100 episodes

This podcast aims to solve common problems that digital marketers have with the strategy and tactics used to generate leads.

Funnel Reboot podcast Glenn Schmelzle

    • Business
    • 5.0 • 1 Rating

This podcast aims to solve common problems that digital marketers have with the strategy and tactics used to generate leads.

    Action Tracking, with Katrina German

    Action Tracking, with Katrina German

    The best plan is not the most correct plan. It's not the one that requires barricading your door, working day and night for a week to write out. It's the one you stick to. 

    This logic can apply to diets, preparing a speech, training for competition, or keeping a New year's resolution. It can also be applied to one thing that is rarely fully implemented - a marketing plan. A great hack to overcome false-starts is to follow a program that's short enough, you see results in as little as 30 days. And that's the tactic used in today's book.  

    Written in 2019, "Action Tracking" is aimed at formulating a digital marketing strategy. Its author, Katrina German, came by her expertise here in a circuitous way. She's worked in different media, from books, to television to running a technology company. The common element was that they all centred around communicating stories, and reaching and marketing to the audiences hearing them. She's been helping companies for the last 6 years. Tying digital actions by sales and marketing to a coherent plan that's aligned with their strategy. 

    But this talk isn't just about scaffolding and building your online strategy. We talk about the drawbacks of current social channels. The issue of social media's impact on mental welfare was brought to the fore by the 2020 movie "The Social Dilemma." The platforms knew about their negative impact on audiences before we as marketers did, but now that we are aware, we can't ignore our impact. When we use sensational headlines so our messages spread further, it ups the ante for all posts to please the algorithm. This degrades everyone's experience and subjects our followers to mentally-corrosive content.  This isn't the kind of Internet Katrina wanted to see, and so she did something about it. Her most recent reincarnation is as founder of Ethical Digital, a Canadian agency that respects the voices of women and Indigenous and other minority communities. Their belief is that more inclusion in the ranks of marketing practitioners will improve the digital experience for everyone. I can't argue with her here and I hope you stick around to hear this upbeat tone at the end of our talk.

    People/Products/Concepts Mentioned in Show
    Using Ads to test your Headlines, a tactic made famous by Tim Ferris Google Analytics Chrome Extension Google Keyword Planner Google Trends CMSs like Squarespace Marketing Automation tools like ActiveCampaign and MailChimp Documentary "The Social Dilemma" Katrina's LinkedIn Profile and Twitter profile
    For more details, please visit https://funnelreboot.com/episode-105-action-tracking-with-katrina-german/

    • 47 min
    Death of Content as King, with Jon Hinderliter

    Death of Content as King, with Jon Hinderliter

    Back in the early 2000s Our guest was in the U.S. Coast Guard Reserve. That occupation was rocked by the events of  9/11, bringing him into  active duty service for four years, and eventually serving for a total of 20 years. 

    After doing a master’s in marketing from Southern Illinois University, he felt he should put these skills to work for academic institutions, he went to work at  University College at Washington University in St. Louis, where he is now the Marketing Director. 

    Through this journey, he saw a transition happening with how digital content works. Since the early days of the internet, content marketing has been the battle cry of countless marketing experts promising free attention forever in return for creating quality content. However,  the majority of the work of matching content with consumers is done by algorithms on the dominant search, social, and e-commerce platforms. This once in a century paradigm shift requires new strategies for marketers. 

    I bet you don't just want to survive this data revolution but you probably want to move past this old regime.

    Our guest chronicled how to make this change in his recent book, The Death of Content as King 

    You'll want to hear what Jon Hinderliter has to say about his 2020 book.

    People/Products/Concepts Mentioned in Show
    Jon's concept of a 'data democracy' like the early days of the Internet Jon's LinkedIn Profile and Twitter Profile The book's website
    For more details, please visit https://funnelreboot.com/episode-105-death-of-content-as-king-with-jon-hinderliter/

    • 55 min
    Data First Marketing, with Janet Driscoll Miller

    Data First Marketing, with Janet Driscoll Miller

    If you've listened to this show, you know that I believe we can base all the marketing decisions we make on data.

    Janet Driscoll-Miller brings over twenty years of search engine marketing experience to Marketing Mojo and is considered a leading expert in her field. Janet has spoken at search engine and marketing conferences including Digital Summit, SMX Advanced, MarketingProfs B2B and Pubcon. Janet is also a frequent guest lecturer at colleges and universities including the University of Virginia and James Madison University.

    In 2020, she co-authored Data-First Marketing with Julia Lim

    People/Products/Concepts Mentioned in Show
    Janet's Agency, Marketing Mojo Janet Driscoll Miller's LinkedIn profile and Twitter profile The book's site: Data-firstmarketing.com
    Episode Reboot. 
    Go to the special Page on Marketing Mojo created for Funnel Reboot listeners.
    For more details, please visit https://funnelreboot.com/episode-103-data-first-marketing-with-janet-driscoll-miller/

    • 41 min
    Influencer Marketing Strategy, with Gordon Glenister

    Influencer Marketing Strategy, with Gordon Glenister

    Consumers and corporate buyers no longer put blind trust in our brands. Nor do they trust big institutions. Nor religion. Nor the government. Nor the media. We do however still trust people like us. That's where influencers come in. 

    Gordon Glenister is a UK-based adviser on the business of working with influencers and running membership associations. Gordon launched the association arm of the UK's Branded Content Marketing Association, to support the influencer marketing industry. Additionally, he hosts “Influence”, the global podcast on influencer marketing.  In 2021 he published the book Influencer Marketing Strategy

    People/Products/Concepts Mentioned in Show
    Example of an influencer scorecard:

    Influencer monetization platforms like Patreon Scale using Influencer followers: Nano (1-10K), Micro (10K-100K), Macro (100K+) Launchmetrics research studies on influencers Joe Pulizzi Influencer Becky Li Influencer Louisa Hatt Influencers used in B2B setting: IBM's Ryan Bares profiled in episode of Gordon's podcast Instagram Influencer Sponsored Post Money Calculator Gordon's LinkedIn profile
    For more details, please visit https://funnelreboot.com/episode-102-influencer-marketing-strategy-with-gordon-glenister/

    • 57 min
    Age of Customer Equity, with Allison Hartsoe

    Age of Customer Equity, with Allison Hartsoe

    Think of the data you have on your customers as having value. It does, by the fact that the more you know your clients, the better you can serve them. This “unlocked potential revenue” of all your current customers can be quantified as your whole customer’s lifetime value (CLV) added together. 

    This number is known by finance people as Customer Equity, but it's much more than a mathematical formula. The value that VCs and public markets have put on assets such as loyalty programs and subscription lists is often greater than the value of a company's capital assets!

    While it might sound like it has to do with finance, this is all highly related to marketing. This is because each tactical decision gets vetted by whether it will optimize CLV; it becomes your company's North Star.  

    Allison Hartsoe has strategize d the digital customer analytics for dozens of Fortune 500 customers throughout her career. She now leads an analytics consultancy in Portland OR, Ambition Data, and published the book, "The Age of Customer Equity",  in 2021. She has been published in Forbes.com, MIT Technology Review, and Fast Company and somewhere in between all this writing, she found time to cycle across the USA. 

    People/Products/Concepts Mentioned in Show
    Your Company’s Data May Be Worth More Than Your Company (Forbes Article) Poshmark case study Naked Wines case study UTM parameters Net Promoter Score Allison's Podcast -Customer Equity Accelerator Allison's YouTube channel Watch this CLV Marketing Example: https://youtu.be/mPzpZtPxdxU For more details, please visit https://funnelreboot.com/episode-101-age-of-customer-equity-with-allison-hartsoe/

    • 47 min
    Ultimate Marketing Engine, with John Jantsch

    Ultimate Marketing Engine, with John Jantsch

    How would you feel if you picked up a book about work, and in the first few pages it tells you that one of the core principles your whole profession holds is flat-out wrong. In most cases, that would be grounds for slamming the book down and never going back to it. But when the book comes from the bestselling author of 10 books, you might read on and hear him out. 

    That's what I did with a 2021 book written by John Jantsch who is also a keynote marketing speaker. 

    He is a husband and father of four grown children and is a native Missourian. As he consulted for small businesses, he became known for approaching marketing pragmatically, something that many midwesterners are known for. Though it originated as the name of his 2006 book, Duct Tape Marketing has come to embody his blog, his podcast and his whole philosophy. It just shows how well good brand names…stick.

    You'll hear John tell what most of us haven't grasped as the goal of marketing, and the steps his book uses to help us get full value out of our marketing. I guarantee that you will get value from listening to him, whether you are a business owner who wears the marketing hat part-time or you are a veteran career marketer. 

    Let's go hear from John Jantsch.

    People/Products/Concepts Mentioned in Show
    Site about The Ultimate Marketing Engine book, containing templates  John is also the author of  Duct Tape Marketing The Referral Engine SEO for Growth Duct Tape Selling The Commitment Engine The Self-Reliant Entrepreneur: 366 Daily Meditations to Feed Your Soul and Grow Your Business John's LinkedIn profile
    Special Thanks to other podcasts I've had the honour to be a guest on:
    Wendy Covey's Content Marketing, Engineered Andrew Monro's Drinking with Freelancers Kevin Dieny's Close the Loop
    For more details, visit https://funnelreboot.com/episode-100-ultimate-marketing-engine-with-john-jantsch/

    • 43 min

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