Marketing Tomorrow

We're taking a break until September! We can't wait to come back with even more interesting guests and topics to discuss with you all.  Before we break, Leah and Ashlee talk about the things they've learned over the last 6 months.

Tyler and Amanda talk through how the EdTech industry is doing right now and some key takeaways on where it's going.

Website compliance might sound boring, but it's becoming more and more important as technology is further engrained in our lives. Shelby and Ashlee talk about a new tool they're excited about and all the things we should be considering when it comes to making our websites accessible.    Links: accessiBe

All about the ups and downs of remote work from two employees at a 100% remote company.

Tyler and Ashlee share about what they've learned while building a presence on LinkedIn over the last 6 months. They talk about what worked, ways the platform has benefitted their professional growth and some ways you can successfully engage with others on the platform.

EdTech companies have some unique challenges when it comes to reaching and growing their audience. Amanda and Ashlee talk about the different types of content EdTech companies can use throughout the buyer's journey to reach their audience.

Another Google algorithm update and another rollercoaster for content marketers.    As Google continues to make major updates to how search works, content marketers are left to wonder what's next for their content strategies. Leah helps us understand the March core update and how this could point to a shift towards information gain.    Links: https://www.semrush.com/blog/google-march-2023-core-update/

Most people can learn how to deploy a host of marketing tactics. What really sets the best marketers apart is the mindset they employ to attack goals and responsibilities.    Jakub Grajcar, Head of Marketing at ZenPilot, joins us today to talk about what makes up the mindset of an effective marketer.

With resources tightening up, focus is the only path to success in impacting revenue. Enter: ABM. The strategy that unites marketing and sales teams to achieve one thing: breaking through the noise and into target accounts.  This extended episode contains a masterclass we hosted on who ABM works for, how much investment it takes and all the nitty-gritty of planning out a successful strategy.

Our world changes so fast, one precisely planned marketing campaign is bound to shift based on new information or new factors. This can lead to frustration for marketers but it can also be a time to lean and improve, allowing new challenges to make our campaigns even better.

So much of B2B marketing is about talking to the right person at the right time. We often boil that down to targeting the key decision-makers in organizations, and for good reason.  But there are many people outside of the key decision makers who influence a purchase decision — teachers might influence the principle, a marketing manager might influence a CMO, etc.  Today we're talking about how to identify other roles you need to reach to affect a purchase decision in an organization and how you can reach them.

Are all these brand awareness tactics that marketers pitch really just a waste of time? In this episode, Ashlee and Jessica talk about "brand awareness campaigns" and their place within an overall marketing strategy and how to ensure they aren't just an endless pit for your marketing dollars.

With the rise of AI and even more powerful marketing automation capabilities at our fingertips, focusing on "humanity" in our marketing is even more important.

Kate and Ashlee talk about how marketers should determine the best metrics to track.

Ashlee and Tyler talk about their first impressions of HubSpot's new AI tool — ChatSpot.

What do you do when it feels like every marketing tactic falls a little short? Every marketer has been there at least once. You're in a rut. It feels like you can't make an impact on your metrics no matter how many things you throw at them.  Like so many things in marketing, the success and failure of your tactics often comes back to one thing: focus. Your ability to focus on a single message or a single goal will more often than not dictate the success of your plan.  Frank and Ashlee are talking about how we diagnose a lack of focus in our marketing efforts and what "focusing" really looks like on a tactical level.

In this episode, Tyler Pigott, LFC CEO, discusses how you can use your tech stack to power your business

Web design can be a rabbit hole of aesthetics, optimization and personal preference. A lot of times, those things result in a better brand asset, but when time and money is tight, it's time to focus on avoiding or fixing the major design pitfalls on your site.  We talked to Shelby Arnett about the major design issues brands should address on their websites to make sure users can understand the problem you solve and can easily find the information they need to make a decision.  We covered: Creating a site structure that guides the user through their journey and makes it easy to find information.Creating a consistent brand experience across the entire site so that users aren't confused as they move from page to page.Making sure your site follows accessibility guidelines.

Sales and Marketing Director, Amanda Sleger, started selling remotely in 2013. As you likely remember, the world was pretty different back then. Skype was still the primary tool for video conferencing and in-person meetings reigned supreme. Amanda notes that even though she was primarily selling remotely, there was still an in-person element to that sales process. We talked about how to overcome the challenges of remote selling and how sellers can be successful in an increasingly remote environment.

This week we spoke to Dave Roberge about "warm prospecting" — how to be more human to the people we are reaching out to and create better connections in a hyper digital age.  Dave shifted his company's approach to marketing and prospecting to use more inbound methodologies and went from getting 2 callbacks out of 400 cold calls to getting 4 calls with Fortune 500 companies. Links:  Crystal KnowsFind Dave on LinkedIn