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Integrate & Ignite | Marketing Insights to Inspire
35 minutes | 4 days ago
Episode 342: Five Bold and Brave Marketing Tips For Entrepreneurs With Kelly Miano Of Perennial
“Marketing is part science, part art. You need the soft skills in order to be successful.” Kelly Miano is the senior director of marketing at Perennial®, a human health science company dedicated to developing targeted, plant-based nutrition for adults 50+. She is a passionate marketing leader with 20+ years of experience in entrepreneurial and corporate environments. She has a strong track record of creating and executing innovative, integrated programs that build brands - from start-ups to iconic brands including Silk Soymilk, Madhava Natural Sweeteners, Smart Balance/Earth Balance, TCBY and Mrs. Fields. Kelly holds an MBA from the Leeds School of Business and BA in Ethnic Studies from the University of Colorado, at Boulder. Listen & Learn: Five tips to building a startup brand. Being brave and bold with your marketing. Measurement and creating future demand. Products do not sell themselves; marketing needs to be part of the mix. How to build authority around marketing in an organization that may not value marketing. The sweet spots and the signals to be aware of when assessing a growth strategy for startup brands. TO LEARN MORE ABOUT PERENNIAL, CLICK HERE. TO FIND KELLY MIANO ON LINKEDIN, CLICK HERE.
28 minutes | 11 days ago
Episode 341: Accelerating the Deal Cycle by Finding Your Ideal Customer With Jennifer Holtvluwer of Spirion
“If you’re not targeting the folks that can best benefit, you’re wasting a lot of time and resources on audiences that are never going to buy.” Jennifer Holtvluwer is the chief marketing officer at Spirion, the leader in data privacy and protection software. Their solutions discover, classify, and remediate sensitive personal data that are highly targeted by cybercriminals. Jennifer’s passion is to protect what matters most – the personal data privacy and data security of Spirion’s colleagues, customers, and the community. Spirion builds and delivers the most accurate data discovery and classification solutions on the planet so that we can ultimately protect humanity (yes, humanity) by eliminating data privacy breaches. Period. Jennifer is guided by the belief that customers don’t want fast and easy – they want accurate and persistent. Listen & Learn: Tips for finding your ideal customer. The importance of providing value sooner to your customers. Provide what is meaningful to your customers so you can better market to them. Why you should know your buyer’s consequence. Ways to move customers through the funnel to acquisition more quickly. Finding and messaging to your ideal customer to accelerate the deal cycle. Call LORI JONES today at 303-678-7102 to learn more!
40 minutes | 18 days ago
Episode 340: How Internal Communications Can Maintain a Strong Culture and ESOP Model During an Acquisition with Mark Lake of Roccor
“If we as a company are going to be profitable, the employee-owners should continue to be able to be profitable as well.” Mark Lake is chief technology officer at Roccor, a disruptive military and commercial hardware supplier in the rapidly growing small satellite market. He oversees technology and advanced product development efforts, multi-organization cooperative ventures, and strategic partnerships for technology capitalization. Mark started his career as a research engineer and program manager for NASA. He has published over 50 research publications in the field of aircraft and spacecraft structures and a book entitled, The Inventor’s Puzzle: Deciphering the Business of Product Innovation. He is also an Associate Fellow of the American Institute of Aeronautics and Astronautics and an adjunct member of the graduate faculty of the department of Aerospace Engineering Sciences at the University of Colorado. Listen & Learn: How Roccor developed a brand messaging structure that helps in their recruitment efforts and set the course for a dynamic culture that people flock to. How Roccor has maintained its culture tenets and ESOP model as it has transitioned to a high-growth company. The value of an employee-owned mindset. How an ESOP model helps in recruiting talent. How the company pivoted its messaging and thought leadership position during COVID. The importance of internal communications when you are a high-growth business. The values of honesty and transparency when being acquired. Marketing communications are vitally important during an acquisition. Call LORI JONES today at 303-678-7102 to learn more! TO LEARN MORE ABOUT ROCCOR, CLICK HERE. TO FIND MARK LAKE ON LINKEDIN, CLICK HERE.
31 minutes | 25 days ago
Episode 339: How Content Can Boost Your Brand’s Authority with Brad Smith of Codeless
“You can’t compete without a consistent way to build good links.” Brad Smith is the founder and CEO of Codeless, a content production company whose content has been highlighted by The New York Times, Business Insider, The Next Web, and thousands more. He is also the cofounder of uSERP, a digital PR company that helps connect its clients with leading SaaS, eCommerce, SEO, tech, business, and marketing sites to boost brand authority. Fast. Brad has been an in-the-trenches marketer for over a decade, rolling his sleeves up and doing all the dirty work from copywriting to SEO to marketing automation to site redesigns and more. All while working in-house, freelancing, consulting, and providing agency services to almost every industry that crosses your mind. As Brad sees it, companies today don’t need more content. They need better content that actually performs. His companies fix that by producing and ranking SERP-topping content in the most competitive spaces – tech, cybersecurity, finance, etc. – on the Internet. Listen & Learn: Understanding the types and styles that are ranking. Exploring search intent. Creating SERP-topping content. The strategy behind competitive keywords and building links. Recommendations and strategies for using images in your content. What should you have in your arsenal of content to boost coverage? Content strategies that build your brand’s authority. Call LORI JONES today at 303-678-7102 to learn more! TO LEARN MORE ABOUT CODELESS, CLICK HERE. TO FIND BRAD SMITH ON LINKEDIN, CLICK HERE.
36 minutes | a month ago
Episode 338: Scaling and Growing Your Brand Online with Janis Carmena, founder of eCommerce Queen Bee
“Starting your own Amazon store isn’t hard; don’t get overwhelmed.” Janis Carmena, founder of eCommerce Queen Bee, helps entrepreneurs to build their own private label product lines to sell on platforms like Amazon, Ebay, sales funnels and through their own website. I will guide you through the whole process and help you scale your business so you can quit your 9-5 and do something you love. She also developed Four Degrees of Brand, a course designed to help entrepreneurs get selling online fast and efficiently and help scale their products into a whole product line and brand. Listen & Learn: Defining your “zone of intelligence.” How to become an “attractive character” to grow your brand. Why authenticity is the new currency today. How to retail arbitrage. Letting Amazon do the work for you. How to compete on Amazon. The keys to growing and scaling your brand online. Call LORI JONES today at 303-678-7102 to learn more! TO LEARN MORE ABOUT eCOMMERCE QUEEN BEE, CLICK HERE. TO FIND JANIS CARMENA ON LINKEDIN, CLICK HERE.
39 minutes | a month ago
Episode 337: Creating Brand Authority with Curt Mercadante of Merc Enterprises
“There is no Easy Button. The same timeless principles that applied 25 years ago will apply 25 years from now.” Curt Mercadante, founder of Merc Enterprises, helps businesses and entrepreneurs increase their authority brand exposure to the right clients so they can make more money. For more than 25 years, he has counseled small business, entrepreneurs, as well as some of the largest corporations and associations in the country. He has built three profitable businesses, including a seven-figure public relations and advertising agency, is a Gallup-Certified Strengths Trainer, host of the Freedom Mindset Radio podcast, and author of the bestselling book, Five Pillars of the Freedom Lifestyle. Curt has spoken, trained, and coached around the world. His YOUThority Branding System helps brands build authenticity through consistency, truth, and third-party credibility. Listen & Learn: Breaking through the clutter with bold marketing. The four pillars for building an authority brand. Finding your ideal client. Focusing on what your clients want AND what they need. Authority vs. commodity brands. TO LEARN MORE ABOUT MERC ENTERPRISE, CLICK HERE. TO FIND CURT MERCADANTE ON LINKEDIN, CLICK HERE. Making our clients authority brands for 40 years. Call LORI JONES today at 303-678-7102 to learn more!
32 minutes | a month ago
Episode 336: Creating “Erasable” Strategic Plans with Becky Schol of the City of Longmont
“Go where people are; that doesn’t always mean physically, it means making things available 24/7.” Becky Schol is the communications and marketing manager for the Public Works & Natural Resources Department at the City of Longmont. As a marketing leader, strategist, and writer she is focused on community awareness and engagement. Becky began her career as a newspaper reporter, then directed communications for three Colorado municipalities and a top-5 Colorado marketing agency. She later served as the digital marketing leader for Boeing Global Services. She is certified in FEMA emergency communications and Pragmatic Marketing, and she is accredited by the Public Relations Society of America. Listen & Learn: Tips for creating meaningful and integrated plans. Why you shouldn’t push aside a strategy or a tactic without understanding your audience at a very deep level. The importance of relationship marketing as the basis for internal and external communications. Ways to collect and interpret data and then apply it to your strategic plan. TO LEARN MORE ABOUT CITY OF LONGMONT, CLICK HERE. TO FIND BECKY SCHOL ON LINKEDIN, CLICK HERE.
38 minutes | 2 months ago
Episode 335: Making Brands Human with Jacqueline Lieberman of BrandCrudo
“Every brand was started from a human being; that fundamental human truth needs to carry over for your purpose to resonate.” Jacqueline Lieberman is the founder of the brand strategy consultancy, BrandCrudo. She’s honed her no-B.S.-approach to marketing strategy over the years guided by one belief – when you make brands more human, you connect them to more people. Throughout her career, she has developed a narrative-based approach to traditional strategic planning to uncover the brand truth that resonates with audiences. She has worked with many brands, most notably for many of Unilever's iconic brands, Beech-Nut, General Mills, and most recently with Happy Family Brands and fintech disrupter, the Alternative Investment Exchange. Jacqueline applies both art and science to understanding human insight and to interpreting findings in order to unearth the real reason people should care about your brand. For Jacqueline, it’s all about finding a brand's raw truth and making it matter. Listen & Learn: The differences between mission, vision, and purpose statements. Finding the DNA of your brand. The building blocks for humanizing your brand. Why customers just want honesty from brands. Defining your brand’s points of parity and points of differentiation. Practical advice for thinking about your brand as human. Let us help you define your brand’s purpose and humanize it in order to truly connect with your key audiences. Call LORI JONES today at 303-678-7102 to learn more! TO LEARN MORE ABOUT BRAND CRUDO, CLICK HERE. TO FIND JACQUELINE LIEBERMAN ON LINKEDIN, CLICK HERE.
34 minutes | 2 months ago
Episode 334: Taking an Old School and Relationship-Focused Approach To Sales and Marketing with Author Bea Wray
“I care enough about WHO you are to KNOW who you are.” Bea Wray has five years of experience in personal branding and authority marketing. Her expertise is in strategic and partner marketing, gorilla marketing, company launches, and event management. She is also an author and keynote speaker on a wide range of topics including executive leadership, entrepreneurship, innovation, and women in business. Corporations increase employee engagement and excellence through her engaging presentations and active workshops on “Leadership Lessons,” professional development, and innovation. Associations and conferences hire Bea to energize audiences around collaboration, building personal brands, and leveraging networks to grow net worth. Her book, What an MBA Taught Me...But My Kids Made Me Learn, is available on both BarnesandNoble.com and Amazon.com. Listen & Learn: Why marketing is “more of a zipper than a snap.” How to forge stronger engagements that are less likely to break apart. Establishing marketing connectivity. How to embrace change and new technology while still staying grounded in the “Old School what works.” TO FIND BEA WRAY ON LINKEDIN, CLICK HERE. Marketing that creates relationships. Call LORI JONES today at 303-678-7102 to learn more!
29 minutes | 2 months ago
Episode 333: Staying on the First Page of Search with Chris Dickey of Visably
“If your PR doesn’t live beyond the flicker of the moment that it’s published, it has super limited value for a client.” As an owner and principal of a PR agency for over a decade, Chris Dickey has thoroughly explored the intersection of PR and search engine strategy. PR has always been a top-of-funnel marketing strategy, and Search, which on average receives six billion queries every day, is by far the world's largest product discovery platform. Yet brands typically approach toward search strategy through the narrow lens of advertising or SEO — largely ignoring the majority of high-value results that already exist on the first page of search. Chris' newest venture, Visably, is a new SaaS software the identifies a brand's footprint in search. Visably is currently in open-beta and available for anyone to trial it at no cost. Chris is passionate about helping brands reach their needle-in-the-haystack customer and evangelizing multi-channel search strategy, and Visably is poised to be an indispensable tool for PR and digital agencies. Chris has raised more than $700K to date. Listen & Learn: The power of product discovery through Search. Why vanity metrics don’t work when measuring your PR. What you can do optimize and a build search engine strategy as an additional component to your overall approach. Defining Search Engine Visibility. Amplifying and sustaining your brand’s voice at the top of the funnel. The intersection of PR and search engine strategies. TO LEARN MORE ABOUT VISABLY, CLICK HERE. TO FIND CHRIS DICKEY ON LINKEDIN, CLICK HERE. Get your brand on the first page of Search. Call LORI JONES today at 303-678-7102 to learn more!
33 minutes | 2 months ago
Episode 332: Video Marketing Strategies with Gideon Shalwick of Splasheo
“Unless you’re a Hollywood producer, don’t get too fancy with your production.” Gideon Shalwick is a serial entrepreneur who’s been creating content in the online video space for over a decade. Gideon launched Splasheo – a video captioning service made up of a team of real people who manually transcribe videos for brands and influencers, and then burn those captions directly into the video using engaging layouts – because he believes that captions…and not just native captions, but real, personalized captions…are what elevate video content to the next level. For Gideon, it is this personal touch that makes for true, authentic engagement. Listen & Learn: Sign-up to get your first four videos FREE by joining Splasheo today! Use this link for this $99 value! The goal of video is three-fold: attention, engagement, and action. Mistakes to avoid when creating a video marketing campaign. Creating a visual in the minds of your audience. Why video content is not about going viral, it’s about relationship building. How to segment your content into smaller pieces of content. TO LEARN MORE ABOUT SPLASHEO, CLICK HERE. TO FIND GIDEON SHALWICK ON LINKEDIN, CLICK HERE.
29 minutes | 3 months ago
Episode 331: Helping Emerging Brands Succeed on Amazon with Carolyn Lowe of ROI Swift
“I want to see emerging brands succeed. We don’t want to have a world of just Coke and Pepsi.” Carolyn Lowe founded ROI Swift in 2015 to help emerging consumer brands get expert help in Amazon, Paid Ads for Facebook/Instagram, and Paid Search. So many smaller businesses were being taken advantage of by paying agencies big dollars for no results, and Carolyn thought that was wrong. Her team grew an apparel and footwear company from $0- 12M in 18 months through paid Facebook and Instagram ads. In addition to helping her clients see larger profits, she is also an expert in e-commerce marketing communications, email marketing, market research, customer acquisition, lead generation, and agency management. Carolyn is a mom of two and a licensed pilot. Listen & Learn: Why “heavy and cheap” doesn’t work on Amazon. The importance of understanding your fees and the Amazon marketplace. Best practices for writing your listing and product description on Amazon. It comes down to sessions and conversations. Why an omnichannel approach is essential. TO LEARN MORE ABOUT ROI SWIFT, CLICK HERE. TO FIND CAROLYN LOWE ON LINKEDIN, CLICK HERE. Incorporating Amazon into your sales and marketing strategies. LORI JONES today at 303-678-7102 to learn more.
39 minutes | 3 months ago
Episode 330: Dispelling the Myths and Misconceptions of Reddit with Bethany Claypool of Fathom Events
“The more organic, the more authentic, the less salesy, the fewer ‘buy now’ messaging in our ads, the better.” Bethany Claypool brings more than 15 years of marketing experience to Fathom Events, where she serves as head of marketing. In her role, Bethany leads the development of custom-tailored marketing plans for more than 160 box office titles each year, ensuring the entertainment experience and success of each title while leading the strategy of Fathom’s advertising, event marketing, digital marketing, branding, sponsorships, and PR practices. Prior to joining Fathom Events, Bethany was the senior marketing manager at the University of Denver where she was responsible for creating, deploying, tracking, and measuring marketing strategies. She also gained experience at multiple advertising agencies, with a focus on employer branding and strategy development, and marketing for some of the world’s largest consumer package goods brands. Listen & Learn: Using Reddit to engage your community. Creative and strategic approaches with Reddit that build brand awareness and audience connection. How to integrate social media with Reddit. Dispelling the myths and misconceptions of Reddit. Where should you start on Reddit? Why it’s important to enter the Reddit platform as a user first. TO LEARN MORE ABOUT FATHOM EVENTS CLICK HERE. TO FIND BETHANY CLAYPOOL ON LINKEDIN, CLICK HERE.
36 minutes | 3 months ago
Episode 329: Leveraging YouTube to be a Lead-Generating Machine with Nate Woodbury of Be The Hero Studios
“How would you feel if a competitor’s ad was shown right before your video? It’s actually a very good thing.” Nate Woodbury, owner of Be The Hero Studios, is a YouTube producer, currently producing a variety of "How To" YouTube channels. He helps his clients grow their YouTube following and turn their channels into lead generation machines that generate seven figures. His largest channel generates over $1M per month all from organic YouTube traffic. The strategic videos Nate produces ensure that customers find his clients, and more importantly, trust them. Nate is a master of efficiency and his brain always thinks in reference to the end result. He believes that activity without a focus on results is a waste of time, so he is always innovating ways to minimize time and expense and maximize results. Listen & Learn: How to tap into the 1.9 billion active YouTube users. Why what you are sharing will ultimately make all the difference. Why “how-to” videos work so well. The importance of authenticity. The four ingredients to a powerful YouTube strategy. How to get an abundance of traffic to your YouTube channel. TO LEARN MORE ABOUT BE THE HERO STUDIOS, CLICK HERE. TO FIND NATE WOODBURY ON LINKEDIN, CLICK HERE.
26 minutes | 3 months ago
Episode 328: Aligning Sales and Marketing with Craig Klein of SalesNexus.com
“If it weren’t for salespeople, our entire economy would crumble.” Craig Klein is the founder and CEO of SalesNexus.com, a leading CRM, marketing automation and lead generation solution for sales teams from 10 to 100. He’s also the author of Inside-Out Selling, a guide to growing and managing sales teams. Prior to founding SalesNexus, Craig spent 15 years building and leading sales teams selling multimillion dollar, multi-year contracts to energy companies like ExxonMobil, BP, Shell, and Chevron. The long, complex selling environment within these energy behemoths gives Craig a keen sense of the risk of misallocated sales time. Craig’s belief that business growth is the engine of human advancement has led him to serve as a mentor to students in the University of Houston’s Wolff Center for Entrepreneurship. Listen & Learn: His approach to organizing the sales and marketing teams so they can connect to customers. The “Four Steps to Market Domination.” The difference between lead generation and lead nurturing. How email marketing is a wonderful laboratory to test messaging. How to create an effective email marketing campaign. Finding your perfect customer. TO LEARN MORE ABOUT SALESNEXUS, CLICK HERE. TO FIND CRAIG KLEIN ON LINKEDIN, CLICK HERE.
27 minutes | 4 months ago
Episode 327: Resiliency Marketing with Randall Scott White
“Get out there and make some exciting things happen for your brand as if you didn’t have a budget!” Randall Scott White is a driven innovator recognized for his proven business results. Throughout his 20-year career, he has been in marketing and Internet leadership positions with Clear Channel Radio, Dave's Killer Bread, Safeway, Urban Airship, and several major technology companies. His expertise is in brand integrity and reputation, corporate crisis management, product development, virtual reality, augmented reality, and effective content creation. An entrepreneur who celebrates creativity and originality, Randall is taking his career to the next level and pioneering the concept of what he calls, “resilience marketing.” Listen & Learn: What should be in your resiliency marketing tool kit. The five-step process to creating a resilient marketing strategy. How to monitor your brand’s voice in the marketplace. Do “friendly battle” with your competition. Strategically responding to negative reviews. TO FIND RANDALL WHITE ON LINKEDIN, CLICK HERE.
35 minutes | 4 months ago
Episode 326: Startup Marketing Tools and Tips With John King of Cognite
“The starting place is about attention; how you are going to get into somebody’s mind and get into a position that they remember you.” As VP, Head of Marketing for Cognite North America, John King drives the development and execution of the company's global marketing, communications, production, and media strategy. An early executive at the company, John built and manages the marketing organization, is the founding editor and production director of the quarterly publication, Cognitive Times, and founding producer of the company's annual global tech conference, Time Machine. John is in what he calls, “a constant state of learning,” and is a thoughtful leader driving his team to be analytical, creative, collaborative, and in a state of perpetual improvement. Listen & Learn: How a great story can transform your audience. The importance of gleaning anecdotal data from customers. How product evolution is a big indicator that you’re ready for the next stage. How to set benchmarks throughout the many stages of business startup. How to make a mid-stage shift in strategy. What you need to know about AI, IOT, cybersecurity, and collecting data. TO LEARN MORE ABOUT COGNITE, CLICK HERE. TO FIND JOHN KING ON LINKEDIN, CLICK HERE.
31 minutes | 4 months ago
Episode 325: Connecting the Dots Between PR and Social Media With Jennifer Livingston of Atkins Nutritionals, Inc.
“Traditional media relations just isn’t enough anymore.” Jennifer Livingston has worked in PR and marketing for 16 years. She has worked in the entertainment industry – managing Red Carpet events – and with nonprofits. Since 2012 she has worked for Atkins Nutritionals, Inc. where she manages all PR and social media for the organization. She is responsible for all corporate communications, celebrity endorsements and ambassador deals, the PR for product launches, as well as for advocacy and outreach to the nutrition and medical communities. Jennifer has an innate passion for marketing, communications, and media, and loves to help others thrive and find their voice in this industry. Listen And Learn: Insights into running social media strategies in parallel with PR. Utilizing success stories and customer testimonials as part of PR and social strategy. Tricks to measuring and reporting social engagement. Tips to implementing a successful influencer strategy and creating partnerships. How to find and create advocacy with brand ambassadors. How social listening can help you measure success as well as insert your brand into the conversation. TO LEARN MORE ABOUT ATKINS NUTRITIONALS, CLICK HERE. TO FIND JENNIFER LIVINGSTON ON LINKEDIN, CLICK HERE.
34 minutes | 4 months ago
Episode 324: The Seven Marketing Must-Haves to Creating a Successful Brand Eco-System with David Lemley of Retail Voodoo
“When a brand gets clear on why they exist and what kind of contribution they want to make to society, that automatically puts them into the better-for-you space.” David Lemley is a brand strategist with a strong history in restoring growth to declining brands, developing new brands, and accelerating growth on established brands. He is the president and head of brand strategy for Retail Voodoo, a firm that helps specialty food and beverage brands address their toughest growth challenges. David focuses on the growing Better-For-You category and has worked with big brands like Starbucks and REI and Kind Bars to name a few. He loves nothing more than to dig in deep to figure out what it takes to build a strong and lasting brand. His expertise in brand strategy, innovation, consumer markets, and consumer behavior builds brand awareness and equity. Listen & Learn: Defining what makes a Better-For-You brand. His philosophy for making your competitors irrelevant through positioning. The differences between making assumptions versus implementing strategies when marketing better-for-you brands. The importance of figuring out your brand’s mind, body, and spirit. Creating “impressive brand story telling.” TO LEARN MORE ABOUT RETAIL VOODOO, CLICK HERE. TO FIND DAVID LEMLEY ON LINKEDIN, CLICK HERE.
30 minutes | 4 months ago
Episode 323: The Importance of Amazon as Part of Your Marketing Mix with Kiri Masters of Bobsled Marketing
“eCommerce and Amazon might be the only channel that is actually performing for some brands and keeping the rest of the business afloat.” Kiri Masters is the founder and CEO of Bobsled Marketing, which helps consumer product brands grow their sales on Amazon. Kiri is also a contributor to Forbes, the host of the Ecommerce Braintrust podcast, and the author of two books, The Amazon Expansion Plan and Amazon for CMOs. Recently, Kiri and the Marketplace Institute team have launched the "Amazon Hotline," where members can get on-demand, real-time answers to critical questions, and join a mastermind of peers to workshop issues and opportunities as a small group. Listen & Learn: Tips on what every marketer should do when they are putting a product on Amazon. Why brands need to take advantage of Amazon’s full-channel capabilities. During the COVID pandemic, how can businesses use the Amazon marketplace to keep their brands active and relevant? 15% of all sales are eCommerce, and 50% of those come from Amazon. How has your brand integrated an Amazon strategy into your marketing mix? How buying habits have been fast-forwarded because of COVID-19. The difference between “exploring and picking” when customers are buying online. TO LEARN MORE ABOUT BOBSLED MARKETING, CLICK HERE. TO FIND KIRI MASTERS ON LINKEDIN, CLICK HERE.
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