Actionable Marketing Podcast

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Synopsis

You're listening to the Actionable Marketing Podcast, powered by CoSchedule. You want to run a highly organized and productive content marketing program, but sometimes the details are so tough to navigate. Here we bring you insights from leaders in content marketing to help you run more effective content marketing campaigns.

Episodes

  • AMP 261: Why Marketers Need to Invest More in Online Reputation Management Right Now With Dave Lehman From Birdeye

    16/11/2021 Duration: 29min

    When customers leave negative reviews or complain about a brand or business on the internet, they just want to be heard, express their frustration, and want some sort of resolution. Businesses that take the time to reach out to unsatisfied customers can make things right. But how can they do that consistently and at scale?  Today’s guest is Dave Lehman, President and COO at Birdeye, a platform that allows local businesses to collect reviews, run surveys, and get referrals to better engage with customers. Dave talks about how businesses should make online reputation management a top priority and do it the right way.   Some of the highlights of the show include: Birdeye Survey Guide - 2021 State of Experience Marketing: 57% view reputation management as more important than advertisements 88% believe there’s a direct connection between reputation and revenue Birdeye: Helps businesses grow, attract, and convert new/existing customers Buyer Behavior: Shift from content to trusting shared customer experiences R

  • AMP 260: What Service-Based Marketers Need to Know About Reputation Management Right Now With Michael Buzinski From Buzzworthy Integrated Marketing

    09/11/2021 Duration: 49min

    What do people say and think about your brand online? It carries much more weight with potential customers than your own marketing messaging. Always responding to negative comments and reviews are opportunities for service-based marketers to turn haters and detractors back into customers and brand loyalists. Today’s guest is Michael Buzinski from Buzzworthy Integrated Marketing. He talks about why reputation management matters and how to make it right. The shortcut to good reputation management is awesome customer service. Under promise. Over deliver.   Some of the highlights of the show include: Reputation Management: Opinion of the general public about you/your company Reviews/Recommendations: Who do you trust - family members or strangers? Service-based Businesses: Getting new clients to know, like, trust is challenging Negative Comments/Complaints: Don’t take them personally, but seriously Same Situation, Different Opinion: Customer isn’t always right - understand why Positive Reviews: Systemize, automat

  • AMP 259: How to Set Aggressive Marketing Growth Goals You Can Actually Achieve with Darrell Amy

    02/11/2021 Duration: 54min

    Setting aggressive marketing growth goals can be intimidating. Some marketers set the bar too low and try to achieve goals that seem impressive but decline year after year. Marketers want to help their organizations succeed but also set accurate expectations for stakeholders. Today’s guest is Darrell Amy, author of Revenue Growth Engine. He talks about how marketers can easily set, accelerate, and achieve ambitious and aggressive marketing growth goals to succeed.   Some of the highlights of the show include: Darrell’s Elevator Pitch: Hit growth goals by aligning sales and marketing Revenue Growth: Make sure engine is firing on all cylinders to reach goals What drives revenue growth? Net new customers, revenue per customer Realistic Revenue Growth: Cross sell to reach aggressive 100% sold goal Business to Business (B2B): Know ideal client to know ideal prospects Outbound Marketing Mindset: What to do to get on radar, engage ideal prospects Aggressive Metric: Aim for 100% coverage for net new, cross sell enga

  • AMP 258: How Content Marketing and Product Marketing Teams Can Work Together to Achieve Incredible Results With Yaag Ganesh From Avoma

    26/10/2021 Duration: 22min

    How can content marketing and product marketing teams have different goals and responsibilities, but still work together to achieve incredible results and help their companies grow? Today’s guest is Yaag Ganesh from Avoma, a leading management, collaboration, and AI assistant platform. Yaag talks about how content and product marketing teams can best collaborate and work together toward shared objectives to drive top performance.   Some of the highlights of the show include: Roles and Responsibilities: Depends on size of organization Product Features: Ensure customer awareness and adoption Content Friction: Are you writing for the customer, prospect, or bot? Consequences: Content experience brings people closer or further from brand Brand Impact: What and whose problem are you solving? Seek and gain clarity Common Goals: Consider entire journey to fill in gaps, achieve cohesive results Team Sport: Speak same language to understand and align culture, purpose   Links: Yaag Ganesh on LinkedIn Yaag Ganesh’s Em

  • AMP 257: What Content Marketers Can Learn From Journalists With Ben Worthen From Message Lab

    19/10/2021 Duration: 28min

    Great content marketing can come from great storytelling. Who better to tell great stories than journalists? Marketers can learn from journalists how to create content that resonates with people through the power of storytelling.  Today’s guest is Ben Worthen, CEO of Message Lab, which combines journalism, data, and design to help organizations create content that resonates with real people. Ben discusses valuable insights for anyone interested in creating content that matters by combining journalistic storytelling techniques with data and design.   Some of the highlights of the show include: Marketers: Be skilled storytellers to reach out to people about what matters most Modern Marketing: Takes advantage of times when people don't want to buy Storytelling Problems: Why content marketers miss the mark with storytelling People’s Patience: Half of them leave content piece before the 15-second mark Journalists vs. Marketers: You don't have to be a journalist to tell a great story Empathy, Sympathy, and Authent

  • AMP 256: How to Develop Successful Product Marketing Workflows and Processes With Sergey Sundukovskiy From SalesMsg

    12/10/2021 Duration: 23min

    Great work starts with great workflows. How do the best product marketing teams structure their workflows?  Today’s guest is Sergey Sundukovskiy, Co-Founder, CTO, and Chief Product Officer (CPO) at Salesmsg. Sergey talks about how to develop successful product marketing workflows and processes.   Some of the highlights of the show include: Why product marketers should document, structure defined workflows/processes SalesMsg: How company views product marketing and management all together Product Management Stages: Ideation, collaboration, construction, and transition Repeatability: Work is always the same; improves orchestration between parties Product Marketing Debt: Things are just simply going to eventually slow down Too many tools? Use depends on purpose and internal/external communication Accountability: CPO is responsible for templates documenting workflow/process Outcome/Result: Software adopted by existing customers should be measured   Links: Sergey Sundukovskiy on LinkedIn Sergey Sundukovskiy’s E

  • AMP 255: How to Write SaaS Onboarding Emails That Users Love With Samar Owais

    05/10/2021 Duration: 25min

    For SaaS companies, onboarding emails help establish long-term relationships with customers to understand and effectively use software tools. Yet, onboarding processes and email copy are often overlooked. The best way to learn what customers need is to talk to them.  Today’s guest is Samar Owais, SaaS and eCommerce email expert. She talks about everything you need to know to make onboarding emails an effective part of your customer acquisition and retention strategy. Samar’s advice on how to talk to customers and identify their pain points can apply to any marketer.   Some of the highlights of the show include: Why are onboarding emails important? Shows how to use tool to solve problem Onboarding Emails: Take pressure off customer support and set expectations Biggest Mistakes: Don’t hide branding, create copy that starts conversations Map Email Journey: What is the purpose of an onboarding email sequence?   Links: Samar Owais Canva Linktree ActiveCampaign Ben Sailer on LinkedIn CoSchedule   Quotes from Sa

  • AMP 254: How Marketers Can Know They’re On the Right Path With Carolyn Lowe From ROI Swift

    28/09/2021 Duration: 28min

    Marketers struggle with the fear of focusing on the right things and doing things the wrong way. However, there are ways to use, gather, and apply data to get on the right path to generate a return.  Today’s guest is Carolyn Lowe, Founder and CEO at ROI Swift and author of Business Growth Do’s and Absolute Don’ts. Carolyn talks about how to use the right data to make the right decisions.   Some of the highlights of the show include: Paid Platforms: Amazon, Facebook make a profit and ad dollars go up in flames Margins for Error: Marketers have more leeway at big businesses hiring experts Isolation vs. Network: Compare performance to know if you’re missing something Self-Doubt: Lack of confidence can corrode team’s ability to be successful eCommerce/Marketing Strategy: Test, iterate, tweak to measure and manage Business Growth Book: Get basics right and scale core values for positive path Brands: How are you different? Break through noise to sell a story, sell a product Quantitative/Qualitative Research: Get t

  • AMP 253: What Marketers Need to Know About Gender Equity in the Workplace With Ashley McManus From Smart Eye

    21/09/2021 Duration: 42min

    What do marketing leaders and teams need to know about gender equity in the workplace? Make it a priority to be a great communicator, highly effective, and flexible to drive change. Today’s guest is Ashley McManus, Senior Director of Global Marketing at Smart Eye. She is a tech startup marketing leader with extensive expertise in inbound marketing. Her thoughtful branding and organized approach to execution resulted in acquiring the tech startup, Affectiva. Ashley is able to break down challenges, come up with creative solutions, and drive results quickly within budget. She combines strategic thinking with tactical execution, analyzing problems, and identifying steps to results by being adaptive and resourceful. Also, Ashley designs strategies for tech companies to position them as industry thought leaders. She does this by deliberately creating high-quality content that resonates with their target audience and is in line with their vision.   Some of the highlights of the show include: Equity vs. Equality: W

  • AMP 252: How to Take the Guesswork Out of Marketing With Skyler Reeves From Ardent Growth

    14/09/2021 Duration: 28min

    It’s smart to organize content when you have a core piece of pillar content linked to several smaller pieces covering sub-topics around your main topic. Also, it’s about knowing what to include in a topic cluster and how to organize information within a hub-and-spoke content model. Today’s guest is Skyler Reeves from Ardent Growth, a content intelligence consultancy. Building out topic clusters can be expensive, especially when mistakes are made. How much time and resources does it take to produce multiple pieces to make something like the hub-and-spoke model work the first time around?   Some of the highlights of the show include: How to use content intelligence to create better topic clusters Content Intelligence: Intersection between content strategy, business intelligence Marketers should care about topic modeling when building topic clusters Tedious Topic Process: Takes time if marketers don’t start with parent keywords Content Value: Where should marketers prioritize things to get the most value? Budge

  • AMP 251: Why Successful CMOs Need to Be Smart Business Strategists With Mark Donnigan

    07/09/2021 Duration: 55min

    Chief marketing officers (CMOs) typically only stay with a company for only 24-25 months. That type of turnover at the top level of marketing departments is not good for marketers in leadership roles or with leadership aspirations.   Today’s guest is Mark Donnigan, a marketing consultant. He talks about why CMOs need to think more like business strategists to better connect where marketing fits into the big picture within your organization rather than thinking about marketing as a set of tactics that are separate from what the rest of the business is doing.   Some of the highlights of the show include: Why marketing leaders need to understand the business objectives Gartner: Average buyer over 50% through buying journey before making contact MBA Playbook: Where CMOs go wrong by following a concrete buying cycle Solution: Spend time with CEO to connect with company’s strategy and revenue Attribution: Avoid ROI issues by shifting from cost center to revenue perspective Pitfalls: When marketing leaders focus mo

  • AMP 250: Why the CMO and CIO Relationship Matters for Marketing Success With Theresa O’Neil From Zylo

    31/08/2021 Duration: 23min

    How well do most CMOs know their CIO or IT director? Not as well as they should. It’s important for marketers to build strong relationships with their technical teams to achieve marketing success. Today’s guest is Theresa O’Neil, CMO of Zylo, a SaaS management platform. She talks about what and why CMOs and marketing leaders need to navigate side by side with IT to get the most from their technology, to make sure they're not bleeding their martech stack budget, and to ensure that they're collectively driving the most ROI possible.   Some of the highlights of the show include: Marketers: Use the right tools to get the right jobs done for the right people How many SaaS applications does the average company purchase? A lot How many of those SaaS applications are not actually being used? A lot Marketing creates pipelines so sales can close deals and generate revenue Win-Win: Marketing and IT team up to make people happy, effective, productive Shadow IT: Marketing and IT collaborate and crowdsource selected softw

  • AMP 249: Demystifying Marketing Automation and Making It Work for You With Jeremiah Utecht From CoSchedule

    24/08/2021 Duration: 36min

    What does email automation look like, how does it work, and what are its benefits? Discover how to grow, scale, and mature by owning and not making the same mistakes. Today’s guest is Jeremiah Utecht, Lead on Marketing Automation and Business Intelligence at CoSchedule. He takes the mystery out of marketing automation and makes it work.   Some of the highlights of the show include: Jeremiah’s Role: Build, maintain, and refine CoSchedule’s email marketing CoSchedule’s Mission: Send the right email to the right person at the right time Happy Anniversary! Marketing automation message triggered by attribute/context Marketing Automation Internally: Means most relevant content at relevant time Successful Multi-Channels: Website customization and email for CoSchedule Clever or sophisticated? Trial-and-error process for practices/platforms that work Automation Attributes: Anything is possible with simple and flexible forms Oops! Emails: Marketing automation at scale is an incredibly unforgiving practice Communicatio

  • AMP 248: Leveraging the Power of Content Partnerships to Launch a New Business With Brett McGrath From The Juice

    17/08/2021 Duration: 35min

    Do you create great content for an awesome business but still find it challenging to be found on the internet? Building relationships with the right partners can build your audience by getting in front of the audiences of others. Today’s guest is Brett McGrath, Vice President of Marketing at The Juice, a content distribution platform for B2B content. It’s like Spotify, but for business content. Brett shares how to develop content partnerships to launch ambitious new companies.   Some of the highlights of the show include: Content Collaboration: Takes time and effort to work the correct way Priority #1: Meet people and have conversations with them Learn Two Things: If marketing messages resonate, what’s on marketers’ minds Podcast: Having a show helps build partnerships and talk about passion projects Mutual Benefits: Build relationships to create, present, share, and add value Mindset and Philosophy: Launch product and company with people Biggest Win: Streamlining content process to create content with socia

  • AMP 247: How to Clearly Communicate the Value of SEO and Get Executive Buy-In to Make Major Breakthroughs With Eli Schwartz

    10/08/2021 Duration: 35min

    Marketers understand the value of search engine optimization (SEO), but they need to clearly communicate why it matters to get buy-in from executives, stakeholders, and clients. Today’s guest is Eli Schwartz, a consultant and growth advisor. Also, he is the author of Product-Led SEO, a new book that describes how to communicate the value of SEO and think strategically and philosophically about SEO to be successful.   Some of the highlights of the show include: What motivated Eli to write the book? Explain to leaders how to do SEO sensibly Sweet Spot: Start SEO when spending at least $1-2 million on paid marketing Disparity: How much is your company spending on paid marketing versus SEO? Big Problem: SEO blackboxes things and mystifies it intentionally with metrics Metrics vs. Outcomes: SEO is about speaking the same language, not keywords Big Budget: Put money in to produce content, create product, and make a profit Big Consequence: Prioritize SEO or continue to fall behind business competitors SEO Do’s and

  • AMP 246: How to Kill Assumptions and Make Marketing Predictable With John Readman From BOSCO

    03/08/2021 Duration: 42min

    Too much marketing is based on guesses not backed by data. Paid tactics, like pay-per-click (PPC) and social media advertising, can burn through your budget when guesses are wrong. How can you use data to make marketing more predictable to forecast performance and adjust to shifts in trends to increase your ROI? Today’s guest is John Readman from BOSCO, a digital analytics and predictive modeling platform for retailers and eCommerce companies. He discusses what it takes for predictable marketing to be successful. It involves understanding historical data, performance, and trends across a client's channels.   Some of the highlights of the show include: What is predictable marketing? Getting all data in one place on an ongoing basis Why should marketers make decisions driven by data, not gut instinct/intuition? Data and Decisions: Depend on volume, understanding data to base decisions Challenges: Digital marketing data is used to scale ROI in one particular channel COVID Comparisons: Causal effect of supply an

  • AMP 245: Developing Editorial Workflows and Content Creation Processes That Make Awesome Content Possible With Justin Zimmerman From Salesmsg

    27/07/2021 Duration: 40min

    Great content doesn't happen by accident. It's usually a byproduct of refined processes that help teams work together efficiently and effectively. However, planning editorial workflows and implementing content creation processes can be challenging. Today’s guest is Justin Zimmerman from Salesmsg. Justin talks about how marketing teams can develop and implement editorial workflows and content creation processes to create better content.   Some of the highlights of the show include: Creative Control: Why marketers should create editorial workflows for content Four Cs: Collaboration, connection, creative control, and compensation Flow State: Focus on the process and the results will show up Neurological Map: Goal in world of workflow is to align teams for higher purpose State of Enjoyment: You have 3 places you live—work, home, and inside yourself Start Right: Avoid potential pitfalls, pain by having workflow process for outcomes Lessons Learned: Listen and do something to not repeat the same mistakes Continual

  • AMP 244: Unlocking the Power of Personal Video With David Jay From Warm Welcome

    20/07/2021 Duration: 32min

    Do you believe in the power of personal video in video outreach or do you remain skeptical? If a pitch for something isn’t interesting on its own, how will a video that takes longer to watch than reading a simple email grab your attention and sway your opinion? Today’s guest is David Jay, founder of Warm Welcome, a personal video platform. Discover the value of video, how video can be used, and its full potential by making business communication that scales and creates personal conversations and human connections.   Some of the highlights of the show include: Use Cases: Supercharge outreach, make website welcoming, improve onboarding flows, lead generation, and sales Videos: Personalized versus personal - David describes the differences Do’s/Don’ts: How to make a video worth watching to solve someone’s problem Mindset: Business is built on trust, and trust is built through relationships Instant Video Connection: Talk to humans - nobody wants to talk to chatbots Emotion or Information? People buy and sell thi

  • AMP 243: How to Grow Faster By Focusing on the Right People With Matt Johnson, Author of MicroFamous

    13/07/2021 Duration: 30min

    Audience growth - whether in the context of social media followers, email list, podcast listeners, or YouTube subscribers - whatever the case may be, it's easy to believe that more is always better. Today’s guest is Matt Johnson, author of MicroFamous: Become Famously Influential to the Right People. Also, Matt is the founder of a podcast PR agency, Pursuing Results, and host of the MicroFamous podcast. He talks about how to be micro-famous with the right people and learn to grow as an influencer within a given niche.   Some of the highlights of the show include: MicroFamous: Be famously influential, but not to everyone, just the right people Focused Approach: Reorient strategy to grow smaller but better following Benefits: Expect to drive better results by attracting just the right people What People Want: To working with the #1 name that solve their problems Who’s the right person? Until you know, you don't know what content to create Audiences want clarity and focus; put content into the world without sho

  • AMP 242: Podcast Content Repurposing Mistakes to Avoid (and How to Repurpose the Right Way) With Holly Pels From Casted

    06/07/2021 Duration: 25min

    If you have a podcast, are you repurposing your content assets across other channels and formats? If not, then you are missing out on opportunities to reach potential listeners and customers.  Today’s guest is Holly Pels, Vice President of Marketing at Casted – a podcast platform for B2B marketers. Holly talks about how and why marketers should turn their podcast into a content creation engine to drive return on investment (ROI).   Some of the highlights of the show include: How and why marketers shouldn’t struggle to make the most of their assets How to turn things around to better distribute podcast content Benefits of sharing and repurposing podcast assets across platforms/channels Why marketers should pay attention to podcasting as a channel to use right now Experts at everything? Marketers are expert storytellers, not always SMEs Marketers fail to maximize assets by creating silos, producing one-off episodes Missed Opportunity: Plan to repurpose richer, better, and engaging content Repurpose/Repromote:

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