Category: Podcast

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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 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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