Your company is throwing marketing tactics against the wall to see what sticks. We call these, random acts of marketing, and it's never going to produce the results you expect. Instead, you need the right mix of marketing tactics, all executing in an orchestrated way to produce the one plus one equals three you’ve been promised.  Today’s prospects have complex buying journey’s so that’s made the selection and execution of marketing tactics equally complex. You have to know exactly what to say, to whom, when, and in what format to impact your prospects buying journey.

What we’ll cover in the show –

• How to know what tactics to use and when

You bought technology because you thought it would solve a problem. But then you learned technology alone rarely solves problems. It’s technology plus process, plus people that make the magic happen. Now you have a mess of tech on your hands. Some of it works, some of it doesn’t. Some of it could work if someone knew how to fix it, other tech will probably never work as originally designed. What do you do? How do you recover? How can you leverage what you bought without having to buy more? Who’s responsible? Who can help?

What we’ll cover in the show –

• How to evaluate your current tech stack and individual products?

We see this time and time again, another company with a brand that isn’t strong enough to generate the interest required to drive to your goals. You can’t go to market with a message that is similar to any of your competitors. If you don’t have anything interesting or remarkable to say, don’t bother saying anything at all. When content is king, if you can’t create thought-leading content and tell a story that is disruptive, then get ready for meager results from your marketing. It’s not marketing’s fault if your story is vanilla.

What we’ll cover in the show –

• How to take a position, ride it until you die, and leverage it in your content marketing strategy

It’s not enough to have a great company, great products, or great services if your customers are not singing your praises from the mountain tops. In other words, if your customers are not telling everyone they know about you—you have more work to do. You have armed them with the tools they need to make advocacy easy. You have to incent them appropriately so they invest the extra time to become an advocate and they have to have helped them so dramatically that the idea of advocacy is theirs and not yours.

What we’ll cover in the show –

• How to activate your customer base towards advocacy

Today, you need more and more, high-quality, educational content to earn the attention of your prospects. But creating that content at scale remains a challenge for most businesses and many marketing teams. In this episode, we’ll go deep on the different types of content and how to scale written, video, and audio content. We’ll share the secret to our Hub and Spoke Content Strategy that drives a significant amount of efficiency into the process and we’ll also talk about how to leverage video to produce a wide variety of content types also helping in the scale challenge. Easter Egg – Content Review and Recommendations

What we’ll cover in the show –

• What does the Hub and Spoke Content Strategy do for you?

The roles inside your marketing and sales teams have changed dramatically over the past 10 years. Operations roles in both marketing and sales were unheard of even 5 years ago. Today with the number of technology tools being used, the importance of data and data quality, the automation of repetitive tasks, and the reporting required to make solid revenue-related decisions—the operations role is more important than ever before. In the show, we’ll talk about how to define the operations role, how to find the right team member(s) for the role(s) and how outside resources are a viable alternative to in-house team members.

What we’ll cover in the show –

• Detailed job descriptions for marketing and sales operations roles

Marketing thinks it's a sales job to drive revenue. Sales thinks it's marketing’s job to generate sales-ready leads. Both groups are wrong. It’s everyone’s job in marketing, sales, and in customer service to work together to help your company hit its revenue goals month over month. In this episode, we’re joined by Joel Capperella, VP of Revenue Marketing at Workiva. Joel has extensive experience in marketing and has been a trailblazer when it comes to working with sales and service to help companies from a variety of industries hit their revenue goals.

What we’ll cover in the show –

• How to align marketing and sales into a single revenue team

If you want to improve revenue in 2022 and you want to do it quickly the best place to look is at the end of your sales process and the close rate on submitted proposals. You can double revenue by taking your 10% close rate to just 20%. Yep, that will double your revenue. What if you took it to 40%? In this episode, we’ll talk, in detail, about the client who came to us with a very low close rate and the upgrades and new initiatives we helped them add to take their close rate north of 80%. These sales process improvements changed the trajectory of their business and helped them exit.  

What we’ll cover in the show –

• How to investigate your late-stage sales process and uncover issues that are hurting your close rate

Everyone wants more leads. But you should want more quality leads. We’ll unpack how we helped this company go from 10 leads a month to 100 leads a month. The strategy included driving more visitors but deploying offers that appealed to prospects at all stages of the buyer journey, including late-stage buyers which often produce the best quality, sales-ready leads. We’ll unpack the omnichannel campaigns that drove leads and the high-impact website and landing page that converted the leads, including the nurture campaign that took prospects along their buyer journey encouraging them to convert with stage-specific offers.

What we’ll cover in the show –

• How to plan for this kind of lift and the strategy behind producing this level of results

If you need more leads one of the fastest ways to generate leads is doing a better job converting visitors to your site from anonymous visitors into new marketing qualified leads. We’ll share a real story, from a real client who has an extremely low site-wide conversion rate and in just 30 days took their .5% conversion rate to 5% and generated a ton of new leads for the top of their pipeline. We’ll share the secrets to how we created conversions for top, middle, and late-stage buyer journeys and helped this company with an in less than a year.  

What we’ll cover in the show –

–  How to develop a conversion strategy that helps inform your content strategy

–  How to create offers that convert for everyone visiting regardless of their buyer journey stage

–  Best practices in landing page design and landing page conversion

–  Where to put CTAs so that they convert at a higher rate

–  What an optimization plan looks like once you launch your conversion plans