300 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 • 47 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

    How Showing that you Care Can Start Sales Conversations

    How Showing that you Care Can Start Sales Conversations

    The year 2020 has brought a lot of pain and confusion due to the pandemic, but also many opportunities for companies to show compassion and generosity. And that willingness to help others can sometimes reap rewards in the marketplace.
    That’s exactly the story my guest in this episode of the Modern Marketing Engine, Adriel Sanchez, CMO at Newsela shares.
    Newsela provides instructional content to K-12 schools in the United States, serving 35 million children. 
    What do they do exactly? They take content from reliable sources around the web and incorporate changes to make it ready for the classroom.
    First, they rewrite every piece of content at 5 different reading levels, so in a single class every student can access the content at their own reading level. Then, they surround content with instructional support for teachers, so it would be easy for them to embed the content into their lessons. And finally, Newsela attaches the content to individual grade standards by state (over 130K in the US), through machine learning, algorithms and human intervention.
    Newsela is both business-driven (they are a for-profit company) and mission-driven (making education better for as many teachers and students as possible).
    This podcast is brought to you by Postal.io. A Sales and marketing engagement platform that generates leads increases sales and improves customer retention. Request a demo to learn how to integrate direct mail and gift into your existing strategy by visiting Postal.io.
    Doing What is Right for Your Customer Newsela went from one to four products in January, 2020, with great plans of expansion. Then the pandemic hit in mid-March and education was one of the hardest-hit sectors. Most schools around the US closed.
    Many teachers and students were unprepared for the shift to remote learning, with some school districts panicking over what to do, as they lacked the resources to implement remote education.
    Although Newsela has four stakeholders (Education Administrators, Students and Teachers, Investors, and Newsela employees), they could not serve the immediate interests of all four at the same time during the COVID lockdowns. 
    Adriel says they decided to do the right thing for the schools above the business needs. So they provided their entire product portfolio for free to students and teachers. No conditions, no questions asked. All schools had to do was ask for it.
    How did they implement the plan? They came up with three phases to their response to the crisis.
    Provide the product for free and get the word out. This phase included a message from the CEO and social media outreach. Word got out quickly and in the first 7 days 15,000 schools signed up. At the end of the program, two thirds of US schools (about 90,000) had signed up for some component of Newsela.
    Make sure the product was adopted. Adriel says that it wasn’t enough to give away the product. They needed to make sure people were using the platform and getting value. 
    During March and April of 2020, virtual classes were new to teachers. So Newsela deployed training 7 days a week and had 1 to 1 coaching for teachers and administrators. A lot of people were exposed to Newsela’s team and people really appreciated the support they provided.
    If they provided that kind of support for non paying customers, how would it be if they paid? This focus on customer service paved the way for future sales conversations.
    Start sales conversations. By June 2020, Newsela was preparing to turn some of those free users into paid subscribers.
    The fact that they had given the product for free, no matter if the schools were open or closed, gave them trust and credibility with their customer base. People really felt supported.
    “Timing was very important,” Adriel says. “Start too early and you could be perceived as exploitive. Start too late and you could miss

    • 34 min
    The Sales Messaging Playbook that Converts Prospects to Conversations

    The Sales Messaging Playbook that Converts Prospects to Conversations

    Sales messaging is a vital part of a sales reps’ daily work. It’s how they engage with prospects and it can make a big difference in their results. While the perfect sales message will connect and engage the buyer (eventually leading to a sale), a weak sales message will just be ignored, or worse, will damage the reputation of your company.
    In this article and episode of the Modern Marketing Engine podcast, my guest, Mario Martinez Jr., CEO and Founder at Vengreso, discusses what marketing and sales leaders need to know about sales messaging and some actionable tips you can start implementing today. Plus, he announced a new tool Vengreso created to help your sales team deploy a consistent message throughout your sales organization.
    Now, it is self-evident that sales messaging is crucial for sellers, but why is sales messaging important for marketers?
    Mario says that marketers should be supporting the sales team with all of the right messaging, from the Go-To-Market messaging to the messaging to engage with buyers, including messages for social media and sales enablement content such as playbooks, sales cadences, case studies, ebooks, blogs and the like.
    At the end of the day, there is just one type of messaging: messaging designed to attract your buyer, not sales or marketing messaging.
    Today, the modern marketer is more integrated in the sales ecosystem than EVER before, so it’s imperative that marketers have a defined sales messaging strategy.
    Things Every Sales Messaging Strategy Needs Automation in sales and B2B marketing has made life easier for our teams in many regards. But it also has reduced a lot of the personal touch we used to have in sales messaging.
    That’s why at Vengreso, we teach our sellers to leverage personalization and hyper personalization in all their sales messages. In fact, we created a sales methodology with the foundation of hyper-personalization. It’s called the PVC method, which stands for Personalization, Value, and Call to Action.
    The PVC Sales Methodology focuses on prospecting, from the “pre-hello” to the “hello.” The purpose of this methodology is to help salespeople who are having a hard time connecting with potential customers, create more conversations with their targeted buyers. 
    And the best thing is that the PVC sales methodology can be used in inbound or outbound sales, when writing an email, a text message, a LinkedIn message, or making a phone call or video conference via Zoom. No matter the medium, every effective sales messaging strategy needs to be personalized, valuable and contain the appropriate call to action for the situation.
    “Sales messaging should be structured around PVC to attract our buyers, not detract or distract them,” Mario says. “Never before has the buyer been so digitally connected, socially engaged, mobile-attached, and video hungry. And salespeople must be as well, becoming video producers to create engaging video messages.”
    Mario says that in the new normal, sellers will be remote 60% of the time. In fact, according to
    Gartner’s Future of Sales research, by 2025 80% of B2B sales interactions between suppliers and buyers will occur in digital channels. Why? Because 33% of all buyers desire a seller-free sales experience (44% for millennials).
    There is no going back to a sales rep that is 100% of the time in the field. That’s why we must teach sellers social selling skills, including how to personalize their messaging, bring value and add the right CTAs to their sales messages.
    At Vengreso, we offer virtual sales training programs in modern selling skills, such as Selling with Video, Selling with LinkedIn and more.
    Now, let’s look at the PVC components in more detail.
    Components that Every Sales Messaging Framework Should Have Let’s talk about each of the components of your sales messaging framework:
    P – P

    • 34 min
    3 Pillars of Digital Marketing Transformation for Sustained Resilience and Growth

    3 Pillars of Digital Marketing Transformation for Sustained Resilience and Growth

    In recent history, there have been three important events that have led marketing teams to shift their focus and embrace digital marketing transformation. 

    • 37 min
    How This Omnichannel Marketing Strategy Enabled Success in 2020

    How This Omnichannel Marketing Strategy Enabled Success in 2020

    What is the most effective way to attract and retain customers if you sell to consumers through distributors? According to Paul Ackah-Sanzah, it’s an Omnichannel marketing strategy.

    Paul is VP of Marketing at Phantom Screens and a 20-year marketing veteran.

    In this episode of The Modern Marketing Engine podcast, I dive into what a B2B to C organization does when their target market is both distributors and consumers and how this affects the customer experience.

    • 36 min
    How to Use a Marketing and Sales Funnel for Better Prospecting

    How to Use a Marketing and Sales Funnel for Better Prospecting

    A unified marketing and sales funnel is the solution to better prospecting in any organization.
    In this episode of the Modern Marketing Engine podcast, my guest, A. Lee Judge, Global Digital Marketing Director at Hexagon GeoSystems, discusses his approach to digital marketing and how it is contributing to sales prospecting with a focus on quantifiable attribution. 
    B2B Marketing leaders are being held to a higher standard in 2020. CEOs and CROs want to see marketing drive activities that demonstrably help salespeople be more productive. Sales prospecting is one of the most undesirable activities in sales. Marketers are asked to deliver marketing programs that enable sales prospecting to be more productive. 
    Listen to this episode to learn more about how marketing can help sales to prospect better.
    This podcast is brought to you by Postal.io. A Sales and marketing engagement platform that generates leads increases sales and improves customer retention. Request a demo to learn how to integrate direct mail and gift into your existing strategy by visiting Postal.io.
    How the Full Marketing and Sales Funnel Works Marketing must identify the buyer persona using feedback from the sales team.
    There must be a two-way communication between sales and marketing to clearly understand the changing needs of the customer.
    Data shows that prospects will self educate and conduct research before engaging with a sales rep, so marketing must get ahead of the competition and educate their prospects first. How? By understanding the prospect’s questions and pain points, which sales knows really well.
    Sales organizations should never hold back information from the marketing team, otherwise the competition may end up educating their prospective customers.
    Lee says that organizations must understand that it’s the customer’s journey not the sales journey. And it's not a linear journey that they can control. That means neither sales nor marketing own that journey. There shouldn’t be a wall between sales and marketing when optimizing for the prospect’s journey.
    Prospects will interact with sales and marketing on and off during their journey, talking to a sales rep, while reading the blog or social media posts, then going back to the sales rep and so on.
    According to Lee, there is just one funnel, the Sales and Marketing Funnel. In traditional sales funnels, marketing doesn’t know what is going on with the SQLs they handed over to the sales team, so if there is a roadblock or lack of information, then marketing can’t help.
    But when there is only one funnel, sales and marketing are in constant communication, collaborating to move leads through the funnel. Marketing can provide the content sales needs to help the prospect understand the solution and move through the funnel on their way to making a buying decision.
    In his role as Global Digital Marketing Manager at Hexagon GeoSystems, Lee supports hundreds of marketers in this process, helping them use technology and understand the business, so they can have a clear view of sales and marketing activities and create content that is enabled for sales.
    The Modern Marketer is Data Savvy Today’s modern marketer is not just a creative person who creates great content, but also a very data-savvy marketer.
    The modern marketer must understand data because data is what holds marketing and sales together.
    Data will help marketers understand where people came from, how they responded, as well as to segment people by campaigns. That data must be shared with sales so they know what the prospect’s needs are.
    Marketing should be able to show Sales a picture of the customer’s journey. For example, how many times the prospects visited the website and which pages, how many emails they received and opened, which webinars they attended and so on.
    The prospect’s digital journey provides ve

    • 34 min
    Creating Sales Engagement Through Corporate Gifting

    Creating Sales Engagement Through Corporate Gifting

    In 2020 with in-person conferences being redirected to online events, marketers are looking for alternative ways to continue to grow their demand generation efforts and ensure that they can drive quality leads into the sales funnel. One of those ways is gift marketing.
    Marketing teams are allocating budgets and efforts toward gifting, as opposed to sponsoring virtual events, as some marketers are not seeing the ROI from a $10k+ sponsorship.
    How can you use gift marketing in your company and what are some great use cases? That is the topic of this episode of the Modern Marketing Engine podcast with my guest, Nick Grant, Head of Marketing at Postal.io.
    Postal.io is an integrated direct mail platform for sales and marketing teams that leverages machine learning to automate and optimize the creation, delivery, and reporting of personalized physical assets (a.k.a. gifts) in the sales process. The Postal.io platform integrates into HubSpot, Salesloft and Salesforce. 
    Postal.io activities can be tracked in CRM, such as if the gift was received or denied, and reports on different metrics so marketers can know what works and doesn’t. It can also trigger other events to happen, like an email or call right after the gift was received.
    Listen to this episode to learn more about modern gift marketing.
    How Companies are Using Gift Marketing Almost every industry can use gifting to help with their marketing. One common way is to share knowledge by sending books.
    The book helps build rapport with customers and it can be about something that supports content your business writes about or contain content that your prospect will find relevant for their specific business.
    For example, Postal.io often uses Giftology: The Art & Science of Using Gifts to Cut Through the Noise, Increase Referrals, and Strengthen Retention, to educate their clients on how they can effectively use gifting in their marketing and sales process.
    Although some brands have their own books, most don’t. However, they can use books from recognized thought leaders in their industry. For example, agencies use books like This is Marketing by Seth Godin or Sales Engagement from the team at Outreach. These books not only educate their prospects, but also help position themselves as an expert in their space by providing these hand-picked resources.
    Most books cost around $20 and are a very cost-effective way to experiment with driving more engagement at the top of the funnel.
    Personalization in Gift Marketing Although it is difficult to automate and scale personalized gifts, Nick says that he has seen it often in the SaaS space.
    There is a lot of competition in the SaaS industry, so companies try to get in front of key prospects and get them into their sales funnel through personalized gifts.
    “This is where swag can come into play,” Nick says, “as you can do a bit of research on a prospect and often find out some info about things they’re passionate about, like where they went to college or a sports team that they support. Just find what they post about on Instagram and perhaps send them a Yeti Mug with their college logo on it, or a hat from their favorite sports team.”
    Another common example is companies sending gifts that relate to their client’s pets, like a box of cat toys. Such gifts help companies stand out amongst the competition.
    An added benefit is that people get excited when they receive the gifts and usually post their pictures with the gifts on social media, raving about the company.
    Nick talked about some interesting use cases for gift marketing in particular industries.
    Finance and Real Estate Nick says that clients in these industries are often introducing new services and they need a way to market them to their existing clients, so they can try to get them interested in learning more about their new offerings. 
    “This is where

    • 27 min

Customer Reviews

4.9 out of 5
47 Ratings

47 Ratings

Shardul Gaikwad ,

Very informative podcast

I highly recommend this to anyone who works in marketing or works with marketing!

Colobri223 ,

Awesome

These are such insightful interviews that give very useful information. What an awesome podcast!

Fgofdihsvi ,

Insight to the marketing mindset

I love this podcast because, although I don’t work in marketing, I work WITH marketers every day. Bernie has great guests and their conversations help me to understand my clients better and what’s important to them. Highly recommend.

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