Guest Insights
Funnel Reboot podcast
Episode 200 Podcasts are tiny time capsules, preserving moments of wisdom and insight. Every time I revisit past episodes, I am reminded of how insightful our guests have been. Certain themes consistently emerge, echoed by guests from the very beginning of the podcast to just yesterday. The cost of ignoring these insights is so high that they bear repeating. Tune in to our latest episode where I share six aspects of marketing that I didn't know when I first started this podcast. Please listen in on these valuable pieces of wisdom. Links to all episodes that featured the people mentioned...
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The AI Playbook, with Eric Siegel
Funnel Reboot podcast
Episode 199 Today’s topic is AI and ML, and though you may think this doesn’t concern marketing, we need to acknowledge how it’ll shift things. Up to now, marketing was done on the premise that for a given audience shown a message, some average percentage, would act on it. With AI, we’re now able to look at individual audience members and predict how each of them would act upon a message, and at the opportune moment we could have the message show up to each one of them. Goodbye analyzing what happened with crude audience averages, Hello to using detailed data to predict what’s...
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Ecosystem-Led Growth, with Robert Moore
Funnel Reboot podcast
Episode 198 A pretty widely held view in the world of B2B products is that sales has gotten harder, not easier. It’s not that buyers aren’t buying. By definition, buying is something they do. But in the example of software, some sales reps won’t even know they were being evaluated, let alone passed up for a rival’s product. Only the winning vendor knows that that account uses them for that specific function in their technology stack. All other companies are in the dark. But are they really? Another way to look at this is that every vendor has information that could...
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Partnering on Customer Acquisition, with John Wright
Funnel Reboot podcast
Episode 197 Today, we are going to talk about how those of us who sell things find new buyers once we’ve exhausted our own audiences. We involve partners, and we can do this in a few ways. These partners may have high-traffic sites or be social media influencers. We are trying to use someone else's channel to reach their audience, hoping they will buy from us. Alternatively, we might be the ones who are influential or have a large audience that brands want to reach, so they pay us to be their marketing channel. The name for teaming up like this is affiliate marketing. Today’s guest came to...
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Mastering Video Ads on Social, with Nikki Lindgren
Funnel Reboot podcast
Episode 196 There’s something we take for granted these days, something that wasn’t even possible a short while ago. Let’s go back to 2008, to the first iPhone, the 3G. What you could send & receive with one, if you could afford the data plan, was restricted to voice, text & small images. That’s because at the time, the cellular networks could transmit at around a third of a Megabyte per second, which went up to 2Mb/second when 3G was fully available. Then LTE/4G started becoming available in North America, reaching 97 percent by 2013. With those data speeds, you could...
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Analytics - in-house or outsource? with Luke Komiskey
Funnel Reboot podcast
Episode 195 We all want our organization’s decisions to be driven by the numbers. Who wouldn’t want to have at their fingertips analytics that accurately show which course of action will be best. But doing this takes analysts, and that doesn’t mean hiring them, it means managing them to function well. It means creating processes for them, Outfitting them with technology. Giving them budgets.It's hard pulling this off in a small or mid-sized organization, and even leaders of large organizations must exercise care when creating this. But there’s no set-in-stone law that...
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Building insights with Adobe Analytics, featuring Jenn Kunz
Funnel Reboot podcast
Episode 194 There’s more than one way to skin a cat. Being honest, doing something differently is often neither better or worse, it’s just different. - Playing Music with an acoustic vs electric guitar - Writing with a pen on paper vs a computer. And continuing on that theme, it could be a Mac or a PC - Programming can be done in various languages - Films can be made with a variety of filming equipment, anything from an iPhone up to an IMAX ALEXA 65mm This also applies to what we use as our analytics tool. And though Google Analytics gets a lot of attention, including in this podcast, to...
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How your site's health impacts marketing, with Rob Villeneuve
Funnel Reboot podcast
Episode 193 Those of us in the digital economy think a lot about growing our business, but we don’t think as much about the tech that enables customers to interact with our business. When our sites don’t run smoothly or aren’t available, our customers suffer and it stops working as our sales and marketing engine. Terms for these episodes: the site crashed or it croaked, give us a perception that sites are either alive and well or completely dead, when its health really resembles our own human health. Meaning, a website can give off warning signs that can be diagnosed and treated...
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Delivering Data Analytics, with Nicholas Kelly
Funnel Reboot podcast
We've all heard of 1970's Apollo 13 mission that was supposed to send a 3-man crew to the moon, but once NASA became aware of an on-board explosion, it became all about rescuing the crew. Ron Howard's 1995 movie gives a glimpse of how mission control staff in Houston reacted to information about the explosion. When an alarm on the command module flashed, signaling a power drop, Flight Director Gene Kranz (portrayed by Ed Harris) turned to the mission controller in charge of emergencies and said "is this an instrumentation problem, or are we looking at real power loss here?" That...
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Revealing visitor behaviour through tags, with Ricardo Cristofolini
Funnel Reboot podcast
My sister-in-law Janice works at the forefront of Medical Sonography. You may know it by the name Ultrasound, where non-invasive sound waves are sent into the body, which bounce off tissue and get displayed on a monitor. It has the ability to evaluate anatomy in an increasingly wide range of structures such as abdominal organs, the heart, vasculature and muscles in patients of all ages as well as the most commonly known purpose of obstetrical ultrasound. In the past 35 years, ultrasound has changed from a tool that was used solely by Radiology and has now expanded into being used by almost...
info_outlineEpisode 196
There’s something we take for granted these days, something that wasn’t even possible a short while ago. Let’s go back to 2008, to the first iPhone, the 3G. What you could send & receive with one, if you could afford the data plan, was restricted to voice, text & small images. That’s because at the time, the cellular networks could transmit at around a third of a Megabyte per second, which went up to 2Mb/second when 3G was fully available. Then LTE/4G started becoming available in North America, reaching 97 percent by 2013. With those data speeds, you could watch brief standard definition videos, and social networks like Instagram & Snapchat began letting you record and send short clips. By the late twenty teens, advanced 4G infrastructure was fast enough, from 12 to 80 MPS, for people to watch 4K videos on their devices, bringing platforms like TikTok along with it. Now with 5G out, lag-free high-def video is available almost everywhere. And if you are a marketer trying to reach consumers, it means that video must be part of the mix.
There are still quirks to these platforms that we need to figure out. Some of their ad units include ecommerce options for selling products while the ad’s in front of them. More broad that this, it’s hard to know how these platforms will react to videos you post. They know so much about a user’s privacy, it’s raised issues of which country that data’s shared with. Clearly, this calls for an expert’s help.
Our guest graduated from San Francisco State University and FIDM with a business degree and started working in-house at consumer eCommerce brands, running their digital marketing programs. After helping brands in every category from skincare & cosmetics to Books to jewelry, she built her own agency team to do this, Pennock, which is named after the rural Minnesota town where her family are from.
Let’s go to Northern California where she lives with her husband Tyler and three kids, to talk to Nikki Lindgren.
Chapter Timestamps:
00:00:00 - Intro
00:03:12 - Welcome Nikki
00:09:05 - Video on platforms like TikTok
00:23:37 - PSA
00:24:26 - Reporting to stakeholders
00:29:59 - Ad campaign optimization
00:35:05 - Contacting Nikki
Links to all the people, products and concepts mentioned in show is available on the Funnel Reboot site’s show page.