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138 - SOLO: Strong Digital Marketing is About Processes and Automation

B2B Marketing and More With Pam Didner

Release Date: 09/22/2020

142 - ft. Michael Brenner: Marketing in the Age of Disruption show art 142 - ft. Michael Brenner: Marketing in the Age of Disruption

B2B Marketing and More With Pam Didner

Today I have a special, special, special guest. It’s a very good friend, Michael Brenner. And he's a CMO influencer, motivational speaker. You have to check him out!  Also, he owns the Marketing Insider Group.  And I use that website quite a bit, actually. There's a lot of useful contents regarding content marketing, search marketing. So anything digital marketing related. So welcome Michael.   Michael Brenner: Yeah, Pam. It's great to be here. Thanks for having me. Pam Didner: Am I loud enough? Michael Brenner: No, you're perfect. You're perfect.   Pam Didner: So, 2020...

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141 - ft. Jeff Coyle: AI-Based Content Management with Market Muse show art 141 - ft. Jeff Coyle: AI-Based Content Management with Market Muse

B2B Marketing and More With Pam Didner

Today I have a very special guest: Jeff Coyle. I'm not going to tell you why he does. I'm going to have him tell his story and we will be talking about AI-based content management tool and let's get started.   So welcome, Jeff! So happy to have you on my show. Why don't you tell everybody, who you are and what you do? I know you have awesome, awesome product. And I have seen the demo in the past and I loved it. I can't afford it, but I love it.   Jeff Coyle: Well maybe we'll talk about that today too. I'm Jeff Coyle. I'm the co founder and Chief Product Officer for Market Muse and a...

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140 - SOLO: Does My B2B Company Need a Sales Enablement Team? show art 140 - SOLO: Does My B2B Company Need a Sales Enablement Team?

B2B Marketing and More With Pam Didner

Hello, everyone! A listener, Ron, sent me a question. He asked me, “Hey, my company doesn't have sales enablement group. Do we need one?” Well, Ron, that's a great question. The need of sales enablement really depends on your sales team and who is doing what to support sales. Chances are, I would say that you already have sales enablement type of functions in your company, but it's really not called sales enablement. Does that make sense? Probably it's part of sales, operations, it's part of marketing or it's part of the product marketing team. They are jobs being done, but it's just not...

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139 - ft. Priscilla McKinney: Social Selling show art 139 - ft. Priscilla McKinney: Social Selling

B2B Marketing and More With Pam Didner

I have a special treat for you today. So rather than listen to me talking, I invited a special guest to join us. Priscilla McKinney, founder of Little Bird Marketing and joining us from Galena, Kansas.    Pam: So there's one thing before we get started, I want to have a chat with you about. I love your LinkedIn title. It says Annoying Truth Teller Powered by My Husband's Homemade Bread. So, you know, I don't really care about the truth teller part (laughs). You know, I really care about the homemade bread! So talk to us a little bit about your, I don't know, your husband's baking...

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138 - SOLO: Strong Digital Marketing is About Processes and Automation show art 138 - SOLO: Strong Digital Marketing is About Processes and Automation

B2B Marketing and More With Pam Didner

A big hello from Portland, Oregon. I interviewed Neal Schaffer on my past week’s podcast. What do you think? Like I said, I am planning to juxtapose the episodes of me talking for 7 minutes at a time with guest interviews. Just want to try something new.   If there are guests that you want to hear from, please send me a quick email at and add the questions you want to ask them. This way, I get a chance to meet new people and you get your questions answered. #winwin I am more than happy to do all the logistics to reach out.   For today, I want to talk about a topic that is not...

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137 - ft. Neal Schaffer: Should Influencer Marketing Be Part of Your Marketing Mix show art 137 - ft. Neal Schaffer: Should Influencer Marketing Be Part of Your Marketing Mix

B2B Marketing and More With Pam Didner

I interviewed Neal Schaffer who is a social media and influencer marketing expert.  Neal recently published his fourth book, The Age of Influence. He is already thinking about his fifth book! #Amazing Here is the quick summary of the podcast: Neal shared the definition of influencer marketing. It's about social media users who have built a community around publishing content frequently about a specific topic. Over time, these users build a certain level of following. With many people having much to say, it also creates a democratization of information in recent years. He also touches on...

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136 - SOLO: Business Benefits of Taking a Break show art 136 - SOLO: Business Benefits of Taking a Break

B2B Marketing and More With Pam Didner

Hello from Portland, Oregon! During the pandemic, many people turn to podcasting or video recording as a creative outlet. I, on the other hand, moved inward and started to focus on my mind and my emotions. I haven't completely shut down or gone off grid. I still work on my client projects. I continued to get on Zoom for business and the personal gatherings. I still create content, but only limited to my monthly webinars and the pre-committed speaking engagements. To manage my emotion and my stress, I made an intentional effort not to worry too much, even though the business has been down. But...

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135 - SOLO: An Example of How to Cultivate Strategic Thinking show art 135 - SOLO: An Example of How to Cultivate Strategic Thinking

B2B Marketing and More With Pam Didner

Hello, everyone. Back in October 2019, I recorded a podcast episode. Episode 107: How to Cultivate and Expand Your Strategic Thinking. What I want to do today is to share with you an example of what I did with a client to help her explore more ideas to expand her team’s charter and scope which is one way to help her think differently and drive strategic conversation with VP of her group.   So let’s do a quick review in terms of what I shared with you in EP 107 on how to cultivate strategic thinking. There are a couple thing I mentioned--3 points, if you will.   Think from the...

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134 - A Reminder That You Are Not Alone show art 134 - A Reminder That You Are Not Alone

B2B Marketing and More With Pam Didner

A big hello from Portland, Oregon. I want to talk about something totally different this week. I’ve been going through a lot of changes lately on both the business and the personal levels. Well, all of us are going through a lot of changes. Heck, our country is going through massive change to try to co-exist with COVID-19 safely, and even on how to reform our policing structure after recent protests.   All of us are stressed in our own way. If you have a job and your company is doing well, your managers are asking you to take on more. If you have a job and your company is not doing...

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133 - What is Sales Enablement Planning? show art 133 - What is Sales Enablement Planning?

B2B Marketing and More With Pam Didner

I received an interesting question the other day: “Hey Pam, what is your approach of creating a sales enablement plan?”   Great question. I actually have a workshop on how to create a scalable global content marketing plan. So there are some similarities between creating a marketing plan and a sales enablement plan. The bottom line is certain kind of element, or what I call “the skeleton” of the plans stays the same. So let’s talk about this a little but more.   The first thing I want to get clear is the purpose and the audience of the plan. This is something you should...

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A big hello from Portland, Oregon. I interviewed Neal Schaffer on my past week’s podcast. What do you think? Like I said, I am planning to juxtapose the episodes of me talking for 7 minutes at a time with guest interviews. Just want to try something new.

 

If there are guests that you want to hear from, please send me a quick email at hello@pamdidner.com and add the questions you want to ask them. This way, I get a chance to meet new people and you get your questions answered. #winwin I am more than happy to do all the logistics to reach out.

 

For today, I want to talk about a topic that is not getting much of the spotlight in the marketing landscape: processes and automation workflows. You are like: “Ugh, Pam, can you talk about something that is more sexy and fun? Like how to select creative that will pop? Or what are the tips and tricks to writing catchy headlines? How to run Facebook pay ads that will convert?” Well, if you Google those topics, you’ll find many, many outstanding blogs and videos out there that cover these topics.

 

One thing I do want to share with you, though: you can read forever, but at the end of the day, you need to practice and implement. That’s the best way to learn. So if you have budget and don’t want to do the work, that’s OK. Once you’ve done your reading, internalize the takeaways well enough to provide clear guidance to your agencies and the contractors so that they can do a great job for you. If you don’t want to do it, you are still responsible to convey your marketing visions and ideas clearly.

 

Creative, design, writing, and anything content related is what you see on the front-end. I get it. We, marketers, tend to focus on the front-end and leave the back-end to IT and operations. However, for digital marketing to deliver a seamless customer experience, you need to plan out how the back-end will integrate with the front-end. So you cannot separate: “well front end is my job and the back-end is someone else’s job.”

 

For instance, when people click “contact us,” what is the next step that needs to happen? IT and operations cannot tell you that. That’s your job to figure it out. When people sign up for your app, what email notification should they receive the first hour, the 2nd day, and the 7th day. Again, IT and operations cannot tell you that. You need to figure that out.

 

How should their data be captured? That has a lot to do with how you are going to get your analytics. Will that be part of CRM, marketing automation, or the customer data warehouse? You need to make a decision about how the data will flow. You need to make sure that all these systems can talk to each other. For that, you need to get involved on the back-end to understand how data flows and what steps are manual or automated. You need to make that call.

 

I’m not saying you need to code, but you do need to design the customer experience.

You need to answer such question as

  • When to send the registrant email out?
  • When to contact the customer when they sign up for the event?
  • How to further engage and nurture them after the event?

 

When you address these questions, you need to set up steps and process in your systems so that actions are taken when the customers act or engage. All these require some strategic thinking to ensure a smooth online experience. From on-site events or webinars, to post-event follow-up, timely email outreach, to sales engagement, you need to visualize the process and pave the journey for your customers. Then you can have someone either code it or build a workflow to connect various systems to ensure it happens the way you envision.

 

None of this just happens magically. It requires you to plan, think through the permutations and work on the back-end and front-end integration. I am doing that for myself and my clients. It’s tedious: testing, retesting, constantly changing the workflows, and anticipating problems. And the systems they don’t just work themselves out. Once you start going live, trust me, you run into a new of set of user issues that you don’t expect. That’s the type of tedious, detailed work that no marketers want to talk about. I hate telling you this but those processes and workflows will make or break your digital marketing.

 

You are like, “Pam, you are stressing me out? So, what can I do?” Well, it actually depends on your job. For some of you, you probably never have to deal with the back-end. Lucky YOU! I know some content marketers just need to write the content, upload content to WordPress and check on Google Analytics. That’s it. Great!!

 

I also know some event marketing managers that only need to worry about everything on-site, but nothing pre- or post- events. They have other members who will take care of that for them. Well, you know what, with no physical events at this time, many of those event marketing managers are forced to change and they need to build something online for events to work! And that something is really the back-end--sourcing the different platforms, integrating the process with a different system. It’s a lot of work!

 

So regardless of your current responsibilities, I strongly suggest that you make an effort to learn how marketing as a whole works in your company. Your marketing departments may run paid social, events, email campaigns, create blog posts and videos. Try to understand how everything works. Try to understand what tools are used and how they tie together (or fail to tie together.)

 

I encourage the marketing managers I coach to draw workflows as a way of putting their understanding of the back-end to the test. The way I see it, if you can explain your understanding in a logical flowchart, it means that you understand how things work. The biggest benefit of understanding how things work is to help connect the different dots and give you the ability to think strategically. Workflows will help you see the good, the bad, and the ugly of your digital marketing. You know where to go to get the data and you also know where the gaps are.

 

Yes, it’s tedious and boring, but make an effort to understand the backend. You won’t regret it.

The understanding of the processes behind-the-scenes will help you identify what you can do to improve the front and back-end together.

 

Again, thank you for listening to my podcast. Podcasting is one-way communication. I don’t necessarily know who you are, but your support means a great deal to me. Feel free to ask questions on my FB community: “Build Your Marketing Skills to Get Ahead.” And when you join, you can get a free Tall Starbucks on me. I added a gift card with a barcode. You can find that in the announcement page.

 

Again, love to hear from you. If you venture out be safe and stay healthy. Take care. Bye-bye!