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.

    • Management
    • 4.9 • 118 Ratings

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.

    AMP 213: The Best Ways for Brands to Be Genuinely Helpful Without Being Sales-y With Richard Lau From Logo.com and Water School

    AMP 213: The Best Ways for Brands to Be Genuinely Helpful Without Being Sales-y With Richard Lau From Logo.com and Water School

    What are the best ways for brands to make a difference during times of crisis? Connect customers with solutions to their problems.  
    Today’s guest is Richard Lau, founder of Logo and executive director at Water School. Richard discusses how to build a business and brand. Find the right balance between being genuinely helpful and useful while driving sales and revenue.
     
    Some of the highlights of the show include:
    Donations: Time, money, and network covers clean water project costs NamesCon: Purpose of conference and partnerships to raise awareness Sun, not Son: Women and girls are burdened with getting clean water Colon Cancer Crisis: How it changed Richard’s perspective on life and business Doctor’s Orders: Required workaholic to rollback on number of hours worked Life Goals and Lifestyle: Borrowed or gifted time where life is about relationships Compliment: Create a culture where everyone feels like more than a paycheck COVID: Companies can better serve customers, employees, and communities How to help other people? Prayer and passion; publicity is not the goal Change Management: Invite and support others to do something—small or big Pay It Forward: How are you, each and every day, a hero in your own life?  
    Links:
    Richard Lau on LinkedIn Logo Water School NamesCon Ben Sailer on LinkedIn CoSchedule  
    Quotes by Richard Lau:
    “We use the sun as the main focus. The sun is what disinfects the water, rather than using chlorine or wood.”
    “Life is about relationships. It’s not about money.”
    “Life is too short to work for a bad boss.”
    “There’s no better remedy for self-motivation than for helping someone in need.”

    • 42 min
    AMP 212: Empathy Is More than Emotion: How to Infuse The Basics of Human Relatability Into Your Content Strategy With Megan Thudium From MTC - The Content Agency

    AMP 212: Empathy Is More than Emotion: How to Infuse The Basics of Human Relatability Into Your Content Strategy With Megan Thudium From MTC - The Content Agency

    The belief that being empathetic means being emotional is not actually very empathetic. Marketers often misunderstand customers when crafting messaging and marketing content. How can marketers be genuinely empathetic?  
    Today’s guest is Megan Thudium from MTC - The Content Agency. Megan discusses how to adjust, adapt, and authentically understand the needs of customers from different cultures and countries.
     
    Some of the highlights of the show include:
    MTC: Berlin-based B2B organic content marketing agency w/empathetic mindset COVID and Cultural Barriers: Stay connected and relevant during tough times Empathy Marketing: Long-term gain emphasized now when emotions are high Empathy: Them to you, not you to them process for messaging and marketing Worst-case Scenario: Miss the marketing message? Lose customers Bottom Line for Business: Make messaging more empathetic for direct impact Marketing Evolution: People want authentic, engaging, empathetic conversations Consequences: Failing to do right messaging or following cookie-cutter structure Practical Takeaways: Connect with and talk to customers/teams to get feedback Back to Basics: Marketing should be empathetic; put buyer personas into action  
    Links:
    Megan Thudium on LinkedIn MTC - The Content Agency Patagonia Slack Ben Sailer on LinkedIn CoSchedule  
    Quotes by Megan Thudium:
    “Empathy marketing is a long-term gain.”
    “Empathy is understanding your audience at a level that has a deeper understanding of what they need.”
    “You’re going to isolate your audience. They’re going to step away from you. They’re going to disconnect, which is the worst thing that we want in marketing because then we lose customers.”
    “Depending on your specific audience, there might be specific needs.”

    • 22 min
    AMP 211: Using Data to Better Understand Consumer Behavior And Turn Insight Into Action With Jonathan Silver

    AMP 211: Using Data to Better Understand Consumer Behavior And Turn Insight Into Action With Jonathan Silver

    Consumer behavior is always changing. Even with COVID-19 affecting people’s lives and how businesses operate, it will never be the same. How can businesses better serve customers by staying ahead of changes and trends? Data. 
    Today’s guest is Jonathan Silver from Affinity Solutions, a data intelligence platform with access to consumer data. Jonathan talks about how businesses need to collect data, know how to interpret that data, and turn it into action to succeed.
     
    Some of the highlights of the show include:
    Affinity Solutions: Access to unique data around people’s purchasing habits Permission and Participation: Banks provide businesses with consumer data Business Benefits: Use data to build relationships and grow, retain market share Consumer Benefits: Use data to improve people’s lives to get what they want Shifts: COVID changes behavior with price sensitivity, personalized experiences Trends: Parallel reality where physical environments change with technologies Predictions: Colder weather will spike COVID cases, continue habit to buy online Data Types: Understand and adapt to consumer behavior with purchasing info Regulatory and Privacy Trends: Personal data cloud and operating system Survive and Thrive: Expand to include external data to redefine competition Insight into Action: Distinguishes successful businesses and drives returns Data Platform: Artificial intelligence/machine learning make directed decisions Downward to Upward: Use data-driven tools, dashboards during difficult times  
    Links:
    Jonathan Silver on LinkedIn Affinity Solutions Consumer Electronics Show (CES) Ben Sailer on LinkedIn CoSchedule  
    Quotes by Jonathan Silver:
    “We have a ton of unique data around people’s purchasing habits.”
    “Businesses build deeper relationships with consumers, with their customers and  prospects, so that they can grow and retain their market share.”
    “(Parallel reality and personalized experiences) where physical environments are changing with these different technologies is going to become a norm.”
    “The best predictor of future purchase behavior is what you’ve done in the past.”

    • 34 min
    AMP 210: Optimizing Marketing Under Extreme Conditions By Bringing Digital and Direct Mail Together With Nick Runyon From PFL

    AMP 210: Optimizing Marketing Under Extreme Conditions By Bringing Digital and Direct Mail Together With Nick Runyon From PFL

    Two things are true about marketing—saturation across digital channels makes it difficult to be different and using direct mail is a unique option to reach customers at home where they are spending most of their time these days. 
    Today’s guest is Nick Runyon from PFL. The software company makes tools that help marketers bridge the gap between digital and direct mail marketing using Tactile Marketing Automation (TMA). Go beyond the send!
     
    Some of the highlights of the show include:
    PFL: Orchestrates digital difference between TMA and direct mail marketing Pandemic vs. Marketing Plans: Collectively, society remains pessimistic, fearful Consumption and Conversion: Cut through digital clutter for direct mail comfort CRM Mishaps: Direct mail data mashed together from multiple people, places TMA: Enables direct mail to be triggered to send based on digital intent signals Getting Started: What’s the overall experience that you want to deliver? What business objectives do you want to move with that experience? Sales Process Sequence: Experience value proposition via opt-in engagement Bottom Line: Direct mail is popular right now but more expensive without TMA Advanced Tactics: Accelerate value with TMA software through PFL  
    Links:
    Nick Runyon on LinkedIn PFL AMP 205: Cutting Through the Noise By Integrating Direct Mail With Digital Marketing With Ryan Cote From Ballantine The Lean Startup by Eric Ries Ben Sailer on LinkedIn CoSchedule  
    Quotes by Nick Runyon:
    “When I think about direct mail and I think about Tactile Marketing Automation, the difference between those two is that we’ve taken direct mail into really the digital environment.”
    “Tactile Marketing Automation is really the orchestration of an overall multichannel customer journey.”
    “One of the challenges that marketers are facing now with this increase in digital consumption is really cutting through the clutter and making an impact and gaining a moment of attention from our customers and our prospects.”
    “Reasons why direct mail is overall resurging: It’s comfortable, it’s familiar, it also monopolizes my attention whenever direct mail is in my hand.”

    • 32 min
    AMP 209: How to Level Up Your Analytics Game (Before the Market Leaves You Behind) With Michael Loban From Infotrust

    AMP 209: How to Level Up Your Analytics Game (Before the Market Leaves You Behind) With Michael Loban From Infotrust

    Marketers have access to more data than ever before that enables them to offer better customer experiences—if they make use of that data. Don’t struggle to find and apply the right information. 
    Today’s guest is Michael Loban, Chief Growth Officer at InfoTrust. Also, Michael is the co-author of Crawl, Walk, Run, a new book on advancing marketing analytics maturity.  He describes how to level up your analytics progress with consistent practice.
     
    Some of the highlights of the show include:
    Crawl, Walk, Run: How organizations progress through digital analytics maturity Target Audience: Every marketer with every level of analytics experience Three Industries: Direct-to-consumer, consumer packaged goods, news/media Marketers, Pay Attention: Change is inevitable, but progress is optional Missing Skills: Being data driven makes some marketers fail to be successful Google Marketing Platform: Helps marketing teams keep pace with changes Google Optimize: Test hypothesis by reviewing analytics to improve experience Data-driven Daily Practices: Marketers need to change or adapt to be effective Metrics: Maximize data to generate greatest ROI/revenue for business  
    Links:
    InfoTrust Crawl, Walk, Run by Michael Loban Michael Loban on LinkedIn Google Marketing Platform Ben Sailer on LinkedIn CoSchedule  
    Quotes by Michael Loban:
    “The idea of Crawl, Walk, Run is to demonstrate how organizations tend to progress through certain subject matter.”
    “Just like with data, if you know what you are looking for, you will find some help in this book.”
    “Change is inevitable, but progress is optional.”

    • 24 min
    AMP 208: How to Win With Personalization (When 73% of Consumers Expect Customized Customer Experiences) With Amey Shivapurkar From Avionos

    AMP 208: How to Win With Personalization (When 73% of Consumers Expect Customized Customer Experiences) With Amey Shivapurkar From Avionos

    Research shows that 73% of consumers expect brands to personalize and tailor online experiences to meet their needs. It feels weird when websites don’t give people what they want and expect. Personalization matters for your business, even in difficult times.
    Today’s guest is Amey Shivapurkar, an experienced optimization SME at Avionos. Amey helps clients create data-driven experiences that deliver business outcomes. He talks about how personalization isn’t always easy, but worth considering for marketers to maximize CRO, create meaningful results, and drive user experiences.
     
    Some of the highlights of the show include:
    Personalization: Relevant products, services, content based on previous visits Key Investment Benefits: Improves customer loyalty, engagement, vanity metrics Steps to Start: Crawl, walk, and run to get to end product Define measurement framework that tracks customer’s journey Identify best opportunities/skills for personalization to improve bottom line Experiment and iterate personalization to build and grow business Best Practices: Excel personalization by solidifying available data to automate Complex Learning Curve: How can personalization increase conversion rates? Personalization Pitfalls: Know purpose/intention and provide time to run results  
    Links:
    Amey Shivapurkar on LinkedIn Avionos Ben Sailer on LinkedIn CoSchedule  
    Quotes by Amey Shivapurkar:
    “Customers are really looking for brands to give an experience based off of previous interactions that they’ve done.”
    “It’s really about providing the most relevant content at the right time.”
    “Bad experiences will lead to bad personalization.”
    “Personalization is one of those things where a lot of people...they think it’s a nice-to-have. Personally, I think it’s kind of a must.”

    • 25 min

Customer Reviews

4.9 out of 5
118 Ratings

118 Ratings

kateah1 ,

Bingeing Since Discovery

I’ve seen CoSchedule as an authoritative resource on all things marketing for awhile now, so I was ecstatic to discover they had a podcast that isn’t just a bunch of fluff. They continue to deliver on their actionable marketing promise, and I’ve already been able to implement some of their tips in my marketing role. I listen to multiple episodes a day and don’t plan on stopping until I’m caught up!

Atb614 ,

The Best Digital Marketing Podcast I Have Found

So far, after trying a wide variety of digital marketing podcasts, this is the most insightful podcast I have found. It is concise, consumable and filled with actionable advice. Well done!

Rody554 ,

One of the Best Online Marketing Resources

This podcast is a great resource for anyone who does any sort of digital marketing. Good host, good diversity in guests, and some great questions that help stimulate the flow of ideas for my own ventures.

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