Ampup Your Digital Marketing

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Conor Coughlan of financial data-management software company Fernogo. They discuss how to implement an “account-based experience” marketing and customer service strategy and why your company should embrace this approach. You’ll learn:   Account-based marketing (ABM) presents a major pitfall if your frontline customer service team isn’t following through on your marketing and sales strategies. A developing trend, account-based experience (ABX), extends the marketing and sales integration of ABM to also include customer experience and address that pitfall. As with any new strategy, implementing ABX at a company has to be careful and iterative to allow teams time to learn, adjust and come on board.    

The coronavirus forces almost all organizations to work remotely, but many are new to the game and struggle to manage a remote workforce. This is why Glenn Gaudet sat down with Clinton Bonner, VP of Marketing at Topcoder, an on-demand virtual talent platform, for this episode of AMP Up Your Digital Marketing. Topcoder has been in business for about 20 years but has been a 100% remote workforce for over 8 years. Bonner shared his tips for leading a successful remote workforce and how he operates Topcoder’s marketing strategy. In this episode, you’ll learn:  Why it’s important to stay up to date on what productivity tools are out there.  Collaborative tool recommendations for remote workers.  The pros and cons of mixing tools rather than having one centralized platform.

It’s no secret that people are canceling conferences and other events left and right due to the coronavirus pandemic, so what can you do to host a virtual conference? In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Armen Najarian, CMO and Chief Identity Officer at Agari, an email security company. Armen recently had to make the tough decision of canceling his company’s annual customer conference, Trust 2020, and quickly organized a virtual conference to take its place. He walked us through the entire process, what he learned, and how he views the end result. You’ll learn: How to message this decision to your organization, your attendees, speakers, partners, and others. What the lasting effect of virtual conferences becoming so common in 2020 will be.  What the benefits are of a virtual conference over a physical event.

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Scott MacKenzie of Industrial Talk. They discuss why podcasting is a vital element to the sales, marketing, and branding strategy for any business and how to get started. You’ll learn:   The greatest value to podcasting for industrial services companies is the opportunity to develop relationships with your guests. You can start a podcast about anything. To make it interesting, Scott says, you just have to find the “human element” of any subject. An engaging host is key to a podcast’s success. Find someone who can get guests talking about what they’re passionate about.     

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Gaetano DiNardi, Director of Demand Generation for VoIP phone service provider Nextiva. Gaetano discusses the shift from old-school lead generation into the kind of role he plays as a growth marketer and why this change is vital for brands. You’ll learn:   Traditional lead generation isn’t as useful as it once was. In its place, growth marketing helps you cultivate a trusted brand to bring prospects to you. Because of modern buyer behavior, owning your brand in search is the most important marketing investment you can make. Despite its trending popularity, account-based marketing isn’t right for every brand or product.    

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Shahnoor Khan of KCS Technologies. They discuss the growing prevalence of data-driven marketing and how companies are using artificial intelligence to streamline and optimize campaigns. You’ll learn:   AI marketing is simply a strategy that uses machine learning and data to automate, streamline and optimize your marketing efforts. “[AI is] being looked at as one of the fancy technologies, but we are all moving in that direction,” says Shahnoor Khan, VP Global Marketing for SaaS company KCS Technologies. Embracing simple tools that use artificial intelligence and machine learning to facilitate data-driven marketing can help you utilize the unprecedented amount of customer data your company has access to online.     

Implementing an employee advocacy program for any organization can come with challenges and hurdles. Couple that with implementing it in a regulated industry, like a bank, and the challenges are amplified, but far from being a deterrent. In fact, the financial industry can, and does, prove to be one of the best areas to implement an employee advocacy program because the end user needs to trust their financial institution, and their friends and colleagues are more trustworthy than a faceless brand.  In this episode of AMP Up Your Digital Marketing, we meet Yvonne Boateng, the Employee Advocacy Director for Standard Chartered Bank, who championed her company's employee advocacy program. Recognizing early on that the company social media policy needed to match their desires for employees to share, alongside executive buy-in, led to a successful implementation, increasing engagements by 180X. Yvonne explains to listeners how and why the program was a success as well as hurdles she encountered early on that other

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Dan Golden, president and co-founder of the digital marketing agency Be Found Online. They discuss the changing landscape of search marketing and what brands need to do now to keep up with coming changes. You’ll learn:   Google recently announced it will block third-party cookies in the Chrome browser by 2021, which will force advertising back into contextual targeting. Despite ongoing algorithm changes, best practices for optimizing for organic search haven’t changed much since the outset. Search marketing is becoming less about driving leads to your website and more about creating better customer experiences within search channels.    

Marketers. Love them or hate them, they serve a purpose and often are the backbone of growth within your organization. They have an innate ability to get down and dirty in understanding how and why people purchase products and services. By asking the right questions at the right time and providing the right tone and candor, they can take a relational conversational to transactional with ease. Marketers are creative problem solvers but often have a big problem - they struggle with communicating their value add and the impact on the pipeline.    In this episode of AMP UP Your Digital Marketing we meet Ken Pratt, a former educator turned Vice President of Marketing for Frontline Education. He takes us through how he and his team learned how to deliver their value, while generating a marketing pipeline that actually aided in the closing of about 38% of their closed/won business. As an organization he got really comfortable with knowing what the company needed and the problems they were solving. This lead to their

Where do I spend the money? Is this campaign bringing prospects to the finish line? Is my talent pool established and who do I need to hire to hit this big, hairy, audacious goal in three years? All valid questions, and all questions your marketing leaders are likely asking themselves. If there was a SaaS tool out there that could perfectly predict a multi-touch attribution model, and tell you when to hire and fire, and where to invest your budget, it would be a unicorn overnight. Guaranteed.    In this episode of AMP UP Your Digital Marketing we meet Shane Murphy-Reuter, the Senior Vice President of Marketing at Intercom, a customer messaging platform. Through depth and breadth of experience, and making some mistakes along the way, Murphy-Reuter gives us insight into the ‘three buckets’ he follows for marketing budgets, delegation, and learning attribution models. His actionable tips will help you answer questions such as: How Do Marketers Spend Their Budget Wisely? When Do Marketers Validate Their Hirin

One of the greatest challenges marketers face is creating campaigns that can both scale and are unique to the person viewing the content. Its where the premise of ABM originated; it's how marketers get the most bang-for-their-buck. Enter AI into this mix and it combines the best of both worlds - AI in marketing at scale while allowing for micro-targeting of verticals, groups of people, or those with very specific attributes.  In this episode of AMP UP Your Digital Marketing we meet Dr. Ian Howells, Vice President and Head of Marketing at Sage Intacct, an accounting software. He speaks to tailoring their marketing approach to allow for scale while creating an unparalleled level of micro-targeting to their target markets. In this discussion, he challenges the way marketers think about verticalization and grouping together industries just because they share a common thread, and how to leverage AI to influence them better.

In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Kira Mondrus, SVP of Global Marketing at Tricentis. They sit down to discuss the benefits of perpetual demand generation marketing and how it can help grow your business. You’ll learn:     Traditional campaign-based marketing is stymied by its need to find customers at just the right time. Perpetual demand generation, instead, engages prospects with ongoing messaging that allows them to find you when they need your product.   Perpetual demand generation requires a heavy lift at first in the way of audience research, content creation, and brand advocacy, but the ongoing load is much lighter than with campaign-based marketing.

Insurtech, or the emergence of new technologies that are transforming the insurance industry, is redefining the common role of insurance as we know it. Leading this shift is generational needs and wants alongside the need for better technologies in the insurance space, to not only lead the insurtech space, but to redefine it. In this episode of AMP Up Your Digital Marketing, we meet Denise Garth, the Senior Vice President for Strategic Marketing, Industry Relations, and Innovation at Majesco. She'll discuss the trends and factors, from customers and technologies to market boundaries that are reshaping and redefining the insurance space and the role of platforms in the next generation.

Outbound calling; social media outreach and scheduling; PPC; SEO; trade shows, email campaigns - kinda sounds like the beginnings of a job listing for every marketers responsibility, doesn’t it?    While that may be true, it's also the foundation of understanding the relationship between these actions in generating demand for your product and building you brand. These channels all require strategy and optimization to work in harmony with one another. But when there are so many channels that can make or break your marketing efforts, where does one even start?   In this episode of AMP Up Your Digital Marketing, we meet Vivian Gomes, Head of Global Marketing and Sales for CSS Corp, a technology services firm. His insight tackles why creativity is the genesis of marketing, and why it’s so important to start at the top to satisfy some kind of curiosity of the targeted end user.

Chatbots - love them or hate them they are a game changer for marketers. Sometimes people just want to explore your website without pressure. But what happens when they have a question? They’re forced to either fill out the marketing form of doom, resulting in endless emails and unsolicited sales calls, or to leave the site with unanswered questions. Both sound dreadful right? This is where chatbots marry the two worlds together. In this episode of AMP UP Your Digital Marketing we meet Lindsay Kelley, Vice President of Digital and Content Marketing at Telit, an IoT enablement global leader. She speaks directly to the challenges that arise in creating some 40+ playbooks globally, powering her chatbot program, including the need for translation into multiple languages. In this discussion you’ll also learn some of her key discoveries, like more questions aren’t always better.

Peanut butter and jelly; Bert and Ernie; Michael Jordan and Scottie Pippen; Marketing and sales. Some of the greatest duos have the greatest results when working together. But what happens when these duos don’t work together?    Sometimes they do just fine (I mean, peanut butter and banana is pretty awesome) but other times, they realize they are better off working together (Michael Jordan’s post-retirement three-peat). That’s kinda how D. Fish sees the world of marketing and sales. A marketer can be a better marketer by walking in the shoes of sales, and sales can be a better salesperson understanding the data marketers need to bring successful leads to the sales team.    In this episode of AMP Up Your Digital Marketing, we meet D. Fish, author of the book Hyper-Connected Selling, who discusses how marketers needs sales and vice versa, and how we can do our jobs better with each other.

Marketers love it when all the pieces connect nicely, kinda like a well-built lego project. But like our tech stack, marketers are realistic and realize it's never really as simple as the directions make it out to be. Take ABM; it causes you to really take a look at how data has been adopted and creates a great deal of perspective around how it is all handled. But it can power multiple teams, which means that it better be right.   When it is, it makes powering the launch of a new product or initiative that much easier. The data all aligns, as does the messaging, thereby clearing the way for internal advocates to amplify event promotions.   In this episode, Glenn Gaudet speaks to Matt Stone, Senior Director of Marketing at Gainsight, about this premise of internal promotion and brand building. Leveraging their internal advocacy solution, Matt speaks to how that helps Gainsight grow brand awareness in new industries and verticals through their employees with strong, well-curated content.

Social media has changed the way we communicate, not only with friends and family, but in our business relationships as well. With our hectic day-to-day, we can now perform a quick scroll and catch up on the lives of those around us, all before crawling out of bed or uttering a word. This, of course, changes how we interact with media and it’s only natural the media around us changes, too. Enter the concept of employee advocacy - enabling businesses to use the power of people, and their influential capacity, to expose others to news, information, and brand messaging as it relates to their company or purpose.    In this episode of AMP UP Your Digital Marketing we meet Andrew Hutchinson, Content and Social Media Manager at Social Media Today, to discuss the findings on a GaggleAMP commissioned employee advocacy report. In this discussion, we’ll cover why there has been such a rising interest in employee advocacy and what the data in the report told us about marketers perceptions.    You can download Building th

The truth is - SEO is really just really good marketing and  understanding your audience. It's creating content that frankly resonates with your audience but also has demand, which is where keyword research comes in. The idea of manipulating Google and trying to do SEO to rank is where people kind of go astray.    But, if you look at SEO as just another kind of marketing practice that's based on understanding your audience and positioning, your website and your brand will be discovered. Your ideal customer will find you when they search for the parts or services you offer. If you can wrap your head around that basic understanding of SEO, then it becomes incredibly powerful. In this episode, Glenn Gaudet speaks to Garrett Mehrguth, CEO of Directive Consulting, about this premise of SEO and how it impacts your overall marketing strategy. By simply thinking about how your customers search for information about your business, you’ll make a world of difference in your SEO strategy long term.

Imagine this - you have a market of potential clients in which your product or service can substantially streamline their day-to-day and make their jobs easier. I bet we’d all like to be a BRD selling these clients - they’re a slam dunk. But what if I told you these potential clients have a fiduciary responsibility to serve their business and client base, and not themselves, and certainly not by adding costs from a vendor. That changes your perspective on this market, doesn’t it? In this episode of AMP Up Your Digital Marketing, we meet Andrew Botero, the Chief Marketing Officer at Blackline where he discusses building brand awareness and knowledge of his products. He’ll explain how working in concert with sales to achieve their goal of demand generation has helped accountants and those with fiduciary responsibility to a third-party see the value in Blackline’s products. This groundswell approach has allowed the team at Blackline to have a crystal clear and consistent message throughout the buyer's journey,