Actionable Marketing Podcast

The ad tech industry—specifically, Facebook—continues to create privacy consent concerns and public discontent. How much do people trust social networks and the brands that advertise on them? Today’s guest is Richard Jones, chief marketing officer (CMO) for Cheetah Digital. If you rely on social advertising to promote your business, Richard talks about what you need to know to prevent or handle damage to your brand’s reputation.   Some of the highlights of the show include: Ethics: What problems does ad tech introduce into social marketing? Digital Footprint: Personal information gets presented without permission Under the Knife: Invasion of privacy when bombarded with ads on Facebook Stop Hate for Profit: Campaign to curb hate speech and put people before profit Money or Morality? Ad pressure makes it okay to break up with social media For Sale: Personal data creates polarization of society, dangerous environment Algorithms: People’s inability to curate truth, not simply sort shared information Social Media

Is a picture still worth a 1,000 words? What about videos? Any business or organization can use the power of video content to build its brand and promote its products. However, it’s not always cheap to do or get it right to make a difference. Today’s guest is Doug Scott from Tectonic. He describes how nonprofits with small budgets, but big aspirations, maximize their impact with video marketing.   Some of the highlights of the show include: Film School Dropout: Doug’s dream to make movies wasn’t his reality Newfound Desire: Passion for storytelling led to helping nonprofits Why Video? Efficient, engaging, and preferred form of communication Challenges: Level of clarity to quantify cost for return on investment SMART Goals: Specific, Measurable, Actionable, Relevant, and Time-bound SMART Metrics: Benchmarking, baseline, and big strategic objectives Mindset Shift: Video versus any content created based on outcome, not output Change Management: Provide data, demonstrate impact, and make progress Ethics: Offer m

When looking to get ahead in marketing, business, or life, the black community faces challenges and structural issues. What should white people consider to be effective allies to black colleagues, friends, and neighbors? Today’s guest is Muyinza Kasirye from APRT Media in Los Angeles. Muyinza immigrated from Uganda to Toronto and relocated to Boston after his mother’s death due to cancer. Muyinza grew up with little money or privileges but worked his way up. He shares his perspective on challenges that black marketers and business owners experience.   Some of the highlights of the show include: Black Entrepreneur Challenges: Don’t know about or denied initial money to start a business Higher barrier of proof required to get work Fair distribution for work, investment, and positions of real power Negative Consequences: Economy isn’t achieving its true potential Equal Opportunities: Different approaches equal different outcomes Status Quo: Drive positive change in the direction it is needed What white peopl

Doing social media marketing in a regulated industry isn’t easy. Legal considerations, regulatory red tape, and compliance restrictions can make your job more difficult. Today’s guest is Regina DeMars, Director of Content Marketing and Social Media Strategy at First National Bank of Omaha (FNBO). How can financial services marketers make friends with compliance and win at social media? Get creative with solutions to problems.   Some of the highlights of the show include: Content: Create financial advice/guidance that existing/potential customers want Common Problems: Marketers face ever-changing regulatory space and timeline Top Tactics: Urgent requests, audits, and procedures eliminate potential issues Social Media Channels: Monitor and archive online brand reputation, compliance Relationships Matter: Identify those interested in and active on social media Collaborative Compliance: Mitigate risk, accomplish goals, and stay compliant Organic Messaging: Focus on educational, inspirational, and entertaining co

Does adding new martech tools always tackle problems and challenges for marketers? What matters most is finding the best technology solutions to solve the right problems at the right times for you, your team, and your organization. Today’s guest is Sean Doyle, co-founder, principal, and director of strategy at FitzMartin. Sean applies the science of behavior change to the art of sales and marketing. Rather than only choosing to make decisions based on thoughts and emotions, choose to use the power of data.   Some of the highlights of the show include: Reason Behind Sean’s Book: Change how B2B marketers are respected or not FitzMartin: Modern marketing/sales that demonstrates ability to provide products Point of View: Comes from behavioral science—how people change Changing for Good: Book on transtheoretical theory of behavioral science Firings/Failures: Focus framework on capital and commitment to measurement Martech: Why it continues to expand? Measurable and customer-focused Vanity Metrics: Meaningful when

It may be a cliche, but it remains true that nothing is certain for business right now and in the future due to the COVID-19 pandemic. Brand building is a long-term sport with no finish line. Today’s guest is David Lemley, a brand strategist with Retail Voodoo. He has worked with beloved brands, including Starbucks, REI, and KIND. David describes what steps to take to future-proof business and brands to thrive and survive for sustained success.   Some of the highlights of the show include: Branding’s Value: More than a logo—develop a truly authentic brand built to last Past Background: Branding used to be all about making marks and doing things Present and Future Branding: Promises you make, keep, and feel New Things: Help food, beverage, wellness, and fitness brands win market share Future-proof Brand: Plan to survive and thrive during unforeseen circumstances Consequences: Loss of market share and impacts partner/customer relationships Essential Component: Data and research from brightest minds erodes res

How can you make remote work actually work? The right technology stack and the right processes to work from home on a distributed team. Today’s guest is Lars Helgeson from GreenRope. Based on Lars’ two decades of 100% remote work experience, he offers simple and practical advice to pair technology with  processes that establish a solid, remote-working foundation.   Some of the highlights of the show include: GreenRope: CRM/marketing automation software in single, unified platform Simplify Complexity: Successfully scale company by shifting toward remote work Advantages: Freedom and flexibility to work when and where you want Disadvantages: Not ideal for those needing space, structure, and office/cubicle Remote Work Necessities: Internet connection and quiet workspace Focus: What do you need to get work done? Requirements and right tools Data: How to create and distribute it to hold people accountable? Processes: Manage, control, understand, and document how people do things Structure: People need to have str

How can businesses and marketers adapt to rapidly changing circumstances, such as COVID-19? Seek reassurance and practical advice to move forward when there’s no clear end in sight. Not only survive, but thrive.   Today’s guest is David Schneider, CEO of Shortlist.io, a digital marketing agency. David understands how to handle challenges that affect businesses, marketers, and clients.    Some of the highlights of the show include: Challenges: Budget cuts, resource constraints, adjusting KPIs, building network Networking Concept: Recognize importance of recession-proof buffer for career Human Connection: Reach out to others and acknowledge/recognize importance Cultivate Relationships: Who do you admire/follow on social media channels? Natural Ice Breaker: Start a conversation by checking in; still happy and healthy? Marketing Copy and Conversion: Pivot messaging away from content cliches Growth: Despite less money and resources, work more efficiently and effectively   Links: David Schneider on LinkedIn Shor

What does it take to make sponsorships successfully work? Turn one-off transactions into powerful, long-term relationships between brands by picking the best partners and proving ROI.    Today’s guest is Ken Ungar, founder and president of CHARGE, a sponsorship marketing agency. Also, Ken’s a former chief executive for the Indianapolis Motor Speedway and author of Ahead of the Game: What Every Athlete Needs to Know About Sports in Business.    Some of the highlights of the show include: Take CHARGE: Unlock power of sponsorship to accomplish business objectives Third-Party Validation: Marketers convince consumers, sponsors transfer affect Partners and Collaborators: Choose wisely to create a positive relationship Potential Sponsors: Know/share audiences; identify brand/property reputation Pitch Perspectives: Create win-win attitude when attracting or selling sponsors Relationship Results: Both sides benefit; if nothing’s invested, nothing’s gained Strategy, Plan, Work: Leverage and activate relationship to ma

Everyone knows the COVID-19 pandemic has impacted sales, marketing, and businesses worldwide. Uncertain times call for empathy to best serve others.     Today’s guest is Jim Benton from Chorus.ai, a conversation intelligence platform. Early on, Jim and his data science team recognized the need to crunch and record a lot of numbers to analyze how customer bases are adapting and adjusting to changes.   Some of the highlights of the show include: Daily Briefing: Share unique and empowering productivity, sales, business data Weekly Briefing: Bring rich data and best practices to market to adjust/reopen Why bring CFOs into sales calls? Rationalize numbers and reduce friction Extreme/Outsized ROI: Present with clarity, rigor, and above-the-line selling Human Side of Problem Solving: Challenging events create massive change Leadership: From chaos to sanity through data-driven coaching to grow people Intimidating Interactions: Team effort, roles to play, and desired outcomes Collaboration: Offer equal access to rich

How do you build long-lasting, mutually beneficial relationships with your best customers? Treat influencer marketing more like relationship building and less like a cash transaction.     Today’s guest is Magda Houalla, Director of Marketing Strategy at AspireIQ. She describes how to elevate influencer marketing beyond clichés to achieve results. Some of the highlights of the show include: Influential Evolution: Find influencers, manage relationships, analyze results What it means to be influential? Focus on product for community building Who is influential? Customers, enthusiasts, subject matter experts, employees Business Objectives: Self-serve access to technology and relevant information Where to begin? When overwhelmed with possibilities, focus on personalization Fan of Brand: Target audience, customer personas, and values-first approach Start with a Story: Value-focused pitch and communication are key elements Building-type Mindset: Engage and approach people with more of a relationship ROI: Exponentia

Good content with bad design equals bad content. Good design can be expensive and hard to scale, but the value of quality graphic design can’t be overstated.  Today’s guest is Russ Perry from Design Pickle, a flat-rate creative services platform. What’s the catch? Never pay more than a monthly subscription. Get help with your branding and design without breaking the bank, or settling for below-average work. Some of the highlights of the show include: Scale investment by allocating design resources without cutting corners Challenges: Find good talent, attract customers, take competitive advantage Brand: More than just a logo; communicate through visuals and creativity Mistakes and Excuses: No time, money, or understanding of good vs. bad design When design needs outpace resources: Narrow niche, segment needs, and select specialists Trolls: Trigger reversal by providing help and proving your value to haters Create/Update: Communicate confidence to reflect niche, audience, and value FreshStock: Stock asset libr

Some apps skyrocket, while others fly under the radar and fade away. Apps that succeed apply simple, yet effective tactics that drive rapid growth and sustain revenue. Today’s guest is Sean Casto, founder and CEO of PreApps. Sean’s #1 app marketing agency in the United States offers proven strategies and techniques to achieve launch, download, and other goals for apps. Some of the highlights of the show include: 10X Revenue Model: Sean’s straightforward framework for building, scaling apps Step 1: Increase sales conversions Step 2: Increase prices and premium offers Step 3: Increase frequency of sales per user Step 4: Increase product offerings App Stats: 90% of marketplace apps make less than $500 per month 80% of app’s revenue comes from 20% of app’s customers Roadmap: Begin with end in mind without reinventing wheel, getting distracted Links: PreApps Sean Casto Sean Casto on LinkedIn App Marketing Secrets Podcast Gartner CoSchedule

Stuck in a rut at work? Bored beyond belief? If you’re thinking about or wanting to change jobs and careers, consider the following: How long will it take to learn new skills? Will it affect your income? Are jobs available? Will it make you happy? Today’s guest is Kevin Urrutia, a former software programmer at Mint that now runs the Voy Media marketing agency in New York City. Kevin knows exactly how some of you feel. He shares useful insights and nuggets of career development wisdom. Some of the highlights of the show include: Why change careers? Curiosity, necessity, and desire to do what you do best Mindset Shift: From tech hackathons to marketing startup and SEO skills Facebook Advertising: Learn by doing to grow in marketing industry Career Advice and Questions to Ask: What do you enjoy, even in tough times? Strategies: How to do Facebook ads, SEO, Amazon—instead, start from scratch Stay Connected: Keep up with what people are saying via social groups Mistakes Made: Courses/coaches accelerate learning;

Collaborative ideation isn't always easy because everyone has ideas and opinions. You can’t execute every idea all the time, but need to narrow the list and make sure input is heard and time is respected. So, how do you filter and service only the best ones? Today’s guest is Sean Ironside, global brand director for EGYM. He describes how to develop a sound process when creativity and ideation are at odds. It just needs to be consistent to workout for everyone and everywhere. Some of the highlights of the show include: EGYM: Global provider of fitness hardware and software Responsibilities: Coordinate branding efforts across departments, teams, offices Ideation Process: Creative, collaborative, and effective consistently Replicate Remote Process: Successful solution⁠—no matter the size Disconnected Differences: Process/platform meets maturity, needs, and culture Step-by-Step: Create or modify existing idea Identify subject matter experts (SMEs) Identify group to ideate Share knowledge of past and future poss

How can you grow your marketing career with just a few years of experience? Through the power of personal branding. But you better get started now—just ask an accomplished and successful 24-year-old entrepreneur from down under. Today’s guest is Lachlan Kirkwood, a digital marketing and conversions specialist who established ClickThrough, a startup that connects marketing talent with some of the biggest brands in the world. Some of the highlights of the show include: Personal Branding: Why it matters for marketers to add value Sole Intention: Build blog to practice digital marketing skills, not to build business Personal Brand Portfolio: Know, engage, leverage audience to iterate content Personal Brand Benefits: Agencies serve as source to attract new clients Distribution Channel: Personal branding and team members remain active How to get started on personal branding? Start small and set low expectations Biggest Barriers: Being a perfectionist and fear that your opinions aren’t valuable Highs and Lows: Pers

Is your company looking for ways to cut costs? Whenever there’s a steep economic downturn, marketers’ budgets tend to suffer. To survive, learn to do more with less. Today’s guest is Naira Perez from SpringHill Digital. She describes how to maximize marketing results with a minimal budget. Bigger budgets do not mean better results. Some of the highlights of the show include: Why? Company isn’t doing well and economic environment is in downturn Communicate Bottom Line: Convince company that cutting marketing costs more Cost vs. Resource Center: Marketing can adapt to changing consumer behaviors Bigger Budgets: Does lack of budget inhibit marketers’ success? Audience Acquisition: Who are you talking to, and what are you telling them? What can you get for less? Consider existing clients and user-generated content Outsource: Need to do same amount of work with fewer people, hire freelancers Resources: Prioritize people over software due to irreplaceable knowledge/value Research and Reflect: Look at yourself and

How can a startup's revenue double in six months? By creating content that's authentic and based on personal experience. Authenticity isn’t just a marketing buzzword.  Today’s guest is Jason Quey from Growth Ramp. He provides guidance on how to infuse authenticity into content marketing because it’s easier said than done. Some of the highlights of the show include: Mission: Assist 1,000 entrepreneurs go from idea to scale to get 1,000 customers What is authenticity in marketing? Advertising equals salesmanship times print Cite own experience or duplicate others’ research by borrowing credibility What is your value proposition? Unique selling proposition? Problems and Solutions: Talk to customers to understand outcomes to achieve Brand Messaging: Customers talk about the same problem using different words Experience: Bring own ideas, values, and language that others easily understand Teardown Analysis: Create content authenticate to you that’s valuable to others Prioritize content creation for buyer types (mo

Do you need a prescription for fixing what’s wrong with marketing in the manufacturing space? It’s not a dose of flashy trends or tactics, but philosophical and foundational ways of thinking differently. Today’s guest is James Soto from Industrial Strength Marketing, an agency dedicated to helping industrial manufacturers make marketing the strength of their business to meet customers’ needs. Some of the highlights of the show include: Family Business: Manufacturing experience through analog, digital, cell transition Bluetooth Backbone: Visual reality momentum on standards and sources Promise to practice being better marketers and sellers of products and services Critical Component: Make way of living life and doing business obsolete Top Tenets: Change, plan, communicate, respond, and measure success Marketers’ Mindset: Change should not mean doing, making, or writing stuff Clarity: Who are we? Where’re we going? How do we get there? Communication: Persistently create engaging, useful, and actionable content