The Hard Corps Marketing Show Casey Cheshire

How do we define customer success? Is it through the experiences our clients have or by the outcomes they receive?
Host of the 5x award winning podcast The Electronic Propaganda Society, Director of Market Strategy at Salesforce, Mathew Sweezey, alongside, Customer Experience Thought Leader, Host of The Revenue Revolutionaries podcast, Co-Founder & Chief Community Officer at MetaCX, Dave Duke negate the mindset of customer experience as the quintessential element for customer success.
 
Takeaways:
At the end of the day our customers are evaluating if they achieved value in this relationship. It’s time to shift our thinking towards our customer’s goals and their overall success. 
If outcomes are implemented into business reviews then we will be able to understand what milestones need to be hit in order for us to help clients achieve their goals.
An outcome is not created by a single team. Move your organization out of silos and into concentric circles around key moments of the customer journey.
It is important to have a conversation with your team and clients how we are presenting our products and services in the context of the outcomes the customer needs to achieve. Features are not a one size fits all. 
We have redone our math on customer success. An experience that does not lead to the outcome can always be surpassed by an outcome with a poor experience. But an outcome with a poor experience can always be surpassed by an outcome with a positive experience. 
Career Advice: Read more and get as many work experiences as you can!

 
Links:
LinkedIn:
https://www.linkedin.com/in/mathewsweezey/
https://www.linkedin.com/in/daveduke26/

Twitter:
https://twitter.com/msweezey
https://twitter.com/djdukeiu

Company:
https://www.salesforce.com
https://metacx.com/revrev/

Personal Website:
https://mathewsweezey.com

Books:
https://www.amazon.com/Context-Marketing-Revolution-Motivate-Infinite/dp/163369402X
https://metacx.com/assets/ebook-the-new-north-star-experience-is-the-method-outcomes-are-the-goal/

Podcasts:
https://podcasts.apple.com/us/podcast/electronic-propaganda-society/id1460256430
https://podcasts.apple.com/us/podcast/revenue-revolutionaries/id1535380555

Blog:
https://metacx.com/blog/experiences-is-the-method-outcomes-are-the-goal/


 
Busted Myths:
Experiences are not the end all be all! The customer’s experience is not the customer’s goal. It is merely the method we use to accomplish their goal.

 
Ways to Tune In:
iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube - Full video - https://youtu.be/3-MUni3pBTU

The Best of 2020 - Christina Anderson - Hard Corps Marketing Show #234
 
It’s a holiday special! And a special guest - Christina Anderson, Marketing Coordinator at Cheshire Impact! 
 
2020, as crazy as it’s been- what a wonderful thing to have had these amazing conversations directly with friends and guests from across the country and abroad! It brought us together in this spaced apart time. 
 
**Disclaimer- this was HARD! All of our guests are noteworthy! Check out all of our episodes at our website Hard Corps Marketing Show ** 
 
Episode Shout Outs!
 
Fanocracy Marketing - David Meerman Scott - Hard Corps Marketing Show # 115

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The SEO Puzzle Master - Stoney deGeyter - Hard Corps Marketing Show #120 
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No Nonsense Marketing Fundamentals - Laura Luckman Kelber - Hard Corps Marketing Show #121
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Marketing Automation - Casey Cheshire - Hard Corps Marketing Show #129
Ethan Beute take over! 
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What it Really Takes to Align Sales & Marketing - Logan Childs - Hard Corps Marketing Show #137
Episode Link

The Best of ABM - Christina Anderson - Hard Corps Marketing Show #164
ABM Marketing

The Power of Influencer Marketing - Neal Schaffer - Hard Corps Marketing Show #167
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The GDPR & CCPA Marketing Experience - Jodi Daniels - Hard Corps Marketing Show #154
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Quantifying Marketing for Megadeals- Christopher Engman - Hard Corps Marketing Show #157
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Distributing Content as Breaking News - Chris Walker - Hard Corps Marketing Show #163
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Start Ugly - Chris Krimitsos -Hard Corps Marketing Show #180
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The Content Miner - Kristen Sweeney - Hard Corps Marketing Show #183
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The Marketing Metrics that Matter - Alon Wacks - Hard Corps Marketing Show #184
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Outcome Obsessed Marketing - Holly Tsourides - #192
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The Economic Fortune Teller - Steph Smith - Hard Corps Marketing Show #185
The Hustle
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5 Minute Selling - Alex Goldfayn - Hard Corps Marketing Show #194
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Decrypting Marketing Data - Yogesh Mehra - Hard Corps Marketing Show #196
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The Agile Marketing Transformation - Femi Olajiga - Hard Corps Marketing Show #199
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Personalization Beyond the 9-5 - Greg Segall - Hard Corps Marketing Show #212
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The SLA that Aligns Sales & Marketing - Darryl Praill - Hard Corps Marketing #215
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Marketing Operations Master - Crissy Vetere Sanders - Hard Corps Marketing Show #223
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How to Fit a Giraffe In the Refrigerator - Tammy Begley - Hard Corps Marketing Show #227
Episode Link

The Secrets of SEO - Geoff Atkinson - Hard Corps Marketing Show #228
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The Beyonce of Marketing - Junae Brown - Hard Corps Marketing Show #232
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Building an Authority Marketing Colosseum - Adam Witty - Hard Corps Marketing Show #130
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Curiosity that Sparks Innovative Marketing - Diane Hamilton - Hard Corps Marketing Show #123
Episode Link


Busted Myths:
 
If you’re sitting close to your camera, it’s almost as if you’re sitting across the table from that person at a coffee shop
We have a common vocabulary with sales! No fancy sales words, or marketing words
 
Ways to Tune In:
 
iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube - Full video - https://youtu.be/ryph9BopYRY

A Thought Leader, Content and Social Marketing Expert, Forbes 30 Under 30, Speaker, Author of The Manifesto on Content Marketing Teams, Evangelist, Podcast Host of The People In Marketing, Co-Founder and CEO of Planable, Xenia Muntean, shares her knowledge of best practices for social and content marketing.

 
Takeaways:
There are no specific metrics that every business needs to follow. Each business is unique, as well as, their goals. Pay attention to the metrics that best suit your goals.
Building great content is not enough. You should spend just as much time, if not more, on promoting, repurposing and SEO to get your content in front of your target audience.
In the growing technological world, more and more content is being produced each day. It is important to focus on how you can produce content in a scalable matter with little resources. 
Sometimes we need to move slower in order to move forward and evolve. Work on having a strong foundation and process for your social media before advancing.
Career Advice: You can do more than you think you can!

 
Links:
LinkedIn: https://www.linkedin.com/in/xeniamuntean/?originalSubdomain=uk
Planable: https://planable.io
The Manifesto on Content Marketing Teams: https://www.amazon.com/Manifesto-Content-Marketing-Teams/dp/B08JM7Y2K8

 
Busted Myths:
There is no best posting time on social media. It really depends on the type of audience and business you have. Instead, focus on algorithms, engaging content, and reactions.

 
Ways to Tune In:
iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube - Full video - https://youtu.be/PVlme232shw

Marketing is not just about sales or the product. It is about the people and the community you cultivate. This is why creating an experience with your marketing is key.
A Strategic Marketing Leader, former marketer at Sony Music, Founder and CEO of Browned 2 Perfection Agency, Junae Brown, shares her extensive knowledge of building marketing experiences and being intentional on social media.

 
Takeaways:
In the sea of marketing, you have to find a way to stand out! We have all this access to resources and our consumers at our fingertips. Find an impactful way to tap into your audience that is half the cost but is twice as much.
Everybody wants to be the brand that is talked about. Create moments on social media consistently and be intentional about what you are putting out there.
Think of strategies like a carnival. There needs to be something for everyone because consumers are very nuanced. Even though a group might have the same intention, the way they think could be completely different.
“Good marketing is about tact not just tactics. It’s all about the people. If there were no people there would be no customers, audience, or need for the brand.” ~Junae Brown
Every person is not going to fit into your target audience or be your customer. Instead provide everyone a positive experience and your community will grow.
Career Advice: Trust yourself! Just because everyone can’t see your vision yet, does not mean it shouldn’t exist.

 
Links:
LinkedIn: https://www.linkedin.com/in/junae-brown-1818253b/
Twitter: https://twitter.com/JunaeBrown
Browned 2 Perfection: https://www.facebook.com/Browned2Perfection/

 
Busted Myths:
We should make our marketing a fully immersive experience for our user. Promote longevity by keeping it interesting and being a part of the conversation.

 
Ways to Tune In:
iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube - Full video - https://youtu.be/KNtg9MqHUAg

A Business Leader, Entrepreneur, Writer, Founder and President at SalesRoads, David Kreiger, delves into building sales and marketing alignment and buyer communication.

 
Takeaways:
Having a point person that sales and marketing reports to bridges that gap of communication between the departments, as well as, creates a coherent strategy.
It is important for sales and marketing to collaborate together to customize their marketing tools. Step away from the templated email blasts!
Buyers have become busier and require quicker communication from sales people. Inside sales have been thriving because they are better equipped for that level of communication with easy access to technology such as Zoom. 
Focus on your Ideal Customer Profile when marketing and selling to clients. Try to target clients that you know you would service well and have deep conversations with them.
Invest in coaching your sales representatives. Putting a coaching infrastructure in place for your team is key to creating unified messaging across the board.
Career advice: Start early and learn as much as you can.

 
Links:
LinkedIn: https://www.linkedin.com/in/davidkreiger/
Twitter: https://twitter.com/kreigs
SalesRoads: https://salesroads.com

 
Busted Myths:
Most people think of a salesperson as someone who is gregarious and always has an interesting story. However, the best salespeople are those who enjoy listening and are passionate about solving their clients problems.  

 
Ways to Tune In:
iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube - Full video - https://youtu.be/ZxLzbgvZGdw

Data driven approaches are great for creating logical predictions for how customers will interact with content. However, people are not cut and paste. It’s time to take a more personal approach and think like the customer.
A Marketing Leader, Strategist, Artist, Writer, Speaker, Fractional CMO, Founder of The ABM Journal, Founder and Chief Marketing Strategist at MESH Interactive Agency, Bill Schick, shares his knowledge of customer viewpoint.

 
Takeaways:
Following a very rational data approach to marketing runs the risk of going down the same path as competitors. There is no one forum to marketing success.
Try adding a humanistic approach to marketing. People want to know who is on the company’s team and why you created what you have created.
Present data or a view that those who have financial jurisdiction respect above their own. This will promote alignment and overcome any preconceived views the individual may have about something.
Don’t be afraid to be experimental when it comes to account based marketing. Try creating a strategy that has an unexpected angle that relates to the conversation and their work reality.
Create experiences that teach or that have interactive components. This allows sales representatives to have a more personal connection early on to start the conversation with customers.
Career advice: Don’t feed into the fear of risk. Make the jump!

 
Links:
LinkedIn: https://www.linkedin.com/in/founderandcdo/
Twitter: https://twitter.com/BillSchick
MESH Interactive Agency: https://www.meshagency.com
The ABM Journal: https://www.theabmjournal.com
Tom Hessen Episode: https://www.hardcorpsmarketing.com/e/true-buyer-intent-discovery-tom-hessen-hard-corps-marketing-show-220/

 
Busted Myths:
Not everybody can be in marketing. It takes a special kind of person to do the digging and be creative!

 
Ways to Tune In:
iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube - Full video - https://youtu.be/1xR6ayOluzU