006: Targeting with LinkedIn Paid Ads - Deep Dive with Kallie Bonnell
Outcome Studio Podcast - Marketing & B2B Technology Talk
Release Date: 09/20/2018
031: Aligning Stakeholders Upfront for More Engaging Marketing Content with Eric Eicher and Bryan Kryder
Outcome Studio Podcast - Marketing & B2B Technology Talk
Eric Eicher and Bryan Kryder are co-founders of RightHand, a marketing agency based in Indianapolis. I wanted them to share their process for actively aligning stakeholders, such as executives, marketing teams, and sales leaders, to achieve common language and goals before doing marketing execution. This saves teams time and gets better engagement from buyers. They learned this framework after years of making videos and campaigns that didn't "work" because strategy, messaging, and goals were misaligned.
info_outline
030: Enabling IT Channel Partner Success and Revenue with Good Marketing Execution with Brent Patrick
Outcome Studio Podcast - Marketing & B2B Technology Talk
Brent Patrick is Senior Marketing Manager at Scale Computing. He's responsible for Channel Marketing and Marketing Ops. This includes sales handoff and sourcing leads for the Account Development reps. In Episode 030, we discuss how agile marketing in 2020 has allowed their partners to increase revenue during a tough economic climate. Brent's holds certs in Pardot and the SiriusDecisions B2B Marketing. Certs help him think outside the IT industry, enabling good marketing execution with speed and confidence.
info_outline
029: (Part 2 of 2) Why Technical Aptitude Sets You Apart in IT Sales, the Human Impact of Tech with Jasmine Morris
Outcome Studio Podcast - Marketing & B2B Technology Talk
Jasmine Morris and I had blast in Part 2 talking about selling IT solutions to customers in 2020, especially when many sellers have had to execute from 100% inside and marketers have been 100% digital. Jasmine highlights how she doubled down on existing customers by helping them think about their future-state (which has been accelerated in 2020). We also touch on how getting technical certifications has helped Jasmine's confidence and ability to be a holistic seller (Tech, Business, and Human).
info_outline
028: (Part 1 of 2) Working in IT Sales while Black, How Inclusive Teams Get Better Results with Jasmine Morris
Outcome Studio Podcast - Marketing & B2B Technology Talk
Jasmine Morris is an Account Manager at CBTS, selling IT solutions to small and medium-sized businesses in Indiana. She's also the Creative Director at Indy Black Millenials, and she's getting her MBA in Information Technology and has worked on a handful of sales engineering certifications.
info_outline
027: Salespeople as Content Creators, Selling 100% Through the IT Channel with Zach Broome at Procurri
Outcome Studio Podcast - Marketing & B2B Technology Talk
Zach Broome is a Channel Partner at Procurri. He's produced over 30 videos on his "Procurri Zach" YouTube channel. Zach has been in channel sales focused on the IT data center for almost six years. For the past two years he's found that making video content as a salesperson keeps his relationships strong during long deal cycles. If you work in sales or marketing at a VAR, MSP, Solution Provider you'll enjoy this episode. Zach's role at Procurri helps VARs sell more net-new infrastructure deals.
info_outline
026: Mindset Discussion with Mentor Casey Patrick O'Connor
Outcome Studio Podcast - Marketing & B2B Technology Talk
Casey Patrick O’Connor is the Owner of CanDoCanTeach.com.
info_outline
025: When to Use Podcasting & Events to Build Impactful Relationships with Aaron Watson
Outcome Studio Podcast - Marketing & B2B Technology Talk
When do I use podcasting or branded events to get ROI versus make relationships? How do I use LinkedIn to distribute my media if I'm in a B2B business model? Who is best for starting a podcast? Should I be doing video, events, or podcast? What's the strategy for sourcing podcasts guests? Aaron Watson, CEO of Piper Creative, host of the Going Deep with Aaron podcast, and creator the Going Deep Summit discusses all this and more with us on Outcome Studio Podcast episode 025.
info_outline
024: Being the Best You, Finding a Mentor, and Growing Confidence with Seth Thompson and Kyle Steele
Outcome Studio Podcast - Marketing & B2B Technology Talk
This episode highlights that being a fearless professional can be easier with a confidant or mentor.
info_outline
023: How IT Solution Providers Use Marketing Content to Speed Up Sales Cycles
Outcome Studio Podcast - Marketing & B2B Technology Talk
Why is it important for IT solution providers and manufacturers to invest in content, even if it's a core piece of content once a quarter? In the world of IT, solution providers have access to partner portals with great content, however...
info_outline
022: 4 Part Formula for the IT Channel to Drive Better Buyer Attendance - Tips for List Building, Email, Phone, and Social
Outcome Studio Podcast - Marketing & B2B Technology Talk
There are 4 main parts to a successful outbound campaign: List Optimization, Email, Phone, and Social Media. This episode 022 with Blake Johnston, CEO at OutboundView, is less focused on messaging and more focused on reducing friction within the tools to help us have conversations. There is a category of technology called "Sales Acceleration" tools that the IT Channel needs to understand. They can transform ability to connect with buyers to drive attendance to events, webinars, and other content.
info_outlineShow highlights:
02:45 - Kallie's backstory with degree in marketing, consulting for small business, working at agency, and working at a global enterprise organization
07:00 - What did she learn from working at each: consultant for SMB, agency world variety, or global enterprise organization, what are the differences and what did Kallie prefer? Different types of accounts and different size budgets and resources
10:45 - What is global commercial marketing in her experience? Planning, execution, and measurement of digital. Compared to Product Marketing and Field Marketing with Sales Team
15:00 - How is LinkedIn used in various global digital marketing campaigns? How does a company approach and execute this in B2B? Developed markets versus emerging markets and segmentation as a practical approach
18:30 - Starting out with LinkedIn campaigns; A walk through: (1) get LinkedIn Ads Campaign Manager (2) in LinkedIn back-end, targeting by geo, job title, skills, by company, etc. (3) transcribe them to spreadsheet so that your industry experts/ biz unit can highlight persona and audience if you don't know (4) what are you promoting (5) considering passive audience on LinkedIn, what do touches look like? Follow-up/ nurture processes
26:45 - Insight Tag for retargeting; should we care about retargeting as businesses marketing B2B on LinkedIn? Attribution of campaign influence back to LinkedIn (First Touch, Last Touch, and Multi-touch for track-ability)
30:50 - Best practices in campaign attribution, multi-touch for understanding the whole buyers journey; considering demand generation (leads and revenue to prove ROI for marketing effort) first touch can help assign credit to Close/Won in Salesforce
35:30 - How to A/B test offer and creative because it matters; we are over served content and A/B testing is a way through being empathetic to what audience wants, data represents the human experience on the LinkedIn platform
42:00 - LinkedIn Video Ads, telling a story on a non-video platform, considering it's new as of 2018 (reference article that people watch silent video on social media)
47:00 - Key performance indicators as global digital marketing, and on LinkedIn specifically, plus a few examples in other channels (Google Ads vs Email Marketing vs Organic content) and justifying return on investment based on budget
53:30 - Closing remarks, where to find Kallie Bonnell online/ send questions