This is the fourth episode in our Summer Books series.
Anyone who’s joined a Twitter chat or attended a conference session about it knows that discussing PPC stirs up strong opinions. The criticisms around Google, with its near-monopoly, grow louder and louder. Whether it’s making their auction more competitive, their campaigns more automated, or their data reporting more opaque, it seems that everyday there’s something Google does to tick off its users.
It is against this backdrop that Kirk published “Ponderings of a PPC Professional” in 2020. For the last decade, Kirk’s agency, ZATO marketing, has specialized in Google Shopping Ads. His moral compass clearly points towards what’s best for the advertisers that are his clients. Kirk is not afraid to tackle these things head-on. In some areas, the book offers a philosophical slant, keeping it fresh for whatever a PPC marketer in the future might be grappling with.
Our book is “Marketing Automation Unleashed” by Casey Cheshire. From 2011 to 2021, Casey was the Founder of Cheshire Impact a From Nashua, New Hampshire-based consultancy focused on Pardot. He is the host of the Hard Corps Marketing Show which has just blown past its 250th episode. You’ll also find him sharing his views on marketing automation at industry events including Dreamforce.
Prior to Cheshire impact, Casey served in the U.S. Marine Corps and he maintains that physical stamina as a skydiver, mountaineer, triathlete.
He released the book in 2019 and I have not only read it but gifted it to others.
People/Products/Concepts Mentioned in Show
Four Functions of any marketing automation tool, rolls up to acronym CNAR:
Cheshire Success Index (CSI) – a 10 point marketing automation assessment
Our guest is an authority on analytics, digital marketing, and marketing technology. A recognized thought leader, best-selling author, and keynote speaker. He has been named by IBM as a Champion in IBM Analytics.
Chris is a cofounder and Chief Data Scientist of Trust Insights, a Boston -based digital analytics firm. He is co-host of the Marketing Over Coffee podcast. He has also run the marketing for a series of startups in the financial services, SaaS software, and public relations industries.
People, products and concepts mentioned in the episode:
Businesses know that for their marketing to have a significant impact on revenue, they have to put some effort into it. Many are confused by where effort is most needed and how to measure it all. Rich Brooks gets this and his hope in writing the Lead Machine was to break this whole marketing puzzle down into its constituent pieces.
Rich Brooks is founder and president of flyte new media, a digital agency in Portland, Maine. He founded The Agents of Change a weekly podcast that is about to cross the 400-episode mark. He is a nationally recognized speaker on using digital channels like search, social media and mobile for marketing to your audience. Rich also hosts the Agents of Change conference which takes place in Portland, Maine.
This episode begins with websites, which Rich sees as the cornerstone of your marketing assets. We then skip through the chapters he devotes to SEO, paid traffic, Social Media, Email, Podcasts and Video. We also explore how to contextualize this investment, so we have a yardstick to judge whether we aren’t spending enough or we are spending too much on marketing.
People, products, concepts mentioned in this episode: