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CMO Rishi Dave on Dun & Bradstreet’s Digital Marketing Transformation

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In this interview, Trent speaks with Rishi Dave, CMO of Dun & Bradstreet. Rishi has been with Dun & Bradstreet since February 2014. Trent found Rishi after reading an article titled, “If a 173 year old public company can digitally transform, what’s your excuse?”

If you are a CMO or CEO of an organization that hasn’t yet fully embraced digital marketing, you will learn a lot. Hear what Rishi focused on in the beginning and how they shifted their culture to embrace digital marketing.

What are a few other highlights? We talk about how the buyer’s journey has really changed in the last few years and how content marketing plays a role in that. Rishi also shares some best practices for lead segmentation.

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Conversion Optimization: How Radius.com Created a Very Clever Testing Methodology to Maximize Trial Conversions

conversion optimization with john hurley

John Hurley is the director of product marketing for a venture backed startup called Radius. Radius has raised about $80M so far. They are selling an enterprise software solution to major brand players like American Express.

Today we have a very interesting conversation! We start with the content strategy that Radius uses to get traffic. Then we investigate their conversion process and the extensive multi-step test they conducted on how customers enter their software trial program.

This interview serves as an in-depth case study on detailed conversion optimization testing. It’s an area I’ve never explored in depth with a guest before and is full of great information.

Focus on how they drove traffic and how they maximized conversions. If you are with a SaaS company the issues discussed in this interview will be near and dear to your heart. Regardless, any company that wants to maximize traffic and conversion can pick up some great tips.

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Inbound Marketing Strategy: How Seismic Software is Using Content to Land Enterprise Clients

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Daniel Rodriguez is the V.P. of Marketing at a venture backed software company called Seismic Software. His primary responsibility is generating leads for the sales team.

In this interview, Daniel is going to share the details of how his team has achieved significant success in attracting enterprise level clients (worth about $100K/year) using a combination of both inbound and outbound marketing. We dive into Seismic’s:

  • Inbound marketing strategy
  • How they define their buyer personas
  • How they use LinkedIn to develop their buyer personas
  • Some of the big challenges they encountered early on
  • How much they spend each year on inbound marketing
  • How they create and promote their content
  • How they use LinkedIn groups
  • Some of the assets in the top and middle of their funnel
  • Inbound marketing timeframes – what is a realistic expectation for how long it will take to achieve meaningful results?
  • The outbound marketing process run by their BDR’s
  • How they find email addresses and what they say in the emails they send

This interview is full of demand generation content you are going to love!

Content Strategy: How GoodbyeCrutches.com Went From 3,000 to 70,000 Monthly Visitors

ecommerce content marketing with Tom Schwab

Tom Schwab is the CEO of GoodbyeCrutches.com. Goodbye Crutches sells equipment for people who can’t put weight on one foot or the other. Tom came from the corporate world and started a medical supply business. Over the last 4 years he has taken his business from a regional player to a national leader using inbound marketing and the HubSpot tool.

In this interview, Tom shares at length what they did to grow their blog from 3,000 visitors per month – 2000 of which was from paid traffic – to over 70,000 visitors per month, with almost no paid traffic.

There are two key points in this interview:

  • How to get your buyer personas correct.
  • How to map out a content strategy that pays very close attention to the needs, wants, and fears of your buyer personas.

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Inbound Marketing: How Amerifirst Mortgage Generates 1000+ Leads a Month

Our guest today is Dan Moyle. Dan is in charge of marketing over at AmeriFirst Mortgage. Dan knows how to succeed with inbound marketing in a ‘boring’ industry.

If you are in an industry that many would consider ‘boring’, and you’re not sure how you could possibly come up with enough to write about, this interview is for you. Dan shares the strategy he’s used at AmeriFirst to produce a lot of content that has produced fantastic results.

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How the Cleveland Clinic Has Increased Blog Traffic 800% in 12 Months

how to increase blog traffic with Facebook by Amanda Todorovich

Amanda Todorovich is the Marketing Manager of Digital Engagement at the Cleveland Clinic. She oversees all content marketing strategies including the blog, social media, and email marketing. The Cleveland Clinic has been blogging for about a year and traffic has grown from 250,000 visitors per month to over 3 million visitors per month.

In this interview you will hear Amanda explain a couple of really important things that you need to understand if you haven’t started inbound marketing or haven’t yet found success with it. We discuss the importance of buyer personas, how to figure out what to write about, and how to get eyeballs on the content.

The Cleveland Clinic has put a huge amount of focus on Facebook and made a significant investment in building their following there. If you want to learn how to maximize reach and increase blog traffic with Facebook, listen closely!

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How to Leverage Blogger Outreach to Increase Traffic

blogger outreach with Kristin Matthews

In today’s podcast, I interview Kristen Matthews, marketing manager at GroupHigh. Kristen is an outreach expert, and in this interview we talk about blogger outreach. Blogger outreach has fast become a popular way for brands to increase awareness for their products and stimulate word of mouth, mentions on social media, inbound links, and other good stuff.

To promote GroupHigh Kristen does a lot of blogger outreach. Kristen also does case studies for different case study articles and ebooks. And she works with GroupHigh’s top brand clients to give them advice and setup blogger outreach campaigns.

Why is blogger outreach valuable?  Because people trust them!

  • 81% of the US online population trusts info and advice they get from bloggers – that is almost everybody!
  • 61% of the online population has made a purchase decision based on recommendation from a blogger.

Stats from BlogHer.com

Ready to learn more? By the end of this episode you will have a very clear path about what you should do to get a blogger outreach program setup within your organization.

Listen now and you’ll hear Kristen and I talk about:

  • (03:00)  Introduction
  • (04:00)  Why is blogger outreach so important?
  • (07:00)  How do you find the right bloggers?
  • (10:20)  What are some tools to use for outreach?
  • (15:10)  What are some do’s and don’ts for making contact?
  • (19:20)  What are some other benefits of working with bloggers?
  • (26:50)  How do blogger events work?

Resources Mentioned

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

Listen Now

Leave some feedback:

Connect with Trent Dyrsmid:

Transcript

If you would like a transcript of the show please visit the original interview published at GrooveDigitalMarketing.com/19

About Kristen Matthews

kristen-matthews-image_0Kristen Matthews is the marketing manager at GroupHigh and loves the collaborative elements of modern marketing so you should reach out to her for questions or to work with her! Contact her at kristen@grouphigh.com or follow her @KristenWords and @GroupHigh.

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Chris Brogan’s Proven Game Plan for Entrepreneurial Success

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Chris Brogan may be super well-known as a stellar marketer (he was in Ad Age’s Top 100 Marketers), but he’s also very clear that as an entrepreneur you must be an excellent salesperson. In our interview, he shares how he was recently reminded of this, and how he got back to the basics with sales – and unsurprisingly started making a lot more of them! If you’re not making enough sales in your business, you’ll definitely want to listen in on this interview.

He also shares his business model, including how he gets his Fortune 100 clients, and as well offers specific advice for entrepreneurs (listen in on his particularly great 3 step process that all entrepreneurs would benefit from).

Listen now and you’ll hear Chris and I talk about:

  • (01:10)  Introductions
  • (06:00)  Tell us about your business model
  • (07:15)  How did you get started?
  • (10:30)  How did you get Fortune 100 clients?
  • (13:24)  What is the difference between an Audience and a Community?
  • (16:30)  What advice would you give to new entrepreneurs?
  • (19:00)  Can you expand on your 3 step process?
  • (25:00)  What are some of the pitfalls and challenges?
  • (26:00)  What advice would you give to people who haven’t transitioned yet?
  • (30:00)  How does fear and ego play a role in failure and success?
  • (35:00)  How has your involvement with Visalus impacted your education?

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

Listen Now

Leave some feedback:

Connect with Trent Dyrsmid:

Transcript

If you would like a transcript of the show please visit the original interview published at GrooveDigitalMarketing.com/16

About Chris Brogan

Chris Brogan is the world’s leading authority on owning the game you most want to win. Combining a mix of professional leadership development and business strategy, Chris works with professionals like you to own your choices, own your life, and own your future. He is CEO of Owner Media Group, a highly sought after professional speaker and the New York Times bestselling author of eight books and counting, including The Freaks Shall Inherit the Earth, and Just Start Here.

Chris has spoken for or consulted with the biggest brands you know, including Disney, Coke, Google, GM, Microsoft, Coldwell Banker, Titleist, Scotts, Humana Health, Cisco, Sony USA, and many more. He’s appeared on the Dr. Phil Show, interviewed Richard Branson for a cover story for Success magazine, and once even presented to a Princess. People like Paulo Coelho, Harvey Mackay, and Steven Pressfield enjoy sharing their projects and best ideas with Chris, because they know he’ll share them with you. Tony Robbins had Chris on his Internet Money Masters series. Forbes listed Chris as one of the Must Follow Marketing Minds of 2014, plus listed his website as one of the 100 best websites for entrepreneurs.

Most importantly, Chris provides education and tools to help you make your life and your business thrive, by teaching you how to own the game you most want to win. Through events and courses and other tools, Chris is dedicated to helping you grow your capabilities and connections and to getting you to that next level of ownership, no matter where you are in the process right now. Chris also offers limited personal coaching, and offers limited consulting to businesses.

 

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How TrackMaven Doubled Their Blog’s Conversion Rate

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Today’s interview features Ian Wash, CMO for TrackMaven. TrackMaven is a SaaS company that has been growing rapidly. Their blog now gets 50,000 unique monthly visitors, 95% from organic traffic.

TrackMaven provides competitive intelligence for digital marketers. They look at all the content that marketers are putting out across different digital and content marketing channels and help them understand how effective it is. They also help you understand how well your content stacks up to your competition.

Learn how TrackMaven defined their buyer personas, how they get ideas on what to write about, and their content vetting and syndication process.

Do you have aggressive growth goals this year? Learn how TrackMaven doubled their conversion rate of their blog (twice as many leads from the same amount of clients) and take lots of notes!

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Jon Pietz

How to Help Your Client Develop a Deep Understanding of Their Ideal Customer Profile

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I am a firm believer in the importance of very clearly defining your buyer persona so that you can target your audience effectively with your marketing efforts.

However, the work Jon Pietz does with his clients delves far deeper into this area. He charges handsomely to help his clients fully understand their ideal customers, and for good reason. As a result of our conversation, I’m fully convinced that this is something that – emphasize it as much as I have – I have taken too lightly.

If you’re in the process of developing a buyer persona, suspect you should be, or would like to offer this service to your clients, this is a must-listen.

Listen now and you’ll hear Jon and I talk about:

  • (03:20) Introduction
  • (06:10) What are the three types of research that you do for clients?
  • (09:00) Why doesn’t interviewing your own clients work as well as working with a consultant?
  • (10:30) How do you get an interview started on the right foot?
  • (12:50) How does this style of interview help your client?
  • (17:20) How do you present the results of your work to a client?
  • (19:50) Who hires you and what does this cost?
  • (21:20) How do you make the date actionable?

Resources Mentioned

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

Listen Now

Leave some feedback:

Connect with Trent Dyrsmid:

About Jon Pietz

JonPietzIn the creative departments of big advertising agencies, there’s a phrase for marketing that looks slick, but is based on flawed strategy. It’s called ‘polishing a turd’.

Jon Pietz, principal and creative director of Brand X Communications is here to make sure that doesn’t happen to you. Because SMB and B2B companies can’t afford to waste money on marketing that doesn’t attract their most profitable prospects.

After 20 years in the Advertising business, Jon formed Brand X to help B2B companies create memorable brands based on the needs and desires of their ideal customers. And he’s got a process designed specifically for his clients to unleash their brands and find their true believers.

To find out more about how to unleash your brand, visit brandxco.com.