Funnel Reboot

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.

This talk with Anastasia Valentine is about scale, something that’s clearly baked into everything she does.  Anastasia heads up Marketing at Rhonda.ai which is owned by IMI, but she has also been a CMO at startups and mid-sized companies, a seasoned speaker, and a strong proponent of developing future leaders. Here are links to Anastasia’s personal site, her profiles on LinkedIn and on Twitter. 

In this episode she shares:

• How she scaled herself up from a tech support job and looked for ways to develop herself so she would meet the requirements for larger roles. 
• Why marketers should know non-marketing roles and how to build trust with peers across the company so that when executive buy-in is needed, the bonds are firmly in place 
• Why it makes sense to put marketing and sales under one umbrella
• How present-day Artificial intelligence, despite it being more A than I, has a pivotal role in marketing’s future
• Why, when it comes to being true to their values, marketers have a higher calling to choosing where they work.

For complete Show Notes, go to: 

People, Products, and Concepts mentioned in this episode: 

Shopify and the rise of Headless Commerce

Jim Sterne

Resources on the Worldwide AI Summit site

Reboot: 

Evaluate companies you’re considering working for by these three values:

1. Do they have a talented, inclusive team?
2. Do they have an incredible product?
3. Are they committed to giving back to their community?

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.

This episode talks with someone who has used LinkedIn as a platform for promoting branded content. It nicely complements Episode 27 on LinkedIn Ads with AJ Wilcox. 

In his three years with VanillaSoft, maker of SaaS-based sales software, he has brought them visibility in the form of a podcast, virtual events, and conference keynotes. This exposure and the resulting growth in pipeline revenue has resulted in Darryl being promoted to Chief Revenue Officer for the company. 

Listen to this episode to hear:

• How to draw global attention to a brand by being yourself. 
• Choosing who makes the content – the founder or a person hired to do this.
• How to devote time to creating content, by pushing your own ego out of the way.
• Why you shouldn’t pay too much attention to your likes and comments statistics.
• How the use of Video falls in and out of favour with LinkedIn’s algorithm 
• How you can turn a larger competitor’s strength into a disadvantage by how you position yourself on social media.

People/products mentioned in this episode:

https://engineering.linkedin.com/blog/2020/understanding-feed-dwell-time

https://www.linkedin.com/in/davidhoodvanillasoft/

BuzzSumo

Canva 

LinkedIn Live

WIIFM – What’s in it for me?

How the company that best markets itself ends up the winner – VHS vs Beta 

Connect with Darryl on LinkedIn

Episode Reboot

Just communicate the way you already do in sales meetings and casual discussions, but do it online.

Today we’re talking about how to think strategically about website content.  The primary reason we’re told to focus on content is SEO, but the true beneficiary of well-structured content isn’t the search engines. Another myth is that focusing on keywords will win the SEO contests when it’s actually more about “topical clusters.”

To improve how your content performs,  it all boils down to following the fundamentals of communication. My guest is Michel Fortin of Shelly Solutions, whose strategies get to the heart this. He is a 30-year marketing veteran, who has done copywriting and marketing as a coach, under his own consultancy, and within an agency. He’s active in industry associations spoken on stage at conferences, holds industry certifications, and has written hundreds of published articles.

As you hear our conversation, you’ll hear him refer to many sources: a half-dozen books that guided his thinking on sales & marketing, several tools, conceptual frameworks, and companies he’s worked with. Also listen to him tell, on a personal level, how as a young salesperson, an ADHD-related condition called Rejection Sensitive Dysphoria (RSD) led to him writing marketing content and becoming so good at it that he left sales to sell his copywriting services.

Concepts Mentioned:

Schemas

Neuro-linguistic Programming

BBS

AMP (Accelerated Mobile Pages)

How prepared is your audience to take an OATH:

Oblivious

Apathetic

Thinking

Hurting

The PESO Model of Media

SERP  – Search Engine Result Page

Google’s EAT acronym:

Expertise

Authority

Trustworthiness

Google’s BERT algorithm

Authors/Books/Tools:

Eugene Schwartz’s Breakthrough Advertising

Al Ries & Jack Trout’s The 22 Immutable Laws of Marketing

Brian Tracy’s Psychology of Selling

Dan Kennedy’s No BS Direct Marketing

Tom Hopkins How to Master the Art of Selling

Tony Alessandro’s DISC Assessment 

Tim Conley

Data Transformation client MB Foster

A/B Testing Tools

VWO

Optimizely

Google Optimize

Episode Reboot: 

Don’t try to please the Search Engines, try to please your site visitor.

Are you speaking AT or speaking WITH your prospects? Companies are increasingly turning to messaging agents to chat with their prospects. This show focuses on how marketers can use this technology to have conversational interactions with their audience.

I’m speaking Andres Tovar, with a Southern-Ontario based marketer who has built chat-based campaigns for many organizations. He began offering his skills on a contract-basis while he was still in school, doing a business degree at the University of Ottawa. His work was noticed by a faculty member, who hired him for the business school’s own marketing. Since then, he has picked up industry certifications and set up his own consultancy called Noetic Marketer which serves mainly B2C clients.

Andres will talk about the two types of chat tools: ones that use someone’s social log-in and ones that are native to a website. He takes us through selecting the steps in the customer journey when chat interactions make sense. Tips are given on how to brand a chatbot and how to script a bot’s reactions so they flow nicely towards a human touch-point.

People/products/concepts mentioned in this episode:

Whatsapp messenger

WeChat

MobileMonkey

Drift

ManyChat

ChatFuel

Intercom

IBM Watson

Episode Reboot:

Put chat functionality on product pages or other places with a call-to-action.
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