Yours in Marketing

On this week's episode, I speak with Mike Carroll, who's the head of Growth at Nutshell CRM. He has some amazing things to share with us about growth marketing and sales. We discuss how a career in politics can prepare you for a career in marketing, creative alchemy, and why sales and marketing should be combined for maximum results. Episode Highlights:Mike's background in journalism and politics, to marketing.The benefits of working in an agency.The difficulty of working politics and running campaigns.Comparing political campaigns and marketing.Core differences between Agency and In-house marketing.The advantage of knowing your limits.What is a "Creative Alchemist?"How to blend all the elements to create a balance between Sales and Marketing.How to overcome being overwhelmed.The importance of focusing on the skill of writing.What does it mean to be the "Head of Growth?"How to get rid of your "silos" and become agile in your customer approach.The difficulties of having a single "growth" team.How marketers can get better at sales.Melding Customer service into a "growth" team.The keys to great communication between Sales and Marketing teams: avoiding arrogance.An interesting experiment: who would do better, switching roles.The importance of CRM's in your strategy.Mike's opinion on "Growth Hacking."The benefits of Nutshell. 3 Key Points:You must know your limits to create a successful team to implement successful campaigns.Building cohesiveness among your teams will allow you to better serve your customers in any part of the funnel.Good marketing is all about understanding context and timing.

On this week's episode, I speak with Rachael Pilcher, the Founder, B2B, and SaaS Conversion Copywriter and Growth Strategist at Mighty Fine Copy in New Zealand. Rachael shares how to bring to light your company’s personality, how insurance companies and insurance commercials became interesting, and also her framework called SNACKS for creating great converting copy. Episode Highlights:Rachael articulates what Mighty Fine Copy is and does. How did Rachael make the transition from a legal PA to copywriting? What hands-on experience taught Rachael niche marketing and branding?How far has she come in copywriting? The Copywriter Club group on Facebook opened her eyes to the bigger money she could make as a copywriter. What did she learn during her rebranding process at Mighty Fine Copy?If your brand isn’t ‘funny’ how can you still stand out?Did she ever go against her own recommendations during rebranding? What are the fine points of Rachael Pilcher’s personality that need to be represented on the page? Has she had to turn any clients down for them not being a good fit? What tips or optimizations does Rachael have for B2B SaaS businesses to help their users care about their words? Are companies trying to cast too big of a net in terms of their marketing efforts? What is the relationship between copy and design? Did she think about design first or copy first when working on her website? Is it more of a challenge for a company looking for a serious tone? What is her process for getting up to speed with a client’s needs? What is her SNACKS framework?Rachael Pilcher applies SNACKS to a mock example. How long should a company wait to revamp their copy? Rachael states her opinion on keywords for traffic. What does it take to identify a company’s personality and bring it to life? What if a company’s founder has a terrible personality? What are some ways to incorporate a brand story into the copy? What is the brand story behind Mighty Fine Copy?Does that copy she writes for clients feel like books she has written? Has she come across a company that has changed her copy for the worst? How can something boring like insurance be made interesting with marketing? Video and YouTube channels have been great for showing a company’s personality. There is still a great need for great copy. What tips does she have for copywriters? Are great copywriters born that way? How many words does she think she may have written for other companies? How many words does she typically put into a conversion copywriting project? 3 Key Points:Copy and design should come together, be cohesive, and draw your eye.SNACKS stands for Strategy, Niche, Asking, Knowledge, and Sales. It is better to focus on good copy than being keyword-driven to force traffic.

Episode Highlights:Brandon and Jeff share the history of Pixel Jar and their roles.Jeff's background in Front-end development.Brandon's background in gaming, programming, and Back-end development.The "sweaty backroom" that led to Brandon and Jeff working together.Why Wordpress was the right platform for development at Pixel Jar.WordCamps: the "life-blood" of PIxel Jar.The impact of WordCamp on the business.What skills led to their particular focuses on Front-end vs. Back-end development.Finding the time to get "into the weeds" with coding.The role of website builders such as Squarespace, Wix, etc.Reasons for using Drupal or other platforms.What do you tell someone that is looking for marketing results right now?The importance of exploring the goals of your client.Using "split-testing" to evaluate theories.How often should you consider redesigning your website?Key things to look at when deciding on website management and redesign.SEO's role in the web design conversation.Key aspects to look at for analytics.The biggest marketing mistakes in web design.The most drastic developments in web design since the beginning of the internet.Why breaking conventions in design is so difficult.Why innovation has to be a part of web design.The key differences for designing for mobile.The future of the internet: Brandon and Jeff's bold predictions.What do know about Pixel Jar, and what Brandon and Jeff are excited about.  3 Key Points:It's critically important to understand the goals of your client as a starting point for web design.Creating great content for your site is an on-going process, but don't constantly play the SEO game.The key to success in design is both understanding standard conventions and innovating for the future.Resources Mentioned:Orange County Wordpress CommunityPixel Jar Website

On this week's episode, I speak with Steve Toth, who is the Manager of SEO Strategy at Freshbooks. Steve brings a great mix of creative and analytical knowledge to the show. We discuss why the top of "the funnel" gets ignored but really shouldn't, what content really belongs in the middle of the funnel, and his journey from agency life to in-house work at Freshbooks. If you are in SEO, or even starting out, this episode is for you! Episode Highlights:Steve's passions beyond SEO.Spheres of SEO leaders and who you should follow in the space.Why Facebook is a good place to watch for emerging SEO leaders.What to learn from Steve's journey starting with blogging, through the agency world, and on to Freshbooks.The advantages of starting in an agency.The advantages of working in a SAAS company.The key skills you can learn from working with an agency.The main questions to ask when hiring someone working in SEO.Comparing UX and SEO: How much does UX play into SEO ranking?The importance of focusing on the top of funnel and mid-funnel content.How to convince business owners to invest in SEO long-term.Success Stories with Freshbooks and strategies for implementation.Insights into the industries that always "work well" in SEO.Local SEO strategies vs. national.Steve's opinion on how Google feels about SEO's.Using top-of-the-funnel content effectively.How functional content and tools fit into SEO strategy.Should you optimize for social engagement?How to "sell" top-of-the-funnel content to a business owner.Examples of optimal mid-funnel content and why it's important.The advantages/disadvantages of working for a company like Freshbooks.Key tools to have in your SEO toolbag.Steve's advice to the young marketer: passion and healthy obsession.The process for making a strategic content creation shift.What's happening at Freshbooks  3 Key Points:The best gains in SEO are found when you are willing to invest long-term.Focusing on top-funnel and mid-funnel content is key to long-term success.The key to being successful in SEO is having both passion and a healthy obsession for content creation.

On this week's episode, I speak with Ben Shapiro, who is a marketing consultant and host of the MarTech Podcast. He talks about how to build systems for automation while remaining authentic, the keys to successful brand development, and shares some great advice for young marketers. Episode Highlights:Defining MarTech: What is it?How MarTech enables smaller staff counts in the industry.The trends in digital media and some reasons to use more traditional media.Ben's journey from a "shady company", to sports marketing, and ultimately "starting" his career at eBay.Lessons learned from eBay and transitioning to launch a new venture.What to learn from working with new startups.The one unique ability that Ben uses to his advantage.How the challenging times feed positively into your ongoing career.Using data and weaving technologies together to enhance your marketing operations.Maintaining your authenticity through automation.Ben's "secret sauce" for email automation.Examples of MarTech utilization.Processes for automating SEO and content.Ben's foundational tips for brand development.The effective process for revising a companies personas.Ben's advice to new, young marketers: Take risks and networking.All about the MarTech Podcast. 3 Key Points:One key to success in marketing is the ability to give brands a voice and articulate things in a way that consumers can understand.MarTech helps you authentically automate things that you do multiple times per week.Taking risks as a young marketer affords you the learning needed for a long-term successful career.

On this week's episode, I speak with Hal Werner. Hal is the Global Manager of Digital Marketing and Strategy at Mitel.  He' a content strategist extraordinaire and copywriter. We talk about the power of content strategy in marketing, how you can put data at the forefront of your content, and how to become a T-shaped marketer. Episode Highlights:Hal Werner's Superpower: "The Analytical Creative"The journey from traditional advertising to digital content creation.Aha Moment: The importance of collaboration among teams to develop a content strategy.The importance of moving beyond "hard boundaries" in standard roles.What all copywriters need to know about data and marketing.Valuing terminology as a content strategist.A Thought Experiment: the questions to ask when building out a new site.Strategies for getting solid feedback from your customers.Defining Content Strategy: The steps to take for defining your strategy.The "T-shaped" Marketer: Is it possible? Is it recommended?Hal's advice on combating writer or idea block.Moving from "I need to create content" to "a valuable content resource."The value of regular data analysis.Hal's "expert secret" for content strategy: Data Over-Dogma and Insight.Hal's "favorite" piece of content he ever created.Rapid Fire Round: the most "successful" person, one "insane" thing you believe, a common misconception about you, a deep regret, book recommendation, a movie about your life, and personal call-to-action.Mitel's current direction and market shift

On this week's episode, I speak with Yam Regev. Yam is the Co-Founder and CEO of Zest. He has over 10 years of marketing success and shares with us how to grow your career in marketing, the best B2B marketing strategy, and the #1 skill every marketer should have. Episode Highlights:Building a marketing career from no background in marketing: learning by doing.The development and building out of Zest.The importance of content marketing in B2B.Yam's advice to all CEO's to realize the value of content marketing in their business.The process of building a new content marketing team.Using "content re-targeting" to build out your sales funnels.The 3 key things a business owner must do to be effective in content marketing.Creating winning content to stand out among other businesses.The need for "tribal self-learning" in the community of content creators.The interconnection between the personal-self and the business-self.The #1 skill every marketer should possess.Why use Zest? 3 Key Points:A variety of internal resources are crucial to successful product creation and marketing.Treat all of you bloggers and 3rd party contributors like they are your own team members or customers.When we look in the mirror, we need to understand who we are, where we came from, and where we want to head to as a professional.

On this week's episode, I speak with Louis Grenier. Louis is the Content Lead at HotJar and the host of the "Everyone Hates Marketers" Podcast. On the show, Louis gives us insight into how to make your marketing less deceitful and less "slimy", how to create engaging content that drives value, and how the "golden rule" applies to marketing. Episode Highlights:Turning your fascinations into a successful career.The 2 steps to take that will help you discover what energizes you.The importance of humility in business.Insight into the "balancing act" of creating titles and content that are engaging.The keys to creating content that converts.Why you need to interview your top 5 clients.The difference in "best practices" and "first principles", and how they each play a part.Applying the "golden rule" to marketing and why you would never do anything different.Creating "tension" to attract engaged customers.Rapid Fire Round: the #1 "successful" person, others might think this is insane, a common misconception, deepest regret, a movie about your life (genre & actor), impactful books, and personal "call-to-action." 3 Key Points:Sustaining a successful career requires you to pursue the things that energize you, not just the things that you are good at.Successful business hinges on the customer being the center of everything."Good products" and "good marketing" go hand-in-hand. Deceitfulness in marketing is only necessary if you have a bad product.

On this week's episode, I speak with Kevan Lee. Kevan is the VP of Marketing at Buffer. Buffer is a remote company with team members scattered across the globe. Kevin comes on the show to discuss remote work, how to grow a following on social media from scratch, and his unconventional journey to becoming a VP.  Episode Highlights:The challenges of running a marketing team remotely.Strategies for communicating with teams in different time zones across the world.How sports reporting, passion for writing, and content management led to Kevan's role as VP.The importance of storytelling in writing content.1 key principle that drives every day: "what one thing am I doing today to get to where I want to be." - Kevan LeeThe difference between "climbing the ladder" and "jumping to the next dot."How to successfully juggle your primary role, family, side hustle, and looking for that "next thing."The new way of identifying core values, drive, and perspective in team members and how that's paying off for the modern company.The process and importance of content in your product strategy.The keys to growing a social media following from scratch.Shifting your mindset from social media scheduling to social media planning and engagement.Rapid Fire Round: the #1 "successful" person, other's might think this is insane, a common misconception, deepest regret, a movie about your life (genre & actor), impactful books, and personal "call-to-action." 3 Key Points:Great storytelling is key to developing successful marketing strategies and content.The key to growing is focusing on the next best thing as opposed to climbing the ladder of success.Learning the language of your client allows for a more successful social media strategy and relationship.

On this week's episode, I speak with Julie Hogan. Julie is the VP of the Customer Team at Drift. She shares about balancing family and work, how to find your way into positions with big companies, and how to make your career about people and not positions.  Episode Highlights:Defining a "Customer Team."Julie shares her journey, love for working with people, and how it informs her role at Drift.When is the best time to jump onto a new company?Key principles that can inform the work you do.The most important advice for landing jobs at key, influential companies.Work/Life balance is never going to be perfect: How do you make it work?How negative statements can affect your long-term goals and how to deal with them.The 3 downfalls of extroverted leaders, and how to combat them.Keys to learning to build out a company, globallyThe major things that Marketers need to learn from Customer Success Teams.Rapid Fire round: the #1 "successful" person, other's might think this is insane, deep regrets, a movie about your life, impactful books, and personal "call-to-action." 3 Key Points:Work hard and don't focus so much on a specific title or for a specific brand, but on what you enjoy and what you are good at.Work/Life "blend" is more important than balance.Customer centricity is the key to success for a company, and every single person has to be focused on aiding the customer journey.