Episode 64: Virtual Events with Jarrod Goldsmith

Before 2020, most interactions between sellers and buyers were done in-person, at industry conferences. To attract and retain customers, companies held their own seminars or user group events. Of course, none of us have been driving or jetting around for the past year and a half (I’m recording in late 2021)  and as of now  here in Canada and elsewhere, we have filled the void with virtual events.

These are more than just webinars, If you have attended one, it’s likely been a paid affair, though cheaper than it’s IRL counterpart. These  virtual events enable you to interact with others, you can either take part in breakout sessions, ask speakers questions & take their polls, or sit at virtual tables to chat and network.   

So while it’s unclear whether we will keep using virtual events as much once face-to-face meetings return, there’s no denying their powerful advantages. 

I’m speaking to someone who knows more about virtual events than almost anyone. Jarrod Goldsmith has tons of experience running physical events and hosting exciting virtual events for others. He is better described as a Canadian small business community builder and is the embodiment of the small business spirit. He founded Sax Appeal (Canada’s Premier Saxophone Ensemble), Jarrod also shares his passion for entrepreneurship through the eSAX Podcast series and the Pivoted Success Podcast which he co-hosts. You can also follow Jarrod on social media; he’s easy to spot, he’ll be wearing his ever-present Fedora. 

People/Products/Concepts Mentioned in Show

Show Flow Diagram sample:

Horizon Workrooms: Facebook’s Metaverse Starts With Virtual Reality Meetings

Event registration tools: 

Event recording tools for hosts:

About Jarrod:

Episode Reboot.

When attending an event, add your social links to your main profile, it gives people chances to connect with you down the road, whether or not they engage with you during the event. 

Episode.63: Marketing Stack Do’s and Don’ts, with Dave Hicks

The element of marketing that occupies the largest chunk of our time and energy is the collection of software tools that we use. We usually termed it as our technology stack. Some people have seen enough things done with tech stacks, they can spot the do’s and don’ts that marketers should follow. I brought somebody on who I think is really good at this. 

Dave Hicks is a front end digital marketing strategist, photographer and designer whose tools of choice are Adobe Photoshop and Illustrator.  He’s also a backend developer who knows JavaScript,  Jquery, Node.JS, Ruby and PHP. But what he’s especially good at is making sure that the tech stack a company uses conforms to the marketing objective that the strategy calls for. 

I met Dave through some of his community minded pursuits including his organization of live meet ups for social media and marketing folks in Ottawa. I also enjoy gawking at the creations he makes out of Arduinos and Raspberry Pi’s as a hobby. After doing a lot of moving around in his youth, he settled in Ottawa, where he lives and works on cool projects as a freelance marketer.

People/Products/Concepts Mentioned in Show

Episode Reboot. You can’t automate everything.

Episode 62: If marketers had a creed. How being a thoughtful person helps us in our profession, with Morgan Friedman

Our guest, Morgan Friedman, loved math as a kid, so it may not surprise you to know that his life as a marketing professional centred around pay-per-click, most recently as the CEO of a few digital agencies.  

That’s interesting in its own right, but when we step back to Morgan in his 20’s, he was already doing different things than what I did at that age: 

  • He Cofounded “Overheard in New York.com,”  dubbed one of the coolest blogs by Time Magazine, it still exists 17 years later, with bazillions of pageviews. 
  • He published my two Amazon bestseller humour books.
  • He ran an experiment to gauge human communication. He bet that good actors could convey story lines solely through body language, and he tested this by watching an entire season of the sitcom Friends without sound. 
  • He obtained a bachelor’s degree from UPenn, with studies in English & History. Not just history, but Classics in particular

This last activity brings us to why he’s here today. Classical philosophy influenced Morgan heavily, and he feels that philosophy can teach us much about marketing. As someone who’s overseen a lot of client relations, he believes practicing thoughtfulness is a key ingredient to good agency-client collaboration. 

As a mini pandemic project last year, Morgan put out some posts illustrating how various philosophers would adapt their approach to Pay-per-click marketing. Of course his posts were tongue-in-cheek, but they paved the way for today’s conversation. 

Listen to why philosophically inquiring about what we know helps us frame problems. Hear him tell how communicating with empathy impacts how well others understand us. I’m sure you’ll catch these and other deep ponderings that have very practical application in our day-to-day digital marketing jobs

People/Products/Concepts Mentioned in Show

Philosophers: 

About Morgan:

Episode Reboot

Please don’t ever utter a sentence in conversation starting with “Obviously….”

Episode 61: Tools for wrangling marketing data, with JD Prater

What needs to be done with marketing data to make it usable?

Essentially, it must be taken from its original source, formatted cleanly, and put into your database to be analyzed. This is handled by a process called ETL, Extract, Transform & Load. This process was done manually in olden days, but AI is now facilitating this task to be almost entirely done by technology. 

Our guest can help us get familiar with how this works because he approaches it more from a marketer’s perspective than a technical one. JD Prater has a background in the world of paid media marketing, probably the niche that’s most famous for doing detailed analysis on large amounts of data. He has recently become Marketing Lead at Osmos, the maker of a tool that uses AI to help companies with ETL work. Besides that, JD has done marketing in-house at Amazon and Quora, and worked on brands while with a PPC agency. Besides that, he’s well known for speaking on digital marketing and being involved with several podcasts, and when he’s not on dad duty, you’ll catch him somewhere in his home state of Oklahoma, out cycling on an open stretch of road.

People/Products/Concepts Mentioned in Show

Episode Reboot

Go take a product demo of some tool you might use.

Episode 60: What makes a good Pay-Per-Click Marketer with Greg Finn

Do you know a marketer who is adept at using Google Ads or a similar platform to turn out a steady supply of leads? Like Liam Neeson in Taken, what these specialists “have are a very particular set of skills” Not only that, without a standard industry certification, the only way to see if someone possesses these rare skills is to divert some media budget and see what they do with real money. 

Those that do well at this sort of thing can be described as having Multipotentiality or Renaissance qualities. 

  • Part-numbercruncher
  • Part-editor
  • Part-scientist
  • part-librarian

Does such a person exist that can do all this? If there is, they may well be the Perfect PPC Professional. But even if there isn’t, it falls to some of us to hire a person to run our paid ads, or we ourselves may be that person, who’s figuring out which skills to develop. In either case, it’s important to identify the right traits needed for this role. 

Greg Finn has known how to run PPC marketing campaigns for more than a dozen years and now hires and develops people in this role. Many in digital marketing know him by the hundreds of articles in Marketing Land and Search Engine Land. He founded the agency  Cypress North  with his partner Matthew Mombrea and is one of the hosts of the long-running podcast Marketing O’Clock

People/Products/Concepts Mentioned in Show

Episode Reboot: Don’t stop at just reading about a topic, write about it so you get a really good understanding of it.

Episode 59: Strong Social Strategies with Kyle Turk

I don’t know if you frequent the same social channels that I’m using for the podcast: IG, TW and my personal LinkedIn feed. I’ve put posts for the last 3 years on those platforms and the one thing I can tell you is that without paid promotion, it takes real work to reach a decent audience. 

I wanted to know how others play this game so I asked someone who started promoting things on Facebook 15 years ago. He’s not on all the social channels and doesn’t pretend to keep his Twitter account active, but for the company that’s his day-job and the clients he serves through his agency, he knows how to use content that gets noticed. 

Today’s guest, Kyle Turk, has headed the marketing teams at both public and private sector organizations. He has a Bachelor of Business Administration from St Francis Xavier University, and is a recipient of Ottawa’s Forty Under 40 award.

Listen for his explanation of how to conceive and create content.  He also does a great job of outlining how social selling should work to smoothly shift from public commenting with someone to  continuing the conversation through direct messaging. 

 Let’s learn how to up our social media game, with Kyle Turk!

People/Products/Concepts Mentioned in Show

Episode Reboot

Observe what posts prompted you to engage. Deconstruct them and see what’s transferable to the content that you post.

Episode 58: I know what you’re saying, with Debra Workman and Justin Hacker

Voice technology is so prevalent, I’m giving a disclaimer on this episode that we’ll refer to some voice assistants by name, so smart-speakers or digital assistants within earshot will, you know, notice.  

Many of us may be users of voice recognition, but few of us know how to use it for marketing our companies. Coming up with applications is hard, with a platform whose interface is invisible. Few of us are exposed to the artificial intelligence behind it, so we can’t picture what we’d do with it. As the Steve Jobs quote goes, “A lot of times, people don’t know what they want until you show it to them.”

To help us with this, we’ll talk with a company that launched a voice AI tool, and is happy to peel back the curtain on how this all works. Our guests are both from UCLab, a  software development firm in Ottawa, where Debra is a Partner and Justin is CEO. 

Listen for how this technology began with simple single-word commands, to where it can now process whole paragraphs containing advanced grammar structures. You’ll learn how it goes beyond turning itself on or off, to interacting with calendars and documents. They will share  how AI monitors which points someone brings up on a call and whether it was said in a positive or negative way, so before you talk again, you’re ready for that objection. Also hear how detecting different human voices lets it assist with meetings by pulling out of the discussion, email them to people action items.

Bound to be some good ideas here for how to use this in your marketing or your work life. 

People/Products/Concepts Mentioned in Show

VOICE TECHNOLOGY, A BRIEF TIMELINE

  • 1950s: computer program Audrey created, it understood numbers 1-10
  • 1985: stuffed animals that take voice command, like Teddy Ruxby, enter marketplace  
  • 1990: Dragon Dictate launched
  • 2011: Apple releases Siri 
  • 2011: IBM Watson won on Jeopardy 
  • 2013: Alexa, Cortana, Google Assistant enter the marketplace
  • 2013: Movie HER released

Nielsen ratings

Xbox Kinect

IVR – Interactive Voice Response

GPT3

Company Debra and Justin are part of, UCLabs

Debra Workman on LinkedIn

Justin Hacker on LinkedIn

Episode Reboot: check out UCLabs’ meeting assistant, BlueCap

Episode 57: How AI Levels the Marketing Playing Field

If every part of your customer acquisition can be measured, you’ll figure out how to do it profitably. That premise has driven why digital marketing, and especially Pay-per-click (PPC) is managed by experienced humans. These professionals scour through data for the relationship between a company’s ads and the buyers actions; once found, budgets get shifted to achieve that optimal effect.  

A wrench has been thrown into our acquisition dreams by the ad platform titans: Google, Facebook and Microsoft (who own LinkedIn). Thanks to major AI investments they have made in the last five years, they’ve been able to automate much of the work that marketing professionals have done. In tandem with implementing their ‘smart’ software that runs autonomously, they have been restricting a marketer’s ability to manually control campaigns. 

The platforms believe their AI is smart enough to run marketing, so we can either be passive, letting them spend our money as they see fit, or we can choose to give them navigational assistance while they drive. The point is, you should have a game plan that works with the platforms’ AI. One that, over time, will generate the leads you need at the best possible acquisition cost.

I believe listening to this episode will give you that plan. It covers:

  • How marketing has become more computationally complex than humans can handle
  • What was in it for the platforms to automate PPC marketing
  • Stages of maturity for dealing with data, ending with predictive analytics
  • Why you shouldn’t fight ad platform automation, but instead use your business data to train algorithms how to market you more effectively
  • How you should integrate your in-house systems and apply data science to uncover insights

People/Products/Concepts Mentioned in Show

Paper estimating how much data optimized advertising requires, authored by Randall A. Lewis of Google; Justin M. Rao of Microsoft: “A calibrated statistical argument shows that the required sample size for an experiment to generate informative confidence intervals is typically in excess of ten million person-weeks”

Quote by Chuck Heamann & Ken Burbary in “Digital Marketing Analytics”:  “If you think about all the tools we have talked about…you see that there is one common denominator: You do not own any of the data. Herein lies what we think is the biggest revolution coming to digital analytics..companies will be building internal repositories for this data.”

Episode Reboot 

Go talk to a coworker who uses statistical measurement, to understand how the efficiency it achieves in other fields can be applied to marketing.

Episode 56: Content Inc. with Joe Pulizzi – Summer Books

The book we talk about in this show is #15 on the Amazon Best Seller list for Internet Marketing. Not to take anything away from past guests, but if you only listen to one of the 50 interviews we have done, I hope that you choose this one.  

I think most marketers have heard of the Content Marketing Institute.  The public figure at the centre of CMI, Joe Pulizzi, started it all with a blog post on April 26, 2007 “Why Content Marketing” His hypothesis in 2007 was that companies who put content on the internet would build relationships that blossom into future customers. He then went about literally putting out content that taught others how to do this. Once they came to the CMI site and got this free content, he would sell them everything from newsletters, to magazines, to training, and an annual Content Marketing World event.

For me personally, the story picks up in 2014 when I started listening to Joe’s podcast with  Robert Rose  on the podcast series, This Old Marketing. I found this giving-away-expertise tactic to be quite unorthodox, as I was accustomed to thinking that companies should mainly communicate with their audience through advertising. Listening to them influenced how I’ve come to see content marketing’s value. 

While CMI was evangelizing how to grow a business on content, Joe didn’t keep any secret about how well he was doing with growing his business. Already a bestselling author of several books, he came out in 2015 with Content Inc, that gave out the blueprint he was using. A year after it came out, he sold CMI in 2016 to the International Events company UBI. 

He may have finished with CMI, but over the next few years, he stayed close to both corporate and entrepreneurial content creators. His keen focus on them led him to pitch his publisher on a second edition of the book, which  rounds out the model by sharing the rest of his own journey of monetizing a Content-based business. the second edition that came out this year. I was amazed as I read it; so many new examples, all the updates on marketing channels, it’s a total overhaul from the first edition. 

This is one high-energy conversation. I was already pumped to talk to Joe, I’m not going to lie, and it seems we both got pretty keyed up as we spoke. 

People/Products/Concepts Mentioned in Show

Shift away from the Glengarry Glenross revenue-generation model

The Sweet Spot

Episode Reboot

To get another perspective on audience-building, see Kevin Kelly’s post on 1000 true fans

Episode 55: Content Marketing Engineered with Wendy Covey – Summer Books

No matter where you look around in today’s world, you use things that were conceived and built by engineers.  There were engineering-minded thinkers in ancient times like Archimedes and Leonardo da Vinci. industrial age thinkers like Thomas Edison and Henry Ford built on their ideas, to manufacture many things that improved the quality of our daily lives. Since then, engineers like Alan Turing, Thomas Watson and David Packard ushered in an electronic revolution that gave us the technology that makes possible the communication we’re having right now. 

Engineers are great. But, they are also a breed apart. They have a stereotype of being way too exacting for most people’s liking. They put a new spin on the proverbial glass half-full or half empty debate. While the Pessimist says “The glass is half empty” and the Optimist says “The glass is half full,” The Engineer does some measuring and pronounces “The glass is exactly twice the size that it needs to be.”

They also have a reputation for being notoriously tough to market to. Today’s guest knows how to reach engineers, and in her 2020 book Content Marketing, Engineered, she gives us a formula so we can reach them as well. 

Wendy Covey is a co-founder of TREW Marketing, an Austin, TX-based agency that serves technical industries such as engineering design and hardware manufacturing. Prior to starting the agency in 2008 Wendy produced global marketing and services programs at National Instruments. Another side of Wendy you should know about is how she loves outdoor recreations – in fact she is the current holder of a Texas fishing record.  

People/Products/Concepts Mentioned in Show

Geoffrey Moore’s Crossing the Chasm

SWOT Analysis: 

  • Strengths
  • Weaknesses
  • Opportunities
  • Threats

Episode Reboot

Figure from Wendy’s book (used with permission) showing channels where engineers prefer to get their content. Note how high YouTube and LinkedIn are on the list.