Enterprise Marketer Podcast - Conference Business

At the beginning of the year, we are always looking for resolutions. Things we want to change, areas we want to grow it, and ways to make our lives better.
One of the areas we tend to focus on is our education. In marketing, you are asked to do the impossible, stay on top of new trends and be proficient in your ability to drive results.
That's right, we have to try new things and be right all the time?

"Especially once you do any craft for a while, you learn a lot about it, and so all of us have been practicing this art and craft of digital and content marketing, we've learned some things, and believing in your ability, and having that sense of self-confidence, I think, can help you do even better, you know, and that's what I think everybody should really recognize is what you are accomplishing, especially when you're selling hard products, and your milestones are minimal, you've got to learn to celebrate your successes along the way. To me, that's essential."

In this conversation, Jeff Julian and Vishal Khanna discuss the need to grow as marketers and ways to consider the different approaches from different trades for becoming better at what we do.

Full Show with Video: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/67-vishal-khanna-from-intelcontent-2017/

In this show, Pamela Muldoon sits down with Jeff Coyle to discuss marketing insights and changes in digital marketing that most marketers might not know about.

Full Show: http://emktr.co/2wv2Wd0

Biography:

Jeff Coyle is a data-driven search engine marketing executive with more than 16 years of experience managing products and website networks.

Jeff is the Co-founder and Chief Marketing Officer for MarketMuse, where he is focused on helping content marketers, search engine marketers, agencies and e-commerce managers build topical authority, improve content quality and turn semantic research into actionable insights.

When your marketing team is focusing on the channels rather than the primary asset, the content, you loose the ability to understand the quality of your leads coming from your site. You don't know what they have seen, where you think they are going, and why they are where they are. Being able to have a ledger of content consumption habits of this user and comparing that to where you want them to go and what others have found valuable, you really start to be able to drive customer journeys.

In this podcast, Nick Edouard discusses the need for triggering content assets that are part of a journey to drive the bingeing habits of site visitors for greater engagement and giving them more control over the journey.

We also answer the following questions:

Why is Content Marketing software needed?
Where does the Content Management System fit in?
How do we bring content together that is spread throughout the web?

Not all Content Marketing software is the same. If you buy a CMS, CRM, or Marketing Automation platform, there is a particular set of problems each is tasked to complete to be in that category, but that is not so in Content Marketing software. Near the end, we get into a topic that is near and dear to my heart, the interoperability of MarTech vendors and the need for a Knight's Round Table conference for beginning the conversation about how we can work together in harmony for the health of the stack and customers, rather than be in an arm's race and be competing with companies that we should not actually be competing with.

Full Show: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/65-nick-edouard/

Biography:

Nick Edouard is Co-Founder, President, and CMO of LookBookHQ. Nick has previously founded or led several high-growth technology companies in Canada, the US and the UK including Broadreach Networks (acquired by QinetiQ) and Macropolitan (acquired by Arqiva). He was most recently President, North America of Nomad Digital, the leading global provider of connectivity solutions to the transportation sector. A frequent speaker at conferences and events, Nick holds an MA (Hons) degree in Classics & Philosophy from Trinity College, University of Oxford. He’s still figuring out what to do with it.

"What would you say you do here?" If the Bobs from Office Space were to invade your Content Marketing team, would they be able to understand your role as Content Strategist and how beneficial it is to the organization?

"Content Strategy is not just for marketing." The role is as much internal as it is external. You have sales teams who need to use content to convert the audience. You have HR teams that need to drive culture and long-term employment. Then you have the customer who needs value, and you need to build up as much trust as possible, and in Buddy's industry of pharmaceuticals, confidence and value are key.

In this episode, Buddy Scalera explains how important it is for teams to understand Content Strategy and to drive a story that can quickly bring people up to speed and continue them on a journey that they are driving and receiving value along the way.

Biography

Senior Director of Content Strategy at The Medicines Company. Healthcare communications, digital health storytelling & visual content strategy by day. By night, comic book writer and visual storytelling educator. Speaks on the topics of content strategy, multichannel content marketing, social media in pharma, intelligent content, content engineering, analytics, transmedia storytelling with intellectual property, and user journeys for healthcare professionals and patients.

Watch the show here: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/64-buddy-scalera/

The CMI team has been through a lot of changes over the past year with the acquisition by UBM. The thing that has not changed is their passion for the community and their friendship within.

At ICC, we were able to host a poker game with only UBM/CMI staffers and talk to them about the event, their team, and some of the things they love.

Let's face it, we are in strange times when it comes to creative, design, and digital asset development. From the marketing teams perspective, for nearly a century, they have relied on some form of advertising agencies to augment their team's capabilities to deliver results. From the business perspective, for nearly a century, they have relied on some form of consulting firms to augment their team's capabilities to deliver results. From the IT teams perspective, for half a century, they have relied on the software development firms to augment their team's capabilities to deliver results.

Now, in 2017, the responsibilities of these three units have been passed off in some form to the marketing team when it comes to strategy, systems, and creative used to reach customers. Since the primary outside resource for this team was the agency, we have seen many different forms launch in this new competitive landscape. Companies like Deloitte, Avanade, Accenture, HP, IBM, Microsoft, and so many others are stepping into the world of WPP, Ogilvy, and the likes for a showdown of historic proportions.

With this collision, an interesting problem has arisen with pricing. Consulting firms have used a time-and-materials model where every second a team focuses on a client, a rate is assessed. Agencies have embraced either a monthly retainer or fixed-bid model to have specific pricing decided up front and "guaranteed" in some form or fashion with changes orders passed around and arguments to follow.

In this podcast, Paul Roetzer, founder of PR 20/20, and Jeff Julian, founder of Squared Digital, will discuss the problems with these pricing models and introduce a new approach to agency pricing that both companies have found independently and based on agile methodologies.

Full show: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/62-paul-roetzer/

Biography:

Paul Roetzer is founder and CEO of PR 20/20, a Cleveland-based inbound marketing agency specializing in public relations, content marketing, search marketing and social media. PR 20/20 was the first agency in HubSpot's value-added reseller (VAR) program, which now includes more than 450 certified firms.

Prior to launching PR 20/20 in 2005, Paul spent six years as a consultant and vice president at a traditional public relations agency. His book, The Marketing Agency Blueprint, serves as a guide for building tech-savvy, hybrid agencies that are more efficient, influential and profitable than traditional firms.