view it that way?

– I view it more as a foundation for any business. You know, a lotta times businesses get going and they’re just trying to get making money and pick things up and the marketing and branding is very scattered as needed, and in order to increase your market recognition and differentiate you from your competition you really need to have that brand foundation solidified because that way you can roll out any sort of marketing effort and your customers and potential customers will recognize you for the same great company that you are.

– Got it, I like it okay. So it’s a foundation, that’s good. So that makes sense when I say one end of the spectrum it’s like hey maybe you should start with your brand and have that foundation to build on top of, so to speak.

– Right, yeah I mean a lot of times though we work with businesses that are already established and we can come in and help them tighten it up and that’s, and a lot of the things we’re gonna talk about today are things they can do themselves.

– Really?

– It’s really just organizing the assets that you already have and sitting down and giving it some thought. You know if you want to take it to the next level someone like myself and my team could help with that. But these are just four simple steps we can take, you can take as your organization to just organize what you already have and make it more consistent.

– I like, Deb you’re being very modest and kind in that, I do agree that you know, these are really good steps. So we’re talking about building a powerful brand. Deb has four steps to get to that powerful brand you know questions to ask yourselves and steps to take. I will say though don’t underestimate the different perspectives that someone like yourself comes in and brings. I for instance, we, I love having a consultant on staff not on staff but paying a consultant because it brings, they see things that we can’t see, I think you do that for your customers.

– Yeah and it’s actually one of my favorite parts of working with different types of customers. Getting in and understanding why they’re in business, why they do what they do, why they’re good at what they do, it’s, I don’t know I just really enjoy learning that, learning new things about each kind of business.

Welcome back to another episode of More Than Marketing. I’m your host, Arsham Mirshah. We’re talking about sales enablement and the clash of marketing and sales. And to do that, I have none other than my man, Noah Berk. Noah is more than qualified to talk about this topic because he is a serial entrepreneur of 20 years and runs OBO agency.

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Transcript:

– [Noah] Sales enablement sits on top of the CRM so it enables the sales person to be more efficient and productive at their job by eliminating a lot of the manual tasks that a sales person would generally have to do on their own, which limits their productivity.

– Welcome back to another episode of More Than Marketing, I’m you host, Arsham Mirshah and today we’re talking about sales enablement, and the clash of marketing and sales. And to do that, I have none other than my main man, Noah Berk, Noah good to have you.

– Thanks for having me.

– Of course.

– Noah is more than qualified to talk about this topic because he is a serial entrepreneur, and I didn’t do the math but I think you’ve been entrepreneuring for like 20 years now…

– Well I mean if you count, yeah, all the way back to high school, sure.

– Yeah, high school, yeah, sure.

– I mean we were, yeah, back in high school.

– There you go. So Noah and I are friends, and now, businesses colleagues, business partners, anyway, Noah, tell me a little about your past, so serial entrepreneur, but also enterprise sales.

– Yeah, so I mean I’ve done a lot, I’ve had a career in sales recruitment, had a couple of start-ups, been in, geez, I was back in internet marketing back in 2008, 2009, when it was the wild-west of sales.

– You were selling what then, ReachLocal?

– Yeah I was working for a company called ReachLocal at the time so I was selling digital marketing solutions, PPC, heck helping you guys out with some SEO back in the day.

– Yep, helping us out.

– Clients.

– That’s right.

– And then I had a couple of ventures, entrepreneurial ventures, and then I went back into enterprise software sales, and most recently before starting obo. Agency, specialized in contact data solutions for large enterprises.

– Yeah, so Noah’s been, when you’re the entrepreneur, you’re doing it all right? You’re wearing all the hats, you’re marketing yourself but then you’re also selling, so you know, you’re automatically, sales and marketing, you’re very aligned.

– Yeah, absolutely.

– When you’re an entrepreneur wearing the hats.

– I mean you have to be, you have to know both sides.

– But you also sold, ReachLocal which is marketing but you were the sales person so you were getting leads and, right like, you were like the–

– Full circle, I mean I was using, back in the day I still remember when I was using GoldMine when I was a sales recruiter.

– So, I love it, GoldMine, yeah, what’s the other, Act?

– Act, I never used Act, I have seen it, I actually have a client who I believe uses Act, or had used Act.

– Still?

– I know, I know.

– All right, so let’s get into it. Now, obo. Agency, real quick about obo. Agency.

– Yeah, we’re an agency, kind of similar to WebMechanix but a focus on database marketing, email marketing and marketing technology, so a lot of companies hire us to come in and really help them figure out, hey we’ve got this marketing technology,

Welcome back to another episode of More Than Marketing. I’m your host, Arsham Mirshah. Today, we’re talking about the qualities to look for in a great marketing manager or account manager. If you have a manager in-house or if you’re working with an account manager at an agency, this episode is for you. I have my main man Josh Muskin who leads our account management team as a guest.

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Transcript:

– They have both good communication qualities, a good understanding of digital marketing, and depending on the size of you team, they may have to be doing it all as well. Hey welcome back to another episode of More than Marketing. I’m your host Arsham Mirshah. Today we’re talking about the qualities to look for in a great marketing manager, if you have a marketing manager in house on your marketing team, or coordinator. Or if you’re working with an agency, what to look for in your account manager. Now, I have with me Josh Muskin, my main man Josh Muskin. He leads our account management team here at WebMechanix. So welcome, Josh.

– Happy to be here.

– Hell yeah. Tell me your background, man. What’s happening?

– My background is this company mainly. So I’ve done a little bit of everything here except probably development and design mainly because they don’t let me.

– You did at some point though, if I remember correctly.

– Most likely.

– And you’ve been here, what, 8 years now?

– This will be 8 in September.

– That’s, I mean, it’s a long time. Thank you for the loyalty but that’s, you know, almost ten years in the field so you know your stuff.

– I’ve done a thing or two, yeah.

– I would agree. So now you lead the account management team, what happened? You gravitated towards that?

– Yeah, it was one of those things where when I first started it was a little bit of everything. We were talking to our own clients, doing our own reporting, doing the campaigns themselves. And over the years one of the things that I really found a passion for was translating all of the really nitty-gritty complicated things we did into solutions for business problems that clients could then understand and get approval on what to move forward with. So over time just kind of through giving other people feedback and building a team more apt for that type of communication, we now have account support.

– I wanna dig into that because what you said is interesting, you know when you first started you were probably, if I remember correctly, just doing the work. Someone was like hey, do this thing, write this content, optimize this page, deploy this paid campaign, right?

– You got it.

– And so that’s all you were doing in year one let’s say.

– Probably two, too.

– Okay, and then what happened?

– So then it was okay, you’ve done a lot of this, you probably know all the details better than whoever was doing the explaining on the phone first. Why don’t you cover this part of the call because you have all the answers.

– Right, so you were probably dragged in on calls, right?

– More or less.

– Right, so to kind of accelerate the idea here for the listeners, why don’t you do it? What’s the big idea here, what are we talking about? When looking for qualities in a marketing manager or account manager, tell me.

– The different titles, and they’re different because one’s more associated with internal, one’s more associated with external, one’s more associated with an agency but we kind of require and expect them ...