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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.
156 Episodes
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In this Martech Zone Interview, we speak to Vice President and Partner at Walker Sands. Erin is an accomplished public relations and marketing professional with a passion for helping B2B tech companies grow. We discuss the three keys to success when selecting and working with a B2B Marketing Agency. From strategy to execution, Walker Sands provides transformative B2B marketing solutions to drive the awareness, credibility and conversions needed to surpass them. They're unique in the industry since they work across the spectrum of branding, creative, demand generation, public relations, web services, and marketing strategy for their clients. Over the years and working with hundreds of B2B technology companies, they've identified three keys to success: 1. How to identify and align goals between the partner and ocmpany. 2. How to develop both short-term and long-term growth strategies. 3. How to ensure the company and associated technology can accomodate and sustain that growth. As companies look to become more efficient and effective - especially during difficult economic times - finding and working with a partner can accelerate the growth of your marketing efforts. In this episode, we discuss that and more! Special Guest: Erin Jordan Spanski.
On this episode, we interview Jack Klemeyer, a veteran business coach with 25 years of experience. Jack provides his insight into the current uncertain economic future of business and how leaders should respond, react, and succeed. On this episode, we discuss some key issues that are near and dear to leaders' hearts during these troubling times: How do leaders continue to motivate employees in a downturn? How can leaders continue to maintain optimism? How do leaders know when to pivot when their industry and cashflow are impacted so severely? How do leaders make tough decisions… without making them too late. Jack provides some fantastic advice on leading your organization through these uncertain times. Special Guest: Jack Klemeyer.
In this Martech Zone Interview, we speak to Janet Mesh, CEO and Co-founder of Aimtal. Janet is an advocate and practitioner of agile marketing with her internal team and external clients. With daily (virtual) stand-ups, collaboration software, and weekly sprints, Janet and her team have perfected the Quick Pivot, a process to pivot strategies based on the results of her clients' campaigns. Janet and her team have built their wildly successful online marketing agency through focusing on a variety of elements, agile marketing being one of them. To market with agility means to be constantly improving your techniques through taking on high-value projects, working in small increments (sprints), and then analyzing your results and continuing to improve them from there on out. One of the most important elements of agile marketing is teamwork -- something Janet is very passionate about and loves to speak on. In this episode we'll discuss: * What is Agile Marketing? * What is the agile marketing process that takes place internally with Janet's team? * What are the tools necessary to maintain an successful agile marketing strategy? * How can it be applied to omni-channel marketing efforts like content, social, and ad campaigns? * How do you keep expectations set with clients on deliverables? * What is the Quick Pivot strategy? In this time where the vast majority of companies had to quickly pivot their marketing strategies - many moving from in-person to digital mediums - agile marketing is becoming an essential culture and process to adopt with your marketing teams or agencies. This episode has some great nuggets to get you started! Special Guest: Janet Mesh.
In this Martech Zone Interview, we speak to Ravi Chalaka, chief marketing officer and VP of product marketing at Jifflenow, a Meeting Automation Platform. As corporations canceled their in-person meetings and conferences, and moved their sales and marketing teams to work from home, they had to overcome a ton of challenges. From interfacing via video for sales to designing online events for marketing... every company scrambled to develop strategies and momentum to maintain their marketing and sales efforts. Since Ravi is an expert and works with a company focused on meeting automation and the associated measured results, we interviewed him to capture some advice. The Jifflenow Meeting Automation Platform (MAP) is designed for the sole purpose of automating the scheduling and managing of virtual or in-person B2B meetings. Jifflenow will help you convert your virtual interactions with prospects and customers into meaningful meetings that, in turn, can help advance the sales pipeline and shorten the sales cycle. Special Guest: Ravi Chalaka.
In this Martech Zone Interview, we speak to Katie Mares, author of Earning Her Business: The Importance of Tailoring Your Brand Experience to the Female Consumer. Although the female movement is interwoven into our social world and people preach girl power, Katie has seen that this mindset hasn't penetrated business branding or the experience businesses provide to women. Most businesses have a transaction process to deliver the service they provide, but very few businesses focus on elevating interaction so that a brand experience includes a personal connection with the consumer and addresses their genuine interests and needs. This branding disconnect is a problem not only for female consumers but also for businesses that lose potential sales and women's loyalty. Earning Her Business is about showing businesses how to transform the transactional service a woman currently receives into the alluring, interactional experience she craves. In this interview, Katie explains how women influence purchase decisions , the impact on a business' bottom line, and how to shift your organization's experience to accomodate them. Special Guest: Katie Mares.
In this Martech Zone Interview, we interview Susan Marshall, founder and CEO of Torchlite. Susan shares the organization's partnership and focus on supporting small businesses with their Salesforce Essentials implementations and support. Salesforce Essentials is a CRM that's specifically designed for small businesses from Salesforce. In true Salesforce fashion, the platform can be tailored to your business, is quite flexible, and has a ton of integration capabilities. Implementing, integrating, or customizing the platform is possible but some companies often don't have the resources or expertise to do it. Torchlite worked directly with Salesforce to develop a team of Flexperts that can be hired as needed to assist your small business. As well, Torchlite offers a number of affordable Playbooks - standard packages to get your business up and running. Special Guest: Susan Marshall.
In this MarTech Martech Zone, we speak to Award-winning Microsoft storyteller Miri Rodriguez. Ms. Rodriguez is responsible for finding, crafting, and leveraging stories that motivate and connect with the modern consumer. Now, she’s offering practical tools to help you become a skilled brand storyteller, both at the personal and business levels. A brand’s story has become so crucial to its marketing strategy that Microsoft has an entire department devoted to storytelling. Unfortunately, most companies struggle to make genuine connections, resorting to outdated strategies to engage audiences. If you don’t have the budget for a storytelling department, how can you stand out from the crowd? In her book, Brand Storytelling, Ms. Rodriguez wants to bring you back to the heart of brand loyalty, consumer behavior, and engagement as a business strategy, revealing how storytelling triggers the emotions that humans are driven by. Her book will guide you to assess, dismantle, and rebuild any brand story, enabling you to celebrate and strengthen your success, rather than simply trying to win it. On this interview, Ms. Rodriguez discusses: * How to tap into authentic brand loyalty and human connection by aligning brand voice with individual customer values, experiences and aspirations * The five essential elements to humanize your brand through storytelling * The Robin to Batman effect: Why it’s essential to make yourself the ‘sidekick’ to the customer’s ‘batman’ in every story * Empathy Matters: Why this soft skill is essential to storytelling in the digital age * Four magic tricks that can rev up your brand story into action, and make it enchanting and unforgettable * Get comfortable with being uncomfortable: Why vulnerability is key in the practice of telling stories Ms. Rodriguez's advice is more important than ever in a time where consumers are demanding your brands take a stand for social justice. Special Guest: Miri Rodriguez.
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.
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