039: How to Know if Your CMO is Lost in the Weeds | Laura Patterson
Release Date: 05/20/2020
002: Two Guys on Your Website: The Surprising Link Between CRO and SEO
Intended Consequences
Google’s document leak uncovered surprising connections between conversion rate optimization (CRO), search engine optimization (SEO) and user experience (UX). Listen in as Conversion Scientists® Joel Harvey and Brian Massey talk about these connections and what they mean for optimizers.
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001: Two Guys on Your Website: The Different Conversion Optimization Techniques You Should Consider
Intended Consequences
Conversion rate optimization (CRO) is important at every stage of your business. But not every website is ready for a full-team all-in conversion optimization team. You may not be able to do the A/B testing that is the hallmark of so many CRO projects. Here are conversion optimization techniques that work no matter where you are on the CRO spectrum.
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049: SEO and CRO Working Together with Jason Fisher
Intended Consequences
Jason Fisher is a search engine optimizer who understands the value of having pages that convert well. He takes us through his strategy of bringing qualified search visitors to our site and then turning them into leads, sales, and revenue.
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048: What The Data Says About Podcasting | Rob Walch
Intended Consequences
What would it look like if you could give your digital brand a human voice? On today’s Intended Consequences, we brought in , VP of Podcaster Relations at , the world’s leading podcast hosting site. Rob was one of the earliest podcasters in the industry and a highly sought-after speaker and consultant in the podcasting community. Listen in as he shares some fascinating insights on the world of podcasting, the numbers involved, and how a semi-digital medium fits in a digital marketing context. Quick Links:
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047: What The Data Says About Turning Marketing Leads Into Sales | Sammy James
Intended Consequences
Sales is a conversation, so how can you expect to sell if that conversation never happens, or doesn’t happen fast enough? On today’s show, Brian chats with Sammy James, CEO and founder of , an automated lead response and follow-up tool. Sammy is a sales and marketing guru with experience in media, radio, tech, and advertising. He understands the nuances of sales and the challenges marketers face when working with their sales teams, most importantly that salespeople are humans too, not cold-calling machines immune to rejection or sales inertia. Listen in to hear the full...
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046: What Data Tells Us About Email | Liz Willits
Intended Consequences
After almost four decades, I believe the best choice for another shot at a conversion is still that quaint old communication medium: email. Email still can't be beat for rich content, for conversations that feel one-to-one, and for getting another shot at a future customer. It's the original social media platform. Liz Willits is a self-professed email marketing nerd, and the Senior Content Marketing Specialist at AWeber, one of the ‘OG; email services. She has worked with some of the most successful marketers in the world to help them with their email marketing strategies. ...
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045: Why Marketers Struggle and What to Do About It | Erin Collis
Intended Consequences
, Marketing and Communications Manager at , has a lot on her plate (as we suspect you probably do as well). Most marketers are holding dozens of ideas in their minds, many of which are in opposition, and then these poor souls are expected to be creative and thoughtful amidst all of this. It’s a barrier to a culture of experimentation in marketing, product development, and more. Listen in as Erin discusses the challenges of being a digital marketer in 2019. Resources and links discussed: Connect with Learn more about Follow Brian on Twitter Learn more about
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044: Why B2B Marketers Shouldn't Mourn the Death of the Funnel | Carman Pirie
Intended Consequences
People like funnels because they provide us with some sense of progress in our marketing efforts, but the marketing funnel is under attack, especially in the B2B lead generation space. Carman Pirie () is the co-founder of , an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. The solutions that purport to step into the funnel's place come with their own baggage. The more interactions with someone, the more likely they are to be a prospect, right? However, this approach treats the...
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043: Hard Questions to Ask Your Agency | Lance Loveday
Intended Consequences
() is the founder and CEO of , a digital advertising agency that specializes in paid media management. As an optimizer by nature, digital marketing comes naturally to Lance. He’s analytical but also creative - he uses his left brain and his right brain. In this episode of Intended Consequences, we discuss the tough questions to ask when bringing on external resources to solve your most important problems. Listen in as we explore how to find an agency relationship that gives you a competitive advantage. Resources and links discussed: Follow Lance on Twitter Learn more...
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042: Anyone Can Plug Into Google Analytics | Chris Mercer
Intended Consequences
() aka ‘Mercer’ is not only good at analytics, but he's also good at teaching analytics. That's what he spends his days doing as the Co-Founder of . Chris and his team help people like you discover how to grow your business using tools like , , and more. Essentially, Chris helps people get to know the numbers - to grow the numbers. He is genuinely excited about analytics, and Google Analytics specifically. He is infectious. So, if you listen to this episode of Intended Consequences, you might get excited about analytics, too. How can anyone plug into Google Analytics? And...
info_outline"CMOs are abdicating their strategic position in their businesses."
Just when I was marveling at how much CMOs really must do for their brands, Laura Patterson, President of VisionEdge Marketing, said the above statement that stopped me in my tracks.
Laura has been focused on performance marketing and the proper use of data since before it was "cool,” and if anybody knows what's going on with CMOs, it's her.
A few weeks later, I was on a panel that brought up the Fornaise Marketing Group study. This study states that of the 1,200 CEOs polled, 80% of them did not trust and were not impressed by the work done by marketers. By comparison, 90% of them trusted their CIOs and CFOs.
I did some additional research and found more incriminating news. Forrester recently reported that "dozens" of major brands had eliminated the CMO position altogether, brands like Johnson & Johnson, Kellogg's, Taco Bell, and Netflix.
I wanted to get to the bottom of this. Was I part of the problem, focusing on just one channel? And why does Laura believe CMOs are losing their seat at the table in the c-suite? Listen in to find out.
Resources and links discussed:
- Connect with Laura: https://www.linkedin.com/in/laurapattersonvem/
- Learn more about VisionEdge Marketing: https://visionedgemarketing.com/
- Check out the Fornaise Marketing Group study: https://www.fournaisegroup.com/ceos-do-not-trust-marketers/
- Follow Brian on Twitter: https://twitter.com/bmassey
- Learn more about Conversion Sciences: https://conversionsciences.com/