Funnel Reboot podcast
This podcast aims to solve common problems that digital marketers have with the strategy and tactics used to generate leads.
info_outline Taking B2B beyond the Big Three: Running Paid Social on Smaller Networks with Andrea Cruz 10/23/2020
Taking B2B beyond the Big Three: Running Paid Social on Smaller Networks with Andrea Cruz A lot of attention is given to the largest ad platforms (Google/YouTube and Facebook proper, along with Instagram & WhatsApp) - eMarketer says this duopoly accounts for two-thirds of all digital advertising.
info_outline Adapting How Marketing is Taught in Higher Ed with Jonathan Simon 10/16/2020
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.
info_outline A Fractional CMO’s Perspective with Ryan Paul Gibson - Talent Tradeoffs 10/09/2020
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.
info_outline A Founder’s Foray into Marketing with Pat Crosscombe - Talent Tradeoffs 10/02/2020
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.
info_outline An Agency Lead’s Perspective with Nathan Pabich - Talent Tradeoffs 09/25/2020
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.
info_outline A Client-side Marketer's Perspective with Jamie Walker - Talent Tradeoffs 09/18/2020
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 o
info_outline Dissecting Marketing Scams with Micheal Pacitto 08/31/2020
Dissecting Marketing Scams with Micheal Pacitto We’ve all been pitched by MLMs in consumer categories like weight-loss and cosmetics. You should know there are similar operators in the corporate marketing world, scamming even experienced business leaders. Someone who’s seen this up close is agency owner Mike Pacitto. He’s angered by not only the real monetary damage scams cause; these bad actors also sour companies trusting the work of legitimate marketing agencies like his and mine. In this episode, Mike raises issues like: How the internet amplif
info_outline A nontechnical look at your tech stack with Steve Foster 08/18/2020
A nontechnical look at your tech stack with Steve Foster Every part of marketing today runs thanks to technology, but few of us understand what actually goes on under the hood. This episode’s guest talks to us about what we really need to understand about our technology stack, and how we can use more automation in our marketing.
info_outline What's Needed to Scale-Up Marketing with Anastasia Valentine 08/04/2020
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. For complete Show Notes, go to: http://leadgeneering.com/episode-29-whats-needed-to-scale-up-marketing-with-anastasia-valentine
info_outline Thought-Leading Content on LinkedIn with Darryl Praill 07/14/2020
Thought-Leading Content on LinkedIn with Darryl Praill This episode I talk with Darryl Praill who has used LinkedIn as a platform for promoting branded content. In his three years with , 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. For complete Show Notes, go to: http://leadgeneering.com/episode-28-thought-leading-content-on-linkedin-with-darryl-praill
info_outline Leveraging LinkedIn Ads with AJ Wilcox 06/30/2020
Leveraging LinkedIn Ads with AJ Wilcox Hear AJ Wilcox, founder of a LinkedIn-only advertising agency, explain why you should advertise on LinkedIn. AJ was an early adopter of LinkedIn (you’ll see what I mean by looking at his LinkedIn profile) and he goes in to deep description of many aspects of running paid campaigns on LinkedIn, including: what BANT qualification you can do with LinkedIn’s targeting, the three different targeting methods the platform uses, how the high cost-per-click of LinkedIn ads is economically justified, how lifetime
info_outline Wrangling Performance out of Site Content with Michel Fortin 06/16/2020
Wrangling Performance out of Site Content with Michel Fortin 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, se
info_outline Conversational Marketing with Andres Tovar 06/08/2020
Conversational Marketing with Andres Tovar I’m speaking Andres Tovar, with a Southern-Ontario based marketer who has built chat-based campaigns for many organizations. Andres will talk about the two types of chat tools: ones that use someone’s social log-in and ones that are native to a website. He takes us through selecting the steps in the customer journey when chat interactions make sense. Tips are given on how to brand a chatbot and how to script a bot’s reactions so they flow nicely towards a human touch-point. For complete Show Notes, go
info_outline Social Media Marketing with Amanda Relyea-Voss 04/29/2020
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.
info_outline Digital Marketing Through Uncertain Times 03/22/2020
Digital Marketing Through Uncertain Times Today’s episode is a simple solocast of me talking to you. I’m recording in an extraordinary time when stress is being put on healthcare, public institutions, whole industries and even entire economies. All the uncertainty out there is invading our digital marketing world. What’s going to happen?
info_outline Writing Persuasively for your site visitors 02/27/2020
Writing Persuasively for your site visitors In this episode we talk about how to write persuasively for prospects. Our guest is Nik Paprocki, the founder of Websuitable, an ROI driven digital agency serving small businesses all across Canada. He feels this use of copywriting is just as effective in terms of generating leads, because it speaks to everyone, not just those who are in-market to buy from you now. He felt so strongly about how it works that he swung his whole agency around to this writing approach.
info_outline Legal and not-so-legal aspects of digital marketing 12/31/2019
Legal and not-so-legal aspects of digital marketing Today’s guest is here to help marketers make sense of these situations. Megan Cornell is the founder of Momentum – a new kind of business law firm dedicated to providing law solutions in a way that works for clients. She explains data privacy, trademarks, spam, intellectual property and other legal issues we all face, giving plain-English explanations (a first for lawyers, as far as I know) of ways we marketers can stay on the right side of the law.
info_outline Top Paid Media Changes in 2019 12/16/2019
Top Paid Media Changes in 2019 In any given year, there are a lot of changes in paid media. The pace of change in 2019 was every bit as brisk as in previous years. For the third year in a row, we assembling a panel to look back at a shortlist of the changes that are the most significant. Then we weigh their impact on B2B companies and what can be done either to minimize downside or capitalize on the upside. Our Panel this time features PPC professionals Olga Gladycheva as well as Pierre Levasseur and yours truly.
info_outline Staying Human in today’s Media landscape 11/22/2019
Staying Human in today’s Media landscape Whether you look at traditional or digital media, there’s a growing expectation that brands be more human. Those that use technology as a spamming tool or a way to hide from their buyers are being ignored or worse, heckled by their audience on social media. You may not be experiencing this problem right now, but just because you aren’t, doesn’t mean you don’t have this problem. Buyers may be at a breaking point where they’ll stop tolerating company messaging in their media feed. We have saturated our audiences with so much sterilized corporate-speak, they don’t even hear us anymore. This is a sure-fire way to lose, and the only way we can win is to be more human. Listen to my conversation with Eric Collard who knows a lot about how to communicate in a human way. For complete Show Notes, go to: http://leadgeneering.com/episode-17-staying-human-in-todays-media-landscape
info_outline Role of UX in a site’s marketing effectiveness 11/07/2019
Role of UX in a site’s marketing effectiveness In this episode, I talked with , an Ottawa-based expert on UX. He started out working as a software engineer for high tech companies and then formed a Web development agency called Grype Solutions in 2009. Listen for his description of how design impacts a site’s marketing effectiveness, what jobs your website has, using your analytics tool to see how visitors flow through your site, making each page on your site interesting, and where sites are going when it comes to personalization. For complete Show Notes, go to:
info_outline Ad Fraud and what you can do about it 10/22/2019
Ad Fraud and what you can do about it This episode looks at the impact of fraudulent traffic on digital marketing. We’ll talk about how big a problem it is for publishers, ad platforms and advertisers. We will step through what advertisers can do to make their campaigns less vulnerable to attacks by fraudsters, and give thoughts on how to give your non-marketing colleagues reasons why it’s still good business to advertise, in spite of problems with ad fraud. For complete Show Notes, go to:
info_outline The Role of Content Throughout the Funnel 10/10/2019
The Role of Content Throughout the Funnel This episode takes us through the case of a company that seized the chance to market their product using content, tailored to each buyer’s vertical and funnel stage. Hear how they: Implemented the email communications and marketing content into their Marketing Automation tool. What kind of marketing resources they needed to build and maintain the platform How to customize content for different audiences, without making too much work for yourself How to present dashboard data such that management understands how you use the budget to create content and what business-related numbers that influence. For complete Show Notes, go to:
info_outline How Content Experience Makes the Whole Funnel Work 07/25/2019
How Content Experience Makes the Whole Funnel Work This is the fifth in our five-part series on Making the Whole Funnel Work. An experience is created with the content you write; but content alone does not an experience make. You can’t just throw together a collection of words and expect it to do anything. Here I talk with a web copy expert on how to craft content that provides a positive experience for the user. In my interview with James Taylor of Samurai Marketing, you’ll hear the 12 steps he follows for creating content that measurably improves the number of users who engage and become leads. Show Notes: People/Things mentioned in the show. (similar to: , , ) Episode Reboot: Here is James’ 12-step checklist for Creating WebPage and Blog Post content
info_outline How Traffic Makes the Whole Funnel Work 07/04/2019
How Traffic Makes the Whole Funnel Work This is the fourth in our five-part series on Making the Whole Funnel Work. In this episode, we talk about traffic; not the automotive type but the web visitor type. This solocast talks about all the ways web analytics tools classify traffic to your site. Then I focus on four of those channels that you can affect for getting more traffic to your site. For complete Show Notes, go to:
info_outline How Conversions Make the Whole Funnel Work 06/19/2019
How Conversions Make the Whole Funnel Work In this episode, we look at both sides of a website interaction. We discuss how visitors progress through a website and how marketers make conversion offers for the visitors to complete. Marketers make a critical choice when deciding the conversion actions they use, so we go through the most common actions used on leading-edge websites.
info_outline How a Tracking Infrastructure Makes the Whole Funnel Work 04/09/2019
How a Tracking Infrastructure Makes the Whole Funnel Work This episode covers what needs to be in place to know everything about people's interactions with your website. We talk about how to track conversions in your analytics, how to add Tags, run A/B testing and more.