Category: Books

A series profiling recent books in the field.

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Episode 103: Data First Marketing, with Janet Driscoll Miller

If you’ve listened to this show, you know that I believe we can base all the marketing decisions we make on data. This fourth book in our Marketing Books summer series talks with an author who’s extensively described how we get data in a form that helps us make decisions.

Janet Driscoll-Miller brings over twenty years of search engine marketing experience to Marketing Mojo and is considered a leading expert in her field. Janet has spoken at search engine and marketing conferences including Digital Summit, SMX Advanced, MarketingProfs B2B and Pubcon. Janet is also a frequent guest lecturer at colleges and universities including the University of Virginia and James Madison University.

In 2020, she co-authored Data-First Marketing with Julia Lim.

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Episode 102: Influencer Marketing Strategy, with Gordon Glenister

Consumers and corporate buyers no longer put blind trust in our brands. Nor do they trust big institutions. Nor religion. Nor the government. Nor the media. We do however still trust people like us. That’s where influencers come in. 

Gordon Glenister is a UK-based adviser on the business of working with influencers and running membership associations. Gordon launched the association arm of the UK’s Branded Content Marketing Association, to support the influencer marketing industry. Additionally, he hosts “Influence”, the global podcast on influencer marketing.  In 2021 he published the book Influencer Marketing Strategy

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  • Example of an influencer scorecard:
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Episode 101: Age of Customer Equity, with Allison Hartsoe

Think of the data you have on your customers as having value. It does, by the fact that the more you know your clients, the better you can serve them. This “unlocked potential revenue” of all your current customers can be quantified as your whole customer’s lifetime value (CLV) added together. 

This number is known by finance people as Customer Equity, but it’s much more than a mathematical formula. The value that VCs and public markets have put on assets such as loyalty programs and subscription lists is often greater than the value of a company’s capital assets!

While it might sound like it has to do with finance, this is all highly related to marketing. This is because each tactical decision gets vetted by whether it will optimize CLV; it becomes your company’s North Star.  

Allison Hartsoe has strategize d the digital customer analytics for dozens of Fortune 500 customers throughout her career. She now leads an analytics consultancy in Portland OR, Ambition Data, and published the book, “The Age of Customer Equity”,  in 2021. She has been published in Forbes.com, MIT Technology Review, and Fast Company and somewhere in between all this writing, she found time to cycle across the USA. 

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Episode 100: Ultimate Marketing Engine, with John Jantsch

How would you feel if you picked up a book about work, and in the first few pages it tells you that one of the core principles your whole profession holds is flat-out wrong. In most cases, that would be grounds for slamming the book down and never going back to it. But when the book comes from the bestselling author of 10 books, you might read on and hear him out. 

That’s the effect John Jantsch‘s 2021 book had on me. 

He is a who is a keynote marketing speaker, husband, father of four grown children and is a native Missourian. As he consulted for small businesses, he became known for approaching marketing pragmatically, something that many midwesterners are known for. Though it originated as the name of his 2006 book, Duct Tape Marketing has come to embody his blog, his podcast and his whole philosophy. It just shows how well good brand names…stick.

You’ll hear John tell what most of us haven’t grasped as the goal of marketing, and the steps his book uses to help us get full value out of our marketing. I guarantee that you will get value from listening to him, whether you are a business owner who wears the marketing hat part-time or you are a veteran career marketer. 

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100th Episode Thanks:

These podcasters have had me as a guest on their shows. Listen to their content:

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Episode 83: Quantifying Your Marketing Funnel’s Revenue with Keith Perhac

Disclaimer: The company featured here is not a sponsor of the show, nor have I affiliated with them. They simply bring a perspective that I think you’ll get some use from.

“It’s not working.” That’s the gist of every complaint made about marketing funnels. Marketers painstakingly build a series of offers and pay for traffic to see them, but the conversion rates drop off somewhere between there and the point where sales close.

Can funnels be fixed? Absolutely, but not without knowing a critical piece of data. Getting that data that helps fix the suboptimal parts of the funnel is our focus today. 

To go through this I’m joined by Keith Perhac, a digital marketing expert and software entrepreneur. After growing up in the states, he headed to Japan to become what’s known there as a salaryman. He moved back In 2010 to work with startups and digital marketers looking to grow quickly. He founded SegMetrics, a tool that lets you see revenue from the perspective of each touchpoint in your marketing funnel. Since then, he’s appeared on over 35 podcasts & in 2020 published the book we’re here to discuss, “Building Marketing Funnels that Convert, a 90 minute guide”

When he’s not working on SegMetrics, Keith draws and attempts (futilely) to spend more time outdoors. He lives in Portland, Oregon with his wife and two daughters.

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