Episodios
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How can improved customer experience result in more sales and better customers? That's what we're discussing today with a lady who has 25 years of experience in the B2B media industry, working on many large accounts, including IBM, HSBC and Oracle.
She recently founded Realm, a dynamic and modern B2B media agency that puts clients’ businesses’ needs first.
A warm welcome to the Strategic Marketing Show, Izzie Rivers.
You can find Izzie over at RealmB2B.com.
Topics discussed on this episode include:How easy is it to measure the financial impact of improving customer experience?You say that an improved customer experience allows for an increased rate of self-selection - what do you mean by that?How do you target users that are likely to be high-usage customers?How does marketing better work with other departments, such as product, to enhance targeting?How do you make your marketing more efficient, so that you’re spending money on the right areas?How do you ensure that your brand experience appeals to the optimum target customer?
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What makes customer experience great, and what makes it not so good? And what can big companies learn from small companies about customer experience?
That's what we're discussing today with a lady who has 12 years of experience in customer-centric roles, both in France and the UK.
She has worked mostly in luxury and tech, and her main driver is the positive impact her work has on others. She is currently the Customer Journey Director at MySense.ai.
A warm welcome to the Strategic Marketing Show, Swanny Henry.
[You can find Swanny over at MySense.ai.]
Topics discussed on this episode include:What are the key elements that create great customer experience?What makes customer experience bad?You’ve worked in both large companies and small companies - Why is the approach to customer experience different in a startup versus a bigger company?What can big companies learn from small companies about customer experience?How are customer expectations changing?How do you build great customer experience into a marketing strategy?How do you measure the impact of great customer experience on the business’ bottom line?You have a case study that you’d like to talk about where going the extra mile proves to be extremely worthwhile.
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What email copy is likely to resonate with your target market and what's likely to turn them off? And has this changed much over the years?
That's what we're discussing today with a lady who was the copywriter behind winning emails for eight and nine-figure eCom and SaaS darlings like Four Sigmatic and Shopify.
She's the former Head of Email at Copyhackers and the current Founder of the Nicki Elbaz email consulting firm.
A warm welcome to the Strategic Marketing Show, Nikki Elbaz.
You can find Nikki over at NikkiElbaz.com.
Topics discussed on this episode include:Is email more or less important than it used to be?Why is that?How has it changed?What’s an example of a successful style of email for different stages of the buyer journey?- Awareness
- Consideration
- Conversion
- Loyalty
- Advocacy
What’s an example of a firm that’s making great use of email at the moment?Not necessarily thinking about what we’ve been talking about so far, what's the number one thing marketers need to incorporate into their strategy?
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How much do you know about which lead or inquiry led to a purchase? And are you able to tell which steps were key along the way?
That's what we're talking about today with a lady who, last year, was named in the BIMA 100, a list of the top 100 People shaping the future of the digital industry.
For the last 12 years, she has been helping global brands and eCommerce businesses to unleash their digital marketing potential through her own agency, Reflect Digital.
A warm welcome to the Strategic Marketing Show, Becky Simms.
You can find Becky over at ReflectDigital.co.uk.
Topics discussed on this episode include:Why is the customer journey key?How does understanding the customer journey better measurably impact the bottom line?What kind of metrics are important to be tracking?How else can you gain more knowledge of the customer journey:- Asking the customer at the point of purchase
- Website behavior software
- Focus groups
How does the customer journey fit into a marketing strategy?How do you build a more cohesive cross-channel strategy aimed at helping the user?
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How many martech subscriptions do you have that you struggle to justify? And how do you decide what martech you really need? And how do you maximize the impact of the martech that you keep?
That’s what we're discussing today with a seasoned marketing professional who's led multifaceted teams of customer experience, data, CRO, and technology experts to deliver amazing customer experiences.
She currently helps brands to define their optimum martech architecture as the Martech Director for digital agency Digitas.
A warm welcome to the Strategic Marketing Show, Kerry Dawes.
You can find Kerry over at Digitas.com.
Topics discussed on this episode include:You say that organizations are currently reporting utilizing only 42% of their MarTech investments (down 16 percentage points since 2020) - why is that?Should firms be reducing the number of martech platforms that they use?How do you get more use out of a martech platform?How do you better connect data & tech so we can finally deliver connected acquisition, conversion & retention journeys?How do you decide on the martech that you should be using?What’s a brand that’s using martech really well at the moment?How do you stay on top of evolving martech technology?
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Content is an essential part of building engagement into your marketing activities. But, it's getting harder to get your content seen by the right audience, and AI might be making this even tougher. So, what does highly engaging content look like? And how is this going to evolve in the future?
That's what we're discussing today with a lady who works with brands including, Indeed Sitecore, and AWS, helping shape their content strategies around online experiences that engage the right audiences.
She’s a Content Manager who heads up all the strategic content production at Inbox Insight.
A warm welcome to the Strategic Marketing Show, Natasha Vickery-Orme.
[You can find Natasha over at InboxInsight.com.]
Topics discussed on this episode include:How would you describe the purpose of content within a marketing strategy?- Brand awareness
- Building trust
- Authenticity
- Simply being useful
How do you get your content in front of the right people?Is it possible for your content to appeal to multiple channels at the same time?What role should AI have in creating content?What is Insights for Professionals doing to take advantage of AI?How is the role that AI plays in content production likely to change in the future?What do marketers need to do now to plan for this
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How do you know if your content is likely to resonate with your users? And how do you decide on what content you should be publishing?
That's what we're discussing today with a lady who believes that demonstrating experience, expertise, authority, and trust should be at the core of everything we do online.
She's a former Senior Digital Strategist at Optix Solutions and current Head of SEO communications at Wix. A warm welcome to the Strategic Marketing Show, Crystal Carter.
You can find Crystal over at Wix.com/SEO/Learn.
Topics discussed on this episode include:What do you mean by user-centric content?How do you measure the value of user-centric content?How do you create user-centric content?How do you establish the questions that you should be answering?- Sales
- Customer service
- 3rd party websites
How do you identify the stage of the buyer journey that you should be targeting?How do you establish content gaps?
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Is marketing automation just a way that you execute your marketing tasks? Or should it actually be part of your broader strategy? And if so, how?
That's what we're discussing today with a marketing automation and lifecycle marketing expert who helps companies build unified, customized, and personalized experiences across different channels and touchpoints.
She is a former PwC Marketing Automation Manager who flew all over the globe to train marketing teams on cutting-edge marketing automation tools, helping companies to fully leverage their tech stack capabilities.
A warm welcome to the Strategic Marketing Show, the current Senior Lifecycle Marketing Specialist at Bolt: Daria Kravchenko.
You can find Daria over at Bolt.eu.
Topics discussed on this episode include:
Why should marketing automation be part of a wider marketing strategy?You’re also a Lifecycle Marketing expert - what does that mean?How does marketing automation play a key role in:- retaining customers
- maximizing their lifetime value
- creating exceptional customer experiences
- retaining customers
How do you know what to automate?How do you select marketing automation technology?Why is Netflix a good example of a brand that does marketing automation well?
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How do you decide which marketing tasks you should outsource and which tasks you should keep in-house?
That's what we're discussing today with a lady who takes a strategic and data-driven approach to identifying a business's primary goals and translating them into actionable KPIs that move the needle.
She's had her clients featured in Forbes, Entrepreneur, and Huffington Post, and her agency is a Facebook-verified marketing partner.
A warm welcome to the Strategic Marketing Show, Ashley Monk.
Topics discussed on this episode include:If a business can afford it, and they can have as big a marketing team as they want, shouldn’t they just do everything in-house?How do you go about selecting which tasks to outsource?How do you ensure that communication is as clear and effective as possible, to ensure that the negative aspects of silos don’t occur?As an agency, how do you cope with being the silo?How has what is outsourced changed over the past few years, and how do you see this changing over the next few years?
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On this episode of the Strategic Marketing Show, David is joined by a man who claims that you either use data, or get used by the data.
His current freelancing projects include helping content-driven websites and publishers better harness the power of data as part of their content marketing strategy.
A warm welcome to The Strategic Marketing Show - Marco Giordano.
[You can find Marco on LinkedIn or on Twitter.]
Topics discussed on this episode include:Do you need to have tracking metrics for every piece of content?What are the types of metrics that you like to track for different types of content?How do you audit your content success?What systems do you use?What are some more efficient ways of managing content?How does this feed into deciding on the type of content that you should be making?How do you segment the purposes of your content?As an example, you say that Wise.com are doing a good job?
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What are the pros and cons of different marketing channel teams working closely together? And how can these channel teams communicate more effectively?
That's what we're discussing today with a lady who enjoys taking long romantic walks to the fridge, accompanied by her miniature sausage dog.
She has over 15 years of marketing experience working for top brands in Canada and Europe as a marketing trainer and fractional SEO Director.
A warm welcome to the Strategic Marketing Show, Myriam Jessier.
You can find Myriam over at PRAGM.co.
Topics discussed on this episode include:Let’s focus on SEO and PPC, to begin with - how closely should these 2 teams be working together?What about TV and radio, and their impact on online marketing?When do good email promos create problems offline?Why do we have silos in the first place?What are the benefits of silos?When do silos become detrimental?
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How closely do you work with your sales departments? And how can marketing and sales do a better job of supporting each other's objectives?
That's what we're discussing today with a man who has a BA in Cinema and Communications, and an obscure movie quote for just about any situation.
He is one of the most in-demand speakers at digital marketing and automotive conferences all over the world, and is Chief Operating Officer at SearchLab, a boutique marketing agency, specializing in local SEO and PPC.
A warm welcome to the Strategic Marketing Show, Greg Gifford.
[You can find Greg over at SearchLabDigital.com.]
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What is brand positioning? How has it changed? And what does it take to make it a success?
That's what we're talking about today with a man whose non-conventional approach to digital marketing and talent for social media has built him a global audience.
He's advised hundreds of brands from over 30 countries, including a shark on Shark Tank, a Nobel Peace Prize winner, and several politicians. He's a personal branding expert, keynote speaker, and the founder of Phil Pallen Collective.
A warm welcome to the Strategic Marketing Show, Phil Pallen.
You can find Phil over at philpallen.co.
Topics discussed on this episode include:50 years ago, Kotler defined brand positioning as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”.Does that still hold true today?What does he mean by the company’s “offering” and “image”?What’s an example of a distinctive place in the mind of the target market?How do you go about achieving this, practically, today?What are the biggest brand positioning mistakes you see today?What are some quick wins that an enterprise brand can do to improve their brand positioning?
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We're constantly hearing endless reports of how we should just trust paid ad platforms to deliver the right ads in the right places, and how you can now trust content to be written by AI. But, where should you draw the line? What should you automate? And what shouldn't you automate?
That's what we're gonna be discussing today, with a man who co-authored The Ultimate Guide to Google Ads with Perry Marshall, the world's best-selling book on Google Ads with over 140,000 sales.
He's spoken on four continents, at hundreds of conferences, clocked up over two decades in the digital marketing industry, and is CEO and founder of the award-winning Melbourne-based digital agency, Web Savvy.
A warm welcome to the Strategic Marketing Show. Mike Rhodes.
You can find Mike over at websavvy.com.au.
Topics discussed on this episode include:Where’s the line between not enough automation and too much automation?What are examples of tasks that should definitely be automated in 2023?How is automation changing Google Ads?What are some tasks that definitely shouldn’t be automated?Should marketers be using ChatGPT to generate content? (If so, what content?)Should a marketer be led by what’s possible in a tool when it comes to deciding whether or not to automate?What’s an example of a brand that’s doing a great job with automation?Not necessarily thinking about automation here, what's the number one thing marketers need to incorporate into their strategy?
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How much time do you spend on driving new website visitors versus maximizing your conversion rates? Perhaps enhancing conversion rates will have more instant impact on the bottom line.
That's what we're going to be discussing today with a digital marketing entrepreneur, speaker, and neuromarketer who helps businesses learn what users want on their website, using psychology-based testing and analytics.
He’s the founder of Smart CRO, a full-service agency that helps companies run strategies to improve website profitability.
You can find Chris over at smart-cro.com.
Topics discussed on this episode include:
What’s a neuro-marketer?What is psychology-based testing?What specifically do you mean by website conversion rates?How do you incorporate website conversion rates into a marketing strategy?What aspects of website conversion rates are key?What else impacts website conversion rates?What software do you recommend to track website conversion rates?
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How do you determine who your ideal audience is and how to find them? That's what we're going to be discussing today with a man who has dedicated his professional life to helping people do better marketing through his writing, videos, speaking, and his book: Lost and Founder. He’s the Co-Founder and CEO of SparkToro, an audience research tool that shows you the websites your customers visit, the social accounts they follow, and the hashtags they use.
A warm welcome to the Strategic Marketing Show, Rand Fishkin.
[You can find Rand over at SparkToro.com.]
Topics discussed on this episode include:Where does audience research fit into the marketing mix?What are the key areas of audience research that a brand absolutely has to know?What areas of audience research and big brands typically missing out on?What do you do with your audience research once you have it?Is audience research something that you do once, and then you never have to do it again?Is it not possible to use mega ad platforms like Facebook and Google Ads to build target audiences?
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How much attention should you be paying to your analytics? And how should analytics be best utilized as part of your marketing strategy? That's what we're discussing today with a man who's been working with Google Analytics for 15 years. And over the past few years, he's consulted, trained, and spoken at conferences about how to optimize your use of analytics.
His focus now is on his business, Measurelab, to become the world's favorite Digital Analytics Consultancy. A warm welcome to the Strategic Marketing Show, Dara Fitzgerald.
[You can find Dara over at measurelab.co.uk.]
Topics discussed on this episode include:How has the role that analytics plays in the marketing technology stack changed over the past few years?How should non-technical marketing professionals interact with analytics?What ongoing relationship should senior, general marketers have with analytics professionals?What are the key tracking opportunities and metrics to be aware of?Analytics platforms can seem complicated - is there an easy way to take key data out of analytics platforms and display them in an easy-to-access way?How are analytics platforms continuing to evolve?
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Today I'm having a conversation with a lady who helps SaaS, tech, and IoT companies from pre-seed to enterprise acquire more customers and more profitability through powerful conversion copy and messaging.
She has over 12 years of experience working in direct sales and conversion copywriting, and is the founder of Green Light Copy.
A warm welcome to The Strategic Marketing Show - Eden Bidani.
You can find Eden over at GreenLightCopy.com.
Topics discussed on this episode include:How does Copywriting bring a marketing strategy to life?Does every marketer need to be good at copywriting?Has good copywriting for the web changed much over the past few years?How do you recommend that a copywriter goes about explaining what a company or product does in a clear and powerful way?How different is website copy, app copy, emails, FB ads?
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Are you still holding off from giving LinkedIn Ads a go?
If so, hopefully, today's conversation will help you get started, with a man who's worked with over 350 companies and managed over $100 million in LinkedIn Ads.
He's the Managing Director at Speedwork, a B2B marketing agency focusing on LinkedIn. A warm welcome to the Strategic Marketing Show, Anthony Blatner
You can find Anthony over at speedworksocial.com.
Topics discussed on this episode include:Why is being a compelling, effective on-camera communicator so important for senior marketers?You say that Executives, for the most part, don't understand or use the power of video or content to grow their personal brand or influence - why is that?Is there any particular video that you’re talking about - LinkedIn Profile / webinars or something else?What are the biggest mistakes that you see?What are the key things that people need to improve on?What kind of measurable benefits do you get as a result of being better on video?
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Where exactly does UX fit into your marketing strategy? In fact, is UX even an ongoing part of your marketing conversation? And if not, should it be?
That's what we're going to be covering today with a UX consultant with nearly 20 years of industry experience across UX and analytics. He's the author of O'Reilly published Researching UX: Analytics, and Senior UX Researcher at the design transformation agency Clearleft.
A warm welcome to The Strategic Marketing Show - Luke Hay.
[You can find Luke over at lukehay.co.uk.]
Topics discussed on this episode include:What does UX mean now and why does it matter?Why does it matter specifically to marketers?How does a marketing strategy incorporate UX?You say that marketing can learn a lot from user research in terms of what users actually need from a brand - what do you mean by that?You talk about understanding the mental model of your users - what do you mean by that?How do you measure the impact of UX?
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