Episode 162: In search marketing, change = opportunity. With Giannina Fumagalli

In search marketing, change = opportunity. with Giannina Fumigalli

This is the second episode in a series on having a thriving career. There is one specific subfield where this challenge is harder than usual – it’s marketing within paid and organic search. There are always new tools and techniques coming along, and In our guest’s opinion, to be a search marketing professional means upgrading yourself, to master them while the iron is still hot.

I’ll be talking with someone who has dealt with more than her fair share of change – but who feels she is better as a result. Originally from Peru, Giannina Fumagalli has lived in Montreal Canada for the last 18 years and who has been working in digital marketing that whole time, including both agency and client-side roles. She is currently the Growth Marketer at Vircom, a pioneer in B2B Email Security.

People/Products/Concepts Mentioned in Show

Giannina works at Vircom.com

Parisian vs Quebecois French

RSA = Responsive Search Ad

Episode Reboot. “Not all clicks are created equal”

September 20, 2023September 10, 2023

Episode 161: Charting your course as a young marketer, with Marissa Homere

Ep 161 Charting your course as a young marketer

There’s a lot you need to deal with in a marketing career, such as:

What skills you should chase after when in an entry-level vs what’s needed at higher levels
How to manage both above and below your level
What continuous learning actually looks like
Knowing when a job isn’t panning out and you need to cut your losses
Balancing whether to join a company based on the brand’s cachet, the title, the salary and what you will get out of the experience
Advice when interviewing for marketing roles – what she looks food when hiring
How to cultivate your profile within your organization
When to stay a generalist, or when to gain a specific skill by joining a special project

This episode’s guest is eminently qualified to cover these topics. Marissa Homere is the VP of Marketing at Irwin, an investor relations and capital markets software company. She is a demand generation leader and for the last decade, she has built and scaled marketing teams in a wide range of industries. She also teaches in an online marketing program.

In this episode, Marissa shares her thoughts on the marketing industry as a whole, how young professionals can be best prepared for today’s rapidly changing environment, and what it takes to succeed in a fast-paced marketing role. Most importantly, she talks about how, as a wife and mother, how societal issues have muscled in on her life as a marketer. Like being a working parent, handling old oppressive tendencies in the workplace, struggling to balance career ladder-climbing with family responsibilities.

People/Products/Concepts Mentioned in Show

Marissa works at Irwin

Dave Hale

uOttawa Marketing program

Modern Marketing Certificate

Episode Reboot. Marissa’s 3 questions: Are you growing? Are you learning? Are you fairly compensated?

August 18, 2020August 25, 2020

Episode 30: A nontechnical look at your tech stack with Steve Foster

Every part of marketing today runs thanks to technology, but few of us understand what actually goes on under the hood. This episode’s guest talks to us about what we really need to understand about our technology stack, and how we can use more automation in our marketing.

Our guest is Steve Foster, the founder of 628 Media, which helps businesses clarify their message and implement the tools and strategies they need to drive revenue and build their brand.

Steve was inquisitive at a young age, watching his father, a mining-company electrician, troubleshoot problems. Though he went through university for Mechanical Engineering, what really captivated him was human psychology. This carried through to choosing sales positions after school and, in 2013, starting a company devoted to helping other businesses sell and market themselves.

People, products and concepts mentioned

Tracking pixels

Green Geeks eco-friendly hosting

Google G-Suite

Microsoft Office 365

Many more tools are listed in a page prepared by Steve

Steve and 628 Media can be found on LinkedIn, Instagram and Twitter

Reboot: When deciding if you will outsource technical work or DIY, compare the cost with a simple calculation of what an hour of your time is worth. For higher accuracy that takes more factors into account, you can use this interactive questionnaire.

June 19, 2019October 20, 2022

Episode 11: How A Call-to-Action Makes the Whole Funnel Work

This is part of a series on Elements of Every Funnel. Fifty years ago, Author and Ad Age writer Bob Stone gave a framework for direct marketing funnels: list, offer, creative. Today, we will focus on the ‘Offer,’ otherwise known as the call-to-action.

In this episode, we look at both sides of website interaction. We discuss how visitors progress through a website and how marketers make conversion offers for visitors to complete. Marketers make a critical choice when deciding the conversion actions they use, so we go through the most common call-to-action offers used on leading-edge websites. Listen in for answers to these topics:

Why do we have conversions?
How to optimize your conversion offers
How to choose what call-to-action to put on your webpage
How to effectively use chatbots, contact form, call buttons, questionnaires, etc

Ideas and Products mentioned in the episode:

Chat tools

People mentioned in the episode:

Karl Blanks and Ben Jesson, author “Making Websites Win”

Chris Goward, author “You Should Test That”

Brad Geddes, author “Advanced Google AdWords”

Tim Ash, author “Landing Page Optimization”

Sangram Vajre, Flip the Funnel

Reboot:

Enjoy this list of Conversions/Calls-to-Action from “You Should Test That” (reprinted with permission)

Lead-Generation Goals

If lead generation is your overall purpose, the goals might include any of the following specific user actions:

Request a quote
Create an online quote
Request an in-person demo
View an overview video
Request a phone call
Take a quiz or poll
Request a situation analysis
in a contest
Request market information
Fill out a needs-analysis
Book a meeting
questionnaire
Use a needs-analysis wizard
Ask a question
Use an interactive savings or RO
Complete a contact form inquiry
calculator
Download software
Click to call
Sign up for trial offer
Click to chat
Request a printed brochure
Make a phone call
Request a catalogue
Register for a webinar
Download an online brochure
Register for a conference
Download a whitepaper
Sign up for a newsletter
Download an ebook
Sign up for a blog subscription
Download a worksheet
Sign up for an RSS feed Subscription
Download a case study

E-Commerce Goals

For e-commerce, your goals might be based on any of these common metrics:

e-commerce purchase conversion rate
Average order value
Return on ad spend
Revenue per visitor

Or they might include any of the following user actions:

Sign up for an RSS feed
Request a catalog
Subscription
Ask a question
Add to cart
Click to cali
Save to a wish list
Click to chat
Sign up for auto-reordering
Sign up for a newsletter
Add accessories (up-sell)
Sign up for a blog subscription

Affiliate Marketing Goals

For affiliate marketing, your goals might include a specific revenue-per-visitor value, along with any of the following actions:

Click through to an affiliate site
Sign up for a newsletter
Sign up for a blog subscription
Fill out a needs-analysis questionnaire
Sign up for an RSS feed subscription
Use a needs-analysis wizard
Find a service provider
Use an interactive savings or ROI calculator
Find savings in your area
Create an online quote

Subscription Goals

Subscription goals might include any of the following actions and metrics:

Sign up for a free trial subscription
Upgrade subscription
Paid subscription signups
Average subscription signup value

There are many more goals you can track, depending on your business model. For each test, choose the one that drives the most revenue. Once you have identified the goals for your test, you’ll be ready to set up your conversion-optimization experiment and get testing.

April 9, 2019October 20, 2022

Episode 10: How a Tracking Infrastructure Makes the Whole Funnel Work

This is part of a series on Elements of Every Funnel. Today’s focus is the infrastructure that needs to be in place to know everything about people’s interactions with your website.

This episode covers what needs to be in place to know everything about people’s interactions with your website.

Listen in for answers to these topics:

What are the main pieces of a funnel infrastructure
What are the skills you need to set up and maintain your infrastructure?
How to track what’s happening in your site through Google Analytics, everything from a video view to use of a chatbot
Which tools manage the tags behind these conversions
What you need to run A/B testing

You’ll also hear how Mother Hubbard, Gas Tanks and the game of Plinko all relate to tracking on your website.

Ideas and Products mentioned in episode:

Installing the Google Sheet add-on

Google Analytics

Search Console

Google’s Campaign URL Builder

Google Analytics Suite

People mentioned in episode:

Sayf Sharif

Sangram Vajre

Reboot:

Please go see the Google Marketing Platform by going into https://analytics.google.com and clicking the 2 by 2 grid icon shown below.

February 3, 2019October 20, 2022

Episode 9: How Dashboards Make the Whole Funnel Work

This is the first of a series on Elements of Every Funnel. The graphic here shows how they all work together to generate a conversion.

Though it’s not an outwardly facing element, something that’s always part of the mix is the management metrics (top-right). Today’s episode focuses on how to make the dashboards that contain those metrics work for you.

Here is the 7-step process described for building a marketing dashboard:

Interview stakeholders
Review Technology
Select KPIs
Group requirements
Select Charts
Prototyping/Wireframing
Launch

Ideas and Products mentioned in episode:

Entity relationship Model (ERM)

Database Schema

Extract Transform Load (ETL)

People mentioned in episode:

Special thanks to Doug McCaffrey who collaborated on this dashboarding initiative with me.

Reboot:

Look at Nicholas Kelly’s site, Nicksight.com for ideas and products related to dashboard-making

December 6, 2018December 18, 2018

Episode 8: Top Paid Search Updates of 2018

This episode looks at 2018’s Top Changes in Paid Search Marketing. We have three PPC Professionals who reviewed the long list of features that PPC platforms made in 2018 and cut it down to a handful that are having the largest impact on B2B companies. Hear what we think are the best and worst changes made this past year, and what advertisers should to in reaction to them.

Special thanks to two people who know their way around all the major PPC platforms, Pierre Levasseur and Olga Gladycheva, for joining as guest panelists in this episode. The updates covered include:

Google Analytics Audience Report
Bing Native Intent Ads
Responsive Search Ads
Smart bidding Display campaigns
Click to Message Email Forwarding
Bing’s new LinkedIn targeting abilities through Microsoft Audiences
Google Ads Removal of some Budget Limits
Custom Intent Audiences for Display/Retargeting
New Script GTAG.JS in Response to Browsers dropping cookies
Google Ads Suggested Ad copy
Smart display campaigns
Increased targeting of mobile traffic on display campaigns

December 5, 2018February 13, 2022

Episode 7: Integrating CRM and Marketing Automation into your Funnel, with Ed Goffin

Ed Goffin of Pleaora Technologies talks about CRM and Marketing Automation

In this episode, we hear from a company that’s successfully using two enterprise applications to run sophisticated digital marketing programs.

Shownotes:

Ed Goffin works at Pleora Technologies and can be reached at ed.goffin@pleora.com

They use Salesforce as their CRM and Pardot for Marketing Automation.