#75 How to be Successful as an ABM Manager: An Interview with Erica Short

September 19, 2018
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The title of ABM Manager is still new and the idea of having a single role centered around implementing and maintaining account-based strategies is continuing to emerge. Erica Short, Global ABM Manager at CA Technologies, joins the program to talk about her journey into the role of an ABM Manager and shares what it takes to lead ABM efforts within a marketing organization. We also dive into what it takes to build an ABM program from the ground up, how to get all stakeholders onboard, and what technologies are needed for success.

#74 MarTech Monday: Making Data Sexy with Openprise

September 17, 2018
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Welcome to a new segment of DemandGen Radio called “MarTech Mondays”! In addition to our weekly episodes that feature top thought leaders and marketing practitioners, MarTech Mondays will spotlight some of the most innovative technologies in the space that you should know about.

In this episode, Ed King of Openprise talks about the major data problems that exist in marketing today and why those problems are often neglected. While data management responsibilities now commonly fall under marketing operations teams, most marketers today lack necessary data management skills and find it difficult to tie data cleanliness to actual ROI. Fortunately, Openprise is helping marketers take an active approach to data management. Listen as Ed and I talk about the importance of data quality and how to address the biggest issues in data.

#73 The 5 Principles of Successful Lead Management

September 9, 2018
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In this episode, I share the key principles of successful lead management from my book Manufacturing Demand which now has over 10,000 copies in circulation.  When I wrote the book, my publisher told me an industry factoid that only 1 in 10 people who buy a book actually read it. At first, I couldn’t believe the ratio, but then I looked at my own bookshelf and saw several great books that I planned to read when I purchased them still sitting there collecting dust.  As marketers, we know there are 4 types of learners: visual, auditory, reading/writing, and kinesthetic.  So for those of you auditory learners, I am going to devote a few episodes of DemandGen Radio to the essential chapters of the book to offer you a “book reading” of sorts. While I won’t read the chapters word for word like you’d hear on audible.com, I will share the main points from each chapter starting with Chapter 2 that outlines the 5 key principles of successful lead management.  Listen in at your desk, in your car, or someplace where you can take in the concepts that have been used by some of the top marketing and sales teams around the world. 

#72 Enhance your Marketing Campaigns with Video

September 2, 2018
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We all have cell phones in our pockets that are capable of producing exceptional video content, yet many marketers are still hesitant to fully embrace video. In this episode of DemandGen Radio, Tyler Lesard, CMO of Vidyard, and I talk about the power of video and the effect it can have when it comes to evoking emotionally-charged responses and influencing potential customers to take note of your brand. Video content has proven to be highly engaging and an effective compliment to almost any marketing campaign and producing videos today is now easier and cheaper than ever before. Be sure to listen to the end of this episode as Tyler shares a major announcement regarding a partnership that will make leveraging video even easier for B2B marketers.
 

#71 From Start to Publish: How and Why to Write your First Book

August 26, 2018
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Sangram and I know what it takes to publish a book and we’re here to share some of the lessons we’ve learned along the way with you. In this episode, we talk about how to overcome the obstacles and excuses that hold most people back and provide some words of encouragement to those that have expertise, lessons, or stories to share with the world. Writing your first book can be very challenging, but, once published, is extremely rewarding and can have a huge impact on your readers, your own personal brand, and even your company. Listen as we tell you everything you need to know about how and why to write a book.

#70 The Evolution of SEO

August 19, 2018
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While SEO is important for driving traffic to your website, the success of this marketing channel has began to plateau and has recently seen a decline in performance for the first time in the last 20 years. With the advent of voice-controlled technology, AI assistants, and easier access to online information, people are less frequently clicking through to websites. In this episode, Rand Fishkin, Founder of SparkToro, shares his perspective on where the future of SEO is heading and how you can evolve your current SEO strategy to remain successful. Rand and I also talk about what it takes to start a business and highlight some valuable tips from Rand’s book, Lost and Founder.

#69 How to Maximize Value from Event Marketing

August 12, 2018
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Nobody knows how to do event marketing better than Kristen Alexander, CMO of Certain. As a leader in the event management space, Certain is working to increase pre- and post-event engagement, help marketers deliver more personalized and targeted event sessions, and guide prospects through the buyers journey in a more sophisticated way. In this episode, Kristen shares valuable tips around building successful event marketing strategies that lead to better in-person interactions. She also highlights the importance of leveraging event-related data and how to properly setup attribution for this marketing channel.

#68 Are you Staying True to your Brand?

August 5, 2018
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As Co-Founder, CMO & President of Uberflip, Randy Frisch knows how to position a company to meet the needs of clients and customers. In this episode, Randy shares his struggle of whether or not to continue to establish “Content Experience” as a category within marketing, or to position Uberflip alongside more familiar topics, such as ABM or demand generation. Every company must undergo repositioning at some point in order to stay relevant and provide great customer experiences. Listen as Randy and I outline how to properly reposition yourself while staying true to your vision.

Don’t miss out on Uberflip’s upcoming conference. Register for CONEX using promo code DG100 to save $100 off registration. https://contentexperience.uberflip.com/

#67 Mastering One of The Key Principles of Successful Lead Management - Lead Scoring

July 29, 2018
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In this episode on lead scoring, I teach you one of the five principles of successful lead management. I explain everything you need to know about lead scoring so you know whether you should be scoring your leads and how to go about building a scoring model and collaborating with sales in the process:

You’ll learn:

  • Should you be scoring your leads in the first place
  • An overview of the various types of scoring models
  • What it takes to implement an effective lead scoring system
  • How to establish the criteria used in a scoring model
  • The benefits of creating a lead scoring task force
  • Lead scoring dos and don’ts
  • What criteria you can use in an interest model
  • The benefits of a multi-dimensional lead rating system
  • The role lead scoring plays in changing statuses between inquiries and marketing qualified leads
  • How to create service level agreements (SLA) with sales
  • Marketing automation and CRM implementation considerations
  • The importance of maintaining your lead scoring system
  • Whether you should bring in an outside agency to help with the process

#66 10 Tips for Success in the Modern Marketing World: A Reflection on the Last Decade

July 22, 2018
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June 2018 marked the 11th anniversary of the founding of my company, DemandGen. This milestone prompted me to take a trip down memory lane with you to share my reflections of the transformations that have taken place across our clients and digital marketing. I wrap up the episode with 10 recommendations for you around people, process, and technology. I hope this episode will inspire you to make some enhancements to your digital marketing initiatives and that you’ll also put a few of the recommendations I provide into play to help take your game to the next level and increase your personal branding.