Episode 99: Tying Revenue back to Traffic, with Steffen Hedenbrandt

Disclaimer: When I bring technology vendors on the show, you should know that they are not sponsors or affiliates. They’re simply here to give you a broader perspective.

If you have been to the eye doctor for near or far sightedness, the equipment that’s likely been used to assess you is a phoropter. The part that’s put in front of your eyes looks somewhat like a pair of glasses, but it branches out from that with an imposing array of lenses, dials and machinery. You are shown an eye chart and the doctor flicks through alternate lenses, asking you to say whether the image is clearer with lens 1 or lens 2. When tests on the phoropter & other equipment is done, you end up with lens prescriptions that are right for you. 

This process isn’t unlike what’s behind marketing’s use of attribution models. They serve to show what impact advertising channels have on a company’s revenue, with pre-set models, each one weighing the impact of digital touchpoints differently. By attributing revenue back to the channels and campaigns that helped acquire it, you get a clearer view of what you are getting for your marketing dollar. 

Of course, marketers don’t use phoropters, but doing attribution analysis does take specific tools, and that’s what this episode takes us through. 

My guest is Steffen Hedenbrandt, who’s growth-oriented, data-driven and loves all parts of scaling a business.  He worked at places like Upwork and Airtame before cofounding DreamData, where he serves as the Chief Marketing Officer.He has a bachelor’s degree from Aalborg University and a Masters from Copenhagen Business School. 

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Episode 98: Built to Change: How to Future-proof your Marketing Team, with Amanda Farley

Change is the constant in today’s Marketing. The firms that adapt to that reality will survive. Those marketing employers that hold to conventional practices like daily office commutes and spliffs like Starbucks gift cards won’t survive this environment for long. 

My guest Amanda Farley knows this very well. She has been a marketer, performance strategist, and business success leader for over a dozen years. She is VP of Growth at Aimclear, a marketing agency dominant in customer acquisition and winner of 17 US Search Awards including 5X most recent Best Integrated Agency.

Amanda speaks at conferences such as SMX, HeroConf, PRSA Detroit, FoundCon, and TogetherDigital. She has appeared in publications including SearchEngineLand and MarketingLand. Amanda judges the annual Global Content Awards and UK App Awards. She has also been a finalist for Landy’s Search Female Marketer of the Year.

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Episode 97: Reacting to a Reengineered Sales team, with Rick Endrulat

No corporate function in B2B was impacted by the events of 2020 as much as sales. Salesforces had to reengineer themselves just to survive. We in marketing had better understand how these new sales dynamics are affecting us. My guest will help us do just that. 

Rick Endrulat’s passion for revenue generation began at Watcom, a spinoff from the University of Waterloo. He was there as it grew and was acquired by the sixth-largest software company in the world. He then co-founded Virtual Causeway, a consultancy that helps enterprises scale up their demand generation.

Rick is a Quantum Shift Fellow with the Richard Ivey School of Business at the University of Western Ontario. A past recipient of Waterloo Region’s “40 Under 40,” Rick has also received Wilfrid Laurier’s MBA Alumni Award in 2008 and 2013, and Communitech’s Tech Impact Award for outstanding leadership and involvement in the local technology community. He is a member of Laurier’s President’s Council of Advisors, and a two-time winner of the Laziridis School of Business — Entrepreneurship & Innovation award. He has an Honours Degree in Arts and a Masters of Business Administration from Wilfrid Laurier University.

Not one to stand still, Rick co-founded School of Rock Kitchener-Waterloo, which rapidly grew to become the largest music school in the community. He is also Co-Founder and Director of 100 Guitars for 100 kids, as well as a Founding Board Member for Sustainable Waterloo Region.

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Episode 96: Is the Marketing Services Model Broken? with Leona Hobbs

Is the Marketing Services Model Broken?

My guest is calling BS on the state of agency-brand relations. Considering her qualifications in this space, it’s worth hearing her out. Leona Hobbs joined global public relations agency Fleishman-Hillard right out of school. She worked on strategy across several sectors and rose to become a vice president there. 

The 1990s and early 2000s had her working with internet clients like Yahoo and Tucows as director of communications. Working in agencies and through her own Reset Digital brand, she consulted with leading automotive, industrial, financial services, cruise line, and consumer brands. She also had an extended account leadership role with a Fortune 50 semiconductor firm.

People, Companies and Concepts mentioned in this episode:

Episode 95: New database technology paradigm, with Chris McLellan

Big Data has a problem. It’s not just its bigness; it’s the rigidity of the databases that hold and that force us to make data copies. Resulting problems, from privacy to fidelity loss, are so severe, we should revisit the first principles of how databases are built. Let’s be honest, if we could build our whole data infrastructure over again, would we do it differently? 

Today’s guest says we would have built data like a network. Thankfully, next-generation technology will allow us to store data in this new way while still making use of old-style databases.   

My guest is Chris McLellan. He splits his time between the nonprofit Data Collaboration Alliance, and Cinchy, the leader in enterprise data fabric technology. Coming out of Bishops University with a degree in Political Science, his career has included stints at VarageSale, and Lyft, as well as startups like Flexday and ChangeJar. He also created the go-to-market strategy for Hailo, the taxi network of 35,000 licensed drivers. 

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Episode 94: Winning People’s Buy-in by Telling Stories, with Amy Hebdon

Stop me if you’ve heard this one before. You’ve taken on a marketing initiative that is finally going somewhere, and it’s now time for management to see what you’ve done and approve more funds, or give you props for  all your hard work. But on presenting your data, you’re only met with blank stares or nit-picking centred around how you put your data together. 

What’s going wrong when this happens? It’s probably that your audience couldn’t boil it down into something that makes sense to them. The universal structure that all of us use to do this is stories.  

My guest uses stories to present the performance of her marketing programs. It’s her contention that using a story-like framework works to your advantage when presenting data. Amy Hebdon has managed Google Ads Since 2004, working her way through at least a half dozen agencies.  In 2017, she and her husband James co-founded Paid Search Magic, which provides coaching, consulting, audits, reporting, and courses for those who want to get better at search engine marketing. She has lived in a handful of states and two central American countries, and she joined us today from the new “Home-base” which is in Tennessee. 

Fun Fact: she once worked for a man (named Mr. Schneer) who was in charge of the company website and didn’t know how to use the internet (he asked which was the “dot” key in typing “dotcom”)

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P-A-S framework:

  1. Problem
  2. Agitate
  3. Solution

Episode Reboot. 

Frame your statistics in a way that illustrates the impact on what your audience cares about.

Episode 93: Visualizing & Making Data Valuable, with Eric Boissonneault

In its raw form, data’s not worth much. If refined and put together with other data, it can be worth a lot. Here are well-known brands that built their value by creating a useful visual experience out of user-generated data:

  • Notable Examples:
    • Glassdoor
    • Nest
    • Zapier
    • Mint
    • Robinhood
    • Flipboard
    • Ancestry
    • GoodReads

This episode’s guest will help us see what is possible once you have data in your hands. Eric Boissonneault grew up loving numbers, but it wasn’t until he saw a Hollywood movie about card players at age 16, that he knew how he would apply his skill. He taught himself poker and methodically played this ‘game of chance’ so well that He became a professional player through his years at University du Quebec à Montreal and beyond. 

After cashing his poker chips in, he wanted to show the business world how they could look at the data they have on-hand as the basis for decisions. In 2020 he founded data consulting company Systematik to help businesses untangle, collect, visualize and understand their data.

Listen in this episode for Eric’s explanation of how you can put a unique transformation or twist on the data you already have, and even make an application that monetizes the data. 

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How fast will you hit Google Sheets 5-million cell limit? If you have a spreadsheet with 5 tabs and each tab fills columns A to CW, and there is 10000 rows of data in each tab. It happens faster than you think.

Episode 92: Looking at choice…from all sides, with Oz Gurtuna

Marketers help buyers make choices. Marketers must also make choices. No matter who  we are, we inevitably must make choices. Join this special conversation about how tools can be incorporated into decision-making to help out the person who’s on the hot seat. 

Oz Gurtuna has a Bachelors from Boğaziçi University, a Masters from International Space University and a Ph.D. from Concordia University. He has worked in sectors as diverse as space, solar energy and web development. Coming to his current role as an agency owner who lives in Montreal Canada. 

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Oz’s ventures:

Episode Reboot. 

Try Plumfind’s tool to help you choose your marketing platform(s) – it’s ungated for unlimited use

Episode 91: What first party data can tell you about your Leads, with Wart Fransen

Disclaimer: Technology vendors that come on the show are not sponsors or affiliates. They’re invited on the podcast to give a broader perspective.

There is still a good deal of information that prospects give you when visiting your site.

If you use this information in the right way, instead of annoying them, you may actually provide an experience that tailors how they’re treated in such a way that may pleasantly surprise them. 

We look in our analytics at all top-line numbers for activities , but not all that often do we drill down to the individual level. This is where we can learn about how our site is or isn’t working for a particular user. 

Wart Fransen is a longtime web programmer and entrepreneur. Freelancing in his first few years after school, he found himself  helping multinationals with their websites, including finding out what they could about who was on them. Seeing company after company wanting the same thing, he set out to build several analytics products to fill these needs. In 2014 he co-founded Leadboxer, a tool that examines a website’s visitors and aims to give insights about if they are ready-to-buy.

Beyond his fascination with technology, Wart’s a father of two and a strong proponent of causes like fighting the disinformation surrounding the Russian invasion of Ukraine. He spoke to me from his home-office near Amsterdam, the Netherlands.   

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Episode 90: Rethinking Website Redesigns, with Darlene Moore

No matter which side of the agency/brand fence you are on, I’m sure you think you know what it’s like to be on the other side. Regardless of our good intentions, reality is that we approach the work from different angles, blocking our ability to see it from the other’s perspective. One undertaking that all of us get the same view of is a website overhaul. It’s a project that feels grueling for anyone, agency side or client side. And yet, the learning we can all come away with can help us be more empathetic to co-workers and outside team members we work with.

Darlene Moore is the CEO of Drive Traffic, a marketing and web design agency where she also provides fractional Chief Marketing Officer services, guiding companies’ digital marketing strategy. 

In addition to being a longtime independent marketer, she worked at Yellow Pages, building out their search engine marketing practice. She has degrees from both U of O and Carleton university and is an unapologetic dog-lover.

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Episode Reboot.

Think about what feeling you want visitors to have while on your website.