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Martech Zone Interviews

Martech Zone Interviews

Author: Douglas Karr

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Douglas Karr interviews business, marketing, and sales leaders in this series. While he hopes to inspire and educate, Douglas also hopes to provide you with some laughs as he often goes off-topic and brings humor to the conversation.
149 Episodes
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In this MarTech Martech Zone we speak to Courtney Beasley, VP of Marketing for Walker Sands, about how companies can best adjust their messaging in the midst of the COVID-19 pandemic. Some businesses are going through a ‘moment,’ flourishing during the pandemic while many others are seeing negative effects on sales, revenue, and operations. Given that the spectrum of outcomes is vastly different, the standard We’re here for you messaging isn’t going to cut it for everyone. Marketers need customized insights to better navigate the uncertain times brought on by the pandemic if they want their messaging to directly correlate with the state of their business in an impactful way. Courtney discusses the different ways marketers should adapt messaging based on their situation. Courtney is also sharing insights from Walker Sand's new tool, the 2020 B2B Marketing Insights Playbook for COVID-19 (https://www.walkersands.com/b2b-marketing-insights-playbook/), to address marketing's place in the current state of the world. The playbook is a peer-based, industry-segmented, real-time customizable tool based on the level of impact the company has experienced (positively, negatively or severely negatively impacted) and based on real insights that not only include Walker Sands’ own vast B2B marketing knowledge and experience, but it also shares learnings from marketers around the country. Special Guest: Courtney Beasley.
In this MarTech Zone interview, Douglas speaks to entrepreneur, John Qualls. John has had an incredible career launching and leading several companies. His most recent company is Purposely (https://purpose.ly), a platform to empower employees or individuals to benchmark and optimize their culture to improve employee performance and satisfaction. Talent optimization is one of the most critical factors that will determine if your business is able to reach and exceed your desired business results. While most business strategies focus on technical and functional aspects talent optimization should be a central part of your business strategy. With talent optimization, use a human lens to convert your business strategy into a compelling story that will engage employees. With so many companies laying off people the last couple weeks, Marketing departments that were already scarce are now at critical levels. For companies looking to thrive, they need to find and keep the best talent. And for those who were laid off, they need to evaluate their purpose and try to find the role that aligns with it. Having found his strengths and blazed a path in the technology industry, John is now sharing his wisdom with other people and then putting the tools in place to help them. We discuss how critical this is to both individuals and to companies - especially in times of economic challenges. Special Guest: John Qualls.
In this Martech Zone Interview, we speak to Marc Stein. Marc is responsible for Dell Technologies Customer Data and Insights. We discuss the advancements that Dell Technologies has made to provide a single view of their customer across all continents, products, and services. Marc leads a team comprised of data scientists, design thinkers and program managers who translate operational, financial and customer experience data into emerging insights and then drive cross-functional programs to improve customer economics and NPS. Dell Technologies is unique in the world in that they've actually developed a single view of their customers from thousands of different data feeds through a data lake. It's a fascinating advancement and Marc explains the journey they've made, their goals, compliance concerns, and ultimately how the companies within the Dell technologies family is utilizing the data. Special Guest: Marc Stein.
In this Martech Zone Interview, we speak to Jason Rozenblat, Vice President of Sales for CallRail. We discuss the problems that an attribution platform can help mitigate for organizations that are struggling with identifying where to invest their marketing, advertising, and sales efforts. CallRail is the leading provider of marketing software to businesses who want a single attribution platform to capture the journey from visitors to leads to customers. More than 100,000 companies and agencies use CallRail’s easy-to-use marketing attribution and conversation intelligence software to optimize lead generation and improve sales. From tracking calls to website form submissions, its all-in-one platform takes the hassle out of reporting with a single source of truth for marketing ROI. CallRail's platform provides companies with the ability to do: * Call tracking and analytics - Measure phone call conversions from your search, digital, and offline marketing campaigns – including PPC keywords. * Dynamic number insertion - Automatically show your tracking phone number to the right audience. Capture the full visitor journey before and after the call. * Multi-Touch CPL reporting - Use our Multi-Touch CPL report to tie inbound call, text, and form data to ad spend data from Bing Ads, Facebook Ads, and Google Ads. * Record phone calls - Call recording makes it easy to qualify leads, coach your staff, and improve customer service. Easily review and annotate your phone calls. * Set up numbers instantly - You can configure a new call tracking number in less than a minute. Our call flow builder helps create custom call routing for your business. There's no contract required with CallRail and you can try CallRail free for 14 days (https://www.callrail.com)! Special Guest: Jason Rozenblat.
In this Martech Zone Interview, we speak to Audelia Boker, CMO of Glassbox about the impact of customer experience on enterprise and how companies are incorporating customer experience analytics and platforms to monitor, measure, and improve their bottom lines. Audelia Boker is an expert who works in the customer experience space and provides an overview of the technology, explains why it is of interest, and discusses what all this consolidation means and how it will likely play out in the long run. Audelia provides a front-line view of how the industry is changing, as her company Glassbox is benefiting from it. Glassbox is a leading enterprise Digital Customer Experience solution, and recently announced a new strategic partnership with Microsoft. Glassbox will actively work with Microsoft and its sales and marketing teams to sell its customer management solution to Microsoft’s extensive customer base, as well as its wide network of partners globally. By combining Azure cloud services and Glassbox Customer Experience solution, enterprises will be able to easily use Azure advanced Machine Learning technology to enrich Glassbox powerful insights, with capabilities like Next Best Offer and other AI based insights. Glassbox also patented its web session recording technology. The patent, “Systems and Methods for Recording Web Sessions” covers a proprietary technology in Glassbox’s digital customer management platform that records both client- and server-side, providing global enterprises with an evidential 360-degree view of their website and mobile app. Server-side website session recordings significantly reduce the overhead of client-side recording and provide visibility into scenarios that cannot be captured with client-side recording, such as bot investigations, fraud attempts, scraping, and HTTP errors. Special Guest: Audelia (Picovsky) Boker.
In this Martech Zone Interview we speak to Jaime Bettencourt, the SVP of Premier Sales & Account Management for Mood Media on the Impact of Sensory Marketing in Retail. Mood Media released a study (https://us.moodmedia.com/impact/) where they asked more than 10,000 consumers around the world what they most enjoy about the in-store shopping experience. They sought to learn which sensory elements have the greatest influence on customer attitudes and behaviors when shopping. What did they take away from the study? In summary... * Sensory marketing matters * Customers are influenced by and respond to their sensory environment * Investment in a sensory marketing strategy can pay meaningful dividends This study provides important customer insights, inspiration and fresh ideas. You'll look at things differently, listen more intently, feel with greater purpose and be more conscious of your surroundings and your customers when you consider the evolution of the Customer Experience. Special Guest: Jaime Bettencourt.
In this Martech Zone Interview, we speak to Randy Frisch, Co-Founder, CMO and President of Uberflip. Randy returns to the podcast to discuss his new book, F#ck Content Marketing. Heads up... it's actually not a book for content marketers. Instead, it's for everyone in the organization who needs better context and direction for how to drive demand, revenue, and relationships with content. Truly effective companies (and marketers) create content experiences, drawing the customer into an immersive infinite scroll that mirrors the consumer experience of Netflix, Spotify, and other billion-dollar brands. Randy Frisch will push you to rethink how you approach content for complex buyer journeys. The current mindset is all about volume--the more content created, the better. But the reality is that almost 70 percent of content created within an organization is never used, and there's little point investing in content marketing if you're not leveraging the assets you create. In this book, Frisch unpacks the Content Experience Framework, arming your organization to deliver personalized experiences that leverage your content to engage your audiences at scale--as well as identify and ramp up the key players in your organization who need to own this process. Special Guest: Randy Frisch.
In this Martech Zone Interview, we speak to Mike Reynolds, founder of Innovatemap (https://innovatemap.com), a digital product agency. Mike has been ideating and delivering digital products to market for over 20 years. He is an expert in product management, user experience, and product marketing. Innovatemap helps companies of all sizes dream, design, and scale digital products and services. Innovatemap works with startups looking to build their product roadmap, scale-ups that are shifting or taking their company in another direction, and tech-enabled businesses that wish to leverage technology to enhance their non-technology company. We discuss a couple of shared clients and the impact that Innovatemap's work with them. Innovatemap has also launched A Better Product Podcast (https://innovatemap.com/podcast/) to share their knowledge with the industry. Special Guest: Mike Reynolds.
In this Martech Zone Interview, we speak to John Koetsier. John is the leading futurist who analyzes trends and predicts futures. Today we speak to John about the importance of mobile to every digital marketing strategy. Included in our conversation: Mobile isn't a channel, it's where all channels converge. What are the latest findings on mobile commerce and advertising in the most recent shopping season? How is mobile impacting customer experience... which is impacting overall marketing efforts? Why is mobile such a significant and different medium that marketers must pay attention to? What is mobile advertising fraud and how are fraudsters pulling revenue from advertisers? What were John's opinions on the latest Consumer Electronics Show (CES (https://www.ces.tech/))? With a look into the future, John also shares the impact and differentiation of voice on customer experience and marketing efforts. Special Guest: John Koetsier.
In this Martech Zone Interview, we speak to Jon MacDonald of The Good (https://thegood.com). Jon's conversion rate optimization firm has achieved results for a variety of clients including Adobe, Nike, Xerox, and The Economist. In our interview, Jon answers some great questions regarding CRO, including: What is conversion rate optimization? Why is CRO a critical strategy with any digital marketing deployment? What are conversion rate optimization factors? What are common pitfalls that companies make that hurt their conversion rates? What are the best practices to test and implement a conversion rate optimization strategy? Why you would want to utilize a CRO firm to help improve your online performance? How does the process work for implementing a CRO strategy? What are the tools that companies can deploy to implement a CRO strategy? Jon discusses his firm's audit, onboarding, and ongoing strategy to properly measure the effectiveness and testing of any changes to improve conversion rates for a customer. Special Guest: Jon MacDonald.
In this MarTech Interview, we speak to Fernando Angulo of SEMrush. Fernando is actively involved in the search marketing world and a regular speaker at Digital Marketing and Ecommerce conferences and events. In this episode, Fernando discusses findings on mobile versus desktop behavioral trends. Some questions that we discuss with Fernando: * Can you give us a background on SEMrush? * Tell us a little bit about your background and your current role. * Can you explain what your research found on the discrepancy between mobile traffic and ad spend across different industries? * What does this variance mean for marketers? * How can marketers analyze their own traffic? How should they manage their percentage of traffic and ads? * What else can traffic analytics tell us? Special Guest: Fernando Angulo.
In this Martech Zone Interview, we speak to Andrea Vahl, the most sought out speaker, author, educator, and consultant, on Facebook Advertising and Social Media Marketing! Andrea Vahl is the co-author of Facebook Marketing-All-in-One for Dummies and she lives and breathes Facebook ads. Andrea has trained thousands of business owners how to use Facebook ads to grow their business and has run campaigns for all different types of businesses. She's developed a number of courses to educate social media professionals, and has just published her latest book - Facebook Ads Made Simple (https://amzn.to/2W6xQ8S). Facebook Ads Made Simple is a book for business owners and marketers who want to the learn the right way to approach their Facebook Ad campaigns.You will learn how to develop a Facebook Ad strategy and then easily create Facebook ads that match your goals. Next you will get the step-by-step instructions to create powerful Facebook ads in an hour or less. In this interview with Andrea, she reveals a couple of tips that will help every business or marketer jump directly into Facebook Advertising without losing their shirts! Special Guest: Andrea Vahl.
In this MarTech Interview, we speak to Kami Huyse. Kami is a digital strategist who helps companies build online communities that convert. She's the CEO of Zoetica, an author of multiple marketing books, and public speaker. Kami is an expert in assisting corporations large and small to build their own communities online. In this podcast, Kami discusses the benefits, the challenges, and the do's and don'ts of building an online community. Learn the four systems you need to build a solid social media strategy and an engaged community: Clarify - Get your strategic plan in place with the right audience and the right offer. Learn the GOAL POST process that the biggest brands out there use to set goals, define and find their online audience and implement sustainable social media outreach. Create - Create content that people really want and need that inpire people to take action and engage with you and your brand. All without a huge advertising budget. Connect - Connect with your audience and build a tribe of loyal followers that help spread your message. Take a page from local community leaders to harness the true power of social media. They know that even a small but powerful community can drive action, learn how to find your tribe and activate them. Calibrate - Put Kami's 5-A method to work in order to measure the effectiveness of your social media, determine if your social media outreach is really working and to pinpoint where to make adjustments. Be sure to listen to the entire podcast, as Kami shares a great playbook to get started at the end! Special Guest: Kami Huyse.
In this MarTech Interview, we speak to Neil Crist, the VP or Product and Engineering for Moz. Moz is a leading platform and community of local, organic search optimization tools and professionals. Neil reveals findings from their State of Local SEO report. The combination focuses around local search and what's critical to a business' success in driving revenue through local search efforts. We discuss: * How voice search is impacting local SEO * How featured snippet implementations are impacting visibility * How videos are impacting local SEO results * How "near me" has become ubiquitous with mobile searches * How Google My Business has become the new home page for local search * The impact of Google's vertical search engines (flights, jobs, shopping) * Understanding "Linktations" and the complexity of linkbuilding for local visibility This is a comprehensive discussion of local search optimization. I'd encourage you to have a pen and paper handy so that you can take notes and ensure that you make every effort to optimize for local search. Special Guest: Neil Crist.
In this MarTech Interview, we speak to Steve Woodruff, author of the newly published Clarity Wins: Get Heard. Get Referred. Steve shares industry feedback and actionable advice that motivated him to write the book. In a world filled with noise and distraction, the secret weapon any business can use to break through is CLARITY. Clarity of strategy (leading to focused direction), and clarity of messaging (leading to sales and referrals). Clarity Wins is a proven handbook to create competitive advantage in any marketplace. The reader will discover the three word packages that deliver results (snippets, stories, and symbols); and the five crucial elements of clear direction and expression (what, for whom, why, how, and where). A brief overview of practical brain science will reveal why every business needs to pigeonhole itself, and what that means in four marketplace dimensions. Special Guest: Steve Woodruff.
In this MarTech Interview, we speak to Claire Vo, SVP of Product Management at Optimizely. Claire has been assisting the world's largest brands to implement successful experimentation programs and she shares her insights with our listeners on why and how to get started! Questions that we cover in our interview: * What does Optimizely do? How do you enable experimentation? * What type of companies do you work with? How have your customers adopted experimentation? * What tips do you have for companies who are hesitant to adopt an experimentation model/mindset? * At what point should a marketer think about testing? Is there a budget amount? Or is it immediate? * How do Optimizely customers research and develop testing scenarios? * How easy is it to get started on Optimizely? * What marketing platforms does Optimizely work with? * Does Optimizely integrate with Google Analytics? Tag Manager? Other analytics platforms? Optimizely helps marketers headline ideas, images, CTA's, colors, graphics, in-code pricing algorithms and more. The platform lets you control how many people see your experiments and then measures their responses by segment. And with their patented Stats Engine technology, you always get fast, trusted results. Special Guest: Claire Vo.
In this MarTech Interview, we speak to Randy Frisch, the CMO and Co-founder of Uberflip. Randy has defined and led the content experience movement, prompting marketers to think beyond content creation and focus on the experience. We discuss how content marketers and even the industry haven't fulfilled the needs of the audience and, rather, focused on the process needs of organizations. Some of the questions that Randy answers in this interview: * Can you explain the key differences between content marketing and content experience? * What does the creation of the new G2 Crowd category mean for content experience? * How do you think the creation of this category will change understanding within the industry about what content experience is and why it’s important? * Why are highly-personalized user experiences the future of content marketing? Special Guest: Randy Frisch.
In this MarTech Interview, we speak to In this MarTech Interview, we speak to Chuck Fields, a software entrepreneur and space enthusiast. Chuck describes how he took his new podcast, Your Online Coffee Break (https://www.onlinecoffeebreak.com), to ten thousand listeners a month in this episode of MarTech Interviews. There's some amazing advice in here for any business or person hoping to get their podcast heard and quickly growing! Special Guest: Chuck Fields.
In this MarTech Interview, we speak to Kara Dake, VP of Growth & Partnerships at CleverTap, an AI marketing automation firm. Do you know who your users are? What motivates them to buy? What will make them uninstall your app? Growing your audience requires having the tools and process to answer these questions. That’s where we come in. CleverTap helps you build valuable, long-term relationships with your customers by giving you two things: 1. Access to real-time behavioral analytics so you know who they are. 2. Provides a platform with which to engage users on the right channels, at the right time, and with a message that resonates. CleverTap brings together real-time user insights, an advanced segmentation engine, and easy-to-use marketing tools in one mobile marketing platform — giving your team the power to create amazing experiences that deepen customer relationships. Special Guest: Kara Dake.
In this MarTech Interview, we speak to Chad Lakin, the Vice President of Shootsta's Americas operation. We speak to Chad about why finding a video production like Shootsta unleashes your video strategy and enables your internal resources to focus on becoming amazing storytellers rather than worrying about equipment and post-production. Shootsta has disrupted the video production industry with a global subscription method, educating and empowering brands everywhere to make high-quality videos cost-effectively at scale. Their Shootsta Kit includes a DSLR camera, tripod, light, mics, and iPad autocue. And they don’t stop there – they train you to use the Kit, and offer value-adds like video strategy, camera operators, subtitles, animations, video hosting, and additional Kits. Videos are edited and ready to share in 24 hours. Shootsta is the only always-on video production company in the world, with staff in London, Sydney, San Diego, Singapore, and Hong Kong offices providing 24-hour coverage and consistency. So you can shoot today and share tomorrow. Special Guest: Chad Lakin.
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