Episodes
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Texting is the preferred channel of communication for many people. Having said that, it’s still not used as often in business as it could be. In this episode of AMP Up Your Digital Marketing, host Glenn Gaudet talks with Scott Heimes, Chief Marketing Officer at Zipwhip, a business texting software platform. They cover the advantages of texting leads and customers, why it works better than calling or emailing, and the stigma around texting.
You’ll learn:
Why business texting works. What marketers should keep in mind to run a text messaging campaign successfully. What guardrails marketers should look out for so they don’t mishandle business texting. -
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Jason McClelland, CMO at Domino Data Lab. They talk about the importance of product-led growth in the SaaS industry and how to execute it successfully.
Product-led growth is a huge trend in marketing these days, but traditionally it works best for products that are fairly straightforward, like Netflix and Spotify. Leveraging product-led growth for a highly technical audience can be tricky, but it can pay off immensely. Jason says it helps him generate interest amongst developers and data scientists, who typically don’t care about flashy marketing initiatives — they just want to try the product out. Once a user has opted into a free trial or freemium product, you have to nurture them through the process. It’s like a Ferrari, Jason explains. You can’t just throw someone into the driver’s seat and say, “Go.” -
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In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Kayt Leonard, the public relations manager at PSI CRO. They talk about what executing marketing campaigns looks like when working in a highly regulated, highly targeted, and highly misunderstood industry.
Clinical trials are an integral part of health care, but they’re often misunderstood. (Thanks, Hollywood.) At any given time, there are hundreds of thousands of clinical trials registered across the world. Each one needs a specific number of participants who meet a specific set of criteria. As the PR manager of PSI CRO, it’s Kayt Leonard’s job to find these participants. “There's no template we have,” Kayt says. “There's no ability to look through previous campaigns and see, ‘All right, this patient population worked; these advertisements and keywords worked.’ We really build out every single campaign and every single persona as if it's the first time we've ever done it.” -
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Rhoan Morgan, co-founder and CEO of DemandLab. They sit down to discuss the importance of turning customer experience into a company-wide effort.
Traditionally, the B2B customer experience has been a siloed practice, an effort focused on by one or two teams. But Rhoan Morgan, co-founder and CEO of DemandLab, is encouraging businesses to start using the marketing-led customer experience approach. “What you're doing is you're using technology, data, and content to really engage with a company's audience — but in a way that matters to the customer,” Rhoan says. Embracing the marketing-led customer experience approach requires cross-team collaboration and setting specific customer experience goals using relevant data. -
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Michelle Huff, CMO of UserTesting. They sit down to discuss the benefits of user testing and why it’s more important now than ever.
Building your buyer persona based on data and intuition is limiting because you’re missing the why behind your customers’ decisions. User testing helps you connect and empathize with your customer base. By getting feedback directly from members of your target audience, you can optimize the customer experience. COVID-19 has drastically changed the way people live, and it’s forcing brands to relearn their customers — their new behaviors, needs, and buying habits. -
You may have heard this before, but this year has been unlike any other, and it has forced marketers to boost their digital marketing efforts.
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Winfried Schultz, VP of EMEA Marketing at Teradata, a provider of database and analytics software and services. They discuss the transition to stronger virtual and digital marketing efforts from in-person marketing.
What you’ll learn:
The challenges of transitioning to a strictly digital marketing strategy. How to overcome your digital marketing challenges. What marketers can do to make their digital presence more engaging. -
Building your personal brand on social media might seem like an impossible task.
What do you post? How do you get it to resonate? What do you offer? Should you use video or a different type of content.
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Daniel Murray, Senior Manager of Marketing Operations at ServiceTitan, a software platform for trades. They discuss how Daniel built up his personal brand on LinkedIn in less than 8 months to the point where his simple, short, text-based posts consistently garners him hundreds of comments in just a few hours.
What you’ll learn:
The keys to building a personal brand on LinkedIn. Why LinkedIn is different from other social media platforms. What TikTok and LinkedIn have in common. -
You may think of TikTok users as very young and outside of the target audience of B2B marketers, but you may want to advertise on TikTok.
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Erica Weiss, Brand and Campaign Marketing Manager at SparkPost, an email intelligence software company. They discuss TikTok, how it’s used, who uses it, what the concerns are, and whether or not you should advertise on TikTok.
What you’ll learn:
What are the TikTok privacy concerns? What is TikTok, and how does its algorithm work? What does it look like to advertise on TikTok, how does its targeting work, and should you do it? -
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Stephen Spector, who’s spent more than 20 years doing digital marketing and social media in the IT space. Stephen discusses strategies he’s used to successfully implement employee advocacy programs. You’ll learn:
Employee advocacy platforms can reap a number of benefits, including an increase in brand engagement, product feedback, and sales leads. Getting buy-in from executives and employees isn’t always easy, but start with a “pilot program,” a small group of people who are already social media savvy. It’s essential to prove the value of an employee advocacy platform, especially to executives, by presenting them with backend reporting and metrics. -
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Karin Aviles, Head of Demand Generation and Field Marketing at Centrica Business Solutions, which offers sustainable energy alternatives for businesses. Karin discusses how her team’s lead generation strategies have shifted during COVID-19. You’ll learn:
Lead generation without face-to-face events forces companies to explore new ways to reach their target audience. With tighter budgets, marketing teams should look for ways to optimize their ROI through paid media channels. People’s behaviors have drastically changed over the past few months, so it’s important to keep tabs on these trends and follow your customer. -
Your inbound marketing strategy likely took a hit this year thanks to the pandemic. In order to rebound from this, you need to adjust and be agile.
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Jen Spencer, VP of Sales and Marketing at SmartBug Media, an intelligent inbound marketing agency. On the show, they discuss the impact of COVID-19 on inbound marketing, and what her advice is for organizations to adjust, what organizations should do as businesses reopen, and what her takeaways are from this time.
You’ll learn:
The impact of COVID-19 on inbound marketing. How to keep your inbound marketing strategy agile. Why it’s important to consistently talk to your customers. -
Millennial branding is more important today than ever before with the growing number of millennials in the workforce.
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Douglas Spencer, President of Spencer Brenneman, LLC., a brand strategy consultancy based in Boston. On the show, they discuss the growing number of millennials in the workforce, and how organizations can approach millennial branding. This refers to brands being mindful of millennials in their target market and employee population.
You’ll learn:
Why you need to keep millennials in mind more than ever. How you should adjust to millennials in your workplace and your target market. How millennials prefer to communicate and what that means for you.Today, there are already more millennials in the workforce than any other generation, but they are about to take the majority of the whole workforce on their own. Millennials will make up 75% of the workforce by 2025, according to Deloitte.
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Many organizations had a go-to-market strategy in place heading into 2020, but the pandemic made them go back to the drawing board.
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Diana Stanley, Sr. Director of Marketing at Osmosis, a healthcare education platform that focuses on medical students and caregivers. They discuss Osmosis’s go-to-market strategy, and how it had to adjust during COVID-19.
You’ll learn:
Why you must adjust your marketing strategy. What to do if much of your traffic isn’t your target market. How to build brand affinity. -
Even when you have a limited digital marketing budget, there’s a lot you can do, and a great collaborative environment helps.
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Joshua Shulman, Digital Marketing Specialist at Bitmovin, a backend video SaaS company. They discuss how a startup can navigate its marketing campaigns on a short digital marketing budget.
You’ll learn:
What B2C and B2B marketing have in common. How to make the most of your digital marketing budget and find your buyer persona. How great internal communication and collaboration can make up for what you don’t have. -
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Greg Rosner, CEO and Founder of PitchKitchen, a company that helps to fix bad sales presentations and websites that do not make their product the hero. They discuss how to refine a sales pitch and place the prospect at the center of the discussion.
You’ll learn:
How to ask questions and create conversations that allow a prospect to own their decision rather than being told what their position should be. How to present and position the before and the after to solidify the sale. Why it’s important to audit your sales pitch. Not only can it help your salespeople learn what works and what doesn’t, but it can help marketing spot gaps in prospect perceptions.Sales pitches - some area great, some are terrible, and you have likely had every conversation between both ends of the spectrum.
Greg Rosner, CEO and Founder of the PitchKitchen, says the mistake companies are having is that they’re focused too much on selling feature after feature and not practicing true empathy.
“Too many salespeople love to talk and tell prospective customers what they should do,” he says. “But the best salespeople are the ones who ask the right questions, in the right way, at the right time, rather than spraying their messaging and hoping it sticks.”
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Whether you’re interested in starting an employee advocacy program or you already have one in place, you definitely want to make sure it reaches its potential.
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Andrew Stewart, head of customer success at GaggleAMP. Stewart is running a virtual training session called AMPlify Virtual, where he trains marketers to run their employee advocacy programs the right way. In this discussion, he explains how organizations can make the most of their employee advocacy programs, what mistakes some marketers make, where they should focus instead, and more. You’ll learn:
Why you should focus your program on organic engagement. How to get your employees active. What you’ll get out of AMPlify Virtual.Employee advocacy is a huge way to get your social media presence off the ground, increase your social media reach, drive engagement, traffic to your website, and boost your leads. The trouble is many organizations approach it the wrong way. They focus on sharing content, retweeting the same message, and years ago it was about having 200 employees share the same tweet.
That’s not how to approach your employee advocacy program, Stewart said.
“What works on LinkedIn, Facebook, Twitter this year will look much different next year,” he said. “The best employee advocacy programs are the ones adjusting with that.”
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During the time of the pandemic, the importance of the right brand messaging is magnified. It could be great, be a cookiecutter, or it could even be costly.
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Douglas Spencer, President of Spencer Brenneman, LLC., a brand strategy consultancy based in Boston. They discuss how brands can go about brand messaging the right way, some good examples of brands doing a great job of this, some that did not go so well, and keys of brand messaging to abide by. You’ll learn:
How to be empathetic in your messaging. What being authentic looks like in brand messaging, and what it does not look like. The importance of sincerity, and why it’s an absolute must in your brand messaging.Douglas is a branding expert who helps organizations, small and large, figure out who they are, refine their focus, and connect with the people most important to their success. He’s offered to help small businesses and nonprofits with their brand messaging free of charge during the time of the pandemic.
Right now, it’s even more important than ever to have the right brand message. The wrong message can be costly, however, having the right brand messaging can build brand affinity and loyalty, leading to people to keep your brand at top of mind when they want your products or services.
So how do you go about brand messaging? And how important is it? Doesn’t your bottom line take priority in these stressful times? The answer is, your brand is always important, especially during this pandemic.
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Establishing a strong company culture is important for any organization, but it can be difficult for a remote workforce to do this.
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Michelle LeBlanc, a social media and content marketing consultant who works primarily in the transportation and logistics space. They discuss how companies with remote workers uphold company culture and values, what the benefits are, and the role user generated content (UGC) can play for your employees. You’ll learn:
How an organization with a remote workforce can uphold its company culture and values. How UGC helps in a big way. The benefits of a strong company culture have on retention and recruiting. -
For marketers, it’s difficult to plan with so much uncertainty, leaving them to wonder how they should go about their marketing strategy during this pandemic.
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with George Jacob, Vice President at Marketri, a B2B strategic marketing consultant. They discuss the challenges organizations face during the coronavirus pandemic, and how they approach their marketing strategy. You’ll learn:
How organizations should try to pivot. Why they should focus on what they do well. How to prioritize your plans during the pandemic.During the time of coronavirus, everyone needs to adjust, and that is a struggle for many organizations. For marketers, how do you adjust your marketing strategy, and what’s the right direction to go? Where do you start?
Jacob explains why you should focus on the basics of what you do well.
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Different brands are using their email marketing strategy in different ways during this pandemic, but it’s important to contextualize your messaging and be empathetic.
In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Tracy Sestili, Global Head of Marketing at Sparkpost, an email intelligence software company. They discuss the different ways organizations make use of their email marketing strategy during the coronavirus pandemic, and how you can optimize your email marketing strategy on both the back-and-frontend.
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