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The Scott King Show
30 minutes | Mar 14, 2019
How to Find Your Next Great Idea – Dave Birss
Dave Birss spent the majority of his career in the world of advertising, both as a copywriter and an art director. He ended up leading the creative departments of some of London s biggest and best agencies. This experience led to him writing more, philanthropy and video production. Dave s latest book, “How To Get To Great Ideas“, proposes a new theory of creativity. It explores what makes some individuals more creatively productive and shows how businesses can encourage creative thinking in the workplace. In this episode, Dave talks to me about how to find great ideas and why most people look in the wrong places. Enjoy, and be sure to download a copy of Dave’s prerelease book “Out of My Mind.” Questions During the Podcast You dedicated your book to everyone that has felt like an outsider, what is that about? Why do employees continuously conform? How far outside of the norm do people need to look for new ideas? What are great ideas? Is there such a thing as a new idea or just reuse of an old one? I liked the part of the book about Heimo Hammer and how he asks for inspiration through everyday observations. He is crowdsourcing great ideas. Why don t other companies do this instead of suck the life out of employees and force them in to open office spaces? Garbage in Garbage out is an analogy for so many things. How does this relate to ideas? How can employees broaden their view and potential inputs? Who or what do you listen to or read to get your great ideas? If you didn t have any responsibilities at home or work next week what would you do with your time? Contact Dave Free Book Offer: https://davebirss.com/scottking Twitter: @davebirss The post How to Find Your Next Great Idea – Dave Birss appeared first on Scott King.
35 minutes | Mar 7, 2019
How to Formulate a Better Story – Carla Johnson
Carla Johnson is a world-renowned storyteller. Over the last two decades, Carla has helped architects and actuaries, executives and volunteers, innovators and visionaries leverage the art of storytelling to inspire action. In this episode, Carla provides several successful examples of B2B companies using interesting formats and methods to tell better stories. She describes in great detail how Emerson and Lincoln Electric have taken seemingly boring products and transformed them to create heroes. Carla then provides her formula she uses to structure better stories. She uses the same structure that Pixar uses to create hits like Cars, Toy Story and WALL-E. Once upon a time there was ___. Every day, ___. Until one day ___. Because of that, ___. Until finally ___. “Once upon a time,” sets up the context for the hero. “And, every day” defines the every day life of the potential hero. “Until one day,” adds conflict and tension to the story that the hero must overcome. “Because of that,” describes the action or change the hero implements in order to change the outcome. “Until finally” describes the outcome and victory. Questions During Podcast Why the focus on Storytelling? Any specific brands that are telling good stories? Who tells a better story? Do you follow a certain structure or formula to tell stories? How can we stand out from the competition through the art of Storytelling? Where can we look for new innovative ideas? What is the story your friends ask you to repeat? Who or what do you listen to or read to get inspiration? If you didn t have any responsibilities at home or work next week what would you do with your time? Links and Mentions Kathy Button Bell Emerson Lincoln Electric Craig Coffey Arc Magazine Nick Offerman Jessi Combs Buzzfeed lays of 15% of its employees TED – The Clues to a Great Story Tim Washer is the creator of Cisco s The Perfect Gift for Valentine s Day Podcast – Curious Minds Contact Carla carlajohnson.co email@example.com Twitter: @carlajohnson Book: Experiences: The 7th Era of Marketing The post How to Formulate a Better Story – Carla Johnson appeared first on Scott King.
20 minutes | Feb 28, 2019
Working Smart – Dave King
Dave King is head of global marketing at Asana. He dedicates his time demonstrating why Asana is the best way to manage projects and tasks. He monitors Asana s brand and leads growth to build the Asana community. Previously, Dave led the marketing teams at Percolate, Highfive, and Salesforce Community Cloud. Dave holds a B.S. from Duke University, in Psychology and Cognitive Science and an MBA from the Stanford Graduate School of Business. The average knowledge worker spends 60% of their day coordinating their work. In this episode, Dave explains the waste many marketing departments produce and how working smart produces better results. He touches on the rise of the growth hacker and how metrics derived from these process experts improve marketing channels. Dave then provides insight on how removing “work about work” increases time to produce creative that will ultimately drive your business. Questions During Podcast What is Asana? Why do people use Asana? Are many of your customers marketing teams? You re launching a new product for marketing teams. Can you tell me more? What problem does it solve for marketers today, and how does this fit in with all the tools that marketers already have available to them? How do you anticipate companies / customers using the product? Who or what do you listen to or read to get inspiration? What do people ask your advice on? If you didn t have any responsibilities at home or work next week what would you do with your time? Links and Mentions Scott Brinker’s MarTech stack Podcast – Hardcore History by Dan Carlin Walter Isaacson Measure What Matters – John Doerr TED – Why the secret to success is setting the right goals Free Asana Trial Contact Dave Website: Asana.com LinkedIn: Dave King Twitter: @dbkinger The post Working Smart – Dave King appeared first on Scott King.
25 minutes | Feb 21, 2019
You Think You Know but You Don’t – Lauren Waldman
Lauren Waldman is The Learning Pirate. Lauren is revolutionizing organizational learning. She s a board certified training and development professional. She has spoken all over the world helping businesses and knowledge workers rediscover the power and pleasure of learning. Lauren and I talk about how we are taught and how that is different from the way we learn. She speaks on information recall and how you think you know information but you don’t. Lauren then talks about the patterns and limits we impose on ourselves and how to engage employees and customers. The best way to engage an employee is to engage a human. [Click to Tweet] Chasing your curiosity will drive your continuous learning. [Click to Tweet] Questions During Podcast You speak about neuroscience and learning. It seems this is a different view on traditional learning. Why is it different? When you state technology, what do you mean? How long is the feedback loop on changing the way we are taught? Are Montessori schools ahead of the curve? Why aren t we taught how to concentrate or how to learn? Do you have a story of when you witnessed an amazing transformation? What was it? Can it be repeated with others? When people seek help, how do they come to the realization? What are some things we can do to upgrade ourselves? What are some things we all can do to become better students? Who or what do you listen to or read to get inspiration? Where does your curiosity take you? If you didn t have any responsibilities at home or work next week what would you do with your time? Links and Mentions Dr. Eric Kandel Phantoms in the Brain: Probing the Mysteries of the Human Mind V. S. Ramachandran Contact Lauren learningpirate.com Lauren on LinkedIn Instagram The post You Think You Know but You Don’t – Lauren Waldman appeared first on Scott King.
24 minutes | Feb 7, 2019
The Content Bullseye – Jay Gibb
Jay Gibb is the founder and CEO of B2B SaaS company CloudSponge. At CloudSponge, Jay and his teams help thousands of businesses drive growth by enabling users to create recipient lists directly from their address books without leaving your website. In this episode, Jay talks with me about the most important content marketing piece – the case study. Jay also describes another marketing piece he calls a “tear down.” Tear downs are user videos his product management teams use to show UI experiences. Questions During Podcast What is CloudSponge? How do you compete with the social media platforms like Facebook? Who is your typical customer and what is their challenge? What do you consider the biggest challenge for your marketers? When did you realize your content strategy needed to be refocused? Where do you redirect users landing on all of your deleted articles? What is the ultimate piece of content? Do you have a formula you use to obtain a case study? What is the “Tear down?” Who or what do you listen to or read to get inspiration? If you didn t have any responsibilities at home or work next week what would you do with your time? Closing thoughts? Links and Mentions CloudSponge Facebook Punchbowl Greenvelope Stitch Fix Castro Podcast – Startups For The Rest Of Us Podcast – Drift – Seeking Wisdom Podcast – Fixed That for You Contact Jay Website: CloudSponge.com Jay on LinkedIn The post The Content Bullseye – Jay Gibb appeared first on Scott King.
34 minutes | Jan 24, 2019
Building Trust – Jason Treu
Jason Treu is an executive coach who works with executives, entrepreneurs and rising stars to maximize leadership potential and performance. He also helps us build and execute our career blueprint. He’s the best-selling author of Social Wealth, a how-to-guide on building extraordinary business relationships and creator of the team building game – Cards Against Mundanity. In this episode, Jason talks about psychological safety, vulnerability, building trust and investing in yourself. Questions During Podcast Who calls an executive coach and why? What does the top 1% do that others don t? Why do you think some teams lack 100% participation? Why is psychological safety important? How long does it take to transform the mindset of a low performing team? Who or what do you listen to or read to get inspiration? What do people ask your advice on other than sales coaching? If you didn t have any responsibilities at home or work next week what would you do with your time? If someone had a question for you Jason what is your favorite way to be contacted? Closing thoughts? Links and Mentions Project Aristotle The CEO Next Door – Elena L. Botelho Dare to Lead – Brene Brown Tasha Eurich Rich Roll Podcast Finding Mastery The Ivy Podcast Harvard Business Review Contact Jason Website: https://jasontreu.com/ eMail: firstname.lastname@example.org The post Building Trust – Jason Treu appeared first on Scott King.
27 minutes | Jan 17, 2019
Evolution of Push Notifications – Lydia Fayal
Lydia Fayal is an expert on streamlining on-line business strategies. She has a unique background for marketing. She first attended Penn Law and Wharton before starting her own business. She then founded a venture-backed edtech startup and became an expert marketer at both B2C and B2B startups. She s currently at OneSignal, a SaaS company that powers customer engagement for over half a million developers. Topics Covered During Podcast Converting customers is on the initial visit is increasingly difficult. Marketers rely on all types of technology to encourage visitors to return. How has this evolve and where do you think it is going? Only 2% of traffic converts in an initial visit. To convert the other 98% you have three options: retargeting ads, remarketing emails, and web push notifications. Website visitors who are remarketed are 70% more likely to convert. Retargeted ads can surprise customers and create a creepy experience. This, combined with ad blockers, make retargeting less effective when it comes to driving reengagement. Web browser companies are further complicating the matter. Earlier this year, Google added a built-in ad blocker to the latest update of Chrome, automatically blocking ads on pages that are particularly distracting. Last month, Apple added Intelligent Tracking Prevention (ITP 2) to the newest version of Safari (the majority of US traffic is on Safari). This means that when a visitor abandons their cart, you can t rely on retargeted ads on other websites to get them back. Questions During Podcast How long have you been marketing mobile products? What does OneSignal do? How has the push notification evolved? What is the psychology of the push notification? Do you have statistics on how well mobile reengagement works? How often do you have to make changes to your solution as new versions of operating systems and browsers are released? How does an Alexa push notification work? What are your thoughts on ad blockers? If you had to pick one retargeting method, what would you pick and why? What do you think is the biggest challenge is for traffic generation marketers? Out of your 500,000 developers, how many segments do you use to target them? What is the best buyer persona you have ever seen? Do you look at social media profiles to target your personas? Do you have a story of how you obtained a branded case study that you previously thought was impossible? Who or what do you listen to or read to get inspiration? If you didn t have any responsibilities at home or work next week what would you do with your time? Closing thoughts? Links and Mentions OneSignal Lee Monroe Masters of Scale podcast How I Built This podcast Lauren Vaccarello Brand Thinking and Other Noble Pursuits – Debbie Millman James Altucher podcast Contact Lydia LinkedIn: https://www.linkedin.com/in/lydiafayal/ The post Evolution of Push Notifications – Lydia Fayal appeared first on Scott King.
26 minutes | Jan 10, 2019
How to Differentiate Sameness – Amy Franko
Amy Franko (@AmyFranko) built a successful and lucrative B2B sales career with global tech giants IBM and Lenovo. She then took a 180° pivot into entrepreneurship in 2007, launching a training company, Impact Instruction Group. Amy specializes in sales training and leadership development programs and is the author of The Modern Seller. Amy talks with me about sameness, differentiation, time management and continuing education. Questions During Podcast What is a modern seller? What makes them different? How much does a modern seller need to differentiate themselves? Is it a big or small difference? What tips do you normally provide for quickly implementing agile sales methods? You invested a lot in the book about continuous learning. What percentage of sales leaders are investing in continuous learning with their teams? Do you think salespeople are better or worse at time management? Why? Who or what do you listen to or read to get inspiration? If you didn t have any responsibilities at home or work next week what would you do with your time? Closing thoughts? Links and Mentions The Goal– Eli Goldratt More Sales Less Time – Jill Konrath When – Daniel Pink Freakonomics – Steven D. Levitt, Stephen J. Dubner Contact Amy Amyfranko.com LinkedIn: https://www.linkedin.com/in/amyfranko/ Twitter: @AmyFranko The post How to Differentiate Sameness – Amy Franko appeared first on Scott King.
26 minutes | Dec 20, 2018
How I Tested 75,000 Pieces of Content – Brendan Kane
Growth strategist Brendan Kane has constructed applications, platforms and campaigns for celebrity clients for Taylor Swift, Rihanna, Katie Couric, Michael Strahan, and supermodel Adriana Lima. Brendan authored One Million Followers: How I Built a Massive Social Following in 30 Days and provides some of the stories resident in his book. Listen in to find out how he tested 75,000 pieces of content to save his client over $31,000,000 in user acquisition costs. Questions During Podcast Your book title says it all One Million Followers: How I Built a Massive Social Following in 30 Days. What s the trick? Are there common variables you look at when testing content for B2C and B2B? What should B2B marketers do to optimize content? What did you learn from working with Taylor Swift s that can apply to B2B? Is there a campaign that you knew would be great but ended up not working well? Who or what do you listen to or read to get inspiration? If you didn t have any responsibilities at home or work next week, what would you do with your time? Closing thoughts? Links and Mentions Taylor Swift Fab Fit Fun MTV Contact Brendan LinkedIn: https://www.linkedin.com/in/brendanjkane/ Facebook: https://www.facebook.com/BrendanJamesKane/ Website: onemillionfollowers.com Book: One Million Followers: How I Built a Massive Social Following in 30 Days The post How I Tested 75,000 Pieces of Content – Brendan Kane appeared first on Scott King.
25 minutes | Dec 13, 2018
One Team – Sangram Vajre
Sangram Vajre (@sangramvajre) is the Co-Founder & CMO of Terminus, an account based marketing platform. He is also the author Account-Based Marketing For Dummies and is the mastermind behind #FlipMyFunnel. In this episode, Sangram talks about how sales and marketing can produce more results by measuring both teams by one scorecard and act as One Team. Questions During Podcast What do you consider the biggest challenge for CMOs and marketers today? How do we overcome these challenges? How do you see digital marketing or digital experiences evolving? What data points or KPIs do you monitor in order to optimize? What was one of your most successful campaigns? What made it effective and how did you measure that? Describe a time when a project you were overseeing did not go well? What did you learn from that and how do you avoid that from happening again? Who or what do you listen to or read to get inspiration? If you didn t have any responsibilities at home or work next week what would you do with your time? Closing thoughts? Contact Sangram Twitter: @sangramvajre LinkedIn: https://www.linkedin.com/in/sangramvajre/ Podcast: Flip My Funnel Book: Account-Based Marketing For Dummies The post One Team – Sangram Vajre appeared first on Scott King.
27 minutes | Dec 6, 2018
How to Produce Better Webinars – Todd Earwood
In this episode of the podcast, I talk with, Todd Earwood. Todd is the founder and CEO over at Money Path where he and his team build growth campaigns using several tactics, but most importantly webinars. He does it so well the folks over at Hubspot and GoToWebinar encouraged him to help others and share his formula. Todd talks to me about his webinar secrets and offers some advanced tips on how to leverage your webinars. Questions During Podcast How many webinars do you think that you’ve done over the years? Do you think webinars are more centric to a technical sale or are you guiding people to use webinars in other industries? Your email research found webinars are the second most prominent follow-on offer? Why do you think that is? How do you see webinars evolving? Do you think, they’re going to be more prominent, less prominent? How would you guide a senior marketer with their next webinar? How can we produce better webinars? What’s one of your, most successful webinars that you can recall? What made it so effective? How did you measure the success of your customer’s niche webinar? What you do or read or listen to or watch to stay on top of your game? What people ask your advice on other than marketing and sales? If you didn’t have any responsibilities at home or work, what would you do with your time next week? Contact Todd Earwood Website: https://www.webinarworks.io/ LinkedIn: https://www.linkedin.com/in/toddearwood/ Transcription Scott: Well, hey everyone. This is Scott and thanks for downloading the latest episode of the Scott King Show where I talk with sales and marketing leaders from all over the world on how they are building their brands and growing their businesses. Today’s guest is Todd Earwood. Todd is the founder and CEO over at Money Path where he and his team build growth campaigns using several tactics, but most importantly webinars. He does it so well the folks over at Hubspot and GoToWebinar encouraged him to help others and share his formula and he’s going to give us some tips on whatever his webinar formula is and I’m very interested because I myself have probably done over 200 webinars in the past and I guarantee you I’m going to learn something from Todd. So, Todd, welcome to the show, Todd: Scott, man great to be here. Thanks for having me. Scott: It’s my pleasure. And like I said, you know, we were talking earlier about, about webinars and they’re a pretty easy vehicle. Most people that listen to the show have either produced a webinar or have attended one either live or recording the webinar. I’ve got a friend that actually has done a 24-hour webinar. I’m really curious about what you’re going to teach us about what you’ve learned, and what tips you can provide us to make a more engaging and entertaining a webinar. How many webinars do you think that you’ve done over the years? Todd: Oh Man, I mean the hundreds. I don’t, I’ve way past losing count, right? It’s something that I built as a good lead driver or lead accelerator for my software companies in the past. After I was done building software, I went towards the consulting route where we’re helping companies build, as you read it earlier, the marketing and sales campaigns. I found that the number one thing I could do was take- take a deep dive into what are the direct response marketers doing. How do you take out the sleaze of some of the methods they use and use it for us on the corporate business side. Then, marry this with the whole intent of driving segmented qualified sales leads. Scott: Yeah. It’s interesting you talked about software. I don’t know if I have my blinders on as well since I’ve always sold software. You know, we’ve always used webinars. Do you think webinars are more centric to a technical sale or are you guiding people to use webinars in other industries? Todd: Definitely other industries. What really led me to go really deep on webinars was a research project I completed. I think B2B SaaS companies are the world’s best content marketers. I think almost by necessity if you’re going to- if you believe in the whole education model for marketing, I think B2B SaaS people are the best at it. So, what I did was I found a public ranking of the top 300 SaaS companies and then I opted into their some piece of gated content that was on their homepage. Then, I hired two data scientists to track all of the data points about how people email a cold lead and what do they do to nurture it. What came out of that was a ridiculous amount of research. I was shocked because the number one thing that SaaS companies email cold prospects about, or in this case at the top of funnel prospects. They email number one about, you know, blog posts, basic content on the website. Number two is a webinar. That made me dive deeper into why is the second most popular content type of an email going to be a webinar and now I’ve gone so far down the rabbit hole, I can’t come back out. Scott: Wow. Why do you think the webinars were number two? I mean, I could guess, but did the research like explicitly tell you a definitive answer or are they just one. They [laughter] I mean, they’re easy to produce and they’re easy to consume. So, is that the reason or was it something else? Your email research found webinars are the second most prominent follow on offer? Why do you think that is? Todd: What I’ve been kind of extrapolated from all the data and then by talking to enough people is, it s a, high-intent high-value proposition for both sides. So you’re going to add more value in that then you will a blog post or an e-book or a social posts to the prospect and the prospect is giving you so much of their time and their attention. And of course, as you said, it’s easier to produce. So, we’ve got all the technology, webinar tools now to track everything you do. If you’re looking at another screen, did you click on the poll? All those things. So, I think it was just a matter of both parties win with a webinar. If you’re willing to invest the time and learn and sit in front of the computer and let someone presenting information to you, then you can also get on the prospect side. I’m going to hopefully learn something and not get schemed into a sales pitch when really, I was told I was going to learn something. So, I think both parties can win from it. And if you think about it, most of these bigger SaaS companies and when your ranking the top best a revenue was a variable in this third-party list. They have more resources and time. I think bigger companies ere on the side of webinar because they know it’s high value and they had the time and resources to produce them. Not everyone on the smaller side I think has. Scott: Yeah, it’s a good conversion point too, between sales and marketing. Everyone always argues that with each other. Sales isn’t doing their job. Marketing isn’t doing their job. A webinar when someone attends and actually watches it or a meeting, they’re really good conversion points. You can more easily hand off a conversation if someone is already consumed all of your content and they’re interested just like in a meeting. So, I agree. I love them, because, one, they’re easy to consume. And luckily, we have a video player in our pocket at all time with the mobile device. Todd: Right. How do you see webinars evolving? Do you think, they’re going to be more prominent, less prominent? Todd: Yeah. So, it’s interesting. I have my thesis, you know, has been kind of tested and tested and tested over the last few years. Hubspot figured out what I was doing and then GoToWebinar. Now I’ve got external data points where they’re helping me piece this together and so that’s become more clear to me. I don’t think the term webinar is obviously like you said, it’s old. Most of us have done them time and time again. I think the format of video and producing content where someone is more engaged in that and he hadn’t can commit more time and be tracked on what they’re doing. I think that whether you call it a webinar or whatever the new thing they’re going to call them but is only going to grow and knowing some of the things about go to webinars roadmap, where they’re taking it is exactly what you’re thinking Scott. It’s a video and it’s a great way to produce a video without hiring a videographer and we have all the screenshot capability. If you can add that in and mix it into your marketing automation software and track it properly, it becomes really really powerful. So, I think that’s where it’s headed now it’s not really that focused today. People are still using the traditional – I need registrations and then I’ll do a replay. We’ve expanded that model to be far greater than what it is today. Scott: I’m curious what some of your standards to do’s are or not to do s? If you were talking to a senior marketer, how would you guide them to either do or not do with their next webinar? Say we’re going to produce one in a couple of weeks. Right? How would you guide a senior marketer with their next webinar? Todd: Perfect. Scott: What are some tips? Todd: I think there are a few key things to think about in the very beginning. Number one, as marketers, we love numbers. We love metrics. I think you’re worrying about the wrong metrics when you only think about registrations and attendees. Now, with all of these webinar platforms and because you’ve got a video player in your pocket, you also need to be thinking about this webinar system is going to export an MP4 or video file. I should have a content replication process because if you structure web
21 minutes | Nov 29, 2018
Know Your Buyer Better – MaryAnn Holder
In this episode of the show, I talk with the CMO of One Network, MaryAnn Holder. MaryAnn talks about really knowing buyer and serving them with information tailored to their personalities and education. She explains how she looks for ideas outside of her core circles at fashion and dance to energize her content for her different buyer personas. Questions During Episode What are you working on for One Network? What do you think are some of the like top-line challenges for marketers for chief marketing officers or maybe even their suppliers? When you say buyer, are you talking about the supplier-buyer the individual persona like all of the above? How many degrees deep do you think your buyer persona is? How do marketers need to address these diverse buyer challenges? Where do you look for ideas? If marketers need to innovate and generate new ideas, where can they look instead of generating the same old content? How do you see digital marketing or digital experiences evolving? Why do you look to the fashion industry? Do you have a fashion background? Are you recruiting Millennials or Generation Z on your staff? Who or what do you listen to, watch, or read to get inspiration? If you didn t have any responsibilities at home or work next week what would you do with your time? If someone had a question for you what is your preferred method to receive questions? Closing thoughts? Contact MaryAnn LinkedIn: MaryAnn Holder Twitter: @maryannholderb Transcript What are you working on today at One Network? Well, it’s good that you asked. We were working on a lot of great initiatives for 2019, especially around AI. We’re looking at how artificial intelligence is impacting the supply chain and how our solution can really help companies to better their supply chain and their relationships with their supplier networks. What do you think are some of the like top-line challenges for marketers for chief marketing officers or maybe even their suppliers? We are working on personalization. Really getting that right tailored content to our individual buyers and the community that surrounds them. When you think about a network, every buyer comes with their own network and a set of influencers that need to be messaged to accordingly. We have to really figure out what that message is and hone in on it and deliver it in a really personal way that it’s not canned or automated. There is a challenge in identifying the right technologies to help us do that. Then, also, the right types of content. Then When you say buyer, are you talking about the supplier-buyer the individual persona like all of the above? The supplier-buyer has their own sort of set of needs and research materials and places that they go to get information. But, when you think about an individual buying they are influenced by their immediate sphere and there may be their generation maybe their educational status and where they reside in the organization. Along with that, we build buyer personas. The buyer persona really helps us to map out who we’re talking to and what types of things and what types of issues really would make them tick and make a decision. How many degrees deep do you think your buyer persona is? The same buyer group has multiple. A lot of times they’re at VP level, director level, C-level people. They have the same kind of educational background but do yours vary? For instance, if you’re trying to provide a solution to someone, are you dealing with multiple educational boundaries or any type of boundary like that? Well in a certain sense, yes. The office of the CFO is going to have a different, well, maybe not different educational status, but they’ll certainly have a different bent to their studies. They will have a different focus. We market to the whole organization when we’re looking at the supply chain. What we’re looking at the office of the CFO, the office of the CIO, the office of the CEO and then the office of supply chains. All of those buying units have their own individual needs that they have to balance within the greater organizational structure. When we build out our buyer personas, we look very closely at what are the things that are going to make that person a superstar even down to what are the types of people. I mean we look at the psychographics as well as the basic demographics that you get for a position such as a supply chain director. We might look at an engineering background and the way they make decisions so a lot of that factors into how we message to that. How should marketers address those challenges? I think it’s really getting the heart of how people consume the information that they want. We are living in the information era. The digital era of information. With the advent of the internet first in the early 1990s through now. With all the newest latest modes of communications such as YouTube and different parts and pieces of different parameters within communication and content, people are really geared sometimes in one direction, being visual, being auditory, being a reading learner. If you think back on the educational status of someone, sometimes age sometimes the demographics will tell you where they might reside in that spectrum of learning. But, really when you’re consuming data for your organization, it’s you’re on a learning process because you’re looking for the newest and the latest information to help you shine in your position and help make you a better employee, a better partner you know with your suppliers with your organization. If we need to find ideas on how to engage all these different audience members especially as technology and people evolve, do you look at other industries and see what they’re doing? That’s a good question because we’re evolving so fast. The landscape is changing really quickly. I think people’s consumption is changing very quickly. We look at a lot of different factors. We’re increasingly a social media world and is very heavily influenced by social media, the characters, and the stars and the tenants of that generation that has been raised on a social media platform. It s multi-generational so we’re we’re consuming things in smaller sound bytes but that doesn’t mean that the smaller sound bytes can’t something very very applicable and really relevant to what your needs are. We look at the social media world. We look at the music world. We look at the fashion world. B2B, oftentimes, we might get stuck in sort of an ivory tower. But, if you look beyond that into the B2C world how consumers are consuming in the consumer market, it really leads in terms of what the next generation of B2B is going to adopt. You can call it a bullwhip effect. We are oftentimes reacting to how people are being trained in the consumer world. Their expectation in the consumer world is so far and above what they expect in the B2B marketing world. How can AI help us make better decisions with all of the data? Using AI for all this definitely will help over time. We can track in our technology where the trends are, most buying patterns and how suppliers and hubs interact with one another and what are the modes and mechanisms that make a company more efficient. If you think about supply chain and the efficiencies and the inefficiencies that they can have, we look very heavily at the data to see where people are saving operationally and where they’ve been able to aggregate economies of scale by using a network platform. Again, the technology is changing us. We’re shaping the technology but the technology is shaping us. You mentioned fashion earlier. Is that somewhere do you look for ideas in the fashion industry? I don’t have a background in the fashion industry but it’s it’s a passion. I look to the visuals that are being created in fashion and in the social media norms that we see out there. Our perceptions are being shifted by a lot of the visual, not just data that we’re receiving, but the imagery that we’re receiving. Shapes and design and a lot of the creative process that’s happening right now, the look is very different from the 1990s. Do you think we as B2B marketers could get engagement from the fashion industry or the music industry? Maybe we just need to know our buyer a little bit better. The total surround, if you think about it people only embrace this around when they’re stark raving fans. Some of that boils down to the customer experience and how we interact with them on every level. If it’s a positive interaction, you’re more apt to have the stark raving fans. That generation that you’re talking about, there are external buyers and they’re going to expect that as they enter the workplace. They’re already entering the workspace. We see that the Millennials and now gen Z, they’re entering the workspace there’s an expectation that there should be delight and pleasure along with whatever solution they’re currently evaluating. Do you have anybody like that on staff? Are you recruiting Millennials or GenZ? We have a team with quite a few Millennials. We don’t have any GenZ. Well, we might we have one who’s on the coast maybe of Gen Z. It’s changed our parameters. It’s changed some of the things that we’re we’re actually creating right now. We’ve got much more emphasis on video. The thing that we’ve noticed is that people are consuming our video ten times the rate that they would be consuming our white papers or our very technical written briefs that maybe are digestible for an IT person but not necessarily for a line of a business person. We’re looking for those really salient points and for kind of a great graphical way to represent them. Video seems to be doing it for us right now. Are you a stark raving
24 minutes | Nov 22, 2018
Engage Your Audience – Charlie King
In this special Thanksgiving episode, I talk with my son, Charlie, on audience engagement and finding inspiration from live music performances. Charlie reviews some of the performances he has attended and ranks them on audience engagement. Twenty One Pilots Twenty One Pilots has a very interactive with the crowd called the “Clique.” The band invests a lot of money in the show. During the Blurryface tour everyone wore red. During the recent, Bandito tour the audience wears yellow. This audience is the most engaged. Ghost Ghost previously won a grammy in 2016 for best metal performance. They definitely are excellent performers. You should wow your audiences like Ghost. Iron Maiden Iron Maiden has been engaging audiences for over 40 years. Their mascot, Eddie, evolves every year and entertains concert goers. The audience dresses as Eddie and purchase merchandise in his likeness. Metallica Metallica has the largest show containing lots of very hot fire and pyrotechnics. This show had the tightest set list. The show is very well produced, refined and rehearsed. Gorillaz Gorillaz builds superfans. The audience engages with the characters and sings along with the music. I often heard from people that have never seen them is whether or not there are cartoons playing or if there are actual people there. There are indeed a lot of band members and back up singers. The Toadies Charlie got to meet the band before the show with our friend Matt Hillyer. The only impression from back stage was there were video games and they acted like a bunch of dads. The engagement at this show was very different from other shows. The audience is older and more subdued than that of other performances. The older crowd sang all of the songs from their college days. There were very few kids at this all-ages show. Jack White The number one thing here is engagement. Jack prohibits smartphones at his concerts. I thought it was so people did not block the views of others behind but it is really for engagement purposes. Jack doesn t use a set list and feeds off the audience to find the next beat and song like DJs do. The end result is a quality product. I showed a picture of a jack white concert in a meeting of 50 people and had them guess when the picture was taken. All of the guesses were wrong. Many of the guesses were of dates prior to the iPhone launch. They were surprised to find out the picture was from the prior weekend. Spoon Spoon has great songs and have been around a long time. There definitely is a grunge and alternative feel to the show. The set was pretty tight even though this was a smaller outdoor show. Being on the front row is always helpful. Pixies and Weezer This show felt like the Toadies show. The crowd was similar in age since it is the same genre and time period. I liked this show more than Charlie until Weezer came on. These guys have spanned multi-generational audiences especially now that they rerecorded Toto s Africa. Smashing Pumpkins Smashing Pumpkins played for 3:05. It was definitely the longest set I have ever experienced. Marilyn Manson and Rob Zombie The people watching here was great. So many people in costumes and full make up. Marilyn Manson didn t perform at his best. It was really hot outside and he looked ill. A few days later he canceled a show since he felt so bad. Rob Zombie was great. He had lots of lights an videos. The crowd was really into it. He played all of the big hits. Robert Plant We had to see this legend. Led Zeppelin is my all time favorite. Charlie and I definitely lowered the average age at this show. He played songs from every era so it was great. Inspiration and Engagement As marketing evolves and engaging audiences becomes increasingly difficult, marketers should find inspiration from artists and performers outside of their primary circles. Rock on! Photo courtesy of Scott Spychalski The post Engage Your Audience – Charlie King appeared first on Scott King.
27 minutes | Nov 15, 2018
Hacking Humans – Juan Felipe Campos
In this episode I am talking with Juan Felipe Campos or @juannikin.” Juan is a Silicon Valley-based growth hacker and VP of Tech and Partner at Manos Accelerator via Google Launchpad. Juan consults startups on growth and customer acquisition. Throughout his career Juan and his team have grown several online communities exceeding 100,000 members. He currently runs the largest growth hacking group in Silicon Valley and joins me on the podcast to talk about hacking humans instead of hacking the social media platforms in order to build your community. Questions During Podcast Many people and companies want to build a community or a following. You built an enormous community. How did you do it? What was the top challenge when getting started? How did you overcome it? What do you consider the most valuable component or portion of your community? How do you see digital marketing or digital experiences evolving? Who or what do you listen to or read to get inspiration? If you didn t have any responsibilities at home or work next week what would you do with your time? Closing thoughts? Links and Mentions Growth Marketers Facebook group How I Built This a16z Podcast Nathan Latka’s The Top podcast Contact Juan Facebook – https://www.facebook.com/jfcampos LinkedIn – linkedin.com/in/juanfelipecampos Twitter – @juannikin The post Hacking Humans – Juan Felipe Campos appeared first on Scott King.
36 minutes | Nov 1, 2018
Through the Sound – Arthur Samuel Joseph
Arthur Samuel Joseph is the founder and chairman of the Vocal Awareness Institute. Arthur is widely recognized as one of the world s foremost communication strategists and authorities on the human voice. His voice and leadership training programs teach Communication Mastery through a disciplined regimen of specific techniques designed to cultivate an embodied and enhanced leadership and personal presence. He s coached Angelina Jolie, Sean Connery, Tony Robbins, Stephen Covey, Jerry Rice, and many more. In this episode, Arthur talks to me about what vocal mastery is and why we need it. He provides tips you can practice to warm up your voices and have a huge vocal presence. Arthur provides several client stories and a very heartwarming tale from his biggest transformation. Sponsor This episode is sponsored by Vocal Awareness Institute. Vocal Awareness is useful to everyone who speaks, but it can be even more powerful for those individuals with specific goals to have a vocal presence. Whether you are a sales professional, athlete, singer, politician, or stars like Angelina Jolie and Pierce Brosnan, Vocal Awareness has tools so you can capture audiences. Go to vocalawareness.com/scottking to see how to “Deliver Any Presentation Like a Pro” and receive $100 off of the Visual Voice pro by entering promo code 100OFFVVP. Questions During Podcast What is vocal mastery? Who is it for? What are some routines or steps you recommend to become a better orator? What did you learn from actors like Angelina Jolie, Sean Connery and who do you think made the biggest transformation? How can those listening tell better stories and break through all of the noise? Who or what do you listen to or read to get inspiration? If you didn t have any responsibilities at home or work next week what would you do with your time? Contact Arthur Website: vocalawareness.com/scottking The post Through the Sound – Arthur Samuel Joseph appeared first on Scott King.
60 minutes | Oct 25, 2018
Get Off the Hamster Wheel – Arnold Huffman
Arnold Huffman is the Founder and CEO of Digital Yalo, a digital content, communications and channel strategy agency. There he is building a team focused on creating compelling content that is informative and entertaining. Arnold s background includes marketing, business development, and alliances in high tech and software. In this episode, Arnold talks about finding marketing inspiration from other art forms and how these applications can help you create a fresh perspective. Questions During Podcast More content is being produced than ever before. How do brands break through the vendor fatigue? You have to be differentiated, not only in your value prop but how you say it, how you present it and how you push it out. This requires atypical thinking to get outside of the rinse and repeat many marketers get stuck in. Look at the problem from a different angle. We use film, art, music, and sports to help inspire our clients thinking and to produce an atypical result. It also helps distill the hopes, dreams and ideas for a campaign or a website or an event into a singular emotional concept. Emotion delivers the best results, because it gets noticed in the market. What is the best content you have seen in 2018? Why did you like it? Banksy Art Shred Budweiser’s Cleveland Browns campaign How do you see digital marketing, content and experiences evolving? More impactful storylines and more interactive technology integrating into marketing campaigns will elevate your campaign. You may not make the best or most interesting product or service, but that doesn t mean you can t push it s agenda with an interesting story. White paper or video? Podcasts? I’d produce all of them. You need written content for SEO and to be found. You need video for engagement. Content is like a mall. You never know which door of the mall someone will enter through or have a preference for. Marketings need have all the doors ready for people to enter and engage. What can brands learn from emerging disruptive brands? Watch HOW those disruptive brands get your attention. There is a very short window to grab attention. It s like an iceberg. The apex of the iceberg is above the waterline and that is the window you have to get someone s attention. Don t weigh them down with all the details of the product or service. That happens later in the marketing funnel once you have them interested. You should constantly bubble the best of the best from the bottom of the iceberg to above the waterline to make an impact. Elevating your vibe will differentiate your company and gain attention. Who or what do you listen to or read to get inspiration? I listen to a lot of music. Gene Simmons of Kiss is a branding master and is an excellent inspiration. Kiss’s shock and awe, gets your attention and engages you. As far as marketing inspiration and boundaries, I read every page of Fast Company. What do people ask your advice on? People ask my advise on changing the game and looking at sales and marketing from a different perspective. This is why I find inspiration in film, art, music and sports to energize ideas from other industries or applications. If you didn t have any responsibilities at home or work next week what would you do with your time? If I am not working I am hanging out with my kids, listening to music or exercising. Closing thoughts? Dare to be different to reach a different result and get off the marketing hamster wheel. Defy. Fly. Contact Arnold Website: https://www.digitalyalo.com/ LinkedIn: https://www.linkedin.com/in/arnoldhuffman/ Twitter: https://twitter.com/huff2313 The post Get Off the Hamster Wheel – Arnold Huffman appeared first on Scott King.
39 minutes | Oct 18, 2018
10 Places You Should Be Using Video – George B. Thomas
In this episode, I talk with George B. Thomas. George is a recovering youth pastor, former pub bouncer and is currently an evangelist at Impulse Creative. He is a video marketing ninja and an inbound marketing Jedi with every HubSpot certification one can have. George and I talk about why you should be using video and where you should be using it. He mentions many tools, sites, services and experts to help you build your video toolbox so please take a look at the show notes for these and the 10 places you should be using video. I hope his infectious energy moves and inspires you to do more. Please welcome George B. Thomas. 5 Reasons you should be using video Simplify the complex To educate potential customers Be superhuman Disarm your potential customers Invoke emotional response 10 places you should be using video In prospecting early in your sales cycle Use video for personalized introductions Use videos in follow up emails vs. long copy Put videos on your landing pages Put another video on the thank you page after conversion Use video in your proposals Use video in your contracts to explain terms of services Use video in online meetings Use video in your chats or chatbots Place teaser videos on your blog posts Questions During Podcast Why should we be using videos? Where should we be using videos? What do you teach in your video workshops? What do people ask your advice on other than video? What do you read or watch for more information? Closing thoughts? Links and mentions Wistia Vidyard Loom 23 Drift Hubspot Drift and Vidyard integration Marcus Sheridan Nick Nimmin Peter McKinnon Lynda.com Contact George Twitter: @GeorgeBThomas Facebook: Mr.GeorgeBThomas Email: email@example.com The post 10 Places You Should Be Using Video – George B. Thomas appeared first on Scott King.
30 minutes | Oct 11, 2018
Leadership Traits for a Growth Mindset – John Murphy
John Murphy is an executive coach helping business owners, senior executives and management teams deliver what they are capable of. John’s background in the corporate world and as an entrepreneur enables him to make a difference to CEOs, Senior Executives, and Business Owners. In this episode, I talk with John about instilling behaviors and enabling leaders to align and create a growth mindset amongst teams. We talk about how to clarify business goals amongst global teams to create engaged employees that can execute with agility and continuous improvement. The results you are getting are a consequence of the actions you are taking. Those actions are a consequence of your behavior and your mindset. If you want to change the actions in order to change the results, you have to change the behavior and the mindset. Questions During Podcast What do executives tell you their greatest challenges are? What challenges do they have that they don t tell you about? If teams don t know their priorities, do they realize it? What is the root cause when teams are not work How do executive teams need to address these challenges? As teams become physically disconnected in current work cultures, how do leaders know their teams are moving in the same direction? Who or what do you listen to or read to get inspiration? What do people ask your advice on other than leadership? If someone had a question for you, what is your preferred method to be contacted? Closing thoughts? Links and Mentions Four A s to Bridge the Gap Seth Godin HBR Podcast Man s Search for Meaning – Viktor Frankl Grit – Angela Duckworth Malcolm Gladwell Michael Lewis Contact John Website: johnmurphyinternational.com/scottking The post Leadership Traits for a Growth Mindset – John Murphy appeared first on Scott King.
33 minutes | Oct 4, 2018
Marketing to Generation Z – Kathleen Hessert
Kathleen Hessert (@kathleenhessert) has invested over 30 years working with premier sports and entertainment brands from Peyton Manning and Shaq to ESPN, Big ten network, NBA, and the NFL. Kathleen recognized the leagues and sports teams focused on current aging fans and lacked understanding on how to enlist and build young fan bases for the future. She guided these brands to develop programs to engage younger audiences and to ensure they became lifelong fans. Her work led her to develop WeRGenZ. WeRGenZ is a research-based Teen Think Tank of more than 1000 kids. Its goal is to give voice to and amplify the voices of the generation that already spends $44 billion annually in the US and influences $600 billion in family spending. By 2020, GenZ, NOT Millennials, will be 40% of the US population. The rules that govern their lives will govern all of our lives. Those born after 1995 (the first true digital natives) are changing the way we consume information, adopt and use technology, evolve our economy into a token or cash-based economy. They embrace and expect diversity from brands and in fact will be the first predominantly non-white U.S. generation. GenZ ers also think globally and have a well developed social conscience. Their backyard is the world, not a street address. In this episode, I talk with Kathleen about GenZ’s influence will have on the future and what companies and employers can do to properly recruit and engage this group. Questions During Podcast How did you get into covering Gen Z? Who exactly is Gen Z? How much influence does Gen Z have on purchasing? What is your opinion on how technology effects this generation? What will happen to these kids when they enter the workforce? What companies are investing in Gen Z? How would you recruit Gen Z employees? What are employers doing that repel these young workers? Links and Mentions Electronic Arts Sony Adobe Alex Heintze The Generation Z Entrepreneur Glossier Vodafone Contact Kathleen wergenz.com Twitter: @kathleenhessert LinkedIn: https://www.linkedin.com/in/kathleenhessert/ The post Marketing to Generation Z – Kathleen Hessert appeared first on Scott King.
27 minutes | Sep 20, 2018
Building High Performing Work Cultures – Lee Caraher
Lee Caraher ( @LeeCaraher ) is the founder and CEO of Double Forte PR & Digital Marketing, a 15-year-old national agency that works with beloved and up-and-coming consumer, technology, and wine brands. An acclaimed communication strategist, Lee is known for her practical solutions to big problems. Lee has a reputation for building cohesive, high- producing teams who get a lot done well and have fun at the same time. She is a straight talker who doesn’t hold too many punches, although she does her best to be pleasant about it. Her big laugh and sense of humor have gotten her out of a lot of trouble. In this episode, I talk with Lee about her book, “The Boomerang Principle.” The book describes Lee’s experience and advice on rehiring employees and building lifetime loyalty amongst your current and past employees. We talk about how to create high-performing work cultures ready for the future. Questions During Podcast Why is the title of your book, “The Boomerang Principle?” I read a lot about the gig economy. How can you maintain loyalty if talent wants to go from job to job? How do executive teams need to address these challenges? Why did you write this book? Was this an issue you had before? What makes an employee leave and come back? Don t they leave because they feel undervalued? What companies have cultures that keep employees coming back? Who or what do you listen to or read to get inspiration? What do people ask your advice on other than business advice? If you didn t have any responsibilities at home or work next week, what would you do with your time? Closing thoughts? Contact Lee Website: www.leecaraher.com LinkedIn: https://www.linkedin.com/in/leecaraher/ Twitter: https://twitter.com/LeeCaraher Book: The Boomerang Principle The post Building High Performing Work Cultures – Lee Caraher appeared first on Scott King.
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