The Marketing Mix: Thought-starters for B2B Business Leaders

Responsible Marketing; Sustainability; Eco-friendly business practices. Whatever you call it, companies are increasingly exploring how to “do better.” And on this episode, we explore how businesses can embed Responsibility directly into their marketing strategies.Chad Hickey, CEO of Givsly; and Lauren Burke of Ljs Advisory, share their experience in integrating these practices into B2B events and campaigns. Reducing unnecessary tradeshow swag; creating thoughtful event activations; and showcasing company values in advertising and outreach. There are many ways that Responsible Marketing can be embedded in the strategy.We also discuss the motivation for companies to adopt this approach - to reflect their internal values; appeal to an increasingly tuned-in customer base (we’re looking at you, Gen Z); or respond to their employees’ expectations. And provide some guideposts for marketers and business owners who are looking to get started.Key Takeaways: Responsible Marketing is a valuable part of building brand reputation Any initiative should be an integral part of your marketing strategy A senior marketer has to be the internal champion for this to succeed Take time to educate the Sales team on the benefits to the sales process KPIs should ideally align with existing metrics, to ensure buy-in across the company Resources:Connect with Lauren hereConnect with Chad here 

If you’re worried about how “search” is going to be impacted by AI…then you’ve clearly been paying attention! But beyond all the hype, what are the most likely outcomes in the next year or so. Should your SEO strategy be changing? Should your marketing investment be going in different places?Greg Brooks and his team at SearchTides spend their time thinking through these exact issues – based on data and their own experience. And on The Marketing Mix, Greg shares some of his thoughts on the changes that are already happening. And how marketers and business owners should be adapt.We start off by talking about foundational elements of SEO; consider the long term value of content marketing as a search strategy; and think through the overall marketing approach as search becomes smarter. Will the "Human Element"  be the thing that makes the difference, and keeps you ahead of the game?Key Takeaways:Current SEO best practices - authority, relevance, and technical optimization - will continue to be the bedrock of search. But we need to consider an additional “human” layer to boost its value.If AI is driving the cost of producing content to zero, how do you add value? Expertise and Experience are the areas where human input can improve on AI generationGoogle's continued focus on 'helpfulness' should guide the strategy, rather than looking to AI-specific tactics and shortcuts. Make your content useful, and – whatever Search becomes - it will be found.Find Out More:Connect with Greg on LinkedInRead more about SearchTides, and dig into their researchTimestamps:05:20 The Role of SEO in Business Growth 08:40 Impact of AI on Content Marketing 14:15 Google wants to be Helpful26:15 The Human Era of SEO: 36:00 A Drink at The Search Bar

Are we ready to take advantage of AI in Marketing yet?Sam Altman, CEO of OpenAI, is quoted as saying that AI could automate 95% of tasks currently performed by marketing agencies. I don’t agree with the number, but it’s a bold enough statement to pay attention to. And, for sure, AI is going to have a significant impact on how we “do” marketing over the next few years.So in this episode, I talk through the options that marketers should consider as they start to look into AI; share some examples and use cases of how to incorporate AI into your daily workflows; and consider where we might be with AI tools a year from now.Really, though, this episode is an encouragement to “Just Do It” (to use a turn of phrase!). If you’re not yet using AI, it’s time to roll up your sleeves and start to play around with AI tools - whether that’s a standalone AI assistant like Chat GPT or Claude; or tapping into the AI features of the software you’re already using. And we’re giving you some pointers to get your journey started.Plus, since the subject of Large Language Models and AI in Marketing is constantly changing, I share some of the resources I’m using to stay ahead of the curve!. See below:Timestamps:04:35What to think about when you think about AI07:05Which AI Assistant should you use?12:10Three use cases to get you started19:20How is this going to change the way we work?Articles and Newsletters mentioned in this episode:Sam Altman’s “95%” quote. Link“Best Practices for Working with Large Language Models”- The New Stack column, by Jon Udell. Link“Claude 3: ChatGPT finally has a serious rival"- Understanding AI Newsletter by Timothy Lee. Link“Your guide to Google Gemini and Claude 3.0, compared to ChatGPT”- AI for Good Newsletter by TarenSK. Link"Which AI Should I Use?”- One Useful Thing Newsletter by Ethank Molik. Link“Microsoft promises Copilot will be a 'moneymaker' in the long term”- The Register. LinkThe Gartner Hype Cycle. LinkFuggedaboutit Cocktails “Bot” By Michael A McConachie- LinkThe Mobster Mirage Cocktail Recipe:[Verbatim, from the Fuggedaboutit Cocktails custom GPT]1 oz Whisky: Pick a good one, something with character but not too overbearing.1/2 oz Cointreau: For a hint of sweet citrus to brighten things up.1/2 oz Dark Rum: Adds depth and a bit of mystery.1/2 oz Fresh Lime Juice: To cut through the sweetness and add some zing.Dash of Simple Syrup: Only if you like it a bit sweeter, see?Garnish: Lime wheel or a twist, for that touch of class.Chill Your Glass: Get a nice cocktail glass and fill it with ice or stick it in the freezer for a bit to get it nice and frosty.Mix Ingredients: In a shaker, combine the whisky, Cointreau, dark rum, fresh lime juice, and simple syrup if you're using it. Fill that shaker with ice.Shake It Up: Shake it like you mean it, but with respectStrain: Strain it into your chilled glass. You want it smooth, with no ice chunks crashin' the party.Garnish: Add that lime wheel or twist. It's like the suit jacket on a well-dress

In this episode, we talk with Chris Heffernan, the co-founder and CEO of Dlivrd. Think DoorDash, but for restaurant catering and same-day food delivery. Chris shares his insights on marketing as a founder, and how it has helped him scale his business. He discusses Dlivrd's unique positioning in the delivery ecosystem, at the intersection of technology, logistics and customer experience. They’ve created a business culture around the importance of a positive driver experience and building strong relationships with their partners – Chris tips his hat towards the “Happy cows make better milk" slogan from California! And that’s the main thrust of their marketing too - focused on events that celebrate and engage the drivers, and then taking content from those events to share through media channels.Chris is a big proponent of using video in marketing, and shares his tips on how to get started with shooting your own material. He may not take all his business advice from Instagram(!), but he sure knows how to get attention through his very personality-driven videosKey Takeaways:Hosting driver events and creating engaging content from these events has proven to be an effective marketing tacticRealtors put their photos on business cards for a reason. How do you create that emotional connection?If you’re not comfortable with being on video, start with a voiceover and some b-rollChris believes in making marketing fun and enjoyable, focusing on projects that highlight the company's core values. If it’s not fun, he’s not interested! Resources:Check out Dlivrd’s story hereConnect with Chris on LinkedIn hereAnd watch the pizza challenge  video here!

Positioning is a fundamental part of marketing strategy. But it’s not always explicitly defined, particularly in small, fast-growing companies. In many cases, it’s based purely on the original intent of the founder, and reflects early-adopters. But as a business scales, it’s worth taking time to think through the Why/Who/How of your product or service, so you can develop the messaging and the Go-To-Market strategy that’s going to have an impact.Sharon Scott knows how to craft a positioning statement. As a marketing strategist and founder of OtterScope, Sharon works with companies to define their place in the market. And in this episode of The Marketing Mix, she shares the frameworks and strategies she uses to get to the “why” of brands and products.We also discuss how marketing acts as the bridge between internal stakeholders, and the alignment of Product and Marketing teams. And Sharon shares some thoughts on how AI might be used to assist in customer research and the positioning process.Key Takeaways:Positioning considers the "why" of a product combined with the "who" of the target audience, along "how" the brand adds valueEven for tech products, a user’s emotional response is an important part of the positioningDon’t underestimate the value of unplanned, casual conversations across teams to break out of the silosAI tools might not be ready to play a major role in positioning, but they can help with early customer research tasksConnect with Sharon: Find Sharon on LinkedInAnd check out OtterScopeA couple of good reads:Positioning: The Battle for Your Mind - by Al Ries and Jack Trout. One of the classic books on the subjectCrossing the Chasm by Geoffrey Moore. I mention this during the conversation with Sharon

To kick off Season Two, Steve talks about marketing topics that have been top of mind since the last episode. He talks about the current state of the LinkedIn algorithm, (not great, but better than the alternative!); the need to productize your offering, whether it’s an actual product or a service; and the importance of positioning and defining your niche.Steve also introduces his Marketing Mentor program, working with small businesses and their marketing “team of one” to build in-house capabilities and keep projects moving.Finally, he previews the line up for Season Two of The Marketing Mix. Links:“The End of Social Media” – The EconomistThe Marketing Mentor Program - More details Timestamp      Summary00:01:30           What’s wrong with the LinkedIn algorithm00:04:45           Some steps to improve the quality of your LI feed00:07:25           The Marketing Mentor Program00:08:50           Positioning, and finding your niche00:13:15           What’s coming up on The Marketing Mix

Search Engine Optimization; Demand Generation; and Content Marketing. Most of the conversations in this first season of the podcast have delved into one (or more) of these three key areas of marketing.In this final episode of Season 1, Steve selects a sound bite or two from each of his interviews,  to remind everyone how smart his guests are! And to zero in on the #1 takeaway from each episode. He recaps his discussions with marketing practitioners, business owners, and an author. And he looks forward to 2024...and Season 2 of the podcast.Clips from previous episodes include interviews with Charley Karpiuk, Katie Kingsberry,  Gia Laudi, Joan McGeough, Steffen Hedebrandt, Jesse Park, and Nikki Fabrizio. And they highlight discussions around how AI will impact SEO; how to run a better Google Ads campaign; asking your customers why they need your product; what a branding project looks like; why attribution matters; and how to maximize your investment in content marketing.Some of the key areas the guests talk about:Generative AI should not be used as a content generation tool for SEO, as it can be easily detected by search engines and deprioritized.Relevancy is crucial in Google Ads campaigns, with an unbroken line of relevancy between search terms, ad copy, and landing pages leading to successful campaigns.Messaging should be based on customer insights and experiences, rather than assumptions made by founders or marketers.Branding encompasses every experience that an audience has with a company, including visual, auditory, and emotional aspects.Customer stories can be found by working closely with sales teams, leveraging online reviews, and conducting interviews to gather authentic and engaging content.Marketing attribution should focus on making smart decisions by identifying activities that are wasteful and those that yield positive results. 

The term Account Based Marketing, or ABM. has been hijacked by companies promoting platforms and tech solutions. But in essence, it's a methodology for reaching strategic accounts more effectively.In this episode, Mason Cosby discusses the true definition of account-based marketing  and how it can be a viable strategy for smaller organizations. He emphasizes the importance of focusing on the strategy rather than the tools and technology associated with ABM. Mason shares his concept of "scrappy ABM," which involves using existing resources and tools to target strategic accounts and drive results. He also highlights the need for alignment between sales and marketing and provides insights into activation plays and the use of podcasts as an ABM tool.Key Takeaways:ABM  is fundamentally a B2B growth strategy that aligns sales and marketing around a set of shared target accounts.Smaller organizations can implement a scrappy ABM strategy by leveraging existing resources and tools to target strategic accounts and drive results.Activation plays, such as close lost campaigns and missed meetings, can be effective in re-engaging target accounts and driving pipeline growth.Podcasts can be a powerful tool in ABM as they provide an opportunity to build one-to-one relationships with target accounts

Every marketing book tells you to get closer to your customer. And honestly, we don't really need to be told that! But it's not always so easy to do that as part of your day-to-day - particularly if "customer research" means in-person focus groups or Voice of the Customer projects.Fortunately, getting customer insights is now much easier, with online platforms making it accessible to businesses with limited resources. And on this episode, I'm talking to Justin Chen, co-founder of one such platform, called PickFu.We discuss the types of questions online customer insights can be helpful with. We talk about combining this approach with A/B testing. And, of course, we look at how AI may change the landscape.Key Takeaways:Consumer research can be used for small decisions, like taglines or product photosSave your actual customer feedback for elements that are critical to the user experience Smaller B2B companies can now level the playing field by tapping into the quick-feedback dataA/B Testing can be problematic with low-traffic businesses. Supplementing with consumer insights can reduce the risk; and provide written feedbackNotes:Justin mentioned two podcasts that he listens to:Lenny's Podcast about product managementHidden Brain about human behavior

A recent Linkedin post got some traction by suggesting that not all businesses need a website.Which honestly, is a bit of a headscratcher.  As my friend Tim Peter wrote in a counterpoint, that's like saying you don't need a phone number or an email address to run a business.On this week's episode, I talk through why you DO need a website, even if it's just a simple one. I discuss the types of websites and their function; and give some pointers on how to work with freelancers or an agency to build one for your business.And if you want an example of a simple Wordpress site that didn't cost an arm and a leg, check out my new site for Solent Strategies.Links:Read Tim Peter's  Linkedin Post about websites hereSubscribe to his "Thinks Out Loud" podcast hereFind the Wordpress MarketShare Data here For more about building websites, listen to Episode 3 with Ian LoewAnd for the Bourbon/Chocolate experience, visit the Stitzel-Weller Distillery 

In this episode of The Marketing Mix, we’re talking to Nikki Fabrizio about the power of using customer success stories - otherwise known as case studies - in content marketing. Nikki shares her experience in producing both written and video testimonials for a range of companies. She stresses the importance of finding the right clients for case studies - ensuring you have a diverse set of customers featured - and showcasing realistic, believable applications that have brought them results. She also provides tips on conducting interviews with clients and ensuring their authenticity shines through in the case study.We go on to talk about the dynamics between sales and marketing teams when it comes to case studies, including the benefits of collaboration and whether you need to provide incentives to bring in good stories. Nikki discusses the different approaches required for written case studies and video testimonials, and the relative strengths of each format. And she emphasizes the importance of accessibility in video content and the need for captions to ensure inclusivity. Key Takeaways: Case Studies are a great addition to your content marketing mix. And they don’t require as much resource as you might think.Focus on the client as the hero of the story, showcasing their challenges, the solution provided, and the tangible resultsCollaboration between sales and marketing teams is crucial in finding the right clients for case studiesIncentives may not always be necessary to encourage customers to participate in case studiesWritten case studies are versatile, boosting SEO and easily shareable; while video testimonials can convey deeper emotion and authenticityLinks:Connect with Nikki on LinkedInNikki recommends two newsletters:Marketing BrewTotal ANNARCHY 

Marketing attribution sounds like a great idea. And in theory, it is. Particularly if you’re selling directly to customers via an ecommerce page on your website.In many B2B scenarios, though, you’re selling through distributors, channel partners or third party websites. It’s not easy to track a buyer from the moment they first interact with your brand, all the way until they buy a product. When you encourage your customers to purchase from a partner, that customer will - at some point - leave your brand ecosystem. So the trick for B2B marketers is to identify a conversion point that gives a strong buying signal in your system. And then evaluate your marketing effectiveness on reaching that conversion point. In this episode of The Marketing Mix, Steve walks through some approaches to identifying and measuring these conversion points. The first step on the path to building a marketing attribution model.Additional Information:Podcast episode discussing MQLs is here Drink of the Week - a Lodge Negroni

You’re spending money on PPC ads, on improving SEO performance, and attending multiple events. How do you know which of these investments is paying off? That’s what Marketing Attribution is all about.In this episode of The Marketing Mix, we’re talking to Steffen Hedebrandt, CMO and co-founder of Dreamdata, about the importance of marketing attribution for small and mid-sized B2B companies. We discuss the challenges of tracking complex buyer journeys, and the different attribution models that can be used – from First Touch to Last Touch and everything in between. Steffen highlights the importance of data hygiene, and making sure you have your processes set up to collect the right data at the right time.  So that you can then make informed decisions about marketing investments. And we talk about the limitations of Google Analytics for B2B attribution, where understanding account activity is as important as tracking individuals.Key Takeaways:Marketing attribution is about understanding the path or journey your customers take, to then focus on the most successful marketing tactics and scale them effectively. First-Touch Attribution: For B2B, particularly with long sales cycles, the first touch model can be very useful. It highlights the initial marketing activity that brings potential customers into the funnelData Collection: Start logging data as early as possible. Ensure your website is tracked appropriately, salespeople log their interactions in CRM systems, and other digital traces of customer interactions are captured effectively.Tracking Accounts. B2B attribution requires an understanding of Accounts as well as people, which Google Analytics can’t handle directly. A first party data solution is required.Connect with Steffen on LinkedInRead Dreamdata's take on Revenue Marketing hereAnd check out Dreamdata's B2B revenue attribution platformTimestamps02:30 Defining attribution05:50 Justifying the investment09:50 Comparing attribution models18:55 Importance of collecting data early on for analysis21:35 Limitations of Google Analytics for attribution27:20 Finding proxies for good outcomes and shorter feedback loops

Too many start-ups and small businesses waste their precious resources running Pay Per Click (PPC) campaigns without linking them to activity that drives new business. It’s easy to get dazzled by vanity metrics, instead of targeting prospects who are ready to make a decision. So on this episode, we’re talking about the best way to approach Google Ads and PPC advertising, with Katie Kingsbery, Senior Account Manager at RevKey.  Katie discusses the mechanics of Google Ads, the importance of keyword selection and ad copy, and the value of tracking conversions that are valuable to the business. Making sure that your campaigns are optimized to reach people further down the funnel, who are ready to buy. Katie  also shares tips for finding the right agency to manage Google Ads campaigns. Katie has seen this business from all angles - starting out on the media side with Tribune and The Wall Street Journal; then in the "belly of the beast" as an account manager at Google, and now with an agency, helping small businesses win in the PPC game. Key Takeaways: The Live Auction: It’s not only about having the best product; the placement of ads is determined by a live auction system that takes into account both the bid amount and the relevancy of the ad. The Foundations of a Successful Campaign: Two primary things to consider are keyword selection and ad copy, to reach users who are most likely to be ready to take a specific action, optimizing ROI. Offline vs. Online Tracking: Businesses can link offline interactions (like phone calls) to online ad spend, ensuring they have a full understanding of their campaign's success. Finding the Right Agency: Look for someone with transparency in pricing, and who doesn't make unrealistic guarantees about lead numbers. Where Katie keeps up with the latest in media and marketing: Media Post AdAge Search Engine Land Rand Fishkin, CEO at SparkToro Kara Swisher / Formerly of All Things Digital (WSJ)  Timestamps 00:02:20           How Google Ads work and the auction system 00:05:00           Using Google Ads for a small businesses 00:08:00           Importance of keyword selection and ad copy in Google Ads 00:13:40           Counting revenue, not clicks 00:23:50           Taking a campaign from good to great 00:29:30           Finding the right agency to help you succeed 00:31:40           Pricing models for PPC and SEO agencies 00:33:30           Recommended resources 

If you know that SEO stands for Search Engine Optimization, but aren’t sure where to get started, then this episode is for you.Charley’s experience at Conde Nast, Google, and a number of start-ups has given him an insight into how SEO can be used to fuel the growth for brands and businesses. And in this conversation, he explains the four pillars of SEO that he considers whenbuilding a strategy, and how he approaches each one.We also talk about when and how to find an agency or freelancer to optimize your search engine program; and which metrics will help to make that successful. And Charley shares some of the resources he uses to stay up-to-date on the ever-changing SEO landscape.Key Takeaways:Brand credibility is an important backdrop to your SEO programThe four fundamental pillars of SEO are on-page content, backlinks, technical optimization, and user experience.Quality on-page content that is valuable and useful to users is the biggest driver of success in SEO.Backlinks from authoritative websites indicate credibility and improve search engine rankings.SEO takes time, and anyone promising overnight success should be viewed with caution.Connect with Charley on LinkedIn here.Resources and tools Charley mentioned:Search Engine JournalThe Moz BlogJohn Mueller on the Google Search Central BlogAHRefs SEMRushTimestamps:02:00  Definition of SEO and its importance for businesses03:00  Reasons to invest in SEO: increased traffic, cost-effectiveness, brand credibility04:30  Importance of brand credibility08:15  The four fundamental pillars of SEO: on-page content, backlinks, technical aspects, and user experience09:00  The importance of high-quality on-page content11:30  Organic search, SEO and Search Engine Marketing13:30  Resources to learn about SEO17:00  Finding the right agency and working effectively with them24:30  Talking more about backlinks27:00  The switch to Google Analytics 4

When you think of marketing strategy, most people immediately refer to the Four P’s of Marketing – Product, Price, Promotion and Place. And while that’s a good starting place in theory, the reality of marketing - particularly in a small business or a start-up - is that you need a more action-oriented framework.On this episode of The Marketing Mix, I discuss a broader model known as PADE, which looks at the four pillars of marketing – Position, Awareness, Demand, and Enablement. By digging in to each of these areas, you can build a sound marketing plan, purposefully based around standard tactics.I talk about the Ideal Customer Profile (ICP) and buyer personas; why awareness is important (but tough to measure); the value of building a demand process, not just a set of tactics; and what you’re missing out on if you don’t pay attention to sales enablement.The PADE model is a solid framework for a Marketing Audit; it’s easy to explain to non-marketers; and it’s a useful communication tool as you roll out your plan across the broader organization.And since I didn't interview anyone on this episode (and so didn't ask for a favorite drink), below the resources, I've included  a nice summer cocktail recipe that I tried this weekend. Enjoy!ResourcesThe Four Pillars of Marketing (Steve's Linkedin article)Guide to Product Positioning by QualtricsBrand Awareness for B2B by Brew InteractiveHow to Create an ICP by Cognism5 Essential Steps in Demand Generation by GartnerGuide to Sales Enablement by Product Marketing AllianceThe Frenchie, from Shake: a new perspective on cocktails7.5oz of Rose Wine3 oz Cointreau1 cube of cane sugarFresh berriesMuddle the berries and sugar cube in a shaker. Add the wine, liquor and ice. Shake for 3 secondsStrain into a glass on the rocksTime Stamps:0:45 | Introduction to marketing models and their importance2:00 | Introduction to the PADE model2:45 | Explanation of the first pillar: Positioning4:40 | Importance of understanding ideal customer profile and buyer personas8:00 | Explanation of the second pillar: Awareness10:00 | Examples of awareness tactics and their impact11:30 | Explanation of the third pillar: Demand Generation13:00 | Importance of managing the lead process13:30 | Explanation of the fourth pillar: Sales Enablement15:20 | Overview of how the PADE model is used in practice

Steve interviews Jesse Park, President and Co-owner of amplifi. Jesse shares his journey of transforming the company from a print specialist to an agency that helps nonprofit organizations enhance their fundraising efforts , and how he built the marketing function from scratch. Jesse's background is not in marketing, but he recognized the need to improve the company's brand awareness and demonstrate their expertise by provide valuable resources to the nonprofit sector. Steve and Jesse discuss the challenges of marketing in a small business and the importance of aligning marketing efforts with business goals. Deciding on which of the pillars of marketing will have the most impact on growth - between brand awareness, product position, demand generation, and sales enablement – is critical when deciding on the initial strategy. They emphasize the need to hire for the specific skill sets that will drive results, rather than trying to find a marketing manager who can do everything. Jesse highlights their decision to intentionally repurpose content across different marketing channels and stages of the customer journey. By strategically using blogs, e-newsletters, case studies, webinars, and more, amplifi ensures their marketing efforts cover all areas of the sales funnel and drive both brand awareness and sales enablement. Managing a marketing team as a small business owner can be challenging, especially when juggling other responsibilities. Jesse talks about the importance of aligning marketing metrics with revenue and incentivizing marketing efforts accordingly; and clear communication and alignment between leadership and the marketing team. The episode concludes with Jesse's drink of choice for a fun marketing chat: a straight up scotch, or occasionally a James Baldwin cocktail for a unique twist on an espresso martini. Key Takeaways  Small businesses can build an effective marketing function with a single team member, so long as it’s backed by a clear strategy Content marketing plays a crucial role in establishing expertise and driving brand awareness, while also supporting sales enablement and product positioning. Align marketing efforts with the different stages of the marketing funnel to maximize impact and drive customer engagement. For the Founder or CEO, balancing marketing responsibilities with other business functions requires clear communication, prioritization, and a focus on revenue-related metrics.  Resources and LinksConnect with Jesse Park on LinkedIn."Rise above the noise" with amplifiRead Steve's post on "The Four Pillars of Marketing"The recipe for the James Baldwin cocktail at  Marcus B&P in Newark? Couldn't find it by that name, but try these out:  Chivas Espresso Martini  Revolver Cocktail (Bourbon-based)Timestamps:03:40| Creating a dedicated marketing function at amplifi06:20 | Hiring the right skill set09:00 | An intentional focus on content marketing12:00 | A marketing specialist or a marketing manager?19:00 | Marketing tactics to support the Sales Funnel26:00 | Incentivizing marketing team based on revenue metrics 

Steve talks with Joan McGeough, Chief Marketing Officer at the DAK Group, to discuss their recent rebranding project and the crucial role customer research played in informing their decisions. The DAC Group is looking to revitalize their visual identity and validate their messaging to better resonate with their target audience. Joan shares her experiences from the rebranding journey, from selecting the right agency, to getting feedback from their clients and stakeholders, and using that insight to develop a fresh visual style. This episode sheds light on the intricacies of rebranding, and the pivotal role of customer research in driving a successful branding project.Key Takeaways:- Customer research was the foundation of the rebranding process, allowing the company to gain insights into how they were perceived and validate their own self-perception.- The selection process for the external agency involved referrals, assessing credentials, and evaluating personal fit, ensuring alignment in understanding the company's vision and conducting research upfront.- S3, the agency chosen, embraced the idea of incorporating research as the foundation for creative elements such as design, color, and messaging.- The research findings pleasantly surprised the DAK Group by affirming that their core values and strategic approach were indeed perceived as they had intended.- Joan underscores the importance of obtaining authentic feedback to maintain authenticity and ensure the company's messaging truly resonates with customers.

Why are we talking about MQLs and SQLs?Funnel Marketing has dominated the last two episodes. First, it was the interview with Gia Laudi, author of "Forget the Funnel." Then I shared my thoughts on how the Funnel can be used effectively for start-ups and growth companies.Marketing Qualified Leads are a layer on top of the Funnel that bridges the gap between Marketing and Sales teams. So if you've just set up a stand-alone marketing team, or your Sales and Marketing folks just don't talk to each other, MQLs and SQLs can be a great way to improve communication and reduce friction.I explain how MQLs/SQLs work, and emphasize the importance of agreeing on definitions of each, between the teams; and I talk about the metrics to look at around the process.I also highlight some of the time-sinks that exist around the funnel - namely, Lead Scoring and Attribution. They may make sense for Enterprise organizations with well established marketing teams. But for most companies, they just suck up precious resources.I also mention a Generative AI session I participated in, run by Frederick Werhle and the San Francisco AMA. More info here.Some additional reading:Salesken.ai "Marketing Qualified Lead vs. Sales Qualified Lead vs. Sales Accepted Lead"Salesdorado: "Why Your Lead Scoring System is Probably Useless"

On the last episode, I talked with Georgiana Laudi, co-author of Forget the Funnel. And that led to questions around 'what, actually, is the Marketing Funnel"?!So this week, I explain some of the models that marketers use when we talk about Demand Generation.  And talk about the pros and cons of each.I describe the five stages of a typical Marketing Funnel - Awareness, Interest, Consideration, Conversion, and Loyalty; and use the example of Moo's marketing approach to highlight how this can be put into practice.Pirate Metrics were developed specifically for SaaS companies and tech start-ups; and I explain how that compares to the traditional funnel.And I introduce the concept of MQL/SQL - Marketing Qualified Leads and Sales Qualified Leads.Some additional reading on Funnel Marketing:Ahrefs: "Marketing Funnels - Everything You Need to Know"Semrush: "How to Build an Effective Content Marketing Funnel" And Pirate Metrics:The original blogpost from June 2007 by Dave McClureChasm Blog: What Is AARRR Pirate Metrics Framework?