Category Archives: Podcast

Marketing Attribution for the Real World – RUSSELL McATHY

Marketing Attribution for the Real World – RUSSELL McATHY | DMR #216

Today I’m joined by a man who following 10 years working for brand, agency and consultancy data-led positions is now building a marketing attribution platform, helping brands to truly understand how customers interact with their business – online and offline. Welcome to DMR, Russell McAthy. [You can find Russell over at Cubed.ai.]

Marketing Attribution for the Real World – RUSSELL McATHY

Marketing Attribution for the Real World – RUSSELL McATHY

On this episode of Digital Marketing Radio we discuss marketing attribution, with topics including:

  • I first heard of marketing attribution about 5 years ago – and it really seemed like something that would radicalise insight. But it doesn’t really seem to have had a massive impact to-date. Is that fair or am I missing something?
  • How would you define marketing attribution?
  • How important is it?
  • What are the challenges that have stopped its rapid rise in popularity?
  • Should every business be building a bespoke model or are their off-the-shelf models that can be really effective?
  • Dropping back to data in general, what are the fundamentals that most businesses should have in place to get the most out of their existing data that’s easily available?
  • Is it reasonable to expect a general digital marketer to be analysing data or is this more of a specialist job?
  • And what about the future? What are some data sources that most businesses aren’t using at the moment, but will need to be incorporating into their insight in the future?

Software I couldn’t live without

What software do you currently use in your business that if someone took away from you, it would significantly impact your marketing success?

Todoist [To-do lists]

What software don’t you use, but you’ve heard good things about, and you’ve intended to try at some point in the near future?

Evernote [Digital note-taking]

My number 1 takeaway

What’s the single most important step from our discussion that our listeners need to take away and implement in their businesses?

How do brands get into the attribution mindset? I wrote about the middle of the funnel. I genuinely think that if we move away from focusing on the bottom of the funnel and the top of the funnel – the 2 things that brands do. They do the bottom of the funnel to convert and the top of the funnel to drive brand awareness. With a psychological shift in the business to say ‘who is not going to convert in the business today but will convert in the next month’ – that’s the middle of funnel. If businesses can start to understand that by using micro-conversions on their website, setting up their analytics better so they can understand what people are doing when they come to the website and don’t convert – brands will be able to move their investment to those types of people. And because of the shape of the funnel there is a lot of people there. If you start to invest in that area there is going to be a massive increase in incremental value over a long period of time, but it is that change in the psychology of the organisation to say that they are willing to take a risk on those people that will convert in weeks to come.

Hacking Outbound Sales at Marketing Agencies – FATIMA ZAIDI

Hacking Outbound Sales at Marketing Agencies – FATIMA ZAIDI | DMR #215

Today I’m joined by a lady who was named in Marketing Magazine’s top 30 under 30 marketers for 2016. She’s a chair for the Discover Your Personal Brand conference and the VP of Business Development for Eighty-Eight, a Toronto-based creative communications agency. Welcome to DMR, Fatima Zaidi.

Hacking Outbound Sales at Marketing Agencies – FATIMA ZAIDI

Hacking Outbound Sales at Marketing Agencies – FATIMA ZAIDI

On this episode of Digital Marketing Radio we discuss hacking outbound sales at marketing agencies, with topics including:

  • Many marketers switch off when they hear the word ‘sales’. Is that a bad thing to do?
  • What does hacking outbound sales mean?
  • How different is that to conventional sales?
  • What are some of the effective sales strategies for marketing agencies at the moment?
  • What makes you a success compared with other people trying to do the same thing?
  • How do you measure your success?
  • What do you think stops others from being successful at the moment?
  • Tying it back to marketers and salespeople, what can they do to work more effectively together?

Software I couldn’t live without

What software do you currently use in your business that if someone took away from you, it would significantly impact your marketing success?

Nimble [CRM]

What software don’t you use, but you’ve heard good things about, and you’ve intended to try at some point in the near future?

Hubspot [CRM / Marketing automation]

My number 1 takeaway

What’s the single most important step from our discussion that our listeners need to take away and implement in their businesses?

[If you’re agency marketer] Don’t just market other companies. Also focus on marketing your own. Whether that’s through SEO, whether that’s through paid media, ads, internal campaigns, events, partnerships. Find a way to personally brand yourself and your company. Always get on people’s radars in creative ways.

Why is the world of marketing changing so quickly? – SAM MALLIKARJUNAN

Why is the world of marketing changing so quickly? – SAM MALLIKARJUNAN | DMR #214

Today I’m joined by a man who teaches Advanced Digital Marketing at the Harvard Division of Continuing Education. He is the co-author of the book “How To Sell Better Than Amazon” and a Marketing Fellow at HubSpot. Welcome to DMR, Sam Mallikarjunan. [You can find Sam over at Mallikarjunan.com.]

Why is the world of marketing changing so quickly? – SAM MALLIKARJUNAN

Why is the world of marketing changing so quickly? – SAM MALLIKARJUNAN

On this episode of Digital Marketing Radio we discuss why the world of marketing changing so quickly, with topics including:

  • When you say the world of marketing is changing rapidly, do you mean marketing principles or just tactics and technologies?
  • What aspect of marketing is changing the most rapidly and why?
  • What kind of marketing traits do you tens to see between the most successful businesses nowadays?
  • How should marketers and digital entrepreneurs keep up with the changes?
  • How can you protect your business from being disrupted in this fast changing environment?
  • When a business is trying to build a marketing team, what should they look for in new hires to help to future proof their abilities?
  • Do you think that marketers need to be generalists or specialists?
  • Is it still a good idea for a small business to try to appeal to a global audience nowadays or does being locally focused allow you to build a stronger buyer persona?

Software I couldn’t live without

What software do you currently use in your business that if someone took away from you, it would significantly impact your marketing success?

Slack [Team communication]

What software don’t you use, but you’ve heard good things about, and you’ve intended to try at some point in the near future?

Snapchat [Social sharing]

My number 1 takeaway

What’s the single most important step from our discussion that our listeners need to take away and implement in their businesses?

Comfort kills. Be the disruption you want to see in the world. If you were going to beat your company, how would you do it? If you were going to deliver more value for your customers, how would you do it? It’s a hard, emotional business strategic decision to say that “I am going to kill my own model, or test against my own model”. And frankly it required courage. But even though you’ve survived 100 years, you may not survive the next 10 if you don’t stay focused on that.

What does being data-driven really mean? – SAM RUCHLEWICZ

What does being data-driven really mean? – SAM RUCHLEWICZ | DMR #213

Today I’m joined by a man who’s appeared on some of digital marketing industry’s top publications, including: Marketing Insider, Duct Tape Marketing, Convince & Convert and Digital Marketing Radio! He’s an agency senior strategist and oversees the direction and execution of all his clients’ integrated digital marketing & data analytics initiatives. Welcome to DMR, Sam Ruchlewicz. [You can find Sam over at Warschawski.com.]

What does being data-driven really mean? – SAM RUCHLEWICZ

What does being data-driven really mean? – SAM RUCHLEWICZ

On this episode of Digital Marketing Radio we discuss what being data-driven really means, with topics including:

  • I hear the term “data-driven” a lot. And sometimes I think that it’s quicker and more effective to just follow your gut. Is that wrong?
  • What does being data-driven mean to you?
  • Does every marketer need to be data-driven or is this only relevant for certain marketers?
  • You also talk about an “economic value model for digital marketing” – what does that mean and why should companies use that approach?
  • You also talk about “increasing alignment” – what do you mean by that?
  • What kind of mistakes do marketers make when they are trying to be data-driven?
  • Does being data-driven not sometimes put an overemphasis on last click?
  • What are your thoughts on attribution and measuring the impact of marketing activities that are much more difficult to measure?
  • What changes in technology are likely to make the biggest difference in the world of data-driven marketing over the next couple of years?

Software I couldn’t live without

What software do you currently use in your business that if someone took away from you, it would significantly impact your marketing success?

Google Analytics [Website visitor analytics]

Tableau [[Data synthesis]

Hootsuite [Social media management]

Watson by IBM [AI platform for business]

What software don’t you use, but you’ve heard good things about, and you’ve intended to try at some point in the near future?

SEMrush [Organic search success management]

Netra [Social analytics]

My number 1 takeaway

What’s the single most important step from our discussion that our listeners need to take away and implement in their businesses?

Start with your goals. Come up with the not only the final conversion that you want someone to do, but everything that proceeds it. Go through and analyse your data, understanding the paths to conversion, what the key markers are that are likely to indicate success and then assigning values to each of them. Because without that, none of these other great technologies work the way that you want them to. But if you understand your business model, and you understand the steps that lead to conversion, a world of possibilities are open to you – and you can really have a lot of success.

LinkedIn Lead Generation – JIMENA CORTES

LinkedIn Lead Generation – JIMENA CORTES | DMR #212

Today I’m joined by a marketing consultant who specialises in LinkedIn lead generation She’s a published author, international speaker and and entrepreneur… welcome to DMR, Jimena Cortes. [You can find Jimena over at JimenaCortes.com.]

LinkedIn Lead Generation – JIMENA CORTES

LinkedIn Lead Generation – JIMENA CORTES

On this episode of Digital Marketing Radio we discuss LinkedIn lead generation, with topics including:

  • Why for you is LinkedIn the place to be?
  • When you’re advising clients on how to generate leads from LinkedIn, are we talking about any industry? Or does it just work best for certain types of businesses? And is this through advertising on LinkedIn? Or building personal connections on LinkedIn?
  • What would be an example of a success story to demonstrate what you’re talking about?
  • What are some of the mistakes that you see people making on LinkedIn?
  • When you connect with someone on LinkedIn you can download their contact details – are you a fan of taking conversations off LinkedIn?
  • A year ago Microsoft decided to buy LinkedIn. I haven’t seen any significant change since then. How do you think this might impact LinkedIn in the future?
  • While you’re embracing LinkedIn, I don’t think that you’re on Twitter, is that right?
  • When it comes to being social on the web do you advise people to stick to one or two networks?

Software I couldn’t live without

What software do you currently use in your business that if someone took away from you, it would significantly impact your marketing success?

Basecamp [Project management software]

What software don’t you use, but you’ve heard good things about, and you’ve intended to try at some point in the near future?

Everwebinar [Automated webinar software]

My number 1 takeaway

What’s the single most important step from our discussion that our listeners need to take away and implement in their businesses?

Think about the people that can take you from where you are to where you want to be. Figure out ways to get those people into your network. For me, the way I’ve done that has been LinkedIn. Maybe you want to join an association, but if you can find them on LinkedIn that’s the easiest way to go. There’s always somebody who can help you get to the next thing, so figure out what that is and always be focused on growing your network, providing value to them. But also having people in place that you can turn to today or maybe a few years down the line.