292 episodes

The Modern Marketing Engine podcast hosted by Bernie Borges is the podcast for the modern marketer who wants to hear from their peers in the trenches and the occasional analyst or rock-star-influencer sharing strategies and tactics about what’s working in modern marketing. Show notes are available at http://bit.ly/MME-show

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

    • Marketing
    • 4.9, 39 Ratings

The Modern Marketing Engine podcast hosted by Bernie Borges is the podcast for the modern marketer who wants to hear from their peers in the trenches and the occasional analyst or rock-star-influencer sharing strategies and tactics about what’s working in modern marketing. Show notes are available at http://bit.ly/MME-show

    A Successful Shift from an Outbound to an Inbound Marketing Strategy at NAWSP

    A Successful Shift from an Outbound to an Inbound Marketing Strategy at NAWSP

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    There’s a powerful analogy used to describe the difference between an outbound and an inbound marketing strategy: an outbound strategy is like chasing or hunting for leads, while an inbound strategy is like attracting or luring leads to you.
    And although both marketing strategies have their merits and their limitations, my guest in this episode of the Modern Marketing Engine podcast, found great success for her organization when she shifted from an outbound to an inbound marketing strategy.
    Cynthia Barnes, Founder and CEO of National Association Women Sales Professionals (NAWSP) is a repeat guest here on my podcast. Cynthia is a LinkedIn Top Sales Influencer, highly sought-after keynote speaker, and Champion for Women in Sales, known for motivating others to feel confident, empowered, and brave. She founded the National Association of Women Sales Professionals (NAWSP) with one simple mission: to help women in sales reach the Top 1% and end gender inequality in sales.
    Women from around the globe have joined together to create a community of 15,000+ women in sales who band together for the support and professional development that only other women can provide. They want to level the playing field. They want to have conversations otherwise considered taboo and who want to hold leaders accountable and ask the hard questions.
    Listen to this episode to learn how Cynthia was able to grow NAWSP’s membership to more than 15,000 with a simple but well-thought of inbound marketing strategy.
    The story of NAWSP Cynthia recalls how a Facebook meme inspired her to start NAWSP. The meme said: “The true test of whether you are successful in life is not based on how well you do. It’s based on how many others you helped do well.”
    She realized she had been in the top 1% for many years and wondered how many women she could help reach that top 1% in sales. Women in sales have unique challenges that men don’t have, but also have innate strengths that they can tap into to get to that top 1% faster.
    Cynthia explains that women are often held back by the imposter syndrome or their inner critic and don’t know how to express themselves in the right way. NAWSP teaches women how to tap into their strengths such as relationship building and time management to overcome those challenges.
    And because 89% of sales leaders are male, when a woman wants to reach the top 1%, it benefits her to have a male sponsor. So, NAWSP has men who serve as allies, sponsors and mentors who help women in sales ascend the corporate ladder in their organizations.
    NAWSP’s Inbound Marketing Strategy At launch in 2016, NAWSP didn’t have a defined marketing strategy. In Cynthia’s words, it was a “cluster and haphazard at best,” doing Meet-ups and LinkedIn groups. But when they  started identifying the demographics and psychographics of their ideal member, things began to change. 
    There’s a marketing formula that NAWSP began to apply: M x M = R. That is:
    Message X Media = Result
    The first M is the message. What do you say to your target market to get them to stop scrolling? The second M is the media. Where do you put your message once it’s fine-tuned? Social media, radio, billboards? Result. In 2016, NAWSP didn’t have a clearly defined message nor a media platform to place that message, so their results were terrible. Once they identified how their ideal member thinks, her goals, her values, and her objections to the sale, they were able to create the right marketing message and found she was most likely to engage with them on LinkedIn and their results skyrocketed.
    In the early days, the focus was an outbound strategy, chasing potential members. But then they shifted their focus to attract members to what they had to offer.
    The current attraction content strategy includes blo

    • 27 min
    How the Right Market Intelligence Enables Organizations to Thrive in Challenging Times

    How the Right Market Intelligence Enables Organizations to Thrive in Challenging Times

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    Companies must have a strategic plan to grow and expand, especially in challenging times like the current pandemic, where market dynamics have shifted and priorities have shifted. Most B2B companies use traditional market reports to guide their strategic decisions, but they are not enough.
    However, with the right market intelligence, B2B organizations can prioritize their accounts, reevaluate territories and rethink their ideal customer profile to actually thrive.
    In this episode of the Modern Marketing Engine, my guest, Elizabeth Cholawsky, PhD, describes how technology intelligence helps companies plan with confidence and make better decisions. She is a seasoned executive leader in the technology industry with a strong focus on growing successful SaaS-based businesses. Elizabeth has led and worked with companies to build market-leading offerings, using in-house talent as well as through partnerships and acquisitions.
    Elizabeth is the CEO at HG Insights. The company has built the world’s largest and most accurate database of B2B technology customer intelligence, tracking more than a million businesses and the specific technology stack products they are using. Elizabeth won Comparably’s 2019 Best CEO for Women Award.
    This post summarizes our conversation. I invite you listen to the entire episode (33 minute interview) to learn more about market intelligence and how it can help your marketing or sales team succeed.
    Success Begins with Strategic Planning Whether your company is trying to determine which territories to expand to, how to align sales and marketing with the right accounts, staff your business appropriately and invest in effective tools for growth or persuade investors to fund you, or pivot due to COVID-19 you need strategic planning.
    But where do you start? You must start with data.
    Unfortunately, traditional market reports are not enough to make informed decisions. Most are based on customer surveys interpreted by analysts and provide only high-level numbers on potential size and growth of a market. These reports are too generic and not very actionable.
    This is where technology intelligence comes in.
    Technology Intelligence Elizabeth says that her clients are usually looking for much deeper insights than what’s provided on an analyst report, which is generally an estimate of the total available market (TAM) or serviceable available market (SAM). What they need is to understand their serviceable obtainable market (SOM), which represents the segment of the market they think they can realistically capture with their product or service. And to obtain the SOM, they need detailed tech intelligence on what technology products their accounts or prospective buyers have installed.
    Tech intelligence allows the entire organization to make better decisions. For instance:
    Sales leaders use granular tech intelligence to map out and divide their sales territories into regions that contain accounts that match their ideal customer profile (ICP). Sales and marketing teams use tech intelligence to develop and deliver highly relevant campaigns with messaging customized to a prospect’s strategic initiatives, existing solutions and pain points. Product teams use tech trending information to make decisions on which products they need to enhance or end, and what new solutions they need to develop to better compete in the future. Elizabeth says that the data HG Insights provides is so detailed that their clients can understand what technology products are installed at each account and what the budgets are for those products. That way they can make fair comparisons between markets. In our interview, Elizabeth shared an example contrasting tech intelligence between Germany and France, providing data to support the decision to invest in one country over the oth

    • 33 min
    How B2B Sales Teams Are Pivoting in the COVID World

    How B2B Sales Teams Are Pivoting in the COVID World

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    Marketing and sales plans conceived in early 2020 are either no longer relevant or no longer work, so B2B sales teams have had to change how they sell (and sometimes even WHAT they sell) to adapt to the new environment of the COVID world.
    In this episode of the Modern Marketing Engine, I talk with Jillian Ryan about some of the pivots B2B companies are making to respond to the changing marketing and sales landscape. Jillian is a principal analyst on the eMarketer vertical for Insider Intelligence. Her expertise and analysis focus on B2B marketing, advertising and sales, as well as trends in marketing transformation and the modern workplace.
    As a former B2B marketing director, Jillian has over 15 years experience driving strategy for B2B software companies and digital publishers. She is also a frequent presenter at industry events such as The B2B Marketing Exchange, Advertising Week and Social Media Week and her commentary has been featured in Bloomberg, CNN, The Wall Street Journal and Ad Week.
    Listen to this episode as we discuss how B2B sales teams are pivoting to succeed in the COVID world.
    Two Pivots for B2B Sales Teams At the beginning of the COVID crisis, many B2B sales teams were left in the dark while executives shifted priorities and marketing teams figured out new messaging. Sellers wondered what would happen with their quotas, if their jobs were secure and what would the future look like.
    Sales leaders had to pivot and inform their teams that budgets shifted from live events to other channels such as video conferencing and video sales prospecting.
    Pivot #1: From Live Events to Virtual Events For B2B companies, in-person events in a pre-COVID world were a pivotal touchpoint to drive demand, secure active deals and build stronger connections with prospects. These events took on many forms: some companies hosted their own events to launch new products and features and provide their audience with educational and thought leadership content. Other B2B companies relied on trade shows to showcase their products, while others participated in large scale industry events to meet with partners and potential customers.
    Today, virtual digital events are the norm. This is what Jillian discovered in her research.
    Pivot #2: From In-Person Meetings to Virtual Meetings Without face-to-face events, business travel and meetings, sellers have lost critical touchpoints with their prospects during this pandemic. Further, navigating conversations with potential buyers during an economic crisis is not easy. B2B sellers who are consultative, creative and empathic can find success.
    The obvious pivot is to virtual meetings with 77% of salespeople in North America saying they are doing more while sheltering in place, according to April 2020 research from LinkedIn®. Phone calls (57%) and emails (51%) also saw increased usage with sellers looking to engage with buyers.
    How Sales Video Came to the Forefront in the COVID World Without the possibility of face-to-face interaction, video calls are on the rise. This includes asynchronous video sales messaging.
    Although it’s very easy to hop on a call now because work schedules are less cluttered with business trips, getting a buyer to respond is also increasingly challenging as bandwidth for Zoom calls competes with the pressures of being locked in the home with kids, family members and other COVID-driven challenges. There is no universal answer to these challenges: it depends on the individual buyer.
    That’s why sales leaders are increasingly teaching their sellers to use sales video messaging to connect with prospects in a manner that allows flexibility in how they respond while working from home, but also includes the personal touch that is lost in written digital communications.
    In fact, according to LikedIn®, video

    • 35 min
    A 5-Point Marketing Strategy to a Target Audience Who Doesn’t Recognize Your Value

    A 5-Point Marketing Strategy to a Target Audience Who Doesn’t Recognize Your Value

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    Innovative business models bring interesting challenges for marketers. When your company fills a previously unrecognized void, your target audience won’t probably know you exist or recognize that they need you. What marketing strategy can you use if your target audience doesn’t recognize your value?
    That was the case of my guest in this episode of the Modern Marketing Engine, Stephany Greene. Stephany is Director of Marketing and Public Relations at WestCMR, a company that purchases surplus inventory of in-date surgical supplies from hospitals and surgery centers and sells them  to facilities at a discount.
    WestCMR was founded in 1997 by Randy Ware. Randy was in sales when he observed excessive waste where hospitals and surgery centers sent their new, unused un-expired surgical supplies to landfills. So he innovated a unique business model to empower hospitals and surgery centers, that enabled them to capitalize their excess inventory by selling their supplies to Randy’s company, instead of sending them to landfills. 
    WestCMR’s Marketing Strategy Randy established a strong market presence with WestCMR with a persistent effort. Stephany says that even though WestCMR became the leader in this niche market over the past 23 years, and they serve thousands of hospitals and surgery centers, they’re still a niche business that many in the industry don’t even know exists to help them.
    She joined the company in 2018 and implemented the following 5-point marketing strategy with great success.
    1. Video Focused on Telling the Story Stephany began implementing her strategy with videos focusing on the vision of the CEO, interviewing employees and showcasing the warehouse and the employees working there.
    This allowed them to overcome misconceptions their target audience had about the quality of their products, about what they do, and how they do it. For example, competitors have tried to imply that WestCMR sells blackmarket supplies, or the products are not authentic – which is not true.
    The videos showcasing the cleanliness of their warehouse, the actual products and the skilled staff position them as a reputable supplier in the eyes of their customers. They not only used the videos online but converted them into a 30-second TV commercial, social media ads and other marketing assets.
    2. Still Images The second point in the marketing strategy is images. Stephany has used professional quality photographs of the warehouse and their products for advertorials and online catalogs.
    The target audience places a lot of importance on the products: that they are legitimate and un-expired -- and here’s where the photos help out, showing the expiry date and the manufacturer’s logo.
    3. Events - Tradeshows Prior to COVID-19, WestCMR attended and exhibited at the top trade shows in their industry (between 3 and 6 per year).
    Stephany and her team innovated in their exhibits, emulating the warehouse in their booth, playing ads in the convention center and hotel lobby monitors and covering tall columns with life-size photos.
    Listen to this episode as Stephany shares the impact they had at the different events they attended.
    4. Digital Marketing WestCMR’s digital marketing strategy focuses on email, partnering with a vendor that uses a double opt-in list, thus reaching qualified sales leads. 
    Additionally, they use animated videos to tell the story of WestCMR online and on TV and buy online ads to reach Materials Managers and Procurement Managers at hospitals and surgery centers.
    5. Sustainability Message on “Being Green”  Integrated into all the channels above is WestCMR’s sustainability message. This message allows them to reach a wider audience.
    Their slogan, “Turning surgical supply waste into green profits” has been popular in the media (they’

    • 41 min
    The Power Of Human In Growth Marketing During A Global Pandemic

    The Power Of Human In Growth Marketing During A Global Pandemic

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    Growth marketing is what drives pipeline and increases sales in the long run. The correlation is undisputed. During a time of social and financial disruption like the current COVID-19 pandemic, growth marketing can be perceived by some as insensitive and opportunistic. What is the modern marketer’s best response?
    I’m happy to have Meredyth Jensen as my guest on this episode of the Modern Marketing Engine podcast. She serves as Senior Vice President, Corporate Marketing & Brand Communications at RGP. During our conversation, I learned that RGP is a spinoff from Deloitte in 1996 and has become a global company that has served more than 80 of the Fortune 100 companies with services spanning financial, legal, HR, IT and supply chain.
    Meredyth’s perspective is simple yet powerful: Marketing that is human is marketing that works, no matter the social or economic climate. Join us for this intriguing conversation where Meredyth outlines her personal approach to her own marketing career, why RGP has not missed a beat in its marketing efforts despite COVID-19, and so you can benefit from her advice on ways you might want to adjust your marketing approach to reach your ideal customers.
    We Marketers Still Need To Do Our Job During Social And Economic Crisis Every season in the life of a business has its unique challenges, but right now (H1 of 2020) companies worldwide are facing unprecedented obstacles. COVID-19 has changed the story when it comes to the needs of the consumer or business we’re marketing to. Many things that used to be pertinent talking points have become irrelevant — or at least no longer appropriate to be part of the marketing conversation. In this environment, marketing teams still have to do their job, albeit with more compassion than ever. Meredyth acknowledges that although this is true, it doesn’t change the approach of brands who have been doing marketing with an authentic emphasis on people all along.
    Meredyth approaches marketing from a “human” perspective, meaning she leads her team to craft both her marketing approach and messages to the person on the other end of the conversation. She wants to provide true care FOR that person, whatever form it might take. That's a big reason why her transition into her current role at RGP is such a perfect fit. Hear more about when you listen to this episode. 
    RGP’s moniker is "The Power of Human." This is a mindset that most marketers would say they want in their approach but one that's not always practiced. Listen to this podcast episode to hear Meredyth explain the RGP mindset to get inspired in your own growth marketing strategy.
    How Can A Company Be Truly Human? It may sound like hyperbole to say that RGP, a business that serves over 80 of the Fortune 100 companies is a “human” company, but it’s legit. Meredyth explains that she hears it from their customers. One of the most common sentiments expressed by their customers goes something like this, “You don’t just work for us, you work with us.” To Meredyth, that’s proof that the RGP team has “the power of human” in their DNA. The vision is more than a slogan at RGP. Human is how they do business.
    The people on the other end of their marketing are what matter. The assumption that when the customer is cared for in a human way, loyalty and profitability are natural outcomes, has proved to be true since their founding in 1996. Marketing practitioners have much to learn from such a great example. Listen to learn more about how to orient your growth marketing around a human approach.
    Growth Marketing Cares For The People On The Other End At the outset of this episode you’ll hear Meredyth say the following…
    “I don’t even want to say we’re marketing to people right now. We’re helping people. How can we be helpfu

    • 28 min
    4 Strategies to Drive Marketing Results with Limited Resources

    4 Strategies to Drive Marketing Results with Limited Resources

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    Every team of marketers needs to drive marketing results that matter, and as my guest on this episode says, “I’ve never heard a marketing team say, ‘We’ve got all the budget we need!’ “ That’s especially true for small teams. On this episode, David Buffaloe, CMO of Vertical IQ shares the steps marketing leaders can take to drive marketing results despite having limited resources.
    Vertical IQ provides insights into what’s happening on a variety of levels in over 500 industries. By tapping into the data available through Vertical IQ you will quickly become an industry expert; which equips you to find, connect with, resource, and close new customers and nurture relationships with existing customers. You’ll enjoy hearing the insightful strategies David has for assessing your marketing approach, choosing and using automation effectively, locating the right talent and nurturing their success, and producing marketing results that drive the bottom line profitability of your company. I invite you to listen!
    The First Step To Optimizing Your Small Marketing Team Is... ...Assessment! David has only been in his present position as CMO of Vertical IQ for 7 months at the time of this conversation, but he’s been in marketing for over 25 years. His approach when stepping into leadership at any organization is to assess the state of the company and the current marketing approach. This includes understanding the needs of the company and the needs of the audience they are selling to. He asks questions about the content currently being produced and what is missing. He considers the opportunities for driving demand, building brand awareness, and how thought leadership is being used and can be used more effectively to build expertise in the industry. 
    When this kind of assessment is done you’ll better understand how to make best use of what you have in place and what skills are needed on your team to utilize those resources and drive marketing results. There is so much here, you won’t want to miss what David has to share.
    Prioritizing Tasks That Drive Marketing Results For small marketing teams a clear set of priorities must be established so that the real limitations that exist can be optimized. As David says, “You can’t do everything and you can’t do everything well.” Choosing the right priorities and balancing the difference between long-term needs and the short-term impact you can make is essential. It’s your assessment that will help you identify and drive the right priorities. 
    Once you’re clear on what you need to be doing, you should set up your processes and systems in agile ways. This is important with a small marketing team because things change too quickly for a “set it and forget it” approach. Adaptable, flexible teams and systems can make the most of every situation and continue driving qualified leads to the sales team so they can generate closed-won deals.
    Learn To Balance Automation With The Need To Remain Adaptable Since David emphasized the need to be agile, it was interesting to hear that he also encourages the use of automation. When I asked him to clarify how the two fit together he said that marketing automation is great but that you can have too much. When overburdened with automation options, a marketing team can hamper its own efficiency and effectiveness. 
    David recommends you start sorting out your automation needs by asking yourself “WHEN is the best time to automate within our current marketing and sales alignment sequence?” He encourages you to understand your audience intimately, understand the typical buyer’s journey, and THEN you’ll see clearly WHEN is the right time to automate.
    Some suggestions for where automation typically fits best are...
    Adding automation to the initial touches with prosp

    • 33 min

Customer Reviews

4.9 out of 5
39 Ratings

39 Ratings

Max Branding ,

Spectacular!

It's amazing Bernie has put together an amazing podcast for so long. You'll learn new helpful tips every episode and want to share them all with your team. Rockstar podcast

Clarisse Gomez ,

Awesome Podcast!!!

Bernie, host of the Modern Marketing Engin podcast, highlights all aspects of performance arts, acting and more in this can’t miss podcast! The host and expert guests offer insightful advice and information that is helpful to anyone that listens!

Brooke Craven ,

Awesome Podcast!!

Bernie, host of the Modern Marketong Engine podcast, highlights all aspects of marketing, social media and more in this can’t miss podcast! The host and expert guests offer insightful advice and information that is helpful to anyone that listens!

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