Funnel Reboot podcast

Funnel Reboot podcast

This podcast aims to solve common problems that digital marketers have with the strategy and tactics used to generate leads.

Episodes

May 25, 2022 38 min
Stop me if you've heard this one before. You've taken on a marketing initiative that is finally going somewhere, and it's now time for management to see what you've done and approve more funds, or give you props for  all your hard work. But on presenting your data, you're only met with blank stares or nit-picking centred around how you put your data together. 

What's going wrong when this happens? It's...

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In its raw form, data's not worth much. If refined and put together with other data, it can be worth a lot. Here are well-known brands that built their value by creating a useful visual experience out of user-generated data:
  • Glassdoor
  • Nest
  • Zapier
  • Mint
  • Robinhood
  • Flipboard
  • Ancestry
  • GoodReads
  •  

    This episode's guest will help us see what is possible once you have data in your hands. He grew up loving numbers, but it wasn't until h...

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    Marketers help buyers make choices. Marketers must also make choices. No matter who  we are, we inevitably must make choices. Join this special conversation about how tools can be incorporated into decision-making to help out the person who’s on the hot seat. 

    Oz Gurtuna has a Bachelors from Boğaziçi University, a Masters from International Space University and a Ph.D. from Concordia University. He has worked in sectors as diverse ...

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    Disclaimer: Before going further, I want to make clear that technology vendors that come on the show are not sponsors or affiliates. They’re simply here to give you a broader perspective. There is still a good deal of information that prospects give you when visiting your site.

    If you use this information in the right way, instead of annoying them, you may actually provide an experience that tailors how they’re treated in such a wa...

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    No matter which side of the agency/brand fence you are on, I’m sure you think you know what it’s like to be on the other side. Regardless of our good intentions, reality is that we approach the work from different angles, blocking our ability to see it from the other’s perspective. One undertaking that all of us get the same view of is a website overhaul. It’s a project that feels grueling for anyone, agency side or client side. An...
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    What does it mean to be doing analytics right? It doesn’t mean only that a company’s analysts are being accurate, it has to do with how our company makes decisions. The data guiding those decisions doesn’t just spring up out of nowhere, there’s got to be a functional team analyzing it. What’s the composition of that team? What kind of process do they follow? Do outsourced partners get involved? What technology is used? Leaders that...

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    When you want to improve some part of your marketing. You quickly start thinking about how you're going to get your boss to agree to it. It's not the easiest thing, but it is possible.  And I know this because our guest today has done it many times. In his own words, Kevin Dieny is a true marketing nerd who  works in the marketing team at CallSource. I met him at a national marketing event where he gave a presentation ab...
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    The pandemic changed much in our world, and though some routines will subside, one change that’s going to remain with us is work from home. It was even clear the year after COVID hit that people were reevaluating going into an office. Pundits like Adam Grant said many were questioning their jobs as a whole. As he put it in a WSJ article, “the taste of freedom left us hungry for more.” Meaning  more than the flexibility to choose wh...

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    April 13, 2022 45 min

    You can break down advertising by the medium of communication, and since we all started with text ads, we’re comfortable with that format. We’ve also become comfortable with image ads. But there’s one format that can throw a lot of us – video. Of course, the production cost put into videos can vary wildly, and ad platforms like youtube have a huge number of options and nuances to know, but the one thing all video has in common is i...

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    We know what our paid media marketing looks like within the walls of organizations of our size. We could be talking about monthly spends of $1000, $10,000 or maybe $50,000. But what does it look like when it grows to enterprise-size, with budgets of 6 and 7-figures? You start seeing media buys that act in concert. Known as omni-channel marketing, the consumer receives messages from all sides. This is only one of the hat techniques ...

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    Do you own a Crystal ball to predict the future? No? Well, I have good news for you. You don’t need one.  When you feed lots of historicals into a machine, it doesn’t have to know what those numbers mean in business terms. Thanks to sophisticated data models, machines can determine the trends behind your numbers, including a pretty accurate prediction of what the next numbers in the series will be. 

    That’s not all there is to data ...

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    The most common frustration I hear from people boils down to the phrase “I don’t know why it’s not working.” This isn’t verbatim what people say, but that’s the gist. They have painstakingly built a series of offers and paid for traffic to see them, but the conversion rates drop off somewhere between there and the point where sales close. Can their funnel be fixed? Absolutely, but not without knowing a critical piece of data. Getti...

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    March 24, 2022 48 min

    W. Chan Kim, author of Blue Ocean Strategy, said "The hardest battle is simply to make people aware of the need for a strategic shift"

    I somehow feel that he was thinking of marketers with this phrase. We are changing the minds of our buyer so they'll choose our brand. To do that we are often changing our companies to produce the value our buyers expect. And changing the status quo in some companies means overcoming a...

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    March 21, 2022 51 min

    It's been amazing, what we've achieved by connecting up computers world-wide, webbing them together. As its full name suggests, we gave ourselves an Inter-network that provides for our every information need, on command. But there is one change that the Internet made to us, it gave us more stimulus than our biology was made to handle. The demand for our attention suddenly exceeded the supply; and this economic shift is most...

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    March 16, 2022 52 min

    When used properly, LinkedIn Company pages carry a ton of marketing value. 

    To help us learn how to leverage these assets, I asked Michelle Raymond to join me. 

    As a LinkedIn Pages Specialist, she helps businesses of all sizes use Company Pages to amplify personal brands, build up business credibility.

    She is a Member of the SMB Advisory Council for LinkedIn Pages, a Top 1% LinkedIn Content Creator. She started using LinkedIn...

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    Digital marketer isn’t one of those occupations that kids in school blurt out when they are asked “what do you want to be when you grow up?”  Thankfully, a book came out in 2019 that lays out very plainly many of the things I wish I’d known when I joined this profession.  Becoming a Digital Marketer has elements that are tactical but it also weighs in on existential questions like ‘what kind of lifestyle can I have being in this fi...
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    Lots of experts have said that AI is transformational to business. Call me cynical, but when you look at how the average marketing team functions in 2022, it doesn't seem like much of our work has been transformed. My guest today, a mainstream marketer who hadn't been influenced by  all the hype, will share her appraisal of AI's practical uses.

     

    Cathy McPhillips is a longtime Cleveland-based marketer who has worked in ...

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    Two things are required to get a clear view of Revenue Growth. First, the two groups must come together to jointly-define the thresholds at each stage of a lead's lifecycle. Second, they must apply points to a lead's every action, either manually or by layering automation on this process.  My guest believes that lead scoring systems not only bring pipeline visibility, they improve the collaboration between Sales & Marke...

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    There's no shortage of things to do in paid media marketing.   

    There are so many options available for automating what the platforms do. Those of us who have taken the plunge into automation all agree it makes sense, both the logical kind and even literal cents, the currency kind. Yet many still resist automation. Not really resist, but given all the things each ad platform does, and all the third-party tools out there, the pr...

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    Today we're going to talk about the limits to growth marketing, aka "growth hacking."  In his book "Growth Hacker Marketing," Ryan Holiday defines this person as: 

    "A growth hacker is someone who [works] with only what is testable, trackable, and scalable. Growth hackers relentlessly pursue users and growth and when they do it right, those users beget more users, who beget more users." There's...

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