Archive for June, 2018

How to Manage Influencers Analysts and More: Q & A with a Category Leader

Posted in Uncategorized on June 28, 2018 by OC Talk Radio

How to Manage Influencers Analysts and More: Q & A with a Category Leader

Posted in Hire Power Radio with tags on June 28, 2018 by OC Talk Radio

https://www.podbean.com/media/share/pb-n38mg-941505

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In this episode, we talk to Category Leader, Peter Isaacson, CMO at Demandbase about How to Manage Influences, Analysts and More!  You can read the full transcription of this episode on the Heinz Marketing Blog starting Monday, 7/2/18.  

Here’s just a taste of the converstation:

Matt: The easy thing to do on this conversation would be to talk about account based marketing. Demandbase is one of the leading providers of account based marketing technology to B2B companies. You guys do some amazing work in the space, but I’ve been particular impressed with the work you and your team have done with influencers and to create influence among third party experts in the market. So I wanted to spend a little time talking about that because I know a lot of our listeners on the sales and the marketing side, there’s a lot you can do in terms of direct marketing, but every one of us we’re marketing to people where there is a network of organizations, of individuals, of analysts, and others that are influencing their decision making as well. I think probably the best example of that for you guys more recently is the Forrester Wave that recently came out. Can you just kind of level set what was the wave about and how was Demandbase placed there?

Peter:  Sure. So this is a real milestone I think certainly for Demandbase but also for ABM as a category and certainly want to get into kind of category creation and the role influencers play in that. But this has been a multi-year journey for us, not just overall within ABM certainly but also with Forrester to really kind of work with them, to help them understand account based marketing, why it’s getting so much traction, why customers are getting engaged in it, things like that. Really for a category to really stand as a true category, you need a lot of things to happen, but one of the key milestones certainly is Gartner doing a magic quadrant and/or Forrester doing one of their waves around the category. That’s what happened. They just published it about three weeks ago. ABM platforms specifically and Demandbase thankfully was established as the clear leader up into the right for the ABM platform category. So very exciting.

Listen in for much more!

How to Measure Content ROI

Posted in SLMA with tags , , , on June 25, 2018 by OC Talk Radio

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To hear some marketers complain, the ever ravenous bottomless pit of content consuming ne’er-do-well perspective buyers drain marketing’s budget with nary-a-proof of purchase.  But is the professed ignorance a ploy by marketers that simply don’t want to prove that the content they create is worth the expense?  In this interview with Pamela Muldoon, Revenue Marketing Coach with the Pedowitz Group, we find out that content does have a measurable ROI.  Really, it does.  Really.  This is Part Two of the program:  Connecting Content Creation to the Bottom Line from May 11, 2018

The host is Jim Obermayer.

About the Guest Pamela Muldoon

Pamela Muldoon is a Revenue Marketing Coach with The Pedowitz with over two decades of traditional and digital marketing experience. She specializes in campaign and content strategy with a passion for helping clients develop a content marketing culture across the organization. Her marketing career started over thirty years ago when she transitioned from on-air personality to Copy Director for a radio station in Wisconsin. Since then, she has taken on multiple marketing roles in her career, having worked with companies like ING, Prudential and Content Marketing Institute. Pamela was named one of the Top 50 Women in Content Marketing in 2017 and in 2018 one of the 20 Women to Watch from the Sales Lead Management Association.

Pamela is also a professional voice over talent and podcaster. When not online working on digital marketing strategies, she can be found unwinding at a Las Vegas poker table or hanging out with her two dogs, Maddi and Copper.

About the Pedowitz Group

The Pedowitz Group (TPG) is a Revenue Marketing™ consulting firm headquartered near Atlanta, Ga. We believe that Marketing is the driver of customer engagement that fuels the revenue engine. Many of today’s successful CMOs are operationalizing business accountability, digital transformation and the customer experience through marketing operations. As your partner, TPG helps you plan, build and optimize your revenue engine by delivering services in MarTech, demand generation and marketing operations.

TPG has worked with over 1,300 clients to enable marketing and sales. Our expertise spans the six major categories of MarTech, including marketing automation, CRM and content platforms. We specialize in helping mid-market and enterprise organizations in financial services, manufacturing, software, technology and business services.  The Pedowitz Group customers have won over 50 national awards for their Revenue Marketing excellence. To discover how we can help your organization become successful Revenue Marketers™, visit http://www.pedowitzgroup.com, or call us at 855-REV-MKTG or visit Revenue Marketer Blog.

Related from Muldoon: Connecting Content Creation to the Bottom Line

Sponsor for this show:

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Integrated Brand Experiences in B2B Marketing

Posted in Uncategorized on June 20, 2018 by OC Talk Radio

Integrated Brand Experiences in B2B Marketing

Posted in Hire Power Radio with tags on June 20, 2018 by OC Talk Radio

https://www.podbean.com/media/share/pb-h5dih-9381c5

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Brian Hansford, VP of Performance Management at Heinz Marketing hosted our guest, Jeffery K. Rohrs, CMO at Yext.  

Read the full transcript about Integrate Brand Experiences in B2B Marketing on our blog starting Mon. 6/25/18.  

A bit about Jeffrey and Yext:

I serve as our Global Chief Marketing Officer and we are the leading digital knowledge management platform with a mission to give companies control over their brand experience across the entire digital universe of maps, apps, search engines, voice assistance, and other intelligence services that are driving consumer-discovery decision and actions a day, so in practice, that means that a customer of ours like Arby’s manages their brick-and-mortar location information, store hours, menus, other types of information that consumers are looking for on mobile devices and other services insures that that is correct. Not just across the third-party ecosystem, but also across their own website. 

Jeffrey will speak to what are some of the biggest challenges he sees in B2B marketing and sales from an integrated brand experience and from his own experience working with clients or even as a consumer or a B2B customer himself.  Brian asks “What do you see out there and what are some of your ideas and how do you approach that?”  Listen in to hear great insights.  

Has customer empowerment killed CRM?

Posted in WVU Marketing Communications Today with tags , , on June 20, 2018 by OC Talk Radio

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We now live in a world where companies and brands no longer have control of marketing, advertising, or the conversation with their customers. In a very short period of time, the balance of power has shifted dramatically away from push communication strategy, and morphed into a collaborative engagement strategy between consumers, brands, and channel partners. So, in this new world, is there still a place for CRM (Customer Relationship Management) or the Experience Economy? Are these concepts outdated and need to be thrown out? If so, what has replaced them for marketers who practice and depend on loyalty and relationship management?

In our fast paced ½ hour together we will hear from Michael Lynch. With a career as diverse as loyalty itself, Lynch comes from years in both the gaming and hospitality industries.

Michael recently served as the director of loyalty marketing and market research at Lettuce Entertain You Enterprises where he was responsible for all direct marketing efforts including; strategy, teleservices, Frequent Diner loyalty club, email marketing, website and operational customer relationship management. Lynch was also responsible for research and market survey analysis.

Since 1982, Lynch has developed and executed highly successful database marketing initiatives through effective messaging, segmentation, and differentiation. He has recently developed the relational database that is at the center of Lettuce Entertain You’s ability to analyze customer information and behavior and to make critical marketing decisions.

Lynch received his BSBA in Economics from the University of Central Florida and his MBA from Louisiana State University. Soon after graduating, Lynch was asked to join the faculty of LSU-S. Lynch has also held faculty positions teaching undergraduate and graduate marketing and management courses at Indiana University-Northwest and DePaul University in Chicago where Lynch currently teaches Foodservice Management and Customer Relationship Management courses. Michael is an adjunct instructor at WVU in the DMC Master of Science program and is pursuing his Ph.D. in Hospitality Management at Iowa State University.

Changes to the MSCI Emerging Markets Index – Krane Shares – with Brendan Ahern

Posted in Uncategorized on June 19, 2018 by OC Talk Radio