100 episodes

You're listening to the Actionable Marketing Podcast, powered by CoSchedule - the only way to organize your marketing in one place. Weekly interviews, strategy, and advice from marketing geniuses delivered right to your earbuds. For the marketing professional ready to make sh*t happen.

Actionable Marketing Podcast CoSchedule: The Only Way To Organize Your Marketing In One Place.

    • Business

You're listening to the Actionable Marketing Podcast, powered by CoSchedule - the only way to organize your marketing in one place. Weekly interviews, strategy, and advice from marketing geniuses delivered right to your earbuds. For the marketing professional ready to make sh*t happen.

    AMP196: Future-Proofing Your Brand For Sustained Success With David Lemley From Retail Voodoo

    AMP196: Future-Proofing Your Brand For Sustained Success With David Lemley From Retail Voodoo

    It may be a cliche, but it remains true that nothing is certain for business right now and in the future due to the COVID-19 pandemic. Brand building is a long-term sport with no finish line.


    Today’s guest is David Lemley, a brand strategist with Retail Voodoo. He has worked with beloved brands, including Starbucks, REI, and KIND. David describes what steps to take to future-proof business and brands to thrive and survive for sustained success.
     
    Some of the highlights of the show include:
    Branding’s Value: More than a logo—develop a truly authentic brand built to last Past Background: Branding used to be all about making marks and doing things Present and Future Branding: Promises you make, keep, and feel New Things: Help food, beverage, wellness, and fitness brands win market share Future-proof Brand: Plan to survive and thrive during unforeseen circumstances Consequences: Loss of market share and impacts partner/customer relationships Essential Component: Data and research from brightest minds erodes resistance Future-Proof Process: Understand core audience to anticipate changing needs Building Blocks: People view brands as personal identity with values and morals Tasks, Tactics, and Tips: Read David’s book, Beloved and Dominant Brands Vectors: Ingredient/technology, consumer preferences, worldwide, and relevance  
    Links:
    Retail Voodoo David Lemley on LinkedIn Beloved and Dominant Brands by David Lemley Essential Water LesserEvil Managing The Professional Service Firm by David Maister Ben Sailer on LinkedIn CoSchedule  

    • 22 min
    AMP195: The Two Things Every Remote Marketing Team Needs to Succeed (And How to Bring Them Together) With Lars Helgeson From GreenRope

    AMP195: The Two Things Every Remote Marketing Team Needs to Succeed (And How to Bring Them Together) With Lars Helgeson From GreenRope

    How can you make remote work actually work? The right technology stack and the right processes to work from home on a distributed team.


    Today’s guest is Lars Helgeson from GreenRope. Based on Lars’ two decades of 100% remote work experience, he offers simple and practical advice to pair technology with  processes that establish a solid, remote-working foundation.
     
    Some of the highlights of the show include:
    GreenRope: CRM/marketing automation software in single, unified platform Simplify Complexity: Successfully scale company by shifting toward remote work Advantages: Freedom and flexibility to work when and where you want Disadvantages: Not ideal for those needing space, structure, and office/cubicle Remote Work Necessities: Internet connection and quiet workspace Focus: What do you need to get work done? Requirements and right tools Data: How to create and distribute it to hold people accountable? Processes: Manage, control, understand, and document how people do things Structure: People need to have structure and know what they’re working toward Key to Success: Solid CRM that has all data fully integrated, built into platform Work-from-Home Policies: Mistakes made due to lack of structure and planning  
    Links:
    GreenRope Zoom FaceTime GoToMeeting Microsoft Teams Ben Sailer on LinkedIn CoSchedule

    • 28 min
    AMP194: Overcoming Tough Challenges When Business is No Longer Normal With Dave Schneider From Shortlist.io

    AMP194: Overcoming Tough Challenges When Business is No Longer Normal With Dave Schneider From Shortlist.io

    How can businesses and marketers adapt to rapidly changing circumstances, such as COVID-19? Seek reassurance and practical advice to move forward when there’s no clear end in sight. Not only survive, but thrive.  
    Today’s guest is David Schneider, CEO of Shortlist.io, a digital marketing agency. David understands how to handle challenges that affect businesses, marketers, and clients. 
     
    Some of the highlights of the show include:
    Challenges: Budget cuts, resource constraints, adjusting KPIs, building network Networking Concept: Recognize importance of recession-proof buffer for career Human Connection: Reach out to others and acknowledge/recognize importance Cultivate Relationships: Who do you admire/follow on social media channels? Natural Ice Breaker: Start a conversation by checking in; still happy and healthy? Marketing Copy and Conversion: Pivot messaging away from content cliches Growth: Despite less money and resources, work more efficiently and effectively  
    Links:
    David Schneider on LinkedIn Shortlist.io NinjaOutreach Ben Sailer on LinkedIn CoSchedule

    • 31 min
    AMP193: Making Sponsorships Successful By Picking the Best Partners and Proving ROI With Ken Ungar From CHARGE

    AMP193: Making Sponsorships Successful By Picking the Best Partners and Proving ROI With Ken Ungar From CHARGE

    What does it take to make sponsorships successfully work? Turn one-off transactions into powerful, long-term relationships between brands by picking the best partners and proving ROI.   
    Today’s guest is Ken Ungar, founder and president of CHARGE, a sponsorship marketing agency. Also, Ken’s a former chief executive for the Indianapolis Motor Speedway and author of Ahead of the Game: What Every Athlete Needs to Know About Sports in Business. 
     
    Some of the highlights of the show include:
    Take CHARGE: Unlock power of sponsorship to accomplish business objectives Third-Party Validation: Marketers convince consumers, sponsors transfer affect Partners and Collaborators: Choose wisely to create a positive relationship Potential Sponsors: Know/share audiences; identify brand/property reputation Pitch Perspectives: Create win-win attitude when attracting or selling sponsors Relationship Results: Both sides benefit; if nothing’s invested, nothing’s gained Strategy, Plan, Work: Leverage and activate relationship to make it mutually beneficial Mindful Mistakes: Understand audiences via discussions, surveys, and data Activate sponsorship to advertise benefits Measure success or plan to fail Stakeholder Sponsorship Skepticism: Convince with case studies, testimonials  
    Links:
    CHARGE CHARGE Sponsorship Insights Ahead of the Game: What Every Athlete Needs to Know About Sports in Business SurveyMonkey CoSchedule

    • 42 min
    AMP192: Data-Backed Insights on COVID-19's Impact on Sales and Marketing With Jim Benton From Chorus.ai

    AMP192: Data-Backed Insights on COVID-19's Impact on Sales and Marketing With Jim Benton From Chorus.ai

    Everyone knows the COVID-19 pandemic has impacted sales, marketing, and businesses worldwide. Uncertain times call for empathy to best serve others.    
    Today’s guest is Jim Benton from Chorus.ai, a conversation intelligence platform. Early on, Jim and his data science team recognized the need to crunch and record a lot of numbers to analyze how customer bases are adapting and adjusting to changes.
     
    Some of the highlights of the show include:
    Daily Briefing: Share unique and empowering productivity, sales, business data Weekly Briefing: Bring rich data and best practices to market to adjust/reopen Why bring CFOs into sales calls? Rationalize numbers and reduce friction Extreme/Outsized ROI: Present with clarity, rigor, and above-the-line selling Human Side of Problem Solving: Challenging events create massive change Leadership: From chaos to sanity through data-driven coaching to grow people Intimidating Interactions: Team effort, roles to play, and desired outcomes Collaboration: Offer equal access to rich data, come together to solve problems Future Trends: Dealing with even bigger issues, not related to COVID Links:
    ai CoSchedule

    • 37 min
    AMP191: Harnessing the Power of Relationships to Transform Your Influencer Marketing With Magda Houalla From AspireIQ

    AMP191: Harnessing the Power of Relationships to Transform Your Influencer Marketing With Magda Houalla From AspireIQ

    How do you build long-lasting, mutually beneficial relationships with your best customers? Treat influencer marketing more like relationship building and less like a cash transaction.    
    Today’s guest is Magda Houalla, Director of Marketing Strategy at AspireIQ. She describes how to elevate influencer marketing beyond clichés to achieve results.
    Some of the highlights of the show include:
    Influential Evolution: Find influencers, manage relationships, analyze results What it means to be influential? Focus on product for community building Who is influential? Customers, enthusiasts, subject matter experts, employees Business Objectives: Self-serve access to technology and relevant information Where to begin? When overwhelmed with possibilities, focus on personalization Fan of Brand: Target audience, customer personas, and values-first approach Start with a Story: Value-focused pitch and communication are key elements Building-type Mindset: Engage and approach people with more of a relationship ROI: Exponentially greater over long-term than waving money in someone’s face Next Step: Provide value beyond money and products via experiences No Fear: Don’t be afraid to amicably end a partnership with people Marketing Mistakes: Everyone in community is an extension of your business Links:
    AspireIQ CoSchedule

    • 26 min

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