280 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.

    How To Plan Your International Business Expansion Strategy

    How To Plan Your International Business Expansion Strategy

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    When it comes to creating and successfully implementing an International business expansion strategy, there are numerous variables that must be addressed. Wouldn’t it be great to have a seasoned International expansion advisor on your team? On this episode, Bernie speaks with an executive who has overseen or been a part of International expansions for many companies. Most importantly, he’s done so successfully and can share lessons-learned that will be of great benefit to anyone seeking to expand to International markets.
    On this episode, Bernie speaks with John Pincott, GM of Conversica Europe. John has extensive experience with International expansion and is very passionate about the nuances of expanding a successful business into another region of the world. Listen to learn how to know if your company is ready to expand, what it takes to do so, and pitfalls to watch out for along the way.
    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 If You’re Looking To Expand Be Thoughtful, Not Opportunistic Many companies have a “go global” ambition. There is nothing wrong with that but you need to ensure that your organization as a whole is ready for expansion. John believes 4 things should be considered. 
    Is the organizational maturity level ready for expansion? John says you need to honestly assess whether your team is ready, if your company is in the right stage of business for expansion, and whether your product is truly ready for the “big time.” In his words, “If you haven't cracked the nut’ in your domestic market, the thought that you’re going to be successful in a foreign market is very slim.”
    Do you have the resources in place to expand? It’s alluring to think of International expansion but if your systems and other resources are not to the point that they are working well in your current market, you’ll be better off in the long run if you don’t export an offering that is less than ready. John says this applies to the areas of technology, human resources, and virtual resources.
    Is there a team commitment across the organization to expand? If expansion is a siloed exercise that doesn’t have a clear strategy across the organization, then what you’re considering is not going to work as well as it should. A company-wide focus will make success more likely. 
    Are you ready to adopt a startup mentality as you enter a foreign market? John points out that even though you might be entering a new market as a mature organization, you have to change the way you think as you move into a new market. In many ways, you are truly going back to the startup stage, almost as if you’re launching your company all over again.
    Be Sure You Do Your Homework Thinking of International business expansion can feel very “glamourous” but John points out that you can’t let the exciting things keep you from doing what he calls “the boring work.” What would this include? Be sure to ask questions like these...
    What do we do best? Is our product offering an established category in this region? Do we know the TAM (Total Addressable Market)? Do we understand the geography, verticals, and market segments? What are the routes/channels to market and their relative cost? Have we done a S.W.O.T. analysis - strengths, weaknesses, opportunities, threats. What do we understand about the culture in the new market? What do we know about the competitive landscape? Is the talent we need available in the region? What are the legal issues we need to be aware of? When Conversica expanded its AI Assistant technology solutions into Europe they discovered that there was not much competition on the ground in this

    • 34 min
    How Any Business Can Build Long Term Profits Through Raving Fans

    How Any Business Can Build Long Term Profits Through Raving Fans

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    Long term profits are like the constant heart-beat that keeps successful businesses running. Bernie’s guest on this episode has co-written an excellent new book that explains how neuroscience and the human connection can position your business for long term profitability through the creation of raving fans.
    David Meerman Scott is a well-known marketing expert, globe-trotting keynote speaker, and consultant whose body of work is undoubtedly familiar to Modern Marketing Engine podcast listeners. His seminal book, “The New Rules of Marketing and PR” is a standard among marketing professionals with more than 400,000 copies sold and available in 29 languages. Now, with the help of his millennial daughter, Reiko he’s penned his eleventh book, entitled “Fanocracy: Turning Fans Into Customers and Customers Into Fans.” Listen to learn how your brand can become the favorite among a dedicated group of raving fans and reap the reward of long term profits.
    Can Any Organization Or Business Create A Loyal Group Of Fans? David says the answer to the question is an emphatic “Yes!” Fandom, while seemingly mysterious, is actually a natural human reaction that occurs when people truly love something. What does that mean for business leaders and marketers?
    Business leaders are well served to embrace the research-based insights in David’s book Fanocracy to consider ways to develop customers into fans and fans into customers. Listen as David describes the research he and Reiko conducted over five years and what they discovered about how fandom occurs - and the practical lessons marketing and sales professionals can take from their findings.
    Believe It Or Not, Neuroscience Supports The Phenomenon Of Fandom Why do we tend to gather into groups of “fans” around such things as musical groups, comic book franchises, movies, athletes, celebrities and more? David says the answer is found in the way we are wired. Our brains are designed to move us toward environments where we will be safe - and belonging to a group where people share common values or interests is one of those environments. 
    While fans of a musical group who gather before a concert may not be creating an environment of safety, the brain doesn’t view it that way. It is drawn to the group - yes, based on musical preferences in this case - but for the purpose of giving us a place to belong under a common interest or passion. We become members of a “tribe,” and the brain likes that.
    Beyond the compulsion to belong, there is also the fascinating reality of a particular set of neurons in the brain referred to as “mirror neurons.” These neurons create sensations in our brains related to what others do, see, or experience. This enables us to participate vicariously in the experiences of others. It's difficult to explain but David gives a great example in this conversation. Put these mirror neurons together with the desire to belong to a tribe and you have the makings of true fandom.
    Applying The Principles Of Fanocracy In Your Business When it comes to business, these principles of Fanocracy can be immediately applied. Based on the research in his book, David suggests that you should conduct an audit of your websites and promotional materials and remove elements that don’t inspire fandom and replace them with things that do. Here are two of his suggestions:
    Remove all stock photos and replace them with photos of real people, cropped so that the viewer feels physically close to the person in the image. This appeals to the brain’s desire to feel “safe” because it's close to the person in the picture. Examine the language of your website and other materials, paying attention to techno-speech, flowery language, or industry jargon. Nobody is going to become a “fan” of what you provide unles

    • 33 min
    Why Customer Success Belongs in Marketing

    Why Customer Success Belongs in Marketing

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    If your Customer Success team isn’t contributing to your growth strategy, maybe this function is in the wrong department? Your customers not only need to be happy with what you sold them, they also need to have a great experience with your brand. Creating a team that is exclusively focused on providing that experience is one of the best ways to ensure customer happiness, loyalty and repeat purchases. But where does the Customer Success team fit inside the broader organization? That’s a question not always so easily answered.
    This episode of Modern Marketing Engine features Jeanne Hopkins, CMO at Lola.com - a business travel company that makes it easy to track expenses, save money, and create a more enjoyable experience for business travelers. Jeanne explains how and why she’s made Customer Success at Lola an integral part of the marketing team. She also unpacks why marketing is the natural fit for this vital customer-facing team.
    Most Companies Don’t Know Where To Put Customer Success Jeanne points out that CEOs and Boards often know that an effective Customer Success team is vital but that they don’t always know where it fits into the existing organizational structure. It sometimes winds up as a part of the product team, sometimes is attached to sales, and other times it is integrated into technical support. But are those teams the most relevant resources to work hand in hand with Customer Success?
    Jeanne says, “No.”
    In her mind, marketing is the natural fit for Customer Success. Why? Because marketing owns the website, runs webinars, has direct access to the CRM, and because everything they do touches what Customer Success is all about. None of the other organizations within a company have the power that marketing has to reach customers and solidify a communication calendar across the organization.
    First 90 Days Are Vital For Customer Success Are you familiar with the phrase “time-to-value?” Jeanne uses it a few times during this conversation to express how important it is for new customers to quickly benefit from the service her team provides. Her Customer Success team is focused on making the time-to-value as small as possible for their customers. The target time frame her team works toward is 90 days.
    Listen to hear how the Customer Success experts at Lola.com - known as Wombats - drive adoption of their app within the first 90 days and tangible customer success. Jeanne explains the results they achieve from hitting this goal, and how ongoing interaction and connection with customers even after the 90-day target is essential to renewals, product updates and features, and more business opportunity.
    Customer Success Must Tackle Friction Points Head-On As with any service or product, trouble spots can occur. Any point where customers typically experience frustration, setbacks, inconvenience, or other types of friction are vital to address. For the Lola.com team, many of those areas initially appear to be outside their control - confused hotel bookings, ever-changing airline schedules, and missing or incorrect rental car reservations are all examples within their industry.
    Jeanne and her success team have decided that it’s not acceptable to allow their customers to be at the mercy of the services they’ve booked through Lola. The Customer Success team digs deeply into their partnerships with service providers, working on the customer’s behalf to prevent issues from happening and to correct problems rapidly should they arise. This proactive approach has made the Lola Customer Success team a shining example of how to care for customers and drive ongoing revenue through renewals.
    Making It Profitable For Salespeople To Be In Alignment With Customer Success True customer success is more easily achieved when a customer success mindset is b

    • 32 min
    All Together Now: Brand and Demand Generation

    All Together Now: Brand and Demand Generation

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    In a global marketing campaign, is it possible to focus on Brand Messaging and Demand Generation at the same time? The team at Nutanix has pulled it off incredibly well in their 2018 “Freedom” campaign and now in their new 2019/2020 “All Together Now” campaign, which launche in October 2019. The Nutanix brand focuses on bringing siloed technologies such as computing, storage, virtualization, and networking into an integrated single software stack that can operate on just about any hardware. Their goal is to bring siloed technologies and siloed teams together.
    This episode features Julie O’Brien, Senior Vice President of Corporate Marketing for Nutanix. Bernie and Julie discuss the road from the Freedom Campaign into the All Together Now Campaign with an eye toward unpacking how the demand generation side of the equation is integrated into the campaign in a way that stays true to the brand’s promise in clear and concise ways. You’ll hear how the campaign was intentionally created to be outside the creative norm for their industry, about the marketing assets they are using to create the campaign's public messaging, and how they've trained their team around 3 specific sales plays which have set them up to reap the rewards of all their hard work. Listen now!
    “All Together Now” Is Outside The Creative Norm In Its Marketing Approach In conceiving the new campaign for 2019 and 2020 the Nutanix team desired to focus on the core of their brand promise - simplicity, choice, and delight - but to also tell the brand story in a differentiated and fun way that communicates their technology solutions. This meant they would focus their team on three key sales plays and roll them out to their sales organization in a way that stays consistent with their brand promise.
    The, “All Together Now” campaign is aimed at communicating the desire to break down silos so that teams within companies can truly work together. The Nutanix creative team decided to communicate that message using people to personify the tech and apps in the cloud that are part of their solution. This makes their messaging fun, human, and relatable. They also used eye-popping colors which are very different from typical enterprise marketing and advertising campaigns. To wrap it all up nicely, they created an “anthem” for the campaign from the old song by The Turtles, “Happy Together.”
    As you can tell, the All Together Now campaign was masterfully thought out and put into action methodically and carefully. Listen to hear more of the details from Julie and to consider how you can approach your next campaign with similar creativity.
    A Global Campaign Comprised Of Many Facets to Generate Sales Pipeline  Julie explains how this campaign has hefty sales pipeline goals and how her team is attributing contribution to pipeline. The campaign tells the story of the three-stage journey the Nutanix team sees their customers going on in their journey with Nutanix. First, they build a private cloud as the core foundation. Second, they run their own apps on that foundation. Third, they build an environment where the best of the technology from their private cloud is merged with the public technology cloud where and if it makes sense. To communicate that journey in an effective marketing campaign, the team used many assets and resources.
    Digital paid media Retargeting Takeovers in key publications/sites where their customers go Surgical out of home placements Opportunities where buyers are, but the company is not (like trade shows - Julie calls these “guerilla marketing takeovers”) ABM micro-targeting where their top 50 customers are located And broad demand generation such as webinars, direct mailers, and other “meeting makers” How To Be Brand-Centric And Demand Generation Centric At The Sa

    • 32 min
    How to Market An Unknown Premium Brand

    How to Market An Unknown Premium Brand

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    How does a company with a premium offering, but little or no brand recognition, market to a universe of buyers who assume that solution providers are all pretty much the same? It’s not easy or simple, but thankfully there are companies out there demonstrating there are ways to to build brand equity and gain the attention you need to set up their sales team for conversations with qualified prospects.
    This episode features, Dean Nicolls, Vice President of Marketing at Jumio. Jumio as a company has found itself in the position described here - in spite of having won numerous impressive awards in its market segment. Dean speaks with Bernie about the ways he’s leading the Jumio marketing team to use PR, analyst relations, and sales enablement to elevate the profile of what the company has to offer as a premium brand.
    Unknown Premium Brands Build Reputation Through Education At Vengreso, we often say that modern sellers need to sell in ways that modern buyers like to buy through providing valuable content that demonstrates expertise and ability. Dean agrees with that approach. He says that sales is not about selling, it’s about educating. 
    The Jumio team works overtime to educate their ideal buyers about the challenges of their current approach to identity verification. Any brand who requires a user to register or sign up online - banking, consumer goods, etc. - can recognize the limitations or problems of their current identity verification solutions. Consequently, they are more willing to engage in conversations about how to improve their approach to minimize abandonment and improve the user experience. Listen to learn how you can use an educational approach to build brand equity for your company.
    Jumio’s 30/70 Split Between Brand Awareness And Demand Generation Dean says that Jumio spends about 30% of its marketing efforts and budget on building brand awareness. The other 70% is used for demand generation activities. The branding side of the split is of particular interest for marketers who find themselves fighting an uphill battle to gain the recognition their solutions deserve. How does Jumio do it?
    The company works with many PR firms that use a variety of strategies to get the company into the spotlight. Among those strategies are the publication of byline articles, trend jacking, and traditional press coverage when the company has a new product or rolls out an update. But there’s also emphasis placed on entering the company and its products into recognized competitions within the industry. Winning provides a natural way to gain wide-scale attention that puts them on the radar of their ideal buyers.
    Utilize Stories And Practical Tools To Empower Your Sales Team Success stories have a way of demonstrating product fit that are much more effective than slide decks and presentations. That’s because stories connect to the human beings involved in the buying equation, enabling them to picture themselves in the story, experiencing the solutions described. Dean’s marketing team has developed assets that enable the Jumio sales team to tell effective stories about their product’s positive impact on real-life customers.
    During this conversation, Dean also tells a story of his own about a big win the Jumio team has experienced through the creation of an online calculator. One member of the Jumio Latin America sales team made use of it in ways the marketing team didn’t anticipate and was able to increase his personal sales numbers to the point that other sellers on the team began to take notice. As you hear what happened through the creation of this easy to use tool you’ll recognize there are likely similar tools or resources your marketing team could create. 
    Find Champions On Your Team Who Can Empower Everyone Else Premium brands that succeed in p

    • 29 min
    Should Marketers Use Gated Content? The Pros And Cons Of Both

    Should Marketers Use Gated Content? The Pros And Cons Of Both

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    Whether or not marketers should use the approach of gated content is a hotly-debated question. Should content be entirely free, or are there valid cases for gating content to ensure lead capture for your sales funnel? Bernie’s guest on this episode is James Kessinger, CMO of Hushly. James has spent his career in corporate marketing, product marketing, services marketing, field marketing, and partner marketing - leading both large marketing organizations and smaller teams.
    James has seen it all and in his role as CMO at Hushly, he is responsible for defining, building, and executing on all marketing, PR, go-to-market, and partnerships. On this episode, James shares his thoughts about whether or not there is a place for gated content in the modern marketing approach - and suggests there is a middle ground that marketers should be pursuing.
    What Are Good Reasons For Gating Content? When considering the choice to gate or ungate marketing content, it’s important to look at the pros and cons of doing so. James believes that providing content through a gated approach does make certain assertions to the website visitor - and that it provides certain things to the marketer:
    Gated content implies there is greater value to the content behind the opt-in form Asking for identifying information tends to generate higher quality leads This enables the marketer to better target those leads It also makes it easier to track marketing strategy and performance overall What Are The Cons When Gating Content? There is no doubt that everyone reading this has encountered an opt-in form when seeking to download content. But what is the typical effectiveness of that approach? James says that only 3% of people who begin to fill out a form convert to become a lead. He believes it’s because visitors to those opt-in forms are leery because they have filled out forms in the past and received content in return that wasn’t as valuable as they were led to believe. This leads to what James calls “form rage,” a resentful feeling that an opt-in form is required at all.
    From a marketing perspective, opt-in forms can become more trouble than they are worth. Those who do complete forms often provide fake information, which adds costs to the sales process to weed out fake content. James points out that it creates unnecessary friction to the marketing process on both the visitor and the marketing sides of the relationship.
    Listen to hear James elaborate on these points, as well as his comments about how mobile devices impact user experience and lead form completion.
    If You’re Going To Use Gated Content - Is There A Better Way To Do It? Do certain types of content do better in gated content scenarios than others? James says that video is a clear winner and communicates greater value. The opportunity to engage at a level that expresses personality and authenticity - which video provides - is always beneficial. He also explains that his practice is to ensure that anything beyond 3 pages in length is always behind an opt-in form of some kind. Those interested in such content prove to be more serious about the subject matter and thus, represent a closer match to his buyer avatar.
    He also mentions that much of the decision about whether to gate content or not relates to the role and experience of your targeted leads. Those with technical or high-level roles - engineers, developers, high-level marketers, and C-suite execs - tend to appreciate longer-form content that is appropriate for gating and will often opt-in to receive it, whereas those with support or administrative roles tend not to have interest in lengthy content that works well in a gated approach.
    Micro-Gated Content May Be The Answer In James’ view, you can give away valuable content and still get a lead out of it. He recommends

    • 28 min

Customer Reviews

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!

J. Barshop ,

Social Business Engine

Bernie and his guests provide some incredibly actionable and compelling content, spotlighting the absolute best insights on how to effectively grow your business through social media platforms/tech, without draining your bank account (and well-being).

Highly recommend listening and subscribing to Social Business Engine if you want the knowledge AND mindsets to take your business to the next level (and reach your overall goals as a result)!

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