Episode 36: Adapting How Marketing is Taught in Higher Ed with Jonathan Simon

Are colleges and universities keeping up with the changes in marketing? To answer this question, Prof Scott Cowley of Western Michigan University surveyed 529 US University marketing programs. Here are the results: out of all higher education institutions that teach marketing, 27% do not offer a single digital marketing course. Of those that do have digital in their curriculum, half of them offer only one digital marketing course. It seems even when schools have a digital component that they’re uncommitted to it.  Students at 9 out of 10 of these schools can graduate with a degree without taking a digital marketing course.

Prof Cowley pointed out the mismatch between schools and the outside world.  “Traditional marketers are struggling to upskill, marketing graduates have studied a syllabus that doesn’t include digital techniques, and digital professionals have inconsistent abilities due to a lack of standardized skills training”

But there’s a growing number of Profs that are bringing Off-Campus experts and their ideas into the classroom to help the next generation of marketers meet today’s needs. One of them is our guest, Jonathan Simon, who, since becoming a professor at U of Ottawa’s Telfer School of Business, has influenced how their marketing programs are taught.  He not only uses his educational background (which includes a BA and an MBA) to teach   but he also draws from time in the private sector where he worked with media companies and in the mobile technology space.

People, concepts and products mentioned:

Episode Reboot:

“If you are out in industry, keep learning. These students are hungry and they are gunning for your job”

Episode 35: A Fractional CMO’s Perspective with Ryan Paul Gibson – Talent Tradeoffs

This is part of a series on how to structure a growth team, in particular the marketing resources that generate sales leads. Every resourcing model along the in-house to outsourced spectrum was covered in the four-part series, with each guest giving their take from their respective position as an internal or external resource. Their views are here in these episodes as well as in a webinar hosted by the agency behind this podcast, Marketing What’s New. To hear the full panel’s answers on which in-house or outsourced model is right for your company, go watch the recording on the Marketing What’s New site – it’s ungated.

This episode talks with Ryan Paul Gibson, the head of RPG Marketing in Ottawa, Canada. He’s also a producer of short films and documentaries, and previously worked as a reporter for CBC Ottawa. 

Ryan’s key points:

  • How much a fractional marketer can be accountable for meeting objectives and target numbers, as long as they are involved in setting the inputs behind the programs that make those outcomes happen.
  • How technologies like SaaS tools have evolved the marketing function to being more receptive to outsourced marketers.
  • The fact that connecting/disconnecting with a consultant is relatively easy, compared to in-house staff
  • The analogy he uses to capture both parties, likening your company to a large ship and h’s the little tugboat that ensure the large ship stays on the right trajectory.
  • The stages of growth when it makes sense for a company to bring on fractional resources. Also how the CMO-level consultant can draw up the playbook, execute on some of it AND train junior staff to continue executing on it after they’re done.

A 2019 HR study found that:

  • The average tenure of full-time employees, who make up 2/3rds of the workforce, has declined from 4 years to 3. 
  • The average tenure of Outsourced contractors, who make up 1/3rd of the workforce, is 2 years and rising. 

Episode Reboot

Other points by Ryan of the Future of Fractional Resources

Episode 34: A Founder’s Foray into Marketing with Pat Crosscombe – Talent Tradeoffs

This is part of a series on how to structure a growth team, in particular the marketing resources that generate sales leads. Every resourcing model along the in-house to outsourced spectrum was covered in the four-part series, with each guest giving their take from their respective position as an internal or external resource. Their views are here in these episodes as well as in a webinar hosted by the agency behind this podcast, Marketing What’s New. To hear the full panel’s answers on which in-house or outsourced model is right for your company, go watch the recording on the Marketing What’s New site – it’s ungated.

She has a self-proclaimed passion for livestock management (animal husbandry) especially cows. This led her to get a (Ph.D.) in Education from Cornell University and a career as a Government researcher. She took a hard turn in a different direction when she bought her first home – a condo and joined the condo board. Being a volunteer board director is a tough job, so she built a software solution that would make it easier. This caused her to found a company in 2014 that serves boards. Boardspace is a sub-10 employee company that makes SaaS software to help boards manage their work. 

People/products/concepts mentioned in this episode:

Episode Reboot

Be ready to backfill the activities you hire a marketer to do.

Episode 33: An Agency Lead’s Perspective with Nathan Pabich – Talent Tradeoffs

This is part of a series on how to structure a growth team, in particular the marketing resources that generate sales leads. Every resourcing model along the in-house to outsourced spectrum was covered in the four-part series, with each guest giving their take from their respective position as an internal or external resource. Their views are here in these episodes as well as in a webinar hosted by the agency behind this podcast, Marketing What’s New. To hear the full panel’s answers on which in-house or outsourced model is right for your company, go watch the recording on the Marketing What’s New site – it’s ungated.

This episode’s perspective is with Nathan Pabich, a director with Chicago-based SEO and PPC marketing. agency  Digital Third Coast    

This episode covers:

  • How the outsourced staff who work at an agency are specialists, as opposed to marketing generalists that work in-house. Also hear the economic advantage of paying for agency specialists on an as-needed basis
  • The talent-hiring challenge that are faced by agencies and employers on the brand-side, and how the type of client projects an agency brings on helps them retain their staff.
  • The kind of leaders within a client’s organization that agencies hope to work with and how an honest dialogue about what is or isn’t working makes for a great agency-client relationship.
  • Limits on how much an agency can learn about your industry environment and mirror your culture
  • How far agencies are willing to go with being tied to your revenue-related metrics

People/products/concepts mentioned in this episode:

Episode Reboot

See the  Infographic comparing SEO done In-house vs an Agency on the Digital Third Coast’s blog.

Episode 32: A Client-side Marketer’s Perspective with Jamie Walker – Talent Tradeoffs

A Client-side Marketer's Perspective With Jamie Walker - Talent Tradeoffs

This is part of a series on how to structure a growth team, in particular the marketing resources that generate sales leads. Every resourcing model along the in-house to outsourced spectrum was covered in the four-part series, with each guest giving their take from their respective position as an internal or external resource. Their views are here in these episodes as well as in a webinar hosted by the agency behind this podcast, Marketing What’s New. To hear the full panel’s answers on which in-house or outsourced model is right for your company, go watch the recording on the Marketing What’s New site – it’s ungated.

Jamie Walker has been a B2B digital marketer for the past years. She is currently the marketing manager at APX Data whose technology gives first responders crucial information about the buildings they enter when responding to a call.

Here’s what she shares in this episode: 

  • The size a company should be and the tools they should have in place before bringing on a full-time marketer 
  • How an embedded marketer observes the day-to-day interactions of sales and support people in order to piece together what problem a prospect’s dealing with and how they expect that by getting your help & becoming a customer, they’ll solve it
  • How an in-house marketer takes on your company’s culture & style of project management. How they’ll also need to know risky they can be experimenting with your marketing, as they try finding what works best.  
  • How long an in-house marketer stays around and what to do when they are promoted or they move onto another company
  • If you are a hiring manager or know someone who’s not a marketer but wants to hire in-house – this episode’s got a lot of great insights to listen to.

Episode Reboot

Don’t just look at the cost of an in-house marketer, look at how much it may cost you to NOT have an in-house marketer.

Episode 29: What’s Needed to Scale-Up Marketing with Anastasia Valentine

This talk with Anastasia Valentine is about scale, something that’s clearly baked into everything she does.  Anastasia heads up Marketing at Rhonda.ai which is owned by IMI, but she has also been a CMO at startups and mid-sized companies, a seasoned speaker, and a strong proponent of developing future leaders. Here are links to Anastasia’s personal site, her profiles on LinkedIn and on Twitter

In this episode she shares:

  • How she scaled herself up from a tech support job and looked for ways to develop herself so she would meet the requirements for larger roles. 
  • Why marketers should know non-marketing roles and how to build trust with peers across the company so that when executive buy-in is needed, the bonds are firmly in place 
  • Why it makes sense to put marketing and sales under one umbrella
  • How present-day Artificial intelligence, despite it being more A than I, has a pivotal role in marketing’s future
  • Why, when it comes to being true to their values, marketers have a higher calling to choosing where they work.

For complete Show Notes, go to: 

People, Products, and Concepts mentioned in this episode: 

Shopify and the rise of Headless Commerce

Jim Sterne

Resources on the Worldwide AI Summit site

Reboot: 

Evaluate companies you’re considering working for by these three values:

  1. Do they have a talented, inclusive team?
  2. Do they have an incredible product?
  3. Are they committed to giving back to their community?


Episode 28: Thought-Leading Content on LinkedIn with Darryl Praill

This episode talks with someone who has used LinkedIn as a platform for promoting branded content. It nicely complements Episode 27 on LinkedIn Ads with AJ Wilcox

In his three years with VanillaSoft, maker of SaaS-based sales software, he has brought them visibility in the form of a podcast, virtual events, and conference keynotes. This exposure and the resulting growth in pipeline revenue has resulted in Darryl being promoted to Chief Revenue Officer for the company. 

Listen to this episode to hear:

  • How to draw global attention to a brand by being yourself. 
  • Choosing who makes the content – the founder or a person hired to do this.
  • How to devote time to creating content, by pushing your own ego out of the way.
  • Why you shouldn’t pay too much attention to your likes and comments statistics.
  • How the use of Video falls in and out of favour with LinkedIn’s algorithm 
  • How you can turn a larger competitor’s strength into a disadvantage by how you position yourself on social media.

People/products mentioned in this episode:

https://engineering.linkedin.com/blog/2020/understanding-feed-dwell-time

https://www.linkedin.com/in/davidhoodvanillasoft/

BuzzSumo

Canva 

LinkedIn Live

WIIFM – What’s in it for me?

How the company that best markets itself ends up the winner – VHS vs Beta 

Connect with Darryl on LinkedIn

Episode Reboot

Just communicate the way you already do in sales meetings and casual discussions, but do it online.

Episode 26: Wrangling Performance out of Site Content with Michel Fortin

Michel Fortin Wrangling Performance out of Site Content

Today we’re talking about how to think strategically about website content.  The primary reason we’re told to focus on content is SEO, but the true beneficiary of well-structured content isn’t the search engines. Another myth is that focusing on keywords will win the SEO contests when it’s actually more about “topical clusters.”

To improve how your content performs,  it all boils down to following the fundamentals of communication. My guest is Michel Fortin of Shelly Solutions, whose strategies get to the heart this. He is a 30-year marketing veteran, who has done copywriting and marketing as a coach, under his own consultancy, and within an agency. He’s active in industry associations spoken on stage at conferences, holds industry certifications, and has written hundreds of published articles.

As you hear our conversation, you’ll hear him refer to many sources: a half-dozen books that guided his thinking on sales & marketing, several tools, conceptual frameworks, and companies he’s worked with. Also listen to him tell, on a personal level, how as a young salesperson, an ADHD-related condition called Rejection Sensitive Dysphoria (RSD) led to him writing marketing content and becoming so good at it that he left sales to sell his copywriting services.

Concepts Mentioned:

Schemas

Neuro-linguistic Programming

BBS

AMP (Accelerated Mobile Pages)

How prepared is your audience to take an OATH:

Oblivious

Apathetic

Thinking

Hurting

The PESO Model of Media

SERP  – Search Engine Result Page

Google’s EAT acronym:

Expertise

Authority

Trustworthiness

Google’s BERT algorithm

Authors/Books/Tools:

Eugene Schwartz’s Breakthrough Advertising

Al Ries & Jack Trout’s The 22 Immutable Laws of Marketing

Brian Tracy’s Psychology of Selling

Dan Kennedy’s No BS Direct Marketing

Tom Hopkins How to Master the Art of Selling

Tony Alessandro’s DISC Assessment 

Tim Conley

Data Transformation client MB Foster

A/B Testing Tools

VWO

Optimizely

Google Optimize

Episode Reboot: 

Don’t try to please the Search Engines, try to please your site visitor.


Episode 24: Social Media Marketing with Amanda Relyea-Voss

In this episode I talk with Amanda Relyea-Voss (who also likes to be called Mandi), owner of a social media marketing agency that serves B2C and B2B companies. Listen for the ways Mandi has used social media to interact with prospects and how this has propelled them to buy from her customers.  We talk about creating social posts from a single piece of content, what kind of text and images to use, applying hashtags and the KPI ratios you can use to measure your effectiveness. 

You can connect with Amanda on LinkedIn, Twitter, Instagram and Facebook as well as find out about Amanda’s agency, likeavosssm.com

People/products/concepts mentioned:

OttawaKiosk, local site within CanadianKiosk 

https://linktr.ee/

https://bit.ly

Social Media Rule of thirds

Social Media Marketing World

Episode Reboot:

Once you have built your organic audience, consider leveraging it by using the platform’s lookalike audience feature to put your content in front of a wider audience.