The Purposeful Marketing Podcast

Join Aaron and James in an insightful conversation on the latest episode of the Purposeful Marketing Podcast as they challenge the prevalent reliance on paid ads in marketing strategies. In this episode, the hosts delve into the fundamental question: are paid ads merely a tactic, a strategy, or a business objective? As they dissect the nuances of this issue, they underscore the importance of prioritizing customer-centric approaches and delivering valuable content to audiences rather than viewing paid ads as a one-size-fits-all solution to marketing challenges. Listeners gain valuable insights into the role of ROI in paid ads, with Aaron and James highlighting the potential pitfalls of solely focusing on return on investment and urging marketers to align their efforts with higher-level business objectives for sustainable success. The conversation extends to explore the potential benefits of transitioning to organic content, offering a different avenue for engagement and reaching diverse audiences. Additionally, the hosts explore the concept of advertising as entertainment, emphasizing the value of captivating storytelling in driving meaningful connections with consumers. As the episode progresses, Aaron and James discuss the role of agencies in managing paid ads campaigns, offering practical advice on finding the right approach tailored to each business's unique needs and goals. Tune in to this thought-provoking episode of the Purposeful Marketing Podcast for actionable insights, strategic guidance, and expert perspectives on reevaluating the role of paid ads in your marketing strategy. Subscribe to the ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ~Market with purpose for the everyday practitioner ~ Connect with the hosts: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠James Boeckmann⁠ ⁠⁠⁠⁠⁠⁠⁠Do you need B2B podcast strategy and services?

Join Aaron and Mary as they dive into a lively discussion fueled by questions from Reddit on the latest episode of the Purposeful Marketing Podcast. From defending marketing to niche specialization and the value of listening, this episode covers various topics relevant to B2B marketers of all levels. Key Takeaways Defend marketing by asking questions, advocating for yourself, and mirroring the expectations of others. Focus on business metrics rather than being measured solely on activities. Niche down and specialize in a specific area of marketing to stand out and offer unique value. Listen more than you talk to better understand your audience and improve your marketing efforts. Develop a strong POV, niche, and process to guide your marketing strategy and stand out in the industry. The conversation kicks off with a thoughtful exploration of how to defend marketing in the face of skepticism, emphasizing the power of asking questions, advocating for oneself, and focusing on business metrics over mere activities. Listeners gain valuable insights into navigating the challenges of finding their place in the dynamic field of marketing and the importance of niche specialization to stand out in a crowded marketplace. As Aaron and Mary address questions on cold calling, B2B marketing, and learning to sell, they offer practical tips and strategies for success while underscoring the significance of developing a strong point of view (POV), niche expertise, and a structured process in guiding marketing efforts. Throughout the episode, the hosts stress the value of listening to understand your audience better and refine your marketing approach, highlighting the transformative impact of active listening on marketing effectiveness. The episode concludes with a reflection on the Purposeful Marketing Podcast's mission and an invitation for listeners to actively engage in the conversation. Whether you're a seasoned marketer seeking fresh perspectives or a newcomer navigating the complexities of the industry, this episode offers actionable insights and thought-provoking discussions to elevate your marketing game. Subscribe to the ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ~Market with purpose for the everyday practitioner ~ Connect with the hosts: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠James Boeckmann ⁠⁠⁠⁠⁠⁠Do you need B2B podcast strategy and services?

How do you get comfortable with nuance in your career? James and Mary unpack that question in this insightful episode of the Purposeful Marketing Podcast. The hosts discuss the prevalent trend of oversimplification in marketing thinking, shedding light on the pitfalls of black-and-white approaches and advocating for a more nuanced perspective. The episode kicks off with an exploration of the oversimplification trap, emphasizing the need to resist the allure of straightforward solutions. James and Mary share anecdotes and experiences, illustrating the drawbacks of thinking in absolutes when crafting marketing strategies. They discuss the importance of recognizing the intricacies inherent in successful marketing approaches and the perils of oversimplifying complex challenges. The conversation delves into the frustration that arises from oversimplification and its impact on effective decision-making. Listeners are encouraged to steer clear of broad generalizations and embrace the challenges posed by nuanced marketing scenarios. As the discussion unfolds, the hosts highlight the limitations of relying solely on external validation, especially in the age of LinkedIn. They stress the significance of internal validation and understanding the true impact of your work beyond external metrics. Throughout the episode, James and Mary offer valuable takeaways, urging marketers to break free from oversimplified thinking, acknowledge the subtleties in marketing strategies, and find a balance between external and internal validation. Whether you're a seasoned marketer or just starting your journey, this episode provides actionable insights to elevate your marketing mindset. Key Takeaways Avoid falling into the trap of oversimplification in marketing thinking. Recognize the importance of understanding the nuances in marketing strategies. Do not rely solely on LinkedIn or external validation for your work. Embrace decision-making nuances and use them as opportunities for career growth. Subscribe to the ⁠⁠⁠⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠⁠⁠⁠ ~Market with purpose for the everyday practitioner ~ Connect with the hosts: ⁠⁠⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠James Boeckmann⁠ ⁠⁠Do you need B2B podcast strategy and services?

Welcome back to the Purposeful Marketing Podcast, where real talk meets marketing insights! Aaron, Mary, and James are back with a no-holds-barred episode, diving into the nuances of career decisions and growth. In this candid conversation, Mary opens up about her recent career move and the thought process behind it. The episode kicks off with Mary sharing her journey of landing a new position, driven by her aspiration for growth and leadership. She sheds light on the internal struggles, decision-making dilemmas, and the pivotal role of having a career growth checklist. As Mary recounts the pivotal moments of her career pivot, the team reflects on the challenges and opportunities that come with making bold career moves. Listen in as Mary elaborates on how her desire for a broader leadership role led her to the perfect fit at Colab Software. The discussion unfolds into the importance of evaluating growth opportunities, aligning with personal career goals, and the dynamic interplay between current roles and aspirational positions. Aaron prompts Mary to delve deeper into the decision-making process, exploring how she weighed the growth potential at her current job against the exciting prospects offered by the new opportunity. The episode becomes a rich source of insights for anyone navigating career crossroads, pondering their next steps, or contemplating a leap into leadership. The trio emphasizes the value of creating a career growth list, setting clear boundaries, and seeking advice from trusted mentors during times of uncertainty. The conversation takes a turn towards addressing questions about crafting your own position within a company and the art of approaching career transitions with purpose. As Mary shares her experience and wisdom, the episode becomes a guide for professionals facing similar dilemmas, offering actionable advice and a realistic perspective on the ever-evolving landscape of career decisions. ⁠ ~Market with purpose for the everyday practitioner ~ Connect with the hosts: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠James Boeckmann ⁠⁠⁠⁠Do you need B2B podcast strategy and services?

Hello listeners. Aaron is here to talk about a new format on The Purposeful Marketing Podcast. Once a month, we are inviting Kevin McClary, Thinker & Senior Performance Marketer at Gorilla 76 to discuss the hardest challenges, questions, and executions that performance marketers face in their day-to-day executions. In this Sixth installment, Aaron and Kevin go deep into Google Ads. They emphasize the importance of considering the specific industry and target audience when deciding whether to invest in this channel. They both also highlight the significance of optimizing messaging and landing pages to improve conversion rates. They discuss the potential impact of AI-generated search results on the future of paid search and offer insights on tracking conversions effectively. Subscribe to the ⁠⁠⁠⁠⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠⁠⁠⁠⁠ ~Market with purpose for the everyday practitioner ~ Connect with the hosts: ⁠⁠⁠⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠James Boeckmann⁠ Connect with the guest: Kevin McClary ⁠⁠⁠Do you need B2B podcast strategy and services?

What questions have entered your mind today? For the hosts, it's thinking about being a career partner. Aaron, Mary, and James are back to reflect on the journey of B2B marketer parenthood with the brilliant Grace Wright, Strategy Director at Gorilla 76, and a friend close to their hearts! Aaron sets the stage for the conversation by sharing the essence of the Purposeful Marketing Podcast—a space where candid conversations about ideas, challenges, and roadblocks unfold for B2B marketers. Today's focus? Parenthood is a topic that hits home for Aaron, especially with the recent addition of Lucia, his daughter, as an honorary co-host on the show. Enter Grace Wright, a seasoned marketer and a working parent. As Grace shares her experiences, the trio explores the profound impact of becoming a working parent on time management, priorities, and work-life integration. Grace provides valuable insights into the challenges of balancing a demanding career with the joys and responsibilities of parenting. The conversation delves into the changes in time dynamics, the need for ruthless focus, and the art of setting clear boundaries. Mary chimes in with her perspective, emphasizing the importance of strategic time management and the discipline required to effectively balance family and work life. James adds his unique viewpoint as someone evolving in his approach to time management, acknowledging the flexibility needed in a non-traditional work environment. The discussion unfolds organically, covering topics such as decision-making, psychological safety in the workplace, and the pivotal role of support networks. The trio reflects on parenthood's transformation to one's professional life, emphasizing the need for purposeful choices. Takeaways Managing time and setting boundaries are crucial for working parents. Effective meeting management can help save time and increase productivity. Advocating for oneself and creating a supportive work environment are important for working parents. Benefits and support for working parents vary across companies, but it is essential to communicate needs and set expectations. Chapters 00:00 | Introduction and Purpose of the Podcast Episode 01:31 | Becoming a Working Parent: How Time Changes 03:09 | Managing Time and Setting Boundaries 08:37 | Time Tips for Working Parents 13:34 | Managing Meetings Effectively 20:20 | Creating a Supportive Work Environment 25:14 | Returning to Work and Setting Boundaries 32:02 | Benefits and Support for Working Parents 37:16 | Applying Work Principles to Parenting 40:33 | Conclusion Subscribe to the ⁠⁠⁠⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠⁠⁠⁠ ~Market with purpose for the everyday practitioner ~ Connect with the hosts: ⁠⁠⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠James Boeckmann Connect with the guest: Grace Wright ⁠⁠Do you need B2B podcast strategy and services?

Welcome back to the Purposeful Marketing podcast. Aaron is taking a break today, leaving the floor to Mary and James. The hosts reflect on season 3 of the podcast and how the journey so far setts the stage for a mindful 2024. James provides a sneak peek into the podcast's evolution, breaking down the thematic seasons that have shaped the Purposeful Marketing narrative. Season One delved into the foundational principles, Season Two explored the practicalities of attribution, and now, in Season Three, we've been dissecting tactics with expert guests. In this special standalone episode marking the end of the year, Mary and James embark on a unique "one thing" exercise. They share insights and observations gathered from the array of marketers featured in Season Three. The focus? The challenges, triumphs, and aspirations of these brilliant minds in the ever-evolving world of B2B marketing. Mary highlights the brilliance of marketers, praising their intelligence and innovative ideas. However, she delves into the dichotomy many face – resource-strapped marketers versus those constrained by KPIs that may not align with their brilliant ideas. The conversation evolves into a thoughtful exploration of the challenges tied to KPIs, often limiting the creative ideation of marketers. James and Mary engage in a candid discussion about the challenges marketers face, from resource constraints to the impact of narrow KPI focus. Mary encourages marketers to persist in having great ideas, documenting them for future exploration, and navigating the delicate balance between creativity and meeting KPI expectations. The spotlight then shifts to strategic execution. Mary emphasizes the importance of executing more strategically rather than getting lost in a sea of tactical activities. The duo unpacks the gap between setting goals, defining KPIs, and formulating a strategic approach to bridge that divide. The episode concludes with a deep dive into mindset challenges within organizations. James and Mary discuss the need for a mindset shift, especially in understanding and embracing paradoxes and contradictions within marketing strategies. As they explore the intricacies of intellectual engagement, the conversation becomes a call to action for marketers to navigate the complexities and contradictions inherent in their field. Join Mary and James in this reflective and forward-looking episode as they bid adieu to Season Three and set the stage for an exciting and purposeful 2024 in the world of B2B marketing. Tune in for insights, inspiration, and a fresh perspective on the evolving landscape of Purposeful Marketing! Subscribe to the ⁠⁠⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠⁠⁠ ~Market with purpose for the everyday practitioner ~ Connect with the hosts: ⁠⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠James Boeckmann ⁠Do you need B2B podcast strategy and services?

Welcome back to the Purposeful Marketing Podcast! Trinity Nguyen, VP of Marketing at UserGems, joins Aaron, Mary, and James. In this episode, we discuss pipeline anxiety – that unsettling feeling we all get when pondering the future of our sales funnel. Why focus on pipeline anxiety in the first place? Trinity takes us back to UserGems' strategic shift, explaining how the team identified and addressed the need for a more descriptive narrative. Trinity narrates her journey into UserGems, from being the first business hire to shaping the product marketing strategy. The result? A resonant message that struck a chord with their target audience amid the changing dynamics of the market. ⁠UserGems⁠ monitors customers' job changes, integrating seamlessly into CRMs and ensuring leads are directed to the right campaigns – a seemingly simple concept with profound implications for an entire revenue team. Subscribe to the ⁠⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠⁠ ~Market with purpose for the everyday practitioner ~ Connect with the hosts: ⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠James Boeckmann⁠ Connect with the guest: Trinity Nguyen Do you need B2B podcast strategy and services?

Summary Welcome back to the Purposeful Marketing podcast. Today's episode features a new show format with a return guest, Caleb Rule. The conversation explores the question of who owns the CRM and the different perspectives on this topic. The discussion covers the roles of IT, marketing, sales, and revenue operations in CRM ownership. It emphasizes the importance of scalability, governance, collaboration between departments, and how a strong leader ensures effective management and utilization of the CRM. Tune in to this episode for an insightful and entertaining exploration of CRMs if you're CRM-curious! Takeaways CRM ownership depends on the size, stage, and growth of the company. IT plays a crucial role in CRM ownership, ensuring security, scalability, and integration with other tools. Marketing should have a majority ownership in the CRM, with a focus on adaptability and alignment with marketing objectives. Sales should provide feedback on CRM usage and be involved in the operational aspects. Governance and documentation are essential for successful CRM ownership. The role of a Chief Revenue Officer (CRO) can be instrumental in CRM ownership and aligning sales and marketing. Final considerations for CRM ownership include scale, business model, and the need for a strong leader to drive the process. Chapters 00:00 | Introduction 01:00 | Reading Posts from Marketers 04:28 | IT's Role in CRM Ownership 08:13 | The Role of Marketing and IT in CRM Ownership 09:09 |The Role of IT and Business Partnership 11:20 |The Role of RevOps in CRM Ownership 17:26 |The Role of Governance in CRM Ownership 20:08 |The Role of Marketing in CRM Ownership 24:26 | The Role of Sales in CRM Ownership 28:28 | The Role of Chief Revenue Officer in CRM Ownership 32:57 | Considerations for CRM Ownership Subscribe to the ⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠ ~Market with purpose for the everyday practitioner ~ Connect with the hosts: ⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠James Boeckmann Connect with the guest: Caleb Rule

What stops you from creating new types of content? Welcome back, Purposeful Marketers! In this exciting Season 3 episode of the Purposeful Marketing Podcast, your hosts, Aaron, Mary, and James, ask the big questions about content creation, focusing on the changing landscape going into 2024. Joined by returning guest Joseph Lewin, Director of Growth at Proofpoint Marketing, the conversation takes an adventurous turn as they explore why marketers should be daring to try new types of content. 🚀 Episode Highlights: 🔍 Unpacking the Big Question:Aaron kicks off the episode with a broad yet essential question: Why are marketers hesitating to create new types of content today? Joseph Lewin, an expert in the B2B space, shares insights into the challenges faced by marketers and the importance of experimentation. 🌐 Navigating the B2B Content Landscape:Joseph emphasizes the need for B2B companies to step out of their comfort zones, highlighting the pitfalls of traditional content creation approaches. He stresses the value of trying new things, sharing stories of misguided investments and the necessity of small tests. 🎤 Evolution of Content Creators:Mary joins the conversation, discussing her transition from a written content background to exploring new formats like TikTok and video podcasting. The trio delves into the authenticity brought by video formats and the power of branching out. 🌟 Building Authentic Relationships:James adds a crucial perspective on the trend towards video and podcasts, emphasizing the importance of authenticity. The discussion turns to collaboration, a key element in content creation, and how these mediums encourage transparent and honest communication. 🎩 The Adventures of Indiana Joe:Joseph shares the story behind his distinctive hat and its unexpected role in the creation of his latest podcast, Outbound. The conversation explores the impact of thematic elements in content, creating memorable and authentic connections with the audience. 🌐 Outbound Strategy Unveiled:Joseph unravels the strategy behind Outbound, a podcast tailored for sales professionals in professional services. He explains how it diverges from conventional sales content, focusing on relationship-building and trust rather than traditional outbound tactics. 📈 Leveraging Multiple Platforms:Aaron outlines a strategic framework, highlighting the synergy between the podcast, courses, and niche communities. Joseph delves into the importance of attention, affinity, and relationships in content creation, emphasizing the need for content that serves these purposes. 🚀 TikTok Triumph:In a surprising twist, Joseph shares his recent success on TikTok, experiencing semi-viral content. He provides insights into his experimentation with homesteading content and its impact on his learning curve in the dynamic world of content creation. Tune in to this episode for an insightful and entertaining exploration of the evolving content landscape and discover why embracing new frontiers in content creation is the key to success in 2024! 🌐✨ Subscribe to the ⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠ ~Market with purpose for the everyday practitioner ~ Connect with the hosts: ⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠ ⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠ ⁠⁠⁠⁠James Boeckmann

Welcome back to the Purposeful Marketing Podcast! In this episode, hosts Aaron and Mary chat with Chris Carolan, Co-Founder of Conveying Your Message LLC, about a critical question impacting marketing and sales teams: Why do CRMs, a 20-year-old B2B product category, still struggle with adoption and usage? Chris shares insights from his 15 years of experience in sales, marketing, and CRM implementation. As co-founder of a growth consulting agency, he sheds light on the challenges organizations face, emphasizing the need for effective communication, digital transformation, and cultural change. The hosts explore Chris's thought-provoking post on LinkedIn, sparking a conversation about the mindset and ownership of CRM systems. They discuss the surprising statistics on CRM ROI and share anecdotes about the common pitfalls and backward-facing data encountered in CRM implementations. The episode unfolds with key takeaways, emphasizing the importance of a human-centered approach, setting clear goals, and recognizing CRM as a tool for the entire business. Chris plugs his upcoming show, "Industrial Tech Stack Live," and shares where listeners can connect with him. Whether you're a marketing professional or just CRM-curious, this episode promises valuable insights, real-world stories, and actionable strategies. ~Market with purpose for the everyday practitioner ~ Subscribe to the ⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠ Connect with the hosts: ⁠⁠⁠Mary Keough⁠⁠⁠ ⁠⁠⁠Aaron Weekes⁠⁠⁠ ⁠⁠⁠James Boeckmann

In this episode of the Purposeful Marketing Podcast, hosts Aaron Mary, and James chat with Peyton Warren, Sr. Strategist at Gorilla 76 about the episodes big question: why do we crave community? Peyton shares her experiences with Industrial Marketing Live, a community she helps run. They all discuss the importance of building and nurturing a community in the world of industrial marketing. This episode delves into various aspects of community building, the growth of Industrial Marketing Live, and the power of quality content. The conversation highlights the value of community engagement, the community's evolution, and its impact on professional development and networking. The hosts and their guests offer insights and anecdotes that can inspire and inform marketers looking to create and grow their own communities. ~Market with purpose for the everyday practitioner ~ Subscribe to the ⁠⁠Purposeful Marketing Podcast.⁠⁠ Connect with the hosts: ⁠⁠Mary Keough⁠⁠ ⁠⁠Aaron Weekes⁠⁠ ⁠⁠James Boeckmann

Welcome to a special episode of the Purposeful Marketing Podcast, where marketing and parenting collide! Join Aaron, James, and Mary as they tackle a fundamental question: Should you maximize growth or prioritize learning within your business? They explore the trade-offs and challenges of striking the right balance between these two priorities. Is it possible to grow and learn, or do you need to make sacrifices? What happens when growth activities overshadow learning and knowledge sharing? The hosts share their insights and experiences, shedding light on the pros and cons of different approaches. In this episode, you'll discover how to navigate the delicate dance between growth and learning in your marketing endeavors. Whether you're part of a startup, an agency, or an in-house marketing team, valuable wisdom can be gleaned from the hosts' discussions. Subscribe to the ⁠Purposeful Marketing Podcast.⁠ Connect with the hosts: ⁠Mary Keough⁠ ⁠Aaron Weekes⁠ ⁠James Boeckmann

In this episode of the Purposeful Marketing podcast, hosts Aaron, Mary & James are joined by SEO expert Sara Taher, SEO Manager at Assembly, to discuss whether businesses can still find growth through SEO in today's evolving digital landscape. They cover high-level SEO strategy, analyzing when SEO does and doesn't make sense for a business, ways to continually upskill in SEO, and more. Listeners can expect to come away with a deeper understanding of holistic SEO approaches beyond one-off tactics. Key Discussion Points: - "SEO is not dead, the tactics and old ways just don't work anymore. SEO still exists and is important across platforms where people search, like Google, YouTube, and TikTok" - Sara, 00:02:27 - "SEO is a medium to long term strategy, not something to expect quick wins from each month" - Sara, 00:10:10 - "In B2B, search volume is low but customer value is high. Focus on the keywords that will bring the most value" - Sara, 00:15:28 - "You need to have a side project to test new SEO approaches before trying them with client websites" - Sara, 00:23:04 - "Whatever you do, you have to like it, because if you don't like it, you won't survive it" - Sara, 00:26:19 Subscribe to the ⁠⁠Purposeful Marketing Podcast.⁠⁠ Connect with the guest: Sara Taher Connect with the hosts: ⁠⁠Mary Keough⁠⁠ ⁠⁠Aaron Weekes⁠⁠ ⁠⁠James Boeckmann

In this episode of the Purposeful Marketing Podcast, Aaron, Mary, and James discuss what would happen if marketers were braver. They tackle big questions around goals, strategy, tactics, communication, and picking your battles as a marketer to drive long-term success. Key Discussion Points: - The importance of committing to a long-term marketing strategy and avoiding short-term distractions (00:03:54) - Owning your narrative as a marketer - your strategy and tactics - to influence stakeholders (00:09:49) - Battling for the right things as a marketer - strategy, tactics and narrative vs. just goals and data (00:08:57) - Picking your battles as a marketer and fighting the long game (00:18:49) - Dealing with requests for short-term results without losing sight of the long-term (00:19:24) Subscribe to the ⁠Purposeful Marketing Podcast.⁠ Connect with the hosts: ⁠Mary Keough⁠ ⁠Aaron Weekes⁠ ⁠James Boeckmann

In this episode of the Purposeful Marketing Podcast, hosts Aaron Weekes and Mary Keough converse with Mike Rizzo, founder of a Marketing Operations Community, MarketingOps.com. They discuss common misconceptions and pain points for the marketing operations job function, how marketing operations can provide strategic value, and how to build a community of practice. Listeners can gain insights into the importance of Marketing Ops and building collaborative communities. They discuss: - Common misconceptions about Marketing Ops professionals (they only handle tactics/integrations, not strategy) - Pain points for MOPs people - not brought into strategic conversations early enough, hard to measure the impact. - Letting MOPs get involved in leadership and strategy leads to better outcomes. - Building a community of practice - created by and for Mops professionals "The reality is that there is no amount of marketing ops work that isn't somehow strategic." (Mike Rizzo, [00:04:27]) "When you're in Marketing Ops, you get to help dictate what actually goes out to people and how frequently, and help control that customer experience in a way that really drives revenue." (Mike Rizzo, [00:16:22]) "Let MOPs be involved in leadership strategy and the execution implementation. You're going to get better outcomes." (Aaron Weekes, [00:24:12]) Subscribe to the Purposeful Marketing Podcast. Connect with the hosts: Mary Keough Aaron Weekes James Boeckmann

Welcome back to The Purposeful Marketing podcast. In this episode, hosts Aaron, Mary, and James speak with Ellen Schwartze, a marketing powerhouse who previously launched and hosted a podcast for a SaaS company. They discuss strategies and considerations around starting a podcast specifically for B2B SaaS startups, including defining your "why", setting goals, tracking metrics, promoting, and more. Listeners will gain valuable advice and lessons learned for leveraging podcasting to support their SaaS business. Whether you're a seasoned marketer or new to the field, this conversation provides valuable takeaways for your purposeful marketing journey. Guest Bios: - Ellen Schwartze is an independent marketing contractor who has worked in various marketing roles since 2010, after graduating college in 2008. She fell into SaaS marketing and worked at a content analytics SaaS company where she ran their podcast. Ellen has extensive experience using podcasting in her B2B marketing strategy. Key Discussion Points: - The importance of having a clear "why" or purpose behind your podcast from the start (00:00:42) - Using podcasting specifically for lead gen vs. brand building (00:03:48, 00:05:11) - Setting proper expectations around pipeline and revenue generated from a podcast (00:05:25, 00:13:41) - Developing personas and niches for your podcast audience (00:19:55) - Tracking metrics beyond downloads like % listening through, repeat listeners, social shares (00:14:16) - Promoting your podcast through email kits, clips, guest posting (00:24:49) - Managing podcasting amidst your other marketing responsibilities (00:29:29) Subscribe to the Purposeful Marketing Podcast. Connect with the hosts: Mary Keough Aaron Weekes James Boeckmann

Today on the Purposeful Marketing podcast we dive deep into the world of Marketing Operations (MOPs) with our guest, Sydney Mulligan, co-founder of EMMIE Collective—a women-led marketing and revenue operations consultancy. Sydney Mulligan takes the floor to introduce herself and share her decade of experience in marketing ops, particularly in Marketo. Sydney also hosts the "Pretty Funny Business" podcast, which offers an entertaining look at our marketing world filled with humor and laughs. To frame the episode, hosts Aaron and Mary introduce their approach to recent guest interviews, which combines tactical implementations with big ideas. They emphasize starting with the "why" and exploring profound questions to gain insights and truths that can enhance your marketing strategies. The central question for this episode is: "What is the right and wrong way to enter a lead into your CRM or MOPs software?" Sydney emphasizes the importance of aligning marketing operations with your organization's goals and sales processes for data accuracy and efficiency. Aaron shares his experience, highlighting the challenges of inheriting a complex marketing tech stack and the importance of setting clear goals. Sydney further elaborates on common pain points in marketing ops. The conversation turns to lead generation, with Sydney discussing high-intent leads and the efficient operationalization of lead qualification processes. Sydney also shares insights into the freelance market for marketing operations professionals, describing how Emmie Collective supports businesses seeking MOPs expertise. In conclusion, this episode offers a comprehensive exploration of the world of marketing operations, emphasizing strategic alignment, data management, and expert collaboration. Whether you're a seasoned marketer or new to the field, this conversation provides valuable takeaways for your marketing journey. You can tune in and find out about the purposeful side of marketing operations.

Welcome to another exciting episode of The Purposeful Marketing Podcast. Aaron takes the helm in this special edition as Mary and James are off on exciting adventures, including getting married! Congratulations to James! Aaron starts the show by addressing the feedback from their listeners who wanted more tactical expertise. To meet this demand, he invites a special guest, Janelle Amos, Founder and Chief Strategist of Elevate Growth, to delve into the world of Go-to-Market (GTM) strategy. But before diving into the tactical aspects of marketing, Aaron and Janelle share some personal insights about the challenges of balancing work and parenthood. They offer valuable tips and encouragement for those navigating the delicate balance between career and family. Then, the conversation shifts to the core of the episode: the subjectivity of marketing, specifically in the realm of demand generation. Janelle shares her experiences and insights about how marketing strategies can be highly subjective and dependent on various factors. Aaron emphasizes the importance of framing marketing strategies around clients' specific needs and how owning a subjective narrative can help businesses stand out in a crowded market. The discussion also touches on critical elements of a successful GTM strategy, including market analysis, messaging, channels, products, and, most importantly, people. They stress the significance of aligning marketing efforts with business objectives and avoiding the common mistake of diving into tactics without a solid strategy. In the end, Aaron invites listeners to engage with the show, share their thoughts, and consider becoming guests to explore high-level marketing questions and gain tactical expertise. Tune in to this episode to gain insights into the subjectivity of marketing, effective GTM strategy, and tips for balancing work and family life. You can find The Purposeful Marketing Podcast on all major podcast platforms. Resources: Janelle Amos LinkedIn Elevate Growth Demand Gen Made Simple podcast hosted by Janelle Amos

Welcome back to the Purposeful Marketing Podcast! Hosts Aaron, Mary, and James are back with a thought-provoking episode featuring special guest Caleb Rule, Rule Marketing Group. The hosts and Caleb explore the differences in creating inbound strategies for SaaS and manufacturing industries. The conversation revolves around the core components of successful inbound strategy, emphasizing the importance of customer interviews, understanding customer behavior, and aligning marketing efforts with sales teams. From SaaS to manufacturing, the conversation delves into the key elements and key questions that make an inbound strategy successful. Whether you're a seasoned marketer or just starting out, this episode offers a wealth of knowledge to enhance your marketing strategy. Don't miss this episode's actionable tips and strategies for crafting impactful inbound motions. Listen on Spotify, YouTube, or your favorite podcast platform.