286 episodes

The Social Business Engine podcast showcases brands using social media technology across all functions in the enterprise including marketing, sales, customer service, HR, product development and commerce. Visit www.socialbusinessengine.com for show notes and links to resources mentioned in each episode.

Modern Marketing Engine podcast hosted by Bernie Borges Bernie Borges - Host of the Modern Marketing Engine Podcast

    • Marketing

The Social Business Engine podcast showcases brands using social media technology across all functions in the enterprise including marketing, sales, customer service, HR, product development and commerce. Visit www.socialbusinessengine.com for show notes and links to resources mentioned in each episode.

    Managing A Remote Marketing Team As The New Normal

    Managing A Remote Marketing Team As The New Normal

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    With the changes happening in the business world due to the Coronavirus crisis, many marketing leaders are learning that managing a remote team of marketers is not a simple matter. Since the entire Vengreso team is remote- now known as “WFH” (work from home) - I wanted to offer help for those making the transition. I invited Matt Langie, CMO of Xant to help me pull it off. And, he delivered! 
    Matt’s background working for tech giant Adobe and other tech firms has enabled him to amass the experience you’d expect from the CMO of an up and coming sales technology company like Xant. During his career, he’s had plenty of experience working with remote marketing teams so his insight into the subject will serve you well. If you’re a team member who’s now working from home or a manager looking for tips on how to manage a remote team, you’ll find Matt’s advice to be golden. Don’t miss it! 
    This episode is sponsored by XANT, the enterprise leader in sales engagement. Xant has authored the Definitive Guide to Sales Cadence. Get your copy at www.SalesCadenceGuide.com
    Managing A Remote Team Begins With Setting Clear Expectations If your marketing team has been moved off-campus due to the “shelter at home” restrictions implemented by local authorities, you're not alone. If you're a team leader, you’ve got to remember that many of your team members have never had to work in that kind of an isolated, distraction-prone environment before. They’re going to need your help to set proper boundaries and approach their work with an attitude that will enable your entire team to thrive.
    Start by setting expectations for work hours, meeting attendance and protocols, and the use of tech platforms you’ll use to communicate and share resources. When remote team members understand what's expected of them and the tools they’ll be using to accomplish their work, they’ll feel more confident in their new environment. Your proactive leadership and patience will go a long way in helping them make a healthy transition.
    Remote Marketers Need To Set Appropriate Boundaries At Home Consider the differences between working in an office environment as opposed to a home office. First off, many people on your team who are transitioning to working from their homes don’t have an actual office in their homes. They may have to set up shop on a dining room table, in a corner of the basement, or in a spare bedroom. That sort of isolation in itself is going to be very different for them.
    In addition, many of them will have pets, children, or spouses at home who need to be considered and taken into account—and your team still needs to get their work done! Help your team understand the importance of setting appropriate physical and psychological boundaries for themselves and with their family members. When they do, they will help their “home team” (their families) come alongside their efforts to continue working and will make it easier for everyone to understand how this “new normal” needs to work. Matt has great advice about the issues to address and how to address them sensitively and with compassion.
    A Remote Team Needs The Tools To Succeed It’s wise for marketing managers who are transitioning team members to remote work to take a careful look at the tools typically used in their office environment. Does the software and platforms you’ve been using for on-campus work fit the digital/remote context? Do you need to find new ways to communicate, collaborate, and deliver assets? Matt says that most teams will need laptop computers, clear channels of communication, and processes that fit the remote work situation.
    Making communication clear and effective is key. Matt says that his remote teams have weekly check-in meetings every Monday morning using a video con

    • 33 min
    Growth Marketing through Hyper Personalization

    Growth Marketing through Hyper Personalization

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    Growth marketing is about increasing pipeline so the sales organization can be more successful, faster. My guest on this episode of the podcast approaches growth marketing through hyper-personalization. What is that? Imagine yourself driving down the highway and two billboards appear along the road. One is a generic, “buy this product from us” presentation while the other speaks directly to you, addressing a very specific personal need you have. Which are you most drawn to?
    Ari Capogeannis is Senior Marketing Director in charge of Demand Generation for Cumulus Networks.The company designs and sells a Linux operating system to deliver networking solutions for large datacenter, cloud computing, and enterprise environments.
    . Ari has seen how hyper-personalization —directed at every person within the decision-making unit of mid-market and enterprise businesses — can accelerate sales pipeline with truly qualified leads as well as decrease the time to close. Listen to hear a brief but deep-dive explanation of what hyper-personalized growth marketing could do for your modern marketing strategy.
    This episode is sponsored by XANT, the enterprise leader in sales engagement. Xant has authored the Definitive Guide to Sales Cadence. Get your copy at www.SalesCadenceGuide.com
    Acquisition, Engagement, Retention: Three Pillars Of Growth Marketing Ari explains that there are three aspects of growth marketing that must be mastered: 
    Acquisition Engagement Retention  He explains how a hyper-personalized approach to growth marketing can improve the effectiveness of each of these pillars by introducing a new concept: He calls it “Demand Gen 3.0.”
    Demand Gen 1.0 is marketing that’s focused on marketing qualified leads (MQLs) which is primarily a volume play with limitations.
    Demand Gen 2.0 is focused on generating opportunities within target accounts and managing those opportunities in collaboration with the sales team. It uses scoring models to develop accountability and measure the journey of those opportunities. It’s less about leads. It’s all about driving opportunities at accounts. 
    Demand Gen 3.0—which is what Ari is advocating— refers to a holistic approach whereby marketers create a digital experience that addresses specific pain points of each person encountered on the website and other digital channels. Different than 1.0 and 2.0, this 3.0 approach is not just lead gen and it’s not just coming up with scoring models that allow sales teams to be more efficient.
    Demand Gen 3.0 is about leveraging the marketing technology stack to deliver messaging that speaks directly to the pain points of the varied members of the decision-making team within a prospective customer's decision-making unit. It’s done by segmenting content according to role and persona and also providing it directly to the sales team for their use.
    What Size Marketing Staff Is Required to Hyper-Personalize Marketing This Way? An approach to growth marketing that dives so deeply into hyper-personalization by personas and buying stages sounds very people intensive. It’s understandable to think that it could require many people. But Ari explains how, by making the right choices about tools within the MarTech stack and centralizing the data, these tasks can be handled by a team of one, two or three people, of course depending on their other responsibilities.
    He says you must hone in on the tools that can integrate effectively. You may need to replace four or five separate technologies in your MarTech stack to achieve centralization of data that enables your team to manage personalized messaging. This change will impact everything, including targeting, predictive analytics, sales enablement and more in a way that accelerates your ability to be effective in this growth mark

    • 32 min
    Why Sales Enablement Strategy Fits Best in Marketing 

    Why Sales Enablement Strategy Fits Best in Marketing 

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    Who is best equipped to carry out an effective Sales Enablement Strategy? Sales? Marketing? Maybe another department?
    Bernie’s guest on this episode of Modern Marketing Engine is Genefa Murphy PhD, SVP and CMO at Micro Focus, one of the world’s largest digital transformation solutions providers. Genefa believes that Marketing should own Sales Enablement and the goal of this podcast episode is to understand why. We'll also get a peek into how it’s being carried out at Micro Focus. 
    You’ll learn how Genefa’s team organizes “Sales Councils” to inform and empower Sales Enablement, how they go about repurposing and creating the right content for Sales, and how she evaluates Sales Enablement efforts both qualitatively and quantitatively. Be sure you listen to the entire podcast episode!
    This episode is sponsored by XANT, the enterprise leader in sales engagement. Xant has authored the Definitive Guide to Sales Cadence. Get your copy at www.SalesCadenceGuide.com
    Is There A Compelling Reason For Sales Enablement To Belong In Marketing? Genefa believes that the buyer’s journey is influenced by both marketing and sales. Marketing delivers messaging to the marketplace, which establishes brand identity and reputation, while sales delivers the message first-hand to potential customers. She says it’s crucial that identical messaging is happening in both of those scenarios and that Marketing is best equipped to ensure that happens.
    But, the insular perspective of a marketer could come up short when it comes to real-life scenarios that sellers face. Additionally, the buyer’s journey is not linear, so there must be a continuous feedback loop that allows for iteration and improvement of resources, training, and Sales Enablement methodology. In Genefa’s words, having Sales Enablement under the Marketing banner “enables marketing and sales to be singing from the same sheet of music.”
    However, contrary to what you might think the relationship between Marketing and Sales isn’t always completely harmonious. In her words, there needs to be a “healthy tension” between them so there is a kind of push-back that allows for mutual growth and accountability between the two teams.
    How Content Fits Into An Effective Sales Enablement Strategy One of the clear areas of need that Sales Enablement must meet is that of creating effective tools and resources that can be delivered to team members in all roles within the sales organization. With that goal in mind, Genefa’s Sales Enablement team has developed a robust content repository that enables them to get the right content into the hands of the right team members, and in the timing that matches each stage of the buying journey. They’ve developed:
    Case studies Competitive battle cards Buyer profiles and personas Competitive intel Sales flows Objective handling resources Door openers and MORE This wealth of content enables sellers to reinforce company messaging more effectively, avoid duplication of effort, increase consistency, avoid fragmented customer experiences, and leverage the knowledge and expertise of the individuals on her team who have in-the-trenches sales experience.
    Making Contracts Between Sales And Sales Enablement Through A Sales Council A great example of applying a Sales Enablement Strategy to great effect can be seen in the way Micro Focus rolled out its new sales methodology. In order to get buy-in from everyone company-wide and to facilitate consistency, the Sales Enablement team created a “Sales Council” in collaboration with Sales Leadership. It’s a team made up of individuals from all roles within the Sales organization who serve as a sounding-board for Sales Enablement.
    Genefa says this step was vital because it enabled the Sales Enablement team — those responsible for bu

    • 32 min
    The Three Pillars of Marketing at Sykes, a Global Brand

    The Three Pillars of Marketing at Sykes, a Global Brand

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    The Unique DNA Of This Global Brand Sykes is a leading provider of customer engagement services with a rich, 40 year history serving global and emerging brands. One demonstration of how Sykes is uniquely different than many long-lived brands is the story of how Ian Barkin came to be part of the company. Ian was previously co-founder and CSO of Symphony Ventures, a professional services firm focused on designing, delivering, and managing modern business processes. The company was so successful that it got the attention of Sykes leadership and was acquired by the company. When that happened, Ian was offered a spot in the C-suite of Sykes as Chief Strategy and Marketing Officer and he says now that he couldn’t be more delighted with this role.
    Ian says the exposure he had to the culture at Sykes while acquisition talks were underway impressed him. Particularly, he appreciated that Sykes leadership often referred to team members as “family,” a practice he and his co-founders at Symphony had intentionally used as they developed their 200-person team. When he was offered a role on the Sykes executive team after the acquisition was complete, Ian felt it was a great opportunity and an amazing fit from a cultural perspective. You don't see that kind of open attitude at the global level very often.
    Pillar 1: Internal Marketing That Fuels The Global Brand When we speak of “internal marketing” we’re talking about the communication of the company values and mission to those already employed with the company. Ian doesn’t feel the Sykes approach of using the #OneSykes messaging was anything novel, but the way they implemented it was quite unique. The strategy is “to teach us about ourselves, to get us all aligned.” This means enabling everyone on the team to know about the rich set of services the company offers, to cultivate a very real sense of unity among team members, and to encourage a sense of integration and collaboration between services. In the end, Ian wants everyone within the Sykes employee family to feel a sense of pride about being a part of the team and about delivering amazing solutions to their customers. 
    To market these values and distinctives internally, Ian has been traveling to company offices around the globe, meeting with managers and teams and amplifying the “We Are One Sykes” message. He’s had rich experiences as he’s connected with teams around the globe and witnessed their enthusiasm and determination regarding the company’s approach to serving its customers.
    Pillar 2: Branding In The Marketplace For Education And Reputation Building The interesting part of what the Sykes team is doing in this regard centers around the company’s traditional set of services — which primarily provided call center services. Many in the industries they serve view them as “the call center people," which is now only a subset of their overall portfolio of solutions they offer to the global marketplace they serve. 
    With a desire to expand awareness among customers and prospective-customers about the company’s robust solution portfolio, the Sykes team devised a somewhat tongue-in-cheek campaign they refer to as #NotJustAllTalk — a play on words that communicates how the company offers much more than call center support services while at the same time proving that they deliver on what they promise. This marketing approach is contributing to an expansion of opportunity within their customer base and elevation of the brand’s reputation in the marketplace. 
    One such example of creative communication is the Sykes OneTAKE video podcast, hosted by Ian. The purpose of this show is to feature a business leader on topics that span innovation, sustainability, entrepreneurship, sales, marketing, customer service and more. Bernie was recently

    • 31 min
    How To Measure Contribution To Sales Pipeline From Events

    How To Measure Contribution To Sales Pipeline From Events

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    Events have been a notoriously difficult marketing channel to measure when it comes to adding qualified leads to the sales pipeline. Much of that difficulty has been due to the limits of the technology marketers have used for years, but there are also shortfalls that have happened in the realms of strategy and planning that need to be addressed.
    Bernie’s guest on this episode of Modern Marketing Engine is Corey McCarthy, CMO of Socio—a company whose customizable event apps are changing the way companies engage with and measure event leads. Listen to discover how to coordinate event lead generation efforts with sales, how to get marketing and sales on the same page for event planning and strategy, how to make sure event leads make it into the sales pipeline, and ultimately how to measure contribution to sales pipeline through events.
    Mark your calendar for February 26th and 27th in Salt Lake City at the Grand America Hotel for NEXT 2020. Register now using the discount code ‘Vengreso’ and save 40% Click here to sign-up!
    Why Has The ROI On Events Been So Difficult To Track? In the past, lead capture at events has not been easy or effective. Corey points out that the paper-spitting dinosaur marketers have used for years - printers - are still around and are part of the ongoing problem of tracking event ROI. 
    The good news is that events don’t have to remain on the fringes of effective tracking. This is the age of data and technology has changed in ways that provide options for capturing and integrating leads from events into existing CRM systems. There are also many lessons-learned from past failures that savvy marketing and sales leaders can implement to make event planning and strategy pay off more. Listen to hear how Corey leads her team to make the most of events through effective planning and the use of technology.

    How To Effectively Tackle The Handoff Of Event Leads To Sales To make sure leads collected at events make it into the sales follow-up pipeline, you have to start at the top. Corey says you must align marketing and sales at the highest levels so that everyone is pursuing the same goals for the event. Part of the problem in the past has been that while sales leaders have often set goals for events they have failed to clearly set KPIs for the sales team selected to attend the event. There has also been a failure when it comes to setting ground rules for event participants. An example that resonates with Bernie is that sales reps at the event should not be allowed to conduct sales calls or demos from their hotel rooms while at the event if that would require missing pre-assigned event responsibilities. 
    It’s also beneficial to understand the context of an event to maximize the spend and manpower invested. Event attendees are often decision-makers who are hard to connect with through traditional means, so wisely making a priority of connecting with them at the event is key to effectively creating sales conversations . 
    How Marketing And Sales Can Collaborate For Events From A Planning Standpoint Corey was kind enough to walk Bernie through her event planning process to demonstrate the pieces that make for effective collaboration and strategy. 
    Corey says that she (the CMO) looks at her calendar for the coming year so she can plan events the company will participate in— and identify the personnel that should be assigned to participate in those events. She’ll coordinate with sales leadership to select the sales reps for each event whose skills best match the needs of the potential attendees.
    From there, Corey communicates with sales leadership so they can plan travel budgets and clear the schedules of sales reps accordingly. Once the top leaders from marketing and sales have chosen their team, they will pull together that tea

    • 30 min
    How AI Sales Assistants Are Changing Automotive Dealerships 

    How AI Sales Assistants Are Changing Automotive Dealerships 

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    If you haven’t heard of AI sales assistants, chances are you may have interacted with one and didn’t even know it. That’s especially true if you’ve purchased or leased a car in the last few years and made your contact with the dealership by digital means. Automotive dealerships are becoming increasingly more tech-savvy and AI sales assistants are one of the newest tools in the marketing plans of many dealerships. But while this week’s podcast conversation showcases the automotive industry as an example, it's not just about the automotive industry - it’s about how many industries around the world are increasingly deploying AI sales assistants.
    On this episode of Modern Marketing Engine Bernie speaks with Micah Burgess, Vice President of Sales at Conversica, the only provider of sales conversion management software for marketing, inside sales, and customer service groups. In this conversation they speak about the current state of the automotive industry, the marketing pivots many dealerships are making, and how AI technology is one of the newest ways dealerships are handling incoming sales calls at scale and converting them to sales.
    This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at https://conversica.com An Old-School Industry Goes Modern Automotive dealerships traditionally approach marketing and sales in tried and true ways. Newspaper inserts, television and radio spots, and even billboards are the mainstay in traditional automotive marketing. But many dealerships have recognized that the internet has changed everything and that there are major gains to be made as a result.
    To take full advantage of the technologies available today, mindsets had to change. That mindset change is well underway. Auto dealers are thinking less like they are in the “car” business and more like they are in the business of business. That means they are thinking more about customers, customer experience, multiple touchpoints, and how to make the most of every opportunity. Data and technology are driving many of those decisions. 
    Is Your Organization Making The Most Of Every Opportunity? The typical automotive dealership is doing business in a very competitive space. Not only are there multiple brand dealerships within a given metropolitan area, but there are also other automotive brands in the area. That being said, the typical buyer is not walking into the dealership as the first step of their buying journey. They research online, price their selected automobile online, and most will eventually contact the dealership that has the automobile of their choice through a digital channel as well.
    This is one of the first touchpoints for dealerships, making the most of the opportunities automotive buyers give them through digital contact. When it comes to digital connections made through dealership websites or automotive comparison sites like Carfax or Cars.com, many of these dealerships are making use of AI sales assistants. Keep reading to learn more about how they work and listen to hear more details of how dealerships are putting them to use.
    Could Your Team Handle Thousands Of Incoming Leads Per Week? Volume and scale are two of the reasons businesses of all types need to make use of automation. With the ease of communication that digital technology provides comes massive opportunities that human beings simply can’t respond to efficiently.
    As an example, Micah explains that many automotive dealerships receive thousands of incoming leads through their websites, comparison sites, social media, and more every single week. No sales team can adequately handle that volume of leads. That’s where AI technology makes a difference. An automated “sa

    • 27 min

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