86 episodes

I’m Chris Mechanic, a growth marketer and co-founder at WebMechanix, one of the fastest-growing digital consultancies.



One day, I thought, we got to make a marketing podcast. But not any podcast. The podcast has to be short, value-packed, focused on acquisition, and have the best of the best minds.



So, if you’re in charge of performance marketing, you’ll love these crunchy bite-sized micro interviews. We bring on some of the best ideas from growth leaders from brands like Amazon, Poshmark, Motley Fool, ADA, and Gong.

Performance Marketing Insiders Chris Mechanic

    • Business
    • 5.0 • 9 Ratings

I’m Chris Mechanic, a growth marketer and co-founder at WebMechanix, one of the fastest-growing digital consultancies.



One day, I thought, we got to make a marketing podcast. But not any podcast. The podcast has to be short, value-packed, focused on acquisition, and have the best of the best minds.



So, if you’re in charge of performance marketing, you’ll love these crunchy bite-sized micro interviews. We bring on some of the best ideas from growth leaders from brands like Amazon, Poshmark, Motley Fool, ADA, and Gong.

    Direct response drives results

    Direct response drives results

    Marketers need to tie their efforts to revenue. This episode features an outstanding revenue-driven marketer with almost a decade of experience in the industry.







    He is a renowned strategic leader and thinker with extensive expertise in lead generation and direct response marketing.







    Today’s guest is Patrick Manser, the VP of Marketing at GoHealth. Patrick discusses how to lead a team of marketers in implementing a direct response funnel, why your team needs to be immersed in direct response, and how to find the leaks in your customer journey.



















    Takeaways:









    * Marketers can turbocharge their consumer acquisition engine by creating a direct response marketing engine. It’s all about tying your marketing activities to revenue.







    * Direct response allows you to share the results of a campaign in concise and precise ways that people outside of marketing can understand. This way, you can share what exactly you do with your marketing budget and what revenue point is attached to it.







    * Because direct response marketing is all-encompassing, to find success using it, your team needs to immerse themselves in every aspect of it. This needs to be top of mind while creating ads and writing copy and it requires careful tracking of the funnel.







    * It’s vital that your team is focused on the same metrics and that they understand how to improve those KPIs from multiple angles. This starts with having a clean funnel to provide good data to base decisions on and help you avoid long-term issues.







    * To set up direct response, understand and document the funnel. Use sample customers to find leaks in the customer journey. Solve one funnel issue at a time. Dedicate parts of your team to fix the top, middle, and bottom. Start a rapid test and learn process.







    * It’s important to include the entire team in the performance analysis. Every member needs to know where changes need to be made and why they need to make those changes based on the analysis of the team’s results.







    * Although they can be hard to find, marketing teams need someone with an analytical background that can apply that to marketing. These individuals can supercharge the learning process and keep creative employees focused on optimizing the process.









    Quote of the Show:









    * “If you don’t have a backlog of creative that you have ready to test, you’re probably not doing the job right” – Patrick Manser









    Links:









    * LinkedIn:https://www.linkedin.com/in/patmanser/







    * GoHealth Website:https://www.gohealth.com/







    * Open Positions with GoHealth:https://www.builtinchicago.org/company/gohealth









    Shout Outs:









    * Ogilvy on Advertisingby David Ogilvy







    * Neil Patel







    * Hacking Growthby Morgan Brown and Sean Ellis









    Ways to Tune In:









    * Amazon Music:https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic







    * Apple Podcast:a href="https://podcasts.apple.

    • 49 min
    Micro-Testing Your Marketing

    Micro-Testing Your Marketing

    Today’s guest is a strategic marketing thought leader and has held roles at Fortune 100 companies as well as start-ups delivering profitable growth.







    He speaks about insurance and digital fluently and has a deep understanding of MarTech. David Drotos is the Vice President & Head of Marketing at Equity Trust.







    David discusses where to start with your marketing strategy, how to reach conclusions using micro-testing, and why direct mail is such a tantalizing channel for marketers.



















    Takeaways:









    * Before deciding on the marketing tactics you’re going to use, you need to really understand who your customer is and what your USP (Unique Selling Proposition) is. You need to know what you’re looking for before setting out to find it.







    * Once you know your customer, start micro-testing your marketing. This means you need to iterate rapidly by making small changes which allows you to learn and fail fast. Don’t let great get in the way of good.







    * Focus on changing one variable within each iteration of micro-testing, such as ad creative, channel, audience, CTA, colors, etc. The more variables in a test, the harder it gets to find a statistically significant conclusion.







    * Where you start with your testing will depend on your situation but it should all be done in service of finding statistically significant results as fast as possible because you can then remove components that negatively impact your ROAS (Return On Ad Spend).







    * For companies that rely heavily on paid search advertising, most of the people coming into their funnel through that campaign already have high intent, and they already familiar with your company or service and the leads are more likely to become accounts.







    * Middle funnel advertising can include Facebook, Linkedin, and YouTube to an extent. An example of middle funnel advertising would be a CTA that drives traffic to a lead magnet that provides some value and can be accessed by entering a name and email.







    * Due to the limits of different platforms, it’s important to build audiences outside of walled gardens such as Facebook or TikTok. The insights these platforms can provide into building lookalike audiences to advertise to can be restricting for marketers.









    Quote of the Show:









    * “The folks who have less to spend have to be more creative and have to be really more judicious on how they spend their dollars and where they spend them at” – David Drotos









    Links:









    * LinkedIn:https://www.linkedin.com/in/daviddrotos/







    * Equity Trust website:https://www.trustetc.com/







    * Robbing Mary:https://www.robbingmary.com/about









    Shout Outs:









    * Don’t Make Me Thinkby Steve Krug







    * Blinkby Malcolm Gladwell







    * 11/22/63by Stephen King









    Ways to Tune In:









    * Amazon Music:https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic

    • 43 min
    Using Conversational AI In Your Funnel

    Using Conversational AI In Your Funnel

    Today’s guest is a serial entrepreneur with 3 successful exits, an Angel and Impact Investor, and a digital performance marketing pioneer. They are also the former Co-Founder, Chairman, and CEO of CARCHEX.







    Jason Goldsmith is the Chief Consultant & Strategist at Goldsmith Consulting and he has a wealth of marketing knowledge to share.







    Jason delves into how both B2B and B2C marketers can use conversational AI in their funnels, how to stay ahead of your competitors, and why you should be prioritizing customer experience.



















    Takeaways:









    * Marketers need to make sure their companies stay ahead of competitors by effectively communicating how their company is learning and using that insight to provide value to their customers. Marketers also need to be on the look out for unsaturated markets.







    * Always look for ways to innovate around the problems your face in your industry because ther will be others facing those same problems. For example, when mortgage brokers were relying on direct mail, digital marketing presented a great chance to grow.







    * Even in well-established verticals there are opportunities waiting to be taken advantage of by disruptors. The key to staying ahead of competitors and providing value to customers is to balance the quality of a deliverable at a quantity that can scale.







    * Marketers can use conversational AI tools to build a better mousetrap which can enable a smart funnel to engage leads. The most important part of the funnel to improve using conversational AI is the front-end customer experience.







    * Don’t think about using AI just a way to cut costs and trim your workforce. By intelligently deploying conversational AI tools throughout your funnel, you can deliver a better experience, drive better conversion rates, and produce more revenue.







    * By training your AI tool, you company will be able to deliver consistent experiences to every customer, which is something you just can’t realistically do with a human team.







    * Although conversational AI isn’t perfect yet, it’s worth starting to use it despite the issues. As early adopters of this technology, you can discover how to optimize its use and get well ahead of your competitors. You never want to have to catch up to your competitors.









    Quote of the Show:









    * “As a marketer, I think you have to think more like the business owner” – Jason Goldsmith









    Links:









    * LinkedIn: https://www.linkedin.com/in/jason-goldsmith-88aa7b28/ 







    * Twitter: https://twitter.com/carchexjason 







    * Company website: https://www.linkedin.com/company/goldsmith-consulting-services/ 









    Ways to Tune In:









    * Amazon Music:https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic







    * Apple Podcast:https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950

    • 47 min
    Top 5 mistakes B2B marketers need to stop making in 2023 – Drew Neisser

    Top 5 mistakes B2B marketers need to stop making in 2023 – Drew Neisser

    Today’s guest is a beloved and renowned B2B brand marketing thought leader with over 40 years of experience.







    Drew Neisser is the CEO at Renegade Marketing & CMO Huddles and the author ofRenegade Marketing: 12 Steps to Building Unbeatable B2B Brands.







    According to Drew, the top five mistakes that B2B marketers make are The Peanut Butter Effect, backward targets, rebranding without changing the product or service, spending too much on MarTech, and retreating in a time of crisis.



















    Takeaways:









    * Mistake number 1 B2B marketers make is called The Peanut Butter Effect which happens when they try to do too much in their messaging to different target personas. Simplify your brand to under 8 words and then find new ways to tell it.







    * Mistake number 2 for B2B Marketers is when the targets are backward. Most marketers think Prospects>Customers>Employees. Reverse that order to Employees>Customers>Prospects.







    * If your employees don’t buy your brand story, you’re toast, but if they do, they can be your greatest ambassadors. The same holds true for customers; when they actually buy your brand story they can be your best advocates.







    * Create your brand’s purpose-driven story statement in under eight words. Once you have this, come up with six ways to make it real to employees, six ways to make it real for customers, and six ways to make it real for prospects.







    * Mistake number 3 is when B2B marketers rebrand without changing the product or service offering. Don’t put a new coat of paint on an old barn. If you’re changing your promise to customers, make sure to improve your product or service.







    * Mistake number 4 is when marketers spend too much on MarTech. MarTech is only a set of tools, it is not a substitute for marketing. In many companies, there is too much tech, not enough staff, and not enough marketing.







    * Mistake number 5 is when CMOs retreat during a time of crisis, whether it be a global health catastrophe or economic meltdown. Tough times give marketers a chance to prove that they are essential to the company.







    * You’re marketing should reflect your brand’s personality which you should develop through consistent tonality and style in your messaging. B2B doesn’t have to mean “Boring to Boring”. It’s OK to lighten up and have some fun with your marketing.









    Quote of the show:







    “Great marketing is not about fluff, it is about service and selling through service.” – Drew Neisser







    Links:









    * LinkedIn:https://www.linkedin.com/in/drewneisser/







    * Renegade Website:https://renegade.com/







    * CMO Huddles Website:https://cmohuddles.com/







    * Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands:https://www.amazon.com/gp/product/173721251X?pf_rd_r=99HBH4FFGR8QZDN5QXF8&pf_rd_p=8fe9b1d0-f378-4356-8bb8-cada7525eadd&pd_rd_r=36f04762-ae05-4438-9298-40ad05165a32&pd_rd_w=GJHxG&pd_rd_wg=OzjRl&ref_=pd_gw_unk







    * CMO Huddle’s101 B2B Marketing Influencers:https://cmohuddles.com/top-101-B2B-marketers

    • 29 min
    Don’t be afraid to test channels – Andrew Kling

    Don’t be afraid to test channels – Andrew Kling

    Today’s guest is an energetic and passionate marketer and leader — with decades of experience on the cutting edge of marketing.







    Andrew Kling is the Senior Vice President of Marketing and Sales at Cognition Financial. Andrew explains the keys to optimizing your funnel, why you need an open mind when exploring channels, and how to collect more accurate data to base your decisions.



















    Takeaways:









    * While it’s easy to get focused on front-end metrics like CPL (Cost Per Lead), it’s crucial to look at your entire funnel from a data perspective to test, learn, and optimize so you can reach your long-term goal.







    * Because of data privacy concerns, there is a shift in marketing from generating leads to building relationships. Those relationships are built on keeping people engaged and nudging them through your funnel.







    * Don’t fall into the trap of testing a channel once and moving on from it. Most channels deserve more exploration, even if they might have higher a CPL.







    * Marketers need a source of truth that they can constantly refer to. This means having useful, accurate data to look at on a consistent basis to understand what numbers are coming in and what they mean.







    * Set up UTM parameters in your CRM for each channel and make sure each piece of creative is individually tagged. This makes it easier to measure, understand, and communicate valuable information from the data you receive.







    * Set aside 10-20% of your marketing budget for testing different channels. If your first attempt doesn’t succeed, consider other approaches to find success in that channel, especially if you know your target audience is there.







    * If you are using mass marketing channels such as TV or radio, look at your indirect data, such as site traffic or lead forms, for signs of the campaign’s impact. This can inform your decision on whether or not that channel should remain in your media mix.









    Quote of the show:







    “I like to think of it as not necessarily channel exploration, but budget exploration” – Andrew Kling







    Links:









    * LinkedIn:https://www.linkedin.com/in/andrewkling/







    * Twitter:https://twitter.com/andrewkling







    * Cognition Financial website:https://cognitionfinancial.com/







    * Union Federal website: ​​https://unionfederalstudentloans.com/







    * Custom Choice Student Loans website:https://www.customchoice.com/









    Shout Outs:









    * Fumbling The Futureby Douglas K Smith and Robert C. Alexander







    * Dealers of Lightningby Michael Hiltzik









    Ways to Tune In:









    * Amazon Music:https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic







    * Apple Podcast:https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950







    * Spotify:a href="https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?

    • 44 min
    The top 10 secrets for marketing success – Udi Ledergor

    The top 10 secrets for marketing success – Udi Ledergor

    Today’s episode is special because we’re highlighting an amazing guest who shared some amazing knowledge on the show way back in 2021.







    This special guest is a longtime marketing leader and innovator that has been instrumental in his current company reaching its multi-billion dollar valuation.







    Udi Ledergor is a B2B marketing thought leader, the CMO of Gong, and the author ofThe 50 Secrets of Trade Show Success. Among Udi’s top secrets are why strategy must come before tactics, how to forge great relationships between sales and marketing, and why making your marketing human is so critical.



















    Takeaways:









    * Strategy before tactics. Figure out your strategy before you send out your first email or do your first social post because, in marketing, it’s very easy to get busy with activities and campaigns that are usually a huge waste of your time.







    * Don’t Produce anything that you wouldn’t want to consume. Think if you would want to get that next email, if not start over. Create something that you would be excited to consume.







    * Don’t wait for inbound to come in, start outbound on your first day on the job. Create the script and monitor your SDRs’ calls, either manually or with technology. Start building inbound, but don’t expect it to bear fruits for close to a year.







    * Never compromise on the people you hire. Every person you add can either give you ten times more energy or drain ten times more of your energy.







    * Don’t obsess about measurement. Do what seems right for the brand, if it works, you’ll see it show up on your dashboard.







    * Marketers need to create strong relationships with their sales counterparts. Try to meet up at least once a week to collaborate on challenges, what is and isn’t working, and new needs.







    * The first step in establishing your marketing strategy is to determine the end goal. What does success look like? For example, Gong set out to have double the social media mentions of all of its competitors combined.







    * It’s easier to build an award-winning marketing strategy around a product that has an amazing product-market fit than if customers don’t use or like the product. When job-hunting, look for companies that already have a great product-market fit.







    * Make your marketing human. Being an authority in your industry does not mean your marketing needs to be stuffy and boring. Humanize everything from the experience at your events to the tone of voice and imagery on your website and content, etc.







    * Carve out 10%-20% of your marketing budget to use on ideas that you have a gut feeling about, but might not have an immediately measurable impact. For example, Gong’s Super Bowl ad not only drove business but also influenced job applicants.









    Quote of the show:







    “If you’re a marketer somewhere out there that is not closely connected with your CRO, or, as I like to say, if you don’t know how they take their coffee, you’re doing it wrong” – Udi Ledergor







    Links:









    * Twitter:https://twitter.com/ledergor







    * LinkedIn:https://www.linkedin.com/in/udiledergor/







    * Gong website:https://www.gong.io/







    * Gong Blog:https://www.gong.io/blog/







    * Personal website:https://www.udiledergor.

    • 20 min

Customer Reviews

5.0 out of 5
9 Ratings

9 Ratings

Nabber90 ,

Super informative. They cover it all!

This podcast is awesome! Not only do the cover really technical marketing stuff but security and even account management. Great job! Keep it up.

ej-white-12 ,

Knowledgeable and Actionable

WebMechanix is at the top of their game as it pertains to digital marketing. These chats provide actionable insights into the bleeding edge of the industry. Easy to understand and access for the beginner practitioner up the the C-Suite executive.

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