Funnel Reboot – Page 18 – A show for analytically-minded marketers

January 10, 2023January 10, 2023

Episode 126: Lean B2B, with Etienne Garbugli

Unicorn, Incubator, Angel, Seed round, Pitch deck, CAC & CLV. These are all buzzwords used by startups.

There is one word that’s used in startup culture which, unlike the buzzwords, is grounded in reality. Its methodology nudges them to design products that fit the dire needs of the early adopters, and then ride a wave of growth as the wider mainstream market adopts it.

We call this methodology Lean and from Eric Ries on down, there have been some great founders who have taken time out and written down how they have implemented lean. Today’s guest is one of those people. He thought there ought to be a book explaining the differences in the lean approach when you’re in B2B.

The resulting book, “Lean B2B: Build Products Businesses Want”, guides those of us in these kinds of startup companies just as well as direct to consumer folks are helped by the best lean books out there that revolve around B2C. I know that B2B product Marketers, especially those trying to generate demand for new products, will be keen to hear the methods in this book.

Etienne Garbugli is a five-time entrepreneur and in three of those, he was a Founder. Feeling he should help other entrepreneurs and innovators build products for this market, he released Lean B2B initially in 2014 and the second edition in 2022. He is also the author of the books: Find Your Market, The SaaS Email Marketing Playbook, and Solving Product.

People/Products/Concepts Mentioned in Show

Etienne’s Twitter profile

Etienne’s LinkedIn page

Etienne’s Medium page

Lean B2B Book website

LeanB2B podcast

Dixon & Adamson’s ‘The Challenger Sale’

Sean Ellis PMF survey

John Cutler, creator of ‘Your Customer’s World’ Venn diagram:

January 2, 2023January 2, 2023

Episode 125: Loved, with Martina Lauchengco

This episode is the first in a series on product marketing. In my opinion, this is one of the toughest roles someone can have in a company. As its two-word name suggests, it sits in no-mans land between other well entrenched corporate functions. Yet, to get external clients to fall in love with what you make, you’ve got to have good product marketing.

As squishy as the concept of Love is, it’s what today’s guest chose as the theme for her book on Product Marketing, which came out in 2022.

Martina Lauchengco is the product marketing partner at SVPG (Silicon Valley Product Group) and a partner at Costanoa Ventures, a boutique early-stage venture capital firm. Those positions combined have her advising Fortune 500 companies and early-stage startups on product marketing. Her writing has been featured in TechCrunch and VentureBeat. Prior to this Martina worked at Microsoft and Netscape after receiving her BA and MA from Stanford.

She lives in San Francisco with her husband and two kids, and lectures at nearby Berkeley in their engineering graduate program.

People/Products/Concepts Mentioned in Show

Pocket vs Instapaper

Questions Product Marketing Managers should ask about users:

What are they trying to do?
Do they recognize and prioritize this problem?
What is motivating them to solve the problem?
What compels them to take action?
What in this product delivers the most value?
Who is most likely to value and buy this product?
What starts the journey toward acquiring the product?
How might a product get discovered and become more desired over the entire journey?
How might we reduce friction in acquiring the product?

Malcolm Gladwell

HEART metrics:

Happiness
Engagement
Acquisition
Retention
Task Success

The book’s Amazon page: “Loved: How to Rethink Marketing for Tech Products”

Martina on LinkedIn

December 23, 2022December 23, 2022

Episode 124: The Year 2022 in Review

Guests from 2022 review the year gone by

Here is a look back at marketing trends, as seen by 19 of this past year’s guests. What they feel is most important in marketing and where they think we’re going next.

Five key themes of 2022 that will carry into 2023:

Analytics is Everywhere
Translating data into revenue dollars
Recasted relationship with Sales
Doing More with Knowing Less (privacy concerns)
Things made possible by AI

Here are the people you will hear on this episode:

Janet Driscoll Miller

Thanks to them and all of the guests featured on shows throughout 2022!

December 15, 2022December 5, 2022

Episode 123: PPC Health Check, with Amalia Fowler

My guest, after receiving a degree in psychology, worked as a barista at Starbucks and a local high-end hotel. In a conversation about career paths with the hotel’s HR manager, she heard about the British Columbia Institute of Technology‘s two-year co-op and classroom-based marketing communications programme. She enrolled. Her first co-op internship was with a start-up automotive marketing company, where she was supposed to shadow their Pay-Per-Click campaign manager. After her first week, the supervisor resigned, and an executive asked her to take over, and right after getting her marcomm certificate she worked there full-time, growing out their PPC team. That led to working as a PPC expert at an agency, and within three and a half years she rose to a director-level position there.

In 2021 she went on her own, founding Good AF Consulting which focuses on helping find and fix issues within a brand’s PPC and SEO efforts. Wanting to exercise her passion for sharing time and knowledge with new marketers, she has also gone back to BCIT but as an instructor in the very marketing programme she graduated from. In addition to teaching, she mentors new marketers, writes and works hard to leave the industry in a better state than the way she found it.

Please welcome someone who’s been named to PPC Hero’s list of the Top 25 people in PPC, Amalia Fowler.

People/Products/Concepts Mentioned in Show

Her series of LinkedIn articles on Audits: https://www.linkedin.com/feed/update/urn:li:activity:6988649570272452608/ and https://www.linkedin.com/posts/amaliafowler_googleads-activity-6990785436600201217-kKsB

Her newsletter for empathetic managers, The Wholehearted Manager

Episode Reboot.

December 8, 2022May 31, 2024

Episode 122: Evolving Social Tools, with Darryl Praill

Darryl Praill is the CMO at Agorapulse where he leads a global team of 40. Prior to that, he held executive roles with companies like SAP, IBM, Kinaxis, Airbus and VanillaSoft. He has consulted for AC Nielsen, Salesforce.com, UBM and Tweed. He is also a speaker at keynotes and on podcasts (which at last count runs into the hundreds).

You become convinced after hearing Darryl, he has a commanding grasp of how the social media game is played. He got onto social platforms earlier than anyone I know. He was posting audio & video content as soon as they’d let him, and his posts were from eyebrow-raising locales such as on top of parking garages, to the middle of a golf course fairway to the Arc de Triomph in Paris. The comments and engagement he generates must be seen to be believed. Where did he get this sixth sense on using social media? I think he learned to think strategically growing up in Chatham Ontario, where he played chess and became one of the highest-ranked high school students in his region.

Yet, to play the social media game in the 2020s takes not just posting strategies but also sophisticated listening, triaging and interacting with our audience. And in his day-job marketing a social media management tool, he has a birds-eye view of how tools have evolved to help us play this game.

He is one of the only people to have appeared twice on this podcast, and he joins me today from his home office in Ottawa. My friend, Darryl Praill.

People/Products/Concepts Mentioned in Show

Darryl’s Inside Inside Sales podcast (which is one of two podcasts that he hosts)
Darryl’s been on LinkedIn since 2004
Darryl’s been on Twitter since 2008
Darryl works at the Social Media Management software company Agorapulse
Other S.M. Mgmt tools: Hootsuite,
Recent survey of social media campaigns, showing 1.8% of links contained UTM parameters.

Episode Reboot.

Go listen to the other talk I had with Darryl back in Episode 28: Thought-Leading Content on LinkedIn